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Tag: Pepsi

  • IPL season 9 remains sponsor heavy despite earlier setbacks: Onspon.com study

    IPL season 9 remains sponsor heavy despite earlier setbacks: Onspon.com study

    Mumbai: IPL season nine has been the subject of many headlines – good and bad. The betting scandal leading to two popular teams  — Chennai Super Kings and Rajasthan Royals —   being banned; and its title sponsor Pepsi’s exit from the league didn’t help the tournaments reputation either.  Questions that rose on the tournaments fate and the sponsorship dilemma were soon answered when Chinese smart phone brand Vivo bagged the title sponsorship right for the next two seasons. Vivo plans to spend an additional Rs 200 crore on strengthening the brand association with IPL.

    Now, owing to India’s performance at the T20 World Cup, sentiments around IPL Season 9 are on the positive side. A week prior to the IPL season, sponsors such as FreeCharge  and Maruti Suzuki had confirmed their associations with the league. These central level sponsorships are each estimated around Rs 10 Crore and above as per a study conducted by Onspon.com.

    At a team level too, the teams are seeing an increased interest from brands, where team sponsorships are getting closed faster, whereas last year half the slots were available until about two to three days prior to the IPL. While commercials for team level sponsorship rights were expected to take a dip due to the betting fiasco surrounding IPL, teams have been in a position to bag sponsors at commercials similar to those of last years, the study revealed.

    These team level sponsorship rights range from Rs 1 crore to Rs 20 crores – dependent on the logo spot on the jersey and other rights such as player imagery, merchandise options etc. A number of sponsors have in-fact also continued their association with their respective teams.

    Coming to the two new IPL teams, Pune Super Giants and Gujarat Lions have also been successful in clinching lucrative sponsorship deals with each of these teams managing to rope in about 10 sponsors each. With the Pune franchise boasting of a star studded line-up, including the likes of M.S Dhoni, Faf du Plessis, Ajinkya Rahane, Kevin Pietersen etc – the Pune franchise has emerged as a strong IPL title contender and has managed to bag sponsor’s within the Rs 2 Crore to Rs 16 crore range.

    The Gujarat franchise, owned by smartphone manufacturer Intex has also bagged a number of high value sponsorships ranging from Rs 1.5 Crore to Rs 15 crores.

    As per Onspon.com  the reason for the increased sponsorship interests from brands in this season’s IPL can be attributed to the pre-event cricket warm-up from the multiple cricket series leading to IPL – making the brand continuity easier and effective.

    Faraaz Peerbhai who leads brand partnerships at Onspon.com said, “Additionally, the low event density in the non-sport space – with few high voltage movie releases or any other major music events, making sponsorship routing to IPL more effective. The advent of early summers have also lead to buoyancy in consumption categories such as FMCG, Air-conditioners – thereby leading to pre-allocation of marketing budgets, especially for categories such as drinks, consumer durables etc,” Peerbhai added.

    If one were to look into brand categpries in IPL, a number of FMCG brands such as Haldiram’s, Britannia, Mother Dairy – Deodorant brands such as Sparkle, Kama Sutra have partnered with various IPL teams. Air-conditioner brands such as Daikin, Lloyd and Sansui have also partnered with teams such as Delhi, Bangalore and Kolkata respectively.

    The smartphone category as-well has taken to IPL Season 9 in a huge way – Three big smartphone manufactures entering (or re-structuring their entry) in India (Oppo, Vivo and LeEco) have allocated a significant budget to cricket and in particular IPL. They are seeking to leverage IPL to create awareness about their brand and reach out to the young audiences.

    Overall, after the pre-IPL ambiguity, IPL Season 9 is seeing a massive positive upswing from sponsors and audience alike.

  • YouTube fanfest returns to India for 3rd edition

    YouTube fanfest returns to India for 3rd edition

    MUMBAI: Youtube Fanfest is back in India for a third time and how! On its third edition now, the mega celebration boasts of a 30 artists line up of digital artists and content creators, who will take centre stage on 18 March 2016 in Mumbai. The show will be co-produced by Only Much Louder and Branded, and has Pepsi, Pantene, Amazon.in and Clean and Clear as sponsors, with Pepsi coming onbaord for the second time. Star acts include SuperWoman aka Lilly Singh, Kanan Gill, Connor Franta, SANAM, TVF and AIB

    Sharing his excitement over the fest, YouTube India head of entertainment and content Satya Raghavan said, “India has undergone a content creator revolution. Over the last few years, Indian YouTube creators have gained millions of new subscribers and have taken over the imagination of the youth in India. In our view, 2015 was a breakout year for the young industry and the ecosystem has really evolved in India, with mobile driving massive growth for online video consumption. Now, we’re seeing online creators break open the gates for a whole new kind of entertainment for Indians online, with advertisers looking to tap into this space in a meaningful way.”

    While the idea is to reach out to maximum number of people and inspire them to not only celebrate the existing content creators, but join the community as well. YouTube is banking on organic promotion of the show through artists and their subscribers. “It is largely organic. Several thousands of content creators put out videos on their channels, and they have their millions of subscribers, who themselves have their own social media platforms to put the word across. We don’t think we need any more marketing,” said Raghavan.

    About the booming digital content industry and the mushrooming of OTT players across the board Ragahavan said, “I think it’s great that more people are doing things around video. It will only expand the pie. Especially with bandwidth opening up in the country hopefully thanks to the several 4G services. It is an exciting time for content creators and video content consumers to be in India.”

    Making the most of the platform, Culture Machine, OML, Qyuki, and The Viral Fever (TVF) also announced four new original properties on YouTube. Firstly #LaughterGames, where nine comedy creators will launch their own comedy web series, featuring YouTube comedians such as East India Comedy, Put Chutney and Kenny Sebastian. Qyuki will launch Jamminin’, a show featuring Bollywood composers and YouTube music creators. In the coming months, Culture Machine will be launching Beauty Hunt, a beauty/style-centric program, while OML will launch season 2 of its successful Comedy Hunt, the search for India’s next comedy act, while veteran web show creators TVF will be launching a search for the next generation of web series creators. A Tamil Comedy Hunt with Vision Time, a Telugu Comedy Hunt with ETV, and Katha, a Tamil/Telugu web series property are some of the launches that can be expected from south India later in the year.

    To reflect on YouTube’s growth in India Raghavan shared some data: “While overall watchtime in India has grown by 80 per cent YoY (with 55 per cent of that watchtime on mobile) and the hours of video uploaded from India has increased at 90 per cent YoY, content uploaded by India’s independent creators has risen especially quickly. For instance, watchtime of independent musicians grew over 92 per cent YoY; comedy and entertainment grew 100 per cent YoY; beauty and fashion videos have grown over 138 per cent YoY. Another notable area of watchtime growth came from the south, with Tamil and Telugu content seeing a 75 per cent spike in YoY growth.

  • YouTube fanfest returns to India for 3rd edition

    YouTube fanfest returns to India for 3rd edition

    MUMBAI: Youtube Fanfest is back in India for a third time and how! On its third edition now, the mega celebration boasts of a 30 artists line up of digital artists and content creators, who will take centre stage on 18 March 2016 in Mumbai. The show will be co-produced by Only Much Louder and Branded, and has Pepsi, Pantene, Amazon.in and Clean and Clear as sponsors, with Pepsi coming onbaord for the second time. Star acts include SuperWoman aka Lilly Singh, Kanan Gill, Connor Franta, SANAM, TVF and AIB

    Sharing his excitement over the fest, YouTube India head of entertainment and content Satya Raghavan said, “India has undergone a content creator revolution. Over the last few years, Indian YouTube creators have gained millions of new subscribers and have taken over the imagination of the youth in India. In our view, 2015 was a breakout year for the young industry and the ecosystem has really evolved in India, with mobile driving massive growth for online video consumption. Now, we’re seeing online creators break open the gates for a whole new kind of entertainment for Indians online, with advertisers looking to tap into this space in a meaningful way.”

    While the idea is to reach out to maximum number of people and inspire them to not only celebrate the existing content creators, but join the community as well. YouTube is banking on organic promotion of the show through artists and their subscribers. “It is largely organic. Several thousands of content creators put out videos on their channels, and they have their millions of subscribers, who themselves have their own social media platforms to put the word across. We don’t think we need any more marketing,” said Raghavan.

    About the booming digital content industry and the mushrooming of OTT players across the board Ragahavan said, “I think it’s great that more people are doing things around video. It will only expand the pie. Especially with bandwidth opening up in the country hopefully thanks to the several 4G services. It is an exciting time for content creators and video content consumers to be in India.”

    Making the most of the platform, Culture Machine, OML, Qyuki, and The Viral Fever (TVF) also announced four new original properties on YouTube. Firstly #LaughterGames, where nine comedy creators will launch their own comedy web series, featuring YouTube comedians such as East India Comedy, Put Chutney and Kenny Sebastian. Qyuki will launch Jamminin’, a show featuring Bollywood composers and YouTube music creators. In the coming months, Culture Machine will be launching Beauty Hunt, a beauty/style-centric program, while OML will launch season 2 of its successful Comedy Hunt, the search for India’s next comedy act, while veteran web show creators TVF will be launching a search for the next generation of web series creators. A Tamil Comedy Hunt with Vision Time, a Telugu Comedy Hunt with ETV, and Katha, a Tamil/Telugu web series property are some of the launches that can be expected from south India later in the year.

    To reflect on YouTube’s growth in India Raghavan shared some data: “While overall watchtime in India has grown by 80 per cent YoY (with 55 per cent of that watchtime on mobile) and the hours of video uploaded from India has increased at 90 per cent YoY, content uploaded by India’s independent creators has risen especially quickly. For instance, watchtime of independent musicians grew over 92 per cent YoY; comedy and entertainment grew 100 per cent YoY; beauty and fashion videos have grown over 138 per cent YoY. Another notable area of watchtime growth came from the south, with Tamil and Telugu content seeing a 75 per cent spike in YoY growth.

  • Saavn hires former PepsiCo exec as vice president of entertainment and original content

    Saavn hires former PepsiCo exec as vice president of entertainment and original content

    MUMBAI: Saavan LLC’s music streaming app Saavan has roped in Gaurav Wadhwa as its vice president of entertainment and original content. Earlier, Wadhwa was senior marketing consultant at PepsiCo.

     

    Wadhwa will lead Saavn’s expansion into new genres through original programming. Based in Mumbai, Wadhwa will be looking over the generation of new content verticals, Saavn’s transformation into a comprehensive steaming service by developing the company’s sports, comedy, and other such channels. The company had announced in July that it planned to expand beyond mainstream music.  

     

    Wadhwa has experience of over 10 years in curating content for many global brands including Red Bull, MTV, Mountain Dew, and Pepsi. He has worked with MTV to develop music programming and brand solutions, has launched Red Bull in India through alternative sports, music, and culture marketing. He also launched Pepsi’s big cola innovation and spearheaded the Pepsi MTV Indies program.

     

    Saavn co-founder and executive chairman Paramdeep Singh said, “Gaurav’s award-winning experience, combined with his genuine passion for music, culture, and technology, makes him absolutely ideal to lead Saavn’s Music+ initiatives.”

     

    On his new role, Wadhwa said, “I am enormously excited to join Saavn and work with some of India’s most talented content creators and entertainment platforms to create a next generation media-tech brand. It’s not every day that you get to create a whole new category from scratch, but that’s the kind of incredible opportunity we have at Saavn.

  • Superdry collaborates with Pepsi MTV Indies for music property

    Superdry collaborates with Pepsi MTV Indies for music property

    MUMBAI: British brand Superdry has partnered with Pepsi MTV Indies for a unique music property – Superdry Krunk Live Sessions, which will brings together some of the hottest young musicians in the country alongside some of India’s best visual artists.

     

    This first of its kind show, which will launch on 29 October at 7 pm and will be aired from 7 – 7:30 pm. Superdry Krunk Live Sessions aims to showcase how visuals, when combined with music, can accentuate the whole experience, making it truly unique.

     

    The show is a six episode series, where each episode will feature three – four original collaborations between musicians and visual artists. This will be followed by musicians and visual artists talking about their background, musical inspirations and their collaborations on the show.

     

    The show will also have an on-ground extension as every episode will also be followed up with a gig featuring the artists in the respective episode. These performances will be held across cities like – Mumbai, Pune, Delhi, Chandigarh, Hyderabad and Bangalore.

     

    Some of the well-known Indie music artists to be seen on the show will be – Kumail, Ox7gen, Nicholson, Donn Bhat, Madboy/Mink, Alowala, AquaDominatrix and Your Chin. The visual artists who will be collaborating with these musicians include – Moebius, Wolves, Transhuman Collective, Godgamut and Oblique.

     

    The show will be hosted by DJ Mo City aka Mohammed Abood, a music entrepreneur and DJ with a passion for authentic music from all around the world. DJ Mo City will also interact with these artists while they create these sounds and visuals, taking the audiences on a Visual Musical Extravaganza.

     

    Superdry business head Manu Sharma said, “Superdry globally, has a long standing association with music. We have always believed in curating the freshest sounds from across the planet and making them accessible to our customers through our in store and sound cloud playlists #SuperdrySounds. With Superdry Krunk Live Sessions we are extending our global philosophy to the Indian Independent music scene and are very excited to collaborate with MTV Indies on the property.”

     

    Pepsi MTV Indies EVP and business head Aditya Swamy added, “We play in the world of subcultures and with his brand new production we are bringing together the world of electronic music beyond EDM and a form of art that’s beyond graffiti. Stylized and futuristic, this is brand new chapter in the space of collaborations, a space where sound and sight meet. It is hugely encouraging to have the support of a cult brand like Superdry in bring this cutting edge content to urban audiences across India. Step Up and Discover.”

  • Pepsi’s withdrawal ‘no big issue’: IPL chairman Rajiv Shukla

    Pepsi’s withdrawal ‘no big issue’: IPL chairman Rajiv Shukla

    MUMBAI: PepsiCo’s notice to BCCI to withdraw its sponsorship from the Indian Premier League’s (IPL) next leg has come as yet another setback to India’s most popular cricketing event.

     

    However, a source close to the development informs Indiantelevision.com, “Pepsi’s exit will have no negative impact on the brand value of the tournament and the board is confident of having a new sponsor way before the start of the next season.”

     

    IPL chairman Rajiv Shukla was quoted by PTI as saying, “We are in talks with other sponsors as well, so the title deal with Pepsi is not that big an issue. They have certain points and we are going to settle them amicably in the next meeting, They have been very good partners all this while and we do not want to disturb our relationship with them. Whatever is going to happen is going to happen in a very smooth manner.”

     

    Shukla further added, “Pepsi wants to end the deal due to its drenching foreign interests. They have shown a willingness to move out of the deal from this season because of their own interests and not because of disrepute and stuff. So they may not continue as the main sponsor.”

     

    The beverage giant wants to walk out of the five-year title contract, which due to expire in 2017, because of the cash-rich league’s incurring controversies.

     

    PepsiCo had paid Rs 396 crore ($71.77 million) from the 2013 – 2017 period. The BCCI will take up the matter during its working committee meeting in Mumbai on 18 October.

  • First global edition of EEMAX Awards ropes in 19 sponsors

    First global edition of EEMAX Awards ropes in 19 sponsors

    MUMBAI: Indian event industry’s apex body – Event and Entertainment Management Association (EEMA), which will be taking its annual awards global this year, has roped in as many as 19 sponsors. 

     

    Some of the brands that have come on board are Renault (Automobile partner), Colors (Conclave partner), Maharashtra Unlimited (State partner), CNBC TV18 (Official broadcast partner), Videocon (Support partner), Pepsi (Beverage partner) and Bacardi (Beverage partner) amongst others.

     

    The EEMAX Global Awards are scheduled for 20 September, 2015 in Mumbai and will be preceded by the EEMAX Global Conclave on 19 and 20 September. The awards aims to identify, celebrate and honour the best events and experiential marketing projects from India and around the world.

    EEMA received a huge number of entries for the EEMAX Global Awards. Agencies across India, Asia, Middle East, Africa, Europe, Australia, New Zealand and the US have send in their entries and registered for the event.

     

    Speaking to Indiantelevision.com EEMA president Sabbas Joseph said, “The number of entries has been over whelming. It is certainly beyond expectation. We will give away 30 awards and I am looking forward to the awards night.”

     

    The three level selection process, involves taking the award entries through a screening jury, a global jury and peer voting by members of EEMA to choose the winners in 29 categories that span entertainment events, social events, sporting events, weddings, exhibitions, digital events, government events, education programs and CSR.

     

    “Indian event companies, which run operations globally is what triggered us to take the awards global. For the first year, we will be honouring a chosen few international icons,” informed Joseph.

     

     The EEMAX Global Awards are a clear sign of India’s event industry going global. Indian event companies are being retained by international clients and brands for development of activation programs as well as corporate events, mega public events and also sporting galas.

     

    The event industry in India has grown exponentially over the last two decades with multiple entities operating in this space, in various segments and levels across 100+ cities in India. “Not long back companies used to spend only two per cent of their marketing budget in experiential marketing, but now they spend 15 to 20 per cent and that shows the progress of the sector,” added Joseph.

     

    Adding entertainment to the awards night will be performers like All India Backchod (AIB), Shaan, Ustaad Rahat Fateh Ali Khan and Shillong Choir.

     

    “The positive side of the event sector will be discussed and portrayed throughout the conclave, and taking India international will be the theme this year,” Joseph summed up.

     

    Interestingly, the international jury for EEMAX Awards includes the likes of Parineeti Chopra, Dia Mirza, Vikas Bahl, Vivek Oberoi, Prasoon Joshi, Neha Dhupia and others.

  • Pepsi, Usher and UrtheCast partner to create film adventure

    Pepsi, Usher and UrtheCast partner to create film adventure

    MUMBAI: In a first-of-its-kind, Pepsi is creating and producing a short film that will include footage from UrtheCast – the world’s first full-color Ultra High-Definition video system located aboard the International Space Station (ISS), feature Pepsi consumers from around the world and leverage the creative and artistic direction of eight-time Grammy award winning entertainer Usher. As part of this year’s Pepsi Challenge (#PEPSICHALLENGE) campaign, the interstellar short film combines video, music, technology and storytelling, with Pepsi consumers across the globe playing a role in the experience.

     

    “On one level, the ambition of this short film is mind-boggling because it’s an original screenplay that features real-life footage shot from outer-space. But, having visionary creators, cutting-edge technologists like UrtheCast and an iconic artist like Usher make it a realistic, exciting collaboration across tech, film, music and pop culture,” said PepsiCo Global Beverages Group chief marketing officer, global consumer engagement Frank Cooper III.

     

    To be released this fall, the short film will be shot from multiple locations and perspectives – both on Earth and in space. Designed to unite and inspire generations around the world as part of the #PepsiChallenge, Pepsi will invite consumers to participate in this unique film phenomenon. Filming will take place in more than 10 countries across four continents where thousands of consumers will join together to be filmed by UrtheCast’s proprietary HD video camera – permanently and impressively leaving their mark on history as part of this once-in-a-lifetime experience.

     

    While UrtheCast captures a powerful perspective from space that few have ever experienced, Usher will invite fans to capture through a single photo an image that they feel inspires and amazes others to look at the world in a new way. Beginning today through June 2nd, fans around the world can submit one photo each day to PepsiChallenge.com. Usher will select the most powerful image and invite the talent behind the lens to meet him on set at the upcoming film shoot, with the winning image also featured in the short film. For contest official rules, including eligibility requirements, and to view a selection of the best images from around the world, visit www.PepsiChallenge.com.

     

    “Throughout my career, I’ve had the opportunity to be a part of some truly amazing experiences. I’ve always tried to push boundaries and to inspire others to go beyond what they perceive as their limits. I feel fortunate to have the opportunity to partner with Pepsi and UrtheCast to be a part of creating this intergalactic short film shot from space and am excited to jump in and take on this once-in-a-lifetime challenge and experience,” said Usher.

     

    With a launch that marked #PepsiChallenge as the #1 Twitter trending topic worldwide, and engagements by and with Pepsi global brand ambassadors and international luminaries, fashion houses and sports celebrities alike, the Pepsi Challenge continues throughout 2015 with additional global and local challenges designed to galvanize consumers around the world to live life to the fullest and make every moment – big or small – epic. Challenges are issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors. 

  • Star’s ‘Mauka’ campaign drives YouTube’s views in Q1

    Star’s ‘Mauka’ campaign drives YouTube’s views in Q1

    MUMBAI: With a whopping 10 million views, Star India’s ‘Mauka Mauka’ ad campaign for the ICC Cricket World Cup earlier this year, has been the second most watched campaign in the first quarter of 2015 on the video platform YouTube.

     

    The campaign comes second only to Gillette’s ‘the best a fan can get’ ad campaign.

     

    The ICC Cricket World Cup 2015 was a money raker in Q1 2015 as advertisers flocked to the tournament. With India’s stupendous performance throughout the World Cup, it was indeed one of the most important moments of the year. However, a lot has also changed since the last edition of the World Cup in 2011. For example, there are more users now on the Internet, social media commentary drives live entertainment and the match is played both on field and off the field across the Internet. Keeping the third reason in mind, YouTube India came up with the top trending ads of Q1 and cricket was the flavor of the quarter.

     

    A number of users lapped up campaigns built around the gentleman’s game. With the UGC around Mauka Mauka garnering a total of 10 million views only went on to prove the power of YouTube as a platform that can amplify the reach of a campaign through endemic content.

     

    The third campaign making it to the list was the Boost Cricket Anthem – Hey Champion, Stay Champion. The fourth in the list is the innovative #LiveItAbhi campaign undertaken by FMCG brand Pepsi.

     

    Ranbir Kapoor and Saavn Cricket World Cup 2015 ad featured on Valentine’s Day came in fifth followed by Pidilite. The Sony Bravia TVC called The Most Colourful Cricket Experience stood at the seventh spot while Cricket Face Paint campaign by Google+ took the eighth spot.

     

    The #YehGameHiHaiTasteKa brand campaign by Lays was at the ninth spot while the tenth spot was taken by the Micromax Unite Cricket Anthem 2015.

     

    As per the report, the list suggests that users love content that is built around things that they are passionate about, in this case cricket.

     

    “As a marketer, when these big sporting moments occur, one wants to be there for people, helping them have the time of their lives before, during and after the game — not just waiting for a break in play to get a word in,” states the YouTube India report.

  • IPL8: Internet services & B2C grab eyeballs; Vodafone tops brands chart

    IPL8: Internet services & B2C grab eyeballs; Vodafone tops brands chart

    MUMBAI: A total of 52 brands from 28 categories have garnished the commercial breaks between overs and fall of wickets so far in the Pepsi Indian Premier League (IPL) season 8. 

    Amongst all the categories, Internet services and B2C categories topped the chart with 29 per cent share of ad volume. It must be noted that e-commerce ventures like Amazon, PayTm also fell under the same category. Amazon upgraded itself as a presenting sponsor of the flagship franchisee cricket tournament.

    On second spot stood cellular phone services with a share of 11 per cent of ad volume, whereas cellular phones – smart phones category with a 10 per cent share of ad volume was on the third spot. Two wheelers and aerated drinks were ranked fourth and fifth with shares of eight and six per cent respectively.

    The pole position in brands chart was acquired by Vodafone cellular phone service (8.4 per cent share) closely followed by Amazon.in (8.03 per cent share). DTH player Tata Sky, which recently launched a multi film series ad campaign called ‘Daily Dillagi’ exclusively for the IPL, ranked third in the list of brands with top ad share. Paytm and Snapedeal.com followed at fourth and fifth spot respectively.

    • Parameters

    1. Source : TAM Media Research

    2. Channel: SONY MAX || SONY SIX || SONY AATH || SONY KIX

    3. Period: 8 April – 18 April, 2015

    4. Match: Match 01 – Match 14

    Commercial Advertising: A period of time when commercial ads are shown during live telecast of the match at events like over change, fall of wicket etc.  

    • Highlights:

    • A total of 57 brands were present during Commercial Breaks of IPL 8 matches on Sony Max, Sony Six, Sony Aath and Sony Kix.
    • Twenty-nine per cent share of ad volumes during IPL 8 matches was from ‘Internet Service – B2C & Online Shopping’ category under which brands Amazon and paytm topped.

    · Notes:

    1. Only Live matches excluding Pre-Mid-Post Match analysis

    2. Report based on Pure Advertising duration i.e. it excludes Program Promotion ads, Franchisee ad, Cricket Board (BCCI) and Official Broadcaster (Max)