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Sony Pix aims to 'amaze' the youth audience with new positioning

16-October-2013
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Sony Pix aims to 'amaze' the youth audience with new positioning

Sony Pix, the English movie channel from the Multi Screen Media (MSM) stable, is poised to showcase its refreshed brand identity featuring a new look and the brand philosophy, ‘Stay Amazed’, which aims to reflect its youthful and progressive approach to content and audiences.

The new philosophy of Sony Pix aims to take a leap forward to create a positioning that will define ‘What of Hollywood’ people like, thereby breaking the clutter and distinguishing it from other key players in the category.

Commenting on the relaunch of the channel, Saurabh Yagnik, EVP & Business Head, Sony Pix said, “Sony Pix has successfully delivered its brand promise of providing blockbuster content and offering wholesome viewing experience to its viewers. The channel is on a strong growth path and is consistently operating in the top two bracket of the category. It has been our constant endeavour to innovate and differentiate our brand to bring in relevance to our viewers. In our new avatar, too, we promise to continue this endeavour and give the audience a richer viewing experience through engaging content and campaigns. The revamped look propagates the brand philosophy of being fresh, innovative and progressive.”

On the social media front, the channel has innovated to differentiate by creating a unique character – ‘Notty Pixy’ – to represent Pix on social media. The character is positioned as a Hollywood insider who provides the latest Hollywood news and gossip with a saucy twist.

The new channel packaging will be seen in neon green, which the channel perceives as is ‘eye catching’ and a hot trend with aspirational youth brands. This change has been brought about to enable the brand stay in sync with its increasing number of young viewers.

The new brand identity will be introduced in conjunction with the premiere of the movie ‘Skyfall’ on October 27 on Sony Pix.

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Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.