Sony Max uses innovative outdoor, ambient media and activation to promote the television premiere of 'Yeh Jawaani Hai Deewani'
Sohini Sen | Mumbai | January 16, 2014
Sony Max is ready to bring last year's hit movie, 'Yeh Jawaani Hai Deewani' (YJHD), to the small screen this month. Premiering on television on January 19, at 8 PM, YJHD stars Ranbir Kapoor, Deepika Padukone, Kalki Koechlin among others. To make sure that the movie hits the target youth audience, Max has designed an innovative 360 degree marketing campaign.
The campaign idea for the TV premiere of YJHD revolves around the thought "Yahan badtameezi nahi chalegi, badtameezi chalegi toh sirf Max par”. This idea will be reiterated through full use of print, television, radio, outdoor, digital and cinema.
"The essence of the movie is about young people, their dreams and their aspirations. The whole idea for the campaign comes out of the term 'badtameez' which is part of the very popular song from the movie. We wanted to give the movie a fresh perspective and get our target group more excited," said Vaishali Sharma, Vice-President, Marketing, Sony Max.
Max is going all out in the outdoor space. Innovative and twinkling outdoor promotion at Mahim Junction in Mumbai has the words 'badtameez dil' which light up consecutively one after the other giving it a melodious cadence which provides a high recall level of the film. Similar eye-catching hoardings will also be seen at bus stop shelters at prominent spots in Mumbai and Delhi with the stars of the film in their iconic poses.
In Mumbai's Juhu, there will also be polarised pictures of the stars flashing. Landmark locations like Gateway of India and Bandstand will have a line of standees reminding people that no 'badtameezi' will be tolerated. The slogan at each of these places will say: 'Yahan Badtameezi nahi chalegi, Badtameezi chalegi sirf Max par'.
“Though it is not a moral preaching story, we will be cheekily pointing out places where it does happen. We wanted it to be fun and yet remind them to tune in to MAX on January 19,” explained Sharma.
Pubs and lounges will have bouncers wearing Tees reminding people to watch the movie. As an innovative step, Max has also organised surprise skits in coffee shops. These, going by their pilot skit done few days ago, will firstly garner some disdainful looks that any public arguing invites. Following that a flash mob of sorts will come and dance to the track 'Badtameez dil' and remind people to watch the movie.
On radio, Max has tied up with Red FM where every evening the RJs will ask listeners to share their 'badtameez' moments.
'Badtameez' moments will also be the talk of the digital town as Max has created two apps for the promotion of the movie. Building on the strengths of friendship, they have designed a test on Facebook to figure out if they are a funny badtameez, romantic, flirty or full-on badtameez and get that stamped across their profile pictures. The twitterati can use the hashtag #nobadtameezi and invite their friends to board the 'Badtameez Rail Gadi' on Twitter. Top twitters will win YJHD T-shirts autographed by Ranbir Kapoor.
In cinemas, too, they have gone a step further to market the TV premiere. A recorded voice of Ranbir Kapoor would be reminding them movie goers to switch off their cell phones and not do any 'badtameezi', which they can do only on Max.
In LC1, LC2 towns, the main focus would be on print and radio. However, in some cases they may use outdoor as well. According to Sharma, mobile phone users in these places have experienced the internet explosion and are thus now kept abreast through social media and other digital platforms as well.
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