menu News Watch Info Vantage Industry Bites Home Percept-O-speak Events and Happenings Info Vantage Industry Bites Home Pot Pourri Percept-O-speak Events and Happenings up-close up-close

India can be a huge market for dance music

In context with dance music, India has become quite evident, be it with international dance music gigs happening in India or the international discussions based on ‘India as emerging market in dance music’. Whichever are the case artistes and businesses have started understanding the crest of emerging Indian market in dance music. In 2012, 5th International music summit (IMS) in Ibiza was also a catalyst in presenting India globally. During the summit Sunburn Inceptor and Percept Limited Joint Managing Director Shailendra Singh had said, “There are 600 billion young people below the age of 25. It’s not a joke.”These strong words from Singh had for sure seeped strong message into minds of many present there. “It was quiet an eye opener when we were told about the 600 million people on the way of the age 25. It was quiet a massive market for EDM. After talking to Nikhil Chinapa, Shailendra Singh and Simon Dunmore (during the IMS), it helped me understand Indian platform. I was very keen to come and experience it in India. I thought it will be great opportunity,” said Matthew Charles, DJ residing in Middle East. He will be playing at the MTV bloc party, in Juhu next week. DJ Opiuo who is a Kiwi and calls Australia his home will also do his debut performance in India at the MTV block party. Performing in Sunburn dance music festival for more than four years, Dunmore said, “It was initially couple of people (during Sunburn festival) now it’s around 40-50,000 people. Indian communities are travelling all over the world. I have seen Indians in Europe also; now we can see the whole movement take effect as they spread the word.”With no strings attached to this form of music it has been changing and getting more party goers on the dance floor. Dunmore said, “The whole business of music has been changing because of technology. This change is for better. It’s become so mechanical and technology driven that I feel that there is a lack of human element.” Dunmore had been in DJing for over 25 years and has adapted to new forms and genres as well as performing traditional sense of music involving vocals. He added that multiple DJ’s platform is the way things in dance music scenario are receded. This multiple DJing have been spreading globally. “In Australia in the year 2012, everyone was enthralling with many international dance events. Sydney, Melbourne and Perth are the three major cities growing for electronic dance music,” said Opiuo. Charles said, “There have been a global recession but this has not affected events from happening, maybe people want to stay away from stress so they are partying and socializing more. It had been a strong year for European market and party is busy and much music had been released.”Last couple of years, United States has witnessed an explosion in Electronic dance music, which is still growing. EDM had originated from US. “Previous years, Electronic dance music played a dominate role. Now in Europe and UK, Deep House Sounds has become extremely popular. There is much more diversity with sounds to popular dance music. It’s super healthy as far as I am concerned,” said Dunmore. Charles added Deep and electronic house has a strong response in India. “India is an exciting place culturally. Dance is culturally there but I want to get the funkiness in the country with my own style,” said Opiuo. Dunmore emphasized that India is a country with a huge population and even if a small per cent of these people embrace dance music it will be a huge market.

Global ad spend up by 4.3 per cent in 3Q: Nielsen

The global ad market saw healthy growth during the third quarter of 2012, according to US media Research Company Nielsen's quarterly Global Ad View Pulse report. Spending was up by 4.3% over Q3 2011, to $139 billion. This gain outpaced the 2.7 per cent growth seen in the first half of last year. An influx in advertising investments drove growth in the Middle East and Africa (up 18.9 per cent YTD), as well as in North America. The North American market showed a five per cent increase through September, bolstered by an impressive 10.2 per cent increase during the third quarter. In the US, both the automotive and industry and services categories increased by double digits year-over-year, for both the year-to-date and Q3. The industry and services category includes political ads, a big spend area leading up to the US presidential election. Nielsen global head, advertiser solutions Randall Beard said, "Growth in global ad spend accelerated in Q3.The Olympics, a major media event in all parts of the world, and the US presidential election helped drive investment up. We'll be watching carefully to see if the growth was sustained in Q4 and into 2013, or if there's a dip in comparison to this year."Ad spend also grew in the Asia Pacific region, reporting a 2.7 percent increase in ad spend for the year-to-date through September and a 3.5 per cent increase for Q3. Ad spend for the region was supported by the recovery of China's advertising market, which showed positive ad-spending trends in Q3 (up 3.1 per cent) after two consecutive quarters of decline. Western Europe, which reported a 2.7 per cent decrease in year-over-year ad spending during the first half of 2012, saw deeper Q3 cuts in advertising (-4.8 per cent), as advertisers watched their budgets carefully due to ongoing economic instability. This decline contributed to a year-to-date decrease of 3.4 per cent in Europe.

SVG Media launches data-backed display ad network Velocity

SVG Media (formerly known as Tyroo Media) has announced the launch of its data-backed display ad network, Velocity. It is billed as ‘the largest targeted reach network’ and claims to be the ‘first and the only data backed display ad network in the region offering targeted reach and relevant audience’. Velocity’s product portfolio includes audience display, video, mobile, rich media, social, data targeting and specialty display. SVG Media’s display ad network business, Tyroo Audience, has been dissolved to make way for Velocity. Manish Vij, founder and chief executive officer, SVG Media, said, “The online display advertising ecosystem is evolving and changing rapidly. We, at SVG Media, believe in responding to changing market needs. Velocity has been created to bridge the gaps that exist in the online display advertising ecosystem."A press statement from the company said the online display ad ecosystem is fractured due to a huge spillover in finding the right audience, and Velocity is expected to utilize the benefits of buying using high-scale data and analytics to make display work as effectively as non-branded keyword search. Piyush Rathi, national sales director, Velocity, added, “Velocity has over 33 million unique users across multiple audience segments and capable of offering the right audience on digital display, including videos, irrespective of the placement and format through the use of audience data. All major display exchanges are integrated with Velocity on display and mobile ad ecosystem, offering the opportunity to reach almost all internet users in India.”

Tata Photon tags message to car keys

Tata Docomo has launched an on ground activation to engage with its target customers through Photon branded parking tags. As a pilot project, the brand launched the campaign at One Lounge, a bar in Pune. A customer, who gives his or her key to an attendant for valet parking, receives a Tata Photon branded parking receipt. The attendant also ties a dongle shaped Photon tag on the key chain, which instantly grabs attention when the key is returned. The tag mentions the post paid plan rate and invites customers to call for a live demo. The activity is concentrated towards the weekend as the brand believes that lounges and hotels on an average receive 500-700 cars on weekends. The brand has distributed 700 tags, out of which it has received 100 leads till now. Being a low cost, high impact activity, the brand has spent a mere Rs 10,000 on the project. To tap the lead generated from interested callers, Photon has set up a dedicated call service. Although the activation has begun with One Lounge in Pune, the brand intends to tie up with other five star hotels and lounges to spread the activation in other circles.

Baggit takes OOH route to build up brand

Outdoor is emerging as a medium of choice for reaching out to consumers for many brands in India. Baggit, bag makers for women, recently rolled out an extensive outdoor campaign to attract a larger TG. The outdoor promotions began mid-December and were on till the end of the month.Baggit rolled out the OOH drive in Mumbai, Delhi, Hyderabad, Pune and Bangalore. Laqshya Media executed the campaign. The driving objective of the campaign was to communicate with key markets and re-position brand Baggit. The activation was executed through billboards to get maximum visibility and exposure, apart from creating awareness. The target audience was SEC B and above.

Colors launches two new fiction properties

Colors is all set to introduce two new weekday fiction shows ‘Sanskaar – Dharohar apnon ki’ at 9PM and ‘Na bole tum na maine kuch kaha – Season 2’ at 9.30PM. The two family-based fiction series, which would be telecast from January 14, 2013, will replace ongoing show ‘Bigg Boss – Season 6’. On the 9PM time slot, ‘Sanskaar’ will compete with ‘Diya aur bati hum’ of Star Plus, which has been ruling for some time now, ‘Hongey judaa na hum’ of Sony Entertainment Television and ‘Pavitra rishta’ of Zee TV. The channel has launched an extensive marketing campaign for the promotions of both the shows on different media platforms such as television, print, outdoor and radio.. About 5000 spots have been booked primarily on regional, entertainment and music channels. Cable advertising is also being carried out as a part of the marketing activities. For the upcoming ocassion of ‘Makar Sankranti’, on-air content has been created as well.Large scale promotions are also being carried on the radio platforms with 9000+ ad spots in 40+ cities. The channel has also tied up with Big FM in Gujarat since the shows pertain to the Gujarati community.Since the print media offers a high reach as well, the channel will be promoting the shows through 100+ ads in more than 50 cities. Also, an extensive outdoor campaign has been launched in 25 cities across HSM markets to create a buzz about the shows.As a part of the on-ground activities, the channel has associated with the kite festival and created branded kites in context to both the shows.

WPP buys minority stake in Globant

Global communications services group WPP has agreed to acquire a 20 per cent stake in Globant S.A., an emerging worldwide provider of technical expertise and design and creative capabilities in the development of software products that can be applied to digital marketing campaigns on a global scale. WPP will invest approximately $70 million for acquiring the Globant stake. Headquartered in Buenos Aires, Globant employs 2,700 professionals in capacities ranging from engineers, marketing specialists and designers in 21 offices across 14 cities in Argentina, Brazil, Uruguay, Colombia, the United States and the United Kingdom. The company's approach is unique in that it provides clients with both the infrastructure and technical support that drive digital marketing campaigns, combined with the creative and design skills usually found alone in digital agencies. Globant's net revenues for the year ended 31 December 2011 were $90 million and net revenues for the six months up to 30 June 2012 were $56.9 million with total assets of $69 million as of 30 June 2012.

Global mobile advertising revenue to hit $11.4 billion in 2013

The mobile advertising revenue worldwide is expected to jump 19% year-over-year to $11.4 billion in 2013, according to Gartner. The firm projected that revenue is projected to reach $24.5 billion in 2016, with mobile advertising revenue creating new opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions. The mobile advertising market took off even faster than they expected due to an increased uptake in smart phones and tablets.

Founded in 1984, Percept, an entertainment, media and communications company, today , is at an enviable leadership position with a team of 1200 people and 62 offices across India and Middle East. This publication has been exclusively created for our stakeholders. The contents of this publication has been created with inputs from Percept Companies and Divisions. This document may not be reproduced or circulated without prior consent from the Corporate Communications Department at Percept Limited.

© Corporate Communications, Percept Limited, P-22, Raghuvanshi Estate, 11/12 Senapati Bapat Marg, Lower Parel (West), Mumbai - 400013, India. Tel: +91-22-30448400 Fax: +91-22-24911281 Web: Intranet: Email:
This page is best viewed in 1024 x 768 screen resolution and above.