How '&pictures' delivered its br& message!

At a time when going ‘out of ordinary’ has become the norm of the day, how can ‘&pictures’, the newest offering from ZEEL be left behind?!? The just launched movie channel has been painting the town red & yellow with its interesting outdoor campaign lately. After creating ripples with India’s first ever crowd sourced film, ‘Online milo Sajna’, ‘‘&pictures’’ has now come up with an outdoor campaign which defines the channel’s positioning and seeds in the message into the minds of its consumers in a lucid yet definite manner.

The campaign has been cut out in three phases. In the first phase, the ampersand sign was used effectively in a manner that the audiences warm up to the symbol ‘&’.  The pre-campaign research suggested that the consumer is a self-assured Indian who dreams 

While the first two phases established what ’’&pictures’’ is all about, the upcoming third phase of the campaign will give the brand a broader playing ground. Replete with star power and bollywood’s biggest blockbusters, phase three will add glitz and 

In the Print medium, an innovation was done on the front jacket of DNA newspaper on the launch day of the channel i.e. 18th August. The live edit option of the newspaper was explored wherein the word ‘and’ was replaced with the single unit ‘&’ logo wherever possible. Also the masthead was changed from ‘dna’ to ‘and’. The opposite of ‘DNA’ is ‘AND’ and that was brilliantly arrested through this unique innovation. ZEEL network as a group came forward and supported their new baby ‘&’.

Since the target profiling of the channel is not based on demographics but on psychographics, the channel has tried to tickle the funny bone of those who are young at heart by playing with words using the ampersand. A bunch of enthusiastic graphic designers were brought on board to create interesting visual graphics which were then used across mediums like coasters, social media gags and T shirts.

Said Akash Chawla, Marketing Head National Channels ZEEL, “The challenge was not just to create another movie channel, but to create a brand. The thought process started with coming up with a brand philosophy and not bank on celeb influence.”