ITV

Category: GECs

  • And now a 3D mobile game for Colors’ 24

    And now a 3D mobile game for Colors’ 24

    MUMBAI: It has been three weeks since Indian audiences have been introduced to a new fictional TV format in the form of real time story telling through the first international adaptation of the American hit 24. With a 360 degree marketing campaign – almost like that used for full length feature films – to help create the buzz around the series, host channel Colors has decided to perk it up by throwing in a sparkling digital ingredient for viewers.

    And it’s coming in the form of a 3D interactive mobile game for iOS and Android phones. Developed by Gameshashtra Solutions, it is targeted at those who want to have the thrill of playing Jai Singh Rathod (Anil Kapoor) – the main protagonist of the show – while on the go. Called ‘Safari Storme 24 – The Game’, it is available for download only in India. It will allow gamers to go through three maps of Worli, Dadar and Parel with 30 levels of two minutes each. As of now only the Worli route is available while the other two will be launched in the coming weeks.The first map of Worli is a rooftop setting.

    Four and a half months went into creating the 3D game. Fans will keep going through levels, scoring points, winning ammunition and then checking scores with others on the ‘leaderboard’ through their Facebook or Twitter accounts.

    “The three locations in the game are also there in the series,” says Colors digital head Vivek Srivastava. “We kept the game in the spirit of the show by taking the concept ‘race against time’ rather than the political drama in it,” he adds.

    Explaining the game technique Srivastava says that players have two ways of surviving – hit and survive or duck and survive. As the game levels progress, the enemies come in hordes and ammunition also stacks up.

    Coming up with a 3D game has probably cost sack fulls of money, apart from what has already been invested in the expensive show. But the channel seems to not be too worried about it.

    Vivek Srivastava is targeting a million downloads of the game

    “For the first season it is not about making money,” says Srivastava who is aiming at getting 1 million downloads for the free game. However, advertisements will be inserted into the game that would give them some amount of revenue.

    24 is Colors biggest fiction property created by Anil Kapoor Productions and Ramesh Deo Productions (RDP). Delly Belly director Abhinay Deo is the series director while Rensil D’Silva is the scriptwriter.

    The show is presented by Safari Storme while Next is one of the associate sponsors. The launch day saw it garner 3.4 million viewers with most of it coming from the urban areas while the second week saw it get an average of 2.6 million viewers.

    “Television executives in India are increasingly understanding that you can take a TV show into other experiences for viewers. Look at KBC which has a game which allows fans to test their general knowledge skills online and on the mobile. And now Colors has developed a 24 game which will allow youngsters and old alike to shoot, and kill while rising up in levels,” says a media observer. “The fact that it is primarily for the mobile will bring in a lot of fans who will play the game when they have a few minutes to spare, whether in the bus or the train or in between meetings. It’s a great move. Hopefully, some of the gamers who are not viewers of the series will be lured to watch it after playing the game.”

    Another media observer says that there is little hope of 24 ever becoming a massy series along the lines of soaps and dramas. “It’s great to flog the horse, but the horse only has that many backers,” says she. “Colors has gambled with 24 and it is to be lauded for the effort especially in terms of taking TV production and narrative to a different level. But it should bear in mind that 24 is going to be a niche affair for some time. So it should not expect too many incremental gains from the game as well.”

  • TLC launches a new India centric food series

    TLC launches a new India centric food series

    MUMBAI: The show is hosted by the award-winning UK TV home cook, food writer and stylist Ravinder Bhogal wherein she will whip up dishes from across the globe in her signature style.

     

    Discovery Networks Asia-Pacific senior VP and general manager – south Asia and head of revenue, pan-regional ad sales and southeast Asia Rahul Johri, said, “TLC is committed to present the widest range of food programmes and exciting new formats, hosted by the finest and most entertaining personalities. This festive season, we will bring a fresh talent with an Indian lineage – Ravinder Bhogal – whose delicacies will delight the most refined palate. In Ravinder’s Kitchenviewers will experience world flavours presented in a unique style.”

     

    Excited on the launch of her series on TLC, Ravinder Bhogal, said, “It feels absolutely fantastic to cook for the Indian audience. I am all set to enjoy my new relationship with the Indian viewers on the country’s favourite lifestyle channel TLC.”

     

    The showwill premiere on 28 October every night at 8 pm only on TLC.

  • Reliance, Star India, IMG brings Indian Super League for football to India

    Reliance, Star India, IMG brings Indian Super League for football to India

    MUMBAI: Reliance Industries, Star India and IMG are set to launch the “Indian Super League”, an unrivalled football championship that will foster local talent and feature international stars with the aim of making the game one of the country’s flagship sport and India – a name to reckon with in the global arena.

     

    The league promises to revolutionise the sport from the very get-go, leveraging the strengths of all three partners who are focused on growing the game to national prominence, offer Indian football greater global exposure and eventually help India qualify for the 2026 World Cup.

     

    Reliance, India’s largest business enterprise, Star India, the nation’s biggest TV network and entertainment conglomerate, and IMG, a leader in sports management, have a storied tradition of innovation, competitiveness and institutional commitment that will propel the venture, in which the partners will have proportionate stakes.

     

    The “Indian Super League” will feature eight city specific teams to start with and will tap the burgeoning interest among the country’s young population that’s increasingly seen taking interest in the sport globally. The League will kick-off in January 2014 and will run through March 2014, with plans for a second window in the same year.

     

    Annual global revenue for football globally is estimated at USD 28 billion,according to a study by AT Kearney. Star India,which also holds telecast rights to BCCI cricket matches in India,will use its superior content creation,packaging and presentation expertise to whet and retain viewer interest.

     

    “Football, with its largely untapped potential in the country, has the opportunity to grow to an unrivalled commercial success quite unlike any other sport. We hope the growing football footprint will pave the way for the nation’s sporting renaissance”, said IMG-Reliance chairperson Nita M. Ambani.

     

    “India is hungry for its second sport. Combined with our expertise in sports production, our attempt is to bring an unparalleled football experience to our viewers”, said Star India CEO Uday Shankar. “For far too long, the Indian sports fan has quietly waited for this revolution on the cusp of which we stand today. Our objective is nothing short of creating a movement around football in India. We want to put India on the global map.”

     

    “The ‘Indian Super League’ will feature international football stars combined with good football facilities, rivalry between India’s biggest cities and the roar of a billion passionate fans,” said IMG Worldwide chairman and CEO Mike Dolan. “It envisions creating new football powerhouses in this part of the world, which will rise to global prominence as the country and the sport further develop.”

     

    The League will have world-class international players play with the best from India. Each team will have one marquee player, international players and the best of Indian talent. Given India’s burgeoning interest in football and the country’s long association with the sport, the ‘Indian Super League’ is on the threshold of launching a revolutionary new football culture in the country.

     

    The ‘Indian Super League’ will also implement various football development projects aimed at holistic development of the sport in the country, including engaging with the masses to get them excited about football, encouraging families to regularly involve their children in football, creating an infrastructure to identify talented footballers at a young age and groom them into elite professionals and creating a critical mass of highly talented coaches to work at all levels of football in India.

     

     

     

  • Al Jazeera begins its inroad into India

    Al Jazeera begins its inroad into India

    MUMBAI: Lately if you’ve come across one too many hoardings saying: “We put human beings at the centre of our stories”, it’s only because Al Jazeera, the Doha-based English news channel, has kicked-off its first campaign to make its presence felt across the country.

     

    Al Jazeera forayed into the Indian market way back in 2006, but had to wait four long years before being granted a downlink license for airing. Thereafter, the channel slowly went about expanding its reach into more and more Indian households to get a toehold alongside existing competitors i.e. BBC and CNN. Three years down the line however, the channel felt the time was ripe, especially with the festive season already here, to announce its presence nation-wide, especially in major metros like Delhi, Mumbai, Kolkata, Chennai and Bangalore as well other towns.

     

    Kick-started beginning October, Al Jazeera’s first campaign is here to stay till end November, after which an assessment will be done to evaluate viewership changes that may have taken place since the onset of the campaign. Approximately Rs 2- 2.5 crores have been spent on the nationwide campaign. Three creative ideas are trying to spread Al Jazeera’s message by displaying three issues- profits, earthquakes and global warming.

     

    The focus of the campaign, whose creative has been designed by Ogilvy & Mather, is OOH (hoardings and buses), print and radio, with the talking point being how the channel always gives a human picture to issues. “People are the centre of the story is what Al Jazeera stands for and what we are trying to highlight through the campaign,” says Al Jazeera India bureau chief Anmol Saxena.

     

    “The first phase was to let the people sample the channel and now, it is time to create awareness regarding Al Jazeera through this campaign,” says Saxena.
    Anmol Saxena says that Al Jazeera puts people at the front of issues

     

    Meanwhile, the second phase of the awareness campaign will begin in January 2014. Recently, the channel also launched a dedicated page for India, which according to Saxena will stay for a while. “There are always spotlight countries and currently the spotlight is on India,” he says.

     

    “The campaign will definitely help lift the profile of Al-Jazeera and result in generating pull amongst Indian TV viewers,” says a media observer. “It’s a high decible one definitely and good money is being spent on it. But the Al-Jazeera team will have to simultaneously ramp up local coverage as well as distribution for the full benefits to accrue. Distribution in India is not that easy.”

     

    Another media expert states that there is a perception failure about the channel amongst Indians. “They think it is an Arabic perspective on world developments and that it is not as democratic as CNN or BBC. It is a long and winding road to correct this perception.”

     

    Currently, the Delhi bureau is the only office which covers the whole of India, with seven employees that would increase to about 10 in the next few months. The channel has had Sohail Rehman and Divya Gopalan as dedicated India correspondents since a few years and many freelancers who contribute to the channel and the website.

     

    As of now, Al Jazeera is an FTA channel available on both DTH and cable TV (digital plus analog) while plans are afoot to acquire on the digital and DTH fronts. Presently, the channel is available on Tata Sky, Dish TV, InCable, Hathway and DEN.

  • NGC to premiere documentary on making of Buddh International Circuit

    NGC to premiere documentary on making of Buddh International Circuit

    MUMBAI: Chequered flags, pit girls, more than 95,000 fans, revved up engines…while the frenzy surrounding the Indian Grand Prix is already palpable, National Geographic Channel (NGC) is all set to take viewers at home, on a rollercoaster of a ride with their one-hour special documentary titled Buddh International Circuit: A Race Against Time.

    Premiering 25 October at 8 pm, NGC through the documentary, takes a look back at a crew of around 8000 people, as they battle adverse natural forces, strong winds, dust storms, heavy rains, and extreme heat, to make the daunting and inflexible deadline of building India’s first ever Formula 1 racetrack – The Buddh International Circuit.

     “It has been our endeavor at NGC to entertain as well as inform, through our key franchises. In some, we showcase some of the best mega-structures of the world, taking the viewers, not just into the splendor but also the challenges of putting together such a mammoth project. The Buddh International Circuitstands as a symbol of one of the most awe inspiring Indian infrastructure projects in recent history,” said NGC Network and Fox International Channels VP – marketing Debarpita Banerjee.

    “Against the backdrop of the upcoming Formula 1 season, documenting the resurrection of this world class racetrack has been a privilege for us. In sync with our brand philosophy ‘Unlock’, here is yet another special that will open up a lot of aspects about a subject India is getting increasingly passionate about. The Buddh International Circuit: A Race Against Time documentary in association with Jaypee Sports, allows us to showcase the making of India’s first ever formula 1 racetrack. And it has been one thrilling ride,” she added.

  • OgilvyOne wins 5 metals at DMA Echo

    OgilvyOne wins 5 metals at DMA Echo

    Mumbai: OgilvyOne Mumbai helped India achieve its best ever year at the DMA Echo awards which were held in Chicago on 15 October.

     

    Of the total haul of nine metals, OgilvyOne bagged five at the DMA Echo awards which is ranked among the oldest and most revered effectiveness awards on the calendar.

     

     Elevated Ogilvy South Asia executive chairman & creative director Piyush Pandey said excitedly, “I am delighted with yet another stellar performance by OgilvyOne at the worldwide Echo awards. This reinforces our digital leadership, not just in India but at an international level.”

     

    Adding on to it, OgilvyOne Worldwide president & country head Vikram Menon commented on agency’s performance, “Never before has an Indian agency won five ECHO Awards in a single year. This is a huge triumph for OgilvyOne India and a significant win for Ogilvy & Mather Asia Pacific. This clearly endorses OgilvyOne’s leadership position and stature in this industry.”

     

    The digital agency had earlier dominated the DMA Echo India awards by bagging several awards including Agency of the Year and the Grand Prix.

     

    Speaking on the occasion, OgilvyOne, Mumbai senior creative director Burzin Mehta said, “These awards mean a lot because they are awarded by an international jury comprising clients, planners and creative people. If anyone needed proof that great work works great, I suppose this is it. This award belongs to lots of people, so congratulations to everyone!”

  • East competes West in DDs new dance reality show

    East competes West in DDs new dance reality show

    NEW DELHI: Earlier this week, Doordarshan telecast an innovative reality show, Bharat Ki Shaan – Rum Jhum that saw classical Indian dance forms compete with Western dances.

     

    The programme commenced on DD National on 14 October and will be aired every Monday and Tuesday at 10.00 pm

     

    Conceptualised and created by the pioneer of reality shows in India, Gajendra Singh, the show has a unique concept and is being developed by the living legend of Indian classical dance Dr Sonal Mansingh.

     

    On the occasion, Doordarshan ADG (Publicity) V.K. Jain said: “We are very happy to produce, Bharat ki Shaan – Rum Jhum. With this show, we want to expand Bharat ki Shaan in the form of dance. The concept of doing Indian classical vs. non-Indian dance was conceptualised by DD Director General Tripurari Sharan. It was his idea to get the traditional and contemporary Indian dance vs. other forms of dance to bring out the cultural values from different parts of the world.”

     

    At present, Bharat ki Shaan is confined to singing.

     

    Mansingh will be seen for the first time on Indian television as the “Guru Shrestha”, the supreme judge. She has been honoured with Padma Bhusan and Padma Vibhusan, and is renowned world over for her expertise in Odissi and Bharatnatyam and her interpretations of the classical in modern terms. Rum Jhum is an extension of Dr Mansingh’s vision. “It is a strategy for me to bridge the gap between the popular and pure arts. I hope the show doesn’t only let the country discover new talents, but also discover dance in its diversity, richness and beauty,” she said.

     

    Saaibaba Telefilms CMD Gajendra Singh, who has been known as the creator of musical reality shows in India with shows like Antakshari, SaReGaMa, Voice of India, Music Ka Maha Muqqabla and the recent hit Sur Kshetra, will foray in to the world of dance with Rum Jhum. “I am looking forward to the show as much as my viewers who likewise are ardently waiting for its launch”,  Singh said.

     

    Besides Dr. Sonal Mansingh, the show has two other expert judges – Sandeep Soparkar, who is an expert in Ballroom dance; and Sandeep Mahavir, a Kathak dancer and expert – to groom and train and get the best from the contestants.
    Talking at the occasion, Sandip Soparrkar, said: “There is no other platform which gives prominence to non-Indian dance forms in particular. I am extremely thrilled to be a part of this show. I am glad that Gajendra Singh came up with this offer. It is a wonderful opportunity. My best wishes are with all the contestants and our entire team. I am sure we will make a great show.”

     

    Sandeep Mahavir, who is representing the Indian dance forms is a young Kathak dancer-choreographer who is popularising the Jaipur Gharana of Kathak the world over. “Rumjhum is a big platform for me. Youngsters who want to make a career in this field can go places because of this platform. It is not a competition but a representation of two art forms. I am excited to see the audiences’ reaction. I just hope that the upcoming talents and the contestants don’t have to struggle the way we have,” he said.

     

    While the two dynamic dance gurus look forward to add a dimension to the show, the fascinating blend of classical, regional folk and western music combined with Bollywood, will keep the entertainment quotient always on a high.

  • Telly Talk India soars high on popularity

    Telly Talk India soars high on popularity

    MUMBAI: Telly Talk India, the brand new online channel, has its pulse on all the things that go on after the daily soap cameras stop rolling and reality TV gets real. Showcasing some of the most exclusive and sensational telly scoops, Telly Talk India is making heads turn. It has crossed one crore video views on YouTube within six months of its launch. The digital channel has been successful in establishing itself on the basis of its irresistible entertaining content. In fact, within two months of its launch, more than 10 videos from Telly Talk India were trending on YouTube charts.

     

    Telly Talk India is owned and operated by one of the leading Bollywood channels, Zoom, which is also India’s biggest TV brand in the digital space. Zoom has over 81 crore views and nearly 3.3 lakh subscribers on YouTube, over 52 lakh fans on Facebook, nearly 2.8 lakh followers on Twitter and over 12 lakh people in its circles on Google+. The basic idea of the online channel Telly Talk India emerged from Zoom’s weekly TV show “Telly Talk” that covers the off-screen lifestyles of the most popular TV celebrities.

     

    Telly Talk India has become the most sought after destination for the Indian television lovers, giving them an uncensored access to the life of their favourite telly stars. From identifying the “good-friends” in the industry, to RK from Madhubala (Colors) disclosing his real life romance and Saras from Saraswati Chandra (Star Plus) talking about the upcoming twists in the serial to revealing telly stars’ personal wardrobes to how they celebrate their anniversary and what goes on behind-the-scenes on the sets, this digital channel is not just good at sourcing the latest scoops from telly land, but has the distinction to uncover the in-depth stories first.

     

    Enthralling the viewers with some exciting content innovations, Telly Talk India has exceeded expectations and has constantly delivered engaging content. Telly View, a segment on Telly Talk India, is the only online review show that rates the Indian TV shows. From predicting the runaway successes to short on-air life of shows, Telly View has been bang-on in predicting the fate of the latest launches on television.

     

    Mashup – a fun series of mashed up star-conversations is a roaring success because of its highly addictive tongue-in-cheek humour. Telly Express is a spicy one-minute roundup of all the biggest stories in Television.

  • ‘DID 4’ invites you to ‘Dance It Out’

    ‘DID 4’ invites you to ‘Dance It Out’

    MUMBAI: In the last three seasons, it has tapped the audience’s heart with jaw dropping performances by the contestants. From introducing the Indian audience to dance forms like locking and popping, hip hop moves to “slo-mo” style, to making dance popular among all age-groups, dance reality show Dance India Dance has done it all. Now, the show is back with its season 4 with a bang. Come 26 October, it will celebrate the passion of dancing every Saturday-Sunday at 9:00 pm only on Zee TV.

    While Maruti continues to be its title sponsor, the channel has also signed a deal with WeChat and eight other associate sponsors have been roped in.

    The new slogan, “Dance It Out” is refreshing and sends out a strong message to its viewers that nothing is impossible to learn, dancing definitely not!

    Talking at the launch, Zeel content head Ajay Bhalwankar says: “DID brings in raw talent from every nook and corner of the country. You don’t need to be a star, your talent and passion for dance will say it all.”

    Produced by Essel Vision, the show will follow the format similar to the original season where 18 contestants are divided into three teams led by three masters. The masters will groom and mentor their respective teams in every episode to face the “Dance ka Tashan”.

    The show will be hosted by Jay Bhanushali and actor Mithun Chakraborty will continue as the grandmaster.

     

    You don’t need to be a star, your talent and passion for dance will say it all, says Ajay Bhalwankar

    However, what’s new this season is that besides the original three judges – Geeta Kapoor, Remo D’souza and Terence Lewis, who are an inseparable part of the DID family – the show has roped in three young choreographers in its panel of judges – Mudassar Khan, who has choreographed films like Bodyguard, Dabangg 2 and Ready; Shruti Merchant, comes from a family of choreographers and began her career as an assistant choreographer in films like Dhoom, Rab Ne Bana Di Jodi among others; and Feroz Khan, started his career assisting Farah Khan and has made a name for himself with hit dance moves in songs like Maa da ladla.. and Johnny Gaddaar.

    The judges think that this time it’s not just going to be a challenge for the contestants but even them, who will have to prove their worth.

    alking about the change in format of the show, Zeel chief sales officer Ashish Sehgal says: “Change is the sign of growth. We are proud of our choices for the fresh panel of mentors this season. At Zee, we always believe in making celebrities out of deserving talent. New judges will bring new fans, making the show better and different.”

    Essel Vision Productions, producer Nitin Keni agrees and says: “Each of them come with an impressive body of work in the field of dance. Moreover, it is their passion for dance that has landed them on our panel of judges.”

    The channel is confident that the new trio will drive millions of dance enthusiasts across the country.

    The dancing fever has already gripped the enthusiasts, as the auditions that are being conducted on a large scale in 16 major cities, have received an overwhelming response from the dance lovers.  And it is not just going to be a television show this time. Zeel marketing head Akash Chawla says: “We are bringing the show parallel online. Just saying, Dance it Out won’t make sense till the time you actually bring it out in a complete manner.”

    The entire marketing strategy behind this is that ‘Dance it Out’ should not just be a slogan but a movement, says Akash Chawla

    Throughout the series, every week, the masters will give out a theme and the audience can make a video with that particular theme and submit it online. After being selected by the judges, the best videos will go on air. Adds Chawla: “The main objective is to give a platform to as many people possible in the most convenient manner. Everybody cannot qualify the auditions, but you have to do something for the people who are talented and are passionate about dancing.”

    On its marketing side, to expand its foothold, the channel is also concentrating on on-ground activities. The channel is expanding its presence majorly in ten cities, giving them a particular theme which is relevant to that city at that particular time. It will encourage people to come out and dance. “The entire marketing strategy behind this is that ‘Dance it Out’ should not just be a slogan but a movement. Since it is no longer only a television show, we need to exemplify it in a manner that people connect with it.”

    At Zee, we always believe in making celebrities out of deserving talent, says Ashish Sehgal

    So has it attracted the advertisers?  Sehgal confidently says: “DID has been the darling of all advertisers. They were very excited when we told them about our plans, as it would give them an opportunity to reach out to more people. With this new platform, advertisers have another way to reach the consumers. At the end of the day, advertisers are looking to reach out to the consumers’ doors.”

    We are aware of the numerous shows on all the channels, will DID occupying the 9:00 pm slot, affect the ratings of other famous shows on other GECs? Answers Chawla: “It is not for the first time that we have battling with the biggest shows. GEC is all about different channels launching different shows. It’s a competitive world. People who don’t like competition should retire very soon.”
    He further adds: “We love competition. We respect our competitors and if the show is good and if the communication is clear, viewers will find time to watch all the good shows. And they chose to watch the show which at that time they love the most.”

    We are confident that the new trio will drive millions of dance enthusiasts across the country, says Nitin Keni

    Since the channel is already following the ad cap rule, have the reality shows been affected? “In most of the reality shows, you always kind of adhere to ad cap, we have never over run inventory because they are high priced shows. Moreover, there are high stake sponsors involved, you cannot dilute inventory on these shows. So ad cap is not going to affect us in any manner as far as reality shows are concerned,” signs off Sehgal.

    So, what are you waiting for! Pull up your socks and be ready for the spectacular dancing talent with a renewed vigor in the latest season.

  • Samsung Mobiles is India’s Most Attractive Brand, Sony takes 2nd place

    Samsung Mobiles is India’s Most Attractive Brand, Sony takes 2nd place

    MUMBAI: The latest report from TRA (Trust Research Advisory) – India’s leading brand insights company – titled India’s Most Attractive Brands 2013 (MAB 2013) was released.

     

    Samsung Mobiles emerged as India’s Most Attractive Brand in 2013. India’s second Most Attractive brand is the consumer durables leader Sony, followed by Nokia as the third most attractive across all categories.

     

    India’s top three Most Attractive brands are very close together with just two per cent separating them. Following at fourth place is LG, the South Korean consumer electronics leader with eight per cent attractiveness score lag from the previous. Placed at India’s fifth Most Attractive brand is India’s home-grown conglomerate – Tata – trailing its predecessor by 11 per cent. The results are based on a primary survey conducted with 2,505 consumer-influencers across 16 cities based on TRA’s proprietary matrix of 36 Brand Attractiveness Traits.

     

    Launching the report, TRA (a Comniscient Group company) CEO N. Chandramouli observed, “The force of attractiveness is a primal force that affects all of us with the same intensity – whether it be attraction with other humans, objects, places or brands. As a brand insights company, TRA spent years understanding the basics of attractiveness by delving into several subjects ranging from philosophy to physiology, religion and communication, and have developed a robust proprietary matrix for deciphering the complex subject of Brand Attractiveness.”

     

    At the All India level, Lux, the bath/beauty brand from the HUL stable is India’s sixth Most Attractive brand nearly 48 per cent behind Tata in Attractiveness Quotient. The next four brands are within single-digit gaps of each other with Maruti Suzuki ranked seventh, Godrej ranked eighth, Bajaj ranked ninth, and Dell the Technology leader, ranked India’s tenth Most Attractive brand. India’s top 10 attractive brands include two mobile phone brands, two consumer electronics brands, and three from the diversified category, one each from FMCG, Automobile and Technology categories.

     

    Elaborating on the usefulness of TRA’s matrix, Chandramouli added, “Brands spend billions in advertisements trying to be attractive to consumers, but at best such approaches range between ad-hoc and haphazard. TRA’s Brand Attractiveness matrix will give brands a scientific tool and methodologies to improve their Attractiveness Quotient with their consumers, helping brands deploy their resources more efficiently and target their messages more accurately.”
    In Western India, the Attractiveness Quotients are quite different from national scores with Sony being ranked as West Zone’s Most Attractive brand. This is followed by LG at second place, Tata at third, and Samsung Mobiles as Western India’s fourth Most Attractive brand.  Mumbai’s choices for the top three attractive brands were Sony, LG and Tata respectively.