Ultra Media & Entertainment Group has launched its latest OTT platform, Ultra Play, a platform exclusively dedicated to classic Hindi films. With the tagline ‘Har Pal Filmy’, Ultra Play promises to take viewers on a nostalgic journey by offering a curated selection of iconic Bollywood movies. This platform caters not only to the older generation looking to relive cherished memories but also to a new audience eager to explore the golden era of Indian cinema.
Ultra Play OTT: A Unique Platform for Classic Hindi Cinema Lovers
Ultra Play stands out as India’s first Hindi-exclusive OTT platform. The content library spans over 2,000 iconic films, from the 1950s to the present. With genres ranging from blockbusters and hidden gems to cult classics, the platform celebrates the works of legendary filmmakers like Guru Dutt, Raj Kapoor, Subhash Ghai, and many more. The streaming service provides categories such as Evergreen 90s, Bollywood Jodi Classical Gems, and Top Retro Collections, ensuring there’s something for every fan of Bollywood’s rich cinematic history.
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The ‘Har Pal Filmy’ Campaign: Rekindling Bollywood’s Golden Era
To support the launch of Ultra Play, the platform has rolled out a vibrant new TVC (television commercial) capturing the essence of its tagline, ‘Har Pal Filmy’. The storyline revolves around a light-hearted matchmaking scene filled with references to iconic Bollywood movies such as Aradhana, Lawaaris, and 3 Idiots. The clever integration of the phrase ‘Shaadi Mein Zaroor Aana’ plays into the quirky nature of the campaign while showcasing Ultra Play as a brand that brings the magic of classic films to life. This 360-degree campaign is being amplified through various platforms, including TV, print, OOH, and social media.
Ultra Play’s Vision: A Tribute to the Legacy of Bollywood
Speaking about the platform’s vision, Sushilkumar Agrawal, CEO of Ultra Media & Entertainment Group, expressed his excitement:
“Ultra Play is our tribute to the timeless magic of Bollywood. We aim to revive these classic films, offering a wholesome entertainment experience that not only allows audiences to relive their cherished memories but also introduces a new generation to the legacy of Indian cinema.”
Ultra Play is positioned to unite families through its selection of yesteryear’s films, offering nostalgia for older viewers and a history lesson for younger audiences.
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The Launch of Ultra Gaane: A Musical Treat
In addition to Ultra Play, the group has introduced another OTT platform, Ultra Gaane, dedicated to celebrating the golden age of Hindi music. With over 4,000 classic tracks from the 1940s till today, it offers an audiovisual experience under the tagline ‘Dekh Ke Suno’, bringing the visual allure of vintage songs to modern viewers. The platform also supports new, independent artists to keep its content contemporary and vibrant.
Global Reach and the Future of Ultra Play
Ultra Media & Entertainment Group has long been at the forefront of India’s home entertainment industry. The group’s focus on digitization and restoration ensures that these cinematic gems are preserved for future generations. Rajat Agrawal, COO & Director of Ultra Media & Entertainment Group, highlighted the group’s ongoing mission, stating:
“Our focus on transforming content from VHS tapes to OTT platforms ensures that the magic of Indian cinema is available to audiences globally.”
The consumption of Indian content continues to rise across South Asia, the UK, the USA, and French-speaking Africa, and Ultra Play is poised to extend its global reach even further.
Affordable and Ad-Free: Ultra Play’s Subscription Model
Ultra Play is available for an annual subscription of just Rs 199 in India, with a dynamic pricing model for international viewers. Subscribers can enjoy ad-free access to the platform’s vast library of films and songs in high-quality formats, making it a must-have service for Bollywood enthusiasts.
Conclusion: Ultra Play OTT – ‘Har Pal Filmy’ campaign
Ultra Play’s launch is a celebration of the rich heritage of Hindi cinema. The platform combines nostalgia with modern technology, offering a seamless and immersive experience for viewers of all ages. Whether you’re reliving cherished moments or discovering classic films for the first time, Ultra Play promises to bring the magic of Bollywood straight to your screens.
