ITV

Category: MAM

  • KKR gets a new brand identity

    KKR gets a new brand identity

    MUMBAI: Shah Rukh Khan and Juhi Chawla co-owned IPL franchise Kolkata Knight Riders has got a new brand identity starting season 5 of the IPL.

    Created by global branding agency Lambie Nairn, the new design stags with the traditional team colours of purple and gold but incorporates a striking new logo unit.

    The new logo is the centerpiece of the franchise‘s marketing campaign for the upcoming IPL season christened ‘New Dawn. New Knights’.

    Team owner Shahrukh Khan said, “The new team we put together last year made us proud with the refreshing approach, winning attitude and professionalism they brought to KKR. Add to that our new coach and our new players this year, I am excited about the upcoming season and our new campaign New Dawn. New Knights.”

    KKR CEO Venky Mysore said: “We have been fortunate that the KKR brand has become the leading brand in the IPL. We are working very hard to add value to our sponsors, grow our fan base and build a profitable business. I am confident that our new logo and our new campaign will help us achieve our objectives.”

    According to Larnbie-Nairn Creative Director Sophie Lutman, the new identity was designed keeping in mind so that it would work across every touch point, from the screen to merchandising.

    The new look has been polled out across a wide range of applications including the team Hit, online, social media applications and merchandising.

    Post the unveiling of the team’s new logo, replying questions about the uncertainty the IPL following Sahara’s pullout, Shah Rukh said the off-field controversies will have no impact on the league.

    “All such leagues in India would be confronted with issues as they are a new concept. But these leagues are needed not only in cricket but also in other sports such as soccer, hockey, badminton… IPL is a very good property,” he said.

    He was also unperturbed about the drop in the viewership during last year’s IPL which was held after ICC World Cup.

    “It‘s too early to say the passion and viewership for IPL is down. All things popular will have controversies. Slowly it has settled down and will get forward. We should resist the temptation to write it off. Let‘s not jump the gun,” he said.

    He was also in favour of a more pro-active role in the running of the league, a long held demand of most IPL franchises.

    “Last year and this year there have been a lot of unforeseen issues in the IPL and they have been slowly rising. We all franchise owners have to be active participants and it would be better to be on the board (Governing Council),” Shah Rukh said in response to a query.

    “The BCCI is run by a lot of cricketing and thoughtful minds. We are given forums to discuss issues with the BCCI,” he added.

  • Myntra to initiate new ad campaign

    Myntra to initiate new ad campaign

    BANGALORE: Online fashion and lifestyle products retailer Myntra.com (Myntra) will launch a TVC and online campaign in April-May this year.

    Myntra had earlier twice launched TVC campaigns to supplement its ongoing online communications. The brand has been betting big on online communications, and more specifically Facebook on which it spends a big portion of its mass media communication allocations. Myntra claims that its facebook site has over 700,000 fans.

    Myntra.com says that it is among the Top 5 e-commerce companies with over 2,00,000 daily visitors to its site. It claims to have already reached out to 10,000 zip codes across the country and is constantly expanding its network to support the growing demand.

    Said Myntra founder and CEO Mukesh Bansal, “We have built the largest catalog in fashion & lifestyle category with over 200 brands, have very extensive supply-chain capabilities including world-class warehouse in multiple cities and our own logistics network in large cities. We will continue to invest aggressively in our technology platform, supply-chain and the Myntra brand to rapidly scale the business.”

    Bansal estimates the current online fashion and fashion products market at about Rs 10 billion and expects it to grow to Rs 100 billion over the next five years.

    Myntra has received overall funding of $40 million through venture capitalists like Tiger Global, IndoUS, IDG & Accel Partners.

  • Hindi GEC viewership down 6.5% in 2011: TAM

    Hindi GEC viewership down 6.5% in 2011: TAM

    MUMBAI: The Hindi GEC (general entertainment channel) genre has seen a 6.5 per cent fall over the prior year due to audience fragmentation particularly in the metro cities of India, according to a study by television ratings agency TAM.

    Delhi, Maharashtra, UP and Gujarat have been the Top performing markets for Hindi GEC genre across years and the viewership returns from Metros have seen a slight drop.

    Titled Impatient Generation, the report was released during the IMC Fusion 2012. It said that the Hindi GEC genre in 2011 has shown a consistent growth in 1-hour special fiction episodes during prime-time on Weekends.

    Another interesting finding is that the share of Hindi News genre jumped 10 per cent in 2011, after decreasing in 2010. Returns from news bulletins have witnessed an increase while viewing proportion from telecast of review/reports has witnessed a decline across years.

    In the Hindi movie channels space, the number of unique movies aired in 2011 has decreased by 10 per cent. Both airtime and viewership of South dubbed movies has seen a clear growth in the year 2011.

    The days of watching the epics on pubcaster Doordarshan decades ago in the living room by an entire family huddled together are unlikely to happen again, because of the increasing fragmentation of viewership in Indian homes.

    According to TAM CEO L V Krishnan, “This new phenomenon has emerged because of the rise of the assertive, impatient and highly articulate generation of today in most Indian families, thanks to newer media and broadcast technologies, increasing diversities of content, and of course, advancement of new age mediums, that are able to cater to the differing tastes and preferences simultaneously.”

    Krishnan believes that people‘s dependency on TV as an effective communication medium has been escalating. Also, the common man’s TV viewing behaviour can no longer be predicted with certainty. Time spent on TV watching by all sections of people varies in a wide range. Viewing behaviour increasingly differs across a spectrum of gender, age, geography, and social mores and cultures.

    TAM launched the third edition of an annual report on TV viewing patterns.The report is a compilation of the past year’s TV viewing trends across various channel genres and regions in India. This attempts to update advertisers and marketers. TV broadcasters and production houses can know when and how TV audiences are changing in their tastes and preferences, what they are rejecting as programme offering, and what is getting accepted.

    The report shows that GRPs (gross rating points) in English entertainment have increased by almost 50 per cent with reach and time spent contributing to the gain. Increase of digital penetration in key metro markets has also led to greater access for the channels. The growth in consumption led by time spent is showing a 15 per cent-20 per cent increase.

    Kids Channels genre with 18 per cent share seems to be on a growth path with new channel launches in 2011. Today, 14 channels constitute the genre. The reach levels for 10-14 years age band has improved in 2011. With the increase in number of channels, kids’ genre witnessed a continuous increase in viewership share since 2008. Homes with kids are faster in adapting to Digital TV platforms with growth rate touching almost 60 per cent in 2011.

    Sports genre witnessed 200 million unique viewers in year 2011. There has been 18 per cent rise in Sports content on TV during Year 2011. Live sports coverage continued to garner over 50 per cent of the viewing for any sports content. 2011 saw 35 per cent growth in advertising volumes, but 70 per cent of volumes continued to be garnered by cricket.

    In the regional space, Digital penetration in Tamil Nadu increased by 17 per cent. Increase in viewership is because time spent levels increased by 3 per cent in Tamil Nadu market. Also, Tamil GECs, Music and Sports witnessed increase in viewership.

    In Andhra Pradesh, the digital penetration has touched 8 per cent. While overall time spent on TV is high (over 3 hours daily), its growth is just 1 per cent over 2010.

    Kannada GECs and news are primarily on a growth track in viewership. While serials have provided almost 3 times ROI, the growth in viewing for this genre in Karnataka has continued to be with an average of almost 20 per cent in 2011.

    In Kerala, fall of time spent by 6 per cent was seen. It has resulted in overall TV viewing coming down in 2011 but the introduction of new channels has resulted in a growth in viewing again the last few weeks of 2011.

    Malayalam GECs have a share of 50 per cent with news, movies and music following. Malayalam Kids Content saw a viewership rise with the launch of a new channel –Kochu TV.

    Viewership of Bangla regional has witnessed a steady and fast growth from 5 per cent share in the year 2000 to 43 per cent as of 2011. There has been a growth in ratings for regional movies and events in West Bengal as compared to Hindi movies and events.

    In Maharashtra, although total TV viewing remained steady, viewership of Marathi regional has seen a growth over last year. The growth is seen maximum on digital TV platforms (31 per cent), as compared to analogue set of viewers (13 per cent). Unlike 2010, the Marathi GEC genre had prioritised the airtime mostly for the higher ROI generating contents like fiction, movies and reality shows. Chat shows/ interviews (in Marathi News Channels) now constitute about 12 per cent of airtime contributing about 14 per cent of total viewership.

  • M&C Saatchi bags W’s creative biz

    M&C Saatchi bags W’s creative biz

    MUMBAI: M&C Saatchi has won the creative mandate for W, an Indian contemporary ready-to-wear brand for women.

    TCNS Clothing Company CEO Anant Daga said, “We were impressed by M&C Saatchi’s in-depth understanding of the women’s apparel market and the target consumer. We found in M&C Saatchi a partner, who has the strategy, market analysis, creative expression all figured out just right for W. Indian women’s wear market is large, unorganised and untapped. Being a leading women’s wear brand, W is well positioned to capitalise on this opportunity and with M&C Saatchi we look towards achieving greater successes for the brand.”

    M&C Saatchi CEO Anjali Nayar averred, “It was a great start to the year. And we are excited about having added W to our portfolio. With retail growing at this pace, we see a lot of scope to do some interesting work together.”

    W, a part of TCNS Clothing designs, manufactures and retails fashionable garments for the Indian women.

    M&C Saatchi executive creative director Richa Sinha said, “We are happy to have got W as it is a brand that’s close to our heart. What makes W so special is the fact that the brand truly embodies the true spirit of the modern Indian woman and doesn’t believe in slotting women in their clichéd roles.”

  • Publicis Groupe posts 7% growth in 2011

    Publicis Groupe posts 7% growth in 2011

    MUMBAI: European communications company Publicis Groupe has posted a 7.3 per cent rise in consolidated revenue in 2011 to 5816 million euro compared to 5418 million euro in 2010.

    The company’s organic growth was 5.7 per cent in 2011 while in 2010 it was 8.3 per cent, which was a result of a recovery in the market after the downswing in 2009.

    The revenue breakdown reveals that advertising contributed to 31 per cent of revenue and media to 19 per cent, while SAMS which includes digital contributed 50 per cent in 2011. in the previous year, advertising made up for 32.6 per cent, media for 20 per cent and SAMS for 47.4 per cent of the total revenue.

    Geographically speaking, Latin America recorded the biggest leap in revenue growth at 31.7 per cent (374 million euro in 2011 as compared to 284 million in 2010). The Asia-Pacific region followed with a growth of 11.8 per cent earning 690 million euros this year compared to 617 in 2010. Europe, Africa & Middle East and North America followed with growth rates of 6.3 per cent, 6.0 per cent and 4.4 per cent respectively.

    Publicis Groupe chairman and CEO Maurice Levy said, “In a context of sovereign debt crisis and economic slowdown, Publicis has not only outperformed the market, more remarkably it has improved on its own outstanding performance of 2010. The Group’s margin, which has improved very satisfactorily, is back on the 16% mark while we continued investment in technology and talent. We have continued to pursue our strategy of making targeted acquisitions in digital communications and high-growth countries.”

    Publicis would take a cautious yet confident stride towards 2012, Levy added.

  • PepsiCo to up ad spend, trim agencies from 150 to 50

    PepsiCo to up ad spend, trim agencies from 150 to 50

    MUMBAI: Calling 2012 a transition year, PepsiCo announced that it will be adding to the advertising spends kitty. In a strategy to position itself for growth, the company also said it will reduce the agencies on its roster and lay off employese while adding to the A&P spends.

    As reported in the Ad Age, the company will invest an additional $500 million to $600 million to advertise its brands this year following a six month review, with a focus on North America. Up to $100 million in additional spending will focus on things like in-store display racks.

    In the coming years as well, PepsiCo will maintain or increase that rate of support to maintain ad spending as a particular percentage of revenue.

    According to an analysis from Jefferies & Co. as a percentage of sales Coca-Cola spent 8 per cent on marketing in 2010 while PepsiCo spent just 3 per cent on its beverage brands.

    PepsiCo CEO Indra Nooyi is looking to boost U.S. beverage sales and regain market share from Coca-Cola.

    It is reported that the additional spending will focus on a dozen core brands like Pepsi, Gatorade, Tropicana, Mtn Dew, Sierra Mist, Lipton, Mirinda, Lay‘s, Sun Chips, Cheetos, Doritos and Quaker rather than spreading it across a wide swathe of its beverage and snack brands.

    PepsiCo said it will reduce the number of agency partners in the beverages section from 150 to 50 in order to make way for the new investments. Currently TBWA /Chiat/Day manages the Pepsi trademark in the U.S. as well as Gatorade and Tostitos. BBDO works with Mountain Dew and remains involved with the Pepsi trademark globally. Goodby Silverstein & Partners handles Cheetos and Doritos while Energy BBDO is responsible for Lay‘s and Sun Chips.

    The company recently added Brad Jakeman as president-global enjoyment and chief creative officer and Lorraine Hansen as senior VP-global hydration.

    It has also been reported that the company is in plans to lay off 8,700 employees or about 3 per cent of PepsiCo ‘s global workforce across 30 countries. The company says it will reduce costs by an incremental $1.5 billion in the next three years with $500 million in savings each year.

  • Aviva explores father and child relationship in new campaign

    Aviva explores father and child relationship in new campaign

    MUMBAI: Aviva India launched a new brand campaign exploring father and child relationship.

    The TVC was released on 7 February. This 35-second TVC, which will be playing across channels, will also be supported by a 360 degree marketing campaign involving print, outdoor and digital communication to drive the message to the target audience.

    Building further on Aviva’s association with child space, this campaign looks beyond only child education insurance by taking a holistic view of protecting the child against all odds in life from a father’s lens.

    Aviva’s new brand campaign aims to highlight a father’s most important role – that of a protector along with all the other roles that he plays.

    The TVC shows Aviva’s brand ambassador Sachin Tendulkar introducing father of a new born to his future roles as a father which includes role of a friend, a guide, and teacher. However he is told that the most important role that he must play as a father is that of a protector, by ensuring that his child is well protected against the inconsistencies of life whether or not he is around.

    Aviva Life Insurance director – marketing Gaurav Rajput said, “Taking cognizance of India’s demographics and the concerns of young parents in the nation, three years back Aviva decided to concentrate on the child insurance space. As part of the insights study that we conducted recently, we realized that while education remains one of the key concerns of parents, in the bigger picture protecting child holistically is becoming more significant. We believe that no one has explored the father and child relationship and the evolution of the same over the years and in the protection space, father clearly plays a bigger role in a child’s life. “

    He added, “While many campaigns in the past have stressed on the importance of a mother’s role in a child’s life,there are very few which have attempted to underline a father’s contribution. Through this campaign Aviva intends to celebrate fatherhood by educating fathers about their most important role and encouraging them to protect their child’s future through appropriate insurance.”

  • Shah Rukh Khan to be Royal Stag’s brand ambassador

    Shah Rukh Khan to be Royal Stag’s brand ambassador

    MUMBAI: Pernod Ricard India’s liquor brand, Seagrams Royal Stag, has roped in Bollywood actor Shah Rukh Khan to join its bevy of brand ambassadors.

    SRK will work with Saif Ali Khan who has been the brand ambassador for the last several years.

    Royal Stag has also signed new stars who today believe in making it large like actor Rana Daggubati of the ‘Dum Maro Dum’ fame and Bengali Dev.

    The Shah Rukh Khan association will bring to life a real ‘Make it Large’ human story – an outsider to the film world, dreaming big, and making it to the zenith.

    Pernod Ricard India vice president marketing Bikram Basu said, “Shah Rukh Khan dared to dream and achieve. Dream big, and achieve really big. We have great common ground with Royal Stag and him in ‘making it large’.”

  • Nick unveils toys of its entertainment brands

    Nick unveils toys of its entertainment brands

    MUMBAI: US kids broadcaster Nickelodeon is headed to Toy Fair 2012 with a toy portfolio, based on entertainment brands for preschoolers, kids, and tweens.

    Nickelodeon will unveil products for both new and established properties, including ‘Teenage Mutant Ninja Turtles’, ‘Winx Club’, ‘Team Umizoomi’, ‘Dora the Explorer’, ‘SpongeBob SquarePants’ and ‘Victorious’.

    Playmates Toys will show a new line of toys inspired by the broadcaster’s new CG-animated ‘Teenage Mutant Ninja Turtles’. Currently in production at the Nickelodeon Animation Studio in Burbank, California, the series is set to premiere later this year. The new series explores the camaraderie of four teenage brothers learning to rely on one another as they unravel the mystery of their existence and train to become heroes in a half shell. Playmates Toys has been the partner responsible for the TMNT toy lines over the last two decades, and this year‘s lineup includes basic, deluxe, and collectible action figures, as well as Ninja gear, playsets, and vehicles.

    Another new Nickelodeon property, Winx Club, is an animated modern fantasy adventure series that follows six best friends — Bloom, Stella, Flora, Musa, Tecna and Aisha — enrolled in Alfea College, the finest fairy school in all the realms. Jakks Pacific and its Creative Designs International (CDI) and Disguise Halloween divisions will debut a new line of dolls, playsets, accessories, dress-up, role play items and Halloween costumes based on the series.

    Building on the ‘Winx Club’ doll line from Jakks, Creative Designs International has created a beautiful assortment of role-play dresses and fairy wings for girls who want to transform themselves into their favorite Winx Club member.

    The Jakks Pacific, CDI and Disguise product lines are scheduled to launch later this year to coincide with the premiere of the brand new CG episodes of ‘Winx Club’ on Nickelodeon.

    Nickelodeon and Fisher-Price will introduce new toy lines for ‘Team Umizoomi’ and ‘Dora the Explorer’. This is the first toy line for Team Umizoomi, which will incorporate elements from the show featuring Umi-friends, Geo, Milli, and Bot by infusing their “mighty math powers” into this preschool toy line.

    ‘Team Umizoomi’ products from Fisher-Price include figures, basic and learning plush, bath toys, and vehicles. Building on the past success of Fisher-Price toys inspired by Dora, new products for 2012 will include a dollhouse, playsets, dolls and role play toys.

    ‘SpongeBob SquarePants’, who has entertained fans of all ages for more than a decade, is the inspiration for new toys from Fisher-Price‘s Imaginext brand. The new line includes playsets, vehicles, and figures where SpongeBob is featured in the iconic Imaginext look. SpongeBob is also the inspiration for two new building sets from The Lego Group, which debut at Toy Fair.

    Finally, Victorious master toy licensee Spin Master will unveil new products for the series. The show is about teenagers navigating life at the performing arts high school Hollywood Arts. The 2012 offerings will expand upon the success of Spin Master‘s first Victorious toy launch in October 2011. The new line will feature fashion dolls, and role play, including a new Tori Singing Doll featuring the song, ‘Best Friend‘s Brother’.

    Feature dolls for additional Victorious characters, including Trina (Daniella Monet), Cat (Ariana Grande) and Jade (Elizabeth Gillies) are also included.

    Nickelodeon senior VP, global toys and consumer electronics Manuel Torres said, “Nickelodeon‘s presence at Toy Fair 2012 is our strongest toy portfolio ever, and demonstrates our influence with kids of all ages, from preschoolers, to kids, and tweens. Our robust programming line-up has given us a tremendous opportunity to develop exciting toys for both girls and boys, to bring their favorite characters to life through active play.”

  • Percept/H creates new TVC for Good Morning International Tea

    Percept/H creates new TVC for Good Morning International Tea

    MUMBAI: Percept H has conceptualised a new TVC for Good Morning International Tea.

    The new TVC is a morning scene of a couple making their morning cup while dancing in synchronized movements. The sensuality between the dancing couple is matched with the making of the tea. The metaphor of a good morning is matched when the couple takes their first sip opening their eyes to a nice sunny morning. The music is a mix of tango and salsa with that hip swaying liquid feel.

    Percept/H CCO Ryan Menezes said, “Everybody wants to wake up to a good morning. Which is why the couple in the film wake up only when they sip the tea. Good Morning International Tea is not an ordinary tea, it‘s made with a lot of passion, and we wanted to portray that same passion in the tea making ritual shown in the film.”

    The film is made by Bang Bang Films, produced by Natasha Malhotra and directed by Siddarth Sikand.

    Good Morning International Tea executive director – sales and marketing Parag Desai said, “I felt that this would be a perfect showcase for Good Morning International Tea, one of our most premium blends. Just watching the film will give the audience a sense of how great the tea is – and make them want to not just try it but also make it! “