Marketing review

Nick launches contest on 'J bole toh Jadoo' show
Nicklodeon India is presenting viewers of its show, J Bole toh Jadoo, an opportunity to share the screen with the alien Jadoo in India's first live action-cum-animation series.

To do so, they have to participate in the 'I want to be with Jadoo' contest and help Jadoo in his battle against evil. The winner gets to enter the intergalactic and super-exciting world of 'J bole toh Jadoo' to share the screen with Jadoo and his gang!

Using state-of-the-art compositing technology that combines 3D animation with CGI (computer-generated imagery) in a digital setting, the winners can find themselves zooming through space or cruising Tarkopar along with Jadoo!

To participate in the contest, Jadoo fans need to keep watching J Bole toh Jadoo from 5th March to 17th April every Saturday at 1:00pm and at 12 noon on Sunday on Nicklodeon TV or Nick. Each episode will put forward a question to viewers testing their knowledge of Jadoo's exploits.

J Bole toh Jadoo is India's first ever live action-cum-animation series and was launched on Nick in November 2004 to answer questions from of lakhs of children: "What happened to Jadoo after he returned to his home planet?" The show took off to a great response from kids across the country and has become Nick India's flagship show.

Paradox Studios launches the 'Thums Up Everest Challenge'
Paradox Studios, India's premier multi-platform game developer, has announced the release of the mobile game 'Thums Up Everest Challenge,' in association with Coca-Cola India.

The game has been developed by Paradox Studios and is based on Thums Up's unique action packed brand campaign, the 'Thums Up Everest Challenge - Hai Dum?,' which provides Thums Up drinkers an opportunity to test their mettle on the slopes of Mt Everest.

The game involves guiding an intrepid rock climbing hero striving to climb a mountain and earn the reward — a bottle of Thums Up; dodging falling rocks, logs and boulders, treacherous ice patches, defending yourself against angry birds and make sure you don't run out of rope. Every collision will reduce the amount of rope you have, you can collect more rope by moving over rope icons. If you run out of rope you fall. Each level will be timed with ample bonus scoring and power up opportunities.

Players will be able to submit and view their scores on the network with 10 million other RIM customers. Prize winners will be selected from the highest scores. Mobile games have now emerged as the latest tactic in promoting brand campaigns. 'Thums Up Everest Challenge,' developed exclusively for Thums Up by Paradox Studios, is claimed to be the
world's first ever mobile game to be used as a promotional tool in this way.

Available on the 10 million strong subscriber base of the Reliance India Mobile network, the game sports a contest that promises the winner a Royal Enfield Thunderbird specially customised for Thums Up.

Paradox recently partnered with Bollywood to release a promotional mobile game based on the movie Jurm, which saw close to 150,000 downloads on the first day of its launch, and is now following up with the Thums Up Everest Challenge. No amateurs to the field of branded development, Paradox has developed a string of prestigious international titles like Jean Claude Van Damme, the PRO BMX Stunt teams, Aussie racing legend Peter Brock and Targa rally before turning its attention to the home front.

Hrithik Roshan is new brand ambassador of Rasna
Rasna, which claims a 93 per cent share of the soft drink concentrates (SDC) market has signed up Bollywood star, Hrithik Roshan, as its new brand ambassador. Hrithik will star in Rasna's fresh advertising campaign along with the naughty and smart Rasna kid, Anuj Pandit to be directed by veteran ad man Prahlad Kakkar.

Two new television commercials (TVC's) for Rasna's popular existing range - Rasna JucUp and Rasna Cola Cola will also hit television screens soon.

Piruz Khambatta, chairman and managing director, Rasna said, "Hrithik Roshan is the perfect fit to Rasna's philosophy and ideals. He loves kids and is adored by kids and adults alike. He is the epitome of strong family values and honest commitment, similar to the values that Rasna embodies.

Ira branded diamond jewellery launched
Ira diamonds, promoted by D Navinchandra & Co, producer and exporter of diamond jewellery has launched designer jewellery branded Ira in New Delhi.

According to the company Ira, meaning mother earth in Sanskrit, seeks to celebrate the unique qualities of the Indian woman of today, equating her with a diamond.

The company has created an exclusive design team situated across Mumbai, Hong Kong and Los Angles - to study international trends and adopt them for the Indian women. The company has also set-up a state-of-the-art production unit at Mumbai with over 150 craftsmen working exclusively on producing the IRA line.

The Indian diamond jewellery market, estimated at Rs750 crore in the current year, is expected to grow to at Rs1,000 crore in 2006 and Rs1,300 by 2007.

According to the company, the diamond jewellery is priced reasonably and the current collection comprises 80 designs across various platforms, starting at Rs5,000. Special festival collections will also be introduced, from time to time.

The Ira diamond collection is crafted in 18carat gold and carries a buy-back and exchange guarantee from D Navinchandra & Co. Each piece is laser-marked with the Ira logo, making it immune to tampering and cloneing.

SBI Card launches 'SBI Social Card'
SBI Card, one of the largest Visa Card issuers in India with over 1.6 million credit cards has entered into a unique partnership with four prominent Indian NGOs through a novel credit card, the SBI Social Card.

This is the first affinity card in India to feature four NGOs as beneficiaries on a single credit card.

These NGOs — Cancer Patients Aid Association (CPAA), National Association for the Blind (NAB), SOS Children's Villages of India and the WWF India — will receive contributions in the form of renewal fee donations, events for fund raising and reward points donations.

With the SBI Social Card, cardholders can donate to four causes at the same time by simply using their credit card as they normally would.

Under the arrangement, SBI Card will donate 20 per cent of the annual / renewal fees to the four NGOs, as well as a sourcing fee of Rs250. In addition, SBI Card will organise fund raising events for the NGOs.

To mark the launch of the SBI Social Card, three paintings donated by celebrated painter Jatin Das were auctioned at a special fundraiser this evening, attended by eminent personalities such as Jatin Das, Nita Ambani, Shobhaa De, Ashutosh Gowariker, SBI chairman A K Purwar, and managing director, Ashok Kini. The proceeds from the auction are being divided among the four NGOs.

Milton ties up with Indian Oil
Milton Global tied up with the Indian Oil Company to offer gifts and prizes to consumers. According to the scheme, valid for the month of March 2005, customers who buy 'Xtra Premium petrol' or 'Xtramile Diesel' worth Rs500 can try their luck at winning exciting gifts plus a 15 per cent discount voucher that can be redeemed for TreO glassware range available at any of the TreO points across the city.

BPCL launches vehicle care centres
Bharat Petroleum Corporation has launched `Vehicle Care Centres' at its retail outlets. These centres would provide basic servicing facilities for cars. Customers are required to register themselves and become members of V-CARE centres.

BPCL has also launched Ollways, a do-it-yourself premium vehicle care products kit that will be available for sale at BPCL retail outlets.

With V-CARE customers can get vehicle maintenance and servicing done from an authorised source at appropriate cost and a more convenient location.

Himalaya Drug launches hair-loss product
The Himalaya Drug Co has introduced a cream to reduce topical hair-loss.

According to the company the cream is the first of its kind in the Rs150-crore branded hair control market and has, as its main ingredient, the common palash or 'Flame of the Forest'. The company claims the cream to be a breakthrough product and 100 per cent herbal though not classically ayurvedic.

Eveready launches rechargeable batteries
Eveready Industries has launched NiMH (Nickel Metal Hydride) rechargeable batteries, which can be recharged up to a 1,000 times, are usable in digital cameras, MP3 players, personal cassette and CD players. The batteries will be available in a pack of two, priced at Rs250.

The batteries are at present being imported and the company would think of manufacturing in India only when a critical mass is achieved.

The company has also introduced a `quick charger' that can charge both `AA' and `AAA' rechargeable batteries.

Malabar Gold signs up Sania Mirza as brand ambassador
Malabar Gold, one of the largest sellers of gold jewellery in Kerala, has signed up tennis ace Sania Mirza as brand ambassador.

Sania Mirza will feature in Malabar Gold advertisements in two styles one as a tennis icon and another in a never-before glamorous look. These two avatars represent Malabar Gold: beauty and quality.

Malabar Gold is also expanding operations on a national scale. The group will launch its seventh showroom and the first outside Kerala in Bangalore in April and will open more showrooms in Mumbai, Delhi and Hyderabad in a phased manner.

Samsung promotion
Samsung Electronics India is launching a consumer promotion Jeet Lo Dil, from March 11 to April 18, to coincide with ongoing cricket series between India and Pakistan. The company is targeting sales of 2 lakh flat CTVs during the cricket series.

The company is expecting 90 per cent of its revenues to come from flat CTVs. in the current year (compared with 75 per cent last year).

Zee bets on business reality show
After Sony Entertainment Television created television history in India with the success of its reality show Indian Idol, Zee is now betting on a new business reality show.

The channel is on the look out for people who have ideas that can be translated into good business.

According to company officials, initially the channel had called for responses from consumers and found that the ideas it received varied from the workable to the bizarre. Now the channel says the commercially viable ideas would receive financial support from the company.

Zee Television's reality business show will be based on an elimination process where 50 contestants would be asked to perform various tasks testing all aspects of entrepreneurship with limited time and money. Finally, three big ideas would receive either direct funding or Zee could take an equity stake in the venture.

The amount of money invested by Zee would depend on the requirement of each project. Aditya Birla Group and LIC have already signed up as sponsors and others are expected to follow suit.

Zee is also planning to revamp its programming by introducing new shows with new slots for kids, women and family.

— Compiled by Mohini Bhatnagar