Category: Marketing

MUMBAI: TBWAIndia has stitched a partnership with Ignitee Digital Solutions to offer a full range of digital services to their clients. The agencies have already commenced work on some of their clients.
 
Says TBWAIndia Group CEO Shiv Sethuraman, “Unlike other companies that bolt on a ‘digital specialist‘, we are using the partnership to create digital capabilities at the core of TBWAIndia and TequilaIndia. We see this partnership as the means to create a digitally fluent communication group. We have already started working alongside Ignitee on some of our clients and look forward to a long and successful partnership.”
 
Adds TBWAInternational president Keith Smith, “Digital is at the heart of everything that we do, be it advertising, events or retail activation. As such, it is essential that we have the strongest possible digital operation available in the market. This partnership should enable us to do that throughout our India group.” 
 
Ignitee Digital Solutions, founded in 2000, provides a comprehensive range of services which include online media planning and buying, search marketing, social media marketing, online reputation management, website development, creative, CRM solutions, site traffic analysis, ad serving, mobile marketing, research and consulting. It has six offices in Mumbai, Delhi, Chennai, Bangalore, Hyderabad and Dubai.

MUMBAI: Percept/H, the advertising arm of Percept Limited, has launched the latest commercial for SBI MF‘s tax saving fund, ‘Magnum Taxgain scheme‘.

The commercial is being supported with print, radio, outdoor and digital campaigns and will continue till mid March 2010.
 
Says Percept/H CEO Prabhakar Mundkur, “We have tried to promote this scheme in our TVC by showcasing that it is a tool which can be used not only to save tax but also to get the benefit of investment. Investments today, are a serious business and we have attempted to support this with a series of real life situations in order to build a better connect. We had to work on the insight that tax cuts in income have an impact on the lifestyle and sacrifices have to be made.”

Adds SBI MF CMO Srinivas Jain, “With certain restrictions, the message sometimes gets difficult to deliver. The message on television is just about the product. It just gives visibility. We do not expect one medium to say it all and hence have to depend on other media to support the campaign.” 
 
The commercial showcases a series of situations that harp on the phrase ‘Cut Rahi Hai‘. A couple of friends converse in office about how finances are tight with tax cuts, a housewife works in a kitchen complaining about less shopping and entertainment due to tax cuts, a young boy cribs about lesser pocket money and in a humorous turn to the ad, a man accidentally cuts off his moustache while shaving when his son throws a ball at him. A voiceover follows, explaining how investing in SBI Mutual Fund will save taxes, with the benefit of returns on investment. The ad ends with the person who earlier complained about his finances to his friend saying that life is better now – ‘Life achhi kat rahi hai!‘

MUMBAI: Lowe Lintas has won the creative duties of the Cochin-based herbal medicine (OTC and ethical) player, Mayden Pharma India.

As part of its new mandate, the agency will develop Mayden Pharma‘s brand communication. These will also include strategic planning and brand launches. 
 
Says Lowe Lintas GM Sujit Nair, “The category is exciting and Mayden Pharma‘s plans are ambitious; it‘s a massive opportunity for the brand. We are all charged up to make the most of it.” 
 
The Lintas team that will work on the account will include Arun Raman as the strategic planner, creative head Subramani Ramachandran and client servicing head Rajeev Hajare. 
 
Says Mayden Pharma executive director Navin Nair, “With the brand insights from Lowe Lintas team, we intend to introduce a number of significant innovations in Mayden‘s vedic range of products. Lowe Lintas with their strategic approach towards the brief, creative solutions to building the brand and 360 degree capabilities has shown us their commitment to assist our business targets going forward, and have therefore appointed them to help us develop our brand further.”
 

MUMBAI: AB-Inbev India has roped in Wieden+Kennedy (W+K) Delhi as the creative partner for its Budweiser brand, following a multi-agency pitch. 
 
As part of its new mandate, W+K will also be involved in strategizing for Stella Artois and Tennents brands from the AB-Inbev stable.
 
Says W+K managing director Mohit Jayal, “While we will be working on Stella Artois and the Tennents brands too, our primaly focus will be on Budweiser.”

The first phase of the assignment is due to start immediately.

MUMBAI: MTV has forayed into a partnership with Wildcraft India to launch a new range of co-branded travel and adventure gear.

This co-branded range will be launched in April this year and will include vibrant, funky and innovative travel and adventure bags, duffel bags, laptop bags and toad bags, amongst others.

The range will also comprise a ‘Roadies’ line that will include bags as well as adventure gear for riding, hiking and cycling as well as other outdoor equipment including a cool range of sleeping bags and tents.

The range will be priced from Rs 749 to Rs 3000 and will be available across retail – both conventional as well as modern trade outlets and Wildcraft outlets. 
 
Viacom18 VP consumer products and communications Sandeep Dahiya said, “We are planning to expand our catalogue in the top 10 youth categories by the end of this year. We are excited to partner with Wildcraft to enter into this important category in the youth space.”

“The MTV and Roadies range will be planned keeping in mind that bags today are not just utility items. They’re as much a fashion accessory,” he added. 
 
Wildcraft India director marketing Gaurav Dublish said, “MTV, known for their close connect to the youth are the obvious partners and choice for this initiative. We hope to reach out to our consumers as a dynamic new brand becoming the ultimate answer to their needs in our category.” 
 
Wildcraft is one of the largest outdoor gear brands in India. It is known for backpacks, rucksacks, and travel and survival gear with up to 25 year warranty across product categories.
 

MUMBAI: Lowe Lintas has restructured its senior creative team.

The agency has elevated Amer Jaleel and Arun Iyer to national creative directors, both of whom will jointly be responsible for the creative product of Lowe Lintas.

Prior to this, Jaleel was Lowe Lintas executive director while Iyer was executive creative director. 
 
Says Lowe Lintas chairman and chief creative officer R Balki, “Both Amer and Arun are phenomenal creative minds. Managing the creative product of the agency will be shared by them as part of their new role.” 
 
Meanwhile, Madhu Noorani has been named as the chief creative planner on key businesses of the agency. She will also continue with her creative responsibilities on Johnson & Johnson and other key regional brands of Unilever.
Jaleel, Iyer and Noorani will continue to report to Balki.
 
Additionally, new roles have been assigned to Ashwin Varkey, Deepa Krishnan, Rajesh Ramaswamy and Abhijit Ghosh.
Varkey has been elevated to group creative director and will work closely with Iyer.

Krishnan will move from Bangalore to Mumbai and will play an important role in the agency‘s regional business. She will also work closely with Jaleel on some brands in Mumbai and the South.

Ramaswamy and Ghosh will also be working closely with Jaleel and will be creative heads in the Bangalore division.
 

MUMBAI: Parle Agro has released the first TVC for its new snack brand ‘Hippo‘.

Conceptualised by Creativeland Asia, the film has been directed by Ram Madhavani. Equinox Films is the production house. The commercial, shot in Mumbai, has been released in seven languages.
 
Says Parle Agro joint managing director & CMO Nadia Chauhan, “With the new TVC for Hippo, we have attempted to move away from category norms. Hippo doesn‘t want to be a me-too brand in a category cluttered with frivolousness in its communication. In the TVC, we have tried to integrate a social message into the brand in order to add soul and purpose to Hippo. Hippo has taken snacking responsibly by positioning itself as a solution for hunger.” 
 
The TVC is based on the belief that hunger is the root cause of evil – therefore kill hunger, kill evil. The campaign highlights the evils of society being resolved by offering Hippo in situations of conflict, thereby restoring cheer, goodness and happiness amongst people.
 
 

MUMBAI: Expanding its portfolio in the Southern region, Ignitee Digital Solutions has bagged two new accounts namely Bangalore-based Purvankara Builders and Developers and the Thotta Tharani project from Chennai.

The other southern sphere portfolios that the agency handles include Club Mahindra and real estate company, Rebi. 
 
As part of its new mandate, Ignitee will formulate a social media marketing campaign for Purvankara Projects.

Says Purvankara AVP (communications) Kalyan Shankar Dutt, “India‘s real estate sector is northbound again. We needed someone who could formulate an effective campaign to consolidate our presence on the web and that is where we found Ignitee has all the elements of coming up with an appropriate strategy that will help us in achieving our desired objectives.”
 
Also, as part of its second win, Ignitee will be managing the website of Chennai-based art director Thotta Tharani. 
 
Comments Ignitee national business director, “We are certain that we will see these wins increasing further-more, continuing to imprint and strengthen various geographies across India and close the year with more clients added to our roster.”
 

MUMBAI: Voice Mobile has roped in Macaw, a group entity of India News Communications (INCL), to handle its advertising, creative and media mandate following a multi-agency pitch.
 
Says INCL Group director & CEO Prashant Kumar, “After getting adversely affected by the economic slowdown, the information technology industry is now on the recovery mode. There is a great scope to show our understanding of the market and creativity in this account. We are hopeful that we will be able to earn a brand status for Voice Mobile.”
 
Voice Mobile came into existence in January 2009. For the first three months, the company conducted extensive product sampling to know about the competitive mobile brands operating in the Indian market. This was later followed by six months of rigorous channel sales streamlining process.
 

MUMBAI: Crayon Communications has bagged the media duties of Shoexpress, part of the Landmark Group. The account will be handled out of the agency‘s Dubai office.
 
The retail store which includes footwear, accessories, handbags, socks and belts, targets the entire family and is looking at a new marketing strategy to attract wider audiences.
 
Shoexpress has retail outlets in Middle East countries like Oman, UAE, Saudi Arabia, Kuwait and Qatar.

Crayon Communications Dubai handles clients including Babyshop, Fashionation.me, DEC and ES Bankers.