Zee Cinema, India's No. 1 Hindi movie channel aims to offer something special to its discerning viewers this Independence Day with the World Television Premier of the action-thriller movie Holiday: A Soldier is never off Duty'. This Friday, August 15, 2014 at 12 noon, Zee Cinema will air Akshay Kumar's latest blockbuster film which grossed the box office with approximately 145 crores globally. Having tasted box office success after long, this Akshay Kumar starrer promises to offer viewers an insight into the life of a soldier through an interesting plot, Zee Cinema recognized the threat that the country faces with Sleeper Cells' and hence chose the creative route of Freedom From Terrorism' to spread awareness to the common man.
For the World Television Premiere of Holiday, Zee Cinema has undertaken a robust 360 degree campaign across key HSM markets with the message of Aatankwaad se Aazadi' across press, television, digital, theatres, outdoor in Mumbai and Mumbai Airport. The presenting sponsor for this blockbuster is Vimal Pan Masala and it is powered by L'Oreal Paris Total Repair 5 and Mahindra.
Speaking on the occasion, Ruchir Tiwari, Deputy Business Head, Hindi Movie Channels, ZEEL stated, "At Zee Cinema, it has been our constant endeavour to provide our viewers with the best of movies and entertainment. We are confident that with our creative communication of Freedom From Terrorism', this film will be appreciated as much on television as during the theatrical release."
He further added: "The story of Holiday revolves around an Army officer who fights against terrorism and therefore premiering it on 15th August is perfect. What distinguishes this movie from the rest is its fresh take towards patriotism where the thrust is firmly on common man's duty towards his country and we are sure that this will resonate with the mass audiences."
The movie, Holiday, follows the life of Captain Virat (Akshay Kumar), an officer in DIA - a wing of the Indian Army who returns home to Mumbai for a holiday. Upon his arrival, not only does he fall in love with a feisty Saiba (Sonakshi Sinha), he also experiences a life-altering situation that calls for him to take charge of the country's security. While vacationing, Virat and his friend cum sub-inspector Mukund (Sumeet Raghavan) incidentally witness a bomb explosion only to realize that it was a part of a larger scam. A terrorist organization headed by an anonymous leader (Freddy Daruwala) is about to plant bombs across Mumbai with the help of 12 sleeper cells thus causing serial bomb blasts in the city. What is Virat's plan of action to protect the citizens of India?
Furthermore, Zee Cinema is also initiating a Twitter crusade with #ThankYouSoldier on August 14, 2014. As a part of this first-of-its-kind innovation Zee Cinema is celebrating this Independence Day by bringing together patrons from across the country for this honourable initiative. On Twitter, on August 14, Zee Cinema is privileged to have a former sailor from Indian Navy, Mr. Shailesh K Pandey, a courageous man who set off on a journey in search of the country's long forgotten freedom fighters, as a special guest on Zee Cinema's Twitter account to interact with viewers and fans.
All viewers have to do is log on to Twitter on August 14 from 7pm to 9pm on Zee Cinema's twitter handle - @zeecinema with the hashtag #ThankYouSoldier and interact with Mr. Shailesh. It is an opportunity for the common man to know and understand the life experiences of a soldier. With the support of the armed forces, Zee Cinema feels privileged and pays a tribute to all the soldiers safeguarding India despite the blistering heat, frosty cold or torrential rains.
So here is your chance to indulge in a true patriotic and entertaining experience, this Independence Day... Only on Zee Cinema!