Mukta Arts

Company Mukta Arts
Work Website Design and Development
Visit Website

Introduction

Mukta Arts Limited is one of India’s leading production houses with business interests across the entertainment spectrum from Exhibition to Education. Founded by Mr. Subhash Ghai, one of India’s most successful film directors, the company has a library of over 35 hit films and has a brand that is globally recognized with quality and entertainment.

The Company has successfully diversified its business into other areas of the film industry. The company has a thriving Distribution and Programming business, Mukta Movies Distributors, which has offices across India and has most of the major multiplex chains as partners. The company also recently launched its own chain of Multiplex theaters under Mukta A2 Cinemas. These cinemas operate on an innovative model and focuses on delivering quality to patrons. Finally, the company has opened Asia’s largest and best Film, Television, Animation and Media School — Whistling Woods International, what continues to create its reputation of high-quality education worldwide. The Institute now has over 700 graduates successfully placed and 500 students currently studying on campus.

Challenges

The brand had no social media or content strategy.

There was no engagement on the website.

Though the brand had been dominant in the entertainment industry, they had no presence over social networking platforms like Facebook, Twitter, etc., thereby limiting their reach to merely a geographic basis.

After the development of the website for Mukta Cinemas was completed, the brand still wasn’t able to rope in customers to purchase movie tickets from the website, even though they had tied up with portals like BookMyShow.

With not much of a digital presence, there was no social media engagement whatsoever between the brand and the customers, causing them to lose out on their business relationship.

Strategy

In order to give the brand an identity and personality of its own, we came up with a character called MAXMAN in order to generate a recall value with the audience.

We came up with a strategy to generate engaging content for the audience, in turn extending Mukta Cinemas’ reach for their brand building process.

We kept the brand’s social networking pages up to date with all the latest news and trends from the cinema world.

We came up with a strategy to give out free vouchers and coupons to boost awareness about Mukta Cinemas and engage with the audience over diverse social platforms.

Taking inspiration from our page, PVR integrated the design elements from Mukta Cinema’s website and added it to their own.

We came up with the concept of Filmitionary, a creative communication strategy that promoted upcoming movies through a minimalistic graphical representation.

Result

  • The brand’s social media following and engagement grew by 900%.
  • The number of people booking tickets directly online grew.