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Brand Ambassador - Ravi Kishan & Rituparna Sengupta : Parle
Parle Products is going regional with its marketing strategy. The maker of Monaco, Parle-G and Hide & Seek biscuits has roped in regional actors Ravi Kishan and Rituparna Sengupta for endorsing Monaco salty biscuits.
The company has decided not to have a national-level brand ambassador and did not renew its endorsement contract with Bollywood superstar Aamir Khan that ended in mid-2010, a top official said.
Parle's decision to rope in regional brand ambassadors reflects marketers' increasing focus on rural markets. Anirban Das Blah, MD of celebrity management firm Kwan, said, "Getting regional celebrities for endorsements works out very cost-effective for brands, and helps them to establish a huge connect with regional audiences." Parle's Desai said the company's decision not to extend Aamir's contract was based purely on the brand's new regional strategy and to connect better with regional audiences.
Bytes:-
The company has decided not to have a national-level brand ambassador and did not renew its endorsement contract with Bollywood superstar Aamir Khan that ended in mid-2010, a top official said.
Parle's decision to rope in regional brand ambassadors reflects marketers' increasing focus on rural markets. Anirban Das Blah, MD of celebrity management firm Kwan, said, "Getting regional celebrities for endorsements works out very cost-effective for brands, and helps them to establish a huge connect with regional audiences." Parle's Desai said the company's decision not to extend Aamir's contract was based purely on the brand's new regional strategy and to connect better with regional audiences.
Bytes:-
- Bhojpuri star Ravi Kishan will promote Monaco in the Hindi belts of Uttar Pradesh and Bihar, Bengali actress Rituparna Sengupta will do the same in East India.
- Besides featuring in television commercials, the regional stars will be seen in a series of below-the-line promotions and brand activations for Monaco biscuits.
- Last year, Dabur signed Ravi Kishan to endorse its Chyawanprash brand exclusively for localised below-the-line activities such as interactions with consumers, dealers and stockists.
- In the 428-crore salted cracker segment, Parle Monaco leads with a 27.8% share, followed by Priyagold's ZigZag asnd Britannia's Time Pass, going by Nielsen data for the period between April-September 2010.
Trivia:-
In September 2010, telecom services provider Bharti Airtel released ads for rural audiences featuring Rajpal Yadav, a popular star in the North, with the tagline - 'Airtel bajega toh tarraki bolegi'. Yet another example is that of beverage maker Coca-Cola . Despite having national star Akshay Kumar as brand ambassador for its Thums Up brand, Coke uses Telugu actor Mahesh Babu for endorsing the brand in the South.
Aishwarya Rai Out, Freida Pinto in for L'Oreal
Aishwarya Rai, the Hollywood and Bollywood film star widely regarded the 'world's most beautiful woman,' has been ousted as the Indian face of cosmetic giant L'Oreal by Freida Pinto
YWCA becomes Platform 51 in the UK, but Indian unit choses to retain name
The YWCA, established in 1855 to help young women traveling to London for the first time, now is Platform 51, a name selected because 51 percent of people are female and "women use us as a platform for having their say and for helping them into the next stage of their lives," an organization official told The Daily Telegraph in an interview published Friday.
Officials at the World YWCA headquarters in Geneva, Switzerland, told British media none of the 124 branches in other countries will follow Platform 51's lead.
Brand Tendulkar will open happiness for Coke
Coca Cola India has signed Sachin Tendulkar as its new brand ambassador. Coke has struck a three year deal estimated to be worth around Rs 6 crore per year with the ace batsman.
PepsiCo India dropped Sachin about two-and-half years back. PepsiCo had dropped Tendulkar as part of its strategy to phase-out aging brand ambassadors, which included ex-India captains Sourav Ganguly, Rahul Dravid and Bollywood superstar Shah Rukh Khan. Instead, PepsiCo had roped in younger celebrities, including Ranbir Kapoor and Deepika Padukone , as part of its Youngistaan campaign.
Bytes:-
Sachin Tendulkar endorses a host of brands and companies, including Castrol India, Toshiba , ITC , Boost, Canon, RBS, Reynolds , Jaypee Cements and Aviva .
Personalised service from Prada
Running with the adage that it's "all in the details", Prada will be launching its "Made to Order Lettering" service for items from its travel collection. Backpacks, trolleys and tote bags can be customised with letters that come in pop art-tastic colours and prints. As ever, celebrities have been swift to adopt the look, with Kate Winslet and Renée Zellweger already papped with their initials totes.
trivia:-
Prada isn't the only label to offer a personalised service. Louis Vuitton launched "Mon Monogram" in 2008 with its popular Speedy handbag and Keepall travel bag, allowing customers to choose letters and stripe patterns from 17 colours. Handbag queen Anya Hindmarch takes the idea further with her bespoke service, where bags, leather goods and travel pieces can be embossed with your name, a personal message, or even a drawing.
Tata Elxsi & A Squared Entertainment came together to create kids content
Tata Elxsi and international children's entertainment company A Squared Entertainment (A2) have formed a joint venture. The JV will create, develop and distribute original brands, including animated entertainment and digital gaming.
"This venture will combine the best of creative and marketing skills from Hollywood and the animation production experience and scale of Visual Computing Labs of Tata Elxsi to create meaningful and purposeful content of which we can all be proud of," said Tata Elxsi MD and CEO Madhukar Dev.
Bytes:-
- A2 is a brand entertainment company that creates, develops, produces, programmes, markets, merchandises and distributes content across all channels: online, offline, on-air and at retail outlets.
- Its headquartered in Los Angeles, A2 Entertainment was created by co-presidents Andy Heyward and Amy Moynihan Heyward in 2009.
- A2 Entertainment is know for producing Secret Millionaire's Club with billionaire Warren Buffett and Gisele & the Green Team with Bundchen.
Brand Ambassador - Shahid Kapoor : Elf Moto4 Gold
Elf Moto4 Gold, part of Total Oil (India), has launched a new outdoor campaign featuring Bollywood actor Shahid Kapoor as its new brand ambassador.
The ad's theme focuses on winning and better performance. It has the young actor resting against a bike, with the copy reading 'Raasta mudh sakta hai, hausla nahi'.
Bytes:-
Elf Moto4 Gold, launched over a decade ago as a premium bike engine oil.
The ad's theme focuses on winning and better performance. It has the young actor resting against a bike, with the copy reading 'Raasta mudh sakta hai, hausla nahi'.
Bytes:-
Elf Moto4 Gold, launched over a decade ago as a premium bike engine oil.
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