MxMIndia

Category: ADVERTISING

  • The coffee table books – Green Chronicles – is an attempt to acknowledge the green efforts of the organisations in Gujarat

    Divya Bhaskar’s Green Chronicles

    By A Correspondent

     

    Dainik Bhaskar Group’s Gujarati newspaper Divya Bhaskar has released a coffee table book – Green Chronicles – on the green initiatives adopted by corporates in Gujarat.

     

    Unlike what many people think that the power to curb pollution, to save precious resources, lies in the hands of experts, the real power lies in the hands of organizations which have the power to design and promote cleaner products and technologies and help society evolve to more sustainable lifestyles.

     

    Green Chronicles is an attempt to acknowledge the green efforts of the organisations in Gujarat. It brings alive some of the success stories of green technology and process aimed at better environment. It showcases 14 companies in Gujarat which have focused on eco-friendly sustainable development. The book talks about case studies such as AdaniPortsand Special Economic Zone, Gujarat Ambuja Exports, Naroda Enviro Projects Ltd, Gujarat State Electricity Corporation, ONCG Petro Additions Limited.

     

    Mr Saras Sethi, COO – Dainik Bhaskar Group, Gujarat , believes: “Green is the voluntary pursuit of any activity that encompasses concern for energy efficiency, environment management, water management, waste management and recycling. Green practices ultimately leads to sustainable development and equitable growth”.

     

    He commented on the release of the book: “This coffee table book is an attempt to highlight the environment-friendly approach adopted by the organizations in Gujarat, and thus, encouraging more people to understand the importance of keeping our nation green.”

     

    The book is circulated among the advertisers and business fraternity of Gujarat. It is one step ahead in celebrating and acknowledging the efforts of green organizations in Gujarat. Environmental responsibility is no longer just about donating money and services to needy groups. Business process, product development, and partnerships can all be perceived for better, more responsible alternatives. And if the responsible choice saves money in the long run, adds value to the product, and creates a positive culture, then it is definitely a good thing.

     

    The Dainik Bhaskar Group has a strong presence in newspapers, radio, event marketing, printing, short code, Digital, services andMobileapplication. Its flagship Hindi daily newspapers are Dainik Bhaskar, Divya Bhaskar, Divya Marathi and DNA. It covers 13 States with 64 editions reaching across 19 million readers every day.

     

    Additionally, it publishes 3 other newspaper – Business Bhaskar, DB Gold, DB Star. In magazine sphere it publishes Aha! Zindagi, Bal Bhaskar for young readers and Lakshay. The other media businesses includes MY FM ; FM Radio station network across 17 cities and IMCL (Digital services).

     

  • For one, getting Rajesh Khanna back from his long exile is serious lateral thinking. It makes the TVC surprising, noticeable and clutter breaking

    Debrief: Havells Fans: Masterstroke!

    By Anil Thakraney

     

    Very smart of Havells to rope in veteran actor Rajesh Khanna for their new ad for fans. And the treatment is cool too. I am usually not a fan of celebrity advertising, but this particular one simply rocks.

     

    The ad features Khanna boasting that the winds of change may blow, but that no one can take his fans away from him. A bit of an obvious pun on fans, but in this case it works. There are classical images of the star from his hey days as also from the present time. He even takes a thinly disguised dig at Bachchan, who dethroned the superstar in the seventies.

     

    Here’s why this ad works for me: For one, getting Khanna back from his long exile is serious lateral thinking. It makes the TVC surprising, noticeable and clutter breaking.

     

    The media has taken it up for coverage, and that’s a lot of free publicity for Havells. Imagine if they had used the done-to-death Big B. The ad would have passed by like Ogilvy’s ship in the dark. Also, the execution is pleasing. Khanna speaks with that famous drawl in the voice, a mixture of arrogance and self confidence. Something we identify with him. And his mannerisms are also the same. The laidback charm, the larger-than-life persona. Great stuff.

     

    In short, all that good advertising should be. As a bonus, the commercial makes you want to watch Khanna’s classics all over again.

     

    Rating: (On a scale of 1 to 5): 4. Surprising solution at its best.

  • If things don't change, news channels will lose the war to the internet. And lose it much quicker than we had imagined

    Anil Thakraney: Why TV debates have become such an ordeal

    By Anil Thakraney

     

    Quite frankly, I am tiring big-time of television debates and chat shows. It’s become an ordeal to watch these. And if things don’t change, news channels will lose the war to the internet. And lose it much quicker than we had imagined.

     

    Here are five changes I would like to see happen, ASAP:

     

    1. Anchors must remain objective at all times. Their personal biases are easy to sniff out, and this reduces the discussion to a charade. One way to make this happen is for the Delhi journos to stop bonding with politicians. And for the Mumbai journos to stop bonding with industrialists and movie stars. Without the distance, it’s impossible to remain neutral.

     

    2. Anchors must offer no opinions. However tempting that might be. That is the job of the members on their panel. And if the anchors are itching to belt out personal views, that must happen in their newspaper columns (and quite a few senior anchors have that opportunity). Or, they can create special programmes on their channels with the agenda to make themselves be heard. Like ‘Arnab Speaketh’ or ‘Rajdeep Unplugged’. Viewers who value their opinions will patronize such shows.

     

    3. Programming heads must find new voices. And more importantly, relevant voices. The usual suspects cannot be shoved into our living rooms all the time. All the more so because programmers have no option but to invite the same spokespersons of various political parties. Therefore the rest of the panelists have to be fresh faces. Seriously, it’s rather comical to have Suhel Seth, Alyque Padamsee, Shobhaa De, Prahlad Kakar, and so on, shower their pearls of wisdom on us every evening and on every topic.

     

    4. Most TV debates conclude very sweetly with ‘The entire system has to be overhauled’. How priceless is that! Here’s a suggestion, guys: Be ruthless. During a live discussion, demand that viewers be offered fresh insights, don’t take nonsense from your guests. And for the recorded shows, if no new perspectives have emerged, simply trash that particular episode. And redo it at a later date. Much wiser to do that than to air mindless stuff.

     

    5. DO NOT PLAY JUDGE. Not in the news bulletin, not in the chat room, not in the panel discussion. And repeat this ten times in your head. When we viewers want justice, we’ll go to the court rooms. Thank you very much.

     

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    PS: Interesting approach by Old Spice. Believe in your ‘smellf’. Good attitude. If they can milk this property, Old Spice can own the category. A lesson for all those after-shave and male deo brands whose ads feature women mindlessly chasing the studs.

     

  • MediaVest will handle the media planning and buying duties for the Ramdev Chilly Powder and Ramdev Asafoetida (hing)

    MediaVest adds Ramdev Foods to its kitty

    By A Correspondent

     

    Keeping the momentum, MediaVest Worldwide added the media business for Ramdev Food Products Pvt. Ltd. to its kitty. MediaVest will handle the media planning and buying duties for the Ramdev Chilly Powder and Ramdev Asafoetida (hing). The new business will be managed from MediaVest Mumbai office.

     

    Ramdev Foods Pvt. Ltd. is a leading producer of spices and masala mixes since 1965 and offers a range of premium Indian spices turmeric, chilly powder, coriander – cumin powder, and so on.

     

    Confirming MediaVest’s appointment, Mr. Pradip Patel, Director, Ramdev Food Products Pvt. Ltd. said, “We were impressed by MediaVest’s strategic approach and the team was extremely focused and efficient with the ideas they shared with us. We are certain that our alliance with MediaVest will help us break clutter and maintain a leadership position in the spices category.”

     

    Dinesh Rathore, Vice President, MediaVest Worldwide, said: “We are thrilled with the win and look forward to partnering with Ramdev Foods. With MediaVest, Ramdev Foods will certainly be able to achieve their communication objectives.”

     

    Starcom MediaVest Group is one of the youngest, largest and most diversified media networks in the country. It prides itself on its ‘people first’ approach at workplace. In addition to communication strategy development through its two networks – Starcom Worldwide and MediaVest Worldwide.

     

  • Kolkata office of LMG has been appointed to handle the media planning and buying business of OCL and Eden City Group

    LMG Cal wins OCL & Eden City biz

    By A Correspondent

     

    The Kolkata office of LMG has been appointed to handle the media planning and buying business of OCL and Eden City Group. Both the businesses amount to a cumulative billing of over Rs12 crore.

     

    OCL India Limited, manufacturers of Konark Cement, is the flagship company of Dalmia Group and is one of the largest cement manufacturers in the country. Konark brand is a market leader in state of Odisha. Commenting on this win, SG Kedia, Dy Executive Director, Cement Marketing of OCL said: “We were looking at a credible partner to help us in our pursuit to reach out to our consumers, but in a very targeted and planned manner. We were looking at multimedia capabilities and brand centric thoughts from our partners and Lintas Media Group demonstrated both the things well. We look forward to work closely with them and help our brand reach success.”

     

    Eden City Maheshtala is one of the largest housing projects in South Kolkata. Commenting on assigning the business to Lintas Media Group, Mr. Biswadeep Gupta, GM of Eden City Group said: “We liked the category understanding demonstrated by LMG, and also found their media recommendations practical and innovative.”

     

    Suresh Balakrishnan, of Lintas Media Group expressed his appreciation for the team at Kolkata and the professional reputation that they have built in the market. Mahesh Motwani, Executive Vice President who heads the Kolkata Office said: “Kolkata is a market which is on the path of growth and we are very happy to associate with these reputed brands in the city. We value long term relationships and our growth comes from the continued growth of our clients.”

     

    These wins make LMG Kolkata a dominant player in the Kolkata market. Lintas Media Group at Kolkata already handles the media mandate for prestigious clients in the market such as Amul Hosiery, Eveready, PC Chandra, Tidewater, Khadims, Srei,  La Opala besides others.

     

  • Jet Airways joins as Airline Partner to take 30 kids and their families to Hong Kong Disneyland Resort

    Disney Channel launches “Jet Set Go” summer initiative

    By A Correspondent

     

    Disney Channel has begun its one-of-a-kind initiative “Jet Set Go” this week. It is partnering with Jet Airways to give kids and their families a unique opportunity to win a magical all-expenses paid trip to the ‘happiest place on Earth’- Hong Kong Disneyland. The on-air contest will run throughout the month of May on Disney Channel and will give 30 kids and their families an opportunity to go toDisneyland.

     

    In celebration of “Jet Set Go”, Disney Channel is wrapping a Jet Airways aircraft in Disney favourite characters – Mickey and friends – to be unveiled on the May 9 in a special ceremony in Mumbai. “The aircraft wrap is a unique way to quite literally take one’s brand to the sky,” said Mr. Manish Dureja, vice president, Marketing at Jet Airways. “Disney’s focus on kids and families is aligned with our focus in catering to the needs of children and families in flight.”

     

    The children can enter by watching Disney Channel during the month of May and spotting the animated Jet Airways aircraft which will appear until May 28. Children can accumulate points each time they spot the aircraft by dialing a toll-free number flashing on the screen, absolutely free of cost, and leaving a missed call. Those who spot the plane the maximum number of times per day earn the maximum points and at the end of each day, the highest scorer will be announced as the winner on Disney Channel.

     

    “At the heart of Disney DNA is our passion for telling the world’s best stories and providing unique experiences for kids and families. We are pleased to work with Jet Airways and Hong Kong Disneyland Resort to bring our fans this fabulous opportunity to experience Disney magic first-hand,” said Vijay Subramaniam, business head, Walt Disney Television International,India.

     

    One winner will be picked each day, over the period of 30 days with the winners and their families going onto Hong Kong Disneyland Resort for a unique two day Disney experience. “Since opening in 2005, Hong Kong Disneyland Resort has welcomed more than 31 million guests from around the globe. It is the perfect destination for our Indian guests and we are thrilled to be collaborating with the Disney Channel on this campaign. We look forward to welcoming the winning families in July to enjoy all the magical experiences at Hong Kong Disneyland. We hope that they take home with them a lifetime’s worth of memories”, said Wendy Chu, Director of Marketing, Hong Kong Disneyland Resort.

     

    Disney ChannelIndiaoffers an unparalleled blend of quality Disney entertainment and distinctive, originally produced programs that kids love and families trust and enjoy. This includes Disney’s movies and series, sitcoms, family dramas and live action adventure stories. The channel’s multi-genre programming is designed to meet the under-served needs ofIndia’s preschool, kids and family audiences.

     

  • The channel, which has positioned itself as a youth channel, boasts of having an intense understanding of their target audiences

    Spark 2B ultimate music destination: Rally

    By A Correspondent

     

    At a time when the numerous music channels are fighting to survive, it’s a big deal to turn one. Big CBS Spark, part of the Big CBS Network – the JV between Reliance Broadcast Network and CBS Studios International, completed one year on May 2.

     

    The channel, which has positioned itself as a youth channel with the core target group of 10-24, boasts of having an intense understanding and research of the entertainment requirements of their target audiences. “The transition to a music channel has helped, as the music content has increased and now people are able to relate to the channel as we are doing more and more stuff on Indian music scene,” said Vishal Rally, business head, Big CBS Networks.

     

    To stand out of the clutter and to reach out to the correct audience,  the channel conducted an extensive research study on various time slots catering to different age groups (what time of the day which age group (TG) prefers to listen to what kind of content). “We have created music time bands like Hip Hop MCs (for rap, hip hop music), Indie Rock Mania (for rock music and independent bands) and Hot Hitz. As we had the music library of major labels, we had the content. Our concern was planning and finding out the right kind of audience. Besides music, the channel also airs shows like the Cheaters, Maximum Exposure, Smash Cuts, Oblivious and Real TV targeting the youth audiences,” added Mr Rally.

     

    Apart from international music, the channel is also concentrating in providing a unique platform for independent artistes of the country to make Spark “the ultimate music destination”. “We offer original local content too with properties like Indie Music and The Great Gig in the Sky. The channel is attempting to incorporate almost every genre of music so that it has something to offer to everyone,” said Mr Rally.

     

    Talking about the channel’s future plans, Mr Rally said: “Our plan is to ensure the channel reaches the best content to its target audiences and strengthens its positioning as the ultimate music destination.”

     

    The first anniversary celebrations kicked off with a jam session between the pioneers of Sufi rock music, Junoon and the Indie Rock artist, Ankur Tewari.

     

  • I think makers of Limca have blundered big-time on this one. For one, Bebo is over-used in advertising. Waste of money. Cricket has been flogged to death, so that's a waste of time

    Debrief: Limca: Freshness badhao, not pyaas!

    By Anil Thakraney

     

    Limca has changed its positioning statement this summer. Earlier they used to promise freshness. Now they are selling the drink as a thirst quencher. ‘Pyaas Badhao’ is the new message. And they have punned on the word ‘pyaas’. Thirst for a drink, and thirst for success.

     

    Kareena Kapoor is the new brand ambassador. In the commercial, Bebo encourages a young, budding cricketer to sweat and toil so that he can become a successful player. Of course, lots of Limca drinking shots happen along the way. Totally unhappening stuff, I say.

     

    I think makers of Limca have blundered big-time on this one. For one, Bebo is over-used in advertising so she adds little to brand recall. Waste of money. Cricket has been flogged to death in advertising, so that’s a waste of time. But the biggest mistake is giving up ‘freshness’ and opting for a needlessly loaded story. Yes, I am aware ‘freshness’ is a generic concept for cold drinks, but that’s where the challenge for creative people lies. On how to lift a regular thought by creating wow executions. Stunning renditions should have been tried on ‘taazgi’. The new ad tries very hard to establish the ‘pyaas’ of doing well in life. Worse, Bebo demands adequate footage too… what’s the point of using her otherwise? And in all this crowded mess, the brand gets lost.

     

    Not working, people. Go back to ‘taazgi’ and go back to the drawing board. And hurry, the summer shan’t last forever!

     

    Rating: (On a scale of 1 to 5): 1. Strategy shift bombs.

     

  • The business will be handled out of Vizeum's Chennai Office

    Vizeum wins Cholamandalam Finance’s media duties

    By A Correspondent

     

    Cholamandalam Finance, the financial services arm of the Murugappa Group on Thursday announced the appointment of Aegis Media’s VizeumIndiaas its media AOR.

     

    Commenting on the win,S Yesudas, Managing Director – Indian Subcontinent, Vizeum said: “This win makes us very proud. The fact that our contributions to other clients from the Murugappa group also paved the way for this is the most compelling credential for Vizeum. We are really excited about the opportunity to work with Cholamandalam Finance in creating and delivering consumer engagement solutions to the drive their business ahead. We are extremely thankful to the client management for considering us worthy to partner them. This business will be handled out of our Chennai Office.”

     

    Vizeum successfully operates in 55 countries with a philosophy of in-depth understanding of the co existence of lives, brands and media in the actual world, through its process – motivation to media.

     

    Cholamandalam Finance, a comprehensive financial services solution provider offers vehicle finance, business finance, home equity loans, stock broking and distribution of financial products.

     

  • Presenting AdEx data for TV, Print & Radio in Apr 2011-Mar 2012, courtesy TAM Media Research

    AdEx 2011-12: Print grows 14%, TV 11%, Radio 0%

     

    By A Correspondent

     

    This is perhaps the shortest Big Story you’ve read in the eight-month existence of MxMIndia. But then more than words, it’s numbers that have got to do to the talking.

     

    MxMIndia requested TAM Media Research which painstakingly computes data for ad volumes for the television, print and radio sectors. The growth figures are indicative of how these are doing: print isn’t down and out yet with 14%, TV is growing but it’s not as dramatic as we thought it would and Radio hasn’t degrown. In fact we must urge radio practitioners to interpret the 0% in a positive way because there were enough naysayers willing to rubbish the potential of the business.

     

    Note: the analysis is based on ad , that is duration in seconds/CCMs and excludes promos.

     

     


     


     


     

     

  • Out of total requirement of about 35 lakhs STBs, over 5 lakhs STBs have already been installed, about 4 lakhs STBs are available in the stock which are being installed and the orders have already been issued for the balance requirements of STBs

    Nearly 10 lakh STBs ready for Kolkata

    By A Correspondent

     

    The Cable Television Networks (Regulation) Amendment Act, 2011 has made it mandatory for switch-over of the existing analogue Cable TV networks to Digital Addressable System (DAS) by December 2014, in a phased manner. In respect of four metros of Delhi, Mumbai, Kolkata and Chennai, the digital switch-over is to be completed by June 30.

     

    The ministry is very closely monitoring all the activities for the timely implementation and the quality of the Digital Cable TV service. During the high level review meetings by the Ministry, it was revealed that in the case of Kolkata, out of total requirement of about 35 lakhs STBs, over 5 lakhs STBs have already been installed, about 4 lakhs STBs are available in the stock which are being installed and the orders have already been issued for the balance requirements of STBs.

     

    Further it came to the notice that all the MSOs already have digital head ends and the existing channel capacity in each of the case is over 200, which is the mandatory requirement as per the Telecommunication (Broadcasting and Cable Services) Interconnection Regulation, 2012. The channel capacity is being augmented by the MSOs.

     

  • Brand ambassador Priyanka Chopra exemplifies her role as a catalyst of change

    New Samsung home appliance TVC brings in “ek fresh soch”

    By A Correspondent

     

    Cheil’s new television commercial for Samsung refrigerators has a new take - ‘ek fresh soch’ on how technology works as an ally in the life of today’s contemporary working woman.

     

    The idea behind the campaign was to introduce the new Digital Inverter Compressor technology in the new range of Samsung frost free and side-by-side refrigerators.

     

    The entire campaign revolves around “ek fresh soch” that has led to happiness across different families. The films are contemporary, clutter breaking and bring together a vital element that of making both technological and emotional connects with the woman of today. The introduction of appreciation from a child is unique as not only does bring to life product features and the benefits also elaborates sensitivities in today’s home and shows how aware children are of their surroundings and their sense of appreciation of little things in their lives. This coupled with Priyanka Chopra’s role-play as the catalyst of change bringing joy into peoples’ lives makes for a great connect with the audience for Samsung home appliances.

     

    Speaking on the creative, Alok Agrawal, COO, Cheil Worldwide South West Asia said: “The new line of refrigerators demonstrates Samsung’s contemporary lifestyle technology that is set to provide new experiences for today’s woman. Our treatment of the campaign and the messaging is reflective of the modern Indian woman whether housewife, working or single. Key brand and product features have been translated into an emotional benefit from a child’s point of view, as expressions of appreciation for changing the child’s life. The creative leverages Priyanka Chopra as the catalyst of the change as promised by Samsung Refrigerators”

     

    Creative credits:

    Client: Samsung Electronics India Limited

    Agency: Cheil WorldwideSW Asia

    Creative Team: Shiva Kumar, Ayon Sarkar

    Client Servicing team: Amit Ahluwalia, Gireesh Gupta, Nitin Mahajan

    Production House: Fleet Ent. Pvt Ltd.

    Directed by: Tarun Mansukhani

     

    Cheil India has been on an aggressive growth plan over the last 2 years, almost doubling its size in its employee strength and billings. Significant expansion and growth has been seen particularly in BTL and Digital areas, making Cheil one of the largest fully integrated single agencies in India, executing some of the largest cross-functional integrated campaigns, providing 360°implementation across all facets of marketing services.

     

    Cheil Worldwide Inc is Korea’s largest and one of the world’s leading advertising groups. Cheil offers a full portfolio of marketing communications services including advertising, PR, sports marketing, exhibition and display production, and production of large-scale performance events. In 2011, Advertising Age ranked Cheil as the #11 largest creative agency in the world.