“Zee Cinema has always been a champion of blockbuster movies and cinema’s core attribute of inspiration and togetherness. This became even more apparent when we gathered around our television, as families, and watched movies together during the difficult phase of lockdown.
These brand films will be promoted across TV and digital platforms in a multi-phased campaign.įor Kartik Mahadev, CMO, content business, ZEEL, cinema is an inspiring and binding medium. Capturing the sentiment – ‘Ek daur se guzar ke hi humein pata chala, saath rehne ki ahmiyat, these heartfelt stories highlight how we now treasure connection with each other more than ever. Together, Zee Cinema and its creative agency Lowe Lintas conceptualised and created a series of three brand films that brings into the spotlight an array of emotions people experienced during the Covid-19 pandemic. We hope to instill this spirit of happiness and deliver the promise of quality entertainment to all the families connected with us,” he added. Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all. Rehna Hai Saath Saath is an extension of this sentiment. Here, connections have helped us survive and togetherness is what helps us progress. In this phase, we have all experienced a whirlpool of emotions. “During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films.
Zee Cinema has family entertainment at its heart and strives to deliver it with every movie presentation, Ruchir Tiwari, cluster head, Hindi movie channels, ZEEL said. The channel took this essence to build a campaign around the theme #RehnaHaiSaathSaath. People connected with this film even more during this phase because it made them ’feel good’ and more importantly ‘feel together’. It takes a cue from one of the most-watched films on the channel during the pandemic – Hum Saath Saath Hain. The campaign is strongly connected with the nature of the content the channel offers and the values it portrays. Zee Cinema has launched its campaign #RehnaHaiSaathSaath, which celebrates the spirit of unity, belonging, hope and positivity.
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