MxMIndia

Category: ADVERTISING

  • Another maha boring before/after ad. The creative lacks spark, the script is contrived and the youngsters featured in the ad are very irritating

    Debrief: Airtel Digital TV: Big promise, poor delivery

    By Anil Thakraney

     

    Airtel has launched a new TV campaign to promote their digital TV service. The idea is: ‘Sirf cable nahin, life badlo’. The core thought is that in today’s world, the idiot box not only entertains, it changes your life. A bit far fetched? It is. I think the only way TV has changed some people’s lives is by turning them into lazy couch potatoes.

     

    Anyway, now that they have chosen to travel this exaggerated path, the commercials have to be truly sensational for the idea to get wings. But sadly, the one ad I watched left me flattened. There’s this always chilled out bloke who never gets angry at anything in life. Not even when his pal smashes his car. But he goes ballistic and mad with rage when the TV set conks out and the local cable supplier won’t take his calls. So this couch potato switches to Airtel digital TV, and he’s back to being his chilled out self.

     

    Another maha boring before/after ad. The creative lacks spark, the script is contrived and the youngsters featured in the ad are very irritating. Here’s a suggestion for Airtel and all other advertisers: When you have to show slothful people, it’s critical that they look a bit cute and charismatic. Else, the combo of laziness and ugliness repels the viewer. And you’ve lost the battle even before it has begun.

     

    Rating: (On a scale of 1 to 5): 1. Weak and uninteresting creative

     

  • With their appointments, TracyLocke India now has the momentum to aggressively push their agenda, and build a great shopper marketing and retail capability for their clients

    Samir Mehta and Pradeep Ramakrishnan to head TracyLocke India

    By A Correspondent

     

    Pradeep Ramakrishnan
    Pratap Bose
    Samir Mehta

    TracyLocke India, part of the DDB Mudra Group, announced that its operations will be headed by Samir Mehta, Head- Business & Operations and Pradeep Ramakrishnan will be given additional responsibility; apart from being VP, DDB MudraMax, Media he will also be Head – Strategy & Insights, TracyLocke India.

     

    Pratap Bose, COO, DDB Mudra Group, said: “Tracy LockeIndiawill help build the B2R (Business to Retail) practice for clients and will create strategies for converting consumers into shoppers. With the appointments of Samir Mehta and Pradeep Ramakrishnan, we now have the momentum to aggressively push the TracyLocke India agenda, and build a great shopper marketing and retail capability for our clients.”

     

    Commenting on this progress, Samir Mehta, Head, Business & Operations, TracyLocke India, said: “Evolution of retail in India calls for a better understanding of how the shoppers shop at the last mile inIndia. This becomes imperative for brands. For this, brands need to develop shopper insights. With TracyLocke, who have a commendable record with working on some of the best global brands, and with the Indian retail environment being unique in its own way, TracyLocke India will be customizing the requisites of each of our clients to suit this market, which currently comprises of 95 per cent being unorganized and the remaining 5 per cent organized.”

     

    Adding to this Pradeep Ramakrishnan said: “Shopper marketing inIndiais not just about marrying the interests of the brand, retailer and shopper. It is more complex than that. The role of insights in this scenario would therefore be about ‘Bringing a Method to the Madness’. TracyLocke India with its proprietary tool, processes and measurement systems will lead the creation of new ways of understanding, analyzing and influencing the shopper in India.”

     

    TracyLocke is a creative agency founded in 1913. It is part of the DDB Worldwide Network. with a roster of clients including some of the best brands in the world such as HP, T-Mobile, Starbucks, Johnson & Johnson, Gatorade, Tropicana, PepsiCo, Sony and Unilever’s Lipton.

     

  • The company has plans to ramp up its retail presence in the country substantially and the appointment of Vizeum is in line with this strategy

    Vizeum bags media duties of Veev

    By A Correspondent

     

    Veev, the premium leather goods brand which is promoted by Chennai based Srivathsa Industries, announced the appointment of Aegis Media’s Vizeum India as its media AOR.

     

    The company has plans to ramp up its retail presence in the country substantially and the appointment of Vizeum is in line with this strategy.

     

    Confirming the same, Prakash Venkatesan, CEO, Veev said: “We are delighted to partner with Vizeum as we focus on building our retail presence. We had strong referrals of Vizeum. Once we met them, we realized why they enjoyed such equity. We look forward to working with them and wish them the very best.”

     

    Commenting on the win,S Yesudas, Managing Director – Indian Subcontinent, Vizeum said: “We are humbled at the faith bestowed upon us by our clients and other business partners. I take this opportunity to welcome Veev into the Vizeum family. We are thankful to Prakash and team for considering us worthy. 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.

     

  • Anurag Kashyap, along with Manoj Bajpai and Richa Chadda, to enact pivotal roles in the special episode of the teenage crime series

    Gangs of Wasseypur to raise the thriller quotient of Channel V’s Gumrah

    By A Correspondent

     

    Channel V has entered into an association with the cast and crew of Gangs of Wasseypur to deliver a spine chilling episode of ‘Gumrah’ this Sunday.

     

    In the forthcoming episode, director Anurag Kashyap and the stars from his movie Gangs of Wasseypur – Manoj Bajpai and Richa Chadda will render crucial roles. Gangs of Wasseypur is a celluloid depiction of a revenge saga set against the socio-political dynamics in the land of coal and scraps trade mafia of Wasseypur.

     

    Unlike regular tie-ups, wherein movie stars limit their screen time to only special appearances, Gumrah has the lead stars from the movie enact roles and give shape to the entire story. Sardar Khan ( Manoj Bajpai) and his wife (Richa Chadda) are set to play their characters from the movie and that has been skillfully interweaved with the episodic content, with a special voice over by Anurag Kashyap.

     

    Speaking on the show’s association with the movie, Prem Kamath, Executive VP and GM, Channel [v] stated: “We are pleased to be associated with Anurag, Manoj Bajpai and the team for Gumrah. This association lends credibility to both sides unlike any other occasion. In this episode we have tried to synthesize the key narration of the movie and the fundamental objective of Gumrah – that is to simulate a thought amongst the new generation to realize and chose the right path of action.”

     

    Anurag Kashyap, director and screenwriter, Gangs of Wasseypur said: “Gumrah is very closely knitted to the theme and story of Wasseypur. Based on the youth psyche, each story in Gumrah projects crowded emotions that often lead to unconceivable actions. GoW also deals with one such emotion namely revenge, which instigates human mind to take the path of crime.”

     

  • Yes, it's costly to build a brand mnemonic and it takes many years to make it a powerful brand associator. But the long term benefits justify all that expense

    Anil Thakraney: Need more Amul girls

    By Anil Thakraney

     

    The Amul baby has turned 50. And what a super brand representative she’s been for so many years. The babe’s lost none of her spark, wit and zip. And unlike heavily paid celebrities, she can live on forever. And guess what… she doesn’t charge a penny! I must tell you, I have been strictly advised against butter consumption due to my high BP. But once in a while, unable to resist the charms of the little girl, I do smuggle out a pack from the department store. Such is the pull of a human brand mnemonic.

     

    This makes me wonder. Why don’t we see many more such powerful human brand symbols in Indian advertising? One would have thought Amul’s example would inspire many brand managers. Yes, it’s costly to build a brand mnemonic, you have to invest in it, and it takes many years to make it a powerful brand associator. But the long term benefits justify all that expense. Surely, movie stars and cricketers cost a lot more and they can never be exclusive to a brand. And long term association is out of the question. Even Taj Mahal tea had to eventually drop Zakir Hussein saab after using him for many years.

     

    Incidentally, the Amul girl’s story reminds me of two other memorable desi brand figures. Both, unfortunately, died along the way. One is the Air India Maharaja. He was much adored for many decades, and His Royal Highness actually did not deserve to be killed. Brand Air India has deteriorated badly in recent times, and perhaps the guardians realized the Maharaja doesn’t fit in any more, that they don’t deserve him.

     

    The other one is Asian Paints’ Gattu, the cute little painter boy. Although I once handled that account, I am not entirely sure why they wrote his obituary. I suspect it happened when Asian Paints launched their luxury emulsion, and found Gattu to be too ‘down-market’ for premium imagery. I personally think it was a mistake, a knee jerk reaction. Gattu could have lived on for many more years and served the paint company well.

     

    Anyways, here’s hoping to see at least a few brand managers take a cue from the Amul girl in the near future.

     

    * * *

     

    PS: I am aware a number of media, advertising and marketing professionals read my blog posts. But now I have discovered that politicians like Mamata didi and Mulayam bhaiyya are also my fans! As early as last month I had written a post suggesting that Dr Manmohan Singh be made Prez. Well, the two seem to agree with me! 🙂

     

    Here’s the link.

    Link: http://www.mxmindia.com/2012/05/anil-thakraney-mms-for-prez-puhleez/

     

  • Amsterdam-based SocialMedia8's founder Igor Beuker will be Mindshare's first Global Chief Social Officer, whilst M80's managing director, Mark Evans will be Mindshare North America's new social lead

    Mindshare expands global social media footprint with senior hires

    Igor Beuker

    By A Correspondent

     

    Mindshare, the global media network, has expanded its social media footprint around the world, integrating Amsterdam-based SocialMedia8 into the agency and hiring its founder Igor Beuker as Mindshare’s first Global Chief Social Officer, whilst simultaneously hiring social agency M80’s managing director, Mark Evans as Mindshare North America’s new social lead.

     

    Nick Emery, CEO, Mindshare Worldwide said:  “There is a lot of talk in this space and few experts, even fewer who can translate what they do into integrated business plans for progressive clients. We are putting our money where our mouth is when it comes to social media. Both Igor and Mark bring with them a wealth of experience in actioning both effective and creative solutions.”

     

    SocialMedia8, which specialises in acquiring, managing and extracting value from social fans and followers, will add social commerce, social TV, social gaming, social search and social CRM capabilities to Mindshare’s growing portfolio of social media services.

     

    Igor Beuker, Global Chief Social Officer, Mindshare said: “In this new role as c-level officer I look forward to helping drive the broad social agenda for Mindshare clients. I am very excited to oversee Mindshare’s social media marketing strategy and services at both global and local levels.”

     

    Mr Beuker will take up the newly created role with immediate effect, reporting to Norm Johnston, Global Digital Leader at Mindshare Worldwide. He was previously chief marketing officer at Scoot, TeliaSonera and Telefonica O2. He also founded community agency LaComunidad and social video metrics firm ViralTracker, before setting up SocialMedia8.

     

    In North America Mark Evans, managing director at M80 has been appointed as Managing Director, Social Team at Mindshare North America. Mr Evans will head social media campaigns for the agency’s North American-based clients. He comes to Mindshare with deep digital and social media experience, including serving as Vice President, Digital, at Catapult Marketing and Digital Brand Director at Euro RSCG prior to joining M80.

     

    Mark Evans, Managing Director, Social Team at Mindshare North America said: “”Incorporating social expertise within our scope of services allows us to deliver smarter, digital communication solutions. From insights to strategies, activation and analysis, this approach will allow us to deliver greater value for our clients. And, this will lead to better user experiences for their audiences.”

     

  • This year, Lowe Lintas, will take to the stage to present 'Global India' – the first time the Cannes Lions Festival has featured a seminar dedicated to Indian creativity and its influence globally

    Balki & Shekhar Kapur to present ‘Global India’ at Cannes Lions 2012

    By A Correspondent

     

    R Balki

    The annual Cannes Lions Festival of Creativity kicks off on June 17. Every year a select number of world class advertising networks are invited to speak to the assembled delegates, who converge onCannesfrom all over the world. Some 10,000 delegates, from the agency and client world, attend the festival each year.

     

    This year, Lowe Lintas, will take to the stage to present ‘Global India’ – the first time the Cannes Lions Festival has featured a seminar dedicated to Indian creativity and its influence globally.

     

    Shehkar Kapur

    Chairman and Chief Creative Officer of Lowe LintasIndia, R Balki, will be joined on stage by special guest, Oscar nominated Director, Actor, Producer and new media entrepreneur, Shehkar Kapur. Wired magazine Editor, David Rowan, will interview Mr Balki and Mr Kapur on stage, while the seminar will be introduced by Michael Roth, Chairman and CEO of Lowe and Partners parent company, IPG.

     

    Michael Wall, Global CEO of Lowe and Partners said: “At Lowe and Partners, we pride ourselves on our strong capability in emerging markets. We have great, talented leaders like Balki, who manages to successfully meet the challenges presented by globalization ofIndia, while preserving the local culture. We can look forward to a thought provoking seminar from Balki and Shekhar at Cannes Lions, the first time the festival has dedicated a session toIndia.”

     

    Wall added: “This seminar isn’t just for the Indian Cannes delegates to attend,India’s future will play a large role in our industry’s future and should be of interest to all delegates.”

     

    Mr Balki and Mr Kapur will share their thoughts on a variety of topics, including the creative heritage ofIndia, the future ofIndiaon a world stage, Indian advertising,Indiain the digital age and the film and entertainment industry, and discuss their views on the impact of the nation around the world.

     

    Mr Balki commented: “We are very excited to bringIndiato Cannes Lions for the first time and to have Shekhar join us. He has been, of course, a leading Indian creative force, with a world profile, for some years now and is set to inspire the gathered creatives from all over the world, who attend the event. Cannes Lions is really the only truly global festival that celebrates our industry and looks to its future andIndiais at the forefront of that future. We plan to bring all the diversity, colour, creativity and passion that is modernIndia, on stage with us.”

     

    Mr Kapur added: “I am happy for the opportunity to be on the same platform with creative leaders like Balki and Lowe and Partners and look forward to a great, in depth discussion. Social Media is a new force that is asking us to redefine Advertising’s role in society – we have great challenges, but huge opportunities available to us too, by working within communities”.

     

  • Bang in the Middle will manage the entire spectrum of its impending launches of security and management devices for Knoxx Global

    Bang in the Middle to handle Knoxx Global’s communications

    By A Correpondent

     

    Knoxx Global, an Australian conglomerate that provides integrated security and management services, announced that it has appointed Bang in the Middle as its communication partner for launching its services in India and then subsequently to the world.

     

    Knoxx Global is in the process of introducing GPS tracking services and devices backed by latest technology in a seamless and integrated manner for commercial and individual vehicle owners. The GPS tracking services have a high tech but a user-friendly interface and remote tracking abilities that are absolutely state of the art which can be easily controlled through SMS from mobile phones.

     

    “I am delighted to announce that we have found likeminded partners in the Bang in the Middle team,” said Ajay Pal Singh, Managing Director of Knoxx Global. “We have very ambitious plans for our services. We, along with Bang in the Middle team, will surely create a brand thatIndiawill aspire for,” he added.

     

    “This just reaffirms our collective calibre and ability to launch and grow a brand withinIndiaand globally,” said Prathap Suthan, Managing Partner, Bang in the Middle. “We are very proud to have been chosen by Knoxx, and I am pretty sure we will help Knoxx become the marquee global brand they truly can become.”

     

    Bang in the Middle will manage the entire spectrum of services for Knoxx Global for its India plans.

     

  • Dear Dilli news channelwallahs, please get this: You are not running a local city station. You are supposed to be running an Indian news channel

    Anil Thakraney: Wake up, Dilliwallahs!

    By Anil Thakraney

     

    Ever wondered why TV studios identify their location as ‘News Centre’ (or similar words) instead of the city of broadcast? Well, they don’t want to declare ‘Delhi’, which is where most of the news TV headquarters are located. Because, I suppose, they desire to project themselves as being pan-India. And yet, they often find their Dilli bias hard to dilute, and it shows up again and again.

     

    That’s exactly what happened with the breathless, 24X7, carpet coverage of the ‘Kaun Banega President?’ reality TV show. Ball by ball account, blow by blow detail was being dished out on the presidential race. Anchors and reporters just couldn’t conceal their excitement. It gets worse: Most of the coverage consisted of wild speculation and unconfirmed reports. This was like a gang of retail shop owners in Lajpat Nagar hectically discussing politics over aloo chaat and sweet lassi.

     

    Now, when you live in Delhi, politics becomes a part of your DNA. That’s well known and it’s fine too. But that is certainly not the case with the rest of India. If a new government was being formed at the Centre, some of us non-Dilliwallahs would take part in at least some of the discussions. But so much gas over the selection of the President? An ornamental post that, at best, is a dummy designation, and at worst a parasitic ‘job’ for which we tax payers pay through our noses. Just for the record, in case it hasn’t occurred to my friends in the capital: Finance Minister to Rashtrapati is a demotion, a VRS scheme, actually.

     

    I know that a whole lot of people in Mumbai disconnected from the news channels all of last week, as we were left with a feeling of alienation.

    And I am sure this was the case in the rest of the nation too. Because we had more important things to worry about. (Like Mr Dhoble’s sensational antics in Mumbai.)

     

    Dear Dilli news channelwallahs, please get this: You are not running a local city station. You are supposed to be running an Indian news channel. And you are meant to take into account the sensibilities of a billion desis. I know it’s tough, but a sense of balance and proportion is critical in this business.

     

    * * *

     

    PS: Poor poor Rajat Gupta. He’s been convicted by a US court on charges of insider trading, and now faces many years in jail. The gentleman must be sorely regretting not having done his number in India. Here, he would be out on bail in a few months, and then would chill at home for 30 years. And if he was still alive when the conviction happened, he would file a clemency petition on account of old age.

     

  • The new identity will be backed with programming that reflects and reinforces the brand philosophy to further deepen its bond with the viewers

    Star Jalsha unveils new identity

    By A Correspondent

     

    Nearly four years after launch, Star Jalsha unveiled a refreshed identity on Sunday. The channel featured a new logo - the ‘Diamond Star’, amidst a fictionalized event show titled “Chalo Paltai”. This new identity is to be backed with programming that reflects and reinforces the brand philosophy to further deepen its bond with viewers.

     

    Star Jalsha was launched as a Bengali GEC from Star Entertainment Media Pvt Ltd stable in September 2008. Iconic shows like Ekhane Aakash Neel, Durga and Bandhan, to name a few, created magic and presented viewers with a myriad range of emotions, living up to the brand philosophy – “Chalo Paltai” (Let’s bring a change).

     

    On this occasion, Kevin Vaz, President – Ad Sales, Star India Pvt Ltd and GM, Star Jalsha said: “It gives me great pleasure to announce the brand refresh for STAR Jalsha. This is the first time in the history of regional television brands in India that a refresh has happened in such depth of detail. STAR Jalsha has become synonymous to Bengal with every step taken since its inception. “Chalo Paltai” brings about another beginning, of reinventing concepts, stories treatment and packaging, to keep up with changing emotions, societal changes and a fresh take on life and relationships.”

     

    Keeping up to the Chalo Paltai tag line, significant turning points have been incorporated in the storylines of several of their most popular shows. In addition to this, two new shows are being launched- Aanchal and Care Kori Na.

     

    This brand refresh is being brought alive though a disruptive marketing strategy, both in terms of creativity and scale, covering a mix of electronic, OOH, Print, Activation and Digital.

     

  • He discussed various aspects of news and gave his valuable guidance to the resident editors across the editions. He showed keen interest in the various aspects of the news papers and gave his suggestions

    Dr Kalam is the guest ed @ Prabhat Khabar

    By A Correspondent

     

    “If you only do what you know you can do – you never do very much.” That’s why Prabhat Khabar, the leading Hindi daily of eastern India, always seeks inspiration from personalities of eminence.

     

    On June 15, Prabhat Khabar was honoured to have Bharat Ratna Dr. APJ Abdul Kalam, former President of India as the guest editor.

     

    When invited Dr. Kalam wanted to know, if Prabhat Khabar was owned by any political party or owed allegiance to any political group. After going through some of our issues he was convinced that Prabhat Khabar is an independent publication and attempts to raise issues of the ‘common man’ and be their voice to the government.

     

    After this assurance, Dr. Kalam agreed to be the guest editor for the day. Articles like children bypassing a vital educative link of their childhood and being burdened with the worries of the adulthood and the loneliness of senior citizen were appreciated by Dr. Kalam.

     

    He discussed various aspects of news and gave his valuable guidance to the resident editors across the editions. He showed keen interest in the various aspects of the news papers and gave his suggestions.

     

    Dr. Kalam is the founder of PURA (Provision of Urban Amenities in Rural Areas) and he was glad to know about Prabhat Khabar’s rural newspaper – Panchayinama. He called it a big step towards rural development.

     

    While leaving he gave his blessings to the Prabhat Khabar family for a bright future ahead. This is the first time Dr. Kalam had agreed to be a guest editor of any newspaper in Bihar, Jharkhand or West Bengal.

     

  • Cheil 2012 Seminar on "Korean wave through digital wave" scheduled for June 18

    Cheil Worldwide partners with a K-pop star for Cannes Lions 2012

    By A Correspondent

     

    Cheil Worldwide Inc. has teamed up with one of the K-pop (Korean pop) stars to speak at a seminar at the Cannes Lions International Festival of Creativity. Cheil will speak about “Korean wave through digital wave”; how K-pop is taking over the world through digital and social media; and what does it mean for advertising. The topic comes from the K-pop phenomenon being at the forefront of Korean wave, the global spread of the Korean culture.

     

    It is nothing new that K-pop is increasingly popular in many parts of the world. But it’s neither attributed to huge marketing spend nor to the interest in Korean culture. The single most decisive factor is the digital environment, which enables K-pop fans to circulate their favorite contents trans-culturally.

     

    SJ Kimm, Regional President of Cheil Worldwide Southeast Asia, will address how K-pop presents a new potential for global contents marketing. “K-pop has already established itself as one of the most sought-after marketing properties in Asia. The implication for the rest of the world is that it will provide marketers with a unique and differentiated marketing platform”, said Kimm.

     

    The seminar will also feature 2NE1, a four-member group, who will tell their own story about how they have emerged on the global stage with the help of digital media.

     

    This is the fifth year in a row that Cheil speaks at the Cannes Lions.

     

    Cheil Worldwide Inc, is Korea’s largest and one of the world’s leading advertising groups. Established in 1973 with headquarters in Seoul, South Korea, Cheil operates 49 offices in 27 countries with about 3,000 employees. 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.