MxMIndia

Category: NEWS

  • The Australian series will be seen across TV, Internet and Mobile platforms

    Star World to showcase Packed to the Rafters digitally ahead of TV launch next week

    By A Correspondent

     

    Star World is all set to air Packed to the Rafters for the first time in India. Packed to the Rafters’ is an Australian drama series which revolves around the story of the Rafter family, who are fighting different problems of life together.

     

    To make the show more relatable to the audience, Star World got Karan Johar as the face of its campaign. The channel launched a six week on-air campaign with him. And the channel has unleashed robust print, digital, DTH, cinema, radio and OOH campaign given the launch next week.

     

    In keeping with the growing importance of the digital platform, the channel will be hosting a Web Premiere across the Star World website (www.starworld.in/PTTR) and other social networking sites to give the viewers an experience of the show before it goes on air. Star World will be taking such initiatives up for key shows to create reach and buzz. The digital premiere will be held today (November 30) before its official launch on the channel on December 4.

     

    Subsequently, each of the episodes of the show will be available to be streamed and viewed on the Star World web and WAP platforms after it telecast on air. A tie-up with Vodafone will ensure viewers can catch up on the key moments of the show at their convenience.

     

    Commenting on the show, Rasika Tyagi, Senior VP, English Programming, Star India said, “From our Hindi and Regional GECs, one of the biggest learnings is that viewers seek life lessons from the daily soaps they watch. The issues faced by the Star World audience, the English speaking, urban Indian youth, is quite myriad and they don’t get to see shows which reflect their life on TV. Our audience will be able to resonate with the issues faced by the characters in Packed to the Rafters and emulate the way they resolve the conflicts.”

     

    Commenting on the digital catch-up service, Rasika Tyagi said, “When we go for consumer home visits, we get a reality check on how content is being viewed by the youth today. They want to watch a show at their convenience – anywhere, at any time. So, we as content providers have to gear up to share our content across platforms, on internet or on mobile.”

     

  • Suraj: The Rising Star is a story of a 16-year-old boy, Suraj, who sets out on a journey to be trained as a young cricketer. It's a remake of popular Japanese manga show 'Kyojin no Hoshi'

    Colors to air Japanese ‘anime’ remake from Dec 23

    By A Correspondent

     

    By A Correspondent

     

    Close on the heels of announcing the mega-acquisition of the Indian rights for international show ’24’, Colors has announced animated teleseries ‘Suraj: The Rising Star’. The show will air on Sunday mornings at 10 am and is scheduled to kick on December 23.

     

    A remake of the Japanese baseball hit manga Kyojin no Hoshi (Star of the Giants), the show is a story of a 16-year-old boy, Suraj, who sets out on a journey to be trained as a young cricketer. It focuses on the hardships and challenges he faces towards attaining this goal, thereby highlighting all the elements of family, action, fantasy and emotions that will appeal to family audiences.

     

    Adapted for Indian audiences, Suraj: The Rising Star craftily integrates Indian culture and Japanese animation (anime) highlighting common characteristics like the importance of family ties, friends and a ‘never say die’ attitude.

     

    The show is an inspiring adaptation based on Japan’s classic masterpiece animation “Star of The Giants. Although animation is popular with children, Colors hopes it will be a hit with adults too.

     

    The opportunities with ‘Suraj’ seem many as the original has been rendered in various forms: in print, as television series, a Playstation 2 game,  and as many as five movies since 1969.

     

  • The Mumbai-based agency bags Rs 6 crore account for print and radio advertising

    Maya Digital awards Eggfirst creative duties for in-studio traning prog

    By A Correspondent

     

    Leading animation and VFX studio Maya Digital Studio has awarded Eggfirst the mandate to drive its creative duties for its training programme, MIST (Maya In-Studio Training).

     

    “MIST is a launch pad for the young studio professionals and hence we are leaving no stone unturned to make sure the communication reaches our TG. The media mix will comprise Digital primarily backed up with radio and print, along with the BTL activations. To add to the mix, we would have an interactive media platform to communicate with the TG for easy dissemination of information. It is a new format innovation and we are confident it will help us connect with the young minds better,” said Dev Datta, Marketing Head of Maya Digital

     

    “There are several animation training institutes out there with good credentials and reputation. But what differentiates MIST is the opportunity to work on live projects of Maya Digital Studio. That’s what gets students a true beginning into careers on live real work. And that’s what Eggfirst was able to translate aptly into creative. Once the campaign is released shortly, you’ll see then strategic accuracy in the creative,” said Aruna Kumar, Head – Studio Ops.

     

    Eggfirst invested its energies in getting the core messaging right. Ashish Banka, VP – Eggfirst, said, “We realized that animation aspirants are looking at something more than just training; they are seeking a live experience. And there was the match between the expectation and the promise.”

     

    The campaign is scheduled to launch in a few weeks from now with a media-mix that predominantly involves print and radio.

     

  • Dentsu Media wins mandate for SEBI’s investor awareness campaign

    By A Correspondent

     

    Securities and Exchange Board of India (SEBI), the apex regulatory authority for the securities market in India, has selected Dentsu Media as the Media Agency for its Multimedia Investor Education and Awareness Campaign.

     

    Thirteen renowned agencies participated in the competitive pitch in an open tendering process, in which Dentsu Media was awarded the mandate. The Selection Committee was headed by Mr K.V.Kamath and comprised of senior persons from various fields such as Advertising, Marketing, etc along with senior SEBI officials. The appointment is for a period of two years.

     

    Dentsu Media, along with Ogilvy & Mather as creative agency, will provide communication planning to SEBI in its Investor Education and Awareness Campaign, which is aimed at educating and creating awareness amongst retail investors and also converting the current savers into investors.

     

    Commenting on this mandate, a senior SEBI official said, “We are glad on appointment of Dentsu as the Media Agency for our Investor Awareness Campaign. The appointment has taken place after a detailed competitive and transparent process and we now look forward to work together, so as to achieve the objectives set out for this campaign”.

     

    Divya Gupta
    Rohit Ohri

    Divya Gupta, CEO, Dentsu Media said, “It is an absolute honour to handle SEBI’s media business.  We are extremely proud to have won this opportunity of partnering with one of the apex regulatory authority of India and we look forward to the kind of work that we would be able to do in this category.”

     

    “This is a really prestigious win for us. We are hoping to be true partners to SEBI to help deliver the greatest value for the Investor Awareness Campaign,” said Rohit Ohri, Executive Chairman, Dentsu India Group.

     

  • Footwear retailer Bata has appointed DDB Mudra Delhi as its dedicated integrated marketing and communications agency. DDB Mudra will be responsible for strengthening the Bata brand and highlighting its contemporary and youthful product range

    Bata India picks DDB Mudra Delhi for integrated marketing and communications

    By A Correspondent

     

    Footwear retailer Bata has appointed DDB Mudra Delhi as its dedicated integrated marketing and communications agency to shoulder marketing communication responsibilities starting December 2012. DDB Mudra will be responsible for strengthening the Bata brand and highlighting its contemporary and youthful product range.

     

    Bata India continues to maintain an aggressive momentum on retail expansion, having added 168 new stores so far this year and is resolute in its plans to launch new and exciting styles for the entire family. The recent growth in business is testimony to Bata’s commitment towards providing consumers the best quality footwear.

     

    Speaking on engaging DDB Mudra Delhi,  Rajeev Gopalakrishnan, Group Managing Director, Bata India Limited said, “DDB Mudra’s robust experience in Media, OOH, Retail and Experiential lifestyle retail has positioned them as our preferred choice. Their understanding of our brand integrated seamlessly with our foreseeable plans. Given the complexities of the retail marketplace and our diverse portfolio of products, it was crucial to select a creative and passionate team to partner Bata in our growth endeavour.”

     

    Said Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group, “I am elated about this new win for DDB Mudra Delhi. Bata is one of the oldest and most respected brands in India and represents a very special addition to our list of clients. I am confident that our team in Delhi, consisting of Vandana Das, Talha Mohsin, Mahesh Parab, Xavi Bech and Radhika Das will do an excellent job partnering and building brand Bata.”

     

    Expressing both excitement and commitment, Vandana Das, President DDB Mudra Group said, “Bata is one brand we all have grown up with. Needless to say that it’s a prestigious business and it delights us even more to win it particularly at a time when the brand is going through an evolution. There are a host of new offerings planned for the year ahead and we are all geared up and excited.”

     

  • Set to be hosted over two days in the capital, the underlying theme of Agenda Aaj Tak is 'India Maange More'

    Agenda Aaj Tak to debate subjects of national relevance

    By A Correspondent

     

    Aaj Tak, the 12-year-old Hindi news channel from the TV Today Network, has announced its very first edition of Agenda Aaj Tak. Scheduled on December 6 and 7 in New Delhi, Agenda Aaj Tak aims at providing the greatest platform to debate the issues that matter to the nation in its own language – Hindi. It seeks to provide an avenue for leaders from all walks of life to address a large number of critical national issues. The underlying theme of Agenda Aaj Tak ‘India Maange More’ is set to compel the decision makers to ponder over some of the key issues pertaining to our nation and draw a clear road map for emerging India.

     

    The summit will bring more than 40 personalities from India and abroad on a single platform together. During each of the sessions, these thought leaders and newsmakers will share their insight and perspective and will try to lay the foundation for India’s Future.

     

    Leading political leaders, social activists, cricketers, celebrities, authors and bureaucrats such as: Sushil Kumar Shinde, Kapil Sibbal, Kamal Nath, Manish Tewari, Sachin Pilot, Rajiv Shukla, Digvijay Singh, Nitin Gadkari, Arun Jaitley, Sushma Swaraj, Shiela Dixit, Shivraj Singh Chauhan, Bhupinder Singh Hooda, Nitish Kumar,  Anna Hazare, Arvind Kejriwal, Kiran Bedi, Baba Ramdev, Aamir Khan, Kajol, Madhuri Dixit, Randeep Hooda, Sakshi Tanwar, Sameer Soni, Kapil Dev, Saurav Ganguly, Wasim Akram, Mohammad Azharuddin, Waqar Younis, Imraan Khan (Chairman Tehrik-e-insaaf and former cricketer), Subrata Roy Sahara, Chetan Bhagat, Anuja Chauhan,  Javed Akhtar, Ali Zafar and Kailash Kher will be participating in “Agenda Aaj Tak”.

     

    Commenting on the new initiative of Aaj Tak, Ashish Bagga, CEO, India Today Group said, “It is a matter of great pride for all of us to announce the first edition of Agenda Aaj Tak. It’s a big platform where leading personalities from the country and abroad will debate on national issues. Aaj Tak has been a pioneer and with Agenda Aaj Tak, it will be a step forward in engaging with topics that concern Indian masses the most.”

     

    The conclave will consist of discussions and Q&A sessions by prominent political leaders, cricketers, Bollywood celebrities, authors & bureaucrats on issues as diverse as politics, youth, social media, democracy, development, Bhasha, cross-border terrorism, regionalism, economic reforms, social issues, India-Pakistan relation and popular culture.

     

    To lend a voice to issues of the people, a team from Aaj Tak initiated interactions with people at the grassroots level to gather their views on various issues and to bring out the most prominent issues that concern the public. The people’s opinions on subjects of national relevance ranged from issues pertaining to India’s politics, corruption, Bollywood, social media, cricket, democracy, development, cross-border terrorism, regionalism, economic reforms, social issues, India-Pakistan relations among others.

     

  • Is creativity a means to communicate effectiveness, or to gather awards? MxMIndia speaks to industry pros

    What’s more important – Creativity or Effectiveness?

     

    By Ananya Saha

     

    Creativity vs Effectiveness: what is more important for any brand’s advertising? What is the point of the other if only one is more important? Is creativity a means to communicate effectiveness, or a means or gather awards?

    MxM India spoke to creative heads and marketers to get their views.

     

    Vivek Srivastava

    Vivek Srivastava, Jt. Managing Director, Innocean Worldwide India

    This debate is perpetuated by people who wish to create a divide in the business of communication. To my mind creativity has always been evaluated. In the case of art by artists and art connoisseurs, in case of scientific discoveries by scientists and the far-reaching impact around us, and in the case of advertising by its beneficiaries. So it is a rather frivolous way to look at a serious commercial and business building endeavour by saying that creativity and effectiveness are separate perspectives. They are intertwined. One without the other does not and cannot exist. Those who claim otherwise are merely perpetuating shallow myths.

     

    Not just Effies, but Cannes, Emvies or even Goafest, I presume, the endeavour is to reward creativity that causes impact to state it broadly. I guess if we allow ourselves to be driven by aimless scamsters who do one off ads/pieces for merely awards and succeed then we are giving too much credence to a set of renegades. The motto or credo for the business of advertising is one and will be that way forever – It isn’t creative if it doesn’t sell.

     

    Ajay Kakar

    Ajay Kakar, Chief Marketing Officer, Aditya Birla Group – Financial Services

    If you have creativity for the sake of creativity, them someone someday will ask us to put it at the National Museum of Arts. If we are spending money and so much money as marketers, the only measure should be the creativity that works in the marketplace. And therefore, it works. More and more clients are demanding to know ‘what is their campaign doing in the market’. On one hand, everybody wants effectiveness and on the other, rupee and budget is a scarce commodity and you want every rupee to work. To create work that works is imperative.

     

     

    Bipin Pandit

    Bipin Pandit, COO, The Advertising Club

    Effectiveness is supreme. How can one explain the rationale behind making an advertisement if it does not take the brand to the next level? The campaign should be designed or created in a way that it works in the marketplace. Yes, creativity is important but not at the cost of effectiveness.

     

     

     

    Bindu Sethi

    Bindu Sethi, Chief Strategy Officer, JWT

    The effective campaign is based on creative thought. The creativity, however, should stem from the strategy behind the product just like a fire behind the rocket. Creativity is absence of strategy would not work. But creativity can work wonders for the campaign if executed in line with the thought behind the product.

     

     

    N Rajaram

    N Rajaram, CMO, Airtel Centre

    It is important that the clients and creative agency sit and work together while devising campaign strategy. The agencies work for creative solutions while brands aim at effectiveness. There can be no mismatch between the two if both the parties work for creative solution for effectiveness.

     

    Anil Dua, Sr VP – Sales and Marketing, Hero Honda

    Effectiveness is about result. Effectiveness of a campaign lies in the saliency it delivers. A campaign grows your business and it should be sustainable in the longer run. A campaign, if creatively effective, will be advantageous for your brand and will take your business on higher growth trajectory. Of course, effectiveness is more important for a brand than creativity but creativity is important to attract more consumers.

     

    Satbir Singh

    Satbir Singh, Managing Partner and Chief Creative Officer, Havas Worldwide India

    Creative work that is effective works. Advertising exists speak about a product or service, effectively. If you belong to the brand or creative side, you cannot push people to buy your product or prefer your service. Yes, it is about effectiveness but not about boring people. The role of creative, depending on business strategy, is to entice people to prefer a brand’s product or service over another. How creatively can you do it is the question.

     

    Raghav Subramanian

    Raghav Subramanian, Founder, The Media Cafe

    One cannot do without the other. Effectiveness and creativity, to me, are not different things. Effectiveness is a metric while creativity is a means. Both go together and both fail without each other. It is like asking of the body can work better without the brain or without the heart. Creativity and effectiveness are an essential part of a successful and meaningful campaign.

     

    Prashant Mathur, GM, Contract Advertising

    Creativity and effectiveness lead to each other. Unless the message is effective, creativity fails. Effectiveness of a campaign measures creativity. It is important to see how the message is received. Sometimes when agency loses the plot, which happens very rarely, the intent is not to be less effective. It only happens when the intent of a campaign is not clear.

     

    Shiv Sethuraman, CEO TBWA\India

    Creativity and Effectiveness – these two words cannot and must not ever be used in opposition. There is no conflict; only complementarity. To ask which is more important is akin to asking, “Would you like a great journey or a great destination?” Obviously both.

     

    Effectiveness is the end. Creativity is the means to that end. If you focus only on the means you may have a lot of fun on the way but there is no telling where you will end up. If the end is your exclusive focus then you might find the ride there uninteresting and (often) more expensive than you’d imagined.

     

    The verdict on this particular case has come in many years ago. You need both. And both together provides better results than either alone. Effectiveness through Creativity is the Holy Grail.

     

  • The new website will be loaded with innovative applications including the 'Hungama Music Cloud' technology

    Hungama.com revamps website

    By A Correspondent

     

    Digital entertainment e-store Hungama.com has announced the launch of its revamped website www.hungama.com. The new website allows users to stream free as well as buy the very best of Indian and international content, including music tracks, music videos and streaming full-length movies.

     

    The new website is powered by HTML5 technology which will provide a vivid user interface, multiple music applications and easy social connect options; allowing users to sign on through various social networking sites like Facebook, Twitter, Google and get real-time social feeds. The latest upgrade also means HD quality streaming and downloading options for music and movies along with easy access to music through the innovative cloud technology. The site is currently running in its beta version.

     

    The revamped website will be loaded with the following features:

    Streaming: Hungama.com is the only entertainment storefront that allows the consumer to not only buy and download content, but also stream entertainment content for free.

     

    Music Cloud: India’s first Music Cloud will be based on a freemium model. The service allows consumers to save files on the Cloud, which they can seamlessly access via their connected devices- PCs, Mobile Smart Phones, Laptops, Tablets and connected TVs.

     

    Playlists: The new website will offer users different editorial playlists and artiste radio. Users will be able to create their own playlists, save it and share their playlists on social media platforms.

     

    Social Media Integration: Social Media integration will be on following fronts – Use your Social Login to browse and buy content from hungama.com. Consumers can also share their favourite content – Songs, Albums, Videos, Wallpapers with their peer group over social networks and follow members activity to check out what their friends are up to.

     

    Music Discovery: This exciting new feature allows users to discover new music based on user preferences – Mood, Tempo, Category, Genre, Era- a great way to explore the unheard!

     

    Personalization: Favoritization of songs and saving one’s preferences is now possible. New improved ‘My Accounts’ section to display user account details, content downloaded, plans availed, credits remaining, movies watched etc. all in one section.

     

    The revamped website is accessible via Web, mobile apps and through social media options. In addition to the digital platforms, the content of Hungama.com can also now be accessed through its retail touch points, ‘Hungama Oxigen’ retail points, across the country.

     

  • The engagement is aimed at adding traction to the multi-media Corporate Campaign

    Innocean devises ‘Moments of Brilliance’ for Hyundai

    By A Correspondent

     

    Hyundai Motor India has recently launched the second phase of its corporate campaign under the umbrella concept of ‘Live Brilliant’. To add an experiential edge this campaign uses digital media innovatively via new cross-media digital activation and engagement titled ‘Moments of Brilliance’.

     

    Live Brilliant is Hyundai’s global corporate campaign theme and highlights the inextricable nature of the brand with the happiness and brilliance in its consumers’ lives. This activation brings to life this strategic premise that true moments of brilliance in one’s life can happen anytime anywhere and deserve to be shared with one’s loved-ones and friends. So, Hyundai’s communications agency Innocean Worldwide India decided to engage their audience by devising a mobile phone app.

     

    The application enables the user to scan the messages across media -print, dealer posters, outdoor or even on social media using his smart phone which serves the Live Brilliant TVC followed by the contest page.

     

    Using this application, the user can share their own moment of brilliance on-the-go, whenever and wherever they experience it. They can submit freshly clicked images using their camera-phones or share a previous image from their phone gallery. Shankar Narayan Head of Digital practice at Innocean Worldwide, said, “It’s a first-of-its-kind; on-the-move contest enabled using a Mobile AR application. It brings the tacit imagery of the brand in the real world through real people.”

     

    Elaborating further, B Sridhar, Group Director Media & Digital Services at Innocean Worldwide India said, “This initiative underlines the importance of digital technology and media in amplifying the brand ideas in a user friendly manner. Moreover the relevance and delight factor is ensured all along. We see in this instance a clear force multiplier to our media efforts and brand outreach.”

     

    For the audience not using smartphones, this engagement devised by Innocean for Hyundai Motor India has an application on their official Facebook page to enable online entries for the contest. Along with the contest, this innovative application gives a remarkably personalized experience to its user by showcasing the Live Brilliant concept video via a collage of the user’s own images which are dynamically picked in real-time from the user’s Facebook album. The intent is to make the user feel related to the brand and the Live Brilliant motto. Users can even download this video collage and share it with friends. To reward and delight the consumers, from the total entries received, across platforms, 50 lucky winners will be chosen to win exciting prizes courtesy Hyundai Motor India.

     

    Vivek Srivastava, Joint MD, Innocean Worldwide India, said, “This campaign is a living testimony to the agency’s strong digital capabilities and their leverage for client’s benefit. In times to come it will imperative for brands operating in high consumer involvement space to offer memorable and relevant experience to their patrons using the Digital medium. Moreover with this initiative our valued client Hyundai Motor India has proved yet again that its campaigns are more about relevantly designed consumer-centric experiences and not mere taglines.”

     

  • Tata Elxsi and UAE brand consultancy Brash Brands have announced a major strategic partnership to deliver full service brand consultancy and integrated design services

    Tata Elxsi, Brash Brands partner for brand consultancy and integrated design services

    By A Correspondent

     

    Tata Elxsi and UAE brand consultancy Brash Brands have announced a major strategic partnership to deliver full service brand consultancy and integrated design services in India and other key international markets including GCC and Asia.

     

    Through this exclusive partnership, Tata Elxsi will build Brash Brands’ business in India and Brash Brands will represent Tata Elxsi’s portfolio of design services throughout its international offices such as Dubai, Abu Dhabi, Saudi Arabia, Qatar and Singapore. The relationship’s first combined service will be to set up joint operations in Bangalore to address brand development and consultancy services in India, and target product design, signage and way finding markets in the GCC and Asia.

     

    Commenting on the partnership, John Brash, Founder & CEO of Brash Brands said, “This is a big step for our organization and it vindicates our business strategy. We don’t want to be the biggest – we just want to offer our enterprise clients excellence to realize the potential of their brands. Tata Elxsi understands the power of this proposition and the need for excellent brand development services in India. Through this strategic partnership we are both committed to offering a set of high quality, focused services that will change the nature of brand consultancy in India and our international markets.”

     

    Madhukar Dev, Managing Director & CEO of Tata Elxsi said, “Brash Brands offers a best in breed service that fully complements our own. This partnership enables us to provide our customers a unique set of full-service offerings initially targeted at India, Dubai, Abu Dhabi, Saudi Arabia, Qatar and Singapore.”

     

  • Indian music service Saavn has announced the launch of its new advertisement platform, Impact, which enables brands to identify, connect and engage with its users

    Saavn launches new ad platform

    By A Correspondent

     

    Indian music service Saavn has announced the launch of its new advertisement platform, Impact. This platform enables brands to identify, connect and engage with its 10.5 million users in India and across the globe.

     

    Impact is an innovative approach to digital and mobile advertising that gives brands 100 percent share-of-voice. Using Impact, brands get complete and exclusive access to all advertisement units on the Saavn web site and mobile apps for a set time period. These include Custom Skin, Web Display, Web Audio, Mobile Spotlight, Mobile Display, and Mobile Audio. Impact is a powerful model that allows brands to build positive associations with their products and services through music. The model has proven to create strong brand awareness, shape brand preferences and increase purchase consideration through undivided mindshare of listeners of Saavn across platforms.

     

    “In India, we all know that music plays an integral and meaningful part in every individual’s life. Impact is a powerful solution that enables the advertisers to build an emotional connection with their target audience during a passionate, social and engaging musical experience,” Vinodh Bhat, co-founder and CEO of Saavn, said. “The Saavn Impact model is based around engagement, curation and social sharing rather than the archaic click-through. Brands are able to measure ROI in meaningful ways, such as increases in perception, awareness, recall and purchase intent. The byproduct of our strong focus on the consumer experience is helping brands grow their businesses.”

     

    Some of the major brands utilizing Saavn to reach million of engaged users in India include: Samsung, Lay’s, Pantene, Pepsi, Nokia, Vodafone, Airtel, Hyundai, Domino’s Pizza, 7Up, Nielsen, MakeMyTrip, Max NewYork Life, Google Plus, Nokia, Vanish, Groupon, Intel and several others.

     

    Saavn delivers a comprehensive catalogue of Bollywood, Indian and regional South Asian music, licensed from more than 200 content providers. Saavn users can search, browse, and play a catalog of more than 1 million tracks; create and save their own playlists; and share their music tastes seamlessly via Facebook.

     

  • In its silver jubilee year, Penguin also appoints AliveNow to handle its social marketing duties

    Penguin Car to visit Mumbai

    By A Correspondent

     

    Penguin India has been celebrating its 25th year with a series of exciting events, activities and initiatives through the year. Penguin India’s silver jubilee celebrations, which kickstarted at the Jaipur Literature Festival, saw the unveiling of the Penguin Car. As part of the anniversary celebrations a customized ambassador was designed as a visual representation of the joy of reading.

     

    The Penguin Classics-inspired design on India’s very own classic, the Ambassador, the Car also carries a collection of the 25 anniversary special Popular Penguins, a series of books specially published to celebrate this milestone. The Car has been visiting bookstores and literary festivals around the country through the year. It started its journey with Jaipur and then at World Book Fair in Delhi, and Spring Fever. This week, the Penguin Car gets to Mumbai.

     

    On the Penguin Car visiting Mumbai, Hemali Sodhi, VP Marketing and Corporate Communications, Penguin Books India, said, “Over the last twelve months, the Penguin Car has become the mascot of our silver jubilee celebrations – it is iconic in its design, and a metaphor for spreading the joy of reading. It’s a great feeling to bring the Penguin Car to Mumbai-its last stop for this year.”

     

    Penguin India who boasts of strong online presence, with a robust following on social networking sites, has appointed AliveNow to handle all social marketing duties. AliveNow will work with Penguin India to strengthen their online and social media presence as they continue to engage with a younger and more connected audience. Adhvith Dhuddu, CEO of AliveNow shared, “We are thrilled to be working with one of India’s and one of the world’s leading publishers. In our conversations with Penguin we realized that we would be dealing with a world class team who had a solid understanding and respect for the digital space. Penguin India already has a strong presence online and they wanted to take this to the next level. They wanted to partner with someone who are true experts in the digital space and have chosen to work with us. We look forward to execute some cool and creative digital campaigns for Penguin and continue strengthening their online presence.”