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Indian film marketing spends in 2018 grew to Rs 600 crore: GroupM ESP Properties

Rutika Malaviya
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Indian film marketing spends in 2018 grew to Rs 600 crore: GroupM ESP Properties

ESP Properties – the entertainment and sports division of GroupM – has released the second edition of Showbiz Report in India. Showbiz 2.0 is a consolidated India Entertainment Marketing Report which covers the Entertainment Industry in four parts – Film Marketing, Brands & Films, Celebrity Endorsements and Licensing in India.

The year 2018 saw a significant number of movies released across the nation. The total number of movies released nationwide took increased by 14 per cent from 951 in 2017 to 1,087 in 2018; resulting in growth in film marketing to Rs 606 crore.

Television and digital claimed 75 per cent of the pie. Television marketing was substantial at 47 per cent (Rs 285 crore) while digital contribution was 28% at Rs. 170 crores. Regional cinemas contributed by releasing 823 films in 2018, 13% more from the 731 releases in 2017.

Vinit Karnik – Business Head, ESP Properties said, “Be it the advent of digital fuelling the propensity of content consumption or the rise of content over celebrated star cast, be it Bollywood stars wanting a bite of the digital pie or the investments by the brands, be it the change in the marketing mix of production houses or the growth of new digital celebrities – 2018 in hindsight has been nothing short of revolutionary.”

The report says in 2018 there was a clear divide between the Top 40 Movies (in terms of opening weekend collections) and the rest, as the former invested an average of Rs 4.46 crore to garner 321,000 seconds of FCT per film (nearly twice of the rest of the pack) on TV and backed it up with almost 50 million views for their YouTube trailer (over 4.8X the average YouTube trailer views for the rest of the films).

“Cricket” as an advertising genre seemed to have attracted English films far better as compared to its Hindi counterpart as English movies invested 11 per cent of its marketing monies on the sport as compared to 3 per cent by Hindi films.

Brands are exploring marketing opportunities beyond feature films and with the upcoming ventures of deep-seated digital mediums, there is a content explosion in the OTT world.

New OTT trends are not far-fetched when compared to the entertainment industry. Engagement numbers are proof that OTT platforms have managed to generate a cult-following.

The 3Cs – Cost, Content and Comfort – will continue to drive OTT platforms. Estimated Media spend by OTT platforms like Amazon Prime Video, Netflix, Hotstar, Zee5, Sony LIV, Voot, Eros Now and ALTBalaji grew at an astronomical 207% from 2017 to 2018 with the likes of Zee5 and Sony LIV skyrocketing their marketing spends to tizzy heights.

With their spends growing by twice, thrice, even 10 times that of the previous year’s, OTT giants are gearing up faster than the cinematic world can fathom.

With fans not just consuming a fresh mix of content but also participating in promotions through social media challenges or posts, digital platforms helped B-town generate bilateral engagement and increase the retention value of campaigns.

Celebrity endorsement too saw a significant rise in 2018. The celebrity-brand industry size escalated to reach a close Rs 1,000-crore milestone.

While the Top 10 celebrities’ endorsement value grew by 20 per cent over 2017, touching a whopping Rs 605 crore, its contribution to the overall industry size went down from 64 per cent in 2017 to 61 per cent in 2018.

This indicates a major change in advertiser behaviour wherein the brand custodians have started looking beyond the A-listers. Akshay Kumar crossed over the ‘Khan Influence’ in the celebrity endorsement sector and 2018 saw the “Power Couple” baton being passed on from Virushka to DeepVeer with much social media fanfare.

“Celebrities and fashion have a permanent bond which is not likely to fade away anytime soon. They will remain the fashion icons that the Indian youth looks up to. Sellable content, brands exploring marketing opportunities beyond feature films and new species of celebrity influencers brewing the social space are some of the key trends to look out for this year for taking entertainment to the next level. Influencer game will become stronger with brands increasingly swaying towards them, vying for direct reach with their loyal follower bases as part of their renewed brand strategies,’’ Vinit added.

The advent of social media has given birth to a new domain of marketing which is through influencers on various platforms. Social media influencers might have a smaller audience but their engagement on specific domains is very high and impactful.

Krrish, Ra.One and A Flying Jatt have conquered successful merchandise sales earlier, following which, domestic superheroes are expected to see a new dawn of franchising. Also, with Rohit Shetty’s ‘Supercop’ formula in perception, the Indian film industry will look at innovative ways of creating and marketing superheroes. Owing to their powerful presence, and direct and relevant engagement, social media influencers are also expected to bag more licensing deals in the coming years.

2018 saw 18 new brands enter the film marketing space with movie tie-ups. FMCG was both, the top spender and biggest contributor in terms of brand associations in 2018. E-Commerce is the second largest contributor to tie-ups in 2018. Health and Fitness is another brand category that grew in tie-ups with movies, registering an increase of 4 per cent from the previous year. E-commerce, Health and Wellness will continue to be the sectors to look out for in 2019.

Now find Mentos, Airheads and Chupa Chups in the 5 surprise mini brands by Zuru!

Rutika Malaviya
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0
Now find Mentos, Airheads and Chupa Chups in the 5 surprise mini brands by Zuru!

Perfetti Van Melle is now a part of the 5 Surprise Mini Brand collection launched by innovative toymaker ZURU in Walmart USA and Canada this spring. These collectibles that fit in your hand are realistic miniatures of the world’s most iconic and loved shopping brands. After unwrapping, peeling and revealing the reusable capsules, over 70 different miniature collectibles and shopping accessories can be discovered. With its dynamic in store presence the Mini Brand Collection is creating a major impact in Walmart stores. No less than three of Perfetti Van Melle’s most loved and iconic brands are included in this collection: Mentos®, Airheads® and Chupa Chups®. Mentos® also has the honor of being one of the super rare finds: the golden Mentos® mini!

The launch campaign by leading kids influencers is already enjoying massive success receiving millions of views of the unboxing videos of this fun collectible collection on Youtube and Instagram. Perfetti Van Melle, one of the largest confectionary groups in the world, is a privately-owned company producing and distributing candies and chewing gum in more than 150 countries worldwide. Several of its brands such as Mentos®, Airheads®, Chupa Chups®, Frisk®, Fruittella®, Alpenliebe®, Golia®, Happydent®, Vivident®, Big Babol® and Smint®, are much-loved throughout the five continents. In addition to these global brands, Perfetti van Melle offers a wide range of products, the popularity of which is rooted in individual, local and regional markets. The ability to develop products, versions and flavours that suit the different demands and opportunities of local markets is indeed one of the group’s keys to success.

Moreover, the global confectionery player Perfetti van Melle Group develops successful licensing programs both for lifestyle and food and beverage extensions with its popular brands Chupa Chups® and Airheads® and fresh lifestyle licensing programs with its other confectionery classics Mentos®, Frisk®, Smint® and Brooklyn®.

Sony YAY kickstarts 124 city van activation campaign

Rutika Malaviya
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Sony YAY kickstarts 124 city van activation campaign

With the summer vacations across India heating up, Sony YAY! the destination of unlimited happiness for kids, aims to take the masti several notches higher! With a massive 124 city van activation, Sony YAY! is all set to amplify its on-ground engagement with kids.

Right from experiencing kid’s favorite Honey-Bunny’s banter and camaraderie to the adventures of KickO in his unique style and swag, young fans are in for a YAY-ride at the canters. In one of the largest canter activations being undertaken by the channel, the activity will give kids an opportunity to get the YAY-experience – up-close & personal. With specially designed vans set to give everyone the reel-to-real experience, Sony YAY! is going all out to transform its pit-stops into YAY-zones.

The van activation promises a fun-filled time for everyone as young fans will be treated to exciting show themed games and a host of other activities. A gaming zone with tabs will also allow kids a chance to “be” their favorite superhero Kicko through the brand new KickO & Super Speedo mobile game. Young fans will get to slay villains, use the uber-cool watch and zip-around Suncity in the gadget-filled super car, Super Speedo! With tons of Sony YAY! branded goodies up for grabs, it will give young YAY-fans a chance to take home some fun-tastic memorabilia.

Young fans can join the fun as the vans will halt and engage with audiences at prominent locations in key cities across Maharashtra, Uttar Pradesh, Gujarat, Rajasthan, Andhra Pradesh, Punjab, Tamil Nadu and West Bengal.

While Sony YAY!’s viewership is already on the rise with the launch of new offerings, a 360-degree marketing plan is making the channel’s presence felt at every possible touch-point. The channel has announced that it will release over 100 hours of fresh content across its hit shows – KickO & Super Speedo, Honey-Bunny ka Jholmaal and Guru Aur Bhole. Further. The channel will also release 13 new movies of the kids’ favorite YAY-toons. Also, Sony YAY! recently released the brand new track of KickO & Super Speedo – #GoKickO, sung by none other than Bollywood sensation, Badshah which has already become a sensation with kids!

With so many activities happening and the vans revving up across India, kids are in for a mazz-YAY ride!

Kohler celebrates historic Manchester United victories with ‘Treble Collection’

Rutika Malaviya
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Kohler celebrates historic Manchester United victories with ‘Treble Collection’

Inspired by Manchester United’s three historic victories that forged the path to the iconic Treble title, Kohler Co., a global lifestyle brand, introduces a limited-edition vessel and faucet combination commemorating the achievements of the club’s 1998-1999 season. Coinciding with Manchester United’s legends match on the 20th anniversary of the club’s victory over FC Bayern, the Treble Collection celebrates a triumphant season with the ultimate expression of passion and support for Manchester United.

A statement of gracious living and success, the design of the Treble Collection was meticulously crafted in partnership with Thomas Lyte, Goldsmiths and Silversmiths to Her Majesty the Queen. Ideal for luxurious bathrooms and private bar spaces, the exclusive collection is forged from solid sterling silver and 24K gold plate, with each vessel and matching KOHLER Composed faucet hand-engraved with bespoke artwork and numbered for authenticity. Each collection is accompanied by a certificate of authenticity signed by Manchester United legends and members of the Treble team Andrew Cole, Dwight Yorke, Denis Irwin, as well as David Kohler.

“Creating unique products of quality and distinction is our passion,” said David Kohler, President and CEO of Kohler Co. “We’re honored to celebrate such a tremendous moment in Manchester United’s history in a way that combines the spirit of competition, innovation, and craftsmanship.”

The front of the collection vessel displays the Manchester United team emblem engraved with the title “League Winners, 16 May 1999”. Continuing the exquisite detail and artistry, the sides of the vessel commemorate the European and FA Cup championships, respectively, and the total number of goals – 123 – for all three of Manchester United’s championships.

“Our partnership with Kohler allows us to engage with our fans through the lens of design and product innovation, and the launch of the Treble Collection is an exciting first step,” said Richard Arnold, group managing director of Manchester United.

In 2018, Manchester United and Kohler entered into a multi-year global partnership, with the KOHLER brand logo featured on the sleeve of the iconic shirts, for both the men’s and women’s teams. The partnership also includes joint participation on game day activities, innovative improvements to club facilities, global sustainability and social responsibility projects and other partner collaborations with Manchester United fans and Kohler customers and associates.

Chupa Chups signs apparel deal with Korean handbag maker Vincis

Rutika Malaviya
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0
Chupa Chups signs apparel deal with Korean handbag maker Vincis

Popular Spanish candy brand Chupa Chups has announced its partnership with Korean handbag maker Vincis to develop a limited-edition collection of fashion accessories.

The collection brings the Chupa Chups aesthetic to the handbags product category. Items in the line include a canvas tote, bucket bag and clutch purse. The spring/summer collaboration will leverage Chupa Chups’ logos and color palette. Chupa Chups’ foray into handbags is not the brand’s first licensing deal in fashion. The company previously inked deals with H&M, Pimkie and Primark.

Starbucks announces Asian licensing agreement

Rutika Malaviya
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0
Starbucks announces Asian licensing agreement

Starbucks has announced an agreement with Coffee Concepts to fully licence its retail in Thailand.

Through Coffee Concept, a joint venture between Maxim’s Caterers, and Thai partner, Fraser and Neave Retail Connection (F&N), Maxim’s Caterers will oversee retail operations and new store development in Thailand.

“Starbucks has been proudly serving customers across Thailand for more than 20 years. This is a significant move for our company and we are pleased to transition the Thailand business to Maxim’s Caterers and F&N Retail Connection, with their focus on accelerating new store development to realise the full potential of this important market,” says John Culver, Group President of Starbucks International, Channel Development, and Global Coffee and Tea.

Maxim’s Caterers has had a long-standing history with Starbucks since 2000, with the opening of the first Starbucks store in Hong Kong.

“We look forward to leveraging our expertise and deep understanding of the Starbucks culture and brand to build on the unparalleled service, craft, and passion of our Thai partners (employees) which will propel the business for the future,” says Michael Wu, Chairman and Managing Director of Maxim’s Caterers. “We look forward to continuing to deliver the unique Starbucks Experience to Thai customers as we grow.”

Maxim’s Caterers operates more than 400 Starbucks stores in Cambodia, Hong Kong, Macau, Singapore, and Vietnam.

PCT Network partners with The International Renewals Group to manage patent renewal payments

Rutika Malaviya
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PCT Network partners with The International Renewals Group to manage patent renewal payments

The PCT Network has announced its partnership with The International Renewals Group to manage patent and trademark renewal payments with full transparency and accountability.

The partnership enables law firms and companies with extensive intellectual property to optimize and claim ownership over their renewal portfolios through the flexibility offered by The International Renewals Group—and, through its unique business model, significantly reduces costs compared to the competition – saving clients between 25-50 percent on their annuity payments –  while upholding its strong level of quality and service.

The partnership provides a robust offering to clients that includes streamlined and simplified foreign patent filings, trademark filings, and now renewals. The PCT Network currently provides services in 150 filing jurisdictions worldwide for more than 600 intellectual property firms, and files and reciprocates 6,000 cases yearly among network members.

“Through our strategic partnership, The PCT Network members will now have access to our flexible member dashboard and our flex-invoicing platform,” says Ariel Davis, Managing Director, The International Renewals Group. “More importantly, firms will benefit from a user-friendly process and cost savings benefit as foreign filings are automatically docketed for annuity payments.”

With extensive worldwide resources for foreign filings, the PCT Network provides clients with an unparalleled level of service. This partnership continues to enhance that quality by placing all services for IP filings, and now renewals, under one roof.  For example, members of the network can continue to benefit from a single point of contact and a more holistic approach to their IP filings.

“We are pleased to offer our network of attorneys renewal management services that will help them save on unnecessary costs, especially when filing foreign patents,” says Lauren Pick, CEO of The PCT Network. “More importantly, we can continue to create partnerships that will further enhance and create significant value to our members.”

Live Company Signs Licencing And Merchandising Deal With LMI

Rutika Malaviya
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Live Company Signs Licencing And Merchandising Deal With LMI

London based Live Company Group PLC on announced that it has signed a licencing and merchandising agreement with Licensing Management International Ltd. Shares in children’s entertainment and education brand Live Co were up 6.7% at 61.33 pence Wednesday in London.

LMI is a marketing consultancy and licencing management company which offers brand licencing. LMI is now Live Co’s agent with respect to finding licencing and merchandising partners for Live Co’s BRICKLIVE branded merchandise and products.

These products will be sold at Live Co’s BRICKLIVE tours, shows, and events. BRICKLIVE is an interactive experience built around LEGO bricks.

Terms of the licencing and merchandising agreement, which runs through to December 2025, have not been disclosed.

Live Co Executive Chair David Ciclitira said: “I’m thrilled the company has partnered with LMI to accelerate the BRICKLIVE merchandising strategy of products to be sold at BRICKLIVE shows, tours and events. LMI has a wealth of experience in both merchandising and licensing products and goods, working successfully with well known, global franchises, such as Game of Thrones, and I’m therefore delighted to be working with LMI to develop the BRICKLIVE products.”

Gigantosaurus wins top award at Italian cartoon festival

Rutika Malaviya
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0
Gigantosaurus wins top award at Italian cartoon festival

The new animated TV series Gigantosaurus has received a prestigious Pulcinella Award in the Best Upper Preschool TV Series category at one of the animation industry’s most important events – the Cartoons on the Bay Festival.

Produced by Cyber Group Studios and directed by Olivier Lelardoux, Gigantosaurus, a full-CGI 52×11-minute action-comedy series following the adventures of a group of young dinosaur friends, has been airing in Italy on Disney Junior since January to an enthusiastic response. Maurizio Distefano Licensing, which has been appointed to manage the show’s licensing programme, sees enormous potential for this new series among young children in Italian-speaking markets in a number of product categories.

Celebrating its 23rd anniversary this year, Cartoons on the Bay – held this year from 11-13 April at Turin’s Museum of Risorgimento – is an international television and cross-media animation festival taking place every year in Italy. It enjoys strong international awareness and support and its Pulcinella Awards are among the most highly regarded in the animation industry.

Based on the book by popular kids’ author Jonny Duddle, Gigantosaurus is an innovative and entertaining new series which follows the adventures of four young dinosaur friends – Rocky, Bill, Tiny and Maz – as they explore their world and try to find the Gigantosaurus – the biggest, fiercest dinosaur of all.

Themes of fun, friendship and facing your fears, plus endearing characters, witty scripts, attention to historical detail in the animals and landscape and, of course, a lot of dinosaurs, make this a potent player for licensing partnerships across multiple categories.

Showing on Disney Channel US since 18 January and on Disney Junior worldwide (excluding India, China and Taiwan), Gigantosaurus is also set to premiere on a number of major broadcast networks, including RAI in Italy, France Télévisions, Germany’s Super RTL and SRC (Canada). Gigantosaurus will also appear on Netflix in most territories. The potential of the property has been further boosted with the announcement that a second season is already in development and scheduled for 2021.

The show has already also inspired a toy line that will be created in partnership with brand owner Cyber Group Studios and the master toy licensee Jakks Pacific, Inc. In addition, a video game for kids and families, created by Outright Games in partnership with Cyber Group Studios, will feature the four dinosaur heroes in a new action- packed story, bringing players directly into the world of Gigantosaurus, as they zoom through the stunning series- inspired locations and engage with the storylines.

MDL is targeting a number of other categories, including homeware, apparel, gifts, games and stationery, as it introduces Gigantosaurus into the Italian merchandising market.

Pierre Sissmann, Chairman and CEO of Cyber Group Studios says: “It’s a great honour to receive a Pulcinella Award. This is our second such win in five years and a major endorsement of our work and its quality. We at Cyber Group Studios are humbled by such a distinction and thankful to the team and great artists who made it happen.”

Maurizio Distefano, founder and President, MDL Licensing, says: “This award underlines the enormous potential of Gigantosaurus in the broadcast market as it continues to grow its audience across the world. It is now perfectly poised to build on that success in the licensing market, where we are certain it will enjoy a very positive response.”

Virat Kohli’s brand One8 launches new line of fragrance

Rutika Malaviya
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0
Virat Kohli’s brand One8 launches new line of fragrance

Virat Kohli has now set his eyes on the world of fragrances.  The legendary batsman was in Dubai for the official UAE launch of his brand one8’s new line of fragrances. The private soiree saw Kohli unveil the full collection, and talk at length about how his brand one8 captures the essence of his multi-faceted personality outside of the pitch.

The product line includes Eau De Parfum, Body sprays and pocket sprays available in six variants:  Aqua, Willow, Intense, Active, Fresh and Pure.

“I am very proud of our one8 Fragrance line. It reflects my personality and has been a deeply personal project for me. I can’t wait for all my fans in the UAE to experience it.”  added Kohli, emphatically. The one8 range of deodorants and fragrances will strive to give consumers a luxury experience at an affordable price ensuring it becomes the perfect inclusion in any user’s daily routine.

The one8 range of deodorants and fragrances have been developed in collaboration with Scentials. Speaking on the occasion Jinesh Mehta, Chairman – Scentials said “We are excited to announce the launch of the range in the UAE. We feel that the one8 product range is well suited to the region and we are confident that the consumers will like the products. It has been a pleasure to work with Virat who has been involved in the entire process of product development. He has some great insights and we have incorporated them in creating this range.”

“This is the first of hopefully many more international steps as we plan to take one8 across the world. The brand has had an overwhelming response already in India and we are excited to take the fragrances overseas”. said, Bunty Sajdeh, CEO, Cornerstone Sport.

The range of products will be available across all major retail stores in June 2019 and will be distributed by SMEG Distribution LLC, the official distributor in the UAE.

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