AMO has its ammunitions stocked, moves ahead with processes and systems
Even with quite a few high profile brands like Mahindra & Mahindra and Nissan in its kitty, AMO Communications has never made much noise about itself, preferring to remain an agency that ‘believes in processes and systems’. Elvis Dias, MD, AMO Communication reveals the agency’s plans, philosophy and outlook on the industry.
AMO Communications, set up in 2000, has been working on clients like Mahindra & Mahindra, Nissan and Godrej Aadhar, to name a few. Speaking about the agency and its philosophy, Elvis Dias, MD, AMO Communications, said, “We are an agency that believes in processes and systems, which is something advertising agencies never do.” According to Dias, advertising was “salesmanship in print, radio, television and any other medium that will be identified from time to time”.
He further said, “AMO Communications was set up with a view of putting together some models in my mind, which I wanted to introduce to the advertising world, which were not practised, not from an external point of view, but from an internal point of view.” He also believed that the agency would create some kind of a difference, not from a quantitative perspective, but from a qualitative perspective.
The agency, which has been credited with launching brands like Nissan and Qantas Airways in India, had also launched Bijlee, India’s first battery-operated three-wheeler, in the country. Talking about the experience in handling such diverse brands, Dias said, “We handle a set of clients which are premium. And, I think, we are probably the only advertising agency to have experience in handling brands in each and every category in the market place.”
Elaborating on the services on offer for various clients, Dias said, “We are doing what hundreds of other ad agencies do, plus in addition to that we are carving a niche for ourselves by providing them services like film editing, sound mixing, etc. Since we ourselves are quite IT savvy, we are very happy providing these services to our clients.”
Revealing that Nissan would be launching their new Sedan in March this year, for which the agency is doing the creatives, Dias also explained about the approach taken for Asia Motor Works’ new truck that was introduced in the Indian market. The company played with the Indian mentality of topping up on everything with a message of ‘Always carry more’ for the truck which had more tonnage space than any other truck in the market.
In the retail sector, for the urban markets we have the electronics chain Next and for the rural market, there is Godrej Aadhar that sells everything under the roof. In an image building campaign for Aadhar, the agency had put in a social message of not using fertilisers and instead use processes like vermiculture, and so on.
“I think in the next 3-4 years, we will be the only agency to have our legs well-entrenched in both the urban and rural sectors so well that we will know how to promote urban products in rural areas and vice versa,” Dias asserted.
“We are already a Rs 80-100 crore agency now and we aim to take it to around Rs 300 crore by the year 2010. We also believe that we have already identified the emerging category and we are working towards that for establishing ourselves before anyone else,” he further said.
The agency is reportedly pioneering a model for measuring and tracking advertising value in a campaign. Dias felt that brand managers should go beyond sales figures and work on building brand values. He said, “I still feel that nowadays consumers are looking through re-branding and re-imaging, and brands have to work on improving the product or service.”
Sharing his thoughts on the new and emerging mediums, Dias said, “They are playing an important role, a niche but qualitative role.”
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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