MAM
ABC to rake in the moolah during Oscar telecast
MUMBAI: On Hollywood‘s biggest night, the Oscar Awards ABC will rake it big. The broadcaster says that it has sold out spots. J C Penney, Coca-Cola, American Express, Grey Poupon, Neutrogena and Coldwell Banker Real Estate are among the advertisers.
The average cost this year is said to be around $1.7 million per 30-second spot. Media reports indicate that the spots were sold before Christmas.
Hyundai takes center stage on ABC for the fifth consecutive year as the exclusive automotive sponsor of the Oscars. It will air the most amount of spots. Nine ads will air: seven 30-second spots during the ceremony and two 30-second ads during pre-show coverage. The commercials highlight seven different Hyundai models and focus on Hyundai‘s growing premium line up. Three new spots, “Equus the Trailer”, “Paparazzi” and “Elevator Pitch”, feature Equus, Genesis and Elantra, respectively, and speak to passionate Hollywood fans with a soundtrack voiced by Oscar-winning Jeff Bridges that gives a nod to the film industry and film culture.
‘Equus the Trailer‘ highlights Equus‘ premium luxury features and outstanding performance and refinement. The spot mimics an action movie trailer, featuring Equus as the main character and the film‘s hero. The familiar deep baritone of the voice-over actor takes the audience through the 30-second trailer, citing “critics” calling the Equus “Colossal,” “Epic” and “Astoundingly Powerful.”
‘Paparazzi‘ plays on another movie-star theme as paparazzi cameras frantically try to capture one of Hyundai‘s big stars, the Genesis, as it races down the road.
‘Elevator Pitch‘ meanwhile uses the concept of pitching a big idea to a movie producer — with the big idea being the award-winning Elantra. The spot highlights Elantra‘s heated front and rear seats, Bluetooth enabled features and exceptional horsepower numbers.
Hyundai Motor America VP marketing Steve Shannon said, “The Oscars are about style and sophistication — a true premium experience. The event provides the perfect platform to showcase our growing premium lineup. From insider lingo to the glamour of the film industry, you‘ll see that our ads pay respect to Hollywood‘s biggest night. We started on this creative strategy and approach with our Azera commercials in last year‘s Oscars. We are building on that concept and are now excited to carry it across other vehicle lines.”
The remaining 30-second spots highlight four other high-demand Hyundai models: Sonata Hybrid, Sonata Turbo, Santa Fe and Azera. In-show spots include “Epic Playdate” featuring Santa Fe; “Stuck” featuring Sonata Turbo; “One Less Battery” featuring Sonata Hybrid and its lifetime hybrid battery warranty; and “Thanks” featuring Azera. The two Oscar Red Carpet Live ads include “Showroom” featuring all three flavors of the Elantra, sedan, GT and coupe, and the highly acclaimed Super Bowl spot “Team” featuring Hyundai‘s all-new Santa Fe.
Hyundai is taking the big awards night experience beyond the television screen by offering viewers real-time interactions through engaging mobile content, award winning soundtracks and connected television. In addition, the Oscars sponsorship is elevated through extensions across cable networks such as AMC, FX and Sundance Channel as well as sponsorship of ABC‘s Oscars website.
Hyundai‘s automotive sponsorship of the Oscars extends its ‘Big Voices in Big Places‘ philosophy which positions the Hyundai brand in the highest-profile advertising venues, including sporting events and entertainment awards shows. INNOCEAN USA, Hyundai‘s agency of record, is responsible for all creative.
As far as other advertisers are concerned, a Neutrogena spot will be the first time that the company is showcasing its broad product portfolio in one commercial. Samsung is integrating its Galaxy-branded mobile products throughout the ceremony. It has a push across social-media channels, which will offer content from the red carpet and backstage.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
