The campaigns objective was to announce the arrival of the new Hindi movie channel- Rishtey Cineplex, to rural audience across India. The reason for our existence became our brand’s proposition that in our country, films are simply a MUST. Since the channel is free-to-air our marketing team coined the phrase “Filmien Must Hai” which now stands as our Motto and Punch-line.

We invited film-maker Suresh Triveni (of Mauka Mauka fame) to explore the thought “Filmien Must Hai” as a series of films in a style that comes to him naturally and in a way he could express freely. Being a huge film buff himself, Suresh induced his passion as a writer, director and a film fanatic into the campaign.

The result of the campaign is that the entire process helped us as a team in shaping the brand and creating a strong proposition. On the other hand, the entire campaign has been well received by viewers of all kinds across every platform. The thought “Filmien Must Hai” is now invariably underlined in all our communication in one form or the other.

We find this project relevant for the Entertainment Lions because we believe such a film comes once in a lifetime where one can experience the power of a simple idea that inspired many talented individuals to collaborate and push the boundaries of storytelling while creating a piece of work that is truly entertaining and effective in its communication.

Our brand film “Common Man” was the first in the series as a salute to every Indian who is the real hero of our campaign. This 90sec spot was shot in the middle of blistering summer in Gujarat and it features Avanish Arun (renowned cinematographer) playing his debut role as an actor.

This was followed by a series of 4 films dedicated to the 4 main ingredients in our popular cinema- Action, Romance, Dialogues and Sad songs. These films touch upon the common feeling and emotions that cinema can induce into an otherwise mundane lives. The humor in the writing, performances by the cast and the directors touch made this an enjoyable film for a wide range of audience across platforms.

We were talking to the rural audience across northern states of India who were deprived of watching the “latest & greatest” of Indian cinema from the luxury of their homes. Since Rishtey Cineplex was one of the first free-to-air movie channels to reach a huge rural audience we had an exciting proposition for our viewers.

The underlining thought of the campaign as a whole was that Rishtey Cineplex brings home a premium viewing experience of your favorite movies so you can sit back and enjoy them from your living room.