Zee Talkies, part of the Zee Group will have a refreshed identity next month. The channel was formed in 2007 and has completed three years.
For the past three years, the channel has a tagline of ‘Maharashtracha Mahacinema’ which will now be changed to ‘Aapla Talkies, Zee Talkies’. Nikhil Sane, Business Head, Zee Talkies, explained the thought behind the logo and said that when the channel was launched, the social environment was very different and Marathi cinema was very limited. Now, there are a lot of Marathi movies that release in the theaters.
He added that even the channel is in tune with the changing times and has produced nine Marathi films. The channel will add new shows and have more infotainment based programmes. The channel also aims to have big ticket premiers of the latest releases. The movie library has also been spruced up to 450 titles from the earlier 250 titles.
The announcement of the new positioning change will be done today and it will be unveiled on November 13, 2010. There is an eight week marketing plan that the channel has in place to promote this change, which includes a new brand film as well.
Talking about the need to reposition, Sane said, “The Marathi industry is growing and we need to capture it.”
Our typical marketing budget is usually 10 per cent of the topline spend