Madhouse, a Delhi-based media and entertainment company into movie rental service is quite upbeat about 2007. The company has embarked on an aggressive advertising campaign involving print campaigns, below the line and above the line activities for the year to create awareness for the brand.
Sameer Guglani, Co-founder and CEO of Madhouse, said, “Madhouse currently serves customers in Delhi, NCR, Chandigarh, Panchkula and Mohali regions. We have plans to do a national rollout in the next two years. Our company is currently working on some key business alliances to serve the customers better.”
He further said, “We are making our site more user-friendly. We are going to sponsor banners on Rediff.com.”
Speaking on the advertising plans, Nandini Hirianniah, Chief Product Officer and Co-founder, Madhouse, said, “We are doing print advertisements in Hindustan Times Chandigarh edition on the movie listing page every Friday. We are also distributing pamphlets door-to-door in Chandigarh. We have just launched our service in East Delhi and will be launching our service in South Delhi in a week’s time.”
She added, “We have started a promotional desk in apartments in Delhi and NCR. We are putting up banners in malls, for instance the Pacific Mall in East Delhi, Ansal Plaza and Wave Cinemas in Noida. We have also put up banners at the SRS Mall and Crowne Plaza in Faridabad. We are also doing email campaigns, mailers, etc.”
Regarding outdoor ads, Hirianniah said, “In such a specialised service like ours it doesn’t make sense for us to do any outdoor ads. We don’t have any ad agency who handles the creative duties. It’s all done in-house. We have tie-ups with Movie Point and they are more like our partners. They help us with supplying of movies, delivery and pick-up.”
Madhouse, which was founded in December 2004, claims to be the first Indian company to offer movie rental service accessible via a multi-channel model in which customers can interact through the Internet, SMS, phone and specially set up kiosks.