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Tag: advertising

  • MSM bags six Gold trophies at PromaxBDA India Awards 2015

    MSM bags six Gold trophies at PromaxBDA India Awards 2015

    MUMBAI: The second day of PromaxBDA ended with the PromaxBDA India Awards 2015 in Westin Garden City on 13 May, 2015. Shining bright was Multi-Screen Media (MSM), which managed to tot the maximum number of Gold awards for their creative showcase.

     

    UTV Entertainment Television’s Disney Channel brand campaign won Gold in Most Outstanding Station Image Campaign category while MSM’s Max 2 Brand Campaign  #JabDekhoTabNaya won the Silver in the category.

     

    MSM’s Sony Entertainment Television also won Golds galore. The first one was for Encounter_Dhobi Ghat in the Best Drama Promo category, whereas Sony bagged the second Gold for Itna Na Karo Mujhse Pyar in the Best Drama Campaign category. KBC – Neighbours also picked up a Gold in the Best Reality Promo.

     

    Times Network won a Gold for its Social Network campaign in the Best Movie Promo category. Star India also bagged a Gold for their 1st Champion – Indian Super League in the Best Sports Promo category. Zee Entertainment Enterprises Limited bagged a Gold for Saregama Pa Lill Champs launch in the Best Children’s Programme Category.

     

    NGC Network India’s Brain Games – 9.02 Campaign won Gold in the Most Outstanding Programme Image Campaign. Viacom18 Media’s MTV bagged Gold for Indiepedia – Hipster in the Best Interstitial category.

     

    Click here to view the detailed winners list

  • Tonic Media looks to boost brands’ growth on social media

    Tonic Media looks to boost brands’ growth on social media

    MUMBAI: Traditional marketing comprised being heard on radio and television and being seen on print and Out of Home (OOH) as part of brand campaigns. However, today a brand campaign is considered incomplete without a presence on social media. After this, sustenance through constant engagement too is key as new brands make inroads. In a scenario of clutter and cutthroat competition, digital agency Tonic Media has been aiding brands to achieve this and more. The portfolio for Tonic is quite diverse ranging from entertainment, FMCG, to quick service restaurants.

     

    Speaking to Indiantelevision.com, Tonic Media founder and CEO Chetan Asher says the agency had a first mover advantage since it launched in India when the digital space had not really grown here. “We did a lot of work outside the country as we have a presence in the Middle East. Trends generally break in the western part of the world first. We picked up those trends and started applying it here,” he informs.

     

    Some of the brands that complete its roster include the Multi Screen Media bouquet of channels including Sony Pix, AXN, Sony Max, Sony Entertainment Television and Sony Mix. It also works with the National Basketball Association (NBA India), eBay India, McDonald’s India and Neutralite amongst others. Tonic also works with various mobile apps and websites.

     

    Elaborating on how the team goes about designing a digital campaign, Asher says that each campaign is different and they closely work with clients as partners. “There is a lot of understanding on how inter departments work. For example, we work very closely with Sony Entertainment Television with their programming and marketing teams. They also bring in their consumer insights and research. We have a common creative pool that then brings together solutions that can be applied,” informs Asher.

     

    Tonic Media prides itself on coming up with a number of firsts like the browser – mobile integrated game for Pix. One could play a game on the browser using their mobile phones. On the ninth anniversary for eBay, it did a live interactive show with Suresh Menon, wherein he donned the hat of a bouncer and in order to get invited to a party, fans had to make him laugh. “He would personally respond to each comment and tweet that came. It was live streamed. We have done a lot of creative work, which is a first of sorts. That differentiates us from the rest,” he states.

     

    Asher is of the opinion that other digital agencies largely execute but they don’t go beyond a strategy or research that is handed over by a client. Tonic Media, on the other hand, has already built capabilities to do research and deep dives a lot into the target audience and then comes up with a robust strategy. “We have also got a lot of main line learnings and applied it to digital as finally it is about communication but the medium might differ,” Asher says.

     

    In the Middle East, Tonic Media has a team of five people while in India, it boasts of 62 employees. At any given point Tonic Media works with close to 20 to 25 brands each year. Industry experts suggest that each digital account win is approximately Rs 1 crore per year. Going by this figure, Tonic Media most likely sees minimum revenue of Rs 20 – 25 crore per year.

     

    Asher credits his young and energetic millennial team at spotting various trends.

     

    According to Asher, Tonic Media witnessed a growth of 100 per cent last year. “With some big brands already on board and our presence in the Middle East, our plan is to grow these aspects. We will also be focusing on local and international acquisitions,” he informs.

  • English ads on TV only a small fraction as compared to Hindi & regional ads: Rathore

    English ads on TV only a small fraction as compared to Hindi & regional ads: Rathore

    NEW DELHI: The audio-visual medium received 55.7 per cent of the government advertisements in Hindi as compared to 32.38 per cent in the print medium in rupee terms during 2014-15 until 13 February.

     

    Minister of State for Information and Broadcasting Rajyavardhan Rathore told the Parliament that only 2.79 per cent advertisements were given in English to the audio-visual medium as compared to 28.53 per cent in the print medium.

     

    The regional electronic media received 41.49 per cent of the advertisements as against 30.09 per cent to the print medium.

  • Qwikcilver unveils new logo identity

    Qwikcilver unveils new logo identity

    MUMBAI: Gift card technology and services company QwikCilver Solutions has unveiled its new logo. The company has partnered with more than 100 retailers and e-tailers to herald a new gifting way in India.

     

    Having powered most of India’s top brands, driving over 10,000 premium point-of-sale locations across 250 cities and towns, the company has unveiled a new brand identity.

     

    QwikCilver Solutions co-founder and CMO TP Pratap said, “To reinforce our strong association to drive innovations in the Gift Card stored value segment, we have embarked on a rebranding of our QwikCilver brand. This is a reaffirmation of our commitment to the Indian retail gifting segment. We are delighted to launch our new QwikCilver Logo identity at the flagship Retail Leadership Summit (RLS) in the presence of many of our trusted brand & retail partners.”

     

    One of the fastest growing segments in the Indian consumption segment, gift cards are poised to become a $1 billion industry by 2017-18. “People are very comfortable in buying gift cards and hence, we had to change the logo to be symbolic to this change. In the new logo, Q is an energy button, which emphasizes on the fact that we are the energy source in the sector,” added Pratap.

     

    The new identity, though ideated in-house, was created by People Advertising. “It is a boutique agency as we are a startup, we are always helping others,” said Pratap.

     

     

  • IBF is not ending TAM subscription: Punit Goenka

    IBF is not ending TAM subscription: Punit Goenka

    MUMBAI: The sword has been hanging on Television Audience Measurement’s (TAM) head for a long time now. From NDTV Group’s $1.3 billion lawsuit (though dismissed by courts) to Broadcast Audience Research Council India (BARC) likely to start releasing television ratings data by April, as reported earlier by Indiantelevision.com, things haven’t been hunky-dory for the measurement body for a while now.

     

    However, not only did the agency fight tooth and nail the allegations of poor quality TAM research data, it also complied with the guidelines set by Information and Broadcasting Ministry for a TV ratings agency in order to exist. For instance, TAM continues to increase the size of the panel to fulfill the minimum peoplemeter sample size of 20,000 homes guideline, set by the I&B Ministry.

     

    With a few months left for BARC to begin rolling out its data, there have been various speculations making rounds in the industry. “There is the cost issue. Why would one pay for both TAM and BARC subscription? Also, since both the measurement bodies have a different way of functioning, one needs to take a break before adopting the new one,” says an industry source on the reason for the ratings blackout, if indeed it ever happens.

     

    So much so, a few media reports have gone on record to say that the Indian Broadcasting Foundation (IBF) is planning to end its subscription with TAM leading to a period sans ratings. This in turn has created panic in the industry, as it awaits two major events namely the ICC Cricket World Cup 2015 and the eighth edition of the Indian Premiere League (IPL). As per sources, ad rates for WC are touted to be around Rs 4 lakh for 10 seconds and ad rates for IPL have seen an increase of around 10-15 per cent generating huge ad revenue for broadcasters.

     

    When questioned on the reports doing the rounds and how it would impact the industry in case the IBF decides to end its subscription from TAM, Kantar CEO Eric Salama laughs saying, “I don’t know about the intentions.”

     

    What’s more, an industry source  close to the development clarifies that so far the ratings agency had not heard from the IBF or anyone from the industry on the matter.

     

    To get further confirmation on the matter, Indiantelevision.com contacted IBF board member and BARC chairman Punit Goenka and he denied the report as well. “There is no such decision taken by the IBF,” he asserted.

     

  • Rediffusion Y&R appoints JWT’s Suman Varma as head of operations

    Rediffusion Y&R appoints JWT’s Suman Varma as head of operations

    MUMBAI: Rediffusion Y&R has appointed JWT India VP and executive business director Suman Varma as head of operations, Delhi.

     

    Varma, who was with JWT for 22 years, will be reporting to Rediffusion Y&R president Dhunji S Wadia and add to the company’s leadership team.

     

    Dhunji said, “I’m delighted to welcome Suman to Rediffusion Y&R. She brings the right mix of talent, experience and enthusiasm that we seek to inject into our talent pool. Her strong leadership skills will enhance the quality of the work that we do for our clients and add value to their brands.”

     

    Varma added, “After a successful stint of 22 years with JWT and extensive associations with some of the most robust marketing companies, I am now seeking to leverage the depth and width of my experience in leading the Rediffusion-Y&R, Delhi team to greater success. Leaving the comfort of JWT was a tough call, but the thought of joining Rediffusion Y&R and teaming up with Dhunji was exciting. I look forward to the new challenges ahead.”

  • Cannes Lions announces 2015 jury presidents

    Cannes Lions announces 2015 jury presidents

    MUMBAI: The biggest and the boldest festival of creativity, Cannes Lions, has announced the presidents that will lead juries at the 2015 edition of the awards.

     

    Commenting on the appointments, Lions Festivals’ chairman Terry Savage said, “We have always selected the most awarded, respected global creative leaders to guide our juries. This year, it is particularly exciting to see so many women numbered among that elite group. We are looking forward to a time when there is true gender balance in the industry and this will be unremarkable, but in the meantime the female representation is something that we are passionate about.”

     

    The 2015 jury presidents are:

     

    Branded Content & Entertainment Jury President

     

    BBDO Worldwide chief creative officer and BBDO Worldwide North America chairman David Lubars.

     

    Lubars, who has won over 90 Lions, 4 Emmys and over 100 One Show pencils said, “To me, it’s the most exciting part of Cannes Lions right now and maybe the most important.  All these different areas are smashing up against each other really fast; the category helps give context and horizon lines.”

     

    Under his leadership, BBDO is among the most awarded agency networks in the world and is currently ranked number one for creativity in The Gunn Report.

     

    Creative Effectiveness Jury President

     

    Sparkling Brands president and Coca-Cola North America strategic marketing Wendy Clark.

     

    “Creativity and Effectiveness cannot be mutually exclusive outcomes. Creativity fuels compelling storytelling and innovation that, in-turn, fuels positive impact and outcomes for brands. I’m looking forward to reviewing this year’s entries and seeing how our industry has once again raised the bar on great creativity and effectiveness,” said Clark.

     

    Cyber Jury President

     

    Isobar global CEO Jean Lin

     

    Named as one of 30 ‘Women to Watch’ by Advertising Age China, Lin leads the Dentsu Aegis Network agency in over 42 markets, overseeing 69 agencies.

     

    “We are living in the most exciting of times in our industry and the digital landscape has never been at more of a tipping point, into the era of Brand Commerce in which digital technology infuses brand experience with transactions and innovation. It is the perfect time to take up the presidency of the Cannes Lions Cyber Jury – witnessing the redefinition of digital creativity. I am honoured to lead a jury of my peers and excited to see work and ideas from across the world.  At Isobar, we strive daily to deliver what we call “Ideas Without Limits” and this is the lens I will view entries through and will ask my fellow jurors to do the same.”

     

    Design Jury President

     

    Interbrand Group global chief creative officer Andy Payne.

     

    Under his leadership, Payne has guided Interbrand to become one of the most highly awarded brand design consultancies in the world. “I hope as a jury we can champion the value of design – yes celebrate the beauty and the craft but understand that the true value of design is in ideas – ideas that move companies, organisations, brands and people forward to better and more inspiring experiences.”

     

    Direct Jury President

     

    Leo Burnett CEO and chief creative officer Judy John

     

    John is responsible for leading the Leo Burnett #LikeAGirl campaign – now a multiple award winner.

     

    “It’s an incredible honour to be the first Jury President for Canada. I’m looking forward to the discussions around the inspirational work with a world class jury.”

     

    Film Jury President

     

    Grey president and Worldwide chief creative officer Tor Myhren

     

    Myhren has been chosen as one of Fortune Magazine’s ’40 under 40’ (2011) and Fast Company Magazine’s ‘Most Creative People in the Business’.

     

    “Every year Cannes Lions sets a new bar for global creativity, and being president of the Film jury is thrilling. I continue to believe that even in the digital age, film remains the most powerful form of storytelling. We will look for what’s truly “new” and reward brave and remarkable work. I can’t wait.”

     

    Film Craft Jury President

     

    Mixer Brazil founder and partner-director Joao Daniel Tikhomiroff.

     

    A constant performer at Cannes Lions, Tikhomiroff has taken home 41 lions to date making him the second most awarded director in the history of the Festival.

     

    “From the script to the sound, “craft” is the structure that supports an idea. In a world overflowing with information, engaging the audience is becoming increasingly challenging. But that is exactly what I will look for. By achieving excellence in craft, we can actually touch people and make them cry, laugh, think, change. The idea is the soul. With a body, it becomes alive.”

     

    Media Jury President

     

    Mindshare Worldwide global chief executive officer Nick Emery.

     

    “It is our responsibility, and that of the Cannes Lions awards, to champion media at its very best – not just the glitz and glamour, but the connection of data, insight and execution that makes media so compelling. Everything today begins and ends in media. Media is fame and money, ideas and accountability, Hollywood and A Beautiful Mind. Our duty, and what Cannes Lions should represent, is the challenging of the status quo, the provocation of creating new things and not just counting what we already know.  Cannes Lions is a celebration of technology, content and invention, and the Media Lions sits at the centre of that world.”

     

    Mobile Jury President

     

    FCB Brazil vice president creative director Joanna Monteiro.

     

    Co-winner with Max Geraldo of the 2014 Mobile Grand Prix for Nivea ‘Protection Ad’, Monteiro was recently named Business Insider’s ‘Most Creative Woman in Advertising’ and is among the 10 most awarded Creative Directors in the 2014 Cannes Report.

     

    “It’s a true honour to have been selected as president of the Mobile jury, a category that unleashes great potential for creative work. In a time when dialogue between brands and their consumers is crucial, there’s nothing better than mobile.”

     

    Outdoor Jury President

     

    DDB Latina president & CEO and BBD Americas creative chairman Juan Carlos Ortiz.

     

    The first Latin American to become president of a USA based advertising agency, Ortiz also won Colombia’s inaugural, and to date only, gold Film Lion.

     

    “In life and during my career, I’ve always believed that the simplest things can also be the most meaningful. If you stop for a moment and think about it, everything falls into human nature, human insights. Outdoor has always represented the magic of simple ideas, ideas with real power. It’s an honor to be judging this year in this category as one of my main expectations is to see how we as creatives, have evolved and can apply things such as technology within the DNA of our human insights and see them reflected in the real world.”

     

    PR Jury President

     

    FleishmanHillard Asia Pacificpresident and senior partner Lynne Anne Davis.

     

     “What a thrill and a privilege to chair the jury responsible for selecting the year’s most inspired public relations work from all over the world.  PR is at the heart of the world’s greatest campaigns.  It’s a highly dynamic discipline that is constantly elevating its power by making emotional connections, revealing human truths, opening minds, touching hearts and inspiring action in ground-breaking ways. The 2015 Cannes Lions showcase is set to be the richest, most creative yet.”

     

    Press Jury President

     

    Saatchi & Saatchi worldwide creative director Pablo del Campo.

     

    Not only one of the most awarded Argentinean creatives, Campo is also founder of Del Campo Saatchi & Saatchi; an agency that ranks consistently high including in the Gunn Report’s Most Awarded Agencies.

     

    “In an industry transformed by new media, print still represents the toughest creative challenge. Print has only one sensory dimension so the idea has to work hardest. Originality, simplicity and surprise need to combine to create a singular emotional moment, which makes this an exciting category to oversee.”

     

    Promo & Activation Jury President

     

    JWT worldwide chief creative officer Matt Eastwood.

     

    Highly awarded in the creative world, one of Eastwood’s best known hits was the hugely successful ‘Hashtag Killer’ campaign.

     

    “It is both an honour and a privilege to lead the Promo & Activation jury. Today, clients look towards work in this category to truly supercharge their brand promise. In selecting the work that will stand as a permanent record of excellence, my hope is to inspire both clients and creatives to push beyond their imagined limits.”

     

    Radio Jury President

     

    WhybinTBWA Group Melbourne executive creative director Paul Reardon.

     

    “My criteria for judging work is pretty simple. I look for brilliant ideas that are strategically relevant and flawlessly crafted. The really, really hard part is finding those ideas. But that’s the exciting thing about Cannes Lions. The show is so big and attracts so much talent, you know that brilliance is out there, hiding amongst thousands of submissions. I’m honoured to be guiding the hunt in Radio in 2015.”

     

    Titanium and Integrated Jury President

     

    Wieden+Kennedy Portland partner and executive creative director Mark Fitzoff.

     

    Famous for invigorating ‘your grandfather’s deodorant’, Fitzoff was the executive creative director behind the legendary, Grand Prix winning, ‘The Man Your Man Could Smell Like’ for Old Spice.

     

    “In 1998, I was shortlisted for an ad banner that I wrote for Microsoft. It was my first Cannes Lions award. And therefore the one that still matters most. What am I looking forward to as this year’s Titanium and Integrated Jury President? I think giving someone that same feeling would be pretty fantastic.”

     

    Cannes Lions takes place from 21-27 June 2015.

  • TV’s 10% growth will add to AdEx growth in 2015 in India, predicts ZenithOptimedia

    TV’s 10% growth will add to AdEx growth in 2015 in India, predicts ZenithOptimedia

    MUMBAI: The year 2014 saw the biggest Lok Sabha elections held in the country with Bharatiya Janta Party winning with a majority giving people a hope of ‘aache din’.

    It has been just over six months of the newly elected government led by Prime Minister Narendra Modi and it seems to have captured the collective consciousness of the country. And as the year comes to an end, ZenithOptimedia’s Advertising Expenditure Forecasts says that falling food prices as well as oil prices have contributed to a reduction in the Consumer Price Inflation to a historic low of 5.52 per cent in October. IMF and World Bank have forecast an identical 6.4 per cent growth in 2015, up from 5.6 per cent in 2014. The stock market index has crossed 28000, up from 20000 in November 2013.

    Hence, we enter 2015 with a strongly positive consumer and business sentiment, albeit recognising that consistent on-ground delivery and reforms will be needed to keep this sentiment up. Hence, cautious optimism, though with way more optimism than same time last year, is still the right expression.

    The agency expects consumption to continue picking up, with passenger car and utility vehicle sales turning positive, credit card spending on the rise, loans for durables growing. From an ad-expenditure point of view, FMCGs will continue their dominance but given the weak monsoons, some categories might stay flat or have slow growth. High growth is expected from telecom, e-commerce, mobile phones, cars and two wheelers, retail, realty and the BFSI sector. 2015 will also be the year of ICC Cricket World Cup, which will also be a trigger to growth in ad expenditure.

    And with the new TV measurement system scheduled to launch in 2015, as is the much-awaited phase III expansion of FM Radio. Regional media, across print, TV and all other media continues to drive growth in media consumption. With internet base increasing to 250 million, smartphone ownership expected to reach 200 million by 2014 end, and the country awaiting the launch of 4G services by telecom operators, online and mobile will continue to see the maximum growth rate. Digital advertising however, has become dearer as the government decided to re-impose service tax.

    Given these factors ZenithOptimedia expects the ad-ex to grow by 12 per cent to Rs 40,307 crore, at an overall level in 2015, as against 10.7 per cent in 2014 (over 2013). This growth will be primarily fuelled by print at 12 per cent, TV at 10 per cent and online and mobile at 25 per cent. Other media are expected to grow between 5 – 10 per cent.

     

    Global forecast

    The year 2014 continued the trend of seeing the rise of mobile advertising and social media, and the transition to programmatic buying of digital display, will help the global advertising market grow 5-6 per cent a year over the next three years.

    According to ZenithOptimedia, global ad spend will grow 4.9 per cent to reach $545 billion in 2015. The global economy is expected to improve (the IMF predicts 3.8 per cent global GDP growth in 2015, up from 3.3 per cent in 2014), but advertising faces a tough year-on-year comparison after the Winter Olympics, World Cup and US mid-term elections in 2014. Ad spend growth will therefore be slightly below 2014’s 5.1 per cent.

    2016 will be a quadrennial year – with the Summer Olympics, US Presidential elections and the UEFA European Football Championship – and we expect these events to propel ad spend to 5.6 per cent growth that year, before it slips back to 5.2 ad spend in 2017 in their absence.

     

  • In October, ASCI upholds complaints against 105 out of 146 ads

    In October, ASCI upholds complaints against 105 out of 146 ads

    MUMBAI: In October, Advertising Standards Council of India’s (ASCI) Consumer Complaints Council (CCC) upheld complaints against 105 out of 146 advertisements. Out of the 105 advertisements against which complaints were upheld, 44 belonged to personal and healthcare category, followed by the education category with 43 advertisements.

     

    Some of the health care products or services advertisements also contravened provisions of the Drug & Magic Remedies Act and Chapter 1.1 and III.4 of the ASCI Code. Complaints were upheld against Hindustan Unilever Ltd’s advertisement of Fair & Lovely which claims that the product marketed in India gives better results than other fairness creams marketed in Dubai, Singapore and Japan stating a comparison versus “some of the world’s best products.” The advertisement is misleading by exaggeration and implication that the advertised product is unbeatable with all the products in those countries. Also the advertisement is likely to be misleading by ambiguity as the comparison is only for instant whitening effect of the advertiser’s product.

     

    Similarly, the advertisement of Wockhardt Hospitals claims, “Best in Healthcare” and “Best in Bariatric Surgery.” The advertisement is misleading as the Registration Certificate of the doctor shows his registration only as MBBS and not a specialist (MS). Also, the advertisement is in breach of Code of Medical Ethics as the advertisement mentions the name of Dr. Bhandari promoting the Hospital which is in violation of the Medical Council of India (MCI) Code of Ethics Regulations 2002 Clause 6.1.

     

    Also, the advertisement of Dabur Range of Product claims “Do you have the energy of Shilajit Gold?” & “Shila X Oil – Full of energy”, were not substantiated. Also, when read in conjunction with the visual in the advertisement and specific to the advertisement claim, “Shila X Oil – Full of energy”,   the advertisement is in breach of the law as it violated The Drugs & Magic Remedies Act.

     

    In the education category, CCC found that advertisements violated ASCI Guidelines for Advertising of Educational Institutions and upheld complaints against the advertisement by AKS University that claims it is the best university. The claim was not qualified with appropriate disclaimers and many others.

     

    In the e-commerce category, complaints were upheld against the advertisement of Flipkart.com that claimed to offer ‘Flat 90 per cent’ off which was misleading as the TVC did not mention that the offer is on limited stock. Similarly, Jasper Infotech’s Snapdeal.com advertisement a boy is telling the audience that my girlfriend’s sister is very cute. When we go outside she always comes with us, absolutely free. Just like Snapdeal Diwali bumper sale in which a product is absolutely free with another. The TVC makes a derogatory reference to women and refers to women as a commodity.

     

    The others against whom complaints were upheld included the advertisement claims that Hindustan Hindi Daily is the number one newspaper of Jharkhand. The claim contravened the ASCI Guidelines on Supers; the advertisement of Tata Docomo Photon Max Wi-Fi claims, “Consistent high speeds” which was not substantiated with test reports from independent third party. Also, the Advertiser did not provide substantiation of actual speed achieved in real conditions and in several locations within the cities quoted in the advertisement; Viacom 18 Media (Sonic Power Rangers) advertisement shows teenagers in uniform climbing the walls of their education institution and doing somersaults while entering the class. As the advertisement shows dangerous acts which are likely to encourage minors to emulate them in a manner which could cause harm or injury, the complaint was upheld under Chapter III 2b) of the ASCI Code.

     

    Click here to read the full report

  • Interactive Television: Throwing light at cinema advertising

    Interactive Television: Throwing light at cinema advertising

    MUMBAI: In the country where cricket and movies are more than a pastime, for Ajay Mehta films meant more than just a family business.

    Brought up in a household of film distributors, Mehta decided to do much more than that for the same industry. “I wanted to do something related but not join the family business and working with advertisers sounded exciting and fun,” he recalls.

    Founded in 1996 in New Delhi, Interactive Television, was set up as a marketing agency which provides cinema advertising and marketing services in multiplexes, malls, and shopping chains.

    However, the journey wasn’t a smooth one even though he belonged to the film fraternity. “The biggest challenge was to convince people of the medium without any data and in fact the cinema industry still does not offer enough data to advertisers,” says Mehta while adding that in the digital age that is simply unacceptable.

    Even though everyone knows that cinema is like a religion in India but without viewership data and demographics, advertisers are investing in the dark, highlights Mehta. To counter this, Cinema Audit Monitoring (CAM) was launched, which according to him was the first step in making the medium transparent and accountable.

    Today, working across 9000 screens in India, the company is country’s only integrated entertainment and retail marketing company, releasing CAM report each month, which gives comparative analysis of cinema advertising and movie marketing throughout the country.

    Satisfied with the journey so far, Mehta feels that the process of establishing a medium which was not in any major advertisers plans to one which is included in every major plan has been tremendous. “High point have been many, every conversion of a client is a high point especially the non believers, every innovation is a high point as it feels special to create an idea which has not been thought off before, advertising for Indian clients in international markets like the USA, UK and the UAE has been a high point as Indian movies now have a global reach and can offer a platform for clients trying to reach out to the Indian diaspora.”

    Seeing the potential, WPP had acquired the company, but it remains an independent company. “They have been fantastic shareholders and we have learnt a lot from them, apart from access to clients, we have learnt a lot on systems, processes, accountability   to clients.  The business has benefited from the insights which they have brought and we have managed to scale up the business post them coming on board,” informs Mehta.

    Started with just three people, the company now employees more than 70 in six cities which helps it to create exclusive packages for its clients. “Our people are our biggest strength and come from diverse backgrounds like cinema chains, media agencies, logistic companies, research agencies and ad sale houses. This is unmatched in the industry and gives us deep understanding of what clients want from their media investments and also gives us insights into how the cinema channel thinks. This ability to understand the entire landscape of cinema advertising is our biggest advantage.” The  company  has  been  responsible  for  immense  value  adds  to  promotions  for corporates like Samsung, HLL, ITC Foods, Reckitt Benckiser, Vodafone, Star Network, and many more.

    On the current market trend, Mehta believes that single screens have a lot of potential for advertisers trying to reach out to the mass market and categories such as FMCG, telecom, BFSI etc can leverage the reach and impact offered by the largest screen in the world i.e. the movie screen. “Digital cinema is an enabler for it and today new content reaches smaller cities on the same day as the Delhis and Mumbais of the world, this means piracy is controlled and newer audiences are embracing cinema. Till today, advertisers found advertising on single screens in small cities logistically difficult but this has changed completely with digital cinema. We think digital cinema will be the growth driver for the whole cinema advertising industry and we at Interactive want to lead this transition,” he pinpoints.

    As for the future plans, the agency wants to lead the process of making this medium more transparent and accountable through newer tools and Big Data. “We also think cinema is more than just the screen and is the only medium where one can have a live engagement with the audiences, off screen advertising is still pretty much a virgin territory and we want to ensure that gets its value,” concludes Mehta.