UTV Motion Pictures assigns digital duties to Media2win

Media2win will be responsible for digital marketing initiatives for UTV Motion Pictures, including digital media planning and search, among others.

e4m by Arwa Sultanali
Updated: Dec 20, 2011 8:39 AM
UTV Motion Pictures assigns digital duties to Media2win

Media2win has bagged the digital business of UTV Motion Pictures following a multi-agency pitch. Media2win will be responsible for the digital marketing initiatives encompassing creative ideas, social media, digital media planning & buying, search, mobile and other innovative solutions for UTV Motion Pictures, a leading movie production house in the country.

Commenting on the win, Namrata Balwani, COO, Media2win, said, “We look forward to doing some great work with a team that has produced out some of the finest movies in the last few years.”

Stating that the digital space was one of the most important mediums to market movies today, Balwani added, “We are a nation obsessed with movies and we share movie content on digital regardless of whether there is an orchestrated marketing campaign for a movie. This is the right time for films to leverage the medium with a well planned campaign.”

Agreeing with this, Shikha Kapur, Senior VP - Marketing, UTV Motion Pictures, said, “The interactivity that the digital medium offers is a superb opportunity for us to engage our audience from the very beginning of a film campaign.”

On choosing Media2win, Kapur said that the agency had impressed them with their analytical approach to the movies business. “What clinched the deal for Media2win was that this analysis didn’t compromise the creativity that our product requires, especially in the dynamic nature of the digital domain. Together, we are looking forward to weaving the UTV Motion Pictures magic across digital platforms,” she added.

When asked about their approach while working for UTV Motion Pictures, Media2win’s Balwani replied, “It’s about finding the right balance between creating engaging content and doing so quickly, catching on to the current trends. However, every movie would have a distinct strategy as it depends on what the movie is about.”

Media2win works with several leading brands in the country like Tata Sky, Max New York Life Insurance, Bajaj Auto, Microsoft, Karnataka Tourism, Epson and Biba, to name a few.

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