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Category: MAM

  • Grey stresses on bold ‘cut’ for youth in new campaign for Killer Jeans

    Grey stresses on bold ‘cut’ for youth in new campaign for Killer Jeans

    MUMBAI: Grey Mumbai has created a new ‘three ads‘ campaign for Killer Jeans (Kewal Kiran Clothing).

    The campaign – ‘What’s your Cut?’ – reaches out to the youth by reflecting their own image of themselves and their attitude.

    Kewal Kiran Clothing VP marketing Sandeep Verma says, “The advertising for our brand has always been as international, slick and as youthful as our fashion style. In our new campaign, ‘What’s your Cut?’, we have gone a step ahead in keeping with the bold attitude of the youth and come up with communication which is even more engaging and involving for today’s generation.”

    The campaign reflects the evolved mindset of this generation, their changing opinions and states it with a devil-may-care attitude. It covers issues like live-in relationships, unusual career choices and environmental consciousness.

    Grey Mumbai ECD and copywriter on the campaign Rohit Malkani adds, “There are so many young people today who seem destined to sail through life without an opinion on anything. They are content to just go with the rest of the herd. Yet this is also a restless generation who live in a brave and tough world. It isn’t easy forming an original opinion. Killer is a brand that has always encouraged originality and stood for unique styling. The attempt of the campaign is to encourage and exhort young people to stand up and have their own opinion, no matter how warped.”

    The campaign has a grungy and stylised treatment with lines that unabashedly declare one’s unique opinion. The campaign is spread across print ads, hoardings, bus wraps and panels.

    Grey Advertising ECD and art director Karan Rawat says, “I have handled this brand for 10 years now and in the course of time, I’ve seen the changing nature of fashion. From being a quick-fix solution, to looking good, to making it your attitude statement, fashion today has come a long way. About five years ago when the fashion industry spoke of a new cut or a wash, it quickly became a trend. People took notice immediately because it was fresh back then. But today every specific trend isn’t specific anymore. Styles are obscure because everyone offers the same bouquet. Every denim brand is showcasing their entire range as opposed to a particular ‘pick of the season’. So, to make a larger than life statement for killer, we provoke our target to seek ‘their cut’. We urge them to go with ‘their interpretation’. We appeal to them with ‘their attitude’ and not ours. In short, the latest Killer campaign is a brand campaign that is about ‘their take’ on various topics.”

     

  • Volkswagen’s campaign for Beetle aims at wedding season

    Volkswagen’s campaign for Beetle aims at wedding season

    MUMBAI: With the beginning of the wedding season, Volkswagen has launched a marketing campaign for its new Beetle, positioning the small car as the perfect wedding gift.

    The new campaign comes with a tagline, “Marriage does come with its rewards”. It says that the Beetle is an ideal gift for this special occasion. 

    Volkswagen Group Sales India Head of Marketing & PR, Volkswagen Passenger Cars Lutz Kothe said, “The Beetle has been able to trigger emotions like no other car has been able to for decades and it continues to do so across the globe. It is more than a mere car, it is a timeless gift that anyone would love to give to their loved ones and what better occasion than marriage. The New Beetle campaign tries to draw exactly that.”

    The campaign will hit print, online, digital and out of home media across six major cities: Mumbai, Delhi, Bangalore, Pune, Hyderabad, Ahmedabad and Hyderabad. It will run until middle of January next year.
     

  • Education sector ads come under ASCI scanner

    Education sector ads come under ASCI scanner

    MUMBAI: The recent introduction of guidelines for the education sector advertisements by the Advertising Standards Council of India (ASCI) seems to have made an impact among the masses.

    As per ASCI, the apex self-regulatory body for advertising content of the Indian advertising industry, the number of complaints against education institutions’ ads has gone up.

    Out of total 12 complaints received, six were against ads of education institutes and the rest from FMCG, travel, realty and appliances companies in the month, ASCI said in a statement.

    Complaints against three advertisements of Career Launcher India were upheld as ASCI’s Consumer Complaints Council (CCC) found that their claims could not be substantiated. The complaints pertained to claims of highest success rate, number of students taking tests, and being the most successful trainer in Mumbai. The company could not substantiate any of the claims with data and hence, the CCC asked for the ads to be withdrawn which was done.

    In a similar case, ads by Time Institute were asked to be withdrawn as the institute did not substantiate its claim of being no 1 institute for GMAT at the time. A claim by Education Matters on its website about its association with the British Deputy High Commission was unsubstantiated and hence it was directed to withdraw the claim from its website.

    ASCI Secretary General Alan Collaco said, “The recent introduction of education sector guidelines seems to be showing visible effects. The guidelines were much debated and well received by industry and citizens alike. Over 50 per cent of the complaints this time around were against educational institutes. The growing awareness and increased complaints is a good sign for the self regulated ad content guidelines of ASCI in India.”

    Among other ads, the TVC of Colgate Sensitive toothpaste was found to be misleading from the aspect of its visual showing “other” toothpastes having only one out of four dentists’ recommending them when the figure was actually more. The company was asked to modify this aspect of the TVC. However, the company was able to substantiate its claims of “relief from pain for sensitive teeth” and “3 out of every 4 dentists recommend Colgate Sensitive” with supporting data. Colgate-Palmolive has assured appropriate modification of the TVC.

    The implication that Dabur Pudin Hara’s does not contain any chemicals was found to be misleading by ASCI. The ad was instructed by the CCC to be modified appropriately. On the other hand, the company could successfully substantiate the claim of “relief from pain and acidity” with supporting data.

    In a case of comparative advertising, an icecream brand of Supreme Food Industries – MeriiBoy Ice Cream – was found to be misleading the consumers by claiming that the contents of competitor’s products were artificial. The CCC found the comparison between MeriiBoy Icecream and Medium Fat Frozen Dessert as unfair and misleading.

    As per the CCC decision, the leaflets were withdrawn from the market and website content modified by the advertiser. The complaint against Nirali Appliances of claiming savings on electricity and several power related claims was found to be unsubstantiated by any proper or relevant authority on energy. Upon CCC’s ruling, the advertiser assured that such claims will not be repeated in leaflets and on the website.

     

  • Godrej joins MSM’s sponsorship roster for IPL 4.0

    Godrej joins MSM’s sponsorship roster for IPL 4.0

    MUMBAI: Multi Screen Media (MSM) has added Godrej as an associate sponsor for the 2011 edition of the Indian Premier League (IPL).
     
    That brings the number of sponsors to 10, keeping one associate sponsorship slot vacant. It is talking to companies like Airtel for the last sponsorship slot.
     
    The broadcaster will then start the process of selling spot buys.

    MSM president network sales, licensing and telephony Rohit Gupta says that as was the case earlier, there is no category exclusivity for spot buys. “A spot buyer can take 80 per cent inventory of what the sponsor has if they are in the same category,” he adds.
     
    As had been reported earlier by Indiantelevision.com, MSM is targeting revenues of Rs 9 billion from the event.

  • Siegel+Gale to set shop in India

    MUMBAI: Siegel+Gale, Omnicom Group‘s global strategic branding company, is planning to set foot in India, one of the fastest growing economies in the world.


    The New York-based company, which has offices around the world, is scouting for clients in India.


    “We are actively looking at setting shop in India soon. We are in talks to rope in clients here and see this as a growth market for us,” Siegel+Gale managing director Middle East Tarek Sultani tells Indiantelevision.com. 
     






    Tarek Sultani


    For starters, Siegel+Gale will be setting up an office in India. “There is a huge untapped market in India. We should be establishing an office here very soon,” avers Sultani.


    A weak global economy does not trouble Sultani who will also be handling the India operations. “Economic crisis was a speed breaker and not a roadblock. Our plans for India have remained unaffected by the recession,” he says.
     
    Started in 1969 by Alan Siegel and Robert Gale, the firm was acquired by Omnicom Group in 2003.


    Siegel+Gale specialises in conventional media forms and in digital mediums. “We focus mainly on four sectors – telecom, oil and gas, financial services and government,” Sultani adds.
     
    The Middle East experience has been positive for Sultani, throwing up opportunities for a brand strategist in a region which has seen transformation of companies who, amid growing competition, have been keen to engage in brand building exercises.


    Siegel+Gale‘s most noted work is the makeover of the global image of Master Charge to MasterCard.

  • Anand Yalvigi joins Ignitee Sports as president

    Anand Yalvigi joins Ignitee Sports as president

    MUMBAI: Ignitee Digital Solutions has appointed Anand Yalvigi as president of its sports marketing division – Ignitee Sports.

    Ignitee Sports conceptualises, creates and executes concepts to provide brands with unique marketing solutions and sponsorships.

    Yalvigi, a cricketer having represented three states in Ranji Trophy, comes with over 10 years of experience in sports management.
     
    He has launched and set up three sports management companies earlier. At Ignitee, he will focus and promote the various niche premium sports properties with both offline and online manifestations.

    Yalvigi said, “I am glad to join Ignitee Sports and work with the management at Ignitee once again. After having launched sports management agencies I am looking forward to an entrepreneurial role with Ignitee Sports.” 
     
    Ignitee said in a release that Yalvigi’s expertise lies in handling the business of sports management. “Yalvigi is a unique example of a first class cricketer in the media and advertising industry who has built brands using sports as an important tool for marketing,” the release said.

    In 2010 Yalvigi helped in putting together the Kochi IPL team and also build brand Maxx Mobile with IPL Maxxmobie strategic timeout sponsorship.
     
    He has also conducted workshops and guest lectures on sports marketing at IIM Indore. He has worked with IPL, Maxx Mobiles, Aroma mobiles, Anchor group, Panasonic, Emami, Zee, DNA, Visage Images, IGen, Birla Sunlife Insurance, Birla Mutual Fund, Headlines Today, Aaj Tak, Indian Cricket League and Cloud 9.

  • Abhishake Das joins Tribal DDB as creative director

    Abhishake Das joins Tribal DDB as creative director

    MUMBAI: Tribal DDB India has appointed Abhishake Das as creative director.

    In his second stint at Tribal DDB, Das will work on brands such as Volkswagen, Idea Cellular and Wrigley among others.

    Prior to this, Das was with Zenith Optimedia – Zed Digital, Delhi.

    Das comes with over seven years of experience in the digital front, which includes working on a broad spectrum of categories, such as Automotive, Telecom, FMCG, Fashion and NGO.

    Das has earlier worked on brands including VW, Puma, Hyundai, Adidas, Uninor, Lufthansa, Nescafe, Intel and Microsoft.

     “Joining Tribal DDB again is like coming back home. This place has always been, and will always be, the only true-blue digital agency. It is in its DNA, and I‘m really excited to be one with it once again,” Das said.

    Tribal DDB India president Max Hegerman added, “I am excited to have Das (re)join Tribal DDB India. We have communicated for some time, and I am greatly impressed with his energy and ideas – and his passion for all things digital. I am glad that our growth this year has put us in a position to add someone like Das to our leadership team.”
     

  • Americans watch 143 hours of TV a month: Nielsen

    Americans watch 143 hours of TV a month: Nielsen

    MUMBAI: Television continues to reach more people over more platforms, according to media research company Nielsen.

    The amount of television viewing in the US remains high. In the second quarter of 2010, the average person watched more than 143 hours of television per month. This rate of consumption is essentially flat compared to the same period a year ago.

    However, the emergence of the DVR as a widely distributed device has changed viewing behaviours in many homes. The average person living in a DVR home watched 24 1/2 hours of DVR playback during this period. Looking at demographic groups more closely, the age group that watched the most television by DVR playback was viewers aged between 25-34. That demographic watched 29 1/2 hours of DVR playback per month.

    Overall Usage Number of Users 2+ (in 000‘) – Monthly Reach.

      Q2 2010 Q1 2010 Q2 2009 % Diff Yr to Yr
    Watching TV in the home 286,648 286,225 284,306 0.82%
    Watching Timeshifted TV 97,914 94,599 82,677 18.43%
     

    Monthly Time Spent in Hours: Minutes Per User 2+

      Q2 2010 Q1 2010 Q2 2009 % Diff Yr to Yr
    Watching TV in the home 143:37 158:25 143:51 -0.2
    Watching Timeshifted TV (all TV homes) 9:27 9:36 9:36 17.7
    DVR Playback (only in homes with DVRs) 24:27 25:48 24:11 1.1
     

     

  • Harmful labels work the other way round: Martin Lindstrom

    Harmful labels work the other way round: Martin Lindstrom

     

     

    MUMBAI: The cigarette industry has actually gained from the ‘harmful labels‘ that come along with the packs, said noted brand consultant Martin Lindstrom.

    Speaking at the World Brand Congress 2010 here today, Lindstrom said the government‘s steps to reduce smoking through mandatory cautionary messages have been ineffective and have actually worked the other way round.

    In his study of neuroscience and sensory branding, Lindstrom found that cigarette packs with warning failed to dissuade smokers; on the contrary, it encouraged them to smoke more.
     
    India, in fact, should take a lesson from this as the government has continuously come down heavily on the cigarette industry. Advertising is banned and cigarette packs come with gory and cruel images of people afflicted by various smoking related diseases. In spite of all these restrictions by the government, a recently concluded survey shows that smoking around the world has increased by over 11 per cent. 
     
    “Governments in Europe are thinking of asking the cigarette manufacturers to have no logos or messages on their cigarette packs. This may actually dissuade people from smoking,” said Lindstrom, the author of Buyology – Truth and Lies About Why We Buy.

    Highlighting the importance of subliminal advertising, Lindstrom cited the example of the mysterious barcode on Ferrari F1 cars. The European Public Health Commissioner claimed that the red, white and black barcode was designed to look like a packet of Marlboro cigarettes. This kind of surrogate advertising, vehemently denied by both Ferrari president Luca di Montezemolo and the owners of Marlboro, is actually banned on F1 cars.
     
    Lindstrom said the colour of Ferrari F1 cars is carefully chosen to match the red on a Marlboro packet. Hence by not even mentioning the name of the brand, this colour creates an urge in the smoker to light a tab.

    The brand futurist also discussed the various aspects of Somatic Markers. In one of his surveys, people were made to eat McDonald‘s French fries in two different packets – one with a logo and the other without one. “French fries in a packet with logo tasted 96 percent better than the one with no logo. This is the result of people‘s association or connection with a brand,” Linstrom elaborated.

       

  • Jafra Ruchi Cosmetics ropes in Sushmita Sen as brand ambassador

    Jafra Ruchi Cosmetics ropes in Sushmita Sen as brand ambassador

    MUMBAI: Jafra Ruchi Cosmetics India, the joint venture company between Jafra Cosmetics International’s parent company Vorwerk KG and Ruchi Group, has appointed actress and model Sushmita Sen as its brand ambassador.

    Jafra belongs to the Vorwerk Group, one of the largest direct selling companies in the world with a turnover of approximately $3 billion.

    Jafra Ruchi Cosmetics India joint MD Johan Wicklund says, “We are extremely delighted to bring Jafra in India in partnership with the Ruchi Group. This association helps us reduce the learning curve considerably and gives us the right leverage to expand into every part of the country effectively.”

    He further adds, “We are also honored to have Sushmita Sen as the face of our brand. Sen represents the aspirations of Indian women today and her commitments towards the entrepreneurial spirit to make a difference for women around the world aligns perfectly with the JAFRA mission, vision, and values. We are extremely delighted to partner with Ms. Sen and hope for a long association.”

    Sen adds, “I strongly believe and work towards women empowerment and Jafra‘s brand ideologies strongly speak the same. This is one strong reason I opted to endorse a brand like JAFRA. It is a brand which not only offers a wide range of skincare products but also provides a great business opportunity to all its consultants. I truly look forward to the association.”