Movie Channels
&pictures takes interactivity a notch higher!
MUMBAI: &pictures, the channel known for providing ground-breaking interactive content to its viewers since its launch, created a first time record of a LIVE interactive initiative with Bollywood’s superstar, Aamir Khan. Taking interactivity to the next level, &pictures hosted Aamir Khan in a LIVE event where he interacted with his fans through calls, tweets and sms. Separately, the channel also gave an opportunity to select lucky winners across India to watch the film with Mr. Perfectionist himself in Mumbai.
During the interactions, Aamir disclosed that ‘Chale Chalo’ – the making of ‘Lagaan’ is very close to his heart. It was not only the story and script that appealed to him but also the on-set experiences that made this film special for him. Interestingly, while Lagaan was directed by Ashutosh Gowariker who is known for his remarkable cinematic style, ‘Chale Chalo’ was shot by an amateur cinematographer. Supremely talented director-producer and TV chat show host, Karan Johar added to the excitement as he came with Aamir to curate the event and the screening of the movie. Karan Johar who once said that ‘Aamir Khan is Indian Cinema’s game-changer’ was truly excited himself as he found the real life drama and content of Chale Chalo really intriguing.
Mr. Akash Chawla, ZEEL Marketing Head, National Channels, said, “&pictures being a true reflection of the subtle evolution of movies and movie viewing experience, has its positioning revolving around two keywords- interactivity and engagement. For this movie, we built up an extensive curiosity campaign to intrigue our audiences and we are very excited with the response we have received. It has been a pleasure to work with Mr. Aamir Khan and we look forward to creating any more such interactive experiences for our viewers in the future on &pictures”.
Mr. Ruchir Tiwari, Vice President -Head of Programming, ZEEL – Hindi Movie Channels, said, “At &pictures we always aim at providing interactive content and Chale Chalo is the proof of the pudding. While the movie was an enthralling experience in itself, the live segments, tweets and sms’ by Aamir himself took created very exciting break content.”
A very excited Aamir Khan said “This movie is closest to my heart. When we were making the film, we were not thinking of releasing it at all… we just made it out of passion. I am really excited that I have got this opportunity with &pictures to showcase my film to the television audiences.”
Hurdles, obstacles, tears of joy, real emotions and feelings – ‘Chale Chalo’ had it all; and so did Aamir. &pictures gave its audiences a one of its kind opportunity to watch the film and have a t?te-e-t?te with their favourite star, the one and only, Aamir Khan!
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.
