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 Marketers cash in on football frenzy
With the World Cup in South Africa, live matches will be shown prime time in India, with an expected television viewership of 110 million. The numbers may appear small, yet, given the list of sponsors, the popularity of soccer seems to be on the rise. Vodafone and Airtel DTH are the presenting sponsors, while associate sponsors are Nokia, Samsung and Hero Honda. The list of spot buyers includes Parle Agro, Pernod Ricard, Micromax, BPCL, Coca Cola and Jhaveri Industries (makers of Badshah Masala). Cos try to corner profit on Jabulani
Average buys were between Rs 1.75 to 1.95 lakh for 10 second spots. The main sponsor is said to have paid Rs 16 crore for 64 matches, while associates paid Rs 13 crore, sources said.
The latest Nielsen Global Online Survey reveals that eight out of ten (81%) Indians are expected to follow the live telecast of the game on television. About 58% is expected to follow it in the newspaper, and half are likely to watch the games in delayed broadcasts and highlights on TV.
Internet on mobile phones (34%) is another option of following the game along with online video clips (30%), online streaming (28%), radio (20%), online blogs/chat rooms/forums (18%), video clips and applications on mobile phones (both 14%), and podcasts (6%). |
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Indian audiences take a shine to non-mainstream foreign films
India is developing a taste for foreign cinema. Movies belonging to a variety of genres from many parts of the world are finding an audience in India. They are being released in ever-growing numbers on the big screen, shown at restaurants and pubs or going direct to video. Sunil Doshi, founder and promoter of Turner Broadcasting-owned Lumiere Movies, has released the French title Persepolis and the Lebanese movie Caramel in India. He has now lined up 24 foreign movies for a theatre release in the next six months.
Their share of the box office (theatrical release) has tripled to about 15% from a 5% share that they were collecting until a few years ago, according to Doshi. Some 60 foreign titles were released in India last year, earning a total of Rs380 crore, estimates a report by the global audit and consultancy firm KPMG and the Federation of Indian Chambers of Commerce and Industry (FICCI). The KPMG-FICCI report predicts total entertainment industry revenue (including Bollywood) will grow at a 8.9% compound annual growth rate to reach Rs13,670 crore by 2014. |
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 Fujifilm to step up brand campaign in India
Japanese digital imaging firm Fujifilm on Sunday said that it will step up brand-building activities in India to catch up with competitors like Nikon, Canon and Sony. The company, which has earmarked Rs 20 crore for various brand building activities, has also set a target of touching 1,500 retail points from the present 1,000 by this year-end. "This year, we plan to accelerate our brand awareness activities. One of the challenges before us is the lack of awareness among the customers that we are also in the digital camera segment," said Fujifilm India managing director Kenichi Tanaka. |
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SPORTS BOOST - IMG Worldwide, RIL in deal to promote basketball in India
Sports and entertainment agency IMG Worldwide Inc. and Reliance Industries Ltd (RIL) scored an agreement that could eventually lead to the formation of an Indian professional basketball league. As part of the 30-year deal, the Basketball Federation of India (BFI) has granted the IMG-RIL joint venture commercial rights to basketball in India, including sponsorship, advertising, broadcasting, merchandising, data and franchising rights.
IMG and RIL formed a joint venture in March to develop market and manage sports and entertainment in India. Forstmann said the venture with RIL was formed to tap into a market of 1.2 billion people that boasts a fast-growing middle class and a young demo- graphic looking to branch out beyond the wildly popular cricket.
IMG and RIL are not alone in wanting to develop basketball in India as the National Basketball Association in March announced a partnership to start a recreational league for 14- to 18-year-olds with another Indian conglomerate, the Mahindra Group. |
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 AD WORLD second coming for product placement in TV soap operas
Brand integration in television soaps, which began five years ago, only to fade away over pricing and other issues, is back. Hindi entertainment channels, which make an aggregate Rs 3,000 crore every year from advertising, according to industry estimates, are again allowing branded products to be part of their scripts.
In the Bidaai serial on Star Plus, when actor Alok Nath talks with his daughter-in-law on money and education for children, the conversation promotes P&G’s CSR campaign called P&G Shiksha. On Colors, Jagdish (in Balika Vadhu) stands first in class and there's a celebration with Minute Maid Nimbu Fresh, a lemon juice drink. Imagine TV, features a fashion show in its Radhaa Ki Betiyaan serial that's sponsored by Johnson and Johnson's Stayfree brand. Imagine is now in talks with advertisers of brands such as Mirinda, Nokia and Idea Cellular for placements in their soaps and serials as well as in reality shows.
Anupam Vasudev, EVP, Star India, said the network has created a centralized brand solutions team headed by VP Lydia Fernandes. The team will look at product placements (at a network level), among other activities such as creating a buzz for brand.
However, not all channels are upbeat about brand integration. Sony, part of Multi Screen Media Pvt. Ltd, for instance, will take this route only as an exception, though it does place brands in its non-fiction formats. |
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