Zee Cinema walks down the memory lanes

India's leading Hindi movie channel, Zee Cinema is proud to launch an extension of its prime property, "Shanivaar ki Raat Amitabh Ke Saath". Starting October 16, 2010 at 8 pm, viewers can watch twelve of the most memorable Amitabh Bachchan movies spread across three months in "The Best of Shanivaar Ki Raat Amitabh Ke Saath". Keeping in mind the heritage that each of these movies bring to the audience, Zee Cinema is leaving no stone unturned when it comes to ensuring top of mind recall with its target audience by launching a three phase marketing campaign around the upcoming festive season.

Through a judicious mix of conventional and new media, Zee Cinema aims to recreate the old world charm of the seventies by recreating the freshness & psychedelia that was a trademark of the era. In the initial stage of the campaign, old school illustrations of the various avatars of Amitabh Bachchan will be used to brand the sides of AC buses to bring to the fore Amitabh Bachchan's immense popularity and the grandeur of the seventies.

The second phase intends to capitalize on the festive season through facades that will grace the exteriors of prominent malls in Delhi & Mumbai for two weeks around Diwali thereby drawing the attention of festive shoppers as well as ardent movie buffs!

The final phase of the marketing initiative captures the essence of the various avatars played by Amitabh Bachchan at the peak of his career through a viral that is set against the backdrop of the greatest movie in Bollywood history ' Sholay! The viral will target Gen Next who have not seen these celebrated movies as along with those who are ardent Big B fans. It will be splashed across the new media space on popular social networking websites and video blogs.

The first film in this series is Shaan, followed by Deewar and Naseeb on 23 & 30 October respectively. Other movies that are included in the line-up are Toofan, Sharaabi, Mukadar Ka Sikandar, Mard, Coolie, Ganga Jamuna Saraswati, Shahenshah, Ajooba and finally ending with Sholay. So mark your planners for a date with Amitabh Bachchan on "The Best of Shanivaar Ki Raat Amitabh Ke Saath' and be transported back to the era of the angry young man who took Indian cinema by storm and made cinematic history.