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Hindi movie genre gets aggressive

29-May-2012
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Hindi movie genre gets aggressive

As the IPL (Indian Premier League) Season 5 culminated on May 27, 2012, the Hindi movies genre has become active in its pursuit for more eyeballs. Max, the channel hosting IPL, has announced a new brand campaign with the theme ‘Shuruaat Yahin Se’ to support a fresh channel packaging.

Movies OK unleashed a mass marketing exercise to create awareness around its marquee properties such as ‘Seven Days, Seven Premiers’.

In addition, a 12th player, Cinema TV, has entered the space.

Max’ ‘Shuruaat Yahin Se’ campaign will showcase three short films created and conceptualised by its agency JWT. The campaign highlights the monotony in the lives of an old couple, a politician and an Olympic shooter and how certain movies that they watch on Max, change their life. These films are directed by ad film maker Piyush Raghani of Old School Films. The films will be released across television, social media and online forums.

LA-based agency Charlieco has worked on Max’ new packaging. Musical duo Salim- Sulaiman has worked on the music score accentuating the visual theme.

Neeraj Vyas, Executive Vice President and Business Head, Max said, “Max’ brand campaign and packaging incorporates the channel’s brand values, which are youthful, energetic, dynamic, aspirational, and family-oriented. ‘Shuruaat Yahin Se’ brings alive the central communication theme that, Max gives its viewers the power to change their life for the better by showcasing the best of inspiring and thought provoking Hindi cinema. We guarantee a string of enchanting films that are stirring and motivating for our viewers. I am sure we will be successful in engaging loyal viewers and bringing in new audiences.”

Movies OK has taken advantage of the STAR India network and media such as OOH and radio for its marketing campaign. The channel’s aim is to up with 69 GRPs of last week and make way in the top three channels with new kind of movie packaging.

Hemal Jhaveri, General Manager, Star Gold and Movies OK said, “Both our channels – Star Gold and Movies OK – will be very differentiated in their brand traits character and due to this, we have kept a large library exclusive to Movies OK. While Star Gold is the aggressive, brash, blockbuster channel, Movies OK is warm and family movie channel. We believe the proposition will enhance viewer experience and allow us to built on a stronger viewer base.”

The channels in the Hindi movies genre include Zee Cinema, Max, Star Gold, Movies OK, Filmy, UTV Movies, B4U Movies, Enterr10, Manoranjan TV, India Talkies, Zee Premier and Cinema TV.

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