Author: mxmadmin

  • Lenovo appoints Chandrika Jain for marketing

    By Our Staff

     

    Chandrika Jain
    Chandrika Jain

    Lenovo, the global technology company, has appointed Chandrika Jain as Marketing Director. Based in Bengaluru, she will lead the marketing function across the consumer, commercial, tablets, and solutions & services portfolios. She will also be responsible for the overall corporate Lenovo brand in India, including areas such as innovation, workplace, and ESG (environment, social, and governance). Chandrika has more than 22 years of experience in multiple sectors, and currently manages Lenovo’s Worldwide Marketing Hub in India.

     

    Commenting on the appointment, Shailendra Katyal, Managing Director, Lenovo India, said, “Chandrika’s previous experiences in leading large, global teams and delivering innovative, brand-building campaigns with the customer at the centre of it all, will readily accelerate our mission to strengthen Lenovo’s reputation as a trusted global brand. I am delighted to welcome her in this new role at Lenovo, where she’ll lead the marketing initiatives across businesses and look forward to have her an enriching experience at Lenovo.”

     

    Added Bhaskar Choudhuri, Executive Director, Marketing, Lenovo Asia Pacific: “Lenovo is undergoing a fundamental transformation that will take us beyond our current position as a global #1 in PCs, and establish the company as a comprehensive leader in technology solutions and services. India is a crucial market in spearheading this transition, and Chandrika is the right person to make the change a reality for the Lenovo brand in India. In her current role she pioneered the first-ever global brand campaign, and she has demonstrated her business and marketing acumen in driving global campaigns for Lenovo’s consumer laptop brands, Yoga and Legion. I have full confidence that her experience will help bring Lenovo innovation to India, and further our vision of Smarter Technology for All.”

     

  • Agency09 wins digital mandate for Siyaram

    By Our Staff

     

    Siyaram Silk Mills has appointed Agency09 to revamp its digital presence, build the brands’ community, and bring greater awareness to the wealth of fabrics under Siyaram’s umbrella.

     

    N Gangadhar
    N Gangadhar

    Speaking on awarding the mandate, N Gangadhar, VP, Marketing, Siyaram Silk Mills said: “We picked Agency09 after a multi-agency pitch as they are a vibrant, young agency with good ideas and a clear desire and vision to take the Siyaram’s brand to greater heights. They showcased a clear and deep understanding of our brand through their strategic approach, and we are excited to see how this partnership evolves.”

     

    Added Gautam Anand, Head of Content at Agency09: “Siyaram’s is a brand that evokes a strong sense of legacy and quality. We’re excited to build their community on digital, and bring a newer generation on-board to delight in all their offerings across multiple sub-brands.”

     

  • Lowe Lintas launches multi film campaign for Xiaomi Smart TV

    By Our Staff

     

    Xiaomi TV has launched a multi-film campaign conceptualised by Lowe Lintas Bangalore.

     

    Said Kris Lukose, Marketing Lead – TV, Xiaomi India: “Over the last four years, we at Xiaomi have been working relentlessly towards our commitment to make great smart TV technologies accessible to everyone. As a result, we’re the number one smart TV brand in the country today with huge prevalence across diverse consumer groups in India. We are proud to have played an instrumental role in driving Smart TV adoption in India by offering consumers a deep integration of hardware and software on all our devices.”

     

    Talking about the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas added: “In a world where people only look at the hardware features in a smart TV, what actually makes a TV a smart one is the software behind it. In this case, Xiaomi’s Patchwall software is the brain of the TV and its amazing features make it a truly smart TV. The clarity in the brief led us to crafting a campaign that was both simple yet engaging. While the stories are based on the features, we wanted to ensure the overall communication doesn’t become just functional. Hence the idea of the father son duo was cracked. This helped us package all the functional information in a fun storytelling format.”

     

  • Hrithik Roshan in WhiteHat Jr campaign

    By Our Staff

     

    WhiteHat Jr online platform for coding, math and music has launched a two-ad series with Hrithik Roshan. The campaign series has been conceptualized by WhiteHat Jr’s brand team, produced by Dora Digs and is directed by Robby Grewal.

     

    Commenting on the new campaign, Akshay Sengupta, VP & Head of Brand Marketing at WhiteHat Jr said: “We hope that with this campaign, everyone realizes that it’s never too late to chase your passion. What one needs, is the zeal to #PickItUp. This series is a motivation for those individuals who have, at some point in their lives, wished to learn a musical instrument but were never able to. Our Music for Adults course, makes this dream achievable thanks to our unique 1:1 online learning experience with skilled teachers.”

     

     

  • Boss Burger rolls out new campaign

    By Our Staff

     

    Boss Burger, centred around the big sandwich, has rolled out a new campaign with the drama of Bollywood. Launched by restauranter Riyaaz Amlani’s Impresario Handmade Restaurants, the tagline is #HitHaiBOSS.

     

    Said Alexander Valladares, Chief Marketing Officer, Impresario Handmade Restaurants: “Boss Burger has always been a dramatic, over-the-top burger, bundled with a lot of quirk. Right from its corrugated hard box packaging with fun messaging to the unique flavours, our burgers come fully loaded with crispy patties, flavourful sauces and more – they are generous and messy in the best way possible. The campaign came alive, paying an ode to renowned bollywood dialogues through Instagram reels. Reels have currently got people hooked so we thought – why not leverage that?”

     

    Added Roshni Kavina, National Creative Head, Impresario Handmade Restaurants: “Reels are a part of our everyday reality.  They are addictive and are curated entertainment shorties at our thumb tips. Merging entertainment with hospitality is what we ace here at Impresario, so promoting BOSS BURGERS on the most engaging platform was an obvious choice. Reels might not have the reach of television commercials but they certainly have no spill overs, engage the exact audience we want to tartare, are cost effective and with a little bit of planning they can be extremely effective for brand growth. Our fresh approach for the BOSS BURGER campaign not only spiralled into thousands of engaging and personalised approaches to our brave story but our customers took ownership of it. Exactly what we wanted. Reels are the new commercials and we are happy to be one of the first ones to ride that wave in the Indian markets.”

     

  • Mullen Lintas creates TVC with new brand identity for SBI Life

    By Our Staff

     

    SBI Life Insurance has unveiled its reimagined ‘Brand Identity’ with brand consultancy firm Chlorophyll working on the rebranding exercise.

     

    Speaking about SBI Life’s re-imagined brand identity, Ravindra Sharma, Chief of Brand, Corporate Communications and CSR, SBI Life said: “Brand SBI Life is not limited to a re-imagined identity or a TVC, fundamentally it is an entire belief system that we all live by, it is an experience that our customers and stakeholders remember us for. Our extensive research comprising countless conversations with consumers, business partners, employees and other stakeholders have indicated to a new evolving individualistically determined India. The consumer of this new India, expects insurance to be an enabler, in their pursuit of individualistic ambitions, which is way beyond the role of a mere financial tool. Aligning SBI Life’s brand journey to the evolving consumer attitude in the new India, we’ve undertaken a strategic rebranding exercise, where we envisage brand SBI Life to play the role of an ‘enabler’ for the consumer to follow their own individualistic aspirations, while simultaneously taking care of the needs of their loved ones.”

     

    Added Kiran Khalap, Co-Founder, Chlorophyll Brand Consultancy: “The challenge was like a four-way tight rope walk. Find one single insight that could make the brand relevant to metro-millennials, retain the loyalty of tier two and three towns, put distance between SBI Life and others and finally, give SBI Life a distinct identity. We found it, thanks to the patience of the team.”

     

    Added Garima Khandelwal, Chief Creative Officers, Mullen Lintas India: “The new brand philosophy of SBI Life “Karo poore apne iraade, apno se kiye sabhi vaade” is about fulfilling your dreams and passions while keeping your promises to your loved ones, not losing self for the sake of our responsibilities. We wanted to craft a story that captured the essence of the ‘vaade’ and ‘iraade’ through the eyes of an individual at a stage in life of change, where one is ready to take the next step of having a life partner or starting a family. The first story captures the beautiful moments of reflection in the mind of the protagonist, who vows to keep his individual dreams alive as he readies to become a family man. SBI Life gives wings to these dreams and aspirations, both for the family as well as the individual”.

     

  • Key highlights of Dentsu Digital Report 2022

    By Our Staff

     

    The Dentsu network released its annual digital report on Tuesday.

     

    Narayan Devanathan
    Narayan Devanathan

    Said Narayan Devanathan, Chief Client Officer, Dentsu India: “Notwithstanding the devastation caused by Covid-19’s second wave in 2021, we have seen a dramatic upsurge in digital in ways we have not seen before. Digital advertising in India is expected to equal (if not surpass) the previously-impregnable fortress of TV advertising by 2023, clocking in at Rs. 35,809 crore out of an expected total advertising of Rs. 93,119 crore. Accelerating this trend and underscoring it, has proved that even in 2021, 75% of digital advertising spends was recorded on mobile devices – signalling mass India’s leapfrog into the digital era. With the requisite caution in the face of the varying strains of the pandemic notwithstanding, India will continue to rise in the global economy in the coming years, driven by digital. In that context, the importance and utility of a comprehensive, authoritative and trustworthy census of the digital-driven advertising landscape cannot be underestimated. The 2022 edition of the ‘dentsu Digital Report’ has been put together to act as an enabler as well as expansive assimilation of all the action in the Indian advertising landscape so that we all have one vocabulary, one source of truth to turn to in harnessing its potential.”

     

    Key Highlights:

    :: The Indian advertising industry currently stands at Rs. 70,715 crore, having grown at 18.6% over 2020. It is expected to reach Rs. 93,119 crore by the end of 2023, growing at a CAGR of 14.75%.

    :: The digital advertising industry has witnessed a growth in market size from Rs. 15,782 crore in 2020 to Rs. 21,353 crore in 2021, growing at 35.3%. Digital media is expected to grow at 29.5% CAGR to reach a market size of Rs. 35,809 crore by 2023.

     

    :: In 2021, television claimed the largest share of media spending at 42% (Rs. 29,279 crore), followed by digital (30%, Rs. 21,353 crore) and print (24%, Rs. 16,599 crore).

     

    :: Currently, FMCG has the highest contribution of 34% (Rs. 23,736 crore) towards the Indian advertising industry, followed by e-commerce (14%, Rs. 9,619 crore) and automotive (7%, Rs. 4,745 crore).

     

    :: The biggest contributors to the digital media industry are FMCG with 42% (Rs. 8,928 crore), e-commerce (17%, Rs. 3,607 crore), consumer durables (6%, Rs. 1,368 crore) and pharmaceutical (5%, Rs. 1,124 crore).

     

    :: Spends on digital media are led by social media, which has the largest share of 29% (Rs. 6,218 crore), closely followed by online video (28%, Rs. 5,907 crore) and paid search (23%, Rs. 5,039 crore).

     

    :: FMCG, education and media & entertainment verticals spend the largest share of their digital media budget on online video, while pharmaceuticals and e-commerce spend the most on paid search.

     

    :: The rapid increase in mobile usage and improved internet infrastructure have led to 75% (Rs. 16,015 crore) of digital media spending on mobile devices. Most of the online expenditure on mobile devices goes to social media (30%) and online video (30%).

     

    :: The changing consumer behaviour is paving the way for conversational commerce. E-commerce in India is evolving in the form of social commerce, video commerce, voice commerce and hyperlocal / Business to Consumer (B2C) commerce and expanding its realm into other media. Micropayment mechanisms will accelerate this evolution further.

     

    :: The shift in technology is resulting in a widespread acceleration to the digital transformation of businesses and consumers. This is leading the way to media convergence with business delivery models taking a more organic form, independent of the individual medium.

     

  • Kapil Sharma: Definitely Not Done Yet

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorKapil Sharma is arguably (or perhaps inarguably) the biggest television celebrity in India over the last decade. His astonishing rise to fame in 2013, with Comedy Nights With Kapil, was followed by a spate of controversies, where the star comedian lost his mojo, in a manner of speaking. I wrote about it in 2016 (The Loss of Innocence) and 2018 (The Fault in our Star) in this column.

     

    Since then, Sharma’s show has made a comeback on Sony. But the going has been tough, especially because of the pandemic. With an irregular pattern of film releases, the celebrity line-up on the show has been less than ideal, with more ‘filler episodes’ than desirable. The show took a long-ish break in 2020. Since its return in early 2021, the ratings have settled around the 1.5-2.0 mark, which, by no yardstick, is a runaway success for weekend non-fiction property.

     

    I watched Sharma’s Netflix special, interestingly titled I’m Not Done Yet, in this context. What can a 50-minute special achieve for a comedian (besides a wider global reach, perhaps?) than a long-running mass TV show hasn’t already managed to, I wondered.

     

    The first few minutes had me sighing. The jokes didn’t seem to be landing, with only an occasional one worth a chuckle. Maybe he’s trying too hard for this one, and it’s going to be a colossal disappointment… That was my mind racing ahead of the content.

     

    But soon, it dawned upon me that this is not a usual stand-up special. This is a biopic-ish confessional of sorts, almost like a no-holds-barred interview, except that there is no interviewer. Chapter by chapter, Sharma bared his life, finding humour in his own imperfections. It was difficult to say which incidents are real and which are exaggerated, or even entirely made up. But the candor shone though, bright and clear.

     

    I also realised why he needed a streaming platform for this. Drinking has been a huge ‘factor’ in Sharma’s life, and that’s a topic off limits on mass television. In this special, he went on a rampage, dishing out jokes around his drinking habit, not always funny but generally insightful, as if they had been bottled up inside him for the last few years, waiting to find the right destination.

     

    The political jokes, including some very subtle jibes at the current Prime Minister, and an emphatic endorsement of his predecessor, were a delight, if only because they were attempted in the first place. In times when channels and streamers want to stay away from all things political, Sharma must be lauded for having the courage to go down that route, and then be smart enough to make it so subtle it won’t ignite any controversy at all. Well played!

     

    He also spoke about his family, especially his relationship with his father, even dedicating a sappy but surprisingly effective song to him, as the closing act of the special.

     

    It may not be the best content through its length, but the Kapil Sharma special on Netflix stands out. It a rare comedy special where the comedian’s stardom is the central subject, and it is (rightly) assumed that he is famous and admired enough for content that focuses on him, as a celebrity and a common person, to be engaging. I say “a common person” because that continues to be Sharma’s public connect with the GEC masses, despite him having amassed wealth and fame that is anything but commonplace.

     

    I wish he spent a couple of minutes on the Sunil Grover chapter of his life too. Their pairing remains the crowning jewel of Sharma’s long and successful TV stint. And we don’t know if they will come together ever again. Maybe Sharma is keeping that material aside for his second special.

     

    We can’t call this a ‘comeback’, because his TV show continues to be on air. But Kapil Sharma has found a new voice on Netflix. A voice that we want to hear more from.

     

  • Das ka Dum with Dr Bhaskar Das | Any special remembrance of Lata Mangeshkar? Your favourite Lata Mangeshkar songs?

    Bhaskar DasIt’s not A&M, but we couldn’t have not asked this question. Let’s hear it from Dr Bhaskar Das in the February 7 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Any special remembrance of Lata Mangeshkar? Your favourite Lata Mangeshkar songs

     

    A.Though Death is the only unchanging reality, yet it is difficult to reconcile with the reality that Lata Mangeshkar is no more. A human being like Lata didi is a phenomenon and not just a singer. I had no personal interaction ever with her, though I have seen her from a distance.

     

    It is impossible to make a list of her memorable songs. Apart from Hindi songs, there are many Bengali hit songs too. However, there are some songs which are relatable to life in general.

     

    For instance: Nam gum jaayega…, Aaj phir jeene ki tamanna…, Tujhe dekha to ye jana sanam.., Kora Kagaz tha eh man mera.., Har dil jo pyaar karega. Without being a music buff, these songs are indelibly etched in my mind. May her soul rest in peace. I can’t imagine listening to another Lata Mangeshkar in my lifetime.

     

  • FCB enters Sri Lanka with FCB KL.LK

    By Our Staff

     

    FCB Group India has announced the expansion of its footprint in South Asia with the launch of FCB KL.LK, being led by Chairman & CEO Santosh Menon.

     

    FCB KL.LK, a fully integrated marketing communications agency, is the newest affiliate office under the FCB Group India umbrella. The agency works with marquee clients and brands including Ceylon Biscuits Ltd, HNB credit cards, Fairfirst life Insurance, Ultratech Cement, and Godrej Consumer products.

     

    Speaking on the importance of this partnership, Rohit Ohri, Chairman & CEO, FCB Group India, said: “We’re delighted to partner with KL.LK in Sri Lanka. They are a young, future-ready agency that is growing very rapidly with many global multi-national clients. With this association, we are hoping to offer seamless service to many of our clients who look at South Asia as a contiguous market.”

     

    Added Brandon Cooke, Global Partner, Global Chief Marketing & Reputation Officer, FCB (Global): “The creative passion and business momentum made KL.LK the perfect partner for us in the Sri Lankan market. As we continue on our global mission to unleash creativity fuelled by diversity, data and technology, we’re incredibly excited about the opportunities that lie ahead as we expand our footprint across this region to a new client base.”

     

    Said Santosh Menon, Chairman/ CEO, FCB KL.LK, added, “I came to Sri Lanka first in 2003 as a team member of FCB for its clients here. Today, bringing FCB back in its latest avatar as part of KL.LK gives me special pleasure and happiness. It’s the wheel turning full circle.”

     

  • Bata onboards Disha Patani as brand ambassador

    By Our Staff

     

    Footwear major Bata India Limited has roped in Bollywood actor Disha Patani as the new face of the brand. The move comes as Bata looks at further strengthening its youth connect and a fashion forward imagery that presents a fitting blend of style and comfort. The young and vivacious actor will be seen promoting various popular labels under the Bata umbrella.

     

    Commenting on this occasion, Gunjan Shah, CEO, Bata India Limited said: “We are happy to have Disha on board as the new face of Bata. At Bata, we have been on a quest to transform the brand imagery and deliver on the aspirations of the youth of the country. Over the years, we have established Bata as a brand that is contemporary and remains relevant with changing times. Disha, with her lively personality and positive energy fits in perfectly with our brand narrative that blends together style and comfort. In line with consumer trends, we have been rolling out more sneakers, casual & 2-mile fashion styles and our association with Disha will help us in further strengthening our connection with the youth and millennials and taking Bata’s brand appeal to the next level.”

     

  • SBI General observes World Cancer Day

    By Our Staff

     

    On World Cancer Day, SBI General, announced that it has joined hands with CanKids, the National Society for Change for Childhood Cancer in India, an NGO working across the entire spectrum of childhood cancer care. This partnership will help the children suffering from cancer with medical facilities.

     

    According to the Indian Cancer Society, more than 50,000 new childhood cancer cases are added every year in India. SBI General recognises that many families have limited economic resources to access quality healthcare and treatment for children suffering from cancer.

     

    Said PC Kandpal, MD & CEO, SBI General Insurance: “At SBI General, we are committed to contribute to the society at large, and will continue our strategic associations with organisations that drive a positive impact. As an organisation, ‘health’ is one of our key focus areas even under CSR efforts, and our association with CanKids allows us to support underprivileged children and families battling cancer by helping them avail the right treatment.”