Mumbai Mid Day, the afternoon daily, has innovated to deliver value and reader specific communication. The Sunday Mid Day edition dated October 2, 2011, carried two mastheads – one on the front page and the other on the back page, each delivering the theme for ‘Vodafone presents Bigg Boss 5’ – ‘Double Vaat’.
After establishing itself in Mumbai as a creative force to reckon with, Ogilvy India has diverted more than the usual share of attention to Delhi and also Bangalore, as the next markets where Ogilvy India would see growth from. In a conversation with exchange4media, Miles Young, CEO, Ogilvy Worldwide elaborates more on the agency’s thought process on the way forward.
Mudra Max is on a winning spree. Close on the heels of adding the media duties of Ashok Leyland, Canara HSBC Life Insurance and World Gold Council, the agency has been awarded the media mandate for Bharat Petroleum Corporation Ltd (BPCL). The account is pegged in the vicinity of Rs 60-65 crore. Pratap Bose, CEO, Mudra Max, has confirmed the development to exchange4media.
Marketing has become too much about process and not enough about inspiration, ideas and passion. Creativity has been outsourced to agencies, as if creativity is only possible in communication. The result is me-too marketing strategies which lead to poor business results. Starting today and every alternate Tuesday, Suman Srivastava’s column will celebrate new thinking in marketing, wherever they come.
The Asian Federation of Advertising Associations (AFAA) has confirmed the participation of four more renowned personalities as speakers – Michael Boneham, Deepa Prahalad, Earl Wilkinson and Will Sansom. This ups the total number of confirmed speakers to 42. Confirmation is awaited from a few more speakers that will take the total tally to around 50.
In the Rs 130,000-crore FMCG sector, Reckitt Benckiser is a key player with its cult brands like Dettol, Cherry Blossom, Disprin, Mortein, Durex, Colin, Harpic, etc. These brands have maintained their cult status over the decades despite changing Indian consumer preferences. Chander Mohan Sethi, CMD, Reckitt Benckiser will reveal how this was achieved.
Various government pitches for empanelment of agencies are in process across regions. While National Textile Corporation is looking for ad agencies in Delhi for a complete makeover, State Bank of Bikaner & Jaipur and Transmission Corporation of Andhra Pradesh are looking for agencies to provide creative, media and digital consultancy in Rajasthan and Hyderabad, respectively.
With the growth in Indian economy, number of air travelers is also increasingly rapidly. In a bid to attract this huge base of consumers usually having ample of time in hand during travel, Delhi Duty Free Services (DDFS) has launched its maiden campaign called ‘A whole New World’, promising world’s most exotic brands under one roof. Elephant Delhi is the agency behind the new tagline, along with strategy and creative of the whole campaign.
It (creativity) is as important as imagination is for a painter. Radio has been rightly described as a theatre of the mind, and like the painter starts off with an empty campus, we RJs use words, sounds, etc., to paint a scene, evoke a scenario. All of the three – knowledge, humour, intelligence – are important. I would also add emotional intelligence…