ITV

Category: AD Agencies

  • Himalaya launches campaign for its lip care product

    Himalaya launches campaign for its lip care product

    MUMBAI: Winters are here and cosmetic companies are leaving no stone unturned to make the most of the weather.

    Himalaya has launched a series of three television commercials for the natural intensive lip balm. With humour as a backdrop, the advertisement campaign highlights the brand message – ‘Healthy lips make great conversations.’

    The campaign is conceptualised by KarishmaLintas and directed by Rahul Sengupta. Team KarishmaLintas said, “Humour has been our primary ingredient in this advertisement to connect with the youth and share the message that soft and beautiful lips lead to healthy conversations. The idea came by asking “what do people do with healthy lips?” Is it just a healthy smile or a whole lot of talking! With this idea in mind we came with the message “use a Himalaya lip balm taaki baatein sookh na jaye (don’t let your conversations run dry).”

    In all the three commercials, the TVC takes a humorous angle where it shows two friends, one who tends to get into trouble a lot and the other who cannot stop her due to her dry lips. It conveys the product benefit in a witty manner.

    On the campaign, Himalaya consumer products division business head Rajesh Krishnamurthy said, “The new lip care TVC uses a humorous situation to bring out the functional benefit of using a lip balm regularly. Dry lips are a common problem and we all have faced it sometime or the other. We wanted to build on the fact that healthy conversions are the key to healthy relationships. The message our TVC conveys is ‘don’t let your conversations run dry because of chapped lips.”

  • DDB Mudra releases Youth Report 2013

    DDB Mudra releases Youth Report 2013

    MUMBAI: DDB Mudra Group has released its maiden Youth Report themed on “Beauty Money Sex Love Faith Substance”, the six entities which most acutely influence the choices and aspirations of urban young Indians.

    “Our role has been to merely curate the content so as to ensure the insights are raw and relevant. We have further ensured the focus is on the core thought process that goes behind brand decisions which is more sustained so that the data can be of use to marketers while developing their communication” explains DDB Mudra Group chief operating officer Pratap Bose.

    The report, unlike any other, has been collated by a panel of 40 college students, who themselves are a part of the TG, across five major cities including Mumbai, New Delhi, Bangalore, Chennai and Kolkata.

    “This report also features our six mindset archetypes, a proprietary tool we use to cut through conventional SECs to better understand youth buying behavior given the diversity and continuous evolution of this TG,” adds the agency’s chief youth marketer Samyak Chakrabarty.

    Click here for complete report

  • TBWA India is Cigna TTK Health Insurance’s creative agency

    TBWA India is Cigna TTK Health Insurance’s creative agency

    MUMBAI: TBWA India has been appointed by Cigna TTK Health Insurance – a joint venture between US health service giant Cigna Corporation and Indian conglomerate TTK Group – as its creative agency.

    TBWA India group CEO Shiv Sethuraman said: “This is a very significant win for us because Cigna TTK represents the coming together of two very prestigious and successful names. Equally, the health insurance category is a challenging and fast growing category where Disruptive thinking will be necessary to carve a place for Cigna TTK. We look forward to building the brand in India”.

    On zeroing in on the agency, Cigna TTK Health Insurance chief marketing officer Gaurav Rajput said: “We were impressed with TBWA’s strategic thought and insightful creative work during the pitch. We’re confident that Cigna’s global expertise in health services along with the trust and credibility of the TTK group will help us create a compelling brand proposition. We look forward to partnering with TBWA in Cigna TTK’s brand journey in India.”

    Cigna operates internationally in 30 countries and jurisdictions with more than 80 million customer relationships worldwide.TTK functions across India with a reputation built across eight decades for quality consumer products and services, the three letters in ‘TTK’ represents the corporate philosophy of the group – trust, transparency and knowledge.

  • DDB Mudra south brightens up Peter England

    DDB Mudra south brightens up Peter England

    MUMBAI: Peter England, the apparel brand of Madura Fashion & Lifestyle has launched a new campaign which features Siddharth in colourful denims and smart young formals and is aimed at the late university youth and early jobbers.

    The campaign was mounted on the insight that today’s youth thinks formal wear stands for boring office clothing. Given this context Peter England wanted to tell them that office wear can also be exciting and expressive. So the campaign idea was simple – ‘Brighten up’ in office with the new line of young formals from Peter England.

    DDB Mudra south strategic planning VP Rajesh Sharma said “Youngsters these days do not want to conform to existing codes, even if they are early jobbers in workplaces. It’s not about ‘rebelling’ but about the belief in ‘expressing’ themselves. The young formals campaign is a celebration of this spirit. The idea on the PE jeans campaign is to tie up the product innovation to something deeper and meaningful about the youth of today. The campaign has been executed with appealing non-office colours and off-the-trodden-path ensembles.  The campaign was shot with Siddharth, who’s been Peter England’s brand ambassador for the past three years.”

    Peter England’s jeans business has taken different route in this segment with innovation in the product. The innovation story has been a recurring theme for the brand. The objective this season was to take the innovation story forward and to bring out the functional features of the product. 

    Peter England chief operating officer Kedar Apshankar said, “Formals has always been considered to be ‘boring/conformist’ by the younger generation today. The challenge was to, catch their imagination by portraying “formals” in a new light. This campaign is a significant step in that direction. Denim has a very crowded brand landscape, with multitude of brands positioned across various platforms. PE Jeans, in this context is attempting to carve out its own niche by focusing its offering on meaningful consumer benefits and a communication which provides an inescapable focus on the merchandise and the much needed cut-through in the cluttered ad-space.”

    For both young formals and PE Jeans, print & OOH campaign have been created and released across all major markets in India.

    On the new segment, DDB Mudra south creative director Ajesh N said, “What one wears has a great influence on one’s mood and how one performs in office. Peter England’s young formals collection reflects the youthful spirit through vibrant colours and young cuts. Clothes make the work atmosphere lively and brightens you up.  That is precisely what we tried to capture in the campaign.”

    Added, the agency’s creative director Saurabh Doke said, “Simplicity and fashion always goes hand in hand. In today’s cluttered ‘wallpaper fashion advertising’ especially where every other denim brand uses the grunge look to showcase denim attitude, the new PE Denim campaign stands out. Perfect balance between product innovations and core brand values.”

  • LinOpinion GolinHarris wins mandate for Tata MF

    LinOpinion GolinHarris wins mandate for Tata MF

    MUMBAI: LinOpinion GolinHarris, a public relations consultancy and the PR division of Lowe Lintas India, has announced that it has won the mandate for Tata Mutual Fund. The deal will further strengthen its finance practice. 

    LinOpinion GolinHarris president and Lowe Lintas & Partners executive VP Kavita Lakhani says, “We are very proud to partner with this prestigious brand.  We have in the past, and currently worked with some of the best brands in the finance practice and are delighted to add Tata Mutual Fund to our list of clients. Post our partnership with GolinHarris, we continue to enhance our product and deliver PR strategies with greater focus on quality and measurable results. We look forward to doing some noteworthy work for both these brands in the years to come.”

    The agency’s past and current experience includes campaigns for JP Morgan AMC, Principal AMC, Principal Retirement Advisors, Financial Planning Standards Board, National Bank of Australia, IDFC AMC when it was Standard Chartered AMC, Standard Chartered Bank, Standard Chartered Private Equity, Taurus MF, Religare Group, Department of Sales Tax, among others.

  • Kolkata advertisement industry cashes in on Sachin frenzy

    Kolkata advertisement industry cashes in on Sachin frenzy

    KOLKATA: As Sachin Tendulakar got ready to draw the curtains on his glorious international Test cricket career of 24-years, the fervor started building up. And the people who gained the most from this fan frenzy are the advertisers in the City of Joy, who have increased the ad rates by approximately 30 per cent according to analysts.

    Interestingly, companies like Allahabad Bank, Century Ply, Exide, Hero, Rupa, Pincon, Ultra Tech Cement among others didn’t have an issue to cough up extra for the cricketer’s 199th match that kicked off at the Eden Garden on Wednesday.
    According to sources, Kolkata-based advertising company Sporting Frontier has charged around Rs 30 lakh for a package that includes two billboards and site-screen.

    “Advertisers did not mind in coughing up the extra amount being demanded,” said analysts, who think that the interest of the advertising fraternity around the event has been really high.

    Arun Sign Service director Ashif Kumar Biswas, said that it may be not be a very good time for the advertising industry but since the viewership has shot up drastically, companies are ready to spend extra. “However, ad rates are generally higher for cricket matches,” he added.

    And it’s not just the advertisers, many others too have benefitted from this interest-driven event. Arun Sign Service signed a deal with the Kolkata Police and the Cricket Association of Bengal to put up directional and way-finding signage and road direction campaign in and around Eden Gardens.

    Sources have confirmed that for the 50 signage that the company has put up, they have charged Rs 20 lakhs.

    Since the analysts believe that Sachin’s last competitive Test match in Kolkata has the same appeal as a world cup match with India in the finals, advertisers in Kolkata have not negotiated much. It seems when it comes to Sachin, money isn’t a big concern

    Biswas recalls the condition of Out of Home advertising in Kolkata a few months ago. Most of the billboards were just white spaces with telephone numbers, he said. “The advertising industry suffered because of the subdued economy. Usually, with the onset of the festive season, Kolkata’s advertising business awaits new opportunities. But it wasn’t the same this year,” said Biswas, also bringing to fore how as compared to last year, the clients this time reduced their ad spends by more than 40 per cent because of weak economy.

  • Kolkata advertisement industry cashes in on Sachin frenzy

    Kolkata advertisement industry cashes in on Sachin frenzy

    KOLKATA: As Sachin Tendulakar got ready to draw the curtains on his glorious international Test cricket career of 24-years, the fervor started building up. And the people who gained the most from this fan frenzy are the advertisers in the City of Joy, who have increased the ad rates by approximately 30 per cent according to analysts.

    Interestingly, companies like Allahabad Bank, Century Ply, Exide, Hero, Rupa, Pincon, Ultra Tech Cement among others didn’t have an issue to cough up extra for the cricketer’s 199th match that kicked off at the Eden Garden on Wednesday.
    According to sources, Kolkata-based advertising company Sporting Frontier has charged around Rs 30 lakh for a package that includes two billboards and site-screen.

    “Advertisers did not mind in coughing up the extra amount being demanded,” said analysts, who think that the interest of the advertising fraternity around the event has been really high.

    Arun Sign Service director Ashif Kumar Biswas, said that it may be not be a very good time for the advertising industry but since the viewership has shot up drastically, companies are ready to spend extra. “However, ad rates are generally higher for cricket matches,” he added.

    And it’s not just the advertisers, many others too have benefitted from this interest-driven event. Arun Sign Service signed a deal with the Kolkata Police and the Cricket Association of Bengal to put up directional and way-finding signage and road direction campaign in and around Eden Gardens.

    Sources have confirmed that for the 50 signage that the company has put up, they have charged Rs 20 lakhs.

    Since the analysts believe that Sachin’s last competitive Test match in Kolkata has the same appeal as a world cup match with India in the finals, advertisers in Kolkata have not negotiated much. It seems when it comes to Sachin, money isn’t a big concern

    Biswas recalls the condition of Out of Home advertising in Kolkata a few months ago. Most of the billboards were just white spaces with telephone numbers, he said. “The advertising industry suffered because of the subdued economy. Usually, with the onset of the festive season, Kolkata’s advertising business awaits new opportunities. But it wasn’t the same this year,” said Biswas, also bringing to fore how as compared to last year, the clients this time reduced their ad spends by more than 40 per cent because of weak economy.

  • Old Spice deo ‘Smell Mantastic’ campaign for another 8 weeks

    Old Spice deo ‘Smell Mantastic’ campaign for another 8 weeks

    BENGALURU: Old Spice is one of the few brands that most Indians have grown up with. Procter and Gamble India (P&G) recently added a line of deodorants to the brand that has essentially been associated with shaving until now.  

    An online campaign ‘Smell Mantastic’, starting with what P&G calls the ‘North video’ created by Old Spice’s global creative agency Wieden+Kenedy starring model and marathoner and Old Spice’s Indian face Milind Soman, that was launched on 15 October has already garnered 20 lakh (2 million) views on YouTube.  

    Subsequently, an ‘East Video’ was launched in Kolkata that has been followed by a ‘South Video’ in Bengaluru today. P&G says that both the East and South videos have had over nine lakh views already. Another video – the ‘West Video’ is slated for launch somewhere around 19 November. In the Old Spice videos, Soman has donned different avatars of an Indian man across geographies.

    “This campaign will continue for the next two months,” revealed a source at P&G
    A fifteen second TVC is also being aired on niche channels such as HBO and the Star Network’s movie channels amongst others. Tomorrow, a radio chat with Soman will be aired in Mumbai on Radio One informed the source.

    Sonman with Vidyut Jammwal unveiled the Old Spice deo range in New Delhi, in Kolkata the range was unveiled by Soman and Rahul Bose and in Bengaluru, P&G had Soman and Diganth on the stage for the unveiling. “We have not yet decided on the person who will be unveiling the range with Soman in Mumbai on 19 November as yet,” revealed the source further.
    MediaCom handles the conventional media buying duties, while Interface Business Solutions (IBS) handles the online media duties for P&G’s Old Spice brand.

  • The puzzling case of TRAI’s ad cap

    The puzzling case of TRAI’s ad cap

    MUMBAI: The Telecom Regulatory Authority of India (TRAI) found some unlikely supporters on the ad cap issue last week. On the one hand, Zee Entertainment, Star India and Viacom18 approached the Telecom Disputes Settlement and Appellate Tribunal (TDSAT) saying that they were in favour of a limit to how much advertising should be allowed per hour and that they would like to become respondents to the cases filed by other broadcasters. Among these figure the News Broadcasters Association (NBA), regional and music channels all of whom have been opposing the regulation and have sought relief from the tribunal. The other supporter of the ad cap is an NGO called MediaWatch which said the ad cap should be extended to cable TV also and that TRAI should also ensure that broadcasters don’t cross the line on audio levels of commercials and also specialised ad formats on the TV screen.

    Though the intervention filed by Zee, Star India and Viacom18 was rejected in the hearing that took place on 31 October, the tribunal has asked the networks to file a separate application, which would be heard only after the main case filed by NBA, music and regional channels, the next court hearing for which is 11 November.

    “Well! We had filed for an intervention which was postponed,” is what Star India president and general counsel – legal and regulatory affairs Deepak Jacob said when Indiantelevision.com contacted him to enquire more about the case. However, he refused to divulge any more on the matter.

    The three mainline Hindi GECs have been following the 10+2 ad cap regulation since 1 October, which was the deadline set by TRAI.

    Industry watchers are asking what is it that made the three networks come out so blatantly in support of the ad cap when fourth network Sony Entertainment has not been following the TRAI diktat at all?

    “They are in a position of strength as they have a tremendous share of viewer eyeballs,” says a media observer. “Hence, they can afford to take a hard stance in favour of the ad cap. Their belief is that advertisers have no alternative but to advertise on their channels. Their following the ad cap allowed them to jack up air time rates which more than made up for the drop in inventory. They would ideally like the status quo of lower advertising time to continue as it has benefited them and will continue to benefit them because paucity will result in better yields and rates.”

    Another media observer believes that the approaches that the leading GECs have taken will add to the chaos and confusion. “The TV broadcast industry seems to have learnt very well how to stall any disruptive regulatory changes,” says a media planner laughingly. “You have several opposing and pro-voices speaking up at the same time which tends to lead to policy paralysis.”

    She elaborates: “On the one side, the advertisers, agencies, news broadcasters, music channels and niche channels are against the TRAI ad cap. One of the major networks are also opposing it; while the other three are showing that they want it. It will be tough for anyone to decide which direction should things move. If the ad cap is on – in an election year – the news channels will take umbrage and the government cannot afford to have a negative fallout in an election year. If the ad cap is stalled for a while, that is good for everyone: the leading GECs have already got rate hikes of some sort; Sony can join in and hike rates and finally the news channels will not be faced with shriveling air time revenues. So they will be happy.”

    “We are also taking a leadership position by complying with the TRAI regulations,” says an executive with one of the three networks. “We believe the time for change on TV advertising is now and hence are supporting it.”

    What move will the telecom industry’s conscience – the TDSAT – and the regulator – TRAI- make next? Our guess is as good as any, but the ad cap game play is surely beginning to resemble a very complicated game of chess.

  • Interbrand appoints global CMO & North American CMO

    MUMBAI: Interbrand, a brand consultancy, has named Graham Hales as its global chief marketing officer and Andrea Sullivan will be the new chief marketing officer of Interbrand North America.

    Hales most recently served as chief executive officer of Interbrand London, while Sullivan served as executive director of client services and was responsible for client services and marketing for Interbrand North America. In their new roles, Hales and Sullivan will work closely to integrate marketing and business development initiatives to drive growth across Interbrand’s global network. Hales and Sullivan will work with regional managing directors to engage new clients while deepening relationships with existing clients, ensuring they continue to benefit from the firm’s strategic and creative offerings and services. 

    As CEO of Interbrand London for the past four years, Hales led key brand engagements with some of the firm’s most high-profile clients, including the BBC, British Airways and Samsung. Under his leadership, Marketing Magazine named Interbrand’s London office Agency of Year in 2011. Hales brings extensive global experience to his new role as Interbrand’s global chief marketing officer. He has helped to oversee the firm’s offices in Amsterdam and Mumbai and has also driven regional business development activity in the Middle East, Turkey and Scandinavia. Prior to serving as Interbrand London’s CEO, Hales was Interbrand’s global chief communications officer. While in that role, he was instrumental in helping to create original content around the firm’s annual ‘Best Global Brands’ report.

    While serving as executive director of client services, Sullivan led the client services and marketing team and co-founded Interbrand’s global corporate citizenship practice. Additionally, she played a pivotal role in developing and promoting Interbrand’s thought leadership on a global scale, having delivered interactive experiences with partners such as the ANA, Cannes, Deloitte, Guggenheim, Harvard, Lyons, MoMA, NYSE, United Nations, World Business Forum and Yale. Sullivan was a founding member of G23, a landmark consultancy comprising top female leadership from within the Omnicom network. G23 was designed to lead Omnicom clients in activating the global female economy.

    “It is a very exciting time in the history of Interbrand,” said Interbrand’s global chief executive officer Jez Frampton. “The promotion of both Graham and Andrea marks the first time that the firm has had two leaders in place to strategically foster and activate a global vision of marketing, communication, and business development. Graham and Andrea have been proven leaders of the business for many years and I congratulate them both on the next chapter of their careers at Interbrand.”