MxMIndia

Author: mxmadmin

  • It may seem like an outlandish suggestion as you read this, but you never know how and where the sponsorship dynamics change. Here's Dr Bhaskar Das in the May 6 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Since cricket is all about paying huge monies for rights, do you see a variant coming in soon where monies will go down if an x team doesn’t get to the finale. For instance, if there’s no MI-CSK semi/finale…?

    Bhaskar DasIt may seem like an outlandish suggestion as you read this, but you never know how and where the sponsorship dynamics change. Here’s Dr Bhaskar Das in the May 6 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. Since cricket is all about paying huge monies for rights, do you see a variant coming in soon where monies will go down if an x team doesn’t get to the finale. For instance, if there’s no MI-CSK semi/finale…?

     

    A. No chance. The success of a team and stickiness of the category (cricket in this case) are the only dominant parameters for the rights for IPL. The correct price for rights is however a matter of market forces. Since we can’t do any sensitivity analysis for the correct price, the same can emerge through the optimism quotient/ market potential estimation of the bidder.

     

  • The film throws light upon the Manyavar groom, who is ready to take equal responsibilities for his new relationship

    Kartik Aaryan in Manyavar ad

    By Our Staff

     

    Celebration wear brand Manyavar has launched a new ad film under the ‘Naye Rishte Naye Vaade’ campaign featuring actor Kartik Aaryan. The

     

    Said Vedant Modi, CMO, Vedant Fashions Limited: “At Manyavar, we have always believed in progressive communication. Through this new film, our aim is to send across the message of embracing new relationships. With Kartik Aaryan, we are confident that he will have an impeccable connect with our audiences.”

     

    Added Shreyansh Baid, Director at Shreyansh Innovations: “This ad embodies the fresh new spirit of relationships in today’s times, which are based on an equal footing and unconditional support.  Portrayed through 4 different situations that one encounters in a wedding ceremony, here is the Manyavar groom taking care of his life partner in beautifully surprising ways and standing by her through thick and thin. Naye Rishte Naye Vaade- as the ad slogan sums up, is what our Manyavar groom is all about.”

     

     

  • The new TVC features Shikhar Dhawan, Mayank Agarwal and Liam Livingstone from the IPL squad

    Hindware new TVC with IPL squad

    By Our Staff

     

    Bathware brand Hindware has announced the launch of its new campaign ‘Swag Se Refresh’. The campaign features cricketers Shikhar Dhawan, Mayank Agarwal and Liam Livingstone, all part of the Punjab Kings squad 2022.

     

    Said Sudhanshu Pokhriyal, Chief Executive Officer, Bath and Tiles Business, Brilloca: “Cricket transcends all boundaries and brings India together. Over the years, IPL has emerged as a celebration of the sport and one of the biggest cultural moments for cricket fans in the country. To further our marketing strategies, we are excited to launch the new campaign, ‘#SwagSeRefresh’ along with Punjab Kings to build an engaging connect with our audience during the IPL season 2022.”

     

     

  • A total of 15 Publisher ABBYs and 87 Media ABBYs were presented

    Media & Publisher Abby Winners

    By Our Staff

     

     

    Day One of Goafest ended with a total of 15 Publisher Abbys and 87 Media Abbys being presented. For Publisher Åbby, 5 Gold, 3 Silver and 7 Bronze were awarded and 4 entries were given a Certificate of Merit.. For Media ABBYs, 21 Gold, 28 Silver, and 37 Bronze were awarded.

     

    Lodestar UM won the Grand Prix for Mumbai Police for its campaign, ‘The Punishing Signal’

    Link to Media Abby List of Winners

    Link to Publisher Abby List of Winners

     

     

  • Mukherjee will be driving India and International Distribution for Linear TV and OTT. 

    India TV gets Republic’s Priya Mukherjee as Group Prez – Network Development

    By Our Staff
    Priya Mukherjee
    Priya Mukherjee

    The move has been doing the rounds of broadcast circles for a while, but it’s now official. On Saturday evening, India TV announced the appointment of Priya Mukherjee as Group President- Network Development. Mukherjee will drive domestic and global distribution for Linear TV and OTT.

    Mukherjee comes with over two decades of experience in broadcast distribution and marketing. She started her career with print at the the Indian Express and later moved to Discovery, Sony Entertainment Television, Network 18, Den Networks, Bloomberg Quint, Republic Media Network and GTPL. Mukherjee will report to Group CEO Vinay Maheshwari.

    Said Ritu Dhawan, Managing Director, India TV: “Priya brings to her position a series of stellar achievements and rich industry experience, which will further help us move strongly towards achieving our mission and creating new industry benchmarks.”

    Commenting on the appointment, Maheshwari added: “We are glad to have Priya on board. I am sure her rich experience of managing distribution will help India TV scale new heights”

    At Republic, Mukherjee was COO – Distribution, International Revenue and OTT and is said to have been key to the successful reach (and hence ratings) of its English and Hindi channels.

  • A soft question, one may say, but this is for the benefit of those who couldn't (or didn't want to) make it. From the one and only Dr Bhaskar Das in the May 9 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | For the benefit of those who weren’t at Goafest, the primary takeaway from the three days?

    Bhaskar DasA soft question, one may say, but this is for the benefit of those who couldn’t (or didn’t want to) make it. From the one and only Dr Bhaskar Das in the May 9 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. For the benefit of those who weren’t at Goafest, the primary takeaway from the three days?

     

    A. There are quite a few learnings from this year’s Goafest:

    1. Inner power and resilience can help navigate in VUCA environment in any field of occupation

    2. Learnings can happen at the intersections of disciplines

    3. The future of future

    4. Work and fun can coexist and need not be mutually exclusive. In fact they can be cross pollinated and provide each other impetus.

    5. Celebration of creative excellence engenders an osmosis effect on the budding talents.

  • The Leo Burnett Group was Creative Agency, Famous Innovations was runner-up

    Goafest 2022 ends with some partying, a new Creative Agency winner & some stars in the house

     

     

    By Our Staff

     

    Saturday, May 7 saw curtains drawn on the 15th edition of Goafest. The three-day fest saw several marketing and glamour stars, master classes and parties and of course awards on each of the evening. Around 1500 delegates are reported to have been in attendance.

     

    Day 3 began with Mithali Raj – Indian women’s cricket captain in conversation with Sharlene Lobo, Anchor, Mirror Now.  This was followed by a digital conclave an introductory address by Gowthaman ‘Gman’ Ragothaman, CEO, Aqilliz & Co-Founder, Web3 Marketing Association. And then there was Sandeep Bhushan, Director and Head of India GMS for Meta.

     

    Later, there was a fireside chat on Diversity, Equity & Inclusion with Rathi Gangappa, CEO, Starcom India, Dheeraj Sinha, CEO & Chief Strategy Officer, South Asia, Leo Burnett, Rohit Ohri, Chairman & CEO FCB Ulka and Suhela Khan, Country Program Manager, We Empower Asia, UN Women on the panel. Post the lunch break, actor and comedian, Aiyyo Shraddha regaled the house with her stand-up act.

     

    Later then was a session on influencers with Ranveer Allahbadia, Niharika NM, Raj Shamani, and Madan Gowri moderated by Viraj Sheth, Co-Founder & CEO of Monk Entertainment.

     

    There was also Rujuta Diwekar, Nutrition Expert and Author in conversation with Anupriya Acharya, CEO-Publicis Groupe, South Asia.

     

    The highlight A&M session of the day was by Kash Sree – Executive Creative Director / Writer who was later engaged in a Q&A by Rana Barua.

     

    The last session for the day had actor Madhuri Dixit in conversation with actor Tisca Chopra.

     

    The mastercasses through the day were conducted by Keigan Pinto, Chief Creative Officer, FCB Ulka, Amaresh Godbole, CEO, Digital Technology Business, Publicis Groupe India, Ram Cobain Creative Shop, Meta, Prakash Jha, Indian film Producer, Actor, Director, and Screenwriter in conversation with Mayank Shekhar, journalist and film critic. The last of the masterclasses on YouTube Shorts by Google.

     

    At the Creative Abby, a total of 32 Video Craft ABBYs, 2 Radio Craft ABBYs, 29 Branded Content ABBYs, 13 Brand Activation & Promotion ABBYs, 4 Diversity ABBYs, 17 OOH ABBYs including 1 Grand Prix, 19 Still Print and Still Craft ABBYs, 4 Still Digital ABBYs, 20 Audio Visual TV/Cinema ABBYs, 41 Audio Visual Digital ABBYs, 1 Young ABBY, 2 Red ABBYs, 11 Integrated ABBYs and 3 Green awards ABBYs were handed out to deserving winners.

     

    Speaking about Goafest 2022, Anupriya Acharya, President – Advertising Agencies Association of India (AAAI) said, “Goafest 2022 had an electrifying start by celebrating the superpower within. It has grown to become the magnum opus event for the industry. With meaningful sessions and evenings filled with entertainment and fun, the last 3 days of the festival and the ABBYs, truly celebrated excellence and creativity, making Goafest a unique and enthralling experience. I would like to thank everyone who has contributed towards making Goafest 2022 a huge success with their encouragement and moral support. I’d also like to congratulate all the participants and winners in making the ABBYs’ an eventful evening at all three days.”

     

    On awarding the ABBYs at Goafest 2022, Partha Sinha, President – The Advertising Club said, “Goafest has once again proven itself to be an extravaganza that brings together the entire media and creative fraternity. Reinvigorating Goafest after a break of two years was a challenge that we successfully sailed through. After months of dedication and relentless work by the AAAI and The Advertising Club teams, bringing international jury and the enthusiasm witnessed from all has resulted into yet another marvellous festival this year. Our collaboration with The One Show this year proved to be a game changing proposition, making the ABBYs’ even more aspirational. I would like to extend my heartfelt congratulations to all the winners and also thank the jury for their meticulous and fair evaluation that makes Abby Awards more globally recognised.”

     

    Added Jaideep Gandhi, Chairman, Goafest 2022 Organising Committee: “After two difficult years, Goafest 2022 came together to celebrate the true essence of happiness and cheer amongst the industry. Over the last three days, not only did we witness some of the best speakers deliver insightful and encouraging talks, we also witnessed stories of empowerment and futuristic innovation. We also saw some of the brilliant creative minds engage and interact with each other, reiterating the true spirit of the festival. I’d like to congratulate each and every one for their incredible win.”

     

    Said Rana Barua, Chairman, Abby Awards Governing Council 2022 & Vice President of The Ad Club: “As we come to the conclusion of Day 3 and of Goafest 2022, I would like to take this opportunity to thank all the speakers and delegates for taking out time in to make the conference and the awards a great success. This year, we have witnessed an overwhelming response in terms of participation but what is heartening to note is that agencies are making their presence felt, showcasing some brilliant work.”

     

  • Here are the winners of the awards presented on Day 2 of Goafest 2022

    Abby Awards – Creative + Digital/PR/Direct++

     

     

     

    Direct ABBY Awards

     

    Digital ABBY Awards

     

    Digital craft ABBY Awards

     

    Design ABBY Awards

     

    Design craft ABBY Awards

     

    Broadcaster ABBY Awards

     

    Technology ABBY Awards

     

    PR ABBY Awards

     

    Mobile ABBY Awards

     

     

  • Here are the winners of the awards presented on Day 3 of Goafest 2022

    Abby Awards – Creative + Young/Green/Red Abby

     

     

    BRAND ACTIVATION & PROMOTION ABBY Awards – 2022

     

    AUDIO VISUAL TV / CINEMA ABBY Awards – 2022

     

    AUDIO VISUAL DIGITAL ABBY Awards – 2022

     

    YOUNG ABBY Awards – 2022

     

    VIDEO CRAFT ABBY Awards – 2022

     

    STILL PRINT ABBY Awards – 2022

     

    STILL DIGITAL ABBY Awards – 2022

     

    STILL CRAFT ABBY Awards – 2022

     

    RED ABBY Awards – 2022

     

    RADIO AND RADIO CRAFT ABBY Awards – 2022

     

    OUT OF HOME / AMBIENT MEDIA ABBY Awards – 2022

     

    INTEGRATED Awards – 2022

     

    GREEN ABBY Awards – 2022

     

    DIVERSITY, EQUALITY AND INCLUSION ABBY Awards – 2022

     

    BRANDED CONTENT & ENTERTAINMENT ABBY Awards – 2022

     

     

  • Ah, well, that was the question many were asking at Goafest last week, but after reading what our Wizard with Word has written, one may think twice about the sentiment. Here's Dr Bhaskar Das in the May 10 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Having attended Goafest last week, do you think a Madhuri Dixit session was better than say lessons from a marketing guru of the corporate world?

    Bhaskar DasAh, well, that was the question many were asking at Goafest last week, but after reading what our Wizard with Word has written, one may think twice about the sentiment. Here’s Dr Bhaskar Das in the May 10 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. We asked you the Glamfest question last week, but having attended the sessions, do you think a Madhuri Dixit session was better than say lessons from a marketing guru of the corporate world?

     

    A. Human proclivity for linearity of perspectives in a world that is non-linear is a comfort-seeking phenomenon. So in an A&M event, it is axiomatic that only a marketing guru is eligible for delivering a lecture and not a film celebrity. Can’t it be ‘both’?  A celebrity was not made in a day. He/she/they have honed their craft and earned their audience’s acceptance through outstanding performance. If we consider a celebrity as a brand, then advocacy and allegiance/ loyalty are a sign of excellence. So, when one listens to the celebrity, one not only learns but also gets inspired by the brand’s journey. Incidentally, there were sessions on metaverse and workshops on craft-based topics (mentioned the same in case you had missed it).

     

  • Asia Pacific is critical to the future growth of Dentsu

    Dentsu APAC promotes nextgen leaders

    By Our Staff

     

    Dentsu Asia Pacific has announced the promotions of Sharan Jaswal to General Counsel APAC, Luke Speers to Chief People Officer APAC, both effective April 1 and Paul Koppelman to Chief Financial Officer, APAC effective May 1.

     

    Said Wendy Clark, Global CEO, Dentsu international: “Asia Pacific is critical to the future growth of dentsu and our clients. I am delighted to see the promotions of three executives in the region, bolstering the existing team with exceptional people who have grown through our organisation.”

     

  • Explores the gap between current practice and measurement standards available

    Marketers differ on metrics of live events: Elevate Research Findings

    By Our Staff

     

    Global staffing partner for brand experiences, Elevate, commissioned a Censuswide survey of 500 brand decision-makers across the UK, USA, Austria, France and Germany, to understand the metrics that matter to marketers around event activations, and whether they currently have the same understanding of event effectiveness as other marketing activities.

     

    By encouraging event marketers to be more demanding in terms of measurable KPIs and evaluated ROI, Elevate hopes its findings will be a gamechanger for reporting in the events sector.

     

    Most valuable KPI metrics: The highest interest is in Net Promoter Score (NPS), Total Purchase Value (TPV) and Visitor Satisfaction Score – data points rarely collected at events.  On a country basis, NPS is most valued by the UK as a KPI (29% versus overall 25%). A third (33%) of marketers across the UK favour brand preference score (versus competition) as the most important of KPIs. This is in comparison to other key metrics such as event footfall (20%) and visitor satisfaction score (21%).

     

    For larger companies with over 5000 employees, ROI, brand recall score and total purchase value are the most important to them at 50% respectively.

     

    Digging into sector-specific trends, retail brands care most for TPV at 47.3%, suggesting that generating immediate sales and optimising the value of these transactions is what is most important to retailers. Whereas for FMCG, it’s the brand preference score that matters the most, at 47% –  as most people buy from FMCG brands they prefer, or already know about, so metrics relating to retention or persuading customers to switch are all important.

     

    The value of proving face to face interaction is particularly high for Brits in the tech sector – 67% of those in tech in the UK valued this metric most highly versus 30% in tech across regions.

     

    Said Ed Wood, CEO at Elevate: “It’s clear that there is little industry alignment in terms of how events should and can be measured. Whilst allowing for every event working to different goals, it’s clear that there is room for greater understanding of what’s possible in event measurement across the board.  This is why it was important for us at Elevate to create Impact, a technology platform that enables events, both online and in-person, to be quantitatively measured through the power of live data, offering marketers access to new insights that are being captured for the first time. We have seen it work with clients such as the UK government, and we are now looking forward to a time where data collection at all levels of an event becomes more targeted and receives the investment and focus it merits.”