Lowe Lintas is now Bookmyshow's creative agency

MUMBAI:, an entertainment ticketing platform, has unveiled its new brand identity comprising of a refreshed company logo and tagline.

After a multi-agency pitch held in Mumbai, the company has appointed Lowe Lintas as its creative partner to represent the company’s ideology of ensuring simplicity and accessibility in its offerings to customers.

Speaking of the appointment, Lowe Lintas and Partners chairman and chief creative officer R Balki said, “There can be no greater joy in advertising than creating ideas for a product you use and love.  BookMyShow is one of the rare products where we can craft communication as consumers. Such a rare pleasure!”

The account will be handled by the agency team in Mumbai, led by Lowe Lintas president Raj Gupta. Speaking of the partnership, he added, “BookMyShow is a transformational business model and we wish to make it a revolutionary brand too”

Unveiling the company’s new identity, founder and chief executive officer Ashish Hemrajani said, “ has evolved rapidly and has become synonymous with online entertainment ticketing in India. Keeping this in mind, we felt that the company identity no longer reflected what Bookmyshow as a company represents. This re-branding is our inflection point. Extensive research and many integral aspects were taken into consideration during the creation of this new identity. We believe the new identity perfectly captures our current standing and future aspirations as a company. We have also introduced a refreshed tagline, which perfectly captures and communicates the three key things we do for our customers – we book their show, time and seats. Simple and clear!”

The new company identity has been designed by Lemon Designs and retains continuity from the older logo of an enclosed ‘my’ and the ‘book’ and ‘show’ on either side, with a transition from the 3D ball to a ‘ticket’. This transition and the retention of the older construction suggest progressive evolution of the company’s offerings. The new tagline‘My Show. My Time. My Seat’ represents consumer choice and convenience i.e. an assured seat, for a show and time of choice.

In addition to the unveiling of its new identity, the company also announced its first ever ATL (Above the Line) marketing campaign. The marketing campaign mainly comprises of three mediums i.e. television, cinema and digital.

Talking about the key objective behind the marketing campaign, Hemrajani added, “Currently, only 10 per cent of the Indian audience buys tickets online on an average. We see a great potential for market expansion, especially with the accelerated growth of the Indian film industry and emergence of smart phones in India. In fact, India ranks as the second highest country in the world in terms of digital buys through mobile. Even in the Tier II - Tier III cities, we have witnessed a phenomenal growth ranging from 150 – 600 per cent. Being market leaders in the online ticketing space, we are now looking at growing the online ticketing category with this marketing campaign. We are aiming to change consumer habits and persuade the 90 per cent offline ticket buyers to buy tickets online.”

The creatives of the campaign have been conceptualised around movies and cinemas, with the advertisements centered on different genres of films such as suspense, tragedy and love triangle. The advertisements have been dubbed in five other languages namely Kannada, Bengali, Malayalam, Telugu and Tamil.

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