MEDIA DOSSIER
Period Covered: May, 2011
Subject: Monthly Media Dossier
Medium Appeared in: Print & Online
For internal circulation only
Monthly Media Dossier
May 2011
Page 1 of 121
PERCEPT AND INDUSTRY NEWS
Percept Limited
Pg 03
ENTERTAINMENT
Percept Sports and Entertainment
PDM
Percept Activ
Percept ICE
Percept Sports
Percept Entertainment
P9 INTEGRATED
PERCEPT TALENT
Content
Percept Pictures
Asset
Percept IP
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MEDIA
ALLIED MEDIA
PERCEPT OUT OF HOME
PERCEPT KNORIGIN
Pg 46
Pg 50
Pg 52
COMMUNICATIONS
Advertising
PERCEPT/H
MASH
IBD INDIA
Percept Gulf
Hakuhodo Percept
Pg 53
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Pg 59
Public Relations
PERCEPT PROFILE INDIA
Pg 63
IMC
PERSPECTRUM
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INDUSTRY & COMPETITOR NEWS
Monthly Media Dossier
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Pg 28
Pg 35
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Pg 40
Pg 42
Pg 43
Pg 66
May 2011
Page 2 of 121
PERCEPT LIMITED
SLAMFEST
Source: Experiential Marketing, Date: May, 2011
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Shailendra Singh, Percept Picture Company
Source: Box Office India , Date: May 28. 2011
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Marketing to men as potential customers!
Source: Audiencematters.com; Date: May 31, 2011
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May 2011
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Men are quite different from the females not only in their physical appearance but also when it comes to their buying
habit. Marketers cannot market for men and women in the same way. It's not a simple transformation of changing
colors, fonts or packaging. Men and women are different biologically, psychologically and socially. There are lots of
things that marketers should keep in mind before targeting men. Men believe in purchase for ‘now’. Unlike women who
don’t have anything particular in mind but still can shop for hours, men buy what they need in the recent future. Men tap
into a store to gather what they came for while women will take the time to browse and explore the new products that
have been introduced to. Unlike women who can be addressed with emotional appeal, men look out practically towards
a product. They will check out pros and cons of the product, its technology, design and whether the product is worth the
price, before spending on it. The other very interesting thing to note is that men prize individuality and self-reliance. Men
never go for shopping together whereas women go out for shopping with friends. The man is focused on ‘me’ but a
woman is focused on ‘we’. Today, men care about the way they look, the way they dress up and live. They no more
make purchase only for useful things but also things that are trendy and look stylish. Men might have started using
products to take care of their looks, skin etc but marketing to them should be done in a masculine way. Like Fair &
Lovely, launched an all together different cream for men called Fair & Handsome. Men are confident, strong and more
adventurous of the two sexes and there has to be effective marketing to influence them. Talking about marketing to
men, Subhash Kamath, Managing Partner, BBH says, “Men have always been reacting differently on certain things and
it depends on the product category. If you see the overriding things that are used to deal with men, it’s always about
power, achievement, success, and fast cars. In suitings, they were always putting up man in a certain way then came
Raymond, with ‘A complete Man’ and changed the entire story. So, it’s important not to fall trap. There are no specific
rules, you can actually break the rules and create a better impact”.
Adding about are men more impulsive than women, Kamath adds, “It’s tough to say but regarding certain things, yes!
But I find women more impulsive than men in certain categories like handbags and shoes. Women can go shopping
even if they don’t have anything particular in their mind to buy; men tend to go shopping when there is specifically
something to buy. Men can be more impulsive when it comes to Colas or confectionaries, or booze whereas women
tend to be more impulsive when it comes to personal products like fashion accessories, cosmetics. She may already
have 10 lipsticks but she may find one new color and decide to buy. Men tend to be more impulsive when it comes to
products like perfumes. Men’s grooming is very different from Women’s fashion, so I wouldn’t genderlize by saying who
is more impulsive but with my experience I have found that impulse works in different categories for different genders”.
Talking about how much say do they have in a purchase decision, Kamath explains, “It depends on the category of the
product that how far do they have an influence in the buying decision, you can’t genderlize it. The way Indian economy
and culture is, men tend to be the sole bread earners in most families. To that extent they will be the ones who will need
to pay for the final purchase, especially when it comes to consumer durables or more expensive products but when it
comes to home products it’s really the women who makes decision more, while the man pays for it. But nowadays for
the families which are more nuclear, younger, I find that lot of decision making is done jointly. In past there were certain
things where women used to decide, or certain things where men used to decide. Music system for example, I think
typically the man who will go and check out 10 music systems, women aren’t interested in it but when it comes to which
microwave oven to buy, chances are women will be more tuned to looking at. A man will go for something that’s more
stylish but women will look for something that works better and is good for home. So, there is a joint responsibility for
the same”.
On the same Ajay Chandwani- Director at Percept Limited says, “Men influence purchase even if they are not buying for
themselves, particularly when it comes to hardware items, For example, wherever there is a mechanical product like a
microwave or AC or TV, women might select what she wants, like fridge but men will check with website, or will ask his
friend whether he should take a Kelvinator or Godrej or any other brand and what’s his experience, so the man
contributes to that extent. Sometimes, men may also take the decision before the wife has decided but if a wife goes
with a proposal to her husband, say that she has shortlisted these three, LG, Samsung and Godrej, then he will call up
and ask which one is better , which is more durable, has better service etc”. Talking about how they can be reached out
by the marketers, Chandwani says, “You can involve the men in some way in the communication, it should be appealing
Monthly Media Dossier
May 2011
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to men because if you only target the women you realize the actual purchase or influencer is men, then you will not feel
it’s talking to him. So, make sure he thinks positive”.
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Pankaj Jaiswal, CMD - DotCom Services India Private Limited [ www.worldindia.com ] on Behalf of his
Organisation Wins 'India's Most Promising IT & Web Solutions Company' Award at the India Leadership
Conclave 2011
Source: Business.outlookindia.com, Date: April, 2011 issue
Source: Efytimes.com, Preview2.businessworld.in, Telegraphindia.com, Date: April 28, 2011 issue
DotCom Services India Private Limited a leading provider of end-to-end web solutions in India, has been recognized as
'India's Most Promising IT & Web Solutions Company', at the recently-concluded India Leadership Conclave 2011. The
award was received by Mr. Pankaj Jaiswal, Founder, Chairman and Managing Director, DotCom Services. The
company provides a full suite of Internet-related services from domain registration and web hosting to design
/development of websites and complex web-based applications. DotCom Services India Private Limited [
www.worldindia.com ] won the award in its category for growing from a small start-up to a successful web solutions
company with thousands of satisfied customers from across India and the globe. Founded 11 years ago with a capital of
INR 50,000, Pankaj R. Jaiswal and co-founder Susheel Rao have overseen the development of the organisation into a
recognized web services provider in India. "Right from being the first Premier Partner of Network Solutions in India , we
were among the first to provide end-to-end web solutions in the country. We feel proud to have contributed to the
current Internet revolution in the country and helping numerous businesses get online,” said Pankaj Jaiswal. “We are
indeed honoured and humbled to be chosen for this prestigious award. It is a reflection of the hard work and
commitment of our team to deliver high-quality and reliable web solutions matched with top notch customer service.
This acknowledgement is more motivation for us to raise the bar of our product and service offerings. “We are
committed to play an even greater role as we help both small and large businesses benefit from the power of the web,
while adhering to our core values and strengths of a comprehensive web services portfolio, focus on service quality and
customer delight.” India Leadership Conclave 2011 was organized by Indian Affairs in association with Indo-American
Chamber of Commerce (IACC) with the theme of “AAM ADMI (AN ORDINARY INDIAN) – BEYOND ROTI, KAPDA &
MAKAN (BEYOND BASIC NECESSITIES)”.More than 300 business tycoons, media magnates, social activists,
ministers and policy makers attended the 2nd edition of this prestigious conclave. Over 3 Lacs votes were cast in
different segments & the big awards were anxiously awaited as the result was announced by Shri Sanjay Narupam,
Member of Parliament & key Member of Indian National Congress. Indian Affair’s business Leadership Awards
recognize the significant accomplishments of individuals and organizations in the global Corporate industries in the
areas of different key verticals. These awards have been designed with the broad support and unbiased contributions of
industry and academic advisors, a well respected international accounting firm and the production team of Indian Affairs
under the supervision of Editor-In-Chief of Indian Affairs Magazine( www.indianaffairs.in).
Honorees are determined through a comprehensive international nomination process and winners selected by a
diverse, forty-person Executive Review Board made up of members from small and large organizations. Other
luminaries who rcvd the award included Dr. Lalit S. Kanodia, Founder & Chairman, Datamatics; Suresh Subramaniam,
Director, Pfizer Ltd; Rajeev Kapoor, CEO, Fiat India; G.R.K. Reddy, CMD, MARG; Shailendra Singh , JMD Percept
Ltd ;Anand Desai, Managing Partner, DSK Legal; Huzaifa Khorakiwala, Executive Director, Wockhardt Ltd. & CEO,
Wockhardt Foundation; Agnelorajesh Athaide,CMD, St Angelos Ltd etc.
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FIAT Rules in 4 Wheeler Market, INFOSYS in IT Software & Hetero Pharmacy in Retail Pharmacy Chain
Source: Silobreaker.com, Date: April 27, 2011
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May 2011
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Fiat India Automobile Ltd led by its dynamic & visionary CEO which led Fiat Brand to establish its formidable presence
in the fiercely competitive Four-Wheeler Market after the realignment of its business dynamics with Tata group &
Indonesian based technology giant Fiat was honoured & felicitated as “India’s Most Admired 4 wheeler Company”
beating giants lile Maruti, Toyota etc following a massive verdict from the verdict which lasted for two months in sms &
email votings at India Leadership Conclave’s 2nd Edition held in Mumbai on 22nd April at Hotel Novotel. So also the IT
giant INFOSYS honoured with “India’s Most Admired IT Software Company” beating HCL, Mindtree, TCS, Wipro. Most
importantly HETERO PHARMACY which is running a chain of Pharmacy in Andhra Pradesh & aiming to establish its
presence in other states declared Winner as “India’s Most Promising Retail Pharmacy Chain” beating the biggies.
Shailendra Singh Of Percept was also Honoured as “India’s Dynamic Entrepreneur of The Year” at India
Leadership Conclave Awards 2011 Indian Affair’s business Leadership Awards recognize the significant
accomplishments of individuals and organizations in the global Corporate industries in the areas of different key
verticals. These awards have been designed with the broad support and unbiased contributions of industry and
academic advisors, a well respected international accounting firm and the production team of Indian Affairs under the
supervision of Editor-In-Chief of Indian Affairs Magazine. Honorees are determined through a comprehensive
international nomination process and winners selected by a diverse, forty-person Executive Review Board made up of
members from small and large organizations.
Fiat India Automobiles Limited is a 50-50 Industrial Joint Venture between Fiat Group Automobiles S. p. A., (Fiat) and
Tata Motors Limited (Tata) originally incorporated on January 02, 1997. The company presently employs about 600
employees and is located at Ranjangaon in the Pune District of Maharashtra. The definitive agreement of the Joint
Venture was signed on October 19th 2007. The board of directors for this company comprises of five nominees each
from Fiat and Tata.The state-of -the-art facility at Ranjangaon, will have an installed capacity to produce 100,000 cars
and 200,000 engines, besides aggregates and components. The company plans to double the production capacity for
both car units and engines in the next few years. This facility is currently manufacturing the Palio Stile 1.1 and 1.6
models, as well as premium Fiat cars such as the Grande Punto and Linea. The facility will also manufacture Fiat’s
successful 1.3 litre Multijet diesel engines and 1.2 & 1.4 litre Fire gasoline engine. Apart from Fiat cars, the facility will
also produce Tata passenger and next generation cars with investment exceeding € 650 Million. The plant is expected
to provide direct and indirect employment to more than 4,000 people. Fiat, which holds a 50% stake in the Company,
also owns and controls five internationally renowned brands:- Fiat Automobiles, Alfa Romeo Automobiles, Lancia
Automobiles, Abarth and Fiat Light Commercial Vehicles, the makers of renowned cars such as the Ferrari, Maserati,
Alfa Romeo and Lancia besides the Fiat branded cars. Tata Motors Limited, the other partner to the Joint Venture, is
the largest automobile company in India, with revenues of Rs. 32,426 crores (USD 7.2 billion) in 2006-07. It is the
leader in commercial vehicles in every segment and the second largest in the passenger vehicles market with winning
products in the compact, mid-size car and utility vehicle segments. The company is the world’s fifth largest medium and
heavy commercial vehicle manufacturer and the world’s second largest medium and heavy bus manufacturer
Hetero Drugs, the parent company established in 1993 is one of the largest Indian pharmaceutical companies with over
2000 crores in revenues and employs more than 5000 employees. Hetero is a vertically integrated pharmaceutical
company and is a leading player in API’s and finished dosages. Hetero supply’s API’s and finished dosages to major
domestic and international generic companies. Hetero operates in more than 100 countries and its manufacturing
facilities meet various national and international standards including USFDA. Hetero has a portfolio of more than 200
products and is a leading company in bringing new generic molecules to the market. Having a strong commitment and
experience in bringing quality medicines to all, Hetero entered into the pharmacy services as part of its integration
strategy. Having a strong knowledge in this space we believe we can provide high quality services to our customers.
Less than year after the launch of Hetero Pharmacy in Hyderabad, we scaled up to more than 100+ pharmacies across
AP. We are still growing aggressively to serve our customers better. Hetero also has its outlets at the prestigious
Nizam’s Institute of Medical Sciences (NIMS) Punjagutta, Hyderabad and GMR international airport, Hyderabad.
Monthly Media Dossier
May 2011
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Shailendra Singh, Joint Managing Director of Percept, India’s largest and only entertainment, media and
communications conglomerate is a man with many talents. Some know him as a Sports Marketing Guru, some perceive
him as an Advertising wiz, some recognize him as a Bollywood Producer and some acknowledge him as a shrewd Deal
Maker, but one common image that everyone who has come in contact with SS, is that of a man with an undying spirit,
inexhaustible ideas, and a supremely optimistic attitude towards life. To his credit, Shailendra’s Hall of fame include
Hero Honda ‘Desh Ki Dhadkan’ was the IP created by SS for Hero Honda. The concept was so strong in positioning the
brand that it is used in their core communication across all their products even today.
Siyarams ‘Coming Home to Siyarams’ has been one of India’s longest running campaigns over 25 years. The brand has
been endorsed by leading celebrities including Bipasha Basu, Lara Dutta, Boris Becker, MS Dhoni Ajay Jadeja, and
Dino Morea. Pantaloon The numerous innovative brand identity campaigns executed over the past decade transformed
brand Pantaloon into one of India’s leading retail apparel brands. ‘Jai Ho’ campaign The idea and slogan that swept the
masses in the 2009 General Elections in India showcased the achievements and progress of the Congress over the
past five years. The Jai Ho TVCs launched the Congress Election Campaign and garnered much popularity. Bharat
Nirman The creative strategy was to subtly bring about a complete transformation to bridge the gap between India and
Bharat. The creative thought “Azadi” communicated the new avenues being opened up for rural masses through various
developmental schemes.Sahara ‘Bharat haihumara, hum hai Sahara’ - the slogan that built the brand was coined by
SS.Aamby Valley City was launched in 2004 with a phenomenal marketing campaign to match the unprecedented
standard of luxury living they had to offer. The campaign featured the biggest celebrities of its day including Aishwarya
Rai, Amitabh Bachhan, Boris Becker, Rahul Dravid, Virender Sehwag and Michael Johnson among others. Toyota
Fortuner The big idea Uncompromise showcased to the world an SUV that provided a fine balance between rugged
power and stylish luxury and translated into the brand overachieving sales targets and attaining the No.1 position in the
mid-SUV market. Force India He overcame the biggest challenge of creating a brand new category in sport in a cricket
crazed nation by marrying the attributes of F1 with the consumer mindset. Reid & Taylor The unique positioning of
‘luxury suiting’ was showcased through the tagline ‘Bond with the Best’ endorsed by Pierce Brosnan. It was the first
ever tie up with an international celebrity. Bharti The Bharti India Campaign – ‘Proud to be Indian, Proud to be Bharti’
that was conceptualized by SS went on to touch the hearts of a billion Indians.
The celebrities who debuted in front of the television camera with Percept included Aishwarya Rai, Katrina Kaif, Bipasha
Basu, Lara Dutta, Sushmita Sen, Hrithik Roshan, Karan Johar, Boris Becker, Lalit Modi, Saurav Ganguly, Kapil Dev and
Yuvraj Singh.Percept’s Advertising arm is ranked amongst the Top 5 Ad agencies in India winning over 40 national and
international awards including the Graphis Advertising International Awards, Promax BDA Awards, Abby’s, Golden
Awards of Montreux, ICE Awards, Amity Corporate Excellence Awards, Mirchi KAAN Awards and Lynx Awards.
Flagship Advertising agency Percept/H – Ranked No. 12 and Media agency Allied Media – Ranked No. 4 in the Brand
Equity Agency Reckoner 2009. Percept Media swept 7 prominent awards at ERAA 2010 including Media Agency of the
Yearand Advertiser of the Year awards. Percept Knorigin was awarded the Deloitte Technology Fast 50 India 2010
Award.
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Percept’s Shailendra Singh gets Dynamic Entrepreneur of the Year award
Source Sports3.blog.desi-radio.com, April 25, 2011
The awards were held at the India Leadership Conclave 2011 on 22nd April in Mumbai.
Shailendra Singh, Joint Managing Director, Percept Limited, received the prestigious ‘India’s Dynamic Entrepreneur of
the Year 2011’ award at the India Leadership Conclave 2011. The illustrious 2nd Annual India Leadership Conclave and
Indian Affairs Business Leadership Awards 2011 ceremony was held on Friday, 22 April 2011 at the Hotel Novotel,
Mumbai. More than 300 business tycoons, media magnates, social activists, ministers and policy makers attended the
2nd edition of this prestigious conclave. Organized by the Indo-American Chamber of Commerce (IACC) in association
Monthly Media Dossier
May 2011
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with Indian Affairs – India’s First Pink Magazine on Indian Affairs, the India Leadership Conclave has emerged as the
nation’s biggest leadership event. The theme of the 2nd Annual India Leadership Conclave was ‘Aam Admi – Beyond
Roti, Kapda & Makan’. The Chief Guest of the Conclave was the eminent Sanjay Nirupam, Member of Parliament,
Mumbai North, Maharashtra, India. Other luminaries who addressed the Conclave included Dr. Lalit S. Kanodia,
Founder & Chairman, Datamatics; Suresh Subramaniam, Director, Pfizer Ltd; Rajeev Kapoor, CEO, Fiat India; G.R.K.
Reddy, CMD, MARG; Anand Desai, Managing Partner, DSK Legal; Huzaifa Khorakiwala, Executive Director,
Wockhardt Ltd. & CEO, Wockhardt Foundation; Agnelorajesh Athaide,CMD, St Angelos Ltd and Mayank
Gandhi,Campaign Co-ordinator, Mumbai to name a few.
A broad spectrum of views pertaining to Brand India were shared by the distinguished guest speakers spanning the IT
Revolution in rural India, the future of four wheeler markets, the evolution of enlightened citizenship, delivery of
healthcare services to rural India, banking reforms, challenges and opportunities in the investment, agriculture,
healthcare and banking sectors, FDI investments, entrepreneurship and human values for world peace. Shailendra
Singh addressed the distinguished audience on the topic “India on the Move – Brand India”. He spoke about the various
polarities and dynamics that comprise the new India, and the significance of building, protecting, packaging and
marketing India as a Superbrand. He emphasized on the importance of appointing a long-term Brand custodian who
would ensure the accurate positioning and successful marketing of Brand India to the entire world. Branded T-shirts &
caps – ‘I Love India’ were distributed during his speech to excite the audience and bring passion for the ‘Brand India’
The Conclave was followed by the gala Indian Affairs Business Leadership Awards 2011. The 25 award categories
spanned all the major industries and sectors including Automobiles, Aviation, Banking, Consumer Durables, Consumer
Products, Infrastructure, IT, Pharma, Healthcare, Retail, Telecom, Social Service and Indian Cinema . Shailendra
received the award from Sanjay Nirupam, Member of Parliament, Mumbai North, Maharashtra, India. The award
recognized and honored Shailendra Singh’s innovations and contributions to the Entertainment, Media and
Communications Industry.
Said Shailendra Singh, “This is a great honor and I am humbled to have received this award from such an eminent
personality. The journey for excellence in the Entertainment, Media and Communications (EMC) space started a long
rime time ago. When everyone was following the ‘norm’, we decided to break the mould, and when industries were
bound by their status quo we decided to branch out. At Percept we invented an entirely new industry called EMC. We
broke many traditions, mindsets and cliché barriers to constantly launch innovative and path-breaking content, services
and properties that were revolutionary, futuristic and customized to the needs of the diverse and ever evolving Indian
and global audience. This award is a testimony to our beliefs and conviction, and we will continue in our endeavor to
create good, innovative and engaging content for the global audience.”
*********************
Percept’s Shailendra Singh wins ‘India’s Dynamic Entrepreneur of the Year 2011’ award
Source: 123people.com, Date: April 25, 2011
Shailendra Singh, Joint Managing Director, Percept Limited, received the prestigious ‘India’s Dynamic Entrepreneur of
the Year 2011’ award at the India Leadership Conclave 2011. The illustrious 2nd Annual India Leadership Conclave and
Indian Affairs Business Leadership Awards 2011 ceremony was held on Friday, 22 April 2011 at the Hotel Novotel,
Mumbai. More than 300 business tycoons, media magnates, social activists, ministers and policy makers attended the
2nd edition of this prestigious conclave. Organized by the Indo-American Chamber of Commerce (IACC) in association
with Indian Affairs – India’s First Pink Magazine on Indian Affairs, the India Leadership Conclave has emerged as the
nation’s biggest leadership event. The theme of the 2nd Annual India Leadership Conclave was ‘Aam Admi – Beyond
Roti, Kapda & Makan’. The Chief Guest of the Conclave was the eminent Mr.Sanjay Nirupam, Member of Parliament,
Mumbai North, Maharashtra, India. Other luminaries who addressed the Conclave included Dr. Lalit S. Kanodia,
Founder & Chairman, Datamatics; Suresh Subramaniam, Director, Pfizer Ltd; Rajeev Kapoor, CEO, Fiat India; G.R.K.
Reddy, CMD, MARG; Anand Desai, Managing Partner, DSK Legal; Huzaifa Khorakiwala, Executive Director,
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May 2011
Page 8 of 121
Wockhardt Ltd. & CEO, Wockhardt Foundation;Agnelorajesh Athaide,CMD, St Angelos Ltd and Mayank
Gandhi,Campaign Co-ordinator, Mumbai to name a few. A broad spectrum of views pertaining to Brand India were
shared by the distinguished guest speakers spanning the IT Revolution in rural India, the future of four wheeler markets,
the evolution of enlightened citizenship, delivery of healthcare services to rural India, banking reforms, challenges and
opportunities in the investment, agriculture, healthcare and banking sectors, FDI investments, entrepreneurship and
human values for world peace.
Shailendra Singh addressed the distinguished audience on the topic “India on the Move – Brand India”. He spoke about
the various polarities and dynamics that comprise the new India, and the significance of building, protecting, packaging
and marketing India as a Superbrand. He emphasized on the importance of appointing a long-term Brand custodian
who would ensure the accurate positioning and successful marketing of Brand India to the entire world. Branded Tshirts & caps – ‘I Love India’ were distributed during his speech to excite the audience and bring passion for the ‘Brand
India’ The Conclave was followed by the gala Indian Affairs Business Leadership Awards 2011. The 25 award
categories spanned all the major industries and sectors including Automobiles, Aviation, Banking, Consumer Durables,
Consumer Products, Infrastructure, IT, Pharma, Healthcare, Retail, Telecom, Social Service and Indian
Cinema.Shailendra Singh, JMD, Percept Limited, received the celebrated ‘India’s Dynamic Entrepreneur of the Year
2011’ from Mr. Sanjay Nirupam, Member of Parliament,Mumbai North, Maharashtra, India. The award recognized and
honored Shailendra Singh’s innovations and contributions to the Entertainment, Media and Communications Industry.
Said Shailendra Singh, “This is a great honor and I am humbled to have received this award from such an eminent
personality. The journey for excellence in the Entertainment, Media and Communications (EMC) space started a long
rime time ago. When everyone was following the ‘norm’, we decided to break the mould, and when industries were
bound by their status quo we decided to branch out. At Percept we invented an entirely new industry called EMC. We
broke many traditions, mindsets and cliché barriers to constantly launch innovative and path-breaking content, services
and properties that were revolutionary, futuristic and customized to the needs of the diverse and ever evolving Indian
and global audience. This award is a testimony to our beliefs and conviction, and we will continue in our endeavor to
create good, innovative and engaging content for the global audience.”
*********************
Percept to take its music event Sunburn to other Asian markets
Source: The Hindu Business Line, Date: May 14, 2011
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May 2011
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The media coverage is the result of the interaction took place with Mr. Harindra Singh
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Winning Insights
Source: Impact, Date: May 15, 2011 issue
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May 2011
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The scanned coverage attached above for your perusal features Mr. Ajay Chandwani.
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Future Group goes trendier
Source: News.franchiseindia.com, Date: May 18, 2011
Future Group has announced that they are working on a new and unique model for malls at ISCF 2011. Sunil Biyani,
director, Future Group, while speaking at the session on 'Way Forward for Shopping Centres in India' at India Shopping
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May 2011
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Centre Forum 2011, said, “We are working on a model for shopping centres which will be profitable to all involved
parties – land owners, mall owners, developers and retailers. After a period, may be 10 years, the land owner will get
back the land to further innovate, renovate or redevelop. We are in the conceptualization phase and will be testing the
concept in the next 12 to 15 months in three cities - Mumbai, Hyderabad and Kolkata. The size of the malls will range
between 2,50,000 sq.ft and 4,50,000 sq.ft. Our aim is to reduce operational costs and make it profitable.” “Upon the
success of the concept, the model will be further implemented in other cities. We will try to limit the common area
maintenance costs to Rs.7 sq.ft,” he further added. Also at the occasion, the latest edition of ‘Malls of India’ was
unveiled in the presence of Rama Bijapurkar, strategic marketing consultant, Sunil Biyani, director, Future Group,
Kishore Bhatija, MD, Inorbit, Anuj Puri, Chairman & Country Head, JLL (India), and S Raghunandhan, Chairman, SCAI
& CEO Retail, Prestige Group. The report suggests an estimated 200 malls will be added to the existing 200 plus
shopping centers currently operational across the country by 2014. This will add another 150 plus million square feet of
build up area and will achieve the total estimated GLA (gross leasable area) of more than 140 million square feet by the
same year.
In another news, Percept, an entertainment, media and communications company, has signed a 50:50 joint venture with
Future Group to launch Bollywood Retail. Bollywood Retail will focus on providing the Bollywood experience and
Bollywood merchandising within the Future Group’s retail network. The joint venture will independently source
Bollywood intellectual property rights (IPR) and software from Percept’s Bollywood Corporation and use retail
infrastructure from Future Group. In the first phase, with an investment of Rs 50 crore, the Bollywood Retail concept will
be operational at about ten destinations including Hyderabad, Ahmedabad, Kolkata, Bengaluru, Indore, Jaipur, Pune,
Delhi and Mumbai. In an issued statement, Future Group CEO Kishore Biyani said: “Bollywood is one of the biggest
entertainment phenomena that rules India. Through this partnership with Percept, we hope to bring a unique touch and
feel of the Bollywood experience to the consumer.”
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Percept appoints Archana Trasy as COO - Intellectual Properties
Source: Indiantelevision.com; Medianewsline.com; Indiareport.com; Network2media.com, Date: May 23, 2011
Source: Bestmediainfo.com; Sportzpower.com, Date: May 24, 2011
Media and communications company, Percept Limited, has appointed Archana Trasy as Percept Sports &
Entertainment, Intellectual Properties COO. In her new role, Trasy will be responsible for managing and leveraging the
IPs currently owned by the Percept Group, and will also be focused on conceptualising and developing new and
innovative IPs for the group. The Percept IP vertical will include all Intellectual Properties created and owned by the
Percept Group, including IPs in the live entertainment, sports, celebrity management, digital and media space. In the
last 16 years in the industry, Trasy has handled brands such as Reliance Industries, Wizcraft International
Entertainment Agency, Richard Ellis Property Consultants and Mahindra Exports. Some of the IPs currently owned by
Percept Limited include Sunburn, Fight, Bollywood Live, Champions of the World, Slamfest, Goa Super Sixes,
SLUMGOD Dance Championship and CelebTrack. Trasy said, "I believe we are no longer in the Information age, but in
the Entertainment age, and Percept is a leader in the business of building and marketing ground-breaking
Entertainment products. I am proud to be part of the Percept Sports and Entertainment business and look forward to
consolidating and leveraging our efforts in the area of IP creation and management."
Percept Sports and Entertainment CEO Devraj Sanyal added, "The future of our Entertainment business is pivoted
firmly around our Intellectual Properties business and we needed a leader who has walked the walk and talked the talk
in this space for a while. I'm thrilled to have Archana as our new COO - IP because personally I believe she is the most
qualified person I know in this domain."
Percept Limited Joint MD Shailendra Singh said, "Percept is India's only conglomerate that provides 360-degree
services in the Entertainment, Media and Communications (EMC) domain. We are now scaling up our strategic efforts
Monthly Media Dossier
May 2011
Page 12 of 121
to develop Intellectual Properties and change the game in the EMC industry, thereby creating a remarkable and
memorable legacy forever. We are delighted to have Archana on board as we are sure that she is going to take Percept
IPs to another level."
***********************
Percept appoints Archana Trasy as IP vertical COO
Source: Ptinews.com; In.finance.yahoo.com; News.in.msn.com; Indiaeveryday.in, Date: May 23, 2011
Entertainment, media and communications firm Percept Ltd today announced appointment of Archana Trasy as the
Chief Operating Officer of intellectual properties (IPs) vertical of Percept Sports & Entertainment with effect from May
20, 2011. In her new role, Trasy will be responsible for managing and leveraging the IPs currently owned by the Percept
Group and focus on developing new IPs. "We are now scaling up our strategic efforts to develop intellectual properties
and change the game in the entertainment, media and communications domain...We will soon unveil our plans in this
direction," Percept Joint Managing Director Shailendra Singh said in a statement. The IP vertical includes all intellectual
properties created and owned by the group in live entertainment, sports, celebrity management, digital and media
space. With 16 years of experience, Trasy has worked with Reliance Industries, Wizcraft International, Richard Ellis and
Mahindra Exports.
*********************
Percept appoints Archana Trasy as COO -- Intellectual Properties
Source: Aaqs.com, Date: May 20, 2011
Trasy will be responsible for managing current IPs owned by the group, and will focus on conceptualising and
developing new and innovative IPs. Archana Trasy has been appointed Chief Operating Officer (COO) -- Intellectual
Properties, Percept Sports & Entertainment, effective May 20, 2011. The Percept IP vertical will include all Intellectual
Properties created and owned by the Percept Group, including IPs in the Live Entertainment, Sports, Celebrity
Management, Digital and Media space. Some of these include Sunburn -- the Electronic Dance Music Festival, Fight
Nights -- indoor boxing events, Bollywood Live -- the multi-city Bollywood Dance Music Festival, Champions of the
World, Slamfest, Goa Super Sixes, SLUMGOD Dance Championship, and CelebTrack.In her new role, Trasy will be
responsible for managing and leveraging the IPs currently owned by the group, and will also focus upon conceptualising
and developing new and innovative IPs.On her appointment Trasy says, "It's a new and challenging role. Percept has
been one of the pioneers in the 'Ideas and Concepts' business, and has been instrumental in creating many innovative
and unique Intellectual Properties over the past few years." She adds, "I believe we are no longer in the information
age, but are in the entertainment age. I look forward to consolidating and leveraging our efforts in the area of IP creation
and management."
Devraj Sanyal, Chief Executive Officer, Percept Sports & Entertainment, says, "The future of our Entertainment
business is pivoted firmly around our Intellectual Properties business, and we needed a leader who has walked the walk
and talked the talk in this space for a while. I'm thrilled to have Trasy as our new COO - IP, since I believe she is the
most qualified person I know in this domain."
Shailendra Singh, Joint Managing Director, Percept, adds, "We are now scaling up our strategic efforts to develop
Intellectual Properties and change the game in the Entertainment, Media and Communications (EMC) industry. We will
soon unveil our plans in this direction. Trasy has a rich and diverse exposure in the Media and Entertainment domain,
and is just the right person to take Percept's IPs into its next glorious phase."
Trasy comes with close to two decades of experience in the industry, handling some of the largest and most recognised
brands in the country, including Reliance Industries, Wizcraft International Entertainment Agency, Richard Ellis Property
Consultants and Mahindra Exports. Her last position was that of managing director at Work That Works, an
Monthly Media Dossier
May 2011
Page 13 of 121
entrepreneurial venture started by her in 2009, with the vision to change the scale, improve the quality of regular event
management, and infuse it with entertainment in its truest sense. Trasy began her career with Richard Ellis Property
Consultants, and was later responsible for launching and marketing Mahindra Exports' boutique, Nikaya. She later
joined the event management company Wizcraft, where she organised Michael Jackson's tour of India in 1996. She
was also responsible for organising tours of other international artists, including Whigfield (1998), UB 40 (2000), and
Diana King (2001). Trasy also handled various international projects for Wizcraft, such as the 30th Independence Day
celebrations of the Republic of Mauritius, the Showman Of The Millennium in London, and Bollywood Awards at Nassau
Coliseum, New York. In 2000, Trasy helped create the immensely popular International Indian Film Academy Awards
(IIFA), which she continued to manage until 2007. Trasy later joined Mukesh Ambani's Reliance Industries (RIL) in
August 2007, where she headed the Event's division for RIL's brand -- the Mumbai Indians IPL team -- from its
inception, until she set up her own venture in 2009.
********************
An ad agency is an animal that should have died 100 years ago: Harindra Singh
Source: Afaqs.com, Date: May 25, 2011
Chatting with afaqs!, Harindra Singh, vice-chairman and managing director, Percept Ltd, talks on the organisation, the
increased focus on Intellectual Properties, and his perspective on how communication and advertising ought to be.
From ad agency to media conglomerate, Percept has come a long way in the last 25 years. In this exclusive interview
with afaqs!, Harindra Singh, vice-chairman and managing director, Percept Ltd, spoke about the Percept journey so far,
how Intellectual Property (IP) will help steer the company into the next level of growth, and a tongue-in-cheek remark on
advertising as we know it.
Excerpts from the conversation:
afaqs!: Take us through the Percept journey. How has Percept grown from being an ad agency to what it is
today in the last 25 years?
Singh: 'Roller coaster'. You have all the emotions -- thrill, excitement and fun, with the ups and downs on a roller
coaster. We got several distinctions in the first 10 years. And, then came the stage in the early '90s, when we were hit
by this global paradigm shift. When I got into this business, there was just one kind of agency, that is full service. And,
then came a time when full service agencies were seen as useless doctors. Super specialisation was coming in. This
unbundling was happening and we realised that if we do not change, we will die. Whatever we have learnt, my brother
(Shailendra Singh) and I, it has been on the stage, on the ground. When you have been on the street long enough, you
Monthly Media Dossier
May 2011
Page 14 of 121
develop that instinct, you are able to pre-empt; you don't wait for the hurdle to pop up, but find a way around it much
before it happens. We repositioned ourselves as Percept IMC (Integrated Marketing Communication) with a social
marketing division, media division, PR division, event division, and production division. Most of what we did was in
vacant slots. We were ahead of the times. In Percept's history, it is an instinct that you have to create something new,
do something different, find a way out of hurdles. Common sense, combined with instinct, propelled us. Unlike in a
multinational set up where an idea has to climb up the hierarchical ladder, at Percept, when we get an idea, we do it
tomorrow.
afaqs!: Percept has handled broadcast for Sahara for two years and has had good relations with Lachlan
Murdoch. Didn't it ever occur to Percept to get into media in a more aggressive manner? Is it on the cards?
Singh: We have stayed away from media ownership. The closest we have got to media is with live events. Otherwise, it
is a fundamental conflict. We feel we are a doctor, writing out a prescription for a brand. In such a case, we can't own a
pharmaceutical company, as my patient will lose trust in me. Secondly, all our businesses are idea-based and not
capital based, whereas it's the opposite in broadcasting, where crores of rupees are burnt. Where do we have such kind
of money? (laughs)
afaqs!: Tell us about Intellectual Property. Why are IPs so important to Percept?
Singh: That is the next big step for us. We have realised that earning money is not the sole thing, you have to build
assets. For us, there are two assets -- consumer insight and creativity. And, if I create intellectual properties out of
these, I can ensure that money will keep on flowing even when I am not working.The current model that we work on is
to create a campaign for the client and get paid for it. Suppose we tweak it little. We ask the client to pay one rupee
every time he uses the campaign. In that case, even if I am not working for the client, I will still be making money. I also
know it will be hard for any client to accept it for creative function. But, I can do this in other areas. I can create
properties in the events space, or in Bollywood.
afaqs!: What is advertising business's contribution to the company's topline? Has it taken a backseat at all?
Singh: No, it has not (taken a backseat). We are 1,200 people right now, and there would be around 600-700 in
advertising. More than 50 per cent of our manpower is still in advertising. In terms of revenue, it is close to 40-45 per
cent.
afaqs!: What does Percept H stand for? Is it more Japanese, or Indian? What do the Japanese bring to the
table?
Singh: Within advertising, we have two agencies at the top. The first one is called Percept H, and the second one is
called Hakuhodo Percept. Both have a 50-50 partnership with the Japanese. Percept H focuses largely on nonJapanese business, but we do have businesses such as Toyota and Canon. The predominant focus is on nonJapanese business. With Hakuhodo Percept, the prime focus is on Japanese business. Japan has brought knowhow,
process, global learnings. We have access to all global markets through them. The kind of learnings, knowledge, case
studies available within the system are huge. So, whenever we work on a large pitch, we combine resources. We
recently won a Canon pitch integrating resources from Singapore and Thailand. We won it on the combined strength of
our network, and remember, India is the only market where Canon works outside Dentsu.
afaqs!: How do you place yourself against the other big names/agencies in Indian advertising?
Singh: Look, my usual answer would be, 'Who are they?' I am being dead honest. A client is a guy with a brand, and all
that he wants is to get his message across to the consumer. He is not looking for advertising. He is looking for someone
Monthly Media Dossier
May 2011
Page 15 of 121
to tell him "what the **** to do".A big agency cannot do that. The moment a client goes to them, they will talk about a 30second television ad. Think seriously! Clients do not want advertising, they want solutions. We are the only ones
qualified to provide that solution. It may sound really high-handed and conceited, but it is the reality. An advertising
agency is an animal that should have died 100 years ago. Somebody needs to shatter this way of thinking and say that
this is a pseudo world. I am not saying we are perfect. But, theoretically speaking, clients want a marketing solution and
-- nine out of ten times, that can be done without advertising.The big agencies talk about engagement and activation in
their presentations and strategies, but they don't do it. Because, it is so much of an effort to make so little money.
Clients are doing it independently with small vendors. We have 200 people employed in our activation agency who are
actually delivering consumer contact.
afaqs!: Are you dismissing creativity altogether?
Singh: No! This is creativity in business. I need to use that creativity to bring the customer to the doorstep. I am saying
clients want customers. That is the focus. Agencies in the industry are selling creativity, though.
afaqs!: What is the vision ahead?
Singh: We want to provide solutions where we can. This is the business we are in. If my client tells me that he would
pay me only when I succeed, I will agree. Measure my success in a tangible manner and my success should be in my
control, and I am willing to get paid on my success. No problem!
This is the shift that is happening, and we are adapting to it wherever we can.
*********************************
Percept Limited ropes in Archana Trasy as COO, Intellectual Properties
Source: Mediamughals.com, Businessofcinema.com, Adgully.com, Date: May 24, 2011
Percept Limited, has appointed Archana Trasy as Percept Sports & Entertainment, Intellectual Properties COO.In her
new role, she will be responsible for managing and leveraging the IPs currently owned by the Percept Group, and will
also work to nurture more innovative IPs for the group. The Percept IP vertical will include all Intellectual Properties
created and owned by the Percept Group, including IPs in the live entertainment, sports, celebrity management, digital
and media space. On her appointment, Percept Sports and Entertainment CEO Devraj Sanyal added that, the future of
their Entertainment business is pivoted firmly around their Intellectual Properties business and he was thrilled to have
Archana as their new COO - IP because personally he believe she was the most qualified person he knew in that
domain.Trashy is armed with 16 years of work experience and during this period she has looked after brands such as
Reliance Industries, Wizcraft International Entertainment Agency, Richard Ellis Property Consultants and Mahindra
Exports. On wearing the new cap, trashy said that, Percept is a leader in the business of building and marketing
ground-breaking Entertainment products and she was proud to be a part of the Percept Sports and Entertainment
business. She added that she looked forward to consolidating and leveraging their efforts in the area of IP creation and
management.
*********************************
Archana Trasy joins Percept Sports & Entertainment as COO
Source: Campaignindia.in, Date: May 24, 2011
Trasy will be responsible for managing and leveraging the IPs currently owned by the Percept GroupPercept Sports &
Entertainment has brought in Archana Trasy as chief operating officer, intellectual properties.The Percept IP vertical
includes all Intellectual Properties created and owned by the Percept Group, including IPs in the Live entertainment,
sports, celebrity management, digital and media space.In her role at Percept as chief operating officer, intellectual
Monthly Media Dossier
May 2011
Page 16 of 121
properties, Trasy will be responsible for managing and leveraging the IPs currently owned by the Percept Group, and
will also be focused on conceptualising and developing new and innovative IPs for the Group.On her appointment
Trasy, said,“I am delighted to take on this new and challenging role. Being one of the pioneers in the ‘Ideas and
Concepts’ business, Percept has been instrumental in creating many innovative and unique Intellectual Properties over
the past few years for our clients. I believe we are no longer in the Information age, but in the Entertainment age, and
Percept is a leader in the business of building and marketing ground-breaking Entertainment products. I am proud to be
part of the Percept Sports and Entertainment business and look forward to consolidating and leveraging our efforts in
the area of IP creation and management.”
On Trasy’s appointment, Devraj Sanyal, Chief Executive Officer, Percept Sports and Entertainment, said, “The future of
our Entertainment business is pivoted firmly around our Intellectual Properties business and we needed a leader who
has walked the walk and talked the talk in this space for a while. I'm thrilled to have Archana as our new COO – IP
because personally I believe she is the most qualified person I know in this domain."Shailendra Singh, Joint Managing
Director, Percept Limited added, “Percept is India’s only conglomerate that provides 360-degree services in the
Entertainment, Media and Communications (EMC) domain. We are now scaling up our strategic efforts to develop
Intellectual Properties and change the game in the EMC industry, thereby creating a remarkable and memorable legacy
forever. We will soon unveil our plans in this direction. Archana has a rich and diverse exposure to the Media &
Entertainment domain, and is just the right person to take Percept’s IPs into its next glorious phase. We are delighted to
have her on board as we are sure that she is going to take Percept IPs to another level.” Trasy has close to 16 years of
experience in the industry and has worked with brands like Reliance, Wizcraft, Richard Ellis Property Consultants and
Mahindra Exports amongst others.
*********************************
Percept appoints Archana Trasy as COO -- Intellectual Properties
Source: App.contify, Date: May 24, 2011
Trasy will be responsible for managing current IPs owned by the group, and will focus on conceptualising and
developing new and innovative IPs. Archana Trasy has been appointed Chief Operating Officer (COO) -- Intellectual
Properties, Percept Sports & Entertainment, effective May 20, 2011. The Percept IP vertical will include all Intellectual
Properties created and owned by the Percept Group, including IPs in the Live Entertainment, Sports, Celebrity
Management, Digital and Media space. Some of these include Sunburn -- the Electronic Dance Music Festival, Fight
Nights -- indoor boxing events, Bollywood Live -- the multi-city Bollywood Dance Music Festival, Champions of the
World, Slamfest, Goa Super Sixes, SLUMGOD Dance Championship, and CelebTrack.In her new role, Trasy will be
responsible for managing and leveraging the IPs currently owned by the group, and will also focus upon conceptualising
and developing new and innovative IPs.On her appointment Trasy says, "It's a new and challenging role. Percept has
been one of the pioneers in the 'Ideas and Concepts' business, and has been instrumental in creating many innovative
and unique Intellectual Properties over the past few years." She adds, "I believe we are no longer in the information
age, but are in the entertainment age. I look forward to consolidating and leveraging our efforts in the area of IP creation
and management."
Devraj Sanyal, Chief Executive Officer, Percept Sports & Entertainment, says, "The future of our Entertainment
business is pivoted firmly around our Intellectual Properties business, and we needed a leader who has walked the walk
and talked the talk in this space for a while. I'm thrilled to have Trasy as our new COO - IP, since I believe she is the
most qualified person I know in this domain."
Shailendra Singh, Joint Managing Director, Percept, adds, "We are now scaling up our strategic efforts to develop
Intellectual Properties and change the game in the Entertainment, Media and Communications (EMC) industry. We will
soon unveil our plans in this direction. Trasy has a rich and diverse exposure in the Media and Entertainment domain,
and is just the right person to take Percept's IPs into its next glorious phase."
Monthly Media Dossier
May 2011
Page 17 of 121
Trasy comes with close to two decades of experience in the industry, handling some of the largest and most recognised
brands in the country, including Reliance Industries, Wizcraft International Entertainment Agency, Richard Ellis Property
Consultants and Mahindra Exports. Her last position was that of managing director at Work That Works, an
entrepreneurial venture started by her in 2009, with the vision to change the scale, improve the quality of regular event
management, and infuse it with entertainment in its truest sense. Trasy began her career with Richard Ellis Property
Consultants, and was later responsible for launching and marketing Mahindra Exports' boutique, Nikaya. She later
joined the event management company Wizcraft, where she organised Michael Jackson's tour of India in 1996. She
was also responsible for organising tours of other international artists, including Whigfield (1998), UB 40 (2000), and
Diana King (2001). Trasy also handled various international projects for Wizcraft, such as the 30th Independence Day
celebrations of the Republic of Mauritius, the Showman Of The Millennium in London, and Bollywood Awards at Nassau
Coliseum, New York. In 2000, Trasy helped create the immensely popular International Indian Film Academy Awards
(IIFA), which she continued to manage until 2007. Trasy later joined Mukesh Ambani's Reliance Industries (RIL) in
August 2007, where she headed the Event's division for RIL's brand -- the Mumbai Indians IPL team -- from its
inception, until she set up her own venture in 2009.
*********************
An ad agency is an animal that should have died 100 years ago: Harindra Singh
Source: App.contify.com, Date: May 25, 2011
Chatting with afaqs!, Harindra Singh, vice-chairman and managing director, Percept Ltd, talks on the organisation, the
increased focus on Intellectual Properties, and his perspective on how communication and advertising ought to be.
From ad agency to media conglomerate, Percept has come a long way in the last 25 years. In this exclusive interview
with afaqs!, Harindra Singh, vice-chairman and managing director, Percept Ltd, spoke about the Percept journey so far,
how Intellectual Property (IP) will help steer the company into the next level of growth, and a tongue-in-cheek remark on
advertising as we know it.
Excerpts from the conversation:
afaqs!: Take us through the Percept journey. How has Percept grown from being an ad agency to what it is
today in the last 25 years?
Singh: 'Roller coaster'. You have all the emotions -- thrill, excitement and fun, with the ups and downs on a roller
coaster. We got several distinctions in the first 10 years. And, then came the stage in the early '90s, when we were hit
by this global paradigm shift. When I got into this business, there was just one kind of agency, that is full service. And,
then came a time when full service agencies were seen as useless doctors. Super specialisation was coming in. This
Monthly Media Dossier
May 2011
Page 18 of 121
unbundling was happening and we realised that if we do not change, we will die. Whatever we have learnt, my brother
(Shailendra Singh) and I, it has been on the stage, on the ground. When you have been on the street long enough, you
develop that instinct, you are able to pre-empt; you don't wait for the hurdle to pop up, but find a way around it much
before it happens. We repositioned ourselves as Percept IMC (Integrated Marketing Communication) with a social
marketing division, media division, PR division, event division, and production division. Most of what we did was in
vacant slots. We were ahead of the times. In Percept's history, it is an instinct that you have to create something new,
do something different, find a way out of hurdles. Common sense, combined with instinct, propelled us. Unlike in a
multinational set up where an idea has to climb up the hierarchical ladder, at Percept, when we get an idea, we do it
tomorrow.
afaqs!: Percept has handled broadcast for Sahara for two years and has had good relations with Lachlan
Murdoch. Didn't it ever occur to Percept to get into media in a more aggressive manner? Is it on the cards?
Singh: We have stayed away from media ownership. The closest we have got to media is with live events. Otherwise, it
is a fundamental conflict. We feel we are a doctor, writing out a prescription for a brand. In such a case, we can't own a
pharmaceutical company, as my patient will lose trust in me. Secondly, all our businesses are idea-based and not
capital based, whereas it's the opposite in broadcasting, where crores of rupees are burnt. Where do we have such kind
of money? (laughs)
afaqs!: Tell us about Intellectual Property. Why are IPs so important to Percept?
Singh: That is the next big step for us. We have realised that earning money is not the sole thing, you have to build
assets. For us, there are two assets -- consumer insight and creativity. And, if I create intellectual properties out of
these, I can ensure that money will keep on flowing even when I am not working.The current model that we work on is
to create a campaign for the client and get paid for it. Suppose we tweak it little. We ask the client to pay one rupee
every time he uses the campaign. In that case, even if I am not working for the client, I will still be making money. I also
know it will be hard for any client to accept it for creative function. But, I can do this in other areas. I can create
properties in the events space, or in Bollywood.
afaqs!: What is advertising business's contribution to the company's topline? Has it taken a backseat at all?
Singh: No, it has not (taken a backseat). We are 1,200 people right now, and there would be around 600-700 in
advertising. More than 50 per cent of our manpower is still in advertising. In terms of revenue, it is close to 40-45 per
cent.
afaqs!: What does Percept H stand for? Is it more Japanese, or Indian? What do the Japanese bring to the
table?
Singh: Within advertising, we have two agencies at the top. The first one is called Percept H, and the second one is
called Hakuhodo Percept. Both have a 50-50 partnership with the Japanese. Percept H focuses largely on nonJapanese business, but we do have businesses such as Toyota and Canon. The predominant focus is on nonJapanese business. With Hakuhodo Percept, the prime focus is on Japanese business. Japan has brought knowhow,
process, global learnings. We have access to all global markets through them. The kind of learnings, knowledge, case
studies available within the system are huge. So, whenever we work on a large pitch, we combine resources. We
recently won a Canon pitch integrating resources from Singapore and Thailand. We won it on the combined strength of
our network, and remember, India is the only market where Canon works outside Dentsu.
afaqs!: How do you place yourself against the other big names/agencies in Indian advertising?
Monthly Media Dossier
May 2011
Page 19 of 121
Singh: Look, my usual answer would be, 'Who are they?' I am being dead honest. A client is a guy with a brand, and all
that he wants is to get his message across to the consumer. He is not looking for advertising. He is looking for someone
to tell him "what the **** to do".A big agency cannot do that. The moment a client goes to them, they will talk about a 30second television ad. Think seriously! Clients do not want advertising, they want solutions. We are the only ones
qualified to provide that solution. It may sound really high-handed and conceited, but it is the reality. An advertising
agency is an animal that should have died 100 years ago. Somebody needs to shatter this way of thinking and say that
this is a pseudo world. I am not saying we are perfect. But, theoretically speaking, clients want a marketing solution and
-- nine out of ten times, that can be done without advertising.The big agencies talk about engagement and activation in
their presentations and strategies, but they don't do it. Because, it is so much of an effort to make so little money.
Clients are doing it independently with small vendors. We have 200 people employed in our activation agency who are
actually delivering consumer contact.
afaqs!: Are you dismissing creativity altogether?
Singh: No! This is creativity in business. I need to use that creativity to bring the customer to the doorstep. I am saying
clients want customers. That is the focus. Agencies in the industry are selling creativity, though.
afaqs!: What is the vision ahead?
Singh: We want to provide solutions where we can. This is the business we are in. If my client tells me that he would
pay me only when I succeed, I will agree. Measure my success in a tangible manner and my success should be in my
control, and I am willing to get paid on my success. No problem!This is the shift that is happening, and we are adapting
to it wherever we can.
*********************************
In his office, Singh is King
Source: Mid-Day – Hot Property, Date: May 27, 2011
Monthly Media Dossier
May 2011
Page 20 of 121
***************************
Future Group works on mall model
Source: Fashionunited.com; Date: May 27, 2011
With an aim to reduce its operational costs, and to help cope with growing land and material prices, Future Group is
working on a new mall model which will be profitable to all involved parties – land owners, mall owners, developers and
retailers. The model aims at being economically viable and retailer friendly, making malls cost-effective and safe. Some
of the new features would be the use of natural and green building materials, energy efficiency and a 100 per cent lease
model. The concept will be tested in the next 12 to 15 months in Mumbai, Hyderabad and Kolkata. The size of the malls
will range between 2, 50,000 sq. ft. and 4, 50,000 sq. ft. If the concept succeeds, the model will be further implemented
in other cities.
Meanwhile the Future Group has signed up Percept, an entertainment, media and communications company. The
50:50 joint venture partnerships will enable them to launch ‘Bollywood Retail’. It will focus on providing the Bollywood
experience and Bollywood merchandising within the Future Group’s retail network. The joint venture will independently
source Bollywood intellectual property rights and software from Percept’s Bollywood Corporation and use retail
infrastructure from Future Group. The touch of Bollywood in the joint venture will please the consumers while spending.
************************************
12 Things You Need To Know About The Making Of Terrence Malick’s ‘The Tree Of Life’
Source: blogs.indiewire.com; Date: May 27, 2011
Terrence Malick‘s long-awaited “The Tree of Life,” opening today in select cities, is the kind of movie that is designed to
be talked about, chewed on, and poured over. It’s a movie that demands you grasp at the unknowable, is challenging
and gorgeous in some very deep and profound levels and asks big questions about who we are and where we came
from, not just on a human level but on a grander, “how does life exist” scale. (On the same token, its complete lack of
an identifiable narrative/dramatic structure and emotional aloofness might drive you batty.) Looking into “The Tree of
Life” (and beyond), though, you’ll find even more tantalizing questions, possibilities, and dead-ends. The fact that most
of us are still as intrigued, befuddled, and mystified by the film after we’ve seen it is a testament to its singular, oddball
power. So we now present to you 10 things we’ve learned about ‘Tree of Life’ that maybe you never knew. This feature
is probably best enjoyed after you’ve seen the film, but we give proper warning when discussing plot (if that’s the right
Monthly Media Dossier
May 2011
Page 21 of 121
word) specifics. The Original Cast Was Very Different: Any movie that has as long a gestation period as “The Tree of
Life” (particularly if you fold in the years spent on “Q”) is going to go through some changes. One of the bigger changes
had to do with the cast, which according to a 2006 Bombay Times report (riffing on material printed that
we believe started in the Hollywood Reporter the year before), it was originally going to star none other than Mel
Gibson and Colin Farrell.
The Farrell report makes sense, as the Irish star reportedly got along well with the prickly Malick on the set of their
historical drama, “The New World,” while the Gibson report seems fishier (even though the article describes the two as
“close friends”). For one, the Bombay Times reports that Shailendra Singh was co-producing the movie, which you
won’t find in the press notes or on the film’s IMDb page (maybe they were thinking of associate producer Sandhya
Shardanand?). Then there’s the fact that the article repeatedly misspells Malick’s name. What the actors would have
been shooting in India is something of a mystery too (Singh, quoted, said “15% of the film” would shoot there) – having
seen the film, we can only imagine that he would have been grabbing images for the elliptical finale, in which folds of
time and space wrinkle together, visualized by, well, we won’t ruin that here. But a recently published Total Film
article says that at one point “Q” was “set in the Middle East during World War I” and that, in the Farrell/Gibson
configuration, “Indian production company Percept Picture Company would finance the film, which would be mostly
shot in India.” So maybe that Bombay Times report wasn’t complete fiction, though it sounds like a rather different
version of the movie that eventually hit screens, and not just because the cast changed.
*********************************
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May 2011
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ENTERTAINMENT
PERCEPT SPORTS & ENTERTAINMENT
PDM
BRONZE - Boxing Fight Nights - lagaan Cup
Source: Experiential Marketing, Date: May, 2011
***********************
PDM Manages activity for Eureka Forbes
Source: Experiential Marketing, Date: May , 2011
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May 2011
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***********************
Entertainment Event of the Year
Source: Experiential Marketing, Date: May , 2011
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May 2011
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**************************
Mover & Shaker
Source: Box Office India, Date: May 28. 2011
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May 2011
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******************
Sports stars cash in on dream run
Source: Business Standard; Afaqs.com, Date: May 2, 2011
The hope of a rich medal haul in the London Olympics next year and victory in the world cup cricket have led to a huge
increase in the endorsement fee charged by winners in last year's Commonwealth Games and cricketers. While most
Commonwealth Games winners are asking for 20-35 per cent more, the young stars of India's world cup win have
doubled their rates. Devraj Sanyal, CEO of Percept Sports & Entertainment, which has many of these players as clients,
says, "With the Olympics next year, there is euphoria in the endorsement market in identifying potential medal winners.
As a result, many Commonwealth medal winners have seen a spurt in rates. The response has been very good. Most of
these deals will be finalised by September-October."
Sanyal says for the next six-eight months, sportsmen will dominate film stars in the endorsement market. With India
winning 101 medals in the Commonwealth Games and 61 in the Asian Games in China, there is a lot of interest among
companies in roping in the winners.For instance, boxer Vijendra Kumar is charging Rs 1 crore in the run-up to the
London Olympics. He was getting Rs 70-80 lakh just after the Commonwealth Games. Badminton player Saina
Nehwal's fee has risen from Rs 50-60 lakh to Rs 80 lakh. Shooting stars Gaurav Narang and Abhinav Bindra are
charging Rs 80 lakh for a year. Bindra was earlier available for Rs 60 lakh Sushil Kumar, who used to charge Rs 20
lakh, has doubled his fee. He is already endorsing three brands, Body Fuelz (a sports nutrition brand), Sahara and
Eicher Tractors. Recently, Vijender and he were signed up by Pepsi and the National Egg Coordination Committee,
respectively. Among the latest deals signed by Saina Nehwal are Herbalife, a direct selling company for nutrition and
energy products and fitness supplements, and Fortune Plus edible oil, an Adani Wilmar group brand.
Monthly Media Dossier
May 2011
Page 26 of 121
In cricket, the main beneficiaries have been the younger players. "A lot of companies now want to get associated with
cricket players. The victory has not only benefited the most popular players but also the younger cricketers, who earlier
did not get enough attention," said Melroy D'Souza, PMG Chief Operation Officer, Madison World's Sports Management
Company. Yuvraj Singh has doubled his fee from Rs 1.5-2 crore to Rs 3-4 crore. Viraat Kohli is looking at Rs 2 crore,
almost double of what he used to charge before the world cup. Suresh Raina, who played a crucial role in India's win
over Pakistan, has increased his fee from Rs 55 lakh to over Rs 1 crore. And Gautam Ghambhir, industry sources say,
is charging Rs 3 crore per endorsement. Endorsement companies say the big boys of cricket are also looking for the
moolah Mahendra Singh Dhoni and Sachin Tendulkar are demanding 20-30 per cent more. Dhoni is asking for Rs 8-10
crore, while Tendulkar is available for Rs 3-5 crore. Dhoni's agency now wants to sell him as a premium brand with a
higher price tag. "We want to take the brand endorsement market to the next level. We are considering different
partnership models with companies, moving beyond simple fee-based tie-ups. The idea is to change his positioning and
steer him away from being seen as a mass-market brand," said Arun Pandey president, Rhiti Sports, which handles his
brand engagements. The euphoria has also impacted movie stars, whose share of the endorsement pie is expected to
shrink this year. According to TAM Media Research, 2010 saw Bollywood celebrities cornering a 85.3 per cent of the
endorsement pie. Sportspersons settled for a more humble 12.3 per cent and that too was dominated by cricketers.
"The new-found popularity of sports icons will change the equation. We estimate that the contribution of sports will rise
to 30 per cent this year while Bollywood's share will come down," said Bunty Sajdeh, CEO, Cornerstone Sports and
Entertainment.Top stars say Shah Rukh Khan's fee has fallen to Rs 1.5 crore from Rs 2.5-3 crore. Hritik Roshan is
charging Rs 1.2-1.5 crore, down from the earlier price tag of 1.75 crore. Abhishek Bachchan's fee has slipped by onefourth. Imran Khan and Ranbir Kapoor charge Rs 1.5-2 crore. Surely, Bollywood is giving way a bit to the new noncricket sports icons.
***********************
Sports stars cash in on dream run
Source: Rediff.com; Date: May 2, 2011
The hope of a rich medal haul in the London Olympics next year and victory in the world cup cricket have led to a huge
increase in the endorsement fee charged by winners in last year's Commonwealth Games and cricketers. While most
Commonwealth Games winners are asking for 20-35 per cent more, the young stars of India's world cup win have
doubled their rates. Devraj Sanyal, CEO of Percept Sports & Entertainment, which has many of these players as clients,
says, "With the Olympics next year, there is euphoria in the endorsement market in identifying potential medal winners.
As a result, many Commonwealth medal winners have seen a spurt in rates. The response has been very good. Most of
these deals will be finalised by September-October."
Sanyal says for the next six-eight months, sportsmen will dominate film stars in the endorsement market. With India
winning 101 medals in the Commonwealth Games and 61 in the Asian Games in China, there is a lot of interest among
companies in roping in the winners.For instance, boxer Vijendra Kumar is charging Rs 1 crore in the run-up to the
London Olympics. He was getting Rs 70-80 lakh just after the Commonwealth Games. Badminton player Saina
Nehwal's fee has risen from Rs 50-60 lakh to Rs 80 lakh. Shooting stars Gaurav Narang and Abhinav Bindra are
charging Rs 80 lakh for a year. Bindra was earlier available for Rs 60 lakh Sushil Kumar, who used to charge Rs 20
lakh, has doubled his fee. He is already endorsing three brands, Body Fuelz (a sports nutrition brand), Sahara and
Eicher Tractors. Recently, Vijender and he were signed up by Pepsi and the National Egg Coordination Committee,
respectively. Among the latest deals signed by Saina Nehwal are Herbalife, a direct selling company for nutrition and
energy products and fitness supplements, and Fortune Plus edible oil, an Adani Wilmar group brand.
In cricket, the main beneficiaries have been the younger players. "A lot of companies now want to get associated with
cricket players. The victory has not only benefited the most popular players but also the younger cricketers, who earlier
did not get enough attention," said Melroy D'Souza, PMG Chief Operation Officer, Madison World's Sports Management
Company. Yuvraj Singh has doubled his fee from Rs 1.5-2 crore to Rs 3-4 crore. Viraat Kohli is looking at Rs 2 crore,
Monthly Media Dossier
May 2011
Page 27 of 121
almost double of what he used to charge before the world cup. Suresh Raina, who played a crucial role in India's win
over Pakistan, has increased his fee from Rs 55 lakh to over Rs 1 crore. And Gautam Ghambhir, industry sources say,
is charging Rs 3 crore per endorsement. Endorsement companies say the big boys of cricket are also looking for the
moolah Mahendra Singh Dhoni and Sachin Tendulkar are demanding 20-30 per cent more. Dhoni is asking for Rs 8-10
crore, while Tendulkar is available for Rs 3-5 crore. Dhoni's agency now wants to sell him as a premium brand with a
higher price tag. "We want to take the brand endorsement market to the next level. We are considering different
partnership models with companies, moving beyond simple fee-based tie-ups. The idea is to change his positioning and
steer him away from being seen as a mass-market brand," said Arun Pandey president, Rhiti Sports, which handles his
brand engagements. The euphoria has also impacted movie stars, whose share of the endorsement pie is expected to
shrink this year. According to TAM Media Research, 2010 saw Bollywood celebrities cornering a 85.3 per cent of the
endorsement pie. Sportspersons settled for a more humble 12.3 per cent and that too was dominated by cricketers.
"The new-found popularity of sports icons will change the equation. We estimate that the contribution of sports will rise
to 30 per cent this year while Bollywood's share will come down," said Bunty Sajdeh, CEO, Cornerstone Sports and
Entertainment.Top stars say Shah Rukh Khan's fee has fallen to Rs 1.5 crore from Rs 2.5-3 crore. Hritik Roshan is
charging Rs 1.2-1.5 crore, down from the earlier price tag of 1.75 crore. Abhishek Bachchan's fee has slipped by onefourth. Imran Khan and Ranbir Kapoor charge Rs 1.5-2 crore. Surely, Bollywood is giving way a bit to the new noncricket sports icons.
***********************
Iris India appoints Ashish Mathur as MD
Source: Exchange4media.com, Date: May 19, 2011
To steer it through its phase of robust growth, iris, the London headquartered integrated marketing agency, has
appointed Ashish Mathur as its new Managing Director for India. Mathur has been Senior Vice President, Experiential,
at iris since October 2009. He will now oversee the running of the 60-strong agency and its work for key clients, which
include Coca-Cola, Sony Ericsson, Microsoft and adidas. Commenting on the development, Stewart Shanley, COO, iris,
said, “Ashish is a natural fit as MD in these exciting times for us. India is one of the fastest evolving markets in the world
and we are working with some great clients and winning a lot of new business. Ashish has a big job on his hands and
he’s the right man to steer the agency through this special growth phase of the India office, while also consolidating our
existing business here.” Mathur brings over 25 years of experience in developing experiential and integrated marketing
programmes for clients across industry segments. Prior to joining iris, he was Senior Vice President, Activation at
Publicis, and before that was COO (N & E) of Percept D’Mark. Before joining Percept, Mathur had headed Ogilvy’s
Activation business. During his career, he has worked on a range of global blue chip brands such as American Express,
Beam Global, GSK, General Motors, Motorola, Aviva and Google. Mathur said, “I am with iris because I strongly share
the agency’s belief in the power of ‘ideas’ and the integrated marketing solutions we provide. During my time here, I
have worked with some amazing people on some innovative and truly integrated campaigns and done things another
agency would never have believed in. Clients love iris because of our ability to think and do things differently.” Iris’ India
operation works with a number of global and local clients, including Sony Ericsson, Coca-Cola, Microsoft, adidas, Shell,
Dell, MTS, Centum Learning, and Alpha G:Corp, among others. Meanwhile, iris has announced the global launch of its
new bespoke social media content division – Urgent Genius. It will act as a creative hub, producing fast and effective
online content in response to topical issues and trends for clients such as Sony Ericsson and adidas. Urgent Genius
was conceived by Jon Burkhart, Social Media Creative Director, iris, in London in July 2010. Tom Poynter, Joint CEO of
iris London, will lead the Urgent Genius entity globally. The effectiveness of content will be measured by the Urgent
Genius Index and a bespoke performance-related pay model.
***********************
PERCEPT ACTIV
Percept Activ wins Bihar Govt’s BTL mandate to promote tourism
Monthly Media Dossier
May 2011
Page 28 of 121
Source: Exchange4media.com, Date: May 2, 2011 issue
Percept Activ has bagged the mandate to carry out BTL activities for Bihar Government in order to develop tourism in
the state. The tenders were floated about a month back, which had seen the participation of about six agencies. From
the final three shortlisted, Percept Activ and Sphere Travel Media have finally been appointed the duties to work on the
project. Confirming the news, Sanjay Shukla, COO, Precept Activ, said, “We were waiting for the results and we got the
confirmation about a week ago. As per the letter of confirmation we have received, Precept Activ, along and Sphere
Travel Media, have been appointed as the agencies to handle the activities. We are in talks with the Government now
on taking this forward.” Most of the states in India are now spending hugely on promotion of their state tourism through
ATL and BTL activities. Bihar Government wants to develop the state as a major tourist destination. The activities to be
executed under the same would be pan India and reach out to the masses. Commenting on the reason for winning the
mandate, Shukla said, “We got the mandate because of our expertise in the field of activations and event management.
Moreover, we have experience in projects like these as we have worked with State Tourism Boards like Rajasthan
Tourism Board before. Our reach and network is huge not only on India but internationally as well. All these factors put
us ahead of the others and made us the best fit for the project.”
***********************
Face2Face: In conversation with Sanjay Shukla, Percept Activ
Source: Exchange4media.com, Date May 05, 2011
“Many brands are spending as good as 30-odd per cent of their spends on BTL activities now. Though there are no
trusted facts available, the business this industry is doing is estimated to be Rs 1,000 crore,” informs Sanjay Shukla,
COO, Percept Activ
“We would like to be the No. 1 agency in India in the BTL space”
Experiential marketing, touted as a Rs 1,000-crore industry in India today, is growing phenomenally and the growth
hasn’t gone unnoticed by any of the large media players be it within the country or internationally. Most of the big media
companies have either started their own event and activation divisions or are acquiring the small but successful players.
Percept, which already has several event properties to its name under Percept D Mark, also began its full fledged
operations in below the line brand communication space in September 2010 with Percept Activ. The agency creates
and provides customised BTL solutions to brands to enable them to effectively connect with their target audiences. The
agency completed six months few days ago. Deepika Bhardwaj from Face2Face spoke to Sanjay Shukla, COO,
Percept Activ, to find out more about the progress of the company and the vision ahead.
Percept Activ has recently completed six months of its operations in India. How has the journey been?
The journey has really been fantastic. I believe we have made a lot of difference in a very short span of time and I feel
happy about it. We have worked closely with the brands, made a difference in their communications and have stayed
with them. The brands which have associated with us have been with us for long. We strategise and plan a calendar of
activities for the brand in order to give it a complete boost. We have managed to get accounts on retainer which is
something new in BTL Industry. But this is just the beginning. Future is definitely brighter. And I am all kicked to take it
to new heights.
Percept already had various event and entertainment properties in its stable. What was the main idea of coming
up with Percept Activ. How have you been able to fare in that direction?
Yes, we were doing events as a part of PDM earlier. We had done remarkably well for past 3 years and the scope of
work was increasing every day. The business was growing at 100%, so the management decided to start an entirely
different SBU. We realized that this pie is very large and growing every day, moreover the big media companies were
investing hugely in buying out agencies. So we decided to get into this space dedicatedly. Worldwide BTL spends have
Monthly Media Dossier
May 2011
Page 29 of 121
been about 30 odd percent while in India it is still 10 to 12 percent, so there is tremendous growth potential.I think we
have been able to do fairly well. We are working as a strategy partner with the brands. We have associated with the
companies with a long term vision. The idea is not to be a fly by night operator, but be partners for our clients. I would
prefer to have few clients...but I would like to do all for them. We have the capability to give them everything they want.
This sector is set to grow phenomenally but there is no organised large scale agency operating. Our vision is to take
this position and be the number one. We have invested a lot on strategy and have experienced people on board. Our
constant focus now is to make it big, the best.
Which major accounts/activations has the agency bagged in the last few months? Any major wins with multiple
agencies pitching in?
We are doing activations for clients who have been with us for long like Mastercard, Canon, Wrigley, Dabur. In fact we
have just got over with the activation for Dabur Oxy which spanned in about 30 to 40 cities. We have also acquired
some new accounts such as Samsung, Nerolac Paints and Bihar tourism to name a few. We are also scaling our
network in SARC countries. We have recently done some work in Sri Lanka, Bhutan and Bangladesh.
Are there any clients among these businesses who have taken the BTL way of marketing for the first time?
How is Percept Activ helping them position better in the market?
No, most of the clients we are working with were doing activations earlier also but were doing it with multiple players.
After we have pitched in, the scale at which these brands are doing activations has gone up and they are coming back
asking for more. There is an additional benefit to the brands when they are working with us because of the advantage of
cross-leveraging synergies and strengths across our group companies. They can get everything they want to at a single
place.
What is the response of marketers to these activities?
When a client is doing more work year on year with us, and is retaining and repeating us year on year, I think it is the
best testimony for the kind of work we do. Our long term association with the brands speaks of its own.
What’s the average spend of brands towards marketing through ground activations now? Have you seen an
upward trend here?
Many brands are spending as good as 30-odd per cent of their spends on BTL activities now. Though there are no
trusted facts available, the business this Industry is doing is estimated to be Rs 1,000 crore. Earlier, people gave
quizzical looks while talking about events and activations, but it’s become an essential marketing activity in today’s
scenario.
You started with offices in 8 cities initially. How are you now planning to expand the operations? Has the
franchisee model also been put in place that was initially planned?
We are in 8 cities right now and there are 27 franchisee operations pan India. The franchisee model we have now is
where person working with us can work with anyone else too. But the plan now is to launch franchisees which would
work exclusively for us. But it will take some time.
How has your personal experience been in taking the new SBU forward? What will be your main area of focus
in the coming days?
I am really excited and I have great plans to take this company forward. I would like to get to the No. 1 position and
would want to create a culture and organization that will last for ages to come. We started from scratch and have grown
at a rapid pace. The next plan for us is to get a larger network especially Tier 2 –Tier 3 cities which are doing great
business. Spends in these cities are going to go up so we plan to focus in this space as well.
Where do you see Percept Activ specialising in: Brand activations/ Events/ MICE or something more?
The idea is to provide one stop shop in the entire BTL space.
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May 2011
Page 30 of 121
*******************
Percept Activ bags Bihar Government’s BTL mandate
Source: Allaboutoutdoor.com, Date: May 20, 2011
Percept Activ won the BTL mandate for Bihar Government to develop the tourism in the state of Bihar. Along with the
Bihar State Tourism Development Corporation, Percept Activ organised a two day road show on May 5 - 6, 2011 in
Thimpu to promote the Art, Culture, Cuisine and the Tourism of Bihar. The road show and the exhibitions were
inaugurated by Mr. Nitish Kumar, Chief Minister, Bihar. This was further followed by a traditional dance performance
from Bihar. During the road show different art forms including the renowned Madhubani paintings and other types of
handicrafts were exhibited along with the cuisines of Bihar. While the road show was held at the Tarayana Centre, the
unique Bihari cuisine was put on the show at the luxurious Taj Tashi Resort. Similar activities will be carried out shortly
in other parts of the world to promote Bihar Tourism.
Commenting, Mr. Sanjay Shukla, COO, Percept Activ said, “We are happy to be associated with Bihar Government. In
the last few years the Bihar Government has taken lots of steps to encourage tourism in Bihar specially to Bhodh Gaya.
We are working on some more plans to promote the same in the coming months and are in talks with the tourism board
on the same. The idea is to create Buddhist Circuit.” With its extensive reach and expertise, Percept Activ will aid the
Bihar Government to develop and promote Bihar as a major ‘Tourist Destination’ across India and inthe various parts of
the world.
PDM India was formed in 1994 with the vision to help brands create a 360-degree communication approach. In the
years after its genesis, PDM has established itself as India’s leading Experiential Marketing Company. PDM leads in the
following core domains: Sports Management, Wedding Management, Fashion & Entertainment Management, Brand
Activation, Intellectual Properties, MICE and Sponsorship Management.
******************************
Percept Activ bags Bihar Government’s BTL mandate
Source: Bestmediainfo.com, Date: May 20, 2011
Monthly Media Dossier
May 2011
Page 31 of 121
To promote Bihar Tourism across India and in the various parts of the world.Percept Activ won the BTL mandate for
Bihar Government to develop the tourism in the state of Bihar. Along with the Bihar State Tourism Development
Corporation, Percept Activ organised a two day road show on May 5 – 6, 2011 in Thimpu to promote the Art, Culture,
Cuisine and the Tourism of Bihar.The road show and the exhibitions were inaugurated by Mr. Nitish Kumar, Chief
Minister, Bihar. This was further followed by a traditional dance performance from Bihar. During the road show different
art forms including the renowned Madhubani paintings and other types of handicrafts were exhibited along with the
cuisines of Bihar. While the road show was held at the Tarayana Centre, the unique Bihari cuisine was put on the show
at the luxurious Taj Tashi Resort. Similar activities will be carried out shortly in other parts of the world to promote Bihar
Tourism
Commenting, Sanjay Shukla, COO, Percept Activ said, “We are happy to be associated with Bihar Government. In the
last few years the Bihar Government has taken lots of steps to encourage tourism in Bihar specially to Bhodh Gaya. We
are working on some more plans to promote the same in the coming months and are in talks with the tourism board on
the same. The idea is to create Buddhist Circuit.”With its extensive reach and expertise, Percept Activ will aid the Bihar
Government to develop and promote Bihar as a major ‘Tourist Destination’ across India and in the various parts of the
world.
******************************
Percept Activ bags Bihar Government’s BTL mandate
Source: Network2media.com, Date: May 20, 2011
Percept Activ has won the BTL mandate for Bihar Government to develop tourism in the state of Bihar . Along with the
Bihar State Tourism Development Corporation, Percept Activ organised a two day road show on May 5 - 6, 2011 in
Monthly Media Dossier
May 2011
Page 32 of 121
Thimpu to promote the Art, Culture, Cuisine and Tourism of Bihar.The road show and the exhibitions were inaugurated
by Nitish Kumar, chief minister, Bihar. This was further followed by a traditional dance performance from Bihar. During
the road show, different art forms including the renowned Madhubani paintings and other types of handicrafts were
exhibited along with the cuisines of Bihar.While the road show was held at the Tarayana Centre, the unique Bihari
cuisine was put on the show at the luxurious Taj Tashi Resort. Similar activities will be carried out shortly in other parts
of the world to promote Bihar Tourism.
Commenting on this initiative, Sanjay Shukla, COO, Percept Activ, said, "We are happy to be associated with Bihar
Government. In the last few years, the Bihar Government has taken a lot of steps to encourage tourism in Bihar,
specially to Bhodh Gaya. We are working on some more plans to promote the same in the coming months and are in
talks with the tourism board on the same. The idea is to create a Buddhist Circuit." With its extensive reach and
expertise, Percept Activ will aid the Bihar Government to develop and promote Bihar as a major 'Tourist Destination'
across India and in various parts of the world.
**********************
Percept Activ bags Bihar's BTL mandate to promote tourism
Source: TrsvelBizMonitor; Date: May 20, 2011
The mandate to carry out BTL activities for the Bihar Government in order to promote tourism in the state has been won
by Percept Activ. Percept Active was chosen for the mandate from a total of 6 agencies which responded to the floated
tenders, according to a report by exchange4media.com. Percept Activ organised a two day road show on May 5 - 6,
2011 in Thimpu to promote Bihar tourism. The road show and the exhibitions were inaugurated by Nitish Kumar, Chief
Minister, Govt of Bihar. During the road show different art forms including the renowned Madhubani paintings and other
types of handicrafts were exhibited along with the cuisines of Bihar. While the road show was held at the Tarayana
Centre, the unique Bihari cuisine was put on the show at the luxurious Taj Tashi Resort. Similar activities will be carried
out shortly in other parts of the world to promote Bihar Tourism. Sanjay Shukla, COO, Percept Activ, said, “We were
waiting for the results and recieved the confirmation about a week ago. As per the letter of confirmation we have
received, Precept Activ, along and Sphere Travel Media, have been appointed as the agencies to handle the activities.”
Most of the states in India are now spending hugely on promotion of their state tourism through ATL and BTL activities.
The Bihar Government intends to develop the state as a major tourist destination, and the activities to be executed
under the same are planned to be pan India and reach out to the masses. “We won the mandate owing to our expertise
in activations and event management. Moreover, we have experience in projects like these as we have worked with
State Tourism Boards like the Rajasthan Tourism Board earlier. Our reach and network is huge both in India and
overseas. All these factors put us ahead of the others and made us the best fit for the project," Shukla added.
*****************************
Percept Activ manages ‘Nerolac Preferred Painter’ meet
Source: EventFaqs; Date: May 23, 2011
Percept Activ acquired the Nerolac account after a multi-agency pitch and bagged the mandate to conduct the Nerolac
Preferred Painters meets across more than 50 cities across India. This program is an umbrella annual program which
began mid-April and will continue until June. Percept Activ won the pitch based on its merit of the concept coupled with
its strengths of trained manpower and network. The objective of the meet is to build an authenticated database of new
painters. The target is to create a customised database of close to 10,000 new painters on board with Nerolac, which is
conducted in conjunction with the marketing team, local sales team and the agency team working in close tandem to
create a platform which meets the end objective. The painters invited are taken through the company vision, product
portfolio and benefits of association. The meets are phase-I of the program that will be followed up with regular
interactions between the painters and the company. Commenting on the association, Sanjay Shukla, COO, Percept
Activ said: "We are thrilled to have bagged this prestigious account and look forward to a fruitful association with
Monthly Media Dossier
May 2011
Page 33 of 121
Nerolac. The program is just the kind of campaign that we thrive on to showcase our strengths, and partnering in these
campaigns gives us insights into the working of a client and his internal and external customers. We hope to take this
program to the next level with the client" Speaking about the initiative, Yatnesh Pandey, Senior Manager Marketing,
Nerolac said: "Launching ‘Nerolac Premium Painters' club (NPP) loyalty program is part of our strategic move to
connect with our influencers. Under this program, we are going to enroll 10,000 painters in phase-I. We had selected
PDM for this activation because of their wide reach network and strength in grass root activations."
******************************
Percept Activ starts BTL activity to promote Bihar tourism
Source: Indiantelevision.com, Date: May 20, 2011
Percept’s brand activation arm, Percept Activ, recently organised a two-day road show starting 5 May in Thimpu to
promote the art, culture, cuisine and tourism of Bihar. The below-the-line activity was organised along with the Bihar
State Tourism Development Corporation. The agency had won the BTL mandate for Bihar Government to develop the
tourism in the state of Bihar in the beginning of this month. The road show and the exhibitions were inaugurated by
Bihar Chief Minister Nitish Kumar. This was further followed by a traditional dance performance from Bihar. During the
road show different art forms including the renowned Madhubani paintings and other types of handicrafts were exhibited
along with the cuisines of Bihar. Percept Activ COO Sanjay Shukla said, “We are happy to be associated with Bihar
Government. In the last few years the Bihar Government has taken lots of steps to encourage tourism in Bihar specially
to Bhodh Gaya. We are working on some more plans to promote the same in the coming months and are in talks with
the tourism board on the same. The idea is to create Buddhist Circuit.” Percept Activ aims to aid the Bihar Government
to develop and promote Bihar as a major ‘Tourist Destination’ across India and in the various parts of the world.
*********************
Percept Activ partners Nerolac; Handles 'Preferred Painter Meet' across 50 cities
Source: Network2media.com, Date: May 27, 2011
Nerolac Paints Limited roped in Percept Activ to handle the 'Nerolac Preferred Painter' meet across 50 cities pan India.
The umbrella branding programme held annually commenced mid – April 2011 and will continue till June 2011. Percept
Activ won this multi agency pitch, based on its merit of concept, coupled with its strengths of trained manpower and
network. With an objective to build an authenticated and customised data base of around 10,000 new painters enlisted
with Nerolac, Percept Activ successfully created a platform that met the end objective. Each meet was conducted in
conjunction with the marketing team, local sales team and the agency. The painters invited were taken through the
company vision, product portfolio and the benefits of the association. Commenting on this initiative, Sanjay Shukla,
Chief Operating Officer, Percept Active, said, "We are thrilled to have bagged this prestigious account, and look forward
to a fruitful association with Nerolac. The programme is just the kind of campaign which we thrive on to showcase our
strengths and partnering in these campaigns gives us insights into the working of a client and his internal and external
customers. We hope to take this programme to the next level with the client."
Elaborated Yatnesh Pandey, Senior Manager Marketing, Nerolac, "Launching 'Nerolac Premium Painters' Club (NPP)
loyalty programme is part of our strategic move to connect with our influencers. Under this programme, we are going to
enroll 10,000 Painters in phase-I. We had selected PDM for this activation because of their wide reach network and
strength in grass root activations."
(The coverage carried the photograph of Mr. Sanjay Shukla)
***************************
Percept Activ wins the esteemed Nerolac account
Source: Medianewsline.com, Allaboutoutdoor.com Date: May 27, 2011
Monthly Media Dossier
May 2011
Page 34 of 121
Nerolac Paints Limited roped in Percept Activ to handle the ‘Nerolac Preferred Painter’ meet across 50 cities pan India.
The umbrella branding program held annually commenced mid – April 2011 and will continue till June 2011. Percept
Active won this multi agency pitch, based on its merit of concept, coupled with its strengths of trained manpower and
network. With an objective to build an authenticated and customised data base of around 10,000 new painters enlisted
with Nerolac, Percept Activ successfully created a platform that met the end objective. Each meet was conducted in
conjunction with the marketing team, local sales team and the agency. The painters invited were taken through the
company vision, product portfolio and the benefits of the association. Commenting Sanjay Shukla, Chief Operating
Officer, Percept Active said, “We are thrilled to have bagged this prestigious account, and look forward to a fruitful
association with Nerolac. The program is just the kind of campaign which we thrive on to showcase our strengths and
partnering in these campaigns gives us insights into the working of a client and his internal and external customers. We
hope to take this program to the next level with the client”
Elaborated Yatnesh Pandey, Senior Manager Marketing, Nerolac,”Launching ‘Nerolac Premium Painters’ Club (NPP)
loyalty program is part of our strategic move to connect with our influencers. Under this program we are going to enroll
10,000 Painters in phase-I. We had selected PDM for this activation because of their wide reach network and strength
in grass root activations.”
( The coverage carried the photograph of Mr. sanjay Shukla along with the images of the campaign)
******************
Percept Activ bags Nerolac account!
Source: Adgully; Date: May 27, 2011
Nerolac Paints Limited roped in Percept Activ to handle the ‘Nerolac Preferred Painter’ meet across 50 cities pan India.
The umbrella branding program held annually commenced mid – April 2011 and will continue till June 2011. Percept
Active won this multi agency pitch, based on its merit of concept, coupled with its strengths of trained manpower and
network. With an objective to build an authenticated and customised data base of around 10,000 new painters enlisted
with Nerolac, Percept Activ successfully created a platform that met the end objective. Each meet was conducted in
conjunction with the marketing team, local sales team and the agency. The painters invited were taken through the
company vision, product portfolio and the benefits of the association. Commenting Sanjay Shukla, Chief Operating
Officer, Percept Activ said, “We are thrilled to have bagged this prestigious account, and look forward to a fruitful
association with Nerolac. The program is just the kind of campaign which we thrive on to showcase our strengths and
partnering in these campaigns gives us insights into the working of a client and his internal and external customers. We
hope to take this program to the next level with the client” Elaborated Yatnesh Pandey, Senior Manager Marketing,
Nerolac, ”Launching ‘Nerolac Premium Painters’ Club (NPP) loyalty program is part of our strategic move to connect
with our influencers. Under this program we are going to enroll 10,000 Painters in phase-I. We had selected PDM for
this activation because of their wide reach network and strength in grass root activations.”
***************************
PERCEPT ICE
Mercedes sports cars launch managed by Percept ICE
Source: Eventfaqs.com, Date May 04, 2011
Mercedes launched an SL and a GL car on May 3 at Taj Palace in New Delhi. With an aim to glamorise the launch,
which was managed by Percept ICE, an alter-ego theme was presented to portray both factors of adventure and
Monthly Media Dossier
May 2011
Page 35 of 121
comfort. The brand is targeting high-end luxury customers. Meera Mull, Senior Branding Manager, Percept ICE, said
that Mercedes decided to portray two facets of a person's personality - an image of "a person who enjoys freedom,
crowd and nightlife, and the other side of a person who would like his own space and comfort." In order to do this, the
set was designed using split LED with one visual in an AV format. Mull further added, "The cars were presented using
visuals of a terrain with a screen highlight of 28.8 by 10 inches and using nightlife visuals on a 7.8 by 10 screen
highlight respectively. The car was presented using a watch out software."
**********************************
Percept ICE Launches Mercedes Benz SL300 and GL500 4MATIC
Source: Eventfaqs, Date May 9, 2011
Percept ICE assisted Mercedes-Benz India launch the SL 350 and the GL 500 4MATIC at the Taj, New Delhi, further reiterating their position of offering the widest product portfolio for the Indian luxury car market. The SL-Class, one of the
most legendary cars in the Mercedes-Benz stable, derives its DNA from the legendary 300 SL ‘Gullwing' and has
always been a favourite among automobile aficionados across the globe. The GL 500 is amongst the most powerful
SUV in Mercedes-Benz's portfolio and it strengthens the company's presence in the increasingly popular SUV segment.
Percept ICE's scintillating launch event for Mercedes Benz showcasing the cars aimed at projecting individualistic
dynamism of the brand with its handcrafted luxury and road dominating experience. The SL300 depicted the 2 in 1
concept portraying Perfection, Passion, Power, Success and Confidence and the GL500 depicted the car's balance
between ruggedness and luxury targeting consumers that love adventure, exploration, power and freedom. The Event
concept was based around alter egos, as some Individuals are on the quest for luxury, convenience and style, while
another segment is on a quest for adventure, freedom and power. Percept ICE unveiled the two most desired consumer
alter egos while showcasing the SL Class and the GL 500. The concept had been developed with the objective of
creating a central theme to highlight the two distinctly different cars being launched. Commenting on the successful
launch Ms. Meera Mull, Senior Manager - Brand Activation, Percept ICE said, "The launch of the super sexy Mercedes
SL and GL cars was powered by an end-to-end LED in a watch-out format technology. The idea was to give the media
a larger-than-life kind of feel of this exotic product. The graphics and the AV preceding the launch were designed to
showcase the USP of the models and the brand positioning of these smoking hot cars."
Mr. Peter Honegg, Managing Director & CEO, Mercedes-Benz India said, "The SL 350 and the GL 500 are two of the
most popular offerings in our portfolio. Both the cars have unique USP's. The SL-Class with its styling, performance and
handling abilities has won hearts globally. We are glad to introduce the SL-Class which is sportier, aggressive, and of
course packed with benchmark Mercedes-Benz safety features and technology. On the other hand the GL 500 being
one of the most powerful SUV's in the world is ideal to suit the tastes of the growing number of off-roading aficionados
in India. I am confident that both the vehicles will woo auto enthusiasts, critics, customers and media alike." The SL
Class complements passion, quest for perfection and pursuit of personal success while the GL 500 meets with the
same sense of purpose when you seek to follow the road less traveled and fulfills your desire for adventure as you tread
on the unbeaten path. Yet, both products are bonded with the same perfection, innovation and style that are intrinsic to
the Mercedes brand character as a whole. Both cars have the same precision and craftsmanship that is signature to
Mercedes and yet both have such contrasting spirits - like ALTER EGOS.
About PDM:
PDM India was formed in 1994 with the vision to help brands create a 360-degree communication approach. In the
years after its genesis, PDM has established itself as India's leading Experiential Marketing Company. PDM leads in the
following core domains: Sports Management, Wedding Management, Fashion & Entertainment Management, Brand
Activation, Intellectual Properties, MICE and Sponsorship Management. PDM is a division of Percept Limited, an
entertainment, media and communications company. With capitalized billings of about INR 26 billion (FY'10), Percept,
today, is at an enviable leadership position with a team of over 1,000 people and 62 offices across India and the Middle
East.
Monthly Media Dossier
May 2011
Page 36 of 121
*************************
Percept ICE Launches Mercedes Benz SL300 and GL500 4MATIC
Source: Allaboutoutdoor.com, Date May 10, 2011
Percept ICE assisted Mercedes-Benz India launch the SL 350 and the GL 500 4MATIC at the Taj, New Delhi, further reiterating their position of offering the widest product portfolio for the Indian luxury car market. The SL-Class, one of the
most legendary cars in the Mercedes-Benz stable, derives its DNA from the legendary 300 SL ‘Gullwing’ and has
always been a favourite among automobile aficionados across the globe. The GL 500 is amongst the most powerful
SUV in Mercedes-Benz’s portfolio and it strengthens the company’s presence in the increasingly popular SUV segment.
Percept ICE’s scintillating launch event for Mercedes Benz showcasing the cars aimed at projecting individualistic
dynamism of the brand with its handcrafted luxury and road dominating experience. The SL300 depicted the 2 in 1
concept portraying Perfection, Passion, Power, Success and Confidence and the GL500 depicted the car’s balance
between ruggedness and luxury targeting consumers that love adventure, exploration, power and freedom. The Event
concept was based around alter egos, as some Individuals are on the quest for luxury, convenience and style, while
another segment is on a quest for adventure, freedom and power. Percept ICE unveiled the two most desired consumer
alter egos while showcasing the SL Class and the GL 500. The concept had been developed with the objective of
creating a central theme to highlight the two distinctly different cars being launched.
Commenting on the successful launch Ms. Meera Mull, Senior Manager - Brand Activation, Percept ICE said, “The
launch of the super sexy Mercedes SL and GL cars was powered by an end-to-end LED in a watch-out format
technology. The idea was to give the media a larger-than-life kind of feel of this exotic product. The graphics and the AV
preceding the launch were designed to showcase the USP of the models and the brand positioning of these smoking
hot cars. “ Mr. Peter Honegg, Managing Director & CEO, Mercedes-Benz India said, “The SL 350 and the GL 500 are
two of the most popular offerings in our portfolio. Both the cars have unique USP’s. The SL-Class with its styling,
performance and handling abilities has won hearts globally. We are glad to introduce the SL-Class which is sportier,
aggressive, and of course packed with benchmark Mercedes-Benz safety features and technology. On the other hand
the GL 500 being one of the most powerful SUV’s in the world is ideal to suit the tastes of the growing number of offroading aficionados in India. I am confident that both the vehicles will woo auto enthusiasts, critics, customers and
media alike.” The SL Class complements passion, quest for perfection and pursuit of personal success while the GL
500 meets with the same sense of purpose when you seek to follow the road less traveled and fulfills your desire for
adventure as you tread on the unbeaten path. Yet, both products are bonded with the same perfection, innovation and
style that are intrinsic to the Mercedes brand character as a whole. Both cars have the same precision and
craftsmanship that is signature to Mercedes and yet both have such contrasting spirits – like ALTER EGOS.
(The coverage carried photograph of Ms. Meera Mull and Mr. Peter Honegg along with the images of the campaign)
*************************
Percept ICE launches Mercedes Benz SL300 and GL500 4MATIC
Source: Network2media.com, Date May 10, 2011
Percept ICE assisted Mercedes-Benz India launch the SL 350 and the GL 500 4MATIC at the Taj, New Delhi, further reiterating their position of offering the widest product portfolio for the Indian luxury car market. The SL-Class, one of the
most legendary cars in the Mercedes-Benz stable, derives its DNA from the legendary 300 SL 'Gullwing' and has
always been a favourite among automobile aficionados across the globe. The GL 500 is amongst the most powerful
SUV in Mercedes-Benz's portfolio and it strengthens the company's presence in the increasingly popular SUV segment.
Percept ICE's scintillating launch event for Mercedes Benz showcasing the cars aimed at projecting individualistic
dynamism of the brand with its handcrafted luxury and road dominating experience. The SL300 depicted the 2 in 1
concept portraying Perfection, Passion, Power, Success and Confidence and the GL500 depicted the car's balance
between ruggedness and luxury targeting consumers that love adventure, exploration, power and freedom The Event
Monthly Media Dossier
May 2011
Page 37 of 121
concept was based around alter egos, as some Individuals are on the quest for luxury, convenience and style, while
another segment is on a quest for adventure, freedom and power. Percept ICE unveiled the two most desired consumer
alter egos while showcasing the SL Class and the GL 500. The concept had been developed with the objective of
creating a central theme to highlight the two distinctly different cars being launched.
Commenting on the successful launch Meera Mull, Senior Manager - Brand Activation, Percept ICE, said, "The launch
of the super sexy Mercedes SL and GL cars was powered by an end-to-end LED in a watch-out format technology. The
idea was to give the media a larger-than-life kind of feel of this exotic product. The graphics and the AV preceding the
launch were designed to showcase the USP of the models and the brand positioning of these smoking hot cars. " Peter
Honegg, Managing Director and CEO, Mercedes-Benz India, said, "The SL 350 and the GL 500 are two of the most
popular offerings in our portfolio. Both the cars have unique USP's. The SL-Class with its styling, performance and
handling abilities has won hearts globally. We are glad to introduce the SL-Class which is sportier, aggressive, and of
course packed with benchmark Mercedes-Benz safety features and technology. On the other hand the GL 500 being
one of the most powerful SUV's in the world is ideal to suit the tastes of the growing number of off-roading aficionados
in India. I am confident that both the vehicles will woo auto enthusiasts, critics, customers and media alike." The SL
Class complements passion, quest for perfection and pursuit of personal success while the GL 500 meets with the
same sense of purpose when one seeks to follow the road less travelled and fulfills the desire for adventure as one
treads on the unbeaten path. Yet, both products are bonded with the same perfection, innovation and style that are
intrinsic to the Mercedes brand character as a whole. Both cars have the same precision and craftsmanship that is
signature to Mercedes and yet both have such contrasting spirits – like alter egos.
(The coverage carried the photograph of Ms. Meera Mull and Mr. Peter Honegg along with the images of the campaign)
*************************
Percept Launches Mercedes Benz SL300 ,GL500 4MATIC
Source: Brandstoday.in, Date May 11, 2011
Percept ICE assisted Mercedes-Benz India launch the SL 350 and the GL 500 4MATIC at the Taj, New Delhi, further reiterating their position of offering the widest product portfolio for the Indian luxury car market. The SL-Class, one of the
most legendary cars in the Mercedes-Benz stable, derives its DNA from the legendary 300 SL ‘Gullwing’ and has
always been a favourite among automobile aficionados across the globe. The GL 500 is amongst the most powerful
SUV in Mercedes-Benz’s portfolio and it strengthens the company’s presence in the increasingly popular SUV segment.
Percept ICE’s scintillating launch event for Mercedes Benz showcasing the cars aimed at projecting individualistic
dynamism of the brand with its handcrafted luxury and road dominating experience. The SL300 depicted the 2 in 1
concept portraying Perfection, Passion, Power, Success and Confidence and the GL500 depicted the car’s balance
between ruggedness and luxury targeting consumers that love adventure, exploration, power and freedom
The Event concept was based around alter egos, as some Individuals are on the quest for luxury, convenience and
style, while another segment is on a quest for adventure, freedom and power. Percept ICE unveiled the two most
desired consumer alter egos while showcasing the SL Class and the GL 500. The concept had been developed with the
objective of creating a central theme to highlight the two distinctly different cars being launched. Commenting on the
successful launch Ms. Meera Mull, Senior Manager – Brand Activation, Percept ICE said, “The launch of the super sexy
Mercedes SL and GL cars was powered by an end-to-end LED in a watch-out format technology. The idea was to give
the media a larger-than-life kind of feel of this exotic product. The graphics and the AV preceding the launch were
designed to showcase the USP of the models and the brand positioning of these smoking hot cars. “
Mr. Peter Honegg, Managing Director & CEO, Mercedes-Benz India said, “The SL 350 and the GL 500 are two of the
most popular offerings in our portfolio. Both the cars have unique USP’s. The SL-Class with its styling, performance and
handling abilities has won hearts globally. We are glad to introduce the SL-Class which is sportier, aggressive, and of
Monthly Media Dossier
May 2011
Page 38 of 121
course packed with benchmark Mercedes-Benz safety features and technology. On the other hand the GL 500 being
one of the most powerful SUV’s in the world is ideal to suit the tastes of the growing number of off-roading aficionados
in India. I am confident that both the vehicles will woo auto enthusiasts, critics, customers and media alike.”
The SL Class complements passion, quest for perfection and pursuit of personal success while the GL 500 meets with
the same sense of purpose when you seek to follow the road less traveled and fulfills your desire for adventure as you
tread on the unbeaten path. Yet, both products are bonded with the same perfection, innovation and style that are
intrinsic to the Mercedes brand character as a whole. Both cars have the same precision and craftsmanship that is
signature to Mercedes and yet both have such contrasting spirits – like ALTER EGOS.
***********************
Monthly Media Dossier
May 2011
Page 39 of 121
P9 INTEGRATED
P9 Integrated helps Tata Photon speed its way with Fast and Furious 5
Source: Audiencematters.com, Date May 7, 2011
P9 Integrated, the 360 degree entertainment marketing company of Percept Ltd, has created co-branded association for
Tata Photon with the movie Fast and Furious 5, the latest installment of The Fast and the Furious film franchise. In this
alliance, P9 Integrated has worked on the concept of “getting more time through more speed”. With Tata Photon’s
tagline ‘Get Speed Get time’, P9 Integrated made the commercials keeping speed in mind as it is also integral with the
movie Fast and Furious 5’s theme. P9 Integrated has created three commercials of 30 seconds, 15 seconds and 10
seconds each for the association. The whole visual was created using shots from the movies, animations and product
shots. Along with these shots of character from the movie, speeding moments and racing cars were also used. The
voice over in the promo speaks about getting more time with more speed, which connects to movie, wherein the faster
you are the better and more time you get. Tata Photon is strongly positioned on ‘getting more time for self’ which is
enabled with the high speed internet service of Tata Photon and resulting in more time. The association with F&F5 is
not just another film association. In this edition of Fast and Furious, the importance of “Speed” is in the context of “Time”
which is where we are glad to associate with the film as it further brings alive our brand positioning in a relevant and
engaging manner with the film setting, said Mr Shashank Pore, Head Brand Communication & VAS, Tata Teleservices
Limited.” On behalf of Paramount Picture, Jacinto Fernandes, Head of Marketing, Paramount Picture said, “We are
happy to Partner with Tata Photon for the movie Fast & Furious 5. The film itself is a big franchisee and it’s a win-win
situation for both. Fast & Furious 5 is already a big hit worldwide and we are expecting the movie to be biggest
blockbuster movie in India this summer.”
Speaking on the association, PritieJadhav, COO, P9 Integrated said, “P9’s endeavour has always been to create a
perfect marriage for the brands and the movies they are associating with. The idea of making any co-branded
association successful is to make sure it is not just beneficial to the brand but also to the movie during promotions.” P9
also worked on the association of FAST & FURIOUS 4 with Bajaj Pulsar and Force India F1. Recently, P9 Integrated
created history by coming out with India’s first Advertiser Funded song. Previously, P9 Integrated has also handled the
co-branded association for brands like Force Motors, Godrej Interio, Gojiyo, Dixcy Scott and for films like Dabangg
,Anjaana-Anjaani.
**************************
P9 partners with the movie Fast and Furious 5 for Tata Photon
Source: Adgully.com, Date May 6, 2011
P9 Integrated, the 360 degree entertainment marketing company of Percept Ltd, has created co-branded association for
Tata Photon with the movie Fast and Furious 5, the latest installment of The Fast and the Furious film franchise. In this
alliance, P9 Integrated has worked on the concept of “getting more time through more speed”. With Tata Photon’s
tagline ‘Get Speed Get time’, P9 Integrated made the commercials keeping speed in mind as it is also integral with the
movie Fast and Furious 5’s theme. P9 Integrated has created three commercials of 30 seconds, 15 seconds and 10
seconds each for the association. The whole visual was created using shots from the movies, animations and product
shots. Along with these shots of character from the movie, speeding moments and racing cars were also used. The
voice over in the promo speaks about getting more time with more speed, which connects to movie, wherein the faster
you are the better and more time you get. Tata Photon is strongly positioned on ‘getting more time for self’ which is
enabled with the high speed internet service of Tata Photon and resulting in more time. The association with F&F5 is
not just another film association. In this edition of Fast and Furious, the importance of “Speed” is in the context of “Time”
which is where we are glad to associate with the film as it further brings alive our brand positioning in a relevant and
engaging manner with the film setting, said Mr Shashank Pore, Head Brand Communication & VAS, Tata Teleservices
Monthly Media Dossier
May 2011
Page 40 of 121
Limited.” On behalf of Paramount Picture, Jacinto Fernandes, Head of Marketing, Paramount Picture said, “We are
happy to Partner with Tata Photon for the movie Fast & Furious 5. The film itself is a big franchisee and it’s a win-win
situation for both. Fast & Furious 5 is already a big hit worldwide and we are expecting the movie to be biggest
blockbuster movie in India this summer.”Speaking on the association, Pritie Jadhav, COO, P9 Integrated said, “P9’s
endeavour has always been to create a perfect marriage for the brands and the movies they are associating with. The
idea of making any co-branded association successful is to make sure it is not just beneficial to the brand but also to the
movie during promotions.” P9 also worked on the association of FAST & FURIOUS 4 with Bajaj Pulsar and Force India
F1. Recently, P9 Integrated created history by coming out with India’s first Advertiser Funded song. Previously, P9
Integrated has also handled the co-branded association for brands like Force Motors, Godrej Interio, Gojiyo, Dixcy Scott
and for films like Dabangg , Anjaana-Anjaani.
**************************
P9 helps Tata Photon associate with Fast and Furious 5
Source: Indiantelevision.com, Afaqs.com, Date May 9, 2011
P9 Integrated, the 360 degree entertainment marketing company of Percept Ltd, has created co-branded association for
Tata Photon with Fast and Furious 5, the latest film of The Fast and the Furious film franchise.In this alliance, P9
Integrated has worked on the concept of "getting more time through more speed". With Tata Photon's tagline 'Get
Speed Get time', P9 Integrated made the commercials keeping speed in mind as it is also integral with the theme of
Fast and Furious 5. Speaking on the association, P9 Integrated COO Pritie Jadhav said, "P9's endeavour has always
been to create a perfect marriage for the brands and the movies they are associating with. The idea of making any cobranded association successful is to make sure it is not just beneficial to the brand but also to the movie during
promotions." P9 Integrated has created three commercials of 30 seconds, 15 seconds and 10 seconds each for the
association. The whole visual was created using shots from the movies, animations and product shots. Along with these
shots of character from the film, speeding moments and racing cars were also used. Said Paramount Pictures, Head of
Marketing Jacinto Fernandes, "We are happy to partner with Tata Photon for Fast & Furious 5. The film itself is a big
franchisee and it's a win-win situation for both. The film is already a big hit worldwide and we are expecting that the film
will be the biggest blockbuster movie in India this summer." P9 also worked on the association of Fast & Furious 4 with
Bajaj Pulsar and Force India F1.
*************************
Monthly Media Dossier
May 2011
Page 41 of 121
PERCEPT TALENT
Marriage is a bout where loss is victory: Vijender
Source: The Indian Express, Date: May 18, 2011
It was a low-key ceremony attended by close family and friends that marked the marriage of Olympic medallist boxer
Vijender Singh with Archana, a software engineer. “Marriage is a bout in which a loss is victory,” the ‘just-married’
Vijender said as he stepped out of the “family affair” to pose for the media with his wife. The middleweight boxer tied the
nuptial knot in a small ceremony at the New Delhi’s Flying Club on Tuesday. Though cameras continued to click and
roll, not many celebrities graced the occasion. AICC general secretary Rahul Gandhi was among those who attended.
Others included president of the Indian Boxing Federation Abhay Chautala, Bharatiya Janta Party spokesperson
Shahnawaz Hussain, Congress leader Captain (retd) Satish Sharma, owner of Perfect Relations public relations
company Dilip Cherian and Celebrity Management Company Percept’s, Mr.Shailendra Singh.
***********************
Monthly Media Dossier
May 2011
Page 42 of 121
CONTENT
PERCEPT PICTURES
Raftaar resumes with new name
Source: Mumbai Mirror, Timesofindia.com, Date May 05, 2011
The Percept Picture Companys Raftaar 24X7 starring Emraan Hashmi and Neha Dhupia which was put on hold owing
to the 2009 recession will finally roll. The film will now pay a tribute to its director Shamin Desai who expired January
last year. And it will have a new name too. Talking about the revival,Abhishek Nayar,Head of Marketing,Percept Picture
Company says, New title is yet to be announced.It is currently untitled.I was on a recce in Europe and some places in
India for the song that remains to be shot,which concluded last week.We plan to release it in the second half of the
year.
Raftaar 24x7,originally supposed to release around the same time as Ram Gopal Varmas Rann is about the media
today.The film is complete and will be a tribute to Shamin Desai.The pending film will be shot by Shiraz
Bhattacharya.He was trained by Shamin for this job.Shiraz has done more than 30 ad films and music videos with A list
stars like SRK,Kareena and Priyanka, says Abhishek.
*******************
Raftaar resumes with new name
Source: Bangalore Mirror, Fenilandbollywood.com, Date May 05, 2011
The Percept Picture Company’s Raftaar 24X7, starring Emraan Hashmi and Neha Dhupia which was put on hold owing
to the 2009 recession, will finally roll. The film will now pay a tribute to its director Shamin Desai who passed away
January last year. And it will have a new name too. Talking about the revival, Abhishek Nayar, Head of Marketing,
Percept Picture Company says, “New title is yet to be announced. It is currently untitled. I was on a recce in Europe and
some places in India for the song that remains to be shot, which concluded last week. We plan to release it in the
second half of the year.”
Raftaar 24x7, originally supposed to release around the same time as Ram Gopal Varma’s Rann, is about the media
today. “The film is complete and will be a tribute to Shamin Desai. The pending film will be shot by Shiraz Bhattacharya.
He was trained by Shamin for this job. Shiraz has done more than 30 ad films and music videos with A list stars like
SRK, Kareena and Priyanka,”says Abhishek.
*******************
Percept’s Raftaar 24x7 back on track
Source: Indiantelevision.com, Date May 05, 2011
Percept Picture Company’s Raftaar 24x7, put on hold owing to the 2009 recession and the untimely death of its director
Shamim Desaai, has been revived. Not only will the film pay a tribute to Desai who expired last January from stomach
cancer but will also have a new name to it. The film is based on the life of an acclaimed news reporter ( Emraan
Hashmi) whose personal life and television talk show are at the pinnacle of success. His show is constantly in the
limelight for exposes on politics to prostitution to the underground activities of Delhi. His life takes a U-turn when his
bosses find his show to be too controversial for primetime TV. His next assignment, offered by a dynamic media tycoon,
plunges him into a vortex of violence in a deadly game of cat and mouse. Beneath the veneer of glamour, money,
power and the enviable life of media, lies a truth that is at once unbelievable and shocking. The rest of the film is being
Monthly Media Dossier
May 2011
Page 43 of 121
completed by Shiraz Bhattacharya, who has done more than 30 ad films and music videos with stars like Shah Rukh
Khan, Kareena Kapoor and Priyanka Chopra.
*******************
KHAP to release to on 29th July
Source: Glamsham.com, Date: May 14, 2011
Produced by Sangita Sinha and Siddhant Sinha of Ananda Film & Telecommunications Pvt. Ltd., and Directed by Ajai
Sinha- best known for his TV shows Hasratein, Astitva, Justujoo and Ghar Ek Sapna. Film KHAP, a story about the
Khap Panchayat and the much talked about issue of Honour Killings is all set to release in cinemas on 29th July, 2011.
The film stars veteran actors like Om Puri, Govind Namdev, Manoj Pahwa, Anooradha Patel and Mohnish Bahl
amongst the new talent Yuvika Choudhary who has acted in films like TOH BAAT PAKKI, SUMMER 2007 and OM
SHANTI OM in a cameo and recent release NAUGHTY @ 40. KHAP also introduces a new actor Sarrtaj. The film is
being distributed by Percept Picture Company. The land where KHAP rules, a marriage is not made in heaven.
Here, nothing matters, not even true love. What matters is the age old custom that no one has ever dared to challenge.
KHAP is a tale of two different worlds colliding each other over a love story which we take as a norm in our world. Till
then, in the world of KHAP, a marriage is only sanctioned if it satisfies age old customs. If someone defies their diktat,
an unofficial illegal death sentence is passed and executed in the most gruesome manner. But when the guardians of
the old faith do it to lovers from Delhi, they challenge their supremacy in a way, no one ever dared to do. Is their
marriage made in heaven? The music of KHAP is by Annujj Kappoo and the songs in the film have been sung by ace
singers like Ustad Rahat Fateh Ali Khan, Shaan, Shreya Ghoshal, Jagjit Singh and Rekha Bhardwaj amongst others.
Ananda Film & Telecommunications Pvt. Ltd., the producer of KHAP has produced many T.V soaps over the years.
They have to their name some fabulous work of fiction in Television World like Hasratein, Astitva, Justujoo, Gudgudee,
Samay, Ghar Ek Sapna, Rishtey and many others. Ajai Sinha has also directed a film titled STOP, which released in
2004 and in 2011 he has another film, 3 BACHELORS starring Sharman Joshi, Riya Sen and Riama Sen, lined up for
release other than KHAP. All the mentioned TV serials have also been directed by Ajai Sinha, who is now all set with
his new directorial venture, KHAP.
**************************
Ajai Sinha's Khap to release on 29
Source: Indiantelevision.com, Date: May 16, 2011
Ananda Film & Telecommunications' film Khap is being readied for release on 29 July. Being distributed by Percept
Picture Company, the film is a story about the Khap Panchayat and the much talked about issue of 'Honour Killings'.
The film revolves around two different worlds colliding each other over a love story which we take as a norm in our
world. Till then, in the world of Khap, a marriage is only sanctioned if it satisfies age old customs. If someone defies
their diktat, an unofficial illegal death sentence is passed and executed in the most gruesome manner. But when the
guardians of the old faith do it to lovers from Delhi, they challenge their supremacy in a way, no one ever dared to do.
Produced by Sangita Sinha and Siddhant Sinha, the film has been directed by Ajai Sinha who is best known for his TV
serials like Hasratein, Astitva, Justujoo and Ghar Ek Sapna. The film stars Om Puri, Govind Namdev, Manoj Pahwa,
Anooradha Patel, Mohnish Bahl and newcomer Yuvika Choudhary.
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New kids on the block
Source: The Hindu; Date: May 21, 2011
It's young people who decide the fate of movies. That's Bollywood's mantra, right now. Almost everyone is out to make
a movie with youngsters from Subhash Ghai to Karan Johar to Shah Rukh Khan. For young talent, the opportunity could
not get better. Most of this year's newcomers not only have heavy surnames but also weightier banners backing them.
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Will these new kids on the block deliver? Zoa Morani She's the daughter of one of Shah Rukh Khan's closest friends
and film and events' producer Karim Morani. The Morani brothers have always been associated with SRK's international
events. Little wonder then that Zoa is an SRK ‘discovery'. Roshan Abbas' forthcoming film Always Kabhi Kabhi stars
Zoa alongside three other freshers. No guesses for who is hogging the maximum limelight here. The girl had earlier also
assisted Rajkumar Santoshi on Halla Bol and Farah Khan on Om Shanti Om with no intention of directing but of
familiarising herself with Bollywood and acting. Alia Bhatt While preparing for her International Baccalaureate exams,
Alia Bhatt, the younger daughter of Mahesh Bhatt and Soni Razdan, managed to make time for her debut movie
Student of the Year. Karan Johar is making this teen flick, reportedly inspired by the success of Hollywood's High
School Musical. He has done away with his lucky Shah Rukh Khan in the lead (carving out another special role for him)
and has roped in four youngsters. All of 18, Alia is only too lucky to have not just Dharma Productions backing her first
venture but have Karan Johar directing it too. Arjun Kapoor Boney Kapoor's son was to get a launch-pad under dad's
banner but something went amiss and he's making his debut outside his home banner with no less than YashRaj. Born
to Boney's first wife, Arjun has assisted Nikhil Advani onKal Ho Naa Ho and Salaam-e-Ishq. Like his cousin Sonam
Kapoor, Arjun too had a weight problem. Salman Khan's encouragement got the lad going and he took acting seriously,
while his weight reportedly dropped from 140 kg to 80 kg. Arjun's first film Virus Diwan will see a year-end release. Yfilms, the youth arm of YashRaj, is banking on the debutant to carry the movie about the best hacker in the business on
his shoulders. Varun Dhawan The Dhawan suffix and experience as an Assistant Director on Karan Johar'sMy Name Is
Khan. That was enough to help David Dhawan's younger son Varun net a role in Karan Johar's Student of The Year.
We hope he will focus on his acting skills going forward because even before the release of his film rumours about his
‘affair' with co-star Alia Bhatt are doing the rounds. Rohit Dhawan If his younger sibling has got a dream acting debut,
big brother is not far behind. David Dhawan's elder son is also facing his test by fire this year. His directorial debut Desi
Boyz will release this year-end and boasts a star cast which any established director would be envious of. Amitabh
Bachchan, Akshay Kumar, John Abraham, Deepika Padukone and Chitrangada Singh are part of Rohit's first effort
which seems to be on the lines of a David Dhawan comedy. Narmmadaa Ahuja Govinda's daughter Narmmadaa finally
makes her non-controversial debut this year with a romcom opposite boxer Vijender Singh. Those little birdies tell us
that the film tentatively titled Manchali will feature Govinda and Salman Khan (!) in cameos obviously to enhance its star
value. The film is being produced by Percept Picture Co and directed by Lovely Singh. Tiger Shroff Jackie and Ayesha
Shroff's son has reportedly been signed by Bollywood biggie Sajid Nadiadwala for his next film after the Ranbir Kapoorstarrer Rockstar. While no details are out, the leading lady will be apparently the same one who was finalised at a
recent beauty pageant. Tiger, we hear, has been rigorously gymming and taking acting and diction classes for his
dream Bollywood debut. Ahana Deol She seemed to have decided to give Hollywood a go-by but Ahana has finally
come to the conclusion that the industry that's given her family their bread and butter is worth a try. We hear that
Vikramaditya Motwane, who made last year's sleeper hit Udaan, wishes to cast Hema Malini's elder daughter in his next
film. And news is that she has agreed in principle to play the lead role.
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MEDIA
ALLIED MEDIA
Incredible India pitch call for global print, TV campaigns
Source: Exchange4media.com; Date: May 31, 2011
Ministry of Tourism held a pre-bid meeting with representatives of 13 agencies on May 26, 2011 to clarify certain points
as part of the bid process for Incredible India’s global television and print campaigns.The agencies that attended the
pre-bid meeting included GroupM, OMD, Ogilvy India, MPG, Mindshare, Maxus Global, ZenithOptimedia, Onmicom
Group, Crayons Advertising, Prabhatam Advertising, Integrid Media, Allied Media (Percept), Span Communications,
Purnima Advertising, Carat Media, Sterling Advertising, ITDC and TDI International India Ltd.The call for a fresh pitch
was made on May 19, 2011, following the pre-bid meeting was held between the officials and interested agencies. Last
date for submission of proposals is June 10, 2011.The global television campaign targets major broadcasters like CNN,
BBC, Sky News, National Geographic, Fox, CBS, Discovery and more across America, South East Asia, Europe, Africa,
Australia, Japan, China and a host of other countries. Meanwhile, the print campaign comprises prominent global
publications, including Harvard Business Review, Wall Street Journal, The Economist, Financial Times Worldwide
special reports, How to spend it, and Global Traveller, among others.The global campaign will be undertaken in phases
during the period August/ September 2011 till March 2012. The objective of the Incredible India campaign is to generate
awareness about the tourism products and destinations of the country and to promote India as a preferred tourist
destination in the source markets overseas.
*********************
IPL-4 final scores a six on TV
Source: News.in.msn.com; Date: May 30, 2011
The final match of the Indian Premier League Season 4 (IPL-4) between Chennai Super Kings and Royal Challengers
Bangalore yesterday threw up a surprise.The match clocked a television viewership rating (TVR) of 5.8, higher than the
IPL-3 final's 5.6, according to overnight rating agency aMap. This is a surprise because the average TVR of IPL-4
matches is 2.6, much lower than the IPL-3's 3.1.Eliminator and qualifier matches have also done better than last year.
This year, the TVR of eliminator matches varied between 3.8 (Chennai Super Kings vs Royal Challengers) and 4.1
(Mumbai Indians vs Kolkata Knight Riders). Last year, the TVR of the semi-final matches was between 2.4 and
3.9.Despite record TVR of the final match, most advertisers and media buyers say IPL is losing sheen.According data
from TAM sports last week, the viewership of the first 68 matches was 155 million compared to 143 million for the entire
event last year. Most media buyers said this was because IPL-3 had 60 matches while IPL-4 had 72 matches due to an
increase in the number of teams.The country's largest media agency, Group M, which has some of the biggest clients
like Vodafone and L'Oreal, will become cautious the next season. "IPL ratings have been below expectations. The
average ratings have fallen 15-20 per cent and the CPRP (cost per rating point) was higher than last year. We have to
be a little cautious and will evaluate the 2012 IPL keeping in mind the lack of eyeballs this season," said R Gowthaman,
Managing Director, Mindshare, which is part of Group M.This could prompt big advertisers such as LG, Havells and
Vodafone to call for a cut in ad rates, said senior media buyers.The broadcaster, Multi-Screen Media (MSM), had presold 80-85 per cent inventory at Rs 5-5.5 lakh per 10-second spot. It was planning to increase rates to Rs 10-12 lakh for
the final.
"But due to lower ratings, the broadcaster was forced to sell inventory at Rs 7-8 lakh. The knockout matches had some
unsold inventory," said a senior media buyer.MSM President Rohit Gupta said they sold the final inventory for Rs 15
lakh per 10-second spot.When IPL-4 kicked off in April, MSM, riding the March World Cup wave, increased rates by 2025 per cent. The rates were raised 25-30 per cent to Rs 6.25-6.75 lakh when the tournament began."With back-to-back
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tournaments, there could have been an overdose of cricket. Also, more matches and swap of players between
franchises may have diluted some loyalty built up over the previous seasons," said Shripad Kulkarni, COO, Allied
Media, the media planning and buying arm of Percept Group.
*********************************
Toshiba scouts for media agency; calls for a pitch
Source: Afaqs.com, Date: May 13, 2011
The Japanese firm has called four-five media agencies, including Madison Media, ADK Fortune, Dentsu Media and
Hakuhudo Percept's media arm, Allied Media. The size of the account is estimated at Rs 50 crore.The Japanese
brand Toshiba is looking for a media agency and has called for a media pitch. The size of the account is estimated to be
worth Rs 50 crore. The development has been confirmed by a senior official of the company, on conditions of
anonymity.Toshiba has called four-five agencies to participate in the pitch process, including Madison Media, ADK
Fortune - the joint venture between JWT and Japanese advertising agency ADK, Dentsu Media, and Percept's media
arm, Allied Media. Allied Media is the incumbent agency on the business, while the creative function is handled by
Hakuhodo Percept, with Dentsu handling a few creatives on project basis. In an effort to give the brand a push, Toshiba
had brought on board Bollywood star Vidya Balan in 2008 and launched a series of campaigns featuring her. In 2010,
the company roped in cricketer Sachin Tendulkar. This year, Toshiba launched the 'Bowl to Sachin' campaign during
the fourth season of the Indian Premier League (IPL).For the record, Toshiba India started off as the Indian liaison office
of Toshiba Corporation, Japan, in 1985. In 2002, it became a wholly owned subsidiary of the parent company. Toshiba
Corporation is a multinational conglomerate involved in various businesses such as infrastructure, consumer products,
electronic devices and components, including televisions and laptops.
*****************
Brand IPL loses sheen, TRPs fall
Source: Business Standard; Date: May 23, 2011
The fatigue, the format and the fall in ratings of Indian Premier League (IPL-4) have not deterred Multi-Screen Media
(MSM), the broadcaster, to claim selling 10-second advertisement spot for Rs 15 lakh for the last four matches. But
media buyers say MSM is actually willing to sell these spots at the same rate — Rs 5-5.5 lakh per 10-second spot — of
group matches. “Most of the inventory kept aside for last-minute deals is on the verge of being finalised. The ad spots
for the last leg of IPL will be sold at Rs 15 lakh,” said Rohit Gupta, president-network sales of MSM, which owns SET
Max. The rates will be applicable to the two qualifiers for the final in Mumbai and Chennai on May 24 and 27, the
eliminator on May 25 in Mumbai and the final on May 28 in Chennai. SET Max is estimated to earn Rs 900 crore from
ad sales alone during this IPL season. The latest TRP figures issued by TAM Sports, a unit of TAM Media Research, for
the first 59 matches in IPL-4 show that ratings have hit a new low of 3.84 against IPL-3’s 6.36, IPL-2’s 4.66 and the The
first season’s 5.39. “With lack of advertiser interest due to dip in viewership, these spots are not being able to command
premium this year, unlike previous seasons where the rates had shot The fatigue, the format and the fall in ratings of
Indian Premier League (IPL-4) have not deterred Multi-Screen Media (MSM), the broadcaster, to claim selling 10second advertisement spot for Rs 15 lakh for the last four matches. But media buyers say MSM is actually willing to sell
these spots at the same rate — Rs 5-5.5 lakh per 10-second spot — of group matches. “Most of the inventory kept
aside for last-minute deals is on the verge of being finalised. The ad spots for the last leg of IPL will be sold at Rs 15
lakh,” said Rohit Gupta, president-network sales of MSM, which owns SET Max. The rates will be applicable to the two
qualifiers for the final in Mumbai and Chennai on May 24 and 27, the eliminator on May 25 in Mumbai and the final on
May 28 in Chennai. SET Max is estimated to earn Rs 900 crore from ad sales alone during this IPL season. The latest
TRP figures issued by TAM Sports, a unit of TAM Media Research, for the first 59 matches in IPL-4 show that ratings
have hit a new low of 3.84 against IPL-3’s 6.36, IPL-2’s 4.66 and the up by 150-200 per cent. Brands will be unwilling to
cough up Rs 15 lakh for 10 seconds and MSM may have to settle for less to use up any last-minute inventory,” said a
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senior media buying official from Group M, India’s largest media buying firm, one of whose clients is Hindustan Unilever.
Last year, MSM pre-sold its inventory at Rs 4 lakh for 10 seconds and in the final the spot rates jumped to Rs 12 lakh.
“MSM had pre-sold 80-85 per cent of its inventory at Rs 5-5.5 lakh per 10-second spot and was planning to hike rates to
Rs 10-12 lakh for finals. The rate is more than double of the group matches. The broadcaster may be forced to sell
inventory at a discounted rate or it may remain unsold this season,” said a senior media buyer. MSM’s Gupta said the
number of people watching IPL-4 was high. “One hundred and forty-three million people watched IPL last year. This
year we have already crossed 146.5 million people.” He insisted that the broadcast of IPL matches offered a more
effective reach for advertisers. When IPL-4 kicked off in April, the broadcaster riding the World Cup wave hiked spot
rates by 20-25 per cent, cashing in on the feel-good factor surrounding cricket. The spot rate went up 25-30 per cent to
as high as Rs 6.25 - 6.75 lakh when the tournament began, depending on the teams, match timings and the day of the
week. Each IPL match allows 45 minutes of ad air time. "With back-to-back tournaments, there could have been a
possible overdose of cricket. Also, with more matches played this year due to 10 teams and swap of players in various
franchises could have diluted some of the loyalty built up over previous seasons. But viewer ship could pick up as the
series progresses," said Shripad Kulkarni, CEO, Allied Media, the media planning and buying arm of Percept Group.
*****************************
IPL-4 final scores a six on TV
Source: Afaqs; Date: May 30, 2011
The final match of the Indian Premier League Season 4 (IPL-4) between Chennai Super Kings and Royal Challengers
Bangalore yesterday threw up a surprise.The match clocked a television viewer ship rating (TVR) of 5.8, higher than the
IPL-3 final's 5.6, according to overnight rating agency aMap. This is a surprise because the average TVR of IPL-4
matches is 2.6, much lower than the IPL-3's 3.1. Eliminator and qualifier matches have also done better than last year.
This year, the TVR of eliminator matches varied between 3.8 (Chennai Super Kings vs Royal Challengers) and 4.1
(Mumbai Indians vs Kolkata Knight Riders). Last year, the TVR of the semi-final matches was between 2.4 and
3.9.Despite record TVR of the final match, most advertisers and media buyers say IPL is losing sheen. According data
from TAM sports last week, the viewer ship of the first 68 matches was 155 million compared to 143 million for the
entire event last year. Most media buyers said this was because IPL-3 had 60 matches while IPL-4 had 72 matches due
to an increase in the number of teams.The country's largest media agency, Group M, which has some of the biggest
clients like Vodafone and L'Oreal, will become cautious the next season. "IPL ratings have been below expectations.
The average ratings have fallen 15-20 per cent and the CPRP (cost per rating point) was higher than last year. We have
to be a little cautious and will evaluate the 2012 IPL keeping in mind the lack of eyeballs this season," said R
Gowthaman, managing director, Mindshare, which is part of Group M.This could prompt big advertisers such as LG,
Havells and Vodafone to call for a cut in ad rates, said senior media buyers.The broadcaster, Multi-Screen Media
(MSM), had pre-sold 80-85 per cent inventory at Rs 5-5.5 lakh per 10-second spot. It was planning to increase rates to
Rs 10-12 lakh for the final."But due to lower ratings, the broadcaster was forced to sell inventory at Rs 7-8 lakh. The
knockout matches had some unsold inventory," said a senior media buyer. MSM President Rohit Gupta said they sold
the final inventory for Rs 15 lakh per 10-second spot. When IPL-4 kicked off in April, MSM, riding the March World Cup
wave, increased rates by 20-25 per cent. The rates were raised 25-30 per cent to Rs 6.25-6.75 lakh when the
tournament began. "With back-to-back tournaments, there could have been an overdose of cricket. Also, more matches
and swap of players between franchises may have diluted some loyalty built up over the previous seasons," said
Shripad Kulkarni, CEO, Allied Media, the media planning and buying arm of Percept Group.
*****************************
For The Sake Of News: News has to be a serious business
Source: Bestmedia Info; Date: May 27, 2011
In the 3rd week, Zee News initiative focuses on the impact of frivolous and non-news content on the brand equity of
Hindi news channels. It took almost a decade to lose the focus and momentum for Hindi News Channels. A decade ago
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hardcore news content and maximum credibility were ruling the news channels and TRPs were almost a secondary
focus for the news channels. It is true that there were not many channels then. But with the launch of more channels
starting 2004, we saw the things changing rapidly. The newly launched channels had the target to acquire the top spot
in just no time so they played with the content. And once it worked, it became their style. Unfortunately it went in a
wrong direction and the news content was diluted at large. All this happened in name of choice of audience. Channels
blamed audience that they show what the viewers want to watch. The number game was no where beneficial for Hindi
news genre which lost its market share drastically. However; viewers continued preferring the good news content on big
news day or good news program. One such example is Zee News which remained on top spot among core TG across 8
metros during the primetime on almost regular basis. The channel claims that it has 97.4% news content and 2.6% nonnews content so it gets a big thumbs-up from the mature audiences. Now it was the turn for Zee News to launch a pan
India B2B initiative with the objective of providing corporate world a peep into the realm of Hindi news genre. The
campaign has an objective to bring back the news content on the Hindi News Channels in the prime time. Its campaign
titled ‘For The Sake Of News’ asks the industry leaders to share their views for the sake of news. When Zee News
kicked-off the campaign, it was sure that it will turn into a huge initiative in a short span of time. In its third week, the
discussion revolved around the issues related to the dilemma of the news channels, advertisers’ choice, impact on
brand equity and the ultimate way out to come out of such situation.
“Competition, both internal and external has clearly affected the genre. More and more people are resorting to alternate
forms of news like news portals, sms, mobile apps which within easy reach nowadays. These factors have led to the
decreasing genre share from around 4.5% (2006) to 3.4% (2010),” added Amol Mohandas, Associate Vice President,
Allied Media Network Pvt. Ltd., a Percept company.
PERCEPT OUT OF HOME
The billboard beckons
Source: The Financial Express, Brand Wagon, Date April 26, 2011
Outdoor advertising is finally coming out of the shadow of television campaigns and getting its own place under the sun.
Brand Wagon picks up seven recent outdoor campaigns to see whether they have been able to create a buzz In recent
times, outdoor has been the main medium for launch, positioning and repositioning of several products and services
OUT-OF-HOME, or OOH, advertising in India has certainly come a long way. From being just a larger version of print
ads, the medium is now getting the exclusivity and the attention that it deserves. There are ads and innovations being
especially created for the outdoor medium and technology is playing a major role in its overhaul. OOH spends have also
been on the rise with the average compounded annual growth rate (CAGR) being about 14%."The OOH industry has
never seen a steady graph and has had its ups and downs. If one was to graph its movement in the last four years, then
2007 had been an excellent year with a growth of nearly 30% over the previous year," says Sanjay Shah, CEO, Blue
Sky Brandcomm Asia. While the OOH sector grew by about 10% in 2008 over 2007, 2009 did not show any growth due
to the recession. "I feel 2010 has clocked an approximate growth of 10% over 2009 to close at about Rs 1,550 crore.
2011 looks promising and it should close with a growth rate of 1215%,"he says.
One of the biggest reasons behind the attention that outdoor is attracting now is the increased confidence of clients in
the medium. Says Rajneesh Bahl, Business Head Outdoor, Percept Out of Home, "There have been a lot of changes in
the medium, towards good. Clients' confidence has certainly risen as outdoor is now playing the role of the primary
media, it is localized and impactful." In the last couple of years, OOH advertising has been able to come out of the
shadow of television and print campaigns and get its own place under the sun. Agrees Shah, "More and more
advertisers and marketers have started believing in and using the medium. Agencies, having realized the potential of
the medium, have been instrumental in convincing them, which has resulted in higher budgets.This has resulted in
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outdoor advertising growing in stature in India over the last two decades, and outdoor, in many cases, has been the
main medium for launch, positioning and repositioning of products and services." According to Shah, the telecom
industry is the top user of the medium with an approximate 40% share even as other categories too have started
increasing their spends on the medium. Another reason for this growth is the entry of new professional players, feels
Bahl. "New professional players such as JC Decaux, have really helped. They have got international designs into the
country and have raised the standards of outdoor advertising." Separate creatives and technology are also huge
catalysts in boosting the growth of this medium. "The advent of new media has helped a lot. OOH media started digital
media stream which has been successful.The hoardings are no longer simple and plain. They are using new technology
to bring in innovation,"says Bahl.
Advertisers are now demanding separate media-specific creatives, and creative agencies, having realized the potential,
are putting their minds and hearts in creating the same.Says Shah,"It is extremely important that the creative for OOH is
addressed separately and is not the last-minute print ad adaptations. Outdoor has always been getting step-motherly
treatment and there had never been any efforts to create separate OOH creatives. However, all this is now changing as
perceptions have changed. Advertisers have realized that outdoor campaigns are innovative, can create a great buzz
and get the attention of people." Muncipal guidelines for outdoor advertising have all along had a major influence on this
sector. "Legalisation of the medium and having a standard policy for outdoor across India is unfortunately still lacking,
though in certain cities there is definitely an attempt to create the same," says Shah. "The OOH industry has been slow
in keeping up with technological developments. It is the outcome of the authorities' mindset, where getting permissions
is the key concern." Digital technology, which plays a very important role in outdoor advertising worldwide, is still in a
nascent stage in India."A lot needs to change for digital to truly catch on in India, and for this rules and regulations need
to be in place for the medium to really work. Importantly, the mindset needs to change where the authorities and
governing bodies are concerned," adds Shah.
Bahl feels that lack of research is one of the biggest handicaps that the medium faces. He says, " Lack of research
limits the scope of the medium."
Shah agrees. "The biggest challenge the medium faces is accountability, measurability and ROI.It is extremely
important for gut feelings to be replaced by science and mathematics.However,more and more specialised agencies are
being formed, thus changing the total outlook towards the medium and making it more professional and answerable."
While accountability is largely there, measurement and ROI are still at a distance. There have been a few attempts to
bring in measurability and, in turn,ROI,but unfortunately these are yet to come through, say industry watchers. Quite a
few agencies have their own ways of measurement and planning but so far syndicated attempts have not come fully
through,points out Shah.
Another major hurdle is the high cost of tenders. Says Bahl, "Tenders are being allotted at exorbitant cost to the end
users.
The cost of tenders has increased about 20 times and that has become a problem." The medium is continuously striving
to improve, and overall, there have been enough examples in the recent past to document this improvement in terms of
creatives, innovations and implementation. Brandwagon picks up some interesting outdoor campaigns launched in the
last few months to see how they have fared. Read on.
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PERCEPT KNORIGIN
Adchakra Launches ‘Brand Video Short Code’ at Adtech New Delhi
Source: Onlineturnkeysolutions.com, Trendsbuzz.com, Date: May 3, 2011
Revolutionizes the communications industry through the development of an innovative communication platform for
Brands and Consumers .To better serve both Brands and consumers alike, Adchakra, the cross channel ad network of
Percept Knorigin has launched its new innovative service ’Brand Video Short Code’ through which brands can have 3G
Video short codes wherein consumers can make video calls to access information, engage or connect with the dealers.
This first-of-its-kind interactive ‘Brand Video Short Code’ can be used on any 3G enabled handset for access to a
particular brand by just placing a video call. Brands can use this service to create another channel of engagement with
their customers and provide them engaging video content and can have a quick call to action in case customers wants
to know more or purchase the product. Speaking on the Launch of ‘Brand Video Short Code’, Daman Soni, VP Sales &
Marketing, Percept Knorigin said, “Video calling is a killer application for Advertising and can provide pull as well as
push based communication between brands and consumer. In today's business environment which demands a higher
degree of mobility than ever before, Adchakra’s platform will offer users an unrivalled service of video conferencing and
Brand solution that helps achieve higher levels of efficiency and productivity. We would be taking this offering to the
market in the coming year and would be working on identifying multiple innovative applications of this technology.” The
3G subscriber base in India is expected to grow exponentially in coming years and apart from high speed internet
access, video calling could be one of the key service offerings across industries.
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COMMUNICATIONS
ADVERTISING
PERCEPT/H
D’Damas picks Sonakshi Sinha as its new face
Source: Bestmediainfo.com; Date: May 30, 2011
The diamond jewellery brand launches new campaign conceptualized by Percept/H to take its brand
positioning forward. D’Damas, one of India’s leading diamond jewellery brands announced the stunning bollywood
beauty Sonakshi Sinha as the new face of the brand. D’damas, which is the only brand in the country having distinct
sub-brands, also unveiled its new campaign. It takes the brands current positioning of ‘Celebrate Always’ forward with a
fresh and more relevant execution and imagery, personified by Sonakshi Sinha. Beginning with the print ad, the
campaign will soon be supported by television commercial featuring Sonakshi. The campaign is
conceptualized by Percept/H. D’damas sub-brands caters to the moments like marriage, special occasions and
religious or for pure indulgence. It thus gives its consumers not only ample choice to select from the wide range but also
possibilities to own more diamond jewellery to celebrate all moments and make each moment of one’s life really special.
Excited about her association with D’Damas Sonakshi Sinha says, “It feels great to be the brand ambassador of
D’Damas! I connect with D’Damas because I personally live each moment to the fullest and believe in celebrating life.
D’Damas adds celebration to both ordinary and even the everyday special occasions. When I want to celebrate any
happiness in life I turn to D’Damas.” RK Menon, COO, D’damas Jewellery India Pvt Ltd. added, “Sonakshi Sinha is the
face of the new Indian woman who is confident, versatile and has got tremendous self-belief. She has the charisma,
grace, beauty and the attitude that goes perfectly with the brand image. We wanted an ambassador who is not only
popular but at the same time exemplifies the true Indian beauty thereby establishing a connect with the Indian
audiences and Sonakshi completely fits the bill.” The campaign captures the essence and Sonakshi’s expression of joy
as she celebrates the small moments in life that bring her happiness. It amplifies her beauty and appeal, making her
more real and relatable. It also captures the celebration of moments that enhance Sonakshi’s beauty and the jewellery.
The campaign revolves around the memorable moments of one’s life, both of the ordinary, everyday kind as well as the
special once-in-a lifetime ones such as experiencing the first rays of the sun emerging through darkness, the unique
experience of being a bride, enjoying the merriment at festivals like Diwali. Whatever the moment ordinary or special
D’Damas will add a sparkle to your joy and add to your celebration to make those moments live on! Commenting on the
association Shardah Uniyal, GM Marketing – Gitanjali Group says, “D’damas stands out in the jewellery sector as a
brand unique for its ability to make life’s every moment special. Life with D’damas thus becomes a journey of
“Celebrating Always”
*******************************
Hero Honda appoints Law & Kenneth as creative agency
Source: Indiantelevision.com, Xbhp.com, Cafestocks.com, Date: April 29, 2011
After the split from Japanese major Honda, Hero Honda has appointed Law & Kenneth as its creative agency to create
a new brand identity. According to market sources, the account size is valued at Rs 1 billion. Recently, Hero Honda
parted ways with its 27-year-old Japanese partner and had consequently announced the rebranding process. The
creative mandate of the world's largest two-wheeler company by volume was awarded following a muti-agency pitch,
which also involved Percept/H, JWT, DraftfcbUlka and Mudra. Munjal family-owned brand is also planning to venture
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May 2011
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into three-wheelers and passenger car segment. Hero Honda's recent brand campaigns, the "Dhak Dhak Go" was done
by Draft FCB Ulka, while the "Desh ki Dhadkan" campaign was executed by Percept. The company has different
creative agencies for individual brands: Percept handles the Passion brand; JWT executes the creative work of Karizma
and ZMR and Draft FCB Ulka has done a campaign for Hero Honda's scooter brand, Pleasure.Post the split, Hero
Honda can now ship its motor-bikes South East Asia, Middle East Latin America and Africa.
**************************
Percept/H& Sachin make India's nights beautiful with Canon Ixus HS
Source: Afaqs, bestmediainfo, Network2Media; Date May 03, 2011
What an Idea Sirjee! Percept/H, New Delhi's new idea on Canon IXUS HS is drawing a similar kind of appreciation. The
idea titled “India's Nights Made Beautiful" is currently on air in the DLF IPL matches and the world is amazed to find its
icon, Sachin Tendulkar in a completely new avatar. An avid photographer capturing the myriad beauty of India's
breathtaking nights across the majestic forts of Jodhpur to the mighty peaks of Ladakh, all under low light and that too
without flash.
Commenting on this unique thought, Amitava Mitra, Chief Operating Officer, North, Percept/H, Delhi said, “India has
beautiful places that you have to see at night, whether it's the moonlit Taj, the forts, the deserts or the evening Puja at
the pious Ganges. All these can now be captured without using flash, without your pictures getting blurred and with
utmost ease. Just at the click of a Canon IXUS HS."
The film has been shot by Adarsh Gupta of Nirvana Films, India's premier production house across diverse terrains of
Jodhpur, Jaisalmer, Haridwar and Ladakh.
Speaking on the idea, Gaurav Bahl, Associate Creative Director, Percept/H, Delhi, said, “Canon has always had the
technology advantage and with such a unique offering it is bound to create waves in the market. The idea to capture
India's beautiful nights came from a very strong insight that all of us have somewhere faced in real lives while capturing
images in low light from our ordinary cameras. I am sure the TVC will strike a perfect chord with the audience."
India's legendary icon, Sachin Tendulkar too seemed euphoric once the concept was narrated to him. He quipped,
“Well, the idea is incredible as anyone who gets a chance to capture India's beautiful nights under low light with the new
Canon IXUS, will be overwhelmed. It's a wonderful experience as you'll be amazed to see the results for yourself."
Alok Bhardwaj, Senior Vice President, Canon India, seemed overjoyed with the execution. He candidly expressed, "Low
light photography has always been a challenging task for people. No wonder, the High Sensitivity technology in the
IXUS HS cameras is a sure shot winner. The idea of “India's Nights made Beautiful" has a very strong emotional
connect as memories stay with you forever and one never wants their priceless memories to come out hazy or blurred.
Sachin's integration into the idea has been phenomenal, justifying his presence in a completely new avatar."
So, go on and revel in joy as two Sharp Shooters, Sachin & Percept/H, Delhi are on a mission to make India's nights
truly beautiful.
********************
Tendulkar plays photographer for Canon's new ad
Source: Indiantelevision.com, Date May 03, 2011
Percept/H, New Delhi's new television commercial for Canon IXUS HS features Indian cricketer Sachin Tendulkar as an
avid photographer capturing the beauty of India's nights across the forts of Jodhpur to the peaks of Ladakh, all under
low light and that without flash. The 30-second TVC titled "India's Nights Made Beautiful" is currently on air in the DLF
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May 2011
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IPL matches. With this TVC, Canon attempts to position its Canon IXUS HS as an ideal camera to shoot at night without
using flash, without your pictures getting blurred and with utmost ease. Canon India SVP Alok Bhardwaj said, "Low light
photography has always been a challenging task for people. No wonder, the High Sensitivity technology in the IXUS HS
cameras is a sure shot winner. The idea of "India's Nights made Beautiful" has a very strong emotional connect as
memories stay with you forever and one never wants their priceless memories to come out hazy or blurred. Sachin's
integration into the idea has been phenomenal, justifying his presence in a completely new avatar." The film has been
shot by Adarsh Gupta of Nirvana Films, across terrains of Jodhpur, Jaisalmer, Haridwar and Ladakh.
Percept/H Delhi associate creative director Gaurav Bahl said, "The idea to capture India's beautiful nights came from a
very strong insight that all of us have somewhere faced in real lives while capturing images in low light from our ordinary
cameras. I am sure the TVC will strike a perfect chord with the audience." Tendulkar quipped, "Well, the idea is
incredible as anyone who gets a chance to capture India's beautiful nights under low light with the new Canon IXUS, will
be overwhelmed."
**********************************
Canon launches new campaign with Sachin Tendulkar
Source: Squidoo.com, Radio.desi-radio.com, Date: May 3, 2011
The TVC titled India’s nights made beautiful is conceptualized by Percept/H, Delhi; watch the TVC here.
What an Idea Sirjee! Percept/H, New Delhi’s new idea on Canon IXUS HS is drawing a similar kind of appreciation. The
idea titled “India’s Nights Made Beautiful” is currently on air in the DLF IPL matches and the world is amazed to find its
icon, Sachin Tendulkar in a completely new avatar. An avid photographer capturing the myriad beauty of India’s
breathtaking nights across the majestic forts of Jodhpur to the mighty peaks of Ladakh, all under low light and that too
without flash. Commenting on this unique thought, Amitava Mitra, Chief Operating Officer, North, Percept/H, Delhi said,
“India has beautiful places that you have to see at night, whether it’s the moonlit Taj, the forts, the deserts or the
evening Puja at the pious Ganges. All these can now be captured without using flash, without your pictures getting
blurred and with utmost ease. Just at the click of a Canon IXUS HS.” The film has been shot by Adarsh Gupta of
Nirvana Films, India’s premier production house across diverse terrains of Jodhpur, Jaisalmer, Haridwar and Ladakh.
Speaking on the idea, Gaurav Bahl, Associate Creative Director, Percept/H, Delhi, said, “Canon has always had the
technology advantage and with such a unique offering it is bound to create waves in the market. The idea to capture
India’s beautiful nights came from a very strong insight that all of us have somewhere faced in real lives while capturing
images in low light from our ordinary cameras. I am sure the TVC will strike a perfect chord with the audience.” India’s
legendary icon, Sachin Tendulkar too seemed euphoric once the concept was narrated to him. He quipped, “Well, the
idea is incredible as anyone who gets a chance to capture India’s beautiful nights under low light with the new Canon
IXUS, will be overwhelmed. It’s a wonderful experience as you’ll be amazed to see the results for yourself.” Alok
Bhardwaj, Senior Vice President, Canon India, seemed overjoyed with the execution. He candidly expressed, “Low light
photography has always been a challenging task for people. No wonder, the High Sensitivity technology in the IXUS HS
cameras is a sure shot winner. The idea of “India’s Nights made Beautiful” has a very strong emotional connect as
memories stay with you forever and one never wants their priceless memories to come out hazy or blurred. Sachin’s
integration into the idea has been phenomenal, justifying his presence in a completely new avatar.”
**********************************
Lintas Media Group, Kolkata wins Rs.50 crore businesses
Source: Bestmediainfo.com, Date May 06, 2011
The agency looks on fast tract bagging 3 businesses in a row Srei Infrasture, National Jute Board and Bengal .Lintas
Media Group, Kolkata has won media duties for Srei Infracture while National Jute Board has appointed the agency as
its Media AoR and Lowe Lintas Kolkata as its creative agency. LMG Kolkata has also bagged the media duties for
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May 2011
Page 54 of 121
Bengal Shriram Hi-Tech City. The combined account size of the three businesses is estimated over Rs.50 crores. Srei
Infrastructure is very well positioned to reap the trillion dollar investment planned by the Government of India over XII
Five Year Plan. Confirming the development with BestMediaInfo.com, Braj Kishore, Vice President and Head
(Corporate Communication and Brand Management) says, “During Lintas Media Group’s (LMG) last association with
us, we found Lintas team to have understood the Holistic Infrastructure Business model of Srei and the media mix
required to communicate this unique model to its key stakeholders. While Srei is looking at occupying the numero uno
mind space of its stakeholders in the infrastructure domain, LMG’s task becomes very critical in evolving a strategic
media fit to fulfill this task and they are best suited to deliver this.”
“The challenge before LMG now is to work out an optimal media strategy targeting Key Opinion Leaders of the country
to position Srei as one of the oldest, one of the largest, one of most innovative, Integrated Infrastructure Institution. We
expect the passionate LMG team to use the existing as well as creating new media properties to drive home the
positioning of Srei,” he added furhter. It is understood that the account moved from Motivator of Group M, who were the
earlier incumbent agency for a short period of time. In another major development, National Jute Board, a statutory
body under the Ministry Of Textiles, Government of India has reappointed Lowe Lintas, Kolkata to handle its creative
duties and Lintas Media Group, Kolkata to handle the media duties following a multi-agency pitch. The other agencies
invited for the pitch included JWT and Percept / H. National Jute Board had invited a pitch on the expiry of its three year
contract with Lowe Lintas. This new appointment is also for a period of three years. The Agency mandate includes
promoting Indian Jute and jute products in the Indian and International markets. The specific products identified for the
next round of the campaign include Jute Geo Textiles, Jute Handicrafts, Jute Yarn, Jute Furnishings and Jute Shopping
bags. A combination of different media channels will be put into play including press, TV, radio, Internet along with
exhibitions, email marketing as well as CRM programmes. Mahesh Motwani, Senior Vice President of Lintas Media
Group is delighted to have won these accounts. According to him, as Lintas Media Group we practice the principle of
“deliver more”, and that is exactly what we do with our existing clients and we will replicate this with our coveted new
clients. LMG Kolkata has also bagged the media duties for Bengal Shriram Hi-Tech City which is coming up with one of
Kolkata’s most prestigious integrated township projects spread over 314 acres will comprise of a residences, hospitality,
retail, IT-SEZ and more. Our product offerings will cater to a very vast spectrum of the society. With this project we
intend to fulfil the latent wishes of everyone’s heart to live a healthy hassle free city like life within a serene environment.
On appointing Lintas Media Group as its media agency, Raghav Vohra, Asst. Vice President – SEZ, Bengal Shriram HiTech City Pvt. Ltd. comments, “The fact that Lintas Media Group is among the top media agencies and their successful
media approaches to prominent brands made us choose LMG as our media partner” We look forward to communicate
this message to the entire community together with LMG and are confident of having a long term association with
them”.
*******************
Lintas Media Group is on a winning spree; Bags business worth Rs. 500 Mn
Source: Adgully.com, Date May 7, 2011
Lintas Media Group is on a winning spree; Bags business worth Rs. 500 Mn In a recent development, Lintas Media
Group has won the media duties of Bengal Shriram Hi-Tech City, Srei Infrastructure and National Jute Board. All these
three accounts added up to a total of Rs 50 crore win. Mahesh Motwani, Senior Vice President of Lintas Media Group is
delighted to have won these accounts. Commenting on this win, he said, “As Lintas Media Group we practice the
principle of “deliver more”, and that is exactly what we do with our existing clients and we will replicate this with our
coveted new clients.” Bengal Shriram Hi-Tech City is coming up with one of Kolkata’s prestigious township projects
which would be spread across 314 acres. It will comprise of residences, hospitality, retail, IT-SEZ among others. The
product offerings will cater to a vast spectrum of the society. According to the company, they intend to fulfill everyone’s
innate desire to live a healthy, stress free city life within a tranquil environment. According to Raghav Vohra, Asst. Vice
President – SEZ,Bengal Shriram Hi-Tech City Pvt. Ltd. “The fact thatLintas Media Group is among the top media
agencies and their successful media approaches to prominent brands made us choose LMG as our media partner. We
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May 2011
Page 55 of 121
look forward to communicate this message to the entire community together with LMG and are confident of having a
long term association with them”. Srei Infrastructure is well positioned to reap the trillion dollar investment planned by
the Government of India over XII Five Year Plan. Vohra further added, “During Lintas Media Group’s (LMG) last
association with us, we found Lintas team to have understood the Holistic Infrastructure Business model of Srei and the
media mix required to communicate this unique model to its key stakeholders.” “While Srei is looking at occupying the
numero uno mind space of its stakeholders in the infrastructure domain, LMG’s task becomes very critical in evolving a
strategic media fit to fulfill this task and they are best suited to deliver this”, according to Braj Kishore, Vice President
and Head (Corporate Communication and Brand Management)“The challenge before LMG now is to work out an
optimal media strategy targeting Key Opinion Leaders of the country to position Srei as one of the oldest, one of the
largest, one of most innovative, Integrated Infrastructure Institution. We expect the passionate LMG team to use the
existing as well as creating new media properties to drive home the positioning of Srei,” he added further.
According to reports, the account moved from Motivator of Group M, who were the earlier incumbent agency for a short
period of time. National Jute Board, a statutory body under the Ministry Of Textiles, Govt. Of India has reappointed
Lowe Lintas, Kolkata to handle its creative duties and Lintas Media Group, Kolkata to handle the media duties following
a multi-agency pitch. The other agencies participating in the pitch process included JWT and Percept H. National Jute
Board had invited a pitch on the expiry of its three year contract with Lowe Lintas. This new appointment is also for a
period of three years. The Agency mandate includes promoting Indian Jute and jute products in the Indian and
International markets. The specific products identified for the next round of the campaign include Jute Geo Textiles,
Jute Handicrafts, Jute Yarn, Jute Furnishings and Jute Shopping bags. A combination of different media channels will
be put into play including press, TV, radio, Internet along with exhibitions, email marketing as well as CRM
programmes.Mahesh Motwani, Senior Vice President of Lintas Media Group is delighted to have won these accounts.
According to him, “As Lintas Media Group we practice the principle of “deliver more”, and that is exactly what we do with
our existing clients and we will replicate this with our coveted new clients.”
**************************
Havells Fans: Keeping it simple, but quirky
Source: Afaqs.com/, Date May 10, 2011
To up the consumer connect with its fans, Havells' campaign for its range of fans continues with its typical cheeky tone
of communication, but keeping it straightforward at the same time. It is a habit that is way too common. On a hot sweaty
day, you probably would pick up the first thing you can lay your hands on and fan yourself. Taking up that very simple
insight is Havells India's communication for its range of fans. Known for its quirky ads ('Shock Laga'), a series of
television commercials has been created by Lowe Lintas to further up the consumer awareness for Havells Fans. The
TVCs show people in different situations using whatever they can find to fan themselves with to beat the heat. One film
shows the protagonist fanning himself with a newspaper. He is immediately surrounded by a bunch of journalists who
protest saying that a lot of effort has gone into printing the newspaper and he should not turn it into a fan. Similarly, the
second film shows a teacher using exam answer sheets for the same purpose when creepily enough, children surround
her to tell her how they have toiled hard for an entire year to write their exams and it is not fair on her part to use them
as a fan. The third film shows a lady in the kitchen using her sari to fan herself when promptly appears an old woman
telling her how the sari features age old art and must be treated with due respect. Each film ends with a voiceover that
says, 'Hawa Chahiye? Havells Fan Lagaiye (Need air? Get Havells Fans)'. Besides the three TVCs that are currently on
air, a fourth film will soon be aired. The films have been written by R Balkakrishnan (Balki), Chairperson, Lowe Lintas,
and Deepesh Jha, executive creative director, Lowe Lintas, and have been directed by Ayyappa of Footcandles Films.
Talking to afaqs!, Jha says, "In this category, everything that can be said and done has been done. Cluttered with
technical information, we thought the best thing that could be done was to use this basic insight and pass the message
that when people think of fans, they must think of Havells Fans." Havells, known for its other electrical equipments such
as wires and switches, has not been very strongly associated with fans. The agency was briefed to do just that and help
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May 2011
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Havells own the category with enough recall potential communication. Vijay Narayan, Vice-President, Marketing and
Communications, Havells India, says, "This is a very simple category. People do not get into technicalities when buying
a fan. So, we were looking at communication that is relevant, simple and easy to catch, and at the same time continue
with the quirky tone that Havells is now known for." Jha agrees as he says that instead of telling the consumer the
technicalities, what is more important is a relevant message. "Until last year, we were focusing on advertising only
around our energy-efficient fans. This time around, we have made it more broad-based, showcasing our entire range of
fans," Narayan further adds. The television campaign will be supported by on-ground activation and in-store promotions,
and will continue through the summer season. The media mandate is handled by Motivator.
Thumbs up for simplicity
The films have met with positive feedback from creative professionals. The clarity of messaging has been appreciated
along with the execution that has kept the message relevant along with the humour.Says Ashish Khazanchi, ViceChairperson, Publicis Ambience, "It is a sweet campaign. It is not like something that will set things on fire, but is
definitely clutter-breaking and disruptive enough for this category."He adds, "In a low-involvement category such as this,
the share of mind is the name of the game that will ensure share of market as well. The real test of the campaign would
be to see when the consumer goes to the market place, would Havells stay on the top of his mind."Khazanchi thinks it
would, as he believes there is enough recall potential in the communication. Saying that he prefers the newspaper film
since he thinks it has been executed better, he is also of the view that the line 'Hawa Chahiye?' is sticky enough.
Ryan Menezes, Chief Creative Officer, Percept H, too, has a word of approval for the films. "I like the campaign. It is
witty, wicked and well executed," he says.Menezes, however, has a suggestion to offer. With CSR initiatives becoming
increasingly important for brands, he thinks a similar association could have helped Havells further. "I think the creative
idea would have been much bigger if the product message was linked to a larger CSR initiative. Imagine the fans (no
pun intended) an angle like that would generate," says Menezes.
********************
Dilip Marathe joins Rediffusion as creative head
Source: Campaignindia.in, Date May 11, 2011
Rediffusion Y&R has appointed Dilip Marathe as creative head, art, Rediffusion Y&R, Mumbai. Marathe will report to N
Padmakumar, national creative director, Rediffusion Y&R. This is his second stint with the agency. In a career spanning
close to 18 years, Marathe started his career with Dacunha Advertising. Along with these two agencies, he has also had
stints with Trikaya Grey, McCann Erickson, Percept/H and Publicis Ambience. Commenting on his appointment, N
Padmakumar, national creative director, Rediffusion Y&R said, “Rediffusion Y&R is home for Dilip and we warmly
welcome him back. Dilip has been instrumental in shaping a few of our bigger brands in the past and is all geared up to
doing so again. I am sure that with his wide experience and long association with Rediffusion –Y&R, he will add
immense value to our Clients.” Neville Medhora, vice president, Mumbai, added, “Dilip has a strong legacy of great
creative work and fantastic relationships across clients. Dilip’s coming back on board, will further boost the creative
quotient in Mumbai.”
**************************
Percept / H & Sachin make India’s nights beautiful with Canon Ixus HS
Source: Videos.wittysparks.com, Date: May 2, 2011
Percept / H & Sachin make India’s nights beautiful with Canon Ixus HS. Percept/H, New Delhi has come up with 'the
new idea' on Canon IXUS HS titled "India’s Nights Made Beautiful" which is currently on air in the DLF IPL matches.
The world is amazed to find its icon, Sachin Tendulkar in a completely new avatar - an avid photographer capturing the
myriad beauty of India's breathtaking nights across the majestic forts of Jodhpur to the mighty peaks of Ladakh, all
under low light and that too without flash.
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May 2011
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HPPL
Toshiba scouts for media agency; calls for a pitch
Source: Afaqs.com, Date: May 13, 2011
The Japanese firm has called four-five media agencies, including Madison Media, ADK Fortune, Dentsu Media and
Hakuhudo Percept's media arm, Allied Media. The size of the account is estimated at Rs 50 crore.The Japanese
brand Toshiba is looking for a media agency and has called for a media pitch. The size of the account is estimated to be
worth Rs 50 crore. The development has been confirmed by a senior official of the company, on conditions of
anonymity.Toshiba has called four-five agencies to participate in the pitch process, including Madison Media, ADK
Fortune - the joint venture between JWT and Japanese advertising agency ADK, Dentsu Media, and Percept's media
arm, Allied Media. Allied Media is the incumbent agency on the business, while the creative function is handled by
Hakuhodo Percept, with Dentsu handling a few creatives on project basis. In an effort to give the brand a push, Toshiba
had brought on board Bollywood star Vidya Balan in 2008 and launched a series of campaigns featuring her. In 2010,
the company roped in cricketer Sachin Tendulkar. This year, Toshiba launched the 'Bowl to Sachin' campaign during
the fourth season of the Indian Premier League (IPL).For the record, Toshiba India started off as the Indian liaison office
of Toshiba Corporation, Japan, in 1985. In 2002, it became a wholly owned subsidiary of the parent company. Toshiba
Corporation is a multinational conglomerate involved in various businesses such as infrastructure, consumer products,
electronic devices and components, including televisions and laptops.
*****************
Panasonic Kitchen Appliances moves from Hakuhodo Percept to Disha Communications
Source: Afaqs.com, Date: May 16, 2011
The split with Hakuhodo Percept comes after a decade long association. Ad spends for the range is pegged at upwards
of Rs 5 crore.Panasonic has assigned the creative and media duties for its kitchen appliances to Disha
Communications, Chennai, following a multi-agency pitch process. The creative duties for the kitchen appliances range
(including electric cookers, mixer-grinders and other items) had been with Hakuhodo Percept for about a decade; Allied
Media was the incumbent on the media mandate. The pitch process saw participation from Disha, along with Hakuhodo
Percept and R K Swamy/BBDO. Annual ad spends for the kitchen appliances range is usually about Rs 5 crore.
However, this year, a significant increase in spends is expected, as Panasonic hopes to lend a 'new strategic thought' to
its advertising. Confirming the win, Devarajan Duraibabu, vice-president, Disha Communications, tells afaqs! that he
has worked with Panasonic while at Hakuhodo several years ago. "So, there was a comfort factor when we pitched," he
says. G Gurumohan, chief marketing officer, Panasonic Home Appliances, says, "The pitch was initially called only for
the mixer-grinder range, but after evaluating Disha's overall rather fresh strategy, we decided to award the entire
business to the agency." To give a category perspective, Chinese kitchen appliances, particularly cookers, have been
invading the Indian market more so, in recent times. As they 'look the same' and are priced lower than brands such as
Panasonic, the task is clearly to claim Panasonic's superiority in the segment.
"In our presentation, we emphasised how important it is to not just claim to be of better quality, but to 'quantify the
quality', so to speak," says Duraibabu. The idea is to make a more scientific claim based on providing consumers with
reasons on why one ought to go for Panasonic over the cheaper option: branded and unbranded Chinese products.The
media mix will include television (around 70 per cent of the ad spends will be allocated to TV), followed by magazines,
below-the-line activities and point of purchase materials. Within television, general entertainment channels will be
targetted, owing to the 'housewife' target group connection.For the record, Panasonic's kitchen appliances range
includes rice cookers, toaster ovens, juice extractors, bread bakeries, ice-cream makers, automatic electric pressure
cookers, fish roasters and meat grinders.
Monthly Media Dossier
May 2011
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**************************
Dentsu bullish on India growth story
Source: Business Standard, Date: May 16, 2011
The agency has kicked off a restructuring exercise post the 26 per cent buyout of its India business from local partner
Sandeep Goyal. Since global ad major Dentsu Inc bought out the 26 per cent stake held by Sandeep Goyal-owned
Mogae Consultants in its India business, the Japanese company has been preparing to fuel the next phase of growth.
The challenge for the new management would be to strike the right balance between the parent company and its
subsidiary, while maintaining the Indianness of its operations here. For Dentsu, the first few years in India under the
leadership of Goyal was a period of development. Now, all that remains of the relationship with its erstwhile partner is
just the name and the sprawling 30,000 square feet office space at Mogae House in Gurgaon that still houses the
Dentsu India Group (DIG). The Tokyo-based ad agency, ranked among the top five advertising networks in the world, is
now in full control of the Rs 1,200 crore Indian business comprising a network of agencies — Dentsu Communications,
Dentsu Marcom, Denstu Creative Impact, Clickstreamers and Denstu Mediatech. Seiichiro Hayata, acting chairman of
DIG, says the restructuring exercise is already in motion. “For starters, we have realigned internal teams across our
agencies to streamline operations. Secondly, we are supporting these teams with functional leads across planning,
creative and overall operations.”
While Goyal continues to be part of the DIG board as founder-chairman, his two lieutenants, Gull Sen and Rajesh
Aggarwal, who looked after the creative and operations of the India business, respectively, have stepped down. Another
senior hand, Nitin Suri, the national creative director, has resigned to make way for Titus Upputuru, the former executive
creative director at Saatchi & Saatchi, Delhi. Hayata says the movement at the senior management level is normal
during a transition. “Several new people are expected to join us.” This includes people from the Tokyo headquarters of
the agency. While Nobuki Sakai has been appointed as the new chief financial officer at Dentsu, the new chief
operating officer of Dentsu Marcom is Hiroshi Omata. "Clearly, Tokyo is keen to be in the driver's seat as far as the
Indian business goes," says an agency head on the condition of anonymity. Typically, each of the three Dentsu fullservice agencies has an “anchor client” — Dentsu Marcom has Honda, Dentsu Communications has Toyota and
Dentsu Creative Impact has Maruti. The offices of these entities are located in different places to avoid conflict of
interest, says Hayata. Besides, Dentsu has other Japanese and non-Japanese accounts such as Toshiba, Canon,
Panasonic, Educomp, Aircel, Fedex and Acer among others. Hayata says the mix of Japanese and non-Japanese
businesses will continue. “I don't think we will change the skew.” The internal restructuring, according to Hayata, is not
only aimed at reenergising the Indian business but also helping the group align operations with the global network .
"The process of integration of our Indian business with the global network is well underway. Internal task force teams
have been appointed and they are already working closely with our teams located in Tokyo." The rigour with which the
Japanese agency is approaching the restruturing and integration of the Indian business can be gauged from the
following: While teams from the Tokyo headquarters have attended workshops in India, its Indian staff have often been
inducted into network-level summits. Advertisement industry experts say Dentsu is keen on growing its presence in
emerging markets like India. It remains the stronger of the three Japanese agencies that have entered the country in
recent years. The others are Hakuhodo, which has a tie-up with Percept, and ADK that forayed into the Indian market
following a tie-up with JWT. Globally, Dentsu has strengthened its presence in markets like the US, Europe and China.
It remains the largest agency in the Japanese market and the second-largest ad market after the US.
**************************
Dentsu bullish on India growth story
Source: Rediff.com, Date: May 16, 2011
The agency has kicked off a restructuring exercise post the 26 per cent buyout of its India business from local partner
Sandeep Goyal. Since global ad major Dentsu Inc bought out the 26 per cent stake held by Sandeep Goyal-owned
Mogae Consultants in its India business, the Japanese company has been preparing to fuel the next phase of growth.
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The challenge for the new management would be to strike the right balance between the parent company and its
subsidiary, while maintaining the Indianness of its operations here. For Dentsu, the first few years in India under the
leadership of Goyal was a period of development. Now, all that remains of the relationship with its erstwhile partner is
just the name and the sprawling 30,000 square feet office space at Mogae House in Gurgaon that still houses the
Dentsu India Group (DIG). The Tokyo-based ad agency, ranked among the top five advertising networks in the world, is
now in full control of the Rs 1,200 crore Indian business comprising a network of agencies — Dentsu Communications,
Dentsu Marcom, Denstu Creative Impact, Clickstreamers and Denstu Mediatech. Seiichiro Hayata, acting chairman of
DIG, says the restructuring exercise is already in motion. “For starters, we have realigned internal teams across our
agencies to streamline operations. Secondly, we are supporting these teams with functional leads across planning,
creative and overall operations.”
While Goyal continues to be part of the DIG board as founder-chairman, his two lieutenants, Gull Sen and Rajesh
Aggarwal, who looked after the creative and operations of the India business, respectively, have stepped down. Another
senior hand, Nitin Suri, the national creative director, has resigned to make way for Titus Upputuru, the former executive
creative director at Saatchi & Saatchi, Delhi. Hayata says the movement at the senior management level is normal
during a transition. “Several new people are expected to join us.” This includes people from the Tokyo headquarters of
the agency. While Nobuki Sakai has been appointed as the new chief financial officer at Dentsu, the new chief
operating officer of Dentsu Marcom is Hiroshi Omata. "Clearly, Tokyo is keen to be in the driver's seat as far as the
Indian business goes," says an agency head on the condition of anonymity. Typically, each of the three Dentsu fullservice agencies has an “anchor client” — Dentsu Marcom has Honda, Dentsu Communications has Toyota and
Dentsu Creative Impact has Maruti. The offices of these entities are located in different places to avoid conflict of
interest, says Hayata. Besides, Dentsu has other Japanese and non-Japanese accounts such as Toshiba, Canon,
Panasonic, Educomp, Aircel, Fedex and Acer among others. Hayata says the mix of Japanese and non-Japanese
businesses will continue. “I don't think we will change the skew.” The internal restructuring, according to Hayata, is not
only aimed at reenergising the Indian business but also helping the group align operations with the global network .
"The process of integration of our Indian business with the global network is well underway. Internal task force teams
have been appointed and they are already working closely with our teams located in Tokyo." The rigour with which the
Japanese agency is approaching the restruturing and integration of the Indian business can be gauged from the
following: While teams from the Tokyo headquarters have attended workshops in India, its Indian staff have often been
inducted into network-level summits. Advertisement industry experts say Dentsu is keen on growing its presence in
emerging markets like India. It remains the stronger of the three Japanese agencies that have entered the country in
recent years. The others are Hakuhodo, which has a tie-up with Percept, and ADK that forayed into the Indian market
following a tie-up with JWT. Globally, Dentsu has strengthened its presence in markets like the US, Europe and China.
It remains the largest agency in the Japanese market and the second-largest ad market after the US.
**************************
JWT takes Pepsi's 'Change the Game' notion a step forward
Source: Afaqs.com, Date: May 17, 2011
Originally conceptualised by Taproot for the ICC Cricket World Cup 2011, the new commercial is an extension of the
original idea by JWT. At the time of ICC (International Council of Cricket) Cricket World Cup, Pepsi highlighted its
association with the tournament through the campaign 'Change the Game'. Conceptualised by Taproot India, the
campaign showcased the signature style of each cricketer through an interesting story. The beverage company has
returned during the on-going fourth season of the Indian Premier League (IPL), with a new rendition of the same
campaign. Only this time, the idea has been conceptualised by its other agency, JWT. The television commercial titled
Gatak, shows a young boy fool three cricketers -- Mahendra Singh Dhoni, Virat Kohli and Suresh Raina by talking about
a new shot. It's only towards the end that the trio realises that the step for the new shot is just another way to have a
Pepsi. Speaking about the concept, Sandeep Singh Arora, Executive Vice-President, Marketing, PepsiCo India, says,
"This was a fantastic idea that was released during the World Cup this year, and since it did really well and received
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good reviews, we decided to return with another new idea from the same stable." According to Soumitra Karnik,
Executive Creative Director, JWT India, the new advertisement is an extension of the original idea. "The campaign does
two things -- first, it puts the brand Pepsi at the centre of all the action taking place, and secondly, it highlights a strong
connection between the brand and the consumer, and how the brand can be used in a playful manner." Karnik
emphasises that this is just another summer campaign for the beverage brand.
A new take?
While in the recent past, all television commercials for 'Change the Game' were highly appreciated, this time however,
the TVC draws flak for failing in execution; it nevertheless gets approval for being a refreshing idea. Vivek Dutta,
Business Director and National Planning Head, Hakuhodo Percept, says, "Taproot's interpretation of 'Change the
Game' was quite interesting because it was based on insights that were based on unique facts that were known and
associated about the players. The bigger fact is that the same players actually 'changed the game', quite literally, by
winning the coveted World Cup. This was a huge platform for the brand to launch its campaign." "Somehow, the current
execution and interpretation does not capitalise on the environmental equity created by the World Cup win, nor does it
effectively capture the fun essence of Pepsi. Yes, it's a different take on the 'Change the Game' concept, the 'Gatak'
refrain is interesting, but the commercial lacks memorability or scale."According to Elvis Sequeira, national creative
director, Cheil Worldwide, the TVC is a little bit of this and that. He remarks, "The film lacks all the charm, simplicity and
effervescence of the original 'Change the Game' idea which I thought was brilliant. Looks like somebody said, we need
more youth cues, and somebody else said 'give the product a bigger role', then everyone got serious and came up with
this."
(The clip carried photograph of Mr. Vivek Dutt)
**************************
Panasonic Kitchen Appliances moves from Hakuhodo Percept to Disha Communications
Source: App.contify.com, Date: May 162011
The split with Hakuhodo Percept comes after a decade long association. Ad spends for the range is pegged at upwards
of Rs 5 crore.Panasonic has assigned the creative and media duties for its kitchen appliances to Disha
Communications, Chennai, following a multi-agency pitch process. The creative duties for the kitchen appliances range
(including electric cookers, mixer-grinders and other items) had been with Hakuhodo Percept for about a decade; Allied
Media was the incumbent on the media mandate. The pitch process saw participation from Disha, along with Hakuhodo
Percept and R K Swamy/BBDO. Annual ad spends for the kitchen appliances range is usually about Rs 5 crore.
However, this year, a significant increase in spends is expected, as Panasonic hopes to lend a 'new strategic thought' to
its advertising. Confirming the win, Devarajan Duraibabu, vice-president, Disha Communications, tells afaqs! that he
has worked with Panasonic while at Hakuhodo several years ago. "So, there was a comfort factor when we pitched," he
says. G Gurumohan, chief marketing officer, Panasonic Home Appliances, says, "The pitch was initially called only for
the mixer-grinder range, but after evaluating Disha's overall rather fresh strategy, we decided to award the entire
business to the agency." To give a category perspective, Chinese kitchen appliances, particularly cookers, have been
invading the Indian market more so, in recent times. As they 'look the same' and are priced lower than brands such as
Panasonic, the task is clearly to claim Panasonic's superiority in the segment. "In our presentation, we emphasised how
important it is to not just claim to be of better quality, but to 'quantify the quality', so to speak," says Duraibabu. The idea
is to make a more scientific claim based on providing consumers with reasons on why one ought to go for Panasonic
over the cheaper option: branded and unbranded Chinese products.The media mix will include television (around 70 per
cent of the ad spends will be allocated to TV), followed by magazines, below-the-line activities and point of purchase
materials. Within television, general entertainment channels will be targetted, owing to the 'housewife' target group
connection.For the record, Panasonic's kitchen appliances range includes rice cookers, toaster ovens, juice extractors,
bread bakeries, ice-cream makers, automatic electric pressure cookers, fish roasters and meat grinders.
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PUBLIC RELATIONS
PERCEPT PROFILE INDIA
Percept Profile on a winning spree
Source: Afaqs.com, Date: May 19, 2011
Percept Profile is on a winning spree this May. It has added two more prestigious accounts in its kitty namely Karbonn
Mobiles (a JV between Jaina Group and UTL Technologies) along with the corporate mandate of Jaina Group and the
real estate major Mahagun India from its Delhi Branch.After showcasing its excellence and commitment in providing
outstanding services to other mobile brands in the past, making Karbonn mobiles the next big thing is the motto of
Percept Profile. Percept Profile plans to help Karbonn mobiles establish a strong brand identity and promote the Jaina
Group at every decibel level.Mahagun India is an organization of zealous engineers and space planers, rich in
experience and high on commitment, which has helped them sustain professional excellence for more than four
decades. Percept Profile is committed to sustain the image of Mahagun as the real estate major which is known to set
examples in personal & professional conduct all while delivering products and services that exceed customer's
expectations.On bagging the PR mandates for two more prestigious accounts, Rahat Beri, COO, Percept Profile, said,
"It's a pleasure to be associated with Karbonn Mobiles and Mahagun India . With our utmost dedication and research
based services we plan to make these brands the talk of the town. We intend to provide strategic solutions to our new
clients along with 360-degree communication across spectrum to help it reach the pinnacle."
On being associated with Percept Profile, Pradeep Jain, MD, Karbonn Mobiles, said," It's a pleasure to be associated
with Percept Profile considering the milestones they have achieved in the past. They have demonstrated deep
understanding of consumer insights and their client requirements leading the path towards symbiotic growth."Mr. Dhiraj
Jain, Director, Mahagun India, adds "We are extremely happy to be associated with Percept Profile. Percept Profile has
played an excellent and dynamic role in understanding and building up of various real estate brands in the past."
******************************
Percept Profile on a winning spree adds Karbonn Mobiles and Mahagun India
Source: Audiencematters; Date: May 21, 2011
Percept Profile is on a winning spree this May. It has added two more prestigious accounts in its kitty namely Karbonn
Mobiles (a JV between Jaina Group and UTL Technologies) along with the corporate mandate of Jaina Group and the
real estate major Mahagun India from its Delhi Branch. After showcasing its excellence and commitment in providing
outstanding services to other mobile brands in the past, making Karbonn mobiles the next big thing is the motto of
Percept Profile. Percept Profile plans to help Karbonn mobiles establish a strong brand identity and promote the Jaina
Group at every decibel level. Mahagun India is an organization of zealous engineers and space planers, rich in
experience and high on commitment, which has helped them, sustain professional excellence for more than four
decades. Percept Profile is committed to sustain the image of Mahagun as the real estate major which is known to set
examples in personal & professional conduct all while delivering products and services that exceed customer's
expectations. On bagging the PR mandates for two more prestigious accounts, Rahat Beri, COO, Percept Profile, said,
“It’s a pleasure to be associated with Karbonn Mobiles and Mahagun India . With our utmost dedication and research
based services we plan to make these brands the talk of the town. We intend to provide strategic solutions to our new
clients along with 360-degree communication across spectrum to help it reach the pinnacle.” On being associated with
Percept Profile, Pradeep Jain, MD, Karbonn Mobiles, said,” It’s a pleasure to be associated with Percept Profile
considering the milestones they have achieved in the past. They have demonstrated deep understanding of consumer
insights and their client requirements leading the path towards symbiotic growth.” Mr. Dhiraj Jain, Director, Mahagun
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May 2011
Page 62 of 121
India, adds “We are extremely happy to be associated with Percept Profile. Percept Profile has played an excellent and
dynamic role in understanding and building up of various real estate brands in the past.”
*******************************
Percept Profile adds Karbonn Mobiles & Mahagun to it’s kitty
Source: Adgully.com, Date: May 25, 2011
Percept Profile is on a winning spree this May. It has added two more prestigious accounts in its kitty namely Karbonn
Mobiles (a JV between Jaina Group and UTL Technologies) along with the corporate mandate of Jaina Group and the
real estate major Mahagun India.After showcasing its excellence and commitment in providing outstanding services to
other mobile brands in the past, making Karbonn mobiles the next big thing is the motto of Percept Profile. Percept
Profile plans to help Karbonn mobiles establish a strong brand identity and promote the Jaina Group at every decibel
level.Mahagun India is an organization of zealous engineers and space planers, rich in experience and high on
commitment, which has helped sustain professional excellence for more than four decades. Percept Profile is
committed to sustain the image of Mahagun as the real estate major which is known to set examples in personal &
professional conduct all while delivering products and services that exceed customer’s expectations.
On bagging the PR mandates for two more prestigious accounts, Rahat Beri, COO, Percept Profile, said, “It’s a
pleasure to be associated with Karbonn Mobiles and Mahagun India . With our utmost dedication and research based
services we plan to make these brands the talk of the town. We intend to provide strategic solutions to our new clients
along with 360-degree communication across spectrum to help it reach the pinnacle.”On being associated with Percept
Profile, Pradeep Jain, MD, Karbonn Mobiles, said,” It’s a pleasure to be associated with Percept Profile considering the
milestones they have achieved in the past. They have demonstrated deep understanding of consumer insights and their
client requirements leading the path towards symbiotic growth.”Dhiraj Jain, Director, Mahagun India, adds “We are
extremely happy to be associated with Percept Profile. Percept Profile has played an excellent and dynamic role in
understanding and building up of various real estate brands in the past.”
*********************************
Percept Profile wins 2 businesses
Source: Bestmediainfo.com, Date: May 24, 2011
Gets the PR mandate for Karbonn Mobiles & Mahagun India.Percept Profile is on a winning spree this May. It has
added two more prestigious accounts in its kitty namely Karbonn Mobiles (a JV between Jaina Group and UTL
Technologies) along with the corporate mandate of Jaina Group and the real estate major Mahagun India from its Delhi
Branch. After showcasing its excellence and commitment in providing outstanding services to other mobile brands in the
past, making Karbonn mobiles the next big thing is the motto of Percept Profile. Percept Profile plans to help Karbonn
mobiles establish a strong brand identity and promote the Jaina Group at every decibel level.Mahagun India is an
organization of zealous engineers and space planers, rich in experience and high on commitment, which has helped
them sustain professional excellence for more than four decades. Percept Profile is committed to sustain the image of
Mahagun as the real estate major which is known to set examples in personal & professional conduct all while
delivering products and services that exceed customer’s expectations. On bagging the PR mandates for two more
prestigious accounts, Rahat Beri, COO, Percept Profile, said, “It’s a pleasure to be associated with Karbonn Mobiles
and Mahagun India . With our utmost dedication and research based services we plan to make these brands the talk of
the town. We intend to provide strategic solutions to our new clients along with 360-degree communication across
spectrum to help it reach the pinnacle.”
“On being associated with Percept Profile, Shashin Devsare, Executive Director, Karbonn Mobiles, said,” It’s a pleasure
to be associated with Percept Profile considering the milestones they have achieved in the past. They have
demonstrated deep understanding of consumer insights and their client requirements leading the path towards
Monthly Media Dossier
May 2011
Page 63 of 121
symbiotic growth.” Dhiraj Jain, Director, Mahagun India, adds “We are extremely happy to be associated with Percept
Profile. Percept Profile has played an excellent and dynamic role in understanding and building up of various real estate
brands in the past.”
*********************************
Percept Profile adds Karbonn Mobiles and Mahagun India to its kitty
Source: Network2media.com, Date: May 25, 2011
Percept Profile is on a winning spree this May. It has added two more prestigious accounts in its kitty, namely, Karbonn
Mobiles (a JV between Jaina Group and UTL Technologies) along with the corporate mandate of Jaina Group and the
real estate major, Mahagun India.After showcasing its excellence and commitment in providing outstanding services to
other mobile brands in the past, making Karbonn mobiles the next big thing is the motto of Percept Profile. Percept
Profile plans to help Karbonn mobiles establish a strong brand identity and promote the Jaina Group at every decibel
level.Mahagun India is an organisation of zealous engineers and space planers, rich in experience and high on
commitment, which has helped sustain professional excellence for more than four decades. Percept Profile is
committed to sustain the image of Mahagun as the real estate major which is known to set examples in personal and
professional conduct while delivering products and services that exceed customer's expectations.On bagging the PR
mandates for two more prestigious accounts, Rahat Beri, COO, Percept Profile, said, "It's a pleasure to be associated
with Karbonn Mobiles and Mahagun India . With our utmost dedication and research based services, we plan to make
these brands the talk of the town. We intend to provide strategic solutions to our new clients along with 360-degree
communication across spectrum to help it reach the pinnacle."
On being associated with Percept Profile, Pradeep Jain, MD, Karbonn Mobiles, said, "It's a pleasure to be associated
with Percept Profile considering the milestones they have achieved in the past. They have demonstrated deep
understanding of consumer insights and their client requirements leading the path towards symbiotic growth."
Dhiraj Jain, director, Mahagun India, added, "We are extremely happy to be associated with Percept Profile. Percept
Profile has played an excellent and dynamic role in understanding and building up of various real estate brands in the
past.”.
(The coverage carried photograph of Ms. Rahat Beri)
*********************************
Monthly Media Dossier
May 2011
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INDUSTRY NEWS
McCann Erickson bags GM account
Source: The Economic Times, Date: May 2, 2011 issue
McCann Erickson has won the advertising business for all General Motors brands in India, after a pitch that extended
across four months. This marks the first time that General Motors India has opted to move all its brands-Beat, Cruz,
Optra, Spark and Captiva-to a single agency. According to an industry source close to the development, participants in
the pitch included incumbents Leo Burnett, Wieden and Kennedy as well as McCann Erickson and Contract. Following
the win, McCann Erickson will now work on creative business on existing brands as well as on forthcoming launches.
The account is estimated to be worth 150 crore. McCann Erickson India had previously worked on Chevrolet nearly half
a decade ago and is among the global agencies that handles the brand. Given China and India are among the critical
markets for General Motors, members of the international board were present for the rounds of pitch presentations. A
source from McCann Erickson claims that the account was won on the back of an integrated and seamless strategy.
"There was immense clarity in the brief...this was among the few pitches where we went in with just one solution," the
source added. The source further confirmed that the Chevrolet Promise, the three year free service guarantee would
continue to be a critical communication plank for the brand. A source at incumbent Leo Burnett denied knowledge of
the shift while General Motors was unavailable for comment at the time of going to the print.
***********************
Advertiser's biggest carnival
Source: The Hindu Business Line, Date: May 2, 2011 issue
Although the ICC Cricket World Cup has come to an end, the celebrations have not. The action off the field is still going
on and will continue to do so for some time. The Municipal Corporation of Mumbai recently announced that they are
going to create a museum of the World Cup. For a country, whose happiness and despair vacillate with their cricket
team’s performance, it is not surprising to see that the celebrations over their much awaited World Cup victory are far
from over. After this World Cup, not only Sachin but even Dhoni and Yuvraj have been immortalized, while the
advertisers are still queuing up to sign these immortal World Cup heroes. While the full enormity of the achievement had
not even sunk in properly, the Indian Premier League took off. The IPL started churning out new heroes by the day,
changing fortunes of the teams by the match. Paul Valthaty has become a household name today. As of now, there is
no team which stands unconquered. Most of the teams have got a good balance of players in their side making it a
keenly contested IPL with little to separate between the teams. If Punjab Kings XI have caught many by surprise,
entrants Kochi Tuskers by handing Mumbai Indians their first defeat, have raised a few eyebrows too. Pune Warriors
after starting off well have lost their footing while defending champions Chennai Super Kings have also been made to
bite the dust three times.
Written off players like L. Balaji, Ambati Rayudu and teams like Kolkata Knight Riders have resuscitated in this edition.
Adding to the hoopla is the increasing number of people watching IPL this year. India’s World Cup victory has changed
the entire equation. The number of women and children viewers has upsurged this year. Gone are the days when
cricket used to be a male skewed sport and families used to have quarrels over the remote. Nowadays everyone in the
family unanimously wants to watch IPL and cricket has become a family entertainer that any advertiser would put their
money on. Cricket has not remained the same after the World Cup and neither have the lives of people of this great
country. As Nelson Mandela rightfully put in - “Sport has the power to change the world. It has the power to unite in a
way that little else does. It speaks to youth in a language they understand. Sport can create hope where once there was
only despair. It is more powerful than governments in breaking down racial barriers. It laughs in the face of all types of
discrimination.”
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May 2011
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***********************
Films by city students to be screened at international festivals
Source: Hindustan Times, Date: May 2, 2011 issue
Startled by the news that on an average 11 people die on Mumbai’s railway tracks daily, a group of students decided to
make a film on it. Little did they know then that their venture Incerto, uncertain in Portuguese, will be selected for
screening at the New York Indian Film Festival (NYIFF) on May 5 and the Krakow film festival in Poland scheduled for
May-end. The group includes three students from Whistling Woods International (WWI), that has partnered with the
NYIFF to offer an international platform to deserving students. The 18-minute film tells the story of Diego, a boy
obsessed with capturing footage of accident-related deaths in Mumbai. He places surveillance cameras at accidentprone spots around the city and posts the footage on his website. Soon, a quest for a masterpiece begins and Diego
begins to predict these accidental deaths.
Rahul Prakash, 25, writer and director, said: “The film follows the
psychological journey of a character in a real-world setting. I’m ecstatic that the film has been selected for the festivals.”
The other students in the team include producer Aditya Satarkar, 24, and cinematographer Alman Sunkersett, 29.
Sanjay Wandrekar, who has worked on 3 Idiots, has given the background score. For NYIFF, Incerto has been selected
along with five other short films from Whistling Woods International, all to be screened on the same day. The other five
films include Kaala Pani, a film on the real-life story of a woman being branded for committing adultery in a village in
Haryana; Daily Soap based on the life of a struggling scriptwriter; Uss Paar, a short film about a father-daughter
relationship set amid Ganesh Chaturthi celebrations which stars Jackie Shroff; Punha a tale of a nine-year-old trying to
get funds for her puppy’s birthday party and Flip about an unlucky girl whose life takes a sudden U-turn. “These
students will be India’s next generation filmmakers,” said director Subhash Ghai, founder and chairman, Whistling
Woods International.
***********************
Value- Added services to keep telecos cash registers ringing
Source: Financial Express; Date: May 03, 2011
WITH a good set of numbers that are expected from the telecom sector in this quarter, analysts are also signalling
towards an increase in the share of value added services (VAS) to the total revenues. The share of VAS, which was
traditionally between 10-12% of an operator’s revenue, is expected to reach 15-18% in the fourth quarter, given the high
decibel 3G promotions from these operators. “3G services will further spur the uptake of VAS services as the high
speed mobile broadband will give the Indian mobile consumer an opportunity to communicate, engage and entertain
like never before. Idea has already registered 1 million 3G users on our network within the first month of the launch.
Early trends indicate high uptake of wireless broadband data by existing 3G handheld users,” said Sashi Shankar,
CMO, Idea Cellular.
As a percentage of mobility revenue to grow by 300bp and 200bp to 14.1% and 13.2% for Airtel and Idea, respectively,”
said Srishti Anand and Ankita Somani of Angel Broking in a note.Growth in VAS share is expected to reduce the downslide of average revenue per minute (ARPM). ARPM decline would be triggered by readjustment of postpaid tariffs due
to mobile number portability.Due to free minutes and lower tariffs offered due to MNP, analysts expect the combination
of flat ARPM and low growth in minutes of usage (MOU) to pull down average revenue per user (ARPU) by 2.1%, 2.5%
and 5.2% for Bharti Airtel, Idea Cellular and Reliance Communications (RCom), respectively.
Industry veterans expect revenue growth for all the three listed telecom companies- Airtel, Idea and RCom. However,
on profit after tax (PAT) level, barring RCom, which will see decline in PAT, the other two would be reporting an
increase in their...bottomline, say analysts. In a flash note, Rajiv Sharma from HSBC Securities said that Bharti’s higher
sequential growth is largely due to the fact that in 3Q FY11, Bharti has incurred one time re-branding expenses in both
India and Africa. “Separately, we expect this quarter to be robust for Idea Cellular, with about 10% growth, but muted for
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RCom. Our skepticism around RCom is driven by its rebalancing initiatives (this would limit usage growth) and 3G
launch expenses,” added Sharma....
*************************
Silence of Brands
Source: Indian Express; Date: May 03, 2011
It’s not just rock or pop concerts; classical music concerts too seem affected. Conductor Zubin Mehta, for one, made his
disappointment very clear over the imposition of the tax on a concert that had been organised by the Mehli Mehta Music
Foundation. He’d said at a press conference on the eve of his performance on March 30 this year that he doubted he
would come back to the city to perform. “The entertainment tax on the concert is too high. We’re trying to make money
for charity and we’re not able to do that,” he said, referring to the hike implemented last year by the then Revenue
Minister Narayan Rane.
As it stands currently, entertainment tax on concerts in Mumbai is 25 per cent on tickets and sponsorships, as opposed
to 10 per cent in Karnataka and 15 per cent in Delhi. It’s not just concerts that have been affected. The Bombay
Entertainments Duty (Amendments) Act 2010 includes all restaurants and bars that serve alcohol and music (live or
recorded). All five-star hotels would now have to pay Rs 2 lakh per month, pubs and lounges would pay Rs 1 lakh per
month and smaller restaurants would have to brass up Rs 50,000 per month.
In reaction, Meldan D’Cunha, owner of Soul Fry, a restaurant in Fort, which hosted regular live music gigs, joined hands
with musicians and other restaurant owners to launch an agitation —Please Don’t Kill Live Music. “But, the government
has got caught-up with a lot of other matters and they probably don’t think this issue is important enough. So it’s
remained on the backburner,” sighs D’Cunha, who has had to stop the live music performances at his restaurant. A
government official, who did not wish to be identified, has said, “We’re carefully considering all aspects of the matter.
One cannot expect a change overnight.”
But how much damage have these duties caused to the live-music scene in Mumbai, a place that has long been known
for its vibrant live music culture — whether it was the jazz bars of the 1960s or the more recent spurt in rock and metal
live acts?
Gigs remain a regular feature at places like Blue Frog and Hard Rock Cafe, while other venues, such as Valhalla and
Chez Vous, have started their live music offerings after the tax amendment was brought into effect. Rishad Byramjee,
director and owner of Valhalla, has chosen to take the government’s move in its stride: “I feel the entertainment tax is a
small price to pay for a little bit of recreation during a busy week. Even though it does affect our profitability and
increases costs, we have little choice but to take this in our stride.”
****************************
“Umbrella branding helps a product get established in the market faster”
Source: e4m, Date: May 03, 2011
Umbrella branding might present an opportunity to a product to establish itself faster in the market, but some limitations
are also attached to it. Replying to a query from Alpana Titus from Mumbai, Dr Prafulla Agnihotri, Director, IIM
Tiruchirappalli, & Co-author of the book ‘Principles of Marketing: A South Asian Perspective’ with Philip Kotler, says,
“Umbrella branding offers a number of benefits to the brand owner. One, it is economical. Two, it will help the product
get established in the market faster. Three, it will inherit the same brand proposition and legacy that is enjoyed by the
main/ original brand.”
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May 2011
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He, however, cautions that umbrella branding might impose limitations on creating a unique brand identity for a new
product. “Over a period of time, if the original brand declines or has to be fade out of the market, the subsequent
products also face a threat of getting extinct,” he says. The challenge for a marketer in such cases, Dr Agnihotri feels,
would be “to create a distinct brand character and personality to the diversified product”. “Many a times, it may simply
appear to be a brand extension of the original product. It is for this reasons, many leading marketers like HUL prefer to
use product branding strategy which offers them an opportunity to create separate brand identities to each of their
newer offerings,” he adds.
Dr Agnihotri answers to queries like these in ‘Pitch Q&A’, a regular segment in Pitch, the monthly marketing magazine
from the exchange4media Group. A renowned marketing thought leader, Dr Agnihotri carries 10 years of varied industry
experience and over 14 years of experience in academics. He holds a Master’s degree in Management Studies and a
Doctorate in International Marketing Strategy; teaches courses in Marketing Management, International Marketing,
Services Marketing, and Strategic Brand Management. He is also a visiting faculty at Euromed Marseille, MarseilleProvence, France, and CERAM, Sophia Antipolis, France.
To a question from Vikram Chaddha, New Delhi, on how to enter the lower and middle-class locality with a service
product like laundry and dry-cleaning, Dr Agnihotri feels that for new ‘target group’ a different brand name would help
differentiate the product from the existing one. “If you want to expand in the middle and lower income category
customers, then my suggestion would be that you should use a different name for your operations. Secondly,
considering the cost difference as compared to local services, it will take longer for you to establish your services
among this TG as it will be more price-sensitive,” he suggests, adding that the business aspects which influence the
cost should be given due attention in this case to attract the price-sensitive consumers.
I want to get into the village tourism business amidst apple orchards in Himachal Pradesh. Usually back-packers come
around these spots. How should I attract high-end tourists? Replying to this question from Sudhir Kalta from Shimla,
Agnihotri says that village tourist spots can be excellent destinations for honeymooners as well as others who want to
enjoy a quiet holiday amidst nature. But he cautions that offering an excellent experience should be a must for this kind
of service product. “You will have to ensure that your resort offers an excellent experience to your guests and you will
have to think how you can make their stay with you memorable so that they go back as your ambassadors.”
Alternatively, he also suggests that the village resorts can be a great place for corporates for their board meetings and
corporate training and as a regular holiday destination for their employees.
*****************
Advertisers, teams pad up for post-IPL promotions
Source: Mint; Date: May 03, 2011
Though television ratings have been low, franchisees are likely to keep fans hooked with marketing campaigns
Indian Premier League (IPL) teams will carry out a slew of marketing exercises after the 51-day tournament is over to
build their brands and keep interest alive before the next season. Almost all the franchises that participate in the fouryear-old quick-format cricket tournament are hiring specialised branding firms to help them organize sporting and nonsporting events throughout the year, particularly targeting the youth and children. “When IPL is on, the focus is on
players and the matches. When cricket is not on, we need to strengthen the brand and keep it vibrant and attractive to
our target audience,” said Amrit Mathur, chief operating officer of the Delhi franchise. “So it’s going to be a
comprehensive year-long activity.”
Mathur said the franchise management will sit down with the team’s 14 sponsors—including brands such as Coca Cola,
Adidas, Panasonic, Kingfisher and Idea—to draw up post-tournament promotional events once the IPL ends on 28 May.
They are already looking at organising music concerts and cricket tournaments for street children. Fans will be informed
about the events through social networking websites such as Facebook and Twitter. “Every team is doing this as it’s not
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just about the 45-day affair,” said Mehul Shah, vice-chairman of the Kochi Tusker Kerala team. “The show must go on
for 365 days.” Rajasthan Royals has hired UK-based Photolink Creative Group, which has helped with the branding of
Manchester United and Everton football clubs. Photolink will chalk out programmes for engaging fans after IPL, said
Holly Harvey, director of business development at the company’s India unit, but declined to give details of the strategy.
Kolkata Knight Riders (KKR) is working with Mumbai-based MarketGate Consulting. The marketing firm’s director,
Shripad Nadkarni, also declined to share plans, citing client confidentiality. OPN Advertising Pvt. Ltd is planning sportsrelated corporate social responsibility initiatives for Chennai Super Kings, said S. Chockalingam, founder and director of
the advertising firm. “We thought of doing a corporate tournament, but it’s too much cricket. That’s why we want to go
beyond cricket to other sports,” he said. Rakesh Singh, the head of marketing at Chennai Super Kings, said the
franchise will also hold painting competitions for schoolchildren this year and has launched a monthly comic series
featuring its cricketers.
Pune Warriors India is planning cricket coaching camps with its players as well as local cricket tournaments. Dhruv Jha,
business head for brand experiences at the consulting firm Lodestar Universal, said team sponsors also want to take
IPL-related marketing beyond the tournament. “We are talking to a lot of clients in terms of developing plans and
proposals that are non-IPL but yet they will grow both the team’s equity and their association with them,” said Jha,
whose firm advised Tata Motors Ltd’s sponsorship deal with Delhi Daredevils and KitKat chocolate’s association with
KKR. “All the franchises have realized that we just come and go and don’t seem to keep it alive. Now they want to
prolong and sustain this as a brand,” he added.
Mathur of Delhi Daredevils said it makes business sense for the franchises to come up with year-long marketing
strategies. “This year, cricket as well as the financial side of IPL have undergone phenomenal changes,” he said,
referring to the new players’ bidding that took place ahead of the tournament, the addition of two new teams and
sponsorship changes for most of the teams. Franchises have signed players on three-year contracts; the sponsors are
also on similar deals. “Now things are settled to start these kinds of promotions,” Mathur said.
“Now that the tournament has matured and the teams are in place, there will be some continued effort to market the
team and build the franchises,” said Shubha George, chief operating officer of media agency MEC. Television ratings of
the first 26 matches of the tournament have, however, been the lowest since the IPL’s inception in 2008. The average
rating for the 26 matches in six metros—Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad—dropped to 4.3
from 5.52 last year, according to television audience measurement agency TAM Media Research Pvt. Ltd. Jha of
Lodestar said lower ratings should prompt franchises to carry out more “sustainable activities” to build their brands.
MEC’s George said the fall in television ratings was expected, with the number of matches going up from 60 last year to
74 this year. “I don’t think I would be alarmed by the fact that it’s going down,” George said. “It is going down as there
are more matches and it’s not possible for viewers to watch with the same level of intensity. There will be a middle
period where there will be a slackening of interest.”
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The most profitable REVENUE MODEL for Telecom Industry!
Source: Audiencematters.com, Date May 03, 2011
People are highly addicted to this gadget called CELL PHONES. This is become the necessity for every individual in
this world. Mobile phones today have moved beyond their elementary role of communications and have graduated to
become an extension of the character of the user. Mobile phones today have become a style statement for most of the
users. It has moved of far beyond from just a gadget to be in touch. Today masses use phones to listen to music and
play games. And nowadays they have an added attraction of newly introduced Value Added Services (VAS). Value
Added Services are the new mode of revenue for the telecom players. Every telecom service provider has something or
the other new to offer to its consumers. For consumers VAS has become so important that before buying a sim card
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they check what other service the company is providing. India’s mobile VAS industry is vaguely worth Rs. 11,860 crore
growing from Rs. 2,850 crore in less than five years as per the report released by Internet and Mobile Association of
India (IAMAI). The report also states that the mobile applications firms are the next big thing in VAS space are already
witnessing a large push from the supply side. These mobile application firms have also started earning big money
through the value added services. Talking about the revenue generation through VAS Lalit Bhise Founder and CEO
Mobisy Technologies Pvt. Ltd says, “We are a three year old company working in the area of Mobile applications and
services. We have been running profitably for past three years and all our revenues come from Mobile applications and
related services.” About investors reaction he states, “Investors react more to market trends rather than technology
trends. Traditionally operator centric businesses have been relatively more successful in India and hence early
investments have been in that domain. Going forward, I think investors will find key applications and platforms which
can attract consumers directly more interesting due to their business potential.” Explaining about the revenues of
Aquilonis Technologies Pvt. Ltd Rahuldev Rajguru states, “We have a unique offering in terms of our cross platform
technology for mobile phones that helps develop diverse mobile application that are data intensive and interactive. Our
100 percent of the revenue comes from mobile application based value added services and that helped us grew 2.5
times year on year.”
Talking about Venture Capital (VC) declining Bhise says, “The traditional VAS business in India is done along with
Operators. It's a very tricky domain to navigate and established players have a huge advantage due to the relations they
have already built in the space. Considering this it is understandable that VCs consider it a very risky space for startups
to navigate especially if they depend on operators to market their services. Having said that my experience with VCs
tells me that they are still very keen on Mobile based services if a startup can demonstrate their revenue generating
potential.” About the response of the telecom industry Bhise explains, “You see an advent of more and more app stores
to make it easy for consumers to discover and deploy mobile services. With these you will see that barrier for entry in
Mobile VAS domain reduces significantly. Bigger VAS players like Onmobile are already investing heavily in services
business and I think it will continue, we will also see an emergence of operator and manufacturer agnostic Mobile
services.” When it comes to competition Bhise states, “We are building an operator and manufacturer agnostic mobile
application platform with the hope that more and more players in Mobile industry will find it easy to deploy their services
using this platform. Our secret sauce is the handset agnostic way we provide to build downloadable applications. We
work with Enterprises, Media companies and individual developers to build services much needed by consumers which
Operators and handset manufacturers are unable to provide as of today.” About the same Rajguru says, “The best way
to stay ahead of competition is to think much in advance. Any product is vulnerable to get copied and hence,
competition plays a vital role. There are several parameters that make one product unique irrespective of the
competition; those are continuous improvement through product innovation and new features at regular interval,
excellent customer support and staying up to date with the technology. We strive to be best in all these parameters to
make sure that we leave our competition behind us always.” So value added services earn big bucks for the telecom
industry helping them to grow by leaps n bounds...
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Its time for Modern Marketing!
Source: Audiencematters.com, Date May 03, 2011
Marketing today, should be such that it appeals to the mass and hence it should be in a more modernized way.
Marketers today are not only approaching their target with traditional marketing strategies but they are also aggressively
into modern marketing. Traditional marketing for sure has helped brands to survive but now, with increasing
competition, success is what matters! Traditional marketing along with modern can not only help the brand in surviving
but also thriving.Traditional marketing depends only four dimensions of marketing which are, Product, Price, Place,
Promotion whereas modern marketing is much more than that and involves things like, PR, Space, timing of launch etc.
Traditional marketing’s focus is unidirectional whereas that of modern marketing involves marketing, sales, technology
etc. It means using day old methods for promotions like signboards or hoardings on street side etc. but with the change
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in technology, SMS marketing, email marketing , blog marketing, social marketing and all sorts of communication media
has taken the place with traditional methods and they are more effective because what we watch and hear (like video)
remain for most time in our memory and that is what a company needs while advertising about a product or company.
Talking about the advantage of Modern marketing, Sudha Natrajan, President and Chief Operating Officer, Lintas media
group says, “Modernization is occurring all around us, brands that stay ahead of the evolution curve get to benefit
greatly from it. It helps them get a first mover advantage and bond with their emerging target consumers in a better
manner. Impulse purchase of various products has increased substantially with modern marketing. It is so often
experienced that one ends up buying several products that one really doesn’t need, when the shopping experience is
changed”. In conversation with Sanjeev Gupta, MD, Global advertisers, he says, “I believe that rapid expansion of
digital communication channels, growth of experiential marketing, all have helped to bring us far closer to the consumer
than ever before. TV, Radio, Print are pioneer advertising methods to reach mass consumer but as we have entered in
21st century, technology has grown manifolds. Indian Consumers are now aware about the product and they know
other options as well. So I believe the winner is one who walks with time”.
The Traditional marketing has a manufacturer, whole lot of middleman including traditional advertising and customers.
Modern marketing has a manufacturer and customers without which no business will function. But the middleman,
advertisements and monitoring of demand and supply has undergone lots of changes. Big malls are directly supplying
goods from manufacturers to consumers doing away with middlemen. MLMs and Direct Marketing have totally
eliminated the middlemen and passing 60% of middlemen revenue to consumers who put some effort by way of word of
mouth publicity. Modern communication tools are doing their bit of advertising and monitoring. End consumers get
convenience. Talking about the gradual shift from traditional marketing to modern marketing, Vistasp Hodiwala Vice
President and Senior Creative Director, JWT, Mumbai says, “Marketing has to keep pace not just with the evolution of
the consumer but even with the evolution of the very marketplace; if distribution itself has undergone a sea change over
the past decade, marketing cannot afford to be stuck in old formulas”. Adding about how does it help companies, Gupta
explains, “All conceivable physical areas – from live music venues to sporting arenas, retail stores and shopping
centers, music festivals, food and fun fairs, transport networks, restaurants, libraries, gyms, cinemas and even public
spaces are all now territories where modern way of marketing coming out quite effectively . I think brands have got
immense opportunity to understand consumer behavior. The digital world has continued to rapidly evolve in terms of
brand communications through Google, Facebook, Twitter and YouTube, so there has been an increasing attention to
live consumer engagements in the physical space, with emotional connection through experience. Those brands
quickest to change their approach to consumer communications and to focus on both the traditional and modern
marketing trends are not only surviving, but also really thriving”. On the same, Hodiwala states, “Yesterday was all
about the neighborhood kirana store. We bought only what was absolutely required and did not shy away from making 5
trips to the same store to buy the same things in a month. Today, the buying pattern constitutes buying in bulk for a
month from a Hypermarket store. In fact you may not even start out to buy that particular item unless of course
something about it catches your fancy; say with the way it is displayed or packaged. The decision happens on the spur
of the moment. So if your brand is conspicuous by its absence and is not marketed in a way where it can grab eyeballs,
it’s as good as dead. So, in essence, Survival and Success have never been so closely interlinked in the life of a brand
as it is now”. Gupta signs off with, “On an average, single consumer comes across around three thousand brands per
day. Marketer needs to give exposure to the brand in digital, social and traditional mediums, to create a right Media Mix
which penetrates consumer mind, increases the ‘Brand Recall Value’ and motivates him to buy the product .I think this
type of approach, along with a desire to innovate, will help shift us into the new marketing paradigm where so much
more is possible in far less time. That is a marketing future that I hope we all would like to be a part of”.
**********************************
How loyal are rural consumers?
Source: Audiencematters.com, Date May 03, 2011
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India, a country of diversities has different people, with different tastes, languages, colors, choices. There are rich
people, poor people and also urban and rural consumers. Whenever we talk about the success of a brand, brand loyalty
plays a very important role. When different people have different choices then ofcourse they will be having different
degrees and reasons of brand loyalty. Urban population is often known to experiment new products, brands but also
many people are brand loyal because of one or the other reason. But is it also applicable to the rural people? Are they
brand loyal? There are significant differences in the levels of awareness and literacy of urban and rural consumers. Per
capita income in rural areas is half of that of urban areas. Value for money is more important to rural people. They buy
small quantities and more frequently. Urban people often do not display brand loyalty whereas rural people display
brand stickiness. Talking about what plays integral role in buying decisions of rural people, Jude Fernandes, CEO,
Mudra India says, “While many factors are common between the Urban and rural counterparts. The factors which would
be of special significance for the rural people are Emphasis on functionality or quality like durability or 'Tikaao-pan' or
'Chaltaa he rahe' aspect of a consumer good is of major significance to the rural consumer, Joint decision making as
decision making is a family affair thus, a product proposition should be potent enough to attract all members of the
family, Recommendation, WOM and Joint purchase. Many a time, in a first-time purchase of a category, the consumer
is accompanied by a confidant (who has experience in buying it earlier)”. Sanjeev Gupta, MD, Global Advertisers says,
“The mantra to capture the minds and souls of rural people is completely different. For them value for money and
product benefits and price precedes the luxury element or futuristic traits an ad or product promise. And when
advertising satisfies these basic and practical needs of a person in the rural area, the decision for going ahead and
purchasing the product is simplified”.
The rural crowd sticks to older brand and they are resistant to try new products. According to Gupta, “The rural man’s
land is slowly but gradually evolving. Earlier, a Hindi film would take months to release in the rural land post its release
in metros but now that no longer holds true. Within weeks the hype and frenzy reaches smaller towns and villages. Yes,
but having said that smaller towns yet are less exposed to multiple brands in terms of luxury and high maintenance
products. The marketing budgets of all companies do not allow for all and sundry to be advertised in these lands, hence
only giants like HLL or Godrej or Tata’s constantly advertise and promote their brands here. And considering the people
have been constantly exposed to these names for years now; the loyalty, comfort and trust associated with them is very
strong”. Adding about the brand loyalty of rural people, Fernandes adds, “This is only partially true, the ‘loyalty’ was
earlier due to the fact that only a few products could reach the rural markets because of distribution and supply-chain
nightmares and still fewer could get the price-value equation right. Now that specific rural brands and initiatives are
underway, this notion of ‘loyalty’ would soon get challenged. Also, once the proposition of quality gets associated with a
particular brand, the earlier loyalist (who happen to be the family elders too), exercise their veto in favor of these
products. And thus an established brand has a longer life-cycle in the rural markets”. Advertisers are working efficiently
in order to please rural people. There are ways of innovative advertising in villages like paintings advertisements on
walls, trees etc. can get attention of the rural people. Talking about the investment flocking into rural areas in terms of
advertising, Fernandes says, “One factor is that the many big rural markets are now no-more Media-dark. The
penetration of TV, C&S, Radio and rise in literacy (leading to greater penetration of newspapers and magazines) are
making it much easier for marketers to reach the consumers with their messages”. Fernandes continues, “Secondly,
investment is a function of the expected returns from these markets. The consumption behavior of rural India has itself
evolved drastically, with higher disposable income and inclination towards a better, ‘city-like’ lifestyle has made these
markets even more lucrative. Finally, as the urban markets would reach their optimal penetration, companies would
have to look towards the rural India; categories like Telecom, white-goods, everyday personal care items are already
coming face-to-face with this reality”.
On the similar lines, Gupta explains, “Villagers are flush with disposable income thanks to bountiful harvests and good
amount of land deals that have come their way in the last couple of years. Brands and companies have realized this
and hence apart from FMCG, mid premium categories too have started allocating some amount of budgets for creating
awareness and visibility in these areas”. For different areas, different marketing strategies work. Adding about the
marketing strategies that are effective in rural areas, Gupta says, “Prize or lucky draw coupons on purchase of
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products, exchange and discount schemes, tie-ups with post offices for marketing and distribution and creating
awareness at village fairs, skits, street plays and mobile vans is very effective in rural areas as people are more
exposed to the outdoor media in smaller towns be it the community gatherings or the ram leela pandals that are
created. Announcements, publicity at the theatre and now mobile, television and radio are too working well in terms of
reach. Celebrity endorsements for products and further if these celebs are taken between the rural men, it works
wonders for the brand”. Adding about the marketing strategies, Fernandes states, “There are few effective strategies
like Gaining Community Endorsement, Establishing a Cultural-Connect, Media Selection and Planning. While the endconsumers of a product might be an individual, there are an amazing number of direct and indirect influencers (even
gatekeepers, promoters, buyers) who determine the acceptance or rejection of a consumption category. Latest
marketing efforts to reach out to this consumer involves roping-in the influencers, thus, micro-finance institutions
(NGOs), ASHAs (Accredited Rural health Activists) and VHSC (Village health and sanitation committee) have proven
effective mediums of influencing a behavior change. Ironically, these are championed by government and civil society
bodies and are being adopted by corporate only recently”. Fernandes adds, “Regionality, reference groups and
ideologies lead to its own set of sub-cultures with peculiar idiosyncrasies and dogmas. Thus, naming, color scheme,
and messaging are crucial elements of success. Rural branding calls for a greater component of local media and less of
the mass media. Innovation at the level of media (and messaging) is crucial for adoption. Different Income pattern,
economic status and profession mean peculiar purchase habits and consumption patterns for this consumer the media
should be planned keeping these factors in mind”. Though the rural consumers are different than their urban
counterparts in many senses but they are potential consumers and can’t be ignored. Hence, measurements should be
taken and wise strategizing should be done to influence them, to make them brand loyal.
**********************************
Hollywood now has a new fascination about bin Laden
Source: Financial Chronicle, Date May 04, 2011
Television too will likely rush out a few quick movies on his life. AMA bin Laden’s death is blockbu ster news for
Hollywood, whose attempts to dramatise the wars in Iraq and Afghanistan have largely bo mbed. Instead of churning
out little-seen films about death and destruction wro ught upon civilians and military personnel, the studios can now tap
into resurgent American pride with movies about the hunt for the wo rld’s most wanted man. f only John Wayne were
still alive or Arnold Sch warzenegger were younger to star in a gung-ho film about the daring strike by dashing Navy
SEAL operatives on a compound in suburban Pakistan. Picture Bla ck Hawk Down with a happier ending, or Die Hard in
Islamabad. oincidentally, the Oscar-winning director of The Hurt Locker an Iraq war film that earned just $17 million at
the box office has a chance to reach a wider audience with an aptly named follow-up, Kill Bin Laden. ccording to
entertainment news website Deadline.com, Kathryn Bigelow and her The Hurt Locker screenwriter Mark Boal have
been working for some time on their project about an earlier, unsuccessful mission to nab bin Laden. etails about the
film's plot were sketchy, Deadline reported, but the filmmakers will likely need to rework the script to take into account
real-life developments. A spokeswoman for Bigelow said she was not talking. levision will likely rush out a few quick
movies if history is any guide. Within six months of the successful Israeli hostage rescue mission in Uganda in 1976,
two television movies had been broadcast. The rescue of US soldier Jessica Lynch by Special Operations forces in Iraq
also got a similarly quick turnaround time in 2003.
he Navy SEALs short for Sea, Air and Land were notably depicted in a 1990 action thriller of the same name starring
Charlie Sheen. The film’s director, Lewis Teague, told Reuters that a new movie should be similar to United 93, a
semifactual real-time depiction ofevents aboard one of the illfated 9/11 flights, or to Touching the Void, which blended
documentary footage and recreations to show a mountaineering mishap. deally, the filmmakers should get full
cooperation from the Navy SEALs, especially since Teague said they videotape all their operations. And don't forget a
few good jokes, said Teague, a West Asia expert who spent about a year working closely with Navy SEALs in San
Diego on his project.
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"I would definitely do it with humour," he said. "It takes a very peculiar character to be a Navy SEAL -courage, stamina,
dark humour, a witch's brew of a warrior's mentality." Can't wait for the film? How about the book? In another strangebut-true coincidence, former Navy SEAL sniper Howard Wasdin is bringing forward the publication of his memoir by two
weeks to next week. Seal Team Six is about Wasdin's Navy SEAL training and his service in Somalia during the 1990s.
Even though the book has nothing to do with bin Laden, Hollywood studios barraged Wasdin's agent on Monday. "This
story is really on everyone in Hollywood's mind right now, so it is probably going to be a race about who can do this type
of story," Scott Miller said.
**********************************
Facebook sued over social ads
Source: Business Standard, Date May 04, 2011
Facebook Inc, the world’s most popular social-networking site, was sued for not getting parents’ permission before
displaying that minors “like” the products of its advertisers. The lawsuit seeks class-action status on behalf of Facebook
users in New York state under the age of 18 who had “their names or likenesses used on a Facebook feed or in an
advertisement sold by Facebook Inc. without the consent of their parent or guardian.” Facebook began offering “social
ads,” which display the names and likenesses of users’ Facebook friends who click on the ads’ “like” button, in
November 2007, according to the complaint. The names or likenesses are also displayed to friends when a user RSVPs
for an advertised event, according to the complaint. The endorsements also show up on Facebook friends’ home-page
feeds.The suit was filed by Justin Nastro, a minor in Brooklyn, through his father, Frank Nastro. Facebook doesn’t seek
parents’ permission for the minor users’ endorsements, according to the complaint.
****************************
Hero Honda Net Skids 16% on Rising Input Costs,Ad Spend
Source: The Economic Times, Date May 05, 2011
Cos operating margins improved on the back of 2% price hike in March . India’s largest two-wheeler maker,Hero
Honda,posted a 16.2% decline in net profit for the fourth quarter ended March 31,2011,its fourth consecutive quarterly
fall,due to rising input costs and higher advertising spend during the World Cup Cricket.The BM Munjal-owned
company,which recently parted ways with its 27-year-old Japanese partner Honda,posted a net profit of.502 crore
during the quarter ended March 31,2010.The companys sales rose 23% to 14,54,431 units in the quarter boosted by
rising rural incomes and new launches.While car sales slowed down due to hardening interest rates,two-wheeler sales
are still riding high as 70% of purchases are done through cash payments.We had the highest sales in the fiscal backed
by new launches and fast network expansion, said Pawan Munjal,MD & CEO,Hero Honda,in a statement.The
companys annual profit also mirrored its fourth quarter performance.Hero Hondas net profit fell 14% to.1,928 crore for
the fiscal year ended March 31,2011.Backed by record sales of over 5.4 million units in the fiscal,the company
registered a 22% increase in its total turnover (net sales & other operating income) at.19,401 crore during the last
fiscal.Operating margins are better on a quarter on quarter basis (100bps),as against the corresponding quarter
margins which were down by more than 500 bps.This indicates that a 2% price hike in March and improved product mix
has helped arrest further erosion in margins.Going forward,the motorcycle major will maintain margins at the Q4 levels,
said Deepak Jain,analyst at institutional brokerage firm Sharekhan.The company aims to post a 15% growth in sales in
the current fiscal to cross the 6-million mark.It has enhanced it capacity to over 6.15 million units from the current 5.5
million units with an initial.300 crore investment.The company plans to invest.600-800 crore this fiscal in a proposed
fourth plant.As part of our long-term vision,we are fast enhancing our R&D capabilities to bring new products.We are
also exploring market opportunities in several parts of the world through a dedicated cross-functional team that has
been set up for this purpose, said Mr Munjal.Hero Honda said it will pay royalty of.2,479 crore to Honda Motor.This will
include.550 crore for export licence.The two-wheeler maker will have to pay for producing,selling and servicing current
products.Hero Honda shares declined 3.63% at.1,600.10 on BSE on Wednesday.
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Firms roll out small TV, fridge for rural mkt
Source: The Financial Express, Date May 05, 2011
After having moved into the rural markets, consumer durables companies are now increasingly customising their
products for such markets.While Godrej will soon be launching a small refrigerator ‘Chottukool’ priced at R3,500,
Panasonic is coming out with special products such as solar lanterns, televisions and other electronic items for the rural
customers. According to Godrej, which draws more than 40% of its annual share from the rural market, its R3,500
chottukool refrigerator is a 43-litre cool box, weighing 7.8 kg that runs on a cooling chip and a fan unlike the traditional
compressor based cooling systems. Samsung has also come out with semi-automatic washing machines, refrigerators
and televisions for the rural market which contributes 25% to its annual revenues. Ravinder Zutshi, deputy managing
director,samsung, said, “Samsung has come out with direct cool refrigerators called the Pride Series which is stabiliser
free and is doing very well in the rural markets The pride direct cool refrigerator range starts from R9,500 and also
comes in five star rated category. We also have semi-automatic washing machines for the rural masses starting from
R7,200.” Soon Kwon, managing director, LG Electronics India said, “Lot of R&D activities are going on in LG India to
serve that customer category in rural India for products such as refrigerator, washing machines and televisions at lower
rates,” he said. Kwon added: “We have a special focus team known as Indian Inside product (IIPT) where they study
aggressively to produce the right products.” Around 20% of LG's annual revenues comes from the rural markets.
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NOW, A MOVIE PREMIERE LEAGUE
Source: Hindustan Times, Date May 05, 2011
Celebrity Cricket League to have teams from Hindi, Tamil, Telugu and Kannada film industries After the cricket hysteria
surrounding the World Cup and Indian Premier League (IPL), four Indian film industries have come together and formed
the Celebrity Cricket League (CCL). Based out of Chennai, this league will bring film fraternities from the south and
Bollywood together to battle each other for the top spot. The first season will consist of four teams -Bollywood, Tamil,
Telugu and Kannada film industries -who will play six league matches and one final game. Suniel Shetty with Salman
Khan as the Icon Player will lead Mumbai Heroes the Bollywood cricket franchise -owned by Sohail Khan
Entertainment. Sudeep will lead the Kannada team, Surya will helm the Tamil team and Victory Venkatesh will guide the
Telugu team. “It will be a unique coming together of cinema and cricket,“ says Shetty, “The idea was to combine India's
two most celebrated religions -cricket and films.“ “The selection of the final teams will be based on how good the
celebrity player is, but they may also pick some people purely for the glam quotient and promotional purposes,“ informs
an insider. Bollywood's team has been practicing from 7 pm to 11 pm every day for the last week. Suniel, who was a
regular at the stadium during the recent World Cup, wants to be ready. “We plan to play matches over the weekend.
Despite our busy schedules, all of us have committed time for this purpose. We have pretty decent players and six
weeks are enough to practice our fielding and bowling,“ says Shetty. The team has a few all-rounders like Sohail Khan,
Aftab Shivdasani and Riteish Deshmukh and other players like Shabbir Ahluwalia, Sonu Sood, Kunal Kemmu, Ashish
Chowdhry, Kabir Sadanad, Varun Badola, Makarand Deshpande and Mahesh Manjrekar. “We're playing for fun, fitness
and charity. The proceeds from this will go to the backend workers in the various film industries involved with the CCL.“
The event will take off with an inaugural ceremony and league fixtures will take place on June 4 in Bengaluru, June 5 in
Chennai and on June 11 in Vishakhapatnam.The finals will be held in Hyderabad on June 12. The games will be aired
on television too.
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Lintas Media Group launches a new division
Source: Business Standard, Date May 04, 2011
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Lintas Media Group - the media arm of ad agency Lowe Lintas - has launched a new division. Called Limelight, the
division will provide solutions in the space of broadcast, digital, print and out-of-home. The division will be headed by
Kacon Sethi, former chief executive officer of production house K Sera Sera. Sethi, a media and advertising veteran,
who has done time with agencies such as JWT and Grey and also worked with media owners such as Sony
Entertainment Television in her 22-year career, was managing partner at MediaSys Solutions prior to taking up her
current position.
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Small film-makers bet on Cannes Festival to create global buzz
Source: HT Mint, Date May 06, 2011
For a company that’s been supplying components for Indian Army fighter tanks for over three decades, Vandana
Trading Company’s tryst with film-making may sound odd. But Vinod Lahoti, proprietor of the Kolkata-based company,
with a turnover of Rs.100 crore, thinks otherwise. Lahoti’s second Bengali feature film Chhatrak (Mushroom) will be
screened at the Director’s Fortnight section of the Festival de Cannes 2011 (Cannes Film Festival 2011). The film,
directed by Vimukthi Jayasundara, a Sri Lanka-based film-maker (also Lahoti’s friend), was made on a budget of Rs.810 crore and revolves around a man who returns to his family in Kolkata after spending years out of the country. Films
have been a passion for Lahoti but, being a keen businessman that he already is, Lahoti’s confident that showing his
film at the Cannes Film Festival will help him garner profits of 20-30% through sales in international territories. To be
sure, last year Lahoti produced Kagojer Bou, his first feature film on a budget of Rs.1 crore that had a limited release in
30-40 screens in Kolkata and other parts of West Bengal. “If my first movie was a stepping stone into film making, my
second film gave me confidence,” said Lahoti. Post the international outing at Cannes, Lahoti hopes to also strike coproduction deals for his next dream venture: a full-length Hindi feature film. Starting 11 May, film-makers, producers,
buyers and distributors from 35 countries from all over the world will watch roughly 50 films that will be screened in
different competition sections of the 64th Cannes Film Festival.
“When you think films and business, you think Cannes,” said Amrita Pandey, senior vice-president, international
distribution and syndication, UTV Motion Pictures, the film division of UTV Software Communications Ltd. “While there
are a host of other prestigious international film festivals, Cannes is very well-attended,” she added. Pandey has been a
regular at the festival and agrees that besides the well-heeled production studios, it is a platform for aspiring filmmakers too. “My guess is that many new film production companies based on the quality of their work can strike coproduction deals for their works,” she added. The deals for each film for home video, theatrical and television sales
rights, especially for emerging territories such as Turkey, Taiwan, Israel, Morocco, showing avid interest in Indian films,
can range anywhere between Rs.2.5 lakh and Rs.50 lakh, even more. According to Pandey: “We still strike deals on
some of our older films like Jodhaa Akbar, Taare Zameen Par and Rang De Basanti.” Perhaps that’s a reason why
some individuals with unusual backgrounds, totally unrelated to films, have made movies that will be showcased this
year at the Cannes Film Festival. Take Ajitesh Sharma, for instance, whose 30-minute short film, Visible Bra Straps,
gets featured in the festival’s Short Film Corner section. Sharma, a mechanical engineer by profession grew interested
in “telling stories and capturing them on camera” while he was a management student at the Indian School of Business,
Hyderabad, in 2008. Sharma’s first feature film, Once Again, was made on a shoestring budget of Rs.2-3 lakh and had
professors and students from the management institute doubling up as actors. “In the first film, my technique of
storytelling was wrong. Cannes rejected me outright when I’d applied last year. This time, I was confident of my
product,” said Sharma. Showing their content on a viable platform without spending a fortune is what is attracting the
likes of Sharma and Lahoti to Cannes. So, barring the travel and accommodation and the submission fee of €95
(roughly Rs.6,200), you don’t pay for anything else, explained Santanu Mishra, executive trustee, Smile Foundation
India, an NGO devoted to the cause of poor children. However, if the films are not part of any competition and are
screened in the festival’s “marketing” section, it costs Rs.11,000-15,000 per screening. Mishra would know. Last year,
Smile Foundation made a two-hour long film called I Am Kalam, a warm film revolving around the subject of child
education. The idea, said Mishra, stemmed from the NGO’s urgent need to reach out to audiences not just in India but
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abroad, making them aware of children’s education and its state in India. Made on a budget of roughly Rs.2 crore, I Am
Kalam was screened at the Cannes film festival last year. The film had two screenings in the “marketing” section, which
allowed it to get a launch in global territories. Television, home video and limited theatrical rights of the film, for instance,
were sold in territories such as the Netherlands, Luxembourg, Germany and Taiwan. “Our small film gradually became
big at Cannes last year,” said Nila Madhab Panda, director of I Am Kalam. Though the film is yet to release officially in
the Indian market (it will, by June-end), Panda explains that the film has already travelled to 25-30 film festivals all over
the world. In fact, many of the invitations were received by other film festival organizers who saw the film’s screening at
Cannes. “For films, genuinely high on content but low on investments, a film festival like Cannes is the global platform to
create a ‘worldwide buzz,’” added Mishra.
This year, through the film’s tie-up with global sales agent IDream Independent Pictures Ltd, the film is once again
getting screened at Cannes. Panda is confident that I Am Kalam will not only recover its cost of production but also
make a tidy profit. “The Indian theatrical release will be a bonus because we’ve started counting our profits already,”
said Panda. “We will aggressively tap the US and UK markets for the film this time at the festival,” he added.Gopakumar
Balakrishnan Nair, who has been attending the festival for the last five years feels that Cannes and the world at large is
waking up to the independent film-makers from India and that in turn might just be giving a fillip of sorts to aspiring filmmakers who come from different walks of life. A lawyer by profession who also deals in real estate business through his
Trivandrum-based company GBN Spaces Pvt. Ltd, Nair made a film 10 years ago, co-produced by National Film
Development Corporation (NFDC). Unhappy with the way it was promoted, Nair began working on another script a few
years ago while also attending the film festival annually. This year, he’s hoping to firm up a deal with international
producers based on a script that he’s written.
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Tupperware party moves to social media
Source: HT Mint, Date May 06, 2011
Firm to increase presence on Facebook, Twitter as it seeks consumers to buy and sell its products. Looked at in a
certain way, the venerable Tupperware party could be deemed an early form of social networking or word-of-mouth
marketing. Now, the Tupperware parent is making a big bet on the contemporary, digital equivalents. Next week,
Tupperware Brands Corp. plans to significantly increase its presence in social media such as Facebook and Twitter,
which more consumers are using as ways to connect with marketeers as well as each other. The goal is to find “more
disruptive methods” to dispel perceptions that “we are your mother’s Tupperware”, said Rick Goings, chairman and
chief executive of Tupperware Brands in Orlando, as the company seeks more consumers to buy and sell its products
like containers, cutlery and cookware. A Facebook page devoted to a Tupperware campaign that carries the theme
“Chain of confidence” will get more rich content like video clips featuring women of achievement who will be presented
as “confidence counsellors”. The page will also offer blog posts, articles, motivational tips and inspirational quotations.
Tupperware is to join the ranks of marketeers seeking to encourage Facebook users to say they “like” corporate pages
by enlisting the singer Kelly Clarkson to lead an initiative that will promise a donation of a dollar to the Boys and Girls
Clubs of America for each new “like” clicked for the revamped Facebook page. And Tupperware will add an account on
Twitter devoted to the confidence campaign, supplementing others used by the company’s US sales force, marketing
arm and corporate public relations department. Comments on Twitter related to the campaign are all to be identified
with an “official” hash tag, #Confidence.
“It’s time to take it up to the next level,” Goings said of the company’s social media efforts. Tupperware Brands has long
believed in the power of social networking, he added, because recommendations about a brand or product “from
someone you have confidence in is the absolutely best form” of marketing. Underlining that Tupperware Brands runs no
traditional advertising, preferring to spend its marketing dollars on public relations, events, celebrity endorsers and
promotions. For instance, the chef Michael White took part in March in a two-day “pop-up” restaurant dubbed the
Tupper Club. And Clarkson is to perform later this month at a concert, called Confide and Conquer, that will be
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sponsored by Tupperware in New York. For a marketer like Tupperware Brands that specializes in direct selling, “the
only thing advertising does is it makes your sales force feel supported”, Goings said, but that can also be accomplished
“when you offer them incentives and trips”. Elinor Steele, vice-president for global communications and public relations
at Tupperware Brands, characterized the company’s current status in social media this way: “We’ve kind of stuck our
toe in the water, dabbling in Facebook and Twitter in a small way.” “Now, we’re getting serious about it,” Steele said,
“employing some more sophisticated programmes and social media strategies” that are meant to create “an interactive
community and destination” for people who sell Tupperware, buy Tupperware or want to become part of the sales force.
“It’s about moving from brand awareness to helping people become brand advocates,” she added. Most mainstream
marketeers are using social media to augment conventional kinds of advertising rather than replacing them. Either way,
websites such as Facebook, Twitter and YouTube are becoming selling channels alongside legacy media such as
television and newspapers. Social media “allow people to have a say in a brand”, said Peter Nicholson, creative officer
at JWT New York and “the power of consumers engaging with a brand with real-time connections” can make a big
difference. The agency of record for Tupperware Brands is Maloney and Fox in New York, a division of Waggener
Edstrom that is handling social media, events and even merchandise like a line of Confidence apparel, including Tshirts and scarves, that is to be sold on the Chain of Confidence Facebook page.Using social media can help
marketeers “reach out to a younger demographic in a more interesting and dynamic way”, said Julie Levinthal, who is
the programme lead for this Tupperware Brands initiative at Maloney and Fox. That is important as Tupperware
introduces itself to women who may not have attended a Tupperware party or burped one of its signature containers.
“We’re calling it the ‘cool-ification’ of the brand,” Levinthal said, intended to counter the image that Tupperware is “this
June Cleaver, 1950s brand, which it’s not”. Will Wheeler, the social media lead at Maloney and Fox, said the endorsers
who will appear on Facebook and Twitter for Tupperware were selected because of their influence in social media. The
initial so-called confidence counsellors taking part in the campaign are Beverly Bond, a deejay who founded an
organization named Black Girls Rock, and Abby Zeichner, a designer who specializes in plus-size clothing. Their videos
that are to be on the revamped Facebook page do not take hard-sell tacks. In one clip, Zeichner uses the phrase
“Tupperware parties” in passing. In another clip, Bond does not mention Tupperware at all. “Beverly’s mom has some
Tupperware,” Levinthal said, but Bond did not until she received cookware from Tupperware Brands. “Beverly didn’t
know when we sent her the thousand-dollar Chef Series that Tupperware makes these stainless steel pots and pans,”
Levinthal said.Changing brand perceptions, one pot (or pan) at a time.
*******************
Volkswagen spurs brand promotion via motorsports
Source: The Financial Express, Date May 06, 2011
olkswagen India’s strategy of promoting the Volkswagen brand through motorsports is working. “It is a right thing we
did. The Volkswagen brand did not exist two to three years ago and now because of our presence and these events we
are looked at something exciting and good looking,” John Chacko, chief representative India, president and managing
director, Volkswagen India said. The company is investing in promoting motorsports in India by nurturing Indian talent
that could go on and compete on international racing circuits.
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India high on Coke
Source: Hindustan Times, Date May 06, 2011
Pakistan's hugely popular televised jam session Coke Studio comes to India, to air by June end. This is perhaps the
most note-worthy import from our musically rich neighbours since Junoon and Atif Aslam. Pakistan's highly popular
televised jam session Coke Studio comes to India after finishing three successful seasons in its native country.
Currently under production by Red Chillies Entertainment for MTV, the show will air by June end. Aditya Swamy, MTV
Channel head says, “We were aware of Coke Studio's popularity in Pakistan. Our research showed that our target
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audience was already aware of it via the Internet. The fact that we are airing it is a giant leap for us.“ For the uninitiated,
Coke Studio is a jugalbandi (jam session) concert created for TV with folk, sufi, pop, rock and classical underground
and indie artistes on one stage. There's one popular artiste who plays with a folk artiste he/she recommends along with
new talent, with a house band replete with drums, guitars, sitars and tabla. The mainstay is to give Indian indie a
platform, while exploring the roots of our regional music.In order to create that perfect production, composer and
arranger, Leslie Lewis is acting as technical director at the helm of affairs. “Sound and entertainment are the key factors
for the show, as is promoting lesser-heard talent. Alternative artistes didn't have a mass stage until now. It's a great
concept,“ says Lewis, whose'90s Hindi-pop band Colonial Cousins with Hariharan will be also making a comeback on
the show.
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Regional films challenge Bollywood on global turf
Source: Business Standard, Date May 9, 2011
Punjabi film Dharti is making waves among Indians in Australia. The low-budget movie, released two weeks ago, has
collected Rs 1.19 crore from 10 screens, overtaking the Abhishek Bachchan-starrer Dum Maro Dum. Both were
released around the same time. The star-studded Hindi movie has collected Rs 95.40 lakh from 26 screens. This makes
Dharti the top grosser among Indian films in Australia. Dharti’s success is not confined to Australia. It is number one in
returns to exhibitors in the UK from an Indian film. The average collection per hall has been £1,771. For Dum Maro
Dum, the figure is £833. With audiences looking beyond Bollywood, regional films are fast catching the fancy of Indians
living abroad. More than a dozen movies in an array of languages - Punjabi, Tamil, Telegu, Bhojpuri, Bengali and
Marathi are scheduled for overseas launch this summer. Many of these will have English sub-titles for a wider appeal, a
trend that started last year with Tamil film Vinnayithaandi Varuvaayaa. It was followed by Rajinikanth’s Endhiran, which
earned Rs 70 crore overseas.Film distributors are moving fast to cash in on the trend. Eros International, for instance,
has kept 15 per cent capital expenditure for distributing regional films overseas. It aims to ensure that 15-20 per cent of
the total revenue from regional films comes from abroad. “We are looking for growth in these markets. Typically,
regional movies are made on a budget of Rs 60 lakh to one crore, but revenues are Rs 3-4 crore. The returns are high,”
says Kamal Jain, CFO, Eros International.
Eros says the number of regional prints in overseas markets will also increase. “On an average, regional language
movies are released with 50-100 prints overseas, while a Hindi movie is released with around 250 prints. The number
for the regional market will grow by 20-25 per cent,” he says. UTV has lined up eight films in Tamil, Telugu and
Malayalam for release in the US, the UK and the Gulf countries, besides South-East Asian countries such as Singapore
and Malaysia. Siddharth Roy Kapur, CEO, UTV Motion Pictures, says the company is also signing broadcast deals for
these films with foreign TV companies. Even actors are benefiting. Bhojpuri actor Ravi Kishan has tied up with Eros to
launch his new movie, Satyameva Jayate, overseas. The aim is to tap Indians who know the language in Fiji, Guyana,
Surinam, Mauritius and Bangkok. Even the Tamil film industry is looking at new avenues. Mahendra Soni, director,
Venkatesh Films, says, “We are constantly in talks with interested international sales agents for taking films to other
countries and audiences. The US, Canada and the UK have shown interest in our films.” US-based Databazar Ventures
is talking to Bengali film producers to provide them platforms to screen movies in the US.
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Bollywood eagerly awaits the end of cricket season
Source: Business Standard, Date May 8, 2011
After nearly three months of back-to-back cricket tournaments, the International Cricket Council World Cup and the
Indian Premier League (IPL), Bollywood is fully geared to sizzle the screens with a bouquet of big-budget movies.
Around Rs 450-500 crore is riding on these movies, slated for release in the next three months, according to industry
officials.The big production houses —Yash Raj Films, UTV Motion Pictures, Eros International, Reliance Big Pictures,
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Red Chillies Entertainment, Excel Entertainment and Dharma Productions are all pinning their hopes on several
releases scheduled post-IPL. IPL Season-4 gets over on May 28. “There were no big releases due to the World Cup
and Indian Premier League. The film industry hopes for box office redemption in the next few months,” said Sunil
Punjabi, CEO, Cinemax
Film trade analysts and multiplex operators believe these movies may benefit from the fact that viewers have not seen a
multi-starrer in three months. The first biggie lined for release is Ready, the Salman Khan starrer, directed by Anees
Bazmee on June 3. The movie has already started its marketing campaign by releasing its trailer during the cricket
season and pushing the film through promotional activities on several reality shows on television.This will be followed by
Reliance Big Pictures’ comedy caper, Double Dhamaal, a sequel to the 2007 film, Dhamaal, starring Sanjay Dutt,
Arshad Warsi and Riteish Deshmukh.The other key releases the trade is looking forward to are Aamir Khan Productions
and UTV’s Delhi Belly (July 1) and Farhan Akthar’s Zindagi Na Milegi Dobara (July 15), starring Hrithik Roshan, Abhay
Deol and Akthar himself. The movie, distributed by Eros, has been shot in exotic locales of Egypt and Spain.Other big
releases from the same studio are Always Kabhi Kabhi (June 17), the Shahid Kapur starrer, Mausam (July 22), and
Shah Rukh Khan’s sci-fi thriller Ra.One, Saif Ali Khan’s Agent Vinod and Desi Boyz with Akshay Kumar and John
Abraham, slated for release in the last quarter of 2011.
“During the cricket season, we had released several small-budget movies which were high on content, as we can’t risk
big-budget movies. These movies form 40-45 per cent of our revenues.Going ahead, our slate is really looking good,”
said Kamal Jain, CFO, Eros International Other films due for release are Viacom 18’s Bbuddah, starring Amitabh
Bachchan, Prakash Jha’s Aarakshan (August 12) Murder 2 (July 8), Rohit Shetty’s Singam remake with Ajay Devgn
(July 22 ), Reliance BIG Pictures’ Bodyguard starring Salman Khan (August 31)), Imtiaz Ali’s Rock Star ( September 9),
Yash Raj Films Mere Brother Ki Dulhan with Imran Khan and Katrina Kaif, Farhan Akthar’s Don 2 (Decmber 26) and
Karan Johar’s remake of Agneepath, starring Hrithik Roshan (date not yet announced). The only detrimental point is
that big films will clash and eat into one another’s business, believes Taran Adarsh, film trade analyst. Apart from this,
the Bollywood biggies might have to face some tough competition from Hollywood studios, gearing for a movie blitzkrieg
as well this summer. “The Hollywood line-up also looks exciting with Pirates of the Caribbean, Cars 2, Harry Potter and
the Deathly Hallows: Part II and Transformers in the next three months,” said Amitabh Vardhan, Director and CEO,
Inspire Multiplex Pvt Ltd, which runs My Cinemas.
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This appeal creates an impact on consumers mind!
Source: Audiencematters.com, Date May 6, 2011
When we talk about the masses of India, emotions are definitely a critical factor in consumers, accepting and loving
brands. We are known to be emotional people and hence emotions in advertisements sell well in this market.
Promotions like small offers & reduction in prices or buy & win leaves short term impact on customer’s mind where as
emotional appeal helps an advertiser to put long lasting impact. But do these advertisers really value emotions? Or is it
just being exploited to make money? The emotional advertisement improves brand’s impression, personality and value
with feelings. If we talk about the impact of emotional appeal, it’s huge. Such emotions helps advertiser to create
brands. Brands are built in the minds and hearts of customers and it is important to understand that consumers like and
consume brands rationally as well as emotionally. Talking about the usage of emotional appeal in advertising, Sudha
Natrajan, President and Chief Operating Officer, Lintas media says, “Usage of emotional appeal is especially high in
categories that are well established and do not have a great product differential amongst the top brands. Me too brands
rely a lot on emotional appeal to work for them. Also, brands that have very high penetration (like detergents), like to
move beyond a rational appeal and build a relationship with their consumers, into an emotional space. This helps them
bond with the consumer more. They take up social causes like Surf needing lesser water to wash away the detergent,
being advertised in areas that have water problems. They are converting a product promise and attribute into higher
level of taking up a socially relevant cause in the particular market, thus helping them bond with their consumers better”.
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On the similar lines, Sanjeev Gupta, Managing Director, Global Advertisers says, “Emotional appeal has done wonders
in advertising. It has fulfilled people’s psychological and social needs for purchasing certain products and services.
India, being the country of rituals and festivals gives an opportunity to advertisers to generate emotions for their brand
amongst consumers. Sectors like FMCG, Automobile, and Telecom are few amongst who effectively uses this as their
USP”. Adding about how emotional appeal helps in increasing sales, Gupta states, “Many consumers are emotionally
motivated or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and this works
particularly well where there is not much difference between multiple product brands and its offerings. There has been
terrific response from the audience for recent ads from Cadburys, Insurance Companies are talk of the town. They have
struck a chord with the audience, warmed hearts and stood out from the clutter. They are frequently recalled,
appreciated and discussed, thus digging a place in the heart and mind of the audience”. “Ads are all of different kinds,
and depending on how relevant the message is, to the brand that is being promoted, and to the end consumer, they will
work. Doesn’t matter if the ad is rational or emotional! With so much of clutter happening in the advertising space,
relevant emotional messages does work well with the consumers”, says Natrajan. Emotional appeal advertisements
have often had negative effect on the audience. People have been seen to commit suicide too. Also, there has been a
curbed desire in the heart of people who are not sufficient enough to purchase a produce that generates a desire in
them. This leads to disappointment!
Talking about the negative effect of emotional advertising, Natrajan says, “There have been advertisements in the past
that have shocked the audiences and have left them with a feeling of negativity. Recently a mobile handset
advertisement showed the user of the mobile being struck badly by a car on the road, as the boy was so engrossed with
the mobile phone that he did not look before crossing the road. A recent insurance advertisement which is on air has a
somewhat similar feel to it”. Gupta says, “Largely there is no negative effect, but the advertisement should be blended
with correct emotions and need of the consumers”. There have been advertisements on television for fairness creams
in which people are emotionally targeted. It shows that if a girl does not have a fair complexion, she is not liked by
people and the society doesn’t accept her the way it accepts fair people. Is the skin complexion everything? Is the
person’s inner quality nothing? Such advertisements instead of encouraging people to buy the cream and become fair,
at times disappoint them. It’s hard to accept the fact but they can’t be as fair as the models shown in the
advertisements. Adding about these advertisements, Gupta says, “Ads are meant to grab eyeballs and generate sales.
The audience is mature and understands the same. Therefore most people consume these ads with a pinch of salt”. On
the same, Natrajan says, “This is reality in India. For several years, fairness creams spoke about this story, but it has
taken a change for the positive. Now they focus on the creams giving them the confidence to achieve much more than
they had earlier imagined that they could”.
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As India Flips through Facebook,Marketers Poke into Social Media
Source: The Economic Times, Date May 7, 2011
Indians spending more time on social networking sites than personal emails,making buying decisions based on online
reviews. Till a few months ago Bhushan Kalap was happy to stroll into a neighbourhood mall to find out the best deals
on consumer durables.These days the 30-year-old artist gets the same information at home via online social networks
like Facebook.My buying decisions were totally dependent on either salespeople or friends who would give feedback
based on their experience.But now I go by online reviews,as I assume that a majority of such consumers cant go wrong,
says Kalap.Kalap is not just one of the estimated 30 million Indians hooked onto social media;he is also among those
Indians who are spending more time on social media than on checking personal email,according to a study conducted
by market research firm The Nielsen Company in collaboration with research and analytics company AbsolutData.While
just 8% spend between an hour and three hours on personal email,20% spend the same time on social media
sites,reveals the study.The online survey covered 2,000 people from all walks of life spread across top five metros and
tier 1 cities in India.Interestingly,if more people are spending time on social networking websites than on email,its
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because they are using social media itself to send messages rather than logging into their email inboxes.Some 82% of
those surveyed use social media to send messages.For marketers,the behaviour of the likes of Kalap is
noteworthy.For,he is not the only one relying on social networks for product information.Some 40 million,or 67% of
Indians on the web,rely on online reviews to make purchases.The survey also points out that company and product
information is what most consumers expect online.This is a platform where people can decide against or for a particular
brand.When we see consumers talking negatively about our brand,we make sure to nullify that by reaching out to them
through a dedicated team, says LK Gupta,chief marketing officer,LG India.
Social Media Space Open to All Brands
LGIndiahassetupanOnlineReputation Management team to deal with such issues.This initiative was flagged off after the
countrys largest consumer durables firm noted that 40-50 % of consumers use the internet first to search and learn
about the product before actuallygoingtostoresordiscussing with anyone.This indicates that no single brand owns the
social media space and that the opportunity to become a social brand is overwhelming, says Adrian Terron,vicepresident,The Nielsen Company.Having a social media presence connotes innovation,customer friendliness and a
sense of cool.Brands should only ignore this aspect at their own peril. While social networks are a great source of
information on brands,they also provide a great platform for consumers to tell marketers what exactly they feel about
these brands.To that extent,social medias relevance extends beyond influencing buying decisions.Consider,for
instance,Perfetti Van Mell,makers of Happydent,Chlormint and Alpenliebe.As Mohit Bhalla,media consultant for the
company,explains,theres little social media can do to make consumers buy Perfettis confectionery and gum as this is an
impulse segment.Still,thesocialwebhasmovedbeyond supplementing communication.Online Indians today are using
social media to facilitate activities that range from leisure and entertainment to job searches and researching
prospective partners, says Suhale Kapoor,executive vice-president,AbsolutData.
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The 70-minute ad
Source: Business standard, Date May 7, 2011
A spirits company has created an entire film around its tagline, but how viable is this proposition? It’s Tuesday, 5:40 pm
at PVR Select City Walk at Saket in Delhi. The evening show of Men Will Be Men opens to mostly empty seats. A
handful of young men and women have turned up to watch the movie. The “free small combo” of Pepsi and popcorn
with every ticket hasn’t quite succeeded in attracting the crowds. Ten minutes into the movie, which has four colleagues
two bachelors, one married and another engaged hoodwinking their boss to head for Pattaya, and the audience is
already getting restless. The next 70 minutes (the short duration of the film) fly by in a daze. Through them, the
audience tries hard to follow the movie, a comic caper which at times does elicit laughter, but the comments in the end
as people troop out of the hall say it all. “What were they thinking?” remarks one. Another laughs, “What a waste!” It’s
evident that Men Will Be Men hasn’t quite made an impression. But then, Men Will Be Men is not just a regular feature
film. It’s a marketing experiment conducted for the first time by a company spirits-maker Pernod Ricard India. “Men will
be Men” is the tagline of its brand Seagram’s Imperial Blue whisky. “The entire film has been created around this
tagline,” says its director, Gorky. The idea is simple, almost clichéd, admits Gorky, who is a first-time director (before
this, he assisted director-writer Kundan Shah for five years). Four men, working in the same office, are looking for
something to break the monotony. A spontaneous decision takes them to Pattaya where they do all the things the
tagline “men will be men” could expect them to do have fun, lounge on the Thailand beach, chase a girl and, yes, bond
over glasses of Imperial Blue whisky. Only they never call the brand by its name in the film. Instead, they call it “IB”.
“Imperial Blue is popularly referred to as IB by its consumers,” explains Bikram Basu, vice-president (marketing),
Pernod Ricard India. “We felt that a strong idea push, relatable to consumers [and] delivered through a movie, will be
great. We know the passion that we have for movies as a nation,” he adds.
The movie, shot within a shoestring budget of Rs 1 crore in a span of seven days, has been released with only 75 prints
through PVR. “We didn’t set out to make it a feature film. It was meant for television,” says Gorky. The film’s lead actors
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TV stars Gaurav Chopra, Rajesh Kumar and Rohit Khurana, and Gladrags Mega Model Zeenal Kamdar are appearing
on big screen for the first time.The question is: how much impact will a movie built around a brand have on the brand’s
popularity? For one, the film has received far from flattering reviews and the theatres where it is being screened aren’t
exactly packed. Besides, brands have routinely found a place in films: James Bond in an Aston Martin, Tom Cruise
wearing his aviators, Shah Rukh Khan driving a Santro, Hrithik Roshan swearing by Bournvita in Krrish. “And the more
ridiculous ones like Vidya Balan offering Saridon to SaifAli Khan in Parineeta,” says Anand Halve, co-founder of brand
and communications consultancy Chlorophyll. “In a film, where the canvas is so large, the brand is bound to shrink,” he
adds. Wouldn’t Men Will Be Men end up being an extended advertisement?Its makers don’t think so. “This goes ahead
of product placement and brand promos. The storyline is such that the brand essence comes across,” says Samar
Khan, head of Red Chillies Idiot Box, the TV arm of Shah Rukh Khan’s Red Chillies Entertainment, which produced the
film. Advertising of liquor and cigarette brands is banned in India since 1995. To skirt the ban, liquor companies often
resort to surrogate advertisement where they promote a different product usually soda under the same brand name.
Khan says, “A film like Men Will Be Men is a great new avenue for such brands to reach to the consumers through
subtle communication.”
Khan and Gorky say that because the film was about the image they wanted to project, senior officials of Pernod Ricard
were involved from the word “go”. “They left the creative side to us,” says Khan, “but for everything else, they were
around. For example, they wanted alcohol consumption to be shown as a fun, but responsible, activity between friends.”
So there are no scenes where people are shown drinking on the streets or drinking and driving. Lewd remarks and
show of flesh were frowned upon. “The company stepped in every time it felt there was something that could hurt its
image,” says Khan.“The brand is targeted at the young male between 25 and 30 years,” says Basu. “It is positioned as
confident, ambitious, youthful and fun-loving and revolves around the common traits which define ‘men’,” he says
adding that Imperial Blue is the second biggest brand in terms of volume in the Pernod Ricard portfolio and among the
top three brands in its segment.While the India-specific brand, which was launched in 1998, is also advertised through
TV and radio, the company feels the film would have a greater impact than what the same money could’ve had on
television.
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The Advertising Club Bangalore invites nominations for the Big Bang Awards
Source: Audiencematters.com, Date May 9, 2011
The Advertising Club Bangalore, a popular body that conducts annual Awards for excellence in Communication and
Media under the name & style of Big Bang Awards today announced an extension in its dates for receiving entries from
agencies across the country. The Big Bang Awards were constituted over 20 years ago, bringing together agencies
across the country to share their creative campaigns and network with creative geniuses. The last 5 years have seen
the Big Bang Awards grow in popularity, with Bangalore growing to be the hub of advertising in South India. Projected
as the “Awards for Excellence in Communication and Media”, the Big Bang Awards this year see the introduction of
three new categories – Mobiles, PR and Health care. The potential seen in each of these sectors has prompted the Ad
Club to recognise creative inputs contributed by agencies to their clients in this space. The Big Bang awards this year
will feature eight types of awards for advertising within the Mobile category. Distinguishing PR efforts, internal and
external, will be recognised and honoured at the awards. The evolution of specialised health communication specialists
brings about the introduction of this category in the awards this time. The Ad club Bangalore has also instituted an
award for young achievers, creative persons under 30 to recognise and nurture their creative abilities and offer them a
platform to showcase their talent. “The Big Bang Awards present a platform to give an impetus to creativity across all
levels. The advertising industry is teeming with talent and amazing work and there is a need for it to be seen by all.
Through these awards we aim to recognise and infuse fresh thinking and nurture the seed of creativity that is growing
among people. The introduction of the three new categories makes the Big Bang Awards bigger this year” said Prateek
Srivastava, President of The Ad Club, Bangalore. The last date for receiving entries for the Big Bang Awards has been
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extended till the 10th of May. Agencies or Advertisers wishing to participate can log on to www.adclubbangalore.net for
details.
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MPG LAUNCHES MOBILE MARKETING ARM MOBEXT IN ASIA PACIFIC, CHOOSES INDIA AS THE LAUNCH
MARKET
Source: Audiencematters.com, Date May 6, 2011
MPG, the flagship brand of Havas Media, has announced the launch of mobile marketing brand Mobext in Asia with
India being chosen one of the first markets for the roll out. Within this year, the brand is slated to be launched in China,
Indonesia and Philippines. Mobext, a network brand of Havas Media specializing in Mobile Marketing, is currently
present in eight markets globally. The new brand is expected to strengthen the digital offerings of Havas Media, which
currently has a strong digital media agency brand in Media Contacts. Mobext will offer comprehensive services which
includes messaging services like sms and download; mobile internet services like WAP consulting and development,
mobile display, mobile search; proximity based services including LBS and mapping. It will also offer integration through
reporting and analytics by Havas Digital’s campaign management platform. The network agency currently handles a
host of blue chip clients in different parts of the world including Nike, Coca Cola, McDonalds, Fanta, Kia, Volvo, BMW ,
Peugeot, Citroen, BNP Paribas, Credit Suisse, BBC, Dell, Sears among others.
Commenting on the launch of Mobext, Vishnu Mohan, CEO of MPG and Havas Media, Asia Pacific, said: “Asia
presents an enormous potential in the mobile space with high levels of penetration, installed base and growth rates. All
our clients have needs in this space and we want to ensure that as a media agency we are not neglecting such an
important medium and one that will gain even more prominence in the future. Mobext brand has been doing very well in
other markets and we have been waiting for the right time and the right people to launch it in Asia. What better market
to launch than India, which has whopping 790 million mobile users currently and is also a key market for the group in
Asia Pacific region.” He added: "As a personal device which is all pervasive mobile offers the best combinations of
reach and engagement. This is what advertisers will increasingly look for as internet access on mobile may outstrip
others in many markets. We want to be ready for it." “Mobile offers advertisers an interesting media to reach their
audience on a more engaged basis and the launch of Mobext will fulfil this need. We are looking launch the brand in
China, Indonesia and Philippines within the year and will look at both greenfield as well as partnership entry strategies.”
The agency has made senior appointments as part of the launch with Arnav Neel Ghosh appointed as the General
Manager for South Asia. The team in India, which bring substantial mobile marketing experience, is likely to be
expanded in the next few months. Anita Nayyar, CEO of MPG & Havas Media, South Asia, said: "We want to be ahead
of the curve in tapping the medium of the future. Mobile marketing is gathering steam and it is the right time for us to
offer specialised mobile marketing expertise to help our clients leverage this platform. Investments in mobile will pay off
in the long run. In Arnav and Ashutosh we have identified the right candidates to take charge of Mobext. Arnav’s
experience in successfully launching and managing agencies will be invaluable for us while Ashutosh’s hands on
experience with cutting edge mobile campaigns will be a real asset for our clients.” Arnav was most recently the
Executive Vice-President of Digital at Iris Nation and has previously worked in senior roles at Publicis Modem and
Active Media Technology, a UK based mobile marketing company. Ashutosh was most recently the Associate Director
of Mobile Marketing at ACL Wireless and has had stints at Mobile2Win and ConnectTurf.
**********************
World Cup, IPL hit Bollywood for a six
Source: DNA, Date May 11, 2011
Film industry lines up big-ticket movies after...
After nearly three months of back-to-back cricket matches that kept audiences away from cinema halls, Bollywood is
looking forward to a profitable time in the coming months. Several big ticket films with a collective production and
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marketing budgets of nearly Rs500 crore are slated for release after the IPL tournament gets over at the end of this
month. Big banners such as Yash Raj Films, UTV Motion Pictures, Reliance Big Pictures, Red Chillies Entertainment
and Dharma Productions are ready with their big budget films as soon as the IPL gets over. "Producers and exhibitors
are optimistic that business will boom in the coming months since audiences have been starved of big banner multistarrers due to the cricket mania," said Bollywood trade consultant Amod Mehra. Bollywood had wisely decided restrict
the release of big budget films during the cricket season and only small to medium budget films were released during
the last three months. "It does not make good business sense to release big budget movies during the cricket season,"
pointed out Alok Tandon, CEO of the Inox chain of multiplexes. Thank You, one of the few big budget films released
during the cricket season, received a lukewarm response at the box office while another biggie Dum Maaro Dum also
failed to send the box office cash registers ringing. The first biggie lined for release in June is Anees Bazmee's Ready
starring Salman Khan followed by Reliance Big Pictures' Double Dhamaal starring Sanjay Dutt, Arshad Warsi and
Riteish Deshmukh. Bollywood insiders said that the trade circuit was also pinning its hope on other big productions
including Aamir Khan Productions and UTV's joint venture Delhi Belly and Farhan Akthar's Zindagi Na Milegi Dobara
starring Hrithik Roshan and Abhay Deol. Both the films will hit theatres in July. Other movies to look forward to in the
coming months are Always Kabhi Kabhi on June 17, Shahid Kapur's Mausam on July 22, and Shah Rukh Khan's sci-fi
thriller Ra.One. Meanwhile, trade pundits also feel that the big movies will clash at the box office and eat into each
other's profits. "Besides, Bollywood will also face competition from Hollywood biggies this summer," Mehra added.
***********************
Cannes film fest’s innovations make it unique
Source: Financial Chronicle, Date May 11, 2011
Festival’s president Gilles Jacob created Cinéfondation devoted to the search for new filmmaking talent globally in
1998. Film Festival’s president Gilles Jacob has been constantly innovating to keep the festival ahead of the curve. He
introduced Lecon de Cinema (Cinema Master Classes) in 1991 and Fransesco Rosi delivered the first Master Class.
This year, the Acting Master Class will be conducted by Malcom McDowell, a gleefully amoral Alex in Stanley Kubric’s A
Clockwork Orange.In 1998, Jacob created Cinéfondation devoted to the search for new talent. Fifteen to 20 short and
medium-length works are selected each year from film schools all over the world. The Cinéfondation selection forms
part of the official selection and the short-listed films are presented to the Cinéfondation and shorts jury, which awards a
prize to the best three at an official festival ceremony. Prolific music video, documentary and feature filmmaker Michel
Gondry heads the Cinéfondation and short film jury. This section will feature 16 works of young filmmakers in the
present edition and nine films in the short film competition. Important heritage films, which used to be screened as
thematic retrospectives, have, since 2004, been presented at Cannes Classics, a selection that presents restored
copies, tributes to filmmaking and documentaries about cinema. Cannes will screen 14 features rare and restored prints
from Georges Melies’ A Trip to the Moon to A Bronx Tale by Robert De Niro. The five documentaries will include
Kurosawa’s Way by Catherine Cadou ( 2011).The most important creation this year is the honorary Palm d’Or, which
will be presented during the opening ceremony. This has been instituted to recognise an important filmmaker whose
work is authoritative but never got a Palme d'Or. In the past, Woody Allen (2002) and Clint Eastwood (2009) were
awarded the honorary Palme d’Or.
***********************
Woody Allen film will kick off fest
Source: Financial Chronicle, Date May 19, 2011
Woody Allen’s Midnight in Paris will open the 64th Cannes Film Festival on the evening of May 11. Allen’s fascination
with France and Cannes and the film festival’s admiration of his films are well known. Midnight in Paris, which the
festival director Thierry Frémaux described as “a wonderful love letter to Paris” also stars Carla Bruni-Sarkozy. The
competition lineup of 20 films is an eclectic mix from Cannes veterans, directors well-known, but making their Cannes
appearance for the first time, and two debut filmmakers who will be in the reckoning for Camera d’Or as well. Nanni
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Moretti (Habemus Papam), Naomi Kawase (Hanezu), Pedro Almodovar (The Skin I Live In), Dardenne brothers (The
Kid with a Bike), Aki Kurismaki (Le Havre), Lors Von Trier (Melancholia), Terence Malik (The Tree of Life), Paolo
Sorrentino (This Must Be the Place) and Nuri Bilge Ceylan (Once Upon A Time In Anatolia) had already been there.
The Dardenne Brothers may be looking at their third Palm d’Or having won the awards in 1999 (Rosetta) and in 2005
(L’Enfant). This is the first time directors Takashi Mike’s Death of a Samurai, Nicolas Winding Refn’s Drive and Radu
Mihaileanu’s The Source are coming to Cannes and their films would be of keen interest because their body of films are
well known. only German film in the competition is Austrian director Markus Schleinzer’s debut feature Michael. He will
compete for Camera d’Or also, along with Australian Julia Leigh’s debut venture Sleeping Beauty. Ten out of the 20
films in this section has a French connection four among them are exclusively French productions. There are two
Italian directors (Nanni Moretti and Paolo Sorentino), two US productions (Drive and The Tree of Life) and two
Japanese films (Hanezu by Naomi Kawase and Death of A Samurai by Takashi Mike) that are in the lineup.
*************************
Bollywood biggies eye brand new Cannes role
Source: The Times of India; Date: May 12, 2011
While Indian films have still not managed to be part of the main competition at the Cannes International Film Festival
but Bollywood's presence is definitely growing there. This year, Aishwarya Rai-Bachchan , Freida Pinto, Sonam
Kapoor, Karan Johar, Rani Mukherji and Saif Ali Khan will be present as brand ambassadors for various festival
sponsors. Aishwarya Rai-Bachchan , who completes a decade at the Cannes, walked the red carpet on May 11, the
opening day of the festival, Sonam Kapoor will walk the red carpet on May 15. Freida Pinto will be present at the
American Foundation for AIDS Research on May 19. Sonam said, "I am looking forward to meeting the actors and filmmakersand attending screenings of some interesting films." Also at the Cannes, the ministry of information and
broadcasting and tourism are hosting the 'Indian Pavilion' through NFDC. The India Pavilion will release a guide
consisting of companies and delegates in Cannes from India, co-production treaties signed, international film festivals
and guidelines on filming in India. Also NFDC will be promoting six directors—Dibakar Bannerjee, Anurag Kashyap ,
Laxmikant Shetgaokar, Haobam Paban Kumar, Shekhar Kammula and Anusha Rizvi. The Marathi film, Gabhricha
Paus, will be screened at the festival.
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Omnicom multichannel marketing unit eyes growth via verticals
Source: Business Line; Date: May 12, 2011
Omnicom group's multi-channel marketing agency network RAPP (part of DDB Mudra in India) is building on a verticalsbased model it initiated in 2010 to fuel growth. The agency claims to have added 12 businesses across categories in
the last 18 months. RAPP adopted a global positioning of ‘Where Brands Live' two months ago, and the vertical-based
model is an ongoing global process that has borne results in India over the last year-and-a-half, informed Mr Venkat
Mallik, President, RAPP (India).
“Since 2010, we focused on creating verticals to develop specialised knowledge and more focused and comprehensive
solutions in each vertical. Growth has come from the financial services vertical and also the technology and telecom
verticals we created,” explained Mr Mallik. He added that revenues have doubled over the last two years, but refused to
divulge numbers. RAPP is in the process of carving out a separate B2B vertical, drawing out the B2B portfolio from its
existing clientele, and also adding newer B2B clients.
Globally, RAPP has created eight specialised verticals by industry. For RAPP, which offers integrated media-agnostic
communication solutions, the part of the business has grown significantly in the last 18 months, said Mr Mallik. From
being a negligible part of the business in end-2009, he noted that digital work contributes 40 per cent today to RAPP
India's revenues. The RAPP official holds the view that the integrated model has worked for RAPP, which in 2004
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launched in India as RAPP Collins, then a direct marketing and customer management specialist. RAPP has two offices
in India, one each in Mumbai and Bangalore. It plans to open an office in Delhi soon, building on an operational set-up
to service a new client it has acquired. “Delhi is an important market; it is a core part of our agenda now,” he said.
************************
Discovery to launch 5 more channels
Source: Business-Standard; Date: May 12, 2011
Broadcasting major Discovery Networks Asia-Pacific (DNAP) is set to invest over Rs 1,000 crore in a year to add five
more channels to its existing six in India. It has applied to the ministry of information and broadcasting for licence to
launch the channels — Discovery Kids, Home and Health, Military, 3D and ID (Investigation Discovery). “On an
average, we are looking at the creation of 1,000 hours of programming a year per channel at a minimum cost of Rs 200
crore. For five channels, this means an investment of anywhere over Rs 1,000 crore next year,” said a senior member
of the DNAP management. The company was expecting to get the licence by the end of this year, the official said, given
that the clearance for the three channels launched last year came in about a year. “The process as a whole is time
consuming because of multiple checks that need to be carried out by way of finances and distribution infrastructure
capabilities. This takes about a year. We applied for the licence in August last year and we hope to get clearance by the
year end,” the official said. DNAP, the ninth-most viewed network, reaches 20 million homes in India. “We are looking at
a sturdy growth rate of over 25 per cent, fuelled by new content, which we think will find acceptance based on our brand
value and content credibility, which is aided by the alliance with the global feed,” said Rahul Johri, senior vice-president
and general manager, India, DNAP. It recently launched vernacular (Tamil, Telugu and Bengali) versions of the
Discovery feed in India. “We will expand the vernacular feed if and when we feel there is a need for it. As of now, there
are no plans in this direction,” Johri said.
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More power to women in Bollywood
Source: Financial Express; Date: May 12, 2011
Working in the film industry wasn’t considered an honourable profession until 15 years ago. But there is a marked
difference in the scenario and that is for everyone to see. “I didn't have to face as many biases when I transitioned from
being an actor to an actor-producer,” pointed out Lara Dutta, whose debut project Chalo Dilli released recently. One of
the panelists on Screen’s The Big Picture forum, Dutta was sharing her opinion on the subject ‘Bollywood’s leading
ladies: as they were and as they are.’ Her fellow panelists included veteran filmmaker Subhash Ghai, singer Shilpa Rao,
National award-winning director Bhavna Talwar and fashion designer Manish Malhotra. Acknowledging Dutta’s remark,
Ghai added that 15 years ago, most women in the industry, barring the actresses, were the ones with jobs in backoffice. On a lighter vein, he added, “Even the actresses have become more confident of themselves. Earlier, they would
come to the sets with their mom, dad or an uncle. Today, it's only the manager, who, in most cases, is also a woman.”
Talking about women who work behind the screen, Rao pointed out that playback singers have surely evolved from
being mere voice of the heroine to a storyteller for both men and women characters of a film. According to Malhotra,
women have moved on from being merely an object of desire in films. Proof: today films such as No One Killed Jessica
and Fashion, with no male lead, are becoming box-office hits. Dutta pointed out that the scenario wasn't as pitiful back
in the 1950s and 1960s when films such as Mother India, Aandhi and Aradhana relied on the female protagonist. “It's
the emergence of the macho hero in the 1970s that changed it all,” she quipped. She felt that the change on-screen will
continue to be limited unless there are more female writers. “Yes, we are moving on from the traditional image of a
woman as the homemaker and sati-savitri but men are still grappling with the ‘new woman’. So, the representation of a
modern woman in films often gets limited to one who smokes and drinks.” Talwar, however, added that it is important
also to not expect women to be a part of only those films that speak of women’s liberation or have a cause attached to
them. “It’s important to move away from activist mode and do films that one wants to do, even if they are big-budget
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commercial films that only aim to entertain. Only then can equality be achieved,” said Talwar, adding that a woman
director's film is still considered risky unless it's a small-budget venture. Rao, however, questioned whether men in the
industry are ready and willing to handle women as leaders. “Are they getting equal opportunities? There is still a dearth
of female music composers in the industry.”
The topic of reigning actresses being paid much less than their male counterparts has always been hotly debated. Ghai
was asked why the difference in the amounts remains significantly high. “The answer lies with the audience,” he said.
“They still consider the hero as the main attraction of a film and are willing to pay for the ticket depending on which male
actor features in it.”
Concluding the discussion, Dutta accepted Ghai's point-of-view as a filmmaker. She added that women's standing in the
film industry is changing but one still operates within the set framework. “It’s the norm everywhere —even Hollywood
pays male actors more than their female counterparts. It's important to note that after all, everyone is in this industry to
make money. One has to work within limitations to ensure that one does not lose out.” Detailed report of the event
follows in Screen issue dated May 20)...
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Playing the money-spinning track
Source: Mint Date: May 12, 2011
Chennai: Nikhil Khedekar doesn’t mind mixing business with pleasure: after all, it can sometimes earn him more
than Rs. 1 lakh a night. The 25-year-old went to a Navi Mumbai college in 2003 to become an electronics engineer, but
it was what he did on the side—disc jockeying (DJing)— that now earns him his living. “My parents didn’t know the full
form of DJ,” he says. “Besides being lectured at home, I would get a barrage of calls from relatives asking me to stick to
my Rs. 3.5 lakh-a-year job as software professional.”
Khedekar didn’t listen. Saving money from a day job he took up with a bank, he bought music
mixers and other DJing equipment worth Rs. 4 lakh. In 2006, he quit his job to set up DJ Reverb’s
Groove, a company that organizes DJs for nightclubs and parties. Khedekar does most of the
DJing himself for the company, but taps into a wide network of wannabe DJs on the more hectic
“Buttoned-up office goers prefer racy numbers or item songs and college kids prefer to hear more
English tracks,” he says. “But in both cases, playing an old song gets a better response than playing something
absolutely fresh. When people dance they want to sing along. It’s as if they are seeing themselves in the
reel.Khedekar has now also started creating his own remixes to be aired by radio stations and played at
parties. One of his first remixes is Boom Boom, a hit song by the late Pakistani pop singer Nazia Hasan, that
he says is going to be aired by a radio station in the UK. He created the remix in his hostel room at the Great
Lakes Institute of Management on the outskirts of Chennai, where Khedekar is doing a one-year management
course to polish his business skills.Events will continue to be the main source of income for his company, but
remixes and record launches through a new label may help him increase his annual revenue to Rs. 40 lakh in
2014 from Rs. lakh in 2010. And he may not find it too tough to persuade investors to help his business grow.
“One category that we see a lot of potential through student start-ups is gaming and entertainment,” says
Rajesh Srivathsa of Ojas Ventures, a $35 million India-focused early-stage venture fund. “DJing will fall in
the same category.”
nights.
************************
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Facebook admits hiring PR firm to aim at Google
Source: Economic Times; Date: May 13, 2011
Facebook admitted on Thursday it had hired a public relations firm to highlight supposed flaws in Google Inc's privacy
practices but denied it had intended a smear campaign against the search giant. Facebook, which has taken privacy
missteps of its own with users in the past, hired WPP owned PR firm Burson-Marstellar to focus attention on the use of
consumers' personal information on Google Social Circles, one of Google's less known social networking features. The
revelation highlights the growing rivalry between Google, the world's leading Web search business, and Facebook, the
largest social networking site with over a half a billion users globally. Facebook and Google's skirmish shows how
consumer privacy, particularly around sensitive data, could be a ticking time bomb for modern Internet companies who
manage an increasing amount of information about their users such as credit card and social security numbers. BursonMarstellar contacted several journalists and privacy experts without revealing the identity of its client. Facebook said it
should have presented the issues in a "serious and transparent” way.Google was not immediately available for
comment. Privacy and security analyst Christopher Soghoian was contacted on May 3 by Burson-Marstellar asking if he
was interested in writing an opinion column on privacy issues related to Google Social Circles.
"What struck me as odd was that this email wasn't pitching for a company but against it," said Soghoian. "They said if I
don't have time they can write the column for me and get it into places like Huffington Post and The Hill." Soghoian, who
has advocated against both Google and Facebook for lax privacy practices posted the Burson-Marstellar email on his
blog on May 3, but it was not until after USA Today published similar emails some days later that details of the mystery
client were eventually confirmed to be Facebook. Both Google and Facebook offer free access services for the most
part which rely on their users' trust. That trust has helped Google build a business with a market value of $172 billion,
while Facebook has been valued at more than $70 billion by private investors in recent weeks. Sony Corp has spent
several weeks dealing with a major privacy problem after its online system was hacked compromising the personal data
of more than 100 million online video game users.
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Hero brand makeover to cost Rs 175 cr
Source: Mint; Date: May 13, 2011
Hero Honda Motors Ltd will spend Rs. 175 crore on an image makeover following a break-up with its long-standing joint
venture partner, Japan’s Honda Motor Co. Ltd, that will see the Honda name being dropped from its motorcycles. At
least Rs. 60 crore will be utilized for the creation of new commercials and payment to the brand ambassadors, and rest
for positioning of brand in India and abroad. This is in line with the company’s plans to approach global markets. Hero
Honda intends to ship its motorcycles and scooters to Latin America, Africa, West Asia and South-East Asia. Londonbased brand specialist Wolff Olins and advertising agency Law and Kenneth Communications (India) Pvt. Ltd are in
charge of the rebranding exercise. Wolff Olins will work on the new brand identity and Law & Kenneth will create,
communicate, launch and establish the new brand.
Hero Honda has as many as eight brand ambassadors, including Virender Sehwag, Yuvraj Singh, Harbhajan Singh,
Zaheer Khan and actor Hrithik Roshan. The company is one of the largest spenders in terms of advertising and
promotions, and has been actively associated with big-ticket events such as the cricket World Cup, the Indian Open golf
tournament, the Indian Premier League, the hockey World Cup and the Commonwealth Games. A Hero Honda official
confirmed that the company was working on a new brand identity, but declined to put a number to the cost. These
figures are not in the public domain, said Anil Dua, vice-president (marketing and sales). “We have time till June 2014 to
use the Honda brand. But certainly we have no plans to continue with it for such a long period. We have been working
on the new brand. It is a very, very strategic decision. We will be looking at it as part of our advertising and marketing
expenses,” he said.
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In the short-term, the expenditure on brand-building will hurt the company’s profitability, say analysts. “(Profit) Margins
might be under pressure in the near term owing to rising raw material costs and higher brand- building spends for Hero
Honda,” wrote Jatin Chawla, sector analyst at India Infoline Ltd, in a recent report. The “benefits of operating leverage
should cushion the impact to a great deal”. The company expects Ebitda (earnings before interest, tax, depreciation and
amortization, a measure of operating profit) margins to remain at the last quarter’s levels, as it sees any benefit of
higher prices and operating leverage being offset by investments in brand transition, research and development and
export initiatives.
******************
Aegis Q1 sales rise 9 percent as ad market recovers
Source: Economic Times; Date: May 13, 2011
Marketing group Aegis posted organic revenue growth of 9.1 percent for the first quarter, helped by strong
performances in Asia Pacific and North America, and said the recovery in ad spending would continue. Britain's Aegis,
which owns market research group Synovate as well as the Aegis Media marketing arm, confirmed its 2011 target of
growing organic revenue by at least the 5.8 percent seen in 2010, despite tougher comparatives. "Aegis performed
strongly in the first quarter of 2011, particularly in North America and faster-growing regions, building on the positive
momentum achieved during 2010," Chief Executive Jerry Buhlmann said in a statement on Thursday. "Aegis Media
delivered another excellent new business performance and Synovate started the second quarter with healthy orders on
hand position." Aegis, which won business from The Home Depot, Disney and ASDA in the quarter, said the recovery in
advertising and research spending would continue, confirming a trend seen across the industry. WPP, the world's
largest advertising group by sales, lifted its 2011 organic sales outlook to more than 6 percent growth in April after
posting like-for-like revenue growth of 6.7 percent in the first quarter. Rival advertising group Omnicom posted firstquarter revenue growth of 5.2 percent, and Publicis reported growth of 6.5 percent.
****************
OOH agency BrandScope India climbs the growth curve
Source: Afaqs; Date: May 12, 2011
The out of home agency has seen acceleration in growth since its launch just six months ago with the addition of new
clients and team members, besides innovative outdoor campaigns being rolled out.
Posterscope Group from the Aegis Media stable, which brought its second OOH agency BrandScope to India in
November 2010, has picked up pace, adding new clients to its roster, and members to its team. The agency that was
set up six months ago, and started off with clients like Indiabulls, JK Paper, Finnair, and Arcil, has now been brought on
board as the OOH partner for brands like Anchor Panasonic (about a month ago), Trident Developers, Chhattisgarh
Tourism, Marathon Builders, Fujifilm, and Ajmal Perfumes. For Chhattisgarh Tourism, the agency has rolled out a
campaign in 8-10 cities in the north, as well as, in some international cities like Berlin, with the help of its international
counterparts. With international tie-ups in place, BrandScope has also brought in OOH innovations that are adaptable
and can be used effectively by brands in India, some of which have been appreciated by clients who are currently
working with the agency on executing these in the coming weeks. For the Dubai-based Ajmal Perfumes that
BrandScope added to its roster two weeks ago, the agency has planned an extensive 20-city outdoor campaign in India
that is currently in the process of being rolled out. In addition to this, BrandScope is currently working on an urban value
communication project which is a huge canvas, and will be the first of its kind seen in the country. This consists of CSR
city-based projects, where the agency is tying up with municipal bodies of different cities to celebrate these cities. A
similar project was rolled out by the agency's international offices for cities like Milan and Paris, and BrandScope India
is all set to do the same here. The agency will share more details as the campaigns roll out around Diwali this year.
Discussing the growth, Haresh Nayak, managing director, Posterscope Group, says, The buoyancy we have seen in the
last six months, and the manner in which clients are responding to these new initiatives is commendable. At this pace,
we will raise the OOH bar to levels that allow clients to see us as an agency that is well-rooted in the local fabric, and at
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May 2011
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the same time, brings international expertise in the OOH space. The agency, which started off with an 11-member team
in Mumbai and Delhi in November 2010, has now started a Bengaluru office, as well. The entire team size has gone up
to 22 people. The agency will also be making a senior appointment for the north market in the next few days.
******************
BIG Live announces BIG Regional New Talent Awards
Source: Mediamughals; Date: May 12, 2011
BIG LIVE, the live entertainment vertical from Reliance Broadcast Network Ltd (RBNL), announces another winning
proposition with the BIG Regional New Talent Awards.� After the successful execution of over 23 strong properties in
under a year, ranging leading regional awards across the pegs of television, music, movie, entertainment and also key
national properties like BIG Star IMA Awards & BIG Star Entertainment Awards and receiving tremendous success (BIG
STAR Entertainment Awards received a whopping TRP of 5.78), BIG Live is once again offering an innovative and
clutter breaking offering. Backed by its strong radio arm 92.7 BIG FM, spread across 45 cities of India and with local
teams possessing clear insights on the entertainment requirements of the local populace, the awards will be hosted
across the regions of Maharashtra, Tamil Nadu, Karnataka, Andhra Pradesh, West Bengal, Punjab, Uttar Pradesh,
Madhya Pradesh and Bihar.
The BIG REGIONAL NEW TALENT AWARDS going with the positioning of Aaj ka Star, Kal ka Superstar, offers a
brilliant platform, honoring upcoming stars across movies, television, sports, dance, singing, fashion and theatre. The
categories have been selected post a detailed search and mapping of the new emerging talent across regions. The
finalists will be selected through an eminent jury team, which will consist of stalwarts in the industry who are established
and understand the market. Once the nominees are selected, it will be put forth to the local populace to vote for their
most favorite and promising BIG REGIONAL NEW TALENT.Putting to work the might of its multi-media business
verticals, the property will be amplified across its business verticals to ensure optimal reach and amplification. The
awards ceremony will be backed by a strong marketing push and will finally be telecast on leading local television
channels. The finale promises to be an excellent entertainment package with all the masala for a hit entertainment
show.
*****************
Cricket fans to battle it out on PlanetRadiocity Premier League
Source: Audiencematters; Date: May 13, 2011
In a country where cricket is religion, India’s most extensive mega music portal PlanetRadiocity.com brings the ultimate
clash of cricket fanatics with PlanetRadiocity Premier League (PPL). This one of its kind quiz is open for all cricket crazy
fans. The quiz will also be taken on ground to various offices. The lucky participants to ace the online quiz stand a
chance to win exciting cricket memorabilia and free tickets for Mumbai, Bangalore and Delhi matches. PPL began on
28th April and will be on till 19th May. The on ground quiz also received an overwhelming response in Mumbai with
enthusiastic participation from Group M, VivAki and Madison. RJ’s from PlanetRadiocity’s Web Radio hosted the quiz in
Mumbai which will be followed by Delhi and Bangalore. Within the first 10 days the online quiz received an active
participation by cricket fans across India. In addition, PlanetRadiocity.com also offers cricket fans a chance to
encourage
their
favorite
teams.
Join
the
T-20
Dangal
and
post
your
messages.
Riding high on cricket, earlier this year, PlanetRadiocity.com had got on board cricket expert, Ayaz Memon for their
show Cricket World with Ayaz Memon. The show runs every Wednesday from 4 to 6 pm. For lots of cricket log on to
http://www.planetradiocity.com/ppl-2011/ and let the battle begin…
*****************
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May 2011
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Bollywood spices up airport ambience
Source: DNA, Date: May 16, 2011
On his first visit to the city, Canadian resident Mathew Spencer was hoping for a brush with Bollywood. “I have seen
several Hindi films with my Indian friends back home in Toronto and I was keen on star gazing while in Mumbai,” said
Spencer who could not believe his eyes when he spotted a Bollywood theme lounge on the airport premises. The
Canadian tourist happily browsed through the colourful film posters on the walls of the plush IFFA Bar and. With
hundreds of travellers flying in and out of the Mumbai International Airport each day, authorities are keen on developing
the airport. “The idea is to add value and variety to the customer experience while giving visitors a place to socialise and
unwind,” said Manish Kalghatgi, the spokesperson for the Mumbai International Airport. The authorities have introduced
“drink on the move” concepts at the bars for those looking for a private space to relax. “It is not uncommon for travellers
to grab a quick bite or drink before boarding their flights,” Kalghatgi added. The Noir Bar is strategically located next to
the boarding gates. This summer, the several bars dotting the domestic and international terminals are also screening
the ongoing IPL tournament on giant screens. “Instead of heading home during rush hour and missing most of the
match, my colleague and I decided to catch the action at the Ultra Bar at the airport,” said software professional Rohit
Saxena who had returned to Mumbai after a business trip.“We the airtport to be a preferred place where one can meet,
greet and eat with friends and family,” Kalghatgi added.
**************************
New 'tatkal' service for ad complaints
Source: Business Standard; Date: May 16, 2011
Advertisers can now rest assured that complaints made to the Advertising Standards Council of India (ASCI) will not
take ages to get resolved. The advertising body is putting in place a fast-track mechanism to resolve disputes between
advertisers. The process, the draft of which has already been prepared, will help resolve the disputes in 10 days from
the current 45. This is likely to bring cheer to a number of advertisers who have frequently complained that the
advertising body is simply too slow when acting on complaints. The tatkal (fast-track) system, according to Bharat Patel,
member of the consultative committee of ASCI, will be in force in about two to three months. “The system is being
discussed by the ASCI board. Once that is completed, whatever changes have to be made to the draft, will be done,
and then the system will be implemented,” he says. The system, among other things, will stress on a face-to-face
meeting between the complainant and the advertiser against whom the complaint has been made. This, according to
Patel, will help speed the process. In the current system, once a complaint is received from an advertiser, ASCI
proceeds to first write to the party against whom the complaint has been made. Once the other side presents its point of
view, the issue is then brought up at the Consumer Complaints Council of ASCI, which after going through the facts of
the matter, gives its verdict.
Besides serving as a quicker mode of resolution of disputes, the system is also likely to save advertisers the trouble of
moving the courts in pursuit of speedy redressal. In cases of disparagement, for instance, aggrieved parties in the past
have not only approached ASCI but also moved the courts to prevent the other side from publishing or airing the ads.
This has often resulted in lengthy legal battles that have gone on well after the ad campaign has run its course. For
instance, advertisers GlaxoSmithKline Consumer Healthcare and Heinz have been fighting a dispute concerning
disparagement for quite a few years now. Both players compete in the health food drink space with Horlicks and
Complan, respectively. While the latter has consistently made the promise that kids can get taller with its 23 vital
nutrients. GSK, in 2005, hit back with its ‘Taller, Stronger, Sharper’ campaign, which said kids could not only get taller
but also stronger in body and sharper in mind after drinking Horlicks, citing a study conducted by the Hyderabad-based
National Institute of Nutrition. Subsequent ads by GSK spoke about how kids could achieve this above at a price lower
than competition. Heinz came back with both print ads and television commercials denying these claims, directly
drawing comparisons between Horlicks and Complan. The matter landed in court, with the Supreme Court recently
rejecting GSK’s plea to stay the Delhi High Court division bench’s order that suspended its single judge’s decision to
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May 2011
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restrain Heinz from airing or publishing ads that disparaged it. The division bench of the Delhi High Court will now hear
the appeals on injunction applications made by the advertisers.
The situation is said to be no different between Hindustan Unilever and Procter & Gamble, who continue to slug it out in
court over an issue concerning disparagement of the latter’s Tide brand by the former. “Even as we encourage more
people to complain, the idea is to resolve disputes as quickly as possible as far intra-industry complaints go. The tatkal
system should help,” Patel says. Intra-industry complaints or complaints made by one advertiser against another at
ASCI have seen a sharp rise from 25 per cent to 35-40 per cent. The reasons range from plagiarism to disparagement
to claims that appear tall.
**************************
Film business deals boom at Cannes Film Festival
Source: Financial Chronicle, Date: May 17, 2011
THE business of cinema is roaring back to life at Cannes after a prolonged bout of gloom, finding renewed strength in
money from China, the return of Hollywood studios and the pulling power of Alist stars. Movie executives at the Riviera
festival, which doubles as a huge market for films from around the world, say distributors are spending more freely on
new projects now that a period of tight financing due to the global financial crisis has eased. Among the signs of
renewed health are the presence of artists like Kanye West and Lady Gaga at the festival's glitzy after-work parties, as
well as the willingness of big studios to splash out on lavish entertainment for their customers. Leaving austerity behind,
US studio Miramax has hired a fleet of speedboats to ferry executives from the Cannes film festival to a private beach at
nearby Cap d'Antibes, to meet company chiefs and actor Rob Lowe, also a film investor. "I am sensing this opti mism
because people are starting to realise that opportunities are growing," Mike Lang, chief executive of Miramax, the studio
behind films, including Trainspotting and No Country For Old Men, told Reuters. "Over the next 10 years, I think you will
see something much bigger than what we saw over the past 20 years," Lang added. "There are more pay TV channels,
emerging markets, and we have not even talked about China." He said Miramax had more than 70 new projects to tout,
in addition to its existing library. "Things are so strong in that area (library) that we've been able to talk about new
product quicker than we were thinking," he added.Hollywood studios are leading the charge in terms of buying, with The
Weinstein Co snapping up rights to Meryl Streep's biopic on Margaret Thatcher The Iron Lady, a French silent movie
called The Artist and Chinese martial arts epic Wu Xia, Variety magazine reported in its daily edition.Amid a flurry of
other deals Lionsgate Entertainment has also bought North American distribution rights for The Hunters, a French
suspense movie, while Sony Pictures Classics has bought North and Latin American rights for Israeli competition entry
Footnote.
But Hollywood studios only account for a small portion of deals struck at Cannes, where hundreds of film studios from
Bollywood to Puerto Rico converge to network, flog their wares and soak up the heady atmosphere.Much of the nitty
gritty action takes place under the festival's main venue in a sprawling warren of stalls where film executives advertise
their latest -movies with titles like Dear Friend Hitler, Supreme Champion: Vengeance is Bloody -and watch movies in
individual booths.Alice Coelho, a saleswoman at Bollywood studio Eros films, said interest for their top feature Ra One
was strong and had no doubts it would find a buyer. "We are only showing a 30-second trailer but people are willing to
close deals," she said.For US studio Fabrication Films, which produces small and mediumbudget genre films, the
biggest windfall this year has come from Chinese buyers willing to snap up entire film libraries that they market online,
avoiding state censorship."China has really exploded this year," said Miriam Elchanan, senior vice-president of sales.
"They're buying big -numbers like we have never seen before.The internet has a lot to do with it."However, few deals
were struck with buyers from Japan, usually a big client for genre movies, or West Asia, where political instability has
induced caution on the part of potential buyers, she added."West Asis is a disaster ... When you have all this unrest, the
market becomes very difficult," she said, adding: "The buyers are here, but they are not buying."Some customers steer
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May 2011
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clear of movies altogether."In Turkey, it's about telenovellas" -syrupy television serials produced in Latin America -"They
are all addicted," Elchanan said.
**************************
Paramount Films may become part of Viacom 18 Media
Source: Business Standard, Date: May 17, 2011
Viacom 18 Media, an equal joint venture (JV) between Network 18 and Viacom, will take over the Indian operations of
Paramount Pictures.Paramount is an arm of media conglomerate Viacom, but operates independently in India as
Paramount Films of India Ltd. The Hollywood major has blockbusters like Mission Impossible and Transformer series to
its credit.“Now, Paramount Films will be part of Viacom 18,” said two people familiar with the development.According to
industry officials, all movies released under the Paramount banner in India will be distributed, marketed and syndicated
by Viacom 18 Motion Pictures. A spokesperson at Viacom 18 Motion Pictures declined to comment.Last year, Viacom
18 decided to reboot its film business, Studio18, and rebrand it as Viacom18 Motion Pictures.It plans to invest around
Rs 250 crore in producing films over the next three years. It has began beefing up its in-house marketing function, and
is also looking at creating a talented pool of newcomers to ideate for concept development, production, merchandising
and syndication. Studio 18’s business was based on acquisition of films and trading.Viacom 18 also operates Hindi
general entertainment channel Colors, music channel MTV India, kids channel Nickelodeon India and lifestyle channel
VH1.“Realigning with Viacom 18 will help it (Paramount) to leverage the existing infrastructure and also help in
increasing its investments in the country for distribution, merchandising and production,” said an industry official.In
India, Paramount has a quasi-fixed distribution strategy, where key markets like Mumbai, Delhi and Bangalore are
managed by itself, while other markets are managed by Mukta Arts and Shringar films.Unlike Paramount, other
Hollywood studios like Fox, Warner and Walt Disney have been aggressively ramping up their distribution, marketing
and co-production deals with Indian film production houses.“Hollywood, which had a mere three to five per cent market
share few years back, has now realised the potential of the Indian market. The market is growing 25 per cent year-onyear. While this was so far metro-centric phenomenon, the dubbed versions in Tamil, Telugu and Hindi have also
fetched good Box Office collections,” said Timmy S Kandhari, leader – entertainment & media practice,
PricewaterhouseCoopers.For instance, Warner Bros’ Harry Potter and The Half-Blood Prince was released in India with
353 prints in 2009, while Harry Potter and The Deathly Hallows hit the screens here with over 500 prints last December.
**************************
Public relations body enters pact with EPACA
Source: The Financial Express, Date: May 17, 2011
The Public Relations Consultants associations of India has entered into a knowledge sharing arrangement with the
European Public affairs Consultancies Association for developing guidelines and monitoring systems for public affairs
practices in India, EPACA is amongst the most successful and respectable bodies governing public affairs consultants,
globally.
**************************
Musical chairs for top management in television industry
Source: Business Standard, Date: May 17, 2011
Shortage of talent with media experience has seen over 20 top executives in the broadcasting and distribution
companies jump ship and join another company in the same business in the last one month. These include high profile
CEO' s such as Colors' boss Rajesh Kamat, Aidem Managing Director Raj Nayak and Imagine CEO Sameer Nair, who
have hopped within the rapidly expanding media industry.The high profile movement has, in fact, put in focus a growing
talent crunch in the industry at the top management levels, especially with new companies and newer technology
companies entering the fray. The pace at which the media industry is growing, there is a shortage of senior executives
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May 2011
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in the industry. Unlike information technology (IT) and FMCG (fast moving consumer goods), this industry does not
have a large pool of CEOs,” said Shiv Agarwal, CEO, ABC Consultants. The churning started with Rajesh Kamat, COO
Viacom 18 and CEO Colors, who was responsible for the channel’s success. He joined Chernin Group's CA Media as
India CEO. Now Raj Nayak will be the new CEO of Colors. Nayak’s enterprising venture, Aidem Ventures, was in the
headlines recently after NDTV decided to terminate its contract and join hands with Star India for ad sales of its
channels NDTV 24x7, Profit and India.Sameer Nair, CEO Imagine TV, the Hindi general entertainment channel owned
by Turner General Entertainment Networks India Ltd (TGEN), quit the company after four years. Nitin Vaidya, business
head, Zee TV and chief operating officer, national channels for Zee Network joined Star India as the business head –
Hindi channels, managing Star Plus, Star One, Star Gold and Star Utsav.Experts say that being an industry, which is
not so old, the talent pool of executives who understand various aspects of the game is limited.
Kalyani Shastry, associate director-media practice, Stanton Chase, feels most channels prefer to get an existing
executive who has knowledge about distribution, regulatory environment, and also a creative mindset for the content
acquisition and programming. “With the surge in various delivery and distribution platforms, every broadcaster is looking
to enter into various types of innovation with content and technology.It is not just about television anymore. Now there
are mobile, DTH and other new media platforms,” she said.Top executives who have changed ship say they shifted
because, after becoming number one, they are looking for new challenges. “It is not just about the channel or getting
the channel to number one spot anymore. Beyond this, there has to be something more challenging while the media
landscape is changing tremendously,” said a former CEO of a leading channel.Attempts are being made by
broadMusical chairs for top management in television industry casting companies to stem the movement by providing
new challenges to their executives. For instance, at Star India, Anupam Vasudev, who was heading the marketing
function was asked to head special projects with the Multi Screen Media (MSM), which operates Sony, has shifted Ajit
Thakur, business head, Sony Entertainment Channel (SET), to Singapore to head Sony Pix while Sneha Rajani has
replaced Thakur, as senior executive vice-president and business head, SET.According to Timmy S Kandhari, leader –
entertainment and media practice, PricewaterhouseCoopers, with the multiple senior-level exits in quick succession,
there is bound to be a ripple effect within the industry as most of the channels will see significant changes in their
leadership and strategy.“Networks will have to rethink the manner in which they want to run their channels to retain their
heads, especially if he or she is someone who will make a difference to the channel,” said a senior broadcasting
executive.
*************************
Communicate to the affluent consumers!
Source: Audiencematters.com, Date: May 18, 2011
The segment which consists of luxury consumers is pursuing a lifestyle based on ostentation, impressing others with
wealth and power, owning exclusive items – and owning them first. It is very important to understand this segment, their
age, income levels, occupation, likes, dislikes, behavior, and psychographics before talking about marketing to these
customers. It helps to filter them from the rest of the lot. Where do they live, what do they wear, what are their
aspirations, where do they buy, how do they think, what matters to them, where are they seen or would like to be seen
etc. is extremely important to get this understanding right. It is seen that affluent customers have high need for
distinction; they just want to be different from others and unique as they want to be noticed and appreciated. They want
access to the most exclusive brands and finest quality and have a passionate desire for the best things in life. Affluent
customers value their time as much as their money, making convenience fundamental to success in this market.
Personalization of products and services appeals to them as it gives them feeling of being special. They want the best
quality, exclusivity, satisfaction and outstanding customer service and they are willing to pay premium for this too. This
segment of customers seek a high degree of engagement with the brands and hence are known to be brand loyal and
brand conscious. Talking about how are affluent customers different from others, Anita Nayyar, CEO India & South
Asia, HAVAS media says, “The affluent customer is one with more purchasing power, is more evolved and difficult to
influence. Extremely fashion conscious and up to date with new trends”. On the same, Dinesh Rathore, GM Monthly Media Dossier
May 2011
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MediaVest says, “Affluent customers are those with extremely high disposable income, living in posh areas and
possess goods and services broadly among the mentioned verticals. In Technology, they possess Tablet PCs, High end
home theatre systems, LED TVS, in Banking & Finance-Wealth management accounts, Charge Cards, in Fashion &
Lifestyle Handbags/Wallets, Shoes/Belts, Accessories, Pens, in Automobiles- Badge value cars ,Bikes and other forms
of transportation, in Travel- First class /Business class travellers on airlines, they travel to exotic destinations, in Realty,
they are owners of second homes, owners of home in snob value areas. Net, they possess all the products what other
consumers dream of”.
According to Punitha Arumugam, CEO – Madison Media Group, “Affluent consumers flirt a lot more across medium and
within medium – and hence become the prime candidate for a definitive multi media strategy. The choices to reach the
affluent evolved consumers in descending order of priority would be the internet, special interest /premium publications
and niche content channels – however the actual choice would be determined more definitively by the brand
personality, marketing task and the core psychographic consumer profile” Adding about the key factors that influence
their buying behavior, Rathore mentions, “Key factors influencing their behavior are high levels of dedicated,
personalized and exclusive service, Products and services available only by Invites (Few ,but exclusive), Limited
editions, 'Talk - Value' - Badge/snob value, Environment friendly and 'Retromod' creating the 'India experience',
Indulgent, making them feel special”. Anita Nayyar states, “Quality, brand name and brand credibility are most
important. There is an element of snob value hence, association and credibility with brands plays a key role. Word of
mouth is important.It is important for them to be seen as arrived in life. A high end brand is a status statement. Affluent
customers are very brand conscious. Since a high end brand is a status statement, the loyalty is high”. Talking about
the things that marketers should keep in mind inorder to appeal to this segment Nayyar adds, “Values the brands stand
for, living up to credibility and personification of brand. Brands should amplify their status. Niche TV , Niche magazines,
direct mail and one on one interaction are effective ways and mediums to reach out to this segment of customers”.
According to Rathore, “Since these upscale customers are wealthy for them exclusive, convenient and exceptional
service matters the most. Brands which pamper them and make them feel special will always be retained by them, plus
brands have a continuous challenge to be contemporary and relevant across to these upscale customers. Marketers
should keep in mind that 'Push will not work, Pull would'. Since these customers are high on emotion and desire, they
prefer unparalleled service and would be loyal to brands that personalizes and gives them exclusive access and the
experience of acquiring the product or service matters the most. Point to note is that these affluent consumers are also
early adopters plus brand advocates thus marketing the brand to their peers”. Rathore signs off with, “Since these
customers form typically not more than 1% of the total population, its imperative to understand their geographical
spread and their media consumption. Media shouldn't be intrusive but recommended and connected with their lifestyle
and aspirations The role of medium is to and promote such communities Conventional media like events, Direct Mailers
will drive the exclusivity, Imagery can be driven by other mediums”. Affluent customers are increasing in India. With high
disposable income and their desire to purchase premium products, they provide a good customer base; the only need is
to tap them effectively. They are very selective about the products and want just the best. It is resulting in marketers
who are trying to provide distinguished products to them and are communicating their values to these prospective
customers.
***********************
Young Lions from Leo Burnett head to Cannes ad festival
Source: The Hindu Business Line, Date: May 18, 2011
Ms Greeshma Jos and Mr Ganesh Nayak of Leo Burnett, Mumbai, were adjudged winners of the AAAI-Cannes Young
Lions Creative 2011, a national contest by the Advertising Agencies' Association of India (AAAI).The winning duo will
represent India at the Cannes International Advertising Festival 2011's Young Lions Creative Competition. A 165 entries
on the theme ‘Don't Bribe. Follow Rules' were received. Mr Josy Paul, Chairman and National Creative Director, BBDO
India, and Ms Tista Sen, Senior Vice-President & Executive Creative Director, JWT, Mumbai, judged the entries.
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Launch of niche magazines is increasing competition!
Source: Audiencematters.com, Date: May 19, 2011
There are magazines in different sectors competing with each other and also new niche magazines launching in. In
business sector, there is Business Today, Forbes, recently launched Fortune India, in newsmagazines sector, there are
Outlook, India Today, The Week, and Tehelka. Recently, Lonely planet, a travel magazine was launched in India. Again
it’s a niche magazine that has competitors in the market. Then probably what is the reason that niche magazine are still
launching in India? And if they are launching, what is there scope of growth? The owners of the magazines have always
had a very positive approach towards the subject but the fact that digital is giving a threat to print media can’t be
denied. Talking about the reason why the niche magazines are still launching in India, Suprio Guha, MD, Economist,
says, “India had 125 million+ English speakers at the time of the 2001 census. This would have doubled by now. Also,
the top 5 English newspapers and top 5 English magazines together have 20 million readers according to the latest IRS
report. India’s demographic advantage is again a factor; this will make us the largest workforce in the world soon.
India’s growth will soon outpace China’s. The last reason that I would like to state is that Indians love to read and that’s
not going away sometime soon”. In conversation with Pradeep Gupta, Chairman and MD, Cybermedia, he says, “It’s
not that the magazine readership is declining in India. The readership surveys don’t account for new launches. The
circulation has been steady. As far as launch of niche magazines is concerned, Niche is a big growth area. The
information explosion necessitates need for targeted content otherwise a reader will be drowned in content. Many more
niches are yet to be created”. Talking about the scope of growth of magazine in future if it only caters to niche market,
Gupta says, “There are lots of opportunity areas in infrastructure, education, green technologies, healthcare, financial
markets and so on. And in order to retain our position and also take care of the profitability we are trying to continuously
innovate, sell more, and spend prudently”. Tarun Rai, CEO Worldwide Media Pvt Ltd says, “By their very nature
magazines cater to special interests. You can call them niches. In India even a niche can be very big. We have recently
launched what you can truly call a niche. The magazine is Home Trends and is targeting the professionals engaged in
architecture and interior design. It is also picked up by home owners who want to do up their homes. We have priced it
at Rs. 250/- and find that there are large numbers of people willing to pay that amount for it”.
Talking about people’s prediction about print media dying out Rai adds, “I believe that we are facing more fragmentation
of media rather than a demise of any particular media. I believe new technology is an enabler rather than a threat. I
believe new technology allows magazine publishers to reach a newer, younger audience. We are in the content and
communities business, the paper magazine is just one form of that content. But to exploit the opportunities that new
technology offers us we must quickly re-orient ourselves and re-create our content for the new formats. And
simultaneously develop new business models to make money off these new formats”. The innovation of existing option
of magazines and emergence of new ones are not only increasing competition for each other but it’s also exposing the
end consumers or readers to wide range of options who hardly know the real difference between the offerings of the
competitors.
***********************************
UTV all set to ENTERTAIN UAE!
Source: Audiencematters.com, Date: May 19, 2011
UTV Bindass and UTV Movies have added another feather to its cap by announcing the recent partnership with Etisalat,
Middle East’s leading telecom operator. The channels and this telecom network will work in co operation to entertain the
masses in UAE. The joint venture will launch UTV Bindass (channel # 678) and UTV Movies (channel # 665) for
Etisalat’s eLife/e-vision customers. Etisalat is the first operator in the region to offer– UTV Bindass and UTV Movies to
its eLife and e-vision customers in the UAE, as a part of Asian Choice Basic package and A La Carte option
respectively. UTV Bindass is India’s leading Youth channel with a classic mix of path-breaking reality content as well as
Bollywood music. UTV Movies on the other hand, has the inherent advantage of being the only Hindi movie channel
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coming from the country’s largest movie studio. The channel has the distinct advantage of possessing a young and
fresh library of Bollywood film content which is in demand across the entire Middle East region. In the Middle East
UGBL has appointed Mediastream FZE a key Dubai based Media and marketing firm specialized in Television
broadcast , TV channel representation and distribution to develop and deliver its channels over various conventional as
well as New Media distribution channels. Talking about the content and subscription of the channels exclusively to
audiencematters.com Humaid Sahoo, CEO, E-Vision, Etisalat says, “E-vision/eLife already has a number of leading
Indian channels, providing a wide range of family entertainment. We have always sought to provide new and exciting
television content for our Indian customers and in 2006 we launched our own ‘E-Masala Channel which is dedicated to
Indian programming broadcasting a wide variety of content in Hindi, Malyalam, Tamil, Telugu, Kannada and other
Indian regional languages.”
Commenting on the subscription Sahoo says, “Our subscriber base includes a large number of Indians and therefore,
Indian programming is extremely popular. This is why we have so many Indian channels covering all areas of television
entertainment. We are committed to providing the highest quality Indian entertainment to our customers. Naturally a
sports channel, particularly cricket is a major demand for most of our customers. Music and general entertainment
channels along with Regional channels from India are also very popular amongst our customers. He adds, “UTV is a
leading player in providing quality programming and it was an easy choice for e-vision to add its content to our network.
With the addition of UTV channels, we may proudly say that all the major Indian channels that appeal to consumers in
this region are available on our network and we will continue to strengthen our channel offerings as new channels
become available from India.” Commenting on expansion in the Middle East market, Mr. M. K. Anand, Chief Executive
Officer, Broadcasting – UTV said, “The Middle East is a very important and challenging market for Indian television and
we are pleased to join hands with Etisalat for distributing our content to the prominent and significant South Asian
Diaspora resident in the United Arab Emirates, which is one of the key countries having the largest percentage of Indian
expatriates in the region. Going forward we plan to enhance our presence across the entire MENA region by
customizing our offering as well as developing interactive programming to meet the viewing preferences of the region
and engage our audience on a long term basis.” Speaking about the E vision and elife customers and if they are in
sync with the very dynamic and demanding technology and entertainment industry Sahoo states, “With the evolution of
telecommunications services, combining the entertainment with communication needs of the consumers - Etisalat had a
vision that television would become a major component of its business as early as 2000. At this time the company
decided to invest in cable technology, and established e-vision as a separate entity that would develop and market rich
television content and provide the backbone on which it could launch new services in the future.”
Sahoo adds, “eLife is the brand under which these consumer services, including e-vision’s services, are bundled. It
offers a wide variety of services today, and promises many more ‘Smart’, IP-enabled services in the future. Today, evision/eLife offers over 350 channels in 21 different languages catering to the needs of all of our customers in the UAE.
This portfolio also includes more than 30 High Definition channels and as of 2010, the first of our 3DTV channels. Our
introduction of 3DTV in time for the 2010 World Cup meant that the UAE became one of the first five countries in the
world to offer this service. Further advances such as Video on Demand shall be launched this month with a rich content
from around the globe. These will all be supported by our Digital Media vision and our Digital Home solutions which will
help our customers manage and access their content across a myriad of electronic devices.” Giving information on the
subscription pattern Sahoo says, “Both channels will be available as part of eLife Asian Choice Basic package as well
as A La Carte option for e-vision customers. Etisalat eLife customers can view the channels by selecting the existing
Asian Choice Basic Package free of charge, while e-vision customers will have to subscribe to the new channels at a
price of AED 5 per month and per channel.”
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FRO 2011 in Mumbai to showcase over 150 brands for franchising biz
Source: Audiencematters.com, Date: May 19, 2011
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FRO Expo 2011, India's national Franchise & Retail show embarks in Mumbai on May 21st-22nd, 2011 at the Nehru
Centre, Worli and brings with it over 150 brands offering franchising opportunities. Over 50 brands will be offering
franchise covenants for the first time. The occasion will also witness an enlightening ‘Start Up Summit 2011’ addressing
core entrepreneurial issues & an insightful workshop on ‘how to franchise your business’ with prominent international
and national speakers to impart knowledge. The key speakers comprise of Dr. Nitin Kashinath Raut (Cabinet Minister
for Employment Guarantee Scheme, Government of Maharashtra), Mr. R. Sriram (Co-founder & President, TIE,
Mumbai), Mr. Tony White (Regional GM, Gloria Jeans Coffee, Australia), Mr. Rod Young (ED, DC Strategy, Australia),
Mr. Himanshu Chakrawarti (CEO, The Mobile Store ltd.), Mr. NP Singh (Director, Samsonites Sales Pvt Ltd.), Mr.
Naresh Mehta (Director, Retail Operations, Raymond Ltd), Mr. Dheeraj Gupta (MD, Jumboking), Ms. Nanette D’Sa
(CEO, Brainworks) to name a few. The show is presented by Franchise India, Asia’s largest integrated franchise
Solution Company and Indian Franchise Association (IFA) in association with Brainworks Learning Systems Pvt Ltd,
Jumboking and Club City with the support of Ministry of Micro Small and Medium Enterprises, Government of India
(MSME). The show lays a platform for companies to present and expand their franchised concepts by networking with
potential entrepreneurs in Mumbai and surrounding cities. The show encompasses a comprehensive exhibition and a
thought-provoking conference on franchising, retailing and licensing, covering the broad dynamics of SME sector. FRO
Mumbai displays various Indian and global brands, under one roof, to impart an all-round perspective on franchising
within the prominent SME sector, thereby highlighting the principal concepts and prevailing trends in franchising
fraternity.
The Exhibition puts forth a wide spectrum of enticing opportunities in franchising, retailing, licensing, real estate and
retail supply chain for the very first time in Mumbai , from diverse industry verticals such as Fashion & Lifestyle, Food &
Beverage, Education, Financial services, Health, Beauty & Wellness, Travel, Entertainment and many more. Some of
the brands launching at the show include Focus Softnet, Kids Camp, Lisa Home Solutions, Pop Languages, Blossom
Snacks & Juice Centre, Bluue Mango, Phonecare Services Pvt. Ltd, La Feasta, Zinc Square Hospitalities, High Profile,
Camex Wellness Limited, Rising Star, Richmond Global School, Naushijaan Restaurant, ZoomIn Online India Pvt Ltd,
etc. and those participating include Geetanjali Jewels, Kwality Walls, Ferns & Petals, Barista, Reebok, Kodak, Sign A
Rama, IFB, Style Spa, Perfume Station, Colonel Kababz, Snap Fitness, Virtual Edutechnica, Pizza corner, The Cream
& Fudge Corner, The Donut Baker, Luxus, Chocolate Room, Moti Mahal and many more. Commenting further, Ms.
Ashna G. Sharan, CEO, Franchise India Exhibitions said, “Since 1999, Franchise India has benefitted over a lakh
business investors through its 75 plus shows held both in India and overseas. Franchise India has touched over 50,000
business buyers and has assisted over 500 companies in their franchise search”.
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Publicis Groupe to acquire Rosetta for $575 mn
Source: Business Standard, Date: May 19, 2011
Publicis Groupe of France bolstered its already substantial investment in Internet advertising on Tuesday, saying it had
agreed to buy Rosetta Marketing Group, one of the biggest independent digital marketing agencies in the United States,
for at least $575 million. Publicis, which owns ad agencies like Leo Burnett and Saatchi & Saatchi, has moved more
aggressively than many of its rivals in expanding its digital capabilities, betting that spending on Internet marketing will
continue to gain market share from more traditional forms of advertising. The planned deal for Rosetta is its third major
digital acquisition, after the purchase of Digitas for $1.3 billion in 2006 and Razorfish for $530 million in 2009. “The
transformation of the advertising market will be colossal,” Maurice Lévy, the chief executive of Publicis, said in a
conference call. Rosetta, based in Hamilton, New Jersey, specialises in areas like search engine advertising and direct
marketing, and also has a strong position in the health care business, already an area of focus for Publicis. Rosetta’s
clients include Bristol Myers Squibb; Hewlett-Packard; Johnson & Johnson; Research In Motion, the developer of the
BlackBerry; and the T-Mobile division of Deutsche Telekom. Until recently, Chris Kuenne, who founded Rosetta in 1998
and serves as its chief executive, had appeared eager to stay on the sidelines of a merger-and-acquisition race in which
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big advertising companies like Publicis and WPP Group, based in London, snapped up many of the leading Internet
marketing specialists.
“Everybody comes knocking and calling and we’re not really interested,” he told Advertising Age, a trade publication,
last year. “There’s a race on in the agency world to assemble three key things: the right assets, the right people and the
right culture. M&A takes care of part one but has the potential to screw up the other two.” On Tuesday, Kuenne
changed his tune. “We recognise that in order to achieve our long-term business and geographic growth potential, we
need the reach and resources of a global group,” he said in a statement. Assuming the deal is completed, the portion of
revenue that Publicis derives from digital activities would rise to more than 30 per cent, from 28 per cent last year, the
company said. Publicis wants that total to rise to 35 per cent within three years. As with other digital acquisitions by
Publicis, the price raised some concerns among investors. Rosetta is expected to generate less than €250 million in
revenue this year. But analysts said they were reassured by Mr. Lévy’s track record in bringing Razorfish and Digitas
under the Publicis umbrella. They said the deal also reduced the likelihood that Publicis, the third-largest advertising
company worldwide after WPP and Omnicom Group, might mount a much larger bid for the No. 4 player, Interpublic
Group, which Mr. Lévy has previously run his slide rule over.“This is just the kind of acquisition that the market wants to
see them do, rather than a big merger like Interpublic, where the main benefit is cost-cutting,” said Conor O’Shea, an
analyst at Kepler Capital Markets in Paris. He questioned, however, whether Publicis might be concentrating too much
of its digital expansion in the United States, where Digital, Razorfish and Rosetta are strongest, rather than moving
more aggressively into faster-growing Asian markets. Under the terms of the agreement, Kuenne and other
shareholders of the privately held Rosetta could receive a deferred payment, in addition to the initial $575 million, if the
agency meets financial performance targets.
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MEDIA GIANTS JOIN CREATIVE FORCES: THE WALT DISNEY COMPANY INDIA and UTV TO CO - PRODUCE
FAMILY FILMS
Source: Audiencematters.com, Date: May 20, 2011
The Walt Disney Company in India and UTV Motion Pictures India’s leading movie studio today announced a creative
alliance to co-produce a slate of Disney branded films aimed at family audiences. Disney and UTV will share creative
responsibilities for these films and UTV will manage the production, marketing and distribution. “Together with UTV, our
goal is to produce films that have a direct connection with the dynamic and expanding India audience and that embody
Disney brand values - optimistic, fun, meaningful and emotional entertainment for the entire family’” said Mahesh
Samat, managing director, The Walt Disney Company India Pvt. Ltd. “From television to publishing to online gaming
and studios, we are singly focused on developing stories, characters and experiences that reach into the heart of the
community”. Ronnie Screwvala, CEO of UTV said “I believe this is a strategic initiative that further strengthens our
relationship with Disney. It is a wonderful affirmation for UTV that a much loved global entertainment brand like Disney
has the confidence in our creative and commercial capabilities and we welcome this co-production alliance. The
combined offering of UTV and Disney content will offer Indian viewers a tremendously diverse range of movies across
languages and genres.” Disney’s creative partnership with UTV further establishes its position in the Indian market
where local production is key and also complements its fast-growing Disney-branded businesses. In 2006 the company
acquired Hungama TV, India’s leading Indian children’s television channel, and took an equity interest in media
company UTV Software Communications Limited which it later increased in 2008 allowing both companies to maximize
each other’s expertise and reach globally, and in India. “Our relationship with UTV has yielded creative excellence for
our audiences. To broaden our relationship into movie production is a natural extension that we are very excited about.
Today’s announcement combines UTV's unparalleled commercial and artistic success with the best traditions of Disney
storytelling and global franchise creation” added Mr. Samat.
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I nexts victory at the INMA Awards 2011
Source: Audiencematters.com, Date: May 20, 2011
The International Newsmedia Marketing Association (INMA) Awards 2011 were held on 17th May 2011 at the Sheraton
Hotel & Towers in Manhattan, New York among the leading lights of international news media. There were 5 Indian
media organization that won awards at INMA – i next (3), Mid-Day (2), Dainik Jagran (1), Mint (1) and TOI (1). JPL with
6 awards was the only organization worldwide with that many awards to its credit. I next had the maximum no. of
awards among any Indian publication with 3 awards in two categories. I next won the awards for its large-scale
activations Bikeathon (First Place in ‘Marketing Solutions for Advertising Clients’ and Third Place in ‘Brand Awareness
across Platforms’) and Fresh N’ Crazy (Second Place in ‘Brand Awareness across Platforms’)Bikeathon is a bicycling
rally that takes place over a 14 km stretch across 12 i-next cities. With Bikeathon, Inext has struck the right chord with
its youthful TG through its message of ‘Fun, Freedom and Fitness’ in an eco-friendly way. Bikeathon saw 40,000
bicyclists take to the streets on their bikes for Season 3 of the event in 2010. The Hercules brand of TI Cycles has been
associating with this mega event for the past 3 yearsThe first days of being a freshman are tough for most but they are
also the ones that make for the fondest memories later in life. It is this thought that drives the Inext organized fresher
welcome parties in top colleges across 12 North Indian cities. Through this unique activation Inext reached over 55,000
young college goers in 183 colleges across 12 cities in 2010. Sprite and Bingo (ITC Foods) have got themselves
associated with this engaging event over the past years. The global recipients of INMA include New York Times, Sidney
Morning Herald, USA Today, South China Morning Post (China), Straits Times ( Singapore). The jury had eminent
media professionals from 13 different countries.
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Southern cinema sweeps 58th National Awards
Source: Dnaindia.com, Date: May 20, 2011
Malayalam film Adaminte Makan Abu (Abu, son of Adam), a simple yet evocative narrative of a man's pursuit of religion,
was adjudged the best feature film and it's star Salim Kumar shared the best actor honour with Tamil star Dhanush in a
clean sweep for Southern cinema at the 58th National Film Awards.In the awards announced today, Bollywood was
pushed to the background this year with the Salman Khan starrer Dabangg and Naseeruddin Shah-Vidya Balan starrer
Ishqiya being the only two films to pick up awards in prominent categories.Dabangg won the award for best popular film
providing wholesome entertainment. Its producers Arbaaz Khan, Malaika Arora Khan and Dhilin Mehta along with
director Abhinav Kashyap will receive the Swarna Kamal and a cash prize of Rs2 lakh.In the Best Actor category,
Dhanush, the son-in-law of megastar Rajinikanth, who starred in Aadukalam -- a Tamil film that looks at the world of
cock-fighting shared the award with Salim Kumar, who usually essays the role of a comedian."Being mostly seen as a
comedian, I approached the role very seriously with lot of preparation," a beaming Kumar said on getting the good
news.The best actress award too had two winners -- Tamil actress Saranya Ponvannan for Thenmerkku Paruvakkatru
and Marathi artiste Mitalee Jagtap Varadkar for Baboo Band Baaja.Adaminte Makan Abu directed and produced by
Salim Ahamed won the Swarna Kamal and a cash prize of Rs2,50,000 for it's "simple yet evocative articulation of
humanist values".Announcing the awards at a news conference, jury head filmmaker JP Dutta said the best direction
award went to Vetrimaran for Aadukalam.In all, 161 eligible entries were received in the feature film category, Dutta
said, adding it was the highest number of entries received so far.
The Nargis Dutt Award for Best Feature Film on National Intergration went to Bengali movie Moner Manush while the
Indira Gandhi award for best debut film of a director went to Baboo Band Baaja (Marathi).Dutta said Kannada movie
Hejjegalu was adjudged as the best children film and the Best Child Artist award was shared among four boys -- Harsh
Mayar (I am Kalam), Shantanu Ranganekar and Machindra Gadkar for their performance in Marathi movie Champions
and Vivek Chabukswar (Baboo Band Baaja).The best male playback singer award went to Suresh Wadkar (Mee
Sindhutai Sapkal - Marathi) and female playback singer award went to Rekha Bhardwaj (Ishqiya).Rishi Kapoor-starrer
Do Dooni Chaar was adjudged the Best Film in the Hindi language category.The Best Music sirection award was
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shared between Vishal Bhardwaj and Issak Thomas Kottakapally for Ishqiya and Adaminte Makan Abu
respectively.Dutta said the jury has requested I&B minister Ambika Soni to treat all the awardees who have shared the
awards in different categories as individual winners taking into account their performances.
******************************
Fashion’s big brands take aim at India
Source: The Financial Express, Date: May 20, 2011
The debate on multi-brand FDI can wait, but the big fashion brands can’t. Nearly a dozen global fashion brands are
poised to enter India and are in talks with domestic players for distribution arrangements. British clothing brand Jack
Wills, Italian Rifle jeans, American fashion designer Michael Kors and several others will enter Indian cities soon,
following licensing agreements with local partners.Indian regulations allow 51% FDI in single brand retail while no
foreign investment is allowed in multi-brand retail. However, these fashion brands prefer the licensing route. Under this,
the local retail partner invests in branding, marketing and expansion. “FDI norms do not really matter to these brands for
now. Also, the licensing mechanism provides the necessary flexibility to add or change local partners,” a retail expert
said.“Several international brands will stock stores in Delhi, Mumbai, Bangalore, Hyderabad and Chennai very soon.
Some deals are in the advanced stages of getting vetted by both partners,” a senior executive representing a legal firm
said. A number of legal firms are currently negotiating with Indian retail chains for exclusive tie-ups.While not going
official, top executives of domestic chains like Reliance Retail, Shoppers Stop, Lifestyle, and Future Brands privately
confirm being 'in talks' with overseas fashion brands. According to Anand Ramanathan of KPMG Advisory, falling
demand for these luxury brands in their home countries is pushing them to India. “India is a huge market in retail, be it
single or multi-brand,”Ramanathan said.“No global fashion brand wants to miss out on the Indian opportunity since
demand in the developed world is slipping,” Ramanathan said. According to various estimates, the luxury branded
clothes market is pegged at R2,000 crore or 10% of the overall organised branded garments market. However, it is
growing at over 30% year-on-year, making India an attractive destination. Agrees Dipak Agarwal, CFO, DLFBrands:
“The business of retail fashion brands is worth $3 billion in India, out of which these luxury brands can easily capture
half-a-billion dollars in next 3-4 years, provided they put in the right strategy.”Following the licensing arrangement, Jack
Wills will be available in metros and target university students, sources said. The brand is partly owned by Jack Wills
Ltd, a private limited company registered in the UK, while a minority stake is held by private equity firm Inflexion. Rifle
Jeans had entered India in 2006 without much impact. Sources said it will be relaunched shortly through a new local
partner.
But for those who are already present here, it is time to change or add more distribution partners. Sources say Calvin
Klein, DKNY, Hugo Boss and others are looking to change their retail partners while GAS is scouting for a distribution
partner.Diesel and Italian brand Miss Sixty group which recently switched partners — Diesel switched from Arvind
Brands to Reliance Brands while Miss Sixty group switched from Reliance to Arvind are again looking around to add
more distributors. Same is true for a number of other luxury brands including Mango and DKNY (currently with DLF),
and Brioni among others.When asked about DKNY looking to add or change its partnership with DLF, Agarwal declined
to comment. “They continue to remain with us. Rather, we are aggressively building up stores for them and are looking
forward to opening a few soon,” he told FE
******************************
Dhoni more marketable than Rafa, Bryant
Source: The Times of India, Date: May 20, 2011
Indian cricket captain Mahendra Singh Dhoni has pipped the likes of tennis superstar Rafael Nadal and iconic
basketball player Kobe Bryant to be among 10 most marketable sportspersons in the world, according to the SportsPro
magazine. Dhoni, who hit the winning runs in the ICC World Cup and led the Chennai Super Kings to the 2010 Indian
Premier League ( IPL) title, is 10th on the list. The top spot goes to Jamaican sprint king Usain Bolt and includes
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footballing sensations Cristiano Ronaldo and Lionel Messi at third and fourth respectively. Dhoni's teammate Yuvraj
Singh also makes the list at the 49th spot after being named player of the tournament at this year's World Cup. Chinese
basketball superstar Yao Ming makes the top 20 at 11th despite consistent injury problems. "MS Dhoni's marketability
has reached another new high in India in the aftermath of the cricket World Cup. Although he will never attain quite the
Messianic status that Sachin Tendulkar has with the Indian population, Dhoni has undeniably become the number one
choice for those looking to boost their brand in the south-eastern Asian country," SportsPro editor David Cushnan said.
The only female in the top ten is ninth-placed Caroline Wozniacki, who reached the top of the world rankings in 2010
despite not having won a Grand Slam.
*********************
Whistling Woods lines up expansion plans in WB
Source: Business Standard; Date: May 23, 2011
Even as land retains its status as the biggest issue in Bengal, Subhash Ghai has asked for 20 acres from the state
government for setting up a campus of the his Whistling Woods, a film acting production and management based
training institute. “I wrote to the Left front government about six months back asking for 20 acres on the outskirts of the
city to set up the Kolkata chapter of Whistling Woods International,” Ghai told Business Standard. And while the request
for the land is yet to be met, Ghai is optimistic saying that the institute as and when they get land the institute would
require about Rs 100 crore of investment, given that the institute requires world class facilities by way of technology and
equipment. The school, which offers seven courses including masters in business management (MBA), is headed by U
K Chowdhury. He is former dean of the Symbiosis School of Media and Communication. WWI is a joint venture
between Mukta Arts and the Maharashtra government, with Mukta owning 85 per cent of the institute. At present of the
400 students 70 are Europeans and Americans. “Mamataji is a progressive leader and I am hoping that she will be able
to work constructively for Bengal. The idea behind coming to Bengal is part of an overall strategy to set up WWI in each
of the four main zones in India,” Ghai explained. Land, incidentally, is an issue which has plagued West Bengal politics
for a while. According to many in fact, Mamata Banerjee has been able to ride the land wave to victory which has taken
her to Writers’. Incidentally, WWI as of now has one campus in Mumbai and is set to begin work on two others in
Haryana and Hyderabad by the end of the year. Besides the campus, Ghai’s Mukta Arts has also made a significant
foray into West Bengal with its first Bengal production Nouka Dubi, which has been directed by Rituparno Ghosh.
“Nouka Dubi was an interesting project given that it was based on a tried and tested formula of success in terms of it
being a Rabindranath Tagore classic. The casting has been just right as well,” Ghai said.
******************************
Future Group forays into premium foods category
Source: Business Standard; Date: May 22, 2011
India's leading retailer Future Group, mainly known for its value format stores, is getting into the premium foods
category with a new brand of chain, 'Future Hall' targetting affluent customers. The group, which has identified 10
locations across metros to set up 'Future Hall' stores after opening the first one in South Mumbai , has also decided to
distribute the role carried out by its erstwhile board member and CEO of Future Value Retail , Raghu Pillai, who died
due to a heart attack in April this year, to other top executives. 'Future Hall' will be at the top-end of a range of stores
that includes KB Fair Price shops , Food Bazaar and Food Right in the foods category of the group. "With Future Hall
we are targetting customers who had started with modern retail 5-7 years back, whom we think are now ready for the
next level of offering," Future Group Director (Integrated Food Strategy) Damodar Mall told PTI. He said the approach in
the foods category is similar to the one that the group has adopted in apparels segment, where it has a range of
international brands to value labels. Future Hall will sell premium fresh and packaged foods of domestic and
international brands, ready-to-eat items, cuisines from across the continents, besides health foods. It will be competing
with the likes of Nature's Basket by the Godrej group that sells world food, beverages, ingredients and premium and
niche food products. Focus right now is to learn and get more customer feedback, he said, adding, no timeline has been
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fixed for opening the next Future Hall store. On the redistribution of roles after the death of Pillai, a company official said
Rajan Malhotra, Future Group President, retail Business Strategy will now take additional responsibilities of the online
venture 'Ezone' and KB Fair Price Shops. The responsibility of Home Town -- a large-format home solutions store -- will
now be directly taken by Home Town President Mark Ladham and Home Town CEO Mahesh Shah, who were reporting
to Pillai.
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Dabur to bring Turkish brand Hobby in India by Sept
Source: Economic Times; Date: May 23, 2011
FMCG firm Dabur today said it is planning to launch in India by September this year personal care brands of Turkey .s
Hobi Kozmetik, which it had acquired last year. "We are planning to launch some products from the Hobi portfolio in
India. The products would initially be introduced in modern trade outlets only," Dabur India Chief Executive Officer Sunil
Duggal told PTI. Hobi Kozmetik sells a range of hair care and skin care products under 'Hobby' and 'New Era' brands
across 35 countries, including the Middle East and North Africa. He said the 'Hobby' range to be introduced in India,
includes body wash, shampoos and soaps among others and will be positioned at the premium end of the market but
did not provide the exact price range. These products will be imported from Hobi Kozmetik's plants located in Turkey.
Last year, Dabur India made its first overseas acquisition by buying out Hobi Kozmetik Group for USD 69 million (about
Rs 324 crore) to strengthen its presence in the Middle East and North Africa. "With Hobby coming in, Dabur will have a
bigger play in the personal care market, giving multiple choices to the consumers. Through 'Hobby' we are also entering
into the new categories like body wash," a company official said. Besides, Dabur is also looking at introducing its other
skin care brand 'New Era' from the Hobi portfolio. "We are currently identifying the right mix of products to be launched
in India from New Era. It will take sometime," the official said.
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3G: Boon or bane?
Source: Business Standard; Date: May 23, 2011
Users complain of poor service, inadequate support from customer care. In spite of enjoying high browsing speeds on
his 3G connection, Shrinath Nau-ghane from Pune was forced to opt out of the subscription plan following erratic
network shifts and poor customer support. “I had lodged complaints with the call centre and every time they would say
the prob-lem was fixed but there was no improvement,” said the Vodafone subscriber. Dhaval Valia, who loves watching
mobile TV, says the live streaming would freeze at least three times on his way back home to a Mumbai suburb. “It has
improved since the past one week but earlier there would be at least seven interruptions.” The sudden drop in calls and
shift from 3G to 2G data services have added to the consumers’ frustration. However, service providers said the
problem was temporary and upgradation of networks to 3G services was the reason. “The cell sites are still being
upgraded and cell expansions is not over,” said an official of a tower com-pany, requesting anonymity. The maximum
complaints received were from Vodafone subscribers. However, the operator refused to comment on the issue. B N
Kumar, who manages a leading public relations com-pany, activated his 3G service in February. However, Kumar has
not been able to use the 3G network either at home or at his office. “I got a 3G connection for a few minutes after
activation but then it switched off. I went to the outlet and cross-checked if my phone was compatible and they
answered in the affirmative.” Despite repea-ted complaints, Kumar was unable to use the services and is planning to
shift back to 2G. Consumers are not only left to deal with the gaps in their 3G network, they are not happy with the
customer service executives either. “It is tough to reach customer care and on most times the executives are unaware
of the nature of the prob-lem,” said Kumar. Similar prob-lems were expe-rienced by Mrinal Sharma who was offered an
upgrade to 3G networks by her service provider Airtel. “I was told that I would get free data and great speed. So I upgraded my data plan.” Now, Sharma is back to her 2G plan as the “3G coverage was so poor that I could never download a video or watch IPL matches on my mobile.” Cus-tomer support executives said 3G would have interruptions
while travelling in the city. According to industry experts, telecom operators have not made enough investments on 3G
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networks. “Some operators had expected the biggest chunk of subscribers to come from business districts where you
see decently good coverage and good speed. It could also be possible that the infra-structure that they had set up was
not enough for the spike in volumes that they have seen,” said Alok Shende, co-founder and principal analyst of
Ascentius Consulting. “With most operators opting for partial upgradation to 3G networks, the number of subscribers
who would latch onto the network remains dodgy. As more subscribers add on to the network the performance of the
premium service will improve,” claimed experts.
******************************
Bajaj Electricals turns to rural markets
Source: The Hindu Business Line, Date: May 24, 2011
Solar streetlights, solar panels, non-grid solar lanterns and LED-cum–solar appliances are potential growth avenues
that Bajaj Electricals aims to tap in the next couple of years.Mr Shekhar Bajaj, Chairman and Managing Director, Bajaj
Electricals, told Business Line that, this apart, the company intends to focus on rural markets where the population is
less than 50,000 for its consumer durables portfolio. For such markets, the company would appoint super stockists or
distributors to address market requirements.Bajaj would focus on selling its low-end products in fans, irons, toasters and
CFLs in the rural segment. The plan is to ensure that the rural foray brings in 10 per cent additional sales in the next
couple of years,For the year ended March 31, 2011, total income was up 23 per cent at Rs 2,740 crore, with the
engineering and projects division logging Rs 831 crore, consumer durables Rs 1,276 crore and lighting segment Rs 631
crore.For the quarter-ended March 31, 2011, sales were up 25 per cent at Rs 979 crore against Rs 784 crore and net
profit was up 54 per cent at Rs 57 crore, compared to Rs 37 crore.On concerns, Mr Bajaj said the last quarter had been
difficult with commodity prices up, despite which the company was able to sustain margins and growth.
*********************
Corporates take a leap in branding, recruitment with the help of social networking sites
Source: DNA, Date: May 24, 2011
One might think that Twitter, Facebook or Orkut are for fun. But, these ‘fun’ sites have become important tools for many
companies in extending their brand and generating clients.A study shows, allowing workers to use social media, won’t
result in them talking you down. In fact, workers who are allowed to use these sites in their offices usually have a
positive mind simply because of the freedom you have bestowed on them.“This is simple psychoanalysis. Once you
trust your employees and give them the freedom, they automatically feel a sense of responsibility towards the
organisation. Firms should stop treating their employees as kids when it comes to social media access. When you treat
them like adults they more often than not respond in positive,” said Aditya Rath, technology consulting, PwC.While
companies like Yahoo, Google and Microsoft have been flexible and open about these sites, their Indian counterparts
such as Wipro and Infosys still conform to the traditional path, at least in their office premise. However, the smaller or
mid-sized IT companies in India are no clones of them. They are being smart in their approach and giving their
employees the freedom to access such sites.Niranjan Nelamangalam, vice-president, people department, ADITI
Technologies, a solutions and product R&D partner for software businesses and financial services enterprises, feels
these social media provide multiple arenas of attracting prospective employees and employee connect.
“Initially, at ADITI, we used social networking sites to share information about the company, activities and the
propagation of the fact that we are a great place to work. This helped propagate the environment at ADITI, the
emphasis on learning and growth and last but not the least - have fun doing these,” he said.The ability to attract passive
candidates, generating referrals of prospective employees are some of the other advantages they get from utilising
these networks, that too at a very low implementation and maintenance costs.The latest findings of Ma Foi Randstad
reveal that 82% of Indian employees are confident using Facebook, Twitter and LinkedIn to enable them to find a new
job in quicker and more efficient way. Around 78% of social media users in India use the platform only to present
themselves professionally.Arunav Sinha, Head-Corporate Communications, Yahoo India R&D, advocates open
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employee access to social media. “We sincerely believe that if people have to waste their time, they will. They don’t
need social networks as an excuse. I feel companies just do not want to put pressure on their bandwidth and to counter
this they come up with this ‘waste-of-time’ excuse,” he said.
Anshuman Ray, director-HR, Synopsys, feels the same. He believes that offering such freedom does not really dilute
the work culture. He pointed out, in Synopsys, employees who have been hired through referrals using social networks
have had a higher business impact (in a positive sense) and stayed in the company for a longer time than those who
were hired externally.ThoughtWorks, a global IT consultancy firm, often updates about the company’s culture and
events on Twitter. However, they have cautioned their workers against mentioning their client names or projects on
these sites.So, are the big IT firms in India losing out on such huge opportunity?“Definitely, they are losing out big time
on branding. They may have their own reasons, but the fact remains that these companies do not have proper social
media guidelines in place. For most companies, social media discussion is not a part of induction,” said Rath.Rajan
Kohli, Chief Marketing Officer, Wipro responds: “We do not allow use of Facebook, Twitter, Orkut inside our office
campus. This decision is mainly driven by customer needs and their security policy.” But, the company understands the
importance and power of social media tools. It has been using blogs and wiki’s to collaborate and come up with
solutions across various business/technical issues.However, Rath does not buy the argument. “People today have
access to internet from their phones. So, if the information has to go out it will. This is an archaic way of thinking.” He
feels, in today’s world, a social intranet is not sufficient to tap the vast knowledge pool. “Social intranet allows interaction
between employees of the organisation. You do not get to share the same with the outside world. I feel it is time
companies change this policy if they have to keep their competitive edge,” he said.
*********************
These advertisements contribute to major revenue of newspapers!
Source: Audiencematters.com, Date: May 24, 2011
With different brands trying out different mediums to get some visibility in the market and convey about their presence to
the consumers, Travel and tourism is not left behind in this league. It is being seen that Travel and Tourism companies
are advertising heavily in the print media. They also deploy the other mediums but print medium, newspapers is the one
where they are mostly seen.According to Aaku Srivastava, Executive editor, Hindustan, “Reader’s interest in going out
is increasing with time. Also their capacity to go out, spend money, is increasing. If one wants to go to Bangalore for
instance, he has to spend some 30000 to 40000. And on the other hand because of the packages and all, one can visit
Bangkok in the same amount and also the tag of having visited other country gets attached. This is the main reason
why Travel and Tourism companies are emerging as powerful advertisers. In last 2 years, the number of passport
issuing has grown in a big way”. Talking about the benefit that newspapers get from the Travel and Tourism
advertisements Srivastava says, “Newspapers get good revenue from Travel and Tourism advertisements. Also the
readership interest of people increases. Ads can also be knowledgeable because of the information they give about the
other city or country”. Adding about why the Travel and Tourism is using newspapers heavily to advertise, Srivastava
states, “As far as advertising in newspapers are concerned particularly, people are reading newspapers extensively. It is
considered to be a reliable medium. Newspaper is a very relevant media, not only to reach the masses but the
advertisers can also give proper details of the package and all in the paper. The growth of newspaper is at rate of 12
percent. Travel and Tourism people also advertise in other mediums but newspaper because of its reach and growth is
extensively being used by them”.
Emerging as strong advertisers, Anirudda Haldar, Head-Marketing, Mahindra Holidays & Resorts India Limited says,
“The Travel & Tourism market is in itself recovering well after the de growth experienced in 2008 to 2009 due to global
recession. Estimates suggest that foreign tourist arrivals will increase to 5.5 million in 2010. Despite the effects of
recession, domestic tourism grew by 8-10 percent in the same period continuing to encourage large travel and tourism
brands. Apart from Travel and Tourism companies, the Government of India itself has made extensive advertising
investments through its Incredible Indian campaign giving a further boost to Travel and Tourism players. Club Mahindra
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is well poised to take advantage of this recovery, as India’s no. 1 holiday brand with over 70 percent of the active
timeshare members in its base”. Haldar adds, “Advertising across media has been effective in building brand salience
and mind share for Club Mahindra. It continues to have the highest brand awareness in the category, thanks to the
prudent investment in TV, print and online media”. On the same Vishvajeet Patil, Chairman, Raja Rani Travels Ltd.
says, “Last year we won the CNBC Asia Best Tour Award even after being the least advertises. We have made
constant efforts not to be advertisement dependent but at the same time without advertising you don’t have a future.
There is no alternative to advertising especially in our segment where everybody is advertising. Nobody, no brand
howsoever is powerful to take his audience for granted. The loyalty factors are diminishing, people are shopping, and
even so my customers are bombarded with beautiful visual ads. Advertising plays a very primitive role”. Patil adds,
“Right now we are 70percent based on our ad space but we are trying to bring it down to 30 percent. Probably the cost
to attract attention in newspapers is very high. While, all of us realize that the woman is a decision maker in family and
watches TV extensively. Few people advertise on television too but sports mediums like World Cups and all becomes
too expensive”.
Talking about the reason of advertising in print especially in newspapers, Haldar says, “The lifestyle travel print media is
growing to meet the needs of the evolved domestic traveler. Local publications are competing well with international
publications with high end print technology to add a wow factor to pictures of destinations and stories. Mainline dailies
are also adding editorial supplements on travel. Print is dynamic and allows brands to make requisite changes in
packages and prices as well as is much more economical than TV. Print also ranks high on immediacy in terms of
response”. Telling us about the ROI from newspaper ads, Haldar states, “Club Mahindra enjoys the highest brand
awareness in the timeshare category at 75%. Ads aimed at lead generation contribute to 10% of sales making
newspaper advertising a cost efficient medium for the brand”. On the similar lines Patil states, “Vernacular ads have a
fantastic appeal. Mumbai Mirror and BT have done a good job giving us a reasonable ROI. We have not fortified them in
percentile but general conversion, it has been really good. The print medium, especially the Times Group has been able
to deliver good returns”. It’s a fact that the main revenue that the newspapers get are from the advertisers. Travel and
Tourism ads are seen extensively during the vacation period in the month of April, May and June but otherwise also
they invest a lot on advertising space in newspapers.
*********************
FRO 2011 in Mumbai showcases over 150 brands for Franchising
Source: Audiencematters.com, Date: May 23, 2011
FRO Expo 2011, India's national Franchise & Retail show embarked in Mumbai on May 21st-22nd, 2011 at the Nehru
Centre, Worli and brought with it over 150 brands offering franchising opportunities. Over 50 brands will be offering
franchise covenants for the first time. The show is presented by Franchise India, Asia’s largest integrated franchise
Solution Company and Indian Franchise Association (IFA) in association with Brainworks Learning Systems Pvt Ltd,
Jumboking and Club City with the support of Ministry of Micro Small and Medium Enterprises, Government of India
(MSME) and the event was inaugurated by Dr. Nitin Kashinath Raut, Cabinet Minister for Employment Guarantee
Scheme, Government of Maharashtra along with Mr. Gaurav Marya, President, Franchise India Holdings Limited and
Ms. Ashna G. Sharan, CEO, Franchise India Exhibitions. The Guest of the Honor at the show was Mr. Kiran Kulkarni,
Executive Director, Maharashtra Centre of Entrepreneurship Development and Mr. R Sriram, Co-Founder, President,
TIE, Mumbai. The occasion also witnessed an enlightening ‘Start Up Summit 2011’ addressing core entrepreneurial
issues & an insightful workshop on ‘how to franchise your business’ with prominent international and national speakers
to impart knowledge. The key speakers comprised of Dr. Nitin Kashinath Raut (Cabinet Minister for Employment
Guarantee Scheme, Government of Maharashtra), Mr. R. Sriram (Co-founder & President, TIE, Mumbai), Mr. Tony
White (Regional GM, Gloria Jeans Coffee, Australia), Mr. Rod Young (ED, DC Strategy, Australia), Mr. Himanshu
Chakrawarti (CEO, The Mobile Store ltd.), Mr. NP Singh (Director, Samsonites Sales Pvt Ltd.), Mr. Naresh Mehta
(Director, Retail Operations, Raymond Ltd), Mr. Dheeraj Gupta (MD, Jumboking), Ms. Nanette D’Sa (CEO, Brainworks)
to name a few.
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The show encompassed a comprehensive exhibition and a thought-provoking conference on franchising, retailing and
licensing, covering the broad dynamics of SME sector. FRO Mumbai displayed various Indian and global brands, under
one roof, to impart an all-round perspective on franchising within the prominent SME sector, thereby highlighting the
principal concepts and prevailing trends in franchising fraternity. Commenting further, Mr. Gaurav Marya, President,
Franchise India said, “Franchising, as a business model, has been known in India for decades. But an increased
interest in following this model emerged in the past five plus years. Franchising is a rapidly growing business trend,
mostly because people find it expedient to start a business with the assistance of an established organization. Over
many years, FRO has always been a platform for Start-ups and business entrepreneurs to grow in stages to expand
across the periphery of the Indian subcontinent. Since 1999, Franchise India has benefitted over a lakh business
investors through its 75 plus shows held both in India and overseas. There are more than 150 brands associated with
us to make this event remarkable.”
The Exhibition put forth a wide spectrum of enticing opportunities in franchising, retailing, licensing, real estate and retail
supply chain for the very first time in Mumbai , from diverse industry verticals such as Fashion & Lifestyle, Food &
Beverage, Education, Financial services, Health, Beauty & Wellness, Travel, Entertainment and many more. Some of
the brands launching at the show include Focus Softnet, Kids Camp, Lisa Home Solutions, Pop Languages, Blossom
Snacks & Juice Centre, Bluue Mango, Phonecare Services Pvt. Ltd, La Feasta, Zinc Square Hospitalities, High Profile,
Camex Wellness Limited, Rising Star, Richmond Global School, Naushijaan Restaurant, ZoomIn Online India Pvt Ltd,
etc. and others participating included Sir Speedy, Mexus, Reebok, Satya Paul, Florista, Picasso, Erudite, Swirls,
Guardian Pharmacy, Siyaram’s, Barista, Aura Thai spa, Colonel’s Kebabz, Tie Rack, Gitanjali, Jawed Habib, Elixir,
Samsonite, Bwitch, Rising Stars, Beyond Petals, Kodak, Cocoberry, Brainsmiths, Derby, Geetanjali Jewels, Kwality
Walls, Ferns & Petals, Barista, Sign A Rama, IFB, Style Spa, Perfume Station, Snap Fitness, Virtual Edutechnica, Pizza
corner, The Cream & Fudge Corner, The Donut Baker, Luxus, Chocolate Room, Moti Mahal and many more.
*********************
THE WALT DISNEY COMPANY INDIA and UTV TO CO-PRODUCE FAMILY FILMS
Source: Audiencematters.com, Date: May 23, 2011
The Walt Disney Company in India and UTV Motion Pictures India’s leading movie studio today announced a creative
alliance to co-produce a slate of Disney branded films aimed at family audiences. Disney and UTV will share creative
responsibilities for these films and UTV will manage the production, marketing and distribution. “Together with UTV, our
goal is to produce films that have a direct connection with the dynamic and expanding India audience and that embody
Disney brand values - optimistic, fun, meaningful and emotional entertainment for the entire family’” said Mahesh
Samat, managing director, The Walt Disney Company India Pvt. Ltd. “From television to publishing to online gaming
and studios, we are singly focused on developing stories, characters and experiences that reach into the heart of the
community”. Ronnie Screwvala, CEO of UTV said “I believe this is a strategic initiative that further strengthens our
relationship with Disney. It is a wonderful affirmation for UTV that a much loved global entertainment brand like Disney
has the confidence in our creative and commercial capabilities and we welcome this co-production alliance. The
combined offering of UTV and Disney content will offer Indian viewers a tremendously diverse range of movies across
languages and genres.”
Disney’s creative partnership with UTV further establishes its position in the Indian market where local production is key
and also complements its fast-growing Disney-branded businesses. In 2006 the company acquired Hungama TV,
India’s leading Indian children’s television channel, and took an equity interest in media company UTV Software
Communications Limited which it later increased in 2008 allowing both companies to maximize each other’s expertise
and reach globally, and in India. “Our relationship with UTV has yielded creative excellence for our audiences. To
broaden our relationship into movie production is a natural extension that we are very excited about. Today’s
announcement combines UTV's unparalleled commercial and artistic success with the best traditions of Disney
storytelling and global franchise creation” added Mr. Samat.
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*****************
ZEEL plans Brand Revamp
Source: Audiencematters.com, Date: May 23, 2011
Come 19th June 2011, Zee Enterprises Entertainment Limited (ZEEL), India’s leading media conglomerate will unveil a
new brand identity that will feature the network’s new logo, packaging and positioning. Through its strong presence
worldwide, ZEEL entertains over 500 million viewers across 167 countries. Over the years, the network has established
a very strong consumer connect and is governed by a set of values that has held it in good stead in the face of
changing viewer environments. Traditionally a Bollywood actor or any other superstar endorses a brand’s new identity
but ZEEL considers its ‘viewers’ to be an integral part of their growth since its inception. ZEEL’s A-list celebrity is its
viewer.The network has lined up the biggest BTL activity for viewers across the globe to be a central part of its new
brand identity exercise. In a never before done initiative, ZEEL’s mother brand, Zee TV, the Hindi general entertainment
channel will mobilize millions of viewers from all around the world to make them feel special and participate in unveiling
the logo in Mumbai. In India alone, it will be touching over a million viewers and few lucky viewers will be invited for the
mega celebrations in Mumbai. The new brand identity will define Zee TV’s role, essence, promise, and personality and
every key stakeholder will be united around each. The new positioning will be unique and compelling to its viewers. In
India, viewers from Mumbai, Surat, Lucknow, Kanpur, Varanasi, Meerut, Amritsar, Ludhiana, Indore, Delhi, Jaipur,
Ahmedabad, Vadodara, Nagpur and Pune will be a part of the brand identity change.
********************
Kharghar realty deal involving Bollywood park may go bust
Source: Hindustan Times , Date: May 25, 2011
An ambitious realty development plan in Kharghar, which included construction of a Bollywood theme park, may be
shelved due to inability of the developers to raise funds, said two individuals in the know-how of the deal. Future City
Properties, a special purpose vehicle (SPV) formed by Bhushan Steel and Essel, had bought a 250-acre plot in
Kharghar from CIDCO in 2010 to develop a residential and commercial complex along with a Bollywood theme park.
But problems have been brewing between the two companies over liquidity issues, an official with one of the companies
said. “The consortium was supposed to pay Rs1,530 crore to CIDCO in more than one tranche, but they were unable to
make the payment,” said a banking source close to the deal. “The project is not happening as the consortium is also
finding it difficult to raise funds.”The 250-acre land parcel was put on the block in 2009 and Future City Properties had
bagged the plot with a Rs1,530-crore bid. The payment was to be made within a month.While CIDCO was to get a 26%
stake in the project, the SPV retained the right to put up a residential or commercial complex in 100 acres of the land.
The Bollywood theme park was to occupy the remaining 150 acres.The Bollywood park was estimated to cost upwards
of Rs7,000 crore, some of which could have been offset by selling residential apartments.“Both companies had
attempted to raise funds for the project, but it seems it is tough in the present situation especially for a real estate
project of such magnitude,” said the banking source.An official from Essel told HT, “We do not have anything to do with
the land deal.” An email questionnaire sent to Essel Group did not elicit any response. The official indicated that all is
not well between the two companies. However, this could not be independently confirmed.Nitin Johri, CFO, Bhushan
Steel, pleaded ignorance about the status of the deal. “I do not know the status of the Kharghar deal,” he said. An email
query sent to Bhushan Steel on Monday remained unanswered.Meanwhile, a senior CIDCO official confirmed the
development, but refused to divulge the reason for the cancellation of the deal.
*********************************
OneAlliance in talks to join ZEE-Star distribution JV
Source: Business Standard , Date: May 25, 2011
OneAlliance, the distribution venture of Multi-Screen Media (MSM) and Discovery Communications, is in talks to join the
proposed ZEE-Star distribution joint venture (JV). MSM runs Sony and SET Max channels.A top source in OneAlliance
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confirmed they were looking to join the JV. He did not give details. Rohit Gupta, president, MSM India, refused to
comment.The MSM Discovery alliance distributes 19 channels, including Sony, SET Max, Discovery, Animal Planet and
Aaj Tak.This comes after rivals Zee and Star decided to set up a company to distribute 90 channels.If OneAlliance joins,
the JV will distribute 109 channels, giving it the power to negotiate with pan-India multi-system operators (MSOs), who
run cable networks, and independent cable players. MSOs have been increasing carriage charges every year, hitting
broadcasters. Broadcasters pay MSOs to get space on premium bands. This ensures more viewers.At present, all Zee
channels are distributed by Zee Turner, a 74:26 JV between Essel Group and Turner International. It operates Cartoon
Network, Pogo and Zee channels.The Star channels are distributed by StarDen, a 50:50 JV between Star India and
DEN Networks, owned by Sameer Manchanda. The other competition is Sun and TV18 JV, which distributes Colors,
CNBC and Sun TV, among others.According to a study by Chrome Design & Media which studies media trends
broadcasters pay over Rs 1,600 crore annually to ensure their channels are available on premium bands.
With the number of channels growing (India has over 626) and the government giving permission for 75 more, the
carriage charges are expected to increase further. Chrome says the increase has been over 25 per cent per annum.
Industry experts say for most general entertainment broadcasters, the carriage fee accounts for 30 per cent cost the
second-biggest after programming.MSOs and cable operators see this as a clear case of cartelisation. “This will lead to
monopoly of broadcasters, as a result of which they will be able to get more subscription revenue and negotiate
carriage fee. Independent and local cable operators will be hurt the most,” says a senior executive of a leading cable
company.“We are watching the development. Remember that even MSOs can form a venture and negotiate prices. No
channel can afford to be blacked out from any MSO network as it will lose audience and advertising. It’s a bold move to
get some order in carriage fee increases. Whether it will work or not is difficult to answer,” says a senior executive of a
leading infotainment channel.
*********************************
Channel V to Foray into Bars and Cafes Business
Source: The Economic Times , Date: May 25, 2011
Channel V, Star India's music and youth-centric television channel, is the latest entrant to the rapidly growing but niche
cafA© and bars space in India. This will possibly be the first time that any music channel moves into the organised bars
and cafes space. V plans to open 30 'cafes by day and bars by night' outlets, to be called [V] Spot, across the country in
three years. The move is part of V's efforts to overtake rival MTV in the brands space. Channel V EVP and GM Prem
Kamath says plans to move outside of the television space and leverage the channel's youth quotient were in the
pipeline for two years. The cafA© bars will follow a franchisee model and the channel has identified a master franchisee
who can sub-franchise stores. There will be two types of cafes, large-format 5,500 sq feet ones and smaller ones of
about 1,000 sq feet size. "We will leverage the cafes for hosting auditions, events, shoots and driving interactive
content," says Kamath. The first [V] Spot cafA© will open in Delhi, after which the channel plans to open one in
Chandigarh. Nagpur and Indore are also being considered. "The resonance of our brand is higher in smaller cities
where options of entertainment are limited compared to a Delhi or Mumbai and real estate is cheaper," says Kamath.
Channel V currently occupies the third slot in market share among music channels, after MTV and 9XM, though the gap
between the three is not huge. While MTV has been riding on its Roadies show as a big draw, Channel V doesn't own
any flagship property. Star hopes that Channel V's new fiction-based programming will take it to the top of its genre.
"We expect fiction to be our signature," says Kamath.Channel V, first introduced almost 15 years ago, was relaunched
in 2009 with a 'bloody cool' positioning. In the early days, Channel V had created marquee properties like 'quickgun
murugun', V are like this only, and Mind it. Media buyers say the channel will have to create more differentiated content
to increase its viewership base and brand appeal. Overall ad revenues of music channels are estimated at about Rs
300-400 crore, of the overall Rs 6,000 crore advertising pie of television channels.
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Importance of brand logos!
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Source: Audiencematters.com, Date: May 26, 2011
Just like a hand shake or first meeting with a person will make an instant impression about the person, similarly logo will
determine the opinion about the company at first glance. It reflects the essence of the company through which the
customers recognize and relate to it. The important tool that marketers have been using to promote their business is
embracing a corporate logo.During the course of time we have seen logos of many prominent brands have evolved and
at times, the logos may undergo complete change. For many companies the makeover is imperative because
sometimes this makes a huge difference to the brand. It may keep the brand’s image alive as a contemporary one.
Recently, the companies such as Airtel, Reliance, ADAG, Hindustan Unilever Ltd (HUL), Godrej and Bajaj Auto under
went an inevitable change in their identity after preserving their conventional logo for years. The soul purpose of these
new identities is to spread the wings of the product to the wider market. Throwing some more light on the same Al Ries,
Chairman Ries and Ries says, “A logotype should be designed to fit both eyes. The real power of the brand name lies in
the meaning of the word in the mind. A brand should use a color that is the opposite of its major competitor's. By
standardizing on a single color and using it consistently over the years, you can build a powerful visual presence in a
clutter-filled world.” The most effective logos are those that are simple and easily adaptable without much detail. Care
should be taken that there should be consistency in use of colours and shapes of the logo. Once the logo and brand
name have been created, it should be registered as a trademark to prevent copyright infringement. Changing logos
might not be too beneficial for a brand. Harish Bijoor, CEO, Harish Bijoor Consults says, “A brand is an amalgam of
many things. It is a name, a symbol, a color, a jingle, a persona, a personality, a position and much else. I personally
believe that old logos must remain. They could be modernized a wee bit, but must allow to remain for what they are and
what they stand for. I do believe there could be a need for an up-date and an up-grade, but not necessarily a dramatic
change.”
Bijoor further explains, “Logos are precious properties of brands. The existing logo is a precious property of old brands
at large. They have been there for decades and have been a part of heritage identity that many old brands tend to
enjoy. To an extent a logo is like a scar. A positive scar that is left behind in the minds of peoples. The scar becomes an
indelible part of memory and becomes a meta-tag that gets recalled instantaneously by people. Positive scars such as
these logos may look outdated, but one needs to understand and be sensitive enough to appreciate the fact that
changing the existing is the easiest thing to do. Preserving the existing is the most difficult thing to attempt. Therefore, I
do believe there is a cosmetic up-grade possibility, but nothing much else must be done on old brands.” How much will
these brands help in conquering the global market will have to seen in the times to come but one thing is for sure that
now the brands are tapping every opportunity that lies ahead which in turn would give recognition to the Indian products
worldwide.
*********************************
20th AMIC Annual Conference to kick off in 4 weeks
Source: Audiencematters.com, Date: May 26, 2011
he 20th Asian Media Information and Communication Centre (AMIC) Annual Conference will kick off in Hyderabad,
India on 24 June, 2011. Themed ‘Taking Stock of Media and Communication Studies: The Challenges and
Opportunities of Globalisation, New Media and the Rise of Asia', the conference will address challenges and
opportunities arising out of these new global developments for media practitioners and communication scholars
especially in terms of De-westernising the past and Asian-ising the present in theory and practice.The four-day event
will be opened by Punit Goenka, Managing Director of Zee Television Entertainment Enterprises-India and keynote
address will be delivered by Dr. Shashi Tharoor, Member of Parliament-India. Other prominent speakers attending the
conference include Eric Chinje, Head of Global Media Program at the World Bank Institute-USA, Amadou Mahtar Ba,
Chief Executive of the African Media Initiative, Prof. Georgette Wang of National Chengchi University-Taiwan, Prof.
Binod C. Agrawal, Director of Taleem Research Foundation-India and Barun Das, CEO of Zee News Limited-India.
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The four-day conference spans five plenaries and 49 parallel sessions. Among the important aspects of the sessions
include the following:
•
•
•
•
•
•
•
Colloquium on Public Service Broadcasting – AMIC–UNESCO Symposium
Understanding the ‘digi-logue’ media landscape – AMIC-UNESCO Plenary
Future of Mass Media Education in the Asia-Pacific – AMIC-AEJMC Panel
Roles of Media and Communication Sectors in Raising Awareness of Development Issues – AMIC- Media
Alliance for Social Awareness Panel
Media and Minorities: Cultural, Linguistic and Religious Aspects of RTI
Beyond Modernization: Chinese Media and Society in the Digital Age – AMIC-Communication Association of
China Panel
Demystifying Crop biotechnology: Issues and Concepts for the Mass Media – AMIC-ICRISAT Plenary
An AMIC-Friedrich Ebert Stiftung Forum will also be held on the first day to identify media and foreign policy in a digital
age.
Describing the conference, AMIC Secretary-General Sundeep R Muppidi, said: “Hyderabad is fast becoming a major
media and communication centre in India, as I was born and brought up in Hyderabad, it gives me great pleasure to
announce that the 40th anniversary of AMIC and its 20th Annual Conference is going to be held there for the first time.
“As many well-known names in both academia and the industry will be attending the conference, I am confident that this
will be an important event that would influence media policy for the future in the Asia-Pacific region.” Meanwhile four
half-day capacity building workshops will be offered to interested participants. Topics to be covered include reporting on
public health issues, media management, how journalists deal with data information and understanding social media
effects. In addition to that, two full-day workshops will also be held: one on creating presentations for multimedia and
another, a special post-conference workshop organised by UNESCO, on Open Access Software. Over 150 eminent
scholars from Asia, Europe and North America will offer their expertise through presentations and panel discussions.
Together they represent a state-of-the-art knowledge pool, among the best in the world. This conference is AMIC’s
flagship event. It rotates among countries in Asia every year and is hosted for the first time in Hyderabad in partnership
with the Sarojini Naidu School of Arts and Communication, University of Hyderabad. Past conferences have been held
in Singapore, New Delhi, Penang in Malaysia, and Beijing. It is attended by over 300 delegates from around the world
including scholars and communication practitioners from various universities, NGOs and multilateral agencies like
UNESCO, World Bank, etc.
********************************
Hollywood comes calling
Source: Business Standard, Date: May 27, 2011
Production houses tie up with local brands to promote movies with a ‘360-degree approach’ Today, even fictional
characters like Buzz Lightyear the space ranger and one of the two main protagonists from Toy Story and his co-star
toys (Woody, Mr Potato Head , Jessie and Andy) become an instant hit with the Indian audience.The growing
importance of the Indian film market is reflected in the fact that a number of Hollywood studios are queuing up and
finding innovative ways to woo the movie buff. Brand Hollywood is steadily increasing its market share in the Indian Box
office, and production companies are going all out to promote their movies with a “360-degree approach” For instance,
the popularity of Buzz Lightyear and his toy gang prompted the Walt Disney Company to tie up with Pepsodent to
launch a 3D comic book featuring the adventures of the fictional Toy Story characters. The India audience has
witnessed several such promotional initiatives taken by Hollywood production houses. The innovations are worth a
mention: During the release of Tron Legacy, Disney and Pepsodent’s promotional strategy was built around the Tron
rip-cord bike to woo children. Walt Disney tied up with Clinic Plus to promote Tangled, where Clinic Plus packs carried
different 3D accessories like hair-clips, rubberbands and hairbands. It also had a tie up with 3D LG TV for the Pirates of
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Carribean. While Fox Star Studios tied up with Horlicks for the Chronicles of Narnia, The Voyage of the Dawn Treader
and Paramount Pictures associated with Tata Photon for their production, Fast and Furious 5. “We want to create
Disney Difference with all our movies. We want audiences to experience this. So we have on-ground activations,
various events and other co-branded tie-ups as well,” said K Seshahaye, executive director-marketing & distribution,
Walt Disney Studios (India). Last December, during the release of Tron, Disney organised events to promote the bike.
Similarly, during Toy Story 3, the company launched a campaign – ‘donate a toy’ – to encourage kids to give away their
toys. “This was held across eight India cities and we collected over 127,000 toys,” he said. Echoing Seshahaye’s
views,Vivek Krishnani, head of distribution, marketing and syndication at Fox Star Studios, said such tie-ups and
activations help supplement the overall marketing campaign. “The market is growing every year with Hollywood films
gaining ground. A new market has also opened up with such hits being dubbed in Hindi, Tamil and Telugu. With the
recent success, brands are also opening up to these initiatives and want to be associated with the movies,” said
Krishnani.
In the past one year, most studios have increased their marketing spends by 50-100 per cent depending on the genre of
the movie. Reports suggest the current share of Hollywood films is 11-12 per cent up from five per cent two years ago.
“There is a growing appetite and acceptance of Hollywood films in India with penetration of multiplexes, dubbing in
various languages and also the growing interest in watching 3D movies,” said Sunil Punjabi ,CEO Cinemax. He said
Warner Bros’ Harry Potter and The Half-Blood Prince was released in India with 353 prints in 2009, but last December
when Harry Potter and The Deathly Hallows hit the screens over 500 prints were released.To capitalise on this growing
market, Paramount Films has tied up with Viacom 18 Motion Pictures to increase its footprint in India. As part of the
alliance, the studio will use Viacom 18’s marketing muscle for movies promotions and also leverage the company’s
media assets like MTV, VH1 and internet platforms.For the Transformers series, which will be released on July 1,
Viacom 18 has chalked out its marketing strategies keeping in mind the Indian sensibilities. “For the movie, we will not
only have several brand tie-ups but also customise it to the Indian mindset as the underlying theme of the movie is
victory of good over evil,”said Vikram Malhotra , COO Viacom 18 Motion Pictures.According to information received by
Cinemax, Hollywood’s share of Domestic box office collections is expected to grow by 20-25 per cent this year from 14
per cent in 2010.“Hollywood, which had a mere three to five per cent market share a few years ago, has now realised
the potential of the Indian market. The market is growing 25 per cent year-on-year. While this was, so far, a metrocentric phenomenon, the dubbed versions have also fetched good Box Office collections,” said Timmy S Kandhari,
leader, entertainment & media practice, PricewaterhouseCoopers.
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FILM FOCUS - Bollywood production houses target youth to script success
Source: HT Mint, Date: May 27, 2011
The success of recent movies aimed at the youth market reflects the targeted way in which Bollywood production
houses are catering to a sizeable demographic with an attitude of its own and wallets to match. Ashish Patil, business
and creative head of Y-Films, a brand new division started by Yash Raj Films Pvt. Ltd, is busy listening to scripts and
narra- tions that will evolve as films specifically for audiences in the 15-24 age group. For the record, Y-Films rolled out
its first product, Luv Ka The End, last month. Made at a bud- get of `5 crore, it has already collected `5.5 crore at the
box office. “The ancillary revenue streams, including cable and satellite rights, home video, dig- ital and in-film
(branding) will be on top of this,“ said Patil.According to him, with 600 million people under 35, there's a pressing need
to make focused content for this segment.“There's business opportunity because we make the films on much tighter
budgets with fresh talent. The ability to recover money is much faster,“ said Pa- til.So, while the original plan was to
have one film releasing this year, Y-Films will now have three in the first financial year.ALT Entertainment, a division of
Balaji Motion Pictures Ltd, has focused on the youth genre with films such as Love, Sex aur Dhokha in 2010 and the
just- released Ragini MMS. Three more movies from ALT Enter- tainment are planned for release in the next 12-15
months. Then there's Tipping Point Films, which was created barely three months ago as the “youth film division“ of
Viacom18 Motion Pictures, a division of Viacom18 Media Pvt. Ltd, earlier known as Studio18. The segment is largely
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18-24 years, but the industry players say that the spill-over secondary audience is as young as 12 years.In the coming
months, films such as Always Kabhi Kabhi, Kucch Luv Jaisaa, Love Express, Mujhse Fraaandship Karoge, Shaitan and
Desi Boyz will be re- leased to cater to this youth seg- ment.Typically, these are films made on a budget of`2-5 crore,
sometimes even less.Production houses like the re- turn on investment, since the money they put in is relatively low and
there's invariably healthy viewership for the films given the audience segment that they target, said Farokh Balsara,
media practice head at consul- tant Ernst and Young Pvt. Ltd.Young viewers make up 70% of the film-going audience,
said Vikram Malhotra, chief operat- ing officer of Viacom18 Motion Pictures.
“For any Hindi film, the age group of 18-30 contributes and accounts for over 50% of the box office collections,“ said
Mal- hotra. A young population with rising disposable incomes and a flair to consume quality content in films is the
reason why pro- duction houses are now experimenting with films to specifical- ly cater to this segment.While being an
“attractive tar- get audience group“, it is also an extremely fickle-minded group, Malhotra said.Not surprising then that
Tip- ping Point Films engages in re- search before releasing its films.In Malhotra's view, while the segment is willing to
accept newer faces and fresher con- cepts, everything has to be stra- tegically planned. For Shaitan, a horror film,
Tipping Point made sure it tested the concept to see if it appealed to the youth with focus groups.Viacom18 Motion
Pictures' recent film, Pyaar ka Punchna- ma, a story about three young couples and dealing with rela- tionships, was
made on a bud- get of `4.5 crore. The film released in 700 screens across In- dia and made about `4 crore in the first
four days.While production companies milk the business potential of the youth film genre, it's also emerging as a great
tool for brand integration. According to Navin Shah, managing director, Entertainment Marketing Communications
Worldwide Pvt. Ltd, the genre is a welcome addition from a marketeer's per- spective because there's a much higher
and clearer connect with the target audience unlike big- ger budget films. He estimates that about 5% of the 250
releases that the Hindi film industry pro- duces on average every year are catering to this audience. This will grow to
15% in the next two years according to him. More- over, in the next 24 months, 25% of the `200 crore branded entertainment industry in Bollywood will be reserved for youth films.Currently, it constitutes just 10% of the total branded
entertain- ment industry.Not everyone thinks that films in the youth genre are doing jus- tice to the target
audience.“There's been this trend of stereotyping American culture and high-school musicals from the West and fitting it
in Hindi films. Films need to come or- ganically from a story and not from targeting the audience first and then creating
stories and scripts,“ said Siddharth Roy Ka- pur, chief executive of UTV Mo- tion Pictures, a unit of UTV Soft- ware
Communications Ltd.He points to Delhi Belly, which will be released in July as a co-production with Aamir Khan
Productions Pvt. Ltd, as an example of this approach.
The core audience of the film is the 18-24 age group, he said.
***************************
Ambani to fund film production firm
Source: Financial Chronicle, Date: May 26, 2011
Anil Ambani’s Reliance Entertainment will back a new independent film finance and production company, still unnamed,
started by former Universal Pictures co-chairman David Linde. This is yet another Hollywood studio deal by Ambani
junior’s Reliance after its high-profile funding of Steven Spielberg’s newly independent DreamWorks Studios after
DreamWorks split from its parent company Paramount Pictures in 2009.Reliance Entertainment has also partnered with
several other production houses in the US, run by Hollywood stars, such as Tom Hanks, George Clooney and Brad
Pitt.An official release from Linde on Wednesday said the new company is a “platform for film production and financing”.
“Reliance Entertainment is providing the capital to finance the yet unnamed new venture. Working from a global
distribution structure combining studio and independent distribution, the company will both produce and finance projects
creating a clear ‘brand’ of films designed for the worldwide marketplace,” Linde said in the statement.According to the
announcement, Reliance Entertainment will handle distribution of the films in India. However, details of the deal like how
much capital Reliance Entertainment will invest in the venture and what the ownership stake is are unclear.Reliance
Entertainment’s Amitabh Jhunjhunwala will join the board of the new company.“Our company is designed in response to
a changing world. We have the opportunity to tap into the global industry’s desire for films, while at the same time build
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a business that offers opportunities to our creative partners by harnessing both traditional means of distribution, as well
as new technologies, platforms and markets,” Linde is quoted in the statement. “Reliance has already proven itself a
great partner and we look forward to working with them as we enter this new world.”Joining Linde as senior
management staff will be Tory Metzger as president of production and Adam Rymer as the company’s chief operating
officer.
***************************
Major Brands-Promod JV plans 40 stores in five years
Source: HT Mint, Date: May 26, 2011
Major Brands (India) Pvt. Ltd, the local franchisee for fashion apparel and accessories brands such as Mango, Aldo,
Charles & Keith and Nine West, will form a joint venture with French womenswear retailer Promod.This changes the
existing franchise agreement between the two. Both firms will raise their investment in the brand locally, said Kamal
Kotak, country head, Major Brands. Promod will hold a 51% stake in the venture and Major Brands the rest.India has
nine Promod stores, and contributes less than 3% of the brand’s global revenue. The venture will set up 40 stores in the
five years, with contributions from the region expected to account for 15-20% of Promod’s global revenue, Kotak
said.The venture will also explore opportunities to raise sourcing from India for Promod’s global operations of more than
900 stores. It may also consider price cuts in India.In the past, brands such as Marks & Spencer and Ermenegildo
Zegna have changed from franchisee operations to joint venture partnerships. Both the brands have tied up with
Reliance Retail Ltd. Marks and Spencer, which entered India in 2001, also cut prices by around 30% and started
sourcing from the country when it formed its venture with Reliance Retail in 2008.In the past three-four years, the
business model has changed for such businesses, said Devangshu Dutta, chief executive officer, Third Eyesight, a
consulting firm focused on the retail and consumer products sector.“Earlier in the 1990s, the preferred route to enter
India was (being a) licensee as import duties were high,” he said. “Then, in the last decade, it changed to franchise, and
in the last three-four years, it’s a joint venture as India becomes a strategic market for global marketers.”Major Brands
has 80 stores and a portfolio of 10 brands across women’s fashion, footwear, accessories and kids apparel, Kotak
said.“By 2015, the company plans to have 500 stores and revenue of Rs.1,000 crore,” he said. For fiscal 2011, the
firm’s revenue grew 40% to Rs.200 crore. Kotak declined to give details on profit made by the privately held firm.“Over
the next 12 to 18 months, we will add four-five new brands to our portfolio,” said Kotak, who is in talks with some 10
European and US brands that are looking at an India presence. He didn’t name any of them.Major Brands launched its
apparel brand Queue Up late last year. It will launch kidswear brand JFK later this year. On average, the investment for
a 1,500 sq.ft store is Rs.80 lakh to Rs.1 crore.
“In next 12 months, we will invest Rs.50 crore for expansion,” said Kotak. The capex will come from promoters’ equity
and bank debt.Earlier in the year, Spanish brand Mango appointed DLF Ltd as another franchisee as it sees opportunity
for growth. Mango, which contributes close to 25% of Major Brands’ revenue in India, has tripled the number of stores
and turnover in the past five years. “We believe that India will be within our top 10 countries in terms of turnover in
2015,” Daniel Lopez, managing partner and deputy general manager of Mango, said in an email. Globally, Mango has
1,400 stores and a revenue of €1.27 billion.Deals India, published jointly by Mint, Dow Jones Newswires and The Wall
Street Journal, is a one stop destination for investment professionals following deal flow, deals news, private equity and
venture-capital activity in India.
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Strict regulation of multi-level marketing likely
Source: The Financial Express; Date: May 28, 2011
The dubious business model of multi-level marketing (MLM) companies, where sales agents recruit customers to join
their distribution army, has come under the government’s scanner. Concerned over the potential of pyramid and money
circulation schemes run under such flawed model to collapse sooner or later, the government is planning to bring them
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under stringent regulations on the lines of similar rules in the US, EU and Singapore. The move could impact firms such
as Amway, Tupperware and Oriflame. According to sources, the consumer affairs ministry has asked the Central
Bureau of Investigation (CBI) to look into the operations of MLM companies. In parallel, the income-tax department
would ask these companies to reveal the source of funding of various schemes run by them, suspecting involvement of
black money. “We have received many complaints about the functioning of multi-level marketing companies. It is felt
that there is a need to bring them under strict regulations .Many investors are also duped by the Ponzi schemes run by
these firms,” an official source told FE, on condition of anonymity. In a Ponzi scheme, returns are paid to separate
investors not from any actual profit earned by the company but from the money paid by subsequent investors. Direct
selling is the system where companies engage private citizens on a contractual basis to sell their products and services.
These persons enjoy freedom to set their schedule and retail price and profit from the difference between the wholesale
and retail prices and bonus linked to sales volume paid by the company. But in some cases which is what MLM is sales
agents are offered extra gains if they recruit customers to become sales agents. This model is considered
unsustainable and hence the need for regulatory oversight. The recent case of Speak Asia, an online survey company,
which collected sums runninginto crores of rupees from users by promising huge payments for filling surveys, has also
come as an an eye-opener for the government. Bank accounts of its agents have been frozen. “We suspect the
incidence of many such cases and we are looking into it,” an income tax department official said. Analysts feel that what
is needed is to ensure proper regulation of MLMs so that they don’t degenerate into unsustainable Ponzi schemes. Said
India Direct Selling Association secretary general Chavi Hemanth: “The sector needs regulation. Over the last few
years, we are in discussions with the government to bring the industry under some sorts of (regulatory) framework.
There is no official definition of direct selling in the country.”The CBI has been roped in by the consumer affairs ministry
as its findings could be key to framing new regulations. The ministry has asked the apex investigative agency to present
its findings in the form of a report so that action on new legislation could be initiated immediately.
There is no comprehensive Act to deal with direct selling in India unlike in countries like Malaysia which have effective
mechanisms to deal with this industry. In India, there are several regulatory bodies governing this sector, which needs
to streamlined. According to an ICRIER study, the Prize Chits and Money Circulation Scheme (Banning) Act, 1978,
which is sometimes cited for regulating this sector, is not applicable to direct selling and is outdated.“Catching illegal
marketing activities under this Act is difficult. And the CBI is expected to go into the depth of current regulations that
have given a free hand to operations of these companies without proper checks,” said another government official privy
to the development.The I-T department has heightened its vigil as well, keeping a close eye on the sources of funding
and illegal wealth generated. The move is line with the department's drive to curb the flow of black money. According to
an official, ponzi scheme is a new area which the income tax department is tracking closely. Many such schemes are
under the department's scanner.The ICRIER study has endorsed the need for a comprehensive Act focusing on
banning fraudulent practices such as pyramid schemes. “The Act should have a clear definition of pyramid and other
money circulation schemes and draw a distinction between fraudulent schemes and legitimate multi-level marketing
(including direct selling),” the study said.There are more than 100 companies operating in the country under the multilevel marketing format, most of which have questionable operations. The concern is also that under the format, while
customers are promised huge returns on their investment by participating in a marketing chain, the benefits flows only
to a very minuscule percentage of participants. Others just lose money
*********************************
FMCG players cut back ad spends as input costs hurt
Source: Business Line; Date: May 29, 2011
Boxed into a corner by rising input costs, fast-moving consumer goods (FMCG) companies have begun to trim the one
item of expense over which they have some control – their spends on advertising and promotion. Listed FMCG
companies set aside just 12 per cent of their sales towards advertising and promotional expenses in the January-March
2011 quarter, which is a good two percentage points lower than the ad budget from the 14 per cent in the nine months
to December 2010.
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LOWER SPLURGE Six leading listed FMCG companies spent Rs 1,043 crore on advertising in the latest March
quarter, a sum that barely changed from a year ago. That is a marked shift from the splurging on advertisements seen
in the nine months to December 2010, where such spends shot up by 21 per cent. Take the consumer goods behemoth
Hindustan Unilever (HUL), which not only dwarfs other advertisers but also has been one of the most aggressive
spenders on advertising in the past two years. The company spent Rs 623 crore towards advertising and promotions in
the recent March quarter, actually economising on last year's figure of Rs 627 crore for the same quarter.
SELECTIVE PRUNING The proportion of sales that the company set aside towards ad spend plummeted from nearly
15 per cent of sales in the first nine months of 2010-11 to 12.7 per cent in this quarter. This move allowed its operating
profits to grow by 8 per cent, even as raw material costs zoomed 20 per cent year on year. With the biggest spender of
them all taking a breather, HUL's smaller rivals in the FMCG space too have opted to moderate their advertising
expenses in the March quarter. The advertising expenses for Dabur India dropped from 13.7 per cent of sales in the first
nine months of the year to 11.5 per cent in the March quarter. Personal products maker Marico, malted drinks maker
GlaxoSmithKline Consumer and Emami too saw a drop in the proportion of their sales that they set aside towards ad
spends. Companies generally cut back on advertising in categories that saw higher cost pressures. Some players
deferred new product launches in the light of the inflationary scenario. Explaining where exactly HUL effected those
cuts, Mr Nitin Paranjpe, HUL's CEO, said in the company's earnings conference call: “We have seen a reduction in the
intensity of spends both in soaps and detergents and in beverages wherein the commodity cost pressures have been
the highest. And we have calibrated our spends appropriately to ensure that we remain competitive in the new scenario
that we find ourselves in.” The company is also taking a more thorough look at the effectiveness of its advertising
spends. bEconomising on ad spends has helped companies report some profit growth this quarter, even as costs of raw
materials from palm oil, to detergent chemicals, to plastic packaging, soared. Though FMCG players did make price
increases on their products, they were not enough to cover the higher costs.
ABERRATION? However, players such as Dabur and Marico feel that competition being what it is, they will have to get
back to higher spending once inflation normalises. Mr Sunil Duggal, CEO of Dabur, said, “We are pretty committed to
keeping advertising and promotion spends in the 13 to 15 per cent (of sales) band. So, what you saw on the fourth
quarter was a little bit of an aberration. “We believe (13-15 per cent) is the baseline level which we need to protect our
brand and to launch a reasonably high number of new products.” Trends in advertising spends of FMCG companies
have direct revenue implications for media companies. FMCG companies have the highest ad spends to sales ratio
among consumer companies. According to the FICCI-KPMG Media and Entertainment Report 2011, FMCG companies
account for over 40 per cent of the ad volumes on television and less than 5 per cent of the volumes in print media
****************************
ZoOm introduces, One Minute News for Bollywood lovers
Source: Audiencematters.com; Date: May 31, 2011
In an era where good things come in small packages, zoOm brings to you the best of Bollywood on-goings in it’s ‘One
minute news’ capsule. The ultimate Bollywood destination zoOm, answers the prayers of Bollywood buffs who want to
catch up on news as it happens by introducing the “One Minute News” with the most recent dose of news and paparazzi
direct from the land of Bollywood. “One Minute News addresses the consumer need of getting the latest update on
what’s happening in Bollywood, in quick time. With this newest addition, zoOm India’s # 1 Bollywood allows the viewer
to get a quick grab of entertainment without investing too much time,” said Mr. Avinash Kaul, CEO of zoOm. Starting
today, all it will take is one minute is to catch up on the latest Bollywood trends, news and scoops on zoOm. Whether
it’s the latest happenings in Star lives, an album release, even the latest argument in Bollywood, your daily dose of
entertainment is just a minute away with zoOm`s “One Minute News”. Tune in to India’s No.1 Bollywood channel,
zoOm every morning to get your dedicated 1 minute news on the latest happenings in Bollywood!
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Sony to spend Rs 80 mn for marketing X Factor
Source: Radioandmusic.com; Date: May 29, 2011
Sony Entertainment Television (SET) will be spending Rs 70-80 million in promoting its biggest upcoming reality show X
Factor India, the Indian version of X Factor.The channel is driving all its energies behind promoting the show with ATL
and BTL activities. Apart from normal TV, radio, out-of-home spots, every major publication will have innovative advert
of the show on 29 May. The channel has also installed huge properties promoting the show at some strategic locations
in Mumbai and Delhi.X Factor will be launched on 29 June at 9 pm. Initially, it will air audition rounds everyday (Sunday
to Saturday) for a week, while the main competition with the final 12 finalists will start from 10 June, every Friday and
Saturday at 9 pm.Sony has also roped in Onida LED TV as the title sponsor for the show while it is powered by Lava
M30 mobile. Associate sponsors who have signed already are Tata Manza, Tata Docomo and AquaGuard.About the
show, MSM India CEO Manjit Singh said, "Set is our spearheaded channel in India and has always been at the helm of
introducing globally popular big format shows in India. The X Factor an international runaway hit show, I am sure is the
next big thing from Sony."X Factor, a format created and owned by celebrity judge Simon Cowell, is being touted as the
biggest reality show on Indian television by the channel.Set Sr. EVP and business head Sneha Rajani said, "X Factor is
all about extraordinary talent and extraordinary scale. We expect X Factor to strengthen the weekend programming
band for Sony with its spectacular line up of talents, iconic judges, never seen before set and production design."The
channel has roped in in Sonu Nigam, Shreya Ghoshal and Sanjay Leela Bhansali to groom and judge the contestants
whereas Aditya Narayan is the host of the show.The show is being produced by Freemantle India.
*******************************
A change from Traditional marketing!
Source: Audiencematters.com; Date: May 30, 2011
The way marketers reach their target consumers has changed. Marketers today are not only approaching their target
with traditional marketing strategies but they are also aggressively into modern marketing. Traditional marketing for sure
has helped brands to survive but now, with increasing competition, success is what matters! Traditional marketing along
with modern can not only help the brand in surviving but also thriving.Traditional marketing depends only four
dimensions of marketing which are, Product, Price, Place, Promotion whereas modern marketing is much more than
that and involves things like, PR, Space, timing of launch etc. Traditional marketing’s focus is unidirectional whereas
that of modern marketing involves marketing, sales, technology etc. It means using day old methods for promotions like
signboards or hoardings on street side etc. but with the change in technology, SMS marketing, email marketing , blog
marketing, social marketing and all sorts of communication media has taken the place with traditional methods and they
are more effective because what we watch and hear (like video) remain for most time in our memory and that is what a
company needs while advertising about a product or company. Talking about the advantage of Modern marketing,
Sudha Natrajan, President and Chief Operating Officer, Lintas media group says, “Modernization is occurring all around
us, brands that stay ahead of the evolution curve get to benefit greatly from it. It helps them get a first mover advantage
and bond with their emerging target consumers in a better manner. Impulse purchase of various products has increased
substantially with modern marketing. It is so often experienced that one ends up buying several products that one really
doesn’t need, when the shopping experience is changed”. In conversation with Sanjeev Gupta, MD, Global advertisers,
he says, “I believe that rapid expansion of digital communication channels, growth of experiential marketing, all have
helped to bring us far closer to the consumer than ever before. TV, Radio, Print are pioneer advertising methods to
reach mass consumer but as we have entered in 21st century, technology has grown manifolds. Indian Consumers are
now aware about the product and they know other options as well. So I believe the winner is one who walks with time”.
The Traditional marketing has a manufacturer, whole lot of middleman including traditional advertising and customers.
Modern marketing has a manufacturer and customers without which no business will function. But the middleman,
advertisements and monitoring of demand and supply has undergone lots of changes. Big malls are directly supplying
goods from manufacturers to consumers doing away with middlemen. MLMs and Direct Marketing have totally
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eliminated the middlemen and passing 60% of middlemen revenue to consumers who put some effort by way of word of
mouth publicity. Modern communication tools are doing their bit of advertising and monitoring. End consumers get
convenience. Talking about the gradual shift from traditional marketing to modern marketing, Vistasp Hodiwala Vice
President and Senior Creative Director, JWT, Mumbai says, “Marketing has to keep pace not just with the evolution of
the consumer but even with the evolution of the very marketplace; if distribution itself has undergone a sea change over
the past decade, marketing cannot afford to be stuck in old formulas”. Adding about how does it help companies, Gupta
explains, “All conceivable physical areas from live music venues to sporting arenas, retail stores and shopping centers,
music festivals, food and fun fairs, transport networks, restaurants, libraries, gyms, cinemas and even public spaces are
all now territories where modern way of marketing coming out quite effectively . I think brands have got immense
opportunity to understand consumer behavior. The digital world has continued to rapidly evolve in terms of brand
communications through Google, Facebook, Twitter and YouTube, so there has been an increasing attention to live
consumer engagements in the physical space, with emotional connection through experience. Those brands quickest to
change their approach to consumer communications and to focus on both the traditional and modern marketing trends
are not only surviving, but also really thriving”. On the same, Hodiwala states, “Yesterday was all about the
neighborhood kirana store. We bought only what was absolutely required and did not shy away from making 5 trips to
the same store to buy the same things in a month. Today, the buying pattern constitutes buying in bulk for a month from
a Hypermarket store. In fact you may not even start out to buy that particular item unless of course something about it
catches your fancy; say with the way it is displayed or packaged. The decision happens on the spur of the moment. So
if your brand is conspicuous by its absence and is not marketed in a way where it can grab eyeballs, it’s as good as
dead. So, in essence, Survival and Success have never been so closely interlinked in the life of a brand as it is now”.
Gupta signs off with, “On an average, single consumer comes across around three thousand brands per day. Marketer
needs to give exposure to the brand in digital, social and traditional mediums, to create a right Media Mix which
penetrates consumer mind, increases the ‘Brand Recall Value’ and motivates him to buy the product .I think this type of
approach, along with a desire to innovate, will help shift us into the new marketing paradigm where so much more is
possible in far less time. That is a marketing future that I hope we all would like to be a part of”.
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These are some much needed Advertising Tactics!!
Source: Audiencematters.com; Date: May 30, 2011
Using shadows in advertisements is a common thing but, making a mark in the brains of consumers in important. The
execution of this Shadow should be done properly and with a lot of creativity in order to attract consumers to a brand.
The recent advertisement of Coca Cola has created a lot of buzz around the brand due to its revitalised usage of
Shadow in advertisement.The advertisement was a part of the global 'Open Happiness' campaign in India, this is the
first ever campaign in the history of Coca-Cola India, which was first released on mobile phones and online media and
is now being released on television. The campaign has already been downloaded and previewed by over 300,000
consumers and already has over 90,000 referrals online. The latest communication is targeted at the youth and
reinforces the need to connect with other human beings in this lonely world. Commenting on the whole idea of using
shadows in advertising Vistasp Hodiwala, Vice President and Senior Creative Director, JWT Mumbai states, “We are
always looking for fresher and more innovative ways of telling our stories and this is an example of that; nothing more,
nothing less. Shadow in advertising is merely an interesting execution technique that a couple of recent commercials
have employed. It cannot be termed as a trend or a school of thought; so it's unlikely to be termed as such. It's like
Kinetic Typography films (the recent Godrej AC TVC); that's too just an advertising technique.” Whereas Harish Bijoor,
Brand Expert and CEO, Harish Bijoor Consults Inc feels that this is just a buzz created for brands. He further continues,
“In advertising everything is an opportunity. Shadow advertising is the new buzz. This will get e exploited as well till the
consumer as well as marketers are bored.” Anand Singh, Director-Marketing, Coca-Cola India, "Brand Coca-Cola has
established a strong connect with the youth and we owe this to the consistent communication with the target audience
over the years. Open Happiness campaign brings forward the thought of enjoying a bottle of Coca-Cola while taking a
pause from the daily routine to connect with others.” He further adds, “Through the 'Shadow' Campaign, we aim to
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May 2011
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further create a strong emotional connect with today's youth by highlighting the need to connect with the people around
us in our busy cosmopolitan life. I am sure that this campaign will remind people that Coca-Cola is always there to offer
that little moment of fun and refreshment when one needs it." Talking about the consumer’s response to such
advertisements Hodiwala states, “If they like it, they respond well, if they don't, it goes off like a ship in the night. Even if
two commercials employ the same technique, there is no guarantee that people will respond well to both.” So this
execution strategy is believed to grow more and more, it’s time for brands to fit this execution strategy in their products
promotions...
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The Night to DISCOVER YOUNG TALENT
Source: Audiencematters.com; Date: May 30, 2011
Portfolio Night, the night for every aspiring advertiser, the night to meet your inspirations in the most creative and
challenging filed Advertising. Portfolio Night 9 was open to Young creative professionals from advertising agencies and
also senior students of art colleges. Participants had to register on the Portfolio Night website for a registration fee of
US$35/- directly to ihaveanidea. This year saw in total 27 creative directors from India mentoring aspiring creatives. The
senior creative directors that were present at the evening included Piyush Pandey, Abhijit Avasthi, Rajiv Rao, Sumanto
Chattopadhyay, Zenobia Pithawalla, Ajay Gahlaut, Anup Chitnis, Sagar Mahabaleshwarkar, Agnello Dias, Santosh
Padhi, Ashish Khazanchi, V Sunil, Sajan Raj Kurup, Vikram Gaikwad, K V Sridhar, Amit Akali, Malvika Mehra, Arun
Iyer, Amer Jaleel, Satbir Singh, Raghu Bhat, Ashish Chakravarty, KS Chakravathy, Manish Bhatt, Ramanuj Shastri,
Rensil D'silva and Prasoon Pandey. Commenting about the benefit of these events Manish Bhatt Founder Director at
Scarecrow Communications Ltd says, “I think it is a fantastic platform of interaction between the talent and the industry
top people. I also believe this will benefit to the talent and advertising agencies directly. This is a peoples industry and
these kinds of events help.” On the same Abhijit Awasthi, Executive Creative Director at Ogilvy & Mather says, “This is
the chance to come and sit in front of all the top creative directors and showcase your work and ask their opinion. So i
don’t think youngsters can get a better platform than this to meet the people who are their real inspirations. From our
side as industries, we are always looking for fresh talent so, it’s a good chance for us to come across so many students
and know them. Last year from the same portfolio night we hired 6 people and they have done a good job.” An
exclusive message from Abhijit Awasthi for the aspiring advertisers says, “I would only say that listen to the creative
directors, whatever harsh words they have told you just remember that there is a lot of experience behind it.”
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Standards council finds 34 ads misleading
Source: The Hindu Business Line, Date: May 31 , 2011
The Advertising Standards Council of India (ASCI) has found 34 advertisements, including those of several leading
brands, misleading for various reasons.TVS Motor Co, L'Oreal, Procter and Gamble and Hyundai are in the list,
according to a press release from ASCI.ITC's Vivel television commercial's projection of women with dark skin brought it
under the Consumer Complaints Council of ASCI, and was discontinued.
Luggage maker
ASCI also objected to luggage maker American Tourister's usage of the tagline in the advertisement. “The tagline,
‘Survive Istanbul, Survive the World' mars Turkey's reputation as a tourist destination, it said.The complaint against
liquor company Pernod Ricard's Royal Stag advertisement was that it was a surrogate ad for alcohol. The
advertisement has been discontinued.SAB Miller India's Hayward & Hayward 5000 and United Spirits' McDowell's, too,
violated cable television network rules and the ASCI code on surrogate advertising. It too has been withdrawn.The
complaints against HUL, Procter & Gamble, L'Oreal, Dabur, Dish TV, Kent RO Systems and Shree Maruti Herbal
questioned the leadership comparisons or comparative benefits claimed by these brands with similar products. Some of
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these ads were modified while others were taken off air. The complaints regarding TVS Motor ads were related to the
use of stunts in depicting the power or capacity of the advertised vehicle. The ad contravened ASCI guidelines as some
stunts were shown in normal traffic conditions.
Education sector
In the education sector, there were two complaints against T.I.M.E.-MBA-CET 2010 advertisement. The advertiser
substantiated one of the claims while appropriate changes were made with regard to the second complaint.Among the
19 complaints that were not upheld as the claims were substantiated were Artsana India, Cadbury, Reckitt Benckiser,
RR Industries, Tata Sky, Perfetti Van Melle, Akzo Nobel India, Multiscreen media Tata Motors, Pantaloon Retail, Axis
Bank amongst others.Most of these advertisements were aired between November 2010 and February 2011.
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