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.