ITV

Tag: Campaign

  • Zee Cinema extends ‘Dopahar Zee Cinema Par’ campaign

    Zee Cinema extends ‘Dopahar Zee Cinema Par’ campaign

    MUMBAI: Zee Cinema, known for its captivating line-up of movies and consumer engagement, is set to give kids an extra week of vacation time by bringing back the annual flagship property – Dopahar Zee Cinema par!

     

    Starting 23 June up to 27 June, Zee Cinema will be airing exciting contests during the movie breaks. All kids have to do is stay tuned-in and watch their favourite movies. Amidst the five breaks between the movies, five questions will be asked in the form of fun and quirky riddles.

     

    Zeel Hindi Movie Channels VP head of programming Ruchir Tiwari stated, “Winning the ‘Best Day Time Programme Spot’ at the PromaxBDA Global awards has re-instated the innovative and engaging content mix of ‘Dopahar Zee Cinema Par’. Brining back our annual flagship property we at Zee Cinema, we believe in not only showcasing excellent content but also engaging and gratifying our viewers.  Through this campaign, we intend to give the children a chance to enjoy fun and entertaining movies before their schools start and also give them a chance to win exciting gifts.”

  • MSM launches multi-media marketing campaign to promote LIVSports.in

    MSM launches multi-media marketing campaign to promote LIVSports.in

    MUMBAI: Multi Screen Media (MSM) has launched an integrated marketing campaign for its newly launched digital sports entertainment brand – LIV Sports (www.LIVSports.in). The campaign aims at creating awareness about LIV Sports and positioning it as a premier action and entertainment packed digital sports entertainment destination, across youth-focused media and to highlight that the 2014 FIFA World Cup matches will be streamed on www.LIVSports.in.

    The campaign has been derived on the basis of a consumer behavior study that reveals that today’s screen agnostic youth are riveted to multiple screens and devices all the time.

    The marketing strategy is inspired by the well established truth that today’s youth, that is always glued to social media has acquired the personalised “Me, Myself and I” tag. Hence the campaign idea –‘I, Me and My LIVSports.in!’

    LIV Sports has rolled out a 60-seconder Graffiti based TVC that emphasises on the brand’s unique selling points. Conceptualised by Havas Worldwide, the ads are extension to the key concept – ‘I, Me and My LIVSports.in!’

    Sony Entertainment Network executive vice-president – new media, business development and digital/syndication Nitesh Kripalani said, “We have based our communications approach on several studies, that reflects that today’s tech savvy youth are always connected and spend most of their times on their smart phones, tablets and other screens, irrespective of where they are or whom they are with. Live sports is enjoyed together with friends, hence we have also included multiple engagements that will allow users to play/compete with their friends. We are excited about the campaign; the on-ground execution will target specific product features and enable maximum outreach.”

    The brand building campaign is currently running on the MSM Network channels and will be activated across multiple youth-focused media avenues including on-air, outdoor, radio, in-cinema advertising, digital marketing, social media and BTL activities.

    “The look and feel of the commercials has been specially crafted in a way that appeals to the youth, right from the graffiti art to the jingle,” added Kripalani.

    The campaign leverages LIV Sports key offering to its consumers – making available quality content that is mass inclusive and not designed to cater only to ardent sports fans. The digital destination will showcase live and video-on-demand sports content, rich and informative world-class sporting data and analytics in a fun, engaging and entertaining way through games like ‘Mohit Bana Messi – Jerseyfy Me’ and ‘Pehchaan Kaun.’

    Grey Digital has created the interface for the portal as well the accompanying mobile and tablet app.

    “Given that most of the youth today are obsessed with their smartphones and tablets, they have all acquired the ‘Me, Myself and I’ tag. We tapped into this with a simple premise – if you are going to spend that much time on your devices, there’s no better way to enjoy watching sports and entertainment than LIVSports.in.  It’s packed in so many unique features you’ll always want to spend time on it,” said Havas Worldwide executive creative director Vivek Rao explaining the creative strategy behind the campaign.

    “The graffiti art is a funky visual style to depict the various features and demonstrate what you could spend your time on,” he added.

    Havas Worldwide president- west and south Shavon Barua commented, “The campaign speaks to today’s ‘screenagers’; the screen agnostic youth of India who keep switching between multiple screens at ease. Since this is a launch campaign, our approach is to highlight the unique features of LIVSports.in in a creative style that the ‘screenagers’ will identify with. The premise of our story-telling expresses how LIV Sports brings the ‘screenager’s’ screen to life touching upon the aspects of engagement, personalisation and Sports-Entertainment!”

    The digital surround for LIVSports is handled by Grey Digital. “LIVSports.in is not meant for just avid sport buffs, but also those who look at sports as a means of entertainment. The fun engagements on the portal will pique their imagination. The campaign will be promoted through select display and sustained use of social channels,” concluded Grey Digital senior vice-president and head Sudhir Nair.

    Click here to watch the video

     

  • Sony SIX unveils ‘Live the Magic’

    Sony SIX unveils ‘Live the Magic’

    MUMBAI: The countdown to the world’s biggest sporting event – FIFA World Cup 2014 Brazil – has well and truly begun with official broadcaster of the tourney in India, Sony SIX, announcing its new marketing campaign christened ‘Live the Magic.’

    Actor-football enthusiast John Abraham has been roped in as the face of the campaign which draws upon the global obsession with the game.

    Ask Sony Six business head Prasana Krishnan about the idea behind the campaign and he says: “The World Cup is the largest event. When one thinks of Brazil, one gets the image of celebration, glamour and extravaganza. It is about the whole community coming together. From the viewership perspective, it brings non-football viewers and engages them with the entire community. In a single film, it captures all images of football.”

    ‘Live the Magic’ opens with Abraham donning a mask of Brazil’s sensational striker Neymar Jr. and stepping onto the street, where he is joined by other fan boys wearing assorted masks of Portugal’s Cristiano Ronaldo, Argentina’s Lionel Messi and France’s Ribery. The entourage gets larger as it snakes through the streets, replicating the feel of Brazil’s carnival parade. A riot of colours, the film captures the essence of Brazil through its beaches, narrow streets, colourful houses and music.

    On the choice of Abraham, Krishnan says, “John relates to flair and glamour. It is his versatility that syncs with our channel’s belief of making content inclusive and entertaining for everyone, deeming him the right fit for our campaign. He is also very knowledgeable about football.”

    The creative agency behind ‘Live the Magic’ is Havas Worldwide while it has been directed and filmed by Prashant Issar from Tubelight fims.

    Elaborating on the campaign, Havas Media executive creative director Vivek Rao says, “The paper mache masks bring a distinctive visual element that has all the carnival cues about it. By combining the two, we captured the essence of Brazil and the carnival feel that it would bring to the FIFA world Cup. All this is reflected with the energy, passion, music and crowd participation in the film, urging people to watch the magic unfold on Sony Six.” Interestingly, the scene where football is being played on the beach was shot at Aksa beach in Mumbai and the whole set-up of Brazil’s streets was also re-created within maximum city.

    Coming to the event itself, FIFA World Cup 2014 Brazil will kick off on 12 June and will have two stages, with the group stage featuring 32 nations battling it out from 12 June to 26 June. The knockout stage will start from 28 June and conclude with the FIFA World Cup Final match on 13 July. The matches will be telecast at 9:30 pm in India and the channel hopes to capture the primetime audience. For now, Sony Six is also looking at third party broadcasters. The channel will also roll out a 360 degree campaign across television, print, radio, digital, outdoor, on-ground, mobile, BTL and out-of-home. The entire campaign will last for three weeks and will begin from the last week of the Indian Premiere League. Out-of-home campaigns will be seen in at least 10 cities. TVC’s will be pan-India. The channel will soon announce the brands it has on board but Xolo is confirmed as of now.

    During the last World Cup, the viewership numbers were 65 million, but during this World Cup, Krishnan expects the number to touch 125 million in India, as trends show an increase in football viewership in India. This he says the channel will use to build a strong audience base.

  • Garnier Fructis ropes in bloggers for product testing

    Garnier Fructis ropes in bloggers for product testing

    MUMBAI: In order to reposition the brand perception Garnier Fructis has gone ahead to add an improved formula to its product. The brand recently conducted a blind use test activity to get feedback on the product.

     

    The campaign was executed through an on-ground and online activation in eight cities including Pune, Patna, Guwahati, Ludhiana, Lucknow, Jaipur, Coimbatore and Vijayawada.

     

    Garnier Fructis’ campaign targeted three different groups of consumers. An activity was conducted in colleges across the selected cities for students to participate in the blind use test. Students also had the opportunity to learn fun hair styles and hair care tips in addition to winning goodies.

     

    The next group that was selected for the blind use test comprised women from housing societies. These consumers who tried the shampoo and conditioner later were asked to visit an activity area in order to find out more about the brand.

     

    Taking the consumer test online, the brand reached out to over 50 top beauty and lifestyle bloggers across India. Bloggers received a package containing the ‘Love Long Hair’ shampoo and conditioner and were asked to try it for a period of two weeks. The brand name was revealed after two weeks and bloggers were surprised to understand that the brand was Garnier Fructis. With top names like Miss Malini, Ayushi Bangur and Ritu Rajput participating in this unique blind test, Garnier Fructis succeeded in converting top online influencers in the digital space.

     

    The social media campaign was executed by Foxymoron. When asked about the key learning from the campaign, FoxyMoron, co-founder & online strategist, Harshil Karia mentioned that bringing together a large set of bloggers was a challenge and needed a lot of logistics. He also said, “By conducting such an activity using digital influencers it added great advocacy to the whole campaign.”

  • ZooZoos as TV stars this IPL!

    ZooZoos as TV stars this IPL!

    MUMBAI: Those waiting with bated breath for the Indian Premiere League (IPL) have one more reason to hoot. The funny eggheads of the balloon bellies, gibberish and idiosyncratic ways will be back and how!

     

    Vodafone’s ZooZoos, which first appeared during IPL 2009, will take charge for the fifth time this season. This time round, they will be seen participating in television shows of different hues even as they peddle the mobile services provider’s value-added products.

     

    The latest campaign, also created by Ogilvy & Mather, comprises 10 TVCs depicting the ZooZoos in a creative and engaging manner; each promoting a unique Vodafone product/service.

     

    O&M national creative director Rajiv Rao, who, along with his team, started working on the creatives in March this year, said, “Television has become a part of popular culture so we thought of using it as the background. However, it is a challenge for the whole team to keep reinventing ZooZoos and whether we succeed in conveying the brand’s message through these films.”

     

    The first two TVCs releasing on 16 April revolve around two product propositions of Vodafone – Choose your Number and Chhota Credit – and feature a reality TV show and a quiz show, respectively.

     

    Will this result in a ZooZoo overkill? “The street hawkers started selling ZooZoo merchandises at least a month back. This is proof enough of how much people love these characters. On the digital front, the ZooZoos have millions of fans and since they come once a year, I think it’s quite the opposite of overdose,” said Rao.

     

    According to Vodafone India brand communications and insights senior vice president, Ronita Mitra, “Like every year, this year too, Vodafone India has planned a high decibel 360-degree campaign around IPL. The ZooZoos are back during IPL 2014 to communicate Vodafone’s differentiated customer experience that offers unique products and services to make the customer’s life simple and convenient.”

     

    Mitra added that apart from TV, Vodafone’s campaign during IPL 2014 would be supported by OOH, digital and other mediums.

  • Election tracker: Battling it, out-of-home

    Election tracker: Battling it, out-of-home

    MUMBAI: This general election may be the first among many, where media has been so extensively (and blatantly) used by political parties and their prime ministerial hopefuls.

     

    Far from fighting shy of marketing themselves, the main players – Congress and BJP – have spent nearly Rs 400 to Rs 500 crore each on publicity campaigns. An additional Rs 500 to Rs 1,000 crore will be spent on related activities such as banners, hoardings, organization of public meetings and transportation of key campaigners, among others. Not surprisingly, media agencies estimate around 2 to 2.5 per cent of overall advertisement spends this year to come from elections.

     

    One can switch a channel, turn a page or surf away, but hoardings are hard to ignore or even miss. And this is the reason why of the whole advertising budget, parties are spending approximately 10-15 per cent of the total budget i.e. close to Rs300-400 crore on OOH, if not less, as per industry sources.

     

    Possibly, with advertising rates on general entertainment channels (GECs) on television being prohibitive and posters having been banned in several cities of the country, outdoor remains the only viable option for election propaganda as it is cost-effective and has high reach as well. So you have hoardings of calling for a ‘Modi Sarkar’ or boating of ‘Bharat Nirman’ with NamO and RaGa staring down at you from the most non-descript locations in the country. What’s more, they have illumination for better visibility at night.

     

    With elections just round the corner, outdoor advertising has picked up significantly, mostly fuelled by political parties, which is quite unlike the usual scenario where outdoor advertising is more prominent during the second half of the year.

     

    Speaking of the growing appeal of OOH, Madison OOH Media Group CEO Arminio Ribeiro, says: “Given the flexibility of this medium in terms of narrow- and broad- casting and its localization and rapid awareness build-up benefits, outdoor has appealed to political parties to get their message across to the electorate through its multiple formats.”

     

    In order to get the best quality hoarding, tapping the most crowded route through buses or railway has certainly increased the competition. Everyone is trying to avail the benefit of this golden opportunity and those who have the diverse range of inventories are the main gainers.

     

    Sanjeev Gupta, managing director of Global Advertisers, which has been roped in for outdoor by both Congress and BJP, says, “With changing trends, political parties have also changed their approach and have become more professional. Therefore, our media plan included a mix of outdoor inventories to expand the reach of these campaigns and we expect to see more demand for outdoor in the coming months.”

     

    While Postercope Asia Pacific regional director, Haresh Nayak, says: “Tier II and Tier III markets have been the focus for the last year, continuing to grow this year as well, showing deep penetration in rural areas to create brand awareness.”

     

     Indeed, the FICCI-KPMG 2014 report finds that the OOH industry has grown by 5.5 per cent from CAGR (2007 to 2013), what with clients from real estate, telecom, media, auto, and now politics, driving it forward.

  • With 52 TVCs, DDB Mudra launches Big Bazaar’s biggest campaign

    With 52 TVCs, DDB Mudra launches Big Bazaar’s biggest campaign

    MUMBAI: Multiple creatives for a certain marketing initiative is nothing new today. Marketers come up with variants of advertising campaign to keep the target audience engaged, but the country’s largest hypermarket chain, Big Bazaar has launched its latest marketing campaign which will leave all others plain faced.

     

    Unlike the norm of doing a TVC which tries to establish the brand positioning and message thought through a single or a series of TVCs, the campaign from Big Bazaar will see 52 different TVCs which will go on to take one product every week from the hypermarket chain.

     

    DDB Mudra Group CEO and managing director Madhukar Kamath said, “It is an unique, never done before and a brave campaign which can only come from a leader like Big Bazaar. The brand has been at the forefront of innovation and leading change. This campaign redefines the step-change that Big Bazaar is making in its relationship with its current and prospective shoppers. It will further establish Big Bazaar as a company that sells products which enables and inspires every Indian to make their world look beautiful on the outside, as well as on the inside.”

     

    Each TVC is a light-hearted commentary on the changes that are happening in Indian society, and make for interesting stories of the role that products play in making people’s life more beautiful and enriching. These short stories also trigger positive social change like men lending a helping hand to household work, health consciousness, people becoming more stylish, society becoming more secular etc. This campaign strengthens the connection of Big Bazaar with its current customers, while appealing to new younger Indian consumers at the same time.

     

    DDB Mudra Group chairman & CCO Sonal Dabral said, “If it’s not engaging and insightful it’s not creative. That’s what we told ourselves when it came to the creative execution of these films. We looked at deep insights around each of the 52 products to come up with stories for each one of them. Our objective was to showcase the brand and its usage and yet convey the small change that the product has brought into the lives of new Indians through nuanced and closely observed insights. In terms of tonality, we have kept it real because that’s the voice of Big Bazaar.  These are not ad films they are closely observed 52 sparkling stories of the small changes Big Bazaar and its products are bringing to everyday India.”

     

    The campaign will be backed by OOH, radio and in-store visual merchandising.

  • MEC and Britannia Good Day Wish ‘Happy Good Day To You’

    MEC and Britannia Good Day Wish ‘Happy Good Day To You’

    MUMBAI: MEC, a leading global media agency and a founding partner of GroupM, has designed and implemented an engaging digital campaign for Britannia Good Day biscuits. The campaign titled HappyGoodDayToYou isaimed at bringing a smile through small actions without a rhyme or reason.

     
    “Happy Good Day to you” is a new wishing revolution which invites users to simply send daily greetings to their loved ones. Britannia Good Day believes that small acts are all that it takes to make someone happy. The team strategized the digital campaignthat will bring a smile upon a loved one’s face knowing that someone somewhere is thinking of you. The campaign has a dedicated website with thematic messages to express different emotions and feelings of Friendship, Love and Humor. Since the activation started in December, special greetings for Christmas/New Year were also incorporated. The site also allows the user to personalize their greeting, customize the message and add images which will let their loved ones have a Happy Good Day.

     
    The campaign has been linked to Facebook, which keeps the audience updated on the campaign developments. Through the page, the audience is made aware of the contest winners, traffic generated to the microsite, update on entries and interesting contest pictures.

    The website has many interesting features incorporated into it. The first one being The Wish Meter. It is like a tracker, which tracks the number of wishes sent by each city and the top eight cities are mentioned on this Meter. Another interesting and fun feature on the website is the “What’s Your Good Day Moment?” It urges viewers to share their delightfulmoments and let the happiness spreadon to all others viewing the website. All the user has to do is upload happy pictures and make the world smile 🙂

    MEC, known for its specialization in providing genuine integrated solutions to its clients has reached out successfully to Britannia Good Day’s audience by using appropriate platforms to convey the message – ‘Small acts is all that it takes to make someone happy.’ According to The Wish Meter, there have been over 1 lakh wishes already sent.

     
    Giving details on the campaign ZubinTatna, National Director Planning, MEC India said “MEC is delighted to partner with such a reputed brand that has been there for more than 25 years. The brief given to us by Britannia Good Day was to popularize the greeting “Happy Good Day to You”. The team at MEC was successful in capturing this message through this campaign. Making someone happy, can be as simple as sending a greeting or a pleasantry across. We are glad that the campaign has been appreciated and has received great response from the target audience. We are certain that through this initiative, we have helped Britannia Good Day attract more visibility across the country.”

    Sharing her views on the campaign, AnuradhaNarasimhan , Director – Marketing, Britannia Industries Limitedsaid “The new campaign of Good Day is all about having a good day, every day. And this thought is captured beautifully in the wish “Happy good day to you”. Our objective with the digital campaign was to take this wish to everyone and get people to start using it in common parlance. MEC helped us do just that by devising a comprehensive digital strategy to get India to start wishing each other “Happy Good Day to you”. Through our website, www.happygooddaytoyou.com, we have been able to get over 1.75lac consumers from the length and breadth of the country to spread the happiness with a simple “Happy Good Day to you” wish. Because the brand believes that’s all it takes to make someone’s day a good day. Happy to partner with MEC in bringing happiness to our consumers”

     
    Contest closes on 31st January, 2014
    For more details log on to http://www.happygooddaytoyou.com

     

  • INC’s revamped website is all about Rahul Gandhi

    INC’s revamped website is all about Rahul Gandhi

    MUMBAI: Soon after Prime Minister Manmohan Singh’s announcement that he isn’t in the race for the 2014 Lok Sabha election, the Congress party seems to be going for an overhaul. Reportedly, the national party has brought on board Dentsu India, the Japanese advertising and public relations company (along with JWT) that will be working on a massive campaign around the party’s vice-president Rahul Gandhi.

     

    However, Dentsu isn’t talking about the association as of yet. “No comments on Congress,” is what Dentsu India executive chairman Rohit Ohri who is holidaying in Koh Samui, Thailand said.

     

    But the idea is to build up the image of Gandhi before the election. And it seems the process has already begun. The homepage of the website of Indian National Congress shows Rahul Gandhi in the most positive light. The side panel on the website has stories just of Rahul Gandhi addressing people at different times. All his speeches that have made news till now also feature in the panel.

     

    Few of the highlights are: “An India In Which No One Is A Minority: Rahul Gandhi”; a video of Rahul Gandhi talking to the media in Delhi about combating corruption and tackling inflation; and also a report published in The Telegraph that talks about Rahul Gandhi already taking over the charge of the Indian National Congress. It says, “The new website the Congress launched a few days ago reflects the changes in the party, both in its content and approach, and provides evidence of Rahul Gandhi’s supremacy despite Sonia Gandhi still heading the hierarchy.”

     

    Besides, the Gandhi scion is the most highlighted person on the site’s homepage. The mention of everyone else who have contributed to the development of the Party is in different sections of the site.

     

    So, is it a beginning of announcing him as a PM candidate?

  • DDB Mudra’s campaign for UBI lets the common man dream

    DDB Mudra’s campaign for UBI lets the common man dream

    MUMBAI: With exciting offers, flexible interest rates and additional returns in form of freebies or points, the private banks are giving public sector banks (PSU) banks in the country a run for their money. But Union Bank of India (UBI) has launched a new campaign to let everyone know that Union Bank of India’s products and services are not only at par with private banks but also surpasses them in many ways.

    The campaign conceptualised by DDB Mudra borrows stories from real life. Stories about a common man’s aspirations, dreams and the hurdles faced in order to achieve them as the bank’s baseline is “your dreams are not yours alone”.

    In its last campaign, the bank brought on board the most dependable partners of renowned celebrities to bring alive the brand promise – Ajit Tendulkar, Aruna Anand, etc. Keeping with the tradition, this time it features actor Pankaj Kapoor.

    DDB Mudra Group chairman and CCO Sonal Dabral said, “Union Bank of India always puts people first. It is this thinking that gave birth to the now famous platform of ‘Your dreams are not yours alone’. DDB Mudra Group has already created two very successful brand campaigns on this platform and in this third installment, the line gets a product spin. In keeping with their vision, Union Bank has come out with many innovative offerings that put the consumer at the forefront, with technology becoming an enabler making life more convenient and relationships richer. We decided that the best way to communicate this was through simple human stories that could be happening everyday in any Indian household. All seen through the eyes of the same family. The biggest triumph of this campaign is the very real tonality and its perfect casting with Pankaj Kapoor lighting up the screen as the head of this ordinary Indian family. We are very excited with this latest campaign for Union Bank of India and I’m sure people will love these films as much as we do. Like our earlier campaigns for this brand, this too is less advertising more life.”

    The five-film campaign (out of which three will be out in January 2014), revolves around five members of a family, their dreams and the role played by UBI to turn them into reality.

    The agency’s group creative directors Aman Mannan and Ashish Phatak said, “The simple observation in life that kick-started the entire process was to acknowledge, that unlike west, our dreams do not feed on individual aspirations but collective energy of every family member. For example, to have your own home is a dream not owned by an individual but an entire family. The entire campaign is based on this simple understanding. We wanted people to believe that Union Bank of India is part of their everyday life. And hence, all the five stories revolve around ‘shared Indian dreams’ and the role played by Union Bank’s products and services to make them come true.”