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Tuesday, Oct 26, 2021
Outlook.com

Product In The Plot

Theatre groups are staging plays which are also advertisements

Product In The Plot
Product In The Plot
outlookindia.com
-0001-11-30T00:00:00+05:53

IT was supposed to be an evening of entertainment with the main presentation being a play with a biblical theme. But 45 minutes into the play and the secret was out. The flood-ravaged kingdom of a once-prosperous king had found the solution to the communication barrier between itself and God. Indeed there was no need for the Tower of Babel being constructed to get in touch with God and find a way out of the havoc wreaked by the floods. There was Escotel Mobile, one of the two mobile phone service providers for Kerala.

The play was in fact an extended ad, one of the many being staged in Kochy, Kerala, by a group of theatre enthusiasts. Going by the increasing number of companies planning stage productions as part of their marketing campaigns, there is little doubt that the group has hit upon a novel marketing technique to get the message across. Escotel, after the first performance in Kochy last week, is now planning to stage the production in Kozhikode, Thrissoor and Kottayam. Proposals are also being considered to travel to Western Uttar Pradesh and Haryana, the two other circles in the country where Escotel is the service provider.

Earlier during the year, Jagatjit Industries Ltd took a quiz contest audience by surprise with a 20-minute play during a break which was actually an ad for their health drink Malt-ova. And an architects' association of Kochy sponsored a production with social messages to prevent pollution and haphazard development, which had episodes drawn from the Mahabharata. Just as the Hero group, which launched its Hero Winner moped through a contemporary social play in September, is gearing for another production to launch its BMW bike in Kochy. "This new media is proving to be very effective and the audience is quite impressed," says P.N. Gopinath, general manager, MS&S Motors, Hero's...

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