ITV

Tag: Fresh

  • ‘Dil Ki Baat Zubaan Pe’ : Center fresh launches new tagline in latest TVC

    ‘Dil Ki Baat Zubaan Pe’ : Center fresh launches new tagline in latest TVC

    Mumbai: Chewing gum and mint brand Center Fresh has refreshed its core communication of ‘fresh breath confidence’ to something that’s more in sync with changing times. The brand has launched its latest TVC to showcase its new positioning – ‘Dil Ki Baat Zubaan Pe’.

    Known for always having the youth at the center of its communication, the new TVC also sticks to the same approach and showcases the brand as an enabler of confidence to help speak your heart out.

    The storyline of the new TVC showcases two young adults in a classroom where the female protagonist and her friend are trying to find the keys of her bike. The male protagonist happens to see it lying on the floor but is hesitant to speak out because of his feelings for her. At this moment, Center fresh gum consumption not only helps him gather the confidence to approach her with the missing keys but also asks her to spend the history class next to him in a truly unexpected & charming gesture. This sweet gesture helps the male lead get a positive acknowledgment from the girl apart from helping her get the keys back, and helps him say what he feels out loud – “Dil Ki Baat Zubaan Pe”.

    Perfetti Van Melle India director-marketing Rohit Kapoor said, “Consumer love and adulation for the brand has helped it emerge from the challenges posed by the pandemic and reduced out-of-home consumption occasions of the last two years. Center Fresh has started the year with a strong sales performance and we felt it was only appropriate to go one step further on our positioning with a new tag-line and theme communication. This ad spot duly brings alive a new tagline “Dil ki Baat Zubaan Pe”
    Conceptualised by Ogilvy India, the new TVC will be on-air across various TV channels, followed by amplification on key digital platforms and an Out Of Home (OOH) campaign in key cities across India, announced the brand.

    Ogilvy India managing partner – creative (Mumbai) Anurag Agnihotri said, “How does a Gen-Z boy strike a conversation with a Gen-Z girl in a classroom where the session is about to start? How about, “Will you spend the History class with me?” That’s what the new Center Fresh TVC is all about, of course with a twist & deeply rooted in reality. Firmly connected to the youngest of us, giving them the confidence to say it as they feel it.  In other words, staying true to the new tag-line, ‘Dil ki baat zubaan pe.’

  • Zee News targets Gen Y

    Zee News targets Gen Y

    MUMBAI: ZMCL’s (ZEE Media Corporation Ltd) main Hindi news channel Zee News is targeting the youth demographic.

     

    For starters, the management has given the channel and programming packaging a total makeover with bright and peppy colours being added. Fresh, zingy promos have been hitting the airwaves as part of a campaign titled ‘Khabrein apke rangon mein’ which tries to drive home the point “that news is never black and white, there are several hues to it.”

     

    For some time now, the channel has been pitching that the Indian youth need to change their thinking to change the nation (soch badlo desh badlo). And this new campaign is another effort on the part of Zee News to lure the fickle but curious youth to tune in to its daily bulletins.

     

    Says ZMCL CEO Alok Agrawal: “The aim is to be their eyes, ears, and conscience. The channel will be in tandem with their world, in sync with their energy. With ‘Khabrein Apke Rangon Mein’, we will interact with them, touch their life and wear their pride. We aim to empower, influence and impact the opinion of this youthful and vibrant India.”

     

    “In today’s scenario the youth is interested in what is happening nationally and globally,” says ZMCL editor Sudhir Chaudhary.  “Our efforts will be to reach and connect with the viewers, especially youth and provide them with news that is contemporary, vibrant and topical.”

     

    Many have tried but few have succeeded in hooking the quickly evolving young viewer – for too long. Will Zee News’ fresh push yield results?

  • Former I&B Secretary proposes fresh study into ad cap

    Former I&B Secretary proposes fresh study into ad cap

    NEW DELHI: It’s been a month and more since former Information & Broadcasting secretary Uday Kumar Varma relinquished his post to Bimal Jhulka. But you can’t get broadcasting  out of Varma’s blood. After all he and his team in the I&B almost single handedly forced a fragmented cable TV sector and a disbelieving television ecosystem to follow the government mandate for digitsation.  

    Now the former secretary has proposed that with the onset of digitisation, it is  possible for the Telecom Regulatory Authority of India (TRAI) to get all the data needed for a fresh look at the 12 minute ad cap which the regulator had mandated earlier this year.
    Uday Kumar Varma

    Speaking exclusively to indiantelevision.com Varma said  that the Telecom Disputes Settlement & Appellate Tribunal (TDSAT) has stayed the implementation  of the ad cap on news channels, and the TRAI should use this time to conduct a study on how much time is being devoted to advertising by the various television channels and determine how much can and should actually be devoted by them.  He stated that the regulator should be able to complete a thorough study in two or three months.

    Varma said that while the ad cap was sought to be enforced in view of the provisions of the Cable Television Networks (Regulation) Act 1995, the situation had changed considerably since with a much larger number of television channels than previously anticipated.

    He felt the 12-minute ad cap was in any case arbitrary as it was based on the experiences in other countries rather than in the Indian context.

    He agreed that there were some channels – particularly regional language ones – which aired up to 30 minute per hour of ads, but pointed out that the new regime under digitisation afforded TRAI the freedom to study the issue afresh.

    He said a method had to be found to enforce whatever ad cap is decided upon finally, since many channels are not members of either the News Broadcasters Association or the Indian Broadcasting Foundation. Even otherwise, he said all broadcasters were not on the same page on this issue.

    Asked about the demand that the ad cap be put off to December 2014 by when the entire country would have gone digital, Varma declined to comment as he said the matter was before the TDSAT.

    Merger of Phase III and IV of DAS

    On the topic of the merger of Phase III and IV of the digitisation process, Varma said it had been found this would work better since towns and rural areas in these two phases come under the jurisdiction of district collectors, and management would be easier.

    The merger would also give more time to stakeholders to put their infrastructure in place.

    Analogue Switch-off Justified

    Meanwhile, Varma said he stood by the decision to switch off analogue transmissions when resorting to digital addressable systems.

    He further added that permitting the co-existence of  both analogue and DAS, as had been done in the United States or the United Kingdom, would have led to a ‘warped policy’ in a country like ours.

    Digitisation should be seen as a means to make the broadcasting sector more transparent and give a better choice and viewing experience to the consumer, he said, adding that it  had also led to greater investments from India and overseas.

    The very fact that subscribers, who have switched over to DAS were not complaining and there were many others opting for the new system, meant the average Indian had become more conscious of what they were watching on TV.

    Affordability is not a major issue as those who have not yet bought digital set top boxes ‘will do so without being coerced’ once they see the advantages in terms of quality of picture, services, and value added services that may follow.

    Varma felt the method of collection and sharing of subscription fees too is undergoing a major change, and the consumer will be able to see the benefits of this. Furthermore, carriage fees charged by cable TV operators and MSOs had also come down and this would be reflected in the fee they charge subscribers.

    Varma believes that even the rural TV viewer will be in a position to partake of the fruits of cable TV digitisation. He pointed out that fatter wallet subscribers in metros and cities who will be paying  for value-added services and other benefits  will, in a sense, subsidise the rural consumer who is not so rich.

    As the adage goes, take from the rich to feed the poor. Even in television!

  • Fresh take on ‘Head Honchos’ on Janmat

    Mumbai 27th June 2006: Head Honchos, a new show on Janmat hosted by Anish Trivedi in his impeccable style is creating waves in the television duniya. Every week at 7.30p.m. on Saturday, Anish interviews a corporate honcho selected from a panel from Janmat.

    Warm and intimate, this is a no frills show, with the predominant mood being two people talking at leisure, about not only success at business but the person who has made it possible. The show is not shot in the corporate’s company office, but rather in an informal setting. The venue of the interview is often decided by the corporate head, usually at a place where he/she likes to relax and unwind. The place can range from a favorite golf course, his house, farmhouse, club etc. In the case of a female corporate, it could also be her favorite beauty parlor, her gymkhana, her jogging track or even the comforts of her house that displays her home settings.

    The theme and objective behind the interview is to uncover different aspects of a corporate head’s life ranging from his / her personal family life, to their favorite movie, dressing, hobbies, and professional life, to their opinion on current events, vision for their company, innermost desires and the goals still not reached.

    Hosted by Anish in his inimitable style, the show is in English and targeted to attract people from the corporate and allied fields. For young minds yearning to find their place in the world, Head Honchos will show the way to dream big and perform bigger!

    Head Honchos has been receiving recognition and support from industrialists, executives from across the corporate world and viewers who get a thrill from learning from successful people.

     

    With two episodes to their credit, Head Honcho has so far got Adi Godrej (CMD, Godrej Consumer Products Ltd. and Niranjan Hirandani (MD, Hiranandani Group of Companies) on their shows. More top line CEOs are all set to let you in on their most personal lives and their rise to the top.

    Some of the big names in the industry that will soon be featured on Head Honchos future episodes are Piyush Pandey (National Creative Director, O & M, Ashwini Kakkar CEO & MD, Thomas Cook ( India ) Ltd, Sanjeev Agrawal MD, World Gold Council. Anil Khera COO, Sansui and Dr. Dewan Nanda, CMD Topsgrup.

    In the space of 6 months, Janmat has forged ahead of channels like Times Now, NDTV Profit, Zee Business and Headlines Today. Janmat bombards the viewers with news, brought out in a synchronized manner that enables assimilation. Wherever Janmat has gone, it has made sure that the issues were addressed BY the people, FOR the people and THROUGH the people. This has helped the ordinary voter to gain clout and power to fight against the system.

     

    Positioned as India’s first Views Channel, JANMAT has brought a fresh breeze in the country’s TV viewing landscape. JANMAT is a 24-hour current affairs channel targeted towards the discerning Indian audience. JANMAT has an ear to the ground, and allows the common man to express his grievances for swift redressal.