Advertising via Cinemas for Maximal Impact

In today’s world, advertising your product is equally important as manufacturing it. All your efforts of manufacturing will go in vain if you are not able to find suitable customers for it. The competition has increased manifold in every field and so, advertising has also evolved, so as to continue grabbing the attention of potential consumers. The new age advertising includes advertising in malls, advertising on airports, advertising via cinemas, etc.
Innovative advertising has changed the way products and services are advertised keeping in pace with the changing times. Shopping mall advertising has gained much importance in the recent years. Similarly, the latest trend is advertising via cinemas as it has several advantages. The large screen and powerful audio systems of the cinema halls make your ads look livelier and the message goes out loud and clear. If presented properly, an ad can become visually appealing and can leave its impact on the minds of the audience for long.
Another important advantage of cinema advertising is that you already have a captive audience ready to absorb marketing communication. They are ready to see whatever is shown on the screen as they have come with an open mind to watch a movie. Moreover, they can’t change the channel as one can do on T.V. Such an audience will offer lesser resistance to the ads. Your ad is not likely to be ignored by them and thus the motive of the ad makers is fulfilled.
All the leading cinemas generate substantial revenues via advertising. Brands have options as to which advertising partner they wish work with. Established advertising agencies like Khushi can help you join hands with all the big players for Big Cinemas advertising, PVR advertising, advertising in INOX, advertising in Fun Cinemas, etc. The impact of the message of the advertisement gets multiplied by the effect of huge canvas, high definition quality, powerful sound system and completely engaged audience of the cinema hall. The audience goes home with a convincing message about the advertised product or service.
Thus, with the changing times, innovative advertising has emerged as a new and effective way of advertising. It has many facets; advertising via cinemas is only one of them. No doubt, it is a very powerful medium for advertising but other equally powerful ones are advertising in shopping malls/ centers, airport advertising etc. So tap this vast advertising opportunity and reach out to your potential customers.

MULTIPLEX ACTIVATION

Multiplexes are increasingly cropping up at various hubs in cities, towns and even hill stations. Multiplexes serve as the go-to venue for consumers who want to unwind during weekends. They are very popular especially amongst the affluent and the young audiences. Typically, a multiplex consumer is from the higher or higher middle strata of the society. Hence they possess purchasing power and a propensity to spend.The success of a multiplex activation need not be mentioned only in terms of sales made.
It is this increasing popularity of multiplexes that has prompted marketers to explore this avenue for advertising. Apart from on-screen advertising, marketers are now recognising the potential of multiplex activation. To influence a purchase decision it is important to connect with consumers at the opportune time. Multiplex activation can increase demand for a brand by creating an emotional connect. Multiplex activation beats the clutter of traditional methods of advertising and lends uniqueness to the ad campaign. Time and place play an important role in acquiring consumers and multiplex activation connects with consumers at the most appropriate time and place. As consumers are waiting in the foyer until show time, they can be engaged using innovative multiplex activation strategies. Interactive experiential events such as product demonstration cab be done in the foyer or product sampling can be done at the food counter or ticket counter. Even contests involving the multiplex audience can be held. Opinion polls can be held at the exit of the auditorium. Kiosks can also be set up to distribute pamphlets or conduct product demonstration. All of these multiplex activation ideas leverage the conducive ambience of the multiplex and the favourable frame of mind of the audience to make it the perfect avenue to engage the consumers.
It is important to bear the following points in mind –
Reach – It is importance to assess the potential reach of such an activity i.e. how many targeted consumers can the multiplex activation reach?
Brand fit – the brand needs to be relevant to the multiplex audience.
Potential to generate sales – it is necessary to ascertain the approximate sales leads or immediate sales that the multiplex activation is likely to generate
ROI – the cost benefit ratio of running such activation has to be measured to establish financial viability.
Impact – the success of a multiplex activation need not be mentioned only in terms of sales made. Activations are a means of generating brand awareness and brand affinity by creating memorable engagement experiences with the target consumer.  
Expert experiential agencies like Khushi can help a brand to create a highly impactful and memorable multiplex activation campaign.

RAYMOND’S MULTIPLEX BRANDING CAMPAIGN

Raymond, the noted manufacturer, marketer and retailer of high quality apparel and accessories wished to tread the non-traditional path to communicate with their TG for their Festival Collection and All White Men’s Collection. They wanted to reach out to their target audience in a manner befitting their customary avant-garde style and also to use mediums which would accentuate the visual appeal of their fabrics. Their Festival Collection and All White Men’s Collection promised to be a huge hit and Raymond wanted to ensure that their communication reached their precise target market close to the point of sale.
In conjunction with their AOR agency, MOMS Outdoor Media Solutions Pvt. Ltd., they zeroed in on running a widespread multiplex branding campaign across 35 multiplexes pan India. MOMS Outdoor Media Solutions Pvt. Ltd. partnered with Khushi to deliver this campaign in the most effective manner. MOMS was confident that Khushi’s vivacious life-sized slim backlit media 4×7 feet placed at strategic positions in multiplexes would grab maximum impressions. This branding campaign of Raymond demanded a medium which would highlight the elegance of Raymond’s Festive and All White Men’s Collection. The slim backlit media served as the perfect platform and would prove to be a prudent choice of medium for the campaign. The campaign which commenced during Diwali was set to run until the end of the year.
The objective of the campaign was to deliver nuanced reach to the target market in the vicinity of Raymond’s showrooms. This campaign allowed Raymond to target prospective customers very close to the point of sale. They did branding in those multiplexes in malls, which also housed their outlets. This offered them the perfect opportunity to leverage the visitor profile of the mall, which is their precise target market. Raymond is confident that these kind of innovative advertising campaigns helps keep customers engaged. Raymond perfectly timed their campaign to coincide with the festivities of Diwali and New Year celebrations when people are in the festive spirit and multiplexes witness a surge in the number of footfalls. The increased footfalls coupled with the novelty of the media made the cost-benefit ratio of this campaign favourable as it delivers overall effective reach.
Khushi specialises in providing innovative solutions to clients based on their objective and requirements. We take pride in being the fastest growing ambient advertising agency in India. We leverage our expertise in cinema advertising, shopping mall advertising, airport advertising, advertising in gyms, advertising in coffee shops, etc. to provide our clients the best solutions for their advertising needs.