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.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...