Top Story


Home >> Media - Others >> Article

Sony Max, The Telegraph use transparent innovation for IPL 6

Font Size   16
Sony Max, The Telegraph use transparent innovation for IPL 6

As the biggest cricket extravaganza hits the screens, becoming a platform for various marketers to showcase their offerings to the entire country, Sony Max chose translucent paper jacket innovation to create an impact in the market through English daily The Telegraph.

Commenting on this initiative, DD Purkayastha, Managing Director & CEO, ABP, said, “ABP has been at the forefront of innovation for decades. And now, we bring translucent advertising to Indian newspapers for the first time. What could be a better day to launch this than the IPL opening day? IPL has been the biggest innovation in the history of sports in India. Sony Max and Sony Six, the official broadcasters of IPL, and ABP celebrate innovation with this launch of translucent advertising today.”

Innovations like these always create a buzz in the market for both clients and the newspaper. These innovations also lead to break through the clutter, but the question arises how much RoI a brand gets via these innovations.

Talking to exchange4media on the impact of such innovations, Gaurav Seth, Senior VP, Marketing, Sony Max said, “Apart from the premium position, the innovation itself is extremely clutterbreaking and eye-catching. I think it will create immense talk value and provide the impact we seek.”

On the leverage for Sony Max from this innovation, he said, “It’s been a tremendously successful campaign and we hope this will help kick off the tournament in a big way in West Bengal, the site of the opening ceremony.”

The creative for the innovation has been done by JWT.

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.