Jagran Solutions Conducts On-ground Activation for UTV Movies

With this activity, UTV Movies managed to gather estimated eye-ball views of over 1 crore people from 42 cities.

BestMediaInfo Bureau | Delhi | November 10, 2010

Jagran Solutions has recently conducted an extensive on-ground activation program for UTV Movies – 8 Baje Mehfil Saje, India's new age Hindi Movie channel. Through this campaign UTV wanted to increase awareness of the Brand's new tagline “Jeeyo Bollywood” and establish the 8 pm slot as the time band wherein the channel showcases its best content offerings. The whole operation was executed with a month long campaign through Auto Bhopu Announcements, Mall Promotion and Feet-on-Street activities.

Kunal Mukherjee, AVP Marketing, UTV Movies, says “We wanted to connect with our consumers across Hindi speaking markets and engage them through a series of on-ground activities which would connect them with their favourite Hindi movie channel and also increase awareness of our new tagline “Jeeyo Bollywood. As a result all the activities were structured to allow individuals enact on their favourite movie moments from Bollywood. Therefore “Jeeyo Bollywood” props were used as an integral part of the setup.”

It began across began across 23 cities with a Bhopu activity on auto rickshaw. The activity involved branding the canopy of rickshaw with a huge banner of UTV movies. The auto rickshaw holding a loudspeaker (Bhopu) travelled across high traffic locations playing customized audio promo of UTV Movies.

A Feet-on-Street activity took off simultaneously across 42 cities where a team of promoters and emcee travelled to high traffic locations in a van. The team masqueraded like a movie casting crew with directors and spot boys. They involved the TG by inviting them to rotate the spin-o-wheel – Bollywood Talent Chakra prop and enact on their favourite Bollywood scenes for a minute and gratified them with branded merchandises.

In synergy to the FOS activity, the mall activation across 9 cities saw a similar treatment where TG engaged into the activity were asked to enact a performance using a wide range of Desi props placed on the podium based on the readings of the spin-o-wheel – Bollywood Talent Chakra.

With this activity, UTV Movies managed to gather estimated eye-ball views of over 1 crore people from 42 cities. Ambika Sharma, COO Jagran Solutions comments, “The Excellent response on ground clearly shows the effectiveness of the campaign as well as that of the activation media. This is a phased campaign which now enters the third stage with extension into markets of Maharashtra”.

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