Category: MAM

MUMBAI: Bharti Telemedia, Nuzen Herbal, Gillette India, Piramal Healthcare, and Space Age Multiproducts have faced the ire of the Advertising Standards Council of India (Asci) which has upheld complaints against them in the month of October.

The Consumer Complaints Council (CCC) of Asci found the ads misleading.

With regard to Bharti Telemedia, Asci had received two complaints – one on an SMS communication and another on a TV Commercial (TVC). The CCC found as misleading the claim made in the SMS ad that Airtel Digital TV Recorder is High Definition capable.

Meanwhile, the TVC of the Airtel DTH service said that it offers free regional pack for “lifetime”. But as its DTH licence is valid up to May 2018, CCC finds the offer of “Free regional pack for lifetime” to be misleading. Following decisions upholding Airtel DTH’s both complaints by the CCC, the advertiser discontinued the TVC, while the SMS campaign was suitably modified.
 
In FMCG sector, the CCC upheld complaints against ads by Nuzen Herbal and Gillette India. The Nuzen Herbal advertisement claimed hair growth following the use of Nuzen Gold Hair Oil. However, according to the CCC, this claim was not substantiated with technical data through clinical research.

The advertisement by Gillette India claimed 99 per cent plaque removal for its higher priced Oral B Cross Action Pro-Health Toothbrush priced at Rs 69. But the same ad also announced a lower price of Rs 13 only for another brush, Oral B Shiny Clean. The CCC concluded that juxtaposing in the same ad of higher priced toothbrush with strong efficacy claim along with lower priced not same quality toothbrush will mislead consumers to believe that the lower priced Oral B Shiny Clean brush delivers the 99 per cent plaque removal which it cannot. 
 
Post these decisions, NuZen Herbal withdrew and Gillette India modified the concerned ads.

In the health care sector, complaints against two ads were upheld by the CCC. Piramal Health Care had claimed in the ad of Nutritional supplement, Superactiv that it provides energy for all day. It also offered a complete money back guarantee if energy is not got in eight days.
 
CCC concluded that in absence of independent scientific study, the claims made in the Superactiv’s TVC were not substantiated and, hence, misleading.

CCC also concluded that claim of “for healthier body, for a positive mind” made in the print ad for Morning Walker marketed by Spaceage Multiproducts was not adequately substantiated scientifically. Also its claim of “Medically Endorsed” was not substantiated with authentic certification from concerned medical institutions or bodies.

MUMBAI: Sony Entertainment Television is launching a new finite fiction series produced by Yash Raj Films (YRF) Television starting 14 February.

Sources say Sony is spending over Rs 20 million to promote Kismat, a show that targets young and urban audiences.
 
The 15-week show will air Monday-Thursday at 10.30 pm. This is the first daily show by YRF TV on Set. It covers 60 years in the post Independence era in its 60- episode run.

Says Set marketing head Danish Khan, “For Kismat, like Khotey Sikkey, we are targeting young audiences. News savvy, mall going urban audience are the main focus. We have a TV and radio plan in place and exhaustive BTL (below the line) activities are planned for cities like Delhi, Mumbai, Pune and Ahmedabad.” 
 
Khan however, declined to comment on the marketing spend.

Loosely based on the story of Jeffery Archer’s famous novel Kane and Able, Set’s new show revolves around two central characters – Aditya Merchant and Kabir Khan.

Merchant is the heir to a rich industrialist family born with a silver spoon. He has access to all the privileges and was taught early in life that winning is all that matters. Being a true Merchant, he has made winning his habit in everything he does.

Kabir Khan, on the other hand, is fated for a life full of struggles. Born a Muslim, he is adopted by a Hindu family. He has to face adversities early in life which mould him to become an aggressive go getter who stops at nothing and nobody. Kabir’s sole agenda is to get rich and be powerful.
 
Set EVP and business head Ajit Thakur said, “Kismat, the second show from YRF after Khotey Sikkey this year, is a powerful emotional epic saga set on a grand scale; two powerful characters with their own points of view juxtaposed against each other will bring out all the elements of drama and compelling storytelling, just the qualities YRF is known for.”

Adding details about the show, YRF Television vice president and creative head Ravina Kohli said, “Kismat is an epic set across a period of 60 years beginning at the stroke of the midnight hour when India got her independence. It is a story of ambition, greed, friendship, betrayal, loyalty, family values, love, romance and a lot more. We are venturing into daily soap territory for the first time with the strong backing of our partners Sony Entertainment Television and we hope Kismat will resonate with a wide audience cutting across age and gender because of its universal appeal.”

MUMBAI: The fourth Advertising Club of Bombay (ACB) Young Achievers‘ Awards 2011 (YAA) turned out to be a ladies night. All the categories had at least one lady achiever.

In all, 11 awards were given out in three main categories: communications, media and business. An interesting aspect of the award is that the trophy is shaped like a milk bottle, and fondly called the “Pappu Award”.

The annual YAA recognises the talent of young advertising professionals below the age of 30.
 
The communications category is further divided into copy writer of the year, art director of the year, designer of the year and digital person of the year.

The copy writer award of the year was shared by Pallavi Chakravarti from Grey Mumbai for her “Begging Groom” campaign and Huzefa Kapadia from Creativeland Asia for her “Fight Hunger, Fight Evil” project.

The art director award of the year was given to Ganesh Nayak of Leo Burnett for his “Fold a Stain” campaign.

Nadine Pereira of Leo Burnett won designer of the year for her package design project and Huzefa Kapadia for when consumers become inventory trackers.
 
In the business category, Jake Joss was given the best marketing initiative of the year award, while Vikas Bissa was given a certification of appreciation for the brand manager of the year.

The UTV Bindass – What I Am award was given to Aatika Ansari of MediaCom for her media-ventor campaign.

There was a special jury mention for Mudra’s Pranav Sharma for his “May I Help You” campaign.
 
In the media category, Aatika Ansari won the media person of the year award for her “Pioneering Innovations” campaign and Aditi Patkar (Mindshare, GroupM) won the media innovation of the year award for her “Luv Reels” project.

The last award of the night was consumer engagement of the year. Sneha Shenoy of Mudra Max bagged it for her art attack launch and Huzefa Kapadia for “when consumers become inventory” trackers.
 

MUMBAI: Aje and The Football Association in England (The FA) have signed a two-year exclusive license agreement.

As per this Aje‘s brand Big Cola has become an official promotional licencee in six countries across Asia.

The Big Cola campaign will be activated in six countries: India, Thailand, Vietnam, Indonesia, Laos and Cambodia. 
 
The launch was held at Wembley Stadium in England with the presentation of the campaign ‘Big Cola, Be Champion‘ to cheer on the England team during their Uefa 2012 European Championship qualification campaign.
 
AJE Group will soon be launching its flagship brand Big Colala, a no caffeine cola, in India. After a positive response from Thai customers in 2010 to the special England promotional packs that increased sales by 20 per cent, Big Cola is looking to continue to bring happiness and excitement to all their football fans. The company has renewed its agreement for two consecutive years to continue supporting The Three Lions and will also add its support to The FA Cup.
 
Using official imagery and footage from previous FA Cup matches, Big Cola will create a marketing campaign for television, print, Out of Home and digital media to support the launch of the special promotional packs in the first quarter of the year.

In India, Pix airs the FA Cup.

MUMBAI: Triton Communication has bagged the creative mandate of ECS Infotech, the newly launched eco-friendly Computech solution company and sister concern of Sai InfoSystem (India). 
 
There was no official pitch and the account has come the Triton way on merit basis. Since August 2009, the agency has been handling the primary brand of the group, e-mall.
 
ECS has been formed on the concept of Reverse Logistics and is driven by the philosophy of ‘going green‘ with a mission to drive environmental sustainability and reduce carbon footprints.
 
Triton is aiming to make ECS synonymous with futuristic eco- friendly IT solutions organisation, and make it a leader in the industry. Some of the other accounts that the agency handles include Vadilal Icecreams, Waghbakri Tea , Everyuth Skincare range, Adani Wilmar Limited, A.B. Jewels and Supernova.

MUMBAI: Internet products company Directi‘s recently launched BigRock.com has roped in Mediacom as its media buying partner. It has also roped in Ideas@Work to handle its creative duties.

The Internet business providing web-presence solutions will be spending Rs 100 million this fiscal towards advertising spends.
 
BigRock handed over both the mandates after a multi agency pitch process that lasted over two months.

Said BigRock.com business head Tarun Davda, “We have outlined an aggressive target, to not only expand the web-presence solutions market in India, but also to establish a leadership position with 20 per cent market share over the next three years. 
 
“Media buying will play a crucial role in achieving our business goals and Mediacom‘s rich media buying history, deep understanding of our brief and an integrated solutions approach affirmed our belief in their capabilities.”

The media mix for the business includes television, print and other media. Mediacom will identify, evaluate and advocate appropriate propositions and media properties, keeping in mind the target markets, target segments and the overall brand positioning.
 
Adds Mediacom general manager – media Mumbai Ashwini Kamat, “BigRock.com gives us an excellent opportunity to establish their brand leadership in the web-presence solutions space through an innovative media mix.”

Recently, Ideas@work has created television commercials for BigRock. The humour route has been adopted for the television commercials to break the clutter and intrigue the audience.