9X Jalwa engages customers with a mall-based Bollywood carnival

by EVENTFAQS Bureau | Marketing | August 29, 2013 | News

Commenting on the plan behind activation, Vjay Dewan, Chief Creative Guardian, Everything Goes! Communications, said: "As an experiential marketing agency we continuously look at creative challenges, and Oberoi Mall along with 9X Channel presented such a unique challenge. We were asked to create an interesting engagement to promote the channel's content, which is 2D in nature in a 3D format. Since 9X Jalwa is a film channel and we are currently celebrating 100 years of Indian cinema, we decided to bring to life the charm of old world Hindi movies with film posters; the once ubiquitous ambassador car, film songs, costumes along with the gigantic popcorn box to complete the effect."

A life-size popcorn unit and a painted ambassador car have been stationed within the mall, complete with mounted plasma screens to display 9X Jalwa's exclusive content. Bollywood posters and collages adorn these units. The ambassador, named the ‘Ganne Waali Gaadi' also plays popular songs from Hindi movies, with colourful display lights for company. Apart from this, lamp shades adorned with movie posters have been hung in passages and in the atrium to create an authentic Bollywood experience. In some areas of the mall, large television sets have been designed, which act as photo booths. Interested visitors can put on costumes from renowned films and get instant pictures clicked.

Speaking about the idea behind the activity, Kapil Sharma, VP - Marketing, 9X Media, said: "We were looking at connecting with our target profile at Oberoi Mall by bringing to life the experience of 9X Jalwa. Given that our channel's core offering is Bollywood hits, we decided to create a Bollywood themed activation around the songs that the 20-something generation has grown up with. Everything Goes! Communications has done a tremendous job of conceptualising this concept and recreating the nostalgic era of Bollywood movies. We are very happy with this association, as we have been able to reach out to our audiences and create brand awareness and engagement for 9X Jalwa."

The collaboration between the channel and the mall came to be as a result of the benefits of this activation. The activity gave Oberoi Mall an opportunity to increase its footfalls by providing a fresh interactive activity, and gave the media house a chance to promote its channel through on offline entertainment medium. In keeping with the idea behind the activity, 9XM also engaged in branding at Umang, an NM College festival in Mumbai, through print ads within the college premises.

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