STAR Movies creates Bond effect

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | June 29, 2011
The campaign promotes the month-long ' Forever Bond' film festival; it aims to reach out to 15-35-year-olds belonging to SEC A.

STAR Movies has launched an extensive campaign to promote Forever Bond, a month-long film festival starting from July 1 featuring the oldest classics to the newest Bond films. The campaign involves on-air, outdoor and digital.

STAR Movies will create live hoardings in the streets of Mumbai, enabling passersby to get a feel of James Bond. In the live hoardings, an actor clothed in the James Bond attire stands in the space made within the hoarding and tries to grab attention through activities such as dancing and shooting with a laser gun. The campaign will be rolled out on July 1.

STAR Movies has also tied up with Hard Rock Cafe (HRC) to celebrate Forever Bond for a month across all HRC outlets in five cities in India, including Delhi, Mumbai, Bengaluru, Hyderabad and Pune. As part of the activation, all visitors at HRC can experience the taste of special Bond martini cocktails and a signature James Bond dance by the bartenders once every night from June 30.

The campaign aims to promote the month-long 'Forever Bond' film festival, reach out to 15-35 year olds belonging to SEC A, and let them experience the James Bond fever.

The entire campaign is based on the strong insight that 'Men fantasize to live the Bond life for the cars, the women, the gadgets and the overall adrenaline high'.

STAR Movies has also created a TVC that revolves around a regular man who dreams and lives the Bond life from childhood. This TVC has been produced by the in-house team of STAR Movies and will be aired across leading TV channels in July.

Another initiative, called Mission 007, will be on air every day at 11 pm on the channel. A unique 4-digit secret code, along with a telephone number for call to action, will flash on STAR Movies. On dialling the number and providing the secret code, participants will get an opportunity to relive the James Bond experience as seen in the films.

On the digital front, STAR Movies will place interactive banners across various portals that will allow users to register and destroy live pages as a part of a James Bond gaming experience. Apart from this, an app will be launched, which will allow viewers to drive the Bond car on web pages and use all the gadgets of the car.

In addition to this, James Bond and STAR Movies fans can keep themselves updated about trivia such as mixing the Bond martini, how to wear a tuxedo, how to pick up a girl in a bar and play the perfect Bond girl through Facebook Fan Page applications.

Commenting on the campaign, Saurabh Yagnik, general manager and senior vice-president, English channels, STAR India, says, "We are proud to present a ground-breaking, modern and captivating campaign called 'Forever Bond', that will not just allow audiences to be a part of this festival, but give each of them an opportunity to relive the entire Bond experience."

Yagnik adds, "In the past, all James Bond movies have been well-received on our channel and our ratings have soared tremendously during these screenings. Hence, packaging the best of Bond for audiences is a delight and we are confident that it will be a raging success for the channel. We aim to enhance experiences beyond television and are certain to capture a large share of the heart of the audience across the country."

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