PROMAX&BDA 2005: Reality or movies - marketing matters
The Promax&BDA India Conference 2005 sure had earned the interest of many industry professionals and the results were obvious in the afternoon sessions of the event. The second half of the day was consumed with experts throwing more light on importance of marketing for reality genre and Indian motion films.
The Promax&BDA India Conference 2005 sure had earned the interest of many industry professionals and the results were obvious in the afternoon sessions of the event. The second half of the day was consumed with experts throwing more light on importance of marketing for reality genre and Indian motion films. The PSA Challenge and SET Student promo challenge led to the end of day one.
Tarun Katial, EVP and Business Head, Sony Entertainment Television began the second half of the day, taking the audience through the ‘Indian Idol’ case study and the efforts that the channel put in communicating each stage of the show to the audience, that consequently gave the channel, the results it was looking for.
“It is right content, backed by strategic communication and state of the art channel presentation,” Katial said. He explained that the channel ensured on-air and off-air synchrony, taking the audience right from the teaser, auditioning to the tune-ins and final voting stages.
“The channel saw an increase in eyeballs, a sustained increase in the slot delivery and in effect proved to be a differentiated and successful show,” concluded Katial.
Taking the stage from Katial, was Ronnie Screwvala, CEO, UTV who delved on the evolution of movie marketing in India, giving examples of where good marketing has converted average movies into successes.
Screwvala presented a comparison of the movie marketing picture a few years back to its present state. Giving an indication of the catching up that the Indian scene has to still do, he said, “In markets like US, motion picture marketing is one of the top five spending categories, where in India, it wouldn’t even feature in the top hundred category spenders. While internationally, marketing take anywhere between 30 to 50 per cent of the overall budget, in India, it is still in 5 to 7 per cent range.”
Despite this however, the sector has constantly evolved in the country. In addition to the increased time spent in planning the marketing of a movie today, Indian movies are also seeing cross promotions. Global media is paying attention to Indian cinema and every year, there is increased exposure of Indian films in international film festivals.
“There are more mediums today to market movies in comparison to the traditional ones that we have been seeing so far and we have finally learnt of treating movies as brand and building them accordingly,” said Screwvala.
A few examples of movie being built as a brand can be seen in the fact that there will sequels of movies like ‘Dhoom’ and ‘MunnaBhai’ that will be seen soon. “Brand building can completely change the economy of movies, because a movie will no longer be dependant on stars to make it work,” added Screwvala.
The reasons, he enumerated that drive this evolution include evolution of the studio model, complete control of full value chain, distribution model now pan India, investments in exhibition and stakeholders also being committed to marketing of the movie.
In addition to the traditional media like print, outdoor, and TV, which too are used more innovatively now, with a pinch of interactivity, there are more mediums like Internet, paid PR, media tie-ups and in-film programme placement for the movie makers to play with now.
Pointing that amongst the future trends that would be seen merchandising would play a key role, Screwvala ended on the note, “Marketing a movie is turning in to being seen as an investment and not a cost and this will beneficial for the genre on the whole.”
With these, the sessions for the day ended and Jim Chabin, President and CEO, Promax&BDA had a fun presentation for the audience, comprising only of promos that have won at various Promax&BDA festivals. “As you will see, Indian work is also inclusive in these ads and signifies the important role that India is playing on the global scene,” Chabin expressed.
He gave examples of POGO and Channel V promos that have been appreciated in almost every conference that Promax has taken these ads to. Apart from channel promos, the compilation also included various beer ads, footwear ads, automobile ads and radio ads.
He concluded saying, “Sometimes to be heard, you have to push boundaries but for success, there is no check list that can be followed. In all these ads, there is nothing common except for their unquestionable creativity.”
The evening ended with a Public Service (PSA) Challenge, where in different organisations participated in creating ads for the organisation Child, Relief and You (CRY). The brief given to all organisations was the same, about addressing problems of the girl child in the country. Entities like B4U, Zee Telefilms, Walt Disney, Zoom SET India and O&M participated and the O&M won the award for its message. This ad will be aired across channels.
Another contest of the day was the SET Student Challenge, which had taken place at the last year’s function as well. The project this time was ‘Domestic Violence against women’. The winning college this year is New Delhi’s Jamia Millia Islamia.
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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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