With films forming a major diet of Indian viewers, television channels are promoting them in a big way. The latest to create a buzz about a to-be-aired movie is Zee Cinema, which has tied up with Media2win for the Akshay Kumar-Kareena Kapoor-Priyanka Chopra starrer ‘Aitraaz’. The movie will be aired on the channel on October 30.
Media2win has created a website (www.secret-seduction.com), which is in perfect sync with the theme of the movie. This is the first time that a unique URL has been created for the TV premier of a movie.
Krishna Kumar, CEO, Media2win, said, “This is one more innovative online solution from our stable. For the first time, a viral site has been created for a movie promotion. Creative viral properties have always delivered and we are confident that the ‘Aitraaz’ campaign will be a success.”
The unique online campaign is promoted through sites like Rediff and Yahoo and has been on since October 25. As the name suggests, the site gives young netizens the chance to play pranks with their friends or colleagues by sending them a seductive messages, which gels well with the theme of the movie.
The interactive campaign has got varying levels of seductiveness to choose from and the sender can choose an e-mail declaring their feelings and send it to anyone they wish to. Once the receiver sees the message he/she can go to the site to guess the identity of the sender.
Commenting on this unique promotion, Venugopal Iyengar, Deputy Vice-President, Marketing, Zee Cinema, said, “We have always believed in the viral concept as a great way of involving the online audience. Media2win brought the idea alive with their creative execution. This also ties in with the unique break content, which the audience will see during the movie this Sunday.”