Category: Marketing

Playing on the new tagline “It‘s You!” where Y in the “You” is the Y from “Yahoo”, the campaign has been designed by Ogilvy & Mather, reports Wall Street Journal.

The new campaign focuses on personalisation and also looks at letting existing and new users know as Yahoo can help people navigate all their services and information online. The campaign will also launch the new tools that look at aiding users customise Yahoo products such as Yahoo.com.

Yahoo! will launch the new ad campaign this week in the US and will roll out in the UK over the coming weeks.

Pix organised the ‘Hollywood Pix Your Brain‘ initiative that ran across Mumbai, Delhi, Bangalore, Kolkata, Pune and Hyderabad. The initiative positioned the cities as the place to be for all those who want to test their knowledge on Hollywood movies and trivia.

Says Pix business head Sunder Aaron, “Below-the-line activities are critical to branding for television channels. Pix was the first to launch an on-ground event around Hollywood films, and the aim was to strengthen the association between the channel and Hollywood.”

Aaron adds that among other things the channel is also looking at tie-ups with out of home screens at McDonalds and Café Coffee Day where their promos can run on a continuous basis.

For Zee Studio, a major point of focus this year has been the Shut Up and Watch film Club (Saw) initiative. The activity aims at taking quality cinema to the genuine movie enthusiasts across the country in the unique setting of a bookstore. Therefore, as part of the on-ground move, the channel screens one movie every month for avid film buffs at Oxford Bookstore outlets across the five main metros (Mumbai, Delhi, Kolkata, Bangalore, Chennai).

Studio Nites, on the other hand, are evenings of ‘Karaoke‘, conducted at popular restaurants and clubs celebrating “music from the movies”. Here patrons win prizes from the broadcaster for singing along to movie soundtracks.

For HBO, the key focus of the channel‘s marketing plan has been to bring the movie experience on-ground to create ‘audience engagement‘ through a mix of various media innovations.

Says HBO South Asia country manager Shruti Bajpai, “In past years, we have increased audience interaction with HBO Buzz. This is an HBO initiative to take HBO to the streets. We also created a talk value with Sex And The City pub nights and also did several on ground activities to promote our big upcoming mega blockbusters.”

Supporting this view, UTV World Movies programming head Manasi Sapare notes that the broadcaster has adopted several strategies to create audience interaction beyond television.

Among other things the broadcaster screens 30 movies in eight metros. The venues range from multiplexes to bookstores and coffee shops. It has also partnered with several places including Alliance Française, NCPA, Mocha film club to screen world movies.

“Our UTV World Movies film club has already amassed 600,000 ardent cinema lovers across the country. We do activities here that include film appreciation classes, and know more about the director sessions on a regular basis,” says Sapare.

Talking about WB fro the Turner stable and the latest addition to the genre, the channel conducted a marketing campaign supporting its launch that efficiently exploited the OOH as a media vehicle.

Turner International India vice president and deputy general manager – entertainment networks, South Asia Monica Tata explains that the campaign was targetted at Hollywood aficionados and was designed to evoke curiosity amongst the ardent Hollywood followers as it interweaved iconic dialogues and memorable moments of Warner Bros‘ films. The point was to instantaneously resonate and leave the audiences asking for more.

“Indoor branding renditions were put up in leading multiplexes and other vantage points across key metros,” she elaborates.

Tata records that the campaign covered 50,000 sq.ft hoarding space, 20 million banner impressions and engagement at coffee shops, multiplex chains, DVD rental services, book stores, health clubs, branded lounges amongst others.

Furthermore, when it comes to marketing, new media also has a significant role to play notes Bajpai. “With online social networking emerging as the newest platform, we‘ve also focussed on engaging and interacting with the viewers with our pages on Facebook and Twitter. Recently, our innovative Facebook activity for the latest HBO Original series True Blood, was a huge talking point with our viewers.”

The TVC looks at re-establishing and maintaining the product‘s brand positioning as ‘‘macho‘ in the two wheeler market.

Crafted by DraftFCB+Ulka, the TVC is being aired across all news and entertainment channels.

Pinder‘s speech at this year‘s conference, playing on the theme Rethinking your Business, will be on ‘Contagious Ideas that Change the Conversation‘.

He says, “Content providers’ expertise is centred on their own products and properties. Advertising agencies are aggregators and overviewers and need people to create ideas without having to worry about how to produce them. It is time for us to get to know each other and change the conversation between us, just as we must for our clients’ brands.”

Adds Reed Midem acting television division director Laurine Garaude, “All of the distribution solutions, whether they are traditional or digital, will increasingly need a strong advertising partner in order to succeed in a cross-platform world and advertising agencies need to find new ways of reaching their brands’ consumers. An eminent expert in the advertising world, Richard Pinder will share his experience and vision with Mipcom delegates and we are thrilled to welcome him.”

Added Reed Midem acting television division director Laurine Garaude, “All of the distribution solutions, whether they are traditional or digital, will increasingly need a strong advertising partner in order to succeed in a cross-platform world and advertising agencies need to find new ways of reaching their brands’ consumers. An eminent expert in the advertising world, Richard Pinder will share his experience and vision with Mipcom delegates and we are thrilled to welcome him.”

Richard Pinder stepped up to take sole leadership of the Publicis global network in May 2009. He is a member of Publicis Groupe’s P12 Management Board and reports directly to Publicis Groupe chairman and CEO Maurice Lévy. He was appointed Publicis Worldwide COO in October 2006 and has been part of Publicis Groupe since its acquisition of Bcom3 in 2002.

Says Scandic Food India CEO and MD P. T. Gopal, “Scandic has 57 years of expertise in developing innovative food products and is putting in a concerted effort at expanding the business in India by introducing new and innovative products.

“Like our other products, we are sure that Sil beverages will deliver its promise of 100 per cent taste and an equal amount of fun to our consumers and give them yet another best-in-quality products that Sil has always been identified with.”

The market size is pegged at Rs 11 billion and is growing annually at 30 per cent.

Among advertisers, the new board of governors includes Procter & Gamble Hygiene & Health Care MD Shantanu Khosla, Johnson & Johnson MD Narendra Ambwani and Hindustan Unilever executive director home and personal care Gopal Vittal.

From among the agencies, members of board of governors include Mudra Communications MD and CEO Madhukar Kamath, Leo Burnett

chairman and CEO Arvind Sharma and RK Swamy BBDO chairman and MD Srinivasan Swamy.

Tata Sky MD & CEO Vikram Kaushik, TV Today CEO and executive director G Krishnan, Bennett Coleman & Co Ltd executive president Bhaskar Das and Eenadu director I. Venkat are the new board of governors from the Media.

With the launch on 19 October, ads will be inserted in the channel. Sales will be managed by BBC Worldwide Asia’s advertising sales team based in Singapore, whose sales portfolio already includes BBC World News, BBC.com and BBC mobile.

With the addition of BBC Knowledge, advertisers will be able to target professionals, managers, executives and business people, through a combination of traditional advertising spots and creative solutions tailored to the client’s needs.

BBC Worldwide Channels Asia VP sales – Asia and Australasia Sunita Rajan said, “Viewers have responded really well to BBC Knowledge in the region. With its unique mix of premium factual entertainment from one of the world’s largest and most reputable documentary producers, the BBC, BBC Knowledge offers an attractive environment for advertisers to reach an upscale audience.”

BBC Knowledge showcases BBC’s factual and documentary programmes. The channel, where facts are made fascinating and the truth is as entertaining as fiction, offers viewers five key programming strands: The World allows viewers to delve into new cultures and the world around them with entertaining adventurers and explorers; Science and Technology invites viewers to explore new frontiers, from space to motoring and everything in between; the People strand explores the fascinating aspects of the human body and mind; in The Past, witness historical events, places and people brought spectacularly to life; and the business strand explores what it takes to stay on top in today’s challenging business world.

Viewers of BBC Knowledge can watch programmes like Top Gear, the Bafta and multi-NTA and Emmy Award-winning BBC motoring entertainment programme watched by over 150 million households in more than 100 countries. This month, viewers can also enjoy the channel premiere of Earth – The Power of the Planet, a comprehensive history of the life story of our planet, how it works, and what makes it so special. The series uses the latest in specialist imaging, and compelling narrative to give viewers a ringside seat to witness great natural events, including the inside of a hurricane, a lava dome growing inside a volcano, Antarctica without its ice, and ancient river beds in the Sahara desert.

October will see BBC Knowledge premier The Story of India, which is an expedition with historian Michael Wood through today‘s India, looking to the present for clues to her past, and to the past for clues to her future.

In addition, BBC Knowledge offers a business strand where viewers can find out what it takes to stay on top in today’s challenging business world. Series featured in this ‘On the Money’ strand on Monday nights include The Apprentice (UK), Dragon’s Den and Secret Millionaire.

There is currently one pan-Asian feed for BBC Knowledge. In Singapore and Hong Kong, the channel is fully subtitled in Chinese. In Indonesia, it is subtitled in Bahasa Indonesia.

MUMBAI: Six Inches Communications, an integrated marketing communications

agency, has bagged the creative duties for ‘HairXpreso‘, a retail compact salon venture initiated by Jawed Habib.

Targeting to build 100 centers by year-end, Jawed Habib has appointed the agency for generating brand awareness through its offerings with a focus on print and television advertising, below-the-line and online activities.

As per the bipartite arrangement, License India will help the company identify manufacturers and retailers for selling Pepsi merchandise in India through a licensing route.

The company will set up exclusive concept stores to market its products. The range will include T-shirts, eye gears and bicycles. The products are expected to hit the Indian shores within six months.

Targeted at the 17-35 age group, the merchandise will range from Rs 400 to Rs 1000 and above. In India, the company will sell the branded merchandise for Pepsi, 7Up, Mountain Dew, Diet Pepsi and Diet Mountain Dew.

The TVC is centred on how Bajaj Appliances allow homemakers do everything quickly and the entire family acknowledges and appreciates her contribution by elevating her to the status of a ‘rockstar mommy‘.

Leo Burnett chairman Indian sub continent Arvind Sharma, “The new stance on home appliances is quite different from what‘s been done before, both on the brand and in the category. I believe that differentiated positioning and clutter-breaking execution will bring in rich dividends for them.“