Zee Entertainment Enterprises Ltd has launched a new Hindi movie channel called &pictures. The channel is a part of the media giant’s strategy to strengthen the bond with its core viewers. It has acquired the rights to the upcoming films Chennai Express and Ghanchakkar, shelled out Rs 40 crore for each. It has also signed deals to distribute content across platforms, including television and digital. The new strategy focuses on three tenants: Full on Feels, Full on Punch and Full on Masti.
And Pictures is the first Hindi satellite movie channel in India. It was launched in April 2016. The channel is part of the Essel Group, and is based in Mumbai. &pictures has a loyal fan base and is among the top three marketer for Hindi films. Despite its new brand identity, the brand has kept its commitment to delivering great quality content. Founded in 2009, the company has an impressive track record.
The refreshed brand identity has been crafted to emphasize the relationship between reality and television. The new slogan, “On Nahi, Full On”, is a recurring refrain in the messaging. This slogan is meant to encourage young people to take charge of their lives. The new logo, along with a line of promos, will be based on the new philosophy. The redesigned look and feel of the brand will reflect the emotions of its target audience.
&pictures launched a HD feed on the channel’s first anniversary, on 11 October 2020. The logo will remain the same. The new logo has been designed by Dynamite Design, which has worked with Zee and Star. Its sister channel, Zee Vajwa, was launched in March 2019. Both the channels have a
two-pronged content strategy to engage new viewers and deepen their bonds with core viewers.
Aamir Khans &pictures campaign is known for its innovative approach to promoting the Oscar-nominated movie Lagaan. Fans were able to speak directly to the actor through live dial-ins and watch the movie with him. Aamir Khan was also introduced to a younger audience through &pictures as his first unreleased film. Using a power on button, the ad also allows fans to interact with the star through online chat with the star.
Footfairy is another exciting movie coming on &pictures’ October release. This psychological crime thriller explores the dark side of an absurd obsession. Besides the shorties, full-on masti brand filters are also being developed. The full-on masti brand filters are launching soon and will rub a youthful energy on Instagram users. Andpictures has been around since 2013. Its ad campaigns are focused on a wide demographic, and the channel’s ads are designed to be appealing to the whole family.
The &pictures campaign is a psychological crime thriller about a CBI officer pursuing a serial killer. The brand collaborated with several talented young stars to create the campaign. The shorts, designed by Lowe Lintas, are set to air on the channel on 18 August. And, the brand is planning to launch the full-on masti brand filter on Instagram soon. There are a few more things that a brand-named film must do to succeed.
