TVC: BookMyShow.com – Triangle and Sad Endings
By Malay Desai By: Lowe Lintas Two new spots for the online ticketing site BookMyShow follow a Bollywood theme and show college-goers. In ‘Triangle’, a young man is shown taking increasing interest towards an attractive girl, overlooking his plain Jane friend. After showing various moments of this love triangle, the film winds up at a theatre where the three get separate seats. In ‘Sad Endings’, a group of youngsters are shown being disappointed at not having enough money to buy the only seats available at the counter, and subsequently even losing the money they have in the melodrama that follows. Both films end by talking of different features of the site. Do we like It’s the thick of the second shopping season of our year and another critical week for Bollywood. It’s the time when the rising middle class tries to show off its purchasing power but still looks for those loyalty points and one-plus-one offers. E-commerce sites have been doing their best to be visible, and among the loud forerunners is that start-up that got huge, BookMyShow (BMS). As CEO Ashish Hemrajani hits the press and discusses the forthcoming tidings of his venture now under Network18, the marketing boys have duly reminded perhaps their biggest target audience — college-goers of their presence. The two films, each of 50 seconds have all the ingredients of hitting the sweet spot of the people it intends to. In one, an Ishq Vishk type love triangle featuring a hot babe, plain Jane and a boy next door, BMS tries to impress upon the viewer that awkward seating isn’t fun. ‘Triangle filmo mein theek hai’, the voiceover begins, before showing off the BMS app that allows one to book the right seats. In another, a group of friends are shown shattered hearing that the cheaper tickets are gone and they’d have to shell out 350 bucks for a movie, evidently too much by collegian standards. Smartly enough, after talking of booking cheaper shows online, the spot also mentions special offers, which are quite popular with card holders. What works for both films — apart from of course young faces and a funny storyboard — is the melodrama. With the exaggerated Bollywood-style music going off at well-timed moments and some slow-mo shots especially in the ‘sad ending’ spot, the effect is hilarious, well at least from the perspective of a 21-year-old. BMS does a lot of other ticketing, but Bollywood promises a safe route of communication. There are no risks in a masala film, and especially one which talks of a relevant feature of the product toward its end, it becomes a sureshot hit. They might not feature in award lists next year, but that’s not what they’re aiming for anyway. As Dhoom 3 rakes in the good reviews and producers begin counting their cash, one BMS will hope the middle-class melodrama will continue. Merry wali Christmas! To watch both these films, visit Youtube.com/BookMyShow SOCIAL NEWSFEED Bold brands support the LGBT cause It may look like a move for a cause but is eventually smart marketing. As the regressive Supreme Court ruling riled up the youngsters on social media, some brands were quick to jump on the wave and make statements, albeit with their logos and opinionated quips. Amul was perhaps the first to make a special cartoon with its girl doing the last rites to ‘freedom of choice’; followed by accessory brand Fastrack which made clever takes on coming out of the closet. Online retailer Myntra played with its ‘M’ logo to make a witty statement, while Tanishq, recently in the news for its take on remarriage, made a subtle point too. Needless to say, this stuff viralled in no time and earned good mindspace. Why not, after all, most of those who are supporting the cause are important target audiences too, right? United Colors of Benetton likes this While FB deletes a #GayforaDay picture, then reinstates On the other hand, the big daddy of social networks couldn’t help playing safe after a Sikh man posted a picture of him kissing another guy as part of the ‘Global day of rage’ outrage last week against the SC ruling. While Indians in over a dozen countries made their stand against the regressive ruling clear, one Kanwar Anit Singh Saini from Toronto found his post ‘mistakenly removed’ by Facebook after it attracted a bunch of comments. Not surprisingly, the speech language pathologist-turned-producer-DJ’s rebellious post was cross-posted across social networks and the big daddy was rebuked for its behaviour. One thing’s for sure, FB got it straight after it apologised and reinstated the picture. Toronto Munda like this Cross-section of 2013: Top Pinterest Pins If you’ve already seen the Google Zeitgeist 2013 video and are pretty done with the ‘best/worst’ lists of the year, here’s a breath of fresh content you must spend time on for a flashback. Pinterest, that community pinboard we have been recommending you to use from the past year or so, has just published the top 20 ‘pins’ i.e. posts from the year, neatly categorised under various subjects. It’s a great way to overview the trends of the past year — from foods and fashions to tech and travel. Our pick is the ‘Geeking Out’ list, which has 20 intriguing pins with references to Sherlock, Darth Vader, Lord Of The Rings and Doctor Who. Go spend some quality time on this social network, it ain’t this interesting otherwise! Twitter DM-ers like this
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