PIX, the English movie channel from Sony Entertainment Television (SET India) stable has completed a year and has launched a campaign to celebrate its anniversary. Outdoor and radio are the main medium of this campaign. The creative message of the campaign revolves around the channel’s philosophy of airing only handpicked movies. The campaign will be executed across Mumbai, Delhi, Chennai and Hyderabad.
An official communiqué stated: “The main idea behind the outdoor campaign is to create a direct association with the brand. Instead of promoting individual films, it will reflect the dramatic and stylish qualities of PIX with the help of the caricatures of Hollywood personalities.”
The radio spot too is designed to reiterate the brand message by incorporating the signature PIX tune. A company spokesperson said, “PIX is all about a good story that is told well. We are clear that we are a channel that tells good stories and that is what we have done through the year which has reflected in our performance as well.”
The creative will use caricatures of Hollywood personalities. For example, a creative with a caricature of Angelina Jolie will read ‘Read my lips… Keep watching PIX’ or the creative with Will Smith will read ‘WILL watch PIX’.