Mumbai: Highlighting the value of human relationships and interactions that went missing from people’s lives due to the pandemic, Zee Cinema has launched a three-film campaign #RehnaHaiSaathSaath to foster and celebrate the spirit of unity, belonging and hope.

Taking cue from one of the most watched films on the channel during the pandemic – 'Hum Saath Saath Hain’ the entertainment brand, along with its creative agency Lowe Lintas conceptualised this campaign to depict an array of emotions people experienced during the Covid-19 pandemic. It is being promoted across TV and digital platforms in a multi-phased manner. The channel will air back-to-back films like "Rashmi Rocket," "Thalaivii," "Squad Antim," "Sooryavanshi," "Sanak," and more as part of the campaign.

Zee Cinema’s research shows that audiences place the channel in the Orange need state of the ‘Needscope model’ which is strongly associated with attributes of togetherness, belonging, harmony, hope and encouragement. In line with the brand philosophy of ‘Jazba Hai Jeene Mein, Jab Cinema Hai Seene Mein,’ the campaign aims to foster a deeper connection with its viewers using topical and relatable stories and events.

“During the pandemic, we tried to help our audiences stay entertained and engaged with heart-warming films. In this phase, we have all experienced a whirlpool of emotions. Here, connections have helped us survive and togetherness is what helps us progress. Rehna Hai Saath Saath is an extension of this sentiment. Through this brand campaign, we want to celebrate each audience member, their spirit and our ability to work together through it all,” said Zeel cluster head Hindi movie channels Ruchir Tiwari.

Zeel CMO of content business Kartik Mahadev added, “Cinema is an inspiring and binding medium. This became even more apparent when we gathered around our television, as families, and watched movies together during the difficult phase of lockdown. The same is reflected by the 13 per cent viewership rise for the Hindi movies genre during the second wave. Zee Cinema has always been a champion of blockbuster movies and cinema’s core attribute of inspiration and togetherness. We, as a society, come together and do the extraordinary when times are tough. The “Rehna Hai Saath Saath” campaign captures this spirit of togetherness that has helped us emerge stronger. Each brand film mirrors the story of not just one person but the story of us as a people. It encourages us to move forward with a new sense of positivity.”