Yash Raj Film’s Aurangzeb creates outdoor impressions in Dubai

The two-week campaign was executed by Right Angle Media, the Dubai-based subsidiary of Laqshya Group

e4m by exchange4media Staff
Updated: May 20, 2013 2:30 AM
Yash Raj Film’s Aurangzeb creates outdoor impressions in Dubai

Dubai and Bollywood have an unexplained bond, a love affair that is apparently getting closer day by day. Be it for shows, promotions, movie premieres or shootings, Bollywood (stars, starlets, filmmakers, designers, etc.) never seem to tire of Dubai.

The relation between the Arab audience and Indian cinema is historical. In the early 70s there weren’t as many expatriates; today, the base has grown much stronger. The Indian expatriate population in the UAE has always been a sizeable base for Bollywood. With its demographic diversity and a variety of nationalities, Dubai boasts of an ever expanding base of hardcore Bollywood followers.

Yash Raj Films (YRF) has taken Aurangzeb, its latest film to Bollywood’s second home i.e. Dubai where the movie released a day prior to the India launch.

Directed by Atul Sabharwal and produced by Aditya Chopra, Aurangzeb stars Arjun Kapoor in a double role, along with Prithviraj in lead roles. The film boasts of an ensemble star cast of Rishi Kapoor, Jackie Shroff, Sikandar Kher, Amrita Singh, Deepti Naval, Tanvi Azmi, Swara Bhaskar and also launches Sasha Aagha.

The campaign was executed by Right Angle Media, the Dubai-based subsidiary of Laqshya Group, an Indian origin company.

Aesthetically and beautifully designed air conditioned bus shelters were used to display the film’s release. Bus shelters located at landmark locations were selected for the movie promotion.

The two-week campaign started on May 5.

Commenting on the campaign, Nikhil Panchamiya, Chief Operating Officer, Right Angle Media said, “We are delighted to have India’s largest entertainment company, Yash Raj Films as a part of our portfolio. It is a great brand to be associated with, but more importantly, they are a great client to work with. This is yet another very important milestone in Right Angle Media’s ambitious growth plans.”

We are sure that our research-backed outdoor media solutions will drive a very impactful campaign for the clients we work with.

Adding further, Nelson D’Souza, Head of Operations, MENA stationed in Dubai said,
“Indian films normally don’t do publicity in the OOH space in Dubai. We experimented by using the air conditioned bus shelters and are extremely happy with the response that the campaign has generated. The shelters are on eye level and immediately attract the attention. This encourages us to do an even bigger campaign for forthcoming releases of YRF.” 

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