The digital petcare platform Supertails has partnered with Amazon Prime Video for the OTT launch of the Tamil film Oh My Dog, starring Arun Vijay and his son Arnav Vijay.
As part of the film promotion campaign, the brand has roped in 25 influencers on Instagram, who are mainly pet parents. The campaign has received a good response on social media, clocking more than 500,000 views on YouTube, while clocking 71,000 impressions on Instagram.
The campaign film shows a glimpse of the movie, which celebrates the bonding between Arnav and his dog named ‘Simba’, a pet and a child who find their way through an adventure together.
The brand takes this message a step further by organizing pet adoption drives across Chennai, Bangalore, Madurai, and Coimbatore.
Supertails is the first of its kind of brand which caters to the pet care needs of young people in the country and provides one-stop solutions for pet food and supplies and trustworthy online vet consultation and dog training.
As a brand that understands the bond within a pet family, Supertails finds itself as the petcare partner that facilitates the love and care a pet parent provides for their pet.
Being highly enthusiastic about the occasion, Supertails co-founder Varun Sadana said, “we are super excited to collaborate with Amazon Prime Video to promote the beautiful bond between a pet and a child.”
“The movie, Oh My Dog! shows the essence of what it is to be a pet parent in a story of friendship, loyalty and unconditional love. As a brand, and more importantly as a pet parent myself, I think this film is important to celebrate stories of the bond. We have gone all out to promote the film with pet adoption drives that include medical check-ups, behavior evaluation, vaccination, and a starter kit for new pet parents,” he added.
Mumbai: Consumer foods company LT Foods’ flagship brand Daawat has launched a new communication to celebrate ‘Biryani’ in Eid.
The new Eid TVC aims at positioning Daawat Biryani as one of the most integral and coveted food especially during the festival times to welcome families & friends at home, said the brand in a statement.
Speaking on the occasion, CEO India and Far East business Ritesh Arora said, “Daawat takes special pride in being an integral part of the festive cheer. No celebrations can ever be complete without Daawat Basmati. The new TVC coupled with the introduction of Festive Feast pack enables delightful celebration of Eid.”
As a first of its kind initiative for the festival of Eid, LT Foods is introducing a ‘festive feast pack’ of 1.5 kg of Daawat Biryani Basmati that shall be bundled with half kg of dates. This unique initiative aims at greeting & rewarding the discerning Daawat consumers on the occasion of Eid, according to the statement.
The new TVC opens to a traditionally dressed woman walking towards the kitchen in a house where the celebration of the Eid has started. She is talking to the camera about how all their relatives, office colleagues and her full society have been waiting for the Biryani for the last one year. “Eid par biryani ka intezaar, mere aur inke rishtedaar.” Discerning for perfection, she adjusts the dastarkhan being laid by her husband to align it for the Eid feast. She reaffirms that when it is about the happiness of so many people, then the Biryani has to be extra special, made only with Daawat.
Mumbai: The integrated marketing and communications agency Pink Lemonade Communications has announced the launch of India’s first user-generated content platform, also known as UGC studio. User-generated content is known to give predictable ROI when it converts five times times better than other branded content.
Statistics show that 92 per cent of customers trust and turn to people they know for reviews and recommendations above any other source. This is why 79 per cent of people consider user-generated content to highly impact their purchasing decisions. It comes to you from real people in a ten times more relatable way, according to the statement.
Pink Lemonade has already been providing such content for brands like Swiggy, ITC, RCI, Hyundai, and many more which has led to a visible increase in engagement for multiple brands.
Tapping into demand, the UGC studio comes as a platform that brings together 1100+ content creators who will provide increased engagement for brands with relatable reels and videos made by real people, in real-life scenarios doing things as people normally would.
The Pink Lemonade UGC Studio is supported by brand strategists, trend trackers, creative experts, and media buyers. “As humans, we are constantly curious about what others are doing, what their tastes are, who and what they are following, and what they are using. As a result, such content delivers proven ROI,” said the statement.
Speaking on the launch, Pink Lemonade strategic director Tapan Garg said, “Brands have realised the value of this kind of content, which is generated by people for people, and not just content on a brand’s social media feed. We look forward to seeing what this can mean for the brands we support, and how it will turn the industry trends around!”
Adding to it, CEO and chief creative storyteller Tina Garg commented, “User-generated content is an effective strategy to create better recall and higher engagement for brands. We have seen that more and more brands today are looking at newer methods of marketing to gain more customers, build trust among their audience, and influence purchasing decisions. Pink Lemonade-UGC Studios is a step towards providing new-age marketing tools for the brands that we work with. Through our subscription-based service our aim is to help brands in putting out great, relatable content made by a multitude of talented creators, giving them more engagement than ever before!”
Mumbai: The Abbys award governing council has assembled a power packed jury chair, rounding it out with five more industry veterans. They include Carlton D’Silva, Paresh Chaudhry, Praveen Someshwar, Rajat Ojha and Rekha Nigam, who have joined the jury chair this year.
House of Awe and Musemakers Marketing Services co-founder Carlton D’Silva
After a long stint at Hungama, Carlton now oversees the development of Film Marketing in House of Awe and Brand Marketing in Musemakers. Awards won include Cannes Lions, The Abbys, Kyoorius, Olive Crown Awards, New York Ad Festival.
Value 360 group executive director Paresh Chaudhry
Paresh heads Value 360, India’s fastest growing and the most awarded PR agency. He was formerly group president and chief brand custodian at RIL. Paresh has judged at the Cannes Lions and Abbys, ET Brand Equity and Sabre Asia. Paresh is the founder president of the Indian Forum of Corporate Communicators (IFCC)
HT Media Group MD & CEO Praveen Someshwar
Someshwar is busy transforming HT into a new-age media group, with digital initiatives and innovation being the driving forces. Under his leadership, HT Media Group is well on course to become a digital first organisation, creating multiple agile business units focusing on new niche domains. Praveen was earlier with Pepsico heading their North and South East Asia businesses.
Gamitronics CEO Rajat Ojha
A passionate techie, Ojha has worked at Hungama and currently heads Gamitronics. Awards won include Indie Innovation Award, Casual Connect, Hamburg, Game of the year for Kung Fu Dhamaka Google Maiden Canvas Showcase SFVR Game of The Year.
Sutradhar Media & Communications director Rekha Nigam
Rekha has headed language dept in several agencies. She won the Ad Club Campaign of the year for Salaam Bombay and New York Ad festival gold for Ruf n Tuf jeans. She was programming head of Sony Entertainment Television, screenplay and dialogue writer for major Hindi films like “Parineeta” and “Laaga Chunari Mein Daag.”
Earlier, the award governing council announced the inclusion of MullenLowe Lintas group chief creative officer and chairman Amer Jaleel, Elephant Design co-founder and director Ashwini Deshpande, Havas chairman and chief creative officer Bobby Pawar, BC Web Wise founder and MD Chaaya Bharadwaj, DDB Mudra Group chief creative officer Rahul Mathew, and Leo Burnett CEO and chief creative officer for South Asia Rajdeepak Das on the Abbys 2022 jury panel. The panel this year also boasts of three international jury chairs namely, Menno Kluin, Aricio Fortes, and Myra Nussbaum, from the global advertising industry, who will be judging the Abbys 2022.
Mumbai: The champions of the inaugural edition of the Indian Premier League (IPL) Rajasthan Royals have attracted investment from US athletes basketball player Chris Paul and American football stars Larry Fitzgerald and Kelvin Beachum.
The trio has come on board as minority investors in the Rajasthan-based franchise. They are investing through Emerging Media Ventures, the vehicle controlled by Manoj Badale.
“We are extremely pleased to have Chris, Larry and Kelvin join us as investors who have seen the vision of the Royals as a truly global brand,” said the franchise’s lead owner Manoj Badale, as he welcomed the US trio as investors in the franchise.
In addition, as part of the recent transaction for the Royals to acquire the Barbados Tridents, CMG Companies has joined the Royals ownership group. CMG Companies in the US principal Manish Patel stated, “We are extremely excited about the partnership with the Rajasthan Royals family. We believe this collaboration with the Rajasthan Royals will further advance cricket in Barbados and the region. This is a dream come true for all of us at CMG Companies, a team of Indian-origin entrepreneurs with strong connections to India.”
Paul the franchise noted is one of the greatest defenders to have graced the NBA court with 11 NBA All-Star team appearances, two Olympic Gold medals, and more recently taking the Phoenix Suns to the NBA Finals. Paul’s investment portfolio includes a stake in the minor league baseball team Winston-Salem Dash, and with an eye on enhancing the fan experience in the IPL, the 36-year-old defender has chosen to invest in the Royals. “I am excited to have become one of the first US athletes to see the value and scope for growth in the IPL. With a variety of components, including stadium experience and fan engagement still left to fulfill their course, I see myself contributing world-class experience through this strategic investment,” said Paul, who served as the former National Basketball Players Association president.
The NFL’s wide receiver Larry Fitzgerald, who played with the Arizona Cardinals for 17 seasons and received accolades including 11 Pro Bowl appearances and the Walter Payton NFL Man of the Year in 2016, is also known as a serious investor and philanthropist said the franchise. “I love the idea of building a professional franchise with a clear social purpose and look forward to working with this team to challenge the realms of possibility by expanding to new horizons as a franchise. India has a passionate sports culture and I’m excited to invest in one of the most sought-after teams in the country,” expressed Fitzgerald.
Beachum is a 10-year NFL veteran who currently plays for the Arizona Cardinals. In addition to his professional football commitments, he is an active investor, especially in technology, and a board member of NFL Players Association. “I am keenly aware of the popularity of cricket internationally and am thrilled to join the Rajasthan Royals franchise as an investor. I respect the global reach of the IPL and am committed to supporting the Royals,” he said.
Mumbai: Ozone, in partnership with Dentsu Impact has launched its latest campaign called ‘Hum Sab Sambhal Lenge.’ While most German kitchen hardware brands want us to dream of kitchens like five-star lobbies, through this campaign, Ozone takes a more pragmatic and honest look at what a real Indian kitchen is.
Conceptualised and executed by Dentsu Impact, a dentsuMB Company and the creative agency from the house of dentsu Creative India, the series of five quirky and honest films are individual stories of people in the kitchen in a microformat. They remind us of how our kitchens are a different ball game altogether from the dreamy advertisements we are fed.
The films beautifully capture these slices of life, emphasising that the brand understands the consumer efficiently. They showcase kitchens witnessing pots and pans flying in moments of passion and where the in-house brat pulls out the drawer to play the harmonium. With this, the brand underlines the stringent testing that the products undergo, which gives it the confidence to promise that no matter what happens ‘Hum Sab Sambhaal Lenge.’
“Our products are designed for long-lasting use. They are durable, and elegant and are tested stringently to work in demanding kitchens. Much like the conditions the films capture,” commented Ozone Overseas president Abhishek Aggarwal. “We usher in world-class quality and support to a market that today is ready and is discerning. We want them to know that we understand them like no other.”
“The expression ‘Hum Sab Sambhal Lenge’ gives confidence to the TG that no matter what kind of pressure they put on the kitchen hardware, Ozone will handle all of it since it understands Indian kitchen and usage,” said Dentsu Impact executive VP Ujjwal Anand, adding that, “In a market that is driven by a retailer’s recommendation and push, ‘Hum Sab Sambhaal Lenge’ is equivalent to ‘Arre sir! Main baitha hoon yahan’ ‘Main keh raha hoon na sir’ ‘Aankh band kar ke le jao’. The articulation gives the assurance to the consumers of the quality and at the same time helps retailers with a whole new pitch.”
“Unlike German kitchens, a plank most of the leading players use, the Indian kitchen with large extended families is accessed by everyone – kids, grandparents, maids and cooks. From Chintu the brat to Pinki the angry teen. Also, everyone has their own style of operating the kitchen, which entails quite a bit of careless and rough usage. In many families, kitchens never stop functioning,” remarked Dentsu Impact executive creative director Mayank Khattar. “Imagine then the load on it; and to depict that, we carefully picked up a family setting with each of its members accessing the kitchen in their signature way and for their own needs. The films are all about these people subjecting the kitchen to any treatment they deem fit.”
MUMBAI: The sports sponsorship market is booming. Never before has more money been pumped into marketing sporting events, athletes and sports teams- globally as well as in India. According to a recent Nielsen study, sports sponsorships were up by 107 per cent in 2021, even as sponsorships drove an average of 10 per cent lift in purchase intent among the fan base. Today, aided by accelerated digitalisation, sports sponsorship offers brands entirely new opportunities than a few years ago, that’s especially attractive. And when it comes to sporting properties in India, it goes without saying that the Indian Premier League (IPL) is indisputably the mother of them all!
For the second consecutive year DHL Express India, one of the leading players in logistics, parcel delivery, e-commerce shipping and international supply chain management is the principal sponsor and official logistics partner of Mumbai Indians (MI). The deliverables entailed in the partnership are indicative of the brand’s 360-degree approach. While the brand logo can be prominently seen on the back of the players’ jerseys, DHL branding is visible in the player dugout banners, stadium concourse, outdoor, as well as digital and print ads of the MI team and all its official stationery. And that includes the right to present the coin toss in one home match!
As DHL Express (DHLE) India, enters its second year of partnership with Mumbai Indians, IndianTelevision.com had an exclusive interaction with DHLE India VP of sales and marketing Sandeep Juneja to try and understand the background and rationale behind the continued association. Having joined DHLE in 2004, Juneja worked his way up in the organisation, taking on the mantle of VP- sales & marketing in October 2013. He has played a key role in driving the sales and marketing strategies, especially in the new normal.
Juneja also shares insights into the value and ROI that DHLE gained basis the partnership as well as the campaigns it has planned to further leverage the collaboration. Despite its bad run at the IPL this year the MI team remains one of the crowd favourites. The brand recently released its latest ad film featuring the MI players titled ‘DHL #TheTeamBehindTheTeam for Mumbai Indians – 2022.’
Edited excerpts:
On the value/ROI that DHLE gained basis its partnership with Mumbai Indians in 2021
2021 was a bit different for the Indian Premier League. While it started with an in-stadia audience, the second wave of Covid-19 put a halt to the game, moving it to the later part of the year. However, for DHL Express India, it still ended up being a fruitful association with the team. As per Broadcast Audience Research Council (Barc) India data, while the tournament’s reach (live matches on TV) in India was 405 million, matches featuring Mumbai Indians were watched by 306.5 million households. In fact, the buzz on social media around the team also saw an 18 per cent growth over 2020. All this data only strengthens our belief in Mumbai Indians and this partnership. In fact, the presence of DHL’s logo on the back of the jersey positions us as the team behind the team and we have enjoyed great brand visibility with this association.
On the background and rationale behind the long-term partnership with IPL & Mumbai Indians
DHL, globally, over the years, has supported some of the world’s largest and most popular sports formats – from football to rugby, Formula One and even e-sports. Collaborating with prominent events helps brands, such as ours, to generate leads, and build customer loyalty and credibility. Cricket is a game that is well-loved and followed with ardent devotion in India, and many nations across the world. If you talk about the Indian Premier League, it is a festival in this country. The league has been able to successfully bring together sports and entertainment, making it an event for everyone, regardless of age or gender. IPL brings countries together and gets them all on one single platform.
Even within the IPL, it was essential for us to partner with a team that shares similar values. For DHL Express, the partnership with Mumbai Indians demonstrates our support for sports given the shared spirit of speed, passion, teamwork, and a can-do attitude. Mumbai Indians has proved its mettle in the game. If one has to go with pure data, they tick all the boxes: five-time champion, most popular team in IPL, highest social media buzz generator during the game, and many more. Mumbai Indians demonstrates “Excellence: Simply Delivered,” which is in sync with our mission. Therefore, we are glad to be the principal sponsor and official logistics partner for Mumbai Indians for the second consecutive year.
Sports sponsorships, like the one with Mumbai Indians, gives us an opportunity to widen our canvas and expand our target audience. It helps us build brand awareness and equity with not only a more varied target group but also reconnect with our customers and stakeholders through multiple touchpoints, a necessity in a post-pandemic world. Through this partnership, we hope to better connect with our customers and reach out to a wider customer base.
On how does the brand aim to strengthen its bond with its TG through this association
The viewership data for IPL suggests that the tournament cuts across sections, gender, geography and age groups. It is a great platform to reach out to people, primarily in the age group of 25-35, especially from tier I and II cities. This partnership with Mumbai Indians has helped DHL expand its target group and become a household brand. This season, we are looking forward to amplifying our MI partnership through a carefully curated and immersive 360-degree campaign with a focus on digital.
With our various digital activations, we created multiple touchpoints, thus giving us an opportunity to have instant and engaging conversations with our audiences across gender, geography, and age groups. We have introduced an all-new brand film featuring the crowd favourite Mumbai Indians players, to establish ourselves as the team behind the five-time league champions, as well as our customers. In fact, our digital video on #TheTeamBehindTheTeam trended number two in the first hour of it being activated on Twitter. Also, via our several social media fan contests and campaigns like Six for a Cause, DHL Match Ke Stars, the interaction with both the MI players and fans were much more authentic. We were able to tap into a new set of customers and build a greater connection with our existing customers via this crowd favorite game.
On the strategy and activations planned to further leverage this collaboration
With the traditional and digital worlds merging, it is vital for brands to leverage new technology and utilise digital platforms to develop engagement like never before. After a fruitful partnership last year, this season, we aim to amplify the association via a 360-degree marketing approach. Through digital, social, radio, print, and outdoor mediums, we will take our activations to the next level. We have leveraged all these mediums to ensure our visibility on and off the field.
Given that people are stepping out of their homes again, we have focused on outdoor advertising as well. This will include personalised branding on over 50 DHL vans, outdoor ads & radio spots. We are working on creating interactive content to engage with our target audience on social media.
We will also engage with Mumbai Indians fans as well as our current and potential customers via fan contests on social media like ‘DHL Match Ke Stars’ and through our alpha campaign – ‘Six for a Cause.’ The campaign will showcase Mumbai Indians players holding interactive sessions with the blind cricket team. We will also donate Rs 20,000 for every six that a MI player hits during their game. The proceeds of this will go to Samarthanam Trust for the Disabled which supports blind cricketers.
The focus for any brand that wants to build and retain its market position should be put on continuous user engagement, via digital touchpoints such as search engine marketing, snackable digital content, online knowledge sharing and round-the-clock availability of sales executives. We employ a 360-degree marketing mix to build stronger customer relationships. Be it television, radio, online or print, we try to ensure our brand visibility across media channels. We believe in leveraging all these channels throughout the year.
The largest community management application MyGate has launched a quirky campaign – Knock Knock Stories. It is another addition to MyGate’s portfolio of unique digital campaigns and marketing initiatives. Some of the other leading campaigns from MyGate’s suite are ‘Just Society Things’ and ‘Heroes of MyGate’.
This new campaign is based on age-old knock-knock tradition and highlights how MyGate’s suite of offerings eliminates the need to go knocking on a neighbour’s door for information or help. Comprising six films, the campaign also touches upon the multi-cultural aspect of gated community living.
The features highlighted via the campaign include MyGate’s Home Services, where one neighbour learns about the availability of pest control services on the app, and its buy and sell, where MyGate users can list old items for sale or simply give them away.
Conceptualised by Autumn Grey, Knock Knock Stories has a total of six films. The first film in the series went live for MyGate users on OTT platforms and YouTube on 18 April and has already received more than 550,000 views. The campaign has helped MyGate record a 149 per cent increase in engagement on their targeted services so far. The following films will be aired next month.
Commenting on the campaign, MyGate head of marketing Ranjit Behera said “At MyGate, we have been consistently in innovation mode and there’s always a new story to tell our users. Knock Knock jokes, especially around homeowners going to their neighbours for basic requirements, have always been popular amongst people in the age group of 35+. The majority of our core target audience is from this demographic, and we have received excellent feedback from our users on the campaign. We look forward to highlighting more of MyGate’s dynamic solutions to our customers through the campaign.”
While AutmunGrey senior vice president of integration and growth Bodh Deb said, “At AutumnGREY Mumbai we have always strived to identify a creative device to create video content, which marries topicality with the brand’s purpose.”
“We have delivered many instrumental campaigns which have become synonymous with the brand’s personality. The Knock Knock device we thought was an interesting approach to tell MyGate’s story as it brings forth the true essence of gated community living,” Deb added.
Mumbai: The Board of Control for Cricket in India (BCCI) has announced the release of request for quotations (RFQ) for title sponsorship rights For Women’s T20 Challenge 2022. The BCCI invited quotes from reputed entities for acquiring the title sponsorship rights for the Women’s T20 Challenge 2022. The RFQ will be available for purchase till 4 May.
Earlier last week, the BCCI president Sourav Ganguly had confirmed that the Women’s T20 Challenge will be held in Lucknow from 24-28 May. The confirmation comes a month after the BCCI revealed that it is mulling over a ‘full-fledged’ Women’s Indian Premier League (IPL) starting in 2023 which will involve Indian and overseas players.
In March, the board announced that a franchise-based annual T20 tournament for women cricketers will be started from 2023. The tournament will contain six teams and will be referred as Women’s IPL instead of Women’s T20 Challenge
This year, a three-team women’s T20 Challenge will be held in May during the IPL playoffs. While Pune was previously shortlisted as the venue, the board has now decided to host the tournament at the Ekana Stadium in Lucknow.
According to the official release, the detailed terms and conditions governing the tender process including the process for submissions of quotes, rights and obligations, etc. are contained in the ‘Request for Quotation’ (RFQ) which will be made available on receipt of payment of a non-refundable fee of Rs one lakh plus any applicable goods and services tax. The procedure to procure the RFQ documents is enlisted in annexure A to this document.
“Any interested party wishing to submit a quote is required to purchase the RFQ. However, only those satisfying the terms and conditions set out therein shall be permitted to submit a quote. It is clarified that merely purchasing the RFQ does not entitle any person to submit a quote,” stated the release.
BCCI reserves the right to cancel or amend the RFQ process at any stage in any manner without providing any reason.
Mumbai: Probiotic food company Yakult Danone India has announced the appointment of Hiroshi Hamada as managing director effective 4 April. Hamada took charge from Minoru Shimada who had led the company, a 50:50 JV between global probiotic majors Yakult Honsha, Japan and Groupe Danone of France for over ten years.
With more than 33 years of experience in the corporate world, Hamada has had a chequered career in different verticals, which include accounts, corporate planning, sales and marketing. “Based in New Delhi at Yakult India’s head office, he will be leading the business operations for the Indian market,” said the statement.
During his tenure at Yakult Honsha, the parent company located in Japan, Hamada was instrumental in the establishment of the Yakult European Research Institute in Belgium and played a critical role in joint clinical trials with the National Institute of Cholera and Enteric Diseases (NICED), Kolkata, according to the company. He also played a pivotal role in building an effective home delivery business model in Yakult Indonesia, before moving to Yakult Malaysia as marketing director for six years.
“Probiotics is not new to India, but we continue to engage, propagate and educate the health benefits of the unique probiotic bacteria, Lactobacillus casei strain Shirota (LcS) in Yakult which is scientifically validated to improve intestinal health and build immunity,” said Hiroshi Hamada. “India offers immense opportunities for us by its vast consumer base and its diverse geography.”
