Leading OOH media owning firm Srishti Communications executed a multi-city DOOH campaign for the promotion of Tamil action thriller Vikram that was released in theatres on June 3. The blockbuster movie, produced by Raaj Kamal Films International with iconic actor Kamal Haasan playing the lead role, has reportedly already clocked nearly 3x the budget expended within the first week of its release.
Srishti Communications under the stewardship of S Kumar, Managing Director of the firm, planned and executed a 15-day campaign for ‘Vikram’, exclusively on DOOH media in multiple cities that include Delhi, Chennai, Bengaluru, Tirupati, among others. The campaign was executed on as many as 2,800 DOOH screens.
Kumar told Media4Growth that the unveiling the campaign on the newly launched large DOOH screen at the Arrival gate of Chennai International Airport, where the OOH firm had recently acquired ad rights, was truly a high impact display. “Other than a vast number of DOOH screens in different cities that were used for the movie campaign, we also ran the promotion on our own media at airports in Mysuru, Belgaum, Hubli and Agatti where we hold advertising rights,” said Kumar.
To drive integrated communications for the movie promotion, Srishti Communications also executed a high impact social media campaign that complemented the DOOH advertising. Kumar stated that the campaign impact was visibly seen in the overwhelming audience response. “We unveiled the DOOH campaign 10 days prior to the movie release, and it ran for another 5 days,” he said, while adding that the movie release and promotion also got mentions on a number of TV channels, such as, Sun TV, Vijay TV, Raj TV, among others. The high decibel pre-release function was also covered live on several TV channels.
