MxMIndia

Category: ADVERTISING

  • Docs+ is a new weekly series on the channel which will showcase powerful documentaries on global issues

    NDTV Profit to spotlight social & environmental issues

    By A Correspondent

     

    NDTV Profit’s Docs + is back with a new documentary featuring ‘Earth Focus’. The documentary is produced by Raisa Scriabine and will aim to put a human face on pressing environmental issues in South Asia.

     

    Speaking on why there is a need to have such shows, the spokesperson for the channel said: “It is important to raise awareness on vital subjects that focus on key social or environmental issues in India, like child marriage, farmer suicides, water privatization, sustainable agriculture, female foeticide and trafficking of women.”

     

    ‘Earth Focus’ will investigate the relationship between human consumption and sustainable production methods in various regions of India, including Ladakh and the Sunderbans in Bangladesh. With soaring food prices, a growing population and changing climate, modern food production has to be commercially viable and involve sound environmental practices.

     

    Docs+ is a new weekly series on the channel which will showcase powerful documentaries on global issues. The channel is expecting a good response from viewers as it feels that such issues are in the limelight now and people are ready to learn about them.

     

    The show will go on air on August 11 at 10pm and will be repeated at 5pm on Sundays.

     

  • Initiative India has announced the appointments of 'R Venkatasubramanian and Vishnu Sharma as Senior Vice Presidents in the company

    Initiative announces two senior appointments

    Venkatasubramanian
    Vishnu Sharma
    Manas Mishra

    By A Correspondent

     

    Initiative India has announced the appointments of ‘R Venkatasubramanian and Vishnu Sharma as Senior Vice Presidents in the company.

     

    While Mr Venkatasubramanian or Venkat, as he is universally known, will oversee investments and sports, Mr Sharma will be in charge of strategy and insights for all clients of the agency in Delhi.

     

    Mr Venkatasubramanian is returning to Initiative, where he worked for almost a decade, after two shorts stints at Maxus and MPG. Mr Sharma is presently national head of Sales Strategy and Business Analytics at HT Media. He has experience of more than a decade working with national brands such as Airtel, Hero Honda, LG and others at Group M and Madison before.

     

    “These key appointments will help take Initiative to a superior level of delivering business and media solutions for clients. I look foward to welcoming Venkat and Vishnu as part of my leadership team for this agency,” said , newly appointed President of the agency.

     

     

  • Mandate aimed at increasing concept awareness and market penetration

    LifeCell appoints Edelman for PR

    By A Correspondent

     

    LifeCell International, India’s largest stem cell bank, announced its decision to appoint Edelman as its PR partner to handle LifeCell’s public relations and media mandate.

     

    Founded in 2004, LifeCell was the first to bring the revolutionary concept of umbilical cord stem cell banking to India and with over 50,000 parents who have chosen to preserve their baby’s umbilical cord stem cells with LifeCell; the company retains its significant market leadership. LifeCell has a pan- India presence, providing its services in over 100 towns and cities in India.

     

    Edelman’s mandate is to raise public awareness about stem cell banking, improve understanding about the concept of stem cell banking amongst consumers and medical professionals, increase media visibility for LifeCell and highlight the company’s offerings and leadership position in the industry.

     

    Commenting on this partnership Mr Ravi Shankar, Head – Corporate Communications & Marketing, LifeCell International said: “LifeCell is poised for high growth in the coming months and is in need of a PR partner who will fuel this trajectory by increasing the concept and brand awareness of stem cell banking in the market. We are pleased to join hands with Edelman in our growth phase. We are confident of leveraging Edelman’s expertise and pan- India presence to create awareness about the importance of stem cell banking and to highlight LifeCell’s role, unique offerings and significant leadership in the area of stem cell. Edelman India’s expertise in the healthcare & consumer space and thorough understanding of our business helped us reach this unanimous decision to appoint them as our PR partners.”

     

    To further enhance awareness, LifeCell partnered Lisa Ray, who had undergone successful stem cell therapy for treatment of blood cancer. LifeCell’s association with Edelman is intended towards further penetrating the market through higher levels of market education and awareness.

     

    Robert Holdheim, Managing Director, Edelman India said: “LifeCell International is a pioneer in the field of stem cell banking in India and we are delighted to be associated with them. This win has cemented our position as leaders in healthcare communications in India. Stem Cell banking and research has enormous scope in the field of regenerative medicine. We hope to help LifeCell maintain and expand their position as leaders in the field of stem cell banking and research in India and globally”.

     

     

  • The main issue however is this: Should mass media be used to promote such a deeply personal product?

    Anil Thakraney | 18 Again: A question of ethics

    By Anil Thakraney

     

    Ordinarily, I would have dealt with this ad in the Debrief section. But the TVC for 18 Again isn’t just another ad. It opens the whole Pandora’s Box of itchy issues like morality, ethics and decency. Here’s the link to the naughty commercial, if you haven’t already ‘enjoyed’ it:

     

    The product in question is a ‘vaginal tightening’ gel. And the positioning is: ‘Makes you feel like a virgin’. Am sure Madonna would approve, but before I discuss the communication itself, must say I am quite flummoxed by the product description. Is it scientifically possible to tighten the vagina? That too with a simple gel? Sounds pretty farfetched and dubious to me. And being a man, I can’t even suss it out! So let’s proceed further by assuming that the damn thing works.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=nFX3n-B6G-E[/youtube]

    In the ad, a middle class housewife suddenly feels, er, horny, and dances the salsa with her excited hubby. The dance is obviously a metaphor for sexual intercourse. The message: 18 Again’s magic makes you feel as fresh as an unplucked lily. No problems with the treatment itself. There is no skin show, no vulgarity, so that’s fine.

     

    However, there is a fundamental problem with this one. They say, if a product is being allowed to be manufactured (and my cigarette manufacturing friends will readily agree with this), it should be allowed to market itself. I, too, agree with this theory in principle. But that freedom comes with a rider. While I am all for keeping pace with changing times, 18 Again’s ad alarms me. Because it seems to have been created for the mass media, that too for television, which is a ‘full family’ medium in India. Parents will most likely feel very uncomfortable explaining this product to their inquisitive kids. I haven’t seen the media plan, but am hoping this TVC occupies the mid-night slot, at the very least. The main issue however is this: Should mass media be used to promote such a deeply personal product? Should not selective direct mail or targeted digital media be used, especially considering that this will end up being an urban brand? I do believe so. This product has no business being on the mass media. Period.

     

    Additionally, I also believe a medical product such as this one can’t be sold over the counter. There is also the niggling worry of possible side effects. 18 Again should ideally be dispensed by a chemist, under medical supervision. Much like Viagra is. I hope the makers of this brand have factored in and accounted for all these considerations.

     

    Anyway, let’s see how the hyper-active moral brigade of this nation reacts to this one. Should be interesting. And fun.

     

    * * *

     

    PS: Insightful blog post on all the hype around interactive advertising. That, it seems to be delivering a lot less than it promises. This is another reminder to all marketers and their ad agencies to focus on the good ol’ Big Idea. The new media obsession may not get them very far.

     

    Link: http://adcontrarian.blogspot.co.uk/2012/07/why-interactivity-makes-advertising.html?m=1

     

  • He will head planning for South and South East Asia

    Dheeraj Sinha to head planning @ Grey

    Dheeraj Sinha

    By A Correspondent

     

    Dheeraj Sinha has joined Grey India as consultant and will head planning for South and South East Asia. His last stint was with Bates India where he was Regional Planning Director, Asia.

     

    Commenting on Mr Sinha’s appointment, Jishnu Sen, President & CEO, Grey India said: “I have been looking for a planning partner – someone to lead the strategic thinking of our team for a few months now. I have been a huge fan of Dheeraj’s for a while, his reputation precedes him. His work and awards are a testimony to his prowess. So when Dheeraj started his consultancy, we became his client. I can confirm that Grey has taken him on as a consultant and we look forward to this exciting partnership.”

     

    Before joining Bates in 2005, Mr Sinha had worked with McCann Erickson and EURO RSCG in India. An alumnus of Delhi University and MICA, Sinha has worked on the brand strategy for several multinational and Indian brands, including Fiat, Virgin Mobile, MasterCard, LG, Reckitt Benckiser, TVS Motorcycles, Max Bupa, Marico, Dabur, and Cavin Kare.

     

    Talking about his appointment, Mr Sinha said: “I feel a great sense of energy and determination about the people at Grey. In all my interactions with Jishnu, Amit and Malvika, it looked that we can play as a team to create some magical work. The focus on creating sparkling work comes from the regional and global leadership which is critical for success. So when they proposed a longer term role, it felt like the right thing to do.”

     

    His specialties includes understanding Indian consumer, Youth marketing, Small town India, Technology adoption, Cultural change, Brand journey, Shopper marketing, Brand extensions, New brand launch as well as Business opportunity mapping.

     

    Last year, Mr Sinha launched his first book, ‘Consumer India: Inside the Indian Mind and Wallet’. He has also authored a chapter – ‘Bridging Gaps – Retail in the Emerging Indian Market’ – in the book, Shopper Marketing. He has spoken on topics related to the Indian consumer at the Esomar Asia Pacific Conference, the Global Youth Marketing Forum, and the Asian Marketing Effectiveness Festival.

     

  • Taproot to devise a unique communication strategy to strengthen the brand imagery of Karbonn Mobiles in the domestic and global telecom market

    Karbonn Mobiles mandates Taproot for its creatives

    By A Correspondent

     

    Karbonn Mobiles, the leading mobile brand in Indian telecommunication eco-sphere, has announced the appointment of Taproot as its creative partner. Going forward, Taproot will focus on Karbonn Mobiles’ 360 degree creative and marketing communication.

     

    On having Taproot on board, Shashin Devsare, Executive Director, Karbonn Mobiles said: “We are happy to have Taproot as our creative partner. They will be responsible for providing 360 degree creative inputs on TV, Print, Digital and retail merchandising. After successfully creating a wider brand awareness and deeper penetration in domestic and international markets, our next step is to focus on solidifying the brand imagery of Karbonn Mobiles across markets. Taproot came across as the best choice, considering the innovative approach and understanding of the brief. Taproot has a track record for building iconic brand communication strategies for the best domestic and global brands. We are confident that our association with Taproot will help us engage better with our consumers. ”

     

    Karbonn Mobiles has now selected Taproot to build up strong brand imagery in Indian and global markets. The communication focus will be on smart product portfolio, and building up a distinctive niche for the smartphone and tablets segmentation in the Indian mobile market.

     

    Santosh Padhi, Co-founder & Chief Creative Officer, Taproot India said that the average age of Taproot India is about 24 years old and that perfectly fits the need of the solid, aggressive and youthful Indian brand called Karbonn Mobiles: “All the three parties – Karbonn, Taproot and our TG – are very young by nature and I feel that’s what will work in this relationship.”

     

    Karbonn Mobiles has also recently introduced its nuevo brand extension christened ‘Karbonn Smart’ under whose umbrella the new range of technologically advanced products from the stable will be marketed. Intended to become a one-stop-shop for all the technologically advanced needs of the highly enlightened Indian mobile consumer, the ‘Karbonn Smart’ eco-system will make them privy to all the technical and mechanized developments in the Indian mobile ecology.

     

    Manan Mehta, Managing Partner, TaprootIndia said: “There was no formal pitch involved in the whole process. We presented our credentials and shared our view on the brand’s way forward and decided to join hands. Karbonn Mobiles has demonstrated sturdy performance during the FY11-12 amidst intense competition. This is a proof of them being a true Indian brand and our inspiration to partner them.”

     

  • He will be handling the Airtel account nationally as the ECD and also partner Bobby Pawar on Special Projects

    Nitin Pradhan to join JWT Delhi as ECD

    By Tuhina Anand

     

    Nitin Pradhan is slated to join as the Executive Creative Director (ECD) at JWT in Delhi. He will be handling the Airtel account nationally as the ECD and also partner Bobby Pawar on Special Projects. Mr Pradhan moves from McCann Erickson where he was an ECD. He will be assuming his new position on August 27.

     

    The development was confirmed by Bobby Pawar, Chief Creative Officer and Managing Partner, JWT India: “Nitin coming on board is part of our beefing up our creative team. He is known for his creative prowess and will work with me closely on many special projects besides handling the Airtel business.”

     

    Mr Pradhan has earlier worked with Leo Burnett, Ogilvy Mumbai and Mudra.

     

  • 11 prime time matches from Aug 22-Sep 2; Defending Champions India aim for hat-trick

    Neo Prime bags Nehru Cup Football

    By A Correspondent

     

    Neo Sports has been announced as the exclusive broadcast partner for the Nehru Cup football tournament. The biennial international invitational tournament, which has been organized by the AIFF since 1982, will kick off on August 22 and run till September 2.

     

    Defending champions and two-time winners India will be gunning for a hat-trick of titles and will be up against Maldives, Syria, Nepal and African power houses Cameroon in a 10-match round robin league followed by the final between the top 2 teams.

     

    Prasana Krishnan, COO-Neo Sports Broadcast Pvt Ltd said: “Neo Sports has added yet another key event to our extensive football line up with Nehru Cup. TV ratings for football in India are growing exponentially, evident with the success of UEFA EURO 2012 on Neo Prime. With Nehru Cup being India’s only international football tournament, it is sure to garner high viewership. We look forward to serving Indian football fans with top class coverage of this celebrated event.”

     

    Ashu Jindal, COO-IMG Reliance said: “With 2012 being the Platinum Jubilee of the AIFF (All India Football Federation) and India returning as defending champions, we are extremely pleased to partner with Neo Sports for the broadcast of this historic edition of the Nehru Cup. This is a key tournament in our vision to radically restructure and popularize football in India. With double the prize money and an extensive production plan, the event will be bigger and grander.”

     

  • The correct thing would be to construct fairy tales around specific features of Birla Sun Life's plan

    Debrief: Birla Sun Life: What’s different??

    By Anil Thakraney

     

    The good thing Birla Sun Life has done for their new ad to promote ‘Recurring Savings Plan’ is to stay away from celebrities. Usually they use excessively wealthy cricketers, but for a middle class (and lower) product like a recurring savings plan, that would have been a huge stretch. However, the creative route they have chosen doesn’t work for me.

     

    The TVC features a combo of live action and animation. A father tells his little son the classic tale of the thirsty crow, who thought differently to fish out water from a pitcher. And by extension, the message is that Birla Sun Life also thinks differently for their customers.

     

    There are two problems with this one. One, most of us have heard of the thirsty crow fable, and therefore there’s zero novelty. And this directly hits the entertainment value of the ad. There are enough fascinating tales in the Jataka series, and many are not known by the masses. Would be a better idea to release a series of animation commercials featuring these little known stories. That would keep the viewers engaged. In any case, this is a low cost approach, therefore production budget should not be an issue.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=YrG9oF1yUaY[/youtube]

    Second, exactly what makes Birla Sun Life’s scheme different isn’t told to us at all. The correct thing would be to construct fairy tales around specific features of Birla Sun Life’s plan. Right now, I am left tearing my hair out, like in those ketchup commercials: ‘Isme different kya hai, bhaiyya?’ And, er, there is a huge difference between tomato sauce and investment schemes.

     

    Rating: (On a scale of 1 to 5): 2. Too broad based and unengaging

     

  • Elevates Mithun Mirji to Singapore for a newly created role

    Saatchi & Saatchi adds creative muscle with new hires

    By Amit Bapna

     

    The ‘Lovemarks’ agency Saatchi & Saatchi is buttressing its creative fortress. It has announced two new creative recruits – Anant Medepalli and Vihar Patkar as Creative Director and Associate Creative Director respectively. Alongside the agency has also moved the Creative Director on the P&G brand Mithun Mirji to Singapore for a newly created role of Regional Creative Director.

     

    Mr Mirji has been at Saatchi & Saatchi for a few years now and having worked at the agency has helped in forging a partnership with P&G and this has helped the agency get more responsibilities for work across the region. He said: “The experience helped when Saatchi & Saatchi decided to set up a Regional Hub in Singapore to partner with our P&G clients.”

     

    Mr Medepalli and Mr Patkar have both spent over 10 years in the business and have been associated with Saatchi & Saatchi in the past. Mr Medepalli returns to India after a stint at Leo Burnett, Nairobi while Mr Patkar worked at Saatchi from 2005 to 2008, followed by stints at Rediffusion Y&R and Salt Brand Solutions. The creative team at the agency is front-led by Ashutosh Karkhanis, Executive Creative Director and Ramanuj Shastry, Chief Creative Officer.

     

    Source: The Economic Times

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

     

  • This year the challenge was to instill confidence into the property promise of big savings at a time when persistent inflation was dampening consumer spending

    Big Bazaar’s new Mahabachat campaign

    By A Correspondent

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=O-bo9pTou5I[/youtube]

    Big Bazaar is the pioneer of organized retailing in India and has been successful in creating many new consumption occasions, which offer unbeatable value to the Indian middle class. One of such landmark properties is Mahabachat, which has been designed to spur consumption around the Independence Day holiday.

     

    This year the challenge was to instill confidence into the property promise of big savings at a time when persistent inflation was dampening consumer spending.

     

    The consumer reality revealed that they harbored a sense of helplessness towards inflation, with no solution in sight. Over the years, the effect of inflation had moved beyond the kitchen to oil prices, fashion, education and entertainment, leading to an increase in the cost of living. At the same time consumer aspirations were also on the rise, resulting in an overall state of dissatisfaction.

     

    As a solution to the current consumer angst, they empowered their consumers with a concrete solution of Mahabachat. The resolve of victory on inflation by participating in Mahabachat was brought alive through the optimistic call to action- mehengai par halla bol. The TVC worked to build an atmosphere of collective hope and confidence. The campaign was supported by TV, print, radio, outdoor and digital medium.

     

    Chief Creative Officer: Sonal Dabral

    Office Head: Rajiv Sabnis

    Creative Head: Vinayak Nayak, Anand Karir

    Creative Copy: Neh Rathi, Anand Karir and Fazal Syed

    Creative Art: Binal Parikh Gharat, Sunil Petkar

    Account Planning: Amit Kekre, Gitanjali Saxena

    Account Management: Sanjay Panday, Rajiv Wadhwa, Makarand Gholba, Abhay Bhonsle

    Films: Mahen Solanki

    Production House: Whodunit Films

    Director: Sujay Shetty

     

  • Group M announces three top level changes: Mr Sakhuja replaces Kelly Clark as Global CEO of Maxus who in turn replaces Rob Norman as CEO of Group M North America. Mr Norman has been appointed Chief Digital Officer for Group M Global

    Vikram Sakhuja is Global CEO of Maxus. Maxus HQ to shift to India. Sakhuja replacement not named yet

     By A Correspondent

     

    As India celebrated her 66th Independence Day, there was renewed reason for cheer as the news that the headquarters of the fastest growing media agency is to be shifted to the country filtered in. The shift was necessitated by the appointment of Vikram Sakhuja as Global CEO of Maxus.

     

    Mr Sakhuja’s appointment was part of a series of senior-level changes announced by Group M on Wednesday by Dominic Proctor, President of GroupM Global. “There is no reason why agencies need to be run out of London or New York,” Mr Proctor told Campaign Asia-Pacific. “The world is now a small town, and the fact that our management team are spread around the globe is very fitting.”

     

    In the first move, GroupM North American CEO Rob Norman becomes Chief Digital Officer for GroupM Global, a new position at the company.

     

    “Our activity in digital will define our future success and we are truly fortunate that Rob will step into this crucial role full time,” Mr Proctor said.  “There is nobody better suited or more experienced than Rob to lead our teams into the future.”

     

    Mr Norman has extensive experience in the digital arena having served as CEO of GroupM Interaction since 2006.  Mr Proctor said his responsibilities will be significantly expanded in his new role.

     

    At the same time, Mr Proctor said Kelly Clark, currently Global CEO of the GroupM agency Maxus, will succeed Norman as CEO of GroupM North America.

     

    “Kelly has had wonderful success with our companies in Asia, the UK, and Europe and most recently at Maxus globally,” Mr Proctor said.  “His broad experience and track record will bring a great boost to our business in North America.”  Prior to taking over Maxus in 2008, Mr Clark served as CEO of GroupM Europe, Middle East and Africa.

     

    Maxus was named the 2011 “Media Agency of the Year” by Adweek magazine and last month the agency was named the fastest-growing global media services agency in the world for the third consecutive year by RECMA, the independent organization that measures media agency sector operations.

     

    Taking Mr Clark’s role at Maxus will be Mr Vikram Sakhuja, currently CEO of GroupM India and South Asia.

     

    “Vikram is the perfect candidate to take on the Maxus role from Kelly,” Mr Proctor said.  “Maxus has a great management team and a lot of momentum.  I have no doubt that Vikram will continue to build a great agency.”  He added that Mr Sakhuja will remain in his current role until his successor is announced.

     

    All three will report to Mr Proctor and the new roles begin later this year.