MAM
Discovery ropes in HP as presenting partner for Mythbusters
MUMBAI: Discovery Channel, the flagship network in Discovery Networks Asia-Pacific‘s (DNAP) portfolio, has roped in leading information technology service provider Hewlett Packard as a presenting partner for its popular series Mythbusters.
The partnership, which includes on-air, on-ground and online elements, presents the new episodes of Mythbusters to viewers in Southeast Asia from 23 March to 28 April.
In addition to presenting brand new episodes, the on-air component includes a spot campaign for the HP Folio13 that will air on Discovery Channel, TLC and Animal Planet for the duration of the partnership.
Discovery Channel and HP will be running an online contest that will provide one lucky winner with a truly unique Discovery Channel experience – a trip for two to visit the Mythbusters lab in San Francisco.
As part of the on-ground activation there will be roadshows in four cities in Southeast Asia, kicking off 22-25 March at Gandaria City in Jakarta, Indonesia, and from 24-25 March at Central World in Bangkok, Thailand. Other locations are Marina Square in Singapore on April 14-15, and Mid Valley Mall in Kuala Lumpur, Malaysia on April 25-29.
At the roadshows, visitors will get the chance to test some “myths” associated with laptops, discover the unique features of the HP Folio13, and win prizes including exclusive Mythbusters merchandise at the various interactive booths. At the end of each roadshow, there will also be a HP Folio13 notebook to be won.
Talking about the partnership, DNAP vice president-advertising sales Jacqueline Tok said, “Leveraging on our synergies as market leaders, Discovery Channel and HP are working together for the first time to bring viewers new episodes of our hugely popular series Mythbusters. Our integrated campaign extends the viewing experience beyond television and provides our valued partner HP with customised solutions to further reach their target audience and launch their latest business UltrabookTM, the HP Folio13.”
The show will see special-effects experts Adam Savage and Jamie Hyneman take on age-old myths and urban legends to show viewers what‘s real – and what‘s reel. The show will be aired on Discovery Channel every Friday at 9 pm (SIN/HK) across Southeast Asia.
HP South Asia and Taiwan (SEAT) vice president & general manager – Personal Systems Group Dennis Mark said, “We are excited to partner with Discovery Channel for a series of exciting roadshows that bring the HP Folio13 experience closer to SEAT markets.”
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.
