Following a & #BANNER1 & # multi-agency pitch, Everest has acquired the creative duties for Fun Cinemas. The size of the business is estimated to be Rs 6-9 crore. Madison is the AOR on the business.
The incumbent agency was Marching Ants.
Vishal Kapoor, COO, Fun Cinemas, confirms to agencyfaqs!, "The line of thinking that the agency was on, matched ours."
B Sridhar, branch head and general manager, Everest Brand Solutions, Mumbai, adds, "We were able to provide not only creative solutions, but also business solutions to the client, and that was appreciated."
Fun Cinemas possesses nine properties in five cities: five multiplexes in Delhi and one each in Mumbai, Ahmedabad, Chandigarh and Jaipur. It plans to spread to other cities by setting up 13 cinemas by the end of 2006. For this, Fun Cinemas required an agency that would help it align the brand with the consumer's expectations.
Talking about the strategy that was presented to the client, Sridhar says, "There are two ends of the spectrum - content and consumer. Content being the same, we decided to focus on the consumer and tried to find the reason why a consumer comes to a multiplex and watches a movie. We provided a solution to attracting the consumer in an innovative way."
Vishal Anand, V-P, marketing, Fun Cinemas, explains the media spends: "The media mix would be heavier on print and radio. Outdoor would also be considered. Of the total advertising budget, media buying would constitute around Rs 3 crore. An ad film on Fun Cinemas will be out in early November 2006."
© 2006 agencyfaqs!