MUMBAI: It is the world television premier of one of
the biggest blockbusters and Set Max is doing it in
style. Sony Entertainment Television network that had
recently added a horde of movies to its library has
been going gung-ho with its marketing for the world
television premier of Aashiqui 2. The musical
blockbuster premieres for the first time on the movie
channel on 28 July.
actors have been roped in to promote the premiere
on various platforms including a few channels and
the digital space
We have retained the essence of the movie, which
is romance and music, while marketing it to our audiences.
Through the marketing initiatives undertaken, we are
trying to recreate and refresh the blockbuster movie
amongst the viewers, informs Multi Screen Media
head of marketing Vaishali Sharma.
The marketing plan which spans over 15 days prior to
the telecast and covers Mumbai and Delhi captures the
mood of the movie, using different mediums. The lead
actors of the movie Aditya Roy Kapoor and Shraddha Kapoor
have been roped in to shoot promos for on-air contests,
digital contests, YouTube promos, on-air-main-day date-time-and-coming-soon
promos as well as three contest questions and winner
announcement bytes that will play during the movie.
The actors have also posed for Facebook love top stills.
The actors are personally inviting people to
see the movie on Max and also to take part in the digital
contests. We have also used them to motivate people
to send their Aashiqui photos and moments,
adds Sharma. The best photo amongst the lot will feature
on the channel on the movie's telecast date.
The musical blockbuster raked in the moolah (Rs 78.3
crore) at the box office in the domestic market. The
channel has built its marketing campaign around the
hype and response the movie had received during its
release. Set Max has created one promo each for broadcast
channels, YouTube channel, Facebook and the on-air contest.
Special promos of the movie were also shot and screened
during the screening of Bhaag Milkha Bhaag and
Ramaiya Vastavaiya in both multiplexes and single
screen theatres across Mumbai.
engage its 1.2 mn fanbase on Facebook, the channel
has launched an Aashiqui 2 LoveMeter application
It is a youth centric movie. Though strategically
we are reaching out to the larger audience base, we
have innovatively also reached out to the youth through
our innovative marketing strategy, she adds.
Set Max has also taken television slots in various
youth centric music channels. To attract the young
audiences, we will also have a contest which will run
during the movie, the winner of the contest will get
a chance to go on a dinner date with the lead actors,
On the OOH platform, executed by Storyboard Brandcom
, the channel has built its marketing strategy on the
theme romance. We realised that the
music of the film was a big hit. With this in mind,
around ten bus shelters across Mumbai are planned to
be converted to musical bus stands, playing Aashiqui
2 music to attract audiences. The activity will
be done three to four days prior to the telecast date,
For on-ground promotions, the team will hold activities
like Give a rose to person you love outside
National College in Bandra, Mumbai. While the dry run
of the activity was held on 22 July, the final activity
will be organised a day before the telecast of the movie.
A big poster of the movie, all covered with roses
will be set up outside the college. Youngsters will
be asked to stand next to the poster and pluck a rose
from the poster and give it to their loved ones. There
will be few secret roses which will have dinner vouchers
for those participating in the activity, reveals
an effort to promote the premiere, a 360 degree
campaign is being carried out in Mumbai and Delhi
The channel wants to re-create the buzz around the
movie and with this in mind it will also have models
posing as mannequins on Saturday at Bandstand, in Mumbai.
Models will hold placards about the movie and
depict the signature pose of the lead pair from Aashiqui
2. This is being done a day prior to the telecast
to attract more people to Set Max on Sunday, she
The Facebook page of Set Max which has 1.2 million
followers started daily love tip for its followers,
through which fans will be advised on their love life.
Also a special Aashiqui 2 Lovemeter
has been created that calculates the love quotient between
The lead actors of Lootera- Ranveer Singh and
Sonakshi Sinha were also roped in to promote Aashiqui
2. The theme for the movies aired this month
was Ishq wala July. And Lootera, a romantic
movie was also released this month.
The channel has a host of advertisers lined up for
the telecast of the movie. Line (Android, iOS App) is
the presenting sponsor for the movie, while Oral B is
the powered by sponsor. The associate sponsors are Aquaguard,
Cucumber, Cadbury Dairy Milk Silk, Godrej No.1, Videocon,
Red Chief Shoes and Relispray Nitron.
Ask why after so many world television premiers aired
earlier on the channel, Set Max is going gung-ho on
the promotional activity: answers Sharma, We saw
a great potential in this film. It was a blockbuster
and hence, gave us the opportunity to scale up marketing.
The movie will be aired twice on 28 July: first at
1 pm and then at 8 pm. The channel is looking at getting
audiences in both the slots, even repeat audiences.
The on-air contest will be aired in the 1pm slot, while
the winners will be revealed in the 8pm slot.
The channel has carved a new space for itself in movie
marketing. It definitely has started a trend, but will
this effort add on to the GRPs of the channel?The coming
Sunday will reveal.