OBJECTIVE
Zee Cinema wanted to promote it’s World Premiere of the movie “Baar Baar Dekho” through a spectacular event in the outdoor ambient space.
They wanted to capitalize on the hit song “Kaala Chashma”, from the movie, and insisted on basing the initiative around the same.
The idea was to get the maximum coverage possible while appealing to the youth.
SOLUTION
A unique multi-city bike rally was conceptualized with 50 couples, dressed as grooms and brides, riding on 50 bikes, following a branded truck with an Emcee and the Kaala Chashma track playing all along.
A spectacular sight that grabbed every eyeball everywhere!
The rally visited colleges and other youth hubs where the Emcee facilitated live interaction and engagement and distributed branded black sunglasses.
Celebrities joined in the fun and people everywhere grooved to the Kaala Chashma track!
IMPACT
The rally directly interacted with and engaged over 80000 people across locations. A further 140000 people witnessed the engagement at these locations.
On-road visibility is estimated to have been over 16 lakh people.
The rally got extensive media coverage and the additional online audience was around 5 lakhs.
Substantial buzz was generated and the TV premiere recorded very high viewership.