ITV

Tag: BTL

  • Panasonic allots Rs 450 crore for ATL, BTL this fiscal

    Panasonic allots Rs 450 crore for ATL, BTL this fiscal

    BENGALURU: Panasonic India has allotted Rs 200 crore towards ATL activities (same as last fiscal – April 2012 to March 2013), and Rs 250-260 crore towards BTL (last fiscal Rs 200 crore) towards BTL activities revealed Panasonic India managing director Manish Sharma to indiantelevision.com in Bengaluru yesterday.

    Panasonic recently entered a new segment in India-mobile smartphones with the launch of one model – P51. By the end of this month, the company plans to launch another three smartphone models and will kick start a Rs 23 crore multimedia campaign over two months from the first week of August.

    With the festive season approaching, Panasonic also rolled out its new line-up of DT/ET Series as a part of its VIERA TV range yesterday.

    Three agencies handle its creative work – Dentsu, Mudra and Percept, while Allied handles it media buying.

    Following the success of Bollywood celebrities, Panasonic signed on Ranbir Kapoor as brand ambassador for its Viera TV brand; Katrina Kaif as the face of its home appliances range, Jacqueline Fernandes for its beauty products and Lumix Camera and Dia Mirza to be face of Eco Ideas which form a part of the company‘s initiatives to conserve the environment. It has also signed on Indian golf player Anirban Lahiri as brand ambassador for its operations in India.

    With the All India Football Federation (AIFF), Panasonic promotes the national football team and arranges for interactions of the team members with youth to encourage the sport among youngsters. For the fourth consecutive year, it was also the official electronic partner for the Delhi Daredevils team for IPL during the recently concluded sixth season of the tournament.

    Sharma also revealed the strategic outlook for the company which encompassed the areas which the company will be focusing on going forward. India has been identified as the centerpiece of future by the global headquarters. While the Indian arm will continue driving growth through its B2C business there will be a renewed focus on the B2B and B2G business. The key strategy for fueling even more aggressive growth in India is: to accelerate new product developments; reform the business structure through local production and consumption; and pursue autonomous management. With a studied focus, strong plans and an investment of Rs 1,500 crore towards expansion in the next three years, Panasonic is aiming revenue of $ 3.66 billion by 2015.

    Keeping in mind its focus product development the company has recently made a lot of additions to its existing range of products besides also entering new business segments like Smartphones. Panasonic will also be introducing new product ranges mainly in the energy solutions (products for creating, storing and saving energy), security and surveillance systems and solutions products and will also be looking at collaborating with Indian enterprises for the same.

  • 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.

  • Rajnigandha’s new TVC showing realisation of aspirations

    Rajnigandha’s new TVC showing realisation of aspirations

    NEW DELHI: The Dharampal Satyapal (DS) Group has launched a new campaign captioned “Stadium” for its mouth freshener brand Rajnigandha with the new punch line “Munh Mein Rajnigandha Dil Mein Hai Duniya”.

    The key message of the campaign is “Success that makes a difference evokes admiration”. The campaign is created by McCann Erickson. The campaign embarks by releasing TVC followed by digital, outdoor, and below the line (BTL) and POS medium.

    Commenting on the campaign Sr GM (Marketing) Rajeev Jain said, “Rajnigandha has always been a symbol of success, aspiration, stature and a perfect companion for the successful people for last three decades; it will now redefine the leadership aspect as well. The new punchline “Munh Mein Rajnigandha Dil Mein Hai Duniya” is a paradigm shift to a new benevolent and successful India.”

    The brand will now not only stand for success but will also mark a difference, by helping others in fulfilling their aspiration. While the earlier Rajnigandha campaign focused more on the success, the new Rajnigandha campaign has a more compassionate, humane and society-friendly approach. The campaign talks about an evolved person who is an equal contributor to the success of his fellow men. The protagonist of the commercial is shown as a successful business magnate, who not only has strong business acumen; but is also concerned for the wellbeing of society at large.

    The TVC flows with three investors presenting a blueprint to a young businessman in a field. This is followed by a well-heeled businessman with a calm and serene air around him, who steps out of a stretch Limousine. The elder brother surveys the land and sees few kids playing cricket. The younger brother then excitedly blurts his business plan to create India’s biggest mega mall consisting of theme parks, amusement grounds and 6 multiplexes on that land. A batsman is seen hitting the ball and it strikes the car. The elder brother throws back the ball to the kids and says “Yahan stadium ban-na chahiye”. One of the investors mutters under his breath “ Charity ke bare main soch rahe hain.” Elder brother responds “Kal ki soch rahe hain”. He opens a pack of Rajnigandha, pops in a spoonful and replies “kabhi toh aisa khwab dekhiye, jismain hazaro khwab shamil ho”. Followed by this sequence is a newsperson making an announcement “GR Enterprises ke international stadium ne iss sheher ke logon main garv ki bhaavna aur sports culture ko adbhutt badaava diya hai”.

    A cricket team is shown coming out in the stadium, with the same young guy who was batting earlier on the barren piece of land walking in with the cricket team. Recognizing him, younger brother says, “bhaiya yeh toh wahi…” Elder brother flicks the TV and we hear an excited journalist comments “GR Enterprises shares have reached an all-time high”. Elder brother says “Jab dusro ke khwab poore karoge na… toh apna kal bante dekhoge”. Elder brother stylishly pops a spoonful of Rajnigandha into his mouth & offers the same to younger brother and investors. The shot packs over with a voiceover: Mooh mein Rajnigandha. Dil mein hai duniya.

    Creative Credits:

    Creative Agency: McCann Erickson

    Creative Head: Prasoon Joshi

    Account management: Rajeev Rakshit, Bhaskar Preenja, Shourabh Verma, Ayesha Mehra

    Planning: Jitendra Dabas and Srayan Ghosh

    National Creative Director: Nakul Sharma and Tirtha Ghosh

    Director (of the film): Rajesh Saathi

    Production House: Kerosene Films

  • 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.

  • 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.

  • Panasonic launches ad campaign with Katrina Kaif

    MUMBAI: Panasonic India has released a new advertising campaign featuring its home appliances brand ambassador Katrina Kaif on the sidelines of its new range of ACs for the approaching summer season.

    With this new campaign, the company aims to make its presence felt as the “innovator”, the “change-maker”. The communication for 2013 focuses on leveraging the benefits of the campaign in the year gone by, and further strengthen the product promise ‘One touch to change the future’.

    Panasonic India managing director- consumer product division Manish Sharma said, “The communication for 2013 focuses on leveraging the benefits of a very successful campaign in the year gone by, and further strengthen the product promise ‘One touch to change the future’.”

    “While doing so, a good deal of research input has been incorporated for the new showcase which tends to simplify the product promise further by making it more relevant and a part of something which the consumer experiences on a daily basis; Change. Thus the new communication sincerely explains how the Econavi AC with just a touch of a button changes as per change in its environment, resulting in comfort and savings,” Sharma added.

    The TVC shows the latest Panasonic Econavi AC in different scenarios. First is a day time scene with Katrina spending some leisure time with her friends. The second one has Katrina having a party at home, with the space filled with guests. All this while, Panasonic Econavi AC, with its four sensors, controls the temperature and the direction of the air flow, hence saving energy without much human intervention.

    Panasonic plans to run the campaign during major upcoming sporting events, budget session in the next few months. It will be primarily visible on the news channels, regional general entertainment channels and Pan India exposure in early March.

    The TVC will be supported with an extensive BTL activity throughout. There will be four edits of the Ad ranging from 45 seconds to 10 seconds.

  • 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.”

  • 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.

  • Birla Sun Life Insurance launches TVC with Yuvraj Singh

    MUMBAI: Birla Sun Life Insurance has launched a new TVC with brand ambassador Yuvraj Singh who has just recovered from cancer.

    The television commercial is the second leg of the earlier ad that saw Singh saying “jab tak balla chal raha hai, thaat hai”. Through the new ad the cricketer makes a comeback and shares his determination to live with confidence through the ups and downs of life. He takes a leaf out of his own life to make the point that it is futile to question fate. Instead, he exhorts his audience to be prepared for whatever life may bring, the company said.

    With the sentence “jab tak balla chal raha hai, thaat hai”, he takes a cricket analogy into life, equating “balla” with financial preparedness.

    Aditya Birla Group chief marketing officer – financial services Ajay Kakar said, “In our opinion Yuvraj Singh is a true hero. Even through this tough interlude of his life, he has not questioned destiny and asked “why me”, but maintained a singular focus on his come-back not just to cricket but to life.”

    “Through our new TVC we wanted to take this thought forward to the masses that while you can‘t anticipate your future, you can at least prepare for it. Taking inspiration from his life story this time the thought moves from the game of cricket to the game of life with -‘Kyonki cricket ho ya life, jab tak balla chal raha hai, thaat hai‘,” he added.

    The company has launched a 45-secondar television commercial that will have an approximate 40 day runtime. It will be present across channels like television, print, radio, and digital along with BTL activities.

    The TVC opens in a sunny setting with Yuvraj visiting a school where cricket net practice is on. Yuvraj is talking to the kids, telling them about his journey through his illness and the valiant comeback that he has made. He then talks about the unpredictability of the future, and says that we need to plan for it today.

    The campaign makes a departure from the previous one with its more positive approach. It moves from him being alone in a rainy setting to a bright sunny afternoon amidst children. The campaign also moves from cricket to life. Through this TVC, the company aims at urging the viewers to plan their future today in a life full of uncertainties, with Birla Sun Life Wealth with Protection Solutions.