ITV

Category: MAM

  • Marketers to up email marketing spends by over 11% in 2012

    Marketers to up email marketing spends by over 11% in 2012

    NEW DELHI: Following the Telecom Regulatory Authority of India’s (Trai) directive on usage of SMS for promotional messages, marketers plan to increase their budgets towards email marketing by more than 11 per cent in 2012.

    According to ‘Gearing up for Growth’, India e-marketing outlook for 2012 conducted by Octane Marketing, as many as 35 per cent of those interviewed wanted to increase their email marketing.

    The study showed that the top five industry verticals in India in terms of e-Marketing investment are Retail and Distribution (including online retail and ecommerce) – 32 per cent, Media and Entertainment – 17 per cent, IT and ITES – 11 per cent, Services and Consulting (including marketing agencies) – 9 per cent and Education – 8 per cent.

    Customer Acquisition continues to be the primary goal for marketing initiatives over the last two years.

    Social media initiatives are gaining momentum and email continues to be the most effective marketing channel. Social Media (68.8 per cent) and email Marketing (53.1 per cent) emerge as the top two online marketing initiatives that will see an increase in marketing investments in 2012, as compared to 2011.

    A majority of India marketers (36 per cent) want a code of conduct by an industry body like the Internet and Mobile Association of India (IAMAI), while 31.5 per cent of participants believe stronger anti-spam laws like CAN-SPAM would curb SPAM campaigns in India.

    There is a remarkable increase of 18 per cent in the number of India marketers who see the importance of integrating email and social media campaigns in 2012.

    A high number of India marketers (62 per cent) feel that the email and SMS marketing programmes are effective in meeting agreed goals.

    Comparative analysis of data revealed that more that 80 per cent of the respondents agree that integrated (email and SMS) campaigns influence conversion rates.

    Reaching the Inbox (and not the Junk/Spam folder), increasing ROI and building subscribers list are seen to be the top three challenges for the last two successive years.

    In 2011, an increased dependence was seen on email service providers or ESPs (like Octane) to provide assured inbox delivery of email messages (25.5 per cent respondents in 2011 V/s 19.2 per cent in 2010). There was a decline in the role of IT in ensuring inbox deliverability over the last year.

    At The outset, the report says e-Marketing in India has seen unprecedented growth in recent years as an efficient distribution channel to reach out to the consumers, offering a unique value generating proposition for all stakeholders. This has been largely because of the high adoption growth of online and mobile technologies in India.

    Internet usage in India has almost tripled over the last three years and there are approx. 100 million Internet users and 800 million mobile connections in the country. According to IMRB estimates, out of the 35 million claimed mobile Internet users, 26.3 million (75 per cent) are active mobile Internet users.

    IAMAI says lower subscription rentals, availability of feature-rich cell phones at cheaper prices, increased PC and digital Literacy, greater awareness of the Internet medium are some of the reasons why mobile Internet penetration has risen in India. With the double digit rise in shipments of Smartphones in India in 2012, more and more users in India will have access to mobile Internet at a price point lower than ever before.

    The Annual India e-Marketing Research 2012 is based on surveys conducted with reputed market leaders. The primary objective of this research report is to provide insights to marketers on the trends and technologies impacting e-Marketing in India in the last two years.

  • iNext rolls out new campaign conceptualised by Mudra Max

    iNext rolls out new campaign conceptualised by Mudra Max

    MUMBAI: Jagran Prakashan’s tabloid iNext has launched a new campaign to make inextlive.com the “news website of choice for the youth”.

    Created by Mudra Max, the campaign will run for three months.

    Mudra Max has defined the target group (TG) of iNext as one with traditional values but global aspirations. They covet fame and are materialistic but still care for their parents. They live in tier 2 and 3 cities and villages of India. On the Internet, the TG is looking for Infotainment – songs, music, local news, and videos.

    Taking these into consideration, a folk singing competition, IKtara, was used to launch the website with a fresh look and feel. The company claims that this competition would bring the TG close to the tabloid; as registrations and updates about the competition will be available on the website of Inextlive, exposure to the fresh website was bound to be there.

    A call to action for the youth was created with the tagline “Aao Maati ki dhun sunao”. An online media plan along with print support from iNext and Dainik Jagran was designed to launch the campaign.

    On the social media front, the Youtube, Facebook and Twitter pages of Inextlive were revamped. The likes to the page were targeted to get regular fans of iNextlive page.

    Also, for the initial three days, a teaser campaign was launched before the final campaign to announce the competition.

    Mudra Group COO Pratap Bose said, “The challenge was to launch with an idea that brings stature, awareness and engagement for iNextlive and endears iNext to its core constituency. Initial results of the campaign are more than encouraging to say the least.”

    Inext COO and editor Alok Sanwal added, “Not only will it bring this largely neglected form of music to the fore, but also help amateur folk singers venture into the mainstream and connect the youth of today with the music of their roots.”

    Iktara is an initiative to have happened on the web-space, wherein except the shortlisting by judges and recording of the content in studios everything else such as the call for entry, registration, upload of user generated content and finally the airing of the content is all on the same platform.

    IKtara received 532 users registered for the competition within four days of the teaser campaign. Also, daily visitors to inextlive.com have almost grown three times after the launch of campaign.

  • Kotak Life Insurance launches new ad campaign

    Kotak Life Insurance launches new ad campaign

    MUMBAI: Kotak Life Insurance has launched a new 360 degree advertisement campaign spanning TV, radio, digital media and outdoor hoardings across the country.

    JWT is the creative agency and Keroscene is the production house for the commercial.

    The campaign will run for five weeks covering TV, radio, outdoor and digital/ online modes.

    TV ads will run on 32 different channels spanning Hindi, Bengali, Tamil, Kannada and Telugu for a period of five weeks. The outdoor campaign in Hinglish, Hindi, Punjabi, Gujarati, Marathi, Bengali, Tamil, Telugu and Malayalam will cover 66 cities over a three-week period. These will be augmented by FM radio and digital/online campaigns.

    The campaign revolves around the concept of guaranteed and regular second income and is pegged to Kotak Assured Income Plan, the company’s flagship product. This theme is based on a usage and attitude research which indicated that in the backdrop of weak economic sentiment and concomitant concerns such as income not keeping pace with inflation, there is a strong affinity towards low risk investments which will over time graduate into guaranteed and regular second income sources.

    Mapping research insight to product benefit, the advertisement’s ‘another you’ theme nudges the viewer to think of how her or his life would be if there were another her or him. The visuals show different everyday and easy to relate scenarios played to a catchy jingle inspired by the evergreen hit ‘Aap jaisa koi Meri Zindagi Mein Aaye’. The ‘another you’ here is a personification of the plan (KAIP) and the certainty of regular and guaranteed additional income it offers.

  • New McDonald’s campaign by Leo Burnett

    New McDonald’s campaign by Leo Burnett

    MUMBAI: Creative agency Leo Burnett has launched the new campaign for McDonald‘s, which is based on the concept ‘happiness doesn‘t come with a price tag’.

    McDonald’s senior director Rameet Arora said, “The new McDonald‘s campaign for the Happy Price Menu reflects the joy, optimism and happiness that epitomises McDonald‘s. The Happy Price Menu, with its affordable pricing and products, opens the doors for everyone, young, old, affluent, budget seeker; working adult, families. The campaign ropes together the brand, the food and the prices. In my opinion it isn’t just advertising for the budget menu, it’s advertising for McDonald‘s the brand.”

    The idea of the campaign is to communicate that while food is what attracts people to McDonald‘s, it is the moments one shares that makes them come back. The burger comes for a price, but the conversations, the human connection one savours while having the food, makes it an occasion.

    Leo Burnett ECD Nitesh Tiwari said, “From discovering love in an arranged marriage to realising that you are more than just a driver to a bunch of school kids to a role reversal between a father and son, all such moments no one can put a price to. So we took these real slice of life situations and married them to the Happy Price Menu’s affordability to create this fresh campaign-emphasizing price yet talking of making moments that will last a lifetime.”

  • Greenply reappoints Olive as its digital partner

    Greenply reappoints Olive as its digital partner

    MUMBAI: Greenply Industries has re-appointed e-business solutions and software development company, Olive e-Business, as its digital partner.

    Greenply Industries VP- marketing Alex Joseph said, “Digital medium has acquired an all new importance, given the changing temperaments today. We have sketched out a very aggressive digital plan with Olive. What you see now is just the tip of the iceberg. What we have in store for you for 2012 is nothing short of a blockbuster.”

    Olive e-Business director Dipin Kapur added, “We marked the beginning of this new alliance by successfully launching the Always Hoyenga campaign online in record time. Always Hoyenga is a thought through marketing strategy wrapped around the TVC. We extended this concept to give it the right digital tenor.”

    As a part of the initial activities, Olive has already launched a campaign-cum contest through a microsite, www.alwayshoyenga.com, and is managing Facebook and other social media platforms for Greenply.

  • KDD India awards media biz to MediaCom

    KDD India awards media biz to MediaCom

    MUMBAI: MediaCom has bagged the media duties of KDD India following a multi-agency pitch. The business will be managed out of MediaCom’s Bangalore office.

    KDD India is a part of KDD Kuwait, a leading manufacturer and distributor of food and beverage products in the Arabian Gulf.

    MediaCom Bangalore GM Anita Devraj Mookerjee led the pitch for the company. Mookerjee said, “It was a very competitive playing field and our innovative and differentiated thinking set us apart. We believe our product offering will add value to KDD India’s business and our knowledge in the category will be further enriched by working with KDD India.”

    Based in Kuwait, KDD is a 50 year old company. It has about 160 products falling into the dairy, juice, ice cream, and culinary categories. They are sold across the Gulf and the Levant.

    MediaCom India, a part of GroupM, is one of the fastest growing media agencies in the country. It won the Grand Emvies in 2011 for the “Talking Newspaper” innovation it they did for Volkswagen.

    MediaCom also manages businesses of Procter and Gamble, Skoda, Audi, Dell, Shell, Wrigley, Revlon and MakeMyTrip.com among others.

  • Grey Bangalore wins Machdar Motorsports’ i1 Superseries creative biz

    Grey Bangalore wins Machdar Motorsports’ i1 Superseries creative biz

    MUMBAI: Grey Bangalore has been awarded the creative duties for the i1 Superseries, the upcoming motorsport racing league by Machdar Motorsports.

    Confirming the news, Grey VP – South Hari Krishnan said, “There were many other agencies in consideration though there wasn‘t a formal pitching that took place. We presented strategies and creatives that the client liked.”

    “We have won Dell India last month so this win helps keep the momentum going. We are putting the communication plan in place. We will deploy social media heavily, and then TV, print and outdoor.”

    The agency has won Qualcomm, JSW cement and Dell India in December last year.

    The i1 superseries will begin with the maiden season of 10 races held across India, the UAE, Qatar, and Malaysia. A total of nine teams and 18 drivers will compete for the title.

    The i1 Supercar Series is a new racing series, designed specifically for Indian audiences. Two cars will represent each team in which one driver will be a certified international motorist, while the other one will be a certified Indian driver.

    Ten Sports is the official broadcast partner for the championship that is scheduled to begin in February 2012.

  • Mahindra initiates multi-media campaign with Duro DZ launch in South India

    Mahindra initiates multi-media campaign with Duro DZ launch in South India

    BANGALORE: Mahindra Two Wheelers Ltd (Mahindra 2 Wheelers) from the Mahindra group has kick-started a multi-media campaign to promote its new 2 wheeler – Duro DZ.

    Following the launch of the Duro DZ in Andhra Pradesh and Kerala starting 7 January, Mahindra launched the scooter in Bangalore and rest of Karnataka today. Duro DZ is to be launched in Tamil Nadu tomorrow.

    “South India along with West India constitutes almost 80 per cent of our two wheeler market. Once the South India launch is completed, we will be launching the Duro DZ in the western part of the country followed by rest of India by March of this year,” said Mahindra 2 Wheelers Vice President of Sales & Customer Care Dharmendra Mishra, while speaking to www.indiantelevision.com.

    A multi-lingual TVC by Interface featuring Bollywood diva Kareena Kapoor has been on air since the past few days on the prominent channels in the four southern states. The TVC is being aired on a number of Sun Group channels in all the four southern states, it is being aired on the three Star Network channels in South India – Vijay TV(Tamil), Suvarna (Kannada) and Asianet (Malayalam), as well as the channels from the TV9 group in these languages, besides Zee Kannada and Telugu and ETV Telugu, Kalaignar TV among others.

    Mahindra 2 Wheelers has also booked spots on all the Radio Mirchi stations in the four southern states, as well as a few Red FM stations. In Bangalore, it has also signed on Radio One for Duro DZ jingles. Print media – mainly newsprint is included in the media plans and the company is looking out for prominent outdoor locations in at least five principal towns and cities in each of the four states.

    The company is looking to up its volumes by around four times over the next few days in South India with the Duro DZ reveal company sources.

  • Madan Sanglikar joins AD2C as CEO

    Madan Sanglikar joins AD2C as CEO

    MUMBAI: Madan Sanglikar has joined AD2C, a digital media start up as its CEO. He was earlier principal partner invention at Mindshare India.

    AD2C is gearing for a big launch in India in a few months.

    Sanglikar brings over 16 years of media industry experience to the company. He comes to AD2C after spending over nine years at Mindshare, having worked on some digitally active advertisers and played an important part in evangelising the medium and recruiting the best talent.

    Prior to working with the Mindshare, Sanglikar has worked with Starcom Worldwide, Mediaturf, Sify and The Times Group.

    Sanglikar is also on the advisory board of AdTech and Vizisense and has been active on various Internet and Mobile Association committees.

  • APCO Worldwide, Aakriti form partnership in India

    APCO Worldwide, Aakriti form partnership in India

    MUMBAI: The India operations of global communication consultancy APCO Worldwide has entered into a strategic partnership with Ahmedabad-based advertising agency Aakriti Promotions and Media, to focus on developing a comprehensive communication offer in the country.

    APCO Worldwide India, Middle East and Africa executive director Philippe Maze-Sencier said, “India is a growing market for APCO and this partnership strategically integrates APCO and Aakriti‘s services to provide a 360-degree communication service to present and future clients.”

    APCO Worldwide India managing director Sukanti Ghosh added, “We are very excited about the opportunities we see in partnering with Aakriti, which will accelerate our plans for APCO‘s growth in India.”

    Aakriti managing director Pankaj Mudholkar said, “Our strategic partnership with APCO will help us provide integrated services to our existing clients and expand opportunities nationally. APCO‘s acclaimed strategic communication record mixed with Aakriti‘s expertise in above-the-line and below-the-line advertising activities will enable the partnership to deliver the best holistic service in the industry.”

    APCO and Aakriti recently partnered to deliver the integrated communication campaign for the Vibrant Gujarat 2011 Summit. APCO was the official relationship partner for the 2011 summit and has been retained for the 2013 summit.