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Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action. It is a powerful communication force, highly visible, and one of the most important tools of marketing communication that helps to sell products, services, ideas and images, etc. Many believe that advertising reflects the need of time. One may like it or not, but advertisements are played everywhere. They are seen on walls, at the back of buses, in grounds during sports event, on roadsides, in store and even in airplanes. Advertisements are seen in newspapers, magazines, on television and internet and are heard on radio. The fact is that we are being bombarded with advertisements day in and day out.
Setting a scorching pace since its inception in 1986, Contract Advertising has built a reputation for igniting the flames of passion that have created trailblazing brands across industries. A passion for insights, an obsession with out-of-the-box ideas, strategic thinking that breaks the traditional mould, a fanatical pursuit of creativity and a commitment to driving business results; these resolves sum up the Contract difference and have made them India's firebrand agency. Besides mass media advertising, Contract offers truly integrated marketing and communication solutions through its specialist divisions. Contract Advertising is one of India's leading integrated 360 degree advertising agencies. With offices in Mumbai, Delhi, Bangalore and Chennai, they deliver end-to-end communications solutions for their clients, including traditional advertising and speciality solutions through Core, the brand and marketing consulting group. Design Sutra, their design and branding solutions. And iContract the data-driven 1 to 1 marketing Solutions Company that specialises in CRM, loyalty, digital and new media solutions. Categories: Advertising Services Business & marketing consulting Design & identity solutions One-to-one & CRM solutions OTC & ethical pharmaceutical communications.
Contract cherishes its value system of being an open, transparent and ethical company that puts its value system ahead of business issues. Over the years Contract has won a slew of Indian and international advertising awards, at the Abby, AAAI, Cannes, One Show, Clio, Effies, DMA and other award shows. It has tie ups with brands such as: Halls NIIT Whirlpool TEN Sports HSBC Dominos Pizza Shoppers Stop Glucose-D and many more other brands.
As Contract Advertising enters its 25th year, its founding members feel as feisty as they did on the day they started and are brimming with fresh ideas for the future. Together with them, Impact magazine discovers the Grow Young mantra that has made brands like HSBC, Shoppers Stop, Dominos and Asian Paints stick around and grow steadily young. II. November 30, -2010
Contract Advertising has got the creative mandate to work with Ashok Leyland. The agency's Mumbai branch will handle the account. It aims to create a new position and campaign for the company's medium and heavy commercial vehicles. Mudra was the incumbent on the account. Contract Advertising EVP Kumar Subramaniam said, "Ashok Leyland is an established name with a strong positive equity and we will aim to build on that equity as we develop new ideas for the brand." Ashok Leyland head branding and marketing communications Alok Saraogi stated, "Contract, besides creative, projected their smart understanding of our business, which really pursued us to get into a relationship with them." Mindshare handles the media duties of Ashok Leyland, the flagship of the Hinduja Group. III. November 30, -2010
The search giant, Google, has added Contract Advertising to its roster of agencies in India. The company works with a cluster of agencies in India, including Propaganda India (Bengaluru), BBH and others, both in the space of creative and activation. Industry sources close to the development confirmed the news to afaqs! on ground of anonymity. Currently, Google has seven products in India, including Chrome, AdSense, AdWord, Gmail and Google Earth, amongst others. The company follows its international pattern in India, wherein it awards various projects to different agencies from the roster. Furthermore, at times, it also works with two agencies on one project. In September 2010, the search giant, in an effort to increase Chrome's market share in India, had launched its first print campaign - a full back-page advertisement, across the country. The company used all major newspapers including The Times of India, Economic Times, Mint, Hindu and other leading papers. Once again, earlier this year, Google had launched a series of television commercials for Chrome, based on the concept, 'The Web is What You Make of it'. Conceptualised by BBH India, the commercial showcased how the web changed the lives of millions. One of the ads, titled Archana's Kitchen, tells the story of Archana Doshi from Tamil Nadu, who used the web to take forward her passion for cooking through Blooking (blog-cooking). The company also launched various digital activities, giving a further push to the television campaign. According to several media reports, Google has predicted that India will add 200 million internet users in the next two years. Furthermore, the search giant expects India to reach at least 300 million internet users by 2014, from the 100 million users now, with telecom service providers investing in high speed wireless infrastructure and smartphones becoming cheaper.
After one concept is finally approved of, the creative copy is sent to the printer for the print ad. For the commercial, the concept is sent to the production department where the ad is shot. The decision about model selection is either of the client, account executive or the film director or a combined effort of all three. As the print ad is being made and the commercial being shot the media department at the same time starts buying media slots as per the approved media plan. The next step is the launch of the ad in the specified media. Then the next step of billing. An ad agency generally charges the client on the basis of a fee structure or on a cost-plus system basis. Under the fee structure, the client and the ad agency negotiate a flat sum to be paid to the agency for all work done. The agency estimates the cost (including out of pocket expenses) of servicing the client who either accepts or negotiates for a lesser amount. Negotiations continue until an agreement is reached. The cost-plus system is generally used when the media billings are relatively low and a great deal of agency service is required by the client. This happens most often with industrial products, new product introductions etc. that require disproportionate amount of agency help in preparing brochures, catalogues and other non- commissionable marketing activities. The final step is Post- evaluation. In this stage the success of the advertisement is judged through research conducted wherein the target audience as such is questioned on the visibility of the ad, whether the ad is top of mind or not, if the product is existing has the new campaign helped in increase in the sales or not and so on. The person whom we spoke to at the agency provided us with the following information: ***** He said that the client usually approaches the ad agency with the particular brand. This usually happens when the brand is new. In some cases the agency approaches the client too, which is known as pitching. This happens when the client already has previous ads made with the same agency. The type of advertisement; thematic, tactical or impulse, is obviously designed with the product type as well as its demand at a particular time period. He defined the process with terms in steps, such as the Pre-Production meet where factors such as deciding the budget of the advertisements, appointing art directors, copywriters, photographers, costume designers and stylists, allocation of locations, payments etc. are decided. He also mentioned that after the ad has been made it is usually never rejected as an expensive cost is involved as decisions are already made beforehand. Fifty percent of the advertisement cost is usually paid before the production phase while the latter is paid after. A retention fee is paid to the agency which is usually quarterly or every half-yearly. *****
Social Media:
Cadbury Celebrations brings Raksha Bandhan celebrations on to Facebook with a wonderful app and a chance for siblings to feature on hoardings across the country. This Raksha Bandhan tells your brother or sister how special they are by sending them a special wish anywhere in India. You can see their face and city they live in light-up on the virtual map of India. But that is not all you and your sibling may win a chance to appear on hoardings across the city. If this sounds exciting, then head over to the Cadbury Celebrations Facebook page at once and click on the India celebrates Raksha Bandhan Facebook app. About India celebrates Facebook app You are greeted by an amazing animated app with a glowing map of India against a black background, after you click on Send your wish. Also, the cities and towns through which wishes have been sent through, are lit up on the map. At the left bottom, you can see the city with the highest number of wishes by clicking on City of the day. As you can see in the screenshot, the colourful ribbons are extending from Mumbai to other places in India.
Besides this, you can see a continuous flow of wishes updated live at the bottom right. You can participate by clicking on Send your wish. A window displays the list of friends from the opposite gender. Select your sibling, write your wish and click send to see your entry in the live updates. You can also search for your wish at the search option above. Either enter your Facebook name, Twitter handle or phone number and click search. Presently, I see 6,429 wishes made by India, which I guess is only going to grow. How cool is the app? Cadbury Celebrations, a brand that is positioned to cater to the many festivals that are celebrated in India, seems to have taken up this Raksha Bandhan festival with a vengeance. For starters, I loved the concept! Celebrating a relationship that signifies the quintessential Indian bond with a touch of technology, might just prove to be the USP for this campaign. As apps are meant to be used by laypersons, the first point to be taken care of is simplicity. India celebrates app is a perfect blend of simplicity and a fun experience for the fan. Execution is excellent save for the names that do not appear when you hover over the litup cities at times. I think the app designed for the contest almost qualifies to be a micro site in itself besides being informative, intuitive, simple, well tested and providing a good user experience.
The Facebook wall is a celebration in itself. Fans have been given ample ways to celebrate Raksha Bandhan with the brand. Apart from the app, siblings can also send wishes through SMS. Also, the brand has built Sister Streets in Delhi, Mumbai, Ahmadabad and Lucknow. Fans living in any of these cities can upload a picture of the Sister street and win a surprise gift.
Twitter hasnt been left behind. Sisters were invited to share what makes their brother special and vice versa, with the sweetest messages winning a Cadbury Celebrations pack every hour. The specially created hashtag #MySpecialBro trended on the day of the contest.
Outdoor Advertising:
The on-ground activation will take place at Caf Coffee Day outlets across Delhi and Mumbai. Also on ground, one winner each day from 28 July to 2 August was picked to take his sister to watch a movie. During the interval, a customised message from the brother was displayed on the cinema screen and a personalised Cadbury Celebrations gift box was handed over to the sister. The campaign saw streets being branded Cadbury Celebrations Sisters Street for Raksha Bandhan on 28 and 29 July. In Ahmedabad and Lucknow, Cadbury Celebrations 'dedicated' the street for sisters in Maninagar and Jopling Road respectively. Banners with personalised messages from brothers to their sisters were put up on every building. In Mumbai and Delhi, this was done via hoardings on one street each in Bandra and Defence Colony respectively.