&Pictures

Watch how TheSmallBigIdea got &Pictures new brand philosophy,
On Nahi Full On buzzing on social media

Channel
&pictures (a Hindi movie channel owned by Zee Entertainment Enterprises launched in August 2013). With an objective to occupy distant space in the category and build a strong emotional connect with the audience, it underwent a brand revamp and changed its proposition from ‘Sapnon Ki Udaan’ to ‘On Nahi, Full On’.

Objective
The channel was looking to create a buzz with a differentiating idea that would lend a fresh feel to its revamp that reflects a desire to maximize experiences in life, alike its brand promise.

The Idea
With many stuck at home during the pandemic, digital entertainment options witnessed an unprecedented surge. Content creators, celebs, influencers started churning out content at an overwhelming rate. In such a scenario where it’s easy to drown in the sea of engaging content, how can a brand still stand out & grab eyeballs?
TheSmallBigIdea, a full-service digital agency, along with the brand team at &pictures organized a FULL ON BLOC PARTY on the channel’s social media handles to bring its brand promise ‘On Nahi, Full On’ to life.
What made this party FULL ON were the uniquely designed acts across different genres with an integration of films from the channel’s library to showcase the FULL On spirit the brand stands for.
By collaborating with top artists across different genres such as Ishaan Khatter, Dolly Singh, Dhvani Bhanushali & Nikhil Paralikar, the brand along with the agency planned a day of fun-filled performances, each laced with a unique twist centered around the brand’s 4 pillars of Full On Punch, Masti, Feels & Thrill
Ishaan enthralled the audience with his FULL ON PUNCH act where we got to see a face-off between his two avatars performing two different styles from his songs from &Pictures movie library.

 

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A post shared by Ishaan (@ishaankhatter) on Oct 11, 2020 at 4:53am PDT

Dolly Singh delivered a googly on Good Newwz & hit the FULL ON MASTI quotient right out of the ballpark.

 

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A post shared by Dolly Singh (@dollysingh) on Oct 11, 2020 at 12:05am PDT

Dhvani with her soulful voice recreated stages of a relationship with songs from &Pictures library, & made the audience experience FULL ON FEELS.

 

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A post shared by Dhvani Bhanushali (@dhvanibhanushali22) on Oct 11, 2020 at 4:02am PDT

Nikhil Paralikar, popularly known as the Tabla Guy, evoked FULL ON THRILLS with his captivating tabla beats on an iconic scene from the movie, Jumanji, The Next Level.

 

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A post shared by Nikhil Paralikar (@thetablaguyy) on Oct 11, 2020 at 2:09am PDT

Results

With its exciting line-up backed with pillar-integrated promos & content on social media, the campaign enabled a ‘On Nahi, Full On’ experience for its viewers
Views: 11 Mn+
Likes: 2,00,000 +
Comments: 2000
Safe to say, everyone went home with laughter, smiles, and an intent to live life FULL ON!