media as a brand
typically media is used to create brands.. straight from the 80's when Television was still pretty nascent... we had a lalitaji.. talking about surf.. a simple ad... but probably most people of the Gen V? or is it Gen U? would remember..
ofcourse then there is Pepsi.. Raymonds.... Colgate... very strong brands.. through various media.... newspaper ads..... radio.. and now SMS ( the India Shining campaign apparently spent crores.. does anyone remember.. yes the campaign by the govt. led by PM Vajpayee)
but today I came across media as a brand itself... an interesting meeting with representatives of Bennett & Coleman grp... (market leaders in various media segments.... print (Times of India..)... radio i.e. Radio Mirchi.. have two TV channels (one is Zoom TV..) as well and a very popular web portal (www.indiatimes.com)! )
They are now directly selling their brand for tie-ups and partnerships to primarily the SME segment. Organisations which could benefit from leveraging B&C's brand by advertising in the media they control, and by directly being associated with B&C as a company which has been invested in by B&C.
A "no cash deal" as they call it........ you can get an evaluation of your company, and give away equity in exchange for advertising and branding through B&C's media channels! B&C has managed several partners; the one they talked about was Pantaloon, which ofcourse has benefitted quite a bit from the coverage it gets through B&C.
My meeting was more about exploring how the "equity in exchange for brand building" model could be applied to tech start-ups.. with more focus on technology development and less so on advertising / branding.. I mean do I even have a product / service to sell as yet?? So although B&C have come up with a proposition which is very interesting..... but it might not be relevant for people like us.. as yet!
ofcourse then there is Pepsi.. Raymonds.... Colgate... very strong brands.. through various media.... newspaper ads..... radio.. and now SMS ( the India Shining campaign apparently spent crores.. does anyone remember.. yes the campaign by the govt. led by PM Vajpayee)
but today I came across media as a brand itself... an interesting meeting with representatives of Bennett & Coleman grp... (market leaders in various media segments.... print (Times of India..)... radio i.e. Radio Mirchi.. have two TV channels (one is Zoom TV..) as well and a very popular web portal (www.indiatimes.com)! )
They are now directly selling their brand for tie-ups and partnerships to primarily the SME segment. Organisations which could benefit from leveraging B&C's brand by advertising in the media they control, and by directly being associated with B&C as a company which has been invested in by B&C.
A "no cash deal" as they call it........ you can get an evaluation of your company, and give away equity in exchange for advertising and branding through B&C's media channels! B&C has managed several partners; the one they talked about was Pantaloon, which ofcourse has benefitted quite a bit from the coverage it gets through B&C.
My meeting was more about exploring how the "equity in exchange for brand building" model could be applied to tech start-ups.. with more focus on technology development and less so on advertising / branding.. I mean do I even have a product / service to sell as yet?? So although B&C have come up with a proposition which is very interesting..... but it might not be relevant for people like us.. as yet!
posted by Vishal at 7:48 am
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