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Lemon Communications propels new Inox towards a smooth launch

Lemon Communications propels new Inox towards a smooth launch

Author | Anushree Madan Mohan | Friday, Oct 29,2004 8:03 AM

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Lemon Communications propels new Inox towards a smooth launch

Contrary to certain news reports earlier about RMG David handling the Inox portfolio, the later has been in Lemon‘s custody since its inception in 2001. While the agency handles the complete responsibility for the strategic and creative development of brand communication, it also focuses on opportunities beyond conventional advertising within each property on account of it being an experiential brand.

And now for some basic facts about the Inox brand. Inox Leisure Ltd has committed itself to managing or constructing approximately 15 complexes across India. The mission is to be the leader in the cinema exhibition industry, in every aspect right from the quality and choice of cinema to the varied services offered and eventually the highest market share. Backed by an initial investment of Rs. 175 crores spread across nine properties slated to launch between 2002 – 2005, INOX is already successfully running its multiplexes at Pune (Bund Garden Road), Vadodara (Racecourse Circuit Road) and at Kolkata (FORUM, Elgin Road).

The latest in the platter of offerings is the new Inox multiplex in Mumbai at Nariman Point, at the CR-2 Mall - opposite Bajaj Bhavan. The multiplex is state of the art in terms of technology and comfort. Add to this the convenience of 5 floor parking within the building. The launch is slated for early November this year. The campaign that has been launched for the launch of Inox Mumbai aims at show casing this flagship property and positioning it in the hearts and minds of Mumbaikars as Mumbai's finest muliplex.

Says Vinay Vinayak, Business Development Manager, Lemon Communications, “We have gone beyond conventional advertising, for each property pertaining to Inox. The cinema goers attribute a lot of importance to food as part of the entire movie experience; hence we decided to create a compelling brand promise for the cafeteria as well. Hence, the cafeteria was conceptualized as a pit-stop and we called it Refuel. The identity that we developed drew inspiration from automobiles and Formula One. For their new Mumbai property at Nariman Point, we conceptualized a 60 foot high signage with a dynamic 3D component to, overlooking Mantralaya. Execution of the signage also took some doing as it involved getting multiple associates to work in cohesion and complete synchronization. However, the signage is now up - and Nariman Point has a new landmark in Inox.”

Vinayak adds, “You realize you can't get any better with a multiplex when you examine the Inox condition from all angles - technology, comfort, location... Hence the campaign we have developed for the launch of Inox Mumbai, aims at show casing this flagship property and positioning it in the hearts and minds of Mumbaikars as Mumbai's finest muliplex.”

Of course Lemon’s mandate would increase with time since South Mumbai is more than a prominent destination on the multiplex map and with the various players on the scene, the stakes are set to get a lot higher. While Lemon’s first assignment on the brand was developing its logo and corporate identity, in time, it has assumed a role that’s far more wide stretched than that. With further investment of Rs. 150 crores, INOX will continue its expansion into Chennai, Hyderabad, Allahabad and Noida thus establishing a national presence. Also, looking at Inox’s firm plans of expansion, the creative inputs would have to be in tandem with the same.

INOX has established a strong presence in the cinema exhibition industry in the short span of three years. All INOX complexes offer an option of 3-5 auditoriums, state of the art facilities in terms of modern projection and acoustic systems, THX certified or compliant auditoriums, stadium style high back seating with cup holder arm-rests, internationally designed interiors, high levels of hygiene, varied theatre food, selection of Hindi, English and regional movies, computerized ticketing and most importantly high service standards led by a young and vibrant team.

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