Top Story


Home >> Marketing >> Article

Media innovation brings audience closer to Close Up

Font Size   16
Media innovation brings audience closer to Close Up

The recent media innovation by Close Up touches the pulse of its target audience- the young couples. And cinema halls are what bring Close-up and its target audience closer. The idea is to play Cupid to young couples and to execute the same, Close Up has arranged for cinema halls to have a separate corner where couples can be seated together without an armrest in between.

Says, Sandip Tarkas, GM-MindShare Fulcrum, “Close up is about togetherness and closeness and by this media innovation we are trying to emphasize this.” The innovation is not only a branding exercise for Close Up, but is also a step towards making the couples sit comfortably and not worry about prying eyes.

Agrees Tarkas, “It gets the consumer to participate with the brand. The consumers will experience the brand and will remember it for long”.

At the moment this initiative is limited to Mumbai’s three up-market cinemas only, but both the agency and the client, are looking forward to expand this initiative to other places also. Says Tarkas, “We are looking to extend this idea to other metros like Delhi, Bangalore, Chennai and Kolkatta etc. And we hope to do this by the end of this year.”

Close Up’s taken a step ahead to strengthen the brand image in a diverse way in today’s cluttered media environment.


In this week's chillout, Gupta shares her weekend routine that not only helps her deal with the high stress of corporate life but also allows her to create some cherished memories. Read on…

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

Nikhil Kumar will report to Paritosh Srivastava, COO, Publicis India

On the back of resounding success of its maiden work for Motilal Oswal, Mullen Lintas has introduced a sequel in different settings; again, reinforcing the image of Motilal Oswal as ‘Experts in Equity...

Sony Ten 1 took over Star Sports 1 Hindi to lead the sports genre with three of its properties making it to the Top 5 Programs for BARC Week 46