Movie Channels
&pictures focuses on youth with its brand new ethos ‘On Nahi, Full On’
MUMBAI: Hindi movie channel &pictures is revamping its brand image to appeal to a new generation of viewers with the launch of a refreshing new ideology and tagline – ‘On Nahi, Full On’.
Built on the insight that ‘In a world that uncertain, why stop myself from immersing fully in what I do’, &pictures’ new brand philosophy of ‘On Nahi, Full On’, seeks to ignite the spark of aspiration among young viewers and inspire them to take charge and maximize every moment without slowing down.
Launched by Zee Entertainment Enterprises Ltd in 2013, &pictures has always catered to an audience with a youthful mindset with an array of content and characters that reflects their life choices and beliefs.
Explaining the rationale behind the revamp, Zee Hindi Movies Cluster business head Ruchir Tiwari told indiantelevision.com that the channel is looking at strengthening its current portfolio that it has built over years by refreshing content.
“The audience that was there when the channel was launched has now changed. The idea is to appeal to younger audiences. Overall the logo is the same but we have added new colours and we have changed the positioning,” he said.
According to Tiwari, the channel did extensive research before designing the logo. The pre-packaging was done by the internal design team along with various collaborators.
The channel has come up with a two-pronged content strategy: keeping the new-age sensibilities in mind to strengthen its bond with its core viewers; and to engage and bring in new viewers. &pictures is improving its movie library with fresh and exciting new entrants like Good Newwz, Dabangg 3, Kaali Peeli and Gunjan Saxena. The channel has also introduced a slew of original and off-beat flicks: Footfairy, Omerta and Hacked, amongst others.
For Hollywood fanatics, &pictures has slated blockbuster premieres like Bumblebee, Fantasy Island & Bloodshot along with the latest installments of viewers’ favourite movie franchises like Kung Fu Panda, Jumanji and Transformers, to name a few.
In an age where the audience is turning to OTT and streaming services, it is important to reassure the consumer about the channel’s proposition, emphasised Tiwari. “Forming a habit among consumers also comes with a huge responsibility where you need to be on your toes. We’re striving constantly to get better content and create relevance through social media,” he added.
In keeping with its revamped ‘On Nahi, Full On’ ideology, &pictures has kicked off the ‘Full on Bloc Party’ campaign on its social media channels. Through collaborations with talented young stars like Ishaan Khatter, Dhvani Bhanushali, Dolly Singh & Nikhil Paralikar a.k.a the Tabla guy, the brand is promoting its ethos of Full on Feels, Full on Masti, Full on Punch and Full on Thrill.
&pictures shorties, conceptualized by Lowe Lintas, will be promoted extensively across television and digital media. To up the fun quotient, the entertainment channel will soon launch the full-on masti brand filters on Instagram to click with its young, social media savvy followers.
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.
