MxMIndia

Tag: Ajay Mehta

  • Launches 'Idhu Namma campaign'

    Brooke Bond 3 Roses collaborates with CSK for new TVC

    By Our Staff

     

    Brooke Bond 3 Roses tea brand launched its new TVC Idhu Namma Tea(m), where it has partnered with the IPL team ‘Chennai Super Kings’ for its 15th edition. The campaign highlights the message of ‘Idhu Namma Tea, Idhu Namma Team’ (It’s our Tea, It’s our Team) to connect with the audience by accepting and trusting the new members of CSK.

     

    Said Shiva Krishnamurthy, Vice President, Tea & Foods (HUL): “Brooke Bond 3 Roses is South India’s most loved tea brand and an icon of Tamil Nadu. Being Tamil Nadu’s favourite tea, we are happy to partner with Tamil Nadu’s favourite tea(m), Chennai Super Kings, during this year’s IPL. Our Idhu Namma tea(m) campaign celebrates Tamilians’ love for 3 Roses tea and for CSK with lots of warmth and affection.”

     

    Added Ajay Mehta, Senior Vice President, Mindshare: “With the IPL season, we took this golden opportunity to associate with Chennai Super Kings, a team that unifies entire Tamil Nadu and resonates well with the brand’s philosophy of togetherness. The films capture this in a light-hearted manner and that too over a cup of tea.”

     

     

  • An initiative to support Bengal's local handloom weavers

    Mindshare launches Pujo campaign for Sunlight detergent

    By Our Staff

     

    Sunlight, the detergent brand, has announced the launch of its new initiative ‘Sunlight Tantir Rong’ to support Bengal’s local handloom weavers.

     

    Commenting on the initiative, Prabha Narasimhan, Executive Director – Home Care, HUL, said: “Since time immemorial, handlooms have been a part of local culture in West Bengal and many of these weavers who have been adding colours in our lives since generations have been hit hard by the pandemic. We are delighted to launch ‘Sunlight Tantir Rong’, an initiative which will provide the community with a platform to showcase their magical art and talent and bring them at our fingertips. This initiative is a small step towards bringing back colours to the lives of these weavers and their families.”

     

    Added Ajay Mehta, Head Content Partnership and Experiential, Mindshare: “For an iconic brand like Sunlight being weaved into the local culture of its bastion market is a key unlock to build a strong connect with its target audience. The campaign ‘Sunlight Tantir Rong’ allows us to beautifully bring alive the brands values & purpose by standing for the betterment of the Weaver community in Bengal. A humble attempt to bring back colours into the lives of the local weavers of West Bengal.”

     

     

  • Will be setting up the communications planning vertical for the agency’s key businesses

    Mindshare names Vipasha Bhuptani as communications planning lead, Content+

    By Our Staff

     

    Vipasha Bhuptani
    Vipasha Bhuptani

    Mindshare India has announced the appointment of Vipasha Bhuptani as Communications Planning Lead for the Content+ team.

     

    In this role, Bhuptani will be responsible for setting up the communications planning vertical for the agency’s key businesses.

     

    Parthasarathy Mandayam
    Parthasarathy Mandayam

    Said Parthasarathy Mandayam (Maps), CEO – Mindshare South Asia: “Vipasha has a proven track record of implementing strategic communication initiatives across various brands and markets. We believe that Vipasha will play a pivotal role as we accompany our clients in revamping their content strategies.”

     

    Ajay Mehta
    Ajay Mehta

    Added Ajay Mehta, Senior VP – Mindshare Content+ & Partnerships: “Given the explosion in the content and communication landscape and with the emergence of new platforms, formats and frameworks, there is a need to address and build sharper & deeper, yet fully integrated content narrative for our set of clients. I look forward to working closely with Vipasha and I am confident that she will further strengthen our content offerings. Her expertise in strategic brand communications will further enhance our clients’ integrated content journey.”

     

  • IOM will provide customised mapping solution for clients with outline of audience aggregation across geographies

    Kinetic launches OOH planning tool IOM

    By A Correspondent

     

    Out-Of-Home major Kinetic Worldwide has announced the launch of India On The Move (IOM), a proprietary tool developed fully in-house to help understand audience traffic patterns.

     

    Ajay Mehta

    Speaking on the development, Ajay Mehta, Managing Director of Kinetic India said, “The current situation is a revolutionary trendsetter for the way media is consumed across the globe, breaking all the pre-existing norms. For the OOH industry the key lies in mapping the current consumer behaviour with what brands have to offer and chalking out a plan, post lockdown in the new normal. Analytics is expected to play a key role in optimizing investments for OOH. With the launch of IOM, we intend to offer a tool that leverages real time inputs to maximise campaign impact across geographies and mobility opportunities acknowledging the greater demand for transparency and ROI.”

     

    Arijit Chakrabarti

    Added Arijit Chakrabarti, Head of Strategy at Kinetic India: “Despite having the second largest reach as per Target Group Index, OOH is considered as being data dark – with planning based more on gut-feel rather than on-ground facts and science. IOM is an online proprietary tool bringing science into planning.  It leverages multiple visualizations that help showcase underlying data and build relevant insights. The system accounts for differentiated audience mobility patterns on a real-time basis and offers customised mapping solution with outline of audience aggregation across geographies.”

     

     

  • Mehta will also be joining the GroupM India Executive Committee (ExCo)

    GroupM integrates ITV & Kinetic under Ajay Mehta

    By A Correspondent

     

    GroupM has announced that Ajay Mehta will Managing Director of Cinema (ITV) and OOH (Kinetic). Prior to this Mehta was MD of ITV. Mehta will also be joining the GroupM India Executive Committee (ExCo).

     

    Speaking on the development, Prasanth Kumar – CEO, GroupM South Asia said: “We are fortunate to be the leaders in both cinema and OOH practices and our goal and vision is to make it stronger and bolder. Our belief in OOH and Cinema related solutions for brands continue to be strong and while we are going through tough times, it is important to prepare as well as strengthen our offering. Ajay in his leadership role will focus on integrating the teams and prioritise focus on larger returns for clients and brands, shaping solutions that would provide an edge for our clients by collaborating with multi avenues like digital, technology and other media opportunities. I am confident his entrepreneurial skills and collaborative nature will help and lead the teams to larger strength.”

     

    Added Mehta:  “I am very excited with this opportunity. The coming together of the two businesses is a huge opportunity for us to create new strengths and to be valued partners for our clients by delivering result -oriented solutions for them. I look forward to working with the two teams and to contribute to the growth of the business.”

     

    All the ITV teams along with the Kinetic leadership team will report to Mehta while he will continue to be based out of Gurugram and will report into GroupM CEO Prasanth Kumar.

     

     

  • Harsh Deep Chhabra, Ajay Mehta, Nikhil Mayne and Samraat Kakkar to take on new leadership roles

    Mindshare India announces key leadership changes

    By A Correspondent

     

    Mindshare has announced a major rejig of leadership roles in line with the agency’s efforts to stay adaptive, agile and innovative.

     

    Harsh Deep Chhabra takes on the role of Senior Vice President, Mindshare Fulcrum with immediate effect. In his last five years in the company, Chhabra has played a key role in the growth of Team Fulcrum at Mindshare. He has also played a critical role in managing the strategic digital mandate.

     

    As Mindshare re-orients its business around the pillars of “Acceleration”, “Outcomes” and a “Refreshed Neo”, there have been key changes in the leadership of its Content+ practice and Neo India as well, notes a communique.

     

    Ajay Mehta moves to the role of Senior Vice President, Content+. In his new role, Mehta will take on national responsibilities for Entertainment & Sports (ESP), Branded Content, Music & IP Creation along with the Experiential Marketing practice. His responsibilities also include South Asia Content+ mandate for Unilever.

     

    Nikhil Mayne has been designated Vice President, Content+. His responsibilities include developing the Social Media practice and driving the creation of Agile content that powers performance marketing. He will also drive the ESP and Branded Content practice for m/SIX India.

     

    Samraat Kakkar, who has driven the digital practice for Mindshare North and East, will take on the role of Vice President, Neo India. Neo is an expert in Performance Marketing globally and partners Mindshare in driving integrated solutions for clients across Brand & Demand.

     

    Speaking on the development, Amin Lakhani, COO, Mindshare South Asia said: “We at Mindshare strive to keep our clients ahead of the curve and our people agile and integrated. All these leaders have proven their abilities to deliver desired outcomes and beyond even in challenging situations. I am positive that the new structure will help us achieve maximum impact for our clients and create more value for our teams”

     

    Added MA Parthasarathy, CEO, Mindshare South Asia: “As the industry is staring at unexpected times, it is imperative for us as an agency to be future-ready. We are delighted to have such experienced leaders within the agency, who are future-focused and skilled to deliver disruptive business thinking for our clients.”

     

     

  • 50% of urban cinema-goers are open to consume ads before the start of the movie and in the interval

    15- to 34-yr-olds captive for multiplexes & theaters: Interactive TV report

     

    By A Correspondent

     

    As cinema advertising gains momentum in the media mix, Interactive TV, the cinema advertising unit of GroupM India has released a report to track the urban cinema-going audience. The report, called ‘At a Theatre Near You’, is in collaboration with Kantar IMRB, also a part of the WPP group.

     

    ‘In a Theatre Near You’, notes a communiuqe, studies the urban cinema consumer and correlates their lifestyle and purchase habits with their film viewing habits. The report looks at audiences across eight cities in India, and buckets them into heavy, medium and light cinema goers.

     

    Speaking in the launch of the report, Ajay Mehta, Head, Interactive TV said, “The cinema medium had a lack of scientific data for planners and marketers. Being the leaders of cinema advertising in India, we are trying to make cinema advertising more transparent and accountable. This report is Interactive TV’s most ambitious initiative with the aim to down some measurement parameters for the medium and help brands understand and exploit the potential of this medium.”

     

    The report states that 57 per cent of the audience base watches a movie in the theatre at least once in six months, and of these 71 per cent are between the ages of 15 and 24. The gender gap is also decreasing with the urban cinema audience, as 53 per cent are women. Going to a movie in the theatre continues to be a social phenomenon as it ranks high as a family and social activity.

     

    Even though cinema advertising is a small part of the advertising expenditure in India, over the last few years it has been tremendous growth of over 20 per cent. Brands and marketers are realising the potential of the medium and its ability to work well with other media. 76 per cent of urban cinema goers own a smart phone and 45 per cent have the latest apps installed. This is a huge opportunity for marketers to creatively synchronise digital and in-cinema campaigns to maximize effectiveness of the both media.

     

    Another important point from an advertiser point of view is that 50 per cent of this audience is open and willing to consume advertisements before the start of the movie and during the intermission. Moreover, average consumers reach the movie hall 15 minutes before the show time, which allows enough and more branding opportunities for advertisers.

     

    At A Theatre Near You Summary

     

  • Buzz Index is a measuring tool that identifies, captures and quantifies the Buzz around a particular film across all social media platforms

    WPP’s Interactive Television unveils Buzz Index

    By A Correspondent

     

    WPP’s Interactive Television has launched ‘Buzz index’, a buzz measuring tool to help advertisers make informed decisions for cinema advertising. With the launch of Buzz Index, Interactive Television is aiming to measure and identify film stars and films apart from the obvious ones, that are capturing the imagination of its audiences and are generating a healthy pre-release buzz.

     

    After combining information from all the data points mentioned above, Buzz Index will arrive at a benchmark score once the model for the index is run through Interactive’s Movie Buzz Database (2015 and updated yearly). All new releases will automatically be compared to the indexed number of 100 which is the average score or the Gold Standard for all films, primarily films that have done more than 100 crores at the box office. A film’s Buzz Index will be calculated regularly – (Week 1) 31 days before the film release, (Week-2) 24 days before the film release, (Week-3) 17 days before the Movie release and (Week-4) 10 days prior to the release.

     

    Said Ajay Mehta, CEO of Interactive Television: “We at Interactive also want to change the way cinema advertising is bought and sold in the country. Currently, cinema advertising peaks around 10-12 blockbuster movies and in the absence of any measure of a film’s buzz, advertisers miss out on movies which are being talked about by their consumers. Buzz Index aims to change that so that even a small movie which is creating buzz and has a possibility of opening well should come up on the radar of the advertiser.  With the launch of the Buzz Index, we want to make cinema advertising data driven rather than based on subjectivities. We aim to broad base the number of movies which can attract advertisers… Buzz Index is our second initiative in this direction after CAM and we will be launching a lot more such initiatives in the near future to ensure that cinema advertising is transparent and accountable by being data driven and tech enabled.”

     

  • The report documents important specifics of the month of August including presence of each category and brands in cinema

    Interactive TV releases Cinema Audit & Monitoring report

    By A Correspondent

     

    Interactive Television, a unit of WPP, in collaboration with IPSOS-MEDIA CT released the CAM report August 2014 (Detailed trends and tracker for the movie Singham Returns). CAM report by Interactive Television is an initiative seeking to capture and present the trends and developments in the Indian Cinema advertising industry. The report documents important specifics of the month of August including presence of each category and brands in cinema, brand recall, placement and distribution strategy of each brand and traces the developments in the Indian cinema advertising.

     

    CAM report August 2014 captures that Food and Beverage continues to be the top category present in almost all the screens in cinema advertising in the last one year & has emerged as a biggest spender on this medium followed by Beauty & Personal Care and Apparel.

     

    Ajay Mehta, CEO- Interactive Television Pvt. Ltd says, “CAM completed 12 rounds of audit with ‘Singham Returns’. With this month’s CAM report, 298 brands were active on cinema out of which 55 are new brand entrants. On an average, 120 new brands are associating with cinema every month and looking at it as a useful medium to advertise. In the coming months, we are expecting to see rise in number of brands advertising on cinema because of big releases like Happy New Year, PeeKay expected to generate higher footfalls.”

     

    Key highlights of the report include cinema is India’s greatest passion and has been enchanting audiences for almost a century now. The core objective of CAM report is ‘to understand the potential of cinema as a medium of advertising, track how is it moving over time.’ The Report examined advertising investments in Indian multiplexes or theatres and offers a comprehensive overview of where the money is flowing in cinema advertising. Chocon continues to be the top advertised brand on screen with presence in 3/4th of the screens and the ads are being played in all premier slots. The brand continues to be most recalled brand followed by 7up. Also the difference between the top brand recalled and the others is quite high.

     

    The report also highlights that 55 new brands were screened, out of which Parle Marie & Tropicana were present on more than 100 screens. Parle Marie with highest slots balanced their ads for ‘Before Movie’ and ‘During Interval’ equally.

     

    CAM reporting is done on a monthly basis and monitoring is done with big releases in that particular month.