MUMBAI:Marketing for Khatron Ke Khiladi 2 gets bigger. Placing the Akshay Kumar-hosted show at 9 pm, the peak TV viewing hour, Colors is using new platforms and marketing ‘round-the-clock‘ to reach out to mass audiences. “The idea is to reach out to the viewer directly, to make the reach measurable and quantifiable,” claims Arora. Colors has already roped in Maruti Suzuki – SX4, Sony Bravia, Suzuki Motorcycles – GS 150R, Parle Agro – Appy fizz Grapo fizz, Samsung Marine, Eureka fobes – Aqua Sure and Hindustan Unilever Ltd- Axe as associate sponsors for the show, apart from Idea which is continuing as presenting sponsor for the second season.
As a part of its “most innovative 360 degrees of marketing,” KKK is exploring the least likely modes of communication and advertising to reach out to their viewers. So, be it your dabbawala sporting a KKK kurti or the Akshay Kumar masks in Mumbai, branded BSES electricity bill (Delhi), promo CDs with LPG cylinder (Maharashtra and UP) and new Barista coffee F-2, Colors is ensuring you don‘t lose sight of their show.
Also, the channel has planned involvement of the Mumbai‘s firemen. It will be branding the city fire-engines with the slogan “yeh hai asli khatron ke khiladi” followed by a special felicitation of all firemen by the KKK girls.
Colors has tied up with Big Bazaar and Planet M for special contests, while it has used projections of the show name and logo from Borivali to Dadar during the peak evening hours of 6 to 10 pm.
Says Colors marketing head Rameet Arora, “We are going all out with round-the-clock marketing for the show. So in addition to hoardings, bus shelters and bus cantilevers, we had to come up with something that was as exciting as the show in order to get people to pause and take notice.”
The channel has also hired 450 traffic poles across Mumbai with 900 messages spreading awareness about various traffic rules and regulations.
Among the traditional promotions, the channel had carried out full, front page adverts on at least four major publications across 89 cities each. It has also booked hoardings in more then 70 HSM (Hindi speaking market) cities, while for on-ground activation, KKK vans are placed in 80 cities, wherein people can participate in stunts and win gift hampers.
Category: MAM
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Colors innovates in marketing ‘Khatron Ke Khiladi 2’
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Hero Honda is global partner for ICC Champions Trophy
MUMBAI: The International Cricket Council (ICC) has announced Hero Honda Motors as a global partner for the upcoming ICC Champions Trophy 2009, which takes place in South Africa from 22 September to 5 October.
Hero Honda joins a selection of global firms that have lent their support to this international sporting event. ICC CEO Haroon Lorgat says, “Hero Honda is one of 11 sponsors that we have, indicating how popular 50-over cricket is at international level and also showing how attractive events such as the ICC Champions Trophy are to potential sponsors.”
Hero Honda Motors ND, CEO Pawan Munjal says, “Cricket continues to go from strength to strength. Hero Honda has been a catalyst in the growing popularity of the game in India and around the world. We have a cherished history of our association with the ICC.”
For the first time, the ICC Champions Trophy will feature only the top eight sides in the world in the only global multi-team 50-over-a-side tournament between the 2007 ICC Cricket World Cup in the Caribbean and the next edition of that event, in the Asian sub-continent in two years’ time.
Those teams – Australia, England, India, New Zealand, Pakistan, host South Africa, Sri Lanka and the West Indies – have been divided into two pools of four, with the top two from each pool progressing to the semi-finals stage.
The action begins on 22 September with the Proteas in action against Sri Lanka in a day-night encounter at Centurion (the location for the women’s world cup final of 2005) and it will end with a day-night final at the same venue on 5 October.
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McCann Erickson crafts new campaign for Nerolac
MUMBAI: Kansai Nerolac Paints has launched a new campaign featuring Konkona Sen Sharma and Irfan Khan for its premium brand, Nerolac Impressions.
Crafted by McCann Erickson, the campaign has been directed by Pradeep Sarkar and looks at rediscovering ones true self through the process of painting.
Playing on the tag line “Apke rang. Apki pehchan”, the new communication showcases a married couple whose home is being painted. The couple seems to be angry with each other and with life until they chance upon a flute that they once connected with and then in the course of life, neglected.
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HT asks youth to ‘pause, think and change’
MUMBAI: Hindustan Times has launched a new media campaign to communicate and establish its refurbished look to appeal to younger audiences.
Designed by Lowe Lintas, the five-series television commercial plays on the tagline, ‘pause, think and change‘.
Says HT Media chief marketing officer Neelanjan Shome, “There is a need for change. As a media house, we are taking the lead and the onus of mobilising youth to participate in an emerging change process. The decision to revamp HT‘s content, supported by layout and design, to a contemporary format was taken so that there would be a newfound appeal to its young readers while simultaneously retaining the editorial integrity that is synonymous with Hindustan Times.”
The campaign‘s communication objective looks at making news relevant to the youth and delivers it in a manner that they could easily identify with.
Says Lowe Lintas India chairman & chief creative officer R Balki, “Hindustan Times was conceptualised as an “instrument of change” intended to make people ‘pause, think and change‘. The realisation that it was imperative to change ‘now‘ was the underlying thought behind the ‘it is time‘ relaunch campaign.”
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TBWAIndia gets Gogate as VP – account management
MUMBAI: Close on the heels of Kalyan Chellapalli‘s appointment as disruption head, TBWAIndia has roped in Gayatri Gogate as vice president, account management.
Gogate‘s last assignment was with Leo Burnett as associate vice president. After completing her MBA in 2001, she began her advertising career with the the agency. Over the course of the last eight years, she has worked on a variety of businesses including McDonalds, P&G (Tide), Heinz and Diageo. She has also been an entrepreneur, successfully running an out-of-home activation business.
Says TBWA India Group CEO Shiv Sethuraman, “We have had a good first six months on the new business front with all our offices pulling in new businesses. The last few months have been about finding the right people to work on these businesses and also replacing some of the under-performing staff within the system.”
Commenting on her appointment, Gogate says, “I am looking forward to my new assignment and excited about the challenges. TBWAIndia has some fantastic brands and great people. Their ‘disruption‘ approach is unique and exciting and I look forward to getting a taste of it soon.”
As part of her new mandate, Gogate will be based in Mumbai and will report to TBWAIndia COO (west) Madan Mohan.
Says Mohan, “During my interactions with Gayatri, I found her to be very focused and high on energy. I am happy that she joins our team in Mumbai. I believe Gayatri with her all round experience on brands like McDonald’s would be a big asset.”
Over the past few months, TBWA and Tequila India have hired over a dozen people across their various offices to work on current businesses and a slew of new accounts such as Maruti Suzuki, Mail today, Meow FM, V Guard, Style Spa, Dabur, Visa and SAB Miller.
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Grey Mumbai bags JSW Group creative duties
MUMBAI: The Jindal Group-owned JSW Group has assigned its creative duties to Grey India following a muti-agency pitch.
As part of its new mandate, Grey will handle the Group‘s corporate, steel and energy business from its Mumbai office. The size of the account is pegged at approximately Rs 300 million.
The business has been heavily contested among the top agencies in the city and the account was awarded to Grey, Mumbai on the basis of sound strategy and interesting creative approach, claims the company.
In an official communiqué, JSW said, “Grey impressed us with the sheer volume and quality of work that reflected their committed approach to the business. The scope of work includes creating a corporate image for the group and ATL and BTL campaigns for the group and different verticals.”
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Rediffusion Y&R group EVP Wasim Basir quits
MUMBAI: Wasim Basir, Rediffusion Y&R group executive vice president, has put in his papers at the organisation.
Currently serving his notice period, Basir‘s term at the agency will end in September.
With 15 years of experience in advbertising, Basir joined Rediffusion Y&R in July 2008 and his mandate was to head business initiaives in Mumbai. Recently, Basir was moved to take care of the agency‘s Delhi office.
Prior to joining Rediffusion, Basir was based in China for eight years. His last assignment there was with Red Lounge – a Coca-Cola venture created especially for the Beijing Olympic Games, as managing director.
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ESPN Star Sports rebrands across Asia
MUMBAI: As the sports season heats up with a buffet of events, pan Asian broadcaster ESPN Star Sports rebrands and launches its new on-air presentation across its networks.
The new branding and channel presentation looks to leverage on the two channels‘ brand equities to further strengthen their connection with current audiences and attract new demographics, as fans gear up to catch the exciting action from major sporting events such as the ICC Champions Trophy, Airtel Champions League Twenty20, Formula One Grand Prix and the Barclays Premier League this September.
This extensive exercise includes rebranding Star Sports, developed with an aim to keep the brand fresh and relevant to young and diverse demographics; and launching the new presentation for both ESPN and Star Sports, conceptualised and developed to portray the dynamism of sports as communicated by these two strong and unique brands in their own signature style.
The new presentation incorporates bold colour palates, vibrant motifs and features on-air talents from each network underscoring the brand personalities of each channel.
In addition, all five editions of SportsCenter across Asia gets a fresh new look as the sports news programme begins its broadcast with a fresh and dynamic graphic presentation package. The new look reflects the premium appeal and international image of SportsCenter as it continues to bring the best sports news and editorial presentation from across the world to millions of viewers in Asia.
ESS MD Manu Sawhney says, “With so many exciting sports properties currently being broadcast on our channels, the new branding for Star Sports and the refreshed on-air presentations for each channel brand aim to enthuse and exhilarate sports fans and continue our strong and enduring association with them. Sports is a visual spectacle and our on-air packages aims to enhance this experience by speaking in the same dynamic and energetic language of sports, while articulating the channels‘ brand promise to viewers across all age-groups and demographics.
“SportsCenter has a long and strong tradition of delivering the best international sports to viewers across the region and it is just as important to present sports news in new and engaging manner to reinforce its unique position. We are confident that sports fans will enjoy this new enhanced presentation of their favourite sports programme.”
ESPN and Star Sports new on-air presentation will be broadcast across its networks covering 24 countries. It includes on-air graphic elements such as, brand idents, presenter idents, logo stings, bumpers, end pages, lower thirds, menu boards, backgrounds, monthly highlights and billboards.
Star Sports looks to build on its profile as the channel that celebrates sports, highlighting the lifestyle and interactive aspect of spectatorship with a strong visual language that conveys enthusiasm and engagement. The new Circle symbol captures this spirit of action and entertainment involving fans to become a part of this exciting community.
The new on-air presentation of ESPN reinforces its status as the ‘Home of Sports‘ highlighted by the “Scoreboard” motif that communicates the informative and newsy characteristics of the sports channel.
The sports news channel Sportscenter will be televised with a virtual set that is designed to enhance the viewing experience for sports fans and its new presentation features new graphics package aimed at delivering sports news, results, and scores in a dynamic manner.
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WPP’s digital biz to grow by 7% in India: Sorrell
MUMBAI: While traditional media still remains to rule the rooster in the Indian advertising industry, it is digital media that will drive growth within the country, believes WPP chief executive Sir Martin Sorrell.
The global advertising and marketing conglomerate is expecting its digital advertising business in the country to grow by 5-7 per cent this year.
“While I am expecting an overall growth of 3-4 per cent in our India business, the digital advertising space is expected to see a growth of 5-7 per cent,” says Sorrell. In 2008, WPP posted a revenue of $400 million from India, while its worldwide revenue stood at $13 billion.
Sorrell notes that the major client categories that will look at investing in the digital advertising zone this year are telecom, technology
, media & entertainment, sports, travel and automobile. “Meanwhile, FMCG will still remain conservative on digital spend,” the chief executive said here today, while speaking to reporters.
Globally, clients allocate approximately 12-13 per cent of their advertising budget towards digital.
Sorrell expects the augmentation of the digital ad market in India to majorly come from mobile as Internet penetration is still low in India.
“While lack of Internet penetration in the country can hinder digital advertising growth, the existence of 400 million users in India will surely bring in significant change in mobile advertising,” he explains.
Sorrell believes that the movement of crafting the Internet growth delta has begun to shift eastward and, therefore, despite the dominance of traditional media (television and print) in India, the country is surely to get bullish on digital.
“In 2008, the Internet growth delta came from China indicating that economic growth is shifting east and allocating more resources,” Sorrell says.
Overall, while the first half of the year remained flat, WPP is expecting to witness growth from the second half and in 2010.
“With the World Cup, Winter Olympics, World Expo and US mid-term election lined up for the year, 2010 is surely to push up the global advertising trajectory as it will stimulate spending,” he says.
For Sorrell, apart from India, the other geographic zones that stand as opportunity areas to generate revenues are Vietnam, Bangladesh, Turkey and Japan. Latin America, Africa and Middle East are also opportunity areas for the advertising industry.
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Sony to hike sponsorship rates by 19% in IPL 3.0
MUMBAI: In a crowded cricket season, broadcasters are out in the market early to sell their properties to advertisers.
Multi Screen Media (formerly Sony Entertainment Television India), which holds the telecast rights for the Indian Premier League, has started approaching clients for spending monies on the third edition of the popular T20 tournament which kicks off next year.
MSM is looking at a 19 per cent hike in advertising rates, expecting the economic climate to improve by then, as it holds on to a prime time property spread over 45 days.
The IPL, which had found temporary home in South Africa for the second edition, returns to India this time.
“We are talking with clients. We are charging Rs 475,000 per 10 seconds for the sponsors. Last year, this had gone for Rs 400,000,” MSM president network sales, licensing and telephony Rohit Gupta tells Indiantelevision.com.
MSM is looking at locking in 10 sponsors and expects there will be hype around the event as it is being held in India. In addition to the live cricket action, MSM is targeting six to eight sponsors for its wrap-around show Extraaa Innings.
“What is significant is that we doubled our revenue, although the event was not held in India. Of course, the on-ground sponsors of the IPL get the first rights of refusal,” says Gupta.
Vivaki Exchange VP Sejal Shah believes the IPL will not directly compete with events like the Champions Trophy as it is happening next year. “As the IPL entails a substantial spend, clients would already have earmarked budgets for the same. So Sony’s strategy to go to the market now is a sound one,” she says.
Shah expects MSM to sign up all the sponsors over the next two to three months. “While the IPL is an expensive event, if you can afford it then it delivers the goods. It is risk free. The sponsors would take up around 66 per cent of the inventory. The IPL works for sponsors if you use the FCT well as it allows you to break through the clutter which is what Vodafone did when it introduced the Zoozoos. They got far more inventory than other telecom players that took spots and thus their recall among viewers was far higher compared with the competition,” she adds.
For IPL season 2 while Vodafone was the presenting sponsor, other telecom companies that advertised were BSNL, Idea, Tata Teleservices and Airtel.
Gupta further says that the big story of the second season of the IPL was that FMCGs, who do not generally use much cricket, came on board in a big way. This included the likes of Levers and Parle. “The IPL delivered 80 per cent reach among males. So for a substantial period your visibility needs are taken care off. No other cricket property gives you day in and day out visibility for such a long period,” he adds.