Viacom18 Media Pvt. Ltd., India’s youngest entertainment company, announced the launch of COLORS Gujarati Cinema, the region’s first 24-hour premium movies’ channel. With the tagline of Filmo Matrubhasha Ma, which translates into Movies in your mother-tongue, the channel is positioned to leverage the vibrant cinematic heritage of Gujarat.
Following the success of COLORS Kannada Cinema, Viacom18’s latest foray into regional movie broadcast – COLORS Gujarati Cinema – launched on June 1st, 2019 as a pay channel. It will be a part of the network’s primary COLORS wala Value+ Pack.
Viacom18’s journey of delighting the Gujarati audience began almost 18 years back with the purpose of providing authentic Gujarati entertainment to its viewers. Evolving from ETV Gujarati to COLORS Gujarati, the channel has been the No. 1 Gujarati General Entertainment Channel and has been catering to audiences across the spectrum. To further strengthen this bond, COLORS Gujarati Cinema, Viacom18’s third movies’ channel, will cement the network’s commitment to provide best in class regional entertainment to its audience.
COLORS Gujarati Cinema aims to bring the past, the present and the future of the 87-year-old Gujarati Cinema legacy on the TV screens for its viewers. Front-lined by Gujarati cinematic masterpieces such as Viacom18 Studios’ Dhh which won the National Award for best feature film in Gujarati and recent hits like Chello Divas, Love ni Bhavai, Reva, Mijaj, Duniyadari, Oxygen, Backbencher and a library of 300+ Gujarati films that have won hearts of more than 6 crore audiences, COLORS Gujarati Cinema will enthrall its audience with world television premieres, behind-the-scenes footage, songs, comedy marathons and a plethora of Gujarati plays.
The channel will showcase movies across genres such as Action, Drama, Comedy, Romance, Mythology and many more. With the launch of COLORS Gujarati Cinema, the network aims to promote Gujarati culture, heritage and splendor and familiarize its viewers with Gujarati stories and folklores.
The network is planning a 360-degree marketing campaign across pre-launch, launch and sustenance phases. The state will see major print and radio campaigns across all major publications and stations. Marketing campaign will be headlined by an industry-first RAP anthem which has been shot with popular Gujarati actor Jimit Trivedi to capture the pulse of the youth.
An OOH campaign across 23 major towns of Gujarat and a television campaign across COLORS Gujarati and the market’s top non-network channels will see an ad blitzkrieg with 1000 spots aired. In a marketing tie-up that brings unprecedented scale to the launch, COLORS Gujarati Cinema will run an in-theatre campaign that will launch with Salman Khan’s upcoming Bharat.
