Experience 101% Shuddh Bollywood with ‘Zee Bollywood’
A New Hindi Movie Channel Releasing on 31st August
National, Known to be a visionary in the entertainment domain, Zee Entertainment Enterprises Limited (ZEEL) is a pioneer in bringing extraordinary content to its audiences. The global media and entertainment conglomerate is all set to add anotherentertainment ka tadka in the Hindi movie category with the launch of a new movie channel –Zee Bollywood. Releasing on Friday, 31st August, it will be the ultimate destination for fans of Masala Bollywood movies that will showcase an extensive library of Masalon se koot koot ke bhari filmein.
The Indian palate is spicy and ‘masaledaar’ which is evident in our preferences across food, conversations and movies too. Research shows that a majority of Indians (39%) love watching Masala Bollywood movies that are truly entertaining. However, Bollywood as an industry is moving towards new age realistic cinema that is low on ‘Filmoglobin’ i.e. the X-factor that a Bollywood fan’s heart yearns for. Further, various television channels are airing South-dubbed and Hollywood-dubbed movies that don’t appeal to the true-blue Bollywood fan. To cater to this need gap and satiate every Bollywood aficionado’s entertainment needs; ZEEL presents a Shuddh Bollywood channel – Zee Bollywood. With a brand promise of ‘101% Shuddh Bollywood’, Zee Bollywood will showcase passionately curated Masala Bollywood movies, firmly establishing its position as a one stop destination for wholesome masala entertainers.
Bollywood superstar Ranveer Singh, in an interview, said, “Mainstream Hindi films, masala entertainers are the reason I ever wanted to become an actor.”
Bollywood, with its grand scale, glamour, raw emotional connect and melodious music, inspires the common man to live beyond the mundane. Replete with dance, music and unique dialoguebaazi, Masala Bollywood movies transport you to a distinct flamboyant universe. Keeping this in mind, Zee Bollywood has curated an exciting roster of over 600 exclusive ‘Masalon se koot koot ke bhari filmein’ that are not only highly entertaining but also celebrate the larger than life colorful vibrant cinema. Zee Bollywood focuses on a diverse set of desi at heart viewers who seek a rich experience and live life to the fullest. The channel celebrates Bollywood in all its glory and splendor which is evident in the way it has been conceptualized. The enthusiastically curated hand painted movie posters, the usage of dialoguebaazi, the explosion of colors, the poster color design look replete with vibrant visual elements, the Golden Disco Ball representing the song & dance culture of Bollywood ingeniously integrated into the design, all of it oozes Shuddh Bollywood and celebrates Bollywood is its truest sense.
Zee Bollywood’s commitment of entertaining viewers reflects in the 101% Shuddh Bollywood experience the channel offers. The brand is built on the strongest pillars of entertainment that appeal to the hardcore Bollywood fans such as Romance, Comedy, Action, and Drama and have been conceptualized as follows:
101% Shuddh Romance with films like Chennai Express, Jab wet Met
101% Shuddh Comedy with films like Phir Hera Pheri, Houseful, Welcome
101% Shuddh Panga with films like Agneepath, Josh, Gadar
101% Shuddh Drama with films like Lagaan, Judaai, Raja Hindustani
Viewers can enjoy this masaledaar entertainment all day under time bands that speak the Bollywood lingo such as – Mere Sat-Sun Aayenge (Sat, Sun 9pm), Subhah Ho Gayi Mamu(Mon to Fri 10:30am), Dopehar Ka Tadka (Mon to Fri 2pm), Chalti Hai Kya 9 se 12 (Mon to Fri 9pm), Raat Baaki (Mon to Fri 12 am) and Maa Kasam Sunday Hai (Sun 10:30am, 2pm, 5pm).By showcasing some of the most enjoyable movies on television, the channel’s endeavor is to engage and excite the viewers so that they can infuse color into their daily routines.
Prathyusha Agarwal, CMO, ZEEL adds, “At ZEEL, our aim has always been to fuel the entertainment space with extraordinary content that satiates the needs of our viewers. Specifically, in the Hindi movie segment we understand the viewer as someone whose mind seeks different kinds of cinema, while his heart continues to yearn for Masala Bollywood! Hence, we came up with the Big idea of Zee Bollywood – a channel that brings you the Best in class ‘Masalon se Koot Koot Ke Bhari Filmein’ that are high on Filmoglobin – the antidote to dubs and new age realistic movies, so that life is pumped up with ‘101% Shuddh Bollywood’. Zee Bollywood is our tribute to Masala Bollywood movies that excite the common man. The brand promise of 101% Shuddh Bollywood was conceptualized with rooted strengths of Timeless Bollywood movies, Larger than life expressions and Deadly dialogues. The channel’s look and communication has been created to pay homage to the principles of Masala Bollywood with original, iconic and dynamic renditions that viewers will find unique.”
Talking about their latest offering, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “Zee Bollywood is our tribute to that purest form of cinema which stands for wholesome entertainment that defines the ultimate movie viewing experience. The charm of these movies lies in the unparalleled blend of raw emotions, intense drama, powerful action and soulful music delivered in a grand, glamorous scale. However, with the shift in focus to new age or realistic movies in the recent times, this charm is slowly getting lost. Audience of Hindi movies increasingly yearns for this genre of movies which is a strong need gap. With the launch of Zee Bollywood, we intend to wow our viewers with a platform that revels in this flamboyance of Shuddh Bollywood movies.”
Vijay Sanil, President, Sales at Zee Network said, “Our latest offering Zee Bollywood promises to appeal to the Hindi speaking markets in the heartland. The new channel will now cater to the hard-core Bollywood fan who is a loyalist of masala Bollywood movies. The strong brand proposition has helped us connect with some of the key like-minded brands across sectors garnering 4 channel partners even before the channel goes live. Currently we have Nerolac, Lays, Cadbury and Nirma Salt as our channel partners. The response has been extremely positive from our clients and such partnerships further validate our belief in our offering. We are hoping to drive synergies with more brands as we embark on this new journey.”
Zee Bollywood will be unleashing it’s high on filmoglobin brand campaign through a 360-degree marketing plan that will engage audiences across various mediums – Television + Print + Outdoor + Digital + Radio + PR. Along with larger than life ambient outdoor media promotions in key markets, on the digital front, Zee Bollywood is all set to create a cult following with its unique poster art meets desi dialoguebaazi executions across social platforms.
Experience 101% Shuddh Bollywood with Zee Bollywood releasing Friday, 31st August 2018 onwards!