MUMBAI: Sahara One's upcoming Hindi movie channel Filmy, which will be launched on 25 October has roped in AMO Communications as its creative agency.
 
 
Sahara One CEO Shantonu Aditya says, "I'm happy to say that we have finalised AMO Communications as the creative agency for Filmy, which will present a whole new world of Bollywood entertainment with movies and innovative programming, presented in a unique style."
 
 
AMO Communications Pvt Ltd MD Elvis Dias says, "AMO is privileged to have this opportunity to work on so unique and distinctive a channel. Filmy is sure to win the eyeballs of the masses as well as the competition by virtue of the fact that it is such a unique and entertaining concept. We are going at it with all guns blazing."
 
 

Filmy will put to good use Sahara One's strong library of movies, as also the leadership position of Sahara One Motion Pictures, which has over 40 movie projects in hand, of which at least 20 are on the floor.

"We plan to put our leadership position in the Motion Pictures business and our strengths in the GEC arena to good use. The core team of Filmy has crafted out the channel personality, programming, look and feel, and we are extremely excited about the way things have shaped up for the new channel," Aditya said.

On why he feels AMO bagged the Filmy account in a multi-agency pitch, Dias says, "While everyone would like to claim that they have great ideas to entertain the masses who mainline on the small screen, I'd say we bagged this account due to the fact that the passion of my team matched that of the team at Filmy, who liked our ideas for the upcoming channel."