ITV

Tag: brand integration

  • Zee 24 Ghanta’s Durga Puja properties and brand integration hits the sweet spot

    Zee 24 Ghanta’s Durga Puja properties and brand integration hits the sweet spot

    Mumbai: The most comprehensive Durga Puja coverage of recent times by Zee 24 Ghanta with the right blend of news, fresh content & integrations.

    Amidst the challenging times, Zee 24 Ghanta – the most trusted news channel of East, curated a special lineup for the Durga Puja celebrations urging viewers to celebrate responsibly, attracted the attention of millions along with associations with a bouquet of brands from all over the country. 

    Under the umbrella properties of Sharad Ananya and Mahapujo, Zee 24 Ghanta celebrated the epic festival with a lineup consisting of ten exclusive shows telecasting Puja-related content for over 45 days totalling over three thousand minutes of fresh content. Participating brands were – Tutopia, Top Tech TMT Bar, Sister Nivedita University, IIHM, Shikhar Pan Masala, Shyam Steel, Tata Pravesh, Rupa, SBI Gold Loan, Dear Lotteries, Sunrise Spices, Meghbala Broadband, Shalimar, Shri Hari, and Kinnova.

    This epic coverage saw various successful brand integrations. Spices from Sunrise Spices were displayed & used to cook the delicacies on the show “Pujor Ranna Banna.” In that show, celebrities cooked their favourite dishes while sharing their Puja experiences with the audiences. Gift hampers from Shalimar were also presented to various guests during the Puja coverage. Several well-known celebrities donned outfits provided by Rupa Softline during the show Pujor Fashion. A special show named Tutopia Talent hunt was curated by team Zee 24 Ghanta wherein participants were awarded by Meghbala Digital based on pre-set parameters. During the Mahalaya special show, a special painting was done by renowned artist Sri Atin Basak on a Tata Pravesh door.

    Moreover, special prizes were given out by Shyam Steel (district Pujas) & Tata Pravesh (one puja in the city, district & apartment) in association with Zee 24 Ghanta. 

    “Durga Puja is the biggest festival in the region & the kind of acceptance & response we have received from the viewers & other stakeholders is stupendous, the kind of content that our team has designed & executed has catered to all age groups apart from daily news content. The team has been successful in delivering Puja coverage from every nook & corner of the state,” said Zee 24 Ghanta CEO Shri Purushottam Vaishnava.

    “With the Durga Puja coverage Zee 24 Ghanta continues to solidify its foothold on the market apart from further intensifying the advertiser connect through various innovations & integrations,” stated Zee Media Corp Ltd CRO Manoj Jagyasi. “Several brands across the country, across categories, have trusted to partner us for the epic coverage, which shows the pull of brand Zee 24 Ghanta. Our team is raring to deliver more in the coming months while taking leaps to be the market leader.”

  • “Couldn’t have asked for better timing”: The Viral Fever’s Arunabh Kumar

    “Couldn’t have asked for better timing”: The Viral Fever’s Arunabh Kumar

    MUMBAI: On 10 February when Aam Admi Party (AAP) founder Arvind Kejriwal created a history of sorts by winning the Delhi assembly elections by a record win of 67 seats, social media was abuzz with another first he had scored as an Indian politician. The muffler man was the first Indian politician to feature on a satire show on a digital network, The Viral Fever (TVF).

     

    How tough was it to convince Kejriwal to come on board for the flagship show Barely Speaking with Arnub? “We were talking to Kejriwal since October last year but he was busy with his campaign. He was well aware of the bitter-sweet thought provoking content we present. While we were unhappy with the delay, we could not have asked for a better timing and release,” The Viral Fever founder and CEO Arunabh Kumar tells Indiantelevision.com.

     

    The show, which was uploaded on 9 February, has garnered 2,251,010 views on YouTube so far.

     

    The digital network also partnered with Times of India (TOI) as part of its The Great Indian campaign. Kumar says when TOI started the second leg of the campaign The Great Indian Litterbug, they were simultaneously in talks with Kejriwal. 

     

    “The campaign was about the common man indulging in littering while the symbol of the AAP party, which is the broom, stood for cleaning up the act. We thought it was a great fit in such a way that people would not know it was branded integration,” adds Kumar.

     

    The host of Barely Speaking is seen imitating India’s most popular news anchor Arnab Goswami of Times Now. When asked if he has been confronted anytime by the real “nation wants to know” anchor, Kumar is of the opinion that imitation is flattery and it is not a major concern as the network has partnered with the Times Group for different associations. “Let’s hope we are able to convince him to come on board for our show and have an ultimate showdown,” he says.

     

    When queried whether India was ready for a subscription based model going by the rise in video on demand (VOD) platforms, Kumar says that their network has a product called the TVF Box Office where people can watch movies they have missed by paying for it.

     

    “Rocket Singh has sold 30,000 tickets in three years on Google Play and Sulemani Keeda, a very tiny film which didn’t even get a decent release sold 10,000 tickets in less than 10 days. This has been able because of the traction the Viral Fever has been able to garner,” the founder explains.

     

    The network has a total strength of 70 people and took a total of 36 hours to shoot the interview with Kejriwal and upload it on the online channel. Previously Bollywood star Shah Rukh Khan too has made an appearance on the show. When asked who are the other guests he looks to get on board, Kumar says “I think there are Shah Rukh’s of various different industries that we plan to get on board. But Bollywood always makes up for good content and at the same time the younger upcoming actors are open at laughing at themselves.”

     

    The network also has a small division called the TVF Tube, which is headed by Samir Saxena. This segment looks at producing content for television. Saxena has directed the popular online show Permanent Roommates. “Permanent Roommates is globally the most watched web series on YouTube. It is at the number one spot. There is no other branded fiction property more popular than Permanent Roommate on YouTube,” boasts Kumar.

     

    The network has so far worked with 30 different brands for brand integrations. It has produced shows with brands such as Airtel, Flipakart, P&G and are currently also working with Kingfisher.

     

    Speaking on the road ahead, Kumar informs that their non-fiction vertical Recycle Bin will be pushed a lot this year. They are also looking to work with different partners for different genres of programming. Thirdly the company is also looking at enhancing its technology to disseminate content better. Talking about the cost involved, Kumar says, “For us cost does not reduce because the size of the screen reduces. We believe great content cannot be produced at a cheap cost. We can literally get Rs 10 out of Rupee one of content.”

     

    In his concluding remarks Kumar says that their one key challenge is to make Indian audiences respect great content. “Because they seem to be enslaved completely by Bollywood, which I think we have managed to change to certain extent the value and core remains to create and serve and disseminate premium content at par with global standards,” concludes Kumar.

  • Linc Pen takes brand integration route

    Linc Pen takes brand integration route

    KOLKATA: Kolkata-headquartered Linc Pen & Plastics has spent 1.5 to 2 per cent of the Rs 315 crore turnover on marketing and branding in the current fiscal 2014-15.

     

    In an industry, which is marked by low level of differentiation, the company is aware that it is imperative to create brand differentiation among the potential target audience. In keeping with this, Linc Pen & Plastics has spent close to seven per cent of its marketing spent on digital campaigns and internet.

     

    Also, after integrating its brand in the movie Bhootnath Returns, the company is looking for more such brand integration opportunities.

     

    “It is essential to advertise and popularise the USP of the product and the brand on digital platforms these days. We are not only active on digital platforms, but look at how to engage with people. We spend around 78 per cent on the above-the-line (ATL) activities including advertisements and hoardings. Also, the ATL mix is going up as compared to last year,” said Linc Pen & Plastics brand manager Harshvardhen Daga.

     

    With consumers becoming more and more enthusiastic about what brand they use, Linc Pen & Plastics is always looking for engagement programmes with its consumers.

     

    Linc Pen is amongst the top three brands in the writing instruments industry, having largest market share in eastern India. Linc pens are exported to more than 50 countries presently. The brand was placed at number 282 across all brands in India last year.

     

    On the brand integration with movies, he said that brand Linc was shown for around 60 seconds in Boothnath Returns. “We are in talks with people for getting our brand good visibility,” he said.

     

    The writing instrument market is low-involvement and highly fragmented. “Linc focuses on the mass market. We have pens ranging from Rs 5 to Rs 20 in the mass market segment,” he concluded.