Pix brings Smurf'd touch to malls

By Jhumur Nandi , afaqs!, New Delhi | In OOH News | May 01, 2012
Shoppers posed for pictures with the Smurf cartoon characters and were also given Smurf goodies including miniature Smurfs and masks distributed to kids. The kids and their parents also danced with the characters on the 'Smurfs song' at the malls.

In a bid to make an announcement about the animated movie The Smurfs, English movie channel Sony Pix organised a fun-filled activation at two malls in Delhi and Mumbai, engaging children, its target audience, as well as their parents.

'Get Smurf'd' activity

As a part of the 'Get Smurf'd' activity, the shoppers at the mall got a chance to meet the Smurfs and click pictures with them. Smurfs goodies including miniature Smurfs and masks were distributed to kids. Also, the kids and their parents danced with the characters on the 'Smurfs song' at the malls.

Commenting on the idea of the activation, Himmat Butalia, marketing head, Sony Pix, says, "In today's day and age, consumers are constantly bombarded with advertisements and messages through all possible media, due to which most of the communication fails to really influence the minds of consumers. This is where a good idea makes a huge difference. It not only has the power to get your brand's message across but also establishes a successful two-way communication."

Himmat Butalia

The channel aimed to create touch points for the Smurf characters to meet the kids in key markets. 'Get Smurf'd' enabled it to interact with families and kids together on the same platform. Music, dance, bright colours and special merchandise were all elements which made this activity enjoyable, not only for kids but also for adults.

The mall activation was carried out at Infinity 2 mall in Mumbai and Ambience Mall in Delhi over the weekend. The channel plans to do similar activations across the country.

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