Movie Channels
Zee Cinema launches new campaign celebrating spirit of togetherness
Mumbai: Highlighting the value of human relationships and interactions that went missing from people’s lives due to the pandemic, Zee Cinema has launched a three-film campaign #RehnaHaiSaathSaath to foster and celebrate the spirit of unity, belonging and hope.
Taking cue from one of the most watched films on the channel during the pandemic – ‘Hum Saath Saath Hain’ the entertainment brand, along with its creative agency Lowe Lintas conceptualised this campaign to depict an array of emotions people experienced during the Covid-19 pandemic. It is being promoted across TV and digital platforms in a multi-phased manner. The channel will air back-to-back films like “Rashmi Rocket,” “Thalaivii,” “Squad Antim,” “Sooryavanshi,” “Sanak,” and more as part of the campaign.
Zee Cinema’s research shows that audiences place the channel in the Orange need state of the ‘Needscope model’ which is strongly associated with attributes of togetherness, belonging, harmony, hope and encouragement. In line with the brand philosophy of ‘Jazba Hai Jeene Mein, Jab Cinema Hai Seene Mein,’ the campaign aims to foster a deeper connection with its viewers using topical and relatable stories and events.
“During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films. In this phase, we have all experienced a whirlpool of emotions. Here, connections have helped us survive and togetherness is what helps us progress. Rehna Hai Saath Saath is an extension of this sentiment. Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all,” said Zeel cluster head Hindi movie channels Ruchir Tiwari.
Zeel CMO of content business Kartik Mahadev added, “Cinema is an inspiring and binding medium. This became even more apparent when we gathered around our television, as families, and watched movies together during the difficult phase of lockdown. The same is reflected by the 13 per cent viewership rise for the Hindi movies genre during the second wave. Zee Cinema has always been a champion of blockbuster movies and cinema’s core attribute of inspiration and togetherness. We, as a society, come together and do the extraordinary when times are tough. The “Rehna Hai Saath Saath” campaign captures this spirit of togetherness that has helped us emerge stronger. Each brand film mirrors the story of not just one person but the story of us as a people. It encourages us to move forward with a new sense of positivity.”
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
