SONY PIX recently unveiled its plans for the Bond franchise that it has in its library. The property launched under the name ‘PIX school of BONDing’ will showcase one of the largest franchises from Hollywood with 23 movies. For this the channel has roped in Sania Mirza, in an avatar of a trainer at the ‘PIX School of BONDing’ in the on-air promos for the property. In the promo she is seen giving tips on how to woo your way to a woman’s heart, the Bond way.
The property which has already been aired on the channel will now be showcased with a new positioning for all the Bond titles ever made to the latest Bond movie Skyfall for the next 12 weeks starting 22nd Nov every Saturday at 7.00 PM and 9 PM. During the breaks in the movie Mirza will be giving short lesson on how to what makes this character so iconic.
Speaking about this, Saurabh Yagnik, EVP and Business Head, Sony PIX and AXN said, “We have the Bond franchise for three years. He is one of the most desirable characters. If you look at it, the Bond (franchise) before it came to us was playing across multiple channels but it was associated with gadgets, guns, cars and women and run horizontal slots Monday to Sunday or Monday to Friday every week for the Bond franchise.” He said that for them there were two main challenges when they brought this franchise. The first was to sustain the relevance of a franchise that spans across 50 years to the current generation comprised mainly of the youth that watch English movie channels. The second was to differentiate themselves and not repeat what has been done in the past (with this franchise). “A deeper probe led to a brilliant insight. Girls, gadgets, guns & cars keep changing over time, but what keeps BOND ticking is his evergreen attitude. Through this campaign we have sought to amplify his style, charisma and most importantly the evergreen attitude which makes him the Ultimate Man. The iconic Sania Mirza articulates this and how he woos his way to a woman’s heart,” he said.
Speaking about the reason for choosing Mirza as the face of the campaign Yagnik said, “Our objective was to create a differentiated and disruptive proposition. From here germinated the thought of portraying Bond’s attitude and desirability through the eyes of a woman. We wanted the face of the campaign to be a popular youth icon and that too in a never seen before avatar. With this brief, having Sania on board not only met our criteria fully but also blended with the PIX philosophy of wow, cool and with a twist.”
The property has a list of brands sponsoring the show which includes Micromax as the presenting sponsor, Maruti Suzuki Alto K10 as the powered by sponsor and associate sponsors include Quikr, Titan Skinn, 99acres.com, Nutrilite by Amway and Crizal by Essilor.