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STAR Movies goes on-ground, Jackie Chan style

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | June 11, 2010
As part of the multi-city mall activation for the Jackie Chan Film Festival, shoppers in Delhi, Mumbai, Pune and Bengaluru were asked to participate in action-packed, Kung Fu-related interactive games

Last Monday saw the launch of the Jackie Chan Film Festival on STAR Movies, where 18 of Chan's most titles will be aired over the month of June. In a bid to create awareness and garner higher viewership, the English movie channel went on-ground, a few days before the commencement of the film festival.

& #BANNER1 & #Through the multi-city mall activation across Delhi, Mumbai, Pune and Bengaluru, the channel targeted premium and mid-segment audiences from SEC A and B.

Shoppers at these malls were asked to participate in action-packed, Kung Fu-related games. One of the games saw participants carrying wet bricks for 60 seconds. As part of the classical twister game that tested physical flexibility, participants had to pick up objects after twisting their bodies in a certain posture. Participants also got to try their hands on a 'nunchaku'. Blindfold hitting and coin balancing were a few of the other games.

Each participant was engaged in the games for not more than five minutes. The participants took home STAR Movies branded goodies.

The activity was conceptualised by STAR Movies, in association with Jagran Solutions, the activation arm of Jagran Prakashan.

Speaking on the activation, Ambika Sharma, COO, Jagran Solutions, says, "Jackie Chan is a brand by himself, and has a huge fan base. It was great to see how fast consumers connected with the initiative. Some of them performed so well, as if they had been practicing the 'nunchaku' and other action sequences for long. The response for the activity was overwhelming."

As a matter of fact, most of the channels under the STAR Group, including STAR Plus, STAR One and STAR Gold, use on-ground consistently.

STAR Plus recently conducted an on-ground activity for its show, Pratigya, which reflects a society where women are forced to tolerate disrespect and ill-treatment. During the activation, the protagonist of the show participated in a human chain along with 500 women, at Nariman Point in Mumbai. The women held placards carrying different messages, such as 'Stop eve teasing' and 'Stand against ill treatment'. This activity found a place in Limca Book of Records. Also, activities were conducted for Sabse Favourite Kaun, a STAR Gold property.