General Motors reviews its creative business

Cadbury Dairy Milk: How sweet!

By Devina Joshi, afaqs!, Mumbai, March 22, 2011 Section: News Category: Advertising

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In yet another attempt to create an occasion for the consumption of Cadbury Dairy Milk, Ogilvy India has crafted communication that propagates the brand as a preferred option for dessert.

Cadbury Dairy Milk has found yet another occasion to provide consumers with a reason to consume their chocolates - dessert time - when the palate craves for something sweet after a sumptuous dinner.

As is tradition, in most Indian households, something 'meetha' or sweet is offered as dessert after the evening meal. In a commercial for the dairy milk chocolate, Ogilvy India has used this insight to increase consumption of the chocolate in homes, as opposed to impulse purchases only, which seems to be the current trend.

"The objective of the commercial is to tell people to have Cadbury Dairy Milk as a post-dinner 'meetha', and enhance the sweet family bonding moments. Having 'meetha' is a practice in most Indian homes," says a Cadbury India spokesperson.

The new communication is primarily directed towards homemakers/mothers as they usually make purchases for their homes. Dinner-times are when the homemaker/mother gets to spend quality time with her family.

"Having a 'meetha' post dinner not only enhances everyone's mood, but also helps extend the time the mother gets to spend with her family," the Cadbury spokesperson adds. And, since Cadbury Dairy Milk stands for 'collective happiness', being a chocolate to be 'shared', dinner-time was selected as the ideal setting when the entire family sits together. It is a good occasion to share the 'meetha'.

The press, radio, outdoor, digital media, and on-ground activities in malls will support the television commercial, as well.

Abhijit Avasthi, national creative director, Ogilvy India, clarifies here that the 'Shubh Aarambh' premise which was conceived in July 2010, will continue to be the thematic route for the brand, while the dinner commercial is more of a strategic one, aimed at increasing home consumption.

"Through this ad, we portray how a Cadbury Dairy Milk chocolate can be a part of one's fun moments with family, and stimulate dinner table conversations in a joyous manner," he says. "Since people usually tend to ask 'meethe mein kya hai' after dinner (what's for dessert?), Cadbury Dairy Milk presents itself as the answer," adds Avasthi.

This led to the evolution of its existing tagline 'Kuch Meetha Ho Jaaye' to 'Meethe Mein Kuch Meetha Ho Jaaye'.

Sweet Spot?

While the execution is found endearing by many in the ad fraternity, the commercial generates a whole host of reactions.

Anirban Chaudhuri, senior vice-president, strategic planning, Dentsu Communications, feels that Cadbury's idea to foray into the Indian consumer's mind as an exciting alternative to traditional sweets, has been an interesting one. The 'Kuch Meetha Ho Jaaye' premise was devised years ago with that intent, and Cadbury has consistently identified occasions to bring home the point, be it celebrations following India's victory in a cricket match, or Pappu finally passing his exams. "The attempt has been to target culturally potent sweet spots," he says.

Chaudhuri adds that 'desserts after dinner' is one of those 'sweet spots' that Cadbury's been eyeing for long. "The brand tried launching special dessert flavours in the past, but failed to evoke much response. Now, Cadbury India probably wants to place the 'tried and tasted' dairy milk chocolate, to push forward that occasion. It's a tough challenge," he says.

As far as the communication itself goes, Chaudhuri is of the opinion that the commercial falls short of making a compelling enough point to switch to Cadbury Dairy Milk, and lands up becoming a rather sweet exchange of emotions between the 'dadi' (grandmother) and the child.

Madhu Noorani, chief creative planner, Lowe Lintas, loves the use of the insight of how the whole family looks forward to meetha after dinner. Having said that, she feels the execution is too overdone and laboured.

"Daughters-in-law or mothers do not behave like that. The dialogues are just a wee bit staged; some of it is too pat. It could have been a much more charming advertisement," she shrugs.

Noorani, who has worked on Cadbury years ago, adds from her experience. "I know that this will do well, because the insight is so strong. Yet, how much it will make Cadbury Dairy Milk chocolates a real after-dinner-sweet option, I'm not sure."

While Noorani feels this communication is likely to generally push Cadbury Dairy Milk's stand for the 'meetha' thought, she doubts if the dinner table can really serve as another important occasion for its consumption.

"Isn't the ice-cream in your freezer a better option? Chocolates are one-off purchases, and frankly, a tub of ice-cream is probably what is large enough to share," she muses.

M&E industry registers 11 per cent growth in 2010: FICCI-KPMG

By afaqs! news bureau, afaqs!, Mumbai, March 21, 2011 Section: News Category: Media

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Advertising spends amounted to Rs 266 billion, registering a growth of 17 per cent, and accounted for 41 per cent of the overall industry size in 2010.

The Indian Media & Entertainment (M&E) industry has registered an 11 per cent growth in 2010 over 2009, to currently become a Rs 652 billion worth industry.

According to the latest FICCI-KPMG report, advertising spends amounted to Rs 266 billion, registering a growth of 17 per cent, and accounted for 41 per cent of the overall industry size.

Television saw a tremendous increase in the net DTH subscriber base, totalling 28 million at the end of 2010.

Backed by growth in advertising and subscription revenues, the television industry (then pegged at Rs 257 billion) grew by 15.5 per cent in 2010, wherein the growth in television advertising was 17 per cent. The television advertising market in 2010 stood at approximately Rs 88 billion.

The overall television industry is expected to grow at a CAGR of 16 per cent, to touch Rs 630 billion by 2015.

Television households are expected to surge to 156 million by 2015, while digitisation and addressability will go mainstream. Advertising and subscription revenues are expected to touch Rs 214 billion and Rs 416 billion, respectively. Television is expected to account for almost half of the Indian M&E industry revenues, and more than twice the size of print, the second largest media sector.

Contrary to most other markets globally that continue to witness an erosion of the print media industry, the sector in India witnessed a growth of 10 per cent in 2010, and is expected to continue to grow at a similar pace over the next five years and touch Rs 310 billion. Regional print is expected to grow at a higher rate of 12 per cent.

The study further notes that with increase in scale, expected changes in regulation from Phase III, and the music royalty structure, the radio industry is expected to grow at 20 per cent per annum, and become profitable. The industry, which stood at Rs 8 billion, saw a 24 per cent growth in 2010.

As far as the film industry is concerned, 2010 was a challenging year for the trade. However, with better content, increase in multiplexes, investment in research, and continued cost corrections, the industry is estimated to grow from Rs 83 billion, to Rs 132 billion by 2015.

With economic resurgence, the out-of-home industry advertising bounced back with a growth of 21 per cent in 2010, and is expected to reach a size of Rs 29.6 billion in 2015.

The growth in digital advertising, pegged at Rs 8 billion in 2009, was 33 per cent in 2010.

Overall, the industry is estimated to achieve a growth rate of 13 per cent in 2011, backed primarily by a positive industry sentiment and growing media consumption.

The overall industry is expected to witness a 14 per cent CAGR growth, thereby touching Rs 1,275 billion by 2015.

The report will be formally announced at the inaugural session of FICCI FRAMES 2011 on March 23, 2011.

Tags: KPMG, FICCI, Media, entertainment, television, radio, print, OOH

Tata in list of top 50 brands

By BS Reporter, Business Standard, Mumbai, March 22, 2011 Section: News Category: Advertising

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Finally, Ratan Tata has enough reasons to smile. The $68-billion conglomerate, Tata Group, has become the first Indian brand to figure in the top 50 global companies. Reliance Industries, however, slipped to 133 from 108 with a brand value of $ 6.99 billion.

But the Tatas and Reliance were not the only companies among the top 500. Seven other Indian names that find mention are ICICI Bank, State Bank of India, Bharat Petroelum, Infosys, Indian Oil, Bharti Airtel and Wipro. Of the lot, ICICI and BPCL went down, while SBI and Infosys climbed up the rankings, while Indian Oil, Bharti Airtel and Wipro were new entrants.

3G's maiden run leaves users stranded

A fluctuating 3G network is a common complaint from consumers who are early adopters of the service.

Hemant Sutar of Chembur had been waiting to activate 3G service on his iPhone. He hoped to use his phone as a modem and power his iPad with 3G speeds. This Vodafone 3G customer from Mumbai had signed up for the operator's service on a trial basis to experience faster, smarter and better speeds. But what he received was not what he had expected. As soon as he activated his 3G connection, his 2G network failed and for the next few hours he could not make calls.

The customer care section, duly informed him that the operators were still facing technical difficulties. "After that, I had 3G network for only two hours. Later, that too, disappeared. I was told there was no 3G network in Chembur area, where I live and work," he says.

A fluctuating 3G network is a common complaint from consumers who are early adopters of the service. Users say their new 3G network keeps shifting back to 2G network, mostly in the middle when they are downloading or uploading a video. For the time period that networks shift from 3G to 2G, customers are unable to make calls as well.

The companies are defensive. Vodafone Essar said they had not heard any such complaints. "If there are any such cases, these are mere aberrations and we expect it to get sorted soon," the company said. Bharti Airtel did not respond to a query on network issues.

"About six out of 10 times, when I try to surf the network it keeps saying 'network error'. The speeds are much better in the night. When I am at home in the night, I would rather surf on my laptop from the landline connection," says Snehal Vaidya, another 3G user from Mumbai.

Rahul Kamath enjoys the ultra fast 3G speeds which are 10 times than that of his 2G GRPS plan. But, this Airtel consumer is still on the free trial period till the end of March

and is undecided about shifting to 3G. "It is very expensive," he says. The fluctuating network is frustrating as well. "Sometimes a video gets uploaded in a matter of minutes, sometimes it would just not upload. The customer care always has a standard answer, 'we are updating our servers'," laments Kamath.

And 3G service is not living up to its most luring promise - entertainment while on the go. On the contrary, customers in Mumbai says the 3G network doesn't work while travelling in the trains. "The advertisements say that 3G users need not miss matches and watch TV on mobile. But once we get on to the train, there are no traces of network, neither 2G nor 3G," says yet another frustrated subscriber.

Experts say these issues will be the deciding factors before customers start using a premium service like 3G. "Even in a metro like Delhi, the 3G signals are weak. Consumers are unable to enjoy the high-speed internet on the move. Quality coverage is not available across the city. Roaming is a main concern for 3G users. Operators should invest more in infrastructure to ensure quality of services," says Baburajan K, Chief Editor, telecomlead.com.

eBay India expects 50-60% growth this year

Ecommerce firm eBay expects its Indian business to grow 50-60 percent in the next 12 months as users become more comfortable with making purchases online.

Kashyap Vadapalli, director (categories & business development), eBay India, told reporters here that the online commerce space in India was booming with tremendous growth in the number of consumers and sellers moving online.

The Indian ecommerce market in 2010 was worth Rs 30,000-32,000 crore, of which travel and holiday bookings accounted for 80-90 percent and the rest came from products and services (numbering around 2,500-3,000). He said the market was expanding four times every three years.

While 15 million shopped online last year, those buying products were only 2-3 million, he said. Within the products category, mobile phones and accessories and memory devices were seeing big business, the last product being bigger online than in the physical market. He expected the number of products sold online to double in the next 12-18 months to 6 million.

eBay has a market-leading 45 percent share in the Indian ecommerce space, he said. It has 13,000 merchants selling on its platform, and expects this number to grow 50 percent this year. It has 1 million live listings on its site now, and would double this number in a year.

It gets 3 million visitors a month, and 80 percent of its sales are from fixed-price products while the rest are from auctions. Each buyer on its site makes 3-4 repeat purchases in a year, he said.

The company is in a heavy acquisition mode now and sees effective targeting and getting repeat purchases as important. Its mobile platform launched recently specialises in offering comparative prices in a convenient way, and hopes to see growth in mobile segment as 3G penetration picks up.

Fevicol: Glue magic has newlyweds in a fix

The adhesive brand, popular for its interesting campaigns, has returned with the story of a newly wed couple.

Launched in 1959, Fevicol was the easy-to-use white glue, introduced by Pidilite, mainly for carpenters. However, over the years, Pidilite took the brand further ahead by introducing variants. The adhesive brand, Fevicol, soon became a household name, thanks to its interesting campaigns - Bob Christo wrestling with a chair made of Fevicol, a politician who is glued to his chair, a hen that lays unbreakable eggs, an overloaded bus, a joint family that refuses to fall apart, and many more. This time, Pidilite has returned with yet another new campaign for Fevicol.

Conceptualised by Ogilvy India, the creative agency that has been working on the brand ever since its inception, the television commercial, titled Cyclist, is about a newly married couple travelling in a jeep. A cyclist riding directly behind the jeep interrupts the private moments between the groom and his bashful bride. The groom speeds away and directs his attention back to his bride - but, the cyclist returns, trailing behind the jeep.

No matter how hard he tries, the groom is unable to shake off the cyclist. In the end, the secret behind the cyclist's persistence is revealed - the jeep is shown loaded with Fevicol cans.

Speaking to afaqs!, Vishal Malhan, chief, marketing, Fevicol division, Pidilite Industries, says, "The new campaign once again strengthens the 'strong bond' factor in a humorous and uncanny way, going with the tradition set by Fevicol over the years. It's a challenge to tell a story of bonding through Fevicol, but our creative agency, Ogilvy, manages to break the clutter through interesting concepts and execution every time."

Commenting on the concept, Piyush Pandey, executive chairperson and creative director, South Asia, Ogilvy India, says, "It's not very easy to make a Fevicol TVC, but we have always managed to do a good job. The new TVC is another fabulous piece of work and I am very proud of it. I enjoyed writing the song for the TVC, and had a wonderful time watching the final film."

The creative team for the TVC includes Piyush Pandey, who has also written the lyrics for the background song, and Abhijit Awasthi, national creative director. The servicing

team includes Vivek Verma and Ramanathan Sridhar. Prasoon Pandey of Corcoise Films has directed the film.

Apart from television, Pidilite will launch below-the-line (BTL) activities, especially for carpenters. The company had also initiated the Champion Club eight years ago, targetting people in the construction industry. Currently, there are 357 such clubs functional in 122 cities across the country, with 46,500 members.

Does it adhere to past experience?

While most of the campaigns of Fevicol are still remembered for their concept, the catch phrases are also equally popular, including memorable ones such as 'Dum Laga Kar Haisya, Zor Laga Kar Haisya', 'Fevicol ka Majboot Jod Hai, Tootega Nahi', and 'Pakade Rehna, Chhodana Nahi'. So, has the new TVC been successful in bringing back the past experience?

For Sailesh Wadhwa, group planning director, strategic planning, Bates 141, the TVC is quite an entertaining take on the hinterland's version of 'Honey, let's go for a drive' sentiment, something always expected from Fevicol's brand of advertising.

Wadhwa adds, "So, if the task was to build recall or buzz, the TVC does the job, with its hummable 'Maina' number and expressive cast. However, it is anyone's guess whether it builds on the 'glue magic' created by 'Chutki Mein Chipkaye' or 'Egg and Hen' TVCs. The comparison is inevitable and it always would be an uphill task to live up to the signature magic of Fevicol's brand of advertising."

According to Satbir Singh, chief creative officer, Euro RSCG, it's a charming little film. Singh says, "The casting is top rate. The insecure guy is funny. The woman's appropriately coquettish. Usually, long-standing campaigns suffer from diminishing returns. The agency and client, in this case, have been successfully refreshing the idea over the years. Like with most long standing campaigns, people will have their personal favourites - but, isn't that lovely?"

Café Coffee Day experiments with Foursquare

The company intends to use 4sq to build loyalty and get repeat visitors.

What is Foursquare.com (4SQ)?

It is a location-based social media tool, game, application or service, which enables users to broadcast their geographical location. Users can add tips, comments, photos and key in additional information regarding the venue, whenever he publishes his location update via

Foursquare.

Members can access the 4SQ service and update their location by visiting the website or through mobile devices. The user can download (a phone-specific feature) the 4SQ mobile application from its website. The application will use the GPS facility of the phone to update the user's location.

Users can also integrate their Foursquare account with their Facebook and Twitter accounts.

4SQ Terms:

1. Check-In: When a user updates his location on Foursquare, it is called Check-In.

2. Mayor: A mayor is the user with the most number of check-ins at a specific place within the past 60 days. Only one check-in per day at one place gets counted for Mayorship.

Café Coffee Day (CCD), which is already active on prominent social media sites such as Twitter and Facebook, is now trying to leverage the location-based social media application/site called Foursquare.com (4sq).

The company has created its presence at Foursquare.com/cafecoffeeday and intends to use it to build loyalty and get repeat visitors. CCD will offer special discounts to 4sq users who visit any CCD outlet and update/announce the same via 4sq.

To earn discounts, the 4sq user - who has downloaded the Foursquare.com application on his smartphone - will be required to log in and open the 4sq application on his smartphone when he visits the CCD outlet. Once opened, the user will see a list of places/locations (including CCD outlets), accessed via the GPS facility of the smartphone.

The user can click on the CCD outlet/location (where the user is present) to get more details such as 'Consumer tips' and 'Mayor' about the outlet. Apart from that, a button titled 'Check-in here' will be shown (on the phone screen), which the user can click to update and publish his location on the social media site.

Upon pressing the check-in button, CCD will serve a message titled 'Special' and provide a mobile coupon (discount) code on the user's phone. The user will be required to show the code to CCD's outlet manager to earn and obtain the discount.

To begin with, special discount offers will be available for users in Bengaluru. "Posters will be put up across CCD outlets to create awareness about usage of 4sq and special offers for 4sq users in Bengaluru," says Vineet Gupta, managing partner, 22feet, the digital agency, which has conceptualised and is managing CCD'S 4sq presence. Later, the 4sq related offers will be extended to all 1,080 CCD outlets in India.

Other than special discount offers, 4sq users can write and submit their tips about the products and services offered by CCD outlets. "On 4sq, we will not only reward fans and followers, but also allow them to update and share tips/information with their friends across networks," says K Ramakrishnan, president, marketing, Café Coffee Day in conversation with afaqs!.

Ramakrishnan adds, "So far, we have used social media as an effective listening and communication tool to interact with our consumers. 4sq, being a location-based social medium, will not only facilitate us to communicate, but also help us to induce action in terms of visits to our cafes."

Some other brands, which have started experimenting with 4sq are Yum Yum Tree (a Delhi-based restaurant), Blue Frog (a Mumbai-based restaurant), Inorbit Mall, and Shoppers Stop.

Yum Yum Tree has created its presence on Foursquare and invites visitors to come to the restaurant and get a free round of draught beer. Blue Frog also offers discounts to 4sq users. Inorbit runs 4sq-based contests across its stores in Mumbai and Hyderabad. It rewards repeat visitors (especially 'Mayors') to its locations with gift vouchers. Shoppers Stop has created an interesting Facebook-Foursquare application called Mayors@ShoppersStop (Apps.facebook.com/mayorsatshoppersstop/mayors.php), which helps a Facebook user to locate Shoppers Stop stores and its 4sq Mayors in various parts of India.

It is important to note that 4sq is still in its nascent stage in India. It is estimated that less than one lakh users are active on 4sq in the country.

IRS 2010, Q4: Hindustan grabs the No. 2 position from Dainik Bhaskar

The newspaper has added more than a crore total readers in the last three years.

Hindustan has finally made it to the No. 2 position, having added more than 20 lakh readers this time, as per IRS 2010, Q4. The Hindi daily now claims a total readership of 3.52 crore, which is 12 lakh more than Dainik Bhaskar. Hindustan had been slowly

inching closer to Dainik Bhaskar for the last few quarters and in the last quarter, the gap between the two had narrowed down to only 6.6 lakh readers. The newspaper has added more than a crore readers in the last three years.

Despite losing its No. 2 position, Dainik Bhaskar has retained its growth spree in the current quarter. The Hindi daily has added 1.81 lakh readers in Q4, 2010 to take its total readership to 3.4 crore. It had added 80,000 total readers in the last quarter, as well. In the previous two quarters (Q1 and Q2, 2010), it had added about 7 lakh readers, almost making up for the loss of 8.7 lakh readers in the two rounds of IRS 2009.

Dainik Jagran, meanwhile, continues to hold the No. 1 rank and also maintains its wide gap with the nearest competitor. It's still 1.9 crore readers ahead of Hindustan, the No. 2 daily. However, in the current quarter, the country's largest daily has lost about 2 lakh readers, with its total readership declining marginally to 5.45 crore from 5.47 crore. The newspaper had gained 5.39 lakh readers in Q3, 2010, while it had lost about 70,000 readers in Q2, 2010.

At No. 4, Amar Ujala has lost a marginal 1.25 lakh readers and its total readership is down from 2.97 crore to 2.96 crore. The newspaper has launched an NCR edition last month, the results of which are expected to reflect in the subsequent quarters of IRS. In the last one year, the newspaper has gained 8.93 lakh readers.

The Marathi daily, Lokmat, continues to be at the No. 5 position, which it had gained from Daily Thanthi in R1, 2009. The leading Marathi daily has added one lakh readers in the current quarter and close to 5 lakh readers since Q1, 2010. Its total readership in Q4, 2010 is 2.38 crore.

At No. 6, the country's largest Tamil daily, Daily Thanthi, has lost more than 3.5 lakh readers. In the previous quarter, too, the daily had lost 1.5 lakh readers. The newspaper now claims a total readership of 2.01 crore.

Daily Thanthi's arch rival and the No. 2 Tamil daily, Dinakaran, has yet again lost readers, though it has managed to retain the No. 7 spot amongst dailies in the country. It

has lost 72,000 readers in the current quarter, while it had lost 3.71 lakh readers in Q3, 2010. Its total readership in Q4, 2010 stands at 1.65 crore and it has lost close to 2 lakh readers since Q1, 2010.

Eenadu, the No. 1 Telugu daily, which had moved up by one position to No. 8 in the last quarter, has lost 2.9 lakh total readers in Q4, 2010. The newspaper claims a total readership of 1.48 crore, which is 43,000 more than its total readership in Q1, 2011.

Rajasthan Patrika has also lost about 93,000 readers in Q4, 2010, taking its total readership to 1.46 crore. The newspaper, which moved up to No. 9 position in the current quarter, has gained about 4.35 lakh readers since Q1, 2010.

The No. 1 Bengali daily, Anandabazar Patrika, which has lost two positions in the last two quarters, is at No. 10. The daily has lost 8.21 lakh readers in the last one year. It has recorded a loss of 4.7 lakh readers in the current quarter, very similar to last quarter's situation, when it had lost an equal number of readers.

The Times of India, India's No. 1 English daily, continues to be at No. 11 with a total readership of 1.38 crore. It had gained 1.14 lakh readers in Q3, 2010, while in the current quarter, it has added 2.04 lakh readers.

Vodafone 3G: Super Zoozoo to save the day

To announce the launch of its 3G service, Vodafone has created a new character borrowed straight from the movies called Super Zoozoo. The idea is to put forth the fact that Vodafone's 3G service is faster, smarter, and better than the others.

Vodafone's 3G offering is here, and the 'Zoozoo world' yet again serves as the backdrop for the brand's communication.

According to Anuradha Aggarwal, vice-president, marketing, Vodafone Essar, the task this time, in keeping with Vodafone's usual strategy, is to primarily keep it simple. In this case, it implies to ensure that the consumer doesn't feel overwhelmed with the technology aspects of 3G and the jargon therein. Secondly, it aims to communicate that Vodafone's 3G service is 'faster, smarter and better'.

"We are among the largest 3G players globally, and Vodafone 3G's 'dream come true' kind of experience is what we hope to put forth before subscribers," Aggarwal says.

The Zoozoos, Vodafone's faithful characters, continue to play messenger in this scheme of things. Vodafone's agency, Ogilvy India, therefore came up with a new Zoozoo story, this time with the creation of a superhero-like character - the Super Zoozoo.

Spiderman Meets Rajinikanth

The task is to get people to try 3G. "This is not just a competitive battle, but a battle to grow the pie," clarifies Aggarwal of Vodafone.

According to Rajiv Rao, national creative director, Ogilvy India, the whole idea is to give a sense of a superior network and service, without getting too technical, and Vodafone's two-year-old communication device - the Zoozoo - seemed perfect to bring this out. "Frankly, when one talks of 3G, one thinks of a service that is faster, more powerful and something that makes every task look easy. We instantly thought of a superhero angle - and thus, the Super Zoozoo was born," says Rao.

Clichés from Indian movies (particularly, those featuring actor Rajinikanth), and Hollywood movies such as Spiderman and Superman, were borrowed to showcase how Super Zoozoo can do incredible things. As the story is so 'filmy', Ogilvy chanced upon the thought of making the communication look and feel like a trailer.

Four teasers were launched on Facebook, inviting people to guess what happens next, in order to arouse curiosity. This was followed by the 60-second revealer (a special preview was given to Facebook contest winners who gave the most interesting interpretations of the teasers, before the revealer went on television) that disclosed the identity of the Super Zoozoo.

As the commercials target those who have been waiting for 3G and probably have a rough idea of what it entails, this ad wasn't made too information-heavy. However, subsequent ads featuring the Super Zoozoo will highlight some of the key service aspects of 3G, and what they spell out for consumers.

The media mix includes television, print, outdoor, 3G experience zones in Vodafone stores, and digital activities. As the advertising was first launched on social media platforms such as Facebook, Vodafone received responses from more than 1.2 million Facebook users, thereby ensuring awareness. There were also homepage takeovers on sites such as Yahoo!, and banner launches on YouTube. Ads on YouTube resulted in 15,000 hits in the first three-four days of its launch.

Superhero Zoozoo? Well...

The commercial is largely well received by the ad fraternity. Santosh Padhi, co-founder and chief creative officer, TapRoot India, says this is a good way to use a property such as the Zoozoos, but the challenge lies in doing it in a relevant and interesting way.

According to him, the teasers were really good, but the revealer is a bit below his expectations. "Vodafone ads are generally true to life, humane and simple, be it the Zoozoo films, the boy-girl films, or the Irrfan Khan ads. This one goes over the top and is 'Bollywoodish', and hence, not Vodafone in tonality," shrugs Padhi.

Further, he feels Vodafone's idea to put across the brand as a saviour is in the social message territory, which happens to belong to Idea Cellular in the same category. "Why would a brand such as Vodafone go in for something that looks so much like an Idea ad?" he questions. But, Padhi likes the sequences such as the gym one, where the exaggeration is cute and not particularly saviour-like.

Amer Jaleel, national creative director, Lowe Lintas India, is of the opinion that the 3G aspect has been captured in an endearing manner by Vodafone and Ogilvy. "The last time I saw the Zoozoos, I was beginning to wonder if they were being overused. But, this time, the take on them is different and fresh," he remarks. However, he feels that it is still not 'fantastic' or 'the most interesting take on 3G'.

According to Jaleel, the tonality in this ad has more edge than the previous Zoozoo communication. "It is a newer feel for the Zoozoos, but I'm not sure it is a newer feel for the 3G service, if you know what I mean," he shrugs. "Overall, the communication is entertaining and nice, but the stature of 3G deserves a far fresher feel," says Jaleel.

adidas brings it on for cricketers with its new campaign

The new 'Bring It On' campaign celebrates athletes and their indomitable spirit; the brand has increased its ad and marketing spends by 30-35 per cent.

adidas, a brand that has used cricket in its communication since 1998, has rolled out a new ad campaign - and with it, a fresh tagline. While it generated buzz with its 'Pure Cricket' campaign last year, this year, the brand has put together communication that conveys the message 'Bring It On', through cricketers from across the globe. The players in the campaign are Sachin Tendulkar, Virender Sehwag, Kieron Pollard, Lasith Mallinga, and Dwayne Bravo.

The 'Pure Cricket' campaign broken last year, focussed on the attitude, grit, irreverence and passion of cricketers, and the intensity they bring to their game. It featured upcoming cricket stars such as Sandeep Sharma, Gaurav Jathar and Sahil Kukreja, and how they overcome day-to-day obstacles while on the job. The current 'Bring It On' campaign carries forward the same thought, albeit with established cricketers.

Tushar Goculdas, director, marketing and sales, adidas India, tells afaqs! that the brand has increased its ad and marketing spends by 30-35 per cent, this time. Adding more clarity on the brand's overall stand, he says, "While the brand's attitude still remains 'Impossible is Nothing, 'Bring It On' is the campaign thought."

The current campaign retains the brand's core target group, that is, youngsters in the age group of 14-19 years. However, this time, it encourages the next generation to 'Bring It On'. The campaign seeks to inspire athletes and remind them of the significance of hard work, focus and self-confidence required in sports. The communication attempts to present doubts, insecurities and fear that cloud the minds of even the greatest athletes, and how they overcome these by honing their abilities.

The creative credit for the campaign goes to TBWA India, and the media AoR (agency of record) is Carat.

A two-minute film, featuring all five cricketers has been broken on the brand's Facebook page, www.facebook.com/adidascricket, and will be aired on television, shortly. Besides this, there are four other TVCs, one of which has been released on television. The film features Tendulkar, who is seen sweating it out in different ways. Uzer Khan has directed the films.

Of Insights and Inspiration

The campaign rides on the insight that wearing one's country crest while on the field is a dream, but has its share of challenges, particularly, the competing teams that pry into one another's weaknesses, the expectations of critics and fans, physical injuries, and the dreaded reality of 'loss of form'. 'Bring It On' tries to capture the essence of this struggle, and tells us how great players rise to the occasion in the face of doubt.

According to Shiv Sethuraman , chief executive officer, TBWA India, adidas is 'the athlete's brand', with a unique perspective. "While most other brands look at cricket from the outside, adidas does so from the inside," he says. The 'Bring It On' campaign, he continues, is out to leverage this very perspective by portraying the athletes in a new light. "The campaign demonstrates the players' passion that enables them to triumph over doubts, fears, criticisms and expectations," adds Sethuraman.

Another insight used is that the career and ability of a cricketer is shaped by what happens off the pitch (for instance, training sessions and personal targets), rather than on it. This campaign is thus about the players' self-belief and determination.

Goculdas adds that the campaign draws on insights gathered by the team through conversations with cricketers.

"As an authentic sports brand, we understand the mind of an athlete, and the hurdles athletes deal with," says Goculdas, adding, "In our constant endeavour to inspire and create strong emotional engagements with consumers, this campaign explores the challenges and fears these great players face and the journeys they take to overcome them. The insight is conveyed using our fantastic portfolio of top cricketers from across the world."

While the campaign is being launched across various media channels, the digital medium will be one of the key drivers.

adidas Gets a Tad Aggressive

All said and done, the brand has been perceived as somewhat subtle in terms of its presence on the advertising circuit, as compared to other brands in its space, such as Nike and Reebok. Will the 'Bring It On' repositioning campaign serve to give adidas some much-needed aggression?

Indranil Das Blah, chief operating officer, KWAN Entertainment and Marketing Solutions, is of the opinion that this has a lot to do with ad slotting. "It is a fabulous campaign of international quality. If this doesn't create buzz in the sports apparel market, then I don't know what will," he opines, adding, nonetheless, "While the fresh statement the brand is making with this campaign is pretty aggressive, its real impact is a function of where these ads are placed. The thought is great. Now, let's wait and watch how the brand utilises this buzz."

This, Blah adds, depends on how much adidas is willing to spend on appropriate and adequate slotting of this campaign. Given that the campaign has broken after the initial World Cup matches, it sure looks like the ad spends are steep.

"Since the interest of the viewers in the game increases after the first few games, slots get more expensive from the quarter finals onwards, as compared to those at the start of the tournament," says Blah. He goes on to comment on how, given these facts, the timing of the campaign is apt.

Goculdas sums up, "Over the last two-and-a-half years, four or five sports seasons have come and gone, and adidas has been doing visible ad campaigns all through. This time, the tone of the campaign is such that it looks aggressive and achievement-oriented."

Tata Photon opens the window of emotions

By Anushree Bhattacharyya, afaqs!, New Delhi, March 18, 2011 Section: News Category: Advertising

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High on idea, but doubts on execution -- Tata Photon is trying to occupy the emotional space in the consumer's mind through an idea which is based on the insights the agency had gathered by observing its own people.

Tata Photon is trying to occupy the emotional space in the consumer's mind in its latest ad campaign, after establishing its functional benefits in the previous two.

The launch campaign was very functional - I carry speed, while the second campaign -- Live TV on the go - re-emphasised its product superiority.

Created by Contract Advertising, the television commercial, titled Windows, showcases how working professionals can save that little extra time and spend it with their near and dear ones.

Interestingly, the agency derived this insight, not through any planned research, but by a simple task - observing its own staff and people working in a few other organisations, too. It observed how people tend to behave in their day-to-day life - right from the CEO of a company, to an office boy.

Juju Basu, vice-president and senior creative director, Contract Advertising, says, "Whether you're a 10-year-old in school, or a CEO on a mission, time is getting scarcer for each one and having it has become a sign of wealth."

Basu further adds, "This is what Tata Photon's campaign is about - the 'windows of time' that pop up in the day as a result of finishing things with a faster internet connection. Our commercial has people discovering these windows in their regular days and finding in them things to do that are otherwise not possible every day."

Shashank Pore, head, brand communications and VAS, Tata Teleservices, claims that for the past two years, it had been a great journey with brand Tata Photon in a highly competitive scenario. "The emotional route was adapted to connect better with the customers in a relevant and engaging way," says Pore.

The television commercial will be supported by an extensive outdoor campaign across the country.

Winning Over Time?

Industry professionals give full marks to the concept, terming it as a fresh and clutter-breaking thought, especially in an environment where every second player is talking just about speed. However, they also raised their doubts on the execution.

Budi Dwisantara Sutisna aka Didi, executive director, planning, JWT, says, "There's nothing wrong with the strategy of winning time to enjoy every day with the help of greater speed. Vodafone UK has done some great work on the premise of time and how mobile internet allows one to enjoy the good bits of the day. However, in execution, the idea has fallen short of becoming interesting. The mnemonic device deserved some great crafting to make this film more than just correct."

Sambit Mohanty, executive creative director, creative services and design, Bates 141, says, "At first glance, I thought here goes another ad for Sony Bravia. But, I like the fact

that Tata Photon has a fresh take in a category obsessed with capturing speed literally. It's executed quite nicely and the jingle stays with you."

IRS 2010 Q4: The TOI and Hindustan Times emerge as biggest gainers

By Sumantha Rathore, afaqs!, New Delhi, March 15, 2011 Section: News Category: Media Publishing

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Among the top 10 English dailies in the country, The Times of India has gained the maximum readership and Hindustan Times has the highest growth rate.

The latest quarter of IRS has spelled good news for The Times of India. The No.1 English daily has recorded a total readership (TR) of 1.37 crore -- an addition of 2.04 lakh readers, as per IRS 2010 Q4. In the last one year, the English daily has added 3.39 lakh readers, making it the biggest gainer amongst the English language dailies. Between Q1, and Q4, the newspaper has increased its total readership by 2.5 per cent. The TOI, which is aggressively expanding its territory, should see a sizeable increase in readership in the subsequent IRS surveys.

Hindustan Times (HT), the second largest English daily of the country is still half of TOI, with total readership of 64.57 lakh. HT has added 1.24 lakh readers in the current round and 2.03 lakh readers in a span of one year, registering a growth of 1.9 per cent and 3.2 per cent, respectively.

The South-based English daily, The Hindu, which is facing tough competition in its home ground Chennai and Tamil Nadu, has maintained its readership in the last one year. It has, in fact, added 28,000 new total readers - a growth of 0.54 per cent. However, in the current quarter, the English daily has lost marginal readership of 39,000 -- a de-growth of 0.75 per cent in this quarter.

Constant at No. 4, is ABP Group's The Telegraph with total readership of 28.82 lakh -- a decline of 22,000 readers, as opposed to last time's 29.04 lakh readership. The daily has grown at 0.76 per cent in the latest quarter.

The No. 5 position is taken up by another South-based newspaper, Deccan Chronicle. The daily has recorded TR of 26.81 lakh as against last quarter's 27.07 lakh. The newspaper, despite launching the Coimbatore edition in December last year, has lost 1.35 lakh readers since Q1, 2010.

At No. 6 is another TOI's business daily, The Economic Times, with TR of 17.79 lakh. Though the pink paper has added only 8,000 readers this time, it has added around a lakh readers since Q1, 2010.

Climbing one step up at No.7 is DNA. The daily has recorded a growth of 1.5 per cent this time and has TR of 15.55 lakh. It has also added 97,000 readers in the span of one year, and had 14.58 lakh readership in Q1, 2010.

Pushed at No. 8 is The New Indian Express. The daily has registered the biggest de-growth of 4.65 per cent this time. The daily has lost 74,000 readers in the latest quarter.

Sitting firmly at No. 9 spot is the tabloid by the the TOI Group, Mumbai Mirror since Q3, 2010 after displacing another tabloid Mid-Day from the position. Despite the fact that it has not been de-throned from its position since then, the daily has lost marginal readership of 4,000 in the latest quarter.

The No. 10 spot is taken up by Mid-Day, the afternooner. The daily is the second biggest loser in terms of percentage and has registered a de-growth of 2.92 this time. It has lost 1.27 lakh readers since Q1, 2010.

Tags: English dailies, IRS 2010 Q4

Has Maggi finally got competition?

By Anushree Bhattacharyya, afaqs!, New Delhi, March 07, 2011 Section: News Category: Marketing

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2010 saw a sudden spurt in this instant noodles category with two major FMCG players, GSK and ITC venturing in. Besides, existing competitors are also trying for a rebound.

Circa 1982. All it took was two minutes to woo the hungry souls. The country had just been introduced to a revolutionary product, which took over hundreds of households by their hunger pangs, offering them an instant solution. Maggi Instant Noodles had entered the kitchens of India, the first one of its kind to do so. It was not only a new brand, but also a new food product for many Indians. It's been 28 years since then, and Indian consumers have continued to be loyal to the brand.

The reason is because Maggi has not had much competition. Even though it has been nearly three decades, the brand did not face any serious competition. Instead, in all these years, Maggi has grown exponentially to become a generic brand, and has single-handedly taken the instant noodles category from being almost non-existent, to a Rs 1,200 crore one, of which it currently has, as per industry estimates, a 70 per cent share, approximately.

The only competition Maggi had until now was from the Japan-based Nissin Group's Top Ramen, and the Nepal based CG Foods' Wai-Wai Noodles.

Wai-Wai, till recently, was restricted to the eastern market of West Bengal and Sikkim, where it controlled 70 per cent of the market. Its strategy was to first build-up the distribution network, which it successfully did - the brand was available on the shelves of super stores, as much as in the local Kirana stores. It was then that they started building the brand.

Top Ramen, on the other hand, was aggressive in its marketing - it even roped in Shah Rukh Khan as the brand ambassador, but failed to get its distribution network in place. The brand had entered into a distribution tie-up with Marico, the owners of Saffola and Parachute.

However, the year 2010 saw a sudden spurt in this category.

Wai-Wai is now working towards a national presence. The company, which had manufacturing units in Assam and Sikkim, recently set up a new plant in Rudrapur, in Uttaranchal, and is also looking at acquiring a FMCG company in the South/ West.

Top Ramen also has moved to set up its own distribution network, besides hiring a new agency Dentsu, to give it a fresh marketing push. The brand plans to launch itself with a new look and a new taste.

And...

Two major FMCG players, GSK and ITC, decided to venture into the market, almost 20 years after Nissin Group's Top Ramen had decided to try its luck. GSK launched Foodles, while ITC launched Sunfeast Yippee. Unilever, too, tried to create some competition with Knorr Soupy Noodles.

Instant Gains

One reason why we see a spurt in this category is that it is still growing at the rate of 23 per cent. Prashant Pandey, general manager - marketing, GSK, says, "While it is true that consumers, both in the urban and semi-urban markets are aware of instant noodles, the markets in the hinterland and interiors are yet to be tapped. This provides a huge scope for growth. The category is yet to penetrate deeper into the deepest regions of this country," he says.

The other reason that experts attribute to the growth is that the profit margins in the instant noodles category are very high. This was a lucrative proposition for companies such as GSK and ITC, which were looking to diversify into other categories.

It is because of Maggi that instant noodles have become a part of the food habit of Indian homes. Maggi has moved from being a 7 pm-snack, to being a part of breakfast, lunch, and dinner, of the average Indian household. Says Sunil Alagh, chairman, SKA Advisors, "It is all thanks to Nestle, which has done the initial and crucial job of establishing the instant noodles category in the consumer's mindset."

According to Alagh the market is ripe. "It's the perfect time for newer players to enter the category. They just need to launch a good tasty product, and work on its distribution," says Alagh.

Tasting Times

How well will the new brands be received? Brand consultant Ramanujam Sridhar, says, "The new entrants will perform well in areas where the brand equity of the parent company, or the brand itself is very high. For example, the Horlicks brand is very strong

in the Tamil Nadu market, and there are chances that Foodles will do well in this market where it was first launched."

Industry observers like independent consultant Cajetan Vaz and Prateek Srivastava, president, South, Ogilvy India (he was in-charge of Sunfeast Yippee campaign), feel that while there will be a place for many players in a growing category, the new entrants will have to find a differentiating factor, and build the concept through advertising and marketing.

However, the new players still have a long way to go, especially when MAGGI continues to innovate itself with new product variations, be it Maggi Vegetable Atta Noodles, Maggi Vegetable Multigrainz Noodles, or several other variants.

Tags: Nestle, Maggi, ITC, Sunfeast Yippee, GlaxoSmithKline, Horlicks Foodles, Indo Nissin, Top Ramen, CG Foods, Wai-Wai, Sunil Alagh, SKA Advisors, Ramanujam Sridhar, Brand Comm, Cajetan Vaz, MNVV Prasad, Prashant Pandey, GSK, Prateek Srivastava, Ogilvy India, Dentsu Communications, MaricoMajor stories over the last 30 days

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© 2011 afaqs!

Comments (23)

From Vidushi Goyal, Tue 15 Mar 2011 07:54:48 PM We can see a lot of players entering the instant noodle category at present which is being considered a treat to Maggi's share in the market. Maggi is an established brand with more than 2 decades of marketing and building on its consumer base so stealing away a significant part of Maggi's share in the market will require a lot of time, good marketing and efficient distribution channel and above all a consistent approach that will take time and cannot be done in about a week. Most of the consumers in this category are innovators and like to try new variants available but stick to their habits and favorites that is Maggi. So changing their default instant noodle eating option will take time. Also what Maggi requires to do at present to counter the increasing competition in addition to coming out with new and tastier products is, increase consumer loyalty by rolling out consumer connect programs similar to "Maggi Story" campaign. this is view of the already huge base of consumers which are Maggi lovers but are equally open to new options. Maggi needs to retain its consumer base by either looking into what its consumers want more or connecting and reinforcing their relationship with them.

From Divya, Sun 13 Mar 2011 08:18:42 AM I don't think so our very own 2 minutes noodle is facing any competition.. it will keep ruling Indian market as well as our heartssss in years to come.

From CHETNA GARG, Fri 11 Mar 2011 10:34:03 AM While Maggi has indeed got many competitors now who have the requisite taste & health benefits, we can look forward to a very fast growth of the noodles market in the near future, with the big players brands trying to take distribution to the next level and tap the rural markets.

From L N Mandhana, Thu 10 Mar 2011 10:27:10 PM Good Read !!

From Manoj Trivedi, Thu 10 Mar 2011 10:56:39 AM Smith and Jones Masala Noodles Tadka marke is really turning the tables on them in our market Bihar and UP. Smith and Jones would already b maybe 60% market share here.

From Mukesh Jain, Thu 10 Mar 2011 10:55:11 AM @Amruta it actually isnt about Maggi taste but any competitor will compete against 1000cr of advertising done over 25 years. Actually any food recipe is possible to reverse engineer to perfection in days n there is no patent or copyright on that. The challenge is breaking thru as a brand and on distribution

From Bhupendra Joshi, Wed 09 Mar 2011 01:49:54 PM Perfectly Ok Amruta. as of now, no any other noodle brands can compete interms of taste except one or two. And as far as the taste is concerned, even three yrs old child knows Maggi. So if any brand wants to jump into the noodle War - they have to enter with a concrete Marketing strategy as well as Distribution network.

From Amruta Tekade, Wed 09 Mar 2011 09:48:48 AM Well the real test for all the other noodle brands would be to create an equivalent of Maggi Taste Maker. Since this taste is something that cannot be replaced easily.

From Abhijeet Tariyal, Tue 08 Mar 2011 10:25:22 PM Maggi has become a generic Brand in Indian mkt, it's omnipresent coz of wide distribution channel and has a first mover advantage in category. Moreover it is widely consumed among the various age groups; kids/adult/old age people--only because of the proposition 2 minutes Noodles (fast to Cook, Good to Eat) established earlier in the category. Now many brands are ready to share the category with Maggi and would be successful if they have good differentiation strategy. For Instance, Foodles-Straight Noodles with Added Vitamins and Minerals; Yippee-Round Noddles with Masala variant; Smith & Jones-Tadka Noodles...Brand Maggi is nurtured well and still innovating by adding varities time to time--Maggi Vegetable Atta Noodles, Maggi Vegetable, Maggi Curry Masala, Multigrainz Noodles etc. New entrants have to highly focus on their Distribution, Pricing and MarCom

From Kishan Mirajkar Rao, Tue 08 Mar 2011 08:34:05 PM Yes I think there are many competitors for Maggi now a days, its been 28 yrs for Maggi in Indian market, in there was no such product in market to give a healthy competition to Maggi, Now there are noodles like Knorr soupy noodles of HUL which is seen almost in every shop & Modern Trade stores & has a better range in soups as well, Yippee Noodles of ITC & Foodles by GSK…

Now customers have options to go for their favorite product & the best & innovative brand will rule the market…

From Aiba Varughese, Tue 08 Mar 2011 07:24:55 PM Maggie is a word used for noodles (like xerox for photostat, etc.) .But Yipee has brought abt a small product differentiation by adding in their taste makers (dried up veg), this was earlier found only with cup noodles.Small differences like this would help the different noodle brand to stay in the minds of the market.

From mujaddid hussain, Tue 08 Mar 2011 05:40:55 PM Right from the days Maggi conducted Maggi Quiz (school connect programs), maggi has always remained the most prefered snacks. Masala variant being the most loved... Although Maggi has come up with variations - but non has been able to come up to the level of Maggi Masala... and thats where Sunfeat Yippee is bringing in the differentiation... I have tasted almost all the instant noodles in the market, and never enjoyed any like maggi masala... till I tried Yippee Magic Masala... which is awsome...a real serious competiton to Maggi. Magic Masala will turn the tables - as non of the earlier competition every had a distribution network like ITCs... Time for Maggi to take note of innovative taste offerings...

From Gopinath, Tue 08 Mar 2011 12:57:05 PM Another insight into Noodles is that, all of them are made of Maida and it is not so great on nutrition part of it. Whole wheat can not be used for Noodles because it makes them brittle. So people claiming that they are "whole wheat" and "atta" noodles is so wrong. Somebody has to invent whole wheat noodles. It is not so easy.

From Sagar, Tue 08 Mar 2011 12:35:36 PM @Shania: To draw a parallel, I would take a brand name which has become generic for the category itself - BIsleri; even though the brand is used interchangeably with the category (mineral water), but competition has managed to establish itself (that includes even very small players), and it doesn't really matter to the consumer, which bottle is given to him on asking for a bisleri.The reason might be that the category is in itself a low involvement category, and the brand (Bisleri) actually didn't make any effort to differentiate itself from the competitionNow the strategy here by Nestle has been to create as much as differentiation as possible (they have tried to ladder to brand to over the category benefits with "me and my maggi campaign".

This surely has all the making of a great marketing case study two years down the line... as some 1 said .. may the best noodle win :)

From Srikant Maharana, Tue 08 Mar 2011 12:30:48 PM It will take much time and efforts (in terms of Ads and Distribution) for any other brand to eat away the market share. The most important thing is to create trust among consumers in the initial stage.

From Awanijesh Karan, Tue 08 Mar 2011 01:20:26 AM It is going to be tough to beat Maggi for any of brands going to enter Indian market so soonbut then there are new breed of youths going to start with any of coming brands and gradually we will see Maggi wont be able to retain business so firm as remaining firm with a fixed share of business for any brand is going to be difficult, such situation will change and in another couple of years we will find that each of ones will have their own firmness in retaining business, choice and taste is matter of acceptance and due to fresh emergent consumers , there are possibilities that few more brands will be able to eat away with their own share of business, situation is driving out to western market gradually.Things are going to change soon and each one will drive to their own brands , it does not matter variants but it matters who is liking what?We are coming close to western market where one brand goes to another brand and another brand goes to another brand and market is for every one but no monopoly!!!!!!!

From RAHULL SINGH, Mon 07 Mar 2011 08:19:05 PM Maggi is ruling the consumer culture.No matter how you penetrate the market, to rule the Maggi minds is not an easy game.

From Shania, Mon 07 Mar 2011 05:25:33 PM Most interestingly, when at the little kirana store close to my office I asked the dukandaar if he had Maggi, he said 'yes'. He nonchalantly said 'Maggi Noodles toh hai, lekin yeh waala' pointing at Yippee Noodles! Two ways to look at this (and just a heads up to whoever is listening)- Maggi Noodles is so big that it has achieved the 'generic' status in the category, hell, till recently it was 'the category' - On the other hand, under the Maggi brand/category name, other noodle brands are going to be able to get their products off the shelves faster. May the best noodle cook!

From Anshul Sharma, Mon 07 Mar 2011 03:28:52 PM Shocking that the author has not even mentioned Ching's secret... which has garnered a significant share of instant noodles market...

From Abhinav Trivedi, Mon 07 Mar 2011 02:39:16 PM No mater what. maggi has been an integral part of Indian growth story. Its not easy to compete with the same. To compete new players shud target new markets and people not using the brand maggi.

From Shravan, Mon 07 Mar 2011 02:22:19 PM I think they do. I have often used Foodles and Knorr Soupy Noodles offlate instead of maggi. In fact I am no longer hugnup on or loyal to maggi. The other options are equal or better. :)

From Sirius Sam, Mon 07 Mar 2011 01:27:31 PM Tasty, cooks in 2+ minutes, only requires hot water... what's not to like about instant noodles... if the pricing is right - it could become part of rural India's staple diet :D

Now that's an exciting prospect! Thanx afaqs! for the insights.

From virag shah, Mon 07 Mar 2011 12:07:16 PM Yes, many brands are available as substitute brands against maggi. And it is increasing day by day. So, it will get much and very healthy competition.

Lifebuoy Hand Sanitizer takes up hand hygiene at malls

By Nandana Das, afaqs!, New Delhi, March 18, 2011 Section: News Category: OOH News

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Lifebuoy has set up automatic hand sanitizer dispensers across various malls in Mumbai, including Oberoi Mall, Infinity Mall, R Mall, Mega Mall and Atria Mall.

Lifebuoy Hand Sanitizer, a product from Hindustan Unilever, which was launched in the Indian market in March 2010, has launched an on-ground activity to connect with its consumers and to drive the importance of hand sanitizers as an anywhere, anytime hand hygiene solution.

The campaign, called Haath Dhoya Kya, started in the first week of March, and will continue for a few weeks.

The activity is being carried out across various malls in Mumbai, including Oberoi Mall, Infinity Mall, R Mall, Mega Mall and Atria Mall, and has been designed by Deal2Deal Solutions, a media communications agency that specialises in making connections between consumers and brands.

Lifebuoy has set up automatic sanitizer dispensers across various malls, especially at different positions in the food courts. Automatic dispensers are being created, attached to standees which are specially designed for the convenience of the customers. One just needs to place the hands below the machine and the machine will dispense a sufficient quantity of hand sanitizer on the palm.

The aim of the activity is to provide service to the consumer at the right place, and at the same time, give them a real-time experience of the product.

The target audience of the activity are those people who want to maintain hygiene and be healthy - no matter where they go. A small bottle of Lifebuoy Hand Sanitizer can always be kept handy to avoid any kind of infection and germ-borne diseases.

A large number of consumers, especially children, who visit the malls regularly with their families and eat at the fast food outlets, often forget to wash their hands before they eat. Lifebuoy is providing convenient and effective hand sanitization solutions at these points.

Talking about the response received for the activity, Ruhi Prabhakar, business head, Deal2Deal Solutions, says, "We have received a very good response from the visitors of the malls. People have put positive responses in the feedback machines, especially concerned mothers, who are always worried about the health of their kids."

After Mumbai, Lifebuoy intends to extend the campaign to various malls in Delhi and Bengaluru.

MTS takes a step ahead with new tagline

By Nandana Das, afaqs!, New Delhi, March 16, 2011 Section: News Category: Advertising

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MTS is targetting the next generation consumers with the new tagline, 'A Step Ahead'.

Sistema Shyam TeleServices (SSTL), which deals in telecommunication services under the brand name MTS, has unveiled a new identity designed to further establish the brand MTS, targetting the next generation consumers with the new tagline, 'A Step Ahead'.

The re-branding and repositioning comes on the eve of MTS crossing the 10-million subscriber mark in India since its Indian launch in March, 2009.

"When MTS was first launched in India, the aim was to consolidate its position in the country. The idea was to drive the business. But now, as we see a sign of consistency, we took the decision to go ahead," says Amitesh Rao, director, brand and media, MTS.

MTS has incorporated the new tagline, 'A Step Ahead,' in the same red box as its logo. The symbol of a white egg with the word MTS is still there. Earlier, it used to be two red boxes side-by-side, with a white egg symbol in one, and the word MTS in the next one. The white egg symbolises simplicity and genius. In a bid to fit the new tagline, the egg, and the MTS logo, the size of the red rectangle has been slightly stretched.

In 2006, MTS changed its logo as part of a re-branding campaign carried out by its parent company JSFC Sistema. In 2010, MTS announced the acquisition of Sistema Telecom, owners of the MTS egg logo, thus becoming the sole owner of its logo.

Says Rao about the new positioning, "There has been a repositioning of the brand as a whole. Our aim is to target the next generation youth who are much advanced digitally."

MTS is to be more consumer-centric with the new positioning, with the aim to give satisfaction to its customers.

"All this comes with the passion for discovery, the freedom to choose, and the confidence to follow a new path. It is for this generation, which refuses to step back, and has an incredible appetite to take risks. Our belief system is the way we think, we work," Rao adds.

MTS will also have extensive communication-centric activities. They will be launching a new integrated and disruptive brand communication programme, including a new television commercial. Above-the-line (ATL) communication will also be backed by digital activities, and a range of on-ground initiatives across all key markets, especially across malls and colleges in the country.

For the record, MTS's creative duties are being handled by Rediffusion Y&R. Its media duties are handled by Media Planning Group (MPG) India, the media-buying arm of Havas Media.

Introducing Quora.com: The new social media site

By Kapil Ohri, afaqs!, New Delhi, February 08, 2011 Section: News Category: Digital

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Quora.com, a fusion of question and answer website and social networking, is being touted as the hottest web company these days, globally.

A new social media website, Quora.com, is gaining attention these days. Consistently in the news in the international media circuit since the last few months, it has been featured in prominent newspapers such as Wall Street Journal and The New York Times, and digital media blogs such as TheNextWeb.com and TechCrunch.com.

Many digital media addicts, including prominent internet entrepreneurs across the globe, have already started experimenting with and using Quora.com. Some of them are Dennis Crowley, co-founder, Foursquare.com (Quora.com/Dennis-Crowley-1), Evan Williams, co-founder, Twitter (Quora.com/Evan-Williams), and Steve Case, co-founder, AOL (Quora.com/Steve-Case-1).

Even Mark Read, strategy director and chief executive officer, WPP Digital has joined the site (Quora.com/Mark-Read).

Interestingly, Quora.com is labelled as the next hottest web start-up after Facebook and Twitter. The site is already sitting on venture funding of about Rs 50 crore, which it obtained from the investment firm, Benchmark Capital , in March 2010. Benchmark Capital is also an investor in Twitter.com and Zimbra.com.

Quora.com, which is yet to prove its worth, has been recently valued at about $300 million, claims Om Malik, founder of digital media blog GigaOM.com, in a blog post on GigaOM.

What is Quora.com?

It is basically a user-generated question and answer (Q&A) website with social networking features. Started by Adam D'Angelo (ex-chief technology officer of Facebook) and Charlie Cheever (former head of engineering, Facebook Platform and Facebook Connect) in the US, the site was soft launched in 2009 and opened up for the general public in July 2010.

Quora.com is currently based on the invitation model. To browse and ask questions on the site, the user will be required to get an invite from any existing Quora user before he/she can register and create a profile on it.

Once registered, the user can start participating in questions and answers, which are classified under various 'topics'. For instance, there are topics such as Market Research (Quora.com/Market-Research), Luxury Brands (Quora.com/Luxury-Brands) and Tata Docomo (Quora.com/Tata-Docomo). Users can post their questions on existing topics, or can create a new topic.

They can follow/subscribe to topics and individual questions (posted under a topic). This implies that questions and answers from subscribed topics will appear on the homepage of the user.

Apart from posting questions and answers, users are also enabled to vote answers 'up' and 'down'. Answers are sorted in descending order, based on the number of votes received.

Quora.com has a moderation team, which has laid down strict guidelines and policies for asking questions and writing answers. The team weeds out or vetoes the content that does not follow the site guidelines.

Social 'intellectual' graph

Unlike other Q&A (Questions and Answers) sites, Quora.com facilitates its members to create their own network of friends (social graph).

Other than following topics and individual questions, a Quora.com member will be allowed to add/follow other members of the site and create his own network on the site. Thus, questions and answers posted by the 'friends', whom the Quora user is following, will also appear on his/her homepage.

The site also permits its users to register and connect by using their Facebook or Twitter accounts. Members can even import/invite their Facebook and Twitter friends on Quora. When logged in from Facebook or Twitter, the user can share the questions - posted by them on the Q&A site - on Facebook or Twitter.

Members are also authorised to ask or direct their questions to a particular Quora user and send private messages to each other.

The curious gang

According to the audience measurement site Double Click Ad Planner, Quora.com has managed to rope in about 30,000 users in India. The average time spent by users (from India) on this Q&A site is about 12 minutes.

Worldwide, Quora.com has about 4 lakh-registered users, as per the traffic statistics revealed by the site in December 2010.

Interestingly, many Internet users (from India) are searching for the keyword 'Quora' on Google. India is ranked fourth - behind Indonesia, Singapore and the US - amongst the top 10 regions searching for 'Quora' on the search engine, according to Google Trends.

Not open for advertisers

The existence of a dedicated and loyal user base has not enticed the Quora team to open up for monetisation through advertising yet.

In fact, Quora has laid down strong moderation policies to avoid any spam or advertising-related content on the site. In its Guidelines and policies section, Quora.com clearly mentions: 'Questions that would make more sense as classified ads, like job postings or dating ads, aren't allowed on the site right now'.

Also, the site does not permit companies to create their corporate profiles and emphasises that all users of Quora have to sign up as 'individual' and use their full 'real name'.

As per Quora.com guidelines, "Individual users can add content (ask questions or write answers) as representatives of their firms and can state in their answers that they are answering on behalf of the firms (just like news articles with quotes from the public relations department of a company)."

The site also adds, "The rules of the site are that you have to use your full real name on your account. If Quora moderation believes that a user is not using her/his real name, the

user may be asked to provide supporting evidence, including an electronic copy of supporting documentation (driver's license, birth certificate or passport) with personally identifiable information (other than name) removed."

The question of 'qualitative' scalability

Though Quora.com has won positive word-of-mouth and earned the interest of venture investors, various web experts have started raising concerns about its scalability and quality of content.

Many believe that as Quora.com gains in size, the quality of content - touted as its unique selling proposition - could suffer, as is the case with most serious user-generated content portals.

"I just don't believe that Quora will rule or become anything like Facebook or Twitter. It has been a very nice private club, but it's not for the general public," says Vivek Wadhwa, senior research associate, labour and work life programme, Harvard Law School, in his blog post titled 'Why I Don't Buy the Quora Hype', published recently on TechCrunch.com.

Wadhwa adds in the same blog post, "When there are hundreds of answers to a given question by people you have never heard of (often with fictitious names), how will you separate the wheat from the chaff? And, how will you distinguish fact from fiction? You certainly can't trust the rankings of the respondents when these rankings are themselves generated by Quora users."

afaqs! spoke to a few industry experts to find out whether it makes sense for Quora to open its platform to all web users or keep it closed/restricted to limited and serious users to maintain quality of content.

Robert Scoble, managing director, Rackspace Hosting and a blogger at Scobleizer.com, tells afaqs!, "It's a tough choice. I'm more on the side of open because for a Q&A site, to get mass market and to justify its huge valuation needs the involvement of normal people

- not just Steve Case (co-founder of AOL)." Scoble is quite active on Quora and is followed by 18,000 users.

Sanjay Trehan, head, MSN (India), who has also started using the site, says, "The quality of answers will definitely suffer as more people start using Quora.com. However, if they keep Quora closed/restricted, it will defeat the very purpose of co-opting large masses of consumers in content creation."

Trehan further adds, "The key to quality, however, will be the usage and efficiency of filters, both technology and human-based. They have to ensure that the right people comment on and write answers, like in the case of Wikipedia, which has very little filth."

Rajnish R, co-founder, Althea Systems, too, feels the same. Says he, "As long as a Q&A site (for example, Quora) allows the user to log in using his/her Facebook or Twitter account, so that one can see the real identity of the person, and the platform can weed out people giving bad answers or trying to game the platform, it will work fine." Althea Systems runs a social video browser named Shufflr.tv.

Waiting for the answer

The question 'Can Quora.com scale without compromising the quality of content?' will be answered only in the future. Until then, it seems that the site has the potential to create a niche for itself in the social media ecosystem, which lacks a serious, long format, original and credible discussion (text) platform.

Daughter's day out

By Biprorshee Das, afaqs!, Mumbai, March 21, 2011 Section: News Category: Advertising

Share 15

Raising the issue of gender bias and preference towards the male child in Indian families, Mudra North has created a film for the Centre for Social Research, with the help of eunuchs.

Define hypocrisy! In a country where the woman is celebrated and even worshipped, in many Indian homes, the male child is still preferred over the female. It's a sorry state of affairs. And, even more horrific is the issue of female foeticide, which is quite rampant in parts of the country.

Mudra North has raised its voice against the issue. It has created a film for the Centre for Social Research (CSR), a non-governmental organisation based in New Delhi, which is dedicated to creating a violence-free, gender-just society.

The film is somewhat unique, as it has a story that involves eunuchs, who are considered pariahs in Indian society.

The film opens with a man entering a colony of eunuchs. Teased endlessly, he continues to walk further looking for a particular eunuch. On meeting her, he initiates a conversation to remind her that she had visited his home fifteen years ago when his daughter was born and that he had then sent her away empty-handed.

The man takes out a bundle of notes and hands it to the eunuch telling her that it was about time he set things right.

It ends with a voiceover saying that your daughter will make you proud one day, and that you should treat her second to none.

The spot is based on the belief that all a girl needs is a chance, given which, there is little that could stop her from achieving all she wants.

Sudeep Bandopadhyay has directed the film. The creative team at Mudra includes chief creative officer Bobby Pawar, executive creative director Nirmal Pulickal, associate creative director Radhika Kapur, and group head (art) Saurabh Dawar.

The film is being used by CSR for its on-field programmes and has been recognised internationally, as well. The agency also depended a lot on social networking websites to extend the ad's reach.

Why Eunuchs?

The idea of using eunuchs in the film is based on the simple tradition of how eunuchs' visits to people's homes on happy occasions such as the birth of a child is considered auspicious -- a belief laced with irony, considering the marginalised existence of the community in our society.

When eunuchs negotiate the amount of money to be given to them in return for their blessings, it has been often seen that the 'going rate' is lesser when a girl child is born. The team conceived the idea of sending out this message, based on this insight.

Says Pulickal, "At one level, they (eunuchs) are an oddity. However, as a culture, we embrace everything in India. Eunuchs, too, have become a part of the melting pot. They are a part of our rituals and are even considered lucky."

He further adds, "The film grips you that way. You wonder what the man is doing. And, then the twist in the story hits you and you are left smiling. It is real."

According to Bandyopadhyay, shooting with eunuchs sounds scary, but it was surprisingly smooth. "Obviously, we could not shoot in a real colony because of possible violence. So, we found a similar set-up and brought in the gang," says he.

Creative Speak

Kapur tells afaqs! that the idea for the creative was conceived based on a real-life incident. She had once seen a neighbour negotiating with a eunuch who had arrived upon the birth of a child, saying that it was 'only a girl child'.

"It is an issue close to my heart. It is really scary to hear so much about female foeticide, particularly in regions such as Delhi, Punjab and Haryana. Short stories like these help. And, this is a story that every single person can relate to," says Kapur.

Pulickal adds that besides the emotional aspect of the film that is rooted in the Indian insight, he finds a lot of artistic merit in the spot, too.

"Consider eunuchs. There is something very visceral there, and yet, it is interesting. Even if one had to go to such a colony to do still photography, the results would be rather intriguing. I think we have been able to capture that in the film," says Pulickal.

A Few Words of Appreciation

When approached, industry professionals approved of the film, keeping in mind its intent and execution.

Sujit Nair, executive director, Lowe Lintas Mumbai, thinks the film is subtle and effective.

"I think it is a fantastic film. The way the message, an important one, has been conveyed with emotions and simplicity is great. It is subtle and effective, particularly with the metros and Tier I and II city target segments," says Nair.

While he approves of the creative strategy, Nair is also of the view that the execution could be slightly upmarket for a rural audience.

Rahul Jauhari, national creative director, Everest Brand Solutions, is positive in his views.

"I totally support this film. It's a simple thought and it drives home the point beautifully. It takes the issue head on and the argument is compelling. From a purely creative perspective, there is enough in the film to keep you waiting to see what will happen," says Jauhari.

"The casting is apt, and thankfully does not sound or look like a typical 'Public Service Initiative' film," he adds.

Pump up the fun with McDonald's air toys

Section: Other Briefs Category: Marketing Share  

Company BriefNew Delhi, March 21, 2011

Ever thought that household items could be fun as well? With McDonald's launch of new Happy Meal toys, you sure can.

The newest set of toys from McDonald's Happy Meal is the Air Toys comprising of six new air powered toys. The unique functionality of the Air Toys is that they function via air pressure. They are based on household items like table fan, alarm clock, toaster, rice cooker etc.

Pump up these toys and watch them in action.

The range includes:Alarm-bot, Washing Machine-bot, Fan-bot, Popcorn-bot, Toaster-bot, Rice Cooker-bot

So get ready to have loads of fun with the Air Toys available at all McDonald's outlets for a limited period till 24th March 2011.

About McDonald's India: McDonald's™ is the world's leading food service retailer, with more than 30,000 restaurants serving over 50 million customers each day in more than 119 countries. In India, over 2.5 lakh customers visit McDonald's™ family restaurants spread across India every day.

McDonald's has 211 restaurants in India of which 105 are in North & East India and 106 in West & South India.

A French experience with tradition, quality and true taste

Section: Digital Briefs Category: Digital Share  

Company BriefNew Delhi, March 21, 2011

Deliciousnow.com, India's first online gourmet food store brings Lorina premium French lemonades & fruit sodas a click away. With more than a hundred years of expertise using the best ingredients, Lorina is proud to simply provide the best nature can offer.

Lorina is available at Deliciousnow.com in variety of flavours like French berry, Authentic lemonade, Cloudy, Orange, Pink, Pomegranate also Lorina pink and cloudy are available in sugar free flavour as well. The Lorina is free from any food colouring and artificial flavours available in 330 ml and 750 ml sizes.

This sparkling French lemonade is famous for the history of tradition and the quality of the spring water, which

makes it so refreshing. Its natural fruit flavours and juices come from the best regions of the Europe and the syrup is made of the finest mix of pure cane and beet sugar.

Commenting on the Lorina Mr. Adrien De Montalembert, brand spokesperson, Deliciousnow.com says "At Deliciousnow.com we are committed to provide our customers a direct link to a whole other continent of foods and beverages, Lorina is a unique and traditional experience of French culture to Indian taste buds".

For further information, please contact:

7UP will help you keep your cool this summer

Section: TV Briefs Category: Advertising Share  

Company BriefNew Delhi, March 21, 2011

PepsiCo India, the country's leading Food and Beverage Company, today said that it has appointed Bollywood star, Sharman Joshi as the brand ambassador for its 100% natural lemon flavored drink, 7UP. The brand has also roped in renowned film director, Rajkumar Hirani of Munnabhai series and 3 Idiots fame to direct the new on-air campaign around the theme, 'Gussa Hatao, Chill Machao' - a refreshing new mantra from a refreshing lemon drink that promises to cool you down when it matters the most. The

campaign that includes two TVCs is expected to go on-air by the end of March.

Alpana Titus, Category Marketing Director (Flavoured Carbonated Drinks), PepsiCo India Beverages said, "Sharman, with his calm, unruffled and extremely

affable personality is a perfect match to highlight the brand's positioning of a cool, refreshing drink. With Raju Hirani creating his magic with the ad films, we are confident that our consumers will not only enjoy the campaign but also identify with the theme of 'Gussa Hatao, Chill Machao'. We look forward to a great summer season; kick starting with this exciting campaign".

Taking cue from real life moments of sudden provocation, the thematic campaign highlights simple issues of anger management. People often get into heated arguments, squabbles and fights that always seem mindless and silly in retrospect. The TVCs revolve around these instances and Sharman as the new 7UP guy proves to the enraged characters that their anger is misplaced and it is best to douse it with a chilled bottle of 7UP, through a series of witty and offbeat questions!

"I have always enjoyed drinking 7UP; hence I believe that this endorsement was meant to be. I am glad to be a part of this interesting and exciting campaign, which delivers a message I personally believe in as anger leads to nothing but regret. Also, I have to confess that getting an opportunity to work with Raju Sir again was the icing on the cake", said Sharman Joshi.

Director, Rajkumar Hirani, commented "I am very selective about the TVCs I direct, but the scripts that I received for 7UP were very interesting. I saw the scope of adding value to the message, since this campaign is not just about giving gyaan. The thought behind the characters' self realization of stupidity while getting angry is superb".

The first TVC revolves around a man who has been splashed with mud by a speeding truck and gives the truck a chase on his two-wheeler, hell-bent on teaching the driver a lesson. The second film is about a fight that breaks out between two fans of rival soccer teams while they are watching a match. A fight made even more ridiculous by the fact that neither of them has any connection whatsoever with the countries playing! In both TVCs, Sharman appears as the cool voice of reason, diffusing their anger with 7UP.

"Every minute you spend in anger, you lose 60 seconds of cool! With growing instances of mindless flare-ups that we see around us every day, this philosophy is sure to resonate with the youth. We wanted to have a 7UP campaign that has a life beyond its 40 seconds on the TV screen. A philosophy that packs the benefit of the product, yet has some use in our daily lives. Chill Machao is not just a campaign you see, it is a campaign you can live", said Sandipan Bhattacharya, Executive Creative Director, BBDO India.

The on-air campaign will be supported by robust outdoor, online and on-ground activation.

7UP, the refreshing clear drink with 100% natural lemon and lime flavour was created in 1929 and was launched in India in 1990. For the 3 years, 7UP is amongst the fastest growing brands in the carbonated soft drinks category in India. It is available in various pack sizes of 330 ml Can, 250ml Slim Can, 200 ml and 300 ml returnable glass bottles; 500 ml, 600 ml, 1 litre, 2 litre and 2.25 litre PET bottles.

Campaign Details:

• Director for the films : Rajkumar Hirani• Creative Agency : BBDO India • Executive Creative Directors : Josy Paul & Sandipan Bhattacharyya• Media Planning : Mindshare• Language : Hindi / other regional • Duration : 40 seconds

For further information, please contact:

Genesis Burson - MarstellerRadhika ShardaMobile: +919871146087Email: radhika.sharda@bm.com

PlayUp launches 'Scream for Team India' campaign

Section: Other Briefs Category: Marketing Share  

Company BriefMumbai, March 18, 2011

PlayUp, global leader in live and interactive social mobile gaming, has launched India's largest and unique campaign to cheer for Team India called Scream for Team India. The basic premise of the campaign is to gather screams from fans of the Indian Cricket team in support of the Men in Blue for the ICC World Cup 2011. PlayUp is all set to take the cricket excitement in India to the next level as the campaign will actively engage cricket aficionados, who by showing their support for the national cricket team, can get to be a part of a record setting event, which aims to enter the Limca Book of Records.

The Scream for Team India campaign looks to set the record with the most number of screams by a nation in support of team India at the ICC World Cup 2011. It will run on three platforms (online and offline), with a toll-free number to call and register your scream, a micro-site and an outdoor activity where vans will be deployed across major cities like Delhi, Mumbai, Bangalore and many more. Entries can be made at each platform. The campaign will register every entry in order to account for the world record. The campaign activity period is of 45 days, at the end of which, data will be made available for audit. In just 10 days of the launch of the campaign on February 19, 2011, 5000 screams and 3000 videos were recorded.

PlayUp has always come up with innovative products to engage sports enthusiasts and has always been at the forefront, when it comes to creating engaging experiences for fans. Adding on to the continuous innovations in sports and entertainment industry, Scream for TEAM India will be an effort to motivate Team India in winning the World Cup. Interactivity for this campaign is further enhanced with social features that integrate the experience of cheering for Team India with popular social networking platforms.

Besides this, one lucky winner will get a chance to watch an IPL match with PlayUp ambassador Jiah Khan. For the contest, Facebook will be an important part as only those entries which are liked by minimum 11 people will be eligible to be counted for announcing the winner.Commenting on the launch of the campaign, Rajat Kulshrestha, CEO, PlayUP INDIA, said, "The popularity of cricket in India is unprecedented. And with this in mind, we decided to come up with an innovative campaign that will not only engage the cricket enthusiasts, but will also provide them with a platform to cheer for the Men in Blue. Besides making the best use of technology & innovation, by using the digital space in the form of popular social networking platforms, the campaign will surely get a boost as it will further enhance the connect with the sports enthusiasts."

During the ICC World Cup 2011, PlayUp is active with its unique product catalogue PowerUP, Next Wicket and 6UP that has created an exciting & engaging experience for Indian cricket fans watching live sport. The PlayUp products have added a new and thrilling interactive dimension to watching live sports.

For further information, please contact:

Percept ProfileDurgesh GoswamiTel: +91-22-30408800Email: durgesh@perceptprofile.com

Colours – longest rickshaw march

Colours – fastest time to mount a billboard

Future generali – longest ballopon chain

Technology & Innovation makes Shaadi.com lead the list of Top 10 Most Innovative Companies in India

Section: Digital Briefs Category: Digital Share  

Company Brief Mumbai, March 17, 2010

Shaadi.com, the World's Largest Matrimonial Service, has been recognized as the "Most Innovative Company in India of 2011" by Fast Company, USA - one of the world's leading progressive business media brand. Innovation has been the key driver at Shaadi.com through which the company helps people find their right life- partners. The company has been ranked ahead of nine leading Indian companies like Tata Motors, Fab India and Godrej Group. Shaadi.com has been successful globally due to the incessant innovation and user-friendly experience it provides to its members and was ranked "39 Globally Amongst the Top 50 Most Innovative Companies" by Fast Company.

With the aid of Technology, Shaadi.com altered the route of Indian matchmaking and transformed the Indian perception on seeking life-partners online. Shaadi.com has

pioneered the matchmaking industry and has a series of firsts to its credit. The company with the launch of Shaadi.com Centres, offline arm of Shaadi.com, created the concept of "Organized Retail Matchmaking" through which Shaadi.com redefined the reach of matrimonial websites.

Commenting on this recognition, Anupam Mittal, Founder & CEO, Shaadi.com said, "We accept this honor with all humility. Post the global recognition we feel elated to lead the list of Innovating Companies in India. Innovation and customer satisfaction have kept us at the forefront of the matrimony industry and we believe these rankings would make us work even better and will facilitate us to bring in appealing features for our members which would keep them hooked to Shaadi.com."

Right from the concept of finding prospective match online, to enabling various relatives create and manage the Shaadi.com profile of their loved ones, to having Shaadi Seal to verify the genuineness of profiles, Shaadi.com has always been at the forefront of the matchmaking industry through constant innovation. Interesting features like online Chat with marriage prospects on the site, creating a Video profile Shaadi.com has persistently provided trouble-free features which make the partner search experience smooth. With advancement in technology and tech - savvy Indians, Shaadi.com has reached out to every Indian household and touched over 20 million people to help them find the right life partner.

Realizing the importance of Mobility, Shaadi.com recently created a Shaadi.com BlackBerry Application which enables the members to browse through the portal and receive notifications, mails, etc from their Blackberry handheld.

To deliver this Top 10 Indian Innovators list, Fast Company's team analyses information on businesses from India which identify creative models and progressive cultures that exist across the business landscape. Each company in the list exhibits the power and potential of innovative ideas and creative execution.

Some of the awards & accolades received by Shaadi.com in the past are:

Enjoy the festival of colours with Modicare

Section: Other Briefs Category: Marketing Share  

Company BriefNew Delhi, March 17, 2011

Worried about the after effects of the festival of colours… Not anymore. Discover the secret of joy and play a hassle free Holi and leave the rest to Modicare!

To help its customers to enjoy a carefree Holi, Modicare presents its special Holi collection. With Fruit of the Earth Natural Coconut Oil, Salon Hair Oil with conditioners and Essensual 20 Deep Cleansing Scrub enjoy Holi without any worry.

Fruit of the Earth Coconut Oil, 100% natural & pure, processed from the finest of coconuts from the Malabar Coast of Kerala thus retaining the aroma and freshness for a longer period. This special oil is ideal for body massage, keeps the skin protected from the harmful effects of colours and also assists in removing it with ease. (Available in 250ml, MRP: Rs.64)

For all those who like a non greasy protection, Modicare's Salon Hair Oil with Conditioners

containing almond oil and silicon conditioners will act as a shield. It not only protects the hair but also retains the shine, texture and silkiness of Hair. (Available in 100ml, MRP: Rs.158)

Essensual 20 Deep Cleansing Scrub is a gentle exfoliating scrub with anti-bacterial tea tree oil, Calendula, Aloe Vera and Jojoba seeds that lifts off dead cells, pulls out impurities and clears excess sebum without irritating the skin leaving a refreshed and soft feel despite playing with hard colours. (Available in 75 ml, MRP: Rs 190)

Avoid making your skin look dry & flaky after removing the harmful colours from your skin. Use Essensual 20 Nourishing Cream Normal/Dry. (Available in 45ml, MRP: Rs. 595) or Essensual 20 Nourishing Day Gel Cream (Combination/ Oily) to deeply moisturize your skin. (Available in 45ml, MRP: Rs. 550) and keep the skin moisturized and healthy.

The Magic Product - Modicare's Duz All Advanced Multipurpose Cleaner is the all-rounder and an excellent solution for all the stains. This organic cleaner contains coconut oil derivatives, is gentle and skin friendly. It removes all washable colour stains from your skin and clothes with ease! (Available in 250 ml, MRP: Rs.99)

Worried about removing Holi colours from your clothes Modicare has a whole laundry care system in place.

Washmate Prewash Dirt & Stain Remover: Effective pre-treatment formula to take care of your expensive clothes. Powered with five different stain-removing agents and enzymes to bust toughest of stains and to lift dirt easily and effectively. (Available in 250 ml, MRP: Rs.162) Washmate Delicate (Liquid Detergent for Woolen & Delicate fabrics): Unique international formula for gentle and effective washing of cottons, silks, chiffons, sweaters, lingerie etc. at home. Maintains the colour and texture of the fabrics and makes them look new.

(Available in 250 ml, MRP: Rs.99)

Washmate Instant Spray Starch: A unique product that works effectively on dry clothes. It provides body and stiffness to fabric instantly leaving no build-up or patches. Iron glides easily providing good crease formation. The finish of the garments lasts longer and gives clothes crisp and professional look. You just have to spray it while ironing the clothes. Washmate Instant Spray Starch can be used on cottons & terry cottons, polyester, washable rayon & silks. (Available in 250 ml, MRP: Rs 99)

So this year, you can enjoy the festival without worrying about your skin, hair and clothes. Modicare comes up with complete solutions for all your problems and gives you the freedom to play a bashful Holi.

So what are you waiting for, Go Grab them before you get Splashed!

For further information, please contact:

PR PunditManisha ChettriMobile: +919811991388Email: manisha.c@rprpundit.com

Lava launches Lava KKT 35 - The color matcher phone

Section: Digital Briefs Category: Digital Share  

Company BriefNew Delhi, March 16, 2010

Lava mobile comes with an innovative feature with "KKT 35", Do you love to play with colors on your mobile phone? Do you want to have a mobile phone which can pick any color? Lava mobiles (one of the fastest growing Indian telecommunication companies) have come up with an exciting application on the occasion of Holi. KKT 35, hugely popular handset from Lava hosts the application- known as "Color Matcher" which enables the user to pick up any color as background and can put it in home screen as

wallpaper.

Commenting on the launch of this first of its kind handset Mr. Sunil Raina, Chief Marketing Officer, Lava International said, "Lava is always focused to come up

with consumer insight driven innovation. "Color Matcher" is another example of our commitment. We understand that colors are a way of expressing ones personality and attitude. Normally consumer has a limited choice of selecting colors in a phone .With "Color Matcher" now you can pick up any color which excites you." KKT 35 is perfect for color maniacs.

The new wonder comes in a Metallic and super slim body which adds to its exquisite looks. The amazing feature of this handset is that it supports multiple format video players, which enables to play videos- AVI, MP4, and 3GP. The wide screen viewing on 2.4" QVGA TFT, gives immense pleasure while viewing pictures clicked with its digital camera. All such colorful features combined with an affordable price tag make it a winning combo on the occasion of Holi. Features like Dual Sim, Chat style SMS, Mobile tracker, conversation recording, USB Support, web camera, answering machine are bound to be attraction.

It also features excellent powerful 1400mAh battery that would enable the users to talk up to 8-9 hours without a break along with FM radio, games, and 3.5 mm audio jack to bring amazing sound quality. Combining next-generation functionality and reliable performance, this new handset is all bound to attract both young urban youth and even those who are still young at heart too. Availability: All leading mobile retail stores. Price: Rs.3950/-

The Nielsen Company - Pre-load (pre-roll) ads are successful in generating viewer's interest

Section: Other Briefs Category: Corporate Share  

Company Brief New Delhi, March 16, 2011

Pre-load ads—ads served while a site visitor is waiting for a chosen video to load—are successful in generating viewer interest, says a recent survey on the perception of pre-load ads by The Nielsen Company.

The survey conducted from October to December 2010 polled 424 visitors to the publisher sites that Vdopia is partnering with for pre-load ads.

58 percent of respondents recall seeing pre-load ads. 83 percent of respondents who recall seeing pre-load video ads say they have clicked at least once on a pre-load ad and a significant 54 percent of them, more than once. In addition, 78 percent of them say they have replayed a pre-load video ad at least once. Importantly, 69 percent of these

respondents think pre-load video ads are interesting.

"Acceptability of pre-load ads is high among those who recall seeing them and so is their engagement and enjoyment level", says Farshad Family, Managing Director, Nielsen Media - India, adding, "A significant majority (87 percent) of those who recall seeing pre-roll video ads are not averse to watching them."

The survey also reveals heavy internet usage by online video viewers. Entertainment and movie videos were most popular. The hunger for entertainment represents the primary reason for online video viewing. "65 percent of video viewers surveyed browse internet for more than an hour everyday, 45 percent of them spend more than 30 minutes a day on online videos. Consumers are evolving. Consumption of online streaming is growing. What's fascinating is that the Nielsen findings provide all the more reasons for marketers to continue building brand ecosystems around pre-load video ads", says Debadutta Upadhyaya, Vice President-India, Vdopia.

Key findings:

• 58 percent of respondents recall seeing pre-load video ads.• Among respondents who recall seeing pre-load video ads:• 83 percent clicked at least once on a pre-load ad• 54 percent clicked more than once on a pre-load ad• 78 percent have replayed a video ad at least once• 69 percent think video ad is interesting• 87 percent have no aversion to seeing pre-load video ads

• Among online video viewers surveyed:• 65 percent browse internet for more than an hour • 45 percent spend more than 30 minutes on online videos

• Entertainment and movie videos are most popular

For further information, please contact:

Value 360 CommunicationsAshish Kumar SahooMobile: +919958182658Email: ashish@value360india.com

This Summer, indulge in the ultimate Mango experience with Maaza's latest 'Jaldi Kya Hai?' campaign

Section: TV Briefs Category: Advertising Share  

Company BriefNew Delhi, March 15, 2011

Maaza, India's biggest and most favourite juice drink brand, today unveiled its new campaign for the summer of 2011- 'Jaldi kya hain?' The latest communication campaign has been designed to reinforce that Maaza is a drink which needs to be relished at one's own leisurely pace as it is made with utmost love and care, an indulgence that should be savored at one's own time. To deliver the strategic message, an integrated communication program is being rolled out involving a range of consumer engagement channels i.e. Out-of-Home Media, Digital Platforms and Mass Media Advertising.

According to Andriy Avramenko, Vice President - Juice Business, Coca-Cola India, "Maaza's appeal across consumer segments has made it India's largest selling juice drink brand. It has been delighting mango lovers with its superlative mango taste for over three decades. The latest campaign of Maaza talks to the youth of today who are living a fast and rushed life. However, there are things in life which need to be enjoyed at

their own pace, and the latest communication talks about relishing Maaza at a leisurely pace to indulge in the ultimate mango experience. The thought really is to strengthen brand Maaza's strong association with Mango in a very entertaining and engaging manner."

The latest communication 'Jaldi Kya Hain' has been conceptualized by Sainath Saraban, Executive Creative Director, Leo Burnett and Directed by Koushik Sarkar of Apostrophe Films. In addition to leveraging mass media advertising, integrated communication plan includes roll out of a range of initiatives including out-of-home (OOH) media, point of sale merchandise and on- the- ground initiatives across all key markets.

The new communication opens to a busy street corner in a buzzing office area of a town where we see a lot of people rushing around. There is this one young guy who is walking past quickly and he sees a Maaza Visicooler. A magic moment of love happens between the guy and the Maaza fridge. He stops by the Visicooler and takes one bottle of Maaza out of the cooler. Next to him from nowhere a yellow LazyBoy drops from the sky. He sits on it and the lazyboy automatically reclines a bit. A jazz band walks in to the frame. The saxophone player gestures the guy to start drinking his Maaza. Taking a swig and losing himself in the taste of Maaza, the protagonist savours every sip of Maaza.The film ends with the voiceover, Maaza, Jaldi kya hai? (Maaza, What's the Hurry?)

Commenting on the film, Sainath Saraban, Executive Creative Director, Leo Burnett, New Delhi, who also wrote the film, says, "When it comes to savouring a fruit, a mango is the one you'd never rush. Similarly, you never rush a Maaza. Maaza has always been about relishing the delicious mango taste from first sip to the last. Since it is made with

lots of love using the choicest mangoes, it deserves every bit of your undivided attention. Our new campaign is all about asking you to slow down a bit and take the time to enjoy every sip as if it was a precious moment in your life. Jaldi kya hai?"

South African Tourism launches 21 city Outdoor campaign across India

Section: OOH Briefs Category: Advertising Share  

Company BriefNew Delhi, March 15, 2011

South African Tourism has embarked on a widespread national outdoor advertising campaign that invites everyone to Chalo South Africa this summer! Launched across 21 cities, the country beckons the Indian Traveller to make an informed choice and plan before the season creeps up.

Targeted at the travel enthusiast, South African Tourism has chosen to advertise via both billboards and advertising hoardings. To ensure a more precise impact, the board has also selected the unique transit formats of king long buses. Kiosks and other opportunities at selected Big Malls have also been included in the plan. The campaign is a visual delight sporting real-time sights across the rainbow nation that includes its breathtaking beauty, wildlife safaris and shopping! Pictorially the creatives of the 'Chalo South Africa' campaigns reflect the beauty of the rainbow nation touching upon the Big 5 from elephants, lion and flora and fauna on the king long buses. The mass spread outdoor bill-boards are showing off the penguins near the seashore and an opportunity to dine with a giraffe by one's side.

The outdoor campaign has travelled to Tier II cities this year with the objective of reaching out to the masses, where holidays - especially family holidays and honeymoon getaways are a rage today. This includes Pune, Chandigarh, Jallandhar, Ludhiana, Baroda, Surat, Goa, Ahmedabad, Rajkot, Bhopal, Hyderabad, Jaipur, Noida, Cochin, Coimbatore and Indore. Unlike every year, this year metropolitan cities like Mumbai, Delhi, Kolkata, Chennai and Bangalore will experience focussed advertising considering they are key and important markets for South African Tourism.

Commenting on this outdoor campaign activity, Ms Hanneli Slabber, Country Manager - South African Tourism - India, said, "The Indian market emits robust potential. It is growing and therefore is an exciting time for us to plan in customized ways. Like we do year on year, this time SA Tourism has special packages and information that will help the traveller plan depending on his requirement. South Africa is a unique country and its

beauty still lies unexplored. We hope that this outdoor campaign will help reach out to millions of Indian people we hope will decide on that South African trip this year!"

South African Tourism has signed OAP agency, to roll out this aggressive outdoor campaign across the country.

Over 2,00,000 game plays in first 3 weeks

Section: Digital Briefs Category: Marketing Share  

Company BriefMumbai, February 14, 2011

Think you know everything about Bollywood? Put your brain to the test as Parle, India's largest manufacturer of biscuits and confectionery and Bollywood Hungama come together and bring you 'Bollywood Ka Baap', the world's first daily celebrity video quiz. In a short span of three weeks the property has received over 2 lakh game plays, across the website bollywoodhungama.com, its Facebook Container and DailyMotion.com. The property has also been successfully taken on the mobile platform via SMS. In a unique format on mobile and over the internet, Bollywood Hungama brings its users a new Celebrity Quiz Master everyday. Each celebrity will ask a question, related to their film career. With two new questions a day, this has now become an innovative and extremely interactive way to find out your Bollywood knowledge quotient.

'Bollywood Ka Baap' premiered on New Year day on Bollywoodhungama.com. With over 75 quizmasters such as Hrithik Roshan, Kareena Kapoor, Ranbir Kapoor, Priyanka Chopra, Abhishek Bacchan and more, 'Bollywood Ka Baap has thousand and thousands of film fanatics connecting with the stars and putting their knowledge to the test. The quiz on video has two new celebrities ask a question every single day. The quiz has also been integrated via applications on popular social networking website, Facebook. On mobile, it is available for users via SMS at present, and will be available soon via a mobile application called 'Bollywood Ka Baap' With the advent of 3G, users can avail this video quiz across the networks of all mobile service providers. It is also already available on Dailymotion.com, the world's largest independent video sharing website.

The gratification is as exciting as the quiz itself. Users can win film costumes worn by the stars, autographed film merchandise and gifts.

Commenting on this new video quiz format, Siddhartha Roy, COO, Hungama Digital Media said, "Bollywood Hungama reaches out to a vast number of people across the world. We pride ourselves with the fact that we bring the film industry pioneering ways to connect with and engage the audience. With Bollywood Ka Baap, we are not only giving users a chance to test their B-town awareness, but also taking the quiz on

platforms that the audience frequents- Social networks and the mobile platform. The questions in the quiz are determined by celebrities themselves and the video format makes for great visual interactivity."

Commenting on this, Pravin Kulkarni, General Manager, Marketing, Parle said, "Parle is happy to associate with the first ever celebrity daily video quiz. The digital platform is continuously providing us with opportunities to associate with unique and innovative concepts that are exciting for Bollywood fans. The youth of today enjoys new concepts that break the monotony of their regular digital world. It will give us an opportunity to reach out to this highly connected youth of today using this entertaining and innovative platform."

To know more about 'Bollywood Ka Baap', users can click to bollywoodhungama.com or visit the fan pages on Facebook and Orkut.

Idea Cellular to empower the rural segment of Maharashtra, Goa, Gujarat, UP West & AP

Section: Digital Briefs Category: Digital Share  

Company BriefNew Delhi, March 14, 2011

Idea, the pan-India telecom operator and handygo, India's leading provider of VAS solutions, have announced the launch of 'Behtar Zindagi ', latest bouquet of VAS offerings for customers in rural areas of Maharashtra, Goa, Gujarat, UP West and Andhra Pradesh. This innovative product is specially designed to provide day-to-day information to Idea's rural subscribers. The subscribers can get exhaustive and up to the mark information regarding health, education, finance, weather updates, mandi rates, livestocks, agriculture and fisheries.

To use this service Idea subscribers need to dial 556780 (tollfree) and avail the subscription pack at a minimal charge of Rs 30, 15, 7 and 2 for 30, 15, 7 and 1 day, respectively. The service is available in all the respective states regional languages along with Hindi and English.

This unique IVR based rural solution by handygo provides credible and authentic information to the rural subscribers. For latest and reliable updates handygo has partnered with various organizations such as Care India, Aviva Life Insurance, Indian Metrological Department, INCOIS, Hariyali Kisan Bazaar, Network for Fish Quality Management and Sustainable Fishing, Transparency International India, Sonalika, EKO India Financial Services and plethora of other organizations.

On this tie-up, Mr. Praveen Rajpal, CEO, handygo said, "We are contented to partner with one of India's leading mobile operator -Idea Cellular. We envisage great potential in the untapped rural market and are bullish about the stupendous feedback from the end consumers. We have partnered with various large associations for ensuring the latest and authentic information to the mobile subscribers using the service. Our IVR based rural product is available in all the regional languages along with Hindi and English."

Announcing the launch of these services, Mr. Rajendra Chourasia, Chief Operating Officer - Maharashtra & Goa, Idea Cellular said, "With over 1.2 crore subscribers, Idea is the largest mobile network and has the highest penetration in rural parts of Maharashtra & Goa. We are happy to partner with handygo to offer relevant and affordable services to our rural subscribers in the circle."

Bharti airtel launches 'airtel broadband TV' in India

Section: Digital Briefs Category: Digital Share  

Company BriefMumbai, March 14, 2011

India's leading telecommunications company, Bharti airtel today announced the launch of 'airtel broadband TV'. Adding another dimension to its strategy of multi-screen convergence, airtel broadband TV is a unique service which enables the customers to watch live TV on their computers or laptops. Customers can now watch TV without having to buy an extra TV set or cable connection/set top box or an air antenna by simply subscribing to airtel broadband TV with attractive monthly subscription packs starting at INR 49!

The 28 Live TV channels are across genres, languages and include the likes of UTV Bindass, UTV Movies, Bloomberg UTV , TLC, Animal Planet, all Discovery channels, Sakshi TV, Live India, NE TV, Otv News, Suvarna News and Tarang Music. airtel broadband TV also works on Wi-Fi giving customers the freedom to watch TV anywhere in their homes. Besides, while watching airtel broadband TV one can multi-task like browsing the net and working on the laptop or computer at the same time.

According to Girish Mehta, Chief Marketing Officer, Telemedia Services, Bharti airtel, "We are delighted to announce the launch of airtel broadband TV for our valued customers. Revolutionizing the TV watching experience, this initiative is part of our larger commitment to offer an enhanced broadband experience to our customers. We will soon be adding more content under news, soap and infotainment categories."

What's more-bandwidth consumption for watching airtel broadband TV will not add to

the customers' Broadband Plan data usage, except for users in Noida and Punjab.

To avail this service all that airtel broadband customers need to do is visit www.airtellive.com and subscribe to their Monthly Subscription Pack of choice by clicking on the Live TV option. Currently, customers have the option to watch 28 Live, 19 VOD (Video on demand) channels and 12 movies basis the chosen subscription plan. Watching broadband TV requires standard Macromedia Flash player version 10.2 and no other specific software.

• Watch TV without having to buy an extra TV set or cable connection or set top box or air antenna• Attractive Monthly Subscription Packs starting at INR 49 with no additional bandwidth consumption charges

Details of Monthly Subscription Plans:

• Gold Pack- All channels with Voice on Demand and movies for Rs 99/, per month• Night Pack- All channels with Voice on Demand and movies for Rs 49/, per month from 9PM - 9AM• My Pack- Any 3 chosen channels for Rs 49/- per month

Royal Enfield releases new film - 'Handcrafted in Chennai'

Section: Other Briefs Category: Marketing Share  

Company BriefNew Delhi, March 9, 2011

Royal Enfield announces the release of a new ad film created and produced by Wieden+Kennedy, Delhi.

Royal Enfields are a rare breed in an age of mass-produced, user-friendly predictability. These are mechanical motorcycles, handcrafted with love, engineered with purpose, and designed in a way that gives each machine its own unique character. This character is reinforced by Royal Enfield's cultural DNA - by where it was born, and by where it is now built. Its classic British pedigree shows in every line, while the gleaming new engine hints at the devotion that has enabled this legendary marque to thrive in the outskirts of Chennai.

This film is a tribute to the wonderful people who build, sell, ride and maintain these beloved machines, and is a heartfelt tribute to the city that Royal Enfield calls home.

Starting this week, the ad will release across cinemas, digital channels and other select media channels across India, supported by print advertising.

Shaji Koshy, Head Sales & Marketing, Royal Enfield, said, "Over the years, Royal Enfield's communication has managed to keep the world coming back for more. We hope this latest advertisement from Royal Enfield will strike a chord with Royal Enfield consumers and create strong emotional engagements with them. We will be using traditional media like television, cinema and print but digital will form a key part of the communication as well."

V Sunil, Executive Creative Director, Wieden+Kennedy, Delhi, said, "For us, Royal Enfield always stood for 'Keeping it Real', and that spirit extends to everything that Enfield does, including advertising. So we avoided the usual clichés i.e. slapstick humour, kitsch, melodrama or 'aspirational' gloss. It's important for an iconic brand such as ours to stay true to character, and to be proud of what it represents and where it comes from."

For further information, please contact:

Wieden + Kennedy

'Puma Social' campaign creates a community of after-hours athletes

Section: Other Briefs Category: Marketing Share  

Company Brief Mumbai, March 4, 2011

PUMA brings fun and irreverence to the sports sphere once again with the launch of ‘PUMA Social,' a new campaign bringing together after-hours athletes from around the world. Are you a top shooter in foosball? A master at darts? A ping-pong sensation? Or a bowling wizard? If 5AM cab rides are more your style than 5AM runs, then PUMA Social was made for you. PUMA Social is where fans of old-school diversions can come together online and offline to share in social exchange and friendly competition.

The campaign is hinged by a number of elements including cheeky in-store adverts; a web and mobile application called Life Scoreboard—launched late last October--that allows users to keep a running score on anything and everything

they want to turn into a competition; and a PUMA Social website that fuses PUMA-created and user-generated content that is updated dynamically on the site.

PUMA Social is about a distinct lifestyle rather than a specific product. Products that will be incorporated under the PUMA Social theme and featured in advertisements include iconic styles such as PUMA Suede and the T7 Track Jacket. The PUMA Suede is a classic basketball sneaker that is loved by collectors and non-collectors alike. The upper is made of Suede, which is the flavour of the season, and hence the name. The PUMA Suede has been embraced by the hip-hop scene, complete with the matching fat laces. B-Boys adopted the Suede and it has become a timeless classic with its silhouette and streetwise swagger.

PUMA will also introduce a line of accessories that include t-shirts and ping pong paddles with more products to come. Last summer, PUMA unveiled the Chalk ping pong table, a modern update to the conventional ping pong table that features a write-on ceramic chalk surface. The Chalk table was designed by designed by Aruliden for PUMA.

For more information about PUMA Social, please visit http://www.puma.com/social and to stay in the know for PUMA Social news and events near you, be sure to follow us at twitter.com/thepumastore (using the #pumasocial hashtag) and www.facebook.com/puma.

Priced at - Rs 3499

Tourism Australia launches new destination campaign in India

Section: Other Briefs Category: Marketing Share  

Company BriefMumbai, February 15, 2011

Tourism Australia has created a new destination campaign to make Australia the destination of choice for leisure holidays amongst the Indian travelers.

Outbound travel from India has shown an impressive growth in recent times and holds promise of a sustained increase. Australia has always been an aspirational destination for Indians and has seen a remarkable growth in visitor arrivals from India over the years.

The new age Indian traveler is keen to explore fresh holiday ideas, immerse themselves in novel experiences and enjoy active holidays - for all of which, Australia provides the

perfect landscape. With the launch of this campaign, Tourism Australia intends to capitalize on the evolving outbound travel segment and encourage more Indians to spend their holiday in Australia.

The campaign has been created on the theme of personal narratives of select personalities who nurture a bond with Australia through their visits or stay. It presents a unique opportunity by capturing the spirit of Australia as seen through the eyes of Indian personalities, through their heartfelt rendition of their cherished experiences in Australia. The launch phase of the campaign will have noted theater personalities - Aditya Hitkari & Divya Palat and Vikrant Kapoor, Chef and Partner, Zaaffran, Sydney - share their own anecdotes on Australia. Commenting on the new campaign, Australia's High Commissioner to India, Peter Varghese says, "This campaign showcases the excellent tourism opportunities that await Indian travellers in Australia. We wanted

people to hear about Australia directly from recent visitors, and from people who have chosen to build their lives in Australia. These authentic Indian voices speak about the many exciting experiences that await you in Australia."

Nishant Kashikar, Country Manager - India, Tourism Australia added, "The campaign has been developed to convey the essence of what Australia has to offer to visitors. It is fantastic to have such positive endorsement from people who have lived Australia in their individual journeys and are now sharing their own stories. We are optimistic that a people's perspective approach will add a new and distinctive dimension to our campaign."

Aditya Hitkari says, "We had been to Australia for our holiday and from the moment we set foot in this continent, we just fell in love and have kept going back ever since. My most vivid memory of Australia is jumping off a plane on our little adventure outing and the unforgettable exhilaration it brought us. From the nature, the wildlife, to the clear blue waters there is romance in every facet of Australia. It is an experience that will remain forever in our lives".

Divya Palat added, "For me Australia will always mean the awe inspiring structure of the Sydney Opera House. What made our holiday more special was perhaps the fact that Australia teaches you how to live and enjoy life to the fullest. When we got an opportunity to share our experience with other Indians, we enthusiastically took it up as we are sure that every Indian traveler will echo our sentiments that truly, Australia celebrates you!"

Vikrant Kapoor said, "Work brought me to Australia many years ago, but this country not just welcomed and accepted me with open arms, but also helped me achieve my dream of starting my own restaurant. I have seen some of the most beautiful amalgamation of different cultures here in Australia and feel most happy when I have Australians relishing and coming back for some desi Indian food. Australia has given me a great life and some

of my closest friends. I am very pleased to be sharing my story with fellow Indians back home. I would like to invite them to come and experience the magic of Australia themselves".

The integrated campaign will utilize different communication channels to reach out to the discerning Indian traveller. It will run for a period of time, at least 3 months or more across a mix of media platforms which include, broadcast, print media, online and out of home mediums.

The film has been shot by the team of Anupam Sharma, leading film maker and expert on the Asian entertainment sector and Bill Bennett, renowned film director, producer and screenwriter. Says Anupam Sharma, "The films have been shot unscripted where each of the personalities talks about their own Australia story and we are very pleased with the final outcome. Being an Indian settled in Australia myself, has made this an even more special initiative - to be a part of bringing together these wonderful stories".

India is currently ranked 11th in terms of international visitor arrivals. During the twelve month period ending 31 December, 2010 a total of 138,700 Indians visited Australia, an increase of 11 per cent compared to the same period the previous year. 14,700 Indians visited Australia during December 2010, a 17 per cent increase on the same month in 2009.

Why Cricket will be best enjoyed only on Tata Sky

Section: TV Briefs Category: Marketing Share  

Company BriefMumbai, February 15, 2011

Tata Sky Ltd. today announced the launch of Actve Sports, an exclusive interactive service to ensure cricket enthusiasts have an unparalleled television viewing experience during the ICC Cricket World Cup 2011 tournament.

With Tata Sky's Actve Sports, viewers can choose multiple camera angles from which they wish to watch the match. The cricket fans will no longer need to wait to watch match highlights, player statistics or ball trajectory. They can now access all these features at the press of a button, at any time during the match. Additionally, viewers will also get the option of listening to commentary in a language of their choice and the convenience of extracting expert analysis.

Not only this, just in time for the biggest sporting event in the country, Tata Sky rolled out Tata Sky+ HD at just Rs. 3,999 to ensure its subscribers enjoy some uninterrupted live cricket in high definition and experience excellent picture and sound quality. Tata

Sky+ HD is the new generation Personal Video Recorder (PVR) that offers high-quality recordings at up to 1080i resolution. Equipped with a humongous 500GB hard drive, one can now not only watch but record every minute to minute action; ball to ball accomplishment of their favourite team and the best matches of the entire tournament in true HD resolution.

Anticipating a huge surge in demand, Tata Sky is framing unique promotional schemes, innovative value-added services (VAS) and channel packages. Apart from India Cricket Pack which allows subscribers to watch all live international matches that India will be playing without subscribing to individual sports channels, the company has also introduced Supreme Sports pack which offers the best combination of all Hindi channels (GEC, Movies, Music, Knowledge), two Regional language packs of their choice and all leading Sports channels that includes ESPN STAR SPORTS, STAR CRICKET, NEO SPORTS and NEO CRICKET at just Rs 240 monthly.

Mr. Vikram Mehra, CMO Tata Sky said, "Tata Sky has always been a forerunner in providing best cricket viewing experience. This year we will take the experience to the next level with our exclusive Actve Sports service and the new Tata Sky+ HD. In a country where cricket is nothing short of a religion, we will provide fans with a unique, economical and equally effective way of enjoying the stadium experience from the comfort of their homes."