MAM
TNS launches fundraising initiative for Unicef
MUMBAI: TNS has announced its commitment to raise $387,000 by the end of 2007 to fund a pre-school educational project in Cambodia, supported by Unicef, the United Nation’s Children’s Fund.
The TNS fundraising initiative, entitled ‘Imagine…’ has seen TNS pledge $50,000 to date, with a further $80,000 promised by the end of 2005, $132,000 in 2006 and $125,000 in 2007, to be raised globally with the support of TNS employees.
The fundraising initiatives will kick off with ‘Walk to Work’ day on 9 September, where 15 TNS offices around the world, including London, San Francisco, Barcelona and Kuala Lumpur, will be raising money by walking into work, in recognition of the hardships that many Cambodian school children face in travelling to school.
TNS began it’s support for Unicef when they made an initial donation of $250,000 to Unicef at the beginning of 2005, $200,000 of which was sent immediately and has been used for education and child protection projects in the tsunami-affected regions of Sri Lanka and Indonesia. At the time, the group also indicated its interest in supporting a longer-term development project with Unicef and $50,000 was set aside to start this up.
The Preschool Education Project in Cambodia aims to expand access to pre-schools for 14,500 children aged 3-5 years and reduce dropout and repetition rates. According to recent research, 14 per cent of children in Cambodia drop out of school in their first year and only 50 per cent complete their primary school education. Studies have proved that by introducing children to education through preschools they are prepared for the challenges that full time education brings. TNS will support Unicef’s work in six provinces to build 120 new community preschool shelters and train approximately 950 community preschool teachers on child development and child centred teaching.
TNS chief executive officer Mike Kirkham said, “We operate in 70 countries and were keen to partner with a global charitable organisation, so that our employees around the world could identify with the project and raise funds to support it. We believe that these preschools will make a real difference to the lives of those children who attend them.”
“Our partnership with Unicef will also make a real difference to TNS by giving our employees the opportunity to be involved in such a worthwhile international fundraising initiative. The widespread positive response to the announcement of our relationship with Unicef indicates how proud our staff feel about TNS’ participation in this fundraising work,” he added.
MAM
BKT Tyres launches ‘Elevate Your Drive’ campaign with Ranveer Singh
TV led multimedia campaign marks BKT’s entry into India’s on highway tyre market.
MUMBAI: When ambition meets asphalt, the road suddenly looks a lot wider. BKT Tyres has rolled out a new brand campaign titled ‘Elevate Your Drive’, fronted by actor Ranveer Singh, as the company formally enters India’s on highway tyre market. The television led multimedia campaign introduces the brand’s core consumer proposition built around confidence, progress and performance on the road.
At the heart of the campaign lies a simple human insight: while most people aspire to move ahead in life, uncertainty and self doubt often slow their journey. Replace doubt with confidence, the brand argues, and every drive becomes a step towards something bigger.
The campaign film features Ranveer Singh appearing as himself, reflecting the spirit of ambition and forward momentum. Through a voiceover, he threads together stories of individuals from different walks of life, capturing their journeys from good to great and from ordinary to extraordinary.
Alongside the visual storytelling, the campaign also introduces a new sonic identity for the brand, designed to help BKT build recall across platforms through a distinctive audio signature that echoes the idea of elevation.
BKT, chief marketing officer India Mahesh Koppad said the campaign aims to position the brand with a clear purpose as it expands its presence in the Indian consumer segment.
“With ‘Elevate Your Drive’, we are positioning BKT Tyres for Indian consumers and our channel partners with a meaningful purpose. Mobility is about empowering progress in a market where consumers seek reliability, performance and meaning from the brands they choose. Our ambition is to enable every Indian vehicle owner to move forward with confidence,” he said.
Expereal co founder Avik Chattopadhyay who worked on the brand strategy for India, noted that entering the consumer tyre segment requires a strong focus on purpose and positioning.
“The best way for an off highway specialist brand to enter the consumer segment is to adopt a deeply customer centric approach to purpose, promise and positioning. BKT Tyres aims to enhance every vehicle owner’s progress and driving delight by creating an ecosystem that empowers individuals to move ahead with confidence,” he said.
The creative campaign was conceptualised and executed by Infectious Advertising. The film was produced in collaboration with Mangata Films and Prachar Communications.
Infectious, creative chairman and managing partner Ramanuj Shastry said the idea behind the campaign was to capture the relentless human pursuit of improvement.
“The journey from good to better never really ends. For some, victory is the destination, but for the truly great it is only a pitstop. BKT Tyres ensures that when the human spirit wants to go further, the road does not hold it back,” he said.
With the ‘Elevate Your Drive’ campaign rolling out across a high reach media mix, BKT Tyres is looking to build early visibility and connect with Indian consumers as it accelerates into the on highway market.
