&pictures is all set to provide a refreshed brand experience to its viewers. Launched in 2013 the movie channel from the Movies cluster of the mighty Zee Network,& pictures has been catering to an audience with a youthful mindset with an array of content and characters that reflects their life choices and beliefs. Retaining its progressive yet rooted brand DNA, the all new &pictures has levelled up its energetic and quirky vibe that promises to leave viewers refreshed with a full-on experience.
&pictures refreshes itself with On Nahi, Full On starting today.
To take us through the refresh, Ruchir Tiwari, Business Head – Zee Hindi Movies Cluster shared insights about the exercise and a lot more.
How has the lockdown period been for &pictures in both – advertising revenue and viewership?
From a business perspective, every now and then the general sentiment keeps changing. And is now improving in the unlock phase.
The only positive we had in Q1 was in terms of viewership, and that a lot of new ideas were cracked and a lot of new audiences sampled the channel, and more importantly, liked it. It will always create a bucket of new and more loyal consumers so that’s good. Now it all depends on us at how do we entertain them and engage them for the rest of the year. Our numbers have been really good. In the lockdown there was a new spike, which has come back to normalcy with GEC content coming back to television but overall it’s still very steady.
It is good that while consumers now have a lot of variety of content to choose from, still there no fall in viewership and there is enough content which a lot of people are consuming. No signs of fatigue as yet, which speaks volumes about our content.
Coming to the brand refresh – On Nahi, Full On… why did you feel the need to refresh the brand…. And where is the brand on the PLC now or if I should say brand life cycle?
It’s been 5 years to the channel, and we are in the growth stage on the life cycle.
Since it is a channel with a younger mindset and a lot of millennial content is there because of the films that released after 2000 that include a great mix of young Bollywood films and latest Hindi films. Our core TG is in the age bracket of 13 to 21. Obviously the 21 to 35 age bracket too is a very strong TG for us. What happens with young and restless youth is that every five years there is a set of new audience that starts sampling entertainment channels.
A lot of people get into the cycle of consuming entertainment from the age of 14-15-16 etc and that is a time when we made a lot of good deep loyal audiences for the brand. Now is the time after 5 years where you have to build more connections. And the current youth is even more restless with a plethora of entertainment options at their disposal. We thought that the brand &Pictures which stood for ‘sapno ki udaan’ and achieving your dreams and promoted the idea of rooted yet aspirational, which translates into something like,‘badon ke paun bhi choote hain aur asmaan bhi’.
The Next Leap – On Nahi, Full On
Now it’s time for us to take the next leap and address the new set of audience and so that we have a stronger equation with the audience. So we thought that On Nahi, Full On has a greater insights in terms of living in the now!
Now, the new refresh, new design, new content line-up and all the messaging around this is what will create an all-new experience, and so everything will be the & style as it’s the only channel which is so which is so high on its decibel level in terms of its marketing.
Our connect with audiences is great, whether it is on TV or off air where it doesn’t sound like tier two-channel who’s just showing movies for the sake of it. It has a very clear propostion, much more recall. And most of all consumers feel like that noise levels and in general, the experience is as good as any of the top two channels.
‘&’ Style Marketing
We have a lot of campaigns planned. A lot of fresh and new content offerings upfront, such as the Bumblebee film, which goes on air next week, after which we have Good Newz and then we get into the festive mode of Diwali all the way till December. Week-on-week we are going to be releasing new and fresh content and activations.
The brand campaign will also have a lot of digital, radio and TV presence with &TV compositions and video assets. It’s a complete 360-degree campaign.
Brands partnered for the channel refresh
The channel refresh is concerned with the consumer communication.And gauging the advertiser sentiment is a parallel exercise. But we have a lot of a few of the channel partners who’ve partnered with us with this launch also. This exercise is more about keeping the consumer in the center and having very clear focus on them.