From empty to full – O&M in Seagram’s ‘Fuel’ all the way
The advertising fraternity is often speaking of the need for agencies to partner with clients in a manner where the best can be achieved for the advertiser’s business. Seagram has extended its partnership with O&M to the level that right from the inception of its brand, Fuel, the agency has been involved with the client.
The advertising fraternity is often speaking of the need for agencies to partner with clients in a manner where the best can be achieved for the advertiser’s business. Seagram has extended its partnership with O&M to the level that right from the inception of its brand, Fuel, the agency has been involved with the client – from the naming, to the bottle’s appearance to the final communication.
O&M is the single agency across brands for Seagram. The partnership with the new vodka brand ‘Fuel’ is, however, of a different kind. Seagram’s GM, Marketing, Bikram Basu informed, “We work closely with Ogilvy across brands and they are surely involved with brand building and communication on a continuous basis, but in the case of ‘Seagram's Fuel’, Ogilvy was involved from scratch, including brand name selection, once the opportunity gap was identified.”
Giving a reason why Seagram decided to involve O&M for Fuel in this manner, he said, “Integrating them from a nascent stage made sense as they have a close understanding of our brands and our approach. Also, every time we sat down to identify a ‘target’ for the brand, invariably most names that kept propping up were from Ogilvy.”
Elaborating further on the involvement of the agency with ‘Fuel’, O&M’s Titus Upputuru said, “The brief was simple – we had to have new vodka that stood out anywhere – shops, bars and spoke directly to the upmarket youth and associated with their culture.”
The idea then was to capitalise on the energy factor for the youth TG today using the avenues of clubbing, partying and music primarily in the communication. “This TG is particularly charged all the time, not willing to waste even a second of the day or night. The name ‘Fuel’ was bang on and subsequently, the bottle was designed as a funnel, which would definitely stand out,” he added.
For Upputuru, one of the “coolest” parts was coming up with the valve gauge that was used on the bottle and across all communications. “We designed it in a manner that when the bottle is empty, the consumer is ‘full’. We have worked out a 360 degree campaign around the brand and used it everywhere – from in-bar branding with coasters to all point of contacts,” he explained.
The surrogate used here are cassettes and CDs, while the gauge was used in print, outdoors and TVC of the surrogate advertising. “We used pumped up imagery and the colour red to show the energetic mindset,” said Upputuru.
A point to be noted here is that partying visuals are used in other brands like ‘Fling’ as well. Was there any fear of similar communications for both brands? Basu replied, “Fling is also done by O&M, but by a different team. There was no fear that the communication could be similar as the target consumer group, the basic brief for brand positioning and so on were different.”
Upputuru said, “If the surrogate is music then there will be some amount of overlap, but you have to remember that these brands thrive largely on imagery. After you have completely different imagery, colour combinations and even other factors like positioning – where ‘Fling’ is more on wickedness side, then there is very little left that could be similar.”
Even though quantitative measures haven’t been divulged yet, the client and agency are happy with the response the brand is getting. Giving more advantages of involving the agency from the beginning, Basu expressed, “The brand was conceptualised and put into the market within 100 days, including new bottle designs, development, production and manufacturing nuances. Working together with tight timelines focussed our combined energies towards a result and it helped that the teams do have a winning attitude. Confidence to deliver and attachment with the category are softer issues but benefits considerably. And the first signs of the brand in the market are encouraging.”
As for the agency, it’s an excitement of a different kind, “You aren’t just given a readymade product and asked to work around it. So, this is a challenge of a different kind. More importantly, the product is your baby when you have been on it right from the beginning. This is very rare but a fantastic opportunity.”
On various forums many advertising experts have spoken on the need for the advertiser to trust the advertising agency more than what is seen today. Advertising gurus have expressed concern over the fact that over the years, the relation between the agency and client has been deteriorating. In such a scene, examples like these do have something positive for the industry at large.
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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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