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.