MUMBAI: When television premieres have become a norm, the channels have no option but to come up with interesting campaigns to not only grab attention of viewers but to also be a step ahead of the competitors.
Sony Max which has premiered some of the blockbusters over the years and has garnered enough eyeballs with its strategic campaigns, this time has come up with a marketing campaign - Yahan Badtameezi nahi chalegi, badtameezi chalegi toh sirf MAX par – around the premiere of last year’s megahit Yeh Jawaani Hai deewani.
The campaign has been conceptualised by JWT over a number of brainstorming sessions. The core aim of the campaign is to entice the audience and grab more eyeballs.
The 360 degree campaign entails the use of various tools like television, print, radio, outdoor, digital, and cinema. Some of the innovative initiatives include Ranbir Kapoor lending his voice to advise movie-goers to switch off their mobile phones during a movie across cinemas, auto rickshaws across Mumbai and Delhi will have his poster point out from behind asking people not to do badtameezi around or bouncers at various pubs and lounges wearing t-shirts that would be using the catch phrase of Yahan Badtameezi nahi chalegi, Badtameezi chalegi sirf MAX par with the logos.
“At Max, we always try to do things differently with each movie premier. With Yeh Jawaani Hai Dewaani also our marketing campaign attempts to break clutter,” says Sony Max VP marketing Vaishali Sharma.
When quizzed why such a huge campaign has been planned for a movie that has already been premiered on Sony earlier in 2013, Vaishali says, “It is a fun movie and since it is premiering for the first time on the channel, the campaign has been planned. The aim is to go all out and get people to watch the film as we feel that it still has potential to catch not only youngsters but the family as a whole.”
Similar eye catching hoardings will also be seen on bus stops shelters at prominent spots in Mumbai and Delhi with the stars of the film in their iconic poses. She adds, “Mumbai and Delhi are on the radar and a lot of ground activities will be done in the metros. The tier II and III cities will be tapped through television, print and digital.”
Radio too will be used extensively wherein contests will be run throughout the week asking people to talk about their badtameezi. Apart from this, the channel has also partnered with Facebook, where viewers can take a quick test to figure out if they are a funny badtameez, romantic, flirty or full on badtameez and get that stamped across their profile pictures. The Twitterati can use the hashtag #nobadtameezi and their friends to board the badtameez rail gadi on twitter.
The film will be aired on 19 January at 8 pm.