MUMBAI: Raj TV has lined up two film festivals down South this summer, to promote brand loyalty among its viewers.
Beginning 10 May, a Vijay film festival, comprising movies starring well known Southern film star Vijay is being held across seven towns in Tamil Nadu. Every Saturday for six weeks, the films are being screened at major theatres in the selected towns. Raj TV has spent an estimated one million rupees on promoting the event, via ads in the Daily Thanthi, Dinakaran dailies, as well as nearly 7000 wall posters and on air promos. Coke has been roped in as the title sponsor, while VIP and Dermicool are the associate sponsors, according to Raj TV's national sales head Shankar B.
While the channel had a similar film festival based on actor Rajnikanth's movies last year, it is the first time that Raj TV has convinced Coke into a partnership in the South. All the seven films, including the hit Badri are blockbusters, each having had an over 175 day run in cinema halls.
Next on the Raj TV agenda is a children's film festival, that will run from 19 May to 23 May. The festival envisages showcasing hit English kids's films like Batman, Spiderman, Magic Sword and Scooby Doo will be aired at the Woodlands theatre in Chennai and the Archana theatre in Coimbatore. Britannia and Nataraj are the chief sponsors for the event, for which Raj TV is spending close to Rs 2,50,000 in promotions.
Apart from enhancing brand equity, the festivals which have Raj TV giving out free tickets to viewers via contests and tie ups, will ensure brnad recall for the channel and increase loyalty, says Shankar.