MUMBAI: Automobile lubricant maker Castrol India has launched their ICC World Cup advertising campaign featuring master blaster Sachin Tendulkar.
The 52 -second television commercial shows Tendulkar batting – and towards the end of it introducing the ‘World Cup ka Hero‘ contest.
The campaign involves a range of consumer connect programmes across various channels including outdoor media, digital platforms and mass media advertising.
The TVC is conceptualised by Ogilvy and Mather.
MUMBAI: Sachin Tendulkar is not only ruling the cricket field with his free-flowing strokes but is also scoring in the advertising world. Coca-Cola is signing up Sachin Tendulkar as its brand ambassador, sources familiar with the development say.
The three-year deal is valued at around Rs 200 million, the sources add.
When contacted, a Coca-Cola spokesperson declined to comment.
Coke will be shooting a new television commercial ahead of the World Cup, the sources say.
Tendulkar was earlier representing Coke‘s rival brand, Pepsi.
MUMBAI: Pune-based property developer Amit Enterprises Housing has signed cricket maestro Sachin Tendulkar as its brand ambassador. This is the first time that Tendulkar is endorsing a real estate company.
Amit Enterprises has a three-year ambitious plan to emerge as an international real estate developer. It is planning significant investments in cities like Mumbai, Nasik, Aurangabad, Nagpur, Kolhapur, Kalyan, Bangalore, Chennai, Hyderabad, Ahmadabad and Delhi in addition to having its presence internationally in Muscat.
And to build its brand name, the company is going to invest over Rs 50 million in promotions. “We are going to invest approximately Rs 50 million on ads in the current year. “We will be promoting our brand only through print and digital medium; we have not planned to use electronic media,” Amit Enterprises marketing director Sanjeev Pate told Indiantelevision.
On the reasons behind selecting Tendulkar as brand ambassador, Amit Enterprises CMD Kishor Govind Pate said, “Our association with Tendulkar recapitulates our plans to enhance and expand our business in the near future. We are extremely privileged to have partnered with him and through this association, we hope to build a strong brand connect with our customers.”
Tendulkar added, “My partnership with Amit Enterprises is for the real-estate sector and I am happy that the company believes in the values of trust, commitment and consistency with a constant need for improvement.”
MUMBAI: Online marketplace eBay India, and Mandira Bedi have announced the launch of the eBay Cricket Mania campaign.
This is a campaign for the two million strong eBay India community toexpress their support to Team India as they prepare for the World Cup by wearing trendy “Go India Go!” bands in the Indian tricolours and win rare cricket collectibles.
eBay India is donating Rs. 5 to the NGO Mouth and Foot Painting Artists (MFPA) on behalf of every eBay member who sports the patriotic and colourful bands.
The eBay India Cricket Mania rewards all buyers on eBay India with cricket collectibles through the World Cup. One can shop on eBay India and win cricket gifts. Every buyer who hits a single (completes one transaction) wins a eBay India “Go India Go!” band.
If the buyer scores two runs (completes two transactions), he gets a special 100 years of cricket VCD compiled by David Gower. If the buyer scores 4 runs (completes four transactions), he is rewarded with a cricket ball autographed by Mandira Bedi. For all buyers hitting a sixer or completing six transactions, they get an original Sachin Tendulkar autographed biography – The making of a cricketer.
Bedi said, “I am thrilled to be associated with eBay which is one of the most exciting online brands and the India’s leading online marketplace. eBay Cricket Mania gives millions of Indians the opportunity to demonstrate their cricket passion by actively participating in the World Cup campaign and winning rare cricket memorabilia.”
eBay India country manager Rajan Mehra says, “At eBay India, we believe in engaging with the youthful online shopper by providing a shopping experience which is fun and exciting. As cricket is the national passion, we wanted to provide an opportunity for the Community to express their support for Team India at the World Cup. The eBay Cricket Mania initiative helps to build on the cricket fervor and additionally supports the noble cause of Mouth and Foot Painting Artists Association.”
MUMBAI: Neo Sports has announced that it will air the live telecast of the Super League for the Ranji Trophy finals from 2 to 6 February 2007.
The finals between Mumbai and West Bengal, will be played by a host of top players like Sachin Tendulkar, Saurav Ganguly, Ajit Agarkar and Zaheer Khan.
The company claims that the telecast of the Ranji Trophy finals is an extension of the commitment of Neo Sports to bring domestic cricket closer to cricket lovers and with the seasoned players playing the series, it will definitely be an even more exciting game to watch.
MUMBAI: The Pakistan Blind Cricket Council, under the aegis of the World Blind Cricket Council, will organize the Blind World Cup this year. CNN-IBN will be promoting the Indian Blind Cricket Team in the Third Blind World Cup.
This Cricket World Cup for the Blind, the third of its kind, will be held in Islamabad, Pakistan from December 3-16. The occasion will see the participation of eight countries from around the World – Australia, England, India, New Zealand, Pakistan, South Africa and the West Indies.
CNN-IBN has devised an interesting line-up of programming for the World Cup to ensure it’s maximum and all-around coverage. The channel will capture the essence of the Blind World Cup in their sports bulletin ‘Cricket 360”. The show will feature the highlights of the day’s match in conjunction with cricket personalities with the likes of VVS Laxman – brand ambassador for the ACBI, Sachin Tendulkar, and Rahul Dravid among many others. In addition, the channel will also feature training sessions and exclusive tips from the experts.
MUMBAI: This afternoon the National Sports Seminar was held by the The Sports Journalist Federation of India.
The speakers included Fed Cup coach Enrico Piperno, BCCI executive secretary Ratnakar Shetty, Ogilvy & Mather chairman Piyush Pandey and Tam Media CEO L V Krishnan.
Krishnan looked at how coverage of sports in the newspapers influences television viewership. “Sania Mirza needs to thank two people – her coach and journalists. The coverage on her has been fantastic. When she played Serena Williams at the Australian Open recently it made front page news. Ratings soared in Andhra Pradesh and Hyderabad.
“Newspapers educate sports fans on a topic. They are then motivated to go to the television to watch the happenings. A recent event that benefitted in a big way from newspaper coverage was the football World Cup. In 2002 when the event was on the Indian cricket team was playing England at the same time. Cricket won comfortably then.
“This time there was a 300 per cent jump in the viewership of the soccer World Cup. That is because of the huge newspaper coverage. There was 450,000 cms worth of print coverage which was more than what was seen during the 2003 cricket World Cup. For the common man, media is a seamless medium. They read about a sports event in the newspaper and then they gravitate towards the television.
“At the same time you need a personality that captures the public’s imagination. Hockey has suffered in this respect. There is no one dominant personality who can give the sport a push as far as visibility is concerned. Soccer on the other hand is filled with famous names. Their pictures in the newspapers create a lot of recognition even in the smaller towns.”
He also spoke about the effectiveness on advertising in sport. After all it is the one genre where in product placement blends in seamlessly. An example was Pepsi getting involved with a cricket series a couple of years ago. They branded the boundary rope with triangles. It worked well because the camera focus on the boundary rope was high. Replays also helped visibility. “By comparison if a character in a soap is shown drinking a Cola it looks out of place and disrupts the flow of the story.”
Pandey noted that in India there are two great advertising vehicles Bollywod and sports (mostly cricket). the advantage that a sportsperson has is that he/she is a great body of character. “There is performance which kids aspire for and parents appreciate. There is the power of youth and also physical activity. Unfortunately in India, there is laziness both on the part of the agency and on the part of the sportsperson.
“They do not sit together. If they did, then the scriptwriter would get a clear idea of what it is the sportsperson can and cannot do. Because there is lack of dialogue you get ads that ridicule a sports person. The Sehwag Ki Ma ads made a great batsman look like a fool. I can also think of just two ads where Sachin Tendulkar’s appeal was used well. One was the Pepsi mask ad. here the fact that he likes kids came through. Also Pepsi wisely did not let him speak,” said Pandey.
He noted that a lot of great ads use sportspeople in a natural environment. An example is Sampras and Aggasi playing tennis for a Nike ad. At least the company is not using Sampras to sell diapers. It is upto the sportsdperson to also be selective of the kind of creative he/she appears in. Otherwise his/her brand value can go down.
Shetty spoke about the different ways the BCCI is using money. One way is increasing the pay for domestic cricketers. This enables someone to look at cricket as a career even if he is not in the national side. The BCCI also gives pensions to retired cricketers. It is also looking to give women’s cricket a push.
Then there is the stadium upgrade project. He admitted that the Wankhede stadium in Mumbai needs a facelift if it is to host matches during the 2011 matches. The BCCI will reimburse the various cricket associations upto Rs. 250 million on their renovating or building stadiums. The BCCI is also looking to create a corpus fund to help other sports. He added that the BCCI is going to inaugurate its head office at the Wankhede stadium in October. It is also looking to build a musuem where visitors can look at artifacts.
MUMBAI: Over 30 Indian television channels will simulcast a two-minute film The Voices of India on 18 July at 6 pm and 9 pm. The aim is to show solidarity with the victims of the serial train blasts that hit Mumbai last week.
It is for the first time that television channels like DD, Star, Zee, Sony, Times, ETV, MTV, TV 18 network, NDTV and Janmat will get together to air the film.
The Voices of India encapsulates thoughts expressed by Prime Minister Manmohan Singh after visiting the bomb blast victims. Sachin Tendulkar, Aamir Khan, Shah Rukh Khan, Fardeen Khan, Anil Kapoor, Yash Chopra, Preity Zinta, Karan Johar and Nana Patekar also feature in the film.
Designed as a Campaign for India, it is the citizens response to the terrorist attack on Mumbai.
MUMBAI: Mobile phones with cameras, computers, Shahrukh Khan, Cartoon Network, Pogo, Star Plus, Rani Mukerji, Sachin Tendulkar, online games, pocket money and Sania Mirza.
The common factor among these is that they are Indian kids’ favourites according to the findings of Cartoon Network’s sixth edition of its patented kids’ lifestyle study – New Generations 2005.
This year, the scope of the research has been expanded to include 15-19 year old teens, 4-6 year old kids, socio-economic class SEC C, as well as a number of new categories such as Health and Diet, Gadgets and Technology brands and Shopping and Kids’ perspectives.
Conducted in association with Synovate India, New Generations 2005 is the largest and most in-depth research on Indian kids and seeks to gain insights on various aspects of their lives such as, pocket money, media habits, values and attitudes, product consumption habits etc.
This year a couple of new elements have been added to the study, which are:
The respondents category has been expanded to include younger kids (mothers of 4-6 year olds), older teens (15-19 year olds) and SEC C across age groups.
New information areas like kids and their parents’ views on the child’s health and diet, TV viewing and regulation, sports and fitness, activity-mapping of a typical school-day and holiday, the brands that kids think are cool and the gadgets that kids desire has been included.
The survey revealed that almost 40 per cent of kids aged 7-14 across cities and SEC strata are computer users and have used a computer in the past month. While 54 per cent of SEC A kids use computers, 37 per cent of SEC B and 34 per cent of SEC C are computer users.
On the other hand, there is only a slight difference between boys (40 per cent) and girls (38 per cent). One in six computer users also surf the internet with more boys (20 per cent) than girls (15 per cent) surfing cyber space. Internet surfing increases with age with 20 per cent of 10-14s accessing the Internet, compared to 11 per cent of 7-9s. Also, 58 per cent of Internet users “usually access” the Internet at school, 26 per cent at cyber cafés and 17 per cent from home.
Mobile phones with cameras rank the highest in the list of gadgets of desire for kids 7-14 with 74 per cent of the children, who have heard of one, saying they would like to own one. This is followed by the X-Box at 45 per cent, Apple iPod at 43 per cent and Sony Playstation at 33 per cent, of the kids who have heard of these gadgets.
Nokia turned out to be the coolest brand among this age group with 72 per cent agreeing that Nokia was “very cool” followed by Sony (71 per cent), LG (60 per cent), Reliance (56 per cent), Wipro (35 per cent), Microsoft (39 per cent), Google (31 per cent), HCL (32 per cent), Infosys (30 per cent), amongst others, of the kids who have heard of these companies.
The study also highlights that 87 per cent of kids aged 7-14 feel that too much of their time is spent studying. The feeling is the highest amongst kids from Madurai (98 per cent), followed by Kolkata and Cochin at 95 per cent. It is 90 per cent+ in Mumbai, Chennai and Jaipur. However, for 80 per cent of kids across India, achieving the top rank is important even if it means having less free time.
Interestingly, Kolkata also scores high here (97 per cent), followed by Nasik (95 per cent), then Cochin (93 per cent). Delhi is the lowest of the 14 cities at 67 per cent. And 95 per cent of kids aged 7-14 in Kolkata believe that it is difficult to score good marks without tuitions/extra classes compared to the national average of 57 per cent and Mumbai (60 per cent), Delhi (38 per cent) and Bangalore (65 per cent).
Cartoon Network (47 per cent), Pogo (14 per cent) and Star Plus (9 per cent) emerge as top three channels amongst kids across India. On the other hand, TV viewing has emerged as universal among kids across the week, with over 9 in 10 parents watching with their kids.
Questioned about their top three favourite television genres, 79 per cent kids voted for cartoons, 34 per cent for sports and 31 per cent for movies. The genres remained the same when split among boys and girls with boys (45 per cent versus 22 per cent) opting for sports and girls (29 per cent versus 17 per cent) preferring dance/music shows.
Another interesting trend that was revealed in New Generations 2005 was the frequency of giving out pocket money to kids. Of kids who receive pocket money (39 per cent), 54 per cent receive pocket money on a daily basis, this is up from 33 per cent in 2004 and 24 per cent in 2003. Another fact is that 60 per cent kids get gift money, which is Rs 306 per year on an average. By adding the monies that kids receive each year (based on those receiving either gift or pocket money, only in the 14 markets), it comes to Rs 3.64 billion! And with a spending rate of 80 per cent, kids spend Rs 2.91 billion in a year!
Referring to health and diet, 83 per cent parents believe that their children eat plenty of fruits and vegetables (Mumbai at 95 per cent and Delhi at 65 per cent), 78 per cent of kids across India echo a similar sentiment, ranging from 94 per cent in Madurai to 57 per cent in Delhi agreeing that they eat plenty of fruits and vegetables. Also, 88 per cent parents across India (7-14) and their children agree they lead an active and healthy lifestyle with an impressive 99 per cent kids and 96 per cent parents in Madurai claiming so. However, 83 per cent parents would like their children to play more sports and 73 per cent kids would prefer to do so.
Coming to shopping now… 84 per cent of the parents have taken their children with them for shopping, with 63 per cent of them shopping with their kids at least once a month. One in four kids ask for something (every time) while they are out shopping with their parents and most of them get what they want as well. A child’s opinion and choice is taken into consideration while deciding to purchase even high value items. Also, 71 per cent of parents agreed that their child influences which brand is chosen while buying television sets, 70 per cent for computers, 67 per cent while buying mobile phones and 66 per cent on the purchase of a car!
Shahrukh Khan rules the roost as the favourite actor with 20 per cent of the total kids (7-14) voting for him, while Rani Mukerji emerged the favourite actress among all respondents with 16 per cent voting in her favour. The ranking is almost the same among boys (Shahrukh Khan -18 per cent and Rani Mukerji -14 per cent) and girls (Shah Rukh Khan – 22 per cent and Rani Mukerji – 17 per cent).
Sachin Tendulkar continues to be Indian children’s favourite amongst sportspersons with 41 per cent of kids aged 7-14 voting for him followed by Rahul Dravid at 13 per cent, Sourav Ganguly and Sania Mirza at 6 per cent each.
While 74 per cent of kids have heard of Sania Mirza and among these, nine out of 10 correctly identified the sport she plays, only 22 per cent have heard of Narain Karthikeyan and only six out of 10 of these could correctly identify his sport.
Turner International Asia Pacific Ltd vice president research and market development Duncan Morris said, “Being the trailblazers in the kids’ entertainment category, Cartoon Network also pioneered the use of large-scale research surveys focused on kids. With subsequent editions of New Generations, Cartoon Network seeks to trace and update the trends related to various aspects of Indian kids’ lives and make this valuable survey information available to all those who are concerned with Indian children. With extended scope and a number of new research categories, New Generations 2005 once again provides the latest and most comprehensive guide to kids in India.”
Turner International India Pvt. LTD senior manager research Krishna Desai said, “New Generations 2005 from Cartoon Network continues to build on its wealth of information about Indian kids and once again promises to be full of attention grabbing insights into Indian kids’ lifestyles, habits, preferences etc. Like its predecessors, New Generations 2005 is sure to be of great benefit and a reference guide to organisations and individuals with a focus on Indian kids, and aims to help further develop their expertise in this area.”
The field work for New Generations 2005 was undertaken during November – December 2005 covering 14 cities and 8,927 respondents comprising 4,043 children between 7-19 years and their parents plus 841 mothers of 4-6 year olds. The sample was evenly split by gender, SEC A, B and C and age ranges 4-6, 7-9, 10-14 and 15-19.