“One of the great things of working in India is that the competition here is good. In my opinion, some of the magazines that are being published now would not be there in two years’ time. I love competition – ‘Condé Nast Traveller’ would be helped by the fact that ‘Lonely Planet’ travel magazine is coming out from the BBC… all those 18-20 year-old backpackers, who swear by ‘Lonely Planet’, once they don’t need to walk around permanently with the backpack and are able to afford hotel rooms with locks, then they can start reading Traveller,” says Nicholas Coleridge, Vice President, Condé Nast International.
Starcom IP, the digital marketing practice of Starcom MediaVest Group, recently devised a campaign for Kaya Skin Clinic to promote its new approach to skincare, called ‘Everyday Radiance’. The creative approach involved devising a contest, landing page, banners, etc., apart from doing the media planning and buying, before the TVC went on air.
It was on August 15, 1988 that ‘Mile Sur Mera Tumhara’, conceptualised and conceived by the late Suresh Mullick, premiered on DD and instantly became an anthem for India’s unity in diversity. Nearly 22 years later, the song still strikes a chord, and to give it a youth twist Zoom released a new version of the song, titled ‘Phir Mile Sur’.
2009 has been a year of reinvention for the music genre. While MTV dropped ‘Music Television’ from its name, Channel [v] got ‘Bloody Cool’ as its new tagline. Vh1 also underwent rebranding in May 2009. Experimenting with non-music content has become the key to attracting eyeballs.
Ormax Media’s new research product, ‘Day After Cricket’, aimed at helping advertisers on cricket events get better ROI, has been welcomed by industry players. However, some media planners that exchange4media spoke to, raised some pertinent points about such studies increasing effectiveness in cricket advertising.
IPL is back in the news with its third season. MAX has reportedly already sold 85 per cent of its inventories for IPL3. In an exclusive conversation with exchange4media, Sony Entertainment Television’s Rohit Gupta shares how MAX has been preparing for the tournament. Some media planners also give their take on whether home coming of IPL would deliver in terms ratings.
Mint, the business daily from HT Media Ltd, is completing three years on February 1, 2010. The paper has marked out some key focus areas, which include ‘top end readers’, events, and its Saturday magazine, ‘Lounge’. Sandeep Bhushan, COO, Mint, shares about the way ahead for the daily in an exclusive conversation with exchange4media.
The Internet is increasingly becoming the medium for customers to research travel products, even if they end up buying the product, offline. Cleartrip offers inherent benefits of convenience, transparency and comparative shopping that enables customers to find what they are looking for, in the quickest possible time. This is reflected in our traffic data. Over the past one year, the total unique visitors to Cleartrip have more than doubled. We also see the number of new visitors steadily increasing.