Percept Media rolls out 360 degree campaign for the launch of News Express

Percept Media- the media planning, buying & evaluation arm of Percept Ltd - has rolled out a 360 degree campaign for the launch of News Express channel that went on air on 28th July.News Express being launched by Sai Prasad Media is a free-to-air High Definition (HD) format channel. It's a Hindi news national channel targeted at the Hindi speaking markets (HSM) of India. The channel is positioned as a platform which showcases the everyday politics of life. It reinforces a point that politics does not merely exist in our legislative and electoral structures but also exists in our society and our day to day lives. The tag line of the channel is "Khabar Andar Ki".Percept Media has conceptualized planned and executed a 360 degree campaign for the channel from the launch to its sustainment in all the key centres across the nation. It has executed a mix of conventional & traditional media in their communication platforms. The campaign rollout includes Print, Electronic, OOH, Radio and Social media. It also will be executing interactive activation activities in multiplexes, malls & other high footfall centric locations. Other than the channel, Percept Media also does media buying for other allied businesses of SaiPrasad Media Group.Mukesh Kumar, Editor and CEO, News Express quoted: "We were extremely satisfied with the effective media plan Percept Media presented to us for the Channel. It was quite transparent and had a strategic flow to it with the right media vehicles being used at key intervals. We were extremely convinced that the media plan and the modules used for the communication will help us in reaching the target audience nationally and communicate the channel's message prominently."PM Balakrishna, Vice President, Percept Media added: "It was an exciting and a challenging task for us to conceptualise & execute the media plan and the campaign for "News Express". It needed a different yet effective media mix to communicate and position the channel at the right platform. We had put together the entire rollout in a very short span of time. We are glad that the client trusted us with our judgement and expertise and is happy with the results. We will be introducing various path breaking campaigns for "News Express" in the forthcoming months".

Percept Activ executes ‘Fresh on Campus’ campaign

Percept Activ has executed an innovative on-ground and social activation campaign, ‘Fresh on Campus’, an event organised by Hindustan Times and sponsored by Veet, the brand from Reckitt Benckiser India. The campaign, which kick-started in August 2012, covers cities like Mumbai and Delhi. The focus of Percept Activ is largely on brand communication activities, encompassing both promotional activation and event based activation across colleges in Delhi and Mumbai. The key responsibility of Percept Activ is to manage and execute the Sampling and Engagement Zones at freshers’ party held at various colleges. The Sampling Zone is an extending hand, wherein Veet promoters explain the product features and provide giveaway samples to college girls.

Tab Girl is another concept introduced by Percept Activ at the Engagement Zone. The Tab Girl communicates and educates the audience around the Zone with the use of the tablet PC about the ongoing activities around the zone which include Demo & Sampling - demonstrates the application of easy to use wax strips, Nail art zones - where nail artists showcase their talent and the Photo Zone - Here the promoters encourages the college girls who have gone through the initial engagement activities to pose with a cut out of Veet Brand Ambassador Katrina Kaif. Percept Activ connects these on ground activities on a social platform of Veet India which allow the girls to visit the Veet India Facebook page and tag themselves, and they also stand a chance to be included in the Veet Diva Contest.

Speaking on the project, Sanjay Shukla, COO, Percept Activ, said, “Brands today are increasingly attempting to gain access to college students in an organized manner. The key here is to integrate BTL with a well supported digital campaign. BTL creates experiential content and digitization amplifies it creating aspirational value. ‘The Fresh on Campus’ Campaign is a good example of this format.”This will help position brand Veet as a beauty brand among college girls, by allowing them to experience the expertise of the product through digital, on-ground activation and a post-event experience – testimony generation.

Sanjay Shukla – Industry Panelist for ‘EC Live Quotient Awards’

An esteemed panel of seasoned industry professionals graded each artist online based on his/ her work in the Live Entertainment space. Mr. Sanjay Shukla, Chief Operating officer – Percept Activ, the media arm of Percept Limited graced the panel discussion with his presence.

Said Sanjay, ”Today the whole world has gone experiential. It’s the experience that consumers look forward to, it’s the moment they live by, it’s the memory they share. And live performers are the cynosures. They are the live wires of our shows – packing up the treatment of senses for the audience. They make moments memorable. From the pages of history till date, the term entertainment has been refined, redefined and explored. It’s the imagination of an artist that gives birth to breathtaking performances and hence, enlivens experiences. It’s interesting how we have tweaked entertainment in the gamut of marketing and in no time we have an entire industry growing at a CAGR of 12%! Isn’t that a case study in itself? Rewarding talent is the best way to boost art and the artist. Live Quotient Awards is a one such effort, a genuine and much awaited platform for acknowledgement of the artist fraternity. In India we have a thriving pool of talent and it’s a tough task to choose the champion amongst champions. That will be a unique challenge for us (Industry Panelists) when we go through the short-listing process. I am excited to be a part of the Industry Panel.”

Percept Activ conceptualizes the launch of TRITVAM

A water-front, premium residential project on Marine Drive, Kochi

Percept Activ recently conceptualized and executed the launch of TRITVAM Residential Complex, a project by Tata Realty and Infrastructure limited on August 19, 2012 at Hotel Gateway, Marine Drive, Kochi (Kerala).TRITVAM, A water front premium residential project on Marine Drive Kochi envisages 2, 3 and 4 BHK apartments with a unique selling proposition of ‘Come-claim the home of your dreams’. Tata Realty and Infrastructure Limited, a 100-percent subsidiary of Tata Sons marked their entry into the second major city in the south with the launch of the project. TRITVAM signifies the confluence of three life elements – Earth, Water and Air .The complex located on the Marine Drive, a high end residential hub allows one to enjoy the spectacular water front from the high rise-homes and lets your senses feast on the glorious sunsets every day. With the bird sanctuary adjacent to the complex the residents will be surrounded with the soft chirps of the birds and can take pleasure in the green environs of the property. The geographic positioning of TRITVAM also allows excellent connectivity and proximity to the economic centers of the city.Percept Activ focused on the area of brand communication activities, encompassing both promotional activation and event activation. The target group for TRITVAM is primarily NRI’s, HNI’s & High Profile Business honchos, from a target age group of 30 and above. Taking this into account, Percept Activ’s objective for the launch involved inviting the target group for the launch event, formal launch of the product for consumers, educate and indulge the target group about the project of their dreams and thereby generate inquires for booking.

The two day event executed by Percept Activ took off with the traditional lighting of the lamp by the Sanjay Ubale, Managing Director, Tata Realty and Infrastructure limited, followed by an audio visual walk through and presentation of the project by the spokesperson. The Highlight of the event was the scintillating dance performance by Actress Isha Sharvani and Daksha Seth Dance Troup, followed by a Gala dinner. There were giveaways in the form of Lucky Bamboos and Umbrellas distributed among the 150-200 attendees. The second day, 20th August 2012 witnessed a press conference for 30-40 Media personnel’s followed by lunch.

MASH Advertising bags the creative mandate of AOC Colour Television

Appoints actress Kalki Koechlin for brand endorsement!

MASH Advertising won the creative duties for AOC Colour TV - an international lifestyle brand of TPV Technology Limited.

TPV is a US$ 12 billion business conglomerate based out of Taiwan. The group designs and manufactures a wide range of LED & LCD, displays for global distribution across Europe, North & South America, Australia, China, India and many other Asian countries. TPV has a network of global facilities with a production capacity of over 6.5 million LED/LCD units in a month. It has a workforce of over 50,000 employees across the globe in more than 100 countries.

Having a substantially high media budget, the company has planned aggressive media activities across all media platforms e.g. TV, Press, OOH and digital. They also have roped in Kalki Koechlin as a Brand ambassador for AOC TV.

Commenting Seema Bhatnagar Marketing Director - TPV India said “We were very happy with the cutting edge creative & thinking presented by Percept. Their approach definitely matches our aggressive foot print that we have chalked out for this market.”

Elaborated Amitabha Lahiri CEO- MASH Advertising said “We are simply delighted with this feat. One of the key yardsticks of a buoyant economy is the consumption of the high end Consumer Electronic items. And India has been scoring high on this for the past few years. The product quality of AOC coupled with an existing equity in the colour monitor segment will help us strengthen the brand foot print in India.”

Percept/H wins creative duties for Bharat Nirman

Percept/H has won the creative duties of ‘Bharat Nirman’, a set of flagship programmes initiated by the Government of India for the development of rural India. It was a multi-agency pitch that included seven renowned agencies such as Dentsu, Grey, and Concept, to name a few. The pitch took place in the month of July. The vision behind the Bharat Nirman project is to provide opportunities and facilities for the betterment of the rural population. Since its launch about six years ago, Bharat Nirman programmes have benefited rural masses across the country. The communication had always projected the schemes as an opportunity to improve and empower the lives of people, and the focus this year is to project the change that people have experienced in their lives through these schemes. The brief to the agency was to project the Bharat Nirman programmes as the ‘right’ or ‘haq’ of people, which the Central Government is providing and fulfilling. Percept/H took the approach to communicate the change in people’s life once they demanded their ‘haq’ and got it. Commenting on the execution of the campaign, Rajiv Agrawal, Executive Creative Director, Percept/H observed that till now the Bharat Nirman campaign has really been from the point of view of the Government and not from the point of view of the people. In a sense, it has tried to highlight the achievements of the Government rather than communicate a sense of empowerment to the people, who form the core of these programmes. “This is what we corrected. It’s a people’s campaign this time around – exhorting them to claim their right. It is classic storytelling which attempts to engage the audience in a warm, aggressive campaign. Also, the look-feel is deliberately different, non-sarkaari. I believe that social campaigns should not be any different in look and feel from brand campaigns. The principle remains the same – you are trying to engage your audience by providing them a sound reason-to-believe,” said Agarwal.

The jingle of ‘Bharat ke is Nirman pe haq hai mera’, directed by Paresh and Naresh Kamath and sung by Kailash Kher and Neha Bhasin, embodies the emotions of people who have taken their rightful ‘haq’; it also reflects the pride associated with the positive change that the people of India are empowered to bring about in their lives. The campaign has been conceived and developed by the creative team headed by Agrawal of Percept/H for TV, print and radio. The uniqueness about this campaign is not just about reaching the rural masses by the width of its media usage and reach, but more importantly, in the way this campaign has been creatively conceived, designed and produced to ‘connect’ with the rural masses. The seven programs covered in this campaign are across film, print and radio, plus a 90-sec film. These films have been sensitively produced and filmed by Pradeep Sircar and his Apocolypso team with Joydeep Sircar directing all the films. The campaign is being executed through a complete 360-degree approach with print, TVCs and radio. “The logistical challenges of executing the TVCs were immense: seven programme TVCs and one overarching jingle TVC, four language masters for each, making it a total of 32 master films and dubs in seven languages of each film, making it 56 dubs. So in all a total of mind boggling 88 films!” added Agrawal. Commenting on the win, Amitava Mitra, COO (North), Percept/H said, “Bharat Nirman has always been an extremely prestigious project for us and it was a matter of great pride for us to win it. The complexities involved in the execution of the campaign were extremely challenging with multiple programmes, languages, etc. But at the end of it is a hugely gratifying and satisfying experience.”