MxMIndia

Author: mxmadmin

  • With 4Dots Production…

    Optiminastic forays into entertainment

    By Our Staff

     

    Digital marketing agency Optiminastic Media has announced the launch of 4Dots Production, am OTT production house. 4Dots Production will work closely with OTT, digital and social media platforms to Web Shows for millennials.

     

    Said Akshae Golekar, Founder aof Optiminastic Media: “Over the last four years, Optiminastic Media has had an interesting journey dotted with many milestones across the internet marketing industry. The OTT sector in India and globally is filled with opportunities and keeping this in mind, and with the intent of becoming a significant part of this sector, we have launched 4Dots Production as a production house that will innovate, design and create shows specifically for OTT and digital platforms. There currently is a dearth of production houses that create such content and we believe that with the right partners by our side, we can bridge this gap. We have partnered with some of the industry’s most talented people and will work closely with them as we embark on this new journey.”

     

    For its maiden project, 4Dots Production has partnered with director Arbaaz Afzal, DOP Nawaraj Thapa, Executive Producer Ganesh Kharal, Associate Director Aradhya Mahashilkar, and Writer Siddharth Goyel.

     

  •  The agency will handle the traditional media and digital media mandate for the client including TV, print and online video media buying and planning. The account was won in a multi-agency pitch

    Madison wins Media AOR of Ki Mobility

    By Our Staff

     

    Madison Media Omega, a unit of Madison World, has been appointed Media AOR for Ki Mobility. The agency will handle the traditional media and digital media mandate for the client including TV, print and online video media buying and planning. The account was won in a multi-agency pitch.

     

    Said Narasimhan Eswar, CEO, Ki Mobility Solutions Pvt Ltd on associating with Madison: “We are delighted to have Madison on-board as our Above-the-Line media partner. We believe that Madison with its incredible scale and talented personnel will add substantial value to Ki’s future plans to pioneer explosive growth in the Indian automotive aftermarket”.

     

    Added Dinesh Rathod, CEO, Madison Media Omega:“We are very excited by Ki’s vision and plans to revolutionize the Indian automotive aftermarket and we are delighted to partner Ki Mobility and help make it a preferred destination for all vehicle owners.”

     

  • We love doing it with festivals and assorted observances so why not ask our Wizard with Words to give us his learnings from the performance (or lack of it) in IPL 2022?! Here's Dr Bhaskar Das in the May 23 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | The favourites tumbled out, newbies are shining. Takeaways or lessons from the IPL 2022 held thus far?

    Bhaskar DasWe love doing it with festivals and assorted observances so why not ask our Wizard with Words to give us his learnings from the performance (or lack of it) in IPL 2022?! Here’s Dr Bhaskar Das in the May 23 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. The favourites tumbled out, newbies are shining. Takeaways or lessons from the IPL 2022 held thus far?

     

    A. Hindsight is a great science, as they say. One can indulge in armchair comments as an expert (masquerading as analysis) but to play in the midst of summer isn’t so easy. In any clash of strategies, conclusions of a spectator are the easiest to arrive because s/he doesn’t face the game with all its imponderables.

     

    Having said that, since you expect an answer to your question, here is a generic response:

     

    1. The performance of the two teams which won IPL nine times (out of 15) was really sub-optimal. I wonder if success has a built-in learning disability and after repeated success, hubris (overconfidence on the so-called “success formula” ) can get the better of a perpetually positive paranoia attitude. In cricket, the new batter on the crease always takes a fresh guard, before starting an innings. I wonder why it’s not taken for every IPL season, as no one can take a patent on perpetual success.

     

    2. The new teams had nothing to lose. They dared to experiment. They took risk. Due to their hunger to excel, the team played collectively as a unit. So. the attitude of a David can work while fighting Goliaths.

     

    3. In T20, how one plays on a particular day is very critical. One can’t rest on the laurels of the previous match. It’s critical to treat every match as Day 1 as Jeff Bezos does at Amazon as a philosophy. (Staying in Day 1 requires one to experiment patiently, accept failures, plant seeds, protect saplings and double down when you see customer delight).

     

    4. I think the strategic preparation should start from the auction day, if not earlier. The wisdom of stars, when not collective, can have lopsided consequences.

     

     

  • The film was produced by EarlyMan Films and Karan Malhotra composed the music for the film

    New Cred ad stars Ravi Shastri

    By Our Staff

     

    Cred, the fintech company, has unveiled another offbeat brand ad film. This time it features Ravi Shastri. Shastri has been a cricketer, coach and commentator and with this new ad film the former Indian all-rounder shows us that he is not only the life of the party, but the party follows him wherever he goes!

     

    The film was produced by EarlyMan Films and Karan Malhotra composed the music for the film.

     

    Said Kunal Shah, Founder Cred: “At Cred, we are constantly working to enhance members’ experience to make it more engaging, frictionless and rewarding. With new design philosophy, gamified rewards constructs, best offers and high value jackpots, we are consolidating our message of rewarding the right financial decisions and the privileges that come by being a member of the Cred community.”

     

  • In English, Hindi, Tamil, and Telugu

    Sony to air French Open in 4 languages

    By Our Staff

     

    Sony Sports Network (SSN) is going multi-lingual in the live airing of the French Open (aka Roland-Garros) which started yesreday. This is the first year that SSN will be showing the Grand Slam event and the broadcaster is going all out with the live coverage of the event in English, Hindi, Tamil and Telugu.

     

    Said Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India: “Sony Sports Network has been a premiere destination for tennis fans in India and with Roland-Garros 2022 we intend to bring the best of the international tournaments to a larger audience base across the country. We are proud to announce that for the first time in India, the Roland Garros will be broadcast in four languages, English, Hindi, Tamil, and Telugu. Our viewers will be able to watch the tournament in a language of their choice. The tournament has also received a great response from advertisers with nine brands on board and more in the pipeline.”

     

  • To highlight their robust indoor network

    Platinum Outdoor launches campaign for Vi

    By Our Staff

     

    Platinum Outdoor, a unit of Madison World, launches an out-of-home hyperlocal campaign for Vi or Vodafone Idea Limited to highlight their enhanced 4G experience and strong indoor coverage. With this campaign going live, Vi has reached every corner of Delhi/NCR with strong indoor network coverage.

     

    Said Arvinder Sachdev, Operations Director, North, Vi: “We invite all pre-paid and post-paid mobile phone users in New Delhi & NCR to experience a superior, upgraded indoor 4G experience on the Vi network. Over the past year, we have undertaken numerous initiatives to improve our 4G coverage in the circle as well as to strengthen our indoor coverage even in congested areas in the National Capital. Customers can choose from a variety of plans that allow everyone in the family to do more and get more with Vi’s 4G network. Throughout our efforts to achieve 5G readiness, we remain focused on providing the best technologies, products, and services to keep delighting our customers.”

     

    Added Dipankar Sanyal, CEO, Platinum Outdoor and MRP: “Vi checks all the boxes for a stellar outdoor campaign. It has been an exciting experience for our teams to plan and execute such a large campaign. The campaign has already had a tremendous impact on the brand.”

     

  • Okay, perhaps we were over-reacting but there were a few souls who did feel that the jibe was unnecessary. So we asked Dr Bhaskar Das the question for the May 24 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | In the Cred ad, Ravi Shastri says the one thing he hates about modern cricket is talking to journalists. Jest, in line with the Cred ads? Or a below-the-belt jibe at the news frat?

    Bhaskar DasOkay, perhaps we were over-reacting but there were a few souls who did feel that the jibe was unnecessary. So we asked Dr Bhaskar Das the question for the May 24 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. In the Cred ad, Ravi Shastri says the one thing he hates about modern cricket is talking to journalists. Jest, in line with the Cred ads? Or a below-the-belt jibe at the news frat who’ve always backed the sport?

     

    A. I have always noticed that Cred advertisements are a tad quirky. It brings a smile to one’s face and most importantly one remembers the ad. That’s the creative liberty the client might have taken to make the ad noticed/ memorable and deliver results. The very fact you have asked the question shows that the ad has got your attention.  Coming to the below-the-belt jibe, I can empathise with your feelings. But treat it as a humorous creative rendition and nothing more than that. The quirky-ness fits well with the protagonist of the advt. I am aware that globally tolerance to humour has been dwindling for some time. But as evolved individuals, we should be intellectually magnanimous to treat it as an advertisement only and not consider it as a derogatory comment on any profession.

     

  • Our friends in news television keep digging new depths, writes Ranjona Banerji

    Ranjona Banerji: Government propaganda officially or unofficially on news channels

    Ranjona BanerjiBy Ranjona Banerji

     

    Anyone here old enough to remember Films Division news reels from the 1970s? Shown before every movie? Luckily in those days, popcorn and wafers – standard cinema fare, apart from the exotic stuff like samosa, chicken sandwiches and various patties – came in closed packets. So, you were not tempted by wafts of buttery yumminess which you had to hold carefully as you watched Indira Gandhi or Morarji Desai visit one more coal plant, open some new facility or fly off somewhere.

     

    Later, when TV reached parts of India not called Delhi, Doordarshan News took over this role. Because there was only one channel, the live telecast of Wimbledon final was often interrupted by the news where you watched some prime minister inaugurate something.

     

    Now, all these government propaganda roles have unofficially, or maybe it’s officially, been taken over by private news TV channels. The Prime Minister sat in a car, got on a plane, got flown by a pilot, landed in another country, walking down the stairs of the plane, wore a mask, sat in another car, met some people…

     

    I write this blandly. Imagine for yourself the drama, the breathlessness, the excitement, as our propaganda pundits reach orgasmic joy: “Is that Him? Has Modi ji finally taken one step out of the plane? Is that a new dupatta? OMG! Can you feel the josh! The whole of (Name of Any Country) is here to greet him at the airport! All Indians in (Name of Any Country) are here to dance for Modi ji! Modi ji is the World Leader!”

     

    And so on.

    Actually, I take back what I said about those boring news reels. In keeping with the style of the times, the commentary was formal and matter of fact, much as the “news” itself was missing. So, you could snooze or dream of Dharmendra in a miniskirt or Asha Parekh dancing in a field or whatever. Or even of the “westernised” heroine coming back to India and walking out of the aeroplane in a giant hat only to be tutored in desi-ness by a tight-trousered hero. Such were the delights of those early days. The coal plants barely registered. Everyone knew it was government stuff, paid for by the government. Journalists had no involvement in their making.

     

    But these TV anchors, what are they? They have worked hard to ruin any claim to journalism their channels have. They have debased junior reporters working with them, making them breathlessly watch aeroplane steps to collapse in joy at the sight of Modi ji and chase postmen in order to defame a young woman. The anchors themselves jump into earthmovers so that they can get a first-hand experience of what it feels like to destroy a poor person’s home, even more exciting if the person is a Muslim.

     

    Ambulance chasers, much rackers, gutter journalists – these have always existed. Ours is not a profession filled with gravitas, as much as the pompous commentators on TV might like to pretend. We are scum. The job demands it. But our friends in news television keep digging new depths.

     

    I almost crave a black and white news reel on some yawn-inducing government event…

    No?

     

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

     

  • To highlight Influencer marketing insights

    Omnicom tables Omnifluence Report

    By Our Staff

     

    Omnicom Media Group India has tabled the Omnifluence Report to highlight key influencer marketing insights. A recent comparative data study on marketing to millennials and Gen-Z, initiated by OMG Content, using Omnifluence data powered by Qoruz, revealed some compelling information on Gen-Z consumer behaviour –

    :: Of all the Gen-Z individuals, only 13% follow celebrities, while about 86% of them prefer to follow Instagram influencers

    :: Influencers were segregated into different tiers based on their follower count and the study showed that mid-tier (50k – 500k) and nano tier (5k – 50k) had the largest Gen-Z following

    :: After delving into the different categories, it was revealed that Gen-Z were more drawn toward fashion, travel and cinema-based pages

    :: When comparing the millennial and Gen-Z demographics, the Gen-Z individuals follow about 97.9% of Instagram influencers and 13.1% of celebrities. On the other hand, millennials follow 52% of Instagram influencers and 47% of celebrities

     

    E-commerce is gaining large traction in the country and businesses are looking at ways to increase online presence and mobility, targeting various social media platforms. Patterns observed on social commerce platforms were also a part of the Omnifluence report. Here are some key takeaways:

    :: The study revealed that the platforms actively engaged in influencer marketing were Roposo, Trell and Meesho

    :: The highest number of content created by influencers went up on Roposo, Trell and Meesho

    :: For creators focusing on short video content, MX TakaTak, Josh and Moj were the most popular, each racking up huge numbers content-wise

     

    Speaking about the surge in the domain of influencer marketing, Shailja Saraswati Varghese, Chief Content Officer, Omnicom Media Group India, said: “Going through the compelling and decisive data found in the report, it becomes evident that social media has been playing a major role in the surge of e-commerce and influencers are leading the charge in that realm. Gen-Z constitutes a huge portion of the population in the world and tapping into the interests of the younger generation is an effective strategy for businesses to maximize reach. Influencer marketing has positioned itself as the most lucrative medium for that purpose and Omnifluence makes strategizing around it data-focused, easy and reliable.”

     

    The conclusive data in the report showcases how Omnifluence can assist with Planning, Real-Time Discovery, ROI management, Analytics and Campaign reporting for Brands and much more.

     

    Here’s a brief highlight of some of the benefits the intuitive platform offers:

    :: Discover the right influencers for your brand with the platform’s powerful suite of tools that match you with relevant candidates

    :: Obtain information on the best influencers, including average likes and comments, user engagement rate, views and more

    :: Connect with influencers directly on the platform for campaign briefs, negotiations etc.

    :: Get in-depth information on the success of a campaign and track progress, helping you optimize your strategies on the fly

     

    Added Priya Vivek, Managing Partner – Revenue at Qoruz – the company that powers the platform: “One must have access to the right set of data, backed by solid numbers and evidence, to make proper use of influencer reach. Omnifluence offers an extensive number of tools that can help a brand make smart decisions for its influencer marketing needs. It is no secret that influencers are here to stay and they will continue to play a crucial role in increasing brand exposure.

     

  • In the last 20-odd years, his has been one of the most significant voices in the large world of A&M journalism

    RIP, Anant Rangaswami

     

     

    By Pradyuman Maheshwari

     

    It was as if he waited for the book to be launched the evening before. If there’s one person everyone missed the most at the Mumbai launch of Open House, the book by Piyush Pandey and him, it was Anant Rangaswami.

     

    Anant has meant many things to many people. He has spent years in the Indian advertising and media ecosystem: with Star TV, Sony Entertainment Television, Times FM, with CNBC-TV18 and First Post, Campaign India, Impact magazine and the last few years with Kyoorius. Many of these in a consultant mode.

     

    But for hundreds of people in A&M, he was a dear friend. A friend who was there with them always, unconditionally. Caring, deeply personal.

     

    Like he has been with Piyush Pandey. Unconditional love and respect for him. Ditto with hundreds of others. And to those who he didn’t like or whose actions he didn’t approve of, he would make it known to them loud and clear.

     

    For instance, he didn’t agree with The Advertising Club’s Abby Awards. A former Ad Club president told me recently that he advised him not to waste his time helming the Club. Interestingly, the former president continued to be his buddy.

     

    A breeze through his Facebook and Twitter timeline throws light on his personality. Very, very strong and clear views on most things in life. On advertising, media, news television (especially a couple of channels) and even paneer.

     

    He was a good writer. Easy, racy style.

     

    He loved to talk of his Kolkata connections. Or Pune, since he was aware of my connect with the city. He had great pride in his children and their accomplishments.

     

    So, what makes the story on Anant Rangaswami’s passing the Big Story on MxMIndia today? Well, in the last 20-odd years, his has been one of the most significant voices in the large world of A&M journalism.

     

    We have often rued the fact that many A&M journalists were moving to other industries. We worried about the quality of journalism, and the quid pro quo that exists in the trade press. Yet, he wouldn’t shy of talking on how he called a friend or two for an ad in Campaign when he was its editor.

     

    He would love solving his newspaper crossword. In fact the first time I met him was when he approached Maneck Davar, then with the Indian Express group, and sold the idea of a puzzles and contests magazine. I remember standing for hours in the corridors of Tulsiani Chambers discussing the idea. That was in 1991. We became good friends, and we reconnected a decade later.

     

    He commented once in a while on what he read on MxM. He was upset with an interview I did with Arnab Goswami. He thought I gave him too much publicity. As I look back, perhaps.

     

    For his family, his children especially, it’s an irreparable loss. But for the several friends in advertising and marketing – in India and elsewhere, it’s huge as well. For Piyush, Rajesh Kejriwal and several others whose lives he touched very closely in the last decade-odd. For friends like Peter Mukerjea whom he stood by, always. For Martin Sorrell, Anant was a dear India connect.

     

    ~ ~

     

    When I was planning to launch MxM in 2011, I invited Anant to write a regular column. We met over a coffee. He didn’t agree, he wasn’t sure. He thought it would be another pluggy publication with paid content and multiple award events to please all and sundry. He once told me that he was glad I proved him wrong.

     

    We disagreed often. He didn’t like the idea that MxM (and I) supported Goafest and the Abby Awards. I once even criticised his stand in an article. But he was also happy to see me back Kyoorius when no one gave it any importance.

     

    In Anant’s passing, the industry has lost a true, caring friend. #GoneTooSoon, is how the news was hashtagged in a WhatsApp group. He was just 61. Gone too soon, indeed.

     

    RIP, Anant Rangaswami.

  • To lead creative at the agency

    22feet Tribal Worldwide appoints Vishnu Srivatsav as NCD

    By Our Staff

     

    22feet Tribal Worldwide has announced the appointment of Vishnu Srivatsav as National Creative Director. Prior to this, he was Creative Head of DDB Mudra’s South office. Srivatsav will take over from Debashish Ghosh, the former NCD at 22feet Tribal Worldwide, and will continue to report to Rahul Mathew, Chief Creative Officer, DDB Mudra Group.

     

    Rahul Mathew
    Rahul Mathew

    Said Mathew: “Vishnu has been a great partner to the organisation in our pursuit of creative excellence. He recently led our South office to one of our best years creatively. I look forward to him taking this momentum and his infectious energy into the exciting opportunity at 22feet.”

     

    Preetham Venkky

    Added Preetham Venkky, President, 22feet Tribal Worldwide: “Vishnu has always been a huge source of inspiration for the creative team at 22feet. His grasp on culture, specifically internet culture, is arguably the best in the country, and established through his work over the years. We are super excited to have him come aboard, to inspire, shape and establish the culture of excellent creative work for our clients.”

     

  • TVC conceptualised by Contract Advertising

    Rajkummar Rao roped in as brand ambassador of Lendingkart

    By Our Staff

     

    Lendingkart, the fintech platform, has released its first brand campaign with Rajkummar Rao as its brand ambassador. The campaign ‘Business Loans Bole Toh Sirf Lendingkart’ is conceptualised by Contract Advertising.

     

    Said Harshvardhan Lunia, Founder and CEO & at Lendingkart: “We are delighted to have Rajkummar on board for our first-ever integrated brand campaign. Rajkummar has started his journey from grassroots and made a mark in the film industry. He is the perfect ambassador for us in our journey to simplify MSME financing. We clicked well together right in the first meeting we had. As the digital economy grows, it is imperative to spread awareness about digital business loans being available at fingertips. Lendingkart is playing a major role in bridging the credit gap that MSME sector faces. It is great that we have a friend in Rajkummar now.”

     

    Added Sagar Mahabaleshwarkar, Chief Creative Officer, at Contract: “We wanted to introduce Lendingkart in a simple relatable manner to the millions of MSMEs in India. What Lendingkart offers is far ahead of what the world has been used to, in terms of availing business loans. The idea was to connect through the stories of business owners who are gearing up to expand their business, but in serious need of financing. And through ‘Business Loans Bole Toh Sirf Lendingkart’, the campaign highlights that for modern day businesses, there is only one partner for business loans – Lendingkart.”