Zee Cinema has rolled out a campaign titled 'Rehna Hai Saath Saath' (have to stay together), which aims at inspiriting the message of positivity and togetherness in a post-pandemic world.
Conceptualised by Lowe Lintas and Zee Cinema's in-house team, the series of films showcase families supporting their loved ones as they have understood the true meaning of life and collectiveness.
The first film features a family of four sitting around a table for dinner. The son tells his father that since he will be working at home again this year, he'd like to stay back and look after his parents.
The second film features two brothers. The elder brother offers to support his younger brother as he starts a new business. Both the films end with a carousel of the most-watched movies on Zee Cinema during the pandemic.
Ruchir Tiwari, cluster head, Hindi movie channels, ZEEL, said, "Zee Cinema has family entertainment at its heart and strives to deliver it with every movie presentation. During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films. In this phase, we have all experienced a whirlpool of emotions. Here, connections have helped us survive and togetherness is what helps us progress. Rehna Hai Saath Saath is an extension of this sentiment. Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all. We hope to instil this spirit of happiness and deliver the promise of quality entertainment to all the families connected with us.”
Kartik Mahadev, CMO-content business, ZEEL added, “Cinema is an inspiring and binding medium. This became even more apparent when we gathered around our television, as families, and watched movies together during the difficult phase of lockdown. The same is reflected by the 13% viewership rise for the Hindi Movies genre during the 2nd wave. Zee Cinema has always been a champion of blockbuster movies and cinema’s core attribute of inspiration and togetherness. We, as a society, come together and do the extraordinary when times are tough. The campaign captures this spirit of togetherness that has helped us emerge stronger. Each brand film mirrors the story of not just one person but the story of us as a people. It encourages us to move forward with a new sense of positivity.”