ITV

Category: MAM

  • Polaris rolls out new TVC

    MUMBAI: Polaris has launched new TVC created by Futureuday Communications.


    The 45 second TVC positions Polaris as an ‘off-road‘ vehicle. The tagline says ‘Worlds No 1 Off-Road vehicle, now in India‘.


    Polaris was launched in India in August this year and it is the first TVC the company has rolled out.
     
    According to an official communiqué, it is important to put in perspective that a new category vehicle has rolled into India for the 1st time. Hence, demonstrating the vehicles‘ concept and capability became the most important communication objective.


    Thus, the effort is to present Polaris in all its glory, taking on all kinds of terrain like snow, desert, mountains, muddy trails, forests, lakes, border areas and any possible terrain that normal vehicles would find impossible to access.

  • MSLGroup launches global crisis network

    MSLGroup launches global crisis network

    MUMBAI: Publicis Groupe‘s flagship speciality communications and engagement company MSLGroup has launched a global Crisis Network of 50+ experts, to provide the best advice, guidance and support for clients in troubled times.

    Connected to each other by a proprietary real-time platform, the network is devised to help business leaders prepare for a “new normal”: today‘s fundamental reset in dynamics between individuals, influencers and institutions around trust, power, risk and crisis.

    Alongside 24-7 access to the platform, the crisis experts are also able to leverage the network‘s crisis planning framework and crisis simulation workshop – to help clients plan for and respond to crisis situations effectively.

    MSLGroup‘s chief strategy officer Pascal Beucler said, “Today, business leaders must master the three key interplays shaping crisis in the “new normal”: the interplay between mainstream media and social media, the interplay between local and global dynamics, and the interplay between crisis planning and response. MSLGroup‘s Crisis Network is a one-stop shop to help guide companies and institutions to do just that.”

    Marking the Crisis Network launch, the team has also published its first report, an e-book titled “When Every Crisis is Global, Social and Viral”.

    Section one explores how social media is changing trust, power, risk and crisis. Looking first at the role of social media in societal upheavals in the West (including the terrorist attack in Norway, the riots in London and the Occupy Wall Street movement in the US), the authors then move to the East and review how social media is changing the news ecosystem in China, eroding the wasta system of personal influence in the Middle East and uniting the Indian middle class in a grassroots movement against corruption.

    The second section outlines how corporations can leverage social media to manage risk and reputation. The team of experts then take a look at how social media can play a role at each stage in the crisis curve, describe the art and science of crisis simulation, recommend engaging third party influencers in crisis planning, share lessons from managing the global Crisis Command Center for BP, provide a playbook for handling a crisis on Facebook and end with tips and tricks on crisis management.

  • Bindu Sethi returns to JWT as chief strategy officer

    Bindu Sethi returns to JWT as chief strategy officer

    MUMBAI: JWT has appointed Bindu Sethi as chief strategy officer India.

    The appointment is close on the heels of appointment of Bobby Pawar as its chief creative officer and managing partner for India. The creative agency said that with Sethi‘s appointment will further strengthen the senior leadership of the agency and complete its senior management.

    Earlier this year, Sanjeev Bhargava had joined the agency as managing partner in Delhi and Max Hegerman as head of digital.

    “The Indian market is becoming increasingly complex. Choice has a whole new meaning for the consumer; the strategic challenge is high,” said Bindu. “A smart perspective and smarter ideas can unravel the complexity. It is the creative solution that then finally dissolves complexity and resolves the choice preferences of consumers. Joining JWT puts me in a position to take on these marketing challenges.”

    JWT India CEO Colvyn Harris added, “We are moving decisively to build our bench strength, and bringing Bindu into this role is an important part of that strategy. We are pleased to have Bindu back in the fold. We know from experience that she‘s a valuable asset, and she‘s gone on to grow her skills at the national and Asia Pacific level. Now she brings all that experience back to us, and our clients. Bindu‘s mandate will be to develop and integrate our strategic planning capabilities and help deliver on our vision to be a creative powerhouse as we create the best value proposition for our clients.”

    It‘s a home coming for Sethi as she had worked with JWT in 1988 (then known as Hindustan Thompson Associates or HTA). She comes with experience from both the advertising industry and the corporate sector. She was most recently the Asia Pacific strategy officer for Grey Worldwide, including Grey India‘s national planning director, where she worked with a wide range of clients including GSK, Honda, Reliance Communication, Britannia and Ferrero.

    “Bindu is extremely talented and I am delighted to have her back on board,” said JWT Asia Pacific president Michael Maedel. “She brings depth, experience and insight to this critical leadership role. Given India is an increasingly important market for many of our global clients, this appointment is both vital and timely.”

  • Vizeum India bags X S Real’s media biz

    Vizeum India bags X S Real’s media biz

    MUMBAI: Chennai based property developer, X S Real has appointed Aegis Media‘s Vizeum India as its media AoR.


    Vizeum India will now handle X S Real‘s media mandate to help them talk to their consumers in as captive a manner as possible.


    X S Real CMO S Suresh said, “We welcome Vizeum as our strategic media partners. We found their thinking, contemporary and their team, passionate. This is not one of the best times for our industry and we needed a partner who will understand our business and think on our behalf. We look forward to a productive association and wish Vizeum all the very best.”


    Vizeum MD – Indian Subcontinent S Yesudas added “We have pleasure in welcoming X S Real into the Vizeum family. We will do all that‘s required to ensure the niche the brand has been able to occupy gets further developed with consumers as the real ambassadors. We are thankful to the X S Real management for considering us worthy to partner them in realizing their ambition. This business will be handled out of our Chennai Office.”

  • Zee Studio celebrates ‘Mission Cruise’ this December

    Zee Studio celebrates ‘Mission Cruise’ this December

    MUMBAI: Zee Studio is launching a new property Mission Cruise this December. All through December, movies like ‘War of the Worlds‘, ‘Mission: Impossible‘, ‘MI – 2‘, ‘MI – 3‘ and ‘Minority Report‘ will be aired on Zee Studio on Sunday afternoons.

    To promote the property Zee Studio has initiated marketing activities. On ground activation across Café Coffee Day‘s and Man U Café have been designed.

    Zee Studio has also roped in Zapak and Indiagames as online partners. Online promotions have been lined up on social networks like Facebook, Youtube and Twitter to promote the property. OOH media has also been tapped for the same.

    Zee Studio will also run a contest called ‘Mission to Win It‘. Viewers will have to log on to the Facebook page from where they will have to like the page and then would be directed to a Mission Cruise tab. The tab will have Mission Impossible style communication and the users will have to key in their details to participate post which the details of the contest will be communicated.

    When the movie airs, the ‘agents‘ will be provided clues and lucky winners (every week) will be given prizes.

    The property is being done in conjunction with fact that fourth film in the franchise ‘Mission Impossible – Ghost Protocol‘ is releasing this month.

  • Indians second most confident about their economy: Ipsos Global Study

    Indians second most confident about their economy: Ipsos Global Study

    MUMBAI: India‘s Economic Confidence grew by six points to 75 per cent in the month of October compared to the previous month, becoming the second most economically confident country, according to the global economic report released by Ipsos, the market research company.


    The report, titled ‘Ipsos Global @dvisory: The Economic Pulse of the World‘ is based on 18,682 recent interviews in 24 countries around the world; and examines citizens‘ assessment of the current state of their country‘s economy for a total global perspective.


    Ipsos in India MD Mick Gordon said, “The Indian economy has been well insulated from global economic conditions as it has been fueled by domestic consumption and the increased FDI into the country. Our economy has remained steady at a robust 8.1% and this positive consumer sentiment is seen reflected in our survey.”
     
    How are some of the other global economies performing?


    The global aggregate national assessment was dragged by Europe (-2 points to 24 per cent), which was 16 points lower than the next lowest region, North America (40 per cent). In fact, all the regions have reported declining national economic assessments – the Middle East and Africa (-2 to 60 per cent); Asia Pacific (-1 to 41 per cent); except Latin America (46 per cent) which experienced no change in October.


    Despite all the ups and downs, two countries gained significantly – India gained six points to reach 75 per cent; while South Africa gained five points to reach 39 per cent. So, if one looks at the pecking order: Global leader Saudi Arabia experienced a six-point drop to 83 per cent but continued to hold its pole position; India as mentioned earlier bagged the second spot at 75 per cent; Sweden lost five points and was third at 69 per cent; Canada was unchanged at 66 per cent; China too was unchanged at 65 per cent.


    The countries at the bottom of the heap were the same as last month with abysmally low consumer sentiments: Hungary lost two points and was at 2 per cent; Spain gained 2 points but was low at 5 per cent; Japan further lost two points and was 6 per cent; France lost 1-point and was at 6 per cent and Italy was unchanged at 8 per cent. Sadly, Europe continued to lag by Belgium dropping 6 points to 25 per cent; Great Britain (-6 to 11 per cent) experienced the greatest drop in this wave after Indonesia (-7 to 35 per cent).


    Future Outlook for Local Economy was reported unchanged at 24 per cent. The predictions of global citizens regarding whether their local economy would be “stronger”, “weaker” or “about the same” six months from now stagnated at 24 per cent, agreeing it would be stronger – unchanged since August 2011.
     
    Brazil‘s assessment levels on this measure made the world‘s recent zigzag look flat. Though it consistently stood at the top of 24 countries measured, Brazil (+9 to 74 per cent) has swung up and down throughout 2011: down 6 in March (67 per cent), up 5 in April (72 per cent), down 7 in June (64 per cent), up 7 in July (71 per cent), down 6 in September (65%), and was up 9 points in October (74 per cent).


    After Brazil, India (+2 to 56 per cent) emerged the strongest on this measure followed by Saudi Arabia (-4 to 53 per cent), Argentina (-2 to 50 per cent) and China (-5 to 39 per cent).


    France (unchanged at two per cent) remained at the bottom of the rating, followed closely by Hungary (-1 to five per cent), Great Britain (-2 to 8 per cent), and Belgium (unchanged at eight per cent).


    Brazil experienced the greatest rise (+9 to 74 per cent), followed by Spain (+8 to 23 per cent), Russia (+5 to 20 per cent) and Canada (+4 to 19 per cent).


    Turkey once again showed the greatest decline (-5 to 35 per cent) on this measure followed by China (-5 to 39 per cent) and a four-point decline in Poland (15%), Germany (12 per cent) and Saudi Arabia (53 per cent).

  • JWT reveals initial findings of study on luxury brands

    JWT reveals initial findings of study on luxury brands

    MUMBAI: Franco-Indian research project on ‘Communicating luxury to the affluent masses‘ between JWT Mumbai and the French Grande Ecole, ESC Dijon-Bourgogne presented their initial findings.


    The objective of the study was to gain a deeper understanding of how to retain exclusivity whilst marketing luxury to a wider audience.


    The paper explains three phases in the evolution of the market: luxurification, deluxurifcation and re luxurification. It suggests connoting a sense of ‘distance‘ as being the key to building long terms brand success.


    ESC Dijon professor of marketing Glyn Atwal said, “The luxurification of Indian consumer society means that consumers are now developing brand preferences.


    An important and paradoxical revelation of the research study was the process of deluxurification in India. An online survey with luxury consumers found that only 43 per cent of respondents agreed that luxury brands are of significant higher quality than non-luxury brands.


    JWT Mumbai VP and executive planning director Shaziya Khan added, “Luxury brands can reach out to the affluent masses but they need to retain the aura of prestige and exclusivity.”


    Khan has written extensively on the importance of luxury brands connoting distance, as the financial gap among the affluent masses and classes narrows.


    “Luxury brands have a range of techniques to evoke a sense of distance. For example, this could be based on cultural, historical or intellectual distance. This will give luxury brands a sustainable competitive advantage” Khan added.


    The study concludes that luxury brands need to consider a strategy of reluxurification. Khan said, “This is about creating a sense of distance. If something is within reach, you don‘t value it as much as you value something that is far from you or beyond you.”

  • Fiat hands over creative duties to Saints & Warriors

    MUMBAI: The automotive company, Fiat Motors (joint venture between Tata Motors and Fiat Group Automobiles), has appointed Saints & warriors as its creative agency following a multi-agency pitch.


    The account size is estimated to be Rs 600 million.


    The incumbent agency was Bates India.
     
    Confirming the development Saints & Warriors branch head Mumbai Sartaj Jaffri said, “We are pleased to have won the account of giant in automobile worldwide, Fiat Motors”.


    The pitch went on for three months and other agencies that participated were EuroRSCG, Bates, Leo Burnett and Wieden+Kennedy.

  • Karthik Lakshminarayan joins Madison Media

    Karthik Lakshminarayan joins Madison Media

    MUMBAI: Karthik Lakshminarayan joins Madison Media as COO of Crest. In his new role, he will head the ITC AOR. He will be alternating between the Bangalore and Kolkata operations of ITC.

    Lakshminarayan comes with over 16 years of experience in media having worked in media agencies like Madison Media, Initiative Media and Starcom as well as with media channels like Colors and FoodFood. Across his career, he has worked on a large and diverse portfolio of brands like Godrej, Cadbury, Marico, Asian Paints, Bharti Axa, Infosys, Britannia, Titan, Heinz, Pillsbury and Hallmark amongst others. 

    Madison Media group CEO Punitha Arumugam says, “I am delighted to have Karthik back with Madison Media. The best testament for Madison Media as an organisation is when ex Madisonites as talented as Karthik are willing to accept and explore career opportunities with us once again.”

    Lakshminarayan added, “I am delighted to return to Madison Media, post my successful stint in the broadcast and production side of business, which I will leverage to deliver better value to Madison and its clients. I am looking forward to this new chapter in my career.”

    Platinum Media CEO Basabdatta Chowdhuri added, “We have done a lot of interesting and exciting work for ITC in the last one year and I am looking forward to have Karthik lead our ITC AOR team.”

    Madison Media Group handles media planning and buying for blue chip clients including Airtel, Godrej, Kraft, ITC, General Motors, Marico, McDonald’s TVS, Britannia, Procter & Gamble, Asian Paints, Tata Tea, Shriram Transport Finance, Levis, SpiceJet, Axis Bank, Domino’s, Bharti Axa, MaxNewyork Life Insurance, Tata Chemicals, Acer, Dish TV, IDFC, Imagine TV, Times Television Network, Indian Oil and many others.

    The gross billing of Madison Media is Rs 30 billion.

  • DLF adds Scarecrow Delhi to its roster of agencies

    DLF adds Scarecrow Delhi to its roster of agencies

    MUMBAI: Real estate major DLF has selected Scarecrow Communications as its creative agency for some of its residential products across India following a rigorous pitch process. The Delhi office of Scarecrow will handle the account.


    DLF, founded in 1946 by Raghuvendra Singh, currently has over 3000 acres of planned development in place. It is known for having developed Gurgaon into a major international sub city.
     
    Scarecrow Delhi ECD Anindya Banerjee said, “It is a privilege to be working on a brand like DLF. It is also a challenge to be working on a category that shows immediate results.”


    Scarecrow Communications founder director Raghu Bhat added, “This is a very important win for our Delhi office. DLF is the largest real estate brand in the country. They are looking for fresh thinking and this is a great opportunity for Anindya and the Delhi team to do some great work.”
     
    Scarecrow Communications, one of the fastest growing full-fledged advertising agencies, provides creative, media, PR, digital and designing solutions, all under one roof.


    Scarecrow Communications founder director Manish Bhatt added, “We have big plans for Scarecrow Delhi and this win gives us a lot of encouragement. DLF is an iconic brand and this gives excellent visibility especially in the print medium.”


    Scarecrow also handles brands such as Nestle, MVL Mobiles, Religare and BPCL.