ITV

Tag: Sachin Tendulkar

  • Coca-Cola launches ad campaign with Sachin Tendulkar

    MUMBAI: Beverage conglomerate Coca-Cola has launched its latest communication campaign, ‘Cricket ki Khushi’, with its brand ambassador Sachin Tendulkar.

    Conceptualised by Lowe Lintas chairman and chief creative officer R Balki and his creative team, the new advertisement is produced by Amit Sharma from Chrome Pictures. It showcases cricket as a source of immense happiness transcending all boundaries, just like enjoying a bottle of Coca-Cola.

    In the new campaign Tendulkar urges people to keep playing, be happy and enjoy Coca-Cola.

    Coca-Cola India and South West Asia vice president – marketing Anupama Ahluwalia said, “Cricket makes India happy and Coca-Cola is celebrating this happiness. The campaign taps into the simple pleasures that this game offers, to tell this story of happiness. With this new campaign, Coca-Cola celebrates the passion and joy experienced by all of us through the game of cricket.”

    Balki added, “Cricket is this country‘s true happiness. The weather…the playground…the national team‘s performance…nothing can stop millions of people playing and experiencing the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket Ki Khushi Campaign”.

    The communication will be integrated with a range of initiatives including out-of-home (OOH) media, radio, internet, in store and on- the- ground activation across all key markets of Coca-Cola.

  • Film on Shahid Afridi in offing

    Film on Shahid Afridi in offing

    MUMBAI: Making films based on the life of cricketers is fast gaining ground in India. While Vidhu Vinod Chopra‘s Ferrari Ki Sawaari is said to be based on Sachin Tendulkar, two noted film producers of Pakistan are in the process of making a film on the country’s flamboyant cricketer Shahid Afridi titled Main Hun Shahid Afridi.

    Main Hun Shahid Afridi, to be made by Humayun Saeed and Shahzad Nasib entails the struggles and achievements of a simple boy who made it big in cricket through sheer determination and hard work.

    Directed by Osman Ali Raza, the film will also star Saeed himself.

    The film has been shot at popular stadiums in Karachi and Sialkot with the Pakistan Cricket Board (PCB) being actively supportive. More than 50 per cent of the film has been completed, according to the producers.

    The film’s lead role is being played by a 19-year-old Noman Habib, who himself is an aspiring cricketer. Afridi, however, would not be making an appearance in the film.

    Earlier, UK-based filmmaker Faisal Aman Khan made a film on the life of cricketer turned politician Imran Khan.

    Afridi, 32, has played 27 Tests, 334 one day internationals and 46 twenty20 internationals for the Pakistani team.

  • Jaypee Cement signs hockey trio as ambassadors

    Jaypee Cement signs hockey trio as ambassadors

    MUMBAI: Corporate India is slowly beginning to take note of India‘s national sport. The latest to join the bandwagon is Jaypee Cements, which has signed on hockey players Sandeep Singh, Sardar Singh and Shivendra as brand ambassadors.

    The trio have been signed for a period of two years and will be paid Rs 2.5 million each year as endorsement fee.

    Together, the three hockey players will be paid Rs 15 million for a two-year period.

    The hockey players have joined the likes of Sachin Tendulkar and Sania Nehwal as brand ambassadors.

    “We have just started to support hockey, the national sport. More will be done in future. We have started with these players, because they are the face of Indian hockey,” PTI quotes Jaypee Cements EVP Shiva Dixit as saying.

  • Bridgestone ups marketing budget by 20% in 2012

    Bridgestone ups marketing budget by 20% in 2012

    MUMBAI: Japanese tyre manufacturer Bridgestone India has upped its marketing spends by 20 per cent to Rs 300 million this calendar year with 40 per cent of the total spends set aside for television, according to a company executive.

    In the previous year, the company had a marketing spend of Rs 250 million, half of which was allotted for television.

    The company, which is a heavy user of sports as a marketing platform, believes its recent tie-up with World Series Hockey (WSH) coupled with its sponsorship of Sachin Tendulkar-led Mumbai Indians will pay it rich dividends. The tyre manufacturer announced earlier this week its title sponsorship of WSH for the first season of the tournament.

    “Partnering any form of sports is a natural extension of our marketing philosophy; we have been doing it for so many years now ever since Bridgestone Corporation was conceptualised. It helps us to connect to our target audience and in achieving our marketing strategy as well,” Bridgestone India GM PSR Sales & Marketing Vaibhav Saraf told Indiantelevision.com.

    He further added, “We started advertising in India in 2011 last year around April and the first thing we did was partnering with Mumbai Indians as associate sponsor. So we are quite keen on tying-up with sports events in India mainly from the perspective that it goes directly to our audience and that is a much salient way of putting your brand to your customers.”

    Bridgestone has a three-year sponsorship deal with Mumbai Indians effective till 2014. As the title sponsor of WSH, besides getting the title naming rights of the event, the tyre brand will also have on-air rights as part of a combo offer.

    Globally, the tyre manufacturer is associated with events like National Hockey League, National Football League and World Golf Championship. Its long-term association with F1 ended in 2010.

    The company counts youth as its core target group and, hence, the connect with sports. “In India, all guys with car are part of our TG and in terms of age of course male 25+ Sec AB and R1 (top social rural class),” Saraf explained.

    The brand hopes to derive the same mileage out of WSH sponsorship as it did from the IPL association through Mumbai Indians. Saraf expects WSH to deliver return on investment of at least Rs 100 million in terms of brand awareness.

    The hockey association, the company believes, will help in the North Indian market where it is weak and the game has been traditionally popular. The company also sees its 2000 dealers across India as a major consumer touch point.

    “Our evaluation is that we expect to get returns of at least Rs 100 million in terms of brand awareness and that’s the reason we have partnered WSH. The North belt has been a weak link for us and Hockey is tremendously popular there. We are also trying to tap into that segment which is not very keen on IPL and GEC. They have their own flavour, so we are trying to address those customers from Hockey,” Saraf held.

    Bridgestone’s marketing activity around the league will be limited to BTL since there is not much time left for the tournament. “Most of our ATL activity will be taken care by Nimbus and Neo Sports, we will not spend much on ATL activities. But for the BTL activities, which will be mainly to drive traffic to the stores, we will be spending on campaign and a lot on sales promotional materials,” Saraf affirmed.

  • Aviva explores father and child relationship in new campaign

    Aviva explores father and child relationship in new campaign

    MUMBAI: Aviva India launched a new brand campaign exploring father and child relationship.

    The TVC was released on 7 February. This 35-second TVC, which will be playing across channels, will also be supported by a 360 degree marketing campaign involving print, outdoor and digital communication to drive the message to the target audience.

    Building further on Aviva’s association with child space, this campaign looks beyond only child education insurance by taking a holistic view of protecting the child against all odds in life from a father’s lens.

    Aviva’s new brand campaign aims to highlight a father’s most important role – that of a protector along with all the other roles that he plays.

    The TVC shows Aviva’s brand ambassador Sachin Tendulkar introducing father of a new born to his future roles as a father which includes role of a friend, a guide, and teacher. However he is told that the most important role that he must play as a father is that of a protector, by ensuring that his child is well protected against the inconsistencies of life whether or not he is around.

    Aviva Life Insurance director – marketing Gaurav Rajput said, “Taking cognizance of India’s demographics and the concerns of young parents in the nation, three years back Aviva decided to concentrate on the child insurance space. As part of the insights study that we conducted recently, we realized that while education remains one of the key concerns of parents, in the bigger picture protecting child holistically is becoming more significant. We believe that no one has explored the father and child relationship and the evolution of the same over the years and in the protection space, father clearly plays a bigger role in a child’s life. “

    He added, “While many campaigns in the past have stressed on the importance of a mother’s role in a child’s life,there are very few which have attempted to underline a father’s contribution. Through this campaign Aviva intends to celebrate fatherhood by educating fathers about their most important role and encouraging them to protect their child’s future through appropriate insurance.”

  • Arms Communications wins Luminous and Groversons business

    Arms Communications wins Luminous and Groversons business

    MUMBAI: Luminous Power Technologies has appointed Arms Communications for its new home electrical division. The agency won the business following a multi-agency pitch that took place in Delhi and saw participation from several agencies including Meridian, which is the incumbent on the account.

    The annual media spends for this new division is estimated to be in the range of Rs 200-250 million.

    Arms Communications chairman Reet Ahluwalia said, “To leverage Luminous‘ exciting brand equity, and achieve high visibility will be the focus for the home electrical division, which will be launched under the Luminous brand.”

    The offering will include switches, fans, cables, and wires.

    The media mix will include print, TV, outdoor and below the line (BTL) activities.

    The media planning and buying duties for Luminous lie with Alliance Marketing and Advertising.

    Luminous deputy general manager marketing Sridip Banerjee said, “Arms Communication came across as an agency which can provide strategic inputs to the overall marketing approach. It was quite evident through their presentations and the detailed discussion which spanned several meetings that there are synergies in the way both the parties want to promote brand Luminous and an understanding was reached in terms of overall creative duties as well as day to day conduct.”

    Sachin Tendulkar, who was signed on as brand ambassador of Luminous Power, will also promote the offering of the home electrical division.

    In 2010, Luminous had appointed Meridian to handle its creative function. Arms Crestra was managing the creative duties for Luminous Power Technologies before Meridian.

    In a similar development the agency also won the creative account for ladies intimate wear manufacturer Groversons. The size of the business is estimated at Rs 70-80 million.

    Groversons was established in India in 1953 by Chaman Lal Grover. It manufactures ladies undergarments in woven, knitted, and hosiery fabric. Some of the brands from the group include Paris Beauty, Miss-t, Poem, Sparsh, and Sunaina.

    The group plans to use TV, print, digital, and below the line (BTL) activities to spread awareness about its brands. The campaign will begin by April 2012.

  • Nokia, Tata remain India’s most trusted brands; Anna Hazare is top personality

    Nokia, Tata remain India’s most trusted brands; Anna Hazare is top personality

    BANGALORE: Nokia and Tata have retained their position as the top two trusted brands in India this year, according to a recent brand study.

    Anna Hazare has surged, gaining the nation’s trust ahead of Sachin Tendulkar, Salman Khan, Amitabh Bachchan and Aamir Khan who feature in that order.

    According to the second edition of Brand Trust Report (BTR) released by The Comniscient Group’s Trust Research Advisory (TRA), Sony has slipped two positions to become the fifth most trusted brand, while LG and Samsung have moved up to the third and fourth positions.

    The BTR India Report 2012 lists India’s 1000 most trusted brands. There are 22 personalities listed in BTR.

    Reliance has slipped from its number six position last year to No.10, while Bajaj at No.7 has eased out Titan from the top 10 positions. LIC and Airtel have retained their last year’s positions of eighth and ninth ranks respectively.

    TRA CEO N Chandramouli said, “In life, without trust, there is nothing. Each time a human engages with anything, the basis for all decisions is trust. Be it brands, other humans, or just ideas, one will react to them on the basis of the trust it generates. Last year was tumultuous for several brands, but those which focused on trust, have gained market-share, revenues and profits. On the other hand, the brands which have focused only on the latter, have invariably lost both. Focus on building trust and all else will follow automatically.”

    Most Trusted leaders in some other categories are Armani in Branded Fashion, DLF in Construction, NIIT in Education, ONGC in Energy, PVR in Entertainment, Pepsi in F&B, Dabur in Healthcare, Taj Hotels in Hospitality, Google in Internet, ACC in Manufacturing, Thomas Cook in Services, Being Human in Social Sector, Hewlett Packard in Technology, and Air India in Airlines.

    The BTR is an attempt to understand and simplify concepts related to Brand Trust – it tries to help decipher, analyse and measure trust as the basis for all human-based engagements and interactions.

    The research has been carried out using TRA’s proprietary Trust Matrix comprising 61 different ingredients or components of trust. The research has been conducted with 2,718 ‘influencer’ respondents from 15 cities in India and is based on more than two million data points from 12,000 hours of research, said TRA.

  • Sachin Tendulkar is brand ambassador for Kaspersky Lab

    Sachin Tendulkar is brand ambassador for Kaspersky Lab

    BANGALORE: Security company Kaspersky Lab has appointed Indian cricketer Sachin Tendulkar as its brand ambassador.

    Tendulkar will represent the Kaspersky brand in India and other regional markets of Kaspersky Lab around the world.

    “Cricket is like religion in India. The youth of this nation looks up to Tendulkar as a huge inspiration,” said Kaspersky Lab Apac MD Harry Cheung.

    “Through this association, Kaspersky Lab aims to strengthen brand recall to meet the company’s ambitious growth plans. We believe that Kaspersky Lab will benefit from the tremendous credibility and influence of brand Sachin,” added Cheung.

  • Tendulkar plays photographer for Canon’s new ad

    Tendulkar plays photographer for Canon’s new ad

    MUMBAI: Percept/H, New Delhi‘s new television commercial for Canon IXUS HS features Indian cricketer Sachin Tendulkar as an avid photographer capturing the beauty of India‘s nights across the forts of Jodhpur to the peaks of Ladakh, all under low light and that without flash.
     
    The 30-second TVC titled “India‘s Nights Made Beautiful” is currently on air in the DLF IPL matches.

    With this TVC, Canon attempts to position its Canon IXUS HS as an ideal camera to shoot at night without using flash, without your pictures getting blurred and with utmost ease.

    Canon India SVP Alok Bhardwaj said, “Low light photography has always been a challenging task for people. No wonder, the High Sensitivity technology in the IXUS HS cameras is a sure shot winner. The idea of “India‘s Nights made Beautiful” has a very strong emotional connect as memories stay with you forever and one never wants their priceless memories to come out hazy or blurred. Sachin‘s integration into the idea has been phenomenal, justifying his presence in a completely new avatar.”
     
    The film has been shot by Adarsh Gupta of Nirvana Films, across terrains of Jodhpur, Jaisalmer, Haridwar and Ladakh.

    Percept/H Delhi associate creative director Gaurav Bahl said, “The idea to capture India‘s beautiful nights came from a very strong insight that all of us have somewhere faced in real lives while capturing images in low light from our ordinary cameras. I am sure the TVC will strike a perfect chord with the audience.” 
     
    Tendulkar quipped, “Well, the idea is incredible as anyone who gets a chance to capture India‘s beautiful nights under low light with the new Canon IXUS, will be overwhelmed.”
     

  • Hindi GECs play in tough World Cup turf

    Hindi GECs play in tough World Cup turf

    MUMBAI: The cricket World Cup is eating into the share of the other popular genres including the Hindi general entertainment channels, reinforcing the mass reach that the sport enjoys in India.
     
    For the three weeks since the World Cup started, the sports genre has seen a boost across the country as Indians have watched Sachin Tendulkar, Virender Sehwag and Yuvraj Singh bat to glory.

    While it may be good news for advertisers who have put big monies on the event, it is the executives of the Hindi GECs who have had to face the World Cup googly.
     
    GECs in the Hindi speaking market (HSM), which prior to the World Cup had a genre share of over 40 per cent, have seen a major flight of viewers to the cricket telecast.

    The Hindi GEC genre shrinks from 41.22 per cent in week 6 (30 January-5 February) and 40.53 per cent in week 7 (6-12 February) to 35.58 per cent by the end of week 10 (27 February-5 March), according to Tam data. And the fall is consistent. In week 8, Hindi GEC genre had a genre share of 38.46 which fell to 36.65 per cent in week 9.

    The sports genre, which was at 1.6 per cent in week 6 and 7, grew from 6.15 per cent (week 8) to 7.45 per cent (week 9) and finally to 9.45 per cent for the week ended 5 March.
     
    In the All India market also, the sports genre has seen a massive jump. It was a mere 1.61 per cent of the whole TV viewing universe in week 6 and 1.59 per cent in week 7. However, it grew consistently to 5.72 per cent in week 8, 6.82 per cent in week 9 and reached a whopping 8.84 per cent by the end of week 10 (27 February-5 March).

    Viewers are particularly hooked on to the India matches and the genre has gone up by over 7 per cent.

    In the All India market also, the Hindi GEC genre has fallen to 25.91 per cent (week 10) from 29.91 per cent in week 6.

    Clearly, when it comes to the pinnacle of cricket when the country‘s glory is at stake, there is no beating it.