'Chennai Express' halts on &pictures

MUMBAI: Did you get a reminder call from Shah Rukh Khan to watch Chennai Express on &pictures? Following the success on Zee TV which garnered 19,541 TVTs, Shah Rukh Khan and Rohit Shetty’s gigantic blockbuster, Chennai Express will now halt on &pictures on 23 November at 8:00 pm.

The new Hindi movie channel is pulling all stops to make this premiere an even a bigger success than Zee TV. The channel has devised an interesting digital mechanism to promote the premiere of this blockbuster film.

“It is the first of its kind initiative on Hindi movie genre space,” asserts Zeel marketing head (national channels) Akash Chawla. “It is a challenge now for &pictures. When there is a platform as big as Zee TV and when there is a movie as big as Chennai Express and the ratings are as big as what they had come when it was last aired, it makes it that very important for the newly launched &pictures. The challenge for us it to come up with a strategy that is new and different from what was used the last time it was telecast on Zee TV.”

“But in terms of the way in which we are building Chennai Express on the channel is aggressive and different. While we are very aggressive on the traditional medium, a lot of hoardings are up in Bombay and for print we are digging deep into the markets also. The brand &pictures is very different as compared to Zee TV so the tonality of the promotion is extremely different as compared to what you saw on Zee. A complete blend of mass media and digital in a big way.”

The brand &pictures is very different as compared to Zee TV, says Akash Chawla

So what are the innovations? Breaking new ground, a unique IVRS (Interactive Voice Response System) model has been created. Through this, viewers can just give a missed call on this toll free number 18001035515 and get a reminder about the movie on their phones in Shah Rukh Khan’s own voice. It works like an alarm clock wherein one can set a reminder about the telecast of the movie and receive a call on the D-Day. The channel is promoting this number on-air as well as on social media.

Interestingly, Brandlogist, a digital creative agency based in Delhi has been roped in for these innovations.

There’s more good news for all movie bloggers and travel freaks! Tapping again into the digital media, the channel is sending four lucky bloggers on the actual Chennai Express train. The group of bloggers will take the train from Mumbai and will go to Chennai and while they travel, they will tweet and write on various forums with regards to their actual travel experience happening on the Chennai Express with the &pictures hashtag. This is another novel way that the movie is going to be promoted via blogging community. Actual experiences and pictures will also be uploaded real-time.

With the help of the blogging community associated with Indi Bloggers, these bloggers from Mumbai and Delhi will get to win this experience on the Chennai Express train.  A page on Indi Blogger will track the entire journey from start to finish in real time. There will also be a live feed of their tweets, blogs and pictures on social media.

Over and above the digital initiatives, an aggressive marketing strategy has been initiated on other mediums including TV, Radio, Print, Outdoor, OOH and Cable.

At present, the new channel has its official Twitter page with twitter handle @AndPicturesIN and boasts of more than 4,300 followers. The page is buzzing with tweets and re-tweets related to Chennai Express with hashtags #chennaiexpressandyou. It has also launched its official Facebook page which has more than 57,000 likes.

Latest Reads
Zee Cinema to air the World TV Premiere of the family entertainer Pad Man on Saturday, 26th May at 8PM

The people who are crazy enough to think they can change the world are the ones who do. A movie that dared to break stereotypes and talk about a tabooed topic, Pad Man was instrumental in creating a platform to discuss female hygiene in the country. Helmed by the celebrated director R Balki, Pad...

Television TV Channels Movie Channels
TV Today board recommends 45% dividend; numbers up

The board of directors of TV Today Network Ltd (TVTN) has recommended a dividend of Rs 2.25 (45 per cent) per equity share of face value of Rs 5 each for the financial year ended 31 March 2018 (FY 2018, year, fiscal under review). The company has reported 10.7 per cent growth in consolidated total...

Television TV Channels News Broadcasting
Sony takes audiences to the crossroads with new show

MUMBAI: After being a leader in introducing mythological shows, Sony Entertainment Television (SET) is taking a different route. The channel’s latest offering is Zindagi ke Crossroads, a 39-episodic interactive show where the studio audiences will put forward their opinions on the challenges faced...

Television TV Channels GECs
Cosmos-Maya’s next international co-production is a spin-off series of the much talked about 3D Animation feature film Leo da Vinci: Mission Mona Lisa

is another high quality 3D animation international co-production - a spin-off series based on the recently released film Leo da Vinci: Mission Mona Lisa.

Television TV Channels Kids
EPIC TV & Penguin Present The Third Book Of The Devlok With Devdutt Pattanaik Series

Where did the name Radha come from? When did Christianity first come to India? What is the connection between sanskar and dharma? After the enormous success of the first two books in the ‘Devlok with Devdutt Pattanaik’ series, India’s favourite mythologist, Devdutt Pattanaik, is back with a third...

Television TV Channels Factual & Documentary
Banijay Asia and Salman Khan TV collaborates to create content for digital and tv

World’s largest independent content creation group, Banijay Group recently entered Indian & South East Asian market under the guidance of Deepak Dhar with an aim to produce content across genres. Banijay Asia &SK TV, which was launched few years back, come together to create novel and...

Television TV Channels GECs
DSport reaches 110 mn households in a year

DSport, the sports TV channel by Discovery Communications, has achieved the milestone of reaching 110 million households in India. The channel was launched on 6 February 2017 and achieved the milestone within one year of operations in India and has expanded its distribution across all DTH and...

Television TV Channels Sports
Star Suvarna to telecast 'Kannadada Kotyadhipati 2018' the Kannada version of 'Who wants to be a Millionaire' as part of its revamp

May 21, 2018: The third season of Kannadada Kotyadhipati, the Kannada version of ‘Who wants to be a Millionaire’, which sets the stage for a revamps of Star Suvarna, the Kannada GEC channel of Star Network will premiere in June’18. Since January 2018, the channel has gained viewership share in...

Television TV Channels Regional
Republic Network partners with CAF India to nurture the Culture of Giving amongst Indians as part of its first year celebration.

Republic TV, India’s number 1 English news channel for non-stop 53 weeks is celebrating its milestone first year anniversary in a unique and special way. Republic TV has partnered with Charities Aid Foundation (CAF) India, a not for profit organisation to fuel and accelerate the spirit of giving...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories