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Tag: LMG

  • Jyothy Labs-Henkel brings on board DDB Mudra Max and LMG

    Jyothy Labs-Henkel brings on board DDB Mudra Max and LMG

    MUMBAI: Jyothy Laboratories has awarded the media planning mandate for the recently acquired Henkel portfolio to DDB Mudra Max following a multi-agency pitch. LMG has been awarded the media buying duties for the same.

    The pitch saw participation from three of the firm’s roster agencies – DDB Mudra Max, OMD and LMG.

    Before the takeover, DDB Mudra Max was in charge of media planning for Jyothy Laboratories and LMG handled its media buying responsibilities. Henkel’s media buying and planning was handled by OMD.

    In view of this development, OMD’s responsibilities on the Henkel account have been split between DDB Mudra Max and LMG and it will no longer work on the account.

    Speaking to indiantelevision.com DDB Mudra Max president and head media NP Sathyamurthy said, “We have a decade long association with Jyothy Labs and it was our team’s wisdom on the business combined with our ability to provide end-to-end media planning solutions that worked in our favour.”

    The Mumbai office of DDB Mudra Max will be handling the account and Sathyamurthy will be in charge.

    In totality, the account is estimated to be worth Rs 1.50 billion.

    Last year Fabric whitener and detergent maker Jyothy Laboratories bought 51 per cent stake in Henkel AG‘s Indian arm for Rs 5.7 billion.

  • LMG takes full ownership of OOH firm Aaren Initiative

    LMG takes full ownership of OOH firm Aaren Initiative

    MUMBAI: Lintas Media Group (LMG) has bought out the remaining 50 per cent stake in Aaren Initiative to take complete ownership of the OOH firm.

    The purchase price was undisclosed by both the companies. The ten-year-old agency, set up as an equal joint venture
    between LMG and Aaren Advertising, had a roster of clients like Hindustan Unilever and Nokia.

    The agency will be renamed as Lintas Initiative Outdoor. LMG chairman & CEO Lynn de Souza will continue to be the chairman of the wholly owned agency.

    Speaking to Indiantelevision.com, de Souza said the management hierarchy will remain unchanged.
     
    Aaren Initiative had an annual billing of Rs 1.5 billion. It has
    offices in 28 cities and a network of over 100 employees.

    “Through this acquisition we hope to work with many more global clients and have made plans to invest in the right tools and people to transform Lintas Initiative Outdoor into a future ready OOH and retail player,” said de Souza.

    Lintas Initiative Outdoor MD, Hemanth Shah added, “The team shall have the independence to function and nurture non-network clients and the network clients shall experience seamless deliveries. The acquisition allows the company to plan holistic solutions and integrate them into its offerings right from creative to all-media.”

  • Mudra Max bags BPCL’s media account

    Mudra Max bags BPCL’s media account

    MUMBAI: Mudra Max has bagged media duties of state-run oil firm, Bharat Petroleum Corporation (BPCL).


    The account will be handled out of the agency‘s Mumbai office. Lintas Media Group (LMG) was the incumbent agency.


    BPCL called for a pitch in the month of August. Incidentally, the Fortune 500 company has Lowe — LMG’s creative agency — on its roster. LMG had won the account from MEC (Mediaedge:cia) in 2008.


    BPCL, one of the oldest public sector petroleum and refining organisations in India, calls for media and creative pitches every three years. In May, it had added Law & Kenneth to its existing roster of three incumbent agencies — Lowe Lintas, Saatchi & Saatchi and Euro RSCG. In the media pitch nearly 11 agencies participated; LMG, Maxus and MEC made it till the last round.
     
    In November 2010, Scarecrow Communications was hired by BPCL to handle its retail initiatives.
     
    Recently, Mudra Max has been on quite a roll, bagging the big accounts of World Gold Council and Ashok Leyland.
     

  • Headbanger’s Ball

    Headbanger’s Ball

    Usually my Sunday afternoon siestas are broken by Barking Boxer. He lives in the building behind ours and his weekly treat is playing cricket with his human friends on the street. He cheers loudly and unreservedly. Last Sunday, he went ballistic. The size of the ball in the narrowness of the playing area confused him and drove him ecstatic at the same time – that’s right, the kids next door had switched to footer.

    As had the whole country. Not just Kerala and Goa and West Bengal. Finally, cricket fever is abating. Forgive this terrible indiscretion, but I never could understand what millions saw in twenty two men in long pants chasing a tiny ball around a wide open field, every thirty excruciating seconds, and could keep at it for hours, even days, together.

    By now, the evidence that football fever has overtaken cricket is all over the place – the viewership figures of 5.2 million speak for themselves. In a couple of weeks, Intellect will tell us how much out of home television viewing occurred as well, and I would not be surprised if that added a good 50 per cent to the overall.

    Last Sunday gave us the unusual and perhaps unlikely occurrence of two awesome live telecast finals almost back to back. Not middle of the road pop music cricket, but the intense mastery of stroke making jazz music tennis at primetime, and the ultimate headbanger’s ball later that night. From the classy Federer sporting a pristine white jacket bearing his family insignia, to the crassness of a skirmish that a hero will regret all his life, the evening kept audiences glued to their sets.

    In sheer numbers, the total home viewing audience on July 9th in the top six cities went up by 33 per cent over the average Sunday (the average Sunday itself including a live telecast ODI cricket match between home team India and the West Indies at prime time on May 28). One and a half million more viewers were added, with the audience post 11 pm alone shooting up from 2.1 million to 4.1 million viewers. Average viewing minutes post 11 pm nearly doubled from 56 to 92 minutes.

    By now, the evidence that football fever has overtaken cricket is all over the place – the viewership figures of 5.2 million speak for themselves
    _____****_____

    The maximum increase percentage wise was observed among male children aged 4 to 14 years – at 43 per cent. Boxer’s friends sure had a well filled day that day. While the maximum increase in volumes was observed among the 35 plus. 3.75 lakh more men tuned in to watch television on Awesome Twosome Sunday, up from 9 lakh men over 35 in these six cities on an average Sunday in summer. Plus a whole lot more in pubs, clubs and friend’s places.

    And hold your breath – 3.34 lakh more women over 35 too! (One of them being me.)

    All in all it was a sports lover’s treat, of course, but not just limited to the sports lover. And that’s what makes this story all that more interesting. It holds out promise for all the other deserving but so far unsupported sport in this country. Add plenty of eye candy to the promotion of the sport, speed things up a bit, pour in millions of dollars, globalize the players keeping up with the worldly new definition of ‘home’, and who knows – twenty years down the line, Barking Boxer – or his progeny – could well be keeping time to hu-tu-tu.

    (With grateful thanks to aMap for the data and Deepa Menon of Intellect – LMG for the analysis).

    (The author is Lintas India Director of Media Services)

    (The views expressed here are those of the author and Indiantelevision.com need not necessarily subscribe to the same)