MAM
Gizmondo, MTV Europe launch sponsorship alliance
MUMBAI: Gizmondo Europe, which is a subsidiary of the Florida-based Tiger Telematics, will sponsor MTV Europe’s pan-European movie initiative MTV at the Movies. It will also sponsor the MTV Europe Music Awards 2005.
Tiger Telematics designs, develops and marketes mobile telematics systems and services that combine global GPS functions and voice recognition technology to locate and track vehicles and people down to street level in countries throughout the world.
The alliance with MTV is part of the company’s strategy to build its brand identity with young people across Europe. The multi-million dollar one-year partnership will launch on 1 May 2005. MTV Making the Movie is a guide for movie buffs showcasing an eclectic mix of movie reviews, interview exclusives and behind-the-scenes coverage of the hottest film releases in Europe.
The one-year deal includes on-air sponsorship branding comprising billboards attached to all MTV at the Movies programming and, promos and dedicated Gizmondo ad spots running across MTV Europe’s 124 million households.
In addition, Gizmondo will be sponsors of the MTV at the Movies website which is available via MTV’s 11 European websites. The online campaign will include brand integration across all 11 sites, which will contain complementary content to MTV Making the Movies and the MTV Movie Awards on-air programming.
The MTV Europe Music Awards 2005 takes place at the Atlantic Pavilion in Lisbon, Portugal on 3 November 2005 and will have a potential worldwide audience of more than one billion people, Gizmondo will take advantage of a host of fully integrated pan-European marketing opportunities. Key elements include on-air
billboards throughout the show, pan-European on-air competition and promotional spots.
The online opportunities will include logo and banner presence across MTV’s network of 11 localised MTV Europe Music Awards microsites, inclusion on all MTV Europe Music Awards pan-European marketing and PR campaigns, and full integration across all MTV Europe Music Awards surround events in the lead up to the show.
MTV Europe SVP and GM international marketing partnerships Dave Sibley said, “This multi-level partnership offers the perfect synergy between MTV Europe and Gizmondo. MTV Europe is renowned for its credible music and youth programming whilst Gizmondo undoubtedly takes mobile entertainment to a new level. Gizmondo’s leadership as a
multi-entertainment device, and particularly as a movie player, lends itself well to the MTV At The Movies proposition and this, combined with sponsorship of the glittering MTV Europe Music Awards, will offer Gizmondo multiple
opportunities to benefit from MTV’s unique audience connection, content and multi-platform marketing expertise.”
The Gizmondo product is powered by Microsoft Windows CE advanced real-time operating system, boasting a 2.8-inch TFT colour screen with a Samsung ARM9 400Mhz processor and incorporates the GoForce 3D 4500 NVIDIA graphics accelerator.
It provides cutting-edge gaming, multimedia messaging, an MP3 music player, Mpeg4 movie playing capability, a digital camera and a GPRS network link to allow wide-area network gaming. Additionally, it contains a GPS chip for location-based services, is equipped with Bluetooth for use in multi-player gaming and accepts SD and MMC card accessories. Furthermore Gizmondo users can opt in to a new ‘added value’ system called Smart Adds, which will feature offers not available to the wider public. In the coming months, Gizmondo plans to tap into MTV Europe’s media expertise
to help develop the Smart Adds proposition for the business audience.
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.
