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Category: Brands

  • HDFC ERGO’s launches unique on-ground activation

    HDFC ERGO’s launches unique on-ground activation

    MUMBAI: HDFC ERGO General Insurance, India’s 4th largest private sector general insurance company, recently executed an innovative multiplex campaign which was a mix of online & on-ground activation at PVR Cinemas. The campaign was focused on HDFC ERGO’s Motor Insurance policy which can be bought or renewed through the company’s mobile website anytime, anywhere.

     

    This unique activation was executed during the opening weekend of Amir Khan starer blockbuster – Dhoom 3 screening at PVR Cinemas. The concept saw a person from the audience surprisingly walking into the big screen and coming back  to his seat enjoying the movie with other audience.

     

    Storyboard:

     

    On the onset of the ad, a host on big screen reads out a car number to find out the owner, and invite him on-screen to discuss something important. One of the guy in the audience identifies the said car number as his car and he walks towards the big screen. Suddenly audience sees him on the big screen with the host.  He is than reminded about his motor insurance policy which will lapse in a matter of hours and how he instantly renewed it with the help of HDFC ERGO’s mobile website.
     

    HDFC ERGO managed to perfectly synchronize the entire activation with the live crowd present at the cinema hall, capturing all natural audience reactions which holds the thrill.

     

    The campaign immediately caught the audience attention while simultaneously delivering its core message of renewing motor insurance policy instantly on HDFC ERGO mobile website. The campaign, once uploaded, immediately went viral and managed to garner an incredible 7.14 Lacs hits in 7 days on youtube.

    Bindi Thakkar, Vice President, Marketing & Corporate Communication says, “The campaign was innovatively conceived to connect with the customer and create buzz with curiosity. This is one of our first viral campaigns to receive such overwhelming response on our YouTube channel within few hours of its upload. We are confident that the campaign would be a great success across geographies thus creating better brand awareness.”

     

  • Global fashion and lifestyle brand “Smiley” to enter India

    Global fashion and lifestyle brand “Smiley” to enter India

    MUMBAI: Smiley, one of the most recognized icons in the world and an iconic global and lifestyle fashion brand, today announced its plans to enter India market through its anchor brand Smiley. The company’s plan is to set up exclusive Smiley stores which would have the complete merchandise of The Smiley Company – apparel, sportswear, shoes, bags, jewellery, school merchandise, accessories and even Smiley branded chocolates and confectionery.

    Brandspoke is seeking Indian partners including distributors, manufacturers, and franchise partners to establish Smiley as the preferred fashion and lifestyle brand.

    Smiley was founded in 1972 by creator Franklin Loufrani. Owner of the iconic smiley logo and emoticons, in 1997, Franklin’s son Nicolas Loufrani introduced the first emoticons which later became the universe of Smiley¬ World. Its products are sold worldwide with strong trademark and copyright protection.

    Smiley has already registered its trademark in over 100 countries and active in more than 25 different industries. The Smiley brand and logo have significant exposure through licensees in sectors like clothing, home decoration, perfumery, plush, stationery, publishing, and through promotional campaigns.

     
    Speaking on the Smiley Company’s strategy for India market, Mr. Nicolas Loufrani, CEO, Smiley said, “Smiley’s number one market in the digital world is currently India which represents almost 15% of our entire global fan base. Having started to seed our positive values online and seeing the tremendous interaction with our Indian fans we feel it is now time to extend our activities here and provide them with the Smiley products they all dearly wish to see”.

    About “Smiley London” and Smiley “Happy Sports” product ranges showcased at India Fashion Forum 2014, Mumbai, India.

    “Smiley London” is a daring revival of the Smiley heritage born out of the Brit¬ish electronic and house music scene, where Smiley ruled the dance floors. Smiley London revisits back in the day when it was about unity and togeth¬erness and revives the spirit of wearing your smiley with pride and keeping the beats alive.

    Smiley “Happy Sports” delivers a colourful and vibrant alternative to an overtly branded sports fashion market, drawing from the original concept behind sports fashion and reminding people that sport and activity is about movement, teamwork, togetherness, enjoyment and making the most of your life. Happy Sports works with bold and bright colour ways to deliver a collection which catches the eye.

    The ever expanding collection targeted at a young 18-to-35 years fashion audience is bang on trend stylish high quality tee’s, tops, hoodies, varsity jackets, baseball caps, beanies all with on trend print applications, such as metallic foils, urban camo’s and classic smiley prints.

    The designs are positive and energetic which is both universal and accessible, appealing to all ages and sporting interests. Smiley ‘Happy Sports’ sells a philosophy of ‘Stay Active, Stay Happy’.

     

  • Bajaj Electricals eyes Rs 5,000 crore turnover in fiscal 2014-15

    Bajaj Electricals eyes Rs 5,000 crore turnover in fiscal 2014-15

    KOLKATA: To commemorate completion of 75 years of business in 2013, Bajaj Electricals, has kept aside Rs 15 crore out of the Rs 60 crore earmarked for advertising and promotion during fiscal 2013-14 for both above the line (ATL) and below the line (BTL) activities. The company has tapped all media and even created a software application (app) to mark the occasion.

     

    What’s more, the manufacturer of lights, fans and home appliances is targeting a sales turnover of Rs 5,000 crore in fiscal 2014-15.

     

    Bajaj Electricals chairman and managing director, Shekhar Bajaj, confirms: “In the current fiscal (2013-14), we are looking at a turnover of Rs 4,200 crore. In the next fiscal (2014-15), the company is looking at a turnover of Rs 5,000 crore.”

     

     Of Bajaj Electricals’ six strategic business units – engineering and projects, home appliances, fans, lighting, luminaries and Morphy Richards – the company will continue to focus on home appliances, wherein it is practically the market leader.

     

    “Every year, on an average, the company sells 37 lakh irons and more than 15 lakh mixers,” informs Shekhar Bajaj, stressing that the company will remain focused on low-end home appliances and will not venture into the white goods’ sector. “We are practically the market leader in almost the entire home appliances segment comprising fans, toasters, OTG and others. We have a competitive edge in that segment,” he adds.

     

    As for engineering and projects, Bajaj Electricals joint managing director Anant Bajaj informs that as on 1 December, 2013, the division’s order book stood at Rs 2,100 crore approximately. Of which, orders worth nearly Rs 1,000 crore are from rural electrification projects, a majority of them under the Rajiv Gandhi

     

    Gramin Vidyutikaran Yojana. Plus, the unit will start the next fiscal (2014-15) with an order book of about Rs 1,500 crore; he adds.

     

    The engineering and projects vertical clocked revenues of Rs 1,200 crore in the current fiscal and is looking to clock Rs 1,500 crore in the next fiscal, concludes Anant Bajaj.

  • Tupperware gets a new CMO in Chandan Deep Singh Dang

    Tupperware gets a new CMO in Chandan Deep Singh Dang

    MUMBAI: The household name in home products, Tupperware, has brought on board Chandan Deep Singh Dang as chief marketing officer.

     

    In his new role, Dang is responsible for conceptualising, designing and implementing strategic initiatives to drive the company’s growth in India. This includes developing and launching India-specific products and programmes, building consumer insights, creating relevant communication, brand building, and driving effective incentive and loyalty programmes for the field force. Dang will also handle institutional sales for Tupperware.

     

    Dang said, “Tupperware has built a strong brand and business in India with its unique combination of fascinating and innovative products, a motivated team, and a wonderful direct selling system. It is a privilege to be associated with Tupperware and I look forward to developing the business to the next level and beyond.”

     

    Prior to joining Tupperware, Dang was working with Wrigley as sales director (India & south east Asia).

     

    He started his career as a management trainee with Hindustan Unilever, where over eight years he worked in different Sales and Marketing roles. Thereafter, he moved to PepsiCo India as General Manager, marketing, and category head for the Indian snack foods category (featuring brands Kurkure and Lehar). After two years in PepsiCo, he joined Nokia India, where he spent seven years in different roles.

  • Seiko is the new watch partner of Novak Djokovic

    Seiko is the new watch partner of Novak Djokovic

    MUMBAI: On the eve of the Australian Open in Melbourne, Seiko launched its new partnership with Novak Djokovic. Shinji Hattori, President of Seiko Watch Corporation, is proud to announce the agreement in person and to present to Novak a Seiko Astron GPS Solar watch as a symbol of this global three year partnership.

     

    Seiko and Novak: a perfect match

    We choose to believe that Seiko is, today, a real leader in watchmaking. We invented the quartz watch in 1969, we invented the Kinetic watch in 1988 and just two years ago we invented Astron GPS Solar, a watch that, using only the power of light, connects to the GPS network. In summary, we strive for perfection in watchmaking; we always have and we always will. When Kintaro Hattori founded the company in 1881, he was determined that Seiko should be ‘‘always one step ahead of the rest’’, and we live today by this creed.

    This is why, when the opportunity to work with Novak Djokovic arose, we welcomed it immediately. In Novak, we see someone who shares our desire to be the best and who is determined to maintain his status as a leader. Like Seiko, Novak is dedicated to perfection. And like Novak, Seiko is determined to be “one step ahead of the rest”.

     

    A watch for every aspect of Novak’s life

    We are delighted that Novak selected Seiko and we are honoured and proud to be his partner for the next three years. We admire Novak as a player, of course, but we also admire him as a person who has a rich range of interests and a very varied lifestyle.

    We cannot help Novak win tennis matches, but we can help him manage time in every other aspect of his life. We have created a series of watches that Novak will be wearing in 2014; each selected to suit the different aspects of Novak’s life. When he is training, Novak will wear a watch he has selected from our Sportura chronograph collection. When he is at an evening function, Novak will wear a Premier Kinetic Perpetual watch. When he is away from the tennis world and enjoying his passion for adventure sports, it will be a Seiko Divers watch that accompanies him. Lastly, and most importantly for us and for Novak, whose global schedule is so hectic, when he is travelling, Novak will wear the Astron GPS Solar watch that uses the GPS network and the power of light to adjust to each and every time zone on earth.

     

    Novak, Seiko and the environment

    Novak’s 2014 watch collection highlights another aspect of the partnership that is important for both Novak and Seiko. We both share a passion for the preservation of our environment and Novak’s choice of watch reflects this. Astron uses just the power of light, the Sportura chronograph is powered by a mercury free battery that Seiko makes itself and the Divers and Premier watches are powered by Seiko’s unique ‘no battery change’ technology.
    Thanks to Seiko’s leadership in green watchmaking, Novak’s love of, and respect for, the natural world is reflected in his watch collection.

     

    Seiko and the Novak Djokovic Foundation

    The Novak Djokovic Foundation commands our respect and admiration through its hard and important work with disadvantaged children. Seiko is pleased to support the Foundation and its activities financially, but the most important way in which we can make a difference is by helping Novak to promote the Foundation around the world. To do so, we have created an accessibly priced watch collection for young people that will carry the Foundation name and message. These watches are to be sold under our LORUS brand name and will be available in watch specialist retail stores in many markets worldwide from September, 2014 onwards.

  • Sunny Deol to promote Manpasand Beverages Mango Sip

    Sunny Deol to promote Manpasand Beverages Mango Sip

    MUMBAI: Manpasand Beverages, India’s leading fruit juices company, has signed up Bollywood’s ‘Action King’ Sunny Deol as the brand ambassador for its flagship brand ‘Mango Sip’. Manpasand Beverages is in the business of beverages since a decade with its flagship brand Mango Sip established by first generation entrepreneur Shri Dhirendra Singh. It has carved a niche for itself in the market with a basket of 25 product variants. Mango Sip brand has grown to become one of the leading mango drink brands in India. The company plans to invest over Rs 100 crore in next one year even as it continues on its fast paced growth to take its sales to Rs 1000 crore in coming three years’ time from current Rs 300 crore plus.

    The Bollywood action star with a strong fan following amongst the urban and rural masses gels well with Manpasand’s Mango Sip brand which has a strong presence amongst the masses across the country. With a super-hit debut ‘Betaab’ in 1983, Sunny Deol went on to create a mark for himself and emerge as a Bollywood super-star with hit films like Arjun, Tridev, Ghayal, Jeet, Ziddi, Damini, Indian and Border amongst others. Sunny’s biggest blockbuster hit to date has been ‘Gadar: Ek Prem Katha’.    

    Endorsing the Mango Sip brand, Bollywood superstar Mr. Sunny Deol said, “I am extremely thrilled and honoured to be part of Manpasand family. I am personally very fond of mangoes and feel that only an Indian brand like Mango Sip can understand the importance of mango fruit as a whole and make the national fruit the most consumable beverage product in India. Mango is a fruit loved by all Indians, irrespective of their age, region, religion or caste. It is our duty to address the masses and educate them about the importance that mango drink holds.”

    Speaking about the company’s new brand ambassador, Mr. Dhirendra Singh, Chairman & MD of Manpasand Beverages said, “We are very proud to have Mr. Sunny Deol as the brand ambassador for our flagship mango juice brand and are confident that his association will help in significantly increasing the per capita consumption of mango drinks in the country. With a strong presence in tier-2 and tier-3 markets, our network is spread across 2 lakh plus retail outlets and over 2000 dealers. Our aim is to double these numbers in a few years and make Mango the most loved beverage product in India. We will be starting a full 360 degree media campaign shortly.”

     

  • International fashion brand vinegar launches in hyderabad

    International fashion brand vinegar launches in hyderabad

    MUMBAI: Vinegar, the Spanish Apparel and Accessories Brand known for its quirky take on fashion and style marks its entry in Hyderabad. A collection of imaginative and well designed apparel for women is available at this exclusive outlet which was launched by stunning Bollywood Diva Kangana Ranaut at Jubilee Hills on December 2013. The 2000 sq ft Vinegar store is a destination that offers a wide range of uber-chic western clothes and accessories.

     

    Ms Varsha Bhawnani, Owner and Managing Director- Vinegar, is the brain behind the brand. This true story continues to inspire many young entrepreneurs foraying into different industries with little experience and tons of passion to pursue what they dream of. Vinegar currently has 2 flagship stores in Mumbai and now in Hyderabad.  It will soon open stores in Delhi, Chandigarh and later into the tier 2 cities in the next few years by way of company owned franchising model. Vinegar is a concept based store and only partners with those who understand the brand ethics and have the passion to sell. Not just in terms of collection, it is unique in terms of design aesthetics and overall International appeal of the brand and therefore an expensive venture. Vinegar has opted for the model with strict criteria by associating with Dolly Lakhani.

     

    The stand alone stores offer both the pr?t and couture line. The collection mainly comprises of dresses, jumpsuits, shorts, maxi dresses and office wear like trousers and skirts. Vinegar is known for its unique silhouettes, embellishments, colours and cut which is highly modern yet wearable. Following the latest international trends, Vinegar’s design is fun and flirty that enhances the look of every body type.

     

    When Varsha was asked why she selected Hyderabad for Vinegar’s expansion, she said, “Hyderabad has emerged as the most promising city in recent times-from luxury brands to high street, all major brands have opened gates in the city only to establish the fact that the city has potential for being one of the greatest retail destination. People here are fashion conscious and have a flare for all things nice. We had to be present in this city and here we are to offer the best in hi street fashion.”

     

    Vinegar experience, store décor and feel remain universal. Clean and unique display of the collection in the enormous 2000 sq ft store, spread across two floors allows the buyer to easily browse through the collection. The store décor includes multiple black and white striped mannequins striking attractive poses suspended in a formation amidst a crowd of closely hung light bulbs. With absolute white pristine walls and décor, the store spells elegance and style.

     

    On Vinegar’s International priority list are markets like Singapore, Dubai and other Middle-Eastern countries such as Saudi Arabia and Kuwait. Also Vinegar has already set shops in Europe and is now retailed in countries like Israel, Spain, Portugal, Finland and Russia. By 2014 it aims to have an international presence in countries like United States and Australia.

  • Future Group aims to generate Rs15,000 crore revenue in FY14

    Future Group aims to generate Rs15,000 crore revenue in FY14

    KOLKATA: With only a couple of months left for the current fiscal year (2013-2014) to go, India’s largest retailer, Future Group, hopes to reach the target of achieving a turnover of Rs 6,000–7,000 crore.

     

    On the sidelines of inaugurating a Big Bazaar Alcove store on 6 January, Group CEO Kishore Biyani highlighted that the group is looking at garnering a sales of Rs15,000 crore in FY14.

     

    Biyani said by the end of current fiscal, revenues from Future Retail, Future Life Style and Future Consumer Enterprises are expected to be about Rs 11,000 crore, Rs 3,000 crore and Rs 1,500 crore respectively. 

     

    Biyani said he was confident that the format like Big Bazaar, which has generated revenue of Rs 9,000 crore in the current fiscal, would register above 20 per cent growth year-on-year. “We expect that in the next fiscal revenue from Big Bazaar would be Rs 11,000 crore,” he said, adding the total number of stores would rise to 200 from the present 165 in the next 18 months.  

     

    When asked about the apparel brands, Biyani said DJ&C, Lee Cooper as well as Bare could touch a sales turnover of Rs 500 crore by the next fiscal. Sales turnover of both DJ&C and Bare, at present, stands at about Rs 400 crore. 

  • Spends on in-app advertising to be $17 billion by 2018: Juniper Research

    Spends on in-app advertising to be $17 billion by 2018: Juniper Research

    MUMBAI: The times are changing and so is advertising. Today, the line between traditional advertising and digital advertising is blurring. A new report, Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018, by Juniper Research has found In-app mobile ad spends will reach $16.9 billion by 2018, up from $3.5 billion last year.

     

    According to the report, growth will be driven by several key factors including improved targeting capabilities, as well as a trend for more effective interactive rich media ads to be deployed in preference to traditional static display advertising.

     

    Tablets close the adspend gap on smartphones

     

    The report argues that while smartphones currently account for approximately 70 per cent of in-app ad spend, the growth in tablet users and usage would propel greater medium-term spend. It observed that tablet in-app ad spend would be further fuelled by the fact that CPMs (Cost per 1,000 impressions) are significantly higher than those for smartphones, particularly for rich media ads, which also have higher CPMs than static display ads. By 2018, the tablet/smartphone ad spend split will be almost 50/50.

     

    Location, Location, Location

     

    It also observes that although app downloads will increase exponentially to 2018, the majority of in-app advertising expenditure is likely to be spent on advertising with social mobile giants such as Facebook and Twitter. Nevertheless, report author Sian Rowlands remained optimistic about the opportunities for smaller developers: ‘As the mobile advertising industry matures, more sophisticated advertising solutions are being installed by leading players, with a clear trend towards utilising location-based advertising to drive greater relevance. These new technologies and formats will benefit stakeholders across the mobile advertising value network.’

     

    Other key findings from the report include:

     

    • Global mobile ad spend will surpass $39 billion in 2018, up from $13 billion in 2013.

    • Rich media ad spend will surpass display ad spend in apps by 2018, as more engaging ad formats see huge uptake.

    • Advertisers can increase conversions by simply adding mobile optimised features, for instance a ‘click to call’ button, or by linking to the relevant app store.

  • Ramesh Iyengar as Chair for second term at DMAi’s Hall of Fame(HoF) Selection Board

    Ramesh Iyengar as Chair for second term at DMAi’s Hall of Fame(HoF) Selection Board

    MUMBAI: DMAi, an apex not for profit, stands for the collective cause of advancing & protecting responsible data driven marketing & advertising has announced the appointment of Nita Kapoor as the Chairperson of DMAi 2014 Marketer of the Year Awards and Ramesh Iyengar as Chairperson of DMAi Hall of Fame which will take place on the sidelines of the DMAi 2014 Convention at New Delhi from 22nd to 24th January 2014.

     

    On these appointments Vatsal Asher, CEO, DMAi noted “With such stellar industry participation, the DMAi has leapfrogged from the past into the present and is poised for the future. I welcome the new chairpersons for the MoY & HoF programs to further the collective cause. With such an eminent chair & jury members, we am certain the MoY will serve as the new gold standard for marketers in the days to come. The HoF has been now established as the standard for lifetime achievement & contribution. I also wish good luck to the eligible contenders for the citation & induction”

     

    The Marketer of the Year Award is fashioned closely on the lines of the program at the global DMA. The program however has been re-modeled to serve the needs of the fraternity here. It is a joint citation for an individual & the company.

     

    This program accolade honors the achievement, innovation, and inspiring leadership of an individual & the company whose work represents the very best in data-driven marketing industry. The individual & company being considered will have exhibited corporate and social responsibility through the innovation and implementation of new products, services, processes and growth within the last 12 months.

     

    Those being considered have had a positive impact on the marketing community and excelled at connecting data and the consumer through data-driven marketing.

     

    Speaking at her appointment Nita Kapoor said, “I believe DMAi has a great idea going. I volunteered my time because recognizing and bringing forth visionaries and exhibiting their transformations have a larger impact than we assume. Responsible & sustainable marketing is the call of the times. Sharing the best practices in play can benefit the entire industry.”

     

    The jury members for the DMAi 2014 – MoY Awards now include Abhsihek Malhotra – Vice President & Partner at Booz & Co; Ambar Chowdhury – Principal at Deloitte; Arvind Wable – CEO & Executive Director at Draftfcb Ulka; Holger E. Metzger – Managing Director at TMRC Impact; Piyush Mathur – President at India for Nielsen; Rajesh Kumar – Head of Marketing, SAP Indian Sub-continent at SAP; Reena Ramachandran – Member Task Force, Performance Division at Cabinet secretariat; Sanjay Sharma – Group Creative Director at FCB Ulka; Sanjay Thapar – CEO, India at Bates and Sanjiv Kapur – Chief Marketing Officer at Citi.

     

    The DMAi Hall of Fame, now in its third year, honors Digital & Direct marketing professionals who have made outstanding career contributions to the practice, growth, and stature of the direct marketing process. It celebrates the spirit of direct & interactive marketing with innovation, collaboration, and creativity.

     

    In line with DMAi’s continuous efforts to create recognition for marketers who have made a difference in the way brands communicate with customers and raised the standards and level of professionalism in marketing. The DMAi Hall of Fame will recognize scholars, marketers, creatives and entrepreneurs who have impacted the direct & interactive industry.

     

    DMAi’s Hall of Fame is modeled along the lines of DMA Hall of Fame, the most prestigious award bestowed in the direct & interactive marketing community. DMAi Hall of Fame will felicitate lifetime achievers in two categories – living & posthumous and as many as four individuals can be inducted every year to serve as an inspiration for future generations and encourage excellence.

     

    In the past the DMAi has inducted Drayton Bird, UK, Winnifred Knight, SA, Late Vivek Basrur, R Sridhar, B S Nagesh & Ramesh Iyengar.

     

    According to Iyengar, “I have the proud distinction of being the first Indian inductee to the DMAi Hall of Fame and I am delighted to serve the DMAi & the fraternity for the second term as the chairperson of the selection board. Like the previous year this year too we have an eminent board of selectors that will bring about rightful recognition to the truly deserving.”

     

    The selection board members including Jodie Sangster, Chairperson of the IFDMA, Winnifred Knight, – Managing Director and Owner, The Marketingsite.com; Ashok Ananthraman, Ex-ITC, Aditya Atri -Loyalty and CRM Consultant; Leena Basrur – Executive Chairman, Direxions Marketing Solutions Pvt Ltd; Raj Bhatia- Managing Director, UCP Loyalty Marketing Pvt Ltd; Nabanita Chaudhri- CRM Consultant, Nespresso SA; Kayzad Hiramanek- Senior Vice president Customer service& operations, ICICI Prudential life insurance; USA; Ramesh Ratan- CEO – Bell & Howells, Director, Joyanto Mukherjee – SVKM’s Harkisan Mehta Foundation Institute of Journalism and Mass Communication; and Shankar Seetaraman.

     

    With the annual DMAi convention having expanded manifold, The DMA International ECHO Awards India edition has been retained back in Mumbai and will happen in June 2014.

     

    The nominations for MoY & HoF are both open till 8 January 2014. The jury for the MoY meets in Delhi on 18 Jan and the selection board for the HoF meets on Jan 10 at Mumbai. The new recipients & inductees will be honored at a glittering ceremony on 23 Jan 2014 at the opulent Radisson blu, Mahipalpur, Delhi on the sidelines the 3rd Annual DMAi Convention. Apart from the awards program the 3 day convention from 22nd to 24 Jan will have 100+ speakers, 164 intense sessions, 15 Dynamic Conference streams.