Designers (GOD) has bagged the advertising duties for Orama 4D theatres. Orama, launched in Mumbai in June 2006 at Atria Mall, is the first 4D theatre in India. Law & Kenneth was the agency conducting its advertising so far. Within a week's time, Orama will launch its second theatre in the city at Nirmal Lifestyle. There was no formal pitch for the business, which was awarded to GOD purely on the basis of its credentials.
Commenting on the win, Sandeep Bomble, agency head, GOD, and Vedobroto Roy, creative head, GOD, say that Orama is a unique offering and advertising for the brand would be fairly challenging. The core task for GOD will be to bring the 4D experience alive for people. Because it involves 4D, advertising on a 2D medium would fail to engage the audience.
Although conventional advertising media will be involved, it will be limited to introducing the brand. A major chunk of the advertising will be centred on on-ground activities, ambient promotions, outdoor advertising and other innovative activities to attract the audience and allow it to interact and experience the 4D brand.
By the end of this month, Orama will be launched in Ahmedabad and at the In-Orbit Mall in Mumbai. The advertising spend for the business is estimated to be Rs 3-4 crore. TV commercials will be part of the media mix, but will run only in movie theatres at select locations.
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