MxMIndia

Author: mxmadmin

  • It may have been a one-sided match, but for us in India, we were hoping that like Prakash Padukone and Pullela Gopichand, Lakshya Sen would also bring home the coveted All England badminton trophy. We also read the news of Sen's deal for commercial representation, and that's what prompted us to ask this question. Here's Dr Bhaskar Das's response in the March 21 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Should Lakshya Sen be concentrating more on his game rather than sign up with an agency for his commercial interests?

    Bhaskar DasIt may have been a one-sided match, but for us in India, we were hoping that like Prakash Padukone and Pullela Gopichand, Lakshya Sen would also bring home the coveted All England badminton trophy. We also read the news of Sen’s deal for commercial representation, and that’s what prompted us to ask this question. Here’s Dr Bhaskar Das’s response in the March 21 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. He lost the All England badminton final, but has signed on an agency for commercial representation. Shouldn’t Lakshya Sen be concentrating more on his game and eventually make more money?

     

    A. Lakshya Sen’s settling for silver must have been a disappointment for him, specially when he was at the cusp of creating a history. Signing a commercial representation might not have anything to do with it. The irony is success in one bring in its trail invitation from the other. I am not discounting  the possibility of distraction due to the offer but not necessarily. The world of cricket (even badminton) have enough examples to the contrary. The attraction of commercial representation is far less attractive to the glory of winning for the country, apart from individual excellence. Sen is young and I am sure it would not defocus him from his higher lakshya.

     

  • GroupM, Publicis Media Group and Dentsu International led the Media Agency groups

    COMvergence launches new biz barometer for FY21

    By Our Staff

     

    COMvergence, an independent research and data consultancy, which analyses media spend investments and produces benchmark studies on new business performances, released its latest New Business Barometer for the FY 2021 for India.

     

    The Media Agency Groups were led by GroupM with a total new business value of +$1028M, followed by Publicis Media Group at +$188M new business value and dentsu International with a new business value of +$161M respectively.

     

    Mindshare from the GroupM umbrella led the media agencies’ ranking by a large margin followed by Wavemaker at the second rank, followed by Starcom, Initiative and Madison Media.

     

    In 2021, COMvergence assesed an overall of 332 account moves and retentions in India with media spends estimated to be around $2.3BN.  This figure (of around $2.3BN)  represents  about 25% of the Indian media agency billings ($9.2B), whilst the retention rate for India is 43% for 2021.

     

    Around $922M were from global and multi- country pitches and $1338M were local pitches in 2021.

     

    Unilever, Coca-Cola, L’Oréal and Meta ( formerly Facebook), PhonePe, CRED, Viacom, Perfetti, Tata Consumer Products, Rohit Surfactants Private Limited (RSPL),Oppo Electric Corp, Ola (Electric) were among some of the  account moves that dominated the Indian market in 2021.

     

  • The re-start of ratings comes at a time when most annual deals for TV channels are negotiated, writes Indrani Sen

    Will BARC’s new policy for news ratings clear the mess?

     

     

    By Indrani Sen

     

    Indrani SenThe announcement was long overdue. Finally on last Thursday, the advertising and media industry was glued to the release of TV news channels’ ratings which was released by Broadcast Audience Research Council (BARC) after 17 months starting with Week 10, 2022.

     

    BARC announced that an Augmented Data Reporting Standards for news and special Interest genres has been developed and tested over some weeks before releasing the ratings to the industry. The revised approved standards prescribes that the audience estimates for these genres will be released every week based on a rolling average of ratings of 4-weeks to meet with the industry’s needs. BARC briefed their shareholders in details about the new method through webinar and Q&A sessions.

     

    The release of the ratings for week 10, 2022 was followed by the release of the past data for the previous 13 weeks from Week 49, 2021 to Week 9, 2022 though the ratings were not available from week 40, 2020 to week 9, 2021. It is to be noted that the channels within the news and special interest genre subscribing for BARC ratings were given an option to opt out form getting the details of the past data and consequently they have been clubbed together as “other channels” in the reports of the past 13 weeks.

     

    The renewal of reporting of the ratings of the news channels has come at a time when most of the annual deals for TV channels across different genres are planned and negotiated. Lately the free to air news channels have been up in arms against BARC accusing them of delaying tactics by not releasing the ratings of the news channels before the crucial period when decisions about annual distribution of TV ad revenues are made. BARC defended themselves with the argument that data processing as per the new methods and testing of the data had to be given adequate time.

     

    The document on ‘Policy for Augmented Data Reporting Standards for News & Special Interest Genres’ is available on the website of BARC India and clarifies the definitions of

    1. Genre-Language Classification of Channels and

    2. Definition of News and Special Interest Genres

     

    It also details out Augmented Data Reporting Standards which has been developed “In order to preserve data security and integrity and keep the cadence of advertisement planning consistent for all channels” (Source: https://www.barcindia.co.in/policy-updates/barc-india-policy-for-augmented-data-reporting-standards.pdf)

     

    Every week, BARC will release two databases of which the currency data will be a “4-week rolling average channel level audience estimates for the News and Special Interest genres and regular daily unrolled audience estimates for all other genres/channels.” This currency data will be available to all subscribers in the YUMI software and will be used for all transactions including rate negotiations. The second database will be weekly unrolled data and will be released only to broadcasters having one or more channels in the news and special interest category through a separate YUMI database and license. The broadcasters will only get to see the unrolled data for their own channels and not for their competitive channels. This unrolled data cannot be used for transactional purpose, but only for analysis of performance of own channels and future planning for the same. Many features of the currency data will not be available for the unrolled data. Respondent Level Data (RLD) audience estimate will be available for the news channels only on a rolling average of 4 weeks basis and under currency data and will not be given under unrolled data.

     

    The new policy has provision for Customized Event Reports (CER) with well defined target groups for different genres. It also provides Currency Data Usage Guidelines to the news and special interest genres. Finally, it has provisions for News Query Resolution for Current & Past Data with rules and regulations applicable for the same.

     

    On the whole, it seems that BARC India has come up with a technology driven solution for taking care of the issues of high variance and bounce found earlier in the audience estimates of News and Special Interest genre channels. The problem was largely related to low sample size tuned to these channels and their specific target audiences. Let us hope that this new policy would satisfy the channels in the News and Special Interest genre and will end their grievances against BARC India.

     

     

  • Leadership team to drive ambitious and aggressive growth plans

    Ipsos India reorganises top deck extensively

    By Our Staff

     

    Global market research firm Ipsos India has announced a host of management changes in its leadership team.

     

    Amit Adarkar
    Amit Adarkar

    Detailing the changes, Amit Adarkar, CEO, Ipsos India, said: “The pandemic is almost behind us, and we are entering an era of exciting opportunities. Our clients, across industry verticals, are gearing up for a rebound, pursuing their own aggressive strategies for growth and they look at us to partner them in their growth journey. At the same time, Ben Page, Ipsos Global CEO has included India in Ipsos’ top priority markets for 2022. Keeping in mind client as well as internal expectations, we have reinforced and revamped the Leadership Team with the announcement of top management changes, effective immediately. This sets the tone for the growth path to 2025.”

     

    These are the hanges in the top deck:

    Krishnendu Dutta is being elevated as Group Service Line Leader, Innovation, MSU and Strategy3, Ipsos India. In this role, he will support our pan India, Client facing teams and lead strategic client conversations in areas of innovation, foundational consumer as well as shopper understanding and research-based advisory.

     

    Rinku Patnaik will take on a new role as Managing Director, Research, Ipsos India. She will lead our select businesses in North & South India.

     

    Geeta Lobo will take on a new role as Chief Client Officer (CCO), Ipsos India. In this role, Geeta will report to Amit Adarkar, CEO, Ipsos India, and will be tasked with deepening our business relationship with key Clients.

     

    Ashwini Sirsikar is being elevated to Group Service Line (GSL) Leader, Ipsos UU (qualitative research) and SIA (Social Intelligence Analytics).

     

    Geetika Singh, Executive Director, Ipsos UU (Mumbai) has been elevated to the role of Country Service Line Leader, UU (qualitative research), Ipsos India.

     

    Maitreyi Mangrati, Executive Director, Ipsos UU (Qualitative Research, Delhi) will now take up the additional charge of the Country Service Line Leader, Social Intelligence Analytics (SIA).

     

    Added Adarkar: “There is a clear need to integrate survey data with social data to provide a 360-degree perspective to Clients. Sirsikar, Singh and Mangrati will be tasked with connecting these two data streams more.”

     

    With the reducing Covid threat and ‘physical’ world opening, Ipsos India is bullish for Channel Performance Service Line, which is not limited to mystery shopping, but also covers retail execution management and audits. With this aim, Abhishek Jha will lead the Channel Performance service line and would report to Rinku Patnaik.

     

  • Includes offline, online and OOH duties

    Havas Media bags mandate for Valvoline

    By Our Staff

     

    Havas Media has secured the integrated mandate for lubricant companies, Valvoline – the Original Engine Oil. The mandate includes offline, online and OOH duties.

     

    Said Ipshita Chowdhury, Chief Marketing Officer, Valvoline Cummins: “At Valvoline, we firmly believe in the quality of execution and power of innovation to remain a step ahead of market demands. As a brand, the 3 key values we stand by are – being Humble, being Hungry and being Smart. We wanted an agency that could emulate these values and Havas Media made the right cultural fit. I’m confident of Havas Media’s capabilities, and their strategic, audience-centric, meaningful media approach, in strengthening the effectiveness of our marketing initiatives, with a focus on building the upper funnel awareness and brand equity.”

     

    Mohit Joshi
    Mohit Joshi

    Added Mohit Joshi, CEO, Havas Media Group India: “We are proud to have secured the integrated media mandate of Valvoline, a leading global brand in the lubricant category. In India, Valvoline Cummins’ long-term, sustainable and ambitious plans, coupled with its 25-year-old legacy, is set to carve a niche for itself, making it a market leader in the segment. We look forward to driving the next phase of growth for the brand using Havas’ proprietary tools and by creating meaningful media experiences.”

     

  • Campaign celebrates spirit of Mumbai and camaraderie of teams

    MI rolls out red carpet to welcome IPL Family

    By Our Staff

     

    With the Indian Premier League (IPL) 2022 season set to witness 55 matches be held in Mumbai, five time champions Mumbai Indians have splashed huge hoardings covering the entire city to welcome the fellow nine franchises.

     

    A dash of yellow to ‘Welcome Chennai Super Kings – Whistle Podu Dil Khol Ke,’, while Kolkata Knight Riders are welcomed to the city with their iconic ‘Korbo Lorbo Jeetbo Dil Khol Ke slogan. The #WelcomeDilKholKe billboards, customised to each of the visiting teams, have been set up across key locations in the city, uses a creative rendition to bring alive the spirit of sports, excitement and affection.

     

    Said an unnamed Mumbai Indians spokesperson: “The billboards installed across the city capture the creative expressions of the spirit of Mumbai – the city of dreams which welcomes every individual to its land of opportunity. We, Mumbai Indians are a reflection of the city, its ethos and this campaign is a tribute to the warmth of the people of Mumbai in welcoming all the franchises of our IPL family.

     

    “With IPL back in India and in Mumbai, Mumbai Indians look forward to welcoming its loyal blue & gold Paltan back to the stadiums. We take pride in having one of the most passionate fan army –  the Paltan who have backed the team for a decade and more with their unrelenting energy and enthusiasm.”

     

  • Account will be serviced from the agency's Gurgaon office

    Taproot Dentsu wins mandate for Biba ethnic wear

    By Our Staff

     

    Taproot Dentsu has been awarded the creative duties for the Indian ethnic brand, BIBA. The account was won following a multi-agency pitch and will be serviced from the agency’s Gurgaon office.

     

    As per the mandate, Taproot Dentsu will create campaigns for BIBA’s ‘2022 spring-summer collection’. The focus will be on the brand’s fresh perspective on today’s woman and its commitment to providing her ample choice in terms of outfits, irrespective of the occasion.

     

    Siddharath Bindra

    Speaking of the association, Siddharath Bindra, Managing Director, BIBA said, “We are excited to partner with Taproot Dentsu as our creative partner for BIBA. They bring to the table a good mix of understanding the category and interesting creative outputs for the same. We look forward to our partnership and creating some great campaigns together.”

     

    Added Abhinav Kaushik, Executive Vice President & Head of Office, Taproot Dentsu Gurugram: “Biba is a well-established brand that every woman has seen, heard of, and at some point, shopped from. To work with such a well-entrenched brand in giving it a contemporary voice that will connect with the woman of today is both exciting and challenging. We are working closely with the Biba team for their upcoming collections and are gearing up to create a fantastic campaign for 2022.”

     

  • Again with actors Sara Ali Khan and Amol Parashar

    Zee5 launches second edition of campaign

    By Our Staff

     

    Zee5 has announced the launch of the second edition of its campaign- ‘Dekhtey Reh Jaogey’ starring Sara Ali Khan and Amol Parashar.

     

    Launching the campaign, Manish Kalra, Chief Business Officer, Zee5 said: “At Zee5, we have always aspired to democratize entertainment and provide not just quality content to our audiences but provide that at a price that majority of the viewers can enjoy it. While Zee5 has a large content library that spans across various languages, the second leg of the ‘Dekhtey Reh Jaogey’ campaign will help us exhibit our diverse content offerings, especially regional content and further our aim of deeper regionalization by making deeper inroads into the country. With the new subscription package, viewers will have access to an endless supply of compelling and binge-worthy entertainment at an annual price of Rs. 599.  As the multilingual storyteller of India and Bharat alike, we will continue to focus on entertainment inclusion by producing relatable and varied content across languages, keeping in mind the several consumer cohorts we cater to. We will keep finding technologically advanced ways to make Zee5 a user-friendly platform that consumers prefer to entertain themselves, not just in India but globally. We are delighted to have Sara and Amol joining hands with us once again in providing the best of entertainment to India at the best of prices.”

     

    Added Sagar Kapoor, Chief Creative Officer, Lowe Lintas: “Today, content has become the perfect conversation starter and enabler. Conversations are invariably peppered with references to dialogues and characters from content pieces across OTT platforms. It is the “conversation drama” that people miss out on when they miss content. We decided to build on this idea for ZEE5 to pull in their audiences, every week to watch new shows and movies, and stay above content FOMO. So, they never miss out on all the excitement on and off the screen.”

  • Partnered by Google, Colors and TheTimes of India

    Emvies to be held on March 25

    By Our Staff

     

    The Advertising Club  is set to host the Emvies on March 25. With over 1000 entries this year, the event is scheduled to be held in open air. Mumbai from 6.30pm onwards.

     

    Said Partha Sinha, President, The Advertising Club: “It’s been a long break and we at TAC are eagerly waiting to see some of the great work that has been done in the last year and hope to recognise and reward the best of the best in each category. We have a special recognition – The Young Emvie of the Year, in honour of Pradeep Guha, a stalwart and legend in the world of Media and Entertainment. With Google being our presenting sponsor this year, it’s befitting that we’re looking for innovation at the heart of everything. We are excited and ready to get the ball rolling in earnest, move the inertia of the last two years into a juggernaut of momentum and host perhaps the grandest Emvies to date. All the best to every participant, may the best work win!”

     

    On being the Presenting Sponsor, Sapna Chadha, Vice President, Marketing – India, Southeast Asia and South Asia, Google Asia Pacific, said: “We are delighted to be partnering with The Advertising Club on the most prestigious and highly anticipated media awards. At Google, we incorporate innovation and creative strategy in everything we do and we’re eager to see what the young creative minds of India have produced in the past year. It is our absolute pleasure to be a part of this legacy and hope to see some great work being recognised.”

     

  • To empower and support women to begin their financial independence journey

    HDFC Mutual Fund launches initiative for women

    By Our Staff

     

    HDFC Mutual Fund has announced an exclusive end-to-end women-led financial empowerment initiative #LaxmiForLaxmi.

     

    Commenting on the unique initiative, Navneet Munot, MD & CEO of HDFC AMC, said: “Women have always had a knack for saving money and offered unexpected support during times of adversity. However, simply keeping money in traditional instruments rarely earns enough to keep up with inflation. Thus, through our #LaxmiForLaxmi campaign, we aim to empower women to understand investment avenues better and benefit from them. HDFC Mutual Fund aspires to not only be a wealth creator but also an investment educator for every Indian, especially women, because when women are financially independent, they contribute significantly more to a strong, progressive society that is healthier and more prosperous.

  • Features in the brand’s latest marketing campaign #ChampionsKaChampion

    Neeraj Chopra to be face of Dynapar QPS Pain Reliever

    By Our Staff

     

    Dynapar QPS, a leading over-the-counter (OTC) solution for musculoskeletal pains from Troikaa Pharmaceuticals,  has signed up Tokyo2020 Olympic Gold Medalist, Neeraj Chopra, as its first-ever brand ambassador. As a part of the association, Neeraj Chopra features in the brand’s latest marketing campaign #ChampionsKaChampion, the first in a series of campaigns planned.

     

    Commenting on the association, Dr Ketan R. Patel, Chairman & MD, Troikaa Pharmaceuticals, said: “We are happy to have an athlete of Neeraj Chopra’s stature to associate with our Made in India, globally patented brand, Dynapar QPS. He has won the highest honour in his field, made India proud and has no equal amongst his contemporaries; qualities that reverberate with Dynapar QPS. Neeraj Chopra and Dynapar QPS are true champions.”

    https://youtu.be/5mAaZUz0tTU

  • Created and conceptualised 3 short films in Hindi and English

    Ogilvy partners with Swayam to address domestic violence

    By Our Staff

     

    Ogilvy India has partnered with Swayam, a Kolkata-based women’s rights organization, to launch a campaign addressing issues of domestic violence. The agency has created and conceptualised three short films in Hindi and English which has been executed by Shoojit Sircar.

     

    Said Anuradha Kapoor, Director of Swayam: “Most people identify domestic violence with physical abuse, but domestic violence takes many other forms- emotional, economic, and sexual. Sometimes it is obvious, sometimes so subtle that women cannot identify what is happening to them as violence. Through this campaign we wish to highlight these subtle and overlooked forms of violence that women face both in their parental and marital homes. These forms of violence impact women’s physical and mental health severely – women often say that wounds and scars heal, but the wounds to the heart and the mind stay forever and are far more debilitating. Our campaign also aims to reach out to women to help them recognise these forms of violence and seek help, whilst at the same time creating awareness among the larger society.”

     

    Added Piyush Pandey, Chairman Global Creative & Executive Chairman, Ogilvy India: “It requires constant effort for a long time to bring about behavioural changes. The films highlight the menace of domestic violence and provoke men to question their own behaviour. These are subtle forms of violence that violate women’s right to life.”