ITV

Category: MAM

  • Parag Milk to launch ‘Go cheese’ campaign by November-end

    Parag Milk to launch ‘Go cheese’ campaign by November-end

    BANGALORE: Dairy and milk food products manufacturer Parag Milk Foods (Gowardhan) plans to launch an aggressive campaign for promoting its main staple – cheese – by the end of this month, said company sources.

    The company’s ATL activities include television, radio in metro cities, print and outdoor. Its BTL initiatives include sampling at outlets, mainly modern retail.

    “This will be our second push this year across all media including national, kids and regional television mediums. It should commence by by the end of this November,” revealed Gowardhan’s vice-president of marketing Rahul Akkara. “Our annual ad budgets are around Rs.100 million, and a major chunk of this goes towards the pushes that we have on television.”

    The company also has a range of milk food products under the brand ‘Gowardhan’ manufactured out of its plant in Manchar in Maharashtra. It has a major presence in markets such as Mumbai and Pune.

    Gowardhan also announced the launch of six flavors of ‘Go fruit n dahi’ yoghurt in the Bangalore market today.

    “Our TG for the flavored yoghurts is the woman and the youth in the metos- it is a snack that one can have on the go,” said Akkara. “Since the ‘Fruit n Yoghurt’ is more of a metro centric prodcut, our mass media communications will be mainly on outdoor, local print and radio mediums in Bangalore. Once our new diary in Andhra Pradesh starts production, we will be targeting other cities such as Mysore, Chennai, Hyderabad, etc.,” he added.

    Initially Gowardhan’s flavored yoghurt offering will be available in modern retail outlets. Once its expansion plans are complete, it intends to be present on the local grocery shop shelves.

    Gowardhan pegs the current fruit and yoghurt market in India at 50 tons per month, with Mumbai accounting for 10 tons. The market is growing by around 30 per cent year on year.

    Bangalore based Scion handles the creative and brand promotion duties for Gowardhan, while Karat handles the media buying.

  • Tendulkar is ICC’s ambassador for 2011 Cricket World Cup

    MUMBAI: With exactly 100 days to go for the start of the cricket World Cup, the Internatinal Cricket Council (ICC) has announced the appointment of Sachin Tendulkar as the official ambassador for the event.
     
    In his role as ICC Cricket World Cup 2011 ambassador, Tendulkar will be called upon to promote and support a variety of ICC initiatives for the tournament, which is the third biggest sporting event in the world and will take place in Bangladesh, India and Sri Lanka from 19 February to 2 April next year.
     
    Tendulkar will join Pakistan’s Javed Miandad as the only other player to take part in six World Cups. The ICC says that Tendulkar has inspired hundreds of millions of cricket lovers around the world with his personality, skill, temperament and love for the game. He has scored more international runs than anyone else in history while also adhering faithfully to the spirit of cricket. Off the field he has always carried himself as a true champion, making him a perfect role model and one of the most recognisable and popular sportsmen of his generation.
     
    ICC CEO Haroon Lorgat said, “We are very lucky to have such an extraordinary player as Sachin supporting our flagship event. I don’t think any other player has inspired a nation like he has and the respect and affection he enjoys goes way beyond his native India. Many other athletes and sports fans around the globe admire what he consistently achieves and what he does for cricket.”

  • Grey cooks up tasty commercial for Britannia cakes

    Grey cooks up tasty commercial for Britannia cakes

    MUMBAI: Grey India has created a new television commercial for Britannia cake. The commercial brings to light the goodness of cakes showing how a Britannia cake is made from the healthiest of ingredients that include milk, eggs and fruit. With this the company intends to break the cliché of cakes being considered as unhealthy. 

    Said Grey national creative director Malvika Mehra, “Britannia wanted to shift it from a ‘special moments indulgence‘ to a ‘healthy wholesome everyday snack‘ space. Coming to think of it, when one looks at the ingredients that go into a Britannia Cake, they are naturally healthy and wholesome (milk, eggs, fruits etc.) so honestly our task was very simple – we just had to glorify this fact.”

    The ad shows young boy being followed into his school bus by a cow and when he is settling down, his mother hands him a hen through the window. This brings up some other unusual incidents.

    For this she said, “We dramatised the ingredient story and decided to tell it via a cow (for milk), a hen (for eggs) and a tree (for fruit)! It turned out to be a mad, chaotic shoot with us trying to get the cow inside the bus with 50 school kids. Hope the film works the magic we all want it to.” The ad then goes on to announce that all these healthy ingredients (milk, eggs and fruit) are found in one place – Britannia cakes.

    Grey National creative director Amit Akali says, “Just like in the nursery rhyme ‘Mary had a Little Lamb‘, our protagonist, Varun has various things (a cow, a hen and a fruit tree) following him to school. We thought it would be interesting to bring alive a rhyme that all of us have sung at some point or the other. Hence, we decided to do our very own rendition of ‘Mary had a Little Lamb‘, albeit a folk version with thumkas, et al. Amar Mangrulkar, the music director, arranged for Raghuvir Yadav to sing it and that really took it to another level.”
     

  • Percept creates new TVC for XXX Energy drink

    Percept creates new TVC for XXX Energy drink

    MUMBAI: Percept Pictures‘ Ad Films has created a new television commercial for XXX Energy Drink.

    The XXX (Xperience Xtreme Xcitement) Energy Drink, a JMJ Group product, is high on life and is created for people who dare to venture into the unknown territory. 

    The TVC, launched on 5 November, shall go on air across all mediums subsequently and is being shown in theatres. Percept brought out the Triple X attributes of this extraordinary drink through this 60-second. The ad was shot in Bangkok and features stunt team Baan Rig.

    Said Percept Pictures chief production controller Priti Chawla, “The product lived up to its promise and working on the TVC was indeed extreme excitement. Best locations, casting from the world over and a stunt team like Baan Rig, Thailand topped the experience. We are already thinking of creating sequels to this film.”

    The ad executed by Percept Pictures was created in collaboration with director Marlon Rodrigues, music director Ram Sampath and cinematographer Kaka Tong.

  • Prasar Bharati makes just Rs 581 mn from CWG

    Prasar Bharati makes just Rs 581 mn from CWG

    MUMBAI: Prasar Bharati made Rs 581 million from the Commonwealth Games while it had set itself a target of Rs 1 billion.

    The minister of state for information and broadcasting S Jagathrakshakan informed the Lok Sabha on this yesterday.

    Doordarshan was not allowed to air advertisements during the closing ceremony of the CWG Games following complaints that there were too many ads during the opening ceremony.

    Union Sports Minister MS Gill admitted in the Lok Sabha yesterday that The Commonwealth Games Organising Committee (OC) fell more than 80 per cent short of its revenue target.

    While the OC was expected to generate Rs 17.08 billion, it only managed Rs 3.27 billion. On the other hand, the OC got more money from the government than originally expected, with its expenditure overshooting its budget by Rs 6.38 billion.

    The revenue came in from three sources. The sale of tickets generated Rs 391.7 million. While the contracted value of sponsorship was Rs 3.75 billion, less than a third of that sum was realised, with just Rs 1.14 billion coming in so far.

    Similarly, only Rs 1.74 billion has been received for the sale of the international television rights, against the contracted value of Rs 2.13 billion. That does not include the Rs.230 million withheld as tax deducted at source from the payments of Network Ten in Australia.

    The number of visitors to the Games also fell short of the goal. While the OC had estimated 100,000 visitors and 8,000 participants, the actual numbers were lower.

    The number of foreign tourist arrivals in Delhi in the first two weeks of October — not all of whom were necessarily in the city for Games-related tourism — was 75,606. The total number of participants was 6,572.

  • Xerox in 5-year sponsorship deal for US Open

    Xerox in 5-year sponsorship deal for US Open

    MUMBAI: The United States Tennis Association (USTA) and Xerox have announced that Xerox has agreed to a five-year partnership to officially sponsor the US Open and Arthur Ashe Kids’ Day presented by Hess, starting next year.

    Xerox will serve as the exclusive office equipment and document technology and services provider for both the US Open and Arthur Ashe Kids’ Day. The partnership includes on-site presence, media support of tournament television broadcasts and a robust relationship with USOpen.org, the official website of the US Open.

    On-site at the US Open, Xerox will be provided with both courtside and ring signage in Arthur Ashe Stadium and the Louis Armstrong Stadium as well as other tournament courts.

    As a partner with the US Open, Xerox document technology will be integrated in all key areas of the US Open, including tournament operations, business operations and the US Open Media Center. Xerox will work with the USTA to improve the efficiency and effectiveness of communication to key constituencies through the use of Xerox’s document technology and services.

    As an official partner of Arthur Ashe Kids’ Day, Xerox will be the title sponsor of the Performance Challenge, which is a featured component of the stadium show where top players attempt to hit targets in order to raise money for their designated charity.

    Xerox CMO Christa Carone said, “The USTA does a masterful job of creating on-court excitement for tennis fans around the world. Off the courts is a hub of activity to serve up fast and accurate communication with officials, administrators, press, players and guests. That’s where Xerox comes in. Through our document technology and services, we’ll give the USTA more freedom to focus on their real business – on the court and off.”

    USTA chief business and marketing officer Harlan Stone said, “Once again the US Open has attracted a leader in its respective business category. Xerox’s expertise will allow the USTA to simplify the flow of information at the US Open as we bring Xerox’s world-class document technology and support to this global event.”

    Arthur Ashe Kids’ Day presented by Hess will kick off the 2011 US Open on 27 August. The 2011 US Open will run 29 August – 11 September.

     

  • World Brand Congress kicks off in Mumbai on 22 Nov

    MUMBAI: World Brand Congress 2010, the conference on branding and marketing, is being held from 22– 24 November in Mumbai.

    This year’s theme is Building Borderless Brands: Rethinking Innovation.

    Top executives from the world’s biggest brands and most influential marketing organisations will address today’s critical business challenges. Martin Lindstrom will have a session, A Day With Martin Lindstrom, on the opening day.

    The best campaigns, professionals, and organisations of 2010 chosen by an independent Jury, will be awarded at Global awards for brand excellence for excellence in brand building.

    Other speakers at the event will include Pepsi US chief consumer engagement officer Frank Cooper, Scenarion Creation partner Stephanie Zahn, Thomson Reuters global head of brand Douglas Spencer, Interbrand regional director Matthew Millard-Beer and Brandhouse MD Crispin Reed.

     

  • Conan O’Brien travels to India in new American Express campaign

    MUMBAI: American Express has announced the launch of its latest television spot in the US which showcases the brand’s commitment to providing its Cardmembers with unique and memorable entertainment experiences.


    Titled Curtain, the 60 second spot features comedian and late-night talk show host Conan O’Brien, and marks the first time in nearly three years that American Express has partnered with an entertainment personality in one of its ad campaigns.
     
    Curtain takes viewers into the depths of India with Conan as he meticulously prepares for an upcoming performance. He is in pursuit of the world’s finest silk, and transforms raw thread into a long panel of fabric that he then personally dyes a regal red. The spot then flashes-forward and reveals Conan admiring with great pride a stage curtain – obviously one that he took pain-staking measures to craft to meet his standards. The spot culminates with a reminder to viewers: “If you’re really serious about entertainment, every detail counts” followed by a call-to-action to visit americanexpress.com/entertainment, where Cardmembers can take charge of their own entertainment experiences.
     
    Curtain is the latest installment of the Take Charge brand campaign and will debut on American television on 8 November, aligning with the launch of O’Brien’s new late-night TBS show Conan. 
     
    American Express CMO John Hayes says, “Just like Conan O’Brien, American Express takes entertainment seriously and consistently delivers unique and relevant entertainment experiences – whether at a live event or streamed content for viewing at home.


    “American Express offers so much more than secure payments and great service, we deliver a gateway to memorable entertainment experiences across film, music, sports, fashion and theater alike.”

  • Synovate, Domor to measure ROI for brands

    Synovate, Domor to measure ROI for brands

    MUMBAI: Market research firm Synovate India and specialist consulting firm Domor Communication Consulting have partnered to initiate a marketing effectiveness study, Consumer Response to Investment in Entertainment Properties (CRIEP).

    CRIEP is aimed at helping brands understand their return on investment (ROI) of using big entertainment properties as a marketing platform.

    Initially, the measurement is being done for Bigg Boss Season 4 (Colors) and KBC Season 4 (Sony Entertainment Television).

    The two companies said in a statement that CRIEP will utilise a large consumer research based approach and measure the impact of large events essentially on the four brand metrics of awareness, disposition, imagery and equity.

    The results would be out in January after the two shows wrap up on air this season.

    The study has an extensive pre and post measurement approach to isolate the effect of each property on the brand equity for brands broadly in the 11 categories of: chocolates, mobile services, mobile handsets, banks, TVs, household appliances, digital cameras, automobiles, motorcycles, insurance and inner wear.

    Synovate India senior project director Sonali Bhatia said, “CRIEP will touch about 6600 respondent across nine towns (including metros and tier 1 towns). It‘s not a pure research product and will build on in-depth understanding of the way Entertainment Properties are used by marketers and consumed by audiences”.

    Domor Communication Consulting founder-director Nitin Jain said, “With the success of Cric – the marketing effectiveness model on cricket, measuring and improving a marketer‘s effectiveness on entertainment properties is a logical step forward. Investments on entertainment properties are already huge and only getting bigger. Further our experience in planning and buying on entertainment properties gives us the added understanding and learning critical to embark on a project like this.”

    CRIEP will attempt to answer the marketers various questions such as how is their brand competing for consumer mind space against all other brands on the same property, across categories. The study also aims to highlight the most recalled elements of the show and what brands were they associated with.

    It will also try to find the difference in the impact of the two entertainment properties and the impacts of geographies/ age/ SEC. CRIEP will also find out whether the visibility of a campaign impact the effect of the properties on the brand metrics.

    Synovate India director Rahul Varma said, “CRIEP will provide cross-category analysis and reveal product categories which are gaining more from such properties. Further diagnostics would help us understand the impact on brand impressions which in turn lead to some level of brand desire in the consumer‘s mind.”

    To measure the impact of presence on these properties on the consumer‘s desire for various brands ‘attitudinal equity (AE)‘ has been integrated in CRIEP Synovate‘s proprietary analysis tool.

     

  • Prasoon Joshi is McCann Worldgroup Creative Leadership Council chairman

    Prasoon Joshi is McCann Worldgroup Creative Leadership Council chairman

    MUMBAI: McCann Erickson India executive chairman Prasoon Joshi has been appointed the chairman of the ad firm’s worldwide creative leadership council.

    He has become the highest-ranked creative professional in the New York-headquartered agency.

    Joshi is the first Indian, and the second Asian to get a comparative role. The first was Tham Khai Meng, a Singaporean appointed worldwide creative director at O&M two years before. Meng also heads Ogilvy‘s worldwide creative council.

    Joshi said, “I am excited and honoured at being given the responsibility and feel good that the refined Indian creative thinking has been given recognition. I will benefit from the experience McCann doesn’t have a global creative director. The chairman of the creative leadership council is responsible for McCann’s worldwide creative mandate”.

    The new role entails looking after the global creative product and at whatever makes the creative product better.

    Joshi will preside over a council that has six senior officials from the creative side from different regions of the world — US, Europe, Latin America and China. Some of the members of the council are Washington Olivetto from WMcCann, Brazil and Carol Lamb from McCann China .