MUMBAI: Ultra Media & Entertainment Group has unveiled its latest OTT platform, Ultra Play, dedicated exclusively to streaming classic Hindi films. With the tagline ‘Har Pal Filmy,’ Ultra Play offers a nostalgic journey, bringing yesteryear’s cinema to a new generation of viewers.
Ultra Play has a curated collection of over 2,000 movies spanning from the 1950s till date. The platform features a bmovies from filmmakers such as Guru Dutt, Raj Kapoor, Shakti Samanta, Subhash Ghai, Vidhu Vinod Chopra & many more. As a Hindi-exclusive OTT platform, Ultra Play focusses solely on Hindi content offering what it calls ‘Har Zaamane ka Content’.
Ultra Play’s launch is being supported by a new TVC that looks to capture the essence of the platform’s tagline, ‘Har Pal Filmy’. The campaign is designed to evoke memories and emotions, reminding viewers of dialogues, characters, and moments that have defined Indian cinema for decades. This TVC is a focal point of the platform’s marketing efforts, ensuring that the platform resonates with audiences across all age groups. This 360-degree campaign will be amplified across Print, TV, OOH and social media platforms.
In this TVC, the storyline unfolds during a quintessential matchmaking setting, where potential suitors and their families engage in a dialogue spree inspired by Bollywood films like ‘Aradhana’, ‘Lawaaris’, ‘Half-Ticket’, ‘Kaala Sona’, ‘Awara’, ‘Beti No. 1’, ‘3 Idiots’ etc. The campaign looks to leverage the pop-culture phrase and movie title ‘Shaadi main zaroor aana’ to amplify the brand’s narrative and lands on its proposition – ‘Ultra Play …. Banayein Har Pal filmy. As the festive season unfolds, this ad pushes the brand promise of bringing audiences an extra layer of excitement and joy, infusing their celebrations with a blend of nostalgia and entertainment.
Sushilkumar Agrawal, CEO, Ultra Media & Entertainment Group said, “Ultra Play is our tribute to the timeless magic of Bollywood. By reviving these classic films, we are not only allowing audiences to relive their cherished memories but also introducing a new generation to the legacy of Indian cinema. Through Ultra Play, we aim to create a wholesome entertainment experience that celebrates the best of Hindi cinema, bringing families together through the love of films.”
Ultra has also unveiled ‘Ultra Gaane’, an OTT platform celebrating the golden age of Hindi cinema music. With the tagline ‘Dekh Ke Suno,’ it brings back the visual allure of over 4,000 classic tracks from the 1940s till date, while also showcasing new, independent artists to keep the content vibrant and contemporary.
Rajat Agrawal, COO, director Ultra Media & Entertainment Group said, “Ultra Media & Entertainment Group has been at the forefront of transforming India’s home entertainment industry, from VHS tapes to the OTT era. Our focus on digitisation and restoration ensures that classic cinematic gems are preserved for future generations to deliver an exceptional audio-visual experience”.
Ultra Media & Entertainment Group added that it has seen a rise in the consumption of Indian content across South Asian countries, the UK, the USA, and French-speaking African nations. With the launch of Ultra Play and its suite of other OTT platforms, Ultra is looking to deepen its global reach.
This new ad campaign is envisaged by Ultra Group’s in-house creative team. Brinda Agrawal, Head of Marketing, Ultra Group further adds “Nostalgia is a powerful force that connects us to cherished memories and beloved classics. With Ultra Play, we’re not just reintroducing iconic Bollywood films; we’re reviving the magic of these cinematic gems in a way that resonates with both nostalgic fans and new viewers. Our ‘Har Pal Filmy’ campaign captures this essence, making classic cinema accessible and exciting once again”
Ultra Play is available for Rs. 199 per year in India and with a dynamic price point internationally. Viewers can enjoy ad-free access to these films and songs.
