Embracing this energetic and aspirational mindset, &pictures’ is powering on to a brand-new experience with its refreshed brand ideology ‘On Nahi, Full On’. Built on the insight that ‘In a world that uncertain, why stop myself from immersing fully in what I do’, &pictures’ new brand philosophy of ‘On Nahi, Full On’, ignites a spark of aspiration amongst the young and breathless to take charge and maximize every moment without slowing down.
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.”
The content strategy of the new &pictures has been designed keeping the new age sensibilities in mind to strengthen its bond with its core viewers. And, at the same time to engage and bring in new viewers. With ‘On Nahi, Full On’, &pictures promises to make the viewing experience richer and immersive with a pumped library focusing on 3 tenants i.e. Full on blockbuster premieres like Good Newwz, Dabangg 3, Kaali Peeli and Gunjan Saxena. Satiating the audience taste for full on thrilling content, the channel will showcase unique and fresh movies like Footfairy, Omerta and Hacked amongst others. And, satisfying the need for larger than life adventure and a window to a new world, &pictures will treat its viewers with blockbuster Hollywood premieres like Bumblebee, Fantasy Island & Bloodshot along with back to back Hollywood movies with Full on Hollywood; featuring movies from viewers favourite franchises like Kungfu Panda, Jumanji and Transformers amongst others.