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Case Studies

Shringar Cinemas (Multiplexes with Fame Adlabs)
Client Profile
Client Profile Shringar Cinemas made its foray into the world of multiplexes with Fame Adlabs, which was launched in Mumbai in 2002. In quick succession, within the next 2 years, doors of Fame Malad , Fame Nashik and Fame Kolkata were opened to the public. Not only did these multiplexes change the landscape of Mumbai and Nashik, they also set unparalleled benchmarks as the cities finest entertainment destinations. In near future, Shringar Cinemas will have presence across the country with Fame properties opening in - Aurangabad, Pune, Surat, Allahabad, Hyderabad.
Situation
Fame Adlabs approached us to sponsor Free Holidays for the Lucky winner for the contest to be run for the launch of Casino Royale and other English Movies against the branding during the launch of the Movie and as also FREE TravelPort Save Slips to their patrons. The Multiplex had other competitors namely Cinemax, Fun Republic within a span of 1 kilometer. For the promotions they were also negotiating with PEPSI against branding.
Solution
Travelport proposed them a VACPAC to which they principally agreed however the upfront cost was an issue, basically they could not adjust against the sales or profits earned from ticket sales. We suggested that a holiday voucher can be for 1 night 2days for a family of 4 and a 1 night 2 days voucher can be clubbed together. We suggested that the upfront cost to be paid to Travelport can be neutralized against the sale of four tickets as well as some share can be also put on the Pepsi sale since they are also a party to the promotion.
Results
The proposal worked and they started with and initial order of 2000 VACPAC'S with the guarantee to consume 10,000 VACPAC'S within 3 months. Free international holiday all paid against the branding at all their outlets banners, on screen, media, air, leaflets for 45 days. The scenario as on date is that they are consuming 24,000 vouchers for 1 night 2 days wherein the end user pays Rs.750/- per night. They are likely to order more in bulk.

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