MxMIndia

Category: ADVERTISING

  • Big Memsaab, the radio reality show focusing on ordinary women with extraordinary talent, is expanding to cover more states.

    Radio reality show Big Memsaab to cover more states in season 5

    By A Correspondent

     

    Following a successful response over the last four years in the Hindi heartland of Uttar Pradesh, the fifth season of the reality-based radio show and on-ground property Big Memsaab will be launched across 13 states of India – Punjab, Maharashtra, Andhra Pradesh, Karnataka, West Bengal, Kerala, Tamil Nadu, Gujarat, Orissa, Rajasthan, Madhya Pradesh, Bihar and Jharkhand.

     

    Conceptualized and initiated by Big FM, it facilitates a platform for Indian women to showcase their talents and skills that deserve wider recognition and appreciation. Participants are thus ordinary women with extraordinary talent.

     

    Big Memsaab Season 5 promises to attract a wider range of audiences across India. For the promotion of this show Big FM will be utilizing its extensive in-house media networks including radio, television, digital and outdoor in a 360-degree campaign which will offer advertisers excellent visibility for their products and services.

     

    Contestants from each city will be shortlisted for four rounds followed by elimination in each round. The grand finale will have contestants from each city battling it out with one another for the final title and crown of Big Memsaab 5.

     

    A release from the company said, “We have always believed in entertaining and engaging our audiences by initiating unique concepts that will connect us directly to our listeners. Considering the success this show has seen for the last four seasons in the Hindi heartland, we feel the time is now right to take this woman-centric property to other parts of the country.”

     

  • Axis bank launches its new campaign created by Lowe Lintas, 'Badhti ka naam Zindagi'

    Axis, banking on life’s growth story

    By A Correspondent

     

    Axis Bank has launched a new brand campaign, ‘Badhti ka naam zindagi’. Having established its credentials as a customer-centric bank, the new campaign aims to highlight the bank as a preferred partner in progress.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=5Ar0AoIAVCs[/youtube]The campaign, designed by Lowe Lintas, features Axis Bank’s new brand philosophy of “success as a never-ending story”.

     

    Speaking on the launch of the campaign, Manisha Lath Gupta, Chief Marketing Officer, Axis Bank said, “Badhti ka naam zindagi or ‘progress on’ is an expression that encapsulates Axis Bank’s belief on the meaning and purpose of life that everyone wishes and works towards. We believe that success today is no longer about having accomplished a goal. It’s about setting newer goals and achieving each one of them. People today feel inspired about their own capabilities and that in turn triggers hope towards a better life.”

     

    R Balki, Chairman, Lowe Lintas, added, “It is fascinating to see how much movies have impacted our lives. When we fall in love there is background music playing in our heads. When we are angry, happy, sad, successful we have begun to see ourselves as actors in our own private film. This is a reality. So to express the philosophy of ‘Badhti ka naam zindagi’ it was interesting to visualize the real journey of life as if it were a film and use a director’s language to plot every step.”

     

    The repositioning of Axis Bank from ‘Aapka Solution’ to ‘Badhti ka naam zindagi’ is an important milestone in the journey of Axis Bank brand. The new campaign marks the evolution of Axis Bank brand from playing the role of a ‘problem solver’ in the customers life, to that of an ‘encouraging and enthusing partner’ by owning an attitude and belief that resonates with the target audience in everyday life.

     

    Axis Bank has also launched two applications, Meri Zindagi ka Safar and Meri Zindagi ki Picture, on its Facebook page. Meri Zindagi ka Safar is an application that lets users mark the places they have travelled to, thus enabling them to find out how much distance have they covered in these journeys of their life. The premise is that one is enriched by one’s experiences as one travels, and this helps people learn and grow and progress in their lives.

     

    Meri Zindagi ki Picture lets users compile their images in a showcase of their life’s story.

     

  • The mobile game app is among the top 10 paid apps on iOS

    Real Steel boxes its way into Top 10 iTunes Chart

    By A Correspondent

     

    Jump Games, a company owned by Reliance Entertainment’s Digital Arm, has set new records on the Apple iTunes with Real Steel, the official mobile game for the movie, Real Steel.

     

    Real Steel has received a staggering response, it is the first game made by an Indian Studio to touch such impressive figures on the iTunes Chart. The figures say it all: Best Top Sports Paid Apps Rank - 1; Best Top Action Paid Apps Rank – 5; Real Steel climbs to No. 6 in Top Paid Apps (Courtesy iOS)

     

    Real Steel has been in the top 50 list on the App store in countries like theUS, Australia,Canada,Germany and many others.

     

    This Underworld fighting game, which is an actual replica of the Real Steel movie, is set in the near future where 2,000-pound robots fight each other with no rules or regulations.

     

    To keep the player engaged, Jump keeps coming up with constant timely updates for the game ,current one being addition of two new ruthless robots - Twincites and Blacjac.

     

    The game provides high adrenaline rush to the player and he/she can use a mix of standard boxing moves, jabs, crosses, hooks, uppercuts, and some specific Underworld moves, such as low blows, knees to stomach, and so on in the fight. The game is available at just 0.99 cents on Apps store.

     

    Jump Games is a leading International developer and publisher of mobile games, apps and content. It is an integral part of Reliance Entertainment (Digital Business). Jump’s foray and expertise lies into the media and entertainment space.

     

    Jump partners with leading content owners, publishers, mobile operators, handset manufacturers and technology providers. Jump’s experience and expertise in creating innovative and cutting-edge gaming  content reflects in its client roster, which lists some of the best brands from across the world - Codemasters, GLU, Playboy  Hands-on, Dreamworks, Cartoon Network, and Konami to name a few.

     

    Fueling concepts for these ground-breaking games is the domain expertise of Jump’s strong, multi-disciplinary, and cross-skilled team spanning across the US, UK and India.

     

    Distributed across theUS, Europe, South Africa, Australia, the Middle East, and Asia, Jump’s content can be accessed through 80 leading networks across 40 countries as well as global AppStores. The content is available on leading networks like Vodafone, BSNL, TATA Docomo, M1, MTNL, Dialog Telekom, Reliance Mobile World, Telstra, Tele2, TIM, O2, Virgin Mobile, KPN, Telia, 3,Telefonica, Optimus, and Telenor.

     

  • Saevus Wildlife, along with their anchor sponsor, travel products brand Samsonite, has launched Saevus, a premium wildlife and natural history magazine.

    Saevus packs a bag for ecology

    By A Correspondent

     

    Saevus Wildlife, along with their anchor sponsor, travel products brand Samsonite, has launched Saevus, a premium wildlife and natural history magazine.

     

    A two-day launch event at the Little Rann of Kutch saw sessions by eminent guests – Dr Satya Kumar –Professor, Wildlife Institute of India, Sandesh Kadur- Eminent Wildlife Photographer, and Subrata Dutta – Managing Director, Samsonite, South Asia. The focus on the sessions was wildlife photography tips, filming wildlife, mountaineering, wildlife conservation and the association of Samsonite with Saevus. Samsonite’s connection highlights corporate involvement in promoting wildlife and natural history along with a morning safari at the Little Rann of Kutch.

     

    The Little Rann of Kutch is rich in biodiversity and is an ecologically important area for wildlife. Many local and migratory water birds like cranes, ducks, pelicans, flamingoes and land birds like sand grouse, frankolins and the Indian bustard find home at this place.

     

    It has been nominated as a bio-sphere and World Heritage Site by UNESCO.

    Saevus magazine aims at popularizing the beauty and diversity of Indian nature and Wildlife through stunning visuals, and aims at uncompromising quality to capture the imagination of every Indian who loves nature, wildlife and the outdoors.The magazine will be available on stands and specialty bookstores from March 2012. The editorial team includes Sree Nandy-Editor-in-chief, Sandeep Mall-Managing Partner, Santanu Nandy-Publisher and Dhrotiman Mukherjee-Head of Photography.

     

    At the launch of the magazine, Mr Mall said, “Saevus aims at offering its readers a side of wildlife and nature they have never been exposed to.  We couldn’t have thought of a better place than the Little Rann of Kutch to unveil our magazine because here is where the idea of coming out with the magazine was born.”

     

    Subrata Dutta, Managing Director, Samsonite, South Asia said, ”At Samsonite we have believed in stepping out and travelling the world. When this proposal came to us we thought it to be a great platform to showcase ourselves as partners to not just travellers but the various medium that makes one travel. I am hopeful of the great response Saevus will receive and I wish the entire team great success on behalf of Samsonite.”

     

  • Hence I shall do my evaluation purely on the presumption that most readers were able to smell it. If that is the case, it's a kick-ass innovation and needs to be applauded

    Debrief: Didn’t smell the coffee (but loved the innovation)!

    By Anil Thakraney

     

    So, after ‘singing’ newspapers, we have smelly newspapers. (God knows what awaits us next… perhaps farting newspapers.) Last Sunday, makers of Bru Gold executed a sensational media innovation in the TOI. The cover page was made to smell of coffee beans. So that readers could experience the fragrance of Bru Gold.

     

    To be very honest, I had no idea and only heard about this innovation from reports in the media. Because when I lifted that particular edition, which was soon after the municipal elections in Mumbai, I could only smell rats inside the newspaper, if you know what I mean. But I did not smell the coffee. To give the advertiser the benefit of the doubt here, I must declare that I don’t drink coffee, so maybe that’s why the aroma eluded me.

     

    Therefore I shall do my evaluation purely on the presumption that most readers were able to smell it. If that is the case, it’s a kick-ass innovation and needs to be applauded. Must have taken a lot of preparation and perseverance to make it happen, and one must appreciate that. I also approve of the innovation because unlike Volkswagen’s musical newspaper (a really corny idea) this one was non-intrusive and silent. So, good work guys, and I will be generous with my rating.

     

    However, that still doesn’t change the fact that I only smelled rats in the newspaper that morning.

     

    Rating: (On a scale of 1 to 5): 4. Super media innovation. Should win a few trophies.

     

  • Asterii Analytics will be headquartered in Mumbai with Niteen Bhagwat as the executive director and CEO.

    DraftFCB+Ulka launches Asterii Analytics

    By A Correspondent

     

    The DraftFCB+Ulka group has launched Asterii, an analytics company which is stated to continue the group’s endeavour to build capabilities and solutions that will create brand wealth for its clients.

     

    Explaining the rationale of the launch, a release from the company said, “Today’s business environment is being reshaped by three distinct factors. The first factor is a rapid decline of exploitable market segments. Easy access to technology and global internet-driven communication systems means that any idea gets replicated in months, if not weeks. The market has millions of profitable niches but these are not visible using conventional marketing techniques. “The second factor is the high cost of launching new brands and variants and consequently the high cost of failure. A cluttered market environment compounds the problem.

     

    “In such an environment marketers and businessmen are discovering that the time-tested method of intuition-based decision systems, albeit with a lot of process and information backups, is not yielding the desired results. In such an environment, there are several companies, which we call analytic organisations, which are competing on the basis of analytics and have built the entire organisation on a culture and process of data-driven decision systems. These companies increasingly are outperforming their peers in the marketplace “This shift has become possible because of a third factor which is the confluence of data and the computing power needed to manage and interpret that data.India, traditionally, has a paucity of good data and computing power was too expensive for the medium-sized business.

     

    “But today, India is at a tipping point due to the rapid expansion in the retail and financial sectors and a huge amount of data being available to marketers, the IT and communications revolution would mean computing power on your desktop. These three factors are going to intensify a trend and a shift towards analytics-based decision-making, which would become the game changer for companies over the next ten years.”

     

    Asterii is headquartered in Mumbai with Niteen Bhagwat as the executive director and CEO. The global analytics network has over 100 analysts within the DRAFTFCB network with key resources in Europe andUSA. Asterii has domain expertise across retail, automotive, financial services and packaged goods. The release said that Asterii, a coined word, is derived from the word Asterism which means seeing a pattern of stars in the sky and patterns, which give meaning to the billions of data points that any business has to interpret and decipher.

     

    Asterii will draw on over 50 years of expertise in creating ‘brand wealth” and developing communication programmes and marketing strategies that are based on unique consumer insights. The company is unique among analytics companies in that it goes beyond techniques and tools to bring “insights” which are rooted in data and analytics and which will help create solutions that will have a predictable impact on the client’s brands and business.

     

    Asterii, a specialist marketing analytics company, plans to support clients across the entire spectrum of marketing activities. It is supported by a global network of analysts in the DraftFCB ecosystem, giving its clients and business partners access to the global tool kit and best of breed technology solutions. The Asterii solutions toolkit will span the entire spectrum of marketing activities from the assessment phase to growth and maintenance strategies for a brand. The specific modules that Asterii Analytics offers are as follows:

     

    • Assessment Solutions

    Robust tools to help clients evaluate and select markets, map competitive forces and thus help assign a value to the consumer opportunity. This will help create a macro view on the brand and also help develop go to market strategies.

     

    • Growth Solutions

    Growth opportunities that emerge from being able to segment the market and do predictive modelling based on behaviour data or other unstructured data sources. Growth is about designing the right acquisition programme and by developing a robust testing and consumer response model. Growth is also dependent on the pricing decisions.

     

    • Relationship Management Solutions

    Asterii believes in the adage that the best means of growth are from within and that meeting customer expectations and creating customer delight is far more valuable than acquiring new customers.

     

    • Monitoring & Optimisation solutions

    Analytics also means that measuring and calibrating the performance of the marketing programme. With state of the art reporting platforms like the smart wall and the social news room data and information becomes easily interpretable insight.

     

  • Ushers the power of TV advertising to hundreds of SME businesses

    Amagi announces operations in 35 cities

    By A Correspondent

     

    Amagi Media Labs, the pioneer and leader in smart advertising on television, has announced its recent entry into tier-1 and tier-2 cities across the country with more than 400 small and medium businesses using Amagi platform for local TV advertising.

     

    Since the launch of Amagi platform nationally last year, hundreds of retail and regional advertisers across categories – education, jewellry, apparel, real estate, FMCG, white goods and auto dealerships have flocked to the platform to advertise on premium national TV channels.

     

    Amagi’s co-founder KA Srinivasan said: “Though every business dreams of being on national television, very few could afford it earlier. Through Amagi’s Smart Advertising TV platform, small and medium businesses have now been able to advertise on premium national TV channels at ultra low rates – targeting specific cities or regions.”

     

    Amagi offers smart advertising on TV in over 35 cities, including metros, tier-1 and tier-2 cities. Amagi has partnerships with 15 satellite TV channels, including leading news, music, lifestyle, movie and regional entertainment channels as well as more than 50 cable MSOs acrossIndia. Amagi platform is ideally suited for regional brands that want to reach their target audience without paying for wasted coverage.

     

    Hundreds of advertisers acrossIndiahave reaped strong benefits by using Amagi platform. SS Bhamra, Chairman, JLPL said: “I have used Amagi Smart Advertising platform to build my brand in Punjab on national TV channels at a very low cost – my campaign using Amagi Media has delivered overwhelming response from our customers and has helped position JLPL as the developer of choice in Punjab”

     

    Saumil Pandya, Vice President, MAS Financial Services Ltd, Ahmedabad said: “Amagi’s Smart TV Advertising platform is a boon for regional brands. I can now get the best of both worlds – national TV and local rates. Coupled with Amagi’s creative services, this platform has helped me get both branding and response at a reasonable budget”

     

  • Neengalum Vellalam Oru Kodi, hosted by actor Suriya, launches on February 27 at 8pm on Vijay TV, and will be shown Monday to Thursday.

    Tamil KBC begins on Feb 27

    By A Correspondent

     

    A game show that has been played across 116 countries in 83 languages in the past 13 years, the ‘Who Wants to be a Millionaire?’ format is being brought to Tamil audiences by Vijay TV and Big Synergy, in the form of ‘Sunfeast presents Neengalam Vellalam Oru Kodi powered by Cadbury Dairy Milk’ which hits the small screen on February 27, airing Monday-Thursday at 8 pm.

     

    The show “Neengalam Vellalam Oru Kodi” on Vijay TV will be hosted by actor Suriya, and promises a whopping amount of Rs 1 crore to be won; an amount that can change a common man’s life forever.

     

    Actor Suriya says, “From the moment I walked onto the sets of ‘Who wants to be a millionaire’ I knew that this was more than a mere game show.  In the short span that I have spent on this iconic brand, I can assure you that this show is not only about money but about people, their lives, the relevance of money and different perceptions of it across varied strata of our society.  I thank Vijay TV for having me host this and go through a whole new experience.  We have done our best and now we wait , like any other big movie release, hoping the audience loves the show as much as we joyfully lived every minute of it.”

     

  • Actor Suriya is putting his weight behind the show too, and with a combination of media being used to promote it, it’s all systems go for Neengalam Vellalam Oru Kodi which launches on Monday

    Tamil KBC ropes in both national and local advertisers

    By A Correspondent

     

    Dubbed as the biggest property of the Tamil television industry, Neengalam Vellalam Oru Kodi, or Kaun Banega Crorepati in its Tamil avatar, has closed deal with both leading national and local players who will be featured on the show. Just like KBC 5 which saw several brands riding on its success, its Tamil counterpart too has been successful in roping in brands on the show. While the show is being presented by Sunfeast, it is powered by Cadbury Dairy Milk and associate sponsors include 7UP, Tata Docomo, Nano 2012, Muthoot Fincorp, UniverCell (retail), Nathella Jewellery (retail), Aachi Masala (retail) and Arun Excello (retail). In total 10 brands are already on the show and the few that are left on the inventory are expected to close by the time the show goes on air on February 27.

     

    K Sriram, General Manager, Vijay TV said, “There has been brilliant response to the show as advertisers see value in this property and have seen its success from other parts of the world. On KBC Tamil one can see a good mix of national advertisers along with local retail players. We have ensured exclusivity in terms of category for our advertisers, hence giving them maximum visibility without conflict. There is a tremendous buzz around the show which has been aptly created with a 360-degree marketing campaign with some unique use of media.”

    It is learnt that around 200 OOH options have been engaged for the show. R Balachandran, Senior VP, Vijay TV, shared details: “We have used a combination of media including bus shelters, bus backs, hoardings, mobile hoardings, shared auto, cinema posters among others. The innovative bit is our use of shared autos that have become quite popular in Chennai and this is probably the first time this medium is used, especially because these autos are used by the middle and lower middle class who form a huge part of our TG. Also we have used an entire local train with KBC branding.”

    Besides there is an attempt to create a larger than life image for KBC with false jacket, full page advertising and being present on digital platform including Facebook, YouTube and other prominent websites. The Hindu and Dinathanthi have been used in print. Also there are spots running on Vijay TV to engage viewers. Radio spots are used too. Not to forget that host Suriya has pulled all stops to give his full attention to the show and be more than just its host.

    In all the marketing budget for the show would be around Rs 8 crore, and with all the efforts, Vijay TV is confident that this will be a profitable venture right from the word go though Mr Sriram was unwilling to quantify how much this show would contribute in their growth. On the back of this show, three new fictions are planned which will be launched in March, April and May respectively.

    “Most importantly KBC Tamil has been a learning experience in how to create a sustainable campaign which was started in December and will continue till the show is on,” concluded Mr Sriram.

    The show will be aired Monday-Thursday at 8 pm.

    Also read:

    Star’s Vijay TV hopes to win big with Tamil KBC, nets superstar Suriya as host:

    http://www.mxmindia.com/2011/12/vijay-tv-banks-on-kbc-for-growth/

  • The architecture & identity of the new DDB Mudra Group will be shared with the media on February 28.

    DDB Mudra announces new ‘A’ team

    By A Correspondent

     

    Madhukar Kamath, Group CEO and MD DDB Mudra Group announced on February 23 that the restructuring of the Mudra Group is complete, and shared a slew of changes in responsibility of his ‘A’ team, pursuant to the Group’s integration with Omnicom and DDB Worldwide.

     

    The architecture & identity of the new DDB Mudra Group will be shared with the media at a press meet scheduled on February 28, in the presence of John Zeigler, Chairman & CEO – DDB Asia Pacific, India & Japan. The effective date for the change of identity and the roll-out will be March 1.

     

    With regard to his senior team, Mr Kamath announced the following:

    Rajiv Sabnis will be President – DDB Mudra Group and will report to him.  He will be responsible for building the DDB Mudra and Mudra brands in Mumbai and the Western Region. He will also be responsible for initiating integration projects and business for DDB MudraMax from the existing clients within DDB Mudra and Mudra.

     

    Ranji Cherian will be President – DDB Mudra Group and will also report to him. He will be responsible for building the DDB Mudra and Mudra brands in the South. He will be responsible for initiating integration projects and business for DDB MudraMax from the existing clients within DDB Mudra and Mudra in the South.

     

    Anurag Bansal will be Director Finance, DDB Mudra Group.   He will now function as deputy to the Group CFO, Dilip Upadhyaya.

     

    Sudarshan Banerjee, apart from his role as Head, Mudra Ahmedabad, will now also be Director – Business Development, DDB Mudra Group and will report to the Group Chief Operating Officer, Pratap Bose.

     

    After a successful stint in Mudra West, Arijit Ray (currently President – Mudra West) will now work with Mr Kamath on a new assignment in the DDB Mudra Group, possibly in the DDB Asia-Pacific network.

     

    “With these changes in place and with Mandeep Malhotra (Mandy) driving the Experiential, Retail and OOH Agenda, Aneil Deepak (Andee) leading the planning and creative function in DDB MudraMax as National Head – Ideas, N.P. Sathyamurthy driving the MudraMax media agenda, Venkat Mallik running RAPP and Tribal DDB, Soumitra Sen and his fast expanding DDB Health & Lifestyle practice, Ashish Mishra in Water, and Radha in Maatra, Vandana Das joining us as President – DDB Mudra Group in Delhi in mid March, Sonal Dabral coming on board as the Chairman & Chief Creative Officer, from  March 1, and Pratap working closely with me as the Group COO and  driving the entire New Business Agenda, I look forward to exciting days ahead,”  said Mr Kamath.

     

    DDB Mudra Group isIndia’s largest integrated marketing communications and services network. Its customized and collaborative approach helps its clients build valuable and enduring brands. The group’s capabilities span Advertising, Media, Digital & Data marketing, Experiential marketing (Promotions, Events, Rural), Trade marketing, Youth marketing, Localization & Pre-Media services and Brand Strategy & Design consultancy.

     

    With over 1,100 employees and 26 offices, offering direct contact across 1,75,000 villages, 4000 towns, 3500 schools and nearly 7 million students, the DDB Mudra Group was India’s most awarded agency network at Cannes, Spikes and Abbys among others in 2011.

     

  • INMA World Congress will hold a two-day conference on May 6-8 in Los Angeles on digital revenue models and transformation strategies.

    INMA in LA to host digital revenue models and transformation strategies

    By A Correspondent

     

    INMA World Congress will hold a two-day conference on May 6-8 in Los Angeles on digital revenue models and transformation strategies. Earl J Wilkinson, Executive Director and CEO INMA said, “We have a fantastic program coming together for the INMA World which will be pushing our industry to identify new growth paths and revenue models under the theme “New Oxygen, New Growth. This will be a conference of aspiration and strategy, and I encourage participation in a program that will transcend national borders and media boundaries.”

     

    Some of the speakers at the conference focusing on digital revenue models and transformation strategies include Digital Revenue Models of the Future by Michael Lamb, Principal, McKinsey & Company. As news publishers aim to price content and get consumers to pay for digital access, McKinsey & Company has developed a four-point look at what media companies should be prioritising in the next five years. They include consumer-paid content, next-generation premium display advertising, how to build lead-generation networks, and video. Learn about the best practices across media companies and the strategies behind these best practices.

     

    Christian Unger, CEO, Ringier AG will talk on Digitisation, Diversification, and Entertainment. Ringier has a 180-year-old history of innovation. Recent years were all about the transformation from a traditional (print) publishing company to a digital and diversified media and entertainment house. This presentation will outline the course Ringier decided to take and experiences made on this journey. Ringier is a Switzerland-based media company with newspapers, magazines, and more in eight European countries as well as China and Vietnam.

     

    The Anatomy of Transformation will be delivered by Clark Gilbert, President and CEO, Deseret News Publishing Company. The Internet is forcing choices. If made definitively, these focusing decisions can lead to new growth and successful transformation. Most newspapers are unwilling to make these tough choices: inching their way down in print costs, still trying to cover every type of story, and trying to do both print and digital in the same organisation. The Deseret News has had unprecedented growth in both print and online areas by focusing its editorial emphasis on stories that are distinct to its voice for faith and family. This has enabled the company to double print circulation, launch a national Sunday, and create a separate digital division – leading to double-digit audience growth and three straight years of 50%+ online revenue growth. This session will focus on the organisation, financial, and content implications of a digital-first strategy.

     

    The early registration deadline is Friday, March 9.

     

  • Discovery channel has been ranked third, ahead of all the Hindi general entertainment and sports channels. TLC has been ranked fifth, ahead of all lifestyle, English entertainment, English news and English movie channels.

    Discovery Channel and TLC ranked amongst the top 5 most trusted TV brands in India

    By A Correspondent

     

    Discovery Network Asia Pacific’s two flagship channels in India – Discovery Channel and TLC have been ranked amongst the top 5 most trusted television brands in India by The Brand Trust Report 2012.

     

    Discovery channel has been ranked third, ahead of all the Hindi general entertainment and sports channels. TLC has been ranked fifth, ahead of all lifestyle, English entertainment, English news and English movie channels.

     

    Rahul Johri, Senior Vice President and General Manager, Discovery Networks Asia-Pacific, South Asia said: “This recognition by the Brand Trust Report 2012 is a reflection of our strategy to entertain viewers across India with the highest quality and differentiated non-fiction programming like Curiosity, Man Woman Wild and Swamp Brothers. We would like to take this endorsement as a source of encouragement for our future endeavours in creating new genres, trends and programme formats that resonate with the Indian audience.”

     

    Discovery Channel, India’s leading non-fiction channel, entertains viewers in multiple languages with a range of programming across genres including natural history, survival, technology, engineering, wildlife and India. TLC, India’s favourite lifestyle channel, since its launch in 2004 presents refreshing entertainment on travel, food, fashion, luxury, wellness and many other exciting lifestyle trends.

     

    N Chandramouli, CEO, Trust Research Advisory, publishers of The Brand Trust Report, India Study, 2012 said: “It is prestigious that Discovery Channel and TLC have been ranked third and fifth, respectively, among television brands by influencers-consumers in the 15 cities of the study. The study reflects how deeply Discovery Channel and TLC are trusted as measured by a comprehensive Brand Trust study on TRA’s proprietary 61-components.”

     

    The Brand Trust Report (BTR), compiled and released annually is the result of an exhaustive survey undertaken by the Trust Research Advisory (TRA). The methodology includes BTR questionnaire which is designed to illuminate approximately 425 aspects of brand trust, of which 391 were directly brand-related. The study also questioned respondents about two other important brand trust influencers – brand recall and the trust-experience of brands, the latter of which they were requested to furnish reasons for.

     

    The Brand Trust Report, India Study, 2012 research was conducted among 2718 ‘influencer’ respondents across 15 cities. The study was the most intensive undertaken on Brand Trust across the globe, generating nearly 2 million data points and 17,000 brands. Indian Statistical Institute helped create a statistically robust Brand Trust Index which has been used to hierarchically rank India’s brands on the basis of trust.

     

    Discovery Communications is the world’s number 1 non-fiction media company reaching more than 1.5 billion cumulative subscribers in 210 countries and territories. Discovery empowers people to explore their world and satisfy their curiosity through 130-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Discovery Science and Discovery HD, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks.com.

     

    Trust Research Advisory (TRA), a part of the Comniscient Group, is a company dedicated to understanding and simplifying concepts related to Trust. TRA was conceived in 2008 to decipher, analyze and measure Brand Trust, to make it universally understood and easily applied. The organization’s focus areas include Research, Publishing, Trust Training, and Licensing.