Aamir Khan has delivered yet another hit with his ‘3 Idiots’. Times OOH has conceptualised a campaign involving the movie for Reliance Life Insurance, which can currently be seen on Patel Bridge in Mumbai.
Elaborating on the campaign, Sunder Hemrajani, Managing Director, Times Innovative Media Ltd, said, “‘Jab Reliance Life Insurance hain saath, all is well’ – this is the message behind the campaign. We are doing this innovative campaign by leveraging the movie ‘3 Idiots’ and it forms the core proposition for the insurance brand.”
He further said, “It’s a week-long campaign and for the first time a movie-led promotion can be seen on Patel Bridge. The reason we have used Patel Bridge is because it is the best media vehicle that competes with print and non-print vehicles and generates high awareness. Mostly clients use Patel Bridge to advertise new programme launches and IPO launches.”