Zee Bangla Cinema - a channel that caters to every Bengali movie aficionado, wanted to launch the brand with a bang. Their brief was simple and, well, brief - they wanted to gift their consumers a life full of SUPERHIT moments. The challenge was not just to bring the stars home every evening, but to make them an integral part of the consumers' lives. The task was to make the channel stand out instead of just the shows, which was the case with all the major GEC.
We had an advantage right from the onset - Bengali movies and their long star-studded history. The 70-mm demigods and demigoddesses have never failed to entertain Bengalis. So, the core thought for the launch campaign was conceptualized around the bond between the common people and the stars. The agency showed how they share everyday moments with their favourite stars, thus making every moment a SUPERHIT moment.
The team at Genesis used cut-outs extensively throughout the campaign. Huge cut-outs of stars were placed all around the city, thereby creating a huge buzz. These illustration-based cut-outs brought in a breath of fresh air and also set a trend for many campaigns thereafter. The team also set up the website and the social media channels for the brand, thus giving the brand an all-encompassing communication solution.
The 360-degree launch campaign, replete with an insightful TVC, innovative OOH, interesting activations and a massive launch event helped the channel garner 102 GRP within a few days of the launch. The creative communication strategy devised by Genesis crafted a special place for the brand and helped it find the way to the drawing room of every Bengali movie lover.
ZEE Bangla Cinema is No 1 since first week of inception among CS 4 + , CS 15+, CS 15 + AB in West Bengal among Bengali and Hindi key movie channels with an opening GRP of 102 and counting
TG: CS 4+ AVG GRP WK 35-37 V/S WK 39 MARKET: WEST BENGAL