Category: Media and Advertising

Britannia NutriChoice ropes in Farhan Akhtar & Siddharth as brand ambassadors

MUMBAI: In a bid to broadbase the adoption of Britannia Nutrichoice Hi-Fibre biscuits, the company has signed on actors Farhan Akhtar and Siddharth (south markets) as brand ambassadors. A new commercial, which features the two stars will soon be aired across markets in India.

The new Britannia Nutrichoice Digestive campaign’s objective is to generate widespread adoption for NutriChoice Digestive by using the health hook of ‘high fibre.’

The campaign, which has been conceptualised by Lowe Lintas, urges consumers to feel the fibre in every bite with the tagline – “Try it to believe it.”

Commenting on the new campaign, Britannia marketing director Ali Harris Shere said, “Nutrichoice Digestive is the No 1 Hi Fibre biscuit brand in India. To expand the category, it is important to build the superior health credentials of the brand (high fibre) in a tangible manner. Extensive consumer work told us that the proof of the Hi-Fibre was in the unique taste of the product – natural and grainy. Therefore, we came up with a simple, yet powerful campaign idea ‘Feel the Fibre in every bite.’ We feel Farhan and Siddharth are celebrities who stand for taking the right and smart choices in life and they personify the values of the brand – Honest & Sensible.”

Lowe Lintas creative head Rajesh Ramaswamy added, “There has always been an element of honesty in all Nutrichoice communication. We wanted to maintain that. And we needed someone with a certain degree of genuineness and authenticity. Farhan and Siddharth seemed like the perfect fit for this campaign.”

February 10, 2016
MPAA & Donuts ink partnership to curb online piracy

MUMBAI: The Motion Picture Association of America (MPAA) and Donuts, the operator of new domain name extensions have inked a partnership help ensure that websites using domains registered with Donuts are not engaged in large-scale piracy.

Under the terms of the agreement, the MPAA will be treated as a “Trusted Notifier” for the purpose of reporting large-scale pirate websites that are registered in a domain extension operated by Donuts. The agreement imposes strict standards for such referrals, including that they be accompanied by clear evidence of pervasive copyright infringement and a representation that the MPAA has first attempted to contact the registrar and hosting provider for resolution.

The agreement specifies that Donuts will work with registrar partners to contact the website operator and seek additional evidence. If Donuts or its registrar partner determines that the website is engaged in illegal activity and thereby violates Donuts’ Acceptable Use and Anti-Abuse Policy, then they, in their discretion, may act within their already established authority to put the infringing domain on hold or suspend it.

Overall, the new program is a voluntary best practice designed to help promote a healthier Internet by mitigating blatantly illegal online activity.

“This is a groundbreaking partnership and one we’re proud to undertake. Donuts, as the operator of .MOVIE, .THEATER, .COMPANY and almost 200 other domain extensions, is committed to a healthy domain name environment and this is another step toward a safe and secure namespace,” said Donuts co-founder and executive vice president Jon Nevett.

“I want to thank Donuts for their leadership. This agreement demonstrates that the tech community and content creators can work together on voluntary initiatives to help ensure vibrant, legal digital marketplaces that benefit all members of the online ecosystem. Filmmakers and distributers are already using the Internet to offer more options than ever before for accessing online legal content, including over 115 such sites in the U.S. alone. But sites engaged in large-scale piracy threaten this continued growth and creativity, as well as the livelihoods of the 1.9 million Americans whose jobs depend on our industry,” said MPAA chairman and CEO Senator Chris Dodd.

“Nobody questions that the Internet has made possible dramatic technology innovations both for legal and illegal purposes. We need responsible parties to take voluntary, cooperative action against illegal activities online. I see programs like Trusted Notifier as an ideal step toward making the Internet safer,” said Farsight Security CEO and longtime member of the Internet and open source technical communities Paul Vixie.

“While this agreement is geared specifically to film and television piracy, it can also be adapted to address other illegal activity online,” Nevett said. “Hopefully, it will become a model for similar agreements that can be reached with operators in the domain name ecosystem and other Internet intermediaries.”

The announcement immediately precedes the first Healthy Domains Initiative summit, an event organized by The Domain Name Association, which will convene domain name industry leaders who are focused on issues such as this, including the safe and healthy evolution of the namespace.

February 10, 2016
MPAA & Donuts ink partnership to curb online piracy

MUMBAI: The Motion Picture Association of America (MPAA) and Donuts, the operator of new domain name extensions have inked a partnership help ensure that websites using domains registered with Donuts are not engaged in large-scale piracy.

Under the terms of the agreement, the MPAA will be treated as a “Trusted Notifier” for the purpose of reporting large-scale pirate websites that are registered in a domain extension operated by Donuts. The agreement imposes strict standards for such referrals, including that they be accompanied by clear evidence of pervasive copyright infringement and a representation that the MPAA has first attempted to contact the registrar and hosting provider for resolution.

The agreement specifies that Donuts will work with registrar partners to contact the website operator and seek additional evidence. If Donuts or its registrar partner determines that the website is engaged in illegal activity and thereby violates Donuts’ Acceptable Use and Anti-Abuse Policy, then they, in their discretion, may act within their already established authority to put the infringing domain on hold or suspend it.

Overall, the new program is a voluntary best practice designed to help promote a healthier Internet by mitigating blatantly illegal online activity.

“This is a groundbreaking partnership and one we’re proud to undertake. Donuts, as the operator of .MOVIE, .THEATER, .COMPANY and almost 200 other domain extensions, is committed to a healthy domain name environment and this is another step toward a safe and secure namespace,” said Donuts co-founder and executive vice president Jon Nevett.

“I want to thank Donuts for their leadership. This agreement demonstrates that the tech community and content creators can work together on voluntary initiatives to help ensure vibrant, legal digital marketplaces that benefit all members of the online ecosystem. Filmmakers and distributers are already using the Internet to offer more options than ever before for accessing online legal content, including over 115 such sites in the U.S. alone. But sites engaged in large-scale piracy threaten this continued growth and creativity, as well as the livelihoods of the 1.9 million Americans whose jobs depend on our industry,” said MPAA chairman and CEO Senator Chris Dodd.

“Nobody questions that the Internet has made possible dramatic technology innovations both for legal and illegal purposes. We need responsible parties to take voluntary, cooperative action against illegal activities online. I see programs like Trusted Notifier as an ideal step toward making the Internet safer,” said Farsight Security CEO and longtime member of the Internet and open source technical communities Paul Vixie.

“While this agreement is geared specifically to film and television piracy, it can also be adapted to address other illegal activity online,” Nevett said. “Hopefully, it will become a model for similar agreements that can be reached with operators in the domain name ecosystem and other Internet intermediaries.”

The announcement immediately precedes the first Healthy Domains Initiative summit, an event organized by The Domain Name Association, which will convene domain name industry leaders who are focused on issues such as this, including the safe and healthy evolution of the namespace.

February 10, 2016
Dentsu to acquire Netherlands based creative agency Achtung

MUMBAI: Dentsu Aegis Network is planning to acquire the Amsterdam based creative agency Achtung BV.

Founded in 2005, Achtung provides services in both the traditional mass media and digital advertising domains to a variety of companies in the information, communication, automotive and consumer electronics industries, among others. Achtung has been named “Interactive Agency of the Year” three times and won a number of Cannes Lions awards.

Post-acquisition, Achtung will become part of creative agency mcgarrybowen, one of the Dentsu Group’s nine global network brands. This move will further strengthen and expand the mcgarrybowen network in Europe, making it the third creative hub after London and Paris, and enhance the brand’s presence in the region.

In its September 2015 worldwide advertising expenditure forecasts, the Dentsu Group’s media communications agency Carat announced that advertising expenditures in the Netherlands grew 2.2 per cent in 2014. Further growth of 1.2 per cent is expected for both 2015 and 2016.

February 10, 2016
Dentsu to acquire Netherlands based creative agency Achtung

MUMBAI: Dentsu Aegis Network is planning to acquire the Amsterdam based creative agency Achtung BV.

Founded in 2005, Achtung provides services in both the traditional mass media and digital advertising domains to a variety of companies in the information, communication, automotive and consumer electronics industries, among others. Achtung has been named “Interactive Agency of the Year” three times and won a number of Cannes Lions awards.

Post-acquisition, Achtung will become part of creative agency mcgarrybowen, one of the Dentsu Group’s nine global network brands. This move will further strengthen and expand the mcgarrybowen network in Europe, making it the third creative hub after London and Paris, and enhance the brand’s presence in the region.

In its September 2015 worldwide advertising expenditure forecasts, the Dentsu Group’s media communications agency Carat announced that advertising expenditures in the Netherlands grew 2.2 per cent in 2014. Further growth of 1.2 per cent is expected for both 2015 and 2016.

February 10, 2016
Myntra’s new TVC goes viral

MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week.

This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

“The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences. The recently released film is the first salvo of an integrated interactive campaign for the brand.

February 9, 2016
Myntra’s new TVC goes viral

MUMBAI: Retail e-commerce giant Myntra’s outdoor apparel brand The Roadster Life Co’s new TV commercial hit the airwaves recently after it went viral on social media over the last week.

This film has been conceptualised, produced and shot by Brave New World Communications – a Bangalore based integrated communications agency, which had been tasked with carving out a niche for The Roadster Life Co.

The film was released on Facebook & YouTube on 27 January and has been received very positively so far. At the time of filing this story, the video was viewed more than 15 million times and shared more than 8100 times. The film was released on TV on 5 February.

The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency’s strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the product’s deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

“The challenge was to make Roadster relevant in an increasingly crowded category,” said Brave New World CEO and CCO Joono Simon. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

The underlying message is a simple one –the road is both journey and destination for those in search of unique experiences. The recently released film is the first salvo of an integrated interactive campaign for the brand.

February 9, 2016
First book on real beauty at Jaipur Literature Fest

MUMBAI: Amidst the literary spirit that had taken over the country recently, Dove gave an opportunity to women to share their idea of beauty.

Spread over four days, Dove partnered with Indian women on Twitter to write four unique stories around real beauty. The book called ‘Real Beauty Stories’ is a compilation of stories using real-time tweets by real women. The stories highlighted varied perspectives on beauty and questioned conventional ideas around the same. It was released on Twitter on the last day of the Jaipur Literary Fest.

On ground, a distinguished panel also fuelled the conversation on real beauty during the event. It featured eminent personalities like Dr. Shashi Tharoor, Javed Akhtar, Anuja Chauhan, Nandana Dev Sen, Shoma Chaudhury and Marie Brenner; who debated and discussed the influence of Literature vs. Cinema in shaping the beauty ideals in the country.

On the association with the Jaipur Literature Fest, Guntas Randhawa, Brand Manager – Dove, said, “Dove has always been an advocate of real beauty. And to take this idea of beauty forward in India, we need people who believe in the same and can initiate the debate. The association with Jaipur Literature Fest was only natural. The Real Beauty Stories book helped us take the conversation to over 17 million women online.”

Burzin Mehta, Group Creative Director, OgilvyOne Worldwide, the agency that thought of the idea said, “Real Beauty Stories is an attempt at challenging the narrow beauty ideal in India, which has been defined by society, cinema, literature, family and fairy tales. We wanted to give women a chance to define beauty their way. And crowdsourcing a book on beauty by real women allowed us to do that in an interesting and thought-provoking way”

February 9, 2016
First book on real beauty at Jaipur Literature Fest

MUMBAI: Amidst the literary spirit that had taken over the country recently, Dove gave an opportunity to women to share their idea of beauty.

Spread over four days, Dove partnered with Indian women on Twitter to write four unique stories around real beauty. The book called ‘Real Beauty Stories’ is a compilation of stories using real-time tweets by real women. The stories highlighted varied perspectives on beauty and questioned conventional ideas around the same. It was released on Twitter on the last day of the Jaipur Literary Fest.

On ground, a distinguished panel also fuelled the conversation on real beauty during the event. It featured eminent personalities like Dr. Shashi Tharoor, Javed Akhtar, Anuja Chauhan, Nandana Dev Sen, Shoma Chaudhury and Marie Brenner; who debated and discussed the influence of Literature vs. Cinema in shaping the beauty ideals in the country.

On the association with the Jaipur Literature Fest, Guntas Randhawa, Brand Manager – Dove, said, “Dove has always been an advocate of real beauty. And to take this idea of beauty forward in India, we need people who believe in the same and can initiate the debate. The association with Jaipur Literature Fest was only natural. The Real Beauty Stories book helped us take the conversation to over 17 million women online.”

Burzin Mehta, Group Creative Director, OgilvyOne Worldwide, the agency that thought of the idea said, “Real Beauty Stories is an attempt at challenging the narrow beauty ideal in India, which has been defined by society, cinema, literature, family and fairy tales. We wanted to give women a chance to define beauty their way. And crowdsourcing a book on beauty by real women allowed us to do that in an interesting and thought-provoking way”

February 9, 2016
R Scape: Understanding the rural consumer

MUMBAI: Last year the broadcast and advertising industries woke up to the rural television audience with Broadcast Audience Research Council India’s rural inclusive data. Now, as several industry experts have been cited as saying that as the rural market has become extremely important for advertisers as it commands almost half of the total television viewership. Not to mention that with improved internet services and infrastructure in these areas, the need to understand how consumers behave differently in these pockets has become extremely important. Marketers have come to understand that a single brand communication may not work in both urban and rural markets.

With this understanding comes the awareness of how limited our knowledge is of the evolved rural consumers, and how badly marketers need to develop tools to address the change in the landscape.

Keeping that in mind, IIM-Ahmedabad, MaRS Monitoring and Research Systems, Decision Point and the Geometry Global I Encompass Network have done an extensive study of consumer behavior in the rural markets to help marketers come up with new strategies to address new challenges in rural marketing.

Called the R Scape, the study dashboard is able to generate category-level adoption, purchase and consumption-related insights based on inputs such as age, gender and region/ state.

R Scape covers 6,000 rural consumers with near equal split of married men, married women, young men, young women across eight states, which represent all regions across India and over 20 popular categories including deodorant, shampoo, hair oil, lipstick, toothpaste, talcum powder, shaving cream, after-shave lotion, cooking oil, toilet soap, fairness cream, detergent, utensil cleaner, floor cleaner, biscuit, tomato sauce, butter, jam, breakfast cereal, branded aata, shoe, denim, candy, seed, pesticide, banking, life insurance and mutual fund.

As per the study, the rural consumer segmentation needs to be a function of adherence to village norms and urban centricity, which has created strong differentiation among rural married women.

Moreover, rural consumers tend to exhibit lack of brand fidelity attitudinally as well as behaviorally. The biggest divide when it comes to urban and rural consumption is the reason for consumption itself. Hence, the same brand positioning or advertising does not work across both markets. Add to that that rural markets are not homogenous, therefore, reasons to buy and consume categories are often starkly different for consumers from different regions.

February 8, 2016