Candid engages 12,000 mothers and kids in Bihar for Milk Bikis

Britannia partnered Candid Marketing for an activation to promote Milk Bikis. The

activation took place in 10 towns across Bihar from July 5 to 25.

Devika Sharma, VP - Client Servicing, Candid, said, “The objective was to impart knowledge and highlight the importance and benefits of

Milk Bikis biscuits by conducting interesting interactive sessions with the mothers and kids. We adopted the 3E Module i.e. interactive sessions aimed at Educating, Exciting and Encouraging the TG to buy Milk Bikis biscuits.”

Branded vehicles were used to reach out to the dual TG - the mother and the child. The vehicles were stationed at schools, playgorunds, parks and residential areas to target children. Women were engaged at vegetable markets, temples and residential areas.

Axiom rolls out road show to promote Tata Docomo in Karnataka

Tata Docomo, the new GSM brand from Tata Teleservices,

partnered Axiom Gen Nxt to create awareness about the new service in Karnataka. The agency has conceptualized a road show that will travel across the state.

Sridhar Kamat, Business Development Manager, Axiom, elaborated, “There are branded

six canters that will simultaneously move around across 15 cities and towns within the state.”

Games based on time, like typing speed or how many friends one can speak with within a minute, to communicate the brand’s unique feature of per-second-pulse charge, are being organised. There are also brand-related activities. The Bangalore leg of the activity kicked off with an additional 40 branded motorcycles following the canter during its journey.

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10Print Newsletter July 2009

Collective Heads activates Star One’s ‘Love Ne Milla Di Jodi’

Star One carried out an extensive activation program for its show Love

Ne Milla Di Jodi. Collective Heads was assigned the mandate of engaging visitors at Cafe Coffee Day outlets in six cities. The agency set up video kiosks across 26 Cafe Coffee Day (CCD) outlets. Through this

kiosk, customers were invited to share his/her love story on a website.

Anthony Fernandes, Assistant Manager - Client Servicing, Collective Heads, elaborated, “The message on the kiosk read, ‘Plan mein nahin this love story, par ‘Love Ne Milla Di Jodi’. The message was an invitation to audiences to narrate their story through an interesting video which they could upload on to a site to win prizes.”

“We promoted the contest and show extensively through merchandize, posters and flyers in over 150 CCDs in these same six cities as well,” added Fernandes. The activity began on June 17 and went on for two weeks.

Agency to promote Pogo’s new show FAQThe agency’s target is to cover 1000 schools in 19 cities to promote

Pogo’s new program FAQ. The show demonstrates fun explanations to magical occurrences, and went on air on July 19.

Tabassum Modi explained, “Since the show is about fun experiments with kids, we took a similar format of the experiments on ground, into the schools, so that the kids could know what the show was going to be about.” The experiments and the content for the program have been conceptualized by Pogo. Hence, the agency worked

closely with the content creators of the show to plan the on ground program.

Following the success of a pilot for the FAQ on ground promotions, the activity kicked off on July 20, and will continue till end-August.

KrayOn turns school children into chefs for Cartoon Network’s ChowderTo promote the show Chowder on Cartoon Network, the channel has

partnered KrayOn Events for a cooking activity in schools across India.

Tabassum Modi, Director, KrayOn Events, said, “The show has fun characters named after dishes and food, and all the dishes they prepare are also uniquely named. To take this concept forward, we’re promoting the activity by bringing out the chef in children. We’re reaching out to schools through a competition on preparing the most unique dishes with the most unique name.”

The activity will reach out to close to 650 schools in 15 cities across the country. Each school will be divided into teams as per class divisions (sections). Each team is made up of four students and one teacher. The on-ground activity began on July 13 and will go on till the end of August.

Buenos rolls out 18 floats in six cities for Taxsmile.comTaxsmile.com, a portal to facilitate online tax return filing by

individuals, reached out to corporates through a six-city road show. The road show comprised 18 floats that engaged audiences and got them to register for the service. The activity was conceptualized and executed by Bangalore-based agency Buenos. Each of the floats is a branded canter with promoters on board, visiting busy locales in each city.

Raj Hansoge, CEO, Buenos, elaborated, “The promoters play an active role in engaging the audience and assisting them through the registration. The promoters assist a customer my getting down all the details and relevant paper work and completing the registration process to the extent that the customer only needs to approve the application and submit the same online.”

Primesite comes to Mumbaikars’ rescue this monsoon, with Aircel lifeboats

As part of a CSR initiative, Aircel,

and its OOH agency Primesite, selected five problematic spots in Mumbai which are affected by rains every year, and hung up lifeboats on billboards.

The billboards were positioned at convenient locations for the public to use them in case of an emergency. One of the boats (near Milan Subway) was put to use during a heavy downpour on July 14.

The billboards had the lifeboat strung on a rope with the copy ‘In case of emergency, Cut Rope’. The agency had also posted lifeguards to man these safety nets. However, on the day when the boat was put to use, the public did not wait for the life guards to arrive.

The initiative resulted in a media coverage for the brand across print, digital media and television.

DForce organizes CARnival for 7000 Maruti Suzuki employees in Bhopal

The Maruti Suzuki CARnival was a three day event which took place

from17 to 19 July. The event was organized by Maruti Suzuki for 7000 of its Bharat Heavy Electricals (BHEL) employees in Bhopal.

The event was conceptualized and organized by DForce. Commenitng on the event and the various activities it included, Sonal Jetha, Director, DForce, said, “We had planned the event entirely to give a good time to the BHEL employees and engage them in fun format activities. We also launched the new Grand Vitara at the event.”

Maruti Suzuki also showcased its latest models at the BHEL Senior Club and extended discount packages, assured gifts and exchange bonuses on bookings to guests during the event.

Fountainhead takes Toon Creator Awards to three cities for HP and Cartoon Network

The Toon Creator Awards, an online animation contest by Hewlett

Packard (HP) and Cartoon Network, will be taken to around 130 schools across Mumbai, Bangalore and Delhi. Fountainhead Promotions and Events has been appointed to handle the school contact program and mall promotions. The activity is on from July 13 to end-September. It might be extended to cover Kolkata and Chennai post August.

Shubhodip Pal, Head - Consumer Marketing, HP PSG India, explained,

“Budding animators aged six to 14 years of age are encouraged to direct their own short animated clips, featuring characters from the popular series ‘Ben 10: Alien Force’ and ‘Chowder’ through the website ToonCreatorAwards.com. Between July 13 and September 30, participants can create their own 25-second ending after viewing a five-second clip on the website and publish it.”

PDM Brand Activations looks to double turnover

PDM Brand Activations, a division of PDM India, was started 18 months ago, to focus on on-ground brand promotions and activations.

“We’ve achieved almost 100 percent of last year’s revenues in the first three months itself, so I expect we’ll achieve at least 200 percent of that figure in this financial year,” said Sanjay Shukla, Nation Head, Brand Activations, PDM India.

PDM’s Brand Activations business now has 12 offices in India. This would grow to 15 offices by the end of this year, said shukla. The spokesperson mentioned the south markets, and creation of new properties, as focus areas. The headcount is likely to grow to 100 nationally from the current 60, by the end of the year.

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RSBL Spot partners Six Inches Live for launch events in 16 cities

Over the counter trading software ‘RSBL Spot’ claims to deliver real time rates

and features of gold and silver, and instant execution and confirmation of orders.

The brand partnered Six Inches Live to launch the software. The first launch event

took place on July 13 in Indore. Across the country, 16 launch events are to be executed in two and a half months.

Imran Kapadia, Business Head, Six Inches Live, said, “The objective of the launch event is to bring together the audiences for these companies and inform them of this new product. The event is primarily to communicate the features of the new product.”

RSBL Spot is targeted at retail jewelers, wholesalers, jewelry manufacturers, hedgers, and investors.

Big FM welcomes back school kids in Kanpur with ‘Back to Pavilion’

Big FM Kanpur reached out to class 12 students returning from their summer vacation. Titled ‘Back to Pavilion’, the activity provided a

platform for students to showcase their talent and ‘have a blast’, before they got into the hectic study schedule associated with class 12 in India.

Chandan Kapoor, Station Head, Big FM, Kanpur, said, “Given the timing of school re-opening, this was very appropriate an initiative.”

The preliminary round commenced on July 6, with three station RJs visiting over 10 schools across Kanpur. On July 15, a final round saw participation of around 200 students.

Participants in the final round competed for the title of ‘Big Champ of Kanpur’. Participants were judged based on their energy level, IQ, memory, corporate knowledge and overall personality.

Radio City Hyderabad hunts down `Navulla Don II`Radio City’s ‘Navulla Don’ is a reality hunt for ‘Hyderabad’s best Fun Jockey’. City-wide auditions for the

property, which was created last year, were held from June 20 to July 13. Bangalore-based Buenos Events was retained to manage on-ground elements, including an event involving the finalists.

Rana Barua, National Head - Programming and Marketing, Radio City, said, “With the second season of Navulla Don, we are proud that it still reigns as first-of-its-kind event on air in India which deliberates on humour.” The hunt was supported by a promotional campaign comprising outdoors, on-air and ground support. An on-ground event was held on July 18, with five shorlisted finalists performing at Prasads Mall in the city.

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Big FM gets eco-friendly for Ganesh Chatuthi with paper mache Ganpatis

The radio station is tying up with local groups and associations

for making what are billed as the first-ever paper mache Ganesha

idols. These idols will be seen in Mumbai, Hyderabad, Bangalore, Indore, Bhopal, Surat and Baroda.

Anand Chakravarthy, Sr. VP - Marketing, Big FM, said, “While eco-friendly Ganesha statues have become easily accessible, their usage in the festival is still limited. We started supporting eco-friendly Ganeshas last year itself and this year the initiative gives the common man a chance to get involved and contribute to a cleaner and greener environment.”

In the first 10 days of August, station representatives will visit housing societies and other locations, and collect one newspaper from each household, to get people involved in the issue of eco-friendly Ganesha.

Radio One Bengaluru brings live traffic updates

Radio One has tied up with the Indian arm of International Traffic Network, in partnership

with Traffic Police, to air live traffic updates to commuters in Bengaluru from 85 signals. The station has consistently attempted to take ownership of the ‘traffic’ platform - it had championed a car pooling initiative earlier.

Radio One claims to be the only radio station in the country to have direct access to a city’s Traffic Police Control Room. Information is also made available on alternative routes, clogs to avoid, perils to tackle and emergencies to be aware of.

Two-month Airtel Mirchi Premier League underway; 96 teams in the frayAirtel is the presenting sponsor for the inaugural edition of the Mirchi Premier League. The property,

managed by Mirchi Activation, is a ten-overs-a-side cricket tournament.

Sandeep Sud, VP and Cluster Head - TN, Radio Mirchi, said, “By organizing the Airtel Mirchi Premier League, we hope to provide a platform to the people of Chennai to showcase their cricketing skills.”

The two-month tournament began on July 18. Soniya Naik Shetty, Head - Mirchi Activation, Chennai, revealed, “There are 96 teams participating with a total of 100 matches. The grand finale will see the two best teams competing for prize money of rupees one lakh. The response for registration has been phenomenal with over 400 teams calling in to register.”

Besides the the prize money, the winning team will play a ‘show match’ with a celebrity team put together by Radio Mirchi. The Airtel Mirchi Premier League is powered by Mirchi Activation. Amrutanjan is Pain Relief Partner, Chennai Times is Print Partner, and Vasanth TV is the TV Partner.

Seventy EMG handles Vodafone Crossword Book Award for third successive yearThe Vodafone Crossword Book Award 2008 was held on July 23 at Nehru Centre Auditorium, Mumbai. The

seventh edition of the event was managed by Seventy EMG. The agency handled the last two editions of the event as well. Vodafone has sponsored this year’s event too. The brand has been partnering the property since 2004, back then as Hutch.

Sivaraman Balakrishnan, Customer care Associate, and Deputy Manager - Marketing, Shoppers Stop (owners of Crossword), said, “The objective is to promote authors who are of Indian origin. There are international prizes for authors and books and none for Indian writers, while this award mainly focuses on rewarding the best of Indian writing. The book award was initiated in 1999, and was stopped post the second edition in 2000, due to the lack of funds. It was restarted in 2004.”

Awards were presented to literary works in the categories of English Fiction, English Non-Fiction and Indian Language Fiction Translation.

Lipton urges over 1,00,000 people to ‘Stay Sharp’, with jigsaws at Delhi mall The tea brand from Hindustan Unilever is riding on a ‘Stay Sharp’ proposition, which conveys

that Theanine (an ingredient in Lipton Yellow Label) helps clear minds and stay sharp and focused.

The brand took an online jigsaw activity on-ground in Delhi. 10 winners of the online activity, which was acknowledged as the ‘largest online collaborative jigsaw’ by Guiness, raced against time to complete the jigsaw offline at Select City Mall, Saket, New Delhi. The activity, held from July 3 to 8, was managed by Ogilvy Action.

Siddesh Pai, VP, Ogilvy Action, said, “We had this Stay-sharp.in website created, where people were asked to come and solve the jigsaw puzzle online. At the event, we had the top 10 winners come over to the mall, and compete in an offline jigsaw puzzle. The winners were selected on the basis of their abilities to solve the maximum number of jigsaw pieces at the shortest possible time.”

Pai revealed that the mall received a footfall of around 25,000 per day.

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TaylorMade adidas creates Golf Skool in Delhi mall

Ta y l o r M a d e -adidas Golf

(TMaG) conceived a ‘Golf Skool’ to engage and encourage golf enthusiasts. The Golf Skool has been incubated in a flagship store at a Delhi mall.

The store boasts of a ‘TaylorMade

Golf Skool’ platform, with a nine-hole training simulator. Iris, an independent integrated agency network, was the brainchild behind the engagement platform. The flagship store for the brand has ‘unrivalled privileges’, explained Alok Lall, MD, Iris India. He said, “The store had as a terrace space where a bunker, driving net and putting area were constructed, which were hardly used. The store was also offered use of the atrium space for promotional activity. The task for us was to develop a promotional campaign that tied the store, the atrium and the terrace together, to bring golf and TaylorMade to the high-end mall visitors.”

The Hindu and Events celebrate Friendship Day with ‘Best of Friends’

English daily The Hindu partnered with event agency

Events for ‘Best of Friends’, an initiative targeted at the youth of Chennai. The event was to provide an opportunity for youngsters to showcase their talent in various disciplines like singing, dancing, or jamming with a band. The on-ground event was held at Chennai Citi Centre mall on August 2, Friendship Day.

Jai Mundra, Owner, Events, said, “Over the past one year, The Hindu has been active in the events and activation space with several on-ground initiatives to connect with its audience. This event was conceived by the brand along with us to connect with the younger TG by providing a platform to showcase their talents.”

Nokia Priority Store was the title sponsor for the event. Event registrations had to be submitted at the stores, ensuring footfalls. Radio One and NDTV Hindu were radio partner and television partner respectively.

The Delhi Daredevils IPL cricket team is

only one facet of the Delhi Daredevils brand. Franchise owner GMR Sports has decided to keep the brand alive through the year. Soccer Mania, 7-a-side football tournament targeted at local youth (under 21 years), began on June 28, managed by Twenty First

Century Media.

Amrit Mathur, VP, GMR Sports, said, “This is also primarily with respect to engaging fans with off season activities. We will consider having such events from time to time.”

The focus will be on cricket and football for Delhi Daredevils. The brand was also mulling a tennis ball gully cricket tournament under flood lights at Chandni Chowk.

The Delhi Daredevils Soccer Mania 2009 was promoted through social network facebook, word-of-mouth, mobile service Gupshup and radio station Fever FM.

Second Inext Bikeathon to be held on August 9, in nine cities

Initiated by Inext, a bilingual compact daily from Jagran

Prakashan, the second edition of Bikeathon will be held simultaneously in the nine cities where Inext is present, on August 9.

The event will be handled by Isquad, the internal events and activations division of Inext. TI Cycles of India’s Hercules brand, title sponsor

for the first edition, has retained its hold over the property this year too.

Alok Sanwal, Project Head and Editor, I next, said, “The event was started last year and generated immense response for the publication. We had around 7,500 registrations across the cities, and more than 11,000 people participated. Hence, we decided to scale the event a bit with a new website and promote it extensively. This year we expect over 20,000 people to participate.”

Registrations for this year’s event have already begun. Airtel and Amway have been roped in as Associate Sponsors, while Big FM is the Media Sponsor.

14Print Newsletter July 2009

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Standard Chartered Mumbai Marathon 2010 attracts over 100,000 applicants

The Standard Chartered Mumbai Marathon is scheduled to take place on January 17, 2010. Registrations for next year’s races in the categories

of Dream Run, Half Marathon, Full Marathon and Senior Citizens Run began on July 9. There are 36,000 running spaces across the race categories.

Dilip Jayaram. COO, Procam International, said, “We opened registrations on July 9 and have filled all running spaces across categories on July 28. We’ve received over 100,000 applications this year across categories and the Dream Run spaces were filled on July 14 itself. The Half Marathon spaces filled up by July 19.”

Like in previous years, Dream Run is the most populated race category in 2010. Jayaram revealed, “We have approximately 22,000 participants in the Dream Run. And about 10,000 in the Half Marathon, 2,500 in the Full Marathon and 1,500 in the Senior Citizens Race.” Participation fees the 2010 Full and Half marathons has gone up from Rs. 250 per participant (last year) to Rs. 500.

Second edition of ‘Urban Stampede’ in Bengaluru on August 9

Runnersforlife initiated ‘Urban Stampede’, a running event targeted at runners representing corporate teams, last year. Urban Stampede this year will kick off at the Olde Bangalore Resort on August 9.

Arvind Bharati from Runnersforlife said, “Last year we had around 80 teams representing 36 companies in all. This year, we already have a decent number of entries and since the last date for registration is August 4, we expect registrations to touch around 100 teams this year.”

Each team, comprising of four persons, have to finish a total of 20 kms. There are three categories for this year’s event – Open, Women and Mixed. Registration charges for each corporate team is Rs 5,000. 10 percent of all registration fees

will go to ‘Dream A Dream’, a charitable trust that seeks to empower children from vulnerable backgrounds.

Nike and Manipal Hospital have been roped in as sponsors for this year’s event.

Delhi Daredevils looks beyond cricket; creates `Soccer Mania`

Indian Ocean Corporate Games in Oct; over 220 corporates expected to participate

Fountainhead has announced that the first Indian Ocean

Corporate Games will be held from October 1 to 4, 2009.

The agency, which conceptualized and hosted two editions of the Corporate Olympics (in 2007 and 2008),

has evolved the property to an internationally accepted format this year. Fountainhead has tied up with UK-based company ‘Sports for Life’, which owns the license for the Corporate Olympics format of games internationally.

Fountainhead and an international partner Kalypso Adventures (UK) have initiated a new company, Indian Ocean Corporate Sports, which now owns the IPR for the Indian Ocean Corporate Games.

Brian Tellis, Chairman, Fountainhead Events and Promotions, explained, “The primary objective of adopting the international format is two-fold. One is that we can now have international participation, in that a corporate can build a team of employees from across the world. And also, we can take teams to participate in the (international) regional and global games as well.”

Winners of the Indian Ocean Corporate Games will participate in the Arabian Corporate Games in Abu Dhabi in February 2010.

There are eight different sport disciplines that a team can participate in this year: badminton, cricket, karting, pool, soccer, table tennis, bowling and volleyball.

Tellis added, “Last year we had 220 corporates participating in the event with approximately 2,500 participants. I’m expecting a similar number of participants in this edition as well.”

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Kingfisher Corporate 5’s enters ninth edition; over 200 teams expected to participate

SPT Sports Management initiated the Corporate 5’s as a platform

for corporates to compete in a small-format football tournament. The property, which is in its ninth year, has been sponsored and co-owned by Kingfisher in its last six editions.

Kanishka Saran, VP, SPT Sports, said, “The property has grown each year. From one city in year one, we’ve grown to cover seven cities since last year.”

The Corporate 5’s began as a one-city event in Bangalore in 2001. This year, it will cover Bangalore, Hyderabad, Chennai, Pune, Mumbai, Kolkata and Delhi. The event is played over a weekend at each city venue, with entries limited to the first 40 teams in each city. There is a special women’s category in Bangalore and Mumbai. Saran added, “The 2008 event saw 170 corporate teams participating in seven cities, and this year we expect to have over 200 teams.” This year’s tournament is scheduled to take place from August 1 to October 25.”

ING Life Insurance has been the Presenting Sponsor of the event for three years now. GATI is the Logistics Partner, while Amrutanjan has tied up as the Pain Relief Partner. Other partner brands are Radio One (Radio), Fortune Hotels (Hospitality), playgroundonline.com (Equipment), Wockhardt Hospitals (Medical) and ALLSPORTS (Magazine).

Reasonable announces second season of T-10 Gully Cricket; White Leaf retains mandate

The T-10 Gully Cricket tournament was conceptualized as a sports property and talent hunt for cricket enthusiasts in smaller cities. Growing from eight cities in season one, the property will cover 16 cities this

season, from August 15 to November 15. 64 teams, comprising 896 players, will compete.

The property has been conceptualized and is organized by Reasonable Communications. Anoop Wadhwa, Director, Reasonable communications, said, “During season one, two exceptional performers were invited for selection by Sachin Tendulkar for IPL 2 in Mumbai, and there will surely be more opportunities for people to

make a mark in the world of cricket.”

The on ground management for the tournament will be handled by White Leaf Entertainment. Vikaas Kalantri, Director, White Leaf, elaborated,

“We will look into all the ground management of the matches through out the tournament in all 16 cities. Further, we will also organize all the event and activations related to the tournament in these cities.”

There will be an activation program in each of the 16 cities on the day before the match.

The match day will also feature entertainment beyond the matches. The group and re-group matches of the tournament will also be telecast live on DD Sports. Cricket experts Charu Sharma, Saba Karim, Madan Lal and Sandeep Patil will be part of the tournament as mentors and judges. Actor Riteish Deshmukh has been roped in as Brand Ambassador. The tournament will be promoted through various media including an exclusive music video being created by Reasonable Communications.

15Print Newsletter July 2009