Group B4-The marketers- Source- Exchange4media.com 21st march,2013

BrandNEW signs up with Kwality Group

New entrants in the agency fraternity, BrandNEW has signed on Kwality Group, which owns a chain of food outlets including flagship brand Kwality (Restaurant and Catering Services), Gaylord, Chopsticks, Bread & More, Angeethi and other allied outlets in India and abroad. The contract inked this week will pave the way for an exclusive and long-term relationship on a 360-degree level in all marketing communication endeavours of the group.

One of BrandNEW’s areas of business focus is start-up ventures. In a market where 90 per cent of start-up brands bite the dust, brand building carries a big responsibility in this area to get it right the first time. Armed with sufficient experience in the area of brand value-building and identity creations, BrandNEW aims to bring in a solid, professional approach to help clients who believe in the value of brands. “Start-ups is also a state of mind,” explained Gupta, adding, “Even old brands have the opportunity to throw away their baggage and start fresh with a new mindset.”

Odonil expands its product bouquet, signs on Samantha Ruth

“Odonil has enjoyed decades of unchallenged leadership as a bathroom freshening product, and is now expanding its presence in the air fragrance market to strengthen its position as a complete air fragrance expert. The brand launch campaign targets the young upscale consumer who understand the importance of fragrance at home, and positions Odonil Gel as a new and premium format for 24x7 fragrances across the home.” The brand proposition is ‘Fragrances that bring alive every corner of your home’. The campaign broke with a TVC built around the premise ‘life khil khil jaye’. The film captures a naughty, romantic interaction between a young couple in an upscale house, sparked off by the fragrance of Odonil Gel. “The brand is moving from bathrooms into our living spaces with premium and contemporary product formats like gels and exotic fragrances. The primary target audience for the brand is female, SEC A, in the age group of 25 to 44 years. Keeping in mind the young and upscale target audience of Odonil Gel, there is a substantial focus on promotion through social media. Odonil Gel has its own interactive website and Facebook page to extend the brand campaign. An interactive contest is also planned to further engage consumers with the brand.

Shobhana Bhartia, Vinita Bali, Ekta Kapoor among 50 Most Influential Women

The second edition of ‘50 Most Influential Women’ in the Indian marketing, advertising and media ecosystems was unveiled by IMPACT magazine at a glitzy, star studded event in Mumbai on March 15, 2013.

The list recognizes women across mediums, who have not only done path-breaking work, but have also helped in redefining the dynamics in their fields.

Shobhana Bhartia, Chairperson and Editorial Director HT Media Group lead the list this year. Ranked second in the list is Vinita Bali, Managing Director, Britannia Industries, followed by Ekta Kapoor, Joint Managing Director, Balaji Telefilms.

Bhartia joined Hindustan Times in 1986 and was the first woman CEO of a national newspaper in India. She looks after the editorial and the financial aspects of the newspaper and is known for upgrading Hindustan Times to a brighter version that appeals to the youth. She has been conferred with a number of awards in the past, such as Global Leader of Tomorrow, Outstanding Business Woman of the Year and National Press India Award.

The other leading ladies among the top 10 include Tanya Dubash, Board of Godrej Group of Companies; Executive Director & President, Marketing, Godrej Group; Gauri Shinde, Ad-Film and Feature Film Director; Prabha Parameswaran, Managing Director, Colgate Palmolive; Barkha Dutt, Managing Editor, NDTV; Mini Menon, Executive Editor, Bloomberg TV; Sangeeta Pendurkar, Managing Director, Kellogg India; and Geetu Verma, Executive Director & Vice President – Innovations, Hindustan Unilever.

Use of mobile technology in outdoors for interactive

Consumers are in a different frame of mind when they are away from their home or office and near the point of sale. Consumers are making buying decisions when they are on the go, and out of home keeps a brand top of mind.

Out of home advertising has the ability to reach a broad audience, but can also be hyperlocal – letting consumers know about businesses in close proximity to an out of home display or products sold in the area.

DDB Stockholm created a lot of noise for McDonalds by bringing interaction on a digital billboard in 2011. The campaign, called ‘Pick N’ Play’, offered users a fun and interactive challenge, where they could play for their favourite McDonalds’ treat.

Using a large interactive billboard, users controlled the game via their mobile phones, enabling interaction with the billboard.

By using geo location the brand could verify that the user was in the game area so that the users didn’t have to download the app in order to participate in the game. Players chose their treats, and if they lasted for more than 30 seconds they won a coupon, earning them free fast food at a nearby McDonalds. This digital coupon was automatically sent to the users’ phones along with instructions on how to claim their McDonalds’ treat at the nearest store.