Hot Star takes to cinema advertising to reach younger TG : Feb ’15 CAM report

MUMBAI: Being the newest entrant on the bloc, Star India’s digital baby Hot Star has managed to create the necessary buzz around it. The digital app, in a bid to reach a wider segment of young audiences, has chosen cinema advertising as part of its mega marketing campaign. 

Using the movie Roy as a case study, the CAM report for the month of February 2015 found that out of the 200 screens, they were present in 32 per cent of the screens, which is close to 65 screens. "This number is more than the category that four wheeler and mobile phones undertake for their campaigns," said Interactive Television CEO Ajay Mehta.

According to industry experts and estimates, Hot Star undertook cinema advertising because of the demographics to reach out effectively to their TG i.e young audiences. The campaign for cinema advertising undertaken across the eight metros could have cost Star India close to Rs 50 - 70 lakhs. Such campaigns are usually undertaken for a period of four weeks. In the past, apps such as Free Charge, Viber and Hike have used cinema advertising extensively in similar patterns. 

The report also found that during the same period, a total of 297 brands were active. Banking and Finance have emerged as the top category spending with State Bank of India topping the list. F&B followed with beauty and Personal care coming third in the hierarchy. 

“There has been a three per cent increase in the number of brands active on cinema with the movie Roy in February 2015 round as compared to the earlier round,” adds Mehta.

There has also been a major increase in spending of clothing/apparels category from 45 per cent in January 2015 to 79 per cent in February 2015. The automobile category has increased from 34 per cent to 57 per cent during the same period. Online portals too increased their spending from 21 per cent to 48 per cent for the same period. Choc On has the highest recall with 24 per cent present in 152 screens followed by Syska LED with 20 per cent present in 136 screens.

Latest Reads
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories