ITV

Tag: OOH

  • Pulp Strategy wins NEC India’s biz

    MUMBAI: Pulp Strategy, a full service experiential marketing and communications agency, has been appointed as NEC India‘s activation and OOH partner.

    Pulp‘s role will essentially comprise creative responsibilities, OOH, activation and events.

    The account was won after a multi-agency pitch and will be handled out of agency‘s Delhi office.

    Pulp Strategy is now slated to handle OOH campaign as NEC India heralds the Indian Grand Prix 2012, in active collaboration with the Sauber F1 Team. NEC India is the premier partner of Sauber F1 Team.

    NEC India national marketing manager Vijayant Khatri said, “We are confident that our partner agency will play a critical role in achieving our marketing goals. Their energy and proactive approach has inspired confidence.”

    Pulp Strategy Communications managing director and CEO Ambika Sharma added, “NEC is a great brand, and we are proud to be a part of the NEC Sauber F1 Team campaign. We are a carefully constructed robust team that brings on board a strong and holistic approach to branding and activation. We look forward to partnering with NEC India.”

    NEC India is a wholly-owned subsidiary of NEC Asia Pacific (HQ: Singapore) and NEC Corporation (HQ: Japan), and works with its customers to develop solutions and services for a “ubiquitous” networking society. Leveraging on NEC‘s capabilities in integrating IT and networking technologies for a diverse customer base across governments, businesses, individuals and societies worldwide, NEC India customises solutions to construct large-scale, highly reliable, scalable and flexible IT and network systems.

  • HDFC Life’s ad to create awareness about ‘Financial Freedom’

    MUMBAI: HDFC Life has unveiled a new marketing campaign aimed at driving financial freedom among urban Indian women.

    The campaign has been conceptualised and created by Leo Burnett.

    The creative route of the new campaign is Director of Happiness.‘ The communication insight is that a woman‘s financial independence will let her be a stakeholder in the family decision making process. Financial independence will let her care for others, which gives her true happiness. It will help fulfill all her dreams and aspirations and make them come true for her loved ones as well. Financial independence will thereby, make her the Director of Happiness. This also links back to the company‘s brand philosophy of “Sar Utha Ke Jiyo.”

    Leo Burnett NCD KV Sridhar said,”The Smart Woman product and campaign is targeted towards progressive women-of-today. Keeping this niche target audience in mind, the campaign builds on the commonly felt emotion and insight of the joy in making a landmark contribution towards the family. Keeping the product offering in mind, the film encourages young women to secure their future, so that they can do all that they desire for their family.”

    HDFC Life EVP and head-marketing product and direct channels Sanjay Tripathy, said, “Following the launch of our flagship women‘s product ‘Smart Woman,‘ we have embarked on this new marketing campaign to drive awareness about ‘financial freedom‘ among urban Indian women.”

    The film is centered on a female protagonist and opens in a middle class house showing playful conversations between dad and daughter. They argue to come to a decision about where the parents should go for a vacation on their wedding anniversary. While the father tries to control the budget and keeps suggesting cheaper options, the daughter keeps upgrading to international locations. When the daughter suggests Europe tour, dad refuses because he cannot spend so much, to which the daughter replies “Par main toh kar sakti hoon na.” “Ab aap poochenge, itne paise kaha se aaye. Dad kaafi time se plan kiya hai. Happy anniversary!” All this has been a surprise for the mother all along, who now asks “Kya planning chal rahi itne din se “. Dad gets emotional and replies “Jisse kandhe pe ghumata tha, aaj humme Europe ghuma rahi hai.”

    HDFC Life plans to take its new campaign through different platforms and intensify the brand experience. Apart from television, this film will be supported by other media such as print, OOH, radio, and digital.

  • Centuryply unveils “Sab Sahe Mast Rahe” campaign

    MUMBAI: Centuryply has unveiled its new advertising campaign to communicate a new interpretation to the brand tag line ‘Sab Sahe Mast Rahe‘.

    Bates Kolkata has ideated and conceptualised the campaign.

    The campaign is based on a basic human insight that when people get angry, they lose control over themselves and unleash their anger on objects around. Mostly, it‘s doors, windows, wardrobes, tables and other pieces of wooden furniture that bear the brunt. It takes all the battering in its‘ stride and gives peace and tranquility in return. Hence, it is titled ‘Sab Sahe Mast Rahe‘.

    It aims at redefining the brand image and increasing consumer involvement with the plywood category through Bates‘s proprietary ‘Changengage‘ tool. The campaign is targeted at upwardly mobile urban male in the age group of 35-45 years who is a homeowner and digital savvy, the company said.

    Bates ECD Arjun Mukherjee said, “The pressure was on, tension ran high and everyone was looking for that killer idea. And then it happened. Anger got the better of the team and turned them into growling monsters. It was total mayhem! Everyone started taking it out on the tables, chairs, doors, windows and other furniture. Many kicks and punches later an idea was born!! A basic human emotion was used to demonstrate the immense strength of Centuryply. Finally the dust settled, the anger evaporated quickly and we had our campaign.”

    The campaign is airing on News, GEC, infotainment and some select sports channels in the primetime slot. Besides TV, Centuryply has drawn a multi-media campaign plan to reach its TG by using media vehicles like OOH, Radio, Multiplex and Digital platforms.

    The campaign will go on till March 2013. To ensure consumer engagement, BTL activities like multiplex, mall and trade activations have been planned.

    The TVC has been shot in Poland by Vinod P Vijay of Lemon Yellow Sun Films.

    The spot starts with a little boy munching chips. He sees an SUV crashing behind him and looks up to find a monstrous Gorilla growling angrily at him. The Gorilla then charges with full steam and kicks the door of the house without being able to make any impact. Dumbfounded, the Gorilla makes way for the roof of the house, breaks in and crashes on the dining table. Just like the door, the table too is unaffected. We now see the man of the house, scared out of his wits, escaping into the cupboard, followed by the angry Gorilla. The Gorilla hits the cupboard with all its might but in vain. Finally comes the moment of truth and through a reflection in the mirror we discover that it‘s actually the wife who was banging the cupboard door. She was angry on her husband who had forgotten their anniversary. Threatening him with dire consequences should he forget it ever again, they sit down over dinner to celebrate. Nemesis strikes our man yet again as he asks, “So how many years has it been?” The gorilla is back, madly thumping against the wooden dining table.

  • BBDO creates BlackBerry’s new ‘Action’ campaign

    MUMBAI: BlackBerry has launched a new advertising campaign in Asia Pacific focusing on the spirit that drives the Asian youth – action.

    Created by BBDO India, the campaign capitalises on the truth that BlackBerry has always been about making things happen, the company said.

    BBDO India chairman and chief creative officer Josy Paul said, “It all started when Sunil Dutt, the new head of India operations for RIM asked us the all important question ‘What does BlackBerry stand for?‘ We developed the idea that every BlackBerry is born for action. There‘s an inherent urgency for action built into it. Look at the red splat that appears every time you get a message. The sign refuses to go away until you take action. The first thing we do when we wake up in the morning is check for the red splat. That‘s how we created the launch ad ‘Action now has a symbol‘ and the brand line ‘Action starts here‘. That‘s what differentiates BlackBerry from other mobile phones.”

    Bringing the red splat to the forefront leverages one of the brand‘s properties that consumers connect to.

    “It‘s what we call a useful idea. We all have things we talk about doing. We hope the idea will inspire people to stop sitting on the things they‘ve been wanting to do,” BBDO India CEO Ajai Jhala added.

    The new red splat that resides in every Blackberry phone will now be the symbol of action. The symbol is an integral part of the ‘action‘ campaign that will run across all touch points including TV, print, OOH and digital.

  • O3M Directional Marketing brings on board Siva Prasad

    MUMBAI: Chennai based digital advertising agency O3M Directional Marketing has roped in Siva Prasad as director sales. Prasad comes in from Vikatan Group where he was vice president – ad sales.

    Prasad will be responsible for driving the overall sales for the India operations and will report to O3M founder and CEO Renjith Rajan.

    With more than 27 years in the industry, he has experience across business development, team building and operations. Prasad started his career in 1883 as a sales executive with OOH company Uni Ads where he worked for three years. He then joined Andhra Printer in the ad sales function and continued to work there for four years till 1990.

    From there he moved to Taraka Prabhu Publishers where again he handled ad sales function for another three years till he left the company in 1993 to join Capital Market Publications as regional manager – south advertising and marketing. He worked at Capital Market for six years before joining Vikatan in 1999 where he served for 13 years till he quit recently to join O3M.
     

     

  • Carat bags Reliance backed Extramarks’ media biz

    MUMBAI: Carat Media has been appointed the media AoR for new age digital learning solution company Extramarks Education. The brand plans to make sizeable investments on the media front with a high profile media campaign conceptualised by McCann Erickson.

    Infotel Broadband Services Ltd. (Infotel), a subsidiary of Reliance Industries Ltd. (RIL), has acquired a 38.5 per cent stake in Extramarks Education through its affiliate Reliance Strategic Investments.

    Promoted by Atul Kulshrestha, Extramarks was launched two years back commercially. It helps in making regular classes more tech savvy to make the teaching process interactive and more interesting.

    Extramarks CEO Rohit Jain said, “Extramarks is setting revolutionary standards in education whereby we aim to enhance the regular classroom experience and take a quantum leap forward – in the process, raising the quality of delivery for both students and teachers alike.”

    Carat Media EVP Vidhu Sagar said, “We at Carat are extremely proud to have been chosen by Extramarks as their media partner. We shall be partnering Extramarks in the media management exercise holistically – thus we’ll manage the entire set of media responsibilities for the brand including planning, buying and execution. Of course, we shall endeavour to do this with the help of all pertinent media platforms – including television, print, digital, OOH as well as activation.”

  • Videocon’s DIGIWorld dons new brand identity

    MUMBAI: DIGIWorld, the retail initiative from the Videocon Group, has unveiled its new brand identity and brand repositioning ‘DW‘.
    The new logo is abbreviated identity to DIGIWorld and highlights the growth perspective and the technological advancement with which the brand is flowing.

    According to the company, the new theme is universal in its brand appeal and transcends different target audiences. The essence behind this new brand positioning evolves the friendlier, happier communication tone adopted across the stores in India.

    The brand campaign is targeted at customers pan India, through a 360 degree media approach that will use mediums like OOH, print and digital.

    DIGIWorld COO Jaideep Rathore said, “DIGIWorld is committed to provide the best service in the retail sector. From evolving the change in the existence of the electronic retail chain, DIGIWorld has planned this alteration in logo as well so as to create and maintain brand proposition with the image. Thus, ‘Digital WOW‘ is all about establishing DW as the new identity. The exposition behind DIGIworld‘s logo transformation comes from our constant attempt to listen and respond to the market fluctuation in India and overseas. While DIGIworld has completely adapted the new tagline – ‘Experience. Live. Believe‘, in every sphere of our operating domain, today will mark the beginning of an upheaval for customers of CDIT Products”.

    The new logo is in the mix of orange, red and blue. It gives a young, vibrant and fresh appeal to the brand and assures its survival in minds of the customers.

  • Dentsu sets up arm in India for sales promotion

    MUMBAI: Dentsu has set up two companies including a subsidiary in India even as it focuses on Asia as a growth market with particular emphasis on India.

    Promo Tec India and Promo Tec Indonesia will start operations from June and are floated to strengthen the group’s activities in the sales promotion domain.

    The two new outfits are subsidiaries of Promo Tec Pte. Ltd, a company established in Singapore last October as a subsidiary of Dentsu Tec Inc.

    In India, Promo Tec. has 95 per share in the JV while Dentsu Tec Inc holds 5 per cent.

    Dentsu said there has recently been a rapid increase in enquiries about the production of premium goods as well as out-of-home (OOH) advertising areas such as store development, in-store promotions, events and corporate identity (CI).

    According to the March 2012 edition of Advertising Expenditure Forecasts published by ZenithOptimedia, the size of India’s advertising market in 2011 was $5,87.6 billion, an increase of 9.8 per cent from the 2010 figure. The market is further expected to grow to $6,27.7 billion in 2012, $6,83.2 billion in 2013, and $7,44.7 billion in 2014.

    The size of Indonesia’s advertising market in 2011 was $5,11.1 billion, an increase of 18.9 per cent from the 2010 figure. The market is further expected to grow to $6,11.3 billion in 2012, $7,28.4 billion in 2013, and $8,93.1 billion in 2014.

    Working in cooperation with Singapore-based Dentsu Asia Pte. Ltd. which oversees operations in the Asian region, the two new companies will provide clients with fast and effective solutions to the growing range of sales promotion needs.

    The impact of these transactions on Dentsu‘s consolidated and non-consolidated financial results for the fiscal year ending March 31 2013 is expected to be minimal.

  • Milestone on hiring spree

    Milestone on hiring spree

    MUMBAI: Integrated OOH brand communications agency Milestone Brandcom has beefed up its staff, making 30 new appointments across senior and middle management positions.

    The pimary areas of appointment are Milestone OOH And Milestone Connect as the company aims to enhance the service management and capabilities of the group.

    The appointments at Milestone Connect include Ranbir Basses as business head and VP operations, Dhruv Jugran as group director brand communication, Swati Ratnakar as creative and content director planning, Yash Vardhan Verma as director brand communication and Gaurav Singh Chauhan as senior manager brand communications.

    Milestone Brandom also got new joiners in the form of Kaushik Chakraborty as AVP client servicing and 360 integration and John Barretto as management supervisor.

    Besides the new additions to the team, Ravi Ambrose who held the post of senior VP integration and new initiatives, has been given additional charge of South India operations with Prashant Mishra moving up as Milestone OOH regional head north.

    The addition of industry professional and expansion of Milestone’s portfolio reflects the company’s capital efficiency and its commitment to business growth. The agency recently expanded its service portfolio, including Milestone Connect and Milestone Last Mile, with service opportunities to meet the evolving needs of clients.

    Today Milestone Brandcom services close to 70 brands, some of which are Tata Docomo, Colors, McDonald‘s, Binani Cement, Viacom18, Axis Bank, L’Oreal, HDFC Mutual Fund, Dish TV, DSP Blackrock and Franklyn Templeton.

    Milestone Brandcom founder and managing director Nabendu Bhattacharyya said, “In just two years we have reached a stage where we are one of the leading agencies in the country. We have already touched Rs 2 billion mark in turnover. This year we will try and offer our existing clients more solutions and we will continue to expand our services. We have been growing 100 per cent since the last two years, and this year is going to be no different!”

    In the future too, Bhattacharya believes that Milestone Brandcom will continue to benefit owing to its diversification, superior industry talent and proactive approach to investment in the industry.

    “I am glad to announce such an exciting force lined up aboard. We were looking to inject excitement into brand communication for our clients with unique brand experiences through consumer connect programs. With such boundless energy and young & enthusiastic team joining us, we are confident to take brand communication and consumer experiences to scale new heights”, added Bhattacharyya.

  • Big Magic launches new campaign for UP & MP highlighting digitisation

    MUMBAI: Big Magic, the regional general entertainment channel from the Reliance Broadcast Networks (RBNL) for the Hindi heartland, is launching a new ad campaign, ‘100% UP wale / 100% MP wale‘ for the UP and MP markets.

    This campaign is the second leg of its ‘Choose Your set-top-box Wisely‘ campaign that the channel had earlier launched to increase awareness and empower consumers with adequate information to make the right choice while choosing their STBs and also enabling operators to build their brand equity in the Metros. The new campaign also serves the same purpose.

    Additionally, the campaign also provides operators a chance to build preference and equity for their own offerings.

    The multi-media campaign will be on for six weeks spread across television, radio, OOH, print and digital. It will be rolled out across Big Magic and the 11 radio stations of Big FM‘s in the Hindi heartland.

    The campaign‘s creative idea reflects the uniqueness of the region ranging from the chikan kurtas of Lucknow to Banarasi paan to the pedas of Mathura to romancing at Meghdoot Gardens and praying at the Bade Ganpati ka Mandir, the company said.