MxMIndia

Author: mxmadmin

  • Celebrate the return of Tata IPL 2022 back to Indian shores

    MS Dhoni in new campaign of Star Sports

    By Our Staff

     

    Star Sports, the official broadcaster of IPL, has launched #YehAbNormalHai campaign featuring MS Dhoni. The campaign is to celebrate all the excitement and the return of IPl to Indian shores. Tata IPL 2022, to be precise. Scheduled to start from March 26, 2022.

     

    Speaking about the #YehAbNormalHai campaign ahead of TATA IPL 2022, Sanjog Gupta, Head – Sports, Disney Star said: “The Tata IPL 2022 campaign seeks to recruit millions of TV viewers and digital users across the country. Structured in four phases, the campaign turns the spotlight on fan frenzy and unique situations typically associated with the tournament as well as the distinct proposition of this year’s edition. #YeAbNormalHai adequately represents this, tying it with the social context of people discovering a “new normal” in their lives. The launch phase of the campaign strives to create a sense of excitement for the start of the 15th season, which promises to be the biggest ever.”

     

  • Aims to drive behaviour change among citizens for a better tomorrow

    HUL rolls out initiative for waste segregation

    By Our Staff

     

    Hindustan Unilever Ltd (HUL) has launched a campaign that looks to inspire individuals to segregate household waste at source and ensure that waste stays out of the environment and in the circular economy. The ‘Bin Boy’ campaign through its child protagonist ‘Appu,’ aims to drive behaviour change among citizens and urge them to segregate waste at homes and residential societies. Through an engaging narrative and thought-provoking dialogue, the campaign draws attention to the seriousness of mixed waste disposal and need for immediate action.

     

    Speaking on the campaign Sanjiv Mehta, Chairman and Managing Director, Hindustan Unilever Ltd said: “The need for urgent action on the issue of waste segregation has never been greater. At HUL, we recognize our role in this context and have been working with leading agencies in the space and the Government to drive what is a simple, positive action that each of us could do. We work towards empowering communities to reach the goal of swachhata and a zero-waste circular economy. Children are the strongest advocates of change in society and are also the strongest drivers. We believe that our latest campaign with a child protagonist will inspire and unite citizens to create a waste-free, greener tomorrow.’’

     

  • To amplify awareness

    Ranveer Singh to promote Balkrishna Industries tyres

    By Our Staff

     

    Global tyre manufacturers Balkrishna Industries Ltd. (BKT) has roped in actor Ranveer Singh as its Brand Ambassador.

     

    Said Rajiv Poddar, Joint Managing Director, Balkrishna Industries Ltd.: “We are overjoyed to announce our brand partnership with youth icon Ranveer Singh, who has established himself as the category leader through sheer hard work and excellence, making him the perfect choice to highlight our brand. Both BKT and Ranveer Singh have been referred to as ‘mavericks’ as a result of their versatility and innovativeness in approach and we are excited at building this partnership on the edifice of these qualities. We are confident that Ranveer will be greatly instrumental in amplifying awareness of our unique offerings across India. We look forward to a successful partnership with him for many years to come.”

     

  • Launches filter that lets you choose how TVC ends

    Kartik Aaryan stars for Doritos

    By Our Staff

     

    Doritos has launched am Instagram filter, ‘Doritos BoldChoice’, that lets the audience watch the latest Doritos TVC, record their reaction, and choose their ‘bold’ ending. Rolled-out for the first time ever in India, the innovative filter was launched by brand ambassador Kartik Aaryan, who challenged cricket icons Ravindra Jadeja and Chris Gayle to make their ‘bold’ choice along with his fans and followers.

     

    Sharing his thoughts on the innovative filter, Ankit Agarwal, Associate Director, Brand Marketing – PepsiCo India said, “We believe that bold people like to make their own choice. We applied that insight to our latest campaign, where, with the BoldChoice filter, we harnessed the power of augmented reality and social media to enable consumers to choose how our latest TVC unfolds. We believe that the confluence of interactivity and content discovery through this unique and first of its kind filter will keep consumers engaged and bring alive Doritos’ proposition of Bold Self Expression ”

     

  • We would like to refrain from commenting any further… in a sense, the question is laced with a comment. So let's hear it from Dr Bhaskar Das in Das ka Dum dated March 7. Read on…

    Das ka Dum with Dr Bhaskar Das | It’s Women’s Day today, and there are scores of brands doing something or the other around the Day. What’s your view when you see these promotions: tokenism or every little thing matters?!

    Bhaskar DasThe question is detailed. So let’s hear it from Dr Bhaskar Das in Das ka Dum dated March 7. 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. We would like to refrain from commenting any further… in a sense, the question is laced with a comment. So let’s hear it from Dr Bhaskar Das in Das ka Dum dated March 7. Read on…

     

    A. Any special occasion is an opportunity for brands to connect their cause-based purpose to its served audience market. Today’s consumer is intelligent enough to decode any approach of  tokenism to a purpose. It would be self-defeating for the brand  too in the long run.

     

  • This is a fabulous income-generating symbiotic relationship between media houses and pollsters which exists for no actual purpose, writes Ranjona Banerji

    Ranjona Banerji: The Great Exit Polls Circus

    Ranjona BanerjiBy Ranjona Banerji

     

    The great circus of exit polls started last night and will vanish by Friday morning as actual election results come in. Then we’ll be part of another media hoopla.

     

    This is a fabulous income-generating symbiotic relationship between media houses and pollsters which exists for no actual purpose. One might argue of course that the media itself exists for no purpose and it would be hard to counter that.

     

    I was commissioned to write on the exit polls for the state of Uttarakhand. This forced me to break a long-avowed policy of avoiding exit polls. The results of these polls presented the consumer with various possibilities for Uttarakhand, for instance. The seven or eight polls did not match and thus the voter – who knows who she voted for – is faced with every party with a chance of winning or becoming a hawala transaction.

     

    What therefore is the point except to create studio excitement and drama and less importantly these days, fill up a few physical newspaper pages?

     

    I have had the misfortune during my newsroom years to be part of this opinion poll process. The questions can be skewed to how you want the answers (the classic: have you stopped beating your wife), the target audience can be picked depending on “demographics” and the numbers depend on your budget. Though you can feed yourself and your audience and also your accounts department some complicated statistical bumf about how 1 billion people can easily be represented statistically by members of your family sitting around a sofa last night.

     

    What do we know from yesterday’s exit polls about the five states which had Assembly elections? Largely what you might expect. The BJP will win everything except Punjab where AAP will win. The Congress will win nothing except where it might win.

     

    In between any number of what do they call themselves… soothsayers? seersuckers? no, we are the suckers… oh yes, psephologists – and other sorts of “analysts” and exfarts sort spelling error “experts” entertain us on how if only 7 per cent of the population of 7 villages votes then the sun will not rise tomorrow or whatever they say.

     

    In all honesty, I have to confess that I do not watch TV and I did not watch it last night but I did follow the polls by other means and I still know what they talked unmitigated rubbish. If a thousand monkeys typing away can eventually write Hamlet, then a million psephologists can eventually, statistically, all get it 100 per cent right.

     

    The trend on Twitter this morning I am overjoyed to see is “#electionresults”. Thus, we can do away with elections and the Election Commission does not even have to pretend to be unbiased and people don’t even have to bother to go out and vote.

     

    Because the experts will already tell us how some random per cent of Indians are so poor that they will not vote. Pretty much upending the other theory that rich Indians do not bother to vote. Actually, there is actual evidence that the rich do not vote and the poor do, but never mind. Experts know these things and they have sociological jargon to prove it.

     

    Of course, depending solely on exit polls does remove the need to vote, so rich or poor, what difference, eh?

     

    **

     

    In other news, there’s still a Covid pandemic and a war in the Ukraine. Indians are still stranded in the war zone. The publicity machinery of the Modi government still has random ministers standing at airports with roses for students. (This is important nationalistic work, do not mock them.)

     

    And let us not forget the massive excitement that PM Modi was going to speak to both Vladimir Putin of Russia and Volodymyr Zelenskyy of Ukraine and thus end the war. I gather that they spoke and they were roundly told to speak to each other and the war has now ended?

     

    No?

    What are you saying????

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia every Tuesday and Friday. Her views here are personal

     

  • There was a 22% increase over 2020 and 18% over 2019 as per the BARC Think Report

    TV Ad volumes post double digit growth in 2021: BARC

     

     

    By our Staff

     

    The year 2020 was a subdued one for television advertising, leading to a decline in total Ad Volumes across the year despite the record stay-at-home rise in viewership. 2021 has bounced back with a substantial double-digit spike, delivering an all-time high of 1824 million seconds of Ad Volumes during the year. This translated into a 22% and 18% growth over 2020 and 2019, respectively. The Top 10 advertisers accounted for 780 million seconds of Ad Volumes, and the Next 40 accounted for 340 million seconds.

     

    FMCG brands continued to lead in share across categories and Hindi channels continued to dominate across languages.

     

    New advertisers and brands consistently jumped in throughout the year, thus playing an important role in the advertising volume growth witnessed throughout 2021.

     

    Commenting on BARC India’s latest Think Report, 2021 – A Voluminous Year (Yearly Ad Volume Report 2021) that analyses television advertising volumes for the past year, Aaditya Pathak, Head – Client Partnership & Revenue Function, BARC India said: “2021 certainly brought in much needed cheer to the broadcast industry. The year started off on a positive note and also ended on a high with the festive quarter. Year on year, despite pandemic impediments, television has repeatedly proved effective for every penny spent for advertisers and brands. 2021 saw over 9000 advertisers turn to television with a significant number of new entrants. Overall, 2021 was a positive year for the industry as a whole that witnessed growing value for both advertisers and broadcasters.”

     

    Here are highlights of the report:

     

    Advertisers & Brands Count

    TV had a total of 9239 advertisers and 14616 brands advertised on the medium in 2021, of which, 49% i.e., 4483 were either new advertisers or returning ones. Similarly, for brands, 51% i.e., 7470 were new or returning brands.

     

    Categories

    The FMCG category continued to lead with an enormous share of 1117 million seconds of Ad Volumes in 2021, followed by Ecommerce with 185 million seconds and Building, Industrial, & Land Materials/Equipments with 60 million seconds. Television also understandably continued to be an important medium for the Corporate Brand Image category which registered 2x growth over 2019 with 24 million seconds.

     

    The Ecommerce category had a total of 587 advertisers in 2021 of which, 65% were new entrants or earlier advertisers returning to TV in 2021, registering a growth of 51% over 2020 and 26% over 2019. Media/Entertainment/Social Media, Education, Online Shopping, Matrimonials and Financial Services were the top 5 sub-categories within Ecommerce. Ad Volumes for Education grew by 461% and Financial Services by 153% over 2020.

     

    Languages

    While Hindi continues to play a dominant part of the language mix, regional language channels recorded strong growth as well across 2021. Ad Volumes for Bhojpuri language channels doubled over 2019 and Punjabi, Marathi, Gujarati and Assamese language channels posted over 40% growth over 2019. South language channels i.e., Tamil, Telugu, Malayalam and Kannada, grew by 26% over 2020.

     

    2021 – Quarterly Analysis

    Q1 2021 kickstarted on a positive note having registered 24% growth over 2020 and 21% growth over 2019. Despite the sporadic and partial lockdowns on account of the second wave of COVID-19, Ad Volumes for Q2’ 21 were relatively higher at 417 million seconds as compared to Q2’19 which recorded 399 million seconds. Q4’21 brought in cheer for broadcasters with a bumper festive season that recorded 489 million seconds of Ad Volumes, the highest quarter ever. New advertisers continued to flock to television for effective communication with Q4’21 welcoming 2156 new advertiser or earlier ones returning to the medium, the highest for the year.

     

    After a marginal decline in Q2 2021 on account of the lockdowns, regional language channels experienced steady growth in Q3 and Q4.

     

    SD & HD Channels

    Ad Volumes for HD channels in 2021 grew by 11% over the previous year and SD channels grew by 22% in 2021 over 2020 and by 20% over 2019.

     

    TV Commercials

    TV commercials with an Average Commercial Duration of under 30 seconds, were most favoured by advertisers while spots more than 60 seconds were least preferred.  The Average Commercial Duration has been reducing Y-O-Y. The Prime-Time band, i.e., 20:00 hours to 24:00 hours enjoyed the maximum share of Ad Volumes at 27%. The share of Ad Volumes for the four time bands, viz 08:00 – 12:00 hrs, 12:00-16:00 hrs, 16:00-20:00 hrs and 20:00-24:00 hrs, continued to stay the same since 2019. TV Commercials in local languages on regional channels are consistently increasing since 2019.

     

    IPL 2021

    IPL 2021 registered a total of 1680 thousand seconds of Ad Volumes with 119 advertisers and 228 brands in all. There were 59 new advertisers and 158 new brands for the season. The Top 10 advertisers for the season contributed 35% of the Ad Volumes.

     

    Tokyo Olympics

    With 466 thousand seconds, Ad Volumes for the Tokyo Olympics were almost at par with Rio Olympics that was held in 2016. There were 34 advertisers and 61 brands that advertised during Tokyo Olympics. Significantly, 31% of the Ad Volumes during Tokyo Olympics featured Olympians.

     

  • To spread awareness about women harassment through #ItsNotOK Campaign

    Network18 joins hands with Truecaller

    By Our Staff

     

    Network18 has partnered with Truecaller to launch #ItsNotOk campaign, to raise awareness about why it’s important for women to ‘Call It Out’ on harassment issues, leading conversations on how the society can enable safer digital environment for them.

     

    The campaign, #ItsNotOk believes that policy makers, social support systems, and media platforms have a collective responsibility to stop women harassment in our country. The key focus of the campaign will be on what women can do at an individual capacity and what our society can do collectively to curtail harassment of women.

     

    The initiative will be bringing together all stakeholders including State Police, NGOs, counsellors, legal help and government representatives to talk about how, we as a society, can work together for a safer environment, where women feel empowered.

     

    Said Smriti Mehra, CEO, Business News Cluster, Network18: “Through this campaign Network18 and Truecaller aim to push for providing a safer digital environment for women. We believe that it is crucial for policy makers, social support systems and media platforms to increase awareness around all aspects of women safety.”

     

    Added Rishit Jhunjhunwala, Chief Product Officer & Managing Director at Truecaller India: “This International Women’s Day, we want to reiterate that the safety of women is critical and we all need to come together to put an end to harassment in digital communication. Every woman has the power to achieve a lot more when empowered to #callitout. The campaign #ItsNotOk was launched in 2017 with the aim to support women and ensure a safe environment. This year, with support of Network 18, we are taking a new path and urging women to come forward to #callItOut and take action against unwanted communication.”

     

  • Will be responsible for content and revenue

    Falguni Shah appointed MD of EORTV

    By Our Staff

     

    Falguni Shah
    Falguni Shah

    EORTV, the LGBTQ+ OTT platform, has named Falguni Shah as Managing Director of its OTT business.  Shah will be responsible for the rollout and management of EORTV’s content and revenue. She will also be handling the brand to create awareness for the Indian market.

     

    Speaking on the occasion, Falguni Shah, Managing Director said: “We have a huge responsibility to entertain our audience with relevant content. Also because LGBTQ is a sensitive topic in India, we are catering to the content demand with utmost care taking into consideration the sentiments of our audiences. Content is of prime importance to us. We’ve been building an innovative OTT business which we now plan to further accelerate this year.”

     

  • Created by DDB Mudra

    Alia Bhatt entices with Cornetto in new film

    By Our Staff

     

    Cornetto, the frozen desserts brand by Hindustan Unilever, has launched a film featuring Rohit Saraf and brand ambassador Alia Bhatt. The campaign, ‘Make the first move’, is aimed at breaking the stereotype around the expression of love, which expects men to always make the first move.

     

    Speaking on the campaign, Maya Ganpathy, General Manager, Kwality Wall’s said: “Cornetto has always been the wingman for youngsters to express love and make the first move. In our latest campaign, Cornetto goes a step ahead to change the language of love by asking one out ‘with a Cornetto’ and ‘to be their Cornetto’. It also breaks stereotypes by entrusting the girl to make the first move, an idea that is sure to spark a conversation and perhaps a new trend. We couldn’t have asked for a better team than Alia, Rohit, and Gauri (Shinde), who have done a spectacular job of bringing this idea to life!”

     

    Added Pallavi Chakravarti, Creative Head – West, DDB Mudra: “It’s not easy telling that special someone you like them. So, the next time words or even emoticons fail you, don’t worry. A Cornetto will suffice when you want to make your move. The campaign is light, sweet and ends on a high note – much like the Cornetto itself.”

     

  • Brings back iconic character Prem through use of hi-tech DeepFake technology

    Pepsi launches new campaign with Salman

    By Our Staff

     

    Pepsi has unveiled its latest campaign featuring brand ambassador Salman Khan.

     

    Speaking on the launch, Saumya Rathor, Category Lead, Cola, PepsiCo India, said: “As a culture-curator, Pepsi has constantly endeavoured to bring entertaining campaigns for its consumers through innovative storytelling. With Bollywood being a key consumer passion point in India, this new campaign takes the SWAG narrative several notches higher by featuring not one but two Salman Khans. For the first time in Indian advertising, we have leveraged hi-tech deep fake technology to recreate one of the most iconic characters of Indian cinema. We are confident that this campaign will resonate strongly with our consumers, given the entertainment quotient in this film.”

     

    Sharing his views on the campaign, Ayappa KM, Director of the film added: “For the first time in Indian advertising, Pepsi has used hi-tech DeepFake technology to resurrect Salman from the 1990s. While it’s a throwback to the past, the tech is a peek into the possibilities of the future. We have no doubts it’ll create quite a stir.”

     

  • Launches a user-generated contest titled #5YearsOfLife on Instagram

    Sony BBC Earth celebrates 5 years

    By Our Staff

     

    Sony BBC Earth launched a 360-degree campaign titled ‘Make every moment meaningful’ and a wide range of activities to celebrate five years of completion. As a part of the campaign, the channel launched a user-generated contest titled #5YearsOfLife on Instagram giving people a chance to share how they have added meaning to someone’s life via reels using the brand audio.

     

    Said Tushar Shah, ‘Chief Marketing Officer and Business Head – English Cluster and Sony AATH, Sony Pictures Networks: “Guided by our consumer understanding and insights, we wanted to create a brand which when coupled with our core values would be a breakthrough in the factual entertainment space. As we complete five years of Sony BBC Earth, we are happy to see our vision come to life. With the strengths of both its partners, including top-notch content, esteemed brand equity, and distribution genius, the channel has always added meaning to the life of its viewers. We hope to continue entertaining the audiences and add meaning to every moment they spend with us.”