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Tag: BTL

  • Cut The Crap launches design unit

    Cut The Crap launches design unit

    MUMBAI: Cut The Crap, a Mumbai based creative agency, has launched its design unit – Design Sell, which will focus on brand identity, packaging, digital and 3D designs and BTL amongst others. 

    While the unit will work as a part of the agency, it will function independently with a separate team. The new entity Design Sell will be headed by Renuka Desilva.

    Cut The Crap founder and creative head Jagdish Acharya said, “I am excited to announce the launch of Design Sell. Cut The Crap has made its mark as a creative boutique for brand building. Design Sell derives its DNA from Cut The Crap. Design is never without a marketing purpose, the objective of design in the world of brands is to sell and to therefore it is imperative that design be strategic and a part of the brand building ecosystem. Therefore, the name Design Sell. The need was felt to launch the division on its own so it can be nurtured and grown to its true potential.”

    Speaking on the potential, Acharya added, “The demand for strategic design has been growing and not just from one-off clients looking for logos, brand identity and such. We work a lot with start-ups. Some of them need only design inputs first and a full service creative interface later. Then there are those who use only BTL as a medium of brand building and they need it to be managed through strategic inputs similar to ATL.”

    Design Sell creative director and head Renuka Desilva said, “I am looking forward to building Design Sell on the terra firma of strategy and creative foundations of design. It is the understanding of brand and marketing needs that will differentiate us from other design houses. Our aim over the next two – three years will be to build a strong portfolio that showcases our point of difference. Business will only follow.”

  • Cut The Crap launches design unit

    Cut The Crap launches design unit

    MUMBAI: Cut The Crap, a Mumbai based creative agency, has launched its design unit – Design Sell, which will focus on brand identity, packaging, digital and 3D designs and BTL amongst others. 

    While the unit will work as a part of the agency, it will function independently with a separate team. The new entity Design Sell will be headed by Renuka Desilva.

    Cut The Crap founder and creative head Jagdish Acharya said, “I am excited to announce the launch of Design Sell. Cut The Crap has made its mark as a creative boutique for brand building. Design Sell derives its DNA from Cut The Crap. Design is never without a marketing purpose, the objective of design in the world of brands is to sell and to therefore it is imperative that design be strategic and a part of the brand building ecosystem. Therefore, the name Design Sell. The need was felt to launch the division on its own so it can be nurtured and grown to its true potential.”

    Speaking on the potential, Acharya added, “The demand for strategic design has been growing and not just from one-off clients looking for logos, brand identity and such. We work a lot with start-ups. Some of them need only design inputs first and a full service creative interface later. Then there are those who use only BTL as a medium of brand building and they need it to be managed through strategic inputs similar to ATL.”

    Design Sell creative director and head Renuka Desilva said, “I am looking forward to building Design Sell on the terra firma of strategy and creative foundations of design. It is the understanding of brand and marketing needs that will differentiate us from other design houses. Our aim over the next two – three years will be to build a strong portfolio that showcases our point of difference. Business will only follow.”

  • Q3-2016: Balaji revenue up 8%; reports higher programming hours

    Q3-2016: Balaji revenue up 8%; reports higher programming hours

    BENGALURU: Balaji Telefilms Limited reported eight per cent YoY growth in total income from operations (TIO) at Rs 78.65 for the quarter ended 31 December, 2015 (Q3-2016, current quarter) as compared to Rs 71.54 crore and 43.8 per cent QoQ jump from Rs 52.85 crore.

    Note:  (1)100,00,000 = 100 lakh = 10 million = 1 crore

    Commissioned programs in the current quarter increased 24.4 per cent YoY to 712.2 hours as compared to 572.7 hours and increased 47.6 per cent as compared to 482.6 hours in the immediate trailing quarter. Net realisation per hour of commissioned programs increased 17.5 per cent YoY to Rs 24.2 lakh as compared to Rs 20.6 lakh, and was almost flat QoQ as compared to Rs 24.3 lakh.

    The company’s revenue from commissioned programs segment in Q3-2016 increased 16.2 per cent YoY to Rs 72.01 crore as compared to Rs 61.97 crore and rose 40.7 per cent QoQ as compared to Rs 51.18. The segment’s operating profit in the current quarter more than doubled (by 2.5 times) YoY to Rs 18.94 crore and increased 45.7 per cent QoQ to Rs 13 crore.

    Balaji’s other segment – Films, reported revenue of just Rs 1.12 crore in the current quarter as compared to Rs 0.13 crore in Q3-2015 and Rs 1.64 in the immediate trailing quarter. The Films’ segment reported operating loss of Rs 1.91 crore in the current quarter as compared to an operating loss of Rs 2.83 crore in Q3-2015 and an operating profit of Rs 0.06 crore in Q2-2016.

    Other consolidated numbers reported by Balaji Telefilms

    Total Expenditure in the current quarter declined 16.1 per cent YoY to Rs 68.68 crore as compared to Rs 81.81 crore, but increased 49.8 per cent as compared to Rs 45.85 crore in the immediate trailing quarter.

    The company’s cost of production/acquisition and telecast fees increased 5.7 per cent YoY to Rs 68.04 crore as compared to Rs 64.39 crore, but declined 15.3 per cent QoQ as compared to Rs 80.22 crore.

    Staff cost increased 16.9 per cent YoY to Rs 4.89 crore as compared to Rs 4.19 crore but reduced 1.2 per cent QoQ as compared to Rs 4.95.

    Balaji Telefilms standalone numbers

    Balaji Telefilms’ YoY standalone profit after tax (PAT) catapulted more than six-fold at Rs 20.66 crore (28.7 per cent margin) as compared to Rs 3.09 crore (5.4 per cent margin) and was double QoQ as compared to Rs 10.31 crore (20.2 per cent standalone margin) in the immediate trailing quarter. 
    The company reported 26 per cent YoY increase in standalone total income from operations (TIO) in the current quarter to Rs 72.3 crore from Rs 57.27 crore and 41 per cent jump from Rs 51.11 crore in Q2-2016.

    Standalone EBIDTA more than quadrupled (by 4.24 times) YoY in Q3-2016 at Rs 18.05 crore as compared to Rs 4.25 crore and almost doubled (up 94 per cent) as compared to Rs 9.32 crore in the immediate trailing quarter.

  • Q3-2016: Balaji revenue up 8%; reports higher programming hours

    Q3-2016: Balaji revenue up 8%; reports higher programming hours

    BENGALURU: Balaji Telefilms Limited reported eight per cent YoY growth in total income from operations (TIO) at Rs 78.65 for the quarter ended 31 December, 2015 (Q3-2016, current quarter) as compared to Rs 71.54 crore and 43.8 per cent QoQ jump from Rs 52.85 crore.

    Note:  (1)100,00,000 = 100 lakh = 10 million = 1 crore

    Commissioned programs in the current quarter increased 24.4 per cent YoY to 712.2 hours as compared to 572.7 hours and increased 47.6 per cent as compared to 482.6 hours in the immediate trailing quarter. Net realisation per hour of commissioned programs increased 17.5 per cent YoY to Rs 24.2 lakh as compared to Rs 20.6 lakh, and was almost flat QoQ as compared to Rs 24.3 lakh.

    The company’s revenue from commissioned programs segment in Q3-2016 increased 16.2 per cent YoY to Rs 72.01 crore as compared to Rs 61.97 crore and rose 40.7 per cent QoQ as compared to Rs 51.18. The segment’s operating profit in the current quarter more than doubled (by 2.5 times) YoY to Rs 18.94 crore and increased 45.7 per cent QoQ to Rs 13 crore.

    Balaji’s other segment – Films, reported revenue of just Rs 1.12 crore in the current quarter as compared to Rs 0.13 crore in Q3-2015 and Rs 1.64 in the immediate trailing quarter. The Films’ segment reported operating loss of Rs 1.91 crore in the current quarter as compared to an operating loss of Rs 2.83 crore in Q3-2015 and an operating profit of Rs 0.06 crore in Q2-2016.

    Other consolidated numbers reported by Balaji Telefilms

    Total Expenditure in the current quarter declined 16.1 per cent YoY to Rs 68.68 crore as compared to Rs 81.81 crore, but increased 49.8 per cent as compared to Rs 45.85 crore in the immediate trailing quarter.

    The company’s cost of production/acquisition and telecast fees increased 5.7 per cent YoY to Rs 68.04 crore as compared to Rs 64.39 crore, but declined 15.3 per cent QoQ as compared to Rs 80.22 crore.

    Staff cost increased 16.9 per cent YoY to Rs 4.89 crore as compared to Rs 4.19 crore but reduced 1.2 per cent QoQ as compared to Rs 4.95.

    Balaji Telefilms standalone numbers

    Balaji Telefilms’ YoY standalone profit after tax (PAT) catapulted more than six-fold at Rs 20.66 crore (28.7 per cent margin) as compared to Rs 3.09 crore (5.4 per cent margin) and was double QoQ as compared to Rs 10.31 crore (20.2 per cent standalone margin) in the immediate trailing quarter. 
    The company reported 26 per cent YoY increase in standalone total income from operations (TIO) in the current quarter to Rs 72.3 crore from Rs 57.27 crore and 41 per cent jump from Rs 51.11 crore in Q2-2016.

    Standalone EBIDTA more than quadrupled (by 4.24 times) YoY in Q3-2016 at Rs 18.05 crore as compared to Rs 4.25 crore and almost doubled (up 94 per cent) as compared to Rs 9.32 crore in the immediate trailing quarter.

  • Orchard Advertising names Sharmine Panthaky as VP & head of Mumbai ops

    Orchard Advertising names Sharmine Panthaky as VP & head of Mumbai ops

    MUMBAI: Orchard Advertising has appointed Sharmine Panthaky as vice president and branch head based in the Mumbai office.

     

    She joins from Interspace Solutions, where she worked as national head – retail and customer engagement.

     

    At Orchard, Panthaky will lead the relationship with key clients and work towards the agency’s growth.

     

    Speaking on their move to strengthen its leadership team with this new hire, Orchard Advertising COO Kaizad Pardiwalla said, “Sharmine joins us having had rich experience in business development and leading many national and multinational client relations. In her we found the unique ability to define the purpose for brands and devise business solutions that could unlock their true potential in the market. She will work with a multi-disciplinary team across The Leo Group India’s specialised offerings in digital, retail, activation, etc., thus helping to drive an integrated communication initiative on the brands we partner. I wish her the very best in taking Orchard to new heights.”

     

    Panthaky added, “Orchard has a legacy of great work on brands anyone would be proud to have on their roster. The leadership team has inspiring and exciting plans for the future. The opportunity to be part of this great journey was a no brainer. Since I’m joining mainstream advertising with Orchard after having spent many years in Out of Home, BTL and other disciplines, it gives me great joy and a feeling of being back home. I’m excited to partner clients and contribute hugely in getting great work out, thus helping to grow the agency’s business.”

     

    Panthaky is a marketing and communications professional with over 13 years of media and advertising agency experience across mainline advertising, out of home, engagement, news distribution and BTL.

  • Symphony selling & distribution expenses in Q4-2014 flat, could see upsurge in Q1-2015

    Symphony selling & distribution expenses in Q4-2014 flat, could see upsurge in Q1-2015

    BENGALURU: Evaporative air cooler manufacturer, Symphony, spent Rs 19.09 crore (16.42 per cent of Income from Operations or Inc from Ops) towards selling and distribution expenses (Sel & Dist Exp) in Q4-2014, almost the same as the Rs 19.14 crore (16.05 per cent of Inc from Ops) in Q3-2014. Y-o-y, Symphony’s Sel & Dist Exp in Q4-2014 increased 25.59 per cent from Rs.15.2 crores (17.31 per cent of Inc from Ops) in Q4-2013.

    Please note that (1) The company’s accounting year ends on 30 June every year, but in keeping with the convention in India, quarter ended 30 June has been referred to as Q1, quarter ended 30 September as Q2, quarter ended 31 December as Q3 and quarter ended 31 March as Q4 of each respective year in this report.

    (2) 100,00,000=100 Lakh = 1 crore

    (3) All trends mentioned in this report are linear trends based on data across nine quarters starting Q4-2012 and ending Q4-2014 and across FY-2011 to FY-2013.

    In its  corporate presentation, Symphony says that it incurs the highest ad spends in the air cooler category in India and that it has been advertising through television, radio, print, BTL since 1990 and on the internet since 2010. Fig 1 below indicates that the company’s Sel & Dist Exp shows a downward trend as percentage of Inc from Ops across nine quarters starting Q4-2012 and ending Q4-2014.

    However, in terms of absolute value, with the increase in Inc from Ops across their nine quarters, the trend towards higher spends in absolute value is upwards.

    Across three financial years starting FY-2011 to FY-2013, Sel & Dist Exp for Symphony show as upward trend both in absolute rupees as well as Sel & Dist Exp as percentage of Inc from Ops, as is evident from Fig 1A below. Across the nine quarters under consideration, Symphony’s average Sel & Dist Exp is 18 per cent of Inc from Ops, so Q3-2014 and Q4-2014 spends are definitely  below par. However, the company says that its business is seasonal and maybe based on the numbers reported for Q1 -2014 and Q4-2014, a splurge in Sel & Dist Exp could happen in Q1-2015.

    Symphony’s Inc from Ops as well as PAT show as upward trend across the 9 quarters in question as is evident from Fig 2 below.

     

  • 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.

  • Vegit bets on BTL for brand building

    Vegit bets on BTL for brand building

    BENGALURU: Bengaluru based Merino group’s agro division and ready to cook brand Vegit spends between 10-15 per cent of revenue on BTL activities. So far, a major portion of the Rs 40 crore revenue from the ready to eat Vegit has been institutional and B2B, with only about 20 percent, or about Rs 8 crore coming in from the retail segment. The USP, as also the tagline of the brand is ‘Hamara Mix, Aapka Twist’ (Our Mix, Your Twist)

     

    “We are planning to grow at a CAGR of about 25 per cent through increased B2B and the retail consumer sales, as well as new products. A major portion of our BTL activities are focused on the end consumer, the end user in mind, this includes in-shop promos, wet sampling, taking part in exhibitions, etc. We need to get to a critical mass before looking at mass media communications,” revealed Vegit director Manoj Lohia to www.indiantelevision.com on the sidelines of the launch of Vegit’s new snack Vegit Pav Bhaji in Bengaluru today.

     

    Besides BTL, the company has been betting on the digital media also. It has a range of recipes on its portal and has been growing its presence on social media. The brand has a range of nine new snacks and plans to add another two or three more during the current calendar year.

     

    Lohia estimates the size of the ready to cook market in India as Rs 500 crore, with an overall size of the organised and the unorganised market of Rs 2000-2500 crore growing at a CAGR of 35 per cent.

     

    The Rs 950 crore Merino group spends around Rs 20 to 25 crore towards communications, including ATL and BTL. Creative duties are handled by the Publicis group’s Capital, mass media by Mindshare and digital by Publicis Istart.

  • Acer India to commence low key campaign for Iconia W4

    Acer India to commence low key campaign for Iconia W4

    BENGALURU: Acer India will commence a below the line (BTL) campaign along with print campaign for its new Iconia W4 tablet that was launched on 19 December in Bengaluru. Madison handles the media buying for Acer India.

    “By the end of this weekend, our BTL campaign with some print will commence. We are looking at the possibility of our brand ambassador in India – Hrithik Roshan featuring in some of our communications,” said Acer India chief marketing officer Rajendran.

     “Over the next three months we will be spending about $250,000 on the W4 campaign in India,” he further added.

    Featuring IPS and zero air gap technologies that provide a sharp display with enhanced clarity and brightness, the Iconia W4 is also equipped with Windows 8.1 and the 4th Generation Intel Atom Quad Core processor that offers faster tablet performance as well as battery life up to 10 hours for web browsing and up to eight hours for video playback.

    “Modern consumers want an all-pervasive computing experience, one that is high on speed and performance as well, taking care of their mobile demands. Addressing the consumer desire for portable computing, Acer has launched a host of computing devices in flexible form factors including convertibles, all-in-ones, and tablet PCs. As a part of our focused efforts to offer industry-changing experience and newer form factors, we bring to you our latest tablet, the Iconia W4. The ultimate on-the-go entertainment hub, the Iconia W4 will appeal to a cross section of users from busy professionals to ultra-mobile youngsters”, asserted Acer India Managing Director Harish Kohli.

    Targeted at active and professional users, the ICONIA W4 seamlessly weaves portable computing and entertainment. The company has set a modest target of 3000 units during the quarter. Company sources reveal that a 3G SIM version of the Iconia W4 is likely to be released sometime in February 2014.