If you are in Mumbai, you are in the land of Bollywood – the commonly referred name of the famous Indian Movie Industry. Mumbai Duty Free (MDF) initiated an exceptional campaign by launching Bollywood movie – DILWALE to delight its customers, by giving them a chance to meet the undisputed #1 star of Indian Movie Industry – Shah Rukh Khan.
In December 2015, India’s largest duty free store, MDF associated itself with Bollywood’s top actor Shah Rukh Khan and the most awaited movie of the year, ‘Dilwale’, paving way for an exciting and entertaining campaign for its customers, traveling out of T2.
As a marketer, we always strive to provide a sense of place to our customers while giving the perfect retail-entertainment environment. Thus, the connect of Mumbai’s most famous and iconic – Bollywood!
For the first time ever, in the history of Bollywood marketing, a Bollywood Movie campaign was launched at a Duty Free store. The association publicized the movie on a single largest platform, serving approximately 1 million passengers in the campaign period.
Shah Rukh Khan himself came to launch the campaign at Mumbai Duty Free on 1st December, 2015. “How cool is that?” were his words on that day which boomeranged across his 19.8 million followers on twitter (@iamsrk) for days thereafter.