MAM

Ad creatives react to Star Plus' 3D innovation

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/20/Star%20Plus.jpg?itok=A4-Qiw5G

MUMBAI: Star India is coming up with its one of the most expensive show – Mahabharat – and it is surely spending a lot of moolah in promoting it.

When you have a mega property, you probably have to think mega-plus while trying to communicate its scale to your consumer. That‘s something many a company follows. And that‘s the tack even Star India took today to announce the launch of its epic Mahabharat which is slated to air on its Hindi GEC Star Plus from tonight.

A four page false cover ad adorned today’s Bombay Times  (an advertorial, entertainment, promotional  supplement of The Times of India). It featured the epic show‘s characters (Arjun, Draupadi and Duryodhan) of Mahabharat. And to top it all, it was all in 3D! Yes, you read it right.

KV Sridhar and Viral Pandya feel that the 3D effect was unnecessary

In fact, the network is leaving no stone unturned to create enough and more buzz related to it.   From 3D innovations on  OOH platforms across cities to promos on 25 other channels apart from the Star network, the channel wants to make sure that people don’t miss out on its blockbuster epic.

The show is estimated to have a budget of  Rs 100 crore and out of this, 20 per cent has been allotted to marketing.

The innovations which have been conceptualised by Contract Advertising, however seem to have failed to dazzle other creative heads. Leo Burnett NCD KV Sridhar feels that there is nothing new in the so-called innovation. “It’s an old concept and will only attract small children’s attention especially today when 3D is a common phenomenon,” he says while emphasising on the fact that innovations today have moved up a notch with augmented reality.  

He’s not alone.  Even Out of the Box CCO Viral Pandya feels that there was no need for a 3D effect when the message would have been effective enough in  2D which Star did with the Mumbai morninger Mid-Day and The Hindustan Times Café did. “If one looks at the Volkswagen Talking newspaper (again TOI and The Hindu) innovation which appeared three years back, this is just plain blah! There is no idea in it expect for showing that one has enough money to spend.”

The two innovations most can’t get over are the ones created for the German automaker (Volkswagen) which got everyone talking. As per reports, the Das Auto company spent close to Rs 6 crore on that exercise. The other one (2011) was the integrated 3D campaign for Audi A8 L.

However, there are a few who feel that the innovation did encourage them  to pick up and try on the 3D glasses. “It did manage to create a little bit of noise,” says Lowe Lintas & Partners NCD Arun Iyer who adds, “It surely would have cost them a bomb!”

Whereas Arun Iyer and KS Chakravarthy say that it did manage to create a little bit of noise

Draftfcb Ulka NCD K S Chakravarthy (Chax) too believes that Star‘s innovation - something which no other channel has attempted before - is bound to have had an impact. "It‘s not as if 3D hasn’t been done before but the scale at which at which it has been done by Star could have worked in getting it noticed," he says.

One just hopes that for Star‘s (it has been pushing the pedal on marketing and has been showing chutzpah just like Levers or P&G or Coke ) sake that 3D translates into TVT.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/timthumb-9.jpg?itok=d_k5pwSq
ABBY Awards 2018 announces jury chairs

MUMBAI:  After announcing the master jury for the creative category, the eminent ABBY Awards that recognises and rewards excellence across advertising, marketing and media has now announced the illustrious jury chairs for the media, broadcaster, publisher, branded content & entertainment,...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/wat-consult.jpg?itok=n0UvViaJ
WATConsult & TOTAL join hands to launch Ride for Legends

Keeping true to TOTAL Hi-Perf Motorcycle Engine Oil’s brand promise of making your ride enjoyable, TOTAL with WATConsult, the digital and social media agency from Dentsu Aegis Network India, has taken a step forward to launch an initiative to salute unsung legends of the country.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/Bajaj-Finserv.jpg?itok=9OIIR6-7
Bajaj Finserv new ad drives awareness around insurance

MUMBAI: Bajaj Finserv has launched a TVC campaign to drive awareness around width of products offered through its lending, life insurance and general insurance arm. The third phase of ‘Think It. Done’ campaign highlights the set of possibilities in every individual’s life thereby giving a solution...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/Fossil.jpg?itok=Ao2FPVF8
Fossil assigns media mandate to Carat

Fossil Group, a global design, marketing and distribution company that specialises in consumer lifestyle and fashion accessories, has roped in Carat as its media agency.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/hero_0.jpg?itok=0JrQdfeF
Google Pay launched in US, UK; Tez gets new features

MUMBAI: Google is attempting to become a hit in the vast payment space as well. After launching Google Tez in India a while ago, it has come up with a system to rival the world – Google Pay. It comes elements of Android Pay (a Google product) and Google Wallet. The Android app is free to download...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/suzuki-acess.jpg?itok=Mc8KL9qM
Suzuki Motorcycle rolls out phase 2 of #KamPeetaHai campaign

Post receiving a great response for Suzuki Access 125 campaign of Kam Peeta Hai, Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer, Suzuki Motor Corporation Japan and Happy mcgarrybowen have rolled out the second phase to the campaign for their flagship scooter brand. The campaign...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/mayori.jpg?itok=bgiVAIbZ
Performics.Resultrix bags digital mandate for NIIT

NIIT has entrusted its digital mandate to Performics.Resultrix, the digital end-to-end solutions company under Zenith India.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/gaurav.jpg?itok=uhbg4vaW
FIHL hands media mandate to Carat India

Franchise India Holdings (FIHL) has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/gopalan_0.jpg?itok=Cne-2bsw
Madhusudan Gopalan becomes MD, CEO of P&G India

P&G India has announced Madhusudan Gopalan as the company's new managing director and CEO. He will take charge on 1 April 2018.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories