No more queues

Written by Anushree Bhattacharyya | Updated: Aug 26 2014, 09:25am hrs
Campaign: Bookmyshow app


Company : Bigtree Entertainment Pvt. Ltd, part of Network18 Group

Agency: Lowe Lintas & Partners

The Campaign

The ad film opens at a cinema booking counter where people are shown waiting in a queue. An old man standing in the line appears to be annoyed as he has been waiting for a while. Suddenly to his amazement a man in scuba diving gear walks past him and the others standing in the line to the next counter, which is empty as it is meant for customers booking their tickets on the internet. The man shows his mobile to the salesman on the till and happily collects his tickets. Then, a man in a towel with shaving cream applied on his face and holding a razor, giving the impression that he is in his bathroom, walks towards the counter. He too collects his ticket and walks away. More people follow suit including a ice-hockey player, a man who is the middle of getting a tattoo along with the tattoo artist and a model who looks like she has come straight of the runway. Next a super appears on the screen which says, Few moments earlier. The ad film then goes back in time to a lake. Next a scuba diver is shown rising to the surface. He swims toward the boat and after reaching it, he takes out a mobile and uses the Bookmyshow mobile application to book tickets for a movie. Then a voiceover says Movie dekhne ka mood kidhar bhi ban sakta hai. Download karo Bookmyshow mobile app. Favourite seat choose karo, pay karo, ho gaya book (The mood to watch a movie can set in anywhere. Download the mobile app, pick a seat, pay and your booking is done).

In addition to the main ad film, a second television commercial has been released which features the character of the scuba diver who shows the benefits and the convenience of using the mobile app, as he dances to the tune of bookmyshow.

Our Take

Mobile applications seem to be the flavour of the season. Whether it is online travel portals or e-commerce players, every one is busy promoting their mobile apps. So, online ticketing website Bookmyshow.coms new ad film does not come across as a surprise. Nonetheless, what makes it stand apart from the rest is the way the story is told in the television commercial. The quirky way of showing how a mobile app can be used anywhere, anytime through various characters such as the scuba diver, or the model who comes to collect her ticket straight from the runway helps in creating an impression on the minds of viewers. The ad film, through the visual of the empty online counter versus the traditional ticket counter which has a long queue, is able to highlight the benefits of the app. In all, the characters and the set add to the story-telling. What makes the ad film watchable is the fact that there is no gyaan on how a user benefits from the product rather the convenience of using the app is shown in a subtle manner using humour.