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Tag: Madison

  • Mindshare and HUL partnership dominate Emvies 2016

    Mindshare and HUL partnership dominate Emvies 2016

    MUMBAI: The Hindustan Unilever and GroupM’s Mindshare India partnership has proved  to be as good as gold – yet again.

    For the second year in succession, the WPP group outfit walked away with the Agency of the year Emvies award  with a solid unbeatable 395 points in its bag.  That was courtesy the eight gold, 18 silver and  fifteen bronze metals it pocketed.

    There are no prizes for guessing who the client of the year was: Hindustan Unilever.

    With seven bronze, fifteen silvers and 11 golds, Hindustan Unilever maintained a massive lead over everyone else with its 310 point tally.

    Straggling several laps behind was PepsiCo with just 75 points; yes, that’s how one sided Emvies 2016  results were. But to Pepsico’s credit, it along with GroupM, snared the  grand Emvie for Best Integrated Campaign in Consumer Products :  ‘when consumers became co marketers.’

    Surprisingly, Mindshare did not take its Emvie wins lightly, considering the fact that it had already bagged the  Cannes Lions 2016 Grand Prix  with its work on Brooke Bond Red Label  Six Pack Band. Theirs were  the loudest cheers heard during the evening.

     

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    The Pepsico-Mindshare combine pocketed the Grand Emvie

    If one were to go by metal tally, the second best media agency at Emvies 2016 was Lodestar UM with six gold, three silver statuettes and three bronze. Its point tally: a pale 135.

    The third placed agency – though it tied with Lodestar on the points tally of 135 – was Maxus with four gold, five silver and five bronze.

    Commenting on the wins Mindshare south Asia CEO Prasanth Kumar said:  “The awards are a direct result of the effort and hard work put in by each and everyone in the team. We at Mindshare believe in recognizing our employees’ skills and commitment, which is further driven to a level of aspiration that leads to rewarding experiences such as the Emvies. Winning these awards by such a large margin is not only a testimony to our accomplishments so far, but also significantly adds to the quality of service we intend to deliver. Creating ground-breaking innovations and strategies has been Mindshare’s forte and this has kept us at the forefront in the industry.”

    Added  GroupM south Asia CEO CVL Srinivas:  “GroupM agencies have had a dream run at the Emvies this year like most other years. I must first of all congratulate our clients who push us to keep raising the bar year after year. Clients who believe in innovation and back our teams to take risks are the ones who win and in turn help us win. Our teams have worked very hard to keep delivering client delight year after year. We have a strong HR and Talent management culture at GroupM and on days like this we realize how important it is to keep the focus on talent development.”

     

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    Hindustan Lever walked away with the client of the year Emvie

     “In today’s day and age of extensive media exposure, the greatest challenge is to create clutter breaking communication that is impactful, optimal and delivers the brand message,” exclaimed Emvies committee chairperson Punitha Arumugam. “ As always this year too at the EMVIES we have seen works by media agencies that have not only been pioneering and engaging but also helped change mindsets and helped drive resonance for the brand.”

     “The response to EMVIES this year have been the highest ever with record number of entries clearly indicative of popularity of the awards,” pointed out EMVIES Committee co-Chairperson Vikas Khanchandani, “The works entered has been extremely encouraging and impactful showcasing the changing dynamics of both clients and agencies towards curating campaigns through content to deliver ROI, outreach and execution scale.”

    In his welcome address,  The Advertising Club President Raj Nayak said “In its 16th year. The EMVIES has grown from strength to strength and this year has established a new record in the number of entries. With a jury consisting of over 225 media professionals and clients with judging held across Mumbai, Bangalore and Delhi, this has been a mammoth exercise in making the process transparent.”

  • Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    MUMBAI: Tiago, the new hatchback from Tata Motors with cutting edge design, technology and driving dynamics was recently launched with a clutter breaking OOH campaign.  Platinum Outdoor, the AOR for Tata Motors planned and executed the entire campaign across 70 plus cities/towns in metros, tier II and tIII cities.

    The campaign had two phases: The  first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable the consumers to experience the car.

    On the day of the launch the agency conceptualized a clutter breaking idea to highlight different features of the car through larger than life installations at multiple locations.  Some of these include, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi’s cut-out and a Tiago Zone at one of the busiest junction in Mumbai.

    Platinum Outdoor CEO Dipankar Sanyal said, “Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets.”

  • Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    Madison OOH Platinum Outdoor’s clutter breaking campaign for Tata Motor’s Tiago

    MUMBAI: Tiago, the new hatchback from Tata Motors with cutting edge design, technology and driving dynamics was recently launched with a clutter breaking OOH campaign.  Platinum Outdoor, the AOR for Tata Motors planned and executed the entire campaign across 70 plus cities/towns in metros, tier II and tIII cities.

    The campaign had two phases: The  first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable the consumers to experience the car.

    On the day of the launch the agency conceptualized a clutter breaking idea to highlight different features of the car through larger than life installations at multiple locations.  Some of these include, blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi’s cut-out and a Tiago Zone at one of the busiest junction in Mumbai.

    Platinum Outdoor CEO Dipankar Sanyal said, “Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets.”

  • Madison OOH re-structures top management team

    Madison OOH re-structures top management team

    MUMBAI: Madison Communications’ outdoor arm Madison OOH has re-structured its senior management team, which will come into effect from 1 November, 2015.

     

    As a part of this re-structuring, MOMS COO Dipankar Sanyal had been promoted to Platinum Outdoor CEO. Sanyal has over 20 years of experience with outdoor and has been with the agency for the last 11 years. Before joining Madison, he worked with Vantage, Out-Sel, Portland, Zenith Media and RK Swamy.

     

    Replacing Sanyal as MOMS COO will be MOMS west & south vice president Jayesh Yagnik. With over 15 years experience, Yagnik has been with MOMS for 12 years now. He joined the agency as an assistant manager and gradually rose to the top.

     

    Stepping into Yagnik’s shoes as MOMS west & south vice president will be current MOMS west general manager Neeraj Ved. He has been with the agency for almost 10 years and joined as a management trainee.

     

    MOMS north & east vice president Krishnendu Ghosh has been upped as Madison OOH national buying head. Ghosh has total outdoor experience of 15 years, out of which 13 have been with Madison.

     

    Madison IES general manager Saumen Roy has been promoted as VP of the agency. Roy has been with the agency for the last five years and has been driving it ever since. Before joining Madison, he worked with JWT, Ogilvy, 360 degrees and Linterland.

     

    Madison OOH CEO Soumitra Bhattacharyya said, “At Madison, we are a meritocracy and strongly believe in recognising and rewarding our home grown talent. The strong leadership team we have now put in place will help Madison OOH delight its existing clients by establishing new bench marks in service and quality standards and achieve aggressive growth as a by product.”

     

    The Madison OOH team will be further empowered with Madison Media & OOH group CEO Vikram Sakhuja, who took charge from 19 October.

  • 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.

  • Abby Awards: Linen Lintas wins grand prix for Dabur Vatika campaign

    Abby Awards: Linen Lintas wins grand prix for Dabur Vatika campaign

    GOA: Lintas Group’s Linen Lintas won the grand prix at the Abby awards that were held at the 10th edition of Goafest. The agency won the metal in the Direct Campaign using any two form, for Dabur Vatika premium shampoo. 

     

    The tagline of the campaign was Brave and Beautiful. The award was handed over to Linen Lintas by ad man Prasoon Joshi. 

     

    TBWA Sri Lanka was the only international winner on the second day of the Abby awards. 

     

    The radio category saw Contract Advertising and Scarecrow Communications as dominants with 11 and 12 metals respectively. Jury head and Contract Advertising NCD Ashish Chakraborty said, “We had more entries this time, which is an encouraging sign but I must say that as a jury, we were underwhelmed as the surprise quotient was completely missing. The quality of writing was good, production quality was also there but we need to push ourselves more. Internationally there is much better quality of work and we also need to get inspired and improve ourselves.”

     

    The broadcast category jury was led by IBN 18 Network CEO Avinash Kaul. A total of 14 Golds, seven Silvers and five Bronze metals were given away in the category. With four Golds, Colors and Viacom 18 were the most prominent in the category. The quality of work in the category was very good as more Gold metals were bestowed than Bronze and Silver. Big Boss, Code Red and Udann Bindas Play were amongst the winners across various categories.

     

    Print Craft and PR were amongst the other categories for which awards were given to various winners.

     

    Click here for the list of winners

  • TV ad spends to grow to over Rs 15,500 crore in 2015: Pitch Madison report

    TV ad spends to grow to over Rs 15,500 crore in 2015: Pitch Madison report

    MUMBAI: 2015 seems to be an exciting year for television spends. According to the Pitch Madison report, in 2015 television spends are projected to grow to over Rs 15,500 crore, up from Rs 14,158 crore in 2015, showing a growth of 9.5 per cent.

     

    The report further states that for last year, television grew by 14 per cent on par with its projected growth rate of 15 per cent and maintained its contribution to the total advertising pie at 38 per cent. TV advertising, which grew by approximately Rs 1,700 crore, saw two giants – the elections and the e-commerce segment spending in excess of Rs 1,050 crore.

     

    This year’s biggest sports extravaganza, the International Cricket Council (ICC) Cricket World Cup 2015 is expected to bring in revenue of Rs 1,000 crore of which Rs 500 crore is likely to be additional revenue. The balance will be part of organic growth across segments like BFSI, telecom, consumer durables, automobiles and others.

     

    With regards to new channel launches, the report states, “The Hindi general entertainment channel (GEC) space saw three launches – Zindagi, Sony Pal and Epic and the re-positioning of Big Magic as a national channel last year. 2015 is expected to see the trend to continue with many more new channel launches from existing networks. This increased inventory supply will in turn lead to a hike in advertising revenue.”

     

    With the government extending the deadline for phase III of digitization, the increased penetration of digitization will also see increased spending not only on SD and HD channels but also on niche channels. The report also mentions that the facility of geo targeting ads on TV (as seen recently with Star picking up the initiative for the World Cup) will pull in more premium, local and retail advertisers. E-commerce along with marketers of mobile social apps are expected to continue their intensive push through higher advertising spends.

     

    The report also mentions that while Hindi GECs contributed nearly 27 per cent of their overall TV revenue and continue being the leaders, a change in the order saw Tamil Cable and Satellite (TN CS) garnering the second largest chunk of ad revenues, as it grew from 7.2 per cent to 8.5 per cent in 2014, thereby overtaking Hindi news channels.

  • Our content will cross borders, says Mahesh Samat

    Our content will cross borders, says Mahesh Samat

    MUMBAI: After a wait for almost an year, Mahesh Samat’s Epic will finally see the light of day on 19 November.

    The news of the former Disney executive launching Epic Television Network first broke in 2012 and was supposed to launch the channel by August 2013. However, due to the delay in getting the licence from the Ministry of Information and Broadcasting, the venture backed by Anand Mahindra , Mukesh Ambani and Rohit Khattar, focusing on Indian history, folklore and mythology, had to wait a long time to entertain the audiences.

    As per media reports, Mahindra and Ambani each have a 25.8 per cent stake in the company and together have financial control. Also, there is an initial commitment of Rs 100 crore from the group of ‘angel investors’. Samat has a 48.5 per cent stake in the venture, as per the company’s filing with the Registrar of Companies (RoC).

    The HD pay channel, also available in down-scaled SD version, aims to change the way entertainment is being categorised today. “We are not what people think and call ‘general entertainment’. We are a brand that stands for something which Indian television industry doesn’t have,” says Samat while adding that Indian history has numerous stories to tell and that’s what the channel will do.

    Someone who has keen interest in history, Samat believes there are enough people in urban India who want to watch mythology and know about the historical aspects of the country. The channel, though slightly male skewed, while conventional GECs are heavily female skewed, wants to entertain the whole family.

    With months of research gone into creating the fictional shows like DharamaKshetra, Dariba Diaries as well as non-fictional shows like Adrishya, Raja, Rasoi aur anya Kahaniyaan have been shot in HD and sound recording is on 5.1 Dolby. “Technology is changing the way we tell stories today,” says Samat and highlights how it has also collaborated with Mumbai University and other institutions to help with the facts.

    The channel is working with a new-breed of producers like Bolt Media, Green Light Production, Pride Rock Television among many others, who are willing to take a contemporary take on age-old stories. The research was done by the production houses with the channel’s help. “We got enough creative freedom from the channel,” says a producer of a show soon to be aired on the channel and adds, “The cost of production is higher than that of a show on other channels, but one needs to know how to utilise and make the best of the resources available.” As per industry sources, the cost of production of a show could range from anything between Rs 12 lakh to Rs 20 lakh per episode.

    The shows are finite with most of the shows comprising 20+ episodes and will also see filmmakers like Pankaj Prashar creating content for the channel. “Today a lot of filmmakers want to enter the big world of the small screen. However, most of them don’t have time for infinite shows. Here we are giving them an opportunity to tell stories in a short period of time,” says Samat.

    “And depending on the response and love we get from the audiences we will look at bringing back the show through various seasons,” he adds. Samat believes in changing the way industry works today. “We don’t want to stretch story lines. Everywhere else in the world, seasons work. It’s time we did too.”

    That’s not all; he believes that the content will be so rich and unique that it can be sold to the world. “International syndication is important to me and I want to take our stories to the world,” says Samat. The channel has already got a good response from buyers at MipCom where it showcased the content and Samat believes that before the next edition, the content will have enough takers. “We will not just focus on conventional markets but non-conventional markets as well,” he adds while highlighting that as a pioneer he and his team of 40 have to take risks and go an extra mile to stand out of the crowd. YRF TV’s former head Ravina Kohli is the development head and Aparna Pandey is the business head who also takes marketing decisions.

    The channel will go on air with 13 to 15 shows which will be weekly with the primetime being from 8:30 pm to 11 pm. The morning and afternoon slot currently will show repeats. The channel plans to acquire historic films and programmes as well, which will be aired mostly on the weekends. “As our library grows, the FPC will change too,” he pin points.

    So far, the channel has got no advertiser on board; however, talks are on. “We want to give a week or two for brands to see the content and how they can relate with our philosophy,” says a confident Samat, who feels many will come on board soon. “We are not an AFP driven channel,” he says.

    Media planners too believe that brands will want to watch the content. “No one wants to take a risk,” says a media planner. He adds, “Lifestyle brands will hop on board. However, Reliance and Mahindra brands are always there.” However, several feel that the channel will take time to create a niche of its own as viewers still want to see daily soap operas.

    With a pan-India approach, the channel will be distributed and syndicated by IndiaCast. “Talks are on with all the major DTH players as well as cable operators in DAS area,” says IndiaCast group COO Gaurav Gandhi.

    Subscription rate for the HD channel is Rs 55 while SD will be available at Rs 10.5.

    Beamed off Intelsat 20, the channel will soon start the marketing regime. General entertainment channels (GECs), news as well as other genres will be targeted along with major dailies in the metros. Major hoarding sights will be targeted as well with a lot of focus on digital. Currently, on Youtube, the channel has 1530 subscribers and the first look of the channel has got more than 1.2 million views.

    “Our content will be available online, but will come at a cost,” informs Samat.

    Madison is the media agency while Jack in the Box is the digital agency. Dynamite is the creative agency, though a lot of creatives are done in-house as well.

     

    The channel has entrusted revenue monetisation to Helios Media which has emabrked on seeding the channel in advertiser market. “Everything about Epic is unique. And those with futuristic view will be on board soon,” says the agency’s MD Divya Radhakrishnan.