It’s raining love: SET MAX’s OOH splash for Aashiqui II

Movie channel SET Max has always believed in celebrating occasions like IPL and movie releases in unique ways using the OOH medium. True to this strategy, the channel has once again rolled out an innovative OOH campaign to promote the latest Bollywood sensation’Aashiqui 2′ which will be broadcast on the channel this month. The motive of the campaign was to draw and drive the audience’s attention towards the movie’s world TV premier. The creative duties and OOH duties have been handled by JWT and Storyboard Brandcom respectively.

“We have been doing different promotional activities for different movies. Moreover, Aashiqui 2 world TV premier is definitely a big property for the channel. The movie has done well, it isn’t a kind of film which people have seen and forgotten, rather people have lived with the beautiful aspect of the movie. We have used different mediums strategically according to their abilities to promote the movie, says Vaishali Sharma, Head — Marketing, SET Max.

As part of the movie promotion, the channel retained the essence of the movie in the creative of the campaign. For example, an iconic scene from the movie in which the lead actors cover themselves under a blazer, was replicated on the outdoor medium across various formats. “We have used the stars of the movie strategically to promote the movie for the first time, says Vaishali.

Primarily, a rotating and back-lit huge cut-out of the actors was placed in areas of Mumbai where it attracted commuters going towards suburbs. Taking this to the next level, the channel also arranged for models to showcase the cut-out poses at Bandstand and Marine Drive with representatives holding posters of the movie.

Leveraging the popularity of the movie’s music, an innovation has also been built around that.  A few normal Bus-Q-Shelters have been converted into musical BQS to play the music throughout the day. The musical bus shelters have been created across Mumbai and Delhi.  Apart from this, a cantilever decorated with roses will be placed near to colleges two days prior to the movie premier. The activity will invite young audience to pluck roses after which the movie poster will be revealed. Along with that, there will be some lucky roses which can help the audience in winning exciting prices. 

The parameters designed for the media planning was made according to the target audience. Essentially, the channel desired to capture the core audience i.e the youth audience, therefore the branding and activities have been planned strategically in places such as Bandra, Bandstand, Marine Drive and Colleges in the city.

Beating the general challenges involved during monsoon, the brand has in fact leveraged rains to build a whole story around the movie. As Vaishali says, “In the movie, it is also raining in the scene which we have replicated, therefore the rains are adding value to the creative.