Pix "handpicks Bangalore" as potent market to unveil mass media campaign

MUMBAI: Pix, the movie channel from the Sony stable, has finally got up and running in the city of Bangalore following distribution conflicts which were in negotiation stages during December 2006.

With clearance on the distribution deals that came in this month, the channel is set to go the whole hog with a mutli-media campaign that will break on 22 January and end on 5 February.

Pix business head Sunder Aaron tells that the endeavour to launch a city specific campaign was primarily to give the channel more visibility in that market. He said, "We want to raise our profile in Bangalore, as it was previously not one of our strongest markets."

Pix has outlined a phased approach to the campaign which will promote its brand proposition of "Hand picked movies just for you!" But this time, the creative element of the campaign will differ. The first phase will see a mix of outdoor (consisting hoardings and mobile vans) print and radio spots.

While for the second phase, the channel has tied up with Radio City and Radio Indigo to run a week long contest by which viewers can win free DVDs everyday. Concurrently, the campaign will also be promoted through on-ground initiatives at various malls across the city and PR activity.

Pix marketing head Himmat Bhutalia told this website, "Now that the distribution deals are in place in Bangalore, we see this as an important market in the South and feel its time to reach out to our target audience during the 8 - 12 pm primetime band. Therefore, we saw it appropriate to unveil a city oriented campaign."

The campaign will coincide with, and promote the world English television premiere of Aparna Sen's 15 Park Avenue on 28 January. As part of the campaign, the channel will also attempt to focus on several other English movies directed by Indians.

The channel however, seems to be content with the response it has garnered in other core markets including Delhi, Mumbai, Kolkata, Chennai and Hyderabad.

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