ITV

Tag: ATL

  • Allied Media appoints Shilpa Dhanu as head M3 project & strategy team

    MUMBAI: Allied Media Network, the media planning, buying and evaluation arm of Percept, has appointed Shilpa Dhanu as Head – M3 Project & Strategy Team.

    In her new role, Shilpa Dhanu will be responsible for the Centralised Data Analytics Cell. Based in Mumbai, she will be reporting to Allied Media CEO Shripad Kulkarni and with a core team of senior and junior analysts will take care of research & analytical needs for clients across India.

    Shilpa‘s mandate is to assist and steer the strategy team of the company to newer heights. She also will be responsible in creating newer avenues and strategising various offerings of the company for the clients.

    Allied Media last year had launched Centralised Data Analytical Cell, a specialised vertical that leverages various strategic initiatives across all media companies of the Percept Group for the clients. It will conduct research and collating data on key sectors and industries on a round the clock basis.

    This data will help in giving a tailor made report to the client and will help in effectively measuring all their communication campaigns including ATL, BTL, Social Media, Word of Mouth and other vehicles optimally.

    The tools will help as a guide for advertisers of different sectors to effectively bifurcate their communication spends in various vehicles as per consumer behaviour & media efficacy.

    Allied Media CEO Shripad Kulkarni commented, “We are extremely pleased to welcome Shilpa in our team. She has a grass root level experience in understanding consumer trends and purchasing behaviour and will add tremendous value in steering our Data Analytics vertical. I am confident that she will drive our unrelenting focus on building and adding constant value for our discerning clients.”

    Shilpa Dhanu has more than a decade‘s experience and has worked as senior manager-Consumer Insights – Star India. She also has had a successful stint in UTV, Carat Media Services Ogilvy & Mather, MTV India, Zenith Optimedia, Initiative Media, and CSRIdentity.com where she has been instrumental in handling Research & Strategy for them.

    Allied Media GM Strategy Shilpa Dhanu added, “I am really excited to join Allied Media and work on multinational brands and be an active part in their communication strategy. Allied Media has been in a forefront in charting out effective media mix for all their clients. This opportunity comes at an interesting juncture in my career.”

  • Gopaljee to spend Rs 35 million on rebranding marketing exercise

    New Delhi: Renaming itself ‘Gopaljee Ananda‘, the dairy brand Gopaljee today announced an investment of Rs 35 million in its rebranding exercise and unveiled its new logo with new tagline ‘Joy of fresh Milk‘.

    The exercise will include dealer meets , BTL activities like vehicles Branding (both company owned and distributor owned ), shop boards at retailers end , wall painting , hoardings ; metro branding ATL activities like newspaper ad / regional tv advertising / radio, activity and entire merchandising activity.

    Aqua Communication is the creative agency which has designed the new logo and entire branding of Gopaljee.

    According to Gopaljee Ananda CMD R.S. Dixit,”It gives me great pleasure to announce the brand refresh forGopaljee. As we expand and innovate our products, we believe our customers will be supportive of our choice to do the right thing. What matters most is that the experience will be exactly the same, only our name will be different.”

    The packaging need was designed to create such a differentiation that people could identify the packs instantly and uniformity across all the packs could be created and maintained. Hence a set of three flowers were adopted -obviously flowers denote freshness thus justifying our corporate policy of FROM COW TO CONSUMER. Fresh milk is collected from the farmers and delivered at consumers doorsteps,a step away from reconstituted milk . On closer look the flowers petals are made of hearts which signifies health and life.

    The name ANANDA means eternal bliss. Milk is so pure form of nature given to bless mankind with good health and happy mind and taste; Hygiene and Purity of Gopaljee milk brings the same feeling of bliss which perhaps Lord Krishna used to feel when with his cows and “gwal bals”.

  • A B See Peninsular bags Next Retail’s creative biz for e-commerce vertical

    MUMBAI: Mumbai-based agency A B See Peninsular has bagged the creative duties for Next.co.in, e-commerce vertical of Next Retail.

    The account will be serviced out of agency‘s Delhi office.

    According to A B See Peninsular founder Amit Baid, the focus of the agency will be on direct and ATL (above-the-line) mediums. The agency claims to use uncommon mediums which are not buzzing in recent times. It will use innovative mediums to create awareness about the brand.

    Set up in 2009, A B See Peninsular is present across Mumbai, Kolkata, Guwahati and Delhi.

  • Mad over Donuts to spend Rs 20 mn in promotions this year

    BANGALORE: F&B brand ‘Mad Over Donuts’ (MOD) will kick-start a multimedia campaign by the middle of next month to compliment its ambitious plans to grow its number of outlets from 33 to 100 by the end of the current fiscal, said MOD Ceo Tarak Bhattacharya.

    The company claims that it has developed 100 per cent vegetarian donuts that have found a strong connect with its target audience in the cities that it has been present in. These include the New Delhi NCR region, Mumbai and Pune.

    MOD has opened its first outlet in Bangalore and plans to up that count to four in Bangalore by the end of this fiscal. MOD also has plans to open outlets in Hyderabad by the second quarter of this fiscal and Chennai in the last quarter. Last year MOD opened 16 outlets in the country.

    Company sources said MOD intends to spend Rs 20 million towards ATL and BTL activities this year. Once it is present in many other cities, typical media spends would be around 5 per cent of sales. MOD plans to leverage digital media which include Internet and radio.

    Mod’s facebook page has garnered over 300,000 fans over an 18-month period since it was first started. The company has been using radio jingles in the cities that it is present in for promotions as well as contests which are a part of its BTL activities. Other BTL activities include mall initiations and in-store promotions.

    MOD plans to use outdoor and newsprint advertisement also. Television commercials, however, are not on the immediate agenda.

    Another initiative that the company has been pushing is to declare the third Friday of every June (15 June this year) as ‘Donut Day’ and this has met with a fair amount of success over the three years since MOD commenced operations in India.

    At present most of the general creative work is done in-house as is the media-buying. Creative work for its digital initiatives is done by Gazoop.

  • Sulekha.com dons new brand identity

    Sulekha.com dons new brand identity

    MUMBAI: Sulekha.com, a digital marketplace for local needs, has unveiled a new corporate brand identity.

    The change reflects Sulekha.com’s new avatar as an e-commerce company focused on local needs.

    The new tagline of the company is ‘Delightful discoveries. Everyday’. It captures Sulekha.com’s renewed promise to its visitors to satisfy all their local information needs across multiple domains and delight them with new possibilities.

    According to an official statement, the new logo sports metallic sheen and vibrant colours. The fonts used have a contemporary feel and are centered on simplicity and usability.

    Sulekha.com is currently running a multi-city campaign to launch the new identity with a host of ATL and BTL marketing activities. It will be spending Rs 50 million during the first month of the launch.

    The campaign uses ‘fingertips’ as a motif and features the tagline, “Everything you need in your city. At your Fingertips.”

    The campaign amplifies the message that the numerous offerings of Sulekha.com can be accessed instantly and effortlessly through multiple devices like PCs, laptops, tablets, mobile phones, smartphones and landlines, the company said.

    Sulekha.com chairman Param Parameswaran said, “Sulekha.com is at an inflection point, having just metamorphosed into an e-commerce company. We have aggressive growth targets for FY13 and are investing heavily in enriching our database and expanding our offerings across multiple platforms. The new brand identity is designed to highlight our customer-centric approach. We want to become synonymous with local information needs in every city”.

  • Scarecrow celebrates 2nd anniv with launch of design division

    Scarecrow celebrates 2nd anniv with launch of design division

    MUMBAI: Celebrating its second anniversary in style, Scarecrow Communications Ltd. announced the launch of a design division by the name Scarecrow Designs.

    The new division will provide exclusive design solutions to various clients and will be headed by Kapil Tammal as design director.

    Scarecrow Designs also endeavours to produce pure graphic design content on its own. The in house designers and talent from design schools would be roped in to create merchandise (t-shirts, bags, accessories etc), which will be showcased at the Scarecrow Art Gallery and on www.scarecrowdesigns.net

    Due to the retail boom, mall culture and entry of many international lifestyle brands in India, design has become extremely imperative.

    Many national/international brands, more often, avoid spending on full-fledged ATL campaigns due to media costs. But what they can‘t avoid spending on is to create a look, feel and imagery of the brand where design is sacrosanct.

    The idea behind the new identity of Scarecrow Designs is based on the phenomenon crop circles, which have been the biggest design mysteries in the world.

    Scarecrow Designs design director Kapil Tammal said, “Scarecrow Designs is not a conventional design house. Design for communication is what my team will focus on. Certain brands need to be looked from a design perspective, so along with the routine advertising ideas, the team will wear a designer‘s hat and think of ‘designs‘ as and when needed. I wanted to form this kind of a team since long, and today it‘s finally happening!”

    Scarecrow founder director Raghu Bhat said, “This is a systematic attempt to broaden our communication offerings. It is also a recognition of the great design talent in Scarecrow. “

  • Wagh Bakri appoints Saints and Warriors for Mili

    Wagh Bakri appoints Saints and Warriors for Mili

    MUMBAI: Creative agency Saints and Warriors has bagged the creative duties for packaged tea brand Wagh Bakri’s second brand, Mili. The agency’s Mumbai office will handle the business.

    The incumbent agency is Hanmer Creative+. Before that, Mudra handled the creative duties for Mili.

    Wagh Bakri Tea Group executive director sales and marketing Parag Desai said, “We liked the strategy and the creative approach that Saints and Warriors presented. Mili is a popular brand in north India, and we are planning for a national footprint.”

    A campaign involving a mix of ATL and BTL activities will be launched in a month‘s time.

    Triton Communications and Percept/H are already with Wagh Bakri.

    Wagh Bakri Tea Group is a premium tea group, in existence since 1892 with a production base near Ahmedabad. The company has a market presence in Gujarat, Rajasthan, Madhya Pradesh, Maharashtra, Goa, Delhi, and Hyderabad, and has recently forayed into Chhattisgarh.

  • IBD strengthens creative team with 2 appointments

    IBD strengthens creative team with 2 appointments

    MUMBAI: Percept/H Company’s total communication solutions agency, Integrated Brand Development (IBD) India, has appointed Kartikeya Dixit and Soumya Nagabhushan as associate creative directors.


    Dixit and Nagabhushan will be based out of IBD’s Gurgaon office.


    The mandate for them would be to strengthen the creative team. They will work under Jai Singh and Akash Sharma.


    IBD India Sr. VP Srikant Rath said, “With both of them joining the growing team, IBD India will fortify its creative output and you can be assured of some more out-of-the box solutions for our clients.”


    Dixit brings in over seven years of experience in both ATL and BTL spaces. Prior to this he worked in Ogilvy, Rediffusion Y&R and Dentsu. He has worked on brands like LG (Home Appliance & Home Entertainment, FPDs), Sprite, Honda, Wild Stone Park Avenue and Religare.


    On his new role Dexit said, “I am really excited to join IBD India and work on internationally recognised brands like Panasonic and a host of others. I am looking forward to doing work that is relevant to my target audiences and win recognition of award juries as well. We are an ambitious bunch here hungry to do good work.”


    Nagabhushan has to his credit over six years of advertising experience. He has worked on brands Like LG, Nestle, Frito Lay’s, Maruti Suzuki, Dabur, Honda and Havell’s. “It’s going to be both an interesting and challenging time in IBD. IBD is an exciting place with an enthusiastic bunch of people believing in doing great creative work. What’s more, the client mix offers you great opportunity to do good work,” he added.


    IBD has been in the news lately for picking up businesses like Pure Home+ Living, Iinstinct Deodorants, Shlipa Cosmetics, Saks Salons and Radius Infratel.

  • Katha Mediatix wins Mobile Plus mandate

    Katha Mediatix wins Mobile Plus mandate

    MUMBAI: Katha Mediatix has won the brand consulting mandate for Mobile Plus, which is a multi brand mobile, accessories retail brand. The store is promoted by Prabhat telecom.


    As part of the creative thought process, Katha Mediatix will create the entire brand personality of the retail store along with visual merchandising for the brand. The campaign budget would be close to Rs 35 million approx to start with.


    Katha Mediatix chief creative officer Pabitra Roy said, “Mobile Plus is a platform for consumers who are mobile and technology savvy to have a unique experience with the brand. The creative positioning stands that consumers will always find something more or something plus whenever they engage with the brand. Creatively there is a great scope of work since its categorically not a brand that it speaks only to youth but there are a varied sets of TG and everyone has different aspiration, tastes, likings and lifestyle.”


    Mobile Plus director Ranjeet Chaudhury added, “Mobile Plus will also cater and penetrate aggressively into rural segments since 65 per cent of the mobile handset sales are taking place in the rural catchment areas where aspirational level is increasing constantly. Currently we are setting up stores in Mumbai and parts of Maharashtra and then we plan to have stores in major metros before the national communication plan gets initiated.”


    Katha Mediatix EVP strategic alliance Aniruddha Pal said, “The media strategy would primarily involve 4 phase communication plan starting with regional communication where the communication would be to prospective distributors and dealers and then there would be aggressive BTL promotions. The communication would be revolving around driving traffic while education and creating awareness about the store.”


    There would also be experiential marketing executed for proper brand engagement. There would be ATL campaigns with communication regarding special services of the store and the campaign would start in the early financial year.

  • Palasa wins Housefull and Rawwar’s creative biz

    Palasa wins Housefull and Rawwar’s creative biz

    MUMBAI: Creative house Palasa has won the accounts for a low cost furniture brand, Housefull and soon to be launched fashion brand, Rawwar.


    Rawwar will be launched in February 2012.


    Palasa has won Housefull‘s creative duties by just recommending them a communication strategy and a defined path to make Housefull a reliable furniture brand in the industry. The communication strategy gives a lift to the catalogue advertisement the company said in an official statement.


    Palasa director Sandeep Bomble said, “It feels good to win the accounts. In case of Housefull, it‘s a challenge to shape up a catalogue ad and make it a brand. We are excited about it.”


    The creatives will be done across mediums from above-the-line (ATL) to below-the-line (BTL). The media spent is estimated to be from Rs 120 – 150 million.


    Housefull is on expansion spree and plans to open maximum number of stores across India in the year 2012. “We saw this as a great opportunity to make Housefull ‘the‘ household furniture Brand of India,” Bomble added.


    “To survive in this ever evolving fad, being raw isn‘t good enough. To overcome, situation demands a reverse in trend. o announce a war, a fashion war. The idea is in the name itself, as the mirror reflection of Raw is War. And with Rawwar, it‘s a win-win situation. The target is younger audience and it is an affordable brand. The brand is coming up with apparels ranging from denims to T-shirts and shirts for men and women. Apparently, we are also designing the T-Shirts and the exclusive retail outlets for the brand,” he said.


    The approximate media spent for Rawwar would be around Rs 30-40 million in the initial phase.