‘Golmaal Again’ set to trail blaze OOH tracks with king-size plans

First leg of campaign has begun; Some Rs 5 crore going into multi-city OOH promotion of the movie

Movies and OOH promotions are intricately inter-woven. Now, Reliance Entertainment has taken this linkage to a new high by launching a mega outdoor campaign for their upcoming movie ‘Golmaal Again’. As per industry sources, the promotion and advertising budget for this campaign is said to be almost Rs 15 Crore, of which Rs 5 crore has been allotted for OOH promotions. The production house has also tied up with Ching’s Secret brand and together have reserved some 50-60 sites where the Chinese fast-food brand would be furthering the movie promotion.

Commenting on the branding initiative, Sameer Chopra, Head of Marketing, Reliance Entertainment said, “We are targeting multi-city advertising in places where consumer footfalls and traction are very high, like malls, high traffic gantries, inter-city highways etc. We will also go for local train wraps with Golmaal Again posters in Mumbai and would also target bus shelters. An innovative publicity campaign is being put into place for the Metro networks across the country. There is also the festival of Diwali, when Golmaal Again is all set to release. Hence, Diwali lightings will be installed out select cinema halls countrywide as part of Golmaal Again's promotions”.

The first leg of promotions has kicked off in Mumbai executed by the Bright Outdoor Media. The campaign is already pretty visible on king-size hoardings spread across the city, with an aim to drive highest footfall in theatres on the release date.