MAM

Lionsgate Play launches first marketing campaign with Havas Creative

The duo decided to go with a clutter-breaking quirky out of home campaign

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/09/16/havas.jpg?itok=n3eNosg4

MUMBAI: Premium entertainment service, Lionsgate Play has made a grand entry into the Indian market, with its first marketing campaign. The renowned global brand has awarded its creative mandate to Havas Creative India, the business will be handled by the agency’s Mumbai office.

For the brand’s launch campaign Lionsgate and Havas Creative decided to go with a clutter-breaking quirky out of home campaign that has gone live across Delhi, Mumbai, and Pune.

The idea is to showcase multiple genres of movies to the same consumer emphasising the breadth of Lionsgate Play’s premium content offering hence the brand tapped into prime outdoor presence in select pockets across the city.

The campaign is also tapping digital platforms where the call to action will be stronger and lead the user directly to the streaming partner’s app.

Lionsgate Play India MD Rohit Jain said, “We are excited to get Havas Creative on board as our creative partner. Their thought process on the brand and the category is interesting and we look forward to building a strong brand here in India. We have always taken a bold stand, be it content where our super heroes are un-conventional like Hunger Games or while establishing a brand image, we like to be fearlessly bold in our approach. While OTT is an exciting category with many brands focusing on key titles to market themselves, we are looking at a consumer connect early in our journey so we can be relevant to our core audiences.”

Commenting on the win and the campaign, Havas Mumbai managing partner – west & south Arindam Sengupta said, “We are delighted to partner with a renowned as well as innovative content player like Lionsgate Play, for its foray in the Indian market. In a content- first era,  Lionsgate Play brings a great mix of premium quality content to the Indian audiences, given our Havas Vivendi offering in India, which has content at its core, our partnership seems perfect. We look forward to building a differentiated and unique positioning for brand Lionsgate Play in dynamic Indian market.”

Talking about the creative idea behind the campaign Havas Mumbai executive creative director Gururaj Rao said. “The idea emerged from the insight that one could watch blockbusters anywhere with LionsGate Play. And that too blockbusters from every genre. This led to a clutter-breaking campaign that attracts eyeballs with its witty innuendos and its quirky approach.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/national.jpg?itok=u_ufwmnH
Nihilent Donates Medical Equipment Worth INR 50 lakhs to Fight Covid-19 in Maharashtra

Pune-based global consulting and services company, Nihilent and its subsidiaries donated critical medical equipment worth INR 50 lakhs to the Directorate of Health Services in Maharashtra. As a part of their CSR initiative the firm gave 3,489 PPE kits and 7,500 N95 masks to combat Covid-19 in the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/02/Covid19.jpg?itok=8yZzR8F1
Covid2019 communication: Is it time to change OOH messaging?

NEW DELHI: It has been close to three months since the announcement of a nationwide lockdown in the wake of Covid2019 and even longer since the governments across states have been trying to promote the necessary social distancing and other precautionary measures via advertising. While there has...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/wunderson.jpg?itok=gMqpa7P5
Wunderman Thompson South Asia’s 21 Times Health

Wunderman Thompson South Asia’s report titled ‘21 Times Health’, is an incisive look at the effects of the coronavirus disease pandemic and the resulting lockdown on the health, pharma and wellness categories.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/anju.jpg?itok=cPm9TElF
Enterprise Ireland promotes Abhinav Bhatia as its new director- India & south Asia

MUMBAI: Enterprise Ireland, an Irish government organization that is responsible for venture capital investments and export development for Irish enterprises in world markets, today announced the promotion of Abhinav Bhatia as its new director for the Indian & South Asian region.  The new...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/cofrr.jpg?itok=zyNfqo_x
Coffy Bite Partners with Dinamalar to Host a Fun Quiz to Engage Children During Lockdown

In the spirit of creating LOTTE Moments through various LOTTE Fests, Coffy Bite, the iconic confectionery brand of Lotte India in partnership with Dinamalar hosted a quiz competition for children through the daily newspaper. This was an attempt to engage the children in a fun and exciting manner...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/bharat-pe.jpg?itok=uc8nm8RI
BharatPe appoints Ex-Walmart Labs' Ankur Jain as chief product officer

MUMBAI: BharatPe has strengthened its leadership team by appointing Ankur Jain as chief product officer. Ankur will be responsible for the complete product lifecycle and innovation at BharatPe. Jain is the fifth CXO at BharatPe and joins Vijay Agarwal (CTO), Nishit Sharma (chief revenue officer),...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/nrreaj.jpg?itok=j7bA8WZs
Hansa Customer Equity names Neeraj Pratap Sangani as COO

MUMBAI:  Hansa Customer Equity Pvt Ltd, part of the R K Swamy Hansa Group, has appointed Neeraj Pratap Sangani as the chief operating officer.  Sangani is an alumni of UCLA Anderson School of Management and a keen proponent of behavioural economics having completed his professional certifications...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/tconsult.jpg?itok=_6SB4v0P
WATConsult wins e-commerce mandate for Nobel Hygiene

Mumbai: WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, has won the e-commerce duties for Nobel Hygiene, India’s first and leading makers of adult diapers. For the record, the company owns the adult diaper brand - Friends, the baby diaper...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/06/01/Rohan_Mehta-Chandni_Shah.jpg?itok=HodTwN72
Digital marketing to see an upsurge in advertiser movement post-Covid

NEW DELHI: The Covid2019 pandemic has impacted the business community in a number of ways. However, the one industry that seemed to have gained from the pandemic is digital marketing. It was already growing at a rapid phase within the country and the lockdown came as a great catalyst for boosting...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required