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&pictures undergoes brand refresh

Launched in 2013, the Hindi movie channel has decided to extend its brand messaging to communicate its evolving content offering with the youth across the country, says Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster

Hindi movie channel &pictures has decided to revamp its look and the messaging to communicate and attract a newer and younger audience base. The tagline ‘On nahi. Full on’ is based on the insight the youth today is immersing itself in newer experiences.

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Ruchir Tiwari

Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, the brand's new philosophy aims at igniting a spark of aspiration among the young who are breathless to take charge and maximise every moment without slowing down.

He said the entire messaging with a line of promos will be based on this insight. The look and feel of the brand will also change with the colors from the previous logo’s mood board.


“As we go towards the seven-year mark, in terms of our launch, we started in 2013 with the thought process of Sapno ki udaan, looking at how the reckless youth wanted to achieve something. Today with the digital and social media boom, the young core audience of our channel will go with new energy and new experience with ‘On nahi. Full on’,” he added.

According to Tiwari, being one of the top marketers in the category, &pictures is the only channel in the Hindi movie category to have an x brand factor and consistent fan base to it. He said they felt it is the right time to do this as the content plate was evolving and they wanted to communicate this with the consumers.

“For the existing consumers, it is only an extension. However, we expect more and more consumers will join in,” he added.

Asked how they will communicate with the consumers in a pandemic situation, he said, “We actually did a lot of ground study with our partners in terms of the messaging and communication and then the lockdown happened so it got delayed. Otherwise, it was planned around June and July. With the recovery now in place, we thought it's the right time to influence viewers with happy thoughts and entertainment to the viewers.”

“&pictures is actually among the top four channels in the pay category, which is where the eyeballs and the advertisers are. Obviously, we are looking at newer consumers but other than that we have a strong youth connection in the 13-21-year-old age group. However, the youth changes every five years. This is also an opportunity to attract newer and younger consumers. This is the right time to bond with them at this age so the connection goes long. Once in five years is a good time to engage with them so that there is consistency in communication,” he added.

Asked about the campaign's strategy, Tiwari said they are mainly focusing on television and digital. “We're doing this digital roadblock with a lot of entertainment on the launch day, starting with film campaigns and we have also created digital shorties for TV and digital. It is a multimedia campaign with a focus on TV and digital,” he added.

Speaking about the channel's content strategy, he said Footfairy, which will be an exclusive television premiere, will be released on October 25. He said there will be many more exciting movies lined up during Diwali and the festive season.


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