Movie Channels

The ‘Rang De Basanti’ marketing revolution

Published

20 years ago

August 2, 2006

Mumbai, 15th Feb, 06: The terms ‘out of the box’ and ‘innovative’ are bandied around quite a bit in the world of marketing. But here’s a campaign that truly embodies those claims!

RANG DE BASANTI, the Aamir Khan starrer, produced by UTV Motion Pictures and Rakeysh Omprakash Mehra Pictures, has launched a series of unique marketing initiatives and tie-ups in the run-up to its January 26th release.

The tagline of RDB is ‘a generation awakens’, and the entire marketing focus went into ensuring that every piece of communication reflected this theme. From the use of the graffiti wall in the publicity designs reflecting youth, attitude and rebellion; to ensuring a seamless personality fit with the brands associated with the film, the aim was to stay true to the core values of the movie.

Thus followed a series of partnerships that reflect a turning point in brand-movie alliances in India:

The RANG DE BASANTI SPECIAL EDITION BOTTLES FROM COCA-COLA- For the very first time in the history of Indian Movie Marketing, the Most-Recognized Consumer Brand in the World has launched a special edition bottle – inspired by the spirit of ‘Rang De Basanti’. The bottle is packaged with a wrap-around label featuring the key art of the film – a bunch of friends who decide to accept responsibility for change taking pride in their beliefs, thus propagating Coca-Cola’s key message – “Piyo sar utha ke”. The unique association has been extended across specially produced television commercials, print ads and radio spots. Truly a tie-up that both the film and the brand can boast of “sar utha ke”!

The RANG DE BASANTI RANGE OF MERCHANDISE IN ASSOCIATION WITH PROVOGUE- Once again, a first-of-its-kind merchandising and licensing tie-up in Indian Movie Marketing, wherein the apparel brand Provogue has launched a whole new range of clothing inspired by ‘Rang De Basanti’. The merchandise gives audiences another ‘touch-feel’ opportunity to interact with the brand, with the clothing designs reflecting the tone, look and message of the film. ‘Rang De..-Provogue’ merchandise was launched with a star-studded fashion event in which the cast of the film (including Aamir Khan) walked the ramp showcasing the apparel, and vocalists from the film, including Daler Mehndi, performed to hits from the popular soundtrack of the movie. The event was broadcast in primetime on Zee TV, driving incredible reach and visibility for both RDB and Provogue. ‘Rang De..’ merchandise, which is now available at key Provogue outlets, was also promoted with full-page print ads across major cities.

The RANG DE BASANTI-LG ASSOCIATION- ‘Rang De Basanti’ lends its colors and vibrancy to the new LGX mobile, specially designed for the new generation. LG has packed the phone with exclusive wallpapers and screensavers from the film. The handset celebrates the new generation, which ‘Rang De Basanti’ is all about. This association is being promoted aggressively across media including TV and Print, through an extensive campaign covering cities and towns across the country.

The RANG DE PAATHSHAALA TOUR IN ASSOCIATION WITH AIRTEL-In an effort to reach out to Gen Next, the cast and crew of the film visited a Delhi campus to interact with the students, asking each one of them to “Express Yourself!” (the Airtel tagline). The student interactions involved a range of issues about the current state of the country and our youth – and it has been covered by NDTV to be aired in the week before the release.

The RANG DE BASANTI AND BERGER PAINTS-Berger Paints celebrates the colours of ‘Rang De…’ with a multimedia campaign covering Television, Print and Outdoor.

The RANG DE BASANTI and CLUB HP- Hindustan Petroleum has tied up with ‘Rang De…’ in a unique association which involves RDB branding at 200 key HP petrol stations across the country, including banners, hoardings and standees at prominent spots.

Mr. Ronnie Screwvala, CEO, UTV says, “We have also tied up with media partners such as Radio Mirchi, MSN and Channel [V] to ensure a 360-degree surround impact with viewers for Rang De Basanti. Each of these partners comes on board with massive media support, which is a win-win for both parties.” He further said, “Even Ten Sports has been running the ‘Rang De…’ title track as its anthem during India-Pakistan matches!”

It is estimated that this revolutionary movie campaign driven by UTV Motion Pictures, is valued at close to Rs. 10 crores of publicity for the film – a first in the history of Indian cinema!

Related Topics:revolution The 'Rang De Basanti'

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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!