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Bookmyshow.com eliminates queues through new TVC

Bookmyshow.com has launched their latest TVC with the objective of communicating the essence of the company which is to be fun, quirky, and eccentric. Bookmyshow.com is India's largest movie ticketing site. It allows a user to book tickets across platforms like films, plays, cricket matches and the like. There has been significant change since the time of its launch, which has made the brand synonymous with being a one-stop shop for entertainment tickets, making tickets accessible across various platforms, giving the opportunity to customers to go straight to the venue with confirmed seats, and not having to wait for hours on end to try their luck. The idea behind the new TVC, was communicating just that and reinforcing its leadership in the space. Also according to Ashish Hemrajani, CEO and co-founder of Bookmyshow.com, as people we are obsessed with lines. "It is a very traditional Indian wedding scene. The ridiculousness of standing in the line in a file is played upon in this TVC. I find all lines ridiculous when we are in a digital era."

The idea of the campaign was that standing in long queues for movie tickets has become such a habit for Indians, that they are now habituated to standing in a queue all the time. This idea was played with, for the TVC as well, where we see a wedding scenario where the bridegroom stops the photographer just before a family photograph and the entire family lines up in a queue, like they would while standing at a ticket window outside a theatre. The casting of the film is brilliant. The film is beautifully lit and very well shot. The music further enhances the idea.

"Ghanta Singh, who has become a household name with his prank calls on-air, is a supremely witty person. We wanted that wit, coupled with his accent, for the Bookmyshow TVC, with a slight twist to his voice, and the result is for us to hear," Hemrajani further said.

The TVC has a very Indian feel to it, where the music and the backdrop are loud and wholly Indian. It communicates the message well and brings to the forefront the absurdity of lines in our daily lives which Bookmyshow.com solves easily. | By Janees Antoo [janees(at)adgully.com]

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