Viacom18 Motion Pictures collaborated with Khushi Advertising in order to create a social uproar with ambient advertising for ‘Toilet Ek Prem Katha’, the movie. The branding campaign of Viacom18 Motion Pictures in collaboration with Khushi Advertising is an excellent example of brand-avenue fit. The cheeky brand campaign was focused on promoting the movie. With the help of Khushi advertising they devised a disruptive ambient advertising campaign, which ran in more than 230 ambient avenues.
The campaign consisted of A4 sized posters of the movie, with the movie title ‘Toilet’ written in a catchy way, pasted on washroom doors in avenues like McDonald’s, Pizza Hut and Gold’s Gym. The customers in these venues are in for a surprise as the normally used signages showing the men’s and women’s washrooms have been replaced with posters of the lead protagonists of the movie, Akshay Kumar and Bhumi Pednekar. The campaign was run down for 30 days counting down to the release date of the movie. The indoor advertising was successful in targeting lakhs of customers and was very well received.
Mr. Rudrarup Datta, Marketing Head, Viacom18 Motion Pictures commented “Toilet Ek Prem Katha as a film strives to create active change in society along with being an entertaining film. We wanted to look beyond traditional advertising to drive actual consumer engagement. The unique idea executed by Khushi Advertising gave us the opportunity to surprise and engage our core target audience at the youth hangouts, leading to higher recall values and potential conversions.”
“With a plethora of media options to choose from, advertisers are looking for more targeted ways to reach their customers,” said Mr. Vishnu Telang, CEO, Khushi Advertising. Indoor advertising is a powerful medium to target specific groups of customers in the desired ambient avenues, as you know exactly who you are reaching. It provides a clutter-free placement of the advertisement and provides an opportunity to advertisers to reach these consumers in an innovative manner.”
