Big Entertainment launches Bigoye.com with spoofs

The group has launched a movie based entertainment site with the help of a campaign that spoofs recent flop movies

If you see a man hanging himself with a rope on a hoarding, don't be surprised – it is a part of Bigoye.com's new campaign. Reliance Anil Dhirubhai Ambani Group's Big Entertainment recently announced the launch of its entertainment website, Bigoye.com, which is devoted to film enthusiasts and celebrities.

Bigoye.com offers film trivia, information, news, reviews and celebrity gossip. The launch campaign provides an insight into the kind of content the website offers and creates an immediate emotional connect with film buffs. To announce the launch, the company rolled out a witty OOH advertising campaign in the Bollywood capital, Mumbai.

The campaign is centred around spoofs on recent movies, which didn't perform well at the box office. One of the creatives is a spoof on the Mallika Sherawat-Rahul Bose starrer, Maan Gaye Mughal-e-Azam. The ad is designed like the film's poster and reads Maar Gaye Mughal-e-Azam, with a cutout of a man hanging from a real rope from the top of the hoarding.

Another spoof was done on Goldie Behl's Abhishek Bachchan starrer, Drona. The creative for this again resembles the film's poster and reads Jaldi Behl's Rona. Movies such as Tashan and Heroes have also been spoofed, called Tension and Zeroes, respectively. The campaign hits its message home with the punchline, 'Hit gayi ya pit gayi?... jaaniye... Bigoye.com.'

Discussing the new website and the campaign, Arun Mehra, chief marketing officer, Zapak Digital Entertainment, one of the key partners in Bigoye.com, tells afaqs!, “The word, Big, follows the architecture of all the brands under the umbrella of Reliance Big Entertainment and 'oye' represents exuberance and fun and is in complete sync with the flavour of the website.”

He adds, “Bigoye.com is a one-stop entertainment website. We aspire to become the definitive destination for news and views on all movies – Bollywood, Hollywood, regional and international. The advertising campaign designed for the launch phase is based on this passion for movies and will surely catch everybody's attention.”

The whole idea of launching Bigoye.com with an outdoor campaign was to attract the trade and film fraternity. Therefore, the campaign primarily covers the area which houses them – between Bandra and Andheri in Mumbai. It engages directly with its target audience, driving home the Bigoye message.

Neerja Kale, head, business development, Marching Ants, the creative agency for the campaign, says, “Innovation and creating disruption was the key focus for the outdoor campaign. The depiction in a lighter vein not just drives home the brand message, but also resonates well with each one of us as a movie viewer.”

Besides the trade and the film fraternity, the website also targets movie buffs.

Bigoye.com is seamlessly integrated with partner sites such as BigAdda, Zapak and BigFlix. The website offers special movie based games powered by Zapak, while BigFlix offers the convenience of ordering movie DVDs at home. One can also catch up with the latest blogs, reviews and videos from BigAdda.com. This integration makes Bigoye a consolidated single product for Bollywood. The website offers value added services, too, such as booking show tickets, exclusive merchandise and new ringtones.