Category: MAM

MUMBAI: Dentsu Inc. has bought out its joint venture partner in India for an undisclosed amount, a move indicative of the consolidation that is taking place in the advertising world as the global agency seeks to pursue its ambitions independently.

According to Industry sources, Dentsu has paid Rs 2.4 billion for buying out the stakes held by Mogae Consultants, a company owned by Sandeep Goyal, in the three joint venture full-service advertising agencies operating in India.

Mogae held 26 per cent each in Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact.

As part of a strategy to grow the Dentsu brand in India, the three companies, together with other companies under the Dentsu Communications umbrella that includes Dentsu Mediatech and Clickstreamers, are being integrated into the Dentsu India Group.

Goyal, the incumbent chairman of the Dentsu India Group, will resign his position. He will also resign from the boards of the three advertising agencies.
 
Goyal will, however, continue to support the Dentsu India Group as its founder chairman. Tanya Goyal will also resign from the boards of directors and will become a Principal Advisor to the Dentsu India Group.

Says Dentsu Inc. executive officer in charge of global business development Yuzuru Kato, “By making these three companies wholly-owned Dentsu subsidiaries in the rapidly developing and increasingly important Indian market, we aim to enhance our infrastructure to provide the best integrated solutions to our clients in all the business domains. Focusing on the area of communications, we will implement marketing communication strategies that solve the management and business issues facing advertisers and media content companies today. Ideas that reach beyond the imaginable. Technology that crosses the bounds of possibilities. Entrepreneurship that surpasses the expected. We will use these three sources of strength stated in the Dentsu Group corporate philosophy to create innovation.”

Since the establishment of Dentsu Communications and Dentsu Marcom in 2003, and Dentsu Creative Impact in 2005, Dentsu has been steadily expanding its business in India through the three agencies.   

In view of the recent growing importance of the Indian market, however, and faced with the need to provide an increasingly higher level of unique services to its global clients, Dentsu decided that the time had come to make the joint-venture companies into wholly-owned subsidiaries. With this move, Dentsu will be able to positively expand its business domain from advertising to other areas such as sports and digital-related services.

According to a recent forecast by ZenithOptimedia, India’s advertising market, which grew slightly in 2009 to $4,463 million, is expected to grow 13 per cent in 2010 and 13–15 per cent in 2011–2013, year on year,  

The total projected market size of $7,548 million in 2013, an increase of 69 per cent when compared to the 2009 figure, will make India one of the world’s leading advertising markets.

MUMBAI: ESPN Star Sports (ESS) has roped in eight sponsors for the World Cup and is in negotiations to add one more to complete its roster.

Vodafone, Hero Honda and Sony India are the joint presenting sponsors while Airtel Digital TV, Nokia, Maruti Suzuki, Philips and Pepsi are associate sponsors.
 
ESS, it has been learnt, is offering India and non India match packages to sell the remaining inventory.
 
The sports broadcaster could garner an ad revenue of Rs 4 billion upwards from the cricket World Cup, according to industry stimates.
 
When asked about the possible impact if India were to exit early, ESS’ spokesperson said the schedule takes care of this concern.

“India plays its last match on 20 March, which is a month into the event. Only four quarters, two semis and one final follow. This will ensure that a repeat of 2007 cannot happen even in the worst case scenario,” he elaborated.

MUMBAI: Gitanjali Group has roped in Indian actress Riya Sen and cricketer Sreesanth to endorse its jewellery brand Rivaaz, a line of 18K gold jewellery with CZ.

The company believes that the new brand ambassadors represent two of the most popular cultural traditions in India – Bollywood films and cricket, and will establish a ready connect with the target audience of the brand – the modern, young Indian.
 
Says general manager – marketing Gitanjali Group Shardah Uniyal, “The brand has grown rapidly since its launch. We have now an acclaimed presence in North, North East, and Eastern India and we now plan to focus on the West and Southern markets. With Sreesanth and Riya on board; winning more hearts will be easier. We plan to have a presence across 400 outlets including approximately 20 exclusive brand outlets by 2015.”

A series of new marketing campaigns featuring the two stars will soon be launched cutting across the traditional and the modern media to reach the youth.
 
She added, “We have always worked closely with film stars and sports personalities, who help establish a ‘connect’ between our brands and end consumers and we are happy to associate with two well known stars from these field.”

According to the company, Rivaaz represents a fusion of Indian traditions with modernity and style.
 
Says Bollywood star Riya Sen, “Rivaaz is such a gorgeous and affordable range available in a myriad of designs that appeal to both traditional and modern values. I am pleased to be associated with it.”

Sreesanth states, “With its combination of finesse and style, Rivaaz offer’s everything that today’s modern Indian women is looking for. It makes a subtle fashion statement, yet offers sophistication and excellence too. I am happy to be endorsing such a quality brand.”
 

MUMBAI: MTV has partnered with footwear retailers ‘Mochi – The Shoe Shoppe’ to launch an entire range of ‘Roadies’ footwear.

Priced between Rs 249 to Rs 2490, the Roadies footwear collection that includes flip flops, canvas shoes, sports shoes, gladiators and ballerinas will be available in all the 45 Mochi outlets, across 27 cities.
 
Says Viacom18 media SVP- consumer products Sandeep Dahiya, “The style expression of today’s youth extends from head to toe. With the launch of Roadies footwear, we now cover the two ends of their style spectrum. Mochi – The Shoe Shoppe has created a fantastic range that truly reflects the Roadies spirit and we’re confident that Mochi will sell them in an environment that’s as differentiated as well.”

The Roadies range will be available at all the Mochi – The Shoe Shoppe stores across India. The first collection of this range will hit the market within the next one month. 
 
The idea behind this collection is aimed to create comfortable, unique and edgy footwear with the designs representing the journey – the road, the attitude, the dirt, the energy, the danger and this year’s Roadies theme – Shortcut to Hell.

Adds Mochi – The Shoe Shoppe director Farah Bhanji, “As one of the fastest growing shoe brands in India, Mochi is known to be synonymous with trends that represent the true spirit of Gen X. Keeping this position in mind, this year we have associated with Roadies, bringing in merchandise that exudes attitude and raw energy. Shoes that are sure to be a rage across the country.” 
 
MTV Consumer Products is now present in more than 10 categories with eye-wear, bags, stationery and paper, debit cards, mobile phones, bed-linen and helmets, amongst others.

Its key licensees include Citibank, Aureole-Inspecs, BILT, Portico, Micromax, Steelbird and Wildcraft.

MUMBAI: BMB India, a 50:50 JV between Trevor Beattie’s BMB and Madison World, wins five accounts in a row starting with Leela Kempinski Gurgaon (Delhi NCR).

In addition to Leela Gurgaon, the agency also won Della Adventure, an adventure Park in Lonavala, She Comfort Sanitary pads, Aakriti Realty and the new channels being launched by Sri Adhikari Brothers – Dhabangg, Dhamaal, Dhamakaa.
 
BMB India said Leela Gurgaon is in addition to the corporate Leela account that the agency already handles.

The wins have been under the leadership of the agency‘s chief executive officer Prabha Prabhu and the national creative consultant Shoumitra Rai Choudhuri.
 
Says Prabhu, “All the 5 clients had one common reason for choosing BMB India as their agency – good creatives. This was not surprising for me. The creatives had to be good with a great creative team that I have at BMB India.”

BMB India is now waiting for Pat Burns, the creative star from BMB, London, to join Prabhu and the team in taking BMB India to great heights.
 
BMB India is the advertising unit of Madison World, a diversified communication group with 22 units across nine specialised functions of Advertising, Media, PR, Out-of-Home, Rural, Retail, Entertainment, Mobile, Events and Sports; employing over 900 communication professionals across cities in India, Sri Lanka and Thailand.
 

MUMBAI: Neutrogena, which offers skincare and cosmetics products, has announced that actress Kristen Bell will be the face of their new Neutrogena Naturals line that pioneers a new approach to natural skincare. 
 
Bell Kristen joins beauty icons Jennifer Garner, Diane Lane, Gabrielle Union, Hayden Panettiere, Vanessa Hudgens, Miranda Cosgrove, Susie Castillo and Emma Roberts as the latest member of the Neutrogena family.
 
Bell said, “I am thrilled to be the new face of Neutrogena Naturals because this naturals line really speaks to me. As someone who uses a lot of natural product, it is exciting that Neutrogena is introducing a naturals line that not only works, is enjoyable to use but also doesn’t contain any dyes, chemical sulfates, parabens or petrochemicals.”

An advocate for leading a healthy yet balanced lifestyle, Bell eats organic, grows certain fruits and vegetables in her own garden, cooks at home, and hikes with her dogs regularly.

“Neutrogena makes it very easy when it comes to natural skincare, because it’s very accessible and you don’t have to sacrifice anything. Neutrogena uses the most pure, high quality natural ingredients and make it easy to know exactly what we’re putting on our skin” adds Bell
 
Neutrogena president Jim Colleran said, “Kristen reflects the ease of today’s natural lifestyle which made her the perfect choice for the Neutrogena Naturals line”.

Neutrogena GM Susan Sweet said, “We are very excited to have her join the Neutrogena family of such remarkable women and look forward to debuting Kristen’s first Neutrogena Naturals ad in the spring”.

Bell recently wrapped filming the true story feature film Everybody Loves Whales opposite Drew Barrymore and John Krasinski which comes out in early next year. Prior to that, Kristen will make a cameo in Scream 4 in April. She was recently seen in Burlesque.

NEW DELHI: The Information and Broadcasting Ministry has issued a show-cause notice to Ten Cricket on violation of advertising code during the telecast of the India–South Africa cricket series.
 
Information and Broadcasting Ministry sources told Indiantelevision.com that the Ministry has taken umbrage at the advertisements that pop up in the middle of the screen even when the match is going on.
 
The ministry said these advertisements disturb the viewership of the matches and several complaints had been received in this connection.

The ministry had said that the advertisements should generally be shown only when there is a pause in the play, for example between two overs.
 
The Ministry has given one week’s time to Ten Cricket to respond to the notice.

It is learnt that if a reply is received, it will be placed before the inter-ministerial committee before any decision is taken or any penalty is imposed.

Saddled with high acquisition costs and under-declaration of subscribers by cable operators, sports broadcasters have been trying all ways to maximum advertising income.

MUMBAI: Scarecrow Communications has conceptualised a new campaign, “India Positive”, for DNA (Daily News and Analysis).

The campaign was launched on the Indian Republic Day across prime TV channels and in DNA. The initiative would be driven heavily across both ATL and BTL mediums in the months to come.
 
Through this campaign, DNA aims to replace the negative destructive energy with constructive positive thought process.

Said DNA CEO K U Rao, “DNAs initiative aims to replace negativity with a positive mindset. In the recent past there has been too much of criticism though as a nation we are achieving growth better than the best in the world. The India Positive initiative cuts across cultural and geographic boundaries and tries to bind the people of India under the new mantra of being Positive.”
 
Scarecrow Communications Founder Director Raghu Bhat said, “This initiative is the direct outcome of an inspirational and stirring brief created by Mr. Rao and his team. The TVC represents the audacity of hope. A few years ago, who would have thought jaguar will have an indian owner? I commend the director for the infinite detailing. We used football stadium as the theatre of dreams. Football has a big following, is not a cliche and has the right mix of ritual, emotion and success.”
 
The film is approximately two-minutes long and is directed by Naren Multani.

Scarecrow Communications founder director Manish Bhatt stated, “In the past we have worked on National Causes like ” Respect the National Anthem” but this initiative is the most meaningful to us because it awakens the optimism lying deep down in the heart of every Indian and today‘s rapidly growing Indiia badly needs that optimism. We wanted to create a communication which shakes the inertia of every Indian to rebuild his/her confidence in himself and in his/her beloved nation.”