Category: MAM

MUMBAI: Donear Industries has roped in Thought Bubbles as its creative partner following a muti-agency pitch. 
 
The size of the account is estimated to be in the region of Rs 80-100 million.

The agency will release the new campaign in April donning the tagline, ‘Donear – India ka style‘. The television commercial will feature Vivek Oberoi endorsing the brand.
 
Some of the important clients in the agency‘s kitty include 21 Fahrenheit – Ice Lounge, DSP BlackRock Mutual Funds, Indiabulls Real Estate, United Way Mumbai, Designo Furniture Studio, Big Cinemas, and Armstrong Construction.
 

MUMBAI: The third edition of the Indian Premier League (IPL) which kicked off on 12 March 2010 got a rating of 7 c&s4+ six Metros for the match between the Deccan Chargers and the Kolkata Knight Riders.

The figure is less than the first match of the first edition of the IPL which got a rating of 8.2. It is however better than the second edition in South Africa which had managed a rating of 5.6. 
 
In digital homes the first match for the third edition did better with a rating of 8.6 compared with a rating of 7.2 in the second edition.

The IPL has grown its reach. The first match was viewed by 17.6 million viewers and 2.3 million digital homes. In the second edition the first match got a reach of 12.3 million homes while the digital viewership was 1.7 million.
 
In the first edition 12.5 million homes tuned in. While the IPL is seen as a mass property this time around 55 per cent of viewership came from SEC A and B homes c&s4+.

This is an increase from the 50 per cent figure in the second edition and 51 per cent in the first edition. The event is still heavily skewed towards males. However the percentage of women who watched the first match rose to 38 per cent this time from 34 per cent in the second edition. In the first edition 38 per cent of viewership came from women.

As in previous years the youth watch this event the most. 28 per cent of viewership came from the 15-24 age bracket. This is a slight decline from the 31 per cent last year. The ad volume during the first match for the third edition increased by four minutes to 45 minutes compared with 41 minutes in the first and second editions.
 
The top three ad platforms this year were Pull-Through, Push Backs and Fair Play Award. Last year they were Push Backs Action Replay and Fair Play Award. In the first edition they were Push Backs and Action Replay.

The top advertisers this around were Vodafone, Samsung and Tata Teleservices. Last time the top advertisers were Airtel, Vodafone and Heinz. In the first edition the top three advertisers were Vodafone, Hyundai and Coca Cola. The top three brands who advertised this year were Vodafone Cellular Service, Samsung Dual Slim Active Phones and Tata DoCoMo.

Last time around the top three brands who advertised were Vodafone Cellular Phone Service, Airtel Cellular Phone Service and Glucon D. In the first edition the top three brands who advertised for the opening match were Vodafone Customer Service, Sunfeast Golden Bakery and Max Newyork Smart Investment Pension.

On-screen the top advertisers were Jaquar, Hyundai and Hero Honda. Last year they were Ritnand Balved Education Foundation (Amity), Bharti Airtel and Hyundai Motor India. in the first year they were Standard Chartered Bank Vodafone Essar and Coca Cola India. The top three on-screen brands this year were Hyundai i10, Artize and Hero Honda Cbz Extreme. Last year they were Amity University, Airtel Broadband and Havells. In the first edition they were Standard Chartered, Vodafone and Citi.
 

MUMBAI: MRF has joined the Indian Premier League (IPL) bandwagon.

It is sponsoring the Blimp in a deal believed to be worth Rs 150 million a year. The Blimp is a balloon that floats over the stadium. This is the first time that the Blimp will be a part of the IPL.
 
Earlier this week, IPL chairman and commissioner Lalit Modi, while not giving any revenue figures, claimed that the IPL will double revenues from the central pool. This includes the deals done with Colors and Youtube.
 
A recent deal done has been with Karbonn Mobiles which is the telecom category sponsor. It is also sponsoring IPL Nites. This figure is believed to be around Rs 170 million a year.
 
in addition to Karbonn Mobiles, The UB Group is also sponsoring IPL Nites. Kingfisher was the sponsor for the Opening Night which took place yesterday.
 

MUMBAI: The 6th edition of the Outdoor Advertising Convention will be held on 11 and 12 June in Mumbai.

The convention, conceptualised on the theme “from Fragmentation to fraternity???”, will focus on the imperative need for everyone in the industry to get together and work in concert for the growth and development of the industry. 
 
Says project head, OAC & publisher VJ Media works Vasant Jante, “The fragmented nature of the OOH business in India has been one of the biggest impediments to the development of the medium as a whole. The ‘each person for himself‘ approach has so far meant that the medium has never been able to achieve its warranted status as an industry, define and implement industry-wide standards or present one representative face to address operational and regulatory issues.”

“But of late, efforts from the IOAA (Indian Outdoor Advertisers Association) and the DOAA (Delhi Outdoor Advertisers Association), for example, have demonstrated that together the industry can achieve much more than when pursuing individualistic agendas. OAC 2010 will discuss, again, the advantages of a united industry, define the issues that can only be resolved with a cohesive approach and develop a concerted agenda for the future,” he adds. 
 
The two-day event will culminate with the Outdoor Advertising Awards. One significant change in the awards module has been the decision to drop the Poster category.

“The creative part of the awards, the other being the media awards, follows a classification by product and service categories rather than by OOH format or application,” says Jante.
 
“Posters are the only format-defined category and even as an OOH format, posters hardly have a presence in the Indian OOH landscape and hence, the decision to drop the category as a whole. If posters as a format were to evolve and become a significant part of the OOH portfolio, then the creative efforts in that format can be accommodated within the existing product/service categorisation,” Jante adds.

The creative as well as the media categories at OAA will have their own jury that will be finalised and announced soon.

MUMBAI: Proximity London has been appointed – subject to contract – to a new BBC contract to handle TV Licensing‘s direct marketing, printing and fulfilment services for the UK pubcaster for the next five years. 
 
The contract will apply to the main direct marketing activity conducted by TV Licensing, including reminder letters and licence distribution.

It also includes fulfilment of digital communications, which are increasingly used to help lower the cost of collection.

The re-appointment concludes a rigorous procurement process that began in May 2009. 
 
BBC head of sales and marketing for TV Licensing Peter Kirk says, “We are pleased to be able to reappoint Proximity to handle this large and complex contract, which will save the BBC ?20 million over the five-year term.

“During the course of a very thorough bid process, the team demonstrated best practice quality control processes and a high standard of value for the licence payer.”
 
Proximity, which bid with Orchestra Group Ltd as their print services provider, will continue to work alongside a number of agencies contracted by the BBC to deliver integrated communications services for TV Licensing.

These include AMV BBDO (advertising), Fishburn Hedges Boys Williams Ltd (public relations) and PHD (media planning).
 

MUMBAI: Sachin Tendulkar has been named a United Nations Environment Programme goodwill ambassador.

The appointment has been made by UNEP executive director Achim Steiner in Mumbai.
 
Tendulkar has been a strong supporter of the work of the UN, having lent his voice to a Unicef campaign in India, raising awareness about the importance of personal hygiene.

Steiner describes Sachin Tendulkar as a role model to both the young and the old. 
 
Says Steiner, “I am sure that his character, personal integrity, intellect and profile will catalyse widespread environmental action, focusing on 2010 as the UN’s International Year of Biodiversity. Sachin will work with UNEP to raise awareness and the level of global and grassroots response to the loss of the planet’s biological diversity including animals and plants.”
 
Adds Tendulkar, “I view this designation as a challenge and an honour. Being part of the effort to save the planet is an immense undertaking but it is a challenge I am ready to undertake. Working with UNEP and cricket fans across the globe, I am in good company. Together we can do it.”
 

MUMBAI: Percept has roped in four sponsors for the fifth edition of the Commonwealth Boxing Championship, which is being telecast on Doordarshan.
 
While XXX had come on board earlier, the new additions are DLF, Siyaram and ONGC.
 
Says Percept joint MD Shailendra Singh, “We feel boxing has potential. However, the Indian media has to support it. Only then will the sport grow in terms of awareness and appeal. If news channels and other media outlets are serious about wanting India to become a sporting nation, then they should cover this event. Each day 20 minutes of footage will be given to the news channels.”

The event, which lasts till 17 March, has drawn in 100 boxers from 14 countries.
 

MUMBAI: In a bid to attain maximum brand visibility, Havells will launch a three-series television commercial which will be aired only during the third season of the DLF Indian Premier League.
 
The company has released the first commercial in the series today. It will be visible during the first five days of the tourney.

Says Havells marketing head Vijay Narayanan, “We will release the second commercial in the series five days from now and the third will follow 10 days from now.”
 
“The commercials will only see an IPL launch because the game will help us in captivating maximum eyeballs,” he adds.

Additionally, Narayanan notes, the commercials will be further supported by shop-based and retail oriented bustle to create a direct consumer connect. 
 
While Lowe Lintas is the creative agency for Havells, Motivator, a GroupM entity, is the media partner.
 

MUMBAI: Abhishek Verma has quit Neo Sports as head – marketing and communication.
 
Confirming the development to Indiantelevision.com, Verma said, “While my next destination will still be in the television broadcasting space, I am moving out of sports.”

Prior to this, Verma was head – marketing at SAB.

MUMBAI: Greenply Industries Limited has appointed McCann as its new creative partner for its decorative division. The agency will handle the account from its Delhi office.  
Prior to this, Grey was handling the company‘s decorative division. 
 
The size of the account is pegged at about Rs 80-100 million.