Friday, March 2, 2012


Close up brand associates with Film "London, Paris, New York" and a chance to encounter Bollywood

Just before the release of the film, Ali Zafar and Aditi Rao who headed straight from the airport for close up encounter were ecstatic at the brand association and on the release of the film which had amazing response

Close up since its launch, has been synonymous with ‘Freshness’ that gives you the confidence to to get close to someone and Fox Star Studios & Rose Movies "London Paris New york" is all about freshness.The team associated with new commercial PASS AAO with "London Paris New York" in presence of Ali Zafar, Aditi Rao Hydari, Giriraj Iyer of Hindustan Lever, producers Goldie Behl & Shrishti Arya.

Close up, since its launch, has been synonymous with ‘Freshness’ that gives you the confidence to to get close to someone. The brand has always had communication that appeals to the youth, one that has always been unique and fun; using music, song and dance to get its message across. It is aimed at every person who is young at heart. The inherent messaging around confidence and romance lends it a very young image. Right from the iconic “Kya aap Close-up karte hain…” ads to the current “Achanak Mauke” ads all have a youthful and vibrant flavor, reflecting on the audience we speak to and instilling in them a sense of confidence to make the most of any opportunities coming their way.

The incumbent ‘Achanak Mauke’ campaign of Close up speaks about the chance encounters that we might come across in everyday life which one has to be ready for. Close up gives you the confidence to take these moments head on and come out a winner.

London, Paris, New York (LPNY) in more ways than one represents the above mentioned. It has two young characters – Nikhil played by Ali Zafar of Bin Tere Laden fame & Lalitha played by Aditi Rao Hydari. The film follows their journey of love as they meet in London, Paris and New York for a night in each city, thus representing their ‘Achanak Mauke’.

It has been said that “Cinema in India is like brushing your teeth in the morning. You can't escape it.” This fact is even truer for the youth, hence a brand like Close-up associating with movies and in this case especially with LPNY was a logical choice; Indian audiences love Bollywood movies and hence as a brand getting the relevant message across to the TG is a win-win situation for both the brand as well as the respective movie.

Close-up has a huge fan base on the Digital Space (currently at 8.67 lacs fans on the Face Book Page), hence as far as amplification of this association goes this fan base take center stage. There are a slew of Quizzes on the page related to the movie and the central campaign idea of close up. There is also a co-branded contest that we are running on the page as well as on the mobile medium which encourages users to submit their “Chance Encounter/ Achanak Mauke” romantic stories and one couple out of these participants gets an all expenses paid trip to Dubai to attend the premier of LPNY, apart from this there are also other great prizes to be won.