BMMBox.com _ Monthly Archive

Meru Cabs, the new cab service in India is proving out to be more than a transportation boon. The cabs have re-invented the term transit media and have created a positive impact on the OOH space.

Meru has recently been associated with the movie ‘Toh Baat Pakki’ and has also been associated with brands like Tata Green Batteries, ING Vysya, CIDCO, UTI Mutual Funds, Colors channel, Bharti AXA Life Insurance, Tata Photon+, The Week, and Charagh Din in the past.

Gavin D’abreo, Vice President, Sales & Marketing, Meru Cabs, explained, “We see movies as part of the media and entertainment space that we would like to explore. ‘Cabvertising’ generates more immediate saliency than other outdoor options, as is seen in the usage of bus panels by film marketers. We are exploring this segment aggressively this year.”

For the promotion of the movie, ‘Toh Baat Pakki’, Meru had decorated its cars with flowers to resemble a ‘wedding car’ since the film revolved around the concept of wedding.

D’abreo said, “We are happy to be associated with a project like ‘Toh Baat Pakki’. The innovation of dressing up our cabs with flowers has been noticed across Mumbai. We look forward to doing many such innovations within the entertainment industry.”

Speaking about their future plans, he added, “Meru plans to develop and get more innovative in terms of its ‘cabvertising’ services. We are looking at the feasibility of using varied materials such as Lit Vinyl and 3D Vinyl to enhance the impact of the branding. One of the features that are being looked at currently is introducing a system that can measure the impact of cabvertising on audiences. Meru is also looking at putting up an LCD display option. Meru plans to double its fleet size from the existing 4,500 to 9,000 cabs within a year as part of its plan to become a pan-India player. Other than the cities in which we are currently operational, such as Delhi, Mumbai, Hyderabad and Bangalore, Meru plans to foray into cities like Kolkata and Chennai.”

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Tags: adidas, adidas india, bachelor mass media, BMM, ogilvy, ogilvy india

Adidas appoints Ogilvy India for its 2010 campaign

Posted on 13 March 2010 by BMMBoxer

Adidas India has appointed Ogilvy India to work on its new campaign for 2010. The account was won by Ogilvy after a multi-agency pitching process. Prior to this, TBWA\India was working with the brand.

Other agencies who pitched included TBWA\India, along with Ogilvy India and Contract Advertising.

Adidas wants to create a campaign around the upcoming ICC World Cup 2010 and has already briefed Ogilvy about it. According to industry sources, Ogilvy has already started its work on the campaign.

Carat India remains to be the media partner and Iris continues to be the retail marketing partner for Adidas India.

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Tags: bachelor mass media, bharti airtel, bharti airtel digital, BMM

Bharti Airtel ventures into Digital Media Biz

Posted on 13 March 2010 by BMMBoxer

Bharti Airtel, one of Asia’s leading providers of telecommunications services has decided to step into digital media business. The company would distribute content to a range of users like producers and media companies. The officials made it clear that they would not generate content, but act like a third part association and make it available for potential users.

The prospective target group would include animation and gaming firms, news channels, cinemas and banking institutions.

Sanjay Kapoor, CEO, said, “There is a clear demand for secure digital distribution capability across multiple platforms. Airtel Digital Media Business will help establish India as an innovation hub for global content and format delivery.”

The company will concentrate on content gathering and distribution services to television channels, along with complete content management services such as playout, archival, collocation and storage. An integrated delivery and aggregation platform would also be a part of the deal where the content can be repackaged for all formats.

“The company’s digital media business is integrated with our global network of submarine cable systems, international points of presence and our content delivery network services,” concluded Rajan Swaroop, executive director of Enterprise Services.

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Tags: Bachelor of Mass Media, BMM, dominos, dominos pizza, dominso india

Indian markets expected to be in top 5 earners: Dominos

Posted on 13 March 2010 by BMMBoxer

Domino’s Pizza, the US based food giant has rolled out statistics as well as the company’s future expectations from Indian markets. India currently features in the top 10 markets for the pizza store and has proved to be the fastest growing market in 2009-10 with a total of 65 new stores opened in India.

India is expected to be among the top five earning markets in the next three years for the pizza giant.

J Patrick Doyle, CEO, Domino’s Pizza President said, “The Indian market is the fastest growing market for Domino’s. Today, we are launching the 300th store in the country. It is the 9,000th store worldwide. As of now, India is among the top 10 earners for Domino’s. In the next three years, we expect India to be among the top five earners.”

The company anticipates revenue of Rs 420 crore and a profit after tax of Rs 32 crore for the yr 2009-10. Dominos strategy in the Indian market has been to penetrate in Tier-II and -III cities.

Ajay Kaul, CEO, Jubilant FoodWorks, “Currently, 20-25 per cent of our revenue comes from Tier-II and -III cities. In the next five years, we expect this number to increase substantially as we will be opening many more stores across the country.”

Jubilant FoodWorks, a Jubilant Group company, holds the master franchisee rights for the Domino’s Pizza, for India, Nepal, Sri Lanka and Bangladesh.

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TBWA India bags NewsX account

Posted on 13 March 2010 by BMMBoxer

NewsX, a 24 hour rolling news television channel in India launched in 2008 has appointed TBWA India as its integrated communication partner. The account is estimated to be worth Rs. 15 crore. Earlier, the account was handled by McCann Erickson.

TBWA won the account after a multi-agency pitch. Lowe and McCann Erickson were among the other agencies who pitched for the account.

NewsX intends to refresh the brand image and re-position itself in the minds of its TG. The channel has also made some new appointments in the top management, hoping to re-construct a fresh view for the channel.

NewsX is a part of INX Network.

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