MxMIndia

Category: ADVERTISING

  • Finance Minister Pranab Mukherjee will be chief guest at the Aaj Tak Care Awards to be held in the Capital on June 6

    Aaj Tak Care Awards to be announced tomorrow

    From the MxM Infodesk

     

    Leading Hindi news channel Aaj Tak will host the Aaj Tak Care Awards on June 6 at Hotel Taj Palace, New Delhi. Finance Minister Pranab Mukherjee will be chief guest at the awards which will honour leading companies in the corporate sector who have contributed towards inclusive and sustainable development keeping in mind the society as the focal point

     

    Aaj Tak Care Awards will be given in five different categories: Education, Empowerment, Environment, Health & Livelihood. IMRB and FICCI partnered the event.

     

    Commenting on the awards Joy Chakraborthy, CEO, TV Today Network said, “It is a matter of great pride for all of us to honour the real champions of corporate India who have positively impacted the society. We looked at companies who have gone beyond their corporate objectives of growth & profitability and have put a society centered approach at the centre of everything they do.”

     

  • The classic before/after trick may just have worked for a tea brand, but for a deo brand, the idea sucks, writes Anil Thakraney

    Nivea Fresh Active: Totally off-putting

    By Anil Thakraney

     

    I want to congratulate the Nivea brand manager for finally smashing that done-to-death route of men’s deo advertising: There are no hot babes in hot pursuit of our Nivea dudes. What we see in the new commercial are only men. So far so good.

     

    But from hereon, things go horribly wrong. There are many ads in India (and am sure the whole world) which bore and irritate us. But there will always be a few that piss us off so much, it leads to a rise in blood pressure with a burning desire to demolish the television set. Sadly, Nivea has managed to achieve that.

     

    In the commercial, a group of men yawn very loudly, offensively and repeatedly. And then they use Nivea Fresh Active and starting aaahing, as if suddenly refreshed. This classic before/after trick may just have worked for a tea brand. For a deo brand, the idea sucks. And as for the execution, it never occurred to the ad’s self indulgent creators that listening to men yawn crudely is NOT entertaining or funny in the least. In fact, it’s extremely annoying.

     

    Disastrous advertising. Guaranteed to get you agitated. I keep the remote control on the ready the moment I hear the first bloody yawn.

     

    Rating: (On a scale of 1 to 5): 0.5 Rubbish deo ad. But half a mark for not using swooning babes.

     

  • …but the Top 3 most liked ads were: Gems – Raho Umarless, Sprite – Raasta Clear Hai and Mazaa – Har Mausam Aam

    Vodafone, Pepsi & Kingfisher most recalled brands in IPL 5: Ormax

    From the MxM Infodesk

     

    The top recalled brands during IPL 5 are Vodafone, Pepsi, Kingfisher, Volkswagen and Hero, according to the findings released by Ormax Media’s Cricket Advertising Recall & Effectiveness research – Day After Cricket (DAC),

     

    The last week of IPL 5 however saw Pepsi lead the recall charts, touching a score of 44% on Unaided Recall, the highest achieved by any brand this season.

     

    Volkswagen and Kingfisher were the only brands which feature among the Top 10 brands in terms of both Unaided Recall and Ad Likeability.

     

    The Top 3 most liked ads were: Gems – Raho Umarless, Sprite – Raasta Clear Hai and Mazaa – Har Mausam Aam. Interestingly, none of these three campaigns featured a celebrity.

     

    The most recalled innovation sponsorship asscoation recalled was Karbonn Kamaal Catch. DLF Maximum Sixes and Vodafone Star Of The Match are a distant no. 2 & 3.

     

    IPL 5 Top 10 Brands Recalled

    Rank

    		 Brand

    1

    		 Vodafone

    2

    		 Pepsi

    3

    		 Kingfisher

    4

    		 Volkswagen

    5

    		 Hero

    6

    		 Coca-Cola

    7

    		 DLF

    8

    		 Idea

    9

    		 Nokia

    10

    		 Tata Docomo

     

     

    IPL 5 Top 10 Most Liked Campaigns

    Rank

    		 Brand

    1

    		 Gems

    2

    		 Sprite

    3

    		 Mazaa

    4

    		 Volkswagen

    5

    		 Cadbury’s Dairy Milk

    6

    		 Yatra.com

    7

    		 Kingfisher

    8

    		 Mountain Dew

    9

    		 Lays

    10

    		 Slice

     

    Day After Cricket is a consumer based day-after recall study, conducted among IPL viewers across six cities: Mumbai, Delhi, Bangalore, Hyderabad, Chennai and Kolkata. The TG for the study was Males 15-40 years and Females 15-34 years old.

     

  • The moment they positioned it as the 'poor man's' car, they took the sex out of the equation. No one wants to be perceived as a loser when it comes to his car

    Anil Thakraney: Nano: Manufacturing success, marketing failure

    By Anil Thakraney

     

    Last night, I watched a very interesting documentary on Nat Geo. No, it wasn’t about lions or elephants, it was about all that went into the making of Ratan Tata’s dream car, the Nano. The programme was fascinating, as the producers went through all the challenges and problems the Tata group faced to bring the so-called ‘one lakh’ rupee car to life. And they also spoke to the designers and the engineers as well as to Ratan Tata himself. (A quick aside: Why Shri Tata prefers to speak only to firangi journalists and production teams is something I’ll never understand.)

     

    Must say I was left quite impressed with the manufacturing marvel little Nano is. Okay, so it isn’t really a one lakh rupee car on the road, but at its price point it does pack in a lot of goodies, is reasonably comfy for four passengers and is hugely economical on fuel consumption. And most importantly: because it’s tiny, the Nano can slip into any little parking space… a huge bonus in city conditions. And yet, the car hasn’t taken the market by storm. Sales have been below expectations, in both urban and rural areas. Strange? Well, not really. Because Tata’s marketing team screwed up a really good thing.

     

    The moment they positioned it as the ‘poor man’s’ car, they took the sex out of the equation. Even at a low cost, a car’s association with status and pride must be maintained. No one wants to be perceived as a loser when it comes to his car, a person’s most visible possession. This simple little consumer insight eluded such highly paid and experienced marketing minds.

     

    The bad news is that the damage is done. Whatever tricks the Tata Nano marketing guys have up their sleeves, it will be very difficult to erase the ‘poor man’s car’ image. I would like to meet Mr Tata and discuss this, but he seems to be allergic to desi journos.

     

    But here’s the good news for Tata. After watching the Nat Geo documentary, I have decided to buy the Nano. Because it’s a real value for money gaadi, and what people think of me has never mattered anyways. All that the Tata group can hope for is there are more misfits like me in this nation.

     

    * * *

     

    PS: ‘A Step From Zero’ is a cool web idea from Coke. The film features a youngster who turns his sad life around by practicing a new dance move. The film’s gone viral and the dude’s become famous. This was a web project where people were invited to shoot videos of their dance moves and submit them for selection. Nice web idea from Coke. A good case study for marketers struggling with the digital space.

     

  • 17 teams from various clients and media organizations participated in the quiz

    DDB Mudra wins The Economist’s Battle of Wits quiz

    By A Correspondent

     

    The DDB Mudra Mumbai comprised Anwesh Bose, Manasa Nayak, Siddharth Srivastava team won The Economist’s Battle of Wits quiz held at Garden of Five Senses in Delhi last Friday.

     

    The NTPC team comprising Sujit Varkey, KM Prashanth and Chandan Shahi came in second and Zenith Optimedia team, comprising Sudipto B, Ashima Thapliyal and Vikrant Dhawan came in third.

     

    The quiz was conducted by Firstpost senior editor Anant Rangaswami.

     

    17 teams from various clients and media organizations participated in the quiz.

     

    Mahesh Nambiar, ad sales director, The Economist,India, said: “We are delighted at the turnout for the event. We were worried that the searing heat may act as a deterrent but 65 of our friends from media and client organizations turned up.”

     

  • After their e-commerce store, www.basicslife.com opened, Hanif and Suhail Sattar feel the time is right to push for a national presence

    Make way for the men. Basics Life goes National

    By A Correspondent

     

    After having enjoyed great success in the men’s fashion segment inSouth Indiawith over 90 stores, Hasbro Clothing has decided to launch its Basics Life brand in a nationwide campaign to promote their newly launched online shopping portal, Basicslife.com.

     

    Hasbro Clothing was founded by brothers, Hanif and Suhail Sattar in 1992. Their rebranded retail experience store, Basics Life, was launched in 2008 and in 4 years, it has spread across 90 exclusive outlets and has presence in over 600 multi-brand outlets across Indiaand the world, apart from being available on the lifestyle and fashion portals like myntra, Jabong and others. The brand houses clothing, footwear and accessories from their three private labels Basics 029, Genesis and Probase.

     

    After their e-commerce store, www.basicslife.com opened, they feel the time is right to push for a national presence. “Our dream of being the one of a kind lifestyle retail fashion destination for men is finally showing signs of coming of age, the range in the store, and the store itself, was testimony to that fact, now the communication and the reach with this new creative will put us on the map,” said Hanif Sattar.

     

    The campaign, ‘Shop like a Man’, speaks to and for the men, and has been conceived and created by Happy, Bangalore. The agency has been handling the account from 2008, right from creation of the Basics Life brand.

     

    “The central idea was to promote shopping for men like never before. We latched onto the idea ‘Shop like a man’ (working out of the insight that online shopping could only have been invented by man),” said Kartik Iyer, Chief Executive Officer and creative lead on the project.

     

    The campaign starts off with ‘The ‘Man’tra”, a signature anthem created specifically to celebrate all the basic things that make men, men. Kartik Iyer had himself penned the song in collaboration with Mikey McCleary. In addition to the TVCs, The ‘Man’tra will also be released as a standalone 3minute song supported by a 2 minute video on YouTube.

     

    “The project has been brewing for a while now. So when we decided to create a song, the order of process was all very different. Not to mention loads of fun. But I must confess being true to mankind was truly a pleasure,” said Mr Iyer.

     

    In addition, the campaign also comprises of spots, activation, digital/social and viral engagement programmes.

     

    Campaign Credits

    Brand: Basics Life

    Client: Hanif Sattar, Suhail Sattar

    Agency: Happy,Bangalore

    CEO & ECD: Kartik Iyer

    CCO: Praveen Das

    Lyricis: Kartik Iyer / Mikey Mccleary

    Copywriter – Athul C

    Art Director – Viduthlai Raj M

    Account Management:  Neelima K, Ajaykumar

     

    Production House: Hello Robot

    Producer: Kitisha Gaglani

    Director: Barney Howells

    Director of Photography: Edward Goldner

    Music Director: Mikey McCleary

    Art Director: Sid

     

  • From CIL 9 onwards, Ram Kapoor continues to hold the first position. He is more popular than Priya who is at rank No. 4

    Ram Kapoor continues to be favourite Hindi GEC character : Ormax Media

    By A Correspondent

     

    According to the eleventh edition of Ormax Media’s quarterly study Characters India Loves (CIL), Ram Kapoor (Bade Achhe Lagte Hain) continues to be the favourite character among Hindi GEC viewers.

     

    Bade Achhe Lagte Hain launched on May 30, 2011 and Ram Kapoor entered the CIL July-Aug 2011 track (Edition Eight) at No. 5. His co-star Priya entered at the No. 10 rank. From CIL 9 onwards, Ram Kapoor continues to hold the first position. He is more popular than Priya who is at rank No. 4 in this track.

     

    The favourite non-fiction show characters are Kapil Sharma (Comedy Circus), Raghu & Rannvijay (MTV Roadies) at No. 1, 2 & 3 respectively.

     

    This track of CIL was conducted among 3000+ respondents in six cities – Mumbai, Delhi, Ahmedabad, Lucknow, Indore & Jalandhar, in the 15-44 years age group.

     

  • Besides, on-air programming on Neo Prime, the former Chelsea defender will also be involved with several on-ground initiatives

    Neo Prime signs Frank Leboeuf for special programming on UEFA EURO 2012

    By A Correspondent

     

    Neo Prime has signed French legend Frank Leboeuf for exclusive preview shows and wrap around content during UEFA EURO 2012 (starting 8 June). Mr Leboeuf was part of the historic French team that won the FIFA World Cup in 1998 and the UEFA EURO in 2000.

     

    The wrap around show ‘Extra Time’ will be hosted by Radhakrishnan Sreenivasan (popularly known as RK) and feature Frank Leboeuf along with celebrity football fans across all walks of life – Bollywood, business, music and fashion. Besides, on-air programming on Neo Prime, the former Chelsea defender will also be involved with several on-ground initiatives including football clinics, contests and meet and greet with fans.

     

    Frank Leboeuf said: “I am delighted to visit India and stay here and interact with the football fans. The UEFA EURO has always been one of the toughest football championships, on par with the FIFA World Cup. All the teams are top-notch competitors and 8 out of the 16 teams can potentially emerge champions in this edition. I am particularly excited about engaging with fans across multiple touch-points.”

     

    Mautik Tolia, EVP – Programming and Creative Head, Neo Sports Broadcasting Pvt. Ltd said: “UEFA Euro 2012 is the biggest football extravaganza of the year and we wanted to raise the bar and interact with fans beyond the TV screen. Frank is a legend and for a blockbuster event like UEFA EURO, we needed someone with his skill, knowledge and enthusiasm to take our programming vision forward and delight the football fans.”

     

  • Having survived and survived with flourish in the last five years has been no mean feat for Creativeland Asia. Team CLA and their clients talk to MxMIndia on what makes the agency such a hit.

    Five years of Creativeland Asia

    Sajan Raj Kurup

    By Tuhina Anand

     

    As Creativeland Asia (CLA) completes five years of existence, one cannot ignore the fact that the agency has managed to find a foothold in this industry and not just that but has managed to do very well for itself. At its birth in 2007, CLA was just another name started by an awardwinning ex-creative head with a few others but slowly and steadily it has managed to find a place for itself and this has only happened because of its cutting edge and consistently good work on accounts like Frooti or for German luxury automobile manufacturer Audi which won a GrandPrix at both Spikes Asia and Goafest. And of course the much acclaimed work for Hippo.

     

    Talking about CLA, Sajan Raj Kurup, Founder and Creative Chairman at CLA said, “Completing five years is a landmark especially in a market like India but what makes this even more special is that we have made it on our own terms. I believe that India is one of the most creative countries and I have wanted to show that creativity to the world. While on the downside, making it on your own in India also becomes difficult because of various reasons and that’s the challenge we took. We managed to reach this point only because of the unconditional support that we have received from our friends who have been with us through thick and thin and our clients who became our biggest investors by believing in us.”

     

    He added, “At CLA we have created a culture that is quite ingenious to our way of working. We have created a culture of excellence and most importantly we have stayed away from the muck. This has helped us in focusing on real work that has worked for the clients. We may have won awards but I can vouch that none of them were scams as we steer clear of them. There is no work for awards sake but only work that works, that’s been our motto and I can say that today people outside of CLA recognize this culture and there are many young people who want to join us only because they know of our culture and our commitment to creativity. I don’t know if we have created a perfect place but we have created a place we are proud to be part of.”

     

    Work@CLAVikram Gaikwad, Partner and Executive Creative Director, Creativeland Asia

    I realise that if you are doing what you really want to do, five years can go by before you know it. I am happy and proud that we have managed to live up to the plan we discussed the very first day of Creativeland’s inception, and we have stood by our principles from the very first day. We have consistently worked towards excelling in whatever we wanted to do. We also have our clients to thank who believe in us without whose partnership this achievement would not have been possible.

     

    Anu Joseph, Executive Creative Director, Creativeland Asia

    Sitting at Raj’s dining table five years ago, I knew we could be where we are today, if we stuck to Raj’s vision for Creativeland. There was clarity about how we were going to go about things. There have been ups and downs, heartbreaks and pressures, but it has been a pleasure walking into work every single day. And of course, there is so much we owe to our client partners who have invested their faith in us. They have been the force behind every piece of work we have done.

    These words clearly show that Mr Kurup is happy with the way CLA has shaped up. In fact, CLA is the first and the only agency from India that has made to the World’s Leading Independent agencies list in 2010. He points five events that made CLA in the last five years for the agency: CLA creating benchmark in creativity with every category it has worked on, from being a 4-5 member team to being 90-member team and creating a strong agency culture without any compromise, recognized as a leading independent agency and getting Grand Prix for real works, lasting relationship and innovative thinking and lastly being able to consistently deliver good work.

     

    Giving his take on working with CLA, Michael Perschke, Head, Audi India said, “I find Creativeland to be a good creative melting pot, one that is not restricted to typical media avenues. As an owner-driven agency, Creativeland is capable of doing things their own way and coming up with solutions, while keeping the core brand messages in mind. Their ideas have worked very well for us. Some of the work has been exposed to our colleagues in Germany, and has been appreciated.”

     

    Another of CLA clients is Cafe Coffee Day (CCD) where the agency has been working for long. K Ramakrishnan, President, Marketing, CCD, said, “Our journey with CLA is over five years old now. There is huge similarity between the organisational ethos of CCD and CLA in the sense that both started out as small organisations with a huge determination to make it big and to a large extent are on our way there. Another, is the spirit of youthfulness. Notwithstanding the growth that both the organizations have had, our relationship continues to be one to one.”

     

    “CLA’s focus on turnaround time where they have been able to churn out relentless number of creative outputs, on time each and every time, the youthfulness in their thought process and the spirit of a small agency in terms of ownership of brands and hunger for growth, contribute to their success in a short span of time, added Mr Ramakrishnan.

     

    As for the future of CLA, Mr Kurup is categorical as he says that while they are open to partnering provided it’s on their own terms however there is no plan to sell CLA to any bigger network. He said, “I have started CLA with the prime motive of building it up, selling it definitely not in the plan.” He added, “We have been growing on our own terms and have been saying no to businesses that we don’t feel comfortable working with. What CLA delivers is a personal touch to the clients and we don’t want to settle for anything less but only high quality ideas that delivers.”

     

    As for scaling up, CLA plans to open an office in London and is working on it. It has two offices in India and one regional office in Singapore. Also, the future for CLA is in getting on the content in a big way and it has taken a step towards this by getting into the movie business and more will follow in the future.

     


  • She will be seen in an aggressive multi-media campaign which will be created by Lowe Lintas

    Luxor signs Deepika Padukone as brand ambassador for Pilot

    By A Correspondent

     

    Luxor Writing Instruments has signed on Deepika Padukone as the brand ambassador for Pilot for two years.

     

    Announcing the new face of Pilot, Pooja Jain, Executive Director, Luxor Group, said: “We understand that young consumers today are very discerning of the brands they use. The brands have to match their aspirations, ambitions and personality. Deepika comes across as a go-getter who has made it on her own, is confident of her choices and works hard to achieve what she desires from life. She rightly represents the youth who is passionate and seek excellence in their endeavors. Our association with her is the right fit with many common factors between Pilot and Deepika which appeal to the youth instantly. I am sure this alliance will emphasize the positioning of Pilot series as a choice of young achievers.”

     

    Deepika Padukone would be seen in an aggressive multi-media campaign which will be created by Lowe Lintas. Speaking about the advertisement campaign, R Balki, Chairman & Chief Creative Officer, Lowe Lintas, said: “Deepika is a confident person and represents the youth which is aware and determined. Her personality perfectly matches with Pilot and reflects the achievements of the young generation. The ad campaign for Pilot will keep this synchronicity in mind and will have a young feel.”

     

     

  • This campaign by 92.7 BIG FM is an extension of the larger campaign called 'Mumbai Manao, Life Banao'

    Vivek Oberoi to flag off BIG FM’s ‘Cigarette Bhujao Life Banao’ campaign

    By A Correspondent

     

    On World No Tobacco Day, 92.7 BIG FM, Mumbai launched a noble campaign ‘Cigarette Bhujao Life Banao’, in its endeavour to contribute to the welfare and development of society. Vivek Oberoi, a strong anti-tobacco campaigner, joined hands with 92.7 BIG FM to sign a pledge against smoking at the BIG FM studio with RJ Ankit.

     

    To promote this cause and enable widespread awareness amongst the audience, across the city of Mumbai, the actor signed ‘Out Smoking’ on huge cigarette caricature cut-out which will be placed in the Infiniti Mall, Andheri premises, so that people can support the campaign and spread awareness on the ills of tobacco.

     

    The campaign takes on the issue of smoking and the various harms related to it, which have ended many lives. This campaign by 92.7 BIG FM is an extension of the larger campaign called ‘Mumbai Manao, Life Banao’ which celebrates the spirit of Mumbai. As part of the campaign for World No Tobacco Day, 92.7 BIG FM’s RJ Ankit spoke to various celebrities like Vivek Oberoi, Javed Jaffrey, Ayushmann Khurrana on dangers of smoking and its effects. Besides this listeners shared their experiences and doctors gave tips.

     

    Actor Vivek Oberoi has been associated with the Cancer Patient Aid Association (CPAA) for over ten years. This opportunity with 92.7 BIG FM gives him another platform to spread awareness across a wider audience. Mr Oberoi, while speaking to RJ Ankit, said he strongly felt about the need to spread the message of the dangers of smoking and how tobacco-related diseases like cancer, tuberculosis can wreck the lives of individuals and their families alike.

     

    Commenting on this initiative, a company spokesperson said: “As the leading media brand that reflects the city’s passions and emotions, we believe in using our medium – radio to spread awareness and promote noble causes which are of relevance to the society. This campaign has been conceptualized to draw attention towards World No Tobacco Day. As a brand that celebrates Mumbai’s passions, this is our way to create awareness and draw people away from using tobacco.”

     

  • Karmik designers like Rohit Bal, Neeta Lulla, Anamika Khanna, JJ Valaya, Rocky S, Shantanu & Nikhil, Rina Dhaka and Kavita Bhartia to be part of the show

    ‘I Love Style’ powered by Karmik on BIG CBS Love

    By A Correspondent

     

    After the success of India’s Glam Diva, BIG CBS Love has launched its second home grown property, ‘I Love Style’, powered by Karmik. BIG CBS Love, the joint venture channel between Reliance Broadcast Network and CBS Studios International, is known for its international content. The channel has recently begun to create content locally and ‘I Love Style’ powered by Karmik, will be the ultimate destination for to all that one would desire to know on style and fashion.

     

    Karmik, the latest name to accessible designer-wear fashion, is the most appropriate partner for the show, and together, the brands promise to offer a show that depicts style and panache.

     

    At a press conference, held in C’est La Vie Lounge, Mumbai, Neeta Lulla, one of Bollywood’s most celebrated designers, along with Genelia Deshmukh, shared insights of some of her famous bridal outfits, the intricacy that goes in to dressing up a bride, what fashion really means and why she loves style.

     

    I Love Style will take all the style and fashion-conscious women through an intimate expedition of the latest in style, fashion, grooming and more.

     

    As the show progresses, it will feature biggest names in fashion from the Karmik stable like Rohit Bal, Anamika Khanna, JJ, Valaya, Rocky S, Abraham & Thakore, Gaurav Gupta, Ranna Gill, Shantanu and Nikhil, Rina Dhaka, Kavita Bhartia and more…

     

    The show is hosted by the model and anchor, Karishma Naina Sharma and is backed by veteran fashion guru, the founder editor of Harper’s Bazaar India, Sujata Assomull as the style expert on the show.

     

    The show will also go on-ground with audience connect properties like ‘I Love Style Bazaars’ – where designers with quirky styles will be invited to showcase their collection; and ‘I Love Style Parties’.

     

    Ensuring connect on social media, BIG CBS Love and Karmik will also launch a hunt for their stylish ‘Karmik Diva’.

     

    Commenting on the show, Mr. Vishal Rally, Business Head, BIG CBS Networks said: “The property is unique and first of its kind in India, tailored keeping in mind the specific preferences of our audiences. We are confident that we have the right concept to ensure the show delivers everything that the audiences desire to know on Style. We are happy to partner with Karmik and see excellent synergies coming into play which will benefit both consumers and marketers alike.”

     

    Mr. Pradeep Hirani, founder of Karmik said: “What would have better than to partner with and BIG CBS Love to make a stylish show - ‘I Love Style’. I am sure that people will love the show.”