From television channels to mobile phones to print and outdoor, consumer brands seem to have exhausted all mediums to ride on the hype created around the new film Bunty and Babli. So how could in-theatre advertising be left out?
Interactive Television, one of the leading players in the movie marketing industry, has planned a series of exciting and fun-filled brand promotions for its client Cavin Kare for the brands Fairever and Nyle Shampoo. The promotion kicked off yesterday with the release of the film across 32 cinema halls - 16 in UP and the rest in Maharashtra. The promotion includes free sampling of both the products and a contest during the movie apart from presence on the screen
Said Ajay Mehta, Director, Interactive Television, "Earlier promotions were done in isolation of the movie but now people have started using movie-based promotions. This movie is targeting youngsters and as the target group of the brands is similar to that of the film, and thus it is an apt choice."
Starting June 3, 2005, Interactive Television is executing another promotion around the same film for the brand Veet in all leading cinema halls. "At the theatres, 50 per cent of audience is expected to be women and as Veet is targeting women in the age group of 18-35, so it is the best bet," said Mehta
It will again be a two-week promotion but restricted to weekends. The promotion is being planned across top 16 towns and will include airing of an ad film and sampling of the product.
He added, "Advertisers have started taking this medium seriously as it is able to deliver filtered audience. Research shows the increasing number of youngsters visiting movie halls today. Thus, for brands, especially youth brands, this medium gives value for money."