Category: Press Release

NewsX unveils a vibrant new look

MUMBAI: After an unprecedented performance in the year 2013 and now 2014, India’s New News leader NewsX has come up with a brand new look. The new NewsX embraces rapidly evolving needs of today’s viewer and with its new features provides viewers a clean and crisp news viewing experience. The new on-air presentation features a lively and contemporary appearance with vivid blue & red colors. The enhancements also include new type and font sizes and greater depth to images and video. The new look is in line with the channel’s profile, which caters to the young, affluent and urban viewers within the SEC AB category in the 25-44 age group. With its differentiated strategy and a broader spectrum of content mix, the channel has managed to create a unique place in the minds of viewers and advertisers.

Speaking on the occasion, iTV Network MD Kartikeya Sharma which owns and runs NewsX said, “Over the last few months, NewsX has become the home of breaking news, in-depth coverage, analysis and hardcore news reporting from the ground and this is a significant new phase to build our growth story.”

New look NewsX to also feature new shows

Along with the new look; NewsX has also come up with 2 big shows that are unique and exceptional. Recently, the channel launched ‘Decode India with MJ Akbar’, a unique show where the guest leads the questions and discussions. Every episode, our guest questions, debates, gives his opinion and probes MJ Akbar on a topic of national significance. The show airs on every Sunday at 10 am and 10 pm.

Yet another unique show ‘Ideas that shaped Indian democracy’ is coming up soon which will see one of India’s illustrious journalist and TV show host Vir Sanghvi take us through a momentous journey of rediscovery as he handpicks the biggest ideas that shaped the world’s largest democracy.

iTV Network CEO R K Arora said “Our success in the recent times only reinforces our belief in News not noise. We are glad that our strategies have resulted in unparalleled success for the channel. Our constant endeavor is to produce and present news in the most engaging manner”.

March 12, 2014
Asianet News Network ropes in Vinay Sheshgiri to head Kannada Prabha sales

MUMBAI: Vinay Sheshgiri has joined Asianet News Network brands, as VP-Ad Sales at Kannada Prabha, he will be reporting to C Shyamsundar, Executive Director & Chief Executive Officer, Asianet News Network Pvt. Ltd.

Vinay’s last stint was at VRL Group, as Vice President. In his vast 17 years experience in sales, business development & key accounts management areas, Vinay has worked for Times Group, Airtel, VRL & Radiant Corporate Network, at various levels from Asst. Manager to Vice President. Majority of his time was spent on media sales at Vijaya Karnataka & Vijayavani (Popular Kannada Newspapers brands).

“It’s very exciting to be part of a leading news brands’ group from the south. Interestingly no other group in Karnataka has both television & print brands of news. I’m sure this gives us a strategic edge in positioning and selling our mediums” says Vinay.

He is taking charges of Kannada Prabha sales from 10^th March 2014.

Part of ANN (Asianet News Network Pvt. Ltd), Suvarna News & Asianet News are leading news channels in Karnataka & Kerala respectively. While Asianet News is an undisputed leader in Kerala for several years, Suvarna News is 2^nd most watched news channel in Karnataka. Kannada Prabha is amongst the most trusted & widely read newspapers of Karnataka. Stands for its bold, unbiased, investigative and accurate reporting, the ANN philosophy is truly summarised in its approach to news as ` Straight. Bold. Relentless’.

March 11, 2014
FremantleMedia International presents a fresh array of original content for Miptv 2014

MUMBAI: FremantleMedia International makes its way to this year’s MIPTV with a host of new and diverse content to add to its already extensive catalogue.

Featuring a mix of captivating drama, riveting documentaries, glitzy entertainment, affable lifestyle and classic British comedy; FMI is set on providing buyers with a truly assorted variety of engaging content.

Bob McCourt, Acting CEO, FremantleMedia International, said, “We are delighted to present our new slate at MIPTV, which we genuinely believe offers something for everyone. With a fantastic mix of high-quality content and the addition of global superstars such as Tom Hanks, Taylor Lautnerand Lindsay Lohan to name but just a few, we are all set for this year’s market.”

Images for our new programming can be found in the below link. For press screeners, please contact the PR team. https://fmebrandmanagement.box.com/s/mkkfl8sqe4gp24kctbc2

Scripted

•Jamaica Inn (3 x 60’) is a bold new adaptation of the classic Daphne du Maurier novel, set in 1820 in the Cornish moors. This highly charged, gothic romance follows a young Mary Yellan as she becomes entangled in a dangerous criminal world ridden with smuggling and murder. Produced by Origin Pictures for BBC One.

•Dicte(20 x 60’) is a new wave Danish crime drama from Miso Film. The seriesfollows DicteSvendsen, a crime reporter who returns to her native town of Aarhus with her daughter after her recent divorce. As she begins to rebuild her life, she comes across a case that opens wounds from her past.

•Schapelle(1 x 90’) In October 2004, Schapelle Corby was arrested at Bali airport with over 4kg of marijuana in her luggage. Narrowly avoiding the death penalty, Schapelle was sentenced to 20 years in prison. Based on the controversial events that unfolded Schapellefollows the arrest, trial, conviction, and the media frenzy that erupted in the world’s press. She always proclaimed her innocence and in February 2014 was freed on parole. A FremantleMedia Australia Production for the Nine Network (Aus).

•Birds of a Feather(8 x 30’) follows the lives of sisters, Sharon Theodopolopodous, Tracey Stubbs, and their neighbour Dorien Green. In this classic British comedy, the trio once again embark on a journey tackling the hilarious issues that life throws at them. Co-produced by Retort (part of FremantleMedia UK) and QuirkyMedia Stuff.

•Play Nice(12 x 8’/4 x 22’/1 x 90’) from Vuguru follows Raquel and Peter Jacobs as they look to get their little boy George into the prestigious Le Chance Academy. Ellen and Dave Bell, Le Chance’s headmasters, interview the parents of all prospective students; but they don’t make it easy.A day that began with hope for the Jacobs’ quickly turns into a nightmare when they accidentally hit and kill the Bells’ beloved family dog on the way to their interview. The mystery of a missing dog, a parental culture clash and a very eccentric little George all come to a head in the name of a stellar education in Play Nice.

Entertainment

•Lindsay (8 x 60’) is an exclusive and highly anticipated documentary series following movie star and media sensation Lindsay Lohan on her journey through recovery following a very public period of crisis.Having had her career and personal life sidelined by her public struggles, Lindsay is strikingly candid about her situation and is more determined than ever to get back on her feet. Produced with OWN by Pilgrim Studios.

•The X Factor UK(32 episodes) brings the best wannabe popstars to the stage as the search for the next X Factor begins.Simon Cowell and a group of expert judges will once again pit their skills against each other as they search for that one act that has The X Factor. Co-produced by Syco Entertainment and Thames (part of FremantleMedia UK).

•Britain’s Got Talentis an action packed, entertainment series from Thames (part of FremantleMedia UK) and Syco Entertainment. With the dream judging panel, Simon Cowell, Amanda Holden, Alesha Dixon and David Walliams, the series is set to amaze and astound as an incredible line-up of acts compete to be crowned this year’s winner.

•Under the Gunn(13×60’) features theEmmy® Award winningTim Gunn as he hosts his new fashion competition series. Tim passes the torch to “Project Runway” alumni Mondo Guerra, Anya Ayoung-Chee and Nick Verreos, who have shown their prowess on the runway as contestants, but now must prove they have the vision and business savvy to mentor and manage a fashion empire with 15 new up-and-coming designers.Produced by The Weinstein Company and Bunim/Murray Productions.

•Great Christmas Light Fight(5×60’) is a new reality competition series in which 20 families from across America will decorate their homes to the extreme for Christmas as they compete for a $50,000 Grand Prize. The series is produced by FremantleMedia North America.

Factual

•The Sixties(10 x 60’), a provocative documentary series exploring the most transformative decade of the modern era in America. The non-scripted series is executive produced by multiple EMMY® Award-winning producers Tom Hanks, Gary Goetzman(HBO’s John Adams and The Pacific), and EMMY® Award-winning producer Mark Herzog(History’s Gettysburg) of Herzog & Company (HCO) for CNN Originals.

•The Art Of(26 x 30’) explores creative fields that fall outside the traditional definition of “art.” In each episode, a new artistic medium is explored through profiles of boundary-pushing artists. Focusing on the celebrated as well as the undiscovered, this series explores the creative process behind each featured art form, from sushi to sneakers to the holidays. The Art Of is produced by Ovation Studios.

•Drag Queens of London(10 x 60’) is a bold and revealing observational documentary series that follows the lives of a selection of performers on the biggest and broadest drag scene in the world. From the glitz and glamour of this unique subculture, to the performer’s lives off-stage, the series lifts the lid on the world’s biggest and most dramatic drag scene. Produced by The Connected Set.

•Class of ’92(1 x 99’), from Fulwell 73 Productions and Boundless (part of FremantleMedia UK), is a feature length film documentary focuses on six young footballers careers, and their journey to achieving the unique ‘Treble’ (League, FA and European Cup) at Manchester United.

•Catching Hell(10 x 60’) from Stick Figure Productionsfollowsthe extreme, thrilling, adrenalized world of commercial spearfishing. Hundreds of feet below the surface of the Gulf of Mexico, these deep water hunters fight man-eating sharks and risk paralysis to hand-select the freshest fish on the planet.

Lifestyle

•Real Girl’s Kitchen(10 x 60’), hosted by Haylie Duff, takes an intimate look inside Haylie Duff’s kitchen and life, her family and friends. Haylie sharesa selection of recipes, stories and adventures while exploring Los Angeles and New York City. Produced by OraTV.

•Jamie and Jimmy’s Food Flight ClubSeason 2(4 x 60’) features the return ofchildhood friends Jamie Oliver and Jimmy Doherty, as they embark on culinary adventures throughout the continent, taking the best of British food and pitting it against the best of the rest of Europe. Produced by Fresh One.

•Jamie’s Festive Feasts(1 x 60’) is a celebration of lazy winter days at the end of the year. With Christmas over, Jamie Oliver walks the audience through his perfect winter wind-down foods. Produced by Fresh One.

Visit FremantleMedia at MIPTV 2014 at Stand No.C11.A1 (Croisette 11, Aisle 1), 7 – 10 April.

March 11, 2014
CNNGo explores the serene Sri Lanka

MUMBA: This month on CNN, CNN Go shakes it up in the island nation of Sri Lanka.

In the capital city of Colombo, Chef Dharshan Munidasa gives CNNGo a taste of the world renowned Sri Lankan seafood. It starts with a visit tohis favorite place to get the freshest catch of the day, the Negombo fish market, and ends with a scrumptious meal at his restaurant- Ministry of Crab.

Next Dilshan Michaels and Ishara, renowned media personalities, introduce the newer side of the city. They show The Colombo Racecourse that was built in the 1800s but is now renovated into an international rugby pitchand then the Sky Lounge of the Kingsbury Hotel,to view the classic Sri Lankan sunset.

The founder of YAMU and the friendly city guide, Indi Samarajiva, shows his favorite spots and the architectural gems in the older parts of the city. The tour included Colombo’s old town hall, a tranquil cafe that also sells handmade goods and the famous Slave Island that offers plenty of cheap food and drinks.

From Colombo, CNNGo heads to the South to meet spa consultant Rosamond Freeman-Attwoodfor a tour around Galle. It begins with a tranquil morning tea at the Wijaya Beach side restaurant and then to Galle Fort, a UNESCO heritage site and its popular shopping arena. It gets more adventurous when Thana Sritharanand Dee de Silva takes CNNGo on a whale watching tour to catch a breath takingglimpse of the blue whale.

Finally, CNNGo visits the Ceylon cafe, known to serve the best seafood in the country. The trip wraps up in mesmerizing tranquility of the tea country at thehills of the Ceylon Tea Trails with Dilmah tea founder Merrill J. Fernando and his son, Malik.

CNNGo featuring Sri Lanka premiers on CNN International on Wednesday, March 12 at3.00 pm with a repeat telecast on and March 12 at 11.00 pm; Saturday, March 15at 10.00 am; Sunday, March 16at 06.00 pm and April 5 at 06.00 pm and April 6 at 10.00 am.

March 11, 2014
JWT celebrates 150 years of Pioneering in Advertising

MUMBAI: In celebration of the agency’s 150th anniversary, JWT today announced a yearlong program of innovative events and activations to highlight its pioneering spirit and rich history around the world.

“JWT’s 150th is much more than just a birthday. This is a platform to galvanize our employees around our pioneering roots and spirit of inventiveness, and to share our mission with our clients and the world,” said Chairman and CEO Bob Jeffrey.

J. Walter Thompson, the agency’s founder and the original ad man, paved the way for what is now known as modern advertising. Since the agency first opened its doors in 1864, Thompson’s vision as an innovator and pioneer has expanded into a global network of 10,000 employees, spanning 200 offices and 90 countries.

“Every day is an opportunity to reinvent tomorrow, and together with our pioneering clients, we will continue to seize that opportunity for the next 150 years,” said Jeffrey.

Over the decades, JWT has maintained a number of the industry’s longest-standing client relationships including: Unilever (109 years), Kimberly-Clark (84), Nestle (81), Kellogg’s (80), Rolex (68), Ford (67), U.S. Marines (66), Johnson & Johnson (51) and Shell (49).

In celebrating the agency’s rich history of pioneering, JWT drives forward in its mission and vision for the future to invent pioneering ideas that people want to participate in and spend time with.

“It is an honor to join JWT during such a momentous time. This is an agency with pioneering DNA – the brand, the clients and the people,” said Gustavo Martinez, Global President for JWT Worldwide. He added, “Our strategy for growth in the year ahead as a company will also draw its strength from our spirit of pioneering.”

From hiring the first female creative director and pioneering magazine advertising to being the first agency to expand overseas and the first to send a Kit Kat into space, JWT has pioneered in the world of advertising with groundbreaking ideas that are bold and engaging, and introduced many of the world’s most memorable communications.

In 2013, JWT’s innovative work won a number of accolades at global awards shows including the preeminent Cannes Lions International Festival of Creativity. JWT’s “Fakka” for Vodafone brought home numerous awards, including a gold lion and was also the most awarded piece of strategic work in the industry last year. Additional award-winning campaigns were JWT Beijing’s “Missing Children” app for Baobeihuijia.com and JWT New York’s “Yes, Virginia the Musical” for Macy’s.

And, JWT’s work for Nestlé’s Kit Kat played a significant role in the brand being named one of the most influential candy bars of all time by TIME magazine.

To kick off the anniversary celebrations, Jeffrey and Martinez unveiled a commemorative logo that revives the original historical mark from JWT’s earliest visual branding: the Owl and the Lamp. The owl, long a symbol of wisdom in many cultures, and the lamp, an emblem of light and clarity of vision, together symbolize that experience and knowledge lead to success.

Additional 150th celebrations underway for the year include:

•The Commodore Challenge – an internal contest in search of the three most pioneering ideas for the world, with cash prizes

•Cannes seminar on pioneering and innovation

•Pioneering Influencer Series with clients, alumni and industry icons

•Helen Lansdowne Resor Scholarship for female creatives

•Interactive historical timeline

•Historical content series highlighting JWT’s first and best stories from around the world

•JWTIntelligence 150th Initiative

In 2014, JWT will also continue to reinvent and bolster our digital capabilities. Actively managing digital change, JWT touts more than 2,000 nontraditional specialists dedicated to delivering digital work for clients. The agency will continue to acquire pure-play digital agencies, with a special focus on emerging markets — recent acquisitions include Thomas Idea in Thailand, Post Visual in South Korea, Designercity in Hong Kong and Lemon Sky in Poland — while expanding existing digital networks.

New business growth is an important signal of JWT’s contemporary relevance, as it often involves attracting clients from newer industries. The agency was recently named global agency of record for PUMA, confirming JWT’s credibility in the booming sectors of sport and fashion. Other new business wins included Energizer personal care brands, Air Canada and The Singapore Tourism Board.

March 11, 2014
MAX Television Premiere of ‘GOLIYON KI RAASEELA RAM-LEELA’ on Sunday

MUMBAI: MAX, the premium Hindi movies and special events channel brings to you the MAX Television Premier of the romantic drama film directed by Sanjay Leela Bhansali, ‘GOLIYON KI RAASEELA – RAM-LEELA ’ on Sunday, 16th March at 9PM only on MAX.

The film is an adaptation of Shakespeare’s Romeo and Juliet, set in violent times. In a Gujarati village, Ranjaar, infamous for its unrestricted manufacture and sale of arms and ammunition, two clans, Rajari and Sanera, have been at loggerheads with each other for over 500 years. The film opens with a violent dispute between the two over petty matters. Despite various tussles between the heads of the families, Ram (Ranveer Singh), boldly enters the house of the Saneras during the festival of Holi and frolics with Leela (Deepika Padukone) which marks the start of the love affair between the two.

Speaking about his experience of getting into shape for his entry song experience, Ranveer Singh states, “For my entry song – Ram Ji ke chal dekho, I followed probably the most intense training program I have ever been through to get into the shape that I had to for the song. It was well worth it now that I see it on screen. I am really happy that I look like that at least once in my life and it has been captured in celluloid.”

Recalling the experience of shooting the songs of the film, Deepika Padukone says, “Nagada Sang Dhol has been tough, probably the most difficult songs I have ever done. The song Ang Laga De is a very new sounding song, Lahu Munh Lag Gaya- was young and passionate. I had to completely let go and the only workout I had, was to carry the lehenga’s.”

Watch an action packed feisty love drama during the MAX Television Premiere of GOLIYON KI RAASEELA RAM-LEELA on Sunday, 16th March, 2014 at 9 P.M.

March 11, 2014
Global rebranding: Draftfcb is now FCB

MUMBAI: Six months after becoming Global CEO of Draftfcb, Carter Murray is changing the agency’s name to FCB (Foote, Cone & Belding). In keeping with the global rebranding, effective 4.30 PM IST, March 10, 2014, the India operation will be called FCBUlka Advertising and it will have a new logo.

The colours in the logo have been drawn from the colours of the flags of the world, symbolising the heritage, equity and flavour of the local advertising company and the wide network reach. The diagonal line through the letter B and the letter U of Ulka signifies the importance of the local brand name alongside the global name.

Commenting on the new brand name and identity, Nagesh Alai, Group Chairman, FCBUlka, said, “FCB has a tremendous 140 years’ equity globally and in India Ulka has a 50 years plus great heritage. FCBUlka will continue to deliver on the integrated offering to its clients and stay focused on what it has been doing over the years – Making Brands Famous and Making Clients Rich.”

“Two distinct brands, Draft and FCB, were merged together seven years ago,” said Murray in a global statement. “The entities have united and now have one seamless offering. It’s time to simplify our brand name as well to reflect our focused identity and direction.”

Specifically, the global network will be called FCB (Foote, Cone & Belding), with an important local element celebrated market-by-market. Typically, each office will add the city in which they operate, for instance, FCB Shanghai, FCB Paris or FCB Chicago, using a diagonal line through the B and the first letter of the local moniker. In some markets we will add the name of an acquired company such as in London, where the office will be FCB Inferno, due to the local equity and relevance of the acquired company. In instances where there is an agency with specific expertise, it will take on that name, as with FCB Health. And, in rare cases, the name of a highly respected creative leader will be used to further enhance the office’s delivery and reputation. That is the situation in New York, where the agency is being renamed FCB Garfinkel.

Starting today, offices will introduce the new brand name with a colourful logo design. It loosely depicts the colours of country flags from around the world, incorporating their local attributes while embodying the strength of our global network.

Importantly, Howard Draft remains executive chairman and key advisor to Murray. “Howard has been incredibly supportive of me and the direction we are taking the company,” said Murray. “All of the capabilities that made Draft such an industry leader remain essential to the future of FCB, including CRM, analytics, retail and activation. We will continue to invest in and deliver on all of these while ensuring a strong overall creative product.”

“I believe it’s a really great time for FCB. We have terrific talent and some early momentum. There’s a lot of potential here and I’m excited for our future,” added Murray.

With nearly 140 years of communications expertise, FCB’s worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies.

March 11, 2014
Eric Cevis Appointed President of Global Wholesale at Verizon

MUMBAI: Verizon Enterprise Solutions president John Stratton has appointed Eric Cevis to lead the unit’s global wholesale division. Cevis most recently led the Verizon’s global wholesale sales organization for the Americas.

Verizon’s global wholesale team provides a comprehensive portfolio of voice, data, Internet, Ethernet, Global IP, FiOS and advanced cloud and security solutions, as well as professional service engagements. In his new role as president of global wholesale, Cevis will lead an international cross-functional team including sales, marketing and operational support. The global wholesale organization supports customers including wireless service providers, IXCs, CLECs, ISPs, ILEC, MSO/cable and other telecommunications companies, as well as aggregators, resellers and content providers.

“Eric has a proven track record of driving innovation and delivering results for our wholesale customers,” Stratton said. “His broad expertise, leadership and customer focus are essential as Verizon strengthens itself as a globally connected company.”

Cevis has been with Verizon and its predecessor companies since joining Bell Atlantic in 1986, as a staff supervisor for government systems. He has held a variety of roles, including delivering bundled broadband communications services to entire communities; developing new business channels for the retail markets team; and leading sales efforts in emerging markets.

He is a member, and has served as the national program chair, of the National Eagle Leadership Institute (NELI); serves on the advisory boards of the Consortium of Information and Telecommunications Executives (CITE) and the National Association of Black Telecommunications Professionals; and sits on the board of the National Multi Housing Council. He is the founding president of the Mu Mu Chapter of Kappa Alpha Psi Fraternity, Inc., on the campus of George Mason University. He is also the executive champion for Disabilities Issues Awareness Leaders (DIAL), a Verizon employee resource group.

Cevis holds a B.S. degree in marketing management from George Mason University and has done post-graduate work at Wharton.

Verizon Enterprise Solutions is a leading provider of advanced IT and communications services to enterprise and governments around the world. Visit Verizon Enterprise Solutions for more information.

March 10, 2014
CNN-IBN & IBN7 launch Open Mike on 10th March

MUMBAI: With the announcement of General Elections 2014, the spotlight is now on the voters who will play an important role in the entire process. In an effort to provide a platform to them on what they think about various socio-political issues and how they want to get them addressed, CNN-IBN & IBN7 are launching a unique initiative called Open Mike on 10th March, 2014. This one-of-its-kind initiative will give the common citizens an opportunity to voice their concerns, grievances, opinions and expectations from the upcoming General Elections at a scale that has never been seen before.

Everyday a question revolving around the key political issues, opinions and policies will be put on–air as well as on the network’s various online and social media properties. ‘Open Mike’ will travel across pre-selected locations in 17 major cities across the country and capture bytes from people on the said question. Selected responses will be aired as special segments in the newswheel throughout the day on both the channels. In addition to this, a special half-hour show will also go on-air Mon-Thu at 10:30pm on CNN-IBN. Viewers would also be able to submit their videos, responses on the channel’s various web and social media interfaces.

Speaking on the launch of this initiative, Rajdeep Sardesai, Editor-in-Chief, IBN Network, said, “CNN-IBN and IBN7 have always followed a legacy of inclusive journalism. Taking this legacy forward at a very significant time in India, we have come up with the initiative ‘Open Mike’ to enable our common citizens to fully exercise their right to express their views and expectations from the government and help shape the future of our country.”

Don’t miss this special starting from Monday, March 10th only on CNN-IBN & IBN7.

March 10, 2014
Percept/H carries out the creative duties for Arise India’s ad campaign for Asia Cup 2014

MUMBAI: Percept/H the advertising arm of Percept Limited carried out the creative duties for its client Arise which has recently bagged the sponsorship rights of Asia Cup 2014.

Three TVC’s were conceptualized for this campaign. The first TVC opens with two constables chatting at a tea stall. One of them says that if this year Rohit Sharma goes on number three, India will win the matches. The listening constable doesn’t believe him and asks if there is any guarantee. The second TVC shows two kids discussing cricket. While one of them is sure that if a certain technique is applied while pitching, the match will be theirs. The other child asks for a guarantee. Similarly, in the third TVC two women are seen talking in the beauty parlour. One of them speaks about how if there was a handsome sardar, we would win the match. Her friend doesn’t believe her and asks for a guarantee instead. The TVC then continues with a voiceover declaring that there is a guarantee in Arise products.

Jayant Bedi, Associate Creative Director – Percept/H said “Cricket is the most favourite sport in India. But the funny thing is we all think we know the best about cricket. So we will decide how one should bat and what the umpire should have done. We behave like we are the next selectors. The campaign has been made keeping that humour in mind. But we also wanted to show that even if there is no guarantee of India winning, Arise will give you a guarantee of an assured prize. And ‘hai guarantee’ was already the brand slogan in earlier TVCs. We just decided to extend it with this as we thought this is the most opportune moment to create something for brand recall,”

S.Suresh, Sr. Vice President – Percept/H The Asia Cup was a great opportunity for us to come up with a great campaign, specifically keeping the brand promise ‘Arise hai Guarantee’ in focus and extending the brand essence into entertainment zone and taking it the next level of ‘entertainment ki hai guarantee’. Since the brand was the Title Sponsor for the tournament. The idea was to enhance the brand’s image as well as to make an immediate impact with the TVCs. Cricket is big in India and it becomes easy to grab eyeballs during live telecast of matches if you have an effective idea to show. The theme of the films was based around cricket along with highlighting the promo, as Arise was guaranteeing prizes and gifts. As an agency, our task was to showcase the brand by getting people to relate to it, and ensure that ‘Arise hai Guarantee’ becomes the next oft-spoken term by the masses.

Avinash Jain, MD – Arise India, said, “We all know the strong emotional connect that cricket has with Indians and in the Asia Pacific. It is thus to support the greater thrust of the sport that we have decided to be the title sponsor. This tournament is known for witnessing the most competitive cricket in the sub-continent, and with our association with the event, we seek to create an even stronger audience connect for the brand. Cricket is a game which is religiously followed across the sub-continent and this Endeavour will going forward help us in our ambitious expansion plans and in creating a viable space for the emergent brand across the sub-continent markets. This I’m sure will reflect the spirit of cricket and positive ties between the nations which we strongly advocate.”

Manish Bhardwaj, Marketing & Media Head, Arise India, added, “Associating with the Asia Cup is a fantastic opportunity for us to garner great brand awareness across the sub-continent as this is the showcase cricket competition of the area. This association for us is not just a short-term strategy but is a long-term investment wherein we seek greater market penetration across the sub-continent markets. We are confident that this association will aid in pushing through our consumer electrical appliances into these markets.”

March 10, 2014