Stay Amazed with the New Sony Pix

MUMBAI: Brand Sony is getting a makeover. Days after Sony Entertainment Television Network announced its fresh new look, Sony Pix is following suit, starting with a repositioning from ‘Hollywood is here’ to ‘Stay Amazed’.

The new brand identity will be unveiled along with the world television premiere of Skyfall on 27 October at 1:00 pm and 9:00 pm on the channel.

As opposed to the earlier tagline ‘Hollywood is here’, ‘Stay Amazed’ defines what it is about Hollywood that people like, breaking the clutter and making the channel stand out from the crowd. Significantly, it’s a brand promise that viewers of the rebooted Sony Pix will never have a dull moment, whether they’re watching it on television, social media or on-ground.

Says Sony Pix executive VP and business head Saurabh Yagnik: “The whole idea is to break the clutter and give the audience what they truly want to see and experience. The revamped look propagates the brand philosophy of being fresh, innovative and progressive. Our content and branding will establish Sony Pix as the most exciting, fun and entertaining English movie channel.”

The repositioning has been a gruelling exercise with Team Sony Pix burning some serious midnight oil to brainstorm and understand what Indian audiences really want from in particular English movie channels and in general Hollywood. The channel has rifled through pitches from some 24 companies across five continents before zeroing on Argentina-based Medialuna (MDL) for designing the new look.

The channel rifled through pitches from some 24 companies across five continents before zeroing on Argentina-based Medialuna (MDL) for designing the new look

And the result is for all to see - an all new packaging in eye-catching ‘neon green’, which is part of Sony Pix’s revamped strategy to stay-in-sync with an increasing number of young viewers. What’s more, synergies have been worked out between the upcoming instalment of the Krrish franchise and Sony’s rebranding campaign.

“The whole revamped look took nearly six months to execute, and we narrowed down on Medialuna after taking a close look at their body of work. We are really glad with the final outcome,” exults Yagnik.

Coming to the Skyfall premiere, a 360-degree promotional campaign is on the anvil, which promises to engage viewers like never before. The channel is gearing up for the ‘Biggest secret mission ever’ on Facebook - designed to give viewers a once in a lifetime opportunity to win a trip to the ‘Bond in Motion’ exhibition in London. (Bond in Motion is the largest official collection of original James Bond vehicles over the past 50 years).

Says Sony Pix vice president - marketing Neville Bastawalla: “This is something that is really going to get our viewers engaged and get more involved with the channel. The mission will be played over three phases: one to crack a maze of obstacles using clues, second being a first of its kind game where your mobile phone becomes a remote to chase clues, and the third being simply type in the codes that are flashed on the screen during the premiere to win a chance to visit the ‘Bond in Motion’ exhibition in London.”

While the in-house team has designed, conceptualised and executed the on-air promos, the outdoor Skyfall campaign, to be carried out in Mumbai and Delhi, will be handled by Leo Burnett India. Tonic Media will look after the digital front. Approximately 80-85 per cent of the marketing budget has been kept aside exclusively for the repositioning, and the channel is confident of a great response from the trade and audiences alike. is the presenting sponsor for the Skyfall campaign while Dell and Engage Deos are the powered by sponsors. Other sponsors include Toyota, Lombard suiting, Whirlpool, We Chat and many more.


The new look will unravel along with the premiere of 'Skyfall' on 27 October

In charge of the digital component of the entire rebranding exercise is Tonic Media. With nearly 33,300 followers on Twitter and a little over 3,275 likes on Facebook at the time of penning this article, Sony Pix is looking to intensify its engagement with viewers on social media.

On the cards is an interactive initiative with NottyPixy, who is touted as this Hollywood insider, who works hard and parties harder, is quirky, has loads of attitude and resonates with the youth. The #NottyPixy hashtag has been launched to promote the Notty Pixy character, with Notty Pixy taking over the @SonyPix handle every Thursday. Further, Notty Pixy will get onto the channel from end-November, every Friday, at 7:00 pm, to run a movie of her choice and interact with viewers through social media as well as on-air with ‘Wow trivia with a Notty Pixy twist’.

While the repositioning is aimed at taking the channel to greater heights, even presently, Sony Pix appears to be in a good space.

Movies-wise, the channel has nearly 250 - 300 active film titles, which include the Rocky series, Spider Man franchise, Mission Impossible series, Terminator franchise, animation films like Madagascar, Shrek and Kung Fu Panda plus a recent acquisition - the complete Bond franchise along with the latest flick, Skyfall.

Pix also boasts some big-ticket releases of 2013 including: Hansel & Gretel: Witch Hunters, Captain Phillips, The Hobbit: The Desolation of Smaug, Hotel Transylvania, Smurfs 2, White House Down, Django Unchained, Grown Ups 2 and After Earth among others. Moreover, the channel is associated with five of Hollywood’s leading studios such as Paramount Pictures, Lionsgate, Sony Pictures, MGM and Universal.

So does Pix plan to restructure its FPC (Fixed Point Chart) with the implementation of the 10+2 ad cap rule? “Firstly, I really don’t believe that the ruling will make a very big difference to English movie channels, but if it does get implemented, then we are ready for it as we at Pix believe we can deliver engaging content to keep our viewers hooked on,” replies Yagnik.

A 360 degree campaign will be carried out for the repositioning

Currently airing (14+2) 16 minutes of advertisements per hour of programming and second only to Star Movies in the English movie channel space, Pix has seen a 35 per cent growth in terms of its reach pre-DAS and post-DAS, and a 36 per cent growth in terms of TSV (Time Spent per Viewer), so while the channel is well placed, it is also making all the right noises to pip competitors at the post.

Latest Reads
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

Whether businesses and industries practice their art of selling fairly although they have 'Fair Practices' training during the academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India.

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary
Colors emerges strong on strength of Naagin I & II

MUMBAI: One of the top rated shows Naagin Season 2 helped Colors reach a top-ranking position.

Television TV Channels GECs
Pakistan Broadcasters Association to oppose PEMRA Indian content ban

MUMBAI: The Pakistan Electronic Media Regulatory Authority (PEMRA) shocked both Pakistan and Indian broadcasters when it issued an order blanking out  all Indian content from Pakistan’s television channels on 19 October.

Television TV Channels GECs
Sony Pix to telecast 'Jurassic World' on 22 October

Sony Pix will take the viewers on a thrilling, adventurous journey with cloned dinosaurs in their Billion Dollar Premiere property. The channel plans to air Jurassic World on 22 October at 1 pm and 9 pm.

Television TV Channels English Entertainment
Sony AXN scripts deal with Pinewood; buys stake in SVOD service Hopster

Folks at Sony Pictures Television (SPT) are in a celebratory mood. Not only has it signed a six-series deal with Pinewood Television but has also acquired a minority stake in the London-based video subscription service for kids content - Hopster.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories