&pictures beats Movies OK on digital platform
The promise of &pictures being India’s first interactive Hindi movie channel is strengthened with the unique strategy adopted for the premiere of Chennai Express. The Chennai Express mania refuses to die garnering a staggering 5949 TVTs and propelled the channel to zoom ahead of competition.
The channel had lined up an extensive and innovative marketing campaign including TV, Radio, Print, Outdoor, OOH and Cable for this big ticket premiere that aired on November 23rd. Putting across a differentiated digital strategy helped the channel touch the pulse of the youth through Facebook, Twitter and the blogging community.
The initiative of sending a reminder calls in Shah Rukh Khan’s Voice received a record breaking 153357 unique callers. Selecting four IndiBloggers to relive the journey that SRK and Deepika Padukone had done in the film is clearly a case of achieving success through customer-driven marketing innovation. The bloggers recreated the entire Chennai Express journey which engaged the audiences online. The same was supported by @AndPicturesIN managed by Brandlogist to drive more conversations around the movie premiere. The activation which began on 18th November had four IndiBloggers (Karishma Rawat, Nandini Deka, Arvind Passey & Ramit Narang) travel via Chennai Express train from Mumbai to Rameshwaram. It proved to be an effective medium of getting the audience engaged with the blogging community who kept throwing them challenges enroute their journey. The link www.indiblogger.in/chennaiexpress had live updates from the 4 bloggers and they created record breaking conversations on twitter & Facebook.
Talking about the marketing strategy, Akash Chawla, ZEEL, National Channels, Marketing Head, said, “The rise of social media and the increasingly connected customer makes us continuously think out of the box to engage them in newer and interesting ways. By allowing our viewers to experience a film in person before they see it in their own homes, we ensured that &pictures is synonymous with quality and a channel that puts their viewers first. This innovation in the online space has reaped us the benefit across platforms. It has helped us to overcome existing and emerging challenges and set benchmarks which we look to break again in the near future.”
He adds, “Remarkably, the campaign saw an additional 500 tweets with #chennaiexpressandyou even after the film had premiered. The campaign successfully reached out to a whopping 1.4 million unique Twitter users and received over 14 million impressions on Twitter. The impressions via IndiBlogger network was a staggering record 1 Million + and including the impressions generated by four bloggers traveling it comes to a whopping 6.6 million. Owing to the phenomenal response received by this activation, #chennaiexpressandyou was the most talked about topic on Twitter so much that we broke Twitter.”
&pictures marketing strategy for the premiere of Chennai Express was a unique blend of traditional and digital mediums with innovation and differentiation.