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MediAvataar's News Desk
MediaCom wins Welspun media mandate
MediaCom has added another feather to its hat by winning Welspun's media mandate following a multiagency pitch. Welspun Global Brands Ltd—Retail Division is India's largest speciality company in the home furnishing segment.
Quoting on the collaboration,Dipali Goenka, Managing Director, Welspun Global Brands Ltd. And Executive Director, Welspun India Ltd said,”We are happy to be associated with MediaCom as we were looking for a media planning and buying partner who has a deep understanding of our sector and could support us strategically to meet our business goals.”
This is MediaCom’s 8th win in 2015. Since Jan 2015, MediaCom has added billings worth USD 80 mn from new wins, well on its way to beat the 2014 number of USD 100 mn. The 2015 wins include SAB Miller, Urban Ladder, Subway, Bose, Mango, Dainik Bhaskar, Mydala and now Welspun.
Commenting on the win, Debraj Tripathy, Managing Director, MediaCom said, “ I and the team are delighted to partner Welspun. We have had a good year till date and I am thankful to our clients who have trusted us with their brands and media investments. The team is excited about Welspun and are looking forward to do some great work.”
Zoom signs Kangana Ranaut as brand ambassador
To unveil sleek packaging and programming revamp
Our Hollywood-style packaging and new content lineup reflects Bollywood’s latest and trendiest: M K Anand
Zoom, the original Bollywood Entertainment Channel from Times Network is all set to unveil a brand new look with the gorgeous, highly acclaimed queen of Bollywood Kangana Ranaut as the Brand ambassador.. The new zoom will go beyond just dishing out Bollywood News and Improve consumers’ social quotient, by connecting them to the latest trends, which are curated straight out of Bollywood. The channel known for its Bollywood shows will be unveiling a whole new packaging and a slate of new Bollywood focused content under their new logo and tagline, Turn On. The new zoom is fresh, frank and sexy.
M K Anand, MD & CEO – Times Network, said, “We are delighted to reveal Zoom’s fresh programming and unique and exciting style of presentation today. The Times Network is a unique bouquet of channels which cater to the top 2% of Indian television viewers - the discerning, top-end, premium audience. Zoom’s Innovative new media inspired format and its revamped and truly world-class on-air packaging will reflect this. We have always been close to Bollywood and will continue to do so with content that reflects the latest and trendiest that Bollywood has to offer with our own twist.”
On Kangana Ranaut being signed as Brand Ambassador, Anand said, “Zoom has been the pioneering Bollywood channel and we are delighted to work with Kangana as the face of our new avatar. She has made a mark in Bollywood as the first real female superstar purely on her own grit and confidence. The choice of the brand ambassador reflects our new brand philosophy. We promise to inspire and lead our consumers to Turn On the next best version of themselves - to live more and better.
The revamped Zoom has all the aspects of Bollywood showcased in a way that will suit the new palette of consumers: short, crisp and unpredictable.Sunder Venkatraman, Vice President & Product Head – Zoom, said, “Content strategy on Zoom centres around ‘trends’ and 'youth', which are the hottest genres on social media today. The new offerings on Zoom will be shorter format – more like the T-20 of entertainment. They will vary in duration from a minute-and-a-half to seven or eight minutes to longer formats of 20 minutes; there is no fixed duration. But what is certain is that the content will really be Bollywood through fashion, gossip, style, humor, news, music, relationships and more". He described the revamped channel on-air look as “a fresh look and feel young packaging. Small innovations with great impact. For instance a progress bar has been used for the first time ever on television.”
The new look of Zoom has been designed by Mayur Tekchandaney’ of Briefcase with the expert internal team at Zoom.
In an industry where marketing content is the norm, Zoom decided to leverage its superior content to drive a marketing blitzkrieg. The first step was the exclusive foot-tapping music video shot by global expert Harvey Brown, the award-winning film director, creative director, art director and set designer, who has worked on several top Hollywood projects, who also specialises in larger than life musicals. The song composed by the young dynamic duo of Sachin-Jigar has been sung by Anuskha Manchanda. The video, titled Hotel Zoom will be unveiled on the launch day across platforms and will also drive engagement on social media.
Leo Burnett Unveils McDonald's 'Good Times' Campaign
Leo Burnett today unveiled the launch of the new McDonald’s Favourites brand campaign – ‘Good Times’. The campaign celebrates the role the brand plays in customer’s lives and brings to life the brand promise of Simple, Easy Enjoyment. ‘Good Times’ is about the little things that make your day easier. It’s about the reassuring feeling of familiarity a visit to McDonald’s gives its customers.
‘Lonely Hearts' tells the story of a first date between a young man and woman who gradually realise that, despite their best intentions, they're just not very compatible. From an awkward moment in an art gallery to an even more awkward moment in a bowling alley, John and Emma never seem to click, so at the end of the night they politely say their goodbyes and go their separate ways. When John comes across the welcome sight of McDonald's on his way home though, it seems that there might be one last twist in the tale.
'Lonely Hearts' is airing in both 60" and 40" formats.
The TV ad was written and art directed by Rob Tenconi and Mark Franklin, and directed by Sean Meehan at Bold. The Creative Directors were Matt Lee and Pete Heyes and Executive Creative Director was Justin Tindall.
Client - Alistair Macrow & Stephen Hill - McDonald’s UK
Creative Agency - Leo Burnett
Creative Team – Mark Franklin & Rob Tenconi
Creative Directors – Matt Lee & Pete Heyes
Executive Creative Director - Justin Tindall
Agency Producer – Lou Pegg
Media Agency - OMD
Planner (Media Agency) – Chloe Grainger
Director – Sean Meehan
Lighting Cameraman – Sean Meehan
Production Company - Bold
Production Company Producer – Dave Knox and Sam McGarry
Editor – Sam Gunn @ Whitehouse Post
Post-production - MPC
Post Producer – Daffyd Upsdell
Telecine – Jean Clement Soret
Flame – Marcus Moffat
Audio post-production - Wave
Sound Engineer – Tony Rapaccoili
Music Composition – MPM London
Exposure: National TV (60” and 40”); online (60” + 40”)
Gaana.com unveils India’s first episodic musical advertising campaign
Gaana.com sings the ‘Dil ka Gaana’ as it unveils a new love story
Launches India’s first episodic musical advertising campaign
“If music be the food of love, play on!” With these opening words of Twelfth Night, Shakespeare captured an essential bond between two things which human can never do without. The co-relation between music and love has long been established and Gaana.com, India’s favorite music streaming service, has decided to re-establish the truth further.
After the grand success of its first musical campaign “Bas Bajna Chahiye Gaana”, Gaana.com is releasing a new musical advertising campaign “Dil Ka Gaana” that captures and follows a love story between two characters – Ayaan & Rhea.
Using a series of episodes capturing a musical journey of these two young delightful protagonists, Ayaan Khanna and Rhea Bajaj, Gaana will weave a romantic tale that leaves the viewer’s spellbound.
The campaign showcases India’s first musical episodic series capturing a modern day love story of two strangers coming together because of music.
The music has been composed by Amit Trivedi ,and sung by Ash King and Neeti Mohan.
Produced by Gaana productions, the trailer of the short film will hit the televisions on World Music Day, i.e 21st June 2015.
Speaking on this occasion, Pratik Mazumder, VP, Marketing Times Internet said “ We all know music connects people. Sometimes a moment of musical magic connects deeper and creates lifelong bonds. Gaana.com with its wide array of music content helps create moments of such magic.
Lowe Lintas Mumbai unveils a new campaign for ‘LAL HIT’
Following on with its brand messaging of ‘cockroaches spread diseases’, Lowe Lintas Mumbai has unveiled a new campaign for its product ‘LAL HIT’.
Taking a different approach this time around, the brand seeks to target women who depend on chalk and home remedies to solve the “roach” issue.
Women today, are extremely particular about their housekeeping etiquettes. There is a serious and conscious effort to make sure that their family is protected from disease. While they are aware that the presence of cockroaches at home is not a healthy sign, their belief is that their current solution, i.e., chalk, boric powder, etc. is good enough to keep cockroaches at bay and hence she has no reason to opt for a change. However, cockroaches have their own hideouts and these solutions are ineffective in killing these cockroaches that often cause various illnesses.
With this as the driving point, the new campaign gives the women a compelling reason for adopting ‘LAL HIT’, which with its unique seek-and-kill applicator reaches even the difficult and hard-to-reach corners and kills the hidden cockroaches.
This is what distinguishes ‘LAL HIT’ from other ineffective offerings. In fact to allow more people to experience the power of ‘LAL HIT’, Godrej HIT has introduced a small 125ml bottle that has been priced at Rs.59.
Sharing his thoughts on the new campaign, Ajay Dang, Head Marketing – Home Care, Godrej Consumer Products Limited said, “A mother always does her best to keep her family and child healthy. Through her regimen and choice of solutions she achieves this goal every day. Poor solutions and lack of information at times gives her a false sense of security. And her effort fails despite her trying her best.
Similar is the situation when she uses a chalk or home remedy solution to keep cockroaches at bay. These solutions do not eliminate hidden cockroaches which spread disease by contaminating food and wares in the kitchen.
The communication is simple and straight forward highlighting the fact that cockroaches spread diseases like food poisoning, diarrhea and dysentery. The key idea was to inform the mother on how solutions like chalks and home remedies are ineffective in killing hidden cockroaches and therefore put her family health at risk.
The creative line summarizes the key consumer benefit of Lal HIT ‘chupega to bhi nahin bachega’.”
Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “While the brief was very direct and clear, the task to make people change their current regimen is always difficult, especially in a low involvement category. With our target group (mothers), we realized that it’s not just the kid’s health and wellbeing that is entrusted to her, but even the ill health of the child is something she is held responsible for. So our creative idea puts the mother at the center of the film and amplifies how she gets blamed for the child falling ill, whereas the real reason is not her but her reliance on ineffective cockroach solutions.”
The campaign has just gone live and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, etc soon.
Client: Godrej Consumer Products
Brand: Godrej HIT
Client Team: Sunil Kataria/Ajay Dang/Chandan Kumar
Agency: Lowe Lintas Mumbai
Creative Team: Arun Iyer/Jaywant Dabholkar/Shishir Kapre/Mayank Yadav/Sarfaraz Siddiqui/Deepak Nare/Vinod Janardanan
Account Management: Shantanu Sapre/Danny Nathani/Sneha Nair/Shwetha Iyer
Planning: Rishabha Nayyar/Shipra Chinchankar