ITV

Category: Media and Advertising

  • Exposure to ads & smoking in films led to increase in smoking among adolescents: Nadda

    Exposure to ads & smoking in films led to increase in smoking among adolescents: Nadda

    NEW DELHI: Various studies conducted over the past decade on advertising, marketing and depiction in Bollywood films has had a significant effect on adolescents taking to use of tobacco.

     

    Health Minister JP Nadda cited various studies in Parliament that show increase of tobacco use among adolescents aged between 12 to 16 years not only because of Bollywood films, but also because of advertisements of tobacco products on cricket grounds during important series between India and other countries.

     

    A study done between 2009 and 2012 showed that 59 movies contained 412 tobacco use occurrences. The prevalence of ever tobacco use among adolescents was 5.3 per cent. Compared with low-exposure adolescents, the adjusted odds of ever tobacco use among high-exposure adolescents and being receptive to tobacco promotions was also associated with higher adjusted odds of ever tobacco use.

     

    A cross-sectional sample of 3956 adolescents (eighth and ninth grades, ages 12–16 years) from 12 randomly selected New Delhi schools were taken for the survey, assessing tobacco use status, receptivity to tobacco promotions (based on owning or being willing to wear tobacco-branded merchandise) and exposure to tobacco use in movies.

     

    A 10-city survey of over 9,000 students between the ages of 13 and 17 showed that after seeing the Wills World cup Cricket Series, 13 per cent felt a desire to smoke. The survey also showed that 72 per cent thought that there was at least one smoker on the Indian cricket team, which played in the 1996 World Cup.

     

    A previous study published in the British Medical Journal, showed similar results. It concluded that cigarette company sponsorship of the India-New Zealand cricket series in 1995 had a significant impact on kids, who watched it on television. The advertising created the impression among the 1,948 children aged 13-16 years, who participated in the survey, that “smoking gives more strength, improves batting and fielding and ultimately increases the chance of winning.”

     

    There are independent studies that have been conducted to determine the impact of advertising and promotion of tobacco products on the consumption of these products by Indians, the Minister said. Evidence suggests that exposure to promotional activities for tobacco leads to initiation and progression of tobacco use. Research also corroborates that exposure to tobacco advertisements and receptivity to tobacco marketing are significantly related to increased tobacco use among students.

     

    Nadda also quoted other studies related to advertising of tobacco products and said that according to the Report of the Tobacco Control in India (2004), tobacco advertising, in direct or indirect form, boosts consumption.

     

    Section 5 of the Cigarettes and other Tobacco Products (Prohibition of Advertisement and Regulation of Trade and Commerce, Production, Supply and Distribution) Act, 2003(COTPA, 2003), prohibits all direct and indirect advertisements of the tobacco products. The prohibition also extends to any activity that promotes the use or consumption of cigarettes or any other tobacco products.

     

    The advertisement of Pan Masala is regulated by Section 30 of the Food Safety and Standards (Packaging and Labelling) Regulations, 2011, issued under the Food Safety and Standards Act, 2006, which states that every package of Pan Masala and advertisement relating thereto, shall carry the warning, “Chewing of Pan Masala is injurious to health.” 

     

    Food Safety and Standards (Prohibition and Restrictions on Sales) Regulations 2011 issued under the Food Safety and Standards Act 2006 by the Food Safety & Standards Authority of India (FSSAI), lays down that tobacco and nicotine shall not be used as ingredients in any food products. Therefore, Gutkha is a prohibited product under the Food Safety and Standards (Prohibition and Restrictions on Sales) Regulations 2011 under the Food Safety and Standards Act, 2006, and hence its advertisement is also prohibited.

     

  • Triton launches digital agency – Digimo; Rohit Kaul to head

    Triton launches digital agency – Digimo; Rohit Kaul to head

    MUMBAI: With interactive and digital technologies fast becoming an integral mix of marketing communication, Triton Communications has launched its digital agency Digimo. 

     

    Contrary to existing practices, the planning teams of both digital and mainline will co-author the brand and communication strategy from inception. This approach will help clients reach their TG with the optimum mix of their content consumption platforms. Whilst the brand proposition is broadcasted via mainline. A return path on digital will ensure consumer interactivity in a bi-directional mode on various digital and mobile platforms. Thereby enabling marketers maximize their ROI.

     

    Triton India has appointed Rohit Kaul as a CEO, to head their 360 degree equipped digital mobile arm Digimo. Kaul moves in from Mobilox Innovations, where he spent the last three years as COO. Prior to Mobilox, he worked in leadership positions across Netcore Solutions, HT Media, Star India and Zee Television.

     

    Triton director Ali Merchant said, “The continued, symbiotic evolution of technology and consumer expectations is fuelling on-demand marketing. Hence digital marketing is entering more unchartered and challenging territories. And with digital marketing becoming integral to our clients’ marketing mix, we decided to enter this domain not with a baby step but with a giant leap. I welcome Rohit on board and am sure given his overall rich multimedia experience of being a business leader, especially on digital, Rohit will make this venture a great success.”

     

    Kaul added, “The industry and era that we are in respects innovation and not tradition. This is a critical time to be digital plus and provide optimum solutions to marketers’ for maximum ROI. As technology evolves, we will have to be a step ahead with distinctive solutions to our clients. Digimo will ensure holistic digital and mobile strategy solutions to enable brands connect with consumers in their respective digital worlds.”

  • Mindshare MENA appoints Ravi Rao as chief client officer

    Mindshare MENA appoints Ravi Rao as chief client officer

    MUMBAI: Mindshare has appointed Ravi Rao as Mindshare MENA chief client officer. Rao was earlier Mindshare, South Asia leader. He will be taking over his role from 1 May, 2015 and will be based in the Dubai office.

     

    On his move to Mindshare, MENA, Rao said, “I am excited to take this new role within the Mindshare family. The market has exhibited good growth over the past few years and I look forward to strengthening our position in the MENA region.”

    GroupM South Asia CEO CVL Srinivas added, “Ravi helped consolidate Mindshare’s position in the market over the past few years. He has led the transformation efforts of the agency in the recent past. This has helped Mindshare create cutting edge products for its clients, grow its digital business and retain its leadership position. He has made a significant contribution to our network and the industry at large. We are confident that Ravi will continue to play a stellar role in building the Mindshare network and we wish him well in his new role.”

    Mindshare MENA CEO Samir Ayoub said, “We are thrilled to welcome Ravi back to the MENA purple family. Ravi is well respected with a good reputation in our region. With his vast experience, we are confident that Ravi will play a vital role to have more successful stories for Mindshare MENA”.

     

    Rao is also the chairman of the Media Research Users Council (MRUC) and has represented Mindshare and GroupM on several industry platforms.

     

    Rao joined Mindshare, South Asia in 2008 and took over as leader for the market in 2012. Under his guidance, Mindshare remains the largest media and marketing agency in India. Rao was earlier a part of JWT Dubai and the Mindshare MENA team during its inception in 1999. He also worked with OMD in the course of his time in Dubai.

  • AFAA to organise training programme for ad, media professionals in Malaysia

    AFAA to organise training programme for ad, media professionals in Malaysia

     MUMBAI: The Asian Federation of Advertising Associations (AFAA), of which Advertising Council of India (a division of STACA Trust) is a member, had commissioned a unique initiative in 2013, called Fast Track Professional Excellence Programme. In its third year now, the Fast Track Professional Excellence Programme, is a three day specialized training programme held in Malaysia. It is targeted at young professionals from advertising, marketing and media industry. This year, the specialized training programme will be held from 17-19 April, 2015.

     

    Fast Track Professional Excellence Programme was designed with an aim to support the up-and-coming-stars of the industry in their growth. It empowers young professionals (below 35 years and with at least five years of work experience) with the necessary skills to excel in their respective professions. This year, too, The Standing Committee on Advertising (STACA) will be sponsoring around four – six young professionals for this programme. It’s an expression of STACA’s and ACI’s commitment to the industry in India. 

     

    Commenting on the initiative AFAA chairman Pradeep Guha said, “Since its launch in 2013, the Fast Track Professional Excellence Programme has been a catalyst in accelerating the careers of many young professionals. This year too, the three-day specialized training programme will guide young professionals to reconnect with their passion for the industry, and enhance their skills as they face the challenges ahead. ”

     

    Young professionals can apply for Fast Track Programme sponsorship by writing an article on how communication can be made into a force for good. The article (not more than 100 words) should be mailed to acifasttrack@gmail.com along with their brief profile (age, valid passport number, jobs details, etc.) before 24 March, 2015.

  • Kolkata campaigns for ‘Tobacco-Free World’

    Kolkata campaigns for ‘Tobacco-Free World’

    KOLKATA: To carry forward the campaign for a tobacco-free world, the US-based Bloomberg Initiative (BI) and The International Union against Tuberculosis and Lung Disease came together to host a meet in the city of joy.

    Popular state icons like singer Lopamudra Mitra, sports personality Dibyendu Barua, cricketer Shreevats Goswami and others chipped in the new initiative, which was spearheaded locally by the NGO – Manbhum Ananda Ashram Nityananda Trust (MANT).

    “Every person should be able to breathe smoke free air. Smoke-free environment protects the health of non-smokers, who are otherwise reduced to passive smokers. I am happy to be a part of the Alliance for Tobacco Free West Bengal initiative to increase public awareness,” Barua, the chess wizard said.

    The Bloomberg Initiative Grants Program was started in 2006 to support projects that develop and deliver high-impact, evidence-based tobacco control interventions. The BI Grants Program provides funding to government ministries and agencies, non-governmental organizations (NGOs), civil society organizations, and universities in more than 60 countries.

    Tobacco kills more than 14,000 people every day and experts are of the view that deaths are increasing every day. Unless urgent action is taken, tobacco will kill eight million people a year by 2030, 80 per cent of them in developing countries.

    To address this global public health crisis, Michael R. Bloomberg, philanthropist and mayor of New York City, launched a global initiative to fight tobacco use in low- and middle-income countries, where more than two-thirds of the world’s smokers live.

    Leading experts call for a global campaign to create a tobacco-free world by 2040.

    “A world where tobacco is out of sight, out of mind, and out of fashion – yet not prohibited – is achievable in less than three decades from now, but only with full commitment from governments, international agencies, such as UN and World Health Organisation, and civil society,” experts opined.

  • Nike emerges as ‘Social Star’ during ICC World Cup: TO THE NEW

    Nike emerges as ‘Social Star’ during ICC World Cup: TO THE NEW

    MUMBAI: Events like the ongoing Cricket World Cup 2015 are becoming opportunities for brands to leverage the euphoria generated by cricket crazy fans.  A lot of these brands have launched innovative campaigns on social media channels, by spending oodles of money and engaging social users especially the millennials. 

    Digital analytics company TO THE NEW Digital has come up with an innovative framework that helps brand measure their “Social Impact Index” to gauge the effectiveness of their digital media campaigns. The report also mentions the social media strategies they can use to reinvent and recalibrate their campaigns to ensure a visceral brand connect with their target groups.

    The Social Impact Index of Brands has been calculated by plotting a bubble chart of social media mentions and social sentiment score of various campaigns run by 14 brands* across four categories namely FMCG, Consumer Electronics, Auto and Sports. It has considered only B2C brands in its sample study to facilitate a like to like comparison. (*If a brand is running more than one campaign then the consolidated numbers of those campaigns have been considered for the analysis.)

    For example, if Pepsico has a total of 33,024 social media mentions and **Net Sentiment of 18 per cent, then the Social Sentiment Score is 59,44,32. 

    **Net Sentiment = Positive Segment – Negative Segment

    -Some of the insights from the framework are as follows:

    Nike is a “Social Star” as it enjoys a huge number of social media mentions as well as a high net sentiment in those mentions. It recommends that Nike has everything going in the right direction for its campaign but it can work on further optimising its ROI from social media spends to maintain its status quo of a “Social Star.” 

    It further says that Star Sports and Pepsico are “Social Question Marks” as they have done fairly well on the social mentions front but their net sentiment is low. The recommendation for these two brands in this category is that they have done well but can invest in online reputation management exercise to converge from Social Question Marks to Social Stars. 

    A large number of brands like Cadbury, Castrol, Hyundai, Sony, Intel and MRF have been categorized as “Social Laggards” category as they enjoy a high net sentiment. It is recommended that these brands have done well but can invest in online reputation management exercise too, so that they converge from Social Laggards to Social Stars.

    Meanwhile a few players like LG, Reebok, Nestle and Dominoz have fizzled out in their social media campaigns and have been put into the category of “Social Duds” as they have low number of social media mentions as well as a low net sentiment.

    TO THE NEW CEO Deepak Mittal stated that brands in this category need to invest heavily in improving their outreach in the form of mentions by investing in paid campaigns and also engage in online reputation management exercise to improve their net sentiment. “They can also think about evaluating their campaign further and move to a new positioning for their brand on social media front,” he added.

    Category Scorecard

    Evaluation Framework- The Social Impact Index of all the 14 brands were plotted on a X-Y axis Bubble Chart. The average of Social Media Mentions of all the 14 brands has been used as a demarcation for High-Low social media mention score. Similarly the average of Social Media Sentiment of all the 14 brands has been used as a demarcation for High-Low social media sentiment score. Therefore a bubble chart is divided into four quadrants to evaluate the success of the campaigns run by these brands.

  • Publicis Groupe acquires Expicient

    Publicis Groupe acquires Expicient

    MUMBAI: Publicis Groupe has acquired Expicient, one of the leading global omni-channel services firm with significant expertise in inventory and order management systems (OMS).

     

    This is a capability that clients increasingly need to manage inventory, pricing and offers across channels for today’s connected consumer, who moves fluidly across digital and physical stores. Expicient will be integrated into the Publicis.Sapient platform under the Rosetta brand.

     

    “Today’s always-on consumer makes no distinction between devices and channels. As a result our retail clients are increasingly looking for us to build systems inventory, supply chain, omni-channel commerce that enable the experience a 2015 consumer demands. Expicient joining Publicis.Sapient allows us to significantly strengthen our client’s ability to integrate offer information, order information, inventory information and pricing information across channels, which is a significant change from a world where the on-line stores and physical stores operated separately,” said Publicis.Sapient CEO Alan Herrick.

     

    Expicient’s omni-channel Order Management Systems (OMS) capabilities and strong expertise in managed services, inbound/outbound supply chain, logistics, in-store clienteling applications and strategic technology consulting will strengthen Publicis.Sapient’s marketing, commerce and consulting offerings. In joining the Publicis Sapient platform, Expicient will be led by the Rosetta team and will contribute to Publicis.Sapient’s Global Distributed Delivery model, whereby the platform creates significant shared service capabilities accessible to all its clients.

     

    “Rosetta is perfectly positioned to lead the integration of Expicient and help accelerate the benefit for Publicis.Sapient clients. SapientNitro, Razorfish Global and DigitasLBi are all highly recognised as leaders in omni-channel commerce, and together through the Publicis.Sapient platform we are unmatched. Expicient’s impact on our total business will be significant,” said Razorfish Global CEO Tom Adamski.

     

    The announcement comes weeks after Publicis Groupe announced the completion of the Sapient acquisition and the formation of Publicis.Sapient. Publicis.Sapient is a digitally centered platform focused exclusively on digital transformation and the dynamics of an always-on world. The creation of Publicis.Sapient combines global leaders SapientNitro, Razorfish Global, Rosetta and DigitasLBi, with the deep industry expertise of Sapient Consulting.

     

    Expicient and Publicis.Sapient brands SapientNitro, Razorfish Global and Rosetta have previously collaborated on a number of global omni-channel commerce assignments with clients, including Staples, Target, Kroger, Fast Retailing, Marks & Spencer, Belk and Ralph Lauren. The agencies expect to quickly and seamlessly merge delivery capabilities and increase the value that can be offered to clients. Expicient’s capabilities will be shared across the Publicis.Sapient platform so that all clients benefit. As a result of the acquisition, Publicis.Sapient will now have the deepest OMS offering in the market, with expertise in IBM/Sterling, Manhattan and SAP/hybris.

     

    “The opportunity ahead of us, to create differentiated customer experiences is tremendous. We are living in an unprecedented time of connected consumers and commerce. For Expicient, combining forces with Publicis.Sapient will allow our teams to deliver a full range of marketing and commerce solutions while significantly expanding our global reach. We’re excited to be a part of Publicis.Sapient and to meaningfully add to global commerce capabilities already recognized as the best in the world,” said Expicient founder and CEO Darpan Seth.

     

    Founded in 2008, Expicient is based in Andover, Massachusetts, with additional offices in the United Kingdom and India (Gurgaon and Bangalore), where Publicis.Sapient also has a significant presence. Expicient serves a global roster of leading brands, including: The Aldo Groupe, Argos, Bed Bath & Beyond, BJ’s Wholesale Clubs, DHL, eBay Enterprise, Guitar Center, J. Crew, Lily Pulitzer, Lockheed Martin, Marks & Spencer, Michael Kors, Ralph Lauren, Staples, Target, Tesco and Williams Sonoma, among others.

  • Minority ropes in Publicis Singapore’s Rohit Malkani as chief creative officer

    Minority ropes in Publicis Singapore’s Rohit Malkani as chief creative officer

    MUMBAI: Minority has appointed Rohit Malkani as its new chief creative officer. Malkani’s focus will be on shaping the creative culture of the agency and spearheading the agenda for disruptive work.

     

    Malkani’s last stint was at Publicis Singapore where he was regional creative director – Asia Pacific responsible for P&G and Citibank. Prior to that, he has led creative mandates across Grey India, Bates India, Publicis Ambience, JWT and even done a digital stint with PlanetAsia.

     

    In his 20 years across agencies, geographies, categories and consumer segments, Malkani has won numerous awards both for creative excellence and effectiveness.

     

    Minority managing partner Yogi Vashishta said, “A meeting of minds, wavelengths, value systems always kept Popo at the top of our list. We are delighted to finally have him with us co-driving our agenda to create disruptive big impact work and build great brands.”

     

    Minority managing partner Suraj Pombra added, “Popo (Malkani) is one of those rare creative leaders with the right mix of cutting edge ideas, brand thinking and phenomenal leadership and teamwork. Having worked with him closely at Publicis, I know what he brings to the party and I’m confident Minority will benefit hugely with the creative reigns in his able hands.”

     

    Malkani said that the timing was just right to be back. “In the wave of small being the new big, Minority seemed like a really good decision, especially since Yogi, Suraj and I uncannily seem to be on the same page on a number of topics. The agency is poised with a team and client base to move into top gear,” Malkani said.

     

    Minority is a four-year-old start-up that has worked with clients like Legrand, AppsDaily, Safari Luggage, Reliance Cement, Suzlon, Boroline, Kalpataru, Boostmysale.com, Pride Builders, Reliance Energy, Mumbai Metro, Suthol, Antarang, Airport Express (Delhi) and Transitions.

  • WPP to acquire minority stake in OTT TV service FlowNetwork

    WPP to acquire minority stake in OTT TV service FlowNetwork

    MUMBAI: WPP has agreed to acquire a minority stake in FlowNetwork. FlowNetwork is a new, Swedish, over-the-top television service, delivering its programmes via the internet, which supplies Sweden’s regional newspapers with technology and content.

     

    Newspapers served by FlowNetwork include Norrköpings tidningar, Folkbladet, Motala Vadstena Tidning, Norrländska Socialdemokraten, Östgöta Correspondenten, Norrbottens-Kuriren, Västervik-Tidningen, Hela Gotland and UNT. FlowNetwork is co-producer of the new Swedish drama series G?smamman.

     

    This investment continues WPP’s strategy of developing its integrated services in fast-growing and important markets and sectors and strengthening its capabilities including digital media. WPP’s digital revenues (including associates) were $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of nearly $19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.

     

    In Scandinavia, WPP companies (including associates) generate revenues of over US$500 million and employ over 2,500 people. In Sweden alone, WPP businesses generate revenues of over $180 million and employ over 800 people.

  • Reach Mobile goes outdoor with Posterscope India

    Reach Mobile goes outdoor with Posterscope India

    MUMBAI: Technology today has an overbearing effect on consumers wherein the choices are innumerable. This sea of choices translates into a highly competitive landscape. Consumers are willing to experiment with the new that stands for upgraded technology and looks; something that translates into value for money. 

     

    Thus, Reach Mobile planned a high decibel campaign to maximize the opportunity staring in its face. The key business objectives included attracting the first time users and new Smartphone adopters to taste the use of smart phones at an economic pricing. The priority target audiences for this campaign are the new users of Smartphones in Sec B & C. OOH as a medium contributed in delivering brand imagery and impact, garnering a luminous impact.

     

    Reach Mobile, the latest diversification of the $1 billion Rashmi Group, has joined the outdoor bandwagon with Posterscope India.

     

    Posterscope India, the out-of-home agency from the Dentsu Aegis Network that has been handling both national and global mobile handset clients, has reaped in its expertise to provide a holistic approach where outdoor advertising is concerned. 

     

    With the objective ‘Your Smartphone – Your Reach’, Posterscope interestingly identified the reach of the target audience – where they move, retreat, socialise and spend most of their leisure time.

     

    The campaign objective was derived from the brand name itself with intent to reach out to the mass at all possible touch points. The campaign was covered in markets like West Bengal, Northeastern States, Orissa and Bihar in the first phase. 

     

    The next phase roll out will target Rajasthan, MP and Chattisgarh. 

     

    Reach Mobiles head corp comm and marketing Kinjal Desai said, “We have been successful in reaching out to all corners of the cities in which we have rolled out our campaign; the response is quite good in terms of trade & customer calls. The agency needs to be appreciated for devising such a strategic plan with a robust coverage.”

     

    Posterscope India managing director Haresh Nayak said, “It gives us immense pleasure to be a preferred agency for venturing into Outdoors. The media strategy was aligned to ensure that the campaign matches the means of communication and the consumer ecosystem. A very scientific method was put into the media planning, considering the brand value and insight and took great care in formulating and executing a plan that would create a powerful impact across the target group.”