MxMIndia

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  • Ormax Media launches a customized brand health and equity tool for the Indian television and radio industries

    Ormax launches brand track tool for TV & radio

    By A Correspondent

     

    The India n television and radio industries now have their own brand health & equity tool, called Ormax Brand Matrix (OBM).

     

    Launched by Ormax Media, OBM is the first brand-tracking tool customized to address the needs of broadcasters (both television and radio) in India. The product design is based on a mix of qualitative and quantitative consumer research.

     

    Speaking about OBM, Shailesh Kapoor, CEO, Ormax Media said: “There are various conventional models for brand health and equity measurement available in the research industry. However, none of these catered well to broadcaster requirements. Unlike FMCGs, television and radio consumption is very different. There is no monetary consideration, but there is time cost instead. Also, the viewer or listener consumes multiple brands everyday. The broadcasting industry deserves its own brand-tracking model. We are finally ready with OBM, after extensive research and testing over the last two years.” OBM is not only customized to television and radio, it also has custom-made variants for various television genres, such as GECs, movie channels, youth channels, kids, niche channels, and others.

     

    Mr Kapoor added: “More than a research product, we have conceptualized OBM as a strategic framework. If used well, it can enable brands to take sound business decisions based on statistically robust and qualitatively layered consumer evidence.”

     

  • The finale marks the end of the month long cricket tournament where different regions competed for the GPL trophy and a prize of Rs1 lakh

    Grand finale for Radio City’s Gully Premier League

    By A Correspondent

     

    Following the phenomenal start, the second season of Radio City 91.1 FM’s Gully Premier League (GPL) reached its peak during the grand finale. The second season of GPL witnessed a record number of 14,000 team registrations across the country.  The finale saw Ghatkopar ke Super 11 win the tournament. Young cheerleaders as well as celebrities such as Shaan, Babul Supriyo, Meet Brothers Karan Wahi and Vikas Kalantri added to the glitz.

     

    Season 2 of GPL was held across 14 cities – Mumbai, Bangalore, Chennai, Delhi, Hyderabad, Jaipur, Lucknow, Nagpur, Surat, Baroda, Ahmedabad, Vizag, Coimbatore and Pune.

     

  • In a unique initiative, Radio Mirchi gave away bicycles to lucky listeners for an easier, better and eco-friendly commute

    Radio Mirchi tackles petrol price hike!

    By A Correspondent

     

    The continuous price hike in petrol has left everyone in a fix and in a unique initiative, Radio Mirchi gave away bicycles to lucky listeners for an easier, better and eco-friendly commute.

     

    Radio Mirchi invited listeners to give a vent to their angst in a enjoyable and memorable way. RJ Jeeturaaj asked Mirchi fans to compose fun, peppy poems on the constant increase of fuel prices on ‘Hi Mumbai’.On popular evening show ‘Sunset Samosa’, RJs Suren & Meera ran a musical contest where listeners had to sing and complete songs they had created on a cycle.

     

    The innovative initiative by Mirchi registered huge participation from the listeners as they spoke about the troubling state of affairs caused by the ever rising price hike on the airwaves.

     

  • Radio Mirchi’s RJ Raaj dressed as a green crusader to spread the message of reducing carbon emission in Bengaluru

    Reduce Your Carbon Footprint: Radio Mirchi

    By A Correspondent

     

    Radio Mirchi’s RJ Raaj – Majja Run patron –  dressed as a green crusader in a black robe with a huge life size cut out of a foot all made from recycled biodegradable products to spread the message of reducing carbon emission in Bengaluru. He won the first place at the Kingfisher ‘Run in Costume’ Green Crusader segment.

     

    RJ Raja went out to spread the message on how each one of us can take a green oath by reducing the carbon emission in our daily lives by adopting simple practices such as turning the lights, televisions and computers off when not in use, keeping fridge doors closed, drive less, do the weekly errands in a single trip or pay bills online, walk, bike, ride the bus or carpool and so on.

     

    Excited about his win, Beat Raja Raaj said: “It is a great high to win the contest for the second time in a row. I have always been an avid follower of green practices in my daily life and hence took up the carbon footprint concept.”

     

    Commenting on the occasion, Sangeeta Rath, Station Head – Radio Mirchi said: “We have been very actively participating in the World 10K for the last five years and every year RJ Raaj designs looks that are very topical in nature. This year it was the green message, it is commendable of RJ Raaj to come up with this unique and meaningful depiction! Kudos to him for winning second time in succession.”

     

  • The professional networking continues to grow in popularity

    LinkedIn celebrates 15 million members in India

    By A Correspondent

     

    LinkedIn announced that more than 15 million professionals are now using the platform in India. Indiais LinkedIn’s largest market outside the USin terms of membership. LinkedIn started its Indiaoperations in 2009 with a member base of 3.4 million.

    Hari V Krishnan, Country Manager, LinkedIn India, said: “We are delighted to reach the 15 million member milestone. It demonstrates that professional networking is becoming increasingly important to Indian professionals. In just three years our member base has grown by over 300 per cent. We attribute this growth to the tools we have developed that help professionals to stay connected, gain insights for their businesses, bag that dream job and ultimately, realize their professional potential. As awareness of our product features has grown, engagement and adoption of the platform has accelerated.”

     

    In India, members turn to LinkedIn to keep up with industry discussions (58 per cent), fostering their professional identity (75 per cent), networking with other professionals (77 per cent) and learning about companies (46 per cent).

     

    In addition to its growing membership base, LinkedIn has experienced growing demand for its marketing solutions and hiring solutions in India. A number of high profile brands are opting for LinkedIn Marketing Solutions to build conversations and influence with a highly targeted, affluent audience.

     

    Brands like AMEX, Wipro, DSP Blackrock and VolkswagenIndiahave leveraged the customized solutions that LinkedIn provides to its advertisers. Furthermore, companies like ING Vysya Bank, HCL Technologies, Genpact and Larsen & Toubro have been extensively using LinkedIn Hiring Solutions to recruit professionals for various positions in their organization.
    LinkedIn India is headquartered in Mumbai with 4 offices across Gurgaon, Bengaluru and Mumbai.

     

  • NDS to provide suite of end-to-end technologies including MediaHighway set-top box software, VideoGuard conditional access, NDS Dynamic Advertising capabilities, an electronic programme guide (EPG), interactive TV applications

    ADN selects NDS Technology to launch Digital Cable TV service in central and western Delhi

    By A Correspondent

     

    NDS announced that it will be providing the enabling technologies for cable operator ADN Networks to support the launch of its digital cable TV service in central and westernDelhi.

     

    NDS will provide  an end-to-end technology suite including MediaHighway set-top box software, VideoGuard conditional access, a customised electronic programme guide (EPG) and a host of interactive functionality such as games and TV applications, including regional content, to compliment ADN’s current channel offering.

     

    Tejinder Chawla, Director, ADN Networks, said: “With its raft of innovative, affordable technologies and strong support framework, we are confident that NDS is the right technology provider to enable the launch our digital cable TV services.”

     

    NDS will also enable additional revenue streams by providing regional advertising capabilities via the EPG home page and banner ads supported by NDS Dynamic Advanced Advertising technology.

     

    Jayant Changrani, Country Head & General Manager NDSIndia, said: “With the digitisation of cable TV inIndiarapidly progressing, cable operators are looking to swiftly migrate from their existing platforms to digital. This announcement underlines our commitment to provide operators with the enabling technology to meet the government’s digitisation mandate and enable a superior subscriber offering.

     

    NDS will continue to work closely with ADN to deliver a raft of world-leading, affordable and innovative solutions and services to its growing subscriber base in Delhi.

     

  • A new season of Discovery Channel's survival series I Shouldn't Be Alive brings incredible stories of ordinary people who were unwittingly thrown into dire situations

    Discovery launches new season of extreme survival series

    By A Correspondent

     

    What would you do if you were suddenly faced with the possibility that you might die? A new season of Discovery Channel’s survival series I Shouldn’t Be Alive brings incredible stories of ordinary people who were unwittingly thrown into dire situations but beat unimaginable odds to survive. I Shouldn’t Be Alive will air every night at 9pm on Discovery Channel.

     

    Each one-hour episode presents a true-life story of endurance, using accurate reconstructions and the first-hand testimony of those who managed to overcome extraordinary danger. From battling a raging blizzard in the snowy wilderness of Kyrgyzstan and drifting in shark-infested waters in Costa Rica to surviving a savage grizzly attack in the mountains of Montana and facing wild animals in Africa, I Shouldn’t Be Alive reveals the most basic instincts as people react to these extreme situations.

     

    Commenting on the programme, Rahul Johri, senior vice president and general manager – South Asia, Discovery Networks Asia-Pacific said: “Discovery Channel viewers have been drawn towards its extraordinary survival series like Man Vs. Wild, Man Woman Wild and Dual Survival. Continuing its promise to inspire and entertain the viewers, the new series celebrates the deep human drive to survive in death-defying situations.”

     

    Each episode inspires the audience as it details a unique incident and the ultimate fight for life. Striking visuals and the latest computer generated image technology will enhance these stories of human perseverance and survival under astonishing circumstances.

     

  • The brand communication was targeted at the Indians in the age bracket of 18-40 years

    Milestone Brandcom rolls out a widespread campaign for eBay India

    By A Correspondent

     

    Breaking through the OOH clutter, Milestone Brandcom has executed an exceptional campaign for eBay India , the online shopping destination where thousands of manufacturers and merchants list a range of every-day use products, with the best deals.

     

    eBay India is a pioneer of eCommerce in India . At any given time, there are over 6 million live listings on eBay India across 2,000 categories of products. eBay India has, over the years, taken significant steps to strengthen the brand through a mix of Offline/Digital campaigns such as the current ‘want it, get it’ campaign.

     

    The brand communication was targeted at the Indians in the age bracket of 18-40 years. The main audiences being value seeking, shopping enthusiasts who have dreams/wants and are looking for deals and availability of products to fulfill these wants. With a tag line, ‘want it, get it’ the communication was aimed at reinforcing the role of eBay India in everyone’s life.

     

    “If you have a want, we will get you a deal” crisply established eBay India as the one destination to fulfill all the wants.

     

    The media mandate to Milestone Brandcom was to position eBay India as the distinguished website where one could get the best deals on a wide variety of products. In an extremely cluttered outdoor scenario, the core communication objective was to stand out and make a bold impression.

     

    The objective was to drive more customers to the website and make eBay India the hot spot for ‘wants’ to complement all occasions.

     

    “Communicating with such vast audiences, required strategic site selection and fitting media placement. The brand needed to be positioned amongst the masses as a one stop, online shopping destination. The strategy deployed to achieve these objectives was a media burst across key arterial routes and catchment areas, malls, colleges & hangouts. The objective was to build presence and reach amongst key catchment area where the TG would be inherent in,” said Imtiyaz Vilatra, founder member & managing partner at Milestone Brandcom.

     

    The OOH media plan covered 700 media touch points in 3 major metros (Mumbai, Delhi and Bangalore) and was spread across an assortment of media formats such as billboards, gantries, bus shelters, fuel station branding, pole kiosks, bus side panels, mall facades & metro station media.

     

    To tap into the areas close to markets and malls, various unconventional media formats such as mall facades, fuel and railway station media, bus back & side panels, metro station signages and so on were taken up.

     

    Commenting on the campaign, Kashyap Vadapalli, Chief Marketing Officer, eBay India said: “Our recent campaign is congruent with our goal of step jumping e-commerce trial in general and eBay trial in particular amongst shopping enthusiasts across the country. The campaign plays to eBay’s core strength of unmatched variety, illustrating not only the width but also the depth in categories available on eBay India . Through this campaign, we would like consumers to rediscover their eBay shopping experience with greater variety and better deals.”

     

    Campaign Details

    Client: eBay India

    Cities: Mumbai,Delhi,Bangalore. 675 media touchpoints

    Media formats used: Besides high reach & frequency media on key arterial roads & busy junctions, the brand communication was around most unconventional media formats to effectively reach the TG. Media formats closer to shopping destinations were extensively and creatively leveraged for maximum exposure and relevant connect – places like fuel stations, metro signages, railway stations, bus backs  collectively invoked shopping enthusiasts with the width and depth in categories available on eBay India.

     

  • Following its new mandate, the Executive Committee of AFAA has planned out a slew of initiatives that would be rolled out in the months ahead

    AFAA plans new initiatives in the region

     

    By A Correspondent

     

    The Asian Federation of Advertising Associations (AFAA) held their first executive committee meeting atKuala Lumpuron May 22. The newly elected chairman of AFAA Pradeep Guha said: “There was a sense of purpose and urgency at the meeting.” Following its new mandate, the Executive Committee of AFAA has planned out a slew of initiatives that would be rolled out in the months ahead.

     

    The first one is a skills re-orientation initiative that would be held in September inKuala Lumpurwhere young professionals would be exposed to a program that has been carefully crafted keeping in mind the needs of the profession. The Advertising Council of India (ACI) which representsIndiaon the AFAA International Council would be setting in motion a process to send three young professionals representing advertising, media and marketing respectively to attend this program.

     

    There would be a master class conducted by senior professionals with 30 students from countries all overAsia. This would provide a unique cross-cultural flavour to the program which would benefit the participants enormously.

     

  • The task for Lintas is not only to build saliency for the brand but also to encourage a change in shopping habits for apparel and accessories

    LMG bags Yepme’s media duties

    By A Correspondent

     

    Online fashion brand Yepme has awarded its media planning and buying duties to Lintas Media Group. Yepme already has a line of men’s fashion wear and accessories and is launching the women’s wear line on May 30. The brand has signed leading Bollywood actress Kangana Ranaut as its style ambassador. Yepme has over 1.1 million fans on Facebook, making it the largest fan base amongst Indian e-commerce sites.

     

    The task for Lintas is not only to build saliency for the brand but also to encourage a change in shopping habits for apparel and accessories. As Vivek Gaur, CEO at Yepme said: “Yepme is creating a category for itself. Unlike most other brands that are using the online route, Yepme has a non-metro focus and is creating a network of clients across the country. The role of media for such a challenge is extremely critical and requires a fine balance between mass reach and narrow targeting. We are glad to have Lintas Media Group partner us and give us very strong support in media as we nurture the brand further”.

     

    Suresh Balakrishna of Lintas Media Group was very enthusiastic about the addition of this new age business: “Yepme will go a long way in adding a young and futuristic character to the portfolio of brands that we work with. Fashion and e-tailing are both growth areas of the future and their media needs are extremely dynamic. We are very glad that the management of Yepme recognized our strengths and decided to partner with us for their future growth”. The account size is estimated at Rs30 Crores annually. This win comes soon after the recent wins at Lintas Media Group of Henkel,EdenCityand OCL.

     

  • Wins two Grand Prix and three Golds for the work on Hippo

    Creativeland Asia wins big at FAB Awards

    By A Correspondent

     

    Creativeland Asia won two FABulous Awards (equivalent of Grand Prix) for ‘Plan-T’, the campaign created by them to help Hippo track inventory through social media (Twitter), at the recently concluded FAB Awards in London. The Grand Prix was awarded, one in the category of Advertising/Integrated/Sales Promotion/Direct/Collateral and POS/Best Use of Media; and the other in Mobile/Digital/Interactive/Non Traditional.

     

    The FAB Awards is an international Creative Awards programme focused entirely on work done for Food and Beverage brands. The 14th International Food and Beverage (FAB) Creative Excellence Awards, were announced on May 29 inLondon.

     

    The campaign also won FAB awards (equivalent of Gold) in Best Use of Media, Best Use of Technology and Social Media. Apart from having won accolades and awards, the Hippo campaign has been presented as case study in institutions and seminars including TWTRCON for ‘The most innovative use of social media’.

     

    On this occasion, Sajan Raj Kurup, Founder & Creative Chairman, Creativeland Asia, commented: “I am extremely delighted with the news of our new set of golds and grand prix. To win it at a prestigious global award alongside the best in the category makes the win even sweeter.”

     

    Founded by Sajan Raj Kurup in 2007, Creativeland has grown to be a belief shared among more than 80 people across two full-fledged offices in Indiaand 9 strategic offices in Asia. Creativeland’s work has been awarded at the D&Ad, One Show, Adfest, Cannesand Effies. At Cannes Lions 2010, Creativeland Asia was ranked at No. 4 in the list of the most creative agencies from India. Creativeland’s client-partners include brands like Audi India, Godrej, Parle Agro, Café Coffee Day, Cholayil.

     

  • In comparison with 72 million page views in 2011, 113 million page views were generated during this year

    IPL 5 online traffic rises by 55%

    By A Correspondent

     

    Season 2012 of IPL concluded on May 27 with the Kolkata Knight Riders beating Chennai Super Kings to clinch the title for the first time in IPL history. The matches were streamed online by IPL official partner, Times Internet Limited (TIL) in partnership with YouTube. During this season, there was a 55 per cent increase in online viewership. In comparison with 72 million page views in 2011, 113 million page views were generated during this year’s action packed season.

     

    Showing a strong growth of over 87 per cent from the previous year, the page views for Indiastood at 80 million as compared to 43 million last year. The final match of the tournament generated 7.5 million page views, making it the highest single day viewership during the entire season.

    This year the IPL website offered a slew of features including interactive scorecards, high-definition streaming of IPL matches, DVR features (to rewind during a match), video-on-demand facility, and a ‘Battleground’ section.

     

    Rishi Khiani, CEO, Times Internet Limited, added, “Premium video content is a key focus area for us at Indiatimes and IPL is the key property as part of this vision. We promised IPL 2012 viewers a highly interactive and engaging cricket viewing experience. The record breaking online viewership numbers and advertiser traction across the season validate our delivery of this promise”.

     

    Gautam Anand, Director Content Partnership, Google APAC, said: “It’s heartening to see the continuous growth in the viewership of this exciting tournament online from across the globe. This season was extra special with lots of close matches and last ball finishes and we are really glad that we were able to bring all the action live to our audience on YouTube for the third consecutive year.”