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/default/files/styles/smartcrop_800x800/public/images/mam-images/2016/01/25/Punitha%20Arumugam.jpg?itok=8U65pMf7

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/default/files/styles/340x340/public/images/tv-images/2018/12/13/Rubeena-Sigh-CEO-iProspect-India_hirespic.jpg?itok=8sjWWNiQ
iProspect India launches initiative to empower women

iProspect India, the digital performance agency from Dentsu Aegis Network, has announced its Women@iProspect initiative that will focus on safety, gender diversity, and leadership for its female employees. The initiative is a part of its Women@Dan programme.

MAM Media and Advertising Digital Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/mm.jpg?itok=5I7BE3LL
Mumbai Mirror launches the 2nd leg to the city-wide campaign ‘Operation Khataara’

Mumbai Mirror, the city’s favorite daily, takes its civic campaign ‘Operation Khataara’ to the next level by launching a multimedia campaign.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/role.jpg?itok=I0e8t7go
Role Expansion for Vincy Jathanna, Ipsos Observer IndiaService Line Head

Keeping in view Vincy Jathanna’s stellar performance in growing the business of Ipsos Observer in India

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/WATConsult.jpg?itok=ls3AI8Ud
Guest Column: To win and how to win - The always good question in advertising

Advertising - the shiny shop front of marketing, is famously not a fixed entity. It moves, morphs, adapts, transfigures, gets deformed and always rests with a new face every few months.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/Abhyuday_Jindal-Ajey_Shiledar-Anil_Nair.jpg?itok=hIE2hNZx
L&K Saatchi & Saatchi wins creative mandate of Jindal Stainless Group

Leading Stainless steel conglomerate, Jindal Stainless Ltd. has announced the appointment of L&K Saatchi & Saatchi as its creative Agency on Record (AoR). The appointment follows a multi-agency pitch, which was won convincingly by the Publicis Groupe-owned agency for its superior...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/Olympic_Gold-Tata_Motors.jpg?itok=7PDtt9QW
Tata Motors launches elite wrestlers development program

After announcing itself as the principal sponsor of the Wrestling Foundation of India (WFI) in August, Tata Motors Commercial Vehicles Business Unit (CVBU) has further extended its support to the sport in an exemplary way by setting up the ‘Tata Motors Elite Wrestlers Development Program’. The...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/Believe.jpg?itok=Kd-jOrDg
Thrive Global India launches editorial campaign - 'Believe'

Thrive Global India recently launched its editorial campaign “Believe”, which will tell extraordinary stories of finding and nurturing belief in situations that, at the outset, appear bleak. This was kickstarted by an honest conversation between Thrive's founder and CEO Arianna Huffington and actor...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/12/ficci.jpg?itok=4K2Fvclx
Indian Foodservice industry to reach Rs 5,52,000 crore by 2022 with a 10% growth

Industry leaders of the Indian Food Service Retail sector today highlighted the upcoming golden decade of the growth in the industry driven by the changing consumer behaviours and influx of technologies within the business.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/12/PPL.jpg?itok=JQRkXGlN
SIMCA Members join PPL, for monetizing their Public Performance Rights

Members South Indian Music Companies Association (SIMCA) has entered into an agreement for monetizing its public performance rights with Phonographic Performance Limited (PPL).

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories