MxMIndia

Tag: Initiative

  • The account was won following a multi-agency pitch

    Anchor appoints Initiative & Leo Burnett for media & creative

    By A Correspondent

     

    Electrical goods maker Anchor has appointed Initiative for its media mandate and Leo Burnett India for its creative duties.

     

    Said Vivek Sharma, Managing Director, Anchor Electricals Private Limited, on the creative mandate to LBI: “We were looking for a partner whose innovative ideas and approach are in sync with our brand’s vision. We have partnered with Leo Burnett India as our new creative agency based on their strategic planning and innovative creative thinking. We believe and have complete faith in the team’s passion, commitment and their ability to do justice to our mandate. We look forward to a stronger collaboration and are confident that the partnership with Leo Burnett will help us further strengthen our ability to reach out to our existing and potential consumers with influential and relevant communication.” And this is what he said on the Initiative appointment: “As a company, we are strategically aligning ourselves to substantially improve consumer connect. AEPL would aggressively use mass media in building saliency and creating awareness for its businesses in the months to come. We, at AEPL, are happy to partner with Initiative in this exciting phase of growth”.

     

    Said Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett: “It’s a great opportunity to re-energise a brand that has tremendous local equity in the name ‘Anchor’, and now has the advantage of global expertise in the name of ‘Panasonic’. Our opportunity is to build a brand and a business in this category like it has never been done before.”

     

    Added Vaishali Verma, CEO, Initiative: “This is one more prestigious addition to our esteemed portfolio of clients. We look forward to working with Anchor and create cutting-edge, strategic media solutions. Working with an ambitious company like Anchor is a great challenge and we look forward to creating impactful business solutions through our proprietary global tools.”

     

     

  • The account will be managed by Initiative's Mumbai office

    Indigo Paints appoints Initiative as media AOR

    By A Correspondent

     

    Paint manufacturer Indigo Paints has appointed Initiative as its media agency on record (AOR). The mandate includes media investment and strategic partnership including print, television, digital, out-of-home (OOH) and radio. The account will be managed by Initiative’s Mumbai office.

     

    Talking about the appointment, Hemant Jalan, Managing Director, Indigo Paints, said: “Indigo Paints is a fairly young company and we started our operations in 2000. We have always developed innovative products, and in this short timeline we have managed to challenge the established players in the category. In the paints category in India, which is otherwise dominated by a select few established brands, we have managed to clock in very high growth rates and we hope to continue this momentum for the next several years.”

     

    Added Vaishali Verma, CEO, Initiative:  “It is a moment of pride for us to be associated with Indigo Paints and we are delighted with the trust that the company has shown in us. The opportunity to partner Indigo Paints during this high growth phase is extremely stimulating for all of us at Initiative. The greatest strength of Initiative is strategy and we are committed to creating innovative, cutting-edge work for Indigo Paints.”

     

     

  • Media owners will support bid to raise $1m to help its international charity and education partner, Free the Children to free children from poverty and exploitation

    Initiative masterminds global free advertising campaign for charity

    By A Correspondent

     

    Initiative, a performance-led media communications company, has masterminded the world’s largest free advertising campaign to help promote a better world for children. The agency is seeking to set a world record and help raise $1m in the process.

     

    Rather than spend money on holiday cards, Initiative will bring together its network strength and expertise to produce a global campaign – from conception to media placement – to create awareness of the important work being undertaken by its international charity and education partner, Free the Children (www.freethechildren.com).

     

    Initiative will run the campaign in over 70 markets around the world, without spending any money on media or creative. In order to do this, Initiative is partnering with some of the world’s largest media owners to run the campaign on TV, radio, online, email, outdoor and in newspapers and magazines.

     

    Last year, with the generosity of its media partners, Initiative managed to increase donations to the Juvenile Diabetes Research Foundation by 300%, through its first ever free advertising campaign for a charity.

     

    Free The Children is the world’s largest network of children helping children through education, with more than one million young people involved in programs in 45 countries. Its mission is to free children from poverty and exploitation, and its signature event is “We Day”, which brings together entertainers, social justice leaders, and student leaders to help create positive change.

     

    Initiative’s campaign for the charity has been produced by Puerto Rican creative agency Sajo Garcia Alcazar (www.sajogarcia.com), part of the Initiative network. The campaign will run from December 26 to January 31. The campaign’s creative, focused on changing the status of young people living in developing communities, drives people to Free The Children’s “We Day” Facebook page, www.facebook.com/weday, encouraging them to ‘like’ it. For every ‘like’, Free The Children’s partners are donating one US dollar.

     

    Initiative is looking to help the organization surpass its goal of raising $1m, and in so doing, creating the world record for the largest number of likes of a non-profit organisation’s Facebook page.

     

    Initiative has also partnered with sister IPG network McCann Erickson, which has offered its services for free. McCann Erickson will be managing translations, adaptations and trafficking in all markets where the campaign is running.

     

    Mauricio Sabogal, president, World Markets, Initiative said: “It is really important that global companies, such as Initiative, play their part in charitable activities, and we are delighted to be supporting the important work being done by Free the Children. This campaign is a testament to the power of the Initiative network. We could not have produced this ambitious campaign without the generosity of our media partners and McCann Erickson, who are working so hard without payment.”

     

    Craig Kielburger, co-founder, Free the Children, said: “We are very grateful for the incredible generosity of Initiative and its media partners, helping us to form connections with people around the world that traditionally we would not be able to reach. Whether through fundraising or online engagement, social media plays a key role for us, and we are always looking for ways it can support and enhance the work we do with youth.”

     

    Lynn De Souza, Chairman & CEO, Lintas Media Group, said: “We are extremely happy to be a part of this initiative. It is a good cause, and we are thankful to all our media partners like Big FM, Radio City, My FM, Hello FM, Radio Mirchi, Colors, Times network, and many other media partners who have provided free space for this initiative. We have secured media space in excess of Rs 50 million for this cause, and it will go a long way in garnering support for the charity.”