ITV

Tag: YouTube

  • Orchard innovates with social media for Decathlon’s recruitment drive

    MUMBAI: Orchard Advertising recently created a first-of-its kind digital recruitment campaign for Decathlon Sports India, a subsidiary of France based Decathlon Sports International.

    The initial brief was to create a recruitment ad. Instead of doing the obvious thing i.e. recommend a print campaign that would reach millions of people and invite CVs, Orchard identified two key challenges and decided to tackle them in an out of the box manner.

    The first challenge was that not many people outside Bangalore were aware of Decathlon, and so the response a print ad would generate was questionable. Secondly, Decathlon has a strong culture of hiring sports passionate people. Everyone who works at Decathlon, from the sales personnel, to the CEO himself, actively plays and promotes sport. Hence, a print campaign would never allow the recruiters to sieve out the sports-passionate people from among the respondents.

    Orchard then decided to design a digital campaign that would (i) create awareness about Decathlon in India and (ii) get relevant enquiries from people who are passionate about sports.

    The agency chose social networking website Facebook as a participation platform, with conversations being mirrored on Twitter and Linkedin. The target is to hire 100+ sports enthusiasts over the two-month campaign across departments – stores/IT/logistics/finance/legal /real estate across the country. The campaign started with an online teaser that ran for five days, which spoke of job opportunities for sports lovers. On the sixth day, the recruitment campaign was revealed through five short films, made specifically for the digital medium. The films showed various sports enthusiasts who were misfits in their current jobs, and were probably better off working for Decathlon where they can find like-minded people who appreciate their passion for sport.

    The films, made by production house Nirvana Films, and released on YouTube, were posted for fans to see on Facebook. All people had to do was to like the “work for sport” page on the social networking website and click on the “Apply Now” tab. This was a special application created on Facebook, which allows one to see jobs available, job descriptions, requisite qualifications, and apply. In addition to this, applicants had to create a video of theirs’, expressing their passion for sport and Decathlon and post a link on the application. Mumbai-based digital agency WATConsult was hired to develop the application and manage the social media conversations over the two month of the campaign.

    Orchard vice president and branch head Anish Daryani said, “The most exciting part about working with Decathlon is that they already have a strong Human Purpose – the democratisation of sports in India. It gives us an opportunity to exploit our creative ideas to tackle some key social issues pertaining to sports in India. We are in a timeline that calls for a change in human behaviour, and that’s exactly where the proprietary HumanKind® philosophy of The Leo Group comes into play. I think our ability to understand the Decathlon brand, and use this to think on new media opportunities, calls for a beginning of this great partnership. Moreover, in Decathlon, we’ve found a client that’s willing to try out new things, junk clichés, and open up to fresh ideas.”

    Orchard chairman and national creative director Thomas Xavier added, “It is rare to get an opportunity to work on a brand that is so strongly inclined to bring about a social change. The strong ethos of the brand gives us an opportunity to push ourselves towards a larger cause.”

  • 43rd IFFI goes live on social media with dedicated link on YouTube

    43rd IFFI goes live on social media with dedicated link on YouTube

    PANAJI: Even as the national television network Doordarshan aired live the grandeur of the opening ceremony of the Festival on 20 November, the Information and Broadcasting Ministry came out with a new initiative by streaming live the entire programme for about three hours on YouTube.

    While the Ministry had gone on YouTube just over two months earlier, it has attempted to bring to life the IFFI through its link http://www.youtube.com/user/INBMINISTRY/videos where it is also placing short promotional of various films of the festival, and will also carry interviews of important dignitaries.

    The objective of launching the channel was to reach out to the young population of the country, sensitizing them about the Government’s policies and programmes. At the same time, the channel has provided a window to disseminate information on key issues and events regularly in an effective manner.

    Since its launch, the channel has successfully incorporated a bouquet of programmes on the platform catering to different cross sections. The uploaded programmes include Live streaming of events, news capsules of two to three minutes duration, campaign spots, short films and documentaries, classical music, inspirational speeches, etc. The response has been overwhelming. Till date the channel has received about 25000 video views and has approximately 295 subscribers.

    The channel has provided the Ministry the opportunity to integrate communication and content on a newly emerging platform. The content is regularly updated on a day to day basis through the social media cell set up for this purpose.

    The 43rd IFFI is being publicized and promoted in a big way through the channel thereby giving it a better profile on the social media network.

    Some of the Events proposed to be covered on a daily basis are: Interviews of Film Directors and Producers of National and International Fame; Tributes and Retrospectives of Indian Panorama; Master Classes for budding filmmakers; some sideline stories about Goan culture, heritage etc.; and Cultural Performances of Goa.

  • Lowe Lintas and Partners conceptualises Fastrack’s Tee Virus campaign

    MUMBAI: Lowe Lintas and Partners has created the Tee Virus campaign for Titan‘s watch and youth accessories brand Fastrack.

    The brief given to the agency was to inform the consumers about the new product line based on the apparel piece – the T-shirt. The communication focuses on the fact that these accessories (bags, watches and sunglasses) are a result of Fastrack‘s signature of “quirkiness”.

    The campaign is called ‘Teevirus‘, implying a highly infectious T-shirt borne disease that infects bags, watches and sunglasses.
    The campaign consists of three television commercials (TVCs), each 15 – 20 seconds long. While two of these (promoting the sunglasses) take the tag-line ‘Infected by tee shirts‘, one for the watch ends with the tagline ‘Born from tee shirts‘.

    Concepts like measles and vomiting have been used to portray how the range of sunglasses has been infected by tee shirt designs. The commercial with the watch shows two tee shirts (white and green) getting cosy on the bed and ultimately giving birth to a watch, also green and white in colour, justifying the tagline ‘Born from tee shirts‘.

    These videos were created and posted on Facebook and Youtube and later, due to the “overwhelming” response received, were aired on mainstream television.

  • Nike rolls out ‘Find Your Greatness’ campaign

    MUMBAI: Nike, publicly traded clothing, footwear, sportswear, and equipment supplier, has launched its new ad campaign titled ‘Find Your Greatness‘.

    Wieden + Kennedy, Portland is the creative agency that has worked on the TVC campaign.

    The company feels that it‘s not just the championship athlete or record breaker that aspires to push their limits. It is also the everyday athlete who strives to excel on his own terms, to set and realise personal goals and achieve their own defining moment of greatness. The campaign intends to send a message to inspire anyone who wants to achieve their own moment of “greatness” in sport.

    The campaign broke through social media and digital channels, supported by a global YouTube homepage promotion. It is elevated by a global Twitter #findgreatness promoted hashtag to ignite conversation around how athletes everywhere find their own greatness. The ad film went on air on television in 25 countries.

    People who engage in the missions will be encouraged to share their activity and achievements through social media and this will then be displayed on the Nike+ Fuelstream an online stream of imagery and consumer comments. They will also be elevated through Nike‘s own social channels which will encourage users with replies and motivation, and ultimately help stimulate and drive users to achieve their “greatness”.

    The hub for this is nike.com/gameonworld, an online destination to share progress and success through a series of tools and digital services designed to make every athlete better.

  • Creativa India bags Pan Macmillan’s digital account

    MUMBAI: Digital marketing agency Creativa India has been awarded the duties for the entire spectrum of online activities for the Indian arm of the UK-based publisher Pan Macmillan.

    The agency has worked with Pan Macmillan before when it undertook the online promotion duties for the book Jaal. The two parties had been in talks in this regard since then.

    Creativa India founder Himanshu Bhalla said, “We will handle the entire promotion on Facebook, Twitter and YouTube for Pan Macmillan India. We have already started the work with them with the online promotion of their book Jaal and its book Launch.”

    “Promotion for Jaal was quite successful and we will now move on to planning the promotion of their other books. Apart from this, we‘re also involved in media planning for Pan Macmillan India”, added Creativa India co-founder Dinesh Juneja.

    Pan Macmillan India is one of the leading publishing houses of India. It was set up in 1998 and began full scale publishing operations in India in August 2010. Till then, it distributed internal titles by its global counterparts in the company along with locally published titles under Picador India. Pan Macmillan India has, until recently, been publishing only under the Picador imprint. The company has now added Pan and Macmillan, two new imprints to cover its local commercial fiction and non-fiction publishing.

  • Bacardi’s Dewarists gets Bronze in Branded Content and Entertainment category

    MUMBAI: Musical reality show The Dewarists, sponsored by Bacardi India’s Dewar’s scotch, won a Bronze Lion in the Branded Content and Entertainment category.

    This is the category’s inaugural year. The win is attributed to the show’s ‘non-Bollywoodish’ content.

    Fast food joint Chiptole’s ‘Cultivate campaign‘ bagged the Grand Prix in the category. The film followed the story of a farmer growing his farm into an industrial animal factory when he realises the benefits of sustainable farming and retraces his steps. The film also won a Grand Prix in Film Lions category.

    Bacardi’s entry won the metal in the ‘Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s).’

    The agencies involved in the campaign are Babble Fish Productions, Only Much Louder Entertainment and Design of Information.

    The category of Branded Content and Entertainment category has been introduced this year and has received 800 entries. There were 18 entries from India and Bacardi was the only one to make it to the shortlist.

    The Dewarists, a 10 part TV series, documented the stories and journeys of over 40 musicians from different genres. It was designed for a young urban audience. It saw participation by independent musicians ranging from Grammy-winners to lesser-known believers in their craft, as they explored 10 different locations across India, while creating seemingly unlikely but equally unique collaborations across musical genres.

    It was also the first Indian TV show to be simulcast online, rendering it more accessible as it got over 45 per cent mobile viewers.

    The target audience had been identified as the 25-34-year-old male consumer who likes to experiment but at the same time is apathetic towards commercial messaging. This young set is also least likely to watch television by appointment and most likely to be found online.

    The show’s YouTube channel got over 1.7 million, making it the top rated brand channel in the country at the time. Considering there are restrictions on advertising by liquor brands in India, Dewar’s Scotch gained over $1 million in publicity from The Dewarists. Through distribution of the 10 collaboration tracks created during the show for free, Dewar’s India Facebook page generated over 3.2 million social engagements and over 120,000 downloads.

  • Taproot to handle Airtel’s Data Services campaign

    MUMBAI: Following the success of “‘har friend zaroori hai, yaar” campaign conceptualised by Taproot India, Airtel has entrusted the creative agency with one more campaign.

    The agency has bagged the creative mandate for Airtel Data Services‘ campaign following a multi-agency pitch.

    JWT is the creative AoR (Agency on Records) for Airtel while Taproot India has been hired on a project basis.

    Airtel had also taken its “har friend zaroori hai, yaar” campaign to the next level with the launch of an online viral campaign at its YouTube channel. Taproot India had created 20 videos for the digital campaign, inspired by ‘friend types‘ or tags created by the online audience on Facebook during an outreach programme initiated by Airtel earlier.

  • Cogmat wins Benzer’s digital mandate

    Cogmat wins Benzer’s digital mandate

    MUMBAI: Mumbai-based high street fashion brand Benzer has entrusted its digital duties Cogmat.

    The digital media agency will service the account out of its Mumbai office.

    The mandate includes creating a stronger digital presence for Benzer through social media and other digital tools.

    A source from the agency confirmed the news to indiantelevision.com.

    Cogmat will work to build a large online community of users interested in high-street ethnic Indian wear with the help of social media marketing and online reputation management for Benzer and its e-commerce portal, www.benzerworld.com. It will also try and leverage social media platforms such as Facebook and Twitter to drive the brand‘s e-commerce portal.

    The YouTube page of the brand has undergone a makeover as a part of the digital branding exercise.

    Cogmat is based in Mumbai and Hong Kong. Its clients are spread across sectors like education, luxury hospitality, financial services, FMCG and retail and include the likes of Oxemberg, Eurokids, Welingkar Group of Institutes and Mufti.

  • Marketers should see consumers as ‘persons’: Naouri

    Marketers should see consumers as ‘persons’: Naouri

    VARCA, GOA: The era calls for the death of intrusive brands. The need of the hour is ‘blends‘ – brands that blend into people‘s lives, experiences and across regions, said Publicis Groupe COO Jean-Yves Naouri.
    Speaking at the Advertising Conclave at Goafest 2012 that kicked off here today, Naouri said marketers need to change the way they behave as consumers have the power to create and spread content.

    “Even integrated communication is having a deeper meaning now. The industry should see consumers as persons. People are the new boss,” he said.

    According to Naouri, the full circle has disappeared as purchase is no longer the end point and consumers become ‘people’. The ideas that impact the full circle are – pre-purchase, purchase (retail branding, shop display, in-shop advertising and merchandising), and post-purchase (CRM, data analysis).

    He said that earlier one used to establish one-to-many conversation, but it has shifted to one-to-one conversation now. Today consumers decide “which brand” or “which message” they want to spread across.

    Now through mediums like social media, one gets to know what general population thinks about the brand. Social media is becoming omnipresent. People develop content and spread it. They are the first ones to know reviews, he stressed.

    “Acceleration in social network has brought a change in our business. Today, if Facebook were a country, it would have been the third largest in the world in terms of GDP. Social media is about building sustainable engagement. It helps in creating a lasting engagement,” Naouri said.

    He added that one needs to target EQ and IQ in order to engage consumers better. “Social media demonstrated all types of emotions. We need to combine the two entities-rational and emotional.”

    Naouri cited an example of Oasis which is the second largest soft drink brand in France. The brand is targeted to mothers and children. To move a step forward, when they thought of engaging youth, they conducted a campaign where they announced a game- Fruit of the year 2010. They had made few fruit characters and had asked the youth to play for their favourite fruit if they wanted it to win. The campaign, which was mainly online, had advertisements across mediums. Online medium was chosen because it’s something to which youth connects to most. The dummy characters had also walked on streets for the same. The game was also there on platforms like iPhones.

    “The three month long competition had a great response. We had 1.5 million fans on Facebook, 1 million videos were viewed on YouTube, it was No 1 application in 24 hours and there were around 280 PR articles about the campaign.”

    Brands, technology, data and people are all needed to cruise through the digital world.

  • Fujifilm ropes in Minissha Lamba as brand ambassador

    Fujifilm ropes in Minissha Lamba as brand ambassador

    NEW DELHI: Actor Minissha Lamba is the first Indian ambassador for Fujifilm to promote their new range of digital cameras, because the company feels she is very choosy about whatever she buys or does, and has carved a niche for herself in the films she has acted in.

    Fujifilm national marketing manager Sriwant Wariz told indiantelevision.com that the company had decided to take on a brand ambassador after four years of launching its camera in India because it now felt it was ready with state-of-the-art cameras that were better than any others in the market.

    He said the marketing budget had been increased during 2011-12 from Rs 450 million to Rs 650 million. Of this, he said 50 per cent will be ‘above the line‘, and he expected the first television commercials to be on air in the second quarter of the year.

    He admitted that the company had for some time suffered in India last year because of the devastation by floods in Japan because of which shipping of cameras to India was affected and the expected share of nine per cent had come down to 7.1 per cent. The company which was at number three in India expected to take this share to ten per cent in the next year and to the top within three years.

    He said the marketing would be aggressive, with strong consumer protection, brand visibility, and a zero per cent EMI scheme. Fujifilm had five main centres and around 500 showrooms around the country which will go up to 4,000.

    It was already on YouTube and on Facebook where it had 20,000 fans and was aggressively shifting to digital marketing.

    The diverse line-up of the cameras from the compact to the more professional X series also gave a lot of variety to the consumer.

    Wariz said, “Apart from an instant recognition, the right brand ambassador who matches the brand personality can create lot of trust and aura around the brand. Fujifilm as a company is extremely quality conscious, is young (in Indian digital camera business) and with diverse offerings, is trying to carve a niche for itself. We found Minissha with similar value system and hence decided on her as our brand ambassador. Minissha Lamba is a fine actress of new generation who in a short span of time has created a reputation for being very quality conscious and professional, evident from her choice of meaningful movies. Beside this she is a very popular face today and we are sure this association will help us enhance our brand equity greatly.”

    Lamba said she had been using Fujifilm from her childhood and, therefore, her acceptance came very naturally. “I am very passionate about photography. It‘s great to see the wonderful new cameras of Fujifilm with great features and cool looks. I am eagerly looking forward to using my new Fujifilm JZ100,” she added.

    According to Fujifilm India MD K Tanaka, a sum of Rs 2 billion had been put into research and development and Fujifilm digital cameras were the lightest because they did not use mirrors which made other cameras heavy.

    He said that the smart phone had affected the business only to a small extent since the consumer today was more concerned about the lenses than about megapixels. The latest 16 digital cameras being introduced in the Indian market had introducing Interchangeable technology. “At Fujifilm, our effort is always to bring the latest and innovative technology in our product with the support of R&D team.With our latest addition X-Pro1 we are entering into the Professional and semi-professional camera market,” he added.

    Ranging from hi-tech pro-level models to fashionable point-and-shoot compacts, the spring collection has a series of models. The collection includes following cameras: HS25EXR, F660EXR (EXR Series), T350 (T series), JX500, JZ100 (J series), AX550 (A series), SL260, S4200, S2980 (S series), L30 (L series) and C25 (C series).