Category: Marketing

The three-month campaign will be held across Delhi, Mumbai, Bangalore, Hyderabad and Kolkata in 25 corporate parks and is aimed at informing and engaging consumers about Samsung‘s extensive range of touch phones in three phone categories – style, multimedia and business.

Said Hansa Events & Activation national head Dipankar Chakraborty, “We knew we wanted to engage the target group at different levels. We carefully selected the locations and strategised the core thought of the activation, and then went further and decided to engage with the target even at their workplaces through direct marketing, special demonstrations for the CEOs and postering.”

The TVC has been conceptualised by Draft FCB Ulka. “Anacin is an iconic brand with great brand equity. We developed a simple clutter-breaking communication which connects with the consumer,” said Draftfcb Ulka healthcare and interactive VP Satish Ramchandran.

Playing on the theme ‘Sardard ka full stop‘, the TVC shows Madhavan at a film shoot with a splitting headache. He is approached by a TV journalist on his way back to the green room where the actor shares that he is suffering from a major headache and asks for an Anacin. After the journalist offers him one, Madhavan is quickly back to his energetic self and gives a great interview before resuming the shoot.

“Draft FCB Ulka gave us one of the fastest turnaround in terms of packaging, communication and collateral giving us a good event management company for a very successful launch communication,” said Wyeth Consumer Healthcare group product manager Jaijee Verghese.

Said Dabur India head – hair oil category Ajay Motwani, “The rural Indian woman is changing and so are her aspirations and beauty needs. In order to meet these evolving needs, ‘Dabur Amla Hair Oil‘ has undergone a facelift that makes the brand more youthful, contemporary and in sync with today‘s consumer.”

The new look with its brand ambassador, Rani Mukerji, on the front label infuses a youthful appeal.

To further deepen the brand‘s penetration in rural pockets, Dabur India has rolled out low-priced packs of the hair oil. While the sachet is priced at Re 1, the 25 ml pack is priced at Rs 10.

Additionally, the company has also expanded its consumer initiative by rolling out a rural beauty pageant. Christened Dabur Amla ‘Banke Dikhao Rani‘, the contest will run across 52 districts in three states including Uttar Pradesh, Madhya Pradesh and Bihar covering 2,000 villages.

Added Motwani, “Dabur Amla Hair Oil has always been associated with beauty and has been known as the key behind strong, long and beautiful hair. We are now taking Dabur Amla‘s association with beauty a step further with this rural beauty pageant that also seeks to empower women in rural India.”

The contest would be judged by local elders, panchayat and women opinion leaders of each village.

Hosted by Jamie Yeo and new face Henry Golding, the show offers football humour and entertainment. New segments of the show will include Jamie’s Wag School, Desperate Footballers.

Viewers will also be treated to football gossip on Football Shots and Henry’s Horror-scope, which takes a morbid look at famous footballers celebrating their birthdays.

Castrol regional marketing director for Asia and Pacific Lubricants AS Ramchander said, “We are delighted to be the title sponsor for Castrol Football Crazy. As the official FIFA World Cup Sponsor till 2014 in Brazil, we are gearing up for next year’s tournament in South Africa by building our association with the Beautiful Game. We are confident that Castrol Football Crazy is the ideal broadcast platform to communication to football fans and to strengthen our brand’s association with football.”

In addition to commercials and on-air billboard branding, Castrol will get customised content on the show to tie in with their World Cup assets such as Castrol Ultimate Player where hosts play football gods every week to put together the anatomy of the perfect footballer and Castrol Index, an analysis of the best, and worst, movers and shakers in world football.

ESS senior VP, advertising and digital media sales Charles Less says, “We’re excited to have Castrol onboard as the title sponsor for Football Crazy. This is classic example of a well-executed creative that is customised for a client in terms of content relevance and presentation. Engaging the viewer remains top priority but leveraging on Castrol World Cup Assets and integrating them as part of the football content is also essential for success to be realised by all parties.”

As a result, 14 media companies and advertisers have come together to form the Council for Innovative Media Measurement to pursue finer methods to measure and track the change in this media metrics.

Referring to the fact that the new measurement system will not pose a threat to Nielsen Co‘s rating methods, members of the Council said that the consortium will look at identifying new methods of measurement and fund research that anyone can adopt.

Span Communications, which mainly services government clients, snatched the business from incumbent agency Ogilvy. Span’s sibling agency On Ads takes care of private sector accounts.

As India Post is facing competition from private couriers, Span’s task will be to change the image and appeal to the youth.

Faced with the challenge of promoting 100 per cent literacy in the country, the communication will target six million teachers who will participate in the three-year mission. The directorate will be spending around Rs 2 billion on the multimedia contact programmes.

Percept/H will be heavy on BTL, but also use television and print media vehicles. For reaching out to the poorest of the poor, Percept will use local media including theatre groups.

TSA (India) director – sales & marketing Tuhin Mishra told Indiantelevision.com, “This is a multi-million dollar, three-year deal. The popularity of football in India is being on the upswing and Churchill Brothers Sports Club offers a perfect platform for Musli Power X-tra to leverage its brand saliency.”

Kunnath Pharmaceuticals, which owns Musli Power brand, has its roots in Kerala, a football crazy state. Through this deal, the company is eyeing to accentuate its brand equity across the country.

Says Kunnath Pharmaceuticals MD KC Abraham, “Musli power is all about power, endurance and aspiration. There is a lot of synergy between the sport and the brand and precisely the reason for Musli Power X-tra’s association with this club. Churchill Brothers have been the most consistent football team in India over the years and this partnership will truly bring the Musli Power product benefits to the fore with each player in the team endorsing it personally and thus amplifying the product benefits to the football aficionados across India.”

Churchill Brothers Sports Club will also be representing India in the AFC club championships in 2009.

“The club is going to play in other Asian countries in the Asian Champions League and these markets outside India are strategically important to the brand’s growth,” Abraham added.

The agency won the account following a multi-agency pitch. “For a service that’s underpinned on the individuality of each customer, reaching them in a manner that is unique and precise would be crucial. ZenithOptimedia understood our approach, and the challenge, and impressed us with their innovations to do this effectively and efficiently,” said Unitech Wireless EVP marketing David Meneghello.

Under the mandate, ZenithOptimedia will develop and implement multi-touch point plan that will support the launch and roll-out of Unitech Wireless‘ telecom services across India. Advertising will break circle by circle, leveraging strong local media availability.

“India is witnessing phenomenal growth in the area of technology and communication and Unitech Wireless have a thought-provoking and progressive communication agenda that completely integrates several opportunities offered by today‘s media environment,” said ZenithOptimedia CEO Ambika Srivastava.

The Ministry of Tourism has earmarked Rs 600 million for its domestic campaign across all media platforms, with its focus on the country’s heritage and natural beauty.

The campaign will have a strong portion of its budget allocated towards television and print.