'Fighter' soars to new heights with Innovative Marketing Campaign

In a dazzling showcase of creativity, the blockbuster movie 'Fighter' has reached new heights, courtesy of a groundbreaking marketing campaign. Executed by Khushi Advertising, the comprehensive and strategic campaign seamlessly blended ambient, DOOH, and traditional outdoor marketing, making 'Fighter' stand out in the spotlight.

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Mahim Causeway Garden Spectacle

The campaign unfolded at Mahim Causeway Garden, known for cutting-edge OOH innovations. A 10ft rotating 3D jet plane, complete with engine thrust and smoke effects, symbolizing the iconic Fighter jet, was the centerpiece. Surrounding it was a 10x10ft LED display featuring the movie stars, creating a visually stunning installation that captured the essence of 'Fighter's' high-flying action.

Innovative Visual Content Across Key Locations

Khushi's creative team brought the campaign to life with LED screens displaying anamorphic content depicting Fighter jets soaring against the tricolour backdrop. This captivating content adorned significant locations, including Mumbai's Priyadarshini Skywalk at Sion, Vakola Flyover, Delhi's DLF Promenade Mall, and Bangalore's Garuda Mall. The result was a mesmerizing visual spectacle that went beyond traditional advertising.

Multi-faceted Approach and Impact on Box Office Performance

Strategically deployed ambient branding across malls, airports, coffee shops, and OOH spaces in India created a buzz among moviegoers, industry stakeholders, and the general public. This multi-faceted approach not only grabbed attention but also translated into a noticeable surge in advance ticket sales, highlighting the campaign's positive influence on 'Fighter's' box office performance.

Industry Stakeholder Testimonials

Nishank Joshi, CMO - Nexus Malls, added, "Nexus Malls has a portfolio of 17 best-in-class Grade A urban consumption centres with a Gross Leasable Area of ~9.9 million square feet spread across 14 cities in India. Our consumption centres have a tenant base of 1,000+ domestic and international brands spanning across ~3,000 stores. Collaborating with Khushi on the Fighter marketing campaign was a game-changer for us. The branding installations at our malls and ambient branding not only added an aesthetic appeal, but also generated tremendous footfall. We're always eager to be part of a campaign that effortlessly blends entertainment and marketing."

Khushi Advertising's Innovative Approach

Vishnu Telang, CEO - Khushi Advertising, said excitedly, "At Khushi, we believe in pushing the boundaries of conventional marketing. Fighter presented an exciting challenge, and our team's dedication and creativity shone through. The success of this campaign is a testament to our commitment to deliver impactful and memorable experiences. Including high footfall avenues such as malls, airports, coffee shops along with traditional outdoor media helped spread awareness where it matters most. The innovations grabbed attention and added the much-needed WOW Factor to the Fighter campaign."

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