ITV

Category: Media and Advertising

  • Posterscope rolls out ‘Frooti’ OOH campaign

    Posterscope rolls out ‘Frooti’ OOH campaign

    MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife.

    The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the campaign is centred on a deep understanding of the consumers, derived from primary research (OCS), patented analytical tools (PRISM) and accumulated knowledge. Posterscope zeroed down on strategic locations to reach the core TG and create maximum impact.

    Building on the brief, Posterscope India crafted a campaign that resulted in a media mix delivering both impact and reach. The media formats used for impact were billboards, bus shelters, mall media, gantries, unipoles, bus wraps, utilities, pillars, mobile vans etc.In an attempt to create impact multiple creatives are being used across cities. Every creative invariably has been highlighting the brand though # Live the Frooti life. The campaign has been executed in 160 plus cities that include the top 8 metros, the tier 1 and tier 2 cities.

    Parle Agro JMD and CMO Nadia Chauhan. said, “OOH has played an important role in delivering the communication objectives of the Live #TheFrootiLife campaign. The medium enabled us to leverage the strongest part of our creative assets; the brand’s visual identity. Posterscope has aligned with our brand strategy ensuring our campaigns achieve maximum impact.”

    Posterscope APAC regional director Haresh Nayak said “The Frooti story is built on an enormous legacy. And therefore, the crafting of any campaign for this product has to match up to that legacy that Frooti brings along.

    We have been servicing this client since 2013 and every campaign that we have built for them, has led us to rethink each and every tested strategy and create something novel, new and authentic.”

  • P Mark TVC features Boman Irani

    P Mark TVC features Boman Irani

    MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

    In the latest TVC, the brand redefines the food aroma while cooking. It shows how a traditional music protagonist played by Boman Irani gets carried away by the aroma of food cooked in P Mark mustard oil. Cooking in P Mark mustard oil tantalizes the all the organs especially the nose and the taste buds and also assures good health

    Targeted towards the people who love eating and are conscious about the cooking oil, P Mark mustard oil is a perfect solution as a cooking oil in the healthiest manner.

    Puri Oil Mills MD Vivek Puri MD said,“P Mark Mustard Oil comes with a heritage and a goodwill especially across North India. The generation today is very conscious of what they eat. Not only cooking, Mustard oil is also one of the most effective oil if used as a medicine as proved by Ayurvedic experts. This TVC is very special for us as Kayoze Irani, Boman’s son, has directed Boman.”

    Boman Irani said, “It is a brand which has a legacy of last three generations. I have grown up listening to my grandmother say that love that comes straight from heart makes food tastier.”

    The ad campaign is conceptualised and directed by Kayoze Irani and production house is White Script. The campaign will roll out across cities in a combination of print and TV commercials, outdoor innovation for mall advertising and will also exhibit the use of new media and interactive sampling.

  • P Mark TVC features Boman Irani

    P Mark TVC features Boman Irani

    MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

    In the latest TVC, the brand redefines the food aroma while cooking. It shows how a traditional music protagonist played by Boman Irani gets carried away by the aroma of food cooked in P Mark mustard oil. Cooking in P Mark mustard oil tantalizes the all the organs especially the nose and the taste buds and also assures good health

    Targeted towards the people who love eating and are conscious about the cooking oil, P Mark mustard oil is a perfect solution as a cooking oil in the healthiest manner.

    Puri Oil Mills MD Vivek Puri MD said,“P Mark Mustard Oil comes with a heritage and a goodwill especially across North India. The generation today is very conscious of what they eat. Not only cooking, Mustard oil is also one of the most effective oil if used as a medicine as proved by Ayurvedic experts. This TVC is very special for us as Kayoze Irani, Boman’s son, has directed Boman.”

    Boman Irani said, “It is a brand which has a legacy of last three generations. I have grown up listening to my grandmother say that love that comes straight from heart makes food tastier.”

    The ad campaign is conceptualised and directed by Kayoze Irani and production house is White Script. The campaign will roll out across cities in a combination of print and TV commercials, outdoor innovation for mall advertising and will also exhibit the use of new media and interactive sampling.

  • Officer’s Choice Blue snacks launches a new TVC campaign

    Officer’s Choice Blue snacks launches a new TVC campaign

    MUMBAI:  Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ – communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring world. 

    The communication conveys the ‘good’ in actions of giving way to an ambulance over a VIP vehicle, respecting the lowest ranks in office, concern to assuage apprehension of a woman traveling alone, and bringing help to people in need.

    The narratives create a strong people connect – with positive actions that are spontaneous and relatable- embedded in the belief, and keeping the faith in doing ‘good’. The TVC’s end with the tagline ‘Salute toh Banta Hai’ -which acknowledge the contribution of these everyday heroes. 

    The campaign has been conceptualized by Metaphor, A Triton Communication subsidiary and directed by Rajesh Saathi from Keroscene Films.

    Triton Communications national creative director Ullas Chopra said, “This has been quite an interesting campaign. The challenge was to present righteousness in a manner which is not preachy or confrontational. We decided to take an approach that applauds people for their efforts to do the right thing and be good Samaritans. Once in awhile we get an opportunity to work on communication that warms people’s hearts and remind people of their better side. The most satisfying thing for us has been how all elements came together – the storytelling, the music and the lyrics. We set out to touch hearts and I think we managed to do that very well.”

    Allied Blenders and Distillers VP marketing Ahmed Rahimtoola said, “The process, starting from segmentation research to effectively delivering on new communication, has been incredible. Officer’s Choice franchise is the largest in its category globally, and it is imperative that we deliver ahead of expectation. We take pride in the aesthetic communication which very strongly conveys the brand’s long–standing view on righteousness, and the need to bring about positive change.”

    Metaphor, a Triton communications subsidiary agency, has been roped in as planning and creative agency.  The film is produced by Keroscene Films and directed by Rajesh Saathi and produced by Harish Nambiar. 

  • Officer’s Choice Blue snacks launches a new TVC campaign

    Officer’s Choice Blue snacks launches a new TVC campaign

    MUMBAI:  Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ – communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring world. 

    The communication conveys the ‘good’ in actions of giving way to an ambulance over a VIP vehicle, respecting the lowest ranks in office, concern to assuage apprehension of a woman traveling alone, and bringing help to people in need.

    The narratives create a strong people connect – with positive actions that are spontaneous and relatable- embedded in the belief, and keeping the faith in doing ‘good’. The TVC’s end with the tagline ‘Salute toh Banta Hai’ -which acknowledge the contribution of these everyday heroes. 

    The campaign has been conceptualized by Metaphor, A Triton Communication subsidiary and directed by Rajesh Saathi from Keroscene Films.

    Triton Communications national creative director Ullas Chopra said, “This has been quite an interesting campaign. The challenge was to present righteousness in a manner which is not preachy or confrontational. We decided to take an approach that applauds people for their efforts to do the right thing and be good Samaritans. Once in awhile we get an opportunity to work on communication that warms people’s hearts and remind people of their better side. The most satisfying thing for us has been how all elements came together – the storytelling, the music and the lyrics. We set out to touch hearts and I think we managed to do that very well.”

    Allied Blenders and Distillers VP marketing Ahmed Rahimtoola said, “The process, starting from segmentation research to effectively delivering on new communication, has been incredible. Officer’s Choice franchise is the largest in its category globally, and it is imperative that we deliver ahead of expectation. We take pride in the aesthetic communication which very strongly conveys the brand’s long–standing view on righteousness, and the need to bring about positive change.”

    Metaphor, a Triton communications subsidiary agency, has been roped in as planning and creative agency.  The film is produced by Keroscene Films and directed by Rajesh Saathi and produced by Harish Nambiar. 

  • Interactive Television’s Buzz Index to help advertisers make smart investment in movies

    Interactive Television’s Buzz Index to help advertisers make smart investment in movies

    MUMBAI: Interactive Television, a unit of WPP, has launched ‘Buzz index’- a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising.

    Buzz Index is a measuring tool that identifies, captures and quantifies the ‘buzz’ around a particular film across all social media platforms such as Twitter, Facebook, blogs, boards, forums, news websites, aggregation, YouTube etc. which are true enablers for an unbiased evaluation of Bollywood and arrives at a unique buzz score. The Buzz Index of a specific film is based on four identifiers – positive conversation index, star cast buzz, positive views and unique authors.

    Methodology:

    After combining information from all the data points mentioned above, Buzz Index arrives at a benchmark score once the model for the index is run through Interactive’s Movie Buzz Database (2015 and updated yearly).

    All new releases will automatically be compared to the indexed number of 100 which is the average score or the Gold Standard for all films, primarily films that have done more than 100 crore at the box office. A film’s Buzz Index will be calculated regularly – (Week 1) 31 days before the film release, (Week-2) 24 days before the film release, (Week-3) 17 days before the Movie release and (Week-4) 10 days prior to the release.

    Interactive Television CEO Ajay Mehta said “Cinema advertising peaks around 10-12 blockbuster movies and in the absence of any measure of a film’s buzz, advertisers miss out on movies which are being talked about by their consumers. Buzz Index aims to change that so that even a small movie which is creating buzz and has a possibility of opening well should come up on the radar of the advertiser. With the launch of the Buzz Index , we want to make cinema advertising data driven rather than based on subjectivities. We aim to broad base the number of movies which can attract advertisers.

    The two biggest impediments to the growth of cinema advertising is monitoring and measurement. Buzz Index is our second initiative in this direction after CAM and we will be launching a lot more such initiatives in the near future to ensure that cinema advertising is transparent and accountable by being data driven and tech enabled.”

    It is common knowledge that audience preferences, pre-release affinity towards certain actors and films and consumption of digital data under the guise of “fandom” are very perceptive and honest indicators of a film’s future. If campaigns can be tailor made to align perfectly with a film, it is a much stronger advertising message; one that does not fall victim to over exposure or force fit. Capturing cinema advertising by harnessing the two most important factors shaping our generation today – social media conversation and an exuberant sentiment attached to films – was essentially the need of the hour to ensure that cinema advertising gets its due.

  • Interactive Television’s Buzz Index to help advertisers make smart investment in movies

    Interactive Television’s Buzz Index to help advertisers make smart investment in movies

    MUMBAI: Interactive Television, a unit of WPP, has launched ‘Buzz index’- a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising.

    Buzz Index is a measuring tool that identifies, captures and quantifies the ‘buzz’ around a particular film across all social media platforms such as Twitter, Facebook, blogs, boards, forums, news websites, aggregation, YouTube etc. which are true enablers for an unbiased evaluation of Bollywood and arrives at a unique buzz score. The Buzz Index of a specific film is based on four identifiers – positive conversation index, star cast buzz, positive views and unique authors.

    Methodology:

    After combining information from all the data points mentioned above, Buzz Index arrives at a benchmark score once the model for the index is run through Interactive’s Movie Buzz Database (2015 and updated yearly).

    All new releases will automatically be compared to the indexed number of 100 which is the average score or the Gold Standard for all films, primarily films that have done more than 100 crore at the box office. A film’s Buzz Index will be calculated regularly – (Week 1) 31 days before the film release, (Week-2) 24 days before the film release, (Week-3) 17 days before the Movie release and (Week-4) 10 days prior to the release.

    Interactive Television CEO Ajay Mehta said “Cinema advertising peaks around 10-12 blockbuster movies and in the absence of any measure of a film’s buzz, advertisers miss out on movies which are being talked about by their consumers. Buzz Index aims to change that so that even a small movie which is creating buzz and has a possibility of opening well should come up on the radar of the advertiser. With the launch of the Buzz Index , we want to make cinema advertising data driven rather than based on subjectivities. We aim to broad base the number of movies which can attract advertisers.

    The two biggest impediments to the growth of cinema advertising is monitoring and measurement. Buzz Index is our second initiative in this direction after CAM and we will be launching a lot more such initiatives in the near future to ensure that cinema advertising is transparent and accountable by being data driven and tech enabled.”

    It is common knowledge that audience preferences, pre-release affinity towards certain actors and films and consumption of digital data under the guise of “fandom” are very perceptive and honest indicators of a film’s future. If campaigns can be tailor made to align perfectly with a film, it is a much stronger advertising message; one that does not fall victim to over exposure or force fit. Capturing cinema advertising by harnessing the two most important factors shaping our generation today – social media conversation and an exuberant sentiment attached to films – was essentially the need of the hour to ensure that cinema advertising gets its due.

  • WATConsult asks ‘WAT’s your Big Idea?’

    WATConsult asks ‘WAT’s your Big Idea?’

    MUMBAI: WATConsult has launched of one of its kind ideation competition for colleges across the country – WAT’s your Big Idea (#WYBI).

    WYBI is a unique platform which provides massive opportunities to the next generation, in the field of advertising and marketing. It is a college contact programme, where students get an opportunity to work on live projects, understand the nuances of creating digital campaigns for notable brands and showcase their creative skills to the best brand marketers in the country.

    Spread over 40 days, a student or team of students compete for a prize where ideation is the main predictor of the winner. The students can log onto www.watsyourbigidea.com and crack the creative brief given by a brand live, post which WATConsult will screen their applications.

    Shortlisted teams need to share a video detailing the idea which will further be shortlisted by a panel of esteemed jury which includes, Dentsu Aegis Network chairman and CEO – South Asia, Ashish Bhasin, WATConsult founder and CEO Rajiv Dingra, Bestseller India CEO and country head Vineet Gautam, L&T Investment Management Limited’s Kailash Kulkarni; Reliance Jio chief digital officer Vishal Sampat, HUL’s head of oral care, Sashwat Sharma; Radio Mirchi EVP Head-Digital Initiatives Rahul Balyan, and Warner Bros. India senior director and network head of English entertainment, Rohit Bhandari, before announcing the winners.

    WATConsult has partnered with 20 leading educational institutes across India, like MICA, SIMC, Amity University, XIC, IIMB, IIM (Indore), SP Jain, Jamnalal Bajaj NMIMS, MET, Jai Hind amongst others. The brands on board are Pepsodent (HUL), Jack and Jones, L&T Mutual Funds, Warner Bros, Radio Mirchi and LYF Smartphone+.

    WATConsult CEO and founder Rajiv Dingra said, “WAT’S your Big Idea are ideas for different brands are the main deliverables. WYBI is a unique platform that brings the industry together – brand marketers, agency and aspiring students with a singular goal to inspire and appreciate great ideas.”

    Dentsu Aegis Network chairman and CEO – south Asia Ashish Bhasin said, “It gives me immense pleasure to be on the jury for such an exciting initiative. The young generation is always bursting with vivacious ideas and with WATConsult’s initiative; we are sure we will witness some great ideas and introduce new talent in the industry. Dentsu Aegis Network has always stood for innovating the way brands are built and this is a good example of a step in that direction.”

    The selected winners will be rewarded monetarily and a job guarantee.

  • WATConsult asks ‘WAT’s your Big Idea?’

    WATConsult asks ‘WAT’s your Big Idea?’

    MUMBAI: WATConsult has launched of one of its kind ideation competition for colleges across the country – WAT’s your Big Idea (#WYBI).

    WYBI is a unique platform which provides massive opportunities to the next generation, in the field of advertising and marketing. It is a college contact programme, where students get an opportunity to work on live projects, understand the nuances of creating digital campaigns for notable brands and showcase their creative skills to the best brand marketers in the country.

    Spread over 40 days, a student or team of students compete for a prize where ideation is the main predictor of the winner. The students can log onto www.watsyourbigidea.com and crack the creative brief given by a brand live, post which WATConsult will screen their applications.

    Shortlisted teams need to share a video detailing the idea which will further be shortlisted by a panel of esteemed jury which includes, Dentsu Aegis Network chairman and CEO – South Asia, Ashish Bhasin, WATConsult founder and CEO Rajiv Dingra, Bestseller India CEO and country head Vineet Gautam, L&T Investment Management Limited’s Kailash Kulkarni; Reliance Jio chief digital officer Vishal Sampat, HUL’s head of oral care, Sashwat Sharma; Radio Mirchi EVP Head-Digital Initiatives Rahul Balyan, and Warner Bros. India senior director and network head of English entertainment, Rohit Bhandari, before announcing the winners.

    WATConsult has partnered with 20 leading educational institutes across India, like MICA, SIMC, Amity University, XIC, IIMB, IIM (Indore), SP Jain, Jamnalal Bajaj NMIMS, MET, Jai Hind amongst others. The brands on board are Pepsodent (HUL), Jack and Jones, L&T Mutual Funds, Warner Bros, Radio Mirchi and LYF Smartphone+.

    WATConsult CEO and founder Rajiv Dingra said, “WAT’S your Big Idea are ideas for different brands are the main deliverables. WYBI is a unique platform that brings the industry together – brand marketers, agency and aspiring students with a singular goal to inspire and appreciate great ideas.”

    Dentsu Aegis Network chairman and CEO – south Asia Ashish Bhasin said, “It gives me immense pleasure to be on the jury for such an exciting initiative. The young generation is always bursting with vivacious ideas and with WATConsult’s initiative; we are sure we will witness some great ideas and introduce new talent in the industry. Dentsu Aegis Network has always stood for innovating the way brands are built and this is a good example of a step in that direction.”

    The selected winners will be rewarded monetarily and a job guarantee.

  • iProspect campaign features Olympians

    iProspect campaign features Olympians

    MUMBAI: iProspect, the global business performance agency, has launched a new global brand campaign “It’s Who We Are” featuring six members of its staff. The agency held a search for the ‘faces of iProspect’ across its network of 84 offices across 52 countries. The campaign showcases how the talents and skills that employees embody outside of the office not only enhance the quality of their work but also help them achieve the ultimate in work/life balance.

    The selection process was open to all 3,200+ employees and resulted in an eclectic mix of backgrounds, seniority and expertise. The campaign features:

    · Kou Luogon, Senior Associate at iProspect Texas and Olympic athlete

    · Jonas Sommer, Digital Operations Analyst at iProspect Singapore and intrepid scuba-diver

    · Melanie Sfreddo, Digital Assistant at iProspect Argentina and pro wakeboarder

    · Vinncent Ngyuen, Senior Associate at iProspect California with a passion for cooking and volunteering at local children’s shelter

    · Birgit Gerlinger, Director, SEA at iProspect Germany and fearless rock-climber

    · Gil Jones, CEO of iProspect Israel and keen drummer

    “The campaign showcases our brand and culture by celebrating our diverse and dynamic talent. Our desire is that not only will this continue to attract a new generation of digital talent, but inspire a new level of partnership with current and future client partners,” said iProspect global CMO Misty Locke.

    The campaign is focused heavily on native and social, will be activated across Facebook, YouTube, Instagram, Snapchat and Twitter, and will continue to focus on further staff members over the coming year.

    iProspect India CEO Vivek Bhargava said, “At iProspect India, our people are our backbone. We respect the individual and strive to create a happy environment that is both enjoyable and fun, yet conducive to productive work. The global campaign launched is a step in the direction of recognising and appreciating the good work our people do everyday as individuals.”

    iProspect is known for its innovative training and development initiatives, such as the world’s first Nextgen programme it launched with Google last year to offer tailored digital marketing training to its staff. Nextgen is in addition to iProspect University, a bespoke global online platform built by iProspectors for iProspectors that provides interactive content, webinars and certifications focusing on all digital, client leadership, and foundational personal skills development. Annually, more than 12,000 courses are completed by iProspect members.