Zee Cinema plans to add a punch at primetime with South Indian films

02 May,2013

By A Correspondent

 

Move over SRK, Salman and Akshay. Nagarjuna and co are here with their OTT action and comedy sequences. To make most of the genre, Zee Cinema has launched a two-week-long festival of popular southern blockbusters dubbed in Hindi – ‘South Ka Super Punch’. “Films from the South dubbed in Hindi have always given us a great response. They have their own unique brand of over-the-top action that works extremely well with the male audiences,” says Mohan Gopinath, Business Head – Hindi Movie Cluster, ZEEL when asked why the channel chose dubbed movies for the primetime slot.

 

Mr Gopinath, adds, “In times when we all lead hectic lives, viewers look to cinema or television as a stress-buster. Cinema from the South with its larger-than-life hero worship and flamboyant brand of action and drama, serve as a beautiful avenue for escapism where people can forget all their stress and have a good laugh. These films have been enormous successes down south and the lead actors are worshipped like demi-Gods. Dubbed versions of south films have always rated extremely well each time we have aired these in the past and there is a strong demand for us to air more such films. Our previous festival of a similar nature ‘Dosa Meets Samosa’ had met with an overwhelming response. We’re confident that the audience will enjoy the new festival too!”

 

Like the movies to be shown, the channel has also taken an off-beat creative route to promote the festival. Instead of showcasing any of the stars or even visuals from the films being aired as a part of the ‘South Ka Super Punch’ festival, the promo raises a toast to the sheer flashiness and flamboyance of southern cinema and its unique brand of comical action. It features a special rap song that has been composed in-house by the creative team at Zee Cinema, celebrating the magnificent larger-than-life attributes of these films, explains Mr Gopinath.

 

Similarly to cash in on the current rage of cricket, Zee Cinema has created cricket-centric comic strips, spoofing the most widely discussed developments from the ongoing series and associating them with the festival in a unique manner. These comic strips will be available across various digital platforms.

 

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