Zee Cinema celebrates strength in unity with ‘Rehna hai saath saath’ campaign
During the pandemic, we all went through our share of challenges. After practicing “social distancing” for almost a year and a half, we realized how thirsty we are for human connection. Not being able to dine with friends, see loved ones, or interact with coworkers heightened the value of relationships. What these tough times have really taught us is that we are a collective. Our joys and our growth are closely linked to each other. Now that we move forward, we place even more importance on these connections. Echoing the same idea, Zee Cinema launched its #RehnaHaiSaathSaath campaign, which celebrates the spirit of unity, belonging, hope and positivity.
Zee Cinema is known for its blockbuster movies and family entertainment. The channel shares with its audiences a deep emotional bond built over time through its content and communication, which is why it is now part of the audience family. Brand research shows that audiences place the channel in Orange’s Needscope Needstate model, which is strongly associated with the attributes of Friendliness, Belonging, Harmony, Hope and Encouragement. With the brand philosophy of “Jazba Hai Jeene Mein, Jab Cinema hai seesee mein”, Zee Cinema always aims to infuse positivity and inspire each individual to make the most of all that life has to offer. This campaign is part of the same brand objective, where the channel aims to foster a deeper connection with its viewers by using extremely current and therefore unequivocal truths.
The campaign is strongly linked to the nature of the content offered by the channel and the values it conveys. It is inspired by one of the most viewed movies on the channel during the pandemic – Hum Saath Saath Hain. People became even more attached to this film during this phase because it made them “feel good” and especially “feel together”. The channel took this essence to build a campaign around the theme #RehnaHaiSaathSaath.
Together, Zee Cinema and its creative agency Lowe Lintas conceptualized and created a series of three branded films that shed light on a range of emotions experienced during the Covid-19 pandemic. Capture the sentiment – ‘Ek daur se guzar ke hi humein pata chala, saath rehne ki ahmiyat, these heartfelt stories underscore how much we cherish the connection with each other more than ever. These branded films will be promoted on TV and digital platforms as part of a phased campaign.
Commenting on the brand’s campaign, Ruchir Tiwari-Cluster, Hindi Cinema Channels, ZEEL said, “Zee Cinema has family entertainment at its heart and strives to deliver it with every movie screening. During the pandemic, we tried to help our audiences stay entertained and engaged with heartwarming films. In this phase, we all experienced a whirlwind of emotions. Here, the connections have helped us survive and the togetherness is what helps us progress. Rehna Hai Saath Saath is an extension of this feeling. Through this branding campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all. We hope to instill that spirit of happiness and deliver the promise of quality entertainment to all families connected with us.
Kartik Mahadev, CMO-Content business, ZEEL added: “Cinema is an inspiring and compelling medium. It became even more evident when we gathered around our TV, as a family, and watched movies together during the difficult phase of the lockdown. The same is reflected in the 13% increase in viewership for the Hindi movie genre during Wave 2. Zee Cinema has always been a champion of blockbuster movies and cinema’s main attribute of inspiration and friendliness. We as a society unite and do the extraordinary when times are tough. The “Rehna Hai Saath Saath” campaign captures this spirit of unity that has helped us come out stronger. Each branded film reflects the story not of one person, but the story of us as a people. It encourages us to move forward with a new sense of positivity.
With festivities enveloping our minds, the ideology of Zee Cinema – Seene Mein Cinema is gaining momentum as the channel prepares to release back-to-back blockbuster movies like Rashmi Rocket, Thalaivi, Squad, Antim, Sooryavanshi, Sanak and many others. With this brand campaign, the Zee Cinema family aims to create meaningful touchpoints to engage with their audiences while wholeheartedly celebrating hope, positivity and togetherness.
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