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Tag: Godrej

  • Godrej uses HIT to battle out ‘World Malaria Day’

    Godrej uses HIT to battle out ‘World Malaria Day’

    MUMBAI: According to a Business Standard report, around 56 per cent of Indians don’t use mosquito repellents. In rural markets, 72 per cent of the population does not use any such product. And tapping this market is Godrej Consumer Products (GCPL). The brand has over the years launched a variety of products for this untapped market.

    Plus, with the rising threat of dengue and malaria, Godrej is always seen taking initiatives through its brand communication. It can be noted that there are about 103,395,721 suspected malaria cases in India. On the eve of ‘World Malaria Day’ HIT has rolled an interesting advertising campaign. Executed by Lowe and Linteractive, the brand has used a 360 degree approach with an inclusion of a digital film on social media along with seven TVC spots, radio and print media.

    The agency developed a digital video which shows a life cycle of a mosquito in Facebook timeline format. The character named as Miss Malaria is seen flaunting her life events. Till she gets a friend request from HIT and dies the next moment after the request is accepted. The video has already got over 161,485 hits in day’s time.

    The campaign idea was simple yet smart. The communication was released across different media platforms; one to understand what a user can do for ‘World Malaria Day’ by participating in the polling to enable the brand to do things and two to understand why the brand should educate the users about the hazards of malaria.

    Click here to watch the video

    Apart from this, to ensure there is more action oriented activity on social media, the brand conducted a poll asking what social initiatives should HIT take on this ‘World Malaria Day.’ The one which gets the highest votes will be the activity that the brand will initiate.

    Along with this, six TVCs have already been released that shoots out a strong message on the lines of how people are ignorant about malaria. The campaign tries to wake them up!

    It is interesting to see how brands are rolling out strategies that are thought provoking and hit’s the right mindset.

    Click here to watch the video
  • Samsung Mobiles is India’s Most Attractive Brand, Sony takes 2nd place

    Samsung Mobiles is India’s Most Attractive Brand, Sony takes 2nd place

    MUMBAI: The latest report from TRA (Trust Research Advisory) – India’s leading brand insights company – titled India’s Most Attractive Brands 2013 (MAB 2013) was released.

     

    Samsung Mobiles emerged as India’s Most Attractive Brand in 2013. India’s second Most Attractive brand is the consumer durables leader Sony, followed by Nokia as the third most attractive across all categories.

     

    India’s top three Most Attractive brands are very close together with just two per cent separating them. Following at fourth place is LG, the South Korean consumer electronics leader with eight per cent attractiveness score lag from the previous. Placed at India’s fifth Most Attractive brand is India’s home-grown conglomerate – Tata – trailing its predecessor by 11 per cent. The results are based on a primary survey conducted with 2,505 consumer-influencers across 16 cities based on TRA’s proprietary matrix of 36 Brand Attractiveness Traits.

     

    Launching the report, TRA (a Comniscient Group company) CEO N. Chandramouli observed, “The force of attractiveness is a primal force that affects all of us with the same intensity – whether it be attraction with other humans, objects, places or brands. As a brand insights company, TRA spent years understanding the basics of attractiveness by delving into several subjects ranging from philosophy to physiology, religion and communication, and have developed a robust proprietary matrix for deciphering the complex subject of Brand Attractiveness.”

     

    At the All India level, Lux, the bath/beauty brand from the HUL stable is India’s sixth Most Attractive brand nearly 48 per cent behind Tata in Attractiveness Quotient. The next four brands are within single-digit gaps of each other with Maruti Suzuki ranked seventh, Godrej ranked eighth, Bajaj ranked ninth, and Dell the Technology leader, ranked India’s tenth Most Attractive brand. India’s top 10 attractive brands include two mobile phone brands, two consumer electronics brands, and three from the diversified category, one each from FMCG, Automobile and Technology categories.

     

    Elaborating on the usefulness of TRA’s matrix, Chandramouli added, “Brands spend billions in advertisements trying to be attractive to consumers, but at best such approaches range between ad-hoc and haphazard. TRA’s Brand Attractiveness matrix will give brands a scientific tool and methodologies to improve their Attractiveness Quotient with their consumers, helping brands deploy their resources more efficiently and target their messages more accurately.”
    In Western India, the Attractiveness Quotients are quite different from national scores with Sony being ranked as West Zone’s Most Attractive brand. This is followed by LG at second place, Tata at third, and Samsung Mobiles as Western India’s fourth Most Attractive brand.  Mumbai’s choices for the top three attractive brands were Sony, LG and Tata respectively.

  • Zeel adds more zeal with Mihir Modi as CFO

    Zeel adds more zeal with Mihir Modi as CFO

    MUMBAI: Zee Entertainment Enterprises Ltd (Zeel) today appointed Mihir Modi as chief finance & strategy officer in place of Hitesh Vakil, who is now elevated as CEO – service excellence.
    Recognising his valuable contribution, the company has elevated Hitesh Vakil as the CEO – service excellence

    Hitesh Vakil has been with Zeel for the last 19 years, and has been an integral part of the company’s journey of over two decades. Recognising his valuable contribution, the company has elevated him as the CEO – service excellence, making him responsible of setting up a state-of-the-art shared service centre which will offer shared services across the group.

    Modi, a chartered accountant and post graduate in management from Indian School of Business (ISB), comes with over 16 years of experience spanning across M&A, strategy, finance and general management in diverse businesses across Europe, Africa and India in varied roles. His last assignment was as CFO-Darling Business (JV between Godrej and Darling Group) at Godrej Consumer Products Ltd. Modi as chief finance & strategy officer will be responsible for finance, strategy and business development.   

    Modi’s appointment is with effect from 10 October, 2013 and he will directly report in to Zeel MD & CEO Punit Goenka.

  • TVT gives us power to negotiate better: Broadcasters

    TVT gives us power to negotiate better: Broadcasters

    MUMBAI: The month of July saw the tamasha related to the ratings – TRPs vs TVTs and it was for a fortnight that the whole industry awaited for the three stakeholders to reach a consensus on how viewership numbers will be dished out and what will be the metric for evaluating how television is faring.

    Several meetings and exchanges of emails  between the involved parties gave birth to television viewership in thousands, colloquially referred to as TVTs. The format was devised to capture and reflect growth in TV audiences in the country in absolute numbers.

    And so from the past three weeks, the industry has been receiving ratings in numbers rather than percentages. Indiantelevision.com spoke to industry professionals to understand the changing scenario and the road ahead.

    Though most broadcasters feel that it is still too early to expect any major changes, but the numbers have surely put them in a better position to negotiate.

    “It is never too easy to get advertisers on board,” laughs and says Zeel chief sales officer Ashish Sehgal. “Currently, the way transactions are happening people sometimes still tend to refer to both (percentage as well as numbers) as they are habituated to the old ways. But to see the real change happening, we will have to wait for a while – till the whole universe is revamped in January,” he adds.

    He further elaborates, “Things like ad cap and ad rate hike are the roadblocks in adaptation of the new currency. However, broadcasters now have higher negotiating power.”

    On the same lines, a senior executive from a leading GEC is happy that TVT which is the accepted norm globally for gauging TV viewership has been finally adapted in India. “The new method is a true reflection of how many people are really watching TV and hence, it helps our sales team to utilise the data in a profitable manner while discussing ad rates with the clients.”

    The new method has benefitted the niche and regional channels the most which at times received zero per cent TRPs. ETV Marathi and ETV Gujarati business head Anuj Poddar says, “The shift of TAM from GRP to GVT is a healthy thing for everyone and I don’t know why the buyers and advertisers were protesting so much. Now it’s all doodh ka doodh, paani ka paani because it shows absolute numbers. It is very easy to compare across platforms.  You can see the reach of the channels and know the number of homes it reaches.It’s a good starting point where TVT helps all of us get our math right and to also know how and where to spend money.”

    However, there is a catch in the consensus achieved which is keeping all the stakeholders happy. For internal evaluation including planning and buying, percentage TVR weekly and all other data is still available to advertisers and advertising agencies as in the past. Hence, for most advertisers it’s business as usual.

    Parle general manager (marketing) Praveen Kulkarni says, “For us, it has not made any difference. We still go by the old currency (TRPs). So, there is no change in our media plans.”

    Similarly, Godrej & Boyce Manufacturing vice-president (sales & marketing) Kamal Nandi states, “The change has just happened so it is too early to say anything. As of now, we still refer to information in percentages.”

    He further elaborates and says that for TVTs to become a reference point will still take some time and it all depends on how fast planners and buyers can cope with the new metric.

    Media planners too think that it is too early to talk about benefits of TVTs over TRPs and continue to refer to the old rating method. A south India based media planner explains, “It is too early to say how it will change the way money is exchanged between the two parties. We are trying our best to make sure that both the parties are in a win-win situation.”

    On this, the GEC executive goes on to say, “Earlier an advertiser who would pay Rs 100 (and if 100 people were watching a channel) will now have to pay Rs 500 as the reach too would have increased to 500 viewers. And that is the main reason they were and are still opposing it.”

    Whatever be the case, one thing which is clear right now is that the broadcasters have engineered change in the way industry views how television programming is being consumed. And that is only phase one of their journey. They still have some road to travel to ensure that TVTs become the currency amongst aadvertisers and agencies.

  • Gozoop acquires Red Digital, doubles India revenue

    Gozoop acquires Red Digital, doubles India revenue

    MUMBAI: Indian bred multinational digital agency Gozoop, which recently expanded its global presence by setting up operations in Singapore, has announced the acquisition of Red Digital, one of India’s leading social media agencies. With this business acquisition, clients and employees of Red Digital will be consolidated under the Gozoop brand, thus revitalising the latter’s Indian operations.

    The acquisition is in line with Gozoop’s strategy of increasing the revenue contribution from its Indian operations. Over the past few years, Red Digital has worked for several marquee brands such as Mumbai Indians, Dell, PepsiCo, BMW, Parker Pens, Adidas, PVR, Godrej, Berger Paints, Reliance Foundation, Educomp, Citibank, ICC and Discovery Channel.

    The acquisition of Red Digital will play a pivotal role in Gozoop’s global expansion in terms of operations and client portfolio. With Red Digital’s rich client base and strong presence in five key cities in India, and Gozoop’s international exposure and clientele, the combination will enhance Gozoop’s global presence and cost efficiencies.

    Currently, 65 per cent of Gozoop’s revenue is attributed to its international operations in UAE & Singapore. Post the acquisition and with a total of 65+ retainer clients, Gozoop aims to double its Indian revenue in the next financial year. Gozoop’s domestic operations will now contribute close to 50 per cent of revenues, an increase of 50 per cent from earlier. The acquisition will also increase the employee strength of the company to about 100 members, making Gozoop one of India’s largest digital agencies in terms of employee strength as well.

    Commenting on acquiring Red Digital MD India Ahmed Naqvi and co-founder of Gozoop said, “Gozoop has always aspired to be a market leading digital agency and this deal will exponentially accelerate our ability to realise that ambition by giving us access to newer geographies across India. Red Digital’s world-class brands & top talent, together with Gozoop’s end-end digital service offerings & social products like Zozolo, will help move our collective clients and the industry forward. We expect further consolidation in our industry and look forward to acquiring digital agencies to fuel our growth in India as well as to enter international markets like USA, Australia & Qatar.”

  • Godrej No.1 has launched its new TV commercial

    Godrej No.1 has launched its new TV commercial

    MUMBAI: Godrej No 1, the soap brand has launched its new TV commercial. The new ad film is conceptualised by DDB Mudra.

    The ad film is focused on the new variant launch ‘Aloe Vera and White Lily‘ which contains natural ingredients & makes skin naturally beautiful, while continuing to build aspiration and beauty cues.

    The TVC is directed by Ram Baruch, producer by Hozefa Alibhai and Ravi Bhagchandka.

    The TV commercial showcases a nanad visiting her bhabhi‘s maternal home in Shimla. While speaking to her bhabhi, nanad teases her saying that her city is even more beautiful than Shimla. The bhabhi gets surprised on the impossibility of that being true and in the process finds her being unexpectedly appreciated for her natural beauty and the beauty she brings to the city.

    DDB Mudra group creative director Ashish Phatak said, “The challenge was to take the brand and its association with natural beauty forward, without making it another run of the mill campaign. So instead of talking about the benefits of the product directly we looked in to our TGs (target groups) life. This helped us in coming up with the idea of unexpected appreciation and it blended with the product beautifully.”

    DDB Mudra group creative director Aman mannan added, “In order to take the idea forward, we explored new relationships in our protagonists life and finally came up with a script that featured one such relationship, that of a nanad and a bhabhi. Traditionally this relationship in India is that of conflict, so appreciation coming from such a relationship would be truly unexpected.”

  • Contract Advertising promotes Rohit Srivastava to chief strategy officer

    Contract Advertising promotes Rohit Srivastava to chief strategy officer

    Mumbai: Rohit Srivastava has been named chief strategy officer at Contract Advertising. He will develop and integrate the strategic planning capabilities.

    Srivastava has been with Contract Advertising for 23 years and is being recognised for his role and responsibility, especially his strategic skills and capabilities.

    He will help deliver on Contract’s creative vision and partner with Contract India COO Rana Barua to create the best value proposition for its clients.

    “Rohit has been one of the biggest strengths Contract has had over two decades. As he takes over the role of the chief strategy officer across all verticals of Contract, he will partner me in fortifying client relationships and ensure the future growth of Contract”, Barua said.

    Srivastava will continue to lead Core Consulting, the marketing and strategic consulting division of Contract. As the head of the strategic planning function Srivastava has worked closely on a wide portfolio of brands including Asian Paints, Crompton Greaves, Dabur, Dominos, Godrej, HSBC, Kraft-Cadbury (Mondelez), NIIT, Shoppers Stop, Edelweiss Tokio Life Insurance, Marico, Aditya Birla Group, Prudential, Franklin Templeton, Honda, Emami, Britannia, Louis Philippe, Hypercity and ICICI Bank.

  • Tribal DDB boosts creative team in India

    MUMBAI: Tribal DDB India is investing in a significant ramp up of its creative team. The agency has entrusted DDB Mudra Mumbai group creative directors Ashish Phatak and Aman Mannan the additional role of driving the Tribal DDB creative mandate. Both joined DDB Mudra Mumbai in 2010 and have been working on LIC, Godrej, Future Group, Union Bank of India among others.

    The duo have individually and together worked on brands like Union Bank of India, Parachute, Saffola, Tata Indico, Hit, Jaipur Foot Foundation.

    The agency has a newcomer in Satish Sethumadhavan (popularly known as Sethu) who has joined as creative director. His last stint was with Ogilvy & Mather, Bengaluru. Over the past decade, Sethu has worked with brands such as Coca-Cola, Western Union, American Express, ITC’s Bingo, Marico’s Parachute, Haywards, Vicks and Titan.

    DDB Mudra Group chairman and CCO Sonal Dabral said, “With technology opening up endless possibilities in the way we converse with our target audience these are truly exciting times. At DDB Mudra Group we want to be the best when it comes to providing breakthrough creative solutions to our clients across multiple media and platforms. With this new beefed up creative structure at Tribal DDB we are walking our talk.”

    Tribal DDB and Rapp India president Venkat Mallik said, “At Tribal DDB, we believe that the best work in the digital space will emerge from the fusion of the highest standards of brand creative thinking with Digital inventiveness. We are building our team with award winning talent with backgrounds in digital, as well as, mainstream brand communication. Aman & Ashish and Sethu are individually outstanding creative talent who we are proud to have lead the creative show for us and help set a new benchmark for digital brand creativity.”

  • Interbrand India adds Mahindra to its roster

    MUMBAI: DDB Mudra‘s brand consultancy agency Interbrand India has added Mahindra Group to its roster of clients that includes Tata Group and Godrej.

    The Interbrand offices in Mumbai and London will carry out the assignment. Mahindra is looking to establish itself as one of the world‘s most valuable brands.

    Formed by the transition of Water, the brand strategy and design consultancy of DDB Mudra Group, to Interbrand, Interbrand India offers complete suite of brand consulting services including brand strategy, audit/evaluation, design, brand management and verbal identity. The operation will continue to be located in Mumbai.

    Interbrand India MD Ashish Mishra said, “We want Indian companies to realise that brands are not mere logos or slogans but rank among the most important assets a business owns. As the world‘s leading brand consulting firm, our task, quite simply, is to help the Best Indian Brands graduate to Best Global Brands.”