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Tag: Tata Salt

  • The Brand Brewery crafts innovative campaigns for Tata Salt & Dalda Edible Oils

    The Brand Brewery crafts innovative campaigns for Tata Salt & Dalda Edible Oils

    MUMBAI: As millions thronged Puri in Odisha for the annual Jagannath Rath Yatra that began on July 6, The Brand Brewery (TBB) – a leading experiential marketing agency – carried out two ground-breaking campaigns in the pilgrim town for two of India’s most trusted brands.

    The campaigns carried out for Tata Salt and Dalda Edible Oils both supported the devotees in their journey to offer their obeisance to their favourite Lord.

    Tata Salt: SehatkiChuski:

    The first campaign aptly christened Sehat ki Chuski for Tata Salt is an inimitable idea that centres around the health of the pilgrims – a hitherto neglected aspect — who traverse a 1.5 km stretch in the excruciating humidto witness the procession. Most of them end up severely dehydrated and the lack of drinking water only exacerbates the situation.

    With this in mind, TBB conceived an innovative campaign for Tata Salt, that catered to more than a whopping 1 lakh pilgrims, and offered a real-time solution to keep them cool and energised during the procession. A dynamic team from Tata Salt positioned at key touch points of the main yatra route and distributed ‘Energy Pops’ which were special energy ice bars made up of Tata Salt, lemon, sugar and purified water.

    The uniquely tangy pops were an astonishment for most people because their innovation took them by complete surprise even as they enjoyed the power-packed flavour on their palette. The fact that what looked like a popsicle could contain salt and yet taste so heavenly remained a big talking point for a large section of the pilgrims who were left in wonderment. In addition to being incredibly refreshing, the pops also helped them combat dehydration while replacing the lost salt content, improving water absorption in the body and providing extra vitality and energy. Most importantly, the pops were found to be extremely easy to consume and were tasty too. Multiple customised Tata Salt branded carts undertook the distribution.

    Talking about the exclusive campaign, TBB founder and director Pradyumn Tandon said, “We wanted to create something around the occasion that goes beyond mere product sampling. While other aspects are taken care of, the basic health requirements of the devotees have to be looked at. Hence we came up with the idea of ‘Energy Pops’ which would help them maintain their energy levels despite the sweltering heat. People from all parts of the world travel to witness the Rath Yatra and we felt that this was a great way to connect with each devotee in their wish to be a part of this festival and provide an on-the-spot relief solution to make their experience stress free.”

    The idea was such a raging success during the yatra that it has garnered promising potential to become a product in itself on the lines of some out-of the-box flavour ideas for popular ice cream brands.

    Dalda Divya Darshan:

    The second campaign for Dalda Edible Oils was another super success that aimed at making the rath yatra experience all the more special for devotees by helping them get a closer glimpse of their favourite Lord.

    Considering that a massive crowd gathers during the yatra, TBB came up with a unique innovation where Dalda bottles were converted into telescopes which could be used by devotees to get a clear darshan of Lord Jagannath from a distance of over 400 to 500 metres which could not have been possible at such massive gathering. People end up going back homewithout being able to reach the rath or see the lord’s idol. The bottles named ‘Divya Darshan’ were given to thousands of happy devotees. This simple innovation brought smile to their faces and ensured a grand darshan of Lord Jagannath

    Also under this campaign, World renowned Sand Artist Sudarshan Patnaik on board who created one of a kind life size sand art sculpture of the deity Lord Jagannath at Puri Beach which was on display on 6th July where Devotees also got a chance to click pictures with this beautiful piece of Art which they could share further with their loved ones.

    Like this year’s Dalda Divya Darshan, TBB had another successful innovation that had debuted last year at the Rath Yarta. The campaign called ‘Bhajan Se Bhojan Tak’saw Dalda Edible Oils arranging as many as 2,000 specially packaged bottles ofprasad for the devotees. The prasad was a mix of uncooked rice and dal sourced from the temple along with nirmalya (dried mahaprasad) packaged in Dalda branded bottles as a souvenir of the yatra. The campaign was so successful that TBB was honoured with several awards for Best Innovation in Direct Marketing & Brand activation. It was continued this year too since it helped devotees to get prasad which not many can manage.

    Commenting on the Dalda campaign, Tandon said, “At TBB, we always look at engaging people in different and subtle ways that help them experience the uniqueness of a brand. At the Rath Yatra, devotees come from far and wide just to seek darshan of the lord, but often many are left disappointed because there is no way they can cruise through the crowd to reach the rath. We wanted to be a part of their happy experiences as they get a chance to look at the lord and seek his blessings. This is how the idea of this divine campaign was born. Also, getting Prasad during this time is not easy and we wanted to see the happiness on people’s faces as they got it without much trouble and could carry it for their loved ones too.”

    The two campaigns follow TBB’s pioneering campaign during the Kumbh Mela in Ujjain in the months of April and May 2016 for Tata Salt titled Shubh Bhojan Ki Shubh Shuruwat that had aimed at restoring the lost glory of salt and giving it its rightful place on the thaali while reiterating its health benefit. Said Tandon, “TBB has always come up with campaigns that have engaged people and enhanced their experiences. These campaigns at the Rath Yatra and Kumbh Mela were special because they were conducted at such important festivals in the country and they have been a great success.

  • Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    MUMBAI: Tata Salt, a pioneer in the Indian branded salt market, today kicked off celebrations at the Puri Jagannath Ratha Yatra 2016. A mass pilgrimage of faith, the world renowned festival takes place every year at Puri, the temple town in Odisha typically during the month of July, which is one of the hottest months of the year. Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt has launched an innovative campaign called ‘Sehat ki Chuski’ in order to provide energy to pilgrims visiting Puri for the Jagannath Ratha Yatra.

    The pilgrim town is thronged by devotees to witness the divine procession over a 1.5 kilometre stretch, where the heat can be unbearable for most. Identifying this need, Tata Salt ideated an easy to consume real time solution to keep pilgrims cool and energised during the festival, thereby combatting dehydration. Catering to more than 1 lakh pilgrims, Tata Salt will be seen distributing special “Energy Pops”, a handy energy ice bar made up of Tata Salt, lemon, sugar and purified water which will help replace the lost salt content and improve absorption of water in the body thus preventing the pilgrims from getting dehydrated. This mobile on- ground activation will take place at key touchpoints of the main Yatra road, where the pilgrims assemble in mass and a customised Tata branded cart will be used for the distribution of energy pops.

    Speaking on the innovation, Tata Chemicals Consumer Products Business head marketing Sagar Boke stated, “India is a land of diverse cultures and festival. The Puri Yatra is one such festival where people travel from various parts of the world to witness the Yatra and celebrate. We wanted to create a moment of experience around this occasion that goes beyond product sampling, through unique product interventions. Providing energy bars that use Tata Salt as an ingredient is one such step. This will not only create a contextual product experience, but also make the consumers’ Yatra experience more pleasant. We hope that this activity will create a strong emotional connect amongst our consumers,”

    Also known as the Festival of Chariots, Puri Jagannath Ratha Yatra is the oldest Rath Yatra taking place in India and the World, having been celebrated for more than five thousand years.

  • Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    Tata Salt energises devotees at Jagannath Rath Yatra’16 with ‘Sehat ki Chuski’ campaign

    MUMBAI: Tata Salt, a pioneer in the Indian branded salt market, today kicked off celebrations at the Puri Jagannath Ratha Yatra 2016. A mass pilgrimage of faith, the world renowned festival takes place every year at Puri, the temple town in Odisha typically during the month of July, which is one of the hottest months of the year. Keeping with the brand promise of ‘Desh ki Sehat, Desh ka Namak’, Tata Salt has launched an innovative campaign called ‘Sehat ki Chuski’ in order to provide energy to pilgrims visiting Puri for the Jagannath Ratha Yatra.

    The pilgrim town is thronged by devotees to witness the divine procession over a 1.5 kilometre stretch, where the heat can be unbearable for most. Identifying this need, Tata Salt ideated an easy to consume real time solution to keep pilgrims cool and energised during the festival, thereby combatting dehydration. Catering to more than 1 lakh pilgrims, Tata Salt will be seen distributing special “Energy Pops”, a handy energy ice bar made up of Tata Salt, lemon, sugar and purified water which will help replace the lost salt content and improve absorption of water in the body thus preventing the pilgrims from getting dehydrated. This mobile on- ground activation will take place at key touchpoints of the main Yatra road, where the pilgrims assemble in mass and a customised Tata branded cart will be used for the distribution of energy pops.

    Speaking on the innovation, Tata Chemicals Consumer Products Business head marketing Sagar Boke stated, “India is a land of diverse cultures and festival. The Puri Yatra is one such festival where people travel from various parts of the world to witness the Yatra and celebrate. We wanted to create a moment of experience around this occasion that goes beyond product sampling, through unique product interventions. Providing energy bars that use Tata Salt as an ingredient is one such step. This will not only create a contextual product experience, but also make the consumers’ Yatra experience more pleasant. We hope that this activity will create a strong emotional connect amongst our consumers,”

    Also known as the Festival of Chariots, Puri Jagannath Ratha Yatra is the oldest Rath Yatra taking place in India and the World, having been celebrated for more than five thousand years.

  • Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    MUMBAI: Tata Salt has launched its 360 degree communications and marketing campaign, which talks about “Desh ki Rag Rag mein Iron.” Along with a TVC, the campaign has been launched across print, innovative outdoor, radio, on ground activation as well as an integrated marketing plan. The brand has partnered with FCB Ulka for the creation of this new campaign.

    The new Tata Salt Plus TVC is anchored by women who, through unfailing perseverance, do their best both at home and in their professions. They are driven and want to make a difference to the lives around them. They are inspiring and symbols of hope and motivation to a nation that wants to be seen as modern and progressive. Produced by Firecracker and shot by Sujoy Ghosh, the TVC shows a day in the life of what turns out to be a metro pilot. She represents millions of women who are breaking new grounds to multitask and balance homemaking with successful careers in a rising India.

    While the brand tagline of ‘Desh ka Namak’ has resonated with consumers over the past few decades, the brand takes one step forward with this campaign towards its mission of being health keepers of the nation and providing healthy and nutritious product offerings.

    Speaking on the campaign launch, Tata Chemicals consumer products business marketing – head Sagar Boke said, “Tata Salt Plus, complete with Iron & Iodine, is the very embodiment of our company’s vision of serving society through science. Our new campaign focuses on communicating the importance of iron in everyday lives to our consumers, especially to women. Lack of iron significantly hinders your capacity to stay active – and to women who balance many roles in life, staying fit and active is very critical. This was the consumer insight around which the campaign has been woven. Through this campaign, we will be targeting our consumers through multiple platforms, both online and offline, to multiply reach and magnify impact.”

    FCB ULka CEO Nitin Karkae added, “Tata Salt is an iconic brand and ‘Desh Ka Namak’ is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new iron fortified salt with ‘Desh Ka Namak,’ which led to the creation of ‘Desh Ki Sehat, Desh Ka Namak,’ and the TVC that is about empowering the new women of India.”

  • Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    Tata Salt Plus: From ‘Desh Ka Namak’ to ‘Rag Rag Mein Iron’

    MUMBAI: Tata Salt has launched its 360 degree communications and marketing campaign, which talks about “Desh ki Rag Rag mein Iron.” Along with a TVC, the campaign has been launched across print, innovative outdoor, radio, on ground activation as well as an integrated marketing plan. The brand has partnered with FCB Ulka for the creation of this new campaign.

    The new Tata Salt Plus TVC is anchored by women who, through unfailing perseverance, do their best both at home and in their professions. They are driven and want to make a difference to the lives around them. They are inspiring and symbols of hope and motivation to a nation that wants to be seen as modern and progressive. Produced by Firecracker and shot by Sujoy Ghosh, the TVC shows a day in the life of what turns out to be a metro pilot. She represents millions of women who are breaking new grounds to multitask and balance homemaking with successful careers in a rising India.

    While the brand tagline of ‘Desh ka Namak’ has resonated with consumers over the past few decades, the brand takes one step forward with this campaign towards its mission of being health keepers of the nation and providing healthy and nutritious product offerings.

    Speaking on the campaign launch, Tata Chemicals consumer products business marketing – head Sagar Boke said, “Tata Salt Plus, complete with Iron & Iodine, is the very embodiment of our company’s vision of serving society through science. Our new campaign focuses on communicating the importance of iron in everyday lives to our consumers, especially to women. Lack of iron significantly hinders your capacity to stay active – and to women who balance many roles in life, staying fit and active is very critical. This was the consumer insight around which the campaign has been woven. Through this campaign, we will be targeting our consumers through multiple platforms, both online and offline, to multiply reach and magnify impact.”

    FCB ULka CEO Nitin Karkae added, “Tata Salt is an iconic brand and ‘Desh Ka Namak’ is a property that is etched in every Indian’s heart. The opportunity was in marrying the strong health benefits of the new iron fortified salt with ‘Desh Ka Namak,’ which led to the creation of ‘Desh Ki Sehat, Desh Ka Namak,’ and the TVC that is about empowering the new women of India.”

  • FCB Ulka CCO Satbir Singh puts down papers

    FCB Ulka CCO Satbir Singh puts down papers

    MUMBAI: FCB Ulka chief creative officer Satbir Singh has put down his papers and decided to move on.

     

    Singh has led some memorable work across brands during his short stint with the company. He joined the agency only earlier this year.

     

    As a parting message Singh said, “It has been a short but enjoyable stint with FCB Ulka. In this brief period I have been fortunate to have worked with some excellent people who created much talked-about campaigns like the ones for Snapdeal, Tata Salt, Zee. From clients to brands to people, 2015 has been a good year.”

  • “2020 is when digital will command one third of all media spends & that is a significant market to go after”: Rajiv Dingra

    “2020 is when digital will command one third of all media spends & that is a significant market to go after”: Rajiv Dingra

    Even before many knew about social media, let alone analyse the medium’s power, Rajiv Dingra at the age of 22 knew he was entering into something which was only going to grow bigger. Dingra, who founded digital and social media agency WATConsult in 2007 with four employees has today built up a team comprising 160 people across four cities: Mumbai, Delhi, Bengaluru and Kolkata.

     

    Acquired by Dentsu Aegis Network in January 2015, Dingra is looking at not just expanding the business, but also aiming to be one amongst the top tier digital agencies by 2020.

     

    In a span of seven years, the agency has worked with over 100 brands like Warner Bros, PVR, SAP, Nikon, Tata Salt, Godrej, Bajaj Allianz and Mahindra & Mahindra, and others across the world.

     

    In conversation with Indiantelevision.com’s Seema Singh, Dingra talks about the evolution of digital space, life after the Dentsu acquisition, his future plans and more.

     

    Excerpts:

     

    How did you start WATConsult? What gave you the idea to start a digital agency way back in 2007?

     

    I was a blogger first. I used to run a blog called WATBlog. But, I wasn’t making much money through that. Soon after, people started coming to me asking how they could engage with bloggers, so from there, I started the side business of blog consulting. This went on to social media consulting and all of this happened within a couple of months. It wasn’t a revolution of sorts, it is just that one thing led to another.

     

    The initial idea was to create a social media consulting company. WATConsult was formed when I got Rediff onboard, which gave me an advance cheque of  Rs 4 lakh. This was the seed capital for the company.

     

    When I started the company, we were just four people, which included two interns. Today, we are about 160 people, with four offices across country: Mumbai, Delhi, Bengaluru and Kolkata.

     

    One client led to another client, and it kept growing. It took us a lot of time to take off ground in 2007-08, but by 2009 I was pretty clear that we wanted to make this big. It was in 2009 when we started getting retainer client and building a team.

     

    We started moving office, every six months, because we were growing that fast. In the five years from 2009-2014, we doubled our growth, in terms of people, revenue and profits.

     

     

    When you started in 2007, except for the interns, did you have any other partner?

     

    For a long time I had no partner. In fact I registered the company in 2008 alone with my father being the dormant director. So it was pretty much a single man company.

     

     

    How did the acquisition by Dentsu Aegis Network happen? Why did you think of partnering with the agency?

     

    Talks with Dentsu were on for the past two years. What worked for us was that over the past two years, they actually saw us growing. Moreover, we were actually doing whatever we were telling them that we would do. They became more confident in us, as they saw that we had the capability to perform.

     

    We were very confident in them as they have a differentiated model of operating in India with one P&L model, which is unlike any other network.

     

    They wanted to collaborate with us and that is what we liked. You can grow by collaborating, not by competing.

     

    It was very clear for us from the beginning that digital is a platform and not a skill. Eventually everybody will be digital savvy. Over time all advertising will be just advertising and will not be segregated on the basis of print, TV or digital advertising. More and more agencies will be integrated. This could take anywhere between five to 15 years.

     

    We started social media, when people didn’t even know what social media was. We have done the deal with Dentsu when we see the future as integrated. We may be five years early for that, but then that’s fine. The way we look at it is that it will happen eventually and so we wanted to prepare ourselves with the network that works collaboratively to be in the best position to take advantage of that eventuality.

     

     

    Has it impacted the work culture at WATConsult? Has your role changed?

     

    It hasn’t impacted the work culture but it has definitely increased the amount of work we are expected to deliver. The good news is that the group has a lot of opportunities for WATConsult. We are being invited to pitches. They are business and client focused and so are we.

     

    As for my role, it is still the same. While I was initially talking to external clients, now my role is to also talk to stakeholders within the network.

     

     

    Are you looking at expanding your office or employees?

     

    We were always looking at expanding our office. That has got nothing to do with the acquisition. We will be moving into a larger office for close to 250 people. Our vision is to have 300 – 350 people in the next two – three years. We plan to expand in Delhi and Bengaluru since we are winning a lot of clients there.

     

    Beyond people, we would want to work with larger clients with larger mandates. We are currently participating with Dentsu Aegis Network on global pitches as well. We are very excited.

     

     

    What do you look for people when you hire them?

     

    I would hire a humble person anytime. There is a very clear reason for that: if you are not humble, you don’t think you want to learn too much. If you don’t want to learn, you can’t be a part of a growing organisation, which we are. The next quality I see is the person’s passion to learn.

     

     

    How have you seen the digital space change and grow since 2007?

     

    I remember in 2007, we had to think before putting a budget in lakhs in our presentations. Today, client comes and says that they want a plan in one week for Rs 1.5 crore. So, number wise it’s mind boggling.

     

    I have to, at times, unlearn what I had learnt when I started my career. Beyond the numbers, it is just the breadth of the space. Today, we are doing digital video commercials, shoots, websites and social media, all for the same client. What I am seeing is that clients are embracing digital and once you start embracing the medium you start spending as well.

     

    Digital is starting to get a lot of respect and attention even at the CMO level, which is a big difference from 2007-2011. Today, I have not seen a pitch where the CMO is not present for signing on the digital agency.

     

    The future is coming from digital. According to reports, digital advertising currently is at Rs 3500 crore. In another five years, another Rs 6000 crore will be added, thus making it a Rs 9500-10000 crore market. It is a 150 per cent growth in next five years.

     

     

    What is the ROI on digital?

     

    People have been advertising on TV, even without knowing the exact return on investment. Just because you can calculate numbers in digital doesn’t make that a scapegoat, which it has been for very long. I think a lot of marketing is gut and feel. Yes, there are surveys, analysis, TRPs and numbers to back the feel, but I have known marketers who know this as an art.

     

    Digital is going to grow. So either you do more of it and figure out the ROI mechanism or you sit at the fence and wait for the ROI. And maybe when the ROIs come, you will be too late in the learning curve. The earlier you start, the better asset you can create for your product.

     

     

    GroupM estimates digital growth at 37 per cent. Do you agree with it?

     

    I think every year it is between 30-40 per cent, but agencies like ours, which is focused on social, mobile and video, will be growing at at least 80-100 per cent. In fact what is pulling down this growth is search and display.  

     

     

    Is there a set format for digital advertising? What works on digital?

     

    There is no format. Even advertising, which is a 100 year old profession, has no format of making a creative or TVC. As a brand you want to elicit a certain response from the audience so you create content, videos, infographics etc.

     

    Format doesn’t matter. What we know is video, social or mobile is going to through the roof. So what we are trying to find is how we, as an agency, can integrate all this in our campaigns while keeping true to the brand requirement and brief and the creativity on that.

     

    As for what works on digital, it is storytelling and novelty. If you haven’t seen or heard something before, it works on digital. Getting good storytellers is a struggle, but then as the space evolves gems come up.

     

     

    Is there a research, which is done to find what clicks with the TG? What is the duration?

     

    We do closed group research, online team monitoring and also create our own dashboards to understand the working for the brand, comparing against other competitors.

     

    Quantitative research, which is driven by digital happens within a week. But qualitative could take 10-15 days.

     

     

    What do you feel about the ‘Digital India’ campaign launched by Prime Minister Narendra Modi?

     

    Growth of internet is going to help our business tremendously. With internet connectivity, several clients’ rural budget will go up. The reason for collaborating with Dentsu is that they have a rural agency and they have a huge footprint in rural India. We, over the five years, are making the bet that the change will happen sooner rather than later.

     

    I want to take WATConsult to top tier of digital agency in the next five years. I see 2020 as a big year where digital will be closer to one third of all media spends and that is a significant market to go after.

     

     

    How has pitching to a client changed over the years?

     

    Clients do not look at us as just an execution agency anymore. Earlier, the brand would only think of the campaign and digital leg had to be set up just a day or so before the launch of the campaign. This has changed now. We are now being called when the idea brainstorming is happening collaboratively with mainline agencies. We are planning on the digital campaign two months prior to the launch of the campaign.

     

    Money wise also there is a lot of change, but for me this is a significant change.

     

     

    The year started on a good note for the agency. How do you see the year panning out for you?

     

    2015 is a key year for us as we are looking at a bigger office, investing in talent, setting into gear our achievement of vision 2020, which we have internally set. It is also a year where we look to more closely collaborate with Dentsu and become a part of the family and leverage that to grow WATConsult.

     

    I genuinely feel that the vision that we had independently, both in terms of achievement of numbers and clients, we have surpassed that this financial year. We are seeing some great positive response from our clients for our work. I am extremely bullish and for me the GroupM’s 37 per cent digital growth prediction looks a little small. We would like to look at 50 per cent or more growth this year.

  • ‘Mary Kom’ a hit amongst advertisers

    ‘Mary Kom’ a hit amongst advertisers

    MUMBAI:  MC Mary Kom winning the Bronze in Olympics made news everywhere and so did the announcement of her biopic starring Priyanka Chopra. The news not only excited the viewers and audiences, but it has also thrilled the advertisers.

     

    The marketing leaders found a perfect opportunity to be associated with the brand ‘Mary Kom.’

     

    The biopic has partnered with 20 brands including Havmor, Monte Carlo, Usha International, Artemis Hospitals, Edelweiss, Tokio Life Insurance and many more. Media channels like Ten Sports and India TV have also been incorporated in the movie.

     

    Viacom18 Motion Pictures marketing head Rudrarup Dutta says, “Powerful stories like Mary Kom reaches out to all sections of society. It also touches the lives of people across demographics and interests. The story lends itself to collegial propositions with brands.”

     

    “All the brands have been woven into the movie’s script,” he adds.

     

    To leverage the integration, the brands too are promoting the movie through co-branded TVC, radio and digital contests. For instance, Mother Dairy has a TV campaign which promotes its product featuring Priyanka Chopra as Mary Kom.

     

    Dutta says that the biopic became a sensation from the moment it was announced. “And due to its association with names like Viacom 18, Sanjay Leela Bhansali, Priyanka Chopra and Mary Kom, the brands were interested in getting attached to the name since day one.”

     

    Even though Dutta did not comment on the cost of the movie or the revenue garnered by the brands, he mentions that the partnerships is giving the movie an impact value of Rs 20 crore – 25 crore.

     

    In the past, too, films have incorporated brands in the script by giving them prominent visibility in scenes like Coca-Cola in Taal (1999) and more recently, Nokia in Chennai Express.

     

    The film production house organised ‘Cineshorts,’ a short-film contest, which allowed aspiring filmmakers and documentary makers to submit five-minute long films on the theme ‘Against All Odds’. According to the marketing head, this was purely a Viacom 18 initiative and the associated brands did not sponsor the contest.

     

    On 5 September, Mary Kom will hit 1800-2000 screens in India and around 300 screens internationally. While Zee has the music rights, Colors has the satellite rights for the movie.

     

    Viacom 18 earlier hit gold with a biopic on Milkha Singh and now hopes that it will be able to punch its way in box-office with Mary Kom.

  • Piramal Healthcare hands over media AOR to Madison Media Sigma

    Piramal Healthcare hands over media AOR to Madison Media Sigma

    MUMBAI: On a winning spree, Madison Media has added Piramal Healthcare‘s media AOR to its kitty. The account was won in a multi agency pitch where other agencies like OMD and MPG also participated. The estimated size of the account is Rs 70 crore.

    Lodestar handled Piramal‘s account previously.

    On winning the account, Madison Media Sigma COO Vanita Keswani says, “We are delighted with this new win and are looking forward to a long and mutually beneficial relationship”.

    Piramal Healthcare has aggressive plans for OTC category and has recently launched skin creams under its Lacto Calamine brand name. The company also plans to launch several other brands as well in the healthcare space.

    Piramal Healthcare consumer products COO Kedar Rajadnye says, “Given our ambitious plans, we wanted to enhance our current capabilities in media strategy & buying front and hence looked out for partners who could create a higher value on this aspect. Madison Media fitted very well in the requirement & our scheme of things as we were very happy to see their approach being very similar to our mindset.”

    Madison Media has recently won a host of new businesses including Raymond, Epic Channel, Maxx Mobile, McCain Foods, Ruchi Soya, Max India‘s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.

    With the media agency handling media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald‘s TVS, Levis, SpiceJet, Domino‘s, Bharti AXA, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Times Television Network, Indian Oil, Enamor Lingerie, Gowardhan Dairy, Café Coffee Day and many others, the gross billing of Madison Media is about Rs 3000 crore.

  • Tata Salt links new TVC with mother’s role in nation building

    Tata Salt links new TVC with mother’s role in nation building

    NEW DELHI: Coinciding with Mother’s Day, Tata Salt, which uses ‘Desh ka namak’ as its slogan, has brought out a new television commercial that lays emphasis on the contribution of mothers in nation building by inculcating honesty and decency in their children every day.

    The camapign is developed by Leo Burnett Mumbai.

    This simple yet insightful TVC, which will air from 13 May, captures a mother’s desire to see her child grow up to be a good human being by instilling the values of integrity, humility and honesty.

    The TVC captures several routine situations which showcase these qualities imbibed in a child’s behaviour and ends with a message that urges mothers to give their children a pinch of honesty every day, just like they would inevitably sprinkle salt on food.

    Tata Chemicals Ltd consumer products business COO Ashvini Hiran said, “The idea was to marry the core brand as well as the product value of honesty to the moral values inculcated in the children by their mothers. This campaign goes on air on Mother’s Day and with this commercial we have underlined the importance of unfailingly imparting values in children on a daily basis.”

    Leo Burnett Mumbai ECD Kapil Mishra added, “Tata Salt symbolises the value of honesty and children learn their first lesson of honesty from their mothers. Thus, salt acts as the symbol of honesty, with which mothers should nourish their children every day.”

    Mishra added, “The simple and powerful idea is that if every mother decides that she will teach her children the virtue of being honest, nobody can stop the entire country from being honest.”

    Initially, the campaign will roll out on ATL and BTL media. In the second phase, an interactive social media campaign would also be explored.