ZEEL's &Prive HD to enter Rs 450-600 crore English movie category on September 24
Zee Entertainment Enterprises Limited prepares the launch of its premium HD English movie offering, &Privé HD with an exhaustive marketing plan touching all mediums
Looking at the recent increase in HD consumption (10.8 million HD boxes from 5 million in 2015) and growing appetite for non-mainstream English cinema, Zee Entertainment Enterprises Limited (ZEEL) found the perfect time to bring its HD offering, &Privé HD. Scheduled for September 24 launch with the premiere of Academy Award-winning-movie 'Moonlight' at 9pm, the channel's brand proposition is 'Feel the Other Side.' It will include premieres of 40 critically acclaimed movies along with 350 titles from production houses across the globe from thriller, drama to comedy.
In the making since 9.5 months, the channel targets NCCS A and B, individuals aged between 25 and 50 across metros. It will launch on DTH platforms like Dish, Tata Sky, Airtel and Sun.
Aparna Bhosle, Business Cluster Head – Premium and FTA GEC Channels, ZEEL said, “&Privé HD with its fantastic line-up of movies will appeal to audiences that have a global mind-set and a penchant for premium experiences. The curated list of movies that will be aired on the channel will have multiple layers and a certain depth – something that we have realized appeals to a section of non-conformist cinema enthusiasts in India. &Privé HD will boast of a line-up of movies that will cut across genres and will hopefully remain etched in the minds of our consumers, making them truly experience ‘The Other Side’ of cinema.”
With the opinion that English movie space is largely underserved, Bhosle is confident that &Privé HD will only help the category grow more. It will come as part of HD pack while a-la-carte will cost Rs 30. Packaged by Canadian design studio Zink, the channel's design takes inspiration from high-end premium international print magazines. Armed with advertising agency FCB Ulka's expertise the communication campaign took four months (from conceptualisation to execution). Prathyusha Agarwal, Chief Marketing Officer, ZEEL said, "Keeping in line with our free-thinking audience's evolved design sensibilities, the brand and broadcast design delivers a signature luxury visual experience that is inspired by international magazine style and semiotics."
She shared that they arrived at the proposition of 'Feel the Other Side' first followed by curation of titles. Marketing will take 360-degree approach touching upon TV with cross-channel promotion (under its own network and others) from September 12 and outdoor campaign across Delhi, Mumbai, Hyderabad and Bangalore (up on September 18). It is also tying up with multiplexes in these metros (out on September 22). Digital will be given special emphasis as 'that's where the audience is who is expressing opinion.' Through its social media platforms like Twitter, Instagram and Facebook, it will be reaching out to 14 million digital audience. Its targeting 150 million impressions through other platforms.
Agarwal explained putting the channel under & brand and added, "Zee is looked upon as family wholesome entertainment. We are looking at & as the coming-of-age and exploring new horizons kind of a brand. If you compare Zee Studio and &Privé, the former is still that mainstream Hollywood blockbuster popular space while the latter explores the mind-set space. That’s why &Privé fits beautifully with the & master brand.
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