ITV

Category: MAM

  • Surf Excel engages with consumers via Vijay TV’s show ‘Little Big Film Makers’

    Surf Excel engages with consumers via Vijay TV’s show ‘Little Big Film Makers’

    BANGALORE: Unilever’s detergent brand Surf Excel has partnered with the Star Network’s Tamil offering to create a one hour television show–‘Surf Excel Little Big Film Makers’ (LBFM) that has helped the brand to engage with consumers in three cities in Tamil Nadu – Madurai, Coimbatore and Chennai. The initiative kicked off in early February this year.

    Based on the brief by the sponsors, Vijay TV gave an opportunity to children between 8 and 14 years of age in the three cities to tell a story that highlighted the concept “Dirt is good” (‘Daag aache hai). Surf Excel had started using the tag line Daag aache hai sometime towards the end of 2005 and continues to use it even today in many of its television commercials and promos. Exciting and interesting stories were identified and shortlisted by the show judges – leading director A.R. Murugadoss and actor Suhasini Maniratnam.

    Vijay TV says that it has conducted road shows in the selected cities and had hundreds of school children participate in narrating their ideas. Eight of the selected stories told by these kids were converted into ad films by three ad film makers – Roshni Chandra and Socrates
    from Primary Colours, Balaji from Reel Root and Sendil from Phoenix Films under guidance from the authors of the stories.

    LBFM went on air a few weeks ago on the Sunday morning 10 am slot and Vijay TV will be airing the tenth episode and the grand finale of LBFM on April 24 at 10 am.

    “Tamil Nadu is an important market; as a matter of fact, it is the largest market for us. This initiative was more for consumer engagement and we may have similar programmes with other channels if the opportunity arises,” explained Surf Excel brand manager Tanveer Khan.

    “Our current on-air ‘Daag aache hain’ campaign has been created by our agency Lowe. We may use the eight short films which are about 2 to 2 and a half minutes long each in cinema theatres and selectively on television,” revealed Khan.

    The eight selected stories that have been made into ad films are:Happy Birthday Patti” by Abhinaya (a short and sweet film about how a little girl whips up a surprise for her dear grandmother on her birthday); Kitchen Galatta by Evangeline (a fun film about a father and son who decide to surprise the mother with a lunch prepared by them in the kitchen); Anbulla Amma by Vasundhara (an emotional tale of a girl and her prized artwork that she presents to her parents before leaving for boarding school); My new friend by Rahul (a story of how a new boy in the class is bullied in the class and his new classmate comes to his rescue and they become friends; Thaatha’s Treasure by Raja (a story of magic and hidden treasure, little Tejas is out to seek a hidden treasure for his grandmother); Chutti Ponnu by Ziya (a story of little girl Riya, who saves her friend the waiter from an angry customer at her birthday party); Chicken Champion (the writer Arun Balaji has written the chicken story as two boys become friends over a chicken coop); and Muniyamma by Abhay (a tale of a boy who goes out of his way to help a distressed woman on the street).

    Vijay TV will be airing the eight ad films during the grand finale and present awards to the children that helped create them. As a part of the festivities, special performances by the contestants of Junior Super Stars – Lakshmi, Alsabeth, Priyanka, Balasarangan, Jayanth and Shanmugapriya and dance performance by Junior Jodis Rinson & Gabriella will be aired during the grand finale.

     

     

  • India to be 5th fastest growing ad economy in the world by 2013

    India to be 5th fastest growing ad economy in the world by 2013

    MUMBAI: India will emerge as the fifth-fastest growing advertising economy in the world by 2013, as developed markets are still recovering from the tremors of a deep recession.

    India’s contribution will be $2.5 billion to the global ad spend growth, behind US, China, Russia and Brazil, according to a recent forecast by ZenithOptimedia, a firm that tracks global advertising spending.

    A significant trend is that the high-growth areas are from the developing markets. While China’s contribution to the ad spend growth story will stand at $10.8 billion by 2013, Russia will settle at $6.9 billion and Brazil at $3.3 billion.

    “Overall, we predict developing markets will contribute 62 per cent of new ad dollars over the next three years,” the report said.

    US will, however, continue to lead due to its sheer size, contributing the most new ad dollars to the global market over the next three years despite its slow growth. It will make up $14.2 billion of the ad spend growth story by 2013.

    The total global ad spend in 2013 will be $525.59 billion, up from $451.94 billion in 2010, according to the ZenithOptimedia forecast.

    India’s ad spend growth will be fuelled by television. High competition and aggressive approach amongst DTH providers will lead to more customer acquisitions, which will eventually spawn viewership. Reality shows and sports content will also lead to a spike in television viewership.

    “The growth in TV will be more than in print,” said ZenithOptimedia India CEO Satyajit Sen. He said that access to global technology and software will reduce the costs involved and consequently, the content quality will improve, which will, in turn, result in increased time spent on television.

    In a separate reaction, Leo Burnett chairman and CEO Arvind Sharma said India is a star among the emerging markets. “Emerging markets is where all the attention is. The way media is consumed is changing,” he said.
     

  • IPL opens on a strong note

    MUMBAI: Looks like the World Cup hangover does not exist for the Indian cricket fan who just wants more. The fourth edition of the Indian Premier League (IPL) has delivered an average TVR of 4.82, according to data from Tam Sports c&s4+ all India.


    By comparison, the first three matches of the World Cup had delivered an average TVR of 3.15. Two of those matches did not feature India.


    29 million viewers watched the first match this time around compared to 13 million viewers for the second match and 21 million for the third match.
     
    The opening match between Chennai Super Kings and Kolkata Knight Riders got a TVR of 7.14, an increase over the 7 TVR that the opening match between Deccan Chargers and Kolkata Knight Riders had got last year.


    Last year, the IPL had managed an average TVR of 4.6 across the event. Overall, the recently concluded World Cup had a TVR of 3.83. The nine India matches gave a TVR of 12.


    The IPL matches‘ ratings are showing a similar pattern. The second match between the Deccan chargers and Rajasthan Royals got a TVR of 2.39 as it was played early in the evening. The third match between Kochi Tuskers Kerala and Royal Challengers Bangalore got a TVR of 4.94.
     
    Meanwhile, in the Metros c&s4+, the three matches got a TVR of 5.15, a slight drop compared to 5.7 last year, 5.37 in 2009 and 6.25 in the first year.


    Interestingly in six metros c&s4+ the digital homes are showing a better TVR, although the reach is much less. The three matches have averaged 6.71 TVR compared to 5.15 otherwise. The opening match got an impressive 9.42 TVR in digital homes compared to 7.77 otherwise.
     
    A media buyer notes that the ratings are in line with what had been expected especially among males. “While one match might have delivered a lower rating, overall the rating is what had been expected. Having said that, it is too early to take a call on the IPL‘s delivery,” he said.
     

  • MTV to hike ad rates

    MUMBAI: MTV India has decided to up its advertising rates even as it beefs up its programming lineup with international format shows.


    For the new big-ticket shows, MTV will be demanding a premium.


    “We have decided to hike our ad rates. We will also be charging a premium for our power-packed lineup of shows including MTV Crunch (Indian format), True Life, and MTV Grind,” a source in the company said on condition of anonymity.
     
    MTV spokesperson refused to comment on the ad rate hike decision. MTV India channel head Aditya Swamy could not be contacted till the filing of this report.


    In its revamped position (Stay Raw), MTV plays music and non-music content for nine hours each in a day while the remaining six hours are repeats and other loop content.


    MTV is launching three new shows this month. Starting 18 April, it will launch a home grown concept, MTV Crunch. Presented by Docomo, the show will be a daily 24-hour reality show for Internet and mobile audience, while it will be a daily show on the channel.


    MTV said in a statement that the concept sports 10 crunchable rooms, 10 crunchable pairs locked in for four weeks with the walls physically closing in on them to become smaller and smaller.
     
    Meanwhile, True Life – Real People, Real Stories will be presented by Gorbatschow. It is a docu reality show. The Emmy award winning format show captures the reality and the dichotomy in the lives of 10 young people who have two sides to their personality.


    The channel is also hosting ‘MTV Age of Sinnocence’ – the youth marketing forum on 29 April. The move is to revive MTV’s iconic properties – both on ground and on air.
     
    It will also launch MTV Grind– customised to the Indian youth, starting 30 April. It will feature the hottest dancers, sexiest bodies in town at the most chilled out pool locations, the channel said.
     

  • Post World Cup, Hindi GECs bounce back

    Post World Cup, Hindi GECs bounce back

    MUMBAI: Facing bouncers and googlies from the cricket World Cup, India‘s Hindi general entertainment channels (GECs) have regained their old order in the television audience graph in the very first week after Dhoni‘s ‘Men in Blue‘ lifted the ‘Cup that Counts‘.

    The Hindi GECs mopped up 1209 GRPs, after having lost 108 GRPs in the World Cup‘s final week run.

    Star Plus has retained its pole position, after being ousted by Colors briefly for a week with a strategy that involved a cut down in ad inventory.

    Star Plus led the week ended 9 April with 334 GRPs (261 GRPs in previous week), according to Tam data (HSM, 4+, C&S). It added 73 GRPs (gross rating points) and its new 10 pm show, Navya, clocked an average TVR of 3.4 in its debut week.

    Star Plus also aired Star Parivar Awards on 3 April (Sunday), which clocked a TVR of 4.

    Colors lost 51 GRPs and is back to its No. 2 position with 249 GRPs.

    Zee TV, which was hit by the World Cup, added 50 GRPs tp close the week with 221 GRPs.

    The channel launched a new show, Choti Si Zindagi, at the 7 pm band, which got an average opening TVR of 0.9. All its weekday shows saw an increase in viewership and ratings. It also aired two special episodes, which got good numbers.

    Meanwhile, Sony Entertainment Television (Set) regained its No. 4 position by edging out sister channel Sab. Set added 32 GRPs to end the week with 152 GRPs while Sab, after adding 12 GRPs, took its week‘s tally to 139 (from 127 GRPs).

    Imagine TV continues to find the going tough, ending with a 12 GRP loss to collect 58 GRPs during the week (70 GRPs previous week).

    Star One and Sahara One were at 32 and 24 GRPs, according to Tam data.

     

  • Tanishq associates with Amitabh Bachchan and Jaya Bachchan for an ad

    Tanishq associates with Amitabh Bachchan and Jaya Bachchan for an ad

    MUMBAI: Jewellery brand, Tanishq, has associated with movie-stars Amitabh Bachchan and Jaya Bachchan for their forthcoming diamond campaign.

    The campaign that is scheduled to go on air in mid April, aims to create awareness on how to evaluate the purity of these precious stones at the time of purchase.

    According to an official statement, this ad will educate consumers about the 4Cs: cut, clarity, colour and carat.

    Tanishq vice president Sandeep Kulhalli said, “With the growing demand for diamond jewellery category that contributes major part of our sales, our major focus this year will be to offer hi-quality diamond jewellery coupled with exquisite designs. Understanding the lack of awareness amongst customers in choosing right diamonds, we conceived the idea of educating our consumers through the ad campaign.”

    On Tanishq‘s association with the Bachchans, Kulhalli said that for this campaign they needed someone who would reflect the brand‘s standing, and connect with people across a wide spectrum.

    “We needed to create something that conveyed the desired message in an uncomplicated way. In line with this thought, we zeroed in on Mr. and Mrs Bachchan for this ad, whose combined fan following varies across 6 to 60 yrs of age, and will be desired personalities to reach out to the people easily spreading awareness on this precious jewel”, Kulhalli added.

    Said Amitabh Bachchan, “I am glad to be a part of this ad campaign. This campaign has helped me discover the finer details on buying diamonds besides giving me an opportunity to create awareness on this rarest and most beautiful form of the precious stone.”

    Added Jaya Bachchan, “While working in this campaign I got to know that the genuinity of a diamond depends on the cut, clarity and carat of the diamond, irrespective of the size. It is important for each one of us to know these intricate details, especially if there are any inclusions or spots in them.”
     

  • Law & Kenneth creates its first TVC for Tata AIG General Insurance

    Law & Kenneth creates its first TVC for Tata AIG General Insurance

    MUMBAI: Law & Kenneth has conceptualised its first television commercial (TVC) for Tata AIG General Insurance.

    Law & Kenneth CEO and managing partner Anil Nair said that they have chosen this concept as their first project because it coincides with the travel season.

    The spot has been created by Rishi Upadhyay and Pradeep Yeragi, creative directors, Law & Kenneth Mumbai. It has been directed by Ashwin Naidu and produced by content company No If, No But Films.

    Nair also added that they are targeting two different constituencies through this advertising – the first set of consumers who don‘t realise the importance of travel insurance and the other who are aware of it but don‘t take action thinking it‘ll be a difficult process.

    Added Tata AIG General Insurance managing director and CEO Gaurav D Garg, “While one may have meticulously planned every aspect of a trip abroad, there are still chances of things going awry due to events beyond our control. We or a family member could fall ill, lose our baggage or passport, have a flight delay and so on. For a complete bailout from such unnerving experiences in a foreign location, a travel insurance policy comes handy. And it is relatively inexpensive when compares with the cost of the holiday.”
     

  • Gullu Sen quits Dentsu

    MUMBAI: Dentsu India executive vice-chairman and chief creative officer Gullu Sen has put in his papers. He is currently serving his notice period. 
     
    Sen had joined the agency in 2003 as executive vice-president and national creative director and in 2006 was promoted as vice-president.
     
    Before joining Dentsu, he was national creative director at Rediffusion DY&R. 
     
    Starting his career in 1984 with HTA, Sen has also worked at Grey and Mudra‘s Interact Vision.
     

  • Scarecrow gets serious in Delhi, appoints Anindya Banerjee as ECD

    Scarecrow gets serious in Delhi, appoints Anindya Banerjee as ECD

    MUMBAI:Scarecrow Communications has roped in Anindya Banerjee to head its creative function in Delhi as executive creative director.

    Until now, the agency’s Delhi clients such as Religare and Bharat Petroleum were handled from Mumbai. With Banerjee on board, Scarecrow is intending to compete more effectively with Delhi-based agencies in new business pitches.

    Banerjee moves in from Law & Kenneth and has nearly 14 years of experience in agencies such as Ogilvy, Contract and Publicis.

    Says co-founder Manish Bhatt,” Andy will provide great creative leadership in Delhi. His equity comes from the work he has done, not from PR. He will also attract great talent and will make Scarecrow Delhi a happy, non-political, creative place to work in.”

    Banerjee has several successful campaigns on brands such as NIIT, Nestle, IBM, Hewlett Packard, IBM, Vodafone, Dabur Vatika, Allen Solly, LG Phones, Perfetti, Maruti, Unitech and Lotus Herbals.

    States Banerjee,” I have known Joy, Manish and Raghu for almost 15 years. And every time we have worked together, there was a vibe. And a joie de vivre that emanated from the sheer happiness of creating wonderful work without losing out on the objective of the campaign. In any case, I have always believed in the power of the independent agency, so when this opportunity arose, I grabbed it.”

    Also, amongst Banerjee’s two widely recalled campaigns have been the ‘Me and Meri Maggi‘ campaign and the relaunch of Limca.

    Says founder-director Raghu Bhat,” Andy brings many things to the table – subversive creativity, speed of thinking, a cool head primed by experience, bounce-backability, integrity and absence of ego. Hopefully, we should be able to announce a big signing in Delhi in the next few days.”

     

     

  • MTV revives youth marketing forum, launches youth research study

    MTV revives youth marketing forum, launches youth research study

    MUMBAI: MTV India, the youth destination, is reviving its iconic property – the Youth Marketing Forum. The company has also got Virgin Mobiles as the presenting sponsor for the forum – Age of Sinnocence.

    The day-long forum will kick start on 29 April in Mumbai. The theme for the forum is “Welcome to the new Generation where conventional virtues are replaced by delicious Vices.”
     
    MTV, which is also launching its yearly research report, noted from the research findings that the traditional vices that were frowned upon are now the driving forces in youth life. It also said that today’s youth is the “most connected” and “loudest generation” ever.

    It said that the youth poke, tweet, ping, chat and broadcast every minute through status messages and it is also the most “voyeuristic and narcissistic breed of youth”.

    The forum will discuss MTV’s research of Youth Vices and Virtues conducted across India. Different sessions during the forum will explore the relationship and attitude of Indian youth towards money, aspirations, career, ambition, romance, sex life all bundled into the‘Age of Sinnocence’.
     
    MTV India channel head Aditya Swamy said, “The signposts of youth culture are changing every couple of years. And the time in between sees lots of trends come and go within individual spaces. The only way to stay on top of this generation is to live their lives and here’s where our non- traditional insight techniques work. Age of Sinnocence is a chance for all of us to open our minds to the world of young
    people.”

    Swamy said the study was conducted across 22 towns in the 18-24 years demographic with over 2000 respondents.

    Over the years, MTV’s youth researches have thrown up some interesting insights on Indian youth. In 2002 the study focused on ‘Sources of Cool’ where cult branding took centre stage. In 2004, the study focused on ‘Tuning into the Youth’, which highlighted youth belief such as ‘live-and-let-live’ and more.
     
    On its association with the forum, Virgin Mobile India CEO Madhusudan Mandyam said, “At Virgin Mobile India, we are delighted to be partnering with MTV for this forum, which will further cement our presence and the strong relationship we enjoy in the youth segment.

    Virgin Mobile has always believed in reaching out to our target audience, get insights into their likes and dislikes, and then fashion our products and services to suit the requirements and needs of our customers.”