Launching a contemporary channel for new hindi movies
India has seen the emergence of hindi cinema that comprises well told stories with good production values headlined by main stream stars. However these movies are not made to suit mass viewing sensibilities, and therefore tend to see very short run times in theaters and on commercial TV channels alike. Miniplex was an idea whose time had come.
Our approach led to the discovery of an intelligent, informed audience, who’ve moved past the similar, linear narratives being showcased in massy hindi film stories. The brand core of ‘Joy of New’, captured the experience of watching new hindi movies that have contemporary themes built into them.
IF YOU ARE THE TYPE THAT CAN’T WAIT FOR A FRIDAY TO WATCH A NEW HINDI MOVIE, THEN MINIPLEX IS FOR YOU. AND NOT JUST ANY MOVIE. BLOCKBUSTER MOVIES THAT ARE CURATED SPECIALLY SO THAT THEY MATCH YOUR WORLD VIEW AND SENSIBILITIES. RIGHT WHERE YOU’RE MOST COMFORTABLE - IN YOUR LIVING ROOM.
The project scope involved giving the brand visual identity as well evolving a graphic language that communicated the contemporary nature of the channel across various touch points like channel indents, corporate stationary, and various design elements.