Category: Marketing

MUMBAI: RK Swamy BBDO has appointed Mukesh Anand as principal consultant. He will report to president (West) and executive creative director Sangeetha N.

Said Sangeetha N, “Mukesh brings with him the ability to understand communication needs. He is innovate and can translate the most complicated subjects into relatable creative ideas. This, combined with his team player skills and impressive creative experience, will bring in a compelling perspective to the creative leadership team in R K Swamy BBDO.”
 
Prior to this, Anand worked with the Heroes Project (HP) in Mumbai as creative director. HP is one of the largest non-governmental media campaigns on HIV/AIDS in India and is supported by the Bill & Melinda Gates Foundation. His role in HP was to develop the communication plan and manage the project‘s advertising campaigns and programming content.

In the past, Anand has worked with McCann-Erickson, J Walter Thompson (then HTA) and R K Swamy BBDO‘s Delhi office. 
 
Commenting on his move, Anand said, “R K Swamy BBDO is a place with a rock-solid foundation and an inventive approach to work. Progressive thinking and steadfast growth with a humane touch has always been their mantra. It feels great to be back and I look forward to take on and deliver what is expected of me.” 
 
Earlier, some of the campaigns that Anand had been part of are Elementary Education (“School Chale Hum”), TB Dots (“Teen Hafta Bhai”), and the Unicef Girl Child Trafficking film (“Lalli”).

BANGALORE: Sri Sankara TV, a national spiritual well being multilingual C&S TV channel, has signed a non-exclusive MOU with Bangalore-based MQ Networks for handling its ad sales (to corporates) at a pan India level.

“We have been selling airtime to clients directly and will continue to do so. The tie-up with MQ Networks is not an exclusive one,” says Hari Krishnan, one of the Directors of Kamadhenu Telefilms, (the promoters of Sri Sankara TV) Hari Krishnan. Suresh Kumar is the other director of Kamadhenu Telefilms.
 
Says MQ Networks Managing Director MS Mahesh, “We were closely monitoring Sri Sankara TV ever since its inception and find their content to be of high value, realistic and readily striking a cord with audiences who have experienced the channel. We feel the channel has the potential to grow into one of the finest spiritual well being channels in the sub continent.” 
 
Adds MQ Networks CEO Arvind Kumar, “We have already started talking to large advertisers and media buying agencies at an all India level and have been receiving very positive responses.”

Chennai-based Vas Media, an OOH media agency is among MQ Networks clients. Another client, Bangalore-based Real Estate TV, shut shop a few months ago.

Income from teleshopping directly or through sellers forms a reasonably big chunk of revenue earnings for religious channels in India. Tamil and Kannada language content Sri Sankara TV, which was launched nearly a year ago, has one teleshopping seller and is looking at other sellers to buy air time from it.
 
Explains Hari Krishnan, one of the directors of Kamadhenu Telefilms (the promoters of Sri Sankara TV), “Our concept is to provide enlightened entertainment in the modern context, which will allow audiences to revisit ancient Indian and world wisdom and tradition, reviving spiritual values that bring harmony to the soul.”

Kamadhenu Telefilms has ambitious plans for future expansion and is bullish about the growth of Sri Sankara TV. The channel has already tied up with Tam and expects robust viewership ratings in the months to follow. Arvind expects GRPs of about 50 for this channel surrently. Come January, the channel says that it will be launching a host of new shows to attract and hold on to viewers.

BANGALORE: Reliance Retail Limited (Reliance) is planning to increase the number of its standalone Reliance Autozone format stores from the current eight to 12 by March 2010.

It also plans to up its shop-in-shop (SIS) Reliance Autozone stores to 10, from the current five located at Reliance Mart stores.

This will bring the total number of Reliance Autozone outlets to 22.
 
Reliance chief executive Arun Dey said, “ At Reliance Autozone, we would like to cater to needs of the lifecycle of the car since its purchase and fulfill the needs of different budget customers, who are forced to buy a limited number of brands and accessories offered by car dealers.” 
 
Reliance Autozone carries over 1200 automobile accessory articles and represent about 50 vehicle brands, including two wheelers, electric bikes, bicycles and model cars. Reliance Autozone also plans to start a few private labels for some automobile accessory products in the near future.
 
For mass media communications, Autozone will be using print media and newspaper inserts in the vicinity of the store outlets.

MUMBAI: There is a flurry of activity going on in Vinod Chopra Productions. Head-honcho Vidhu Vinod Chopra, along with director Rajkumar Hirani, lead actors Aamir Khan, Sharman Joshi and Madhavan, is busy promoting 3 Idiots that is up for release on 25 December.

Says an official spokesperson, “Producers, these days, have been concentrating on marketing their films than ever before. Their only mantra: the more the promotion, the more the chances of the film‘s success at the box-office. We have also adopted the same procedure. 
 
“The marketing strategies of 3 Idiots have been devised by lead star Aamir Khan and when he is at work, one can expect magic. Funny ways are being sought to promote the film.”

To begin with, butt chairs have been placed at leading multiplex chains. “I have seen people photographing themselves and their relatives sitting on the chairs and regaling themselves and others around,” says the spokesperson.

The 3 Idiots team has also used unique stickers on some rickshaws plying on streets that read ‘Capacity: 3 Idiots‘. It is reported that these stickers are seen on around 10,000 rickshaws in cities like Mumbai, Hyderabad, Gujarat, Jaipur, Kota, Lucknow, Kanpur, Patna, Kolkata, Bhopal, Indore, Bengaluru and Chennai.

A few weeks ago, the walls of washrooms next to the cubicles in the men‘s restroom of certain theatres were painted with slogans that read ‘you are an idiot‘. This was part of the promotion of 3 Idiots.

An interactive website has been launched in association with Zapak.com with a college set-up as the homepage. The website designed keeping in mind the college atmosphere, was complete with a hostel, classroom, toilet, canteen and a few special added features. 
 
Along with, the 3 Idiots team also launched a new game in association with the online service portal. The objective of the game is to find Aamir Khan who has gone into hiding. Anybody who spotted Khan was to inform the team and the winner would get to dine with Aamir Khan on New Year‘s Eve. The team had roped in Sachin Tendulkar to give out the first clue for the two-day game. 
 
Reliance Capital has tied up with the Vidhu Vinod Chopra film to promote its ‘All Is Well Insurance Plans‘. “You see, there is an ad of Relaince Capital in which the actors keep appearing. At the end of the ad, they proclaim, All Izz Well if you go for All Izz Well Insurance Plan,” says the spokesperson.

Khan has even designed a range of 3 Idiots T-shirts marketed by Pantaloons.

This is not the first time that Aamir Khan is promoting his film. Last year, Khan devised unique marketing strategies before the release of Ghajini. Life-sized cutouts of himself were placed in multiplexes across India. Additionally he had also given the ushers at the theatres a Ghajini haircut.
 

BANGALORE: Leonia Holistic Resorts (Leonia) will be spending approximately Rs 100 million towards media for promotion of its brands, especially the mother brand Leonia Resorts and its convention center.

Said Leonia’s director of business development G Raghu, “We expect over 6000 guests for its New Year eve’s programme, the aim of which is to promote the Leonia International Convention & Exhibition Center (LIEC).”
 
“Our campaign will be a 360 degree initiative including outdoor and print media and cinema theaters. We are in talks with the major regional channels and radio stations in the south,” informed Raghu while speaking with indiantelevision.com.

Radio jingles on Red FM have already begun and the company has plans to book a few slots on Gemini and Maa television channels for the New Year’s campaign. An audio visual for promoting the resort and LIEC, prepared by Leonia’s in-house agency Leo Deaz, will be run on cinema screens in Hyderabad and major towns and cities in Andhra Pradesh. 
 
Another major sub-brand that Leonia plans to push is Leonia Express that has a fleet of luxury buses to offer transport services including inter-city buses.

For the New Year eve’s event, Leonia Express already had bookings for brining in guests from as far away as Kolkata and Mumbai.
 
At present media buying for Leonia is also done by Leo Deaz.

MUMBAI: The Fast Moving Consumer Goods (FMCG) sector has emerged as the industry of choice for this year‘s management graduates, with 44 per cent of students graduating in 2010 voting it as their most preferred industry in the latest Nielsen Campus Track-B School Survey.

Nielsen Campus Track B-School Survey is a syndicated study, which collects and interprets information about perceptions regarding recruiters and preference for them, amongst final year graduating management students from the top 40 management institutes in India. The Campus Track B-School Survey was conducted between October-November 2009 and interviewed 1362 students. 
 
FMCG also tops the ‘industry of future‘ list. Other industries preferred are management consulting, foreign banks, entertainment/ media, and software/ IT consultancy/ IT services.

Student‘s perception of players in the FMCG industry has changed over the years inching closer and closer to the traditional leaders, consultancy. While certain key consultant companies still dominate campus recruitments, as an industry, most FMCG players have gained in perception versus last year. The other industry that has shown a significant movement in preference is entertainment/ media industry.
 
In its 10th year, the Nielsen Campus Track B-School Survey gauged students‘ perceptions of companies and their considerations as they evaluate prospective employers. 1,362 soon-to-be graduates from the top 40 management institutes were interviewed.

According to the Nielsen survey, HUL and P&G are considered “dream companies” for students with 64.2 per cent and 60.9 percent of students considering to apply to these companies respectively. In line with last year‘s survey, Ratan Tata remains the role model for management students, due to graduate in 2010.

Said The Nielsen Company associate director client solutions Shaveta Bhardwaj,
“The security that FMCG sector provides forms a major attraction for the graduating batch. However, the affects of economic downturn can still be seen as three out of every four students feels that recession is going to affect their final placements.”

Industry of the future

After FMCG (33 per cent), the sectors showing promise for the future are entertainment/ media (28 per cent), management consulting (26 per cent), retailing and telecom (both 23 per cent), and oil & energy (22 per cent).

“The entertainment and media industry has been a growing sector for some time now. With the advent of international media houses and publications, this sector is only slated to grow further,” said Bhardwaj.

Drivers of choice

Among various factors that were cited by students for driving their decision to choose a company, good job prospects topped the list with 69 percent votes. Other factors that are critical for students in their selection of a company are high degree of independence (65 per cent), good market standing and good salary package (both 60 per cent), good job content (58 per cent), and a good take-home salary (57 per cent).

The average salary expectation of students from their “dream company” has notched up a few decimals to Rs 1.46 million this year. Salary expectation from a foreign company is almost twice than that from an Indian company. 
 
According to the Nielsen survey, feedback from seniors (79%), summer training experience (78%), and pre-placement talks (71%) are the most credible sources of information about a company for the class of 2010. The activities undertaken by a company on campus also adds to their standing with students. Case study presentations, interactive sessions with key industry personalities and sponsorships are the most-commonly held activities on campuses.

Triggers to switch jobs

Most graduates (almost 70 per cent) expect to move out of their first job in less than four years. The top three reasons for moving on are better career options (66 per cent), better salary (50 per cent), and better designation (44 per cent). 13 per cent of students would quit their job to pursue higher studies; however, a good designation with considerable autonomy, good pay and learning opportunities will deter them from further studies.

“Student preferences haven‘t changed much in the past year; a secure career is still a major attraction for them. However, it is going to be interesting to observe how much the new sectors and the changing economy will impact their choices in the years to come,” said Bhardwaj.
 

MUMBAI: The Emerging Media owned Indian Premier League (IPL) franchise Rajasthan Royals has roped in Paras Pharmaceuticals as a sponsor.

“Moov will be the Official Fitness Partner for the team. Set Wet will be the Official Hair Styling Partner for the Rajasthan Royals players. The aim was to find a local sponsor in Ahmedabad as the franchise is playing a lot of of its games there. The ‘Set Wet‘ logo will be sported by the team cheerleaders and the team jerseys would carry ‘Moov‘ branding,” says Emerging Media CMO Raghu Iyer.
 
While the deal is for one year, Paras is keen on extending the relationship.

Iyer adds that the franchise is looking for three more sponsors. Two will come from Gujarat as that is another big market for the Royals. “By the time the third season starts, we will have 12 sponsors. After the third season all our deals come up for renewal.”
 
Ultratech is the title sponsor. Other sponsors include the UB Group.

Puma is the company‘s licensing and merchandising partner. Iyer says that the company is putting the finishing touches on an elaborate plan which kicks off in the middle of January. “We are looking for two to three more parrners. The focus here is on offering value rather on simply adding partners. We will follow the adage of less is more here. At the moment I cannot comment on categories”. 
 
The marketing activities also kick off in the middle of January. This includes above the line like radio, TV and print. “In addition, we are planning mall activation. This could take the form of meet and greet events with key players from the team. This was not possible last time around as the IPL was shifted to South Africa,” says Iyer.
 

MUMBAI: Euro RSCG has appointed Shavon Barua as director Mumbai agency. The former JWT executive business director will take up her new role beginning next year.
 
Barua will be reporting to Euro RSCG CEO Suman Srivastava.
 
Incidentally, this is Barua’s second stint with the agency. She had earlier worked in Euro RSCG Delhi as head Reckitt Benckiser business.

Barua replaces Rajan Patel, who was with the agency for 14 years.
 
Barua has worked on clients such as Reckitt, Pepsi Foods, Nestle, Lakme, and Colgate Palmolive.
 

MUMBAI: US media research company Nielsen and Catalina Marketing, that offers consumer-driven print communications, have formed Nielsen Catalina Ventures to create the next generation of precision media solutions and return on investment (ROI) measurement tools.

The aim is to allow consumer packaged goods (CPG) and media companies to more effectively link the marketing exposures consumers see with what products they actually buy.
 
The 50-50 JV will integrate information from Nielsen’s TV, internet and household purchase panels, with purchase data from more than 50 million shoppers from a cross-section of retailers in Catalina Marketing’s network.

By directly and anonymously linking consumers’ television and online usage with in-store purchase behavior, Nielsen Catalina Ventures will enable CPG marketers and media companies to understand how well media campaigns are driving actual consumer buying behaviour. 
 
This unprecedented level of insight will help marketers shape their marketing and media campaigns for a greater return on investment. The JV will build on the success of Nielsen’s leading Internet ad effectiveness business and create the industry’s first TV ROI measurement service using data from Nielsen’s National People Meter panel.

Nielsen chairman and CEO David Calhoun says, “As consumers become more sophisticated and media platforms continue to fragment, advertisers must be able to build more precise and measurable media plans. 
 
“The only way to get there is with faster, deeper information. Nielsen and Catalina’s combined capabilities provide comprehensive, scalable solutions for clients to better shape their marketing investments and measure their campaign ROI with far greater precision, speed and agility. We are pleased to partner with Catalina Marketing in this first step toward a holistic measure of ROI that will redefine accountability in the CPG space.”

BANGALORE: Tata Photon Plus, the mobile broadband service of Tata Teleservices Limited (TTSL), has entered into a strategic marketing alliance with James Cameron‘s adventure epic Avatar by which users of Tata Photon+ will get a chance to win ‘Avatar‘ merchandise on purchase of Tata Photon+ that would be sold in special ‘Avatar‘ packaging.

Said TTSL vice president marketing communication Trivikram Thakore, “Avatar is a blend of live-action and new virtual photorealistic production techniques. ‘Avatar‘ and Tata Photon Plus signify the excellence in technology and innovation and will take the experience to a different level.”
 
In India, Fox Star Studios has planned to release the film on a grand scale informs Fox Star Studios India Head Marketing Distribution & Syndication Vivek Krishnani, “Avatar is the biggest cinematic event of the decade and there is an incredible buzz around the film in India and we are going all out to give it the best possible release.  
 
“The film delivers a fully immersive cinematic experience of a new kind and is sure to enthrall audiences. Both brands drive synergies in technological innovation and we felt this is a perfect platform to have Tata Photon Plus associate with us and support the launch of Avatar we are thrilled with the support this association brings to widen the reach of the film to a pan Indian audience.”

This is the first time that Tata Photon+ is being associated with a big ticket Hollywood project.