Movies Now 2: Hollywood's Wild Child

Debopriyo Chakraborty, Namit Prasad

The launch of Movies Now 2, a new English language subscription movie channel in India, using a distinctive voice in print, social media and YouTube ads.

Campaign details

Brand: Movies Now 2Brand owner: The Times NetworkLead agency: Famous InnovationsCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Newspapers, Online video, Social media, TelevisionBudget: Up to 500k

Executive summary

Movies Now 2, a new, subscription-based English movie channel, was launching in an already cluttered English movie channel category in India, ruled by the well-established Star Movies and HBO. It was launched with the intention of growing business by getting more marketers to advertise on the channel. But marketers were already invested in established channels; which was...

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