KrayOn turns school children into chefs Agency to promote Pogo’s new show
for Cartoon Network’s Chowder FAQ
T o promote the show Chowder on Cartoon Network, the channel has
partnered KrayOn Events for a cooking activity in schools across
T he agency’s target is to cover 1000 schools in 19 cities to promote
Pogo’s new program FAQ. The show demonstrates fun explanations
to magical occurrences, and went on air on July 19.
Tabassum Modi explained, “Since the show is about fun
Tabassum Modi, Director, KrayOn Events, said, “The show experiments with kids, we took a similar format of the
has fun characters named after dishes and food, and all the experiments on ground, into the schools, so that the kids
dishes they prepare are also uniquely named. To take this could know what the show was going to be about.”
concept forward, we’re promoting the activity by bringing
out the chef in children. We’re reaching out to schools The experiments and the content for the program have
through a competition on preparing the most unique dishes been conceptualized by Pogo. Hence, the agency worked
with the most unique name.” closely with the content creators of the show to plan the on ground
The activity will reach out to close to 650 schools in 15 cities across the
country. Each school will be divided into teams as per class divisions Following the success of a pilot for the FAQ on ground promotions, the
(sections). Each team is made up of four students and one teacher. The on- activity kicked off on July 20, and will continue till end-August.
ground activity began on July 13 and will go on till the end of August.
Collective Heads activates Star One’s Axiom rolls out road show to promote
‘Love Ne Milla Di Jodi’ carried out an extensive Tata Docomo in Karnataka
S activation program for its show Love
Ne Milla Di Jodi. T ata Docomo, the new GSM
brand from Tata Teleservices,
partnered Axiom Gen Nxt to
Collective Heads was assigned the create awareness about the new
mandate of engaging visitors at Cafe service in Karnataka. The agency
Coffee Day outlets in six cities. The has conceptualized a road show
agency set up video kiosks across 26 Cafe that will travel across the state.
Coffee Day (CCD) outlets. Through this
kiosk, customers were invited to share his/her love story on a website. Sridhar Kamat, Business
Development Manager, Axiom,
Anthony Fernandes, Assistant Manager - Client Servicing, Collective elaborated, “There are branded
Heads, elaborated, “The message on the kiosk read, ‘Plan mein six canters that will simultaneously move around across 15 cities and
nahin this love story, par ‘Love Ne Milla Di Jodi’. The message towns within the state.”
was an invitation to audiences to narrate their story through an
interesting video which they could upload on to a site to win prizes.” Games based on time, like typing speed or how many friends one can
speak with within a minute, to communicate the brand’s unique feature
“We promoted the contest and show extensively through merchandize, of per-second-pulse charge, are being organised. There are also brand-
posters and flyers in over 150 CCDs in these same six cities as well,” related activities. The Bangalore leg of the activity kicked off with
added Fernandes. The activity began on June 17 and went on for two an additional 40 branded motorcycles following the canter during its
Buenos rolls out 18 floats in six cities Candid engages 12,000 mothers and
for Taxsmile.com kids in Bihar for Milk Bikis
T axsmile.com, a portal to facilitate online tax return filing by
individuals, reached out to corporates through a six-city road show.
The road show comprised 18 floats that engaged audiences and got
B ritannia partnered Candid Marketing for
an activation to promote Milk Bikis. The
activation took place in 10 towns across Bihar
them to register for the service. from July 5 to 25.
The activity was conceptualized and executed by Bangalore-based Devika Sharma, VP - Client Servicing, Candid,
agency Buenos. Each of the floats is a branded canter with promoters said, “The objective was to impart knowledge
on board, visiting busy locales in each city. and highlight the importance and benefits of
Milk Bikis biscuits by conducting interesting interactive sessions with the
Raj Hansoge, CEO, Buenos, elaborated, “The promoters play an mothers and kids. We adopted the 3E Module i.e. interactive sessions aimed
active role in engaging the audience and assisting them through the at Educating, Exciting and Encouraging the TG to buy Milk Bikis biscuits.”
registration. The promoters assist a customer my getting down all the
details and relevant paper work and completing the registration process Branded vehicles were used to reach out to the dual TG - the mother and
to the extent that the customer only needs to approve the application the child. The vehicles were stationed at schools, playgorunds, parks and
and submit the same online.” residential areas to target children. Women were engaged at vegetable
markets, temples and residential areas.
Print Newsletter July 2009 10
PDM Brand Activations looks to doubledivision of PDM India, was started 18 months ago, to focus on on-ground
DM Brand Activations, a
brand promotions and activations.
“We’ve achieved almost 100 percent of last year’s revenues in the first three months itself, so I expect
we’ll achieve at least 200 percent of that figure in this financial year,” said Sanjay Shukla, Nation Head,
Brand Activations, PDM India.
PDM’s Brand Activations business now has 12 offices in India. This would grow to 15 offices by the end of this year, said shukla. The spokesperson
mentioned the south markets, and creation of new properties, as focus areas. The headcount is likely to grow to 100 nationally
from the current 60, by the end of the year.
RSBL Spot partners Six Inches Live for DForce organizes CARnival for 7000
launch events in 16 cities in Bhopal
Maruti Suzuki employees Suzuki CARnival was a
ver the counter trading software ‘RSBL
Spot’ claims to deliver real time rates
T three day event which took place
and features of gold and silver, and instant 17 to 19 July. The event was
execution and confirmation of orders. organized by Maruti Suzuki for
7000 of its Bharat Heavy Electricals
The brand partnered Six Inches Live to (BHEL) employees in Bhopal.
launch the software. The first launch event
took place on July 13 in Indore. Across the country, 16 launch events The event was conceptualized
are to be executed in two and a half months. and organized by DForce. Commenitng on the event and the various
activities it included, Sonal Jetha, Director, DForce, said, “We had
Imran Kapadia, Business Head, Six Inches Live, said, “The objective planned the event entirely to give a good time to the BHEL employees
of the launch event is to bring together the audiences for these and engage them in fun format activities. We also launched the new
companies and inform them of this new product. The event is primarily Grand Vitara at the event.”
to communicate the features of the new product.”
Maruti Suzuki also showcased its latest models at the BHEL Senior
RSBL Spot is targeted at retail jewelers, wholesalers, jewelry Club and extended discount packages, assured gifts and exchange
manufacturers, hedgers, and investors. bonuses on bookings to guests during the event.
Fountainhead takes Toon Creator Primesite comes to Mumbaikars’
Awards to three cities for HP and rescue this monsoon, with Aircel
Cartoon Network lifeboats
s part of a CSR
he Toon Creator Awards, an online
animation contest by Hewlett
A initiative, Aircel,
and its OOH agency
Packard (HP) and Cartoon Network, Primesite, selected
will be taken to around 130 schools five problematic
across Mumbai, Bangalore and spots in Mumbai
Delhi. Fountainhead Promotions and which are affected
Events has been appointed to handle by rains every year,
the school contact program and mall and hung up lifeboats
promotions. The activity is on from on billboards.
July 13 to end-September. It might
be extended to cover Kolkata and The billboards were
Chennai post August. positioned at convenient locations for the public to use them in case of
an emergency. One of the boats (near Milan Subway) was put to use
Shubhodip Pal, Head - Consumer during a heavy downpour on July 14.
Marketing, HP PSG India, explained,
“Budding animators aged six to 14 years of age are encouraged to The billboards had the lifeboat strung on a rope with the copy ‘In case
direct their own short animated clips, featuring characters from the of emergency, Cut Rope’. The agency had also posted lifeguards to man
popular series ‘Ben 10: Alien Force’ and ‘Chowder’ through the these safety nets. However, on the day when the boat was put to use, the
website ToonCreatorAwards.com. Between July 13 and September public did not wait for the life guards to arrive.
30, participants can create their own 25-second ending after viewing
a five-second clip on the website and publish it.” The initiative resulted in a media coverage for the brand across print,
digital media and television.
Print Newsletter July 2009 11
Two-month Airtel Mirchi Premier League underway; 96ofteams Premier League. The property, in the fray
irtel is the presenting sponsor for the inaugural edition the Mirchi
managed by Mirchi Activation, is a ten-overs-a-side cricket tournament.
Sandeep Sud, VP and Cluster Head - TN, Radio Mirchi, said, “By organizing the Airtel Mirchi
Premier League, we hope to provide a platform to the people of Chennai to showcase their cricketing
The two-month tournament began on July 18. Soniya Naik Shetty, Head - Mirchi Activation, Chennai,
revealed, “There are 96 teams participating with a total of 100 matches. The grand finale will see the
two best teams competing for prize money of rupees one lakh. The response for registration has been
phenomenal with over 400 teams calling in to register.”
Besides the the prize money, the winning team will play a ‘show match’ with a celebrity team put together by Radio Mirchi. The Airtel Mirchi
Premier League is powered by Mirchi Activation. Amrutanjan is Pain Relief Partner, Chennai Times is Print Partner, and Vasanth TV is the TV
Big FM gets eco-friendly for Ganesh Big FM welcomes back school kids in
Chatuthi with paper mache Ganpatiswith Kanpur with ‘Back to Pavilion’
he radio station is tying up
local groups and associations
for making what are billed as the
first-ever paper mache Ganesha
idols. These idols will be seen in Mumbai, Hyderabad, Bangalore,
Indore, Bhopal, Surat and Baroda.
Anand Chakravarthy, Sr. VP - Marketing, Big FM, said, “While eco-
friendly Ganesha statues have become easily accessible, their usage in
the festival is still limited. We started supporting eco-friendly Ganeshas
last year itself and this year the initiative gives the common man a chance
to get involved and contribute to a cleaner and greener environment.”
In the first 10 days of August, station representatives will visit housing
societies and other locations, and collect one newspaper from each
household, to get people involved in the issue of eco-friendly Ganesha.
Radio One Bengaluru brings live traffic
B ig FM Kanpur reached out to class 12 students returning from their
summer vacation. Titled ‘Back to Pavilion’, the activity provided a
platform for students to showcase their talent and ‘have a blast’, before
they got into the hectic study schedule associated with class 12 in
R adio One has tied up with the Indian arm of
International Traffic Network, in partnership
with Traffic Police, to air live traffic updates
Chandan Kapoor, Station Head, Big FM, Kanpur, said, “Given the
timing of school re-opening, this was very appropriate an initiative.”
to commuters in Bengaluru from 85 signals.
The station has consistently attempted to take The preliminary round commenced on July 6, with three station RJs
ownership of the ‘traffic’ platform - it had visiting over 10 schools across Kanpur. On July 15, a final round saw
championed a car pooling initiative earlier. participation of around 200 students.
Radio One claims to be the only radio station in the country to have Participants in the final round competed for the title of ‘Big Champ
direct access to a city’s Traffic Police Control Room. Information is also of Kanpur’. Participants were judged based on their energy level, IQ,
made available on alternative routes, clogs to avoid, perils to tackle and memory, corporate knowledge and overall personality.
emergencies to be aware of.
hunts down `Navulla Don II`
Radio City Hyderabad hunt for ‘Hyderabad’s best Fun Jockey’. City-wide auditions for the
Radio City’s ‘Navulla Don’ is a reality
property, which was created last year, were held from June 20 to July 13. Bangalore-based Buenos Events
was retained to manage on-ground elements, including an event involving the finalists.
Rana Barua, National Head - Programming and Marketing, Radio City, said, “With the second season of
Navulla Don, we are proud that it still reigns as first-of-its-kind event on air in India which deliberates on
The hunt was supported by a promotional campaign comprising outdoors, on-air and ground support. An
on-ground event was held on July 18, with five shorlisted finalists performing at Prasads Mall in the city.
Print Newsletter July 2009 12
to ‘Stay Sharp’, is riding jigsaws proposition, mall
Lipton urges over 1,00,000 peoplebrand from Hindustan Unileverwith on a ‘Stay Sharp’at Delhi which conveys
T that Theanine (an ingredient in Lipton Yellow Label) helps clear minds and stay sharp and
The brand took an online jigsaw activity on-ground in Delhi. 10 winners of the online activity,
which was acknowledged as the ‘largest online collaborative jigsaw’ by Guiness, raced against
time to complete the jigsaw offline at Select City Mall, Saket, New Delhi. The activity, held
from July 3 to 8, was managed by Ogilvy Action.
Siddesh Pai, VP, Ogilvy Action, said, “We had this Stay-sharp.in website created, where
people were asked to come and solve the jigsaw puzzle online. At the event, we had the top
10 winners come over to the mall, and compete in an offline jigsaw puzzle. The winners were
selected on the basis of their abilities to solve the maximum number of jigsaw pieces at the
shortest possible time.”
Pai revealed that the mall received a footfall of around 25,000 per day.
TaylorMade adidas creates Golf Skool The Hindu and Events celebrate
in Delhi mall Friendship Day with ‘Best of Friends’
Golf E nglish daily The Hindu
partnered with event agency
Events for ‘Best of Friends’, an
a ‘Golf Skool’ initiative targeted at the youth of
to engage and Chennai. The event was to provide
encourage golf an opportunity for youngsters to
enthusiasts. The showcase their talent in various
Golf Skool has disciplines like singing, dancing,
been incubated in or jamming with a band. The
a flagship store at a on-ground event was held at
Delhi mall. Chennai Citi Centre mall on
August 2, Friendship Day.
The store boasts
of a ‘TaylorMade Jai Mundra, Owner, Events, said,
Golf Skool’ platform, with a nine-hole training simulator. Iris, an “Over the past one year, The Hindu has been active in the events and
independent integrated agency network, was the brainchild behind the activation space with several on-ground initiatives to connect with
engagement platform. its audience. This event was conceived by the brand along with us to
connect with the younger TG by providing a platform to showcase their
The flagship store for the brand has ‘unrivalled privileges’, explained talents.”
Alok Lall, MD, Iris India. He said, “The store had as a terrace space
where a bunker, driving net and putting area were constructed, which Nokia Priority Store was the title sponsor for the event. Event
were hardly used. The store was also offered use of the atrium space registrations had to be submitted at the stores, ensuring footfalls.
for promotional activity. The task for us was to develop a promotional Radio One and NDTV Hindu were radio partner and television partner
campaign that tied the store, the atrium and the terrace together, to bring respectively.
golf and TaylorMade to the high-end mall visitors.”
Seventy EMG handles Vodafone Crossword Book Award
third successive 2008 was
forVodafone Crossword Book Awardyear held on July 23 at Nehru Centre Auditorium, Mumbai. The
seventh edition of the event was managed by Seventy EMG. The agency handled the last two editions of
the event as well. Vodafone has sponsored this year’s event too. The brand has been partnering the property
since 2004, back then as Hutch.
Sivaraman Balakrishnan, Customer care Associate, and Deputy Manager - Marketing, Shoppers
Stop (owners of Crossword), said, “The objective is to promote authors who are of Indian origin.
There are international prizes for authors and books and none for Indian writers, while this award
mainly focuses on rewarding the best of Indian writing. The book award was initiated in 1999, and
was stopped post the second edition in 2000, due to the lack of funds. It was restarted in 2004.”
Awards were presented to literary works in the categories of English Fiction, English Non-Fiction and
Indian Language Fiction Translation.
Print Newsletter July 2009 13
Standard Chartered Mumbai Marathon 2010 attracts over 100,000 applicants
T he Standard Chartered Mumbai Marathon is scheduled to take place on January 17, 2010. Registrations
for next year’s races in the categories
of Dream Run, Half Marathon, Full Marathon and Senior Citizens Run began on July 9. There are 36,000
running spaces across the race categories.
Dilip Jayaram. COO, Procam International, said, “We opened registrations on July 9 and have filled all
running spaces across categories on July 28. We’ve received over 100,000 applications this year across
categories and the Dream Run spaces were filled on July 14 itself. The Half Marathon spaces filled up by
Like in previous years, Dream Run is the most populated race category in 2010. Jayaram revealed, “We have approximately 22,000 participants in
the Dream Run. And about 10,000 in the Half Marathon, 2,500 in the Full Marathon and 1,500 in the Senior Citizens Race.” Participation fees the
2010 Full and Half marathons has gone up from Rs. 250 per participant (last year) to Rs. 500.
Delhi Daredevils looks beyond cricket; Second Inext Bikeathon to be held on
creates `Soccer Mania` August 9, in nine cities
T he Delhi Daredevils
IPL cricket team is
only one facet of the
Initiated by Inext, a bilingual
compact daily from Jagran
Delhi Daredevils brand. the second edition of Bikeathon will
Franchise owner GMR be held simultaneously in the
Sports has decided to nine cities where Inext is present, on
keep the brand alive August 9.
through the year. Soccer
Mania, 7-a-side football The event will be handled by Isquad,
tournament targeted at the internal events and activations
local youth (under 21 division of Inext. TI Cycles of
years), began on June 28, India’s Hercules brand, title sponsor
managed by Twenty First for
Century Media. the first edition, has retained its hold over the property this year too.
Amrit Mathur, VP, GMR Sports, said, “This is also primarily with Alok Sanwal, Project Head and Editor, I next, said, “The event was
respect to engaging fans with off season activities. We will consider started last year and generated immense response for the publication.
having such events from time to time.” We had around 7,500 registrations across the cities, and more than
11,000 people participated. Hence, we decided to scale the event a bit
The focus will be on cricket and football for Delhi Daredevils. with a new website and promote it extensively. This year we expect
over 20,000 people to participate.”
The brand was also mulling a tennis ball gully cricket tournament under
flood lights at Chandni Chowk. Registrations for this year’s event have already begun. Airtel and
Amway have been roped in as Associate Sponsors, while Big FM is
The Delhi Daredevils Soccer Mania 2009 was promoted through social the Media Sponsor.
network facebook, word-of-mouth, mobile service Gupshup and radio
station Fever FM.
Second edition of ‘Urban Stampede’ in Bengaluru on August 9
R unnersforlife initiated ‘Urban Stampede’, a running event targeted at runners representing corporate teams, last
year. Urban Stampede this year will kick off at the Olde Bangalore Resort on August 9.
Arvind Bharati from Runnersforlife said, “Last year we had around 80 teams representing 36 companies in all. This year,
we already have a decent number of entries and since the last date for registration is August 4, we expect registrations
to touch around 100 teams this year.”
Each team, comprising of four persons, have to finish a total of 20 kms. There are three categories for this year’s event
– Open, Women and Mixed. Registration charges for each corporate team is Rs 5,000. 10 percent of all registration fees
will go to ‘Dream A Dream’, a charitable trust that seeks to empower children from vulnerable backgrounds.
Nike and Manipal Hospital have been roped in as sponsors for this year’s event.
Print Newsletter July 2009 14
Indian Ocean Corporate Games in Oct; Kingfisher Corporate 5’s enters ninth
over 220 corporates expected to edition; over 200 teams expected to
F ountainhead has announced
that the first Indian Ocean
Corporate Games will be held
S PT Sports Management initiated
the Corporate 5’s as a platform
for corporates to compete in a
from October 1 to 4, 2009. small-format football tournament.
The property, which is in its ninth
The agency, which year, has been sponsored and co-
conceptualized and hosted owned by Kingfisher in its last six
two editions of the Corporate editions.
Olympics (in 2007 and 2008),
has evolved the property to an internationally accepted format this year. Kanishka Saran, VP, SPT Sports,
Fountainhead has tied up with UK-based company ‘Sports for Life’, said, “The property has grown each
which owns the license for the Corporate Olympics format of games year. From one city in year one,
internationally. we’ve grown to cover seven cities
since last year.”
Fountainhead and an international partner Kalypso Adventures (UK)
have initiated a new company, Indian Ocean Corporate Sports, which The Corporate 5’s began as a one-city event in Bangalore in 2001. This
now owns the IPR for the Indian Ocean Corporate Games. year, it will cover Bangalore, Hyderabad, Chennai, Pune, Mumbai,
Kolkata and Delhi.
Brian Tellis, Chairman, Fountainhead Events and Promotions, explained,
“The primary objective of adopting the international format is two- The event is played over a weekend at each city venue, with entries
fold. One is that we can now have international participation, in that limited to the first 40 teams in each city. There is a special women’s
a corporate can build a team of employees from across the world. And category in Bangalore and Mumbai.
also, we can take teams to participate in the (international) regional
and global games as well.” Saran added, “The 2008 event saw 170 corporate teams participating
in seven cities, and this year we expect to have over 200 teams.” This
Winners of the Indian Ocean Corporate Games will participate in the year’s tournament is scheduled to take place from August 1 to October
Arabian Corporate Games in Abu Dhabi in February 2010. 25.”
There are eight different sport disciplines that a team can participate
in this year: badminton, cricket, karting, pool, soccer, table tennis, ING Life Insurance has been the Presenting Sponsor of the event for
bowling and volleyball. three years now. GATI is the Logistics Partner, while Amrutanjan has
tied up as the Pain Relief Partner. Other partner brands are Radio
Tellis added, “Last year we had 220 corporates participating in the One (Radio), Fortune Hotels (Hospitality), playgroundonline.com
event with approximately 2,500 participants. I’m expecting a similar (Equipment), Wockhardt Hospitals (Medical) and ALLSPORTS
number of participants in this edition as well.” (Magazine).
Reasonable announces second season of T-10 Gully Cricket; White Leaf
retains mandate he T-10 Gully Cricket tournament was conceptualized as a sports property and talent hunt for cricket
T enthusiasts in smaller cities. Growing from eight cities in season one, the property will cover 16 cities this
season, from August 15 to November 15. 64 teams, comprising 896 players, will compete.
The property has been conceptualized and is organized by Reasonable Communications. Anoop Wadhwa,
Director, Reasonable communications, said, “During season one, two exceptional performers were invited for
selection by Sachin Tendulkar for IPL 2 in Mumbai, and there will surely be more opportunities for people to
make a mark in the world of cricket.”
The on ground management for the tournament will be handled by White Leaf Entertainment. Vikaas Kalantri, Director, White Leaf, elaborated,
“We will look into all the ground management of the matches through out the tournament in all 16 cities. Further, we will also organize all the event
and activations related to the tournament in these cities.”
There will be an activation program in each of the 16 cities on the day before the match.
The match day will also feature entertainment beyond the matches.
The group and re-group matches of the tournament will also be telecast live on DD Sports. Cricket experts Charu Sharma, Saba Karim, Madan
Lal and Sandeep Patil will be part of the tournament as mentors and judges. Actor Riteish Deshmukh has been roped in as Brand Ambassador. The
tournament will be promoted through various media including an exclusive music video being created by Reasonable Communications.
Print Newsletter July 2009 15