Media2win, the online media planning and buying venture of contests2win group, has tied up with Zee Cinema to promote its forthcoming movies starting with Mujhse Shaadi Karogi.
The premiere of the movie is on February 27. The promotion is being carried out through rich interactive banners on Yahoo mail, Yahoo home page and MSN Messenger. The banners are expected to create awareness about the film through a high impact campaign. It will ask the consumer a simple question pertaining to the movie and the winners can win diamond rings. "The basic aim of the initiative is to get as many people to watch the movie," said Krishna Kumar, CEO, Media2win.
"This is one of a kind promotion of a Hindi movie TV premiere on the Internet. We are delivering an interactive proposition by way of a contest supported by rich media banners. The ambience of the product and the movie blends perfectly to give best results," he added.
Prakash Ramchandani, Assistant VP - Marketing, Zee Cinema, said, "As part of our initiative to promote Mujhse Shaadi Karogi, we have innovatively used the online medium. A growing number of urban consumers access popular sites like MSN and Yahoo. Media2win partnered with us to create some interactive creatives, which are sure to stand out. They also enabled interactivity through the creation of a contest and an SMS reminder for the viewers. We already have campaigns running for print, TV and outdoors and this is an extension to it."
"Zee Cinema has already had a month long on-air 'Propose to Priyanka' contest involving the common man wooing Priyanka Chopra which will be showcased along with the airing of the film. The Internet contest complements the 'Propose to Priyanka' extravaganza. Being a youthful and peppy film, Internet has been recommended to maximise the youth appeal of the film and to drive fun and excitement around the central theme of the film. Internet penetration is growing and it is important to involve the users through interactivity as it is unique to this medium," said Vanita Keswani, Media Director, Madison.