Movie Channels

Max goes maxi on its campaign

Published

12 years ago

August 23, 2013

MUMBAI: Have you ever, in the middle of some important discussion got up and said something completely out of context and people thought it was too filmy. If it happens often, well you can easily blame the movies for it. Cinema has become a part of our lives which easily influences our thoughts and also adds drama, but in a cute little way. And this is what Sony Max, is trying to cash on through its newly launched three TV campaigns.

“We wanted to take a step forward and discover the cuteness of this deewanapan that people have within themselves,” says Sony Max senior VP and business head Neeraj Vyas. “All the three creatives are cute and whacky, but at the same time they are not over the top and not overtly dressed up to sound funny.”

The campaign is Max’s tribute to the effect cinema has on people

The three campaigns have tried to keep pace with the current trend of cinema. “The TVCs capture the deewanapan that remains as a residue of movie viewing,” he adds.

The first of the three TVC’s which went on air on 15 August features a police officer who while describing the action of a criminal in a photograph, promptly says, “Shayad who poochh raha hai agar usne Aashiqui 2 dekhi”. The second TVC is about a girl who confesses to his parents that she is in love with a guy from a different religion, though the girl expected some drama around this revelation, she is upset that her parents are cool with her relationship and goes on to say, ‘Toh kya humare pyaar mein ek bhi kaanta nahi.’ The third TVC shows a boy who questions his mother on the death of his father and is disappointed to know that he died of a heart attack and says, ‘Ab main kiske khoon ka badla loonga’. All the three ads conclude with ‘Deewana deewana deewana, jahan dekho wahan deewana.’

“We use filmy tones and dialogues in real life situations to say something funny or nice. And that’s all the campaign is saying,” comments Vyas.

Eyebrows do go up with the timing of the campaign. One may smell some competition coming in from the launch of Zee TVs new movie channel &pictures. So is it this which forced Max to connect with audiences through new campaigns? Promptly answers Vyas, “Well! This is mere co-incidence, that the launch of Max’s new TVC and &pictures happens at almost the same time. In fact we hurried the campaign because of the October deadline for implementation of ad cap.”

Explaining further he adds, “We had campaigns even the last year, around the same time which was called Shuruwat Yahin Se, this was more of a sub tribute to deewanapan . We have at least three creatives per campaign every year.”
The campaign is Max’s tribute to the effect cinema has on people

The key insight for this year’s campaign was to demonstrate the latent deewanapan in everyone’s life. “It is communication from the point of view of people. None of the TVC’s asks the audiences to watch Max, they are all talking of their personal issues which is a derivative from the residue of movies.”

Max has bought space on 22 channels from other networks to promote the new campaign. These include news, music, kids and regional language genres. “It is a part of our massive media plan. It is a media need to reach out to ‘x’ number of people in ‘x’ number of times, which is what we are aiming at by tying up with these networks,” informs Vyas.

The campaign has been created by JWT, the production house is Kerosene Films and the director for the film is Rajesh Sathi. While currently the campaign involves only on-air promotions, the channel will soon use the digital space as well. No print ads will be used. “How can you translate the TVC into print?” he questions.

According to the chief creative officer of a Delhi based creative ad agency the commercials are reasonably well made and are likeable. “If the attempt was to establish that the channel is associated with Bollywood, this set of commercials delivers. However, they do evoke a sense of déj? vu as such filmy things have been done before. Also the ad may not be path breaking but certainly makes one smile.”

A commercial is an attempt to create propensity among viewers to like the channel. “In my opinion, these commercials have achieved that,” adds the CCO. When asked if a channel needs to rope in big names for promotions he says, “Max is an established channel and so can afford to cast real people. But for a new movie channel like &pictures, to announce its arrival, it needs to shout louder, both creative- and media-wise. Therefore, it’s understandable why they have roped big names.”

When asked if the commercial was an attempt to pre-empt &pictures promotions, he says, “Well I haven’t seen &pictures promos, so can’t comment on that.” Resonating the same another creative head said, “Well, I haven’t heard or seen &pictures on-air promotions.”

The launch of the campaign at a time of the launch of &pictures is a mere coincidence or no, is something which we can only speculate. But, what comes as good news for Max is that while its campaign is being watched and appreciated, &pictures even with big stars seems to have gone wrong with the marketing. Which of the two make a mark in this campaign driven industry, is yet to be seen.

Related Topics:Aashiqui 2 Bollywood cinema drama JWT Neeraj Vyas Rajesh Sathi Shuruwat Yahin Sony Max TV campaigns

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Movie Channels

Laughs meet chills as ‘Jhamkudi’ hits TV screens

Published

3 months ago

November 13, 2025

indiantelevision.com Team

MUMBAI: Get ready for a hauntingly good time as Jhamkudi, the Gujarati blockbuster that cast a spell on cinema-goers, makes its world television premiere on Shemaroo Josh this 14 November at 7 PM.

Directed by Umang Vyas, the film takes viewers to the eerie village of Raniwada, where Navratri celebrations are overshadowed by the curse of a vengeful witch. Enter Bablo, a quirky real estate agent, and Kumud, a royal heir, whose fates collide in a hilarious and spooky chain of events that’s equal parts chaos and charm.

The film stars national award-winning actress Manasi Parekh, who shines once again with her trademark depth and grace, alongside Viraj Ghelani, the digital sensation whose comic timing is as sharp as ever. The stellar ensemble also includes Ojas Rawal, Sanjay Goradia, Jayesh More, Krunal Pandit, Chetan Daiya, and Bhavini Jani.

Blending goosebumps with giggles, Jhamkudi proves that even horror can have heart. With its sharp writing, witty dialogues, and a dash of desi masala, the film promises an evening of family fun that’s both thrilling and thoroughly entertaining.

So mark your calendars, grab some popcorn, and tune in to Shemaroo Josh on 14 November at 7 PM for the perfect mix of fright and delight, because this witch tale is all about wicked fun!

Movie Channels

Zee reels in record highs with a blockbuster show of movie magic

Published

3 months ago

November 5, 2025

indiantelevision.com Team

MUMBAI: In a cinematic twist worthy of its own premiere, Zee Entertainment Enterprises Ltd. (‘Z’) has pulled off a blockbuster of its own recording a three-year high share of 28.7 per cent in the Hindi movie cluster in Q2FY26. Proving that great storytelling never goes out of style, the content and technology powerhouse has reaffirmed its dominance in India’s ever-competitive movie broadcast landscape.

Leading the charge is Zee Cinema, which reclaimed its position as the No. 1 Hindi movie channel (15 plus HSM Urban) this quarter. Its line-up of premieres from the rural rumbler Jaat to the slick actioner Game Changer pulled in massive audiences. But it was Pushpa: The Rule – Part 2 that truly stole the show, delivering the highest-rated movie premiere of FY26 so far. The last film to achieve a similar feat? Gadar 2, also a Zee Cinema triumph from November 2023.

Meanwhile, Zee’s Free-to-Air dynamos Anmol Cinema and Zee Action flexed their reach muscle, becoming the most-watched channels across all languages and genres. Each channel drew in more than 116 million viewers, proving that free TV still holds unbeatable sway in Indian households.

The story doesn’t end in Hindi. Zee’s regional clusters continue to script their own success stories. In Marathi, Zee Talkies, Zee Yuva, and Zee Chitramandir maintained their near-50 per cent market share, with the world television premiere of Phullwanti delivering the highest ratings of the quarter. Down south, Zee Thirai (Tamil) and Zee Cinemalu (Telugu) kept their leadership intact, while Zee Biskope in the Bhojpuri belt ranked among the top three in its market, a cinematic sweep across regions.

“The growth of our movies cluster across languages is a strong reflection of our content strategy focusing on new super-hit premieres, classic titles from our library and data-driven curation,” said a company spokesperson. “The genre’s unmatched reach and strong resonance amongst male viewers and the youth also enable it to deliver scale and strategic value to advertisers across markets.”

And those advertisers are clearly tuning in. The genre’s steady viewership and distinct audience base make Hindi movie channels a mainstay in media mixes for India’s top ten advertisers. In September 2025 alone, Zee’s 22 movie channels across six languages reached over 550 million viewers, a testament to the scale and staying power of its cinematic empire.

From Hum Aapke Hain Koun and Karan Arjun to RRR and Bobby, Zee’s vast film library continues to bridge nostalgia and novelty. Some titles have reached iconic status Hum Aapke Hain Koun, for instance, has been watched by a staggering 250 million people over the past five years, roughly equal to the population of the world’s fifth most populous country.

As Zee continues to blend data with drama and strategy with storytelling, it’s clear the brand isn’t just broadcasting films, it’s curating a cultural phenomenon. For millions of viewers across India, the show must go on and with Zee, it most certainly will

Movie Channels

Lights, camera, boo! &pictures turns full on spooky

Published

4 months ago

October 31, 2025

indiantelevision.com Team

MUMBAI: Trick or treat, but make it filmi! This Halloween, &pictures is turning up the spook-o-meter with ‘Full On Halloween’, a fun-horror movie marathon airing all day on 31 October 2025. Promising goosebumps, giggles and ghostly surprises, the channel is set to deliver a perfect mix of fright and fun.

From eerie small-town tales to supernatural showdowns, the line-up packs in something for everyone. The chills kick off at 8:45 am with Kakuda, starring Sonakshi Sinha and Riteish Deshmukh, followed by the mischievous The Bhootni at 3:15 pm, featuring Sanjay Dutt, Palak Tiwari and Mouni Roy. At 5:30 pm, Phone Bhoot dials up laughs and scares with Katrina Kaif, Ishaan Khatter and Siddhant Chaturvedi, before the visually rich folklore fantasy Tumbbad closes the night at 10:40 pm.

Adding to the fun are K3 Kaali Ka Karishma, Om Bheem Bush, and Bhaagmathi, keeping the thrills fresh and spooky spirits high. With a blend of humour, horror, and high-energy storytelling, Full On Halloween promises a day where jump scares meet joyrides.

So this 31 October, grab your popcorn and your courage, because Halloween on &pictures isn’t just on… it’s Full On!