Movies Now: Hollywood for mainstream Indian youth
Yousuf Rangoonwala
Campaign details
Brand owner: Times Television NetworkAgency: BBH Communications India Private Ltd, MumbaiBrand: Movies NowCountry: IndiaChannels used: Newspapers, Outdoor, out-of-home, TelevisionMedia budget: 1 - 3 million
Executive summary
This is the story of how a simple observation about television viewing habits and a daring content strategy changed an entire category, and upset market leaders whose positions hadn't changed for 15 years.
Movies Now entered the English-speaking film television channel category in India at a time when the market leaders, Star...