ITV

Tag: Digital

  • Zee Khana Khazana rolls out its first campaign ‘Kal kya banaoon?’

    MUMBAI: Zee Khana Khazana is launching its new ad campaign aiming to reinforce its positioning through its tagline ‘Ab Khana Sawal Nahi, Lajawab Hai!’

    Titled ‘Kal kya banaoon?’ the thought behind the TVC captures the mindset of every housewife, which is full of questions when it comes to making the everyday meal. The TVC shows a day in the life of a housewife who battles with the question ‘kal kya Banaoon’ all day, without getting an answer from anyone. Finally, she finds the answer in her own living room, with Zee Khana Khazana.

    Mansi Parekh will be seen as portraying the role of the worried Indian housewife, with ‘kal kya banaoon’ thought always on her mind.

    In the first phase the TVC will be available on DTH platforms, Digital and Social media and across Zee network channels. The ad film has been created by Scarecrow Communications.

    Zee Khana Khazana business head Amit Nair told Indiantelevision.com that the channel plans to continue to spend about 20 per cent of its marketing budget on digital media. “Brand activations, TV and Digital are the key mediums we will rely on. As it’s a niche channel with a focused target audience, the concentration is more on women specific radio time bands and integrations, digital advertising on women specific portals, concentration on social media and onground activations in a big way.”

    The ad will also travel to Multiplexes and other networks in the second phase. Zee Khana Khazana is currently available at Rs 30 per month on Dish TV, Videocon D2h and on digital cable. It will soon be available on other DTH platforms, the company said.

    On digital, the channel had done brand campaigns on the top ad networks and Google, YouTube.

    Talking about BTL activities Nair said, “We just concluded the four city BTL activity called Super cook that had a grand finale at Inorbit Malad on the 29 March. Through this activity winners in the four cities will get a chance to come onto our show ‘Ab Har Koi Chef’ and cook with our super chef ‘Chef Jolly Singh’. We are also planning to concentrate a lot on BTL activations like contest and workshops in malls, special workshop for women in societies, tie ups with different events conducted by parallel brands etc in the future.”

    The ads will be running the TVC across the network on all national channels excluding regional ones. The channel will also air the TVC on the HD channel of Zee and Zee Cinema.

    The TVC is directed by Radhakrishna Jagarlamudi. Meanwhile, it is produced by Satish Fenn of Ever After.

  • Bigflix.com pockets Viacom18’s film catalogue

    Bigflix.com pockets Viacom18’s film catalogue

    MUMBAI: Over the top service provider Reliance Entertainment Digital’s BigFlix announced today that it has added to its catalogue of films for viewing online. The move on demand service said it has acquired internet rights to stream 55 films from Viacom18 Motion Pictures through Indiacast Media Distribution (a TV18 and Viacom18 JV).

    “Our new acquisitions include some of Viacom18 Motion Pictures top grossing releases like Jab We Met, Singh Is King and Golmaal3 ,and some which are scheduled to be released in the next 12-15 months,” says BigFlix Business Head Shreyash Sigtia.

    BigFlix has a catalogue of around 2000 titles in which Bollywood comprises of 600 titles while there are around 200 Hollywood titles. The remaining 1200 movies are regional with Tamil, Telugu and Malayalam having the major numbers. Sigtia refused to comment on latest consumption statistics on Bigflix.com. But according to its website, it has 20,000 plus active subscribers, and more than a million visitors have been served so far. According to Alexa.com users are spending an average of about 3 minutes on Bigflix.com daily.

    BigFlix allows users to watch unlimited movies online for Rs 249 per month. The user can watch 10 minutes of a movie free of cost, after which a subscription has to be purchased.

    Talking about how the deal will help BigFlix Sigtia said, “It will help us in bringing fresh titles like Oh My God, Special 26, Aiyaa and Inkaar and also movies that have higher repeat value therefore helping in increasing consumption. We expect our subscriber base to double with this acquisition.”

    BigFlix aims to have a secured screening, and claims that the content is protected on DRM. “Users can’t rip of any movie from the site and this helps us monetise more effectively,” Sigtia added.

    IndiaCast group chief executive officer Anuj Gandhi said, “There is a growing base of movie viewership on digital as more and more people are tuning in to watch films online. This association between IndiaCast and BigFlix acts as a value addition for both parties. In Bigflix, we have found the right partner that not only has a huge base of film enthusiasts but also operates in a secured, controlled and authorized environment.”

  • Big Thrill expands into Mumbai and Delhi with new carriage deals

    Big Thrill expands into Mumbai and Delhi with new carriage deals

    MUMBAI: Big RTL Thrill, the action entertainment channel targeted at male audiences, has launched on digital distribution platforms in Mumbai and Delhi.

    In Mumbai and Delhi, the channel has signed deals with In Digital, Hathway, Digicable, 7 Star, JPR Spacevision, ABS, Siti Cable, Home Cable and Star Broadband enabling it to expand its coverage to reach out to over 6.5 million households across both cities.

    This move is in line with its business plan of reaching out to audiences across one million+ towns in the Hindi-speaking markets (HSMs) in a phased manner, Reliance Broadcast Network Limited (RBNL) said.

    Big RTL Thrill is already available on Reliance Digital TV and other local platforms in Uttar Pradesh including Den, Digicable, Siti Cable, InCable, Siti Cable, Moon Cable and Sea TV.

    The joint venture channel between Reliance Broadcast Network and Europe‘s RTL Group that goes with the tag line Action ka Baap showcases the best internationally acquired content dubbed in Hindi.

    Targeted at male audiences (15-44 years), Big RTL Thrill promises to offer edge of the seat entertainment with content that ranges reality shows, action series, wrestling, extreme sports, game shows and action movies.

    RBNL CEO Tarun Katial said, “Big RTL Thrill has performed excellently in the regional market of Uttar Pradesh, consistently delivering strong numbers. The Channel, with its distinctive international dubbed content has already outperformed other regional male targeted channels and now makes its entry into the metros of Mumbai and Delhi.”

    The channel is positioned to create a new genre of entertainment for male audiences across the Hindi speaking markets.

    Until now, male skewed entertainment has been sporadically available across channels but there is no channel that caters exclusively and comprehensively to male audiences and their entertainment needs.

  • Mindshare introduces content marketing, strategic partnerships practice

    MUMBAI: Mindshare, a WPP strategic planning and media investment agency, has announced the establishment of a newly formed Content Marketing and Strategic Partnerships practice.

    This is Mindshare‘s most recent response to increasing client demand for a unifying content strategy across all forms and formats – paid, owned and earned. In 2005, Mindshare launched Mindshare Entertainment (MSE).

    MindShare MD- communications planning Stacy Minero has been promoted to lead this initiative for Mindshare.

    Minero will be responsible for driving a more strategic and systematic approach to content marketing from advanced planning to development, discovery, and distribution.

    Drawing from a suite of proprietary tools designed to inform strategies and evaluate opportunities, she aims to infuse more insights and analytics into content marketing.

    Minero will report to Mindshare Communications Strategy practice head Tim Elton.

    Mindshare North America CEO Antony Young said, “Technology is driving consumers to access their entertainment and information across multiple emerging channels, devices and platforms. Our clients are recognising that marketing messaging has to go beyond traditional advertising formats such as, 30 second TV ads if they are to engage consumers and communicate more persuasively. We see a major opportunity to develop content marketing strategies early in the brand communications planning process that captures wider content formats and build these into a wider brand communications effort.”

    “Stacy‘s demonstrated expertise in creating this link between brands and the often unarticulated needs and desires of their audiences. She also has exceptional digital acumen that can turn content strategies into actionable ideas and partnerships,” Young added.

    As Practice Lead, Minero will leverage a team across Mindshare‘s entertainment, digital and broadcast groups. They will also look to actively partner with external and independent technology, entertainment and content companies seeking to work with brands.

    Minero said, “Everything starts with consumer insights and a deep understanding of mindset and motivation. To create human connections, we need to understand what compels people and link those insights to content ideas that transcend traditional advertising.”

  • eBay launches high voltage ‘Want it. Get it’ brand campaign in India

    MUMBAI: eBay India, a leading eCommerce marketplace, has unveiled its latest integrated marketing campaign under the theme ‘Want it. Get it’.

    The new campaign reinforces the Smart Shopper positioning adopted by brand eBay by portraying conversions of traditional offline shoppers into savvy online shoppers.

    eBay India’s new campaign is targeted at value-driven consumers in the age bracket of 18 – 40 years and emphasises online shopping as a smarter way to shop, backed by the fundamental promise of 100 per cent satisfaction through eBay Guarantee.

    The campaign is designed to encourage consumers to check deals on eBay India before they shop elsewhere.

    The new February campaign highlights eBay India as the destination for the widest range of brand new every-day use products, with the best deals across product categories such as apparel, accessories, fashion, personal care, gadgets, technology products, fitness, health-care among many others.

    Conceptualised in an everyday conversational format, the TVC is designed to appeal to audiences with its tongue-in-cheek style. The campaign highlights casual situations between young couples in which the protagonists evangelise advantages of online shopping to their partner by showcasing best deals on eBay India backed by eBay Guarantee.

    The TVC is being created in six languages – English, Hindi, Malayalam, Tamil, Telugu and Kannada to cater to multiple regional demographics while having a national appeal.

    eBay India Country Manager Muralikrishnan B says, “Online shopping in India is a mainstream phenomenon with savvy online shoppers logging online for convenience, variety & deals. Our new campaign is in conjunction with our theme ‘Want it. Get it’ which plays to eBay’s core strength of unmatched deals & wide variety across categories, giving consumers a completely secure & satisfaction-guaranteed experience.”

    Scheduled for a high-voltage, nationwide launch, the campaign has been developed by Law & Kenneth. The campaign will roll out nationally, with a combination of TV, Radio, digital & social mediums to drive awareness and encourage Indians to look for fantastic deals with unmatched variety while shopping on eBay India.

    Law & Kenneth West & South Chief Creative Officer Rahul Nangia said, “These are simple stories about people & their shopping behavior, told using couples & the different dynamics between them.”

  • Contract Advertising creates CNBC-TV8’s new campaign

    MUMBAI: Business news channel CNBC-TV18 has launched a new brand campaign titled ‘Hello Dreamers‘ that has been conceptualised and created by Contract Advertising.

    The 360 degree campaign will be launched in five markets – Mumbai, New Delhi, Bangalore, Kolkata and Ahmedabad, across television, print, OOH, digital, social media and radio.

    According to the channel, the objective of the campaign is two-fold. Firstly, to reiterate the channel‘s relevance with existing constituencies of viewers and secondly, to establish relevance with new audiences as a brand that assists them in realising their ambitions.

    Contract Advertising chairman and chief creative officer Ravi Deshpande said, “CNBC TV 18 has been the clear leader by far in the business news channel segment and has given a consistent leadership performance for the past 13 years. We needed to speak from this strong leadership position. We believe that the Hello Dreamers campaign delivers on this by engaging with a whole new generation of corporate leaders, businessmen and investors.”

    “‘Hello Dreamers‘ is a clarion call by CNBC-TV18. It aspires to be an inspiration to anyone with a business dream. It is an invitation to rise above the gloomy realities of the daily environment. It sees a world in which positive, proactive thinking can indeed make dreams come true,” Deshpande added.

    The TV ad vividly captures all the agony of having a dream and then the joy of making it happen. Meanwhile, the print ads and hoardings together position CNBC-TV18 as inspiration to anyone with a big dream.

  • Sennheiser India awards social media, digital biz to Blogworks

    MUMBAI: Sennheiser Electronics India, a subsidiary of German audio company Sennheiser GmbH, has appointed social media consulting firm Blogworks to handle its social and digital media marketing strategy and engagement.

    Sennheiser managing director Gunjan Srivastava said, “The digital medium will drive our communication and engagement strategy, and in Blogworks we have found a partner who understands the intricacies of this medium, consumer behaviour around the category to deliver our brand promise effectively.”

    Blogworks CEO Rajesh Lalwani said, “We will be using social media and the digital medium to bring alive the Sennheiser promise of ‘Better Sound = Better Emotions‘ through a surround-sound impact as generated by the coming together of all stakeholders, including consumers, experts, performers.”

  • IAA gets Colors as presenting sponsor for IAA Leadership Awards

    MUMBAI: The International Advertising Association’s (IAA) India chapter has roped in Colors as the presenting sponsor for the first IAA Leadership Awards. The award is scheduled to be held in Mumbai on 2 February. It will recognise and honor “outstanding” individuals in the fields of Marketing, Advertising and Media.

    Colors CEO Raj Nayak said, “As an organisation we have always supported industry initiatives. Recently we sponsored the The Advertising Club‘s Effies. This is yet another step in that direction. This is the first time when marketing professionals (Clients) advertising professionals from both disciplines (creative and media) and professionals from media ( Print TV, Radio, Digital) will come under one roof to honor excellence across all the three and we are happy and excited to be a part of this initiative by the IAA”.

    IAA president Srinivasan Swamy said, “The IAA Leadership Awards salutes the brilliance of top professionals whose contribution makes our industry what it is. Colors is one the fastest growing and a respectable Media brand and we are grateful and happy they have come forward to support this initiative.”

    “The Awards night promises to be a memorable one with top entertainment and celebrations. I am also very grateful to the Honourable Minister for Information & Broadcasting Shri Manish Tiwari for agreeing to come and be our chief guest for the awards night,” Swamy added.

  • Eight sponsors on board for Star’s Nach Baliye

    MUMBAI: Star Plus has roped in eight sponsors for its celebrity dance reality show ‘Nach Baliye‘ which is all set to launch on 29 December at 9 pm.

    The fifth season of the show will be presented by Vaseline while the powered by sponsor on board is LR Active Oil.

    The channel has signed six associate sponsors so far which are – Nivea, Vasan Eyecare, Flying Machine, Bingo, Ferrero and Fair & Lovely for Men.

    Star India president ad sales Kevin Vaz told Indiantelevision.com that the channel will sign on a total of nine associate sponsors for

    the show.

    “20-30 per cent of our inventories will be consumed by spot buys while all other will be utilised by the sponsors,” Vaz added.

    Star Plus has launched a nationwide campaign to promote the show which is returning after three years. However, Delhi, UP, Gujarat and Maharashtra (including Mumbai) will get special focus in marketing activities. There will be disruptions across all mediums including radio, outdoor, TV and digital, claims Star Plus VP marketing Nikhil Madhok.

    The channel is promoting the show aggressively across the Star Network and about 25 other channels outside its network. It is going gung-ho on the digital medium to promote Nach Baliye-5.

    According to Star Plus VP marketing Nikhil Madhok, this time one lucky couple will get a chance to actually participate on the show and compete with the celebrity ‘jodis‘. The only way to participate is digitally – to upload a short dancing clip of the couple onto Star Plus‘ site. “We will then invite our fans to vote for their favorite Jodi by ‘liking‘ their clip. Based on a combination of likes received and points awarded by our judges, one lucky couple will get to participate in Nach Baliye. It‘s a great way of driving viewer engagement with the show using digital,” Madhok explained.

    It will also launch a ‘Nach Baliye‘ mobile game through which people can chose their favorite jodis and earn points basis how the jodis perform on the show. People who accumulate the maximum points through the series will be given prizes. “We also have a really fun facebook app where you can get a friend of yours to dance with a Baliye of choice,” Madhok said.

    Meanwhile, all the jodis and judges of Nach Baliye will be present constantly on twitter and Facebook interacting with their fans, besides chatting live frequently.

    As a part of below-the-line activities, there will be mini Nach Baliye events on the ground, where people can participate and the channel will shoot their videos and upload them onto its site for a chance to participate on the show. “The idea is to not only engage with the audience but also facilitate their chance to participate on the show. This activity will happen across 10 cities in the country,” Madhok added.

    Also Read:

    Star Plus readies return of Nach Baliye after 3 years

  • Wunderman acquires majority stake in Mayko Trading

    MUMBAI: WPP‘s global digital and relationship marketing network Wunderman has acquired a majority stake in Sydney-based digital marketing and analytics consultancy Mayko Trading Pty Ltd.

    Mayko Trading was founded in 2005 and has over the past seven years developed expertise in designing and optimising customer experience and engagement with digital platforms. The company employs around 24 people and clients include Suncorp, Colonial First State Global Asset Management, Dan Murphy‘s, Bell Direct, Frontline Systems, Flordis, Engineers Australia and the Federal and State Governments.

    WPP said in a statement, “This investment reflects the Group‘s commitment to grow its digital capabilities and to support this growth with a strong independent technology capability.”

    In 2011, WPP‘s digital revenues were approximately 30 per cent of its total global revenues of more than $16 billion. WPP has set a target of 35-40 per cent of revenue to be derived from digital in the next five to 10 years.