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Tag: Manish Porwal

  • The agency will handle the entire communication mandate and help Puranik’s market its projects and the corporate brand to their consumers and stakeholders

    Manish Porwal’s Alchemist bags Puranik Builders AOR mandate

    By A Correspondent

     

    Puranik Builders has appointed Alchemist Marketing Solutions and its real estate division, Clay, as its startegy and creative AOR (Agency on Record). The agency will handle the entire communication mandate and help Puranik’s market its projects and the corporate brand to their consumers and stakeholders

     

    Said Manish Porwal, Managing Director of Alchemist Group: “Alchemist prides itself on the fact that we don’t just create brands. We help businesses. In the recent past, we have launched numerous successful campaigns for real estate giants, and this has led us to develop a deep understanding on real estate market. We are thankful to Puraniks for having awarded us their mandate accepting the fact that we don’t pitch and based on our past work and client satisfaction.  That puts us under happy pressure and gives us an opportunity to prove ourselves yet again during this crucial time. With this addition, we get to work with 8 of the Top 20 real estate brands of the country”

     

    Added Shailesh Puranik, Managing Director of Puranik Builders: “After having dealt with top agencies of the world, we found that Alchemist had something that other agencies did not. Team Alchemist’s passion coupled with the strategic thinking the management has, is what made us welcome Alchemist on board”

     

    Said Farhan Khan, COO, Clay at Alchemist Mumbai: “We have been able to gain the trust of brands through the years. Having learnt a lot from our past experience, it has helped us to continue on the path of growth during these tough times. We are keen on having a strategic and lasting relation with Puraniks and look forward to working in tandem with their growth plans”.

     

     

  • The account will be handled by the agency's Delhi office

    FirstHandle appoints Alchemist as its communications agency

    By A Correspondent

     

    Delhi based Mobile App firm FirstHandle has hired Alchemist for brand building and enhancing its footprint across the country even as its traction has extended to Mumbai and Bengaluru since its launch in the capital, less than a year ago. The agency will handle the strategy, planning, and the creative responsibilities of the brand. The account will be handled by the agency’s Delhi office.

     

    Says CEO Gaurv Sinha, “We, at FirstHandle were looking for a team/agency that matches our standards of operations, understand our business philosophy and will help us find a standing in a market as diverse as India. We are happy to have on board Alchemist, a leading Marketing Solutions provider, as the drivers of our brand and social strategy and execution partner.”

     

    This strongly backed mobile app is meant to help find treats and treasures at a discount! Manish Porwal, MD Alchemist said: “We pride ourselves in contributing to strategic growth for businesses. We are excited to partner with FirstHandle, to work on their brand and social strategy. The challenge for us is to create an exciting communication plan to make this brand into a go-to-app for every person who steps out to shop.”

     

  • Is there life beyond Sachin and Dhoni and Shah Rukh and Abhishek? Yes, says Manish Porwal, recommending six faces that could be tapped.

    The Anchor: Manish Porwal on 6 celebrities who marketers have ignored till now

    Is there life beyond Sachin and Dhoni and Shah Rukh and Abhishek? Yes, says Manish Porwal, recommending six faces that could be tapped.

     

     

     

    Gautam Gambhir: One of the most consistent youngsters in the Indian team, Gautam was accused of being puny, under-confident, reserved and almost a misfit for any proud brand. In spite of his reasonably good looks and much better cricketing records, he was, at best, fitted into one-in-many celeb kind of brands. I remember how difficult it was to get work for him, off the field. Today, the king of Kolkata, he is a knight both off and on field. I hear his price is going to double and that still is a fraction of Dhoni’s. Grab him, India Inc!

     

    Kamal Haassan: I guess he waited so long to marry a brand that the brands no longer see him as an eligible groom. Initially wary of brand endorsements, Kamal, is now not also being approached. Next only to Rajni Sir, he has the power to change governments, not just brand choice. He lost an opportunity to stand for a brand so far. Or shall we say, brands lost the opportunity to make Kamal stand for them?

     

    Rajeev Khandelwal: Aamir Khan of television and Aamir of films, his acting prowess and his success also couldn’t get him to endorse many brands yet. A part of it was his choice, as he wanted to be discreet and away from media but for his core work. Rajeev is almost anti-social [not on social networking sites]. A sure loss for FMCG brands wanting to woo the quintessential housewife.

     

    Rakhi Sawant: Are you raising an eyebrow? That’s fine. The queen of entertainment and TRPs was too controversial to be used by the safe world of advertising. Understandable that most brands would not want to touch her with a barge pole, as an endorser. But hey, advertising folks, I thought you were smarter and cuter than that. What about an anti-hero in a low involvement and impulse buy brand wanting quick recall? Rakhi still gets attention, good or bad!

     

    Abhay Deol: Too niche for the mass brands and too mass for the niche brands, Abhay didn’t get slotted well for brand endorsements. A potential, good-to-grab, keep-and-see-grow, Abhay is hitherto unexplored by the big daddies of advertising and endorsements. Holds more promise than sirji, for sure.

     

    Chetan Bhagat: The person who rules the social networks and college canteens of young and Tier 2 India, doesn’t feature in a single TV commercial. He touches the hearts and computer screens of more than a million youth. He knows his worth but do brands? A gross mismatch of expectations keep him away from the ad world

     

    Manish Porwal is Managing Director at Alchemist Talent Solutions

     

  • SRK's image has suffered in the last couple of years not only due to the controversies that have surrounded him but also because he is an ageing celebrity

    Is Brand SRK losing sheen due to controversies?

    By Samidha Sharma

     

    He was, arguably, the biggest Bollywood superstar not long ago but with a few unsuccessful releases, a night club brawl and now a scuffle with officials at a Mumbai cricket stadium to his credit, Shah Rukh Khan’s brand is losing sheen.

     

    In the last couple of years the actor has not signed any big brand endorsement deals, although his portfolio still boasts of more than a dozen brands. People in the endorsement industry say that SRK’s image has suffered in the last couple of years not only due to the controversies that have surrounded him but also because he is an ageing celebrity.

     

    “Controversy does not make for good brand endorsers and any marketer will keep away from a celebrity like that. Besides the controversies that have courted him recently, what is a bigger concern is that he is ageing and that does not bode well for multiple brands in India that want a youth connect,” said Manish Porwal, MD, Alchemist, a talent management agency.

     

    Cola major PepsiCo, for which SRK was a brand ambassador for a long period, dropped him in 2009. In a move that was veering towards the youth, the cola major got on board Ranbir Kapoor. Later, telecom major Airtel did not renew its contract with SRK, although, they have not officially announced their disassociation with him.

     

    LOST IN TRANSITION?

    Endorsements: Tag Heuer, Hyundai, Belmonte, V-jon, Navratna, Dabur sona chandi, Lux Cozi, Linc pens

     

    SRK’s endorsement rates haven’t come down though as he charges around Rs 1.5 crore per day. But it’s 50 per cent less than what Aamir Khan commands.

    Today, his roster of more than a dozen of brand endorsements include Belmonte, V-jon, Navratna, Dabur sona chandi, Lux Cozi, Linc pens, besides a few marquee names such as Tag Heuer and Hyundai. SRK’s endorsement rates haven’t come down though as he charges around Rs1.5 crore per day.

     

    However, it’s 50 per cent less than what his contemporary Aamir Khan commands, but the latter has largely been off the endorsement market of late, say industry people.

     

    “What you are seeing is something that a lot of stars have gone through. It’s a transitional phase which all celebrities go through; while some bow out gracefully, some do not. It is an inevitable shift of power and it has not been a smooth ride for him,” said Santosh Desai, CEO at Future Brands.

     

    However, some of the brands that he endorses are sticking with him. DTH player Dish TV, which has him as a brand ambassador for over five years, says these incidents have had no rub-off as far as his brand appeal among masses goes. “There is no dent that has been made on Brand SRK, we will continue to have our association with him,” said Salil Kapoor, COO, Dish TV.

     

    Source:The Economic Times

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