After bringing to viewers India’s first crowd-sourced film with ‘Online Milo Saajana’ in 2013, &pictures has launched the world’s shortest film and longest brand campaign - Sapnon ki Udaan.
&pictures, the interactive Hindi movie channel promises to offer a new experience in the genre by bringing viewers closer to their favourite movie stars. The tagline of &pictures, 'Hum Indians jo aasman mein ude, zameen se jude reh kar' implies that the consumer is a self-assured Indian who dreams of making it big while staying rooted to their values.
The brand film – ‘Sapnon ki Udaan’ which is the first ever endeavor by &pictures reflects the changing mindset of the typical Indian movie goer and also connects with the very ideology of &pictures that is setting a trend in the Hindi movie channel genre. The movie is directed by Nagesh Kukunoor – a director known for his simple yet impactful take on issues pertaining to the everyday struggles of a common man and his society.
Commenting on the launch, Bharat Ranga, Chief Content and Creative Officer, ZEEL said, “We have a very exciting yet grounded brand film – Sapnon Ki Udaan that reflects upon the very philosophy of &pictures – providing differentiated content to the viewers. We wanted to come up with a fresh offering that targets the changing consumption trends of our viewers, which is still rooted to their customs. We intend that through a wider showcase of television and internet mediums this inspirational message touches the lives of our viewers as often as possible.”
Manish Bhatt, Founder Director, Scarecrow Communications said, “A good movie channel is all about telling any large screen story using a small screen without losing its cinematic values and the essence of the film. So, for a new age interactive movie channel especially designed for new age Indians) like &pictures, what could have been a better way to communicate this than demonstrating the same by telling a three-hour story in couple of minutes without losing drama, emotions, grandeur and the essence of the celluloid entertainment. And with the able guidance of Bharat Ranga & dual experience of the brand team (Akash Chawla & team) in the area of what works on TV & cinema both, and additionally under the direction of the new age film maker like Nagesh Kukunoor, Scarecrow as a creative agency behind the film, has been able to accomplish the communication task successfully.”
Returning to his favourite backdrop of Rajasthan, Nagesh Kukunoor weaves the story of a young man who steps out of his comfort zone to make a living for seemingly just himself. However he returns with ideas and solutions that better the lifestyle of everyone attached to his childhood. This is an interesting representation by a new-age director who reflects the same ideology and essence of the brand.