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Tag: Havells

  • Ten Sports hits a six with India-SA series ad inventories

    Ten Sports hits a six with India-SA series ad inventories

    MUMBAI: So what if Indian cricket lovers are yet to recover from the loss of their God – Sachin Tendulkar?  Ten Sports is pulling out all the stops as the world’s best cricketing nation gets ready to battle with the world’s No 1 test team – South Africa.

    India’s great performance on the cricket field in almost every tournament recently has resulted in Ten Sports selling out almost 90 per cent of its inventory three days before the action starts with the Proteas. And it seems as if there’s a lot many more advertisers waiting to sign up in what is being billed as ‘Clash of the Titans.’

    Says Ten Sports CEO Rajesh Sethi: “Post the departure of Sachin from the national side, I feel this will be the true test of the young brigade that we have against the fierce pace attack of the South Africans in their backyard. We are looking at this series as speed vs skill and the feedback on social media has been really encouraging for this series.”

    Big names are associated with the tournament, what with Kent RO the title sponsor and iBall the co-presenting sponsor for the studio show; Micromax as co-presenting sponsor for the series along with associate sponsors Xolo, Vodafone, Havells, Go daddy, We Chat, Daikin, Tata Motors and ITC.

    We are targeting nearly Rs 120 crore in terms of ad revenues from this series, says Ten Sports CEO Rajesh Sethi

    Sethi further reveal that for the ODIs, ad slots have been sold at Rs 4.25 lakh for every ten seconds and for test matches, they’ve been sold at Rs 1.25 lakh for every ten seconds.

    “We are in a very comfortable position with just 10 per cent of our inventories remaining to be sold and with three days still remaining for the highly anticipated series to commence, we are planning on hiking the rates by 20 per cent.” he laughs. “We are targeting nearly Rs 120 crore in terms of ad revenues from this series and I am confident of hitting that mark.”

    The 360 degree marketing campaign has cost the channel nearly Rs 10 crore, which includes above the line (ATL) with a wide outdoor campaign as well as below the line (BTL) activities, with road shows in key cities such as Mumbai, Delhi, Hyderabad and Bengaluru. “Apart from this, we have also carried out an innovative campaign on the digital platform with a Hindi jingle that has gone viral on social platforms for the high octane series,” informs Sethi.

    Giving his perspective on the channel’s claim, Madison Media COO Karthik Laxminarayan says: “Big sporting events such as these generally sell out 80 per cent of their inventories and make the most of the remainder of the same. Ten Sports on its part has surely garnered a sizable amount for the series.”

    Madison Media COO Karthik Laxminarayan feels Ten Sports on its part has surely garnered a sizable amount in ad revenues for the series

    On Twitter, Ten Sports has over 43,850 followers while on Facebook, it has got 2.3 million likes with fans continuously interacting about the upcoming series.

    Between 5 and 30 December, the series will be shown live on Ten HD, Ten Cricket and Ten Sports. On Ten Sports, there is Hindi commentary while on Ten HD and Ten Cricket the ball by ball action will be narrated in English.

    Explains Sethi: “With the viewer becoming more and more demanding like any other nation, and rightfully so, there is a viewer base that is looking forward to Hindi commentary and then the usual English commentary feed. Thus, we are only trying to reach out and satisfy the needs of our viewers and keep everyone glued to the action being played out on their screens in the language of their preference.”

    Ten Sports has over 100 million viewers across the market, and will be sharing the telecast of the ODI series with the public broadcaster Doordarshan. Like the last India vs West Indies series, this series too is expected to grab eyeballs.

    “Each property has its own traction and there are different reasons for each event to have the kind of viewership it had, as we all know the main reason for the series being followed was the last two test matches of Sachin’s career; but having said that, with two of the best in the sport locking horns on the field and with the injection of fresh blood in the Indian squad, cricket lovers are surely in for a treat,” Sethi signs off.

  • Havells launches ‘Bijlibaba’ TVC

    MUMBAI: Havells has launched a new television commercial titled ‘Bijlibaba‘ which is created by Lowe Lintas.

    The new commercial communicates the energy-saving message in an engaging and thought provoking manner.

    The film revolves around a person who is struck by lightning and thereby acquires a magical power of creating electricity. He can power every electrical gadget that comes his way and by doing so he is bringing electricity to the lives of the common people. He acquires a following and all that his followers require is a gesture from him to power their appliances. In the end the film reminds the viewers that there is no such person in their life and hence they still need to save electricity. And Havells products help them in doing that.

    The television campaign will be extended to print, internet, digital and in-shop POSM.

    Directed by R.Balki, the ad film is produced by Lintas Productions.

    The creatives of the ad film are credited to Amer Jaleel, Shriram Iyer and Mohit Arora.

  • ESPN Star Sports eyes big gains from Indo-Pak series

    MUMBAI: India‘s battering at the hands of English team notwithstanding, sports broadcaster ESPN Star Sports has almost sold out its ad inventory for the upcoming India-Pakistan series.

    The sports broadcaster has roped in nine sponsors, including four joint presenting and five associate sponsors, for the two T20s and three ODIs.

    The joint presenting sponsors include Havell’s, Celikon Impex, Hero Moto Corp, and Micromax LED TV, while the associate sponsors are Coca Cola, Vodafone, Karbonn Tablets, Cadbury and Pidilite.

    ESPN Software India EVP Ad Sales Sanjay Kailash said, “We started off with a target to have four joint presenting sponsor and six associate sponsors. As of now, we have signed four joint presenting and five associate. There are multiple spot buyers as well.”

    ESS was asking for 800,000 per 10 second spot for the ODIs and a mind-boggling Rs 900,000-1 million for T20s. Advertisers say the price is too steep even from an India-Pakistan series point of view.

    ESS, however, claims it has achieved whatever internal revenue targets it had set. “We have monetised India Pakistan ODIs at a rate which is double as compared to the historical industry average. Even rates for India Pakistan T20 are double than the most sought after T20 tournament in the country,” Kailash said. In all, we are sitting pretty having achieved our targets. There is a minuscule inventory which is yet to be sold but we are confident that the same will be done in the next two days.”

    The two arch rivals are engaging in a bi-lateral series after a gap of more than five years. The two teams last time locked horns in ICC Twenty20 World Cup in Sri Lanka this year.

  • Havells to spend Rs 150 mn in Q3 on promotions during cricket telecast

    Havells to spend Rs 150 mn in Q3 on promotions during cricket telecast

    BANGALORE: Electrical and power distribution equipment manufacturer Havell’s India Limited (Havells) plans to spend Rs 150 million during the October-December quarter towards brand building and mass media communications.

    A major portion of these spends will be towards TVCs’ during cricket telecast – more specifically during the forthcoming India-New Zealand Test match and cricket series for which it is one of the co-sponsors.
     
    Overall, during the current fiscal to 31 March 2011, the group plans to spend Rs 1 billion towards three of its existing line of products manufactured by three of its sub-brands – Havells, Crabtree, and Standard.

    In February 2011, the company plans to launch products under another sub-brand- Havells Sylvania in India. The group spent around Rs 600 million towards brand building during the first edition of IPL, a major portion of it on TVCs, revealed a source at Havells.
     
    “We may allocate further funds towards the Sylvania brand and some of the other products that we plan to launch over the next few months,” revealed the source.
     
    “A major portion of our mass communication spends are cricket based, since 80 per cent of the Indian population is hooked on to cricket. We do spend for TVCs on some news and regional channels such as TV9,” he added.