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Bright Outdoor does the magic for AXN-Animax
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Jayant Mishra   
Wednesday, 25 November 2009 08:00 (IST)
A stand alone large format display bearing the campaign creative MUMBAI: Magic has always enthralled people of all age groups but there are not many instances of magic shows on TV being publicised widely, especially in the OOH sphere. So, the outdoor campaign for Sony Entertainment-owned AXN channel's magic show called "Cyril Simply Magic" was bound to attract the eyeballs in good numbers. Leading OOH player Bright Outdoor has been entrusted with the outdoor execution duties for the campaign.

Sudesh PaulBright Outdoor has employed prominent hoardings in three cities, Mumbai, Delhi and Bangalore, to promote the show which rolls out on November 25. Talking about the campaign, Sudesh Paul, business development manager, Bright Outdoor, said, "Cyril is a famous magician who belongs to the same league as David Copperfield. Given his popularity, we advised the client to consider a mass-scale campaign targeting all age groups."

A gantry used for spreading awareness & visibility for the show The campaign started on November 23 and will run for 10 days, with 20 hoardings installed at prime locations in Mumbai, such as, Bandra Link Road, and 17 hoardings each in Delhi and Bangalore. "It is an economical and systematic campaign, reaching out to as many people as possible," Paul explained.

Rohit BhandariRohit Bhandari, senior vice president, AXN-Animax, said, that his channel is focused on the audiences in the three cities where the campaign has been launched. "Most of our viewers belong to these three cities," he said.

Another display spreading the 'Magic' at a busy location When asked if digital OOH is also been used to promote the serial, he said, "We are not using the digital medium as such a campaign would require very large spread & the digital screens may not be able to provide that."

He added that "to promote the show on television, we have been running channel promos too."
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