MUMBAI: Moving away from the traditional ad spots during programming, Zee Cinema has inked a long-term contract with Rubicon in the UK and will create exclusive properties suiting the client's requirements.

The first property under Zee Cinema’s special sponsorship package for the brand will be called ‘Rubicon Amitabh Special’ and will showcase blockbuster movies starring the living legend Amitabh Bachchan once every month.

The second property named ‘Rubicon Family Movie Nights’ will be a bi-weekly property showcasing yesteryear classics and latest superhits on Wednesdays and Sundays respectively. Rubicon will get exclusive sponsorship for these properties.

Zee Network head of sales Vasdev Tuli said, “This is the very first time Zee Cinema has created a bespoke partnership like this. We're really excited about our partnership with Rubicon, a brand with such a great profile with our viewers.”

AG Barr head of marketing Adrian Troy added, “Rubicon has been a favourite amongst South Asian families for over 30 years. This partnership does more that target family moments, it helps Asian mums create those moments too.”

OMG Ethnic director Debarshi Pandit said, “We wanted this partnership's aim to not just associate Rubicon with family moments, but actively bring the family together while watching their favourite films on Zee Cinema.”