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WB impresses movie lovers with Shared Love for Hollywood

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | June 02, 2009
The WB campaign has been launched in Mumbai, Delhi and Kolkata. The campaign will be extended to other cities as well

English movie channel WB is evoking curiosity amongst ardent Hollywood followers through its recently launched marketing campaign, Shared Love for Hollywood.

The WB campaign interweaves iconic dialogues and memorable moments of Warner Bros films, leaving viewers asking for more. Targeted at Hollywood fans, the campaign, Shared Love for Hollywood, re-creates the most famous and all time favourite Hollywood moments, mirroring Warner Bros' prolific and iconic content. The marketing campaign presents the well known WB shield in its full glory, epitomising everything about Hollywood.

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Monica Tata, vice-president and deputy general manager, Entertainment Networks, South Asia, Turner International India, says, "The campaign targets young urbanites aged 15-44 years in SEC AB. WB is the ultimate destination for Hollywood enthusiasts in India who crave for their favourite Hollywood entertainment. The communication makes them sit up and exclaim 'Now that's Hollywood'. Our endeavour is to establish, foster and forge a relationship between the WB brand and viewers such that they identify WB as their gateway to Hollywood."

The WB campaign has been created by M&C Saatchi. The creative agency was asked to render an aspiration value to WB that would connect with the Hollywood enthusiasts, going beyond momentary engagement.

Tata shares, "One of the key insights from a consumer research was that the iconic WB shield enjoyed instant recall and was regarded as a symbol of 'great entertainment'. Hence, the mandate of the campaign was to build and leverage the existing consumer perception and the brand salience of the iconic WB shield."

The overriding message of 'Shared loved for Hollywood' has been interwoven across media. On the mass media platforms, it will help the movie channel build imagery and connect with the brand. In the below-the-line space, it will facilitate a dialogue between Hollywood fans and the brand - in the form of interactive communication revolving around shared passion and iconic moments epitomising Hollywood.

Sumantra Sengupta, chief executive officer, M&C Saatchi, illustrates the objective of the campaign and the challenges in coming up with the communication, "We had been tasked to make WB the top of the mind channel for English movie viewers. The English movie channel space is a niche segment with several players. With most of these channels contributing to increasing decibel levels around titles and big blockbusters in their marketing, we had to find a way to differentiate our offering. Thus, the marketing campaign hits out at Hollywood aficionados and at the same time, initiates a dialogue with the viewers."

WB is an iconic brand and is symbolic of Hollywood - and this message is encapsulated in its tagline, Now that's Hollywood. While WB has several iconic movies, the communication is focused on a more emotional plane, rather than playing around with the title game.

The campaign builds on WB's brand proposition that it understands what the audience loves about movies because it makes movies that audiences love. Sengupta elaborates, "The campaign builds on this shared love, which is often expressed by audiences in the way they recount memorable dialogues from their favourite movies. In order to demonstrate this shared love, WB in the campaign plays back the memorable lines - almost like yet another Hollywood movie buff. This is what makes it 'The movie channel for those who love Hollywood'."

The campaign is spread across TV, above the line and below-the-line. Branded spaces in malls such as Inorbit and Oberoi in Mumbai and hoardings with the message - Now that's Hollywood - catch the eye of the people. MGF Metropolitan mall and Ansal Plaza in Delhi also carry the WB message.

To reach out to its target group, WB has tied up with PVR and Cafe Coffee Day. It is also making its presence felt at several outlets of Crosswords Bookstores.

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