ITV

Category: MAM

  • Chevrolet to sponsor ‘The X Factor’ on Fox

    Chevrolet to sponsor ‘The X Factor’ on Fox

    MUMBAI: US broadcaster Fox, Syco Television and FremantleMedia North America have announced Chevrolet as the official automotive sponsor of ‘The X Factor’.

    The show debuts later this year.

    Chevrolet‘s sponsorship of the show includes automotive exclusivity in multiple episodes throughout the season that will feature in-show integrations, season-long organic product placement and an off-air marketing partnership with digital extensions that will include www.fox.com/thexfactor and social media.

    Chevrolet will be the official automotive sponsor of The X Factor on-air, as well as the exclusive automotive sponsor off-air and online.

    Chevrolet marketing VP Rick Scheidt said, “When The X Factor launches in the U.S., it seems very natural that Chevrolet is riding shotgun. For the past 100 years, Chevrolet has been a cultural force in music, and we are proud to be partnering with Fox to support the next big thing for music fans and artists.”

    Fox One president Jean Rossi said, “Fox is thrilled to partner with Chevrolet, an iconic American brand that celebrates the everyday hero, in launching the most anticipated series of the fall, The X Factor. We look forward to continuing our collaborative efforts with Chevrolet, which has become a key marketing partner for the network.”

    FremantleMedia Enterprises CEO US Keith Hindle said, “We are excited to partner with Chevrolet, one of America‘s oldest and most recognizable brands, as we continue to build momentum for the premiere season of ‘The X Factor’ in the US. Our strategic partnership will allow Chevrolet to engage with new audiences and reach consumers through innovative programs across multiple platforms.”

    The X Factor is a competition series that gives viewers the opportunity to help choose the next global superstar or breakout music act. The judges – Simon Cowell, Paula Abdul, Antonio “L.A.” Reid and Nicole Scherzinger – will travel across the US searching for undiscovered talent 12 years old or over – both solo artists and vocal groups – who are willing to brave the panel for a chance to make their dreams come true.

    In a departure from other singing competition series, the first time a contestant auditions for The X Factor judges, he/she will do so in front of an audience of thousands – raising the stakes and increasing the pressure to impress not only the judges, but also a potential legion of fans.

    This will be the ultimate test to prove they have the vocal ability, charisma and stage presence that it takes to become a global superstar or breakout music act and win a $5 million recording contract with Syco/Sony Music.
     

  • Ofcom launches review of TV advertising trading

    Ofcom launches review of TV advertising trading

    MUMBAI: UK media watchdog Ofcom has launched a review into the UK’s TV advertising trading market.

    The review will establish whether the way TV advertising is currently bought and sold prevents, restricts or distorts competition, and whether this has a harmful effect on consumers.

    The possible prevention, restriction or distortion of competition has the potential to negatively affect both advertisers and TV viewers. If competition is distorted, it may be affecting the allocation of advertising revenues across broadcasters, market innovation, and prices for placing advertisements.

    Ofcom says that if it concludes that there are sufficient competition concerns, it will decide whether to exercise its discretion to refer the sector to the Competition Commission by the autumn for a competition investigation into the TV advertising market.

    Advertising is critical for financing TV content for many broadcasters, and is the main source of revenue for commercial Public Service Broadcasters. TV advertising remains a powerful medium for advertisers and the sector is worth around ?4 billion a year.

    Potential Competition Concerns:Ofcom has identified the following potential areas of concern within the market:

    Transparency of pricing : At present, the way TV advertising airtime is sold may make it difficult for advertisers to make meaningful and informed price comparisons between channels and then to act upon them.

    The effect of poor transparency of pricing might be to reduce the amount of ‘switching’ of advertising spend between TV stations by advertisers.

    Bundling of airtime: Advertising is sold in packages, or ‘bundles’. It is possible that bundling, when combined with the market strength of TV stations, may have a detrimental effect on competition.

    As advertising airtime is ‘bundled’ across an entire schedule (i.e. peak and off-peak), a TV station may be able to use its market strength to achieve higher prices across its entire schedule than would otherwise be the case. Again, this could also serve to distort advertisers’ purchasing decisions.

    The trading model: The way in which TV advertising is bought and sold does not appear to have altered significantly in nearly 20 years. It is also a system unique to the UK.

    Ofcom is considering whether there are barriers preventing the trading model from evolving in response to commercial and technological changes.

    Offsetting benefits: Despite identifying potential areas of concern, the current system may be an efficient way of managing some of the particular risks involved in planning and scheduling TV advertising.

    For example, whilst bundling across the schedule may reduce transparency of prices, it may offer great flexibility to media buyers, advertisers and broadcasters.

    Also, the sale and purchase of bundled airtime may benefit broadcasters and advertisers by allowing them to schedule adverts more efficiently, while reducing overall transactions costs for the sale and purchase of airtime.

    Ofcom’s consultation seeks to identify all the possible competition concerns about the trading model and all the possible benefits which may offset these concerns.

    Ofcom is seeking to establish the balance of the costs and benefits and if competition is distorted, restricted or prevented, then how this could have a detrimental effect on viewers and advertisers.

    Next steps: The consultation will close on 22 July 2011. Ofcom intends to publish a statement in the autumn, which will either be in the form of terms of reference to the Competition Commission or an explanation of why it does not intend to refer the market.

     

  • Bacardi launches ‘Bacardi Together’ Campaign

    Bacardi launches ‘Bacardi Together’ Campaign

    NEW DELHI: Bacardi India, a subsidiary of Bacardi Limited, has announced a global campaign called ‘Bacardi Together‘.

    The brand, which is positioned as bringing people together to create memorable experiences, has launched this campaign with an aim to remind people to spend more joyous moments with friends and family.

    Through its Global Monitor Study, Bacardi found that human relations and human connections are growing distant day by day. And through this campaign, the rum brand aims to help people overcome barriers creating opportunity for people to connect and value the joys of being together.

    The rum brand has collaborated with Randolph Correira, a music producer and part of the rock band Pentagram and electronica duo Shaair n Func to create a base track.

    The track was uploaded online for music lovers to listen to, and to add too. Over 30 days, many across the country contributed to the track, along with leading Indian musicians. Artists such as Monica Dogra, Raghu Dixit, Vishal Dadlani and bands such as Swaratma and Zero were some to note.

    Bacardi also tried to touch music lovers across the lead cities of Delhi, Pune and Bangalore across a single weekend at the most popular malls in the cities.

    Using the medium of Drum Circles at each venue, conducted by celebrated percussionists such as Sivamani, Montry & Jishnu (Swaratma) and Amit Kilam (from Indian Ocean), Bacardi helped to reveal to all onlookers the power of getting Together. By the end of the Drum circles, all participants – mostly novices – came together to produce one, unified sound that truly broke down barriers and helped people connect with each other.

    A wholly owned subsidiary of Bacardi Limited, Bacardi India held a press meet here to announce the global campaign “Bacardi Together” for its eponymous flagship brand in India.

    The “BACARDI Together Movement” aims at helping people overcome barriers, creating opportunity for people to connect and to enjoy the simple yet profound joy of being together, of having a personal, one on one connection.

    In India, to kick-start the “BACARDI Together campaign”, Bacardi decided to play on the social nature of human interactions and chose “Music” to bring people together, for them to sing and speak one language, the language of “Togetherness”.

  • Saatchi & Saatchi’s first campaign for Skoda India

    Saatchi & Saatchi’s first campaign for Skoda India

    MUMBAI: Saatchi & Saatchi unveils its first campaign for Skoda to mark the beginning of the car brand‘s 10th Anniversary celebrations.

    The 20-second television commercial shows youngsters and children celebrating and the spot ends with a question, ‘can you afford to miss it?‘

    “Through the campaign, Skoda is extending an invitation to the customers to join in the celebrations,” the agency says..

    Rather than treating it like a tactical communication, the agency decided to build on Skoda‘s commitment to delighting customers and hence came up with this ad.

    Saatchi & Saatchi India CCO Ramanuj Shastry said, “Skoda Celebrations” is a joyous reminder to car lovers across the country of Skoda‘s decade long commitment to delighting customers by redefining the meaning of luxury, safety and comfort.”
     

  • Malaika Arora launches Taiwan Excellence Campaign 2011 in India

    Malaika Arora launches Taiwan Excellence Campaign 2011 in India

    NEW DELHI: Actress Malaika Arora Khan launched the second edition of the Taiwan Excellence Campaign in India by displaying her Excellence ICT Kit.

    The campaign has been organised by the Taiwan External Trade Development Council (Taitra), a non-profit trade promotion organisation entrusted by Bureau of Foreign Trade of the Taiwan Economic Affairs Ministry.

    Launching the campaign here, Khan displayed her Taiwan Excellence ICT kit for ‘a perfect day‘ comprising a laptop, mp3 player, pico projector and flash drive.

    ‘I feel proud to use products that exude style, sleekness, reflecting my own personality, made by globally recognised brands, coming from Taiwan, the largest ICT hub in the world,” said Malaika.

    Taipei Economic and Cultural Centre, New Delhi Deputy Representative Paul Shek said, “Indians today are savvy and well travelled and demand the best in terms of Technology, Quality and Value. As we race against time, it has become necessary to get more done each day and our superior ICT offerings help you get the most of your time. The Taiwan Excellence mark is awarded only to Companies who qualify to stringent norms in R&D, Design, Quality and Marketing that evaluate our brands to global standards. I feel extremely pleased to have with us 24 such ‘Excellent‘ Taiwanese partner brands who will showcase their finest offerings to provide ‘Excellent Lifestyles‘ for Indian consumers”.

     

  • LMG Kolkata wins Eveready media account

    LMG Kolkata wins Eveready media account

    MUMBAI: Lintas Media Group (LMG) Kolkata has won Eveready Industries‘ Rs 200-250 million worth media account.

    The mandate was awarded following a multi-agency pitch.

    LMG COO NP Sathyamurthy said, “We will put our best foot forward to guarantee holistic approach for our new client.”

    LMG had recently bagged the media duties of Bengal Shriram Hi-Tech City, Srei Infrastructure and National Jute Board. The total billing from these accounts is Rs 500 million.

    Rediffusion Y&R handles the creative duties for Eveready.

  • Dream Theatre is WWE’s licensing agent in India

    Dream Theatre is WWE’s licensing agent in India

    MUMBAI: World Wrestling Entertainment (WWE) announced today that Dream Theatre has been appointed as a licensing agent in India for WWE.

    Dream Theatre has secured licensees to launch WWE products across apparel, bags, stationery, gifts and novelties lines. The team will also focus on consumer promotions to make WWE products more accessible to its fan base in India.

    WWE products will be available in standalone as well as retail chain stores across the country including Lifestyle, Shoppers Stop, Hamleys, Pantaloons, Central, Crossword, More, Hypercity, Lilliput and others.

    Dream Theatre founder and CEO Jiggy George said that products will hit shelves next February-March.

    The deal is for two years and is on a revenue sharing basis. “We are delighted to partner with WWE and reach out to its superb fan base in India. WWE is immensely popular with fans of all ages and this partnership greatly fortifies Dream Theatre‘s portfolio. WWE is the second most popular sport after India cricket. Our market for products will be the Metros as well as the class A,B towns. We are targeting the kids and teens. The North in terms of Punjab and Chandigarh should do particularly well for us”

    WWE International executive VP Andrew Whitaker said, “The tremendous demand for official WWE product from our huge Indian fan base has been driven by having such highly rated television programming on Ten Sports over the last decade. A partnership with a well established and highly regarded agent like Dream Theatre is a major step towards meeting that demand.”

    George adds that while piracy is a threat for any product that is popular it is a function of lack of products in the marketplace and not having the right price points. “WWE is very popular and so it is important that products are available. As organised retail grows, piracy will come down. We are seeing this already. We expect that WWE products like T-shirts and back to school items will work well.”

    With nine hours of WWE programming broadcast each week on Ten Sports, WWE Superstars, Divas and Hall Of Famers can be seen on more than 68 million homes across the country.

     

  • Scarecrow Communications bags MVL Mobiles

    Scarecrow Communications bags MVL Mobiles

    MUMBAI: MVL Mobiles has appointed Scarecrow Communications as its communication consultant for upcoming products across India.

    Dentsu Marcom was the incumbent agency on the account that was handed over to the agency following a multi-agency pitch.

    The pitch also involved agencies such as WPP’s Contract Advertising and an independent brand communications, Law & Kenneth.

    MVL Mobiles foray into the mobile handset market need to be backed-up by an inclusive creative strategy and Scarecrow with its creative thoughts and ideas will further consolidate the company’s brand positioning.

    Scarecrow Communications founder director Raghu Bhat, “We are visibly thrilled to partner MVL Mobiles. In our interactions with the management, we have seen zero-tolerance for run-of-the-mill thinking and a determination to create genuine differentiation, at every level. This is very energising for any creative person.”

    MVL Mobiles director Arjun Rishi confirmed the news. MVL Group’s MVL Telecom launched mobile handsets under the brand name ‘MVL Mobiles‘ in June 2010.
    Founder director Arunava Sengupta said that mobile handset business is one of the most exciting and rapidly growing categories in India. “A brand in this category needs to be relevant to a wide audience set and that gives us tremendous opportunity to do some exciting consumer work leading to some path breaking communication”, he added.
     

  • Lilliput launches a new campaign

    Lilliput launches a new campaign

    MUMBAI: Lilliput, the kidswear brand, has launched a new campaign created by Focus Circle Brands.

    According to the ad agency, the campaign is about understanding kids and the mother‘s personal life. The commercial will run nationally on leading GEC and Cartoon Network and aims to increase the equity of the brand.

    Focus Circle Brands national creative director Rahool Talukdar says, “Lilliput is one of the brands that we have built from scratch, so we have known the audience for long now. Understanding the mother has taken time but the experience has been enriching.”

    The commercial, which is directed by Prahlad Kakkar, starts with a kid narrating a speech about his mother at his annual day function. As he proceeds with the speech, he uncovers a secret which, at first, seems like an extra-marital affair. He goes on to the extent of making up stories about his friends‘ parents as well.

    This encourages other children at the function to prompt their parents‘ secrets. Finally, the audience heaves a sigh of relief when they discover that the ‘another man/woman‘ is actually the kid. The commercial ends with a song.

    Lilliput Marketing GM Kahkashan Afreen added, “Here was a plot that uniquely connected women and mothers. We gave complete freedom to our agency to execute the way they had conceived it. We are even making merchandise themed on the film‘s core concept.”

  • Mudra Max ropes in Khanna as media head, west

    Mudra Max ropes in Khanna as media head, west

    MUMBAI: Mudra Max has appointed Samir Khanna as the media head — west.

    Prior to this appointment, Khanna was in-charge of Mumbai clients for Mudra India.

    Khanna will be looking after Mumbai and Ahmedabad clients and will be based out of Mumbai. He will report to Mudra Max CEO Pratap Bose and will also work closely with the other unit heads of Mudra Max.

    Mudra Max has recently integrated all the mass media teams as a single unit media in the West as Mudra Max Media.

    Khanna has over 13 years of professional experience in media. He started his career with HTA and agencies such as Lodestar, TME and Madison. He has managed HUL brands, ITC, Kodak, Godrej, Parle among others.

    Bose said the consolidation of the mass media services will enable us to portray scale and cohesiveness to the industry. “It will leverage our volume of media buys more effectively to add value to existing clients and help us in the acquisition of new businesses. With the new structure, we hope to make Mudra Max Media a force to reckon with in the industry. I wish Samir and the Mudra Max media team loads of success in the year ahead.”

    Khanna added, “This is an exciting time at Mudra Max. The consolidation of the mass media offering gives us the required width and we look forward to providing truly integrated media solutions to our clients. I look forward to working closely with the heads of our experiential and non-traditional media offerings to take media from a pure awareness generation role to a function that builds increasing levels of engagement with the consumer at each step of a brand’s marketing efforts.”