Lionsgate Play creates brand recall with creative OOH campaign
By Bhawana Anand - September 19, 2019
The brand launched its maiden marketing campaign keeping OOH as a core communication tool to catch the youth
Premium entertainment service, Lionsgate Play has made a grand entry into the India market, with its first marketing campaign. The global brand has awarded its creative mandate to Havas Creative India, the business is 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 OOH campaign that has gone live across Delhi, Mumbai and Pune. The Outdoor campaign is spread across metro trains, Highways, malls and areas with clusters of offices for a month long.
The idea is to showcase multiple genres of movies to the same consumer emphasizing the breadth of Lionsgate Play’s premium content offering hence the brand tapped into prime outdoor presence in select pockets across the city.
Rohit Jain MD Lionsgate Play India 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 choosing OOH medium as a prime tool for communication, Rohit exclusively to M4G explained, “Our core TG is a young adult who loves watching content on the move. The strategy is to use outdoor to build awareness and inform consumers that now all their favorite movies are available on Vodafone Play and Idea Movies and TV under the banner of Lionsgate Play. The idea is to remind consumers about our platform every time they step out to go to work or just watch a movie & grab a meal”.
“We have taken a mix of back lit and traditional hoardings. We have stuck to impact sites for morning and evening traffic and consciously not taken sites which don’t do justice to our creative formats. We have also taken key Gantries and metro branding that help us showcase the expanse of our content. As this is the first time we are doing an Outdoor campaign we wanted to stick to key impact sites which help drive awareness”, Rohit further explained the role of each format.
Commenting on the win and the campaign, Arindam Sengupta, Managing Partner – West & South, Havas Mumbai said “We are delighted to partner with a renowned as well as an 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 the dynamic Indian market.”
Talking about the creative idea behind the campaign Gururaj Rao Executive Creative Director Havas Mumbai 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.
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