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  • He will replace Elkana Ezekiel, who is said to be joining Ahmedabad-based Zydus Wellness as managing director

    Rahul Saighal is new Samsung CMO

    By Mahima Puri

     

    Samsung India has appointed Rahul Saighal as its new chief marketing officer. He will replace Elkana Ezekiel, who is said to be joining Ahmedabad-based Zydus Wellness as managing director.

     

    Prior to this, Mr Saighal held the same position at the telecom company Aircel, which he joined in October 2007. Prior to that, he worked with Unilever for almost two-and-a-half years, starting August 2005, as regional brand director in Thailand.

     

    An economics graduate from St Stephen’s College, Delhi, Mr Saighal pursued his MBA in marketing from IIM Calcutta. His experience in the telecom industry could prove useful for Samsung, which is establishing itself as a key player in the smart phones and tablets category in the Indian market.

     

    Mr Ezekiel had joined the Korean consumer & electronics major in January 2011, prior to which, he was with Johnson & Johnson as regional franchise director for Asia Pacific. He held this position for about five years from April 2007, before which he spent 13 years in the organsation in various marketing roles.

     

    A Samsung spokesperson confirmed the development, while Zydus Wellness refused comment.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • The ongoing discussions centered around a potential joint venture but the final agreement will depend on whether India moves ahead with plans for foreign direct investment (FDI) in multi-brand retail

    French retailer Auchan eyes jv with Landmark group

    By Samidha Sharma & Boby Kurian

     

    French retail giant Auchan, touted as Wal-Mart’s most aggressive global rival, has held talks with Micky Jagtiani’s Landmark Group for a possible India entry.

     

    The ongoing discussions centered around a potential joint venture but the final agreement will depend on whether India moves ahead with plans for foreign direct investment (FDI) in multi-brand retail, said at least two people familiar with the talks.

     

    Auchan, the second largest French grocer after Carrefour, is fully owned by one of the wealthiest French families- the Mulliez- who also own sporting goods chain, Decathlon. Auchan has been a fast mover in emerging markets like China and Russia, where it has performed better than global peers Wal-Mart, Tesco and Carrefour. The big-box retailer Auchan, with a special focus on developing hypermarkets, had last reported turnover of over $70 billion.

     

    “The discussions with Auchan are in an advanced stage and a decision is likely to take place in a month’s time,” said a person in direct knowledge of the development. The stores which will come up in India, if the agreement is signed between the two groups, may operate with the Auchan brand name although, the finer details are still to be etched out.

     

    India decided to suspend plans to allow 51 per cent FDI in multi-brand retail in December following a lack of political consensus, but could revive it after the crucial elections to state assemblies next month.

     

    Landmark may forge a franchise agreement with the French retailer till the FDI norms are relaxed in multi-brand retail, said one of the sources mentioned earlier. Landmark Group currently runs the Dutch retail chain Spar in India through a licencing agreement signed in 2007 which comes to an end in December this year.

     

    The Spar MD Gordon Campbell who was in India last month had said they were open to engaging with other partners to expand more aggressively here. Spar has 10 stores in India currently.

     

    Sources close to the development said that Mr Campbell’s statements to the media did not go down well with Max Hypermarkets, a part of the Dubai-based Landmark Group, and the partnership with Spar is virtually over.

     

    A detailed email sent to Groupe Auchan remained unanswered while a company spokesperson for the Landmark Group was unavailable for comment.

    The Croix, France based- Groupe Auchan SA, operates 581 hypermarkets and 2,384 supermarkets and minimarkets as per the company’s 2010 annual report. “We are clear-sighted – the outlook is more positive in emerging countries than in the Euro zone where the crisis is not yet over and continues to strongly depress consumer spending. 2011, our 50th year, will see the number of hypermarkets worldwide break through the 600 mark. We also plan to continue developing franchise and partnership agreements,” said Vianney Mulliez, chairman of the board of directors, Groupe Auchan in the annual report.

     

    In China, Sun Art Retail group, a joint venture between Groupe Auchan SA and Taiwan based-Ruentex Group, successfully raised $1 billion in a Hong Kong Initial Public Offering last year, the proceeds of which will go in its expansion.

     

    Sun Art operates 197 hypermarkets across mainland China under two brand names, Auchan and RT-Mart. The other big market for Auchan is Russia where it has around 50 hypermarkets.

     

    The $70 billion Auchan has told Landmark Group’s Max Hypermarket that it would prefer a JV if India allows multi-brand retail FDI.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

  • Little wonder, the Feb 1-14 period accounts for 16-18 per cent of the company's annual turnover

    Love sees a new high for Archies on V-Day

     

    By Tuhina Anand

     

    Valentine’s Day celebrations in India would be incomplete without that ubiquitous Archies card declaring undying love and probably most, when at the store, one adds some gifts too from a wide selection of red and pink love tokens. So there is no room for doubt when the company declared that Valentine’s month, as it considers the period from February 1-14, accounts for 16-18 per cent of their annual turnover.

     

    “We have seen that 3-4 days before V-Day, the sales across our stores increase from anything between 6-10 times as compared to an average day. In fact, a day before (Feb 13), the stores witness chaos and we have to arrange for all the helping hands available to cater to this rush in many of our company-operated stores,” informed Youhan Aria, Head Corporate Communications at Archies.

     

    In the last few years, Valentine’s Day has become a money spinner for businesses of all sorts. While few years back, this day was restricted to college-goers or youngsters, now the craze has engulfed many across the cross-section. Mutalik and Shiv Sena notwithstanding, the day is being celebrated and the phenomenon has caught on so much that even if one might not go for a high priced gift, a greeting card or maybe flowers and chocolates do figure on the gifting list.

     

    Aria shares the example of a beat constable in Vasant Vihar in New Delhi, who did not understand the concept behind V-Day, but still walked in one of the Archies store to pick up a card. That speaks volumes on the V-Day equation and the formula of gifting.

     

    For Archies, V-Day is bigger than any other gifting occasion which sees spikes in sales, be it Diwali, Friendship Day or Rakhi. Across its 240 stores in 66 cities, the display, too, is done keeping in mind the spirit of the day where red and pink rules.

     

    In terms of top picks for gifting are the usual cards, soft toys, chocolates and fashion jewellery. Also, it seems, when splurging on V-Day, money is not much of a concern and people go for cards that are high on embellishments – higher the number of inserts, better it is. Also there are not too many takers for lesser-priced cards

     

    “Over the years, the change that we have seen on the V-Day gifting is that our TG has expanded.Whereas, earlier it was restricted to only teens and young professionals, now one sees people even in their late 40s coming over to pick something. Seeing this trend, we have expanded our portfolio of gifts to cater to a wider range for different TGs,” said Mr Aria.

     

    Also one thing that Archies has seen over the years is that sales come more easily from tier II and III cities as the number of options available in these towns are limited. Mr Aria added: “For us, competition comes from anyone, be it a coffee joint or a retail store. In fact, even laptops, jewellery brands and shops as well as restaurants are competing with us. I would call these category killers. However, an Archies store is a social expression as it fulfills its customer’s gifting needs. Even gifting a gadget is never complete on V-Day without the greeting cards, and that’s where we step in.”

     

    Archies has seen exponential growth in the demand for their merchandise and cards on V-Day in the last few years and have been extremely satisfied with the sales during this period. While the country celebrates V-Day on February 14, for Archies, their season for this celebration has almost ended and they now start analyzing the sales and trends and get ready to celebrate the day of love for the next year. In fact work for the next year’s V-Day design of cards, based on the feedback they get every year, begins in the month of April itself.

     

  • Opportunitylost. Penguin wasted. Methinks some super cool ads can be created around feeling alive in life

    Debrief: 7UP: A downer

    By Anil Thakraney

     

    Well, summer’s still to arrive but the cold drinks marketers are already in action mode. 7UP has a new commercial on air, and this one features brand ambassador Sharman Joshi and a penguin.

     

    The idea is about always feeling ‘UP’ in life (Not to be confused with Uttar Pradesh!). And this idea tenuously ties in with the brand name. Always up, never down, so to speak. Joshi inspires a penguin to dance along with him, and their ‘jugalbandi’ is pretty much all that the ad has to offer. And it all leaves you cold and confused in the end. Let me explain.

     

    I think they should have single-mindedly stuck to the penguin as the core idea. It’s cute, cuddly and cool. Stories could have been written around 7UP and the penguin.

     

    There was no need for the Bollywood actor; he takes away from the commercial.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=BrWiN4qTSwo[/youtube]

    Two, their dance is totally unexciting and the very ordinary jingle doesn’t help matters. Poor execution of the ‘feeling UP’ idea. Three, for some strange reason, another unrelated brand, Nimbooz, has been shoved into the commercial and this causes dissonance. Where was the need for that?

     

    Opportunitylost. Penguin wasted. Methinks some super cool ads can be created around feeling alive in life, and not letting bad things come in the way. In fact, last year’s ‘Gussa Hatao, Chill Machao’ ad had more jaan to it. They may as well have continued with it.

     

    Rating: (On a scale of 1 to 5): 1. Leaves you frozen.

  • By 2020, consumption will reach $3.6 trillion, as new generation hits its prime spending years, according to a recent CII-BCG report

    Rejoice! Consumer spending in India poised for explosive growth, says CII-BCG report

    By A Correspondent

     

    The Boston Consulting Group (BCG) and The Confederation of Indian Industry (CII) jointly released a study titled The Tiger Roars: An In-Depth Analysis of How A Billion-Plus People Consume. “This report examines the shape and size of the consumption expenditure of India , and its expected evolution over the next decade, in detail. While India’s robust consumption growth presents attractive opportunities for companies, its unique diversity and variety makes it a challenge to capture these opportunities. This report presents a framework and approach on how to de-average the opportunity to better segment consumers and effectively understand their buying preferences,” said Abheek Singhi, Leader of the Consumer & Retail Practices, BCG India and co-author of the report.

     

    Buoyed by the rising household income, coming-of-age of a new generation, and other socio-economic forces, overall consumer spending in India is likely to expand 3.6 times-from $991 billion in 2010 to $3.6 trillion by 2020. The projected 14 per cent growth rate is much faster than the anticipated annual global growth of 5.5 per cent-and even faster than the anticipated growth of 9 per cent in emerging economies. By 2020, India will constitute 5.8 per cent of global consumption – more than double the 2.7 per cent it now represents.

     

    Despite the current global economic environment, India continues to march along a robust growth path. With the recent regulatory changes, increasing consumption levels and changing consumer preferences, the FMCG and retail sectors are standing at the point of inflexion,” said Amitabh Mall, Partner & Director, BCG India .

     

    India has billion-plus consumers spanning all income segments. The income pyramid is real but does only a partial job of explaining consumer attitude and behaviour. This report provides a definitive view of the income segmentation and more importantly uses other parameters of location, education and occupation to define the seven segments in India :

    • Professional Affluent (2 per cent of households)
    • Traditional Affluent (4 per cent of households)
    • Urban Aspirers (8 per cent of households)
    • Rural Aspirers (6 per cent of households)
    • Large Town Next Billion (6 per cent of households)
    • SmallTownand Rural Next Billion (24 per cent of households)
    • Strugglers (50 per cent of households)

     

    Food, housing & consumer durables and transport & communication are expected to be the Top 3 categories, accounting for 65 per cent of consumption in 2020. The Professional Affluents are expected to dominate consumption in 2020, accounting for 26 per cent of total consumption expenditure, up from 16 per cent in 2010. By contrast, spending by struggler households will decline from 26 per cent in 2010 to 11 per cent in 2020.

     

    “The roar of the Tiger is a fitting metaphor for consumer spending in India . Consumer spending in India will continue to roar, but the companies that try to capture it may not be so fortunate. India is a big and growing consumer market, but not an easy one. Understanding the size and shape of the prize and where it is hidden in the challenging fabric of India are the first steps to capturing it,” concluded Mr Singhi.

     

  • Positioned as the ultimate music destination, the music offers a strong platform to artists, both international and Indian

    BIG CBS Spark goes musical for Gen Next

    By A Correspondent

     

    For most youth today music is a lifeline and BIG CBS Spark, in keeping with the needs of its Gen Next viewers, is coming out with some of the hottest and power-packed music-based shows. In its endeavour to sharpen the channel’s musical offering, the channel brings music based shows – Hip Hop MCs, Indie Rock Mania and Hot Hitz for its young audiences.

     

    Apart from urban-international music, BIG CBS Spark will also introduce fresh Indian music blocks ranging from hip-hop, rock, pop, folk, world, brass, chamber music, latest hits and more. The music segments will complement the existing shows like Cheaters, Max, Smash Cards, Oblivious and Real TV.

     

    In connecting with its audiences on ground, BIG CBS Spark will also feature college festivals, music concerts, youth fests, music launches and the likes. The channel will also offer a platform for young and upcoming artists to be showcased on the channel.

     

    With the youth as their audiences, the channel will see heavy use of social media to connect with audiences and already has in place a series of communications on the digital platform to engage with them.

     

    The sharpening of music content also comes from a deep understanding and in-depth research of what the audiences seek for entertainment. In gearing for digitization which is in the anvil, the channel is ensuring that it caters to the requirements of quality and variety for audiences while offering a value proposition to its operator-partners. This new offering compliments Reliance Broadcast Network’s recently launched ‘Choose Your Set-Top-Box Wisely’ campaign, which is designed to increase awareness and empower consumers with adequate information to make the right choice while choosing their set top boxes, while also enabling operators to build their brand equity.

     

    A joint venture between Reliance Broadcast Network Limited and CBS Studios International, BIG CBS Networks has changed the way English language television entertainment is served to Indian audiences. The JV launched 3 English language entertainment channels, marking not just RBNL’s, but the Reliance Group’s entry into the television broadcasting space and CBS Corporation’s channel entry into India.

     

    The themed channels targeted at India’s fast-growing, upwardly mobile population are BIG CBS Prime, BIG CBS Spark and BIG CBS Love.
    Reliance Broadcast Network Limited has a multi-media play in the spaces of Radio, Television, Intellectual Property, Out of Home and Television Production, and specializes in creating & executing integrated solutions for clients, across the country. CBS Studios International, the leading supplier of programming to the international television marketplace, is a division of CBS Corporation,

     

  • After all, it is the only big way of celebrating being in a fun and energy-filled industry, feels Vishakha Singh

    Anchor: 5 reasons why one must go for Goafest

    By Vishakha Singh

     

    Companies and people will very soon start talking about the Goa Fest, some media channels are already doing stories telling us what to expect, the controversies and so on. As usual some veterans will ask: “It is the same set of faces, same people, then why this Goa Fest Ji?” And I would reply with a ‘why not?’, after all, it is the only big way of celebrating being in a fun and energy-filled industry.

     

    Here are my five fabulous ‘Fs’ why you should consider going to theGoafest. (Or otherwise)

     

    5. Feel fresher, Feel younger

    When was the last time you did the rain dance? Wait, you just thought you are too old for it? Hah, so am I, and I’m itching to be forty. But that said, I love to watch people on the rain dance floor as I only feel younger. And that’s not the only reason, there is much more energy around in the air to make you feel young in your mind. Age doesn’t matter and will not matter for a while, if you attend Goafest!

     

    4. Fast Forward

    It’s not about celebrating what was good last year; it is more about trends that are emerging. Whoever says whatever; there is a lot to hear. Hear from both national and international minds who give a peek-a-boo in the future. Every year, without fail, the lineup is worth spending a few hours in the air-conditioned hangars. If you fall asleep, you get to recharge yourself, if you stay awake and stay alert; you are in a fast-forward world in a very different way.

     

    3. Facebooking

    Not the Mark Zuckerberg one, but more on face-to-face booking. Yes, Goa Fest is one helluva of social networking opportunity – colleagues, ex-colleagues, new flames, old flames, clients, agencies… there is not a moment you’ll be left alone, even if you wish for it! This is the best time of the year to get your own dose of social networking and that too right at the beginning of the financial year. So pick your choice and spend the year in that company. The company that you keep is what matters, make your choice here!

     

    2. Fire Fighting

    Not too many people will talk about this, but Goafest is the perfect furnace to make you a fighter. Year after year, organizers choose such dates that you will come out a fighter at the end of it. If you can beat the heat, you are an accomplished fighter, and would end up winning all deadlines!

     

    1. Fine tuning

    Um, this is quite secretive. This is not loud. This is absolutely to one’s self. With the amount of work displayed and the creativity in the air, you fine tune your mind, your thoughts, ideas, and keep it hidden – sometimes consciously and many times sub-consciously. This is the best gift that you could give yourself. Of being observant. Of people. Places. Work. Conversations. Of your own self!

     

    If you are convinced of these five fundas (or have some of your own), you must convince at least one more person. Preferably, your client, your agency, your people. See you at Goafest!

     

    Vishakha Singh is Executive Director, A Comms

    Click here to view all Goafest 2012 stories

     

  • In Freaking News, Ranjona Banerji reviews the fare on primetime news and in the papers

    Expect the same old, same old this Valentine Day

    By Ranjona Banerji

     

    Television is the favourite whipping boy of most media commentators and, for the most part, not only is it justified but it also great fun. (Is it also a coincidence that most media commentators have a print background?) But this Sunday’s newspapers were so dull that TV seemed to be a brutal relentless machine working its poor journalists to the bone with its constant hunger for more and more news and therefore deserving of much sympathy. I get five newspapers on a Sunday and finished the lot in an hour.

     

    Most Sunday papers run on a weekly cycle, which means there is ample time to plan and execute. But instead of fresh ideas and stories, we got the same old, same old. It is amply clear that the cutting of newsgathering resources and the desire to replace all talent with an army of sub-editors and, yes, boys and girls has led to a lack of imagination in newsrooms. Is there any point hoping that this is a temporary trend?

     

    Valentine’s Day, which is tomorrow, therefore threatens to bore us to tears as we read about real and manufactured love, as we did last year and the year before.

     

    We are constantly told in the media that we have to appeal to young audiences but I refuse to believe that every 20-year-old in the country is a dimwit who has no chance of recalling the same claptrap which was fed to him or her last year.

     

    * * *

     

    Can someone in The Times of India please get a promotion quick for wonderful stories to promote the boss’s daughter, so we can stop reading stories about Trishla Jain’s exhibition? The subject seems to have been stretched to the absolute limit.

     

    * * *

     

    TV and print seem to have taken quite opposing views on the army chief and his battle over his date of birth. TV was all for General VK Singh and put the government in the dock – and any studio guests who said otherwise were immediately put in the “unpatriotic” category.

     

    In newspapers however, commentators were more balanced and the dangers of the army chief’s actions were discussed. Now that the Supreme Court has rapped the army chief and the government on the knuckles, a more sober approach is being taken. Well, sort of – some sections of the media have now decided that the army chief must resign to protect his honour.

     

    This obsession with other people’s honour is a new media phenomenon andIndia’s star cricketers are its usual victims.

     

  • In Freaking News, Ranjona Banerji reviews the fare on primetime news and in the papers

    SIT’s report makes for exciting TV but bad journalism

    By Ranjona Banerji

     

    The Special Investigation Team as appointed by the Supreme Court to look at the involvement of Gujarat chief minister Narendra Modi in the Gujarat riots of 2002, particularly with reference to the Gulbarg society case has submitted its report. The report is still in sealed cover. But television spent half of last week going to town over the “clean chit” given to Modi and promptly a number of TV debates were held.

     

    The BJP, quite relieved to get a break from the behaviour of its ministers in Karnataka, sent out its publicity army in full force. TimesNow insisted that it had exclusive “leaks” from the sealed report while every other channel had their “sources” who told them what was in it.

     

    Newspapers, however, were forced to be more circumspect, although Times of India did initially blow up this “clean chit” – ironically on the same day that it headlined the slamming of Modi by the Gujarat High Court over his government’s inaction during the riots.

     

    By Friday morning, newspapers decided to wait for the actual report even as beleaguered BJP spokesperson Nirmala Seetharaman was begging channels to wait for the report. Some like Swapan Dasgupta and Yatin Oza were happy to jump the gun and blame secularists, the Congress, Muslims, activists and other wicked people for blaming Modi.

     

    Much as all this makes for exciting television, it also makes for bad journalism. One can understand our desire for tamasha but one can hope that at least we have some facts before we start jumping to conclusions.

     

    * * *

     

    It was interesting to hear Chief Election Commissioner Y Quereshi telling NDTV how hard the commission has worked to encourage higher voter interest during these UP elections. For some reason, after that the discussion became about low voter interest in Mumbai with lyricist Javed Akhtar and columnist Sandeep Desai holding forth. Quereshi did point out that Allahabad’s track record was worse than Mumbai’s.

     

    * * *

     

    The arrival of Comedy Central on our televisions has meant the welcome addition of the Daily Show with Jon Stewart to our homes. It is well worth watching at 11.30 every night as the comedian takes on American and world politicians and politics, among other things. No one is spared, which is wonderful.

     

    Of course, I understand that all Indian people and things are sacrosanct and far above humour and satire and must never be so sullied but still, kudos to Cyrus Broacha and The Week that Wasn’t on CNN-IBN.

     

    * * *

     

    While on satire, Europe has to sometimes win the day for its devil-may-care attitude. The clip about Rafael Nadal and the power of Spanish athletes – implying drug use – on the satirical programme Les Guignols, shown on the French + Canal channel has Spain up in arms. Legal action will be taken says Spain, as this is one more in a series of allegations by various French sportspersons and media that Spanish sportspersons take performance-enhancing substances. The clip, available on YouTube, is very wicked!

     

  • NCT Data Wk 5 ’12

     

    Source: News Content Track – A service of TAM Media Research Pvt. Ltd
    Channels: Aaj Tak, CNN IBN, Headlines Today, IBN 7, India TV, NDTV 24/7, NDTV India, Star News, Times Now, News 24 & Zee News
    Period: Wk 5 – Jan 29 to Feb 4, 2012
    Note : Analysis is based on the Telecast duration

     

     

     

    About TAM Media Research

     

    TAM is a joint venture between Nielsen Company & Kantar Media Research. Besides measuring TV Viewership, TAM also monitors Advertising Expenditure of Television, Print & Radio through its division AdEx India. Since 2004, it extended its presence in the PR Measurement & Analysis space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement.

     

    In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. In year 2009, TAM launched a division, called TAM Sports that specializes in monitoring Sports Sponsorship ROI.

     

    TAM Media Research’s objective is to fuel media insights that will drive the growth of the Indian Media Industry.

  • PR – Interface or Interference? is the theme of the conclave to be hosted by the Public Relations Council of India (PRCI)

    Media, PR professionals to debate ethics at global conclave

    By A Correspondent

     

    With the role of Public Relations professionals coming under scanner in the context of the 2G scam, a global conclave of PR professionals, to be held on February 13 at Trident, Mumbai, will debate the various issues concerning them.

     

    PR – Interface or Interference? is the theme of the conclave to be hosted by the Public Relations Council of India (PRCI). “We expect over 250 PR and media professionals and academicians to attend the conclave,” said M B Jayaram, Chairman emeritus and chief mentor of PRCI.

     

    Veteran media and PR professional Mr B N Kumar, who is also the conclave chairman and head of Mumbai chapter of PRCI, said: “The conclave assumes significance in view of the debates on its theme and panel discussions on social and digital media and government and political public relations.”

     

    Maharashtra DGP Mr K Subramanyam will inaugurate the conclave while veteran jiournalist-editor Mr H K Dua will deliver the key note address. Others speakers include Mrs Rajashree Birla, Chairperson, The Aditya Birla Centre for Community Initiatives and Rural Development, Mr Tony Good, Executive Chairman, Good Relations and veteran journalists Mr Ayaz Memon, Mr Kumar Ketkar and Mr D K Raikar.

     

    Importance of PR and corporate communications is growing in leaps and bounds. The profession is no longer what it was even a couple of years back and the technological advancement in the present digital world has added a new challenging dimension to the profession. With the availability of new tools for communication and PR, the corporate communication or PR professionals runs the risk of being outdated if they become complacent even for a short time.

     

    “Add to this, the dilution of media ethics, the growth of investigative journalism, the fight for eye ball share, the TRP focus, and the high cost of square millimeters in print and millisecond on TV and you have yet another dimension to the profession,” said Mr Jayaram.

     

    The conclave will thus offer thought leadership and empower the PR practitioners to upgrade their skills and knowledge to manage communication. This conclave is also an opportunity to meet some high profile communication experts of national and international distinction, and exploring the immense potential of PR, he added.

     

    Another highlight of the conclave is the presentation of its signature annual Chanakya Awards and PR Hall of Fame recognitions. There will another set of awards for corporate collaterals like annual reports calendars and communication campaigns.

     

    PRCI is a national body of Public Relations, Corporate Communications, Advertising and Media Practitioners, Event Managers and academicians. Established in 2004, PRCI strives to enrich the professional development of media practitioners and provide networking opportunities to further the course of the profession. With its headquarters atBangalore, PRCI has 21 active chapters and many more are in the offing.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    Ad Strat: Palasa Creative Place

    Sandeep Bomble, Founder, Palasa

     

    1. Name of the Campaign: Ghost Campaign

     

    2. The Brief: To promote an exclusive weight loss package by Iosis Medispa

     

    3. Research insights:

    Everyone today wants to feel good about himself/herself. Keeping this notion in our minds, we came up with a strategy of doing away with the “ghost” lurking inside. This “ghost” is the fat in our bodies that causes the feel good factor to diminish, and eventually, take a back seat.

     

    Excess of fat in the body causes obesity, leading to many other ailments such as high cholesterol, diabetes, lethargy, cardio vascular attacks and so on.

     

    Apart from the physical harm fat causes, it also attacks you mentally. An overweight person will feel low, left out and in many cases will also have a severe inferiority complex. Having friends and peers with slim bodies around will only make it worse.

     

    4. The thought process behind the creative:

    Understanding the insight of how obesity affects one’s life, we realized there is a huge opportunity for making the audience aware about the evils of obesity and provide them the right solutions against it.

     

    As the insight was strong enough to put across a strong message, we visualized obesity and treated it as evil. The evil that is set free making the man/woman feel happier and lighter with a range of slimming packages from Iosis Medispa.

     

    5. Media vehicles chosen:

    The leading media was Print, which was supported by Outdoor and the distribution of leaflets in the local vicinity. To make it interactive, the campaign was backed by innovations like the ‘ghost’ stickers pasted on the mirrors of multiplex washrooms, instigating the audience to consider their fitness.

     

    6. Key issues kept in mind while executing the ad:

    The campaign was built around the insight that obesity is the root cause for some of hazardous evils trapped within the human body. The evil obese figure emerging out of the slimmer man/woman adds enough drama that would act as an immediate hook for the audience. The settings were easy going in nature, expressing that it’s not only about looking good; but feeling good inside. The clutter breaking communication minus vague promises and loud claims, effectively stirred up the message of ‘set free to healthy living’ in a distinctive yet effective way.

     

    7. Does the treatment do justice to the brief?

    The ad is interestingly dramatized by showing obesity in an evil light, treating it as a ghost. It talks about getting rid of the excessive fat from your body, leaving you happier and lighter from within. The woman and man in the ad were shown in a composed and relaxed state with toned, healthy figure. The personified ghost acts as the bad unwanted fat that has a feel good factor to it once disposed. The ad achieved the desired response as it was different from the usual ‘before and after weight loss ads’, thus, breaking the market clutter to good effect.

     

    8. What according to you is the differentiating factor about the ad?

    The dramatic execution came out as a refreshing change from the regular ‘Before and After’ slimming ads. The communication set a different tone within the industry, opening up the thinking verses the mundane pre and post differences in the figure. The idea and the expression proved interesting enough to stand apart from the rest.

     

    9. Market and client feedback:

    This ad received an optimistic review across the market span. It was well understood, across classes, as a clutter breaking ad. The market audience was already weary watching the same clichéd ‘before and after weight loss’ ads done by the competitors. So, the ‘ghost ads’ came out as fresh interesting breeze amongst the muddled space, elevating the brand value.With the ad covering a number of media across, the brand presence was visibly felt.

     

    Walk-in targets exceeded along with increase in phone calls and queries after the launch of the campaign. The client felt confident about the positive air envelope the brand, Iosis.