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Epic Channel lays claim on 10 pm slot with new programming line-up

The channel has rolled out a three-film campaign, conceptualised by Grey Group India, to showcase the untold stories of Bollywood and cricket by Naseeruddin Shah, Javed Akhtar and Anurag Basu

BestMediaInfo Bureau | Mumbai | July 1, 2015

Epic-Anuraag Click on the image to watch the TVC.

The Epic Channel, launched less than a year ago, has kicked off its biggest campaign till date. The 360-degree campaign, titled ‘Maaf Kijiye Abhi Dus Nahin Baje’ – aims to claim the 10 pm TV viewing time and establish association between the Epic Channel and the time slot.

In a country where cricket and Bollywood are the biggest religions, it comes as no surprise that cricketers and actors are considered to be god. As ardent admirers, Indians like to know ‘behind the scenes’ of their favourite stars. Combining this insight with some of the biggest of Bollywood, Grey Group India has conceptualised three TVCs that seek to promote three new shows on Epic: ‘Mid-wicket Tales’ with Naseeruddin Shah, ‘Jaane Pehchane’ with Javed Akhtar and ‘Stories by Rabindranath Tagore’ with Anurag Basu. Throughout the commercials, an air of curiosity is generated to keep the audience wanting to know more.

Mahesh Samat Mahesh Samat

Mahesh Samat, Founder and Managing Director, EPIC Channel, elaborated, “Our new campaign, ‘Maaf Kijiye Abhi Dus Nahin Baje’, is very innovative and has an intriguing concept with the central idea of owning the 10 pm slot on television. We are aiming for it to become the new prime time. I would like to congratulate Grey India for coming up with a spectacular campaign. We are confident that we will be able to propagate and widen our audience base while we continue to churn out differentiated content that connects with them.”

Goral Ajmera Goral Ajmera

Goral Ajmera, Senior Executive Creative Director, Grey Group Mumbai, added here, “India lives and breathes Bollywood and cricket, yet there are so many untold stories and anecdotes. And what better way to hear them than from some of the country’s best storytellers themselves? Our campaign for Epic Channel intends to create curiosity with unheard stories narrated by Naseerudin Shah, Javed Akhtar and Anurag Basu. Needless to say, it was a wonderful experience working with veterans like them.”

‘Jaane Pehchaane’ by Javed Akhtar explores the journey and evolution of Bollywood over the decades, mainly focusing on iconic themes and roles of Indian cinema. ‘Mid-Wicket Tales’ by Naseeruddin Shah unearths some of the best-kept secrets in the history of Indian cricket. ‘Stories by Rabindranath Tagore’ is a modern outlook to some of the best-written tales, narrated in Anurag Basu’s signature style.

“The Indian mythology/ history genre is very formulaic, with a host of channels offering more or less similar and undifferentiated content. The opportunity with Epic Channel was to generate curiosity amongst the viewers, who while being passionate about cricket and Bollywood, were also looking for the behind the scenes stories of their favourite stars and role models. With eminent personas like Naseer, Javed and Anurag leading the offering, the idea was to just pique the curiosity of this quintessential Bollywood/ cricket fan with ‘untold stories’,” said Soumitra Patnekar, AVP & Planning Director, Grey Group India.

The TVCs:





Client: Epic Channel

Creative agency: Grey Group India


Senior Executive Creative Director: Goral Ajmera

Creative Supervisor, Art: Navin Chalke

Associate Creative Director: Divya Saxena

Junior Copywriter: Sukanya Subramaniyan

Associate Vice-President, Planning: Soumitra Patnekar

Senior Planner: Pritesh Angane

Vice-President, Client Services: Aditya Chandra

Associate Account Director: Devyani Upadhyaya

Senior Account Executive: Dhruv Thapar

Manager, Social Media: Kushal Kaushik

Senior Vice-President, Films: Samir Chadha

Director, Films: Sharad Shinde


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