ITV

Category: MAM

  • M&C Saatchi wins T24 Mobile creative account

    M&C Saatchi wins T24 Mobile creative account

    MUMBAI: M&C Saatchi has been selected as the creative agency for Future Group‘s T24 Mobile.

    T24 is an “unpaid” GSM mobile service and an alliance between Tata Teleservices and Future Group.

    Confirming the development, Future Media and Future Telecom, Future Group (Customer strategy) CEO Sandip Tarkas said, “T24 Mobile is one of the world‘s most unique initiative where we have loyalty programme associated with the services. We chose M&C Saatchi because we needed agency that has experience beyond creativity like in marketing and loyalty programme. To go forward with this the agency needs to segment customers and make segmented strategy and plan.”

    Tarkas also added that the company will spend close to Rs 250 million by the end of the fiscal on the creatives for T24.

    DDB Mudra and M&C Saatchi participated in the pitch.

  • Coca-Cola to usher in New Year with a fresh campaign

    Coca-Cola to usher in New Year with a fresh campaign

    MUMBAI: Coca-Cola is launching a new communication campaign- ‘Believe in a Happier Tomorrow‘ this New Year.

    The integrated communication programme will be leveraged through social media, radio platforms and on-ground initiatives.

    The beverage company said that the campaign celebrates values of happiness and optimism, urging people to look at the brighter side of life, celebrating people who radiate optimism, with myriad reasons to believe in a wonderful year ahead.

    The new campaign has been conceptualised by the creative team at McCann Delhi. The jingle ‘Umeed Wali Dhoop, Sunshine Wali Aasha‘ has been penned by Prasoon Joshi while the music is credited to Bollywood music composer, Shantanu Moitra.

    Coca-Cola India and South West Asia VP-marketing Anupama Ahluwalia said, “Coca-Cola has spread happiness for over 125 years. As we prepare to usher in another New Year, it is the season of spreading good cheer and the perfect time to look ahead with a positive outlook. Our latest campaign captures the spirit of hope and optimism, further establishing the brand‘s ‘philosophy‘ by urging people to believe in a happier tomorrow.”

    “This is more than just a campaign for Coca-Cola and we are confident that the new campaign will strike a chord of happiness with our consumers and the chorus of happy children will warm the hearts and add to the spirit of positivity for the coming year,” he added.

    The film has been directed by Kaushik Sarkar, and produced by the production house, Apostrophe.

  • Zee’s marketing push to Zee Cine Awards

    Zee’s marketing push to Zee Cine Awards

    MUMBAI: Zee Entertainment Enterprises Limited (Zeel) is launching a synergistic, collaborative campaign for Zee Cine Awards (ZCA), which are to be held in January next year.

    The campaign will be launched in all of Zeel‘s international territories including the Americas, the United Kingdom, Asia Pacific (APAC), Middle East, North Africa, Pakistan (MENAP) and South Africa.

    Zeel‘s cross-promotional initiatives will be further strengthened by its global distribution and marketing edge, the company said.

    The global campaign will cut across outdoors, print, radio, on-air promotions and interactive contests. It will also explore the digital space including social media, mobile-based apps and forge strategic tie-ups in every region to ensure a 360 degree connect with the Indian diaspora.

    The coming together of Zeel‘s global marketing teams will see more than 30,000 promos running across its global network in 168 countries.

    It has also kick started a contest from 24 December, when the nominations were announced, wherein viewers from across the world can send in their votes for their favourite nominees. Lucky winners will be flown in to Macau to stay and attend the award ceremony at The Venetian Macao.

    In the digital space, there will be increased consumer interactivity on the official Zee Cine Awards website. This will help increase presence on social media such as Facebook and Twitter as also interactive mobile applications, the company said.

    Fans will have access to videos of behind-the-scenes star rehearsals, the ZCA premiere and red carpet events planned in Macau in addition to excerpts from the last 12 editions of Zee Cine Awards.

    Additionally, Facebook users will soon be able to access a slew of applications. Fans will also be able to interact with their favourite stars through video chats and buy merchandise autographed by leading stars as Zeel partners with an auction web portal.

    The award ceremony will be hosted by the Bollywood actors- Shah Rukh Khan and Priyanka Chopra. Shahid Kapoor will be giving a tribute to Dev Anand through his performance.

    Besides locals from the city that it will be held in, the awards will attract 600 million viewers to television screens the world over, Zeel claims.

  • MTV launches co-branded adventure bikes with Firefox

    MTV launches co-branded adventure bikes with Firefox

    MUMBAI: MTV India, the youth brand, and leisure biking company Firefox Bikes, have partnered to launch co-branded adventure bikes.

    The new range of product line-up will be unveiled at the upcoming 11th Auto Expo.

    Viacom18 Sr VP – Consumer Products Sandeep Dahiya said, “Adventure biking is surely becoming a regular feature of more and more people‘s lives – both as a healthy commute as well as a lifestyle statement. We‘re delighted to partner with
    Firefox, to launch MTV range of adventure bikes in India.”

    “The launch of MTV adventure bikes also marks the beginning of extending MTV licensed products in unconventional categories and 2012 is going to see more and more of that,” Dahiya added.

    Firefox Bikes MD Shiv Inder Singh said, “Worldwide cycling revolution is catching up as an alternative system of transport, and now more and more people are realising the benefits of cycling as a form to shed obesity and weight. We at Firefox have been providing newer versions and variations for the Indians to enjoy the ride and be a part of an environment friendly drive.”

    With the latest deal, MTV consumer products are now available in over 10 categories with eye-wear, bags, stationery & paper, debit cards, mobile phones, bed-linen and helmets, amongst others. Its key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird, Wildcraft, Lava Mobiles and ‘Mochi – The Shoe Shoppe‘.

  • MTS ropes in Imran Khan as brand ambassador

    MTS ropes in Imran Khan as brand ambassador

    MUMBAI: Telecom brand MTS has signed Bollywood icon Imran Khan as its brand ambassador. The deal was facilitated by Kwan Entertainment.

    Sistema Shyam TeleServices, which operates MTS brand, and Khan have entered into a multiyear contract and the actor will play an integral part across all MTS‘ forthcoming campaigns.

    MTS India chief marketing and sales officer Leonid Musatov said, “Brand MTS is all about experimenting and doing things differently. When we cross mapped these attributes, Imran came across as a clear choice. Both believe in challenging the norm and being a ‘Step Ahead‘ when it comes to their appeal amongst the youth.”

    Khan said, “What drew me towards a global brand like MTS was its energy and its desire to connect and engage with people specially the youth. Given the times we live in, a national telecom operator like MTS is also a big unifier, connecting the nook and corners of our country. I am delighted to come on board and be a part of the same journey.”

    MTS plans to leverage Khan‘s association through mass media, online space and a range of on ground initiatives across all its key markets. The brand will offer an array of voice and data solutions to its customers including youth. This includes smart devices and MBlaze dongles through prepaid and postpaid plans. To further strengthen its engagement with the youth, MTS has rolled out ‘Red Energy‘ a youth outreach program. Khan is expected to be a part of this program.

  • NeuroFocus research highlights importance of context for advertisers

    NeuroFocus research highlights importance of context for advertisers

    MUMBAI: NeuroFocus, which works in the area of applying neuroscience to consumer insights, has announced the results of a new study that takes a look at consumer engagement on premium websites.

    Designed to understand quantitatively how people respond to different online experiences, the research underscores the importance of context for marketers and for optimizing their messages across different types of media. Facebook collaborated with NeuroFocus on the first study in the paper.

    To compare a spectrum of premium website experiences, NeuroFocus tested three popular website homepages: the New York Times homepage (representing a hard news and commentary experience), Yahoo‘s non personalised homepage (representing a light news and entertainment experience), and a Facebook News Feed Page (representing a social experience). NeuroFocus‘ three primary Neuro Metrics were then used to analyse consumers‘ subconscious responses to each of these sites: attention, emotional engagement, and memory retention.

    Using those same measures, NeuroFocus fielded a second study that examined people‘s responses to the same advertisement but in different environments -on TV, on a corporate website, and on a Facebook brand Page.

    The overall key findings:

    • Based on NeuroFocus norms, Yahoo!, The New York Times, and Facebook deliver substantially more engaging experiences than the average website.
    • Consumers respond differently to premium websites oriented toward different purposes. These differences are represented neurologically by different levels of attention, memory, and emotional engagement. For instance, the New York Times scored highest on memory.
    • Similarly, consumers respond differently to the same advertisement presented in a different medium. For example, the ad presented on a Facebook brand pages scored higher on emotional engagement vs. on TV or a corporate website.

    NeuroFocus CEO AK Pradeep said, “This study underscores what full brain neurological testing measurements can bring to critical decision making when it comes to allocating advertising campaigns across online experiences. The ability to understand consumers‘ subconscious responses to premium websites brings new understanding on how people engage with online and social media sites.”

  • Zee TV conducts dance mobs to promote DID 3

    Zee TV conducts dance mobs to promote DID 3

    MUMBAI: Zee TV, the flagship channel from the Zee Entertainment Enterprises Ltd (Zeel) stable, conducted flash mobs across various parts of Mumbai and Delhi on the Christmas Eve to increase viewership and brand effectiveness of season 3 of its popular dance reality show, Dance India Dance.

    On 23 and 24 December, many parts of Mumbai and Delhi saw a mob of nearly 50/100 people all dressed as collegians, shopkeepers and local residents, shaking their legs on Bollywood numbers.

    The dancemob was an initiative that was a part of the 360 degree campaign that the channel has planned during the launch phase of the show.

    With an aim to create a buzz on Dance India Dance Season 3, the dancemobs were conducted in various locations like Rajouri Garden market, PVR Anupam (Saket) and PVR Satyam (Janakpuri) in Delhi while in Mumbai they were conducted at Cinemax Andheri and PVR Phoenix Mall, Lower Parel.

    A similar activity was conducted on 24 December at Chhatrapati Shivaji Terminus and Churchgate stations.

    The channel has started airing auditions episodes since 24 December at 8.30 pm weekend band.

  • Cheil WW bags Delhi Daredevils’ creative, digital mandate

    Cheil WW bags Delhi Daredevils’ creative, digital mandate

    MUMBAI: Cheil WW SW Asia has bagged the IPL Delhi franchise Delhi Daredevils’ entire creative and digital mandate following a multi-agency pitch.

    There were 12 agencies pitching for the GMR Sports owned IPL team’s business. The multi-session pitch involved strategy, creative and execution plan presentations including Digital, BTL (below-the-line) and ATL (above-the-line).

    Cheil WW SW Asia COO Alok Agrawal said, “This is exciting and passions are running high. Taking into account the rigorous pitch process and the competition we are truly delighted. This win is also testimony to Cheil’s integrated expertise and its global sports marketing capabilities. The challenge is to build unique brand loyalty for Delhi Daredevils and make it a powerful fan motivator. Our approach centred around engaging the fan online and on ground. We truly understand that a brand like Delhi Daredevils is built with engagement and not advertising.”

    GMR Sports VP – head operations Amrit Mathur added, “Cheil’s understanding, strategy, ideas and passion for Delhi Daredevils clearly resonated next level thinking required for brand engagement and fan loyalty. We are looking forward to our partnership with Cheil and building our engagement with our fans in keeping with our overall strategy.”

    Cheil WW SW Asia MD Jae Hong Kim added, “We are happy to be associated with the Delhi Daredevils team. Cheil has great experience in sports marketing the world over including the Olympics and Chelsea Football Club. We hope to bring all that experience to Delhi Daredevils.”

  • Dulux Paints uses vignettes for brand promotion

    Dulux Paints uses vignettes for brand promotion

    MUMBAI: AkzoNobel, the paints and coatings company, has launched a new media innovation in India for its flagship decorative paints brand, Dulux.

    Exploring a new format Dulux Paints has tied up with three television serials from Star Plus and Sony Entertainment Television to create small vignettes, which echo the ethos of the of its recently launched thematic campaign, ‘Apne Rang Chhalakne Do‘.

    As part of the media innovation, Dulux has shot the lead pair from ‘Yeh Rishta Kya Kehlata Hai‘ and ‘Iss Pyar Ko Kya Naam Doon‘, both from Star Plus and ‘Saas Bina Sasural‘ from Sony in their own setting and created vignettes that bring alive the relationship between personality and colour.

    The vignettes highlight the relationship between different characters and how each character has a different shade to them. Each media clip showcases the relationship between the main two protagonists and explains it in terms of a Dulux shade.

    AkzoNobel India Dulux marketing manager Pushkar Jain said, “The new proposition of Dulux, ‘Apne Rang Chhalakne do‘ has a universal appeal. The simplicity of the media vignettes makes this a powerful communication. Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea.”

    Maxus general manager north and east Mausumi Kar said, “We won‘t term what we created and executed for Dulux as vignettes. These are brand stories which are a perfect mix of brand communication with the channel content.”

  • Simba ties up with Exelixi to launch 50 stores in India

    Simba ties up with Exelixi to launch 50 stores in India

    MUMBAI: German toy manufacturer Simba Toys is all set to enter the Indian markets with the launch of 50 multi brand stores in the first quarter of 2012.

    Exelixi Management has been roped in as the master franchisee in the country by the Simba-Dickie Group. The company entered India in 2009.

    The stores will stock products from Simba Toy’s portfolio and merchandise from other well known brand in other categories. The stores are to measure between 1000-1200 square feet each.

    Simba Toys CEO – India, Middle East and North Africa Ben Nabert said, “While Simba is still young in India. We have already seen robust growth over the past two years. We believe that the toys and games market is highly under serviced and Simba’s world class products along with Exelixi’s operational and marketing skills can help create a high quality shopping option for the consumer.”

    He added, “We believe that this will be a great step towards consolidation in the highly fragmented Indian market where less than 25 per cent business is in the organized sector and less than 10 per cent of the organized sector is serviced by the current top 3 players.”

    Simba Toys currently has over 80 brands and 3000+ SKUs in India and also holds licenses to properties like Cars2, Steffi Love and Squap and is a leading player in the back to school market.