Devesh Gupta

Love on ground

SET Max is carrying out extensive promotions for the world television premiere of Aashiqui 2.

SET Max is all set for the world television premier of Aashiqui 2, a romantic movie starring Aditya Kapoor and Shraddha Kapoor, on July 28. And, to capture eyeballs, the channel has come up with a slew of activities on several platforms such as television, out of home, print, cinema and digital.

Love on ground
Love on ground
Love on ground
Love on ground
On the OOH platform, it has erected larger than life images of the protagonists at several key points across Delhi and Mumbai. The images feature the scene where the protagonists save themselves from the rain under a blazer.

Extending this innovation further, the channel will use several models as mannequins, who will stand at Bandstand and Marine Drive in Mumbai from Thursday. Representatives from the channel will join them with huge posters promoting the movie.

According to the research done by the channel, the movie was seen in large numbers by youth and young couples. So, to engage with them, it plans to launch a canter activity outside National College, Mumbai, which will involve a 'rose board'. The activity will require the students to pluck the flowers from the board. As the numbers of flowers reduce, the poster of the film will be revealed. Also, some of the flowers in the board will have dinner vouchers.

The popularity of the music of the film will also be used to tap audiences. At several 'musical bus stops', the film's music and the especially shot promos for the world premiere will be aired. About 10 such musical bus Q shelters have been spread across Delhi and Mumbai. The channel has also taken up 50 bus Q shelters for regular branding.

Apart from its network channels, SET Max has also booked spots on four music channels to air promos for the premier. Print advertisements have started appearing in major dailies across UP, Rajasthan, Delhi, Mumbai, Kolkata and other cities. Some of the dailies are HT, Dainik Jagran, Dainik Lokmat, Dainik Bhaskar, TOI, Divya Bhaskar and ABP.

Promos are also being run across cinema chains in Mumbai along with the latest releases such as Bhaag Milkha Bhaag and Ramaiya Vastavaiya.

The OOH has been executed by Storyboard Brandcomm, while the creative has been designed by JWT.

On the digital front, the channel has launched a love meter app ( and is giving out tips on love. It is also inviting people to upload their favourite romantic moments on FB and several of them will be shown during the film. The digital activity has run for nearly two weeks.

A contest to be run on the day the movie is aired will give winners a chance to meet the stars. Speaking on the plan, Vaishali Sharma, head, marketing, SET Max, says, "There were three insights that we used to plan this campaign. Firstly, it was a popular romantic flick so we had to create the same magic. Secondly, the music of the film was extremely popular, so we had to integrate that into our plan and lastly, the romance of the film had to shown in a larger than life way."

Max is the movies channel backed by Sony Pictures Television International (SPTI). Some of the on-air movie properties of the channel are 'Sunday Housefull', 'Ab Tak Bachchan' and 'Maha Movie'. It was launched in 1999 and reaches out to more than 45 million households in India.