Category: MAM

MUMBAI: Neo Cricket is targeting an advertising revenue of Rs 1.75 billion for the India-Australia series, a 25 per cent jump over the last time the two nations played in India.

For the two Tests and 3 ODIs, Neo has roped in three co-presenting and three associate sponsors.
 
“We are targeting a revenue of Rs 1.75 billion from the series. The six sponsors will be taking up 40 per cent of the ad inventory,” Neo Sports Broadcast EVP – ad revenue Raju Udupa told Indiantelevision.com.

Neo is asking for Rs 400000 per 10-second spot for the ODIs and Rs 90,000-100000 a 10-second spot for the Tests.
 
Some media buyers Indiantelevision.com spoke to said Neo would end up with an ad revenue of Rs 1.30-1.40 billion from the 13 days of cricket.

“There is an overdose of cricket happening and you have the Commonwealth Games taking place at the same time. You also have other big reality properties on Hindi general entertainment channels like KBC 4 and Big Boss 4 during the festive season which are going to take money out of the market. While you do have multiple players in a category like telecom, all of them will not advertise at the same time,” a media buyer said on condition of anonymity.
 
Udupa, however, does not agree that the rates are going to soften. “This is a peak advertising season. The series is also compact with 13 days of cricket. We have promoted the season heavily. We are on course to meet our targets,” he said.

Neo Cricket is being distributed on cable TV networks by TheOneAlliance. The broadcaster recently signed a deal with Dish TV, India‘s leading DTH operator.
 

MUMBAI: Indian Railways has released its new television commercial, coinciding with the opening day of the CommonWealth Games 2010.

Created by Ogilvy Delhi, the advert emphasises on the fact that Indian Railway has been “the magic of India”. 
 
The agency has tried to capture the core essence of the Indian Railways brand – that it connects and touches every one of the 1.3 billion population in more ways than one.

The advert has been worked upon by the Ogilvy team – Sanjay Thapar (Group President North and East), Ajay Gahlaut (Ogilvy Delhi executive creative director) and Ravi Adhikari – led by Piyush Pandey (Ogilvy South Asia executive chairman & creative director) along with the Nirvana team led by Prakash Varma. 
 
Pandey said “The magnitude of the Railways brand and the way it impacts us, has been captured in such a simple yet emotionally engaging manner. Hats off to Prakash Varma and the Nirvana crew for not only pulling off a fantastic film in a near impossible deadline, but also for being able to create a brilliant film of what was on my mind.” 
 
The ad showcases a long human-chain running around the city and the famous railgaadi rap sung by Ashok Kumar in backdrop.

Thapar said, “When we were briefed on the Indian Railways project, one glaring fact that astounded us all was that the Indian Railways is possibly the biggest brand in this country – we could not recall a bigger, historical and equally endearing brand than that of the Indian Railways.”
 

MUMBAI: Electrolux, the home appliances company under Videocon, has roped in Bollywood actress Sonam Kapoor as its brand ambassador in India.

This is the fist time that Electrolux has appointed a brand ambassador for its products in India.
 
Kapoor will endorse the products of Electrolux in India through promotion, advertising and marketing.

The Electrolux product portfolio includes refrigerators, washing machines, microwaves and air conditioners.
 
PE Electronics CEO Anil Khera said, “We are thrilled at the prospect of having Sonam Kapoor as the brand ambassador for Electrolux in India. Kapoor has emerged as a youth and fashion icon in the country today. This is the first time that we have engaged with a brand ambassador as we believe that Kapoor encapsulates all the qualities that Electrolux stands for and will enable our customers to have a better connect with our products.”
 
Kapoor added, “It is an honor and privilege to be associated with Electrolux. The products are innovative and easy to use which makes them ideal for young professionals who are busy and always on the go.”

MUMBAI: Nick India, in association with toy company Simba Dickie Group, has introduced a toy offering, Squap.
 
Meant for ages 6 years and up, the game is priced at Rs 699. Squap is available at stores including Lifestyle, Landmark, Hamleys, Timeout, Crossword and Hypercity.
 
The parties state that the new chuck n catch toy promises to be both fun and encourage active play. The toy looks to combine both entertainment and development.
 

MUMBAI: Television format creator and distributor FremantleMedia has taken a 60 per cent share in @radical.media, a global transmedia business that creates advertising and branded entertainment content.

The deal represents FremantleMedia’s first large scale move into the branded entertainment market, allowing the company to further diversify its revenue sources and to develop new business models. 
 
@radical.media’s chairman and CEO Jon Kamen will continue in his role and the partnership will not impact any of the firm’s existing management team and relationships.

FremantleMedia CEO Tony Cohen announced the deal during the company’s press breakfast at the television trade eevnt Mipcom in Cannes, France.

“This major investment increases our expertise and capability as a multi-platform branded entertainment business. @radical.media’s reputation and relationships with the world’s leading advertising agencies, their clients and broadcast partners, combined with their strong creative profile and in-house talents, allows both organisations to develop more on- and off-screen content for broadcasters and brands,” said Cohen. 
 
This investment is an extension of an ongoing and successful relationship which began between @radical.media and FremantleMedia’s brand extension arm, FremantleMedia Enterprises (FME). The division has been working with @radical.media since 2008 on several highly successful projects such as the TV series Iconoclasts on the Sundance Channel, Britney: For the Record and the table tennis tournament Hardbat Classic on ESPN.

@radical.media, which has offices in New York, Los Angeles, Berlin, Sydney and Shanghai, will now continue bringing its expertise to FremantleMedia’s global network of production, distribution and licensing companies.
 
Kamen said, “As a new member of the FremantleMedia family, @radical.media will have access to new customers, new territories in key international distribution outlets and even more innovative brand extension opportunities for our existing clients.”
 

MUMBAI: Samsung India has launched nine new models in its top loading washing machines category with 6.2kg – 7.5kg capacity.

The company has also signed up Bollywood actress Priyanka Chopra as its new brand ambassador for its home appliance products.
 
The products aim to ensure long lasting germ-free, stain-free and odour-free clothes. “The new 2010 washing machine has been developed keeping in mind the needs of Indian consumers,” says Samsung India deputy MD Ravinder Zutshi. “This product range is differentiated on account of its superior performance and water saving features.”

“Talking about Chopra‘s role he adds,” “Priyanka Chopra will spearhead our advertising campaign for the new top loading washing machine range this festival season. Going forward, we will be associating with her for our advertising /communications of other Home Appliance products as well. Priyanka’s blend of spirit and style, success and charm match strongly with the Samsung brand, which prides itself on its innovation and superior products. Also Priyanka’s dynamism combined with our brand expertise will help us present our products in different, innovative ways to consumers.”
 
Samsung has introduced its ‘Eco Storm’ technology in its 7.0 kg and above Top Loading Washing Machines for better wash performance and less water spending. The ‘Inner Care Storm’ feature generates a powerful multi-directive water wave for better washing performance and less tangling while the Outer Power Storm creates stronger water flow to effectively scrub off dirt, greasy stains and detergent residue in the fabric. 
 
The Eco Storm’s center Twist Pulsator rotates in opposite directions to make hand rubbed effect. The two pulsators wash the clothes perfectly and thoroughly, so one doesn’t have to rinse the laundry repeatedly.

MUMBAI: Neo Sports Broadcast has announced a new on- air look for Neo Cricket to coincide with the India- Australia series.

Kemistry, a London-based creative agency, was appointed to create a refreshed look for both channels following a four-way pitch. The new look aims to reflect the immense passion for cricket in India. This is captured visually with an intense stream of energy and light that frames the silhouettes of the cricketers in action, forming a connection between the fan and the cricketer, united in their love of the sport.
 
Neo Sports Broadcast COO Prasana Krishnan said, “ We recently celebrated four years of existnce. We felt that it was time to go in for a refresh. The start of the cricket season seemed to us to be the best time to do it. This is the first time that the channel has been refreshed since launch. We have been working on it for four months. The whole aim is to convey the energy and dynamism of Indian cricket which has many young and new faces. The look aims to capture the aggressive, young, boldnerss of young India. The new identity shows fans, cricketers and the intense energy that cricket generates.”
 
Kemistry was chosen due to their unique presentation. “They came up with the concept of energy lines. Some of the presentations made by other agencies were generic. It was similar what you would see in a general entertainment channel or a news channel. We wanted to have something unique for the sports genre. With better software now available you can do much more in terms of designing the look and feel of a channel. The interstitials on Neo Cricket will be sharper. We wanted a modern and contemporary look and feel,” said Krishnan.
 
Kemistry MD Omar Honigh says, “It has been wonderful to work with the extremely professional team at Neo on this exciting project. It has been a true partnership, with production taking place in India under our direction.”

Neo Cricket‘s sister channel Neo Sports will relaunch next month.
 

MUMBAI: Mahindra 2 Wheelers, a part of the Mahindra Group, has entered into the motorcycle market and has roped in Bollywood superstar Aamir Khan as the brand ambassador for this segment.
 
Mahindra has launched its first two motorcycles — Stallio and Mojo. The Mahindra Stallio is available in two variants — Self Start , Cast Alloy wheels, Digital Console — priced at Rs 44,699; and Kick Start, spoke wheels which are available at Rs 41,199 (executive showroom, Pune). It is available in a choice of five shades — Derby red, Colt black, Equus blue, Buckskin yellow and Ranch green. 
 
Speaking about the bike Khan said, “The Stallio is a stylish bike offering consumers a great sense of comfort. It’s a complete bike that offers safety, style and peace of mind.”
 
The Electronic Fuel Injection (EFI) system in the Mojo has been developed by Ducati Energia of Italy.

These bikes are specially designed for the futuristic young executive or businessman who desires a rugged and reliable, yet stylish bike.

MUMBAI: As Cartoon Network gears up to launch the new series of its flagship property Ben 10 on 10 October, the channel will showcase a day-long roadblock of Cadbury India’s Gems from 9 am in the morning till 7 pm.

The new series will be launched at 10 am and will be run the entire day as part of the Ben 10 marathon to create brand recall value.
 
In an attempt to promote the show aggressively, CN walked into a cross promotional partnership with Cadbury India and McD as sponsors on board. With Cadbury, the channel conducted contests with a code on the back of Gems. 20 winners will be identified who will be given a chance to meet Ben 10 on 10 October.

Says Turner International India VP and deputy GM – entertainment networks, South Asia Monica Tata, “With Cadbury there is a good premium attached. Cadbury has a large distribution network and strength and Ben 10 is a big property. So Cadbury gave us good mileage in promoting the series.”
 
As far as McD is concerned, the channel has inked a supplementary tie-up for the show with the fast food outlet brand wherein there is a Ben 10 promotional activity doing rounds in every McD store.
 
The channel will also launch a Ben 10 watch called the Ultimatrix which has its base made of Cadbury gems as part of the promotional initiative.