Category: Marketing

MUMBAI: UTV Movies is readying to launch a brand campaign in the second week of May after the conclusion of the Indian Premier League (IPL).

UTV Movies will also sport a new tagline and look while strengthening its library as part of the plans to give the Hindi movie channel a big push.
 
UTV has roped in Motivator as its media agency and Taproot has conceptualised the campaign. The channel will invest between Rs 5-7 million in the campaign.

Says UTV Movies marketing head Kunal Mukherjee, “We did some primary research and found that although consumers are aware of the brand, there has to be some kind of a connect which has to be developed. This is what the new brand campaign is aimed at achieving.”
 
The campaign will be promoted heavily on UTV‘s network channels including UTV Bindass, UTV Action, World Movies and Bloomberg UTV. “We will also use other network channels to promote the campaign,” avers Mukherjee.

While television, print and outdoor will be the preferred mediums, the movie channel will also use other media platforms like radio and digital to support the brand-building process.
 
UTV will be improving its movie titles. Says Mukherjee, “We have evaluated and found that we are strong in some titles and weak in others. We are clearly focusing on all genres as it‘s a movie channel and we have to cater to all age groups. We are looking at showing 10-15 newer titles in the first quarter. By May, the library will be strong enough not only to add to the brand salience but also improve the numbers,” Mukherjee adds.

Last month, UTV had rolled out the ‘What I Am‘ brand campaign for UTV Bindass.
 

MUMBAI: Siyaram Silk Mills has roped in Vijender Singh as the new face for its latest product offerings – Messari, Elanta and Tropez suitings.

Singh joins MS Dhoni who will continue to be the face of the corporate brand of Siyaram‘s.
 
“Vijender Singh is the perfect choice for our dynamic new product lines. His popularity among the masses has touched new heights post his success. He is a global phenomenon, thereby lending character to our brand positioning “coming home to Siyaram‘s‘,” comments Siyaram Silk Mills vice chairman and MD Ramesh Poddar.

Adds Singh, “I am delighted to be a part of a brand that enjoys such enormous credibility and brand history. I am also very excited to join a list of stellar giants who have carved their success stories and have made India proud. And have great pleasure to be associated with a brand that recognizes the same.”
 
 
Avers MS Dhoni, “I welcome Vijender into the Siyaram‘s family. I am sure that he will hold the Siyaram‘s mantle high and together we can lift the brand to scaling heights.

“As a sports persons we have known each other for a long time and I strongly believe that we individually and collectively have a lot to offer to the brand.”

With these new product lines Siyaram‘s plans to target sales of Rs 500 million in the next 12 months and will be marketing them at a national level through their strong pan-India distribution network.
 

MUMBAI: In the wake of a multi agency pitch, Ispat Industries has zeroed in on Equus Red Cell as advertising partner for Ispat Steel.  
There was no incumbent agency for Ispat.

Says Equus Red Cell CEO Swapan Seth, “We plan to have a 360 degree campaign focusing on multimedia options to pass on the message of Ispat.”
 
A TVC on the same has been aired on DD and will also hit other channels soon.
 

MUMBAI: Nestle has roped in Bharti Airtel brand and media head R Chandrasekar as marketing manager beverages. 
 
He was with Bharti Airtel since last three years.
 
Under his new mandate, Chandrasekar will be responsible for Nestle’s brands including Classics Nescafe, Nescafe Sunrise, NesTea and NesIced Tea variations.
 
Chandrasekar has 13 years of experience and has worked in companies including Britannia and Marico.

MUMBAI: Vaseline has roped in Bollywood actor Shahid Kapoor to endorse the Skincare brand’s new specially designed range for men –‘Vaseline Men Antispot Whitening Face Cream’. With the launch of this range, Vaseline forays into the male grooming segment. 
 
Available in two variants, Oil Control and SPF 15, Vaseline Men Antispot Whitening Face Cream is priced between Rs 10 to Rs 150. 
 
Hindustan Unilever Limited (HUL) GM Skincare Govind Rajan says, “Men are shy and not so open with experimenting with the female fairness products in the market. This range is specially designed for the Indian male skin, which takes care of their face. With the increase in the number of men opting for personal care products there is a definite scope for this specially designed product range to be a big success in the market.”
 

MUMBAI: Madison Media has won the media duties of General Motors (GM), beating five other agencies.
 
The agency will handle the contract for three years and the account size is pegged at Rs 1 billion, according to industry sources.
 
Leo Burnett and Wieden+Kennedy will handle GM’s creative duties.

MUMBAI: Eqqus Red Cell has won the creative duties of US-based cosmetics brand ColorBar.

Law & Kenneth is the incumbent agency. 
 
Says Eqqus Red Cell CEO Swapan Seth, “ColorBar is a fast growing brand and we are given the challenge of expanding the audience base for the brand.” 
 
The agency is planning a 360 degree campaign for the project with work in progress on below the line (BTL) and above the line (ATL) activities planned to begin soon.
 
“Additionally, we have flagship stores opening, which will provide good opportunities for activations,” adds Seth.

MUMBAI: Carat Media has bagged the media duties of AMB Talent Media’s flagship brand Abmeribaari.

According to industry sources, the account size is pegged between Rs 50-100 million. 
 
Carat Media SVP Vidhu Sagar says, “As part of the project, we will focus on providing a 360 degree multi-media campaign that will include TV, digital and radio.”
 
Promoted by former Percept Picture Company CEO Preet Bedi, AMB Talent Media will work towards identifying, evaluating and nurturing talent for the entertainment industry. It will be driven by a dedicated website abmeribaari.com.
 

MUMBAI: Linc Pen, one of the leading players in the organised sector of the writing instrument industry and an associate sponsor for the Rajasthan Royals IPL franchise, has launched its Graffiti Board Campaign. 
 
It is a first of its kind campaign by which cricket crazy Indians will be able to convey their best wishes to their favourite teams and players.
 
The Graphiti Board Campaign, a unique initiative by Linc Pen, will be conducted mainly in Ahmedabad and Jaipur where the graffiti boards will be placed within the stadium and both fans and the players can interact via writing on the board.
 
Says Linc Pen MD Deepak Jalan, “We are happy to flag off such a campaign that will allow fans to express their love and wishes for their chosen team.”
 

MUMBAI: The third edition of the Indian Premier League (IPL) has managed a cumulative reach of 108 million viewers in just 14 matches, demonstrating that the T20 league is fast replacing other cricketing content as the hottest property.

The IPL in its inaugural edition had reached 77 million viewers in 14 matches, and then gone on to amass 96 million viewers in its second season.
 
The third edition of the IPL, currently on display, took 10 matches to reach 100 million viewers compared with 51 matches in the first season and 23 matches in the second season, signaling the growing popularity of the T20 format for TV viewers. 
 
Tam data, in fact, shows people are tuning in to the games even on weekdays and not just on weekends or holidays. Interestingly, the top-rated match this year was recorded on a Wednesday as the contest between Mumbai and Delhi earned a TVR of 6.24 on 17 March.
 
The average TVR this year is 4.69, which is slightly lower than the TVR of 4.97 in the first year. In the second year, the TVR was 4.52.

It is somewhat surprising that 40 per cent of the IPL’s viewership is coming from the 35+ TG. The SEC split is relatively even, as indicated by the Tam data.