MxMIndia

Category: NEWS

  • I&B secretary Uday Kumar Varma has reiterated that March 31 will be the Sunset Date for digitization in 38 cities across 15 states

    March 31, 2013. MIB kicks off Phase II countdown

    By A Correspondent

     

    A high level meeting headed by Information and Broadcasting secretary Uday Kumar Varma reviewed the preparedness for Phase II cities on Tuesday, where the digitization deadline in 38 cities in 15 States expires on March 31, 2013.

     

    As may be remembered, the ministry had issued a notification dated November 11, 2011 notifying phasewise digitization of Analogue Cable Television Networks in India. While the digitization of the analogue networks in the metro cities of Delhi, Mumbai and Kolkata is on the way of completion, an MIB communiqué  notes that as on November 5, 22.4 lakh Set Top Boxes (STBs) have been installed in Mumbai, 25.15 lakh in Delhi, whereas in Kolkata 17.74 lakh STBs have been installed. The deadline decision will be taken by the Madras High Court on Friday, November 8. As many as 29 lakh subscribers have DTH connections in the four metro cities.

     

    The ministry’s teams have been making extensive field visits to the headends in Mumbai and Delhi to check for violations. Teams have also visited several homes to interact with people and to take a direct feedback about the running of analogue signals.

     

    The ministry has asked the MSOs to make a thorough assessment of the number of STBs, taking into consideration credible data from the ground level. MSOs have also been asked to provide information about the estimated number of STBs and their plans for procurement of STBs to ensure that the deadline of March 31, 2013 is met in these Phase II cities. The ministry has also started working on a communication campaign to target the specific needs of 38 cities of Phase II. It was emphasized that a meticulous planning of the Phase II cities is essential incorporating learnings from Phase I cities. The ministry has planned a one-day workshop in this month (November) to prepare an integrated plan of action for a smooth and flawless transition in Phase II cities. The ministry, the communiqué notes, had earlier written to the Chief Secretaries of the Phase II States to nominate a Nodal Officer from each State as well as from each targeted city so that a close liaison and coordination could be made with the Nodal Officers to sort out local issues. It has also been planned to put in place additional man power through BECIL to make extensive field visits in the targeted cities of Phase II. It was reiterated in the High Level meeting that the digitization deadline of March 31, 2013 would remain intact and that the preparation of Phase II should be done in right earnest to meet the notified deadline.

     

  • Mall-owners in Mumbai and Delhi relocate existing brands in key locations to welcome Starbucks in the hope of attracting higher footfalls

    Mumbai, Delhi malls relocate brands to welcome Starbucks

    By Ravi Teja Sharma & Rasul Bailay

     

    A joke doing the rounds on Twitter these days is that the wait outside Mumbai’s first Starbucks coffee outlet at Horniman Circle is so long that a smart alec has started selling tea to those standing in the queue.

     

    This kind of consumer frenzy is music to the ear of mall owners in India’s big cities. Sensing a huge opportunity, many of them are offering the American coffee chain preferred locations within their malls, sometimes even at the cost of relocating a brand that is already present at the location.

     

    It’s not as if the mall owners are expecting premium charges. They just want Starbucks as an anchor tenant as such iconic brands can bring home the much desired footfalls; and also inspire other quality labels to set up shop in their malls.

     

    Starbucks had said that it plans to open 50 stores by the end of the year in Delhi and Mumbai. That plan may or may not materialise, but the coffee retailer surely is on the fast track to sign up new spaces.

     

    “For some international iconic brands, mall developers will be willing to bend backwards as they can improve the tenant mix,” says Jaideep Wahi, director, retail agency at Cushman & Wakefield India, a property advisory firm that helps companies such as Starbucks find store space.

     

    The Ambience group has signed up Starbucks for two of its malls in Gurgaon and Vasant Kunj in the capital. At the Gurgaon mall, a brand that was on the ground floor is being relocated to another part of the mall to accommodate the coffee house.

     

    “I am relocating a brand for Starbucks as we wanted to give them an indoor-outdoor combination,” says Deepti Goel, head of leasing at Ambience. Starbucks is negotiating for space at another mall in south Delhi.

     

    Arjun Sharma, the director of Select Citywalk mall in Saket says he would love to move brands around for the iconic brand. “It’s a relevant brand. It’s a great brand. We always seek marquee brands to improve our tenant mix,” he said.

     

    Another developer in Mumbai, requesting anonymity, said he was even willing to compensate an existing store operator if he vacates his current location.

     

    A Tata Starbucks spokesperson declined to comment on queries. The enthusiasm to put up Starbucks has caused heartburn among a few brands that have been asked to relocate.

     

    “We were asked to move to a less-attractive location within the mall, even though the mall owner agreed to give us favourable terms. But it still can’t make up for losing a premium location,” says a manager with an apparel brand, who did not wish to be identified for risk of antagonising the mall owner.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

     

     

  • Sony Six is the exclusive NBA broadcast partner in India and plans to engage more fans through live games, original programming and events

    NBA, MSM ink deal for Sony Six

    By A Correspondent

     

    The National Basketball Association (NBA) and Multi Screen Media (MSM) today announced a new multiyear television partnership that makes Sony Six the NBA’s exclusive broadcast partner in India.

     

    The comprehensive partnership will include live NBA games, original programming, and a joint commitment to host grassroots basketball events on the ground. The two companies will create customized local programming and will focus on engaging Indian youth by bringing together talent from the NBA, Sony Entertainment and Bollywood.

     

    Man Jit singh

    “We are thrilled to associate with the NBA as its exclusive broadcast partner in India,” said Man Jit Singh, CEO, Multi Screen Media. “The NBA is the largest professional basketball league in the world and we at SONY SIX plan to tap into the youth segment that already has a passion and love for the game and grow new fans. Our channels’ focus on India’s youth fits very well with the audience that wants to watch basketball.”

     

    “Sony Six has a great track record of engaging Indian youth through sports and entertainment which makes them an ideal partner to bring high-quality NBA broadcasts to our fans,” said Matt Brabants, Senior Vice President, International Media Distribution. “Through live games, increased local programming and comprehensive league recaps we will deliver more ways for fans in India to experience the NBA than ever before.”

     

    Sony Six will air live NBA games each week on Thursday, Friday and Sunday with replays in prime-time. The Sunday game will be the “Game of the Week” featuring the NBA game airing at noon or 1:00 pm ET in the U.S. In total, fans in India will have access to 72 NBA regular season games, up to 18 NBA Playoff games, the Eastern and Western Conference Finals, the NBA Finals and NBA All-Star events including the All-Star Game, All-Star Saturday Night, and the Rising Stars competition.

     

    The NBA and MSM first announced a partnership during the 2010-11 NBA season. This announcement represents a substantial expansion of the NBA’s previous partnership with MSM.

     

  • Shah Rukh Khan and Katrina Kaif star in an ad for two new sensuous variants of Lux soap – Peach and Cream & Strawberry and Cream – in their first ever endorsement together

    SRK, Katrina team up for Lux ad

    By A Correspondent

     

    Bollywood stars Shah Rukh Khan and Katrina Kaif star together for the first time come together in an ad campaign for best-selling beauty soap bar, Lux. They will endorse two new sensuous variants, Lux Peach and Cream & Lux Strawberry and Cream.

     

    In 2005, Shah Rukh Khan came onto the brand to feature in a memorable TVC with Hema Malini, Sridevi, Juhi Chawla and Kareena Kapoor. This time, the product he endorses has a fragrance created by world renowned perfumer Didier Gaffet. Inspired by the perfume Kenzo Flower and keeping in mind the sensory preferences of Indian women; this Master Perfumer has created a fragrance that’ll make Indian woman feel elegant and polished. In Shah Rukh Khan’s own words, “The fragrance of Lux reminds me of being happy and being in love.”

     

    Shah Rukh Khan and Katrnina Kaif’s sizzling chemistry can be seen radiating through the campaign, which has been shot and directed by French director Juan Delcan. The Sufi-inspired music score is by Gulzar and sung by Sonu Niigaam. Katrina has been styled by leading Bollywood fashion designer Rocky S.

     

    At the shoot, Shah Rukh Khan also said, “I’m happy to be associated with Lux yet again! The fragrance of Lux will captivate you just as it has made me ‘Bekaboo’. The fragrance of Lux that stands for love and sensuality brings out the lover in me.”

     

    Katrina Kaif added, “Lux for me is a very special and iconic brand; it symbolizes beauty. When I think of Lux, I think of fun and spontaneity. Lux embodies a type of a woman rather than just soap and of course the fragrance that embodies sensuality. Lux’s amazing fragrance makes the whole experience of bathing fun!”

     

  • In his presentation at the Digital Media Festival, Mindshare's Asia Pacific Digital Lead, Nick Seckold shared his ideas on how marketers can use mobile to complement their marketing campaigns

    The secret to successful mobile marketing from Mindshare’s Nick Seckold

    By A Correspondent

     

    Early in his presentation to a packed session at the Digital Media Festival in Beijing, Mindshare’s Asia Pacific Digital Lead, Nick Seckold, shared his ideas on how marketers can use mobile to complement their marketing campaigns.

     

    “In an age of ‘always on’, people are always on the move and are socially connected through their mobiles 24/7. Hence, there is no doubt that mobile represents a growing opportunity for brands, but penetration alone is not the best reason to convince advertisers to use mobile. The engagement portion through seamless, fun and addictive user interface is key to the success of a mobile campaign,” said Mr Seckold.

     

    Mobile is slated to stay on the uptrend. Based on Portio Research’s latest report, there will be 6.5 billion mobile subscribers worldwide by end-2012, while annual handset shipments will reach 2.15 billion by 2016. So as mobile technology continues to evolve and significantly influence culture and the lifestyles of consumers, the impact mobile devices are having on daily life is almost unfathomable.

     

    “The missing piece to the puzzle is not ‘why’ advertisers should use mobile but ‘how’ they should use it,” Mr Seckold added.

     

    In January 2012, Ford launched the “Drive Smart” mobile application campaign in India to advertise the new Ford Fiesta. The application launch was in sync with the Auto expo and gave a unique platform to catch auto enthusiasts at the expo. Whilst every car manufacturer was distributing freebies in form of physical product catalogues, merchandise, calendars, etc. Ford distributed this utility cum entertainment application to its users at the expo via handy QR code cards. Through social integration (Facebook and check-in), conversations around Ford increased to 2.5 times more than its competitors. An app called “Drive Smart” was developed to engage prospects and customers, with a popular maps feature and traffic updates. The app has had 43,000 downloads and is still counting.

     

    “The nature of our new age audience demands a new approach to mobile marketing communication. These out of the box ideas such as Ford’s will take mobile marketing to a whole new level. In the past, advertisers merely wanted a mobile presence but at Mindshare, our mantra is to adapt to consumers’ needs, making the campaigns memorable and hard-hitting,” commented Mr Seckold.

     

    With this in mind, Mr Seckold urged marketers to transition their mindsets, putting themselves in their target audience’s shoes and truly understand where they live – online, offline and on mobile.

     

  • As the first phase of mandatory digitization completes a week in 3 metros, we asked media agency heads for their views

    Digitization: The media agency view

     

    By Ananya Saha

     

    Phase I of digitization has been a challenged ride. Even as MIB believes that as on November 5, 2012, 22.4 lakh Set Top Boxes (STBs) were installed in Mumbai, 25.15 lakh in Delhi, and 17.74 lakh STBs in Kolkata; analogue signals still continue to beam in the four cities. The Chennai matter is sub-judice in the Madras High Court. To top it all off, the sunset date for the second phase has already been announced. It is no doubt that 100 percent digitisation of the four metros is still a huge task.

     

    Anita Nayyar

    Anita Nayyar, CEO, Havas Media, India & South Asia said, “The current state will carry on over the next eight weeks until stabilization sets in and state government and consumers realize it’s here to stay. The change to digital, now or later is eminent in waves if not crests and troughs. Hundred percent digitization across India will certainly take much longer and there will be many more extension dates.” Raj Datta, Senior GM, MPG-Kolkata also opined that reaching 100 percent digitization in Kolkata will take close to three months.

     

     

     

    Raj Datta

    While the broadcasters are happy with the numbers, since it will give them additional revenues and save them the carriage fee, the advertisers are still apprehensive. The cost of set-top box (STB) and infrastructure are the primary concerns of the industry. The suspension of TAM data, simultaneous beaming of analogue and digital signals is only adding to the confusion during the festive season. Mona Jain, CEO, Vivaki Exchange opined that the advertisers are wary of the fact that visibility will drop due to the transition. She said, “For the advertising fraternity, the festive season is the key period for them. Due to transition to STBs and digital signals, there are going to be shortfall and shifting in terms of visibility. This is a big concern for them. They are not able to predict the shifts in their current plan and that is an issue.”

     

     

    Mona Jain

    Kolkata has been grappling with low transition numbers. While Mr Datta predicts that digitisation might shoot up due to the impeding cricket season, he is quick to point out, “We do not know what the numbers will show because TAM data has been suspended and will be available only after December 15. Anything and everything is an estimate. It remains to be seen how channel scenario will change. I am guessing that the viewership of niche channels such as History, Nat Geo might shoot up. Post digitization, illegal connections will also drastically drop, also because they will have to shell out money and take a connection. Thus, I feel that the whole scenario will change towards what SEC A likes.” He also said that the sampling of SEC A, B has also increased and this might result in shift of advertisers’ money.

     

    “Advertisers as rule will have to adopt a more segmented and targeted approach sub-slicing their segments. With access to more channels, viewership by TG, will get spread, people will experiment and consume more even if it is not focused consumption and this will happen across genres. Marketers and advertisers if they want immediate results will be looking at incremental spend than earlier budgeted as they will have the option to follow the spread,” opined Ms Nayyar, adding, “Underreporting of C&S households has been an issue and resulted in loss to the exchequer. Further there is the deferring of the TAM data which clients are used to even though digitization will allow more refined information, but while this is already being done it will take a while to become a norm.”

     

    She also said that advertising will increasingly get localised and spill over to local print and radio in the long run.

     

    According to Mr Datta, advertisers are apprehensive about believing the historical data and the current situation. “As a media agency, we have to depend on historical TAM data that we have till October 7, but we do not know if it is giving the correct picture. But we do feel that overall viewership might drop because of digitisation. These issues are coming up repeatedly since we work with cost effective measure called CPRP, and broadcasters are a little apprehensive. It is a complete wait-and-watch kind of scenario. Something definite is quite difficult to predict,” he said.

     

    While the planners and buyers feel the broadcasters are co-operating, it remains to be seen who emerges unscathed in the digitization fracas.

     

  • As Genesis Burson-Marsteller completes two decades, principal and founder Prema Sagar looks back, and ahead

    Genesis B-M: Step ahead @ 20

     

    By Ananya Saha

     

    Genesis Burson-Marsteller started operations  in 1992. Led by Prema Sagar, the PR agency is a member of WPP global network. As it completes two decades, we speak to Ms Sagar, Principal and Founder, Genesis Burson-Marsteller, about the past and the future. And of course the present.

     

    How has the journey been for Genesis B-M in the past 20 years? Please share the milestones that defined this journey.

    The journey of Genesis B-M has even surprised me! It started in a basement with no vision, mission or strategy! It began with a passion, challenge and an opportunity to create something new and different. It started out with one employee, one office boy and one client. Today, we have grown to over 270 employees in six markets across India. Our journey as a firm mirrored the growth of public relations inIndia- growing year after year, working with global clients and expanding our service lines to meet the evolving needs of our clients. There have been many milestones reflecting this growth, including the opening of new offices, and launching new business lines like Public Affairs and Corporate Responsibility. The digital era we are now living in has also changed the way we communicate, both with our clients as well as the media, and will certainly impact our journey in the years ahead.

     

    Which account wins have been the turning points for the agency?

    All of our client wins are important and celebrated. Our very first client, Park Hotels, set Genesis PR in motion. We are very proud of the fact that Park is still our client after 20 years and we value this relationship tremendously even though there are many larger clients in the roster. Priya Paul, Chairperson, Apeejay Surrendra Park Hotel gave me the first break and I was paid while I learnt the ropes! She is a great professional and I admire her courage in more ways than one. We are proud of a number of clients with whom we have long term relationships, some we have served for over ten years.

     

    A call one day from Tarun Das, Director General, CII asked if we would be interested to manage the public relations for the Indo-British Partnership Initiative (IBPI) where the two governments, their ministers and corporate CEOs were to meet on the Royal Yacht to sign partnerships and joint ventures – a great boost to the economy. The event was a great success, our entire team of 5 people including me were in Mumbai to execute this great event. As a result of this, Genesis got to be known! I always felt that I should have paid Priya Paul and Tarun Das for our early learnings – but we needed the money desperately so I never mentioned it.

     

    The turning point of our journey was when we reached 30 retainer clients such as Indian Aluminum Company (INDAL), Ranbaxy, DCM Ltd, SRF, Eicher, India Habitat Centre (IHC), Confederation of Indian Industries (CII), Lakme Fashion Week and so many others in its early years as a result of a great team that delivered outstanding campaigns year on year. I look at the long list of organisations with whom we have worked since 1992 and it is such a diverse mix of industries and services. The nature of the work has been equally diverse – crisis preparedness, thought leadership, product launches, advocacy and much more. We are proud of our roster of clients and we believe that our clients are our endorsements.

     

    Experiences such as launching the first luxury car in India, the first international liqour company, managing a hostile bid, fire at a manufacturing unit on New Year’s eve, petrol/diesel issue, pesticide issue, environmental issues and many others that taught us a great deal.

     

    Genesis B-M today has the domain expertise and services that go beyond just public relations – public affairs, advocacy, corporate responsibility, digital and content creation. Each of these developments was a turning point for us and has helped us become leaders in the industry. We work at keeping a fresh perspective, always asking ourselves new questions. How can we build further capabilities? How can we improve based on what we are doing today and what will it bring us in the years ahead? Always thirsty to Change the Game…and you will see more of that in the coming year!

     

    If you were to re-live the past 20 years, would there be anything that you would like to change/alter in the agency?

    Looking back, there are a number of things that served as learning experiences. Learning is constant and comes from good decisions as well as bad ones.

     

    Have the challenges that PR industry faces today, changed from what it were 20 years ago?

    Our challenges have evolved with the growth of the industry. More clients today understand the value of strategic communications and public relations in general, than was the case 20 years ago. Certainly there is more competition now than there was then. A competitive environment only improves the quality of work and therefore the bar on the level of quality raises the standard of the industry.

     

    We are fortunate to have and continue to attract great talent. The quality and experience of the leadership at Genesis B-M is recognised not only by our international colleagues but also our competitors. As a result of this the company has had steady growth. The programmes at the GBM Learning Centre, established almost 12 years ago, has built capabilities and is a big differentiator. Having said that, the branding of a GBMer for the rest of the industry to attract them is our challenge!

     

    Finding great talent is the biggest challenge facing all service sectors across the globe. How we invest in it – is the solution. We are proud to see many of our talented alumni in top jobs in Asia Pacific and now going West-wards. We can look at the glass as half empty or half full. We look at it as an opportunity to provide the foundation of a strong industry in India.

     

    The biggest challenge we face are recognition of suitable fees for quality work and experienced communicators who are advisers to the CEO rather than being a function. While it is evolving now it needs to move upwards sooner rather than later in a challenging environment. CEOs today need to invest in Thought Leadership that brings together the elements of social development, policy environment for the larger good of all while building a business.

     

    After the B-M partnership, how has the agency grown/changed?

    The B-M partnership has delivered great opportunities, not only for client development but also as for talent development. The exposure to global opportunities brings about a whole new world of learning for team members at all levels. We have run successful projects for international clients in recent years, which has opened new doors of opportunity for us. As for our talent, being part of such a respected and successful global network gives them a chance to work with our offices around the world, providing great exposure to best practices and new ideas.

     

    What will be the next target for Genesis B-M?

    I am proud of the fact that we have always been a step ahead of what the market demands. Our ability to service clients with fully integrated programmes that work across practices and geographies has set us apart from our competitors in the industry. The continued development of practice specialties will always remain a focus for Genesis B-M, today and in the years to come.

     

    Five years down the line, how do you see the agency growing?

    I think it’s important that our growth continues to reflect the changing needs and growing demands of the industry. For example, we are seeing a shift in target markets, with client’s focusing not only on the key metros likeDelhi, Mumbai andBangalore; but also Tier II and Tier III markets as well, including the rural areas. This presents both an opportunity and a challenge for us. Communicating across India’s diverse landscape poses numerous challenges, but is increasingly essential to any successful communications plan. Having the reach to these outside markets will contribute significantly to our ability to service more clients, and in turn, contribute to our continued growth as well.

     

  • The Publicis Groupe has announced that VivaKi, the initiative launched in 2008 through the combined scale and leadership of Digitas, Starcom MediaVest Group, ZenithOptimedia and later Razorfish, will become a separate business unit more broadly available to all Publicis Groupe agencies and the market

    Publicis Groupe to dissolve VivaKi, to turn SBU

    By  A Correspondent

     

    The Publicis Groupe has announced that VivaKi, the initiative launched in 2008 through the combined scale and leadership of Digitas, Starcom MediaVest Group, ZenithOptimedia and later Razorfish, will become a separate business unit more broadly available to all Publicis Groupe agencies and the market.

     

    VivaKi was created to accelerate the digital transformation of Publicis Groupe and its agencies, and as a result the Group will derive 35 percent of its revenue from digital activities. VivaKi has also initiated and expanded the power of partnerships with Google, Facebook, Microsoft, AOL and many other players for Publicis Groupe, and it has delivered innovative products and services such as The Pool and Audience on Demand (AOD).

     

    “The achievements of VivaKi have been extremely profitable to our clients, helping them to be the best at connecting with the new consumers and bridging the analogue and digital worlds,” said Maurice Lévy, Chairman and CEO of Publicis Groupe. “As we seek even more aggressive growth and digital acceleration, the VivaKi leadership—Jack Klues, Laura Desmond, Steve King, Bob Lord and Frank Voris—has developed a plan to open up the VivaKi operations, creating a new impetus for further innovations and more aggressive growth for all Publicis

    Groupe agencies.”

     

    The four founding agencies will leverage the benefits of VivaKi in new ways, according to Jack Klues, CEO of VivaKi. “The VivaKi ecosystem fostered an unprecedented level of collaboration,” he said. “The agencies have shaped and perfected our offerings, worked together to create valuable new solutions, and embraced a transformational philosophy of building, borrowing and sharing to the benefit of our clients. Digitas, Razorfish, SMG and ZenithOptimedia will continue to inform our roadmap even as they continue to enhance their own, unique propositions.”

     

    According to Mr Lévy, VivaKi CEO Jack Klues is going to help set VivaKi on its new course, and then map his retirement. Klues will retire as CEO at the end of 2012 after 35 years with the organization, though he will remain with Publicis Groupe through the first half of 2013 to help establish VivaKi as a separate business unit.

     

    Frank Voris will serve as CEO of the strategically focused VivaKi, partnering with Rishad Tobaccowala, who remains VivaKi’s Chief Innovation and Strategy Officer. Mr Voris, who has served as VivaKi CFO since its inception, has been responsible for all VivaKi operations, including technology, product development and the integration of acquisition targets, since the entity was launched in 2008. Mr Tobaccowala is a 30-year industry thought leader who has pioneered several industry firsts, including VivaKi Ventures, Denuo and other future-focused operational units that have delivered gaming, mobile and internet expertise to marketers.

     

    An executive board comprised of Desmond, King, Lord and Voris will collaborate on VivaKi product strategies, priorities and transactional tools and services.

     

  • Quick questions with Sourabh Sharma, co-founder, Milaap on his organisation's unique method of fund-raising and the ongoing 'Light up a 1000 Homes' Diwali campaign

    Jaldi 5 with Sourabh Sharma: Light up lives this Diwali!

    Milaap is a unique community welfare organization as it raises money not in the form of donation by way of loans which can then be claimed back by the donor. Set up by a group of professionals, it is now running a ‘Light a 1000 homes’ for Diwali (*see disclosure). MxMIndia Milaap interview co-founder Sourabh Sharma.

     

    01.   Milaap is a unique concept in fund-raising where you loan money for causes as against donate. How has it worked thus far?

    It has worked really well so far… Our company started in June 2010 and in the last two years, we have raised over 600,000 USD, with more than 5000 lenders — impacting more than 13,000 lives in India and we expect it to grow at much faster pace as more and more people are getting involved.

     

    It’s critical that organizations who borrow pay back… is that secured?

     

    Microfinance is unsecured lending in traditional banking parlance but it has seen better repayment rates than even the best of banks. The industry average is close to 98% repayment rate. This is because of the unique model of lending in joint liability groups where group members vouch for each other.

     

    In our two years of lending, we have not had any defaults till date – which is a proof that the model works. Still, we clearly tell our lenders that lending via Milaap carries an inherent risk of loss in principal and therefore the motivation to lend is still primarily philanthropic. Additionally, our field partners do offer to cover up to 20% of the defaults in case there are any.

     

    02.   Tell us briefly of the ‘Light a 1000 homes’ Diwali campaign…

    As much as 50% of rural India does not have access electricity and are forced to use kerosene lamps for light and firewood for cooking. Noxious fumes claim a life every 20 seconds as a result of early childhood pneumonia, emphysema, cataracts, lung cancer, bronchitis which claim more lives than malaria or tuberculosis.  On this Festival of Lights, we plan to bring light to 1000 homes in India by providing them with solar lights and smokeless stoves thereby providing them with clean and healthy life.  People can either make a loan directly or adopt a village and help us raise funds by spreading the word among their friends. The cost of providing solar lights to 100 homes (village) is about 1lakh INR.

     

    03.   Specifically, how has the response been?

    The reponse has been great so far. Besides individual loans, we already have 22 fundraisers – where people have adopted villages are helping us raise funds from their friends. Adding to your previous question- fundraisers are another way of gaining traction hence we are looking to grow and much faster pace in the future.

     

    04.   Would you say NRIs are more responsive than resident Indians

    It really does not matter where the person is located. We have seen benelovent people making loans from all stratas of society  and both from within India as well as outside. In our limited experience, we have observed that geographical location or financial status has nothing to do with goodness of the heart.

     

    06.   Apart from writing about Milaap, how do you think can Indian media and advertising help in your efforts?

    By adopting a village and help us 🙂 Also, by writing about the change which has come in the lives of the people who may be poor but are equally hard working and smart and take control of solving their problems in their own hands.

     

    Any efforts towards this direction?

     

    Please look at some of the videos we have made of stories of change in the lives of the people we are helping: youtube.com/milaapdotorg We would love to invite people from the press to join us on our field assessment trips and write about working poor.

     

    05.   What are your current promotional strategies and campaigns in India?

    We primarily engage our audience via newsletters and social media (Facebook and Twitter) and also come up with seasonal campaigns such as the Adopt-an-entrepreeur campaign we did around Independence Day and now this Diwali campaign.

     

    Disclosure: MxMIndia is supporting Milaap’s ‘Light a 1000 homes’ campaign for Diwali

     

  • Online apparel and lifestyle story Fabulloso.com has appointed Bang in the Middle (www.banginthemiddle.com) as its communication partner for its next phase of growth and expansion

    Fabulloso! appoints Bang in the Middle

    By A Correspondent

     

    Online apparel and lifestyle story Fabulloso.com has appointed Bang in the Middle (www.banginthemiddle.com) as its communication partner for its next phase of growth and expansion.

     

    Fabulloso! is an online store that sells a curated selection of apparel and lifestyle products. In a very short time Fabulloso! has created a very different niche for itself in the ever expanding e-commerce space in India. Bang in the Middle will help Fabulloso create online marketing campaigns to make it among the most preferred shopping destinations for life style goods in India.

     

    Commenting on the appointment, Gaurav Taneja said, “Bang in the Middle understood our brand, consumer and displayed the right acumen to help us win in the market place. We believe e-com space in India has just started and there is tremendous potential to grow. We expect Bang in the Middle to partner us in our quest for growth and leadership.”

     

    “Fabulloso! Is a delightful brand to be associated with. With Fabulloso’s very different product offering and consumer proposition, we believe they will be the favored destination for the discerning shoppers.  Our experience in digital marketing will help Fabulloso build momentum for its brand” said Naresh Gupta, Managing Partner, Bang in the Middle.

     

    Fabulloso! retails a selection of designer creations, wardrobe classics, shoes and accessories, personal care products, and home decor and furnishings. Fabulloso! bring to you a mix of brand names that are instantly recognizable, brands that are known to a smaller audience and products that are independently designed. Merchandise is available for as long as it lasts, fresh inventory is added on almost a daily basis.

     

  • The media plan went beyond print and included a Tweeple-powered launch in Bangalore and a unique website launch through 52 Friday Dos

    Allen Solly dons Friday Dressing by O&M

    By A Correspondent

     

    Allen Solly, apparel brand has been known for having redefined workwear through its ‘Friday Dressing’ concept in 1990s and early 2000s. It created a new category of Work Casuals. The brand’s core USP of Friday Dressing has held it in good stead over the last many years.

     

    The brand had a very clear challenge in front of it. How to infuse a sense of style and fashion back into Fridays?

     

    Sooraj Bhat, Brand Head, Allen Solly, said, “While speaking to consumers we realised a desire they had to dress up, dress well on Fridays. But they were not doing so as the code was to be very relaxed on Fridays. Relaxed to the extent of almost not bothering about what was being worn on Fridays. Interestingly though, for these consumers, Friday was the most exciting day of the week (start of the weekend) and hence at least they were most open to experimentation.”

     

    “Working on the insight that Friday is a day of possibilities, a day when fun and play does a perfect tango with work, a day of celebrations, bonding at work and outside of work, parties and so on, our agency Ogilvy & Mather created a campaign to provide a new meaning to Fridays through how we should Dress-Up and not Dress-Down on the most important day of the week. The new campaign hence is aptly titled ‘Hot Fridays’,” he said.

     

    The campaign was released nationally in leading dailies on a Friday. The media plan went beyond print and included two initiatives – Tweeple powered launch inBangaloreand unique website launch through 52 Friday Dos. The brand initiated a first-ever Tweeple powered collection launch; a live hoarding where tweets unveiled the collection and unravelled the launch campaign as more and more tweets happened. The idea extended on Allen Solly’s Facebook page, which has over half a million fans, where fans play the Friday Card game with each card in the deck of 365 with 52 representing Fridays. When flipped, the card unveiled a part of the new brand campaign.

     

    “It was important to tell the young office goer that Friday is the most exciting day of the week at work and that they can’t possibly let go off a Friday, dressed in their coded casuals of jeans andTees. They need to ‘dress up’ and grab all that the action packed Friday offers”, said Simi Sabhaney, President – Ogilvy & Mather Advertising,Bangalore.

     

    The brand is aggressively growing its retail. It has been opening around 40 stores every year- including this year. “We expect to close this year with over 170 exclusive stores. The last few months have seen several flagship stores come up including in New Delhi and Bangalore. We sense a fresh impetus on the brand – new identity, logo, aggressive investments into brand building, merchandise…they are all coming together’, said Mr Bhat.

     

  • India's first AppFest, organised by the Internet & Mobile Association of India (IAMAI), will be held from December 13 to 15, 2012 in Hyderabad and seeks to provide an environment for developers and entrepreneurs to come together

    IAMAI to host the first ‘AppFest’ in India

    By A Correspondent

     

    India’s first AppFest is scheduled to be held from December 13 to 15, 2012 at the HICC, Hyderabad. Organised by the Internet & Mobile Association of India (IAMAI), AppFest 2012 seeks to provide an environment for developers and entrepreneurs to come together on a platform and leverage the enormous opportunity to move towards an ‘Apps Economy’. In India, given the strong base of mobile users, rapidly growing base of Internet users, availability of innovative minds and depth of resource pool, the opportunity can be enormous.

     

    AppFest 2012 will be the first step towards realization of this opportunity, and hopes to foster an environment where businesses, developers, platforms and networks are incentivized for their efforts. It is important that the first person and the last person in the value chain, – the innovators/developers/entrepreneurs, are amply rewarded.

     

    Spread over three days, the AppFest 2012 will have three tracks, namely, Talkathon, Hackathon and Challengathon. Developers would be able to share ideas on technology, revenue models and current opportunities with each other. It will also provide an opportunity to participants to compete and create on spot customized solutions for brands present and immediate opportunity to work with them on larger projects. Besides, industry experts will also speak on a range of topics, sharing their first hand experience and case studies to showcase how apps have and can change the world.