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
The Epic Channel, launched less than a year ago, has kicked off its biggest campaign till date. The 360-degree campaign, titled âMaaf Kijiye Abhi Dus Nahin Bajeâ â 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 âbehind the scenesâ 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: âMid-wicket Talesâ with Naseeruddin Shah, âJaane Pehchaneâ with Javed Akhtar and âStories by Rabindranath Tagoreâ with Anurag Basu. Throughout the commercials, an air of curiosity is generated to keep the audience wanting to know more.
Mahesh Samat, Founder and Managing Director, EPIC Channel, elaborated, âOur new campaign, âMaaf Kijiye Abhi Dus Nahin Bajeâ,Â is very innovative andÂ has anÂ 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.Â IÂ would like to congratulateÂ Grey IndiaÂ for coming upÂ withÂ a spectacularÂ campaign. WeÂ are confident that we will be able to propagateÂ and widen our audience base while we continue to churn out differentiated content that connects with them.â
Goral Ajmera, Senior Executive Creative Director, Grey Group Mumbai, added here, âIndia 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 countryâs 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.â
âJaane Pehchaaneâ by Javed Akhtar explores the journey and evolution of Bollywood over the decades, mainly focusing on iconic themes and roles of Indian cinema. âMid-Wicket Talesâ by Naseeruddin Shah unearths some of the best-kept secrets in the history of Indian cricket. âStories by Rabindranath Tagoreâ is a modern outlook to some of the best-written tales, narrated in Anurag Basuâs signature style.
âThe 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 âuntold storiesâ,â said Soumitra Patnekar, AVP & Planning Director, Grey Group India.
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