ITV

Tag: ATL

  • Guwahati FC ties-up with Anglian and Atlético Paranaenseto

    Guwahati FC ties-up with Anglian and Atlético Paranaenseto

    MUMBAI: Newly formed Guwahati FC is taking first steps towards establishing itself as a powerhouse of Indian football. The club has tied up with Delhi-based Anglian Management Group (AMG) and Brazil’s Clube Atlético Paranaense (CAP) to set up the first international football Academy in North-East India, based out of Guwahati. 

     

    The Academy plans to train a hundred elite youth footballers from various age groups each for the next three years as well as run numerous programmes throughout the year aimed at attracting more youth to the sport. The training will be done under the supervision of CAP’s Brazilian coaches who, in addition to making regular visits to Guwahati, will also train Guwahati FC coaches at the CAP-owned facilities in Curitiba, Brazil.

     

    The Academy aims to offer the best footballing facilities and experiences to young and aspiring footballers. While the Academy is expected to open later this year, most of the ground-work including the identification of facilities has already been finalised including full-sized pitches, practice areas, lecture theatres and classrooms, changing rooms, gym, canteen, entertainment and requisite medical facilities.

     

    Guwahati FC, which was formed at the end of 2014, aims to establish itself by developing local talent in partnership with AMG-CAP. The club intends to leverage AMG’s international connections and experiences in managing football clubs in India and in Europe as well as CAP’s globally-renowned youth football programmes which have earned them successes at the highest level both in South America as well as in Europe.

     

    AMG-CAP had earlier formed a joint venture in India to help develop domestic football at multiple levels, including the management of young and exciting players, advising Indian Super League (ISL) and domestic I-League clubs as well as working with players, coaches, organisational staff and other business entities that happen to be involved in the sport. CAP is also currently working with the All India Football Federation (AIFF) to help train Indian footballers and coaches in preparation of the U17 World Cup scheduled to be held in India in 2017. Five of the club’s most promising talents showed their mettle in the inaugural edition of the ISL.

     

    Speaking on the occasion Guwahati FC co-pwner Sanjive Narain said, “We are looking forward to a great working relationship with AMG-CAP as they are ideal partners to help get our Academy started. We are known for our love for football in India, and particularly in Assam and the North East. I am sure this Academy will help our young footballers develop their game not only to the best standards in the country but to global levels as well.”

     

    Anglian Management Group CEO Dhruv Ratra added, “Although Guwahati FC has only just formed, they are showing their commitment to the sport and their fans by establishing a very professional organization. Our Brazilian partners Clube Atlético Paranaense, having recently inked a deal with the All India Football Federation to help train young Indian players for the 2017 U17 World Cup, will be able to impart the same education to Guwahati FC. This will help in the development of footballing and coaching talent that will in turn help raise the standard of the sport in the region and the country.”

  • Dish TV launches Zing brand for regional markets; to also launch Dish Box Office

    Dish TV launches Zing brand for regional markets; to also launch Dish Box Office

    KOLKATA: Direct-to-home TV services provider Dish TV has embarked on a content strategy that differentiates its services from competitors.

     

    Dish TV today launched a brand called Zing for targeting regional markets where Phase III and Phase IV digitisation has opened up significant opportunity.

     

    The DTH TV provider would also soon launch Dish Box Office, an expanded movie-on-demand service.

     

    Starting with West Bengal, the DTH TV provider will start offering Zing in Odisha later this week and subsequently extend it to Gujarat and Maharashtra.

     

    Zing is part of Dish TV’s strategy to search for newer ways of reaching out to specific viewers and engaging with them through relatable content. With Zing, a customer in West Bengal will be able to choose from a number of packs which will include all available Bangla channels.

     

    The Zing packages are priced at Rs 175, Rs 249 and Rs 349. The company plans to spend Rs 7 crore on a 360 degree brand awareness and marketing campaign.

     

    “With more than 10 to 12 million analogue television homes in West Bengal to be digitised in phase III and IV, we would like to grow our business here,” said Dish TV CEO R C Venkateish.

     

     “Besides the content, all above-the-line (ATL) and below-the-line (BTL) advertising, packaging and other marketing activities will be available in Bangla,” said Dish TV India COO Salil Kapoor.

     

    As part of Dish Box Office, Dish TV would offer half-a-dozen movies through the day instead of just one movie on demand now. “As the reach of this offering is comparable to any movie channel, we hope to reach at least 50 per cent of our active subscriber base,” Kapoor said.

     

    Talking about phase 1 digitisation in Kolkata, Kapoor said DTH has a market share of around 30 per cent, of which Dish TV’s share of around 28 per cent. Dish TV has a subscriber base of around 11.8 million in India.

  • HDFC Life’s ‘Birthday’ gift

    HDFC Life’s ‘Birthday’ gift

    MUMBAI: “Not today but surely tomorrow,” is something we all say even though tomorrow never comes. And if it does, it’s usually because someone or something triggers us into action.

    Similarly, HDFC Life’s new campaign ‘Birthday’ to promote its long-term financial plan to secure the future of a child tries to inculcate among young parents the habit of disciplined and systematic investment planning by using their kid’s birthday as trigger.

    HDFC Life didn’t want its campaign to be labelled as something that simply lures people but as an informative ‘trigger’ that would help them secure their child’s future.
    Watch the video: YoungStar Plans from HDFC Life

    Drawing a parallel with the Cadbury ad which uses the tagline ‘Shubh Aarambh’ telling people to eat something sweet before starting something new, HDFC marketing, product, and direct channels senior executive vice president Sanjay Tripathy says: “Previously too, brands, especially FMCG brands, have used trigger-based communication successfully. Hence, we thought of using the same thought.”

    “Birthday seemed the best option because as parents, one can plan a long-term and every b’day will act as a reminder for the payment of the premium. Timing and the context plays a very important part. We did this by showing in our film a younger kid and young parents and one of our contextual ads also shows age for buying the product, which is between 3-9 years so that parents can have a long investment horizon of 10-15 years for a bigger corpus available when the child turns 16, 18 or 21, ready to take up under or post graduation.”

    Won’t the economic slowdown impact the plan and in such a scenario, will the trigger work?
    Child plans are some of our major plans and close to 15% of our business comes from this, says Sanjay Tripathy

     “Child plans are some of our major plans and close to 15% of our business comes from this. And when we did research, we found out that the parents are very involved in the planning of birthday celebrations, the other part that came out was that the mother is very involved in the planning of the financial future of the child. And lastly, people are not very clear about when to take the step? So we thought this a nice way to convey the message of when is the right time for the parent to start investing,” replies Tripathy.

    The 360-degree campaign covers TV, print, radio, OOH and digital and will run for six weeks. Asked about the spend break-up, he says: “Television and print by nature are costly, and the amount I’m spending on digital might be less compared to them but it might be sufficient for that medium so I won’t be fair to break it down.”

    With Leo Burnett having done the ATL (print, TV and radio), NCD KV Sridhar talks about campaign execution as: “Most of the times, the important parenting decisions are overshadowed by urgent ones. Through our campaign, we’ve tried to communicate to parents that investing in a child plan at the right time is equally important. And we thought what better day than a child’s birthday to remind parents to start investing for their future. After all, only when they invest on time will their children get the support they need to fulfil their dreams when they grow up”.

    Digital agency Propaganda has handled the campaign’s digital side.

  • Sangeeta Chacko honoured with ‘Outstanding International Business Communicator’

    Sangeeta Chacko honoured with ‘Outstanding International Business Communicator’

    MUMBAI: Percept’s corporate communication head Sangeeta Chacko was conferred with the esteemed ‘Outstanding International Business Communicator 2013 Award’ by the National Organisation of Commerce and Industry (NOCI) in Thailand.

    The award recognised her dynamic and proactive role in conceptualising and leading a wide spectrum of communication activities including ATL & BTL stakeholder communication, advertising, PR, brand marketing, business development, digital & social media marketing and corporate social responsibility (CSR). It also recognised and honoured her multifaceted and innovative styles in communication designs, platforms and methodologies.

    The National Organisation of Commerce and Industry (NOCI) instituted the first edition of the ‘Outstanding International Awards’ in the APAC region with an aim to felicitate excellence in business and outstanding contribution made by individuals and institutions towards Society and National Welfare. The award recognised the international influence and impact the recipients demonstrated via their exemplary work across the fields of Business, Leadership, Communications, Health, Education, Tourism, Entrepreneurship, Banking and Social Causes.

    The Jury panel comprised senior stalwarts from various industrial fields renowned for their contribution towards the economic, professional and educational fields in India and overseas. The awards are a testimony towards the proactive attitude, innovation, contribution and global perspective reflected by the recipient towards business and economy.

  • Lowe Lintas is now Bookmyshow’s creative agency

    Lowe Lintas is now Bookmyshow’s creative agency

    MUMBAI: Bookmyshow.com, an entertainment ticketing platform, has unveiled its new brand identity comprising of a refreshed company logo and tagline.
    After a multi-agency pitch held in Mumbai, the company has appointed Lowe Lintas as its creative partner to represent the company’s ideology of ensuring simplicity and accessibility in its offerings to customers.

    Speaking of the appointment, Lowe Lintas and Partners chairman and chief creative officer R Balki said, “There can be no greater joy in advertising than creating ideas for a product you use and love.  BookMyShow is one of the rare products where we can craft communication as consumers. Such a rare pleasure!”

    The account will be handled by the agency team in Mumbai, led by Lowe Lintas president Raj Gupta. Speaking of the partnership, he added, “BookMyShow is a transformational business model and we wish to make it a revolutionary brand too”

    Unveiling the company’s new identity, Bookmyshow.com founder and chief executive officer Ashish Hemrajani said, “Bookmyshow.com has evolved rapidly and has become synonymous with online entertainment ticketing in India. Keeping this in mind, we felt that the company identity no longer reflected what Bookmyshow as a company represents. This re-branding is our inflection point. Extensive research and many integral aspects were taken into consideration during the creation of this new identity. We believe the new identity perfectly captures our current standing and future aspirations as a company. We have also introduced a refreshed tagline, which perfectly captures and communicates the three key things we do for our customers – we book their show, time and seats. Simple and clear!”

    The new company identity has been designed by Lemon Designs and retains continuity from the older logo of an enclosed ‘my’ and the ‘book’ and ‘show’ on either side, with a transition from the 3D ball to a ‘ticket’. This transition and the retention of the older construction suggest progressive evolution of the company’s offerings. The new tagline‘My Show. My Time. My Seat’ represents consumer choice and convenience i.e. an assured seat, for a show and time of choice.

    In addition to the unveiling of its new identity, the company also announced its first ever ATL (Above the Line) marketing campaign. The marketing campaign mainly comprises of three mediums i.e. television, cinema and digital.

    Talking about the key objective behind the marketing campaign, Hemrajani added, “Currently, only 10 per cent of the Indian audience buys tickets online on an average. We see a great potential for market expansion, especially with the accelerated growth of the Indian film industry and emergence of smart phones in India. In fact, India ranks as the second highest country in the world in terms of digital buys through mobile. Even in the Tier II – Tier III cities, we have witnessed a phenomenal growth ranging from 150 – 600 per cent. Being market leaders in the online ticketing space, we are now looking at growing the online ticketing category with this marketing campaign. We are aiming to change consumer habits and persuade the 90 per cent offline ticket buyers to buy tickets online.”
    The creatives of the campaign have been conceptualised around movies and cinemas, with the advertisements centered on different genres of films such as suspense, tragedy and love triangle. The advertisements have been dubbed in five other languages namely Kannada, Bengali, Malayalam, Telugu and Tamil.

  • Aircel and Micromax join hands to share channel and retail network

    Aircel and Micromax join hands to share channel and retail network

    BENGALURU:  Telecom player Aircel and Indian handset supplier Micromax announced a strategic partnership with the aim to drive data growth. Under this new partnership, Aircel and Micromax will share their channel and retail networks, sales resources and run an integrated device sales activation program. The announcement was made simultaneously in four cities in India – New Delhi, Mumbai, Bengaluru and Chennai today.

    Also, the duo introduced reverse bundling handset offers worth Rs 12,000 per month for every new Aircel customer. Aircel’s focus on data innovation and its expertise in mobile network, along-with Micromax’s expertise in device marketing will redefine the user experience and take data penetration to the next level claim the companies.
    Micromax business head – feature phone Khaja Muzaffarullah and Aircel Circle Business Head Kadhiravan

    In Bengaluru, Aircel Circle Business Head, Karnataka, Kadhiravan K, said, “India is at the cusp of a data revolution and device tie-ups will strengthen the telecom ecosystem in the country, which is critical to drive data penetration.  According to a recent study, by the year 2020, mobile internet users are set to grow four – five times and smartphone penetration is set to increase five times to 50 per cent in India. Affordability in devices will give a rise to data proliferation which will be the main revenue generator for both telecom operators as well as handset manufacturers in the near future.”

    “Aircel recognises the importance of smartphone devices to drive data usage. In line with that, it is our focus to get into partnerships with leading smartphone device manufacturers in an endeavor to bring to our customers exciting bundled products. In this exclusive partnership with Micromax, we will share their robust channel and retail network to deliver innovative and best value for money products and services,” added Kadhivaran.

    At present, mass media communications will be limited to print media by Aircel and Mircomax individually, where each company will mention the other in their advertisements. Since the festive season is not very far off, a joint multimedia ATL and BTL campaign will be launched before the Durga Pooja/Duhessara and Diwali festivals revealed a source.

  • Canon India jumps into festive fray

    Canon India jumps into festive fray

    KOLKATA: For any Bengali worth his rosogulla, there can be no greater festival than Durga Puja. And so, not just the people in the country’s east but also major companies located there are gearing up for the festivities. 

    In keeping with the celebratory mood, digital imaging company Canon India is going all out with a comprehensive ad campaign comprising print and radio as well as placement of point-of-sale material featuring brand icon Anushka Sharma at all Canon retail outlets. 

    The campaign, a mix of above-the-line (ATL) and below-the-line (BTL), focuses on Canon’s digital compact and DSLR camera range. The company has kicked-off a new TV commercial featuring its digital SLR EOS 70D being rolled out from this month. New models too have been launched ahead of Durga Puja.

    But, it doesn’t end there. For Canon, it is more about strengthening its connect with consumers in the most effective way, a Kolkata-based brand analyst pointed out. 
    Speaking about business in the eastern region, Canon India executive vice president Alok Bharadwaj said that despite the economic slowdown, the company has achieved 27 per cent growth in the DSLR business in the eastern region and has maintained a steady growth rate of 10 per cent across India.

    “The current DSLR India market with 2.5 lakh units is expected to grow to 5 lakh units in three years. By expanding offerings with variants of combos and discounts between 10 and 40 per cent, we are preparing for a strong foothold in this segment,” he said.

  • ShopClues.com scouts for a creative partner in Gurgaon

    ShopClues.com scouts for a creative partner in Gurgaon

    MUMBAI: ShopClues.com, has initiated a multi-agency pitch to bring on board a creative partner to lead its mass media strategy in Gurgaon. ShopClues.com is India‘s online marketplace that connects buyers and sellers by offering a shopping experience. This is the first time that the company has called for a creative pitch.

    Two years into operations, ShopClues.com has previously been active on the social media, radio and the outdoor front. Till now the online and ATL campaigns were done in-house. With the growth and expansion in the company and the boom witnessed in the e-commerce space, the company is set to get on board a creative partner for its mass media strategy.

    ShopClues.com founding member and corporate vice-president marketing and Merchandising Radhika Aggarwal said, “Having built a wide assortment across 900+ product categories, we are now looking for a creative partner who will further help us strengthen our position as a one-stop destination for millions of online customers across India. Within just two years of launch, we have achieved to ascend from 35th to be among the top six e-commerce destinations in India, and with a new creative partner on board, we want to take it a step ahead.”

  • Panasonic allots Rs 450 crore for ATL, BTL this fiscal

    Panasonic allots Rs 450 crore for ATL, BTL this fiscal

    BENGALURU: Panasonic India has allotted Rs 200 crore towards ATL activities (same as last fiscal – April 2012 to March 2013), and Rs 250-260 crore towards BTL (last fiscal Rs 200 crore) towards BTL activities revealed Panasonic India managing director Manish Sharma to indiantelevision.com in Bengaluru yesterday.

    Panasonic recently entered a new segment in India-mobile smartphones with the launch of one model – P51. By the end of this month, the company plans to launch another three smartphone models and will kick start a Rs 23 crore multimedia campaign over two months from the first week of August.

    With the festive season approaching, Panasonic also rolled out its new line-up of DT/ET Series as a part of its VIERA TV range yesterday.

    Three agencies handle its creative work – Dentsu, Mudra and Percept, while Allied handles it media buying.

    Following the success of Bollywood celebrities, Panasonic signed on Ranbir Kapoor as brand ambassador for its Viera TV brand; Katrina Kaif as the face of its home appliances range, Jacqueline Fernandes for its beauty products and Lumix Camera and Dia Mirza to be face of Eco Ideas which form a part of the company‘s initiatives to conserve the environment. It has also signed on Indian golf player Anirban Lahiri as brand ambassador for its operations in India.

    With the All India Football Federation (AIFF), Panasonic promotes the national football team and arranges for interactions of the team members with youth to encourage the sport among youngsters. For the fourth consecutive year, it was also the official electronic partner for the Delhi Daredevils team for IPL during the recently concluded sixth season of the tournament.

    Sharma also revealed the strategic outlook for the company which encompassed the areas which the company will be focusing on going forward. India has been identified as the centerpiece of future by the global headquarters. While the Indian arm will continue driving growth through its B2C business there will be a renewed focus on the B2B and B2G business. The key strategy for fueling even more aggressive growth in India is: to accelerate new product developments; reform the business structure through local production and consumption; and pursue autonomous management. With a studied focus, strong plans and an investment of Rs 1,500 crore towards expansion in the next three years, Panasonic is aiming revenue of $ 3.66 billion by 2015.

    Keeping in mind its focus product development the company has recently made a lot of additions to its existing range of products besides also entering new business segments like Smartphones. Panasonic will also be introducing new product ranges mainly in the energy solutions (products for creating, storing and saving energy), security and surveillance systems and solutions products and will also be looking at collaborating with Indian enterprises for the same.