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Life OK sets another benchmark in innovative marketing for ‘Savitri’

A four-minute promotional content of a new show is being played for the first time in cinema advertising in UFO Moviez’ digital theatres coinciding with new film releases

BestMediaInfo Bureau | Delhi | March 6, 2013

Life OK has once again captured the imagination of Indian audiences through its disruptive marketing. For the launch of its latest offering, ‘Savitri’, the channel has joined hands with UFO Moviez and emerged as a pioneer in cinema advertising campaign for GEC shows. For ‘Savitri’, a four-minute promotional content of a Hindi GEC show is being played for the first time in cinema advertising in digital theatres coinciding with the new film releases of the week.

UFO Moviez has a strong screen presence with over 3,000 plus screens across 1,300 towns in India. Life OK created a huge impact on its target audience by introducing them to the story and the characters through the four-minute content capsule, utilizing the strength of UFO’s network in the Hindi speaking markets.  These content capsules are being showcased in around 230 screens in Hindi markets of UP, Delhi, Gujarat and Mumbai during the screening of various new movie releases.

UFO Moviez, one of India’s top 10 most innovative companies and pioneers in digital movie distribution, believes that technology and entertainment go hand in hand and this initiative is a new step in utilising digital movie screens as a promotional vehicle.

Speaking on the innovation, Pratik Seal, Marketing Head, Life OK, said, “Life OK has always been a firm believer in the term disruption, whether in terms of content or our marketing strategies. UFO Moviez is a popular platform with a huge reach in the Hindi heartland. We are delighted that along with UFO Moviez, we were able to introduce our show and capture the attention of our audiences.”

Siddharth Bhardwaj, CMO & National Sales Head - Enterprise Ad Sales, UFO Moviez, said, “We are delighted to have partnered with Life OK. This partnership is an example of how UFO continuously makes an effort to innovate and provide value to brands advertising on our network. It’s the combination of UFO’s network strength, execution expertise and innovation that has delivered the desired impact for the campaign.”

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