BookMyShow, launched in 2007, owned and operated by Big Tree Entertainment Pvt Ltd, is India’s leading entertainment destination and the one-stop shop for every out-of-home entertainment need. The firm is present in over 650 towns and BookMyShow is India’s leading entertainment destination and the one-stop shop for every out-of-home entertainment need.
‘My Safety First’ will help create awareness amongst consumers on the various levels of safety and hygiene measures available across different entertainment experiences listed on BookMyShow. This safety shield feature which has been created using BookMyShow’s robust consumer and data analytics will highlight the best practices being followed by partners across India and will facilitate a safer and more secure experience for users, right from the time of booking tickets to experiencing entertainment, on ground.
BookMyShow’s latest campaign film, themed ‘Unlocking Life’, highlights the time of the good old days of memorable entertainment experiences with friends and family in a new avatar, as people revisit their favourite forms of out-of-home entertainment experiences in the new normal.
Ashish Saksena, COO – Cinemas, BookMyShow, speaks about the campaign ‘Unlocking Life’, the brand’s journey and the way forward.
BookMyShow has transformed India’s entertainment ecosystem, catering to audiences across demographics and becoming the go-to destination for all things entertainment, including movies and live entertainment experiences. Tell us about the need for creating ‘Unlocking Life’ campaign.
BookMyShow is thrilled to welcome audiences to their favourite formats of out-of-home entertainment, yet again! As the preferred entertainment destination for millions of Indians, we understand that health and safety of all stakeholders is of utmost importance, now more than ever, and will be a key driver in reviving the entertainment ecosystem in India.
With our latest campaign themed ‘Unlocking Life’, we aim to celebrate India’s love for outdoor entertainment as we reimagine the vast array of entertainment experiences and how they will be rolled out in the times to come. Audiences across the country are finally gearing up to step out and make memories with their loved ones in these extraordinary times. The ‘My Safety First’ feature on our platform further strengthens our promise of providing safe entertainment to our users, whilst retaining the same measure of fun and vibrancy, and we urge all entertainment-lovers to make an informed decision as they get ready to experience entertainment in its new avatar, like never before!
What was the brief in creating this campaign? Take us through the entire process of ideation to the conceptualization of the campaign?
Over the years, BookMyShow has transformed India’s entertainment ecosystem, catering to audiences across demographics and becoming the go-to destination for all things entertainment, including movies and live entertainment experiences. Our deep user insights and extensive knowledge of consumption trends led to the genesis of the ‘Unlocking Life’ campaign, encompassing multiple personalised parameters for a user such as frequency of visits, past movies watched, preferred venues, live entertainment formats of interest, amongst others. Using this information, we tailored our efforts to give audiences a glimpse into the new face of entertainment that would suit their preferences encouraging them to return. This was at the core, our underlying thought behind the creation of the campaign.
The ‘Unlocking Life’ campaign comes at a time when entertainment in the country is starting its revival cycle after a 6 month-long pause, giving millions of Indians a much needed respite from the no-show phase. With a new integrated booking flow and a promotional campaign across digital, social and external media, the ideation and execution of campaign was spread over a few months. Helmed by BookMyShow’s in-house team, the film also highlights the platform’s latest safety feature ‘My Safety First’, which enables an absolutely safe and secure entertainment experience for users.
How largely is this campaign promoted? — Tell us about your promotional plan for the campaign?
The campaign aims to target entertainment-lovers across age groups, geographies and social setups through BookMyShow’s owned media across the digital medium and various social media platforms, with the spotlight on the all-new out-of-home entertainment experience – different but not a shred less than before! The ‘Unlocking Life’ campaign emphasises the importance of health and safety measures, now more than ever, putting our ‘My Safety First’ feature squarely at the centre of secure entertainment experiences.
How are you ensuring the importance of health and safety measures, now more than ever, putting ‘My Safety First’ firstly at the centre of secure entertainment experiences?
BookMyShow’s ‘My Safety First’ feature is designed to help create awareness amongst consumers on the various safety levels and hygiene measures available across different entertainment experiences listed on BookMyShow. This safety shield feature, which has been created using BookMyShow’s robust consumer and data analytics, highlights the best practices being followed by partners across India and will facilitate a safer and more secure experience for users, right from the time of booking tickets to experiencing entertainment, on ground. This feature is a natural extension of the safety expectations from consumers as gauged through BookMyShow’s ‘Back To Out-of-Home Entertainment’ surveys that found, more than 51% consumers wanted to step out of their homes for their favourite movies or events and the platform’s continued efforts to provide millions of Indians who use BookMyShow for all their entertainment needs, to provide a safe experience.
The ‘My Safety First’ tag will highlight various safety indicators available across movies and events listed on the platform, such as social distancing-based seating, thermal screening, contactless security check, availability of hand sanitizers, daily temperature check for staff members, availability of packaged food & beverages, limited occupancy in restrooms, compulsory masks, sanitization before every show amongst others, enabling users to see the various safety measures employed by partners and make an informed decision even before they step out to be a part of their favourite out-of-home entertainment experience.
What are your expectations from the campaign?
India is gearing up to step out and get back to its favourite entertainment experiences, as per BookMyShow’s recent Covid survey report titled ‘Back To Out-of-Home Entertainment’. The survey, (conducted with 4000 respondents who were active BookMyShow transactors) found that 54% of Indian entertainment lovers are eager to get to cinema theatres within 15-90 days of the lockdown lifting. There is no doubt that India’s love for cinema is celebrated the world over, with movies forming the core DNA of Indian consumers’ mind-set when it comes to out-of-home entertainment.
Keeping in mind the extraordinary times that we are in, the core concern today remains the health and safety of everyone involved and along with our partners; we have worked towards addressing that at the first step itself. For over 20 years, we have built compelling loyalty amongst consumers who come to us for all things entertainment and our aim was to restore consumer confidence as they get ready to step out again. Even through the pandemic, BookMyShow’s virtual offerings have been lapped up by audiences on the back of quality curations across genres. Through the campaign, we hope to remind consumers of the precious memories of watching movies on the big screen and reiterate our commitment of continuing to deliver a seamless experience with a complete guide to safety measures available on ground.
Since the start of the lockdown in March, BookMyShow has prioritised customer safety by changing tack swiftly and offering consumers a wide array of best-in-class virtual entertainment across genres that they could experience from the safety of their homes. For a smoother and richer quality of experience, the platform also launched BookMyShow Online, India’s first ever streaming platform for live entertainment, offering unique, interesting and compelling entertainment options for consumers across demographics.