Campaigns

Tissot countdowns for National Anthem at Cinema halls

Brand reinstates its authority as timekeepers with a social message for the audience

Published

September 16, 2019

Tissot, a leading Swiss traditional watch brand has rolled-out an innovative on-screen advertising campaign in multiplexes. For this, ambient media agency, Khushi Advertising Ideas Pvt. Ltd. has helmed a unique multiplex advertising campaign to engage with the audience in an interesting manner.

The currently on-going 6-week campaign includes a 10-second ad film and is being carried out in 360 INOX screens pan India and 30 screens of Carnival Cinemas in Kerala and Goa. The ad film shows the newly launched Tissot Seastar Chronograph watch along with a countdown timer leading to the commencement of the national anthem. The last frame of the ad urges the audience to “please stand up for the national anthem’.

Tissot’s objective was not to showcase just another product ad film but also to keep the essence of being one of the most accurate timekeepers in focus. Khushi Advertising understood this need and came up with this brilliant idea to make an impact. An adjust before the national anthem is hard to miss but the concept of using a timer leading to the national anthem showcases remarkable social cognizance. This way Tissot got the position, timing and overall concept of the ad perfect.

Opining on the ideation behind the campaign, Vishnu Telang – CEO, Khushi Advertising said “As cinema advertising specialists, it is our responsibility to delight our clients. The countdown timer was included to build anticipation in the audience’s minds. When clients like Tissot appreciate our work, it fires up our creativity. Khushi is proud to be recognized as the fastest growing ambient media agency in India, providing novel ambient advertising solutions across various avenues.”

Anand Vishal, Chief Sales Officer, INOX agreed to this while adding, “Everywhere you go, you are hammered by advertisements. In such an environment, your best bet is to be innovative so that the viewers are actually waiting for the story to unfold. If you cannot capture the audience in the first 5 seconds of the advertisement, you’ve already lost their attention. When Tissot added a countdown timer, it kept the audience hooked to their seats wondering what happens once the timer reaches zero. Such are the advertisements that speak directly to their audience”.

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