Business Head, English Cluster,
Sony Pictures Networks India
OOH is a proven platform for brands to reach out to their target groups. Sony Pictures has recently opted for an impactful OOH campaign to celebrate Passengers Day. Travellers at the Chhatrapati Shivaji Maharaj International Airport (CSMIA) were surprised to see Dinosaur eggs on the luggage conveyer belt, an entrance to Platform 9 ¾, and life sized minions wandering around.
Allaboutoutdoor.com had a conversation with Tushar Shah, Business Head, English Cluster, Sony Pictures Networks India about the new campaign, the challenges of marketing his product and more...
Recently, Sony Pictures Networks India English Cluster (comprising Sony PIX, AXN and Sony BBC Earth) partnered with Chhatrapati Shivaji Maharaj International Airport (CSMIA), Mumbai to celebrate Passengers Day. What kind of response did you get for this campaign?
It was an innovative step in consumer engagement and the response has been phenomenal. Passengers not only engaged with the iconic characters but also sampled our premium content. Many used social media to showcase their excitement. We reached out to nearly 2 lakh people at multiple touchpoints on both terminals put together to promote our Happy India English Pack at Rs 12.
Who was your potential customer target group and how challenging it was to make space for the product in the high-security area like airport?
Our TG is anyone who watches or aspires to watch English and infotainment content. Association with the Mumbai Airport was critical as it was the right platform to reach out to the relevant TG. Celebrating Passenger day was ideal for both and we worked hand-in-hand to ensure smooth and successful execution. Our objective of getting consumers close to our superlative content was met efficiently. We enthralled them with the variety of engaging activity and we are confident that It will help them make the right choice while subscribing to channels in the current regime.
Can you give a broad idea of your spends pie of ATL v/s BTL? Which medium gives you the best return on investment?
While we don't talk about the marketing investments, we use a mix of ATL and BTL depending on the campaign objective and target audience
Regarding marketing strategies for various channels at Sony Pictures Network: do you handle the marketing for them very differently?
Every channel has a differentiated strategy based on factors like business objective, TG, markets etc,
Which markets are driving growth for you?
Metros and other 1 mn plus cities
What are the challenges you face with OOH media?
The main challenge is to break the clutter. We have used outdoor strategically with innovative communication and it has worked well for us.
How do you plan to keep using the OOH media platform in 2019? How critical is it to the growth of the brand?
We have multiple strategic campaigns lined up for the year. Outdoor works well in the holistic marketing plan and we will use it as and when the campaign demands it.
Interview by: Aarti Pahwa
GM- Marketing & Strategy
Head – Consumer Marketing, DSP Investment Managers
DSP Mutual Fund
Vice President Marketing
Raffic Aslam Ibrahim
Head of Marketing - India
Global Director of Strategy
Sai Sangeeta Israni
Director - Brand and Consumer Marketing, APAC and China