2020 has been a year that none of us will forget for a long time. There has been a lot uncertainty around our lives this year – from not being able to meet loved ones for an extended period of time to navigating a new way of living and working.
This has given rise to a changed mindset in young India – one where they want to fully immerse themselves in everything that they do, and one where they want to live each moment to the fullest. After all, 2020 has shown us that nothing can be taken for granted. This generation is now embracing life as it comes, and is finding meaning in experiences.
Based on this consumer insight, &pictures has announced a complete refresh of their brand ideology to ‘On Nahi, Full On’. This new brand philosophy aims to ignite a spark of aspiration in the youth to take charge and make the most each moment.
The brand has created a wonderful connect with the audience through the ‘&pictures Brand Shorties’. Right from giving home haircuts to playfully enjoying time with the family , the &pictures Brand Shorties highlight moments where the relationship with television viewing marries the current reality of the viewers. It captures four unique human emotions based on the different genre of movies the channel has to offer – Thrill, Feels, Punch and Masti!
1. Full On Thrills
2. Full On Punch
3. Full On Masti
4. Full On Feels
The idea was to feature emotions which best represented their content.
&pictures took the launch of their new idealogy a level higher with their ‘Full On Bloc Party‘. This was an unprecedented virtual party on &pictures’ social media channels where popular talents like Ishaan Khatter, Dolly Singh, Dhvani Bhanushali & Nikhil Paralikar personified each of the four emotions anchored by the brand.
Ishaan Khatter personified Full on Punch with his groovy dance moves
Nikhil Paralikar brought out Full on Thrills with his background tabla score
Dolly Singh personified Full on Masti with her quirky sense of humour
Dhvani Bhanushali brought out Full on Feels with her magical voice
Through these initiatives &pictures is infusing a refreshed energy in their offering to match the mindset of their target audience and giving them a brand new movie watching experience.
This ‘Full On’ ideology is cleverly represented through the widely recognized ‘power on’ button. In every brand communication we can see this button powering on to give the viewers a ‘full on’ experience
To keep this young audience engaged with the brand, &pictures is planning to release a fun and filmy filter on Instagram that transports people into the world of movies quite literally, through an engaging face swap experience.
We love how the brand ideology is being brought to life in a strategic manner. From the consumer insight itself to defining what the brand should stand for, and then personifying each of those pillars through popular artists – &pictures has executed an On Nahi, Full On campaign!