Lowe Lintas, which has conceptualized the new campaign, recently won the Bookmyshow creative mandate after a multi-agency pitch process. The new identity has been designed by Lemon Designs
BestMediaInfo Bureau | Mumbai | November 27, 2013
Bookmyshow.com, India’s largest and most preferred entertainment ticketing platform, unveiled its new brand identity consisting of a refreshed company logo and tagline. The new identity represents the company’s ideology of ensuring simplicity and accessibility in its offerings to customers. The company also announced the rollout of its first ATL marketing campaign, appointing Lowe Lintas as its creative partner.
Unveiling the company’s new identity, Ashish Hemrajani, Founder and CEO, Bookmyshow, said, “Bookmyshow.com has evolved rapidly and has become synonymous with online entertainment ticketing in India. Keeping this in mind, we felt that the company identity no longer reflected what Bookmyshow as a company represents. This rebranding is our inflection point. Extensive research and many integral aspects were taken into consideration during the creation of this new identity. We believe the new identity perfectly captures our current standing and future aspirations as a company. We have also introduced a refreshed tagline, which perfectly captures and communicates the three key things we do for our customers – we book their show, time and seats. Simple and clear!”
Each element of the new company identity represents the key attributes of Bookmyshow as a company. The new identity retains continuity from the older logo of an enclosed ‘my’ and the ‘book’ and ‘show’ on either side, with a transition from the 3D ball to a ‘ticket’. This transition and the retention of the older construction suggest progressive evolution of the company’s offerings. The ticket represents the simplicity of offering ‘a ticket’ to anything in entertainment and providing ‘ease of access’ for consumers to the latest that’s happening in the country, be it movies, theatre, sports or events. The new tagline, ‘My Show. My Time. My Seat’, represents consumer choice and convenience, i.e., an assured seat for a show and time of choice. The new company identity has been designed by Lemon Designs.
In addition to the unveiling of its new identity, the company also announced its first ever ATL marketing campaign. The marketing campaign mainly comprises three mediums – television, cinema and digital. Besides reinforcing the new brand identity, the primary focus for the marketing campaign will be to create awareness and induce customers to buy their entertainment tickets online.
Talking about the key objective behind the marketing campaign, Ashish Hemrajani, Founder and CEO, said, “Currently, only 10 per cent of the Indian audience buys tickets online on an average. We see a great potential for market expansion, especially with the accelerated growth of the Indian film industry and emergence of smartphones in India. In fact, India ranks as the second highest in the world in terms of digital buys through mobile. Even in Tier II and III cities, we have witnessed a phenomenal growth ranging from 150-600 per cent. Being market leaders in the online ticketing space, we are now looking at growing the online ticketing category with this marketing campaign. We are aiming to change consumer habits and persuade the 90 per cent offline ticket buyers to buy tickets online.”
The cinema campaign was rolled out on November 15, 2013 alongside the release of the Hindi film ‘Ram Leela’. The cinema campaign will be activated in leading multiplexes and single screens across 40 cities in India. The television campaign will be rolled out in December 2013.
After a multi-agency pitch held in Mumbai, Lowe Lintas was appointed as creative partner for Bookmyshow.com’s marketing campaign. The creatives of the campaign have been conceptualised around movies and cinemas, with the advertisements centreed on different genres of films such as suspense, tragedy and love triangle. The ads have been dubbed in five other languages, namely, Kannada, Bengali, Malayalam, Telugu and Tamil.
R Balki, Chairman and Chief Creative Officer, Lowe Lintas & Partners, said, “There can be no greater joy in advertising than creating ideas for a product you use and love. BookMyShow is one of the rare products where we can craft communication as consumers. Such a rare pleasure!”
The account will be handled by Lowe Mumbai, led by Raj Gupta, President, Lowe Lintas. Speaking of the partnership, he said, “BookMyShow is a transformational business model; we wish to make it a revolutionary brand too.”