MediAvataar's News Desk
Alpha Club, the recently launched monthly communique by BARC that offers analysis and insights into NCCS A1, A2, and A3 viewership of 6 Mega Cities has shared GTVTs of channels under the food and lifestyle genre. Living Foodz, the premium foodtainment channel has sweeped the GTVTs with 50% share as compared to the complete genre by achieving 1591 GTVTs in this exclusive audience pie.
With the goal of building robustness into the analysis, Alpha Club presents cumulative data of preceding 4 weeks for Rat’000, Coverage’000, and ATS (Viewer). Channels for which data has been released for all 4 weeks are covered.
With consistent innovation in programming, marketing and distribution to make Food Fun, Living Foodz has maintained its pole position and with new line up of shows the channel is sure to enthrall one and all.
Manish Agarwal-Brand Head, Zee Cinema receiving the award
Zee Cinema, the world’s biggest movie theatre for Hindi movies, recently bagged four awards at the Branding, Advertising, Marketing (BAM) awards ceremony held by the Indian Brand Convention 2015, New Delhi, for its constant innovative branding and communication efforts.
The Convention was a learning, networking conference and an awards ceremony for Branding, Marketing, Design, Communications, Advertising, Sales, and Creative professionals in India.
Amongst many other brands that participated, Zee Cinema was a front runner at the Convention and the awards won by the channel include:
· Best Corporate Social Responsibility Campaign for ‘November, 2014 Children’s’ day Masti Ki Paathshala’ activity
· Best Integrated Marketing Campaign for ‘October, 2014 campaign for promoting World TV Premiere of Entertainment’
· Best Mobile Innovation for ‘May 2015, Mobile activity done on World TV Premiere of Lingaa’
· Best Digital Marketing Campaign for ‘May 2015, Digital & Social Media promotion for World TV Premiere of Lingaa’
‘Masti ki Paathshala’, was an initiative that the channel organized for the children of selected orphanages across Mumbai, Delhi and Ahmedabad to mark the celebrations of Children’s Day, 2014. Over 300 children were engaged with fun activities like movie screening, Antakshari and fun games with a view to give them a memorable special day and let them know that they are valued and loved.
The promotion campaign for the World Television Premiere of the film, ‘Entertainment’ provided its viewers an exclusive opportunity to interact with Johnny Lever for the first time on Zee Cinema’s twitter handle. One of the comic actors from the film Krishna Abhishek was also made available for the media market visit in Lucknow which also ensured the visibility of the brand in the prime market. The channel also used a unique platform of airline branding (special branding inside the aircraft in Air-India) for marketing the movie innovatively. The film was extensively promoted via engaging and interactive activities conducted across social media platforms with the movie’s merchandise was given to winners.
The promotion campaign for Lingaa included an extensive digital campaign and also an exclusive mobile campaign – ‘Rajnikanth Phone Call Ad’ wherein participants received a pre-recorded call from Rajnikanth urging them to watch ‘Lingaa’ on Zee Cinema. The mobile campaign had a reach of a gigantic 8.2 million.
Leo Burnett has won the integrated communication mandate for the entire product portfolio of General Mills in a multi-agency pitch, with most top agencies participating.
After Bajaj this is yet another significant account to move back to Leo Burnett. The agency was instrumental in launching the Pillsbury brand in India and is excited about having the brand back in its portfolio.
Leo Burnett’s HumanKind approach and rich experience in “redefining the purpose” for brands played a key role in its appointment as the Agency on Record for the multinational foods company.
On the decision to choose Leo Burnett as the creative partner, Salil Murthy, Marketing Director, General Mills India, said, “Getting the right creative partners on board is an important first step in realising our growth potential in India. There is incredible opportunity for us as Indian consumers are increasingly opting for better quality food products that make their lives healthier, easier and richer. Our products across Pillsbury Atta, Cake Mixes, Chocolate Spreads and RTC food mixes deliver exceptionally well on providing great taste and convenience in cooking with our unique quick and easy to prepare food solutions. Looking ahead, we will expand our product portfolio and back that with strategic communication to truly win with consumers. Leo Burnett is best placed with capabilities across the communication spectrum to deliver that and we hope to see some exciting integrated work.”
Said Saurabh Varma, CEO – South Asia, Leo Burnett, “In the era of changing consumer trends and lifestyles, we have a clear mandate to redefine the purpose for General Mills and boost consumer preference and loyalty for all their brands, namely – Pillsbury, Nature Valley, Betty Crocker and more. Our team is eager to partner the company and create some magic for their brands through our HumanKind approach across ATL, Digital, Retail, Activation and Shopper.” Look out for some insightful work on Pillsbury and other General Mills brands.
· Launches ecommerce platform ( www.letsshave.com) to harness rising online shopping trend
· Launches world’s first 6 blade razor with trimmer
· Introduces India’s first Shaving Club
· Introduces patented Common Docking System technology
· Aims to capture 10 % of market ( estimated market size – Rs 2000 crs) in 3 years
Global brand Dorco has now entered the Indian market riding on LetsShave. By bringing Dorco to India, challenger-brand LetsShave plans to shake up the Indian shaving market which currently enjoys an almost monopolistic single-player dominance. LetsShave will provide an exceptional shaving experience to Indian by providing them quality shaving products at the right pricing. Dorco has been manufacturing the highest quality blades since 1955 that are sold to over 100 countries across the world.
Highlights by LetsShave
1. Harnessing the power of ecommerce for its go-to-market strategy
2. Launches India’s First Shaving Club
3. Launches World’s first 6-blade razor with trimmer in the Indian market
4. Challenging the monopoly raj
5. Quality with realistic pricing and regular saving
6. Common-Docking system – use the same razor irrespective of which razor blades you use
7. Razor handles free with blades as part of the introductory offer
Talking about LetsShave its founder and CEO, Sidharth Shankar Oberoi said, “The Indian users are very discerning. They are fully aware of all the international trends. LetsShave was born based on the growing discontent and anger of the Indian shaving community who were paying for highly overpriced products. I wanted to bring more economical and smarter options for people so that they don’t have to think twice before getting a fresh blade shave”
Speaking on the market potential, Sidharth further said, “The Indian shaving market is estimated at around Rs 2000 crores with a YOY growth of roughly 10%. We aim to capture 10% of the market in the next 3 years, and given the current trends we are quite optimistic that this is easily achievable. Indian men’s grooming products market is expected to grow at a CAGR of 20% till 2020 where shaving products will control the largest market share in terms of revenue” he further added.
Talking about ecommerce as a platform of choice, Sidharth said, “the overall ecommerce market in India is booming – buyers love the cost-effectiveness and convenience factor that the online platform provides. It cuts middlemen and overheads, and saves time by providing anytime, anywhere convenience. The website has been up for the last 2 months and we have made tremendous traction and sales without any outward communication or marketing support. This in itself is indicative of the potential and possibilities.”
Dorco is extremely pleased with the indications coming in from the Indian market. Speaking about their launch in the Indian market Mr Hong Ju Shik, Global Chairman, Dorco said, “Online razor market in other countries records about 10 percent of growth, but Dorco considers that we have many more opportunities in India due to the high populations and infinite potentiality. We are confident that our products will be fully satisfied with customers’ expectations in Indian market, with high quality with reasonable price. By joining with LetsShave which has considerable capacity and reputation in local areas, Dorco and LetsShave will create a synergy effect which helps us to be grown as leading companies in the world over India”
LetsShave is introducing a number of firsts in the Indian market. First of all, it is going to harness the power of Internet and Digital India. LetsShave is using the ecommerce platform for the sale of its product range in India, in keeping with the Indian and global trends. Its website www.letsshave.com is already live and attracting a lot of interest. Significant sales have already been achieved in the soft-launch phase itself. Letsshave.com also has strong logistics network channels that delivers the products anywhere in India.
Secondly, Letsshave is launching India’s first shaving club in India partnering exclusively with Dorco who is also the supplier to the extremely famous Dollar Shave Club of the US which has over 2 million subscribers, all of whom were extremely unhappy with the extremely high costs and monopolistic approach of the shaving razor companies in their region. The India’s first Shaving Club will provide a holistic experience to its members, and ensure that they have a smooth silky shave, the best its members have ever had.
LetsShave will also introduce the World’s first 6-blade razor with trimmer from Dorco in India offering a true one-stroke shaving solution. This razor with a substantial feel and ergonomic handle is truly on the forefront of wet-shaving technology. This will provide a quicker, cleaner and closer shave to its users.
LetsShave is also introducing the pinnacle of shaving innovation with the newly implemented technology called Common Docking System. This technology allowed to cut the cost even more and select personalised combination the skin deserves and hence customize the shaving experience. It allows the shaver to use the same razor irrespective of which razor blades are being used. And this coupled with the inaugural offer of free razor handle with razor blades will make the offering more exciting.
Posterscope India part of the Posterscope Group Worldwide, the global leader in the OOH space which boasts of presence in 30 countries across North America, Europe, Asia Pacific, and South Africa was launched in 2008 and has completed a remarkable run of 7 years in India and is gearing up for the future course of out of home evolution with renewed vision and vigour.
Given Posterscope’s understanding of the dynamics of the out of home space here in India, and the groups ambitious plans to lead the change and redefine the ecosystem; the leadership team and management at Posterscope is venturing into significant realignments and recruitment basis their grand plans for the new age connected consumer.
Two senior strategic placements have been initiated recently. Fabian Cowan who was instrumental in the initiation and building of Brandscope India into its current avatar as has now been realigned as head of Posterscope India. Fabian is an experienced professional of 21 years with a diverse media background including print, radio, television and digital out of home. He is also a certified trainer and facilitator and has been with the company for more than 5 years now.
Commenting on his new role Fabian said, “I believe a new and changing out of home ecosystem requires an equally new approach. The consumer has established his/her intelligence, and our clients too are aware and suave expecting only the best; given this we need people who are in sync with this intelligentsia, there is no place for mediocrity and the recent structural alignments reflective of this new approach will continue to be visible in the future”.
Additionally Charanjeet Singh Arora has joined the group as Head of Brandscope and will spearhead national operations of Brandscope and drive it to the next level in its evolution as a brand. Charanjeet a senior and well respected professional with a diverse professional background spanning 22 years in industries such as courier services, radio, Television and outdoor was last working at Rapport outdoors as AVP. With and MBA and Masters degree in applied economics Charanjeet brings with him the depth and respect required for the new vision the group is focusing on.
On his new responsibility Charanjeet added, “I have viewed Posterscope as an agency which has a defined plan and a purpose. The leadership team at Posterscope reflects the core values that I myself associate with and believe in. I am excited about this opportunity and know that I will be given the space to express myself and contribute handsomely to the objectives of the group”
Haresh Nayak- MD Posterscope India and Regional Director Posterscope Asia Pacific added, “I am delighted to welcome both charged professionals into their roles at Posterscope Group. We are always on the lookout for the right people who can share our vision and partner with our clients to create Pioneering OOH solutions. ‘Both Fabian and Charanjeet are highly respected professionals with a value and belief system that is a rarity. I believe that the new age consumer and our clients will be served with a new brand of out of home and team Posterscope will be leading this change from the front”