Story of the week
Volume 1 Issue 45 May 2-May 8, 2005
Cover

 

 

 

 

 

 

 

 

 

 
House full Marketers hit the multiplexes
It’s not just the moviegoers making a beeline for the multiplexes; brands, too, are standing in a queue. Multiplex owners are milking every square foot of “brandable” space for all it worth — the floors, the walls, the escalators and even the loos. Brands are all over: in-your-face and provocative. You walk into a multiplex and you can mistake it for a mall, as ads of lifestyle products, cars, colas, skincare products, consumer durables, credit cards, banks, insurance companies, air-conditioners, furniture and youth apparel fight for your attention. As the box office signs say ‘House Full’, the marketers rediscover the movies.More....
 

Feature of the week

  
Last Issue
  
Short codes, Tall returns
When marketers at Doordarshan decide that it is time to embrace this technology, you know it has already made its impact on marketers everywhere else. The magic four digits, which are changing the way brands talk to their audiences have forced Doordarshan out of its slumber and into relationship building exercise with their viewers.
 
Interview of
the week

Interview with
Ian Diamond
and Anshuman Misra
 
Happenings

The BIG NITE when
‘ Waqt’ stood still
International Picks
  
Cadbury to rethink its ‘ happiness’ ad strategy
Cadbury and its ad agency Publicis have been forced to rethink its £35 million master brand advertising strategy even as its ‘Your happiness loves Cadbury’ TV spots have not reversed a sales slump. The UK campaign, has been running for just six months. In the rest of
Europe, there is a shift to ‘ Choose Cadbury, Choose Happiness’.
TV spot ads to become obsolete:
Deloitte & Touche
A report by accountancy firm, Deloitte & Touche and the Technology, Media & Telecommunications Industry Group, claims that the TV industry is evolving from a mass market, single broadcast focused sector, into one that is far more complex. The research implies that the rising use of broadband, personal video recorders and mobile phones to access the television will soon make advertising breaks redundant.
Carlsberg’s $40 mn Europe biz shifts to OMDs
Publicis Group’s ZenithOptimedia, UK, has lost the business of the British arm of beer giant Carlsberg (worth £14 million in media business including the Tetley brand), which has gone to OMD, UK, an Omnicom-owned agency. OMD, which handled the Carlsberg business in Germany, has also snapped up the entire pan European account worth around £40 million after a lengthy pitch involving ZenithOptimedia, Initiative and MediaCom, which handled the business in several other European markets
News Wrap
Marketing
 Titan relies on category shifts for excitement
In November 2004, when Titan Industries roped in Aamir Khan to endorse their watch brand, the objective was simple: induce multiple watch ownership. Two ad campaigns were launched with an aim to change consumer attitude towards watches. This time round, the watch major has rolled out yet another commercial announcing its Gold-Steel (GS) collection.
Marketing
 Brand-building in vogue at the Lakme India Fashion Week
The Lakme India Fashion Week (LIFW) 2005 concluded on April 26 after a hectic week of fashion and fashion-related business activities. At LIFW, leading brands were seen pandering for greater glory. The extravaganza conceptualised by the Fashion Design Council of India (FDCI) had India’s venerable fashion brand, Lakme, as the title sponsor. Samsung was the associate sponsor along with co-sponsors: DHL, Liberty, Hyundai and liquor brands, Royal Challenge and Foster’s. International event management firm, IMG, handled all the commercial logistics of the event.
Advertising
 Everest Brand Solutions: New identit

The ‘pirates’ have struck and it is quite a blow. Challenging conventions in the industry has a downside to it but when people involved have a reason, a challenge is noticed. Everest Integrated’s decision to reincarnate as Everest Brand Solutions has brought with it a new order. ‘Client servicing’, ‘planning’ and ‘creative’ teams are outmoded to give way to ‘Idea Initiators’, ‘Idea Leaders’ and ‘Idea Managers’.
 
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