Columbia Pacific Communities has unveiled its first TV ad campaign at Ted Talks India Nayi Baat–II hosted by Shah Rukh Khan.
Highlighting the concept of the TVC, Piali Dasgupta, Vice President, Marketing, Columbia Pacific Communities, said: “Produced entirely in-house on a shoe string budget, the communication, with the help of captivating images, tells the story of a happier, brighter, healthier and blissful future for our seniors. It weaves in the brand purpose of positive ageing and clearly positions the offering as “serviced residences for seniors” differentiating it from old age homes. The creative challenge was to tell our story in 40 seconds in a way that it showcased our product and service offerings optimally. The communication needed to be engaging, appealing and leave the viewer with a sense of hope and optimism while delivering all of the above. The communication addresses the brand’s primary TG (55+ seniors), who have sought and not found this solution.”
Added Basav Mukherjee, Chief Revenue Officer, Columbia Pacific Communities: “We are proud to partner Ted Talks as we believe that change of any kind is triggered by conversations. At Columbia Pacific Communities, it is our constant endeavor to shift paradigms as far as senior citizens is concerned. And this will be possible only through conversations. Star World has been one of the most popular entertainment channels in India, reaching out to 1.3 million English speaking audience for over two decades in our country. It was our channel of choice given its deep resonance with our audience.”
D’décor has unveiled its new campaign – ‘Beautiful homes tell beautiful stories’ with a series of short films featuring Gauri and Shah Rukh Khan. The campaign celebrates 10 years of association of the power couple with D’Décor.
Conceptualised by Wunderman Thompson, the campaign is produced by Dharma 2.0, the creative unit from Karan Johar’s Dharma Productions.
Speaking about the new milestone, Sanjay Arora and Ajay Arora of D’Decor said: “D’Décor is proud to unveil its new campaign marking the longstanding association with Gauri and Shahrukh Khan. The brand journey with the Khans’ is over a decade old and we are aware of the magic they bring to the people across India. Dharma 2.0 has beautifully translated our vision and the celebration of this beautiful partnership. The couple together, are an ideal image of homemakers and imply ‘family’ for us. There is a seamless synergy between D’Décor and its values being narrated with Beautiful homes tell beautiful stories.”
Edtech major Byju’s has announced the launch of its ad campaign – Byju’s Early Learn app featuring Shah Rukh Khan. Conceptualised and created by Spring, these ad films bring to life the role that parents play in their child’s formative years. In the films, Shah Rukh Khan is seen interacting with children and helping them complete puzzles.
Said Mrinal Mohit, Chief Operating Officer, BYJU’S – The Learning App: “We are thrilled to launch the ad campaign for our brand new product for lower grades with Shah Rukh Khan. Our ad films are specially targeted at parents with children studying between Class 1 and 3 and to help them understand and embrace tech-enabled learning. We strongly believe that parents, being their child’s first teacher, can ensure that their children have the best holistic early learning experience, making them lifelong learners. The core objective of each of our four ad films is to demonstrate to parents how learning can be fulfilling and fun at the same time using a technology-powered tool like ours.”
Global advisory firm Duff & Phelps announced findings from the fourth edition of its Celebrity Brand Valuation Report 2018: ‘The Bold, the Beautiful and the Brilliant.’ The report, released on Thursday, provides a ranking of India’s most powerful celebrity brands based on brand values derived from their endorsement contracts.
Key findings from the report include:
:: Virat Kohli retains the top position for the second consecutive year. His brand value rose by 18% to US$170.9 million in 2018.
:: Deepika Padukone rises to the second position, whereas Shah Rukh Khan falls to the fifth position.
:: Total value of the top 20 celebrity brands stands at US$877 million, with the top 10 contributing more than 75% of the total value.
Celebrity – Top 10
2018
2017
Brand Rank
Brand Value
Brand Rank
Virat Kohli
1
170.9
1
Deepika Padukone
2
102.5
3
Akshay Kumar
3
67.3
4
Ranveer Singh
4
63.0
5
Shah Rukh Khan
5
60.7
2
Salman Khan
6
55.8
6
Amitabh Bachchan
7
41.2
8
Alia Bhatt
8
36.5
9
Varun Dhawan
9
31.6
10
Hrithik Roshan
10
31.0
7
Commenting on the rise of the endorsement market in India, Varun Gupta, Managing Director and Asia Pacific Leader for Valuation Services, Duff & Phelps said: “The celebrity endorsement market in India has matured from vanilla endorsement deals to full-fledged partnerships through innovative routes such as equity deals and strategic partnerships. On the other hand, rising internet penetration, varied formats of content consumption and a burgeoning middle class with increasing disposable incomes is boosting media spends for traditional and digital advertisements through celebrities. Millennial celebrities continue to be the first choice for brand endorsements as companies want to have a greater focus on the youth segment fuelled by demand in sectors such as e-commerce, retail, FMCG and smartphones, among others.â€
As per data from GroupM ESP Properties, over the past decade celebrity-led endorsements increased in number from 650 in 2007 to 1,660 in 2017, representing a steady CAGR of 10%. Further, TV ad spends with celebrity endorsers rose from INR15.5 billion in 2007 to INR66.6 billion in 2017 at a CAGR of 16.1%. TV ads with celebrity endorsers represented close to 24% of the total TV ad spends in 2017, which represents a 5% uptick from 2007.
Added Aviral Jain, Managing Director, Duff & Phelps: “While Bollywood celebrities dominate the rankings of the top 20 celebrities, sportspersons provide tough competition. Virat Kohli, Sachin Tendulkar, M. S. Dhoni and P.V. Sindhu collectively contributed almost US$241 million, which is over 27% of the cumulative brand value of the top 20 celebrities pegged at US$877 million.â€
“Brands are also increasingly going regional in their endorsement strategy to cater to the heterogenous peculiarities of Indian states. They are leveraging the equity that local celebrities enjoy. Product brands are also looking for better returns on their investment through a step up on regional markets and have started coming up with region-specific commercials featuring regional celebrities like Mahesh Babu and Tamannaah,†Jain added.
Further, the report focuses on the rising trend of power couples. By tapping into a power couple’s reach and impact, brands can target each partner’s unique following and voice. The coming together of a power couple creates a larger platform that brands want to leverage to target the youth. This year, power couple Virat Kohli and Anushka Sharma have endorsed around 40 brands together such as Head and Shoulders, Manyavar, Pepsi, Celkon, Boost, Audi, Fastrack, Goinee, Wrogn and Polaroid.
Celebrities are also increasingly being leveraged to create social media buzz. A celebrity’s hold on social media is now a major determinant of the influence that he or she can have over a brand campaign. Duff & Phelps sourced data from Meltwater, the vertical leader in online media intelligence solutions, on the top celebrities and their social media presence, engagement and influence index.
Commenting on the power of a celebrity’s social media influence, Christo van Wyk, Area Director – India and Middle East, Meltwater said: “ Like marketers, celebrities are continuously building their brand, and those that are aware of current trends and of the difficulties in breaking through the clutter, recognize that social media is a unique opportunity to stand out above the crowd. Celebrities with well-crafted social media strategies are able to maintain relevance, build more intimate relationships with fans and garner real-time feedback on their work. Much like a corporate brand’s, a thriving social media presence can serve as a reflection of a celebrity’s public desirability.”
Edtech major Byju’s has unveiled its new ad campaign starring Shah Rukh Khan with a bunch of energetic children at a school annual day performance. The campaign celebrates the curiosity of young minds and the importance of loving what they learn.
Created by Lowe Lintas, the ad is centered on the concept that children learn better when they love learning. Announcing its launch, Byju Raveendran, Founder & CEO of Byju’s said: “Children rarely use the word ‘Love’ and ‘Learning’ together as learning has always been equated to pressure, stress and competition. We have always strongly believed that children learn better when they love what they learn. Our partnership with Shah Rukh Khan will help us increase our reach & create deeper connect across geographies. His wide appeal and adoration amongst parents and children makes him a perfect fit for our brandâ€.
All smiles: L to R: Chris Anderson with you-know-who (Uday Shankar and Salman Khan… uff, okay, Shah Rukh Khan
By A Correspondent
Star India is not known to hold press conferences often. Why, other than a select few, their business heads don’t even speak to the media. But then when they do, it’s almost always something very big.
And what happened on Thursday was significant as it was about yet another ‘hat ke’ show, which goes beyond entertainment, but will air on entertainment channel Star Plus.
It was about ‘TED Talks India Nayi Soch’ (TTINS) and will star Shah Rukh Khan as host. It is TED’s first collaboration with a television network globally, and it will be the first time ever when a TED Talk will be aired on television first. The show is scheduled to start some time later this year (which leaves December, November and a bit of October in 2017) and we still don’t know what time it will be aired. On a Sunday morning (like Satyamev Jayate) or weekday primetime or weekend primetime.
When we normally talk of new shows, the report is generally based on a press release, and with some extra answers and info thrown in. But then this is Star Plus, and the network is headed by a former journalist (Uday Shankar) who still thinks like a journalist. The head of the content studio (Gaurav Banerjee) is also a former journalist, so one is sure they wouldn’t mind us toeing their line of ‘nayi soch’ and first looking at the challenges ahead for the new show.
1. This isn’t the first time that Star Plus has retained megastar Shah Rukh Khan as a host. In the early 2000s, he hosted Kaun Banega Crorepati, and later to host Kya Aap Paanchvi Pass Se Tez Hain?, the Indian version of ‘Are You Smarter Than a 5th Grader?’.
Then in 2011, he returned to Imagine TV’s ‘Zor Ka Jhatka: Total Wipeout’, the Indian version of ‘Wipeout’. While his film awards shows have rated well, his three key television appearances as a star host have seen dismal results. Duds, one could say. Will TTINS work for SRK and Star Plus? Don’t know, Can’t say.
2. The last time Star Plus had done an eclectic show – and an activisty one – it did phenomenally well for it in terms of perception etc, but it didn’t bring in truckloads of ratings. In fact the show – Satyamev Jayate – went off air after its third season. This time though it’s Shah Rukh Khan as the host and the invited speakers will have their own draw with crowds. We don’t know the final list of guests but the grapevine has it that Karan Johar is one of the speakers. And Oprah Winfrey has been invited. Google’s Sunder Pichai is also on the list. The show will be in Hindi, and will hence appeal to audiences across (well, so was SJ, but then that was serious stuff). It is said the show may also be dubbed or subtitled in other languages. We don’t know yet.
3. For a certain set of audiences who like to visit TED events or watch TED talks, the TED franchise has diluted considerably. There are TEDx events happening in every gully and nukkad. There could well be a TEDxRamkrishna Nagar or TEDxPandit Paluskar Chowk… TED is everywhere and in the interests of reaching out to the world, it’s really going places.
So TTINS is perhaps in TED’s line of taking the brand to the billions. Next stop: China, we are sure.Â
TED, we know is a not-for-profit (and guess not-for-loss too), but over the last year-odd it has diluted its equity much with it core audience. But then this is all about building new audiences…
The show is being produced by Freemantle, so one assumes that if it’s a success, the all-new format will be taken elsewhere. Regional channels, please note. Yes, why not TED Bhojpuri or TED Telugu or Bangla. Whatever…
Let’s hear the bytes from the press release:
Uday Shankar, Chairman and CEO, Star India: “At Star we have always believed that conventional definitions of content exist only to be challenged. I have been a big fan of TED and felt that there is no reason why these ideas should not be made accessible to all Indians in a language of their choice. Television should offer a spectrum of content which includes not just the traditional definition of entertainment but also content that feeds the human passion for knowledge, which stokes curiosity and inspires people. The timing is perfect -. India is a young country with big dreams and potential. It is a time when the world is looking to India for the next big idea. I am excited by the Star TED partnership as it opens up a world of ideas and truly inspires “Nayi Sochâ€. Joining us in our endeavour is Shah Rukh Khan whose charisma and enthusiasm will be pivotal in connecting with our viewers.”
Actor Shah Rukh Khan: “It is a huge honour to host this show. When two giants like Star India and TED come together we’re sure to fire up a billion imaginations. Bringing the power of ideas to people’s living rooms across India and reaching out to especially the youth of our country, is something that’s really exciting. I want our youth to be inspired to think of new ideas. Simple and unique ideas that pack a punch. Ideas that can change lives.â€
Chris Anderson, Head of TED: “TED Talks India Nayi Soch marks an unprecedented step in TED’s ongoing effort to bring big ideas to curious minds around the world. Combine India’s impressive thinkers and its growing appetite for knowledge with Shah Rukh Khan’s global fan following and Star’s massive reach, and we have a real shot at offering millions of people the empowerment that inspiring speakers can bring. We’re delighted at this partnership. The Star team and Shah Rukh Khan have created riveting television that takes the TED platform to a platform to a whole new place.”
You’ve read the quotes from the three biggies, you’ve read the challenges, we listed, but let’s see why this deserves to be a success:
1. Entertainment television needn’t have only mindless entertainment. Every now and then, it must look at some purposeful stuff, and stuff that can set you thinking. Almost all GECs have tried it, Star and Colors more so. Zee too has, Sony is currently running KBC.
2. Good content needs good patronage. Ask us. We champion this adage. Where else will you read a story like this? A story that points out the challenges that Star has upfront. But, then we do it. And we get the patronage, though we could do with some more. Similarly, we would urge viewers to watch the show, assuming it’s good. And we have no reason to believe it won’t.
3. Remember Shah Rukh Khan is the original television star. He is television’s child. Fauji was the name of the show. Agreed he hasn’t worked on television post that, but then he tries. And that’s what matters
4. It’ll be inspirational stuff, from many, many people. We are sure the TED standards will be maintained, so even if it’s Karan Johar, we can be sure it’ll be more than a jig or talking about all the things that he wrote in his book.
Now, let’s wait for the launch date and time. But that’ll be on another day, in another story.
DHFL has rolled out its new ad campaign ‘Aisa Desh Ho Mera’ with the purpose of empowering people to own their dream home in India. The campaign in association with DHFL’s Brand Ambassador, Bollywood Superstar, Shah Rukh Khan has been conceptualised by Hyper Collective and directed by Nitesh Tiwari.
Commenting on the rationale behind the campaign, Harshil Mehta, Joint Managing Director and CEO, DHFL said, “We are delighted to roll out this campaign which focuses on building conviction amongst the LMI segment that home ownership can now become an achievable reality. DHFL’s campaign ‘Aisa Desh Ho Mera’ envisions the social upliftment that owning a home can bring to the whole nation, through fulfilling the Housing for All vision being driven by the Government. We have conceptualized the campaign with great details basis in-depth insights gathered from the brand over the years. This is indeed a unique opportunity for DHFL to reinforce its commitment to expanding financial inclusion across the country and reiterate our 33-year old vision of offering affordable housing finance to fulfil the dreams of millions of Indians.â€
Capturing the essence of the campaign, K V Sridhar, Founder & Chief Creative Officer Hyper Collective said, “The new ad campaign has been brilliantly written, acted and directed to reiterate DHFL’s vision of providing Affordable Housing Finance. The campaign echoes the national sentiment of the need for every Indian to have a roof over their head and living their life to the fullest. Shah Rukh Khan has beautifully brought alive the few simple, and treasured moments of the life of a common man with so much ease and emotion.â€
Added Ajay Arora, D’Decor Managing Director: “As a brand that deals in luxury fabrics, we wanted our TVC to capture that essence of D’Decor. Dharma 2.0 has created a lot of buzz in the market, for its excellent work. They understand our objective behind the campaign and have put their best foot forward in delivering excellent results.â€
Jewelry major TBZ is launching a ‘Jab Harry Met Sejal’ ring campaign today (July 21) with a series of consumer centric activities till the release of the Shah Rukh Khan-Anushka Sharma film on August 4.
Said Raashi Zaveri of TBZ: “One needs to design the ring in a way that matches the wearer, her moods, her routines and lifestyle. In this ring, given Anushka Sharma’s character, the challenge was to express her simple angel-like heart and therefore the halo around the solitaire, which acts like an angel that eventually leads her to her true love. Yet showcase the strength of the round brilliant cut diamond in traditional yellow gold which represents purity at its best. While designing we have made sure the halo does not overpower the solitaire and yet is like a visible circle to accentuate the centre stone.†He added, “The accent stones are carefully crafted in the finest of microscopic setting to be able to look like tiny stars that encompasses the universe of love. The need for making the solitaire look elaborate and yet subtle knowing the ‘wear her heart on her sleeve’ character.â€
Star India announced the greenlight of ‘TED Talks India: NayiSoch,â€Â a global first Hindi TV talk show created in partnership withTED, the non-profit devoted to ‘ideas worth spreading,’ and hosted by Bollywood superstar Shah Rukh Khan. The show on Star Plus titled ‘TED Talks India: NayiSoch,’ will feature speakers sharing big ideas in TED’s signature format of short, powerful talks. This is the first time TED is collaborating with a major network and mega-star to produce a TV series featuring original TED Talks in a language other than English.
Uday Shankar, Chairman & CEO, Star India, said, “At Star, we have always believed in pushing the boundaries with new ideas, creativity and fresh thinking. Nobody reflects this belief more than TED and we are thrilled to collaborate with them in bringing the power of ideas to our audiences with ‘TED Talks India NayiSoch.’ In an age of high volatility the role of ideas to fuel positive change cannot be overstated. We are delighted to have Shah Rukh Khan share our vision and lend his charisma to this exciting endeavour.â€
Shah Rukh Khan added, “Star India’s legacy of using television as an instrument of social change, and TED’s unequivocal drive to showcase simple but unique ideas in an effort to spark debate and conversation are a very powerful combination. I believe ‘TED Talks India-NayiSoch’ will inspire many minds across India. It is a concept I connected with instantly, as I believe that the media is perhaps the single most powerful vehicle to inspire change. I am looking forward to working with TED and Star India, and truly hope that together, we are able to inspire young minds across India and the world.â€
“It’s incredibly exciting to be bringing TED to India in this form,â€Â said TED curator Chris Anderson. “The country is teeming with imagination and innovation, and we believe this series will tap into that spirit and bring insight and inspiration to many new minds. We’ve been so impressed by the passion of our partners at Star TV and our host Shah Rukh Khan. We cannot wait for the launch.â€
Juliet Blake, head of TV at TED and executive producer of the series, added, “The sheer size of Star TV’s audience, with more than 650 million viewers, makes this a significant milestone in TED’s ongoing effort to bring big ideas to curious minds. Global television is opening up a new frontier for TED.â€
Star India has always believed in disruptively powering social change through the power of its content to influence and impact people’s lives and thinking. Continuing with this journey ‘TED Talks India: NayiSoch’ will take forward Star’s commitment of creating social impact with Nayi Sochin India. Inspiring a billion imaginations is much more than a tag line, it’s a promise Star India delivers every day in ways that break away from the conventional, spark national debate and help shape the new India.
App-driven transport platform Uber has teamed up with the upcoming Shah Rukh Khan film ‘Raees’ on spreading its drunken driving message. This is part of its #DontDrinkAndDrive campaign, that is supported by Bars against Drunk Driving (BADD) and the SaveLIFE Foundation.
Aimed at encouraging people to opt for alternate modes of transportation and commute while reveling in the season’s festivities, Uber will be collaborating with Bars Against Drunk Driving (BADD), includes over 250 bars and several fine-dining restaurants across the country, to ensure patrons to keep the roads safe by avoiding drunk driving.
“Through our #DontDrinkAndDrive campaign, we want to urge people to refrain from taking over the wheel when they are under the influence of alcohol. We believe this will contribute towards making the roads safer. We want to encourage people to make the right choices when they have alternative transportation options that are not just affordable but easily accessible. In the coming days, we will be working with the local administration and hundreds of bars and restaurants in the country to ensure that our customers can enjoy the season’s festivities without endangering their or anyone else’s safety and comfort,†said Shweta Rajpal Kohli, ‎Head, Public Policy, Uber India.
UFO Digital Cinema, Excel Entertainment and Red Chillies Entertainment are set to bring in the trailer of Raees to the theatres in a unique manner. One of the widely talked about films of SRK has commenced its campaign where the actor recently released a special video that was shot as a build up to the trailer of the film. This brief video has SRK in his character Raees, who has announced the release date of the trailer which is set to release on December 7.
Commenting on the new initiative, Sanjay Gaikwad, Founder and Managing Director, UFO Moviez said: “As India’s largest digital cinema distribution network and in-cinema advertising platform, UFO Moviez takes pleasure in pioneering the interactive digital promotional genre with our latest initiative ‘Curtain Raiser’. ‘Curtain Raiser’ empowers a brand to interact live with audience’ across our network of over 5000 screens… We believe that brands have always known the power of the 40 feet screen, the original screen and the true home of Impact i.e. the cinema screen and with innovations like ‘Curtain Raiser’ they will capitalise on this opportunity to build an emotional connect with their audience.â€
