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Shah Rukh Khan will remind you to watch ‘Chennai Express’ on &pictures

The channel devises a differentiated digital strategy to attract audiences for the film’s premiere on November 23 at 8 PM

BestMediaInfo Bureau | Mumbai | November 19, 2013

Following the success on Zee TV, Shah Rukh Khan and Rohit Shetty’s gigantic blockbuster, ‘Chennai Express’, will now halt on &pictures on Saturday, November 23 at 8 PM. The new Hindi movie channel is pulling all stops to make this premiere an even bigger success than Zee TV. The channel has devised an interesting digital mechanism to promote the premiere of this blockbuster film.

Breaking new ground, a unique IVRS (Interactive Voice Response System) model has been created. Viewers can call on the toll-free number 18001035515 and get a reminder about the movie on their phones in Shah Rukh Khan’s own voice. It works like an alarm clock wherein one can set a reminder about the telecast of the movie and receive a call on D-Day. It’s like receiving a personal call from Shah Rukh Khan who’ll inform the listeners to tune into the movie. The channel is promoting this number on-air as well as on social media. It is a first of its kind initiative in the Hindi movie genre space.

There’s more good news for movie bloggers and travel freaks. Another novel way that the movie is going to be promoted is via the blogging community. Four lucky bloggers will be selected to relive the journey Shah Rukh and Deepika Padukone did from Mumbai to Rameshwaram. The bloggers will tweet and post their travel experience with the &pictures hashtag on Twitter and build buzz for the upcoming premiere. With the help of the blogging community associated with IndiBloggers, these bloggers from Mumbai and Delhi will get to win this experience on the Chennai Express train. A page on IndiBloggers will track the entire journey from start to finish in real time. There will also be a live feed of their tweets, blogs and pictures on social media.

Over and above the digital initiatives, an aggressive marketing strategy has been initiated on other mediums including TV, Radio, Print, OOH and Cable.

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