And Pictures Channel: Chennai Express And You

UntitledA first of its kind, real-time dynamic campaign designed to get maximum exposure for the film’s premiere on the channel.

And Pictures, A Hindi Film Channel was showcasing Chennai Express Premiere and the biggest challenge for while promoting it was this: how do you go about promoting a film for which there have already been enough marketing campaigns, a lot of people have watched it and it has even aired on other zee channels previously.All the while making sure the buzz got translated into actual viewership.

The idea conceived by Brandlogist Communications, #ChennaiExpressAndYou-The Train Journey aimed at defying just this challenge. A team of 4 prominent bloggers was brought in and sent on the same journey SRK and Deepika Padukone’s characters in the film took. A journey to Rameshwaram via Chennai in the REAL Chennai Express Train.

 The aboves a picture of 4 bloggers who were just about to begin their journey on Chennai Express.Untitled

The bloggers had to complete some tasks during the journey, the tasks being crowdsourced from Twitterati and via the Indiblogger community.

While talking about the campaign Saurabh Parmar,CEO Brandlogist says “ The clear insight was that if we can get users to re-live the movie in their minds. Talk about all those moments which they had enjoyed beyond a fancy banner or a contest we could get them excited enough & that’s what just happened.”


Amisha Singh (119 Posts)

Avid Blogger, Digital Marketing Enthusiast, Entrepreneur, Product & Project Strategist, Nature Lover, Foodie.