The initiative is part of the channel's latest brand campaign 'Naye India ka blockbuster movie channel'.
With an aim to garner maximum eyeballs and interact with its fan base, &pictures — India's premium movie channel — has brought together print, radio, TV and digital platforms for its world TV premiere of Badlapur on Sunday at 8.30pm. The initiative is part of the channel's latest brand campaign 'Naye India ka blockbuster movie channel'. The channel will be showing the latest blockbusters for movie enthusiasts as part of this campaign.
Speaking on the initiative, Ruchir Tiwari, business head, Hindi Movie Channels, ZEEL, said, "&pictures is India's first interactive channel that not only brings the latest blockbusters for its audiences, but also innovates with interesting campaign initiatives. The Badlapur Hunt, an activity in sync with the theme of the movie, was one such initiative from our end to connect with our viewers. The generous response it garnered across all media platforms encourages us to undertake path-breaking initiatives to entertain our audience."
Hashtags #ANDBadlaBegins and #TheBadlapurHunt went viral and the activity trended across India at the number one position, reaching out to over 8.1 million people in India.
The Badlapur Hunt had five teams of two each, one team member was taken away to an undisclosed location. To search for that person, the other member (just like Varun Dhawan) had to solve clues and perform various exciting and unique tasks (on ground and online). Starting from Bandra-Kurla Complex, the teams received their first set of clues from RJ Sucharita of Radio City.
The tasks were specially designed to engage on-ground and online audiences, and participants could seek assistance from users on social media to solve clues as well as convince people to undertake activities, such as clicking selfies with a poster of the film, create Dubsmash videos using dialogues from the film, recreate the iconic Badlapur face-off still and prove their physical strength in an open gym.
The Badlapur Hunt ended at Chhatrapati Shivaji Terminus, where the team members bought a ticket to Badlapur and reunited with their missing partners and won grand prizes.
Earlier, &pictures had promoted world TV premieres of Aamir and You, The Lunchbox, and Haider.
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
 "Badlapur")
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}
)
){kind=small}
){kind=small}
)
)
)
)
)
){kind=small}
){kind=small}
){kind=small}
){kind=small}
){kind=small}