&TV's new refreshed campaign: Hai Khaas Har Andaaz

Explorer & Music lover, Foodie & Biker, CEO & Adventure-seeker, Homemaker & Entrepreneur, Fitness aficionado & Artist - the new Indian is all this and more. Multiple personas and passions have always existed, but the difference is, today people are willing to embrace every facet of themselves and not sacrifice one for another. We don our multiple roles and personas, refusing to settle in the limited expectations society has of us. It is this aspect of the new &dian that &TV is tapping into through its refreshed show line-up and the channel campaign.

Since its launch in 2015, &TV has successfully built a strong connect with the audience by always presenting stories, characters and values that are unique and unconventional. The channel's marquee show Bhabhiji Ghar Par Hain received immense love from the audience thanks to its bhabhijis, Meri Hanikarak Biwi's bold narrative attracted conversations and depicted an open-minded biwi. The channel didn't shy away from going against the tide and introducing a 100kg bahu on television with Badho Bahu or presenting Kanha and Radha differently. &TV pushed the envelope further by introducing supernatural-romance in Laal Ishq. The channels varied narratives resonated with the new age audience and now the channel is geared up to push the boundaries further with the brand refresh and an all new show line-up.

Punit Misra, CEO, ZEEL - India Broadcast Business said, "As India's No.1 entertainment network, it is our endeavor to fulfill the entertainment needs of every viewer segment. We believe &TV, the youngest GEC in the ZEEL portfolio is best suited to cater to &dians - the multifaceted, progressive, young urban viewers who want to be MORE. With our unique brand point-of-view led content creation approach, the &TV team has crafted stories and characters that &dians will fall in love with."

Prathyusha Agarwal, CMO, ZEEL said, "The & Brand in our portfolio aims to disrupt the entertainment space with content that caters to the nonconformist &dian mindset. Our new brand campaign Hai Khaas Har Andaaz' is pegged on a simple premise - today's Indian is multi-dimensional in their thoughts, actions and aspirations and seamlessly traverse between their many roles in life and excel in each. It's truly an & and not an OR world for them as they add meaning to and fulfil every relationship, value themselves and their work, go beyond what society expects them to and actualize all their &s along the way. Through this campaign we celebrate this ability of an &dian to expand the canvas to accomplish their desires and the multiplicity idea captures their diverse hues in full glory."

Depicting this core proposition to the viewers, is the new channel refresh campaign created by Lowe Lintas that premieres this weekend, breaking first on its new live signing reality show for kids Love Me India at 9:00 PM on &TV.

Bringing alive the essence of the new channel thought of Hai Khaas Har Andaaz', &TV presents an exciting line-up of shows in the coming months, starting off with the recently launched Perfect Pati, two upcoming big-ticket properties and more in the offering.

Perfect Pati introduces Jaya Prada for the first time on television as Rajyashree Rathod. As a multifaceted, progressive woman and influencer in her society, and new age saas, she confronts a poignant question in her journey as a mother - will her perfect son be a perfect husband?

In non-fiction, &TV will launch a live kids' singing reality show, Love Me India. For the first time ever in the history of reality television in India, advanced technology will be used to empower the audience to have the highest voting power and viewers choose their favourite singer from the audition phase itself right until selecting the winner of show. It brings together three incredible musicians as judges - Guru Randhawa, Himesh Reshammiya and Neha Bhasin along with four supremely talented singers as zonal captains - Abhijeet Sawant, Anusha Mani, Bhoomi Trivedi and Navraj Hans.

Widening its bouquet of fiction offerings, the channel will present an epic fantasy with a unique andaaz Vikram Betaal Ki Rahasya Gaatha. One of its most ambitious projects, the show promises great grandeur, a visual extravaganza in a conceptually never-seen-before avatar. In a larger-than-life narrative of the captivating worlds of the courageous King Vikramaditya, wise Betaal, the show will bring back classic stories with a modern take, making it relevant to current times and portraying the universal tussle between good and evil. Upping the uniqueness is the introduction of the epitome of evil, Bhadrakaal - a television first.

Vishnu Shankar, Head, &TV said, "As society develops and people's ethos progress, we capture the change and reflect this sentiment in the entertainment we provide to our audience. Ever since its inception, we at &TV believe in psychographics, not demographics - targeting a contemporary blooming mindset. Our new brand campaign pays tribute to today's &dian. As we move forward, we will present Khaas stories and engage our viewers in our unique Andaaz, in line with the brand motto."

As &TV grows onwards and upwards, the channel identity will reflect in its content design and exciting line-up in the months to come, encouraging the audience to enjoy and appreciate &TV ka Hai Khaas Har Andaaz'.