MxMIndia

Category: NEWS

  • Deepika, who represents young, vibrant and versatile youth, is the perfect face for the brand, connecting with consumers across India

    Luxor gets Deepika Padukone to promote new proposition

    By A Correspondent

     

    Luxor has announced the launch of its new TVC for Luxor Marker range. Popular choice for classroom and office stationery products, Luxor offers a wide range of markers including Whiteboard marker, Permanent Marker and CD/OHP Writer.

     

    The 30 seconds ‘Swami’ TVC with Deepika Paduone, personifies the confidence and energy that the brand stands for. Deepika, who represents young, vibrant and versatile youth, is the perfect face for the brand, connecting with consumers across India.

     

    The commercial, developed by Lowe Lintas, lives up to the tagline of ‘it depends which marker you use more importantly the choices you make’. The TVC is aimed at creating a deeper bond with Luxor and also reinforces the quality and sustainability with the consumers.

     

    Pooja Jain, Executive Director, Luxor Group, said, “Brand Luxor has always been a mark of excellence and has endeavored to deliver the best offering to its consumer. This innovative and focused campaign captures the essence of brand while catering to the growing class of consumers who are conscious of the brand they use and wants to make a mark. Over the years, Luxor has build the largest range of Whiteboard markers, where every product lives up to the brand promise and values”

     

    The ad opens up with Swami ji talking about the permanent and temporary factors in a life journey. He writes ‘Happiness’ and ‘Money’ on the whiteboard and asks for someone to volunteer. Deepika Padukone, present amongst the audience, goes up and erases ‘Money’ but couldn’t erase ‘Happiness’. Then she asks for the markers and re-writes the same things and asks Swami ji to erase them. This time Swami ji is unable to erase ‘Money’ but can erase ‘Happiness’, communicating that it is all about the path and ink chosen to mark the important factors in one’s life.

     

  • Launches seven new channels in the bouquet

    TheOneAlliance records decent growth

    By A Correspondent

     

    TheOneAlliance, MSM Discovery Private Limited(MSMD), the joint venture between Multi Screen Media Pvt Ltd and Discovery Communications India have announced that they continue to be the authorized sole and exclusive distribution agent for Multi-Screen Media Private Limited, Discovery Communications India and TV Today Network Limited to various distribution platforms – Cable (both analogue and digital), DTH, HITS, IPTV and Hotels and Commercials Establishments.

     

    Apart from the current 24 premium channels distributed by MSMD, the networks will be making heavy investments in the form of new channels such as MAX 2 – a contemporary Hindi Movie channel showcasing great Indian cinema, PIX HD, AXN HD and, a new entertainment channel from the MSM stable. The network is also acquiring premium sporting properties for their sports and entertainment channel, Sony SIX, which is broadcasting a world of unparalleled sports entertainment with something to satiate every sports lover’s appetite with blockbuster events like NBA, UFC, TNA Wrestling and Australian Open tennis. Sony SIX has also been telecasting the recently concluded hugely popular cricketing tournament IPL, and is the home of international football for the next 5 years with exclusive rights to telecasting the world largest sporting spectacle FIFA World Cup 2014 – Brasil & FIFA World Cup 2018 – Russia along with UEFA EURO 2016.

     

    Discovery communications India will be launching Investigation Discovery (ID), a suspense hindi entertainment channel, TLC HD and Animal Planet HD in the near future.  Over the course of the next one year, both the networks are looking forward to launch new channels in both SD and HD across different genres

     

    Speaking on the occasion N. P. Singh, Chief Executive Officer, Multi Screen Media said, “We believe in nurturing and fostering positive and strong relationships with our partners which is mutually beneficial to both and we are happy to extend this partnership to the future also. We are very confident that TheOneAlliance is perfectly enabled to monetize the valuable and exclusive premium content that we produce and acquire.”

     

    “Discovery has a very strong partnership with Sony and we are fully committed to The One Alliance. It is Discovery’s endeavor to provide the Indian viewers with the finest entertainment and The One Alliance will continue to distribute our eight current channels and our new launches across India,” said Rahul Johri, EVP and General Manager – South Asia, Discovery Networks Asia-Pacific and Head of Revenue, Pan-Regional Ad Sales and Southeast Asia.

     

    Adding to that Rajesh Kaul, President TheOneAlliance said,” TheOneAlliance is one of the most stable & dynamic distribution partnerships in the industry. Given the current strength & the aggressive future investment plans of our partners, TheOneAlliance will continue to excel as the powerful leader in the industry.”

     

    Effective 1st, April 2014, TheOneAlliance ceased to distribute the television channels – Times Now, ET Now, Movies Now and Zoom.

     

  • Eikona did a curtain raiser on the PR buzz created by the FIFA custodians during the week prior to the opening day in Print media

    Eikona samples football popularity before World Cup

    A week before the launch of any product, film, or event is extremely crucial. The pre-buzz prior to the launch created with multiple touch points across editorial, advertising, teasers / promos not only build up curiosity but also pulls the target audience to sample it, at least once. More so, for a massive global sporting event like FIFA, the communication has to get through boundaries of Age, Gender and SEC (Socio Economical Classification), Geography etc.

     

    Effectively, FIFA is not a very new phenomenon to India. The roaring success in FIFA 2006 has played a key role in repositioning Soccer as one of the most preferred sporting events among the Indian TV audiences. What made FIFA 2006 bridge with the Indian TV audiences? Amongst many, buzz creation was one of cornerstones towards making FIFA 2006 a success story. Within the construct of FIFA 2006 buzz, PR played a key role in influencing and pushing Indian audiences to take interest, watch and re-watch FIFA telecast.

     

    Eikona, the PR Audit division of TAM, did a curtain raiser on the PR buzz created by the FIFA custodians during the week prior to the opening day in the Print media in comparison with India – West Indies Cricket Series. According to the findings, soccer received an amazing 3 times higher editorial coverage than cricket during the 6 days ending on the first day of FIFA 2006 – June 9, 2006. Front page, sports sections, special supplements etc. FIFA was everywhere in practically every newspaper. Needless to say, these play a vital role in diverting eyeballs towards the channel and the game.

     

    Having proved the media hype created around soccer, if one were to analyze the day by day build up, one notices that June 9th, the first day of FIFA 2006 received the highest editorial coverage touching 54,000 CCMs as compared to cricket with a mere 7,000 CCMs – a huge 8 times higher.

     

    Across the six metros (Delhi, Kolkata, Mumbai, Chennai, Bangalore and Hyderabad), Mumbai newspapers generated the highest editorial volumes focusing on Soccer/FIFA touching close to 48,000 CCMs. Incidentally, cricket too received the highest volumes in Mumbai, only at one third that of soccer. Infact, across the 6 metros, soccer on an average received 3-4 times higher editorial space than cricket.

     

    It furthernites that across the six metros, at a language level, while English newspapers contributed 140,000 CCMs of editorial space to soccer, cricket received a mere 41,000CCMs. Soccer crazy Bengali papers allotted 11,000 CCMs to Soccer while cricket simple received 800CCMs.

     

  • Some of the company's leading products/platforms to be handled by LinTeractive include Dabur Honey, Dabur Chyawanprash, Dabur Shilajit, www.liveveda.com and www.daburmediclub.com

    LinTeractive to handle digital duties of Dabur Healthcare & Foods

    By a correspondent

     

    India’s leading consumer goods company Dabur India has appointed LinTeractive, the digital division from Lowe Lintas + Partners to handle digital duties for its Dabur Healthcare & Foods division. Some of the company’s leading products/platforms that will be handled by LinTeractive include Dabur Honey, Dabur Chyawanprash, Dabur Shilajit, www.liveveda.com and www.daburmediclub.com.

     

    Expressing his views on choosing LinTeractive as the digital AoR for Dabur Healthcare & Foods, Krishan Kumar Chutani, Executive Vice President – Marketing (Healthcare & Foods) said, “Our association with Lowe Lintas + Partners has been a successful one. They’ve understood the core insights integral to our product offerings and have delivered solutions that have made us stand out in the marketplace. As we seek to extend our reach onto the digital platform, it was only apt that we hand over the reins to our trusted partner to bring us the desired results on the medium. We look forward to some forward-thinking solutions from LinTeractive that will help our brands stay ahead of the curve.”

     

    LinTeractive will be offering capabilities including search, social, web|mobile, monitoring, analytics and campaign activation.

     

    Vikas Mehta, Head of LinTeractive and CMO, Lowe Lintas + Partners said, “Our decade-long association with Dabur has been a mutually rewarding journey for the both of us. We are excited that LinTeractive has been entrusted with the mandate of creating interaction-marketing solutions for the healthcare products and platforms. We are keen on partnering Dabur in building their digital capabilities as we co-create digital success stories for their brands.”

     

  • Of India's 976 entries just a handful have made it to the shortlists so far, dimming hopes for a glorious run on the awards front.

    We don’t give a damn about a Grand Prix Win: Prasoon Pandey @ Cannes2014

    By Delshad Irani

     

    Not our words in the headline; that’s what Prasoon Pandey of production house Corcoise had to say in a session titled ‘The Rise of Creativity in India’ at the Cannes Lions. At the session he shared the stage with his brother Piyush Pandey, chairman and chief creative officer at Ogilvy India. Pandey senior, however, quickly interjected to add, “But winning is the icing on the cake.”

     

    Be that as it may, Indian agencies appear to be in the running for neither icing nor cake this year. In the categories announced so far, there’s nary a Grand Prix in sight. McCann Erickson bagged India’s first silver Lion in Direct for ‘Share My Dabba’ for Happy Life Welfare and Dabbawala foundation. Lifebuoy’s ‘Help a Child Reach Five’, created by Lowe Lintas India, crashed out at the shortlist stage in spite of a slick AV and a rousing endorsement by the Pandey brothers. The campaign is one among the non-Ogilvy films showcased by them during the session.

     

    Its exit has added fuel to the perennially raging fire about how some of India’s best and most celebrated work is too local to appeal to an international jury. Of India’s 976 entries just a handful have made it to the shortlists so far, dimming hopes for a glorious run on the awards front. Josy Paul, chairman and chief creative officer at BBDO admits, “It’s going to be a tough year.”

     

     

    However, there are signs that Cannes may just become another front in a cross-border conflict.

     

    This year, ‘Not A Bug Splat’ for Reprieve/Foundation for Fundamental Rights has popped up on multiple shortlists. The entry is being considered in Direct, Outdoor as well as Promo & Activation categories. Now why are we obsessing over one campaign in a sea of socially-conscious advertising?

     

    Well, for starters, this piece of work may be Pakistan’s shot at winning its first-ever Lion. Created by BBDO Pakistan, it aims to create awareness about predator drones and the insensitivity of warfare that leaves countless faceless, nameless victims in its path. In fact, in military parlance victims or ‘kills’ of predator drones are sometimes referred to as ‘bug splats’. A group of artists put up a massive portrait of a young girl, clearly visible from air, in the fields of a heavily bombed region of Pakistan.

     

    Google’s ‘Reunion’ from Ogilvy India, a touching story of two friends separated during the partition and Leo Burnett Chicago and Sydney’s ‘Coke – Small World Machines’ have attempted to bring Indians and Pakistanis closer to each other.

     

    In doing so, they’ve caught the fancy of the advertising industry, consumers and media the world over. And they’ve won plenty awards too. But across the Indian border, Pakistan’s ad men and women are apparently scripting their own narrative at Cannes.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Highly anticipated predictions feature 25 contenders from 10 countries and global trends impacting the industry

    Leo Burnett predicts Cannes Lions winners tally

    By a correspondent

     

    Even as most entries await their fate at the ongoing Cannes Lions festival, Leo Burnett Worldwide took on the mantle of unveiling the results of the global advertising industry’s most prestigious event of the year much in advance.

     

    With more than 84 percent accuracy, the agency’s predictions have an unparalleled track record, year over year, recognizing Cannes contenders most likely to win a coveted Lion. Leo Burnett Worldwide’s Chief Creative Officer Mark Tutssel curated the list to encompass the most forward thinking, compelling creative products across channels.

     

    “We sifted and sieved through hundreds of the most brilliant pieces of work from every cranny of the world, spanning Lions award categories,” said Tutssel. “This year’s work is full of humanity, imagination and pure creativity, and remarkable for finding fresh and innovative ways to connect emotionally with people.”

     

    This year’s Cannes Predictions include:

    1. Guinness “Sapeurs” by AMV BBDO / London, UK
    2. Not Impossible Labs + Intel “Project Daniel: 3D Printing Prosthetic Arms” The Ebeling Group / Not Impossible Labs / Venables Bell & Partners / Venice, USA
    3. Skype “The Born Friends Family Portrait” Pereira & O’Dell / San Francisco, USA
    4. British Airways “The Magic of Flying” OgilvyOne / London, UK
    5. New Zealand Transport Agency “Blazed” Clemenger BBDO / Wellington, New Zealand
    6. Colombian Ministry of Defense “You Are My Son” Lowe SSP3 / Bogota, Colombia
    7. Harvey Nichols “Sorry I Spent It On Myself” Adam&EveDDB / London, UK
    8. Mimi Foundation “If Only For A Second” Leo Burnett / Paris, France
    9. Volkswagen – Side Assist “Living Room” / “Bathroom” / “Bedroom” AlmapBBDO / Sao Paulo, Brasil
    10. Terre des Hommes “Sweetie” Lemz / Amsterdam, Netherlands
    11. HBO GO “Awkward Family Viewing” SS+K / New York City, USA
    12. P&G – Old Spice “Smellcome to Manhood” Wieden + Kennedy / Portland, USA
    13. Chipotle “The Scarecrow” Creative Artists Agency + Moonbot Studios / Los Angeles, USA
    14. Google + Warner Brothers “A Journey Through Middle Earth” North Kingdom / SkellefteÃ¥, Sweden
    15. Inakadate Village “Rice-Code” Hakuhodo / Tokyo, Japan
    16. Brazilian Association of Organ Transplantation “Bentley Burial” Leo Burnett Tailor Made / Sao Paulo, Brazil
    17. 350 Action “Climate Name Change” Barton F. Graf 9000 / New York City, USA
    18. Honda “Hands” Wieden + Kennedy / London, UK
    19. Samsung “Maestro’s Academy – Smart Bike” Leo Burnett / Milan, Italy
    20. Honda – Internavi “Sound of Honda / Ayrton Senna 1989” Dentsu / Tokyo, Japan
    21. Nike “The Nike SB App” R/GA / New York City, USA
    22. Adidas “D Rose Jump Store” TBWA / London, UK
    23. Southern Comfort “Karate” Wieden + Kennedy / New York, USA
    24. Newcastle Brown Ale “If We Made It” Droga5 / New York City, USA
    25. Volvo Trucks “Live Test Series: The Epic Split” Forsman & Bodenfors, Sweden

     

    “Our annual Cannes Predictions offer not only Leo Burnett Worldwide’s take on the leading creative work likely to earn Lion trophies, but a magnified view of the bravest ideas and boldest thinking that jolts our craft boldly forward,” said Tutssel who will present “Why Borderless Creativity is the Future of Communications” master class at Cannes. “These are the stimuli that fuel imagination and ignite us to change human bahaviour in vigorous, disruptive bounds.”

     

    Leo Burnett amalgamated Cannes Predictions by viewing hundreds of campaigns, watching global and local awards shows and tuning into industry-wide conversations.

     

  • ET Now's '5 Year celebration' reloads with the Theme of 'Five years of excellence

    Biz channel ET Now turns 5

    By a correspondent

     

    Leading business news channel ET Now has completed five years of meaningful existence in India. The channel has carved a niche for itself over the years with superior coverage and analysis of markets, business and economy. ET Now’s ‘5 Year celebration’ reloads with the Theme of ‘Five years of excellence.

     

    Extending their wishes, noted industry captains had the following messages to share: “ET Now is not only the default channel but also the go-to channel, when you know something is happening out there and you want to get a grip of it”, said KV Kamath – Chairman, ICICI Bank. NR Narayana Murthy, Chairman, Infosys had the following to share: “Congratulations to ET Now for completing five wonderful years. ET Now has scaled up using innovation, hardwork and some extraordinary ideas. They have reporters who are enthusiastic, energetic, hungry, inquisitive and very persuasive. Their anchors ask deep, proactive questions and bring out the best in the interviews.”

     

    “My congratulations and best wishes to ET Now on its fifth anniversary. In an increasingly cluttered media landscape, the channel stands apart for its insight, initiative and integrity while covering Indian business and the economy. With the country poised yet again at a crossroad, I look forward to watching the channel as it unveils the next chapter in the story of a nation on the move,” observed Anand Mahindra, Chairman & MD, Mahindra & Mahindra.

     

    To drive consumer engagement, the channel arranged a contest titled ‘YOU WISH.YOUWIN’ that invited the viewers to share their messages on Facebook, Twitter and Google + using #FiveYearsOfExcellence. The best entries received till 17th June were entitled to win some cool gifts.

     

    On the programming front, the theme of ‘5’ was brought alive through a set of 5 fund managers; CEO’s and  economists that appeared on various shows from morning till evening.

     

     

     

  • Hindustan Unilever's Kan Khajura Tesan wins 2 Golds for PHD and one for Lowe Lintas

    Oh, Mitwa! ‘Kan Khajura Tesan’ 3 Gold Jeetwa!

     

    By Delshad Irani

     

    It’s been a long time coming but India’s finally scored the campaign equivalent of a killer app. Kan Khajura Tesan or “centipede station”, a programme by Hindustan Unilever to provide radio over mobile to the media dark parts of North India has scored a massive three gold trophies; two in Media for PHD and one in Mobile for Lowe and Partners Worldwide. Although Lowe Lintas is the creative agency behind the work, the agency is absent at award shows because of its chairman R Balki’s famous no awards policy. However, the creative council of Lowe Worldwide headed by Jose Miguel Sokoloff picked the pathbreaking work to throw into the toughest ad competition in the world.

     

    Note with the winning Media Lions entry on Kan Khajura Tesan:
     

    Results and Effectiveness:

    “Single largest media channel in Bihar and Jharkhand”

     

    Over 8MM subscribers in two states in 6 months. KKT reaches 60% of the non-TV households in these states. Consumer base growing at an average of 35,000 daily

     

    Unilever ads have been heard over 70MM times  Increase in Spont Awareness for all three brands associated
    – Wheel – 20%
    – Ponds White Beauty – 56%
    – Close Up – 39%

    All of this at 4 cents cost per contact.

     
     

    Creative Execution:

    In a media first for India, we brought together telcos and content providers to create a FREE, ALWAYS ON, ON DEMAND entertainment channel accessible through even the simplest mobile phone.

     

    Outbound dialers promote KKT and educate consumers on how to access free content. The content is personalised through a Radio Jockey, who also reminds users to call again to get more content. Consumer traction is increased through relevant and contextual content like movie clips, Bollywood songs and jokes. The content is refreshed on a weekly basis and engagement spikes are created through blockbuster movie tie-ups.

     

    The Unilever advertisements are placed within the content in a non-intrusive manner.

     

    Consumers can consumer upto 60 minutes of entertainment content per month, absolutely free.

     
     

    Insights, Strategy and the Idea:

    82MM Households in India are media dark!

     

    Imagine a world where your basic source of happiness; entertainment on TV is cut short by long daily power cuts. What a mundane existence that would be.

     

    With 86% ownership, mobile phones are the only saviours. Movie clips or songs downloaded from telcos or purchased via pre-loaded chippis (sim-like chips) are the only things to turn a frown upside down.

     

    80 cents for limited movie clips coupled with the cost of connecting and downloading content from telcos makes mobile entertainment an expensive option.

     

    So to plug this famine of entertainment content, we created the ‘Kan Khajura Tesan’ KAN KHAJURA TESAN (ear worm channel) is the first of its kind, free advertiser-owned entertainment channel accessible through mobile. Just give a missed call to the branded number and receive entertainment content interspersed with Unilever adverts, free of cost.

     

    Reacting to the news, Priya Nair, vice-president at Hindustan Unilever says, “It’s always great to have work recognised especially in a well respected forum.” Long regarded as a tough formula-driven marketer, Unilever has over the last decade turned its reputation around and is now regarded as a client encouraging of creativity. However as Nair clarifies, “Obviously, we are in the business of business. But while you do that, if the work delights the senses and builds a historical pathway for others to follow it’s a vindication of being in the right direction. It helps build an ecosystem of people thinking differently.”

     

    Bagging Gold comes as a welcome surprise to the notoriously award averse Lowe Lintas which apart from abstaining from local awards for over a decade, has dragged its feet about sending entries to Cannes. When we called R Balki for a comment he was in the middle of a shoot in Helsinki, but texted back ecstatically with, “Awesome!! Ya!! Good for ideas!! It’s a super kickass idea.”

     

    Speaking of the win, Deepa Geethakrishnan, president, Lowe Lintas says, “Kan Khajura Tesan is truly a collaborative effort between the client, who birthed the core idea, the creative and account and media teams. The insect has travelled all the way from Bihar to the South of France.” Sources at the media agency PHD were unavailable for comment at the time of writing.

     

    Often Indian campaigns are too desi for their own good at Cannes. Kan Khajura Tesan is the exception. Nair believes it’s because, the idea is “simple, inventive and not difficult to explain no matter where you belong. We are sometimes guilty of complicating the idea.” Arun Iyer, national creative director, Lowe Lintas, opines that the idea matched the judges’ sensibility of India. He adds, “Winning at Cannes is a good recognition. But this is a bonus; beyond a point we don’t think about awards.”

     

    Many creative leaders complain young Indian ad folk spend more time trying to crack relatively new and therefore presumably ‘easy’ categories like Mobile and Digital, while ignoring the meat and potatoes of television and print. This win proves that convincing ideas on big brands beat all statistical finagling or hedging so popular with agencies. Not that we expect them to stop anytime soon, though.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

     

    Also see/read:

    A four-minute film on the project:

    https://www.facebook.com/photo.php?v=674274805978726&set=vb.1289914 50507067&type=2&theater

     

    Unilever Brand story:

    https://www.facebook.com/UnileverDiaries India/app_819181691443540

     

     

    We are republishing a story we had published in March 2014 on the HUL offering (link: http://www.mxmindia.com/2014/03/bihar-mein-no-1-radio-station-kaunbaa-aapan-hindustan-unilever-ke-kan-khajura-tesan/):

     

    Bihar mein No 1 radio station kaunbaa? Aapan Hindustan Unilever ke ‘Kan Khajura Tesan’

     

    By Sagar Malviya

     

    At Gosaidaspur, a village near Ganga river basin in Bihar, people regularly listen to movie songs, dialogues, radio jockey talk, jokes and shayari on their mobile phone. There’s no FM station covering this village 250 km east of Patna; villagers owe this special service to Hindustan Unilever.

     

    The country’s largest consumer goods maker has come up with a free radio-on-demand service to reach out to villagers in remote areas. And it says its lone channel – Kan Khajura Tesan, or ‘centipede station’ – is already the largest radio station in Bihar in terms of subscribers.

     

    This is how it works: any mobile phone user in Bihar can give a missed call to a specific number to immediately get a return call that will play Kan Khajura Tesan for 15 minutes. Besides a series of entertainment programmes, the channel of course plays advertisements of HUL brands.

     

    HUL has Stopped Ads on Radio

    “There is a lot of demand for content or entertainment in media-dark villages and mobiles become their only route to that world. So, we thought, can we institutionalise missed calls into an entertainment channel,” said Hemant Bakshi, executive director for home and personal care at HUL.

     

    “For consumers, it’s just like any other free radio station. But the one big difference compared with a radio is that we know who’s listening to our programmes,” he said.

     

    Mr Bakshi said the company has stopped advertising on radio in Bihar because its own channel reaches more people than any radio station. The company has printed the phone number for the channel on some of its product packs and has put up banners outside stores to increase its reach.

     

    It has already acquired more than 5 million subscribers, and interacts with about 1 lakh consumers everyday. That means about 25,000 hours of engagement daily with consumers in Bihar. And the company says it has more than 26 million ad impressions till date.

     

    Buoyed by its success in Bihar, Hindustan Unilever has launched this service in neighbouring Jharkhand and plans to take it to other states including Uttar Pradesh, Madhya Pradesh and Rajasthan.

     

    Experts said Hindustan Unilever has reinvented “The notion that more advertising could mean more sales is diminishing. Also, impact of paid media is waning. HUL’s initiative is like a viral which will give much bigger bang for the buck,” said Alpana Parida, president at brand consulting firm DY Works.

     

    So, where did the company get this idea of running a parallel radio station? From a radio campaign for Wheel detergent it ran more than two years ago.

     

    The Active Wheel advertisement on All India Radio in Uttar Pradesh and Bihar asked listeners to give a missed call from their mobiles to a particular number.

     

    When they did so, they promptly got a call back with a recording of actor Salman Khan’s dialogues from his blockbuster film Ek Tha Tiger and his endorsement of Wheel.

     

    HUL got 16 million missed calls in four months and, by the end of the campaign, brand awareness scores for Wheel had increased 25% and its sales jumped three times in the region.

     

    To ensure quality programmes, HUL has roped in several third-party firms to generate content and services for the channel, which it had initially named ‘Mobile Vani’ before opting for a more sticky and colloquial name.

     

    Also, similar to a loyalty card system for retailers, HUL plans to develop strategies once it gets profiles of the listeners over a period. “Content and advertising are becoming more linked with each other than they used to be in the past.

     

    As we go forward and have richer profiles of our listeners, we can leverage the database and plan customised strategies for our brands,” Mr Bakshi said.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

    Editor’s Note: Many thanks to Sanjay Singh, senior journalist and now communications specialist based in Patna, for help with the Bhojpuri headline

     
  • Labour ministry moots mandatory approval for engaging children in audio-visual shows

    Kids wanting to star in TV shows/ads may soon need permission from Labour min

    By Yogima Seth Sharma

     

    Are you grooming your child for a career in show business? Perhaps she has a chance of getting picked for a spot on a talent show, or he could land a role in a TV ad. But you may soon need the government’s permission before seeking to achieve such ambitions. The ministry of labour and employment is planning a legal clause to make such clearance mandatory for children engaged in any form of audio or visual entertainment, which covers advertisements, films, television serials and sports among others. Officials argue that the government needs to step in to prevent the exploitation of children.

     

    “We have requested the legislative department to draft an appropriately worded clause to permit children to be engaged for performance in any form of audio or visual entertainment after obtaining written permission, the conditions for which can be prescribed in the rules or regulations of the Child Labour Act,” a senior ministry official said.

     

    The official said there is a need for regulation as the involvement of children, including adolescents, in the entertainment industry has risen exponentially and there have been several instances in which they’ve been unable to cope with the physical and mental trauma associated with the rigorous routine. The ministry will draw up the detailed process for obtaining permission once the proposal is vetted by all stakeholders.

     

    According to the 2001 census, the total number of working children aged between five and 14 was 1.26 crore. The National Sample Survey Office survey of 2009-10 put the figure at 49.84 lakh. While there is no official estimate of the number of children employed in the audio-visual industry, experts peg it at 1-2% of the total children employed across the country and feel that the number is rapidly growing.

     

    Children’s entertainment is the second-largest genre on television after general entertainment channels and is expanding fast, especially in regional languages because production costs are relatively low and viewership is assured.

     

    As a result there’s been a surge in the number of shows featuring children, whether it’s music, dance or stand-up comedy, while some serials even have them as the main characters. The government feels that the participation of children in reality shows puts immense pressure on them, with some parents pushing them too hard, which can have an impact on their mental and physical wellbeing.

     

    Experts though are concerned that such a move could act as a deterrent to producers who are working on wafer-thin margins as the category doesn’t attract much advertising.

     

    Nandini Dias

    “Most producers are already sensitive and alert to child actor needs, circumstances etc. Also, since they are on broadcast media, it is not a hidden activity. Now, with one more permission needed, I just hope it doesn’t become a determent. Since many a time kid movies and programmes are not as profitable, with this impediment, the few who are willing to pick up these projects will also reconsider,” said Nandini Dias, CEO of Lodestar UM.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • There is some gloom in the Indian camp as last year Indian entries had bagged 32 awards

    Just 22 metals so far, but it’s not over yet at the Cannes Lions

    By Delshad Irani

     

    With 22 gongs, one would have thought the Indian contingent at Cannes would be rejoicing. Compared to last year, when India had bagged 32 trophies by this time in the festival, the mood in 2014 is veering towards gloom that even the sun, sand and beauty on display cannot entirely dissipate.

     

    But as one ad agency head says, “There’s still a long way to go in the game. It’s like football; anything can happen in the last 15 minutes.” Of course, the Indian ad industry’s hopes were lifted when Hindustan Unilever’s ‘Kan Khajura Tesan’ bagged three Gold Lions on Tuesday. Interestingly, while what is essentially a radio station in Bihar got the country its hoard of gold, the Radio category didn’t feature a single Indian agency win.

     

    And now JWT India has made its appearance on the leader board with three metals – one Silver and two Bronze Lions in the Cyber category and all for the same work – Nike’s ‘Make Every Yard Count’.

     

    The other winner in Cyber is Grey Worldwide India, which got a Bronze Lion for its work on Duracell Batteries.

     

    Historically one of India’s strongest showings has been in Press, the most traditional of advertising media and categories at Cannes Lions. This year India had 152 entries in total, but only 6 made the shortlist (last year, it was 37) and 2 won metals this year. There’s a Gold Lion for Grey Worldwide India for Duracell Batteries and a Bronze Lion to JWT for Godrej Security Solutions. In Design, Ogilvy’s got its first Gold Lion of the season for their work on Cleft To Smile – Operation Smile India and McCann has added another Bronze Lion to its haul.

     

    Three Grand Prix were awarded in the Cyber category at the Cannes Lions International Festival of Creativity. Taking home one of the three top prizes at Cannes in Cyber is ‘Live Test Series’ for Volvo Trucks or “the truck ad with Jean Claude Van Damme doing the split,” by Swedish agency Forsman & Bodenfors Gothenburg. The other Grand Prix takers are ‘The Scarecrow’ for Chipotle Mexican Grill, and ’24 hours of Happy’ by Pharrell Williams.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • RED FM is ready with yet another entertainment event titled 'Paisa Vasool Entertainment with Kapil Sharma and RJ Raunac'

    Kapil Sharma to host an entertainment show for Red LiVE

    By A Correspondent

     

    Under its successful intellectual property RED LiVE, known for organizing music concerts and live shows, RED FM is ready with yet another entertainment event titled ‘Paisa Vasool Entertainment with Kapil Sharma and RJ Raunac’.

     

    Stand-up comedian Kapil Sharma popular for programmes such as ‘Comedy Circus Ke Superstar’, ‘Comedy Circus Ka Naya Daur’ and ‘Kahani Comedy Ki’ has been roped in for the first time by RED FM. The comedian, who was ranked 96 in the top 100 celebrities of 2013 by Forbes India magazine, is currently hosting ‘Comedy Nights with Kapil’ on a mainstream entertainment channel.

     

    The event is scheduled to be held at the Indira Gandhi Stadium, New Delhi on Saturday, July 5, 2014. The sought-after artist will be seen entertaining the guests with his impeccable sense of humour and liveliness along with other supporting artists. As per RED FM’s tradition to bring wholesome entertainment, there will be surprise in store for the fans as well. RED FM’s RJ, Raunac, known for playing pranks with the listeners will join Kapil for some fun and also give an open challenge to the fans, details of which will be announced soon.

     

    Nisha Narayanan

    Nisha Narayanan, COO, RED FM, said, “RED LiVE has been a phenomenal success and has received fabulous response from the people across metros and Tier-2 and 3 cities. The vertical has seen the biggest and the most popular artists performing LiVE for our listeners. The two successful seasons of RED LiVE saw concerts in markets like Delhi, Kolkata, Varanasi, Jamshedpur, Nashik, Kanpur, Bhopal etc. and the overwhelming response we received, has strengthened our confidence in the vertical.”

     

    Adding further she said, “We decided to rope in Kapil Sharma because he is the biggest comedian in the country and being a Punjabi himself gives him an instant connect with the audiences in Delhi and North. We are very excited about expanding the scope of RED LiVE from just Music to Comedy as well. With the strong IP that brand RED has built, and with the kind of response we have been receiving to our events, we are now all set for the biggest RED LiVE gig so far. It is very encouraging to see our confidence in RED LiVE getting reflected amongst our listeners, advertisers and partners as well.”

     

  • Taj Television is India’s largest distribution agency and has a powerful repertoire of over 47 leading television channels

    It’s ‘Wah, Taj!’ for Zee & Turner group channels, new co to distribute Zindagi

    By A Correspondent

     

    Zee Entertainment Enterprises Limited (ZEE) added another feather to its cap by bringing on board India’s largest distribution network, Taj Television India Pvt. Ltd. (Taj Television). Taj Television is India’s largest distribution agency and has a powerful repertoire of over 47 leading television channels. This includes well-known brands belonging to ZEE, Zee Media Corporation Limited and Turner International India Private Limited. Taj Television distributes channels which are leaders in 15 out of the 19 markets and has nine leadership channels across eight genres.

     

    Punit Goenka

    Punit Goenka, Managing Director and CEO, ZEE commented, “I am pleased to announce that Taj Television, which earlier was distributing Ten Sports channels, will now distribute all the channels of Zee Entertainment and Zee Media Corporation, while also representing Turner channels as its authorized agent. I would like to thank all our DTH and Cable partners who have been part of our growth journey and look forward to their continued support to Taj Television. Arun Kapoor, who has successfully led Mediapro for the last three years, would continue to provide leadership to Taj Television. Rajesh Sethi would continue to be the CEO for Sports broadcasting network of ZEE.”

     

    Arun K Kapoor, CEO, Taj Television, said “ZEE has been the pioneer in Indian television and has the experience and leadership capability to shape the future of pay revenues in India. With Taj Television being created as the distribution entity for the network, we bring together the best of television channels to our customers. We are confident that the new channel Zindagi will really connect with the viewers and help grow Taj Television offering even stronger. We are committed to quality and achieving leadership through fair and transparent business practices.”

     

    Atul Das, President, Taj Television, said “With digitization having been completed in Phase I and Phase II cities in India, we now look forward to its implementation in rest of the country. Taj Television would aim to create a harmonious relationship within the ecosystem and create value for all stakeholders. With a leading portfolio of television channels, both in the national and regional space and with a powerful portfolio of sports programming, we are excited about the future of pay revenues in the country.”

     

    Taj Television distributes ZEE’s well-known brands like Zee TV, Zee Cinema, &pictures, Ten Sports, Zee Cafe, Zee Studio, Zing and a powerful repertoire of regional language channels including Zee Marathi, Zee Bangla, Zee Telugu, Zee Kannada and Zee Tamizh, besides the HD channels like Zee TV HD, Zee Cinema HD, Zee Studio HD and Ten HD. Taj Television also distributes channels of Zee Media Corporation, the largest news network in India with two national and eight regional channels. These channels are available across the country.Taj is also distributing the leading channels in the kid’s space and English movie segment, including HBO, Cartoon Network, Pogo, CNN and Warner Brothers as an authorized agent of Turner International.