John Rambo takes on the bloodthirsty troops of the Myanmar Army and the obvious happens.
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The junta does not want people to see the movie because of its political content and theme besides the aggressive role of Rambo in dealing with infamous Myanmar soldiers. Agencies are concentrating on activations, events and direct marketing and haven’t started experimenting with digital marketing.In the film the Christian missionaries are rounded up while they were distributing relief material to ethnic Karen people.Ĭoincidentally the film comes at a time when the Myanmar Army has been launching offensives against the Karen people forcing them to flee to the jungles making them internally displaced persons.
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After two false starts that used glamourous imagery and celebrity endorsement to promote the brand, it finally gained footing with a TV spot that presented the product’s benefits in a straightforward way.Īccording to Swe, consumers seek fun and entertaining ads that are culturally connected. She illustrated this with an example from Unilever’s Clear anti-dandruff shampoo. Demonstrative advertising is still likely to be the most effective. And JWT tied up with Mango.Īt Spikes last year, Swe said that branding is not fully understood as a concept. Y&R quickly followed setting up a joint venture with local partners K-Note Advertising. Ogilvy & Mather picked up a stake in Myanmar’s leading agency Today Advertising. The WPP group was one of the first movers. In 2013, Unilever, Colgate Palmolive, Nivea, Ovaltine and Horlicks were among the top spenders in the market.Īd agencies, which stormed into Myanmar a year ago are still trying to find their feet.
"But they get annoyed if one ad comes often while they are enjoying their drama series."įMCG brands have been quick to jump on the bandwagon. “Consumers still enjoy seeing new commercials as some TVCs can be very entertaining," Swe said. “You can see that consumer viewership engagement with VCD and DVD is the highest, so there is an opportunity for brands to connect with the rural audience.”Īdvertising in the country benefits from its novelty, at least for now. “TV advertising works best for the mass market as consumers like watching TV programmes,” said Khin Myat Thu, general manager of Y&R Yangon. Newspapers and magazines stand at 12 per cent and 8 per cent, respectively. Radio reaches 43 per cent, while journals reach 30 per cent. TV advertising reaches about 51 per cent of the population (22.3 million people). According to MMRD, video, VCD and DVD usage is higher than television, reaching 75 per cent of consumers or 33.1 million people. One intriguing aspect of Myanmar’s media industry is the popularity of VCDs and DVDs, used to watch local drama shows and Korean movies. Myanmar has limited internet access, but SMS usage is predicted to grow. Magazines and journals are circulating well, with about 300 titles in all. Eleven privately owned newspapers existed as of May 2013, with seven more set to launch. Consumers can choose from seven television channels, including two national, two regional channels and three pay-TV providers.
The media landscape is still in its infancy. At present, TV accounts for 64 per cent of the advertising pie, print makes up 28 per cent, and outdoor represents 7 per cent.
However, print, outdoor and radio are also showing strong growth. Telecom players Vodafone and China Mobile have also announced plans to bid for licences in Myanmar.Īmong the media, TV has grown the fastest according to MMRD between 20, spending on TV grew 50 per cent. Beverage companies like Heineken, ThaiBev and Carlsberg also announced their plans for the country.
Coca-Cola, P&G, Pepsi and Unilever were among the first. Still, the numbers are surprising considering the flurry of brands that have entered the market. "But it did not come up to that level.” Mango, which works with clients including Coca-Cola and Unilever signed an affiliation agreement with JWT in April last year.Īdspend grew 36 per cent in 2011 and 52 per cent in 2012, but it’s important to note those growth figures came atop a lower base. “Advertising spend increased about 50 per cent in 2012 over 2011, which is why I expected it to reach $180 million in 2013," said Rose Swe, MD of Mango Marketing. There has been a “significant” increase in spend on sponsorship, which is not included in the ad spend figures and therefore may help account for the lower-than-expected growth in advertising spend, the agency said. According to Myanmar research agency Marketing Research and Development (MMRD), media spend in 2013 increased 29 per cent over 2012 (excluding radio and pay TV channels, which it doesn’t monitor).