Movie Channels
Star Movies: Getting the Right Picture
Among the English entertainment channels there was a fair bit of activity that Star Movies did. In order to add variety it aired the TV series Lost. In keeping with the show’s theme of mystery, adventure and intrigue, the promotion was driven by a teaser campaign that highlighted people who have been Lost. The thrust of this was also the microsite created at www.indya.com.
Traffic from the teaser communication was driven to the site. A watch-and-win contest on the website was held where participants were asked questions pertaining to the episodes just aired, and original merchandise from the show was given.
A series of “missing/lost” poster like creatives were used on outdoor sites like hoardings to build intrigue around the show. The band at the bottom of the teaser outdoors were masked with Star Movies logo, tune-in and sponsor logos to complete the communication and announce the show, thereby completing the communication.
On radio there was a five day intensive contest with original Lost merchandise as the big prize. One avenue for any English movie channel to advertise in in multiplexes. Major multiplexes in Mumbai and Bangalore carried Lost promotional branding and launch promos playing before the start of big theatrical releases.
Star Movies also had a presence on-ground. There was a two day activity in multiplexes in malls where activities like a special 15 minute audiovisual playing in the area were held. There were also quizzes on the show, Scream-o-meter where how loud one can scream for help if you are Lost was measured. There was also a special Lost jigsaw puzzle, which has to be put together in two minutes.
As far as direct marketing was concerned there was a special “message in a bottle” that took the form of a letter from the survivors of Oceanic Flight 815. The back of this detailed the show.
Meanwhile in Diwali the channel premiered Shrek 2. It did an outdoor campaign to push the film with key hoardings at the most prominent locations in Mumbai highlighting the film. Radio spots were usded and also trade e-mailers, which were sent out in order to target the trade community.
In order to build a closer connect with ad agencies an inside a Shrek Inflate paid a visit to agencies in Mumbai and happily obliged all those who wanted to capture a moment with him. Each picture was placed in a Star Movies branded photo frame that read “Shrek & Me” and was handed over personally by Shrek. Shrek also paid a visit to various publications.
Print ads carried the message “Shrek’s coming and look what he’s bringing with him… 100 Hours of Non Stop Blockbusters.” Online separate microsites were created for Shrek 2 and 100 Hours of Non stop blockbusters.
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.
