Movies Now: Hollywood for mainstream Indian youth

Yousuf Rangoonwala

India's Times Television Network wanted to use the launch of its English-language film channel Movies Now to challenge the market dominance of Star Movies and HBO, which held a market share of over 70%.

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...

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