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Tag: Red Bull

  • Viewster adds Red Bull Media House content

    Viewster adds Red Bull Media House content

    MUMBAI: The VOD service Viewster has added to its catalogue a slew of sports and culture content from Red Bull Media House, which will be available on demand for viewers in the UK, Benelux, Germany and the Nordics.

    The content package includes Red Bull Art of Motion, which showcases the disciplines of free running, parkour and martial arts; Red Bull Beat Battle, featuring epic dance battles in a range of styles; Red Bull Tops seasons one and two, highlighting the best of the best in a range of extreme athletics; and Red Bell Cliptomaniacs, a compilation of sports and action footage. Also part of the deal is Ryan Doyle Travel Story, a travel doc that features Ryan Doyle, a world champion in freestyle running.

    “Five years ago, when consumers wanted to be entertained, they switched on the TV. Today, they are turning to the web and on-demand video services,” said Viewster CEO Kai Henniges. “Smart brands like Red Bull with its media company Red Bull Media House have recognised this and are now looking at new distribution channels that will introduce their content to new audiences. By making content available on-demand, sports and music fans worldwide can watch this unique content whenever and however they choose. And with our ever-increasing library of film and TV content also available, it’s not surprising that we’re continuing to see month-on-month growth worldwide, as audiences discover new and interesting content.”

    “As the models for providing content continue to evolve, Red Bull Media House is committed to engaging audiences with high-quality programming on the platforms that are relevant to them,” added Red Bull Media House chief commercial officer Alexander Koppel. “Digital options are an integrated part of our delivery system, and we look forward to sharing compelling content with Viewster’s expansive audience.”

  • Viewster adds Red Bull Media House content

    MUMBAI: The VOD service Viewster has added to its catalogue a slew of sports and culture content from Red Bull Media House, which will be available on demand for viewers in the UK, Benelux, Germany and the Nordics.

     

    The content package includes Red Bull Art of Motion, which showcases the disciplines of free running, parkour and martial arts; Red Bull Beat Battle, featuring epic dance battles in a range of styles; Red Bull Tops seasons one and two, highlighting the best of the best in a range of extreme athletics; and Red Bell Cliptomaniacs, a compilation of sports and action footage. Also part of the deal is Ryan Doyle Travel Story, a travel doc that features Ryan Doyle, a world champion in freestyle running.

    “Five years ago, when consumers wanted to be entertained, they switched on the TV. Today, they are turning to the web and on-demand video services,” said Viewster CEO Kai Henniges. “Smart brands like Red Bull with its media company Red Bull Media House have recognised this and are now looking at new distribution channels that will introduce their content to new audiences. By making content available on-demand, sports and music fans worldwide can watch this unique content whenever and however they choose. And with our ever-increasing library of film and TV content also available, it‘s not surprising that we‘re continuing to see month-on-month growth worldwide, as audiences discover new and interesting content.”

     

    “As the models for providing content continue to evolve, Red Bull Media House is committed to engaging audiences with high-quality programming on the platforms that are relevant to them,” added Red Bull Media House chief commercial officer Alexander Koppel. “Digital options are an integrated part of our delivery system, and we look forward to sharing compelling content with Viewster‘s expansive audience.”

  • Red Bull launches its new TVC

    Red Bull launches its new TVC

    MUMBAI: The energy drink Red Bull has rolled out its new digital campaign in India. The brand believes “they give wings to people who want to be mentally and physically active and have a zest for life.”

    The TV commercial opens a window to discover the world of Red Bull and through Twitter hash tag #GivesYouWings at the end of the TVC.

    The digital ad is a compilation of moments with Red Bull athletes who are on the edge of performing the difficult stunts and artists from across the globe. The TVC has showcased different games like kayaking, wake boarding, cliff jumping and air borne stunts etc.

    The campaign also communicates the enabling message of giving wings which says, “The challenge of my life is to find out how far I can take it, the only thing you can think of in that moment is right there. If you believe in it then anything is possible”.

    The commercial captures the world‘s foremost free-running athlete Ryan Doyle at the Taj Mahal while also capturing several other international Red Bull athletes, including Formula 1 triple world champion Sebastian Vettel, living in the moment of their big challenge and eventual triumph.

    The ad is a testimonial of the Red Bull athlete and artist‘s inspiring journey and it is set to the track ‘Outro‘ by French band M83.

    The creative agency behind the campaign is and it is produced by Red Bull Media House Archives.

    The Beverage is active on a social platform like Twitter and Facebook, where in Facebook – the social media network giant has 38,179,472 likes and 1,022,453 followers on Twitter.

    The brand has various products like Red Bull Energy, Red Bull Sugarfree, Red Bull Cola, Red Bull Energy Shot, Red Bull Sugarfree Energy Shot, Red Bull Media House, Red Bull Signature Series, Red Bull Racing, Red Bull TV and The Red Bulletin.

  • BBH to design creative communications and digital solutions for CRY

    MUMBAI: Child rights organisation CRY – Child Rights and You – has appointed BBH to develop their creative communications and digital media solutions.

    The agency has been brought on-board at a time when CRY is embarking on its own mission to engage with a younger audience, especially through the digital space. The mandate spans the spectrum of communication solutions – from overall communications strategy to digital initiatives and engagement strategy for CRY’s operations in India as well as overseas.

    CRY Director – Resource Mobilisation and Volunteer Action Yogita Verma said, “Creating brand awareness and mobilising people for the cause of child rights is a challenge, particularly when limited resources need maximum impact. The digital space is one such area where CRY can engage with its target audience, and BBH’s specialisation in digital media and creative tools in the digital space will help CRY reach out to a wider audience.”

    She added that CRY’s communication mandate is to raise awareness and thereby action for children in India for whom a happy, healthy childhood is not a natural consequence and the NGO felt that BBH is not only extremely skilled at what it does, but is also truly passionate about children and committed to ensuring the children a future filled with hope.

    BBH India Managing Partner Subhash Kamath said, “It is not often in advertising that one gets a chance to use one‘s skills and talent for a real cause; something that directly impacts society, especially children. We are proud to partner CRY on their journey and we have tremendous respect for what they do. All of us at BBH are looking forward to working on some groundbreaking strategies for them.”

    BBH Communications, part of the Publicis Groupe, was launched in India in 2009 and has grown to be a 65-people strong organisation with a portfolio of clients like Unilever, Marico, Diageo, Skoda, Red Bull, Google, World Gold Council, Times Group and Acer.

    Established in 1979 in Mumbai, CRY was among the first indigenous Indian NGOs working for the rights of children in India. Since then, the organisation has grown to a national institution, present in over 23 states and reaching out to almost a million children every year. For over three decades, CRY has been committed to making a lasting change in the lives of Indian children by ensuring their right to live, learn, grow and play – in short, every child’s right to a happy childhood.

  • Red Bull, du extend partnership for Abu Dhabi GP

    Red Bull, du extend partnership for Abu Dhabi GP

    MUMBAI: Red Bull Racing has announced that du, the provider of superfast LTE 4G mobile broadband in the UAE, will continue as a race partner for the Abu Dhabi Grand Prix for 2012 and 2013. The telecom company already partnered the team at this event in 2010 and 2011.

    As part of the agreement, du‘s logo will appear on Red Bull Racing‘s Formula One cars, the overalls worn by Sebastian Vettel and Mark Webber and the race shirts of Christian Horner and Adrian Newey. To celebrate the partnership, du has also launched a range of competitions around the event, with prizes including a chance to meet current World Champion, Sebastian Vettel.

    du chief commercial officer Farid Faraidooni said, “As the provider of superfast LTE 4G mobile broadband, it makes perfect sense for us to renew our partnership with Red Bull Racing. Our customers can now not only enjoy breathtaking mobile broadband speeds, but the fastest racing experience on the planet.”

    Red Bull Racing Team Principal Christian Horner said, “We are very pleased to have once again come together with du and the team is delighted to feature du‘s logo at the Formula One Etihad Airways Abu Dhabi Grand Prix for this year and next.”

    Those attending the Yas Marina Circuit this weekend will be able to enjoy a fully interactive experience, as the telecom company will implement thrilling ground activities to emulate the speed of its LTE 4G mobile broadband network.

    F1 and music fans will also have the chance to see three of the world‘s biggest celebrities – Kylie, Eminem and Nickelback – in the du Arena, as they perform for the after-race concerts. du will provide a unique experience in its concert venue, the du Friends Lounge, both before and during the performances.

  • Kotler is dead and marketing mantras need to be rewritten: Murthy

    Kotler is dead and marketing mantras need to be rewritten: Murthy

    MUMBAI: Several generations of marketing and management students have been brought up on the mantra of 4Ps framework: Product, Price, Placement and Promotion. But Pinstorm founder Mahesh Murthy feels that this framework doesn’t serve the 21st century market.


    Murthy said, “When it comes to the 4Ps of marketing, things have changed with time. Out of them, Placement has undergone through the biggest change. Today, anyone through Internet is getting in touch with millions of people worldwide. In today’s world it’s not about how much you spend, but it’s about how less you have to spend. Red Bull, eBay, Twitter are fantastic examples where they have never spent on advertising but have achieved a lot. Marketing IQ is inversely proportional to marketing budget.”


    Murthy was speaking at Click Asia Summit 2012 here. Addressing on the theme- ‘Kotler is dead: The new principles and process of marketing‘, he suggested a new way to look at creating, managing and measuring the success of brands.


    Murthy felt that there are a new set of rules that should be followed by the marketers and not the one that were laid by Kotler.


    According to him, there are two new ways to look at the future: blue sky or extend key part of the present. He said that the future is already here, it’s just not evenly distributed.


    “Digital is not niche anymore. It is the mainstream medium, even in India. Star Plus, the No. 1 GEC in India has 25 million viewers. In India, there are 90 million desktop net users, 85 million mobile net users, and in total there are 140 million Internet users. There are 110 million Indian cable and satellite (C&S) homes and Times of India’s (TOI) national circulation is 7 million. So, this is an evident of the reach and use of digital medium in India. Critically, Indian Internet users have already crossed C&S TV household and soon social media user will too.”


    Murthy noted that arguably digital medium has the largest reach in India. He foresees that by 2014, there will be 150 million desktop Internet users in India while there will be 225 million mobile Internet users. The total Internet user base will increase up to 300 million while C&S viewership will rise to 140 million. Also, social media is the fastest growing medium. And you don‘t need to spend as much as you do in the broadcast medium.”


    The digital medium lets you side-step publishers and be one yourself. So, competing on digital doesn’t need large budgets. “No longer have media budgets made any difference,” he added.


    Murthy observed that media is vacating editorial for marketing. He emphasised on building engagement on fan page. Citing an example of changing times, he said that the campaigns which used to take months to get ready now are being made within minutes.


    He believed that the whole process needs to change and all the operations should work in sync. It starts with research where one is suggested to absorb all one can and hence solve the existing problems. Then after listening and reaction comes into analysis, the planning stage should come. In the later stage creativity comes wherein one needs to invent. It should be followed by an integrated media plan to radiate the message out. It’s hard to succeed till the work is done in co-ordination.


    “It’s easy to get it wrong on digital. Short term thinking and non-integrated work contributes to this. Brands if not handled properly on digital medium, can be killed,” he cautioned. “Also, digital is increasingly not about specialisation, but it’s about multi-specailisation. One needs to speak to people and not take use of scripts for the same. Digital should not be treated as call-centre,” Murthy stated.