Vijay Mallya | Indian Television Dot Com

Ad Gurus pitch in to pull out 'Kingfisher Airlines' this week on Brand Equity

Submitted by ITV Production on Dec 09

Mumbai: Brand Equity on ET NOW this week brings to you a special episode focusing on the crisis-stuck Kingfisher Airlines and the popular song ?Kolaveri Di? that has become a rage on the web.

The show features top creative agencies - Lowe Lintas, Leo Burnett & BBDO to present their advertising to sketch advertising plans for Kingfisher Airlines which is going through a turbulent phase. The agencies battle it out and showcase their work to change the perception of the airline. The mission to salvage Kingfisher Airlines starts with the brainstorming session of Leo Burnett. The team designs a 360 degree approach with a theme of, "The Good times are back". The episode invites the audience to vote for their chosen campaign & the winner gets selected based on the votes.

While Anup Vishwanathan, EVP; Leo Burnett believes that Vijay Mallya has to be the face of Kingfisher Campaigns to change the perception of consumers & design a series of TVC, Inflight Promotional Videos, Print Campaigns, PR Initiatives and Web Campaigns; Josy Paul, Chairman & CCO; BBDO with his team propose a Public Service Campaign that will be launched through a theme film - Save the Kingfisher.

Arun Iyer, National Creative Director; Lowe Lintas relies on the idea of rebranding Kingfisher Airlines in times of crisis but discourages spending on advertising campaigns and suggests Viral Campaigns. He recommends that the viral campaign should further be divided into three phases, focusing on combating the crisis.

The second segment of Brand Equity looks at the viral marketing plan of Sony Music and Jack in the box for "Why This Kolaveri Di" song. Shridhar Subramaniam, President; Sony Music and Prashant Challapalli, Business Head; Jack in the Box reveal the idea to go viral and their future plans for Kolaveri Di. Within two weeks, the song has hit over 17 million views on You Tube and its only getting bigger and better. This was the first Tamil song to be played on FM in Bangalore and on MTV India.

Catch the full episode of Brand Equity on Saturday, 10th November 2011 at 2.30pm and repeat telecast on Sunday, 11th November 2011 at 11am & 10.30pm, only on ET NOW.

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Speed Always Gives Me A Thrill - Partho Dasgupta

Submitted by ITV Production on Jul 28

Speed thrills! He wishes to touch the sky when flying high. Times Now vice president and business head Partho Dasgupta reveals his passion for speed... something which until now, only his close friends were privy to. "Speed always gave me a thrill and that's one of the reasons why I learnt how to drive at a very early age, when I ideally shouldn't have been driving," says Partho.

I inherited the thrill for speed from my dad

Part of my thrill for speed has been inherited from my father. There is an air strip near Calcutta called Barrackpore, where many races were held. It was here that Vijay Mallya used to race in a Formula 3000 in those early days. I used to attend those with my dad when I was seven and that's where I got enamoured by speed. So much so that when I was young I used to drive with pillows under me. Once I was tall enough to drive a car, I got a license.

I want to do a flying course

I harbour a dream of doing a flying course some day. Flying gives the concept of speed, a whole new dimension. But unfortunately, there are no flying courses in Mumbai and Delhi. My dream is to experience the thrill of sitting in a cockpit and flying high.

There is a lot to learn from racing

I love watching Formula 1 and sometimes my friends ask me what do I find so exciting in watching all 64 rounds of the race. To which I tell them there is always something new and exciting in each of those rounds.

There is a lot to learn from racing. It teaches you about team work and that's something we can apply in our professional lives too. In the end, there is only one champion and it is the quality of work that you put in, which ultimately decides whether you are a winner or not.

Sundays are race days

There are a lot of things that I want to do and once I have more time in my hand, I will eventually do them. With all the work pressure, one hardly gets to do these things. I have participated in some rallies earlier but never in races. Nowadays there are places where you can hire a Formula 1 car for a day and you can go on a ride with trainers.

Sundays are sacrosanct for me and I try and switch my mind off work and chill. This is when I catch up on the races.

My longest drive has been from Calcutta to Delhi

My biggest stress buster is playing with my daughter. Secondly, I also love hitting the Mumbai - Pune highway on Sunday mornings. I zoom at a speed of 160 - 170 kph and try not to think about anything at all.

My longest drive has been from Calcutta to Delhi via Agra. The total distance was about 1700 kilometers.

Driving gives me a thrill

My wife too loves to go on drives so there are times when we take off on Sunday mornings and go to Pune for lunch. Once we drove from Mahabaleshwar to Mumbai in just about six hours. It gives me a thrill.

Dad told me never to mess around on two wheelers

I have always been a responsible driver and I know when it is ok to drive fast and when it's not. My parents were never scared of my driving but my dad always told me to be careful while riding a two wheeler. I've had bad accidents on two wheelers when I was young and I was forced to leave riding.

I wish to have a sportier version of Ferrari

I drive an Innova but eventually I would love to possess a slightly sportier version of a Ferrari.

indiantelevision.com Team

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