MUMBAI: McCann Worldgroup’s creative agency, TAG Ideation, has won the mandate for Mohan Clothing’s ready-to-wear brand, Blackberrys.
This is the second win for MWG TAG in the last few weeks. Early May, the agency was awarded the assignment for India‘s first F1 racing arena, Buddh Interantional Circuit, by Jaypee group.
Besides these new wins, the agency also handles the businesses of Dish TV, Videocon‘s Consumer Electronics, Mobile handsets and GSM Mobile services, Zee News and ESPN among others.
Category: Marketing
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McCann’s TAG Ideation wins creative duties for Blackberrys apparel brand
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Upputuru to be promoted as Dentsu national creative director
MUMBAI: Dentsu Marcom has promoted its executive creative director Titus Upputuru as the national creative director.
Upputuru will be replacing former NCD Nitin Suri, who left the agency last month.
A series of new appointments is expected soon. After Dentsu bought out its joint venture partner in India in January this year, four senior executives have resigned, the latest being Dentsu India president Rajesh Aggarwal.
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Percept Activ starts BTL activity to promote Bihar tourism
MUMBAI: Percept’s brand activation arm, Percept Activ, recently organised a two-day road show starting 5 May in Thimpu to promote the art, culture, cuisine and tourism of Bihar.
The below-the-line activity was organised along with the Bihar State Tourism Development Corporation.
The agency had won the BTL mandate for Bihar Government to develop the tourism in the state of Bihar in the beginning of this month.
The road show and the exhibitions were inaugurated by Bihar Chief Minister Nitish Kumar. This was further followed by a traditional dance performance from Bihar. During the road show different art forms including the renowned Madhubani paintings and other types of handicrafts were exhibited along with the cuisines of Bihar.
Percept Activ COO Sanjay Shukla said, “We are happy to be associated with Bihar Government. In the last few years the Bihar Government has taken lots of steps to encourage tourism in Bihar specially to Bhodh Gaya. We are working on some more plans to promote the same in the coming months and are in talks with the tourism board on the same. The idea is to create Buddhist Circuit.”
Percept Activ aims to aid the Bihar Government to develop and promote Bihar as a major ‘Tourist Destination’ across India and in the various parts of the world.
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Colors gears up for weekend battle with Khatron Ke Khiladi
MUMBAI: Colors‘ flagship dare devil reality show Fear Factor Khatron Ke Khiladi returns on 3 June with a weekend telecast, a strong indication that Hindi general entertainment channels are getting more serious about powering content on Fridays and Saturdays as they seek to expand viewership outside weekday primetime.
The time slot remains unchanged at 9 pm but the fourth edition of Fear Factor Khatron Ke Khiladi will air on Fridays and Saturdays and not on weekdays.
Said Colors programming head Ashvini Yardi, “While the earlier seasons were aired on weekdays, this season Khatron Ke Khiladi is slotted on the weekends to further strengthen our weekend viewing. Viewers are looking out for differentiated content and we are confident that Torchaar is their best weekend appetite. With the strong line up of sponsors and partners, we are extending the show across all levels to every home.”
The decision to place the big-ticket show on weekends was also influenced by the fact that Colors had stabilised its primetime slots on weekdays. “Last time, Colors had not stabilised its 9 pm weekday slot. So it made sense to put Fear Factor in that slot,” a media analyst who closely tracks the channel said.
Colors gets 30 per cent of its viewership from Fridays and Saturdays. “With the introduction of Fear Factor, Colors would be hoping to see a 15 per cent growth of viewership on these two days,” the analyst said.
The reality show, which has Akshay Kumar returning as host, has attracted five new associate sponsors. The channel collaborates with brands like Scorpio (Mahindra & Mahindra), Samsonite, Sure Dedorant (Hindustan Unilever Limited), Amul Macho, and Woodland Shoes & Apparel as advertising partners for this new season.
For the fourth season, soft drink brand Thums Up, which Kumar is brand ambassador of, will present ‘integrated product‘ for the first time on a Hindi general entertainment channel. While Kumar was the host in the first two seasons of Fear Factor Khatron Ke Khiladi, Priyanka Chopra anchored the show in the third edition.
The fourth season, Khatron Ke Khiladi – Torchaar, will be shot in South Africa with 13 couples.
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Rediffusion – Y & R appoints Prabhakar Jampa as creative head – design & digital
MUMBAI: Further ramping up its creative team, Rediffusion – Y & R has brought on board Prabhakar Jampa as creative head – design and digital.
Jampa joins Rediffusion from iContract, where he was senior creative director. Based out of Mumbai, he will report to national creative director N Padmakumar.
Jampa started his career with Karishma Advertising. After spending two years there, he moved on to Pressman. Maa Bozell followed immediately thereafter. He spent around one year in Result McCann before joining Wunderman. After a successful four-year stint with Wunderman, he joined Contract Advertising.
Padmakumar said, “Prabhakar brings with him an amazing blend of classical fine art, sharp advertising thinking and a cutting edge understanding of new media, digital and otherwise. He‘s a great addition to the consortium of beautiful minds and genuine hearts we‘re attracting into Rediffusion – Y&R. We‘re thrilled to have him here with us.”
Jampa added, “I am truly delighted to be a part of this journey at Rediffusion – Y & R. What drew me here was the vision that Paddy and Rajappa have for the agency. Their focus on engagement ideas is very exciting coupled with the enormous opportunities that Rediffusion‘s brands offer in terms of scope and challenge.”
In his career spanning over two decades, Jumpa has worked on projects such as ECIL, ECTV, HLL, Midwest, BSNL, ITPL, AMP, Bhutan Board, Global Trust Bank, Bambino, Gromor, Decolam, launch of WindowsNT, Microsoft, Cabletron, Tektronix, IBM, BPL mobile, Infosys, NIIT, Tata Indicom Photon, HSBC, Shoppers Stop, Tata AIG, Bharati Axa and VSNL.
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Rickshaw to handle creative duties for Blue Foods
BANGALORE: Food and beverage player (F&B) Blue Foods (Pan India Food Solutions) recently changed creative agencies, replacing Focus with Mumbai-based Rickshaw.
Future Media continues as the media buying agency for Blue Foods.
Pan India Food Solutions head of sales and marketing Vinay Gopinath told Indiantelevision.com on the sidelines of a press conference held to announce the launch of Blue Food’s first Bangalore and the ninth pan-Indian Spaghetti Kitchen outlet.
Blue Foods has a portfolio of leading F&B brands such as Copper Chimney, Gelato Italiano, China Town by Noodle Bar, The Coffee Bean & Tea Leaf, Bombay Blue, Food Talk, Penne, Purple Rain and Spoon Foods. Besides its own brands, Blue Foods manages food courts at malls such as Select City and GIP Noida.
Blue Foods ATL activities include catchment area based newsprint ads, outdoor and online and social media. It has tied up with a number of online F&B websites for selling and home delivery services.
Blue Foods spends around 2 to 2.5 per cent of its turnover towards ATL and BTL activities for its F&B brands, while it spends around 5 per cent for its FMCG brands such as Gelato Italiano.
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Godrej declares brand value at $2.86 bn
BANGALORE: The Godrej group (Godrej) today published a brand valuation report that has pegged the present value of the Godrej brand at $2.86 billion.
Godrej commissioned global brand consultancy Interbrand to carry out the brand valuation exercise.
Godrej Group Executive VP for strategic marketing Ashutosh Tiwari explained, “Interbrand’s diagnostic approach found that business units such as Good Knight, Properties, Locks and Security Solutions performed strongly on brand strength relative to international benchmarks. These successes reflect our focused investment in building strong brands inside the portfolio that will compliment the masterbrand story. Interbrand’s valuation also identified a range of important themes that will speed us on our journey towards brand centricity. We are excited about moving on as a next step in our journey of brand development”.
Godrej says the Godrej masterbrand accounts for more than 75 per cent of the total brand value, illustrating the importance of the masterbrand as a strategic business asset and its potential to improve with further investment. This value implies that more than 30 per cent of Godrej’s firm value comprising tangible capital, brand and other intangibles is accounted for by the brand.
Godrej initiated this ‘next’ step to synergise its business units around a central brand. The brand valuation report will help guide future brand investment and decision making in an evolved, consumer centric manner.
The Indian market is witnessing an emerging paradigm where companies are increasingly wiring their entire organizations around their brand in order to deliver delight to their consumers.
The valuation represents a critical milestone in Godrej’s quest to position the ‘Brighter Living’ brand at the heart of its global organisation, and it will help the Mumbai-based company to leverage the total value of its brand within the fast-changing Indian marketplace.
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Ahmad joins Saatchi & Saatchi as VP for Delhi
MUMBAI: Publicis Groupe’s Saatchi & Saatchi Delhi has roped in Jaibeer Ahmad as the new vice president.
In his advertising career spanning over a decade, Ahmad has worked with some of the top advertising agencies such as Ogilvy & Mather, Lowe, FCB and Rediffusion.
Starting his career with RK Swamy BBDO, Ahmad got his first exposure to advertising with brands such as Dabur and Educare. Since then, he has worked on some of the most exciting brands like Airtel, Nestle, SABMiller, Allout, Whirlpool and LG.
During his stint at Rediffussion, Ahmad handled Airtel before being made business head on LG.
In 2010, Ahmed got to experience marketing from the client’s standpoint. Having joined Samsung Electronics, he looked after the marketing communication for their air-conditioner business. This gave him a perspective on the total communication business.
On joining Saatchi & Saatchi Ahmad says, “The challenge to grow the Delhi business, a chance to work in a happy, transparent work culture and the confidence of being around like-minded leaders makes this an exciting opportunity.”
Saatchi & Saatchi CEO Kamal Basu said, “We are aggressively hiring best-of-class talent. Given Jaibeer’s passion and maturity, he’s an ideal candidate to help fill up the world with Lovemarks.”
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IPL TV ratings continue to fall
MUMBAI: The fourth edition of the Indian Premier League (IPL), following the cricket World Cup, continues to put up a weaker performance compared to its earlier versions.
IPL 4.0 scored an average TVR of 3.84 for the first 59 matches, according to data from Tam Sports (six metros C&S4+). Last time the matches fetched a TVR of 6.36 compared to a rating of 4.66 in the second year and 5.39 in the first season.
The previous season‘s data for the 59 matches, however, includes the semifinals.
In IPL 4.0, the last 10 matches got an average TVR of 3.32. Only two of them crossed a TVR of 4. The highest rating was the match between Mumbai Indians and Kings XI Punjab, which got a TVR of 4.42.
Overall, the highest rated match is still the first match which got a TVR of 7.77. It was the only match that touched a TVR of 7. Last year, five matches during the league stage touched a TVR of 7.
According to Alchemist managing director and promoter Manish Porwal, the vanilla reach of the IPL has gone up but people are spending less time on it. They are also coming back to it less often.
“There is fatigue due to the World Cup. The longer duration of the tournament has also affected ratings. There is a limit to the amount of cricket people are willing to watch,” he says.
The addition of two teams has also added to the fragmentation. “Loyalties to some extent are being split. For instance, all of Maharashtra used to watch the Mumbai Indians. Now with Pune coming in, some people in Maharashtra have an interest in that team. The good news, however, is that the drop has not been as bad as was expected,” says Porwal.
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Cannes Lions honours Ikea with advertiser of the year award
MUMBAI: Swedish home furnishing retail company, IKEA, will receive the prestigious Advertiser of the Year Award at the 58th Cannes Lions International Festival of Creativity, to be held on 19-25 June.
The trophy will be presented to IKEA Group global retail manager and VP Noel Wijsmans, during the Film, Film Craft, Titanium and Integrated and Creative Effectiveness Lions on 25 June.
“This important accolade is presented to advertisers who have distinguished themselves for inspiring innovative marketing of their products and who embrace and encourage the creative work produced by their agencies,”an official statement from Cannes Lions said.
Working with a number of different agencies, IKEA has encouraged creative, unconventional and humorous advertising to raise awareness of their brand and drive people to enter their stores.
Maintaining their marketing strategy, which is based around their business idea of offering a wide range of home furnishing products, the company has been able to localise its global target market and create advertising campaigns that vary significantly across territories. IKEA aimed to adapt to unique marketing conditions and cultural sensibilities of each country.
Cannes Lions CEO Philip Thomas added, “IKEA‘s approach to its marketing and communications, with its decentralised structure and strong relationships with many different kinds of agencies, has been hugely successful over many years. We congratulate both IKEA and its many agencies across many countries on this well-deserved honour.”
Since winning their first Cannes Lion in 1991, IKEA ads have gone on to win 50 Lions across all categories, including the Film Grand Prix in 2003 for ‘Lamp‘ and a Titanium Lion in 2010 for ‘Facebook Showroom‘.
Wijsmans commented, “I am honoured to receive this award on behalf of IKEA. It is a great recognition of IKEA advertising that speaks to all of us who want to have a functional and beautiful home. We want to inspire people to fulfill needs and dreams in their everyday life at home. And we want to do that with a smile.”
IKEA is named as an acronym comprising the initials of the founder‘s name, the farm where he grew up (Elmtaryd), and his home parish (Agunnaryd, in Sm?land, South Sweden).