Television

&flix celebrates one year of Leaps with Hollywood’s biggest titles and highest number of television premieres

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MUMBAI: When it comes to slick action, unparalleled adventure and blockbuster entertainment; &flix is truly the ultimate destination for the biggest Hollywood hits. Bringing some of the most popular superheroes from the Marvel universe, ultra-cool agents on a mission or even the most adorable man-cub to Indian television; &flix celebrates a year of ‘Leaping Forth’ into a world of unlimited possibilities. Presenting viewers with a whole new world of extraordinary experiences through blockbuster movies, the channel is set to celebrate the one-year anniversary with a host of exciting initiatives and a promising content line-up.

Keeping in mind the viewers’ ever-evolving desire to break out of the orbit of sameness and take a quantum leap, &flix is one destination that provides fascinating content tailored for viewers who want to leap beyond what’s possible through the larger-than-life movies. Over the last year, the channel has fashioned a remarkable roster of over 40 hit premieres and over 550 great movies that not just show you what is, but what could be. Hence the inception of the brand proposition #LeapForth, where the channel enables viewers to enter a world of unlimited possibilities.

As a part of the celebration of its one-year anniversary, &flix has launched the campaign #EverydayLeaps, where the idea is to encourage their viewers to break out of the monotony and leap beyond what’s possible. Keeping the campaign thought in mind, the channel has engaged in various activities across major markets. Additionally, leading up to the big day, the channel launched ‘7 Days 7 Leaps’ – a property that presented viewers with the best of the best movies like Jumanji: Welcome to the Jungle, Venom, Captain America: Civil War, Spider-Man 2 and Men In Black 2. If that’s not all, as an anniversary special, &flix has launched ‘Best Flix Forever’ - a month-long property bringing top-rated movies such as Pirates Of The Caribbean Dead Man’s Chest, Men in Black 3, Black Water, The Reef and Gods of Egypt.

Focusing on the &flix’s proposition, #LeapForth, the launch has really been a positive lunge for the brand. The channel has continuously engaged with consumers through various associations and activities alike. The biggest being Flix First Screening, an on-ground IP that provides a breath-taking cinematic experience of a movie before its theatrical release, in association with PVR Cinemas. Movies like Spider-Man: Into the Spider-Verse, Venom, John Wick Chapter 3 – Parabellum, Hotel Transylvania 3 amongst others have been featured as part of the Flix First Screening where the channel has engaged with the viewers through varied activities. Simultaneously, the brand has successfully touched digital platforms and engaged its audience through multiple social media contests. For Venom, one of &flix’s biggest movie premieres for 2019, the channel launched a robust 360-degree campaign, #VenomInMyVeins where the brand associated with Ranveer Singh’s IncInk Record Labels along with artists Kaam Bhaari and SlowCheeta to create a Venom Anthem exclusively for the Indian market. To amplify the premiere, the brand also painted the walls with graffiti in Mumbai and Chennai inspired by the campaign with an aesthetic Indian touch.

Speaking on the anniversary, Prathyusha Agarwal, Chief Marketing Officer, ZEEL, said, “This time last year, we identified a clear gap in the category for the ever-evolving and un-satiated viewers. With the launch of &flix, we have constantly strived to bring larger than life experiences through our premieres and associations, enabling our viewers to Leap Forth and explore unlimited possibilities. We are extremely proud of the significant growth and the heart-warming response that &flix has witnessed in its first year.”

“The channel has won recognition for several initiatives, be it the standout packaging and design, or other consumer focused initiatives such as the Tweet To Reveal launch campaign or the more recent #WhereIsMyChannel campaign featuring Anurag Kashyap executed in the wake of the NTO, where our aim was to encourage consumers to make an involved purchase decision. The most recent #VenomInMyVeins anthem for the television premier of Venom, garnered over 30 million impressions across video platforms on digital. Staying true to our brand proposition, we are certain to engage and excite our consumers with over 25 big premieres lined-up for the year ahead, that will encourage our audience to #LeapForth into a world out of the ordinary,” she added.

Throughout the year, &flix has achieved phenomenal growth and managed to stay ahead of the curve with many of the most-watched premieres like Spiderman: Homecoming garnering 254 GTVTs and Jumanji: Welcome to the Jungle clocking 234 GTVTs {Source: BARC | TG: 15-40 | NCCS AB | Mega Cities | Week 1-43, 2018}, amongst others. The channel has showcased the best of all genres with some of the highest blockbuster movies from Hollywood like Blade Runner: 2049, Guardians of Galaxy, Avengers: Age of Ultron, Antman, amongst many others.

Speaking on the anniversary, Shaurya Mehta, Business Head, Zee English Cluster, said, “It brings us immense happiness to share that it’s been a year full of blockbuster premieres with &flix. As one of the leading English entertainment channels, we’ve always endeavored to carve a niche and serve as real disruptors in the category. Over the past year, our loyal viewers have truly pledged to #LeapForth into a world full of unlimited possibilities. Having witnessed a growth of over 50% in viewership between December 2017 (as Zee Studio) and December 2018, we’ve successfully moved the needle with the launch of &flix. &flix HD has increased its viewership numbers by over 200% between the same period, making a dent in the HD consumption in the genre. Having completed a year of exciting innovations truly calls for a celebration and with #EverydayLeaps, our aim is to encourage our audience to share the many leaps out of the ordinary that they take in their daily lives.”

Mehta further added, “While &flix HD has successfully lodged itself as the No 2 HD movie channel in a competitive English movie category, &flix (SD) now sets its ambition to be amongst the Top 3 as it leaps into the second year.”

Bringing some of the choicest Hollywood blockbusters, prized dramas, international news and lifestyle content for the Indian viewers. Zee Network’s English Channels are truly the one-stop destination. With a powerful bouquet – Zee Prime English Pack - comprising &flix, Zee Café, LF and Wion, priced at an attractive Rs. 15/- per month, viewers are truly spoilt for choice when it comes to compelling content on television. That’s not all! For those who appreciate nuanced cinema, &PrivéHD brings riveting and award-winning films that stimulate the minds as they show them the other side of cinema. Zee Prime English HD Pack English comprising - &PrivéHD, Zee Café HD, &flix HD, LF HD is priced at Rs 25/-.

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