BWI: Jagran Solutions Takes ‘Jeeyo Bollywood’ Quotient on-ground for UTV Movies

Press release from Business Wire India
Source: Jagran Solutions
Wednesday, November 10, 2010 10:01 AM IST (04:31 AM GMT)
Editors: General: Consumer interest; Business: Advertising, PR & marketing, Business services, Information technology, Media & entertainment; Technology
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Jagran Solutions Takes 'Jeeyo Bollywood' Quotient on-ground for UTV Movies


Mumbai, Maharashtra, India, Wednesday, November 10, 2010 -- (Business Wire India) -- Jagran Solutions - India's leading new age marketing agency that provides solutions for Brand Activation via Consumer Connect Strategies, conducted an extensive on-ground activation program for UTV Movies - 8 Baje Mehfil Saje, India's new age Hindi Movie channel. Through this campaign UTV wanted to increase awareness of the Brand's new tagline "Jeeyo Bollywood" and establish the 8 pm slot as the time band wherein the channel showcases its best content offerings. The whole operation was executed with a month long campaign through Auto Bhopu Announcements, Mall Promotion and Feet-on-Street activities.

Kunal Mukherjee, AVP Marketing says "We wanted to connect with our consumers across Hindi speaking markets and engage them through a series of on-ground activities which would connect them with their favourite Hindi movie channel and also increase awareness of our new tagline "Jeeyo Bollywood. As a result all the activities were structured to allow individuals enact on their favourite movie moments from Bollywood. Therefore "Jeeyo Bollywood" props were used as an integral part of the setup."

It began across began across 23 cities with a Bhopu activity on auto rickshaw. The activity involved branding the canopy of rickshaw with a huge banner of UTV movies. The auto rickshaw holding a loudspeaker (Bhopu) travelled across high traffic locations playing customized audio promo of UTV Movies.

A Feet-on-Street activity took off simultaneously across 42 cities where a team of promoters and emcee travelled to high traffic locations in a van. The team masqueraded like a movie casting crew with directors and spot boys. They involved the TG by inviting them to rotate the spin-o-wheel - Bollywood Talent Chakra prop and enact on their favourite Bollywood scenes for a minute and gratified them with branded merchandises.

In synergy to the FOS activity, the mall activation across 9 cities saw a similar treatment where TG engaged into the activity were asked to enact a performance using a wide range of Desi props placed on the podium based on the readings of the spin-o-wheel - Bollywood Talent Chakra.

With this activity, UTV Movies managed to gather estimated eye-ball views of over 1 crore people from 42 cities. Ms. Ambika Sharma, COO Jagran Solutions comments, "The Excellent response on ground clearly shows the effectiveness of the campaign as well as that of the activation media. This is a phased campaign which now enters the third stage with extension into markets of Maharashtra".

About Jagran Solutions

Jagran Solutions is a new age marketing communications company which provides brand activation solutions via Consumer Connect Strategies. It is a unit of Jagran Prakashan Ltd. The group owns multimedia brands like, J9 Ventures providing VAS and mobile marketing solutions, Jagran Engage: OOH media solutions, I Next: tabloid for Youth. Jagran Solutions is a national agency and a pioneer in Integrated Marketing Communications specializing in Planning and Implementation of measurable Brand activations in India with offices in Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Chennai.

About UTV Movies

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 only Hindi movie channel to play out the biggest hits of 2008, it draws on the universal passion for Bollywood fare and adds excitement and freshness to the movie viewing experience. The channel has a library of the biggest blockbusters - Jodhaa Akbar, Race, Aamir, Jannat, Kismat Konnection, among others and has had world television premiers for movies like A Wednesday, Fashion, Oye Lucky! Luck Oye!, Welcome to Sajjanpur. UTV Movies is available internationally in over 10 countries, including the US, on the Direct TV platform.


CONTACT DETAILS
Mehak Kapur, Mutual Public Relations, +91 9999894977, mehak@mutualpr.com

KEYWORDS
CONSUMER, MARKETING, BUSINESS SERVICES, IT, MEDIA, TECHNOLOGY

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