India’s first classic movie channel, Zee Classic has always endeavored to push the envelope by showcasing breakthrough content and trendsetting marketing campaigns. The channel known to revive the magic of iconic classic and New Age Cinema, is all set to refresh the brand with a one of its kind disruptive programming rejig that will catalogue movies from each era into a separate time band. Starting on October 3rd, Zee Classic is the first channel in the Hindi movie genre in India to initiate this and has roped in the Bollywood heartthrob Arjun Kapoor to be the channel ambassador.
Adhering to its proposition of ‘Woh Zamaana, Kare Deewana’, Zee Classic caters to more than three generations of audiences with exclusive 500 plus movie titles in its library with its long term planning and acquisition strategy. To satiate the palate of diverse and wide ranged viewers that includes the connoisseurs of golden cinema, the middle aged adults, the New Age Classic viewers as well as the contemporary young adults, Zee Classic has initiated a strategic programming restructuring. Under this campaign with the theme ‘Aaj Ka Classic’, the channel defines a dedicated timeslot to each decade of Hindi Cinema.
With the Indian film industry heritage spanning over 60 years and an enviable legacy that only few can claim a right to, Arjun Kapoor is a pedigreed actor. A movie buff himself and an ardent aficionado of classic and modern-day cinema, Arjun Kapoor will strike a chord with the youth as well as the distinguished viewers of Zee Classic.
Aaj Ka Classic presents ‘Best of 80’s and 90’s’ that will showcase hits from decades that saw the emergence of more than ten superstars ranging from Jackie Shroff, Sunny Deol, Mithun Chakroborty, Anil Kapoor to the Three Khans, Govinda, Akshay Kumar, without whom the Hindi film industry wouldn’t be the same and these stars still continue to reign supreme and entertain audiences across the world. ‘The 70’s Mix’ will showcase blockbusters from the 1970s, an era that reflected the nuances of the society, but turned out to be preeminently a decade of ‘angry young man’, action movies and melodious music. ‘Shaandar Sixties’ will present movies of the 1960s, a decade that saw the rise of the popular romantic genre. The golden era of ‘Black and White’ that set the foundation of the Hindi film industry will include masterpieces that will transport spectators back in time.
Highlighting this brand campaign, exclusively curated movie festivals like Jhakaas Kapoor Festival, Har Din Bachchan, Shah Rukh Khan B’day Special, amongst many others and specials like ‘Timeless Asha’ will be featured.
Commenting on the brand strategy, Business Head, ZEE Hindi Movie Cluster, Mr. Ruchir Tiwari, said “At ZEE, we have the largest library of movies and now Zee Classic, is adopting a Strategic Time Band approach instead of the routine FPC approach. This strategy is a result of meticulous planning, acquisition and programming for an entire year which will ensure that Zee Classic caters to all kinds of viewers.
“From 2004 to 2010, the channel recorded just 2% viewership share in the Hindi Movie genre. With consistent acquisition of content from different eras along with unparalleled marketing, the channel created a space for itself and a decade later, the viewership has increased to a whopping 6% in this financial year. The ‘Aaj ka Classic’ brand campaign presented by Arjun Kapoor is the commencement towards the next chapter of Zee Classic, focused towards achieving 10% viewership share in the near future.
“Zee Classic will constantly innovate and keep pushing ahead the time clock of the channel by adding newer titles to the library with an aim to revive the power of iconic cinema and keep expanding the viewer base of the channel. With this, Zee Classic will now be competing with the top rating channels in the Hindi Movie genre.”
Confirming the news, Arjun Kapoor commented “I am thrilled to be a part of Aaj Ka Classic. I believe you are the by-product of the cinema you watch, especially if you are an Indian. I have grown up loving cinema and classics have defined my choices as a viewer as well as an actor. My grandfather, father, and uncle have contributed to Hindi films for years and I have fond memories of going on the sets and film trial shows. These movies will always be a reference point, always at the back of my mind. To be presenting such classic titles means a lot to me. I am happy that Zee Classic gave me the opportunity to be a part of this campaign and I appreciate their initiative of introducing such time-band led programming on their channel.”
A high decibel 360 degree marketing campaign has been launched including Print, TV, Digital and Outdoor to promote Aaj Ka Classic. The television commercial is curated keeping in mind the grandeur of Indian Cinema as well as the taste of a movie buff. Iconic Memorabilia comprising of the Friend Cap, musical instruments like Accordion, Classic Movie Posters, collection of books, DVDs and many more have been used to relive the various decades of Cinema.
