Author: mxmadmin

  • WARC unveils ‘State of Modern Marketing in India 2022’ report

    By Our Staff

     

    World Advertising Research Centre (better known as WARC) has come out with a report titled The State of Modern Marketing in India 2022.

     

    Findings from this study suggest that over a third (36%) of Indian marketers will spend more than 60% of their budgets on digital marketing, compared to 25% of APAC marketers overall.

     

    Other key findings:

    > Two-thirds of marketers expect the metaverse to significantly impact digital marketing in the next five years

    > Around a fifth of marketers currently use AR/VR to drive improvements in marketing, but over half expect it to be the most significant technology for marketing in two years’ time.

    > The removal of third-party cookies and the continued impact of Apple’s ATT are seen as more significant to Indian marketers than those elsewhere in APAC.

    > Multiscreening has overtaken m-commerce and watching the video to become the most significant consumer behaviour for the marketing industry in India

    > A majority of marketers are using data analytics and collection to drive improvements in their digital marketing.

     

    *Over two-thirds (67%) of respondents highlight brand awareness as a key priority in digital marketing.

    *Almost half (48%) of Indian marketers have used Facebook or YouTube for display advertising.

    *YouTube is the top streaming service in India, with 79% of Indian internet users saying they use it.

    *Over four in five (82%) expect digital marketing budgets to increase over the next year, compared to 67% across APAC.

    *Multi-screening has emerged as the most significant consumer behaviour (60%), doubling in perceived significance in India since 2021 (31%).

    *Budgets (36%) are the biggest barrier to the growth of digital marketing in India.

    *OTTs are seen as one of the most significant consumer behaviours in India, more so than across the rest of APAC.

     

    The report is based on an online survey of 100+ marketing professionals, carried out between July and September 2022.

  • Ventes Avenues announces distribution agreement with Adsquare

    By Our Staff

     

    Ventes Avenues, a mobile media company specialising in mobile performance and mobile audiences,  has announced an agreement with Adsquare, the audience and location intelligence company, for the distribution of Adsquare’s data-driven solutions. Under this agreement, Ventes Avenues will become the exclusive distributor of Adsquare’s Footfall Measurement solution to media buyers in India, Indonesia, and Vietnam through the Meta and Google DV360 platforms.

     

    Said Nicolas Mear, General Manager APAC: “As markets have recovered from the global pandemic, brands are now more focused on direct response tactics. Adsquare’s Footfall Measurement is available with major advertising platforms such as Meta or Google Marketing Platform and helps marketers to improve their campaign effectiveness considerably by relying on an independent, 3rd party measurement partner. With their deep understanding of the digital marketing industry, we are very delighted to have Ventes Avenues as our trusted partner while rolling out our innovative measurement technologies to more markets globally.”

     

    Added Niloufer Dundh, Founder & CEO of Ventes Avenues: “At Ventes Avenues, our relentless focus on constant innovation and establishing industry benchmarks has empowered us to become a leading Mobile AdTech company in India. It is our earnest endeavour to find bespoke technology solutions that are relevant and helpful to advertisers to enhance and optimise their digital campaigns. With Adsquare, advertisers can measure their campaign success beyond traditional KPIs. Analysing foot traffic to relevant stores is an important KPI to measure, as it helps advertisers to optimise their spend. It is also a seamless addition within advertisers’ preferred media buying platforms and therefore actionable immediately without much effort. We are delighted to partner with Adsquare in India, Indonesia and Vietnam and look forward to helping brands connect people and places in a privacy-first world.”

     

  • Are businesses missing out on opportunities to sensitise & include?

    Starbucks outlet at Noida Sector 16B where the baristas use sign language
    Starbucks outlet at Noida Sector 16B where the baristas use sign language Photograph: Shruti Pushkarna

     

     

    By Shruti Pushkarna

     

    Shruti PushkarnaThis week started with waking up to the news of Morbi bridge collapse and the death toll crossing 130. Since 2020, health, education, employment, entertainment and almost every aspect of our lives have been reeling under the aftermath of Covid 19. News reports and social conversations revolve around natural or manmade disasters, rape and murder, fiscal scams and political horse trading.

     

    Radicalisation and inflation are on the rise. Cars, petrol, houses, food, everything costs more. There are no jobs.  Businesses are struggling. We are taxed for everything, including hospital room rent.

     

    In short, an average Indian is grappling with a gazillion problems on a daily basis. If your own issues don’t depress you enough, there is communal hyperbole to push you towards hopelessness.

     

    A simple ask for empathy seems unreasonable against this ubiquitous backdrop of societal grief. At a time, when the daily commute to work and back is an exercise in aggression due to bad roads, bad driving and bad traffic, how can anyone retain their sensitivity towards another human being?

     

    Thousands of people in urban and rural parts of the country can’t think beyond arranging two square meals a day. No wonder politicians and corporate giants get away with dirty ploys and false promises, because who is keeping track anyway?

     

    Fighting for inclusion and access for persons with disabilities sometimes seems secondary in this context. Especially if a large part of advocacy involves calling out the gaps and faults. At times, it helps to apply a two-pronged approach to the same problem. Where shrill activism fails, positive reinforcement does the trick.

     

    On that optimistic note, let me refrain from citing unmet targets and implementation loopholes pertaining to the country’s disabled population in today’s piece. Instead I want to share two encouraging encounters which deserve propagation.

     

    Due to temporary confinement following a knee injury, my movements inside and outside the house were possible only with the aid of a wheelchair. Desirous of watching a movie in the cinema hall, I booked a seat in PVR Director’s Cut at Ambience Mall, Delhi. I assumed there would be wheelchair access to the last row of seats I booked. But when I reached the assigned auditorium, the staff enquired if I could stand up and walk at all. Used to taking my mother (in her wheelchair) around inaccessible spaces, I was ready to slip into my activist avatar, demanding access. Just then the extremely polite personnel brought out a motorised wheelchair and helped me shift out of mine.

     

    Before anyone else entered the hall, I was escorted up the several set of stairs, seated secured with a seatbelt. It took the wheelchair operator around ten to fifteen minutes to transport me to my seat. He did that with patience and grace. I was mightily impressed. Of course, similar treatment was meted out at the time of exiting the hall. In addition, as my husband escorted me to the accessible washroom, the PVR staff jumped up to help, ensuring the facility was clean.

     

    My inability to walk didn’t hamper my entertainment experience, thanks to the trained and empathetic staff. There are definitely solutions available to accommodate and include, even in physical spaces that are built discarding the principles of universal design.

     

    I also noticed fellow movie-goers observe how a young person with an impairment was out and about, enjoying a fun evening like anyone else. If there were people speculating why did I venture out at all, I’m certain there were an equal number wondering, why not!

     

    Subtle sensitisation supersedes stereotypes.

     

    A few days ago, when I went down to a newly opened Starbucks to fetch myself my morning dose of caffeine, I was in for a pleasant surprise. I noticed the baristas at work were quietly focused on their jobs except they exchanged a few signs with each other as orders were passed on.

     

    Curious, I asked the cashier if they were hearing impaired. Her response was affirmative. All the seven baristas were hearing and speech impaired and their two managers were fluent in sign language. The cashier proudly shared that she was pursuing an advanced course in Indian Sign Language to further bridge the communication gap.

     

    With a barista at the Starbucks outlet
    With a barista at the Starbucks outlet

    As I collected my cup of coffee, I remembered to sign ‘Thank You’ to the cheerful server. I also signed to check if I could take a picture with him. He obliged, acknowledging my honest attempt to communicate in an inclusive language.

     

    This Starbucks is located on the ground floor of a commercial building that houses several private offices and a co-working space, in Noida Sector 16B. High influx of professionals provides an unmissable opportunity for sensitisation. Hiring persons with disabilities in a mainstream job helps counter misconceptions along with restoring agency and dignity.

     

    These two recent incidents speak of the power of change that is possible with certain additions and adjustments to a limited (and rigid) idea of normal. Publicising and broadcasting such acts of inclusion can whip up support for the excluded (disabled, elderly, severely ill) sections of the population. Practical demonstrations also help individuals and institutions realise that incorporating accessibility is not unfathomable.

     

    Here’s hoping that several such reports feature on the ‘good news’ sections of mainstream media.

     

     

    So why are we publishing this column on an A&M site? Well, we strongly feel that the media can dramatically transform the world of persons with disabilities. And this series can help bring forth issues that the media must champion to create a truly inclusive and accessible India. To write this column, we invited Shruti Pushkarna, a former journalist who now works as Director, EnAble India where she heads North India operations as well as media and communications outreach. Shruti writes for MxMIndia every other Thursday. Her views here are personal. To access the archives of all her 60-plus columns, please visit: https://www.mxmindia.com/category/columns/shruti-pushkarna/

     

  • Bikano goes for Dabang at PKL 9

    By Our Staff

     

    Bikano, Bikanervala has decided to sponsor Team Dabang Delhi for Pro Kabaddi League Season 9. With this partnership, the Bikano logo will feature prominently on the right sleeves of Team Dabang Delhi’s competition t-shirts through the duration of this season. Also the logo will feature across all in-stadium branding collateral and across ATL-BTL and digital branding as well.

     

    Said Manish Aggarwal, Director, Bikano: “This has been a blessed year for brand Bikano as markets are open and people are back to spend on snacking after two years of Lockdown. In order to consolidate these good times, as a leading FMCG company, we are looking to spread awareness about our brand and products via diverse, aggressive marketing campaigns. And what could be better than being associated with Pro Kabaddi League and, specifically, the defending champions of the previous season – Team Dabang Delhi. Kabaddi is a beloved sport of India, and the league has managed to win the hearts of millions of people across the world so we decided to sponsor the original sport of India.”

     

  • Hrithik roped to endorse Probus

    By Our Staff

     

    Probus Insurance Broker has announced its association with actor Hrithik Roshan as its Brand Ambassador. With this partnership, Probus aims to take forward the brand narrative of #AapkaSaathiAapkaSaarthi.

     

    Speaking of the association, Rakesh Goyal, Director of Probus said: “We’re excited to partner with Hrithik as our brand ambassador as he exudes and resonates with the brand’s ethos of intelligence and dynamism. With his popularity among the masses and the youth, his appeal remains unrivaled. This association will  assist us in reaching consumers/end users across age groups, and enable us to instill trust and educate them on the importance of choosing  the right insurance partner. We are excited about the opportunities that our collaboration will provide.”

     

  • Deconstruct partners Supari Studios on skincare myths

    By Our Staff

     

    Deconstruct, the skincare brand, has partnered with Supari Studios for its latest brand film.

     

    Said Sakshi Bhasin, Creative Lead, Supari Studios:“Working on the campaign with Deconstruct, we knew we had the unmissable chance to do something different and clutter breaking. Leaning into the brand’s philosophy around skincare, we decided to bring in an aspect of humour, and talk about the unsolicited advice and ever-changing trends that surround this industry. With the kind of experience our Director, Devika Chaturvedi brought to the table, we were able to add that exaggeration to the situations in the film and marry a skincare product with a humorous concept; a combination rarely seen in this space. As someone who has worked on a myriad of campaigns with beauty and skincare brands, this was the perfect opportunity to do something fresh and experimental”

     

    Added Malini Adapureddy, Founder, Deconstruct:“Since our childhood we have been provided with unsolicited advice from multiple sources, especially when it is skincare; But the new age knowledge economy consumer is changing & seeking their own information. Deconstruct aids them in this journey by providing well researched & simple information on the website, our product labels, our social media channels and helps them decide what is best. We want them to purchase on the basis of logic & science rather than trying to entice them with vague beauty results. Supari Studios helped us put this concept out in a succinct & relatable manner by using daily instances, which most of us must have gone through at least once in life. They pulled the entire project into execution in a crunched timeline and we are very happy to see our vision come to life beautifully in the video”.

     

  • Suryakumar Yadav to endorse Pintola again

    By Our Staff

     

    Superfood brand Pintola has announced yet another collaboration with cricketer Suryakumar Yadav to endorse its range of nut butter and rice cake across platforms.

     

    Said Anand, owner of Pintola: “We are extremely thrilled to renew our faith with India’s renowned cricketer Suryakumar Yadav who is without a doubt fast emerging as the most consistent batter in the Indian cricket team off late, His innovative approach and pursuit for excellence riding on his unique ability to hit the ball to any corner of the grounds. He truly embodies the values of the brand, something that seamlessly resonates with the idea of Pintola, which is has a holistic range of nut butter and extends much in the future that poses an apt step towards touching the new realms of healthy eating and living.”

     

  • Jagran forays into Tamil market

    By Our Staff

     

    The HerZindagi.com website will be available in Hindi, English and Tamil HerZindagi.com, the women’s lifestyle website owned by Jagran New Media, has launched a Tamil site, following its success in Hindi and English.

     

    Speaking on the launch of the Tamil site, Bharat Gupta, CEO Jagran New Media said: “Indian digital users are growing exponentially, especially from Tier 2 and 3 cities. It is no surprise that 75% of that growth is coming from Indic language users, compared to a mere 3% of English language users in India. With a brand like HerZindagi, which has already won the trust of its readers in the Hindi heartland, it is the logical next step for us to take this exciting platform to the readers in the south of India.”

     

    Added Associate VP and Business Head of Health and Lifestyle verticals, Megha Mamgain: “Our teams are carefully studying the interests of Tamil readers and creating content that captures regional nuances, is relatable, accurate and a value add to the lives of our readers. We hope to serve this carefully created content to Tamil readers in India and across the world.  Taking the learnings from the success of HerZindagi.com in Hindi, we are hoping to put the interest of Tamil women readers on center stage.

     

  • Havas Life Sorento elevates Sachin Talwalkar to CCO

    By Our Staff

     

    Sachin Talwalkar
    Sachin Talwalkar

    Havas Life Sorento, the health, wellness marcom and digital agency of Havas Group India, has elevated Sachin Talwalkar, Executive Creative Director, to Chief Creative Officer.

     

    As a part of his new role, Talwalkar will be responsible for further bolstering the agency’s creative and communications efforts through Havas Life Sorento’s offering in healthcomm. He will also be responsible for expanding the agency’s scope through digital health, health CX and consumer health within India, Southeast Asia, and the Middle East, effectively making India the hub for Havas Health & You. The aim is to become the ‘go-to’ and cutting-edge healthcomm agency in the region.

     

    Bobby Pawar
    Bobby Pawar

    Speaking about the elevation, Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India, said, “Sachin’s elevation is in recognition of the role he’s played in transforming Havas Life Sorento over the last few years. He has brought in better talent and has fostered a climate where they can do their best work while having fun in the process. He has evolved the creative department based on my belief that creatives with traditional and digital skills must work together so that they infect each other and, in the process, become more rounded creatives. Lastly, he’s been a great partner to me, always ready to help out with anything.”

     

    Sangeeta Barde
    Sangeeta Barde

    Added Sangeeta Barde, Managing Director, Havas Life Sorento said, “I am confident that with this elevation, Sachin will continue to make a difference to health and wellness communications and create a team of passionate people under him who will set the creative benchmark within the industry and the region.”

     

  • Das ka Dum with Dr Bhaskar Das | Given that Diwali-led Festive Season 2022 is now past us, what’s the mood on the Street? Jubilant or Despondent?

    Bhaskar DasOur now-regular question pre-season, post-season and in-season.Without further ado, here’s Dr Bhaskar Das in the November 4 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. Given that Diwali-led Festive Season 2022 is now past us, what’s the mood on the Street? Jubilant or Despondent?

     

    A. The general mood as I discern is of cautious optimism, experiment without profligacy, leverage the innovation/ startup culture that is dominating the India growth story, etc. There are global and local headwinds, yet India is showing positive signs of drive towards growth aspirations. I think that India can show better growth rates in the coming years as political ambitions of China are stymied by contradictions. Through the China +1 approach globally, a few countries are well-poised to craft a different growth orbit and India can be one of them. There are many indicators for that.

     

    In others words, jubilant or despondency can be a sector-specific and company-specific affair. But directionally, India story is going to be positive.

     

     

  • Sony Sab bolsters brand and content strategy

    By Our Staff

     

    Sony Sab has launched a campaign to mark a new chapter in its journey as a channel and brand. The channel aims to strengthen its emotional connection with its viewers through a philosophy based on the understanding that “Jo roz choti khushiya dete hai, wohi rishtey toh bade hote hai.”

     

    Said Neeraj Vyas, Business Head, Sony Sab, Pal, and Sony Max Movie Cluster: “Sony Sab is entering a new phase as the brand is undergoing metamorphosis with its content and brand strategy. We are looking for stories and insights from the daily lives of people. As creators we are constantly looking for new themes and new insights that reflect on the trends and what people are going through, staying ahead with consumers and their changing lives. The recently launched brand films will further help us cement our positioning as a brand that goes beyond just providing entertainment and helps us connect emotionally with our audiences on a much deeper level. As a channel we are forward-looking, catering to the diverse needs of the family and yet at the same time bringing them together.”

     

    Added Vaishali Sharma, Marketing & Communications Head, Sony Sab, Pal and Sony Max Movie Cluster: “In today’s complex world we understand the meaning of using the insights of what relationship means to our viewers and we have mined a very powerful insight which helped us develop this campaign. The objective of the brand campaign is to strengthen our relationship with our consumers and to express how the brand interweaves itself into the life and emotions of people. The campaign is one such initiative in the journey of evolution for Sony Sab, and while content continues to make an impact, at a brand level we will continue to engage with people keeping this ethos in mind.” The campaign kicked off yesterday, November 3.

     

  • Bharat Web3 Association unveiled

    By Our Staff

     

    Industry leaders across Web3 verticals unveiled the Bharat Web3 Association (BWA), to enable and support the growth of India’s Web3 ecosystem. Members of the BWA span multiple verticals including NFTs, Web3 Gaming, Infrastructure Providers, Virtual Digital Assets (VDAs), and Token Projects.

     

    The BWA will focus on — 1) driving awareness through research to help keep pace with this evolving technology; 2) promoting dialogue between key stakeholders; 3) setting standardised principles in the Web3 industry; 4) encouraging and promoting Web3 and blockchain innovation; and (5) nurturing India’s talent pool.

     

    Web3 works on the core principle of blockchain technology. It is the future of the internet and can empower users by returning control into the hands of consumers and communities. The BWA believes that India has the potential to lead the world over the next decade by building a strong Web3 ecosystem in the country, in line with the government’s ‘Make-In-India’ initiative.

     

    Speaking on the occasion, Kavin Bharti Mittal, Founder & CEO, Hike, said: “Indian consumers spend an average of 7+ hours per day on their smartphones, almost half their waking lives. The blockchain finally enables consumers to own the value associated with their time spent digitally thus potentially unlocking brand new economic opportunities for themselves. It’s becoming increasingly clear that the next wave of wealth and value creation will come from a financial world that is programmable end to end. India could be at the centre of this next wave and boost its economy to strengthen its position on the world stage. With the BWA we aim to support the government to develop a strong Web3 ecosystem in India.”

     

    Emphasising on the Web3 potential and the key role that the association will play, Sandeep Nailwal, Co-Founder, Polygon Technology added: “With the advent of Web3, we are at the cusp of a technological revolution, which has immense potential to stimulate economic growth, create jobs, boost financial inclusion, and enhance privacy and security. Owing to its thriving developer community, entrepreneurial spirit, fast-growing economy, sound digital infrastructure, and deep digital adoption, India is poised to become a leader in the Web3 space. Indian entrepreneurs have already made a mark in the ecosystem and are innovating for the world, developing valuable public use cases. BWA will play a pivotal role in helping India achieve its potential as a global Web3 leader.”