Steven Spielberg’s ‘The Adventures of Tintin: The Secret of the Unicorn’ is all set to hit the Indian television screen this weekend. The movie will be premiered on Sony Pix on September 16. An aggressive outdoor marketing campaign has been undertaken by the channel to promote this much-loved movie.
Commenting on the campaign initiative, Himmat Butalia, Marketing Head, Sony Pix said, “In tune with the popularity of Tintin and the film in India, we have designed a 360-degree campaign of which outdoor play a very important role to connect with audiences and garner maximum eye balls for the television premiere. We have created the right balance to not only maintain quantity but also quality of messaging through OOH. The outdoor creatives have been kept simple with key messages such as adventure, courage and mystery.”
Apart from hoardings, the channel has taken up bus panels and bus shelters in key markets and Metro station branding in Delhi. As a part of the below the line campaign, the channel has tied up with major malls and upped its presence in retail stores such as Spencers and Crossword across the country. In addition to presence at these stores, the channel has also initiated two unique on-ground activities for this film – at Comic Con 2012 in Bangalore and an inter-college treasure hunt in tune with the theme of the film.
“Comic Con has been a great success in directly creating touch-points with fans of Tintin as well as young movie buffs. The inter-college treasure hunt will be held this week in Mumbai with over a dozen colleges participating. This initiative is a first-of-its-kind in not just connecting with younger audiences but also creating an extension of the premise of ‘The Adventures of Tintin – The Secret of the Unicorn’”, added Butalia.