BIG Flix, the movie rental division of Reliance ADAG, has unveiled a new mass media campaign. The campaign is titled ‘Ab Aam Zindagi Ban Jaye Filmy’ and has been designed by Law & Kenneth.
The media mix includes outdoor, TV, print, radio and digital. The TVC is a spoof on Hindi films like Om Shanti Om, Saawariya and Matrix. The campaign uses humour to show how people who are trying to copy scenes from these popular films in their everyday lives, eventually end up making fool of themselves.
Kamal Gianchandani, COO, BIG Flix, said, “We are very excited to launch our marketing campaign. The ‘Ab Aam Zindagi Ban Jaye Filmy’ ads are designed to remind people about their fundamental love of movies and to create a strong association between BIGFlix and the movies they like to watch. Our fundamental goal is to tell consumers that there is a better way to watch movies and I think the ad does justice to this goal”
“This mass media campaign represents the first significant advertising effort by any online and/or offline rental service in the country and the first attempt at using television to build brand awareness and drive traffic to the company's Internet site, www.bigflix.com, and rental stores. As home entertainment formats, such as DVD players etc, have become more mainstream, some of more traditional advertising mediums, such a television and print, have finally become cost effective and need to be considered as part of an overall marketing mix, eventually, mass marketing is going to be essential to our continued growth,” he adds.
Production house: The Reel Co.
Director: Adarsh Gupta
Errata: Law & Kenneth's senior creative director, Vinayak Upadhyay, was responsible for the concept and not Siddharth Sirohi as previously mentioned. Sirohi is the art director at The Reel Co.