Bureau, New Delhi
The on-going branding campaign of Viacom18 Motion Pictures, in association with Khushi Advertising is a perfect example of the brand-avenue fit. Drawing from the obvious inference of the title of the brand, viz. the movie 'Toilet Ek Prem Katha', its makers Viacom18 Motion Pictures along with Khushi Advertising conjured up a cheeky branding campaign.
Viacom18 Motion Pictures wished to include ambient advertising in their overall promotion mix for the movie. With the help of Khushi they devised a disruptive ambient advertising campaign, which is currently running in more than 230 ambient avenues. The campaign features A4 sized posters of the movie, with the movie title 'Toilet' written prominently, pasted on washroom doors in avenues like McDonald's, Pizza Hut and Gold's Gym. Customers are in for a surprise as the regular signages depicting the men's and women's washrooms have been replaced with posters of the lead protagonists of the movie, Akshay Kumar and Bhumi Pednekar. This campaign, which has been devised keeping in mind the brand-avenue relevance, is being run for a total of 30 days counting down to the release date of the movie. This indoor advertising activity is being very well received and is expected to reach lakhs of customers from the target group.
Mr. Rudrarup Datta, Marketing Head, Viacom18 Motion Pictures commented "Toilet Ek Prem Katha as a film strives to create active change in society along with being an entertaining film. We wanted to look beyond traditional advertising to drive actual consumer engagement. The unique idea executed by Khushi Advertising gave us the opportunity to surprise and engage our core target audience at the youth hangouts, leading to higher recall values and potential conversions."
"With a plethora of media options to choose from, advertisers are looking for more targeted ways to reach their customers," said Mr. Vishnu Telang, CEO, Khushi Advertising. Indoor advertising is a powerful medium to target specific groups of customers in the desired ambient avenues, as you know exactly who you are reaching. It provides a clutter-free placement of the advertisement and provides an opportunity to advertisers to reach these consumers in an innovative manner."