Tag: Girish Hingorani

Jack in the Box Worldwide wins digital mandate for Blue Star

MUMBAI: Jack in the Box Worldwide, a part of The 120 Media Collective, has bagged the digital mandate for Blue Star, India's leading air conditioning and commercial refrigeration company.

Jack in the Box Worldwide is geared to manage the digital duties of Blue Star across social media, e-commerce and search, using their ability to deliver measurable business impact through the power of content.

Commenting on the win, The 120 Media Collective founder and chief executive officer Roopak Saluja said, “I can’t overstate how excited we at JITB and The 120 Media Collective are to be partnering with an iconic brand like Blue Star as they kick off the next phase of their digital journey. Their ambition and expectation from digital syncs beautifully with our strategy of creating measurable business impact for brands through content. We’re looking forward to a long and successful partnership.”

Remarking on the selection, Blue Star Ltd senior general manager – digital marketing and ecommerce Girish Hingorani said, “The digital and e-commerce market is booming in India, and Blue Star has taken consistent efforts to be part of this growth story. The Company has been focusing on increasing its digital presence, especially with the recent consolidation of all its digital activities under one specialised department, and partnering with Jack in the Box Worldwide was an integral part of this initiative. JITB is a strong digital specialist, and we are hoping to benefit greatly from their contemporary, dynamic and agile approach in this field. The agency has a healthy mix of both young as well as experienced team members, which will bring about diversity in thought processes during the ideation and strategy phases. We indeed look forward to taking our brand’s digital prowess several notches forward in association with them.”

July 30, 2019
Blue Star Launches Water Purifiers with Immuno Boost Technology

MUMBAI: Blue Star has launched a stylish water purifier with 35 models across various price points that have RO, UV, RO+UV and RO+UV+UF technologies. The models brings up an unique lmmuno Boost technology which alkaline antioxidant water that strengthens the defence mechanism of the human body and helps the body to stay healthy and function perfectly.

Ogilvy India (West) chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said, “The idea of the campaign came straight from the product. The new range of Blue Star water purifiers come with a technology that improves your immunity. Babies dressed as cute warriors, armed with sippers, deliver this message in a simple and sharp manner.”

“The challenge was not so much in writing the script but in executing it endearingly. Cajoling the kids to act and handle the sippers was fun and exhausting, in equal measure.The director, Raylin Valles, worked hard to charm the kids and get them to act,” he added.

Blue Star chief marketing officer and head-corporate communications Girish Hingorani says, “Immuno Boost Technology enhances the pH level of water, giving alkaline water. The body tries to naturally maintain the acid-alkaline balance of the blood. But when the body is overly acidic, the system has to work even harder to maintain that balance and can lead to interference with the activity of all the cells in the body.”

“Alkaline water helps by neutralising the acid levels of the body, boosting metabolism, hydration and immunity. Further, this technology also helps fighting with toxic free radicals by providing enough antioxidants which results in better immunity and lower damage of cells. We have been using babies in all our communication, as we believe that water given to babies is the gold standard of purity. Our brief to Ogilvy was to highlight this unique feature along with babies,” he added.

Blue Star and Ogilvy took an innovative approach to convey this, through its campaign titled ‘Strong Babies’ using cute babies as a continuation from their previous campaign.

Conceptualised by Ogilvy ‘Strong Babies’ an epic warrior-style TVC that showcased babies as playful little warriors, ready to take on anything that came their way. Nobody could stop them from living ‘the baby life’ to the fullest. A feet-stomping, battle theme ran over situations tied in water sippers seamlessly. It ended with a call to ‘get armed with immunity’ and telling viewers to bring home Blue Star’s new range of water purifiers with Immuno Boost Technology.

June 27, 2018
AXN to increase marketing spends by 30 to 40 per cent this year

MUMBAI: English general entertainment channel AXN will increase marketing spends by 30 to 40 per cent this year with more new show launches.

In fact 20 per cent of its marketing budget for the year is going towards ‘Hannibal‘ which kicked off on 5 April at 10.00 pm.

The 13-episode weekly television show is a prequel to famous films that featured psychiatrist and psychopath Dr. Hannibal Lecter that include ‘Red Dragon‘ and ‘Silence of the Lambs‘.

Speaking to Indiantelevision.com, AXN Networks India Business Head Sunil Punjabi said the character Hannibal has strong brand recall due to the film series. “That is why we felt the need for a multimedia campaign. We have been doing activities for a few weeks. A lot of outdoor is being done including hoardings and bus-backs. We also air ads in cinema halls. We use pre roll ads on Youtube, and advertise on the Times of India.”

The focus of the campaign rests on the fact that the show is about a master manipulator. It is also focusing on the fact that the show has intelligent content and is about the shifting dynamics of the relationship between two people.

“I don‘t worry about competition. ‘Hannibal‘ is a new genre that has not been seen on Indian television. In terms of quality it is a couple of notches higher than the competition whether you look at the storytelling or the technical aspects like the visual effects and the sound. It will set a new benchmark for quality in English entertainment,” says Punjabi.

The focus of AXN will rest on airing shows as close to their US airing date as possible. “This way we can cut down on online piracy. Having a strip strategy works better for older seasons but not for the latest season. The temptation of viewers after they see the first episode of a new show is to try and download the later episodes. If we air it as soon as possible then there will be no need for them to go elsewhere”.

He also does not feel that the Indian Premier League will affect viewing of ‘Hannibal‘ by much. That is because fans of the Twenty20 extravaganza are also AXN fans. So they will switch between watching the match and watching the show.

Punjabi‘s focus since he joined AXN last year has been to have differentiated content, since the genre is getting fragmented with more entrants. Drama content is growing on the channel with the focus now resting on having content that thrills, as opposed to the earlier focus of being the heart of action and adventure.

“Apart from ‘Hannibal‘ we have recently acquired ‘Sherlock‘ from the BBC. This is also a show that is unique to the Indian audience. Within drama there are five to six genres that are shown on the channel. For instance ‘Justified‘ is a traditional bang bang kind of show. ‘Chuck‘ on the other hand is geeky in nature and will appeal to those who are tech savvy. So it is not about repeating the same thing.”

Finding sponsors for ‘Hannibal‘ was a challenge. So far only Blue Star has come on-board. Generally an AXN show has around four sponsors. “But I am confident that once the first episode airs, clients will want to come on-board when they see it. We are talking to other companies. Blue Star had conviction in the show and so they had come on-board.”

“This show is something new and is seen as a kind of experimental. ‘CSI‘ on the other hand has eight sponsors. That is because it is familiar and clients know about it. I think that we should have more screenings for the media fraternity to create better awareness about a new show.”

But there is a catch 22 situation. If a show airs very close to the US airdate then there may not be enough time to have enough screenings for the media ahead of the show‘s launch. That is something that the broadcaster will have to get around.

Blue Star GM Corporate Communications and Marketing Girish Hingorani said the show will appeal to the 25-44 TG which is the target group for his company. “Since you cannot buy this genre on the basis of numbers we look at the quality and uniqueness of content, the plans that a channel has for social media, and the buzz that it generates on social media platforms. AXN scores strongly in these areas. ‘Hannibal‘ is intellectual in nature which is why we were drawn towards it.”

April 6, 2013