'& coming soon' sends the industry into a tizzy

There has been a buzz and commotion doing the rounds in agencies and among journalists about the cookie accompanied by a memento viz. a key chain with the words ‘& coming soon’  inscribed on the box being delivered at the door steps.  This teaser gift has sent offices of trade and publications in a tizzy.  There is a flutter in the market surrounding this innovative marketing strategy.

Inspite of spending an entire day to unravel the mystery our enquiries and speculation on this unique promotion remained unanswered and met with a dead end. It was when a business daily carried the story that the mystery surrounding the entire fiasco was revealed to us. The specific group believed to be Zee Entertainment is launching a new movie channel under the bouquet of ‘&’   if readers may recall the news of which was carried on our site  earlier. The premium movie channel presumably christened ‘& Pictures’ is all set to be launched within a month and  will air the soon to be released Shahrukh Khan/ Deepika Padukone starrer, Chennai Express.

If sources are to be believed they also indicate the upcoming launch of a niche GEC in the Hindi space from the Zee network along with the movie channel. It goes without saying that creating a buzz before a launch is the norm today for channels and taking it a step further Zee has certainly succeeded in their endeavour. The suspense regarding the name of channel is yet to unravel since their tagline ‘& look forward to more’  keeps us on our toes and still guessing like never before.