ITV

Category: MAM

  • Chelsea FC, adidas extend partnership till 2018

    Chelsea FC, adidas extend partnership till 2018

    MUMBAI: English Premier League (EPL) soccer club Chelsea and adidas have announced an extension of their global partnership over the next eight years.

    Chelsea and adidas have undertaken a number of successful grassroots projects since 2005. This has included partnering with America’s football clubs to help develop US soccer, and the launch of ‘Blue Pitches’ aimed at encouraging young kids to participate in sport across London with plans to roll them out internationally after the launch of a Blue Pitch in Hong Kong last year.

    Chelsea Football Club CEO Ron Gourlay says, “We are delighted to extend our partnership until 2018 after a highly successful first four years. Both organisations are highly ambitious and want to continue in partnership to develop globally and for us, grow in our key market territories across Asia and North America.”

    adidas CEO Herbert Hainer says, “Both adidas and Chelsea have a long and proud heritage in football and we’re delighted to continue our working relationship with one of Europe’s elite football clubs. We look forward to many more years of success, working closely with the club on product, marketing and grass roots initiatives in the UK and around the globe.”

  • Mitali Srivastava joins DDB as AVP strategy & planning

    Mitali Srivastava joins DDB as AVP strategy & planning

    MUMBAI: Mitali Srivastava, strategic planning director at Oglivy and Mather, has joined DDB India as associate vice president – strategy and planning.

    She will be handling a range of the agency‘s important clients and will oversee training as well.

    Commented DDB India President Rajiv Sabnis,”Mitali will have a big impact on our abilities to create the social creativity that our clients have come to expect from DDB.”

    Srivastava started her career as a journalist, before moving to TBWA and then to O&M.
     

  • Pix in marketing push for ‘The Hurt Locker’

    Pix in marketing push for ‘The Hurt Locker’

    MUMBAI: With one of its biggest properties for the year The Hurt Locker airing on 30 October at 9 pm, Pix is doing a marketing campaign covering print, television, outdoor and digital.

    Speaking on this Pix VP marketing Himmat Butalia says, “We are pushing The Hurt Locker as an action movie. We want to capture as many eyeballs as possible and the action genre works best for English movies.

    Pix has carried out outdoor activities in the form of hoardings in Mumbai, Delhi, Bangalore, Kolkata and Hyderabad from 22 October. There are print ads in Mumbai, Delhi, Bangalore and Kolkata on the day of the film‘s airing. The tagline is Everytime you suit up it is life or death”.

    On the television front, the channel has taken spots on channels like Discovery and TLC a couple of days before the film airs.

    In the digital realm, the channel has launched a viral game. Butalia claims that the game got 800 hits on Facebook within 15 minutes of launch. “The digital medium is certainly going to be very important for us going forward. You immediately get a reaction. You can track conversation. We are also using Twitter,” says Butalia. The viral game involves having to defuse a bomb.

    On the ground level, the channel tied up with multiplexes PVR and Fame for loo snippets in Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Pune. It is also running promos in restaurants like McDonalds, Café Coffee Day in Mumbai, Delhi, Bangalore, Hyderabad, Pune and Kolkata using their screens.

    Radio is not being used as the channel decided to focus on digital instead, says Butalia.

  • Sab launches new brand campaign amidst growing popularity

    Sab launches new brand campaign amidst growing popularity

    MUMBAI: In keeping with its brand promise of Asli Mazaa Sab Ke Saath Aata Hai, family comedy entertainment channel Sab has launched the third phase of its brand campaign that reiterates the promise of light hearted shows that can be enjoyed with the entire family.

    In the first stage of launching its brand campaign, Sab had started with the catch line Asli Mazaa Sab Ke Saath Aata Hai. And as it grew along till a year ago, the channel launched its second campaign that read Shaam ko ek waqt aisa aata hai jab saara parivaar ikhatte ho jate hai kyon ki asli maaza Sab ke saath aata hai.

    Going by the popularity that the channel has acquired growing from 28 GRPs (gross rating points) to the current 100 GRPs, Sab launched third phase of its brand campaign that reiterates the brand promise of light hearted shows that can be enjoyed with the entire family. The catch line now reads Ab toh Baache Baache ko bhi samajh mein aata hai ki asli mazaa SAB ke saath Aata Hai.

    The TVC features a boy who gets a candy in school. He does not feel tempted to have the candy. He resists all temptation, rushes back home, goes to the kitchen and then breaks the candy into several pieces and eventually shares it with his entire family. 

    The TVC showcases that now even a kid knows that real fun lies in being with the whole family. The title track of the TVC is sung by classical singer, Shubha Mudgal.

    Commenting on the launch of the new brand campaign, Sab executive VP and business head Anuj Kapoor says, “Our message to Indian families that asli maza SAB ke saath aata hai has really hit home. Today, several families across countries have realised and accepted that it is better to watch positive and light hearted family content on SAB TV instead of watching negative and regressive content on other GEC channels. Even a small child has realised the wisdom of this simple truth.”

  • Castrol in 5-year deal with ICC as performance partner

    Castrol in 5-year deal with ICC as performance partner

    MUMBAI: Lubcricant manufacturer Castrol has done a five-year deal with the International Cricket Council (ICC) that makes it the official performance partner of cricket‘s governing body.

    The agreement awards Castrol a worldwide rights package from 2010 until 2015 and will include the ICC Cricket World Cup 2011, which will take place in India, Bangladesh and Sri Lanka, as well as all other ICC tournaments up to and including the ICC Cricket World Cup 2015 in Australia and New Zealand.

    Castrol was involved with the recently concluded 2010 Fifa World Cup in South Africa, the Uefa Euro 2012 and the 2014 Fifa World Cup in Brazil.

    Castrol says that its success in business over the past 100 years is its ability to use analysis to improve performance in the most extreme conditions in sport on land, sea and air. Castrol, with the help of cricket experts like Harsha Bhogle, has applied this same skill to analysing performance in cricket to devise the Castrol Index.

    As the official performance partner of the ICC, Castrol will bring this system to the stadium audience of ICC events like the ICC Cricket World Cup and ICC World Twenty20 as an index on the match day.

    By appearing on the stadium replay screens at crucial points of the game, the Castrol Index for match days will fuel the audience’s passion and excitement in the game by updating them real-time on which team is leading and which players are the top performers at that point in the game.

    ICC CEO Haroon Lorgat said, “For us to attract a commercial partner of Castrol’s calibre is another indication of the excellent reputation and healthy state of international cricket. It reconfirms how top brands want to be associated with cricket and its great spirit. Even in these challenging times cricket’s popularity among spectators, broadcasters and sponsors is as strong as ever.”

    Castrol regional VP, Asia and Pacific Region – Naveen Kshatriya said, “Cricket is a sport that is passionately followed across many parts of the world. While no other game touches the hearts and minds in the Asian sub-continent as cricket does, the game is also very popular in many other important Castrol markets like Australasia, South Africa and the UK.”

     

  • Zing dons new look for Lux

    Zing dons new look for Lux

    MUMBAI: Taking the concept of roadblock advertising one step ahead, Zing, the Bollywood channel from the Zee Entertainment Enterprises Ltd (Zeel) stable, has worked out an innovative brand integration with one of its key advertisers for a duration of three weeks.

    Zing has integrated the popular toiletries brand Lux in its channel identity, logo, menu cards and its morning songs programme, Chillax Mornings.

    Zing is doing this roadblock for Lux Lotus and Cream, a new soap from the toiletries manufacturer, till Diwali.

    Zing has redone its colour scheme from a red and white combination to the purple and cream one that Lux is using for this new soap. All the peripherals of the channel packaging reflect the same.

  • Educational sector to have ad guidelines from 1 December

    Educational sector to have ad guidelines from 1 December

    MUMBAI: The advertising code for the educational sector, prescribed by the Advertising Standards Council of India (Asci), will come into force from 1 December.

    Advertisements of educational institutes, coaching classes and educational programmes will be governed by these specific guidelines.

    Introducing the draft code two months back, Asci has made ready the final set of guidelines that are to be implemented across the country.

    The apex self-regulatory body for advertising content has introduced four sub-clauses into the code, based on the feedback and inputs received from general public and educational institutions.

    Some of the suggestions from masses are indicative of real life situations of misleading advertisements. Most of these include ads claiming high ranking, building and infrastructure, students’ testimonials and job placements.

    Says Asci chairman Rajiv Dube, “Education is a sector that is critical to the country’s future. We received a number of suggestions and inputs on the draft guidelines, largely from lay citizens and institutes. Such a response reinforced the importance we placed on the education sector and the need to treat it as a special case. We now know that our belief is a major public concern too, and sincerely hope that the code will reduce incidences of wrongful advertising in the education sector.”

    Creative agencies have welcomed the guidelines, stating that misleading ads could destroy the careers of youngesters.

    Says Leo Burnett chairman and CEO Arvind Sharma, “Asci has a crucial role to play in ensuring that there is fairness and accuracy in these ads. Education sector is one of the top five spenders in FY‘2010. So it is good that we have certain guidelines to check the factuality of these ads.”

    The new code prohibits ads claiming comparative ranking of institutes without giving details of the ranking organisation and the date the ranking was published.

    A new clause also prohibits display of building or infrastructure from models and computer graphics, requiring institutions to show actual and existing facilities, if the facilities are shown in the ads.

    The new code also attempts to clamp down on misleading testimonials of students that may not even have been part of the educational programme, exam or subject. A new clause makes it mandatory for advertisements to give exact details of students giving testimonials.

    Similarly, the new code takes another technicality into consideration by asking advertisers to mention total number of students who passed out from the class, whenever they claim an absolute number of students placed in jobs.

    The final set of advertising guidelines for educational institutions, among other things, prohibits institutions and programmes from claiming recognition, authorisation, accreditation, or affiliations without providing proper evidence.

    The guidelines also require that the name and place of the affiliated institution which provides degrees and diplomas on behalf of the advertiser and which may not be accredited by a mandatory authority, is prominently displayed in the ad.

    With the new guidelines, educational institutions will not be able to promise jobs, admissions, job promotions and salary increase, without substantiating such claims and also assuming full responsibility in the same advertisement. The proposed guidelines discourage institutions from claiming success in placements, student compensations, admission to renowned institutes, marks and rankings, and topper student testimonials unless every such claim is substantiated with evidence.

    The education sector guidelines take note of the fact that a significant amount of advertising activity is currently happening in the education sector, reflecting the vast variety of educational programs being offered in the country.

    Asci quoted the recent Adex report, which said that advertising by educational institutions has gone up by leaps and bounds. Last year’s figures show that 8 per cent of all advertising expenses in print media came from the educational sector. This is a significant increase compared to just a few years ago.

    In the recent past, Asci has put out specific guidelines for advertisements in the automobile and food and beverage sectors.

  • Havas, Percept to float media buying JV

    MUMBAI: Havas and Percept are floating a media buying joint venture outfit, signalling consolidation in the space as agencies battle for size.

    PH Media, the new entity, will house the media buying businesses of Havas Media and Percept Media with a combined volume output of over Rs 20 billion, giving it enough muscle to bid for a wider pool of clients.

    Havas Media CEO Anita Nayyar said, “We are delighted to announce this landmark joint venture with Percept. This partnership will not only ensure exponential growth by volume consolidation for the agencies but also make the new entity a strong contender with volumes upwards of Rs 20 billion.”

    Nayyar, however, did not elaborate on how much Havas will hold in the joint venture. “I can‘t also comment on how much of business we are targeting in the first year,” she said.

    PH Media will be an independent entity with a dedicated infrastructure managed by a CEO who will report to the PH Media board comprising members from Havas Media and Percept Media.

    A search is on for the new CEO of PH Media and in the interim the responsibilities will be handled by Nayyar.

    So how will the joint venture stand to gain amid competition in the media buying space? “It’s a win-win situation for all the three stakeholders – media owners, agency and the clients. This relationship means volume consolidation for both the agencies, efficiencies and value additions for our clients, and larger business for media owners,” said Nayyar.

    The two agencies hope to ride on their combined strength as they plan their next phase of growth. “The JV gives us an opportunity to break the monotony and look at media buying with a fresh perspective – greater emphasis on technology and research, futuristic organisation structure and a whole new suite of software, tools and processes. Together, we will take media buying in India to the next level.” said Percept Media director & CEO Shripad Kulkarni.

     

  • KBC 4 tops the chart, propels Sony to No 3

    MUMBAI: The grand old man of Bollywood is proving his magic yet again on television. Amitabh Bachchan has anchored the fourth season of Kaun Banega Crorepati to explosive numbers, making it the top-rated show among the Hindi general entertainment channels (GECs) and aiding Sony Entertainment Television (Set) to race to the third spot ahead of Zee TV.

    On the launch day, the one-and-a-half hour episode of KBC 4 fetched a TVR of 6.2 in the Hindi speaking markets (HSM).

    Surpassing the opening day ratings of all the reality shows launched in recent times, KBC 4 managed an average TVR of 5.3 for the whole week.

    Says an elated Bachchan, “I am humbled and delighted with the performance of KBC. These numbers show that we have managed to touch a chord with the ‘aam aadmi’. It is especially gratifying that it has brought whole families together across the entire country. Only a few days back, a viewer wrote to me saying after so many years, three generations of her family – she, along with her teenage daughter and mother-in-law – all watched television together, thanks to KBC.”

    Master Chef on Star Plus and Rakhi Ka Insaaf on Imagine TV, the other two celebrity-driven reality shows launched during the week, managed only 2.6 TVR and 1.9 TVR respectively.

    “The first week ratings are pretty encouraging. The fact that viewers are glued for the whole week is very good news for us,” says Set business head and EVP Ajit Thakur.

    Sony, in fact, has edged out Zee TV with 221 GRPs (gross rating points) for the week ended 16 October, according to Tam data.

    Zee TV mopped up 178 GRPs, prompting industry experts to believe that Sony has a high possibility of staying at the third spot at least till KBC gets over. The channel has signed Bachchan for nine weeks (36 episodes).

    KBC, in fact, has had more punching power in the opening week than all the major shows launched recently. Bigg Boss 4 on Colors had opened to a 4.8 TVR, but the average ratings fell to 3.15 TVR and 2.27 TVR in the first and second week respectively.

    The debut episode of Khataron Ke Khiladi x3 had clocked a 5.5 TVR, but the first week ratings stood at 4.4 TVR.

    Among the different age demographics, KBC‘s ratings from 4-14-year-olds stood at 5.8 TVR, lower than the 15-24 age group which had a TVR of 7.1.

    Among the 25-34-year-olds the TVR stood at 5.3, while the TVR was 6 for the 35-44 age group, 7.4 for 45-54 years and 6.2 TVR for audiences over 55 years.

    The modest ratings of Master Chef, however, won’t hurt Star Plus (361 GRPs), which is leading the flock with a 100 GRP gap over Colors (261 GRPs). Star Plus’ four shows – Pratigya, Bidaaii, Sathiya Saath Bibhana and yeh Rishta – are among the top 10 shows during the week, and all of them have ratings of over 4.3 TVR.

    Meanwhile, Colors‘ flagship fiction, Balika Vadhu, is knocked out of the top 10 shows. The channel now has three shows – Uttaran (4.4 TVR), Bigg Boss –Aakhiri Salaam (4.17 TVR) and na Ana Iss Desh Laado (3.99 TVR) – in the list of top 10.

    Zee TV has lost some ground as it has only one show, Pavitra Rishta (4.93 TVR), among the top 10.

    A quick look on the other GECs: Sab is fifth with 99 GRPs (109 GRPs in prior week), Imagine with 81 GRPs (from 75 GRPs) takes the sixth spot, followed by Star One (38 GRPs), and Sahara One (25 GRPs).

     

  • Chevron launches global ad campaign ’We Agree’

    MUMBAI: Oil company Chevron has launched a new global ad campaign, We Agree.

    The campaign highlights the common ground Chevron shares with people around the world on key energy issues. It also describes the actions the company takes in producing energy responsibly and in supporting the communities where it operates.

    Chevron VP of Policy, Government and Public Affairs Rhonda Zygocki says, “We hear what people say about oil companies – that they should develop renewables, support communities, create jobs and protect the environment – and the fact is, we agree.

    “This campaign demonstrates our values as a company and the greater value we provide in meeting the world’s demand for energy. There is a lot of common ground on energy issues if we take the time to find it” 

    The campaign includes a series of print ads and 30-second TV spots that focus on five main themes:

    * Growth and Jobs – Demonstrating Chevron’s strong reinvestment of profits into energy development, local economies and job creation.
    * Renewable Energy – Describing Chevron’s leadership in the development of renewable energy and the promotion of energy efficiency.
    * Technology – Showcasing the advanced technologies Chevron is investing in to find new energy and work cleaner, smarter and safer.
    * Small Business – Highlighting Chevron’s support of small businesses and supply chains around the world.
    * Community Development – Emphasizing the partnerships and programs Chevron is involved in to support health, education and socioeconomic development in the communities where it operates.

    The ads feature declarative statements about the oil industry that are designed to illustrate the mutual agreement between Chevron and its partners. They also describe the actions Chevron is taking to advance these important issues. The statements are accompanied by the text ‘We Agree‘ and signatures from both a Chevron employee and, in most instances, a Chevron partner.

    Some of the partners include The Global Fund to Fight Aids, Tuberculosis and Malaria, which works with Chevron to address global health issues; Teach For America, which partners with Chevron to provide innovative solutions to education challenges; and Weyerhaeuser, which works with Chevron in a joint venture to develop advanced biofuels from nonfood sources.

    The television spots include a Chevron employee and a citizen expressing their opinions about the industry. As the advertisement unfolds, their perspectives converge in agreement, reinforcing the ‘We Agree‘ message.

    The print images were shot by photographer Steve McCurry, who has created images for National Geographic and other international publications. Glory Road director James Gartner shot and directed the television commercials.