It encourages us to move forward with a new sense of positivity. In the movie, Preeti, who is Prems fiance, has to sacrifice her love in the name of duty. Each brand film mirrors the story of not just one person but the story of us as a people. Hum Saath Saath Hain also incorporated the sacrifice of Laxmans wife, but with a twist. The “Rehna Hai Saath Saath” campaign captures this spirit of togetherness that has helped us emerge stronger. We, as a society, come together and do the extraordinary when times are tough. Zee Cinema has always been a champion of blockbuster movies and cinema’s core attribute of inspiration and togetherness. The same is reflected by the 13% viewership rise for the Hindi Movies genre during the 2nd wave. This became even more apparent when we gathered around our television, as families, and watched movies together during the difficult phase of lockdown. Kartik Mahadev, CMO, Content Business, ZEEL, added, “Cinema is an inspiring and binding medium.
We hope to instil this spirit of happiness and deliver the promise of quality entertainment to all the families connected with us.” Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all. 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. 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. The channel took this essence to build a campaign around the theme #RehnaHaiSaathSaath. People connected with this film even more during this phase because it made them ’feel good’ and more importantly ‘feel together’. It takes a cue from one of the most watched films on the channel during the pandemic – Hum Saath Saath Hain.
The campaign is connected with the nature of content the channel offers and the values it portrays.