Category: Marketing

Fitting into this format, the channel will launch four new shows – one each for the television, mobile, web and voice portal. The repositioning is in line with what has happened in the US where the broadcaster has been making conscious efforts to gradually move away from just music.

Says MTV India GM Ashish Patil, “MTV has always been at the cusp of change and we feel that this is the right time for the next step of our evolution.

Indiantelevision.com had first reported that MTV would shrink its core music content to 25 per cent by the year end as part of its repositioning strategy.

“This does not mean that we are running away from music. We were born of music, inspired by music, driven by music. However, we are not limited by music. Dropping the words ‘Music Television’ from under our logo is a big symbolic statement and finally closes the loop on the repositioning exercise MTV kicked off two years back. The letter M stands for many things including movies, masti, music and magic,” avers Patil.

The new on-air graphics environment is made for the youth with elements and expressions unique to their world. This will include scrolls, buffering of videos like what is experienced on Youtube, RSS feeds, pop ups, scraps and comments.

For television, MTV will kick off Nuon MTV Making The Cut from 17 October at 6 pm. The eight-episode reality series on fashion will air on Saturdays. The judges include Lara Dutta, Neha Dhupia, Neil Nitin Mukesh and Madhur Bhandarkar.

On the mobile play MTV will introduce MTV Rant (Raving About Nothing Today), which offers opinions on raging issues. Mixing action and animation, the show will “look to go beyond music, television and also beyond issues to ramble about nothing and everything”.

For the online platform, the broadcaster will air MTV What the Hack, for which it has roped in Ankit Fadia, an ethical hacker.

On its voice portal 5056882, MTV VJs will start giving acting classes on different emotions. The show is titled MTV Acting Classes.

Says Patil, “Our aim is to be platform agnostic. We already have 600,000 fans on the digital space including 350,000 on Orkut.”

To build up the hype and awareness level of its re-branding, MTV has tied up with upcoming film All The Best which releases this Friday. The channel is also running a contest wherein ads featuring the stars will air on the channel.

MUMBAI: Bates 141, a WPP group-owned agency, has roped in Vijaya Sriram as vice president for its Chennai office.

As part of its new mandate, Saatchi & Saatchi will launch the creative campaign in the quarter ended December 2009 that will comprise print, television and on-ground activation among others.

The Eko model works on the fundamental premise of provising everyone with a bank account. The company is working to build a low-cost financial services infrastructure

to increase the reach of financial institutions.

Eapen is an audience measurement veteran. He managed the first peoplemeter service in the Gulf for AGB Gulf for almost a decade in the 1990s. He was also instrumental in the launch of TGI (world largest single-source studies) in the Gulf region.

Says aMap and DecisionCraft founder and MD Raviratan Arora, “His in-depth knowledge, leadership and business acumen will serve as invaluable asset as aMap strengthens its core operations and expands its services with a host of measurement initiatives.”

Meanwhile, Jiniti Shah, as VP (sales, business development & research) would head the business and development activity and would focus on selling aMap‘s services and DecisionCraft‘s revenue management suite to the broadcasters in India and Asia Pacific.

Ravi Katoch would now focus on selling aMap and DecisionCraft services to the non-broadcaster segment.

Commenting on the venture, Mudra Max CEO Pratap Bose said, “I think there is a huge gap in the consulting area, in creating development work and in the actual planning, which Clear Channel‘s access to global practices will help us resolve. We see Clear Channel as a great partner and a great name to be associated with. Fundamentally, my vision for the OOH space is to garner the maximum share-of-wallet that the OOH buyer has to offer.”

Under the partnership, the venture will draw upon Clear Channel‘s global presence and access to the latest innovations and technologies to enable Indian clients to plan and execute transnational campaigns with ease. Similarly, international clients looking to enter India will also benefit from Mudra‘s reach, experience and expertise in the remotest parts of the country.

Said Clear Channel Mumbai and Clear Channel Mudra LLP MD & CEO Adille J Sumariwalla, “To provide full service to a client, which would include creative solutions, implementation, client servicing, monitoring and reporting for clients who are looking for a presence in rural areas, we needed to tie up with an agency strong in these areas.”

Clear Channel Outdoor operates in 50 countries, with experience of 3500 municipal contracts across the globe, partnerships with 270 airports and over one million display faces worldwide.

MUMBAI: After organising a massive wedding ceremony and inviting viewers from all over Maharashtra for its show Pavitra Rishta, Zee TV is now doing a similar on-ground promotional event in Delhi for the Delhi-centric show, 12/24 Karol Bagh.

As show protagonist Simmi Sethi is set to get married to Rajeev Bhalla, the channel has arranged a ‘Mata Ki Chowki’ for friends and relatives as part of the promotional activity.

Says BBH India managing partner Subhash Kamath, “We went beyond the brief and presented a broader long-term platform for the brand and not just an advertising solution. We believe it was true ‘black sheep‘ thinking and has the power to redefine the category.”

Adds managing partner Partha Sinha, “TVS has the history of defying category conventions with product innovation. This is the kind of brand we always feel excited about at BBH. We want to partner TVS in taking a fresh and innovative look at two-wheeler communication.”

The other clients recently added in the BBH stable include Vaseline, Diageo and Star CJ.

And therefore, as part this ongoing effort, CCD has unveiled a new logo to represent the chain.

The new change also entails CCD‘s all new ‘smart‘ menu card that are designed to facilitate an interactive and enhanced customer service.

Café Coffee Day director Alok Gupta said, “We have been talking to a lot of people about what they would love to see in a café and our new Café Coffee Day look and feel will give customers an even more enjoyable experience.”

Conceptualised and executed by RK Swamy BBDO, the 360 degree campaign will run till March 2010 across press, television, outdoor and the internet.

The print ads will be seen across 12 languages while the TVCs will be aired in 10 languages on all major satellite channels and Doordarshan.

The outdoor campaign exhibited on hoardings and kiosks will target places like railway stations and bus stops while internet banners will be hosted on all major portals.

Said R K Swamy BBDO senior partner KV Sasidharan said, “The brief from the client was very clear – create awareness about LIC‘s Jeevan Saral insurance plan with emphasis on how simple it is to choose the monthly premium and hence your life cover. Simplicity is best conveyed through children and their actions and this inspired us to create the Gola campaign.”

La Opala RG MD Ajit Jhunjhunwala, “Diva would be the new style statement in the crockery segment. Bipasha connects with the women as well as the youth. The fact that she has grown up on screen over the years made the task of identifying the new brand Diva with the target group easier.”

Added La Opala RG Ltd VP marketing & sales Manish Jain, “Our new marketing strategy of introducing Bipasha Basu as brand ambassador would connect in a powerful way with the targeted women consumer. Bipasha Basu‘s image of being stylish and fashionable goes hand in hand with the new brand Diva, which is positioned as stylish and a fashionable table ware. With this strategy, the company is eyeing a 70 per cent growth in this financial year.”