MxMIndia

Tag: Marching Ants

  • Remotely shot at Varun Dhawan’s home, the campaign encourages Indians to showcase their talent and entertain the country as they remain indoors

    Flipkart launches campaign titled ‘Entertainer No. 1’

    By A Correspondent

     

    With an aim to address the need for positive entertainment during this time, Flipkart and Varun Dhawan recently announced the launch of ‘Entertainer No. 1’ – a stay-at-home reality show under the Flipkart Originals umbrella.

     

    To promote the show, the brand has introduced a TV and digital campaign featuring Varun Dhawan, asking the country to participate in this show. Filmed on a smartphone by the actor at his home, the concept and execution of the film drives home the show’s message of innovating when entertaining from home, while practicing social distancing.

     

    Said Vikas Gupta, Head – Customer Marketing and Digital Businesses at Flipkart: “At a time when the nation is spending all their time indoors, we found an interesting opportunity to use entertainment and cheer up India in a special way. Through Entertainer No 1, we are bringing a unique stay-at-home reality show to our audience, that provides budding entertainers a platform to stay connected during this difficult time. What sets this show and its marketing campaign apart, is the way it has been conceptualized and brought to life, entirely from home.”

     

    Added Joy Ghoshal, Co-founder, Marching Ants: “This has truly been a paradigm shift in ad film-making. We always had the notion that work from home was not too productive and here we were creating and bringing to life an entire show along with creating and releasing communication for it, from home. I would like to believe this is unprecedented. And I feel truly exhilarated that we could achieve this task in a never seen, never done before manner. This is history of sorts where we created India’s first digital reality show without stepping out of our homes. Every step of the creation was exciting, challenging and digital in its true sense.”

     

     

  • Campaign aims to break the clutter and create a whole new differentiated identity for Imagica

    Imagica unveils new brand positioning

    By A Correspondent

     

    Imagica has launched its new brand positioning in India as ‘India’s Biggest Amazement Park’.

     

    Said Raveendra Singh, Head of Marketing, Sales & Strategy, Adlabs Entertainment: “Imagica has been relentlessly pushing the envelope each year to pleasantly surprise guests with its unique offerings. This has translated into a strong intent to sustain as well as keep increasing the entertainment quotient that leaves guests with a sense of amazement. Decision to therefore embrace the new brand positioning as India’s Biggest Amazement Park, has been simple and effortless. From brand strategy standpoint, the campaign treatment approach applied is also truly innovative with the brand now having a voice of its own in the form of Dr.M.A.Zing. To take the amazement concept a step forward, we have also re-evaluated our pricing strategy. We are offering guests access to this unparalleled entertainment universe at charming pricing of INR 999 onwards every-day, all through the festive season.”

     

    Added Joy Ghosal, Co-Founder and Head – Creative Strategy, Marching Ants: “In today’s world where all parks are seen or treated equally, our objective was to create a superlative proposition deserving of Imagica’s scale, size and experiential superiority as a communication context to the consumer. The key proposition was articulated using the tangible superiorities of Imagica by coining a new term in the category. This was derived out of consumer speak who termed their experience at Imagica as always amazing. With this in mind we created the character Doc. M.A.Zing – a quirky ‘scientist of fun’. Through short films, this character narrates Imagica’s amazing story of largeness, fun and exhilaration and finally calls out the Rs 999 price point.”

     

     

  • The 360-degree promotional ad campaign engages its target audience based on the insight – fun multiplies with like-minded groups

    Imagica unveils summer campaign titled #Groupbaazi 

    By A Correspondent

     

    Imagica has launched its new summer campaign titled #Groupbaazi, propagating the idea of maximising fun in groups.

     

    Said Raveendra Singh, Head of Marketing, Sales and Strategy, of the fun park: “Imagica is synonymous with fun, excitement, entertainment and the idea of having a great time together, establishing its brand archetype as entertainer. In India, people always bond with each other and form big groups to have fun and it starts right at home extending to every phase of an individual’s life. This is validated by the visitors’ trend observed at Imagica where people usually come in groups of families or group of friends beyond only a single family unit. We are truly excited to see how the campaign unfolds and resonates with our target audience,”.

     

    Added Joy Ghoshal, Co-Founder and Head – Creative Strategy, Marching Ants, which has conceptualised and shot the campaign: “Going beyond the predictable way of advertising the key attractions of a theme park, the campaign was aimed to bringing to the fore beautiful moments of fun and pleasure with a larger group of like-minded sharing a similar mind-set in the simplest way. And, to highlight the feeling of freedom interspersed with comfort amongst the crazy experiences and the inside jokes shared within a group. The story of the ad film has been structured to appeal and build connect, with the right audience.”

     

     

  • The campaign talks about activating "your personal blockbuster theatre" featuring BigFlixs+, equipping subscribers to download blockbuster titles in addition to merely streaming

    Reliance Entertainment’s BigFlixs unveils its latest ad campaign

    By A Correspondent

     

    BigFlixs, a part of Reliance Group’s digital entertainment business on Tuesday announces the launch of a new ad campaign to increase awareness and promote its movies on demand service – BigFlix+ which lets the user ‘Click-Download-Play’ over 500 Blockbusters at a subscription fee of Rs249/ a month across PC, Tablets and Mobiles.

     

    Today’s metro generation is not able to see all films in theatres; they don’t want to watch the same on TV because of lack of variety and time limitations. There was a clear need of a service that can offer users the best in class movie experience on the devices that they are comfortable using – laptop, mobile or/and tablets.

     

    Hence the brief to agency was to establish BigFlix+ as a premium movie on demand service, where users of the service can also download blockbuster movies in addition to merely streaming them online.

     

    Commenting on the new campaign, Shreyash Sigtia, Business Head, BigFlicks Pv Ltd said: “The basic idea behind the campaign is to let the viewer know that they can now finally select a movie of their choice and view it wherever and whenever they want to see it. With BigFlix+, they can rest assured about the picture quality and enjoy a complete movie experience without the annoying ad breaks, on the device of their choice. This makes BigFlix+ service a Personal Blockbuster Theatre of the viewer. We deliberately kept the creative simple and focused the communication on the core offering and its benefit in order to build the category in the country.”

     

    On the completion of this campaign, Joy Ghoshal, Marching Ants, said: “Film content is not exclusive and viewing it comes with its irritants, so we decided to challenge the biggest provider; television. Big Flix+ is about to change the role of the laptop and other mobile devices to that of a ‘blockbuster theatre’, supported by huge choice of quality content and uninterrupted viewing.”