Movies Now: Hollywood for mainstream Indian youth

Yousuf Rangoonwala

Campaign details

Brand owner: Times Television Network
Agency: BBH Communications India Private Ltd, Mumbai
Brand: Movies Now
Country: India
Channels used: Newspapers, Outdoor, out-of-home, Television
Media 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 Movies and HBO, hadn't been dethroned from their positions for over 15 and 10 years respectively. There seemed to be an unsaid protocol about the kind of content that was to be broadcast, and every newcomer had simply followed suit.