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Bright Outdoor creates big picture for six blockbuster movies in July alone |
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Rajiv Raghunath
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Wednesday, 28 July 2010 09:00 (IST) |
NEW DELHI: Movie billboards were once the most dominant landmarks on the outdoor landscape in Indian cities. Outdoor firms painstakingly crafted the handpainted displays on tin sheet properties on high traffic zones to bring the audience to the cinemas. But, over time, movie outdoor advertising lost their primacy as a whole new generation of brands invaded the outdoor domain, bringing with them new ideas and innovations to catch the eyeballs. As a result, the larger-than-life movie hoardings receded to the background. The outdoor media regularisation in different cities also placed new curbs on imposing movie displays. But, the scene has changed, so to say.
Movies have made a strong comeback into the lives of people, buoyed by the rise of new malls and multiplexes. With it, movies are also making a greater presence in the outdoor domain. In this, Bright Outdoor Media has played a catalytic role, given the firm's long and deep-rooted association with Bollywood.
To illustrate the uptrend, Bright Outdoor executed outdoor campaigns for six different movies - Hollywood and Bollywood - in the month of July alone. The outdoor firm executed the outdoor promotions for Bollywood films 'Aisha' and 'Milenge Milenge' in Mumbai and 'Khatta Meetha' in Mumbai and Bangalore. Likewise, it executed the promotions of Hollywood movies 'Salt' and 'Eclipse' in Mumbai and 'Inception' in Bangalore. Each of the movie promotions in the outdoor was conducted over a 10-12 day period.
 Talking about the growing movie presence in the outdoor, Yogesh Lakhani, chairman & managing director, Bright Outdoor Media, told network2media, that it was a question of concept selling which Bright Outdoor has been able to achieve with relative ease. "We have a long association with the movie industry. Yet, we had to put across the value propositions to the industry and it has worked out well. In July alone, we have executed the promotion of six blockbuster movies," he said.
Lakhani added that the outdoor presence has been largely captured in large formats, but small formats like bus back panels too have been put to good use. Pertinent to note that Bright Outdoor holds the exclusive advertising rights on BEST buses for the period 2010-13.
Lakhani observed that movies are an integral part of the entertainment industry, which on the whole is growing at a fair pace. The outdoor is an important medium for this industry to reach its target groups, which to a large extent is being done by a variety of television channels. In fact, Bright Outdoor has executed a large number of campaigns for niche and general entertainment channels (GECs) over the recent months.
Globally, movies have re-entered the life and times of people on the go. Various innovations like drive-ins, and pure play outdoor conventional and digital promotions are being conducted to attract large audiences. It won't be long before the Indian outdoor turf sees similar action.
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