Category: MAM

MUMBAI: Linc Pen, one of the leading players in the organised sector of the writing instrument industry and an associate sponsor for the Rajasthan Royals IPL franchise, has launched its Graffiti Board Campaign. 
 
It is a first of its kind campaign by which cricket crazy Indians will be able to convey their best wishes to their favourite teams and players.
 
The Graphiti Board Campaign, a unique initiative by Linc Pen, will be conducted mainly in Ahmedabad and Jaipur where the graffiti boards will be placed within the stadium and both fans and the players can interact via writing on the board.
 
Says Linc Pen MD Deepak Jalan, “We are happy to flag off such a campaign that will allow fans to express their love and wishes for their chosen team.”
 

MUMBAI: The third edition of the Indian Premier League (IPL) has managed a cumulative reach of 108 million viewers in just 14 matches, demonstrating that the T20 league is fast replacing other cricketing content as the hottest property.

The IPL in its inaugural edition had reached 77 million viewers in 14 matches, and then gone on to amass 96 million viewers in its second season.
 
The third edition of the IPL, currently on display, took 10 matches to reach 100 million viewers compared with 51 matches in the first season and 23 matches in the second season, signaling the growing popularity of the T20 format for TV viewers. 
 
Tam data, in fact, shows people are tuning in to the games even on weekdays and not just on weekends or holidays. Interestingly, the top-rated match this year was recorded on a Wednesday as the contest between Mumbai and Delhi earned a TVR of 6.24 on 17 March.
 
The average TVR this year is 4.69, which is slightly lower than the TVR of 4.97 in the first year. In the second year, the TVR was 4.52.

It is somewhat surprising that 40 per cent of the IPL’s viewership is coming from the 35+ TG. The SEC split is relatively even, as indicated by the Tam data.
 

MUMBAI: In a bid to consolidate its focus on strategic thinking, Lintas Media Group (LMG) has rolled out ‘The Collaborative‘, a central team that will focus on development and application of knowledge and systems for next generation media planning.
 
The new division to be headed by LMG president Premjeet Sodhi will cater to business units including LMG, Karishma Initiative and Aaren Initiative.

“The media agencies are undergoing a re-engineering as the media consumer evolves due to fragmentation of current media in content and form and emergence of new media. The media practices can no longer be skewed towards traditional forms of communication and we are defining newer ways of approaching the subject of communication design,” said Sodhi.
 
‘The Collaborative‘ will bring together domains of planning sciences, buying analytics, consumer and category landscape which were earlier operating as independent teams.
 
Averred LMG chairman & CEO Lynn de Souza, “Today, each of the teams has developed an enviable body of knowledge in their respective areas. The formation of a common team under the banner of ‘The Collaborative‘ will build synergies in their growth and enable efficient harvesting of the knowledge for application to the whole business.”

MUMBAI: FMCG major CavinKare has announced the launch of Hi 5, a new deodorant body spray for men, as the official deodorant of Kings XI Punjab team.

Designed by fragrance experts, Hi 5 is inspired by the West Indies cricket team’s victory sign – the High Five – which they liberally flashed and popularised on the cricket field. 
 
With cricket as its inspiration, CavinKare has build on the association with the IPL (Indian Premier League) franchise and will be launching a TVC starring Yuvraj Singh, Irfan Pathan and S Sreeshant.

CavinKare VP (marketing), Personal Care Vineet Trakroo says, “The Hi 5 brand reflects a sense of adventure which is synonymous with today’s youth. With cricket a religion and cricketers being larger than life icons, we tied-up with Kings XI Punjab. The brand is inspired by High Fives on the cricket field, which is a sign of success and teamwork used by youth all over the world.”
 
The company has also created an online contest to give an opportunity to consumers to interact with a select few players of the Kings XI Punjab team.

Kings XI Punjab CEO Anil Srivatsa adds, “We are excited to partner with CavinKare this season. Our team has the right blend of young energetic bunch of players which is in sync with their brand values. We hope the association a well deserved success in the months to come.”

The Hi 5 deo launch will be backed by online presence including winners being selected at the end of a month for a dinner date with the Kings XI Punjab IPL cricket team.
 
Hi-5 deodorants have long-lasting masculine fragrances designed to boost confidence to maximize thrills and action in life. Conceptualised as an adrenaline booster for young, active, trendy and adventurous men who are ready for thrills and adventure, it is edgy and power packed. The deo is available in three variants – Rush, Dive and Blaze.

From April, Hi-5 will be launched in all metros and major cities targeting SEC A, A+, B, 15-28 year old males. The body spray comes for Rs 150 for 150 ml bottle.
 

MUMBAI: Synergy Media Entertainment Ltd (SMEL) is setting up a specialized division that will focus on on-ground consumer activations.
 
The new division will be headquartered at the company corporate office in Noida and will have specialized teams at each of the 17 stations of the brand.

In addition to identifying existing employees to staff the new division, the company is also looking at undertaking specialized hiring. 
 
This division will assist My FM in its branding, marketing and advertising activities.

The new activations division will focus on creating specialized as well as ancillary on-ground activations to add value to MY FM‘s offering of advertising and consumer marketing opportunities that it provides to its advertisers.
 
My FM COO Harrish M.Bhatia said, ” We have already established My FM as a strong radio brand in our markets and looking forward we believe this specialised division for consumer activations will add to our repertoire of services offered to our clients. We have an excellent talent pool and we have already been creating on-ground activations but the new divison will work in a more focused and specialized manner to add value to our offerings.”

MUMBAI: Percept Out-of-Home, a 360 degree Out-of-Home communication solution and a division of Percept, has rolled out the outdoor campaign for ‘Go‘ cheese brand across Delhi and Mumbai.
 
“The Outdoor campaign in select focus cities was done with the aim of creating a noise level for the brand thus resulting in demand generation and increased penetration which has been achieved well through the select media mix and careful planning by the Outdoor Agency Percept”, says Go Cheese VP marketing Rahul Akkara.
 
In Delhi, the ‘Go‘ cheese campaign has been positioned at Delhi metro Stations – metro branding, inside metro branding, wall wraps & unipole resulting in high visibility and recall value.

The Mumbai campaign is positioned on select bus queue shelters.
 

MUMBAI: In a bid to beat the summer heat, Lux has relaunched its four body wash variants under the new Lux Body Wash range. The range is available in 125 ml and 250 ml packs and is priced at Rs 45 and Rs 80 respectively.
 
The 4 variants are White Glamour, Silk Nourishment, Soft Luxury and Uplifting Firm.
 
Said Lux Ambassador Priyanka Chopra, “I am very glad to take my association with Lux a step further with the launch of these four luxurious Lux Body Wash variants for the summer season. I am honored to be appointed as the face for this new range and I would really urge all you women out there to experience this new variant and feel your skin become soft and supple.”

MUMBAI: In a bid to expand its digital business division, brand activation agency Candid Marketing has appointed Arunabh Biswas as associate creative director for its Mumbai office.
 
“Biswas‘s experience proves his ability to provide the right direction to our expansion. Over the next year, Candid will be at the forefront of digital activations,”says Candid Marketing VP content & planning Amrita Kumar,

Says Biswas, “Today‘s age of communication is getting increasingly concentrated around the digital world. It is a constant ground of innovation and apt use of knowledge. Candid has been regularly creating campaigns which re-define innovations in the activation space. With its entry into the digital space it has a new aim, the agency bring forth the values that have led it thus far.”
 
Prior to this, Biswas was Web Chutney creative consultant. He handled brands like Airtel, Metlife, Maruti Wagon R, KFC and Makemytrip.com.

Over the last year Candid has grown by over 40 per cent, providing on ground activation strategies to clients like HUL, Nokia, ESPN Star Sports, Cadbury, Pepsi, Star TV and Mars Foods.
 

MUMBAI: HDFC Standard Life, associate sponsor of Rajasthan Royals in the third season of Indian Premier League (IPL 2010), has unveiled a new campaign.

While Leo Burnett has conceptualised and scripted the campaign, it has been directed by Sanjay Shetty from Opticus.

The new campaign, airing across TV channels from 22 March, features Rajasthan Royal players – Shane Warne, Yusuf Pathan, Munaf Patel, Kamran Khan, and Swapnil Asnodkar.
 
HDFC Standard Life EVP and head marketing Sanjay Tripathi said, “Our association with Rajasthan Royals is aimed at bringing to the fore our common values – self respect or living life with head held high. And the campaign is a natural outcome of our effort in propagating the values of self pride, confidence, and self belief.”
 
Additionally, HDFC Standard Life has several activities including financial planning sessions for the young players in the Rajasthan Royals team and on-ground initiatives in the coming months.

MUMBAI: Triton Communications has bagged the creative duties of The Vini Group, a venture promoted by Darshan Patel.
 
Says Patel, “For Vini Group we undertook a qualitative and quantitative research for five to six months to understand consumer needs because I firmly believe that insights are critical for product development.”
 
“I have worked with Triton for many years and know their capabilities, their ability to create communications that work with our target audience. My comfort level with the Triton team is an added bonus,” adds Patel.
 
Triton Communications director Munawar Syed said, “Patel is clear of his objectives and understands the role of advertising in creating and building brands that have a rational and emotional connect. We are delighted to be back with him.”