MxMIndia

Category: MARKETING

  • He's much loved for his on-field performance and he's much sought after by corporates for endorsements. Bunty Sajdeh reasons why

    4 reasons why Virat Kohli is a winning endorser for brands

     

    By Bunty Sajdeh

     

    India is a young, passionate and very emotional country. Only a select few exemplify these characteristics. At 27, Virat Kohli is among them. After Sachin Tendulkar, Virat has given not just India but the rest of the world someone to look up to, someone to be inspired by and perhaps even emulate.

     

    Hard work & Commitment

    His untiring hard work, commitment and dedication to his craft are the very things that define Kohli. Attributes that most brands would find very hard to ignore. Virat has become bigger than his sport.

     

    Youth Icon

    Virat Kohli has become a youth icon. He wears his heart on his sleeve and isn’t afraid to call a spade a spade. Much like the youth of our country. Virat takes as much care of himself and his image off the field as he does on it. He is well-read, opinionated and is never afraid to voice his thoughts. All of this makes him an impactful athlete and a larger-than-life personality that brands can capitalise on very easily.

     

    Balances time for business interests

    Virat is also very cognisant and realises that his cricketing career will not last forever, and is therefore very mindful of the brands that he chooses to endorse (or not!) He is a smart businessman, too, and carefully balances his time off the field between endorsements, businesses and his love for sport in general. And after all this, he still manages to make enough time to support several social causes that are close to his heart.

     

    Relevance Rules

    Over time, we have developed brands and businesses that are relevant with Virat’s personality. With him, we have looked at a healthy mix of categories — fashion, licensing and merchandising, and sporting ventures, to name a few. Wrogn is quirky fashion; Chisel is about holistic fitness. Associating with sporting leagues, apart from being lucrative business opportunities, is also to promote a sporting culture in India. We have invested in these properties as they are a natural extension of Kohli’s personality and profession. Staying relevant is the key. The fans relate better with the brands as they are a seamless reflection of Virat himself.

     

    Bunty Sajdeh is CEO, Cornerstone Sport & Entertainment which manages Virat Kohli’s endorsement interests. This article first appeared in dna of brands on April 4, 2016.

     

  • 68% of the marketers surveyed acknowledged sending bulk messages or ‘spam’ to their customers

    Brand study on Marketing Spam reveals uncanny findings

    By A Correspondent

     

    Spocto, a soon-to-be launched marketing platform, unveiled the findings of a unique survey on the extent and effects of marketing spam on consumers and marketers. The study conducted with a sample size of 5000 consumers and marketers each across top 10 metros.

     

    Key highlights from the study:

    • 7 out of 10 consumers have experienced receiving multiple messages on different platforms from the same brand (or ‘spam’) within a week’s span
    • If consumers receive a promotional message on a platform of their preference, the response rate could be as high as 68 per cent
    • Only 34 per cent of consumers mentioned having signed up voluntarily to receive promotional communication from brands, with majority expecting to receive alerts about sales and deals related to their interests
    • E-commerce, food, BFSI, travel, education, jobs and real estate emerged as the sectors that send maximum spam messages
    • A whopping 68 per cent of marketers agreed to be spamming consumers with multiple messages on different platforms – social media, email, calls and SMS
    • Most marketers remain in the dark about the number of times they connect with a consumer on different platforms, and almost 93% agree that a consolidated consumer profile connecting their email id to their social media profile will improve customer targeting
    • Spamming has its side effects – Majority of the marketers believed that it spoils their brand name, followed by brand stakeholders stating that it leads to wastage of budget and resources, and unnecessary expenditure that is beyond their allocated budgets
    • Marketers unanimously agreed that improvements in targeting methods could reduce their marketing budgets

     

    “The study brings to light a burgeoning problem in the space of marketing today. An increasingly digital world may have given the brands more avenues to reach out to the consumers but it has also led to a wastage of budgets, increased expenditure and low conversion rates, because of spam. Consumers today are more responsive than ever if approached sensibly on a platform of their choice. Marketers need to combine technology with thorough research in order to target the customers at the right time at the right platform”, said Sumeet Srivastava, CEO, Spocto.

     

  • Another launch this summer will be Paper Boat Neer More

    Paper Boat set for summer with new flavours

    By A Correspondent

     

    Paper Boat has launched its new flavour Chilli Guava that seeks to relive inseparable friendships – exactly like chilli powder and guavas – sweet, sour, with a tang of spice and a raw bite.

     

    Another launch this summer will be Paper Boat Neer More. Straight from the heart of South India, this recipe spells instant relief from parched afternoons of ceaseless cricket. A tumbler of this spiced buttermilk was also a favourite when guests would come home.

     

    To spread the word about these new drinks, Paper Boat will be airing short films across television and digital platforms. The summer campaign will also see two films dedicated to Paper Boat’s all-time class-toppers, Aamras and Aam Panna. Conceptualized and written by Lowe Lintas, four short stories (one each for Chilli Guava, Neer More, Aamras and Aam Panna) explore memories triggered by the drinks themselves. The campaign was shot over four days at various locations in Mumbai.

     

    Adding much heft to the films is Gulzar’s simple, enduring and evocative poetry – and he lends his voice to its recital too. Paper Boat continues to use the glorious soundtrack from Malgudi Days in a rendition that is guaranteed to mesmerize.

     

    The 20-second films are supported by a marketing plan that has been designed to maximize reach for the new products. This includes airtime across general entertainment channels (GEC), English news, and prominent spots during the Indian Premier League (IPL).

     

    Neeraj Kakkar, Co-Founder and CEO, Hector Beverages Pvt Ltd says, “Summers are here and this season we are launching new drinks that will strengthen our presence region-wise. As always, we have worked very hard to stay true to our promise of preserving authentic recipes that don’t just taste great, but have the ability to instantly take you back to your childhood. For each of us, the memory will be a different one – where it is Neer More for the South, and Aam Panna for the North – but the memory is a given, and that is the promise that Paper Boat makes.”

     

  • The company has hence re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well

    Thomas Cook unveils campaign targeting outbound travellers

    By A Correspondent

     

    While travel and tour companies are going all out to target the traditional family and youth segments, Thomas Cook’s internal research has revealed the emergence of a viable TG in India’s Gen S- senior citizens with plenty of free time and disposable income and are increasingly fit and raring to travel. The company has hence re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well.

     

    Silver Breaks – Senior Citizen’s Holiday Plans from Thomas Cook has been specifically created for the needs and requirements of India’s Seniors / Silvers – a large population of eager travelers who may be even traveling for the first time and are filled with apprehensions and concerns about traveling on their own especially at their age. There are many people in this world especially in India who assume responsibilities at a very early age, and spend their entire lives fulfilling those responsibilities to their parents, children, family and society.

     

    The films have been conceptualized and created by Law & Kenneth Saatchi & Saatchi. The commercials have been produced by Light Box films and will be aired in cinemas, on TV and digital mediums.

     

    Speaking about the campaign, Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India said, “Silver Breaks is yet another endeavor from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places especially at an age when everything becomes a challenge. With easy paced itineraries and an attractive value, we are encouraging people to travel the world, no matter what your age is.”

     

    Speaking about the TVC, Rahul Nangia, Jt. NCD, Law & Kenneth Saatchi & Saatchi said, “The film features real people in their real voices. Neither of them are actors or artists. The idea was to capture them minutes before they are about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event.”

     

  • The expansion is to take advantage of India’s growing mobile advertising industry

    Cheetah expands into India; appoints Ventes Avenues as exclusive partner

    By A Correspondent

     

    Cheetah Mobile Inc. announced its strategic cooperation with Moca, China known as Ventes Avenues in India. Ventes Avenues will be Cheetah ad platform’s exclusive branding inventory partner for the Indian market.

     

    The expansion is to take advantage of India’s growing mobile advertising industry. Per a study from Deloitte India Technology, mobile advertising in India would account for 15-20 per cent of overall spends by 2020. This is on the back of current information from IAMAI which states that out of 354 million internet users in India, 213 million are mobile-only. This correlates perfectly with data from eMarketer which suggests that advertisers in India will spend close to $35bn in 2016 to reach consumers on tablets and mobile phones, an exponential rise from $26bn in 2013.

     

    Cheetah Mobile CMO, Xinhua Liu, said, “India is one of the most important markets for Cheetah Mobile. We are seeing tremendous growth of our user base in the Indian market in the past year. Along with the penetration of smartphones and 3G and 4G high speed networks, mobile internet business will continue to boom. India is a very young and energetic market. Mobile advertising is changing the way how brands connect and interact with their customers. We see a big opportunity for mobile advertising branding in India and hence we have decided to partner with Ventes Avenues; and together we will make good inroads by offering innovative advertising solutions and services in the mobile branding space in India. We look forward to full support from Indian brands.”

     

    Speaking on their recent appointment, Niloufer Dundh, Founder and CEO of Ventes Avenues remarked, “It is an honour to partner Cheetah Mobile in India. Cheetah Mobile pioneers the Utility space globally with marquee apps like Clean Master, Battery Doctor and CM Security etc. The Utility space in which Cheetah operates is already large in India with over 85 million MAU & will continue to grow in the years to come given our uptake toward Android phones. Advertising is big in India across all mediums and in mobile this will only continue to grow in the years to come. Together, with Cheetah, we are creating ad units specially designed for mobile devises and usage pattern, which deliver both Impact and Reach.”

     

  • The platform will also going forward provide access to workshops and networking opportunities with renowned thought leaders

    Signature Start Up launches new brand campaign

    By A Correspondent

     

    Signature startup.in is a new platform launched by United Spirts – a Diageo Group company, which encourages youth to tap into their passion and make a mark for themselves. Through an amalgamation of real life success stories, Signature startup.in has created a platform which would inspire people to take their passion a step further and turn it into a paycheck.

     

    The Signature Start Up platform will also going forward provide access to workshops and networking opportunities with renowned thought leaders along with other talented individuals. An exclusive range of start-up accessories is also available on this platform.

     

    The Signature Start Up platform is being launched with a television and digital campaign which will feature a series of real stories of people who have converted their passion into paycheck. The first TVC stars celebrated drummer Virendra Kaith from Demonic Resurrection, a melodic death metal band. The TVC beautifully narrates the story of what inspired Virendra to quit a stable job at a call center and follow his passion for music which led to him winning the best drummer award at the Rolling Stone (India) Metal Awards 2015.

     

    Commenting on this initiative, Subroto Geed, SVP Marketing at United Spirits Ltd. said, “Today we are seeing a strong cultural shift where more and more people are making professional choices that are not limited to corporate success but are about taking their passion forward. With Signature Start Up we are creating a platform that both inspires and enables people begin their passion to paycheck journey. Virendra’s is one such real story and we hope it will strongly resonate with everyone who wants to make a mark.”

     

  • Only national brand to be associated with IPL since its inception in 2008

    Vodafone keeps partnership with IPL intact

    By A Correspondent

     

    Vodafone India and the Indian Premier League (IPL) have over the years gone on to strike a special chord with cricket enthusiasts and consumers alike. This bond gets further strengthened with Vodafone continuing its association for the 9th consecutive year as the Official Partner and official sponsor (on-air) of Vivo IPL 2016.

     

    Vodafone India is the only national brand to be associated with IPL since its inception in 2008. Since then, Vodafone and IPL have become synonymous with each other and in the minds of sports lovers.

     

    Sandeep Kataria

    Sandeep Kataria, Director – Commercial, Vodafone India, “IPL is one of the biggest sporting platforms in India designed to appeal to a wide section of consumers across the country. Vodafone was one of the very first few brands to associate with IPL and we are very happy with the way our association has shaped up through the years. Our partnership with IPL has helped Vodafone connect with cross segments of Television viewers and cricket lovers in India. Infact, the unique format of this tournament led to the birth of one of our favourites and most loved iconic mascot – the Zoozoos. At Vivo IPL 2016, Vodafone customers can look forward to an array of exciting and innovative engagement initiatives to participate in and enhance the spirit and passion surrounding IPL”.

     

    Rajiv Shukla, Chairman, IPL (Indian Premier League), said, “We are delighted with the long and enriching affiliation with Vodafone as co-presenting sponsor since inception in 2008. IPL is a platform where talent meets opportunities and Vodafone has always with its innovative and engaging on-ground initiatives provided the fans loads of fun, frolic and entertainment. We look forward to another successful year of association.”

     

    Vodafone has always used IPL to high-decibel brand and marketing initiatives that its core to its business and growth strategy. The company will soon announce its annual much anticipated 360 degree marketing campaign for Vivo IPL 2016, beginning with the inaugural match to be played on 9th April, 2016.

     

  • A new corporate identity for the all season family holiday destination

    Adlabs Imagica undertakes brand refresh

    By A Correspondent

     

    Just ahead of summer vacations, IMAGICA has refreshed its brand promise with a ‘One Brand One Destination’ approach.  Theme park, Water park and the soon to be launched Snow park all have a new identity now under the brand name ‘IMAGICA – Badi Interesting Jagah Hai’. The refreshed brand communication positions IMAGICA as an interesting place.

     

    The Imagica logo has three distinct elements, the stars represent Imagica theme park, the splash of water represents the water park and the snowflakes represent the snow park.  Soon to be launched snow park will also be India’s largest Snow Park.

     

    Kapil Bagla, Chief Executive Officer, Adlabs Entertainment said, “In over three years, we have seen people come in anticipation and go back smiling with a lot of happy moments etched in their memories. We have a scarcity of entertainment options across India, and Imagica has been created to fulfil this requirement. We want our consumers to not just come to a park, instead a magical destination that is sure to mesmerize and get them back again for more.”

     

    The new IMAGICA brand film,has a quirky take on how human beings are a lucky species and get to do so many interesting things in life. IMAGICA uses this story to establish itself as Badi Interesting Jagah in a fun way.

     

    Harjeet S Chhabra, Chief Marketing Officer, Adlabs Entertainment said, “The refreshed brand promise will establish IMAGICA as a unique and interesting destination. We are not in the business of theme park. We are in the business of feeding people’s imagination with magical experience at the park. We are focused and committed towards delivering a magical day that will be etched the in memory of our guests forever.”

     

  • #DoYourHomeWork media campaign to create awareness for planning children's education & their future

    Axis Mutual Fund urges parents to do their homework

    By A Correspondent

     

    With a mission to bridge the gap and create awareness amongst the parent fraternity about their children’s aspirations, Axis Mutual Fund has rolled out a mass media campaign – #DoYourHomeWork, a larger call-to-action for parents. The campaign aims to create awareness amongst the parent fraternity about planning for one of the most important goals in their lives – children’s education and their future.

     

    “Children today are more aware about different careers, which at times go beyond the conventional choices. Children also have a strong point of view on what they want to do in life, unlike in the past when they were more likely to follow their parent’s footsteps. Our research showed that while parents are quite supportive of their children choosing their careers, more often than not, parents are not fully aware of what their children want to pursue in life. Many parents assume their children will either follow their footsteps or choose a conventional career option” says Chandresh Kumar Nigam, MD & CEO, Axis Asset Management Company Ltd.

     

    The campaign is being driven primarily through Outdoor and Print media supported by Cinema advertising and Digital. The campaign will be seen across eight metros – Mumbai, Delhi, Kolkata, Chennai, Hyderabad, Bengaluru, Pune and Ahmedabad. Conceptualized by creative agency Metal Communications with the support from its media agency – The Social Street and digital agency AgencyDigi.

     

    “Our research also suggested that children’s education and education-related expenses are considered the biggest apprehensions amongst parents, in fact even surpassing other aspects such as their own retirement planning, EMI towards loans, etc. Parents acknowledge that education related expenses are going to increase significantly, however they do not have an exact view on how much it is going to cost,” added Nigam.

     

    With this as the context, Axis MF has taken a different approach to create awareness by making parents do their homework. Homework in terms of first finding out what their children want to do in future followed by finding out the overall expenses so that they can start planning towards the same.

     

  • Kohli, the face of Indian Cricket over the last few years, will now lend his name to Futsal, the newer, shorter 5-a-side variant of soccer

    Kohli to promote Premier Futsal in India

    By A Correspondent

     

    Premier Futsal, launched amid much fanfare last week, announced cricket star Virat Kohli as the league’s brand ambassador.

     

    Kohli, the face of Indian Cricket over the last few years, will now lend his name to Futsal, the newer, shorter 5-a-side variant of soccer. His announcement as brand ambassador follows the unveiling of soccer legend Luis Figo as Premier Futsal’s president last week, marking another major coup for the league as it heads into its inaugural season.

     

    Xavier Britto, Chairman, Premier Futsal said, “It is our great pleasure to have India’s current favorite sportsman as the Brand Ambassador for our League. We feel proud to share a common dream of promoting new sports in India with Virat. With him coming on board, we are confident of attracting the youth of India to come see Futsal and take it up as a career eventually. These are really exciting times for us and I am sure this association with Virat will further elevate the standard of Futsal in India.”

     

    Virat Kohli said, “We all grew up playing 5-a-side soccer. The combination of speed & flamboyance is what attracts so many people across the globe to watch & play the sport. Futsal is a fast and exciting sport. Futsallers display a lot of flair, skill and swag on the field, which are all qualities I relate to. I am tremendously excited to be a part of Premier Futsal and motivated to positively contribute to the development of this wonderful new sport in India.”

     

    Premier Futsal, the world’s first multi-national team-based Futsal league, is set to take place in India from July 15th to July 24th with each game split into two halves of 20 minutes each. Over 50 International Futsalers, from four continents and 21 countries are expected to participate. The league, governed by the Futsal Association of India (FAI) with accreditation from international governing body, Asociación Mundial de Futsal (AMF), was launched in Mumbai earlier this week in the presence of the founding team and FAI representative

     

  • The company has re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well

    Thomas Cook unveils new campaign aimed at Seniors

    By A Correspondent

     

    While travel and tour companies are going all out to target the traditional family and youth segments, Thomas Cook’s internal research has revealed the emergence of a viable TG in India’s Gen S- senior citizens with plenty of free time and disposable income (often enough, topped up by their children) and are increasingly fit and raring to travel. The company has thus re-introduced an initiative which is not only a great product and a great idea but with a refreshing piece of communication as well.

     

    Silver Breaks – Senior Citizen’s Holiday Plans from Thomas Cook has been specifically created for the needs and requirements of India’s Seniors / Silvers… A large population of eager travelers who may be even traveling for the first time and are filled with apprehensions and concerns about traveling on their own especially at their age. There are many people in this world especially in India who assume responsibilities at a very early age, and spend their entire lives fulfilling those responsibilities to their parents, children, family and society. They have probably never been even beyond their own neighborhood walls or city limits, never found the time or managed to save for an international holiday. This is an opportunity for them to fulfill this latent desire which they most definitely deserve to.

     

    The films have been conceptualized and created by Law & Kenneth Saatchi & Saatchi. The commercials have been produced by Light Box films and will be aired in cinemas, on TV and digital mediums.

     

    Speaking about the campaign, Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India said, “Silver Breaks is yet another endeavor from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places especially at an age when everything becomes a challenge. With easy paced itineraries and an attractive value, we are encouraging people to travel the world, no matter what your age is.”

     

    Speaking about the TVC, Rahul Nangia, Jt. NCD, Law & Kenneth Saatchi & Saatchi said, “The film features real people in their real voices. Neither of them are actors or artists. The idea was to capture them minutes before they are about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event.”

     

  • B2B campaign is currently being featured across media

    Lenovo unveils new campaign for ThinkPad

    By A Correspondent

     

    Lenovo India launched a creative B2B marketing campaign, to spread awareness for one of the better kept secrets of the ThinkPad – the fact that it generates the least fan noise amongst computers. Conceptualized and driven by Ogilvy, this comprehensive B2B marketing campaign was kick-started through direct mailers which then expanded into a digital campaign to include a video showcase and social media outreach. Targeted towards IT leaders and decision makers in large enterprises, this B2B campaign is currently being featured across media.

     

    As part of Lenovo’s growing B2B digital marketing focus, the company launched this campaign to create awareness around Owl Wing Fan feature, the latest cutting-edge innovation in a ThinkPad. Lenovo has increasingly engaged in one-to-one partner engagement activities aimed at building a personal connect. This campaign began with an interactive Direct Mailer targeting Lenovo’s B2B customers in the IT space. The mailer captured ThinkPad’s unique Owl Wing Fan feature designed to cut down the noise level in a ThinkPad, aimed at making quieter work environments. Following a great response from the customers, Lenovo extended the campaign to both offline and online media. The team captured video feedback from B2B customers who were asked to test the low noise feature using a sound-level meter, resulting in some interesting and fun reactions. This video was then circulated among relevant stake holders and promoted on social media. Through this campaign Lenovo has successfully managed to convey the message about quietest ThinkPad loud and clear among relevant stakeholders.

     

    Being true its philosophy, the ThinkPad is designed to last and constantly challenge the toughness of the product. As Ultrabooks™ become smaller, slimmer and more powerful, greater demand is placed on the CPU, which in turn generates more heat. This poses the critical challenge of preventing the system overheating, which can cause delicate components to fail and lead to permanent data loss. Modern cooling systems need to be small enough to fit into the compact chassis of an Ultrabook™, and quiet enough to eliminate disturbing ambient noise – so efficiency is everything. ThinkPad engineers observed that owls possess notched feathers that enable air to pass over their wing surfaces more silently than any other bird. This inspired the design of the Owl Wing fan, with unique notched blades that make it the most silent and efficient fan ever made.