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Category: MAM

  • Discovery presents Goafest 2011 ad conclave

    Discovery presents Goafest 2011 ad conclave

    MUMBAI: Discovery Channel will present the Advertising Conclave at Goafest 2011 for the third year in succession.

    The Advertising Conclave, presented by Discovery Channel, will take place at Zuri White Sands on 7 April from 3 pm to 8 pm.

    The ad industry has undergone significant changes in the past decade. Keeping the changing landscape of the industry in mind, Advertising Agencies Association of India (AAAI) presents ‘Preparing the profession for the new decade’, a conclave which will precede Goafest 2011.

    Commenting on Discovery Channel’s association with Goafest 2011, Discovery India senior VP, GM Rahul Johri said, “Goafest is the industry’s most prominent event and we are delighted to be partnering with it for the third year in succession. As in the past, we are confident that this edition of conclave will prepare the industry for the next decade through engaging discussions and in-depth interviews.”

    Presented by Discovery Channel, the Goafest 2011 Advertising Conclave is a common ground for the thought leaders to get together and discuss the larger issues of the industry.

    This year the conclave will be led by RK Swamy BBDO chairman and MD Srinivasan K Swamy. The discussions at the conclave will focus on the advertising practices in the new decade and cover four important dimensions. The first session brings in advertisers’ perspective on the issues facing the agencies and what they should do to be more relevant in the coming years.

    The second session address what can we learn from other service industries; like media/broadcasting, IT, consulting, auditing, telecom and interactive/digital. This will help gain insights on how to increase competency, be more remunerative, attract and retain talent.

    The third session is on ‘How have some advertising companies organised themselves for the new decade?‘ This will be based on an in-depth research done by IMRB on how ‘future-ready’ the agencies are with respect to agency structure, skills enhancement, and new talent acquisition.

    The last session will address the issues of improving remuneration, developing competitiveness and looking for a new cost effective agency model.

    Srinivasan K Swamy, Chairman, Goafest Advertising Conclave in his opening address will talk about the issues that the industry is facing and provide some answers.

    The Conclave will also see ASCI Ambassadors Event where senior professionals from advertisers, agencies and media will take a pledge to create advertising which is honest, truthful, decent, fair, promotes safety, and does not exploit weaker sections of society and children.

    The Conclave will be followed by Goafest 2011 from 8-9 April.

  • Colors in top position in week that ends with India’s World Cup win

    Colors in top position in week that ends with India’s World Cup win

    MUMBAI: In the week that ended with India lifting the World Cup, Colors has occupied the top spot in the Hindi general entertainment channel space amid allegations from some rival networks that it dropped ad inventory.

    The Viacom18 channel, following behind market leader Star Plus for almost a year, has added 28 GRPs (gross rating points) during the week.

    While the whole nation was gripped by the cricket World Cup fever, all the other GECs were losing viewership in a magical week that saw India triumph over Pakistan and Sri Lanka.

    Colors, on the other hand, raced up the charts to end the week with 300 GRPs, with four of its shows – Uttaran, Na Aana Is Des Laado, Balika Vadhu and Laagi Tujhse Lagan – ranking among the top 10.

    Said Colors spokesperson, “To counter the intensifying cricket World Cup mania, we adopted an aggressive approach as part of our tactical move to minimise viewership-loss to cricket. These included inventory optimisation, storyline peaks in some of our fiction shows and strong movie line-ups. The GEC space is not alien to these tactics. As the ratings suggest, this appears to have paid-off for us, as we experienced minimum viewership loss during the peak of World Cup cricket.”

    Star Plus dropped to No. 2 with 261 GRPs in its kitty (last week 291 GRPs), according to Tam data for Hindi speaking markets.

    “We refrained from dropping ad ventory to shore up our ratings. We do not believe in tactics which are ‘value-destroying‘ for the industry. For us, it is important to have a sustainable business plan,” said Star India EVP and head, marketing and communications Anupam Vasudev.

    Star Plus believes that it will retain its pole position. “India reaching the finals and winning the World Cup was a very big and good thing for the country. It has come after 28 years and is bound to impact the other genres. Viewers will come back to us, now that the World Cup is over,” explained Vasudev.

    Meanwhile, Zee TV lost 16 GRPs during the week to stay in third position with 170 GRPs.

    Sony Entertainment Television was the top loser during the week. It shed 39 GRPs and slipped one position to take the fifth spot with 120 GRPs, while sister channel Sab, even after losing 8 GRPs, stayed in the fourth position with 128 GRPs.

    Imagine TV shed 11 GRPs to end the week with 70 GRPs while Star One and Sahara One were at 28 and 22 GRPs respectively.

  • WC: Tale of record ratings and advertisers

    WC: Tale of record ratings and advertisers

    MUMBAI: When MS Dhoni hit a towering six to seal India‘s victory at the World Cup final, it was mass India watching a piece of history being created after 28 years.

    In a whole new era of India‘s superpower status in the cricketing economy, what counted was how many television viewers the game attracted and to what extent sports broadcasters could turn profitable amid high acquisition costs in a country that views a single sport with religious frenzy in constant regularity.

    The ratings created history. The ‘Men in Blue‘s‘ final battle drew in a record 135.4 million viewers and it peaked with a TVR of 35.91, demonstrating to advertisers that if there was one mass medium available it was cricket.
     
    The final contest fetched an average rating of 23.21, surpassing the classical duel between India and Pakistan that got an average TVR of 21 and peaked at 34.46 with 115 million viewers tuning in.

    The semifinal between New Zealand and Sri Lanka got a rating of 4.31 and a peak TVR of 12.87, making it the highest rated for a non Indian match. Seventy million viewers watched it, according to data from Tam Sports (C&S4+).
     
     
    The 2011 World Cup fared better than its 2007 edition. The final between Australia and Sri Lanka had earned a TVR of 4.53 and a reach of 33 million. The two semi finals had got an average of 2.55 TVR in 2007.

    Overall, the event got a TVR of 3.86 compared to 2.02 in 2007. The India versus Sri Lanka final this time around got a rating of 11.1 TVR on Star Cricket, 8.13 TVR on Star Sports and 4.35 TVR on Doordarshan.

    Maharashtra, Uttar Pradesh and West Bengal watched the World Cup tournament the most this time. India‘s nine matches delivered a TVR of 12.07 TVR. In 2007, the three India matches had got an average of 10.33 TVR. The non India matches got a TVR of 1.29 compared to a TVR of 1.43 in 2007.

    Dentsu Media CEO Sai Nagesh said that the performance of the event has been exemplary. “The amount of time that people spent viewing a game has been a revelation. It was thought that people would only watch the last couple of overs. That has not been the case. The non India games also did well. The fact that India was in a tough group which saw teams like Ireland do well boosted the event‘s performance.”

    What about the ad rate hike after India stepped into the semifinal stage? “The incremental increase in the performance of the final over the India versus Pakistan semifinal was expected. The rate of Rs 2.2 million a spot was worth it for the final for clients who came in at the last moment,” said Nagesh.

     

    Top Five India Matches Top five non-India matches
    Final India versus Sri Lanka – 23.21 TVR Semifinal New Zealand versus Sri Lanka – 4.31 TVR
    Semifinal India versus Pakistan – 21 TVR Pakistan versus Sri Lanka – 3.28 TVR
    Quarterfinal India versus Australia – 12.34 TVR Quarterfinal England versus Sri Lanka – 2.92 TVR
    India versus England – 10.97 TVR New Zealand versus Pakistan – 2.45 TVR
    India versus South Africa – 10.11 TVR Australia versus Pakistan – 2.28 TVR

    From the advertiser point of view, the series has been a rewarding one with most of them reaping a good return-on-investment. PepsiCo India executive VP – marketing, Cola Sandeep Singh Arora expressed satisfaction about the response it got for its ‘Change the Game‘ campaign which ran during the event.

    “The campaign broke the clutter and connected with the youth, which is our core audience. Innovative cricket shots such as the Helicopter Shot, Palti Hit and Upper Cut have become a part of today‘s cricketing lingo, underlining the campaign‘s success and helping brand Pepsi take ownership of everything that is unorthodox about the game of cricket. Going forward, we will continue to come up with exciting concepts and game changing campaigns that connect with Youngistaanis,” he said.

    The success of the World Cup has shown that there is enough steam left in the ODI format and it won‘t get killed by the T20 invasion. “What this event has shown is that all three formats will be viable for a long time in India. There is no danger to ODIs from the Twenty20 format,” Reliance Communications group head brand and marketing Sanjay Behl said.

    Behl said the delivery of the event as a whole was 40-50 per cent more than what had been expected earlier. “It delivered more efficiency. We were the most visible brand during the World Cup. We did innovations in terms of digital boards. The future brand recall of India winning will be attributable to Reliance,” he claimed.

    Now with the Indian Premier League about to begin, will advertisers be willing to put big monies there also?

    Media experts believe more advertisers would walk into the sport over the next few months. “There will be a premium paid. However at the same time, it is not that clients will stop spending on other genres. What the World Cup has shown is that cricket is a huge platform,” a media buyer said.

    For brands involved with the World Cup, there has been a big rub off in terms of brand loyalty. “The performance has been spectacular. Companies in categories like telecom already do a lot around cricket. This will continue. In some cases, this could intensify,” a media analyst said.

    Many of the advertisers have already booked slots on IPL. LG CMO LK Gupta said, “We already have our hands full. With the IPL, we are an on-air sponsor and the aim is to have the media share of voice. With the World Cup, it was about building a consumer connect on the ground and creating engagement.”

    Gupta said that throughout the event LG brand got good exposure. “It wasn‘t just about the fact that India won the final. The respect and stature of the brand grew, thanks to our association with this event.”

    The World Cup has thrown up an iinteresting trend with FMCG companies betting their ad monies on cricket.

    “Brands will want a piece of the pie. More companies will want to ride the bandwagon. Already you are seeing some FMCG companies advertising on cricket, which they did not do earlier. This is due to the fact that increasingly women tune in to cricket. While this is due to the rise of T20, the effect has spilled over to the ODIs. You are also seeing categories like cement and inverters starting to use cricket to generate eyeballs. This activity might speed up due to the World Cup win,” Gupta said.

  • Q Cinemas is Kings XI Punjab official multiplex partner

    Q Cinemas is Kings XI Punjab official multiplex partner

    MUMBAI: The Indian Premier League (IPL) franchise Kings XI Punjab has roped in Q Cinemas as their official multiplex sponsor for the upcoming tournament.

    Under this new sponsorship partnership, the Q Cinemas will have their branding on Jersey.

    Kings XI Punjab COO Col. Arvinder Singh said, “We are extremely happy to be associated with Q Cinemas. As a multiplex chain it aims towards providing an unforgettable entertaining experience via movies. Kings XI Punjab also aims to provide memorable ‘cricketainment’ for its fans. Hence, this association is well suited and in synergy with the stated aims of the both the companies”.

    Q Cinemas CMD Syed Salim commented, “We are privileged to be associated with a team like Kings XI Punjab as we identify with its reputation of strength, superiority and consistency. We wish the team the very best in the forthcoming season and look forward to a long term association with them.”

    The existing sponsors of KXIP are Emirates as their title sponsor, Reebok as their official apparel sponsor, USL as their official games for challenge partner, ACC as Official Team Partner, Gulf as Performance & Protection Partner and Wrigley’s as their official chewing gum.

     

  • BSA & Hercules official bicycle sponsor for Chennai Super Kings

    BSA & Hercules official bicycle sponsor for Chennai Super Kings

    NEW DELHI: TI Cycles of India, one of the leading bicycle manufacturers and part of the Rs.159.07 billion Murugappa Group, today announced their tie-up with Chennai Super Kings through their brands BSA & Hercules as their official bicycle sponsor.

    At a press conference in Chennai, TI Cycles of India and BSA Motors senior VP- sales and marketing Arun Alagappan handed over a message board comprising encouraging messages from consumers from around Tamil Nadu and the employees of TI Cycles to Mahendra Singh Dhoni (captain of India and Chennai Super Kings) reiterating TI Cycles’ support towards the Chennai Super Kings.

    Commenting on the occasion, Alagappan said, “The BSA and Hercules brands have always been synonymous with the world of sports. It is to this effect that we are glad to be associated with the Chennai Super Kings and emphasize our support towards them in this year’s IPL. Dhoni has had a magnificent run in the World Cup 2011 and we are looking for him to recreate magic with the Chennai Super Kings this time as well.”

  • IPL: Consumer connect initiative ‘Godrej Power Play’ announced

    IPL: Consumer connect initiative ‘Godrej Power Play’ announced

    BANGALORE: Godrej today announced a nation-wide consumer connect initiative through the fourth season of the Indian Player League (IPL, IPL-4) – the ‘Godrej Power Play‘, an initiative that could be the largest from the Group so far since it started brand re-building three years ago.

    Says Godrej Consumer Products Executive VP Tarun Arora, “Godrej, ever since its re-launch in April 2008 under the ethos of Brighter Living, has been in the forefront of launching powerful initiatives to engage and delight our consumers. We are happy to bring in ‘Godrej Power Play‘, wherein Godrej becomes the nation‘s first brand to foray into mass multi-category loyalty cutting across all types of consumers and 90 plus product/brand lines. ‘Godrej Power Play‘ allows consumers to participate in the thrill of the IPL by creating their own cricket teams, exchanging players, winning awesome awards while creating a lifestyle of their own using Godrej products‘ in the process as they play along the duration of the IPL-4 season.”

    Consumers of over 200 Godrej products across 90 product categories (including booking amounts for select Godrej Realty projects) will be able to take part in the ‘Godrej Power Play‘.

    Arora added, “The brand equity of the master brand Godrej has been exceeding all our internal benchmarks since our re-launch. Our mass media communications plans are being worked out for the ‘Godrej Power Play initiative‘. The campaign will be across all mediums including print televisions, points of purchase, on the products, internet, social media, communities, etc. We have also tied up with two of the IPL teams – Mumbai Indians (MI) and Kolkata Knight Riders (KKR) for amplification of the ‘Godrej Power Play‘ initiative.”

    “While our television plans are being worked out, I am sure that we will be present on most GEC channels-national as well as regional and a few news channels, maybe a few lifestyle channels. The plans should be finalized by the tenth or eleventh of this month,” revealed Arora to www,indiantelevision.com.

    The creative work for this campaign is being done by JWT and the media buying is through Madison.

    Both -the ‘Godrej Power Play‘ and the mass media campaign begin with the commencement of IPL4 on 14 April. Participating in the ‘Godrej Power Play‘ is simple-when a consumer buys a Godrej product from categories ranging from soaps to furniture to white goods, he has to send an SMS or call up 09167500100 or log onto www.godrejpowerplay.com and get the name of the cricketer for every distinct product along with value assigned to the cricketer, while creating a virtual bank balance.

    Godrej has involved the Fantasy Cricket League for assigning ratings to each IPL player. The cricketer‘s value increases based on his performances during the IPL. Various prizes, including weekly prizes and a mega -prize – A trip to London to visit Lord‘s Cricket Ground along with a cricket guru for company to watch India play England.

     

  • MakeMyTrip unveils new tagline ‘Memories Unlimited’

    MakeMyTrip unveils new tagline ‘Memories Unlimited’

    MUMBAI: MakeMyTrip.com, which is an online travel agency, has unveiled a new communication strategy that looks to underline its promise of creating memorable experiences for its customers apart from offering the best holiday packages and deals.

    The new tagline, ‘Memories Unlimited‘ is being integrated in the company‘s logo and will be featured in all future communication initiatives. The launch is being supported by a TVC.

    The campaign captures MakeMyTrip‘s positioning of a complete travel solutions provider offering premium holiday experiences that are unforgettable.

    MakeMyTrip.com CMO Mohit Gupta said, “The central brand proposition for the new brand campaign is aptly captured by our new brand descriptor, ‘Memories Unlimited‘. With this campaign, MakeMyTrip will reinforce its promise to deliver unlimited deals, destinations and holidays that will create unforgettable experiences for our customers. The centre piece of this campaign is our new TV commercial. We have retained the humorous & young tonality that our ads have always carried.”

    The light-hearted TVC‘s plot revolves around a man who has lost his memory and is being coaxed by his family members and doctor to remember something from his past. While he tries to remember his past, all that flashes in his mind are memories of enjoyable trips and holidays he has taken around the world. The man does not recognise his family members but the only name that comes to his mind is – MakeMyTrip.

    Euro RSCG managing partner, chief creative officer Satbir Singh said, “The new campaign builds on MakeMyTrip reputation for best holiday packages at great prices and adds the benefit of wonderful, unforgettable memories”.
     

  • Sonear’s ad spend is Rs 150 mn; Carat gets media duties

    Sonear’s ad spend is Rs 150 mn; Carat gets media duties

    MUMBAI:Sonear, earlier known as Donear, decided to hike its annual ad spend by 50 per cent this year to over Rs 150 million.

    The company has also awarded its media planning and buying duties to Carat Media.

    Sonear is the flagship brand of Sonear Industries, apart of the Jitendra Kejriwal Group with a turnover of over Rs 1.70 billion, and is among the top three players in the premium decorative veneers segment in India.

    Sonear Industries CMD Jitendra Kejriwal said that the brand is keen to announce the name change in the marketplace and reassert itself as the supremo in the veneers, laminate and ply industry. It’s also willing to invest whatever it takes to be the No.1 player in the category.

    Donear has been a known brand of plywood and laminates for over two decades in the country and recently changed its name to Sonear. It has about 1,800 outlets across India.

    Carat Media Sr VP Vidhu Sagar said, “We are delighted with the confidence reposed in us by Kejriwal and his team. We do look forward to partnering them in building the Sonear brand in India through our integrated communication planning process. We would be providing solutions for Sonear across all media forms through all our Aegis Media partner agencies, Isobar, Posterscope, Carat Fresh and iProspect.”

  • NBA Player Jerseys available in India at adidas stores

    NBA Player Jerseys available in India at adidas stores

    MUMBAI:For the first time, National Basketball Association (NBA) jerseys will be available to basketball fans in India at adidas stores across the country.

    The initial collection will include jerseys featuring eigningtwo-time NBA Defensive Player of the Year Dwight Howard of the Orlando Magic, five-time NBA Champion Kobe Bryant of the reigning two-time NBA Champion Los Angeles Lakers, two-time NBA Most Valuable Player LeBron James of the Miami Heat, and 2008 NBA Champion Kevin Garnett of the Boston Celtics, with additional jerseys to follow.

    In addition to jerseys, adidas, the official outfitter of the NBA, will launch the widest range of NBA performance and lifestyle merchandise ever in India.

    The first two NBA shops opened within adidas stores in India in August 2010. Following their success, as well as the slowly growing popularity of basketball in the country, 200 new adidas locations will carry the new collection of NBA merchandise as part of the adidas Spring Summer 2011 Collection.

    The new NBA collection from adidas is designed to capture the style and persona of NBA players on the court and the latest casual wear designs off the court. The line will include apparel, accessories and the latest in footwear, as well as colorful tees, large graphics and youthful designs showcasing top NBA teams such as the Los Angeles Lakers, Chicago Bulls, Orlando Magic and Boston Celtics.

    The NBA collection ranges from Rs 999 to Rs. 4,499 and will be available at all adidas Sports Performance Centers across the country.

    The launch follows visits from several NBA All-Stars who helped generate more demand for NBA merchandise in India. Nearly 15 NBA players and legends have traveled to India over the last few years to conduct a variety of basketball activities including Howard, Garnett, and two-time NBA Champion Pau Gasol of the Los Angeles Lakers.

    adidas India Director of Sales and Marketing Tushar Goculdas said, “Basketball is growing rapidly in India and the sport is already quite popular amongst high school and college kids in major metros. Being a leading sportswear brand and market leader in basketball in India, adidas‘ endeavor is to promote the game and provide our consumers innovative and exciting sportswear. We are leveraging our exclusive global partnership to bring the NBA closer to fans in India. This season, basketball enthusiasts can enjoy official licensed NBA jerseys of their favorite players and a wide and vibrant range of other NBA merchandise.

    NBA India senior director of development Akash Jain said, “The NBA and Adidas share a long-term commitment to grow basketball globally and are encouraged by the tremendous amount of untapped potential we see in India. NBA fans in India are passionate about their favorite teams and players, and through Adidas’ extensive retail network we will make available the largest selection of NBA performance and lifestyle merchandise ever in the country.”
     

     

  • Kings XI Punjab renews association with ACC for IPL 4.0

    Kings XI Punjab renews association with ACC for IPL 4.0

    MUMBAI:Indian Premier League (IPL) franchise Kings XI Punjab today renewed its association with cement manufacturer (ACC) as their Official Team Partner for the IPL season 4.

    ACC‘s renewal reposes the sponsor‘s faith in brand Kings XI Punjab.
     
    Kings XI Punjab COO Col. Arvinder Singh said, “We are pleased to continue our relationship with ACC Ltd as our Official Team Partner for the second year in a row. Both our companies share common values and we are excited about the joint initiatives that we propose to undertake in our catchment area which we shall soon announce.”

    ACC‘s association with Kings XI Punjab also marks the company‘s re-association with cricket after the last season.

    ACC will run a number of promotions during the IPL season. In
    addition, ACC also would have its brand presence in stadia in the form of Perimeter boards, ad spots on the big screen placards, etc.
     
    ACC director sales – North Joydeep Mukherjee said, “I am delighted, that our association with Kings XI Punjab continues for the second year. The format of Indian Premier League allows us to associate with the most popular sport in India and gives us a wide scope of running innovative activities around consumers, channel and employees.”
     
    ACC would be using this association to build stronger bonds with the masses of Punjab and HP and in particular, with its channel partners.