Category: Marketing

MUMBAI: Global Advertisers has bagged the outdoor advertising IPO account of ARSS Infrastructure and Aqua Logistics. 
 
As part of its new mandate, Global Advertisers will help build the brand by increasing awareness using innovative outdoor ads and segment the market and advertise according to the area‘s specific requirements.
 
Global Advertisers will also partner with other media to increase the impact of the campaign. It can serve as a reminder to reinforce the brand image for sustained brand awareness.
 

MUMBAI: The International cricket Council (ICC) and the central organising committee for the ICC Cricket World Cup (ICC CWC) 2011 are requesting proposals from companies interested in becoming the official marketing, advertising and media operations agency for the event in the host nations of Bangladesh, India and Sri Lanka.

The successful company will be granted the rights and responsibilities in managing all such aspects of the tournament, which is the third biggest sporting event in the world.
 
A proven track record in running the relevant aspects of world-class sporting events is essential as well as sufficient resources and experience to provide all the necessary services, a state-of-the-art information technology infrastructure and adequately trained personnel.

The successful company will also have either a substantial network of relevant contacts throughout each of the host countries and other territories represented by the teams competing at the event or a proven ability to establish local contacts in each of such countries in order to provide the services to the required standard and within the required timeframes.
 
ICC GM commercial Campbell Jamieson says, “This is an extremely important function of the event and it will be a prestigious contract for the successful agency to win. The ICC Cricket World Cup is the flagship event of the limited-overs game, the ultimate prize. It is a great opportunity for us to market and promote cricket around the globe.”
 
The event’s Tournament Director Professor Ratnakar Shetty says, “We are now just 13 months away from what is going to be a great spectacle of cricket across three countries of the Sub-Continent, where cricket is a religion. We look forward to working with the best agency to deliver a highly successful marketing, communication and media plan for the ICC CWC 2011.”
 

MUMBAI: Big Street, a subsidiary of Reliance Media World operating in the media aggregation space, has acquired the advertising rights for DMRC Line II in Delhi along with gantries and cantilevers in Hyderabad.
 
DMRC Line II is the advertising zone for Line II of DMRC civil structures (outside the station), which extends from Central Secretariat till Delhi University.

Gantries and Cantilevers, on the other hand, are surveillance cameras, traffic violation cameras and infra red security situated in high profile VIP movement arterial stretches of Hyderabad. 
 
All properties are for a long-term period, which is eight years or more. 
 
Says Allied Businesses business head Rabe Iyer, “In keeping with our vision, we are acquiring properties that are low risk, high tenure and with shorter payback time. Today, higher awareness exists among the municipality, to regulate and beautify wards, which poses an excellent opportunity to work with the local authorities and participate in tenders, which are in line with our vision. With our new offerings, we are delighted to offer inventory never experienced before, like 3 sided Cantilevers and other street smart furniture. The low cost acquisitions allow us to divert investments behind modernizing inventory and delivering higher occupancy.”

MUMBAI: Kaya Skin Clinic has partnered with Starcom IP, the digital marketing arm of Starcom MediaVest Group, to launch its latest TVC first on mobile.
 
In a bid to preempt the airing of the TVC on television, Starcom IP facilitated the creative approach towards devising a contest, landing page and banners apart from doing the media planning and buying.
 
Kaya has signed up with 3 Wap networks- Ad MOB, Mauj and Hungama- so as to maximize the presence of these banners across sites which were to be viewed by the target audience. 
 
The banners are created to prompt the customers to participate in the contest for which the user needs to download and view the ad. The campaign is based on the communication, “Say Goodbye to facials and get expert skincare, every month”.

MUMBAI: SpiceJet is all geared up to launch its first set of television commercials in a bid to expand its brand awareness nationwide.

Come 25 January, the airline company will roll out a set of five commercials across various Hindi and English channels including news, infotainment and movie channels.
 
SpiceJet has earmarked its television advertising budget at approximately Rs 8-10 crores for the next 12 months with an aim to “cut through the clutter in the current television advertising”.

Says SpiceJet SVP and head marketing Anish Srikrishna, “The five-film campaign has been conceptualized by Contract Advertising and produced by Bappaditya Roy Productions. Though we are still to finalise on the number of spots across various channels, we are looking at a 500 GRP plus coverage across the television network.” 
 
The five-film campaign uses a ‘reverse testimonial‘ route to drive home the benefits described of the airline. It positions SpiceJet as an airline that cares for its customers and offers an enhanced flying experience wherein low fare is defined as high value. The campaign line is on the “Get more when you fly SpiceJet” theme, earlier executed on print and outdoor media.
 
Commenting on the new brand campaign, SpiceJet CEO Sanjay Aggarwal said, “With these new campaigns and the first one on the television, we will be in a position to bring to life the value proposition that passengers will experience when they fly with us.”

BANGALORE: Mahindra & Mahindra Ltd (M&M) announced the launch of its small commercial vehicle (SCV) ‘Mahindra Gio’ (‘Gio’) for the southern states in Bangalore today.

The Gio had been launched north of the Vindhya’s a couple of months ago and a TVC created by Interface with the tagline ‘Jeeyo Naye Andaaz Main’ has been on air on some of the national GECs and news channels since then.
 
“We are targeting a mass segment. Our media plans for the south are being finalized right now, and the dubbing of the TVC that has been released on the national channels into the southern regional languages is complete. Over the next 5-7 days, we expect to complete the initial deliveries of ‘Gio’ to all our dealer outlets in the south. We will ask the channels to start running our TVC’s then,” informed M&M Senior Vice President of Sales and Customer Care, Automotive sector Arun Malhotra.

Company sources revealed that the some of the channels on which ad spots would be booked include the Sun group’s GEC and movie channels in Tamil Nadu, Andhra Pradesh and Karnataka, TV9 group’s southern regional news channels, some of the channels of ETV in the southern states and Asianet in Kerala.
 
“The south is a big market for light commercial vehicles – it contributes 40 per cent to the national sales pie, and we wanted to be very sure about the availability of the vehicle in all the four states before we launched it, hence the delayed launch,” revealed Malhotra.

The ‘Gio’ is a new category creator, says Malhotra. M&M is targeting the buyers from the mini-truck segment which has an estimated annual national market size of 110,000 units and the three wheeler commercial carrier segment which has an annual national market size of 68,000 units. M&M’s current manufacturing capacity for the ‘Gio’ is 30,000 units per annum.
 
Media buying for the M&M ‘Gio’ is done through Lodestar.
 

MUMBAI: Life Insurance Corporation (LIC) India has firmed up the empanelment of its agencies following a multi-agency pitch. 
 
With LIC reviewing its ad agencies every two years, the empanelment of the agencies is for a period of two years.
 
Earlier, the incumbent agencies were RK Swamy, Mudra and DraftFCB+Ulka. 
 
Currently, LIC functions with 2048 branch offices, 100 divisional offices and seven zonal offices.

MUMBAI: The Nielsen Company has partnered with Northpoint Centre of Learning has launched a ‘Certificate Course in Marketing Research‘ at the post graduate level.
 
The course offers an intensive 11-month certificate programme with the first batch commencing in June 2010. The course will be a mix of theory sessions, which will be held at the Northpoint campus at Khandala, and extensive hands-on projects and internships with The Nielsen Company. 
 
Industry professionals from Nielsen and other reputed companies will share knowledge through guest lecture sessions. On successful completion of the course, students will have the opportunity for placement with The Nielsen Company across Asia Pacific, India, Middle East, and Africa. 
 
Said The Nielsen Company South Asia MD Partha Rakshit, “While the MBA courses impart a basic knowledge of marketing research, this programme will bring in the rigor of specialised training in marketing research.”
 

MUMBAI: In the wake of a multi-agency pitch, S Kumars Nationwide Ltd has appointed Law & Kenneth to handle the creative duties for its new brand, World Player.

As per industry sources, the account size is pegged at Rs 300 million for one year. 
 
Says Law & Kenneth India CEO and managing partner Anil Nair, “We will initially roll out the brand in the southern region and then reach pan India in the next 100-120 days.”
 
While television will be used as the prime medium to spread brand awareness, activation and on-ground will form a major chunk of the brand building strategy. 
 
S Kumars Nationwide is one of India‘s leading textile and apparel companies, with expertise in multi-fibre manufacturing. The company has extended its presence in multiple product categories from fabrics to apparels and home textiles across price ranges.

MUMBAI: Carat Media has roped in Rajni Menon as associate vice president for its Mumbai office.

Prior to this, Menon was with ZenithOptimedia as director. 
 
In her new capacity, Menon will report into Carat India managing director Kartik Iyer and play a major role in further improving the strategic investment planning for the entire agency.

Speaking on the appointment, Kartik Iyer says, “We are delighted to have Rajni on board. Her vast experience with special focus on buying would definitely prove to be a great asset to Carat. We see her playing a major role in further improving the Strategic Investment planning for the entire agency and specifically contributing to the business development efforts in Mumbai.”
 
Adds Menon, “Here, part of my mandate would be to combine buying with attracting new business efforts.”

An alumnus of Mica with over 10 years of work experience in media planning, buying and other functions, Menon was leading the buying for Unilever at Fulcrum before joining Zenith Optimedia. 
 
During her tenure at GroupM (CTG), she had been responsible for the strategic investments of brands like PepsiCo, Motorola, Castrol and Onida amongst other.

She has also worked other media agencies such as Lintas Media Group, McCann Erickson and Madison Communications wherein she was handling the planning and buying for brands like Maruti Suzuki, Coca Cola, Reckitt Benckiser, Gillette and Bacardi.