This Valentine’s Day, BookMyShow leveraged the anguish faced by couples to create a narrative of how the portal can help the shamers get better access to entertainment.
Moral policing against couples is neither astonishing nor something out of the blue. People shamelessly stare, considering them a source of entertainment. This year on the occasion of Valentine’s Day, BookMyShow stepped up to shame the shamers in sync with their brand communication: If you want entertainment, stop looking, start booking. The campaign was developed in collaboration with BBH India.
The brand developed an idea called ‘Show Stoppers’. Essentially, couples were given umbrellas with BookMyShow’s branding on them. It said: ‘Looking for entertainment? Download BookMyShow’ and ‘Entertainment chahiye? Download BookMyShow.
Umbrellas are an iconic Bollywood romance symbol and are often used by couples in public to shield themselves from the public gaze. These BookMyShow Show Stoppers (umbrellas) were handed out to couples at famous romantic spots in Mumbai.
Marine Drive, Bandra Reclamation, Shivaji Park, and Juhu Beach witnessed multiple umbrellas twirling. And a simple idea, shielded couples from stares, gave them their due privacy and showed onlookers the mirror. The brand was able to leverage something that is integral to the life in Mumbai — to love despite the space crunch.