Category: MAM

MUMBAI: Leo Burnett has created a new television commercial for Bajaj Electricals’ latest Miniz range of CFLs.

The Miniz range has been created to solve the consumer’s problem that normal CFLs are too big and often do not add to the decor of a home or a fancy light fitting. The mandate before the Leo Burnett team was to bring alive the proposition of ‘small but powerful’ CFL.

The 30-second commercial starts with a boy waking up by an alarm to find out that a huge ship has barged into their locality. The film moves eight hours back, where a ship can be seen stuck mid-sea in a storm. The crew mistook the ‘powerful’ light coming from a small CFL for a strong and powerful lighthouse. The film signs off with “Chota CFL. Zabardast Roshni”. It has been shot with John Doe films.

“We always draw inspiration and insights from real life and real consumers. When Bajaj Electricals asked us to create the film, we conducted several researches to understand consumers, till we stumbled upon the observation that a lot of times in life, what you see is not what you really get,” Leo Burnett national creative director KV Sridhar said.

Bajaj Electricals executive director R Ramakrishnan added, “In a category where both the product and communication is at complete parity (every CFL claims to be saving 80per cent electricity and money) we at Bajaj have created disruption by offering the same brightness in a much smaller CFL under our Miniz range. By introducing this new range of CFLs, Bajaj Electricals has taken a step forward to guide Indian market towards international trends where already bigger CFLs are getting replaced by smaller CFLs. Bajaj Miniz CFLs are more technologically advanced and more environment friendly. The glass used in these is Led-free and with limited mercury levels. We are using Pill dozing technology for mercury filling, hence while disposing the CFLs the mercury remains in the pill and do not spread in environment. Over and above, these CFLs are more compact and add to décor of any room. Our communication partners, Leo Burnett have helped us take it to consumers in a compelling ans impactful yet simple manner.”

Leo Burnett has won metals at Cannes, Spikes, Mirchi Kaan and Abbys Awards this year.

MUMBAI: Anandi, the child protagonist of Colors’ flagship fiction show Balika Vadhu, is still the most favourite character of audiences among the Hindi general entertainment channels across the last one year.

The findings have come from the recently released fifth track of ‘Characters India Loves’ study by Ormax Media.

The study was conducted during August-September this year. Interviews were conducted among 2500 respondents in Mumbai, Delhi, Ahmedabad, Lucknow, Indore & Jalandhar, in the 15-44 age groups.

As per the report, Anandi’s share among the fiction audiences has, however, dropped by 12 per cent in the last three months. Jethalal (Tarak Mehta) maintains his second rank.

Archana (Pavitra Rishta) has increased her share by 34 per cent and is on third rank among the fiction characters.

Topping the list of most favourite non-fiction characters this time are Anu Malik (Indian Idol), Rannvijay (MTV Roadies) and Sriram (Indian Idol).

Characters India Loves is a quarterly study to measure the popularity of characters on Indian television. The study has been created and conducted by Ormax Media, the research and consulting firm specialising in the media and entertainment industry.

This edition reports the ranking of over 200 characters on various channels. The report also lists the top fiction and non-fiction characters across gender, age, SEC and market segments. Further, a section of the report illustrates reasons for likeability of the top characters.
 

MUMBAI: The debut episode of Kaun Banega Crorepati on Sony Entertainment Television (Set) has clocked a TVR of 5.3 in the three metros of Delhi, Mumbai and Kolkata.

The launch episode witnessed a peak TVR of 8.2. The Amitabh Bachchan-hosted game show has attracted both female and male audiences. The reach for the initial episode stood at 15.9 per cent, while time spent on the show was 32 minutes.

The launch date of the game show, in its fourth season, coincided with host Amitabh Bachchan‘s birthday.

KBC4, however, got lower opening ratings in the three metros than the previous three seasons on Star Plus. As per Tam data for three HSM Metros, the first season of KBC in 2000, which redefined the Indian television viewing and gave Star Plus its leadership position, had clocked a TVR of 11.1. 

The second season saw an even bumper opening with a whopping TVR of 18.5 in 2005. The last season on Star Plus, when Shah Rukh Khan replaced Bachchan as the host, managed an opening TVR of 11.3.

The TV viewing universe, however, has expanded. In 2000, the universe size was 17,216, which expanded to 22,456 in 2005, 36,066 in 2007 and currently stands at 45,388.

MUMBAI: Zoom, the Bollywood entertainment channel, is doing a special roadblock with Bollywood actor John Abraham on 16 October, as it will showcase the club wear line from Van Heusen called V Dot all day long on Zoom this Saturday.

The entire day’s programming on Zoom will revolve around Abraham with Star Dum, Superstar Superlives, Planet Bollywood, Encounters with Omar, songs, vignettes, the evening movie and much more.

Mindshare principal partner, client leadership Chirantan Chandran said, “There have been road blocks done by other clients with their TVC. But this time we are trying to give a new meaning to the term roadblock. Whole day we will own the content as well as the advertising on the channel. The content will be all based on the brand ambassador and also have synergy with the brand campaign theme. Zoom also gives us the opportunity for focused targeting of the relevant audience.”

For V Dot, this roadblock brings alive the essence of the brand: bold sophistication, fashion and individuality targeting the young irrepressible trailblazer who lives life on his own terms.

Zoom business head Bala Iyengar said, “This ‘SuperStar SuperBrand‘ initiative with Van Heusen’s V Dot and Zoom is unique where a brand and its ambassador come together in a relevant medium to create an impactful association.”

Van Heusen COO Shital Mehta said, “We were looking at doing something disruptive since it was the first campaign with John and a roadblock on Zoom was an obvious choice specially when the connect between the medium, the brand and the celeb is seamless.”

MUMBAI: Sports footwear maker Reebok has launched new television commercials featuring cricketers MS Dhoni and Yuvraj Singh.

The new commercials, aimed at pushing the ZigTech Shoes, combine animation with live action to bring athletes’ training regimens and personalities to life in a fun and unexpected manner.

ZigTech ads are created under the brand’s “Ree” marketing platform by DDB Berlin and produced by Logan.

Ree is a fresh voice for the brand that the company says remains true to its DNA and puts it at the center of the conversation and the creative.

Designed to transform each step into a wave of energy while giving athletes a soft and springy ride, ZigTech features a bottom unit constructed from innovative lightweight foam and engineered into a dramatic zig-zag shape. The energy transfer mechanism helps to reduce wear and tear by up to 20 per cent on key leg muscles especially shins and hamstrings. The advertising campaign draws inspiration from this zig-zag shaped outsole to reinforce the benefits of ZigTech technology.

In the Dhoni spot, the cricketer runs from the rooftops of Mumbai and through street traffic, then jumps on a motorcycle and heads to the beach, where he fields and hits coconuts thrown by palm trees. In his spot, Singh jumps on a rope swing, dodges punching bags, and climbs up walls and through tunnels, all in a day of training – before driving off in a convertible.

Reebok India director sales and marketing Sajid Shamim said, “The ZigTech commercials help to highlight the training regimes and personalities of Dhoni and Yuvraj in a fun and innovative manner. We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it’s about the journey – about enjoying what you do.”

Reebok India MD Subhinder Singh Prem says, “With the ZigTech advertisements, we’ve leveraged the zig-zag – the iconic visual element from the product – and have created a whole animated world of fun and sport that is energized by this technology. ZigTech is intended to help today’s athletes train harder and longer, so both spots naturally focus on MS Dhoni and Yuvraj Singh’s training regimens – but they also include aspects of the athletes’ off-pitch likes and personalities that provide an element of fun and discovery.”

In addition to running ads on TV, the ZigTech campaign features print, digital, out-of-home, cinemas, below the line activation and in-store elements.
The shoe will be available in 10 colours across Reebok stores and is priced at Rs 6999 and Rs 7999.

MUMBAI: MEC Access, the market-leading entertainment, sports and partnership division of MEC, has been awarded the IP business of ABSIL, a Times Group company.

The mandate to MEC Access is to advise ABS on the best platforms for their IP assets – both existing and forthcoming. MEC Access will also buy these platforms on behalf of ABSIL.

“This is a greenfield area and we are delighted to partner with ABSIL in this exciting venture. The partnership will begin with immediate effect”, said MEC Access national director Rajneesh Chaturvedi.

ABSIL business head Amit Sharma said, “We are pleased to sign on MEC Access as our partner. We look forward to some great communication solutions emerging out of our partnership”.

MEC Access was launched as a specialist division of MEC in 2008 keeping in mind the rapidly evolving communications landscape. Since then, MEC Access has managed some of the most visible engagement initiatives in the recent past – Citi-IPL sponsorship, NIVEA-Femina Miss India partnership, HDFC Standard Life Spell Bee activation, Honda Stunner activation, LG Mallika-E-Kitchen AFP (advertiser funded programme), Nivea For Men – Chennai Super Kings association, Hi5 – King XI Punjab association amongst others.

MUMBAI: 92.5 million viewers tuned into the Commonwealth Games from 3-9 October on DD 1 and DD Sports, according to Tam data.
 
The event got a TVR of 0.5. On DD1, the TVR was 1.02 while on DD Sports it got a rating of 0.24.

In terms of individual sports, three sports crossed a TVR of 1 on a day – badminton courtesy Saina Nehwal, table tennis and weightlifting.
 
On the advertising front, 15 hours worth of ads aired during this period. There were 51 advertisers and 56 brands.

The top ad categories were corporate/brand image, social ads, travel and tourism, banking-services and products and two-wheelers. 
 
PSUs dominate the list of top advertisers. The top five advertisers were Indian Railway Catering and Tourism Corp, Bank Of India, Hero Honda Motors, National Thermal Power and Air India.
 

MUMBAI: Jasper, the multi-channel direct marketing platforms company, has launched a $2 million corpus, ‘Jasper Marketing Innovation Fund’.

Jasper will be looking at making investments in other companies that are engaged in innovation in the marketing services and platforms space in India through this fund.
 
Jasper, which operates deal-a-day site SnapDeal.com, has extended its presence in 30 cities in India and 5 countries across the globe within last two years. It claims relationships with 30,000+ retailers across various sectors.

Jasper CEO Kunal Bahl said, “Given our extensive reach and relationship with retailers, we can serve as an enable to provide the reach, expertise and resources to scale a strong marketing concept very quickly.”

The fund will aim at enabling companies and entrepreneurs in the marketing services and technologies sector in India to scale their products rapidly. “We are looking for very sharp and committed entrepreneurs who are passionate about build great products to meet marketing needs of retail businesses,” says Bahl. 
 
The company would be looking at customer activation, loyalty, efficient brand promotions, social media, database marketing and mobile marketing sectors.
 
Jasper also owns MoneySaver and has recently acquired Bangalore-based Grabbon, a group buying company.

MUMBAI: Airtel has roped in Hero Honda as an associate sponsor on-ground for the upcoming three match ODI series between India and Australia.

Earlier in August, Airtel had won the on-ground sponsorship rights for three years till 31 March 2013 for Rs 33.3 million per game. Airtel will, thus, have to cough out Rs 1.7 billion as 51 matches have been firmed up during this period.

The other bidders were telecom majors Idea Cellular, Micromax and Karbonn Mobiles.