In the wake of a multi agency pitch, Ogilvy India has bagged the creative duties of the milk and dairy products of Mother Dairy. Company sources have confirmed the development to exchange4media. The incumbent on the business is Saatchi & Saatchi. Industry sources peg the business in the vicinity of Rs 15 crore. Madison Media continues to be the media agency for the complete Mother Dairy business.
The Summer Cool categories have de-grown by 19 per cent in print during the Jan-Apr '09 period when compared to the same period in Jan-Apr '08. There was a higher share of advertising under ‘Air Conditioners’ categories in print during Jan-Apr '09. ‘LG Electronics India Ltd’ topped the list of advertiser of Summer Cool categories and ‘Hitachi Ace Follow Me’ was the most advertised new brand under Summer Cool categories in Print during Jan-Apr ’09.
R Sridhar, CEO and Founder of brand-comm, decided to launch his second book ‘Googly- Branding on Indian Turf’ with a bit of a difference. In keeping with the title of the book, he threw a few googlies at the launch by posing brand related questions to the Chief Guests of the ceremony including Bhaskar Bhat, MD, Titan Industries and Anand Sudarshan, MD and CEO of Manipal Education.
Following an effort that has spanned five years, Media Research Users’ Council (MRUC) and Hansa Research are all set to release the Indian Outdoor Survey 2009 for Mumbai on June 15, 2009. The Patron Sponsors, who provided the initial funding for the project, include Laqshya, Outdoor Advertising Professionals, Ogilvy and Reliance ADAG.
RAM data trends for the year 2009 show that Big FM is the leading FM station in Bangalore, followed by Radio Mirchi. Both of these stations have dominated the market for long. The year so far has also seen an interesting growth in Fever FM, and the narrowing of distance between the top players.
What you see is what you get. A poor creative means poorly performing campaign, and a wasted opportunity to get the most out of the medium. Innovation in OOH media is nothing new. Every agency specialist offers innovation as part of his media package. Every client wants innovation in his campaign. So all is hunky dory, everything is understood, right? Asks Nabendu Bhattacharyya, President, Ogilvy Action.
Parx’ creative agency Dentsu Marcom created an online campaign ‘Who do you want to be today?’ mid-May for the premium lifestyle attire, which was later extended to television and print. This was the first time that Parx had launched an online campaign; the brand is now spending 15 per cent of its advertising budget, online.
We have all encountered humour in advertising. Some examples are plain silly; a few in bad taste and some others, God forbid, aren’t even funny. While humour is an old tool in Indian advertising, over the last few years, it has evolved from slapstick to intelligent, and if creative gurus are anything to go by, the trend will reverse again. exchange4media spoke to a few creative heads on the evolution of this double-edged sword in advertising.