It is a known fact that we Indians are crazy about movies and when it’s pouring Hollywood action and drama films on television, people love to get glued in front of their TV sets, sit back and enjoy. And with umpteen TV channels giving out the best of Hollywood films, there is one channel that has decided to break away from the regular path and give more than the best to the audience. Yes, we are talking about Sony PIX- the home of biggest blockbusters that is poised for a breakthrough with a double barreled initiative guaranteed to stem up the growth of the channel to greater heights. The new brand identity will be introduced in conjunction with the premiere of the last Bond flick Skyfall on 27 October 27 at 1 and 9 pm respectively exclusively on the channel. The premiere of the biggest Bond movie ever will be the platform when the channel showcases its refreshed brand identity featuring a new on-air look and the brand philosophy ‘Stay Amazed’ that correctly reflects its youthful and progressive approach to please audiences. Talking on the same Saurabh Yagnik, EVP and Business Head, Sony PIX states, “There has been a total clutter in the category with everyone speaking the same language of Hollywood and trying to establish their Hollywood credentials. ‘Stay Amazed’ is a brand promised by Sony PIX that will ensure that on Sony PIX whether television, social media or on-ground; the viewer will never have a dull and boring moment. It promises to always excite, entice and engage its viewers.” He also goes on to inform that on the social media front too one cannot differentiate content between one channel and the other. Sony PIX has innovated to differentiate by creating a unique character to represent PIX on social media, ‘Notty Pixy’ that is a Hollywood insider which provides latest Hollywood news and gossip with a bitchy and saucy twist. In November, there will also be a Notty Pixy slot on air which will be truly integrated with social media. 2013 has been a great year for Sony PIX with top rating premieres within the genre like Men in Black 3 and The Amazing Spider-Man. In its refreshed facade too, the channel is living the philosophy of ‘Stay Amazed’ with titles of the Spiderman, Shrek, Rocky and Bond franchise, The Hobbit, Iron Man 1& 2, Kung Fu Panda, Madagascar, Mission Impossible, After Earth, Elysium, Django Unchained providing the best viewing experience to younger audiences across the country. “The channel is on a strong growth path and is consistently operating in the top two brackets of the category. It has been our constant endeavour to innovate and differentiate our brand to bring in relevance to our viewers,” Saurabh adds. “In our new avatar too, we promise to continue this endeavour and give the audience a richer viewing experience through engaging content and campaigns. The revamped look propagates the brand philosophy of being fresh, innovative and progressive. Our content and branding will establish Sony PIX as the most exciting, fun and entertaining English movie channel,” he observes. A lot of marketing strategies have also been planned for this repositioning. The channel has always been amongst the front runners when it comes to promoting and marketing their premieres in an innovative way. And thus the premiere of Skyfall will see an innovative 360 degree promotional campaign that will again engage its viewers like never before. “The channel is gearing up for the ‘biggest secret mission ever’ on Facebook which will give a once in a lifetime opportunity to viewers to win a trip to ‘Bond in Motion’ exhibition in London. Bond in Motion is the largest official collection of original James Bond vehicles collected over the last 50 years,” informs Saurabh. The presenting sponsor for the Skyfall campaign is Snapdeal.com while it is powered by sponsors Dell and Engage Deos. Other sponsors include Toyota, Lombard suiting, Whirlpool, We Chat amongst many others. Well, let’s see how this new breakthrough proves to be for the channel. But with some great line-ups of premieres in store, we believe the channel will reach greater heights.