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EE News Desk
At the onset of the school re-opening season, Tata Motors recently showcased a complete range of school transport solutions at the St. Joseph’s Indian High School Ground, Bangalore on Saturday, 13th June 2015 from 11 AM to 5 PM. The school bus expo being organized by Tata Motors exhibited the company’s entire range of school buses and vans namely the Iris, Magic, Winger, CityRide EX, Starbus and the Starbus Ultra. Under these brands, a wide array of products ranging from 3 seater – 68 seater school children transport vehicles were also showcased at the venue. All Tata school buses including the Ultra, which is the flagship product are incorporated with class leading safety features and comply with the ‘to be introduced Bus Body Code’ norms. In addition to the range of school buses, Tata Motors also showcased the Tata Skoolman, a telematics based tracking solution, aimed at addressing pressing concerns over student safety during school bus travel. The Tata Skoolman not only enables additional safety for school children, but also enables more convenience for parents and more efficient fleet management for schools and bus operators. Commenting on the occasion, Mr. Mukund Krishnamurthy, Regional Manager (South), Tata Motors Limited, said, “As the largest manufacturer of school transport vehicles in India, Tata Motors has always been at the forefront of encouraging safety during school bus transit. With the schools re opening in Bangalore, we want parents, schools and fleet owners to be able to see the range of safe school transport solutions the company has to offer.” According to Mr. Sandeep Kumar, Business Head (Commercial Vehicles – Passenger), Tata Motors Limited,“At Tata Motors we are focused on introducing products which are comfortable and safe for children, we also understand that safety of school children is largely dependent on the people involved in school bus transit – drivers, school bus staff, parents and most importantly school children themselves. In order to create awareness about all aspects of child safety, Tata Motors has launched several special initiatives such as Hamare Bus Ki BaatHai’ and ‘Dream It to Win It’. These initiatives are meant to familiarize, train and sensitize all stakeholders, in various aspects of child safety during school transit.” Under the Hamare Bus Ki BaatHai school bus safety program, Tata Motors has trained over 15,000 school bus staff across 41 cities, 295 schools, through 302 sessions. Since its inception the program has helped in creating a sense of involvement among participants, increasing awareness about their duties and responsibilities, maintaining personal hygiene, general etiquette and behavior, and also taking necessary measures in case of accidents. Furthering this initiative, Tata Motors now aims at sensitizing parents about the ‘Hamare Bus Ki BaatHai’ initiative to better understand safety concerns during school bus travel, in turn prompting parents to impart behavioral training during school bus travel and to take necessary measures in case of accidents, also giving care givers time to react and help keep children safe. Tata Motors understands that parents of children are like any other bus customer. They want to be informed and want the bus provider to be responsive. Recognizing that all these issues are important for parents, Tata Motors has devised ‘the Safest School Bus concept’, with technology as the backbone. The safest school bus concept incorporates some unique safety features in a Tata Motors SKOOL BUS 2 cameras fitted, one on the front windshield & one in saloon area Monitor to capture & display real time images DVR System with built-in GPS sensors Supports up to 64 GB Micro SDHC card for recording Rear view camera with display monitor mounted on the dashboard Roof mounted flashing lamps which will flash as soon as the door is opened Door buzzer & indicator on dash board Electronic front destination board Stop request switch on each seat location Apart from these technology rich features, Tata Motors SKOOL buses are also fitted with comfortable seating, chin guard, stop sign on passenger door, 2-point lap seat belts, one row roof grab rail handles, fire extinguishers, rear high mount stop lamp, rear breakable windshield with hammer.
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Advertisements on television became a raging sensation immediately after their inception as not only did they have the ability to address the variety of masses at the same time but also because of the fact that they resulted in high recall value for the brands. But down the years advertisements have somewhat lost the interests of the viewers and today they are mostly looked upon as the barriers between anavid viewer and the main content of the televised program a viewer eagerly waits to see. The shift in the trend has not only forced brand marketers of consumer products to add an experiential leg to an overall marketing campaign but this has also significantly impacted the television channels. Forcing them to get creative in terms of their own marketing techniques, which so far were limited to the replay of advertisements of their own shows on their own channels. Many TV channels after witnessing the shift moved on towards using print media as a medium to better market themselves. Hence, towards the early 20th century most entertainment television channels were seen advertising about their upcoming shows and movies through front page of major newspapers in the country. However, when even the newspapers moved towards the digital era,a newer change in the marketing process has been observed lately and a demand for television channels to experientially woo their audiences was rightly felt. A few early adapters of this change ventured into experiential as a reason of this demand and today are enjoying a distinctive identity and widespread popularity over other tv channels of their category. A notable example in the category is MTV India which was always looked upon as a music television channel but lately managed to create a connect with the youth of the country through their diverse campaigns such as MTV Campus Dairies, Karobonn Bloc Party, MTV Bollyland. Selfie Challenge among others. Their initiative MTV Coke studio has too garnered unabashed success and is an audience favorite today leading to unfathomable success for the channel. Another example of the same is the English music channel VH1 which after associating and creating an IP VH1 Supersonic has become the synonym of western, rock, metal, trance and unconventional music in the country. The Zee channel group has also understood the importance of creating consumer experiences over the years, their campaigns as a group or even individual channels be creating a misunderstood score board during the ICC World Cup 2015 or promoting the kids shows aired on their channels through mall activations and kids’ activities have all resulted in the audiences feeling more close and connected to the channels which in turns results in a positive brand image for the channel and increasing viewership quotient. Other channels like Sony, Pogo and Star Plus can also been seen joining the bandwagon recently with their respective initiatives for such using drones SankatMochanBahubali Hanuman, Science exhibitions and Star Parivar Meet and Greet Initiatives. Movies Now as an English entertainment channel too promoted the promoted “The Wolf of Wall street” premier through an array of installations at Goafest. As a result the movie became one of the most watched premiers in the history of television. Clearly the effect of experiential is visible and cannot be overlooked anymore by television channels. Television channels marketing managers should realize that experiential campaigns have truly emerged as the need of the hour if they have to make their presence felt in the minds and hearts of the audiences today. With the revolution of information technology and the excess of information availability around the audiences, it will need more than a traditional marketing route for a channel to successfully market itself. And with the world of experiential marketing full of opportunities to explore it is a must for every television channel today to hop on the journey of creating unique experiences for viewers and join the war of creativity to successfully market themselves.
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Mumbai Duty Free, DFS the airport store in Mumbai wanted to design a summer activity campaign which aimed towards targeting International travelers during the vacation season. The main objective for Mumbai Duty Free, DFS through the activity was to increase store penetration resulting in increased sales with enhanced awareness on various promotional offers. To this The Brand Brewery came up with a unique summer activity campaign to meet the demands of their clients. TBB came up with an idea to create an installation of Gateway of India in chocolate finish & place it in the chocolate section of Mumbai Duty Free shop as it fetches the maximum sales & footfalls apart from liquor section. The idea of Gateway of India installation was born from the thought that it is not only the symbolic representation of Mumbai but is also an integral part of Mumbai Duty Free, DFS logo. This display was a piece of modern day art resonating the rich history of Mumbai in chocolate form. The detailed working & a chocolate finish gateway showcased TBB’s production & execution prowess. Also TBB executed other activities to engage with travelers for them to spend time on floor & where we get a chance to communicate to them various offers in an interesting way. Among other engagements an act by Charlie Chaplin was also organizedto engage kids through fun & entertaining activities while their parents can spend some extra time at various sections at Duty Free floor. Adding to the frolic was a caricature artist who was stationed at MDFS, he created instant caricature portraits of travelers which were given away as a free memorabilia to them. Also to engage women travelers, a Nail Art expert was stationed at Beauty section. The activity proved to be highly beneficial for MDFS, thereby leading to achieve the key objective of the brief. As a result the store recorded the highest sales figure ever since it’s opening in Feb 2014.
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Reconnecting with senses and rediscovering the nuances of life is the essence of Kitkat’s new variant KitKat Senses which as a product marks the enrty of Kitkatinto the premium category of chocolate brands in the country. With the ambience of frolic and the tagline of KitKat “Treat Your Senses”, embedded in its ethos the brand looked towards creating engaging experiences for its target audience. To meet the objective Vibgyor Brand Services came up with the concept of creating Break Free Zones with free Wi-Fi facility for students to relax during their college festivals. A time when students are charged with energy and overloaded with the stress of a perfect execution. As part of the engaging activity fun engagement games like eating chocolates without using hands, relaxing foot massager were organized for the students to reconnect with their senses, giving meaning to the product itself i.e. new chocolate KitKat Senses. The one month activity was organized in various colleges of Delhi & NCR and lead to a massive rage among students who shared their “Treating Their Senses” moments through the use of social media. - See more at: http://everythingexperiential.com/vibgyor-engages-college-youth-through-kitkat-treat-your-senses-activity/#sthash.cRbkwenn.dpuf
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The Ambience Mall Gurgaon and Ambience Mall VasantKunj recently kick-started its three day long musical fest ‘Fete De La Musique’ to celebrate World Music Day. Renowned bands from across the Music Hemisphere gathered here to celebrate this day. There were Live performances by Delhi based acoustic Entertainers Chizai, Dinero- a myriad of percussion instruments , and Fuzz Culture- winners of Asia’s first independent music awards VIMA, at Ambience Mall VasantKunj. Acoustic artists from the bands like Maps- the music storytellers, Hans Raj Projekt- a name that defines fusion music and Shadow and Light spread their magic at Ambience Mall Gurgaon. Music fanatic turned up in huge numbers to listen to Fuzz Culture, winner of VIMA Asia awards. The audience hummed to the tunes of some of their songs. Speaking on the event Mr. Arjun Gehlot, Director, Ambience Mall – Gurgaon &VasantKunj said ‘World Music Day is a worldwide event and we are delighted to organize Fete De La Musique this time in our malls. Music spans different languages and continents, generations and communities, provide a steady heartbeat of joy, inspiration and healing. To showcase various shades of music, the musical extravaganza at our malls will cover all genres of performers including Indian, Classical, Instrumental, Vocalists, Sufi, Rock, Pop, and Electronica. The thought behind the event is to celebrate together the power and beauty of music. We hope to make this into an Annual Musical festival that will have people coming back for more each year.” Shadow and Light summed up the spirit behind World Music Day by saying, `Music is one of the few things that cuts across the artificial differences of race, language, religion, culture and nationality in this world. Music shows us that, deep inside, we all share the same dreams, hopes and desires. Make music, not war!’
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Advertising honcho and ex Chief Operating Officer of DDB Mudra, Pratap Bose, Outdoor and Experiential guru Mandeep Malhotra, Arjun Reddy an entrepreneur who owns and runs a diversified portfolio of businesses, and Pradeep Uppalapati, who was a Senior Director and India Lead for Global Corporate Development Team at Accenture, team up to launch India’s maiden advertising conglomerate ‘The Social Street’. Positioned as a digitally driven agency, The Social Street embraces the best in technology processes and systems, across its service offerings which include Branded Content & Entertainment, Shopper Marketing, Media, Out-of-home, Retail, Sport Marketing, Events & Promotions, Rural Marketing, Trade Marketing and Youth Marketing, with operations in Mumbai, Delhi and Bangalore. The conglomerate will add Advertising, Digital and Social to its offerings by the end of the financial year with more offices spread out across the country. The name ‘The Social Street’ springs from the thought that every brand’s story starts on the street. They are inspired by the lives of consumers. They are born on the crossroads, where the lives of consumers meet the purpose of the brand. In today’s world that thrives on co-creation, two of advertising’s most sought after names – Josy Paul, Chairman & CCO, BBDO India and Bobby Pawar, Director & CCO, Publicis South Asia came in to help with the name and the brand identity respectively, of The Social Street. On the launch of The Social Street, Pratap Bose, Managing Director and Chairman said, “Everybody today wants to start something they can call their own. Something they can create from scratch. And thankfully for me, this dream has come true. It’s been a year of hard work and patience, but the fruits of it have started to pay off. This wouldn’t have been possible without Mandeep, Arjun, Pradeep and all the employees who have put their faith and trust in me. I would also like to thank Josy and Bobby especially, for helping out in their own affectionate way. A big thank you to all my friends in the media, advertising and marketing fraternities who have helped and provided me invaluable guidance. Our aim at The Social Street is to find, tell and amplify the stories that are inspired by the lives of consumers and intersect them with brands. We are here to connect the streets that make brands social. And nobody will be able to navigate these streets as well as we can. Here’s to a crazy ride with The Social Street.” Mandeep Malhotra expressed his sentiments by saying, “I am very excited and am looking forward to being a part of this unique agency and hope to build The Social Street into one of the hottest agencies in the years to come ’’ Speaking on the occasion, Pradeep Uppalapati quoted “Social Street is an agency that is capable of addressing the entire suite of client marketing requirements. It is all about latest technologies and processes to offer our clients nothing but the best. Our strong and diverse team is fully geared up with fresh and innovative ideas to serve our clients. I am really looking forward and excited to be working with Pratap and the team. This will be one of the most exciting journeys of my professional career so far” Voicing his excitement about the agency Arjun Reddy said, “ I am personally very excited about this venture and looking forward to the exciting times ahead of all of us. I am very confident that we will be creating immense value to our clients in this space”
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Global communications consultancy firm Maxus has won 5 awards at the prestigious Asian Marketing Effectiveness and Strategy Awards. The glittering award ceremony that took place recently saw over 600 entries contending for top honours. India had a total of about 15 shortlists across different agencies out of which 6 were from Maxus India. Maxus India won 2 silvers and 1 bronze award for Tata Tea Power of 49 Campaign and 2 bronze awards in the data analytics and retail analytics categories too. An elated Kartik Sharma, Managing Director, South Asia Maxus commenting on the win said,“Maxus has always made strong, enthusiastic and consisted efforts to achieve the best and future ready in a digitally competitive market where every agency is striving for better than the best. We at Maxus believe these wins have given us an overall and stronger edge in the market, helping us bring unlimited satisfaction to our existing clients and bring new clients into the fold. We are of course ecstatic about the wins! We would like to share the credits with Tata Tea who have believed in the idea and the entire team who has put in the hard work over the years. These wins also prove beyond doubt that Maxus has an undying spirit of wanting to deliver the best for our clients always and keeping them involved at the levels without any hesitation.” Result Category Title Agency Advertiser Silver Media Strategy – Non-Alcoholic Beverages Tata Tea – Power of 49 : The media movement that changed the role of women in Indian elections Maxus Tata Global Beverages Silver Media Strategy – Integrated Use of Media Tata Tea – Power of 49 : The media movement that changed the role of women in Indian elections Maxus Tata Global Beverages Bronze Data & Analytics – Business Intelligence (BI) Retail Expansion Contraction Maxus Maxus Bronze Data & Analytics – Multiple Data Sourcing/Merging I Know Which Half of MyAdvertising is a Waste Maxus Maxus Bronze Media Strategy – Media Strategy for National Brand Development Tata Tea – Power of 49: The media movement that changed the role of women in Indian elections Maxus Tata Global Beverages
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Nissan and PlayStation will once again be searching the virtual world of Gran Turismo 6, for a real world racing driver. The GT Academy prepares for its biggest year yet and once again offers gamers the chance to live the dream as a NISMO Athlete. GT Academy India Live Qualifying will begin on June 5th 2015 in Delhi and will proceed to Mumbai, Bangalore and Chennai as per the following schedule: City Dates Venue Delhi 5th – 7th June DLF Place, Saket Mumbai 12th- 14th June Infinity 2, Malad (West) Bangalore 19th – 21st June Phoenix Market City, Whitefield Chennai 26th – 28th June Express Avenue, Royapettah GT Academy Online Final Qualification round commenced on 2nd June 2015 and concludes on the 16th June on Gran Turismo 6 for PlayStation 3. Online gamers will have an opportunity to drive the Nissan GT-R LM Nismo as a part of qualifying. Ten winners from the Live Events will then join ten winners from the online game at the Indian National Final to be held in July 2015, with the chance to grab one of six places at the famous Silverstone Race Camp. Last year over 5000 gamers from all over India competed against each other in the race to the GT Academy final race camp. Six fastest contestants from the National Final in India then made it to Silverstone to compete with the winners from other regions. Abhinay Bikkani, one of the finalists from India last year, is currently racing in the Nissan Micra Cup in Canada. Announcing the second season of GT Academy in India, Guillaume Sicard, President – Nissan India Operations said, “ When we speak about innovation and excitement at Nissan, we not only mean our cars but go beyond that with initiatives like GT Academy. Over the years, the competition has given aspirants and dreamers an opportunity to race real racing cars on tracks all over the world. We are glad that we were able to fulfil one Indian’s dream last year and proudly launch the GT Academy 2015 today in India.” A new competition, ‘GT Academy Asia’, will also be launched for 2015. The Asian region will feature Thailand and India, both of which were introduced to GT Academy in 2014 as part of the International competition, and will also be open to gamers from Indonesia, the Philippines and Nissan and PlayStation’s homeland, Japan. The winner of the GT Academy in Asia will bag an opportunity to race at the Dubai 24hrs in January 2016. The 2015 GT Academy competition will be the biggest year yet for the virtual to reality competition. Gamers from up to 24 countries around the world will be able to enter, with GT Academy International and Asia reaching a staggering 2.2 billion potential entrants. Nissan and PlayStation are looking for the very best to progress from virtual racing to the real world of racing for Nissan. Since the first GT Academy competition in 2008, millions of gamers have competed for the life-changing prize of becoming a professional racing driver. Former GT Academy champions Lucas Ordoñez and Jann Mardenborough have both enjoyed considerable success as professional racers and this June will compete for Nissan at the very pinnacle of motor sport in the LM P1 class at the famous Le Mans 24 Hours while Mark Shulzhitskiy, previous GT Academy winner for Russia will be driving the Nissan GT-R LM Nismo at the legendary endurance race. NISMO Athlete Ricardo Sanchez, is enjoying the life-changing journey of GT Academy and is currently racing a Nissan GT-R NISMO GT3 in the prestigious Blancpain Endurance Series in Europe. Such success proves that winning GT Academy is a genuine opportunity to launch a dream career as a racing driver. For more information about GT Academy India including how to enter and the location of Live Events please visit: www.nissan.in/innovation/gt-academy |www.facebook.com/nissanindia | #RacingDriverWanted
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Vibgyorbrand services, experiential marketing agency specializing in brand activation and consumer engagement programs recently appointed Abhishek Thakur, as the new General Manager for their Delhi Office. Abhishek has more than 14 years of experience in media houses like Times of India, Star India PvtLtd along with several agencies like Solutions Digitas, Leo Burnett. He had worked on several projects like launch of Hitachi Global Storage technology, Intel Core2duo Asia Pacific launch, etc. He was also part of creating and executing various shows on Zoom Tv such as Max Style Series , Femina Miss India, Zoom Holi Party and Red carpets for Friday releases. Sharing his experiences on the new innings in his career Abhishek said, Vibgyor has created and executed array of experiential marketing ideas for numerous brands across different verticals. Just like the name itself, the company has excited and involved the clients and its consumers across the length and breadth with integrated marketing solutions, now with the opportunity given to be part of it, will try and add to the sheen while getting involved in Exciting work which makes it “VIBGYOR” Speaking on the new change in the organization AnkurKalra,CEO, Vibgyor Brand Services said,“Abhishek brings with him a great wealth of experience from both the agency as well as clients perspective and we look forward to him being able to add value to team Vibgyor as the Delhi head of CS & BD. Vibgyor has been able to grow its topline by over 50% in the last year and we are looking at bettering that number in the current financial year”.
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PUMA Urban Stampede Powered by Jabong – the country’s running property was held in Pune on 7thJune 2015. The race saw nearly 700 people compete in three categories – the Corporate Relay (5kmX4), the Individual 5km and 10km where some of the largest names in the corporate world such as Accenture, India Bulls, Citi Crop, and others battled it out for the fastest company title. This year, the top 10 companies from the Men, Women, and Mixed categories of the Corporate Relay qualifiers will compete at the National Finale to be held in early 2016. The winners of the National Finale will win a trip to the 10k at the Athens Marathon in 2016. All Corporate Plan participants and Corporate Relay participants received a cool running t-shirt from PUMA, a gift voucher from Jabong, finisher medal, finisher certificates, and free breakfast. Participants in the 5km and 10km categories received a finisher medal, finisher certificate, and free breakfast. Winners of all three races – the Corporate Relay, the Individual 10k and 5k – received winner t-shirts fromPUMA, winner medals, trophies and certificates. The Fastest Woman and Fastest Man in the 10km and 5km distances won Rs.7000 gift vouchers from PUMA. The 1st place finishers in the Men, Women, and Mixed categories of the Corporate Relay won gift cards worth Rs.12,000 from PUMA. The best dressed runners will won a gift voucher of Rs.3000 from Jabong. Commenting on the association, Rishi Patnaik, Director Sports, Jabong.com said, “We at Jabong.com take extreme pride in the association with Puma Urban Stampede. It is our second association with Puma, our last association being extremely beneficial. With this association too, we are expecting to touch new heights. Puma Urban Stampede is a great concept and has worked magnificently over the span of 8 years. We are confident that urban stampede will be received favourably by our consumers as it intended towards healthy and fit India. To further boost running and jogging amongst young individuals we assure to provide runners with the ease and technical comfort with sports range available at Jabong.com. The collection is designed for an individual who desires comfort combined with technical detailing, thus helping to enhance performances.” Abhishek Ganguly, MD, PUMA India said, “Starting June, the first Sunday of almost every month will see a PUMA Urban Stampede taking place in one part of the country. As the world’s fastest sports brand, it is our endeavor to ignite the running movement in the country. Before the PUMA Urban Stampede in each city, we will also be hosting a IGNITE Your City run which happens across the city and will encourage running enthusiasts from the city to participate on a route convenient to them.” Arvind Krishnan, Founder of Runners for Life added, “The format for PUMA Urban Stampede has been designed to enable people to do their first timed 5K run. We have seen the race grow tremendously over the last 2 years. The plan for 2015-16 is to encourage all health conscious companies to join the running movement in the country.”
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