MxMIndia

Author: mxmadmin

  • Featuring Bhojpuri actors Pawan Singh and Harshika Poonacha

    Shyam Steel launches new digital campaign

    By Our Staff

     

    Shyam Steel, producers and manufacturers of primary TMT Bars, launched its new digital campaign ‘Apna Ghar’ featuring Bhojpuri actors Pawan Singh and Harshika Poonacha. The campaign aims to create awareness about the solutions provided by the Shyam Steel Apna Ghar App amongst the individual home builders. The film will be promoted digitally with a specific focus on the Bihar, Jharkhand, Odisha and the north-eastern markets.

     

    Shyam Steel has signed Sonu Sood as their Build India Brand Ambassador. The brand is also associated with Virat Kohli and Anushka Sharma as the face of the company.

     

    Speaking on the campaign launch, Lalit Beriwala, Director, Shyam Steel said: “We have received an extremely positive response from our consumers on the Apna Ghar App. The campaign will help us in making the consumers aware on the Apna Ghar App and its benefits. Shyam Steel has always been in forefront with its consumer driven technology and innovation. The App will aim to address all the concerns of individual home builders and scale-up businesses of the dealers by way of opening newer market geographies. Shyam Steel Apna Ghar app will also be an added advantage for us to actively engage with our target audience and business partners.”

     

  • To manage the omnichannel media services for the learning platform

    Carat India wins mandate for TimesPro

    By Our Staff

     

    Carat, the media agency from Dentsu India, has won the media mandate for TimesPro, EdTech initiative of The Times of India Group. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office. As per the mandate, the agency will manage the omnichannel media services for TimesPro.

     

    Speaking on the win, Anita Kotwani, CEO, Carat India said: “We are pleased to win the media business for TimePro. Carat is committed to creating meaningful end-to-end media solutions through data-driven marketing, and to further accelerating the brand’s growth journey. As a team, we are excited to get this opportunity to work with a brand that is aiding every professional’s career aspiration!”

     

    Gaurav Barjatya, Head Brand Marketing and Communications, TimesPro added: “We are delighted to be working with Carat India. It’s an agency that’s responsive and nimble to the business demands of today, which span a variety of traditional and new age media. We look forward to collaborating with them as we grow and take our H.EdTech offering to millions of learners nationwide.”

     

  • Campaign ropes in Ileana D’Cruz to highlight its skincare range

    Supari Studios promotes Mcaffeine Coffee Face Wash

    By Our Staff

     

    Supari Studios, the branded content vertical of new media network Kulfi Collective, has collaborated with Mcaffeine, a caffeinated D2C personal care brand. The content studio has crafted a digital film with actor Ileana D’Cruz as the face of Mcaffeine’s skincare category, and features the brand’s Coffee Face Wash.

     

    Commenting on the effort, Sakshi Bhasin, Creative Lead of Supari Studios said: “We were quite excited when Mcaffeine approached us to make a film for their coffee face wash, because they are a young, yet established brand willing to break away from the archetypal styles of a face wash commercials. Since Coffee is such a key ingredient in the product, we decided to draw parallels between the feeling you get after you have your first cup of coffee and washing your face with Mcaffeine Coffee face wash, to get that freshened up look and feeling. Having Ileana on board as the face of our campaign just made our jobs easier to achieve the tonality and aesthetic appeal we were gunning for.”

     

    Added Vaishali Gupta, Co-founder and Head of Marketing at Mcaffeine: “It was an enthralling experience working on our new Coffee Face Wash campaign with Supari Studios. What made it even better was the collaboration with Ileana D’cruz. Everything from celebrity onboarding to the final execution of the campaign was completed in a record time of 4 weeks. As a brand mCaffeine resonates with younger audiences and their emotional connect with Coffee. We needed an agency that could help us come up with a campaign that would do justice to our brand tonality and Supari Studios lived up to that expectation.”

     

  • Brings the Pujo campaign to life with a digital film #CroMaaAsche

    Croma rolls out new festive season campaign

    By Our Staff

     

    On the occasion of Durga Puja, electronics retailer Croma has released a digital film for its festive sale.

     

    Said Avijit Mitra, MD & CEO, Croma-Infiniti Retail Ltd: “At Croma, we are extremely upbeat about the upcoming Durga Pujo festival and expect strong double digit growth in line with the recent trend in the rest of the country that we enjoyed in the Independence Day and Onam sales. Clearly, our customers are upgrading to better gadgets in all our stores across the country. We have curated exceptional offers and exciting gadgets, and we will try our utmost to deliver a delightful experience to our customers in the Durga Pujo Sale.”

     

  • Features in new TVC conceptualised by Creativeland Asia

    Madhuri is brand ambassador for Godrej Magic Handwash

    By Our Staff

     

    Godrej Magic, the personal and home hygiene brand from Godrej Consumer Products Ltd (GCPL), has announced that actor Madhuri Dixit is the brand ambassador for its Godrej Magic Handwash powder-to-liquid handwash. The brand also launched a new TVC conceptualised by Creativeland Asia that showcases Madhuri highlighting the features of this sustainably viable hygiene product.

     

    Speaking about this association, Somashree Bose, Chief Marketing Officer, Godrej Consumer Products Limited said: “Godrej Magic Handwash is a first-of-its-kind product that is a leap in innovation and sustainability in hygiene category. This product has made adopting a hygienic lifestyle easy, affordable, and fun. Godrej Magic has already taken over 1/5th of the Indian handwash market by volume. We are delighted to have Madhuri Dixit onboard the Magic brand for the journey ahead.  This brand affiliation with Madhuri will further help us penetrate deeper into the Indian market creating accessibility and promoting a germ-free India.”

     

  • This is part of the e-commerce and retail media forecast released by GroupM

    Global retail media to touch $101bn in 2022

     

     

    By Our Staff

     

    GroupM has released its e-commerce and retail media forecast that details the socio-economic factors contributing to the state of this space that will see it reach $101 billion in annual revenue this year, a 15% increase over 2021. The report has been penned down by Kate Scott-Dawkins, GroupM’s global director of business intelligence.

     

    Here are some of the highlights of the report:

    • 2022: Global retail media is likely to reach $101 billion in 2022 (15% higher than a year ago) and will surpass $160 billion in annual revenue in five years’ time.

    • We estimate global e-commerce to make up 19% of global retail sales in 2022, growing to 25% by 2027.

    • Retail media ad revenue represented 18% of global digital advertising revenue in 2021 and 11% of total global ad revenue.

    • Twenty of the top global e-commerce companies accounted for 67% of global e-commerce sales in 2021.

    • We estimate global e-commerce sales of $5.4 trillion dollars this year

    • China and the U.S. alone will make up 52% of that figure

    • Nearly 61% of the total, $3.3 trillion, can be attributed to just seven markets: the U.S., China, Japan, Germany, the U.K., Canada and Australia.

     

    Here are the Top 7 country e-commerce figures:

    1. China – Estimated e-commerce market growth in 2022 of 5.6%, slower than last year’s growth of 10%.

    2. S. – Estimated e-commerce market growth in 2022 of 25%.

    3. K. – Estimated e-commerce market decline in 2022 of 3.6%, a reversal from last year’s growth of 15%.

    4. Germany – Estimated e-commerce market growth in 2022 of 14%, slightly faster than last year’s growth of 12% and above the three-year pre-pandemic average of 10%.

    5. Japan – Estimated e-commerce market growth in 2022 of 12%, above last year’s growth of 8.9%.

    6. Canada – Estimated e-commerce market growth of 10.1%, below last year’s growth of 17.3%.

    7. Australia – Estimated e-commerce market growth of 8.4%, below last year’s growth of 24%.

     

  • We couldn’t have missed the sponsor’s name in this invite, and while sharing our joy with our Wizard with Words, we thought we would ask him this question. Here’s Dr Bhaskar Das in the September 22 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | ABP News is sponsor of the AAAI Subhash Ghoshal Lecture by India Today group boss Aroon Purie. Speaks volumes for a  network to sponsor a session starring the owner of a rival media company. Your view?

    Bhaskar DasWe couldn’t have missed the sponsor’s name in this invite, and while sharing our joy with our Wizard with Words, we thought we would ask him this question. Here’s Dr Bhaskar Das in the September 22 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. ABP News is sponsor of the AAAI Subhash Ghoshal Memorial Lecture by India Today group chairman and editor-in-chief Aroon Purie. Speaks volumes for a  network to sponsor a session starring the owner of a rival media company. Your view?

     

    A. That should be the SPIRIT. It shows the authenticity and confidence of the concerned organisation as a thought leader. In such an industry memorial lecture, this magnanimous gesture evinces maturity of the organisation and its leadership team. A myopic definition of competition, irrespective of circumstances, can lead to lower organisational esteem. This one step  has elevated the sponsor to a distinctive pedestal.

     

  • His brand of humour was inclusive and accessible, words whose importance has been diminishing in a streaming-driven content ecosystem, writes Shailesh Kapoor

    Raju Srivastav: One of the Last Men Standing

     

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorSeason 1 of The Great Indian Laughter Challenge, aired on the then-newly-launched Star One in 2005, will rank high in the list of landmark Indian television shows in the satellite TV era. The season was a rip-roaring success, touching ratings unheard of outside Star Plus at that time. More importantly, it ushered in an era of stand-up comedy on mass Indian television, in turn giving birth to shows like Comedy Circus, and eventually to the biggest comedian India has seen till date, Kapil Sharma.

     

    Raju Srivastav, who passed away earlier this week, was the most popular face of that season. He eventually went on to finish third, behind Sunil Pal and Ahsaan Qureshi. But for almost 15 years since then, Srivastav has had a remarkable television and events career, and was the face of his genre till Sharma burst on the scene.

     

    Over the last few years, stand-up comedy in India has seen a marked shift, with the rise of streaming platforms. Targeting younger and more cosmopolitan audiences than mass TV, platforms like Netflix and Amazon Prime Video have relied on more urban humor, often using liberal sprinkling of the English language in their shows and specials. Oddly enough, some of the TV attempts at stand-up comedy in the last few years have been misdirected, trying to get the attention of the streaming audience. What else explains the choice of judges or mentors in some of them, such as Zakir Khan, Mallika Dua and Hussain Dalal in the 2017 season of The Great Indian Laughter Challenge? Not surprisingly, there hasn’t been another season since.

     

    Netflix, on the other hand, seems to have realized that even for their urban, sophisticated audience, a mass comedian like Kapil Sharma is a bigger draw. Their I’m Not Done Yet special with Sharma earlier this year found good traction, with an estimated viewership of 8.8 million audience in India as per Ormax Media estimates.

     

    But nevertheless, mass comedy faces some sort of an identity crisis in India. The rooted, local humor needs a certain breed of comedians, like Srivastav, which the stand-up comedy scene and the open mics, and now even GEC executives, tend to look down upon. We haven’t had a name of any significance breaking out in the last decade, since Sharma’s meteoric rise to fame.

     

    To that extent, Srivastav would be remembered as one of the last men standing, pun intended. His brand of humor was inclusive and accessible, words whose importance has been diminishing in a streaming-driven content ecosystem.

     

  • Not a soft Friday question. In fact a pertinent one that marketers are asking these days. So let's hear it from Dr Bhaskar Das in the September 23 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | With life getting back to normalcy and people going outdoors – to markets, malls and cinemas, do you think the usage of the metaverse for brand promotions will need a rethink?

    Bhaskar DasNot a soft Friday question. In fact a pertinent one that marketers are asking these days. So let’s hear it from Dr Bhaskar Das in the September 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. With life getting back to normalcy and people going outdoors – to markets, malls and cinemas, do you think the usage of the metaverse for brand promotions will need a rethink?

     

    A. When present pollutes a future-backward orientation (the need of the hour of every business), such doubts emerge. The metaverse is at an inflection point in its development and it’s too early to predict its demise. We can take a lesson out of previous eras of framing technological changes and shift in consumer behaviour. What seems utopian today may not be so a few years hence. It’s comforting to adhere to the present but the game has just started and we need to embrace future before it’s too late.

     

  • Appoints Rohit Chadda & Vinay Sarawagi in leadership roles

    Times Network augments its digital business

    By Our Staff

     

    Timesnownews.com, the digital arm and website of Times Network, appoints Rohit Chadda as President and COO – Digital Business and Vinay Sarawagi as Senior Vice President – Digital Content.

     

    In his new role, Chadda will lead the digital operations of the network and oversee product strategy, audience development & operations planning for the digital businesses. Sarawagi will play a pivotal role in leading innovative content strategy.

     

    MK Anand, MD & CEO, Times Network said: “We have been making concerted efforts in building our digital prowess to cater to an expanding user base across platforms. I am pleased to welcome Rohit and Vinay to the team, who bring expertise in driving successful digital strategy across business development and content innovation. I am confident they will be valuable additions in supporting our ambitious growth plans and help us scale new heights.”

     

  • To strengthen its accelerated growth path of creative transformation

    Wunderman Thompson bolsters Mumbai team with senior hires

    By Our Staff

     

    Wunderman Thompson India has appoints 2 senior hires, Rakesh Varma and Abhay Godbole at its Mumbai office. The new hires come at a time when the agency has embarked on an accelerated growth path of creative transformation with a continued focus on driving relevance and scale, inspiring growth for its clients.

     

    Varma joins as Vice President & Executive Business Director and Godbole returns to the agency for a second innings as Vice President & Client Servicing Director.

     

    Commenting on the new appointments, Anurag Tandon, Managing Partner, Wunderman Thompson Mumbai, said: “As we continue to diversify our client roster and grow our talent base, it was critical for us to have the right hands on deck. Rakesh and Abhay bring with them extensive experience and domain knowledge that will propel us to drive growth in key industry domains and deliver the best outcomes for our clients. Both our senior hires have an impressive track record of building strong consumer brands and I am looking forward to scaling new heights with our client partners.”

     

  • Film conceptualised by Ogilvy

    Thums Up unveils campaign for ICC Men’s T20 World Cup

    By Our Staff

     

    With the ICC T20 Men’s World Cup just around the corner, Thums Up has unveiled a new ‘StumpCam’ campaign to provide audiences with exclusive access to match footage and content. Thums Up will be adopting a digital-first, multi-tech marketing approach to drive consumer engagement for the content-led campaign.

     

    The campaign film which has been conceptualised by Ogilvy, features cricketers Jasprit Bumrah, Umran Malik, and Brett Lee. After each World Cup match, the Stump Cam video of ‘Toofani’ cricketing moments will be accessible to viewers by scanning a QR code on the Thums Up bottle.

     

    Commenting on the new campaign, Arnab Roy, Vice President & Head-Marketing, Coca-Cola India & Southwest Asia, said: “Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. We are always finding innovative ways to activate passion points like cricket and especially the ICC T20 World Cup. Thums Up’s “Stump Cam” will offer audiences the most ‘Toofani’ view of key moments of the tournament – leveraging the Stump Cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, who is an indispensable asset for the Indian team; Umran Malik, who is touted as the fastest bowler in the country today; and one of the legends of the game, Brett Lee. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle”.

     

    Sukesh Nayak, Chief Creative Officer, Ogilvy India added: “Thums Up’s ‘Stump Cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”