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Tag: DDB Mudra

  • Taproot's co-founders Dias and Santosh Padhi are clearly testing the market and checking out valuations, said an agency insider. But this may not tantamount to an immediate sale

    Global ad biggies like Omnicom, Publicis & Dentsu in hectic parleys to buy Taproot

    By Neha Dewan & Ravi Balakrishnan

     

    In 2011, when Taproot snatched two big-ticket assignments, PepsiCo and Airtel – both JWT clients – the joke was that JWTstood for Just Went to Taproot.

     

    Now JWT may just have to be shuffled around to become TJW – or Taproot Just Went – now that a clutch of global ad networks are in hectic parleys with the founders of the five-year-old independent Indian agency. Those in the fray, said a person familiar with the negotiations, include the Omnicom group, Publicis and Dentsu.

     

    Agnello Dias, chairman and co-founder, Taproot India, said: “There are three or four groups talking to us and Dentsu is one of them. It doesn’t have any head start and we are no closer to signing a dotted line (with Dentsu than with any other network).”

     

    A Dentsu spokesperson was unavailable for comment. Nakul Chopra, CEO, Publicis South Asia, said: “We don’t comment on acquisitions of any nature.”

     

    Taproot’s co-founders Dias and Santosh Padhi are clearly testing the market and checking out valuations, said an agency insider. But this may not tantamount to an immediate sale.

     

    “The global groups are speaking not just to Taproot but also to other independent agencies like Creativeland Asia. We are open to talking to anybody but at the end of the day it may not be Dentsu, Omnicom or anybody. We would just like to get an idea of how much we are worth and valued at,” is how the insider who requested anonymity put it.

     

    The agency, which had a slow beginning in 2007, eventually moved on to big clients. Campaigns such as ‘Har Ek Friend Zaroori Hota Hai’ (HFZ) and ‘Change the Game’ for Pepsi got popular acclaim as well as industry  accolades with HFZ winning seven medals at Goafest this year.

     

    At Goafest, considered the premier local ad festival in India, Taproot was runner-up to Ogilvy India, clinching 34 metals and beating top agencies such as Leo Burnett, DDB Mudra, Grey and JWT. Besides this, the agency had won the Grand Effie award last year for the ‘Change the Game’ campaign.

     

    In its fifth year, the agency runs a tight ship with 35 people on board. A senior official at a leading ad agency says that Taproot has had to turn down a lot of projects in the past year.

     

    “Funding via a sale of equity will help them increase their capabilities,” he said. For now though, a more interesting game is afoot with Dias and Padhi playing their cards very close to their chest.

     

    Source: The Economic Times
    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • 17 teams from various clients and media organizations participated in the quiz

    DDB Mudra wins The Economist’s Battle of Wits quiz

    By A Correspondent

     

    The DDB Mudra Mumbai comprised Anwesh Bose, Manasa Nayak, Siddharth Srivastava team won The Economist’s Battle of Wits quiz held at Garden of Five Senses in Delhi last Friday.

     

    The NTPC team comprising Sujit Varkey, KM Prashanth and Chandan Shahi came in second and Zenith Optimedia team, comprising Sudipto B, Ashima Thapliyal and Vikrant Dhawan came in third.

     

    The quiz was conducted by Firstpost senior editor Anant Rangaswami.

     

    17 teams from various clients and media organizations participated in the quiz.

     

    Mahesh Nambiar, ad sales director, The Economist,India, said: “We are delighted at the turnout for the event. We were worried that the searing heat may act as a deterrent but 65 of our friends from media and client organizations turned up.”

     

  • According to Madhukar Kamath, group CEO and managing director, DDB Mudra Group, Maatra is the first attempt by an Indian marketing communications group.

    Maatra to be rebranded Gutenberg Networks India

    By Ravi Balakrishnan

     

    Following close on the heels of shopper marketing specialist TracyLocke and brand consultancy Interbrand, a third specialised offering from the Omnicom group comes to India via DDB Mudra – Gutenberg Networks. Maatra, a company that exists within DDB Mudra will be rebranded Gutenberg Networks India.

     

    According to Madhukar Kamath, group CEO and managing director, DDB Mudra Group, Maatra is the first attempt by an Indian marketing communications group to hive off the functions usually performed by an in-house studio into a separate successful brand.

     

    Its offering includes premedia services, translation, website localisation and film adaptation. Maatra’s offerings sync well with those of Gutenberg Networks, which has 1,200 employees globally and counts Philips, Pepsico Tropicana and Volkswagen among its clients.

     

    Source:The Economic Times

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

     

  • Xavi Bech De Careda from Barcelona joins DDB Mudra Delhi as the new planner

    DDB Mudra gets Xavi Bech De Careda as VP Planning

    By Amit Bapna

     

    DDB Mudra Delhi has a new planner and this one is straight from Barcelona who has joined the agency as Vice President, Planning. Xavi Bech De Careda has worked with BBH and McCann Healthcare in London as also BBDO Tiempo, Rapp Collins and DDB Barcelona as a Brand & Communication Strategist.

     

    He has worked on varied brands like Audi, Bayer, Fujitsu Italy, Marcilla Coffe, Natura Bisse, Panasonic and Volkswagen and others. In this role, he would be reporting to Vandana Das, President, DDB Mudra Group, Delhi and Aditya Kanthy, Senior VP, Panning, DDB Mudra, Delhi & Mumbai.

     

    Commenting on this new appointment, Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group, said: “Delhi is the growth market for the DDBMudra Group. We have a large presence already. Xavi, with his rich and diverse experience will add to the talent base that we have in the DDB Mudra Group in Delhi.”

     

    Source: The Economic Times
    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • What has shown improvement is the cumulative reach for the 73 matches in IPL 5 that stands at 161 million

    73 matches on IPL5 get an average TVR of 3.36

    By A Correspondent

     

    Despite delivering the lowest television ratings in the history of the tournament, the weekly data released by TAM sports has shown some consistency in its overall IPL 5 viewership. According to the latest numbers released by TAM Sports for the first 73 matches (CS 4+ All India), IPL 5 recorded a TVR of 3.36 per cent, which is slightly lower than the first 73 matches of season four which received a TVR of 3.51 per cent.

     

    These ratings do not include the final match played between Chennai Super Kings and Kolkata Knight Riders on May 27. A total of 76 matches were played in season five, the highest so far in the entire tournament, and out of the 76 matches played, two matches were abandoned due to rain.

     

    The inaugural IPL season (IPL1) however continues to remain the most watched tournament till date with a TVR of 4.81 per cent for the 58 matches whereas IPL3, which celebrated the home coming season, witnessed the second highest viewership for the first 60 matches with a TVR of 4.65 per cent; IPL season two which was played in South Africa received a TVR of 4.17 per cent for the first 57 matches.

     

    What has shown improvement is the cumulative reach for the 73 matches in IPL 5 that stands at 161 million. This is nearly the same for IPL 4 where the reach was 162 million and far better than IPL 3, 2, and 1 where the reach measured was 143 million, 122 million and 102 million respectively.

     

    It may be recalled that for the first 59 matches IPL 5 delivered a TVR of 3.33 per cent and during the first 48 matches, IPL 5 delivered a TVR of 3.40 per cent whereas for the first 36 matches IPL 5 delivered a TVR of 3.41 per cent, for the first 27 matches, it delivered a TVR of 3.53 per cent and the first 16 matches, a TVR of 3.65 per cent.

     

    Mr Janardhan Pandey, Associate Vice-President, DDB Mudra Max said that he was not disappointed with the ratings as season five was expected to deliver lower ratings than last year, although he did expect the ratings to be closer to season four. On the factors that might have affected the viewership, Mr Pandey said: “I feel that on the face of very high expectations, too much confusion before the start of this season along with poor Indian team’s performance in last one year and overdose of cricket did impact the IPL season five viewership. I am also of the view that certain IPL teams are weak with few relevant star players as compared to many other teams, so the matches involving them delivered low ratings, thus impacting the overall score.”

     

    “I believe that the game is extremely popular and audiences are still around. Only the crowd needs to swell further. The weaker teams must get boost up with inclusion of adequate star players” he added.

     

    Source : TAM Sports, TG : CS 4+ yrs, Market : All India, Channel : MAX, No. of Matches analysed : As mentioned in the table

    * In IPL 1 one match (47th) was abandoned due to rain
    * In IPL 2 two matches (7th & 13th)were abandoned due to rain
    * In IPL 4 one match (20th) was abandoned due to rain
    * In IPL 5 two matches (32th & 34th) were abandoned due to rain

     

  • At 3.40 TVR (CS 4+, all India), IPL 5 is faring poorly when compared to 2011 where it recorded a TVR of 3.54, 4.53 in 2010, 4.05 in 2009 and 4.72 in 2008

    Halfway through, IPL 5 ratings stabilize

    By A Correspondent

     

    The downward slide continues though not as stark as it is made out to be. Numbers released by TAM Sports for the first 48 matches of IPL 5 have shown the ratings to be the least recorded thus far compared to previous four seasons. At 3.40 TVR (CS 4+, all India), IPL 5 is faring poorly when compared to 2011 where it recorded a TVR of 3.54, 4.53 in 2010, 4.05 in 2009 and 4.72 in 2008.

     

    It may be recalled that for the first 36 matches, IPL 5 delivered a TVR of 3.41 per cent, for the first 27 matches, it delivered a TVR of 3.53 per cent and the first 16 matches, a TVR of 3.65 per cent.

     

    What has shown improvement is the cumulative reach for these 48 matches in IPL 5 that stands at 151 million. This is nearly the same for IPL 4 where the reach was 152 million and far better than IPL 3, 2, and 1 where the reach measured was 137 million, 118 million and 98 million respectively.

     

    Delving on the suggested trend, Janardhan Pandey, Associate Vice President, DDB Mudra Group said: “Despite what is being said, the sport remains most popular and the reach deliveries also seem to be in line with our expectations. Maybe it’s a period of stabilization for IPL20 viewership. It cannot be doing excellent forever after all. There were many issues to start with such as overdose of cricket & the consistent poor performance by Indian cricket team. Keeping all those factors in mind I will give thumbs up to overall performance of IPL 5.”

     

    On the reported rise in reach numbers, Mr Pandey said: “This shows the strong appeal that the game of cricket enjoys in India. The ever increasing eye balls for cricket are testimony to this fact.”

     

     

    Program TVR %
    IPL5 Opening Ceremony 1.16
    Viewership of IPL Seasons for first 48 matches
    Year Season No. of Matches Avg. TVR % Cum Reach 000s
    2008 IPL 1 *47 4.72 98988
    2009 IPL 2 *46 4.05 118698
    2010 IPL 3 48 4.53 137049
    2011 IPL 4 *47 3.54 152720
    2012 IPL 5 *46 3.40 151585

     

    (Source: TAM Sports; Market: All India; TG: CS 4+ yrs; Period: Wk 14 to 18, 2012; this data is for first 48 matches of all IPL seasons.)

    * In IPL 1 one match (47th) was abandoned due to rain

    * In IPL 2 two matches (7th & 13th) were abandoned due to rain

    * In IPL 4 one match (20th) was abandoned due to rain

    * In IPL 5 two matches (32th & 34th) were abandoned due to rain

     

  • Published by Fingerprint, Life In A Rectangle is a candid memoir where adman Sujit Sanyal narrates some revealing, some intriguing and other whacky stories about the advertising world from his Clarion days

    Today’s ad industry is all about business: Sanyal

    By A Correspondent

     

    Title Waves, the new bookstore at Bandra, Mumbai was teeming with several old-timers who are associated in some way or the other with Sujit Sanyal, a former advertising veteran who worked with Clarion Advertising in old Calcutta. The occasion was the launch of Mr Sanyal’s debut book – Life In A Rectangle, The World Around 55BMirza Ghalib Street.

     

    The launch was made special by the presence of Madhukar Kamath of DDB Mudra – an ex-Clarionite himself who was among the four individuals with an MBA qualification to have joined the agency when it was at the zenith of its success – who unveiled the book to the gathering.

     

    Published by Fingerprint, Life In A Rectangle is a candid memoir where adman Sujit Sanyal narrates some revealing, some intriguing and other whacky stories about the advertising world from his Clarion days, his first agency, which he joined as a trainee and whose Kolkata branch he later went on to lead.

     

    When asked on the factors that led him to script a book on his days at Clarion, Mr Sanyal said: “Life in a Rectangle happened while I was toying with the idea of writing a book on my formative days in advertising. The book is a fun reading piece that chronicles the advertising era of the 70s and 80s in Calcutta.”

     

    On the choice for the name of the book, Mr Sanyal said that “the name for the book came from my mentor who said that all advertising that you see today are flashed on screens that are rectangle in shape, be it television, computer, mobile, magazine, i-Pad, etc.”

     

    According to Mr Sanyal, what made him even more convinced to write a book on the agency with a glorious past is because at one point in time, Clarion Advertising was India’s No 2 agency after HTA (now JWT). “That was around mid-70s to early 80s. In the early 80s, it started falling apart due to differences between theUnion, the Management and the Board. In fact, the agency had seen downfall on many occasions and I, myself, was there during a couple of occasions. Once when I was a newbie and the second time when I was heading Clarion’s profit-sharing centre from Calcutta and I saw the fall from a much closer distance. So since I was writing the book, I said to myself why not add these bits of information too.”

     

    Mr Sanyal added that there are just 2-3 people whom he has slam-banged, but the others have been given due credit for playing an influential role in his life. Highlighting the era of advertising that existed in those days also served as an inspiration for him to pen down his thoughts: “In those days, a man was judged by the way he used to hold his drink. But all that has changed today. I am not at all in favour of the pub-going trends of today where it is about ‘wham bam thank you ma’am’; holding your drink in a particular fashion was an art in those days. Also, we were unofficially trained on how to be a bartender. So if there was a client who came and he was drinking whiskey with water, it was our job to see that he kept getting his refills and not asking him on what else would you have. It was all great fun and at the same time you had to work too. The days of yesteryears were so much more exciting.”

     

    Admitting the factors that have led the industry to undergo a sea-change, Mr Sanyal stated: “The advent of technology has made things a bit easier for everyone in advertising. The times have really changed today. Anyone who has a mobile and a laptop becomes a filmmaker and can do his own work at his own pace. But this has also led to things becoming more clinical; everything now has got into a box including media plans that are largely TRP-driven.”

     

    Being direct, Mr Sanyal didn’t hesitate when asked on his views on the state of the advertising industry today: “The advertising industry today is all about business. There are a few legends who still are wowing the industry with their work but they will all go away.  At the end of the day what are you doing in advertising – you are playing with human emotions. Also, what is happening is that I may have a relative who is the boss of a big client company but he cannot give me the business because the diktats are decided by people who sit across the transatlantic ocean. In a nutshell, globalisation is taking its toll on the industry. They are not allowing the Indian agencies to grow.”

     

    Still basking in the accolades that are coming his way from friends and family over the first book, Mr Sanyal is already tempted into writing a second book that may see the light of the day soon. If he were to go by suggestions thrown up by his friends at the venue, it would well be a book on his first job at Junior Statesman (JS, as it was popularly known), a magazine that was far ahead of its time.

     

    Life in a Rectangle: The world around 55B, Mirza Ghalib street; published by Fingerprint Publishing; price Rs 395/-

     

  • It's Maharashtra & Gujarat Day today. We speak to select mediapersons and brand advisors on how the two high profile states are perceived

    So which scores higher – Brand Guj or Maha?

     

    By Shubhangi Mehta

     

    Maharashtra and Gujarat can be regarded as two of the most prosperous states of India. Where Maharashtra outshines in the industrial aspect and Bollywood Bling, Gujarat, the state of our father of nation, Mahatama Gandhi, is a state which has bounced back despite major natural calamity like the 2001 earthquake.

     

    Manish Bhatt

    In terms of promoting the state, Gujarat’s campaigns featuring the Bollywood icon Amitabh Bachchan are all over the media whereas we haven’t seen any such promotions from Maharashtra. The reason for this is the capital of Maharashtra – Mumbai – which is by itself is a matter of publicity for the state. Iconic names like Sachin Tendulkar, Lata Mangeshkar all belong to Maharashtra and there is also Bollywood.

     

    Says Manish Bhatt, Founder Director at Scarecrow Communications Ltd: “I think Gujarat is being branded well because its government has a strong political view and agenda. The spirit of Gujarat is like a phoenix, they have a never say die attitude. Where as Maharashtra lacks a strong political drive towards branding the state with no consistent political rule hence they lack uniformity in the political agenda”.

     

    Lloyd Mathias

    Lloyd Mathias, well-known marketer and until recently with Tata Tele, reasons: “It’s a recent trend that we are seeing states promoting themselves by focusing on campaigns. Gujarat has managed the total branding really well whereas Maharashtra has been left behind, not only in terms of brand building but also because it needs a 360-degree development approach. In my opinion,  bureaucrats must try and use the public money in developing the state and using these state days as an excuse to launch their development programmes.”

     

    Gujarat has over 50 million people (5 per cent of India’s population) and contributes 21 per cent of exports and 13 per cent of India’s industrial production. The state has the distinction of achieving the highest GDP over 11 per cent in the country. In Maharashtra, Mumbai became the gateway to India in many ways. Today, it is the business capital and the entertainment capital of the country.

     

    Bharat Kapadia

    According to veteran mediaperson Bharat Kapadia both Maharashtra and Gujarat progressed remarkably well though in recent times, Gujarat is “doing wonders in terms of progress due to the consistent and visionary leadership”. “The quality of leadership in Maharashtra has not been stable for quite sometime. Maharashtra does have a rich heritage but it’s losing edge due to unstable political system, bad infrastructure and so on. In my opinion there isn’t any limit to growth, but it requires great vision which the leaders in Gujarat are showing,” he adds.

     

    Though the terror attacks in Mumbai and the portrayal of the city in films like Slumdog Millionaire may have stained the image of Maharashtra, but the region and its people are known since the old days for their strength and valour. While the famous Salt March started in Gujarat, it may be argued that the culmination of the Freedom Movement occurred in Mumbai with the naval revolt (or the Bombay Mutiny), which, many say, was what got the British to finally decide to leave India.

     

    Sudarshan Banerjee

    Says Sudarshan Banerjee, Head, Mudra Ahmedabad and Director, NBD, DDB Mudra: “When we speak about brand building, Maharashtra has in the past, done campaigns promoting the state and so has Gujarat. Though in recent times, Maharashtra is low key on such activities. The reason for this can be that Maharashtra is a state which does not need to talk so much about itself, people anyway come here. Gujarat, on the other hand, has promoted itself so well in the recent past that not only tourism but also the number of investors investing here has increased. And the future only promises growth for the two states.”

     

    It is obvious that both the states are economically extremely important for the country. But whereas the Gujarat government is taking a stand and developing it by leaps and bounds, a similar effort and vision is needed for Maharashtra as well.

     

  • Ogilvy was the clear #1, but runner-up Taproot showed the Big Boys the might of the small…

    @Goafest, Taproot emerges tall. And how!

     

    By Tuhina Anand (with inputs from Robin Thomas)

    Photographs by Shailesh Mule/Fotocorp

     

    When Big Dad of Indian advertising Ogilvy pockets 51 metals at Creative Abbys at the Goafest 2012, it is something that one expects, so no surprise here really. But when a three-year-old agency goes on to become the runner-up, leaving behind the much settled Leo Burnett, DDB Mudra, Grey and JWT, it is indeed a proud moment for Indian advertising. It says that all is not lost and what still matters in the advertising business is creativity and if you have the ingredients right then there’s no one to stop you from writing your success story. Taproot India and its founders Agnello Dias and Santosh Padhi have shown the industry the might of small and given hope to many aspirants on the same path.

     

    Talking about Taproot’s success, Agnello Dias said: “It’s been great, a satisfying feeling, but it is also slightly scary because we have got to do even better than last year as expectations have gone up, but as of now, we are just happy that we have performed well at the awards.”

     

    On Taproot missing out on the Grand Prix as there were huge expectations from Airtel campaign, Santosh Padhi said: “Yes, a lot of people said that our Airtel or Pepsi campaign would win us a Grand Prix, so I think that itself is a Grand Prix for us. Therefore, we have no grudge and we are happy with the way things have turned out for us. And definitely there were two strong competitors against us for the Grand Prix.”

     

    The victorious Ogilvy team

     

    The most awarded work at the Goafest was for  brands, including The Times of India, Volkswagen India and Airtel. Even for Ogilvy India, the work that fetched them maximum awards was for Fox Crime. Also the work that got CreativeLand Asia its Grand Prix in the Integrated category was for Audi 8L 3D.

     

    TOI’s ‘Wake Up Chennai’ (that fetched accolades at Goafest) has been embroiled in controversy as it spoofed its rival, The Hindu. the ad showed how reading the old player (read The Hindu) puts people to sleep and the readers should wake up to something more exciting – The Times of India. The ad was crafted by Taproot which also created Airtel’s Har Friend Zaroori Hai that fetched many awards for the agency across various categories. In fact, Har Friend… can be dubbed among the most popular campaigns of the year.

     

    A happy Creativeland Asia team

     

    Ogilvy’s work for Fox Crime titled The Photographs case, made by Good Morning, is in keeping with the genre of the channel and creates a mini thriller for its audience, building anticipation for what to expect on the channel. Talking about the wins, Abhijit Avasthi, NCD, O&M said: “It’s been a great year as always and I think the best part is that we have done well in every category, from design to direct to digital to integrated. Obviously there are some works where one wishes we had got more recognition, like the Cadbury in home campaign, but, overall, we are very happy. I think we have got the best clients who allow us to do really some very interesting work.”

     

    “It’s very reassuring that we have managed to win the Grand Prix back to back and this year I hold the digital grand prix to a greater importance, simply because it demolishes the myth of lots of clients that digital is something big network agencies cannot do,” he added.

     

    Volkswagen, which brought awards to DDB Mudra, Grey India and Nomad Films, is a brand that has caught attention because of its innovative use of media since its launch inIndia. While the fraternity may not have lauded all the innovations that Volkswagen did, but it cannot be disputed that the work did catch the attention of the people and fraternity.

     

    However, if one were to look at the Creative Abbys 2012, it will be remembered for Taproot India, which carved a name for itself among the behemoths, only because of its creative supremacy. More power to all those who want to chart their own path and keep in mind that great ideas zaroori hai and the rest will follow. Right, sirji?

     

    Click here to view all Goafest 2012 stories

     

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

    AdStrat: Volkswagen Polo & Vento – IPL Edition II

    Rajeev Raja, Consultant, DDB Mudra Mumbai

     

    Campaign Title: Polo/Vento Offer

     

    Brand: Volkswagen Polo & Vento- IPL Edition II

     

    The Brief:

    Keeping in line with its global tradition of sports affiliations, Volkswagen inIndiahas a partnership with the IPL, an innovative cricketing format. For its mass models, Polo & Vento, Volkswagen was launching a special edition model with added features (interactive pad that could be used to watch live media/ entertainment) for a cricket crazy nation.

     

    The task was to create awareness about the special edition models with this added feature and, thereby, create desire amongst the consumers.

     

    Media vehicles chosen:

    We sought to develop a full 360 degree communication for the offer, which included very interesting television commercials, print, OOH & digital work.

     

    Key issues kept in mind while executing the ad:

    Create a communication that would stand out in the overcrowded ad space during the IPL event. Yet it needed to be simple, entertaining and within the Volkswagen tonality and manner of communication.

     

    The thought process behind the creative:

    Volkswagen is the only official automobile partner for the IPL. Therefore, it was only fair to make Volkswagen the ‘official vehicle’ to deliver the IPL experience to the cricket crazy nation.

     

    Packed with IPL-centric features and branding, it gave the cricket enthusiast a chance to not just view the IPL, but also to live the experience of this cricketing extravaganza.

     

    No matter where you are or where you go, you will never be far away from the IPL action thanks to the Volkswagen IPL Polo and Vento Edition II. From this emanated our strategy for the campaign.

     

    What according to you is the differentiating factor about the campaign?

    It is one of the first campaign which has the IPL woven into the story line. It also manages to beautifully inject humour and heart into innovation and technology.

     

    Month and Date of Release: March 2012

     

    Credits:

    Unit Name: DDBIndia

    Office Head: Rajiv Sabnis

    CCO: Sonal Dabral

    Business Head: Anurag Tandon

    Creative Head: Rajeev Raja, Louella Rebello

    Art: Sreejith Kadoth

    Copy: Ranjit Sasidharan

    Account Management: Avik Choudhury, Monish Debnath, Aaron Dsouza

    Films Department: Michael Remedios

    Director:  Will van der Vlugt

    Production House: Caramel Pictures

     

    Creatives:

    Print: JPG format [up till 10mb]

    TVC: MPEG or MP4 format[without slate, up till 10mb]

     

     

     

  • According to TAM Sports, All India Market, CS 4+ years, IPL5 witnessed an average TVR of 3.76 per cent in the first six matches, which is far lower than the previous IPL seasons

    IPL5 Week 1 TVRs touch new low, media planners say it’s still early days

    By A Correspondent

     

    Indian Premier League (IPL) season five kick started on April 4 amid speculations and fear that the season would fail to deliver high viewership. The recent TVR figures released by TAM Sports may have just proved the naysayers right.

     

    According to TAM Sports, All India Market, CS 4+ years, IPL5 witnessed an average TVR of 3.76 per cent in the first six matches, which is far lower than the previous IPL seasons. The opening ceremony itself received a mere 1.16 per cent of the average TVR.

     

    While the IPL season five ratings for the first six matches is the lowest in comparison to previous seasons, the inaugural season (IPL1) continues to remain the highest viewed with a TVR of 5.59 per cent.

     

    Interestingly, the cumulative reach for the first six matches too have shown a slight decline in season five as compared to season four. The cumulative reach which has been on a rise since the inaugural season of IPL reached its peak in season four and thereafter in season five witnessed a slight decline.

     

    Mr Venkata Subramanian, Senior Director-Investments, MPG India is of the opinion that not only are the numbers positive but, also that the numbers will increase as the matches become more interesting. “These are initial ratings so the numbers are looking positive. As the matches continue to become more interesting, we can expect the ratings to also go up. Even if the TVR reaches 4.5 or 4.6 per cent, the delivery will be good not only because it is the fifth season but, also because of more number of matches.”

     

    According to Mr Janardhan Pandey, Associate Vice President, DDB Mudra, some drop in the reach numbers were expected owing to the poor Indian team performance during the last one year and the fatigue of cricket overdose amongst the viewers. However there is no cause for major worry. “I am of view that, as the game seems to be picking up well and with the onset of vacations, the numbers will improve. Also if the games progresses well, the reach numbers towards the second half of the series may be far better than anticipated. So over all it will deliver value, obviously there will always be standard deviation, after all it’s a huge sporting extravaganza.”

     

    The media planners are of the view that although IPL 5 may not come close to the season one ratings or even cross the season three ratings, nevertheless as the tournament progress the viewership will also increase. What remains to be seen is whether the ratings do improve or will it remain lower than the previous season?

     

    Source : TAM Sports, Period : Wk 14, 2012, TG : CS 4+ yrs, Market : All India, Channel : MAX

    This data is for First 6 matches of all IPL Seasons

    * In IPL 1 one match (47th) was abandoned due to rain

    * In IPL 2 two matches (7th & 13th)were abandoned due to rain

    * In IPL 4 one match (20th) was abandoned due to rain

  • She will be in-charge of some of the major clients handled out of the Delhioffice such as Dabur Jaypee, Nestle and Mother Dairy.

    Radhika Das to join DDB Mudra Delhi as Vice President

    By A Correspondent

     

    DDB Mudra has roped in Radhika Das as Vice President and she will be in-charge of some of the major clients handled out of theDelhioffice such as Dabur Jaypee, Nestle and Mother Dairy.

     

    With over 13 years of experience, Ms Das comes to DDB Mudra from Ogilvy & Mather/Brand David where she worked as Director, Client Services. Prior to this, she worked with Publicis Communications and with Hakuhodo Percept. She has worked on some of the world’s most well-known brands such as HP, RBS, Costa Coffee and Maruti Suzuki to name a few.

     

    Commenting on this new appointment, Vandana Das, President, DDB Mudra Group, said: “It gives me great pleasure to welcome Radhika to join us in DDB Mudra Group,Delhi. As part of the exciting journey ahead, I see Radhika as a key player in theDelhiteam to nurture client relationships, build brands and also to help us grow.”

     

    On joining DDB Mudra Group, Ms Das said: “I’ve worked with Mudra in my earlier years and given the extremely enriching experience I had, I’m absolutely delighted to be back again. I’m looking forward to a long innings and being a part of the evolution, the organization is witnessing.”

     

    The DDB Mudra Group, a part of the Omnicom Group, is India’s largest integrated marketing communications and services network. The group comprises eight agencies – DDB Mudra, DDB MudraMax, Mudra, DDB Health &Lifestyle, RAPP, Tribal DDB, Water and Maatra.

     

    The DDB Mudra Group’s scope of services run the gamut through Advertising, Media Planning & Buying, Digital & New Media, Data-driven Marketing, Health & Lifestyle, OOH, Retail Design and Visual Merchandising, Navigation Solutions, Experiential Marketing (Promotions, Events, Rural), Trade Marketing, Youth Marketing, Localisation Pre-Media Services, Content Creation, Strategy and Design Consultancy.

     

    DDB Mudra Group operates out of its offices in 15 leading cities and is represented in more than twenty other locations, giving it a comprehensive presence across the length and breadth of the country.