Not everyone watches movies in cinema halls; over 5.6 million Indian subscribers enjoy the magic of movies on their phone by downloading paid cinema entertainment with original movie content, dialogues, storyline and song clips through ‘Video Talkies’. Maxus has harnessed these highly engaged users for Seagram’s Imperial Blue by tying up with most leading operators such as Airtel, Tata Docomo and Uninor to launch Seagram’s Imperial Blue Superhits Movie.
Imperial Blue required Maxus to take its brand to newer audience and innovate beyond the traditional screens available for targeting and reiterating its brand proposition ‘Men will be Men’. Video Talkies is a property where users can watch abridged versions of full length movies, reduced to 15 minutes with the essence of the story and best dialogues kept intact.
Elaborating on this initiative of bringing shortened movies on a mobile platform, Bikram Basu, Vice President Marketing, Pernod Ricard India said, “This is a perfect integration on the mobile platform for the audience of Imperial Blue with a series of short format movies in Hindi and other regional languages. The movies chosen are popular blockbusters as well as those which amplify the brand proposition of ‘Men will be Men’.
Users subscribe to a monthly pack of four movies for Rs 30. Once the user downloads the movie, he gets a message from the operator ‘Thank you for downloading Imperial Blue Superhits Movie Pack’ which acts as a reminder and reinforces the brand association. In the same message the user gets a chance to win his next pack free for a month by taking part in the Imperial Blue contest.
Commenting on the campaign strategy, Unny Radhakrishnan, Digital Head (South Asia), Maxus India said, “Content is increasingly becoming a key enabler in media and marketing. Brands either create content or ride on existing content. Here it is even more interesting because we are driving on the new consumer behaviour of consuming content on their mobile devices, on the fly.”
The brand commercial integrated with the movie clip enables multiple exposure and brings down the effective cost per impression.