ITV

Tag: Branding

  • Del Monte trends on Twitter with disruptive campaign

    Del Monte trends on Twitter with disruptive campaign

    MUMBAI: Del Monte’s #DontbeaSucker campaign recently stood out with hashtag #DontBeaSucker #CanIt, with the digital campaign drawing attention of people towards Del Monte’s juices which are available in cans unlike tetra packs and are a safe and healthy option.

    Del Monte has created a stir by choosing to be different and has also taken a subtle dig at all the suckers (followers). It has sent out a message by doing away with the regular strategies. With quirky posts on Twitter and Facebook, the campaign has triggered thousands of conversations already.

    Going by the figures that the brand shared, Del Monte has reached out to nearly 3 million plus people in Delhi / NCR through this campaign and has already created quite a noise around this. Del Monte has also roped in the very famous and the Twitter savvy ‘Baba Sehgal’, who is all set to release his own anthem on YouTube for Del Monte juices. Using His whimsical posts and satirical way of expressing, the father of rap is all set to create a rage on YouTube around this campaign.

    Del Monte  is also taking a dig at the run of the mill mango and orange flavored juices which are normally bought by the consumers just for the sake of having juice. Del Monte’s new and unique flavors and packaging emerges to be the ultimate hero here that stand outs and steals the show, the campaign claims.

  • Del Monte trends on Twitter with disruptive campaign

    Del Monte trends on Twitter with disruptive campaign

    MUMBAI: Del Monte’s #DontbeaSucker campaign recently stood out with hashtag #DontBeaSucker #CanIt, with the digital campaign drawing attention of people towards Del Monte’s juices which are available in cans unlike tetra packs and are a safe and healthy option.

    Del Monte has created a stir by choosing to be different and has also taken a subtle dig at all the suckers (followers). It has sent out a message by doing away with the regular strategies. With quirky posts on Twitter and Facebook, the campaign has triggered thousands of conversations already.

    Going by the figures that the brand shared, Del Monte has reached out to nearly 3 million plus people in Delhi / NCR through this campaign and has already created quite a noise around this. Del Monte has also roped in the very famous and the Twitter savvy ‘Baba Sehgal’, who is all set to release his own anthem on YouTube for Del Monte juices. Using His whimsical posts and satirical way of expressing, the father of rap is all set to create a rage on YouTube around this campaign.

    Del Monte  is also taking a dig at the run of the mill mango and orange flavored juices which are normally bought by the consumers just for the sake of having juice. Del Monte’s new and unique flavors and packaging emerges to be the ultimate hero here that stand outs and steals the show, the campaign claims.

  • Sony Picture Networks India rebrands AXN

    Sony Picture Networks India rebrands AXN

    MUMBAI: Sony Pictures Networks (SPN) India’s english entertainment channel AXN, known for its action heavy shows, has been re-branded to give it a more edgier look.

     

    The changes include a new logo, packaging and tag line. Playing on their original palate of red, the channel urges viewers to live ‘R.E.D,’ which stands for Reality, Entertainment and Drama.

     

    The channel, which is home to some of the most iconic characters, hopes to increase its viewership with this re-branding exercise.

     

    The change will come into effect from 24 January, 2016 with the premiere of the drama series Billions, which will be aired at 11 pm every Sunday.

     

    The re-branding was undertaken by Leo Burnett India.

     

    “With the new logo, we want to cater to the young evolving mindsets. It’s time the brand goes to the next level with a more contemporary positioning and a fresh, new look, to appeal to the discerning audience segments, who seek intelligent action. More than just an adrenaline rush, they seek a mind rush while watching their favourite shows and characters. To cater to this mind-set, we have re-calibrated our positioning, brought alive through LIVE R.E.D. for the entire brand universe in a seamless manner,” says SPN India executive vice president and business head – English entertainment cluster Saurabh Yagnik.

     

    With this transformation, AXN seeks to diversify its portfolio away from its action genre by airing ‘intelligent’ action shows with more intense, smart and unexpected characters.

     

    The channel has retained its trademark representation with the colour red. He further adds, “Red because it leverages to bring alive what AXN as a brand stands for. The channel’s new look and feel showcases the content diversity of the channel, builds association with shows and characters and articulates what consumer gratification is. It is the channel, product and consumers’ truth that we have brought alive.”

     

    The new logo is accentuated by a 3-D pyramid with elements of mystery and convergence and will bring alive the channel’s diverse content offering Reality, Entertainment, Drama, and the consumer gratification of Rush, Excitement, Dream through its characters and shows.

     

    AXN’s content offering includes a mixture of reality shows like The Voice, Top Gear, Fear Factor, entertainment shows like Minute to Win, and dramatic shows like Sherlock, Hannibal, Ray Donovan, Billions, Elementary and Dexter, amongst others.

     

    As of now, the channel has no plans to change or tweak its content strategy, though it will keep bringing new American shows. The channel will continue to cater to the premium target audience in India.

     

    AXN seeks to cater to both types of consumers that exist in society: the influencer as well as the adopter. While the former includes tech-savvy people who want to watch shows with the US, the latter are not very active in the space and seek help from the influencer about which shows to watch. “The adopters are adopting and soaking into the genre. We want to bridge this gap between both the viewers’ cluster. We bring shows, which serves both of them,” asserts Yagnik.

     

    The channel claims to have a market share of 28 per cent in the entire English entertainment genre and has set a task to build shows and characters associations with the channel.

     

    AXN’s new look will roll out across the channel’s on-air and online platforms as well on various social media platforms.

     

    Speaking about the imminent competition from the American OTT platform Netflix’s entry into India, Yagnik says, “It is good to have global competition in the space. It’s a good opportunity. The fact remains that all the networks have many hours of content – local as well as international. Everything that enters the market has its own plusses and minuses when it comes to content consumption. Ultimately it’s going to benefit the consumers.”

     

    This new push towards evoking emotions as well as gaining viewers through gripping and diverse content strategy is what the edgy channel plans to do in 2016. The aim will also be to retain its position in the market by coming up with more credible and buzzy shows.

     

    “With the rise in the Hollywood shows consumption in India, AXN will continue to get up to date shows for our fresh from the US slot,” concludes Yagnik.

  • Sony Picture Networks India rebrands AXN

    Sony Picture Networks India rebrands AXN

    MUMBAI: Sony Pictures Networks (SPN) India’s english entertainment channel AXN, known for its action heavy shows, has been re-branded to give it a more edgier look.

     

    The changes include a new logo, packaging and tag line. Playing on their original palate of red, the channel urges viewers to live ‘R.E.D,’ which stands for Reality, Entertainment and Drama.

     

    The channel, which is home to some of the most iconic characters, hopes to increase its viewership with this re-branding exercise.

     

    The change will come into effect from 24 January, 2016 with the premiere of the drama series Billions, which will be aired at 11 pm every Sunday.

     

    The re-branding was undertaken by Leo Burnett India.

     

    “With the new logo, we want to cater to the young evolving mindsets. It’s time the brand goes to the next level with a more contemporary positioning and a fresh, new look, to appeal to the discerning audience segments, who seek intelligent action. More than just an adrenaline rush, they seek a mind rush while watching their favourite shows and characters. To cater to this mind-set, we have re-calibrated our positioning, brought alive through LIVE R.E.D. for the entire brand universe in a seamless manner,” says SPN India executive vice president and business head – English entertainment cluster Saurabh Yagnik.

     

    With this transformation, AXN seeks to diversify its portfolio away from its action genre by airing ‘intelligent’ action shows with more intense, smart and unexpected characters.

     

    The channel has retained its trademark representation with the colour red. He further adds, “Red because it leverages to bring alive what AXN as a brand stands for. The channel’s new look and feel showcases the content diversity of the channel, builds association with shows and characters and articulates what consumer gratification is. It is the channel, product and consumers’ truth that we have brought alive.”

     

    The new logo is accentuated by a 3-D pyramid with elements of mystery and convergence and will bring alive the channel’s diverse content offering Reality, Entertainment, Drama, and the consumer gratification of Rush, Excitement, Dream through its characters and shows.

     

    AXN’s content offering includes a mixture of reality shows like The Voice, Top Gear, Fear Factor, entertainment shows like Minute to Win, and dramatic shows like Sherlock, Hannibal, Ray Donovan, Billions, Elementary and Dexter, amongst others.

     

    As of now, the channel has no plans to change or tweak its content strategy, though it will keep bringing new American shows. The channel will continue to cater to the premium target audience in India.

     

    AXN seeks to cater to both types of consumers that exist in society: the influencer as well as the adopter. While the former includes tech-savvy people who want to watch shows with the US, the latter are not very active in the space and seek help from the influencer about which shows to watch. “The adopters are adopting and soaking into the genre. We want to bridge this gap between both the viewers’ cluster. We bring shows, which serves both of them,” asserts Yagnik.

     

    The channel claims to have a market share of 28 per cent in the entire English entertainment genre and has set a task to build shows and characters associations with the channel.

     

    AXN’s new look will roll out across the channel’s on-air and online platforms as well on various social media platforms.

     

    Speaking about the imminent competition from the American OTT platform Netflix’s entry into India, Yagnik says, “It is good to have global competition in the space. It’s a good opportunity. The fact remains that all the networks have many hours of content – local as well as international. Everything that enters the market has its own plusses and minuses when it comes to content consumption. Ultimately it’s going to benefit the consumers.”

     

    This new push towards evoking emotions as well as gaining viewers through gripping and diverse content strategy is what the edgy channel plans to do in 2016. The aim will also be to retain its position in the market by coming up with more credible and buzzy shows.

     

    “With the rise in the Hollywood shows consumption in India, AXN will continue to get up to date shows for our fresh from the US slot,” concludes Yagnik.

  • Zee Cinema bags four awards at Indian Brand Convention

    Zee Cinema bags four awards at Indian Brand Convention

    MUMBAI: Zee Cinema has recently bagged four awards at the Branding, Advertising, and Marketing (BAM) awards ceremony held by the Indian Brand Convention 2015 in New Delhi, for its constant innovative branding and communication efforts. The Convention was a learning, networking conference and an awards ceremony for branding, marketing, design, communications, advertising, sales and creative professionals in India.

     

    Amongst many other brands that participated, Zee Cinema was a front runner at the convention and the awards won by the channel include best corporate social responsibility campaign for November 2014 Children’s’ day Masti Ki Paathshala’ activity. It also bagged the best integrated marketing campaign for October 2014 campaign for promoting world TV premiere of entertainment, the best mobile innovation for May 2015 for the mobile activity done on world TV premiere of Lingaa. The channel has also roped in the best digital marketing campaign for May 2015 for the digital & social media promotion for world TV premiere of Lingaa.

     

    Masti ki Paathshala, was an initiative that the channel organized for the children of selected orphanages across Mumbai, Delhi and Ahmedabad to mark the celebrations of Children’s Day 2014. Over 300 children were engaged with fun activities like movie screening, antakshari and fun games with a view to give them a memorable special day and let them know that they are valued and loved.

     

    The promotion campaign for the world television premiere of the film, Entertainment provided its viewers an exclusive opportunity to interact with Johnny Lever for the first time on Zee Cinema’s twitter handle. One of the comic actors from the film Krishna Abhishek was also made available for the media market visit in Lucknow which also ensured the visibility of the brand in the prime market. The channel also used a unique platform of airline branding (special branding inside the aircraft in Air-India) for marketing the movie innovatively. The film was extensively promoted via engaging and interactive activities conducted across social media platforms with the movie’s merchandise were given to winners.

     

    The promotion campaign for Lingaa included an extensive digital campaign and also an exclusive mobile campaign Rajnikanth phone call ad wherein participants received a pre-recorded call from Rajnikanth urging them to watch Lingaa on Zee Cinema. The mobile campaign had a reach of a gigantic 8.2 million.

  • Impact Communications madehat-trick at RMAI Flame Awards

    Impact Communications madehat-trick at RMAI Flame Awards

    MUMBAI: At the fifth Edition of The Rural Marketing Association of India Flame Awards 2013,the association acknowledged the finest campaigns in Rural marketing, branding, innovation and CSR  Campaigns in rural India in the past year.

    The RMAI Flame Awards recognizes the work of corporates & agencies successful in rural marketing every year. This year, the event was attended by 300 participants from Corporate, Media, Consultancy and Agencies. 209 entries were received and 63 won awards across 25 categories. India’s most reputed and eminent personalitiesconstituted the awards jury. These included S Sivakumar – Chief Executive (ABD) ITC Ltd, GeetuVerma, Executive Director, Unilever, Harish Bijoor, Brand – Strategy Specialist & CEO, Harish Bijoor Consults Inc. and George Angelo, Executive Director (Sales), Dabur India Ltd,Sidharth Singh Executive VP GSK &N Subramanian EVP TAFE. With over 200entries to compete with, Impact Communications won 13 awards across categories including 5 Gold, 3 Silver and 5 Bronze awards.

    This year RMAI celebrated10 years of this platform andacknowledged the best works of the past decade, under special categories of “Long Term campaign of the decade”, “Social Development campaign of the decade” and “Brand association with a traditional congregation platform, of the decade”,Impact Communications found its place in all three categories. Bagging Gold and Bronze with “PehelaEkGhanta” a campaign for pregnant women and neo natal care in the categories of “Long Term campaign of the decade” and “Social Development campaign of the decade” respectively for PATH India. Impact also grabbed Silver for “Brand association with a traditional congregation platform, of the decade” with “LuiDahhan-Sonepur Mela” a proprietary event for Reckitt Benkiser.

    Impact Communications won Gold & Silver in the following categories across domains of consumer/ B2B/ CHANNEL MARKETING/ OOH:

    •    On-ground promotion of the year for Brand Awareness: “Ceat – Monsoon Smart Campaign”.  Was activating the Target group by triggering the urgency during monsoons & addressing the procrastinating nature of the customers. The intelligent messages delivery & intercepting them at different relevant touch points & connecting them to convergence point through technology made it comprehensive awareness campaign tailored to deliver for the brand.

    •    Small Budget campaign of year “Chick Thickness Queen” won gold on its cost competitive approach to drive the core proposition of thick hair promise with thickness meter a tool made of art paper measuring thickness of hair. Creating a moment of truth & recognition for Target group in the school.

    •    Channel Marketing / Retailer Incentive of the year: “Meri Guarantee, Mazbuti Guarantee”-JK Lakshmi Cements. A brand endeavor of presenting the dealerships with personalized customized branding of outlets and message of recognising them as local ambassadors was an out of box integration of main line communication targeting the dealers for motivational purpose.

    •    OOH Campaign of the year: “Horlicks -Maha Kumbh”. In sync with brand positioning “BadhayeDoodh Ki Shakti” a spiritual message “ Kumbh Snaan Bhakti Ka, Ek cup Horlicks Shakti Ka” was integrated and casted on clutter breaking above the eye stand out mediums, eateries and ride brandings was recognized as intelligent messaging in  the largest congregative platform like Kumbh Mela.

    •    Direct Marketing campaign of the year: “Ceat-Bike Tagging”. Reducing thepath to purchase through innovative use of technology, Target group were identified by tagging bikes at parking lots. These tags linked the customers back to the dealers reducingdependence on intermediaries.

    Commenting on the win, Sanjay Kaul CEO Impact communications said,“We are really pleased that our work has been recognized across categories.RMAI awards definitely energize our teams to plan & implement differentiated & path breaking marketing initiatives for our clients. ”.

     

  • Star India to become FIH’s Media Partner in eight year broadcast & rights deal

    Star India to become FIH’s Media Partner in eight year broadcast & rights deal

    MUMBAI: The International Hockey Federation (FIH) and Star India, which runs India’s leading sports network Star Sports, are delighted to announce that they have signed an eight year strategic partnership to improve the production of international hockey broadcast and extend hockey’s reach worldwide. The ground-breaking deal will run from January 2015 to December 2022. During the period of the deal, FIH will look to host a major event in India each year.

     

    Enhancing production

    Star Sports will be the host broadcaster for key FIH events both in India and throughout the world and will be responsible for ensuring consistent and high level production.

     

    The partnership with Star Sports is in line with FIH’s strategy to put events at the forefront and also its determination to inspire and entertain a global movement of hockey fans and players. FIH recently introduced a strong focus on digital engagement, branding and promotion of events to improve the spectator experience. Making the television coverage more entertaining and compelling is fundamental to achieving this goal.

     

    Star Sports has an impeccable track record. In their position as the International Cricket Council’s (ICC’s) global Broadcast & Production Partner, the company has continuously raised the bar in their television coverage of all ICC events.

     

    Last year, Star Sports partnered with Hockey India to launch the pioneering Hockey India League (HIL). Star Sports showcased hockey in a completely new way, offering a TV experience relevant to the youth market. In its first season, HIL was broadcast in more than 80 territories across the globe.

     

    Extending hockey’s reach

    As part of the deal, Star Sports has acquired global media rights for all territories, excluding Argentina. Through its network of international affiliates and other national broadcasters, content will be distributed to over 200 countries, reaching billions of sports fans taking hockey’s global viewing audience to unprecedented levels.

     

    Leandro Negre, President of the International Hockey Federation, said: “This partnership is an incredibly important and exciting development for international hockey. Our vision is to entertain and inspire a global movement of hockey fans and players and Star Sports is an industry leader when it comes to significantly increasing the reach and popularity of sport. Not only will Star Sports promote hockey worldwide between Olympic Games’ cycles, which is incredibly important to sustaining interest in hockey, but it will make our sport much more interactive and entertaining. Star’s ability to deliver immersive, engaging and captivating coverage will draw new young audiences towards hockey. We look forward to working together to truly grow the popularity of hockey.”

     

    Kelly Fairweather, CEO of the International Hockey Federation, said: “Our partnership with Star Sports is a major stride forward for hockey, and one that I am personally very excited about. I consider it to be a game changer both for the sport of hockey and for the millions of fans who will watch FIH events on television and on the internet all around the world. STAR Sports share our determination to raise the bar in terms of the production values and the viewer experience in a rapidly changing multi-screen environment. Their know-how will be hugely beneficial, and we look forward to working with them to ensure that our incredible sport is presented to the world in the best possible way.”

     

    Nitin Kukreja, Head of Sports Business, Star India, said: “We are delighted to be FIH’s global production, host broadcast and distribution partner. The partnership ties-in well with our overall vision of promoting sports culture in India. Hockey is a priority sport for us and we are thrilled that India will host one key event every year during the eight year term. We believe that hosting an international event each year, which is produced innovatively, will significantly boost the popularity of hockey in India. The sport has a glorious heritage in India and we believe that it has a tremendous future. We will work closely with FIH and invest in production to ensure that hockey reaches its full potential. As we have done with HIL, we will aim to innovate and create an exciting visual spectacle for international viewers.”

  • Infectious appointed as creative agency for Pied Piper

    Infectious appointed as creative agency for Pied Piper

    MUMBAI: Infectious has been signed on by MNR Marketing as their communications partner to launch Pied Piper, a first of its kind Intelligent Pest Repellant. It works on ultra sound and is non-messy, chemical-free, eco-friendly and most importantly, a permanent solution to pest problems. Infectious is entrusted with branding, identity, packaging and communication for the brand.

    Rahul Bafna, Director, MNR Marketing said “We met several advertising agencies before deciding to partner with Infectious. However, we honed in on them because they not only have strong credentials but also the passion of going out on their own to deliver something they truly believe in. This young enthusiastic team gets under the skin of the product, understands consumer needs and then creates work. This is a quality which perfectly fits the needs of any entrepreneur.”

    Commenting on the win Ramanuj Shastry, Co-founder & Director, Infectious says, “It’s a game changing product which can have a far reaching positive impact on urban home sanitation and health. The challenge is to design communication that is as effective and simple as the product itself”

    Nisha Singhania, Co-founder & Director, Infectious says, “It’s always an honor when a client entrusts you with their brand. We hope to make Pied Piper a leader in pest repellant solutions.”