Here with a multi-media campaign and a brand proposition that celebrates the hit feeling that cinema adds to your life
11th March 2020: Zee Picchar, the newest Kannada movie channel is all set to capture the hearts of Kannada Cinema lovers with the promise of an unparalleled movie viewing experience. The new channel went on air from 1st March, promising to leave its viewers with a ‘Hit Dinada Feeling’.
Kannada cinema over the last few years has seen tremendous growth, becoming the largest industry in India with the highest number of movies released in 2018. For Sandalwood lovers, movies are not just entertainment, but a way of life. This energizing and inspiring spirit of Kannada cinema and how it livens up every day for its viewers is what Zee Picchar aspires to bring to the fore. The channel’s promise lies in the premise of every Kannadiga deriving inspiration from their beloved movies to tackle challenges in their everyday lives, thereby making their everyday a hit day.
The brand proposition ‘Hit Dinada Feeling’ that translates into having a ‘hit day feeling’ will be showcased through the channel’s offering and communication. Zee Picchar released the first in a series of brand films, conceptualized by DDB Mudra, that showcase how cinema lovers have a unique take on life. Finding moments of victory and joy in any situation, they can turn it in their favor with the magic of cinema.
Launching the channel Kannada cinema style, life-size cut-outs of the channel logo have been installed in theaters in Karnataka to mark the launch in an authentic and grand manner while tapping into the most iconic symbols associated with movie releases and fandom.
Speaking on the launch of Zee Picchar, Mr. Siju Prabhakaran, South Cluster Head, ZEEL said, “The success of the six channels - Zee Kannada, Zee Telugu, Zee Cinemalu, Zee Tamil, Zee Keralam and most recently launched Zee Thirai in the Zee South Portfolio is testimony to the Network’s vision to emerge as the one-stop destination for fans of entertainment. With the launch of Zee Picchar, we aim to further this growth by celebrating the love and passion that Kannadigas have towards films. With a diverse movie library, we aim to make every day a ‘hit-day’ by presenting best-in-class entertainment for our viewers.”
Prathyusha Agarwal, Chief Consumer Officer, Domestic Broadcast Business, ZEEL said, “At Zee, we believe in getting deep inside the cultural core of each of the region we operate in and bring alive its true spirit in our stories. In Karnataka, we have remained No.1 for 48 consecutive weeks with Zee Kannada, which is a testimony to this strong customer centricity. With the launch of Zee Picchar we unite with the Kannada audiences to celebrate their love for cinema and its role in their lives. The brand promises to leave viewers with a ‘Hit Dinada Feeling’ every day and encourage them to turn an ordinary day into an extraordinary one.”
To give the Hit day’s feeling, the channel is bringing to the viewers an extensive library of 350+ films, curated to bring Kannadiga families together to watch their favorite movies. Zee Picchar will not only air hit movies such as Mayura, Milana, Jogi and Bul Bul but the vast library also includes some of the highest ever rated movies on television like Kurukshetra, Pailwaan, Doddmane Hudga, Hebbuli and The Villain. Everyday at 1 PM, audiences can enjoy ‘One break Movie’ - movies with just one break – for entertainment with minimum interruptions. From Monday to Friday at 7 PM, the viewers will feel ‘Ee Sanje Hit Aagide’ with all-time sandalwood hits. ‘Hosa Hit Picchar’ at Saturdays, 7 Pm and Sunday Blockbusters will make the weekend a hit for Kannada families. For the first time ever for any Kannada movie channel, Zee Picchar will showcase a World Television Premier Festival for 12 consecutive days.
Raghavendra Hunsur, Business Head, Zee Kannada said, “Zee Kannada has seen the most incredible journey in the last one year by emerging as the number 1 Kannada GEC channel in Karnataka. Now with the launch of Zee Picchar, we hope to find a place in the hearts and minds of fans of Sandalwood. Our offerings such as one-break films and 12 premieres in 12 days – are a first for any channel on the Kannada Television Industry and will present viewers with best-in-class entertainment. With Zee Picchar, we aim to leave our viewers with a ‘Hit Dinada Felling’ and promise to indulge the love and passion that our audience has for Kannada cinema.
Krupanand Sivadasan, Senior Creative Director, DDB Mudra group, Bangalore said “To stay relevant, it is more important than ever for a movie channel to represent something real in people’s lives. And that’s exactly what Zee Picchar is doing for those who adore sandalwood movies. With an array of carefully handpicked movies and never seen before packaging, it is definitely going to give the small screen viewers a ‘hit dinada feeling’. A feeling that is a celebration of small victories over hurdles that a day can throw at you. Our brand films and other communication pieces are crafted to deliver on this promise.”
About Zee Picchar –
Zee Picchar is the Kannada Movie Channel of Zee Entertainment Enterprises Ltd (ZEEL); it was launched on 1st March 2020. The channel is set to be home for the best of Kannada cinema. With 350+ films and a never-seen-before 12 premieres in 12 days, the channel aims to bring families together with unmatched entertainment and become a staple in every Kannadiga household. The specially curated library features movies across genres such as comedy, romance, action and thriller among others.
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