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Tag: LDA

  • DDB MudraMax to be chief consultants in outdoor solutions for Ludhiana

    DDB MudraMax to be chief consultants in outdoor solutions for Ludhiana

    MUMBAI: Post a multi-agency pitch, the Municipal Corporation of Ludhiana, Punjab, has appointed DDB MudraMax as its consultant for the preparation of a ‘Master Plan for Outdoor Advertisement’ in Municipal Corporation Limits of Ludhiana, Punjab. The agencies who were present for the pitch included Delhi Integrated Multi Modal Transit System, Tandon Urban Solutions and IBI Consultancy India. There is no incumbent on this account.

    Currently, outdoor advertising in Ludhiana is regulated by MCL, LDA, GLADA, PUDA Indian Railway etc, and each of these bodies have their own set of rules and regulations, tender process, revenue generation and sharing.

    As a fallout of different rulings and existence of different viewpoints there is a lack of a cohesive policy on the subject. Along with MCL, LDA, PWD and other government bodies, the other stake holders involved in advertising have also voiced the need to define a comprehensive policy on outdoor for Ludhiana. These include the city; the industry, the citizens and individual NGOs.

    As a consultant, DDB MudraMax will be responsible for providing the best and most innovative ideas and recommend best practices to be adopted for Ludhiana’s outdoor advertisement industry including street furniture for Ludhiana City. The scope of work involves a thorough study of the existing outdoor advertisement policy and preparation of a concept plan that explains the ideas and provides the best practices and applications to be adopted in the case of Ludhiana. This will also include a master plan for outdoor advertisement, street furniture for Ludhiana City including the detailed design specifications, material and dimensions along with incorporating the essential signs.

    Commenting on this DDB Mudra Max outdoor and experiential retail President Mandeep Malhotra said, “We were excited to partner Municipal Corporation of Ludhiana in the master plan for the outdoor policy. It is going to be a first-of-its-kind for the city in the coming times. Ludhiana being a forward looking entrepreneurial city had to be the first to take the initiative. We ourselves are looking forward to make the city look wonderful and aesthetically great.”

  • American Bourbons use innovation to drive growth

    American Bourbons use innovation to drive growth

    NEW DELHI: Flavoured whiskeys are internationally the fastest growing segment in the bourbon industry and the trend is soon catching up in India.  

    The growing affluence, international travel and increased brand awareness amongst Indian consumers and the increasing base of the legal drinking age (LDA) population in India, the industry is seeing regular shifts in consumer preferences. The curiosity and aspirational value of a scotch whisky is still relevant to younger consumers.

    According to Nielson research, in 2012 flavoured whiskey accounted for nearly 75 per cent of growth among all whiskeys and 42 per cent of growth in bourbon.

    In a major departure from its decades old marketing principles of remaining strictly tradition-bound and consistent in taste, bourbon brands are now experimenting with tastes to expand their market and customer base.  

    Jim Beam, from the house of world’s fourth largest liquor company Beam Global, for instance,   has added new products that include a white whiskey called Jacob‘s Ghost, Devil’s Cut and Jim Beam Honey. The company believes that the move will expand both its presence on the shelves as well as increase its consumer base.

    Jim Beam is no exception. World over major whiskey brands are increasingly shedding their past conditioning about sacrosanct blends and trying sweetening and flavoring their whiskies. And no wonder, the experimentation with taste is begetting them success.  

    In fact, Canada too has got into the act and most of its contributors are informed, predictably by maple syrup. Distillers around the world are sugaring and flavouring whiskeys. Red Stag, the cherry-flavoured bourbon released by Jim Beam in 2009 was a huge success and set the trail blazing.

    A closer look into the factor that has encouraged these ‘cult’ brands to shun their inhibitions and emerge as ‘innovative’ and ‘out of the box brands’ shows that the customer and his aspirations have evolved.