Multiplex chain PVR Inox has launched a multi-film campaign themed ‘Fresh Dekho, Bada Dekho’.
The campaign uses humorous plots to make the brand’s pitch – of watching movies as they are released (fresh) in cinemas (bada), rather than wait for them to be released on OTT platforms.
One of the films is set in a kitty party where a woman rushes in, eager to break the news of someone’s daughter eloping with the pizza delivery boy. Everyone in the room knows already, and they know more – including the saucy details – than her. She is shocked. The brand states that some stories become old by the time they reach you, and urges viewers to ‘Fresh Dekho, Bada Dekho’ at a PVR screen near you.
Kitty Party
Another plot features an office worker ‘breaking’ the news of the boss quitting to his colleagues, only to learn that they are far more aware of the developments than he is. A similar situation ensues to a player in a cricketers’ locker room.
Office Boss
Locker Room
Another couple of films break away from the ‘breaking news’ theme, while staying with the larger message. They feature a wife and husband and his brother. In one of the films, as the husband chides the others for wasting their time going to the movie, when the film will be on TV in a few weeks. The wife tells her spouse as she exits to heat the leftovers for his meal. The brand steps in to underline the value of ‘fresh’.
Heat and Eat
When the husband struggles to find the remote to watch an India-Pakistan match, his brother rubs it in by telling him that he can always watch the repeat telecast. The lady of the house laughs at her husband’s predicament. Again, the brand underlines the value of ‘fresh’.
Repeat Telecast
The films have been conceptualised by The Titus Upputuru Company and the series went live on YouTube two weeks ago.
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