MUMBAI: HBO Hits and HBO Defined were launched in India with the launch campaign (100 per cent ad free, Hollywood meets Bollywood). The foremost purpose of the second phase of the campaign was to make sure that viewers know that the two new channels are 100 per cent ad-free without any disturbance between movies and will give them a theatre-like movie watching experience. Communicating the new ad-free channel in a different way was the main challenge.

And DDB MudraMax’s outdoor team was up for the challenge - to communicate the message in this cluttered market in order to provide maximum visibility.

“Our proposition was to communicate a first class seamless movie experience for our viewers through HBO Defined and HBO Hits. The campaign beautifully encapsulated this through the jigsaw approach while still retaining the premium brand image that HBO is known for”, said HBO India executive director Shruti Bajpai.

The DDB MudraMax OOH team chose the media and locations strategically, keeping in mind the objective of the campaign. Only high impact sites at prominent locations with high traffic movement were covered, such as: Mahim Causeway, Haji Ali, Juhu circle in Mumbai and Nehru Place, DLF Cyber City Gurgaon, South Ex. in Delhi. The team also executed the “Cut innovation” with the four jigsaw pieces jutting out of the billboard in two sites each in Delhi and Mumbai.   

We are happy to have partnered with HBO in yet another successful communication of a stellar offering exclaimed Subhashish Sarkar

Commenting on this innovation DDB MudraMax OOH Delhi Sr VP Subhashish Sirkar said, “HBO Hits and HBO Defined together make a very compelling case for movie-buffs who now have the choice to enjoy their favorite titles from the comfort of their own homes. Contemporary releases without the irritation of having to sit through commercials is a godsend. This needed to be underscored boldly and to the prime audience.  As before, the team at DDB Mudra Max profiled the consumer flawlessly and laid out an OOH communication that received positive feedback in no time at all. The campaign had barely been 48 hours out there before people began calling back wondering about the depth and spends of it, always a good sign correlating to visibility. We are happy to have partnered with HBO in yet another successful communication of a stellar offering.”