MxMIndia

Category: MEDIA

  • The Senior VP at Google speaks on the controversy around banning objectionable content in an exclusive interview to NDTV

    We Cannot Censor the Web, says Google’s Nikesh Arora

    By A Correspondent

     

    Technology giant Google has finally spoken out on the controversy around banning objectionable content that has led to a legal battle inIndia. In an exclusive interview to NDTV’S Shweta Rajpal Kohli from the World Economic Forum in Davos, Google’s Chief Business Officer Nikesh Arora said: “We cannot censor the web or the ability of people to express themselves”.

     

    He asked if the Indian government understands the enormity of what’s being asked? He said things are being done too hastily for Google’s liking, and any form of censorship will taint the growth of India’s Internet industry.

     

    Mr Arora felt that censoring and pre-clearing everything will taint growth of Internet industry inIndiavis-a-vis rest of the world. He said that Google would welcome more dialogue before people rush to try and take action on what’s not a fully formed idea. “We would like to have a real conversation around these issues. They are not asking to censor the web inIndia; they’re asking us to censor the world wide web,” said Mr Arora. He said that Google is not comfortable being final arbiters of what’s objectionable.

     

    “I used to proud when I used to come toIndiabecause we have a fundamental belief around democracy. Do you want to be part of a country where things don’t move fast, there are no innovations because everything is pre-checked?,” said Mr Arora.

     

    Stating that 60 hours of video are uploaded every minute and such kind of content  impossible to pre-censor. “You cannot say I built the street corner and will be responsible for everyone who stands on the corner and has a conversation, that’s ridiculous,” was Mr Arora’s last word.

     

  • The parade has been conceptualized as an acoustic reminder for the audiences of the extravagant floats and pageantry which are displayed each year inDelhi

    92.7 BIG FM presents BIG Music Parade this Republic Day

    By A Correspondent

     

    92.7 BIG FM,India’s No. 1 FM Network and the radio broadcaster of the year at the Golden Mikes, plans to celebrate this Republic Day by bringing alive the true patriotic spirit of our nation with the BIG music parade.

     

    The musical parade will see different states being brought together, with hand-picked songs, cutting across language barriers, making music the true unifier. The BIG Music Parade has been conceptualized as an acoustic reminder for the audiences of the extravagant floats and pageantry which are displayed each year in Delhi.

     

    The BIG music parade will take the best of each state’s music to 45 markets across the length and breadth of the country. On January 26, every hour from 7 am to 9 pm, 92.7 BIG FM will play one smash hit from the different states across its network. Each song will be introduced by a well known personality from the region explaining what makes the song special. This special programming will seek listeners’ votes and will be promoted heavily to ensureIndia gets what truly meets their expectations.

     

    Popular singers like Shaan, Sonu Nigam and Shankar Mahadevan who have sung in multiple languages will also come on air and share their views on why they like a particular song and how it helped them to connect with listeners in that region.

     

    Leading up to the Republic Day, listeners can suggest songs they believe are true representations of their state through an SMS or by posting on the 92.7 BIG FM Facebook page.

     

    On Republic Day, each state’s jhanki (song selection) will be posted on the station’s Facebook page. Listeners can then share their opinion on the song selection and why they think their state’s jhanki deserves to be the best jhanki of this year.

     

    Reliance Broadcast Network Limited is a multi-media entertainment conglomerate with play across radio, television, intellectual properties and out of home. 92.7 BIG FM, BIG CBS, BIG CBS Prime, BIG CBS Love, BIG CBS Spark are some of the brands under their umbrella.

     

  • Komli Labs will be primarily focused on driving innovation in digital advertising through applied research and big data analytics

    Komli Media launches Komli Labs to research digital advtg (and hence offer innovations)

    By A Correspondent

     

    Komli Media, Asia Pacific’s leading media technology company, has announced the launch of Komli Labs, a centre for research in advertising sciences. Srinivasan H Sengamedu (SHS) has been appointed as the Vice President and Head of Komli Analytics and Labs. SHS, former Director of Research at Yahoo Labs, is a world class researcher in the field of machine learning and data mining.

     

    Komli Labs will be primarily focused on driving innovation in digital advertising through applied research and big data analytics, in the areas of real time bidding, audience measurement and targeting, ad verification and traffic quality management. This, in turn, will help create innovative solutions to deliver more relevant ads to users, maximizing value for all: users, advertisers and publishers.

     

    The Labs team will be deeply integrated with various teams at Komli, and complement product, engineering and business functions.

     

    “Komli Media is committed to bringing scientific and technological innovation to the digital advertising ecosystem for the benefit of our customers”, said Prashant Mehta, CEO Komli Media.

     

    “With SHS’s leadership, I am confident Komli Labs will help create huge differentiation for us,” he added.

     

    “There are three aspects to what we do: developing best-in-class technology to power Komli products, creating long-standing IP, and authoring high-impact research papers. The Labs team is armed with deep technical knowledge and data expertise.  At the same time we are passionate about solving practical problems and fearless about being hands-on,’ said SHS, on his role.

     

    “SHS is a top notch applied researcher who is driven by creation of economic value and real business impact. Under his leadership at Komli Labs, we are confident that Komli Media will fortify its position as an innovative media technology company,” said Satish Kadu, VP and Business Head – ATOM, Komli Media.

     

    SHS has a PhD in Computer Science from the Indian Institute of Science and has several years of experience in research, technology leadership and entrepreneurship with over 100 research papers published, 30+ patents filed and 3 patents granted.

     

    Komli Media is APAC’s leading media technology platform, one of the few companies in the world offering 360 degree digital media solution across real-time display, mobile, video, social and search.

     

  • The ranking of the top 10 favourite Bollywood films of 2011 was derived basis the 'Word of Mouth' (WOM) score of the film, using data collected through consumer research throughout the year

    Singham voted as the Best Film of 2011: Ormax Media

    By A Correspondent

     

    According to Ormax Media’s consumer based year-end report – Front Page 2011, Singham is the most favourite film of Bollywood audiences in 2011. Zindagi Na Milegi Dobara and Rockstar complete the top three favourites.

     

    The ranking of the top 10 favourite Bollywood films of 2011 was derived basis the ‘Word of Mouth’ (WOM) score of the film, using data collected through consumer research throughout the year.

     

    The WOM score represents the percentage of audiences who liked the film enough to recommend it strongly to their friends.

     

    While box office business is heavily influenced by the opening weekend of a film, the WOM score reflects the audience feedback on the content alone, irrespective of the marketing or the distribution of the film. The table below lists the Top 10 favourite films of 2011, as decided on the basis of WOM score.

     

     

    Rohit Shetty’s Singham, starring Ajay Devgn in the title role, had a significant lead over the more multiplex-skewed Zindagi Na Milegi Dobara and Rockstar. The next three positions were also occupied by the big grossers of the year, with Salman Khan’s Ready and Bodyguard just a notch ahead of Don 2.

     

    The latter half of the chart consists of more experimental films that lacked a big star. In particular, No One Killed Jessica performed creditably at no. 7. It is the only film in the list that had an opening weekend of less than Rs15 crore, yet found appreciation on the strength of its content.

     

    Commenting on the results, Shailesh Kapoor, CEO – Ormax Media said: “There are various award shows that give away Best Film awards. However, this ranking is based on structured consumer data from more than 32,000 cine-goers acrossIndia. There can’t be a bigger award than this!”

     

    Ormax Media isIndia’s first and only research and consulting firm specializing in the Media & Entertainment industry. It works withIndia’s leading broadcasters, film producers, radio networks, print publications, media agencies, DTH service providers, in the areas of qualitative research, quantitative research and consulting.

     

    Ormax Media is also the owner of 19 proprietary research products that are being used widely across the media industry.

     

  • Mr. Sanjay Mehta and Mr Hareesh Tibrewala, co-founders of Social Wavelength, were awarded 'Social Media Entrepreneurs Of The Year 2012'

    Social Wavelength wins 2 Biggies at WAT Awards, 2012

    By A Correspondent

     

    SocialWavelength,India’s leading social media agency, has been awarded the ‘Social Media Agency of The Year 2012’ for the outstanding all-round work done in the Social Media space at the recently concluded WAT Awards 2012.

     

    To make the evening more special, Mr. Sanjay Mehta and Mr Hareesh Tibrewala, serial Internet entrepreneurs and co-founders of Social Wavelength, were also awarded ‘Social Media Entrepreneurs Of The Year 2012’.

     

    WAT Awards is an initiative of WAT Blog to recognize and felicitate agencies and professionals who have done ground breaking work in the Indian digital media space.

     

    “The ‘Social Media Entrepreneur Of The Year’ award is a recognition by our peers, for the passion and hard work we have put in to build the organization thus far. It also serves as an inspiration to scale greater heights”, said Hareesh Tibrewala, Joint CEO, on receiving the ‘Social Media Entrepreneurs Of The Year’ award.

     

    “The double success of being ‘Social Media Agency Of The Year’ and also the ‘Social Media Entrepreneurs Of The Year’ makes for a fabulous start to 2012. Coming as it does after the Red Herring Asia 100 win, it puts us in the perfect mind frame and motivation to make 2012 a big year for us,” added Sanjay Mehta, Joint CEO.

     

    Mihir Karkare, AVP, said: “Being recognized as the ‘Social Media Agency of the Year’ is a proud moment for our entire team. It makes all the sleepless nights and the hard deadlines worth their while.”

     

    Social Wavelength is a social media agency, headquartered at Mumbai. It’s suite of services include social media monitoring, online-reputation management, online PR, social media management and building online communities. Social Wavelength has a client portfolio of more than 50 Indian and international brands.

     

  • OAP targeted 23 types of media that comprised of 440 media units covering an outdoor space of approx 1,52,000 sq ft across 22 markets

    Outdoor Advertising Professionals’ innovative outdoor arena for SA Tourism

    By A Correspondent

     

    The landscapes and abundant wildlife of South Africa is the canvas for Outdoor Advertising Professionals, who are using innovative outdoor ideas to promote South Africa Tourism.

     

    South Africahas truly been a ground-breaking destination for adventure, sport, nature and wildlife travel and is a pioneer and global leader in responsible tourism.

     

    A creative and out-of the-box idea by Outdoor Advertising Professionals was of putting up a tri-vision billboard for this campaign, the first of its kind in Mumbai. The mandate to Outdoor Advertising Professionals was to offer high impact and high quality exposure thereby ensuring top-of-the-mind recall, which in turn required them to look for all formats of media that could be a clutter-breaker.

     

    OAP targeted 23 types of media that comprised of 440 media units covering an outdoor space of approx 1,52,000 sq ft across 22 markets. The various media chosen are billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signages, pole kiosks, subway panels, skywalks, standalones, malls, airport displays and so on.

     

    Commenting about this OOH campaign James Varghese, Vice president OAP said: “Being a leader in technology, OAP implemented various tools and technology to ensure that an optimum campaign was planned. Every single detail of the campaign was backed by a technical explanation. We implemented iLAP – a research tool to zero-in on those locations where the target audience is more densely skewed. Each site was chosen based on its Panel Value. OAP has also been able to customize the outdoor plan with the help of Gallop Math Model which helped us foresee the reach and frequency that a particular plan can generate. Based on the results, we re-worked the plan so as to attain desirable reach and frequency of 52 per cent and 4 respectively.”

     

    OAP’s commitment and understanding of the brand propositions in the previous campaign for South Africa Tourism in the 2011 helped in retaining the client for second year in a row for latest 2012 campaign.

     

    OAP is the AOR (Agency on Record) for outdoor media planning and buying for many leading corporate advertisers inIndia. They are one of the top 5 companies in the industry. As a premiere outdoor specialist company they are at the forefront of bringing in new and scientific approach towards media planning.

     

  • The Film & Television Producers Guild of India & Wizcraft International Entertainment announce Award Nominees for the Best Film Talents

    The biggest films of 2011 vie for Chevrolet Apsara Awards 2012

    By A  Correspondent

     

    The biggest film and television award function in Bollywood, Chevrolet Apsara Awards 2012, by the Film & Television Producers Guild of India and Wizcraft International Entertainment, will take place on January 25 at the Yash Raj Studios in Mumbai. The nominees for the best talents in Hindi film & television for 2012 were announced on Thursday.

     

    Nominees and winners are meticulously chosen by the members of the Film & Television Producers Guild of India, making it the official Award for the Film and Television industry.

     

    This year the Guild will also flag-off the’100 years of Indian Cinema’ celebrations, showcasing a special tribute dedicated to the legends of Indian cinema and their glorious years in Bollywood with a medley of hit songs from the yesteryears.

     

    Indian cinema had an exciting year in 2011 and saw a wide range of multi-genre films like No One Killed Jessica, Rockstar, Singham, The Dirty Picture and Zindagi Na Milegi Dobara, all of which are up for the Best Film Apsara.

     

    Counting the total tally, Rockstar has received the maximum number of nominations closely followed by Zindagi Na Milegi Dobara.

     

    Priyanka Chopra (7 Khoon Maaf), Katrina Kaif (Mere Brother Ki Dulhan), Rani Mukerji (No One Killed Jessica), Mahie Gill (Saheb Biwi Aur Gangster), Kangna Ranaut (Tanu Weds Manu), Vidya Balan (The Dirty Picture) will be competing for Best Actress in a Leading Role.

     

    Salman Khan (Bodyguard), Shah Rukh Khan (Don 2), Emraan Hashmi (Murder 2), Ranbir Kapoor (Rockstar), Ajay Devgn (Singham) have been nominated for Best Actor in a Leading Role.

     

    Shreya Ghoshal has been nominated for her sensational tracks Teri Meri (Bodyguard) and Saibo (Shor in the City) while Sunidhi Chauhan has been nominated for her foot tapping hits Te Amo (Dum Maaro Dum) and Aa Zara (Murder 2) for Best Singer – Female.

     

    Mohit Chauhan for Saada Haq and Naadaan Parindey (Rockstar), Akon & Vishal Ravjiani for Chammak Challo (Ra. One), Rahat Fateh Ali Khan for Teri Meri (Bodyguard) and Mohammed Irfaan for Phir Mohabbat (Murder 2) will be competing for the Best Singer – Male category.

     

    In the Technical Category, films like Ra,One, No One Killed Jessica, 7 Khoon Maaf and Tanu Weds Manu have received the highest number of nominations.

     

    The popular TV show ‘Bade Achhe Lagte Hai’ has garnered the highest number of nominations for the Apsara Awards 2012 including Best Drama Series, Best Director – Fiction, Best Actress & Actor in Drama Series, Best Writer & Best Ensemble Cast in the Television Category.

     

    Other nominations are Comedy Circus Ka Naya Daur, Guinness World Records – Ab India Todega, Jhalak Dikhla Ja – Season 4, Just Dance and Kaun Banega Crorepati for Best Non-fiction Series.

     

    Ramesh Sippy, President – Film & Television Producers Guild of India said: “There are so many films in contention for the awards this year; it is fascinating in terms of the diverse kind of movies that were made. The growth has been remarkable. We have witnessed some awe inspiring work; the jury is sure going to have a tough time. Indian television has also seen a plethora of soaps and reality series doing very well which we are excited about.”

     

    Wiz Sabbas Joseph, Director, Wizcraft International Entertainment Ltd said: “We are honoured and we take great pride in partnering with the Guild to present The Chevrolet Apsara Film & Television Producers Guild Awards. Like always the Awards will be packed with glamour, great performances, suspense and excitement…it’s going to be a riot.”

     

    Established by the Film and Television Producers Guild of India, the Chevrolet Apsara Film & Television Producers Guild Awards were initiated to honour exceptional talent and breed new potential within the film and television fraternity. Having garnered great popularity and success since the first awards in 2004, the Chevrolet Apsara Film & Television Producers Guild Awards, powered by Micromax, have acknowledged talent, perseverance, innovation and pure artistry.

     

    In the last five years they have gained enormous momentum, receiving a large response from the Film & Television circles, reflected in the growing volume of entries received, year after year.

     

  • With the core thought of amplifying 'Always Hoyenga' on ground and build a high recall, Greenply has come up with a 10×10 Graffiti wall

    Greenply aims to make entry to Limca Book of Records

    By A Correspondent

     

    Greenply, the interior infrastructure company, has come up with an innovative marketing – “Greenply Always Hoyenga- largest graffiti wall in India”. The new marketing is in sync with its new campaign, Always Hoyenga, Greenply has come up with a consumer activation program to create a graffiti wall in Delhi, Mumbai, Hyderabad and Bangalore and invite everybody to come and express their wishes for the future by either painting or writing on the wall.

     

    With the core thought of amplifying ‘Always Hoyenga’ on ground and build a high recall, Greenply has come up with a 10×10 Graffiti wall. This graffiti wall from each city will add on to creating the mega Graffiti wall measuring 27,000 sq ft in Kolkata creating the largest graffiti inIndiaand will bid to enter the Limca Book of Records.

     

    The Always Hoyenga campaign by Greenply is aimed at making durability more relevant and fresh for the audiences.

     

    The graffiti will be created on January 21 in Delhi at Ambience Mall, Vasant Kunj and in Mumbai at Phoenix Mills, Lower Parel, respectively; on January 22 in Bangalore at Garuda Mall, Ashok Nagar and in Hyderabadat City Centre, Banjara Hill respectively. The event will be from 11 am to 8 pm.

     

  • The 360 degree campaign gives movie buffs an opportunity to be a superstar and be featured on the channel

    Sony Pix launches new campaign

    By A Correspondent

     

    Sony Pix is all set to launch a brand new campaign for 2012 called ‘Big Break’ which gives movie buffs an opportunity to be a superstar and be featured on the channel. It is a 360 degree campaign which will have on air as well as off air promotions – radio, outdoor, print, online and on ground activities.

     

    The promotional on air and print campaign for ‘Big Break’ will run over a couple of months. The on ground activities will take place in key metros, as well as multiple promotions in colleges. Details of Big Break will also be shared on radio to encourage participation.

     

    In order to enhance convenience for the applicants, PIX has created a micro site to aid the masses to send in their entries and acquire further details about the campaign. An exclusive ‘Big Break’ application has also been created on for social networking sites like Facebook.

     

    To be a part of this campaign, all one has to do is send in a one minute video clip of themselves enacting aHollywoodscene of their choice. These entries will be reviewed by a special team appointed by PIX and ten lucky applicants will be flown down to Mumbai.

     

    PIX also offers the audiences innovative initiatives like the PIX Movie Club, Hollywood Top 10 and Chicks on Flicks to keep them updated on all thingsHollywood. These efforts have given PIX a distinctive identity offering entertainment beyond justHollywoodfilms.

     

  • Dharma Productions partners with mydala.com initiate unique multimedia marketing campaign across 11 cities.

    mydala.com brings battle of Agneepath to real life

    By A Correspondent

     

    India’s largest group buying/social commerce portal, mydala.com, has announced that it has partnered with Dharma Productions as the social commerce promotion partner for 2012’s most awaited movie, Agneepath.

     

    mydala.com will engage its fans, customers and merchants in ‘gang wars’ leading to Agneepath through an aggressive multimedia campaign. The real-life battle to win movie tickets, merchandise, and other prizes every day, and a chance to attend a special preview screening of the movie, has already started even before the reel-life battle begins later this month.

     

    Releasing worldwide on January 26, the movie revolves around Vijay Dinanath Chauhan (Hrithik Roshan) and his revenge against Kancha (Sanjay Dutt).Priyanka Chopra plays the female lead of Vijay’s aide and best friend Kaali, while Rishi Kapoor plays city gang lord Rauf Lala. Directed by Karan Malhotra, and produced by Hiroo Yash Johar and Karan Johar, the film also features Om Puri, and Katrina Kaif makes a special appearance.

     

    According to Mr. Apoorva Mehta, CEO, Dharma Productions: “In a networked world, traditional marketing alone is not enough to ensure success of a movie. We have partnered with mydala.com because of domain expertise and experience in creating unique and successful social commerce campaigns for Bollywood movie launches.”

     

    As many as 2,000 merchants across 11 Indian cities have already professed their allegiance to either Vijay’s or Kancha’s gang by sporting their gang posters for the movie at their merchant outlets, and are now enrolling thousands of customers to join their gang to emerge as winners through pamphlets bearing promo codes.

     

    Every customer who shops for Rs500 or more at any of these merchant locations is eligible to receive a leaflet with a unique promo code. Customers purchasing deals worth Rs500 or more onwww.mydala.com during this contest period will also receive a promo code. The campaign will runs till January 31.

     

    As part of its comprehensive multimedia campaign, mydala.com is promoting the movie across its entire network and beyond, including its website, Facebook, Twitter, and other partner sites. mydala.com has also roped in the movie’s leading stars Kancha (Sanjay Dutt) and Kaali (Priyanka Chopra) to lend their voices for an aggressive campaign across leading radio channels in several cities all over India.

     

    Elaborating on the tie-up with Dharma Productions for promoting Agneepath through social commerce marketing, mydala.com’s founder and CEO, Anisha Singh said: “Having successfully run social commerce and multimedia promotions for recent big titles such as Don2 and Ladies Vs Ricky Bahl has given us great exposure to film marketing. Agneepath is special and we’ve created a social commerce marketing plan equally special to match its calibre. To further add flavour to the war between Vijay Dinanath Chauhan and Kancha, we have also created a special Facebook app, Walk the Agneepath, where people can participate in a contest by watching a movie clip and correctly answering the questions.”

     

    mydala.com has also created a live scorecard on its Agneepath page on the mydala website where you can find how your gang is faring. Scoring is based on every promo code entered into the system. The gang that gets the most points at the end of the promo period will not only get to win Agneepath merchandise, movie tickets, mydala vouchers and other prizes, but also a chance to meet the star cast of Agneepath.

     

     

  • Celebrations to begin amidst much fanfare at 7th Chevrolet Apsara Awards on January 25, Yash Raj Studios; Medley line-up of top acts by Bollywood’s biggest stars – tribute to the golden era!

    FTII Producers’ Guild fanfare over Indian cinema’s centenary

    By A Correspondent

     

    The Film and Television Producers Guild of India, in association with Wizcraft International entertainment and Colors television, is all set to flag off the ‘100 years of Indian Cinema’ celebrations at the 7th Apsara Awards scheduled to take place on January 25 at Yash Raj Studios.

     

    The sizzling event promises to get stronger on its entertainment and celebrity quotient this year reiterating what Apsara Awards stand for.  As a special segment of the celebrations, the awards night will showcase a special tribute dedicated to the legends of Indian cinema and their glorious years in Bollywood. A medley will showcase hit songs from the yesteryears and the stars that emulated the iconic onscreen characters.

     

    The Apsara Awards is a joint initiative by the Film & Television Producers Guild and Wizcraft International entertainment and was instituted to honour exceptional talent and breed new potential within the film and television industry.

     

    every year, the fraternity comes together to felicitate some of the most accomplished members of the film & television industry, and it is a continued effort to merit and recognize achievers for work done in the previous year – creative as well as technical categories.

     

    Speaking on the announcement, Ramesh Sippy, President, The Film and Television Producers Guild said: “The Apsara Film & Television Producers Guild Awards is an effort to mark the success of the growing Indian entertainment Industry. We are very excited to honour and felicitate that group of incredible people who have continued to make a significant contribution to this industry. This year too, we hope to inspire and empower achievers from the fraternity, especially with the entertainment industry all set to welcome the 100 years of Indian cinema.”

     

    “It is my honour to participate in the 7th edition of the Apsara Awards. I also look forward to welcoming the fraternity to Yash Raj studios to witness history being created as the winners are unveiled. There is no other award that matches Apsara’s stature as it is by The Film & Television Producers Guild. Along with my colleagues, we promise to make this year bigger and insurmountable,” added legendary film-maker Yash Chopra.

     

    Also sharing his thoughts on the celebration, Mukesh Bhatt, Sr Vice-President of the Guild said, “I am extremely delighted to be part of the celebrations marking 100 years of Indian Cinema. The celebrations have only just begun and we look forward to another great year of movies and entertainment.”

     

    Conceptualized, produced, marketed and promoted by Wizcraft International entertainment, the Awards will bring together the creme de la creme of Indian film & television industry on one spectacular star-studded stage! The Guild is over half a decade old and consists of more than 160 members, who constitute some of the most accomplished and influential luminaries. The nominees and awards are chosen by the Guild’s members, making it the official award for the film & television industry.

     

    “Wizcraft has always been the crusader for the entertainment industry inIndiaand the Guild is the most-respected body of the entertainment trade inIndia. We have always valued our partnership and we will endeavour to continue and support the Film & Cinema industry for years to come.” said Wiz. Sabbas Joseph, Director, Wizcraft International entertainment Pvt. Ltd.

     

  • Clear Channel Mudra launches an innovative outdoor campaign for Tata Housing Development Company with the theme of Uttarayan

    Clear Channel Mudra & Tata Housing celebrate Uttarayan

    By A Correspondent

     

    Tata Housing Development Company Limited, recently announced their foray into the Ahmedabad real estate market with a mega township in partnership with Arvind Mills. As is the norm inGujarat, with respect to new developments and acquisitions, the timing of the launch was in sync with Uttarayan, which is a major highlight in the cultural calendar of Ahmedabad.

     

    The objective for Clear Channel Mudra was to launch an innovative outdoor campaign to announce the brand’s entry into the Ahmedabad market, and create opportunities for the Uttarayan spirit to be brought out in the creative renditions.

    Fittingly, the creative message was kept simple and succinct – Now Uttarayan will be Grander!!

     

    An innovative outdoor campaign with the theme of Uttarayan, was carried out at key locations acrossAhmadabad. The campaign was executed using hoardings that were creatively fabricated in key locations to give 3D effect. Cut outs of Kites and a Kid Flying the kite were installed on Hoardings to give a 3D effect. A life-size kite string holder was fabricated and installed on a mobile van to make a connect with the festival and join in the celebration.

     

    The launch concept was meant to highlight the excitement of millions of kite enthusiasts’ who pitch themselves on their rooftops, sending up waves of flying kites which overwhelm an otherwise deep blue sky. Through this campaign, Tata Housing joined in the celebrations, adding to the excitement and build-up to the festival.

     

    Rajeeb Kumar Dash, Marketing Head, Tata Housing, said: “The timing of the unveiling of the campaign has been the most important factor, given the Amdavadi’s love for kites. The colourful layout of the hoarding captures its vibrancy and energy, symbolizing the spirit of people during this festive season. Clear Channel Mudra did a good job in coming up with these innovative ideas and executing the same to provide us the desired results.”

     

    Arun Rogha, Group Account Director – Clear Channel Mudra, said: “Tata Housing as a brand has many diverse offerings for various customer segments. Therefore, we consider each project as individual challenge, and the planning and strategy required is tackled on a case to case basis. The challenge was to use the OOH space to maximize the scope of pure branding which stands out from the clutter in the market and hence cut-outs of kites were installed on hoardings to gain high impact and generate buzz for the upcoming launch of theMegaTownshipand celebration of Uttarayan.”