Movie Channels
Sony Max goes ‘badtameez’
MUMBAI: When television premieres have become a norm, the channels have no option but to come up with interesting campaigns to not only grab attention of viewers but to also be a step ahead of the competitors.
Sony Max which has premiered some of the blockbusters over the years and has garnered enough eyeballs with its strategic campaigns, this time has come up with a marketing campaign – Yahan Badtameezi nahi chalegi, badtameezi chalegi toh sirf MAX par – around the premiere of last year’s megahit Yeh Jawaani Hai deewani.
The campaign has been conceptualised by JWT over a number of brainstorming sessions. The core aim of the campaign is to entice the audience and grab more eyeballs.
The 360 degree campaign entails the use of various tools like television, print, radio, outdoor, digital, and cinema. Some of the innovative initiatives include Ranbir Kapoor lending his voice to advise movie-goers to switch off their mobile phones during a movie across cinemas, auto rickshaws across Mumbai and Delhi will have his poster point out from behind asking people not to do badtameezi around or bouncers at various pubs and lounges wearing t-shirts that would be using the catch phrase of Yahan Badtameezi nahi chalegi, Badtameezi chalegi sirf MAX par with the logos.
“At Max, we always try to do things differently with each movie premier. With Yeh Jawaani Hai Dewaani also our marketing campaign attempts to break clutter,” says Sony Max VP marketing Vaishali Sharma.
When quizzed why such a huge campaign has been planned for a movie that has already been premiered on Sony earlier in 2013, Vaishali says, “It is a fun movie and since it is premiering for the first time on the channel, the campaign has been planned. The aim is to go all out and get people to watch the film as we feel that it still has potential to catch not only youngsters but the family as a whole.”
Similar eye catching hoardings will also be seen on bus stops shelters at prominent spots in Mumbai and Delhi with the stars of the film in their iconic poses. She adds, “Mumbai and Delhi are on the radar and a lot of ground activities will be done in the metros. The tier II and III cities will be tapped through television, print and digital.”
Radio too will be used extensively wherein contests will be run throughout the week asking people to talk about their badtameezi. Apart from this, the channel has also partnered with Facebook, where viewers can take a quick test to figure out if they are a funny badtameez, romantic, flirty or full on badtameez and get that stamped across their profile pictures. The Twitterati can use the hashtag #nobadtameezi and their friends to board the badtameez rail gadi on twitter.
The film will be aired on 19 January at 8 pm.
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.
