Category: MAM

MUMBAI: GlaxoSmithKline Consumer Healthcare has transformed Horlicks from a health food drink to a wholesome food and beverage brand.

Horlicks has undergone a makeover to adopt a unified identity in the look and feel across the product portfolio.

GSKCH managing director Zubair Ahmed said, “We are very excited with the opportunities in the health and wellness category prevalent in India today. It has been a natural progression for Horlicks from an HFD towards a food and beverage brand with its plethora of offerings, thereby cementing its place as a Mega Brand. Horlicks has seen unprecedented growth in the last 3-4 years. With a 52 per cent share in the HFD category, this move will further strengthen the equity that the brand enjoys amongst consumers “.

As part of the revamp, the brand is also investing in an extensive mass media campaign across TV, print and mobile marketing. A nationwide activation campaign will also be announced this month as part of which consumers will have to call and answer three simple questions on health, record their ‘mauka‘ and they might stand a chance to get their opportunity/mauka funded through Horlicks.

“The new look and feel has been arrived at after a lot of consumer research and the inspiration has been taken from within the brand itself. The Wave on the packaging symbolizes Activity and ‘Sfoorti‘ and the Milk and Wheat visual establish Horlicks as the Great Family Nourisher. The Blue and Orange colour have been a part of the Horlicks brand over the last many years- Blue signifies the Dynamism/ Sfoorti and Orange signifies the association of the brand as the nourisher of the family. The logo of the Horlicks Nutrition Academy reinforces the brand‘s trust and equity in the consumers‘ minds and also the fact that Horlicks has been backed by science and endorsed by experts” said GSKCH executive VP-Marketing Shubhajit Sen.

Horlicks has emerged as an over Rs 15 billion mega brand with products under various categories like biscuits, nutribars and the most recent one being instant noodles.

MUMBAI: MoneyGram International, which offers money transfers, has signed a long-term sponsorship agreement with the International Cricket Council (ICC).

As per the agreement, MoneyGram will have a presence at all ICC cricket tournaments around the world from 2011-2015. More immediately, MoneyGram will be a local partner level sponsor of next year‘s World Cup.

This is MoneyGram’s second foray into sponsorship of the sport. The company had sponsored the ICC’s Twenty 20 World Cup 2010, held in May in the West Indies.

MoneyGram International senior VP, CMO Juan Agualimpia says, “MoneyGram is delighted about our long-term sponsorship with the ICC. MoneyGram’s brand and services are well known in ‘cricket countries’ and we are glad we can align ourselves with the heritage of the sport and bring ourselves closer to our customers.”

MoneyGram regional director of South Asia Harsh Lambah says, “I know our network of over 30,000 agent locations throughout India, Bangladesh and Sri Lanka are equally excited to be aligned with the World Cup through MoneyGram as their money transfer provider.”

India, which has the largest base of cricket fans in the world, is one of the largest money transfer markets in the world with more than $48 billion in remittances sent to India in 2009, according to the World Bank.

MoneyGram ‘s presence in the region provides a service to the more than 25 million non-resident Indians all over the globe who continue to have links to India.

MUMBAI: Scarecrow Communications has bagged the creative mandate for Religare Securities and Religare Health Insurance.

Scarecrow also handles Religare Arts Initiative and is working on the Religare Enterprises‘ wealth management business, Religare Macquarie Wealth Management, which has a tie up between Religare and Australia‘s Macquarie Group.

Oglivy India, the incumbent agency of Religare Securities, will continue to handle Aegon Religare Life Insurance, Religare Asset Management and Religare Finvest.

Manish and Raghu, founder directors of Scarecrow Communications, during their Contract Advertising days were also responsible for the launch and subsequent campaigns OF Aegon Religare Life Insurance, besides managing the wealth management and arts interests at Scarecrow.

One of the founders of Scarecrow Communications, Manish Bhatt, is already in Jaisalmer shooting a commercial for Religare Securities.

Subhrangshu Neogi, director, brand and corporate communications, Religare Enterprises confirmed the story.

Religare Arts Initiative will be handled from Scarecrow‘s Delhi branch and the Mumbai branch of the agency will take care of the Religare Macquarie Wealth Management.

MUMBAI: With the three test match and five match ODI series between India and New Zealand kicking off on 4 November, Neo Cricket is launching a Rs 50 million marketing campaign spaning television, print and social media.

A company source says that the theme of the campaign is India‘s quest for the Perfect 10. “Since 2008, India, Australia and England have been tied at nine undefeated/wins for Test matches. One more win or a draw would see India go ahead. That is where the campaign‘s theme comes from. We are also focussing on the fact that this series will be Mission Domination for India. Since the start of the year, India has done well beating South Africa and Australia.

We even won the Asia Cup. There are also a lot of records up for grabs. Tendulkar is looking for his 50th Test century. Dravid is looking for two catches to reach 200 catches in Test cricket which no Indian has done.”

The broadcaster is also doing contests using Facebook, Youtube and Twitter. Merchandise and match tickets will be given. He says that the broadcaster‘s Facebook page has grown manifold since May in terms of visits. They are also looking at programme integration similar to what was done for the Australia series. Fans can send in videos, emails and these will be incorporated into the shows, Dial C For Cricket and Extra Cover.

The source while not disclosing revenue figures, says that six sponsors have come on board. The co-presenting sponsors are Airtel, Havells and Tata Photon. The associate sponsors are Lava Mobile, Intel and Royal Stag Mega Cricket.