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Tag: BTL

  • Cheil WW bags Delhi Daredevils’ creative, digital mandate

    Cheil WW bags Delhi Daredevils’ creative, digital mandate

    MUMBAI: Cheil WW SW Asia has bagged the IPL Delhi franchise Delhi Daredevils’ entire creative and digital mandate following a multi-agency pitch.

    There were 12 agencies pitching for the GMR Sports owned IPL team’s business. The multi-session pitch involved strategy, creative and execution plan presentations including Digital, BTL (below-the-line) and ATL (above-the-line).

    Cheil WW SW Asia COO Alok Agrawal said, “This is exciting and passions are running high. Taking into account the rigorous pitch process and the competition we are truly delighted. This win is also testimony to Cheil’s integrated expertise and its global sports marketing capabilities. The challenge is to build unique brand loyalty for Delhi Daredevils and make it a powerful fan motivator. Our approach centred around engaging the fan online and on ground. We truly understand that a brand like Delhi Daredevils is built with engagement and not advertising.”

    GMR Sports VP – head operations Amrit Mathur added, “Cheil’s understanding, strategy, ideas and passion for Delhi Daredevils clearly resonated next level thinking required for brand engagement and fan loyalty. We are looking forward to our partnership with Cheil and building our engagement with our fans in keeping with our overall strategy.”

    Cheil WW SW Asia MD Jae Hong Kim added, “We are happy to be associated with the Delhi Daredevils team. Cheil has great experience in sports marketing the world over including the Olympics and Chelsea Football Club. We hope to bring all that experience to Delhi Daredevils.”

  • Katha Mediatix wins Mobile Plus mandate

    Katha Mediatix wins Mobile Plus mandate

    MUMBAI: Katha Mediatix has won the brand consulting mandate for Mobile Plus, which is a multi brand mobile, accessories retail brand. The store is promoted by Prabhat telecom.


    As part of the creative thought process, Katha Mediatix will create the entire brand personality of the retail store along with visual merchandising for the brand. The campaign budget would be close to Rs 35 million approx to start with.


    Katha Mediatix chief creative officer Pabitra Roy said, “Mobile Plus is a platform for consumers who are mobile and technology savvy to have a unique experience with the brand. The creative positioning stands that consumers will always find something more or something plus whenever they engage with the brand. Creatively there is a great scope of work since its categorically not a brand that it speaks only to youth but there are a varied sets of TG and everyone has different aspiration, tastes, likings and lifestyle.”


    Mobile Plus director Ranjeet Chaudhury added, “Mobile Plus will also cater and penetrate aggressively into rural segments since 65 per cent of the mobile handset sales are taking place in the rural catchment areas where aspirational level is increasing constantly. Currently we are setting up stores in Mumbai and parts of Maharashtra and then we plan to have stores in major metros before the national communication plan gets initiated.”


    Katha Mediatix EVP strategic alliance Aniruddha Pal said, “The media strategy would primarily involve 4 phase communication plan starting with regional communication where the communication would be to prospective distributors and dealers and then there would be aggressive BTL promotions. The communication would be revolving around driving traffic while education and creating awareness about the store.”


    There would also be experiential marketing executed for proper brand engagement. There would be ATL campaigns with communication regarding special services of the store and the campaign would start in the early financial year.

  • Palasa wins Housefull and Rawwar’s creative biz

    Palasa wins Housefull and Rawwar’s creative biz

    MUMBAI: Creative house Palasa has won the accounts for a low cost furniture brand, Housefull and soon to be launched fashion brand, Rawwar.


    Rawwar will be launched in February 2012.


    Palasa has won Housefull‘s creative duties by just recommending them a communication strategy and a defined path to make Housefull a reliable furniture brand in the industry. The communication strategy gives a lift to the catalogue advertisement the company said in an official statement.


    Palasa director Sandeep Bomble said, “It feels good to win the accounts. In case of Housefull, it‘s a challenge to shape up a catalogue ad and make it a brand. We are excited about it.”


    The creatives will be done across mediums from above-the-line (ATL) to below-the-line (BTL). The media spent is estimated to be from Rs 120 – 150 million.


    Housefull is on expansion spree and plans to open maximum number of stores across India in the year 2012. “We saw this as a great opportunity to make Housefull ‘the‘ household furniture Brand of India,” Bomble added.


    “To survive in this ever evolving fad, being raw isn‘t good enough. To overcome, situation demands a reverse in trend. o announce a war, a fashion war. The idea is in the name itself, as the mirror reflection of Raw is War. And with Rawwar, it‘s a win-win situation. The target is younger audience and it is an affordable brand. The brand is coming up with apparels ranging from denims to T-shirts and shirts for men and women. Apparently, we are also designing the T-Shirts and the exclusive retail outlets for the brand,” he said.


    The approximate media spent for Rawwar would be around Rs 30-40 million in the initial phase.

  • Rickshaw to handle creative duties for Blue Foods

    Rickshaw to handle creative duties for Blue Foods

    BANGALORE: Food and beverage player (F&B) Blue Foods (Pan India Food Solutions) recently changed creative agencies, replacing Focus with Mumbai-based Rickshaw.

    Future Media continues as the media buying agency for Blue Foods.

    Pan India Food Solutions head of sales and marketing Vinay Gopinath told Indiantelevision.com on the sidelines of a press conference held to announce the launch of Blue Food’s first Bangalore and the ninth pan-Indian Spaghetti Kitchen outlet.

    Blue Foods has a portfolio of leading F&B brands such as Copper Chimney, Gelato Italiano, China Town by Noodle Bar, The Coffee Bean & Tea Leaf, Bombay Blue, Food Talk, Penne, Purple Rain and Spoon Foods. Besides its own brands, Blue Foods manages food courts at malls such as Select City and GIP Noida.

    Blue Foods ATL activities include catchment area based newsprint ads, outdoor and online and social media. It has tied up with a number of online F&B websites for selling and home delivery services.

    Blue Foods spends around 2 to 2.5 per cent of its turnover towards ATL and BTL activities for its F&B brands, while it spends around 5 per cent for its FMCG brands such as Gelato Italiano.

     

  • Scarecrow bags the creative mandate of Future Capital

    Scarecrow bags the creative mandate of Future Capital

    MUMBAI: Scarecrow Communications has bagged the creative mandate of financial brand Future Capital Holdings (FCH). It will handle both ATL and BTL activities of the company.

    The mandate was awarded after a multi-agency pitch. Financial details of the account couldn’t be determined.

    Says Scarecrow Communications founder director Manish Bhatt, “It‘s a great step forward for us as an agency to get Future Capital‘s creative mandate after winning the account of Religare. Both of them are financial institutions and it‘s very heartening to work on topics such as home loans, broking and health insurance brands as the aam aadmi is associated with it.”

    “Future Group is a big name in the retail segment and it feels great to get a mandate from such a prestigious organisation. We are working on the look of the brand,” he added.

    FCH is an investment advisor with domain expertise in private equity and real estate.

  • Parag Milk to launch ‘Go cheese’ campaign by November-end

    Parag Milk to launch ‘Go cheese’ campaign by November-end

    BANGALORE: Dairy and milk food products manufacturer Parag Milk Foods (Gowardhan) plans to launch an aggressive campaign for promoting its main staple – cheese – by the end of this month, said company sources.

    The company’s ATL activities include television, radio in metro cities, print and outdoor. Its BTL initiatives include sampling at outlets, mainly modern retail.

    “This will be our second push this year across all media including national, kids and regional television mediums. It should commence by by the end of this November,” revealed Gowardhan’s vice-president of marketing Rahul Akkara. “Our annual ad budgets are around Rs.100 million, and a major chunk of this goes towards the pushes that we have on television.”

    The company also has a range of milk food products under the brand ‘Gowardhan’ manufactured out of its plant in Manchar in Maharashtra. It has a major presence in markets such as Mumbai and Pune.

    Gowardhan also announced the launch of six flavors of ‘Go fruit n dahi’ yoghurt in the Bangalore market today.

    “Our TG for the flavored yoghurts is the woman and the youth in the metos- it is a snack that one can have on the go,” said Akkara. “Since the ‘Fruit n Yoghurt’ is more of a metro centric prodcut, our mass media communications will be mainly on outdoor, local print and radio mediums in Bangalore. Once our new diary in Andhra Pradesh starts production, we will be targeting other cities such as Mysore, Chennai, Hyderabad, etc.,” he added.

    Initially Gowardhan’s flavored yoghurt offering will be available in modern retail outlets. Once its expansion plans are complete, it intends to be present on the local grocery shop shelves.

    Gowardhan pegs the current fruit and yoghurt market in India at 50 tons per month, with Mumbai accounting for 10 tons. The market is growing by around 30 per cent year on year.

    Bangalore based Scion handles the creative and brand promotion duties for Gowardhan, while Karat handles the media buying.

  • G2rams bags activation mandate from Reebok

    G2rams bags activation mandate from Reebok

    MUMBAI: Marketing services agency G2rams has won the Reebok Zigtech account for consumer connect initiatives.

    G2rams‘ mandate is to create activations for the latest running shoes of Reebok.

    The company is creating ‘Reezig Activity Circuits‘ for Zigitech at gymnasiums and malls across Delhi, Mumbai and Bangalore. In this BTL (below the line) activity, customers get first hand experience of the product.

    The activity allows customers to complete a specially designed activity module, ‘the Reebok Energy Circuit‘ wearing the Zigtech shoes.

    G2rams MD Sameer Mutreja said, “The activity allows the unique Zigtech brand to connect with its audience and allow them to touch, wear and ‘test‘ the shoe itself. It will give consumers the opportunity to compare Zigtech with a regular running shoe and impress the wearer with the technology‘s ability to reduce stress, wear and tear in the user‘s musculature in lower legs.”

  • Denim Jeans Makers Looking for the perfect brand fit

    Daring, stupid, wild and innovative, are some of the campaigns that the biggest jeans brands in the country are currently running. In an attempt to connect with today‘s youth, wacky and out-of-the box below-the-line (BTL) marketing campaigns are being used, in an obvious bid to build brand connect and appeal to one‘s intellect (okay not really the latter).

    Spykar is encouraging youth to get creative with denim

     

    Take a look at what Levi‘s, Wrangler, Spykar, Diesel and Pepe‘s marketing teams are up to these days, and one will notice that brand building and brand positioning are the key focus area for them, as they attempt to build a loyal customer base amidst this ever changing market.

    Spykar Jeans currently has a contest running, “Denim regeneration,‘ which is specifically aimed towards fashion designing students, even though anyone who wants can participate. The basic objective of the contest is to make something out of your old denims. It could be clothes or accessories like wallets, bands etc. The top five winners get various prizes which include digital cameras, PSPs, etc. Also the winners will receive internships with the company. This contest is a part of the company‘s pan India brand building campaign, and it‘s being promoted in all the Spykar stores.
     

     
    Wrangler is sticking to its image of being rough, tough and wild, with its latest spring summer 2010 “Dirt Bike Denim” collection.

    Wrangler is targeting women to its macho wear

    Wrangler India marketing manager Anshul Chaturvedi feels, “The brand is associated with a rugged masculine image and is keen on cashing in on that. It is what differentiates Wrangler from others. While male customers are the prime focus, the brand is now trying to rope in more women customers.”

    The new dirt bike denim campaign focuses on the action, adventure and thrills of dirt bike and motorcar racing, with roughed up, greased and washed down denim jeans, and traditional biker shirts being a part of this new offering. While the posters and hoarding typically show a guy and his bike sporting the new Wrangler collection, there is of course a good looking biker girl by his side, showing off the latest in women‘s wear by Wrangler, which include racer back and off shoulder tees, molly fit jeans and much more.

    Wrangler‘s strategy for BTL marketing seems simple and time tested. It is strengthening its brand position by maintaining the brand‘s macho image across all its campaigns (the previous one being ‘forever wild‘), and even though the posters and hoardings of the cool jeans, nice bikes and hot girls are such a cliché, maybe they appeal to today‘s youth and their wild side.

     

     

    Diesel exploited “Be stupid” to create brand awareness and stand out from the rest of the pack

    Diesel jeans, which has tied up with Reliance Brands in India, probably has one of the wackiest BTL marketing campaigns ever seen in the country. “Be stupid” the Diesel campaign which was started before its first store even opened, was meant to create hype, curiosity and publicity. Celebrities sported the “Be stupid” tee shirts at social dos and in various public events. Be stupid merchandise and stickers along with tee shirts were distributed,

     

    Posters, store walls, flyers, and banners carried sayings like “Smart may have the brains but stupid have the balls,‘ “The stupid are the only ones carrying the banner of interesting”, “Smart may have the plans…but stupid has the stories” “Smart had one good idea…and that idea was stupid.”

    In fact, even the Mumbai marathon had wacky “be stupid” banners around, while there was even a “be stupid” party amongst other promotional activities done for this campaign. The Reliance brands marketing team felt “This campaign has been very well received. The teasers generated the right curiosity, the response has been really good and the campaign will continue as it is in line with the philosophy of the brand.”

    Levis is rewarding youth who have it through its “change the world” campaign

     
    Levi‘s current ‘Change your World‘ campaign is being done in order to celebrate its completion of 15 years in India, apart from further strengthening of its brand.

    The campaign includes three major initiatives. The first initiative is to identify 15 youngsters, through an online process, who embody the personality of Levi‘s and support them with fellowships of Rs 100,000 each. The second initiative is to identify a promising rock band for which the company will produce a music video featuring Priyanka Chopra. The band will also be given an opportunity of going on a three-city tour. And, the third initiative of this “Change the world” campaign is in association with Chevrolet and Apple, where the brand is giving customised Chevy Beats, iPhones, Mac Books and iPod Shuffles to youngsters who wear Levi‘s accessories.

    The campaign was launched on 9 April, across 40 cities in India and is expected to reach more than 25 million people. To create the required impact, over a 160 plus billboards, 80 plus bus shelters, 25 plus facades, multiplexes, 80 plus bus wraps, 100 plus cantilevers, 90 plus road medians, 70 plus kiosks, 40 plus Café Coffee Day outlets, 50 plus gantries, 80 plus unipoles and more than five mobile vans were used.

    For a better response the media were carefully mixed and balanced according to the city. In Mumbai a greater focus was on cantilevers whereas in Delhi it was on ambient media.

    Levi‘s India senior manager Vishal Bhalla said, “The Levi‘s change your world campaign is one that we are particularly excited about. I cannot overstate the stellar role that the team at Percept, led by Ovez, has played in amplifying the campaign, and giving it the scale and stature befitting such an initiative.” The over all outdoor and ambient spend by Levis on this campaign was approximately Rs 40 million.

    Pepe Jeans, is playing up its fashionable and stylish positioning

     
    The Pepe spring summer ‘10 collection introduces a contemporary and versatile range of highly trendy designs and the latest styles for the season. The collection is an ideal blend of high street elegance, eclectic bohemian styles and relaxed tomboy looks for women. For the men, the collection emphasises on high street fashion, classic summer and resort wear, promoting a more relaxed look and feel. To attract the appropriate target group and create visibility the outdoor medium is being used. The campaign is youth centric and its main objective is to introduce a larger than life image of the brand as well as serve the purpose of brand building.

    The outdoor campaign, executed by Moms, Madison‘s OOH division, principally focuses on Mumbai, Bangalore, Hyderabad, Pune, Jaipur, Cochin and Kolkata. Pepe Jeans has strategically chosen a cluster of sites on Mumbai‘s Mahim Causeway to create a larger than life impact in a high morning traffic area. Also, innovation has been carried out in their Bandra (in suburban Mumbai) hoardings to stand out, using a lighting technology which has been introduced to partially light them up; thus attempting to break the clutter and grab attention from the passer-by. Apart from this it has also used mobile vans, wherein Pepe Jeans brand ambassador Alexa Chung has been highlighted through a huge cut-out.

    “In India a very large audience falls under the age group 25 and 35 years respectively and that is the age group Pepe targets. The positioning has been consistently fashionable and stylish in terms of communication (advertising and promotions) and we planned to use the outdoor medium to be highly visible at all strategic location in the targeted cities,” says PJL Clothing India director Chetan Shah.

    Clearly, with the denim players sharply positioning and differentiating themselves and getting hyper on the promotion front, the jeans market will definitely expand further. And that is exactly what are they hoping will happen.