ITV

Tag: ATL

  • Grasshoppers wins creative mandates for BOP

    Grasshoppers wins creative mandates for BOP

    MUMBAI: Grasshoppers India has been appointed as the creative partner for real estate consultancy Better Option Propmart Opts.

    An official has confirmed that Grasshoppers have approached the company and presented the idea.

    Grasshoppers will be handling ATL & BTL campaigns including corporate branding for BOP.

    The real estate consultancy has an annual marketing spend that is estimated to be Rs 100 crore with several prestigious projects in the pipeline in partnership with leading realty players including DLF, Jaypee Group, Logix, Hero, Wave Inc and Imperia Structures.

    “The company has started its operations in 2007; today we have more than 50,000 customers and 10 state-of-the-art studios across the country”, said founder & MD Amit Mavi.

    Talking about their tie-up with Grasshoppers, Mavi said, “We want to be known as a company that delivers ‘Better‘. Through our partnership with Grasshoppers, we will be reaching out to our target audience and communicate the core values that drive our organisation and make us different from a loose bunch of property brokers spread in an unorganised manner across the country”.

    “There is a lot of work that needs to be done because it‘s not just BOP but also the associated real estate projects that have to be promoted. So, we will play around with different concepts and messaging depending on the project offerings. It‘s going to be a challenging task but we anticipate a lot of innovative campaigns being churned out over the next few months,” said Grasshoppers India‘s director Arjun Banerjee.

  • EVOK’s ad spends to touch Rs 200 mn this fiscal

    EVOK’s ad spends to touch Rs 200 mn this fiscal

    BENGALURU: Hindware Home Retail‘s home interiors fashion brand EVOK will be spending around Rs 200 million towards advertising and marketing spends this fiscal as told to Indiantelevision.com by company officials.

    The brand spends between five and 7.5 percent of its revenues towards advertising and marketing and an additional burst spend of around Rs.1.5 to two million with every new store launch inform the sources.

    EVOK mainly uses print and outdoor as well as in-store branding for ATL activities for brand building, and promotional activities and roadshows for BTL. It is also looking at radio, since the brand has met with a fair bit of success with the medium with its Ludhiana and Gurgaon stores. EVOK has seven different creative agencies signed up and does its media buying through Lintas.

    This financial year, EVOK plans to open 25 new stores to take its store count across India to 42. The brand is targeting to up its revenues from Rs.1.5 billion in 2012-13 to Rs.2.5 billion during the current fiscal. With the new stores launch, EVOK will add 200,000 square feet to its existing 150,000 square feet of retail space. The brand has two store formats – the mega store of about 10,000 to 13,000 square feet size and the super specialty store of about 2000 to 3000 square feet size.

    EVOK estimates the home furniture business to be worth about Rs one trillion annually, of which organized retail has a five percent share that will grow to fifteen percent over the next five years. The brand says that it caters to the requirements of the value as well as the high net worth customer.

  • Bates CHI & Partners beefs up planning team with experts on planning

    MUMBAI: Bates CHI & Partners today further strengthened its account planning team in India by bringing on board Anindya Ghosh as Senior Planning Director and Sohini Das as Group Planning Manager.

    Based out of the agency’s Mumbai office, both Ghosh and Das will drive strategic planning for clients’ brands across its offices in India. Their priority will be to bring in fresh thinking to the planning process by tapping into their diverse experience from sales, marketing and advertising.

    Bates CHI & Partners Chief Executive Officer Sanjay Thapar said, “We strongly believe that sound strategic thinking is the foundation for a great creative product that will work for our clients. Our investment in building a robust strategic planning team reiterates our commitment to this belief. We now a have good planning resources team across digital and activation (Bates CHI & Sercon), shopper marketing (Bates CHI & Wallstreet) and mainline or ATL under a sound planning leadership.”

    Ghosh’s career spans almost a decade and he has experience across media planning, sales and marketing, and advertising account planning. He moves from Publicis India where he was planning director.

    Das moves from Engrave, an online start-up, where she was the head of marketing and business development. She specialised in account planning at MICA post an engineering degree in computer science. Thereafter, she worked for three years in brand management at VIP Industries handling brands like Aristocrat and Skybag.

  • Zeel and ATL invest ?3.6 million in MirriAd

    MUMBAI: Indian media mogul Subhash Chandra has a strategic investment of ?3.6 million in digital brand integration specialist MirriAd through his broadcasting company Zeel and subsidiary Asia Today Ltd (ATL).

    The strategic investment by Chandra‘s ATL and Zee will see MirriAd deployed across India and other markets in the Asia region on broadcast, cable and satellite, and follows the success of campaigns by Zee TV in the UK, which used MirriAd technology to integrate UK brands into the Indian-produced popular daily soap Pavitra Rishta.

    Zeel chairman Subhash Chandra commented, “MirriAd‘s technology offers Zee and ATL a great opportunity to integrate locally relevant brands across all our territories, who knows, we might even be able to create an ad-free channel before long.”

    MirriAd‘s digital solution means brands can be integrated into programming remotely and independently of production schedules. This MirriAd platform offers brands the opportunity to target huge audiences across many countries with ease and across a wide variety of content locally, regionally and globally.

    MirriAd CEO Mark Popkiewicz said, “This is an exciting and important development for MirriAd. Asia and in particular India represents an incredibly important growth market with enormous potential for our bespoke technology for both media owners and brands. With a high GDP growth rate and a population of over 1.21 billion, India is a must have market for brands. Edge is an active and supportive investor with immense entertainment industry knowledge, and to have Subhash Chandra together with Zee and ATL commit to our future is a significant endorsement of our vision.”

  • Grasshoppers bags creative biz of Supertech’s Golf Country project

    MUMBAI: Real estate developer Supertech has appointed Delhi-based Grasshoppers India as the creative agency for its Golf Country Project.

    The agency has bagged the account following a multi-agency pitch involving three rigorous rounds of presentations.

    In partnership with Grasshoppers, the brand will be developing a strategic ATL and BTL route focusing heavily on print and outdoor with quality support from online promotions.

    Grasshoppers director Arjun Banerjee said, “This is an important account for us on two fronts. Firstly, we have partnered with a hugely successful and respected real estate brand like Supertech which is a great feather in the cap of our Real Estate portfolio. Secondly, this account has come to us merely a couple of days after our agency got the Pvt. Ltd. status, making it an extra special moment. We are now focusing on creating a campaign which we plan to execute in three phases over the next couple of months.”

    Supertech brand manager Arun Tewari added, “Golf Country is being built as a green living concept where residents will have the unique advantage of having a Golf Course in their backyard and a lush green reserve right in front of their home. Even though it will take a few years for the project to complete, the residential properties have already started selling like hot cakes. Looking at such an overwhelming market response, we have decided to first focus on generating awareness about Golf Village among the potential buyers and thereafter move on to the sale of the commercial space.”

    Grasshoppers will be initially promoting Golf Village which comprises the 1/2/3 BHK apartments of Golf Country.

    Supertech Golf Country is an integrated township located along the Yamuna Expressway and spread over 100 acres with a 9 hole Golf Course, shopping mall, commercial space, club house and three types of living options – villas, plots, high rise apartments and studios.

  • bindass bets on social media for marketing ‘Video Wars’ show

    MUMBAI: As the launch for its first daily format show Video Wars draws closer, Disney’s youth entertainment channel bindass is going full throttle to create a buzz around the show. This time though, the channel is leaning heavier on the social media and on ground engagement initiatives rather than the tried and tested ATL routes of television, print, radio and outdoor.

    Video Wars is a reality show that involves five contestants cataloguing a day in their life in the form of a video diary, which will then be aired for the viewers to see. Based on the content shot by the contestant, the viewers get to vote for their favourite and the least popular contestant will be eliminated at the end of the week. A fresh contestant will take his place the next week.

    Says Disney UTV executive director youth channels media networks Nikhil Gandhi, “Video Wars is a show that is in line with our ‘Rest Less. Do More.’ positioning as it empowers the youth with a camera and go out there and get famous. Since the show deals primarily with user generated content (UGC), we decided to focus on media like YouTube, Facebook and Twitter. The aim is to engage with the youth wherever they are. We all know how active the youth are on social media.”

    bindass will launch the Facebook Stamp Campaign from 19 November along with a YouTube in search video campaign which will go live in the second week of the show.

    Apart from the digital space, bindass is targeting on ground engagement opportunities to interact with the youth. “The idea is to take the youth play beyond television. We want to be where the youth of today is – from college campus to concerts to cafeterias,” says Gandhi.

    Recently, the channel collaborated with the Enrique concert in Delhi and Pune where people wearing video ‘heads’ were deployed in order to create visibility for Video Wars. During the NH7 Weekender, bindass set up Video Wars booths where ‘Weekenders’ could shoot themselves and audition to appear on the show.

  • HolidayIQ.com ropes in Orchard as creative partner

    MUMBAI: Leo Burnett‘s agency Orchard Advertising has been awarded the creative mandate for holiday information portal HolidayIQ.com.

    The agency will be in charge of the ATL and BTL activities for the brand.

    Orchard VP and head of office Anish Daryani said, “HolidayIQ.com is a phenomenal business idea, where the power of user-generated reviews is leveraged to make holiday planning easier for the Indian traveller. This involves a massive change in human behaviour, where people need to overcome the inertia that keeps them from sharing their reviews in a public forum. This is a fantastic opportunity for us to use our proprietary HumanKind model to influence consumer behaviour, giving HolidayIQ.com a larger purpose – that of harnessing the power of user reviews to create a smarter Indian traveller.”

    Orchard recently kicked off the first campaign – Goa to the Power of HolidayIQ -an anthem for the holidayer in Goa – called “hiq!it”, composed and sung by Remo Fernandes and co-written by Thomas Xavier. Additionally, there is an activation exercise through a specially designed tablet device called the “hiq!PAD”, where hoteliers can get their guests to digitally collect reviews and take it live in real time. An activation team has also been stationed across popular tourist destinations in Goa, collecting reviews through the “hiq!PAD”.

    Orchard NCD and chairman Thomas Xavier said, “We want to unleash the power of guest reviews for HolidayIQ. We‘ve devised the term ‘hiq!‘ which isn‘t a mere abbreviation of HolidayIQ, but stands for ‘Holiday Inspired Quote‘. Going forward, we intend to make ‘hiq!‘ part of common parlance which means ‘a review‘. From a HumanKind perspective, a ‘hiq!‘ is a gift from one traveler to another.”

    HolidayIQ.com founder and CEO Hari Nair said, “Orchard was able to envisage our brand in a larger-than-life manner, and their team has displayed tremendous passion and interest towards our cause. We feel we‘ve found the right partner in Orchard and look forward to a long and fruitful partnership.”

  • Nickelodeon gears up to promote Motu-Patlu

    MUMBAI: Nickelodeon is going gung-ho to promote its recently launched show titled ‘Motu Patlu‘.

    The show is being advertised aggressively on the network besides being promoted through on-ground activities and strategic promotional partnerships to ensure optimal reach.

    The channel has tied up with retail chain Pantaloons and will be actively present across 18 Pantaloons outlets in Mumbai and Delhi to ensure “maximum” brand visibility.

    In an attempt to be present wherever kids are, Nickelodeon has also tied-up with gaming outlet – Timezone. Here kids can participate in the ‘Motu Patlu‘ contest through the Kiosk‘s at Timezone and also sample the show, while they win ‘Motu Patlu‘ merchandise.

    Additionally, Motu Patlu‘s Signature dish Chole Bhature will be available and promoted across Bombay Blue outlets in Mumbai. Kids can also engage with the interactive Motu Patlu tray mats at all the outlets.

    Promotions will also be a part of the on-going Nickelodeon workshops at Hobby Ideas where kids will be exposed to the flavour of the show while they participate in ‘Art Jam‘ workshops and bring out their creative side by making Motu Patlu chocolate boxes and more. The activity spans across five cities and over seven centres.

    Sonic and Nickelodeon India executive vice president and business head Nina Elavia Jaipuria said, “This experiential marketing campaign brings alive Motu Patlu, engaging kids through innovative initiatives at multiple touch-points. Our unconventional campaign connects with kids and reaches out to them wherever they are. Thus, creating awareness for Motu Patlu.”

    Nickelodeon has also planned engagements through Van Activations in over 30 towns like Lucknow, Kanpur, Allahabad, Varanasi, Agra and Mathura in Uttar Pradesh and Gwalior, Khandwa, Indore, Ratlam, Bhopal and Jabalpur in Madhya Pradesh. The Van Activation has been designed to give kids the feel of the show and make show and its characters familiar with the kids.

    To ensure the “right connect” with the tech-savvy generation Nickelodeon has also launched Motu Patlu‘s official website – Motupatlu.in. The site hosts a content mix that includes Motu Patlu games, contests and downloads.

    In addition, motupatlu.in will also be promoted through a digital campaign that entails banners on kid gaming websites, video banners and innovative rich media banners that allows the users to interact on the banner itself. The show will also be promoted on Nick India‘s official page on Facebook and on twitter.

    As a part of the ATL promotions, Motu Patlu will also be promoted across various General Entertainment Channels and print advertisements in leading comics.

    Nickelodeon has roped in legendary lyricist Gulzar to create a title track composed by musician Sandesh Shandiliya and sung by Sukhwinder Singh. The title track of twosome‘s jodi will be played on all radio stations across Mumbai and Delhi and several other cities in Madhya Pradesh and Uttar Pradesh.

    Motu Patlu airs every day at 6:30 pm on Nickelodeon.

  • Sony to spend Rs 1.5 bn on marketing during festive season

    MUMBAI: Sony India has set aside Rs 1.5 billion or 33 per cent of its total marketing budget for the festive season as it seeks to achieve a sales turnover of Rs 28.5 billion, an increase of 50 per cent over the previous festive season.

    Last year, the Japanese electronics major had spent Rs 1 billion towards advertising and promotion during the festive season to boost sales.

    Sony will undertake multi-media campaign for Bravia, Cyber-shot, Xperia Tipo and Handycam. This will include ATL and BTL activities such as print and television commercial, cinema, outdoor, Web and PR activities during the October-November period.

    The Japanese electronics major, which is going through a rough patch due to dwindling sales, has launched products cutting across product categories such as Television, Digital Imaging and IT products, during this festive season in the Indian market.

    Sony‘s product launch for festive season includes: Bravia KD-84X9000, Personal 3D Viewer HMZ-T2, DSLT a99, DSC-RX100, and Vaio with Touch-screen.

    Sony India MD Kenichiro Hibi said, “This festive season with our revolutionary product portfolio and compelling offers, we are confident of achieving 50 per cent increase over our last year’s festive season sales, taking it to Rs. 2850 crores (Rs 28.5 billion) this year.”

    The company had earlier ramped up its marketing budget by 25 per cent to Rs 4.5 billion for the current fiscal and had set a target of 30 per cent growth in sales. Its marketing spend in the previous fiscal was Rs 3.6 billion while sales stood at Rs 63.13 billion, up from Rs 54.46 billion in the trailing fiscal.

    India, one of the fast growing markets for Sony, currently stands at 6th position in contribution to global sales and plans to gain the fifth position by end of fiscal.

    As part of its marketing initiative for the festive season, Sony has also tied-up with Sony Pictures Entertainment for the much awaited James Bond action thriller ‘Skyfall‘ in order to gain a higher mind share during the festive season.

  • Comedy Central awards Cactii Communications its creative biz

    MUMBAI: Comedy Central, the English comedy channel from the Viacom18 stable, has awarded its creative mandate to Cactii Communications.

    “The agency will look after the creative initiatives across platforms of ATL and BTL. Cactii has already started work on new launches and new blocks,” Viacom18 vice president and general manager – English entertainment Ferzad Palia said.

    BBH, which was recently bought over by Publicis globally, was hired for the channel‘s launch project. Post the launch, Comedy Central called for a multi-agency pitch and zeroed in on Cactii in the end. Its duties include handling all ad-related work for the channel across media and merchandise.