SONY MAX goes all out to promote the world premiere of Aashiqui 2

Sony Max, has been actively premiering latest Bollywood hits post conclusion of IPL 6. The channel is now focusing on their promotional activities through various marketing campaigns on different platforms for their blockbuster premiers. Being the premium Hindi movie channel Sony Max has always been attributed with deploying innovative marketing campaigns for all their movie premiers. Lately the channel has been vigorously promoting its  upcoming film Aashiqui 2 , one of the biggest musical romantic hit film of the year starring Aditya Roy Kapoor and Shraddha Kapoor , and engaging in a 360 degree marketing campaign as the film is slated for a World Television Premier on July 28, 2013. 

Aashiqui 2 is a musical romantic which centres on the turbulent relationship between two singers, Rahul Jaykar (Aditya Roy Kapoor) and Aarohi Shirke (Shraddha Kapoor). Their relationship is affected by Rahul's issues with alcohol abuse and temperament.  When Rahul spots Arohi’s singing in a quaint little beer bar in Goa he takes it upon himself to give her a break and make her an even bigger star than himself in the Hindi film industry. The duo falls in love but in due course Rahul finds it difficult to come to terms with Arohi’s success.

To get a detailed insight on how Max is using marketing tools effectively for the promotion of Aashiqui2, Adgully caught up with Vaishali Sharma, Head, Marketing & Communications, Hindi movies and special events, Sony Max.

The campaign involves the use of various tools such as television, print, OOH, digital, DTH and cinema. When asked how the promotion for Aashiqui 2 would be different from their earlier promotions for other films that have premiered on the channel, Sharma said “For all our films we try and do our planning strategically. This decision is taken on the basis of what kind of film it is or genre of the film, music and the popularity the film has achieved.  Aashiqui 2 is the biggest romantic blockbuster of the year and even the music of the film passed audience expectation immensely. For this film we are focusing on the romance factor  which is the essence of the film and also planning our marketing campaign in a way  that will make audience want to watch it again and it is their fascination with this  film that has inspired us.” 

Along with mediums like television and print, the channel has also come up with several on ground and off ground activities. The latter includes online and on air opportunities which allows people to engage with the film and interact with the cast. In this regard Sharma said, “The width of the market we are reaching out to is also really big.” 

On the digital front the channel is also utilizing the social media platform for the film’s promotion. Elaborating further on this she said, “Sony Max’s Facebook page has a daily love tip for all its followers where fans get advice on their love life.  We have created a special ‘Aashiqui 2 Lovemeter app’ which calculates the love quotient between you and your partner and we have also designed an exciting contest called ‘Aashiqui 2 Moments Contest’ where their facebook fans can upload their best romantic pictures and the shortlisted pictures will be showcased in the end credits of the premiere.   On July 26th Aashiqui 2 roadblock videos will greet all youtube viewers.”

She continued to say, “We would also be scheduling an online contest on the day film is aired where audiences would be asked questions related to the movie and the lucky winners will get a once in a lifetime opportunity to meet Aditya Roy Kapoor and Shraddha Kapoor.”

According to a research conducted by the channel, the movie was largely seen by the youth and hence in order to engage with them and keeping their best interests in mind they plan to initiate an interesting activity. “We would be launching a canter activity outside National College, Mumbai, which will involve a 'rose board', where the students will pluck flowers from the board for their loved ones and as the number of flowers on the board reduces, the film poster will be revealed. Moreover amongst the flowers, five flowers on the board will have dinner vouchers attached to them,” said Sharma. 

The channel is leaving no stone unturned to promote world television premier of Aashiqui 2. Among the various innovative outdoor activities for the very first time the channel intends using models as mannequins, who will stand at Bandstand and Marine Drive in Mumbai from 24th July and representatives from the channel will join them with larger than life posters to promote the movie. An iconic poster of the film which shows the protagonists saving themselves from the rain under a blazer will be installed on a rotator and placed at strategic public locations in the city. As part of their innovation, Sony MAX will also pioneer in OOH advertising by introducing the first ever musical bus stand. The musical bus stands will enthrall its commuters with live music from the blockbuster movie and promos shot for the world premiere too will be aired.

Sharing her opinion on how these innovative strategies and activities have worked for the channel and the films, she said, “The channel is doing well and audience space has grown well. With each film premiere we try to recreate the same interest for the viewers with our campaigns. So people who have watched the film in the theatre will watch it again and it will hold much interest for the viewers watching the movie for the first time. In an effort to integrate viewers and motivate them towards the film, we have used the magic created by protagonists Aditya Roy Kapoor and Shraddha Kapoor very efficiently.”

To promote Aashiqui 2 the OOH has been executed by Storyboard Brandcom, and the creative has been designed by JWT.

It is evident that other channels too are using digital platforms aggressively nowadays. Given this fact what would be Sony Max‘s edge in terms of competition with other channels? In reply to this Sharma said “We always keep evolving with interesting ideas and concepts. We tried different strategies for films like Jab Tak Hai Jaan, Talaash and others. With most of the films which have been premiered, you will find something additional, driving and engaging.”

She believes that channels market share will increase only by creating engagement with their  audience and motivating them to interact with the channel. “Till date we have received a fabulous response from our audience and we have found that people are really integrating with us,” concluded Sharma.

A movie not to be missed is this year’s hit melodious love story Aashiqui 2 that is all set for a world premiere on Sunday 28th July at 1pm & 8pm only on MAX the premium Hindi movie channel.