After a successful rebranding of Star Gold, the Hindi movie channel from the STAR stable and closely following the premiere of ‘Singham’, which garnered a TVR of 8.7, Metal Communications created much hype for the world TV premiere of ‘Ra.One’ on Star Gold on January 21, 2012.
The challenge was that much tougher, given the visibility and connect of the theatrical release. The campaign was a multi-pronged one, using outdoor, print, digital and connect activities with the media fraternity.
These apart, a ‘Ra.One’ Photo Mash up application on Facebook was utilised to sustain excitement over the movie’s television premiere.
Metal is an independent Mumbai-headquartered integrated marketing communications company, set up in December 2008. With offices in Mumbai and New Delhi, Metal has on its roster blue chip clients like Platinum Guild International, Reliance Mutual Fund, Web18, Sennheiser, Bajaj Capital, Zoom TV and Star CJ Alive, among others.