MxMIndia

Category: MEDIA

  • Through their offer in partnership with Ola Cabs, consumers can avail free Ola cab rides on recharge of Rs 50 or more on prepaid and postpaid numbers

    FreeCharge unveils campaign announcing new offer with Ola Cabs

    By A Correspondent

     

    FreeCharge has unveiled its new campaign titled ‘FreeCharge Ola Offer’ that premiered across traditional and digital media on10th March during the ICC World Cup 2015. Through their offer in partnership with Ola Cabs, consumers can avail free Ola cab rides on recharge of Rs 50 or more on prepaid and postpaid numbers.

     

    Keeping in tandem with the previous campaigns by FreeCharge, this 360 hi-decibel integrated media campaign too brings the joy of recharging online by giving consumers a rewarding experience. Conceptualized by Lowe Lintas and directed by Deepti Rao of Spotlights, the TVC’s that premiered during the World Cup have received a good response from consumers, especially the youth, garnering more than 1 million views in just 10 days into the campaign on YouTube.

     

    Speaking on the campaign, Alok Goel, CEO, FreeCharge said, “Consumers are shifting to making transactions from their smartphones and it is FreeCharge’s mission to make those transactions joyful and rewarding. This latest initiative is another step in rewarding users who recharge with FreeCharge.”

     

    The offer entails consumers to recharge their prepaid or postpaid number for just Rs 50 or more and in return, get an Ola cab ride free anywhere in the country worth Rs 250.

     

    Arun Iyer

    Speaking on the campaign, Arun Iyer,  National Creative Director, Lowe Lintas, said “Keeping in sync with the key campaign insight that “the youth of today are charged with being irresponsible with their money” and the brand’s role in helping the youth shed this tag, the Ola offer and communication was a perfect fit and enabled the brand to strengthen their position in this insight space.”

     

  • General Entertainment channel localized for the Indonesian audience

    Zee Entertainment launches Zee Hiburan in Indonesia

    By A Correspondent

     

    Zee Entertainment Enterprises Limited (ZEEL) announced the launch of Zee Hiburan in Indonesia. ‘Zee Hiburan’, which means ‘Zee Entertainment’ in English, is a GEC that features popular Indian serials localized for the mainstream Indonesian audience.

     

    Speaking on the launch of Zee Hiburan, Sushruta Samanta, Business Head – Asia Pacific, Zee Entertainment Enterprises Ltd. (ZEEL) said, “Zee Hiburan in Indonesia is our 3rd launch in the APAC region in the last 14 months, following Zee Bioskop and Zee Nung. Zee Hiburan will consolidate our position and market share in Indonesia, which is one of the fastest growing Pay-TV markets in the region. Our initial interaction with the distributors was very encouraging, which propelled us to launch a GEC Channel within a year of launching our Bollywood channel, Zee Bioskop in the market. Indian content has created a huge wave in the local FTA space and with Zee Hiburan, we believe that we will be able to take it to the next level.”

     

    Sushruta Samanta

    Sharing more details on the channel, Mariaa Gint Lizing, Country Head, Zee Entertainment Enterprises Ltd. (ZEEL) said, “With Indian stories narrated like never before, Zee Hiburan promises to engage the viewers with shows that travel from the eras of the kings and queens to the modern world. The channel is positioned as ‘Color Your Life’ showcasing every emotion in the most colorful fashion. Inspired from paper puppets & paper quilling art forms, the channel packaging is artistically designed to merge the Indonesian & Indian cultures.”

     

    The channel will showcase popular ZEE shows and dramas like Ramayan, Jhansi ki Rani, Jodha Akbar, Kumkum Bhagya, Pavitra Rishta, Kasam Se, Sapne Suhane Ladakpan, Jab Love Hua, Fear Files and many more.

     

    Zee Hiburan – Warnai Hidup Anda (Zee Entertainment – Color your life) is currently available as a pay channel on ICTA – Indonesia Cable TV Association and K Vision (DTH platform) and will soon be available on more platforms in the market. After the successful launch of Zee Bioskop in Indonesia last year, Zee Hiburan is geared up to woo the local Indonesian audience with popular Indian daily soaps.

     

  • Weekends will witness the latest seasons of shows with fresh content airing closer to US dates

    AXN announces slew of programming initiatives for 2015

    By A Correspondent

     

    AXN has announced a new programming line-up and schedule for 2015. It has tied up with a host of international studios such as CBS, Sony Pictures, BBC, WB, MGM, NBC Universal, Buena Vista International, Fremantle Media, Endemol, FOX and many others.

     

    During weekdays, signature shows like Guinness, Ripley’s, American Ninja Warrior, Wipeout will be aired at 8pm. This will be followed by reality television at 9pm with shows like Fear Factor, So You Think You Can Dance, Top Chef, America’s Next Top Model, Survivor, The Amazing Race etc. The 10 pm slot has a host of famous crime shows like 24, Elementary, NCIS, CSI and many more.

     

    Adding to the dosage, weekends will witness the latest seasons of shows with fresh content airing closer to US dates. Sherlock S4, Supernatural S11, Orphan Black S3, Hannibal S3, Elementary S4, Voice S9 & S10, Madam Secretary S2, Extant S2, CSI: Cyber and Scorpion S3 being some of the best international TV series to watch out for.

     

    Saurabh Yagnik

    Commenting on the new programming strategy and the AXN HD launch, Saurabh Yagnik, Executive Vice-President and Business Head, Sony PIX and AXN said, “Digitisation has opened an interesting opportunity for the Category. For a start issues relating to Distribution and Availability have been addressed. Further, the category has now become more amenable to appointment based viewing. The audience is seeking two kinds of content. One, shows which are iconic and familiar and two, which are served fresh from the US. With strong content partnerships, AXN offers the widest variety of iconic shows in the most diverse genres like premium reality, crime, edgy drama and signature AXN shows. It is home to some of the most iconic characters from various shows. It also offers fresh from US shows on the weekend.”

     

  • The event will be hosted at the Palladium Hotel Mumbai on 27th March at 7pm

    Stage set for Olive Crown Awards in Mumbai on March 27

    By A Correspondent

     

    The fifth edition of the Olive Crown Awards from the India Chapter of the International Advertising Association (IAA) will be hosted at the Palladium Hotel Mumbai on 27th March at 7pm.

     

    Shri Piyush Goyal Minister of State (IC) Coal, Power, New and Renewable Energy will be the Chief Guest while actor John Abraham, and Shri Rana Kapoor, MD, YES Bank Ltd. will be the Guests of Honor. Srinivasan Swamy, President – IAA said that this award had grown from strength to strength over the years. He reiterated that this was one of IAA’s ways of supporting good causes like the environment.

     

    Neeraj Roy

    Neeraj Roy, Chairman Olive Crown awards committee said that along with the guests of honor, leaders of industry will present the Olive Crown awards. There will be also entertainment segments by well-known artistes. He added that the Olive Crown Green Crusader award would be presented to a personality who was distinguished in the field of environment and the Olive Crown Corporate Social Crusader Award would be presented to a corporate which has excelled in Corporate Social Responsibility.

     

  • Themed as 'Connecting Dots…', this new brand campaign will replicate the channel's vision and editorial ethos

    iTV Network seeks to ‘Connect Dots’ via new identity

    By A Correspondent

     

    iTV Network has launched a mega brand campaign for the first time since its inception covering all its media brands namely NewsX, India News (National and its four regional channels) and its two print publications-The Sunday Guardian and Aaj Samaj. Starting March 16th, Monday iTV Network will also reveal a fresh look.

     

    Themed as ‘Connecting Dots…’, this new brand campaign will replicate the channel’s vision and editorial ethos. Every dot has a story. They are often the links to the bigger patterns of the universe and life. But these are often so tiny that we miss it literally and metaphorically. iTV Network will find the invisible and connect them with what is known and discover what is still a possibility.

     

    Speaking on the launch of this campaign, Kartikeya Sharma, Managing Director, iTV Network, said, “This is the first time we are launching a brand campaign for the entire network since its inception. This will take the network’s philosophy to the next level.”

     

    Savvy Dilip, Group CMO, iTV Network, said, “We are confident that this new look of the network complemented by this brand campaign will be highly appreciated and bring in a breath of fresh air to the brand. This campaign will be supported by a robust 360 degree marketing campaign.”

     

  • Maxus ESP has partnered with Wizcraft for 'Farah Ki Dawaat' and devised a complete and robust marketing plan

    Maxus partners Wizcraft for ‘Farah ki Daawat’

    By A Correspondent

     

    ‘Farah ki Daawat’, a television offering hosted by film-maker and choreographer Farah Khan, has brought to the fore memories about food and anecdotes of A list celebrities from different walks of life. Featuring well-known personalities like Abhishek Bachchan, Alia Bhatt, Anushka Sharma, Boman Irani, Sonu Sood, Sajid Khan, Riteish Deshmukh among others, and created and produced by Wizcraft Television, the show features celebrities using their trusted cooking companion- Mahakosh Cooking Oils, as they tantalize viewer’s palates and share stories from their kitchens.

     

    For the show, Maxus ESP has partnered with Wizcraft for ‘Farah Ki Dawaat’ and devised a complete and robust marketing plan that will create a powerful engagement for Mahakosh Cooking Oils brand as the film industry’s ultimate foodie. Farah Khan takes over the mantle of a celebrity chef to showcase nuances of her personality which have never been seen before.

     

    Talking about this association, Shailja Vohra- National Director, Maxus ESP said, “Mahakosh Cooking Oils has India’s most successful actor Madhuri Dixit as the brand ambassador. To take the brand stories ahead, we decided to partner with Farah Ki Dawat and get more Bollywood celebrities to share their secret recipes and culinary skills. The perfect cooking show platform was developed which challenges the culinary skills of Bollywood celebrities hosted by the versatile Farah Khan in her signature style. Mahakosh’s association with ‘Farah Ki Dawat’ on Colors is an example of how content can take center stage and showcases how Maxus ESP is able to get content in the center of communication planning. This unique initiative also proves that our business acumen very well lies in delivering the best for our esteemed clients.  The partnership proves how large and premium brands such as Mahakosh Cooking Oil have instilled their continued faith in Maxus which has been able to deliver robust and triumphant strategies. This campaign is an extension of that as over the next four months we have lined up a host of innovations.”

     

    With the aim to indulge the audience, a mega content rollout plan is conceptualized by Maxus ESP for Mahakosh Cooking Oils, which includes specially created TV vignettes, print ads, a well compiled recipe book, along with consumer contest and product seeding with India’s top celebrities, among other things. This show is also being aggressively promoted on social media platforms and a variety of recipes will soon be uploaded on ‘Farah Ki Daawat’ YouTube channel, and an on-air contest too is part of the blitzkrieg marketing plan. A promo video for the contest with Farah Khan has also being filmed.

     

  • Or at least they think they can, writes Charulata Ravi Kumar, CEO, Razorfish India

    Charulata Ravi Kumar: 7 Reasons why Brands can do without Digital

    By Charulata Ravi Kumar

     

    Ok, so when you ask me “Can Brands do without Digital”, tell me it’s a joke – Right?!! Such humour is only befitting of those oblivious to the wall they will soon hit. Here are some of the brands that can and are lying supinely on the beach while others are kicking sand on their face as they get ahead.

     

    1. Brands that cater strictly to the 80% unconnected Indians. Just leave it to god for your products and message to reach them. We are a country of tremendous faith.

     

    2. If your brand monopolistically believes that it’s future is secure in being the only one. After all ocassionally we all harbour some suicidical instinct.

     

    3. if your brand loyalty score amongst the 50+ is your unshakeable reason to exist. And you believe in Benjamin Button.

     

    4. You are the most successful brand in Gobichettipalayam and happy to remain. My grandmother will bless you for this.

     

    5. You want to stay off Twitter because public opinion scares you. Don’t worry your mum will still think you are the best.

     

    6. Your brand story is so fantastic that your fan club is desperate to seek you out. Never mind if they don’t know you exist.

     

    7. You are a 19th century Luddite and protest any labour replacing technology. Obviously you believe Transformers is a horror movie.

     

    But, don’t worry. The universe has a place for everyone. That is, until Darwin’s theory takes over.

     

    Just a little advice here for the digital nay-sayers : digital is no longer an option. It is also not an alternative to anything. As technology, it is the backbone that will support the brand and enterprise, and in its application it is the blood that will have to flow through its veins. Like it or not, it is fast becoming the 6th element of our universe. For those who don’t want it, the laws of evolution will phase them out. But then, whoever listened to good advice. And everyone, and every brand is entitled to its own denouement.

     

    Charulata Ravi Kumar is CEO, Razorfish India

     

  • Former Bite team to accelerate the agency’s integrated growth in India

    Text100 India launches HyperText

    By A Correspondent

     

    Text100, an integrated communications consultancy announced the launch of HyperText, its new brand in India. HyperText will be part of the Text100 India Group and will deliver client campaigns with an integrated and digital approach across multiple sectors. HyperText will be made up of Bite India’s former team and follows the finalisation of the merger between Text100 and Bite in the Asia-Pacific (APAC) region and in mainland Europe in January 2015.

     

    Text100, the flagship NextFifteen brand in India will continue to deliver integrated, audience-centric campaigns for clients across technology, telecom, travel, healthcare, energy, automotive and consumer sectors. HyperText, the consultancy’s new brand in India will help expand Text100 India’s range of offerings to create a more comprehensive, local and integrated proposition.

     

    “The successful merger between Text and Bite has increased our scale and accelerated our integrated communications capabilities regionally and in India,” said Anne Costello, Regional Director, Text100 Asia. “In India we’ve taken a different approach, due to the size and complexity of the Indian market and to best address client needs. Text100 is an incredibly successful brand in India and provides an array of integrated services across diverse sectors. Hypertext will have a smaller, more boutique agency feel and will focus on building upon its existing base of digitally led, influencer and communications campaigns.”

     

    Sunayna Malik, Managing Director, Text100 India adds: “Clients in India are increasingly preferring to work with firms that bring well-rounded capability and diverse skill sets under one-roof. HyperText offers a rich services suite encompassing strategic & corporate communications, integrated marketing solutions, content marketing, influencer engagement and analytics. This enables us to offer our clients a composite communications proposition with the focus and attention that a boutique consultancy brings to the table.”

     

    Pranav Kumar, former Managing Director, Bite India will become Managing Director for HyperText and will report into Sunayna Malik. The HyperText teams are located in New Delhi, Mumbai and Bangalore and have pan-India reach through a well-established partner network.

     

    HyperText will build on its ‘Bite heritage’ in communications, content development and in managing cross-channel influencer communities to offer a suite of integrated communications services designed to help brands stay ahead of the curve, differentiate and build formidable reputations. Based on its work with some of the world’s leading corporations and disruptors over recent years, HyperText offers services backed by compelling insight, a strategic approach to campaign management and strong content capability.

     

  • This is the second digital win of the year after Ranbaxy

    Havas Media wins the digital mandate of Caterpillar India

    By A Correspondent

     

    Havas Media Group India has won the digital media mandate of Caterpillar India post a multi-agency pitch which included leading digital agencies. This is the second digital win of the year after Ranbaxy and further strengthens Havas Media Group’s presence in Bangalore.

     

    For nearly 90 years, Caterpillar Inc. has been making sustainable progress possible and driving positive change on every continent. Caterpillar is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. Cat® machines have been in India for 60 years. Caterpillar has been a part of important projects in the infrastructure development of the nation like the Hirakud and Bhakra Dams (40’s-60’s), Government road development in the 50’s, the Indus River Basin Project (1962-1977). Over the years Cat has had a crucial impact on people’s lives in India.

     

    Commenting on the appointment, Deepak Aggarwal, Marketing & Business Strategy Manager –South Asia, Caterpillar said, “In Havas Media we saw a perfect partner. Their passion was outstanding. Their ‘Digital at Core’ philosophy was impressive and that translated seamlessly in their strategic approach and category understanding. We are keen to utilize the power of Digital Marketing for our growth, and Havas Media has demonstrated the right direction.”

     

    Anita Nayyar

    Speaking on the win, Anita Nayyar, CEO, Havas Media Group India and South Asia said, “We are delighted at the win. We believe in creating Meaningful Brands and Caterpillar is an excellent example of such a brand which shows devotion to the customer. It gives us further scale in our southern operations – specially Bangalore.Look forward to a great partnership.”

     

  • The new TVC pays tribute to Videocon’s good performance in the category for over three decades

    Videocon promotes washing machine range with new campaign

    By A Correspondent

     

    Videocon has unveiled its new TV campaign, ‘India Ke Rang’ in the segment. Reinforcing its commitment of durability and educating the masses of the functionality of a washing machine, the new TVC pays tribute to Videocon’s good performance in the category for over three decades with more than 50 million satisfied customers.

     

    Acknowledging unique relationships and depicting million emotions of a diverse country like India, the TVC features different families across the country celebrating their distinct festivals and leading their day-to-day life. In all the different situations, Videocon is seen to be a common aspect, lending its expertise in the washing machine segment to brighten up their lives and keeping them carefree. The concept is supported by the tag line, ‘Zindagi ke Har Rang Nikhareinge hum, Videocon Washing Machine’.

     

    Speaking about the new campaign, Sunil Tandon, Group CMO, Videocon says, “Videocon was the first company to launch washing machines in the country and this segment is one of our key strengths and among the best selling product categories. Our past TVCs around washing machine have been successful by not only being able to effectively communicate the essence of the product but also to educate the masses about its functionality i.e. from cleaning, to washing and then drying. Known to be a cult TVC with a memorable jingle, we wanted to recreate the same magic again.”

     

    “Our objective with this campaign was to showcase unity in diversity which we were able to create by depicting different facets of the Indian culture.  We carefully identified the locations, shortlisted different situations and portrayed various emotions, amalgamated it with Videocon washing Machine and build the campaign around it. The TVC is larger than life and will find a resonance amongst people across the country,” said Gullu Sen, Managing Partner, From Here On Communications.

     

    The campaign is also supported by a Digital campaign, #IndiaKeRang, which will run across Facebook, Twitter and YouTube, to create buzz and engage with customers. It will comprise of different elements such as contests, exclusive launches, platform for downloading the TVC as Video, Song, Caller Tunes etc.

     

  • Even as the FICCI-KPMG Indian Media & Entertainment Industry Report 2015 revealed that the total industry had grown to Rs. 102,600 crore in calendar year 2014, Gupta said that the true value of the industry is far from being unlocked

    Star India’s Sanjay Gupta shares broadcast mantras at FICCI 2015

    By A Correspondent

     

    The broadcast subscription side of Media & Entertainment Industry alone has the potential to grow ten-fold to Rs 300,000 crore a year, provided it moves from a pre-liberalization mindset of price control to free market, addressed Sanjay Gupta, COO, Star India, to an audience of M&E professionals at FICCI Frames 2015. He was speaking at ‘Vision 2020 – laying a transformative roadmap for Indian Broadcasting’ with other leaders from the M&E industry and MIB and TRAI in a thought-provoking discussion moderated by celebrated media writer Vanita Kohli Khandekar.

     

    Even as the FICCI-KPMG Indian Media & Entertainment Industry Report 2015 revealed that the total industry had grown to Rs. 102,600 crore in calendar year 2014, Gupta said that the true value of the industry is far from being unlocked.

     

    “All broadcasters are creating as much as 100,000 hours of fresh content each year, engaging 700 million consumers in this country, which is not a small number,” Gupta said, “but what are people paying for consuming all of this content? Around Rs 30,000 crores a year. See how that compares to a simple market like soaps and detergents, for which people are paying Rs. 100,000 crore a year in India!”

     

    He raised the question on how big this industry can be: “I believe it (broadcast subscription) can be Rs. 300,000 crore, instead of Rs. 30,000 crore. How do we get this to happen?”

     

    “The fundamental issue is that we have regulated this industry from a very wrong perspective.” He brought in the example of Telecom industry which has shown dramatic growth in the last 10 years – from 40 million subscribers to 900 million subscribers and from an $8Bn to a $100Bn – on the back of de-regulation and players themselves taking measures to benefit consumers.

     

    Citing glaring and illogical price disparities in media, Gupta said: “We charge Rs.10 for Star Plus, which caters to a very large consumer base; for Star World, where only a small set of consumers watch English content, the price is Rs 2.5!  It is ironic that in India the pricing for premium content is less. Another example – in Kerala, we had priced Asianet, the No.1 channel in that market, at Rs. 5.35 and the regulator asked us to take out that extra 0.35 paise! I don’t know what the right price should be, but let the market determine that.”

     

    Explaining how pricing is still genre-based and not driven by nature of content, he said: “In sports, despite the big difference in costs between World Cup cricket, which possibly everyone is watching, and UFC – which many would not have even heard of – the pricing remains the same!”

     

  • In Week #2 of Coffee & Conversations, Rahul Kishore meets Maheshwer Peri, until recently CEO of the Outlook Group and now Chairman and CEO of Careers360

    Coffee & Conversations with Rahul Kishore: Week #2: Maheshwer Peri

    By Rahul Kishore

     

    Maheshwer Peri strikes you as no-nonsense , gritty with a fun side, hard taskmaster kind of guy when you first meet him. He is. But with a smart and funny side. A guy who’s totally on the ball with all that is going on around him whether it be politics, news channels, print or his love: Education. I met him over a cup of coffee and began by asking him:

     

    Do you consider yourself lucky?

    Yes! All my breaks have come because of luck. I was  an investment banker with Hathway Investments and we decided to get into the publishing business and Outlook was born. I became a publisher by chance. Got into education by chance too. Luck has a role if you grab it. Bosses were good to me but they couldn’t have been otherwise also. I am humble, nice to work with, retreat easily if I feel it’s right to do so and not a sycophant at all.

     

    The beliefs that define his ‘Outlook’ in life?

    I am ethical he says. It’s a good business practice these days to survive. Those who say ethics for any other reason are not right. We live in an extremely transparent world where the slightest mistake can be easily highlighted. It can completely result in the collapse of the business.

     

    Punctual.I hate people waiting for me.I always am punctual.

     

    I am not surrounded by ‘yes’ men. If we go for a presentation as a team, it’s difficult to tell who is the leader of the team. Gradually that happens, but I allow any and all to lead if we feel that is the right way forward. People are encouraged to say what is right.

     

    How does he destress?

    With his kids, he says.The younger one especially. Walks often to Sanjay Van from Vasant kunj where he lives. He has chosen a middle class locality deliberately to reside in as he wants his kids to grow up imbibing these very values. He often gets off his car and walks home if the mood takes him. Every two years, he takes off to a healing farm to detox and clear his mind. Also makes his business plans here. Holidays once a year mostly in game parks in India.

     

    If a movie were to be made about his life, who would he want to play him?

    Ayushman Khurana is his answer. Why, I ask. Because he’s normal. He’s human, has no halo. Has a child in him, like I do. Also can act stupid at times. He can also show the fighter and grit in me. His answer floored me…

     

    Dream job?

    Lawyer, he says. You will find him practising law and helping the poor once he retires. Getting a law degree is very much on his mind, he says. Also wants to educate people and harness the fire in their belly. This fire, he says, is wasted in stone-pelting, rebellion and aggression. This needs to be harnessed. The politicians have failed us. We should channelise this into some constructive activity. That would be something I would like to achieve

     

    If Bill Gates walked in with a hundred million, what’s the one big idea that Mahesh would offer to change the world with the money?

    The words demographic dividend excite him. People think building roads is investment, education is social welfare. Actually we need to invest in people. Educate them. Invest in people instead of plants and machinery.

     

    Work pattern that works for him?

    I work six days a week. My phone is always on and I reply almost in under 30 minutes each time, if busy. Sunday is an off day. I have a small team and I work with them closely, he says.

     

    One word that describes him

    Outspoken. Being a typical Arian, this bluntness comes out. He is a no-nonsense guy. No time to waste on unnecessary social graces.

     

    A CEO he admires?

    Azim Premji… a near-instant instant response.

     

    Loves the social side, the philantrophy, his simplicity and his sense of ethics.It is okay to be like him and still make those billions.

     

    What animal do you like?

    Elephant. Elephants are humble, keep to themselves and are not bothered by anyone.