Imagine stepping into a lively, busy Bangalore movie theater. The excitement grows as the lights go down and the movie starts. Suddenly, during the movie interval, a quick, eye-catching slideshow flashes on the big screen, inviting viewers to indulge in the latest, refreshing drinks from Mother Dairy. A brief, striking slideshow that invites viewers to enjoy Mother Dairy’s recently launched refreshing drinks popped up on the big screen during the movie break.
What if this simple yet strategic move could turn moviegoers into loyal customers? That’s exactly what One Advertising set out to do, and the results were nothing short of impressive.
The Challenge: Effectively Reaching Bangalore's City Youth
One Advertising is a group of seasoned experts with vast expertise in a variety of sectors, not just another firm. A new line of cold beverages designed for Bangalore’s young, urban population was being introduced by Mother Dairy, a reputable brand in the dairy and beverage sector.
Their clear objective was to increase foot traffic to their stores, raise product awareness, and promote trial among city youngsters.
Reaching this target demographic, which is mostly between the ages of 15 and 35, in a city as vibrant and crowded as Bangalore, however, was very challenging. Even though they were beneficial, traditional advertising platforms like billboards, radio, and digital commercials often failed to provide the immediate, local influence that can affect impulsive buying decisions. A media that was local, engaging, and contextually relevant was required by Mother Dairy. It needed to be time-efficient, economical, and able to convey a powerful message quickly.
A media that was local, engaging, and contextually relevant was required by Mother Dairy. It needed to be time-efficient, economical, and able to convey a powerful message quickly.
Why Cinema Advertising?
We at One Advertising think that no two companies are same. We don’t rely on prefabricated solutions because of this. Rather, we go One Advertising team advised cinema advertising after weighing their choices, and with good reason:
In strategic neighborhoods, Mother Dairy’s outlets are close to a number of movie theaters. This implies that hyper-localized and personalized advertising may be possible.
Engaged AudienceAudiences are at ease and open to new ideas. They are more receptive to marketing messaging because they are already engaged in entertainment.
Demographics Match
The target demographic is precisely those between the ages of 15 and 35, who make up around 80% of moviegoers.
High Visual Impact & Recall
Short, striking commercials during movie breaks have been shown to leave a lasting impact.
The Short, Snappy, and Localized Campaign Strategy
The plan was simple yet strategically planned:
The movie interval included a 10-second slideshow ad. Advertising at a few theatres in Bangalore for two weeks.
In 10 key locations: JP Nagar’s Indiranagar, Jayanagar, Whitefield, Commercial Street, Koramangala, Marks Road, Marathahalli, Malleshwaram, and Sarjapur Main Road, each screen is available in movie theatres near Mother Dairy’s stores.
By focusing on these regions, the campaign aimed to boost foot traffic and local publicity.
The movie interval included a 10-second slideshow ad. Advertising at a few theatres in Bangalore for two weeks.
In 10 key locations: JP Nagar’s Indiranagar, Jayanagar, Whitefield, Commercial Street, Koramangala, Marks Road, Marathahalli, Malleshwaram, and Sarjapur Main Road, each screen is available in movie theatres near Mother Dairy’s stores.
By focusing on these regions, the campaign aimed to boost foot traffic and local publicity.
The Investment: Cost-effective Local Advertising
The chain, screen size, location, and films screened all affect how much it costs to advertise at a movie theatre. For this campaign, a 10-second slideshow cost INR 103,332.60 to advertise on 30 screens for a week.
The total expenditure for the two-week campaign was around INR 206,665.20.
But what impact does that have on reach? To evaluate this, One Advertising made the following assumptions:
60% is the average occupancy rate. Every day, four shows are shown on each screen. 6,758 seats are available on all screens.
Calculation of Reach
Four programs a day, seven days a week, or 28 shows, are shown. The number of seats each show is 6,758 × 60% (occupancy) = 4,055 viewers. 4,055 x 28 = 113,540 is the total number of views for the week. Over two weeks, there were 113,540 × 2 = 227,080 viewers.
Accordingly, the cost per person reached is as follows:
The cost per reach is INR 103,332.60 / 113,540 = INR 0.91.
Since only 80% of these viewers are between the ages of 15 and 35, the effective cost per targeted viewer is as follows:
INR 0.91 / 0.80 = INR 1.14
Considering the immense visibility and importance of film advertising, this is a very cost-effective way to connect with Bangalore’s urban youth.
Results: Making an Impact with a Little Investment
At One Advertising, our ultimate objective is to support the expansioAs demonstrated by this campaign, targeted, localised movie theatre advertising may offer incredible reach at a fraction of conventional advertising costs.
Here are some significant findings:
High Audience Engagement
Movie breaks are the best periods for brand recall, and the brief slideshow kept viewers’ attention without detracting from their viewing experience.
Localised Footfalls
People who viewed the advertising were either in the vicinity or in the mood for a quick snack or drink because movie theatres are situated near retail locations.
Brand Awareness & Recall
Visitors were drawn in and encouraged to try Mother Dairy goods in-store by the slideshow’s succinct, striking imagery.
Efficiency in Cost
Especially when compared to other media options, the advertisement provided exceptional value at just INR 1.14 per targeted viewer.
The Bigger Picture: Why This Matters
This campaign is an excellent illustration of how smart, customised advertising in high-traffic, high-impact environments may provide quantifiable results for marketers aiming to reach urban teens. Being present where your audience spends their leisure time can help you leave a lasting impression when they are most receptive.
Using the power of movie theatre advertising, Mother Dairy boosted store traffic and enhanced brand awareness in Bangalore’s competitive beverage market.
Why Choose Only One Advertising?
At One Advertising, we believe it’s critical to develop campaigns that engage, connect, and yield results. We understand the nuances of local markets and the necessity for creative, cost-effective media strategies.
Whether it is through outdoor media, online marketing, or movie advertising, we help businesses create real relationships with their consumers at the precise time and place that counts most.
Leave A Comment