Hathway Hands Over Ad-sales Duties to Aidem Ventures

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | November 06, 2014
The company has launched high-impact advertising solutions' suite on its digital platform.

Hathway, one of India's leading MSO and Cable Broadband service providers has got Aidem Ventures on board to handle their nation-wide marketing and advertising duties.

The company has just launched a high-impact advertising solutions' suite on its digital platform. With its high-impact ad solutions, Hathway aims to deliver meaningful campaigns to "a captive audience" through traditional television advertising. The ad solutions have been created to ensure that brands can capitalise on Hathway's reach for new product launches and campaigns.

Jagdish Kumar

Vikas Khanchandani

Nikhil Sheth

Its ad capabilities include: EPG Banner (appears when and as long as the Electronic Programme Guide is on display), Programme Banner (served up for 10 seconds every time the programme ID is displayed; hence appears each time a user lands on a destination channel), Boot & Boom (displayed on the boot up screen each time it is launched), Aston Pop-up (displayed at the bottom of the screen when the user is in full screen video), Volume pop-up (appears on the screen each time one increases/decreases the volume), Advertisement on Mute (displayed when and as long as the mute popup is displayed on the screen), Synopsis Banner (displayed when and as long as the Synopsis Banner is shown on the screen), DCA Banner (displayed when the digits to the destination channel are entered on the remote control), Co-branded solutions on their national TV channels through Hathway Music (a non-stop 24-hour Hindi music channel), CCC Cine channel - a Hindi movie channel and Hathway Life - The Best of National Geographic Channel's content managed by NGC Broadcast Team.

Jagdish Kumar, MD and CEO, Hathway says, "We are confident that once advertisers experience these ad capabilities, they will be back for more. We plan to roll out more ad products over the coming year, while ensuring that they offer great ROI to advertisers and build a long term partnership. We are happy to partner Aidem in this journey in creating a market place for Hathway's ad products and I am confident that they will be able to successfully bridge these partnerships."

"The Hathway ad solutions suite provides clutter-free and exclusive space on TV. It is already emerging as a powerful media option in the hands of advertisers. It is great to see such a positive response in the market," says Vikas Khanchandani, director, Aidem Ventures.

"In spite of the proliferation of various screens, time spent with TV continues to dominate viewing. Advertisers are seeing a huge captive reach and SOV in the Hathway ad platform. They will benefit immensely by the number of organic and inorganic exposures that it delivers," adds Nikhil Sheth, business head, Hindi Entertainment & Niche channels, Aidem Ventures.

For the record, Hathway's Cable operations straddle key Indian geographies and offer cable television services across 140 cities and towns and high-speed cable broadband services across 21 cities. The company has established 20 digital head-ends in the country.

Aidem Ventures is an independent advertising sales company and also offers consulting and marketing services. Aidem has been the media representative for several media companies including Mi Marathi, Live India, Sahara One, Sahara Filmy, NewsX, Microsoft, IBL, Shagun TV, CIRA Media Network, Jai Maharashtra, NDTV Network, The Walt Disney Company, BAG Network, Mastiii, and KidZania.

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