MxMIndia

Author: mxmadmin

  • At the Advertising Club EMVIE Awards

    Wavemaker & HUL win big at Emvies 2022

    By Our Staff

     

    Pradeep Guha trophy for Young EMVIE Of The Year
    Pradeep Guha trophy for Young EMVIE Of The Year

    Media agency network Wavemaker pipped sibling Mindshare to be Agency of the Yeat the Emvie Awards held on Friday, March 25. The 22nd edition of the coveted Emvies happened in Mumbai with much fanfare and a full house. Hindustan Unilever was Client of the Year.

     

    The Advertising Club (TAC), this year, received 1054 entries with around 25 agencies participating. There were over 1200 professionals in attendance as 26 Gold and 51 Silver Emvie trophies being presented in addition to 42 Bronze Winners receiving recognition.

     

    Wavemaker Is The Media Agency Of The Year
    Wavemaker Is The Media Agency Of The Year

    Wavemaker with 395 points was ‘Media Agency of the Year’ and it also bagged the coveted the Grand Emvie for Mondelez India for the Cadbury Celebrations – Not Just a Cadbury Ad (Best Response to Covid 19). Mindshare with 375 points stood second and Lodestar with 160 points stood third.

     

    Hindustan Unilever Limited was declared ‘Media Client of the Year’. The Best Implementation Team of the Year award went to Wavemaker for Mondelez India Food Pvt. Ltd for Cadbury Celebrations  – Not Just a Cadbury Ad Google, the Presenting Sponsor, instituted special recognition for work done in the area of Inclusion. The campaign that backed the honour was McDonald’s  – Eatqual – One Bite Closer to Equality by DDB Mudra.   This will be a regular category in the EMVIE entry form from the next year.

     

    Hindustan Unilever Limited Is Best Media Client Of The Year
    Hindustan Unilever Limited Is Best Media Client Of The Year

    The Times of India Group instituted the Pradeep Guha trophy for the category Young Emvie of the Year.  The Pradeep Guha trophy was presented on stage by Partha Sinha, President, actor Dia Mirza, and Papia Guha wife of the Late Pradeep Guha.

     

    Said Aditya Swamy, Chairperson Of Emvie’s Organising Committee: “It is the privilege of the The Ad Club to shine the light on the best work in our industry and it is our endeavour through our award shows to inspire our community to keep raising the bar.”

     

    Added Partha Sinha, President, The Advertising Club: “It’s great to be back on the ground. The energy was infectious and the agency and clients had an excellent time celebrating the spirit of excellence. The winners were not only just best in class in India but they were of global standard. No wonder Emvies is called the Oscar of media awards.” said

     

  • IPL continues to be a TV-first property; however engagement on digital is higher

    Havas Media Group India’s Hi-Cricket 2022 report out

    By Our Staff

     

    Havas Media Group India has partnered with YouGov, a global research and analytics agency, for its syndicated study that helps advertisers measure the impact of their ads during the Indian Premier League (IPL) 2022. The study helps establish the efficacy of IPL as a platform when it comes to influencing mind measures and also answers one of the most critical questions that advertisers have today: the role of premium buys on brand health.

     

    Said Deepa Bhatia, General Manager, India, YouGov: “The Hi-Cricket research that YouGov India conducts annually in partnership with Havas Media Group India has become one of the most pivotal research exercises for us. Hi-Cricket provides an in-depth, customised look into the coveted Indian Premier League (IPL) as an advertising and sponsorship vehicle and is an invaluable tool for brands and marketers to understand how the tournament delivers on their marketing objectives. This is critical given the exponential growth in investment that’s pumped into this cricketing extravaganza by brands, which has in fact made the IPL the biggest platform to create long-term brand image and value. IPL 2022 is coming back with it’s the first season in an endemic world. This study is designed to deliver valuable insights into a post-Covid world, within Havas’ Meaningful Brands framework.”

     

    Commenting on the study, Sanchita Roy, Head of Strategy, Havas Media Group India, added: “Hi-Cricket 2022 is in alignment with our philosophy of ‘Meaningful Media’ – fundamentally, this means media that is trusted, engaging and influential – and YouGov’s Cube philosophy (people, time and variables). The recent study tracks the impact of IPL 2022 on brand metrics in the endemic world as people have finally come out of isolation. IPL is all about community building and enjoying the sports league with family and friends, so sentiments surrounding it are undoubtedly high. Involvement with IPL goes far beyond the actual matches as there are peripheral properties including Fantasy Leagues and Gaming that ensure high engagement of viewers thereby making it the best choice for brands to connect with the audience. This makes Hi-Cricket a real time solution that consistently and accurately measures and monitors brand trends based on key indicators. It helps us identify the most Meaningful Brands and drive Meaningful Conversations with our clients as we help them understand the overall impact of their association with the IPL.”

     

  • 2021 got our Sporting Nation back to a billion-dollar scale with a 62% growth over 2020

    Sports Industry spends surpassed INR 9500 CR in 2021: GroupM ESP’s Sporting Nation Report 2022

    By Our Staff

     

    GroupM ESP, the entertainment, esports and sports division of GroupM India, has released the sports sponsorship report for India 2021. The size of the Indian sports industry spends is estimated to have surpassed INR 9500 Cr in 2021. The 9th edition of Sporting Nation in The Making, GroupM ESP’s sports report takes into consideration the sponsorship spends, player endorsements and media spends on sports properties.

     

    With INR 6018 Cr, Sports Adex surpassed 2019 levels in both TV and digital. Cricket yet again, remains the most popular sport, accounting for 94% of the sports AdEx. The media spends on cricket in 2021 was higher (INR 5657 Cr) than the overall media spends of 2019 (INR 5232 Cr). The spending on sports celebrity endorsement grew by 11% year-on-year in 2021. A total of 444 brand endorsement deals have happened in 2021, with cricketers accounting for 318 endorsement deals and 87% of total brand endorsement value. The Olympic Year of 2021 increased Emerging Sports Athletes’ endorsements by 79%, accounting for 13% of the overall brand endorsement value.

     

    Prasanth Kumar
    Prasanth Kumar

    Said Prasanth Kumar, CEO – GroupM South Asia: “2021 was a year of a major comeback for the sports industry. Not only in sports but we saw growth in sponsorships, endorsements, and media expenses in 2021. This year will also be a good re-start point for brands to invest in sports properties since sports will see a rise and will in-turn deliver ROI to brands. Apart from this, we even saw esports gaining significant traction and there was a major rise in the number of gamers in the country. Properties like PKL, ISL, etc. are also seeing a major rise in followers which goes to show that India is heavily invested in overall sports from an interest and inquisitiveness standpoint. As for cricket, we are seeing a growing interest by Foreign private equity giants investing in Indian cricket which is proving that Cricket will continue seeing a huge surge in India and with 2021 getting cricket back on track, we are seeing 2022 racing ahead, aiming to cross INR 10,000 Cr mark.”

     

    Vinit Karnik

    Added Vinit Karnik, Head – Sports, Entertainment and Esports, GroupM South Asia: “India as a Sporting Nation has finally arrived, overcoming all barriers brought in by the pandemic. Cricket being the hero of India, contributed 88% of the sports spends. IPL and T20 WC boosted the sports AdEx growth. We also saw emerging sports contributing 12% on the overall sports  spends. The media spends in 2021 were the biggest contributors, who accounted for almost two-thirds of all sports industry spending. While sports celebrity endorsement was on the rise in 2021, Virat Kohli, MS Dhoni, Rohit Sharma, Neeraj Chopra and PV Sindhu are the top athletes in the sports celebrity brand endorsement space. 2022 will be an exciting year with the Asian Games, FIFA World Cup, Premier Badminton League, and many more properties coming up, and the fans are in for a treat. The sports arena is an exciting drive ahead from the fanbase lens and the business lens too and we have a host of opportunities in the Indian sports industry.”

     

  • We couldn't not have followed up our question of yesterday with this one. So here's Dr Bhaskar Das in the March 29 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | If you had to send new BARC chairman Shashi Sinha a string of text messages as advisories, what would they say?

    Bhaskar DasWe couldn’t not have followed up our question of yesterday with this one. So here’s Dr Bhaskar Das in the March 29 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. Further to our question on Shashi Sinha taking over as Chairman, BARC, if you had to send him a string of text messages as advisories, what would they say?

     

    A. I don’t have the expertise to send any advice to a giant in the media and entertainment space like Mr Sinha (like a colossus of Rhodes)… beyond: may the force be with you to set new standards of all metrices to facilitate better quality of decision-making by marketers.

     

  • Targets different consumer segments

    Sideways shoots 12 films for Meesho online

    By Our Staff

     

    Meesho, the online shopping marketplace,  has launched its latest campaign – ‘Arrey Waah!’

     

    Said Lucky Saini, VP & Head of Brand-Meesho:  “The inspiration of this campaign is Meesho’s mission to democratize internet commerce for everyone in India and the joy every shopper experiences when they can own what they desire”. IPL is India’s favorite sports entertainment event that presents an opportunity to tap into a newer and larger customer base, by showcasing how Meesho is driving accessibility and elevating customers’ online shopping experience. The objective of the campaign is to create an ‘Arrey Waah’ moment in the minds of the consumers by showcasing the discovery of the desired products at unheard of prices. The campaign underlines how Meesho is solving for the value seeking aspirational India.”

     

    Added Abhijit Avasthi, Co-founder, Sideways: “Meesho has set out to delight Indians across geographies and pop strata in an unprecedented manner. They truly want to democratize ecommerce. With the ‘Arrey Waah!’ campaign we hope to capture this joy that millions of people will experience thanks to Meesho. I believe the simplicity, the relatability and the level of localisation will build affinity with people everywhere. I think this is also the first time when a trio of A- list Directors – Rajesh Krishnan (Soda Films), Prashant Issar (Tubelight Films) and Ryan Mendonca (Bang Bang) – have come together as a team to partner with a brand and an agency to execute something at this scale.”

     

  • If the few independent voices like The Reporters' Collective and The Morning Context set up petty skirmishes, we are sunk, rues Ranjona Banerji

    A spat that went too far

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiThe Reporters’ Collective did an amazing series of investigations into political ads on Facebook recently. Published by Al Jazeera, the series showed with relevant data and responses, how the BJP’s ads were given preference by both being pushed ahead of the others and by large discounts. The investigations also revealed how a Reliance-owned company, NEWJ, was an integral part of this pro-BJP exercise.

     

    The links between the BJP and Facebook are known by now. As are links between Facebook and many rightwing political organisations across the globe. This particular series further cemented the relationship, with additional proof.

     

    The truth is that there is enormous jealousy and one-upmanship in the arena of journalism. Regardless of the rest of the world referring to “the media” as if it was one large amoeba, the media is a group of bacteria all in competition. And then you have journalists themselves, all jostling for the same information. Rivalries within the same newsroom can be as intense as between newsrooms.

     

    And yet, it’s hard to understand the argument that broke out between The Reporters’ Collective (TRC) and The Morning Context (TMC) over this series. Like TRC, TMC is also a group of journalists with a preference for quality investigative journalism. It is a digital platform, and has done some excellent work.

     

    I personally know neither but I admire the work of both.

     

    What I’ve understood is this. TMC felt that there were some inconsistencies in TRC investigation and/or that TRC had misunderstood/misrepresented the data. An email for clarification was sent by TMC to TRC. TRC replied. However, TMC went ahead with its newsletter on the investigation without using the information it had been sent.

     

    This irked TRC which then revealed the string of communication and dismissed TMC’s responses as “entertainment”.

     

    Within the little media arena this “battle” escalated with name-calling and calling out and various takes on who should have, did not, should not and all that.

     

    Initially, it looked like a spat that went too far. TRC appeared to have overreacted and TMC could well have waited to include the responses it had asked for. Ego and dismissiveness?

     

    Jealousy?

     

    Sadly, from the outside, it looks as if TMC’s analysis of the TRC report appeared to absolve Facebook of culpability or even worse, use that pathetic excuse trotted out by old journalists who have to prove they know more than everyone else: everyone does it or it has happened before.

     

    The TRC series was one more in a chain of evidence against Big Tech. You have to live in a lightless, soundless, impenetrable silo if you are unaware that Facebook – and all such controlling digital platforms – have already created massive damage to democracy.

     

    Why TMC should decide to give the impression that they need to defend the BJP and Facebook is an intriguing point. Because that’s the impression its reaction gives. A bit like a 50-word edit from The Print. To me, that overshadows the disrespect shown by the TRC to the journalists at the TMC. We in the media – as rivals and as a community – share an enormous responsibility in allowing rightwing propaganda to dictate our lives and to attack the very foundations of our democracy. We all know that the worst culprits are massive names within the media, backed by large industrial groups. If the few independent voices now set up petty skirmishes, we are sunk.

    https://www.scribd.com/document/566564639/The-Reporters-Collective-Response-to-The-Morning-Context

    https://themorningcontext.com/internet/al-jazeeras-non-expose-on-facebook-googles-billing-shift

     

    **

     

    Already people are taking sides. The parallel to the incident at the Oscars, where Will Smith slapped Chris Rock for making fun of his wife is unavoidable. So much he shouldn’t, no he shouldn’t, no there’re history, no why does that matter, no violence is bad but so are insults…

    https://www.bbc.com/news/entertainment-arts-60909487

     

    The consequences of our local squabble however are far worse for India and its media.

     

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

     

  • Will focus on accelerating the agency's expansion across key business lines

    Harsh Shah is Managing Partner, Webchutney

    By Our Staff

     

    Harsh Shah
    Harsh Shah

    Dentsu Webchutney, the digital creative agency, has promoted Harsh Shah, erstwhile Executive Vice President (EVP), to the role of Managing Partner.

     

    In his new role, Shah will report into Sidharth Rao, CEO, DentsuMB Group, and will focus on accelerating the agency’s expansion across key business lines.

     

    Sidharth Rao
    Sidharth Rao

    Commenting on the elevation, Rao said: “Harsh has risen through the ranks over the decade that he has spent at Dentsu Webchutney. He is a testament to the agency’s unique history of consistent homegrown leadership. I have no doubt that he is the right choice to unlock Webchutney’s exciting new phase of growth, as a key part of the wider Dentsu Creative brand. With his proven record of growing people, businesses, and culture at the agency, Harsh is poised to accelerate our creative and business ambitions.”

     

  • Joins the IPL 2022 brandwagon

    Mullen Lintas wins communication partner for KKR

    By Our Staff

     

    Kolkata Knight Riders (KKR) has appointed Mullen Lintas as its communication partner for the cricket team’s creative mandate for Tata IPL 2022. The creative agency will be responsible for delivering the campaign idea for the latest IPL season.

     

    Speaking on the partnership, Binda Dey, CMO, Kolkata Knight Riders said: “KKR fans have always been the focus of our campaigns. We are fortunate to have one of the biggest fan communities that passionately root for the team. Our new campaign for this game season, designed by the Mullen Lintas team, aims to capture the frenzy and love our fans have always shown us unconditionally. We look forward to watching our fans cheer us on as they always have and have a great season together.”

     

    Priya Balan
    Priya Balan

    Commenting on the association, Priya Balan, Executive Director, Mullen Lintas added: “IPL is as much about the franchises and players as it is about fans. The game is incomplete without the latter. Teams thrive on fans’ love and enjoy a sense of responsibility towards them. IPL is a shared space between the team’s players and their fans. Being the year of change and induction of new team members, our campaign for KKR seeks to strengthen and widen this beautiful bond with its large community of fans.”

     

  • The campaign contemporises the song Baar Baar Dekho for oil free skin

    82.5 creates film for Himalaya Facewash

    By Our Staff

     

    The Himalaya Drug Company has launched a new campaign for its Fresh Start Facewash. The campaign contemporises the fun 1960s song, Baar Baar Dekho, to underline this repeated interruption – checking for oiliness on skin.

     

    Said Rahul Panchal, General Manager Marketing – Face Care, The Himalaya Drug Company: “’Oil-clear’ is a key consumer-benefit segment within Face Wash category. Being the leader in overall face wash, we wanted to resonate with the recurring oily skin problem of teenagers and offer them the effective solution in Fresh Start Lemon Oil Clear Face Wash. The film exhibits efficacy of the product rooted in nature & science and talks to our potential consumers in an engaging manner.”

     

    Added Sumanto Chattopadhyay, Chairman and Chief Creative officer, 82.5 Communications India: “Hazar baar dekho. It’s the mantra of the young woman who’s at that age when looks are so important and oily skin is a constantly recurring annoyance —making mirror-gazing a bit of an obsession. That’s the story of our latest ad for Himalaya Fresh Start Face Wash, expressed in the form of a light-hearted musical.”

  • Actor captures the spirit of  boat racing in Kerala

    Samantha Ruth Prabhu stars in the new Munch TVC

    By Our Staff

     

    Munch has rolled out its latest advertisement campaign featuring actor Samantha Ruth Prabhu. The new campaign, is shot in the beautiful backwaters of Kerala.

     

    Commenting on the launch of the campaign, Rupali Rattan, Head – Confectionery Business, Nestlé India said, “Munch has always encouraged our consumers to overcome any doubts and inspired them to put forth their best self. This film uses the setting of the beautiful local boat races to bring this truth to life in a grand yet enjoyable, relatable way.”

  • Enabling advertisers to reach Samsung Connected TV households

    Samsung Ads partners with MiQ

    By Our Staff

     

    MiQ, the programmatic partner for brands and agencies, announced its partnership with the Samsung Ads DSP (demand-side platform) to bolster the reach of its solutions and video campaigns across Samsung’s current device ecosystem.

     

    Siddharth Dabhade
    Siddharth Dabhade

    Commenting on the partnership, Siddharth Dabhade – MD, MiQ said: “We are thrilled to partner with Samsung to be a trusted partner in helping advertisers to buy smarter, focussed, impactful solutions, enabling a superior return on their investment. We are constantly building innovative solutions to empower our clients with accurate data sets and intelligence. The opportunity to partner with Samsung Ads across its TV platforms provides us with an extraordinarily unique position in the market as we now have the ability to analyse the impact of current TV campaigns. We are confident of forging more such partnerships to help organisations extract optimum benefits from their advertising spend.”

     

    Added Prabhvir Sahmey – Senior Director (India & South East Asia), Samsung DSP: “We look forward to working closely with MiQ, a company known to combine industry knowledge with excellent technology and analytics solutions. Global brands can now have widespread reach across device platforms. It is now for the first time that along with MIQ; we are able to bring deep TV insights programmatically via the Samsung DSP.”

     

  • Launches campaign for faster and simpler access of B2B BNP

    Sunil Gavaskar roped in as brand ambassador of Actyv.ai

    By Our Staff

     

    Actyv.ai, an artificial intelligence (AI) powered enterprise software-as-a-service (SaaS) platform, has rolled out its first-ever ad campaign featuring Sunil Gavaskar.

     

    Commenting on their first ad campaign, Raghunath Subramanian, Co-Founder, Global CEO and Executive Chairman, Actyv.ai, said: “We are extremely excited to have the original Little Master and the voice of Indian cricket, Sunil Gavaskar, as the brand ambassador of Actyv.ai. Just as Mr Gavaskar played a crucial role in positioning the Indian cricket team on the global stage in the 1970s and 80s, it is our endeavour to take our B2B BNPL platform global in the next few years.”

     

    Added Shrenik Gandhi, CEO and Cofounder, White Rivers Media, the company that produced the ad films: “It has been a pleasure associating with Actyv.ai. With this campaign, we are glad we could be a small catalyst to their vision of empowering the B2B ecosystem with the power of BNPL marrying AI.”