BigFlix, part of the Reliance ADA Group, has launched a multi-layered mass media campaign titled ‘Ab Aam Zindagi Ban Jaye Filmy’ for its video rental business in the domestic market. First in line is a TV campaign that broke during the ongoing IPL Tournament on SET Max and other channels. This will be supported by online, hoardings, radio and print campaigns in the coming days.
Elaborating on the campaign, Kamal Gianchandani, COO, Big Flix, said, “The objective is to communicate to the masses that there is a very convenient way of watching movies anytime, anywhere, and create a strong association between movies the masses would like to watch. BigFlix would make them available at their doorsteps.”
The TVC is a take on popular films such as ‘Om Shanti Om’, ‘Saawariya’ and ‘The Matrix’, with a promise to inspire and change one’s daily routine life. The campaign uses humour to parody scenes and visuals that movie fans have seen time and time again.
Commenting on the objective of the campaign, Gianchandani said, “We are very excited about launching our marketing campaign. The ‘Ab Aam Zindagi Ban Jaye Filmy’ ads are designed to remind people about their fundamental love of movies and to create a strong association between BigFlix and the movies they like to watch.”
“Our fundamental goal is to tell consumers that there is a better way to watch movies, and I think the ad does justice to this goal. The theme of the campaign is to create an emotional connect with the masses with regards to our services and unlimited access to movies across all rental plans, today’s favourite choice of entertainment at very affordable price plans,” Gianchandani explained.
When asked about the ad spend, he replied, “Significant investments have been made to build the entire brand across all major media vehicles, which include heavy spends on spots across IPL matches till the finals.”
He further said, “We are also doing bus backs, screening across all major multiplexes, bus shelters and mobile vans. The television campaign will run pan India, whereas mediums like radio, print and other mediums would be targeted largely across 10 major cities.”
Speaking on the marketing strategy, Gianchandani said, “We launched our media campaign across various media vehicles – namely television, online, radio, print and other mediums keeping in mind the target audience we need to reach and cater to. The TV campaign is purely targeted to the male category, whereas radio and print are targeted towards the masses at large, and lastly, the online medium caters to all netizens, with the target audience in the 15- 35 age group.”