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Indian Animation and Gaming industry has the potential for high growth
The Indian animation industry is estimated to grow at a CAGR of 22% and gaming industry is estimated to grow at a CAGR of 49% by 2012. A research report released by ‘Deloitte Touche Tohmatsu’ says that India's current outsourcing share of the global market for animation and gaming industry is less that 10% as compared to the corresponding share in the IT and BPO Industry which stands at 51%. A study on India's Animation, Broadcasting and Gaming industry by Deloitte hopes that the industry, which derives a majority of its revenues from outsourcing today, will grab greater share of this increasing outsourcing pie. Moreover, as the economy moves out of tough times, animation houses in India would take the initiative to develop the in-pipeline high budget, high quality movies and animation content
The report also suggests that currently low domestic share (0.6%) of the worldwide animation and gaming market points to Indian industry's potential for growth of local content. The demand for original Indian content has been increasing over the years. Content creators and broadcasters need to be cognizant of the ever increasing demand for differentiated content. The future of radio in this country is primarily dependent upon change in the regulations and the mode of the much-awaited Phase 3 Licensing. The real potential of the medium which lies in its local reach and interactivity can never be realized unless radio broadcasting players find it commercially feasible to operate in small towns and cities, with the freedom to broadcast multiple genres.
The Indian media industry is likely to get an enormous increase from the gaming, broadcasting and animation industry in the country, which is expecting an extensive increase in revenue in coming years from increased shove on global outsourcing of content. India currently gets only 10% of the global animation and gaming contracts and the Indian Animation and Gaming industry, with an annual growth rate of 32%, stands at USD 739 million, according to a research report by Deloitte.
With the growing business in animation and gaming, an emerging trend that can be seen in the market currently is that an increasing number of Indian companies are adopting a co-production business model from an outsourcing model. Well, going forward, India is expected to position itself as number one in the animation market riding high on its talent potential and quality work it offers to the global market.
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 Hollywood ties knot with Bollywood in LA
It’s now official. On Thursday, two of the biggest film-making industries Hollywood and Bollywood came together in Los Angeles for an agreement to work together to produce and distribute films. Tricky issues such as content protection and commercial cooperation between the two have also been addressed. The city of Los Angeles and the Indian film industry, which was represented by the Film and Television Producers Guild of India and the Film Federation of India, have set up the Los Angeles-Indian Film Council. Rajiv Dalal, MD of Motion Picture Association of America who was present at the meeting said, The agreement will help Indian film production avail of the same tax incentives that Hollywood productions get in LA, which is about 25% tax incentive structure.
Los Angeles is already one of the most popular shooting destinations for Indian film producers; some of the films shot here include Kites (2010),My Name is Khan (2010),Kambakkht Ishq (2009),Kaante (2002),and Pardes (1997).
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Madison Forays into Sports Celebrity Management; Ropes in Sehwag
 Madison’s sports marketing company - Professional Management Group (PMG) aims for greater heights in the sports marketing industry. PMG, chaired by legendary cricketer Sunil Gavaskar and co-owned by Adman Sam Balsara and Outdoor specialist Noomi Mehta, has roped in Virender Sehwag for a period of five years to kick-start its ‘Sports Celebrity Management’ vertical. PMG will now exclusively be looking after Sehwag’s brand endorsements and other commercial commitments worldwide with a special focus on image building and reputation management.
PMG is an established player in the sports marketing industry in India and specializes in syndicated articles, awards, ratings, consulting and sponsorship of sporting events and properties. With the 2011 ICC Cricket World Cup coming up soon in the sub-continent, collaboration between these two giants in the field of sports will mark a new high in the strongly emerging sports marketing discipline in India and give brands new opportunities to maximize their impact on consumers and help connect with them. This whopping deal puts Virender Sehwag amongst the league of the richest cricketers in world cricket today.
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 G2rams Wins Zigtech Activation Mandate from Reebok
The WPP owned G2rams has won the activation mandate for Reebok’s latest running shoes Zigtech. Reebok’s latest launches Zigtech are shoes with an Energy Boost. Its unique sole propels you forward, while reducing wears & tears up to 20% on key leg muscles, thereby enhancing quality workout and performance.
To extend the Zigtech experience to its prospects, G2rams has created ‘Reezig Activity Circuits’ where potential customers get an opportunity to complete a specially designed activity module, “The Reebok Energy Circuit,” wearing Zigtech shoes. The Reebok Energy Circuit will be created at gymnasiums and malls across Delhi, Mumbai and Bangalore. |
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Primesite’s larger-than-life projection for Reebok Reezig
Primesite, a strategic business unit of Mudra Max, recently came up with some innovative promotion for ‘Reezig’ shoes from Reebok in the Indian market. Primesite created buzz for 21 days in Delhi and Mumbai. The main objective of the campaign was to use the uniqueness of the iconic ‘geometric zig zag shape’ of the outsole to reinforce the benefit of Zigtech technology. The creative reads, ‘Reezig – The energy drink for your feet’. The campaign focused on communicating the benefits of ‘Reezig’ shoes, crafted with ZigTech technology, signifying its importance of reducing the wear and tear of the leg muscles by up to 20 per cent.
Since it is a global campaign, Primesite created a larger than life projection of the shoe, attracting maximum attention of passers-by and breaking clutter in the market. To do so, a shoe of 16 x 8 feet was created, which was placed in three strategic locations in Delhi. Primesite exclusively emphasized this campaign through billboards, pole kiosks, transits, runner boards and bus shelters. Apart from these, mall elevators and drop downs were also used inside malls.
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 Ad agencies gird up to woo Pharma firms
Advertising majors are strengthening their healthcare wings to woo pharma clients. Initially, Lin Health, the healthcare wing of Lowe India, is planing to bring in fresh talent to strengthen its offerings. RK Swamy BBDO’s healthcare wing Pharma Direction too is adding man power to handle new clients. Yet another ad major, DDB Health Care & Lifestyle, healthcare wing of Mudra Group, is chalking out a three-pronged strategy to sustain the growth momentum.
Publicis Healthcare Communications Group (PHCG) has forayed into the Indian advertising industry with the launch of Saatchi & Saatchi Health. At present, Lin Health’s clientele includes Abbots, GSK, Ranbaxy and Piramal HealthCare, among others. Across the road, RK Swamy BBDO’s Pharma Direction is adding manpower in its existing team in Bangalore, Mumbai and New Delhi.
According to the ‘Pharmaceutical Drug Manufacturers’ report, India is the third largest producer of pharmaceuticals in the world and is already a $8.2 billion pharmaceutical market, with growth expectations of 10-14% per year. IMS Health predicts India will add $5-15 billion to the pharmaceutical market through 2013.
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Wieden+Kennedy Delhi Launches Campaign for Royal Enfield
Wieden+Kennedy Delhi recently rolled out three print campaigns for the Royal Enfield Thunderbird motorcycle. The three campaigns titled ‘Case Study’, ‘Screenshot’ and ‘A Hero’s story’ have been rolled out independently. The ad campaigns are based on the insight that many young men stay at home for too long missing out on the fun of an independent life because of it.
Turning this insight into an idea, W+K had created the ‘Leave Home’ campaign with an objective to inspire Indian men to leave home, find independence and ride out into a new life on a Royal Enfield Thunderbird.
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Scarecrow Bags Big; Gets Creative Duties for BPCL
Bharat Petroleum Corporation Ltd. has appointed Scarecrow Communications Ltd. as their agency for Creating Customer Awareness for launch of their New Retail Initiative. There was no formal pitch involved albeit the state-owned oil and gas companies in India has awarded the mandate to the agency looking at their Shriram Transport Finance Corp truck driver campaign.
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Rediffusion Y&R Wins Creative Duties for MTS
 The account size of the business is estimated in the excess of Rs.200 crore. Sistema Shyam TeleServices Ltd. (SSTL) has handed over the creative duties for its mobile services MTS to Rediffusion Y&R after a multi-agency pitch. The account was up for a pitch in August, with the incumbent agency Saatchi & Saatchi and Rediffusion-Y&R battling it out in the final stage. Rediffusion-Y&R, having emerged the winner, will start work on the account from its Gurgaon office with immediate effect.
SSTL is a joint venture between Sistema {LSE: SSA} of Russia and the Shyam Group of India. SSTL has been allocated spectrum to provide mobile telephony services in all the 22 circles across the country. MTS is well recognized in India and worldwide for its commitment to high quality and innovative telecom solutions and has recently been ranked by Millward Brown as 72nd out of the top 100 brands in the world. In a short span of time, MTS has secured over 7 million subscribers in the telecom circles of Kolkata, West Bengal & Sikkim, Rajasthan, Chennai & Tamil Nadu, Kerala, Bihar & Jharkhand, Mumbai, Maharashtra & Goa, Delhi & NCR, Haryana, Karnataka and Andhra Pradesh. MBlaze, the data service of MTS, offered in 84 towns of India, has over 2.5 lakh subscribers so far since its launch in November 2009. MTS has more than 100 million subscribers across the world.
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