Interactive partners SpiceJet Airlines, Castrol for promotions

SpiceJet Airlines and Castrol have tied up with Interactive Television, a well-known movie marketing company, for their promotions. SpiceJet Airlines, for the uninitiated, is an about-to-be-launched low-fare, no-frills airline brand from the erstwhile airline company Modiluft.

As part of the airline's launch campaign, large replicas of aeroplanes bearing the SpiceJet logo will be hung from the ceilings of select malls/multiplexes across SpiceJet's key destinations. Interactive will be also arranging for various promotions centered around the displays.

Nures Sayeed, vice president - corporate communications, SpiceJet, says, "With this promotion, we hope to occupy a 24X7.top-of-mind of our consumers. We selected shopping malls because our TG is based here. Our objective is to take flying to the masses and the masses are taking to malls and multiplexes. Therefore, malls for us are a great meeting place."

For the record, SpiceJet is being launched by Royal Airways, which is the reincarnation of Modiluft. Modiluft was among the first private companies that stepped into the Indian aviation sector before it ceased its operations in 1996.

As for Castrol, the lubricants major has tied up with Broadmind Entertainment, a Group M company, and Interactive to conduct rural film festivals in Punjab, Haryana and Uttar Pradesh for the promotion of CRB Plus, a lubricant for tractors. The festival begins in the first week of May.

The movie list includes Gadar, Bandhan, Awara Pagal Deewana and four other titles. The festival is being organised with the primary purpose of gaining visibility and reaching out to Castrol's TG – the farmers. This promotion would cover 25-35 villages in each of the states.

Ajay Mehta, CEO, Interactive Television, says, "Movies are a passion for us, Indians. It is Interactive's constant endeavour to use movies and create clutter-breaking media properties for our clients to reach out to and connect to their target audience."

Interactive is an important player in the fast growing market of movies and cinema-based activation. With offices across the country, Interactive has the width to execute marketing programmes for corporates in cities as well as in villages with a population of as little as 2,000.

Interactive has been responsible for immense value-adds to promotions for corporates such as Samsung, HLL, Maruti, Hero Honda, Reckitt Benckiser, Seagram, Hutch, Motorola, Coca-Cola, Nestle, ITC Foods, Dabur, BPL, Perfetti Van Melle, Hewlett Packard, Bacardi, UB, Eveready, Reebok, and ICICI.

The services offered to clients range from sponsorship of films, film festivals (urban & rural), ticketed film promotions, in-film branding, in-theatre branding, special screenings and premieres. © 2005 agencyfaqs!