BigFlix.com rebranded, launches media campaign

The movie rental service has launched a TVC and will be promoting itself on other media as well

Reliance ADAG’s online and offline movie rental service, BigFlicks, is now called BigFlix. Reliance has launched a mass media campaign, starting with a TV commercial, to promote the new branding of the service.

Speaking to afaqs!, Kamal Gianchandani, chief operating officer, BigFlix, says, “Flix is a shorter word. On the Internet, every letter counts. It also gives us more flexibility with the logo.” Asked whether the brand would clash with NetFlix, the US based 11 year old online rental company, Gianchandani says, “People will not find it difficult to distinguish between the two. Besides, we are meeting a different need gap. We have movies in 12 Indian languages.”

The TVC
for the campaign has been launched and is the first for an online movie rental service in India. It shows three genres of movies – romance, action and comedy. In spoof style, the TVC shows people imitating scenes from movies such as Saawariya, Matrix and Om Shanti Om, representing each genre. The tagline for the campaign is, ‘Ab aam zindagi ban jaye filmy’.

The TVC was conceptualised by creative agency Law and Kenneth and produced by Vinay Narkar of The Reel Co. It was directed by Adarsh Gupta.

Vinay Upadhyay, senior creative director, Law and Kenneth, says, “The proposition of the campaign is that BigFlix has the largest collection of movies. So, you don’t realise where reality ends and movies begin.” Talking about the execution, Upadhyay says that some computer generated graphics were used for the Matrix sequence of the TVC.

BigFlix is also rolling out a campaign in print, out of home (including cinema), radio, below-the-line (BTL) and the Internet. Gianchandani would not divulge the investment in the campaign, but he says it is “significant” and will run for two months. “We want to take ownership of the category,” he adds.

BTL activities will be done in stores and malls. The online ads will be membership driven and based on lead generation.

BigFlix is promoting its online service, www.bigflix.com, as well as its DVD rental stores in 10 cities. The company aims to have 200 stores by the end of the financial year, 2008-09.

Seventymm and MovieMart also have online movie rental services in India.