ITV

Tag: marketing

  • Speaker lineup at Goafest 2016 shows great promise

    Speaker lineup at Goafest 2016 shows great promise

    New Delni, 31 March: For those in the media, advertising and marketing sector, attendance at Goafest has become compulsory for the sheer number of people they get to interact with and perhaps finalise deals with.
    And this is apart from the knowledge imparted by veterans and even newcomers in these fields.

    Goafest 2016, which is less than a week away will come to grips with some of the major problems facing these sectors and speakers from across the sectors will give their viewpoint. The organisers promise that this year’sexemplary speaker’s line-up at Goafest is set provide an enriching experience by emerging as a great melting pot of ideas and vision.  

    Presented by the Advertising Club and AAAI, the Goafest ABBYs 2016 will be held from 7 to 9 April at The Grand Hyatt, Bambolim, North Goa.

    This year, industry stalwarts will include some innovators like Crispin Porter and Bogusky Strategy head Benny Thomas, FCB Global CEO Carter Murray, ace Indian filmmaker and television personality Karan Johar, and leading filmmaker and advertising guru and Mullen Lowe Lintas group Chairman R Balki.

    Sri Lankan Minister of Ports and Shipping and former cricket captain Arjuna Ranatunga will be seen in conversation with veteran journalist Rajdeep Sardesai,

  • Speaker lineup at Goafest 2016 shows great promise

    Speaker lineup at Goafest 2016 shows great promise

    New Delni, 31 March: For those in the media, advertising and marketing sector, attendance at Goafest has become compulsory for the sheer number of people they get to interact with and perhaps finalise deals with.
    And this is apart from the knowledge imparted by veterans and even newcomers in these fields.

    Goafest 2016, which is less than a week away will come to grips with some of the major problems facing these sectors and speakers from across the sectors will give their viewpoint. The organisers promise that this year’sexemplary speaker’s line-up at Goafest is set provide an enriching experience by emerging as a great melting pot of ideas and vision.  

    Presented by the Advertising Club and AAAI, the Goafest ABBYs 2016 will be held from 7 to 9 April at The Grand Hyatt, Bambolim, North Goa.

    This year, industry stalwarts will include some innovators like Crispin Porter and Bogusky Strategy head Benny Thomas, FCB Global CEO Carter Murray, ace Indian filmmaker and television personality Karan Johar, and leading filmmaker and advertising guru and Mullen Lowe Lintas group Chairman R Balki.

    Sri Lankan Minister of Ports and Shipping and former cricket captain Arjuna Ranatunga will be seen in conversation with veteran journalist Rajdeep Sardesai,

  • Channel V to launch ‘Mastaangi’ & ‘Sadda Haq’ season 2 in January

    Channel V to launch ‘Mastaangi’ & ‘Sadda Haq’ season 2 in January

    MUMBAI: Channel V is all geared up to launch two new shows in January namely Mastaangi as well as the second season of Sadda Haq. The two new shows will see its launch on 18 and 19 January, 2016 respectively.

     

    The love story Mastaangi will be aired from Monday to Saturday at 6 pm. The show transcends two lifetimes and is set against the backdrop of a college. The lead protagonists are shown as soul mates in past life but their love story comes to a tragic end with both of them meeting an untimely death. They meet again in a new life only to uncover the mystery of their past life and rekindle their love once again.

     

    On the other hand, the new season of Sadda Haq will be aired from Monday to Saturday at 6:30 pm and is set in a space research centre. The female protagonist Sanyukta will play the role of a scientist working on Mission Mars 2020.

     

    The launches are backed with a 360 degree marketing campaign across key markets and platforms, targeting the core audience. The new and current shows are also available on Hotstar.

     

     Speaking about the new launches, Channel V business head Kevin Vaz said, “Channel V has always made interesting shows exclusively for the youth audience of the country. The shows focus on anxieties and relationships of the young, consciously staying away from adult themes like post marital situations, hence the shows are well differentiated from the staple shows done by other GECs.”

     

    The channel has a few more shows in the pipeline, which will see its launch in February and March 2016.

  • ET Now welcomes New Year with ‘Outlook 2016’

    ET Now welcomes New Year with ‘Outlook 2016’

    MUMBAI:  ET Now is all set to welcome the New Year with an array of exclusive programming that will help investors across classes to analyze the performance of the markets and business in the year gone by and more importantly devise their strategy for the year ahead.

     

    Along with the sound perspective of the channel’s anchors, global and national experts like ace investor Rakesh Jhunjhunwala, market expert Ramesh Damani, Energy Consultants founder and chairman of FGE Dr. Fereidun Fesharaki, opinions from Morgan Stanley, Aberdeen Asset Management and other leading firms will also be featured through the week starting 25 December 2015 on Outlook 2016. The key highlight of the series is that the interests of investors across the spectrum will be addressed to ensure an authoritative point of view, reliable perspectives and overall sound investing advice.

     

    The Outlook 2016 special line up includes:

     

    TOP 10 OF 2015: ET Now will capture the headliners of 2015 through Top 10 of 2015. Anchor Supriya Shrinate will take the viewers through a roundup of all the major events, news and policies that impacted the financial circles during the year.

     

    Brand Equity Special: Ace anchor and host of the show, Sonali Krishna does a quick recap of everything that happened in the world of Marketing and Advertising in this special episode. Look out for all the stalwarts of the industry looking back at all the hits, misses and everything in between

     

    Big Bull on 2016: ET Now’s Financial Markets Chief Editor Nikunj Dalmia, will be seen in exclusive in a one-on-one conversation with Rakesh Jhunjhunwala to get him to share some expert views on why the year 2016 is slated to be the Mother of All Bull Runs.

     

    Market Makers Special: ET Now’s Nikunj Dalmia will speak to Ramesh Damani about his ideas, mantras and top tips for the New Year on market makers special.

     

    Global Outlook 2016: To answer every possible query on the global investor front, ET Now anchor Tanvir Gill will be seen interacting with elite global fund managers and market experts in a 5-episode series on Global Outlook 2016.The experts will share their thoughts on investor expectation for the year, the reforms and policies which could possibly attract international investments that drive the economy.

     

    The Big FII View: Tanvir Gill will present investment ideas on her show, The Big FII View. The views and ideas will be something unique as they will be coming in from scholars hailing from Aberdeen Asset Management, which is one of the biggest foreign institutes currently.

     

    Brokerage View– Morgan Stanley: Morgan Stanley is a name that needs no introduction and ET Now anchor Niraj Shah will bring a comprehensive 360-degree view on factors influencing the markets across multiple aspects directly from this leading investment house.

     

    View from the Deck: As we set sail off the shores of Mumbai, we try and figure out how far away is the horizon for Indian equities. Catch a slew of experts analyze the year ahead for equities as an asset class in 2016 with ET Now’s Ayesha Faridi.

     

    Investors Guide Special: To give a personalized view on finance for individuals, Faye D’Souza on a special episode of Investors Guide will lay down the path of different investment opportunities that viewers can look at.

     

    Hot Commodities Special: With the crude oil prices impacting the global economy and all asset classes, Dr. Fereidun Fesharaki, will interact with anchor Manisha Gupta and give his expert views on Hot Commodities.

     

    With the varied mix of programming catering to investors, influencers and anyone generally interested in the financial markets and the state of the economy, ET Now promises to capture the attention of all discerning viewers. Built on the foundation of speed, integrity and expertise, ET Now is all set to help the audience define their investing strategy for the year with the unique offering of Outlook 2016.

  • Ad Club modifies Effie 2015 Awards format

    Ad Club modifies Effie 2015 Awards format

    MUMBAI: The Advertising Club, which will be holding the Effie 2015 Awards on 27 January, 2016, has drawn up a slew of changes to the same keeping in tune with the changing times.

     

    For the first time, entries can now be submitted online. As an acknowledgement to the increasing importance of the startup ecosystem in India, a new category called ‘New Product or Service – Best Campaign for a Start-up’ has been introduced.

     

    The Digital Campaign category too has been redefined into the Integrated Marketing Category – a tacit nod to the evolution of the digital platform as an inclusion rather than extension of an ad campaign.

     

    The growing economic influence of small town India came to the fore as the erstwhile Rural Marketing category has been rechristened as Small Town and Rural Marketing Category. Though not renamed, the Healthcare Category also underwent a redefining exercise, to account for the increasing diversity of the segment. Barring the Best Ongoing Campaign, all other categories will now be eligible to compete for the Grand Effie.

     

    Commenting on these improvements, The Advertising Club president Raj Nayak said, “The Effies is the award that recognizes advertising effectiveness. To be able to do justice to its purpose, it is imperative that we recognize and integrate the changing landscape of advertising in India with the rules of the award. I am confident that the modifications that we’ve introduced this year will further streamline the purpose of Effies with the ground realities of advertising in India.”

     

    2015 Awards chairman Ajay Kakar added, “The advertising industry has grown from strength to strength since its inception in India. Not only has our industry grown in volume but also in terms of geographical spread. It is in recognition of this reality that, for the first time, Effie India will be organizing the first round of judging at Bangalore besides Mumbai & Delhi.”

     

    2015 Awards co-chairman Vikram Sakhuja opined, “What’s new in Effies is your work. Celebrate the fact that you did something creative, analytical, but always accountable. We love madness but love the method underlying even more. If you’ve done something that made you proud chances are we would love to see it. Let it rip.”

     

    The Effie 2015 Awards will be held at the Seaside Lawns, Hotel Taj Lands End in Mumbai. Campaigns that ran in India from 1 October, 2014 to 30 September, 2015 (12 months) are eligible for entry.

  • Best Deal TV seeks out women entrepreneurs with #WeRespect campaign

    Best Deal TV seeks out women entrepreneurs with #WeRespect campaign

    MUMBAI: Known for its celebrity brand endorsements, Best Deal TV was recently lauded for going ‘people first’ with its notable campaign on women empowerment. Best Deal TV now seeks out women entrepreneurs with the #WeRespect campaign Devised to shout out its new policy that offers women consumers to exclusively become its Direct Channel Agents (DCA), the campaign has already garnered a positive response.
    A DCA’s role is simple. “Their job is to book orders for us from our mobile app or paper catalogue. For every successful order best deal pays a commission to the agent. We will also handle the advertising training for the fulfilment of the order,” informs Best Deal TV, CEO Raj Kundra.
    Elaborating on the concept, Kundra says, “The idea was to empower women who were keen to create an income working from home or as a second job for further financial stability.” Given that the channel’s 70 per cent target group are women, the campaign can also surge up the viewership, Kundra feels.

    When asked how being a DCA for the channel would empower women, Kundra explains that the system works on simple commission basis.  “We pay very good commissions on each successful order and a DCA can build her army of sales personnel under her wing, making a commission even on their sales. The idea is with minimum headache to give maximum benefits to the DCA agents to become financially independent selling our exclusive and innovative products,” he adds.
    Having his wife and company shareholder, actress turned entrepreneur Shilpa Shetty Kundra as the face of the campaign also benefits greatly, Kundra admits. “Home shopping as a business runs on trust and credibility so having Someone like Shilpa and Akshay as faces and co-owners in the company makes a huge difference. Cricket and Bollywood are two things that help sell everything in India, and if used properly can be a winning combination, which is the founding thought behind our channel,” says Kundra.
    So far, Best Deal TV has released a TVC starring Shilpa Shetty Kundra titled ‘Women Empowerment’ which has garnered many queries. “The ad was made in house and conceptualised by our channel’s head Manish Dubey and executed by Nazar Abbas.,” Kundra says.

    Further explaining the channel’s marketing strategy, Kundra shares, “We have also done some targeted SMS blasts to our TG and we are using celebrity social media handles to get the message out there. We have allocated a sizeable budget to advertise in the market and create this model.”
    Besides OOH advertising, the channel is also looking at ground activation. “We will look at on ground activation. We have recently ties up with sheroes.in, India’s first female placement agency and have received many leads from them. We do talks at colleges on female empowerment NGO’s,” Kundra elaborates.
    It is interesting to note that while the campaign addresses women, the DCA offer is not restricted to the fairer sex alone. “We are not restricted to just women agents and the idea is to create a battalion of over 10,000 DCA’s across the country. Even if each books one order a day that’s 10,000 orders. My dependency on carriage of my channel is reduced,” Says Kundra further shedding light on his marketing strategy with this new initiative.

    Founded by Bollywood actor Akshay Kumar and Raj Kundra, Best Deal TV is an Indian celebrity driven 24/7 Home shopping channel that specialises in the sale of consumer products via innovative and immersive on and off screen experiences. The home shopping channel has multiple platform presence via TV, mobile, online and retail.

  • Sahara One targets LC1 and LC2 with new brand image and shows

    Sahara One targets LC1 and LC2 with new brand image and shows

    MUMBAI:  Hindi GEC channel Sahara One aims to strengthen its position in the ratings race armed with niche content and new packaging. Rebranded under the tagline ‘ Har Pal Manoranjan ‘, the channel is looking at mythology and crime as its USP.  The channels new brand identity new brand statement statement and look will be kick started with a new crime show Masterminds, from 23 November onwards.
     

    “When Trilogic Digital went into a Bulk Airtime Purchase and Distribution Agreement (BAPADA) agreement with Sahara One in April 2014, the channel didn’t have a distinct USP or what it stood for. Post which, we did an extensive research on what works for our target audience and who are watching us, and realised that we clearly needed a brand statement for the channel to be communicated to our viewers, and therefore the rebranding ensued,” informed Trilogic Digital Media Limited (TDML), COO, Shivani Jaisingh, giving a premise for the rebranding.

    When it comes to the packaging, Sahara One has kept its design classy, while using bright colours that bring our a connect with its Indianness. Designed by Kolahoi Media, the trademark logo has a new look with a gamut of colours and the name of the channel in a new font. The multi-colour interface is a key component of the channel which personifies its identity and vibrancy. Right from promo bugs, transition windows, sponsor windows to the tickers, each element will propagate the brand philosophy of being fresh, innovative and progressive. Har Pal Manoranjan signifies the new brand promise of providing colossal entertainment.

    Explaining the new content strategy for the channel, Jaisingh said, “We are taking a distinct position on mythology and crime related shows and won’t be catering to all genres. Given that mythology, and crime especially, are working for our target group, we plan to dedicate a prime time band to the genre calling it ‘Prime Crime’, with two new shows launches. Apart from this we will also launch a new show Behula based on Bengali mythology sometime soon.”

    The two new shows that Sahara One will be launching under its new ‘Prime Crime’ band, Sahara One are– CBI Files and the above mentioned Mastermind. Behula will air in the afternoon band, Both CBI and Behula will hit the television airwaves in December.  TDML, being a content producer itself, is responsible for the creative content for the shows from its newly set up production office in Noida.
     

    The decision to rebrand and offer niche content also came in the wake of the BARC India ratings inclusive of rural data, indicating that this the perfect time for the channel to rebrand and reach out to the LC1 and LC2  market. “BARC’s rural data has given us a wakeup call and changed our lives. Hence the timing for the rebranding is absolutely right for us as our viewers is pretty much the same demographic and consuming our content for quite a long time. Our rebranding is targeted at them,” informed Jaisingh.
     

    Jaisingh delves deeper into the question of the channel’s target audience to explain how BARC ratings have prompted them to take the call for the revamp. “As per our research, most of our viewership comes from MP, UP, Bihar, Haryana, with some presence in Delhi. It’s basically the Hindi Speaking Market and North. These areas are pretty much single TV homes where the remote gets passed around, and prime time is male dominated. Therefore we see the crime shows working well for that demography.  We have kept to mythology and some repeats when women are watching,” Jaisingh elaborates.

     

     

    She further added, “We have made heavy investments in both distribution and programming. And thanks to BARC we have seen a sea change in the hierarchy in channel rankings. We plan to capitalise on that and enter the race with full gusto.”

    The timing also makes sense in terms of digitization that is in progress. Jaisingh  informed  indiantelevision.com that TDML is ready to reap the fruits of digitisation and is awaiting the completion of DAS Phase IV. In fact, a part of the revamping also sgetting more cable operators and MSOs on board.

    Under the BAPADA agreement, TDML is to invest in Sahara One in terms of distribution, marketing and programming content for the channel which allows it to collect the revenue the channel makes from advertisements and subscription as well. The rebranding and the launch of the new shows are big advantages for TDML.

    “For existing viewers, we are using promos to inform them of the rebranding. When it comes to marketing, we are concentrating mainly on the digital platform, as that’s where we need to have a presence that was missing for a very long time. We are concentrating on bringing new and younger viewers on board with that,” Jaisingh highlights their current marketing strategy. “Brand to brand approach is what TDML is going for,” Jaisingh adds.

    Right from production, execution to marketing, the channel is spending big money on rebranding itself. In fact, according a source close to the development, approximately Rs 5 crore will be burnt towards marketing, for the rebranding as well as the three new shows that are to launch.

     

    Considering the investment amount, a hike in advertising revenue seems logical. “We are keeping our fingers crossed but we expect a 30 per cent increase in our advertising revenue. In terms of subscription and international distribution, we have some interesting plans that we will announce soon,” Jaisingh concludes.

  • Swachh Bharat, National Anthem, Amitabh Bachchan to dominate Pro Kabaddi 2 marketing blitzkrieg

    Swachh Bharat, National Anthem, Amitabh Bachchan to dominate Pro Kabaddi 2 marketing blitzkrieg

    MUMBAI: Bollywood’s quintessential superstar Amitabh Bachchan is emerging as the flag bearer of Star Sports’ Pro Kabaddi League season 2 marketing blitzkrieg. It all began with Bachchan composing and singing the anthem song ‘Le Panga’ for the league. Star India converted the entire recording studio voyage to a television commercial (TVC) and is telecasting it across its network.

     

    However, Bachchan’s contribution to the marketing campaign of Pro Kabaddi League season 2 is not just limited to the anthem that he composed and sung. This year, the tournament has integrated with many national awareness initiatives and special importance has been given to the Indian National Anthem. Bachchan will mark the beginning of Pro Kabaddi League season 2 not by lighting lamp but by crooning the National Anthem of the country.

     

    “Every match will start with the Indian National Anthem and we are delighted to announce that in the first match MrBachchan will sing the national anthem and mark the opening of the tournament. Kabaddi is a homegrown sport and pride and honour is deeply associated with the sport,” said Star Sports head NitinKukreja.

     

    Speaking to Indiantelevision.com Pro Kabaddi initiator and Mashal Sports director Charu Sharma said, “Last year also we wanted to have renowned singers on board to start matches by singing National Anthem, but it wasn’t possible and we played the instrumental version of it. This year, we will have many significant dignitaries and Amitabh Bachchan is one of them. To start with him was pre-planned and his personality is one of the reasons behind it.”

     

    International Kabaddi Federation president Janardhan Singh Ghelot opined, “For every Indian whenever the national anthem is sung in a sports event, it’s a matter of pride and honour and Kabaddi is a sport with pride and honour enthralled in it throughout. So the National Anthem is the best way to kickstart the league. Kabaddi always made India proud but no one was aware of the achievements of Indian Kabaddi players. Thanks to Mashal Sports, Charu Sharma, Nitin Kukreja, Star India Team and all their initiatives that the sport and the players got global recognition. The day Kabaddi will find a spot in Olympics, my dreams will turn true.”

     

    According to a source close to the development, Star India is said to have paid Bachchan approximately Rs 2.5 crore for the ‘Le Panga’ campaign. However, the source also informed that Bachchan did not charge for the National Anthem appearance.

     

    The tournament also stretched its arm to shake hands with Prime Minister Narendra Modi’s ‘Swachh Bharat’ campaign. In a silent support to the campaign last year, Star in one of its TVCs opposed throwing waste on the roads in a creative way. “This year, we are actively part of it. We decided to join the campaign and push it actively. We need a cleaner India, we need to stop throwing waste in the middle of the road. There are waste paper baskets to throw garbage and so we decided to talk about it more this year. We will talk about the campaign across every medium,” added Sharma.

     

    The tournament’s last year record may emerge as the biggest challenge this year. If Pro Kabaddi League 2 fails to garner more than 435 million viewers, will it affect the brand value and pose a question mark over the sustainability? Terming last year’s record as a compliment rather than a challenge, Sharma said, “I don’t take it as a challenge. Last year the tournament was over before people got into it. This year, people are waiting for it so I expect it to grow bigger and better.”

  • Assam Tourism to spend Rs 15 crore towards marketing and brand building

    Assam Tourism to spend Rs 15 crore towards marketing and brand building

    BENGALURU: In a bid to attract more domestic tourists to the state, Assam’s Tourism Department plans to spend around Rs 15 crore towards a 360 degree campaign that will include television commercials over the next six months or so. The department has already shortlisted as few agencies and will shortly complete its selection process before the end of this month reveal travel and tourism industry sources.

     

    “We are looking at print advertising, advertising at airports, on railway tickets, on social media, radio, television, outdoor, through roadshows such as this one, etc.,” said Assam Government Commissioner & Secretary, Tourism  Department Ashutosh Agnihotri to www.indiantelevision.com. Agnihtori was a part of Assam Tourism Department’s roadshow at Bengaluru.

     

    “We had budgeted around Rs 12-13 crore, but this figure can go up to Rs 15 crore towards marketing and brand building over the next six months. Until the end of the financial year, if, required, we will spend even more, maybe up to Rs 20 crore,” revealed Agnihotri further.

     

    Exhorting Kannadigas to visit Assam, Assam MP Gaurav Gagoi, who made an impromptu visit to the roadshow, ran the audience through the route followed by some of his relatives from the UK who had recently toured Assam.

     

    During 2014-15, Assam’s domestic inbound tourist flows stood at 45,00,000 while overseas tourist flow was at 25,000.

     

    To tap niche tourism opportunities, Assam, which accounts for about 60 per cent of the national tea production and 80 per cent of the country’s export, will promote its tea estates making way for travelers to enjoy and experience the craft of tea making. Tourists will get to reside in the quintessential British era bungalows within the estates, enjoy their cuppa and delve into the history behind this industry. There are close to 800 major and 60,000 small tea estates spread across 300,000 hectares in Assam employing 17 per cent of the state’s workforce.

     

    An added attraction will be the “tea-tees” or golf courses in tea estates which are a class of their own. There are approximately 20 such zones in Assam. As part of legacy of the British planters of yesteryears, besides very classic clubhouses for post-golf sessions, some estates even house airstrips for tourists to arrive and take off in chartered aircrafts.

  • Q3-15: Marico marketing spends up 14%, PAT up 18%

    Q3-15: Marico marketing spends up 14%, PAT up 18%

    BENGALURU:  Indian consumer products company in the beauty and wellness space Marico Limited (Marico) spent 14.1 per cent more towards advertisement and sales promotion (ASP, marketing) in the quarter ended December 31, 2014 (Q3-2015, current quarter) at Rs 153.02 crore (10.5 per cent of net Total Income from Operations or TIO) as compared to the Rs 134.08 core (11.2 per cent of TIO) corresponding year ago quarter (Q3-2014), but 8.6 per cent lower than the Rs 167.47 crore (11.7 per cent of TIO) in the immediate trailing quarter (Q2-2015).

    Notes: 100,00,000=100 Lakhs = 1 crore = 10 million

    During the 12 quarter period starting Q4-2014 until the current quarter, the highest amount spent by the company towards ASP was in Q1-2015 at Rs 192.18 crore (11.8 per cent of TIO). The company’s highest ASP spend in terms of percentage of TIO was in Q3-2013 at 14.1 per cent (Rs 152.82 crore). While in absolute rupees, ASP shows a linearly increasing trend during the 12 quarters under consideration, in terms of percentage TIO, the trend declines linearly during the same period. Please refer to Fig A below.

    Marico’s TIO in Q3-2015 at Rs 1452.23 crore was 21 per cent higher than the Rs 1200.69 crore in the year ago quarter and was 1.5 per cent more than the Rs 1431.17 crore in Q2-2015. The highest TIO reported by the company during the 12 quarters under consideration was in Q1-2015 at Rs 1623.13 crore. TIO shows an increasing linear trend during this period. Please refer to Fig B below.


    PAT in Q3-2015 at Rs 159.88 crore (11 percent of TIO) was 18.1 per cent more than the Rs 135.37 crore in Q3-2014 and 35.2 percent more than the Rs 118.26 crore (8.3 percent of TIO) in the previous quarter.  During the 12 quarters under consideration, PAT shows an increasing linear trend both in terms of absolute rupees and in terms of percentage of TIO.