MxMIndia

Category: MARKETING

  • Too many online shopping sites? On the contrary, says Satish Mani

    The Anchor: 5 reasons India can accommodate more e-commerce sites

    By Satish Mani

     

    #1 Increased Digital Connectivity:

    With the explosive growth in broadband penetration and mobile phone usage across population strata and town classes, the online population in India is expected to double by 2015. This will fuel the demand for products and services available online.

     

    #2 Enhancement of service levels by e-commerce firms:

    E-commerce companies are constantly enhancing their service levels through better delivery, more realistic shopping experience, customer-centric purchase and return policies. This will lead to an increase in customer confidence for shopping online and they will migrate a higher proportion of their discretionary spends online.

     

    #3 Increasing need for convenience:

    Traffic congestion and crowded retail infrastructure in smaller towns and cities increase the demand for home delivery. We will soon see major retailers adopting the e-commerce route to keep up with consumer demand.

     

    #4 Increasing adoption of online shopping by the younger population:

    The younger population, with an early exposure to the internet has been quick to adopt online shopping. This increasing adoption opens more growth opportunity for the e-commerce industry.

     

    #5 High infrastructural costs for brick and mortar outlets:

    As the cost of establishing and maintaining an offline retail presence becomes increasingly expensive, big brands will be prompted to invest in increasing their online presence.

     

    Satish Mani is Chief Technical Officer of Zovi.com

     

  • UTV Spotboy, AKFPL and India Food Network have joined hands to create ‘The Asli Chicken Khurana’ recipe.

    A real Chicken Khurana recipe coming up

    By A Correspondent

     

    UTV Spotboy and AKFPL (Anurag Kashyap Films Pvt Ltd), producers of Luv Shuv Tey Chicken Khurana, have joined hands with India Food Network’s (IFN) home chefs to create an exclusive rendering of the popular Chicken Khurana recipe.

     

    IFN’s chefs Joel D Souza, Kalyan Karmakar, Veena Gidwani and Archana Arte took up the challenge by coming up with their best interpretations of the Chicken Khurana recipe. While some chefs prepared an authentic Punjabi dhaba dish, some added a twist to popular dishes like Chicken Tikka and Tandoori Chicken. The chefs used Punjabi ingredients and interesting improvisations to get the perfect flavours.

     

    “The entire cooking session saw tremendous ingenuity on the part of our chefs. We could never imagine that you could replicate a dhaba style of cooking in your kitchen. One of our chefs, Archana, actually used charcoal to create that asli Chicken Khurana feel,” said Anagha Rajadhyaksha, Director, Acquisitions, Ping Digital Network.

     

    Luv Shuv Tey Chicken Khurana is the story of a quirky Punjabi family in pursuit of a secret recipe that will enable them to reclaim their pride and wealth. The film, directed by Sameer Sharma, releases on November 2.

     

  • Online apparel brand Zovi.com has announced, in collaboration with Microsoft, the launch of an all-new shopping application built specifically for Windows 8-based PCs and tablets

    Zovi.com chosen by Microsoft to create a Windows 8 application

    By A Correspondent

     

    Online apparel brand Zovi.com has announced, in collaboration with Microsoft, the launch of an all-new shopping application built specifically for Windows 8-based PCs and tablets to coincide with the global launch of Windows 8. The app features innovative content presentation and provides a unique shopping experience.

     

    The Zovi app is primarily designed for Windows 8 devices and tablets and will be available for free on the Windows Store. It enables users to purchase apparel and accessories for both men and women. Users will have access to high-quality images on the product pages for all items on display and can make payment via cash on delivery.

     

    The Zovi app was showcased at the Windows 8 India launch on October 26. Speaking about the collaboration, Manish Chopra, CEO, Zovi.com said, “The Zovi app has been designed to leverage the aesthetic elegance and convenience of the Windows 8 User Interface to offer a unique experience in shopping for fashion and lifestyle online on Zovi.com.”

     

    Commenting on the launch of the app, Amrish Goyal, Director – Windows Business Group, Microsoft Corporation India Pvt. Ltd. said, “Windows 8 provides a fast and fluid experience that makes apps shine. The Windows Store has an amazing array of apps at launch, and Zovi offers a compelling shopping experience.”

     

  • With big-budget marketing spends, attractive offers and easy payment options woo on offer, is it a customer’s Diwali this year?

    This Diwali, spend some more!

     

    By Tuhina Anand

     

    Come festive season and the consumer durable giants go all out to woo their prospective customers. After all, this is the time when consumers are amenable to the idea of getting that new refrigerator or purchase that LCD notwithstanding the dreaded economic slowdown or high inflation. All the leading players in this segment have worked out elaborate plans to get customers to opt for their brand and spending mega bucks to seeing their plan materialize and reap in benefits.

     

    LG India has planned big budget spends on marketing to attract customers this festive season. Giving a peek at their plans, L K Gupta, Vice President, Marketing LG India, said, “This festival season we are offering a true 0% finance scheme on selected products to encourage consumers to upgrade to latest products and enhance their lifestyle. There are many other exciting combo offers like BD blu ray player+ 3 3D movies with Cinema screen 3D TV, another offer is 3D camcorder & 8GB USB with 55 & above Cinema screen 3D TV, 3D blockbuster movies in 8GB USB with Cinema 3D TV and many more exciting offers . In the Home Appliance Category LG is offering 10 years warranty on the compressor of the select models of Refrigerators. This offer is also valid on the motor of front load and selects models of top load washing machine.”

     

    So there is a mix of attractive offers like exciting combos and then finance schemes to woo customers. Sony India has allocated a budget of Rs 150 crore (Sep-Nov 12) towards marketing activities for this festive season. In fact, the company is expecting revenue of Rs. 2,850 crore, during the period of September and November 2012 period from the Indian market and hopes to achieve 50% sales growth over last year’s festive sales. These numbers were shared by Kenichiro Hibi, Managing Director, Sony India.

     

    Sony India has introduced an extravagant lucky draw for its consumers- This Diwali Bond with Sony. Sony’s has tied-up with Sony Pictures Entertainment for the much awaited James Bond action thriller – Skyfall as a part of its marketing initiative for the festive season. Besides, attractive offers and innovative products, Sony India has a dedicated multi-media marketing campaign for its flagship product category. The campaign has been created keeping in mind the flavour and zest of the Indian festive season. This campaign is on-air from mid October till end of November, 2012.

     

    To top it all, to ensure that all the offers are even lighter on the customer’s pocket, the payment procedure is made convenient and affordable by Zero Percent Finance Offer and Zero Processing Fee. Sony is offering attractive EMI offers on Select Credit Cards as well. Some of the popular Sony products line up that has offers include- Cyber-Shot, VAIO and Bravia. These products also make for a great gifting option.

     

    For another consumer durable major Samsung, it is focusing on ‘smart home celebrations’ for this festive. The company is targeting around 25% growth for the festival season and there are gifts with the purchase of Samsung audio visual and home appliance products.

     

    “Smart Home Celebrations” offers attractive gifts on the purchase of Samsung audio visual and home appliance products. Mahesh Krishnan, Vice President, Consumer Electronics Business, Samsung India said, “It is our endeavor to make the auspicious festive season even more special for our consumers by giving them exciting gifts with their purchase of a Samsung product. The gifts available to consumers range from Samsung tablets for our hi-end Series 7 and 8 in Smart TVs and select Side by Side refrigerators to mobiles for select Home Appliance products.”

     

    The consumer promotion and Samsung’s innovative product range will be supported with a multi-media advertising campaign as well as below the line marketing activities during the auspicious period of Durga Puja and Diwali.

     

    “Based on our strong product lineup and festival offers, we are looking at a 25% jump in sales during the festival period,” said Mr. Krishnan. The Samsung ‘Smart Home Celebrations’, promotion is valid from October 01 till November 30, 2012 nationwide, and for West Bengal, Orissa, Assam and North Andhra Pradesh from September 29 till November 18, 2012.

     

    There are offers that include that in the Home Appliances category, the Samsung Side-by-Side refrigerators will entitle consumers to a free Galaxy Tab 7.0, while on the purchase of frost free and direct cool refrigerators, front and top loading washing machines, or the Samsung dishwasher, the Company will give away a free Samsung mobile phone. On the purchase of 46″ and above size Samsung Smart LED/ Plasma TV models in Series 7 and 8 will entitle consumers to a Galaxy Tab 7.0 and an 11 by 1 easy consumer finance scheme. So offers are in plenty that is sure to appeal to the customers.

     

    Panasonic India is betting big on this festive season and has rolled out a range of special offers under its nationwide campaign ‘Celebrations for Life’. These offers announced by Panasonic in presence of their Eco brand ambassador Dia Mirza promises assured gifts for consumers looking for new purchases to commemorate the spirit of festivity. Panasonic is confident that this appealing campaign will play a big role in lifting the dampening sentiments created in the consumer durable space throughout the year with rupee depreciation and price hike.

     

    Daizo Ito, President, Panasonic India said, “It is well known that no other country holds so many festivals of antiquity with such joy as does India and this is what makes it a great nation. Panasonic is committed to the Indian market and that buying new products during this time is considered auspicious. Thus we are announcing a variety of consumer schemes and offers on purchase of a wide range of products.”

     

    Manish Sharma, Managing Director, Consumer Product Division, Panasonic India too added, “As the season of celebrations is about to start, we at Panasonic India are delighted to add to the festive spirit with several enthralling schemes for our customers. We have announced various offers so that our consumers can enjoy the festivities with the latest Panasonic offerings in a pocket-friendly manner. Through these offers, we are targeting a turnover of Rs. 1200 crores nationally this festive season.”

     

    As part of channel support programme during festive celebrations, Panasonic has also designed special offers that will enable channel to get maximum benefits from Panasonic products.

    Whirlpool of India has unveiled its festival promotion called ‘A Kitchen In Your Honour’. The consumer promotion for the festive period promises to give real value to its consumers and is expected to generate excitement and a heightened desire to purchase Whirlpool products during the festival season. Apart from a gift on every purchase, the consumer will also be entitled to a scratch card through which 1200 lucky customers stand a chance to win Whirlpool kitchen appliances. Additionally, the company is also offering a bumper prize of Kitchen makeover worth Rs 2.5 lakh to fuve lucky customers. Further enhancing the festive spirits, Whirlpool has also introduced new products and giving away gifts. The Diwali promotion and the newly launched products will be supported in print and radio and through a host of innovative activities such as OOH, Digital and Outdoors. The total advertising and marketing spend earmarked for the Diwali promotion this year is in the range of Rs 10-12 crore.

    Commenting on Whirlpool’s offers during the festival season, Shantanu Dasgupta, Vice President- Corporate Affairs & Strategy, Whirlpool India said, “Whirlpool believes in  understanding and launching  innovative products, which would delight our consumers, thus this festive season, we are happy to launch ‘A Kitchen In Your Honour’ promotion for all our customers.  Our new premium range of products has been specially designed keeping in mind the needs of a homemaker.  We intend to give our consumers best in class products and offers that would bring magic to their homes this Diwali. The brand is targeting a growth of 20% over last year and aims for sales of around 900 crores during this festive season.”

    So there are deals galore and attractive offers thus enticing the consumers to get that bigger screen or the better camera. So get ready to loosen your purse strings this festive season.

     

  • Samyak Chakrabarty finds out which brands enjoy maximum top-of-mind with youth recall these days, and why.

    The Anchor & Young Track by Samyak Chakrabarty: 5 brands that appeal most to urban youngsters

    What’s a 23-year-old writing a column on a site where the average age of columnists is… ? Ok, ok, we won’t reveal that number, but like it or not the youth constitute a majority of India’s population. Since the last few years, young Samyak Chakrabarty has been in and around media events and offices with his vision of how the youth can be targeted.

     

    In this period, he has organized a few conferences, participated in several of them in India and abroad, and works as Chief Youth Marketer with the DDB Mudra group. He’s organized a TedX youth conference in Mumbai, was invited to meet Hillary Clinton when she visited India and has co-authored a book ‘Generation Einstein 3.0 – India version’.

     

    Samyak’s column appears on Wednesdays and as the title suggests, it tracks the young – specifically keeping in mind the advertising, media and marketing fraternity – Ed

     

    My team and I recently conducted a brand tracker to check as to which brands enjoy maximum top-of-mind recall these days. This of course has nothing to do with actual purchase decisions due to other factors such as price, availability etc. This survey is themed on the effectiveness of campaigns, presence at which touch points, core message and the overall aura. (This is not in any numerical order.)

     

    Airtel

     

    Specific campaign: Har Ek Friend Zaroori Hota Hai

     

    Why it worked:

     

    1. Use of normal everyday students (as models) in all the visuals made it more relatable as well as appealing.

     

    2. The sound track was easy to understand, fun to repeat.

     

    3. It conveyed that as a brand, Airtel understands what the average youngsters needs from a mobile provider and will strive to deliver it.

     

    Redbull

     

    Specific Campaign: College sampling (continuous)

     

    Why it worked:  1. Use of good looking promoters and well designed creative collaterals.

     

    2. Presence outside colleges at strategic times such as after exams, during college events or late evenings when students are tired and about to leave.

     

    3. The TG gets to experience the product right where they are without having to go anywhere.

     

    Bindass

     

    Specific campaign: Be Restless – Do More

     

    Why it worked:

     

    1. Shows like Emotional Atyachaar and Super Dude and their promotional activations keep the TG engaged – everybody watches it even if it is to make fun of it.

     

    2. Their association with marquee music festivals like NH7 or David Guetta give an impression that the brand is an enabler of all cool things youngsters like.

     

    3. The very tag line captures what youngsters are all about today and hence develops an easy appeal.

     

    Pepsi

     

    Specific campaign: Change the Game

     

    Why it worked:

     

    1. Football is slowly becoming a ‘cool’ sport to be associated with and hence the brand becoming an early adopter earned them a lot of brownie points especially when it been forever known to be only associated with cricket.

     

    2. Like it or not, Ranbir Kapoor does have a considerable influence on guys as well as girls when it comes to brand endorsements.

     

    3. Perfect timing in sync with the football cup which was being sponsored by coke. Yet – pepsi enjoyed more association to that sport amongst average youngsters (who may not be football fans but still think of it to be cool).

     

    Anna Hazare (Shocked to see this name come up myself – but proves to be an interesting case study on Youth Marketing)

     

    Specific Campaign: Anti Corruption Movement

     

    Why it worked:

     

    1. Anna is no longer one person, it personifies a mass demand for transparency and good governance. Youngsters no longer want to live in a world of economic uncertainty and populist democracy – hence this movement gave voice to what they wanted.

     

    2. Inclusion of youngsters in the strategy and implementation of the entire movement. In marketing terms, youth became custodians of “brand anna”.

     

    3. Effective and optimum use of social media. Rather than encouraging Facebook activism alone, they use the network as a mere tool to excite and ignite.

     

  • The industry revenues are expected to reach 1,764 billion INR (37.6 billion USD) by 2016, with a CAGR of about 17% from 2012 to 2016.

    M&E to reach $37.6 bn by 2016: CII-PwC report

    By Ananya Saha

     

    The Indian M&E industry, with revenues of about 805 billion INR (17.2 billion USD) in 2011, is set to grow robustly over the next few years on the back of steady macro-economic growth, rising spending power and positive demographic indicators. The industry revenues are expected to reach 1,764 billion INR (37.6 billion USD) by 2016, with a CAGR of about 17% from 2012 to 2016, according to India Entertainment and Media Outlook 2012.

     

    According to the study, which was released by CII and PwC during the Media and Entertainment Summit 2012, the television and print segments continue to be the largest contributors to the industry, accounting for 66% of the total revenue. Internet access contributed 14%, up from 11% in 2010. However, the contribution from the print and film segments have reduced marginally, as year-on-year growth rates have been lower than the industry average. The internet access and gaming segments have been the fastest growing, with annual growth rates of 57% and 33%, respectively

     

    The report further lists that the Indian E&M industry has been one of the fastest growing, followed by countries such as China, Russia and Brazil. Going forward, the industry is expected to grow at a CAGR of 17% between 2012 and 2016, to reach a size of 1,764 billion INR. Internet access, advertising and gaming are projected to be the fastest growing avenues, each growing at a CAGR higher than 20%. The revenue from advertising is expected to grow at a CAGR of 13.4% to reach INR 525 billion in 2016, significantly up from INR 279 billion in 2011.

     

    The television segment is expected to retain its position as the largest E&M segment in the country, with an estimated CAGR of 15% till 2016. Given the high penetration of mobile internet in the country, robust growth has been projected in internet access till 2016 (given the current under-penetration), which will overtake the print sector by 2013, in terms of industry revenues, and become the second-largest segment in the Indian E&M industry. The print segment is expected to grow at 9% for the next five years, and claim 17% of market share by 2017.

     

    The report recommends that given the high potential growth, the industry should focus on collaboration and innovation to achieve the target numbers.

     

     

     

     

     

  • The Internet Economy Watch Report for September 2012 indicates a marginal growth of 7 percent in online booking of air tickets as compared to last year.

    Online booking of air tickets registers 7% growth

    By A Correspondent

     

    The Internet Economy Watch Report for the month of September 2012, released by the Internet & Mobile Association of India (IAMAI) indicates a marginal growth of 7 percent in online booking of air tickets when compared with the numbers of corresponding month last year. Air tickets booked online in September 2012 were 1.55 million as compared to 1.46 million in September 2011. The growth rate is the lowest when compared with the numbers of the previous months of the current financial year. The online bookings on irctc.com witnessed y-o-y growth of 17 percent with 5.77 million online bookings in September 2012 as compared to 4.92 million in September 2011.

     

    Source: IAMAI/ Online Travel Portals

     

    According to the data captured from prominent e-tailing sites in the monthly tracker, the online user visit to mobile phone and book segment has increased by 17 percent and 27 percent respectively, when compared to the numbers of corresponding month last year. A significant increase has been registered in the online user visit to branded apparel segment. The number of hits has increased to 5.99 million in September 2012 from 4.62 million in September 2011. The online user visit to footwear segment increased from 3.94 million in September 2011 to 4.49 million in September 2012, a y-o-y increase of 14 percent.

     

    Source: IAMAI/e-Commerce sites

     

    In September 2012, the number of resume uploads on job portals and profile uploads on matrimonial sites has indicated a y-o-y growth of 6 percent and 13 percent respectively. While the number of resume uploads in September 2012 was 1.75 million as compared to 1.65 million in corresponding month last year, the number of profile upload on matrimonial websites was 1.18 million in September 2012 as compared to 1.04 million September 2011.

     

    Source: IAMAI/ Vertical Classifieds

     

    The monthly internet tracker by IAMAI is based on absolute numbers captured from various relevant sites, and encapsulates online usage for E-tailing, Online Travel and Vertical Classifieds.

     

  • Comstrat offers an excellent opportunity for students to work on a live case and build an interface with senior advertisers, marketers and academia

    Draftfcb Ulka Comstrat 2012 – grand finale on Dec 22

    By A Correspondent

     

    DraftFCB+Ulka’s Comstrat, now in its seventeenth year, is the first ever case-study competition in the area of marketing communications, organized in association with K J Somaiya Institute of Management. The exciting youth oriented brand case study this year, Burn, has been provided by Coca-Cola India. The Case Study can be accessed at http://www.draftfcbulkacomstrat.com/index.html

     

    Comstrat, Communication Strategy in short, is a reflection of the strong tradition of strategy-based advertising that has been practiced by Draftfcb+Ulka over its 50 year life span. Comstrat is conducted in the area of advertising and communication strategy based on a real life marketing situation, on a live brand.

     

    Comstrat offers an excellent opportunity for students to work on a live case and build an interface with senior advertisers, marketers and academia, and over the years several management institutes and renowned companies across various industries have participated.

     

    Here is what Kinjal Medh, Chief Operating Officer, Cogito Consulting and a long time jury member of Comstrat had to say, “The first ever case-study competition in the area of communication strategy, Draftfcb Ulka Comstrat has been a huge success with increasing participation and stronger competition every year from India’s leading B-schools. Students relish the opportunity to spar with real life communication challenges and the industry benefits from inspiring out-of-the-box solutions from fresh young minds.”

     

    The past years have seen keen participation from management institutes across the country, and enthusiastic support from the industry. Some of the past year cases have been Hutchison Max(1997), Tata Indica (1998), Cadburys Bournvita(2000), Marico Parachute (2001), Philips (2003), Indian Oil Corporation (2004), Colgate Cibaca (2006), Hero Honda Pleasure (2007), Tata Sky (2008), Titan Octave (2009), Nokia C3 (2010) and Bru World Cafe (2011). Past winners include IIM Calcutta, MICA, Bajaj, NMIMS, KJ Somiaya, IIT Bombay SOM etc. This year the finale is to be held on 22 December at K J Somiaya’s Management Centre Auditorium. Be there to cheer the six finalists.

     

    Event Details:

    2pm, December 22nd, 2011

    Venue: K.J.Somaiya Institute of Management Studies & Research, Vidyanagar, Vidyavihar (East), Mumbai-400077

    http://www.draftfcbulkacomstrat.com/index.html

  • Arnab Mitra (National Director, Starcom Mediavest Group) and Amit Tripathi (Managing Director, id8labs) have jointly invested in the recently launched Digital Marketing and Training Institute (DMTI)

    Arnab Mitra & Amit Tripathi invest in DMTI

    By A Correspondent

     

    Arnab Mitra (National Director, Starcom Mediavest Group) and Amit Tripathi (Managing Director, id8labs) have jointly invested an undisclosed amount in the recently launched Digital Marketing and Training Institute (DMTI), according to Rashmi Putcha, CEO – DMTI. The investment will be used as seed capital for the company to fund the operations of the education firm.

     

    DMTI was formed by Rashmi Putcha to offer multiple categories of training programs across Short Term and Medium Durations directly. The company has tied up with the likes of ITM group of Institutions and NIIT Imperia for partnering their long-term courses and certifying the students appearing for these courses.

     

    DMTI has already trained over 1,000 professionals thus far and has successfully been able to place some of these students at some of the leading Digital Marketing companies. DMTI program is a unique industry partnership where some of the leading Digital professionals are coming together to help build the quality manpower for the industry under an organized player with a strategic approach to deliver a product, which is closest to what is desired, by the industry.

     

    Mr Mitra and Mr Tripathi will be joining the Board of DMTI and will provide the company with the growth direction that it needs to take the company to the next level of an organized play in the largely unorganized Digital Marketing Education space.

     

    Speaking on the occasion Mr Tripathi said, “There is an urgent need to address the state of the quality of available resource for the rapidly growing Digital Media business. Presently, the industry is rapidly evolving and with it the needs and the demands of the business, however the quality of available resource has been lagging far behind. We believe that DMTI with its unique proposition is in a position to make an impact on this gaping need.”

     

    Mr Mitra added, “Great team, and a great vision, partnerships with industry leaders makes DMTI a unique combination of both sides of the spectrum, the supply and the demand. And thus offer insights which produces a pool of talent which is groomed from the start to meet the rigors of the Digital World.”

     

    Rashmi Putcha, CEO DMTI added, “We are delighted to have industry stalwarts like Arnab and Amit expressing confidence in the vision of DMTI and making the investment in the company. Their association will immensely benefit DMTI to the next level by bringing on board insights from their vast experience in the digital realm.”

     

  • The company has come up with a nine-day campaign to promote its scooter Ray during the festive season

    Yamaha takes unique approach to connect

    By A Correspondent

     

    India Yamaha Motor has come up with a unique initiative to attract its niche target audience of young urban women for its new scooter Ray. The company has come up with a nine-day campaign to promote its scooter Ray during the festive season. The campaign tries to give a new definition to driving the stylish and peppy Yamaha RAY by reinstating the RAY “Life is an Adventure” campaign message.

     

    The campaign which started with a group of 6 girls forming a cavalcade of scooters with 6 RAYS will travel through various locations in New Delhi. The cavalcade of scooters will start from a particular dealership at one point in the city, travel through the city for the entire day and culminate at another dealership at the end of the day. The cavalcade of scooters in turn will cross and halt at key junctions like markets, colleges and schools to create buzz, excitement and maximize awareness about the scooter RAY.

     

    Speaking at the occasion, Roy Kurian, National Business Head, India Yamaha Motor said, “We launched the RAY in India due to the huge demand that this segment was witnessing in the country, with college students and young working women showing increased affinity to purchasing light weight and highly efficient scooters. The new RAY has been designed and engineered to answer the needs of this growing class of young female customers who want a scooter that is stylish, compact, easy to use and has a fresh new appeal. Through this campaign we are trying to enthuse further excitement amongst our target audience. The campaign will showcase the spirit of adventure that is associated with the Ray and which it promises to deliver to its customers.”

     

    The cavalcade of scooters will travel to various colleges in New Delhi to create buzz and excitement among young college students. The cavalcade will cross various colleges in the city like Vivekanand College for women, Deshbandhu College, PGDAV College, Jamia Milia Islamia College and Maharaja Agrasen College. The cavalcade will also cross a number of customer centric areas like the City Square Mall- Rajouri Garden, M2K Rohini, Jwala Heri Market- Pachim Vihar etc. The event spanning across 9 days will culminate on Nov 10th.

     

    Post the Ray’s launch, the company has undertaken a number of activities in order to attract its target customers and influence sales. The company has expanded its dealer network and improved customer care quality for female customers by appointing more female staff at customer contact points and introducing female customer care program. The company has also developed a riding training programme for female customers. The riding training programme known as the Yamaha Female Riding Training programme is to be implemented across India very soon.

     

  • Nickelodeon has joined hands with Mexus Education to launch edutainment toys under 'Nick Explore', and the channel will also launch toys under 'Nick Sports' & 'Nick Action' soon

    Nickelodeon launches edutainment toys

    By A Correspondent

     

    Nickelodeon India has a diverse portfolio in the kid’s consumer market with its popular toons and is now set to introduce its own sub brands in the Indian market – Nick Explore, Nick Sports and Nick Action. The first edition from this kitty is ‘Nick Explore’ in association with Mexus Education, one of the leading providers of hands-on educational toys for kids.

     

    The Nick Explore range of hands-on-learning toys and instructive games exposes kids to the fundamentals of science & technology thus increasing their imagination and analytical skills. These edutainment toys are targeted at 8 years and above, with 24 different models and priced from Rs. 199 to 2499. Nick Explore includes toys like rocking chairs, quad bikes, 360 degree cannons, walking robots, retro planes, earthquake meters and many more. The components in all the toys are interchangeable, re-usable and comes with infinite possibilities of making new models and machines. The range will be available at Hamleys, Landmark, Reliance Time Out, Shoppers Stop, Beanstalk and several toy stores across the country.

     

    ‘Nick Explore’ promises to be fun while it encourages active play & high engagement value amongst children. The toys give kids an opportunity to develop a constructive mindset, increase creativity, logical thinking and are DIY (Do-It-Yourself) too; so children get an opportunity to engineer the toy themselves, right from scratch!

     

    Speaking on the launch of Nickelodeon’s sub brands, Sandeep Dahiya, Sr. Vice President – Consumer Products & Communications, Viacom18 Media Pvt Ltd said, “This collaboration marks our entry into a new domain – both from a brand as well as a category perspective. The ‘Nick Explore’ range of kits, developed by Mexus Education, will help unlock the creative potential in older kids, while exposing them to basics of science in a manner that’s fun and interactive.”

     

    Rohit Jain, Managing Director – Mexus Education added, “We are delighted to launch our latest innovative designer toys as Nick Explore. This is in continuation with our efforts of making learning enjoyable for kids. Nick Explore series will give a new dimension to the way kids perceive toys and studies by delivering the rare mix of analytical skills and creativity. Now kids can make new designs everyday and experiment with their ideas to make real machines and life size models with world class quality components in Nick Explore products.”

     

    Nickelodeon’s association with Mexus Education will include a 360-degree marketing promotion that will include on-air promotion, on-ground activities, digital and radio that will help in consumer engagement. The new product range will be promoted through various social media platforms on Facebook, Twitter as well as on the Nick India website. There will also be contests and retail promotions planned around the range.

     

  • The TVC for premium fragrance brand from Godrej Consumer Products Ltd (GCPL) launched recently

    CreativeLand Asia creates Fresh Aer

    By A Correspondent

     

    The TVC for premium air fragrance, aer, by Godrej Consumer Products Ltd (GCPL), went on-air on November 5. Conceptualized and executed by CreativeLand Asia, the 35-second ad communicates the ability of aer to spread delightful fragrances in cars simply with a click of a button. It marks the entry of aer into the air care segment.

     

    The advertisement opens with a young man sitting in a common hatchback car. During the ad he realises that aer does not make unreasonable promises such as the car being magically transformed into a bigger and more expensive one after. It simply states that by ‘clicking’ aer, one can simply enjoy invigorating fragrances in the car. It communicates the most important aspects of aer – invigorating fragrances and unique mechanisms.

     

    The TVC was supported by a print campaign as well, wherein the readers of Bombay Times and Delhi received a delightful whiff of aer fragrances from the newspaper.

     

    Sunil Kataria, EVP, Marketing & Sales, GCPL said, “The 3 distinct fragrances – Cool Surf Blue, Fresh Lush Green and Petal Crush Pink along with aer’s unique brand positioning, make it stand out in the air care segment. The TVC compliments the invigorating and quirky aspects of the brand and communicates exactly what aer promises to deliver – a delightful experience!”