MAM
BMW ups in-programme placement on TV
MUMBAI: BMW Group has accelerated its entertainment presence through product placement on American television.
The all-new BMW 3 Series recently appeared on ABC’s action packed show Alias season premiere with Jennifer Garner and Michael Vartan; UPN’s All of Us highlights the 6 Series Convertible with Duane Martin behind the wheel. NBC’s presidential drama The West Wing includes BMW motorcycles in the presidential motorcade. Upcoming episodes of CBS’ Ghost Whisperer feature a MINI Cooper driven by Aisha
Tyler.
BMW states that these integrations result from its partnership with Rogers & Cowan, the company’s entertainment marketing agency of record for the BMW, Mini and Rolls-Royce brands in the United States. The partnership includes an aggressive and strategic entertainment marketing programme to secure on-camera exposures for vehicles and motorcycles.
BMW Group’s entertainment activities in Hollywood have been spearheaded from its Los Angeles office since 2003 and focus on placement opportunities that fit each brand’s specific profile and positioning. BMW states that Rogers & Cowan has the necessary understanding for premium brands and the know-how for an individualised approach. Although Hollywood remains the engine of global entertainment, in an increasingly worldwide entertainment industry, Rogers & Cowan’s international capabilities are an additional asset.
Rogers & Cowan CEO Tom Tardio says, “BMW Group continues to find great ways to reach their target audience and illustrate their brands’ lifestyles. We are thrilled to be part of the BMW Group team offering our integrated marketing approach and valuable relationships with the Hollywood community.”
The partnership between the BMW Group and Rogers & Cowan positions each brand’s vehicles into appropriate Hollywood films and television. In addition, Rogers & Cowan will create promotional marketing programmes to extend placements and coordinate BMW Group’s relationship building initiatives within the entertainment industry.
Brands
Samsung India elevates Aditya Babbar to lead mobile business
Exec takes charge of MX sales and marketing after Raju Pullan’s exit
NEW DELHI: Samsung India has elevated Aditya Babbar to lead its mobile phone business, following the exit of Raju Antony Pullan.
Babbar, who previously served as vice president within the mobile division, has been appointed head of sales and marketing for the MX (mobile experience) business, effective May 1. In his new role, he will oversee the company’s sales and marketing operations for smartphones and related categories in India, reporting to the executive vice president of the MX business.
A long-time Samsung executive, Babbar brings over a decade of experience within the organisation, having held multiple leadership roles across product, marketing and category management. Most recently, he led product marketing and e-commerce for the mobile division, following earlier stints as head of product and marketing and senior director roles.
His career within Samsung Electronics and its India operations has also included responsibilities for flagship devices, tablets and wearables, giving him a broad view of the company’s premium and mass-market portfolio.
Babbar succeeds Pullan, who stepped down from the role, marking a leadership transition at a time when India remains a key battleground for global smartphone makers.
The appointment signals continuity within Samsung’s leadership bench, with an internal candidate stepping up to steer one of its most critical business units in a highly competitive market.
