Euro RSCG director Sanjeev Roy said that with mushrooming of so many multiplexes in the Capital and National Capital region, the main focus will be on presenting DT Cinemas as an attractive destination.

“These place are not movie halls but rather a full-fledged entertainment malls. So the idea is to present them as a proper destination. The communication strategy is largely going to comprise print and outdoor,” said Roy.

The development follows the appointment of Starcom India as DT Cinema’s AOR in December last year.

The multiplex, positioned as 'getting more out of movies', has taken initiatives such as 'Hollywood Before Time' and 'Bollywood Before Time', promotions in which big flicks are shown to select audiences a few days before the release of the movie in the country.

Euro RSCG is also working on a campaign for Independent News Service’s recently launched news and current affairs channel India TV. “We have already worked on direct marketing initiatives for the channel. In a run-up the channel’s full-fledged launch (in the third week of May), we are also working on separate communication for viewers, advertisers and cable operators,” said Roy.

Apart from DT Cinemas and India TV, Euro RSCG has won the National Highway Authority of India and Schneider Electronics accounts. The agency has been also been empanelled as one of the agencies by Oriental Insurance.