Oops! ban gaya Ghanchakkar!

In an innovative channel initiative in sync with the storyline, &pictures ‘forgets’ to telecast the film

Right from the very first phase of the channel launch, &pictures has pulled out all stops and taken the offbeat and innovative communication route while interacting with its target audience. For the upcoming movie premiere of Ghanchakkar at 9 PM on the channel’s primetime property, ‘Saturday First Show’.  &pictures  has taken a route that has never before been attempted. The channel plans on taking the storyline of the film to promote the World Television Premiere of Ghanchakkar.

While initial plans and promotions a few weeks back had Ghanchakkar slated to air on 5th October, &pictures now plans to air the film on 12th October instead. In keeping with the essence of Emran Hashmi’s character who forgets everything, the pitch being used for the world premiere of Ghanchakkar too, is that “We forgot that we were to air the film on 5th October!”.

Promos for the premiere of the film went on air on Saturday, October 5,  and feature a montage of Emran Hashmi’s character from the film Sanjay Atre spouting his now familiar line “Mujhe kuch yaad nahi aa raha hai.”

“As a channel that engages with new India, we always seek to take the unconventional route which appeals to and grabs the attention of our audience.” says Akash Chawla, Marketing –Head, National Channels, ZEEL. “As India’s first interactive movie channel, it is gratifying to see a huge number of viewers engage with us in an ongoing manner. This channel initiative is yet another step in that direction.”

“The initial censor certification for the film during its theatrical release was ‘U/A’. However keeping in mind the fact that TV audiences watch films in their homes, we have further edited the film to make it suitable for viewers of all ages,” says Ruchir Tiwari, Cluster Programming Head (Hindi movie channels), ZEEL, about the special considerations that have been taken into consideration while premiering the film, according to information available with www.cityairnews.com

Vidya Balan and Emran Hashmi starrer Ghanchakkar is a Bollywood suspense comedy caper film. It tells the story of Sanjay, Pandit and Idris who rob a bank and decide to share the money. After executing the robbery successfully, the trio decide that Sanjay keep the money for 3 months until the heat has died down. Problems arise when Sanju forgets where he put the money, and his partners return for their share. This leads to comedic scenes and wild chases for any leads that might get them close to the money. But do they get the money in the end?

Hop along for a quirky fun ride with the World Television Premiere of Ghanchakkar on Saturday First Show, October 12, 2013 at 9 PM only on &pictures. www.cityairnews.com