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MOMS showcases UTV Movies’ ‘Jeeyo Akshay’ in Mumbai outdoor
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network2media Bureau   
Thursday, 09 December 2010 09:00 (IST)
Vertical alignment maximising visibility NEW DELHI: Popular movie channel UTV Movies has extended its ‘Jeeyo Bollywood’ campaign with a short and striking campaign titled ‘Jeeyo Akshay’ to promote the Akshay Kumar-starring movies being shown on the channel at 8pm. The campaign, executed by MOMS, the OOH arm of Madison World, is targeted at a general audience, with a clear message about the ‘Jeeyo Akshay’ show and its timing.

Branding presence at high footfall locations The campaign has been rolled out in Mumbai market. To zero in on the large potential audience, MOMS has taken up billboard displays at high congregation points and high traffic zones in the city. The displays are seen near railways stations, at market places, under skywalks, street corners, and on arterial roads.

Anirban GhoshCommenting on the campaign which will conclude on December 10, Anirban Ghosh, business director, MOMS, said, “This is a very TG specific outdoor campaign with a brief to reach out to the mass audience. For us the obvious choice was to mainly cover all the major suburban local railway stations to reach out to this specific TG and create the awareness of the programme.”

Large format, creating 'Buzz' & impact Launched in February 2008, UTV Movies is a New Age Hindi movie channel that has the lineage and experience of UTV Motion Pictures – the largest Hindi movie studios in South Asia. The channel has a library of some of the biggest blockbusters. UTV Movies is available internationally in over 10 countries, including the US.

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