As Bollywood film makers experiment with new story lines, the promotions of the new releases, too, are getting experimental. For the recently released movie, Band Baaja Baraat (Yash Raj Films), Digital Signage Networks (DSN) has executed a video wall campaign.
To popularise the movie, the company installed a video wall (with a screen and branding of the movie) at each Western Railway ticket window, where the screen plays content such as songs, promos and scenes from the movie, creating a digital poster effect.
What is so special about DSN's video wall property is that it combines the static (hoardings) and dynamic (television) elements together, presenting a pack with great punch and breaking through the clutter. "Clients have consistently seen more than 80 per cent recall in their messages," says Shah.
As for the reach of the activity, Shah says that with more than 40 lakh commuters travelling on Western Railways trains on a daily basis, the campaign will reach as many people. He adds that the video wall medium has grown to be a favourite amongst marketers for making big announcements in Mumbai.
YRF Studios is India's leading entertainment conglomerate. It is spearheaded by Yash Chopra - a leading light of the Indian entertainment industry for the last five decades.
DSN is a digital OOH company headquartered in Mumbai, with networks spread across 22 cities. Headed by Gaurang and Devang Shah, the company has a network of more than 1400 panels across Mumbai's Western and Central Railways, and outlets of Café Coffee Day and McDonald's.First Published : December 14, 2010