MxMIndia

Author: mxmadmin

  • In its season two, 'Yaado Ka Idiot Box with Neelesh Mishra', a storytelling show which airs Monday to Friday, 9pm to 11pm on Big FM has loads of plans to effectively engage and interact with its audience

    Big FM storytelling show to get more innovative

    Neelesh Mishra

    By A Correspondent

     

    Big FM launched the season two of ‘Yaadon Ka Idiot Box with Neelesh Mishra’ in July 2012, following the success of season one last year. The storytelling show airs Monday to Friday 9pm to 11pm on Big FM. Interestingly, the duration of the show has been increased from one hour in season one, previous year to two hours in season two. The aim of the show is said to revive the conventional form of storytelling in India.

     

    Currently, ‘Yaadon Ka Idiot Box with Neelesh Mishra’ is aired in 35 Hindi speaking markets, including Hyderabad. However Big FM is said to soon adapt the show into regional languages too i.e. the remaining Big FM markets, mainly the non-Hindi markets namely Kannada, Tamil and so on. Besides its activities on- air, the show also has a Facebook page which is said to have received over 6.4 million page views. There is also an official YouTube channel wherein audiences across the globe could listen to the show. In addition to this, with an aim to further engage and interact with the audience, Big FM plans to soon start live shows and events in its second edition. The details of the event were not available at the time of filing the report.

     

    “Initially people thought that this format won’t work on radio in today’s multimedia era and that too on prime-time but, this show and radio as a medium broke all myths about radio being a fickle minded medium. It also revealed that there are listeners who tune in for innovative and diverse contents besides just Bollywood content,” said lyricist Neelesh Mishra.

     

    A lot of young listeners, particularly those between 13 and 24 years of average age group are said to tune in daily. 70 per cent of the listeners are said to be males. Mishra further added, “The response in both season one and season two have been phenomenal. The overwhelming response from the listeners and the fact that they were able to recollect various stories, narrations and the messages also reveals the fact that radio is such a personal and a powerful medium.”

     

    At a time when FM radio is dominated by music, particularly ‘filmy’ music content and that too in the multi-media era, does a storytelling show on Big FM reaffirm the fact that there is a non-music market in India and how can radio be made more compelling today? According to Mishra, there is a big market for contents like radio plays and storytelling. “I believe that the space and the need for innovative and non-music content has never been as acute as it is today. Radio I believe cannot survive on Bollywood alone. I also believe that the medium has misread the listeners as there is a hunger among the listeners for new and innovative content which the medium has not been able to address. The success of this show on Big has however reaffirmed the fact that there is more scope for innovative content today.”

     

    Besides the metros which is said to be the biggest listenership for the show, Kota, Indore, and Srinagar etc are some of the other markets where the show has been highly popular with the listeners.

     

  • Complete madness carries on in desi candy advertising. The latest uproarious comedy has been churned out by the makers of Center Fruit

    Debrief: Center Fruit: Full-on masti

    By Anil Thakraney

     

    And so, complete madness carries on in desi candy advertising. The latest uproarious comedy has been churned out by the makers of Center Fruit. The promise is totally wild: The desire for Center Fruit will make your tongue rock and roll in the mouth. Creating a bizarre sound effect. ‘Laplapana’ is the word they’ve coined for this action, and am certain it’s not from the dictionary.

     

    The TVC is set at a tourist spot. A firangi couple is harassed by the local guides (as it often happens in India), as these jokers pitch their services. One smart dude comes along, impresses the firangs with his ‘laplapana’ trick, and wins the business. The commercial is insane, it’s difficult to even describe it, best you hit the link below! As an aside, I wonder how the creative team presented this idea to the client. The meeting itself must have been wild.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=RncqBF5NjDs[/youtube]

    Well, what can one say, there’s absolutely no logic at play out here. All I can say is, this sort of outlandish advertising is perfect for a time pass candy. It will evoke some chuckles and (hopefully) some recall at the retail outlet. That’s all one can do in this category.

     

    PS: I do hope this offensive ‘laplapana’ sound doesn’t catch on, and some deranged buggers don’t do it in my presence. They’ll get some serious tongue lashing from moi! 🙂

     

    Rating: (On a scale of 1 to 5): 3. Insane stuff, and it works.

     

  • Mind Rocks Youth Summit brings together bright young minds to participate in an open two-way dialogue with their icons.

    India Today youth summit on Sept 7 at Siri Fort

    By A Correspondent

     

    Mind Rocks Youth Summit is an annual event organised by India Today Group for young minds. It is a unique concert of new ideas and live music. This forum brings together bright young minds to participate in an open two-way dialogue with their icons. A space where inspirational leaders from different spheres of life share their mantras of success. A platform where today’s youth can engage with decision-makers in an informal setting and learn from their experiences. And in turn leaders can connect and learn from that part of society that will define our future. Our Youth.

     

    Now in its third year, the event is a day jam-packed with fresh ideas and live music. Designed as a forum to bring together the bright young minds of the nation, it is the only summit where the youth can participate in an open two-way conversation with their icons.

     

    Theme for 2012 – ‘BE THE BEST YOU’. The theme was chosen in light of the unsettling nature of the fluid political and social environment of today. The idea behind the theme is to build confidence and to inspire and energize the you by choosing icons that have succeeded against the odds. The sure shot way to deal with uncertainty is to do and be your very best. To have the courage to stand by your true instincts and live your passion. Because the only person who can decide the course of your life is you.

     

    The first year of the summit saw luminaries such as Nandan Nilekani, Pranav Mistry, Sourav Ganguly share their experiences with the delegates. In 2011 the event pulsated with young energy by absorbing the mood of the youngsters as they engaged in dialogue with people such as Industrialist Kumar Manglam Birla, actor Ranbir Kapoor, politician Kalikesh Deo, cricketer Yuvraj Singh.

     

    This year the event has doubled the numbers of speakers from last years 12. 26 speakers in 12 hours! The electrifying line up of speakers are:

     

    Young Guns of Politics: Akhilesh Yadav, chief minister, Uttar Pradesh; Sandeep Dixit, Member of Lok Sabha and Indian national Congress

    Pathbreaker: Arvind Kejriwal , social activist, Vir Das, Stand up Comedian, Ali Zafar, Crossover star

    Sporting Heroes & Olympians: Mary Kom, Boxer; Gagan Narang , Shooter; Sushil Kumar, Wrestler; Yogeshwar Dutt, Wrestler; Vijay Kumar, Shooter and cricketers, Kapil Dev, Unmukt Chand

    Bollywood Stars: Ajay Devgn, Priyanka Chopra, Sonam Kapoor, Huma Quereshi, Ayushman Khurrana, Emraan Hashmi, Imtiaz Ali, Anu Malik

    Best of Entertainment & Design: Ekta Kapoor, Joint MD, Balaji Telefilms; Vir Das, stand-up comedian; Masaba Gupta, fashion designer

    Corporate Mavericks: Vineet Nayar, Vice Chairman and Chief Executive Officer , HCL Technologies; Sanjeev Bikhchandani, founder and executive vice chairman, Naukri.com

     

    In order to engage the young minds, the conference is not strictly structured but has a fluid programme with invigorating discussions and lively interludes. The event will open with a live performance by the winners of the Mind Rocks 2012–Be A Rockstar contest, The Philosophy of Life and conclude with a live concert by the iconic bandIndian Ocean.

     

    More information is available at www.indiatodaymindrocks.com.

     

  • Time Out pays musical tribute to Mumbai on 8th anniv

    By A Correspondent

     

    For almost a decade, Time Out Mumbai has celebrated the city in all its wonderful and maddening ways. This anniversary the magazine asked renowned artists, chefs, designers, musicians and writers to pay tribute to Mumbai and express their love and ways to what the city means to them personally.

     

    The campaign for the anniversary is around a tribute song to Mumbai. Mumbaikar Sid Coutto, a well-known singer, has composed an anthem-like number which encapsulates the good, bad and magnanimous side of Mumbai, and Time Out has produced a video to support it. The video encompasses vivid images depicting the true character of Mumbai using different people and places all around the city.

     

    Unlike other magazine publishers, Time Out is the first publication to break the tradition by not doing a regular campaign, said Rajnish Rawat, COO Paprika Media.  “On our eighth anniversary, we asked eight renowned Mumbaikars to pay their tribute to Mumbai in their unique way and now we have our own cocktail called Churchgate, a comedy play, a special recipe, an installation, short story, photo project and a product design, all on the pages of Time Out latest issue. We also have a Mumbai Anthem – a song dedicated to Mumbai. The tribute song is becoming viral and already got more than 10,000 views on Yahoo on its debut day.”

     

    After receiving an overwhelming response Time Out is now planning to promote the Mumbai tribute song on different social media like Facebook, Twitter and YouTube and will be also running the promos on  channels like VH1, 9XO, Channel V, WB and Radio One.  People can also watch it on timeoutmumbai.net or on you tube at http://youtu.be/yhE0kNVQPEE

     

    The eight Mumbaikars who paid tribute to the city through works created especially for Time Out are:

    Artist: Shilpa Gupta has created a photo mosaic of her images that show Mumbaikars queuing up. It captures residents of Mumbai in mundane situations – waiting at bus stops, at railway ticket counters and at ration shops. But there are a few bizarre queues, like that of people waiting to meet a couple at their wedding. Through the work, the multimedia artist addresses Mumbai’s unfailing ability to make us wait and force “dreariness in our capacity to think and act”.

     

    Photographer: Fabien Charuau has shared four images from his ongoing photo project on what Mumbai means to him.

     

    Writer: Jerry Pinto has written a short murder mystery called Never on a Friday, set in his neighbourhood Mahim.

     

    Musician: Sid Coutto has written and composed an anthem, called This is My Home.

     

    Chef: Viraf Patel, from Café Zoe, has created three dishes that typify the city for him: bombil fritters, batter-coated, deep fried; a bowl of missal-pao, a Maharashtrian classic, made with chorizo sausage to bring in the city’s old Portugeuse influence to light. And there’s some masala-smacked bheja, lightly seasoned, rolled in panko and then deep-fried until golden crisp on the outside.

     

    Product Designer: Lokesh Karekar has created a taxi meter light.

     

    Play: Anuvab Pal has written a short fun play called Young Love about two city youngsters trying to meet on a date and communicating through their BB Messenger apps.

     

    Bartender: Devendra Sehgal who works at Ellipsis has whipped up a cocktail called Churchgate: the ingredients are white rum, tamarind and jaggery topped with a frothy foam of Earl Grey tea.

     

  • Google has launched a digital ad solutions scheme for small and medium-sized enterprises in India

    Google launches digital ad scheme for SMEs

    By Binoy Prabhakar

     

    Google India has announced the launch of a Premier SME Partner programme in India, taking aim at the strong demand for digital advertising from small- and medium-sized businesses in India.

     

    Through this programme, Google India aims to maximize its reach to small- and medium-sized businesses spread across the country and help them by providing specialized services to grow their businesses through digital advertising, according to a company statement.

     

    Google’s Premier SME Partners will be trained to offer the highest level of expertise and proficiency in developing, launching and managing digital campaigns for small- and medium-sized businesses, said the statement.

     

    These partners will offer end-to-end marketing solutions like search engine marketing, localized marketing solutions across Google properties and mobile advertising platform.

     

    Google will invest in helping partners with dedicated marketing and sales support that includes direct access to Google, co-branded market collateral, market research, training, offers (incentivized sales model), technical and operational support, assigned account manager and joint sales pitches.

     

    Rajan Anandan

    Rajan Anandan, Managing Director & VP Sales, Google India, said, “India is a hotbed of small- and medium-sized businesses and digital advertising lends itself well to help these businesses grow and compete at equal footing with large established players online. Our SME business has seen phenomenal growth in India, making us the fastest growing SME market for Google globally.

     

    With the launch of this programme, we want to expand our reach by recruiting 30 new partners across India by end of next year, so that more and more SME can benefit from a direct engagement with a Google-trained professional.”

     

    “India is a strategic market for Google, and we will continue to invest in other capacity building initiative through our existing Google Engage platform, which is focused on training and supporting businesses that specialize in helping other SME succeed online.” he added.

     

    Source:The Economic Times

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

     

  • Sanjoy and Samyak Chakrabarty talk about life's teachings

    Relative Values | More like friends: Sanjoy and Samyak Chakrabarty

    Every Thursday, MxM will take you beyond our regular news and look at the people in the business of media and marketing. So on the first Thursday of every month, we will have a section titled ‘RELATIVE VALUES’ featuring siblings, parents-children, cousins etc who may be working in the same or allied sectors of media, advertising and marketing.

     

    This Thursday, Sanjoy and Samyak Chakrabarty talk about life’s teachings. A child’s first and greatest teachers are none other than his/her parents. And since yesterday was Teachers’ Day, we spoke to a father-son duo to understand how one has been able to shape each others lives.

     

    By Meghna Sharma

     

    Samyak and Sanjoy Chakrabarty

    Zenith Optimedia’s managing partner Sanjoy Chakrabarty is a well-known name in the media fraternity and his son Samyak Chakrabarty made headlines when he became Chief Youth Marketer at DDB Mudra Max and Managing Director at Electronic Youth Media Group at the tender age of 18.

     

    Both belong to the media industry, though there is a difference between what they do, but when asked if his father influenced his choice about entering the same field, Samyak recalls, “I have learnt the ropes through my father and my first orientation into the media industry was through him since I would keenly follow the work he does and I even got a chance from a very young age to interact with his colleagues from whom I got to learn a lot as well. Also I got to learn that working in the media is more of a state of mind than just a mere mechanical profession.”

     

    Over the years, their relationship has matured and now they are more like friends. “We share a good healthy relationship wherein we are open to listening to each other’s point of views and thoughts. And whenever he seeks views on his new personal ventures, we do chat. Otherwise no work-related discussion,” says Sanjoy.

     

    However, Samyak does feel that it is his father’s goodwill in the industry which gave him a push initially. “It is only later that I started building my own contacts since I have always been taught that being self-sufficient is more sustainable and would help me command more respect.”

     

    So, what is one big lesson he has learnt from his father? “It has to be that I and my approach to what I do must evolve with time along with always having a strong value proposition to offer so that I am able to maintain demand for me/my product in the constantly changing market,” says Samyak proudly.

     

    And like any other father, Sanjoy too has big dreams for his son. “He has very strong leadership skills, is intelligent, a go-getter, and he has enterprise. He is going to be very successful very soon.”

     

  • This is the digital space… fast, evolving, driven by the masses, if it's good it will sell online, writes Chhaya Balachandran Aiyer

    The Anchor: 5 Emerging Trends In Digital Media

    By Chhaya Balachandran Aiyer

     

    Funny that what is emerging today can become passe in couple of years, if not less. But that’s the digital space… fast, evolving, driven by the masses, if it’s good it will sell online. So if you had to look at the near future, and that’s just planning for the one year ahead, then here are 5 things that seem to be quietly brewing in the various nooks and corners of the wireless world – the Internet.

     

    #1 Mobile Internet: Don’t underestimate the power of mobile internet.  The number of people accessing the web on their phones is much more than those accessing via desktops/laptops. Mobile is very quickly but surely changing data consumption, infotainment, social connectivity. http://blog.bcwebwise.com/2012/06/08/web-internet-and-mobile-internet-usage-statistics-india-2011/.

     

    #2 Social is Going Visual: There is a lot of visual content out there, with the exception of twitter and LinkedIn where the visuals are yet to come of age primarly given the interfaces of these networks. Facebook, Instagram, Pinterest… its all about visual content that is getting shared  — images, videos — impressive compelling content that is engaging. Everyone is sharing and adding their viewpoint to these visual treats. Brands out there need to build their visual content quickly and smartly understanding that branded content will not be shared.

     

    #3 Digital AdSpends Unleashed: Even as a few homegrown giants have recognized the power of the digital media, and are slowly and surely increasing digital spends, most multinational players have mandates from their global headquarters to go digital. Indian arms are being questioned why their digital spends are less than 1 per cent of total ad spends. And CMOs are being forced to get involved in learning the digital ropes and diving deep into the digital waters themselves.

     

    #4 Digital Workshops: How can one increase spends when there is little knowledge to cope with the medium. Digital workshops within large MNCs are the order of the day. Indian corporations should ideally take a lesson or two and get their top line marketing and sales people, the decision makers to hone their digital acumen.

     

    #5 TV v/s Digital – Push v/s Pull : For the fence sitters still smug about TV reach v/s Digital reach – think about the 80:20 rule. That 20 which is the cream of your business is on the web, and they never were much influenced by TV advertising and even more so today. They are researching online, no matter where they are buying products from. It is all about peer to peer recommendation, perception, and information you have put out about your brand online, and how quickly you can respond to individual customers.

     

    Chhaya Balachandran Aiyer is Founder-MD at BC Web Wise Pvt. Ltd

     

  • The cafe, which opens on September 6, is the brainchild of Subramanian and Sudha Natrajan. Both come in with more than 20 years' experience each in the industry and wanted to give back something to the industry

    Soul food (& drink) for media folk @ TMC

    By Meghna Sharma

     

    There is no dearth of Cafes and pubs in Delhi. So how is The Media Cafe going to be any different from the rest? The answer relies in the consumers it aims to please – the media fraternity.

     

    The Cafe, which opens on September 6, is the brainchild of Raghav Subramanian and Sudha Natrajan. Both come in with more than 20 years’ experience each in the industry, and wanted to give back something to the industry. “Our industry is very people-centric, so it is for the friends – colleagues and clients – which we have made over the years,” says Sudha Natrajan.

     

     

     

    Raghav Subramanian

    The Media Cafe is a unique concept, which will mainly cater to the entire fraternity – media/advertising/marketing. “Our idea is to have a place where people from the industry can hang out and have a good time. However, since we are in a mall – which gives us security as well as other amenities like power etc – other walk-ins are also expected. Having said that, its not a place where you’ll see Delhi socialites, but is a place where people will become regulars and would want to come and unwind and provide a sense of belonging to the community,” she adds.
    The theme too of the Cafe is very media centric and promises to provide ‘soul’ food to the patrons. The owners aim to provide the best to the industry which has given them so much and want the Cafe to be a place to be much more than ‘business’. “From the ambiance to food to the pricing, we have kept the industry in mind. And as said earlier, we want people to come back again and again. Hence, we don’t want the place to be heavy on people’s pockets. We want both senior as well as junior level employees to enjoy the place,” says Natrajan.

     

    But what about Mumbai? “Of course, Mumbai is on the cards. But let us stabilize here and then we will definitely open-up in Mumbai,” says Natrajan when asked about future plans for the Cafe.

     

    Sudha Natrajan

    Address: 3rd Floor, South Point Mall, next to Genpact, Golf Course Road, Gurgaon, Haryana 122002

    Timings: Mon – Sun 12:00-00:00

    Serves: International and Indian cuisines + alcohol

    Accommodatse: Approx 110-120 people

    Pricing: Not very heavy on the pocket

     

  • A feel-good response to the 3-part series on cricketer Yuvraj Singh's inspirational journey to be aired on Colors soon

    Thumbs up to Yuvi’s can-do story…

     

    By Meghna Sharma

     

    Where there’s a will there’s a way is one proverb that everyone of us have heard about and have even implied in our lives. However, there is one man who fits the proverb to the T and its none other than the country’s favourite cricketer – Yuvraj Singh.

     

    Ajay Kakar, CMO (Financial Services), Aditya Birla Group, Yuvraj Singh, Raj Nayak, CEO, Colors

    An icon for many and someone who’s always in limelight made recently headlines not for the sixers or catches but for being diagnosed with a disease which is still spoken about in hushed tones – cancer. But he survived it and is back in the country and in the Indian cricket squad for the upcoming T20 matches.

     

    It is this determination of the player which Colors, Viacom18’s flagship channel, wants to showcase to the world. The channel in partnership with the cricketer’s foundation YouWeCan wants to create awareness about the disease in the country.

     

    “We all know about Yuvi’s fighting spirit and he’s an inspiration to many. Therefore, we wanted to tell the world his story… a story of hope,” says Raj Nayak, CEO of Colors, while explaining the unique partnership the general entertainment channel has gotten into.

     

    Indian Cancer Statistics
     

    > Cancer is the second largest cause of death in India

     

    > In 2010, 5.56 lakh people died of cancer, and 71 percent of these deaths occurred in people aged 30-69 years

     

    > Most fatal cancers in men - Oral, Stomach and Lung

     

    > Most fatal cancers in women - Cervical, Stomach, Breast

     

    (Source: Study by Tata Memorial Hospital, Lancet, Centre for Global Health Research and University of Toronto)

     

    The three-part series – Zindagi Abhi Baaki Hai – will showcase the cricketer’s journey through pain, struggle and victory over cancer. “The show is about my life and I want people to know how one feels after being diagnosed with it and can lead to denial and depression. But I want them to fight and live again instead of giving up,” says Yuvraj Singh.

     

    Jai Lala

    According to media planners, it will difficult to say how much TRPs the show will be able to generate but it will definitely create a lot of buzz. “When Satyamev Jayate was launched, everyone thought it will score high on ratings but it didn’t. However, it did create a lot of awareness which might be true to these series as well,” predicts Jai Lala, Mindshare’s principal partner.

     

    “The programme is a special initiative. Such initiatives being one off in nature will appeal to different sets of people. If we look at overall TV scenarios it seems a large proportion of viewership is garnered by popular programs which essentially means viewers are looking for entertainment. The particular programme cannot be looked in the same light as standard soaps. Therefore TVRs might not be necessarily very high compared to standard soaps,” feels Kartik Sharma, Managing Partner, Maxus.

     

    Kartik Sharma

    But the people working for cancer awareness programmes aren’t worried about how many eyeballs the show will be able to garner. They feel that even a little communication can lead to some amount of change. Namita Shibad of the Pune-based Prashanti Cancer Care Mission is elevated about the show. “Even today, there is very less awareness about the disease. People don’t want to talk about it, so what Yuvraj has done is seriously commendable. The show will be able to generate awareness about the deadly disease and decrease the stigma associated with it. We and others like have been trying to do so for years now, but a celebrity can make a difference. If people can watch his survival story, I’m sure they will also believe that ‘if he can, then even I can’ which will open new perspective about it and give strength to millions to fight it rather than feel dejected.”

     

     

    Namita Shibad

    “There is no dearth of social relevant shows on television today but many take notice of them when big hoardings are put up or celebrities hosting them but that’s not our plan. We are not doing this for ratings. I recently lost a relative to cancer, so know the agony and turmoil surrounding it. And in our country where cancer is the second largest cause if death, the disease is still treated at a taboo. It is important to tell people that it can be cured. All one needs is the will to fight it,” adds Mr Nayak.

     

    Aditya Birla Sun Life Insurance is the tittle sponsor of the show and feel that the association is not about endorsement but a partnership of philosophy. “We want Yuvraj to be the ambassador of teaching people how to live your life even when in dumps. When the going is good, no one thinks about the tough times. And when they face it, one question which most of us ask is ‘God, why me?’. However, this was not the case with Yuvraj who chose to fight back to live the life he loves. We are proud to associate with him and the channel in this venture as it tells the story of highs and lows of life,” said Ajay Kakar, chief marketing officer – Financial Services, Aditya Birla Group.

     

    Pratap Bose

    “Yuvraj has a great fan following and this might be a major reason apart from the concept that advertisers might want to get associated with it,” feels Pratap Bose, COO, DDB Mudra Group.

     

    Mr Sharma adds, “As far as advertisers are concerned decisions on a programme buy is never an isolated case and always has a larger context of their overall campaigns. Some advertisers will find it worthwhile and some will not as is the case with any programming.”

     

    Mr Lala too feels that brands which have the similar message as the show wants to showcase will be glad to associate with it, but others wont be attracted towards it because of the impact and GRPs it will be able to generate.

     

    The channel hasn’t decided the time-slot for the series or when it will be aired as it is still being shot. However, the channel hopes to succeed in creating awareness and inspire people. All the proceeds generated through the show will be given top the cancer foundation.

     

    The series might be aired on other channels under the Viacom18 banner as well to make a stronger impact.

     

  • Londonderry is the latest offering from the group of Parle Products. It is an exquisite hard-boiled candy filled with rich caramel and milk solids.

    Sweet, new offering from Parle (& Everest)

    By A Correspondent

     

    Londonderry is the latest offering from the group of Parle Products. It is an exquisite hard-boiled candy filled with rich caramel and milk solids. It is available at 50 paisa across all leading kirana and modern retail stores in India.

     

    Aim / Objective

    In order to enter the Lacto candy market in India, Parle has launched the Londonderry candy. Our objective was to create clutter-breaking communication for the consumers and register the new brand’s identity in their minds.

     

    Introduction

    Its appealing packaging in red with the Londonderry town snap on the face, makes it a distinct Premium offering in the cluttered candy market. It is priced at 50p and comes in a convenient pillow-pack, targeting a wide consumer segment ranging from kids, youth to families. The brand name is inspired from an actual town in Ireland.

     

    Concept

    The magical town of Londonderry.

    The films are inspired by the rich English-Irish culture of the Irish town of Londonderry. We have captured the old world charm of this city in our TVCs through 3 magical executions.

     

    The aim was to capture the imagination of the masses by doing something simple yet fascinating. The viewers get transported to this amazing town which is full of sweet wonders, whether it is a dancing cow, a painter who paints with his beard or a kid with a special talent for fast reading. But that’s not what Londonderry is famous for, It’s famous for its rich milk and caramel candy. Londonderry. Tasty. Very Very.

     

    Rahul Jauhari, NCD Everest said, “The vision was to craft the brand as an International one. I’m pretty happy with the way our team has managed to achieve that. Kids are loving the films. That’s good enough reward for the hard work that’s gone in.”

     

    Pramod Sharma, Creative Director, Everest saids, “The films are part real, part magical. Bringing these stories to life was a real challenge. Especially in a timeframe as short as 25 seconds. The cast, location, the setup, the animation – all were chosen very, very carefully. Peter Pasic’s and Ricky Kapoor’s team did a fine job of making sure everything fell into place just right.”

     

    There are three films in this series

     

    Dancing Cow
    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=DYdN_q9Bybc[/youtube]
    Beard Painter
    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=WaNbTnkis68[/youtube]

     

    Library

    The Library film will be released at a later stage of the campaign.

     

    Credentials:

    Agency: Everest Brand Solutions

    Creative Team: Pramod Sharma, Bappaditya Saha, Sushant Karane, Sharif Shaikh & Samir Chonkar

     

    NCD-Rahul Jauhari

    Servicing Team: Siddhi Shah & Ravi Walia

     

    Agency Head-Dhunji Wadia

    Planning Team: Meraj Hasan & Tanya Shinde

    Client: Parle Products Pvt. Ltd

     

    Mr. Mayank Shah – Group Product Manager

    Mr. Amit Thakur – Product Manager

    Mr. Rahul Ramachandran- Deputy Brand Manager

    Film Director: Petar Pasic

    Production House: Picture Perfect

    Music Director: Aleksandar Kostic

     

  • Fever 104 FM and Reliance Commercial Finance has launched Fever iDream, which will give budding entrepreneurs an opportunity to earn Rs 25 lakh

    Fever 104 FM & Reliance Commercial Finance launch iDream

    By A Correspondent

     

    Fever 104 FM and Reliance Commercial Finance has launched Fever iDream, which will give budding entrepreneurs an opportunity to earn Rs 25 lakh. Fever 104 FM, which is said to reach over 15 million listeners across key metros, aims to provide a platform that will enable people to realise their business aspirations.

     

    Launched on September 3, 2012, Fever iDream is a campaign that gives listeners a chance to present a great business idea. The best idea will earn Rs 25 lakh as seed capital to pursue their own venture. Reliance Commercial Finance will sponsor the funding and will give an opportunity to listeners to make their dreams of starting their own SME business come true.

     

    All the listeners have to do is log onto www.fever.fm/idream, fill in basic details and submit their business idea. The jury members will evaluate the submitted ideas and shortlist the ten best ideas from each of the four cities – Mumbai, Delhi, Kolkata and Bangalore. From these 40 contestants, four finalists will further get shortlisted and awarded Rs 2 lakh each. The final round will be broadcast on TV (Bloomberg TV India) where the best deserving candidate will earn Rs 25 lakh.

     

    The jury includes Vivek Khanna, Business Head – Mint, K V Srinivasan – CEO, Reliance commercial finance and Harshad Jain – Business Head, Fever 104 FM. They bring with them years of operational and strategic experience and will be involved in identifying the brightest business idea.

     

    Mr Jain said, “Fever iDream is the first such radio innovation where common people can fulfil their business aspirations and become their own boss. The concept is aimed towards helping budding entrepreneurs who have the capability but lack funds. Reliance Commercial Finance and Fever iDream can change lives and I am sure it will be a huge success”.

     

    Mr Srinivasan said, “There is an entrepreneur in all of us. However there are only a few who dare to dream big, who want to start their own venture, and who have the ability to make it. Radio is a mobile medium and offers cost-effective reach. Moreover we have UTV Bloomberg as the broadcast partner. Together, we want to reach out to a large number of entrepreneurial people and enable the most deserving to live his/her ambition.”

     

  • Allied Media has appointed Shilpa Dhanu as Head – M3 Project & Strategy Team. In her new role, Ms Dhanu will be responsible for the Centralised Data Analytics Cell and will be based in Mumbai

    Allied Media ropes in Shilpa Dhanu

    Shilpa Dhanu

    By A Correspondent

     

    Allied Media has appointed Shilpa Dhanu as Head – M3 Project & Strategy Team. In her new role, Ms Dhanu will be responsible for the Centralised Data Analytics Cell and will be based in Mumbai. She will be reporting to Shripad Kulkarni, CEO, Allied Media and with a core team of senior and junior analysts will take care of research & analytical needs for clients across India. Shilpa will have a mandate of assisting and steering the strategy team of the company to newer heights. She also will be responsible in creating newer avenues and strategising various offerings of the company for the clients.

     

    Allied Media last year had launched “Centralised Data Analytical Cell” that specialises in leveraging various strategic initiatives across all media companies of the Percept Group for the clients. It will be conducting research and collating data on key sectors and industries on a round-the-clock basis. This data will help in giving a tailor-made report to the client and will help in effectively measuring all their communication campaigns including ATL, BTL, social media, word of mouth and other vehicles optimally.

     

    Shilpa Dhanu has more than a decade’s experience and has worked as Senior Manager-Consumer Insights – Star Media Entertainment Pvt. Ltd. She has also had a successful stint in UTV, Carat Media Services Ogilvy & Mather, MTV India, Zenith Optimedia, Initiative Media, and CSRIdentity.com where she has been instrumental in handling Research & Strategy for them.