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TV ad makes the big leap into space
The first ever TV commercial to be filmed entirely in space will be aired in Japan from 1 January 2002.
The ad has been created by Dentsu Inc for Otsuka Pharmaceuticals’ Pocari Sweat Drink and reportedly cost 100 million yen ($ 786,000) to make. The ad features two Russian astronauts drinking the beverage at the International Space Station. The astronauts left for the station in October this year on board the Soyuz TM 33 from the Baikonur launch facility in Kazakhstan.
Dentsu Inc officials have described the project as “the first effort by Japan to shoot a TV commercial in space,” along with “the world’s first attempt to support a full-fledged commercial with high-vision shooting combined with real-time remote direction.” A US firm has already produced a TV commercial featuring simple images filmed at a space station.
A camera that shot footage appropriate for high-definition television sets was installed by the National Space Development Agency in the Russian service module of the ISS, the officials said. During the 50-minute filming period, Dentsu instructed the astronauts by linking up with the ISS via a telecommunications channel, they said.
The ISS is a venture sponsored by 16 countries, including Japan, Russia and the U.S. It is scheduled to be completed in 2006.
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Havas Media Network India bags integrated media mandate for Aakash Educational Services Limited
PivotRoots and Arena Media to drive 360° strategy for student outreach
NEW DELHI: Havas Media Network India has secured the integrated media mandate for Aakash Educational Services Limited, following a competitive multi-agency pitch, signalling a fresh push by the education major to sharpen its reach among students nationwide.
The mandate will be jointly handled by PivotRoots and Arena Media, both part of the Havas network. Together, they will roll out a full-spectrum media strategy designed to boost AESL’s visibility across digital and traditional platforms.
At the heart of the partnership lies a simple idea: making the brand not just seen, but sought after. The agencies will blend data, technology and creative storytelling to craft campaigns that resonate with students and parents navigating an increasingly digital-first education landscape.
Aakash Educational Services Limited SVP marketing Kanika Kumar Nijhawan said, “At Aakash, we believe success is built through a structured, long-term and data-driven approach. As we expand across the country, adopting a more integrated approach to media is essential. This partnership marks a significant step towards building stronger connections with our audiences.”
Under the arrangement, PivotRoots will spearhead digital and performance marketing, covering social media, influencer collaborations and data-led optimisation. Meanwhile, Arena Media will focus on traditional channels including print, television, radio, cinema and outdoor advertising, ensuring consistent messaging across touchpoints.
Havas Media Network India chief executive officer Mohit Joshi said, “Delivering for a powerhouse like AESL requires both scale and precision. By combining Arena Media and PivotRoots, we are deploying our Converged.AI platform to create a 360-degree strategy that drives engagement, conversions and long-term growth.”
Echoing the sentiment, PivotRoots founder and chief executive officer Shibu Shivanandan added that the collaboration would focus on building “impactful, full-funnel experiences” powered by deep analytics and performance-led marketing.
With a strong legacy in coaching for medical and engineering entrance exams, AESL is now doubling down on integrated media to stay ahead in a crowded, fast-evolving education market. The partnership with Havas signals a clear intent: to turn visibility into meaningful engagement and, ultimately, student success.
