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Tag: Zee Cinema

  • 2014: The year of fatigue for Hindi movie channels

    2014: The year of fatigue for Hindi movie channels

    2014 has been an interesting year for the Hindi movie genre.

     

    The Hindi movie genre holds about 17 per cent of the total TV viewing pie which has been flat compared to 2013 and on an average per week, it clocked 1,187 GVM (Gross Viewership in Millions) in the year. One of the most positive trends observed in the category is the rise of new and smaller channels finding their share of voice in a cluttered environment. Digitisation has given the consumers today many options to tune in to varied content. Riding on this phenomenon, the Hindi movie genre has finally started to carve out more differentiated offerings and the viewership trends on these channels have been extremely positive.

     

    Let me first share our experiences on Zee’s Hindi movie cluster.  Zee Cinema, the premier leading movie channel launched in India, also enhanced its movie library by premiering recent releases like ‘Entertainment’ and ‘Holiday’. In fact, ‘Entertainment’ was the highest rated premiere of this year. The Independence Day premiere of ‘Holiday’ also raked in good ratings for the channel.  In a unique offering, the channel also premiered Prakash Jha’s ‘Satyagraha’. The film was extensively promoted by the film’s lead talent Amrita Rao and director, Prakash Jha in key HSM regions.

     

    &pictures was launched as India’s first interactive and premium Hindi movie channel in August 2013 and it continues to deliver on its brand promise. The channel that has grown from strength to strength in a very short span of time has pioneered trends in the movie channel industry. For instance, &pictures launched a documentary movie ‘Chale Chalo’ endorsed by Aamir Khan receiving thunderous response for this one-of-a-kind initiative from the industry and consumers alike. It also opened avenues for interactivity by introducing live call-ins for viewers with Aamir Khan for the first time in India. In fact, this concept of engaging with the viewers was again replicated by Aamir in promoting ‘Dhoom3’ television premiere and ‘Satyamev Jayate’. Helming the social cause, &pictures also premiered ‘Manjunath’ a true story of a whistleblower murdered for exposing the petrol adulteration scam in UP.

     

    Zee Classic, on the other hand, has progressed tremendously this year. This re-instates our faith in good quality timeless cinema. The season 3 of ‘Classic Legends’ hosted by Javed Akhtar is the most viewed film based show on television. Zee’s Hindi movie cluster has gained its dedicated viewer base. The entry of Sony Max 2 in the same content space as Zee Classic has created exciting competition and it will only help us nurture the category and carve a niche in this segment.

     

    2014 has also seen bigger channels undergoing a slight decline in viewership. One of the key reasons for this can largely be attributed to their dependence on premiering the latest blockbuster commercial films which add immense excitement to the content mix for all the channels. The comeback of commercial potboilers such as ‘Wanted’ and ‘Dabangg’ in 2009-10 made way for a series of such content being dished out from Bollywood.

     

    However, 2014 shall be remembered as ‘the year of fatigue’ for such films.  For instance, the TV premiere ratings of films like ‘Kick’, ‘Singham Returns’ and ‘Dhoom 3’ almost shrunk by 50 per cent as compared to the record breaking ratings achieved by movies like ‘Singham’, ‘Dabangg’ and ‘3 Idiots’ between 2010-2012. 

     

    This fatigue was even more startling at the box office with releases like ‘Humshakals’ and ‘Action Jackson’ that were expected to do well in theatres failed miserably. This occurrence also indicates that there is no fixed formula for success. Bidding for any film after a certain price is definitely not a commercially viable option and even exclusive star led deals struck with A-list actors such as Salman Khan and Ajay Devgn cannot guarantee definite success. Interestingly, these trends in overall viewership and revenues have finally led to the long overdue correction of overpriced satellite rights of most Hindi Movies in 2014. 

     

    2014 has been a great year for Indian cinema as the so-called small films not only increased in numbers but also emerged into huge commercial blockbusters and with them, we also witnessed the younger actors achieve huge successes at the Box office.  Cinema like ‘Queen’, ‘2 States’, ‘Main Tera Hero’, ‘Heropanti’, ‘Highway’ and ‘Mardaani’ are clearly indicating  the mood of the cinegoers and the need of fresh and new ideas right now is more than ever before.  It’s only a matter of time such movies that get maximum footfalls in a multiplex will also find its space on television. The acceptance of such films will help us garner more eyeballs and I see a wonderful fit for such movies with the High Definition (HD) movie channels.  Zee Cinema HD and &pictures HD have already pioneered its presence in this space.   

                                                                                                  

    With the unremitting motto to engage, innovate and entertain, we are excited and geared up with all our six movie channels. Zee’s Hindi movie cluster offers a very distinct and differentiated content mix and has a lot to look forward in the year 2015.

     

     (These are purely personal views of Zee’s Hindi movie cluster business head Ruchir Tiwari and indiantelevision.com does not necessarily subscribe to these views.)

  • Zee Cinema to premiere ‘Raja Natwarlal’

    Zee Cinema to premiere ‘Raja Natwarlal’

    MUMBAI: Zee Cinema, the first Hindi movie channel in India, promises ‘Movies. Masti. Magic’ to its viewers and is now all set for its latest World Television Premiere. Coming up on Saturday, 29th November at 8 PM is the entertaining thriller ‘Raja Natwarlal’.

     

    The film stars versatile actor Emraan Hashmi in a revenge drama laced with elements of crime and dark humour, which promises to keep the audience at the edge of their seats with power-packed performances. Other stellar actors who share screen space with Emraan are Paresh Rawal, Kay Kay Menon, Deepak Tijori and newbie Humaima Malick at their acting best. The film is directed by Kunal Deshmukh of ‘Jannat’ fame and produced by Siddharth Roy Kapur.

     

    Commenting on the film, Emraan Hashmi says, “I am very happy to have starred in a full-fledged, entertaining, commercial film. It is about giving the audience the ‘paisa vasool’ cinema. I am coming back to the basics with this commercial masala, entertainer which I feel that my audience somehow was missing out on for a long time. I never thought I’d do a con film ever because I find them very superficial but this one has a heart, a soul and emotions flowing in. There is a dramatic reason for the character to play a scamster and that’s what I liked most. I’m sure my viewers will like it too.”

     

    The movie is a complete package of emotions, drama, a street-smart hero and lots of comedy coupled with a lot of catchy songs.  The song ‘Tere Hoke Rahenge’ topped all the music charts across.  Moreover, Bollywood’s celebrated singers like Arijit Singh, Benny Dayal and Mika Singh have given their voices for the film, with songs like ‘Namak Paare’ and ‘Flip Your Collar Back.’

     

    The movie centers around Raja (EmraanHashmi), a small-time conman,who successfully tricks people out of their money with his partner in crime Raghav (Deepak Tijori). Raja’s love interest Ziya(HumaimaMalick), a bar girl, pushes him towards building a more comfortable and hassle free life. Thus Raja decides to target Don Varda Yadav (Kay KayMenon) and his men for one final con job that will earn him the big bucks and a settled life with Ziya. Though the con is pulled off successfully, Varda Yadav gets Raghav killed. Raja seeks revenge with the help of a seasoned crook Yogi (PareshRawal). Will Yogi and Raja pull of the ultimate heist? And, will Raja get revenge in the due course?

     

    Tune-in to this year’s best con film ‘Raja Natwarlal’ on Saturday,29 November at 8pm only on Zee Cinema

  • This Children’s Day, Zee Cinema gives kids the Movies.Masti.Magic experience!

    This Children’s Day, Zee Cinema gives kids the Movies.Masti.Magic experience!

    MUMBAI: Children’s Day is a day dedicated to kids across the world and Zee Cinema, India’s ultimate Hindi movie destination, has initiated a distinct on-ground initiative ‘Masti Ki Pathshaala’ to celebrate it. Bringing alive the channel’s proposition – ‘Movies. Masti.Magic.’ – in a first ever initiative amongst Hindi movie channels in India, Zee Cinema gave underprivileged kids an unforgettable experience with a variety of fun-filled activities through the day.

    Kick-started in Mumbai, this initiative delighted kids in Delhi and Ahmedabad too as we lead up to Children’s Day. Starting with giving them  the ‘Movies’ experience, Zee Cinema took the kids from various orphanages for a special screening of the blockbuster movie ‘Happy New Year’. Extending its ‘Masti’ promise, Zee Cinema also booked an entire arena with a sumptuous lunch and plenty of indoor games and activities for the kids to rejoice all through the afternoon. An entertaining magic show highlighted the ‘Magic’ component and provided kids with a memorableZee Cinema experience.

    That’s not all….to take the Children’s Day celebrations a notch higher, Zee Cinema ensured that kids had a truly memorable experience by ending the day with a surprise. When the kids returned to the orphanage, Zee Cinema showered on them some exciting and cool goodies and to make their day even more special.

    Speaking of the occasion, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated, “Children’s Day is celebrated for kids to rejoice their childhood and create memories that will last them a lifetime. And what better than to bring alive the Zee Cinema’s  proposition- Movies. Masti.Magic – into the lives of children who don’t get an opportunity to celebrate it.  We hope to create some everlasting moments for them!”

    To make the celebrations even more special, Zee Cinema will also be leveraging ‘Masti Ki Pathshaala’ on their digital platforms. Videos will be shared online of the kids indulging in a range of fun-filled activities through the day.

     

  • ‘Entertainment’ on Zee Cinema is the highest rated Hindi movie premiere of 2014

    ‘Entertainment’ on Zee Cinema is the highest rated Hindi movie premiere of 2014

    MUMBAI: Zee Cinema, the ultimate Hindi movie destination on Indian television, has earned the top spot among movie premieres with its latest blockbuster movie ‘Entertainment’ grossing an all-time high of 2,59,007 GTVTs (Source TAM: Week 42).  The film has Akshay Kumar and Tamannah Bhatia in the lead roles along with Johnny Lever and Krishna Abhishek at their comic best.  

    Amongst all the top premieres aired across movie channels, Entertainment secured the top spot garnering 60,000 TVTs (Source TAM), thus gaining leadership in the movie premieres segment this year.

                                        (Source: TAM, CS4+, HSM, Premiere TVTs)

    The film garnered more eyeballs than any other premiere in the week across Hindi movie channels in India.

                                        (Source: TAM, CS4+, HSM, Premiere TVTs)

    The movie also bagged the tag of having the highest time spent by viewers watching in comparison to all the other premieres this year by garnering a whopping 60 minute viewership in that segment. The film also recorded a high amongst CS4+ and 15+ Male audiences viewing it on Zee Cinema as compared to other Hindi movie channels.

                                      (Source: TAM, CS4+, HSM, Premiere TSVs)

                                          (Source: TAM, HSM, Week 42)

    Speaking of the film’s success on Zee Cinema, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL commented, “The movie ‘Entertainment’ is our latest content acquisition and we are extremely delighted to get such a tremendous response for its movie premiere across all four parameters of movie viewing – GTVTs, CS 4+, CS 15+ Males and highest time spent. Entertainment has fared extremely well and we will continue to entertain our viewers with many more films that echo our philosophy, Movies, Masti, Magic!”

  • This Diwali, Zee Cinema gives you a chance to become a lakhpati!

    This Diwali, Zee Cinema gives you a chance to become a lakhpati!

    MUMBAI: Diwali is right around the corner and as families get together to celebrate the festival, Zee Cinema, the Hindi movie channel by ZEEL will thoroughly entertain its audiences with an exciting line-up of movies all season through the Har Din Diwali film festival. Commencing on 13 October, mega-hit movies will be aired every day at 8 PM on the channel to keep the festive spirits high right till 25 October.

     Diwali is nothing without a bonanza offer and that’s exactly what Zee Cinema has in its kitty for its viewers! And, in a bid to engage with its viewers, Zee Cinema will also be hosting an exciting contest this Diwali.  From 13 to 25 October, viewers who tune in to the channel during the ‘Har Din Diwali’ film festival can win the chance to enter the lucky draw for a cash prize of 1 lakh every day by answering two questions correctly!

    Speaking of the film festival, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL said, “With the Har Din Diwali Film Festival, we aim to provide our audiences with an entertaining line- up of movies throughout the week till Diwali.  In this season of festivity, what better way to engage our audience than with entertainment that packs a punch – be it through our film festivals, contests or movie premieres, Zee Cinema is celebrating Diwali with our most favourite guests – our viewers.”

    Kick-starting the Har Din Diwali Film festival is the recently released and one of the most popular Bollywood movies this year, ‘Main Tera Hero’ starring Varun Dhawan along with two gorgeous leading ladies – Ileana D’Cruz and Nargis Fakhri. Besharam starring the hot and kickin’ Ranbir Kapoor and the girl-next-door Pallavi Sharda is next on the list to regale viewers this Diwali. With more such fun and lighthearted comedies blended with a twist of drama, romance and action, Zee Cinema is all set to spread the festive cheer and help cough up some laughs across families. The festival will also showcase movies like Ramaiya Vastaviya, Himmatvala, Phata Poster Nikla Hero, Dhamaal, Holiday, Phir Hera Pheri, Race 2, Chennai Express and Enemmy.

    With so much buzz and excitement, Zee Cinema is indeed giving its viewers and fans an opportunity to celebrate Diwali like Har Din is Diwali!

    Tune-in to Har Din Diwali Film Festival to catch the festive fever from October 13th – 25th every day at 8pm only on Zee Cinema!

     

  • Johnny Lever to make his debut on Twitter

    Johnny Lever to make his debut on Twitter

    MUMBAI: There are all kinds of genres in cinema like thrillers, action, romance, horror and more but the one that never goes out of fashion is comedy and the name that is synonymous with this genre is Johnny Lever. With the premiere of the super-hit comedy movie – Entertainment starring Akshay Kumar, Tamannah Bhatia, Johnny Lever and Krushna Abhishek airing on Zee Cinema on Sunday, 12 October at 8:00 PM, the channel gives an opportunity to all Johnny Lever fans on Twitter to interact with the evergreen comic icon of Bollywood as he engages with them on the Twitter handle of Zee Cinema on 10 October between 11 30 AM and 1 PM.

     

    Johnny Lever is one of the most cherished comedians of Indian Cinema and while many look up to him for his famous comic timing, many others just love him for his heart-warming screen presence. The King of Comedy who has tickled the funny bone of every Indian household will now be gauging the antics of his ardent fans as they put their ‘comic’ foot forward to impress the man himself on Twitter. Zee Cinema has challenged ace entertainer Johnny Lever’s fans to make him laugh with their tweets using the handle #MakeJohnnyLaugh. All Johnny Lever fans can also tune-in to interact with Johnny Lever on Twitter and showcase their comic talent to him LIVE on Twitter! All those who manage to make him laugh will receive a retweet and a favourite from the actor himself as a token of appreciation.

     

    Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL said, “We wanted to create a unique experience for our followers on social media and what better than getting one of the most admired comic icons of India, Johnny Lever, to engage with them on Twitter. Since Johnny has no official Twitter account, this will be a great opportunity for his fans to interact with him and in a role-reversal, they will have to entertain him this time! ”

     

    Catch the super-hit comedy movie – Entertainment starring Akshay Kumar, Tamannah Bhatia, Johnny Lever and Krushna Abhishek on Sunday, October 12th as the 8:00 PM, only on Zee Cinema.

     

  • Zee Cinema brings back ‘South Ka Superpunch’ on public demand

    Zee Cinema brings back ‘South Ka Superpunch’ on public demand

    MUMBAI: Carrying its legacy forward and with a mission to entertain their viewers, Zee Cinema, India’s largest Hindi Movie Channel, is all set to allure movie aficionados with its second season of ‘South Ka Superpunch-Returns’ on special public demand. The film festival will screen five super hit South Indian movies from 15 -19 September 2014 at 9pm.

     

    ZEEL deputy national business head, Hindi movie channels Ruchir Tiwari said, “Our campaign, South Ka Superpunch’ showcased the new age villain and the property garnered rave reviews from all quarters including word-of-mouth and social networking to deliver high ratings for the films. Since the film festival is back on public demand, we are confident that it will get even bigger this time!”

     

    Starting from 15 September, raise a toast to the flashy flamboyance of south Indian cinema. Kick starting the festival with action thriller movie- ‘Shiva: The Super Hero’, the channel goes on to show   comedy drama –‘Daringbaaz’. From 15 to 19 September, the channel will also showcase famous blockbusters like ‘Mahaveer No.1’, ‘Chennai vs. China’ and ‘No.1 Businessman’ which will leave the audience thoroughly entertained because when it comes to the raw and debonair charm, no one can do it as well as the South Indian actors!

     

    Zee Cinema, recognided for promoting its campaign in innovative and engaging ways, had bagged the Global PromaxBDA awards in 2013, by winning 11 awards in various categories for their campaign – ‘South Ka Superpunch’. The objective was to bring the cross-section of Hindi movie audiences to view these films that are perceived as whacky and surreal and the creative strategy was to highlight the quintessential quirkiness of these films – that are exaggeration of action, emotion and drama.

     

  • Movies OK to launch an app soon

    Movies OK to launch an app soon

    MUMBAI: It was applauded for its unique launch in 2012 and has been working hard at making a mark in the genre that has seven channels competing with each other. We are referring to the second movie channel from the Star India bouquet- Movies OK, which after being at the fourth position in the ratings chart has beaten Zee Cinema to grab the third rank.

    The channel launched by premiering seven movies in seven consecutive days has continued with its innovation through ‘Ek Din 4 Premieres’, ‘7 Days 7 Premieres’ and ‘Ek Din Premieres Teen’.  The move has helped the movie channel in getting noticed by not just audiences, but also the industry pundits.

    Born as a consistent performer right from its inception, the week 34 of TAM TV ratings saw a new milestone for the channel. According to the data provided by Movies OK, it has been growing consistently and has been successful in narrowing the gap with the top three players. The channel reached out to 66 million viewers in the last two months.

    The movie channel is moving closer to competition, in the relatively premium audience set (HSM, CS Male 15+ ABC) and has overtaken Zee Cinema in the week 34, scoring 45 million TVTs as against Zee Cinema’s 44 million TVTs.

    Movies OK and Star Gold EVP and general manager Hemal Jhaveri believes that since its inception, the channel has been a consistent performer and the gap between number four and three players was always achievable.

    From the category share point of view, both Star Gold and Movies OK from the Star stable command 32 per cent market share.

    The channel which started at 60 GRPs, now delivers 82 GRPs and Jhaveri gives credit to its pure movie library. The channel has 1100 titles to its kitty.

    Jhaveri is a firm believer of differentiation, innovation and moving on. For him, every other movie channel in the genre is his competitor. “Any eyeball which is not on my channel, is my competitor. Movies OK competes with Star Gold equally as it competes with everyone else.”

    The channel walks through a simple strategy to sample audiences on-board. “We play good movies at the right time, communicate properly and rest follows. It is a very simple strategy that is why we have been consistent performers. Randomness gets you nowhere and in fact dilutes the assets,” opines Jhaveri.

     

    The channel which caters to the entire family believes in showcasing movies that can be watched by the whole family. And for this, the channel has gone ahead and refreshed its content library. “We know for a fact that the library content depreciates. So we are really not going out and refreshing content which is depreciating. We have been focused on movies and content which has been working from pure catalogue point of view,” asserts Jhaveri.

    The biggest achievement was when it redefined versatility with its very own TV premiere of Bobby Jasoos. Likewise, going forward the channel plans to achieve and create a bank of world television premiers. It can be noted that the network gets maximum world television premiers on its sister channel Star Gold first, which is then showcased on Movies OK.

    But Bobby Jasoos was the first one to jump the queue. “In the competitive market, we feel world television premiers are important. We are planning to do something huge in December on the line of world television premiers only,” reasons Jhaveri. 

    While the channel mostly appeals to family audiences who like romantic and family dramas; blockbuster and action movies featured in the prime time slot get maximum traction.

    The channel uses its own network to market the brand. According to Jhaveri, advertisers’ response towards the channel has also been very encouraging. “A lot of them have been surprised that it toppled a strong brand like Zee Cinema.” The channel has brands like Panteen, Pampers, Vimal Paan Masala and many more on-board.

    On the digital front, the official page of Movies OK on Facebook has a strong fan following with 3 lakh likes. On Twitter, Jhaveri feels it needs to get the push as it hardly has around 4,000 followers. “We will make it more engaging on Twitter. It’s very strange to narrow down our initiatives only to Facebook and Twitter. We are planning to launch an app very soon.”

    Interestingly, Jhaveri who also heads Star Gold reveals that the premier slate on Star Gold is all set with movies like Kick followed by Singham Returns, Bang Bang, Bombay Velvet and Creature 3D. “Our share degree of planning is done,” concludes Jhaveri.

  • Zee Cinema initiates a Twitter crusade with #ThankYouSoldier on I-Day

    Zee Cinema initiates a Twitter crusade with #ThankYouSoldier on I-Day

    MUMBAI: Independence Day of India is a moment of pride and delight for all Indians as they come together to celebrate and pay tribute to the millions of martyrs who sacrificed their lives to get India’s freedom. In yet another first-of-its-kind innovation, Zee Cinema is celebrating this Independence Day by bringing together patrons from across the country for an honourable initiative. Through a unique crusade on Twitter on August 14, Zee Cinema is privileged to have a former sailor from Indian Navy, Mr. Shailesh K Pandey, a courageous man who set off on a journey in search of the country’s long forgotten freedom fighters, as a special guest on Zee Cinema’s Twitter account who will interact with the viewers.

     

    Through project ‘Alakh 2011’, Shailesh travelled alone across the length and breadth of the country to get to know the valiant men who fought for their country and also interacted with their families to learn about their personal life outside army. Having covered over 40,000 kilometers, ‘Alakh 2011’ has become a culmination of those very journeys, the heartfelt embraces and heartwarming stories that he experienced and heard.

     

    Now, Zee Cinema is providing its viewers an exclusive opportunity to interact with Mr. Shailesh on August 14 from 7pm to 9pm on Zee Cinema’s twitter handle – @zeecinema with the hashtag #ThankYouSoldier.  It is an opportunity for the common man to know and understand the life experiences of a soldier. With the support of the armed forces, Zee Cinema feels privileged and pays a tribute to all the soldiers safeguarding India despite the blistering heat, frosty cold or torrential rains.

     

    Zee Cinema promises to offer viewers an insight into the life of a soldier through an interesting plot. Recognizing the threat that the country faces with ‘Sleeper Cells’, the channel chose the creative route of ‘Freedom From Terrorism’ to spread awareness to the common man. Apart from digital innovations, Zee Cinema has undertaken a robust 360 degree campaign across key HSM markets with the message of ‘Aatankwaad se Aazadi’ across press, television, digital, theatres, outdoor in Mumbai and Mumbai Airport.

     

    Speaking of the initiative, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL said, “At Zee Cinema, it has been our constant effort to provide our viewers with the best of content and interactivity.  Independence Day is one such sentiment that binds the country together and with this initiative on Twitter, we aim to bring people closer to the life and struggles of our soldiers. We are providing Officer Shailesh Pandey a platform where he can share the experiences of his travels around the country with everyone. We are certain that this activity will create a large and memorable impact for our viewers.”

     

    So Tweet up on August 14 from 7pm to 9pm @zeecinema with the hashtag #ThankYouSoldier

     

    Get a glimpse of a real life hero…Tune-in to the World Television Premier of ‘Holiday: A Soldier is never off duty’ this Independence Day only on Zee Cinema

  • ‘Holiday: A Soldier is never Off Duty’ this Independence Day on Zee Cinema

    ‘Holiday: A Soldier is never Off Duty’ this Independence Day on Zee Cinema

    MUMBAI: Zee Cinema, India’s No. 1 Hindi movie channel aims to offer something special to its discerning viewers this Independence Day with the World Television Premier of the action-thriller movie ‘Holiday: A Soldier is never off Duty’. This Friday, August 15, 2014 at 12 noon, Zee Cinema will air Akshay Kumar’s latest blockbuster film which grossed the box office with approximately 145 crores globally. Having tasted box office success after long, this Akshay Kumar starrer promises to offer viewers an insight into the life of a soldier through an interesting plot, Zee Cinema recognized the threat that the country faces with ‘Sleeper Cells’ and hence chose the creative route of ‘Freedom From Terrorism’ to spread awareness to the common man.

     

    For the World Television Premiere of Holiday, Zee Cinema has undertaken a robust 360 degree campaign across key HSM markets with the message of ‘Aatankwaad se Aazadi’ across press, television, digital, theatres, outdoor in Mumbai and Mumbai Airport. The presenting sponsor for this blockbuster is Vimal Pan Masala and it is powered by L’Oreal Paris Total Repair 5 and Mahindra.

     

    Speaking on the occasion, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated, “At Zee Cinema, it has been our constant endeavour to provide our viewers with the best of movies and entertainment. We are confident that with our creative communication of ‘Freedom From Terrorism’, this film will be appreciated as much on television as during the theatrical release.”

     

    He further added: “The story of Holiday revolves around an Army officer who fights against terrorism and therefore premiering it on 15th August is perfect. What distinguishes this movie from the rest is its fresh take towards patriotism where the thrust is firmly on common man’s duty towards his country and we are sure that this will resonate with the mass audiences.”

     

    The story follows the life of Captain Virat (Akshay Kumar), an officer in DIA – a wing of the Indian Army who returns home to Mumbai for a holiday. Upon his arrival, not only does he fall in love with a feisty Saiba (Sonakshi Sinha), he also experiences a life-altering situation that calls for him to take charge of the country’s security. While vacationing, Virat and his friend cum sub-inspector Mukund (Sumeet Raghavan) incidentally witness a bomb explosion only to realize that it was a part of a larger scam. A terrorist organization headed by an anonymous leader (Freddy Daruwala) is about to plant bombs across Mumbai with the help of 12 sleeper cells thus causing serial bomb blasts in the city. What is Virat’s plan of action to protect the citizens of India?

     

    So here is your chance to experience a true patriotic and entertaining film, this Independence Day… Only on Zee Cinema!