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Tag: Ajay Mehta

  • Weekend Unwind with: AIWA India’s Ajay Mehta

    Weekend Unwind with: AIWA India’s Ajay Mehta

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, we have AIWA India MD Ajay Mehta.

    Ajay Mehta has also been heading the MCC Group since its inception in 1991. Over the past three decades, Ajay has handled several brands, nationally, including, Canon, Polaroid, JVC, Mitsubishi Electric, and Toshiba. For Ajay, music is his first passion, and has had the privilege to play the Violin, Indian classical, live on stage with the late maestro Pandit Ravi Shankar. He spends as much time with music and his current preferences are Jazz, Delta Blues and Rock.

    Without further ado, here it goes…

    Your mantra for life

    To embrace change, stay curious, and always strive for balance in all aspects of life.

    A book you are currently reading or plan to read

    I’m currently engrossed in ‘Sapiens: A Brief History of Humankind’ by Yuval Noah Harari.

    Your fitness mantra, especially during the pandemic

    During these challenging times, I’ve focused on daily meditation, yoga, and occasional indoor workouts to maintain both physical and mental well-being.

    Your comfort food

    Nothing beats the comfort of a warm, homemade bowl of lentil soup or ‘dal tadka’

    A quote or philosophy that keeps you going when the chips are down

    Adversity is the forge of character. Every challenge is an opportunity for growth.

    Your guilty pleasure

    Indulging in a classic movie marathon with a tub of buttery popcorn.

    The last time you tried something new:

    I recently ventured into learning the basics of pottery, finding solace and joy in creating something from scratch.

    A life lesson you learned the hard way:

    The importance of patience and resilience in navigating through both personal and professional challenges.

    What gets you excited about life?

    The prospect of continuous learning, discovering new horizons, and making a positive impact in the lives of others.

    What’s on top of your bucket list?

    Exploring the Northern Lights in person remains a top aspiration.

    If you could give one piece of advice to your younger self, what would it be?

    Embrace failures as stepping stones, for they pave the path to invaluable lessons and eventual success.

    One thing you would most like to change about the world

    To foster greater empathy and understanding among people, transcending boundaries and differences.

    An activity that keeps you motivated and charged during tough times

    Engaging in soulful music sessions, especially playing the violin, provides a therapeutic escape.

    What lifts your spirits when life gets you down?

    Connecting with nature, whether through a walk in the woods or enjoying the tranquility of a serene landscape.

    Your go-to stress buster

    To unwind and alleviate stress, I often find solace in the company of close friends and family. Engaging in meaningful conversations or simply sharing laughter together acts as an incredible stress buster for me.

  • “AIWA India stays ahead by closely monitoring market trends and consumer behaviour”: AIWA India’s Ajay Mehta

    “AIWA India stays ahead by closely monitoring market trends and consumer behaviour”: AIWA India’s Ajay Mehta

    Mumbai: Founded in 1951, AIWA, a pioneer in consumer electronics, once dominated the audio scene with iconic cassette tape recorders. The company is best known for its speakers, boomboxes, and stereo systems. After a hiatus, the brand has resurged globally, including in India, with innovative devices meeting the demands of today’s tech-savvy consumers. Committed to quality and affordability, AIWA India strives to redefine the electronics landscape with a ‘Made in India’ touch and unparalleled after-sales service.

    Indiantelevision.com in an email chat with AIWA India MD Ajay Mehta gained insights on Aiwa’s differentiating aspect, capitalising on the evolving trends in the consumer electronics landscape, and more…

    Ajay Mehta has also been heading the MCC Group since its inception in 1991. Over the past three decades, Ajay has handled several brands, nationally, including, Canon, Polaroid, JVC, Mitsubishi Electric, and Toshiba.

    Edited Excerpts:

    On AIWA setting itself apart from other consumer electronic brands

    AIWA stands out due to its legacy of innovation, commitment to quality, and a customer-centric approach. We prioritise delivering cutting-edge technology combined with user-friendly designs, providing consumers with reliable and feature-rich products that enhance their lifestyle.”

    On AIWA’s strategic vision for establishing itself in the diverse Indian market aligning with upcoming product launches

    Our strategic vision revolves around understanding and addressing the diverse needs of Indian consumers. We focus on continuous research and development to introduce products tailored to Indian preferences, such as customized sound systems and smart home solutions. Our upcoming launches align with this vision by offering a blend of innovative features and localized offerings.

    On the company’s plan to adapt to or capitalise on the evolving trends in the consumer electronics landscape in India

    AIWA India stays ahead by closely monitoring market trends and consumer behaviour. We adapt swiftly by integrating emerging technologies into our products, such as IoT capabilities, eco-friendly designs, and enhanced connectivity options. This agility enables us to cater to evolving consumer needs while staying at the forefront of technological advancements.

    On the challenges that AIWA is currently addressing in the Indian market, and conversely, where does the company see significant opportunities for growth and expansion in the consumer electronics sector in India

    In the Indian market, we are addressing challenges related to intense competition and rapidly changing consumer preferences. However, we perceive immense opportunities in the growing demand for smart home devices, quality audio systems, and cutting-edge entertainment solutions. Our focus on innovation, quality, and customer satisfaction positions us well to capitalise on these opportunities.

    On the vision and mission for AIWA India

    Our vision is to be a leader in providing innovative, high-quality consumer electronics that enrich people’s lives. AIWA India’s mission is to consistently deliver technologically advanced and reliable products, coupled with exceptional customer service, empowering consumers to enjoy superior entertainment experiences and smart home solutions.

  • AIWA India unveils Sentakki semi-automatic washing machine in India

    AIWA India unveils Sentakki semi-automatic washing machine in India

    Mumbai: Sentakki is an innovation from AIWA India, a high-end Japanese electronic manufacturer, launching its semi-automatic washing machines in India for the first time ever with automation. The washing machine is designed to meet the strictest requirements for drying, cleaning, and washing delicate clothing. The series appeals to a picky consumer base that searches for fresh, industry-leading goods. The range starts from MRP 14,990 to 21,990 for the semi-loaded in 7.5kg, 8.5kg, and 9.5kg.

    The state-of-the-art washing machine offers you the newest smart home experience with its high-performance features, which includes magic filter, aqua jet pulsator, sanitisation, shock resistance panel, and many more. It is also easily customized and comes with cutting-edge technology.

    The series launched in AIWP75P- GR in Grey, which will be complemented by a plastic top. In terms of advancement, it has a Lint filter as a barrier and shielding machines from damage, high spin capacity and active soak will provide deepest cleaning, 2.5 inch deep Aqua jet pressure to improve agitation, and finally, anti-bacterial washing technology.

    With a toughened glass top and a weight of about 8.5 kg, the AIWP85T-BR in Burgundy and the AIWP85T-GL in Gold each have their own unique features like a high spin capacity, an aqua jet pulsator, active soak, sanitization, a magic filter, and a shock resistance panel to increase the appliance’s dependability when using water. The end-of-cycle buzzer helps you efficiently manage your time and lets you know when the drying process is about to speed up by two times.

    The weight of the AIWP95T-BL in blue and the AIW95T-BR in burgundy is 9.5 kg. Along with having a toughened glass top, it also emphasizes the best features, including an end of cycle buzzer, an aqua jet pulsator, a high spin capacity, active soak, sanitization, a magic filter, a shock resistance panel, and two times the drying power.

    These machines are environment friendly as it saves electricity. It is designed in such a way that it will save your time by its 5 minute high capacity spin, which helps drying the clothes in just 5 minutes, it is embedded by tough dirt removal the continuously scrubbing removes dirt in just a single wash, its 3D scrub technology washes 14 kings size bed sheets in one go, the magic filter is equipped with triple layer filter.

    AIWA India MD Ajay Mehta said that, Sentakki series comes with high quality Japanese technology standards that AIWA has been known for over the past 70 years. We introduced AIWA  India’s range of luxury speakers and TV to the Indian market. Customers who thoroughly investigate products before making a purchase and who won’t settle for less than the greatest quality, features, and technology are the ideal fit for our washing machines.

    “We are dedicated to producing top-notch goods and offering them to Indian customers.  AIWA India’s washing machine category is expected to grow to be the largest in terms of value, and numerous additional product categories will be introduced afterward.

    Given that it uses less electricity, the machine’s are advantageous for the environment. Its 5-minute high capacity spin, which aids in drying clothes in just 5 minutes, and its embedded tough dirt removal feature are designed to save you time. With its 3D scrub technology, which washes 14 king-size bed sheets in a single wash, the continuously scrubbing eliminates dirt in just one wash, and the magic filter’s triple layer filter.

  • GroupM launches South cinema audience behaviour report

    GroupM launches South cinema audience behaviour report

    Mumbai: GroupM, WPP’s media investment group, has launched the South Cinema audience behaviour report. This report sheds light on the movie-going habits of the South Cinema audience and provides valuable insights to advertisers and marketers.  

    According to the report, ‘watching a movie at a theatre’ has the highest monthly average frequency of all outdoor leisure activities among South cinema audiences – with an average of 1.8 visits per month, translating to 22 visits annually. The report also reveals that 8 out of  10 South Cinema audience visit a theatre at least once a month, which is twice the national average.

    Commenting on the report, GroupM India MD – cinema and OOH Ajay Mehta said, “Our report is a game-changing tool for marketers and advertisers looking to engage with South Cinema audience. By shedding light on the unique preferences and behaviours of this audience, we can now tailor our campaigns to resonate with them on a deeper level. A  noteworthy example is the exceptional success of ‘Jailer,’ starring Rajinikanth, which has become the top-grossing Tamil film in India. Impressively, ‘Jailer’ ranks as the second fastest Tamil film to amass an astonishing Rs 550 crore worldwide at the box office. The fact that a heavy cross-section of South Cinema audience is watching 32 movies in a year highlights the immense potential of this market. With the South cinema audience behaviour report, we are equipped with the insights needed to tap into this potential and  drive real business results.”

    The report further highlights that ‘heavy’ South moviegoers visit the cinema on an average of 32 times annually, which is 20 visits more than the national average. Further, the heavy cross-section of South Cinema audience from Andhra Pradesh & Telangana and, Kerala watches 36 movies in a year.

    The report also throws a light on language preferences among the South Cinema audience.  

    In Karnataka, Telugu is the second most preferred language among those preferring  Kannada, while in Kerala, Tamil is the second most preferred language for those preferring  Malayalam. The report also suggests that horror/thriller is the top genre for visiting a  cinema in Andhra Pradesh & Telangana and, Kerala.

    Andhra Pradesh & Telangana cine-goers prefer to watch a movie on the first day with a  preference of 66 per cent for any show on the first day. Apparently, all South cinema audience consider nearby theatres.

    The South Cinema Audience Behaviour Report provides marketers and advertisers with valuable insights into the preferences and behaviors of Southern states regular cine-goers.

    The data and insights from this report will enable advertisers to create more effective marketing campaigns and better connect with the South Indian audience.

    References:

    * All India average cinema visits are for the year 2017 and quoted from a study conducted in 2017. 

  • Inox, Kwality Wall’s bring to you India’s first ‘CineGame’ experience

    Inox, Kwality Wall’s bring to you India’s first ‘CineGame’ experience

    Mumbai: Kwality Wall’s on Wednesday announced its association with Inox to introduce ‘Trixy CineGame’ – India’s first gaming experience on the cinema screen. Kwality Wall’s launched a unique three-layered dessert called ‘Trixy blueberry cheesecake cup’ to bring in the year 2022.

    Kwality Wall’s Trixy cheesecake is designed to give a parlour-like experience at home with three exquisite layers – crunchy cinnamon cookie, creamy cheesecake dessert and a delicious blueberry sauce. The unique multiplayer on-screen game brings alive the three layers of Trixy cheesecake dessert.

    The unparalleled and interactive gaming experience allows moviegoers in Mumbai & Delhi to play a multiplayer game called ‘Trixy CineGame’ through their mobile phones. All one needs to do is join the game through their mobile phones on the CineGame App which they can download easily. The winners will receive surprise gift bags from Kwality Wall’s, but everyone is surely in for a great time.

    Speaking on the occasion, Kwality Wall’s India, general manager Maya Ganapathy said, “Kwality Wall’s is all about fun and celebrating small joys in unique ways. We thrive in bringing innovative flavours and designs to our consumers every year through our ice creams and frozen desserts. One such launch this year is the Trixy blueberry cheesecake cup, a melange of delectable flavours and textures which brings together the blueberry and cheesecake trends that have swept India’s dessert lovers. We needed a partner to introduce this unique product in an engaging and equally unique way and who better than Inox to play this role! Cinema is a great place to embrace innovation and interactivity and we are glad to associate with a like-minded partner like Inox to bring this launch to life on the big screen.”

    Inox Leisure chief sales and revenue officer Anand Vishal said, “At Inox, we are always upbeat about leveraging technology while providing our audience with experiences that engage and entertain them and bring value to our advertising partners. We are taking the captivating cinema feel to the next level by introducing a unique playing concept of ‘CineGame,’ making the breaktime ad-free and fun for the audience. This collaboration with Kwality Walls is a revolutionary step to make numerous touchpoints of the cinema journey, more innovative, engaging, and memorable.”

    Mindshare Content+ and Partnerships senior vice-president Ajay Mehta said, “The Trixy cheesecake ‘CineGame’ experience is a winner because it brings together the 3 passions of movies, food & gaming this summer. Recreating the Trixy 3-layer product experience through a larger-than-life gaming format that is sure to thrill audiences.”  

    “ITV is proud to introduce ‘CineGame,’ a first of its kind cinema gaming experience at multiplexes this summer. We are happy to have Kwality Walls premiering the technology at Inox multiplexes. A truly innovative media format that would help brands reinforce their propositions through interactive brand experiences” said Kinetic India founder and managing director Ajay Mehta.

  • Local, corporate & digital is Kinetic India’s OOH plan

    Local, corporate & digital is Kinetic India’s OOH plan

    NEW DELHI: The Covid2019 pandemic seems to have hit some industries harder than others, including events, experiential and out of home (OOH). The OOH industry saw a good year in 2019. According to the FICCI-KPMG report, the industry witnessed a growth of five per cent to reach a size of Rs 34 billion. Kinetic India managing director Ajay Mehta says that the unlock phases have seen over 149 new clients coming back to the OOH space.

    He says that during lockdown the conversation has become localised such as residential areas (high-rises with digital OOH), the local kirana store, the nearby grocery and retailer, etc.  “Very interestingly from 1 June onwards – data shows that grocery impacts exceeded pre-Covid2019 numbers.  This can be attributed to changed buying behaviour exhibited by audiences.  Post-July, we are seeing increased traffic on the roads and this is being recognised by advertisers and a few large-scale campaigns have started or are starting,” he adds.

    As India continues to battle this grim pandemic – Kinetic India is focussing its medium-term on five pillars. “We call it LoCDAT which stands for local – corporate – digital – airports – tier 2/3,” Mehta highlights.

    Explaining the five pillars, he shares, “Localise your campaigns – focus on hyperlocal targeting in and around the residential areas, which will continue to remain the key focus. As workplaces continue to open and people return to corporate offices they will gain an enhanced prominence in the new-normal as they are a unique touchpoint to connect with usually hard to target audience. Digital OOH – which has the highest reach for targeting 25-45-year olds across China will see greater investments in India as well.  Moving towards the programmatic for digital OOH will be critical for this medium to deliver ROI – which continues to remain largely missing in the traditional OOH space.”

    Advertisers, including FMCG, automobile and BFSI, have used the medium heavily during the pandemic. “The FMCG industry has seen the launch of over three dozen new products during this lockdown period in the cleaning and disinfectant category amongst others. Personal mobility has assumed prominence with car brands back on OOH with long-term investments.  BFSI with products having guaranteed returns is also present on OOH. Media brands are also back in a meaningful manner,” says Mehta.

    Mehta shares that the months of June-July generally witness a seasonal dip on account of a few brands fearing increased costs due to flex tears due to the monsoons.  He says: “However, the brands which decide to be present on OOH during this period are able to achieve an enhanced share of voice and cut-through.  However, it is heart-warming to see the rate at which clients are coming back to OOH since the declaration of Unlock 1.0. Multiple notable brands with contextualised creatives and success stories on OOH have shown the way for other brands to emulate.”

    As consumer habits have had a sea-change during this COVID2019 pandemic, the company expects mass brands to focus on OOH across the length and breadth of India. “As tier II and III cities open up faster on account of a lower Covid2019 infection rate, multiple brands especially in the FMCG, insurance and mobility (including four and two-wheeler) space are making their presence felt on OOH. Apart from these other categories like media including OTT, home improvement, mobile handsets, computers,” he shares.

    The industry in the past has suffered due to a lack of unified measurement system, but lately many big players have invested heavily to bring transparency. Kinetic India had recently announced IOM (India on the move), an in-house developed tool which understands the audience traffic pattern and helps in designing sharper targeting audience with minimised spillover.

    “The moot point today is that clients are demanding ROI more than ever.  Every investment is put under the scanner. IOM on a very simplistic platform helps our clients clearly understand the efficiency being delivered for their campaigns. It analyses multiple data points to track traffic movement across road, rail and air. This ensures a data-based approach to decision making. It is based on pre and post-Covid2019 numbers and helps establish a baseline to allow the client to calibrate their OOH investments,” Mehta emphasised.  

    “For this tool, we have focused on transparency and multiple available data sources for preparing our tools.  What is proprietary is the thought and execution that goes behind it.  We have used mobility data, transit data to derive a systematic measurement system that provides a real-time understanding of the on-ground audience scenario,” he concludes. 

  • Hot Star takes to cinema advertising to reach younger TG : Feb ’15 CAM report

    Hot Star takes to cinema advertising to reach younger TG : Feb ’15 CAM report

    MUMBAI: Being the newest entrant on the bloc, Star India’s digital baby Hot Star has managed to create the necessary buzz around it. The digital app, in a bid to reach a wider segment of young audiences, has chosen cinema advertising as part of its mega marketing campaign. 

     

    Using the movie Roy as a case study, the CAM report for the month of February 2015 found that out of the 200 screens, they were present in 32 per cent of the screens, which is close to 65 screens. “This number is more than the category that four wheeler and mobile phones undertake for their campaigns,” said Interactive Television CEO Ajay Mehta.

     

    According to industry experts and estimates, Hot Star undertook cinema advertising because of the demographics to reach out effectively to their TG i.e young audiences. The campaign for cinema advertising undertaken across the eight metros could have cost Star India close to Rs 50 – 70 lakhs. Such campaigns are usually undertaken for a period of four weeks. In the past, apps such as Free Charge, Viber and Hike have used cinema advertising extensively in similar patterns. 

     

    The report also found that during the same period, a total of 297 brands were active. Banking and Finance have emerged as the top category spending with State Bank of India topping the list. F&B followed with beauty and Personal care coming third in the hierarchy. 

     

    “There has been a three per cent increase in the number of brands active on cinema with the movie Roy in February 2015 round as compared to the earlier round,” adds Mehta.

     

    There has also been a major increase in spending of clothing/apparels category from 45 per cent in January 2015 to 79 per cent in February 2015. The automobile category has increased from 34 per cent to 57 per cent during the same period. Online portals too increased their spending from 21 per cent to 48 per cent for the same period. Choc On has the highest recall with 24 per cent present in 152 screens followed by Syska LED with 20 per cent present in 136 screens.

  • Cinema advertising to grow at 20%: Interactive Television’s Ajay Mehta

    Cinema advertising to grow at 20%: Interactive Television’s Ajay Mehta

    MUMBAI: Movie buffs prefer visiting a cinema for the almost minimal number of advertisements that play during the movie run. Advertisers are still somewhat hesitant of opting for these ads since there is a lack of measurement of these ads. Contrary though according to Group M’s biannual advertising expenditure futures report titled ‘This Year Next Year’ (TYNY) cinema advertising closed 2014 with a 25 per cent increase.

    When asked at what rate he expects cinema advertising to grow for this year, Interactive Television CEO Ajay Mehta says that it will grow at 20 per cent.

    Interactive Television specializes in cinema advertising and releases the CAM report. According to Mehta, for the last two – three years cinema has been the second fastest growing medium after the digital. “While digital is on a different growth trajectory, the basic level of cinema in the country is low,” says Mehta. 

    “Even though we are a cinema savvy country, the total cinema spends is less than one per cent, which is even lower than the global average. When you look at global averages there are countries where cinema is hardly part of the consumer’s habit,” he adds.

    There are a few reasons why the segment is seeing a growth. Firstly it is because of the low base number, which is increasing today. Secondly, over the last two to three years there has been the phenomenon of “multiplexisation” of the industry, which is getting reflected because of a whole round of consolidation that will continue in 2015. “As players like PVR, INOX, Cinepolis and Carnival get bigger and stronger, the whole consolidation will further aid growth.”

    The growth can also be attributed to the digitisation process of single screen theaters wherein films are being delivered directly via satellite to theaters as compared to the costlier traditional prints, which has reduced costs and is creating transparency as practically the entire single screen universe (barring an odd 500) is digitised.

    According to industry estimates, a 60 second ad in a multiplex for one week (which is minimum of 21 shows and can go up to 28)  in the top metros would cost Rs 10,000 to Rs 12,000, while the cost for single screens would between Rs 1,500 to 2,000 for the same period. The cost in areas such as South Mumbai and South Delhi multiplexes is much higher than the average figures for multiplexes.

    As per a report by Interactive Television brands such as Choc On, HDFC Life, Vicco Vajradanti, Engage, Vicco Sugarfree, Woodland, TVS Apache, Vicco Shaving Cream, LIC and Bhima Jewellers have been consistently advertising on cinema. The report takes into account their presence on cinema for the period August 2013 to January 2015. Choc On as a brand is totally built on cinema as majority of their spends are on this medium.

    The selection process of including cinema advertising spends depends on the brand’s target audience and cinema space in their priority markets. While a regional brand could select a single screen cinema, for brands with larger pockets it could be an “and” option wherein both multiplexes and single screens are combined.

    Telecom is one category that has started advertising recently on cinema on both single screens and multiplexes as it seek to penetrate its brand campaign in Tier III and rural markets, like the FMCG category. “In 2014 we saw e-commerce brands like Flipkart and Amazon including specific travel verticals like travel websites increase their spends, which will continue,” opines Mehta.

    2014 also for the first time saw luxury brands taking to multiplexes, especially car brands such as Mercedes, Jaguar and Audi. “In 2015, when the economy promises to be better, there are a lot of launches lined up and auto is going to be one interesting category for multiplexes,” says Mehta.

  • 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.

     

  • Interactive Television’s CAM auditing cinemas

    Interactive Television’s CAM auditing cinemas

    MUMBAI: The highly competitive market has created new venues for marketers to advertise their products and reach out to their audiences.

     

    With multiplexes mushrooming in every nook and corner of the country, cinema halls are providing ample space for advertisers. And to give a fair view to marketers if the money is well spent or not, Interactive Television, a part of WPP group, has released Cinema Audit Monitoring Report, which gives comparative analysis of cinema advertising and movie marketing throughout the country.

     

    Interactive Television’s proprietary tool CAM claims to be a game changer for brands investing in cinema advertising in India. “The results of the monthly audit will help our existing and potential clients recognise the growth opportunities for their brands whilst choosing cinema as an advertising medium. With this audit, we aim to provide transparency and visibility to our set of clients to assist them in result oriented media planning and buying. It is a key differentiator for our existing and potential clients,” says Interactive Television CEO Ajay Mehta.

     

    The report captures all the brand ads screened before the movie and during the interval. It also includes the order in which they are played. The analysis helps brands monitor if their ad was played on cinema or not and also to understand their presence in market in comparison with its competitors. The report provides useful insights for cinema media planning and buying similar to what exists for TV, print and radio.

     

    Two hundred premium multiplexes like PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas are audited in Delhi & NCR, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad and Pune. The monitoring is carried out in collaboration with IPSOS-MEDIA CT, and only shows between 12 noon and 8 pm are audited.

     

    The category with maximum spots is of course food and beverages followed by beauty and personal care.  Chocon featuring Katrina Kaif is the top most brand to be advertised.

     

    When asked how does it benefit the industry? Mehta says, “People in media have long recognised the power of cinema advertising but lack of measurement and accountability reduced cinema ads potential. As a result, clients always question the measurability and ROI of the medium.  As a solution to this problem ITV launched Cinema Audit Monitoring (CAM), a proprietary tool in 2013 to ensure transparency in the audit of cinema advertising. The monitoring is carried out in top eight cities, which contribute to approximately 60 per cent of the cinema ADEX in a given week. The main objective of CAM is to provide a study that will quantify the reach and impact of advertising in cinema. From consumer point of view, we conduct exit interviews among cinemagoers to understand the recall of brands active on cinema.”