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A brand new experience of &pictures with ‘On Nahi, Full On’

Shreoshree Chakrabarty October 13, 2020

2020 will remain a year to remember and it will be the year where most people picked up a new hobby or learned a new skill. Embracing the zeal and aspirational mindset of the Indian youth who have immersed themselves into new experiences of Carpe Diem, &pictures’ is powering on to an all-new experience with its refreshed brand ideology ‘On Nahi, Full On’.

&pictures’ new brand philosophy of ‘On Nahi, Full On’ is built on the insight, ‘In a world that uncertain, why stop myself from immersing fully in what I do’,has ignited a spark of aspiration amongst the young and breathless to take charge and maximize every moment without slowing down.

&pictures has always catered an audience that has a youthful spirit with an arrangement of content and characters that reflects their life choices and beliefs. The new &pictures promises to leave viewers refreshed with an interesting experience as it has levelled up its zestful and quirky vibe.

Talking about the new ideology, Ruchir Tiwari, Business Head, Zee Hindi Movies Cluster, said, “Over the past 7 years, &pictures has carved a niche for itself by offering content that reflects the belief of the young and aspirational India.&pictures now has the highest skew amongst the young audience i.e. 13-21 years NCCS A in the Hindi Movie category. The brand proposition ‘On Nahi, Full On’ is an energetic and fun-loving mindset that embraces the beliefs of this distinct viewer set. Creating an immersive experience for our viewers, we have created refreshing content blocks with ‘blockbuster premieres’, ‘Full on Dynamites’ that celebrates Gen Z of Bollywood‘, 2pm ‘Full on Time-out’ slot, Hollywood movies back to back with ‘Full on Hollywood’, and many more. Foraying into original content with ‘Footfairy’, a TV first initiative is a testament of our commitment to offer enthralling content to complement the viewers evolving consumption patterns.Through this re-energized experience, &pictures aims to cement our positioning in the minds of our consumers.”

Prathyusha Agarwal, Chief Consumer Officer, ZEEL added, “While the unpredictable 2020 threw tons of challenges at us, we dealt with it in our own extraordinary way by making every opportunity count. Pegged on this premise, ‘On Nahi, Full On’, gives the dynamic young generation, a cue to maximize every moment without slowing down. And, we are bringing alive this Full-On ideology through the visual mnemonic of a ‘power on button’ and the ‘&pictures shorties’ our brand films that draws a connect between the consumers world and the role of &pictures to amplify life.”

Prathyusha also added “Consumers ‘choice’ is driven by what’s being aired on the channel but through our groundwork we know that brands image and perception also impact these choices. We tested 2 concepts with consumers, to help us learn their understanding and resonance, that led us to the winning concept – ‘On Nahi, Full On’. The rebooted brand philosophy could be a game changer in moving &pictures from the ‘known and listed’ basket to the ‘my consideration set’ amongst the audience.”

The new &pictures’ content has been specifically designed with the new age sensibilities in mind to nourish its bond with its core viewers. With ‘On Nahi, Full On’, &pictures promises a rich viewing experience with a fresh library focusing on 3 tenants i.e.Full on blockbuster premieres like Gunjan Saxena, Dabangg 3, KaaliPeeli and good Newz. For thrilling experiences, a stack of latest movies like Footfairy, Omerta and Hacked amongst others. And for larger than life adventure for the viewers will receive blockbuster Hollywood premieres like Bumblebee, Fantasy Island & Bloodshot. Not only this, back to back Hollywood movies with Full on Hollywood is also on the list; showcasing movies from viewers favourite franchises like Kungfu Panda, Jumanji and Transformers amongst others.

Viewers are invited to a ‘Full on Bloc Party’ on the &pictures social media channels to celebrate the essence of the new philosophy. Moreover, young individuals like Ishaan Khatter, Dolly Singh, DhvaniBhanushali& Nikhil Paralikara.k.a the Tabla guy have got together with &pictures to personify the brands new energetic and expressive personality. Through each of their amazing and unique skillsets, they will build the brands content pillars i.e.Full on Feels, Full on Masti, Full on Punch & Full on Thrill.

&pictures shorties, created by Lowe Lintas will be promoted through television and digital promotions. To add on, brand filters will be launched soon on Instagram to rub of its energetic and quirky vibe on its viewers on Instagram.

Taayarhojao, kyunki ab entertainment hoga ‘On Nahi, Full On’


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