MxMIndia

Category: ADVERTISING

  • A study undertaken by Prof. Kiran Thakur and Sagar Atre at the Pune-based FLAME School of Communication has revealed some interesting findings regarding the use of the digital medium by political parties

    Modi, AAP exploiting digital in run-up to the General Elections 2014

    By a correspondent

     

    Ask anybody what’s different about the General Elections 2014 and the topmost reply would be the way political parties have migrated to the medium of digital to deliver them a miracle of sorts. A study undertaken by Prof. Kiran Thakur and Sagar Atre at the Pune-based FLAME School of Communication has revealed some interesting findings regarding the use of the digital medium by political parties.

     

    The study notes that while the Bharatiya Janata Party (www.bjp.org) and the Congress (www.inc.in), the principal rivals in the Indian political arena, are neck-to-neck in the cyber race, the BJP’s prime ministerial candidate Narendra Modi is ahead in terms of exploiting social media when compared to Congress’ vice presidential candidate Rahul Gandhi.

     

    In fact, Modi is the most aggressive user of the website and social media registering about 10 million Facebook likes, 3.47 million Twitter followers and 126969 YouTube subscribers. In comparison, Rahul Gandhi does not even have a Twitter, Facebook or YouTube account.

     

    The new entrant, Aam Aadmi Party (http://www.aamaadmiparty.org/), however, has stolen a march over all the six national parties in effectively exploiting websites and social media in the Lok Sabha election campaign.

     

    Political Party Website URL Facebook likes Twitter followers YouTube subscribers
    Bharatiya Janata Party www.bjp.org 2,544,235 375000 44500
    Indian National Congress www.inc.in 2,021,253 135000 5117
    Nationalist Congress Party http://www.ncp.org.in/ 208,808 12700 142
    Aam Aadmi Party www.aamaadmiparty.org/ 1,670,036 538000 40845
    CPI(M) http://www.cpim.org/ No official page 1574 55
    CPI http://www.communistparty.in/) No official page No official page No official page
    BSP http://www.bspindia.org/ 4909 364 10

     

    The study further notes that the websites of the BJP, Congress, Nationalist Congress Party, CPI, CPI (M) and Bahujan Samaj Party do not mention anything about the sources of their funding. The data of their websites and social media was recorded as part of a study on March 6, 2014, when the Election Commission of India announced the schedule for Lok Sabha poll.

     

    Though the BJP has a provision for online donation, the Congress expects its well wishers to write a cheque and send it to party headquarters in Delhi via a courier or through snail mail. The NCP, CPI (M), CPI, and BSP do not even appeal to the people for donations.  Only the AAP has an elaborate system to receive online donations, deliver online receipts and compute the data with names and addresses of donors.

     

    Of these parties only the CPI (M) informed the people how they spent its funds last year. It has put up an audited statement of the party accounts for the year 2013.

     

    The study further notes that the websites of BJP, Congress, NCP, and AAP are updated every day, sometimes several times in a day. These four parties have used these websites as platforms to inform, and educate the people on the topical issues, and stands of the respective organization on these issues.

     

    However, no party has ever mentioned anything about their electoral alliances and has explained why they had to enter into alliance in the past or for coming election. They do not have even a formal appeal to voters to vote for their allies.

     

    No party was able to upload its manifesto until the day the election dates were announced, because this important document was not ready for any of the six national parties. However, AAP has a unique feature. Its website mentions important issues of 70 constituencies in which its candidates will contest and how they will take these up.

     

    The FLAME School of Communication has planned to monitor these websites until the election results of all the constituencies are announced.

     

  • CNN International's Delhi-based correspondent Sumnima Udas has been awarded 'Journalist of the Year' at the inaugural Women's Empowerment (WE) Journalism Awards

    CNN’s Sumnima bags inaugural Women’s Empowerment Journalism Award

    By a correspondent

     

    CNN International’s Delhi-based correspondent Sumnima Udas has been awarded ‘Journalist of the Year’ at the inaugural Women’s Empowerment (WE) Journalism Awards for her sensitive and incisive reporting on gender issues including the December 2012 New Delhi gang-rape, the plight of acid attack victims in India and the courageous stance taken by young Indian women, fighting back to ensure the safety of women in their neighbourhoods.

     

    The Awards held in Singapore, honour outstanding achievements in reporting on women’s issues. Udas’ work was recognised amongst entries by distinguished journalists across Asia Pacific including Australia, Cambodia, China, India, Indonesia, Korea, Malaysia, Philippines, Singapore, Thailand, and Vietnam.

     

    Udas reported extensively on the aftermath of the December 2012 Delhi gang rape, explaining how the crime shook the nation and prompted a landmark change in how society handles violence against women. Her almost year-long reporting culminated in the documentary film ‘Nirbhaya: The Fearless One’ which featured in-depth interviews with the victim’s parents, who movingly reveal how their daughter was the pillar of strength for the family. Her reporting on related gender issues also featured first-hand interviews with Indian women on the streets, shedding insights onto the vulnerability of sexually abused women, victims of acid attacks and the horrific practice of female feticide in parts of India. She has also chronicled the courageous story of a group of brave adolescent women who have banded together to form ‘Red Brigades’, acting as foot patrols to increase the safety of females in their neighbourhood.

     

  • BBH India is Viber's first creative agency and they will be in-charge of developing the brand architecture and positioning for the brand

    Viber India hands BBH its creative biz

    By a correspondent

     

    Following a multi agency pitch, Viber has awarded BBH India its creative mandate for the India business. Viber is one of the largest global free mobile calling and messaging apps. It has other features like sharing videos, photos, messaging using stickers, doodle a message and more. Viber is growing steadily and has a subscriber base of 300 million registered users globally, of which 16 million are from India.

     

    BBH India is Viber’s first creative agency and they will be in-charge of developing the brand architecture and positioning for the brand. And will be rolling out engagement modules across traditional and new age platforms that are consumer focused.

     

    On choosing BBH India as their creative partner Anubhav Nayyar, Country Head, Viber India said, “Viber as a brand has been growing rapidly, especially over the last six months in India. We were looking at a creative partner that understands this category and is disruptive in their thinking. After evaluating a number of agencies, we believed BBH India had the best understanding of our requirements and was therefore the preferred choice.”

     

    On the win Sanjay Sharma, Head Planning, BBH India said, “IM apps are increasingly becoming the most important aspect of a mobile phone and this is creating a lot of energy in this category. We are very happy to partner Viber and look forward to create some exciting work.”

     

    On the pitch, Russell Barrett, CCO and Managing Partner BBH said, “When you have fun, it reflects in the work. And we had a blast on the Viber pitch. The trick is to keep having fun as we go on to create the work that a global, dynamic, exciting brand like Viber needs.”

     

  • Effective 4.30 pm IST, 10th March 2014, the global network will be called FCB

    Drafting its way to FCB

    By a correspondent

     

    The wheels were set in motion about six months ago when after becoming Global CEO of Draftfcb, Carter Murray announced a change in name to FCB (Foote, Cone & Belding). Now effective 4.30 pm IST, 10th March 2014, the global network will be called FCB.

     

    The India operation will be called FCBUlka Advertising Pvt. Ltd. and will incorporate new changes in its identity including a new logo. The colors in the logo have been drawn from the colors of the flags of the world, symbolizing the heritage, equity and flavor of the local advertising company and the wide network reach. The diagonal line through the letter B and the letter U of Ulka signifies the importance of the local brand name alongside the global name.

     

    Commenting on the new brand name and identity, Nagesh Alai, Group Chairman, FCBUlka said “FCB has a tremendous 140 years equity globally and in India Ulka has a 50 years plus great heritage. FCBUlka will continue to deliver on the integrated offering to its clients and stay focused on what it has been doing over the years – Making Brands Famous and Making Clients Rich.”

     

    Commenting on the new change in the identity, Murray said, “I believe it’s a really great time for FCB. We have terrific talent and some early momentum. There’s a lot of potential here and I’m excited for our future.”

     

  • Procter & Gamble and Coca-Cola are considering launching video channels over mobile phones to deliver branded content and advertisements directly to consumers in India

    Watch out, TVwallahs. P&G, Coke eyeing mobile video streaming for effective & cheaper advertising

    By Deepali Gupta

     

    Procter & Gamble and Coca-Cola are considering launching video channels over mobile phones to deliver branded content and advertisements directly to consumers in India, because it is cheaper than running ads on television and easier to measure the impact. The launch of third- and fourth generation mobile technology is making this possible and more affordable for advertisers, allowing them to sidestep, at least partially, the traditional mass media.

     

    Airing ads over telecommunication networks will also allow the companies to know who is watching their ads, something that is difficult to measure in TV advertisements.

     

    P&G and Coca-Cola, two of the biggest advertisers globally, are in preliminary discussions with India’s top telecom operators to start their own streaming video channels which consumers could access free of charge, three people familiar with the talks said. Another executive at one of the two consumer-goods companies said it was too early to say if his company would launch such a channel. “We have just had a meeting with the telecom operators, that’s it. There is no way to say whether this will happen or if it does when,” this person said.

     

    Initially, the brands may make their programmes available to customers of the nation’s top two mobile operators, Bharti Airtel and Vodafone India, that roughly account for 60 per cent of the subscribers across India, said one of the three people cited above. Bharti Airtel and Vodafone did not respond to emails seeking comment. P&G and Coca-Cola declined to comment.

     

    The talks come close on the heels of Hindustan Unilever launching a dedicated radio station on mobile phone in Bihar which has already acquired more than five million subscribers. P&G and Coca-Cola are also encouraged by the response to their existing online video content.

     

    Beverages-maker Coca-Cola has branded content such as the Coke Studio musical performance which receives lot of hits on You Tube, one of the people said. “We can push that content to users on their mobile phones,” this person said, adding that the channels would also carry company or brand logo through all shows which will be interspersed with advertisements. “It is cheaper than running campaigns on national television.”

     

    There is huge demand for mobile video content. Bharti Airtel’s Re 1 per video offer had 22 million hits within the first two months of its launch in May 2013, with nearly a quarter of them by first-time data users, according to data released by the company. Much of the content was Bollywood or fashion. As much as 80 per cent of that was accessed on feature phones – phones that can access Internet but are cheaper than smartphones – and nearly half in rural, content-starved markets. “Now imagine this is free to access,” said one of them, referring to the video channels these companies are considering. “I think there would be much more viewership.”

     

    However, the concept is still in its inception, added another. It involves a content aggregator creating the channel, the brand buying bulk data and an operator pushing the site to data-enabled phones. Offering this service requires the operator to enable data connections also on phones that don’t subscribe to data service and allow free connectivity as long as the device accesses merely the streaming channel.

     

    For telecom operators, offering free programmes will likely help attract voice consumers to data, and once they get hooked, the companies can sell services outside the free channel. According to analyst estimates, India has around 400 million phones that can use Internet or data services, such as viewing streaming video. However, only around 140 million actively connect to the Internet.

     

    Smartphone maker BlackBerry too has spoken of monetising its dedicated channels that brands like Café Coffee Day, Mercedes-Benz and even some political parties such as the Bharatiya Janata Party and Aam Aadmi Party use to connect with Blackberry Messenger customers. The channels started by the brands involve posting text and pictures that are shared by followers accumulated through invites.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The campaign features a 360-degree multimedia integration of TV commercial, radio, cinema, print, innovative outdoor, events, promotions and digital platforms

    Bata goes ‘waist down’ with its new TVC

    By a correspondent

     

    Leading footwear retailer and manufacturer Bata announced the launch of its new Spring Summer’14 marketing campaign for its entire range of footwear, accessories, bags and glasses. The campaign features a 360-degree multimedia integration of TV commercial, radio, cinema, print, innovative outdoor, events, promotions and digital platforms.

     

    The TV commercial has been innovatively shot to capture slice-of-life situations in the lives of people through a literal focus on the footwear. The film uses a unique technique of following those real life moments by showing the action only from knee down. The situations captured include from the nervous to the dramatic to the adventurous, including a group of students eagerly looking at their exam results, colleagues watching a cricket match in office and a group of young girls enjoying their ‘day out.’ The film also showcases all the leading brands in their latest styles from Bata in an aspirational way. Shot in a contemporary manner and stitched together using fast-paced music, the film reiterates the brand’s presence in the lives of individuals, cutting across the barriers of age, a necessity considering the eclectic portfolio of Bata.

     

    The campaign is yet another remarkable milestone in Bata’s journey of symbolizing that shoes can be lifestyle led, young, vibrant and yet comfortable. The campaign’s “waist down” TVC treatment captures how the shoe line’s range covers the gamut of shoes from business indoors to comfortable outdoors.

     

    Sumit Kumar, Vice President and Head of Marketing and Customer Service, Bata India said, “Drawing on our vast experience and understanding of the Indian consumer, we have designed our latest 360-degree marketing campaign to appeal to the sensibilities of the Indian consumer across age groups and demographic profiles. We have a fantastic range of stylish, on-trend and contemporary products that will appeal not only to our loyal customers but also to a wider audience. We intend to communicate the brand as aspirational and yet comfortable. We are continuing our external marketing journey with fabulous in-store environment featuring our new global concept stores to make shopping a pleasurable experience for our customers.”

     

    Sonal Dabral
    Sonal Dabral

    Sonal Dabral, Chairman & CCO, DDB Mudra Group said, “A whole generation of Indians have grown up with Bata and it’s an inseparable part of everyone’s growing up memories. The strategy and the idea behind the new campaign is to build on this equity and to also help the brand make a fresh connect with the youth. I am really excited for the TVC we have worked on. A story told by the stylish Bata shoes themselves which I’m sure will do its bit in helping make this iconic brand a vibrant and colourful brand of today transforming it from just a shoe to a destination where life meets style.”

     

  • JWT has announced a yearlong program of innovative events and activations to highlight its pioneering spirit and rich history around the world

    JWT – celebrations unlimited @ 150

    By a correspondent

     

    150 years is a long time and surviving the market odds and dishing out consistent growth performances year-on-year is indeed an achievement in itself. As part of its 150th anniversary, advertising hotshop JWT has announced a yearlong program of innovative events and activations to highlight its pioneering spirit and rich history around the world.

     

    “JWT’s 150th is much more than just a birthday. This is a platform to galvanize our employees around our pioneering roots and spirit of inventiveness, and to share our mission with our clients and the world,” said Chairman and CEO Bob Jeffrey.

     

    “Every day is an opportunity to reinvent tomorrow, and together with our pioneering clients, we will continue to seize that opportunity for the next 150 years,” added Jeffrey.

     

    To kick off the anniversary celebrations, the agency unveiled a commemorative logo that revives the original historical mark from JWT’s earliest visual branding: the Owl and the Lamp. The owl, long a symbol of wisdom in many cultures, and the lamp, an emblem of light and clarity of vision, together symbolize that experience and knowledge lead to success.

     

    Additional 150th celebrations that will take place throughout the year include the commodore challenge – an internal contest in search of the three most pioneering ideas for the world, with cash prizes; Cannes seminar on pioneering and innovation; pioneering Influencer Series with clients, alumni and industry icons; Helen Lansdowne Resor Scholarship for female creatives; interactive historical timeline; historical content series highlighting JWT’s first and best stories from around the world and the JWT Intelligence 150th Initiative.

     

    Over the decades, JWT has maintained a number of the industry’s longest-standing client relationships including: Unilever (109 years), Kimberly-Clark (84), Nestlé (81), Kellogg’s (80), Rolex (68), Ford (67), U.S. Marines (66), Johnson & Johnson (51) and Shell (49).

     

    In celebrating the agency’s rich history of pioneering, JWT drives forward in its mission and vision for the future to invent pioneering ideas that people want to participate in and spend time with.

     

    “It is an honor to join JWT during such a momentous time. This is an agency with pioneering DNA – the brand, the clients and the people,” said Gustavo Martinez, Global President for JWT Worldwide. He added, “Our strategy for growth in the year ahead as a company will also draw its strength from our spirit of pioneering.”

     

    From hiring the first female creative director and pioneering magazine advertising to being the first agency to expand overseas and the first to send a Kit Kat into space, JWT has pioneered in the world of advertising with groundbreaking ideas that are bold and engaging, and introduced many of the world’s most memorable communications.

     

    In 2013, JWT’s innovative work won a number of accolades at global awards shows including the preeminent Cannes Lions International Festival of Creativity. JWT’s “Fakka” for Vodafone brought home numerous awards, including a gold lion and was also the most awarded piece of strategic work in the industry last year. Additional award-winning campaigns were JWT Beijing’s “Missing Children” app for Baobeihuijia.com and JWT New York’s “Yes, Virginia the Musical” for Macy’s.

     

    In 2014, JWT will continue to reinvent and bolster its digital capabilities. Actively managing digital change, JWT touts more than 2,000 nontraditional specialists dedicated to delivering digital work for clients. The agency will continue to acquire pure-play digital agencies, with a special focus on emerging markets – recent acquisitions include Thomas Idea in Thailand, Post Visual in South Korea, Designercity in Hong Kong and Lemon Sky in Poland – while expanding existing digital networks.

     

    New business growth is an important signal of JWT’s contemporary relevance, as it often involves attracting clients from newer industries. The agency was recently named global agency of record for PUMA, confirming JWT’s credibility in the booming sectors of sport and fashion. Other new business wins included Energizer personal care brands, Air Canada and The Singapore Tourism Board.

     

  • The entire Skybags film is about people wearing backpacks walking or doing things backwards

    AdStrat: Making ‘back the new front’

    Brand Name: Skybags

     

    Campaign Name: Back is the new front

     

    Ad brief: Launch of new range of backpacks for 16 to 25 yrs TG with a shift in imagery from being a luggage brand to a style companion. John Abraham continues to be the brand ambassador.

     

    The Insight

    Everybody likes to show their stylish side first.

     

    Description of the TVC

    The entire film is about people wearing backpacks walking or doing things backwards. John is amused as to why they are walking backwards when in the end he realizes that the backpacks look so stylish that people show their backs first and hence ‘back is the new front’.

     

    Client speak: Sudip Ghose, VP – Marketing, VIP Industries

    “There is a definite gap in the market for stylish backpacks. Most professional bags are either black or boring. Skybags, being a stylish bags brand now introduces new ‘styling’ backpacks for the city youth. The new collection is high on style, with interesting play of style and colours, designed to meet daily travel need of college goers and young professionals. We have also introduced first time in India, polycarbonate hybrid backpack, taking style to next level.”

     

    Creative speak: Rahul Nangia, Chief Creative Officer, West & South, L&K Saatchi & Saatchi

    “The intent is to make backpacks a style accessory. Which is why, we placed Skybags in a world where everyone puts their backs in front. And John is the odd man out, who is not in on the secret yet. It was an exciting film shoot and the director Anupam Mishra has brought a fresh look to it”.

     

    Credits:

    • Creative Agency: L&K Saatchi & Saatchi
    • Creative Team: Rahul Nangia, Amit Acharekar, Pradeep Yeragi
    • Account Management: Debarjyo Nandi, Shazin Motorwala
    • Film Director: Anupam Mishra
    • Production House: Crazyfew Films
    • Producers: Urfi Kazmi, Viraj Gawas
    • Other media: Digital, Print, POS
  • Call for entries open on March 20 with the judging to happen in mid-May

    It’s here. Kyoorius Ad Awards on June 12

     

    By A Correspondent

     

    Kyoorius, a not-for-profit initiative by Transasia Fine Papers and D&AD have unveiled details of the Kyoorius Advertising Awards to be held on June 12 in Mumbai.

     

    Rajesh Kejriwal

    Announcing this to the media and later a select group of industry captains, Rajesh Kejriwal, Founder CEO, Kyoorius and Tim Lindsay, CEO, D&AD underscored the emphasis to ‘merit’ at the inaugural edition. “We will only award work that is worthy of the award. No matter how big the brand, or how small the names behind it and how wide the media reach is or the number of re-tweets, the ultimate goal is to create outstanding work that works,” said Kejriwal. The Kyoorius Awards will have no winning tier structure - no gold, silver or bronze, and it is the jury’s prerogative to award one or multiple entries in any one category, whereas none in another, if entries are not up to the mark. The Award to be given away to each winner is called the ‘Blue Elephant’ while the ‘Best of Show’ will be the ‘Black Elephant’.

     

     
    Tim Lindsay

    According to Lindsay, who has had experience of overseeing the Indian operations of Lowe when he worked with the agency network, D&AD has big plans for India. “We have expanded the awards to include advertising and digital alongside the existing design and student categories. Moreover, our’s is a not-for-profit initiative and through the Kyoorius Awards, we will plough back all our profits to the industry and the talent here,” he said.

     

    For the advertising awards, international jury members include Rosie Arnold – Deputy Executive Creative Director, BBH, as Jury Foreman, accompanied by Graham Kelly – Regional Executive Creative Director, Isobar, and Woon Siew Hoh – Regional Executive Creative Director, Hakuhudo. From India, jury members include Abhijit Avasthi – Executive Creative Director, Ogilvy & Mather, Agnello Dias – Chairman & Co-Founder, Taproot India, Senthil Kumar – National Creative Director, JWT, and Sonal Dabral – Chairman & Chief Creative Officer, DBB Mudra Group with more to be added soon.

     

    The entries will be accepted from March 20 onwards and the deadline for entries is April 21 with April 28 being the last date for postal entries. While the first round of judging will be done online, the entiry jury will assemble in Delhi in May 2014 over three or more days to select the winners from the shortlists.

     

    Meanwhile, the Abby Awards which will be held from May 29-31 has not yet announced its jury presidents or call for entries.

     

     

     

  • The juries for Titanium and Integrated, Press, Outdoor, Radio and Film Craft categories are announced

    Tista Sen, Malvika Mehra, Tapas Sen & Abhijit Chaudhuri join Prasoon Joshi in first list of Cannes Lions jury

    By A Correspondent

     

    Tista Sen, Malvika Mehra, Tapas Sen and Abhijit Chaudhuri join Prasoon Joshi in the first list of Cannes Lions jury announced yesterday. While Mr Joshi is Jury President of the coveted Titanium and Integrated category (as announced earlier), Ms Mehra will be adjudicate in the Press category, Ms Sen in Outdoor, Mr (Tapas) Sen in Radio and Mr Chaudhuri in Film Craft.

     

    Commenting on this year’s jury line-up, Philip Thomas, CEO of Lions Festivals says, “We are delighted to welcome this group of high calibre professionals to judge entries and award creative excellence in their respective categories. Every year the outcome of the judging process at Cannes Lions sets new benchmarks in creative communications for the global industry. By pulling together this collection of leading names we can expect the outcome of the jury’s deliberations to continue to achieve this.”

     

    The entire list of the juries for the five categories is as follows:

     

    Titanium & Integrated

     

    Prasoon Joshi, Chairman, CEO and Chief Creative Officer, India & South Asia, McCann Worldgroup – Jury President

    Alexandre Herv̩, Vice President РExecutive Creative Director, DDB Paris, France
    Anselmo Ramos, Founder, David, Brazil
    Gaston Legorburu, Worldwide Chief Creative Officer, SapientNitro, Global
    Jacki Kelley, CEO North America & President, Global Clients, IPG Mediabrands, Global
    Katrien Bottez, Executive Creative Director, Duval Guillaume, Belgium
    Kentaro Kimura, Co-CEO, Executive Creative Director, Hakuhodo Kettle, Japan
    Kevin Brady, Executive Creative Director, Droga5, USA
    Steve Vranakis, Executive Creative Director, Google Creative Lab, UK
    Tor Mhyren, President/Worldwide Chief Creative Officer, Grey, Global

     

    Press

     

    R̩mi Babinet, Founder and Creative Director, BETC, France РJury President

    Alvin Lim, Group Creative Director, Draftfcb, China
    Damisa Ongsiriwattana, Creative Director, JWT Bangkok, Thailand
    Damon Stapleton, Executive Creative Director, Saatchi & Saatchi, Australia
    Danilo Boer, VP Senior Creative Director, BBDO New York, USA
    Darren Bailes, Executive Creative Director, VCCP, UK
    Fernando Tchechenistky, Executive Creative Director, DDB, Argentina
    Gabriel Roman, President/General Creative Director, Lowe Ginkgo, Uruguay
    Götz Ulmer, Executive Creative Officer, Jung von Matt/Alster, Germany
    Juan Silva, Executive Creative Director, Shackleton, Spain
    Kalpesh Patankar, Creative Director, Y&R Dubai, UAE
    Leslie Sims, Executive Creative Director, McCann NY, USA
    Malvika Mehra, National Creative Director & Executive Vice President, Grey Worldwide, India
    Marcelo Reis, Creative VP and Partner, Leo Burnett Tailor Made, Brazil
    Mariana O’Kelly, Joint Executive Creative Director, Ogilvy & Mather, South Africa
    Maurice Wee, Creative Director, Bartle Bogle Hegarty, Singapore
    Nuno Jerónimo, Partner & Creative Director, O Escritório, Portugal
    Volkan Karakasoglu, Creative Director, TBWA\Istanbul, Turkey

     

    Outdoor

     

    Jose Miguel Sokoloff, President, Lowe Global Creative Council & Co Chairman and CCO Lowe SSP3 Colombia – Jury President

    Alemsah Ozturk, Chief Happiness Officer, 41? 29!, Turkey
    Brett Morris, Chief Executive Officer & Chief Creative Officer, Draftfcb, South Africa
    Cristina Tin Sanchez, Executive Creative Director, BBDO Guerrero, The Philippines
    Darren Spiller, Executive Creative Director, DDB Group Melbourne, Australia
    Eugene Cheong, Chief Creative Officer, Asia Pacific, Ogilvy & Mather Asia Pacific, Singapore
    Gigi Lee, Executive Creative Director, Y&R Malaysia, Malaysia
    Gonzalo Ricca, Executive Creative Director, DON, Argentina
    Jeff Kling, Chief Creative Officer, Fallon Worldwide, USA
    José Valdir Bianchi, Art Director, Agência Mood, Brazil
    Juan Sanchez, Chief Creative Officer, TBWA\España, Spain
    Keiichi Higuchi, Creative Director, Dentsu, Japan
    Kevin Lee, Executive Creative Director/Partner, Leagas Delaney, China
    Luis Elizalde, Executive VP Chief Creative Officer, Saatchi & Saatchi, Mexico
    Matthieu Elkaim, Executive Creative Director, CLM BBDO, France
    Stefan Kolle, Founder and Chief Creative Officer, Kolle Rebbe, Germany
    Tista Sen, National Creative Director & Senior Vice President, JWT India, India
    Vicki Maguire, Deputy Executive Creative Director, Grey London, UK

     

    Radio

     

    Tony Hertz, Owner & Creative Director, Tony Hertz: Radio & Brand Sound, The Philippines – Jury President

    Danny Searle, Chief Creative Office/Vice Chairman BBDO Asia, BBDO, Singapore
    Emma Eriksson, Creative/Partner, Le Bureau, Sweden
    Felipe Luchi, Creative Vice-President, Lew’Lara\TBWA, Brazil
    Jan Leube, Chief Creative Officer, Y&R, Germany
    Josh Rabinowitz, EVP/Director of Music, Grey Group, USA
    Max König, Creative Director, Simple, Chile
    Raf Debraekeleer, Producer – Director, Cobra Radio Brewery, Belgium
    Rafael Arnau, Producer, Composer, Sound designer, Rafael Arnau Freelance, Spain
    Shane Bradnick, Executive Creative Director, DDB, New Zealand
    Simon Blaxland, Owner, Blazland Productions, UK
    Tapas Sen, Chief Programming CrOfficer, Radio Mirchi, Entertainment Network, India
    Tom Eymundson, Partner, Director, Pirate Group, Canada
    Vanessa Pearson, Executive Creative Director, House of Brave, South Africa
    Victoria Marie Evensen, Copywriter, Dinamo, Norway
    Vince Lagana, Creative Director, Leo Burnett Sydney, Australia

     

    Film Craft

     

    Brian Carmody, Co-Founder, Smuggler, USA – Jury President

    Abhijit Chaudhuri, Director, Q.E.D. Films, India
    Augusto Gimenez Zapiola, Director, Argentinacine, Argentina
    Corey Esse, Managing Director/Executive Producer, Exit Films, Australia
    Felipe Vellasco, Director, Sentimental Filme, Brazil
    Jenny Gadd, Head of Integrated Production, Johannes Leonardo, USA
    Kerstin Heffels, Producer, Heimat, Germany
    Martin Loraine, Deputy ECD, AMV BBDO, UK
    Pia Dueholm, Executive Agency Producer, INGO Stockholm, Sweden
    Roel Welling, Director, Wefilm, The Netherlands
    Thierry Buriez, Creative Director, Being, France

     

    With the introduction of the new Product Design category, a total of 17 juries will be judging in Cannes this year. Members of the remaining 12 juries will be announced shortly. Cannes Lions, the world’s leading celebration of creativity in brand communications, will take place 15-21 June at the Palais des Festivals in Cannes, France. For information on how to enter work, or register to attend, please visit www.canneslions.com.

     

  • Move over, Bollwood. Big Bazaar is going to spend Rs 120 crore around 52 TVCs over 52 weeks

    And now the Sau Crore ad campaign

    The Big Bazaar and DDB Mudra teams while announcing the campaign to the media. Sonal Dabral was travelling

     

     

    By A Correspondent

     

    If their offices aren’t buzzing with business cards from television adsales folk, they will do so now. Future Group’s Big Bazaar and its Media AOR Allied Media (of the Percept group) will see budgets for television adspends zooming from 10 to 40 percent. Printwallahs needn’t despair: while the allocation will go down from the current 70 taka to 40, in value terms the moolah isn’t going to go down.

     

    The purse of Rs 200 crore on adspends is going to expand by another Rs 75 crore. Rs 100 crore is going to be spent on the TVCs alone, with another Rs 20 crore on allied activities around the expanded purse of Rs 275 crore now earmarked for TVCs.

     

    Inspired by Swedish homestore Ikea’s 365 ads in 365 days campaign, the Big Bazaar bosses commissioned its creative agency DDB Mudra to craft a strategy which the agency’s Group CEO and Managing Director Madhukar Kamath says is the biggest ever marketing campaign he has seen in his near four-decade-long career. “We were commissioned five weeks back, and produced the commercial within days,” said Kamath.

     

    For Future Group CEO Kishore Biyani, the attempt is to adapt to changing times. He isn’t fazed by the extra marketing spends with Rs 120 crore on this year-long blitz. “The increase in sales will take care of the enhanced spends,” he told MxMIndia. Added Sandeep Tarkas, President, Customer Strategy (Future Group) and CEO (Future Media): “We hope to see sales grow by 20 per cent on the back of this campaign.” Until now, the hypermart thinktank’s strategy has been on tactical advertising, but this 52-TVC campaign which goes on air on March 24 takes one product every week from Big Bazaar and through them demonstrate how these products are making the lives of Indians more beautiful. The campaign will be backed by outdoor, radio and in-store visual merchandising. Print will not be a part of the campaign, though.

     

    Each TVC is a light-hearted commentary on the changes that are happening in Indian society, and make for interesting stories of the role that products play in making people’s life more beautiful and enriching. Added SonalDabral, Chairman & CCO, DDB Mudra Group: “In terms of tonality, we have kept it real because that’s the voice of Big Bazaar. These are not ad films they are closely observed 52 sparkling stories of the small changes Big Bazaar and its products are bringing to everyday India.”

     

    Added Mr Kamath: “It is a unique, never done before and a brave campaign which can only come from a leader like Big Bazaar. The brand has been at the forefront of innovation and leading change. This campaign redefines the step-change that Big Bazaar is making in its relationship with its current and prospective shoppers. It will further establish Big Bazaar as a company that sells products which enable and inspire every Indian to make their world look beautiful on the outside, as well as on the inside.”

     

  • The fashion portal has got the two top agencies to spearhead a marketing strategy in order to maintain its leading position in apparel retail

    Myntra hopes to maintain high with Lowe & Ogilvy in tow

    By Radhika P Nair

     

    Myntra, a fashion portal, has roped in advertising agencies Lowe Lintas and Partners and Ogilvy India Worldwide to spearhead its marketing strategy in a bid to maintain its leading position as an online apparel retailer.

     

    The Bengaluru-based company will also create separate brand identities for a few of its in-house labels that it plans to sell on other portals and offline stores, as these will provide higher margins. While Ogilvy will focus on the private-label branding, Lowe will handle the overall strategy for Myntra.

     

    Companies such as Flipkart and Myntra are vying for a pie of an overall online retail industry worth more than $3 billion ( 18,000 crore). Lifestyle, including fashion, accounted for 35% of the industry. Myntra aims to be a 10,000-crore firm in the next three to four years and is targeting 1,500 crore in sales during the next fiscal year.

     

    “A couple of our private labels have become quite large and we will now create a brand identity for them beyond Myntra,” said Vikas Ahuja, Myntra’s chief marketing officer. “They will also be available in other online and offline stores by end of the year.” Some of the private labels in the company’s stable have the potential to become a 500-crore brand in two years, Mr Ahuja said.

     

    The company is also finalising kidswear and men’s formalwear ranges to be unveiled in the coming months. A private label is a range of products manufactured and sold by a multi-brand retailer. While third-party apparel brands provide margins of between 30% and 40%, in-house labels can provide over 60%.

     

    Mr Ahuja said the appointment of the two agencies was the next step in the company’s journey. “Our objective is to be the largest and preferred fashion destination in the country. Brand communication is almost as important as the products on offer,” said Mr Ahuja, who was Nestle India’s country business manager til last year.

     

    Online retail market leader Flipkart, on the other hand, has so far used a little known Bengaluru-based agency, Happy Creative Services, which came up with the retailer’s distinctive kids-masquerading-as-adults ads.

     

    Lowe’s recent ads include the one for Tanishq which was scripted around the topic of remarriage and the series of Micromax ads featuring Hollywood actor Hugh Jackman.

     

    While Myntra and the agency did not go into specifics of the marketing strategy, G V Krishnan, Lowe’s executive director, said the focus will be on creating a ‘fandom’ for Myntra. “We want to make the brand endearing, aspirational and yet inclusive to all its consumers.”

     

    Myntra’s Mr Ahuja said the company is still finalising the private labels around which they will announce specific marketing campaigns. The firm, which raised $50 million (over Rs 300 crore) earlier this year, has a range of western casual wear labels for men and women and an ethnic wear label for women.

     

    Poran Malani, president at Ogilvy India Worldwide, said Myntra was “forging the New Digital India.”

     

    It makes business sense for Myntra to create specific campaigns around their successful labels, Aashish Bhinde, executive director at financial services firm Avendus Capital, said. “The idea is to bring in higher margins and they will keep introducing private labels for that.”

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish