Three channels in Zee’s hindi movie cluster - Zee Cinema, Zee Cinema HD and Zee Classic - have donned a new look, designed by Super Studio in Argentina alongside the broadcaster's in-house team. Zee Cinema also has a new thought ‘Badalta cinema ke saath badalta Zee Cinema’, in line with its new programming line up.
Ruchir Tiwari, deputy business head, hindi movie channels, ZEEL, told Campaign India, “We have a fresh line up of movies which include Haider and Khoobsurat. All our properties – the Saturday night slot, Sunday night slot etc, have a new look. This will help us work out new associations with advertisers too.”
On plans to market the new look, he added, “The brand is very powerful and robust. We’ll be aggressive on consumer marketing all through this year. We’ll be looking at events for an on-ground connect.”
Along with on-ground elements, the channel also air an on-air campaign, which features Bollywood celebrities endorsing it.
For Zee Classic, the channel had donned a new look a few months ago. Two new brand films have rolled out now, under the tagline 'Woh zamaana, kare deewana', which goes with its positioning of 'Bhool jao sab kuch aur kho jao Zee Classic ki haseen duniya mein'.
View the films conceptualised by Whyness here
He explains, “This is almost like the second phase of the new-look campaign. We are trying to create more awareness about the channel with this campaign. The audience has grown immensely over the last two years. This is a good place to be in, but now the idea is to take it forward and build more awareness. For this, we figured we needed a big brand push. We have worked hard on the campaign, which will be running on Zee’s channels.”
He adds, “The thought for this campaign was that these great classic movies from yesteryear are very differentiated and have a different charm.”
The campaign will also comprise digital activities.