Keeping an eye on the changing audience preferences, Filmy, the nearly three-and-a-half-year old Hindi movie channel, has embarked on a process of self-renewal with an aim to capture the essence of Bollywood.
Elaborating on the revamp initiative, Rajeev Chakrabarti - Business Head, Filmy, said, “We realised it is time we changed ourselves as we have grown a little bigger now. We have got a new line-up, starting from ‘Golmaal Returns’ to ‘Singh is Kinng’ and so on. This apart, we will also be doing some festivals going forward. At the packaging level, we felt that we need to truly reinforce our claim or tagline - ‘Maa Kasam Filmy Hain’. Therefore, the entire thought behind is that India is mainly fascinated by movies, wherein one would recall the dialogues, characters, songs and so on, are imprinted in our minds. So, the entire thought came in from there and that’s how the idea of the packaging revamp started, which makes Filmy truly Bollywood.”
Chakrabarti further said, “We were in the consolidation mode, but now we are on the growth path, so we will have acquisitions and our distribution has improved a lot, and we are aggressive in marketing as well. So, overall we are very certain that at the end of this year we will look very good. We are absolutely on track and I think we are doing quite well.”
The Hindi movie channel has divided its marketing plans into two phases. In the first phase, the channel will be taking to mass media. In fact, it has also created a brand film called ‘Inspector Late’, who is typically late for everything, but is always on time for Filmy, and that’s the main message which conveys the brand message nicely. Television is the prime medium for the promotional plans, which will be not only across the Sahara Networks, but also cross promotions. Radio is seen as the next best reach, while print will also be explored, and the next phase will see online and on-ground activations in a big way.
“Outdoor will be used tactically as and when it is required in various markets. With the current profile of Filmy, we will definitely look at online very, very seriously. We have always been proactively been doing online over the years and going forward, I am seeing online as a platform which will sustain the interaction beyond television between Filmy viewers and Filmy as a brand,” Chakrabarti added.
This particular packaging has been completely designed and executed by the in-house team of Filmy. PerceptH is their creative agency, while Allied Media is the media agency.