Author: mxmadmin

  • RK Swamy BBDO relaunches Parryware with unique insight

    By A Correspondent

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=IYefcFAeuXc[/youtube]

    As part of its brand relaunch mandate, RK Swamy BBDO has created a refreshingly new campaign for sanitary brand Parryware.

     

    RK Swamy BBDO, known for its insightful work, calls the bathroom “Apna sa Kona” (your very own space) in this new campaign. This insight is based on special moments which one spends in a bathroom.

     

    Sunil Kukreti, Senior Partner, RK Swamy BBDO, New Delhi, said: “The insight of the campaign is that the bathroom is one place in the house where you can be yourself. You might cry, dance or just ponder in this one space, which is truly yours. The ‘Apna sa Kona’ campaign is created around this.”

     

    The current campaign comprises of Print and TV.

     

    Parryware with a brand heritage of nearly 60 years is now part of the Spanish Roca Group.

     

  • Ketchum appoints Rob Flaherty CEO, Ray Kotcher becomes Chairman

    By A Correspondent

     

    Ketchum has announced that Rob Flaherty, senior partner and president, will also assume the role of chief executive officer, effective July 1. Raymond L Kotcher, senior partner and CEO, will become the chairman. This shift follows a multi-year plan designed to ensure a seamless management transition at the highly successful agency, which PRWeek recently named as its 2012 agency of the year.

     

    Mr Flaherty joined Ketchum in 1989 and was named president in 2008. He will continue to report to Mr Kotcher. Over the course of his tenure Mr Flaherty has been involved in all aspects of the firm including having successfully led its largest office (New York), one of its global practices (Corporate) and several of its largest client engagements. He has counseled client organizations and brands including IBM, FedEx, Philips and Pfizer.

     

    According to Dale Adams, President and CEO of Omnicom’s Diversified Agency Services group (DAS): “As CEO, Ray developed the Ketchum brand into one of the most successful in the DAS group of companies and in the public relations sector. I have great respect for Ray’s leadership and many accomplishments and am pleased to have his continued commitment and involvement as chairman. His ability to lead and plan with this group will ensure the transition to Rob will be seamless.”

     

    Mr Kotcher, started at Ketchum in 1983, was appointed president of the agency in 1992, and in June 2000 was named CEO. As CEO, he transformed and grew the firm. In 2009 Kotcher led one of the public relations industry’s largest-ever mergers when Ketchum and Pleon combined operations to create the leading communications consultancy in Europe.

     

    Under his leadership, Ketchum’s geographic client-service footprint also grew in developing markets through acquisitions in China, India and Russia and a joint venture in the Middle East. As CEO, Kotcher also led the development of a range of offerings in areas such as change management, sports and entertainment, and word-of-mouth marketing.

     

    “I am privileged to have served as Ketchum’s CEO through more than a decade of extraordinary change and opportunity in the communications industry,” said Mr Kotcher.

     

    “The appointment of Rob to CEO has been long planned for and he is distinctly qualified for this role,” he continued.

     

    As chief executive, Mr Flaherty will work with Mr Kotcher and other leaders of the firm to guide agency strategy. He also will remain focused on providing clients with breakthrough ideas and the agency’s talent with clear opportunities for growth.

     

    “Having called Ketchum my home for 23 years, I am deeply honored to assume the role of CEO from Ray. Ray has been an outstanding leader, mentor and friend. I tremendously value our partnership and am looking forward to it continuing,” said Mr Flaherty.

     

     

  • UTV Indiagames launches official mobile game for ‘Brave’

    By A Correspondent

     

    The gaming company, UTV Indiagames, has launched the official java mobile game for Disney Pixar’s ‘Brave’.

     

    This game captures the vivid and beautiful Scottish Highlands. Based on the protagonist of the movie -Merida, the user has to use his/her archery skills to unfold the mystery and save her family.

     

    “Disney Pixar’s Brave has an excellent storyline which has all the elements – adventure, mystery, action – that lend itself into an engaging game, deepening the fantastical movie experience. With this Java game we want to reach out to 60 per cent of India’s mobile phone population,” said Samir Bangara, Managing Director – Digital, Disney UTV.

     

  • Axis Bank appoints Digitas India

    By A Correspondent

     

    Digitas, the digital marketing agency, has been appointed by Axis Bank as their digital AOR. Digitas will conceptualize, design and manage Axis bank’s presence online across the bank’s verticals and practices.

     

    On the association, Manisha Lath Gupta, Chief Marketing Officer at Axis Bank said; At Axis bank we believe that digital media is an extremely important channel to engage with and have meaningful conversations with consumers. Over a period of time, a good digital strategy will go a long way in creating preference of one service provider over another. We believe that Digitas India is the right strategic partner to help us achieve our aspirations. Digitas will be handling all social media and online creative work for Axis Bank.

     

    Working with Axis Bank is extremely exciting and challenging said Kanika Mathur, President, Digitas India. “We will be using some of our worldwide learning’s and best practices to create and implement best in class strategies and consumer experiences for Axis bank. These will include helping position new and current services online as well as in social media,” she added.

     

    Digitas India has a full service offering across ‘paid, owned and earned’ media. Today the India team has over 160 team members.

     

  • Viacom18 Appoints HUL’s Sudhanshu Vats as Group CEO

    Sudhanshu Vats

    From the MxM Infodesk

     

    Viacom18 Media has announced the appointment of Sudhanshu Vats as its Group CEO. Joining in August 2012, Sudhanshu will report to the Viacom18 board and will be responsible for the growth of all Viacom18 brands/businesses, comprising Colors, Comedy Central, MTV, Nick, Sonic, Vh1 and Viacom18 Motion Pictures. The position was left vacant since Mr Haresh Chawla moved on earlier this year.

     

    Mr Vats is an HUL veteran, having worked with Unilever in India for more than 19 years, in various capacities. He is currently the Vice President – Laundry, South Asia and Global Brand Radiant (Rin in India).

     

    Announcing the appointment, Raghav Bahl, Founder – Network18 Group, said, “Given Sudhanshu’s rich experience, his ability to lead large businesses and his acute understanding of the Indian diaspora, he is well poised to lead Viacom18 into its next phase of growth.” He further added, “Sudhanshu also brings with him an intense and interesting perspective on the entertainment business and that is sure to add a new dimension to Viacom18.”

     

    Speaking on the development, Sai Kumar, Group CEO – Network18 and TV18, added, “Viacom18 comprises some of the most dynamic brands in the television and entertainment space that cater to a wide spectrum of audiences. Given Sudhanshu’s vast experience and an extremely successful track record with multi-brand portfolios, we’re confident of him driving each of the Viacom18 brands to its deserved place in the category.”

     

    Commenting on Mr Vats’ appointment, Bob Bakish, President & CEO – Viacom International Media Networks, said, “With Sudhanshu on board, we’re confident that Viacom18 will continue to redefine the many spaces it operates in.”

     

    Mr Vats has about 21 years of experience, of which 19 have been with Hindustan Unilever across Sales, Customer Development, Marketing and General Management with P&L responsibility. In his previous assignment as VP Soaps and Detergents, HUL (the largest Business segment in India), Mr Vats aggressively grew the Laundry and HHC categories leading to sustained market share growth. He is equally at ease setting up Businesses from start and launching new Brands. He has worked across different categories (Home & Personal Care and Foods) in FMCG leaving his mark on many popular household brands like Surf Excel, Rin, Vim, Wheel, Lifebuoy, Lux & Lipton. Sudhanshu has also worked with Castrol for about two years, where he headed the Marketing function and was instrumental in the Castrol Master Brand re-launch. Under his stewardship, South Asia was the fastest growing cluster globally in Laundry during 2011.

     

  • HUL, LG etc look beyond regular advtg

    By Bhanu Pande & Ratna Bhushan

     

    PepsiCo is organising seven-a-side soccer tournaments in neighbourhoods, LG is showcasing its durables in residential complexes, Cadbury is standing outside super markets with its cookies, Hindustan Unilever is standing with a shampoo to assess the state of your scalp… These are some of the biggest companies, with hefty advertising budgets. Yet, to market their wares, they are increasingly looking beyond conventional, passive advertising and spending more on marketing activities where the connect with the target consumer is active and direct.

     

    In marketing lingo, such on-the-ground events and promotions are called ‘brand activation’, and they generally form the largest chunk of a company’s non-advertising activities. Spurred by brand activation spends, such non-advertising spends, called below-the-line (BTL), are gaining share over advertising spends at several leading consumer companies.

     

    According to LK Gupta of LG Electronics, 60 per cent of the company’s marketing

    budget is going towards BTL activities, against 35-40 per cent three years ago. “With increasing choices, the consumer has become more discerning,” said Mr Gupta, vice president-marketing. “Therefore, ground activations are gaining traction due to the added impact they give beyond the media clutter.”

     

    Elsewhere, Homi Battiwalla, category director, PepsiCo India, labels the increase in his company’s BTL spends as “significant”. “Today, consumers have started saying, ‘show me something real’,” he added. In April, in its advertising, PepsiCo India switched from cricket to soccer, and launched a campaign, ‘change the game’.

     

    Alongside, it hit neighbourhoods with ‘T-20 Football’ – a seven-a-side, 20-minute soccer tourney. “We realised plain advertising wasn’t enough,” said Mr Battiwalla. “We wanted to build the idea, and create an experiential engagement that is grassroots with our target audience.”

     

    All this is translating into more business for firms like New Delhi-based Candid Marketing, which helps companies with their brand-activation strategies. Its managing director Atul S Nath says its business is growing 25 per cent a year. “Clients are questioning the delivery from plain advertising,” he said. “Delivery from brand activation is almost immediate, though the latter has its limitations.”

     

    Mr Nath predicts that, in the next five years, the split between BTL and ATL (above-the-line, or advertising) spends will be equal. Currently, companies spend more on mass-media advertising than on events and promotions. He, however, feels, advertising budgets will not fall in absolute terms, but more of the incremental allocation will be to BTL activities. “Overall spends on BTL will significantly rise as people begin to see its impact,” he said.

     

    Mr Gupta of LG agrees, and attributes it partly to the rise of online marketing and social media, which conveys details of a product quicker than conventional advertising. “The influencing touch points are shifting,” he said. “The customer comes armed with his own research. So, conversion with demo and explanation has become an area of great focus.”

     

    It’s also the current tight business environment, said brand consultant Harish Bijoor, who sees advertising symbolising ‘theme’ and BTL representing ‘sales’. In a tough market, cash flows are an imperative. “So, they are putting their big bucks on BTL, and money is certainly moving from theme to scheme,” he said.

     

    Mayank Shah of Parle Products says the idea is to engage with the consumer despite the higher costs. “In case of traditional advertising on television or print, cost per contact is very low,” said Mr Shah, group product manager. “BTL activation is costlier, but it’s the quality of engagement with the consumer that makes a lot of sense. He feels, it is very important to generate trials in food products, which is the company’s main product category. “Sometimes it’s necessary to make consumer sample your products,” said Mr Shah. “And where there’s a big rural and semi-urban opportunity, we need to go BTL.

     

    Dabur India too has been relying heavily on BTL activities in tier-II and tier-III towns. “With rural consumers increasingly moving towards branded products, just leveraging mainstream media is not enough to connect with them,” said George Angelo, executive director-sales, Dabur.

     

    The company has the Dabur Amla ‘banke dikhao rani pratiyogita’, a rural beauty and talent hunt where rural women are groomed by trained beauticians. Another of its recent BTL activity was the Dabur Gulabari Miss Rose glow contest – a regional model hunt from state capitals, with the eventual winner receiving a wildcard to the Femina Miss India contest. “A BTL initiative involving Vanya Mishra (a wildcard who was one of the winners at the Miss India contest) resulted in Dabur Gulabari reporting its highest ever monthly sales in April,” said Mr Angelo.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • The Anchor: Prathap Suthan on 7 reasons why mango is the Emperor of Fruitland

    By Prathap Suthan

     

    Honestly, I am yet to stumble on to someone who doesn’t rage after this fruit. In fact, if I do meet him or her, it just might be a fickle pretense.

     

    Take lush mango away from the menu of pleasures, and you’d dread the emptiness that stares at you from the fruit bowl.

     

    I mean everything that’s left inside, including moldy grapes, obese melons, and squishy jackfruit, is one mediocre disappointment after another.

     

    You’d be truly blessed if you ever had an orgasmic experience with a guava. One errant seed raking up screaming havoc in an old dental cavity notwithstanding.

     

    In all my years as a devoted single fruit pilgrim, no one really asked me if any other fruit deserved the altar. But now that I have to defend my icon, allow me 2 non-noodle minutes.

     

    Thankfully, I didn’t have to invent any of the reasons why Mango will reign undisputed. They have always existed. I just had to put them in no particular order.

     

    1. Mango, the great Equalizer

    No matter who you are, where you live, or what you like, you are a subject of this awesome fruit of plenty. If you aren’t an eternal slave of its yumminess to the nth degree, dude you have no clue what you are missing. Regardless of our faiths, beliefs, geographies, physical differences, skin colours, hairstyles, fashion skews, cultural peccadilloes, bank balances, and even sexual orientation, the mango is not mere king.

     

    It’s a great leveler. We are all equal victims. Unless some of us are lashed by daily nightmares of man-eating mangoes, snorting rhinos can’t wrench most of us away from slobbering over its spell. It’s worthy of leading a new age religion. Or at least a dozen political parties aligned along gourmet tastebuds.

     

    2. Mango, the winning Politician

    I am often pushed into vague corners by sour men and women who poke holes at India Shining. But then, little do they consider the mango side of it. If it wasn’t for that campaign, aam aadmi as an expression wouldn’t have been brought to the fore. The ordinary men and women of our country wouldn’t have found such a powerful public idiom. Come to think of it, there nothing else unites us so tastefully across all socio-economic definitions. Considering that we grew up in a country where every neighbourhood has at least one mango tree, and every one us would have either plucked or thrown down a mango. Centuries from now, mango people will be linked to the history of the 2004 elections. As the little big people who torpedoed a government’s feel good carrier.

     

    3. Mango, the giver of Words

    I am yet to lick an apple, salivate over a plump orange, drool at a spiky pineapple, or go anywhere oral near a banana. Yuck. On the other sticky hand, I can’t wait to get cozy with a juicy mango, unpeel its skin, and allow my tongue to plunder its curves. Every word that’s been designed to bring out osculatory pleasure makes ample sense and effective relevance. Go on, close your eyes. You can bite a mango, you can slurp a mango, you can nibble a mango, you can kiss a mango, you can moan a mango, and oh yes, you can suck a mango. I doubt if there’s a wildest word you cannot do to a mango.

     

    4. Mango, the Cultural Fountain

    Undoubtedly, inspiration isn’t just limited to pushing and expanding the frontiers of vocal expression. The mango has undoubtedly aided the growth and profusion of our aesthetics. If it hasn’t stimulated us enough, I think we have been fools to overlook the cornucopia it unleashes. From paisley that makes huge contributions to the clothes of men and women – neckties to sarees, I am sure mango has pandered itself to aspiring writers of novels and poetry. There’s much hidden in the gush of its juices, the allure of its nectar, the softness of its body, and the blush of its colours. I certainly cannot see glorious muskmelon or splendid kiwi goading me to spill my ink. I might suffer from permanent drought. If I am not entirely mistaken, the fertile mango has already spawned fashion, books, taxis, beverages, radio stations etc. There’s so much more possible.

     

    5. Mango, the natural Aphrodisiac

    Here’s a quickie. Whenever you two decide to bathe each other’s teeth, grab a nice handful of Alphonso. Or any common mango from the fridge. With so much of passion held inside its ripe and near gossamer thin skin, it does give human chemistry a bit of a goosebumpy spur. Add a little dose of imagination, and the humble mango could be quite an experimental grenade while rolling in the hay. While there could be unexplored magic potion and endless ginseng within pears, peaches, and pomegranates, I’d still bet that they offer precious zilch to help you better Vatsya’s magnum opus. The mango is the undoubted king and queen in bed – as much as it’s on the dining table, in the living room, under a moonlight night, in the bathroom, under the staircase, and just about everywhere both of you want to come and go.

     

    6. Mango, the sensitive humanist

    Mango may have a large nut. But maybe there’s a thumping heart inside. Perhaps that’s the way one should read that.Look at it this way. Why do you think mangoes come in all sorts of shapes? And sizes. And colours. And even price ranges? They mirror us. They do their best to become like us. They understand us better than most other fruit. Unlike plebian chikoo, jamun, plums, and even rambutan which have negligible variety. Almost one size fits all. On the other hand, consider the benevolence of the Gods. The great mango has just as many rich variations as us – tall, short, squat, stocky, beautiful, small, lean, thin, overweight and so on. Long mangoes. Short mangoes. Big mangoes. Small mangoes. Pointy mangoes. Round mangoes. Fat mangoes. Thin mangoes. Green mangoes. Red mangoes. Blue mangoes. White mangoes. Sweet mangoes. Sour mangoes.

    For every distinct physical and even mental trait, there are mangoes that have evolved to characterize people. Just how more awesome can this true monarch be?

     

    7. Mango, the incredible Indian

    With so many different varieties that you might know, here are a few you wouldn’t have heard of. All harvested across the corners of our country. Kishenbhog, Jamadar, Fazli, Gulabkhas, Badami, Raspuri, Zardalu, Pairi, Malkurad, Beneshan, Bangalora, Jehangir, Suvarnarekha, Mulgoa, Himayuddin and Samar Behest Chausa. Ignore them if you like to lead a poor life. While all of them represent the mosaic India is, with the hottest summers giving you the sweetest mangoes, the mango is no longer a seasonal protege. With the koel as its raucous herald. Today, science and ingenuity has helped mango mutate into anything you think of. And most of them brim with the essence of its inherent mischief. You can have them as shakes, aam ras, aam panna, sherbet, squashes, nectar, juices, drinks, candy, jams, jellies, preserves, chutneys, curries and achaar. Until civilization declares similar lust for any other fruit from the planet’s orchards, the mango will remain raja. And me and you its besotted praja.

     

  • Road to CL2013: The way to win at Cannes is by not aiming for a metal

    The Cannes metal wins for India has been disappointing. There could be various reasons for it and the metal tally definitely doesn’t point that the work coming out of India is of inferior category. However, it does point that there is something more required from India n agencies to gain attention of the international jury. Who better that people on the Cannes jury this year to show us some light on where the agencies could improve and what really went behind the judging. We spoke to a few on the jury this year to understand where India went wrong and what can be done to reclaim some of the lost ground this year.

     

    Rahul Jauhari, National Creative Director, Everest Brand Solutions

    Rahul Jauhari

    I don’t think you can aim at Cannes by doing something that can win at Cannes . Most winning entries at Cannes are brilliant solutions to one business issue or another. “Let’s do something like that one” ­ is not going to get you anywhere. The point is to solve the business issue facing your brand with a wonderful idea and execution. If it is that wonderful, it will win.

     

    And yes, the glorious part is in doing it in a way that is relevant to the India n audience. The jury are not fools. They can see through scams, in most cases. They ask relevant questions and give a lot of importance to the logic of the communication. They reward ingenuity, but not at the cost of authenticity.Brazilwins a lot of awards at Cannes . But their work is unmistakably Brazilian. The same goes for other countries. So, the language of your entry is not a minus point, as long as you send in a good explanation.

     

    The jury at Cannes is now well represented by different countries. And that shows in the selection of work. “Let’s do something that integrates social media” is not the answer either. More Facebook likes is not equal to higher chances at a Cannes metal. If the idea is loved, people will spread it on social media. A print ad can lead to online furore or fan-following. The same goes for a TV ad or a radio spot. The consumer builds in social media integration without asking you. So there.

     

    Simply put, the way to win at Cannes is not by aiming for a metal at Cannes . Aim for a brilliant solution or idea. Execute it brilliantly. Even the simplest of ideas can win. There is that little bit about the packaging, though. When a jury member has to sift through a thousand plus entries, he or she will not suffer a poorly packaged entry. Keep it simple, keep it to the point. Sure make it enjoyable. But remember, the jury wants to know how you did it, why you did it and what it achieved. Inform them, but don’t bore them to death. And don’t try to con them. Most are highly experienced and can tell a fake from a real. Instantly.

     

    Sunil Gautam, Founder, HanmerMSL

    This is the fourth year for Cannes PR Lions which saw 1,130 entries from 61 countries, the highest number of entries received by Cannes Lions in this category ever. 134 entries were short listed. India had 19 entries, 1 was short-listed.

     

    The composition of jury was very good and it represented the cross-section from the world over. There was a lot of interaction and discussion before finalising the winners. According to me, it was very professional judging and the experience was awesome.

     

    India had 19 entries in this category, and many of them came up for lively discussion. Of these, one entry was short listed. Unfortunately, this entry didn’t get any metal. But the overall effort by the India n agencies was excellent. All the campaigns that were reviewed were very imaginative, with good strategy, execution and measurable impact and results.

     

    My advice to the India n public relations industry is to focus on innovative strategies, immaculate execution and measurable results in such a way that the campaigns that they implement for a client are a huge success. And not to plan campaigns from the short sighted of just winning awards. Good campaigns are appreciated everywhere and they may end up with the awards. The client comes first and they will get awarded if they deserve.

     

    Vikram S Gaikwad, Partner & Executive Creative Director, Creativeland Asia

    Vikram S Gaikwad

    I think there are three simple yet significant aspects to any entry. The idea, its execution and the category in which it is entered. A brilliant idea can miss out simply because it is not entered in the right category.

    With the number of entries running in thousands even in each category, each panel has a unique criteria while judging entries. So, the chances are that a great entry submitted in a wrong category might fail to even get a shortlist.

    Also, we should look at the new categories introduced at Cannes every year.I was disappointed to see little or no work in categories like Mobile, PR and Brand Entertainment & Content categories. With the size of the Indian
    market, number of brands, consumption etc, we are very much capable of capitalising on various opportunities and entering more quality work in the future.

    This year the number of metals that India won has gone significantly low. This definitely is disappointing. So, I am hoping we will make up for it
    next year.

  • Bol Bachchan stars announce Dainik Bhaskar Bollywood Awards

    By A Correspondent

     

    Dainik Bhaskar.com’s CEO, Gyan Gupta, alongwith the Bol Bachchan team to launch the Dainik Bhaskar Bollywood Awards 2012

    Dainik Bhaskar Group launched the second edition of the Dainik Bhaskar Bollywood Awards. The awards were announced by the star cast of the film, Bol Bachchan.

     

    2011 witnessed the first edition of the awards, where the cine stars are judged by their fans. The awards are by the public, for the public, of the public.

     

    Gyan Gupta, CEO Dainik Bhaskar Digital Division said: “After the success of the previous awards, Dainik Bhaskar is delighted to announce the launch of the second edition. I am really thankful to the team of Bol Bachchan, as they graced this occasion with their presence.”

     

    Ajay Devgan, known for his acting skills and with two National awards in his kitty, does not believe in the award ceremonies. But as the DB Bollywood awards are decided purely by audience voting, he humbly accepted the award in 2011.

     

    The awards not only let people choose their favorite stars as winners, but also the 10 lucky winners get to walk on the red carpet and hand over the award to the winning stars.

     

    Dainik Bhaskar Group has brought a fair award show where Best Character, Best Dialogues & the Hottest Item Number will also be awarded.

     

    RadioCity and E-24 are partnering with Dainik Bhaskar for the their Bollywood awards

     

  • ‘Amazing Spiderman’ largest Hollywood film release in India

    By Binoy Prabhakar

     

    The Amazing Spider-Man will open with over 1,000 prints, the largest ever release for a Hollywood film in the country, according to a statement from Sony Pictures India. The film will release on Friday in 3D, 2D and IMAX formats and in four languages – English, Hindi, Tamil and Telugu – with over 1,000 plus prints, according to the statement.

     

    Kercy Daruwala, Managing Director – Sony Pictures India said: “The Amazing Spider-Man is fittingly our biggest release ever in the country. The fact that Spider-Man is the most consistently successful movie franchise in India, combined with an increased audience in dubbed versions, growth of 3D, the pre-US release date and a local connect in the film, has led to a record demand for prints.”

     

    The Motion Picture Dist. Association (MPDA – India), the Indian arm of the Motion Picture Association (MPA) representing the six major Hollywood studios is beefing up its enforcement action across the country in preparation for the release. Uday Singh, Managing Director, MPDA (India) said: “With every big film release comes the threat of Content Theft through Camcording in cinemas and movie downloads through illegal websites. We have chalked out a strong enforcement action plan to keep Camcording pirates at bay and urge movie-loving audiences to watch The Amazing Spider-Man at the nearest theatre.”

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Forum malls appoints AliveNow for social media

    By A Correspondent

     

    The Forum Mall, one ofBangalore’s first full-fledged malls, has appointed AliveNow as its social media partner. AliveNow will carry out digital marketing activities for Forum Mall, Koromangala and Forum Value Mall, Whitefield.

     

    Rama Raju, GM – Mall Operations said: “Forum Mall, being one of the pioneers of the mall culture inBangalore, is gearing up to elevate the brand proposition to the next level. Understanding the demographics of our TG who are significantly prevalent on social media platforms, we are pursuing to establish a better user interface to engage them further. We aim to create such an experience wherein our customers, even while being seated within the comfort of their homes, can still interact with us. Our goal is to enable our customers to carry the experience of visiting our mall out of the premises and beyond, thus creating effective brand recall.”

     

    AliveNow CEO, Adhvith Dhuddu added: “We are very excited to partner with Forum Mall and the Prestige Group to promote this iconic mall on social media. Malls could benefit from these social media tools and push the brand towards better visibility, and we plan to execute some very innovative and interesting campaigns for Forum Mall on Facebook and other social platforms.”

     

  • Ranjona Banerji: Irritating ads that irritate

    Ranjona Banerji

    By Ranjona Banerji

     

    Am stepping on a few toes here and other people’s territory but then wothehell. As much news as you watch on TV (or as much TV that you watch, be honest) you’re forced to watch as much advertising as content.

     

    And sometimes it’s fun (like Hari Sadu and naukri.com) or even the poor chappie who thinks he’s eating chicken, but it turns out to be a doggie. Or Fastrack’s funny series on the risqué side with Genelia D’Souza and Virat Kohli. Or even the Flipkart ads where children play adults.

     

    But what does one make of Priyanka Chopra squirming about on the ground to a song that does not match the bizarre dance she does as she tells us she hates the “chip chip”. All that happens for Garnier is that most people throw up and switch channels.

     

    Through the telecast of Wimbledon on Star Sports you get to hear that “amazing Thailand always amazes”. Well, duh, couldn’t they think of another word? Or has someone done Thailand tourism in?

     

    The Kelloggs ads with that vastly annoying mother who does something as simple as throw a few almonds on a bowl of cereal and pretends she’s invented sliced bread is anodyne as such ads normally are.

     

    But the winners of the most irritating ads have to be Reliance Foundation and Coca-Cola. Insensitivity seems to rule the Coca-Cola ad in which a group of not very well off (how do I say this politely?) children play cricket in some dusty desert scrub land as a voice over tells us poetically how they have no cricket bat, ball, stumps, the pavilion has no roof and so on and ends some poignant note about how this is not play but the call of the earth or something. Then Sachin Tendulkar with his strange new hairstyle drinks a Coke and says play on. The children and Tendulkar never meet and you get the feeling that the children cannot afford to drink Coca-Cola, certainly not one each.

     

    And there’s the Reliance Foundation. I’m not getting to the connection with the programme Satyamev Jayate. For one, the ad looks like a copy of the Vedanta ad, which claimed to be saving the lives of various village children with schools and food and making their dreams come true. The ad ran into as many problems as Vedanta does with its mining projects and the company’s attempt to redeem itself with this real or exaggerated NGO social work effort did not work.

     

    If indeed Nita Ambani is moving into social work, an ad that copies an already discredited ad is surely not the best vehicle. Also, the figures put up for the number of children fed or schooled or clothed is embarrassingly small for a company the size of Reliance. Even worse, Nita Ambani’s look is so carefully crafted that it looks just that. Also makes her ears look unnaturally large.

     

    Hidden persuasion is fine. But these are attempts at such blatant manipulation that they are not just exploitative, they may not even work.

     

    For those interested in advertising and how it works, try and catch The Gruen Transfer on the Australia Network or Youtube. Hosted by Australian comic Will Anderson, it is funny, incisive, intelligent and hard-hitting. And did I say funny?

     

    All right, I’ll watch the news from tomorrow.