It is learnt from industry sources that Piramal Healthcare Ltd has consolidated the creative duties for its OTC business with Orchard Advertising. Till recently, the company had JWT, McCann Erickson and Orchard on its roster. The account size is pegged at upwards of Rs 50 crore. Lodestar Universal continues to handle the media duties.
Minto Fresh, the mouth freshener brand from the ITC Group, has launches a zany new expression of the brand’s freshness platform with ‘Jiggi-jikka’ fresh. The new TVC of the brand created by DraftFCB Ulka takes the tongue-in-cheek positioning of the brand a step further, with funky characters and pop-art styling and a story.
With rising prices and job insecurity and financial instability triggered by the economic slowdown, people have started curtailing their expenses to the bare essentials. Big FM Bangalore has embarked on an initiative to ease this financial burden through a contest christened ‘Bitti Harusha Idi Varusha’.
Interactive Avenues and Efficient Frontier have entered into an exclusive partnership, which will enable Interactive Avenues to exclusively utilise Efficient Frontier’s technology to help clients maximise return on their search marketing spend, whereas Efficient Frontier would get access to Interactive Avenues’ strong client base in India.
Indi Media Company Pvt Ltd, a newly formed company by Vinay Chhajlani, CEO of Naidunia and Founder of Webdunia, and Jehangir Pocha, former editor of Businessworld India, has bought over the 100 per cent stake of INX News. All previous owners including Indrani Mukerjea and Peter Mukerjea are said to have exited the company following this move. Sources close to the development inform that Pocha would head NewsX and the other forthcoming channels from INX News as its Editor.
What I feel is that a lot of agencies win awards for ‘patli gali’ advertising, which no one has even seen. But yes, winning at the Cannes Lions, or the Agency of the Year Award at Effies carries a lot of brand equity with it. It is a recognition of one’s creativity and creates a strong perception about the quality of work done. Unfortunately, people associate creativity with the number of awards won and how extensively it is reported in the media.