Multi Screen Media-owned movie entertainment channel SET Max is running a campaign titled 'Yahan Badtameezi Nahi Chalegi' to catch eyeballs for the premiere of the Hindi movie, Yeh Jawaani Hai Deewani, on the channel.
The thought behind the campaign is 'Yahan Badtameezi nahi chalegi, badtameezi chalegi toh sirf Max par'. Speaking about the idea, Vaishali Sharma, VP, marketing, SET Max, says, "It is a youth centric film that shows love, aspirations, drama, marriage and friendship. The protagonists of the film are the youth and their appeal is widely popular among this segment. Taking a cue from the famous song of the film Badtameez Dil, we have done our campaign around Badtameezi with a twist, inviting people to share their style of Badtameezi at different touch points."
SET Max has erected billboards at strategic locations across Mumbai and Delhi to promote the premier. In an innovative outdoor creative at Mahim Junction in Mumbai, the billboard sports the words 'badtameez dil', which light up consecutively one after the other. The words flow between a larger than life back-lit image of the protagonists of the film on one end and the details of the premier of the film along with the channel logo on the other. The OOH agency for the project is Storyboard Brandcom.
Other eye catching hoardings are seen on bus Q shelters across Mumbai and Delhi, featuring the stars of the film in their iconic poses. At landmark locations such as Gateway of India and Bandstand, a line of standees remind people that no badtameezi will be tolerated.
Four Barista cafes have been used for activations in Mumbai, along with five pubs across Delhi and Mumbai. The activation involves promoters performing skits with the message 'Yahan Badtameezi nahi chalegi'. In the pubs, bouncers wear T-shirts showcasing the details of the premier.
SET Max has also engaged 5,000 auto rickshaws across these two markets. The autos carry a creative featuring Ranbir Kapoor with the catch line, 'No Badtameezi Ok Please', along with details of the airing.
In an interesting cinema branding, the channel has recorded a message in Ranbir Kapoor's voice. The message asks people to switch off their mobile phones during the movie. The branding involves tie ups with several cinema chains such as PVR, Cinemax, Fame Inox and DT, and single cinema halls across more than 20 markets, covering more than 500 halls.
On the digital front, an app has been created on Facebook. People can find out 'What kind of Badtameez are you?' and also share it with their friends. There are contests on Twitter as well and promotions on YouTube. The digital agency for the project is Hungama Digital.
On the radio medium, the channel will run extensive contests throughout the week, asking people to talk about their badtameezi. The channel is also running an extensive print campaign for the promotion of the film across national and regional papers such as Bombay Times, NBT, HT City + Café, Dainik Jagran, Dainik Lokmat, Dainik Saamna, Dainik Ekmat, Mathrubhumi, Ajit, Rajasthan Patrika, Dainik Bhaskar and Divya Bhaskar.
Along with the Sony bouquet of channels, the TVC promotion covers youth and kids' channels.