ITV

Tag: Campaign

  • Hathway launches campaign for new channel packages

    Hathway launches campaign for new channel packages

    MUMBAI: Multi system operator (MSO) Hathway Cable & Datacom is out on a mission: to educate cable TV subscribers about their new power – ‘The power to choose.’ And to spread this message the MSO has come out with three TVCs, print ads and radio jingles. 

     

    The campaign will use multiple media to inform and educate consumers about the different packages that the MSO has created. The move comes in the wake of broadcaster Star India’s decision to enter into only Reference Interconnect Offer (RIO) deals with MSOs. 

     

    The five packages for Maharashtra that have been rolled out by Hathway include: 

     

    · Basic Pack priced at Rs 158: This will have the best of all the free to air channels.

     

    · Starter priced at Rs 230: This will have best of Hindi entertainment and a variety of kids, music, infotainment, lifestyle, spiritual, regional, radio and games. 

     

    · Popular priced at Rs 289: This will have channels from Starter pack + sports (all cricket, best of English news and a variety of other genres).

     

    · Premium priced at Rs 349: This will have channels from Popular pack + bets of English entertainment and a variety of other genres + free top up of any one Sun language package.

     

    · Premium Plus priced at Rs 419: This will have channels from Premium pack + sports (football, all English Entertainment, news, best of all genres + free top up of any two Sun language package. 

     

    Conceptualised and created by Gasoline, while one of the TVCs has life reference, the other two are animated. Speaking to Indiantelevision.com, Gasoline founder and chief creative officer Anil Kakar says, “The brief given to us was that the MSO wanted the power of choice to be in the hands of consumers.” 

     

    The campaign highlights the five different packages as well as the a la carte prices being offered by Hathway. 

     

    Incidentally, the work on the campaign started in October, which is the same time when Star announced its plan to enter into RIO deals. “While the client wanted life reference, we wanted to bring in animated characters. The reason being that while the message is hard selling, animation makes it light,” informs Kakar. 

     

    The ad film draws an analogy from contexts wherein a consumer makes a choice. For instance, the first film opens on a lady buying a soap in a soap store. The salesman is seen pushing various soap brands on offer. The lady quips, ‘You aren’t trying to sell the whole store, are you?’ and smiles. Cut to a CG section wherein we see a host of channel logos and a voiceover, which says, ‘We choose everything in life, why not television channels?’  

     

    The strategy is to communicate the cost-effectiveness of a Hathway package subscription. The campaign extends with a couple of animation films, which demonstrate how a subscription is reasonably priced vis-a-vis other things in life. In the first film, we see a young character in a cafe going through his mobile bills, only to find his café bill more expensive, thus communicating the fact that a monthly subscription to a Hathway channel package is still cheaper than two cups of coffee and a sandwich.

     

    The radio spot extends the idea further with a groom who is choosing a bride and in another, a waiter rattling off the menu in a rapid-fire sequence. The radio jingles have been co-produced by 94.3 Radio One. 

     

    The print ad is topical and captivating. It reads: ‘You have chosen your Prime Minister. You have chosen your Chief Minister. Now choose your Hathway channel package.’

     

    While the TVC will be aired on the Hathway channels, radio ads will be played in Kolkata, South Indian states (except Chennai), Mumbai and Delhi and the print ad will also be published all over India in the mainline newspapers. 

     

    “The campaign has been designed to ease the life of cable operators, who are facing issues in informing consumers about the packages and its pricing,” concludes Kakar.

  • Times Now comes with creative campaign to question crisis

    Times Now comes with creative campaign to question crisis

    MUMBAI: News channel Times Now has launched a campaign with the conviction to shape a better tomorrow. It was since the New Year that the channel had started to strengthen the core philosophy of the brand through sharp-focused positioning with ‘Times Now: Action Begins Here.’ The channel also launched a series of hard-hitting, issue-based films to raise social issues that bothers the society on a daily basis.

     

    Times Television Network CEO & managing director MK Anand said, “’Action Begins Here’ truly articulates what Times Now stands for, it explains what we are really doing. As India’s leading news brand, we are well aware of the power our voice has in society. And we constructively use that power to give voice to issues that affect our nation and raise the right questions that lead to Action. Action that leads to concrete solutions, to change for a better India. The re-positioning will be reflected in the overall brand communication coupled with intense and engaging content.”

     

    Times Now editor in cheif Arnab Goswami added, “Times Now has been the popular choice for more than seven years as the number one channel. We have changed news delivery from deadpan to passionate; from uninvolved to journalism that steps forward to fight for the citizen. ‘Action Begins Here’ is a campaign that reflects this new age journalism, and showcases our fundamental strength of direct reporting to viewers across the globe.”

     

    The 360 degree marketing plan includes extensive print, OOH, cinema, digital and cross-channel promotions.

     

  • Option Designs creates sarcastic campaign for UC Browser

    Option Designs creates sarcastic campaign for UC Browser

    MUMBAI: Option Designs has crafted a campaign, which includes a series of sarcastic and rib tickling funny resolutions of various celebrities and super heroes, for China-based mobile browser UC Browser.

    The humorous Facebook posts are designed to attract the youth towards the brand and to acquire unique and more eyeballs through innovative and viral content.

    With the New Year starting and people making a number of resolutions, Option Designs came up with a simple yet crispy idea to promote the brand through funny resolutions on how people break resolutions.

    Option Designs MD Japneet Singh said, “We felt that we should encash on the most common fad during the New Year week – ‘Resolutions’.  The objective behind the campaign was to highlight how people make resolutions and break them in a couple of days. The tremendous response to our rib tickling posts from the fans has only encouraged us to take this forward and convert this into a full-fledged humorous video. We are sure this campaign will help the brand reach out to a wider audience and highlight its benefits to the target customer. We are very confident that with the combination of great marketing and the unbeatable content, UC browser will be an absolute winner in the market.”

    UC Browser spokesperson added, “We constantly innovate with our strategy to connect with our target audience, our latest campaign does exactly the same, it evokes the humorous side of resolutions. Youngsters generally make resolutions, but failed to carry them further, the campaign was designed to target the same audience. With the series of humorous posts and video, we are getting good response from the fans; also the organic reach of the page becomes quite high.”

     

  • TaxiForSure launches two month 360 degree campaign

    TaxiForSure launches two month 360 degree campaign

    BENGALURU: Taxi aggregator and technology company, TaxiForSure, recently launched a 360 degree campaign under the creative direction of Lowe Lintas and Partners executive director GV Krishnan. The campaign will be spread across two months panning TV, OOH, print, radio and online. Industry sources say that the company would be spending between Rs 12 to 20 crore during this phase towards media, advertising and marketing.

     The campaign includes a 45 second TVC with the theme ‘Bachao’ (save) based on a TaxiForSure created character named Arpan. The TVC shows how TaxiForSure makes it possible for Apran to save his friendship with his office colleagues. The TVC is in Hindi and Tamil and will be aired across Hindi movie, music, lifestyle, business and news channels, including regional channels in versions ranging from 45 seconds to smaller durations.

    TaxiForSure co-founder and director Aprameya Radhakrishna said, “Our customers have given us positive feedback on the pricing, service levels and reliability. This gave us the confidence to launch a 360 degree campaign that will help us take our services to a lot more people. TaxiForSure wants to change the customer mind set by getting taxis to be a part of their everyday life and choose TaxisForSure given its affordability and reliability.”

    The company also formally launched a new category of Tata Nano taxis in Bengaluru city last week. The move could be seen as a unique one in the Indian transportation industry so far, making in-city taxi travel even more convenient and affordable.

     TaxiForSure co-founders marked the launch of the service by flagging off company branded Tata Nano cars. The service has been launched with 100 Nanos in Bengaluru and will be expanded to other Indian cities in the coming weeks say, industry sources.

     Besides TaxiForSure’s other class of vehicles services, the Nano service will be available exclusively on the TaxiForSure app and mobile site in the ‘Pick Now’ option, which makes a cab available in minutes.

    TaxiForSure co-founder Raghunandan G said, “We are thrilled to announce our new Nano category that offers a great city-driving proposition. We are seeing great traction across 14 cities and we recently completed 3.5 million trips. The aggressive growth that the taxi industry is seeing requires innovative ways to bring more cars onto the road. Tata Nano is a well-loved consumer brand that is perfectly suited for city travel with its small footprint and zippy commute. It is also light on the pockets of our driver partners, who can now become entrepreneurs much more easily. With a brand-new design, well-trained drivers and an intuitive app experience, our customers will be wowed with the Nano.”
     
    TaxiForSure estimates the current size of the taxi market at about Rs 50,000 crore, of which only about Rs 2500 to 3000 crore is organised, and hence, sees potential for tremendous growth in this segment.

     

  • Indian stories compliment Al Jazeera’s campaign

    Indian stories compliment Al Jazeera’s campaign

    MUMBAI: Al Jazeera has always taken pride in being one of the few channels that focuses on showcasing human centric stories rather than the commercial or business ones. Operating its Arabic and English channels from Qatar, a location unusual for a worldwide TV channel, it has now embarked on a campaign ‘Hear the Human Story’ (HTHS) to highlight its ideology.

     

    Spread across 12 countries globally, but focusing on key areas of Al Jazeera English (AJE) such as UK, South Africa and Australia, it is a six week long campaign which will run till mid December, after which a number of new smaller bursts are planned for the next year.

     

    Designed by Memac Ogilvy Dubai, the campaign has been tailored to suit different market dynamics with primary focus on print, digital and outdoor media. Launch events were held in Johannesburg, London and Sydney, in line with its core markets.

     

    While India is a priority market both in terms of editorial coverage and also viewership, it hasn’t been a focus for HTHS. Says AJE marketing head Kayoko Nidsaid, “India has not been a focus for this particular campaign; however we used stories from India to show the human stories of Al Jazeera. The reason why India was not included in this year’s campaign was because Al Jazeera had only launched its distribution programme and marketing and PR directives last year to coincide with the increased availability of the channel on TV platforms.” 2015 will see more promotional efforts in India.

     

    Speaking about the concept of HTHS, Nidsaid says, “The idea of ‘human stories’ was always built into the ethos and DNA of the channel, the campaign was a natural progression of the Al Jazeera English brand. HTHS is a testament of our commitment to covering people caught up in events in all corners of the globe and aims to reinforce one of our key strengths for our audiences worldwide. We take pride on the human story and fearless journalism.”

     

    India is a rich pool of stories for AJE. In November itself, stories of India marking world toilet day as well as a bank that teaches impoverished children in Ahmedabad on how to save for a crisis, made headlines.

     

    Nisaid says that the AJE workforce has many Indian staff both in editorial as well as non-editorial while the campaign itself saw two Indian stories (the school under the bridge and the Gulabi Gang) being told across its launch areas.

     

    Once the campaign concludes, the results will be analysed by agency TNS.

     

  • Turtle launches social campaign #idroppedmyclothes

    Turtle launches social campaign #idroppedmyclothes

    MUMBAI: Turtle, a lifestyle brand has made swift strides in becoming a popular menswear brand in India.  And in the process, the corporate has continuously strived to match the attributes of a turtle which has a tough outlook but soft and sensitive inside; lives long; never forgets its roots; can survive on land and in water and highly depends on its natural surroundings and its ecological system.

     
    Hence apart from making the finest apparel, it has relentlessly endeavored to explore avenues to conserve nature and serve its surrounding in a collective effort.  Taking this a step ahead, Turtle today initiated a social movement – #IDroppedMyClothes – a nationwide movement for the betterment of underprivileged community.

     
    The campaign makes an appeal to all individual’s in association with Goonj to be socially responsible by donating their clothes at any of the Turtle stores across the country.  Also, they can help this initiative become a nationwide movement by posting their donation with a picture or video on the social media with (hashtag) #idroppedmyclothes and nominating their friends/family to do the same.

     
    According to Turtle director Shitanshu Jhunjhunwalla “The format of this campaign is such that the noble cause of donating clothes to underprivileged can also be a fun activity for people. I would request everyone to be a part of this. Every person who donates will be eligible for free points added to their membership card which can be redeemed on their purchase.”

     
    At the end of the campaign all the collected clothes will be donated to underprivileged across the country through Goonj which is a non-governmental organization working in 21 states across India in disaster relief, humanitarian aid and community development.

     
    Turtle has been engaging in various efforts to support similar social causes through their CSR campaigns. They are actively involved in the conservation of endangered species of turtles across India for many years and recently entered into a partnership with TSA to support the conservation of freshwater turtles around the world to help shape a better, more sustainable community under its CSR philosophy. Turtle’s strong belief in ‘Earth’ and the preservation of the environment has fuelled many such initiatives, one of which is promoting the hand-spun and hand-woven, eco-friendly Khadi fabric with its premium and Limited Edition Khadi collection that would benefit the weavers and their families.

     

  • 92.7 Big FM to support Honda’s campaign

    92.7 Big FM to support Honda’s campaign

    MUMBAI:  92.7 Big FM, India’s largest and No. 1 private FM Network comprehensively utilized its 45 station spread across the country to meticulously support Honda’s latest campaign ‘Honda Amaze Longest Drive Through Amazing India’. The campaign which kicked off from the 15th of September and culminated on 9th Nov achieved the Guinness World Records™ for registering as the longest journey by a car in a single country. The campaign was supported by all-encompassing on-ground activities and on-air promotions across 30 Stations of the 92.7 BIG FM network, connecting with Honda fans and dealers to create a buzz about their power campaign.

    The brief received from the Client saw the Solutions and the Sales Team at 92.7 BIG FM come together to explore options that would deliver effective results for the campaign. Ensuring out of the box thinking and excellence in execution, the team put together a national plan with elements that ensures maximum buzz and talk-ability around the innovative campaign.

     

    From here-on there was no stopping this partnership and 92.7 BIG FM went all out from inviting dealers into the studio to interact with the RJ’s, RJ’s hosting live shows from across Honda showrooms interacting with customers through interesting games and other interactions and also collecting feedback.

     

    Speaking on the occasion, Hironori Kanayama, President & CEO of Honda Cars India Ltd., said “We are happy to announce that Honda Cars India has added yet another milestone to its journey by entering The Guinness World Records™ for the Longest journey by car in a single country”.

    He further added, “The drive through various terrains is testimony to the durability, quality and reliability of Honda Amaze. These qualities have found their way into the Indian market and the car has garnered excellent response from the customers.”

     

    Speaking of the partnership,Ashwin Padmanabhan, Business Head, 92.7 BIG FM stated, “It is our endeavor to offer audiences with clutter breaking and highly engaging content, while offering our partners the best solutions through the effective use of the powerful medium of radio. Having worked with Honda in the past we have a long standing association since they understand the power of radio. We are happy to have exclusively partnered with them on yet another exceptional campaign of driving through amazing India and further into the Guinness World Records”

    92.7 BIG FM has in the past worked closely with Honda on their property titled ‘Voice of Honda Brio’, which saw participants taking a test drive, post which they were given the opportunity to share their reviews on the radio network. This was accompanied with interesting segments like ‘Express your love for Brio’ and ‘Brio Love ka Time Check’. The campaign again was a success which has resulted in both partners synergizing excellently on various campaigns.

     

    The ‘Honda Amaze Longest Drive Through Amazing India’ campaign kick-started on September 15th,2014. It was flagged off at Jodhpur and went on to clock an astounding 23,800 kms during its drive, covering over 400 Indian towns across the length and breadth of India through mountainous terrains, coastlines, flat highways, congested city roads and the interiors of the country.

     

    Providing the campaign with its much needed boost, 92.7 BIG FM, India’s largest FM network successfully generated immense interest from the masses and assisted Honda in making this campaign an enormous success.

     

  • JBL appoints Makani Creatives as its ad agency

    JBL appoints Makani Creatives as its ad agency

    MUMBAI: JBL, one of the leading American audio electronics company currently owned by Harman International, has roped in Makani Creatives as its advertising agency. This development comes close after the decision on deployment of major funds to step up marketing activities and ramp up technology.

    JBL has already launched a strong campaign with celebrities Arjun Kapoor and Parineeti Chopra in order to target the youth and engage the users by launching a music video called ‘Just Be Loud’ created by Kookie Gulati from SOBO films.  

    Makani Creatives will now roll out campaigns in sync with the brand thought process – ‘Just Be Loud’. The agency has a repertoire of youth, fashion and retail brands which makes it the natural choice to partner with JBL.

    JBL director Sahil Sani said, “JBL has been a key force in developing independent divisions for audio equipment for consumer home market and professional equipment for studio, installed sounds, tour sound, portable sound (production and DJ) and cinema markets. Over the last few years, we have managed to make our presence felt in most sound and audio sectors.”

    “Our key focus now, is to increase the reach and awareness, and build on our strength as a preferred choice for end-consumers. In order to meet this objective, we are thrilled to partner with Makani Creatives as our brand agency. With them on board, we are now gearing up for the new brand identity – ‘Just Be Loud’ and innovative marketing campaigns in the near future. We chose Makani Creatives for their clear understanding of our brand, proven record for delivering some of the most successful ad campaigns and focus on delivering business results,” he further added.

    Makani Creatives MD Sameer Makani said, ‘‘JBL is a young and dynamic brand which has revolutionised the audio category, that being of head phones, headsets and bluetooth speakers. We were very charged by this proposition and that lead to a fine campaign we presented to JBL. In fact, they were quite impressed and that’s how we bagged their luxury division, Harman Kardon as well. The first set of work for JBL will be out shortly and I am sure that this will be one of the first steps of a successful journey together, we intend to take with this brand.”

     

  • Mars Chocolate India signs up Sonam Kapoor as the face of its new campaign

    Mars Chocolate India signs up Sonam Kapoor as the face of its new campaign

    MUMBAI: Actor Sonam Kapoor has made a mark as the fashionista of the industry and wowed her fans with her recent performance in Khoobsurat. Her one of a kind attitude and bindaas outlook makes her one of the most popular actors of her times. With movies like Khoobsurat (2014), Bewakoofiyaan (2014), Bhaag Milkha Bhaag (2013), Raanjhanaa (2013), Players (2012) and Mausam (2011) in her kitty, she’s now all set to don a ‘chocolate star’ avatar for a new campaign by Mars Chocolate India. With a personality that celebrates style and panache and known to love chocolates, Sonam is a perfect match.

    Mars Chocolate India marketing director Raghav Rekhi said, “We are thrilled to have Sonam on board. Each of our chocolate brands has a unique and distinct personality. Sonam’s vivacious personality is a perfect fit with the new chocolate brand campaign that we have signed her for. We look forward to this campaign being a big hit with the consumers and hope they enjoy watching Sonam in this new avatar.”  

    Commenting on the association, Sonam Kapoor said, “My love for chocolates is no secret. Mars Chocolate India makes some of my favourite chocolates. I am thrilled to be a part of one of the most exciting chocolate campaigns in India and am looking forward to a great journey ahead.”

     

  • Asus India launches convertibles under Transformer series, campaign plans on the anvil

    Asus India launches convertibles under Transformer series, campaign plans on the anvil

    BENGALURU: Asus India launched new additions to the Transformer series – Asus Transformer Flip Book – a 15.6” innovative laptop with 360-degree rotating touch screen that flips in an instant for use as a powerful laptop, a responsive tablet, or anything in between; Asus Transformer T200 – a 2-in-1 ultraportable laptop with 11.6” Tablet; and Asus Transformer Pad TF103 – a tablet with style, ensuring productivity on the go in Bengaluru yesterday.
     

    The company has plans to launch a campaign soon in India, but the details are still work in progress says a source at the company. A lot of the creative work is done in-house at Asus India as well as Asus in other geographies. Though the company does use some media buying agencies on a project basis, Asus India also buys media space directly.

     
    “We are ecstatic about introducing the all new additions to the much celebrated Transformer Series to India. India has been one of the key markets for the entire transformer series. It is our constant endeavour to effectively amalgamate our users’ needs with incredible experiences and deliver in the form of revolutionary hybrids, notebooks and tablets. Bringing these avant-garde devices is our step ahead in assisting the Indian masses to discover and have access to the unconceivable yet highly user friendly devices,” affirmed Asus India regional head – south Asia & country manager – system business group – Peter Chang.

     
    The products would be available in the market 14 November 2014 onwards, except for the Asus Transformer Book T200, which would be available from 1 December 2014.