Premium entertainment service Lionsgate Play has awarded its creative mandate to Havas Creative India; the business will be handled by the agency’s Mumbai office.
For the brand’s launch campaign Lionsgate and Havas Creative decided to go with a clutter-breaking quirky OOH campaign that has gone live across Delhi, Mumbai, and Pune.
The idea is to showcase multiple genres of movies to the same consumer emphasizing the breadth of Lionsgate Play’s premium content offering hence the brand tapped into prime outdoor presence in select pockets across the city.
The campaign is also tapping digital platforms where the call to action will be stronger and lead the user directly to the streaming partner’s app.
Rohit Jain MD Lionsgate Play India said “We are excited to get Havas Creative on board as our creative partner. Their thought process on the brand and the category is interesting and we look forward to building a strong brand here in India. We have always taken a bold stand, be it content where our superheroes are un-conventional like Hunger Games or while establishing a brand image, we like to be fearlessly bold in our approach. While OTT is an exciting category with many brands focusing on key titles to market themselves, we are looking at a consumer connect early in our journey so we can be relevant to our core audiences.”
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Commenting on the win and the campaign, Arindam Sengupta, Managing Partner – West & South, Havas Mumbai said “We are delighted to partner with a renowned as well as an innovative content player like Lionsgate Play, for its foray in the Indian market. In a content-first era, Lionsgate Play brings a great mix of premium quality content to the Indian audiences, given our Havas Vivendi offering in India, which has content at its core, our partnership seems perfect. We look forward to building a differentiated and unique positioning for brand Lionsgate Play in the dynamic Indian market.”
Talking about the creative idea behind the campaign Gururaj Rao Executive Creative Director Havas Mumbai said “ The idea emerged from the insight that one could watch blockbusters anywhere with LionsGate Play. And that too blockbusters from every genre. This led to a clutter-breaking campaign that attracts eyeballs with its witty innuendos and its quirky approach.