Shemaroo takes guerrilla marketing route on OOH to reach out to audiences

Shemaroo has contextualised its marketing efforts with Society Tea by asking viewers to enjoy masala tea while watching ‘masaledar’ movies on its OTT app

e4m by Anjali Thakur
Updated: Sep 6, 2019 5:56 PM

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Shemaroo OOH

Shemaroo is upping their Out-of-Home game by pulling off tactical branding to reach out to their target group with OOH. Shemaroo’s OTT platform has collaborated with Society Tea for their latest campaign which is grabbing eyeballs in Mumbai.

"This campaign is to create brand saliency and for the young savvy social media consumers," says Rahul Mishra, Head of Marketing & Communications, Shemaroo.

Shemaroo has done guerrila marketing for this one. When asked about the idea behind the campaign, Mishra said, “Guerrilla marketing has been known to boost up the visibility for brands for ages now, and many brands have made this their main form of communication. To stay relevant and create conversations that are in line with the communication objective of the brand, Shemaroo Entertainment recently tagged along with Society Tea, which launched a high decibel campaign with a proposition ‘Masala Nahi toh Maza Nahi’ to promote its masala tea variant.”

Mishra adds as a brand Shemaroo stands for “Masaledaar Indian entertainment. Hence, we decided to contextualize our marketing efforts with SocietyTea by asking viewers to enjoy masala tea while they watch ‘masaledar’ movie on ShemarooMe, our OTT app, with the tagline ‘To Masala Chai ke Saath Ek Masala Movie Ho Jaye’.”

The brand will be creating conversations on their social media handles and will drive relevant discussions around it. When asked about the ROI they are looking for through this campaign, Mishra said that their agenda was to drive more conversation around ‘masaledaar’ content. “We will be looking at increasing the consumer base for ShemarooMe,” he said.

Speaking about the collaboration, Karan Shah, Director, Society Tea, said, “New age marketing and brand association work better than direct advertisements. They not only help us in approaching our target audiences but it also works well in effectively engaging and communicating thoughts. Unconventional marketing enables higher impact with feasible budgets and that tactic works best for our kind of brand which actually associates with every household.”  

 

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