MxMIndia

Category: MARKETING

  • Dulux Velvet Touch's Fashion Trends is an offering of high-end emulsions (decorative paints)

    Dulux Velvet Touch’s new campaign redefines wall decoration

    By A Correspondent

     

    Dulux, the flagship decorative paints brand from AkzoNobel India announced the launch of its integrated brand campaign for Dulux Velvet Touch named ‘Fashion Trends for Walls’. The integrated campaign featuring brand ambassador, Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls. Dulux Velvet Touch’s Fashion Trends is an offering of high-end emulsions (decorative paints).

     

    Explaining the rationale behind the brand campaign, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India said, “Being an International premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign is aimed at reflecting Dulux’s core values of providing best in class interior solutions that support customers in making their homes stylish and establishing an iconic level for Dulux Velvet Touch.”

     

    He added, “With Dulux Velvet Touch being at the heart of the campaign, its Brand Ambassador, Farhan Akhtar has given life to this television commercial. The TVC is strongly flanked by print and outdoor advertisement, and active engagement through digital touch points and in store solutions. As a brand ambassador, Farhan Akhtar embodies the Dulux Velvet Touch’s core position of self-expression and style.”

     

    Agnallio Dias, Co-Founder & Chief Creative Officer, Taproot Dentsu Communications, Taproot Dentsu says “The Fashion Trend for Walls campaign of Dulux Velvet Touch has been catering to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wear it on their walls.”

     

  • It's that time of the year when the country's getting set for IPL fever. Here'a a trendwatch from GroupM ESP

    Top 10 trends of IPL Season 8

     

    According to GroupM ESP, the entertainment and sports partnerships unit of media buying house GroupM, the sports industry has come of age in addressing sponsorship sales and integrating technology to drive audience engagement and advertising deals. “From selling tickets to selling an experience, Indian Premier League has come a long way,” said Vinit Karnik, National Director, GroupM ESP.

     

    In 2015, while teams will continue to beef up the in-stadium experience, there is an additional focus on technology integration. “It makes sense because if fans aren’t in the stadium, they’re watching it somewhere else – at work or home or in a café. And we also see a lot of new generation brands jump onto the IPL bandwagon,” he added.

     

    Here are the top 10 trends of IPL season 8, says GroupM ESP:

    1. E-commerce brands will dominate ad spends on broadcast platform. Top e-commerce companies including Amazon, Quikr, Flipkart, Paytm, Go-Daddy and Car Dekho have signed up for IPL 8

     

    2. Realistic sponsorship pricing strategies resulting in repeat purchases and a stable sponsor ecosystem Brands including USPA, Flying Machine, Ed Hardy, Ultratech, Videocon D2H, Sansui, Aircel, Etihad, HDIL, Tata Prima, HTC, Huawei and Idea Cellular have renewed contracts

     

    3. Increased dependence on crowdsourcing to create excitement around brands. Pepsi’s main summer campaign that will break during IPL 8 is crowdsourced and made by consumers

     

    4. Apparel is an emerging and popular sponsor category among franchises. Top brands like USPA, Flying Machine, Ed Hardy, Jack & Jones have committed to spending with various IPL teams

     

    5. IPL Fan Park idea to heighten interest and involvement in smaller cities and towns. IPL has launched Fan Parks – to create a stadiumlike experience by showing matches on giant screens – in 14-15 cities

     

    6. Enhanced broadcast production quality with regional language feeds. Sony Max is expected to broadcast the match in at least five regional languages including Tamil, Telugu and Bengali

     

    7. Digital platforms to create sustained and deep engagement with real-time analytics. All sports apps including those owned by Multi Screen Media, the cricket board and IPL teams are going to be active on Facebook and Twitter and other platforms to grab fan attention. This will also help with interactive data analysis

     

    8. Technology to enhance spectator interactions and engagement inside stadium. Mumbai Indians, Royal Challengers Bangalore and Kolkata Knight Riders are planning Wi-Fi inside stadiums

     

    9. Surround content to drive social conversations. The cricket board and all IPL teams have planned to release behind-the-scene content and is planning contest around IPL 8

     

    10. Smart talent acquisition by franchises has increased competitiveness with teams evenly matched. Post the auction in February, all IPL teams look equally competitive in Season 8.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Enables customers cancelling a trip, to reschedule it instead, at no extra cost

    FCB unveils ‘Uncancel’ for MakeMyTrip

    By A Correspondent

     

    MakeMyTrip has launched ‘Uncancel’, a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether.  In an added delight, the trip is re-booked at the original cost, making it a win-win for the customer.

     

    The feature was conceptualized by FCB Ulka to enhance the company’s reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.

     

    FCB Ulka hit on the idea of “Uncancel” to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication including Customer Care Centre Scripts, Introduction Mailers, Digital Banners, and the launch films.

     

    Sachin Das Burma

    Sachin Das Burma Group Creative Director, FCB Ulka says: In Advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualization that involved massive changes at their end – in product features, processes and technology integration.”

     

    The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip’s Uncancel then provides a way out for the traveller to continue with their trip at a later date. The first film is already live, and received tremendous positive feedback and brand buzz. The two films to follow will also be released on digital platforms only – marking another first for MakeMyTrip.

     

  • The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society

    Jabong takes ‘Be You’ philosophy further with new TVCs

    By A Correspondent

     

    Fashion portal Jabong has unveiled three TVCs, which will be aired across various channels. The TVCs capture aspirations, dreams, thoughts and personal styles for people who have chosen to break free from the norm and followed their own style and passion.

     

    The launch campaign, last year was a reminder, a knock on everyone’s conscience. After radiating this vision, Jabong adds to its philosophy of ‘Be You’. The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society. It inspires lateral thinking and affirms fashion as a mode of unorthodox expression.

     

    On the launch of the second edition of the brand campaign, Praveen Sinha, Founder and Managing Director, Jabong.com, said, “Post tasting success with the launch of ‘Be You’ campaign last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the word.”

     

    Created by Bang in the Middle, with different films, weaving different stories, this year’s plan is much grander and bolder. Instead of just telling people to follow their own star and break free, it shows the stories of people who dared to be themselves. Here, Jabong celebrates each type of special, every kind of different.

     

    Prathap Suthan

    Prathap Suthan, CCO, Bang in the Middle said, “Last year around when we launched the philosophy of ‘Be You’, we were pretty much convinced that it gave enough and more encouragement to young India to be proud of themselves and to go ahead and be what they wanted to be. Jabong being the one brand that would support and inspire them on their self discovery and conviction with the widest range of fashion. Ready with ideas to help express themselves across the days and nights of their journeys. The campaign was a balanced act of liberation, and pushed people to go beyond the shallow definition of fashion, and gave them the freedom to stand up and be themselves: beLeaders instead of followers. This time around, instead of a common philosophy, we are bringing to life stories of individuals, how they choose to live their lives and how they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever.”

     

    This campaign is a mouthpiece for the youth that has risen above the herd and retained its true identity. Jabong, with these new ads, exemplifies what ‘Be You’ means. The TVC includes a 30 second couplet narrating the tale of a young couple in a live-in relationship, defying the societal customs and avowing to stay true to their individual beliefs. An additional 60 second film is shot for digital promotion encapsulating the dreams of young India and how they are pursuing their unique entities, away from the social orders. Two more commercials chronicling journeys of the protagonist follow as well this season.

     

  • The new campaign showcases everyday moments to bring alive the benefits of a Faster Data Network

    Speed is good, affirms Vodafone in new campaign

    By A Correspondent

     

    Vodafone has announced a new campaign to communicate its proposition “Speed is Good”. This comprises of a series of television commercials that Vodafone will air during the 7-week long tournament. The campaign is made up of short but memorable stories where Vodafone customers use their fast 3G network to bring a smile to someone’s face.

     

    This “Speed is Good” campaign aims at articulating speed with the benefit of the fastest 3G network substantiated with hard functional claims basis an analysis of Ookla Speed test data during the period September 2014 to February 2015. The Vodafone network was adjudged to allow 22 per cent faster download and 43 per cent faster upload experience with its 3G data network as compared to the next best operator. This campaign will endeavor to strengthen the 3G network credentials through new campaign.

     

    As a build-up to the IPL campaign, Vodafone launched the idea of ‘Speed is Good’ with two commercials “Farewell” and “Haircut” earlier. The commercials which are on air tell the story of technology and in the process touches hearts. The stories also effectively establish the idea of ‘Speed is Good’. To build on this idea, Vodafone will be releasing two new spots called “Baby” and “Library”. The “Baby” spot is about how a crying baby is pacified by a teenage boy with the help of faster video downloads on Vodafone. And the “Library” spot tells the story of how a group of friends break into a silent celebration in a library when the news of someone’s birthday spreads quickly on Vodafone 3G.

     

    Commenting on the campaign, Ronita Mitra, Senior Vice President – Brand Communications and Insights, Vodafone India, said: “IPL is the biggest sporting platform in the country designed to appeal to a wide audience with high clutter and frequency during a very compact period. In line with our brand promise of always enabling consumers to be confidently connected, we are launching the ‘Speed is Good’, campaign that reinforces Vodafone’s network credentials in an evocative and engaging manner. The high decibel campaign aims to position Vodafone as the fastest 3G network in the country.”

     

  • Publishers claim Indian players like InMobi, SVGMedia and VServ are known to play by the rules, but those in China, especially YeahMobi and Avazu don’t necessarily do

    App publishers counter undercutting ad networks

    By Krithika Krishnamurthy

     

    Ad network Adatha was born four months ago when Venkatesh Rajendran, co-founder of online magazine publishing firm Magster, found discrepancies in the manner in which he was being paid for his services.

     

    Magster was advertising the mobile apps of Flipkart, Mobikwik and Snapdeal through various ad networks such as China-based Avazu, InMobi and SVG Media.

     

    For the same app, Rajendran said, he was getting different payments from different networks. Advertisers pay ad networks to display ads on relevant apps, mobile sites and websites. The websites like Magster get paid for the ads they showcase.

     

    “We got paid differently from different ad networks. Why were there variations for the same app?” he asked himself, he said. When he dug deeper, he said he found that despite having got impressions, the ad networks were undercutting him, by showing him the wrong metrics.

     

    In this case, Avazu was paying him a slightly higher amount for every ad installed, but it reduced the overall number of installs, he said. So, Rajendran said, the final payments would be much lesser at the end of the day. This prompted him to form an association of about 15 members called Indian Mobile App Publishers’ Network that aims to blacklist and showcase suspicious ad networks to publishers.

     

    CashOn, Pokkt and EarnTalk Time are some of the publishers that have come on board. Publishers claim Indian players like InMobi, SVGMedia and VServ are known to play by the rules, but those in China, especially YeahMobi and Avazu don’t necessarily do.

     

    Avazu refuted the claim while YeahMobi did not respond to requests for comment till late evening on Tuesday.

     

    “That’s not really true. We only cut publisher payments when we find fraudulent traffic or when publishers are not compliant with our advertisers’ policies and we always provide evidence on that, and provide all the guidelines within campaign descriptions of each advertiser campaign,” said Yi Shi, chief executive and founder of Avazu.

     

    Not just publishers, even advertisers claim they are getting the short end of the stick. Advertisers or brands pay for people who are viewing their ads; some pay for clicks while others pay for installing apps. But about 5-10% of it is generated by machines, according to online measurement firm comScore.

     

    AdCovenant, an ad agency, has come up with a solution that specifically aims to tackle the number of false clicks through rates with their solution. “We ensure 50% better return on investment as all of it is human impressions,” said Chetan Ahuja, spokesperson of Pune-based AdCovenant.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Monthly publication to facilitate NRI Investment in Indian Real Estate sector

    India Property Insider debuts in UAE

    By A Correspondent

     

    Media and Publishing House Young Media attempts to reach the Indian community in UAE with the launch of its magloid named ‘India Property Insider’ in association with Gulf News daily. The objective of this magloid – magazine in a tabloid format – is to inform NRI audience in the UAE with ‘need to know’ and ‘nice to know’ facts about the real estate sector in India. Being informative, motivating and illustrative at the same time, this magloid attempts to satisfy both the emotional and rational reasoning of NRIs who wish to own a house in their mother land.

     

    Commenting on this new venture, Wilfred Fernandes, Founder and Director of YOUNG Media stated, “There has been a long pending need felt among the NRI community based in the Gulf of a vehicle that offers regular updates and advisories on the Indian real estate sector that is customised for the NRI community. We felt that India Property Insider will be the perfect vehicle for NRIs empowering them to take informed decisions whilst investing in real estate in India.”

     

    Young Media has tied up with Gulf News for direct distribution of the magloid which will be available free for readers of Gulf News daily. Having sizeable proportion of Indian community in UAE, in cities like New Dubai, Jumeirah, Ghusais, Karama, Bur Dubai, New Deira, Sharjah and Abu Dhabi, India Property Insider promises a good reach in these cities and facilitate sales for Indian real estate developers from the NRI customer segment on a sustained basis.

     

    With rich content and conversational presentation style, IPI would empower the NRIs in UAE to easily navigate through the Indian real estate sector, motivate them to invest in realty in India and actively enable decision-making in terms of property purchase.

     

  • Tanishq has used a unique story-telling approach in the commercials, which is very different from anything the brand has done in the past

    Tanishq unveils campaign to highlight matchless offerings

    By A Correspondent

     

    Tanishq has taken its communication a step further and has launched a series of commercial films featuring its retail sales officers.

     

    Tanishq has used a unique story-telling approach in the commercials, which is very different from anything the brand has done in the past. Each film opens with a Tanishq retail sales officer from different parts of the country (Bangalore, Delhi, Kolkata and Jaipur) who narrate unique experiences they’ve had with Tanishq customers. These real stories brings alive the brand’s commitment towards great value and purity along with complete transparency. From introducing the state-of-the-art karatmeter at every single Tanishq store which guarantees the most accurate way of measuring the purity of gold, to providing 100 per cent exchange value for diamonds and other precious stones, Tanishq ensures that its customers are never disappointed.

     

    Sharing her views on the campaign, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facer of our relationship – the one that our employees at the stores share with our customers.

     

    She further added, “The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that makes Tanishq, the most loved and preferred jeweler in the country. Backed by strong consumer understanding, we have also attempted to change vocabulary in the films so consumers take an informal decision while buying our jewellery.”

     

    Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas said: “The biggest challenge was to present these rational points interestingly. We drew inspiration from sales staff of Tanishq who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting and human manner.  And of course it was nice that we could manage this in one single take without a cut.”

     

  • TAM Adex data show that the big four e-commerce companies ­ Amazon, Flipkart, Snapdeal and OLX alone spent a staggering Rs 600 crore on ads in 2014. Overall, the sector spent Rs 750-800 crore in 2014 and the budget would cross Rs 1,000 crore in 2015, say media planners

    E-com majors Flipkart, Amazon etc spend mega on ads

    By Shambhavi Anand & Pritha Mitra Dasgupta

     

    Ecommerce, probably the most happening sector in India, has turned into one of the hottest for the advertisement industry , too.

     

    Spending on advertisements by e commerce companies surpassed that of consumer durables, banking and financial sectors in 2014. They are spending as much as the traditional table-toppers -telecom and auto companies.

     

    TAM Adex data show that the big four e-commerce companies ­ Amazon, Flipkart, Snapdeal and OLX ­ alone spent a staggering Rs 600 crore on ads in 2014. Overall, the sector spent Rs 750-800 crore in 2014 and the budget would cross Rs 1,000 crore in 2015, say media planners.

     

    The big spending has come despite the fact that Amazon started advertising in India as late as in May 2014. But that forced rivals, local leader Flipkart and Snapdeal, to beef up their efforts. In 2014, the sector spent Rs 60-70 crore on print ads, as they vied for premium positions, such as front page, jacket and double jacket ads in newspapers.

     

    The sector spent Rs 32-35 crore only on jacket ads ­ four full pages of advertisement that cover the rest of the newspaper as a jacket.

     

    But, more money has gone to television ads: as much as 50-60% of the total ad spend. While 15-20% of the total was spent on digital, 10-15% went to print media and the rest to radio and out-of-home media. “We expect the spend to go up by 20% in 2015,” said Anand Chakravarty , head of western India operations at media agency Maxus.

     

    The media mix of the sector will continue to be driven by television, followed by digital in 2015, he said, as the primary objective of the players is to build reach and ensure high visibility to garner more investment interest.”Digital drives business performance,” he said.

     

    Foreign investors who saw e-commerce as an opportunity to play in the nation’s mammoth $500 billion retail market have bank-rolled top online retailers’ efforts to scale up quickly over the past few years.

     

    This has also increased competition in the online market, where the players are waging a war to win over the consumer. While the companies have of late cut down on discounts to consumers, they are focusing more on brand building, signing up Bollywood celebrities as brand ambassadors and stepping advertisement activities around sporting events.

     

    The e-commerce sector is expected to spend heavily on the Indian Premier League.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Multi Screen Media, the official broadcaster of the Indian Premier League, is likely to make about Rs 1,000 crore from on-air sponsors and spot advertising this year, riding an ecommerce wave

    MSM to rake in Rs 1000 crore from IPL ads as e-commerce players join party

    By Ravi Teja Sharma & Ratna Bhushan

     

    If all goes according to script, Multi Screen Media, the official broadcaster of the Indian Premier League, is poised to make about Rs 1,000 crore from on-air sponsors and spot advertising this year, riding an ecommerce wave, say media planners and industry watchers. About 25% of the revenue will come from e-commerce companies, said Rohit Gupta, president of MSM, though he did not confirm the total amount that the broadcaster is likely to make.

     

    Spending by online retailers made up for 10-12% of MSM’s revenue of Rs 800 crore during last year’s IPL. Flush with cash raised at mind boggling valuations, e-commerce companies that will be seen on air this time include Amazon, Paytm, Magicbricks and CarDekho as sponsors while CarTrade, Snapdeal and Freecharge have taken television spots during matches.

     

    MSM has signed up 12 sponsors including Vodafone, Hero MotoCorp, Intex Mobiles, PepsiCo and Vimal Pan Masala, selling close to 95% of its inventory before the eighth edition of the tournament started on Wednesday. These sponsors have taken over 50% of the inventory while the rest has been sold as spots to other advertisers.

     

    “In the last couple of years, a lot of e-commerce companies have raised funds. Their target is quick consumer acquisition for which they are trying to use cricket as a platform to get quicker reach,” said Nandini Dias, chief executive officer at media agency Lodestar UM. IPL’s viewership has grown from about 160 million in the fourth edition in 2011 to 191 million last year.

     

    “There is no better platform than IPL to reach out to the Indian masses,” said Manisha Rana, head of marketing at property portal Magicbricks.com, which will launch the second phase of its new campaign that started in February. The new campaign is set around IPL matches and this time is in a shorter 15-second avatar.

     

    Media planners say e-commerce companies have almost doubled their spending this year. Amazon is one of the presenting sponsors this year after having been an associate sponsor last year. It gets 210 seconds of advertising time per match compared with an associate sponsor’s 100 to 120 seconds. “Amazon would have doubled their outlay as well as inventory this year,” said a media planner, not wanting to be identified.

     

    In a recent report, media investment company GroupM said that it expects e-commerce to lead advertising spends in 2015, though it currently has a much smaller base than other categories. A report by Assocham and Deloitte says e-commerce will cross $16 billion worth of business by the end of 2015.

     

    LK Gupta, chief marketing officer at Girnar Soft, the owner of CarDekho.com, said the momentum has been building up for the ecommerce sector for the past three to four years as it gets ready to explode into a mass category. “There is a watershed period when a category has to achieve scale. For e-commerce, that comes from Internet connectivity, mobile phone adoption, openness of the mass public to buy and search stuff online. That tipping point was crossed last year,” he said. “Cricket is a huge property to go behind because it gives you national scale in one go.”

     

    The Ratan Tata-funded company CarDekho will launch the second phase of its “Mr I Know” campaign during the IPL.

     

    Shankar Nath, senior vice president at Alibaba-backed Paytm, said the company plans to step up brand recall and salience for Paytm through cricket. The company is investing in IPL as an associate sponsor with the official broadcaster, for which it has planned a new campaign, and also is in a tie-up with Mumbai Indians as official partner.

     

    Gupta of MSM said youth, which is the big category and a target group for e-commerce companies, come in big numbers around the IPL. Apart from finding space on television, several e-commerce companies have tied up with IPL teams. Food ordering app TinyOwl has signed up with Mumbai Indians as its official food ordering app. Harshvardhan Mandad, CEO of TinyOwl, said the company will launch its first big marketing campaign through the IPL.

     

    Mobile taxi-hailing app developer Uber has tied up with Kolkata Knight Riders as the official local transport partner, Foodpanda is the shirt and kit sponsor with Sun Risers Hyderabad while Shopclues is the e-commerce partner of MS Dhoni-captained Chennai Super Kings.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Encompasses the omniscient quality of its products with the popular tagline, "Uparwala sab dekh raha hai."

    CP PLUS rolls out TVC to highlight supremacy in video surveillance domain

    By A Correspondent

     

    CP PLUS, the Leader in advanced surveillance and security systems and solutions, has unveiled its new TVC for the first time to reiterate its dominant position in the security domain. The ad throws focus on the wide range of security solutions that the brand offers in the realm of video surveillance to suit versatile purposes and various environments. It emphasizes on the powerful all-seeing feature of its best-in-class video surveillance solutions with the core communication ‘Uparwala Sab Dekh Raha Hai.”

     

    The TVC is created by Dentsu to showcase the discreet yet fly-on-the-wall surveillance that CP Plus video cameras can offer in a college so that miscreants can be detected easily. It begins with a group of freshers being confronted with a senior bunch of students in a college corridor. The seniors start ragging the new kids by asking where they are from. When they find out that they are from Delhi, they ask the young boys to become the Qutub Minar. This is followed by the freshers climbing on top of each other to form a human pillar of sorts, albeit gingerly and with full chances of toppling over. This is when the boy sitting on top of the human tower spots a camera fitted in the adjacent pillar, and points it out to his seniors. The fear of getting detected by the camera fills the seniors with trepidation and makes them briskly turn around and flee to avoid punishment later.

     

    Aditya Khemka, Managing Director, CP PLUS India said, “This ad which is the first in a series is pegged to drive home the point that security is required everywhere- whether home, office, public place or an educational institute.  As the market leader, we are keen on reaching out to the masses with our extensive range of products to ensure security they can trust and rely upon at affordable price points. We want to reassure them that even an HD video camera can be bought within their budget!”

     

    The TVC will debut with the eighth season of IPL in order to capture significant consumer mindshare through the huge popularity of the tournament in India and garner maximum visibility.

     

  • Tata Capital is looking to create an ideal learning environment for the children

    Tata Capital supports the cause of Right to Education

    By A Correspondent

     

    Addressing the serious issue of illiteracy faced by small towns, Tata Capital’s ‘Do Right’ campaign reached out to Varanasi, Uttar Pradesh and identified a true Do Righter Ajeet Singh, founder of the unique Varanasi boat school.

     

    With an objective of engaging with the children of a community near River Ganga, Ajeet started a novel and innovative boat school for these children who otherwise would sit idle or pick rags. The boat school provides basic schooling here.

     

    In support of his noble initiative, Tata Capital is looking to create an ideal learning environment for the children of this boat school through a magical transformation. Starting with the makeover of the interiors, which includes renovations and repairs; to providing them with necessary facilities like a library, educational toys, stationery, a computer and a painting kit. For this a sum of INR 90,000/- is required to transform the boat.

     

    To support this cause, Digital L&K Saatchi & Saatchi through the social media properties will help highlight the initiative undertaken by Ajeet Singh and will aim at gaining support from the community at large in raising funds to enlighten the future of these children who are deprived of the basic right to education.

     

    Commenting on the Do Right campaign, Anil K Nair, CEO & Managing Director, Digital L&K Saatchi & Saatchi, said “How can we get ordinary consumers to participate in a brands philosophy and campaign? How do we convert the social media into a force for the good? ‘The Journey of Doing Right’ is a powerful campaign that is ‘live creativity’ as it’s best. A campaign that engages, inspires and involves people at the same time to participate in the philosophy of doing right. Let’s give the children of this unique boat school the ideal learning environment that they truly deserve. One can visit www.doright.in and contribute to this cause.”

     

    Recently, Digital L&K Saatchi & Saatchi successfully completed the story of Shikshangram Shelter on this Journey of Doing Right. Shikshangram Shelter, a Pune based NGO was going through financial crisis and was unable to bear overhead expenses, including their electricity bills. Digital L&K Saatchi & Saatchi reached out to various communities and managed to collect a sum of INR 1,26,500/- in just five days. With these funds Shikshangram Shelter is now a self-sustaining institute with solar panels installed across the premises.