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Viacom18 appoints Ignitee as digital marketing agency

11-March-2011
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Viacom18 appoints Ignitee as digital marketing agency

Viacom18 Motion Pictures has signed up Ignitee Digital Solutions to handle the digital marketing of its movies, starting with ‘Tanu Weds Manu’. The agency has leveraged social media like Facebook to market the movie.

Ignitee Digital Solutions managed activities on social media platforms, including Facebook, Twitter and YouTube, to promote the movie. Website development was also a part of Ignitee’s services.

The fan page for ‘Tanu Weds Manu’ has over 80,000 fans, and according to Ignitee, there were over 30,000 visits on the website in two weeks.

Rudrarup Dutta, Head - Marketing and Audience Strategy, Viacom 18 Motion Pictures, said, “Digital marketing and social networking is fast becoming a key tool in the marketing mix for motion pictures. Hence, we wanted to optimise and explore this platform to promote our movies. Ignitee Digital Solutions has a legacy of handling leading entertainment companies. This made it easier for us to narrow down on our choice for our latest movie, ‘Tanu Weds Manu’.”

Shankar B, COO, Ignitee Digital Solutions, said, “Ignitee seems to be on a roll when it comes to the entertainment sector. After working with Balaji Motion Pictures and Warner Bros, Ignitee has now signed a multi-film annual deal with Viacom 18 Motion Pictures. The deal would encompass the digital marketing initiatives that Viacom 18 Motion Pictures would do on the digital landscape. The first project is already underway with the promotion of the film ‘Tanu Weds Manu’.”

Gautamm Mehra, Business Head and Chief SocioSearch Architect, Ignitee, said, “This partnership is a clear sign that digital is now a mainstream medium when it comes to film marketing. We are extremely excited to work with the large number of projects with Viacom 18 Motion Pictures, as each of the projects offers a different and interesting creative approach. ‘Tanu Weds Manu’ is already in full swing with the page crossing over 50,000 fans as we speak.”
 

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