Category: Marketing

Ogilvy India national creative director Abhijit Avasthi said, “We have created a complete 360 degree campaign to involve and engage the target group by promoting the big thought of ‘‘Iss Diwali Aap Kise Khush Karenge?”. This integrated communication strategy will be rolled out to intensify the engagement with the consumers.”

The mediums of communication will include television, print, radio, online, and outdoor activities, adds Avasthi.

Also, for the first time, the company has extended their marketing strategy to the internet

space and have launched the interactive website meethamoments.com.

Cadbury has partnered with social networking sites such as Facebook and Orkut to further promote its offerings by the company.

Conceptualised by BBDO, and directed by Sujit Sircar of Rising Sun Productions, the TVC features brand ambassador Sachin Tendulkar and seeks to promote Child Plans offered by Aviva in India.

Said BBDO India chairman and chief creative officer Josy Paul, “Sachin Tendulkar is the face of Aviva Life Insurance. In the film, there‘s a beautiful moment when Sachin says – ‘mein bhi ek pita hoon, aur mein yeh samajhta hoon‘. I think this candid confession captures the essence of our idea. When it comes to the education for our children, even the world‘s greatest cricketer becomes just another concerned parent. Just watch how naturally Sachin Tendulkar sends the child off to school.”

Says Hansa Research managing director Ashok Das, “We are happy to be awarded with the IRS contract for the next three years. It allows us the opportunity to innovate and in turn raise the benefits for those utilising the research.”

MRUC intends to release the IRS on a quarterly basis beginning 2010 on a half-yearly format.

Says MRUC general secretary Sabina Solomon, “MRUC has always believed in continuous product improvement. Sensing this need, we have decided to go for quarterly reporting from 2010.”

With an annual sample size exceeding 250,000 household interviews, IRS‘ prime objective is to collect readership information from a cross-section of individuals. It also captures information on television and cinema viewing habits, radio listening habits, internet usage and FMCG products – usage, consumption and durable ownership amongst households.

The Indian Readership Survey (IRS) and the National Readership Survey (NRS) have decided to merge, according to the two organisations that used to conduct these research studies independently.

“The brief was to reinvent the brand while retaining its original proposition of taste and trust and adding the health dimension to it.

“The TVC campaign built around ‘Husbands Choice‘ is a great way to communicate with our target audience, that Dalda oils are not only healthy but at the same time help prepare food without compromising on taste,” says Saints & Warriors chairman Pushpinder Singh.

Bunge India recently unveiled a new logo and product proposition for its ‘Dalda‘ brand in a bid to connect with younger consumers.

Starting off with a client base of seven, the new unit will be headed by LMG COO N P Sathyamurthy as chief executive officer while Lintas Media Group chairman and CEO Lynn de Souza will be responsible for the overall KI business.

Some of the businesses that have already moved under KI are Samsonite, Revlon, Austrian Airways, Qatar Airways, Computer Associates, Sharp Electronics, Four Seasons and Geodesic.

Said Lynn de Souza, “The thought process behind launching another media service agency brand, in addition to Lintas Media Group, was very clear to us. We have a large and strong base of home grown blue chip businesses. We now need to expand our offering to clients who work with a global template. Though not key to the character of KI, this does help avoid conflict that global businesses may have with our legacy accounts.”

Coinciding with the festive season, the campaign has been launched across the country for Suzuki GS150R, the new 150cc motorcycle from the Suzuki stable.

The offer revolves around tattoos- the current craze of the youth who are Suzuki‘s target group (TG). With every purchase of Suzuki GS150R, customers are given a specially designed ‘Drive Me Crazy‘ stick on tattoo which also contains an assured gift.

Said RK Swamy BBDO partner Sunil Kukreti,”Keeping in tune with the brand‘s tagline ‘Drive Me Crazy‘ we knew we had to come up with something that would excite today‘s youth and bring out a cult like feeling.

“After a lot of research, we zeroed in on tattoos which are in vogue from college students to Hollywood stars.”

The campaign will be supported by print advertisements, TV commercials and radio spots created by RK Swamy BBDO – Delhi.

Said Lifestyle chief marketing manager Shankar Suryanarayan, “Our groups annual ad spends in India are about Rs 200 million to Rs 220 million. Almost 90 per cent of our ad spends are on print. For the anniversary celebrations, we will launch a television commercial that will run on channels including English and Hindi news channels and music and regional channels like Sun TV, Udaya and Gemini.”

“Over the next 99 days, we have planned media spends worth Rs 35 million for brand building and customer offers and rewards that we have announced,” added Suryanarayan.

Currently, Lifestyle has 15 stores and nine Home Center (a two year old sub brand) stores in India. It plans to add nine-ten Lifestyle stores and two-three Home Center stores over the next 12 months on the way to a total store count of 44 by fiscal 2011-12 and has set aside capex of about Rs 4.5 billion for this.

MUMBAI: Out-of-Home Media (OOH) that specialises in out-of-home television advertising in India, is foraying into the healthcare and pharma segment.

To begin with, the company has tied up with various hospitals in cities such as Mumbai, Delhi, Kolkata, Lucknow and Bangalore to install over 200 screens at the prime locations of the hospitals.

Consim Info is the top advertiser in the personal or matrimonial sector (in terms of number of campaigns) accounting for more than half of the advertising activity in this sector during Jun-August this year. In the travel sector, MakeMytrip is the category leader, contributing 23 per cent to the total online ad activity in the sector. Education is the third most advertised sector in the online space, led by Amity University (14 per cent).

Said The Nielsen Company associate director – online division Karthik Nagarajan, “Display advertising is expected to substantially expand in India, as internet penetration accelerates and given the substantially lower costs involved in advertising online. It is an industry that has seen rapid growth in the past couple of years and has the potential to give traditional forms of advertising a run for their money. Keeping tabs on ad spending and campaigns in this space, it is definitely going to help marketers plan their strategies accordingly.”

In terms of number of campaigns, the top two advertisers are Consim and People Interactive – both predominantly advertising for their matrimonial/personals business. Consim accounts for eight per cent of the total number of campaigns during June-August 2009 and People Interactive accounts for four per cent. Info Edge is the third biggest player (three per cent) advertising mainly for their employment business.

According to the Nielsen Online AdRelevance report, Times Internet, Yahoo and Sify were among the leading publishers for online display advertising in India. 24 per cent of all online campaigns during June-August 2009 included Times Internet properties. For Yahoo, that number was 21 per cent.

The size of the account is estimated to be in the region of Rs 2 billion.

Leaving aside television, the remaining media business for Aircel will rest with Starcom Worldwide.

Aircel is present in 17 telecom circles (including Assam, Bihar, Himachal Pradesh, Jammu & Kashmir, Kerala, North East, Orissa, Tamil Nadu, Karnataka, West Bengal and Delhi). Also, with licenses secured for the remaining 10 of the 23 telecom circles, the company plans to become a pan-India operator by 2009-end.