While Ranbir Kapoor is making a slew of guest appearances on television to promote his recently released movie ‘Barfi’, UTV Motion Pictures has created ‘a feel good’ outdoor campaign as part of the movie’s marketing exercise. The 12-day long outdoor campaign has been rolled out in Mumbai and Delhi. Zenith Outdoors has executed the outdoor campaign for the movie.
Commenting on the outdoor campaign, Shikha Kapur, Executive Director Marketing, Disney UTV, said, “We have kept our communication strategy same across all media. Our aim is to bring out the simple, feel good factor of the movie alive across all our marketing activities. For the outdoor campaign, we targeted areas near colleges, universities and few sites at prime locations in Mumbai and Delhi. Apart from this, we have rolled out an extensive campaign with Café Coffee Day.”
The outdoor mediums used in the campaign are mainly billboards and kiosks. Delhi Metro has also been used in the outdoor media plan. The Café Coffee Day promotional activity, called ‘Sweeten Your Café Moments with Barfi’, focussed on a consumer engagement wherein with a recharge of Rs 199 of the Café Moment card, one could get a chance to the meet the star cast of the movie or win movie tickets.