Bollywood PPV specialist Sanona rolls out campaign during Diwali

Louise Duffy | 13-11-2012

Sanona, the UK’s largest online pay per view (PPV) Indian movie service, has rolled out its first major advertising campaign, featuring the strapline ‘Changing the way you watch movies'.

The campaign launched on 13 November to coincide with Diwali and will be seen in over 120 Cineworld, Vue and Odeon screens across the UK. The campaign takes advantage of the large number of Indian movie buffs that will be flocking to see the two major Diwali releases – Jab Tak Hai Jaan and Son of Sardaar. The cinema commercial will be supported by a television campaign across the major Asian satellite channels including Zee, Zing, B4U, BritAsia, Colors, Rishtey and Music India, with a special offer for new members to get their first film free.

The campaign began with bus rears and supersides in key London areas as a teaser to the big push from 14 November, alongside social media and on-ground activity at various Diwali events. Adam Davies, founder and CEO of Sanona, said: "Sanona is in a unique position in being able to address the South Asian mass market audience. We already have more Indian movies available for instant streaming than LoveFilm and Netflix combined, with many new releases in the process of being secured for the coming months. “Our research strongly indicates that PPV is preferred to subscription within our sector. PPV allows customers to watch what they want, when they want, whilst only paying for what they actually consume.” Sanona has already secured film deals with various studios including Yash Raj Films, Disney-UTV, Reliance Entertainment and Cinergy.