&pictures beats Movies OK on the digital platform

Chennai Express pushes the new movie channel to a staggering 112609 GVTs
The promise of &pictures being India’s first interactive Hindi movie channel is strengthened with the unique strategy adopted for the premiere of Chennai Express. The Chennai Express mania refuses to die garnering a staggering 5949 TVTs and propelled the channel to zoom ahead of competition. The Week 47 data issued by TAM reveals the following key highlights:

Ø  &pictures zooms past competition with 112609 GVTs on CS4+, HSM levels

 

GVT	week 47
&pictures	112609
UTV Movies	95046
UTV Action	82726
FILMY	26971

 Source: TAM, wk 47, Cs4+, HSM

 Ø  On the digital platform, &pictures has beaten Movies OK garnering 80129 GVTs

GVT	week 47
&pictures	80129
Movies OK	72212
UTV Movies	67655
UTV Action	56931
FILMY	23835

Source: TAM, wk 47, Cs4+, HSM

Ø  Chennai Expressgarners higher Time Spent than that of Boss on Colors

Channel	Programme	Time Spent Viewer (Mins)
&pictures	HFF CHENNAI EXPRESS	46
Colors Viacom18	HFF BOSS	44

 

Channel	Date	Day	Programme	TVT 000s
Colors Viacom18	23/11/2013	Sat	BOSS	8644
SONY ENTERTAINMENT	27/10/2013	Sun	YEH JAWAANI HAI DEEWANI	6995
&pictures	23/11/2013	Sat	CHENNAI EXPRESS	5949
SONY ENTERTAINMENT	29/09/2013	Sun	ONCE UPON A TIME IN MUMBAI DOBAARA	4940
Star Plus	13/10/2013	Sun	BHAAG MILKHA BHAAG	4702
Colors Viacom18	29/09/2013	Sun	RAANJHANAA	4493
SONY MAX	18/10/2013	Fri	SHOOTOUTAT WADALA	3401

 Source: TAM, wk 47, Cs4+, HSM

 Ø  &pictures garners highest Time Spent in the Hindi Movie genre.

 

Channel	Time Spent Viewer (Mins)
&pictures	52.2
Star Gold	51.5
Movies OK	44.0
UTV Movies	37.9
UTV Action	35.9
Sahara One	25.0
FILMY	22.5

 

Source: TAM, wk 47, Cs4+, HSM

 Ø  Chennai Express on &pictures also zips past popular primetime GEC shows like Big Boss, Nach Baliye, CID, KBC, Crime patrol Comedy Nights with Kapil

Channel	Time  From	Programme	Dur {Min}	OOOs
&pictures	20:00	HFF CHENNAI EXPRESS	179	5949
Colors Viacom18	21:00	BIGG BOSS 7-WKND KA WOW SALMAN KE SAATH	63	5500
Star Plus	20:59	NACH BALIYE 6	92	5188
SONY ENTERTAINMENT	22:02	C.I.D.	61	4629
SONY ENTERTAINMENT	23:02	CRIME PATROL	52	3291
SONY ENTERTAINMENT	20:30	KAUN BANEGA CROREPATI	93	3151
Life OK	21:59	SAVDHAN INDIA-UP FIGHTS BACK	61	3140
Star Plus	22:30	NACH BALIYE 6-PARDE KE PICHHE	30	3044
Colors Viacom18	22:58	COMEDY NIGHTS WITH KAPIL	78	2699

Source: TAM, wk 47, Cs4+, HSM

The channel had lined up an extensive and innovative marketing campaign including TV, Radio, Print, Outdoor, OOH and Cable for this big ticket premiere that aired on November 23rd. Putting across a differentiated digital strategy helped the channel touch the pulse of the youth through Facebook, Twitter and the blogging community.
The initiative of sending a reminder calls in Shah Rukh Khan’s Voice received a record breaking 153357 unique callers. Selecting four IndiBloggers to relive the journey that SRK and Deepika Padukone had done in the film is clearly a case of achieving success through customer-driven marketing innovation. The bloggers recreated the entire Chennai Express journey which engaged the audiences online. The same was supported by @AndPicturesIN managed by Brandlogist to drive more conversations around the movie premiere. The activation which began on 18th November had four IndiBloggers (Karishma Rawat, Nandini Deka, Arvind Passey & Ramit Narang) travel via Chennai Express train from Mumbai to Rameshwaram. It proved to be an effective medium of getting the audience engaged with the blogging community who kept throwing them challenges enroute their journey. The link had live updates from the 4 bloggers and they created record breaking conversations on twitter & Facebook.
Talking about the marketing strategy, Akash Chawla, ZEEL, National Channels, Marketing Head, said, “The rise of social media and the increasingly connected customer makes us continuously think out of the box to engage them in newer and interesting ways. By allowing our viewers to experience a film in person before they see it in their own homes, we ensured that &pictures is synonymous with quality and a channel that puts their viewers first. This innovation in the online space has reaped us the benefit across platforms. It has helped us to overcome existing and emerging challenges and set benchmarks which we look to break again in the near future.”
He adds, “Remarkably, the campaign saw an additional 500 tweets with #chennaiexpressandyou even after the film had premiered. The campaign successfully reached out to a whopping 1.4 unique Twitter users and received over 14 million impressions on Twitter.  The impressions via IndiBlogger network was a staggering record 1 Million + and including the impressions generated by four bloggers traveling it comes to a whopping 6.6 million. Owing to the phenomenal response received by this activation, #chennaiexpressandyou was the most talked about topic on Twitter so much that we broke Twitter.”
 &pictures marketing strategy for the premiere of Chennai Express was a unique blend of traditional and digital mediums with innovation and differentiation.