MAM
Hot Star takes to cinema advertising to reach younger TG : Feb ’15 CAM report
MUMBAI: Being the newest entrant on the bloc, Star India’s digital baby Hot Star has managed to create the necessary buzz around it. The digital app, in a bid to reach a wider segment of young audiences, has chosen cinema advertising as part of its mega marketing campaign.
Using the movie Roy as a case study, the CAM report for the month of February 2015 found that out of the 200 screens, they were present in 32 per cent of the screens, which is close to 65 screens. “This number is more than the category that four wheeler and mobile phones undertake for their campaigns,” said Interactive Television CEO Ajay Mehta.
According to industry experts and estimates, Hot Star undertook cinema advertising because of the demographics to reach out effectively to their TG i.e young audiences. The campaign for cinema advertising undertaken across the eight metros could have cost Star India close to Rs 50 – 70 lakhs. Such campaigns are usually undertaken for a period of four weeks. In the past, apps such as Free Charge, Viber and Hike have used cinema advertising extensively in similar patterns.
The report also found that during the same period, a total of 297 brands were active. Banking and Finance have emerged as the top category spending with State Bank of India topping the list. F&B followed with beauty and Personal care coming third in the hierarchy.
“There has been a three per cent increase in the number of brands active on cinema with the movie Roy in February 2015 round as compared to the earlier round,” adds Mehta.
There has also been a major increase in spending of clothing/apparels category from 45 per cent in January 2015 to 79 per cent in February 2015. The automobile category has increased from 34 per cent to 57 per cent during the same period. Online portals too increased their spending from 21 per cent to 48 per cent for the same period. Choc On has the highest recall with 24 per cent present in 152 screens followed by Syska LED with 20 per cent present in 136 screens.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
