MxMIndia

Category: ADVERTISING

  • Celebrating the best of time keeping, the fifth edition brings top watch brands, glitterati and mesmerizing performance to create the biggest celebration of horology ever

    Fifth edition of Chitralekha’s Watch World Awards held in Gurgaon

    By A Correspondent

     

    Watch World from the Chitralekha Group hosted the fifth edition of the definitive roll-call show in the world of horology – The Watch World Awards recently. Hosted at The Westin, Gurgaon, in presence of luminary guests from a cross-section of the society, the awards saw eclectic watch brands winning commendations across 10 product and six market categories. These top brands were adjudged by acclaimed jurists including Antoine Simonin, Neeraj Pandey, Raghavendra Rathore and Adhiraj Singh who unanimously adjudged CARTIER Rotonde de Cartier Astrocalendaire as the ‘Watch of the Year 2014’.

     

    The event saw attendance by eclectic timekeeping brands vying for the top awards. The winners in the Marketing categories included SEIKO for their Kolkata Knight Riders IPL Campaign bagging the ‘Best Marketing Campaign in Print’ award and TITAN Edge and XYLYS picking up the award for ‘Best Marketing Campaigns on Television’. BREITLING New Bond Street, London picked the ‘Best Boutique’ award, while HUBLOT FIFA 2014 and IWC Mercedes AMG Petronas partnership was adjudicated as the ‘Best Integrated Marketing Campaign’.

     

    Mitrajit Bhattacharya

    Mitrajit Bhattacharya, President & Publisher, Chitralekha Group & Creator of Watch World Awards said, “Watch World Awards has reached a stature which the watch industry looks upto. The list of marquee brands and participating product line-up continues to grow reiterating the importance of the platform. To match the incredible watches we once again had put up an incredible jury comprising the best from across watch making, designing, sports, creative and marketing. No wonder the watches which come through this tough jury and emerge victorious stand for the best in timekeeping.”

     

  • The film captures various people in prayer, in temples, at home, in meditation, in celebration

    RK Swamy BBDO executes campaign for Mangaldeep Agarbattis

    By A Correspondent

     

    Campaign Name – Mangaldeep- India in Prayer

    Client / Brand Name – ITC, Mangaldeep Agarbattis

    Creative Agency – RK Swamy BBDO, Chennai

     

    Brief: The film is a montage that captures the transformation of agitated prayer into a moment of quiet and serene divine connect. It opens with a babel of anxious prayers, which is silenced by the striking of a match that lights a Mangaldeep agarbatti. And the chant of the Universal Prayer or the Shanti Mantra or the Sarveshaam Mantra begins. The film captures various people in prayer, in temples, at home, in meditation, in celebration… all experiencing the silence and peace of the selfless Mangaldeep prayer.

     

    Research insights: In today’s India, there is an increasing lack of knowledge and confusion about what role religion and prayer should play in our lives. As we compete materially and deplete spiritually, we find ourselves struggling to reconcile our values with our daily ambitions. Our key insight centered around the fact that while agarbattis are all about the ritual of prayer, increasingly in this chaotic world of ours, prayer has become more of an automated, frantic, need-based ritual.

     

    “The response in our consumer research on the scratch was better than anything we expected. We knew we had a winner when we heard the inclusiveness and emotional connect that the scratch was bringing,” said Ambika Chandrasekar, VP, Research & Planning, RK Swamy BBDO, Chennai.

     

    Thought process: Since work began on brand Mangaldeep about a year ago, it witnessed growth in the shelves, but what it had to aim for was growth in mindspace. The task was to create communication that would help it stand out as a large and distinctive brand in a marketplace crowded with regional players. Communication that would also cut through the clutter and advertising noise.

     

    Differentiating factor about the ad: The powerful visual language, complemented with the stirring music track.

     

    Youtube link: https://www.youtube.com/watch?v=AYGpmjzNBSg

     

     

     

  • The campaign celebrates how millennials in India 'Bend the Rules' by taking the unconventional road to success

    Bend the rules, exhorts HP in new campaign

    By A Correspondent

     

    HP India has unveiled its new ‘Bend the Rules’ campaign featuring brand ambassador, Deepika Padukone. The campaign celebrates how millennials in India ‘Bend the Rules’ by taking the unconventional road to success.

     

    Millennials strive for success at an early age using the power of technology. HP is inviting them to share their stories by uploading a video on Facebook, Twitter or YouTube using the hash-tag #BendTheRules, of how they have bent the rules to achieve success. A winning entry from India will get a chance to share their inspiring story with a larger audience through a short film which will be aired on Bindass, a popular youth entertainment TV channel in India.

     

    “India has one of the youngest populations in the world, and through the #BendTheRules campaign, we are highlighting the ideas and philosophies of this generation,” said Lloyd Mathias, Head of Marketing, Printing and Personal Systems, HP India. “Keeping millennials’ needs in mind, HP has a range of stylish, yet productive notebooks, tablets and hybrid devices that will enable them to go that extra mile.”

     

    Deepika Padukone, brand ambassador for HP India is associated with this campaign. As someone who decided to pursue acting and leave behind a promising badminton career, she is familiar with treading the unconventional path to success.

     

    The campaign is spread across multiple platforms including television, print, digital, social media, out of home, webisodes and Vine videos.

     

  • He already serves on the IAA Global Board as Vice President – Development, IAA Asia Pacific

    Srinivasan Swamy re-elected President of IAA in India

    By A Correspondent

     

    Srinivasan K Swamy

    Srinivasan Swamy, Chairman of R K Swamy Hansa Group was elected President of IAA for the third consecutive term at the Annual General Body Meeting. He already serves on the IAA Global Board as Vice President – Development, IAA Asia Pacific.

     

    Neeraj Roy of Hungama, Monica Tata of HBO and Jaideep Gandhi of Jaya Advertising were also re-elected Vice President, Honorary Secretary and Treasurer respectively the year for 2014-15.

     

    The other members elected into the Managing Committee were – Abhishek Karnani of The Free Press Journal, Vishakha Singh of Aurora Comms, Manish Advani of Mahindra SSG, Janak Sarda of Deshdoot, CVL Srinivas of Group M, Avinash Pandey of ABP News, M. V. Shreyams Kumar of Mathrubhumi, Partho Dasgupta of BARC, Bhaskar Das of Zee Media and Rajesh Kejriwal of Kyoorius.

     

    In addition, the following would serve in the Committee as invited members for the year 2014-15: Pradeep Guha, Pheroza Bilimoria, Sam Balsara, Kaushik Roy, Raj Nayak, Ramesh Narayan, M G Parameswaran, Neville Taraporewalla, Gayatri Yadav, Anita Nayyar, Pradeep Dwivedi, Anand Sankeshwar, Sunil Lulla and Punitha Arumugam. “A few more have been invited and their names will be announced after they accept our invitation”, said Srinivasan Swamy.

     

    In his outgoing President’s address, Srinivasan Swamy said that the year that went by was an active one, where 32 events were organised by IAA India. Some of these included two IAA Debates, four IAA Conversations, five IAA Mentorship Webinars, six Knowledge Seminars, three IAA Young Turks Forum events and other marquee events like the IAA Olive Crown Awards and the IAA Leadership Awards. There were a few other special ones like the IAA Retrospect & Prospects events in Gurgaon and Mumbai and the IAA Mentorship Programme. The year was off to a terrific start on 30th September 2013 with the IAA Platinum Jubilee Global Marketing Summit where the BJP Prime Ministerial candidate and CM of Gujarat the Hon’ble Shri Narendra Modi delivering his valedictory address on his vision of Brand India.

     

    IAA India will be celebrating its Silver Jubilee year in 2014-15. “We have identified at least 20 different platforms to peg our events for the coming year. We have a very good committee and I wouldn’t be surprised if we have more than 52 events during the year”, said Srinivasan Swamy. Commented Pradeep Guha, Area Director, IAA Asia Pacific, “IAA India is already seen as the most active industry body in India as well as in the IAA world. With the plans that are made for 2014-15, I have no doubt that this will be the best year ever and would set a new benchmark”.

     

  • A quick chat with the founder & CEO of AKQA (now part of WPP), one the best known digital innovators who was in India for Kyoorius Designyatra

    Digital isn’t about technology. It’s about Ideas & Imagingation: Ajaz Ahmad

     

    At 21, Ajaz Ahmed founded AKQA to help clients create the future. The firm employs 1600 people in 13 offices, including an office in India. Clients include Red Bull and Nike. A recognized pioneer, Ajaz Ahmed co-authored Velocity, a bestselling book alongside Nike’s head of digital support, Stefan Olander. MxMIndia caught up with Mr Ahmed soon after he spoke to a packed hall at the Kyoorius Designyatra earlier this month

     

    You are one of the pioneers of digital media advertising. Since you embarked on the journey to what is the scene now, what do you think is the most significant difference in the attitudes of the people around in the rest of the advertising and media landscape?

    It’s difficult to believe now but when I was 21 and we talked about how we felt digital technology would transform the world… people didn’t believe us and those were people in the industry. A lot of organizations didn’t believe us, so, over time, that prediction we had that technology would change people’s lives and transform industry has come through and we’ve played a small role in that as well, by creating services, applications, ideas for some of the greatest brands and as we’ve done that, it’s provided inspiration to the industry. I think a lot of people love innovating, they love creating and digital expands the canvas. That’s really what it meant for people, it gives creative people a new canvas where they can try new things and experiment.

     

    A fair amount of what is happening in digital is technology-driven. Do you think digital media is more about technology or is it more about creativity?

    We’ve always felt that digital isn’t about technologies, it’s about ideas and that’s why we say the most powerful force in the universe isn’t technology, it’s imagination. Because it’s only through our imagination that we can create ideas that have resonance. You’ll get gizmos and flavours of the month and the focus should be on creating something that will contribute usefully to people’s lives.

     

    Lemme ask this differently. If you look at the last three years, Search Advertising, HTML5, the explosion of the social media… all these have been technology-led and the creative fraternity and people like yourself have embraced it well and used it optimally. So what comes first? Technology or ideas? Are you always dependent on technologists to dream up something new?

    I can talk from an AKQA and our clients’ perspective. AKQA is imaginative application of art and science to create beautiful ideas, products and services. That’s why we exist. When an organization produces a technology that we feel has an incredible application, that can be true to one of our clients mission, their authenticity, that helps them articulate a brand in a way that’s extraordinarily resonant with many people… we embrace that. With the examples that you’ve selected, you mentioned social, search, you mentioned HTML5, there’s also mobile, wearable devices, the canvas… it gets richer and richer and the tools that creative people get to be creative have improved. There was a generation of creatives that got excited about the airbrush when the airbrush technology happened and a generation when radio was invented. Why shouldn’t we get excited when there are amazing tablets, when there’s new wearable devices like the I-watch, when we can use technology in a much more engaging, fulfilling, creative and rich way? The test of a creative is how technology is applied in a non-obvious way to create something that has a sense of magic to it

     

    In a typical creative agency, you have creative folk who think of the lines and situations and there are radio/print/television production folk who get into the execution. In the case of digital media, there is integrated functioning. So how does a digital media agency get structured in terms of talent? Do you have more people who are into creative execution or you have people keeping tabs on the way that technology is doing and what more you can develop?

    A third of our business is people who are designing and in creative, a third are people in technology and about a third is those who are in project management and strategy. For everyone it’s about being creative. We’re organized like a collection of start-ups. We don’t have any bureaucracy. We don’t have anything holding us back to achieve what we need to on behalf of our clients.

     

    How familiar are you with the Indian digital media creative scenario?

    You can familiarize me.

     

    Well, the digital media scenario hasn’t taken off in a big way. Many creative campaigns are take-offs on the cult film Sholay or antics of a megastar like Rajnikant. In terms of usage of digital media, brands and marketers haven’t really grown like they should have. That’s why digital promotions haven’t taken off.

    That’s why we need your publication to champion creativity and excellence. You can really help educate leaders to embrace digital media.

     

    What I want to know is how did it move in the Western world? The big TVCs are essentially made for television. Here, not many dollars are spent on creative work in digital media. How does the transition happen and how do you think it could move?

    You need to see how people are changing, the equity of smartphones, the population is changing from being couch potatoes who sat in front of their television to people who’re doing many other activities and they’re using their device to empower them. Every generation uses technology in a more interesting and evolutionary way. We’re going through that evolution now.

     

    A little about AKQA in India…

    We’ve got a humble beginning, we’re under 50 people. We’re working with a number of clients and our focus is quality, we’re happy to take the long-term view and produce the best work we can with the best clients we can and if we focus in quality, the scale will come.

     

    In India the WPP group is very large.

    WPP has amazing authenticity in India. It has a real depth and it’s really invested in the market.

     

    Sir Martin Sorrell is here almost every six months, sometimes more often. In India a lot of digital agencies have been invested into or gobbled up by the large networks. Does it help being part of a large agency or is it better to have more independence and creative journalism bloom

    Where it has helped take AKQA is, where we want to set up in a new market such as Canada and we can get WPP’s help with the back-office and administration and the legal requirements to help us fast forward the presence… so we can be quickly on the ground to help our clients. That’s where we’ve been able to really benefit from WPP’s ecosystem of relationships all over the world.

     

    They’ve also invested in Indian digital enteprises. Will there be any synergies there?

    AKQA is now more independent than it’s ever been. We’re focused on keeping that independent, creative, entrepreneurial spirit. Certain culture, values and a certain DNA. WPP gives us freedom and independence so we could achieve the best work for our clients.

     

  • The advertisement demonstrates the USP of the phone which is a combination of superlative front and rear camera performance

    LAVA launches new campaign for Iris X5

    By A Correspondent

     

    LAVA International Limited has announced the launch of its new ad campaign for Iris X5, made for selfie smartphone. The LAVA Iris X5 is a mid-range phone designed for the selfie generation featuring a 5MP front camera with wide angle viewing lens. The advertisement demonstrates the USP of the phone which is a combination of superlative front and rear camera performance.

     

    The campaign has been conceived by Shop Advertising and will be aired on television from October 01st 2014. The TVC features a story of a group of friends trying to avoid a situation through a selfie taken from the phone. The advertisement strengthens on the essence of the product bringing out the message a notch higher by highlighting its camera performance.

     

    Talking about the new ad campaign, Tarun Verma, Head- Marketing, Lava International, said, “The new ad campaign created for Lava Iris X5 is specifically targeted at the selfie crazy generation. The ad showcases how Lava Iris X5 enables users to capture every moment of their life as a ‘Perfect Selfie’ picture. By means of the campaign, we wish to get closer to the lives of our users and enhance their overall smartphone experience.”

     

    Commenting on ongoing marketing initiatives by LAVA, Tarun added, “Today, LAVA Iris X series enjoys a good recall in the consumer mind, courtesy our recently concluded successful campaign for Iris X1. We have a total marketing budget in excess of 220 cr planned for FY 13-14,  out of which we are looking at approximately 50% spend on advertising. In addition to this, BTL and digital will be our key strategic channels, through which we will be rolling out more campaigns in an integrated manner.”

     

    Naved Akhtar, Creative Director, Shop Advertising said, “This communication has been developed to support the key preposition offered by LAVA Iris X5, which is its superlative front camera performance. The campaign captures an everyday moment in today’s youngster’s life, made complex by his forgetfulness and how the phone playing the true hero, saves the day. Teasing between friends, SOS gestures, the faux pas and the comedy that ensues, all create the drama that the TVC is all about.”

     

    The campaign will be aired across all leading channels nationally & regionally. The on-air campaign will be supported by an extensive outdoor, digital & retail visibility campaign with overall spends across all communication channels close to INR 20 cr.

     

  • The Knowledge Seminar will be held on 9th October, 2014, at Taj Lands End, Mumbai

    IAA to host ‘Let’s get real’ seminar in Mumbai

    By A Correspondent

     

    The International Advertising Association (IAA) India Chapter has announced its next event on marketing of real estate titled ‘Let’s Get Real’.

     

    The event assembles decision makers from real estate, advertising and media with the objective of ‘reshaping the future of communication of the Indian real estate industry’. It will focus on the causes responsible for the stagnating real estate industry and will provide possible solutions through appropriate marketing and communication strategies.

     

    Srinivasan K Swamy

    Newly re-elected President of the IAA, Srinivasan Swamy said, “Such industry-specific seminars are unique and are receiving a lot of interest not just in Mumbai but also in smaller cities. We plan to roll out such seminars covering real estate and retail to Tier-II cities this year”.

     

    Jaideep Gandhi, Honorary Treasurer of IAA India and the Chairman of Real Estate Seminar said, “The seminar on real estate marketing has really caught the imagination of real estate developers and they have embraced this seeing its usefulness in their businesses. The one in Mumbai last year as well the one in Nashik earlier this year were both well attended. The expectation from this year’s seminar in Mumbai is huge. We have a complete buy-in both from the real estate industry and the communication industry and we hope not to disappoint them”.

     

    The speaker line-up comprises Lulu Raghavan, Managing Director, Landor Associates, Adrian Terron, Vice President, Global Communications & Marketing, Nielsen India, Josy Paul, Chairman and CCO, BBDO India, Rabe Iyer, Managing Partner, Motivator, Nitin Bawankule, Director, e-com and classified, Google India, Advitiya Sharma, Co-founder, Housing.com, Ashutosh Gupta, Director, Marketing Solutions, LinkedIn.

     

  • Maxus ESP executes an innovative and integrated consumer campaign for FIAT Avventura

    Maxus ESP executes new content campaign for Fiat

    By A Correspondent

     

    Maxus ESP conceptualized and executed a national campaign for FIAT’s Avventura, the first contemporary urban vehicle (CUV), which has garnered significant buzz in its pre-launch phase. Avventura is targeted at people who want to break free from their routine life and explore life through adventure, passion and feel alive.

     

    The campaign line -‘Boring is Dead.. It’s time to live alive with Fiat Avventura’ from the brand brief was worked upon to create an engaging content campaign. The team used radio and digital platforms to create maximum noise and amplification for the brand. The campaign urges people to move out of their mundane life and do more adventurous and fun activities. FIAT will help fulfill the best ideas in people’s bucket list. This is one of the biggest content campaigns for FIAT in India till date. Within three days of release, over 1000 entries have poured in.

     

    Fiat Avventura is a CUV (Contemporary Urban Vehicle) that is positioned as a vehicle for active lifestyle. Keeping this brand imagery in mind, Maxus ESP crafted a contest that is running on radio and digital with noted television anchor and actor Gauahar Khan as the face of the campaign.

     

    A three part series of “call to entry” videos that captures these elements has been released digitally. The first promo with Gauahar shows her getting bored in traffic and then cuts to enjoying her drive in the Fiat Avventura. In the second one, Gauahar is bored watching TV shows and then she takes her Fiat Avventura and goes mountain biking. In the third promo Gauahar is bored at work in the office and later shown kayaking. Through an interesting content led tie up with Radio City, the proposition of “Boring is Dead” is also ported via Radio Spots, Time checks and Traffic Updates. The radio campaign is very high on engagement as Radio City Rjs are interacting with listeners daily and encouraging them to share their Live Alive experiences. Apart from listeners, Gauahar Khan is also sharing her Live Alive experiences with the RJs, encouraging listeners to Live Alive. Fiat and Gauahar would be using their social assets (twitter/banners/websites) to promote the activity.

     

    Shailja Vohra

    “The brand wanted us to capture the essence of the product and reach out to our target audience at multiple levels. The campaign was designed to build a category that resonates with adventure, fun and fulfilling your desire. We tapped into the power of radio and digital to reach our audiences and the results have been extremely encouraging,” said Shailja Vohra, Head Maxus ESP, India

     

  • The Young Globals is the only college/portfolio school competition for healthcare advertising that offers students an opportunity to submit their creative work

    Young Globals Student Competition & Internship Program unveiled

    By A Correspondent

     

    The Global Awards has launched the Young Globals competition and internship program. The Young Globals is the only college/portfolio school competition for healthcare advertising that offers students an opportunity to submit their creative work, the chance to earn the Global Award, and the experience to test drive their career in healthcare advertising.

     

    The Global Awards for the World’s Best Healthcare & Wellness Advertising created the Young Globals student competition to identify and recognize emerging creative talent from around the world and introduce them to the rewards of working in the healthcare and wellness advertising industry.

     

    “The Global Awards are dedicated to investing in the next generation of young talent. Our commitment and that of Robin Shapiro, Chairperson of the Global Awards Executive Committee and President and Chief Creative Officer for CAHG, led us to launch the Young Globals Student Competition & Internship Program, bringing students together from around the world against the backdrop of creativity. Student award-winners earn the ultimate prize, a Global Award and the chance to experience the industry firsthand through an internship opportunity,” said Michael Demetriades, Vice President/Executive Director, Global Awards.

     

    The Young Globals competition is open to all students at the university level, including portfolio centers, who are studying advertising, marketing, art, design, creative writing or similar areas of creative focus. Entrants will be given a creative brief as inspiration and the opportunity to create a speculative campaign. Students may enter either individually or as a two-person team, and should have an interest in exploring healthcare advertising as a career.

     

    This year’s creative challenge brief invites student entrants to create a compelling campaign for a leading (fictional) maker of antidepressants to raise awareness about depression and anxiety in college-aged students. Entries will be judged by the Global Awards Executive Jury of international award-winning healthcare advertising chief creative officers and executive creative directors. The Young Globals award winners will receive a Global Award, have their work showcased at this year’s award ceremony, and be given the opportunity to experience a 2-3-month internship, based on their availability, at a prominent international healthcare advertising agency.

     

    The 2014 Global Awards will celebrate award-winners at concurrent ceremonies in Sydney, Australia and New York City, US when the winners will be officially announced on November 13, 2014.

     

  • Presenting an interesting set of FAQs that BARC has circulated to the fraternity and put up on its website

    Still unsure about BARC’s proposed measurement regime? Try these FAQs

     

    After engaging with a cross-section of the broadcast ecosystem with roadshows in Delhi, Bengaluru, Chennai and Mumbai last month, there were many questions that the BARC India management and technical committee were asked.

     

    While the roadshow presentation is put on the BARC website, the joint industry body also circulated an interesting set of FAQs to its mailing list as well as put up on the website (http://www.barcindia.co.in/roadshow.html).

     

    Here are the FAQs, which we republish with permission in the interest of broadcast stakeholders who may have missed BARC’s communication.

     

    How is BARC INDIA better?

    The key differences are: a) much bigger sample size, b) better representation of urban-rural divide, c) measuring catch-up TV along with linear TV d) accurate identification of channels even in simulcast situations e) adoption of the watermarking technology which has capabilities to capture multi-platform viewership and f) usage of NCCS

     

    How have you ensured robust sampling?

    We are going much wider and deeper (i.e. going rural, covering more towns and also going deeper in the existing towns).

     

    What % of TV homes is covered with BARC INDIA?

    We will capture viewing behavior of all TV owning HH’s through robust sampling and report “What India Watches”.

     

    What is the meter distribution between urban and rural?

    In the first batch approximately 70% of our meters will be in urban and ~30% will be in rural.

     

    What happens to the viewership of the channels which are not watermarked?

    They will not be reported.

     

    Do you see a scenario of two data providers? 

    We can speak for ourselves – we are gearing to be THE currency for television audience measurement.

     

    What do you mean by being future ready?

    In more ways than one.

    – All of our partners / vendors are the best in their class making each cog in the measurement wheel totally solid.
    – Viewership measurement technology – watermarking is capable of measuring viewership across screens. Going forward when digital viewership of television content aggressively competes with television viewership this becomes extremely relevant.
    – Same goes with time shift viewing which we are geared to report from day one.

     

    How many towns will be covered?

    As mentioned above, the sample will be both deeper & wider.

     

    A humungous exercise like this, has to have checks & balances as to who knows what. We will almost triple the coverage of towns compared to existing system.

     

    TAM currently measures 27crores individuals. What will be the corresponding number in BARC INDIA?

    BARC India mandate is to measure ‘What India Watches’. We would be going; both wider and deeper. BARC India will represent entire TV Universe footprint in the Country.

     

    What will be the frequency of data availability?

    We are fully equipped to report data at the frequency that the market wants to. The frequency for reporting is likely to be weekly. However for certain data types (depending on viewership numbers), we might aggregate the same either by period or time-band or geography. Announcement to that effect will be made after we have validated the data.

     

    NCCS: How is a particular durable even relevant today to be included in the list of durables to determine household affordability?

    It is administered by MRSI and a review will be done periodically to keep it relevant.

     

    What is the likely pricing going to be? 

    The idea is make affordable data available to the last mile. We are working on an ingenuous pricing model to capture the principles of BARC India of inclusivity, equality and transparency. After necessary iterations and approvals it will be revealed closer to launch.

     

    How many channels will be monitored by BARC INDIA? 

    All the channels that have watermarking will be monitored. Number of channels getting watermarked are increasing as we speak. All the major channels are being watermarked.

     

    What if watermark is switched off by the broadcaster?

    – We are not worried about that.
    – Firstly, it’s not in the interest of the broadcaster to deliberately switch off watermarking. But like any technology, such eventualities could happen due to various reasons. To arrest these instances stringent processes with escalation matrix across watermark monitoring agency, broadcaster & BARC India are in place. They will highlight even if a small bit of content is not watermarked.
    – Secondly, if the watermark is off the media agencies and advertisers will most likely stop buying the channel thereby forcing the broadcaster to correct the same.

     

    Would reporting be available at DTH vs digital vs analog cable?

    All decisions on reporting will be taken only after reviewing live data.

     

    Would data be available at TV vs other devices?

    While currently our focus is to report accurate data for the television viewership, BARC India has the technical capability to capture data across screens and therefore we will certainly do so going forward.

     

    Now that establishment study uses data from IRS 2013, is there a possibility of cross-media reporting?

    Establishment study uses data from multiple sources like IRS, NCAER, TRAI & Census. Our immediate focus at BARC India is to report television viewership.

     

    Will there be a time gap between the release of viewership data and adex data?

    BARC India is aiming at releasing both simultaneously.

     

    Will adex nomenclature match with TAM/ MAP?

    BARC INDIA nomenclature would be different and will be more advantageous for advertisers.

     

    Would the panel take into consideration MSO on ground strength?

    Panel would be a reflection of what people watch; no MSO biases would be considered for sampling.

     

    Would there be an overlap between TAM and BARC INDIA data?

    In any country there is only one currency which operates for trading TV advertising inventory. TAM being a proprietary set-up, may continue to report data; however industry bodies would eventually be moving to single currency.

     

    What is the plan on vigilance?

    A senior police official is being appointed by BARC INDIA for heading vigilance. Given the current data collection format and use of technology, tampering of data is highly unlikely.

     

    Would multi TV households be reported separately?

    Very few households currently have multiple televisions and we would not report this number separately though we will measure multiple TVs, wherever it is, in sample households.

     

    Would cable channels start getting captured?

    Watermarking technology supports this. If any MSO wants their channel to be measured, they should invest in the embedding technology.

     

    Since reporting is done at Urban and Urban+ Rural level, isn’t it possible to work back and arrive at Rural only figures?

    BARC India will not support or endorse this as the figures are statistically invalid, that’s precisely the reason why rural won’t be reported separately as a gold standard by BARC India. Once the sample increases from 20k to 50K we will have the capability to report rural also separately.

     

    Will Group M also subscribe to BARC India television viewership data? 

    Group M is a part of AAAI, who is one of our shareholders. Group M is also financially committed to BARC India.

     

  • This is the first time that any agency from India has won two awards in one year at Jay Chiat

    Lowe Lintas + Partners impresses at Jay Chiat with 2 wins

    By A Correspondent

     

    Anaheeta Goenka

    Now into its 18th year, the 2014 Jay Chiat Awards were presented at the 4A’s Strategy Festival that was held from October 5–7, 2014 in Chicago, U.S.

     

    Continuing its good run across effectiveness award festivals and producing the best result yet for India at Jay Chiat, Lowe Lintas + Partners India bagged a Silver and a Bronze at the much-acclaimed international awards show. This is the first time that any agency from India has won two awards in one year at Jay Chiat. The Silver win is also the highest ever for an entry from India. India’s previous best performance was a Bronze win in 2011.

     

    India’s both wins came for Lowe Lintas + Partners on work for Hindustan Unilever in the award category of ‘Product/ Service Creation’. While “Little Farmers of Kissanpur” was awarded Silver, the much celebrated “Kan Khajura Station” won a Bronze. There were no Gold awards given away in this category.

     

    Sharing his excitement on bagging the two wins, Joseph George, CEO, Lowe Lintas + Partners said, “These wins are a first for Lowe Lintas, HUL and India. And that is special. The Global Jay Chiat Awards are considered to be the toughest to win in strategic excellence; and given our singular bias towards effectiveness awards, these wins are even more precious for us.”

     

    Anaheeta Goenka, Executive Director, Lowe Lintas said, “Both these campaigns have been recognized by multiple award shows at a country, regional and global level. While the Kissanpur win is about a great strategy that was ‘naturally seeded’; KKT was about providing entertainment to media-dark areas by turning a mobile phone into a radio station. We’re grateful to the jury for recognizing two very local ideas and celebrating them on a platform as big as Jay Chiat.”

     

    KKT and Kissanpur, between them, have brought Lowe Lintas + Partners over 30 metals so far across a host of award shows around the world including Effie India, APAC Effies, Cannes, Tambuli Awards and AME.

     

  • The WARC100 is a benchmark for commercial creativity, allowing agencies to compare their performance with their peers

    OgilvyOne is India’s smartest digital agency: WARC100

    By A Correspondent

     

    OgilvyOne Mumbai has been ranked the fifth smartest digital agency in the world by WARC100.

     

    WARC100 recently announced its worldwide ranking of The Smartest Digital Agencies in 2014 and OgilvyOne Mumbai is the only Indian digital agency to feature in the top 5.

     

    Vikram Menon, President, OgilvyOne Worldwide said, “We can’t help feeling a sense of immense pride at being ranked the 5th Smartest Digital Agency in the World among the WARC100. This is an extremely competitive space which is why this ranking is tantamount to an endorsement and recognition of OgilvyOne’s capabilities and talent in India; we are also grateful that our clients give us the opportunity to do quality work for their brands.”

     

    Piyush Pandey

    Piyush Pandey, Executive Chairman & CD, Ogilvy South Asia said, “This ranking is an enormous credit to OgilvyOne’s digital team in India. I am happy and proud of this achievement.  OgilvyOne India’s accolades in the past month have reinforced the Ogilvy India network’s brand building capabilities particularly in the digital domain.  The WARC100 ranking is credit to our creative reputation not just in India but also around the world.”

     

    The WARC100 is a benchmark for commercial creativity, allowing agencies to compare their performance with their peers. It is an annual list of the world’s best campaigns, agencies and brands, based on their performance in effectiveness and strategy.