Celebrate the month of romance with the Premiere of 'The Lunchbox' on Valentine's Day!

As they say, the way to a man’s heart is through his stomach. On the occasion of Valentine’s Day, &pictures is offering a decadent blend of romance and scrumptious food to its viewers through the Valentine’s Day Premiere of soulfully romantic movie, The Lunchbox.  A perfect date movie, which encapsulates a unique recipe for romance that won millions of hearts through its simplistic narrative, will now be seen on the television on February 14 at 8 PM on &pictures.

After winning 23 awards and garnering accolades at prominent film festivals (Cannes Film Festival, Toronto Film Festival, London Film Festival etc.) across the globe, The Lunchbox has been nominated in the Film Not in English Language category of the British Academy Film Awards (BAFTA) 2015. Directed by Ritesh Batra, The Lunchbox is a unique love story between a lovelorn wife and a lonely man. Saajan Fernandes (Irrfan) a lonely old widower and Ila (Nimrat Kaur) a neglected housewife trying to seek her husband’s attention, through the only way she knows- cooking. A simple delivery mistake made by Mumbai’s Dabbawala inadvertently turns cupid for these two loveless souls & thus begins an intimate exchange of evocative scribbling.

In a bid to enthuse audiences into the right spirit during Valentine’s week, &pictures will kick-start the celebrations by delivering custom made lunchboxes filled with edible goodies to the cast and crew of the film, media and trade agencies. To further spread the love through food, the channel has also associated with the bloggers community –IndiBlogger- launching one of a kind #lunchboxANDyou contest. The winners of this contest will get an opportunity to surprise a loved one with scrumptious food and a heartwarming note. &pictures has also partnered with the cultural festival conducted by Symbiosis Institute of Mass Communications – Fest-O-Comm - where a series of film activities such as Take 24 (a 24 hour film making competition) and Sneak Peek (promo making competition) has been planned. To bring a smile on the faces of disabled children, the film’s lead actress, Nimrat Kaur, will also be visiting Arpan India, an NGO in Vadodara, that caters to the needs of children with multiple disabilities. And, &pictures also makes it a memorable day for around 50,000 husbands in the city returning their lunch dabbas with a heartwarming message to their wives through Mumbai Dabbawalas. They will be filmed and a video will be up on YouTube capturing the best messages of the day!

Speaking on the occasion of Valentine’s Day Premiere of The Lunchbox on &pictures, occasion Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated, “&pictures has carved a niche for itself as the premium mass Hindi movie channel - A channel that is synonymous with innovations blended with exceptional cinema, we recognize the value of path-breaking movies. The Lunchbox is one such landmark film amidst the array of films released which makes it a perfect brand fit for us. It’s not just the film that will have audiences hooked onto &pictures this Valentine’s Day, the unique initiatives planned along with an aggressive marketing campaign integrating interesting innovations on social media platforms and the various on-ground initiatives will also surely be the talk of the town.”

~Tune-in to &pictures to catch the Valentine’s Day Premiere of The Lunchbox i.e., on 14th February at 8 PM at your Television screen! ~