Category: Marketing

Says Maruti Suzuki chief GM marketing Shashank Srivastava, “To reinstate Wagon R‘s position as leader in its segment, we brought on board a brand ambassador with whom our target group (TG), urban upper middle and middle class families, could connect.”

This is the first time Wagon R has a brand ambassador. “Madhavan is well known across the country and is not divided as a face of the North or the South and this was an important fact which led us to choose him. Additionally, he being a superstar in the South will only add to the brand‘s popularity in the South Indian markets,” avers Srivastava.

Percept/H, a 50:50 joint venture between Percept and Japan-based Hakuhodo, is the creative agency for Wagon R. The new campaign will have the tag line ‘smart ideas lead the world‘.

“A 360 degree campaign will break mid next week. This will include TVC, radio, print, OOH and digital media. Also, we will be doing a lot of on-ground activities,” says Percept/H VP Amitabh Lahiri.

The campaign has been honoured with the ‘GG2 Campaign of the Year‘ award that was presented to India tourist Office, UK and Ireland

director Jagdish Chander. The prize was given away by Cherie Blair, wife of former British Prime Minister Tony, reports PTI.

Launched in 2002, the incredible India campaign is an endeavour to boost tourism in India, which in turn would act as a catalyst for India‘s economic growth.

“The worldwide campaign showcased India as a destination of choice for art aficionados, culture vultures, film buffs and thrill seekers and spa lovers,” the citation said.

The other members of the managing committee are Madison Communications chairman and MD Sam Balsara, Canco Advertising founder Ramesh Narayan, Draftfcb + Ulka executive director and CEO Mumbai MG Parmeshwaran, RK SWAMY BBDO chairman and MD Srinivasan; Star News VP and head of revenue India Avinash Pandey; and as special invitee, Business India MD Pheroza Bilimoria.

Immediate past president Pradeep Guha continues as an ex-officio member of the committee.

IAA is a global network of over 4,000 members through 56 Chapters in 76 countries which champions marketing communications as a force for growth in all free market societies. It believes that advertising revenues ensure an independent, pluralistic, affordable media with competing channels of information for consumers, which are the foundation of democracy itself.

The highlight of the AGM was the presence of a founder member, Roger CB Pereira.

The India Chapter was incorporated in July 1991 to constitute a local Chapter of the global body. The India Chapter has a membership of 169 professionals representing marketing, advertising and the media. The India Chapter also has Young Professional membership for the Next Gen.

Said Zeel chief revenue officer Joy Chakraborthy, “Through this initiative, while HUL will get a huge brand exposure, the channels will receive an advertising premium.”

This is not the first that an advertiser has blocked advertising airtime across a broadcasting network. Earlier, in 2007, Hutch had conducted a network roadblock on Star to introduce its brand change to Vodafone.

Speaking to Indiantelevision.com, Star India advertising and sales EVP Kevin Vaz said, “As per our arrangement with HUL, while the brand advertisement pack will be led by Lifebuoy, the other brands that will also get airtime across the network are Dove, Ponds and Fair & Lovely.”

“We are confident that this roadblock with HUL brands, primarily Lifebuoy, will create as huge an impression in the minds of the customers as it did for Vodafone,” he added.

Currently, the Star Network runs ads of more that 20 HUL brands across its ten channels –Star Plus, Star One, Star Gold, Star Utsav, Star Movies, Star World, Channel [V], Star Jalsha, Star Pravah and Star Vijay.

Commenting on the Star India deal, HUL GM -media services Srikanth Srinivasamadhavan said, “We are pleased to be part of an idea that will exclusively reach us to more than 100 million viewers in India at the same time throughout the day. It is innovative and is expected to bring stronger engagement with consumers.”

Interestingly, channels like Colors and Sony are not signing any such deal.

“The scope for introducing such type of advertising plans will be restricted to only those networks which have reach and a leading GEC in the portfolio,” observes a media analyst.

The Republic won the account following a multi-agency pitch. The pitch was conducted in India via Cricket, the consultancy firm that looks after Harley-Davidson‘s international brand and communication strategy.

Says The Republic CEO and executive creative director Maia Katrak, “We will reach out to Indian riders in ways that reflect their needs. The advertising campaigns are normally defined. We will be employing a strategy that engages directly with customers. The Harley-Davidson India website is the first stage in that process.”

Also, with an aim to strengthen connect between consumer insights and product design, the commercials will play on the tagline, Tumko Dekha Toh Yeh Design Aaya.

“For over 20 years, Onida relied on the devil to give it a brand image and recall,” says Onida VP sales service and marketing Sriram K.

“Today, India is no longer concerned about ‘neighbours envy‘ especially when it comes to durables. The new Onida needs to fit into their lifestyles by understanding their latent needs better and delivering quality products with thoughtfully designed features. This will be the core driver for Onida across its business and marketing processes. The reflection of design and thoughtfulness will be captured in our new brand identity campaign.”

Chattopadhyay (deputy chariman of ABC for 2008-09) takes over from Ch. Kiron, managing director of Ushodaya Enterprises Pvt Ltd, the present Chairman.

Other members in the new Council of Management include Aritra Sarkar of The Telegraph; Ravi Pisharody, President – Commercial Vehicles, Tata Motors and Vikram Sakhuja, CEO, GroupM South Asia.

Announcing the appointment Aegis Media Asia Pacific CEO Patrick Stahle says, “Ashish has very quickly proved that he has the right balance of discipline and vision to further enhance the South East Asia region, under his leadership. The launch of Posterscope India last year is just one example highlighting this.”

He will be responsible for identifying opportunities to launch the division across other countries within the region, enhance the out-of-home capabilities and encourage centres of excellence.

Bhasin joined Aegis Media in June 2008 and ever since has been responsible for launching new services and divisions helping in the growth of the business. His sphere of activity includes markets such as Singapore, Thailand, Indonesia, Philippines, Vietnam and South Asia. He is also a member of the Aegis Media Asia Pacific Executive Council.

Avers Bhasin,”This is a great opportunity and I am looking forward to highlighting the strength of Posterscope in the Asia Pacific and ensure that our clients continue to get the absolute best from our out-of-home offering.”

Posterscope has a presence in 12 cities across India and has 34 new clients.

The size of the account is estimated to be in the region of Rs 80 million.

Says K7 computing executive director John Devasahayam, “We were looking for an integrated communication partner with strategic depth and willingness to think out of the box. The Publicis Ambience team and their philosophy was a perfect fit.”

Adds Publicis Ambience EVP South Kaustav Das, “The conversation right now is all about Virus. This is a fertile territory for us to practice our philosophy of ‘changing conversations‘. We are delighted to be given an opportunity to build the K7 brand in India just when the category is all set to explode.”