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SPECIAL FEATURES

IAA World Congress offers special privileges to Indian Delegation


December 21 2005:The IAA India Chapter is delighted to announce that for the first time the Organising Committee of an IAA World Congress has thought it fit to offer a special concession to invited Indian delegates of the world Congress scheduled in Dubai March 20-23,2006.

Says Mr. Sam Balsara,President of IAA India Chapter, "We are delighted that the Oraganising Committee of the 40th IAA World Congress has recognized the important role that India can play in the World congress has recognized the important role that India can play in the world Congress to be held at Dubai and have agreed to offer a special delgate fee of only USD 750 for invited Indian Delegates.With this we hope to take a delegation of atleast 100 Indian delegates to the world Congress."

The Dubai World congress promisesto be the largest ever Congregation of Advertising,Marketing and media people in the world and the organizing Committee is sparing no effort in putting together a globally renowned list of speakers which includes the Who's who from the world of Advertising,marketing,media.Prominent amongst the confirmed list of speakers are Allen Rosenshine(Chairman,BBDO),Ann M Fidge(Chairman,Y & R Brands),Dr.Tony Alessandra(Author of 'The Paltinum Rule'),Gregory Lee(Chief Marketing Officer,Samsung Electronics),Howard Draft(Chairman,Draft World wide),Jack Klues(Chairman,Publics Groupe Media).

The list of speakers is really impressive and the India Chapter hopes that invited Indians will take advantage of the opportunity of meeting and hearing these accomplished speakers at a location so close to India and also check out the business opportunity of meeting and hearing these accomplished speakers at a location so close to India and also check out the business opportunities available in nearby Dubai.

More details on the Congress are available at www.iaadubai.2006.com and those interested in being part of the Indian delegation should send an e-mail to rj@madisonindia.com .

About the International Advertising Association(IAA) The IAA has grown from a tripartite organization(advertisers,advertising agencies,media) into a one-of-a kind strategic partnership which champions the common interest of all enterprises involved in the branding process.

The IAA is the only global partnership of marketing communications professionals and draws its members on a local,regional and global scale.The membership comprises enterprises and individuals committed to brand building.Headquartered in NewYork,the IAA currently has over 75 Chapters worldwide from Argentina to Australia from China to Chile.

The IAA UAE Chapter,which is hosting the World Congress,was founded in 1979 and has a membership base of nearly 250.The Chapter is currently the largest chapter in the world and has won the Chapter Award for excellence twice.

(SOURCE:SOLUS)



Kellogg's Corn Flakes:Dimaag Chalega Nahi Daudega

AGENCY:JWT
BRAND:Kellog's Corn Flakes
CAMPAIGN TITLE:Dimaag Chalega Nahin Daudega
CLENT:Kellog India Pvt.Ltd.
G/S/B:Bronze

Marketing Challenge
KCF was launched in India in 1995 and is the dominant brand in the cornflakes category today.Kellogg's is seen as a dependable brand,and the product is felt to be nutritious and tasty.

That said KCF is still a long way from being a part of the Indian househol's breakfast options(like poha,idli,even bread)dominate the Indian psyche.Breakfast Food is expected to be nutritious,flling and tasty conditions which all these foods fulfill.

Thus KCF is a rare visitant at the breakfast table with both target group penetration and consumption leaving much to be desired.The sales volumes had been flat since 2000. Finally,the only part of the marketing mix that could be affected was the communication the product,price and distribution were in place.

Campaign Objective
To make KCF a part of the regular breakfast repertoire,it was necessary to establish a strong emotional connect with the target audience.The key message that KCF was a highly nutritious breakfast for their kids had to be communicated in a highly relevant and powerful way.

Target Audience
Mothers of young Children(Age 6-12 years) Mothers across the ages have always wanted the best for their children,and today's mother is no different.What is different is the way in which she interacts with her children-she is ot authoritarian,but a friend.Thus she is much more indulgent with her childre's desires and often compromises with what she beleivesis best to accommodate their desires.

But what is it that she considers is the best for her children? Without doubt,even today,excellence in academics is seen as the best benchmark of the child's performance.And she feels most fulfilled when her children perform well academically,because it is a 'report card' of her nurturing skills.

Creatives Strategy
Thus the creative strategy,very simply,was KCF contains Iron,which enhances concentration and this concentration leads to better academic performance.

The key creative insight was that among various subjects that constitute academics,Mathematical brilliance is seen as the truest measure of a child's intelligence. But maths in school can be boring.Thus the effort was to take maths out of the classroom and into real life everyday fun situations and bring out the fact that with Kellog's Iron Shakti Dimaag Chalega Nahin,Daudega.

This was executed via TVCs Supermarket and Phone Number

Media Strategy
The media task was to build saliency towards the Cor Flakes and establish the Brand in the minds of the consumer.Media also had to bring alive the Brand in the minds of the consumer.Media also had to bring alive the brand promise of 'Dimaag Chalega Nahi Daudega'.Television was identified as the medium whereby one could target the TG-the mothers effectively and efficiently.The penetration of other food categories was analyzed for selecting channel genres.The media weights put behind KCF at the launch burst was 560 GRPs put behind the campaign was 2000 GRPs between January and July 2004.

The strategy focused on women's programming which had high involvment in the TG.Sufficient media weights were put behind TVCs to achieve the objectives

Result
The results were immediate and astonishing.The sales jumped up 26% month on month and stayed there.(The monthly units moved up from 130 units-160 units a month.)This was after sales volumes had been flat for 3 years.

The awareness of Kellogg's went up significantly.Also,the main message'Makes children smart' was taken out by 65% of th
e audience.

(SOURCE:SOLUS)



Tribute
GoodBye Amol


I walked up the stairs of a Macdonalds outlet at one end of the Ramblas in Barcelona,gingerly balancing a loaded tray.All the tanles were taken.Then I heard a man's voice saying"come with us".It was Amol Bose whom I had never met till then,and his wife Shirley.I walked over,sat down and he immediately made me comfortable.Over the next five minutes I knew he was from Allahabad ,he knew urdu,but not Bengali and there was a big age gap between Shirley and himself.All told with the the characterstic smile that I was to come to know so well.
That's Amol for u.Transperent to a fault.
Sure,I had heard a lot about him before I met him.He was that kind of person.His reputation preceded him.And most of the things I had heard about him were true.He had a point of view on everyone to the whole world.
Yet,most of the time Amol was warm,caring and friendly.It was just that he took a pride in the fact that he always called a spade a spade.To,me that was something very positive.At least you always knew where you stood with Amol.
I worked as Treasurer and sometime Secretary of the India Chapter of the International Advertising Association,and also edited their house journal when he was the President.I came to know him quite well in those years and spent quite a lot of time with him on a trip to Seoul,Korea.I learned there was no rancor in Amol.He was a great organizer and really took the Association places.I have only heard about the pioneering work he did at the Advertising Club Bombay,but he made it clear that he was very upset that the Adclub award had been rebranded.He loudly declared that the ABBY was SHABBY and that he would never attend an awards function.
A couple of years later I was the president of the AdClub Bombay and I walked up to his Colaba office and sat talking to him.I handed him the invitation to the ABBY awards function and then comment about it.He came,sat through the show,came up and hugged me,nodded his head vigourously in that typical style that I will miss so much and never said a word against the Abby again.
Charming,dapper,pugnacious,faithful.Very real words as far as Amol was concerned.A committed family man,and a great industry person.
He seemed to have a rather satisfied smile when I saw him resting in his coffin at the St.Stevens Church.
He had a good reason for it.
Rest in peace my friend.God knows you have earned it

Ramesh Narayan
(SOURCE:SOLUS)

 
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