Sahara One has roped in AMO Communications as the creative agency for its upcoming Hindi movie channel, Filmy. The pitch saw four agencies present their strategies. According to industry estimates, the account size has been pegged in the region of Rs 7-14 crore.
Shantonu Aditya, CEO, Sahara One, said, “I’m happy to say that we have finalised AMO Communications as the creative agency for our upcoming channel – Filmy, which will present a whole new world of Bollywood entertainment with engrossing movies and innovative programming, all presented in a unique style.”
Exhilarated over the win, Elvis Dias, Managing Director, AMO Communications, said, “AMO is privileged to have this opportunity to work on so unique and distinctive a channel. Filmy is sure to win the eyeballs of the masses as well as the competition by virtue of the fact that it is such a unique and entertaining concept. I’m sure Filmy will be a big success.”
Elaborating on the reason for bagging the Filmy account, Dias said, “While everyone would like to claim that they have great ideas to entertain the masses who mainline on the small screen, I’d say we bagged this prestigious account due to the fact that the passion of my team matched that of the team at Filmy, who also liked our ideas for the upcoming channel.”
Filmy, which is slated for launch by the end of October, will have the advantage of using Sahara One’s strong library of movies, what with Sahara One Motion Pictures being one of the largest players in the motion pictures arena with over 40 movie projects in hand, of which more than 20 are on the floor.
“We plan to put our leadership position in the motion pictures business and our strengths in the GEC television arena to good use. The core team of Filmy has crafted out the channel personality, programming, look and feel, and we are extremely excited about the way things have shaped up for the new channel,” Aditya said.