Campaign India Team
Nov 28, 2013

Bookmyshow urges viewers to be sure of their tickets, leave suspense to the movies

Watch the ad film conceptualised by Lowe Lintas and Partners

Entertainment ticketing platform Bookmyshow.com has unveiled a new brand identity comprising of a logo and tagline - ‘My Show. My Time. My Seat’. The brand has simultaneously launched a campaign created by Lowe Lintas and Partners that is being screened in cinemas from 16 November. The TVC will go on air in the first week of December and will be dubbed in five regional languages - Kannada, Bengali, Malayalam, Telugu and Tamil.

The films highlight the convenience offered by the brand to consumers in booking tickets online of various entertainment platforms according to their choice of time and seating.

The film begins with a young man walking towards a cinema. Once in, he is lost and overwhelmed by the queue for the tickets. Soon, he joins a line and gazes at the clock ticking away, and then looks suspiciously at people around him. The film has jerky camera movements and a sense of eeriness that is typical of a film based on the genre of suspense. He imagines that the statue of a clown is waving out to him and is close to having a break down. Soon, he is in front of the booking clerk and asks for two tickets for the 8:30 show. The voice over says, “Suspense filmon mein theek hai, ticket book karte samay nahi.” The Bookmyshow.com portal appears as the voice over continues, “Bookmyshow.com- apna movie, ticket aur show book  karo. Simple- Bookmyshow.com ‘My show. My time. My seat.”

On the new identity, Ashish Hemrajani, founder and CEO, Bookmyshow.com, said, “Bookmyshow.com has evolved rapidly and has become synonymous with online entertainment ticketing in India. Keeping this in mind, we felt that the company identity no longer reflected what Bookmyshow as a company represents. This re-branding is our inflection point. Extensive research and many integral aspects were taken into consideration during the creation of this new identity. We believe the new identity perfectly captures our current standing and future aspirations as a company. We have also introduced a refreshed tagline, which perfectly captures and communicates the three key things we do for our customers – we book their show, time and seats. Simple and clear!”

The new company identity has been designed by Lemon Designs. 

On the objective behind the marketing campaign, Hemrajani, added, “Currently, only 10 per cent of the Indian audience buys tickets online on an average. We see a great potential for market expansion, especially with the accelerated growth of the Indian film industry and emergence of smart phones in India. In fact, India ranks as the second highest country in the world in terms of digital buys through mobile. Even in the tier 2 and tier 3 cities, we have witnessed a phenomenal growth ranging from 150 to 600 per cent. Being market leaders in the online ticketing space, we are now looking at growing the online ticketing category with this marketing campaign. We are aiming to change consumer habits and persuade the 90 per cent offline ticket buyers to buy tickets online.”

R Balki, chairman and CCO, Lowe Lintas and Partners, said, “There can be no greater joy in advertising than creating ideas for a product you use and love. BookMyShow is one of the rare products where we can craft communication as consumers. Such a rare pleasure!”
Raj Gupta, president, Lowe Lintas, added, “BookMyShow is a transformational business model we wish to make it a revolutionary brand too!”

Credits
Client: Bookmyshow.com
Founder and CEO: Ashish Hemrajani
Creative agency: Lowe Lintas and Partners
Chairman and CCO: R Balki
President: Raj Gupta 

Source:
Campaign India

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