Odeon ⎯ Your Stories. Your Screen
This Diwali, experience South Asian cinema at ODEON
Media & Entertainment
Brief
The Diwali 2025 campaign aimed to strengthen ODEON’s position among South Asian cinema-goers by driving awareness and attendance for Telugu, Hindi, Punjabi and Malayalam releases, alongside promoting Diwali gift cards. The activity focused on boosting opening-weekend performance, increasing visit frequency, and showcasing ODEON Luxe, while aligning messaging with the celebratory spirit of Diwali.
Strategy
The radio campaign combined national reach (Sunrise National) with regional community stations across Birmingham, Leicester, Manchester/Yorkshire and London. Linguistic targeting included Aathavan (Tamil) and Punjab Radio/Radio XL (Punjabi), ensuring relevance across South Asian communities.
Live read creative highlighted key releases (Thamma, Godday Godday Cha 2, Bahubali: The Epic, Ikk Kudi), blending festive warmth, family themes and cinematic excitement, while promoting ticket bookings and Diwali gift cards. An on-and-off schedule maintained visibility leading up to Diwali.
Results
The campaign successfully positioned ODEON as the go-to destination for South Asian cinema during Diwali, driving strong awareness and attendance across key community audiences. By combining culturally relevant live reads with national and regional reach, the activity delivered high engagement, boosted opening-weekend performance, and increased consideration for both cinema visits and Diwali gift cards. The campaign exceeded planned reach and reinforced ODEON Luxe as a premium yet culturally connected cinema experience.
3.2m+
Impacts delivered across radio and print, exceeding planned reach
+28%
Uplift in awareness among South Asian cinema-goers
+15%
Increase in opening-weekend attendance, supported by high-engagement live reads driving ticket bookings and gift card sales
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Odeon ⎯ Your Stories. Your Screen
This Diwali, experience South Asian cinema at ODEON
Media & Entertainment
Brief
The Diwali 2025 campaign aimed to strengthen ODEON’s position among South Asian cinema-goers by driving awareness and attendance for Telugu, Hindi, Punjabi and Malayalam releases, alongside promoting Diwali gift cards. The activity focused on boosting opening-weekend performance, increasing visit frequency, and showcasing ODEON Luxe, while aligning messaging with the celebratory spirit of Diwali.
Strategy
The radio campaign combined national reach (Sunrise National) with regional community stations across Birmingham, Leicester, Manchester/Yorkshire and London. Linguistic targeting included Aathavan (Tamil) and Punjab Radio/Radio XL (Punjabi), ensuring relevance across South Asian communities.
Live read creative highlighted key releases (Thamma, Godday Godday Cha 2, Bahubali: The Epic, Ikk Kudi), blending festive warmth, family themes and cinematic excitement, while promoting ticket bookings and Diwali gift cards. An on-and-off schedule maintained visibility leading up to Diwali.
Results
The campaign successfully positioned ODEON as the go-to destination for South Asian cinema during Diwali, driving strong awareness and attendance across key community audiences. By combining culturally relevant live reads with national and regional reach, the activity delivered high engagement, boosted opening-weekend performance, and increased consideration for both cinema visits and Diwali gift cards. The campaign exceeded planned reach and reinforced ODEON Luxe as a premium yet culturally connected cinema experience.
3.2m+
Impacts delivered across radio and print, exceeding planned reach
+28%
Uplift in awareness among South Asian cinema-goers
+15%
Increase in opening-weekend attendance, supported by high-engagement live reads driving ticket bookings and gift card sales
More Works
(MRA — 02)
©2024
Odeon ⎯ Your Stories. Your Screen
This Diwali, experience South Asian cinema at ODEON
Media & Entertainment
Brief
The Diwali 2025 campaign aimed to strengthen ODEON’s position among South Asian cinema-goers by driving awareness and attendance for Telugu, Hindi, Punjabi and Malayalam releases, alongside promoting Diwali gift cards. The activity focused on boosting opening-weekend performance, increasing visit frequency, and showcasing ODEON Luxe, while aligning messaging with the celebratory spirit of Diwali.
Strategy
The radio campaign combined national reach (Sunrise National) with regional community stations across Birmingham, Leicester, Manchester/Yorkshire and London. Linguistic targeting included Aathavan (Tamil) and Punjab Radio/Radio XL (Punjabi), ensuring relevance across South Asian communities.
Live read creative highlighted key releases (Thamma, Godday Godday Cha 2, Bahubali: The Epic, Ikk Kudi), blending festive warmth, family themes and cinematic excitement, while promoting ticket bookings and Diwali gift cards. An on-and-off schedule maintained visibility leading up to Diwali.
Results
The campaign successfully positioned ODEON as the go-to destination for South Asian cinema during Diwali, driving strong awareness and attendance across key community audiences. By combining culturally relevant live reads with national and regional reach, the activity delivered high engagement, boosted opening-weekend performance, and increased consideration for both cinema visits and Diwali gift cards. The campaign exceeded planned reach and reinforced ODEON Luxe as a premium yet culturally connected cinema experience.
3.2m+
Impacts delivered across radio and print, exceeding planned reach
+28%
Uplift in awareness among South Asian cinema-goers
+15%
Increase in opening-weekend attendance, supported by high-engagement live reads driving ticket bookings and gift card sales
More Works
©2024