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Frito-Lay India launches Aliva; targets 1 mn with on-ground sampling promotionFrito-Lay India, the food division of PepsiCo India, recently launched a new brand ‘Aliva’, a prod-

uct range developed for Indian consumers. The brand has planned a 360-degree marketing com-munication plan around the product’s core proposition - ‘Chatpate crackers with Wheat and Daal’.

Vidur Vyas, EVP - Marketing, Frito-Lay India, said, “We have a strong plan that incorporates all consumer touchpoints - press, tv, outdoor, etc. as well as a strong ground-level consumer engagement, wherein we aim to sample Aliva to over 1 million consumers. It is a pan-India launch and (marketing activities at) all cities will be rolled out together over the next few weeks. Our focus centres are the top towns of India.”

Axiom GEn Nxt launched the product in the Southern market with launch events in Bangalore and Hyderabad on June 22 and 27 respectively. The launches were attended by dealers and the sales force from the respective regions.

PDM takes Canon’s ‘Focus City’ campaign to tier two cities

Canon India’s ‘Focus City’

campaign, a pro-motional activ-ity to reach out to dealers, began with the metros before

being extended to tier two cities. The campaign was executed in Pune from June 4, and went on to cover Ahmedabad, Patna and Nagpur in the first phase covering tier two cities. PDM was given the mandate to handle the activity in Pune, Ahmedabad and Patna. At the time of venturing into tier two cities, Sanjay Shukla, Na-tional Head, PDM - Brand Activation, explained the selection of cities. He said, “The idea behind the ‘focus city’ campaign is to focus on those cities where the market share is low and there is good potential for improvement. In the first stage, we cov-ered the bigger cities and now we’re moving to tier two cities.” The campaign involved a ‘gyaan yatra’ followed by a dealer meet, and was supported by point of purchase, print and outdoor advertising.

Sennheiser launches new microphones in India; announces contest to engage rock bands

Sennheiser launched the third generation of its Evolution series

of microphones in India this June. The brand is expecting consumers from the live events space and the broadcasting fraternity to buy in.

Sharmila Sehai, MD, Sennhe-iser Electronic India, said, “This product goes into three sectors - broadcast companies, rental com-panies and live events. The three key things that we heard from our

customers is ‘we want easy setup’ and ‘because of the wireless nature, we need effective monitoring and sound quality’. This new range gives them all three, and is very easy to use. We have made also it very robust.”

The brand planned to showcase the products at the Palm India Expo in Mumbai followed by roadshows and workshops in cit-ies like Mumbai, Bangalore, Chennai, Delhi and Kolkata be-fore October. Also planned is a ‘You know you can rock harder’ contest. Winners will be chosen by Shankar, Ehsaan and Loy.

TIC keeps vehicles in focus for TATA World Truck range launch

TATA Motors unveiled its new com-mercial vehicles with a launch event

at the Turf Club in Mumbai, on May 29. Over 1000 associates of the TATA commercial vehicles business, com-prised mostly of dealers, attended.

TIC Integrated Marketing Services handled the launch event. Gaurav Dhal, MD, TIC, said, “The client, quite rightly so, felt that the product should be the focus of the event. The vehicles have some great new features that were important to highlight. We’ve been involved in many automobile launch events; often, the launch of the vehicle is clubbed with some enter-tainment. But in this case, we needed to maintain the trucks as the hero of the event and still present them in an engaging and interesting manner.” The set extended across a large stretch of the Turf Club lawns, with the spotlight on six variants of the trucks. The backdrop for the trucks was a multimedia wall to communicate attributes of the vehicles as they were un-veiled. TIC was also involved in the creation of audio visuals, which com-municated details about the company and the new vehicles. TIC’s Mumbai office planned the event, with support from the Delhi office for execution.

MidDay continues with Bolly-wood Lunch Contest; takes Kangna

to Killer JeansBollywood actress Kang-

na Ranaut was part of the MidDay Bollywood Lunch Contest’s latest edi-tion. She visited the Killer Jeans office in Mumbai, to meet the winner of the newspaper’s prop-erty. Interestingly, the cur-

rent edition of the contest did not involve a tie up with a recent or forthcoming movie. Instead, it tied up with the star and her upcom-ing website realkangnaranaut.com. This edition of the contest was launched on May 29, and readers were asked to answer a question on the designated date of launch for the actress’ website - via SMS. The contest was promoted through print ads in MidDay and on Ra-dio One. The winner was declared through a random selection pro-cedure, and in keeping with the afternooner’s position of Mak-ing Work Fun, the winner got a lunch date with the Bollywood star at their office. Manajit Ghoshal, CEO, MidDay Infomedia, said, “Properties such as Bollywood Lunch Contest not only effectively build the MidDay brand, but also add tremendous value to clients and create unforgettable, once-in-a-lifetime moments for audiences.”

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08Print Newsletter June 2009

Neo Sports embarks on six-city trade activity

Starting June 24, Neo Sports em-barked on trade parties for MSOs

and cable operators in Nagpur, Jaipur, Vizag, Coimbatore, Pune and Lucknow. The parties, planned as pre-cursors to cricket tourna-ments coming up on Neo Cricket from October, are being managed by Seventy Seven Entertainment.

Abhishek Verma, Marketing Head, Neo Sports, said, “We are in constant touch with our trade audience in the major cities, thanks to our presence in these cit-ies. These parties are designed to build and establish relationships with the MSOs and cable operators (in other cities), who are an in-tegral part of our distribution network. And the cricket season starts in October for Neo, with the four tournaments played in India.”

The channel holds the television rights for matches played in India.

Manoj Gopalani, Director, Seventy Seven Entertainment, added, “We will be organising an entertainment evening. However, it is main-ly a networking opportunity for the channel and the trade partners.”

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09Print Newsletter June 2009

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Zapak and Airtel engage fathers and sons with `Dad & I` gaming tournament

Zapak and Airtel engaged father-son duos with a gaming tournament ‘Dad & I’ in four cit-ies. The tournament was held across housing societies in Gurgaon, Noida, Mumbai and Ban-

galore. Plans are to take it to other cities soon. Activities began June 21 (Father’s Day), and were managed by Zapak Live, the in-house 360 activation cell of Zapak Digital Entertainment.

Arun Mehra, CMO, Zapak, commented, “The popularity of gaming in India has transcended the age barrier, and this is very evident from the amount of time spent by families gaming together either on their PC, console or online. A PC or gaming console has become common place in the entertain-ment investment made by a family - the increase in sale of consoles is evidence of this. Zapak has rec-ognized the family gaming angle and has launched ‘Dad & I’ as an attempt to log in to this popularity.”

Terming the response ‘very encouraging’, Mehra noted that an average of 100 families was participating from each society. The for-mat was such that winning families from each society would be part of a ‘City Final’ at a Zapak Gameplex, to crown a ‘City Winner’.

Semora manages launch events for Novartis

Semora Entertainment Works bagged the mandate to handle a four-city ac-

tivity, to launch two new products from Novartis Healthcare. Launch events commenced in Jaipur on June 2. Follow-ing events in Mumbai and Kolkata, the series culminated in Bangalore on June 13. Around 75 people from the com-pany participated in each launch event.

The objective was to project GalvusMET and RasilezHCT as the weap-ons that would effectively protect those affected by Hypertension and Diabetes. All events were based on a military theme, with participants at each centre being divided into regiments and each venue being con-verted into a ‘Novartis War Room’. Participants were provided with relevant gear (army caps, T-shirts, mugs and dog tags) and put through various exercises in between the program to drive home the point.

Elements incorporated included radio announcements amidst air raid sirens and bombings, and a mock shoot out at competitor brands. Rasilez was launched by hoisting a flag with everyone saluting the new ‘combat weapon’.

PDM to promote BSNL 3G services Following a pitch process, Bharat

Sanchar Nigam Limited (BSNL) ap-pointed PDM for on-ground promotions of its 3G services. Starting July 1, a two-month pilot (of the promotions) will roll out in 15 towns and cities in the north and the east. A second phase, starting Septem-ber, will see the campaign roll out in more towns and cities.

Sanjay Shukla, National Head, PDM - Brand Activation, said, “The pilot phase will be rolled out on July 1. The activities will begin simultaneously and end after two months, following which the activities for the remaining towns and cities will roll out.” The on-ground promotions would be supported by local print, radio and out-door advertising. Shukla added, “The activations in these 15 towns and cities alone could be pegged at around Rs 4 crores, while the remaining Rs 2 to 3 crores will be used for promoting these on-ground activities in the respective cities.” Other agencies that were part of the pitch were Euro RSCG, Mudra and Prachar Advertising.

Whiteleaf manages launch promos for Hippo

Parle Agro, owner of the Frooti and Appy brands, entered the branded

snacks segment with the launch of ‘Hip-po’. The brand is initially being launched in the western region. Whiteleaf Enter-

tainment won the mandate to promote the brand on-ground in Pune, begin-ning June 25. Promotions are to roll out in other parts of India from August.

Nadia Chauhan, JMD and CMO, Parle Agro, said, “The brand is being rolled out beginning from Maharashtra in the western region and will soon be available nationally. Since Hippo is initially being launched region-ally, the focus on below-the-line activities will be higher and other activi-ties will start by August. Promotional activities at the consumer level, out-doors and sampling activities for the brand will start by the end of June”.

Vikaas Kalantri, Director, Whiteleaf Entertainment, said, “The BTL pro-motion campaign includes promotions in malls, multiplexes, schools, colleges, in-shop sampling, modern trade outlets and canter promo-tions. The activity will be carried out for a duration of four weeks in Pune. We will then be covering the rest of Maharashtra and India.” The promotions began on June 25 in six malls and multiplexes in Pune. Hippo has been launched in packs priced at Rs. 5 and Rs. 10.

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MY FM conducts second edition of property fair Ashiyana in Bhopal

My FM Bhopal conducted the second edition of its property

fair, Ashiyana. The first edition was held in 2008. The three-day fair was being organized at Dush-hera ground from June 13.

Visitors to the fair were being promised the latest update on ex-isting property rates, and a host of schemes launched by MY FM

and the State Bank of Indore for people purchasing property at Ashiya-na ‘09. The schemes included zero processing fees, free life insurance and 0.5 percent concession on interest rates.

Harrish M Bhatia, COO, MY FM, said, “It is My FM’s constant en-deavor to not only bring entertainment to the life of the people but also a meaningful difference. Our think tank is working 24/7 to translate our vision of becoming an FM channel that our stakeholders associate with not only quality entertainment but also enduring value. We want to bring meaning to Radio, and Ashiyana ’09 is in line with our phi-losophy at My FM.”

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Dabur and My FM create talent hunt to promote new Flower Magic hair oil

Dabur and My FM have come together to promote Dabur’s new product Flower

Magic hair oil with ‘Magical Female Voice of Punjab’. The talent hunt commenced in Chandigarh on June 16. Over a 41-day period, the hunt will cover Chandigarh, Ludhiana, Amritsar and Jalandhar.

Harrish Bhatia, COO, My FM, said, “This is the first time in the history of FM radio that such a collaborative effort has been rolled out for a brand launch. Being used as a preferred partner and medium for a brand campaign, it will prove to be a path

breaking instance in radio.”

Winners from the four city legs of the talent hunt will qualify for a ‘grand finale’ in Chandigarh on July 19. There will be one winner per city from the city legs. There are three rounds of auditions in each city leg of the talent hunt. The Chandigarh leg was held from June 16 to 21, with more than 300 participants. The next city to host the talent hunt was Ludhiana, beginning June 23.

Fever partners Fosters to create ‘Art of Chilling’ platform in DelhiFever FM and Fosters partnered for an ‘Art of Chilling’ ini-

tiative, essentially a series of parties in June. The radio sta-tion hosted a party each weekend at a popular venue in Del-hi, to promote a ‘chilled out’ experience over Fosters beer.

On the initiative, Neeraj Chaturvedi - National Marketing and Promotions Head, Fever FM, said, “We are happy to partner with Fosters to create this unique experience for the youth of Delhi. The Art of Chilling concept goes well with our audience and with the brand philosophy of Fosters, and is a perfect example of radio providing a 360-degree solution to clients.”

Describing the ‘Fosters Art of Chilling’ experience, Chaturve-di added, “We usually pick a popular hang out, and the house band or DJ is the entertainment for the evening. We also in-volve audiences in fun games which they can play with their part-ners and also promote and sample Fosters beer at the party.”

The series of eight parties commenced on June 6. The station was con-sidering such parties outside Delhi as well.

Radio City banks on kitty parties to promote women-oriented shows in DelhiRadio City is riding on the popularity of kitty parties in Delhi to promote its mid-morning (11

am to 2 pm) show ‘Ladies First’. The show is targeted at the typical kitty party audience. RJs are promoting the show through ‘City Ki Kitty’, a campaign which began on June 15.

The campaign, divided into two phases over two months, has RJs visit-ing two kitty parties every week till the end of July. City Ki Kitty will cul-minate in a grand kitty party in August for the station’s women listeners.

Rana Barua, EVP and National Head-Programming and Marketing, said, “We at Ra-

dio City always believe in providing innovative and new initiatives to our listeners. And going by the fact that Ladies First is one of the popular mid-morning shows, we decided to offer something different and exciting to our women listeners. Also addressing the fact that ladies in the city are party hoppers, this is a unique way of connecting them on air and offering them the best of the party times.”

Basis response received, Barua noted that the station might continue the campaign for a longer duration. The campaign might even make a comeback a few months after the grand event, he said.

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10Print Newsletter June 2009

LG partners Marketing Solutions for multi-city mall activation

LG’s range of LCD televisions are based on the USP of ‘vivid and clear

motion picture’. The brand reached out to customers at malls to demonstrate the promised picture quality. Marketing So-lutions conceptualized and created demo stands for the brand. The activation be-gan on June 4, and was held for a fort-night in Delhi, Mumbai and Bengaluru.

Poonam Lal, Managing Partner, Marketing Solutions, said, “The multi-city mall activation is spread across nine malls in three cities. The activation is aimed at educating customers of LG’s advanced LCD panels, equipped with Inplane Switching Technology. The technology ensures vivid and clear pic-ture quality. Therefore, we thought it best to demonstrate this by a direct com-parison with a competition brand’s LCD (the name of the brand was hidden).” “A simple module of demonstrating the technology superiority of LG LCD panels versus other panels was conceptualized. The idea was that the customer should physically experience this difference,” added Lal.

Max New York Life partners P9 Experi-ence for cricket activation in malls

Max New York Life, an associate spon-sor, wanted to build on its associa-

tion with the T20 World Cup in England. The activity involved a ‘mini’ game of cricket created for visitors at malls across Mumbai, Ahmedabad, Surat, Nagpur and Pune. It was executed by P9 Experi-ence, a vertical of P9 Integrated.

The activity began on June 6 in Mumbai, and moved to other cities thereafter. It concluded in the weekend of June 13 and 14. The mall activa-tion integrated with the brand’s campaign ‘Karo England Ka Iraada’ for the World Cup. The brand targets a TG of SEC A/B between 30 to 45 years for its Smart Xpress Growth Plan, which was at the centre of the activity.

A cricket game set up was created in malls. To play, one had to fill up the lead generation form and send an SMS to a specified ESPN number. At the game, a representative batted while a family member bowled. Each family got three balls to play. Winners were judged on the basis of wickets hit.

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11Print Newsletter June 2009

Tetra Pak supports environment with in-store `recycle` initiativeThe CSR initiative began on World Environment day, June 5, at Hypercity outlets in Mumbai. Tetra

Pak promoters engaged shoppers at a kiosk with the message of recycling. Consumers brought empty Tetra Pak cartons and deposited them in a collection bin. Promoters explained to them the process of recycling - where the carton gets processed into paper and raw material used to make stationery.

Jaideep Gokhale, Programme Head - Food for Development Office and Environment, Tetra Pak, South Asia Markets, said, “The paper from the cartons are used in creating books, pens, table mats and other stationery and household utilities, which the consumer can buy back at a very reasonable price. Not only is the quality of these products better than those made from non-recycled paper, but it also costs less.”

While the promoters and kiosks were on for 10 days, the collection bins have been set up permanently. Tetra Pak has taken the initiative a step further, by providing two bins - one for Tetra Pak cartons and the other for other bottles and containers that can be recycled. The intent was to extend the activity to more supermarkets in Mumbai and other cities. Gokhale explained, “The idea is not to confine the initiative just to the occasion of World Environment Day. We will be looking into how we can scale up the activity once this program is completed.”

The brand is also looking to extend a similar program to schools. Gokhale revealed, “We’re going to take a similar program to schools in Delhi and Bangalore in June. We’re looking to target close to 30 schools in each city and reach out to at least 50,000 students through the activity. We might even extend this to housing societies after that.” The in-store activity at Hypercity Mumbai was handled by PDM.

Reliance Digital celebrates second an-niversary with ‘LIVE @ Digital’

Reliance Digital, an arm of Reliance Retail, celebrat-

ed its second anniversary from June 11 to 30. Activities cov-

ered 13 stores in Bengaluru, Hubli, Navi Mumbai, Hyderabad, Gurgaon, Ghaziabad, Kolkata, Delhi, Nashik and Jalandhar.The in-store celebrations were planned around ‘technology’. Activities included a ‘Technology Digital quiz’ and ‘Click your-self’, a specially designed game for families and groups. Oth-er elements of the celebrations were a ‘Memory game’, ‘Kara-oke’ (for generating awareness on LCD TVs, PS2s and laptops as karaoke stations), ‘WHO AM I???’, ‘Budding stars of Digi-tal’ (talent show for kids), ‘Tol Mol Ke Bol’ and Dumb charades.

A property was created with a logo for RDRL events, known as ‘LIVE @ Digital’. Brands at the store decided to ride the anniversary band-wagon. Console game developer Milestone Interactive planned a ‘Play-station Challenge’ by engaging visitors in gaming zones, while Canon introduced photography classes at the stores.

Youthopia: Central promotions target youth in six cities

Lifestyle store Central embarked on Youtho-pia, billed as a youth festival of fashion, ac-

cessories, gizmos and celebrations. Youthopia kicked off on June 20 across Central’s stores in Mumbai, Pune, Hyderabad, Gurgaon, Bangalore and Vadodara. The promotions, alongside a sale at the stores, and will end on July 4. Events include ‘War of DJs’, ‘Bat-tle of Bands’, ‘Hip Hop Dance Competition’

and ‘Voice of Central’. The choice of events was customised by city.

“While a Hip Hop Dance competition will work in Mum-bai, the same will not hold true in Vadodara. We have tweaked the events for each city, and have even tried to add the local flavour,” pointed out Central’s Jaylaxmi Kumar.

Kumar added, “We have three such major events and promotions in our annual calendar. While one is targeted towards the youth, one is in the summers and the other is targeted towards women shoppers,” she added.

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‘Runners For Life`, a Bengaluru-based runners club, will manage the BSA Hercules Duathlon in the city on June 14. The race is billed as the first duathlon - running and cycling event - in India.

TI Cycles India, manufacturers of BSA and Hercules bicycles, is the title sponsor. Organisers have also roped in Nike, Radio Indigo, Inventure Academy, All Sports magazine, Cafe Coffee Day, Sangeetha Mobiles and Manipal University as part-ners.

KC Ramamoorthy, GM - Retail, TI Cycles, said, “We are committed to the cause of cycling. In India, the cycle is mainly used as a mobility device, and we want to promote it as a recreational lifestyle that aids your fitness as well. Through this sponsorship, we intend to reach out to the professional as well recreational cyclists partaking in the event.” Runners for Life has partnered with Ride a Cycle foundation for the du-athlon. There will be three race categories: 10 km running plus 20 km cycling (split as 5 km running - 20 km cycling - 5 km running); 5 km running plus 10 km cycling (split as 2.5 km running - 10 km cycling - 2.5 km running); and a children’s event. Entry fee is Rs. 625 per participant.

13Print Newsletter June 2009

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TVS to organize ̀ Apache Racing Experience` in Chennai, Pune and Delhi

The Apache series, positioned as the racing class of bikes from the TVS stable, is being promoted through a 360-degree marketing campaign. Promotions involve on-ground connect through an ‘Apache Racing

Experience’ event property.

Arun Siddharth, Product Manager - Motorcycles, TVS Motor Company, said, “Racing has been an engi-neering hotbed for our company, and all our communications for the Apache brand has revolved around racing. Most importantly, our core TG for the series comprises of ‘performane seekers’, and are not impressed just by the looks of a bike.” The previous edition of ‘Apache Racing Experience’ was held in March at Palace Grounds in Bangalore. The next is scheduled for July and will be held in Chennai. Following the Chennai edition, the brand is

keen to take the event to Pune and Delhi within the third quarter. An event agency is usually appointed to execute the event, while the ideation and creatives are handled internally by TVS. ‘Apache Racing Experience’ comprises of training by experts, performance showcase by racing experts and contests for participants. The quarterly, day-long event attracts 300 to 400 product owners, and the number of pariticipants partici-pants is kept down to 60. Participants also pay for these ‘invite only’ events. “This event also allows to choose our prospective set of drivers for our racing team, who will then be further groomed at our training grounds,” Siddharth added.

Royal Enfield embarks on sixth edition of Himalayan Odyssey

Royal Enfield flagged off its sixth Himalayan Odys-sey on June 13, from India Gate, New Delhi,

with 62 bikers. The annual event is an adventure bik-ing expedition spread over 15 days. The motorcycle company plans to organise mini-odysseys in various parts of the country. It in- tends to launch Nepal Od-yssey, a Southern Odyssey and a Rajasthan Odyssey within this year. These will be of smaller durations. Shaji Koshy, Head, Sales and Marketing, Royal Enfield, explained the company’s communication strategy. He said, “We prefer to in-teract with our fan base through our websites and forums, and such rides. These help us to understand the pulse of our core TG”.

Speed Indian National Rally Championship 2009 in CoimbatorePro Sports Promotion and IMG Sports (part of the India Mines Group) won the man-

date to promote and televise the Indian National Rally Championship (INRC) for three years. The property is managed by the Federation of Motor Sports Clubs of India (FMSCI).

Organizers have roped in Bharat Petroleum as Title Sponsor for this year’s event, and Cafe Cof-fee Day as an Associate Sponsor. This year, the rally will travel to six cities, starting from Coim-batore on June 26. Rallies in Bangalore, Kolkata, Nashik, Chikmagalur and Shimla are to follow. The Himalayan edition (Shimla) is billed as ‘the crowning glory’ of this year’s event, as the terrain will be used in the INRC after more than a decade. MAK Lubricants from Bharat Petroleum is the Title Sponsor for the Coimbatore edition.

Anna Manwaring, from Pro Sports Promotion, said, “We are not only promoting this particular rally, we are also putting a big push to-wards promoting rallying as a sport in India. We have a vision of bringing Asia Pacific Rally Championship (APRC), followed by World Rally Championship (WRC), to India. I have spoken to WRC officials, and they are keen on bringing the property to India. But, we will have to give them infrastructure of international standards. This year, we have already invested in installing state-of-art tim-ing equipment, transponders, etc., which are to the levels of WRC. So, we are trying to run this sport on international standards. More-over, we are certainly concentrating on making the sport more television and spectator friendly, and having car manufacturers on board.”

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Bengaluru to host `India`s first` duath-lon on June 14