By: Bhawana Anand
Last updated : September 19, 2019 10:24 am
The brand launched its maiden marketing campaign keeping OOH as a core communication tool to catch the youth
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.”
“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.
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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