Category: Marketing

MUMBAI: The brand Amul Macho has shifted its creative loyalties to Ogilvy India.

Confirming this to Indiantelevision.com, Ogilvy India national creative director Abhijit Avasthi said he will be in charge of the creative account.
 
The account size, however, could not be ascertained.

The advertising agency ‘Saints & Warriors’ was previously associated with The Amul Macho brand, since the year 2007.
 
The ads previously had drawn flak for being raunchy, vulgar and portraying women in a poor light. They violated Rule 7 (8) of the Advertising Code prescribed under the Cable Television Networks (Regulation) Act, 1995 as they were provocative and crude.

The tag line at that time was ‘Amul Macho-Crafted for fantasies.’ The advertisements had been targeting the raw, rural, macho man and not the metro sexual, new-age male.
 
In an interview earlier with a leading national daily, Pushpinder Singh, the chairman of ‘Saints & Warriors’, had justified the advertisements by highlighting ‘a 104 per cent year-on-year growth for Amul Macho when the ads released and a 54 per cent growth for the entire portfolio of Amul Innerwear.’

MUMBAI: DDB India has bagged the creative and online mandate for Bajaj Allianz Insurance.

The size of the account is estimated at Rs 600 million.

Interestingly, Bajaj Allianz brand will retain the services of the incumbent agency, M&C Saatchi Communications.
 
Commenting on the win, DDB India president Rajiv Sabnis said, “For DDB India this once again validates our belief in the idea of Open Collaboration. A collaborative structure and spirit that harnesses our collective creative energy and ensures truly holistic creative business solutions. Bajaj Allianz is a powerful brand with a voracious appetite and a strong will to make it happen. We are honoured and delighted to partner them in this journey.”

DDB will carry forward the thought of ‘Jiyo Befikar’.
 
 
Said DDB India national creative director Rajeev Raja, “It’s a fantastic win for us. And what makes it even more exciting is the fact that the campaign we presented is approved the way it is and we will begin to execute soon.”

The presentation was strategically led by DDB India national planning head Mike Follett. He said, “Insurance is an exciting and dynamic category and as the role of the intermediary changes and the industry evolves, the role of collaborative communication becomes that much more challenging. Bajaj Allianz values the strategic planning process, human insights and the need for integration. We see an opportunity to create meaningful connections between people and the business.”
 
On partnering DDB India, Akshay Mehrotra (Head – Marketing & Corporate Communications, Bajaj Allianz Insurance) said, “In DDB India we see people and partners who have a deep understanding and capability to provide integrated communication solutions that connect with customers across the country.”

MUMBAI: Reliance Communications, Volkswagen Group and Parle Agro have faced the ire of the Advertising Standards Council of India (Asci) as they were asked to pull of their advertisements in the month of June.

Asci also pulled up Scorpio Enterprise (Natraj Atta Maker) and Johnson & Johnson (Stayfree Secure Ultra Thin Napkins) for the claims the ads made.
 
The decisions were announced in Asci’s Consumer Complaints Council (CCC) Decision report for the month of May and June. According to the report, some brands went overboard in their claims and hence were asked to withdraw or modify their advertisements duly.

Asci asked Reliance Communications to withdraw two of its ads as they made unsubstantiated claims regarding both net calls and Reliance CDMA plan. They claimed that net calls are unlimited and the CDMA plan gives unlimited talk time. But both these plans are subject to certain limits which were not mentioned in the ads. Under Chapter I.1 these claims were not substantiated and thereby discontinued.
 
Volkswagen Polo Car ad campaign was pulled up under Chapter III.4, under the violation of the Performing Animals (Registration) Rules, 2001. This has been done with respect to the advertisements with the rhino as well as the buffaloes as both these ads portray violence against animals.

Parle Agro’s TVC of LMN Juice, which seems to have hinted at racism portraying the African nation in a bad light, was also withdrawn. The basis was that it had undernourished stereotypes as Africans which could be viewed as racist. 
 
Meanwhile, the Stayfree Secure Ultra Thin Napkins TVC was pulled up for its claims of a super absorbent polymer. The TVC also made a comparison with another product – Whisper Choice (which has similar orange packaging).

According to the CCC decision, the TVC did not denigrate the competitor’s product. However the communication misled, hence the advertiser was asked to modify the commercial appropriately.

The advert of Natraj Atta maker was also pulled up as it made three claims, one of which was that it saves grains up to 25 per cent which has not been substantiated. Hence post CCC decision, the advertisers promised the withdrawal of misleading claims.
 

MUMBAI: Neo Cricket is targeting an advertising revenue of Rs 1.75 billion for the India-Australia series, a 25 per cent jump over the last time the two nations played in India.

For the two Tests and 3 ODIs, Neo has roped in three co-presenting and three associate sponsors.
 
“We are targeting a revenue of Rs 1.75 billion from the series. The six sponsors will be taking up 40 per cent of the ad inventory,” Neo Sports Broadcast EVP – ad revenue Raju Udupa told Indiantelevision.com.

Neo is asking for Rs 400000 per 10-second spot for the ODIs and Rs 90,000-100000 a 10-second spot for the Tests.
 
Some media buyers Indiantelevision.com spoke to said Neo would end up with an ad revenue of Rs 1.30-1.40 billion from the 13 days of cricket.

“There is an overdose of cricket happening and you have the Commonwealth Games taking place at the same time. You also have other big reality properties on Hindi general entertainment channels like KBC 4 and Big Boss 4 during the festive season which are going to take money out of the market. While you do have multiple players in a category like telecom, all of them will not advertise at the same time,” a media buyer said on condition of anonymity.
 
Udupa, however, does not agree that the rates are going to soften. “This is a peak advertising season. The series is also compact with 13 days of cricket. We have promoted the season heavily. We are on course to meet our targets,” he said.

Neo Cricket is being distributed on cable TV networks by TheOneAlliance. The broadcaster recently signed a deal with Dish TV, India‘s leading DTH operator.
 

MUMBAI: Indian Railways has released its new television commercial, coinciding with the opening day of the CommonWealth Games 2010.

Created by Ogilvy Delhi, the advert emphasises on the fact that Indian Railway has been “the magic of India”. 
 
The agency has tried to capture the core essence of the Indian Railways brand – that it connects and touches every one of the 1.3 billion population in more ways than one.

The advert has been worked upon by the Ogilvy team – Sanjay Thapar (Group President North and East), Ajay Gahlaut (Ogilvy Delhi executive creative director) and Ravi Adhikari – led by Piyush Pandey (Ogilvy South Asia executive chairman & creative director) along with the Nirvana team led by Prakash Varma. 
 
Pandey said “The magnitude of the Railways brand and the way it impacts us, has been captured in such a simple yet emotionally engaging manner. Hats off to Prakash Varma and the Nirvana crew for not only pulling off a fantastic film in a near impossible deadline, but also for being able to create a brilliant film of what was on my mind.” 
 
The ad showcases a long human-chain running around the city and the famous railgaadi rap sung by Ashok Kumar in backdrop.

Thapar said, “When we were briefed on the Indian Railways project, one glaring fact that astounded us all was that the Indian Railways is possibly the biggest brand in this country – we could not recall a bigger, historical and equally endearing brand than that of the Indian Railways.”
 

MUMBAI: Electrolux, the home appliances company under Videocon, has roped in Bollywood actress Sonam Kapoor as its brand ambassador in India.

This is the fist time that Electrolux has appointed a brand ambassador for its products in India.
 
Kapoor will endorse the products of Electrolux in India through promotion, advertising and marketing.

The Electrolux product portfolio includes refrigerators, washing machines, microwaves and air conditioners.
 
PE Electronics CEO Anil Khera said, “We are thrilled at the prospect of having Sonam Kapoor as the brand ambassador for Electrolux in India. Kapoor has emerged as a youth and fashion icon in the country today. This is the first time that we have engaged with a brand ambassador as we believe that Kapoor encapsulates all the qualities that Electrolux stands for and will enable our customers to have a better connect with our products.”
 
Kapoor added, “It is an honor and privilege to be associated with Electrolux. The products are innovative and easy to use which makes them ideal for young professionals who are busy and always on the go.”

MUMBAI: Nick India, in association with toy company Simba Dickie Group, has introduced a toy offering, Squap.
 
Meant for ages 6 years and up, the game is priced at Rs 699. Squap is available at stores including Lifestyle, Landmark, Hamleys, Timeout, Crossword and Hypercity.
 
The parties state that the new chuck n catch toy promises to be both fun and encourage active play. The toy looks to combine both entertainment and development.
 

MUMBAI: Television format creator and distributor FremantleMedia has taken a 60 per cent share in @radical.media, a global transmedia business that creates advertising and branded entertainment content.

The deal represents FremantleMedia’s first large scale move into the branded entertainment market, allowing the company to further diversify its revenue sources and to develop new business models. 
 
@radical.media’s chairman and CEO Jon Kamen will continue in his role and the partnership will not impact any of the firm’s existing management team and relationships.

FremantleMedia CEO Tony Cohen announced the deal during the company’s press breakfast at the television trade eevnt Mipcom in Cannes, France.

“This major investment increases our expertise and capability as a multi-platform branded entertainment business. @radical.media’s reputation and relationships with the world’s leading advertising agencies, their clients and broadcast partners, combined with their strong creative profile and in-house talents, allows both organisations to develop more on- and off-screen content for broadcasters and brands,” said Cohen. 
 
This investment is an extension of an ongoing and successful relationship which began between @radical.media and FremantleMedia’s brand extension arm, FremantleMedia Enterprises (FME). The division has been working with @radical.media since 2008 on several highly successful projects such as the TV series Iconoclasts on the Sundance Channel, Britney: For the Record and the table tennis tournament Hardbat Classic on ESPN.

@radical.media, which has offices in New York, Los Angeles, Berlin, Sydney and Shanghai, will now continue bringing its expertise to FremantleMedia’s global network of production, distribution and licensing companies.
 
Kamen said, “As a new member of the FremantleMedia family, @radical.media will have access to new customers, new territories in key international distribution outlets and even more innovative brand extension opportunities for our existing clients.”
 

MUMBAI: Samsung India has launched nine new models in its top loading washing machines category with 6.2kg – 7.5kg capacity.

The company has also signed up Bollywood actress Priyanka Chopra as its new brand ambassador for its home appliance products.
 
The products aim to ensure long lasting germ-free, stain-free and odour-free clothes. “The new 2010 washing machine has been developed keeping in mind the needs of Indian consumers,” says Samsung India deputy MD Ravinder Zutshi. “This product range is differentiated on account of its superior performance and water saving features.”

“Talking about Chopra‘s role he adds,” “Priyanka Chopra will spearhead our advertising campaign for the new top loading washing machine range this festival season. Going forward, we will be associating with her for our advertising /communications of other Home Appliance products as well. Priyanka’s blend of spirit and style, success and charm match strongly with the Samsung brand, which prides itself on its innovation and superior products. Also Priyanka’s dynamism combined with our brand expertise will help us present our products in different, innovative ways to consumers.”
 
Samsung has introduced its ‘Eco Storm’ technology in its 7.0 kg and above Top Loading Washing Machines for better wash performance and less water spending. The ‘Inner Care Storm’ feature generates a powerful multi-directive water wave for better washing performance and less tangling while the Outer Power Storm creates stronger water flow to effectively scrub off dirt, greasy stains and detergent residue in the fabric. 
 
The Eco Storm’s center Twist Pulsator rotates in opposite directions to make hand rubbed effect. The two pulsators wash the clothes perfectly and thoroughly, so one doesn’t have to rinse the laundry repeatedly.

MUMBAI: Neo Sports Broadcast has announced a new on- air look for Neo Cricket to coincide with the India- Australia series.

Kemistry, a London-based creative agency, was appointed to create a refreshed look for both channels following a four-way pitch. The new look aims to reflect the immense passion for cricket in India. This is captured visually with an intense stream of energy and light that frames the silhouettes of the cricketers in action, forming a connection between the fan and the cricketer, united in their love of the sport.
 
Neo Sports Broadcast COO Prasana Krishnan said, “ We recently celebrated four years of existnce. We felt that it was time to go in for a refresh. The start of the cricket season seemed to us to be the best time to do it. This is the first time that the channel has been refreshed since launch. We have been working on it for four months. The whole aim is to convey the energy and dynamism of Indian cricket which has many young and new faces. The look aims to capture the aggressive, young, boldnerss of young India. The new identity shows fans, cricketers and the intense energy that cricket generates.”
 
Kemistry was chosen due to their unique presentation. “They came up with the concept of energy lines. Some of the presentations made by other agencies were generic. It was similar what you would see in a general entertainment channel or a news channel. We wanted to have something unique for the sports genre. With better software now available you can do much more in terms of designing the look and feel of a channel. The interstitials on Neo Cricket will be sharper. We wanted a modern and contemporary look and feel,” said Krishnan.
 
Kemistry MD Omar Honigh says, “It has been wonderful to work with the extremely professional team at Neo on this exciting project. It has been a true partnership, with production taking place in India under our direction.”

Neo Cricket‘s sister channel Neo Sports will relaunch next month.