Ultra Play OTT revives nostalgia of yesteryear Hindi cinema
- September 4, 2024
- Ultra Team
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.
Ultra Media and Entertainment Group has unveiled its latest OTT platform, Ultra Play, dedicated exclusively to streaming classic Hindi films.
With the tagline ‘Har Pal Filmy,’ Ultra Play offers a nostalgic journey, bringing the charm of yesteryear’s cinema to a new generation of viewers.
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 lineup of blockbusters, hidden gems, and cult classics from legends such as Guru Dutt, Raj Kapoor, Shakti Samanta, Subhash Ghai, Vidhu Vinod Chopra and many more.
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 and 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 Bollywood films like Aradhana, Lawaaris, Half-Ticket, Kaala Sona, Awara, Beti No. 1, 3 Idiots and more.
The campaign 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, chief executive officer, Ultra Media and 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.”
Rajat Agrawal, chief operating officer and director of Ultra Media and Entertainment Group added, “Ultra Media and 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.”
This new ad campaign is envisaged by Ultra Group’s in-house creative team. Brinda Agrawal, head of marketing, Ultra Group further added, “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.”
