MxMIndia

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  • The first Legoland theme park in Asia is set to officially open in Johor's Iskandar development region on September 15

    Mindshare wins pitch for Legoland Malaysia

    By A Correspondent

     

    Legoland Malaysia has appointed Mindshare following a media planning and buying pitch involving four agencies. The first Legoland theme park in Asia is set to officially open in Johor’s Iskandar development region on September 15. The park will be operated by Merlin Entertainments Group, the world’s 2nd largest visitor attraction operator.

     

    The business will be run out of Singapore, and the S$296 million theme park will feature 7 themed areas over 76 acres with more than 40 family friendly interactive rides, shows and attractions.

     

    “Mindshare won the pitch by being able to bring to the table not just a comprehensive plan, but an understanding of our brand uniqueness. In today’s landscape it’s vital for agencies to stay on top of trends that help brands be effective and cost efficient,” said Thilakavathy Munusamy, Director of Sales & Marketing, Legoland Malaysia.

     

    Mr Munusamy added: “Our selection process was grueling and Mindshare demonstrated the best ability to serve a brand like Legoland.”

     

    Renee Tan will be the regional director for the business, and she and her Singapore-based team will work with Mindshare Malaysia. “We are very excited about handling this launch and adding the brand Legoland to our portfolio,” Mr Tan said.

     

    Speaking about the appointment, Mindshare Singapore, Managing Director Leela Nair said: “We are honoured and thrilled to be working with Legoland Malaysia. They are a unique business, and Lego itself celebrates original thinking. This is the perfect partnership for us, and we look forward to delivering break-through results for Legoland.”

     

  • The new, enhanced version of True Value now allows broadcasters to forecast the viewership of new launches

    Ormax Media to forecast TV viewership using True Value

    By A Correspondent

     

    Ormax Media announced the launch of the new version of its television content testing tool – True Value. Since its launch in 2009, True Value has been the television industry’s certified tool for content pre-testing. The tool has been used to test 146 programs across 19 channels.

     

    The new, enhanced version of True Value now allows broadcasters to forecast the viewership of new launches. The tool is available in three versions – for GEC fiction (Hindi & Regional), for all types of non-fiction (GECs & niche channels) and for kids channel animation content.

     

    True Value has two statistical tests built into its design – Go Or No Go (GONG) Test and Success Test. The GONG Test can be used to decide whether a program should be put on-air at all, while the Success Test can be used to predict if the program will fit the definition of ‘success’, as defined in the context of the genre and the channel.

     

    Shailesh Kapoor, CEO – Ormax Media said: “The previous version of True Value was more directional in nature, while the revamped version is more action-oriented. Its ability to forecast the steady-state viewership of a program makes it extremely useful for taking business decisions in the area of content selection. The television industry has been very supportive of the product, and the new version has been designed to meet their needs even better.”

     

  • This unique and strategic tie-up will see Sur-Kshetra being simulcast on both channels

    Indo-Pak music show to be simulcast on Colors & Sahara One

    By A Correspondent

     

    The broadcast media is going in for interesting alliances. Last year, Star and Zee tied up to forge a distribution alliance. Prior to that Viacom 18 and Sun had got together. Earlier this year, the Star Plus mega-show Satyamev Jayate tied up with Doordarshan for a simulcast. And now Sahara One’s India-Pakistan music show, Sur-Kshetra, will be aired simultaneously on younger but bigger GEC Colors.

    Colors  has announced a first-of-its-kind strategic tie-up with the Hindi general entertainment channel (GEC) Sahara One to simulcast the relatively new singing based reality show – Sur-Kshetra.

     

    Produced by Sahara One, in association with Gajendra ‘Antakshari’ Singh’s Saaibaba Telefilms, Sur-Kshetra will be a cross-border musical battle between the Indian Team, captained by Himesh Reshammiya and the Pakistani Team, captained by Atif Aslam. Evaluating the teams and judging the musical talent will be Asha Bhosle (India), Abida Parveen (Pakistan), and Runa Laila (Bangladesh).

     

    The show will be anchored by actor Ayesha Takia and the  episodes will also have musical stalwarts  like Ghulam Ali, Hadiqa Kiani and Sajjad Ali from Pakistan, and Suresh Wadkar, Ismail Darbar, Alka Yagnik and Sapna Mukherjee from India.

     

    Speaking about the strategic tie-up, Raj Nayak, CEO – Colors, said: “Music has the unique ability to unite people and today, it has brought two channels together. Sur-Kshetra will mark Colors’ foray into the singing non-fiction content segment and we are extremely excited about this new venture. By adding the show to our bouquet of offerings, we are working towards fulfilling our commitment to cohesive viewing, while providing our audiences with unique content keeping them engaged.”

     

    Adding to this, Suresh Mishra, Asst Director, Sahara One said: “With this legendary Indo-Pak musical grandeur, viewers from both the nations and across the globe will witness a new generation of gifted singers. We are very excited about this strategic tie-up with Colors, giving Sur-Kshetra a combination of two large platforms that does justice to the stature of the show”

  • DSP offers transparent automated media buying across multiple sources in real-time

    Marmalade Digital thrusts on Demand Side Platform (DSP)

    By A Correspondent

     

    Marmalade Digital is making use of several technologies plugged together in one platform called Demand Side Platform (DSP). DSP offers transparent automated media buying across multiple sources in real-time.

     

    Buyers have complete control through a web-based interface. DSP is fully transparent and neutral, not favouring any publisher, advertiser or inventory over others. This increased transparency and targeting addresses prevailing disparities in display domain.

     

    Throwing light on Marmalade DSP, Hemant Kumar, founder and chief executive officer, Marmalade Digital said: “Our goal is to be the digital partner who will provides smart media buying insights and optimization to agencies, enabling them to focus more on client strategy, brand building and less on execution of media plan.”

     

    Till date advertisers had access to only reports which tells whether campaign has performed or not. With direct control and full involvement in media buying, advertisers will know exactly what performs best for them and how the performance can be improved. The learning stays with the agency and can be re-used.

     

    “Marmalade DSP is an intelligent media buying platform that will offer value beyond impressions and clicks to its advertisers. To ensure brand safety, Marmalade DSP maintains a strict compliance with IAB standards. Advertiser can also choose type, content and category appropriate for its brand,” he added.

     

  • Designed as a direct-contact initiative for LG's aspiring and lifestyle conscious consumers, the LG Bus showcases the company's flagship products and takes consumer experience to a new high

    LG takes to streets with RC&M

    By A Correspondent

     

    LG Electronics had launched an innovative campaign – “LG Lifestyle and Service on Wheels”. LG has a compelling range of premium offering across various product categories and the lifestyle lounge recreates the décor of the customers home to give them a perspective on how LG’s premium range of products enhance their home and life.

     

    Consumers today are buying products that are lifestyle statements. LG is taking a step towards meeting the implicit needs of their consumers by coming closer to them with the launch of LG Lifestyle and Service on wheels initiative.

     

    Designed as a direct-contact initiative for LG’s aspiring and lifestyle conscious consumers, the LG Bus showcases the company’s flagship products and takes consumer experience to a new high. The bus is designed around the concept of a modern home that embodies technology and style. A team of a lifestyle consultant and a service engineer help the consumers experience the Life’s Good philosophy.

     

    The LG Lifestyle and Service on Wheels is well wired with broadband connectivity onboard for faster call allocation and flow of information.

     

    LK Gupta

    On the launch, LK Gupta, VP-Marketing, LG India said: “Today’s consumers want the very best of everything. They want better quality, differentiated features that aid convenience, strong after sales service standards, world class designs and highest standards of consumer engagement. We have introduced LG Lifestyle & Service on wheels with the sole aim of coming closer to our consumers and build emotional connect. This is one of the finest experience and service-led initiative the consumer durable industry has ever witnessed. We are confident that with this unique initiative, LG will certainly witness positive change in the customer service space and significantly raise the bar of customer aspirations.”

     

    RC&M, the On- ground partner for LG Lifestyle and Service on Wheels has taken LG on a journey to more than 100 RWA’s across Karnataka, Tamil Nadu, Pondicherry, Andhra Pradesh, Kerala and Maharashtra.

     

    “Exhibiting all the premium LG products, the lifestyle lounge in bus serves as the perfect tool to enter the consideration set of  target group and leverage their loyalties for the brand, effectively giving LG a competitive edge,” said RC&M’s spokesperson.

     

  • Though Anand Sankeshwar's Vijayavani started on April 1 with three editions, it has now launched its ninth edition from Gulbarga on June 30

    Vijayavani launches 9th edition in 3 months

    From the MxM Infodesk

     

    Vijayavani launched its ninth edition in Karnataka from Gulbarga on June 30. The Kannada daily started with only three editions when it launched on April 1 this year. It now has editions from Bengaluru, Mangalore, Hubli, Bijapur,Mysore, Gangavathi, Chithradurga, Shimoga and Gulbarga.

     

    Vijayavani was launched by Anand Sankeshwar, a leading businessman in the logistics space and a former newspaper baron. Mr Sankeshwar’s logistics company, VRL Logistics Ltd, has a fleet of commercial vehicles in the private sector. The company operates from 1,000 branches and franchisees across the country.

     

    In the last 3 months, Vijayavani is said to have averaged more than am innovation every week. An average main issue of 16 pages comprises four pages on local/ hyperlocal issues, two pages each on national, state and sports, one calendar page on entertainment/events, one page on serials/stories and  one page on commerce/business.

     

    In addition, Vijayavani carries  four page-supplements on various subjects – Vittavani (Commerce), Lalitha (Women), Masth (Youth), Samskruti (Culture), Cinivani (Cinema), Putani (Children), and VijayaVihara (Sundays). The paper is the only daily in Karnataka with all colour pages across all its editions.

     

  • The new identity is designed to profile Metro as a company that understands youth aspirations and reaches out to young people

    Metro Tyres unveils new visual identity

    By A Correspondent

     

    Metro Tyres Limited unveiled a new logo along with a new advertisement campaign. The new identity is designed to profile Metro as a company that understands youth aspirations and reaches out to young people, India’s dominant demographic segment, with cutting-edge products.

     

    “Metro Tyres has evolved significantly over the years with a view to stay ahead of the dramatic changes in the Indian business sector. Today, our company is present in more than 53 countries and is the largest exporter of bicycle tyres and tubes from India,” said Rummy Chhabra, Managing Director, Metro Tyres Limited. “Our new visual identity consists of a re-designed Metro name, appearing in italics to represent motion and speed. Complementing the logo, our advertisement campaign is a story of transformation: from a child to a youth. In doing so, it reflects who we are today and the company we aim to be tomorrow.”

     

    Metro has an exclusive tie up in two wheeler tyres with Continental, Germany, one of the world’s largest tyre companies. The link with Continental provides Metro with distinct advantages: access to the latest technology in the field and exports to the most advanced economies of the world including USA, Canada and the European Union under Continental brand.

     

    With a market share of 24 per cent in India, Metro Tyres manufactures close to 30 million tyres and 30 million tubes annually in its seven state-of-the-art plants inNorth India. It is the supplier to Honda Motorcycle and Scooter India, Bajaj Auto, Piaggio, Suzuki, Hero Cycles, TI Cycles, Atlas Cycles, Avon Cycles, among others.

  • Maa TV's Outdoor flooded with Properties across many districts of Andhra Pradesh

    Maa network goes aggro on OOH

    By A Correspondent

     

    To target all the sections of Telugu viewing population in Andhra Pradesh, Maa TV has gone out on the streets to promote their programs using the outdoor medium. The channels have been heavily promoted using flyover bridges, unipoles, centre medians and other offside promotions include train & bus branding too. The total outdoor units used are 200 Hoardings, 200+ Centre Medians across Andhra Pradesh.

     

    The highlight of the campaign was the selection of specific locations to place the outdoor creatives that have additional cut out of characters in heavy traffic areas.

     

    The channel was promoting their upcoming annual awards function, Cinema Awards 2012 heavily and also 2-month long programs that are running on Maa Gold.

     

    Maa Television Network has promoted all their programs in major parts of the state -Hyderabad, Vishakhapatnam,Vijayawada, Tirupathi and other few towns. It will be top among the GECs in Andhra Pradesh promoting the programs in a huge scale.

     

  • Was awarded Best US Company inIndiaunder the Media & Entertainment category

    Discovery APAC wins Indo-Am Corp Excellence award

    By A Correspondent

     

    Discovery Networks Asia-Pacific (South Asia) has been awarded as the best US company operating inIndiaunder the Media & Entertainment category at the 8th Indo-American Corporate Excellence Award 2012 held in Mumbai on July 4.

     

    Discovery Networks Asia-Pacific (South Asia) was selected on the basis of its overall contribution to the Indo-US business and other parameters like human capital management and corporate social responsibility were also considered. The award commended Discovery’s programming and production excellence and its stellar performance in the country.

     

    The company broadcasts eight unique content channels inIndia– Discovery Channel, Animal Planet, TLC, Discovery Turbo, Discovery Science, Discovery HD World, Discovery Channel Tamil and Discovery Kids.

     

    Rahul Johri, senior vice president and general manager –South Asia, Discovery Networks Asia-Pacific, said: “This award is recognition of Discovery Networks Asia-Pacific’s commitment to engage and entertain Indian viewers with unique and credible programming. It exemplifies and values the positive contribution that the network brings inIndiathrough its innovative content.”

     

    Indo-American Chamber of Commerce (IACC) is the only bi-lateral Chamber of Commerce committed to promotion of Indo-US Trade & Economic Relations by facilitating joint venture, strategic alliances, trade, technology transfer and investments. IACC has over 2,600 members who together represent a wide spectrum of business and economic segments: manufacturing, exports, services et al.

  • The award function at Rashtrapati Bhavan, presided by the President of India, Hon Pratibha Patil

    Bhaskar’s Brain Hunt gets 80k qualifying entries

    By A Correspondent

     

    Brain Hunt 2012, an initiative of Dainik Bhaskar Group, was a national level creative contest based on ‘out of the box thinking’ for young Indians. It set a benchmark with a response of 80,000 entries that qualified for the contest.

     

    This follows earlier initiatives like Junior Editor 2011 which was recognized for ‘Largest Writing Competition’, with 67,130 entries by Guinness World Records, Limca World Record and India Book of Records.

     

    To participate in Brain Hunt 2012, the contestants had to complete 16 activities featured in the workbook specifically created for kids between 6 to 16 years of age. Questions like ‘What if ‘Bapu’ was alive today?’, ‘After a series of inventions like iPhone, iPad and iTunes, what’s next and why?’, ‘What 10 things would you like to take with you on your journey to moon?’ are example of the questions the kids had to answer.

     

    The 80,000 qualifying entries included a letter written to the President which shared the kids’ ideas on ‘How can we makeIndia even a better country’. The winning letters were handed over to the President at Rashtrapati Bhavan during the award ceremony.

     

    Vinay Maheshwari, Vice President- Sales and Market Development, Dainik Bhaskar Group said: “The journey which started with a mere idea turned into some beautiful masterpieces of the imagination of 6 to 16-years-old kids, giving a new dimension to every challenge on which they were tested.”

     

    He added: “The reader engagements are carried out with a sole objective of engaging and involve our readers to strengthen the relationship. The group has successfully raised the bar with constant innovations and simultaneously reaching out to almost all household with its smart engagement proposition. Our upcoming smart reader engagements will now put higher emphasis on participation and contribution of both children and parents through such initiatives provided by Dainik Bhaskar to nurture their hidden talents.”

     

    The award function at Rashtrapati Bhavan, presided by the President of India, Hon Pratibha Patil was also attended by Dr Bharat Agrawal, Executive Director, Dainik Bhaskar Group.

     

  • This report provides advertisers, agencies and major players of the digital industry detailed Profile Cards and various rankings of the Top 112 largest US digital agencies

    AKQA buy takes WPP to the top in digital: RECMA

    By A Correspondent

     

    Following the AKQA (a creative agency specializing in interactive marketing) acquisition by WPP, RECMA is pleased to announce the update of its latest USA report: the Top 112 digital agencies (published in July 2012).

     

    This report provides advertisers, agencies and major players of the digital industry detailed Profile Cards and various rankings of the Top 112 largest US digital agencies (based on staff figures 2012). These detailed Profile Cards and hierarchies are increasingly required by international advertisers seeking to consolidate their digital account regionally or globally. RECMA is read and used by 85 global advertisers, which appreciate our objective, homogenous and accurate information

     

    By investing $540 million, WPP bought one of the last independent digital jewel and has taken the lead in the industry. The RECMA report reveals the AKQA profile and the reasons why WPP offered such a package to Ajaz Ahmed and Tom Bedecarre.

     

    Now the question is which are now the last independent digital leaders in the USA left on the shelves to be acquired and which group holds an overly limited share of the industry and needs to reach the necessary competitive size?

     

    The table below shows the new WPP leadership in the USdue to the addition of the 600 US AKQA staffers. Previously WPP share was of 20.2, slightly behind Publicis 20.5.

     

    USA- Digital market shares July 2012
    Rank
    2012    		 DIGITAL
    STAFF    		 7 Group  owners and 61 agencies Digital shares
    1 8 328 WPP USA (8 agencies) 21.7%
    2 7 864 Publicis Groupe USA (7 agencies) 20.5%
    3 6 672 Interpublic  USA (12 agencies) 17.4%
    4 4 698 Omnicom Group USA (7 agencies) 12.3%
    5 1 370 Aegis Media USA (3 agencies) 3.6%
    6 1 099 Havas USA (1 agency) 2.9%
    7 825 DentsuAmerica (1 agency) 2.2%
    7 436 Independents USA  (23 agencies) 19.4%
    – 38 292 Top 112USAdigital agencies 100%

     

     

  • The channel will attempt to engage and connect consumers with experts from advertising, marketing and media planning sector through the show

    Viewers can name upcoming A&M show on Awaaz

    By A Correspondent

     

    Hindi business channel, CNBC Awaaz, plans to launch first-ever show on advertising and marketing. This is the first time a channel will be looking at the world of marketing and advertisement from the consumer’s perspective. The channel will attempt to engage and connect consumers with experts from advertising, marketing and media planning sector through the show.

     

    Aimed at decoding the world of advertising for the consumers, each episode will consist of various segments. The first segment will focus on the campaign of the week and the various teams behind its success – creative, marketing and media planning.

     

    The second session will be a ‘Marketing Classroom’, where some of the best case studies will be analysed to guide SMEs in building their brand. This would be followed by the news of the week with the latest reports from the M&A world and issues related to the ASCI and consumer courts.

     

    Keeping in mind the focal point of the show and its primary stakeholders, the channel has launched a unique contest Kya Hoga Iss Show Ka Naam. From July 9, consumers as well as experts from the A&M sector can suggest a suitable name for this upcoming show.