ITV

Tag: Prashant Madan

  • Parineeti Chopra is Sugar Free brand ambassador

    Parineeti Chopra is Sugar Free brand ambassador

    NEW DELHI: Actor Parineeti Chopra, who is fast climbimg the ladder to catch up with Virat Kohli and Ranbir Kapoor in television ads, will now promote the sugar substitute Sugar Free as its brand ambassador.

    As part of its new brand campaign, the actor will be seen in a new television commercial that goes on air across general entertainment channels and news channels in the country. Sugar Free has also taken a step forward to reinvent itself and position the brand as a healthy alternate to direct consumption of sugar.

    The brand’s new tagline – Smartness Waali Sweetness – is aimed at attracting the audience to make a healthy choice of giving up sugar while continuing to retain sweetness.

    The new TVC which went on air on 5 June sees Parineeti playing the role of a young sister-in-law prodding her brother-in-law to make a smart choice by adding Sugar Free to his post-work out nimbu paani. The campaign will be supported by a surround marketing plan including print, on-ground and digital media engagement. The new TVC is directed by Prashant Madan from Nirvana Films.

    Zydus Wellness COO Tarun Arora said: “Our new campaign is all about making smarter choices. Today, consumers are inundated with a variety of options – be it foods, consumer goods or even health. Sugar Free is their partner in making an intelligent, smart choice of taste without having to give up on their indulgences. The concept of ‘Smartness Waali Sweetness’ emphasizes on the smarter choice – To give up sugar, not the sweetness”.

    He added that Chopra’s transformation which is a reflection of her dedication and her willpower to make smart health choices resonated well with what the Zydus intended to say. “We have no doubt that this association with Parineeti will provide a good reason to the consumer and inspire them to opt for a smarter, healthier lifestyle without much compromise or change”.

    ”Parineeti Chopra has been the talk of the town with her recent transformation from a bubbly girl-next-door persona to becoming the poster-girl for fitness. She is the new youth icon to relate with when it comes to being fit; a true embodiment of the brand’s philosophy of bringing in a fitter lifestyle”.

    Chopra said “I am excited to be a part of this journey. I have always had a sweet tooth and can totally relate to how difficult it can be for someone to give up on sugar. It’s great how Sugar Free can help one to be off sugar but not sweetness. Healthy foods are not the only option. Making a healthy choice, consciously helps. Even during my weight loss transition, I fulfilled all my cravings just by opting for some smarter choices. Sugar Free was a natural fit for me to associate with and I took up the opportunity at the first instance. I haven’t given up on my indulgences. Just made some smart moves.”

  • Parineeti Chopra is Sugar Free brand ambassador

    Parineeti Chopra is Sugar Free brand ambassador

    NEW DELHI: Actor Parineeti Chopra, who is fast climbimg the ladder to catch up with Virat Kohli and Ranbir Kapoor in television ads, will now promote the sugar substitute Sugar Free as its brand ambassador.

    As part of its new brand campaign, the actor will be seen in a new television commercial that goes on air across general entertainment channels and news channels in the country. Sugar Free has also taken a step forward to reinvent itself and position the brand as a healthy alternate to direct consumption of sugar.

    The brand’s new tagline – Smartness Waali Sweetness – is aimed at attracting the audience to make a healthy choice of giving up sugar while continuing to retain sweetness.

    The new TVC which went on air on 5 June sees Parineeti playing the role of a young sister-in-law prodding her brother-in-law to make a smart choice by adding Sugar Free to his post-work out nimbu paani. The campaign will be supported by a surround marketing plan including print, on-ground and digital media engagement. The new TVC is directed by Prashant Madan from Nirvana Films.

    Zydus Wellness COO Tarun Arora said: “Our new campaign is all about making smarter choices. Today, consumers are inundated with a variety of options – be it foods, consumer goods or even health. Sugar Free is their partner in making an intelligent, smart choice of taste without having to give up on their indulgences. The concept of ‘Smartness Waali Sweetness’ emphasizes on the smarter choice – To give up sugar, not the sweetness”.

    He added that Chopra’s transformation which is a reflection of her dedication and her willpower to make smart health choices resonated well with what the Zydus intended to say. “We have no doubt that this association with Parineeti will provide a good reason to the consumer and inspire them to opt for a smarter, healthier lifestyle without much compromise or change”.

    ”Parineeti Chopra has been the talk of the town with her recent transformation from a bubbly girl-next-door persona to becoming the poster-girl for fitness. She is the new youth icon to relate with when it comes to being fit; a true embodiment of the brand’s philosophy of bringing in a fitter lifestyle”.

    Chopra said “I am excited to be a part of this journey. I have always had a sweet tooth and can totally relate to how difficult it can be for someone to give up on sugar. It’s great how Sugar Free can help one to be off sugar but not sweetness. Healthy foods are not the only option. Making a healthy choice, consciously helps. Even during my weight loss transition, I fulfilled all my cravings just by opting for some smarter choices. Sugar Free was a natural fit for me to associate with and I took up the opportunity at the first instance. I haven’t given up on my indulgences. Just made some smart moves.”

  • ‘B for Change’ is Bindass’ way to transform youth

    ‘B for Change’ is Bindass’ way to transform youth

    MUMBAI: Change is good, it’s said. Playing along the age-old adage is the youth entertainment channel – Bindass that has launched a new brand film – ‘B for Change’, that in one minute 56 seconds, captures the sentiments of today’s youth who wants to explore but at the same time don’t hesitate in going forward to bring about a change.

     

    So if the film showcases two guys who love partying but become heroes on social media after exposing a traffic police constable accepting bribe, it also shows a cool chick – uninterested in studies – making a mark as a tattoo artist.   

     

    The film, which captures multiple stories of the sort, is an effort from the channel to make its ‘Restless’ youth audience, an ‘Enabler of Purposive Action’. The new campaign is a progression from its previous ‘Restless’ concept.

     

    The film directed by Prashant Madan along with Bindass Creative Services (OAP Team) with inputs from the Disney UTV channel network, was also launched on YouTube and has garnered close to 11,000 views within a week.

     

    “The ad film is not preachy and yet fresh. It doesn’t force the youth to do anything and yet instills that feeling of doing something,” says Disney UTV VP, head of marketing Shikha Kapur and adds that the film stands for the change that the youth wants to see around them. “The message is simple, you can change, if you want to and Bindass can be the enabler of that. We are not an institution to push you to change, but we are a channel that is with you to incept the change in you,” she remarks.

     

    Interestingly, the ad film is not all, multiple activities are being planned under the campaign, ‘B for Change’. The channel will take the thought forward with other initiatives that would also include the inculcation of the idea in its programming. The channel plans to launch new shows around the concept.

     

    Quiz Kapur if the channel has shifted its positioning and she says, “Restless by nature, conscience and heart is a step before change. It is a step before taking an action. So this was a natural progression into restless becoming far more significant, as it now has become the ‘Enabler of change’. I don’t see this as a shift or change in positioning. It is a natural progression of a brand from being restless to getting into action.”

     

    A lot of research has been put by the channel to come out with the tagline. “It took us almost three to four months to finalise this. The entire process and journey has been thought through,” remarks Kapur.

     

    The film, which has been created by the in-house creative team of the channel, touches on all aspects of the youth’s life. Kapur says that the youth has a dual personality. “The youth of the country is not just about change, it is also about fun, attitude and partying.”

     

    While currently the ad campaign is being promoted through Disney UTV network, the channel will use other media vehicles as well in the coming weeks for an inclusive 360-degree campaign. “We will be looking at doing print, outdoor, in-theatre and radio campaign,” informs Kapur.

     

    The campaign targets the youth – both urban and in small town as the channel doesn’t want to distinguish. “The campaign doesn’t talk about the kind of people or the demographic it is relevant to. We want to reach out to maximum number of youth,” affirms Kapur.  

     

    To augment the campaign’s penetration, a website – www.bforchange.com has also been launched. “The website will help people to look for the options they have to bring about the change. 50-60 NGOs have partnered with us and from different fields. People visiting the website have the chance to volunteer for any of these,” concludes Kapur.

     

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  • Berlin School of Creative Leadership announces the Clear Channel Scholarship

    Berlin School of Creative Leadership announces the Clear Channel Scholarship

    MUMBAI: The Berlin School of Creative Leadership is proud to announce the ‘Clear Channel Scholarship for Leadership in Audio Innovation’.

    The scholarship will provide full tuition support for a top creative executive to participate on the Berlin School’s prestigious part-time global EMBA program starting in March 2014.

    Ideal candidates should be accomplished senior executives in the creative industries with a strong professional background and track record of creative excellence. Entries will be judged according to their overall profile and EMBA application, as well as their response to an additional Clear Channel Scholarship essay question.

    Indian Ad Guru Piyush Pandey – a long-standing supporter of the Berlin School –is urging Indian audio creatives to apply. “This is a fantastic opportunity for a top Indian audio innovator” , says Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather, India. “The Berlin School offers tremendous value and inspiration to creative minds by emphasizing the importance of leadership as a key differentiator in driving creative excellence.”

    Prashant Madan, Creative Director, Marketing & On Air Promotion, Disney-UTV India was the first recipient of the “Piyush Pandey Scholarship for Creative Leadership” and is receiving full tuition support to participate in the Berlin School of Creative Leadership EMBA Program that commenced this year in March 2013.

    “We are proud to work with the Berlin School to award this scholarship to the audio industry’s next creative innovator,” said Bob Pittman, Clear Channel Chairman and CEO. “Joining forces with the Berlin School to drive education and awareness of the value that audio advertising offers is a key initiative for us, and the Berlin School is a perfect global partner to foster such training and development.”

    Sheridan Johns, Director of the Berlin School, said the scholarship from Clear Channel adds a new dimension to the mix of students in the global EMBA program. “With the rise of social media in recent years, people tend to forget the bedrock and ubiquity of radio on the media and advertising landscape,” Johns said. “And – if the winner is from India – the Berlin School is able to help support leadership in the creative industries in India.”

  • Hungama TV rebooted

    Hungama TV rebooted

    MUMBAI: Disney UTV’s kids’ channel – Hungama TV – has had a makeover of sorts. The new avatar imparts a more local flavour while retaining the ‘unapologetically fun loving, mischievous and boisterous’ character of the channel.

    The redesigned page was launched on 1 October and it took the in-house team at Disney Interactive a little less than two months for the conceptualisation, direction and execution.

    Of the reboot, Disney UTV Media Networks director – creative services Prashant Madan says: “We have taken the traditional values of Hungama TV, and what it stood for, and just given it a new voice. And we wanted to reach out and put out a message as to what the new voice would be.”

    It's more like a challenge rather than a question explains Madan speaking about the new tagline – Hungama Machaya Kya?

    The brand refresh has been three-pronged; replete with a new tagline – Hungama Machaya Kya?, a new on-air look and package, and a fresh interactive feel.

    “So when we are talking about fun, we just don’t want to show it but make our users feel it, so our live action would really place our brand in a unique place as other kids’ brands don’t do that and it’s a very stand-out thing that we intend on doing. For our positioning, we used real kids to portray what we are trying to say. Like in adults, we have thought leaders, in kids, we have action leaders. So we wanted to inspire other kids and that is where the live action animation comes into play. And that kind of feeling can only be portrayed in true light with the right use of animation and graphics,” elaborates Madan.

    Supplementing the new look for the channel is a music video featuring kids in a colourful, playful mood, bringing alive emotions they experience in everyday life.

    “We have gone a step further with the graphic packaging as well, by adding a lot of things that kids find attractive and love to do. Like flying kites, latoos or playing marbles. So we have drawn inspiration from these small things that kids love to do at that age and converted them into something far more fun and engaging.”

    Incidentally, this is just the first phase of the revamp and the second phase will happen over the course of the year and will be more marketing and content-led.

    Madan says the new tagline is based on a recent survey by the channel where it emerged that there are always a few kids in every group who dictate the action and activities of the flock. Hungama decided to highlight these kids through its tagline while inspiring other children to follow their example and live life to the fullest. “So it’s more like a challenge rather than a question… so go out there and live life is what we are trying to say,” explains Madan.

    Additionally, the channel plans to go more local through its shows like Veer – The Robot, Luv Kush, King Vikram, and Suryaputra Karan.

    The brand refresh has been three-pronged; replete with a new tagline – Hungama Machaya Kya?, a new on-air look and package, and a fresh interactive feel

    So what’s the response so far? “It’s a bit too early to put numbers on the results of the revamp but with time, we will surely be studying them, as it’s something that our users need to acclimatise to,” says Madan.

    Of Disney UTV’s four youth-centric channels – Disney, Hungama, Disney XD and Disney Junior – Hungama is the only channel that is truly home-grown in nature. “We are a channel that is very Indian at heart, and extremely driven by Indian values and visuals, we drew our inspiration for this from the funfair that happens, because we wanted to imbibe the colours, the energy and the vibrancy that is in abundance in these melas, and so we have used those colours and also made ample use of symbols like the kite, latoo, see-saw or the marble contest to make the packaging very vibrant and Indian in nature,” rounds off Madan.

  • Prashant Madan bags Piyush Pandey Scholarship for Creative Leadership

    MUMBAI: Disney-UTV India creative director – marketing and on-air promotion Prashant Madan has been awarded the Piyush Pandey Scholarship for Creative Leadership.

    He will receive full tuition support in the amount of €53,000 to participate in the Berlin School of Creative Leadership EMBA Program starting in March 2013.

    Ogilvy & Mather India chairman Piyush Pandey said, “I am delighted that Prashant Madan has been selected by the Berlin School for the Scholarship. It was a very keenly contested process and it was extremely difficult to make the choice. It was Berlin School‘s robust procedure that made the final decision. I wish Prashant great success at the Berlin School. Make India proud boy!”

    The scholarship, which was only eligible to candidates of Indian descent and currently residing in India, was an opportunity established to honour Pandey‘s service and support of the Berlin School. The scholarship was designed to help support leadership in the creative industries in India and emphasises the importance that effective leadership has in achieving creative excellence.

    Berlin School Director Sheridan Johns said, “We‘re thrilled to welcome Prashant to the Berlin School. As the first EMBA program participant from India Prashant will add to the diversity of the global Berlin School community as well as provide a wealth of experience and exciting ideas that will enrich the learning experience for the whole class.”

    According to the official statement, this is the first scholarship the Berlin School has offered specifically aimed at the Indian creative industries.

    Madan has over 12 years in on-air promotion and original content creation in genres including Youth Entertainment, Reality Television, English and Hindu movies, Business News, Events, Game Shows and Sports. He has been responsible for the launch and on-air branding of entertainment channels like Sony PIX, UTV Bindass, UTV Stars, UTV Action and UTV Movies.

    “I am honored and delighted to have won a scholarship instituted in honor of Piyush Pandey, a leading light in India and a huge inspiration for all creative leaders. Attending the Berlin School will offer me a tremendous opportunity to sharpen my skills for leading creative communication and strategy change in India, and ultimately across the globe,” Madan said.

    Madan will begin his EMBA program studies in Berlin on 10 March 2013, joining participants from over 45 countries as they complete five specially designed interdisciplinary two-week modules held in Asia, Europe and North America.