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Tag: Mogae Media

  • Shyam Steel unveils new TVC with Sonu Sood

    Shyam Steel unveils new TVC with Sonu Sood

    Mumbai: The leading producer and manufacturer of primary TMT bars, Shyam Steel, has launched a new TVC campaign featuring Sonu Sood. Created by Mogae Media and directed by Vaibhav Misra, the TVC comes as an extension of Shyam Steel’s “Maksad Toh India Ko Banana Hai” campaign.  

    Sonu Sood has become the heartthrob and role model of the nation through his humanitarian effort to help out the people in dire straits throughout the nationwide lockdown. The association between Sonu Sood and the brand reflects upon the same core value, i.e., helping people realize their dreams and build long-term relationships. The TVC campaign will be promoted through a 360-degree approach. Led by digital platforms, the TVC will be showcased on news and GEC channels in TV & cinema halls. This will be followed by outdoor and print campaigns to sustain the communication till the festive season.   

    It aims to send across the brand message that Shyam Steel will assist people in achieving their dream as steel is just an offering, but the idea is to build the nation.  

    The TVC represents the strength, flexibility, and faith of the masses with the thought that steel is just an offering but building the nation is the larger goal. Achieving one’s dream epitomises perseverance, strength and determination, which are also affiliated with Shyam Steel’s core brand philosophy. The TVC reflects on this thought process that when your dream home is built with Shyam Steel flexi-strong TMT rebars they represent a correct balance of strength and flexibility.

    The TVC campaign showcases Sonu Sood at a construction site of a high-rise building where he shares his experience in achieving his dream. When one’s dreams are built upon a strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable. Through this TVC Shyam Steel drives across the message that the company just doesn’t sell steel but assists in building the nation on a long-term basis.

    Speaking on the TVC campaign launch, Shyam Steel director Lalit Beriwala said “The campaign narrative embodies the principle of what Shyam Steel stands for as a brand. We at Shyam Steel aim to build the nation by assisting people in building their dreams. The TVC reflects the brand’s thoughts in connection with Sonu’s exemplary work in assisting people to achieve their dreams. Through this campaign, we are looking to establish a deeper connection with our target audience.”

    On associating with Shyam Steel on the TVC, Sonu Sood said “It was a wonderful experience working with Shyam Steel. Through this TVC we look forward to inspiring people to pursue their dreams and also establish the brand to connect with the audience.”

    Speaking on the ideation of the campaign Mogaé Media creative director Harish Arora said “With Shyam Steel Flexi Strong TMT bars TVC, we’ve tried to ignite the dreams of millions of youth in this country. The youth of today is well prepared to reach the pinnacle of success in the new India. And rest of the glory was added by the exceptionally polished actor and a great human being – Sonu Sood.”

  • Sandeep Goyal to take over as the managing director of Rediffusion

    Sandeep Goyal to take over as the managing director of Rediffusion

    New Delhi: Advertising agency Rediffusion founders Diwan Arun Nanda and Ajit Balakrishnan on Monday announced their decision to step back from the day-to-day management of the ad agency.

    Mogae Media founder and chairman and industry veteran Sandeep Goyal, who served as president of Rediffusion  from 1997 to 2001, will take over as the managing director.

    The 48-year-old agency has been acquired by Goyal led Integrated marketing and communications agency Mogae Media which was set up in 2012. The deal also includes sibling agency Everest Brand Solutions.

    While Nanda will continue to mentor the agency and will stay on as chairman, Balakrishnan will step back from all day-to-day operations here. “He will focus his attention on Rediff.com, the technology world and public service and will be always available to Rediffusion for any guidance it may need going forward,” said the agency in a statement issued on Monday.

    One of the largest independent full service ad agencies, Rediffusion was set up in July, 1973 by Diwan Arun Nanda, Ajit Balkrishnan, and Mohammed Khan. In 1994, agency holding network WPP had acquired Rediffusion and merged it with US agency Young & Rubicam (Y&R) to form Rediffusion Y&R. In 2018, Nanda and Balakrishnan gained 100 per cent control of the agency to become an independent entity once again.

    Over the years, it has created some of India’s most iconic and memorable advertising for brands like Jenson & Nicholson, Eveready, Parle, Garden Vareli, Godfrey Phillips, Tata Tea, Lakmé, Telco (Tata Motors), Colgate Palmolive, Citibank and Maruti Suzuki.

    It was also credited for launching the brand Airtel in 1995. The agency currently works with Tata Sons, Parle, Tata Trusts, Tata Motors, State Bank of India, Liebherr, Larsen & Toubro, Brookfield, PGIM, Orra, Eveready, Dey’s Medical, Sulekha, Danone, Sun Pharma, Dr. Reddy’s, Audi India and many more.

    “Rediffusion has been known over the years for ‘advertising that became famous and part of the language and the culture of the people’, and helped brands build long term, and lasting equity with consumers”, said Rediffusion chairman Diwan Arun Nanda on Monday.

    ‘Whenever you see colour, think of us’ for Jenson & Nicholson was a path breaking campaign. So was ‘Hum Red & White peene walon ki baat hi kuchh aur hai’ for Red & White cigarettes, ‘Annu taazgi de de’ for Tata Tea, ‘Gimme Red!’ for Eveready and the recent ‘Isko laga dala, toh life jhingalala’ for Tata Sky. Rediffusion was also responsible for creating the cult ad film featuring AR Rahman, with the very memorable Airtel brand tune that has had the highest number of downloads in history.

  • Sandeep Goyal led Mogae Media to acquire Rediffusion

    Sandeep Goyal led Mogae Media to acquire Rediffusion

    New Delhi: Integrated marketing and communications agency Mogae Media is all set to acquire independent advertising agency Rediffusion.

    The deal also includes sibling agency Everest Brand Solutions.

    Rediffusion was launched by Diwan Arun Nanda, Ajit Balkrishnan, and Mohammed Khan in 1973. In 1994, agency holding network WPP had acquired Rediffusion and merged it with US agency Young & Rubicam (Y&R) to form Rediffusion Y&R. In 2018, Nanda and Balakrishnan gained 100 per cent control of the agency to become an independent entity once again.

    It is learnt that post the current acquisition, Mogae Media founder & chairman Sandeep Goyal will take over as the managing director of the agency. Goyal was president at Rediffusion (Rediffusion Y&R) between 1997 and 2001, after which he left the firm to become Zee Group’s chief executive officer. He had exited the Zee Group a year later and entered into a joint venture with dentsu to become its group chairman. In 2011, he sold his stake and launched Mogae Media.

  • Sonu Sood holds forth on nation building in Shyam Steel TVC

    Sonu Sood holds forth on nation building in Shyam Steel TVC

    NEW DELHI: Shyam Steel India has launched a TVC campaign Maksad Toh India Ko Banana Hai with the brand message that steel is just an offering, but the idea is to build the nation. The ad film stars brand ambassador Sonu Sood in the lead and has been created by Mogae Media.

    Through this TVC, Shyam Steel India represents strength, flexibility, and faith of the masses with the thought process that steel is just an offering, but the ultimate idea is to build the nation. Roping in Sood, who is known for his considerate personality, enhances the brand message across the target audience. The bond Sood has created with the millions of people resonates as strong as steel, unbreakable.

    The ad showcases Sood cherishing his relationships built with people during the lockdown tenure. All the love he received from people he helped makes him emotional and more connected. When relationships are built with strong foundation, like steel, they sustain for a long-long time. Similarly, when houses are built with Shyam Steel flexi-strong TMT rebars, such houses are more sustainable.

    Shyam Steel India director Lalit Beriwala said, “The TVC reflects the brand’s thought in connection with Sonu’s exemplary work to assist people during lockdown. Sonu was helping the same target audience, with whom we connect at the last mile. When it comes to influencing individual house builders, people at the bottom of pyramid, remains the key focus of communication. So, we believe in building long-term relationships, just as Sonu Sood did after helping people in its most difficult situation.”

    “It is all about inner strength. It is something that Shyam Steel gives to the buildings and infrastructure of new India. And that’s precisely what Sonu Sood has proved during the pandemic. Both have made the thought of India first come alive very strongly. That’s what inspired us to say – Steel toh sirf ek bahana hai, maksad toh India ko banana hai,” said Mogae Media creative director Harish Arora, who ideated the campaign and executed the creatives.

    Director of the TVC Vaibhav Misra (Yellow Bettle Films) summed up, “Showcasing emotion along with steel at the same time keeping Sonu’s persona humble and real was the challenge, which we are happy to achieve. The film is a fabulous team effort and working with Sonu Sood and team at Shyam Steel was an enriching experience.”

  • Mogae Plus names Raju Sarin as head

    Mogae Plus names Raju Sarin as head

    MUMBAI: Mogae Media’s sales division Mogae Plus, which handles monetisation for FoodFood TV, Gaon Connection newspaper and Reliance Retail activations, has appointed Raju Sarin as head. 

     

    He will be based at the company’s Gurgaon HQ.

     

    Sarin said, “We are building a young and competent team at Mogae Plus to help a larger number of third party brands reach the market more effectively.”

     

    Mogae Media executive director Tanya Goyal added, “Raju is a seasoned professional. He brings both width and depth to Mogae Plus. We are constantly being approached by third party brands to lend the strength of our sales force to them. Raju is being charged to do just that.”

     

    Sarin is a media industry marketing and sales veteran with over two and a half decades of experience across product launches, revenue expansions and new business development. He has worked in companies Living Media, The India Today Group, Media Transasia, HT Media Magazine division and MTV.

     

    Additionally, Sonali Ayyer will be joining as head of West & South operations of Mogae Plus. Ayyer has more than 24 years of experience holding leadership positions in TV and print media. After a long stint at Zee TV, she represented TV Asia & Sun Network (US Beam) and Imagine Movies (UAE beam) to brands in the past.

  • Sandeep Goyal’s Mogae & Zeotap ink JV for programmatic advertising on mobile

    Sandeep Goyal’s Mogae & Zeotap ink JV for programmatic advertising on mobile

    MUMBAI: Sandeep Goyal’s Mogae Media has signed an MoU for a joint venture (JV) with Germany’s Zeotap for programmatic advertising on smartphones.

     

    The JV will bring to India the world’s most trusted platform for enriched, profiled and targeted mobile advertising. The new company will see an equal participation by both Mogae and Zeotap. The final financial structures are currently being worked upon.

     

    “Programmatic buying involves a paradigm shift in the approach to digital advertising from the entire ecosystem – brands, agencies, publishers, not forgetting the availability and capability of technology platforms (demand side platform, supply side platform, data management platform) to execute the true potential of programmatic. Programmatic is an ideal technique to move marketing from a fragmented campaign-by-campaign paradigm to an always-on paradigm covering the entire customer lifecycle. With Zeotap, we wish to do just that,” said Mogae Media chairman Sandeep Goyal.

     

    “The new investment will be employed towards Zeotap’s international expansion as well as to substantially grow our global technology centre in Bangalore,” added Zeotap CEO Daniel Heer.

     

    Zeotap co-founder and chief product officer (CPO) Projjol Banerjea said, “Zeotap’s platform makes some of the most comprehensive ad targeting capabilities available to the mobile advertising market. We work with publishers and supply-side platforms to optimize yield as well as advertisers and demand-side players to make ad buying more efficient. The company operates in Europe and Asia.”

     

    The Mogae-Zeotap JV platform will be live by September. A larger rollout is planned over the next 6-19 months.

  • Prashant Sanwal to head Mogae’s analytics unit Incelligence

    Prashant Sanwal to head Mogae’s analytics unit Incelligence

    MUMBAI: Mogae Media has got on-board research and media veteran Prashant Sanwal to head its analytics unit – Incelligence. He will be based at the company’s Gurgaon headquarters.

     

    Mogae executive director Tanya Goyal said, “He brings a lot of experience in real media analytics.”

     

    The Incelligence group at Mogae will soon be releasing India’s first ever compendium of consumer infographics on the mobile market.

     

    Sanwal has diverse professional experience and his career has evolved from heading functions like marketing and research to business units with P&L responsibility.

     

    An alumnus of FMS, Delhi, Sanwal has worked at companies like Lowe Lintas as head of strategic planning, Pathfinders India as head, Sony Entertainment Television as VP programming and marketing, Sony Max as business head, Zee Alphas as business head and TV Today Network as head of strategic planning, marketing and research.

     

    Currently Mogae has a team of 15 trained analysts who mine and interpret real-time usage data, especially at Airtel. 40 new recruits from IIT Kharagpur, IIT Kanpur, IIT Roorkee, BITS Pilani, Delhi School of Economics, IIM Shillong, IIM Kozhikode, IIM Indore, IIM Rohtak, XLRI and other leading B-schools joined Mogae earlier this month, and will be based at its Delhi, Mumbai and Bangalore offices. Many of them have been assigned to Incelligence.

  • Mogae launches mobile couponing ecosystem

    Mogae launches mobile couponing ecosystem

    MUMBAI: Mogae Media today announced that its MoCoupons business vertical has signed up over 2000 grocers and general merchants in Delhi in its very first month of operation. MoCoupons is Mogae’s mobile couponing ecosystem by which mobile subscribers receive discounts. Hitherto, while mobile discount coupons could be originated by different brands, the encashing of the discount, or the offer was limited to company owned outlets which are very few in numbers.

    MoCoupons is a major step forward in the last yard connectivity between consumers and brands,” says Tanya Goyal, Executive Director, Mogae Media. “We at Mogae have invested a lot of time and money in creating an end-to-end solution for FMCG brands which have a large number of retail outlets that they need to reach across dispersed geographies. We can now target not only the desired customer profile for FMCG companies, but more importantly fulfil the redemption of the coupons through on-ground tie-ups with the local kiryana stores”.

    The MoCoupons couponing system not only serves, tracks, validates and encashes coupons delivered on the mobile to consumers, but also gratifies the trade in one complete transaction loop. The entire system has been developed in-house by Mogae Digital, the sister company of Mogae Media.

    “We have a large field force out in Delhi signing up grocers, general merchants and OTC pharmacies. In the first month we have crossed 2000 signups. We are currently testing the coupons of two of our partner FMCG companies. In the month of September we will cross 4000-5000 signups in Delhi and NCR,” adds Tanya Goyal.

    Mogae Media plans to cover all the metros by end of 2013. In the next 12 months thereafter, MoCoupons will extend to top 20 cities across India.
    Mogae Media, co-promoted by Sandeep and Tanya Goyal, former India JV partners of Dentsu, raised Rs 100 crores in private equity earlier this year from Multiples. Mogae Media are the sole and exclusive partners of India’s largest telecom operator, Airtel for mobile monetization. Today Mogae Media handles over 120 brands for mAdvertising.

  • Deepti Jalota joins Mogae Media as VP-sales

    MUMBAI: Deepti Jalota has joined Mogae Media as vice president – sales.

    Jalota will be based at the Mogae Media headquarters in Gurgaon.

    She moves in from Microsoft Advertising India where she was the national category manager and was responsible for digital media sales for their assets like MSN and Windows Live.

    Mogae Media ED Tanya Goyal said, “Deepti brings good quality digital knowledge, and a deep understanding of emerging trends to her new assignment at Mogae”.

    Jalota said, “In these exciting times when mobile advertising is all set to take the leap ahead, I am really excited and delighted to work with the Mogae Group and totally relate to the enormous vision the company has for the mobile advertising space. My role here would be to assist company in scaling up sales and revenue and form a robust Sales team across regions and take Mogae media to the next level.”

    Prior to joining Microsoft, she was AVP at Carwale.com. Before that she spent three years at Yahoo India where she led online advertising sales and brand efforts for their clients. She has also been a part of the international sales team at Mediascope Publicitas and was attached to their travel and business category for print and magazines. Her career in advertising started in 2000 when she joined as a trainee at FCB Ulka.

  • Vikas Sharma joins Mogae Media as head solutioning

    MUMBAI: Vikas Sharma has joined Mogae Media as head of solutioning and integration.

    Mogae executive director Tanya Goyal said, “Mogae is looking at various opportunities in the digital and mobile ecosystems where Vikas’ experience will help us create solutions for clients and their brands.”

    Prior to his current assignment, Sharma was the VP sales and operations with Cocktail Mobile Technologys. Additionally, he headed Cocktail’s IT operations and Technical Integration with service providers, as also B2C application innovation groups. He has also worked with JIGrahak Mobility Solutions and Telseera India.