To promote its recently inaugurated largest multiplex with 9 screens in Coimbatore, INOX Movies ideated a unique and clutter free way to promote its cinema hall in the city. the brand used the conveyer belt of Coimbatore’s airport targeting the masses with a keen interest in entertainment from all age groups and income classes. In association with Times OOH, the brand placed branded boxes on the baggage conveyer belt to catch the attention of passengers collecting their luggage.

Commenting on the activity, Saurabh Varma – Chief Marketing Officer, INOX Leisure Ltd. Said, “The cinema features many firsts in the region and hence we wanted to make the launch announcement in areas with high footfalls in the city and what better than an airport. INOX believes in innovation marketing initiatives and this is the first time ever a multiplex has done such an innovation in Coimbatore and we are glad that Times OOH could pull it off as per our expectations”.

“OOH has played a critical role in our entire marketing campaign of the Coimbatore launch. The team ideated and we are happy that it was well received by everyone including the trade fraternity,” added Saurabh.

The entertainment brand has worked on special creatives and communication to make innovative package more visible and attractive. Going forward, there are more such innovations planned by the brand in different markets.