Ultra Play OTT unveils a new campaign ‘Har Pal Filmy’

Ultra Media & Entertainment Group has launched its latest OTT platform, Ultra Play, dedicated exclusively to streaming classic Hindi films. With the tagline 'Har Pal Filmy,' Ultra Play takes the viewers on a nostalgic journey, offering the charm of yesteryear's cinema to a new generation of audiences.

Amid the resurgence of classic Bollywood films in theatres, Ultra Play leads this sentimental wave with a curated collection of over 2,000 iconic movies. Spanning from the 1950s till date. The platform features a stellar lineup of blockbusters, hidden gems, and cult classics from legends such as Guru Dutt, Raj Kapoor, Shakti Samanta, Subhash Ghai, Vidhu Vinod Chopra & many more. As India’s first Hindi-exclusive OTT platform, Ultra Play focuses solely on Hindi content, providing a streamlined and unique experience for viewers with a movie streaming list like Evergreen 90s, Bollywood Jodi Classical Gems, Top Retro Collections and more hence offering ‘Har Zaamane ka Content’.

Ultra Play’s launch is being supported by a vibrant new TVC that captures the essence of the platform’s tagline, ‘Har Pal Filmy’. The campaign is designed to evoke memories and emotions, reminding viewers of the iconic dialogues, memorable characters, and unforgettable moments that have defined Indian cinema for decades. This TVC is a focal point of the platform's marketing efforts, ensuring that the platform resonates with audiences across all age groups. This 360-degree campaign will be amplified across Print, TV, OOH & social media platforms.

In this TVC, the storyline unfolds during a quintessential matchmaking setting, where potential suitors and their families engage in witty dialogues spree inspired by iconic Bollywood films like Aradhana, Lawaaris, Half-Ticket, Kaala Sona, Awara, Beti No. 1, 3 Idiots and more. The campaign cleverly leverages the pop-culture phrase and movie title ‘Shaadi main zaroor aana’ to amplify the brand’s narrative and seamlessly lands on its proposition – ‘Ultra Play .... Banayein Har Pal filmy. As the festive season unfolds, this colourful and quirky ad promises to bring audiences an extra layer of excitement and joy, infusing their celebrations with a delightful blend of nostalgia and entertainment, perfectly capturing the essence of Ultra Play's cinematic experience.

Sushilkumar Agrawal, CEO, Ultra Media & Entertainment Group shared his excitement, stating, “Ultra Play is our tribute to the timeless magic of Bollywood. By reviving these classic films, we are not only allowing audiences to relive their cherished memories but also introducing a new generation to the legacy of Indian cinema. Through Ultra Play, we aim to create a wholesome entertainment experience that celebrates the best of Hindi cinema, bringing families together through the love of films.”

Ultra has also unveiled ‘Ultra Gaane’, an OTT platform celebrating the golden age of Hindi cinema music. With the tagline ‘Dekh Ke Suno,’ it brings back the visual allure of over 4,000 classic tracks from the 1940s till date, while also showcasing new, independent artists to keep the content vibrant and contemporary.

Rajat Agrawal, COO & Director of Ultra Media & Entertainment Group added, Ultra Media & Entertainment Group has been at the forefront of transforming India's home entertainment industry, from VHS tapes to the OTT era. Our focus on digitization and restoration ensures that classic cinematic gems are preserved for future generations to deliver an exceptional audio-visual experience”.

Ultra Media & Entertainment Group has seen a significant rise in the consumption of Indian content across South Asian countries, the UK, the USA, and French-speaking African nations. With the launch of Ultra Play and its suite of other OTT platforms, Ultra is set to deepen its global reach, solidifying its position as a leader in entertainment.

This new ad campaign is envisaged by Ultra Group's in-house creative team. Brinda Agrawal, Head of Marketing, Ultra Group further adds "Nostalgia is a powerful force that connects us to cherished memories and beloved classics. With Ultra Play, we’re not just reintroducing iconic Bollywood films; we’re reviving the magic of these cinematic gems in a way that resonates with both nostalgic fans and new viewers. Our 'Har Pal Filmy' campaign captures this essence, making classic cinema accessible and exciting once again"

Ultra Play is available for just Rs 199 per year in India & with a dynamic price point internationally. Viewers can enjoy ad-free access to these films and songs in superior quality, making the experience truly special.