MAM

Playwin sets aside Rs 200 m. for ad blitz

MUMBAI: It's paying out big money. And not just in prizes.



Playwin, the online lottery wing of Subhash Chandra's empire, has set aside a mammoth budget of nearly Rs 200 million for promoting the newly launched Maharashtra lottery for the first two months. Full page advertisements in daily newspapers and an extensive outdoor presence mark Playwin's promotions. A recurring presence on all of Zee's channels is an added bonus for the online venture.



Playwin head Sanjay Das says the Bonus Ball scheme launched in Maharashtra in December 2002 and Maha Lotto, that followed it last week, have met their initial targets in terms of ticket sales. The profile of the targeted customer has changed, says Das, as Maha Lotto requires participants to part with Rs 100 for a ticket. While the returns promised are equally huge, Das says the company, which earlier targeted the younger set and the middle and lower middle classes, is now also looking at targeting the office goers and higher end executives, luring them with creative ads across media. "It is an FMCG product, and we have to sell it like one," says Das.



All three of agencies employed by Playwin for the purpose - Ambience, Saatchi & Saatchi and O&M, as well as Madison - the agency of record, have been roped in to create the buzz required around the online lottery to lure in more of first time customers.



Das says the company has also instituted an inhouse research team that has been meticulously monitoring the effectiveness of the ads across geographical locations, as well among different age and class groups, feedback from which is being used to create the next set of ads.



While Playwin's ambitious plans of spreading its wings across other states may have got a setback with the Tamil Nadu government issuing a blanket ban on the sale of all lotteries on Thursday, Das says the company is still eyeing the markets of Haryana, Rajasthan and Punjab, among others. "We will keep launching in different states, in keeping with the regulatory environment in those states."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/26/sports5.jpg?itok=u-lAQRy8
Samsung is presenting sponsor for Star broadcast of British Premier League

Samsung India is the presenting sponsor for the broadcast of the much awaited 26th Season of the Premier League (PL) that will be brought live to football fans in India on Star Sports Select and Star Sports Select HD.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/gurukul.jpg?itok=bPkYLh9n
Cricketer Yuvraj Singh joins as partner and brand ambassador at Creator's Gurukul

Cricketing icon Yuvraj Singh has become partner and brand ambassador of Delhi-based new-age business space and services provider Creator’s Gurukul, and agreed to be the face-of-the-brand for the next four years.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/suhas.jpg?itok=4sIdtyGy
Rickshaw's design unit nets Future Consumer, Cambay Tiger & BarBar

Mumbai-based creative and communication agency Rickshaw has announced the launch of its design unit so as to cater to client needs and communication requirements.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Anupam%20Roy_1.jpg?itok=XGD4mlA1
JSW portable slag cement TVC launched

MUMBAI: ITW Playworx, the entertainment, media & communication arm of ITW Consulting, conceptualised and managed the launch of JSW Portable Slag Cement and celebration of Salboni Plant at Kolkata recently.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Untitled-1.jpg?itok=--vdD5Ui
Brand Street sets up fourth branch in Chennai

MUMBAI: Brand Street India , an integrated marketing agency, continues geographic expansion with the opening of it’s branch in Chennai. This will be the brand’s fourth office in India and second office in southern India after Delhi, Mumbai and Bangalore. The Chennai branch will be headed by Sreeram...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/25/Aditya_Birla_Fashion.jpg?itok=MSuO2mO0
Aditya Birla Fashion embarks on national expansion

MUMBAI: Aditya Birla Fashion and Retail Ltd.’s Van Heusen Innerwear & Athleisure business has announced a pan-India growth plan in this emerging segment. Since its foray last year, Van Heusen Innerwear & Athleisure has created a strong presence across 1700+ outlets across 80+ towns in South...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/19/guest.jpg?itok=aSc2eH-h
Guest Column: Start-up hacks: A cheat sheet for success

With the convergence of technology and media, we are witnessing tremendous activity in the start-up space.  From content to distribution to broadcast to affiliate opportunities, there is no dearth of new ideas and their backers.  Surprisingly not all of them are covering all their bases to crack...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/24/test.jpg?itok=m4erCRO8
India-Sri Lanka test series net a bagful of ground & instadia sponsors

The folks at India-based sports management firm ITW Consulting are sporting broad smiles on their faces. The reason: a clutch of brands has signed up as on-ground sponsors for the upcoming India vs Sri Lanka test series starting 26 July in the Emerald isle.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/07/24/ch.jpg?itok=Nyf60UeV
Gutenberg appoints Christina Daniels as director of content for India

Renowned content writer and author Christina Daniels has joined Gutenberg as director of content for India.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories