UTV Movies takes OOH route to mkt newly acquired movie titles
The channel will target 86 cities using large format OOH medium, in addition to four-month long canter activity that will cover 112 towns
With the arrival of 2013, Disney UTV Movies Network is all set to get even more aggressive on content push and distribution. The channel recently inked a telecast rights deal with STAR and Viacom for over 150 mega blockbuster Bollywood movies such as Khiladi 786, Cocktail, OMG, RaOne, Golmaal and many more. These acquisitions have further strengthened the existing library of the channel, making it a robust collection of over 700 titles.
The channel, to strengthen its proposition, is ready to announce its offering through an outburst of marketing campaigns. An outdoor campaign is rolled out in 86 cities across Madhya Pradesh, Uttar Pradesh, Gujarat and Rajasthan. The outdoor medium used in the campaign will be the large format ones.
According to the channel, since digitisation is in effect, including key less-than-class-1 towns (LC1 markets) will play a vital role going forward. A canter activity has already begun in Madhya Pradesh and Uttar Pradesh and will be reaching 112 towns in this region. The activity will take place for four months.
Commenting on the campaign objective, Sameer Ganapathy, Executive Director, Movie Channels and Channel Distribution, Disney UTV said, “We wanted to announce our channel’s new offering strategically and that’s the reason have planned a phased marketing campaign. Some campaigns are information-based whereas others will be initiated to promote our channel over all.”
Apart from this, the channel has also rolled out cinema activities and print campaigns. The campaign will also go out and loud on social media even more in the second phase of the channel’s communication exercise.
