India’s largest online entertainment ticketing platform BookMyShow has launched a television campaign, especially targeted at Hindi speaking markets, just in time for one of the most anticipated blockbusters of the year – Salman Khan and Katrina Kaif starrer ‘Tiger Zinda Hai’ releasing on December 22, 2017. With this ad film, conceptualised by BBH India, BookMyShow effortlessly describes how it feels to be left out when you haven’t seen a film and others around you have.
BookMyShow arrived at the insight after a detailed consumer research conducted with India’s leading research and measurement company Nielsen India. In line with this, the 40 second ad film takes a slice from reality and wonderfully brings alive that feeling of disappointment when a person so willingly walks up to the box office cinema hall only to be told that the shows are houseful or only the front seats are available and then how that person has to resort to information gathered through hearsay to make himself seem pretentiously involved in the discussions surrounding a movie. The film ends with a simple solution to this common problem- just book your tickets on BookMyShow.
The TVC also has a shorter edit and will be supported by digital campaigns in select markets.
Marzdi Kalianiwala, VP, Marketing and Business Intelligence, BookMyShow, said, “When we decided to use television as a medium to bring on board new users on BookMyShow, we wanted to come up with a simple film that would resonate with many of us. Conceptualised by BBH India, our ad film has been specifically timed with the release of ‘Tiger Zinda Hai’ to capture the hype and existing awareness and excitement around the film. We are confident that viewers will find the film’s honesty very reassuring and comforting when they see that they are not the only ones to feel left out when they haven’t seen a film and that more importantly, there is a solution to this problem- BookMyShow.”
Russell Barrett, Chief Creative Officer amd Managing Partner, BBH India, added, “To start with, we have to thank BookMyShow for a clear, sharp and definite brief. The feeling of missing out in life is universal, it’s instinctive and in a world where new things trend every 15 minutes, it’s also more relevant now than ever. We have managed to tell a fun story in a memorable, modern and stark way. As a brand that lives in the world of entertainment, an ad for Book My Show, must also be, first and foremost, entertaining as well. This film, conceived of and written by Sapna and Yohan is simple, funny and celebrates both the fans and the movie really very well."
Creative Agency: BBH India
CCO and Managing Partner: Russell Barrett
CEO and Managing Partner: Subhash Kamath
Planning Head and Managing Partner: Sanjay Sharma
Creative Directors: Sapna Ahluwalia, Yohan Daver
Copywriter: Yohan Daver
Art Director: Sapna Ahluwalia
Account Management: Anish Kotian and Rachit Koradia
Strategy Director: Yudhishthir Agrawal
Strategist: Pranoy Kanojia
Executive Producer: Rahul Kulkarni
Production House: Early Man Film
Director : Abhinav Pratiman
Producer: Amarjeet Phukan