MxMIndia

Category: NEWS

  • MICA has launched its market intelligence resource MICA Indian Marketing Intelligence (MIMI), which helps businesses make strategic marketing decisions

    Intelligent marketing tool from MICA

    By A Correspondent

     

    Mudra Institute of Communications, Ahmedabad (MICA) has launched a market intelligence product called MICA Indian Marketing Intelligence (MIMI) that assists businesses in making sound and strategic marketing and business decisions in India.

     

    Built around a unique data-fusion algorithm developed by the professors and researchers at MICA, MIMI fuses the variety of structured information, compiled from authentic sources, to provide a composite, granular market-view. It also provides Market Potential Index (MPI) and other data separately for rural, urban and total Indian market for more than 630 districts, hitherto not provided by any other similar product.

     

    The main highlights of MIMI are:-

    Provides market potential index: As one of the most acute needs of the marketer is to arrive at a district prioritization for purposes ranging from market entry to product/Service launch, MIMI provides Market Potential Index (MPI) for 630 districts for rural, urban and total market. The higher the MPI, the higher is the market prioritization.

     

    Provides a wide array of Information and applicability: With 143 variables across rural and urban market, MIMI provides data related to Demographics, Agricultural, Financial Services, Media Ownership, Vehicle Ownership, House Hold (HH) Size and Usage, HH Basic Amenities, HH Light and Fuel, etc. to be applied across sectors ranging from Construction and FMCG to Telecom.

     

    Simplifies decision-making: To interpret data quickly and effectively, MIMI provides a host of features like Graphs, GIS maps, Quartile and Potentiometer in downloadable format. These features are helpful for better presentation of the data and clarity of analysis. For example, if a marketer would like to target a specific region, the Quartile-based model helps him to compare various districts on selected variables, simultaneously, to arrive at a comparative picture.

     

    User-friendly interface: With a highly interactive website and user friendly interface, users can perform a large number of functions like execute simple arithmetic functions, customize variables, save work-space, compare districts across the states, besides others, with the help of MIMI’s superlative filtered features.

     

    Comes with zero IT cost: MIMI is based on a powerful cloud platform, and eliminates the need for software upgrades and hardware maintenance.

     

    Has composite score for selected categories of variables: To better understand the prosperity of a district and penetration of assets, composite score for selected categories of variables like agriculture, financial services, media ownership, and vehicle ownership are provided.

     

  • Sanjay Panday, Senior VP, DDB Mudra Mumbai, takes on additional responsibility as Head – Gutenberg Networks India

    Sanjay Panday to head Gutenberg Networks India

    By A Correspondent

     

    Sanjay Panday, Senior VP, DDB Mudra Mumbai, takes on additional responsibility as Head – Gutenberg Networks India. Gutenberg Networks is a global integrated marketing production organization with expertise in developing communication campaigns in broadcast, web, press and print.

     

    Mr Panday has been associated with the DDB Mudra Group for over five years and spearheads some of the largest clients of the Group, out of Mumbai. With over two decades of experience, he has worked across major agency networks and handled renowned brands such as Cadbury, ITC, Emirates, Videocon, Emami and Asian Paints, among others.

     

    On his taking charge of Gutenberg Networks India, Mr Panday said, “The global trend of consolidation of artwork, digital studio and pre-production services is now in India. I’m looking forward to help make Gutenberg Networks India one of the best pre-media production services companies in the region.”

     

    Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group, said, “I am confident that Sanjay, with his vast experience across a spectrum of clients and agencies, will lead Gutenberg Networks India to its goal of becoming a strategic business hub for digital studio and pre-media production services.”

     

  • Conceived by O&M, the campaign is using various platforms including social media, microsites, mobile, internet, radio and electronic media

    Mentos’ new Batti Jalao Campaign

    By A Correspondent

     

    Mentos, from Perfetti Van Melle India, was first positioned on the fresh thinking platform with ‘Aam Zindagi, Mentos Zindagi’ campaign. Mentos then evolved, literally, with the ‘Evolution’ campaign which portrayed an alternative theory of evolution where a monkey ate a Mentos and evolved into a man. Now Mentos has been positioned on the smart thinking platform with the tagline ‘Dimaag ki batti jala de’.

     

    ‘Batti Jalao’, the latest campaign by Mentos, is based on the insight that people have a natural fascination for puzzles and mysteries. The campaign uses a riddle with a twist and urges the audience to use their brain laterally. To make the campaign substantial and credible, there is a cash prize of Rs 25 lakh for solving the riddle.

     

    The marketing campaign aims to initiate conversations among consumers. To reach its target audience, Mentos will be using various platforms including social media, microsites, mobile, internet, radio and electronic media. The voice-over has been provided by Piyush Pandey, Ogilvy & Mather’s Executive Chairman and Creative Director, South Asia.

     

    Commenting on the campaign, Nikhil Sharma, Director – Marketing, Perfetti Van Melle India said, “The hope with this campaign is that can engage our consumers in an interesting and never-done-before way. With this communication, we have taken a leap and thrown a challenge to the consumers to solve a bizarre mystery. The entire look and feel for this is witty and humorous.”

     

    Abhijit Avasthi
    Piyush Pandey

    Abhijit Avasthi, NCD, Ogilvy India, added, “With a brand as fun and iconic as Mentos, there’s always this huge question: what next? It’s not easy to catch people by surprise and leave them with a laugh time after time, but we’ve done it yet one more time. And with the ‘Riddle’ campaign we’ve gone a step ahead by giving them something that will play on their minds even after they find out the answer.”

     

    Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather, added, “There comes a time in a brand’s journey where it must do something startling, something radical, even if what it has been doing before has worked really well. The new Mentos ‘Riddle’ campaign does exactly that. It takes a new leap without letting go of the essence of the brand.”

     

  • Looking for more eyeballs, Life OK is showing promos of its serial on cinema screens, in collaboration with UFO Moviez

    Life OK’s Savitri running at a cinema near you

    By A Correspondent

     

    With competition growing, GECs today are finding innovative ways to market their shows. The latest to join the bandwagon is Life OK. The channel, for the launch of its latest offering Savitri, has joined hands with UFO Moviez.

     

    For the first time, the channel’s four-minute promotional content for a Hindi GEC show is being played in cinema advertising in digital theatres with the new film releases of the week.

     

    Speaking on the innovation, Pratik Seal, Marketing Head, Life OK said, “Life OK has always been a firm believer in disruption, whether in terms of content or our marketing strategies. UFO Moviez is a popular platform with a huge reach in Hindi Heartland. We are delighted that along with UFO Moviez, we were able to introduce our show and capture the attention of our audiences.”

     

    Commenting on this development, Siddharth Bhardwaj, CMO & NSH – Enterprise Ad Sales UFO Moviez said, “We are delighted to have partnered with Life OK; this partnership is an example of how UFO continuously makes an effort to innovate and provide value to the brands advertising on its network.”

     

  • The Asian Federation of Advertising Associations recently conducted the inaugural Fast Track Professional Excellence Programme for 25 young professionals from Asia Pacific

    AFAA training inspires young professionals in Asia Pacific

    By A Correspondent

     

    The Asian Federation of Advertising Associations (AFAA) recently conducted the inaugural Fast Track Professional Excellence Programme for 25 young professionals from Asia Pacific.

     

    Originally conceived and announced in 2012, the Fast Track programme was held from February 22 to 24 at Kuala Lumpur, Malaysia. The three-day training covered both personal and professional development to nurture the 25 participants to become extraordinary professionals and leaders in the advertising and marketing industry.

     

    The training included participants from India, Taiwan, Indonesia, Korea, Pakistan, Sri Lanka and Malaysia. When asked about the programme, all 25 participants said that they were satisfied with the programme, with 18 participants saying they were “totally satisfied”.

     

    “It was an honour to spend so much time with such truly wonderful people,” said Dorab Ghadiali, Account Manager at Madison India.

     

    The next Fast Track edition is scheduled for the third quarter of 2014 in Bali. It will be held over three and a half days, and will accommodate up to 40 participants across Asia Pacific.

     

  • Manajit Ghoshal is no longer CEO and Managing Director of Mid-Day Infomedia, as per a Jagran Prakashan internal announcement

    Mid-Day CEO Manajit Ghoshal exits

    By A Correspondent

     

    Manajit Ghoshal

    Jagran Prakashan Limited has announced the exit of Mid-Day CEO and Managing Director Manajit Ghoshal.  JPL is the holding company of the Mid-Day group of publications. A letter from Jagran group CEO Sanjay Gupta was sent to all employees to intimate this on Friday, March 1.

     

    Although MxMIndia could not reach either Messrs Gupta and Ghoshal, the parting is said to be with immediate effect. Old Mid-Day hand Cyriac Mathew will hold charge.

     

    Mr Ghoshal saw a steady rise in the organization. Elevated to CEO in 2008 from his position of the CFO, he was also appointed Managing Director of Mid-Day Infomedia in 2009. When the Jagran group acquired the print and digital business of Mid-Day, Mr Ghoshal continued to hold charge of operations even as he reported to the JPL management.

     

    “The old and new management of the news company reposed much faith in him,” said a former colleague, commenting on Mr Ghoshal’s well-spirited reign and how he raised the bar for his colleagues.

     

  • Even as Salman Khan may be the hottest male star in Bollywood, Shah Rukh Khan remains as popular with brand endorsements having signed deals with beverage-makers Frooti and Tata Tea

    Shah Rukh Khan stays hot in endorsement world with Frooti, Tata Tea in kitty

    By Ratna Bhushan & Sagar Malviya

     

    Salman Khan may be the hottest star on Bollywood, but Shah Rukh Khan remains as popular as ever in the endorsement world, signing back-to-back deals with mango drink Frooti and the country’s largest tea brand Tata Tea. While Parle Agro, the maker of Frooti, confirmed the association, an official aware of the development at Tata Tea said the firm had roped in Shah Rukh to make its tea brand more contemporary.

     

    Both the beverages brands are roping in a celebrity ambassador for the first time. “We have got two very big things working hand in hand. One, an iconic brand like Frooti and a powerful endorser like Shah Rukh Khan,” said Nadia Chauhan, Parle Agro’s joint MD and daughter of company CMD Prakash Chauhan.

     

    Chauhan junior, who at 27 is as old as Frooti, added that Parle Agro had the capacity to cater to 50% growth and more both in terms of manufacturing and distribution. The firm plans to increase its ad spends by over 40% to support its new Frooti campaign with Mr Khan. While company insiders refused to share the size of the deals, industry sources say Shah Rukh Khan is known to charge Rs 3.5-4 crore for a day annually for each brand endorsement.

     

    By roping in Mr Khan, Frooti is taking the fight to Coca-Cola’s Maaza and PepsiCo’s Slice in the mango drink market. “It is a bold statement to make within the category and it will do the brand a great deal in the current competitive landscape,” said Sajan Raj Kurup, founder and creative chairman at Creativeland Asia that handles Frooti account. Frooti has been growing by over 25% over the last three years, the company said.

     

    An industry source, quoting Nielsen data, said that within the overall Rs 450-crore juice drinks category, Maaza has 38% share, followed by Slice at 23% and Frooti at 15-16%. A spokesperson for Tata Global Beverages declined comment on Tata Tea’s association with Shah Rukh Khan.

     

    The official quoted earlier said, “The firm is taking forward its Jaago Re theme with its new association with Khan.” Vinita Bangard, MD of talent management firm Krossover Entertainment, which represents Shah Rukh Khan, declined to confirm the development. Shah Rukh Khan is the second-highest ranked celebrity behind Salman Khan, according to January data by Times Celebex, a monthly celebrity rating index operated by the Times Group. He endorses about 19 brands.

     

    Recent months have been a spate of bigticket endorsement deals, which had slowed down over a year back. While Coca-Cola roped in actors Imran Khan and Parineeti Chopra for Maaza, Dabur signed Ajay Devgn for its digestive candy Hajmola. PepsiCo announced four new faces for its Kukure snacks, and Wipro Consumer Care brought back Saif Ali Khan to endorse soap brand Santoor after a two-year gap.

     

    “Increasingly, brands are turning to celebrities to create buzz and recall, as in the case of Frooti which has signed a celebrity for the first time,” Ms Bangard, who also represents actress Priyanka Chopra among others, said.

     

    The Rs 800-crore Parle Agro, which also sells Appy Fizz and Hippo snacks, grew 15% during 2012 and is targeting over Rs 2,500 crore in sales by 2015. The company said it aims to more than double its 2,500-strong distributor network serving over eight lakh retail outlets.

     

    Frooti, launched in 1985 by the Chauhans, is credited with growing the packaged mango drink segment in the country. The company was also the first to launch a ready-to-drink beverage at a price point of Rs 2.50 a decade ago, which still remains unmatched by its multinational rivals. More than 25 years after introducing juices in tetra packs, Parle Agro last year launched Frooti in returnable glass bottles to challenge the dominance of Coca-Cola’s Maaza, which gets more than half its sales through glass bottled packs.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

    Phograph: Fotocorp

     

  • BCCL is to buy 12% in Dalmia Continental, promoters of the Leonardo and Hudson brands of edible oil

    Oil’s well at the Times Group

    By A Correspondent

     

    Bennett, Coleman & Company Limited (BCCL), otherwise known as the Times of India Group, has taken options to buy upto 12 percent equity in Dalmia Continental Pvt Ltd (DCPL), promoters of Leonardo Olive Oil and Hudson Canola Oil. Leonardo Olive Oil is the market leader and No.1 brand of olive oil in the nation and holds 30 percent share in the olive oil market. Hudson Canola Oil is the leading canola oil imported from Canada.

     

    In 2011-12, Leonardo Olive Oil experienced a growth rate of 120 percent in total revenue with sales of Rs 40 crore. The olive oil sector in India grew at 45 percent over the same period. Leonardo has focused on the use of olive oil for Indian cooking, which is the strategy behind its growth and acceptance by the Indian consumer.

     

    VN Dalmia, Chairman of Dalmia Continental said, “We will not rest until olive oil becomes the main cooking medium in India. India is World No 1 in heart disease, World No 2 in diabetes and World No 1 in hypertension. The high mono-unsaturated fat in olive oil prevents heart disease, reduces cholesterol, fights diabetes and controls hypertension. There is also higher purpose behind our efforts: to improve the health of the nation. Our sole aim is not only to make profits”.

     

    A BCCL spokesperson added, “The Times Group has consistently helped promising brands to achieve their potential. Leonardo is the leading olive oil brand and the Times Group is pleased to be associated with a company and brand that have the potential to grow exponentially due to the consumer’s need for their products as well as the higher social purpose behind their efforts. By targeting investments to selected brands that have high potential, the Times Group has assisted several brands to become super-brands.”

     

    DCPL plans to spend a total of Rs. 100 crore towards its marketing initiatives in the 5 years from 2012-13 to 2016-17. The Leonardo ad campaign, which launched last year, has been designed by Euro RSCG.

     

  • Draftfcb Ulka has created two new TVCs for Tata Docomo, taking the network's story further into the domain of social networking

    Draftfcb Ulka creates two TVCs for Tata Docomo

    By A Correspondent

     

    Draftfcb Ulka has created two new TVCs for Tata Docomo, taking the network’s story further into the domain of social networking. Having embarked on a journey for driving data connectivity through “Network everywhere. Always”, the new TVCs highlight the advantage of being on the network for those whom social networking is the means to have an on-going conversation with their world.

     

    Capturing the very innate need of today’s youth to share their experiences real-time through photographs, videos and posts on social networking sites of their choice. Not having access to a data connection creates a vacuum in their life and this is where Tata Docomo ubiquitous network and data plans come in.

     

    Vasudha Misra, Sr Creative Director, Draftfcb Ulka says, “We took the age old idea of sharing and gave it a facelift. The idea here was to express the impulse to share our experiences and stories as we live them.”

     

    The creative idea takes the leap from this very need of today’s youth, the need to stay connected from anywhere, anytime. This is being driven through the plot in the TVC that of a guy sharing his experience on a hill top with his friends and family.

     

    Ritesh Ghosal, Head – Brand Marketing, Tata Docomo, says, “Tata Docomo has long been the preferred choice of the internet using audiences because of its flexible plans and superior data experience. The new campaign brings to life the advantages of being on a robust data network for people who can be struck with the impulse to share anywhere, anytime.”

     

    The campaign has two TVCs, which went on air in February.

     

    Credits

    National Creative Director – KS Chakravarthy

    Sr. Creative Director – Vasudha Misra

    Creative team – Deepika Chauhan, Robin Thomas, S Srinath, Sandeep Kalra

    Account Management – Sridhar Iyer, Sudipto Poddar, Kanika Rawal, Anuraag Shrivastav &

    Dyuti Biswas

    Agency Producers – Alpa Jobalia, Mazhar Khan

    Production House – Footcandles Production

    Director – Ayyappa

    Producer – Amarjeet Phukan

     

  • For the 2013 Frooti campaign film, Creativeland roped in Indian cinema superstar Shahrukh Khan, who transforms innocent onlookers into drooling, gulping, longing, lip-smacking children

    Creativeland drools for Frooti

    By A Correspondent

     

    For the 2013 Frooti campaign film, Creativeland roped in Indian cinema superstar Shahrukh Khan, who transforms innocent onlookers into drooling, gulping, longing, lip-smacking children with the ‘Magic of fresh and juicy mangoes’.

     

    The film, shot after a game practice, intercuts between Shahrukh gulping Frooti and a bunch of little soccer players yearning for the mango drink. The little kids drool uncontrollably and their thirst for the bottle of Frooti seems unabashed. When Shahrukh is done with his Frooti and looks around, he is taken aback to see the players (who were actually adults) staring at him in child-like innocence. He says ‘what?’ and breaks them out of the spell. The embarrassed players smile sheepishly and get back to what they were doing. And, in the background two little players, who saw the whole thing unfold, break into laughter. What makes the ad even more enchanting is the beautiful, soulful track that holds the film together. The ad is sure to appeal to the fun-loving, excitable youth with its promise of ‘fresh n juicy mangoes’.

     

    “This year one of the key aims was to capture the feel of relishing a bottle of Mango Frooti and up the appetite quotient. I am particularly glad to have been able to do it notably and still retain the quirk and edge that we have consistently aimed at with Mango Frooti communication. I have personally enjoyed the challenge of bringing it alive”, said Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia.

     

    Nadia Chauhan Kurup, MD and CMO, Parle Agro, explained, “Fresh ‘n’ Juicy is an integral proposition to brand Frooti. This year we decided to take it to level higher and treated it as the essence of our new campaign positioning. And in this way, The Magic of Fresh ‘n’ Juicy Mangoes was created.” She adds, “For the first time in the history of Frooti, we have associated a celebrity as large as Shahrukh Khan to endorse the brand. We believe that merging with brand King Khan, will further enhance magic of the brand and fuel our growth plans.”

     

    The film is backed by a holistic marketing plan which includes innovative outdoor, BTL, mall activation, visibility at retail outlets (POP) and strong digital presence. Social media will be the focus of the communication plan, with activities on Twitter and Facebook.

     

    The film is directed by Prakash Varma of Nirvana Films.

     

  • Starting March 16, Storyboard will be hosted by Naomi Datta and edited by Anant Rangaswami

    Storyboard dons new avatar on CNBC TV18

    By A Correspondent

     

    Storyboard, the longest running feature show on CNBC-TV18, returns after a break. Starting March 16, the show will be hosted by Naomi Datta and edited by Anant Rangaswami. Since the launch of Storyboard in 2001, the show has analysed developments in advertising and marketing, giving viewers a ringside view of the business of brands.

     

    In its new avatar, Naomi Datta will be hosting the show. A television journalist, presenter and producer for 14 years, Naomi Datta started out with CNBC-TV18. Next, she moved to the Times Group as a core member of the Times Now start-up team. Later, she worked with MTV and Endemol India as a consultant. Talking about her new role, she said, “I was part of the team that launched Storyboard 12 years ago – and am delighted to be a part of Storyboard’s exciting evolution to the next level. Our hope is to energize an already iconic show with a wider variety of information and trends relevant to brands, marketing and advertising. The aim is to make Storyboard as interactive and contextual as possible for the audience.”

     

    The show will be edited by Anant Rangaswami, the founder editor of Campaign India magazine, who has over 20 years’ experience in media and advertising. He began his career in media and advertising with Star TV, moving on to Sony’s SET and next to BCCL’s Times Television and Times FM, and shifting to advertising as head of TBWA India’s Mumbai and Pune offices. He then made the leap into journalism.

     

    Talking about the new Storyboard, Mr Rangaswami said, “Anuradha SenGupta, who launched Storyboard, has decided to move on. She has done a fantastic job with the show, and we will build on these foundations. The business of brands and communications is now changing at a furious pace, and the new Storyboard will keep viewers abreast of the latest developments in the business.”

     

    Elaborating on the marketing strategy for the new show, Suranjana Ghosh, Marketing Head, CNBC-TV18, said, “Storyboard aims to be the curator of everything a marketer ought to know. The new show will be business-like, current, edgy, entertaining and informative, addressing all those who want to understand the role of A&M in business.”

     

  • Ormax Trac20 will track the advertising recall and effectiveness for IPL 6 advertisers who subscribe to the research, through a series of parameters

    Ormax Media announces India’s largest IPL research, ‘Ormax Trac20’

    By A Correspondent

     

    Media insights firm Ormax Media announced that it will be conducting India’s largest syndicated research to measure the impact of sponsorship and advertising on the brand partners of IPL 6. The research called ‘Ormax Trac20’ will be conducted across 9,000 respondents in three phases – pre-IPL, during the IPL and post-IPL – for the sixth edition of the tournament this year.

     

    Ormax Trac20 will track the advertising recall and effectiveness for IPL 6 advertisers who subscribe to the research. This will be done through a series of parameters, such as ad recall, ad likeability, innovations sponsorship recall and brand imagery impact. The study will measure key perceptions of IPL, such as team loyalty and viewing behaviour. Additionally, early subscribers will be allowed to add customized question to the track to suit their specific requirements.

     

    Shailesh Kapoor

    Speaking about Ormax Trac20, Shailesh Kapoor, CEO, Ormax Media, said, “Ormax Trac20 is by far the biggest IPL research India has ever seen. It can be used by brands to measure the effectiveness of their association with IPL 6 at various levels, allowing them to take business decisions to optimize their high investments in IPL, both during the course of IPL 6 as well as for future seasons. The research is relevant for all advertiser types, be it ground sponsors, television sponsors or spot-buy driven advertisers.”

     

    The research will be conducted in the nine home markets for the franchisees, namely Mumbai, Delhi, Chennai, Hyderabad, Bangalore, Kolkata, Pune, Chandigarh and Jaipur.