ITV

Category: Media and Advertising

  • IDBI Federal launches OOH campaign to promote Childsurance

    IDBI Federal launches OOH campaign to promote Childsurance

    MUMBAI: IDBI Federal Life Insurance has launched its humorous, yet hard-hitting, outdoor campaign to promote its child plans’ category – Childsurance. The outdoor campaign, which will span across 105 cities and towns, adds a bit of fun element to drive home a point.

     

    Explaining the objective of this campaign, IDBI Federal Life Insurance chief strategy and marketing officer Aneesh Khanna said, “The angry baby photos attract your attention and lead you to an important message – children will not look this cute when they are 18 if their dreams are not fulfilled for lack of financial planning. With the cost of education ballooning year after year, it is important that young parents systematically plan for the future needs of their little ones.”

     

    “The best part about this campaign is that while it gives young parents a gentle nudge, it does that by bringing a smile on their faces. Our insurance solutions for children effectively address most of the concerns related to securing their future. We think it’s a clutter breaking idea and takes a complete departure from regular advertising featuring babies,” Khanna added.

     

    Ogilvy & Mather, Mumbai senior creative directors Amitabh Agnihotri and Sameer Sojwal have designed the campaign.

     

    Agnihotri said, “There couldn’t be a more arresting idea than using babies to grab the attention of young parents. The category of insurance is inundated with emotional appeals, advertising that literally pleas for better financial planning. We were clear that we had to stay away from the clutter and create something absolutely fresh. The most fun part of the campaign was shooting with the babies and getting their cute-angry expressions.”

     

    Sojwal added, “Financial planning for a child’s future is probably the most important message to convey to young parents; dealing with the wrath of a child’s failed future can be a daunting experience. This is the reality of life, but humorously put through the Childsurance campaign.”

     

    Social Street executed the campaign in 105 cities, with more than 900 billboards pan India in Phase I.

     

    Social Street founding partner and chairman, Pratap Bose said, “The Childsurance campaign from IDBI Federal is indeed an intriguing one, as the cute angry babies immediately draw your attention. Large scale formats in the OOH space, enables the imagery of the visual to be disproportionately large, so as to draw attention and drive home the point that your child’s insurance is certainly not something that you can take for granted.’’

  • ZenithOptimedia India appoints Ajit Gurnani as managing partner & branch head, west

    ZenithOptimedia India appoints Ajit Gurnani as managing partner & branch head, west

    MUMBAI: ZenithOptimedia India has roped in Ajit Gurnani as its managing partner and branch head, ZO west.

     

    ZenithOptimedia India managing director Hari Krishnan said, “ZenithOptimedia is making rapid progress in Mumbai especially with its expanding new-age client list such as Faaso’s, Ziffy, TImesaverz and many others yet to be announced. We needed somebody with rich experience and robust background spanning both agency and client side experience. Ajit, with his experience across markets, clients and verticals was best suited for the role. It helps us to strengthen our offer to all our businesses and prospective clients.”

     

    Gurnani added, “I am excited to be part of ZenithOptimedia and really like the agency’s proposition of Live ROI and all the proprietary tools and knowledge they have built around it. I am also excited with their superior offering in digital and performance marketing through Performics, Resultrix and the Business Analytics offering through Ninah. I hope to embrace these at the soonest and apply it to the clients I will be handling.”  

     

    Gurnani has over 18 years of work experience in the fields of media, brand management and marketing. His media exposure has been with advertising agencies like HTA (now Mindshare / JWT), Rediffusion DY&R (TME), Mindshare and MEC on clients like Unilever, Colgate Palmolive, Aditya Birla Group and Mercedes Benz among others.

  • iProspect India takes 200 member team to Goa for half yearly off-site conference

    iProspect India takes 200 member team to Goa for half yearly off-site conference

    MUMBAI: iProspect, the global digital performance agency of the Dentsu Aegis Network recently held their half yearly conference at GOA bringing together a team of over 200 members from its three branches in India, namely Mumbai, Gurgaon and Bangalore. The three day offsite planned towards the end of August was a complete treat to the proud team of iProspect. Employees from the three cities flew on Friday early morning to Goa with their bags packed for 3 days of fun filled activities and to indulge in a platform designed to bring the team shared among three cities under one common roof.

     

    The offsite visit was titled as “Kal Aaj Aur Kal” meaning Yesterday, Today and Tomorrow.” Day one started with the conference premeditated to be the meeting place for employees to interact among the others who they meet in VC’s and talk over phones and e-mails. The conference also covered the half yearly analysis of the company’s growth and the next quarter plans for the team.

     

    “It is an overwhelming moment for me to announce that we have achieved the total profit we shared each year from 2008 to 2013 in the last month of July 2015. I believe its 1% strategy and 99% execution which would have been impossible without my team. I have always tried to strategize the agency on one of my father’s advises. He used to say that I am the rope that joints the clients and my team. If I want to taste success let my clients and my team taste it first. You will be fulfilled only then. I am truly honoured at this situation that I could live up to that expectation.” said Vivek Bhargava, Managing Director of iProspect India while addressing the team at the conference.

     

    The conference followed a Rewards and recognitions event and also a recreational award ceremony for the employees. The best performers were awarded and recognized at the ceremony. The recreational awards and fun activities that followed added to the team spirit that every member of iProspect family possess.

     

    iProspect has numerous employee welfare programs that also include International conferences which involves a 100 plus employees from the company. They also have International Training Programs like Route 500 and NEXTGEN designed for individuals to identify their calibre and accelerate their career to a higher level. Being self-nominated, the program offers unbiased opportunity to every working professional.

  • Catch Garam Masala launches new TVC featuring Vidya Balan

    Catch Garam Masala launches new TVC featuring Vidya Balan

    MUMBAI: Catch Salt and Spices has launched a new TVC for its offering Catch Garam Masala featuring Vidya Balan.

     

    The communication of new TVC has been developed around the core product attribute of taste, freshness and quality. The new communication tagline – ‘Khaney pe 100 per cent attention, Catch Garam masale se’ has been built on the already established positioning of ‘100 per cent Indian women ka match sirf Catch.’

     

    The new TVC illustrates that if you want the family to enjoy ‘Roz Ka Khana,’ it should be made with Catch Garam Masala. The TVC addresses the day to day concern faced by women when family members are not interested in the routine food as it is not exciting enough. The new Catch TVC is clutter breaking in its category focusing, on ‘how to make everyday food, happening.’

     

    The TVC has been created by Everest Brand Solution and directed by filmmaker Pradeep Sarkar of Apocalypso Productions. On the other hand, the still shoot has been done by Dabboo Ratnani.

     

    DS Spiceco associate business head OP Khanduja said, “Brand Catch has always served its customers with outstanding quality and range of products that enables them to connect with the brand. The new TVC relates to the day to day scenario of an Indian household and is conceptualised in a way so that a common man is able to relate to it. Catch has recently shifted its ATL strategy from umbrella branding to being product focused. This new TVC for Catch Garam Masala is second in its series after success of Catch Subzi Masala TVC. A series of more products focused Television commercials are in the pipeline.”

     

    Everest Brand Solutions group chief creative officer Rahul Jauhari added, “Our consistent efforts over the past few years have been to elevate Catch Spices from a being a Spice brand to a partner and solution provider in the housewife’s life. So once again, in this campaign, we picked on a real issue that exists in numerous homes and linked it to the superiority of our spices.”

  • Payback adopts new brand positioning with ‘Nothing is pointless’ campaign

    Payback adopts new brand positioning with ‘Nothing is pointless’ campaign

    MUMBAI: Indian multi-brand loyalty programme Payback has launched a series of strategic initiatives to up its game as a loyalty programme market.

     

    With its aim to revolutionise the way people shop in India, the programme has launched its new campaign with the tagline – Nothing is Pointless, through which shoppers will be rewarded for every transaction they make across categories.

     

    The campaign has been launched on the digital and radio platforms.

     

    Payback India CEO and MD Rahul Rana said, “With our new strategy and brand positioning we are aligning ourselves with the changing global marketplace and our customers’ evolving needs to drive payback program forward. We’re constantly making things better, faster, smarter and more rewarding.”

     

    In order to cater to growing trend of e-commerce and m-commerce, Payback’s new campaign highlights its revamped mobile app, which offers 24X7 marketing solutions to provide a hassle free shopping experience to its consumers at a click of a button.

     

    The brand has also revamped its portal by developing a more interactive interface. The portal enables easy shopping with over one lakh products to choose from. It gives an opportunity to its customers to browse through Payback Infinity, an extensive reward catalog and redeem points against products. It also gives an option to choose to partly pay by cash and points in case short of points.

     

    As part of their new brand position Payback Bingo, their price comparison engine enables its members to compare prices of the products of their choice across leading online shops and buy them at the best price while earning Payback points on every online purchase.

     

    “The new brand thought comes as a logical next step in Payback’s brand evolution journe,” said Payback India CMO Gaurav Khurana.

     

    “While we continue to be committed to making every customer interaction a rewarding experience; this brand thought marries the core Payback product proposition with the evolving customer need for getting more for every transaction. As a part of our strategy, social media has played and will continue to play a significant role for us. We unveiled this campaign with ‘Point Kya Hai’ as pre-launch and then transformed to Nothing is Pointless,” he added.

  • BlueStone appoints Arvind Singhal as chief operating officer

    BlueStone appoints Arvind Singhal as chief operating officer

    MUMBAI: BlueStone has appointed Arvind Singhal as chief operating officer (COO). In his new role, Singhal will be responsible for charting out the growth plans and lead the market on all fronts of brand development, customer acquisition and growing sales and profits. 

     

    “We are quite excited to have Arvind on board. Arvind brings in an expertise, which is quite diverse and he has taken up various portfolios ranging from marketing to overall P&L. He has worked across various industries. His understanding of consumer behaviour and market is one of the best in the industry, which is going to be a great asset for us. As we desire to grow at an accelerated pace, especially for next couple of years, his thought process will surely give strategic direction to individual functions. We are sure that with Arvind coming in, our journey towards attaining our vision will be much smoother,” said BlueStone founder and CEO Gaurav Singh. 

     

    With over 16 years of experience in diverse industries in companies like Asian Paints, Marico Industries, Nokia, Reliance and McDonald’s India, Singhal last served TaxiForSure as CEO.

     

    Singhal added, “I am excited about the huge opportunity Bluestone has in the jewelry market in India, which is over $50 billion and poised to grow at a CAGR of 14 per cent plus. Bluestone brings to consumers a huge selection of contemporary design to choose from and delivered at their doorstep within 48-72 hours.”

  • Lowe Singapore names Ranjit Jathanna as CSO & global planning lead on Lifebuoy

    Lowe Singapore names Ranjit Jathanna as CSO & global planning lead on Lifebuoy

    MUMBAI: Lowe Singapore has welcomed back Ranjit Jathanna to the newly created position of chief strategy officer (CSO) at the agency. 

     

    Jathanna takes up this role in Singapore after two years as chief client officer on the Unilever business at Lowe China.

     

    In his new position, Jathanna will also take the global planning leadership role on the Unilever brand Lifebuoy. As CSO, he will be responsible for the development, capability building, and management of the planning function within the advancing Singapore agency. The role is effective immediately.

     

    Jathanna is no stranger to Lowe Singapore, where he previously held the role of associate global planning director on the Unilever laundry brand platform Dirt is Good. With a career spanning over 16 years and a MBA in marketing, Jathanna has held senior planning roles across the Lowe network – based in India, Dubai, Bangkok, Singapore – as well as the management role in China.

     

    Lowe Asia Pacific regional president Rupen Desai said, “We’re delighted to have Ranjit back in Singapore in a significant management role. He is a superb leader, a brilliant planner and most importantly a great human being; all of which were critical in the search for the agency’s CSO role.”

     

    Jathanna added, “Obviously this is a great opportunity for me professionally. Lifebuoy is an exceptionally powerful brand around the world, and taking up a key management position at a business headquarters like Singapore is both an honour and a challenge.”

  • Airtel Delhi Half Marathon 2015 ropes in Seiko as official ‘Timing Partner’

    Airtel Delhi Half Marathon 2015 ropes in Seiko as official ‘Timing Partner’

    MUMBAI: Sports management and marketing company Procam International has roped in Seiko as the official ‘Timing Partner’ for the Airtel Delhi Half Marathon (ADHM) 2015. This is Seiko’s maiden alliance with the half marathon to be held in Delhi on Sunday, 29 November 2015.

     

    Seiko decided to come onboard for Delhi having sponsored the Standard Chartered Mumbai Marathon 2015 (SCMM 2015) and TCS World 10K 2015. With this partnership, all three events join the ranks of international sporting events such as the Olympics, the Commonwealth Games, the IAAF World Championships in Athletics and the FIFA World Cup, all of whom Seiko has provided its timing technology and served as Official Timer.

     

    Keeping true to the tradition of partnering with major brands globally, Seiko will join a list of partners and sponsors partnering the ADHM, SCMM, and TCS World 10K Bengaluru.

     

    Procam International joint MD Vivek Singh said, “Over the years Seiko has associated with some of the most significant international sporting events and through those associations has built a stellar reputation for itself. Having had them onboard during the Standard Chartered Mumbai Marathon 2015, and TCS World 10K Bengaluru 2015, we are delighted to welcome them to the beautiful city of Delhi for the ADHM, and are also pleased to be our partner of three events in India. We are sure that this is just the beginning of a long-standing association with the world’s leading time-keepers.”

     

    “Our maiden partnership with Procam International for the Standard Chartered Mumbai Marathon 2015 and TCS World 10K Bengaluru 2015 was a success. The run attracted world’s top distance runners and emphasised on the growth of the running revolution in the country, and we hope Delhi is an encore in terms of the enthusiasm as well. As a brand that believes in supporting the growth of sport Seiko is glad to associate with the ADHM 2015, as the event’s Official Timing Partner and we hope to contribute to its success,” added Seiko India president Atsushi Kaneko.

  • Posterscope launches measurement tool Ambit Analyser

    Posterscope launches measurement tool Ambit Analyser

    MUMBAI: In a bid to attract well-thought-through investments into the growing out-of-home (OOH) category of ambient media, Ambient OOH has designed and launched a new path breaking research tool to drive away advertisers’ woes. Ambient OOH, the ambient media agency under Dentsu Aegis Network’s Posterscope umbrella, has invested a substantial amount towards the crafting and development of this new research matrix.

     

    Ambient media is all about capturing captive audiences who spend considerable amount of their leisure time at various active locations such as gyms, coffee shops, multiplexes, clubs, salons and shopping malls. Therefore, in a bid to develop the new tool, Ambient OOH took the help of Dentsu Aegis Network’s proprietary research study – the Outdoor Consumer Survey (OCS) that aided in analysing the target audience touch-points. 

     

    Ambit Analyser will help craft a rationalised multi touch-point plan across more than 24 dwell time locations that house captive audiences. Also, given Ambit Analyser’s system design, the plans can be fashioned within much lesser time and with more accuracy.

     

    As part of the development process of Ambit Analyser, Ambient OOH graded each property across the various touch points on multiple factors including footfalls, trade density, ticket pricing and thus, arrived at a visibility index. The tool has been linked to the OCS, which has a sample size of 12,000+ respondents. It has also incorporated the data for 24 touch-points across metros, mini metros and tier II cities.

      

    Dentsu Aegis Network chairman & CEO South Asia, Posterscope and psLive – Asia Pacific chairman Ashish Bhasin said, “Posterscope’s Ambient OOH has done pioneering work in developing Ambient Analyser. Ambient media is becoming extremely important and has very little research and tools available. So, in keeping with Dentsu Aegis Network’s leadership status in OOH, we felt that the time was right to make this large investment in a proprietary tool, the only one of its kind in India.”

     

    Posterscope Asia Pacific regional director and Posterscope Group managing director Haresh Nayak added, “Ambient OOH is the future and, with the growth of digital and technology in this space, it will lead to accountable and engaging communication with the consumer in a relaxed mind frame. Ambit Analyser is one such initiative to give our clients a first of its kind, accountable and impactful campaign, leading to physical and digital engagement.”

     

    Ambient OOH vice president Deepak Kumar said, “Currently, ambient media in India is extremely fragmented and diverse in nature. And with no comparative data to fall back on, each media owner claims to be the best. Simultaneously, advertisers are constantly pressing on media effectiveness and efficient ROI. Hence, there was a need for transparency and accountability for advertisers to have trust on the ambient media touch-points.”