A Comms executes Standard Chartered Marathon campaign
Tuesday,
Jan 22, 2013
- · A Comms executed the Standard Chartered Mumbai Marathon campaign across coffee shops – Café Coffee Day and Barista – and multiplexes – INOX and PVR – targeting youth and asking Mumbaikars their reason to run.
- · The message was communicated through tent cards at all the tables in the coffee shops, every cup being tagged and saucer rings placed on every saucer.
- · To amplify the entire campaign, 60-second commercials were played at the multiplexes.
- · The campaign was executed across more than 30 locations in Mumbai.
- · The Standard Chartered Mumbai Marathon took place on January 20, 2013.
Source: Exchange4media.com
Berger Paints repositions Weathercoat All Guard;
launches new TVC
Saturday,
Jan 19, 2013
- · Berger Paints has launched its new ad campaign for its exterior paint brand Weathercoat All Guard with the tagline “Reverse the effect of Rain”.
- · The philosophy behind this new campaign is to break the clutter of the truly durable exterior paint category and position Weathercoat All Guard as essentially a Silicon-based water resistant paint which has inherent ability to repel water and thereby, prevent the building from dampness, paint film swelling/ flaking and fungus/ algae attacks.
- · The idea here revolves around the central theme of ‘Ulat Palat’, and shows the protected exterior walls of a house repelling the rain water.
- · The TV campaign will be supported by an integrated marketing campaign with a 360-degree approach.
- · Brand propagation will be done through electronic media (national and regional) and reinforced at the ground level by outdoors.
- · The commercial will also be aired at ‘neo conventional’ medium like radio and ‘non conventional’ medium like the Internet.
- · It includes product demonstrations and consumer allurements.
- · The new advertisement captures this idea with an interesting and innovative proposition of ‘Reverse the effect of rain’ or ‘Palat do Baarish ka Asar’.”
SOURCE: Pitch
January 24, 2013
·
Hoping
to capture the premium water purifier segment, HUL has launched a UV-powered
variant of its water purifier brand, Pureit.
·
With
a storage capacity of four litres, Pureit Marvella UV, is priced at a price
of Rs. 7,990.
·
Till
now, Pureit was being targeted at the mass market, with its Pureit Intella and
Pureit Classic variants. It also has a RO variant.
·
According
to an HUL official release, the UV-powered variant was launched keeping in mind
households that prefer UV water purifiers. Much of the existing UV-powered
water purifiers in the market, have no storage capacity.
·
HUL
has taken its “first step into the premium UV water purifier segment,” with a
guarantee of “unparalleled set of features coupled with a beautiful design,
which will instantly appeal to consumers who not only want safe drinking water
but also a purifier that goes a step further as an aesthetically appealing
device that they can proudly display in their kitchen.”
·
In
the UV water purifier segment, Pureit would be competing with brands from
Panasonic, Eureka Forbes, Kent and Godrej. Philips that had entered the
UV-segment around 2005-06, doesn’t sell it any more.
·
According
to ASSOCHAM, the water purifier market is estimated to be
worth Rs. 4,000 crore and is likely to grow to Rs. 7,000 crore
by 2015.
Source: Pitch
3Net channel service brings 3D content to Comcast Xfinity TV
Thursday, Jan 24, 2013
3Net, the joint
venture 24x7 3D network from Sony, Discovery and IMAX, will bring its brand of
original 3D entertainment to Xfinity TV from Comcast.
Beginning January
28, 2013, Xfinity TV customers eligible to receive 3D services will have access
to three hours of television available at least five days per week, including
award-winning original 3D television series and specials in a wide variety of
genres. In addition, select 3Net programmes will also be available for these
customers on Xfinity On Demand in the near future.
“With 3D
televisions already in nearly 25 million US households – and industry
predictions of dramatic in-home 3D growth in 2013 – today’s announcement
further solidifies our ongoing commitment to meeting the ever-growing consumer
appetite for high-quality, original 3D television content,” said Tom Cosgrove,
President & CEO, 3Net.
The 3Net channel
content sampler will premiere on Xfinity 3D on January 28. New content from the
3Net channel service will premiere on Xfinity 3D each Monday at 7PM, with
exclusive themed weeks premiering from February 11 onward.
Source - Pitch
About 8% of money spent on TV is going to mobile
Thursday, Jan 25, 2013
The meteoric rise in
the number of people consuming content on various digital platforms and rapid
technological advancement has made digital an integral component of the
marketing blueprint of companies. And much of it is being fuelled by the
proliferation of mobile.
According to Sameer Agarwal, Director,
Marketing, Rocketalk, the year 2012 saw ‘every brand becoming obsessed about
owning, creating and maintaining a mobile app’.
Many marketers, according to him, have moved
directly from television to mobile. “Among larger brands, approximately eight
per cent of the money spent on television is going to mobile.”
For a lot of time, display and search
continued to dominate the digital ad pie. Slowly, the emergence of social media
altered this equation. And a major contributor to these changes has been the
proliferation of mobile.
For Sandeep Amar, Former Vice President
& Head- Marketing and Audience, Indiatimes, while display started to lose
its sheen in 2012, 2013 will see social and ORM gaining more importance.
“In the last two quarters of last year
brands started moving from basic display to measurable engagement. And going
forward, the trend will move from campaign driven engagement to larger
engagement,” added Agarwal.
From a scenario where news websites were
struggling to drive interactivity and conversation on their websites, Rashmi
Chugh, Business Head & Publisher, Hindustantimes.com, Livemint.com &
Livehindustan.com spoke of how 2012 became a year which saw a change in the
response mechanism from online consumers.
Source:
Exchange4media.com
Femina launches first ever crowd-sourced issue
Tuesday, Jan 22,
2013
Women’s English magazine Femina has
invited its readers from across the country to contribute with features and
articles for the April 2013 issue. The new issue, called ‘Made By You’, is a 100
per cent crowd-sourced issue that aims to mobilize readers from across the
nation.
Femina’s ‘Made By You’ issue will
unlock the power of social media to reach over 5 million women, encouraging
them to channel their writing skills. Femina has partnered with FoxyMoron to
amplify the “call-to-action” and has introduced multiple engagement platforms
for its readers. Aspiring writers can either use Twitter, Facebook or Pinterest
to share their editorial ideas. Specifically on Facebook, potential writers can
get an update on commissioned stories and the overall editorial plan.
Participants from anywhere in the country can also connect with Femina’s
editorial team through Google Hangouts, or Skype for detailed conversations.
Commenting on the Femina ‘Made By You’
issue, Tarun Rai, CEO, Worldwide Media said, “A crowd-sourced issue, at the
scale we have visualised it, is unprecedented.”
Harshil Karia, Online Strategist at
FoxyMoron, added here, “Going through over 500 entries daily to zero-in on
relevant and interesting content for the magazine is both fun and
over-whelming. Femina’s assets on Internet and mobile really enable us to reach
out to millions of potential writers from around the country and the world.”
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