ITV

Tag: BTL

  • 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”.

  • DDW to handle Rock.in’s creative duties

    MUMBAI: Online fashion portal Rock.in has awarded its creative duties to integrated agency Digital Driftwood (DDW).

    DDW account manager on the Rock.in business Firoz Merchant said, “We won the account after a multiagency pitch initiated in February and look forward to working on it in the online as well as offline space.”

    The agency will be in charge of the brand‘s online advertising, offline BTL activities and advertising through mainstream mediums like print and television.

    DDW director Vikram Varma said “We are excited at being selected. We think that, with the emphasis on premium international brands and high quality products instead of the usual discounts and offers, Rock.in has an edge in the crowded e-commerce space. We are really looking forward to be working alongside them in achieving their marketing goals.”

    The media planning and buying for the brand is handled by an in-house team. The digital duties of Rock.in will be looked into by a UK based agency High Performance (HP) that has worked on brands like Sony, LLoyds TSB and House.

    Rock.in marketing head Pradeep Mohindroo said, “We wanted to hire the best people in the world for the job, we met quite a few agencies in India, and a lot of proposals came from abroad as well. At the end of it, with HP we found partners who could simplify the complicated and had the confidence of making an entirely new model of remuneration, based out of performance.”

    Talking about the brand and where it is coming from Rock.in CEO Surah Sharma added, “We have a very clear idea of our target group; he or she has a discerning taste, is well travelled and aspires to be more of a world citizen. Fashion is such an important part of life, and by bringing some of the top fashion labels we aim at meeting the needs of this ever growing target group. Our work doesn‘t stop at just selling the products; it is our aim to WOW our customers at every touch point. Thus, we‘ve focused a lot into touch and feel aspects of the company. In the long run, it will not just be our products that will differentiate us from the competition; it will also be these softer aspects that will make us stand apart.”

    DDW, a nine year old company, has offices in Mumbai and Delhi and has worked on brands like Yahoo!, Hindustan Unilever, Filmfare, Marico, LinkedIn and MTV.

    Rock.in, which was launched in May 2012, has licenses and distribution rights for some of the global labels across London, Paris and Milan. Some of these brands include La Redoute, Paris Hilton, Lipsy London, Calvin Klein Men, DKNY and House of Dereon.

  • Comedy Central goes BTL for Hot in Cleveland sitcom

    MUMBAI: Viacom18’s comedy channel Comedy Central has rolled out a marketing campaign to promote its latest sitcom offering Hot in Cleveland. Instead of only sticking to the usual TV, print and OOH route, this time around the channel has opted for a more interactive and inclusive BTL route.

    The show is aired at 10 pm on weekdays and follows the lives of three middle-aged best friends from Los Angeles, who have to make an emergency landing at Cleveland on their flight to Paris.

    As part of the campaign, Comedy Central has tied up with Rubys to create some special ‘Hot in Cleveland’ drinks like Mango Margarita, Appletini, Watermelon Fizz and Ruby Coolers keeping in mind the tastes of a woman. Another tie up has been forged with coffee house chain Café Coffee Day where the ‘Hot in Cleveland Cappuccino’ has been introduced and will be available for the months of July and August.

    The channel has also collaborated with premium salon Juice where customers above the age of 40 may avail of the special ‘Hot in Cleveland’ package.

    Additionally, Comedy Central has partnered with Airtel DTH to play promos on the default channel for 10 days, Inox, which will have promo stills during the interval and Book My Show, In.com and Crossword, will actively promote the show over the next month through contests and other innovative branding.

  • Zee TV rolls out marketing campaign for paranormal show Fear Files

    MUMBAI: Zee TV has launched a 360 degree marketing campaign to promote its new paranormal show Fear Files that will premiere on 30 June.

    The channel is promoting the show through print ads, ambient branding, DTH, viral marketing, cinema hall promotion, digital and social media. Also, differentiated augmented reality has been designed to maximise engagement while following an integrated marketing approach.

    As a part of the BTL activity, Zee TV will capture the audiences across malls and create an experience with augmented reality that uses computer graphics and sensors. There will be huge LED screens placed in these areas and people who come near the marked zone will experience something that is intended to surprise them and create a huge sense of intrigue.

    The online promotions will be centred on giving viewers a paranormal experience rather than just telling a scary tale. Internet users will be captured across various sites with captivating messages. The channel has planned a social network activity that will allow users to share their own experiences by writing in stories and upload videos. Paranormal expert Mehra Shrikhande will share daily tips and feedback to online users.

    The DTH promotional plan has ads and promos that will be played on Dish TV, Airtel DTH and Tata Sky.

    Cinema hall promotions have begun with the launch of movie ‘The Amazing Spiderman’ to tap kids and male audiences. Apart from the promos running inside the movie screen, the washrooms will carry ambient branding. The channel claims that print medium will also see “innovative and attention grabbing” advertising.

    The Facebook page of the show will also let viewers share their views and thoughts on various aspects. Micro-blogging sites like Twitter will keep the community of Fear Files viewers up-to-date on all on the shows.

    Zeel marketing head- national channels Akash Chawla said, “The biggest challenge that the marketing team had to surmount was to evoke the emotion of ‘thrill’ from its target audience. The show has intrigue and mystery as its core and these are the two factors taken forward in its marketing campaign also. Hence, keeping in mind the primary target audience of the show, promotions are centred around online and new media along with traditional media mix. The communication across every medium will aim to tease people with the fear of the unknown and give
    them a thrilling experience.”

    The 26 episode series is based on paranormal experiences in one’s life and will air every Saturday and Sunday at 10.30 pm.

  • Hoppr awards creative duties to ‘From Here On Communications’

    MUMBAI: Delhi-based creative agency, From Here On Communications (FHO), has won the creative duties for location-based check-in service Hoppr.

    The size of the business is in the range of Rs 150 to 200 million. In the initial phase, the focus of the agency will be planning and executing BTL activites for the brand.

    FHO had to compete with three other agencies to bag the account.

    FHO managing partner Rajesh Aggarwal said, “ Hoppr is a great product idea to emerge on the mobile space in India. We are very excited to partner this hottest mobile start-up on the block.”

    Hoppr is promoted by Y2CF allows consumers to explore rewards and offers available with brands in their neighbourhood. Y2CF Digital Media is the debut venture of Bharti Soft Bank (BSB) – a mobile internet joint venture between Sunil Bharti Mittal-promoted Bharti Enterprises and Japan‘s SoftBank Corp.

  • 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”.

  • 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.