MAM

"We will do deals for our clients as long as they are cost-effective" : Punitha Arumugam Madison Media (West) COO

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2016/01/25/Punitha%20Arumugam.jpg?itok=cf337Tpu

She has been played a large role in taking the Sam Balsara promoted Madison Advertising , a 14-year old agency with capitalsied billings of Rs 4 billion, to the heights it has over the past few years. And she has gained a reputation as a media professional par excellence.

 



Madison Media West‘s COO Punitha Arumugam oversees accounts such as Kinetic, the Essel Group, P&G, Godrej and BPL among others. Arumugam combines the best of research experience with a flair for understanding the psychographics of various media.





Indiantelevision.com caught up with Arumugam for her views on the forthcoming World Cup cricket 2003.

Excerpts -

Which clients will Madison leverage for the World Cup?



Madison Media will leverage all its brands/clients for the World Cup cricket 2003 as long as the deal makes cost effective sense. If it is not cost effective, then none of our clients will use it.

Will you prefer Doordarshan or Max? Why?



There is nothing like a preference for either of the channels. Our clients use both DD and MAX to advertise their brands regularly. The choice of the channels for the different brands is a function of their target audience/markets/budgets/activity requirements.

What do you think is the size of the total advertising spend?



During the last World Cup 1999, both DD and ESPN/STAR Sports mopped up over Rs 2.5 billion. Therefore, it would not be surprising that the current World Cup should garner ad spends of around Rs 3.5 billion. The industry is already talking about these figures and they don‘t seem so unrealistic.

"The choice of either DD or MAX for different brands is a function of their target audience, markets, budgets, activity requirements"

Can brands afford to ignore the World Cup?



From my perspective, there are three type of clients :



Type 1 - "MUST" USE CRICKET :

These clients could include the durables; the two-wheelers; the soft drinks companies; and others. These are the sort of clients who believe that cricket is a unique vehicle that gives that big dhamaka required to woo their consumers. These clients prefer to be on cricket broadcasts; come what may! They will also be willing to pay a premium for being present. They will be the early birds who will be the first to tie up for the World Cup Cricket (WCC).

TYPE 2 - "MAY" USE CRICKET :

These clients could include the typical FMCG clients; to whom cricket is another programme available in addition to the numerous soaps/movies/other genres to reach their consumers. These clients will be on cricket only if the buy makes cost effective sense when compared to their regular buys. These will be clients who will be amongst the last to tie up with MAX and are likely to be the "distress buy of left over FCT " clients.

These will be clients who will also adopt smart scheduling - prepone/postpone campaigns because of World Cup or avoid taking programmes that clash directly with World Cup telecast

TYPE 3 : "HOW TO" USE CRICKET :

These clients could include those who look at cricket as an opportunity to break away from the regular clutter and create

innovative / stand out ways to reach their consumer. These clients will associate with cricket depending on the "big idea on cricket " that

their agencies work out for them / channel is able to work out and produce for them. These will form the bulk of the second level clients who will tie up with WCC

Therefore, the type 2 and type 3 clients can ignore the World Cup. Also, given that most of the cricket matches are getting over by 9.30pm and the fact that some of the best prime time programmes on channels like STAR/Sun are after 9.30pm, these clients do have options to advertise other than World Cup

Which brands have already jumped on to the WCC bandwagon?



I shall mention the categories first: soft drinks, two-wheelers; durables; telecom; paints; FMCGs, textiles, banking and insurance. One keeps hearing about the certain brands and companies such as Pepsi, Hero Honda, LG, BSNL, Asian Paints, Cadburys, ICICI, Raymonds, HLL etc. I won‘t be able to give any specific details at this point of time.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/wat.jpg?itok=IXRXfgmW
WAT’s Your Big Idea​ 2.0 receives over 240 entries this year

WATConsult, India’s leading and most awarded digital and social media agency, a part of the Dentsu Aegis Network, has received a phenomenal response to their second season of WAT’s Your Big Idea (WYBI). With participation from over 30 educational institutes, WYBI 2.0 has received a total of 240...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/burbon.jpg?itok=4am9uIHN
Bourbon celebrates friendship in new TV commercial

MUMBAI: Britannia has launched a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Timex%20800x800.jpg?itok=YTIcYEQV
Timex, Blink launch smartwatch to help you stay fit

MUMBAI: American brand Timex has launched a smartwatch, Timex Blink in collaboration with Indian start-up Blink and will be launching a TVC informing people about it.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/laban%20800x800_0.jpg?itok=cTUwWY7O
Laban launches first TVC in India

MUMBAI: Laban, the confectionary brand from Norway that came to India early this year has released its first TVC, bringing alive its key properties. The TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Vivek_Bhargava-Rubeena_Singh.jpg?itok=qfTo95Pg
How iProspect's Vivek Bhargava foresaw a digital future two decades ago

One trip to the US in 1997 was all it took for a young man’s entrepreneurial journey to begin. When this man, who was taking global trips on behalf of his family business to sell tablas and sitars, decided to sing a different tune, he was told by his father to pack his bags and get going without...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Ted_Talks_0.jpg?itok=dC_9ar5q
Star Plus says #DontKillIdeas in first Ted Talks India campaign

MUMBAI: Star Plus and the global digital platform for ideas, TED, have come together to India to create a collaboration never seen before on television.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Vinay_Singhal-Amit_Gupta.jpg?itok=310KaVnH
WittyFeed brings Httpool on board as sales partner

MUMBAI: Httpool has appointed WittyFeed as its partner to monetise the website’s display ad inventories and be its exclusive representative for India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/voda_0.jpg?itok=88Fe3vhg
Vodafone launches industry’s first end-to-end IoT solution

MUMBAI: The internet has come a long way from connecting only mobile phones and laptops to include smart homes, wearable technology, and smart cities. With the growing recognition for Internet of Things (IoT), the market for IoT in India is poised to reach $9 billion by 2020.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/delhi.jpg?itok=ts4wb1wL
Virat Kohli & Ola team up against Delhi air pollution

MUMBAI: With Delhi-NCR battling smog and heavy air pollution levels over the past week, Ola has kicked off the fourth leg of its year-long campaign, #FarakPadtaHai. The campaign was launched on 5 June, World Environment Day, to raise awareness about congestion and pollution issues and encourage the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories