Times Network, the broadcast arm of media house Bennett Coleman & Co, kick-started Ascend Now 2015 in Mumbai. The week long workshops over three markets – Mumbai, Bangalore and Delhi are being held to educate, create awareness, and provide cost-effective advertising opportunities on national television for SMEs and start-ups.
The workshops have been created by Times Network based on the understanding that in India, today, there is a huge amount of potential hidden in the SME (Small and Medium enterprises) sector which needs to be brought forth. The country is a home to over 5 crore SME units. However, when it comes to communicating their respective brands, these SMEs and start-ups don’t know how to go about it. They don’t get expert advice that their bigger counterparts receive from brand consultants and media agencies. As a result, they fail to optimise their brand communication and get that critical benefit. The research has shown that the biggest perception bearers amongst the SME and start-ups are of the opinion that the national television is expensive and beyond their reach.
Having identified this need gap, Times Network has created an opportunity through Ascend Now 2015, whereby the SMEs and the star-ups can avail expert advices on brand communications and can broadcast their brand through the television channels of Times Network. Through this framework, the SMEs and the start-ups can do their brand promotions on India’s largest television platform in a cost-effective manner.
As the workshops end on September 23, Times Network is expecting to reach out to over 1000 SMEs and start-ups which are prospective advertisers. The trend shows that the conversion of the prospects to the real advertisers will be about 150 companies. This initiative will possibly give a 10 per cent increase in the number of advertisers on Times Network, annually.
MK Anand, CEO and MD, Times Network said, “I’m extremely thrilled with the kind of response we have received from the SMEs in the first two days of seminars in Mumbai. It is this success that gives us confidence about doing well even in Delhi and Bangalore in the next few days.”
The packages that were offered were specially created for SMEs ranging from Rs 22 lakh to Rs 66 lakh. The offers are valid for a 12-month period and are only available on the day of the seminar.
Commending this endeavour, Sunil Awatramani, MD, Diat Foods, Mumbai said, “It was a very informative session. I have just attended it. It is a good platform for new advertisers like me to understand the potential of television as a medium of advertising and promotion.”
Echoing the sentiment, Mayur Pawar of Mirador – builders and developers, added, “We are one of the leaders in affordable housings in Gujarat. Partnering with Times Network through this endeavour, will give us a national platform to reach out to our target audience and expand our presence in all India- market.”
In the inaugural two-day workshop in Mumbai, the senior executives who participated were from companies that have presence in – Construction, Education, Food and Agro Products, Jewellery Manufacturing, Internet start-ups and Beauty and Lifestyle.
The second leg of the workshops will happen in Bangalore on September 18 and in Delhi t the start of next week.