Big Bazar New Ad

Please find new communication strategy adopted by India's biggest retailer, Big Bazar

Rooh Afza

Rooh Afza is a popular concentrated drink invented by Jatinder Heer and manufactured by the companies he founded, Heer and Sons Laboratories, India since 1906 and Hamdard Laboratories, Pakistan.

Rooh Afza is made from natural products .It is said to be a great alternative for chocolate milk. Sometimes people make it with ice cream, 7up, and Coke. Rooh Afza is traditionally made in preparation for breaking the fast during Ramazan the holy month of fasting for Muslims.

Rooh Afza is the product of Hamdard and due to its uniqueness, the product survived in the market for more than 100 years without any brand ambassador. It is the only drink that dominated the market without any brand face. Juhi Chawla is the first celebrity whom they have signed to endorse their product. Juhi is chosen for the ad because she symbolizes bubbly family person. In the ad she will be seen rejuvenating the family members with three flavors of Rooh Afza, Lassi, Nimbu Pani and Milk shake.

RoohAfza brand is worth Rs 1 billion in the concentrated drink market segment, which itself values up to Rs 5 billion. The company plans to reach a turnover of Rs 5 billion with a revenue growth of 67% in another two years.

Jaaogo Re drive against corruption

Mahatma Gandhi was of the view: Be the change you wish to see in the world. Tata Tea seems to have taken that up quite seriously. With the help of its advertising and marketing initiative, Jaago Re, this time, the brand takes up the issue of corruption.

In its third year, the Jaago Re campaign revolving around the issue of corruption has the tagline, 'Ab Se Khilana Bandh, Pilana Shuru'. In an official tete-â-tete with the media at a gathering, Sangeeta Talwar, executive director, marketing, Tata Tea discussed the fact that corruption has eaten into more than 50 per cent of India's population. Considering the gravity of the problem, Tata Tea chose to address it

The television commercial is a montage of real-life situations of bribes been given and taken. In the end, the youth give the message to stop doing so.

Jaago Re began as a movement in 2007, with the aim to make tea a youthful drink, after a research showed that apart from people of other age groups, the youth consumed the beverage heavily too. Tata Tea wished to resonate with the youth.

The intent was also to have a unified message for the four brands under the Tata Tea umbrella -- Tata Tea Premium, Tata Tea Agni, Tata Tea Gold and Tata Tea Life.

A campaign featuring the scenario of politics played as a curtain raiser to Jaago Re in 2007. In 2008, with the elections round the corner, Tata Tea made an attempt to get the youth out of their homes to vote. The company put a website in place to ease the voting process for the youth -- www.jaagore.com -- which helped people with easy, step-by-step processes.

The website, Talwar reveals, got 28 lakh registrations, and 6 lakh first-time voters. Out of the 28 lakh registrations, one-fourth converted into final voting.

With the corruption campaign, Tata Tea puts forth the message to start with oneself -- begin with yourself and stop giving and taking bribes. Apart from the television commercial, the brand plans to reach out to each and every citizen across the nation, with the help of media such as outdoor, mobile and online.

Online and mobile have a significant role to play, as people can take the pledge against corruption online, or through messaging a short code from their mobile. People can also register themselves at various mall activations. In-store activities and passing on the message within the trade would also be done in a similar manner.

Source:AFAQS

ZEE TV

Zee TV, the flagship channel of Zee Network was launched in October 1992. With a reach of more than 167 countries and access to more than 500 million viewers globally, Zee TV has created strong brand equity and is the largest media franchise serving the South Asian diaspora. In the past sixteen years of its existence, Zee TV has driven the growth of the satellite and cable industry in India.

Zee TV's programming delivers a variety of choices for all segments of the audience,

including primetime comedy and drama series, premiere Hindi movies, mini-series, children's programs, musical shows, and mythological series. Zee has always believed in bringing innovative programming to its viewers.

Zee TV has long been the number two channel and now it has been pushed a place behind by new channel “Colors”. Zee has come up with some new marketing strategies to counter this and also to reconsolidate its position in the market.

Zee has basically identified two genres of TV shows- reality shows and daily soaps. Daily soaps are mostly targeted at Indian women. A soap called “Kasamh Se” is being aired at the prime slot of 9 P.M. from Monday to Friday. Its being promoted as their prime soap. A reality show “Sa Re Ga Ma Pa” is being running for 13 years now has been the top TRP getter for Zee. Recently Zee started promoting it as “Bharat ka pratham mahayudh”, targeting youth and housewives alike.

Zee TV has used various media mix to promote its serials. A study by TAM shows that Zee spends more on newspapers to promote its serials than on radio and magazine.

Along with this, Zee also promotes its shows through its websites allowing viewers to

download wallpapers and ring tones of the popular shows. Hoardings along the road side are also a common promotion media for Zee. Zee also promotes its popular shows on prime time slots of rival channel.

For the promotion of its reality show “Sa Re Ga Ma Pa”, Zee TV had ventured into an alliance with Rediff. The joint initiative was called “Voice of Rediff on Sa re ga ma”. The initiative provided an opportunity for aspiring singers to showcase their talent on the show, by uploading their videos and audio files on iShare. One lucky winner was chosen from the top five short listed entries by the show’s judges. The lucky winner then performed in the final episode of the show. iShare provides all hosting and bandwidths for free. One can upload videos directly from the mobile handset by converting the various video formats into Flash video. It also provides the users with viral tools that include showing a commercial before or after a user’s video and sharing of revenue. It has taken into consideration all elements of protecting user contents and privacy rights.

DMCL, a Zee group company has tied up with mobile operator BSNL to offer video

Content on the mobile - a service branded iSee. Popular soaps, abridged to episodes of 3 minutes duration, are provided to viewers.

Zee TV has undergone a makeover recently. To mark its return with fresh programming, the channel has adopted a more vibrant look and a new tagline. ‘Jiyo Zee Bhar Ke’ gives way to the new tagline ‘Har Pal Banaye Ek Naya Rishta’.

The new packaging highlights the quintessential Zee TV woman, who is rooted in tradition, but is also the perfect example of a contemporary woman, inspiring confidence in her family. The channel has come out with a 30-second master promo, which captures the journey of the Zee woman in different roles in relation to her family, her children, her husband and God. This is the second time in three years zee has come up with a revamp strategy. The advent of Viacom 18’s Colors has pegged back Zee to third position in the prime slots. With the current rebranding exercise Zee is planning to target the Indian women. This emphasizes Zee’s strategy to market its prime time slot soaps. Current rebranding has been largely based on the formal research into viewing habits and preferences. The findings underlined a truth the channel already knew - “The general entertainment genre is still largely a woman's sphere.”

Zee TV is one of the oldest General Entertainment Channels (GECs).I t has off late lost a position. Zee TV is lagging behind Star Plus and Colors (of late), though the gap is not much. If Zee doesn’t come up with a new product mix and effective marketing strategy quickly, it stands to lose further market share and the gap may widen further.