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Tag: Lintas

  • Volini gets a #PatOnTheBack from Lintas

    MUMBAI: We as children have been our parents’ top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can’t; but isn’t there joy in the attempt.

    This is the premise of the new Volini #PatOnTheBack campaign. It urges us to reflect on whether we are doing enough to give back to our parents. At times, we are so caught up in our own lives, that our elderly parents’ needs are overlooked. This film celebrates the small ways in which children can give back to their parents. Just being there means the world to every parent. Volini helps in overcoming pain to create magical memories.

    Commenting on the campaign, Vidhi Salgoacar, Head of Sun Pharma Consumer Healthcare said, “Overcoming pain to create beautiful moments in life is what Volini stands for. This campaign is one of Volini’s many initiatives to reach out to the evolving audience who have endorsed and trusted Volini and made it the No. 1 Pain Relief Brand1 of the country.”

    Overcoming pain to create beautiful moments in life is what Volini is all about. Pain should never stand a chance when we are doing things that we want to. Volini stands by every son/daughter who takes the pain to reach out to their parents, especially when they need them the most. Volini supports all those who overcome pain and do something good.

    The film begins with a young man rushing through the busy streets of a bustling city. As he navigates through the crowded streets, he accidently twists his ankle and is seen to be in immense pain, but he refuses to give up. He limps onwards towards his final destination which is the finish line of a marathon. He attempts to look at the finish line through the crowds, when suddenly we see an elderly man crossing the finishing line. The young man runs, despite his injury to embrace his elderly father and celebrate this momentous occasion together. The film turns full circle with the elderly man realizing that his son is in pain, and offering him Volini for pain relief. The film ends with ‘Every child who takes the pain to be there for their parent deserves a pat on the back’. It makes us wonder ‘where are we’, when those moments pass by. And Volini as a brand has always stood for being a loyal partner in times of pain.

    Highlighting the creative thought process behind the campaign, Joy Mohanty, Regional President – North & East, Lowe Lintas said, “We felt there was an interesting space around children who go the extra mile for their parents, those who take the pain to be part of their important moments. And the brand celebrates those that are committed to this.”

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  • GroupM Dialogue Factory’s Katgara moves out, co-founds marketing solutions co

    MUMBAI: Group M Dialogue Factory Business Group Head Farhad Katgara has moved out.

    Farhad has been part of the advertising and marketing community for over 16 years. He started his career as Assistant Manager (Production) with Resources & Beyond, a support agency for Lintas, McCann Erickson, Tata Nova, Seventy and many more in 2000. He was also associated with various event companies like Showtime India Pvt Ltd, LIVE 1 Entertainment, CATPRO Events, Rams Relationship, Seventy, Cineyug Worldwide and Leo Brunette where he has successfully planned and executed events. His last stint was as Business Group Head at Group M Dialogue Factory in March 2017.

    Farhad has also successfully planned and executed events and activations for brands like HPCL, Mumbai Police, Lakhme Fashion Week, Smirnoff, Launch of Fiat Palio, Samsung Blue I & True I, Axe Deodorants and many more. During his career, Farhad has built and developed large teams providing brand development support through, events, sales promotion campaigns, visual merchandising and product merchandising.

    With years of experience in live concerts, corporate events, awards and corporate shows, Farhad has co-founded Resources Go Beyond, a result based Integrated Marketing Solutions provider.

    Resources Go Beyond is looking at coming up with three IPS this financial year. The first one is a Horror Short Film Festival slated for May 2017 in Mumbai.

  • S Yesudas plays a whole new ball game with triggerbridge

    S Yesudas plays a whole new ball game with triggerbridge

    MUMBAI: Of late there has been much talk about going beyond the sales driven take on advertising among the agencies. The focus should shift back to building brand identity, if brands have a long term vision in mind.

     

    It would have been great if the talk truly reflected the industry’s concern over the matter, but, alas, much of that is lip service according to S Yesudas, the former managing director of Vizeum.

     

    The need of the hour, he feels, is to break this pattern that agencies are so used to, and bring in some disruption in the ecosystem. This is precisely what he plans to achieve with his entrepreneurial venture triggerbridge.

     

    Backed by his expertise in media business for over two decades, Yesudas partnered with Ajit Nair of MX Advertising and Amit Tripathi from IdeateLabs to form this ‘un-agency,’ which has managed to create quite a buzz in the industry ever since its launch earlier this month.

     

    Prior to kick starting his new startup venture, Yesudas was known for his successful stint at Vizeum India as managing director, preceded by Grey Worldwide, Lintas/Initiative Media and R K Swamy BBDO/Media Direction. Interestingly, he was Vizeum’s first employee and built it to a successful position with its current 55 employees within a span of four years.

     

    With an impressive portfolio like this, is it easier to handle his new role in a start up? To find out, Indiantelevision.com got in touch with the man himself.

     

    Here’s what he had to say:

     

    What sets triggerbridge apart from other players in the market?

    We are the ‘unagency’ and are free of all the bondages as that of an agency. The big and basic difference is, our reason to exist is not to help our clients “spend” their marketing resources, but to help their brands build bridges of relevance with consumers in various ways through our philosophy of True Vertexing.

     

    We look at the core of the brand, human insights, storytelling, technology and data and help itself express truly in order to carry the well aligned consumers along as the brand moves to the highest peak, the vertex. Consumers are human beings is a fact that’s forgotten in the world of transaction. We cater to all brand owners who are looking for much more than just short term sales from their consumer relationships.

     

    Few agencies have taken the ‘brand first’ route as well. What is your take on them?

    I’m sure brand love is a dinosaur concept to many. Those who talk about the same, pretend it can be created by the effect and weight of their “advertising” investments including endorsements and other sponsorships. I would leave triggerbridge, the unagency, for our clients to judge us.

     

    What disruptive ideas does triggerbridge have in store for its clients?

    There’s disruption in everything we do. Firstly, we are not just a service, but a product as well. Among the set of products is a platform that aggregates storytellers and technology producers for the benefit of brands. Our focus is the brand in its entirety and not specific specialised solutions. We also have a unique structure of a creative advisory board, which consists of real storytellers like authors and theatre artists along with a business board that consists of members of the board of other companies as well as venture capitalists. We are also looking at a whole new measurement of SoV and SoE as Share of Vision and Share of Empathy as against the transactional Share of Voice and Share of Expenditure.

     

    Since triggerbridge is a product as well, what is the target group or clientele you are looking at?

    Every brand owner who is interested in looking beyond short term results and those who actually believe that the future of commerce is brand commerce, would be a triggerbridge client. 

     

    What is the one thing that the industry is lacking currently?

    I believe lot of agencies today pay lip service to brand building and focus their energy and attention on “selling” their specialised silos to clients for better profitability. Once you create a need and everyone is doing that, the advertisers, knowingly and/or unknowingly will keep following the pattern.

     

    Most often computers create the strategy to connect with humans with emotions. Then it is a mad rush to justify Share of Voice (SoV) and Share of Expenditure (SoE). The result is increasing instances of ad avoidance and the agency then offers one more specialisation to “catch” the consumer’s’ attention. The circle keep going on. We will fill the very vacuum of zero brand love for most brands, by first helping the brand owners understand the purpose of their brands. We will also help them articulate that through executions that will create multi – sensorial impact on the consumers

     

    Can you mention one recent campaign that you think lacked brand identity?

    One campaign that comes to mind is what Pepsi did during IPL, getting consumers to feature in its ads. It was a gimmick that I presume they spent top dollars on. And I personally don’t think it worked at all. They could have done things to bring together larger Pepsi communities across the country, very meaningfully, who interacted with each other in a sustainable manner as they shared their love for the brand, at much lesser cost and left enduring impressions on the consumers. But again this is purely based on their stated purpose/intention.

     

    Tell us about your partners and what they bring to the table in triggerbridge? 

    Ajit Nair has been running a very successful full-service advertising business, MX Advertising, for a quarter of a century and has built many brands through that journey. Amit Tripathi has been running a leading digital business, Ideate Labs for 15 years. I have been in the media business for over two decades.

     

    Our vision, purpose and the conviction about the future of communication business converged at the same point. I also don’t think there could have been a better combination than this which brings all aspects of the communication business together.

     

    What is your target for the upcoming year?

    We have not set a revenue or profit target. Money will follow good and differentiated work that will produce actual results. But we have a five year blue print with clear milestones to eventually see a good part of the “advertising” market practice True Vertexing. 

  • 9X Jalwa looks to hook media agencies with Dubsmash challenge

    9X Jalwa looks to hook media agencies with Dubsmash challenge

    MUMBAI: Not only has the Dubsmash craze hooked stars and the common man alike, but television channels are also now making good use of the in-vogue platform. Hindi music channel 9X Jalwa, which launched a filler show 9X Jalwa Ki Dailoguebaazi in July, is now looking at engaging media agencies by throwing the 9X Jalwa Ki Dailoguebaazi Dubsmash Challenge on them.

     

    What started with getting 9X Jalwa fans and viewers engaged with the competition via social media has now reached media agencies across Mumbai and Delhi.

     

    According to 9X Jalwa vice president marketing Kapil Sharma, around 80 – 120 people from every agency will participate in the competition. “The reason why 9X Jalwa keeps doing these activities is to be on top of the mind of not only our viewers but media agencies as well. The idea is to reach out and connect with the media agencies,” Sharma said.

     

    Besides promoting the challenge across television, digital and social media, the channel has taken this contest on-ground through trade activations across Mumbai and Delhi. “To promote this property and generally to have fun with media agencies, we have rolled out the Dubsmash challenge across several media agencies,” informed Sharma.

     

    Three weeks back the channel opened entries for consumers and after gaining traction on social media, it approached media agencies.

     

    Those participating in the competition include: Starcom, Group M, Lintas, Lodestar, Mediacom, MPG, Madison and ZO. The on-ground activation starts between 1 – 2 pm in the media agencies’ cafeteria, where people come and choose a song or any dialogue of their choice and make the Dubsmash video. Participants can perform individually or in a group and upload their entry. Winners get a chance to win a Bluetooth headphone or other general merchandise and every media agency will have one winner. 

     

    “We have done the activations with these media agencies in the past and have received a good response,” he added.

     

    Since 9X Jalwa Ki Dailoguebaazi Dubsmash Challenges are being held only in media agencies, the channel is carrying the promotional activities in the same sector.

  • FX join hands with Uber to promote ‘Empire’

    FX join hands with Uber to promote ‘Empire’

    MUMBAI: Taking the edge of entertainment to a whole new level, FX has launched the 2015 television hit Empire on Indian television. 

     

    To celebrate the launch of this addictive drama, the channel has joined hands with personal cab service, Uber, to bring consumers an exclusive chance to ride like an Empire kingpin.

     

    With an aim to bring show fans a real-time feel of the series, FX and Uber are giving away an exhilarating ride in a super car. All viewers have to do is catch the show when it airs on FX every Monday to Friday at 10 pm. 

     

    During the airing of the episode, a special code will appear on TV screens. Viewers need to spot this code and enter it in the app to unlock a hidden ‘UberEmpire’ Tab. 

     

    Select lucky winners would win a ride in true Empire style in an uber glam super car free of cost. Spanning across two cities, Mumbai and Bangalore, the activity is live now. FX and Uber shall also promote this activity on their Twitter platforms.

     

    Further strengthening the show’s proposition, FX set-up a unique on-ground activation to engage viewers and bring them the true feel of the show. The channel associated with 10 media agencies including the likes of Lintas, Madison, GroupM across three cities. 

     

    With show branding in key areas at the agency offices, employees were further engaged with a contest activity. Participants had to get themselves clicked in quirky show related props at the photo-booth set up in-house. Winners picked through a lucky draw, got an opportunity to ride the high life in a Limousine.

     

    The channel also gave the audience a taste of the Billboard chart topping music before launch, with the songs playing on radio stations across Mumbai and Delhi. Taking a step further, FX has augmented Empire’s strong music connect and grabbed audience eyeballs through a larger than life rotating turntable in the form of an innovative outdoor hoarding at a key hot spot in Mumbai.

  • Omnicom names Anil Jayachandran as communications planning head, Malaysia

    Omnicom names Anil Jayachandran as communications planning head, Malaysia

    MUMBAI: Omnicom Media Group has appointed Anil Jayachandran as head of communications planning in Malaysia.

     

    In his new role, Jayachandran will be working on key client accounts across OMD and PHD to drive thought leadership and best strategy practices.

     

    Jayachandran brings with him a diverse skillset on board, with over two decades of experience working across marketing, advertising, and research functions in strategy-related roles, including tenures at the likes of JWT, Unilever, Lintas, Ogilvy & Mather, McCann Erickson and Omnicom Group.

     

    With a career that spans geographies, Jayachandran has previously been based in India, Egypt, Malaysia, Bahrain and Dubai.

     

    He joins the Omnicom Media Group team from his role as strategy planning director at Leo Burnett.

     

    Omnicom Media Group Malaysia CEO Andreas Vogiatzakis said, “Anil’s incredible strategic mind, deep in-market knowledge and breadth of experience working alongside clients to produce innovative solutions makes him a valuable addition to the team. I am certain his hire will be instrumental in strengthening Omnicom Media Group’s strategic output for our clients, and we are more than delighted to welcome Anil on board.”

     

    Jayachandran added, “I am excited to be joining the talented team at Omnicom Media Group, and hope my experience and background will be able to complement current and future offerings.”

     

    Jayachandran reports to Vogiatzakis in his new role, and his position is effective immediately.

  • Clients should want to hear the truth: Meenakshi Menon

    Clients should want to hear the truth: Meenakshi Menon

    “Turbulent but exciting” is how Spatial Access’ founder and chairperson Meenakshi Menon describes the media audit company’s 10 year journey.

    It’s a happy occasion – completion of a decade in business by Spatial Access.

    Turbulent but exciting is how Meenakshi Menon describes the past 10 years
    Menon recalls how a leading media company had sent notice to the company in its very first year and recently too, it got another “love letter” from a media agency. “This just goes on to show that some things never change,” she quips.

    She goes on to observe that though the world around has changed, some media agencies are still stuck in a time warp. “Fortunately, many have broken out of the old mould. We started out in the face of resistance from many agencies but today, it is down. The highpoint for us is the way advertisers’ have stuck to their guns and brought us on board believing in the need for greater accountability and transparency.”

    With over 30 years’ experience which started with Lintas, Menon started India’s first audit and advisory in marketing services in 2003, and ever since, there has been no looking back.

    “Finance and procurement people love what we do. We have also earned the grudging respect of most media agencies – particularly those who believe in transparency. There are still a few who have problems with being audited by Spatial Access but this is more because of the extra income they make and not anything else,” she exults. 

    A media veteran himself, IPG’s Shashi Sinha lauds Menon’s courage to take the path less trodden. “It is credible of her and her team to hang in there. It was the first home-grown auditing agency and that speaks volumes for it,” he says. 

    It is credible of Meenakshi to start something like this and hang in there for so long, says Shashi Sinha

    Over the years, Spatial Access has widened its reach to include all aspects of marketing investment, right from media to production and BTL to digital. The company launched its digital audit service two years ago.

    “Advertisers are increasing their spends on digital but this is one area where most of the investment goes into improving agency profitability rather than delivering impact. The kind of margins made on digital are humongous. As a result, out of every rupee that the client spends on digital on an average, only 50 paise goes out to digital media. We need to separate the media costs from the costs of strategy and ideation. If we don’t, then our concern is that this too will go the way traditional media has – unless media cost transparency is mandated by publishers and media owners,” she says.

    Menon agrees digital is the way forward but is quick to give mass media its due. “Mass media will continue to be the engine of growth but digital media will become more effective, more so for certain categories. Our business will reflect ground realities and continue to be path breaking and innovative with great dependence on technology,” she says.

    Today, the company boasts of 150 clients across six countries, a staff of 40 full-timers with one of the lowest attrition rates in the industry, and a network that spans the entire Asia Pacific region.

    About her clients, Menon says: “I don’t want to disclose client names in the public domain but would like to take this opportunity to thank Kansai Nerolac managing director HM Bharuka, who was the first client to sign us on in November 2003. Nerolac is still one of our clients and we owe a permanent debt to Mr Bharuka for supporting an idea and a concept even before it became a service.”

    Apparently, the feeling is mutual. “Spatial Access’ expertise in the areas of planning and buying has helped us make informative and risk-free decisions that have optimised our budgets and brand campaigns. The team’s responsive nature has helped us stay cued into an ever-changing media environment, on issues affecting ad spends, media buying decisions and performance,” says Kansai Nerolac marketing and sales (decorative) vice president Sukhpreet Singh.

    Are there any regrets? Menon doesn’t have any and feels each drawback has been an opportunity in disguise. She says everyone who is part of the company knows they have a mission and not just another job.

     

    Sam Blasara wishes Spatial Access 10 more years of success

     

    What’s the future roadmap? The company is in the process of reinventing the entire service, to add the next level of complexity and sophistication. “We are working with technology partners to develop products and services that can be made available to 500 clients!” replies Menon adding: “Every marketer who wants to ‘understand and manage’ marketing investments is a potential client. We need to be able to offer something to every client, provided they want to hear the truth. Many clients would rather believe in fairy tales and this is something that needs to change. This is our mission for the next 10 years.”

    Like Madison chairman and managing director Sam Balsara who wishes Menon and her team a glorious coming ten years, we too hope the next ten will be better and bigger for Spatial Access.

  • After Mumbai, Fame rebranding to Inox commences in Bengaluru

    After Mumbai, Fame rebranding to Inox commences in Bengaluru

    BENGALURU: After commencing rebranding of Fame screens in Mumbai to Inox, it is the garden city’s turn now. Of the 73 multiplexes and 284 screens across 40 cities that Inox boasts of, 25 multiplexes with 94 screens belonged to Fame India.

    Inox has launched an extensive marketing campaign across print, outdoor, radio and digital activations across cities which have multiplexes under the Fame brand name. The campaign is being handled by Lintas.

    Speaking on the brand change at one of the Inox theatre’s in Garuda Mall in Bengaluru, Inox Leisure Limited (Inox) CEO Alok Tandon said, “In a country where movies are a way of life, we are grossly under-screened. Inox has been on a steady expansion mode through organic as well as inorganic growth on its journey to its current leadership position. Our goal is to maintain our leadership position by continuing our sustained momentum of growth. As we announce the brand change from Fame to Inox, we will continue to provide the best movie going offering to our guests and emphasise on our tagline ‘Live the movie’ experience as the complete Inox experience.”

    “All Fame mutliplexes are now 100 per cent 2K digital and 3D enabled,” he added.
    “We expect to complete the Fame rebranding to Inox across all the screens acquired by us over the next one to one and a half months. To begin with the brand change will be experienced by guests in Mumbai and Bengaluru followed by Kolkata and the remaining cities in a phased manner,” revealed Tandon to indiantelevsion.com.

    Tandon expounded that despite producing about 1,000 movies a year, India had only 10 screens per 10 lakh people as compared to European countries which have 35 screens per 10 lakh people and the US which has 125 screens per 10 lakh people.

    As mentioned earlier, besides plans to expand into cities like Greater Noida, Gurgaon, Jalgaon, Madurai, Jamnagar and Manipal as also increase the existing number of multiplexes in places like Lucknow, Raipur and Surat., Tandon explained that Inox is open to acquisition route for expanding its screens.

     

     

  • R K Swamy Media Group picks Vinish Joshi as VP- North & East

    R K Swamy Media Group picks Vinish Joshi as VP- North & East

    MUMBAI: Vinish Joshi has joined R K Swamy Media Group as vice president of North and East.

    He will be responsible for the integrated media offering of the company in these regions.

    Based out of New Delhi, Joshi will be a part of the management team at R K Swamy Media Group.

    R K Swamy Media Group president Sandeep Sharma said, “We look forward to Vinish strengthening our Delhi and Kolkata operations and growing the business. His marketing and media agency experience along with his understanding of digital media will help in enhancing our integrated media offering to clients.”

    Joshi said, “I am delighted to be given this opportunity and look forward to be part of an agency that has a clear vision of growth and a result oriented culture.”

    Joshi has over 19 years of experience having worked with Shaw Wallace,ABP and Spicejet on the client side and JWT, Lintas, Mediacom on the agency side.

    In his last assignment he was heading the Mediacom Delhi office for over six years.

    For the record, R K Swamy Media Group comprises of four units – Media Direction, Digital Direction, Hansa Media and Hansa Outdoor.