Max creates ‘Rowdy’ mania for television premiere

The channel has allocated 40% of mktg spends for print, 15% each for radio & TV, followed by digital, BTL & OOH

e4m by Synjini Nandi
Updated: Nov 2, 2012 8:23 PM
Max creates ‘Rowdy’ mania for television premiere

Major movie premieres on television are big ticket initiatives for channels today. Not only do they substantially raise TRPs, they also bring in big advertisers. The latest to join the bandwagon is ‘Rowdy Rathore’ which is soon to be premiered on Max on November 4, 2012.  

The channel has launched a 360-degree marketing campaign on different media platforms such as print, television, radio, and out of home. On-ground engagement is also tapped.

Commenting on the marketing initiatives, Gaurav Seth, Senior Vice President, Marketing and Communications, Max stated, “Television premieres are of high significance today since the theatrical release of a movie is more tilted to multiplex and single screen audiences in larger towns but the smaller towns are not as receptive due to the cost factor and the overall viewing experience. Television on the other hand has a high reach in terms of numbers and affordability.”

The channel has allocated around 40 per cent of the marketing spends on the print medium, which is the primary media platform that Max is focusing on. The channel has also earmarked 15 per cent on radio spots, 15 per cent on television, five per cent on digital initiatives and the rest on consumer engagement and out of home promotions.

Max has planned a seven-day campaign on television, a ten-day outdoor campaign in 30 cities across the states of Gujarat, Uttar Pradesh and Maharashtra, radio promotions in cities such as Mumbai and Delhi, and print promotions in all leading publications across India to create maximum reach. Max has created a web game on its Facebook page as well as launched several contests to engage all Rowdy Rathore and Akshay Kumar fans.

The channel has also planned an on-ground initiative on November 3, 2012 at Nirmal Lifestyle Mall in Mulund, Mumbai. Consumers will witness an act wherein an Akshay Kumar look alike will present himself in the Rowdy Rathore avatar and will be seen doing some stunts, performing on popular music tracks from the movie and delivering some famous dialogues in Rowdy style.

Seth believes that television premieres ensure a large target audience base which in turn leads to association with different brands. Samsung Galaxy Tab 2 is the presenting sponsor for the premiere and it is powered by Gillete Mach 3. The associating sponsors are Ambuja Cement, Brooke Bond Red Label, Sony Xperia, Easy & Natural, Chervolet Cruze, OCM suiting, Quikr, Suzuki Hayate, Canon, Airtel and Tata Motors.

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