MAM
Crazeal, Citizen Watches and ASUS partner with Dark Knight
MUMBAI: As one of the most awaited Hollywood movies ‘The Dark Knight Rises‘ releases in India, the brands are leveraging the opportunity by partnering with it to increase their visibility and reach to their target consumers.
Crazeal is promoting its new ad campaign through the TDKR release. The company is hosting a special screening of the movie for its audience and is offering discounts on the movie tickets. The company will showcase its ‘Who Can Resist‘ campaign at the time of screening. It is holding the screening across nine cities including Mumbai, Delhi, Bangalore, Hyderabad, Chennai, Pune, Jaipur, Chandigarh and Kolkata. Special Crazeal-Batman memento will be given out and there will be on-ground activities.
Groupon India (parent company of Crazeal.com) CEO Ankur Warikoo said, “It is an experiential marketing activity. There is a similarity between the target audience of Crazeal and TDKR. We have tied-up with different theatres in different cities. We have taken the theatres that match with our target consumers. This will help increase visibility, engage our consumers and create a physical contact. We are also going to display our commercials of the new ad campaign.”
Crazeal CMO Sachin Kapur added, “Our target audience who we are tapping through this activity is mainly Gen X, because Gen Y has never been exposed to Batman comics. On the site we are just running the deal, but we are promoting this via our social media fan pages. It is a comprehensive BTL activity.”
Citizen Watches India has tied up with Warner Bros‘ The Dark Knight Rises (TDKR) to promote its new Super Titanium range. The company is launching a multi-media campaign via television, press, digital, outdoor, multi-brand stores across the country and ambient media in Cinema foyer.
Citizen Watches India MD Katsusuke Tokura said, “The Batman symbolises resilience, toughness and durability which co-relates to the new Super Titanium collection from Citizen ensuring a strong co-branding message to our target consumer”.
The media agency working on the account of Citizen Watches is Initiative media.
Initiative Media executive vice president – South Subhas Warrier added, “The tie up was very apt as the brand was looking for sstrong association that is topical in nature to coincide with the bringing of the Super Titanium range to the ever discerning Indian consumers. Talking to them through legendry movies such as The Dark Knight series leaves a stronger imprint in the consumer mind”.
Citizen Watch buyers had got a chance to watch the film at a Pre-screening before the World did. The selective buyers of the Super Titanium watch will be also given free movie passes.
ASUS and Warner Bros. have engaged in a special cooperative campaign to highlight TDKR. The caped crusader has chosen ASUS tablets and notebooks as the official portable computing products of his latest campaign.
From now until 31 August, ASUS and Warner Bros. are giving customers around the globe the chance to get more immersed in the thrills of The Dark Knight. In addition to joint marketing efforts, ASUS products are also set to act as the official sponsors of The Dark Knight premiere in select markets.
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