We hope to instil this spirit of happiness and deliver the promise of quality entertainment to all the families connected with us. Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all. Rehna Hai Saath Saath is an extension of this sentiment. Here, connections have helped us survive and togetherness is what helps us progress. In this phase, we have all experienced a whirlpool of emotions. During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films. Their friendship struck a rough patch during Hum Saath Saath Hain due to the black. Ruchir Tiwari, Cluster head, Hindi Movie Channels, ZEEL, said, “Zee Cinema has family entertainment at its heart and strives to deliver it with every movie presentation. Sooraj and Salman have done four films together, and during this time, they have shared a spiritual relationship. The channel took this essence to build a campaign around the theme #RehnaHaiSaathSaath. People connected with this film even more during this phase because it made them ’feel good’ and more importantly ‘feel together’. It takes a cue from one of the most watched films on the channel during the pandemic – Hum Saath Saath Hain. The campaign is connected with the nature of content the channel offers and the values it portrays.
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