Colors launched an engaging cinema advertising campaign to promote its show Choti Sarrdaarni exclusively on UFO Moviez network of cinema screens. The four-week cinema-advertising campaign commenced on December 6 and is running on 2000+ UFO Moviez network screens. Leveraging the pre-movie and interval spot, the promo has been created and customised to engage with cinema audience in an interesting manner.
For one of its shows, ‘Shubharambh’, Colors has used cinema strategically by shooting a customised promo with the show characters, requesting audiences to switch off their phones.
The nature of both these promos being inherent to cinema creates resonance with audiences as opposed to regular promo playout while highlighting key show characters. For eg: for ‘Shubharambh’ promo, Colors used the pre-movie ad space playing on the start (Shubharambh) of the movie, while for Choti Sarrdaarni, Colors has utilised the pre-movie and interval ad space connecting popcorn as a premise.
Siddharth Bhardwaj, CMO and Head of Enterprise Sales, UFO Moviez, said, “To help engage effectively with target audience, the advertisers and marketers are increasingly leveraging cinema’s captive audience and immersive viewing experience. We are glad that the Colors Team has conceptualised and customised a promo to connect with cinemagoers in a fun and engaging manner. With a network of over 3,200 screens, UFO Moviez offers advertisers an unrivaled opportunity to communicate its brand story. We are very confident that the campaign will deliver the desired objective for Colors and its shows.”
Sapangeet Rajwant, Head, Marketing and Digital, Hindi Mass Entertainment, Viacom18, said, “Cinema has a strong influencing power in India, and so does television. We are using this dual power to create maximum impact and are proud to partner with UFO Moviez. This is a great way of engaging with audiences and to tell our story effectively. We continue to seek such opportunities and experiment with innovations.”
UFO Moviez is an in-cinema advertising platform with long-term advertising rights of 3,200+ screens spread across 1,200+ cities and towns across India. UFO’s in-cinema advertising network consists of 1600+ Prime screens which include multiplexes and release centres of Hollywood films, making UFO the leader in both premium and popular segments.