Balaji Motion Pictures, White Rivers Media make bold strides in digital movie marketing

Programmatic media buying, martech innovations used to create industry-first strategies

MUMBAI: In a film industry that averages over hundreds of movies every year, the bid to be in the audience’s consideration set has become increasingly competitive, hence disruptive movie marketing has become increasingly important.

Leading the charge this year is Balaji Motion Pictures (BMPL). In association with its long-term digital strategy partners, White Rivers Media, BMPL have hit the right notes with their marketing campaigns for Jabariya Jodi, Judgementall Hai Kya, and Dream Girl. Crucially, these three campaigns delivered a lot of engaging content outside the spectrum of social media, using touchpoints that are less intrusive to the digital audience, with avant-garde techniques like programmatic advertising, sequential storytelling, and new-age influencer outreach.

Digital media is growing at breakneck speed and while it is important to tell stories via social media content, the digital universe beyond social media is generally missed by a lot of entertainment brands. Team BMPL did a three-film, digital strategy deal with White Rivers Media. Furthermore, an integral part of each of these movie campaigns has been their effective use of existing public perception and leveraging it to nurture positive audience sentiment by using effective and innovative martech solutions.

Commenting on the strong showing in 2019’s marketing results, Balaji Motion Pictures’ executive vice president Ruchikaa Kapoor said, "If we are to create desire in the mind of someone who is spoiled for choice, then we need to stand out for which we knew being ‘clutter breaking’ is imperative, both in terms of idea & presentation. White Rivers Media has hit the nail on the head in that regard. We have been working with team White Rivers Media, and their services go beyond traditional social media and it is great to be industry first adopters of various new-age digital!"

On working with Balaji Motion Pictures, White Rivers Media chief executive officer & co-founder, Shrenik Gandhi quipped, "It is always great to be working with team Balaji. The quest for great storytelling, when extended to digital using programmatic and martech, creates nothing short of magic. We are given full license to innovate, and these are the sort of entertainment-category briefs that our creative and tech thinkers look forward to working on. I am happy that we have been able to deliver well on this front, and we’re going to keep this momentum going strong."

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