Category: MAM

Until recently, Manchester United’s ?56 million deal with AIG was the biggest sponsorship deal, having topped the ?50 million deal Chelsea FC struck with mobile phone manufacturer Samsung state reports.

But the Liverpool deal with Standard Chartered will be of equal value to that recently signed between the Manchester club and American financial company Aon Corp in June.

According to Deloitte and Touche, Liverpool ranks seventh in terms of money made by soccer clubs. It earned ?167 million revenue in the 2007-08 season.

Crayons bagged the account, beating rival agencies such as JWT, Saatchi & Saatchi, Euro RSCG and Madison.

The media and creative duties will be carried out by the advertising agency

till 15 October.

The campaign, expected to launch this week, will break across television, print, out-of-home media, online and other media platforms.

The state assembly elections will be held on 13 October.

As part of his new mandate, Ranade will be reporting to company executive director consumer research and Bases vice president Prasun Basu.

Based out of Mumbai, Ranade will focus on partnering with consumer packaged goods (CPG) clients.

Says Ranade, “Nielsen CPG business is a challenging one and has some of the most advanced products in market research that anyone could ask for. My role in handling CPG business is going to be very exciting and considering that this category even withstood the onslaught of the economic downturn, it will be quite interesting to watch how the industry shapes up.”

Ranade brings with him 14 years of experience in market research and media planning. Prior to joining Nielsen, he was associated with Heinz India as senior manager, market research and media planning.

Over the last decade, Ranade has been associated in various capacities with Subhiksha Trading Services, TNS India, and IMRB International.

As part of this activity, a computer generated lucky draw would provide consumers a chance to win ‘Samsung Camcorder’ every hour for the next 40 days.

The objective of the national initiative is to drive the association of Coca-Cola with Diwali and strengthen its connect with its consumers. The initiative would run from 10 September to 19 October.

To create awareness about the initiative, the company would also be launching a TVC across various television channels.

Says Coca-Cola India director – marketing Kashmira Chadha, “Coca-Cola in India has always believed in adding joy into the lives of its consumers. The launch of ‘Coca-Cola Khushiyan Replay’ initiative is yet another endeavour in this regard, wherein consumers get an opportunity to win several attractive prizes during the festive season.”

As part of the campaign, a variety of contests will be held wherein contestants will get a chance to win Rs 1 milion as bumper prize. Also, it will entitle one lucky draw winner every week to win Rs 100,000. Kick-starting in the last week of September, the lucky draw will span over six weeks.

Simultaneously, the company will also come up with the ‘Radio Mirchi Cool Jock Activity‘ wherein Radio Mirchi and i-mint co-branded mobile vans will go to various participating colleges and conduct contests. The contestants herein also stand a chance to win Rs 1 million.

Leveraging the passion of video gaming amongst the youth, the communication uses the racing videogame as a device to connect with them. The film contrasts the fun of gaming with the more abiding joy of sharing a bottle of Coca-Cola with friends. The film also showcases how simple joy of sharing Coca-Cola entices one away from the virtual to the real world of affection and friendship.

Commenting on the new communication and his look, Aamir Khan says, “It is a very interesting concept as for the first time my features have been replicated as an animated character through special effects. I think the robotic animated look has really come out well in the film and I hope that my fans will like me in this new animated avatar.”

The strategic communication for ‘Coca-Cola open happiness‘ in India has been conceptualised by McCann Erickson executive chairman – regional creative director Asia Pacific Prasoon Joshi and McCann Erickson creative chief Delhi Ashish Chakravarty.

The film has been directed by Abhijit Choudhary of Black Magic Motion Pictures.

Coca-Cola India director-marketing Kashmira Chadha, “The creative idea behind the latest ‘open happiness‘ communication is to bring forward the thought of enjoying a bottle of Coca-Cola while taking a pause from the virtual life that the youth today engages in. The latest communication shows how simple joy of sharing life‘s smallest pleasures with a bottle of Coca-Cola lures one away from the virtual to the real world of love and friendship. I am confident that consumers will find the communication quite appealing.”

The latest communication showcases two young girls searching for their friend (Aamir) who is so engaged in playing video game that he has virtually become a part of the game as an animated character. However, as the girls put ice in a glass, open a bottle and pour Coca-Cola into the glass, Aamir starts to lose his focus from his game and is tempted to come out in real life. The film ends when another animated character who was Aamir‘s rival in the game also steps into the real world to enjoy Coca-Cola as the girls open another bottle of Coca-Cola.

Says Prasoon Joshi, “The thought in this commercial was that technology connects us, it makes our life easier and full of fun. At the same time, technology completely absorbs some people to the extent of alienating them away from other humans and life around us. So the commercial revolves around the thought that Coca-Cola urges you to come back to life, come back to friends, come back to your own people.”

The three-month campaign will be held across Delhi, Mumbai, Bangalore, Hyderabad and Kolkata in 25 corporate parks and is aimed at informing and engaging consumers about Samsung‘s extensive range of touch phones in three phone categories – style, multimedia and business.

Said Hansa Events & Activation national head Dipankar Chakraborty, “We knew we wanted to engage the target group at different levels. We carefully selected the locations and strategised the core thought of the activation, and then went further and decided to engage with the target even at their workplaces through direct marketing, special demonstrations for the CEOs and postering.”

The TVC has been conceptualised by Draft FCB Ulka. “Anacin is an iconic brand with great brand equity. We developed a simple clutter-breaking communication which connects with the consumer,” said Draftfcb Ulka healthcare and interactive VP Satish Ramchandran.

Playing on the theme ‘Sardard ka full stop‘, the TVC shows Madhavan at a film shoot with a splitting headache. He is approached by a TV journalist on his way back to the green room where the actor shares that he is suffering from a major headache and asks for an Anacin. After the journalist offers him one, Madhavan is quickly back to his energetic self and gives a great interview before resuming the shoot.

“Draft FCB Ulka gave us one of the fastest turnaround in terms of packaging, communication and collateral giving us a good event management company for a very successful launch communication,” said Wyeth Consumer Healthcare group product manager Jaijee Verghese.

Said Dabur India head – hair oil category Ajay Motwani, “The rural Indian woman is changing and so are her aspirations and beauty needs. In order to meet these evolving needs, ‘Dabur Amla Hair Oil‘ has undergone a facelift that makes the brand more youthful, contemporary and in sync with today‘s consumer.”

The new look with its brand ambassador, Rani Mukerji, on the front label infuses a youthful appeal.

To further deepen the brand‘s penetration in rural pockets, Dabur India has rolled out low-priced packs of the hair oil. While the sachet is priced at Re 1, the 25 ml pack is priced at Rs 10.

Additionally, the company has also expanded its consumer initiative by rolling out a rural beauty pageant. Christened Dabur Amla ‘Banke Dikhao Rani‘, the contest will run across 52 districts in three states including Uttar Pradesh, Madhya Pradesh and Bihar covering 2,000 villages.

Added Motwani, “Dabur Amla Hair Oil has always been associated with beauty and has been known as the key behind strong, long and beautiful hair. We are now taking Dabur Amla‘s association with beauty a step further with this rural beauty pageant that also seeks to empower women in rural India.”

The contest would be judged by local elders, panchayat and women opinion leaders of each village.

Hosted by Jamie Yeo and new face Henry Golding, the show offers football humour and entertainment. New segments of the show will include Jamie’s Wag School, Desperate Footballers.

Viewers will also be treated to football gossip on Football Shots and Henry’s Horror-scope, which takes a morbid look at famous footballers celebrating their birthdays.

Castrol regional marketing director for Asia and Pacific Lubricants AS Ramchander said, “We are delighted to be the title sponsor for Castrol Football Crazy. As the official FIFA World Cup Sponsor till 2014 in Brazil, we are gearing up for next year’s tournament in South Africa by building our association with the Beautiful Game. We are confident that Castrol Football Crazy is the ideal broadcast platform to communication to football fans and to strengthen our brand’s association with football.”

In addition to commercials and on-air billboard branding, Castrol will get customised content on the show to tie in with their World Cup assets such as Castrol Ultimate Player where hosts play football gods every week to put together the anatomy of the perfect footballer and Castrol Index, an analysis of the best, and worst, movers and shakers in world football.

ESS senior VP, advertising and digital media sales Charles Less says, “We’re excited to have Castrol onboard as the title sponsor for Football Crazy. This is classic example of a well-executed creative that is customised for a client in terms of content relevance and presentation. Engaging the viewer remains top priority but leveraging on Castrol World Cup Assets and integrating them as part of the football content is also essential for success to be realised by all parties.”