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Percept Media to launch Integrated Intelligence Services for marketers; Partners with Pointlogic
Source: The Economic Times
June 3, 2011

To offer Pointlogic services to Indian advertisers and marketers using consumer insights & expertise. Percept Media, the media planning, buying and evaluation arm of Percept Limited, entered into a strategic alliance with Pointlogic, a world renowned player providing integrated marketing communications and marketing ROI solutions. Through this alliance Percept will customize and localize the world class suite of offerings from Pointlogic and apply them to Indian advertisers and marketers using consumer insights & expertise. As media channels evolve it has become increasingly difficult to compare the performance of each media channel. Percept & Pointlogic will offer consulting, modeling and easy-to-use customizable software solutions for communication planning, ROI modeling, targeting and segmentation to Indian companies. Percept will apply Pointlogic methods and tools leading to services to gain a competitive advantage in the media and communications domain. It’s the first true consumer centric and holistic approach adopted by an Indian agency assessing all the different ways consumers interact with brands leading to an integrated management of marketing communication. Pointlogic specializes in business analytics for the marketing industry. Its mission is to help clients increase their influence on customers. Pointlogic has a true global perspective with clients’ covering a total of 60 international markets. As the Indian market is seeing lot of global players entering the Indian market and keeping in mind India’s current economic growth, Pointlogic plans to make India as one of their operational servicing hub for their global clients.

The state of the art tools of Pointlogic entails easy to use software solutions like Compose, Chorus, M3, Modelling etc which will measure all communication campaigns including ATL, BTL, Social Media, Word of Mouth and other vehicles of communications optimally. The tools will help as a guide for advertisers of different sectors to effectively bifurcate their communication spends in various vehicles as per media efficacy. The flexible & the lucid application of the software provides cutting edge research & advanced mathematical modeling to enable clients to make smart decisions in different industries. This seamless usage of application is currently used by various sectors in over 60 international markets. These tools will be a boon for the Indian market considering the sector diversity. Percept with 62 offices spread across India and Middle East and capitalized billings of INR 26 billion (FY’11) works with over 600 Brands across a wide spectrum of categories at any given point of time. Combined with almost three decades of in-depth knowledge of Indian advertisers and brands, this partnership with Pointlogic will translate into applying fresh analytical thinking to their clients’ communication needs and further bridging the gap between brands offerings and consumers needs. The software will be tailor-made to the Indian sensibilities of the business by applying powerful mathematical modeling techniques and tools to generate a deeper insight into clients’ choices and offer concrete, software-based solutions. The objectives and strategies of the client’s communication campaign will be carefully considered before the application of various tools. Percept Media will processes these diverse variables and translate these insights into creating communication plans that influence the stimulators for the brand in a positive manner for the identified target audience. wide range of applications will be offered to the Indian advertisers and brands. These tools will not only provide a greater insight into the performance of past messaging, but also focus on how insights can be gained to optimize and forecast the effect of future campaigns. The tools utilized will aid to garner:

  • Insight into the ROI of media spends
  • Determine the media budget and the allocation among communication channels
  • Optimal design of promotion policy
  • Optimal anticipation of competitors actions
  • Insights into effects of other marketing decisions (price & distribution)
  • Insights into effects of factors that cannot be influenced (weather, holidays etc)

Commenting on this strategic alliance, Shripad Kulkarni, CEO, Percept Media quoted, “We are extremely happy to partner with Pointlogic for this unique venture. Pointlogic is globally recognized as a pioneer in analytics and creating specialized software tools and applications that are easy to use, customize and apply to domestic markets. This alliance will translate into a great boon for the Indian corporations and brands who will not only be able to review the effectiveness of their past campaigns but also efficiently optimize their future communications. The beauty of the application is that it covers the entire spectrum of integrated marketing communications. We are extremely confident that we will be able to add tremendous value to our clients’ communication process and herald a new chapter in brand messaging.” eter Kloprogge, Founder & CEO, Pointlogic said “India provides a huge opportunity for brands and as such also for agencies and consultancy firms helping clients introduce and optimize the brand value. On the other hand, it would be naïve to think that practices from around the world would be immediately applicable in India where we’re dealing with a fast growing market, complex demographic profiles, huge differences per region, etc. We have no doubt that Percept Media is the right partner as they add an enormous amount of local knowledge & expertise and the ability to operate full-service within the Percept Group. We are extremely happy with this partnership and truly believe the combination will prove pivotal in moving the marketing industry in to the next level.”

IPL-4 final scores a six on TV
Source: Business Standard
May 30, 2011

The final match of the Indian Premier League Season 4 (IPL-4) between Chennai Super Kings and Royal Challengers Bangalore yesterday threw up a surprise. The match clocked a television viewer ship rating (TVR) of 5.8, higher than the IPL-3 final's 5.6, according to overnight rating agency aMap. This is a surprise because the average TVR of IPL-4 matches is 2.6, much lower than the IPL-3's 3.1. Eliminator and qualifier matches have also done better than last year. This year, the TVR of eliminator matches varied between 3.8 (Chennai Super Kings vs Royal Challengers) and 4.1 (Mumbai Indians vs Kolkata Knight Riders).

Last year, the TVR of the semi-final matches was between 2.4 and 3.9.Despite record TVR of the final match, most advertisers and media buyers say IPL is losing sheen. According data from TAM sports last week, the viewer ship of the first 68 matches was 155 million compared to 143 million for the entire event last year. Most media buyers said this was because IPL-3 had 60 matches while IPL-4 had 72 matches due to an increase in the number of teams.The country's largest media agency, Group M, which has some of the biggest clients like Vodafone and L'Oreal, will become cautious the next season. "IPL ratings have been below expectations. The average ratings have fallen 15-20 per cent and the CPRP (cost per rating point) was higher than last year.

We have to be a little cautious and will evaluate the 2012 IPL keeping in mind the lack of eyeballs this season," said R Gowthaman, managing director, Mindshare, which is part of Group M.This could prompt big advertisers such as LG, Havells and Vodafone to call for a cut in ad rates, said senior media buyers.The broadcaster, Multi-Screen Media (MSM), had pre-sold 80-85 per cent inventory at Rs 5-5.5 lakh per 10-second spot. It was planning to increase rates to Rs 10-12 lakh for the final."But due to lower ratings, the broadcaster was forced to sell inventory at Rs 7-8 lakh.

The knockout matches had some unsold inventory," said a senior media buyer. MSM President Rohit Gupta said they sold the final inventory for Rs 15 lakh per 10-second spot. When IPL-4 kicked off in April, MSM, riding the March World Cup wave, increased rates by 20-25 per cent. The rates were raised 25-30 per cent to Rs 6.25-6.75 lakh when the tournament began. "With back-to-back tournaments, there could have been an overdose of cricket. Also, more matches and swap of players between franchises may have diluted some loyalty built up over the previous seasons," said Shripad Kulkarni, CEO, Allied Media, the media planning and buying arm of Percept Group.

Brand IPL loses sheen, TRPs fall
Source: Business Standard
May 23, 2011

The fatigue, the format and the fall in ratings of Indian Premier League (IPL-4) have not deterred Multi-Screen Media (MSM), the broadcaster, to claim selling 10-second advertisement spot for Rs 15 lakh for the last four matches. But media buyers say MSM is actually willing to sell these spots at the same rate — Rs 5-5.5 lakh per 10-second spot — of group matches. “Most of the inventory kept aside for last-minute deals is on the verge of being finalised. The ad spots for the last leg of IPL will be sold at Rs 15 lakh,” said Rohit Gupta, president-network sales of MSM, which owns SET Max. The rates will be applicable to the two qualifiers for the final in Mumbai and Chennai on May 24 and 27, the eliminator on May 25 in Mumbai and the final on May 28 in Chennai. SET Max is estimated to earn Rs 900 crore from ad sales alone during this IPL season. The latest TRP figures issued by TAM Sports, a unit of TAM Media Research, for the first 59 matches in IPL-4 show that ratings have hit a new low of 3.84 against IPL-3’s 6.36, IPL-2’s 4.66 and the The first season’s 5.39.

“With lack of advertiser interest due to dip in viewership, these spots are not being able to command premium this year, unlike previous seasons where the rates had shot The fatigue, the format and the fall in ratings of Indian Premier League (IPL-4) have not deterred Multi-Screen Media (MSM), the broadcaster, to claim selling 10-second advertisement spot for Rs 15 lakh for the last four matches. But media buyers say MSM is actually willing to sell these spots at the same rate — Rs 5-5.5 lakh per 10-second spot — of group matches. “Most of the inventory kept aside for last-minute deals is on the verge of being finalised. The ad spots for the last leg of IPL will be sold at Rs 15 lakh,” said Rohit Gupta, president-network sales of MSM, which owns SET Max. The rates will be applicable to the two qualifiers for the final in Mumbai and Chennai on May 24 and 27, the eliminator on May 25 in Mumbai and the final on May 28 in Chennai.

SET Max is estimated to earn Rs 900 crore from ad sales alone during this IPL season. The latest TRP figures issued by TAM Sports, a unit of TAM Media Research, for the first 59 matches in IPL-4 show that ratings have hit a new low of 3.84 against IPL-3’s 6.36, IPL-2’s 4.66 and the up by 150-200 per cent. Brands will be unwilling to cough up Rs 15 lakh for 10 seconds and MSM may have to settle for less to use up any last-minute inventory,” said a senior media buying official from Group M, India’s largest media buying firm, one of whose clients is Hindustan Unilever.

Last year, MSM pre-sold its inventory at Rs 4 lakh for 10 seconds and in the final the spot rates jumped to Rs 12 lakh. “MSM had pre-sold 80-85 per cent of its inventory at Rs 5-5.5 lakh per 10-second spot and was planning to hike rates to Rs 10-12 lakh for finals. The rate is more than double of the group matches. The broadcaster may be forced to sell inventory at a discounted rate or it may remain unsold this season,” said a senior media buyer. MSM’s Gupta said the number of people watching IPL-4 was high. “One hundred and forty-three million people watched IPL last year.

This year we have already crossed 146.5 million people.” He insisted that the broadcast of IPL matches offered a more effective reach for advertisers. When IPL-4 kicked off in April, the broadcaster riding the World Cup wave hiked spot rates by 20-25 per cent, cashing in on the feel-good factor surrounding cricket. The spot rate went up 25-30 per cent to as high as Rs 6.25 - 6.75 lakh when the tournament began, depending on the teams, match timings and the day of the week. Each IPL match allows 45 minutes of ad air time. "With back-to-back tournaments, there could have been a possible overdose of cricket. Also, with more matches played this year due to 10 teams and swap of players in various franchises could have diluted some of the loyalty built up over previous seasons. But viewer ship could pick up as the series progresses," said Shripad Kulkarni, CEO, Allied Media, the media planning and buying arm of Percept Group.

Will the advent of 3G help in mobiles becoming a potent medium for advertising
Source: Impact Magazine


Hitting the high notes
Source: FICCI-KPMG Annual Report 2011
Tupperware seals Allied Media for media duties
Source: Exchange4media.com
March 4, 2011
Following a multi-agency pitch, Tupperware India has roped in Allied Media to handle its media business, while IBD India continues to handle the creative business for the brand. The media pitch saw both IBD India and Allied Media making their presentations. With the vision of Tupperware in every home, the brand will now aggressively look at integrated marketing initiatives across various touch points. IBD India has been associated with Tupperware as their creative agency for the last two years, during which Tupperware has engaged in several innovative media campaigns and 360 activities to reach out to the masses and engage their consumers.

On its association with IBD India and Allied Media, Anshu Bagai, Marketing Director, Tupperware India, said, “We are extremely happy to extend our association with IBD India after a rigorous evaluation process. IBD has always demonstrated a deep understanding of brand Tupperware and has worked out strategies based on deep consumer insights.”

Fashion@Big Bazaar Organizes Cricket Day
Source: Bestmediainfo.com
February 21, 2011

A fun filled cricket match between the popular RJ’s and their listeners in Mumbai, Delhi, Bangalore & Kolkata. Fashion@Big Bazaar kick started the cricket fever with an interesting combat amongst the stylish and flamboyant RJ’s of Radio City 91.1 FM, Big 92.7 FM, Radio One 94.3 FM and Fever 104 FM in Mumbai, Delhi, Bangalore & Kolkata. Every team had 12 players including 2 RJs in a 10 over match. Three matches were played in every city. Talking about Mumbai it was RJs Nitin, Ruchi from Big FM, Salil & Priti from Radio City, Sidhu, Urmin from Fever FM & Jay and Gya from Radio One were seen swashbuckling at this tournament. The winning team of this coveted title will be labeled as the ‘City’s most fashionable cricket team’. From 9th February the participating team RJ’s have been urging their listeners to log onto www.facebook.com/fashionatbigbazaar and upload their photos with a caption wearing the ICC merchandise to be in their favorite RJ’s team. Fashion@Big Bazaar announced and introduced ICC Day on facebook with RJ uploading their pictures and appealing the listeners to participate. Different photo albums were earmarked for each city. The fans had to simply vote, comment and urge their friends to like their uploaded picture.

The campaign which ended on 18th February witnessed stupendous response from all over the participating cities. 11 people for each team were short listed by the RJ’s themselves on the basis of their facebook votes. Every RJ was the captain of their team and had 10 listeners to create his own team. There was an in-depth participation from the radio stations representing the participating team throughout the day of the match. Radio OB Links giving hourly match updates along with a simultaneous hourly update and online Facebook integration witnessed huge followers. Non participating RJ’s also canvassed for their colleagues competing in the tournament. Winners were gratified with gift vouchers courtesy Fashion@BigBazaar.The ground was branded with Fashion@Big Bazaar merchandise which were also displayed & sold at the venue to add to the lively environment. There was an official  umpire and commentator for every match. Interesting anecdotes and pictures from the venue were uploaded on Facebook every 1 hour. The local ground branded with Fashion@Big Bazaar was no less than a battle ground with the people present there cheering their favorite teams. Audience and fans at the venue were given the opportunity to tweet about the matches on Fashion@BB twitter handle, out of which the most interesting tweets got ICC merchandise free at the match.

Talking about this unique activity, Ammar Millwala from Percept Media said, “As Fashion @ Big Bazaar is the authorised retailer for ICC World Cup 2011 merchandise, we wanted to ride on the ongoing cricket frenzy and drive cricket enthusiasts to the store. We wanted to engage the customers, hence we thought of an activity were we could make it more interactive and build a platform to communicate with fans & customers. We have used radio & internet as a platform to reach out to Fashion@Big Bazaar TG as these mediums connect with young and fashionable cricket crazy fans.” For the 1st time ever Percpet Media and Fashion@BigBazaar has conceptualised and executed Cricket Match between RJ’s participating from Radio City, Fever Fm, Big Fm and Radio One. 30 RJ’s across Mumbai, Delhi, Bangalore and Kolkata were geared up for the “Cricket Day” on 19th Feb.

Navroze Hodiwala joins Allied Media as GM – strategy
Source: Campaignindia.in
January 24, 2011

Percept has announced the appointment of Navroze Hodiwala as general manager, strategy, Allied Media. Prior to his appointment with Allied Media, Hodiwala was associated with TME, where he was heading the Mumbai Branch as General Manager.

Commenting on the appointment, Shripad G. Kulkarni, chief executive officer, Allied Media, said, “We are now integrating our strategic efforts across media companies so that clients will get, for the first time, a truly single window 360 strategies. We will soon unveil our plans in this direction. Navroze has a wide exposure and is just the right person for the job.” In his career spanning over 13 yeas, Hodiwala has worked on major clients like Tata Motors, Colgate, Elder Pharmaceuticals, Allied Blenders & Distillers, Taj Group of Hotels, Himalayan Natural Mineral Waters, Heinz, Singapore Airlines, Mahindra & Mahindra, Johnson & Johnson, HDFC Bank to name a few.

Agency Report Card – Percept Media
Source: Campaign India
December, 2010 issue


Percept Media sweeps 'ERAA 2010' with 7 Awards
Source: Afaqs.com, Medianewsline.com, Radioloungeusa.com
October 8, 2010

Percept Media won 7 prominent awards at the exchange4media Radio Advertising Awards - "ERAA 2010", held at a glittering ceremony on Thursday, October 7, 2010 at the Sahara Star, Mumbai.

Percept Media was declared the "Media Agency of the Year", and also won the esteemed "Advertiser of the Year" award jointly with Vodafone.

In addition to the above prestigious wins, Percept Media swept the awards ceremony with a record breaking number of wins including:

  • Best Brand Integration on Radio (Retail) - GOLD - for Fashion@BigBazaar - RJ Style O Meter, Future Group
  • Best On Ground Activation for a client (Retail) - GOLD - for Fashion@BigBazaar- RJ Style O Meter, Future Group

  • Best Use of Radio in a Media Plan - SILVER - for Fashion@BigBazaar- RJ Style O Meter, Future Group
  • Best Brand Integration on Radio (Retail) - SILVER - for Pantaloons 3 Idiots, Future Group
  • Campaign of the Year - SILVER - for Future Shopping Festival

 

Commenting on the win, an elated Mr. Shripad Kulkarni, Chief Executive Officer, Allied Media, said "The e4M Radio Advertising Awards are very different from all Awards we have seen so far. First, they are not just Agency Awards but Media Awards encompassing Radio Stations and Advertisers. Second, the Jury had people from all walks of life and very few Agency Professionals, and hence they were as unbiased as you can get. This makes our clean sweep even more sweeter."

Entries were received from the entire cross-section of the media industry for the 22 Awards categories. The evaluation of received entries was based entirely upon the creativity of conception, the quality of the execution, and the achievement of the stated objective.

The distinguished Jury members came from a diverse background and played a pivotal role in ensuring that the judging process was entirely unbiased and impartial, thereby making ERAA's debut a popular and stupendous success. The illustrious Jury members included Lynn de Souza, Chairman and CEO, Lintas Media Group; KV Sridhar, NCD, Leo Burnett; Agnello Dias, Co-Founder and CCO, Taproot India; Anupam Vasudev, EVP, Marketing and Communications, STAR India Pvt Ltd; Piyush Mishra, Actor, Music Director, Lyricist and Writer; Anup Jain, Head, Marketing, Pizza Hut; Sidharth Rao, Founder and CEO, Webchutney; Gopinath Menon, Strategic Media Consultant; Titus Upputuru, ECD, Saatchi & Saatchi; Harish Bhimani, well-known voiceover talent and voice actor; Vinay Bhatia, VP, Marketing and Loyalty, Shoppers Stop; Nitin Mathur, Senior Director, Marketing, Yahoo India; Rameet Arora, Senior Director, Marketing, McDonalds; Loveleen Tandan, Film Director; Actor Purab Kohli; and Yuri, RJ and Actor.

The exchange4media Radio Advertising Awards have been established to recognize work done in the field of radio advertising in the period July 2009 to June 2010. 22 awards were given away in four broad categories - media, creative, broadcaster and excellence awards. The innovative and creative contribution in the media and advertising domain translated into Percept Media sweeping ERAA 2010 with 7 prestigious wins this year.

Percept Media's spectacular win at ERAA 2010 comes close on the heels of their impressive No. 4 ranking in the Brand Equity Agency Reckoner 2009 - Top 5 Media Agency List, in their second year of operations. This win further consolidates Percept Media's position as a leader in the media planning, evaluation and buying space in India.

PM Balakrishna – Vice President , Allied Media
Source: Impact
October 3, 2010


Fashion @ Big Bazaar oomph the style-o-meter of RJs
Source: radioandmusic.com
May 31, 2010

Fashion @ Big Bazaar organized an enthralling and never before event, where RJs from various stations walked the ramp and entertained the audience with their jhatkas and matkas. The event that was held at Big Bazaar Growel 101 Mall in Kandivili in Mumbai, the RJs walked the ramp with perfect aada and attitude.

One of the participating RJ’s commented, “It felt great to walk the ramp amongst such an energetic and lively crowd. It has never been in history that RJs have walked the ramp and have received such accolade from such a huge crowd. We feel honoured and privileged to be part of such a big event and we thank Fashion @ Big Bazaar for organising such an event.”

A photo shoot was done with the RJ’s wearing Fashion@Big Bazaar’s Summer Collection. Video bytes were also taken. The same was uploaded onto www.facebook.com/fashionatbigbazaar. Online voting began on 17th May util 26th May. RJ’s urged listeners to vote for them by going onto facebook.Listeners voted and even campaigned for their favourite Rj’s out of enthusiasm. Contents on facebook allowed fns to participate and win autographed merchandise from the RJ’s themself.

Percept Media’s unique concept of having RJs and Fashion @ BIG Bazaar to come together for a fashion show has never been done before.Fashion @ Big Bazaar has recently launched their new Summer Spring Collection, commenting on this initiative Mr. Sanjeev Agarwal, CEO of Big Bazaar commented, “It brings us great pleasure in being associated with such an event where we can connect with our audiences and bring our new vibrant and colourful summer spring collection to the youthful masses.”

The event will also be held in other metros - Delhi, Bangalore and Kolkata where RJs would walk the ramp wearing stylish and trendy clothes from Fashion @ Big Bazaar.

Lovely Professional University appoints Percept Media as its media agency
Source: exchange 4 media.com
Feb 8, 2010

Percept Media, the media planning, evaluation and buying arm of Percept Ltd, has been assigned the task of planning and executing Lovely Professional University’s media campaign following a fiercely competed pitch. Senior Percept officials have pegged the account size at Rs 20 crore.

The Delhi-based office of Percept Media will be tasked with all media planning and buying responsibilities for Lovely Professional University. The agency is taking on the role as media-planning partner in the wake of reaching relevant target audience, ensuring maximum brand awareness for Lovely Professional University (LPU).

Aman Mittal, Assistant Director, LPU, said, “We envisage to build a knowledge-based society. LPU enjoys the enviable reputation of a towering and soaring center of excellence in the field of imparting learning, propelled by the engine of new age teaching teamed with technology. Percept Media participated in the formal pitch process. We have selected Percept Media from amongst an array of top agencies from across the country. We went ahead with Percept Media because of their robust strategic planning and its 360 degree implementation, coupled with the most effective of media buying practices. We realised that Percept Media understands LPU’s brand specific requirements and is capable of delivering the desired results corresponding to the brand equity enjoyed by the University.”

Commenting on the win, Surbhi C Murthy, Deputy General Manager, Percept Media, said, “We are extremely proud to share LPU’s vision of building knowledge based society. Since its inception, LPU has been committed to the cause of imparting professional education to India’s youth. It is the largest professional university in the nation, offering more than 150 educational programmes to over 2,400 students at one campus. With our association, we will ensure that their vision and strengths are communicated to a much larger audience, ensuing acknowledgement of LPU’s professional eminence at the national platform.”

Meanwhile, Percept Media has already commenced the work on the account.

Allied Media bags media duties for Lovely University
Source: Medianewsline.com
Feb 8, 2010

Allied Media, the media planning, evaluation & buying arm of Percept Limited has bagged the media duties of Lovely Professional University (LPU) as new business to its kitty. Pitched in a fierce competition, the agency walked away with the assignment of planning and executing LPU’s media campaign.

The Delhi based office of Allied Media will be tasked with all media planning and buying responsibilities for LPU, and taking on the role as Media-Planning partner comes in the wake of reaching out to relevant target audiences ensuring maximum brand awareness.

Aman Mittal, Assistant Director, LPU said, “LPU has carved a niche for itself in higher education scene as the pioneer of 21st century education in India we envisage to build a knowledge based society. The University enjoys the enviable reputation of a towering and soaring center of excellence in the field of imparting learning, propelled by the engine of new age teaching teamed with technology. Allied Media participated in the formal pitch process. We have selected Allied Media from amongst an array of top agencies from across the country. We went ahead with Allied Media because of their robust strategic planning & their 360 degree implementation coupled with the most effective of media buying practices.  We realized Allied Media understands LPU's brand specific requirements and is capable of delivering the desired results corresponding to the brand equity enjoyed by the University.”

Commenting on the win, Surbhi C. Murthy, Deputy General Manager, Allied Media said, “We are extremely proud to share LPU’s ‘Vision of building a Knowledge based Society’. Since its inception LPU has been committed to the cause of imparting professional education to India’s youth. It is the Largest Professional University in the nation, offering more than 150+ educational programs to over 2400 student at one campus. Professionalism, focus on serious education, and commitment towards building a Knowledge based Society are LPU’s core strengths. With our association we will ensure that their vision and strengths are communicated to a much larger audience, ensuing acknowledgement of LPU’s professional eminence at the National Platform.”

Allied Media has already commenced work on the account.

Lovely Professional University appoints Percept Media as its media agency
Source: Exchange 4 media.com
Feb 8, 2010

Percept Media, the media planning, evaluation and buying arm of Percept Ltd, has been assigned the task of planning and executing Lovely Professional University’s media campaign following a fiercely competed pitch. Senior Percept officials have pegged the account size at Rs 20 crore.

The Delhi-based office of Percept Media will be tasked with all media planning and buying responsibilities for Lovely Professional University. The agency is taking on the role as media-planning partner in the wake of reaching relevant target audience, ensuring maximum brand awareness for Lovely Professional University (LPU).

Aman Mittal, Assistant Director, LPU, said, “We envisage to build a knowledge-based society. LPU enjoys the enviable reputation of a towering and soaring center of excellence in the field of imparting learning, propelled by the engine of new age teaching teamed with technology. Percept Media participated in the formal pitch process. We have selected Percept Media from amongst an array of top agencies from across the country. We went ahead with Percept Media because of their robust strategic planning and its 360 degree implementation, coupled with the most effective of media buying practices. We realised that Percept Media understands LPU’s brand specific requirements and is capable of delivering the desired results corresponding to the brand equity enjoyed by the University.”

Commenting on the win, Surbhi C Murthy, Deputy General Manager, Percept Media, said, “We are extremely proud to share LPU’s vision of building knowledge based society. Since its inception, LPU has been committed to the cause of imparting professional education to India’s youth. It is the largest professional university in the nation, offering more than 150 educational programmes to over 2,400 students at one campus. With our association, we will ensure that their vision and strengths are communicated to a much larger audience, ensuing acknowledgement of LPU’s professional eminence at the national platform.”

Meanwhile, Percept Media has already commenced the work on the account.

Business channels in 2010: What’s in store?
Source: Campaign India
Feb 5, 2010

Campaign India attempts to understand how the English business news channel space will evolve in the year ahead

The English business news channel space has seen a significant amount of activity in the past year. With the launch of Bloomberg-UTVi and then ET Now, the business news space has now been split into a four way battle with CNBC- TV18, ET Now, NDTV Profit and Bloomberg-UTVi. What does the year ahead hold for the English business news space?
 
Shripad Kulkarni, COO, Allied Media Network, “The business news genre is the one directly linked to business performance, so the genre will see an upswing in revenues for sure.” Motivator’s Rajul Kulshreshtha believes the challenge for English business news channels will be in offering differentiated content. “The challenge is to move out of the “ticker only “ positioning. And this can only happen if they give a serious look at the content that is being aired.The best example of this being Colors. Colors is where it is, because it took the initiative to say that ‘We will offer differentiated content, that is relevant, entertaining.’

“I guess the challenge for the business news channels is to move out of the “ticker only” positioning. And this can only happen if they give a serious look at the content that is being aired. The best example of this being Colors. The general entertainment channel is where it is, because it took the initiative to say that ‘We will offer differentiated content, that is relevant, entertaining.’ As for the budget, the interest levels will be the same. I guess one can’t go too far with the glamorisation of time. Advertisers buy eyeballs and not time and till that improves , it will be much the same as last year and the year before that.”

Shripad Kulkarni, COO, Allied Media Network

Allied Media appoints Amol Mohandas as GM
Source: Indiantelevision.com
Feb 4, 2010

Allied Media, the media planning, evaluation and buying arm of Percept Limited, has roped in Amol Mohandas as General Manager.

He will be report to VP Allied Media PM Balakrishna and will be responsible for all aspects of the Future Group media business.Prior to joining Allied Media, Mohandas was proprietor at Weave Through Communications, an agency specializing in on-ground and digital activations. 
Mohandas has extensive expertise in the arena of media planning and buying. During his ten years in the industry, Mohandas has also been associated with companies like MediaCom (Middle East), Starcom and Mindshare which entailed handling clients across industries such as automobiles, consumer durables, retail, banking and FMCG. 

Said Mohandas, "Allied Media is a great place to work where an integrated approach to communication planning is always at the helm of all plans. I'm looking forward to combining my expertise on holistic planning with a team that is already equipped with the thought in their minds."

Allied Media bags Rs 30-cr media mandate for SBI Mutual Fund
Source: Exchange4media.com
Jan 6, 2010

Allied Media, the media planning, evaluation and buying arm of Percept Ltd, has been assigned the media duties of SBI Mutual Fund (SBI MF). According to agency sources, the account is pegged at Rs 30 crore. It may be noted that the creative duties of SBI MF are being handled by Percept/H.

The win comes on the back of a multi-pitch agency pitch that involved India’s top agencies – viz. Lintas, GroupM, Motivator and Lodestar, besides Allied Media. After two rounds of rigorous pitch processes, Allied Media was appointed as the media agency. SBI MF, with over 20 years of rich experience in the fund management arena, has appointed Allied Media as their AOR across print, TV and radio.

Commenting on the win, PM Balakrishna, Vice President, Allied Media, said, “SBI Mutual Fund is a brand leader and clearly the largest mutual fund house in the country. They are veterans at consistently delivering value to their customers, and our objective is to add value by creating and delivering a wholesome 360-degree media solution to reach their wide base of customers. Our past experience, innovative media marketing proprietary tools and the support of the Percept Media’s inherent capabilities and strengths will enable us to provide a holistic media strategy for the brand, which will be effective and efficient.”

The media duties for this reputed account have commenced with effect from January 1, 2010.

Campaign India Agency Report Card 2009
Source: Campaign India
Dec 16, 2009

Type of agency: Media
Company ownership: Percept Ltd
Key personnel: Shripad Kulkarni, COO, P M Balakrishna, VP, Preeti Mascarenhas, CSO, Milind Dewulkar, GM-finance, Surbhi C Murthy, deputy GM

Accounts won Future Group, Toyota Kirloskar Motors, BSNL, Ozone Ayurvedics, Bank of India, National  Highway Authority of India, Ministry of Commerce, HIS Travel, Smart Digivision, Bank of Maharashtra, Everest Roofing, National Female Literacy Mission, Daikin Airconditioning
Accounts lost None reported.

The year took off well with Allied Media bagging The Future Group biz, following retail giant’s decision move its media duties from Starcom MediaVest Group’s FutureWorks. Besides that, some of the agency’s wins this year included the empanelment to the BSNL account, adding clients like No Marks and Panasonic. For BSNL, Allied Media bagged close to 60% of the planned Rs 100 crore TV budget. The agency also benefitted from the Assembly Elections, after Percept managed to crack the Jai Ho anthem for the Congress. The media planning and buying for the ‘Jai Ho’ part of the Congress campaign which saw heavy use of television and radio, was also handled by Allied Media.

On the talent front, the agency hired talent at regular intervals to support the growing roster of businesses it services. Suresh Shah joined from Lintas Media Group as investment director, while Priya Iyer joined as business director and Meenakshi R Mohan joined as business director.

Campaign Score: 7

How ALLIED MEDIA rates itself: 9

We are the agency all established players are closely eyeing. Why is it so? We are just a two year old company and are the fastest growing media agency in India. Look at the business we won this year: Future Group, Panasonic, Toyota (MUVs and SUVs), No Marks. We’re handling a client base of the ever demanding Indian entrepreneurs and the perfectionist Japanese clients drives us to grow the best media team in India. Our pedigree is 360 – so we have an unfair advantage in an era where clients want effectiveness through 360 degree activation. This gives our ROI deliveries to our clients a new dimension which will be tough for competition to beat. We have a commitment to tools and training at par with the best in the country. In the next two years, all will see what our EPP, proposed R&T Lab and motivation of our people will achieve.

More the merrier? Nah!
Source: Financial Express
Nov 24, 2009

Does crowding the general entertainment genre augur well for advertisers?

Shripad Kulkarni
COO, Allied Media Network

Cost of reaching viewers has gone up

This is pretty much a simple, single point argument. As is well known, general entertainment channels (GEC) space now is a three horse race with Colors taking a solid lead over Zee TV and Star Plus. Colors has crossed 350 gross rating point (GRPs) mark and the other two hover around 240 GRPs. (GRPs are the sum total of television rating points (TRPs) over a certain period of time and TRPs indicate the percentage of viewers watching a particular programme at a given point of time.) Sony, in the meanwhile, is steadily rising again reaching 160 odd GRPs.

If you delve deeper into the day time slot wise popularity, there is a fair amount of cross channel viewership. Each of the three channels has some time slot or other where it delivers 4.5+ TRPs. Add to this the fact that channels nowadays talk to each other much more than ever before and you will get the drift of my argument. There is a direct relationship between the yield or the effective rate a channel manages and ratings.

In the olden days, there was a time when, as a number 3 channel, Star Plus on its own would up the rates for festive, once inventory was full on the other two channels. Today, there is not only a regular track of ad secondage by all GECs, but they talk to each other a lot more. As a result, the rates do not fall down proportionately.

Thus, the crowding of the GEC space has resulted in a sharp rise in the cost per rating point (CPRP) deliveries. Simply put, in just under a year, advertisers and media buyers are suddenly staring at a much higher CPRP for their TV activities because of this crowding of the GEC space.

Allied Media eyes growth upwards of Rs 1,500 crore in 2010
Source: Exchange 4 media
Nov 9, 2009

Allied Media is quite bullish about the coming year, with its COO, Shripad Kulkarni, stating, “We are targeting growth upwards of Rs 1,500 crore next year. We expect to close the current financial year at Rs 1,000 crore in March-April 2010.”

Kulkarni further said, “We started off FY09-10 with a bang, where we bagged BSNL, Future Group and Panasonic. We added business worth Rs 400 crore in one stroke. Last year, we broke even. We want to double our business in 18 months with a solid team, processes and system.”

“We have hired Suresh Shah as Investment Director and Preeti Mascarenhas as Chief Strategy to clearly set up solid processes,” he added.

He further informed, “In our endeavour to offer holistic and integrated 360 degree media solutions to our clients, we recently launched a process and model – Engagement Planning Process (EPP), a systematic model panning across the classical ATL and BTL mediums. This model will cover channels in print, TV, cinema, radio, online, mobile captive, OOH , PR, events, alliances, ground promotions, marketing, direct mail and will cut across brand connect, buzz and consumer activation. Right now, this tool is only being used only by Allied Media. We are going to formally launch this tool for the industry next year, along with the two new media tools.”

“With this EPP model, we aim to address various stages of planning in the communication process through a suite of tools like Market Place, which gives an overview of the dynamic market, and Brand Map, which shows the current and future roadmap for the brand. The Media Map tool helps in creating three dimensional models in search for communication platforms, while Evaluation Matrix helps in engagement rating point,” Kulkarni added.

Are parliament questions marketing ploys?
Source: Campaign India
Jul 30, 2009

Are the Members of Parliament truly outraged or are TV channels behind the furore, asks Payal Khandelwal. The recently launched reality show ‘Sach Ka Saamna’ on STAR Plus has been creating quite a lot of buzz and media interest lately. The show is based on the popular US format ‘Moment of Truth’ and has become quite popular with viewers.

One of the reasons that this show is getting a lot of eyeballs is because of the publicity it has managed to garner after questions were raised in the Parliament about the controversial nature of the show.

While this is definitely publicity for the show, the question that needs to be asked is whetherthe channels behind these kind of “controversial” reality shows are staging this uproar to get more eyeballs.

Campaign India spoke to some media professionals about the latest trend that is emerging. One of the findings was that controversy has always been an intrinsic part of reality shows and it is only now that it is reaching another level by occupying prominent position in newspapers and TV channels and eventually in the parliament.

Shripad Kulkarni, COO, Allied Media
“The channels could well be doing this. However, I don’t want to get into if they are or not. It is, according to me, perfectly fine if they are using such publicity gimmicks.These are intrusive, effective and impactful strategies to create more buzz around the program. I think it’s absolutely fine and fair on the channels’ part. It is a game plan which any marketer worth his salt wouldn’t mind getting into.”

Percept's Allied Media wins major chunk of BSNL's media biz
Source: Campaign India
Jul 6, 2009

Percept’s Allied Media has been mandated as the lowest bidder for BSNL’s Rs 100 crore TV plan. The second lowest bid was from MPG.

Industry sources have told Campaign India that BSNL's brief was very precise, with particular emphasis on ensuring that a certain amount of GRPs were to be accounted for, not just from primetime slots or GECs, but also from news, regional and niche channels.

Campaign India has learnt that Percept’s Allied Media will be handling close to 60% of BSNL’s planned Rs 100 crore TV budget. Agencies close to the development were not available for comment.

MRUC & Hansa set to release Indian Outdoor Survey 2009 for Mumbai on Jun 15
Source: exchange4media.com
Jun 15, 2009

Following an effort that has spanned five years, Media Research Users’ Council (MRUC) and Hansa Research are all set to release the Indian Outdoor Survey (IOS) 2009 for Mumbai on June 15, 2009. The Patron Sponsors, who provided the initial funding for the project, include Laqshya, Outdoor Advertising Professionals, Ogilvy and Reliance ADAG.

The IOS Technical Committee comprises Roda Mehta – Former Technical Chairperson, MRUC; Sandip Tarkas, Future Media – Ex Vice Chairman; Shripad Kulkarni, Allied Media – Current Vice Chairman; Nabendu Bhattacharyya, Ogilvy Action; Vani Dixit, Laqshya Media; Arminio Rebeiro, Platinum; Abhijit Sengupta, OAP; Hemanth Shah, Times OOH and Swati Suvarna, Big Street.

The MRUC believes that the IOS would help “unlock the potential of outdoor”. An official communiqué from MRUC stated, “The contemporary view of the outdoor medium from a media planner’s perspective has evolved over time. In an age of ever-increasing specialisation, with media focusing on smaller slices of the population, outdoor advertising remains the champion of the generic and the all-inclusive... The IOS is the first syndicated study in India on outdoor media that will resolve some of the key concerns of advertisers, their agencies and the sellers of outdoor media.”

The MRUC and Hansa Research have planned the IOS as a complete media planning & buying tool for the outdoor media. The statement also said, “IOS appraises outdoor sites with respect to their ‘visibility’ quality. It goes beyond measurement of ‘visibility’ and provides ‘reach’ for the selected sites as part of a campaign. It allows to plan campaigns targeted to reach select ‘audiences’ at defined levels of exposure.”

On the IOS Database capabilities, the communiqué said, “ Site database for planning and buying of hoardings, bus shelters and kiosks; estimate of count of traffic by five different modes by stretch and estimate of the travelling population and pedestrians present on the road stretch, and their profile.”

Allied Media bags business worth over Rs 460 crore
Source: medianewsline.com
May 14, 2009

Allied Media, the media agency of Percept Ltd has added business worth over Rs 460 crore in the last quarter. In an exclusive conversation, Shripad Kulkarni, COO, Allied Media, shares the agency’s growth plans the revenue target for 2009, as well as beating the slowdown.

In the last quarter, the agency has bagged quiet a few businesses boosting its total billings for the agency. Recently, the agency has added media businesses of BSNL, No Marks, Panasonic and Future Group. The agency has been empanelled on the business for BSNL. The other agencies empanelled for the BSNL business are Motivator, MPG and Prachar Communications.

Post the acquiring stakes in Percept Limited by Kishore Biyani, Allied media bagged Future group’s line of business. Most of the businesses for Allied media have been bagged through the doorway of Percept/H, the creative agency of Percept Limited. In that regards, Kulkarni explained, “We have creative agencies within the group that keep bagging and winning business and thus that adds to my media businesses as well.”

On agency’s target growth, Kulkarni noted, “We have clocked Rs 460 crore in the first full year of operations and have already achieved it; Our target for the current year is roughly Rs 900 crore and I have already locked it.”

With so much action at the agency, Kulkarni is looking at expanding his staff strength further. Currently the agency strength is at 51, the agency plans to recruit more 21 members to the family. The recruitment will involve from the top most levels to the trainee recruits. On quested if they have finalised any names, Kulkarni informed that they are still in the process.

Where there have been other companies taking some measures to curb the slowdown, for Allied Media’s Kulkarni questions ‘What slowdown?’ He asserted, “In today’s scenario where companies are cutting sown on their work force, on the contrary, Allied Media is expanding its work force by 40 percent more. So we are bucking the trend and beating the so called ‘Slowdown’.”

In the next 2-3 years, Kulkarni targets to be the top two media agency

Allied Media bags Future Group account
Source: Medianewsline.com
March 13, 2009

Industry sources have informed that Allied Media will take over responsibility for the Future Group’s media duties from April 2009. There was no pitch process involved in the development. FutureWorks will handle the business until March-end 2009.

Officials from neither Future Group nor the agency were available for comment. Senior industry sources, however, informed that the development had been in the offing ever since Future Group’s Kishore Biyani agreed in principle with Percept to take a stake in Allied Media.

Starcom Worldwide and The Future Group have mutually decided to end their relationship. Starcom’s FutureWorks was handling the media duties of the retail giant.

What slowdown? It’s time to grow for Allied Media
Source: exchange4media.com
May 12, 2009

Slowdown or no slowdown, Allied Media, the media agency of Percept Ltd, is quite gung-ho about its growth following its accomplishments in the last quarter. The agency has added business worth over Rs 460 crore in the last quarter.

In an exclusive conversation, Shripad Kulkarni, COO, Allied Media, shares the agency’s growth plans the revenue target for 2009, as well as beating the slowdown.

In the last quarter, the agency has bagged quiet a few businesses boosting its total billings for the agency. Recently, the agency has added media businesses of BSNL, No Marks, Panasonic and Future Group. The agency has been empanelled on the business for BSNL. The other agencies empanelled for the BSNL business are Motivator, MPG and Prachar Communications.

Post the acquiring stakes in Percept Limited by Kishore Biyani, Allied media bagged Future group’s line of business. Most of the businesses for Allied media have been bagged through the door way of Percept/H, the creative agency of Percept Limited. In that regards, Kulkarni explained, “We have creative agencies within the group that keep bagging and winning business and thus that adds to my media businesses as well.”

On agency’s target growth, Kulkarni noted, “We have clocked Rs 460 crore in the first full year of operations and have already achieved it; Our target for the current year is roughly Rs 900 crore and I have already locked it.”

With so much action at the agency, Kulkarni is looking at expanding his staff strength further. Currently the agency strength is at 51, the agency plans to recruit more 21 members to the family. The recruitment will involve from the top most levels to the trainee recruits. On quested if they have finalised any names, Kulkarni informed that they are still in the process.

Where there have been other companies taking some measures to curb the slowdown, for Allied Media’s Kulkarni questions ‘What slowdown?’ He asserted, “In today’s scenario where companies are cutting sown on their work force, on the contrary, Allied Media is expanding its work force by 40 percent more. So we are bucking the trend and beating the so called ‘Slowdown’.”

Thus in the next two- three years, Kulkarni targets to be the top two media agency.

Allied Media assigned Rs 20-cr media mandate for No Marks
Source: exchange4media.com
Mar 10, 2009

Allied Media has bagged the media duties of ‘No Marks’, an Ayurvedic skincare range of products from Ozone Ayurvedics. Shripad Kulkarni, COO, Allied Media, has confirmed the account size to be in the region of Rs 20 crore. It may be recalled that top cop Kiran Bedi had recently been roped in for the brand campaign for No Marks. OMS is the incumbent agency. The win was not preceded by any multi-agency pitch.

Commenting on the development, SC Sehgal, CMD, Ozone Group of Companies, said, “Ozone has been at the forefront of introducing pioneering products like ‘No Marks’ by introducing new and innovative products for various skin-related problems. Increasing competition, current market scenario and constant change in demand of consumers has instigated a change which is inevitable. This, indeed, is an inflexion point for the company and the brand, when we will revisit our marketing and media strategies, to reinforce our position of a ‘Skincare Specialist’.”

Reacting to the win, Shripad Kulkarni said, “No Marks is a challenging brand as it is poised to take on the leaders in the skincare segment. To achieve this, we will have to create a paradigm shift by conceptualising an innovative360-degree media solution. Our past experience, innovative media marketing proprietary tools and the support of the Percept Group’s inherent capabilities and strengths will enable us to provide a holistic media strategy for No Marks, which is effective and efficient.”

Neeta Aggarwal, COO, Ozone Ayurvedics, added here, “Women are beginning to realise their inner confidence, which has started reflecting in their looks. This is the change that No Marks as a brand wishes to be a part of. As an agent of positive change, we wish to reach to a larger number of Indian women by giving them a reason to look and feel beautiful, that is, flawless skin.”

“We believe in the capabilities of Allied Media’s 360 service to partner us in challenging the brand leaders. We will together aim to leverage the brand potential to gain maximum mileage,” she added.

The No Marks skincare range includes creams, face pack, face wash, soaps, lotions, scrubs and lip balms.

Mixed year for advertising
Source: Business Standard
Dec 29, 2008

It was a year of crests and troughs for the advertising industry. At the start of the year, the outlook was very positive: GDP was expected to grow in excess of 9 per cent.
Other signs of economic buoyancy included luxury brands setting up operations in India, luxury car launches and the booming real estate sector. The financial sector growth indicated that 2008 would be a fantastic year.

Besides, with several TV channels and print media products waiting to be launched, the media industry was set to boom. In fact new channels like 9X, NDTV Imagine and Colors pumped lots of money into the system as they advertised heavily.

The launch of these channels also gave advertisers more choice in looking for the right target audience. It was a great year with sports properties such as the Indian Premier League (BCCI’s T20 cricket event), the Zee-promoted Indian Cricket League, F1 and marathons being added to the list.

Radio advertising continued to do well. Print advertising was the hardest hit due to slowdown and the increase in advertising rates. Digital media (Internet, mobile and digital signage) grew the most and will continue to do so as their ROI is far better and easily measurable. Analysts believe digital will grow by over 80 per cent YOY since its base is very small.

Preeti Mascarenhas, chief strategy officer, Allied Media (Percept’s media agency), testifies: “Rising interest in social networking in 2008 has made brands think seriously about leveraging it.” The traditional media will not grow more than 13 per cent next year.
The media industry has been growing in double digits for more than a decade. It grew by over 22 per cent in 2007–08 (Rs 19,700 crore). But in FY09, the growth rate may go down to a single digit.

Next year, the industry is pinning hope on DTH, telecom (services and handsets), education and healthcare categories.

Percept climbs in the Brand Equity Agency Reckoner Rankings
Source: indiantelevision.com
Dec 18, 2008

Allied Media debuts in the 'Top 5 Media Agency' list; Percept/H ranked 14th in the Agency Reckoner. Allied Media, the media services outfit of the Percept Group, has debuted in the Top 5 of the Brand Equity Agency Reckoner - Media Agencies in its very first full year of operations. Formed just a year back, Percept's Allied Media has wrested the No 5 position in its maiden appearance in the Reckoner.

Allied Media received the following rankings in the Media Agency Parameters:
Ability to Manage Best Media Deals: No. 5
Ability to Utilise Power of Research well: No. 5
Quality of Talent: No. 7
Ability to effectively use Traditional & non-Traditional Media: No. 4
Ability to provide Higher Media ROI: No. 4

Explaining his Agency's remarkable performance Mr. Shripad Kulkarni, COO, Allied Media said, "360-degree is what the market craves for, and it's in our genes. Clients have accepted our 360-degree proposition."

Said Mr Harindra Singh, Vice Chairman & Managing Director, Percept Limited, "This is a huge achievement for Allied Media which, in fewer than 12 months has showcased the potential of Percept's 360-service capabilities in servicing its clients. Allied has made a dramatic entry into the Top 5 Media Agencies space."

Kulkarni says the big success for Allied Media comes from training its people on the EPP (Engagement Planning Process). "We conceived the EPP model as there are many tools available in the marketplace. We synthesize these tools into a working process, and encourage planners to go into the fundamentals and approach both above-the-line and below-the-line at one go," he says. In the last one year, Allied Media has invested over 1,000 man-hours in training its employees in the EPP and in handling 360-degree recommendations.

This is a change from the way traditional media has worked and Allied Media's innovative media marketing tools backed by the Percept Group's inherent capabilities and strengths have ensured its success.

Allied Media's clients vouch for the agency's well-rounded thinking and execution ability. According to Alok Bharadwaj, senior vice-president, Canon India, "The whole package Allied Media offers is an integrated media offering and not just as an agent to negotiate lower media rates. They deliver on the intended goals."

Percept's Media services offer turnkey solutions in conventional & traditional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital & interactive media, sports marketing, sponsorships & endorsements. They provide a unique media service delivery platform through its micro-marketing infrastructure with the support of IT based networks. This ensures reduced national and regional response time, apart from increased speed and efficiency for clients.

In Aug 2007, Allied Media launched the Engagement Planning Process (EPP) model, a one of its kind - systematic Process to arrive at a 3600 Media Solutions. This has been successfully implemented across its client base delivering stunning results for its clients.

Allied Media today, boasts of a long list of clientele that includes - DLF, Canon, Sahara, Samsung, Hero Honda, Indian Oil Corporation, Style Spa, Force Motors, TCL, Delhi Police, Nahar Group, Indo Nissan, E I Dupont Ltd, Sharp Business Systems, Toshiba, Electrolux, Essar Mobile, World Space, Bilt, Kohinoor, Zicom, DKT, Pidilite, Citizen, Panasonic Moneygram, NIIT, Force 1, Kingfisher Bohemia, and JVC.

Said Mr Shripad Kulkarni, COO, Allied Media, "It has truly been an achievement to break into the big league in India in our very first full year of operations. We hope to improve on this ranking in the coming year and Kulkarni adds, "We are by far the fastest growing media agency in the country. We have clocked $100 million (Rs 450 crore) in the first full year of operations, and our target for the current year is $200 million (roughly Rs 900 crore). So far, we are on course."

Percept's Media Services has a strong network of 40 offices across India and has a team strength of 200.

Percept/H, Percept's flagship advertising agency has also moved up one place from last year (2007) when it was ranked No. 15 to No. 14 in the 2008 Brand Equity Agency Reckoner - Advertising Agencies.

Allied Media debuts in ‘top 5 media agency’ list
Source: The Economic Times (Brand Equity Agency Reckoner)
Dec 17, 2008

There is a new name at No 5, though — Allied Media, the 18-month-old media services outfit of the Percept Group, debuts in the Top 5.While O&M’s Pandey heads the Most Influential People list, McCann’s Prasoon Joshi, Madison’s Sam Balsara, JWT’s outgoing creative head Agnello Dias and Lowe’s R Balakrishnan (Balki) take the subsequent four positions. Interestingly, Mudra Group’s creative head Bobby Pawar has debuted in this list at No 8.

Also, this is the first time in the Reckoner’s six-year history that four media agency professionals — Balsara, Lintas Media’s Lynn de Souza, GroupM’s Vikram Sakhuja and Starcom’s Ravi Kiran — find themselves in this elite Top 20 list. Heading the list of India’s Best Ad Production Houses is Corcoise Films — a first for the production house. Black Magic takes the No 2 spot, Equinox Films is placed third, while MAD Films comes fourth. Last year’s No 1, Nirvana Films, is at No 5 this year.

And among the top Creative Directors are McCann’s Joshi (No 2), JWT’s Dias (No 3), Lowe’s Balki (No 4) and O&M’s Abhijit Avasthi (No 5). New entrants in this Top 20 list include Rediffusion Y&R’s Sagar Mahabaleshwarkar and Ramanuj Shastry, and Ambience Publicis’ Ashish Khazanchi.

The 2008 Reckoner, for the first time, has three new verticals — Top Digital Agencies, Top Design Agencies and Top Brand Promotion Companies. Webchutney and Hungama take the No 1 and No 2 positions in the Digital Agencies, Ray + Keshavan and Elephant Design are the No 1 and No 2 among Design Agencies. Candid Marketing and Solutions Integrated are placed first and second among Brand Promotion Companies. This year’s Reckoner is packed with loads of information and analyses. For all that and more, turn to the copy of the Brand Equity Ad Agency Reckoner (metro edition only) that’s come with today’s ET.

Percept Media billings cross $100m
Source: Financial Express
Aug 21, 2008

Percept Media, which offers services encompassing conventional and traditional media, crossed $100 million media billings in the year one (FY 2007-08) of its operations. Percept Limited director Ajay Upadhyay said, "The growth in our media services business has been phenomenal and we are well set to break into the big league in India in our very first year of operations. Allied Media COO Shripad Kulkarni pointed out that Percept's strength lies in the fact that they can provide both – conventional and unconventional media solutions to clients.

Percept Media Billings cross $100 Million
Source: medianewsline.com
Aug 20, 2008

Percept's media billings for the year (FY 2007-08) of its operations have crossed $100 Million mark. Percept’s 360 degree Media services encompass conventional & traditional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital & interactive media, sports marketing, sponsorships & endorsements. They provide a unique media service delivery platform through its micro-marketing infrastructure with the support of IT based networks. This ensures reduced national and regional response time, apart from increased speed and efficiency for clients.

Said Ajay Upadhyay, Director, Percept Limited, “The growth in our media services business has been phenomenal and we are well set to break into the big league in India in our very first year of operations. We hope to improve on our current volumes in the coming year.” In Aug 2007, Allied Media launched the Engagement Planning Process (EPP) model, a one of its kind - systematic Process to arrive at a 3600 Media Solutions. This has been successfully implemented across its client base delivering stunning results for its clients.
 
Shripad Kulkarni, COO, Allied Media pointed out that Percept’s strength lies in the fact that they can provide both – conventional and unconventional (innovative) media solutions to clients. “The ability to think out-of-the-box and provide innovative solutions for our vast repertoire of clients is a huge USP that we possess as an integrated entertainment, media and communications company.”

Prashant Gunthey, who heads Percept Retail feels that Retail will be one of the key drivers in OOH media. “Retail will see lots of technology innovations like holographic screens, shop windows used as display screens, spaces between floor and ceiling used for displays and new concepts which use technology as its basis. Clients have started realising the potential and are getting clued on to this medium,” feels Gunthey.
 
Sanjay Pareek, President, Percept OOH, feels that measurement tools will be the most important contributor to the growth of this medium with clients focusing on the RoI of this medium. “Technology and innovation are going to be the two most important growth drivers for our media”, said Pareek.

“Internet usage and content in India is slated to grow more than 50% per year and current audiences are becoming more mature and picky on what they do online. We feel there is tremendous opportunity in the online advertising and media space as it facilitates micro targeting,” says Viraj Malik, MD, Percept Knorigin.

P9 Integrated’s CEO Navin Shah feels that entertainment marketing, branding and cinema activation has come of age. “Today, clients are spending huge monies on entertainment marketing. They see the value and returns that this concept has brought for them and we have only just scratched the surface in exploiting this medium”.

Percept’s Media services, today, boasts of a long list of clientele that includes - DLF, Canon, Sahara, Samsung, Hero Honda, Indian Oil Corporation, Style Spa, Force Motors, TCL, Delhi Police, Indo Nissan, E I Dupont Ltd, Sharp, Toshiba, Electrolux, Essar Mobile, World Space, Bilt, Kohinoor, Zicom, DKT, Pidilite, Citizen, Panasonic Moneygram, NIIT, Force 1, Kingfisher Bohemia, and JVC. Percept’s Media services provides a strong network of 40 offices across India with a team strength of 225 personnel.

Record entries for Emvies 2008 awards news
Source: domain-b.com
July 15, 2008

The Emvies, the annual marketing excellence awards set up by the Ad Club, have seen an increase of 70 entries this year. The awards, now in their seventh year, are being awarded in six categories

Best media strategy
Best media innovation' (across TV, print, radio, OOH, cinema, digital etc)
Best media research
Best integrated campaign
Media agency of the year and
The grand Emvie
Film promotion, a new category added this year, is said to have led to the increase in entries with nearly half coming in from the FMCG sector.

The jury includes Ajit Varghese of Maxus, Anamika Mehta of Lodestar Universal, C Mallikarjundas of Madison Media, Jasmin Sohrabji and Harish Shriyan of OMD, Shripad Kulkarni of Allied Media Network, V S Mani of Lintas Media Group, among other senior media professionals. 

The Emvies are India's only case-study based media awards and have a rigorous two-stage evaluation process, with a six-member jury scrutinising the submitted entries. In the second stage, entries shortlisted in each category from the first phase go through presentations and the results are declared based upon the case study presented.

This year two new judging criteria have been added. First, the judges have been asked to evaluate execution and also scale of execution. The second is accountability of each entry as to how it delivered against the set objectives and whether the results are quantifiable.

The Emvies are not only about innovation or brilliance of thought, they are also about the efficacy of the entry. The judging process also tests the mettle of both planners and implementers alike.

The next round of judging will take place on July 21st and 22nd, and the Emvies award will be presented on 28 July in Mumbai.

Pragya TV assigns media duties to Allied Media
Source: exchange4media.com
May 28, 2008

Pragya TV, the television venture of Pragya Vision Pvt Ltd, has awarded its media duties to Allied Media, the media arm of Percept Group. The channel went on air in November 2007. The size of the account is pegged at Rs 10 crore. Senior sources close to the development have confirmed the news.

The channel follows the philosophy of ‘Live Life Positive’, which is reflected in all its programme content.

Allied Media will be relaunching Pragya TV with a fresh outlook, besides handling the creative strategy and media buying for the channel.

Swinging times ahead for Allied Media
Source: HT Mint
Apr 23, 2008

Wins media account of Electrolux worth Rs25 crore. The latest update, by Spatial Access Media Solutions, on advertising account movements for the period 8-21 Apr is out. It’s been a less active fortnight with a few accounts changing hands, however, not without some big moves. Electrolux showed its trust in Allied Media for its Rs25 crore media account. BPCL, through the empanelment process for its Rs40-45 crore creative account, added McCann Erickson to the existing list of three agencies.

Among other movements, regional airline company, MDLR Airlines, chose Euro RSCG to pilot its creative business. ABP group alligned its Bengali magazines portfolio with Bates David Enterprise and Mudra was entrusted to voice the Greenpeace communication.

Electrolux appoints Allied Media as Media Planning Partner
Source: Financial Express, exchange4media.com, moneycontrol.com, televisionpoint.com, indiaearning.com
Apr 8, 2008

Following a good Brand building process is one of the most difficult, yet a challenging path to become the country’s most renowned and desired brand. The challenge becomes more effective when one can grab the right opportunity at the right time. Electrolux a leading name in the consumer durable industry keeps pace with the dynamic competitive market and knows how to hit the bull’s eye with a perfect aim.

Electrolux has appointed a new Media Planning & Execution partner for its company. On this note, the COO Mr. Eric Braganza announced that Electrolux’s Media planning duties would be handled by Allied Media, a well known and a growing media buying and planning agency. He also said that “It is very important for a company to choose the perfect and effective agency for getting effective results out if it. We welcome the Allied team on board as our new partner in making our brand healthier and working towards our unique brand strategies.”

Mr. Madhav Nene, General Manager Marketing Electrolux remarked “I am quite impressed by their Engagement Planning Process. We truly believe that they would surely contribute in helping us achieve the pre defined Brand & Marketing objectives. Allied Media has accepted challenges and given their best to fufill the media requirements of the brands. Brand Electrolux plans to invest around 25 crores in the new financial year Apr 2008 to March 2009

Electrolux expects to be on the peak of achieving soaring success through this association. It truly hope to be the Global masterbrand, which they have the potential to be. This time it has given another boost to its new philosophy—“THINKING OF YOU”, that has already experienced rave reviews from its customers, who feel that Electrolux is not mere “sayers” but it actually does what it claims…… After all the brand building and enhancement plans and processes have been undertaken on our initiative of THINKING OF YOU..

Shripad Kulkarni, COO, Allied Media said on this win “Electrolux is a very prestigious win for us. And it is a great way to start the new financial year. This win is due to of our pioneering EPP (Engagement Planning Process) – which is about True 3600 Planning, our main differentiator”

JVC assigns creative duties to PerceptH, Allied Media to handle media duties; account size Rs 20 cr
Source: exchange4media.com
Feb 29, 2008

Percept/H Delhi has bagged the creative duties of electronic goods manufacturer Victor Company of Japan Ltd (JVC). Media duties have been assigned to Allied Media. The account size has been pegged upwards of Rs 20 crore. The company would be launching its TVs, camcorders and audio systems in India in the second week of March. JVC had tied up with Fedders Lloyd Corporation Ltd (FLCL) in December 2007 to bring its top-of-the-line consumer electronic products to the Indian market.

Sanjeev Wadhwa, Vice-President, Sales and Marketing, FLCL, said, “We had a multi-agency pitch one and a half months back for which we had two rounds – strategic and creative. We awarded the business to PerceptH as the kind of scope they had given for the 360-degree campaign was amazing. They have a good idea about the Indian market and a full understanding of all the 360-degree mediums, including digital.”

Confirming the development, Amitava Mitra, Senior VP, PerceptH, said, “They appointed us based on the strategic presentation that we had made that looked at the market in a holistic manner. We gave solutions for each of the categories to create a greater impact. Our understanding of consumers in all the three categories was quite insightful and we provided a 360-degree solution.”

Mitra further said, “The 360-degree campaign is breaking in the second week of March. The print ads have already been sent out to monthly general magazines, lifestyle and airlines magazines.”

The core target audience of FLCL and JVC encompasses 70 per cent of India’s population, who are below the age of 35. The two companies will jointly invest $30 million to create a space for JVC’s products in the highly competitive Indian consumer electronics market. During the fiscal period 2008 to 2010, JVC plans to expand its sales in India by more than $200 million.

For the record, Percept/H is already handling Fedders Lloyd Corporation’s air conditioner, microwave and refrigerator brands.

Percept’s Allied Media in strategic media pact with Mercantile Advertising
Source: exchange4media.com
Dec 21, 2007

Percept’s media planning and buying arm, Allied Media, has entered into a strategic alliance with Mercantile Advertising. As per the alliance, Allied Media would be handling media planning and buying for all the clients of Mercantile Advertising, which amount to a whopping Rs 100 crore. Some of Mercantile Advertising’s clients include Commonwealth Games Delhi 2010, Kotak Mutual Fund, Indian Oil Corporation, GAIL, Indraprastha Gas Ltd, ICICI Lombard, LIC Mutual Fund, and KVIC, among others. Speaking on the development, Shripad Kulkarni, COO, Allied Media Integrated Communications Pvt. Ltd, said, “We have high regards for independent agencies and treat them as clients. With four independent competing agencies in our group itself, we have worked out a unique model of working with agencies.”

Rasesh Shah, Director, Brand Planning, Mercantile Advertising, said, “With the new generation of entrepreneurs at the helm, Mercantile has been successful in bagging a flurry of accounts in the last six months. We have been entrusted with the creative duties of clients such as IndianOil (Corporate - Delhi), KVIC and the very prestigious Commonwealth Games Delhi 2010 to name a few.” “With a young and enthusiastic team, we are also aggressively pitching for clients in categories that range from hair care, aviation to sport. Our endeavour is to provide a complete range of services to our clients. This alliance with Allied Media is the first step in this direction,” Shah added.

Percept’s Allied Media bags Su-kam’s media duties worth Rs 20 crore
Source: Hindu Business Line
Dec 13, 2007

Allied Media, the media division of Percept Group, has bagged the media duties for Su-kam, one of the major players in the power back-up industry in India. Agency officials inform that the account size is worth around Rs 20 crore. It is understood that Allied Media will handle all strategic planning, media buying and implementation for Su-kam. Speaking on the win, Shripad Kulkarni, COO, Allied Media Integrated Communications, said, “Our 360-degree marcom solutions pedigree is a huge advantage. Building on this, at Allied Media we have developed an expertise in handling the entire spectrum of marcom – conventional media, unconventional media and new media. We will work closely with the Su-Kam marketing team to make their ambitious growth plans a reality.”

Confirming the development, C. M. Singh, Sales & Marketing Director, Su-Kam, commented, “We plan to go aggressive in the market and also in our communication strategy. In Allied Media we have the right partner.” “In an era of growing energy needs and rising concerns about the environment, the focus of the entire world is on renewable energy. Su-Kam, the leader in power back-up systems and solutions, will develop world class, state of the art electronics to support this endeavour,” he explained further. Su-kam is reported to be the only power back-up company whose R&D is recognised by the Government of India. Recently, Allied Media had also won the Cannon account.

Allied Media bags Rs. 20 crore media services account
Source: Times of India
Nov 28, 2007

Allied Media, the media arm of the Percept Group, bagged the media duties for Franchise India, Asia’s largest integrated franchise solution company. The account is worth Rs 20 crore. Allied Media will offer Franchise India a 360-degree media service, which would encompass strategic planning, media buying and implementation.

Percept's Allied Media bags media duties for Franchise India
Source: agencyfaqs.com
Nov 26, 2007

Allied Media Integrated Communications, the media arm of Percept Group, has bagged the media duties for Franchise India Holdings Limited (FIHL). The account size, according to Percept, is Rs 200 million. Allied Media Integrated Communications will offer FIHL, a franchise solution company, a 360 degree media service which encompasses strategic planning, media buying and implementation. FIHL CEO Sachin Marya said, "The franchising market is growing at 30-35 per cent now. Estimated at Rs 100 billion, the franchise industry has about 1,500 home grown franchisers. "Around 350 brands from the US and 200 from Australia are keen to have their presence through franchisees. Several other brands from Europe and South-East Asian countries like Malaysia and Singapore are also interested. The companies prefer franchising as it spreads business and risks while giving high-value income. Moreover, freedom from staffing and operational involvement gives them more chance to invest in research and development."

Allied Media Integrated Communications COO Shripad Kulkarni said, "India is now the world's second largest franchise market and sectors such as retail, food, information technology and education set to witness a boom in franchising.

As the retail business in India is trying to move from 3 per cent under organised sector to 5 per cent, it opens up huge opportunities for franchising. We will leverage our Group's expertise in delivering 3600 Solutions and ensure that Franchise India will reach out to all their target audiences through very innovative media vehicles and strategies."

Percept's Allied Media launches media solutions model
Source: Impact, Indiantelevision.com, indiquest.com, televisionpoint.com, exchange4media.com, businessofcinema.com
Aug 8, 2007

Allied Media, the media arm of Percept Holdings, has launched an 'Engagement Planning Process (EPP)' model, as part of its endeavor to offer 360 degree media solutions to its clients. It is a systematic process oriented model panning across the classical above the line (ATL) and below the line (BTL) mediums, states an official release. It tries to make judicious use of the typical engagement platforms across channels like print, TV, cinema, radio, online, mobile, captive OOH, PR, events, alliances, exhibitions, seminars, ground promotions, tele-marketing, direct mail and cutting acrosscriteria like brand connect, buzz, brand experience and consumer activation.

Allied Media Integrated COO Shripad Kulkarni said, "Today when the economy is on a roll and consumers are spending freely, marketers are being forced to respond far more quickly and yet maintain a refreshingly different identity in the consumer's mind. Media itself is going through a metamorphosis. Interactivity, changes in form and format, the impending digitization and convergence are already proving to be a heady mix. Never before in the history of marketing has there been such a dire need to get both ATL and BTL on the same platform. With the help of a researcher, statistician and using TGI research, Allied Media has evolved an engagement planning model to conceive, plan and execute the ATL and BTL media planning and buying in a way which is; an evolution ahead."

The EPP model will address various stages in the communication process giving a dynamic market, a current and future roadmap for the brand, understanding the media networks of audiences. The release states that the engagement model helps in the search for communication platforms offering outputs on communication platforms. It uses a 6x1score matrix covering not just 3+ reach, but also connect score, buzz score, experiential score, and activation score and adjusted CPRP. Along with a 1x6 weight matrix this gives a ERP score relative to the key competition. Allied Media Integrated Communications Pvt. Ltd. is the media planning, evaluation and buying agency of Percept Holdings. It operates through a 23 city intranet network which helps the centralized planning and buying with the capability to 'execute and activate' at a localized level.

Starcom Worldwide & Future Group to part ways; Allied Media bags Future Group account
March 13, 2009

Allied Media, the media arm of Percept Holdings, has launched an 'Engagement Planning Process (EPP)' model, as part of its endeavor to offer 360 degree media solutions to its clients. It is a systematic process oriented model panning across the classical above the line (ATL) and below the line (BTL) mediums, states an official release. It tries to make judicious use of the typical engagement platforms across channels like print, TV, cinema, radio, online, mobile, captive OOH, PR, events, alliances, exhibitions, seminars, ground promotions, tele-marketing, direct mail and cutting acrosscriteria like brand connect, buzz, brand experience and consumer activation.

Allied Media Integrated COO Shripad Kulkarni said, "Today when the economy is on a roll and consumers are spending freely, marketers are being forced to respond far more quickly and yet maintain a refreshingly different identity in the consumer's mind. Media itself is going through a metamorphosis. Interactivity, changes in form and format, the impending digitization and convergence are already proving to be a heady mix. Never before in the history of marketing has there been such a dire need to get both ATL and BTL on the same platform. With the help of a researcher, statistician and using TGI research, Allied Media has evolved an engagement planning model to conceive, plan and execute the ATL and BTL media planning and buying in a way which is; an evolution ahead."

The EPP model will address various stages in the communication process giving a dynamic market, a current and future roadmap for the brand, understanding the media networks of audiences. The release states that the engagement model helps in the search for communication platforms offering outputs on communication platforms. It uses a 6x1score matrix covering not just 3+ reach, but also connect score, buzz score, experiential score, and activation score and adjusted CPRP. Along with a 1x6 weight matrix this gives a ERP score relative to the key competition. Allied Media Integrated Communications Pvt. Ltd. is the media planning, evaluation and buying agency of Percept Holdings. It operates through a 23 city intranet network which helps the centralized planning and buying with the capability to 'execute and activate' at a localized level.

Starcom Worldwide and The Future Group have decided to end their relationship, where Starcom’s FutureWorks was handling the media duties of the retail giant. It is understood that following a few discussions, both companies decided to mutually part ways. In the meanwhile, the development has benefitted Allied Media.

Industry sources have informed that the Future Group’s media duties would be added to Allied Media’s kitty beginning April 2009. There was no pitch process involved in the development. Future Works would handle the business till March-end 2009.

It may be recalled that Starcom had won the Future Group business in January 2007. The agency had then set up Future Works to handle the business.

Future Group officials refused to comment on the development. The agency officials, too, were not available for comments.

Senior industry sources, however, informed that the development had been in the offing ever since Future Group’s Kishore Biyani agreed in principle with Percept Holdings to take a stake in Allied Media.

Published in exhange 4 media

Allied Media wins Rs 20-cr No Marks account
March 11, 2009
Max Digital Media Newswire

Wed, 11 Mar 2009 09:32:00

Allied Media has won the media duties of ‘No Marks’, an Ayurvedic skincare range of products from Ozone Ayurvedics.

Future Group officials refused to comment on the development. The agency officials, too, were not available for comments.

Shripad Kulkarni, COO, Allied Media, has confirmed that the account size is in the region of Rs 20 crore. OMS is the incumbent agency. The win was not preceded by any multi-agency pitch.

Commenting on the win, Shripad Kulkarni said, “No Marks is a challenging brand as it is poised to take on the leaders in the skincare segment. To achieve this, we will have to create a paradigm shift by conceptualising an innovative360-degree media solution. Our past experience, innovative media marketing proprietary tools and the support of the Percept Group’s inherent capabilities and strengths will enable us to provide a holistic media strategy for No Marks, which is effective and efficient.”

SC Sehgal, CMD, Ozone Group of Companies, said, “Ozone has been at the forefront of introducing pioneering products like ‘No Marks’ by introducing new and innovative products for various skin-related problems. Increasing competition, current market scenario and constant change in demand of consumers has instigated a change which is inevitable. This, indeed, is an inflexion point for the company and the brand, when we will revisit our marketing and media strategies, to reinforce our position of a ‘Skincare Specialist’.”

Neeta Aggarwal, COO, Ozone Ayurvedics, added, “Women are beginning to realise their inner confidence, which has started reflecting in their looks. This is the change that No Marks as a brand wishes to be a part of. As an agent of positive change, we wish to reach to a larger number of Indian women by giving them a reason to look and feel beautiful, that is, flawless skin.”

She mentioned that, “We believe in the capabilities of Allied Media’s 360 service to partner us in challenging the brand leaders. We will together aim to leverage the brand potential to gain maximum mileage”.

The No Marks skincare range includes creams, face pack, face wash, soaps, lotions, scrubs and lip balms.

Published in Medianewsline.com

Allied Media debuts in the ‘Top 5 Media Agency’ list
Dec 19, 2008
Max Digital Media Newswire

Fri, 19 Dec 2008 00:01:00

Allied Media, the media services outfit of the Percept Group, has debuted in the Top 5 of the Brand Equity Agency Reckoner - Media Agencies in its very first full year of operations.

Explaining his Agency’s remarkable performance Shripad Kulkarni, COO, Allied Media said, “360-degree is what the market craves for, and it’s in our genes. Clients have accepted our 360-degree proposition.”

Said Harindra Singh, Vice Chairman & Managing Director, Percept Limited, “This is a huge achievement for Allied Media which, in fewer than 12 months has showcased the potential of Percept’s 360-service capabilities in servicing its clients. Allied has made a dramatic entry into the Top 5 Media Agencies space.”

Kulkarni says the big success for Allied Media comes from training its people on the EPP (Engagement Planning Process). “We conceived the EPP model as there are many tools available in the marketplace. We synthesize these tools into a working process, and encourage planners to go into the fundamentals and approach both above-the-line and below-the-line at one go,” he says. In the last one year, Allied Media has invested over 1,000 man-hours in training its employees in the EPP and in handling 360-degree recommendations.

This is a change from the way traditional media has worked and Allied Media’s innovative media marketing tools backed by the Percept Group’s inherent capabilities and strengths have ensured its success.

Allied Media’s clients vouch for the agency’s well-rounded thinking and execution ability. According to Alok Bharadwaj, senior vice-president, Canon India, “The whole package Allied Media offers is an integrated media offering and not just as an agent to negotiate lower media rates. They deliver on the intended goals.”

Percept’s Media services offer turnkey solutions in conventional & traditional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital & interactive media, sports marketing, sponsorships & endorsements. They provide a unique media service delivery platform through its micro-marketing infrastructure with the support of IT based networks. This ensures reduced national and regional response time, apart from increased speed and efficiency for clients.

In Aug 2007, Allied Media launched the Engagement Planning Process (EPP) model, a one of its kind - systematic Process to arrive at a 3600 Media Solutions. This has been successfully implemented across its client base delivering stunning results for its clients.

Allied Media today, boasts of a long list of clientele that includes - DLF, Canon, Sahara, Samsung, Hero Honda, Indian Oil Corporation, Style Spa, Force Motors, TCL, Delhi Police, Nahar Group, Indo Nissan, E I Dupont Ltd, Sharp Business Systems, Toshiba, Electrolux, Essar Mobile, World Space, Bilt, Kohinoor, Zicom, DKT, Pidilite, Citizen, Panasonic Moneygram, NIIT, Force 1, Kingfisher Bohemia, and JVC.

Said Mr. Shripad Kulkarni, COO, Allied Media, “It has truly been an achievement to break into the big league in India in our very first full year of operations. We hope to improve on this ranking in the coming year and Kulkarni adds, “We are by far the fastest growing media agency in the country. We have clocked $100 million (Rs 450 crore) in the first full year of operations, and our target for the current year is $200 million (roughly Rs 900 crore). So far, we are on course.”

Percept’s Media Services has a strong network of 40 offices across India and has a team strength of 200.

Percept/H, Percept’s flagship advertising agency has also moved up one place from last year (2007) when it was ranked No. 15 to No. 14 in the 2008 Brand Equity Agency Reckoner - Advertising Agencies.

Published in Medianewsline.com

From Media To Large
Dec 15, 2008
15 Dec 2008, 1806 hrs IST,

Mudra Max (formerly Optimum Media Solutions or OMS) and Percept’s Allied Media are two media services agencies that have made dramatic entries into the Top 10 Media Agencies list this year. At No 6 this year, OMS has broken back into the Top 10 after a five-year long break. Plus, it’s the best ever show by the agency in the Reckoner — the previous best OMS managed was No 10 in 2003, for its buying strengths.

More surprising, however, is the rise of Allied Media, the media services outfit of the Percept group. Formed just 18 months back when Percept ended its partnership with media independent Carat, Allied Media has wrested the No 5 position in its maiden appearance in the Reckoner. “360-degree is what the market craves for, and it’s in our genes. Clients have accepted our 360-degree proposition,” says Shripad Kulkarni, COO, Allied Media, explaining his agency’s performance.

Formed six months ago, Mudra Max is the umbrella brand for Mudra’s various media companies. The agency’s president, Chandradeep Mitra, says that the rankings only confirm that the recent changes in the agency are working. Mitra isn’t just talking about the reorganisation strategy where the agency formed Radar (an agency to handle Reliance ADA Group’s media business) and Connext (another agency to manage non-Reliance businesses), with both agencies reporting to Max. “We focused on innovations, internal processes and systems. We have also invested significantly in technology and software skills,” says Mitra.

Apart from polishing existing skillsets, both agencies have also paid attention to skill upgrades. Kulkarni says the big success for Allied Media comes from training its people on the EPP (Engagement Planning Process). “We thought of the EPP as there are many tools available in the marketplace. We synthesise these tools into a working process, and encourage planners to go into the fundamentals and approach both above-the-line and below-the-line at one go,” he says. In the last one year, Allied Media claims to have invested over 1,000 manhours in training its employees in the EPP and in handling 360-degree recommendations. Max also claims to have institutionalised training. One of the initiatives undertaken by Max is to have Friday Interactive Gyaan Sessions (FIGS) where senior executives from varied backgrounds come and talk with the employees. The other positive factor has been that clients have stayed put. “In the last two years we have lost just two clients.

The overall quality of our client satisfaction has improved a lot,” insists Mitra. Clients nod in agreement. “Mudra Connext is proactive and willing to go the extra mile to add value to our business. Our long standing relationship is testimony to that,” says Vikram Anand, general manager, marketing, ICI India. Mudra Max has also hired people from outside the industry to bring in fresh perspectives. As Suku Murti, head media strategy & alliances, Reliance ADA Group points out: “The most important change that Mudra Max has made is in the mindset. Its media planning model is no longer a World War II FMCG model where you carpet bomb ads on television. They have also hired fresh minds that do not start thinking with a 30-seconder.”

Allied Media’s clients too vouch for the agency’s well-rounded thinking and execution ability. According to Alok Bharadwaj, senior vice-president, Canon India, “The whole package Allied Media offers is an integrated media offering and not just as an agent to negotiate lower media rates. They deliver on the intended goals.” Kulkarni adds, “We are by far the fastest growing media agency in the country. We have clocked $100 million (Rs 450 crore) in year one of operations alone, and our target for the current year is $200 million (roughly Rs 900 crore). So far, we are on course.”

Published in Economic Times

Allied Media appoints Preeti Mascarenhas as Chief Strategy Officer
Oct 22, 2008
Allied Media, the media planning, evaluating and buying arm of Percept Ltd, has brought on board Preeti Mascarenhas as Chief Strategy Officer. Mascarenhas moves from Mindshare India, where she was in the Strategy & Insights Division.

In an official communiqué, Shripad Kulkarni, COO, Allied Media, said, “Having achieved a milestone $100 million media billing in the first year of operations itself, we can proudly state that we are the fastest growing media company in India. We are targeting to be ranked amongst the Top 3 players in the next 15 months. As we gear up to achieve this ambitious growth plan, we need to strengthen and scale up our business. Preeti will bring in her expertise in strategic planning that will arm us for the challenges ahead. Preeti’s mandate will be to handle every aspect of the media business, including business development and strategy planning for clients, developing new media tools, media buying and planning.”

Commenting on her appointment, Mascarenhas said, “What fascinated me were Percept’s 360-degree capabilities. Just harnessing these into a suite of unique marcom services will give Allied Media a huge advantage in the media AOR space. I am looking forward to the exciting race to the Top 3 position.”

A Post Graduate in Mass Communication, Mascarenhas has been associated with companies like ORG MARG, AC Nielsen TAM Media Research and Carat Media Services. She has over 10 years’ experience and has worked on brands like Star Plus, Godrej, Philips and Ujala, among others. She has also presented and published various research papers, including one at the International ISBA conference in the UK as a research associate with Wellingkar Research Centre (Wellingkar Institute of Management).

Published in exhange 4 media

IBD India assigned creative mandate for Panasonic’s Viera and Lumix
September 11, 2008
IBD India, a Percept-Hakuhodo company, has recently won the creative duties for two Panasonic brands – Viera and Lumix. The media duties for these two brands would be handled by Percept’s in-house media agency Allied Media Network. IBD India is a total communication solutions agency specialising in advertising, films, identity management and interactive media.

Panasonic is planning an aggressive marketing push in India for its Viera range, which comprises LCD and plasma televisions, and Lumix, which comprises digital cameras.

Commenting on the account win, Rahul Gupta, Managing Director, IBD India, said, “It is a wonderful opportunity to work with a global giant like Panasonic. Even more thrilling is the fact that India will be the regional hub for developing strategy on both brands. We demonstrated a deep understanding of the Panasonic brand and worked out a strategy based on fresh consumer insights. Our work on the brand will move beyond advertising into innovative brand-building activities.”

“The high visibility campaign for Viera and Lumix will be launched in the coming festive season. The campaign will use print, television and outdoor media as well as a host of below-the-line activities. The TVC will break in next 10 days’ time,” Gupta informed.

He further said, “In the new campaign, we will focus on the unique feature of faster moving images and more clarity of Viera TVs. For Lumix digital cameras, we will highlight their unique inbuilt wide angle lens, which allows one to capture more.”

Published in exhange 4 media

Pragya TV assigns media duties to Allied Media
May 28, 2008
Pragya TV, the television venture of Pragya Vision Pvt Ltd, has awarded its media duties to Allied Media, the media arm of Percept Group. The channel went on air in November 2007. The size of the account is pegged at Rs 10 crore. Senior sources close to the development have confirmed the news.

The channel follows the philosophy of ‘Live Life Positive’, which is reflected in all its programme content.

Allied Media will be relaunching Pragya TV with a fresh outlook, besides handling the creative strategy and media buying for the channel.

Published in exhange 4 media

Electrolux appoints Percept’s Allied Media as media planning partner
April 09, 2008
Percept’s Allied Media has been appointed as media planning and execution partner for Electrolux. Eric Braganza, COO, Electrolux, said, “It is very important for a company to choose the perfect and effective agency for getting effective results out if it. We welcome the Allied team on board as our new partner in making our brand healthier and working towards our unique brand strategies.”

Madhav Nene, General Manager-Marketing, Electrolux, remarked, “I am quite impressed by their Engagement Planning Process. We truly believe that they would surely contribute in helping us achieve the predefined brand and marketing objectives. Allied Media has accepted the challenges and given their best to fulfil the media requirements of the brands. Brand Electrolux plans to invest around Rs 25 crore in FY09.”

Elated with win, Shripad Kulkarni, COO, Allied Media, said, “Electrolux is a very prestigious win for us, and it is a great way to start the new financial year. This win is due to our pioneering Engagement Planning Process, which is about True 360-degree planning, our main differentiator.”

Published in exhange 4 media

JVC assigns creative duties to PerceptH, Allied Media to handle media duties; account size Rs 20 cr
February 29, 2008
Pallavi Goorha

PerceptH Delhi has bagged the creative duties of electronic goods manufacturer Victor Company of Japan Ltd (JVC). Media duties have been assigned to Allied Media. The account size has been pegged upwards of Rs 20 crore. The company would be launching its TVs, camcorders and audio systems in India in the second week of March. JVC had tied up with Fedders Lloyd Corporation Ltd (FLCL) in December 2007 to bring its top-of-the-line consumer electronic products to the Indian market.

Sanjeev Wadhwa, Vice-President, Sales and Marketing, FLCL, said, “We had a multi-agency pitch one and a half months back for which we had two rounds – strategic and creative. We awarded the business to PerceptH as the kind of scope they had given for the 360-degree campaign was amazing. They have a good idea about the Indian market and a full understanding of all the 360-degree mediums, including digital.”

Confirming the development, Amitava Mitra, Senior VP, PerceptH, said, “They appointed us based on the strategic presentation that we had made that looked at the market in a holistic manner. We gave solutions for each of the categories to create a greater impact. Our understanding of consumers in all the three categories was quite insightful and we provided a 360-degree solution.”

Mitra further said, “The 360-degree campaign is breaking in the second week of March. The print ads have already been sent out to monthly general magazines, lifestyle and airlines magazines.”

The core target audience of FLCL and JVC encompasses 70 per cent of India’s population, who are below the age of 35. The two companies will jointly invest $30 million to create a space for JVC’s products in the highly competitive Indian consumer electronics market. During the fiscal period 2008 to 2010, JVC plans to expand its sales in India by more than $200 million.

Published in exhange 4 media

Percept’s Allied Media in strategic media pact with Mercantile Advertising
December 21, 2007
Percept’s media planning and buying arm, Allied Media, has entered into a strategic alliance with Mercantile Advertising. As per the alliance, Allied Media would be handling media planning and buying for all the clients of Mercantile Advertising, which amount to a whopping Rs 100 crore.

Some of Mercantile Advertising’s clients include Commonwealth Games Delhi 2010, Kotak Mutual Fund, Indian Oil Corporation, GAIL, Indraprastha Gas Ltd, ICICI Lombard, LIC Mutual Fund, and KVIC, among others.

Speaking on the development, Shripad Kulkarni, COO, Allied Media Integrated Communications Pvt. Ltd, said, “We have high regards for independent agencies and treat them as clients. With four independent competing agencies in our group itself, we have worked out a unique model of working with agencies.”

Rasesh Shah, Director, Brand Planning, Mercantile Advertising, said, “With the new generation of entrepreneurs at the helm, Mercantile has been successful in bagging a flurry of accounts in the last six months. We have been entrusted with the creative duties of clients such as IndianOil (Corporate - Delhi), KVIC and the very prestigious Commonwealth Games Delhi 2010 to name a few.”

“With a young and enthusiastic team, we are also aggressively pitching for clients in categories that range from hair care, aviation to sport. Our endeavour is to provide a complete range of services to our clients. This alliance with Allied Media is the first step in this direction,” Shah added.

Published in exhange 4 media

Percept’s Allied Media bags Su-kam’s media duties worth Rs 20 crore
December 14, 2007
Allied Media, the media division of Percept Group, has bagged the media duties for Su-kam, one of the major players in the power back-up industry in India. Agency officials inform that the account size is worth around Rs 20 crore. It is understood that Allied Media will handle all strategic planning, media buying and implementation for Su-kam.

Speaking on the win, Shripad Kulkarni, COO, Allied Media Integrated Communications, said, “Our 360-degree marcom solutions pedigree is a huge advantage. Building on this, at Allied Media we have developed an expertise in handling the entire spectrum of marcom – conventional media, unconventional media and new media. We will work closely with the Su-Kam marketing team to make their ambitious growth plans a reality.”

Confirming the development, C. M. Singh, Sales & Marketing Director, Su-Kam, commented, “We plan to go aggressive in the market and also in our communication strategy. In Allied Media we have the right partner.”

“In an era of growing energy needs and rising concerns about the environment, the focus of the entire world is on renewable energy. Su-Kam, the leader in power back-up systems and solutions, will develop world class, state of the art electronics to support this endeavour,” he explained further.

Su-kam is reported to be the only power back-up company whose R&D is recognised by the Government of India. Recently, Allied Media had also won the Cannon account.

Published in exhange 4 media

Franchise India Holdings Ltd appoints Allied Media for its media duties
November 27, 2007
Franchise India Holdings Ltd (FIHL), an integrated franchise solutions company, has appointed Allied Media, the media arm of the Percept Group, as its media agency. It has been learnt that there was no formal pitch, and the client had approached the agency before handing the duties to it. An official communiqué stated the account size to be in the region of Rs 20 crore. Allied Media will offer FIHL a 360-degree media service, which would encompass strategic planning, media buying and implementation.

Sachin Marya, CEO, FIHL, said, “The franchising market is growing at 30-35 per cent now. Estimated at Rs 10,000 crore, the franchise industry has about 1,500 home grown franchisers. Companies prefer franchising as it spreads business and risks while giving high-value income. Moreover, freedom from staffing and operational involvement gives them more chance to invest in research and development.”

“According to FIHL, India ranks first, ahead of Russia, in terms of emerging market potential in retail, and is deemed as a ‘priority-one’ market for international retail. In India, franchising has great potential as franchisers have minimum risks. It would grow at 40 per cent in next few years. Half of the retail boom would be through franchising. It would open up new opportunities for the ‘kirana’ shops. They have the localities and the client base. All that is needed is an upgradation,” Marya added.

Commenting on the win, Shripad Kulkarni, COO, Allied Media Integrated Communications Pvt. Ltd, said, “We are delighted with this prestigious win. We will leverage our Group’s expertise in delivering 360-degree solutions and ensure that Franchise India will reach out to all their target audiences through very innovative media vehicles and strategies. More prominence will be given to TV and print initiatives, with a fair amount of online activities as well.”

FIHL has helped hundreds of investors in selecting the right franchise and, in turn, assisted numerous organisations in international and domestic franchise expansion.

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Canon India appoints Allied Media as media agency; to share duties with Dentsu
August 17, 2007
Canon India has appointed Allied Media to share the media duties with Dentsu. Allied Media Integrated Communications is the media arm of the Percept Group, and had executed the recent ‘Aamchi Mumbai’ campaign for Canon. The consolidated account size is Rs 40 crore.

Alok Bharadwaj, VP, Canon India, said, “Apart from other enablers, brand building is a big focus area. The focus is on more localisation both in message as well as media innovations. Our constant challenge is media buys and choosing vehicles in making spends effective.”

Canon has embarked upon a massive scaling up on growth to double our revenues to Rs 800 crore by 2008 from a level of Rs 400 crore in 2006.

“As part of the strategy, Canon India initially targetted the Mumbai market aggressively with the ‘Aamchi Mumbai’ campaign. The assignment was given to Percept/H, and Allied Media had undertaken the media duties for the same. We are very pleased with their performance and consequently have appointed them as the media agency nationally, apart from Dentsu. ”

Speaking about the win, Shripad Kulkarni, COO, Allied Media Integrated Communications, observed, “We are delighted with this prestigious win. We will leverage our Group’s expertise in delivering 360-degree solutions and partner Canon India in executing their aggressive marketing plans.”

Canon India invested around Rs 10 crore for the ‘Aamchi Mumbai’ campaign through advertising, promotions and BTL activities.

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Allied Media Integrated unveils 360-degree media solutions model Engagement Planning Process
August 07, 2007
Allied Media Integrated, the media arm from Percept Holdings, has announced the launch of Engagement Planning Process (EPP), a 360-degree media solutions company that aims to be a systematic process oriented model panning across the classical ATL and BTL media.

According to an official communiqué, a typical engagement platforms plan would include print, TV, cinema, radio, online, mobile, captive OOH, PR, events, alliances, exhibitions, seminars, ground promotions, tele-marketing, direct mail, and would cut across criteria like brand connect, buzz, brand experience and consumer activation.

“Media itself is going through a metamorphosis. Interactivity, changes in form and format, the impending digitisation and convergence are already proving to be a heady mix. Never before in the history of marketing has there been such a dire need to get both ATL and BTL on the same platform. With the help of a researcher and statistician, and using TGI research, Allied Media has evolved an Engagement Planning Model to conceive, plan and execute the ATL and BTL media planning and buying in a way which is an evolution ahead,” Kulkarni explained.

The communiqué explains that the EPP model will address various stages in the communication process like market place, a current and future roadmap for the brand, and a media map. Elaborating on the differentiators for the model, the note added that the model is three-dimensional that helps in the search for communication platforms, thus revisiting the communication task, and delves into the product and media aperture to create an output.

The three types of platforms that have been probed for are a Unique Communication Platform – to amplify the key brand proposition; Experiential Platform – to deliver product experience; and, Activation Platform – to bring consumers closer to sale.

The communiqué also mentioned about the Evaluation Matrix, which is a comprehensive evaluation rating of communication platforms. It uses a 6x1 Score Matrix covering not just 3+ reach, but also Connect Score, Buzz Score, Experiential Score, Activation Score and adjusted CPRP.

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Percept acquires Allied Media; launches full service media offering ‘Percept Media’
December 15, 2006
More repercussions of the Percept-Carat break-up are surfacing. With Carat’s media expertise no longer available, Percept has launched its own media division – ‘Percept Media’. Percept Holdings has announced the acquisition of ex-Carat COO Shripad Kulkarni’s Allied Media and launch of Percept Media, a full service 360-degree media offering. It has also announced restructuring of its media businesses to strengthen the new ‘true 360-degree media offering’.

Percept will also bring all existing media services – viz. Posterscope, PDM, Web Percept, P9 Integrated, Tiger Sports and Percept Activa – under the newly structured Percept Media to complete and create India’s only true 360-degree media offering.

Kulkarni will continue to lead Allied Media as a key stakeholder. Ajay Upadhyay, President (Corporate Affairs), Percept Holdings, is leading the restructuring and resourcing process for Percept Media.

Percept Media is set to cross capitalised billings of $150 million in the first year (2007) itself, aiming for a top five industry slot. The integrated true 360-degree offering will initially be offered through Percept Media’s infrastructure in Mumbai and Delhi and subsequently extended to over 23 locations across India.

Percept Media currently has a team strength of 300, which is slated to further increase to about 350 by mid-2007. Shailendra Singh, Joint Managing Director, Percept Holdings said, “In just the first year of operations of Percept Media, it will rank amongst the top five media service businesses in India. Percept Media is also India’s first true 360-degree media service.”

Geared to meet the current and emerging market needs, Percept Media will offer turnkey solutions in conventional and traditional media, out-of-home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital and interactive media, sports marketing, sponsorships and endorsements.

The media buying and execution benchmarks / metrics will be mutually agreed between Percept Media and its clients. The post campaign audits will be tracked by one of the big four audit firms to confirm adherence to the agreed benchmarks and metrics ensuring true transparency in the media buying and delivery process.

Kulkarni, CEO of Allied Media, said, “I am happy that Percept chose us to partner in their new media initiative as our vision and views on ‘media ethics’ match. We will set a norm in the media business, by ushering in an era of ethical media buying and transparency.”

He further said, “Percept Media will have a dedicated 23-city intranet network in place soon, which will facilitate the centralised planning and buying with the capability to ‘execute and activate’ at a localised level. The strong IT network will enable a bottom up planning approach instead of the traditional top down models.”

Percept Media will provide a unique media service delivery platform through its micro-marketing infrastructure with the support of IT-based networks. This will ensure reduced national and regional response time apart from increased speed and efficiency for clients.

This announcement comes on the back of an ‘all cash’ deal to buy back all of Aegis Group Plc’s shareholdings in PDM India and Posterscope India. Percept has now formally exited its relationship with Aegis. Percept has bought back all of its media business, which was earlier committed to Carat India, under the joint venture agreement with Aegis and will now handle it in-house.

All independent companies and divisions under Percept Media will work together as Percept Media and also independently in their respective business domains.

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