Top Story

e4m_logo.png

Home >> Marketing >> Article

&pictures and Aamir Khan host the screening of Chale Chalo, the making of Lagaan

10-June-2014
Font Size   16
&pictures and Aamir Khan host the screening of Chale Chalo, the making of Lagaan

&pictures created a live interactive initiative with Bollywood’s superstar, Aamir Khan. Taking interactivity to the next level, &pictures hosted Aamir Khan in a live event where he interacted with his fans through calls, tweets and SMS. Separately, the channel also gave an opportunity to select lucky winners across India to watch the film with Aamir Khan in Mumbai.

During the interactions, Aamir disclosed that ‘Chale Chalo’ - the making of ‘Lagaan’ is very close to his heart. It was not only the story and script that appealed to him but also the on-set experiences that made this film special for him. Interestingly, while Lagaan was directed by Ashutosh Gowariker who is known for his remarkable cinematic style, ‘Chale Chalo’ was shot by an amateur cinematographer. Karan Johar added to the excitement as he came with Aamir to curate the event and the screening of the movie. Karan Johar who once said that ‘Aamir Khan is Indian Cinema’s game-changer’ was truly excited himself as he found the real life drama and content of Chale Chalo really intriguing.

Akash Chawla, ZEEL Marketing Head, National Channels, said, “&pictures being a true reflection of the subtle evolution of movies and movie viewing experience, has its positioning revolving around two keywords- interactivity and engagement. For this movie, we built up an extensive curiosity campaign to intrigue our audiences and we are very excited with the response we have received. It has been a pleasure to work with Aamir Khan and we look forward to creating any more such interactive experiences for our viewers in the future on &pictures.”

Ruchir Tiwari, ‎Vice President, Head of Programming, ZEEL  Hindi Movie Channels, said, “At &pictures we always aim at providing interactive content and Chale Chalo is the proof of the pudding. While the movie was an enthralling experience in itself, the live segments, tweets and SMS by Aamir himself took created very exciting break content.”

A very excited Aamir Khan said, “This movie is closest to my heart. When we were making the film, we were not thinking of releasing it at all… we just made it out of passion. I am really excited that I have got this opportunity with &pictures to showcase my film to the television audiences.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.