Category: MAM

MUMBAI: OMD India has bagged the media duties of Visa Inc, following a global alignment.
 
The account size is pegged at Rs 500- 600 million, according to industry sources.
 
Media Direction was the incumbent agency.

MUMBAI: STC Associates, the New York-headquartered global brand management firm, has roped in Swati Katakam as regional director for the Indian subcontinent. The company established its India presence with the acquisition of the VSNL International account.

In her new capacity, Katakam will report to STC Associates CEO Sophie Ann Terrisse and will be responsible for leading and building the organization across the India market. He will also play a pivotal role in representing the firm for India clients in and outside of India to help them build their global leadership.
 
Says Terrisse, “Her appointment affirms our ongoing commitment to invest in this region and in senior resources who will add superior value to our clients businesses.”
 
Adds Katakam, “My decision to move to STC Associates came with the clear realisation that clients must leverage every facet of their brands to strategically create and integrate brand experiences that drive business. I look forward to spearheading the growth of STC India to expand the integrated services proposition for marquee clients across this region.”
 
Prior to this appointment, Katakam was vice president of Grey PR cell. Some of the accounts on which she worked include Rolex, Spencer‘s Retail, CavinKare, MetLife, and the IPL Team Rajasthan Royals.
 

MUMBAI: Film and entertainment magazine Filmfare has awarded its creative duties to Mudra West, following a multi-agency pitch. The account was earlier with Lowe.
 
“Very few magazines have covered Indian cinema with the flair that Filmfare has. Our understanding of the brand and the suggestions that we made helped us win the account. We now look forward to working closely with the Filmfare brand team towards building a distinctive communication strategy for the brand,” says Mudra West EVP and head Arijit Ray.
 
“Keeping in mind the newly launched website and the revamped magazine, we specially liked Mudra‘s understanding of the brand and the communication approach they recommended for Filmfare,” says Filmfare chief publisher Anupama Bhalla.
 
In August, Mudra West had won the creative duties of Femina, the women‘s English magazine.Both Filmfare and Femina are publications of the Worldwide Media Group, a joint venture between BBC Worldwide and Bennett, Coleman & Company Ltd.

MUMBAI: Bharti AXA General Insurance has rolled out its new mass media campaign that revoles round the company‘s health offerings.

Beginning 18 November, the campaign will run across television, Internet, outdoor and on-ground. 
 
As part of its television campaign, the company has launched a new television commercial (TVC), conceptualised by Contract Advertising, and has also booked spots across major national channels in prime time slots. 
 
Said Contract Advertising creative director Ravi Raghavendra, “Anyone who has bought Health Insurance will tell you that the experience was anything but healthy. The ‘conditions apply‘ really gets to you. This experience is the basis of our commercial, where the heart starts beating faster with every exasperating condition/demand. But at Bharti AXA, it‘s really easy, a point driven home by an even rate of the heartbeat.” 
 
Adds Bharti AXA General Insurance CEO Amarnath Ananthanarayanan, “With the launch of our new TVC, we want to showcase the entire health range to establish Bharti AXA as an even stronger health player. The use of animation is to depict our simple, fast, fair and friendly approach to meet our customer‘s needs.”

MUMBAI: Kansai Nerolac has launched a new television commercial for its premium exterior paints, ‘Nerolac Excel Total‘.

Playing on the theme, ‘Na papdi utre, na surat badle‘, the TVC has been conceptualized by McCann Erickson. 
 
Directed by Pradeep Sarkar, the ad revolves Papdi Priya, who acts as a metaphor and puts on layers of make-up to look stunning from far. However, the moment she‘s exposed to hard sunlight, her make-up peels off making her unrecognizable to her own husband. 
 
Similarly, a paint brand that is “not so good” can make a house look stunning from the outside, but the moment it is subject to even the rain or the sun, it peels off and looses it‘s beauty, rendering it unrecognizable to the very people who lived within. 
 
Says McCann Erickson Asia Pacific executive chairman and regional executive creative director Prasoon Joshi, “The basic premise is that of a house whose paint peels off like ‘papdi‘. What we‘ve basically done is humanized the problem. What would you do if your skin began peeling off like paint? Hence, the concept of Papdi Priya.”

MUMBAI:Palasa Creative House has bagged the creative duties of Kidzee and Zee School that form part of Zee Network’s education arm Zee Interactive Learning Systems.

The account size is pegged at Rs 100-120 million and is expected to go up further.
 
Palasa won the account in a multi-agency pitch. The incumbent agency was Ignitee India. 
 
“We will start with understanding the parents and how the school can be unique for each child. We have already started working on the creative of the campaign and it would break in a few months across India. For this account, we will have 360 degree approach and have both above the line (ATL) and below the line activities (BTL). However, ATL will be at a macro level and we will have a lot of on-ground interactive sessions, seminars and counseling,” says Palasa Creative House founder and creative director Sandeep Bomble.
 
The agency has already started with the campaign for Zee School. “We broke the campaign in the South with seminars in Bangalore, Salem and Coimbatore and we were very happy with the response we got. Next is to take the Zee School campaign to other parts of the country. We will also be revamping their website soon,” adds Bomble.

MUMBAI: Aromaz, the aromatic concept brand from RDM Care (India), has roped in Bollywood actress Karishma Kapoor for its new Tamarind-based skin care range. 
 
RDM Care (India) MD Dilvinder Singh Narang said, “As part of our larger thrust in the skincare segment, we are happy to introduce our new range of products to the customers and sure that it will grab the fancy of the new age beauty conscious Indian Woman to enhance their natural beauty. The formulations have been made in modern formats to make it relevant for the woman of today.” 
 
“The Aromaz skincare range, with its array of products, has the insight of aromatic concept, backed by strong research and development to improve the skin texture and is highly relevant for today‘s modern women,” added Kapoor. 
 
The Aromaz Tamarind product range includes face wash, face & body exfoliating scrub, facial mask, toner and moisturizing lotion wherein the product price ranges between Rs 50 and Rs 100.

MUMBAI: Jewellery brand Tribhovandas Bhimji Zaveri (TBZ) is ready to adorn a new look.

As part of the rebranding exercise, the brand will launch a new logo embellished with a new tag line, ‘The original since 1864‘, come 17 November.

The objective behind the rebranding exercise is to create a fresh identity that will embrace the present and future generations. 
 
TBZ chairman and managing director Shrikant Zaveri said, “The new branding comes as a major strategic decision from us to re-introduce ‘TBZ-The Original‘. Our new logo blends tradition with the contemporary and represents the 145 year old legacy.”
 
A fresh identity has been forged out of the earlier logo wherein each element of the logo has been designed with a purpose and meaning, claims the company. 
 
The logo includes a flying bird that conveys the rise of ‘TBZ-The Original‘ in creating more outlets, raising standard in designs and reaching to a wider set of audience.

MUMBAI: Toyota has awarded the advertising duties to Dentsu Communications for its small car segment in India, a space which it is planning to make an entry into soon. 
 
The account size is pegged at Rs one billion,according to industry sources. 
 
Dentsu will also handle the advertising account of Toyota Prius, a green car which will be launched next month.

MUMBAI: Ignite Mudra has bagged creative duties for three new business – Delhi-based Okaya Batteries, Vinsura (part of Vinsura Winery) and Ahmedabad-based Dishman Pharmaceuticals and Chemicals Ltd.

“It has been our tradition to create new brands from scratch and at Ignite Mudra we‘ve always strived to create epic brands out of great business ideas. Our structured understanding of category and consumer were both appreciated by clients. This instantly helped put valuable thoughts into concrete and executable plans,” says Ignite Mudra president Chandan Nath.
 
Operating in the Indian inverter battery market, Okaya Power is credited with pioneering the effort of branding this previously unbranded market and providing consumers with a wide range of inverter batteries.

“Today, success in business is critical to understanding that it is a P2P world i.e. People to People. The application of this starts at the business conceptualization stage itself.
While I find Ignite Mudra competent in its work and launching products from the scratch, I find a strong match in our wavelengths. We consider Ignite Mudra as our partners in progress in shaping our dream of being a global communications group by 2015,” says Okaya head Rajesh Gupta.
 
Vinsura Winery (previously known as Sankalp Winery) aims to lift its market share from 6-8 per cent to 30 per cent.
 
Ignite Mudra Ahmedabad has teamed up with Dishman to provide complete business solutions, ranging from product potential identification to communication.

Dishman Pharmaceuticals and Chemicals Ltd is a manufacturer of quats. Apart from this, they also have an established portfolio of quats, specialty chemicals, vitamin D3, cholesterol and cholesterol derivatives. It also specializes in pharmaceutical outsourcing.

Dishman Pharmaceuticals and Chemicals head Arpit Vyas says, “Entering the Indian consumer and wellness market is a very natural progression for Dishman. The vast B2B experience and technical know-how has paved the way for Dishman Disinfectants as a definitely possible venture. Ignite Mudra, with their expertise in establishing and fuelling brand growth were identified as the appropriate partners for the new venture.”