ITV

Category: Media and Advertising

  • Paytm launches Rs 50 crore marketing campaign for IPL

    Paytm launches Rs 50 crore marketing campaign for IPL

    MUMBAI: Paytm has launched its new brand campaign on the Indian Premier League (IPL). Through this brand film, it aims to reinforce its position as the leader in the mobile commerce space. The outlay for this marketing campaign is in the range of Rs 50 crores, where Paytm is an associate sponsor on Sony and is also the official partner of Mumbai Indians.

     

    The campaign is led by TV and the thematic film tries to establish Paytm as the simpler, more convenient solution to a significant number of slice of life, everyday situations. It weaves together an interesting narrative of the broad range of services such as mobile wallet, mobile and DTH recharges, money transfer and online shopping that Paytm provides. The campaign will be amplified through radio, outdoor and other media vehicles.

     

    McCann is the creative agency on the account, and the TVCs are directed by Pushpinder Singh. Flying Saucer is the production house. 

     

    McCann was recently appointed as the Agency on Record (AoR) for Paytm and will be handling the creative account for Paytm going forward.  

     

    The montage ad begins with a rakhi scene in which a brother surprises his sister by transferring money in her Paytm wallet after the ritual. Next comes the scene where a husband is in the middle of preparing a dish for his wife by taking tips from a TV show, when suddenly the show stops as the DTH recharge gets over. This is when his wife activates the recharge through Paytm and the cooking continues. The ad moves on to showing a homesick son, going to the war front and how he brings a smile on his mother’s face by sending her a mobile recharge through Paytm, making sure distance doesn’t separate them. The ad then shows how a passenger transfers money into the Paytm wallet of his taxi driver as he doesn’t have change, showing the convenience of money transfer in a last minute situation. Lastly, the TVC ends with a lady bargaining while shopping online and making the purchase at the price of her choice, which again is another crucial feature that Paytm offers.

     

    Paytm SVP Shankar Nath said, “The one minute long commercial knits together the multiple services (mobile wallet, mobile and dth recharges, money transfer and online shopping) that we provide to make life simpler, easier and hurdle-free for our customers. The TVC dovetails perfectly with our objective of making everyday life simpler for a vast majority of Indians. We have attempted to illustrate our solutions through a warm, slightly emotional narrative and are confident that it will resonate well with our audience. We already enjoy a significant goodwill among our users and our marketing initiatives on IPL will help in establishing us even more as credible, mass and consumer friendly brand.”

     

    Paytm’s app regularly features among the top five apps in the country, and is currently the second most popular app on Google Play and Apple’s App store.

     

  • Sony DADC elevates Rajat Kakar as managing director – India ops

    Sony DADC elevates Rajat Kakar as managing director – India ops

    MUMBAI: After successfully launching Home Entertainment Services by Sony DADC in India, Rajat Kakar has been elevated as the managing director of Sony DADC India, reporting in to Sony DADC International president Dietmar Tanzer.

     

    Kakar replaces CK Sunny, who joined the company in 1997 at a time when the audio cassette business was the prevailing format and had steered the manufacturing unit through the advent of compact discs and eventually into Blu-ray disc.

     

    In his new role, Kakar will oversee the Sony DADC manufacturing and distribution unit operations in addition to the licensee business. Core to his new responsibilities, Kakar will provide strategic guidance to the company’s existing portfolio and expand the current verticals while exploring growth opportunities for the company in India.

     

    Kakar joined the company in 2012 as the business head for its licensee business. Under his leadership, the home entertainment business portfolio expanded in a very short span of time, making it the biggest entertainment licensing and distribution entity in India. Under his guidance Home Entertainment Services by Sony DADC entered into exclusive home video marketing and distribution for major Hollywood studios like Sony Pictures Home Entertainment, Warner Home Video, Walt Disney Studios Home Entertainment and National Geographic in India.

     

    He also expanded the music portfolio encompassing Sony Music, Warner Music, Zee Music, Times Music and Saregama content in the music vertical for exploitation across all physical formats.

     

    “I look forward to this new opportunity. We are a company that provides end-to-end solution for any entertainment media company and we hope to consolidate this further with the hallmark Sony service and geographical footprint that we offer – both to our current and potential partners,” he said.

     

  • IPL 8: Kings XI Punjab tops sponsorship list with 20 partners

    IPL 8: Kings XI Punjab tops sponsorship list with 20 partners

    MUMBAI: Ready and upbeat to enter the Indian Premier League (IPL) season 8, Kings XI Punjab has roped in 20 sponsors and partners.

     

    Tata Motors Prima is the official title sponsor for IPL season 8. HTC, Manforce, ACC, Royal Stag, Pan Parag – Mouth Freshener and DCB Bank are all official principal sponsors, while Kingfisher, Britannia and Woo are the official good times partner, official goodness partner and official matchmaking app respectively.

     

    Kings XI Punjab’s association with Pepsi as the official beverage partner continues. TYKA is the official kitting partner, whereas Homeland Heights is the official luxury homes partner. The team has roped in CashUrDrive, Bookmyshow and Kyazoonga as official outdoor partner and official ticketing partners respectively.

     

    Sport & Beyond and T10 Sports are the official merchandise partners. BlippAR is the official augmented reality partner and Best Deal TV has come on board as the official TV shopping partner.

     

    Kings XI Punjab COO Fraser Castellino said, “We are really happy to welcome all of our sponsors who have renewed their association with us since last season and extend a special welcome to the new partners joining us this year. We stand committed to delivering a solid on-ground performance and hope this will help all of our partners benefit from their association with Kings XI Punjab.”

     

    Kings XI Punjab will play its first match on 10 April, 2015 against Rajasthan Royals at MCA International Stadium, Pune.

  • Tata Capital supports the cause of Right to Education

    Tata Capital supports the cause of Right to Education

    MUMBAI: Addressing the pertinent issue of illiteracy faced by small towns, Tata Capital’s ‘Do Right’ campaign has reached out to Varanasi, Uttar Pradesh and identified a true ‘Do Righter’ Ajeet Singh, founder of the unique Varanasi boat school.

     

    With an objective of engaging with the children of a community near River Ganga, Singh started a novel and innovative boat school for these children who otherwise would sit idle or pick rags.

     

    The boat school provides basic schooling here. In support of his noble initiative, Tata Capital is looking to create an ideal learning environment for the children of this boat school through a magical transformation. Starting with the makeover of the interiors, which includes renovations and repairs; to providing them with necessary facilities like a library, educational toys, stationery, a computer and a painting kit. For this a sum of INR 90,000/- is required to transform the boat.

     

    To support this cause, Digital L&K Saatchi & Saatchi through the social media properties will help highlight the initiative undertaken by Ajeet Singh and will aim at gaining support from the community at large in raising funds to enlighten the future of these children who are deprived of the basic right to education.

     

    Commenting on the Do Right campaign, Digital L&K Saatchi & Saatchi CEO & managing director Anil K Nair said, “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as it’s best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right. Let’s give the children of this unique boat school the ideal learning environment that they truly deserve. One can visit www.doright.in and contribute to this cause.”

     

    Recently, Digital L&K Saatchi & Saatchi successfully completed the story of Shikshangram Shelter on this Journey of Doing Right. Shikshangram Shelter, a Pune based NGO was going through financial crisis and was unable to bear overhead expenses, including their electricity bills. Digital L&K Saatchi & Saatchi reached out to various communities and managed to collect a sum of INR 1,26,500/- in just five days.

     

    With these funds Shikshangram Shelter is now a self-sustaining institute with solar panels installed across the premises. Watch the story and contribute at www.doright.in

  • WPP’s Data Alliance partners Facebook to activate data

    WPP’s Data Alliance partners Facebook to activate data

    MUMBAI: WPP’s Data Alliance and Facebook have deepened a global partnership giving marketers access to new data-driven solutions that deliver personalization at scale on Facebook. This multi-year partnership is centered on bringing new audience building and measurement tools to market.

     

    For the first time, marketers can activate WPP’s proprietary data assets within Facebook. Data assets from GroupM, Kantar and Wunderman’s KBM Group will be connected and activated on Facebook, in a way that respects consumer privacy. WPP’s marketers, planners and buyers will have access to unique combinations of WPP and Facebook data assets, enhanced insights, and new audience building solutions. This will help WPP clients effectively create campaigns across all Facebook ad formats, including video, photo, and link ads on both mobile and desktop. Enabling tools that let marketers reach real people across all devices allows marketers to more effectively draw connections between online marketing and real business outcomes.

     

    WPP companies will also work with Facebook to pilot new data-driven solutions to better measure effectiveness with online and offline sales impact in multiple countries, enhance mix modeling and deepen Facebook Insights.

     

    Lastly, there will be joint research and thought leadership on new metrics, services and solutions that help brands better leverage Facebook to reach consumers.

     

    “We gather insights on millions of consumers each year on what people buy and why, including product assortment, retail strategy, brand health, copy testing, campaign effectiveness, media measurement, earned media monitoring and purchase data. Now we can leverage those learnings for our clients and make them actionable on Facebook,” said Kantar CEO Eric Salama.

     

     

    “Facebook and WPP companies work well together. It was only natural we would want to find more ways to work smarter together. As strategic partners, we want to bridge the measurement gap for brands and help clients develop more meaningful relationships with consumers. This partnership allows us to do that through collaboration, innovation and data activation,” said GroupM chief data officer Harvey Goldhersz.

     

    “KBM Group cultivates data that allows marketers to paint rich pictures of consumers. Of equal importance is helping brands interact with consumers in ways that will delight the consumer. This partnership with Facebook provides a very meaningful way to help clients connect with consumers in highly-relevant ways, even in emerging markets,” said KBM Group CEO Gary S. Laben and Wunderman global chief data officer.

     

    “We are committed to deepening our partnerships with the agency ecosystem across technology, media, and data. This global data partnership lays the foundation to provide WPP clients choice in the data they use for media solutions and the proper tools to effectively measure tangible business results on Facebook,” added Facebook director, global agency development Patrick Harris.

  • Vodafone’s new campaign aims to target IPL fan frenzy

    Vodafone’s new campaign aims to target IPL fan frenzy

    MUMBAI: As the anticipation for the next season of IPL builds up, Vodafone has put together an engaging campaign, ‘Speed Is Good,’ which aims to throw light on the benefits of faster data transfer and how it touches its consumers’ lives.

     

    The campaign is made up of short memorable stories where Vodafone customers use their fast 3G network to bring a smile on someone’s face, which is being portrayed by its recent commercials ‘Farewell’ and ‘Haircut’. Not only that, Vodafone will kick-off a series of on-ground campaigns during the matches, as well as online events for the same. 

     

    “We will amplify the concept of ‘Speed is Good’ through several on-ground and digital promotions like Vodafone Speed Quiz where winners will be gratified via the Vodafone SuperFan and Vodafone Fan Army,” said Vodafone India senior vice president –brand communications and insights Ronita Mitra.

     

    Vodafone ‘Speed Quiz’ will leverage the cricket fever and the winner with the fastest correct answer will be hailed as the Vodafone Super Fan, who will be in for a ‘money-can’t buy’ experience on the field.

     

    The remaining 20 winners will join the Vodafone Fan Army respectively. In addition, there will be Vodafone Speed Zones to host interactive activities around the core concept of ‘Speed’ to engage in-stadia crowd. 

  • Events & activation industry to touch Rs 5,779 crore by 2016-17

    Events & activation industry to touch Rs 5,779 crore by 2016-17

    MUMBAI: The events and activation industry is clearly on a roll in the country. According to the EY-EEMA (Event and Entertainment Management Association) report, the sector is expected to grow to Rs 5,779 crore by 2016-17.

     

    This growth will be on the back of marketers increasing their below the line (including digital) spends to 21 per cent of their total marketing spends. The growth will also be led by personal events, MICE (meetings, incentives, conferences and exhibitions), activations and sports.

     

    According to the report titled ‘Making experiences in India: The events and activations industry,’ the events and activations industry has seen a growth of 15 per cent annually from Rs 2,800 crore in 2011-12 to Rs 4,258 crore in 2014-15.

     

    The report states that while managed events remain the largest service offering, IP (Intellectual Property) and digital events are growing at a faster rate than managed events. The key strength of the industry remains its ability to get things done and the ideation and efficiency with which it operates. “That said there is a need for the industry to work on acquiring the right talent, managing costs, demonstrating ROI to marketers and increasing transparency in operations,” states the report.

     

    Non-metro markets are expected to increase in importance as marketers look to tier II and tier III cities for incremental growth, states the report. Digital events and activation is also expected to grow significantly on the back of smart phone penetration, internet availability and the cost efficiency of such campaigns for marketers.

     

    While the industry has reported very few M&A transactions over the last few years, there exists scope for consolidation. Valuations are driven by IPs owned, advertising agencies’ interest in activations, and digital events and sports leagues. On the taxation front, double taxation, taxation across multiple states, and varying and inconsistent application of different taxes are some of the challenges faced by the industry. Also, the introduction of Goods and Services tax (GST) could have a significant impact on the industry in terms of rates and implementation across multi-state activities.

     

    The report also states that the introduction of the new Companies Act, 2013, will result in some key changes in internal financial controls, compliance with more than 60 acts and regulations, and implementing a vigil mechanism to identify undesirable activities.

     

    EY also conducted a workshop with CEOs of the industry that resulted in Vision20:20 for the industry’s future success. It felt that the industry needs to work towards the following initiatives:

     

    Internal aspects: Improve the quality of talent through skill definition for various jobs, skill development, job security, compensation benchmarking and implementation of health and safety standards. The industry must build robust policies, processes and information systems to manage business efficiently and safely, and implement technology and automation.

     

    External aspects: The industry needs to work on its positioning to marketers, build an account focus and demonstrate returns more effectively. There is a need to improve the supply chain by developing quality vendors, implementing a system of vendor accreditation and improving overall risk management. The regulatory ecosystem needs to be made more conducive by simplifying taxation, permissions and copyright issues.

     

    Strategic aspects: The industry must build more IPs focused on defined communities of interest to marketers, and embrace the opportunity provided by marketers’ increasing spends on digital media.

     

    The report is based on the findings of a survey conducted via extensive discussion with over 60 respondents including the heads of events and activation companies across the country, along with inputs from advertisers and sponsors.

     

    EY India partner and media and entertainment advisory leader Ashish Pherwani said, “The events and activations industry holds great potential and this is evident from the considerable growth that the industry witnessed over the last few years.”

     

    Event and Entertainment Management Association president Sabbas Joseph added, “With a new government at the helm, there is a growing interest in the culture and people. The events and activations industry is best poised to capitalize on this opportunity and there is a crying need for a new world order – one in which event companies work along with government to create an events calendar that drives tourism and related industries.

  • psLive records 50 per cent growth in clientele from Jan – Mar

    psLive records 50 per cent growth in clientele from Jan – Mar

    MUMBAI: Perception has it that when it comes to India, traditional media platforms still rule the roost. Consequently, be it television or print (the biggest chunk in the traditional media slab), traditional continues to take away the greatest slice from the advertisers’ marketing budget pie.

     

    Now, even as the above theory stands to be true, there is a steady change taking place in the advertiser’s budget room.

     

    psLive, the experiential marketing division from the Dentsu Aegis Network, has bagged as many as 52 clients in the past three months (January-March). These include brands such as Microsoft, Mahindra Insurance Brokers, Reebok, Philips, Nestle, Samsung, Reliance Digital, Brick Eagle – Housing Finance Company, Bausch&Lomb, Nvidia, Ranbaxy, TVS, Pan Parag and Cyberpark.

       

    Interestingly, the wins tend to also suggest a unique swing wherein brands that otherwise would not look at spending on non-traditional media are changing course.

     

    An apt example of this would be Mother Dairy, a traditional media spender, which associated with the Bollywood movie Kick and Mary Kom through in-film integrations that instantly connect it with its target consumers. The integration also gave the brand a bigger shelf life and higher recall value.

     

    For psLive, the new wins have fuelled as much as a 50 per cent growth in the agency’s client kitty when compared to what it had held in the previous three months (October-December). Consequently, with these new additions, psLive now boasts of more than 200 clients.

     

    Some of the new clients that have come on board are Meiji, Century Ply, JSW, SCA, Reliance Digital, Anchor, Mother Dairy, Future Lifestyle Fashion, Reebok, Philips, SC Johnson, Logitech, Bayer Crop Science, Nestle and Honda Motorcycle and Scooter India. The clients primarily sought/seek services in activations, branded entertainment and sports marketing, rural marketing and public relations. Herein, the attempt is to offer clients smart solutions that go beyond the common media usage and stay relevant to the consumers for a longer time period.

     

    psLive vice president Sidharth Ghosh said, “There is an interesting shift happening in the advertiser’s preference when it comes to traditional media (including digital) versus non-traditional media usage. Until five years ago, the non-traditional media platforms that included event, outdoor and activation wasn’t that huge and remarkable. However now, the category has been steadily witnessing substantial growth.”

     

    For the record, an Ernst & Young report published by Event & Entertainment Management Association (EEMA), estimates that the BTL industry is growing at a rate of 25-30 per cent year on year.

     

    “The sector is rapidly attracting more advertisers on board to bring forth exponential growth in the next 10 years. Advertisers are constantly seeking effective ROI. Simultaneously, they are also discovering that their non-traditional media expenditure is helping them reach out to consumers with greater impact at much lesser costs. Now as this discovery continues, the platform’s appeal in the advertiser’s media plan is only expected to further thicken with time,” added Ghosh.

     

    “Experiential marketing is perhaps the fastest growing part of the off-line business of any agency. Activation is growing at twice the rate of traditional (ATL) advertising. psLive has found the right area of operation in activation, branded entertainment/sports and rural marketing to provide our clients with integrated marketing solutions like no one else can,” said Dentsu Aegis Network chairman and CEO, South Asia Ashish Bhasin.