With Valentine’s Day round the corner, global content leader Lionsgate Play India has taken a quirky take on the celebration of this day. The brand has launched a witty digital campaign “LoveMoreBrowseLess” that will witness a series of videos and posts encouraging people to take a break from browsing and spend time with their loved ones.
Known for its edgy and bespoke content, the newly launched app has roped popular Bollywood actor Ananya Panday to amplify this campaign. The actress will be seen doing digital posts and going live as a part of the activation encouraging people to #LoveMoreBrowseLess.
Resonating the ethos, the brand stands for, the newly launched Valentine’s day campaign #LoveMoreBrowseLess aims to address the screen time struggle everyone faces today. Even while deciding what to watch people spend countless hours in browsing, leading to frustration, confusion, and heartbreak.
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As a part of the campaign, Ananya will be seen encouraging her followers to participate in an exclusive Valentine’s Day date contest, curated by her wherein 3 lucky couple winners will get to experience a date set up by Ananya. Earlier this year, Lionsgate Play launched its first brand film featuring Tiger Shroff and Ananya Pandey with “PlayMoreBrowseLess” campaign.
Amit Dhanuka – Executive Vice President at Lionsgate, said, “Valentine’s Day is an important day where traditionally we have seen content consumption go up. Last year we took a stand as a brand to be meaningful to singles who might feel left out with our #DateAMovie initiative.
“This year post the pandemic we want to take a bold stand and encourage people to go out and do something special with their loved ones as we finally can (at least in India). We are thrilled to launch, #LoveMoreBrowseLess wherein along with famous Bollywood Star “Ananya Pandey” we are encouraging people to make time for Love at least on this day.
“Ananya has curated a brilliant experience for 3 couples across Mumbai, Delhi & Bangalore which people can win by participating in a simple contest on our social media.
“We are also doing a #AskMeanything activity with Tiger Shroff on Instagram where people can come and ask him questions, they would like answers to,” Dhanuka said.