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  • Gaurav Mishra-led team develops proprietary tools to scale the SM space and help businesses embrace innovations

    MSL Group on overdrive with social media

     

    By Rishi Vora

     

    MSL Group, the Publicis Groupe’s flagship speciality communications and engagement network, is upbeat about its foray into the growing world of social media. Afer it acquired communications major Hanmer & Partners and later PR and social media firms 20:20 Media and 20:20 Social respecitively, it has now clubbed the social media practices of Hanmer and 20:20 Social under the umbrella of MSL Group India Social.

     

    The group has adopted a unique approach towards tapping the social space for clients in India and abroad – it has created three key capabilities: Plan, Build and Engage. Of the two, Plan and Build are the revenue-drivers, wherein a lot of work goes into providing insights, strategy planning and developing web, mobile and social applications; creating content, communities and conversations.

     

    The company recently launched its proprietary tool – The People’s Lab, a global crowdsourcing platform and approach designed to help businesses embrace innovations. It is a platform which works across multiple application areas; provides end-to-end support, including custom design and content creation.

     

    In 2010, Dell India used an early version of People’s Lab platform to create the Dell Go Green challenge for design students and others to share ideas on how to redesign, reuse and recycle gadgets to make them go green. The idea to create Dell Go Green challenge came from the fact that the client owned a recycling programme, besides having conducted several other CSR programmes.

     

    A mini site was created using the People’s Lab and the result was quite pleasing: About 650 ideas got shared, 25,000 members on Facebook and 8,000 votes.

     

    As is known, Gaurav Mishra launched 20:20 Social and now heads the group’s social media business in India. He is Asia Director – Social Media, MSL Group. Mr Mishra told MxMIndia that the company now plans to launch many more tools that will offer clients comprehensive social media solutions. “Our core differentiation in the social media space is in offering tools; we are in the business to create platforms which bring people together and programmes which energise people. We want to create more tools, more frameworks, so that we can go to clients and offer them solutions that’ll contribute in solving much bigger problems.”

     

    Parveez Modak

    People’s Lab was created in India, led by Parveez Modak and is now sold to clients in Singapore and Italy. “We’re discussing with clients in US, Poland, Taiwan, and in India,” informed Mr Mishra.

     

    He added: “Once we have developed enough tools and capabilities in India, we will look to educate whole of our network and make efforts to spread awareness to our group companies in different parts of the world.”

     

    MSL Group India Social is now working towards creating a corporate citizenship offering globally. As Mr Mishra explained, it is a network of 150 senior members of the group spread across regions – board members, global board members, regional presidents and others. The idea is to bring forward a thought leadership team that can provide insights, views and opinions on various topics ranging from “How clients are looking at Change Management Differently” to Employee Engagement, Corporate Citizenship, Innovation, business opportunities and so on.

     

    How will the Social space evolve in India? Where is it headed? What kind of solutions are clients seeking from specialists? According to Mr Mishra, the market for social media services will pick up dramatically now, and clients will be on the lookout for companies that possess the talent to develop in-house capabilities, and solve greater and much complex marketing solutions within the social space.

     

    Globally, MSL Group has about 200 professionals dedicated to social media; about 60 of them in Asia and, for now, 30 in India. Mr Modak, who other than social media also leads the integration function at Hanmer and Mr Narendra Nag at 20-20 Social constitute Mr Mishra’s core team for MSL Group India Social.

    “Revenue-wise, India is still fairly small, China is becoming increasingly big in terms of size of the market, but there is ample opportunity in India,” concluded Mr Mishra.

  • Sharma is the executive director, head of digital, technical advisor for the agency's Indonesia office. In this role he would be reporting to Thomas Sutton, country advisor, Leo Burnett Indonesia

    Venke Sharma moves to Leo Burnett Indonesia

    By Amit Bapna

     

    Venke Sharma, formerly with Leo Burnett India, has been announced as the executive director, head of digital, technical advisor for the agency’s Indonesia office. In this role he would be reporting to Thomas Sutton, country advisor, Leo Burnett Indonesia.

     

    Sharing the details of the new role with ET exclusively, Sharma said: “In this role, my chief mandate would be to ensure that Leo Burnett Indonesia meets overall growth targets as well as be responsible for formulating digital strategy for clients, ensuring digital revenue growth for the agency and building a talent base as well as work processes to ensure seamless integration with the agency.”

     

    When asked about what excited him to take this on new role, he attributed it to the fact that Indonesia is emerging as a growth leader in Asia – it is the 3rd most populous Facebook nation, with almost all Facebook users using it from mobile. Indonesians are heavy Twitter users too. 95 per cent use local language (Bahasa) for social media/web usage.

     

    And in this backdrop, he added: “Brands are looking for direction from agencies to help engage this vast audience. I am looking forward to this opportunity to help brands realise the potential of the medium.” Sharma was earlier instrumental in setting up Tribal DDB in India, post which he was heading Leo Burnett’s marketing services arm, Arc Worldwide in India till recently.

     

    Source:The Economic Times

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

     

  • 'Unprecedented response from leading brands proves that digital is where marketing wars will be fought'

    Delegates from 15 countries to attend ad:tech New Delhi 2012

    By A Correspondent

     

    With less than ten days remaining, ad:tech, the world’s No.1 digital marketing, media and advertising event, is on its way to be oversubscribed again. ad:tech New Delhi 2012 has been registering an unprecedented number of entries from delegates, exhibitors and sponsors from all over the world, to make it even larger than last year.

     

    The event is being held over three days instead of two days as last year, and has an agenda full of insightful keynotes, panel discussions, workshops and networking opportunities. To be held between February 22 and 24 at Hotel Leela Kempinski Gurgaon, the first day of this conference and exhibition will be dedicated to in-depth master-classes on social media and search techniques for marketing professionals.

     

    The Master Classes will comprise of a hands-on, interactive workshop to provide in-depth learning on developing a web presence, digital brand building, SEO 2.0, evolution of technologies in PPC, social media monitoring, and imbibing search and social into an organization’s DNA. Leading experts from Google, Communicate2, Simplogy, Quova and Value Pitch will be conducting sessions during these pre-registered master classes.

     

    Rammohan Sundaram, Event Chairman, ad:techIndiaand Founder, CEO & Managing Director, Networkplay Media Pvt. Ltd. said: “This year is going to be a big game-changer forIndiain the digital marketing arena, and ad:tech is proud to be at the forefront in bringing the very best of minds together on one platform. We have global digital heads of top brands like Nestle and Pepsi are among the over 90 expert speakers fromIndia, APAC and the world.”

     

    Commenting on the people coming down to India to attend ad:tech, Mr Rammohan said: “Apart from India, we already have confirmations from delegates and speakers of as many as 15 countries, including USA, UK, Singapore, Australia, Japan, Indonesia, Singapore and Korea”.

     

    As the largest gathering of online marketers, the event also promises to showcase leading Indian and global brands, including Pepsi, Coca-Cola, Nestle, Hindustan Unilever Limited, Facebook, Dell, FordIndia, IBM, Nokia, Sony Entertainment Television, Bharti Airtel, LG Electronics, MTV, Linkedin, Homeshop18, Godrej Appliances, comScore, Ogilvy, Avaya, mydala.com, Yatra.com, Kotak Mahindra Group, Tata Teleservices, MotorExchange, and Domino’s Pizza.

     

    Mr Rammohan said: “We see a renewed energy among brands this year. Such an unprecedented response from brands puts to rest any doubt on the future of digital media in India, and proves that digital is the new arena where real marketing wars will be fought, and probably much sooner than we expect.”

     

    Besides the master classes, this year’s ad:tech will also feature an exclusive exhibition area for start-up companies in the digital space, which is almost full booked already.

     

    ad:tech, world’s No. 1 digital marketing ,media & advertising event made its successful debut inIndiain April 2011, withNew Delhi being the first city to host the two day event. With 10 shows in 7 countries, ad:tech has been providing media, marketing and technology professionals with the tools and techniques required to succeed in a changing digital world for over a decade.

     

  • Available in twenty languages, 'The Serenade' is designed to put love in the air and smiles on faces around the world

    Heineken lets you ‘serenade’ that special someone Live on YouTube

    By A Correspondent

     

    Heineken is helping ignite romance this Valentine’s Day with the launch of a fun new Facebook application called ‘The Serenade’. Based on the brand’s second global film ‘The Date,’ the new app enables Heineken consumers to send humorous personalized songs to potential partners, inviting them on a date.

     

    Available in twenty languages, ‘The Serenade’ is designed to put love in the air and smiles on faces around the world. Millions of adult consumers across the globe will be able to participate and create their own Serenade songs via Heineken’s Facebook page.

     

    ‘The Serenade’ is part of the brand’s ‘Open Your World’ global campaign which celebrates and encourages aspirational behaviours among adult consumers. It follows the recent launch of ‘The Date’, which celebrated a man taking a woman on a legendary date, set to the catchy 1960’s Bollywood track, Jaan Pehechaan Ho by Mohammed Rafi. Through the app the same band that appeared in the ad will create songs for Heineken fans.

     

    “The Serenade is designed to take some of the stress out of asking a partner to go on a date. It’s fun, interactive and guaranteed to make an impression” said Cyril Charzat, Senior Director, Global Heineken Brand. “We are committed to connecting with our adult consumers both on and offline. The Serenade is one more positive example of how we are doing this.”

     

    Co-developed with advertising agency Wieden+Kennedy Amsterdam, consumers can create their own fully personalized Serenade for a date in just 4 clicks. With a total of 640 different Serenades available, consumers should be able to find the legendary Serenade that will bring them romance. Mark Bernath, Executive Creative Director from W+K Amsterdam said: “In a way, we want people to be in the films we make. The idea of giving our drinkers the band from the spot to help them ask someone out is our way to make that happen for real. Let’s hope we make a load of offers that can’t be refused.”

     

    On February 9, Heineken will host “Serenade Live”, nine-hour YouTube event, during which individuals around the world will get the chance to serenade the object of their heart’s desire live online, which will hopefully lead to a host of many  successful dates.

     

    To watch The Date: [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=57zo8O5pDXc[/youtube]

     

    The event will feature 50 live personalized Serenades. A select number of Heineken fans were selected to create a Serenade that was written specifically for each couple and will be performed by Paul “Kiss” Kissaun and The Serenades, the singer and band that will be immortalized in the popular Heineken commercial “The Date.” Each couple will tune into the live event via Skype and their reactions will be broadcast live to the public. (Timing forIndia: 11.30pm – 8.30am).

     

  • Gadgetsguru.com, affiliating with Brand Capital, has come up with print ads, TVCs and is soon coming out with online and radio ads

    Gadgetsguru gets hyperactive, launches brand campaign

    By Archita Wagle

     

    An eye-catching full page ad in the Times of India on Monday morning spoke of “Demo kahin bhi lijiye, shopping gadgetsguru.com par hi kijiye”.

     

    Asked why the big bang route, Arun Kapoor, CEO-gadgetsguru.com said: “This is purely a branding ad. We are trying to increase our brand awareness.”

     

    Mr Kapoor goes in depth about the strategy adopted, explaining the reason for coming up with an ad just now: “There is a lot of competition from other online portals. Every other portal will offer you Cash-on-Delivery, 30 days warranty and other sops. So we created a whole new funda. Instead of competing with the online industry, we decided to take the offline industry (the retailers and the wholesalers).”

     

    While offering branded products to the customers, the online portals lose out due to the fact that the customer doesn’t get a demo of the products he may want to buy. Even when a person goes to buy an expensive item from a shop, s/he will  go to 10 different shops to find out about the best deal they can get. “A person buying products online can’t get a feel for the product he wants to buy. So we are telling him/her that they can go to a shop to get a demo of the product they have their eye on; but they should buy it from us as we give them the best deal they can get,” Mr Kapoor explained.

     

    Gadgetsguru.com was founded by Mr Kapoor in 2004. The website and the backend support was developed in-house. When asked about what was the reason for coming up with such ads now, Mr Kapoor said: “When we started in 2004, the first few years were not so great. The first year saw sales of just Rs1.25 lakhs. It didn’t make sense at that time to give out such full page ads. Now that we have established ourselves, we decided to increase our brand awareness. Also we have recently been affiliated with Brand Capital, Bennett Coleman & Co. Ltd’s offering (earlier called ‘private treaties’. We have got a budget of Rs30 crore for the next three years thanks to the tie-up. So we decided to for it now.”

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=-b5JSmWtvnc[/youtube]

    Gadgetsguru.com is not just coming out with print ads, but have also launched TVCs which take a tongue-in-cheek look at “bahanas” that consumers give to avoid buying a product after they take a demo at the shop. The TVCs show a boy running out to avoid buying a tablet by telling the salesman that he is allergic to tablets; a man refusing to buy a refrigerator because the door faces south instead of east; and a woman running out of the shop on the pretext of testing the zoom on a digital camera. The voice-over at the end tells us “Demo kahin bhi lijiye, shopping gadgetsguru.com par hi kijiye. Faayda aap hi ka hai.”

     

    The TVCs were launched recently when the promos for the Zee Cine Awards  started to be aired. Gadgetsguru.com is the associate sponsor for Zee Cine Awards.

     

    In fact, Mr Kapoor promises that radio and online ads will be launched in the next 15 days. When asked about what they would be talking about, Mr Kapoor refused to say anything.

     

    Not only that, gadgetsguru.com has launched a campaign on Facebook which promises the person coming up with the best bahana a chance to win a BlackBerry.

     

    The creative mandate for gadgetsguru.com’s ad campaign has been handled by   Manoj Motiani, Founder & Chief Creative Officer of Thought Bubbles. Mr Motiani was formerly a creative director with O&M. “We decided to give the creative mandate to Thought Bubbles as Manoj Motiani is a good friend,” explained Mr Kapoor.

     

    Gadgetsguru.com is on a roll. After launching a branding campaign, they are now looking at providing services in countries such as Singapore, Malayasia, UAE andcUK. “We will be starting our services in Hong Kong,DubaiandSingaporein the next three months. We are looking at tie-ups with the major market players who have a reputation of expertise in electronics market. We will create a sub domain for that particular country so that people in that country and surrounding areas can buy from there. We have been getting a lot of orders from South-east Asian countries,” said Mr Kapoor.

     

     

  • Zapak gives you a chance to own a customized cricket team on Facebook through Cricville, a social cricket game based on the IPL pattern by Zapak

    Cricket gets even more interesting with Zapak’s Cricville

    By A Correspondent

     

    Zapak.com, India’s leading gaming portal, announced on Tuesday the official launch of Cricville, a social cricket game on Facebook. This is Zapak’s second initiative in the social gaming, first one being Zapak Tambola. Before the official launch, the game was launched in the open Beta testing phase and got rave reviews.

     

    http://www.insidesocialgames.com/2012/02/06/social-cricket-game-cricville-aims-to-hit-a-six-on-facebook/

     

    Cricville broadly follows the IPL-pattern gameplay where the user can own a cricket club and work towards making it bigger and better. The user can work as a club manager, and build the club’s city and stadium. S/he can also hire a coach to train and upgrade the players’ overall performance.

     

    Users can choose from an array of exciting modes to play. These include Challenges, where the users can throw challenges to their friends on Facebook; Tournaments which will help increase the user’s rankings and in turn help the user’s chances of winning Gold, Silver & Bronze trophies. The users can also play practice matches to improve their overall skills. The game also allows them to upgrade their players by improving their batting, bowling and fitness to score over their friends.

     

    Speaking on the launch of Cricville, Manish Agarwal, Chief Operating Officer – Reliance Entertainment – Digital Business, said: “Cricket is not just a game but a complete religion by itself in India. With IPL just round the corner, this is the perfect time to launch Cricville, which follows an easy and competitive gameplay that will appeal not only to cricket fans but also to other gaming enthusiasts on Facebook. Zapak wants to tap the Indian-themed games segment which offer universal appeal on Facebook and what better way to spearhead that other than Cricket.”

     

    Zapak Digital Entertainment Ltd. is India’s largest gaming company that addresses the complete value chain of digital gaming. With currently 8 million registered gamers, Zapak.com is not only the largest casual gaming sites in the country but amongst the top casual gaming sites in the world. As per a recent survey on an average a user spends about 21 minutes on Zapak.com, which is way higher than the average time one spends on any gaming website.

     

  • To communicate the message of 'TV Off, Mumbai On', Mudra Max-OOH planned and executed an effective OOH media campaign for No TV Day, beginning January 13.

    Mudra Max OOH drives home HT’s No TV Day message

     

    By A Correspondent

     

    Hindustan Times returned with its popular and inclusive initiative on January 28 this year, following its success on January 29, 2011.

     

    What started as an HT initiative became a people’s movement in Mumbai, making it the only city in the world to have its own special day. Hindustan Times called upon Mumbai to switch off TV and be open to the immense possibilities that their relationships and the city had to offer.

     

    To drive home the message – TV Off, Mumbai On, Mudra Max-OOH planned and executed an effective OOH media campaign for No TV Day, beginning January 13.

     

    The agency deployed a wide mix of OOH media, namely billboards, gantries, BQS, DBQS, pole kiosks, in-train branding, bus back/side panels, station branding & domestic airport branding.

     

    Considering the growing population which prefers air travel these days, a few interesting media vehicles such as cutouts on conveyer belts & standees were deployed at strategic locations inside domestic terminals.

     

    To break through the clutter, Mudra Max-OOH executed a couple of innovations at marquee sites in Mumbai (Juhu Koliwada & Mahim Causeway).

     

    Innovation 1: At Mahim Causeway (one of the important congregation points for vehicular traffic in Mumbai), the idea was to create the NTD Facebook homepage on a billboard. There was a daily change in the status, just the way one updates their statuses and the number of growing Facebook fans on the billboard. The status updated continued was for 5 days as a build up towards No TV Day.

     

    Innovation 2: This was executed at Juhu Koliwada / Juhu Tara Road (one of main arterial roads of Mumbai), since the core essence of NTD is TV Off, Mumbai On, this execution tried to bring that alive on a billboard by showing a father-son having fun on the swings in a park and the copy read ‘TV Off, Fun On’. The swinging movement on the billboard caught a lot of attention and was really talked about.

     

    Like last year, Hindustan Times organized a plethora of activities on January 28, encouraging Mumbaiites to step out of their homes and explore the city with their family and friends.

     

    The activities ranged from school painting competition attended by around 34,000 children with their parents, helicopter rides, and exclusive discount deals at more than 400 outlets in the city, heritage rides, dance workshops and many others.

     

    Across the city, around 250 housing societies registered for the No TV Day Best Society contest. A city specific treasure hunt was organized across three zones in Mumbai (western suburbs, Navi Mumbai andSouth Mumbai). While 1,300 participants raced against time to reach the finishing point, 3 winners were selected in each zone.

     

    The engagement with Mumbai was sustained in the social media space as well with the HT Mumbai No TV Day Facebook page and a special microsite. In just 3 weeks, 1.5 lakh new fans were added to the No TV Day Facebook community, taking the total strength to 2.5 lakh fans. The Facebook page also generated 6.5 million unique impressions and was the among the top branded Facebook pages inIndiain terms of engagement. On January 28, the strong buzz about the initiative resulted in No TV Day featuring among the top trending topics nationally on Twitter.

     

    There were various partners, such as Railways, Prince of Wales museum and MTDC, and brands like Surf Excel,Toyota, Lays, Micro Technologies and Scrabble who joined in this initiative.

     

    Ajay Dang

    Mandeep Malhotra, President, Mudra Max (OOH, Retail, Experiential) said: “NO TV DAY is an annual property built by HT and we were required to create a history connecting the brand with Mumbaikars. Our aim was to establish a property better and louder than the last year’s campaign. In a city dominated by competitors, it was an indispensable task to keep Mumbai ‘On’ for a quality life. We, along with HT, delivered the message effectively and took OOH from the position of a reminder medium to a call for action platform.”

     

    Ajay Dang, Marketing Head (West and South),HindustanTimes said: “Very few times does an initiative by a brand/ newspaper becomes a people’s movement. Hindustan Times has added an important day in the calendar of Mumbai when the city takes time to reconnect to important relationships be it family and friends or the city that we call home.”

     

  • The website launches 7-Day Shopping Extravaganza to celebrate the 'Republic week offer' with huge discounts and gift offers

    HomeShop18 commemorates 63rd Republic Day Celebrations

    By A Correspondent

     

    HomeShop18 has launched a special 7-Day shopping extravaganza from January 24. It is an effort to celebrate Republic Day with the customers of HomeShop18. On offer are huge discounts and gifts to the brand loyal customers. It is an initiative to add excitement over the 63rd Republic Day celebrations. The promotions also ran on HomeShop18, the shopping channel, from January 24 to 26.

     

    HomesShop18 also offers ‘26 deals’ on multiple categories like apparels, appliances, cameras, computers, electronics, health, beauty, jewellery, mobiles and toys during the Republic Day week on all purchases made from the official website,  www.homeshop18.com.

     

    Shopaholics will benefit from heavy discounts, ranging from 69 per cent off on traditional clothing and 72 per cent off on jewellery and watches along with an 81 per cent off on health & beauty products.

     

    HomeShop18 has always endeavoured to offer customers world-class products and provide benefits that enable them to make the best use of on going offers. All these initiatives enable customers to shop at leisure from home during Republic Day.

     

    The Republic Day 2012 shopping extravaganza will offer an array of products including home appliances, jewellery, home decor, kitchen appliances, mobiles, digital cameras, laptops, apparel, furniture, gift items, bags and many more from world’s well known brands. The brand stores something valuable for everyone who shops from HomeShop18.

     

    In addition to the above offers, HomeShop18 is holding a Facebook Contest from January 25 to 27, where participants will get a chance to win three products from any category. Participants will have to answer two questions, one on Freedom and the other, a clue-based question. The customer has to search the answer (which will be a product from www.homeshop18.com). There will be a lucky draw of all the correct answers and winners get a chance to bag surprise gifts.

     

    HomeShop18 is Network18 group’s online and television retail marketing and distribution venture. It isIndia’s fastest growing e-commerce website. Adding a new customer every 6 seconds, HomeShop18’s robust distribution set-up helps it reach out to over 3000 locations in the country.

  • Mudra Max has exclusively implemented a high decibel campaign in Mumbai and Delhi through a mix of digital, experiential, on ground and OOH execution

    Volkswagen & Mudra Max go 360 on OOH for Think Blue

    By A Correspondent

     

    Volkswagen is not just a brand but a proud bearer of automotive heritage. ‘Think Blue’ is a philosophy of the brand’s ecological and sustainable activities that has been designed to promote it’s key corporate objective of sustainability and environmental protection.

     

    The current initiative aims at strengthening the brand’s ‘Think blue’ philosophy using the opportunity provided by the Delhi Auto expo.

     

    Mudra Max has exclusively implemented a high decibel campaign in Mumbai and Delhithrough a mix of digital, experiential, on ground and OOH execution. The campaign is based on the international template which tells the story of the Volkswagen brand’s evolution as a responsible brand leveraging the ‘Think Blue’ philosophy.

     

    Mudra Max and Volkswagen installed an exceptional art-piece of the iconic Beetle created wholly out of scrap collected from various Think Blue clean-up drives undertaken by Volkswagen at different locations.

     

    The concept has given life to lifeless objects that have been discarded. The team took 15 days to put together a real-sized Beetle, made entirely of scrap ranging from discarded mother boards, keyboards, disposed machinery parts, mobile phones, cans, plastic bottles, cassettes, wires and other such scrap.

     

    To maximize impact and reach, the Delhi T3 terminal served as the venue to exhibit the Beetle art-piece along with a holistic mix of media elements, ranging from a constant running AV on the Think Blue philosophy and the making of the Beetle, a digital set up which connected the location live to Volkswagen’s micro-site and pages on Facebook, cameramen to capture pictures of passersby and giving them away in custom made ‘Think Blue’ photo jackets as mementos, with promoters engaging people to a classic steel-plated information kiosk on the heritage of Volkswagen and Think blue.

     

    At the same time garbage collection drives were initiated where the trash collected were mounted in cases and put on billboards to spread awareness and to have a more responsible behaviour towards the environment.

     

    Taking the display of the art-piece forward, the Beetle was brought back to Mumbai and is now exhibited at Mahim causeway, one of the most significant junctions in the city catering to high decibel traffic and footfalls all day long.

     

    This would further heighten the impact and buzz created by the art-piece and would create talking points around the brand’s philosophy of Think blue and achieving sustainability while creating something beautiful.

     

    A concept of ‘Fence branding’ preceded the entire ‘Think blue’ activity. A global template campaign of Volkswagen was rolled out worldwide on December 15, 2011. The primary requisite was continuous running space which would complement the ‘story telling’ creative of Volkswagen.

     

    Huge fences at Inorbit mall, Travelators at Delhi T3 airport, Fence branding at the T1 Delhi Airport were taken up. The size of the media was enormous running up to 700 square feet at one go.

     

    In addition, an entire Delhi Metro train was wrapped with the ‘Think Blue’ story to create higher impact and interest. This was coupled with a block-out media presence across significant stations of theDelhi metro & DAME.

     

    Speaking on the execution, Vikas Nowal, Vice President, Mudra Max-OOH on behalf of the Mudra Max team said: “We wanted to ensure that the Volkswagen campaign receives equal prominence in the communication across media. Therefore, the need of the hour was to create disruptive opportunities for the message to hit home. The Earth Hour activity was probably the simplest yet most relevant introduction to the brand’s commitment to taking care of the environment. The Beetle installation is something we are all extremely proud of achieving, and is the best embodiment of the iconic brand, and the worthy cause it champions. We continue to look at how we can help spread the brand’s message to a wider audience.”

     

    Bishwajeet Samal, Head of Marketing Communication at Volkswagen India said: “Our aim was to create buzz and drive home the message of ‘Think Blue. Drive Blue.’ With Out of Home activations like the Beetle art piece constructed purely out of scrap, branding of a Delhi Metro with the ‘Think Blue.’ message, creating the ugliest billboard in New Delhi from garbage collected from cleanliness drives in New Delhi; our outdoor agency effectively positioned Brand Volkswagen as a responsible automobile manufacturer.”

     

     

  • The 360 degree campaign gives movie buffs an opportunity to be a superstar and be featured on the channel

    Sony Pix launches new campaign

    By A Correspondent

     

    Sony Pix is all set to launch a brand new campaign for 2012 called ‘Big Break’ which gives movie buffs an opportunity to be a superstar and be featured on the channel. It is a 360 degree campaign which will have on air as well as off air promotions – radio, outdoor, print, online and on ground activities.

     

    The promotional on air and print campaign for ‘Big Break’ will run over a couple of months. The on ground activities will take place in key metros, as well as multiple promotions in colleges. Details of Big Break will also be shared on radio to encourage participation.

     

    In order to enhance convenience for the applicants, PIX has created a micro site to aid the masses to send in their entries and acquire further details about the campaign. An exclusive ‘Big Break’ application has also been created on for social networking sites like Facebook.

     

    To be a part of this campaign, all one has to do is send in a one minute video clip of themselves enacting aHollywoodscene of their choice. These entries will be reviewed by a special team appointed by PIX and ten lucky applicants will be flown down to Mumbai.

     

    PIX also offers the audiences innovative initiatives like the PIX Movie Club, Hollywood Top 10 and Chicks on Flicks to keep them updated on all thingsHollywood. These efforts have given PIX a distinctive identity offering entertainment beyond justHollywoodfilms.

     

  • Dharma Productions partners with mydala.com initiate unique multimedia marketing campaign across 11 cities.

    mydala.com brings battle of Agneepath to real life

    By A Correspondent

     

    India’s largest group buying/social commerce portal, mydala.com, has announced that it has partnered with Dharma Productions as the social commerce promotion partner for 2012’s most awaited movie, Agneepath.

     

    mydala.com will engage its fans, customers and merchants in ‘gang wars’ leading to Agneepath through an aggressive multimedia campaign. The real-life battle to win movie tickets, merchandise, and other prizes every day, and a chance to attend a special preview screening of the movie, has already started even before the reel-life battle begins later this month.

     

    Releasing worldwide on January 26, the movie revolves around Vijay Dinanath Chauhan (Hrithik Roshan) and his revenge against Kancha (Sanjay Dutt).Priyanka Chopra plays the female lead of Vijay’s aide and best friend Kaali, while Rishi Kapoor plays city gang lord Rauf Lala. Directed by Karan Malhotra, and produced by Hiroo Yash Johar and Karan Johar, the film also features Om Puri, and Katrina Kaif makes a special appearance.

     

    According to Mr. Apoorva Mehta, CEO, Dharma Productions: “In a networked world, traditional marketing alone is not enough to ensure success of a movie. We have partnered with mydala.com because of domain expertise and experience in creating unique and successful social commerce campaigns for Bollywood movie launches.”

     

    As many as 2,000 merchants across 11 Indian cities have already professed their allegiance to either Vijay’s or Kancha’s gang by sporting their gang posters for the movie at their merchant outlets, and are now enrolling thousands of customers to join their gang to emerge as winners through pamphlets bearing promo codes.

     

    Every customer who shops for Rs500 or more at any of these merchant locations is eligible to receive a leaflet with a unique promo code. Customers purchasing deals worth Rs500 or more onwww.mydala.com during this contest period will also receive a promo code. The campaign will runs till January 31.

     

    As part of its comprehensive multimedia campaign, mydala.com is promoting the movie across its entire network and beyond, including its website, Facebook, Twitter, and other partner sites. mydala.com has also roped in the movie’s leading stars Kancha (Sanjay Dutt) and Kaali (Priyanka Chopra) to lend their voices for an aggressive campaign across leading radio channels in several cities all over India.

     

    Elaborating on the tie-up with Dharma Productions for promoting Agneepath through social commerce marketing, mydala.com’s founder and CEO, Anisha Singh said: “Having successfully run social commerce and multimedia promotions for recent big titles such as Don2 and Ladies Vs Ricky Bahl has given us great exposure to film marketing. Agneepath is special and we’ve created a social commerce marketing plan equally special to match its calibre. To further add flavour to the war between Vijay Dinanath Chauhan and Kancha, we have also created a special Facebook app, Walk the Agneepath, where people can participate in a contest by watching a movie clip and correctly answering the questions.”

     

    mydala.com has also created a live scorecard on its Agneepath page on the mydala website where you can find how your gang is faring. Scoring is based on every promo code entered into the system. The gang that gets the most points at the end of the promo period will not only get to win Agneepath merchandise, movie tickets, mydala vouchers and other prizes, but also a chance to meet the star cast of Agneepath.

     

     

  • For this project, Big Digital has brought together different verticals of the RBNL network for an effective and widespread promotion and visibility.

    Big Digital to handle digital promotions for Sadda Adda

    By A Correspondent

     

    Big Digital, the digital arm of Reliance Broadcast Network Ltd, has been promoting the Ramesh B Agarwal’s multi-starrer Sadda Adda, across various mediums. The youth-centric movie, which released on January 13, has attracted eyeballs due to its promotions on popular youth destinations on the digital space.

     

    Big Digital has embarked on various activities including Facebook and Twitter page management. The Facebook page is constantly kept updated with interesting insights about the movie, cast and constant interactions and discussions. The page is also kept updated with PR activities of the team and exciting contests. Big Digital is also promoting the songs on mobile via SMS push and WAP promotion.

     

    The YouTube channel’s promotional videos and songs of Sadda Adda have received over 87,000 video views so far (http://www.youtube.com/user/SaddaAdda). Popular websites like Yahoo! and Rediff have also been promoting the film and songs.

     

    For this project, Big Digital has brought together different verticals of RBNL network for an effective and widespread promotion and visibility. The partners include radio partner 92.7 BIG FM, TV partners BIG MAGIC and BIG CBS along with BIG Street for the OOH promotions.

     

    A spokesman for Big Digital said, “Sadda Adda’s widespread promotion on the digital platform has helped the film gain tremendous buzz and popularity. The film is for the youth and hence digital marketing has played a huge role in gaining eye balls. We hope to build many such properties for our clients.”