Big Cinemas enters washroom advertising

Associates with Piramal Healthcare to promote i-Sure through posters on women's bathroom doors, stickers on the mirrors and hand dryers about the ovulation kit

BestMediaInfo Bureau | Mumbai | March 10, 2014

Big Cinemas, a division of Reliance MediaWorks, has entered washroom advertising. In association with Piramal Healthcare, 17 Big Cinemas properties across the country now have women's washroom branding for i-Sure, a single step ovulation detection kit.

This activation is Big Cinemas' attempt to encourage and be a part of the rapidly rising unconventional media in the country, which goes beyond ratings and readerships. Other brands that the cinema chain has tied up with include Zapak and Whisper.

Moviegoers who took a loo break at Big Cinemas were welcomed by posters on the doors, stickers on the mirrors and hand dryers about the ovulation kit by Piramal Healthcare. This was followed by a feedback camp wherein two promoters were stationed at the cinema exit and gathered opinions of the women about the activation.

Shirish Srivastava, Head- Marketing and Sales, Big Cinemas, said, “We at Big Cinemas have always aimed at going beyond traditional cinema advertising, and want to provide customised and integrated marketing/communication solutions to advertisers, since we provide millions of captive audiences annually to marketers/brands. Our focus is to be as brand friendly as possible without inconveniencing the consumers and getting too in your face with our advertising efforts. This advertising effort for the product range of Piramal Healthcare provided a challenge as well as an opportunity to deliver a customised solution and create further product awareness with the TG at the most apt location.”

Amit Sinha from Piramal Healthcare said, “Washroom advertising is effective as it gives you a one-on-one moment of impact for a range of products like i-Sure in the intimate space, while ensuring it is gender targeted and is thus very relevant. We are glad to have chosen Big Cinemas as one of our media vehicles on this one, since the brand provided us a significant reach to connect with our customers at the right time.”

Reliance MediaWorks is one of India's leading Media & Entertainment companies, with a presence across several businesses including theatrical exhibition of films, film and media services and television content production and distribution.

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