Sify Ltd has got the promotion for its interactive website Mumbailive.in rolling with an outdoor campaign hitting the roads from July 21, 2006. O&M is the agency handling the advertising for the Mumbai-centric website.
The campaign will run for 20 days and will have 25 hoardings and 15 bus packs promoting the interactive website, which will showcase Mumbai-centric video content created exclusively for an online audience, focussing on city news and events, entertainment, celebrities, lifestyle, commerce and politics.
Niyati Shah, Head-Sifymax, Interactive Services, Sify Ltd, said, “We have two partners for this promotion – Radio City and Cinemax multiplex. Besides, we have our own 256 ‘iWays’ across the city that will have Mumbailive.in posters. We also have tie-ups with Café Coffee Day and Zee Television. Mumbailive.in will also be promoted through Zee’s comedy show ‘Johny Ala Re’.”
Sifmax has also tied up with music company Sa Re Ga Ma, under which CDs of the latest music releases by the company will have Mumbailive.in CD inserts.
When asked abut the media spends, Shah said, “It is difficult to give out a figure since all the tie-ups with the different brands like Radio City, Zee, Cinemax, etc., are barter deals. So, we can say the investment has been minimum.”
Shah further said that below the line activities would start by July-end. Sifymax will have four mobile vans on the road running across the city with cameras aboard and promoting Mumbailive.in through different themes.
“It is the content that drives page views. So, we don’t expect the page views to double with the campaign, but it will surely create more awareness,” added Shah.