Yes, the 2014 edition has been much delayed, Â but it’s here. Yesterday, on the happy occasion of Baisakhi, Bahag Bihu, Vishu, Puthandu, Vaisakhadi, Mesadi and of course Ambedkar Jayanti, we launched the edition officially.
As many as 121 captains of the industry have written exclusively for the Annual… on what ticks for Indian consumers. Â We wanted this to be a guest writers-only issue so the MxMIndia team of writers, columnists and staffers have not written for the issue.
The attempt is to make it reader-friendly, and not one where you have to hunt for content within advertising.
The magazine is being distributed across the country to our database and it will be with you in the next week. We have restricted the distribution to only a select number of people in the industry.
Although it’s for private circulation with the cover price of Rs 250, the magazine can be bought in bulk from our office in Mumbai at a special rate. Write to sales@mxmindia.com and we’ll respond asap.
Soon, a special paid-for edition will be available for e-readers and popular e-magazine platforms.
For a channel that does such big ticket entertainment shows like Khatron Ke Khiladi, Bigg Boss, 24 and of course a slew of top-rated serials, ‘Mission Sapne’ is a unique concept in societal welfare. And now Tata Motors has joined Colors on this special initative for underprivileged individuals that starts on Sunday, April 27 at 8pm.
To be hosted by popular actress Sonali Bendre, brings together celebrities from various walks of life and encourages them to leverage their fame for the benefit of the common man. As a part of the show, audiences will get an opportunity to see their favourite celebrities step into the shoes of the common man for a day and earn their daily wage.
Season one of the show will see Salman Khan turning a barber, Varun Dhawan being a pattiwala, Harbhajan Singh as a namkeen seller, Mika Singh as a chaiwala, Ranbir Kapoor as a vada pav seller, Karan Johar as a photographer and the list goes on. The celebs will use their talent, wit and star persona to bring a change in their ordinary and tough life. Each of the celebrities have participated in the show pro bono.
Speaking about the partnership, Ankush Arora, SVP – Passenger Vehicles Business Unit (Commercial), Tata Motors, said, “At Tata Motors, we have always believed in putting our customers first and through our association, with Colors for Mission Sapne, we hope to ingrain this thought further amongst our audiences. The show’s focus on working towards the betterment of the society has struck a chord in our hearts and we look forward to contributing, in our own little way, towards this cause.”
Raj Nayak
Speaking about their latest venture, Raj Nayak, CEO, Colors says, “We are extremely delighted to announce our partnership with a like-minded organization like- Tata Motors through this property. We’re also very thankful to each and every celebrity who voluntarily joined us for this noble cause.”
Blame it on the late player auctions that were held early this year or the match-fixing allegations that keeps cropping up intermittently or the fact that the General Elections may have taken the hype away from the greatest sporting spectacle coming out of India every year – the IPL. While IPL 6 was already making waves this time last year, the scenario is a little different in Twenty Fourteen with most team-owners still making last ditch attempts in getting their act together including enticing advertisers into partnering them afresh.
But whatever the challenges being presented, the tournament does promise to provide its dose of entertainment this year as well. To begin with, there would be only 60 matches being played this year with the tournament being staged in two phases including one in the UAE from April 16 to May 1 and the India leg that will be staged from May 2nd onwards. In fact broadcaster Multi Screen Media (MSM) is already making its presence felt and has managed to get a decent number of brands to endorse the event this year as well – the same number as IPL 6.
MSM has inked deals with nine presenting and associate sponsors for the seventh season of IPL. The presenting sponsors include Vodafone and Karbonn Mobile who are estimated to have spent approximate Rs 50 crore while the associate sponsors comprise Amazon India, Havells, Perfetti, Marico and TVS all of whom fall under the Rs 25-30 crore cost bracket.
While MSM does seem to have made sufficient inroads with brands, what will eventually decide the success of the tournament is the average viewership ratings that it will throw at the end of the tournament. According to data shared last year, IPL managed to generate an average cumulative TVR of 3.1 in HSM markets and a rating of 3 in C&S 4+ all India. This was much lower than the 3.45 HSM average TVR it reported in 2012.
Ashish Bhasin
Anita Nayyar
Sharing his opinion on whether the tournament will live up to its hype or not, Ashish Bhasin, Chairman & CEO South Asia, Dentsu Aegis Network and Chairman Posterscope & psLive Asia Pacific, said: “I think the seventh season of the IPL will build up as the tournament progresses and be near normal towards the final stages. But it will have a slow start, compared to past years,” he affirmed.
Putting forth her views, Anita Nayyar, CEO- India & South Asia, Havas Media Group said, “IPL has always been an interesting event irrespective of the reasons. Across seasons it has delivered well whether in India or South Africa. Especially the last leg towards the finals has always been an advertiser’s delight with ratings upwards of 10.”
On what the current season will hold for the tournament, Ms Nayyar said, “The seventh season is generating a lot of interest inspite of the shift between UAE and India amongst advertisers who do view IPL as a mass reach medium. Moreover, while it is election time the interest in IPL still stands. This is further vindicated by an analysis of viewership of various genres during elections, which indicates that it does not have any major impact on sports (cricket) or GECs, however the Hindi news genre gains share. Given the situation, IPL holds its own and should continue to deliver viewership and hence interest and acceptability from advertisers.”
Perhaps the right indicator of how viewership could be bought back to the sport could be assessed from what Vinit Karnik, National Director, Sports & Live Events, GroupM ESP had to state in the SportzPower-GroupM joint report on the Sports Sponsorship report. Karnik had stated thus: “Even though the IPL is off to a rough start this year, in the long run accountability, better corporate governance, more transparency, are all good for not just the IPL, but the BCCI too.”
Another factor that will decide whether the tournament receives a positive response this year is the buzz that it will create from the online medium. This year, starsports.com has licensed the digital distribution rights for IPL 2014 from Times Internet. Starsports.com thus will be streaming video on demand on its portal and would not be played on Youtube like last year. With an aim to attract 20 million more users onto the digital platform, starsports.com will be looking at bettering the 2013 viewership numbers that were reported to be in the region of 200 million video views.
Thus, with the countdown to the greatest cricket spectacle only a few hours away, one can look forward to an average outing from the team and brands at the IPL this year. One only hopes that the match-fixing allegations do not make their presence felt yet again or the organisers will have to face additional bottlenecks next year as well. And possibly no ‘bulawa’ as well.
ZenithOptimedia Group has announced the launch of its full service, fully owned Mobile marketing subsidiary ‘Performics Mobile’. The subsidiary has already bagged the mandate for Nestle, SBI Life, Tata AIG, Musafir, ZeeQ, Cordlife and will handle these businesses out of its Mumbai and Delhi offices.
Performics Mobile will focus on building brands on mobile through crafting and managing end-to-end solutions across all platforms and services. Platforms will include display, search, social, SMS, MMS, videos and Services will includedriving application downloads,incentivizing activations, generating site traffic, m-commerce and content-driven solutions. Also, in one of the firsts in the market, it will also bring in mobile programmatic buying using Publicis’s AOD platform.
The subsidiary will be led by Nirvan Biswas who has 17 years of experience across diverse companies like Netcore, Midday, Rediff.com and Boston Consulting across both technical and business roles. A cross-functional team will support him across creative, development and media.
Says Tanmay Mohanty, MD, Performics: “The market for marketing via mobile devices is one of the fastest-growth areas in the advertising sector. That growth has continued over the last year – reflecting a 400% rise. We believe that there is significant potential in offering this specialist expertise across our client base and new clients.”
Anupriya Acharya
Adds Anupriya Acharya, Group CEO, Zenith Optimedia Group: “Mobiles, Tablets, Phablets are seeing explosive growth – a clear demo of insatiable consumer appetite for the convenience, content, information and connectivity provided by these. It is but obvious that as more and more consumers shift their attention here, the space becomes critical to have a focused full service offering in this space. I am confident that Nirvan and team are set for explosive growth and will transform the way mobile marketing is being looked at currently.”
Parle Products has launched an ad campaign for one of its latest offerings in the cream category – Milk Shakti Milky Sandwich. The product and the TVC are inspired by childhood playfulness and the fun that is associated with the iconic set – Tom & Jerry.
The TVC begins with the duo in a kitchen, whipping up a batch of the cream biscuits. Preparing the mixture of the mouth-watering milk cream for the centre and waiting for the cookies to bake. Off course, the process also includes rivalry between the two characters. Jerry is seen eager to contribute and playfully drops the mixture from a height while Tom uses his reflexes to catch the falling mixture between the freshly baked cookies, the accident which turns into the delicious cream biscuits. A child then enters the kitchen, excited to see his favourite cartoon characters is greeted with a high five and devours a biscuit.
Mayank Shah
Speaking about the campaign, Mayank Shah, Group Product Manager, Parle Products said, “The product and the TVC revolve around the popularity of Tom & Jerry to connect better with kids and their parents as well. Parents are usually wary of cream biscuits but Milk Shakti Milky Sandwich is one that is coupled with the nutritional goodness of milk and wheat, a perfect combination of fun and health. The ad perfectly embraces the camaraderie of the characters while highlighting the key attributes of the biscuits. The TVCs appeal spreads across all target markets.”
Fevicol has rolled out a new TV commercial that reflects the current prevailing election environment in the country. Continuing its strategy to develop communication based on situations, the new TVC rides on the ongoing election bandwagon subtly imbibing brand messaging in the script.
In the new TVC developed by O&M, the communication is more than just functional, and has kept in line with brand proposition of strong bonding. Aptly titled ‘Crazy Chairs’ the TVC brings a unique and humorous take on the current election scenario with the help of carpenters and contractors. This TVC builds on earlier ads where the Fevicol brand used day to day situations in a funny way to communicate.
Anil Jayaraj
Anil Jayaraj, Chief Marketing Officer, Pidilite Industries said, “Most of our advertising bases the core brand proposition of “strong bonds” in an extremely creative and yet simple way. Our previous TVCs on Fevicol have aimed at exploring situations where this proposition can be communicated in a memorable and consistent way. In this TVC, we have experimented with the elections. We believe this new communication takes our brand ahead, and stands out.”
Piyush Pandey
Commenting on the concept,Piyush Pandey Executive Chairperson and Creative Director, Ogilvy & Mather- South Asia said, “Keeping in mind the tone and manner that Fevicol has had for the last 21 years, Fevicol Crazy Chairs TVC captures the atmosphere created by the general assembly elections in the country. It borrows the excitement and interest of a common man and thereby creating a sync with the audience.”
The TV campaign will be an integrated campaign including outdoors and digital. In addition Pidilite is also executing a number of demand generation initiatives for Fevicol to support this campaign. The ad will be aired across key markets including entire Hindi speaking belt for a month period starting April 16, 2014.
DDB MudraMax Media has roped in Amita Karwal as Executive Vice President to head its North & East Operations. Amita was last with Samsung where she led their Media Marketing function.
Amita, with over two decades of diverse experience across media marketing functions and allied areas, has worked with blue chip organizations including Reckitt Benckiser where she not only led the Media Marketing division but also represented South West Asia at Global media forums. On the agency side, Amita has worked with Lintas, Zenith Optimedia (ZO) and Ogilvy on brands such as HP, Gillette, Wrigley’s (Joyco), Modi Xerox to name a few.
Sathyamurthy Namakkal
In an allied area, she’s also had a couple of  years of experience in Media Auditing with Spatial Access and the Global agency R3 where she set up the first-of-its-kind Auditing practice in Delhi, and also launched the first Agency Image study in India.
Sathyamurthy Namakkal, President, DDB MudraMax – Media, said, “In an era when the media profession requires well rounded talent, Amita fits the role perfectly. Both our clients and our teams will immensely benefit from her induction into the DDB team.”
MTV India organized the MTV Youth Marketing Forum that looked at ways to decode the youth of today. This year, the focus was on ‘The Curious Minds’ study which has thrown some interesting insights on how today’s young people are evolving.
Aditya Swamy
Explaining the theme, Aditya Swamy, Executive Vice President and Business Head of MTV India, said, “Curious Minds is the largest insight study we have commissioned in terms of the spread of the study. We have brought in fresh new techniques to collect and analyse the data. The headline of what has emerged is that today young people are using their curiosity to curate their lives. It was a great pleasure for me to share this with our business partners in order to build a strong connect with young people through cutting edge content.”
Every year, MTV undertakes an extensive research to understand what makes its core audience – the youth – make the choices that they do. The findings and insights gathered from this research are then presented through interactive seminars and presentations every year at the MTV Youth Marketing Forum. This year, MTV had conversations with more than 11,000 young people across more than 40 cities across Sec A & B in India to find out what exactly makes them tick. MTV has spoken to youth across 13-25 years as the definition of youth is getting stretched.
This year at the MTV Youth Marketing Forum, MTV invited some of the best known marketers, trend hunters and thought leaders from across the globe to come together and dissect the bold and ever-changing world of the youth. The day saw trend presentations and interactive sessions delivered by content creators, brand bosses and everything in between.
The 26th edition of Golden award of Montreux Advertising Festival is scheduled this year in the picturesque Swiss resort town of Montreux on Lake Geneva in Switzerland.
Montreux Festival is a precursor to Cannes and every year many Cannes aspirants test their work at Montreux. Last year the big winners were BBDO New York, BETC Paris and AMO BBDO, London.
This years Montreux jury includes Jens Petter of BBDO New York, Tim Cheng of DDB China, Frank Bodin of Havas Switzerland, Luis Dias of Draft FCB Lisbon, Davide Boscacci of Leo Burnett Italy and Max Posch of Fashion TV. Ajay Chandwani, Director Percept Ltd and Brand Engagement Consultant is also a member of the jury.
Last year BBDO New York’s humourous Snickers films “Coach” and “Horseless headman” stole the show along with DDB Argentina’s Volkswagon “Little hand” and Guiness “Clock” by AMVBBDO London.
Last year Leo Burnett India had won 3 Golds at Montreux in Print and Direct Mail categories while Ramesh Deo Productions won a Gold in the Film category.
Since the last few years, Indian agencies have been entering Montreux Festival in steadily increasing numbers as the pan-European Festival is concentrating on improving the Asia Pacific participation in the Festival.
It’s Good Friday tomorrow and our offices will stay closed for the day.
But we are around, and will surface if there’s anything update-worthy.
Our greetings on Easter on Sunday.
See you Monday, April 21.
Btw, we are also closed next Thursday, April 24 as it’s polling day in Mumbai.
Although we have a large number of readers in Delhi and there is a reasonable number in other parts of the country as, most of our staff – especially those who need to work out of an office – are located in Mumbai.
From the grand stage of the Grammys to the closed glass rooms of recording studios, Sennheiser has stood for top-quality products, true sound and tailor-made solutions for every aspect of recording, transmission and reproduction of sound for over 65 years. Sennheiser microphones have been the first choice for artists in India and globally including Pink, Madonna, Rihanna, Limp Bizkit, Prodigy to name a few. Adding to the list of endorsers is one of India’s most versatile singers, Angaraag Mahanta aka Papon.
A multi-instrumentalist, composer and producer, Papon has become one of the most recognisable and sought-after voices in India. His versatility allows him to easily switch from folk music to ghazals to electronica and he is now a firm favourite of Bollywood music directors after hits like Kyun from Barfi! (2012) and Maula Sun Le Re from Madras Cafe (2013). Most recently, Papon also featured in the music for Nagesh Kukunoor’s 2014 release, Laxmi, singing Sun Re Baavli. In addition, Papon also made his acting debut this year, in an Assamese film titled Rodor Sithi.
Credited with reviving interest in folk music from the North East, Papon has seven successful Assamese albums to his name, as well as a band that melds folk tunes from the region with electronic music, titled Papon and the East India Company. Papon won a GIMA award for Best Pop Album for his first Hindi album ‘The Story So Far’ in 2012. In addition, he is the only artist to have been a part of all three seasons of Coke Studio @ MTV. For the third and most recent season of the show, Papon produced his own episode.
Talking about the association with Sennheiser, Papon said, “One needs a great partner to make great music, and I have chosen to partner with Sennheiser in pursuit of perfect sound. My band, the East India Company, and I have used a number of microphones over the years, but we believe nothing matches up to a Sennheiser. I am honored to be part of the Sennheiser family, as it has also been the choice of music legends from across the globe.”
Speaking about the partnership, VipinPungalia, VicePresident -Sales & Marketing (Professional Segment) at Sennheiser India said, “Papon is one of the most versatile singers of his generation today. And we are happy to lend our support in his journey to becoming a legend. Sennheiser has stood for quality sound for over 65 years. As Indian musicians become more aware of the gear they use on stage and in recording, it pushes us even more in our pursuit of perfect sound.”
It’s the biggest Voting Day in General Elections 2014. As many as 121 constituencies go out to vote in the fifth of the nine-phase Lok Sabhha election.
Delhi and the region (Gurgaon and Noida) have voted and Mumbai is next week (April 24), but some key cities are voting today: Bengaluru and Pune, for instance.
It’s a holiday in most offices in places where there’s polling. In fact it’s mandatory to be shut, except of course in those set-ups where it’s vital for staff to come in (like newsmedia offices, for instance). But even there, employees need to be given adequate time to be able to go out and vote.
By the time you read this, a good time of the voting day would’ve elapsed. So if you haven’t gone out and voted, please do so now. Puhleez!
Do whatever, but vote you must. We keep cribbing about how the country is going to the dogs. Inefficiencies, corruption, awful law and order,,, Â Â Participating in the polling process is a good way to show the finger to a leader you don’t trust and help elect someone you think can make a difference to your life as well as that of the rest of the country.
Enough gyaan. Please do go out and cast your vote. Also, if you meet someone who is feeling too lazy to do that, persuade him or her.
As they say in Kannada: Vote Maadi. Or in Marathi: Vote Kara! Vote Karo… Vote you Must!
The MxMIndia Annual 2014 is out.
