MxMIndia

Category: ADVERTISING

  • Shashi Sinha & M G Parameswaran pay tribute to Anil Kapoor who will be presented the Life Achievement Award by the AAAI

    Anil Kapoor: An ‘Outsider’ who was more than an ‘Equal’

     

    All roads lead to the Trident at Nariman Point today (Sept 27) as the Advertising Agencies Association of India felicitates and awards Anil Kapoor, Chairman Emeritus, Draftfcb+Ulka with the Lifetime Achievement Award.

     

    A little about Mr Kapoor, courtesy the Draftfcb+Ulka website: His love for challenges saw him taking charge of Draftfcb+Ulka (Ulka Advertising, at the time), turning it into the fastest growing agency in India and taking its rightful place as one of the ‘Big Five’. With the formation of Draftfcb in 2006, Mr Kapoor was appointed as Draftfcb President with responsibility for Asia-Pacific region and Africa.

     

    He was appointed Chairman Emeritus of Draftfcb + Ulka, after a 22-year stint with the company and its other associated agencies. As one who is known to make things happen, his role expanded naturally into industry bodies. He is a Past President of the Advertising Agencies Association of India (AAAI), the Chairman of the Audit Bureau of Circulation of 2007-08 and was also on the Management Board of the National Readership Survey and the Television Audience Measurement Research. He was also on the Editorial Advisory Board of The Economic Times. In May 2002, Mr Kapoor was also inducted into the Foote, Cone & Belding’s Worldwide Board.

     

    Before joining Draftfcb+Ulka, Mr Kapoor was with the Boots Company, India, for 14 years, where, as the Marketing Director, he launched a string of brands, all of which went on to become No. 1 in their markets. At Boots, he also set up two field forces, one for consumer products and the other for ethical pharmaceutical products. Before that, he was with the legendary agency MCM and though not the cause, he says he had to preside over its closure – quite a learning experience! Now a confirmed Mumbaikar, Mr Kapoor grew up in Delhi and graduated with a BA in English Literature from St. Stephen’s College, Delhi and then did his MBA from the Indian Institute of Management, Ahmedabad.

     

    Dr M G Parameswaran

    Executive Director and CEO, Draftfcb + Ulka

    I have worked with Anil Kapoor for over two decades and I have seen him in various roles, as Head of Marketing of a large British multinational, as a CEO of a pioneering media company and as a CEO of a struggling ad agency. One thing that defines him is his ‘Never Say Die’ attitude. When he joined Ulka no one thought he had a chance of saving an agency that was fast sinking. In fact someone who is revered in advertising world even told me that I was mad to join Anil Kapoor in his mission of saving an ailing Indian agency. Anil proved all his detractors wrong though his passion, attitude and commitment to the cause. He also showed the industry how to build a strong team and keep it together for two decades. How to build an agency group entirely from within, and without the help of international experts and hand-me-down accounts. He demonstrated how to partner clients at senior levels to launch one successful brand after another,  in tough market conditions. As Ulka became FCB Ulka and later DraftFCB Ulka, his managerial and leadership skills got recognized on the global stage, many times over.

     

    Anil Kapoor, who was seen as an outsider in the Industry, was soon accepted as an equal and may be as a ‘more than an equal’. He went on to play leadership role in various industry bodies such as AAAI and ABC. He was instrumental in setting up the independent NRS survey in the mid-’90s.  He also played a very vital role in helping the formation of IBF as a body that could work with AAAI to create norms and processes on how agencies work with television.

     

    We don’t have too many people in advertising industry today who can fill his shoes.  While Anil Kapoor continues to serves as the Chairman Emeritus of Draftfcb Ulka Group and continues to play the role of an advisor to the Group which he built,  he has not been involved with industry affairs for almost a decade. I am sure it is the industry’s loss that he decided to move on. But then, all things have to change, and that is not an entirely bad thing after all.

     

    Shashi Sinha

    CEO, IPG Mediabrands and Lodestar UM

    They don’t make people like Anil Kapoor these days.

     

    I have had the good pleasure of working with Draftfcb+Ulka a few years before he joined the agency from a strong client background. In fact that possibly ensured that he was very focused on deliveries.  As someone who helmed the agency for many years and even now as Chairman Emeritus, we and our clients included have always known him to be a no-nonsense man. Forthright, never into any frivolous conversation. He was always focused on the task on hand.

     

    He had a keen eye on the business and would actively engage with all his clients.  Even now when some of us meet him, his observations are pertinent to the business and may I say: bang-on.

     

    Anil Kapoor has always been an excellent people manager considering his team has been together for so long.

     

    I have always had an excellent rapport with him and have found in him a Guru whom I admire and respect.

     

  • The captain-in-waiting's annual endorsement fee has seen a meteoric rise over the past year, rivalling the likes of Bollywood heartthrob Ranbir Kapoor, the hottest brand ambassador in the film industry

    With deals worth Rs 17 cr a year, Virat Kohli beats Dhoni and Sachin in endorsements

    By Samidha Sharma

     

    India’s hottest young cricketer Virat Kohli is setting the world of brand endorsements alight. The Indian captain-in-the-making, whose exploits on the field, combined with his youth, good looks and never-say-die attitude, makes him a winner off the field too, has inked a Rs 10-crore per annum deal with German sports goods giant Adidas.

     

    The three-year contract, perhaps the most lucrative to be signed by an Indian sports star, will see the swashbuckling right-hand batsman endorsing the brand’s apparel and shoes.

     

    The Delhi lad has also struck a Rs 6.5 crore a year deal with a tyre brand that had master batsmen Sachin Tendulkar and Steve Waugh as its ambassadors, a person familiar with the development revealed.

     

    The two deals will see Kohli topping the likes of Indian skipper Mahendra Singh Dhoni and Tendulkar in terms of annual earnings per brand endorsement.

     

    Kohli, who turns 25 later this year, pocketed around Rs 40 crore from endorsements last year, but that sum may swell up substantially with these two deals in his kit bag. Currently, he lends his face to as many as 13 brands, including  deodorants.

     

    When contacted, an Adidas spokesperson declined to comment on the development. Tendulkar, who is Adidas’ current brand ambassador, is perhaps at the fag end of his illustrious career.

     

    And Kohli fits the bill perfectly as he is being groomed to take over the top job from Dhoni after the 2015 ICC World Cup, an executive from a sports management firm, who did not want to be named, said.

     

    Bunty Sajdeh-led Cornerstone Sport and Entertainment manages the Indian vice-captain’s endorsement contracts. Mr Sajdeh was unavailable for comment.

     

    Kohli’s annual endorsement fee has seen a meteoric rise over the past year, rivalling the likes of Bollywood heartthrob Ranbir Kapoor, the hottest brand ambassador in the film industry. Till last year, the cricket star used to command Rs 3 crore per brand annually, which went up to Rs 6 crore.

     

    The Rs 10-crore a year deal with Adidas propels him to a different league altogether. “For the past few years, Dhoni has been ruling the endorsement space, but Kohli is catching up very fast. While Dhoni connected well with the masses, Kohli has a more urban appeal which a lot of brands want to cash in on,” said Indranil Das Blah, COO of celebrity management firm CAA Kwan.

     

    The price escalation in Kohli’s endorsement contracts has meant that a lot of brands which had signed him early on must shell out much more to renew their deals or simply end their association with him.

     

    “We are willing to pay a premium, depending on what that number is. He has been a great fit for our brand which targets youngsters, and he has grown with us,” said J Suresh, MD and CEO, Arvind Lifestyle and Brands which has had the cricketer on board for three years as Flying Machine’s brand ambassador.

     

    The jeans-wear brand signed Kohli before the World Cup at a moderate price and its contract is up for renewal. With Rs 10 crore becoming the new benchmark, many brands will find it hard to match up to Brand Kohli’s price tag.

     

    Until recently, Kohli and Nike were in a five-year contract inked in 2008. However, things turned sour between the two sides when the US sports goods major went to court claiming Kohli had breached the contract by disagreeing to continue as its brand ambassador till 2014. But the Karnataka high court ruled in favour of the cricketer, allowing him to sign endorsement deals with other sports brands.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Ad industry strongman Anil Kapoor felicitated with AAAI lifetime achievement

    By A Correspondent

     

    They don’t make people like him these days. Forthright, never into any frivolous conversation, he is known as a no-nonsense man in the industry,” said Shashi Sinha, CEO, IPG Mediabrands and Lodestar UM on Anil Kapoor, Chairman Emeritus, Draftfcb+Ulka group who was felicitated with the Advertising Agencies Association of India (AAAI) Lifetime Achievement Award last evening (Friday, September 27) at an event attended by top ad industry honchos and senior advertisers.

     

    Accepting the award from the AAAI, Mr Kapoor said: “There is never a dull moment in advertising. For me it was simply a passion. I strongly believe advertising agencies are solution providers and not suppliers of creativity.”

     

    Making his opening remarks, AAAI President Arvind Sharma said Mr Kapoor is a huge influence on the industry.

     

    Mr Kapoor was appointed Chairman Emeritus of Draftfcb + Ulka in 2010, after a 22-year stint with the company and its associated agencies. He is a Past President of the AAAI, Chairman of the Audit Bureau of Circulation of 2007-08 and was also on the Management Board of the National Readership Survey and the Television Audience Measurement Research. In May 2002, Kapoor was also inducted into the Foote, Cone & Belding’s Worldwide Board.

     

    Before joining Draftfcb+Ulka, Mr Kapoor was with the Boots for 14 years, where, as Marketing Director, he launched a string of brands, all of which went on to become market leaders. Before that, he was with the legendary agency MCM. He graduated in English Literature from St. Stephen’s College, Delhi and then did his MBA from the Indian Institute of Management, Ahmedabad.

     

    “One thing that defines him is his ‘Never Say Die’ attitude. Anil Kapoor, who was seen as an outsider in the Industry, was soon accepted as an equal and may be as a ‘more than an equal’,” said Dr M G Parameswaran, Executive Director and CEO, Draftfcb + Ulka.

     

    Photographs by Fatema Rajkotwala

     

  • The portal set up by journalist Shaili Chopra has tied up an impressive list of sponsors for the maiden 'India Golf Awards' on November 5

    GolfingIndian.com’s golf awards in Nov

    By A Correspondent [updated]

     

    Golfing portal GolfingIndian.com has announced the ‘India Golf Awards’ to recognize and reward the game’s best ambassadors across the spectrum of professionals and amateurs. The awards, backed by title sponsor Take Solutions is powered by golfingindian.com, a portal set up by award winning business journalist and golf enthusiast Shaili Chopra with news focused on Indian players, golf courses and expert views.

     

    Speaking on the launch of the India Golf Awards, which will be held on November 5, Ms Chopra said:  We strongly feel there is a need to recognize golfing excellence beyond tournaments and championships. The very best in the game will get the recognition they deserve as for the first time golfing corporate honchos, celebrities, bureaucrats, national leaders will be rewarded for their game on the same stage as golf’s professional maestros from India and the world in a bespoke and stylized ceremony.”

    The Take Solutions India Golf Awards 2013 are also supported by three principal sponsors – airline major Lufthansa, The Oberoi (Gurgaon) and real estate major Nitesh Estates.  GQ India is the exclusive magazine partner for the India Golf Awards, which has additional support of Audi and Mauritius Tourism as associate partners.

    Said technology firm Take Solutions’ Vice Chairman HR Srinivasan, a prolific golfer himself: “The Take Solutions India Golf Awards powered by golfingindian.com will provide a superlative platform for golfing stars from all walks of life. We have supported the game through out and we felt ‘The India Golf Awards’ will also set new benchmarks and create pathways to bring about positive change to promote golf in a rapidly changing business, leisure and recreational environment.”

    Speaking on the launch of the awards Sangeeta Sharma, Head of Marketing, Lufthansa, said:  “We are delighted to partner with golfingindian.com for the India Golf Awards. Our partnership with this premier platform is a natural extension of our outreach to the new global Indian looking for a distinguished travel experience.”

    Kapil Chopra, President of The Oberoi Group where the gala event is being hosted said, “Since its opening The Oberoi, Gurgaon has been the preferred choice for discerning guests. The association with India Golf Awards gives us an opportunity to showcase our legendary service and provide an extraordinary experience to guests, who appreciate the finer things in life.”

    Nitesh Estates,  which is in the highend luxury real estate business, feels the awards are a perfect positioning for the brand. “Our properties aim to reach those people who have made it big and golf is a great indicator of their passion and past time. We are excited with the association,” a spokesperson said.

  • Tata Chemicals appoints Draftfcb+Ulka for Tata Salt and retains Leo Burnett for Tata I-Shakti foods

    Tata Chemicals offers ‘namak’ to Draftfcb+Ulka, retains I-Shakti for Leo Burnett

    By A Correspondent

     

    Tata Chemicals has announced the appointment of Draftfcb+Ulka as its creative agency for Tata Salt, and Leo Burnett for its Tata I-Shakti foods portfolio. This announcement comes after a competitive multi-agency pitch. According to a communiqué, Tata Chemicals has identified its food business as a strategic priority for growth and therefore decided to engage two creative agencies.

     

    It may be recalled that there was a controversy around the Tata Salt Lite radio spots that won Leo Burnett four metals at the Creative Abby earlier this year. The issue had reached the Tata Chemicals bosses and ethics board which finally got Leo Burnett to withdraw the entries.

     

    Meanwhile, the release announcing the appointment added: “Tata Salt was recently reported as one of the Top 10 consumer product brands in India by the Kantar Worldpanel’s Brand Footprint 2013. Tata I-Shakti unpolished pulses were awarded the ‘Product of the Year- 2013’. It was also awarded the ‘Emerging Brand Award’ by the ‘World Brand Congress’ at the ‘Brand Leadership Award 2013’.”

     

  • Top Indian captains to speak at global CEO conference organized by the Indian Society of Advertisers (ISA)

    ISA to host Global CEO conf with Unilever big boss Paul Polman

    By A Conference

     

    There are conferences and conferences, but this one could well be the mother of them all. The Indian Society of Advertisers, the apex body of advertisers, is hosting the first ever global CEO conference on ‘Navigating a VUCA World’ on October 30, 2013 at The Leela in Mumbai. The goal of the conference, as per a communiqué, is to sharply dissect the tough times we are facing in the current economic situation, and to find out how organizational processes and practices need to be recast to deliver to this new VUCA (Volatile, Uncertain, Complex and Ambiguous) world.

     

    Paul Polman

    Paul Polman, Chief Executive Officer of Unilever, will be the keynote speaker at this conference. Other key speakers at the event will include R Gopalakrishnan, Director, Tata Sons; Manu Anand, President – India & South Asia, Cadbury India; Marten Pieters, CEO, Vodafone India; and Ravi Kant, Vice Chairman and Former Managing Director, Tata Motors.

     

    Said Hemant Bakshi, Chairman, ISA, and Executive Director, Home & Personal Care, Hindustan Unilever, on the intent of the conference: “We truly live in the VUCA world, where things have become more volatile and uncertain. That’s one issue ISA needs to deal with and help companies understand the principles they need to follow in a changing uncertain world.”

     

    The ISA is organizing the conference in in partnership with exchange4media.

     

  • Apple takes the #1 spotand Google jumps to #2 – the first brands to unseat Coca-Cola in the history of Best Global Brands

    Apple, Google topple Coca-Cola out of top slots in Interbrand’s Best Global Brands report

    By A Correspondent

     

    For the first time in the history of Interbrand’s Best Global Brands report, there is a new #1 brand: Apple. Leading brand consultancy Interbrand publishes Best Global Brands on an annual basis, identifying and examining the Top100 most valuable global brands.

     

    With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3.This year, the total value of all 100 Best Global Brands is USD $1.5 trillion — an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.

     

    Apple hasappeared on Interbrand’s Best Global Brands ranking since 2000, when the ranking debuted. In 2000, Apple ranked #36 and had a brand value of USD $6.6 billion. Today, Apple’s brand value is USD $98.3 billion- almost 15 times the amount of its brand value in 2000.

     

    “Every so often, a company changes our lives-not just with its products, but with its ethos. This is why, following Coca-Cola’s 13-year run at the top of Best Global Brands, Apple now ranks #1,” said Jez Frampton, Interbrand’s Global Chief Executive Officer. “Tim Cook has assembled a solid leadership team and has kept Steve Jobs’vision intact – a vision that has allowed Apple to deliver on its promise of innovation time and time again.”

     

    Ashish Mishra

    Adds Ashish Mishra, Managing Director, Interbrand India – “Yes, for the first time in the BGB’s 14-year history, Coca-Cola is no longer #1. This year, Apple claims the top spot – and Google captures the #2 position.This to our minds is the single biggest story of the new times, of a changed world. Of who really leads the brand – the marketer or the consumer, or both? And how anticipation, co creation, conversation, innovation, investment in people &big data, strategic CSR and new leadership is the new way”.

     

    When determining the Top100 most valuable global brands, Interbrand examines three key aspects that contribute to a brand’s value:

    :: The financial performance of the branded products or service
    :: The role the brand plays in influencing consumer choice
    :: The strength the brand has to command a premium price, or secure earnings for the company

    Interbrand’s 2013 Best Global Brands (Top 100)

     

  • The Consumer Complaints Council of the Advertising Standards Council of India (ASCI) upheld complaints against 177 ads of the 201 received

    ASCI upheld complaints against 177 ads in July

    By A Correspondent

     

    In July 2013, the Consumer Complaints Council (CCC) of the Advertising Standards Council of India (ASCI) upheld complaints against 177 ads. Most of the misleading ads were from the education sector and promise of 100% job placements was one of the recurring unsubstantiated claim made by the advertisers. This was followed by health and personal care category, where most of the upheld complaint ads were found misleading, or making false or unsubstantiated claims.

     

    The recently launched website from ASCI has also shown encouraging results as almost 25% of the total complaints were registered through the Online Complaint and Monitoring Service (OCMS), reports a communiqué, adding:  “With this new service, consumers can now lodge complaints through the new ASCI website, ASCI Facebook page, email, smartphones, toll free telephone or regular post.  Going forward, OCMS is going to play a crucial role in delivering transparency and speedy resolution of consumer complaints.”

     

    Health & Personal Care

    The CCC found the following claims in health and personal care product or service ads of 52 advertisers, released in the press to be either misleading or false or not adequately/scientifically substantiated and hence violating Chapter I of the ASCI Code. Some of the health care products or services ads also contravened provisions of the Drug & Magic Remedies Act. Complaints against the following ads were upheld –

     

    1. The Alankar Slimming & Cosmetic Clinic:  Vibes Smart Tight Program helps with ‘instant weight reduction & helps lose 3-4 inches in one session’.
    2. Glamour World Ayurvedic Co. Pvt. Ltd: Somi’s Glow Plus claims that they help with ‘re-growth of new hair using glow plus solution in 3 months’.
    3. Re Touch Hair & Skin Clinic: Helps to get 100% rid of stones and white spots’.
    4. Rajshree Hospital: Assures that ‘reduced weight won’t increase again’, one can ‘get rid of obesity and diabetes’ and they have ‘obesity cure for sure’.
    5. V Care Clinic: V Care Medspa uses ‘Stem Cell Therapy for Acne Pimples’.
    6. Hair Solutions: In their print advertisement, they claim that Hair Solutions will help with all hair solutions like ‘growing natural hair’, ‘stop greying & stop hair fall’,  and “Wonder hair cream”
    7. Nivea India Pvt Ltd: Nivea Whitening Cell Repair lotion claims that it ‘repairs your skin by working 40 times harder’ while the title says ’40x more vitamin C’.
    8. Chaturbhuj Pharmaceutical: B Gap Contraceptives Tablet is ‘completely Ayurvedic, hormone free and gives no chance for pregnancy for 6 months’.
    9. L’Oreal India P. Ltd: In their TVC Garnier’s Pure Active Neem Face Wash claim that it is ‘enriched with real Neem’ and it is ‘the first ever face wash that removes pimples and marks’.
    10. Aadya Mahalakshmi Herbals: Claims that it is a “Men Oil & Herbal Capsule for Men for abundant vigour, and the visual implies a product for enhancement of sexual pleasure
    11. Kalada Plastic Cosmetic Surgery & Burn Center: It helps ‘reduce weight 15 to 20 kg, liposuction of the entire body with the help of new Technique.’
    12. Madras Doctor Piles Clinic: Claimsto have cure for Piles, Fistula, Fissure, without surgical operation
    13. Devi Ayurvedic Pharma: Claims that ‘Neelika eye drops are very effective in all types of eye problems, removes haziness, increases eyesight and helps to get rid of cataract.’
    14. Rich Feel Trichology Centre: Claims  that they are ‘World’s first hair thinning treatment with plant stem cell extracts , reduces hair fall , restores hair regeneration and increases hair growth..’
    15. Aas Clinic: Claims that it gives ‘successful treatment of epilepsy & successful treatment of baldness.’
    16. Dr Patel Anti-Aging Clinic: Claims that they help ‘cure diabetes and other diseases.
    17. Parth Hospital: They are the ‘first hospital in India which treats patients of headache and migraine without any painkiller medicine.’
    18. Sri Om Ayurvedic Seva Sansthan: 100% successful with treatment for brain disease, heart disease, liver, kidney & stomach disease, stone, obesity, diabetes.’
    19. Seba Herbal: Claims that they help cure ‘sex problems like non-performance, premature ejaculation, impotence, small size, nightfall with 100% guaranteed diagnosis.
    20. Shreeji Sanjivani: It increases the child’s intelligence, memory power, grasping power and digestion, enhances the child’s immunity power, makes him healthy..
    21. Myovatec Surgical Systems (P) Ltd: Claims that they help with ‘weight loss, non -surgical/surgical options, comprehensive program, multi-disciplinary, expert medical team’.
    22. Aadya Mahalakshmi Herbals: Aadyas Breast Oil & Capsule in their print advertisement claimed ‘Breast Grow Capsule’, ‘Effect starts in 5 days’, ‘No Side effects’, ‘100% Herbal’ and ‘100% Result’
    23. Zipher Zion Pharmaceuticals: Royal Gold Capsules It is ‘100 % safe’, and ‘Result in just 9-10 days.’
    24. AmbicAyurved: NavPaurush Powder/Capsules Claims ‘Gain Weight, build body.’
    25. Adhunik Homeopathic Chikitsa Kendra Treatment for Irregular menstruation in women, Infertility, uterus tumor, swelling (Endometriosis).’ , ‘Complete treatment of Breast Tumor etc.’ , ‘Stones’ , ‘Complete treatment of Blood pressure, thyroid, diabetes, obesity.’
    26. Shree Siyaram Ayurved Mandir Claims ‘Successful treatment of Sex Problems.
    27. Kangra Herb Pvt Ltd: ‘The herbs are beneficial for the treatment of last stage cancer, liver failure, kidney failure, Hepatitis, skin psoriasis, arthritis.’
    28. Sunrise Herbal Clinic ‘Reduces to 10 kg of weight in just 3 month.’
    29. Priya Pharmaceuticals: Himadri Ayurveda Capsule Claims ‘Permanent relief from pimples within 7 days.’, ‘Relief within seven days for Gastric trouble, Bleeding, Constipation, pain etc.’
    30. Adhi India Advance Hair Restoration Centre ‘Revolutionary ADHI Technique Originated in India, Adopted Worldwide.’, ‘80,500- Satisfied customers across the globe.’
    31. Great linx Impex Pvt Ltd: Praan Herbal Pain Relief Claims ’18X better than Balm’
    32. Deewal Gramodyog Sansthan: Deewal Range of Products Claims ‘BH+ – World’s first hair colour which is free from chemical and allergy’ , ‘Kimmadhu-Wonderful medicine to rectify sugar level’ , ‘Keshkalp- Stops hair fall and get rid of baldness’
    33. Cure Homeo Clinic Claims Treats and cures patients with Psoriasis.
    34. Makewell Pharmaceutical Japani Tel in their print advertisement claimed ‘If you want to stay happy after marriage, Japani oil.’, ‘Very popular for male’s energy/ stamina 35.
    35. Vasu Pharmaceuticals: Trichup Hair ‘A name that more than 50k doctors trust.
    36. Hindustan Unilever:  Ponds Age Miracle in print advertisement claimed ‘Look up to 10 years younger with disclaimer in small print ‘With regular use’
    37. Nivea India Pvt Ltd : Nivea for Men Dark Spot Reduction in TVC claimed that the face wash has a 10X formula that removes dark spots and gives a spotless face
    38. Prabha Hospital Provides 100% cure for all diseases without performing any surgery.’
    39. L’Oreal India P. Ltd: Garniers Naturals Hair Colors  Claims Naya Garnier colour natural ab aur bhi behtar’, ‘Trust only the No.1’ and disclaimer saying ‘basis urban retail data’.
    40. Vini Cosmetics White Tone Face Powder Visual misleading in their TVC shows a woman  whose oily and darkish skin and is transformed to a fairer skin tone on using White Tone Face Powder.
    41. Dabur India Ltd: Odomos Range in the print advertisement claimed ‘100% protection from mosquitoes both in and out of home.’
    42. L’Oreal India P. Ltd: Garnier White Complete Multi Action Fairness Cream claimed that ‘Sirf hum detehai complete fairness’, meaning that its product is the only one to give complete fairness. The claim is qualified with the disclaimer that by complete fairness, the reference is to both instant and long-term fairness.
    43. Brad Enterprise: In their TVC, they claimed that Brad Eye Glass Remover is ‘100% ayurvedic’, ‘treats cataract without surgery and myopia without glasses’.
    44. T.he Alankar Slimming & Cosmetic Clinic:Claims inch & Weight Loss and sure cure for Hair Loss.
    45. Force Clinic Claims: Successful treatment of sex related diseases, successful treatment of looseness, premature ejaculation, impotency and low sperm count’.
    46. HC Group: They can help an individual to ‘increase their height’
    47. Herbal Icon India Co:’It helps end impotency from its roots’. ‘By applying this on the penis one can increase its shape/ length and thickness’
    48. Param Pharmacy: Cure ‘for Tumour in Ovary and Uterus’ ‘It is an accomplishment of Ayurveda’, ‘No need of operation’, ‘Tumour healed by Ayurvedic treatment’, ‘No need of removal of uterus.’
    49. Aadhar Herbal: Cures diabetes ‘Totally stop Allopathy, injection, insulin’,
    50. Makewell Pharmaceuticals: Ad of Japani Tel depicts women in indecent and vulgar manner and visuals implying a product that enhances ‘potency’, which is a violation of the DMR regulations.
    51. Shakti Bhog Foods Ltd:S Brown Marie claims it ‘Helps to control blood sugar.’, ‘Visual of Heart shape with claim – Zero % Cholesterol & Trans-fat.’ The CCC concluded that the claims, ‘Helps to control blood sugar’, ‘Visual of Heart shape with claim – Zero % Cholesterol & Trans-fat’, were not substantiated adequately with clinical data.   Also, with respect to claims regarding control of blood sugar the advertisement was in breach of the law as it violated The Drugs & Magic Remedies Act. The advertisement contravened Chapters I.1 and III.4 of the Code.  The complaint was UPHELD
    52. Tara Health Foods Limited: Zaitoon Tara edible oil in its print advertisement claimed ‘Edible oil prevents cancer, diabetics, acidity, cholesterol, etc.’ No Edible oil has been proven to prevent cancer, diabetes or cholesterol. The advertisement is misleading. . The advertisement contravened Chapters I.1, I.4 and III.4 of the Code.  The complaint was upheld.

     

    Education:

    The CCC found following claims in print ads by 94 different advertisers were not substantiated violating the ASCI Guidelines for Advertising of Educational Institutions and hence the complaints against the ads were upheld:

     

    International Marine, IMS Learning Resources Pvt Ltd, Pacific Education Society, Kaizen Training Institute, Inset Computer Education,  Kv Institute Of Management & Information Studies, Achieve Academy, Dolphin School Of Hotel Management, Indian Institute Of Hardware Technology, Amet University, Siddharth Classes, Sri Bhagwati P Memorial & Education Society, SITM (Jodhpur), S S Education Trust, International Institute of Fashion Designing Academy, Bright Academy, Jagdish Chandra Institute Of Modern Technology And Industrial Studies, Om Cad the Design Studio, EduEdge Coaching Classes, Asian Institute of Film & Media Studies, Career Defense Academy,  Chate Group, NIIT Ltd. , S S Academy, The George Telegraph Group, National Classes: Paavai  Institutions, VSB College of Engineering, Sumangal College of Business Administration, ICA Infotech Pvt. Ltd ,Vista Mind, Alchemist ,Anm Nursing Training School, Crucible Coaching Preeya Pariwar, NIMS coaching, Appin Technology Labs, Techno Campus Mobile Phone Institute Gujarat, Institute of Hotel Management IHM Meerut, Oriental Group of Hotel Management , Aditya Engineering & Pharmacy College,New Horizons Computer Learning Center , Amrita International Institute of Hotel Management,IIHT Computer Education ,Sinhal Classes,National Institute of Event Management, NCFM Training Centre, IANT Computer Education, Apollo Group of College,IES Gate Academy,PT Education & Training Service,Cadd Centre India Private Ltd ,JK Shah Classes, XL Education Forum,Alpine Center,KPR School of Business, National Academy of Event Management & Development, International School of Telecom Technology & Management, Career Point, Columbia Group of Institute, Patna Sahib Group of College, Lords Institute of Management, Gloma Group of Institutes, Shanti Design School, Institute Of Business Studies & Research – Institute Of Management Studies, Xplora Design Skool, Royal Education Centre, Millia Educational Trust  – Millia Institute Of Technology, Gyaan Computer Education – Tally Champs, Mahajana Tourism Development Institute, Shri Balaji Nursing Home & Health Training Center, Tirumalaa Study Centre, UPCIA Industrial Training Centre, Mehta Institute of Career Training, Chamunda Institute of Hotel Management, Subhas Bose Institute of Hotel Management, Global Group of Institute, CH Charan Singh Polytechnic, Creative Vision Technology, Excel Edu learning, NEITE College of Management, Sri Balaji Education & Charitable Trust – Rajiv Gandhi College of Engineering &Technology, Sir Padampat Singhania University, Manda Institute of Technology, Nalanda Institute of Advance Studies, Kongu Arts & Science College, Calcutta Institute, Marine Engineering Training Institute, Jagriti Institute (Sikar), Bhanuka Institute of IT Education, GMS Institute, 3CM Infotech, Exxon Academy:

     

    Complaints against advertisements of all the above educational institutes were upheld because of unsubstantiated claims that they ‘provide 100% placement/AND /OR they claim to be the no.1 in their respective fields’.

     

    Consumer Durables:

    The CCC concluded that the claims mentioned in these six advertisements and cited in the complaints below were not substantiated.  The advertisements contravened Chapter I. of the Code.  The complaints were upheld.

     

    :: Veon Systems: The print advertisement of Veon Water Purifier claims that it has received the ‘Best Purifier Award from all our 2 Crore Over Whelming Customers’, ‘Veon gives you the country’s purest water’, ‘Presenting World’s First Seven Stage Fully Automatic’, RO Water Purifier that requires No Periodic Servicing for Just Rs. 5999.’

    :: ETA General Private Limited: The print advertisement of General Air Conditioner claims that they ‘save up to 55% on power hence it can be run like a fan’, is ‘eco-friendly’.

    :: Symphony Ltd: Symphony Jumbo in its TVC claimed that it ‘has an operating cost of just one or two bulbs.’

    :: Hindustan Unilever Ltd: PureIt Water Purifier in its TVC claimed that the ‘Use of PureIt and save money on 3 gas cylinders in a year’.

    :: Luminous Electronics: Luminous Livpure RO Water Purifier in their TVC claimed ‘0% water wastage’.

    :: Kent Ro System Ltd:  The CCC concluded that the claim, ‘why drink boiled water? Use Kent RO’, was misleading by ambiguity, and denigrated ‘boiling water’ as it claimed that ‘boiling water can spread diseases’.   The advertisement contravened Chapters I.4 and IV.1 (e) of the Code.

     

    Telecom:

    Tata Teleservices Ltd.: The CCC concluded that the claim, “Unlimited 3G data for Rs.250”, was misleading as the disclaimer mentions that “3G data would be upto 1 GB only”.  The advertisement contravened Chapter I.4 of the ASCI Code. The super that appeared in the TVC was not clearly legible, thus contravening the Regulations of ASCI’s minimum lettering size of supers.  The complaint was upheld.

     

    FMCG:

    Hindustan Unilever Ltd:  The CCC concluded that the visual depiction of “a child with ink stained teeth and mouth”, is likely to encourage minors to emulate such acts in a manner which could cause harm to them.  The advertisement contravened Chapter III.2 (b) of the Code.  The complaint was upheld.

     

    ITC Limited: The CCC concluded that it shows a dark skinned girl feeling inferior or inadequate and subsequently attracting male attention on being fair and therefore the TVC derides people based on their colour.  The advertisement contravened Chapter III.1 (b) of the Code.  The complaint was upheld.

     

    Media:

    Bennett Coleman & Co. Ltd: The CCC concluded that the claims E-Samay has a circulation of over 3 Lakhs as of April 2013 in Kolkata’, ‘It retained more than 85% of after changeover from subscription to cover price’, ‘The paper is now the undisputed Number 2 Bengali daily’ were not adequately substantiated and were misleading. The advertisement contravened Chapters I.1, I.2 and I.4 of the Code.  The complaint was upheld.

     

    Auto:

    Audi India: (Audi Q3) in their print advertisement claimed ‘Audi Q3 at a price down payment of Rs. 6, 00,000 and 84 EMI’s of Rs. 38,000 only for ‘on-road price (with registration and insurance)’. The fine print below indicated that ‘this is a bullet scheme’, ‘Offer valid only on June 22 and June 23, 2013’.The claims were not substantiated The advertisement contravened Chapters I.1 and I.4 of the Code.  The complaint was upheld.

     

    Maruti Suzuki India Ltd: Maruti Swift in the TVC showed a minor (boy wearing sun glasses) driving the Maruti Swift recklessly, albeit car being not in motion. The CCC concluded that the TVC shows unsafe and reckless driving. The advertisement contravened Clauses (b) and (c) of the Guidelines on Advertisements for Automobile Vehicles.  The complaint was upheld.

     

    Food & Beverages:

    The CCC concluded that the claims mentioned in these three advertisements were not substantiated.  The advertisements contravened Chapter I.1 of the Code.  The complaints were upheld.

     

    :: Hindustan Unilever: In their TVC Brooke Bond Red Label claimed that it is a ‘Healthy tea that improves blood circulation’.

    :: Adani Wilmar Ltd: Caims that ‘Olive oil has a low smoke point’, ‘olive oil has a characteristic taste that is incompatible with Indian cuisine’, ‘lower calories’, ‘has a balanced fatty acid composition’, ‘comes closest to the ideal ratio of saturated fatty   acids that is recommended by WHO’.

    :: Kalyani Solvex (P) Ltd: Nature Pure Ref Rice Bran Oil ‘completely reduces cholesterol’.

     

    The CCC concluded that the two advertisements cited below are offensive to generally accepted standards of public decency. The CCC found these two advertisements indecent, distasteful and were likely to cause grave or widespread offence. The advertisements contravened Chapter II of the Code.  The complaints aginst them were upheld.

     

    :: Saj Food Products (P) Ltd: Their TVC Bisk Farm Top Biscuit shows ‘a job aspirant (girl) offering to compromise and making advances at the interviewer.’ The ad has been tastelessly done with absolute disregard to social values.

    :: Euro India Fresh Foods Pvt Ltd: In their TVC of Namkeen, the advertiser has depicted women in an indecent manner.

     

    The CCC concluded that the following advertisement is indirect advertising for products whose advertising is prohibited or restricted by law (Surrogate advertisements for liquor brands). The advertisements contravened Chapter III.6 of the Code.  The complaints were upheld.

     

    Finlandia Vodka: Alcohol brands or surrogates thereof are not legally permitted to advertise in India. This clearly falls foul of the law as Finlandia is a brand of vodka.

     

    Rasna Private Limited: In their advertisement Rasna Nimbu Pani, the brand is positioned for children.  While on the packaging, it is written that ‘The product contains artificial sweetener ‘aspartame’ not recommended for children’. The graphical design of Rasna Fruit Plus Lite – Nimbu Pani was too similar to the mother brand Rasna Fruit Plus.  Rasna Fruit Plus range advertisement is positioned for children and has the brand ambassador Sehwag Hence children would not be in a position to understand the difference between the variants and would be induced to consume Rasna Fruit Plus Nimbu Pani which contains the ingredient “aspartame” which is not recommended for children.  The product packaging contravened Chapter III.2 of the Code.  The complaint was upheld.

     

    Teleshopping:

    The CCC concluded that the claims mentioned in the following four advertisements and cited in the complaints below were not substantiated.  The advertisements contravened Chapter I of the Code.  The complaints were upheld.

     

    :: WWS Skyshop P. Ltd: Ayurvedic Roopamrit Fairness Cream/Gel in itsTVC shows ‘A fairness product that is used to brighten up the complexion of dark skinned people in a very short time’.

    :: TVC Sky Shop Limited: Quitt, in its print advertisement claimed that Quitt can help you ‘Give up smoking and alcohol’ and is ‘100% herbal’.

    :: AAA Teleshopping P. Ltd.: In its TVC, No Addiction claims that it ‘can enable an addict to quit drinking/smoking/ drugs/ gutkha’.

    :: Telemart Teleshopping: In its advertisement Zero Addiction claims that the ‘use our product for 45days daily 2-3grams twice and quit from your bad addiction like smoking, drinking & if u can’t get a result return our product in 15 days.’

     

    JMD Teleshopping: In their TVC, Madhu Sanjivani claims that it ‘provides 100% cure for Diabetes’, ‘Madhisanjeevani ingredient is imported from Africa’. In the absence of comments from the Advertiser, the CCC concluded that the claims, “Provides 100% cure for Diabetes”, “Madhisanjeevani ingredient is imported from Africa”, were not substantiated. Also, the advertisement was in breach of the law as it violated The Drugs & Magic Remedies Act. The advertisement contravened Chapters I.1 and III.4 of the Code.  The complaint was upheld.

     

    Sky Star Advertising: Hair Building Fiber: The visuals make one believe that with the use of the product, one’s baldness is cured. This was not substantiated and was considered misleading. Also, the baldness related claim in the advertisement was in breach of the law as it violated The Drugs & Magic Remedies Act. The advertisement contravened Chapters I.1, I.4 and III.4 of the Code. The complaint was upheld.

     

    Real Estate:

    The CCC concluded that the claims mentioned in the following two advertisements below are not substantiated. They are distorted and have exaggerations that mislead consumers.  The advertisements contravened Chapter I of the Code.  The complaints were upheld.

     

    :: Indiabulls Real Estate: In their print advertisement Greens claimed ‘Phase 1 Completed, 329 apartments delivered’, ‘Phase II Construction 50% complete’, ‘Over 320 happy families moving in’.

    :: Damac Properties Co. LLC Akoya: In their print advertisement claimed ‘Pay Rs. 1.1 crore and move into a villa on a golf course in Dubai.’

     

    Others:

    Apple India Private Limited: In their advertisement Apple I Phones ‘offer for upgrade to IPHONE 4 – special student offer. The fine print says that ‘the buyback offer for non-students remains at Rs. 7000/- . Offer available on Apple Iphone4 8 Gb, Iphone 4S 16 GB, Iphone 5 16 GB, Iphone 5 32 GB, Iphone 5 64 GB only.’ From the above it is clear that one can have an exchange offer of its iPhone for Rs. 7000/- and get any of the models as listed in the advertisement. When the complainant visited the retail store at Image, I world, Jumbo electronics, all at Gurgaon malls, they refused to exchange as per the offer. They said that it is only on iPhone 4. They said that we have an Email from Apple that it is only on iPhone4. The advertisement is misleading. The Advertiser was granted additional lead time to respond as per their request; However, in the absence of comments from the Advertiser by the due date post extension, the CCC concluded that the  advertisement contravened Chapter I.7 (c) of the Code (Non-fulfillment of advertised promise -Whether the Advertiser has taken prompt action to make good the deficiency to the consumer).  The complaint was upheld.

     

    Quit Smoking International Ltd: I Quit Smoking: The CCC concluded that the claims that the product ‘reduces the craving for nicotine and helps smokers by diminishing their desire to smoke’ were not substantiated with clinical study / data. The complaint was upheld.

     

    During the month of July, the CCC also received complaints against 11 other advertisements. The complaints were received against the advertisements of V-GUARD Industries Ltd: V-GUARD Invertors, Federal Brands Ltd: Live in Jeans, Godrej & Boyce Mfg Company Ltd: Godrej Air Conditioner, Reckitt Benckiser (India) Ltd: Durex Condoms, Swatantra Power Pvt Ltd: Helios Inverter Batteries & Ups, GlaxoSmithKline Consumer Healthcare Ltd.: Sensodyne Toothpaste, Mankind Pharma Limited: Manforce Condom Strawberry Flavor, Hyundai Motor India Limited: Hyundai i20: The ghost-buster, Hyundai Motor India Limited, Bharat Business Channel Limited: Videocon d2h, Bharti Airtel Ltd, Havells India Ltd: Havells Cable, Info Edge (India) Ltd, 123 Sesame Street Preschool, Tomtom India Ltd – Tomtom Via Series, Cadbury (India) Ltd – Bournvita, Star India P. Ltd. – Star Sports, Hindustan Unilever Ltd – Fair & Lovely Cream, Sony India – Sony Xperia Z Smart Phone, Bennett Coleman & Co Ltd – Maharashtra Times – growing premium Marathi daily, Vini Cosmetics Pvt. Ltd – White Tone Face Powder, Archies Perfumes, Lulu Australia, Kohinoor Business School, Dabur India Ltd – Dabur Red Toothpaste. However, as these advertisements did not contravene ASCI’s codes or guidelines, the complaints were not upheld.

     

  • The agency appoints Mehul Mehta as Group Business Director to spearhead vertical

    Avian Media launches financial communications practice

    By A Correspondent

     

    PR firm Avian Media has launched a specialized financial communications practice. It has appointed Mehul Mehta  as the Group Business Director to head the vertical.

     

    Nitin Mantri

    Said Nitin Mantri, CEO and Business Partner, Avian Media: “The setting up of a dedicated financial communications practice is a logical and strategic next step for us. The new initiative leverages Avian Media’s expertise and experience, including deep and varied industry knowledge, to offer clients innovative and result-oriented strategic communications campaigns. We are delighted to welcome Mehul on board to spearhead this exciting new vertical. His extensive experience in the IR and BFSI sector coupled with our experience in corporate PR, ideally positions this practice for growth and success.”

     

    A chartered accountant by qualification, Mr Mehta has worked with many communications firms in the recent past. He was last with Penn Schoen Berland, ValueSmith Consulting (which he founded), Adfactors PR and Tatva Public Relations.

     

    Commenting on his appointment, Mr Mehta, said, “I look forward to developing and growing Avian Media’s financial services offering. BFSI companies need fresh thinking and strategic counselling while communicating with different set of stakeholders. Building on from Avian Media’s extensive expertise across various sectors, through this new offering, we hope to bring clients, deep insights and result-oriented financial communications campaigns.”

     

  • In an attempt to get maximum bang for their bucks, brands have homed in on the bhog or prasad to be offered to the Goddess Durga

    Brands eye Durga Puja bhog to advertise products

    By Ratna Bhushan & Writankar Mukherjee

     

    Today’s bhog is sponsored by -, well, you can fill in the blanks with the sponsor of your choice. As the whiff of festivity gets thicker in the air, brands are out to get much more in-your-face. The past few years have seen Puja pandals being plastered with names of commercial backers.

     

    This time, more bullish to get the biggest bang for their bucks, they have homed in on the bhog or prasad to be offered to the Goddess Durga.

     

    Emami has tied up with more than 100 puja pandals at housing societies in Kolkata where its Healthy & Tasty edible oil will be used in cooking the bhog. The company will also package bhog for another 30 pujas that will be home-delivered in their respective localities with the package flaunting the brand name in big and bold. These twin initiatives will see the company reach out to a target base of more than one lakh people and help build the brand, said Aditya Agarwal, director of the Kolkata-based FMCG major.

     

    “It’s not that sales jump immediately, nor is it intended for that. But we expect to derive a long-term impact and build an emotional connect with consumers.” Dabur found a sweet spot in the fruits that are consumed the least in the spread of the bhog.

     

    The beverage and shampoo maker will serve 125-ml packs of its Real brand of fruit juice at the pandals.

     

    “During festivals, our food habits become unhealthy with higher intake of sweets and fried items,” said Praveen Jaipuriar, Dabur India category head for food. “Real attempts to bring in health during these times of festive binging.” Dabur has tied up with pandals across Delhi NCR and Kolkata for the Real juice promotion.

     

    Brands are bullish on the their new-found divine recipe for success but some experts find it too aggressive and caution that the companies may have a tightrope walk between branding and tradition.

     

    “Festivals in India have got highly commercialised and companies look to get value in return, but branding a bhog could be crossing the line,” said commentator and brand specialist Santosh Desai.

     

    It is, however, hard to make a distinction when old practices yield place to the new ones such as the quintessential mishti being replaced by chocolates. “It’s part of the process when rituals are being replaced by brands,” he said. Campaigns that are too obtrusive could lead to a backlash, warned an expert. “Some things are sacrosanct; they need to be kept that way. Overloading consumers with marketing may not necessarily work,” said consultant Harish Bijoor.

     

    Still, clever branding exercises can translate into goodwill and mileage. Months before the Durga Puja, consumer goods giant Hindustan Unilever had branded rotis at the Kumbh Mela this year. Each roti bore the message – Lifebuoy se haath dhoye kya?

     

    Fine dining chain Speciality Restaurants is sponsoring the prasad at seven of the biggest puja pandals in Mumbai, including that of Lokhandwala, besides the Kalibari puja in New Delhi. However, the company doesn’t intend to brand the bhog with any of the names of its restaurants.

     

    Speciality Restaurants CEO Anjan Chatterjee said he prefers not to brand the bhog because of the religious sentiments attached. “Instead, we get free space in these pujas where we put our restaurant stalls such as Oh! Calcutta, Mainland China, and banners, which is a big branding opportunity since some of these pujas receive footfalls of well over five lakhs every day,” he said. The more old-style forms of branding, including stalls, will still have a substantial presence, promoting products ranging from food and beverages to apparels, household products, insurance companies and even tyres and banks. Some traditions are worth keeping, it appears.

     

    With brands going gung-ho over the Durga Puja, there will be a first-of-its-kind decor for the deity at Kolkata’s Sreebhumi Sporting Club this year. Tanishq will adorn the Goddess with jewellery worth an estimated Rs 5 crore.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Companies like M&M, HUL, Godrej, Ford and Honda prefer start-ups over old agencies for digital ads

    Big spenders advertisers prefer start-ups for digital

     

    By Kala Vijayraghavan & Lijee Philip

     

    In September 2012, when Mahindra & Mahindra was preparing to launch its compact SUV Quanto, it overlooked its mainstream advertising agencies Interface and Lodestar, and went to Hungama, a boutique agency, for a digital ad campaign screened in malls. Hungama developed a technology where a consumer’s electronic car key started a Quanto ad on a computer screen, which went on to simulate a feel of the vehicle in typical weekend settings. The idea was to create a digital experience of the SUV and help the brand break out of the clutter in a competitive segment.

     

    “The response time for social media activities should be next to nothing,” says PN Shah, CEO, automotive, Mahindra & Mahindra, explaining why he preferred a specialised digital agency over tried-and-tested partners.

     

    “We need tailormade, online, onsite and on-time solutions that help us react and respond quickly.” Like M&M, top consumer companies, including HUL, Godrej Consumer, Ford and Honda, are now cold-shouldering their traditional ad agencies such as JWT, Dentsu, Mindshare, Interface, Lowe Lintas and Mudra to tap social media marketing agencies such as WATConsult, BCWebWise, Bloggers’ Mind, Blogworks, Digit9.0 and other such startups for their digital requirements.

     

    “Traditional agencies are not thinking digital adequately,” says Hemant Bakshi, executive director, home and personal care business, HUL. “They are creating digital as separate divisions. Digital has to be at the heart of the communication and not peripheral to it.”

     

    Counters Suman Srivastava, ex-CEO, Euro RSCG and founder of Marketing Unplugged, a marketing consulting company: “It is fashionable to blame agencies or say they tend to think in silos. But the fact is the traditional marketers themselves do not understand the medium.”

     

    HUL has worked with BCWebWise quite a bit ever since Chaaya Baradhwaaj, its founder and CEO, launched HUL’s Sunsilk Gang of Girls, an online social networking website built around its leading beauty shampoo brand in 2006.

     

    Youngsters, who embody the credo of the internet age of being ‘digital natives’, are now guiding companies in digital, which is emerging as a disruptive force in consumer marketing. “Our roots are in digital. We come with no baggage of other media,” says BCWebWise’s Ms Baradhwaaj. “The dynamics of the technology-driven medium, the interactivity it offers, and the fact that consumer pull by far supersedes brand push can be inherently understood if you have been eating, breathing, and living digital in your advertising/communication life.” Adds Sunil Kataria, chief marketing officer of Godrej Consumer Products: “Twenty-something youngsters are able to understand digital better as a disruptive force in consumer marketing. We are tapping such specialised agencies and startups.”

     

    Mainstream advertising agencies counter this, saying there’s no great work happening. “These are college kids charging a low fee from these companies to earn extra money,” says Partha Sinha, director Asia, Publicis, a large advertising agency.

     

    “None of our digital ads have even been shortlisted at Cannes.” According to Mr Sinha, companies have created a perception barrier, and themselves do not have the systems and skills to understand digital.

     

    “They are only doing basic maintenance work on social media,” he says. “The fact is, companies are not desperate on digital. They are still hung up on outdoor and television. The day companies get serious about social media internally is when they will find similar change in their advertising agencies.”

     

    HUL is integrating social media and mobile into the marketing of its brands at the planning stage itself. These were premium brands that have a high online audience such as Tresemme, Sunsilk, Lakme, Closeup and Surf. In the next two years, it expects to treble ad spends in online and digital, taking it to 10% of its overall ad spends.

     

    Similarly, Godrej Consumer opted to tap an integrated design company, Creativeland Asia, for its digital campaigns to relaunch its Cinthol brand (MakesMeAlive) and launch its air purifier brand, Aer (colouryourfriendsapp). “Social media cannot be just an appendage to your traditional medium,” says Mr Kataria. “We are a new breed of organisation that thinks from the society aspect and then fashions our campaigns, and not vice versa,” says Sajan Raj Kurup, founder and CEO, Creativeland Asia.

     

    Sourav Jain, a social media marketing specialist, feels traditional advertisers have a lot of catching up to do. “They do not understand the technicality of the process in social media,” he says. “Social media is not only effective, but is also relatively inexpensive. Here, one gets a chance to interact, and build relationship and reputation for their brands.” Admitting that big agencies took to digital with a lag, Arun Iyer, creative director at Lowe Lintas, says they are up to the task today. Like Mr Sinha of Publicis, even he sees it as a perception problem at the end of the companies.

     

    “Even when we make our presentation in the digital space, clients do take a look at it, but then chose a smaller specialist,” says Iyer. In the current context, smaller players are packing more punch. “They are far more specialised and are able to build expertise faster,” says Rajesh Lalwani, founder and principal of Blogworks, a Delhi-based social media agency. Its team of 28-30 people has worked for Harley Davidson and Ford Fiesta AT model.

     

    Mr Lalwani says that, for most auto companies, social media accounts for 10-20% of their marketing spends. “Bigger agencies seem indifferent to social media at this point of time since it is too small to interest them,” adds Jnaneswar Sen, senior vice-president (marketing and sales), Honda Cars India.

     

    Despite working with Soho Square (part of Ogilvy), Dentsu and Grey Worldwide, when it came to leveraging social media to launch Amaze, Honda selected Blazar, a small boutique advertiser. “They are managed largely by a younger team,” says Sen. “They clearly know what the young generation wants.” Adds Rajiv Dingra, CEO of Mumbaibased social media agency Wat Consult, which ran the social media campaign for the Mahindra two-wheeler Centuro and Ford: “Car buying is a high involvement purchase and social media helps to keep the buzz alive.” Dhingra feels this does not come naturally to large agencies. “They are unable to specialise and build depth. We were able to quickly foresee what the consumer wanted. ” Understanding feedback/data, and modifying plans quickly, is a challenge best handled by smaller players, according to Carlton D’silva, chief creative officer of Hungama Digital. “Most likely, larger ad agencies will acquire boutique agencies rather than developing capabilities from scratch.”

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The agency, which works mostly with public sector firms, has become the first advertising agency in the country to get listed

    Pressman Advertising gets listed in BSE & NSE

    By Shambhavi Anand

     

    Kolkata-based Pressman Advertising, which works mostly with public sector firms, has become the first advertising agency in the country to get listed. The agency got listed on both the National Stock Exchange and the Bombay Stock Exchange, under new rules that allow SMEs and startups to list without going through an initial public offering.

     

    “We have not listed ourselves to raise funds, but to open ways for future growth and strategic alliances,” said Navin Suchanti, director and promoter, Pressman Advertising. He said the agency has no immediate plans for any alliances. “Our intent is to be known for good corporate governance and transparency, which will pave way for future opportunities,” Mr Suchanti added.

     

    Pressman has a large basket of public sector clients and hopes that the transparency brought about by the listing will give it more credibility. It works with clients such as Bharat Sanchar Nigam (BSNL), Delhi Jal Board, Food Corporation of India, Maxwell Industries, Mother Dairy, National Disaster Management Authority, National Fertilizers, National Highways Authority of India, National Law School of India, NHPC and NTPC, to name a few.

     

    Pressman has around 100 employees, 55 of whom also hold stake in the company. The shareholder base stands at 22,000 post-listing. The agency, with offices in eleven cities, operates in four areas – advertising, public relations, digital and financial communications. It reported a net profit of 6.29 crore for the financial year ended March 2013, on sales of 43 crore.

     

    Pressman Advertising shares closed at Rs 12.50 on the NSE at close of trade on Thursday, putting the agency’s market cap at nearly Rs 30 crore.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish