By A Correspondent

BigFlixs, a part of Reliance Group’s digital entertainment business on Tuesday announces the launch of a new ad campaign to increase awareness and promote its movies on demand service – BigFlix+ which lets the user ‘Click-Download-Play’ over 500 Blockbusters at a subscription fee of Rs249/ a month across PC, Tablets and Mobiles.

Today’s metro generation is not able to see all films in theatres; they don’t want to watch the same on TV because of lack of variety and time limitations. There was a clear need of a service that can offer users the best in class movie experience on the devices that they are comfortable using – laptop, mobile or/and tablets.

Hence the brief to agency was to establish BigFlix+ as a premium movie on demand service, where users of the service can also download blockbuster movies in addition to merely streaming them online.

Commenting on the new campaign, Shreyash Sigtia, Business Head, BigFlicks Pv Ltd said: “The basic idea behind the campaign is to let the viewer know that they can now finally select a movie of their choice and view it wherever and whenever they want to see it. With BigFlix+, they can rest assured about the picture quality and enjoy a complete movie experience without the annoying ad breaks, on the device of their choice. This makes BigFlix+ service a Personal Blockbuster Theatre of the viewer. We deliberately kept the creative simple and focused the communication on the core offering and its benefit in order to build the category in the country.”

On the completion of this campaign, Joy Ghoshal, Marching Ants, said: “Film content is not exclusive and viewing it comes with its irritants, so we decided to challenge the biggest provider; television. Big Flix+ is about to change the role of the laptop and other mobile devices to that of a ‘blockbuster theatre’, supported by huge choice of quality content and uninterrupted viewing.”