05 November 2008
McCann Worldgroup says it plans to invest exhaustively in targeting the millennial generation through the creation of branded content across all media platforms.
McCann Worldgroup says it plans to invest exhaustively in targeting the millennial generation through the creation of branded content across all media platforms.

In a bold move, Momentum, the activation arm of McCann, recently recruited recording artist and producer Sasidharan Chandran, better known as Sasi the Don, as its Strategic Planning Manager for Entertainment and Emerging Media. Sasi’s primary role will be to build on the entertainment platform for clients and explore opportunities in digital media.

Sasi is currently working on developing several branded entertainment and youth-oriented campaigns for several of McCann’s clients. His fourth album, Back To My Roots, is scheduled for release early next year. The album’s lead single, “Music In Me,” featuring Dr. Alban, is currently on heavy rotation on local radio stations.

Sasi previously headed the entertainment unit at Group M (ESP) where he worked on branded music strategy for youth marketing for Maxis, developed and produced radio and TV activation programs for Walls Cornetto, Soupy Snax, Chipsmore, Listerine and Sunsilk.

“The framework for connecting to the millennial generation – tech-savvy, independent, and goal-oriented consumers -- has changed dramatically,” reasons Tony Savarimuthu, CEO, McCann Worldgroup. “Consumers have a significant input into the DNA of brands unlike previously when marketers decided on a brand’s positioning independently.”

Savarimuthu adds that advertising agencies today need to have a mix of credentials – from viral marketing to blogging – to connect effectively with consumers. He believes that the consumption of media and dissemination of information about brands needs to be addressed innovatively.

McCann has successfully developed branded content such as Egen 016, a spy-comedy series for DiGi, in which the heroes and villains use mobile technology to accomplish impossible missions or carry out their nefarious schemes. The agency also developed Nescafe Kickstart, a reality show that encouraged consumers to present and unique idea for a business and the passion to realise their dream.











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