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Tag: UltraTech Cement

  • KBC’s season 17 draws in marquee sponsors, Sony LIV ramps up play-along push

    KBC’s season 17 draws in marquee sponsors, Sony LIV ramps up play-along push

    MUMBAI: Kaun Banega Crorepati (KBC) is back for its 17th season, and the big brands are queueing up once again. Sony Entertainment Television and Sony LIV have rolled out the latest edition of India’s most iconic quiz show, hosted as ever by Amitabh Bachchan, with a line-up of sponsors as weighty as the prize money.

    Maruti has signed on as lead automobile partner, sweetening the stakes by giving away new cars to every Crorepati on the hot seat and to the overall Play Along winner. Hindustan Petroleum Corp Ltd (HPCL) has returned to underline its mass-market connect, while UltraTech Cement and Pidilite’s Dr Fixit have doubled down on their aspirational pitches to smaller cities and family households.

    All told, 15 brands from categories spanning automobiles, cement, home-building products, condiments, clothing, payment gateways and mouth fresheners have joined forces with the show this season. Their faith underscores KBC’s ability to deliver reach, recall and resonance across India.

    Sony LIV is once again pushing its “second-screen” play, with the return of KBC Play Along and the hugely popular Har Din Lakhpati feature. The format, which lets viewers answer questions live via the app, has turned KBC from a television property into a nationwide interactive event since debuting in 2018.

    Sony LIV, head of ad sales revenue Ranjana Mangla said KBC “has stood as a bedrock of consistency for advertisers—delivering unmatched reach, deep engagement, and a cultural resonance that few formats can claim.”

    HPCL’s CH srinivas hailed the programme’s “spirit of knowledge and the power of questions,” while UltraTech’s Ajay Dang called the Sony Liv tie-up “a once-in-a-lifetime opportunity” to cement aspirational journeys in tier 2 and 3 towns. Swati Jha of Pidilite added that both KBC and Dr Fixit “have been trusted companions in people’s lives” for more than two decades.

    With Sony LIV reporting over 100m app downloads and pushing an expanding roster of sports rights, films and originals, KBC remains its most bankable franchise—blending nostalgia, mass appeal and advertiser trust in equal measure.

  • Brands lock horns as PKL scores big with four marquee sponsors

    Brands lock horns as PKL scores big with four marquee sponsors

    MUMBAI: Kabaddi isn’t just about raids and tackles anymore, it’s about brands charging onto the mat too. As Season 12 of the Pro Kabaddi League (PKL) gets ready to storm Visakhapatnam on August 29, official broadcaster JioStar has announced four marquee sponsors: Shriram Finance Limited (BFSI), UltraTech Cement (Infrastructure), Birla Tilestix (Tile Adhesive), and energy drink giant Red Bull.

    The timing is a marketer’s dream. With the festive season around the corner, PKL offers advertisers a golden chance to ride the wave of India’s second-largest sporting league. Season 11 drew over 283 million viewers across TV and digital, including 140 million in Hindi-speaking markets alone numbers that outperformed reality shows and talent hunts. Fans weren’t just tuning in; they were hooked, watching 64 per cent of game time per match on average.

    Season 12 promises to turn up the volume. Expect a revamped format, richer storytelling, deeper fan interactivity, and expanded coverage across 10 plus TV channels and seven language feeds on JioHotstar. JioStar is betting that this multi-platform blitz will take engagement to record levels.

    “PKL has built a loyal and growing viewership, making it one of the most followed sporting leagues in the country,” a JioStar spokesperson said. “Season 12 will build on this momentum by offering brands high-impact visibility and strong engagement with premium audiences.”

    The action begins with a high-voltage Southern derby Telugu Titans vs Tamil Thalaivas setting the stage for another season of bruising raids, flying tackles, and, now, brand battles. With more sponsors expected to pile in, Season 12 looks set to prove that kabaddi isn’t just India’s ancient sport, it’s also modern marketing’s new playground.

  • Boutique agency Infectious Advertising hires Akshay Kapnadak as chief creative officer

    Boutique agency Infectious Advertising hires Akshay Kapnadak as chief creative officer

    MUMBAI: It’s the coming together of two creative guys to build something bigger than the sum of both. Infectious Advertising  creative chairman & founder Ramanuj Shastry has roped in veteran Akshay Kapnadak as the boutique agency’s chief creative officer. In his new role, Akshay will work together with Ramanuj  to elevate the agency’s creative product to the next level.

    An alumnus of the JJ Institute of Applied Arts, Akshay has been building brands and winning awards for close to 27 years. He spent the first 16 years of his career at McCann Erickson Mumbai, starting as a trainee and rising to the rank of executive creative director. 

    During this time, Akshay built strong teams and developed campaigns for a diverse range of clients, including global brands like Coca-Cola and L’Oréal, and leading Indian brands like Parachute, Pears, Radio Mirchi, and NDTV.

    His work has earned both local and international accolades, including Gold at Cannes Lions and The One Show. He has served on juries at Cannes Lions, Clio Awards, AdFest Asia, and Goafest. After McCann, Akshay ventured into independent consulting, mentoring start-ups, and leading design and communication projects across South and Southeast Asia.

    Ramanuj and Infectious Advertising CEO & co-founder Nisha Singhani are infectiously excited to have Akshay on board, if you read on and hear what they have to say about Akshay’s joining the agency. 

    “I worked very closely with Akshay for nearly half a decade at McCann,” says Ramanuj. “He is a fab guy with a brilliant mind and boundless energy. It will be lovely to work together again. Can’t wait for him to join.”

    Adds Nisha: “We are thrilled that Akshay has chosen to join us. He is an exciting mind, a lovely person, and aligns perfectly with our values and our mission to deliver impactful ideas for our clients. I’m confident that he will lead us to new creative heights.”

    Akshay, on his part , is over the moon on being on-boarded at the agency. Says he: “Infectious has built a reputation for strategic solidity and authentic storytelling. I’m excited to join this passionate team and eager to contribute to Infectious’ vision to build brands with purpose, ingenuity, and integrity,”

    The 11 year old Infectious’ leitmotif is: creating work that solves problems facing brands and businesses. Among their clients figure National Geographic, ALD Automotive, Bayer Crop Sciences, UltraTech Cement, Inorbit Malls, IDFC, and TBZ – The Original, and many more.  It recently  launched its content arm-Epidemik Content, delivering content with best-in-class production that’s value for money, embracing AI and new-age storytelling.

    With Akshay being signed on the three are expecting an epidemic of creativity to hit Infectious

  • HUL top advertiser in week 46: Barc

    HUL top advertiser in week 46: Barc

    Mumbai: FMCG firms beginning with Hindustan Lever Ltd dominated the top-10 advertiser list in week 46 (13 to 19 November) according to Broadcast Audience Research Council (Barc) data. Recorded ad volumes for the company stood at 4486.09 (‘000s). Reckitt Benckiser (India) Ltd was second at 3462.72 (‘000s).

    Ponds India which usually languished at one of the last five spots was at number three in week 46. Entering into the winter season, the beauty and personal care firm stepped up the game to deliver ad volumes of 1020.95 (‘000s).

    Cadbury’s India Ltd, Brooke Bond Lipton India Ltd, Godrej Consumer Products Ltd, Colgate Palmolive India Ltd, Procter & Gamble, Coca Cola India Ltd, and Lakme Lever Ltd followed, in that order.

    Other than Horlicks at the top spot (397.9), the brands list looked very different with Veet Men Hair Removal Cream, Lizol, Ultratech Cement, and Fanta (new entrant) at the second to fifth positions. Ultratech Cement debuted last week at number eight.

    Long-time leader Dettol Toilet Sopas slipped to the sixth slot, Dettol Antiseptic Liquid was eighth, and Dettol Foaming Handwash at tenth. At number seven and nine were Harpic Power Plus 10X Max Clean and Clinic Plus Shampoo, respectively.

  • Sapient Razorfish India wins award for UltraTech Cement

    MUMBAI: Sapient Razorfish has bagged an award for the best construction online video at the prestigious 2017 Internet Advertising Competition Awards for their campaign for UltraTech Cement – #RealRaksha. Presented by The Web Marketing Association, the Awards were announced on 29 March, 2017.

    With the interpretation of ‘Raksha’ or protection becoming increasingly archaic, it was important to bring forth a perspective that was not thought of before. The campaign communicated the concept in a unique way, drawing on UltraTech Cement’s core belief that protection doesn’t just involve strangers on the street, but begins at home. For the campaign, Sapient Razorfish built on the narrative of protection with the theme of Raksha Bandhan as a platform.

    The campaign was successful in driving the message on the hypocrisies associated with the concept of protection, and the need to change at an individual level. In addition to sensitizing people, the campaign became an instant hit online, garnering a total organic reach of 4,594,524 on Facebook, with 499 comments, 16,000 shares, and total views of 38,53,643.

    “This award corroborates our shared commitment to excellence, and the vision that was interpreted successfully,” said Sapient Razorfish India senior creative director Dinesh Swamy. “We always challenge ourselves to be innovative and engaging. The award is a great motivation to keep striving to excel and deliver our best to every project, and every client”, he added.

    “The message of true protection and strength to understand that comes from within has been captured well in this film,” said Aditya Birla Group UltraTech cement marketing services senior VP Kumar Pillay.

  • UltraTech Cement associates with Mumbai City FC as its strength partner

    UltraTech Cement associates with Mumbai City FC as its strength partner

    MUMBAI: UltraTech Cement announces its association with Mumbai City FC, Mumbai’s franchise in the Indian Super League, as its Strength Partner. It aims to extend its support towards building the beautiful game in India with this tie-up.

     

    Football is fast gaining popularity in the country, and the success of the first edition of the Indian Super League is a testimony to it. Indian Super League achieved the rare milestone of having registered the highest average stadium attendance for any football league in Asia, and the fourth highest in the world in its first edition.

     

    Indian National team captain, Sunil Chhetri and Goalkeeper, Subrata Paul among others are the core players of Mumbai City FC. Nicolas Anelka, the marquee player-manager for Mumbai City FC, is a globally renowned footballer having plied his trade with top clubs in Europe including Real Madrid, Manchester City, Chelsea and Arsenal, among others. Bollywood actor and football enthusiast Ranbir Kapoor is the co-owner of the team.

     

    The team’s logo is a reflection of a resilient fortress that depicts the strong and determined spirit of the city. It also depicts a train that is the lifeline of the city. The seven stars symbolize the seven islands that form Mumbai.

     

    “UltraTech has always been strongly connected with sports in India; be it cricket and now football. UltraTech, as a brand, signifies strength and beauty, which is what football as a sport stands for. Mumbai City FC has a strong mix of top national and international players and has a promising season ahead. Our association with Mumbai City FC is a step towards connecting with the youth of India through football, while also leveraging the rising popularity of the game as a brand,” said UltraTech Cement managing director O P Puranmalka.

     

    Commenting on this association with UltraTech Cement , Mumbai City FC team owner Ranbir Kapoor, said, “UltraTech Cement have been associated with sports teams in India for awhile now and it gives us a major confidence boost that they have ventured into football in India with Mumbai City FC. I am very glad to welcome them on board as our strength partner for this season.”

  • Rajasthan Royals eyes 20% growth on back of UltraTech Cement sponsorship deal

    Rajasthan Royals eyes 20% growth on back of UltraTech Cement sponsorship deal

    MUMBAI: Rajasthan Royals is targeting a 15-20 per cent revenue growth this year on the back of its sponsorship deal with UltraTech Cement.

    The IPL franchise‘s strategy is to first stitch the big deals before spreading out as it will help them get better rates in a slowdown economy.

    Says Rajasthan Royals chief executive officer Raghu Iyer, “The Ultratech Cement deal accounts for around 30-35 per cent of our sponsorship revenue.The key is to get the big deals in place. Then the smaller deals will happen.”

    Rajasthan Royals earlier announced it had roped in UltraTech Cement, part of the Aditya Birla group, as its Principal Team Sponsor for the fifth season of the IPL.

    According to Ultratech Cement joint executive president Shashank Awasthi, the company’s marketing budget will be similar to that of last year‘s. “70 per cent of the marketing spend goes towards below the line activities. The deal with the Rajasthan Royals has over the years helped build relationships with our dealer network and customers.”

    Ultratech Cement will launch contests and hold ‘meet and greet‘ meetings with the stars for their dealers and customers. The company also supports cricket at the grassroots level.

    Rajasthan Royal‘s associate sponsors are Kingfisher, HDFC Life, Supertech, Arihant Superstructures and Puma.

    “The Kingfisher deal accounts for 10-15 per cent of our sponsorship revenue,” says Iyer.

    The majority owner of Emerging Media Sporting Holdings, the company that owns Rajasthan Royals, is Tresco International Ltd (Suresh Chellaram Family) with a 44.2 per cent stake. The other shareholders are Emerging Media Ltd (Manoj Badale – 32.4%), Blue Water Estate Ltd (Lachlan Murdoch – 11.7%) and Kuki Investments Ltd ( Raj Kundra & Family – 11.7%), according to the disclosures made by the company.

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    UltraTech Cement is principal team sponsor of Rajasthan Royals

  • UltraTech Cement is principal team sponsor of Rajasthan Royals

    UltraTech Cement is principal team sponsor of Rajasthan Royals

    MUMBAI: IPL franchise Rajasthan Royals has roped in UltraTech Cement, part of the Aditya Birla group, as the Principal Team Sponsor for the fifth season of the IPL.

    The cement brand has been associated with the Rajasthan Royals since the first season. They were principal team sponsors in 2009 and 2010 while being an on-ground partner in 2008 and 2011. The Royals also launched the team‘s new jerseys and presented their new line up, which includes five cricketers who were acquired at last month’s IPL auction.

    Last year the principal sponsor was Floriana. “We are still a month away from the event kicking off. Right now we have eight sponsors. By the time the event starts, we expect to have 14-15 sponsors like last year,” said Rajasthan Royals CEO Raghu Iyer.

    The other sponsors and partners include Kingfisher, Puma and TCS. Some deals are on-going while others like TCS are on a yearly basis.

    UltraTech Cement business director OP Puranmalka said: “Rajasthan Royals in their previous IPL editions have stood for inspired leadership, innovation and professionalism. Driven by a team of Professionals and strategic thinkers, UltraTech, as a Market Leader and a champion brand, places great emphasis on all of these attributes too.”

    Ultratech Cement Joint Executive President Shashank Awasthi said that the compabny’s marketing budget will be similar to last year. 70 per cent of the spend goes towards below the line activities. The deal with the Rajasthan Royals will help build relationships with their dealer network and customers. The company will do contests, hold meet and greet meetings with the stars for their dealers and customers. The company also does things at the grassroots level like support Dilip Vengsarkar’s academy.

    Rajasthan Royals co-owner Shilpa Shetty said, “We are very pleased to have UltraTech Cement as the Royals’ Principal Team Sponsor. I am confident that with their support, the Royals, under a new captain and with the exciting new additions to our squad will be able to give our fans a lot to cheer about this season. As a tribute to our home city we have also designed a new training jersey.”

    Shetty along with Puranmalka launched the team’s official jersey in the presence of team members at a glittering ceremony that witnessed the use of innovative video projection mapping to unveil the brand new jersey. The projection was used to show case the team’s unforgettable moments of victory and pride during the last few seasons.

    Designed by Puma, which is the franchises‘ official kitting partner, the lightweight jersey is made with Polyester and lightweight mesh back and are made to give high breathability in soaring temperatures. With styled names and numbers inscribed in Dazzel gold, the royal blue jerseys have cut and sew panels with Dazzel inserts. In addition to this, a training jersey dedicated to the pink city of Jaipur, the team’s home, was also unveiled at the ceremony.