Rehna Hai Saath Saath is an extension of this sentiment. Here, connections have helped us survive and togetherness is what helps us progress. In this phase, we have all experienced a whirlpool of emotions. During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films.
Talking about the brand campaign, Ruchir Tiwari- Cluster head, Hindi movie channels, ZEEL said, “Zee Cinema has family entertainment at its heart and strives to deliver it with every movie presentation. These brand films will be promoted across TV and digital platforms in a multi-phased campaign. Together, Zee Cinema and its creative agency Lowe Lintas conceptualised and created a series of three brand films that puts the spotlight on an array of emotions people experienced during the Covid-19 pandemic. Capturing the sentiment – ‘Ek daur se guzar ke hi humein pata chala, saath rehne ki ahmiyat, these heartfelt stories highlight how we now treasure connection with each other more than ever. This campaign is in line with the same brand purpose, where the channel aims to foster a deeper connection with its viewers using extremely topical and therefore unmistakably relatable truths. With the Brand philosophy of ‘Jazba Hai Jeene Mein, Jab Cinema hai seene mein’, Zee Cinema always aims to infuse positivity and inspire every individual to make the most of everything life has to offer. Brand research shows that audiences place the channel in the Orange needstate of Needscope model, which is strongly associated with attributes of Togetherness, Belonging, Harmony, hope and encouragement. The channel shares a deep emotional bond with its audiences built over time through its content and communication, which is why it has, today, become a part of audiences’ family.
Zee Cinema is known for Blockbuster movies and family entertainment. Echoing the same insight, Zee Cinema has launched its campaign #RehnaHaiSaathSaath, which celebrates the spirit of unity, belonging, hope and positivity. Now as we move ahead, we value those connections even more. Our joys and growth are closely interlinked to one another. What these tough times have truly taught us is that we are a collective. Not being able to dine with friends, see loved ones or interact with co-workers has intensified the value of relationships. After practicing ‘social distancing’ for nearly a year and half, we have realized how much we crave human connection. During the pandemic, we all went through our share of challenges.
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