Category: MAM

As a result, 14 media companies and advertisers have come together to form the Council for Innovative Media Measurement to pursue finer methods to measure and track the change in this media metrics.

Referring to the fact that the new measurement system will not pose a threat to Nielsen Co‘s rating methods, members of the Council said that the consortium will look at identifying new methods of measurement and fund research that anyone can adopt.

Span Communications, which mainly services government clients, snatched the business from incumbent agency Ogilvy. Span’s sibling agency On Ads takes care of private sector accounts.

As India Post is facing competition from private couriers, Span’s task will be to change the image and appeal to the youth.

Faced with the challenge of promoting 100 per cent literacy in the country, the communication will target six million teachers who will participate in the three-year mission. The directorate will be spending around Rs 2 billion on the multimedia contact programmes.

Percept/H will be heavy on BTL, but also use television and print media vehicles. For reaching out to the poorest of the poor, Percept will use local media including theatre groups.

TSA (India) director – sales & marketing Tuhin Mishra told Indiantelevision.com, “This is a multi-million dollar, three-year deal. The popularity of football in India is being on the upswing and Churchill Brothers Sports Club offers a perfect platform for Musli Power X-tra to leverage its brand saliency.”

Kunnath Pharmaceuticals, which owns Musli Power brand, has its roots in Kerala, a football crazy state. Through this deal, the company is eyeing to accentuate its brand equity across the country.

Says Kunnath Pharmaceuticals MD KC Abraham, “Musli power is all about power, endurance and aspiration. There is a lot of synergy between the sport and the brand and precisely the reason for Musli Power X-tra’s association with this club. Churchill Brothers have been the most consistent football team in India over the years and this partnership will truly bring the Musli Power product benefits to the fore with each player in the team endorsing it personally and thus amplifying the product benefits to the football aficionados across India.”

Churchill Brothers Sports Club will also be representing India in the AFC club championships in 2009.

“The club is going to play in other Asian countries in the Asian Champions League and these markets outside India are strategically important to the brand’s growth,” Abraham added.

The agency won the account following a multi-agency pitch. “For a service that’s underpinned on the individuality of each customer, reaching them in a manner that is unique and precise would be crucial. ZenithOptimedia understood our approach, and the challenge, and impressed us with their innovations to do this effectively and efficiently,” said Unitech Wireless EVP marketing David Meneghello.

Under the mandate, ZenithOptimedia will develop and implement multi-touch point plan that will support the launch and roll-out of Unitech Wireless‘ telecom services across India. Advertising will break circle by circle, leveraging strong local media availability.

“India is witnessing phenomenal growth in the area of technology and communication and Unitech Wireless have a thought-provoking and progressive communication agenda that completely integrates several opportunities offered by today‘s media environment,” said ZenithOptimedia CEO Ambika Srivastava.

The Ministry of Tourism has earmarked Rs 600 million for its domestic campaign across all media platforms, with its focus on the country’s heritage and natural beauty.

The campaign will have a strong portion of its budget allocated towards television and print.

The size of the deal could not be ascertained. Earlier, Star CJ had given the creative duties to BBH India.

Star is launching a home shopping channel later this year, after obtaining the FIPB (foreign investment promotion board) nod.

Directed by Australia‘s Tim Gibbs, the TVC revolves around young professionals in Blackberry‘s attire walking back from work. They portray a higher sentiment to let go as they are secure individuals.

Targeted at the urban and semi-urban educated man in the age group of 25-35, the TVC‘s concept and storyboard has been crafted by Arms Crestra.

Blackberrys GM Yogesh Tiwari says, “The lifestyle segment lends itself well to a visual medium like TV, where emotions are best captured. This helps in building brands such as Blackberry, which require the ‘intangibles‘ to be made relevant to the target consumer effectively.”

Bunge India MD Adhiraj Sarin says, “It was imperative that with edible oil business being one of our future growth drivers, ‘Dalda‘ needed to re-invent itself for the edible oil consumer.”

Also, the oil variant has introduced a new product range ‘Dalda Husband‘s Choice‘, currently available in Kolkata and Delhi. The product will be rolled out nationally in next few weeks.

“Our extensive consumer research indicated that Indian consumers, though health conscious, believe that they are compromising on taste when it comes to edible
oils. ‘Dalda Husband‘s Choice‘ oils will address this concern,” Sarin adds.

The company has roped in McCann Erickson to help it create this image shift, moving away from its mascot ‘Devil‘ and tag line, ‘Neighbour‘s envy, owner‘s pride‘.

As part of the brand building process, Onida will kick start a cross category campaign from 15 September and will run it till end of next month.

While two-third of the media mix will include television, print and out-of-home, one-third of the promotions will be held across digital platforms.

Says Onida VP for marketing and sales Sriram Krishnamurthy, “As we are rebranding, we are moving towards new platform. Devil, which used to be a symbol of envy, doesn‘t exist any more. With this campaign, simultaneously we are targeting to young generations.”