Category: NEWS

  • Palasa bags Streax Xenoh deodorants

    By A Correspondent

     

    Palasa Creative Place, a Mumbai-based agency set up in 2004 by Sandeep Bomble bags the Streax Xenoh Deodorants the adventurous deodrant brand of Hygienic Research Institute Private Limited (HRI).

     

    The commercial features celebrity Rannvijay Singh, Brand Ambassador Streax Xenoh.

     

    Riding on the idea, ‘Live Fearless’ created by Palasa, the new TVC is about the difference and a chase between a group of guys and a single fearless guy. It’s about the decisions that this single protagonist featuring Ranvijay takes with confidence in his stride.

     

    The new TVC highlights the way Xenoh deodorant adds to one’s personality. The basic message is to convey that if you are fearless, you get things your way.  At the same time, through this commercial the new Xenoh variant Night Out is introduced.

     

    Sandeep Bomble

    Speaking on the idea and the concept behind the commercial, Sandeep Bomble, Founder & Creative Director, Palasa Creative Place, said, “The thought was to portray that the attitude of the man lies in his confidence to face the world. Also we had debates on things that impress women and we came to a conclusion that no doubt good looks, roses, letters, etc are known to impress them but today women seek beyond these things. They look up to men who are fearless and confident. Thus, Palasa’s idea of ‘Live Fearless’ perfectly blends with the thought, which gives man a larger than life attitude. Hence we personified the product to something that brings forth the fearless instinct of the man that allows him to go ahead and get what he desires.”

     

    With increasing competition in the deodorant segment, the communication breaks free from the clutter of today Indian men becoming extremely conscientious about their personal grooming and hygiene levels. The brief was simply to retain the oomph factor but have something more as an idea that could be communicated to the audience and not simply go the cliched way of showing the girl being attracted to man with just the whiff of the fragrance. Men love sports and adventure; however this passion also brings along with it the unnecessary baggage of body odour.

     

    Credits:

    Client: Streax Xenoh Deodorant

    Executive Director, HRIPL: Ashish K Chhabra

    Concept: Palasa Creative Place

    Production: Red Ice Films

     

  • Sahara Q Shop set to expand in Maharashtra

    By A Correspondent

     

    After successfully launching quality products in the states of Uttar Pradesh, Rajasthan, Bihar, Jharkhand, Uttarakhand and Delhi NCR, Sahara Q Shop is set to launch its operations with 3,780 exclusive stores in the state of Maharashtra.

     

    Business conglomerate Sahara India Pariwar ventured into the Fast Moving Consumer Goods (FMCG) and quality consumer merchandise retail sector with the launch of ‘Sahara Q Shop’ on August 15, 2012.

     

    ‘Sahara Q Shop’ was launched with an aim to provide unadulterated, standardized high 100 percent quality products at the right prices and has over 300 products in the category of food (staples and processed food) non food (personal care and home care), general merchandise, consumer durables and Lifestyle products.

     

    In phase 1, Sahara Q Shop conducted a pilot project for its exclusive retail model in select cities and received overwhelming response from esteemed customers and exclusive retailers.

     

    Romie Dutt, Chief Executive Officer, Sahara Q Shop, said “We have received overwhelming response from markets where Sahara Q Shop piloted its operational model for franchisee/exclusive retailers; it has emerged as sustainable income model at appropriate price providing unadulterated 100 percent pure quality consumer merchandise to our esteemed customers in their neighbourhood.”

     

    The company will provide all the necessary training, collaterals, in-store branding, marketing support to successfully run the store. The average monthly sale expected is Rs5, 00, 000 to Rs 8, 50,000 from 300 sq feet to 500 sq feet respectively. Sahara Q Shop will shortly have seminars to identify the right fit for their franchisee/exclusive retail operations in different cities of Maharashtra.

     

  • BIG RTL to ‘Thrill’ Mumbai & Delhi

    By A Correspondent

     

    BIG RTL Thrill, the action channel from the joint venture between Reliance Broadcast Network and Europe’s RTL Group, will now be available on digital distribution platforms in Mumbai and Delhi. Launched earlier this year with much fanfare in Uttar Pradesh, the channel with the tagline Action ka Baap, airs internationally acquired content dubbed in Hindi.

     

    Tarun Katial

    Speaking on the occasion,  Tarun Katial, CEO, Reliance Broadcast Network said, “BIG RTL Thrill has performed excellently in the regional market of Uttar Pradesh, consistently delivering strong numbers. With its distinctive international dubbed content, the channel has already outperformed other regional male-targeted channels and now makes its entry into the metros of Mumbai and Delhi.”

     

    On plans for the future, Mr Katial said the channel plans to further grow to other key markets in the Hindi-speaking belt in a phased manner.

     

    In Mumbai and Delhi, the channel has signed deals with Indigital, Hathway, Digicable, 7 Star, JPR Spacevision, ABS, Siticable, Home Cable and Star Broadband enabling it to expand its coverage to reach out to over 6.5 million households across both cities. This move is in line with its business plan of reaching out to audiences across 1mn+ towns in the Hindi-speaking markets (HSMs) in a phased manner.  The channel aims at creating a new genre of entertainment for male audiences across Hindi-speaking markets.

     

  • Havas appoints Abhishek Jain to head buying for West

    Abhishek Jain

    By A Correspondent

     

    Abhishek Jain will head buying for the west for Havas Media India, with the buying and operations team reporting in to him. Prior to joining Havas Media, he was with Lintas Media Group managing buying for Maruti and Sony.

     

     

     

    Anita Nayyar

    Commenting on the appointment Anita Nayyar, CEO, Havas Media Group India & South Asia said, “We already have an established presence in the West with cross-industry clients and are looking to further expand our footprint. Abhishek’s talent will bring additional, innovative and value offerings to our clients and the region.”

     

     

     

     

    Kunal Jamuar

    “Abhishek joins us with a rich experience of over 13 + years which spans across media planning and buying, having worked on several key businesses and categories. He has a strong understanding of his mandate and we are glad to have him in the Havas family”, said Mohit Joshi, Managing Director, Havas Media India. “His skill will go a long way in delivering a better client experience,” said Kunal Jamuar,

    Executive Director, West, Havas Media India who he will be reporting in to.

     

     

    Mohit Joshi

    “It gives me great pleasure to come back home to Havas Media after 2.5 years. Anita Nayyar and Mohit Joshi have always been an inspiration, a great team of Business Mind and Strategy. Havas is the fastest growing media agency now who values both its clients and its people and I am happy to be a part of it”, said Mr Jain.

     

  • CLA creates dream sequence for Appy Fizz with Saif

    By A Correspondent

     

    For the national marketing campaign of Appy Fizz, Creativeland Asia has used brand ambassador Saif Ali Khan’s dream as the new hangout spot for the drink.

     

    In the TVC, which released on the official brand YouTube channel, Appy Fizz walks into Saif’s dream of a dance sequence on the hit number ‘Mein Khiladi, tu Anadi’. Midway through the dream when Saif realizes Appy Fizz is in his dream, he is miffed at him. Nonetheless, they continue to enjoy the limelight together, jumping around doing funky dance moves to the peppy Bollywood track.

     

    The campaign opened on social media platforms; Twitter and Facebook. #SaifNFizzhangout trended constantly on Twitter both in, India and worldwide. Thus, increasing the base of consumers for engagement in real-time for remainder of the year.

     

    This year, Creativeland has redesigned the packaging of the can variant of Appy Fizz to provide fresh content for its young and loyalist consumers. The can highlights the witty and fun ‘can’ jokes in a graffiti-inspired font.

     

    Says Nadia Chauhan, Joint Managing Director & CMO, Parle Agro, “Since the launch of Appy fizz, we have year after year launched highly differentiated creative and marketing strategies. While we launched the sparkling fruit based beverage category in India, many brands soon followed.” Speaking on the brand, she further added, “Our unique approach towards the brand is what has resulted in us having a 99.9% market share and has resulted in the brand growing by a triple digit growth rate year on year. Our 2013 campaign is particularly very exciting because our own Appy Fizz does a Bollywood number. And this has already shown us huge results in creating scale and cut-through, making the brand larger than ever before.”

     

    Commenting on the campaign, Sajan Raj Kurup, Founder and Creative Chairman, and who is also the director of the film, said, “Appy Fizz films are always delightful to do. They are funny, crazy, and very Appy Fizz. I particularly enjoyed this one since this is the closest I have got to do a Bollywood item number. It was great fun working with Appy Fizz and Saif Ali Khan. They both behaved well on the sets.”

     

    The campaign has been conceptualized by Creativeland Asia. The film has been directed by Sajan RaJ Kurup himself and has been produced by ESTD (Easier Said Than Done) films. The visual effects and the animations are created by MFX in Kuala Lumpur.

     

    On this continuing association, Actor Saif Ali Khan says, “I’ve been hanging out with Appy Fizz for two years now and this is our fourth cool commercial. I can’t put in words how much I enjoyed shooting with my buddy. So I danced. Ok, we danced. But really, working with Appy Fizz and Parle Agro has been awesome. The premise of this new TVC is the coolest by far. (It’s like my dream come true!) The music is something I’ve been a part of before. Reliving something like that after almost 19 yrs was really special.”

     

    This campaign also marks the addition of new content on the brand microsite www.appyfizz.com. The new content involves a fresh website design including witty one-liners, a cool new interactive chat window, where consumers can talk and ask as many questions to Appy Fizz online. There will be two new digital elements that include a blog ‘Fizzy logic’ and a ‘Fizz’ video channel.

     

    This year, the campaign activities also include making available to consumers Appy Fizz branded merchandise and accessories. These branded products can be bought on the brand microsite.

     

  • Do journalists need to be qualified?

     

    By Ananya Saha and Meghna Sharma

     

    Press Council Chairman Justice Markandey Katju recently issued a press note that said, “Since the media has an important influence on the lives of the people, the time has now come when some qualification should be prescribed by law”. Justice Katju announced a committee mandated to “consider all aspects of the matter” and submit a report to him “suggesting the qualifications a person should have before he can be allowed to enter the profession of journalism”.

     

    The committee constituted by him, in addition to its mandate of recommending qualifications for journalists, will also recommend in what manner the Press Council can supervise and regulate the functioning of the institutions and departments of journalism in India so that high standards of imparting knowledge in journalism are maintained.

     

    MxMIndia spoke to senior journalists, academics and industry observers for their views on this (in alphabetical order of their last names).

     

    Prof Chandan Chatterjee, Director, Symbiosis Institute of Media & Communication

    The role of education in building a foundation for thinking as well as building an worldview is well-accepted. More so for professions that have an ability to shape the thinking and beliefs of a society

     

    Journalists are the scribes and opinion leaders of modern society and culture which can impact a nation’s destiny, or the adoption of a new way of doing things. Hence, journalists ought to have capabilities and skills of recording facts and events and also analyse and interpret their observations.

     

    The role of upgrading curriculum of post-graduate Journalism courses, to reflect the current trends and thinking becomes equally important. And, like most other professions, journalists too need to be re-skilled and upgraded in their specific areas, periodically.

     

    After all, every point of view has two sides. It takes a balanced and educated mind to get the breadth and depth of issues involved. Else, we will have to learn with just one point of view!

     

    Deepa Gahlot, Film Critic

    To be a journalist or a film critic one needs to have certain attributes – ability to write and passion for the medium. If one has aptitude for it then qualification only adds to it. Therefore, both training and education go hand-in-hand.

     

    Today, a lot of newspapers carry articles written by people who have nothing to do with journalism too. Having said that, I do believe that a degree will only help the person. Also, it depends on an organization, what are they looking for – someone with good skills but no degree or someone with a degree and good skills.

     

    I won’t say that Katju’s recommendations are harsh because even if one is passionate about law but he/she still can’t practice without a law degree, why not for journalism?

     

     

    Arati Jerath, Senior Journalist

    I think journalists need qualifications, which are not necessarily taught in journalism school. A good journalist should have the nose for news especially in a war or terrorist situation, extract right information, should be a sensitive human being when reporting on a rape case or terrorist attack. It cannot be taught in any institution. These are the values that they imbibe from their parents, schools, colleagues, mentors.

     

    Most media houses are very professional and hire talent based on their requirements. If the new hire does not perform, irrespective of their qualification, they are let go. A journalist needs to be a good reader, researcher but mostly, they learn on the job outside of the formalized structure.

     

    The Press Council’s role is of being an ombudsman and a watchdog in case media oversteps. Frankly, the council is trying to impose professional qualification on a person who wants to become a journalist.

     

    Chandramohan Puppala, Senior Journalist

    This is debatable. Yes, the basic qualification is necessary but not necessarily in journalism; it could be any basic qualification that would equip a person to make them capable of understanding situations or aspects. In my career, I have hired many new people as journalists who are far more knowledgeable and equipped than journalists who have spent years in journalism or have earned degrees in journalism. It is important, however, that a crime-beat reporter has orientation towards the subject. A reporter who covers economy will be more equipped if he has a degree in economics but it is not necessary that if they have a degree, they will turn out to be a good journalists!

     

    There are, in any case, very few specialized beats; journalists are all-rounders, and that happens over a period of time: during school, on field, the right sources, and is not dependent on a single qualification.

     

    Prof Dr Kiran Thakur, Journalist-turned media teacher

    Justice Markandey Katju’s plan to prescribe qualifications for journalists is absurd and Utopian. By his logic, politicians should be qualified in political science and NGO founders should be trained in social work. If he wants legal beat reporters to be law graduates, war correspondents will have to be trained in military science if not in warfare, health reporters in medicine, farm journalists in agriculture and so on.

     

    He will do well to realize that qualifications for reporters and sub-editors alone would not suffice. The owners of media houses, print and electronic, should also possess qualifications. The owners should be trained particularly in media ethics and their social responsibility. Justice Katju should recall the fate of the report of the Press Council committee on paid news. The representatives of owners in the Council opposed the committee and its recommendations.

     

    I do not understand why the PCI should be burdened with responsibilities to supervise and regulate media schools. There are bodies in the university system to look into these aspects. Let them discharge these responsibilities with efficiency. In the meantime, Justice Katju should find ways how the PCI can function effectively.

     

    Paranjoy Guha Thakurta, Independent Journalist and Educator

    The idea is ridiculous. It is like saying that if you want to become a politician, one must have a BA or a MA degree. The issue of lowering standards of journalism, values or journalism ethics becoming less important or declining quality is very separate. Mr Vinod Mehta himself said that he flunked his graduation exam, and look at him today. Pritish Nandy flunked his exams, and they were not even studying journalism, and look at them today. There is no dearth of examples of journalists who have succeeded without degrees much as journalists with degrees such as Dr Chandan Mitra. The ability to communicate, write or express articulately is nothing to do with a qualification in journalism.

     

    The Press Council should be concerned much more about its own role and duties than all of this.

     

     

  • Not just playing around: Angry Birds on Cartoon Network

    By A Correspondent

     

    Cartoon Network has partnered with Rovio Entertainment to bring Angry Birds Toons, an animated TV series based on the globally successful and trendsetting game, Angry Birds, to Indian children’s television. Premiered on Saturday, March 16, the weekly series will air in the mornings.

     

    The series is based on the life of the Angry Birds living on Piggy Island. Red and his fearless feathered companions, Chuck, Matilda, Bomb, Blues and Terence, must band together to protect their eggs – and their future – from the wily plotting of the Bad Piggies. With only their wit and determination to guide them, they must overcome the Piggies’ superior technology and seemingly insurmountable numbers. But they have one great edge…t he Piggies’ astounding stupidity! Angry Birds Toons brings to life the characters and adventures from the popular game, and reveals the fun and sneaky worlds of the Birds and their nemesis Piggies.

     

    “We’ve long wanted to tell our fans the story of the Angry Birds and the Bad Piggies, to introduce their personalities and their world in detail,” said Mikael Hed, CEO of Rovio. “We’re delighted to partner up with some of the best video-on-demand providers and TV networks across the world. It is an important milestone for us on our journey towards becoming a fully-fledged entertainment powerhouse.”

     

    “We’re delighted to introduce the Angry Birds and Bad Piggies characters and their world in more detail to our Indian fans. We combine the look and feel of cartoon classics with modern twists to slowly reveal a vast backstory. Our team has been working tremendously hard to once again delight our fans with a new way to experience these loveable characters”, said Nick Dorra, Head of Animation at Rovio Entertainment.

     

    Krishna Desai

    Krishna Desai, Senior Director and Head of Kids vertical, Turner International India Pvt. Ltd. said, “At Cartoon Network, we pride ourselves on understanding kids and delivering innovative and entertaining content to them. The Angry Birds games are a global phenomenon with kids and adults and we look forward to partnering with Rovio Entertainment as the broadcast partner for Angry Birds Toons animated series. We are certain that kids will be enthralled and excited to watch this adaptation of Angry Birds on Cartoon Network!”

     

    Angry Birds Toons will feature 52 episodes.

     

  • 6th Mint Luxury Conf to explore the next decade of luxe biz

    By A Correspondent

     

    The business daily from the house of HT Media, Mint, has announced the 6th edition of Mint Luxury Conference in New Delhi. The theme for the conference is “Luxury in India: The Next Decade.”

     

    The two-day conference on 22 and 23 March will take a hard look at this new world order of all things luxurious. The stalwarts from the luxury industry will debate, ideate and proffer suggestions for the luxe street – For the ones who walk that street with ‘branded’ glam and for the ones who aspire to walk that street.

     

    In view of the growing importance of the country in the global luxury industry, Mint has initiated a conference to bring together stakeholders to a common platform to discuss the business of luxury. The luxury conference is the largest event of its kind in this sector. Industry experts, designers, marketers and owners of prestigious international luxury brands will be coming together for multiple sessions spread across two days of the conference.

     

    This year marks the 6th Anniversary of the Mint Luxury Conference. The conference will be opened by Anand Sharma, Hon. Union Minister of Commerce & Industry and Textiles, followed by other eminent luxury industry experts including Fulvia Visconti Ferragamo, Vice President, Salvatore Ferragamo, Renaud Dutreil, Chairman, Tigre Blanc, Armando Branchini, Executive Director, Fondazione Altagamma, to name a few. Alberto Piantoni, CEO Missoni and Mark Henderson, Chairman, Gieves & Hawkes and Chairman, Savile Row Bespoke will be seen butting their heads while discussing “The Challenges of Dressing India”. Indian design star Tarun Tahiliani along with Ashok Som, Associate Dean, ESSEC, John Ayton, Founder, Links of London and Founder, Annouskha and Sanjay Kapoor, CEO, Genesis Luxury will be heard debating the topic – “The Luxury Market in India is set to explode”. Actress and entrepreneur Preity Zinta will be talking about “My Favorite Things…”

     

  • Malayalam academic PS Radhakrishnan wins Nat Award for film criticism

    By Ananya Saha

     

    Forty-five-year-old Dr PS Radhakrishnan was evaluating a PhD when his students told him he had won the National Award as Best Film Critic. The Director and Associate Professor for Literature and Arts, School of Literature at Mahatma Gandhi University has been writing about films and on films since 1995. His film writings have won Kerala State Awards in 2009, 2010 and 2011.

     

    Ecstatic, Dr Radhakrishnan told MxMIndia, “I have always written in Malayalam. So when my students told me I have won the National Award, I asked them to check their facts. I never thought that someone who has been writing in Malayalam would win the coveted National Award. I feel privileged to be a part of it.” Though he felt overwhelmed for the first few minutes, the feeling sunk in with the deluge of congratulatory messages.

     

    Dr Radhakrishnan’s essays have centered around ‘Nationalism and Cinema’. His writings appear in the Malayalam dailies and weeklies. He has written on stars such as Rajnikath, Dev Anand among many others. An avid fan of films, he vouches for movies such as ‘Bicycle Thief’ and ‘Aparajito’, which is a sequel to ‘Pather Panchali’. “When you start watching a lot of movies, you get to know what is missing or what could have been added to make a film more perfect,” he said.

     

    The academician did his postgraduation in Malayalam Language and Literature and PhD from Mahatma Gandhi University in Indian aesthetics and Malayalam Criticism. Dr Radhakrishnan has written five books till now, with only one being centred around movies: History and Film, which also won the State Award.

     

  • Mindshare announces Siddharth Sethi as Digital Leader

    By A Correspondent

     

    Mindshare, the flagship media agency of GroupM today announced the appointment of Siddharth Sethi as Leader, Digital for Mindshare India. In his new role, Mr Sethi will be responsible for boosting the agency’s full-service digital offerings geared towards actively pushing Adaptive Planning, Performance and Digital Analytics to the fore. Based out of Mumbai, Mr Sethi will report to Ravi Rao, Leader, Mindshare South Asia.

     

    Mr Sethi’s last stint was as Director, India for Xaxis, another GroupM company. As Director, he successfully started and built up the company operations in India.Xaxis is today delivering targeted digital media products that allow advertisers to reach and better understand their audiences at massive scale. Xaxis delivers these products through the expert use of consumer data, advertising technology and media relationships.

     

    Mr Sethi has over 12 years of experience in Media management, Marketing and Product Management. He has spent the last 7 years focused on helping digital start-up’s create products and revenue streams.

     

    An alumnus of Mudra Institute of Communications (Ahmedabad), Mr Sethi has also been through Nasper’s Harvard Program in Strategic Marketing. He began his career as a Media Planner at Madison, a Brand Manager at BenQ, and was last with IBIBO as VP.

     

    Welcoming Mr Sethi, Ravi Rao, Leader, Mindshare South Asia, said, “We are very fortunate to have someone with such integrated expertise at the helm of our digital offerings. Sid’s experience of having led Xaxis in India will be another factor in enhancing the overall digital offering as well his entrepreneurial culture will take Mindshare into a league of its own, well within the Original Thinking Framework for all brands. He is technologically savvy, understands the brand space and is performance driven.”

     

    On his move to Mindshare, Mr Sethi said, “I am delighted to be joining an agency with such an impressive digital portfolio. Over recent years Mindshare has really built a strong digital team with some really impressive digital and social media campaigns under its belt. I am really looking forward to building on this reputation.”

     

  • Strategy of Proof is our mantra: Bharti AXA CMO

    By A Correspondent

     

    The latest campaign by Bharti AXA Life Insurance Company with its sister concern, Bharti AXA General Insurance on “The Dedicated Claims Handler”, claims to redefine service standards in the Insurance category.

     

    The TV ad has used a ’70s Bollywood song to fit an insurance situation and to bring in satirical humour. The TVC showcases the hapless customer running from pillar to post to complete Insurance paperwork. But the Hindi Song “Aap Yahaan Aaye” in this context makes the whole film entertaining whilst still conveying the angst of running after a claim. The Bharti AXA Life Solution comes in the form of the Dedicated Claims Handler who proactively contacts the customer and handles his claims process end to end.

     

    The TVC has been directed by Rajesh Krishnan of Soda Films, and conceptualized by Publicis.The campaign went on air on 8th Feb and has run nationally across all major channels.

     

    MxMIndia spoke to the company’s CMO, Saujanya Shrivastava, to know more about the campaign and in the competitive world insurance, what is the biggest challenge.

     

    Creative Agency: PublicisNational Creative Director: Ashish Khazanchi

    Client servicing: Paritosh Srivastava,Chandan Jha, Dharal Goshalia, Sherley Lavingia

    Production House: Soda Films

    Director: Rajesh Krishnan

    Spends / Budget – Rs. 12cr

    What are the marketing activities that you undertake to build your brand?

    We leverage the global AXA framework of Strategy of Proof to continuously prove that as a financial protection brand, we are trustworthy and safeguarding customer’s interests are at the heart of what we do. Our brand marketing initiatives are centered around high decibel national mass media campaigns as well as on ground customer activation.

     

    These could be specific proof points related campaigns or tactical ones driven by the need to build awareness around our winning product propositions. eg. we are present on the India Australia series with ESPN Star Sports as an Associate Sponsor to build awareness around the Bharti AXA Life Monthly Income Plan that is ideally suited to meet the lifestage related needs of customers such as retirement & child education expenses.

     

    To drive the sales of our hugely successful online term plan, we have a robust internet marketing plan that includes Search & Display programs. We are also the presenting sponsor for Budget 2013 on Moneycontrol.com

     

    What are the key insights behind your marketing activities?

    Our differentiation strategy is predicated upon the Strategy of Proof framework that involves providing customers with tangible evidence by way of “proofs” of having answered key expectations that they have of the category. This powerful framework allows us to look at every aspect of the customer journey and to unearth insights that are relevant, incisive and meaningful.

     

    What is the thought process behind the joint nationwide TV campaign by Bharti AXA Life Insurance with its sister concern, Bharti AXA General Insurance?

    The Insight

    Claim settlement is a key moment of truth for our customers. The family of the policy holder is in turmoil due to an unfortunate incident in their lives. At times of distress, a claimant should not be made to run from pillar to post to get what may be rightfully theirs and he expects promptness and care from the insurance company.

     

    The Creative Concept / Idea

    The film questions this thought process, i.e., why run after your insurance company to get your own claim settled? The background score of a yesteryear Bollywood song compliments the visuals and adds a humorous flavor to a serious subject. The solution to this problem appears in the form of a Bharti AXA Dedicated Claims Handler who assists the claimant with paper work and query resolution.

     

    What makes this campaign unique?

    The TV ad itself is path breaking as it has been amongst the 1st to juxtapose a 70’s Bollywood song to fit an insurance situation, bringing in satirical humour. ‘Claims’ is the moment of truth and raison de tre of the category. The Bharti AXA Life Solution comes in the form of the Dedicated Claims Handler who proactively contacts the customer and handles his claims process end to end.

     

    What is your biggest challenge today?

    Bharti AXA Life has been able to build strong brand recall in the consumers’ mind and we are now amongst the top life insurance brands in the country. The challenge going forward is to exceed customer expectations by unearthing powerful “proofs” that can truly redefine the category.

     

     

  • AdoRoi launches response-led media planning

    By A Correspondent

     

    Mumbai-based AdoRoi Marketing Science has introduced two new product offerings – Response Led Media Planning and Ad Insertion-to-Sales tracking.

     

    Amit Nevrekar

    Said Amit Nevrekar, Chief Operating Officer, AdoRoi, “It’s a scientific way to study the effectiveness of the media plan through Response per Spot (RPS) and Cost per Response (CPR)”. Explaining the concept, Mr Neverkar said: “The Ad exposure/ response are identified through unique Ad-Tracking codes for each media vehicles across TV, Print, Radio and Internet.” The response is analysed through a proprietary real time reporting software and Client Dashboard. The main advantage of this methodology is it provides Advertisement Exposure for a particular issue/insertion as against the current Media Vehicle Exposure based on Reach & Frequency model. The responses can further be analysed by media, creative, spot duration, placement, Ad-size, page no etc. The model, according to Mr Nevrekar, is beneficial for brands, which don’t just carry out brand awareness creation exercise but aggressively practise direct marketing for instant conversions through call for action or promotional offers.

     

    In this method, the dealer panel in PAN India Print campaign is replaced by AdoRoi’s unique Ad-Track tele code per media vehicle, thus saving the effort and also cost per sq cm. When any customer calls for an enquiry, his/her call is directly patched with the nearest dealer basis his Geo-position and the dealer database through our patented technology. Each customer enquiry is provided with a promo-code linked to media vehicle which can be tracked against sale. The responses generated per insertion across media vehicles can be analysed on real-time client dashboard. The learnings can be efficiently used for optimizing the media plan for better ROI by maximizing RPS and minimizing CPR.