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Tag: Duracell

  • Duracell launches new alkaline battery ‘Duracell Ultra’

    Duracell launches new alkaline battery ‘Duracell Ultra’

    MUMBAI: Duracell has introduced a new alkaline battery ‘Duracell Ultra’ that reportedly provides up to 100 per cent more power. As per the brand, the new superior battery responds to the growing popularity in power hungry devices.

    Duracell marketing director for Middle East and India David Abraham said, “At Duracell, we are passionate about using over 50 years of expertise in developing the very best portable power technology to ensure we are meeting the evolving demands of our consumers. As the popularity of power hungry gadgets that keep us connected, entertained and monitored increases in India, we want to ensure we are powering families with the very best, longest lasting battery. With Duracell Ultra, we are offering just that. Lasting up to 100% longer, families can rely on Duracell Ultra to power their favourite toys and devices with safe quality unstoppable power that they can trust.”

    New Duracell Ultra alkaline batteries are made of high-quality materials. Its canister is made of refined steel. Inside the interplay of its key ingredients such as zinc, manganese or graphite efficiently converts chemical energy into electrical energy. It’s much better and longer-lasting performance.

  • The arrival of the six-second TV spot, will India take to it?

    MUMBAI: For advertisers and brand managers, is this the shape of things to come?  Come 13 August 2017 and the US-based Fox Networks group is slated to launch a new concept in product promotion and TV commercial on live television: that of the six second spot, a first for the broadcast television industry.

    The spots are slated to be aired during the Teen Choice 2017 show between 8 to 10 pm (5:30 am to 7:30 am IST) on television as well as in on-demand streams. The first two brands to jump on to this new unit of advertising are Duracell and Mars.  Fox will simultaneously be running six second promos for its TV shows as well.

    While Mars will be running six second TVCs for  its Snickers and Twix brands during the Teen Choice Awards, Duracell will be pushing its batteries.

    The six second spot is another unit of pod of advertising that is being tested in television advertising but it owes its existence to Youtube which pioneered the format.

    Both  Mars and Duracell are excited because  youth today are preferring shorter ad lengths. The expectation is that channel zapping will go down during the ad breaks.

    The six-second spot will also offer them innovative ways of telling their stories and brand messages while helping them drive value in their media investments. Both are hoping that the new ad format could play a bigger role in their creative asset mix going forward.

    In India, the broadcasting, media and brand fraternity have been quite used to the three or five second tag-ons  for sponsor boards which come at the end of every programme segment  (or leading  into another segment) leading to a commercial break or coming into another segment. But, in most cases media agencies do not create special shorter format commercials specifically for the tag-on spots; they just clip the regular 10-30 second ad to three to five seconds and air it.

    Of course, the Indian advertising industry has experimented with long format commercials for a minute to three and a half minutes (remember Tata Sky’s Prison break commercial), but the regular unit has been between 10-40 seconds.

    Internationally, the longest ever commercial ran for  13 hours five minutes and 11 seconds  and promoted Arby’s Smokehouse Brisket sandwich. It was aired on a local TV network in Minnesota US from 24-25 May 2014. The commercial consisted largely of a single shot of a raw beef brisket being smoked over the course of 13 hours. At the conclusion of the smoking process, the cooked brisket was removed from the smoker, and a chef used the brisket to make a sandwich, according to the Guinness Book of World Records.

    We have no idea how many watched the Arby’s ultra long spot, but its quite likely viewers did dip in and out over the 13 hours plus to see if their favourite TV shows were back on the telly. Arby’s claimed that almost 350,000 people tuned in with an average viewing time of 38 minutes.

    And another commercial by Cycle and Carriage after sales service,Singapore ran on Youtube for 24 hours.

    So, will Indian advertisers and agencies also experiment with the six second spot? They have already been dabbling in branded native content and advertiser funded programmes on TV as well as special videos of varying duration for social media platforms.

    A few brands may take the six second tip and go for it. As well as some broadcasters. Especially those that target the youth – most of whom suffer from an attention deficit disorder and zap channels with determination during ad breaks.

    The benefits are many: for broadcasters more brands could be accommodated during the commercial breaks, probably getting the them higher sales revenues, as they will be in a position to put two spots in the place of one 15 seconder.  Of course it’s quite possible that audiences will stick to the channel and not run away. Which again could be  win-win for media agencies, broadcasters and brands.

    It’s now over to  India’s  brand custodians and advertisers to take a step forward.

    Also Read:

    Synergy between quality content & branding workable in digital space, feel industry experts

    Global digital platforms adapting locally for BARC’s EKAM

    Brands hop on to pre-IIFA events, Rahman & Sushant join in

     

  • Hero Cycles, Cycle Agarbatti and Duracell associate with ‘PK’ for effective marketing

    Hero Cycles, Cycle Agarbatti and Duracell associate with ‘PK’ for effective marketing

    MUMBAI: This decade saw a number of in-film product placements as it has become the most pursued marketing strategy to gain prominence with every potential blockbuster.

    Hero Cycles, Cycle Pure Agarbathies, and Duracell batteries have partnered with Rajkumar Hirani’s latest offering ‘PK’ in which these brands will be featured in a seamless manner. Go Fish Entertainment has been instrumental in getting these brands to associate with the movie.

    Hero Cycles co-chairman and MD Pankaj Munjal said,” We are excited to be associated with the movie ‘PK’ which is one of the most anticipated movies this year. In the movie, Anushka Sharma’s character uses bicycles from Hero Cycles’ Miss India Jade range. The range has been especially designed to complement the taste of the new age girl and goes well with the character of Anushka in the movie. We look forward to the movie’s upcoming success and hope that our new range of cycles is equally well-received by the customers.”

    Cycle Pure Agarbathies MD Arjun Ranga stated, “We take pride in being associated with the year’s most awaited chartbuster movie. With this partnership, we not only intend to build brand saliency, but also aim at connecting with the consumer at a more emotional and serious level”.

    He further added, “While brands foresee entertainment as a serious platform to communicate, brand and media managers have been conscious about advertising in multiple platforms and blockbuster movies are looked upon as one of the strong platform for brand recall and reinforcing consumer trust”.  

    Go Fish Entertainment with more than nine years in the industry has built a strong equity in this domain, which is its forte and has been successful in getting various brands recognition and strategic presence via relevant tie ups with films. Emphasising on how subtly these brands have been affiliated with the movie script, Go Fish Entertainment director Sajay Moolankodan said, “Brand integration with Bollywood has been evolving in its courtship. The crux of this affiliation lies in identifying the right opportunity for placement of products in the movie, taking care that the products are not blatantly placed. A lot of brainstorming and research work goes into making it a perfect fit between the brand and the film. While we figured out that the integration of a prominent incense brand will match a temple worship scene in the movie, Anushka’s character in the script also seemed to be apt forthe attributes of the Miss India Jade Range of Hero Cycles.”

    Producer and director, Rajkumar Hirani shared his thought about this association, “It is a pleasure to be associated with Hero cycles, Cycle Agarbathies and Duracell, as it was just the perfect fit for the scenes that we had envisaged in the film.  As a result, all parties have derived value from this association without compromising on the viewing experience of the audience.”