Thanks to DIRECTV’s STAR India Plus channel, the new season of KBC with Shah Rukh Khan is on air at the US too. DIRECTV’s South Asian advertising agency Elephant Advertising has released a media advertising blitz across print, television, direct mail, and out-of-home mediums to promote KBC-SRK (the Indian version of ‘Who Wants to be a Millionaire?’). Now, SRK’s dimpled smile can be seen at New Jersey Turnpike, Metropark Station as well as Oak Tree Road in the US.
Nayan Padrai, President of CineMaya Media Group, the parent company of Elephant Advertising, said, “The magnetic power of Shah Rukh’s smile touches the hearts of a billion people. It’s no secret that SRK has such a huge fan following in the NRI market. It’s not everyday that you drive down the street to see a face from the silver screen smiling down at you. We hope that every NRI fan who sees this campaign will feel a little closer to home.”
Padrai further said, “DIRECTV has been a big proponent of the strategy that we live in a world that is assimilated and without borders, therefore, marketing efforts should touch consumers not only through traditional South Asian media, but through touch points of their daily lives.”
Sunil Hali, Chairman of CineMaya Media Group, said, “Shah Rukh Khan’s fan following extends way beyond South Asians. We felt that it was important to create the awareness of KBC amongst all his fans from different parts of the world. By reaching them through the OOH medium, we have created tremendous word-of-mouth. One visit to MetroPark, one of the busiest train stations in New Jersey, located centrally in the largest South Asian community in the country, and you would think you are seeing double. No commuter can miss the high-impact bulletins on every stairway.”
The KBC OOH campaign can be seen from the Lincoln Tunnel to New Jersey, the New Jersey Turnpike to MetroPark, or around Oak Tree Road, besides major Indian newspapers, or on free-to-air Indian television shows across the country.