|  » Kashmir Monitor launches TV campaign » Hakuhodo Percept wins 100 Crore Sony India account » Dentsu Creative Impact wins Tetra Pak creative mandate » Grasshoppers launches digital arm 'Grownups' » ASCI and Goafest 2012 come together to encourage Self Regulation in Advertising » Percept bags Ditto TV's creative mandate » The Mirchi KAAN Awards celebrates the best in radio advertising » MediaCom India wins Gold and Silver at the Olive Crown Awards » ‘i-am’ associates partners Percept to launch Indian operations » Yatra.com names ZenithOptimedia as agency of record  | ||||||||||||||||||||||
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Monday, March 19, 2012
Channel [v] launches reality show on teen crime
Mumbai: It began as a backyard game with friends gunning and chasing each other but no one had ever imagined that life would turn this into reality! In an endeavor to comprehend the psyche of teenagers and understand the stress and pressures of modern life on them, Channel [v], the leading youth entertainment channel, brings to you “Gumrah - End of innocence”, a shocking tale of some of the most heinous crimes committed around the country by the innocent driven to a moment of insanity. ‘Gumrah’ is a one hour show that depicts crimes committed by youngsters and the larger issue or factors that lead to such impulsive actions. With a gripping narration and plot of shocking crimes like murder, robbery, drug and sexual abuse, each episode will be reenacted and recreated with tales of people closely associated with the accused including their family and friends. Each exclusive episode features experts and psychologists providing an in-depth analysis of what could have possibly been the reason behind these actions and how it shaped the minds of these young criminals. The show is divided into 13 invigorating episodes and will be hosted by young and dynamic Karan Kundra, of “Kitani Mohabbat Hain” fame. Announcing the launch of the show, Prem Kamath, Executive VP & GM, said “Whilst teen crime is a rare discussion in general media or our living rooms, it often consumes youth that have an extremely bright future. Considering this, it is important to understand what factors actually lead to the occurrence of such crime. In the show, we have analyzed 13 such cases and with the help of experts and psychologists tried to explain the possible reasons behind such gruesome actions. With the explosion of media and western values, youngsters today face various pressures that have an immense influence on their actions at large. Gumrah aims at uncovering these circumstances and sensitize the youth from falling in harms way.” ‘Gumrah’ is co-produced by ALT Entertainment, a division of the umbrella brand Balaji Telefilms, and Lost Boy productions. This is the first television show produced by ALT Entertainment, which has to its fame noteworthy movies which include Love Sex Aur Dhoka, Ragini MMS, Shor in the city and the most acclaimed movie of year 2011 – ‘The Dirty Picture’. Ekta Kapoor, Joint Managing Director, Balaji Telefilms, said “Gumrah is the first teen crime show on television that is based on real time incidents and has on board experts who explain the psyche of children and the possible reasons behind such gruesome actions. The concept of the show is very captivating and informative. When Channel [v] approached us with the show we instantly agreed as the show will definitely have a huge connect with the audience. It is the first television show produced by ALT entertainment” Gumrah -End of Innocence launched on March 11, 2012.Tune in to watch as the mystery unravels: Gumrah – End of Innocence every Sunday at 1900 pm only on Channel [v] Nityanand |
Discovery channel decodes The Making of Ra One
New Delhi: RA.One represents a significant milestone in Indian cinema. One of the most ambitious and expensive science fiction films with world-class visual effects and animation wizardry, it has proved India’s expertise to produce high quality VFX films. Deconstructing the production of one of the most illustrious films in its one-hour special, Discovery Channel will premiere REVEALED: THE MAKING OF RA.ONE, on Friday, March 30th at 8 pm.
The programme will repeat on Sunday, April 1st at 8 pm. A unique initiative by Discovery Networks, the programme will also simulcast on TLC, Discovery Science and Discovery Channel Tamil.
A celebration of glorious triumphs in innovation and technology, Discovery Channel will provide unique access to various aspects of filming the movie. REVEALED: THE MAKING OF RA.ONE will provide an account of some of the biggest challenges to produce the film including release of all 3500 plus VFX shots on time. A 5,000- strong team from India, UK and the US, including 400 at Shah Rukh Khan’s own company Red Chillies VFX worked in shifts in 14 studios across the world. A testimonial for its accomplishment, the film has also won the National Film Award for best special effects. Achieving the unprecedented, the movie proved the expertise to create cinema at a global scale. The first to use Dolby 7.1 surround sound, RA.One raised the bar of excellence in Indian cinema.
Commenting on the programme, Rahul Johri, senior vice president and general manger – South Asia, Discovery Networks Asia-Pacific said, “Discovery Channel brings signature mix of compelling, high-end production programmes across genres including, science and technology, exploration, adventure, in-depth and behind-the-scenes glimpses to entertain and inform its audiences. Taking viewers on a cinematic journey, the programme Revealed: The Making of RA.One will captivate their fantasy about unique filming techniques.”
Shah Rukh Khan expressed, “RA.One is a landmark film. It demonstrates the growing confidence and capability of the Indian talent to produce films of global benchmarks. I am happy that Discovery Channel will decode the path-breaking technology and never-seen-before concepts that were used to create RA.One. Viewers will able to appreciate the entire creative process from the closest distance possible. A must-watch for every Indian movie fan.”
REVEALED: THE MAKING OF RA.ONE will lift the curtain off the science behind production of India’s much acclaimed science fiction film, revealing how this spectacular film has transformed into reality after crossing numerous obstacles. The programme will delve into the designing of highly stylised action sequences, special-effects, the look of the characters and the sets and will explain the challenges faced by VFX team while making the film. The experts talk about their experiences through the process, discussing their reactions.
Director Anubhav Sinha said, “When I started working on the special effects of the film, I had the confidence that we have the talent to visualize it and to execute it. Discovery Channel’s programme attributes the genius and hard work that has gone behind creating one of the most technically advanced indigenous films.”
Sharing his experience, sound designer Resul Pookutty said, “RA.One raised Bollywood’s bar in sound design by taking it to a whole new level. Discovery Channel viewers will appreciate the significance of good sound as a key element in producing a good movie.”
Having an amalgamation of the industry’s best from around the world, RA.One has amazing footage of science in action, stunning photography, realistic imagery and pioneering techniques. Discovery Channel’s programme will admire the visual effects and adulate the Director’s vision.
The programme will also give an overview of how the time was devoted to designing separate software for the characters and the objects. Designed by experts Robert Kurtzman and Tim Flattery, the superhero suits were further enhanced digitally to create an impact of electricity passing through the suits look real. The challenges, to name a few, ranged from the painstaking time slicing procedure to make the protagonist and antagonist fight in mid-air, to a highly stylised car chase with a crash to a bus, to recreating a miniature CST collapsing into mere rumbles, to the elaborate cloning process to create the 10 avatars of RA.One, to the fight-till-death sequence in the gaming arena, never once compromising with quality. Designing of the antagonist’s face, a sequence where RA.One comes back to life through cube formation and takes the form of actor Arjun Rampal took over a year to produce. The entire team spent sleepless hours on re-creating images which looked real whether it’s the cars crashing or the train going out of control, bent on massive destruction.
Revealed: The Making of RA.One is produced by Red Chillies Entertainment in association with Discovery Channel.
The programme will repeat on Sunday, April 1st at 8 pm. A unique initiative by Discovery Networks, the programme will also simulcast on TLC, Discovery Science and Discovery Channel Tamil.
A celebration of glorious triumphs in innovation and technology, Discovery Channel will provide unique access to various aspects of filming the movie. REVEALED: THE MAKING OF RA.ONE will provide an account of some of the biggest challenges to produce the film including release of all 3500 plus VFX shots on time. A 5,000- strong team from India, UK and the US, including 400 at Shah Rukh Khan’s own company Red Chillies VFX worked in shifts in 14 studios across the world. A testimonial for its accomplishment, the film has also won the National Film Award for best special effects. Achieving the unprecedented, the movie proved the expertise to create cinema at a global scale. The first to use Dolby 7.1 surround sound, RA.One raised the bar of excellence in Indian cinema.
Commenting on the programme, Rahul Johri, senior vice president and general manger – South Asia, Discovery Networks Asia-Pacific said, “Discovery Channel brings signature mix of compelling, high-end production programmes across genres including, science and technology, exploration, adventure, in-depth and behind-the-scenes glimpses to entertain and inform its audiences. Taking viewers on a cinematic journey, the programme Revealed: The Making of RA.One will captivate their fantasy about unique filming techniques.”
Shah Rukh Khan expressed, “RA.One is a landmark film. It demonstrates the growing confidence and capability of the Indian talent to produce films of global benchmarks. I am happy that Discovery Channel will decode the path-breaking technology and never-seen-before concepts that were used to create RA.One. Viewers will able to appreciate the entire creative process from the closest distance possible. A must-watch for every Indian movie fan.”
REVEALED: THE MAKING OF RA.ONE will lift the curtain off the science behind production of India’s much acclaimed science fiction film, revealing how this spectacular film has transformed into reality after crossing numerous obstacles. The programme will delve into the designing of highly stylised action sequences, special-effects, the look of the characters and the sets and will explain the challenges faced by VFX team while making the film. The experts talk about their experiences through the process, discussing their reactions.
Director Anubhav Sinha said, “When I started working on the special effects of the film, I had the confidence that we have the talent to visualize it and to execute it. Discovery Channel’s programme attributes the genius and hard work that has gone behind creating one of the most technically advanced indigenous films.”
Sharing his experience, sound designer Resul Pookutty said, “RA.One raised Bollywood’s bar in sound design by taking it to a whole new level. Discovery Channel viewers will appreciate the significance of good sound as a key element in producing a good movie.”
Having an amalgamation of the industry’s best from around the world, RA.One has amazing footage of science in action, stunning photography, realistic imagery and pioneering techniques. Discovery Channel’s programme will admire the visual effects and adulate the Director’s vision.
The programme will also give an overview of how the time was devoted to designing separate software for the characters and the objects. Designed by experts Robert Kurtzman and Tim Flattery, the superhero suits were further enhanced digitally to create an impact of electricity passing through the suits look real. The challenges, to name a few, ranged from the painstaking time slicing procedure to make the protagonist and antagonist fight in mid-air, to a highly stylised car chase with a crash to a bus, to recreating a miniature CST collapsing into mere rumbles, to the elaborate cloning process to create the 10 avatars of RA.One, to the fight-till-death sequence in the gaming arena, never once compromising with quality. Designing of the antagonist’s face, a sequence where RA.One comes back to life through cube formation and takes the form of actor Arjun Rampal took over a year to produce. The entire team spent sleepless hours on re-creating images which looked real whether it’s the cars crashing or the train going out of control, bent on massive destruction.
Revealed: The Making of RA.One is produced by Red Chillies Entertainment in association with Discovery Channel.
Priyanka Kumari
Dentsu Creative Impact wins Tetra Pak creative mandate
Mumbai: Dentsu Creative Impact, Dentsu India’s full service advertising agency has been awarded the creative duties for Tetra Pak, the world's leading food processing and packaging solutions company.
Tetra Pak India delivers aseptic packaging material and processing, packaging and distribution solutions to the Indian food processing industry. Their customers include leading players, both national and regional, from the private sector as well as the dairy cooperatives. Tetra Pak works in close partnership with the food processing industry to promote consumer and key stakeholder awareness on the importance of aseptically processed and packaged foods, and how they provide benefits of food safety, consumer wellness and environment sustainability.
“Past communication from Tetra Pak has focused on the key message of how Tetra Pak aseptic technology best protects foods like milk and juices. Our plans are to continue strengthening communication around the Tetra Pak credentials and around our brand promise ‘protects what’s good’”, said Jaideep Gokhale, Communications & Environment Director, Tetra Pak South Asia Markets.
On the choice of Dentsu Creative Impact Jaideep added, “With this premise in mind, we were looking at how the communication task could be addressed with a fresh perspective without losing focus of the imperative to remain consistent and true to our brand personality. With our new agency partner Dentsu Creative Impact, we are now in the process of developing our 2012 campaign which will explore communication channels beyond the conventional. Our media buying will continue to be handled by Carat.”
Rohit Ohri, Executive Chairman, Dentsu India Group said, “We are delighted to partner Tetra Pak in India. The communication opportunity which Tetra Pak offers Dentsu India is very exciting and clearly beyond conventional media. We're looking at communication across every touch point in the packaged milk and beverage ecosystem. This communication approach is at the heart of Dentsu's offering in India.”
Tetra Pak India delivers aseptic packaging material and processing, packaging and distribution solutions to the Indian food processing industry. Their customers include leading players, both national and regional, from the private sector as well as the dairy cooperatives. Tetra Pak works in close partnership with the food processing industry to promote consumer and key stakeholder awareness on the importance of aseptically processed and packaged foods, and how they provide benefits of food safety, consumer wellness and environment sustainability.
“Past communication from Tetra Pak has focused on the key message of how Tetra Pak aseptic technology best protects foods like milk and juices. Our plans are to continue strengthening communication around the Tetra Pak credentials and around our brand promise ‘protects what’s good’”, said Jaideep Gokhale, Communications & Environment Director, Tetra Pak South Asia Markets.
On the choice of Dentsu Creative Impact Jaideep added, “With this premise in mind, we were looking at how the communication task could be addressed with a fresh perspective without losing focus of the imperative to remain consistent and true to our brand personality. With our new agency partner Dentsu Creative Impact, we are now in the process of developing our 2012 campaign which will explore communication channels beyond the conventional. Our media buying will continue to be handled by Carat.”
Rohit Ohri, Executive Chairman, Dentsu India Group said, “We are delighted to partner Tetra Pak in India. The communication opportunity which Tetra Pak offers Dentsu India is very exciting and clearly beyond conventional media. We're looking at communication across every touch point in the packaged milk and beverage ecosystem. This communication approach is at the heart of Dentsu's offering in India.”
Jasleen Kaur
Hakuhodo Percept wins 100 Crore Sony India account
Hakuhodo Percept has been appointed the creative agency for Sony India, in mid February, after an almost 3 month, 7 agency pitch shootout.
Sony, the Global Japanese consumer electronics and IT product giant, is known for iconic brands such as Bravia, Vaio, Cybershot and Handycam; and Hakuhodo Percept’s creative mandate will be across the entire product portfolio.
The pitch process started during the month of December 2011 and saw the participation of agencies such as JWT, Lowe Lintas, Contract, Dentsu, Law & Kenneth and BBDO, with Hakuhodo Percept beating out the competition through a compelling mix of incisive strategy and innovative creative ideas. The team swept away the account from JWT, who was the incumbent agency for Sony India. The size of the business is pegged at well over Rs 100 crore.
Elaborated Elvis Sequeira- Executive Director, Hakuhodo Percept, “This is a fantastic, fantastic win for the agency. What makes me especially proud is that the team went in with one, clearly thought-through integrated idea and demonstrated the power of that with some sparkling work across media. Brands like Sony don’t come up for a pitch everyday, and to win against a tough field not only feels good, but tells the world how good we are. There’s been a little wave of energy sweeping through the agency and small initiatives we’ve been putting in place over the last month or two are now rapidly gathering momentum. A brand like Sony, a huge win like this – it’s the beginning of great things.
Confirming the development Ryusuke Fukushima - Deputy General Manager (Marketing Communication), Sony India said, "Hakuhodo Percept's understanding of this industry, their skill in going beyond the brief and the ability to translate consumer insights into unique media touch points, made us choose them as our creative partner for a unified Sony approach."
"We wanted to revisit our creative mandate and partner with a firm which demonstrates the immersive Sony experience and showcases its DNA compromising of essence, promise and purpose," Mr. Fukushima added.
Hakuhodo Percept is all set to kick-start the creative campaign for Sony India and spread maximum visibility, showcasing the essence of the brand.
Sony, the Global Japanese consumer electronics and IT product giant, is known for iconic brands such as Bravia, Vaio, Cybershot and Handycam; and Hakuhodo Percept’s creative mandate will be across the entire product portfolio.
The pitch process started during the month of December 2011 and saw the participation of agencies such as JWT, Lowe Lintas, Contract, Dentsu, Law & Kenneth and BBDO, with Hakuhodo Percept beating out the competition through a compelling mix of incisive strategy and innovative creative ideas. The team swept away the account from JWT, who was the incumbent agency for Sony India. The size of the business is pegged at well over Rs 100 crore.
Elaborated Elvis Sequeira- Executive Director, Hakuhodo Percept, “This is a fantastic, fantastic win for the agency. What makes me especially proud is that the team went in with one, clearly thought-through integrated idea and demonstrated the power of that with some sparkling work across media. Brands like Sony don’t come up for a pitch everyday, and to win against a tough field not only feels good, but tells the world how good we are. There’s been a little wave of energy sweeping through the agency and small initiatives we’ve been putting in place over the last month or two are now rapidly gathering momentum. A brand like Sony, a huge win like this – it’s the beginning of great things.
Confirming the development Ryusuke Fukushima - Deputy General Manager (Marketing Communication), Sony India said, "Hakuhodo Percept's understanding of this industry, their skill in going beyond the brief and the ability to translate consumer insights into unique media touch points, made us choose them as our creative partner for a unified Sony approach."
"We wanted to revisit our creative mandate and partner with a firm which demonstrates the immersive Sony experience and showcases its DNA compromising of essence, promise and purpose," Mr. Fukushima added.
Hakuhodo Percept is all set to kick-start the creative campaign for Sony India and spread maximum visibility, showcasing the essence of the brand.
Prakash Yadav
KFC launches 'So Good' television campaign
Taking the So Good, Time Out @ KFC experience to the next level, the brand has introduced Radio KFC, a branded channel that plays a great mix of international music in the store. This is in addition to KFC’s promise of finger lickin’ good food; relaxed and youthful ambience along with friendly and quick service.
Dhruv Kaul, Director – Marketing, KFC India said, “Our Finger Lickin’ Good tagline successfully communicated our promise of offering great tasting food and beverage. Taking it to the next level, our new global tagline, So Good highlights the complete enhanced ‘Time Out @ KFC’ experience that includes great tasting food served in contemporary & comfortable setting; warm & friendly service and a lot more reasons to hang out with your friends.”
“At KFC, we are changing the traditional QSR (Quick Service Restaurant) thinking; our initiatives like Krushers Kafeccino range of cold coffees, Streetwise value layer and the latest, Radio KFC are all designed to strengthen our position of a preferred place to hang out”, he added.
KFC campaigns in India till date have all focused on the brand’s great tasting products and So Good is the first brand experience led communication in the country. It is supported by a thematic TVC, exciting radio and digital promotions and in-store collaterals.
The new TVC is developed by Ogilvy & Mather and revolves around the theme ‘Time Out @ KFC’. The film narrates the story of a stressed out young working professional who is encouraged by all around him to take a time out. From his colleagues to strangers on the road, everyone helps him make his way to KFC for a ‘so good’ time. The catchy song in the background captures the essence of the campaign with a line, ‘Zingadi Hai So Good, Zaraa Chakh Ke Dekh’.
Speaking about the campaign, Ajay Gahlaut, Executive Creative Director, Ogilvy Delhi said, “The youth today are a focused, driven and ambitious lot and in the process of chasing their dreams, they often tend to miss out on smaller joys of life. KFC reminds them that it’s important to take a Time Out from their daily grind and let their hair down once in a while.”
The brand has also launched exciting radio and digital promotions. For the first time ever, an innovative contest on Facebook invites consumers to design their own So Good bucket. KFC fans can unleash their artistic skills and design a limited edition bucket which will be available at the stores for 2-months. With the help of an engaging radio promotion, consumers can call and nominate their friends who are bogged down by work for a time-out at KFC. The most deserving consumer will get a free time out meal at KFC along with his friends.
TVC Details:
Duration: 50 sec
Language: Hindi / Hinglish
Creative Agency: Ogilvy & Mather
Production House: Chrome Films
Director: Amit Sharma
Lyrics: Amitabh Bhattacharya
Music: Clinton Cerejo
Manoranjan Kumar
Meet the Chinese consumer of 2020
Most large consumer-facing companies realize that they will need China to power their growth in the next decade. But to keep pace, these companies will also need to understand the economic, societal, and demographic changes shaping the profiles of consumers and the way they spend. This is no easy task not only because of the fast pace of growth and subsequent changes in the Chinese way of life but also because of the vast economic and demographic differences across the country.
These differences are set to become more marked, with significant implications for companies that fail to grasp them. Since 2005, McKinsey has conducted annual consumer surveys in China, interviewing a total of more than 60,000 people in upward of 60 cities.1 Our surveys have tracked the growth of incomes, shifting patterns of expenditure, rising expectations—sometimes in line with those of the respondents’ Western counterparts and sometimes not—and the development of many different consumer segments. Those surveys now provide insights to help us focus on the future. We cannot, of course, predict it with certainty, and external shocks might confound any forecast. But our understanding of consumer trends to date, coupled with an analysis of the economic and demographic factors that will further shape them in the next decade, serve as a useful lens for contemplating the profile of the Chinese consumer in 2020.
Manoranjan Kumar
These differences are set to become more marked, with significant implications for companies that fail to grasp them. Since 2005, McKinsey has conducted annual consumer surveys in China, interviewing a total of more than 60,000 people in upward of 60 cities.1 Our surveys have tracked the growth of incomes, shifting patterns of expenditure, rising expectations—sometimes in line with those of the respondents’ Western counterparts and sometimes not—and the development of many different consumer segments. Those surveys now provide insights to help us focus on the future. We cannot, of course, predict it with certainty, and external shocks might confound any forecast. But our understanding of consumer trends to date, coupled with an analysis of the economic and demographic factors that will further shape them in the next decade, serve as a useful lens for contemplating the profile of the Chinese consumer in 2020.
Manoranjan Kumar
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