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  • Sharon in Linda Lovelace biopic

    Sharon in Linda Lovelace biopic

    MUMBAI: Basic Instinct fame Sharon Stone is all set to appear in the upcoming biopic Inferno: a Linda Lovelace Story. The 53-year-old actress will play the mother of Lovelace (played by Malin Akerman) in the film.

    The film, based on the life of Linda Lovelace and directed by Matthew Wilder, follows the life of the adult film legend who starred the in 1972 film Deep Throat.

    The film is based on the novel Ordeal: An Autobiography by Linda Lovelace with Mike McGrady.

    Stone has also announced that she will be running a Facebook page for the returning military troops. “It‘s very important that people know that their country is behind them. With all of this negative chatter in the governmental races, we need to have our actual country say what they feel in loving, really vocal terms,” she averred.

    Stone will next work on The Mule, a film about an American reporter searching for her missing brother against the backdrop of the US and Mexican border turmoil. 

  • Advertising demonstrates resilience in tough economy in the US: Strata

    Advertising demonstrates resilience in tough economy in the US: Strata

    MUMBAI: Advertising showed its resiliency this quarter by achieving solid gains consistent with spending trends from third quarter 2010, according to a new Strata quarterly survey of ad agencies.


    However, client attraction and decreasing budgets remain the chief challenges affecting overall agency growth.


    The survey also noted a possible shift for the top advertising channel, with Digital and Spot (Local) TV now only separated by a margin of 1 per cent.


    Strata, which claims to be the system of choice for over 900 agencies and roughly half of ad agencies in the US, found that 52 per cent of respondents noted that their business is increasing compared to the same time last year (only 16.5 per cent saw a decrease in business, down 30.52 per cent from a year ago).
     
    Job growth also made a steady upswing this quarter, with 24.52 per cent of agencies surveyed noting they will hire before the end of the year (up eight 52 per cent since last year).


    When listing their biggest business challenges, attracting new
    business remains tops for agency respondents (38.52 per cent) followed closely by client spending (22.52 per cent). In fact, most feel that their business won‘t return to a strong growth period until after 2012.


    If market volatility continues, Print and Local TV would be the media most hit by ad spending cuts (Print 52 52 per cent and Local TV 24 52 per cent). The auto industry (30%) and entertainment industry (21 52 per cent) are the two top industries that agencies say are asking to cut advertising.


    The Strata survey suggests its now a tight race for the top
    advertising avenues. Local TV remains the medium of choice (35 52 per cent), though it is just barely beating out Digital (34 52 per cent), which is up 43.52 per cent since last quarter. Taking a closer look, 85 per cent say clients are focusing on Digital more than last year.


    Local cable noticed a bump as 31 per cent say they are more focused on it than they were last year (up 13 52 per cent over last year). Radio had a downturn as 37.52 per cent say that they are less focussed on it as they were a year ago. Network TV noticed an uptick with 12.52 per cent saying they are more focused on Network TV than they were a year ago (up 86.52 per cent since third quarter 2010).


    Social and mobile are helping digital challenge traditional advertising, according to Strata‘s third quarter survey. In fact, 89.52 per cent of respondents indicated that they would use Facebook in their campaigns (up 10.52 per cent from last quarter). For the first time, YouTube (39%) is the number two most desirable social medium for campaign, surpassing Twitter (37%).


    Google+ is still on the outside looking in with only 14.52 per cent planning to use it this quarter (down 47% since last quarter). LinkedIn was a strong fourth at 22 52 per cent. Mobile advertising sees the iPhone as the convincing leader with 78 52 per cent of respondents noting it is the device their clients are most interested in advertising on (down 10 52 per cent since last quarter).


    Android is closing the gap at 54.52 per cent (up seven 52 per cent since one year ago). The iPad remains strong at 46.52 per cent (up 85.52 per cent since last year). With Amazon and Apple continuing to focus on content for tablets, 69.52 per cent say that focus will make this medium more attractive to advertisers.


    Strata CEO, president John Shelton said, “If one looks for another sign of a nominally growing economy, one should look to the advertising industry right now. Attracting new business is still a challenge for agencies, but, and it‘s a key point to emphasise, client retention is stabilizing, and market volatility is not immediately effecting long-term goals and campaigns. As we‘ve seen throughout the year, the Strata survey is a good indicator of advertising growth and definitely highlighted third quarter challenges such as client attraction. But with the holidays right around the corner, it will be interesting to see if the industry can leverage short-term boosts to create long-term optimism.”


    Other key findings of the Strata survey:


    20 per cent of respondents say that they anticipate having a greater spend on Digital than Traditional within 1-3 years.


    36 per cent say that they will never have a greater spend on Digital than Traditional.


    Facebook‘s Open Graph launch did create some buzz, but agencies aren‘t quite sure yet with 64 per cent saying it is too early to tell if it will help stabilize social media advertising.


    Agencies question whether their clients see the value in Digital. In the survey only 56 per cent say their clients understand the value in Digital with 44 per cent saying that they don‘t see the value.


    29 per cent say that clients are more focussed on Local TV than they were last year.

  • UK riots make Levi’s postpone ad launch

    UK riots make Levi’s postpone ad launch

    MUMBAI: Levi‘s has temporarily postponed the launch of its first ever global campaign in the UK, saying that the visuals of the ad bizarrely resemble the images of current unrest in the country.


    The company said that the ad featured ‘risky‘ scenes of rioting and, hence, not appropriate to launch in Britain in the current point in time.


    Entitled ‘Levi‘s Legacy‘, the video was released on social networking site Facebook yesterday morning. But since then Levi‘s has decided against airing the ad on TV or in cinemas in the UK.


    The ad was shot during May Day in Berlin, and the crowd scenes are uncomfortably similar to rioting currently going on in the country.


    The American agency, Wieden & Kennedy, handled creative for the campaign, which also includes digital, print, outdoor and in-store media.

  • Nielsen to kick-off online campaign ratings service on 15 August

    Nielsen to kick-off online campaign ratings service on 15 August

    MUMBAI: The Nielsen Company, well-known for its television ratings services, is launching a new service to help online advertisers achieve better visibility over their Internet-based promotional campaigns.


    The Nielsen Online Campaign Ratings service will be rolled out on 15 August.


    The new ratings service will look beyond traditional online tools such as click-through and impressions and will focus on measuring the efficacy of a campaign with gross rating points, which combine the reach of an ad and the frequency with which users see it.


    With the new system in place, advertisers will be able to measure the combined reach of their TV, Web and mobile marketing initiatives.


    The company said that the new system will facilitate greater accuracy than traditional online metrics that are often manipulated with.


    With over 160 million U.S. users, Facebook has become an online advertising behemoth. The social network‘s ad revenues will continue its upward movement, if the company can demonstrate its ability to match with other advertising media.

  • Facebook, Time Warner expand bullying prevention campaign

    Facebook, Time Warner expand bullying prevention campaign

    MUMBAI: Online social network Facebook and US media conglomerate Time Warner are bringing together and expanding their individual efforts against bullying to launch a wide-ranging, major cross-platform partnership initiative called Stop Bullying: Speak Up.

    The multi-media campaign, named after the original anti-bullying initiative by Time Warner‘s Cartoon Network, will integrate broadcast, print, online and social media to ignite a conversation to educate parents, teachers and youth about the actions that will help protect young people from the impact of bullying.

    This partnership is the latest in a line of initiatives from both Facebook and Time Warner Inc. to prevent bullying. Earlier this year, Facebook unveiled its newly designed Family Safety Center and a ‘Social Report Tool,‘ which enables people to report bullying or harassment to parents, teachers or trusted friends.

    CNN, Cartoon Network and Time combined their on-going efforts and resources last year for a national multi-platform campaign, which included the CNN program, Bullying: No Escape; an AC 360 Special Report with People and Cartoon Network, hosted by Anderson Cooper.
     
    Time Warner chairman and CEO Jeff Bewkes said, “For the past two years, we‘ve been working closely with Facebook to expand the bullying prevention campaign that was started by our own Cartoon Network, and includes several of our other leading brands. In partnering with Facebook for the next phase of our effort, we will now be able to communicate this important message to an even broader audience. I‘m confident that through our multiplatform approach and combined resources we can inspire even more people to take action against bullying.”

    Facebook COO Sheryl Sandberg said, “We care deeply about the safety of our nation‘s children and are proud to be partnering with Time Warner to raise awareness of bullying. We believe that by working together with parents and teachers, we can teach young people to speak up and stop bullying.”

    The announcement comes after the recent White House Convention on Bullying Prevention, which was attended by policymakers and representatives from the media industry, nonprofit and education communities.

    As part of the initiative, Facebook and Time Warner Inc. will leverage the reach, depth and social connections of each of their properties.

    The campaign will now include:

    CNN‘s Anderson Cooper 360° Town Hall – Anderson Cooper will host a second town hall-in partnership with Time Warner and Facebook-dedicated to discussing the current bullying issues confronting kids today as well as discussions with certified experts to teach adults on coping with this epidemic.

    The special hour is scheduled to air on CNN in October as part of Bullying Prevention Month, with additional pieces and reports leading up to it.

    Facebook‘s Social Media Pledge- An interactive Stop Bullying: Speak Up Social Pledge App that will enable educators, parents, and kids to make a personal commitment-and recruit others to join them-to help stop bullying. The App is scheduled to launch in time for the Fall 2011 back-to-school season.
     

  • Costa Coffee to promote ‘I am’

    Costa Coffee to promote ‘I am’

    BANGALORE: Costa Coffee India (Costa) has started promoting the Bolllywood film ‘I am’ in some of the 75 of its select outlets in India. The movie will be released on April 29. A part of the film’s crew – director Onir, actors Juhi Chawla and Sanjay Suri launched Costa’s ‘Ice Cold Costa’ range of 21 beverages to beat the summer heat.

    Onir’s directorial ventures includes the film ‘My brother Nikhil’.

    The coffee chain plans to double its outlets this year in India revealed company sources, as also to up the number in Bangalore from 15 to 30.

    Industry sources say that no money has changed hands for the co-promotion. The coffee chain gains because of the celebrity launch of its new beverage range and the movie gains from the promos at the coffee chain’s cafes’.

    “I am is a film that has been partly funded through social media sites like facebook and Twitter. Onir requested people to become co-owners of the film by donating anything from Rs 1,000 upwards,” revealed Suri.

    “The below the line costs of the film are around Rs.30 million. We have a profit sharing arrangement with the actors by way of fees,” revealed Onir. “We’ve collected around Rs. 10 million through social media, which was our target, the rest of the funding has been manage by Juhi Chawla. So in effect, the movie has about 400 co-owners,” he added.

    “The number of prints will be decided on Tuesday (April 25) next. We have about 110 prints of which around 30 are non-digital for some theaters in India and Australia. We may go up to 150 prints. PVR is doing the distribution for us,” further revealed Onir during a discussion with indiantelevision.com

    “‘I am is about issues and dilemmas that bruise the modern Indian society. Unravelling and exploring these tribulations, the film unfolds many a tale of individuals struggling to find their identity, and uphold their dignity in a world that is callous, cold and unsympathetic,” said Suri.

    “Shot in four different cities across India, I am is a fusion of stories where the protagonists share a common dream – a desire to regain their lives, to regain an identity which has been taken away from them, “ said Chawla.

    The film runs through stories of four people –Aifa, Megha, Abhimanyu and Omar. Besides Chawla and Suri, the star cast of the film includes Manisha Koirala, Nandita Das, Rahul Bose, Purab Kohli, Abhimanyu Singh and Arjun Mathur among others. Suri and Onir are its co-producers and Juhi Chawla, Jay Mehta, Sangita Modi, Anish Modi its associate producers.

     

  • Nike celebrates cricket WC win with TV spot ‘United By Blue’

    Nike celebrates cricket WC win with TV spot ‘United By Blue’

    MUMBAI: Nike has announced that it will premiere “United By Blue,” its latest and final Nike Cricket TV spot of this tournament season today.

    Again capturing the ‘Just Do It‘ spirit of the sport, the ad celebrates Team India‘s historic tournament win by mirroring the passion of a country united through cricket and the realisation of a dream 28 years in the making.

    The 30-second spot premieres today on Facebook and YouTube and on Wednesday on TV networks.

    “United By Blue” simultaneously brings to life the fervour around this incredible win expressed from India‘s streets to its arenas. Set to the music and sounds of the streets on which Indian cricket was born, “United By Blue” is a collage of momentous celebrations.

    The spot moves from a city rooftop where a young player hits a winning shot to the stadiums where athletes realise that they have achieved their most cherished dream and celebrate the moment, overwhelmed with the emotion of the victory.

    In scene after scene, ‘United By Blue‘ demonstrates that in India cricket is a shared passion and the dream of a tournament win has been realised in true ‘Just Do It‘ style by both the National Team and an entire nation. The shockwave of this victory is felt from the stadiums to the streets. The ad ends with the young player raising his bat to a hopeful horizon.

    Led by Zaheer Khan, Virat Kohli, Sachin Tendulkar, M.S. Dhoni, and Yuvraj Singh, Team India represents a nation that has claimed cricket as its own, playing the game with a sense of soul and fearlessness that cannot be found anywhere else in the world.

    Nike India marketing director Sanjay Gangopadhyay said, “The celebration brought to life in “United By Blue” represents the celebration going on all over India. The entire country is united by blue. This incredible win has only deepened the relationship between the streets and the stadiums. The kids inspire Team India and the national team inspires the kids. It‘s been a shared journey, a shared dream. And now it‘s a shared victory with ‘Bleed Blue‘ now becoming part of the Indian Cricket lexicon.”

    The spot was directed by Omri Cohen (Hello Robot) with creative direction by Senthil Kumar from JWT.

     

  • The economic crisis of 2009 changed the ad market forever

    The economic crisis of 2009 changed the ad market forever

     

     

    MUMBAI: Google President Asia Pacific and Japan Daniel Alegre, while speaking at the Ficci-Frames summit, started the session with a rather sweeping statement: “Online advertising is dead.”

    The days of regular clickable ads are long gone; it is the period of actively engaging the consumers. Alegre spoke about a mobile ad created by Corolla for high-end users that received 3.5 million views; Toyota didn’t use Internet or TV for this. 
     
    Volvo taking a step further in trade of advertising, created an interactive video game to engage users and prospective buyers. “This video game was actually promoting the brand itself”, said Alegre.

    Alegre said the economic crisis of 2009 changed the market forever; marketers realised the importance of social networking sites and creating content that can be engaging enough for the users to distribute it, across all social networking sites.

    In the times of Facebook, Twitter and YouTube, “all one has to do is make engaging content and the users will distribute it for them, among billions.”

    The line dividing online and offline transactions has almost disappeared; numerous offline communications are now done online.

    The executive of the largest search engine clarified his statement by giving examples of various offline conversations including that of marriage, now being diverted to the web through jeevansaathi.com et al. 
     
    Alegre elucidated that advertising on the Internet is effective, but the efficient convergence of various media such as TV, mobile and Internet is the key.

    Omnicom Asia Pacific India Middle East Africa (APIMA) region Chief Executive Officer Tim Love declared that language is the oldest technology we have today; and the future of ads is using languages soundly to communicate with the audience across the world. Understanding the language of a consumer will show the best way to communicate with him. 
     
    Love stated that not just convergence of various media tool, but also successful use of language is the future. He mentioned that numerous neuroscientists from around the world are trying to understand, how language affects the thought process of the consumer. He also augmented the importance of sign language in communicating with the consumers.

    Taking a cue from Love on the importance of language, Alegre recalled an incident he came across during the recent Tsunami. He was able to understand the evacuation instructions written in Japanese by translating it in English using an online tool.

    Alegere said the best advertisement should be able to cater to all languages and to everyone from across the globe.

    Answering a question from the audience about what would be the best way to advertise or the best method to choose a medium for advertising, Alegere said: “One needs to understand what exactly he is trying to do with the brand. Is one trying to build a brand image or simply increase the conversion rate, which will determine the best way to spend on any medium.”

    Love answered by saying that “one has to make sure that the ad is truthful; because in today’s time of social networking sites, one smart man with all the answers and the power to convince everyone will cause serious damages to a brand.”

  • Himalaya Healthcare to use social media for ad idea for Pure Hands

    Himalaya Healthcare to use social media for ad idea for Pure Hands

    BANGALORE: Himalaya Herbal Healthcare (Himalaya) and its creative agency Meridian have decided to tap selected facebook community members for creating awareness about its hand sanitizer ‘Pure Hands’ and to create video content and/or ideation for ads through a contest (www.facebook.com/himalayapurehandsvideocontest).

    The TG is the India youth and Himalaya has roped in 15 colleges from Bangalore to take part in the competition with the winning team walking away with Rs 100,000. The first and second runners-up win Rs 50,000 and Rs 25,000 respectively. The contest began about two weeks ago and will close by the end of this month.

    The competition invites young minds to make a video for Pure Hands that will highlight the product benefits in an exciting way.

    “The objective of the contest is to generate fresh communication ideas for PureHands , to enhance brand experience for customers by giving them a platform to tell their story and to directly involve users of the product in the communication”, said Himalaya India marketing manager, Consumer Product Division, Ramakant Sista.

    Adds Sista, “We wanted to involve the user community in developing an advertisement for PureHands. Students, who are big users of the product, are better placed to narrate their experience with the product and how it plays a role in their life. If we want customers to connect with the brand and the category, we need to create communication that they can identify with. The product must seamlessly integrate into their life experiences!”

    “Crowd sourcing is a great way to access fresh, exciting ideas. Companies across the globe are looking at the internet to reach out to their consumers. We chose to run our contest on Facebook as the social networking site is most popular among youngsters. They congregate on Facebook, express their opinions, discuss, deliberate. The contest is a first for us. We are hopeful that students will participate and enjoy the experience”, concludes Sista.

    Bangalore, Mumbai, Delhi and Pune contribute to almost two thirds of the users of Himalaya’s hand sanitizers. Karnataka is a big contributor to sales of Pure Hands.

    At present the Himalaya estimates the market size in India for hand sanitizers as Rs 250 million and growing at an annual compounded rate of around 40 per cent.

    Depending upon the success of the Bangalore initiative, Himalaya may take the contest to other cities in the country.

  • Google and Myspace renew advertising contract

    Google and Myspace renew advertising contract

    MUMBAI: Myspace‘s dropping traffic and decreasing popularity as compared to Facebook hasn‘t deterred Google from extending its long-running advertising contract with the site.

    The financial terms or duration of the contract between Google and Myspace‘s parent company News Corp. is not disclosed. However, the contract reportedly has been renewed for several years. News Corporation chief operating officer Chase Carey mentioned that the new agreement is performance-based.

    The social networking site reported a loss of $100 million in 2009 as it failed to reach traffic commitments in accordance to the 2006 deal. As per the agreement, Google will now handle display marketing on the social media site, an area that Google is increasingly getting more interested in. Also, for the first time advertisers will be able to buy display ads that will appear on MySpace through Google.

    The deal also enables Google to offer search advertising, web search and full display-ad solutions. As MySpace continues to struggle with its balance sheet, the extended deal will no doubt go a long way in addressing the social media site‘s problems.