ITV

Tag: social media

  • Zee Khana Khazana rolls out its first campaign ‘Kal kya banaoon?’

    MUMBAI: Zee Khana Khazana is launching its new ad campaign aiming to reinforce its positioning through its tagline ‘Ab Khana Sawal Nahi, Lajawab Hai!’

    Titled ‘Kal kya banaoon?’ the thought behind the TVC captures the mindset of every housewife, which is full of questions when it comes to making the everyday meal. The TVC shows a day in the life of a housewife who battles with the question ‘kal kya Banaoon’ all day, without getting an answer from anyone. Finally, she finds the answer in her own living room, with Zee Khana Khazana.

    Mansi Parekh will be seen as portraying the role of the worried Indian housewife, with ‘kal kya banaoon’ thought always on her mind.

    In the first phase the TVC will be available on DTH platforms, Digital and Social media and across Zee network channels. The ad film has been created by Scarecrow Communications.

    Zee Khana Khazana business head Amit Nair told Indiantelevision.com that the channel plans to continue to spend about 20 per cent of its marketing budget on digital media. “Brand activations, TV and Digital are the key mediums we will rely on. As it’s a niche channel with a focused target audience, the concentration is more on women specific radio time bands and integrations, digital advertising on women specific portals, concentration on social media and onground activations in a big way.”

    The ad will also travel to Multiplexes and other networks in the second phase. Zee Khana Khazana is currently available at Rs 30 per month on Dish TV, Videocon D2h and on digital cable. It will soon be available on other DTH platforms, the company said.

    On digital, the channel had done brand campaigns on the top ad networks and Google, YouTube.

    Talking about BTL activities Nair said, “We just concluded the four city BTL activity called Super cook that had a grand finale at Inorbit Malad on the 29 March. Through this activity winners in the four cities will get a chance to come onto our show ‘Ab Har Koi Chef’ and cook with our super chef ‘Chef Jolly Singh’. We are also planning to concentrate a lot on BTL activations like contest and workshops in malls, special workshop for women in societies, tie ups with different events conducted by parallel brands etc in the future.”

    The ads will be running the TVC across the network on all national channels excluding regional ones. The channel will also air the TVC on the HD channel of Zee and Zee Cinema.

    The TVC is directed by Radhakrishna Jagarlamudi. Meanwhile, it is produced by Satish Fenn of Ever After.

  • Social Wavelength wins SARE Homes social media biz

    MUMBAI: Social media agency Social Wavelength has been appointed as the social media agency for SARE Homes following a multi agency pitch.

    SARE Homes executive director David Walker said, “Expanding our online brand presence through social media will enable us to connect with young audiences who are aspiring to purchase a home of their own ways. We are happy with our choice of agency to deliver this task.”

    Social Wavelength joint CEO Sanjay Mehta said, “We are excited by SARE‘s concept of providing quality, community housing at strategic locations across India and we are glad to take this concept to their consumers.”

    SARE Homes, a company that has invested in seven integrated projects in major cities, offers quality, community-housing at strategically identified locations across India. SARE is in a high-growth mode and aims to double its area under development in the next three years.

    Social Wavelength has presence in Mumbai, Delhi, Chennai and Bangalore. Its’ suite of services include social media monitoring, online-reputation management, online PR, social media management and building online communities. Social Wavelength is also the authorised reseller for Radian6 for the Indian market.

  • Indian companies not exploiting full potential of social media: BMI report

    Indian companies not exploiting full potential of social media: BMI report

    BENGALURU: A study by blueocean market intelligence (BMI) has found that Indian companies have a long way to go with respect to maximizing the benefits of social media.

    blueocean market intelligence recently unveiled the results of its ‘2013 Social Effectiveness Index (SEI) 20’, a nationwide study accessing the Social Media Effectiveness of 20 of India’s Most Admired Companies (Fortune India-The Hay group survey). The study incorporated sectors that included IT, ITES, BPO, Oil & Gas, Automotive, Apparel, FMCG, Metals & Mining, Infrastructure, and Auto Components.

    BMI contends that the key challenge for Indian companies is to understand exactly how social media interacts with consumers, enables product and brand recognition, and drives customer acquisition, retention and loyalty. With social media in its nascent stages, there is an undeniable opportunity for companies to create a well-established, customer-centric image.

    BMI says that the SEI 20 ranking methodology is designed to measure business impact by integrating analytics, measurement, and monitoring. It captures conversations across the breadth of social networks and online communities, and correlates their impact with key business metrics such as revenue and brand value. It also directly measures business to consumer interactions in social media, including how Facebook and Twitter drive site visitors and purchase behaviour.

    BMI claims that it employed a comprehensive ranking methodology covering five key parameters that correlate to business metrics such as revenue and brand value. The brand’s share of volume of online conversations, customer engagement rate, depth of customer engagement, number of influencers and advocates on social channels, and net sentiment were measured by capturing conversations across the breadth of all social networks and online communities.

    The 2013 SEI 20 rankings revealed the following as top five performers –
    1. Tata Steel
    2. Tata Motors
    3. Dell India
    4. Tata Consultancy Services
    5. Bosch

  • OLX.in launches a new campaign to strengthen its ‘Bech De’ proposition

    NEW DELHI: OLX.in has launched a new TV campaign aimed at building and strengthening its ‘Bech De‘ proposition.

    OLX‘s new campaign communicates the core OLX message of ‘Bech De‘ in interesting ways using the previous campaign ‘Badi Badi Baatein‘s‘ married couple‘s playful teasing route.

    Conceptualised by creative agency Saatchi & Saatchi, the ad is an extension of the underlying value propositions of the brand – ‘Sab Kuch Bikta Hai‘ and ‘Badi Badi Baatein‘.

    OLX.in CEO Amarjit Batra said, “Our new ads are a reflection of inputs and insights gained from listening to our users and Indian consumers and derived from real life situations among couples and the typical Indian household. These new ads convey a simple message through a humorous storyline. Whatever be your reasons to sell your pre loved or pre owned goods – whether you have liked something new or are hardly using it, the solution is to just ‘Sell it on OLX‘ (OLX PeBech De).”

    The product highlighted in this ad is an expensive cruiser bike that is no longer being used in a manner promised by a husband to his wife while purchasing it. The beauty of story unfolds with the wife exaggerating the promises made and thus making the husband realise his folly.

    A wife is shown serving morning tea to her husband who is dressed up in casual summer attire. She starts teasing her husband and pretends to shiver while saying, “Is saal Shimla mein kitni thand hai…nahin??” The husband is taken aback and tries to ensure if his wife is in good health. He reverts back, “Babush tum theek to hona? Hum Delhi mein hai, apne ghar.” The wife retorts and says, “Tum bhulgaye hum aaj hi to aaye hai Shimla” and clarifies by mentioning that they arrived on his Bike “Jo tumne do saal pehle kharidi thi, long rides jayenge etc etc.” The husband is annoyed and says, “To kya karun iss bike ko phenkdun?” The answer that follows from the wife is simple, “OLX pe bech de.” Instead of just talking, the protagonist is shown as acting upon the selling decision and transacting with an interested buyer by selling the bike in lieu of cash. This leaves the couple satisfied and ends the pitter-patter of words between them for good.

    While the entire world progresses, so do you. This is a simple insight that is the crux of the second TVC. What is a loved and treasured material possession today might lose its charm tomorrow due to the availability of a better substitute. Simmering tension between a couple unfolds into a situation that was nothing more than playful bickering over a TV that needed to be upgraded.

    The TVC opens to a cricket-loving husband watching the match on a LCD TV, comfortably seated on a couch in his living room. His wife Sweety returns home hands full of grocery and gives a disappointed look to her husband. She says “Kabeer, hume ab baat karni chahiye”; obviously not very happy to see the husband relaxing while she is doing the household chores. Kabeer, deeply engrossed in the match, reverts “Haan karte haina.” A serious discussion follows and the wife opens her heart out, “Mujhse aur bardaasht naheen hota.” Kabeer cajoles her,”Par Sweety tumne promise kiya tha ke tum ek bar toh koshish karogi.” Sweety confesses her new love and reveals, “Mera dil kisi aur pe aagaya hai.” Kabeer concludes, “Koi baat nahi Sweety, TV ko OLX pe bech de.” Even in this TVC the entire transaction is highlighted and the TV is sold to a person who collects it from their home and pays the couple cash for it.

    Batra added, “India is a one of the key markets for OLX and we are investing in growing this market. We strive towards delivering high quality marketing communications that builds an emotional connect with our users and positions us a thought leader in this space.”

    The TVC is integrated with Radio, OOH and social media to make it more substantial.

  • Mindshare gets maximum shortlists at Media Abbys 2013

    MUMBAI: GroupM‘s Mindshare leads the Media Abbys shortlist this year with 20 entries from India and one entry from Sri Lanka.

    IPG Mediabrands India‘s Lodestar UM follows with 16 entries, while GroupM‘s Maxus falls one short to be a close third. Madison Pinnacle has the fourth highest shortlisted entries with 14.

    The Media Abbys has a record 660 entries this year (beating last year‘s record of 628 entries) across 18 categories. The thrust is on digital with 260 entries coming from this medium. The rest 400 entries were from TV, Print, Radio, OOH and Branded Content.

    It was perhaps the result of Media Abby chairman Ashish Bhasin‘s foresight to further divide the digital category into Digital Search, Social Media, Display, Content, Medium and Mobile. The other categories for Media Abby Awards include Best Use of TV, Cinema, Newspapers, Outdoor, Special Events, Radio, Sponsorship, Branded Content, Mixed Media, Youth Marketing, Pro Bono, and South Asia Mixed Media.

    Speaking at the announcement of the Media Abbys shortlist, Bhasin said, “We realised that having one broad category for digital is not fair. The medium is fast catching on to traditional media and has a lot of variety within itself. Comparing a mobile campaign with a website design is like comparing apples to oranges. So we thought of creating the sub categories and giving the different aspects of digital a fair chance to compete.”

    Bhasin also stressed that this year nearly 50 agencies (big and small) participated in the Media Abbys, of which 27 agencies feature in the shortlist. “It is heartening to see that even independent and upcoming agencies are willing to participate. This year has seen a very encouraging participation from the entire industry,” Bhasin added.

    Apart from adding sub categories to the Media Abbys, this year was also the first time that the entire judging process was digital. Each jury member was given a laptop with headphones to see the case studies. The scores were entered online which were then collected on a common server and compiled. The entries for the awards were required on a USB drive rather than the usual hard copies.

    “We wanted to make the process as efficient as possible. By going digital, we have increased the transparency and are also doing our bit for the environment by saving paper,” explained Bhasin.

    The final judging process for the Media Abby Awards will be held on the 8 March 8 and the Media Awards will be held on 5 April 5 along with Digital, Design and Direct.

  • Pune Marriott awards social media mandate to Tonic Media

    MUMBAI: Pune Marriott Hotel and Convention Centre has appointed Tonic Media to handle its social media duties.

    The agency will assist Pune Marriott to take the brand to newer heights on social media using some innovative properties online. Social media will not only target prospects but also look at creating long lasting relationships with its guests.

    Pune Marriott GM Jatin Khanna said, “Pune Marriott has always been a thought leader and trendsetter in its category. With most of the Target Group now present on social media, digital plays a very important role for the hotel to form brand loyalists and increase positive word of mouth.”

    Mumbai-based Tonic Media, which also handles social media marketing for Ramada, Dubai, McDonalds India, Baskin Robbins India and some other F&B outlets in Middle East, will apply their global digital marketing experience to Pune Marriott‘s online presence on social platforms.

    Tonic Media CEO and founder Chetan Asher said, “We are very excited to work with the Marriott brand. We will be leveraging our vast experience in F&B and service industry to establish the property as a leader on social media. We have planned a phased strategy to build engagement and involve the user on an ongoing basis. In the coming days, some of these activities will begin to roll out across various social media platforms.”

  • TechShastra wins Blaupunkt India’s social media duties

    MUMBAI: New-Age software and digital marketing company TechShastra has won the social media mandate for German car infotainment and sound maker and marketer Blaupunkt.

    The agency will manage social media interaction on Facebook, Twitter, YouTube, blogs and other collaborative media on the digital platform.

    Balupunkt India director Pankaj Jagwani said, “We are happy to partner with TechShastra as our digital agency. Having recently announced our re-entry in India, we are looking at launching several products in the near future. With TechShastra‘s expertise and knowledge on our side, we are sure we will be able to understand the minds of our customers and communicate with them effectively.”

    TechShastra CEO Nishith Shah said, “Blaupunkt has always been known for their high levels of consumer connect. By using the digital platform we would be able to further enhance that and build brand recall and engagement.”

    Germany based Blaupunkt has a nationwide presence in aftermarket (accessories retail and OE dealership) segments. An infotainment partner to passenger car OEs including VW, Audi, Bentley, GM, Proton, Hyundai, Kia, Tata, Mahindra as well as a number of commercial vehicle providers including Fuso, Isuzu, Fendt, Lada, Claas CAT etc, Blaupunkt provides a range of high-end infotainment, multimedia and navigation solutions.

    Other clients in TechShastra‘s kitty include Unilever, Nestle and HDFC bank. The agency is the force behind campaigns such as the Nestle Morning Band, Surf Excel-Fulfill A Wish and Maggi Guess the Taste.

  • 79% smartphone users in India use password protection

    79% smartphone users in India use password protection

    NEW DELHI: A study has shown that 79 per cent of smartphone owners in India have password protection on their devices and 86 per cent of smartphone owners store personal and intimate information on their mobile devices which necessitates password protection.

    McAfee, one of the world’s leading digital data protection company, has claimed in its study that the personal data may include passwords, bank account information, credit card numbers and personal or family photos.

    It said 98 per cent Indians delete any personal text message, photos and emails regularly while 78 per cent regularly back up the data from their devices. As high as 96 per cent of the Indians believe that their data and personal photos are safe with their partners and most of them also share passwords with each other.

    But 77 per cent of adults had their personal content leaked without their prior permission. Moreover, three out of 10 ex-partners threatened the other of exposing their personal photos online. Even though 49 per cent of the broken couples have asked the other to delete all personal content, few respond to the request.

    Despite the veracity of the situation, McAfee claims that 53 per cent Indians still plan on sending romantic photos to their partners through email, SMS or social media on the Valentine’s Day.

  • Social media sites refuse to share information about Indian users

    Social media sites refuse to share information about Indian users

    NEW DELHI: Social media websites Google, Facebook and Twitter have declined to share information sought by the government about individual users in India or block their sites.

    It is learnt that a review committee had approved the decision to block 306 accounts on the social media site Twitter. The review committee consisted of the cabinet secretary Ajit Seth, Telecom Secretary R Chandrasekhar and the Legal Affairs Secretary B A Agarwal.

    After reviewing the 310 accounts that were blocked after the communal clashes in Kokrajhar district of Assam, the Committee found that some of these Twitter accounts had uploaded few of the altered pictures which played a part in sparking the clashes last year and it believes that these Twitter accounts have the potential to further inflame communal tension in the country.

    The review committee met with Google, Facebook and Twitter representatives and requested them to provide details of the said accounts but the companies had apparently not complied with these requests.

    Twitter mentioned that it had received requests for disclosure of user information from the Indian government during July to December 2012, but it complied with none of those requests. Google also stated in December that it had received 2,431 requests for disclosure of user data of 4106 accounts from the Indian government during July to December 2012 and it had complied with 66 per cent of the requests.

  • Trinetra Focus bags Flame’s digital biz

    MUMBAI: Trinetra Focus, the digital arm of Focus, has bagged the digital and social media duties of Pune-based Institutes for Liberal and Management Education, Flame.

    Trinetra Focus would be responsible for handling the entire digital media campaign for the Institute and its various initiatives along with its media spend.

    Trinetra Focus vice president Saumik Barua said, “The youth stand out to be the one of the most receptive audience on online platforms. Through this mandate, Flame has given us an opportunity to use this expansive medium to communicate with this segment. The online space can be used effectively for educational brands to build relationships through engagement with its target audience. This will be an exciting mandate for us to work on, and we are keenly looking forward to build the FLAME brand through various digital initiatives.”

    The key responsibilities of Trinetra Focus will involve Social Media Engagement, SEO consultation along with handling of digital media spends, which will be amalgamated in line with the educational brand‘s creative communication strategy.

    The initiatives undertaken will be aimed at creating brand distinction, community building with its TG, and increasing the digital share of voice for Flame.