MxMIndia

Tag: launches

  • The former Vizeum India boss has set up the 'unagency' in partnership with Ajit Nair, MX Advertising and Amit Tripathi of IdeateLabs

    S Yesudas launches triggerbridge for ‘True Vertexing’

    By A Correspondent

     

    Until recently managing director – India of Vizeum, S Yesudas has announced the launch of his entrepreneurial venture, triggerbridge, the unagency, in partnership with Ajit Nair, MX Advertising and Amit Tripathi of IdeateLabs. In the adveritising and media business for over two decades this is Yesudas’s first independent enterprise.

     

    Commenting on the triggerbridge proposition, Yesu, as Yesudas is known in the industry, said:  “Disruption is the name of the game, not just in theory. But in everything we do, philosophy, product, process, people et al.  We are also building many aggregation and collaboration models. We believe the advertising agency model as it is practised today will cease to exist in the foreseeable future.  Global alignments, exclusive agency status will all fall by the way side. Clients will look for smarter brand solutions for making enduring and meaningful connections with their consumers and not super specialized silo solutions.   Media owners will be engaged with, directly by clients and the focus on computer algorithm-driven efficiency parameters will also disappear.   At triggerbridge,  our endeavor is to futureproof a disruptive model, True Vertexing,  that will be the need of the hour, now and then by clients and hence, the unagency. And interestingly this would be a virgin territory for us as agencies of today will only stay focused on the transactional mode of advertising as change for most them will be difficult considering their models and complicated structures”

     

    Commenting on the triggerbridge model, Nair said: “We have built our model around appropriate solutions for clients/brands at various life stages, be it a well-established brand or a brand which has already traversed some distance or a brand that needs to go digital from a business diversification perspective or even a client with a ready product and market but no marketing resources.  While funds are the solution for one, an e-commerce ecosystem will be for the other and incredible story telling, optimal content development and deployment, usage of data and technology will be the solutions for some others”

     

    Expanding on the proposition, Tripathi added: “True Vertexing is hand holding the brands in the journey to the highest peaks through true contributions by triggerbridge and through true expressions by the brands. In addition to the fundamental change in definition, our disruption also includes a series of products for the very first time, moving the business away from a pure service,one such is a digital platformthat aggregates story tellers and tech producers.  Many more are in the pipeline.  Our vision will be brought to life by brilliant minds. The overseeing creative board will include true storytellers like authors who have not been corrupted by 30 seconds TVCs and our business board will include members of other company boards as well as venture capitalists”

     

  • The Lokmat group launches its 21st edition with a seminar on the 'Role of politics and media in the development of the common man'.

    Lokmat Samachar launches 7th edition in Chhindwara, MP

    Senior politicians and journalists at the launch of the Lokmat Samachar edition

    By A Correspondent

     

    The Lokmat group launched the seventh edition of its Hindi daily Lokmat Samachar with much fanfare in the industrial town Chhindwara in southern Madhya Pradesh last Friday (July 12).

     

    The edition was launched by Union urban development minister Kamal Nath who praised the Lokmat group for launching the paper in Chhindwara. “While Bhopal cannot become Chhindwara, Chhindwara can become Bhopal,” he said adding how the city had changed a lot over the years with its citizens redefining their concept of development.” An aggressive marketing drive was also initiated to coincide with the launch.

     

    Jaldi 5 with Vikas Mishra, Editor, Lokmat Samachar: Loads of surprises in store for readers

    A quick Q&A with Vikas Mishra, senior journalist and Editor of Lokmat Samachar.  The Hindi daily is published from Nagpur, Aurangabad, Akola, Kolhapur, Jalgaon, Pune and now Chhindwara

    01. It’s interesting that you have launched the first edition of Lokmat Samachar in Madhya Pradesh from Chhindwara and not a larger city like Indore or Bhopal? What was the reason for this decision?

    Chhindwara has very close contact with Nagpur and the distance is only around 130 km and earlier also Madhyanchal edition of Lokmat Samachar was circulated to Chhindwara and adjoining areas. There was a demand of readers to have a separate edition for Chhindwara because it’s a fast-growing city of Madhya Pradesh, hence we have launched our edition from here.

     

    02. You already have six editions in Maharashtra. Editorially, how much of a change will the Chhindwara edition have from the others edition in Maharashtra?

    We are having a separate edition of Lokmat Zamachar for the readers of Madhya Pradesh named Madhyanchal since two decades and it’s quite acceptable in several districts which are situated on the border of Maharashtra and MP. We already have bureaus in Bhopal, Indore, Jabalpur, Ujjain and Ratlam. We are making them more stronger.

     

    03. Any specific issues or campaigns that you expect to take up in the next few months at Chhindwara?

    Wait and watch. We have a lot of surprises for our readers which will be unveiled on a regular basis

     

    04. The language spoken by people in Chhindwara would be dramatically different from that of people in, say, Pune or even Kolhapur? Is the Hindi that use in the headlines and stories different in the Pune and Chhindwara editions to suit the local taste?

    Chhindwara edition of Lokmat Samachar may be the first independent edition of Madhya Pradesh but as mentioned earlier, we have had our Madhyanchal edition for two decades and hence have had a strong relationship with the readers of Madhya Pradesh. I personally know the journalistic taste of MP because I have spent 25 years in the state.  As far as the headlines and stories are concerned, we always try to write simple Hindi which is acceptable to each and every Hindi reader.

     

    05. In the run-up to the State Assembly elections in MP later this year, are you looking at expanding in MP and Chhatisgarh?

    The decision will be taken by the management.

     

    The event was also attended among others by Leader of Opposition in the Rajya Sabha Ravishankar Prasad, Maharashtra Chief Minister Prithviraj Chavan, Chairman and Editor-in-chief of Lokmat Media and Rajya Sabha member Vijay Darda, Maharashtra School Education Minister Rajendra Darda, Executive Editor of Aaj Tak Punya Prasoon Bajpai and Ashutosh, Managing Editor of IBN7.

     

    Editorial Director and Joint Managing Director Rishi Darda, Executive Director Karan Darda, Lokmat Samachar Editor Vikas Mishra, Product Head Mateen Khan, Resident Editor of Lokmat Samachar’s Chhindwara edition Devesh Thakur  were among those present on the occasion.

     

    The brand campaign for the Chhindwara edition launch of Lokmat Samachar

     

    A seminar on “Role of politics and media in the development of common man” was held on the occasion. The Maharashtra CM stressed the need for the media to maintain its neutrality and impartiality. He said both mediapersons and politicians carried a heavy responsibility on their shoulders. He expressed concern over a section of the media resorting to unscrupulous means to increase circulation. He said it is the primary duty of the media to inform the policies and programmes of the government to the masses.

     

    Speaking on the occasion, chairman and editor-in-chief of Lokmat Media  and Rajya Sabha member Vijay Darda said the main duty of the media is to bring about change in the life of the common man.

     

    He said Hindi can play a prominent role in unifying the country. He also added that Lokmat did not represent any political party but just acted as an impartial organ of public opinion.

     

    Maharashtra school education minister Rajendra Darda said there is a sea change in politics and media in the last two decades. During the pre-Independence era, there was coordination between the media and politics which is no longer seen. The media is the protector of the public interest.

     

    Ravishankar Prasad stressed the need for the media and politicians to establish a dialogue with the masses to prove their relevance. “The media should understand the agony and anguish of the common man and reflect the same through its columns only then it will win the appreciation and trust of the masses,” he said, adding: “The common man stayed buoyant about the future of the country.”

     

    Punya Prasoon Bajpai said there was a communication gap between the politicians and the common man. The politicians often use the common man during elections and then forget them till the next election. He also said the media needs to highlight the common man’s concerns to establish a link with the masses. If mediapersons or politicians establish a line of communication with the common man, the country will progress.

     

    Ashutosh said there has been a massive transformation in the country since 1950.  The country has seen technological as well as intellectual development. Common man has changed his thinking a lot. The Indian society has attained a maturity and they can no longer be conned by anybody. This is high time both politicians and mediapersons established a close contact with the common man and reflected his concerns.

     

    The Chhindwara launch marks the Lokmat group’s 21st edition in the country..

     

  • Open magazine has launched a breakfast chat series in association with restaurant chain Some House Deli

    Open magazine launches breakfast chat series

    By  A Correspondent

     

    Arvind Kejriwal with Open editor Manu Joseph Digivijay Singh with Open political editor Hartosh Singh Bal

    Open magazine has launched a breakfast chat series called Open Breakfast @ Smoke House Deli in association with restaurant chain Some House Deli. The chat series has been planned to be held every month and will host prominent public figures, in conversation with the journalists from the newsmagazine. Through the monthly conversations, the magazine desires to illuminate its readers’ understanding of politics, people and culture, notes a communique.

     

    The inaugural event on June 1 featured Arvind Kejriwal, activist and leader of the Aam Aadmi Party in conversation with Manu Joseph, Editor, Open magazine.

     

    The second edition of the series was hosted on July 6 with Congress Party General Secretary Digvijaya Singh in conversation with Hartosh Singh Bal the magazine’s Political Editor.

     

  • Extensive 360-degree marketing campaign with some shock value to promote the show

    MTV launches comedy reality series with Imam Siddique

    By A Correspondent

     

    MTV India has launched a new comedy-reality show with social impresario Imam Siddique. The show titled ‘Time Out with Imam – Ek Insaan, Kai Pehchaan’ will air on Sunday evenings starting July 14.

     

    Speaking on the launch of the show, Aditya Swamy, EVP and Business Head, MTV India, says, “We are opening up a brand new genre – Comedy Reality. Young people are constantly looking for out of the ordinary entertainment and there is no one who is more out there than Imam. Everything about the show is surreal, the situations, the promos and even the marketing. Spending just a day with Imam is full of surprises, 13 weeks is going to be a riot!!! ”

     

    The thirteen part series will document his journey as he expresses his take on various hi profile events that will be topical – Cricket, films, TV, music, fashion…Nothing will be spared by Imam. From reconnecting with his old Bigg Boss frenemies to making a music video on his favourite city Mumbai and styling an IPL team, Imam will be seen doing it all.

     

    The show to preented by Swipe ‘MTV Slash’ Fablet will be supported by an extensive 360-degree marketing campaign. MTV will be promoting the show by joining hands with the rickshaw drivers in Mumbai. Adding to the shock value, the entire city will be swarmed with 500 Imams all around them as the rickshaw drivers and promoters will be seen wearing Imam Masks. The channel will also connect with its audience through the launch of a new app, Imamogram, which will help fans say something bold and cheeky to anyone they want with a personalized message delivered by Imam himself. The series will see real time radio integration in an episode for the first time in a show.

     

  • The campaign across 38 cities in DAS Phase II is aimed at empowering consumers with information on digitization and distribution partners with the opportunity to strengthen brand equity

    RBNL launches ‘Choose Your Set Top Box Wisely’ campaign

    By A Correspondent

     

    As India gears for phase II of digitization, positively affecting a population of more than 50mn+ Indians across 38 cities of the country, Reliance Broadcast Network has launched ‘Choose Your Set Top Box Wisely’ consumer awareness campaign across 38 cities in DAS Phase II. The 12-week campaign launched on April 1, has been designed to empower consumers with information on digitization. Simultaneously, it also offers distribution partners an excellent opportunity to strengthen brand equity. The 12-week campaign will see an extensive multi-media marketing push with the help of RBNL’S marketing muscle and expertise and will be promoted across the platforms of television, radio, cinemas, digital, outdoor, on ground and road shows.

     

    Currently, RBNL distributes 8-channel television bouquet catering to different markets in the country. The campaign will play in both the Hindi and English language, based on the cities and audience. With different channels leading the campaign in different markets basis priority, the campaign will be primarily led by the BIG CBS Channels -Prime Hindi and Love; Big Magic and Big RTL Thrill and Spark Punjabi across the Hindi speaking markets of Uttar Pradesh, Maharashtra, Madhya Pradesh, Gujarat, Bihar and Jharkhand and Punjab. With FM presence in 24 out of the 38 markets, the brand plans to leverage its local connect.

     

    Tarun Katial

    Speaking on the new campaign, Tarun Katial, CEO, Reliance Broadcast Network said, “We are excited to launch this campaign deeper into India. After its success in the 4 metros, we are now ready to reach out to 38 cities, educating consumers on the opportunities of digitization and the choices available to make an informed decision. Our multi-media campaign promises to benefit all stakeholders who are part of the value chain.”

     

  • Coca-Cola launches campaign with real characters in winter to encourage consumption all-year round

    Coke gets real to boost drinking of ‘thanda’ in ‘thandi’

    By Rajiv Singh

     

    Coke’s New Year resolution, it would seem, is to go ‘crazy’ in its quest to spread happiness. The beverages major last Thursday rolled out its latest TV commercial for India, its second successive winter campaign in the country; but, for the first time, it features real-life characters.

     

    Conceptualized by McCann Erickson, the campaign titled ‘Crazy for Happiness’ showcases people who are committed to doing good deeds. It is an extension of Coke’s ‘Ummeed wali dhoop, sunshine waali aasha’ campaign that rolled out in December 2011, exhorting people to believe in a better tomorrow.

     

    The TVC has a teenage singer from Indore who has been performing stage shows across the country to collect money for treating sick children.

     

    She is followed by a Mumbai lad who loves stray dogs, and spends a chunk of his salary to feed over 30 dogs every day.

     

    Prasoon Joshi

    “Coke has always been called the Real Thing,” says Prasoon Joshi, CEO and chief creative officer of McCann World Group India. So, it’s no surprise that it has used real-life characters, he adds. “When the values of helping and being kind have taken a backseat, why not celebrate being nice to each other,” he says, explaining the theme of the campaign.

     

    Not only is Coke determined to make people happy, it also appears keen to improve their lives. In today’s world, people have become more insular and self-focused, says Anupama Ahluwalia, vice president, marketing, Coca-Cola India & South West Asia. “The ‘I’ has stopped caring for the ‘WE’ and doing something good for a stranger is often considered crazy,” she points out.

     

    But why has Coke chosen the chill of winter – the ad hit the small screen a day after New Delhi recorded its coldest day in decades – to drive home its altruistic messages? After all, traditionally it’s the onset of summer that sets the cola majors into overdrive with fresh war chests and mint-new campaigns.

     

    “It’s not about seasonality anymore,” contends Ms Ahluwalia. “With changing lifestyles, consumption of cola happens round the year, and we have been looking at various occasions for connecting with the consumers.” She, however, refuses to divulge the sales figures for Coke during winters.

     

    Marketing experts agree that the new campaign could be a deliberate attempt to de-seasonalize the brand and give it a distinct brand personality.

     

    While the ‘Open Happiness’ ads effectively set the stage in this context, the latest campaign infuses life into the brand by way of giving it a distinct personality, says Smitha Sarma Ranganathan, a brand communication specialist who teaches marketing management at IBS Bangalore. “After all, every brand is a story and every story needs a well-defined stage and attractive characters that come alive with every narration,” she adds.

     

    Analysts say typically 40% of cola consumption in India happens during summer, and the rest takes place during the festive season, starting with Diwali.

     

    With per capita consumption of Coca-Cola beverages in India at 12 servings a year, as compared to 403 in US, the Atlanta, Georgia-headquartered beverages maker has been trying to create occasions to push its brands and, in the process, close the gap with arch rival Pepsi, say marketing experts.

     

    The ‘Coke and meals campaign’, which talks about happiness around mealtimes, is one of the ways in which the brand is trying to do a Cadbury – which has its ‘kuch meetha ho jaaye’ slogan – and encourage consumption on virtually every occasion, says Subrata Chakraborty, a Delhi-based brand expert and head of ad agency Brand Curry.

     

    Source:The Economic Times

    Copyright © 2013, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • Dance reality show gets viewers to put on their dancing shoes through an online game

    Colors launches Jhalak Dikhhla Jaa online game

    By A Correspondent

     

    General entertainment channel Colors announced the launch of a first-of-its kind online game allowing viewers to be a part of the popular dance reality show, Jhalak Dikhhla Jaa. Exploring digital avenues to enhance the popularity of the show, the initiative allows fans to partake in the Jhalak Dikhhla Jaa experience online. Designed by BBC Worldwide Productions India, the game takes fans on a whirlwind ride while allowing them to learn and experience different dance forms that makes the show a hit among audiences.

     

    Commenting on the launch of the game, Vivek Srivastav, Digital Head – COLORS said, “With the Jhalak Dikhhla Jaa game, we aim to connect with our strong online fan base which elevates the show to a higher mass platform. The more virtual formats we explore, the more it enables us to tap newer audiences across the world.”

     

    Elaborating about extending the Jhalak Dikhhla Jaa experience across digital platforms, Myleeta Aga, General Manager & Creative Head – BBC Worldwide Productions India, said, “We are very excited to explore newer avenues in the digital media space and bringing the television experience of Jhalak Dikhhla Jaa to the virtual world. We believe that with the launch of this game, the overall experience will create an addiction among the Jhalak Dikhhla Jaa fans and dance lovers.”  The game can be accessed at http://colors.in.com/in/jhalak-dikhhla-jaa.