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Pix in marketing push for 'The Hurt Locker'

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MUMBAI: With one of its biggest properties for the year The Hurt Locker airing on 30 October at 9 pm, Pix is doing a marketing campaign covering print, television, outdoor and digital.

Speaking on this Pix VP marketing Himmat Butalia says, "We are pushing The Hurt Locker as an action movie. We want to capture as many eyeballs as possible and the action genre works best for English movies.

Pix has carried out outdoor activities in the form of hoardings in Mumbai, Delhi, Bangalore, Kolkata and Hyderabad from 22 October. There are print ads in Mumbai, Delhi, Bangalore and Kolkata on the day of the film?s airing. The tagline is Everytime you suit up it is life or death".

On the television front, the channel has taken spots on channels like Discovery and TLC a couple of days before the film airs.

In the digital realm, the channel has launched a viral game. Butalia claims that the game got 800 hits on Facebook within 15 minutes of launch. "The digital medium is certainly going to be very important for us going forward. You immediately get a reaction. You can track conversation. We are also using Twitter," says Butalia. The viral game involves having to defuse a bomb.

On the ground level, the channel tied up with multiplexes PVR and Fame for loo snippets in Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Pune. It is also running promos in restaurants like McDonalds, Caf? Coffee Day in Mumbai, Delhi, Bangalore, Hyderabad, Pune and Kolkata using their screens.

Radio is not being used as the channel decided to focus on digital instead, says Butalia.

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