Mumbai: BigFlix, a part of the Reliance ADA group, announced its multi layered mass media campaign titled Ab Aam Zindagi Ban Jaye Filmy for its movie rental business targeted at the domestic Indian market.

The TV campaign started with a commercial playing across IPL matches on SET MAX and other prime TV channels. The TV campaign will be supported by online, outdoor, radio and print campaign.

The BigFlix commercial is a take on popular films such as Om Shanti Om, Saawariya and Matrix, with a promise to inspire and change your daily routine life. The campaign uses humor to parody scenes and visuals that anyone who loves to watch movies has seen time and time again.

BigFlix COO Kamal Gianchandani said, "We are very excited to launch our marketing campaign. The Ab Aam Zindagi Ban Jaye Filmy ads are designed to remind people about their fundamental love of movies and to create a strong association between BigFlix and the movies they like to watch. Our fundamental goal is to tell consumers that there is a better way to watch movies and I think the ad does justice to this goal."