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P2m Newsletter Issue 9

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P2m Newsletter Issue 9 entertainment /Issue 9/2007 media communications e-newsletter of Table of Contents In the News 2-3 Industry Watch 4 Up Close 5 1 IN THE NEWS Universal signs P9 Integrated for ‘Chak De! India’ gets high on cinema activation marketing international music with P9 Integrated Universal Music India has exclusively signed Percept's The cinema activation space is gaining more momentum and entertainment marketing arm P9 Integrated for prominence with film producers. Fairever and P9 organized a marketing its forthcoming albums that will release this 'hockey game' contest at Fame Adlabs, Mumbai to promote Yash year. The announcement came a month after the music label's Chopra's ‘Chak De India!’. Adlabs in association with P9 Integrated release of international artist - Enrique Iglesias' album ‘Insomnia’, created huge ripples through its high scale multiplex promotion for ‘Chak De! India’. P9 Cinema Activation Deputy General which debuted at the number one slot on Indian charts. P9 Manager, Abhijeet Thakar says, “The cinema space is seen as the Integrated's CEO Navin Shah says, "Currently international music most effective medium to reach out to people. The concept is sales in India comprise only 6 per cent of the Indian music market. becoming more popular by the day. So, in order to increase By 2010, with more music labels showing interest, it has the interactivity with the audiences, we built goal posts across potential to reach 20 per cent. The key drivers are the growth in multiplexes in seven cities and 10 locations to promote this film FM radio, organised music retail, remixed and compilation albums themed around sports.” and live music concerts.” Allied Media and Dentsu to share Canon's media duties Ayesha Takia and Akshay Kumar in PPC's supernatural thriller Allied Media, the media arm of the Percept Group, has bagged the media duties for Canon India, a subsidiary of Canon Singapore. The account is worth Rs 40 Ayesha Takia and Akshay Kumar are set to come together for a crore. The focus will be on localization - both in message as well supernatural thriller to be directed by Nagesh Kukunoor. The as media innovations. The creative duties for Canon India are with movie, titled ‘Tasveer’, will be made under the banner of Percept Percept/H. To sample Allied Media's work, the agency was briefed Picture Company. It is roughly based on Manoj Night Shyamalan's with an assignment to do the media planning and buying for Canon Oscar-nominated movie 'The Sixth Sense'. Ayesha also reveals that Mumbai for a campaign titled 'Aamchi Mumbai'. she plays Akshay Kumar's wife in the film. She is super-excited at the prospect of working with Akshay. For that campaign, advertising, promotions and below-the-line activities were leveraged, apart from working towards more engagement with partners with the aim of increasing Canon's Percept's Hanuman returns in a new avatar presence and mindshare in Mumbai. This work ultimately led Canon India into choosing Allied Media as its media agency in addition to Dentsu. Shripad Kulkarni, COO, Allied Media, The animated Hanuman will be back this November comments, “We will leverage our group's expertise in delivering 2007, albeit in a new avatar from the Percept full-service solutions and partner Canon India in executing their Picture Company stable. "Hanuman Returns is a aggressive marketing plans.” story in a contemporary setting, unlike its mythological counterpart, so Hanuman's look will Allied Media launches Engagement Planning Process also be more contemporary," says Percept Picture Company CEO, Preet Bedi. The look of the film and the character of Hanuman is being kept under wraps for now. Allied Media, the media arm of Percept Holdings, today, launched the Engagement Planning Process (EPP) model, in its endeavor to offer True 3600 Media Solutions to its clients. Allied Media's T-Series and Percept enter a 5 film deal Engagement Planning Process is a one of its kind systematic process oriented model panning across the classical ATL and BTL T-Series and Percept Picture Company, two of the biggest banners mediums. in Bollywood have tied-up for a mega 5 film deal. A typical Engagement Platforms Plan would include the following Aashayein starring John Abraham which is currently in channels Print, TV, Cinema, Radio, Online, Mobile, Captive OOH, production will be a part of this deal. The film is directed by PR, Events, Alliances, Exhibitions, Seminars, Ground Promotions, Nagesh Kukunoor. Tele-marketing, Direct Mail and cut across criteria like Brand Connect, Buzz, Brand Experience and Consumer Activation. The second film will again be directed by Nagesh Kukunoor and Said Mr. Shripad Kulkarni, COO, Allied Media Integrated Pvt. Ltd., will star Akshay Kumar and Ayesha Takia in lead roles. The film “Today when the economy is on a roll and consumers are spending is tentatively titled ‘Tasveer’. freely, marketers are being forced to respond far more quickly The third is a Tamil film titled ‘Kanjivaram’, which will be and yet maintain a refreshingly different identity in the directed by Priyadarshan. consumer's mind. Media itself is going through a metamorphosis. Interactivity, changes in form and format, the impending Priyadarshan will also be making the fourth film which will star digitization and convergence are already proving to be a heady Akshay Kumar. The film is yet to be titled though. mix. Never before in the history of Marketing has there been such a dire need to get both ATL and BTL on the same platform. With The last film in the deal will be ‘Malamaal Weekly 2’, a sequel the help of a Researcher, Statistician and using TGI research, to the comedy released year. The starcast of the film will Allied Media has evolved an Engagement Planning Model to include Paresh Rawal, Rajpal Yadav and others from the conceive, Plan and execute the ATL and BTL Media Planning and original film. Buying in a way which is; an evolution ahead. 2 IN THE NEWS IBD India betting on the Big B for Binani Cement Perspectrum bags Ajmal Group's account Binani Cement is banking on extensive coverage Percept Holdings' integrated and celebrity endorsements to help build its marketing consultancy division, brand. Why now and why Bachchan, whose face Perspectrum, has bagged the account appears on advertisements for virtually everything from of the Dubai based Ajmal Group, which plans to launch its French chocolate to chyawanprash? “We felt that somebody with a strong line of perfumes in India. The new line of perfumes will target and well-known image, such as Amitabh Bachchan, would give the brand the boost it required,” explains Rahul Gupta, Managing both men and women. The brand will be launched in November Director of agency IBD, which has handled Binani's creatives from 2007 and will be available in New Delhi and Mumbai initially. the start. “Cement is no longer a commodity, and to ensure long Perspectrum, the IMC consultancy wing of Percept Holdings, term profitability every company today has to build its brand. offers innovative communication solutions based on a cohesive Binani needed to build top-of-mind recall,” explains Gupta. The and integrated approach. The pitch for this account was called in film is also being shown at over 300 rural cinema theatres, while July. The account spend is pegged at Rs 4 crore. Debashis Das, distributors have been given scooter-tyre covers emblazoned with Chief Executive Officer, Perspectrum, says, “This win is very the company's logo. “This campaign is a giant leap. We special for Perspectrum. It was a tough and very competitive want Binani Cement to be recognised everywhere,” says Gupta. Gupta believes the campaign has worked pitch. What got us through is our understanding of this very well for Binani Cement. “We have received positive challenging category and our capabilities in generating feedback from everywhere. In fact, sales volumes innovative ideas that were both unique and relevant and highly have started surging,” he says. sustainable in the long run.” Society names Percept Profile ME as its PR agency for its expo Bahrain Society of Engineers (BSE) announced the appointment of Percept Profile Middle East (PPME) as the Public Relations Agency for its upcoming Bahrain International Property Exhibition (Bipex 2007). A part of Asian media and marketing communications major Percept Holdings, PPME provides communications consultation and public relations services to clients across the GCC. The exhibition will be held from November 28 to 30, 2007, and will be open from 10am to 9pm each day. Admission will be free for trade visitors, invited guests and the general public. Travel Social networking site, WAYN.com join hands with Percept Knorigin for marketing in India. WAYN and Percept Knorigin have joined hands to represent WAYN, the travel social networking site, in India. Referred to as the “Myspace of travel”, WAYN.com stands for “Where Are You Now”, and is the largest travel and lifestyle membership community in the world. It is one of the only social networks that allow its members to keep track of its members from around the world and make new friends based on where they have been, where they are currently and where they are going. WAYN was co-founded by Jerome Touze, Peter Ward and Mike Lines, and has grown from 45,000 members in March 2005 to 9 million members worldwide. It is one of the few web 2.0 ventures that has managed to generate a profit. WAYN is headquartered in UK and also has offices in Poland. Jerome Touze, Co-CEO of WAYN.com, said “India represents a huge opportunity for WAYN with overall growth in the travel sector expected to continue for the years to come.
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