Pix is leaving no stone unturned to promote the television premiere of the movie 'The Adventures of Tintin - The Secret of the Unicorn' on September 16, 2012. Directed by Steven Spielberg, the film is based on three of the original comic books: ‘The Secret of the Unicorn’, ‘Red Rackham's Treasure’ and ‘The Crab with the Golden Claws’ and has been titled ‘Movie of the Year’ by the channel.
According to Himmat Butalia, Marketing Head, Pix, the base of English movie channels has gone up in the one and a half years. Earlier, what used to be a niche genre, is now witnessing a viewership surge. With the increase in audience numbers, revenues are also on the rise leading to English movie channels acquiring a lot of big titles.
Pix has embarked on a 360 degree marketing campaign to create buzz around the movie premiere. Colgate has been roped in as the presenting sponsor, while Royale Emulsion, Axis Bank, LIC, HP, Londonderry and Myntra are the other sponsors on board. The movie is being promoted across all media platforms such as television, radio, print, digital, retail, outdoor, on ground activations as well as below the line activations.
Commenting on the aggressive marketing campaign, Butalia said, “Since ‘Tintin’ has been labeled ‘Movie of the Year’, the channel is undertaking a lot of activities on different media platforms in order to increase visibility, push the brand and connect with the audience on all counts.”
He further said that the channel is looking to attract two types of audiences. The first type is the older age group of 25-40 years who have grown up on ‘Tintin’, while the second age group consists of a younger audience and the kids below 25 years, who are not very familiar with the comic book hero. Through the promotions, the channel aims to reach across and connect to them and increase the popularity of ‘Tintin’ as well.
Though he declined to give an estimate of the marketing budget for the promotional activities, Butalia shared that the marketing budget has been decided based on the types of the activities that the channel plans to undertake, which would in turn effectively create a buzz around the movie and connect to the target audience. The majority of the marketing spends has been earmarked for on ground activities and digital initiatives.
As part of the on ground activities, the channel partnered with ‘Comicon-2012’, a comic festival held at Bangalore, which saw around 20,000-25,000 people from across the world come together and experience the world of ‘Tintin’. The people were exposed to various games, books and other activities having high engagement quotient. The channel also created various touch points in Mumbai and Delhi at Inorbit Mall and Nirmal Lifestyle for audience interaction.
In addition to these, Pix has organised an inter-college on-ground ‘Treasure Hunt’ activity in Mumbai, wherein 15 groups of students from about a dozen colleges will be taking part. These include Jai Hind College, HR College, KC College, St Xaviers College, Sydenham College, Wilson College, Sophia College, Elphiston College, Lala Lajpatrai College and Sir JJ College of Arts.
On the digital platform, the channel has introduced two ‘Tintin’ games for audience interactivity. For social media engagement, Yahoo, Google and YouTube have been used for advertising. A lot of print advertisements have been placed on other local animated comic books such as ‘Chhota Bheem’ and so on. An outdoor campaign has also been launched for 10 days across Mumbai, Delhi, Bangalore and Kolkata.