For PerceptH, 2009 is proving to be a good year. The agency began the first five months with key new business acquisitions like Bajaj Allianz, BSNL, Bank of Baroda and the Congress Jai Ho campaign. In a conversation with exchange4media, Prabhakar Mundkur, CEO, Percept H stated that this has fuelled the agency’s growth in the early part of the year.
Century Plyboards has teamed up with ‘Jai Ho - You Are My Destiny’ music video for an exclusive 30-second co-branded TVC, which has been ideated and conceptualised by P9 Integrated. The campaign will be aired on various channels from June 7, 2009, and would also be showcased during the T20 World Cup tournament.
Media veteran B V Rao writes on the variety of exclusives that the English dailies had to offer to readers in the week gone. “It was a pleasant read through the week, as the three dailies continued to hawk their virgin stories rather than treat us to their normal routine of yesterday’s repackaged TV… But good things don’t last forever,” says Rao.
The Election coverage, and to some extent even the Indian Premier League (IPL) season two, that gave the Hindi news channels enough to feed the 24-hour content demands of the genre, are over. Next on the chasing list of news channels are the T20 World Cup and the Union Budget. Most editors have also stated that audience can expect more hard news on the channels in days to come.
The recently launched English movie channel, WB, is out with its marketing campaign aimed at building awareness and aspiration around the brand. The campaign creative duties were handled by M&C Saatchi; the campaign media planning and buying was done by OMD for mass media; Ogilvy Activation handled the outdoor and Interactive Avenues handled the digital.
There is a need for quick information in sectors like business, finance or new products, where people will be relying more on the Internet. But there are magazines such as lifestyle or that have aspirational subjects, where people would want to go through the emotional experience of reading a magazine. In special interest or niche segment, the demand for print will still exist. However, even for the Internet, there will be a need to move to paid content, where one can access exclusive news.