MxMIndia

Category: ADVERTISING

  • The survey was conducted to gauge the growing popularity of the social networking sites and its impact on the matrimonial sector

    Singles spend more time on matrimonial than social networking sites: Shaadi.com survey

    By A Correspondent

     

    In a survey conducted by the matrimonial portal, Shaadi.com, it has been found that 63 per cent singles searching for a match tend to spend more time on matrimonial sites than the social networking sites.

     

    The survey was conducted to gauge the growing popularity of the social networking sites and its impact on the matrimonial sector. The findings of the survey clearly showcase that even though the social networking sites are gaining momentum, when it comes to partner search matrimonial sites are considered reliable and trustworthy by singles and hence they tend to visit these sites more often through the day.

     

    The survey also highlights the importance singles give to the social networking sites during partner search. The survey findings reveal that 31 per cent singles agreed to be searching for the profile of their potential partner immediately after they receive Expression of Interest (EOI). While, 27 per cent have denied checking the potential/ short listed partner’s profile till they finalizes someone. 25 per cent singles add each other on social networking sites post their chat on the Shaadi.com instant Messenger and the rest 17 per cent do so after their first meeting.

     

    This trend of visiting the potential partner’s profile on social networking sites like Facebook is mostly noticed amongst the male respondents (74 per cent) as opposed to women respondents (63 per cent). Women respondents have said that they mostly feel the social networking sites are meant for their friends and hence they refrain from adding potential partners to their social network.

     

    Commenting on the survey results, Gourav Rakshit, Business Head, Shaadi.com, said: “The survey findings clearly confirms the fact that people consider matrimonial sites like Shaadi.com more reliable while searching for a partner outside their social circle and hence singles log in more often to these sites as compared to social networking sites which are meant mainly to be in contact with their social circle. These sites are also meant for individuals who can connect with others from a relevant community or having common interests. Members who initially meet through Shaadi.com tend to check potential partners profile on social networking sites to know the common interests, friends, hobbies they might have but certainly do not look for a match through these sites.”

     

  • The report details how the industry's growth on the back of a fast-multiplying internet population is changing the way many Indians are shopping and impacting how businesses function

    MSLGroup India releases e-com report

    By A Correspondent

     

    On June 8, MSLGroup India, Publicis Groupe’s flagship strategic communications and engagement company announced its latest executive report on ‘E-commerce inIndia: Evolution, Growth and Challenges.’

     

    The Internet and Mobile Association of India (IMAI) estimated that India’s e-commerce market is growing 70per cent every year. The report unravels and shares insights on this e-commerce story in India, detailing how the industry’s growth on the back of a fast-multiplying internet population is changing the way many Indians are shopping and impacting how businesses function.

     

    ‘E-commerce in India: Evolution, Growth and Challenges’ highlights the opportunities for companies operating or looking to operate withinIndia’s e-commerce market including:

    • Global trade: How e-commerce has changed the way businesses approach globalisation
    • Lower search costs: How the internet has changed pricing strategies
    • The rise of facilitators: How internet banking has created new opportunities

     

    It also flags potential hurdles for businesses. The challenges explored by the report cover:

    • Payments: Cash remains king, forcing inefficient options such as payment on delivery
    • Logistics: Courier costs and shipping
    • Cyber crime and online security

     

    Commenting on the report, Jaideep Shergill, CEO, Hanmer MSL, said: “Today, in India, the e-commerce landscape provides opportunities for companies, but also potential hot spots.  E-commerce in India: Evolution, Growth and Challenges shines a light on this growth market, provides insights on how to negotiate the challenges that arise within this category so that brands can effectively use e-commerce to make a difference to their business.”

     

  • This alliance will bring together the research based strategy, planning and campaign management expertise of PSB and the knowledge of healthcare sector and a national footprint of implementation of VIA Media Health

    Penn Schoen Berland & Via Media Health form strategic alliance

    By A Correspondent

     

    Penn Schoen Berland (PSB), a global research-based strategic  communications  advisory that helps companies negotiate some of their toughest corporate image and corporate affairs challenges announced that it has formed a strategic alliance with VIA Media Health, India’s largest healthcare communications service provider, to offer its healthcare clients the most effective communications solutions guaranteed to “move the needle” and give clients a competitive edge.

     

    This alliance will bring together the research based strategy, planning and campaign management expertise of PSB and the knowledge of healthcare sector and a national footprint of implementation of VIA Media Health to tackle the full spectrum of advocacy, corporate image and corporate affairs challenges faced by companies across the spectrum of healthcare products and services to achieve their goal of  providing  ‘universal and affordable healthcare.”

     

    “Understanding the competitive landscape and the challenges faced by our client is the key to developing and delivering a programme that helps them gain a competitive edge. This partnership will combine the best of research based planning with the national execution footprint of VIA Media Health to deliver the best returns on the communication investment by our clients,” said Ashwani Singla,MD& CEO, Penn Schoen Berland,South Asia.

     

    Commenting on the partnership, Swadeep Srivastava, MD & CEO, VIA Media Group, said: “We at Via Media have always been looking to add cutting edge research based communication solutions for our clients from a wide spectrum of health sector. The alliance with PSB will further strengthen our offering besides giving us an opportunity to work closely with their global and Indian clients.”

     

  • Milestone Brandcom brings the glitz and glamour from Jhalak Dikhhla Jaa out on the streets

    Milestone Brandcom executes campaign for Jhalak Dikhhla Jaa

    By A Correspondent

     

    Milestone Brandcom has brought out the glitz, glamour, magic & star power straight from the sets of Jhalak Dikhhla Jaa out onto the city streets.

     

    Jhalak Dikhhla Jaa is the Indian version of BBC’s Strictly Come Dancing and ABC’s Dancing with the Stars that went on air on June 16. The dazzling launch was supported by an extensive OOH coverage in over 22 cities across a wide array of 1,500 high impact media touch points; coupled with a mixed bag of innovative ideas that have been conceptualized and implemented by Milestone Brandcom along traditional and unconventional media mix generated the desired buzz and hype around the launch of the show.

     

    This is the first time that Colors is broadcasting this famous international format. The show brings together 12 celebrities along with one common man who will compete with each other along with their choreographer partners for the title. These 13 pairs will be judged by 3 celebrity judges – Madhuri Dixit, Karan Johar & Remo D’souza.

     

    The media mandate / communication objective to Milestone Brandcom was to bring out the spectacular extravaganza from the show, live on OOH. The core communication objective was to create intrigue for the upcoming show and to build salience for the brand and maximize impact through high visibility, scale and innovation.

     

    The main media objective was to drive tune ins for the channel thereby increasing TRPs.

    To ensure the right audiences were reached, a high intensity OOH plan was executed across the key target markets – Mumbai, Delhi, UP, Gujarat, MP, Maharashtra and Rajasthan across mass media touch points varying from billboards, bus shelters, metro signages, pillars, bus panels, lift branding, station branding and utilities. The viewers were intrigued at every OOH transit point with thrilling visuals of the judges.

     

    The 2 innovations executed for the show were conceptualized around the “disco ball” element that relates directly to dance; were a perfect brand fit for the show. The first was a Gigantic Disco ball at Mahim causeway. The disco ball, sparkling through the night was set up on a rotating disc. It was visible from a distance of over 500 metres and ensured that every passerby stopped & glanced at it. The second execution at Juhu, Tulip star junction was that of a “shiny disco ball.” The hoarding was lit from various points & it appeared as if the disco ball was glistening in the night.

     

    Commenting on the campaign Rajesh Iyer, Head Marketing, COLORS said: “Since this was the first season of Jhalak Dikhhla Jaa on Colors, we had a dual task in hand – to communicate the launch of the show along with building recall for the time slot and the channel. Along with Milestone Brandcom, we developed an idea of using the “disco ball” imagery through-out the campaign to bring out the essence and star power of the show. Due to the awareness created by this innovative and creative OOH campaign, Jhalak Dikhhla Jaa has stood out distinctly and created excitement. This concept has helped us in creating buzz for the show and certainly created the desired impact.”

     

    “We tried to being out the action from the sets of the show out onto the OOH campaign. In order to complement the exuberance of the show it was essential to build presence along every key arterial route and important transit junction in the key markets and that is exactly what we delivered,” said Hanoz Patel, Founder Member & Managing Partner, Milestone Brandcom.

     

  • There's a basic problem with this creative treatment: It's kiddish. Cadbury has failed to replicate the magic they create with their chocolates

    Debrief: Cadbury Gems: Not really a gem

    By Anil Thakraney

     

    After ‘upgrading’ their chocolate brands to adults, Cadbury is trying out the same trick with the totally kiddie Cadbury Gems. And I must say this is a very brave move. While one can understand and accept the fact that adults do indulge in chocolates, uncles and aunties gorging on Gems is pushing things a bit.

     

    The strategy is that Cadbury Gems brings out the inner bachcha in you. And that the brand makes you behave in a childish manner in adult situations. ‘Raho Umarless’ is the creative interpretation. I watched two commercials. In one, an oldish aunty sitting on a park bench notices a Cadbury Gem. She can’t resist it and sets off a volcanic eruption of candies. In another ad, a man spots an artifact inside a museum. It’s created out of Cadbury Gems. He plucks one candy out, and this action dislodges the entire structure and the creation is destroyed.

     

    There’s a basic problem with this creative treatment: It’s kiddish. Cadbury has failed to replicate the magic they create with their chocolates. For the latter, one is shown adult situations in which adults behave like adults. This creates empathy, and the brand wins. In the case of Cadbury Gems, adults behaving like silly kids will draw zero empathy from adults, there is no emotional connect. At best, the kids, who are the core consumers of Cadbury Gems, will love these commercials, and laugh their little heads off watching adults make fools of themselves.

     

    In other words, all that Cadbury has done is to reach out to the bachchas once again, this time showing adults in slapstick situations. And because of this, despite the ads being entertaining, they will score no points with the adult market. In any case, I think it’s a bad idea trying to promote a hardcore kiddie candy to adults. It’s not going to work.

     

    [youtube width=”325″ height=”225″]http://www.youtube.com/watch?v=Ink9lAkrcxY[/youtube] [youtube width=”325″ height=”225″]http://www.youtube.com/watch?v=jjV91ZRqu-o[/youtube]


    Rating: (On a scale of 1 to 5): 2. Dicey strategy. Flawed creative.

     

  • Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media

    Ormax offers tool to measure effectiveness of big media tie-ups

    By A Correspondent

     

    Media research & consulting firm Ormax Media announced the launch of its proprietary model for brand association measurement – Mpact. Mpact is a scientific tool that measures the strength of association of a brand with a big-ticket, high-impact media property.

     

    Mpact can be used by brands and media agencies to test effectiveness of their brand’s association with high-impact properties across media, e.g. Sporting event associations, reality shows sponsorships, AFPs, print and television innovations and roadblocks, product placements, co-branded campaigns, and so on.

     

    In the Mpact model, consumer data is used to calculate the Mpact Score, a single-number measure of the effectiveness of the association for the brand.

     

    Speaking on the launch, Shailesh Kapoor, CEO – Ormax Media: “When an advertiser pays a premium to associate with an impact property such as IPL, KBC or Bigg Boss; takes a false cover on Times Of India; plans a roadblock on a top channel; or associates with a big film such as Ra.One or Bodyguard – returns that go beyond just the day-after recall of the association are expected. Mpact is a simple but powerful method of measuring how effective the association has been for the brand, beyond just a recall score which is extremely transient in nature. In effect, the Mpact Score is a surrogate ROI measure of the association.”

     

    Mpact has been developed and tested across more than 50 media associations by leading brands in various categories, including ‘Airtel presents Satyamev Jayate.’

  • Mr. Hibi to undertake Indian operations with effect from July 1, 2012

    Kenichiro Hibi is MD, Sony India

    By A Correspondent

     

    SonyIndiahas announced the appointment of Kenichiro Hibi as its new Managing Director with effect from July 1. Mr. Hibi will be responsible for spearheading the overall growth and profitability of the company within the region, by driving robust business strategy, providing thought leadership and guiding excellence in market performance across all categories.

     

    Mr. Hibi brings with him over 23 years of diversified experience in Sony, with a host of senior level positions to his credit. His last role was as Managing Director, Sony CIS, where he played a crucial role in making this region emerge as one of the most potential contributors in Sony’s global growth map. While managing the CIS region for over six years, he was successful in developing a sound business strategy, which adjusted to market turbulence while maintaining focus on customer orientation.

     

    Mr. Hibi will be replacing Mr. Masaru Tamagawa, the current Managing Director, Sony India, who will move on to the position of President, Sony Europe, with effect from July 1.

     

    Announcing the new appointment, Mr. Haruyasu Nagata, SVP in charge of Global Sales and Marketing, Sony Corporation, said: “I am delighted to appoint Mr. Kenichiro Hibi as the new Managing Director for SonyIndia. He has already successfully contributed to Sony’s growth in the rapidly evolvingRussiamarket, and we are confident that his experience and expertise will take our Indian operations to the next level. Mr. Tamagawa made an exceptional contribution in making SonyIndiaa top ranking sales company contributing significantly to Sony’s global sales, and I am confident that Mr. Hibi will build on this momentum by augmenting our overall market share and the customer experience we deliver in this rapidly growing market.”

     

    Expressing his delight on the appointment, Mr. Kenichiro Hibi said: “Indiais one of the key markets for Sony globally, with an immense growth potential across categories. I am excited to continue Sony’s journey to success in one of the most dynamic markets in the world.”

     

    Mr. Masaru Tamagawa has been Managing Director, SonyIndiasince 2007 and has overseen the emergence of SonyIndiaas a major organisation and growth market, holding the top share of the electronics market inIndia. He previously ledSonyGulf, based inDubai.

  • Based on the augmented reality technology, the 9XM Wall of Music will enable multiple songs downloads from the latest Bollywood movies

    9XM celebrates World Music Day with 9XM Wall of Music

    By A Correspondent

     

    9XM is celebrating the World Music Day on June 21 with a unique on-ground innovation. The channel is creatingIndia’s very first digital music wall called the ‘9XM Wall of Music’ offering free downloads of the latest Bollywood songs. The 9XM Wall of Music will be installed at the Chatrapati Shivaji Terminus in Mumbai and DAME Shivaji Stadium inDelhi.

     

    Based on the augmented reality technology, the 9XM Wall of Music will enable multiple songs downloads from the latest Bollywood movies. People can download songs by scanning the Bollywood movie posters placed on this wall, with their smart phone devices. People who do not own a smart phone can also download songs from the 9XM Wall of Music by sending a SMS to 54646 to get the song link on their phones for further download.

     

    Speaking on this initiative, Amar Tidke, Sr. VP & Content Head, 9X Media Group said: “June 21 is celebrated as the World Music Day across the world. This designated day of free music will be celebrated by 9XM by providing unlimited free downloads of the latest Bollywood hit songs. We are confident that this unique offering will make the World Music Day extremely memorable for Bollywood music fans.”

     

    The World Music Day originated inFranceand is celebrated annually on June 21. It is a day when the world celebrates the magical gift of music. Anyone can make music on World Music Day, in some cases in any location, provided one rule is followed: The music must be free.

     

    The 9XM Wall of Music will be promoted with a 360 degree plan across on air, print and digital platforms.

  • DDB Mudra bagged a Design Gold (& Bronze) for 'The Hinglish Project' with Leo Burnett winning a Silver for radio.

    1 Gold, 1 Silver & 5 Bronzes on Day 4

     

     

    By Delshad Irani

     

    DDB Mudra Chief Operations Officer Pratap Bose put up this picture with the Design Gold on his Facebook page

    Cannes on Day 4 won more gold for India, taking its tally to two. ‘The Hinglish Project’ from DDB Mudra Group took home a gold Lion in design.

     

    The design entry is part of the ministry of tourism’s Incredible India campaign. Abhijit Bansod, jury member and principal designer and creative head, Studio ABD, said this is perhaps a new beginning for hybrid typographic design work that combines cultures.

     

    “It really stood out amongst the typographic work we saw during the judging process,” he adds. India had a total of eight entries on the shortlist with three originating in DDB Mudra Group, including a campaign for Volkswagen India.

     

    ‘The Hinglish Project’ has been awarded a bronze Lion, too. A total of four categories were judged on the day. Press, a traditional favourite with Indian entrants, kept India’s ad engine chugging along. There is one silver Lion in Press for Leo Burnett’s work for Bajaj Electricals.

     

    Ogilvy took home two bronze Lions in the same category for its work for Perfetti Van Melle and Mattel Toys’ Hot Wheels brand. And, BBDO India has one bronze Lion, courtesy its work for White Collar Creatives.

     

    The Grand Prix winner in Press is United Colors of Benetton’s Unhate campaign that cooked up a storm in many places around the world and got it the much-coveted top prize at the Cannes Lions.

     

    In radio there’s a lone win, another bronze Lion for India as well as Leo Burnett. Titled ‘Punishment’, the work interestingly was written entirely in Hindi. The work for Mumbai-based book store Strand Book Stall is in the form of a conversation between Mahatma Gandhi and a little boy.

     

    According to Rob McLellan, executive creative director, Network BBDO South Africa, and Radio Lions’ jury president: “It is a heart-warming piece of work. India is very similar to South Africa in many ways. Radio is still the most popular medium and sometimes the only way to reach people. I think the piece is a worthy winner.”

     

    This brings us to Cyber category, a disappointment of digital proportions. Out of the 27 entrants, not one made the shortlist. About India’s non-existent presence in this category Anita Varma, jury member and director of Digital Driftwood, said it’s a shame because we are great storytellers but falter on how best to use the technology at our disposal.

     

    Source: The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Jhalak Dikhla Ja, the celebrity dance show in its fifth season, premiered on July 16 on Colors

    Colors jumps to No 2, thanks to JDJ

    By A Correspondent

     

    Reality shows are the flavour of the season; and the latest entry to the bandwagon is Colors’ Jhalak Dikhla Ja.  The celebrity dance show in its fifth season premiered on July 16 on Colors and thanks to the show, the channel saw its highest growth this week. Colors has jumped to No. 2 again.

     

    According to the latest data for week 24, Star Plus is on number 1 position with 268 GRPs this week (last week 269). Zee TV has slipped to No. 3 with 212 GRPs (last week 203). Sony Entertainment Television went below the 200 mark, at No. 4, the channel has recorded 187 GRPs (last week 201).

     

    DID Little Masters on Zee has been doing well for the channel, but saw a drop in TVR ratings (2.8)  as Jhalak Dikhla Ja  got a 3.13 TVR. Both are dance shows, but whereas one deals with children, the other has celebrities like Madhuri Dixit and Karan Johar to its credit.

     

    So what worked for the show as well as the channel? Dinesh Rathore, vice president, India- West, MediaVest Worldwide, feels that though celebrities do arouse curiosity and makes them switch to a particular channel, there is no dearth of celebrities on television today as most reality shows feature them. “I think the show has done well on its opening weekend because of the initial curiosity. It would be difficult to say if it will continue to do so for the channel. We’ll just have to wait and watch.”

     

    Monaz Todywalla, general manager, Madison Media, said: “From the content point of view, the show is well packaged and promoted. Hence, it was bound to get such ratings on the opening weekend. However, the channel cannot rest on the shows shoulders alone. If it wants to remain on the slot or even reach the numero uno position, it will have to do a lot more, especially content wise.”

     

    Meanwhile, Zee TV’s DID Li’L Masters which earned a launch rating of 5.8 is adding a Bollywood flavour to its show on the coming Sunday with a tribute to the iconic dancing stars of Indian cinema.

     

    Surely what we have seen is a mere ‘jhalak’ of the two warring dance shows.

     

  • Not only is SRK over-used and over-abused, by no stretch of imagination can I visualize a brand match out here, writes Anil Thakraney

    Debrief: Hyundai i10: Same old, same old

    By Anil Thakraney

     

    In my books, the worst celebrity choice in Indian advertising has to be Shah Rukh Khan endorsing the poor man’s Santro. It’s a cruel joke, really. The multi-billionaire hero would want to be caught dead inside such a ‘down-market’ vehicle.

     

    Well, Hyundai has cast him again, this time for their i10 car, which is one level above Santro. But is still an aam aadmi ki gaadi. I often wonder what SRK does with such a car, assuming one ‘sample’ is sent to him gratis. I suppose he gifts it off to one of his security guards. Anyway, let’s get to the task at hand: The commercial has a strange idea – something called ‘the helping hand’. And this mystery hand blesses the i10 owner with good things in life. Like a hot babe, great weather, etc. But frankly, all I recall is shots of SRK primping and preening throughout the ad. The same old Bollywood expressions of his that the junta is tiring of.

     

    Nope, this isn’t working at all. Not only is SRK over-used and over-abused in media and advertising, by no stretch of imagination can I visualize a brand match out here. Therefore, he neither brings in freshness nor salience. The i10, if they must used celebs, would be far better served with fresh new faces from the showbiz. In addition, there’s no story, no narrative in the TVC. Same old boring lifestyle shots that most car ads use.

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=J9q_6214N_8[/youtube]

    It’s a flop show. The people who need a helping hand out here are the brand manager and his/her ad agency.

     

    Rating: (On a scale of 1 to 5): 1. Poor casting. Weak creative.

     

     

  • No wonder the quality of writing is so low in many publications and web portals. Because the editors/content heads offer peanuts, they end up with monkeys

    Anil Thakraney: Freelance writers need to be paid more

    By Anil Thakraney

     

    Although I haven’t suffered the same fate (so far at least!), freelance journalists/columnists I know still crib about very poor payments. They have been cribbing about this for many years, and it hasn’t changed. Despite the so-called economic boom, the media explosion and the killing inflation. Even those publications that are doing pretty well for themselves, and don’t think twice before splurging on photography, travel, technology, and so on, get suddenly hit by poverty pangs when it’s time to negotiate with freelance writers. It’s still that pre-historic, measly ‘per word’ figure.

     

    And this amazes me, really. One would have thought with the increased competition across various media forms, quality of content would be given maximum priority. Which means ensuring that the best writers and reporters are assigned to do stories or write columns. And these people are paid handsomely to keep them engaged and fired up. But that’s not how it seems to have panned out. From what I hear, freelance contributors continue to get step-motherly treatment.

     

    This then results in quality writers who are unable to survive on freelance assignments being compelled to seek other options. Some get married to loaded partners, some turn into full time authors, some migrate to the corporate world and others simply fade away. And who loses in the process? The media, of course. No wonder the quality of writing is so low in many publications and web portals. Because the editors/content heads offer peanuts, they end up with monkeys, as the proverb goes.

     

    So then why is this ancient mind-set not changing? Why are freelancers still being put at the bottom of the food chain? I think it has got to do with the mind block most editors suffer from, it’s a legacy they have carried over from the past. This must change very quickly. Media brands that continue to dish out sub-standard content will find the going tough. Because quality contributors will move away to greener pastures.

     

    I must also add here that this mind-set has changed in the Indian film industry. In the past, story and screenplay writers were paid shabbily and this resulted in so many pathetic flicks being churned out. In recent times however, writers have come to the party and they command good remuneration. The overall quality of our cinema has also improved. If it can happen there, there’s no reason why the media must remain frozen in the ice age.

     

    * * *

     

    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=oGgByLLQwSw[/youtube]

    PS: This commercial is never going to score atCannes. Simply because it’s a very provocative way to promote cancer awareness. And theCannesjury shan’t be amused. But that doesn’t change the fact that it has worked big-time, lakhs of men have already viewed this link. But do NOT even think of emulating this inIndia. Unless you have been granted permanent asylum in a first world country.