MTS ties up with movie Housefull 2 as telecom partner
by EVENTFAQS Bureau | Corporate/Brand Marketing | March 12, 2012
MTS has tied up as the official telecom partner for the upcoming Bollywood movie, Housefull 2, as a cross promotion platform to promote their products. 3rd Rock Entertainment is the official agency on board to manage the promotional campaign and bring sponsors on board.
3rd Rock Entertainment will promote MTS products through various activities at MTS outlets, along with road shows and society activations. The dates of the activations, which will be held in Mumbai, are scheduled to be finalized in a week.
Commenting on the tie-up, Mehul Raja, Assistant Director - Brand and Marcom, MTS said: "We have associated with 3rd Rock Entertainment in the past and we saw this as a perfect opportunity to associate with the movie and promote our products. We plan to carry this forward to malls and are in talks with them."
Since this is a mass movie, the road shows will involve a van moving to different parts of the city, reaching out to a point of contact of 5,000 and a call for 50,000 people. Additionally, there will be contests that will give participants an opportunity to win an Alto car as a bumper prize, a meet and greet with the star cast of the movie, and a special screening of Housefull 2 for lucky MTS customers.
Commenting on the occasion, Prashant Shirsat, CMD, 3rd Rock Entertainment said: "3rd Rock Entertainment has brought MTS on board as the telecom partner and to promote the movie through both BTL and ATL mediums. We plan to get three more brands on board for the promotions of the movie, which will be finalised in a week."
3rd Rock Entertainment will promote the tie-up and the movie through outdoor hoardings, radio mentions and on-air contests. Apart from this, there will be advertorials in leading newspapers. Furthermore, there will be in-shop branding in the form of danglers, posters, tent cards and standees. The tie-up will also be promoted through online marketing.