Touted as India's first interactive movie poster, 'iframe' uses
the Intelligent Content Distribution Architecture (ICDA), a
proprietary technology developed by Wits Interactive to deliver an
engaging, entertaining experience to the cinema going audience by
converging different promotional media like print, multimedia and
'iframe' powered by the Wit engine, makes the content intelligent
and beams full motion promos on detecting the presence of its
audience. At a later stage, Wits is also looking at voice activation
and personalisation of iframe.
Says Madison media director Rajiv Gopinath, "We wanted to do
something different for our client Asian Paints and hence we thought
of this. The tag line of Asian Paints is 'Somethings in life deserve
a royal treatment' and we have used the Asian Paints Royale
background as a backdrop for the interactive hoarding."
Asian Paints brand manager Manish Dubey said, "We believe that
somethings in life deserve a royale treatment. This interactive
poster is something very unique and it sure deserves that kind of
appreciation, so we thought that 'iframe' required a special
environment that we could provide."
Shringar Cinemas has been quite upbeat recently with innovative
stuff like the Good Morning Shows and the sale of premier tickets of
Hum Tum. Fame Adlabs also organised a Run for Abhishek
contest with Go 92.5 FM when Bachchan Junior's movie Run was
released. Shringar Cinemas' national head (marketing and sales)
Deepak Netram says, "We have exhibition space in our theatre
offering clients space for their ads. The cost and the space factor
is not that important for us. What we are trying to do is enhance
the viewers' experience at the theatre with such experiments. We
have been pioneers in a lot of areas and this is just another step
When queried as to which 'privileged' movies would feature on
this hoarding, Netram says, "We will inform Asian Paints about the
movies that can be featured on iframe. But at the end of the day it
will be Asian Paints' call as to which movie they want on 'iframe'
because they want to associate with only a particular type of movie.
On behalf of Madison and Asian Paints we will then approach the
producers of that particular movie that Asian Paints wants to
Wits Interactive creative director Ninad Chhaya says, "We are
looking at voice activating iframe at a later stage so that it will
also be sound sensitive. We believe in helping companies increase
their customer value and maximize return on relationships and that
is exactly what we have done for Asian Paints. Iframe is the first
of its kind hoarding in Asia."
The destination of 'iframe' will be in Fame Adlabs, Mumbai for
the next three months. More iframes will be put up at other Adlabs
too. It's surely innovation at its best and what with a voice sensor
soon, it really couldn't get better than this... or could