Category: MAM

MUMBAI: Triton Communications has lapped up the creative and media mandate for Orient Home Appliances business, a new division of the CK Birla Group-owned Orient brand.

The win comes after a multi-agency pitch that was called two months ago in which around four agencies participated in the pitch.

Confirming the news, Triton Communications director Munawar Syed said, “It’s true that we have bagged the mandate of Orient home Appliances. We are in receipt of the offer letter from orient and have already started work on both the creative and the media fronts. Our Delhi office is handling all the work of the client.”

Orient is a heritage brand, having earned iconic status through its ceiling fans and paper technology products. The company is now set to launch a range of top-of-the-line kitchen appliances, domestic heating and air solution products in a phased manner.

The first phase of the rollout of Orient appliances will begin in the end of September and will continue till November. All the products will be positioned in the premium category. Orient plans to use traditional and modern trade channels for product distribution.

Triton has earlier won the creative duties of Digiworld, Videocon Group’s retail business. Other brands handled by Triton Delhi include Hamdard, Delhi Press, Travel House and Grasim Suitings among others.

MUMBAI: In a nod to the millions of people leaving a relaxing summer behind and embarking on a reenergised autumn, Diet Coke in the US is launching a new, refreshed ad campaign and limited-time-only can design.

The latest evolution in Diet Coke’s Stay Extraordinary campaign features a modern new look on the Diet Coke aluminum can and a series of new ads on television and out-of-home. The ads connect with consumers using the witty and smart tone that marks the unique voice of Diet Coke.

Diet Coke, Coca-Cola North America group brand director William White said, “Fall is a time for new looks and renewed energy and Diet Coke’s new campaign and can design celebrate just that. It’s a reflection of the self-assured and confident people who enjoy Diet Coke every day.”

Three new 15-second television spots, debuted during the U.S. Open tennis Grand Slam. This aims to remind people that Diet Coke helps you Stay Extraordinary. The new spots are done in a vignette style and showcase the role Diet Coke plays in people’s lives.

‘Commute’ follows one man’s early morning drive to work, braking and accelerating in the thick of traffic. The driver reaches for his can of Diet Coke, knowing it will propel him through the day ahead. In ‘Studio’ a fashion designer hard at work on her latest creation, sips on her Diet Coke and finds inspiration to keep working on her design.

‘Lights’, meanwhile, features a late-night gathering of friends in a downtown loft, and Diet Coke gets the conversation and the party started.

The can design, created by San Francisco-based design agency Turner Duckworth, features a section of the Diet Coke logo, cropped to feature the “D” and the “k” set against the brand’s signature silver backdrop, creating a bold look for fall. Despite the change, the great taste remains the same and the can will still be easy to recognise as the number two beverage brand and number one zero-calorie brand in the
nation.

Turner Duckworth partner David Turner said, “The new Diet Coke design is at once understated and overstated. The understatement of a monogram, rather than the full name, and the overstatement of the extremely enlarged logo, both demonstrate the brand’s renewed self-confidence.”

The new package design has inspired the overall visual identity of Diet Coke, and has been featured in recent digital and out-of-home activations. In a Twitter promotion in July, Diet Coke designed mini-fridges stocked with Diet Coke that were delivered to the brands most loyal followers. In the outdoor campaign, the cropped-logo design is featured in placements around the US.

Diet Coke is also teaming with StyleCaster the innovative digital media company for style enthusiasts, to help trendsetters “Stay Extraordinary” all season long. A free 12-page guide featuring fashion and beauty tips and trends for men and women will be available in the soft drink aisle of major retailers this fall. Exclusive editorial content created by StyleCaster’s team of trend experts can also be found on the Diet Coke Facebook Page and StyleCaster.com/dietcoke.

The new can and packaging design for Diet Coke will begin appearing in market from 1 September and will make way on store shelves for holiday themed cans in November.

MUMBAI: Mindshare, the flagship media agency of GroupM has appointed Kavitha Srinivasan as partner – client leadership in Chennai.

This is Srinivasan’s second stint with Mindshare, and she will spearhead and strengthen the South operations, which includes the work coming out of the Chennai, Kerala and Andhra Pradesh offices. She will report to Mindshare South and East principal partner client leadership Chirantan Chandran.

Srinivasan has joined Mindshare after a gap of three years. The last position she held was that of general manager at OMD Chennai where she was handling brands such as Renault, Henkel, Roca, Venus, Lotte, Pudhiya Thalaimurai and Sify for slightly over a year.

She brings with her over a decade and a half of rich experience in the media industry working with some of the top agencies. Prior to joining OMD, Srinivasan had worked with TME, Lodestar and Mindshare Chennai and had been handling accounts such as Club Mahindra, Indian Terrain, Stylz Spa and TTK-LIG, Sun DTH, Kirtilals, Tulsyan NEC and Ananda Vikatan, Ford and TTK Healthcare.

Mindshare South Asia leader R Gowthaman said, “Kavitha coming back on board is another step towards bringing quality talent to strengthen the senior leadership team in the South. The requirements of some of our clients in Chennai are deeply rooted in the market and its culture. Since Kavitha has a strong understanding of the market and the Mindshare system, we are hoping to culturally connect with local consumers and bring value to local advertisers at the same time.”

Srinivasan added, “I‘m happy to be joining at a time when there is a sense of renewed energy at Mindshare Chennai. The agency is on a roll and I am excited about being a part of this growth trajectory and working with the great team that we have in this market.”

MUMBAI: Times Television Network has announced the appointment of Hemant Arora as its new chief sales officer.

Based out of Mumbai, Arora will head the sales of four TV channels of the group – Times Now, ET Now, Zoom and Movies Now. He will report to Times Television Network MD and CEO Sunil Lulla.

Arora comes from the Dainik Bhaskar Group, where he was serving as chief officer marketing and sales (corporate).

The sales heads of all the four channels will report to Arora.

Times Television Network senior VP – sales and marketing Sandeep Sharma had recently quit to start his own venture.

Times Television Network MD and CEO Sunil Lulla said, “Arora will oversee the sales teams of the network to offer our valued advertisers, solutions and synergy across the network. With each of our channels enjoying a differentiated and leadership position, our customers will have a seamless organisation to interact with, which remains focused with specific channel offerings. Arora has demonstrable leadership skills and is known to drive value for customers and business.”

For Arora, this is his second innings at the Times Group as he had started his career in Times Response.

Prior to Dainik Bhaskar, Arora had worked with Discovery, NDTV and Aidem across the genres of news, infotainment and entertainment.

Arora added, “I look forward to being a part of Times Television Network. I‘ll be working closely with the energetic team to drive high revenue performance across all four channels by providing integrated solutions in advertising, branded content and media properties.”

MUMBAI: Cycling manufacturer Hero Cycles and Sport18, the sports marketing division of the Network18 group, have renewed their association for the Hero Cycles India Cyclothon. Three editions of the event – Delhi on 11 September, Chandigarh on 25 September and Pune on 26 February – will be held.

The India Cyclothon is a movement to promote the culture of cycling among the citizens and is built on the dual planks of environment conservation and fitness.

The event in Delhi would feature an International cycling race spanning 105 km. Two Indian teams will feature in the international race.

Hero CyclesMD Pankaj Munjal said, “It is an event that allows families to enjoy a day out together. We believe that these days there are not too may occasions for families to come play and participate together and this one, with its carnival like atmosphere is designed to make it a memorable day. Away from the confines of the home, away from television and computers, we aim to bring the outdoors alive, cut across age and economic barriers and let families sweat and shine to their heart’s content.”

Sport18 CEO Satish Menon said, “It is an honour to hold the Cyclothon event for the second time in the Capital, We expect a big turnout for the Hero Cycles India Cyclothon. We have been conducting the India Cyclothon in different parts of the country and believe that in these times of global warming and economic slowdown, cycling is an ideal sport to adopt. It serves the dual purpose of staying healthy and
being ecofriendly.”

India Cyclothon has seen support from the likes of HDFC Standard Life, Hindustan Times, Parle –G. ,Lotto, RedFM, Café Coffee Day, Taj hotels and Bookmyshow. The fund-raising partner for the event is Wishberry.