Television

Money well spent on ads guaranteed to give returns

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/17/amitabh%20baccha.jpg?itok=i70___-1

MUMBAI: Amitabh Bachchan is by far the biggest brand in India today! Everyone agrees with that. The main agenda of this session was to throw light on the ways advertisers could use television to ensure better ROI for their brands. While O&M group president and national creative director Piyush Pandey dominated the session with more presentation and less facts and figures, what he said drove home the point that there were two ways advertisers could use television to ensure better ROI for their brands - badly and well! It all boils down to the fact that at the end of the day it was all about content.

The session was conducted by CNBC India corporate editor Govindraj Ethiraj while the keynote address was given by Pandey. The panellists were BBC World director of airtime sales Jonathan Howlett, Bharti Enterprises corporate director marketing Hemant Sachdev, E! Networks MD Christine Fellowes and TVS Motor company VP marketing Harish Krisnamachar.

Pandey stressed on the point that the content of the ad has to be distinctive and has to stand out and only then it would be able to get the ROIs. He added, "If you dont have some thing different then might as well put that money in a savings account and get returns on that!" He also showed his displeasure at the India Shining campaign and dismissed it as a funny campaign.

Pandey showed some ads made by O&M like Amaron batteries, Hutch, Asian Paints, Alpen Liebe, Center shock chewing gum, Sprite and Cadburys Five Star. Pandey said after the Amaron battery ad was launched the market for it grew by 45 per cent in 2002. "Spend your money well and you will get the returns" was the mantra of this ad guru.

Talking about Sprite and its innovative ads, Pandey said that it was the smallest spender when compared to the other cola and orange drinks but the ad made so much of an impact that in 2002 its market grew by as high as 62 per cent. "Sprite will be bigger than Coke or Pepsi by May 2004," Pandey predicted.

Also two new products - Alpen Liebe, Center shock chewing gum, which were launched recently, were market leaders in 10 months after their launch due to the advertising said Pandey. So the point was not just to drive sales overnight but to build brand images, which would give you sales over the years.

Fellowes said that their viewers were young and affluent trendsetters and the brands that were advertised on their channel catered to this genre of people. Brands like Kraft, Coke, BMW, Revlon, Visa, GAP, Ford and Sony were the ones that advertised on the channel.

Howlett on his behalf said that ROI were infinitely desirable but difficult to quantify. "It is a challenge for not only advertisers but all the marketers too," said Howlett. He further said that one could make the greatest ad in the world but if it was distributed well and not aimed at the target audience then it wouldnt give ROI.

Krisnamachar stressed on the point that brands build television. He cited an example of how 18,00,000 households switched off their television set when they got to know that Sachin Tendulkar was not going to play a particular match. On the whole, the advertising industry sifferred a loss of Rs 100 million (Rs 10 crore)on this particular day! Thats the impact of a brand that Sachin has become. Another such brand was the Big B himself!

So it is not the huge amounts of money that is spent on ads that guarantee returns but the clever and innovative way in which it is used!

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/kargi%3B_0.jpg?itok=QUnoYYjc
On the occasion of Kargil Vijay Diwas News18 India visits Kargil War Memorial

26th July is a very significant date for Indians and is engraved in golden letters as Kargil Vijay Diwas in the annals of Indian history. This year will be the 18th anniversary of the Kargil War. News18 India visits Kargil, where every year the Indian Army celebrates Kargil Vijay Diwas.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/ind.jpg?itok=yhUMhwC3
Sony sports channels to broadcast India’s cricket tour of Lanka

The Sony Pictures Sports Networks will broadcast India cricket team’s tour of Sri Lanka, which kicks off on 26 July 2017. The recent rebranding of sports channels has helped Sony Pictures Network India (SPNI) to devote Sony SIX, Sony SIX HD, Sony Ten 3 and Sony Ten 3HD for cricket coverage in...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/india-today.jpg?itok=WUZXG-GE
India Today magazine featured as 'Cover of the Day'

The society of publication designers, New York on www.spd.org selected India Today magazine’s latest issue cover 31 July 2017 on the China – Pakistan issue as ‘The Cover of the Day’. This puts the India Today magazine amongst the best in the world to be featured for brilliance in cover design.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/MTV.jpg?itok=_sBGCugK
MTV to air new reality show 'Dropout Pvt Ltd'

MUMBAI: MTV launched a new reality show MTV Dropout Pvt. Ltd, presented by Droom.in, powered by Micromax and Maruti Suzuki and grooming partner Gillette which will see the birth of the world’s first ever start-up formed on television. Created by Monozygotic and co-developed by MTV and Monozygotic...

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/shruti.jpg?itok=QRu_q5yE
Shruti Anindita Varma appointed BAG Films' business & creative head

Veteran creative expert Shruti Anindita Varma has joined BAG Films & Media Ltd as the new business and creative head and will be responsible to drive its creative excellence, in-sync with the ongoing transformation of Media and Entertainment industry in Indian market.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Punit-goneka-800x800%20%282%29.jpg?itok=KJDyzBsr
ZEEL reports steady Q1 FY2018 results

MUMBAI: It’s been a hectic first quarter of FY 2018 for homegrown media power house -- the Essel Group promoted Zee Entertainment Enterprises Ltd (Zeel). The company has gone ahead for some corporate restructuring and has also declared its Q1FY2018  financials which, if not impressive, at least...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/DD-800x800_1.jpg?itok=dnHWjk4Z
DD announces short film contest on Independence theme

NEW DELHI: Doordarshan has announced a Swatantra Bharat Short Films Contest to mark the 75th anniversary of Quit India Movement and 70th anniversary of India's Independence next month. The aim is to create awareness, education, encouragement and enlightenment about inspiring, real-life stories of...

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/NDTV-newsroom.jpg?itok=rwNsboTL
NDTV restructures biz & newsroom amidst reports of layoffs

NEW DELHI: Buffeted by allegations of tax evasion and money laundering, which are being contested in appeal tribunals, one of India’s first private sector TV news organization NDTV has said it is reorganizing newsroom set-up and resources available to adapt to changing technologies like MoJo or...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/24/war.jpg?itok=DB4RB8xx
Star World launches Game of Thrones season 7 with personalized posters

The great war is finally upon Westeros as the much anticipated first episode of Game of Thrones premiered on Star World last Tuesday at 11 PM. In order to promote the launch, Star World undertook a mammoth digital campaign to engage with fans. By tapping into current trends on social media and...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories