Indiantelevision.com Team

(27 July 2007 7:19 pm)

MUMBAI: Office and kitchen furniture range Godrej Interio has associated itself with the film Harry Potter and the Order of the Phoenix to promote its line of exclusive furniture in multiplexes through on-screen and off-screen advertising. This is the first time Godrej Interio has associated itself with a Hollywood film.

In a campaign conceptualized and executed by P9 Integrated Cinema Activation, on-screen activity begun for a period of two weeks starting from 13 July at multiplex chains across India wherein a TVC commercial of their products was showcased.

This was accompanied with an on-ground activity where promoters depicted a Godrej Interio wall at foyers of multiplexes where a replica of furniture sets were showcased in the TVC. Promoters invited patrons to select any one game of their choice from two puzzle games and the contestant needed to spot the six factors related to Harry Potter which are hidden in the Godrej Interio wall.

On completion of the game the winners were given goodies in the form of umbrellas, mugs and wristbands. Also, a lucky draw was conducted every Thursday and five winners were picked.

The campaign will culminate with a bumper draw to be conducted at 27 locations across the country. In Mumbai, VJ Anusha Dandhekar will pick the lucky winners and gift them Harry Potter's latest books, CDs and DVDs. This draw will also be conducted at all the 27 locations across the country.

P9 DGM Cinema activation Abhijeet Thakar said, "People spend an entire day at malls and multiplexes since it's a great place to hangout. Under cinema activation, direct interaction is possible between the brand and the consumer through a touch-and-feel experience. A lot of merchandise can also be given away in this process to the consumers."

"Harry Potter is an ideal platform for us to connect with the audience. The film is a blockbuster this year, and as usual, will have maximum number of viewers, hence it only helped us in connecting with our consumers more effectively," Godrej Interio said in a statement.