Category: Marketing

The size of the deal could not be ascertained. Earlier, Star CJ had given the creative duties to BBH India.

Star is launching a home shopping channel later this year, after obtaining the FIPB (foreign investment promotion board) nod.

Directed by Australia‘s Tim Gibbs, the TVC revolves around young professionals in Blackberry‘s attire walking back from work. They portray a higher sentiment to let go as they are secure individuals.

Targeted at the urban and semi-urban educated man in the age group of 25-35, the TVC‘s concept and storyboard has been crafted by Arms Crestra.

Blackberrys GM Yogesh Tiwari says, “The lifestyle segment lends itself well to a visual medium like TV, where emotions are best captured. This helps in building brands such as Blackberry, which require the ‘intangibles‘ to be made relevant to the target consumer effectively.”

Bunge India MD Adhiraj Sarin says, “It was imperative that with edible oil business being one of our future growth drivers, ‘Dalda‘ needed to re-invent itself for the edible oil consumer.”

Also, the oil variant has introduced a new product range ‘Dalda Husband‘s Choice‘, currently available in Kolkata and Delhi. The product will be rolled out nationally in next few weeks.

“Our extensive consumer research indicated that Indian consumers, though health conscious, believe that they are compromising on taste when it comes to edible
oils. ‘Dalda Husband‘s Choice‘ oils will address this concern,” Sarin adds.

The company has roped in McCann Erickson to help it create this image shift, moving away from its mascot ‘Devil‘ and tag line, ‘Neighbour‘s envy, owner‘s pride‘.

As part of the brand building process, Onida will kick start a cross category campaign from 15 September and will run it till end of next month.

While two-third of the media mix will include television, print and out-of-home, one-third of the promotions will be held across digital platforms.

Says Onida VP for marketing and sales Sriram Krishnamurthy, “As we are rebranding, we are moving towards new platform. Devil, which used to be a symbol of envy, doesn‘t exist any more. With this campaign, simultaneously we are targeting to young generations.”

Also, the channel has planned involvement of the Mumbai‘s firemen. It will be branding the city fire-engines with the slogan “yeh hai asli khatron ke khiladi” followed by a special felicitation of all firemen by the KKK girls.

Colors has tied up with Big Bazaar and Planet M for special contests, while it has used projections of the show name and logo from Borivali to Dadar during the peak evening hours of 6 to 10 pm.

Says Colors marketing head Rameet Arora, “We are going all out with round-the-clock marketing for the show. So in addition to hoardings, bus shelters and bus cantilevers, we had to come up with something that was as exciting as the show in order to get people to pause and take notice.”

The channel has also hired 450 traffic poles across Mumbai with 900 messages spreading awareness about various traffic rules and regulations.

“The idea is to reach out to the viewer directly, to make the reach measurable and quantifiable,” claims Arora.

Among the traditional promotions, the channel had carried out full, front page adverts on at least four major publications across 89 cities each. It has also booked hoardings in more then 70 HSM (Hindi speaking market) cities, while for on-ground activation, KKK vans are placed in 80 cities, wherein people can participate in stunts and win gift hampers.

Colors has already roped in Maruti Suzuki – SX4, Sony Bravia, Suzuki Motorcycles – GS 150R, Parle Agro – Appy fizz Grapo fizz, Samsung Marine, Eureka fobes – Aqua Sure and Hindustan Unilever Ltd- Axe as associate sponsors for the show, apart from Idea which is continuing as presenting sponsor for the second season.

Hero Honda Motors ND, CEO Pawan Munjal says, “Cricket continues to go from strength to strength. Hero Honda has been a catalyst in the growing popularity of the game in India and around the world. We have a cherished history of our association with the ICC.”

Those teams – Australia, England, India, New Zealand, Pakistan, host South Africa, Sri Lanka and the West Indies – have been divided into two pools of four, with the top two from each pool progressing to the semi-finals stage.

The action begins on 22 September with the Proteas in action against Sri Lanka in a day-night encounter at Centurion (the location for the women’s world cup final of 2005) and it will end with a day-night final at the same venue on 5 October.

Crafted by McCann Erickson, the campaign has been directed by Pradeep Sarkar and looks at rediscovering ones true self through the process of painting.

Playing on the tag line “Apke rang. Apki pehchan”, the new communication showcases a married couple whose home is being painted. The couple seems to be angry with each other and with life until they chance upon a flute that they once connected with and then in the course of life, neglected.

As part of its new mandate, Grey will handle the Group‘s corporate, steel and energy business from its Mumbai office. The size of the account is pegged at approximately Rs 300 million.

The business has been heavily contested among the top agencies in the city and the account was awarded to Grey, Mumbai on the basis of sound strategy and interesting creative approach, claims the company.

In an official communiqué, JSW said, “Grey impressed us with the sheer volume and quality of work that reflected their committed approach to the business. The scope of work includes creating a corporate image for the group and ATL and BTL campaigns for the group and different verticals.”