&TV, which completes three years, has launched a new brand campaign called ‘Hai Khaas Har Andaz’, which celebrates the varied content the channel offers and the new Indian who craves for more.
Punit Misra, CEO, ZEEL, India Broadcast Business, said, “As a leading entertainment network, it is our endeavour to fulfil the entertainment needs of every viewer segment. We believe & TV, the youngest GEC in the ZEEL portfolio is best suited to cater to &dians — the multifaceted, progressive, young urban viewers who want to be ‘more’. With our unique brand point-of-view-led content creation approach, the &TV team has crafted stories and characters that &dians will fall in love with.”
The channel was launched in 2015 with a tagline ‘Jashn Jeene Ka’. It had brought on board Shah Rukh Khan for a reality show, while launching a string of shows, some of which were quite popular. Some of the highly talked about properties of the channel in the past include Badho Bahu, Begusarai, Ganga and The Voice/ Void Kids. Bhabhiji Ghar Par Hain is the only show from the initial content slate that is still running on the channel and is quite successful.
Commenting on the need for a new brand film, Prathyusha Agarwal, CMO, ZEEL, said, “&TV has charted a fabulous journey. It is, possibly, the only successful GEC launch in a decade. It is now our third anniversary and we felt we were on the cusp of another take-off. When we went to people and asked how they viewed &TV, they came back to us saying we provide varied content. So that was really the start point and we decided to underline that thought. In terms of numbers, if you look at the last month, the top GECs got about 140 million people, we got about 115 million people. This shows that people come and sample us but we wanted to reinforce what they were coming to us for and encourage them to come back for more.”
Depicting this core proposition to the viewers is the new channel refresh campaign created by Lowe Lintas that premieres this weekend, breaking first on its new live signing reality show for kids Love Me India at 9 pm on &TV.
The channel has also announced the launch of new shows. A reality singing show for children called ‘Love Me India’ and a fantasy show called ‘Vikram Betaal Ki Rahasya Gaatha’. This is in addition to the recently launched drama called Perfect Pati.
In non-fiction, Love Me India, advanced technology will be used to empower the audience to have the highest voting power and viewers can choose their favourite singer from the audition phase till selecting the winner of the show. It brings together Guru Randhawa, Himesh Reshammiya and Neha Bhasin along with four singers as zonal captains — Abhijeet Sawant, Anusha Mani, Bhoomi Trivedi and Navraj Hans.
Widening its bouquet of fiction offerings, the channel will present an epic fantasy with Vikram Betaal Ki Rahasya Gaatha. One of its most ambitious projects, the show promises great grandeur, a visual extravaganza in a conceptually never-seen-before avatar. In a larger-than-life narrative of the captivating worlds of the courageous King Vikramaditya and wise Betaal, the show will bring back classic stories with a modern take, making it relevant to the current times and portraying the universal tussle between good and evil. Upping the uniqueness is the introduction of the epitome of evil, Bhadrakaal, a television first.
“As society develops and people’s ethos progresses, we capture the change and reflect this sentiment in the entertainment we provide to our audience. Ever since its inception, we at &TV believe in psychographics, not demographics — targeting a contemporary blooming mindset. Our new brand campaign pays tribute to today’s ‘&dian’. As we move forward, we will present ‘khaas’ stories and engage our viewers in our unique ‘andaaz’ in line with the brand motto. As &TV grows onwards and upwards, the channel’s identity will reflect in its content design and exciting line-up in the months to come, encouraging the audience to enjoy and appreciate &TV ka ‘Hai Khaas Har Andaaz’,” said Vishnu Shankar, Head, &TV.