Problem Snapshot
- Star Gold’s core objective was to increase viewership for film premieres
- Audience concentrated in Tier 2 and Tier 3 markets, not metros alone
- National English media had limited relevance for mass audiences
- Need to create strong local awareness ahead of key movie premieres such as Super 30, Lukka Chuppi, Total Dhamaal, Junglee
- Requirement for scale, speed, and cultural relevance across multiple regions
The Mandate
Regional media strategy Viewership-led publicity
Our Strategy
Activate regional audiences through on-ground engagement and hyper-local media to drive last-mile awareness and tune-in.
Our Approach
- Identified high-potential belts across North, North-West, Central, South and North-East India
- Supported city-level BTL activations aligned with upcoming movie premieres
- Leveraged visually engaging on-ground activities, including interactive quizzes and branded mobile units
- Captured activation moments and converted them into localised news stories
- Prioritised Tier 2 and Tier 3 print and regional media over national English publications
- Executed campaigns across 20–22 cities per film, ensuring consistent local buzz
- Enabled logo visibility and brand placement in select regional publications
