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&pictures to kick-start the New Year with James Bond movies

MUMBAI: Hindi movie channel &pictures will ring in the New Year with its first ever showcase of the latest James Bond flicks on Indian television in Hindi.

Branded as ‘Bond Nights’, the channel will showcase a Bond flick every Friday at 8 pm from 2 January. &pictures will premiere the best of Bond movies throughout January and February.

The band will commence with the premiere of the latest Bond film ‘Skyfall’ on 2 January. The channel has initiated various marketing initiatives to promote it.

ZEEL Hindi Movie Channels deputy business head Ruchir Tiwari said, “With Bond Nights, we are exhibiting one of the most exclusive and anticipated film franchises across the globe. We are ringing the New Year with super sleek Bond series, with most of the films from the line-up premiering for the first time on Hindi television. Adhering to the nature of Bond films our marketing campaign includes eclectic mix of traditional and innovative strategies, specifically targeted consumer as well as trade audiences.”

In a bid to grab maximum eyeballs, &pictures has a populated special billboard branding across Ahmedabad, Surat, Baroda, Rajkot, Mumbai and Delhi with the enormous cut-outs of the blue-eyed Bond Daniel Craig. To reach out to the movie enthusiasts, &pictures has also devised a strategy to run promos of Skyfall in about 500-600 UFO digital screens during and before the interval of the newly released movie ‘PK’ in the run-up to ‘Bond Nights’.

Moreover, social media platforms will also feature contests for viewers that will surround each Bond movie to premiere on &pictures. A unique line of promos encompassing each Bond movie will also include some tongue in cheek humour.

On 9 January, the channel will showcase ‘Die Another Day’. This will be followed by ‘Quantum of Solace’ on 16 January, ‘The World is Not Enough’ on 23 January, ‘Casino Royale’ on 30 January, ‘Tomorrow Never Dies’ on 6 February and ‘Golden Eye’ on 13 February.

In order to reach out to the trade agency community, &pictures also organised an activity ‘Bond of the agency’ across Mumbai and Delhi. A race car (synonym with Bond) gaming set up was located in the respective agency cafeterias. The gaming console provided an opportunity to all the employees to partake and win original Bond merchandising. The winner with best score was also granted ‘Bond of the agency’ title.