ITV

Tag: Amul

  • History TV18 plans to add two language feeds, boost rev

    History TV18 plans to add two language feeds, boost rev

    MUMBAI: History TV18, a joint venture between A+E Networks and TV18, is targeting to launch two more language feeds as it expects a wider regional presence will give it an edge over competitors and boost its ad revenues.

    The factual entertainment channel already has a presence in seven languages, the only one in this genre to have such a wider regional spread. A few days back, History TV18 announced the launch of its Gujarati feed – the others being Bengali, Tamil, Telugu, Marathi, Hindi and English.

    “While we are looking at two more language feeds, the size of the market is key as it has to make economic sense,” said AETN-18 JV GM marketing Sangeetha Aiyer.

    The drive is to offer advertisers a choice. “The business model for the regional feeds is not distribution but to grow ad revenue by increasing yields. The yields in the industry are low at Rs 1800-2200 per 10 second spot for the tier one channels and Rs 800-1200 for the tier two channels in this genre. Our aim is to take the effective yield up to Rs 2500-3000. Our focus is on brands that do national campaigns. But at the same time regional brands that want a national presence will also find us useful,” averrd Aiyer.

    There is also the viewership perspective in this approach. Said programming VP Sudheer KG, “In the factual genre, things are explained and sometimes explanations in English are beyond the comprehension of regional viewers. That is why History had launched regional feeds at the start.”

    So how effective is this regional plan? Explains Aiyer, “The JV has given itself a three-year break-even time frame for the channel, keeping in mind that this genre dependends heavily on advertising. For the regional feeds, a four to six week period is needed to show clients consistency in delivery. We already have around 60 clients including Maruti, Volkswagen, Amul, Sony and Samsung.”

    The viewership is skewed towards males. Sixty per cent of the viewers are men and out of this, most are in the age group 15-40, according to Aiyer.

    Around 50 per cent of the channel’s viewership comes from the Hindi feed. “Apart from the North belt, even people in Hyderabad and Bangalore watch it in Hindi. After that, comes Marathi and Tamil. The size of the Maharashtra market is big while people also consume the channel a lot in Tamil. After these languages, come the others like English,” said Sudheer.

    Sudheer admitted that Gujarat is a tough market as there are few multi-system operators. “We are the first international channel to offer a local language feed in Gujarati. We are, thus, hopeful that they will see us as offering value. We get inquiries from people who want to carry us. Gujaratis watch news, GECs and movies. But the reason why infotainment has not penetrated there much is that content was not available in their language,” he said.

    What is needed for the regional feeds? “For our regional feeds, we don’t do translation. We do transcreation. This means communicating to viewers in a simple way so that they understand what is happening. When they understand what is happening, they will return again and again to watch. This is how viewership grows as they spend more time on us. On all our regional feeds we have executive producers and language managers who work with studios,” said Sudheer.

  • Amul is official sponsor of Sauber F1 Team in India

    Amul is official sponsor of Sauber F1 Team in India

     
    MUMBAI: Amul is the official partner of Sauber F1 team at the inaugural Indian Grand Prix.

    Gujarat Cooperative Milk Marketing Federation MD RS Sodhi said, “Amul’s vision for success through teamwork, technology, speed and innovation matches the core values of Formula 1. For instance, technology has been the driving force for over 6 decades at Amul, be it for breed improvement, IT integration at village level for procurement, processing of milk and for development of several products for the first time in the world like milk powder from buffalo milk in 1960’s to pro-biotic and sugar free ice creams in recent times.”

    Lodestar UM business head, brand experience Dhruv Jha said, “The idea was to put Amul on the global pedestal, connect with the youth, bringing out brand attributes of high energy and dynamism. Amul with its wide range of products, majorly focuses on youth and our continuous sport associations only reiterate and create a higher brand recall amongst our target audience. ”

    Talking about the first food brand sponsorship of a F1 Team, Sodhi added that milk is the healthiest natural beverage known to mankind since time immemorial. “We could not have lost this opportunity to showcase this to the world at first ever F1 race in India, the largest producer of milk in the world,” he said.

    Through the association with Sauber F1 Team Amul is looking to enhance its global brand presence. Currently, there is no food brand associated with any F1 team with on-car presence. Amul logo will appear prominently on the two Sauber F1 Team race cars the rear wing front face and the drivers’ helmets. Several product integrations too are being planned.

    Sauber F1 Team CEO Monisha Kaltenborn said, “We are proud that we can announce this partnership with Amul, one of India’s leading brands. Amul products are present in practically every household. Having spent my childhood in Dehradun, India, I have fond memories of Amul, especially the Amul butter.”

  • Rediffusion – Y & R appoints Venugopal Chandrasekhar business head, Mumbai

    Rediffusion – Y & R appoints Venugopal Chandrasekhar business head, Mumbai

    MUMBAI: Rediffusion – Y & R has appointed Venugopal Chandrasekhar as the business head, Mumbai.

    Chandrasekhar moves in from Bates 141 and has also worked with Contract Advertising and Brand David.

    Chandrasekhar has worked on brands such as Amul, Camlin, Philips Lighting, Bajaj Sunny Zip, Bajaj Auto, Asian Paints, ICICI Bank, VIP, Bharat Petroleum, Heinz, Shoppers’ Stop and LG Mobile Phones.

    Chandrasekhar was also involved in the launch of the English News channel CNN-IBN of the Network 18 Group. At Bates 141, he had been actively working on AIG Corporate, Tata AIG Life Insurance and AIG Mutual Funds. He also led the successful transition of Colgate into Bates and led the team on the Unilever Brand, Ayush.

    Rediffusion – Y & R Mumbai VP Neville Medhora said, “Venu has handled a varied set of clients and brings a lot of experience to the table. He has exceptional strategic and relationship skills and I am looking to him to deliver that across our clients and within the agency.”

    Chandrasekhar added, “The thought of being a part of the next stage of consolidation and growth of an iconic agency like Rediffusion – Y & R truly excites me. There is a whole bunch of extremely talented guys out there hungry to do sparkling work on some fascinating brands. Heading a business unit which has a lethal combination of experience and exciting young talent is what motivated me to sign up.”