Sony MAX creates a clutter breaking campaign for Yeh Jawaani Hai Deewani

MAX, is set to break all boundaries with yet another innovative marketing campaign to promote their latest television Premier of Yeh Jawaani Hai Deewani on 19th January, 2014 at 8pm. The channel is celebrating the campaign thought  of “Yahan Badtameezi nahi chalegi, badtameezi chalegi toh sirf MAX par” using a full 360º marketing campaign that entails the use of various media mix  like television, print, radio, outdoor, digital and cinema.

To entice the young audience and to gather more eyeballs the channel has planned an array of on ground initiatives informing people “Yahan Badtameezi nahi chalegi” For e.g Ranbir Kapoor has lent his voice to advise movie-goers in his nonchalant mannerism to switch off their mobile phones during a movie across cinemas. Numerous auto rickshaws across Mumbai and Delhi will have his poster point out from behind their vehicles asking people not to indulge in ‘badtameezi’.
Youngsters visiting lounges and pubs across Mumbai and Delhi will witness bouncers wearing t-shirts that would be using the catch phrase of ‘Yahan Badtameezi nahi chalegi, Badtameezi chalegi sirf MAX par’ with the logos imprinted on them. Four Barista cafes too have been used in connection with the activations in Mumbai,

In conversation with Adgully, Vaishali Sharma, Vice President Marketing Sony MAX said, “At MAX, we always try to do things differently with each movie premier. With Yeh Jawaani Hai Deewaani also our marketing campaign attempts to break clutter and create a lasting impression in the minds of our viewers. The exuberant campaign is well aligned with the youthfulness of the film and revolves around its theme quite literally thus constantly reminding our viewers to tune in to watch the film.”

Elaborating further she said, “The idea is to take the most ‘remember-able’ word of the movie i.e. Badtameezi, to the hearts of the audience in different ways. Hence we chose a lot of mediums that would take our thought ahead.”
Involving the digital medium, an app has been created on Facebook which asks  people 'What kind of Badtameez are you?' which they can share with their friends. Contest on Twitter and promotions on YouTube are the other innovative initiatives for this campaign. Hungama Digital is the agency involved for this project.

Sharing more on the digital medium, she said, “We have created two apps. One in partnership with facebook, where viewers can take a quick test to figure out if they are a funny badtameez, romantic, flirty or full on badtameez and get that stamped across their profile pictures. The other app with twitter is called The Twitterati where in the users can use the hashtag #nobadtameezi and their friends to board the ‘badtameez rail gadi’ on twitter.”

Billboards too have been erected at strategic locations in Mumbai and Delhi in an effort to promote the television premier. Where the OOH space is concerned, viewers can see innovative and twinkling outdoor promotion at Mahim Junction in Mumbai which has the words ‘badtameez dil’  light up consecutively one after the other giving it a melodious cadence which provides a high recall level of the film.  The words are shown moving between a larger than life back-lit image of the protagonists of the film on one end and the details of the premier of the film along with the channel logo is displayed  on the other. Storyboard Brandcom is the OOH agency for this unique and glittering project. This striking sign is bound to catch the attention of onlookers. Similar eye catching hoardings will also be seen on bus stop shelters at prominent spots in Mumbai and Delhi with the stars of the film in their iconic poses. Landmark locations like Gateway of India and Bandstand will have a line of standees reminding people that badtameezi will not be tolerated.

Well, MAX has left no stone unturned for this movie. An innovative promo has also been shot for cinema theatres wherein Ranbir Kapoor says, “Mobile phone bandh karo, Yahan badtameezi nahi chalegi.” Cinema chains such as PVR, Cinemax, Fame Inox and DT, and single cinema halls across more than 20 markets, covering more than 500 halls have been roped in for the promotion.

Adding to their innovative campaigns, the channel also intends conducting dramatic skits to grab eyeballs of the people present in café hubs with a message of “Yahan Badtameezi nahi chalegi” and also in partnership with RED FM, MAX is creating a buzz there too. Every evening RJs will be running contests extensively throughout the week asking people to talk about their badtameez acts in daily life.

A print campaign is also on the anvil for the promotion of the film. National and regional papers such as Bombay Times, NBT, HT City + Café, Dainik Jagran, Dainik Lokmat, Dainik Saamna, Dainik Ekmat, Mathrubhumi, Ajit, Rajasthan Patrika, Dainik Bhaskar and Divya Bhaskar will see active participation  in the campaign. Promotional TVCs which are being aired on the Sony bouquet of channels will also be seen on youth and kid’s channels.

Vaishali Sharma concludes to say, “It is important to optimize the available opportunities and mediums creatively that will help make you stand out different.”

It goes without saying that given the initiatives lined up for the  campaign, it will surely  create the required impact on the upcoming premier of the film on SET MAX.