MAX uses series of innovations to promote world TV premiere of 'Aashiqui 2'
The 360 degree marketing campaign launched across Television, Print, Outdoor, Digital, DTH and Cinema
BestMediaInfo Bureau | Delhi | July 24, 2013
Aashiqui 2 Rotator at Mahim
MAX, the Premium Hindi movie channel, is all set for double world television premiere of this year's hit melodious love story Aashiqui 2 starring Aditya Roy Kapoor and Shraddha Kapoor on July 28 at 1 PM and 8 PM. Known for deploying innovative marketing strategies for all their blockbuster premiers, the channel is engaging in a 360 degree marketing campaign. The campaign entails the use of various tools like Television, Print, Outdoor, Digital, DTH and Cinema.
Speaking to BestMediaInfo.com, Vaishali Sharma, Head of Marketing, MAX, said, "The film is known for the element of romance and outstanding music and you can see all those elements as the theme of our high octane campaign which uses various innovations on every medium."
“The innovations we are doing and the way we have used every medium to promote the world television premiere of Aashiqui 2 is very striking and people are noticing and talking about it. Our approach is to use every medium very effectively and strategically and we have used innovation to maximise the potential of every medium,” added Sharma.
The outdoor campaign has been rolled out across Mumbai and Delhi markets while the channel will use the print medium across Hindi speaking markets on the day of the premiere. All leading newspaper publications across Hindi speaking markets will carry the ads announcing the premiere of Aashiqui 2 including some English dailies in Delhi and Mumbai.
Storyboard Brandcom has conceptualised and executed the outdoor innovation while the creative has been done by JWT.
The channel used the very iconic moments from the film and use innovations around that theme. For an example, larger than life cut out displaying the poster of the movie has been installed on a rotator in the city of Mumbai. Mumbaikars will get to see the iconic pose of Aditya Roy Kapoor and Shraddha Kapoor recreated at various public locations like Bandstand, Carter Road and Marine Drive. The rotating cut out of the main protagonists of the film under the jacket is installed at key locations in Mumbai. The moment will also be recreated with models as mannequins at Bandstand and Marine Drive in Mumbai one day before the film.
To attract young audience outside colleges, the channel has installed big hoardings covered with roses and is encouraging people to come and pick the roses and gift it to their loved ones. And as the roses get picked one by one from the hoarding, it slowly reveals the whole poster of the film. The channel has also kept a couple of vouchers with roses for lucky people giving them an opportunity to take their loved ones to a couple dinner.
Using the strength of the film's music, the channel has picked some of the bus shelters to turn them as musical bus shelters where commuters are enjoying the music of the film.
Digital and online campaigns have created a lot of buzz during the last one week. Using digital medium, the channel has focused on highly engaging activities with the target audiences. The digital campaign has been rolled out by Hungama Digital Services.
MAX's Facebook page has a daily love tip for all its followers where fans get advice on their love life. It has created a special 'Aashiqui 2 Lovemeter' which calculates the love quotient between you and your partner.
The channel has also designed an exciting contest called 'Aashiqui 2 Moments Contest' where their Facebook fans can upload their best romantic pictures. Shortlisted pictures will be showcased in the end credits of the premiere.
MAX has planned to greet Youtube viewers with Aashiqui 2 roadblock videos on July 26.
The channel will also launch an online contest where audiences would be asked questions related to the movie. Lucky winners will get a once in a lifetime opportunity to meet Aditya Roy Kapoor and Shraddha Kapoor.
“For the promos running across television and cinema halls, we decided to go beyond the conventional way. The film stars have shot exclusively inviting people to watch the television premiere,” added Sharma.
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