MxMIndia

Tag: Shankar Nath

  • Company to invest Rs 50 crores in the new TVC campaign to be launched across media vehicles

    Paytm’s new campaign aims to boost brand messaging

    By A Correspondent

     

    Paytm has announced the launch of their new  TVC highlighting Paytm wallet’s multiple use cases to further strengthen its core messaging ‘Paytm Karo’. The focus of the campaign is to showcase Paytm wallet as an alternate currency leading the way to a cashless nation.

     

    The new campaign showcases the range of categories that Paytm users can make payments in an effortless manner in seconds. It showcases the power of the app to send money to relatives, make offline payments for fuel and groceries etc, book movie tickets or pay for utilities like electricity bills.

     

    Paytm will be spending a sum of INR 50 crores to execute the campaign. Through a combination of emotion and humor, the ad also highlights the QR Code scan feature of the mobile app and reflects the adoption of Paytm across various age groups. Conceptualized by McCann, the 360 degree initiative is set to integrate TV, Print, Radio and a digital mix of social media – Twitter, Facebook and Youtube.

     

    On the launch of the TV Commercial, Shankar Nath, Sr. Vice President – Paytm said, “We are extremely thrilled to roll out this TVC which focuses on increasing the ‘brand love & adoption’ for Paytm, and also aims at establishing a stronger connect with our users. With this TVC, we aim to highlight the range of categories and functionalities that Paytm brings to our users and how they can leverage it in their daily life. At the same time, we have maintained the core proposition of brand warmth in our communication and music has played a very important role to deliver this message.”

     

  • This is the first time a sponsorship deal for the BCCI has been concluded by a media agency

    Maxus & GroupM ESP win BCCI cricket home series sponsorship rights for PayTM

    By A Correspondent

     

    Media agency Maxus, with GroupM ESP, has won the sponsorship rights for PayTM, for all home cricket series to be played from September 2015 to October 2019. The bids were opened by the BCCI in New Delhi yesterday and announced immediately. The deal is valued at Rs 203.28 crores for 84 matches for the four-year period.

    This is the first time a sponsorship deal for the BCCI has been concluded by a media agency.

     

    Kartik Sharma

    Kartik Sharma, Managing Director, Maxus South Asia said, “We are extremely happy for partnering with PayTM, and helping them win the BCCI rights. Until now cricket has been dominated by other mature categories and this is the first time an e-commerce brand will be using the platform to connect and engage with its consumer base.”

     

    Shankar Nath, Senior VP commented: “We are delighted at becoming the Title Sponsor for all BCCI India cricket for the next four years. We firmly believe the partnership with cricket in India will help establish us even more as the dominant mobile commerce company in the country. As a growing brand which has big plans for a billion strong Indians there is no platform better than cricket in India.”

     

  • Multi Screen Media, the official broadcaster of the Indian Premier League, is likely to make about Rs 1,000 crore from on-air sponsors and spot advertising this year, riding an ecommerce wave

    MSM to rake in Rs 1000 crore from IPL ads as e-commerce players join party

    By Ravi Teja Sharma & Ratna Bhushan

     

    If all goes according to script, Multi Screen Media, the official broadcaster of the Indian Premier League, is poised to make about Rs 1,000 crore from on-air sponsors and spot advertising this year, riding an ecommerce wave, say media planners and industry watchers. About 25% of the revenue will come from e-commerce companies, said Rohit Gupta, president of MSM, though he did not confirm the total amount that the broadcaster is likely to make.

     

    Spending by online retailers made up for 10-12% of MSM’s revenue of Rs 800 crore during last year’s IPL. Flush with cash raised at mind boggling valuations, e-commerce companies that will be seen on air this time include Amazon, Paytm, Magicbricks and CarDekho as sponsors while CarTrade, Snapdeal and Freecharge have taken television spots during matches.

     

    MSM has signed up 12 sponsors including Vodafone, Hero MotoCorp, Intex Mobiles, PepsiCo and Vimal Pan Masala, selling close to 95% of its inventory before the eighth edition of the tournament started on Wednesday. These sponsors have taken over 50% of the inventory while the rest has been sold as spots to other advertisers.

     

    “In the last couple of years, a lot of e-commerce companies have raised funds. Their target is quick consumer acquisition for which they are trying to use cricket as a platform to get quicker reach,” said Nandini Dias, chief executive officer at media agency Lodestar UM. IPL’s viewership has grown from about 160 million in the fourth edition in 2011 to 191 million last year.

     

    “There is no better platform than IPL to reach out to the Indian masses,” said Manisha Rana, head of marketing at property portal Magicbricks.com, which will launch the second phase of its new campaign that started in February. The new campaign is set around IPL matches and this time is in a shorter 15-second avatar.

     

    Media planners say e-commerce companies have almost doubled their spending this year. Amazon is one of the presenting sponsors this year after having been an associate sponsor last year. It gets 210 seconds of advertising time per match compared with an associate sponsor’s 100 to 120 seconds. “Amazon would have doubled their outlay as well as inventory this year,” said a media planner, not wanting to be identified.

     

    In a recent report, media investment company GroupM said that it expects e-commerce to lead advertising spends in 2015, though it currently has a much smaller base than other categories. A report by Assocham and Deloitte says e-commerce will cross $16 billion worth of business by the end of 2015.

     

    LK Gupta, chief marketing officer at Girnar Soft, the owner of CarDekho.com, said the momentum has been building up for the ecommerce sector for the past three to four years as it gets ready to explode into a mass category. “There is a watershed period when a category has to achieve scale. For e-commerce, that comes from Internet connectivity, mobile phone adoption, openness of the mass public to buy and search stuff online. That tipping point was crossed last year,” he said. “Cricket is a huge property to go behind because it gives you national scale in one go.”

     

    The Ratan Tata-funded company CarDekho will launch the second phase of its “Mr I Know” campaign during the IPL.

     

    Shankar Nath, senior vice president at Alibaba-backed Paytm, said the company plans to step up brand recall and salience for Paytm through cricket. The company is investing in IPL as an associate sponsor with the official broadcaster, for which it has planned a new campaign, and also is in a tie-up with Mumbai Indians as official partner.

     

    Gupta of MSM said youth, which is the big category and a target group for e-commerce companies, come in big numbers around the IPL. Apart from finding space on television, several e-commerce companies have tied up with IPL teams. Food ordering app TinyOwl has signed up with Mumbai Indians as its official food ordering app. Harshvardhan Mandad, CEO of TinyOwl, said the company will launch its first big marketing campaign through the IPL.

     

    Mobile taxi-hailing app developer Uber has tied up with Kolkata Knight Riders as the official local transport partner, Foodpanda is the shirt and kit sponsor with Sun Risers Hyderabad while Shopclues is the e-commerce partner of MS Dhoni-captained Chennai Super Kings.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish