By a correspondent
Big Cinemas has become a part of the changing face of advertising in India by associating with healthcare firm Piramal Healthcare. 17 BIG Cinemas properties across the country will showcase branding for i-Sure, a single step ovulation detection kit in the ladies’ washrooms.
The association and activation is BIG Cinemas’ attempt to encourage and be a part of the rapidly rising unconventional media in the country, which goes beyond ratings and readerships. Other brands that the one of the largest chains with a strong reach across the interiors and metros alike has tied up with include Zapak and Whisper.
Shirish Srivastava, Head- Marketing and Sales, BIG Cinemas said, “We at BIG Cinemas have always aimed at going beyond traditional cinema advertising, and want to provide customized and integrated marketing/communication solutions to advertisers, since through BIG Cinemas we provide millions of captive audiences annually to marketers/brands. Our focus is to be as brand friendly as possible, without inconveniencing the consumers and getting too in your face with our advertising efforts. This advertising effort for the product range of Piramal Healthcare provided a challenge as well as an opportunity to deliver a customized solution and create further product awareness with the TG, at the most apt location.”
Amit Sinha from Piramal Healthcare said, “Washroom advertising is effective as it gives you a one on one moment of impact for a range of products like i-Sure in the intimate space, while ensuring it is gender targeted and is thus very relevant. We are glad to have chosen BIG Cinemas as one of our media vehicles on this one, since the brand provided us a significant reach to connect with our customers, at the right time.”