Launches a TVC titled ‘'Your Personal Blockbuster Theatre' to promote India's first online Movies on Demand service
BestMediaInfo Bureau | Delhi | February 8, 2012
BigFlicks, a part of Reliance Group’s digital entertainment business, yesterday unveiled a new campaign to increase awareness and promote India’s first online movies-on-demand service, BigFlix+, which lets the user ’click-download-play’ over 500 blockbusters at a subscription fee of Rs 249 per month across PCs, tablets and mobiles.
Today’s metro generation is not able to see all films in theatres; they don’t want to watch the same on TV because of lack of variety and time constraints. The campaign insight was based on this need gap for a service that can offer users the best in class movie experience on devices that they are comfortable using – laptops, mobiles, tablets. The brief to the agency was to establish BigFlix+ as a premium movie-on-demand service.
Commenting on the campaign, Shreyash Sigtia, Business Head, BigFlicks, said, “The basic idea behind the campaign is to instill the thought in the viewer’s mind that they can now select a movie of their choice and view it wherever and whenever they want to see it. They can rest assured about the picture quality and enjoy a complete movie experience without the annoying ad breaks, on the device of their choice. This makes the BigFlix+ service a personal blockbuster theatre for the viewer.”
“We deliberately kept the creative simple and focused the communication on the core offering and its benefit in order to build the category in the country,” he added.
Joy Ghoshal, Executive Creative Director, Marching Ants, the creative agency that executed the campaign, said, “Film content is not exclusive and movie viewing comes with its irritants. So we decided to challenge the biggest provider -- television. Big Flix+ is about to change the role of the laptop and other mobile devices to that of a ‘blockbuster theatre’, supported by a huge choice of quality content and uninterrupted viewing. Keeping the communication simple, informative and yet interesting was the challenge.”
Creative agency - Marching Ants Executive Creative Director – Joy Ghoshal
Copywriter – Abhishek Parikh Art Director – Nisha Gandhi Archarya and Nirav Shah Production House- Catalyst Creates Director - Parth