MxMIndia

Author: mxmadmin

  • Targets consumers in Tamil Nadu

    Cinthol soap launches new brand campaign film

    By Our Staff

     

    Cinthol, the Godrej Consumer Products Ltd soap, has launched a new advertising campaign targeting consumers in Tamil Nadu. Titled ‘Dreams shine the brightest under the scorching sun’ (Kothikum Veyilil Dhaan Kanavugal Jolikkum), the film is built around the aspirations of women in Tamil Nadu today.

     

    Speaking about the campaign, Ashwin Moorthy, Chief Marketing Officer – India, Godrej Consumer Products Ltd (GCPL), said: “While working on the campaign, we recognized that brands of stature like Cinthol must insightfully reflect the current aspirations of our consumers in its narrative. Women today have greater confidence in aspiring to challenging professions that enable them to play an even larger role in building a stronger nation for the next generation. Cinthol, a symbol of trust in Tamil Nadu, plays a pivotal role here as a foundational step in providing expert recommended skin health, protecting consumers from harsh environmental factors like dust, heat and pollution.”

     

    Added Anu Joseph, Co-Founder and Creative Vice-Chairman, Creativeland Asia: “With this idea, Cinthol furthers its legacy of being a doctor-recommended soap and a skin health expert. The central brand thought, ‘Dreams shine the brightest under the scorching sun’, seeks to inspire women to follow their dreams regardless of any barriers that may come in their way.”

     

     

  • To salute people who innovate and use tech for good

    AFAA announces’Changemakers For Good Awards’

    By Our Staff

     

    Asian Federation of Advertising Associations (AFAA) Chairman Srinivasan Swamy announced a set of unique new awards called Changemakers For Good Awards in in Taipei at the inaugural session of the fifth DigiAsia.

     

    Srinivasan Swamy
    Srinivasan K Swamy

    Said Swamy: “Technology must empower change for good. And we must acknowledge such change and such Changemakers For Good. This power to communicate change for good is what sets us apart from any other industry in the world. We can change mindsets and help save the environment and help change behaviour regarding domestic violence and gender stereotypes and animal abuse and so many other things. Yes, we are the Changemakers For Good. And to recognise, salute and encourage these Changemakers For Good amongst us, AFAA is instituting a unique and inspirational set of awards called the Changemakers For Good Awards.”

     

  • Advertising on Twitter isn't very high in India, but there are people who do rely on it considerably for outreach to a certain set of people. Here's what Dr Bhaskar Das has to say on the issue in the November 21 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Many global brands are stopping to advertise on Twitter. Should Indian brands also do the same?

    Bhaskar DasAdvertising on Twitter isn’t very high in India, but there are people who do rely on it considerably for outreach to a certain set of people. Here’s what Dr Bhaskar Das has to say on the issue in the November 21 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. Many global brands are stopping to advertise on Twitter. Should Indian brands also do the same?

     

    A. The key principles of branding viz brand safety, avoidance of controversial content environment/ disturbing editorial environment/ polarised hate-mongering etc in a platform, are the same all over the world. Hence, if global advertisers are shunning the said social media platform, Indian brands would follow the same trend too, I presume. Advertisers in general prefer, inter alia, reach (amongst relevant audience), cichness of content and audience engagement. A celebratory contextual environment is perceived to be a facilitator for fuelling consumption. Hence a disturbed content environment drives away advertisers. These are early days of Twitter reorganising its content and is in the process of reducing its over-dependence on advertising, but will the organisation be successful in doing so? It’s too early to say.

     

    In India, Twitter reach is small compared  to other social media platforms. So advertisers have a lot of options to select. But rumblings of disillusionment about social media in general can be heard in little corners of marketing jungles, though their performance-focused delivery is still one of best for the marketeers. Having said that, ROI may not be the only metric for selection of a platform. There are subjective factors that are taken into account when brand safety becomes paramount. This space is dynamically volatile, and to say the last word on the subject is fraught with flawed assessment.

     

  • To handle the brand's social media management, marketing strategy

    Social Neeti bags digital mandate for Carex condoms

    By Our Staff

     

    Social Neeti, a digital marketing company in Kolkata, has bagged the digital mandate of Carex condoms. It will handle the brand’s social media management, marketing strategy, and organic growth.

     

    Commenting on the association, Shalu Dugar, Director, Social Neeti, said: “We are thrilled to have Carex Condoms, a brand manufactured by the World’s Largest Condom Maker, Karex, onboard. We are working closely with the brand on the digital marketing front, and our intention is to establish the brand across several verticals with physical integration.”

     

    On being asked about the association, Vikram Doshi, Director, Carex Condoms, added: “In India, condom usage is shockingly low, and it’s surprising to see that the majority of supposedly well-known brands manufacture their products locally. However, Carex is one of only a handful of globally recognised brands that have its products manufactured internationally. Together with Social Neeti, we will work to raise awareness of this issue and educate the audience about how the quality disparity affects condom use. We chose Social Neeti as our digital marketing partner due to their smooth customer service and flair for creative marketing. By creating engaging and distinctive content, we hope to keep up a robust social media presence that is comparable to our physical presence.”

     

  • For spreading awareness in isolated segments of the population and regions

    RBI & Bajaj Finance launch drive against cybercrimes

    By Our Staff

     

    As a part of the Reserve Bank of India’s (RBI) Nationwide Intensive Awareness Campaign, Bajaj Finance Limited (BFL) and the lending arm of Bajaj Finserv Limited, is organising a series of public awareness and outreach programmes across Maharashtra, Haryana and Punjab, this month. The awareness sessions will be conducted in different schools and colleges, manufacturing plants and auto union premises.

     

    Notes a communique: “As a part of the month-long awareness programme, Bajaj Finance will be organising several workshops to help spread awareness amongst a targeted mix of public including auto union members, manufacturing plant workers, students, teachers and staffs of various schools and colleges.”

     

  • Will be fortifying the agency's North operations

    FoxyMoron appoints Alin Choubey as Business Head – North

    By Our Staff

     

    FoxyMoron Media Solutions has appointed Alin Choubey as Business Head – North. Choubey, who will be reporting to Prachi Bali, FoxyMoron’s National Head of Client Partnerships, will be fortifying the agency’s North operations.

     

    Commenting on the appointment, Prachi Bali, National Head Partnerships and Business Head, North, FoxyMoron said: “Alin is a formidable force who has an unwavering drive to propel FoxyMoron’s vision and mission forward.  In him we see the acumen, experience and leadership qualities to lead the growing team in the North to create their best work. His diligence in understanding our client needs and doing what it takes to meet their business goals is an asset for our network and all our partners.”

     

  • Campaign created by Ogilvy South

    Ayushmann Khurrana promotes Titan Eye+

    By Our Staff

     

    Titan Eye+ has released its latest campaign with brand ambassador Ayushmann Khurrana. Conceptualised by Ogilvy, the ad is devoid of voice-overs and dialogues and uses the signature Titan symphony to deliver the key messages.

     

    Commenting on the new campaign, Maneesh Krishnamurthy, Marketing Head EyeCare Division, Titan Company Ltd. said: “It is our ongoing effort to lead consumer conversation in the eyewear category that’s often dominated by price and discount. It is our perspective that Indian consumers are value-conscious and not merely price-conscious. Titan Eye+ provides great value for money with expertise in eye testing, care in recommending the correct solution and a wide choice starting Rs. 999 – making us India’s most trusted eyewear retailer with a 4.9 / 5 rating on google. That we could say all this, without uttering a single word makes this truly enjoyable.”

     

    Added Puneet Kapoor, Chief Creative Officer, Ogilvy South: “Brands like Titan Eye + that deliver consumer delight at all touchpoints, do generate a great word of mouth. And our very talented team on Titan Eye+ came up with the idea of what better expression for word of mouth, than whistling the beloved Titan tune. The idea had instant likability and took a lot of detailing and designing with the director, to deliver the message charmingly.”

     

  • With the size touching $2.7Bn in 2022, we are among the Top 3 fast growing research & insights markets in APAC, notes an Market Research Society of India report

    India Shining in Market Research

     

     

    The Market Research Society of India (MRSI), the apex body of marketing research in India, released the a report titled ‘Research & Insights Industry in 2021’. The report, released by Piyush Goyal, Minister of Commerce & Industry, Consumer Affairs & Food & Public Distribution and Textiles on November 17-18, covers the expanded definition of ‘research and insights’ including the traditional market research agencies, pure-play analytics firms, captives of global companies, outsourcing and various technology providers.

     

    1.Definition and sizing of a new and up-to-date Construct of the Research & Insight Industry 2021

     

    2. Industry recovers post pandemic due to accelerated demand from analytics and international clients

    The revenue of Indian research and insights industry is expected to double by FY26, primarily driven by the increasing demand for analytics, also fueled by international demand.

    FY21 revenue was expectedly impacted by the COVID 19 pandemic, with the biggest declines in custom MR services and syndicated products. However, robust international demand for analytics services ensured that the overall industry declined only marginally. The strong turnaround seen in H2 FY21 continues in the first half of current year (FY22), in line with economic recovery in both Indian and international markets.

     

    3. International business is expected to remain on a strong growth trajectory due to demand for analytics, and tail-winds for outsourcing

    International business grew at a robust pace in FY21 despite the pandemic and the trend is expected to continue.

    Key drivers for international business growth are demand for analytics and greater acceptance of the benefits of outsourcing in several major markets. These drivers should remain for the next five years.

    Domestic custom market research services to recover and grow at double digits in FY22, to reach pre- pandemic levels. Thereafter, growth till FY26 is expected to settle at a rate of around 6% to 7%.

     

    4. Consumer facing industries, ICT and BFSI are the verticals that will keep driving growth

    FMCG, Retail, ICT and BFSI are the largest buyers of research and insights services in 2021, and these sectors will continue to dominate. Fintech and digitalisation will drive demand from these sectors, both in international and Indian markets.

    Verticals that got severely affected by COVID-19 in FY21, such as Travel and Hospitality, are expected to bounce back stronger post pandemic due to pent-up demand.

     

    5. The escalating importance of technology is blurring the lines between the types of organisations that serve the research and insights industry

    Unlike most countries, the Indian industry is characterised by diverse types of players. Apart from agencies that cater to the domestic market, there are a large number of companies that serve international markets. These include those who provide purely research services, report publishers, diversified BPO and IT firms, KPOs and captives of multinationals.

    While these companies have different origins and strategies, the industry is witnessing a convergence in service offerings. The increasing importance of technology is accelerating this convergence, especially in larger firms that want to retain their share of the client’s wallet.

     

    6. Consolidation is changing the contours of the research and insights industry

    With the role of technology growing dramatically and the declining share of traditional services, the definition of a “full- service” research agency is changing and lines between player types are blurring.

    Large full-service agencies and market research outsourcing companies are adding analytics to their offerings often through acquisitions. IT and BPO companies are muscling into market research as well as analytics. Report publishers are re-focusing on consulting or custom research. Large cash- rich companies in traditional consumer MR and IT/BPOs are aggressively acquiring niche analytics firms. This consolidation is likely to further intensify competition

    Enthusiasm for Indian start-ups, coupled with the robust global demand outlook, means that their private and public funding is likely to scale new peaks in India.

     

    7. A key business challenge for the industry to deliver on the growth potential Is attracting and retaining talent

    Roughly 110,000 to 115, 000 full-time employees are estimated as the workforce for the research and insights industry in FY21.

    Workforce in analytics would increase by close to 15% annually, for the next few years. With the increased adoption of technology, full-service MR agencies and panel providers are likely to redesign or rethink their workforce to enhance IT and analytical skills and staffing.

     

    8. Unveiling the concept of “MR 3.0” and signposting the journey

    The Indian research and insights industry is on the path to adopting and adapting to the current and up- to-date version of “MR 3.0”

    The consolidation of businesses and blurring of lines between types of players is part of this trend. The use of technology is another marker of the emergence of MR 3.0.

     

    9. Technology and changing customer needs are driving the transition to MR 3.0

    COVID-19 forced businesses globally to accelerate their transition towards digital. Online data gathering methods, online qualitative and online panels have gained traction in India as well. Similarly, there is an increased use of technology and automated extraction tools in secondary research. Growth in DIY platforms is seen, and this will encourage small-budget companies to start using market research more often

    The researcher’s role is rapidly changing, with focus changing from data collection to data analysis. Moving beyond simple analytics, service providers are helping clients gain valuable insights using advanced analytics such as natural language processing (NLP), machine learning (ML), predictive analytics and decision intelligence frameworks.

     

    10. Looking forward to 2026, these trends will continue and intensify

    A. Moretechnology and business model disruption is foreseen

    Technologies such as AI and analytics are still in their infancy today. These will be the new economic currency for the market research and insights industry. Rapid digitalization will pervade more sectors and create more data trails.

    Productization and platform-based services will gain more traction.

    B. Blended Story Telling

    In the coming years, there will be specialists who would excel in Q & A based research and those who will excel in listening. The ultimate success paradigm would be one where best of both these are blended together to land powerful stories about why consumers are doing what they are doing, and how we can influence their choice decisions. That would lead to the creation of a new breed of researchers – Consumer Data Scientists: those who understand marketing, research and technology and have the ability to distil all three to deliver powerful insights

     

    10. Looking forward to 2026, these trends will continue and intensify

    C. The need for insights and data will become even more important in this radically changing world.

    The focus will shift focus from asking to observing, questioning to discussing, collection to analysis, insight to foresight, rational to emotional, large surveys to data streams, geographically fixed to mobile, siloed to converged, cognitive self-reporting to precognitive neurosensing, and project-based work to engagement-based consulting. Research and insights will find ways to integrate itself across the strategic decision- making process, will help clients pull insights from disparate data streams, will aggressively leverage foresight tools, will be nimble, and will make speed a core competence by fully leveraging the 24-hour global clock.

  • There's been a mini-furore on the decision to disallow Budweiser beer being available at the Fifa World Cup 2022 statdia. So we Dr Bhaskar Das a question for the November 22 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | If you were CMO of Budweiser, how would you react to the organisers banning sales of beer at the stadium, at the eleventh hour?

    Bhaskar DasThere’s been a mini-furore on the decision to disallow Budweiser beer being available at the Fifa World Cup 2022 statdia. So we Dr Bhaskar Das a question for the November 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

     

    Q. If you were CMO of Budweiser, how would you react to the organisers banning sales of beer at the stadium, at the eleventh hour?

     

    A. When it comes to FIFA World Cup Football, one can’t just look at only the marketing side of things. And this year’s Cup has its share of controversies and a plethora of opinions. I don’t want delve into that.

     

    I must highlight that Budweiser has a relationship of over three decades with FIFA and just one incident can’t perhaps affect its popularity. Yes, if one talks about ROI of the investment, there can be their internal measurements and since I have no visibility on the same, I can’t comment on that.

     

    Having said that, you must not forget that it is a controlled restriction at the venue and its immediate surroundings and not ban of Budweiser sales completely. And Budweiser’s non-alcoholic beer, Bud Zero, will continue to be sold at all eight of the country’s World Cup stadiums, according to FIFA officials. So no brand person should be devastated by this decision. Sometimes disruptions do happen in marketing activities, but that need not be apocalyptic.

     

  • To strengthen the brand's position

    Pitchfork partners with SBICap for PR

    By Our Staff

     

    SBICap Ventures Limited (SVL), the alternative asset management subsidiary of SBI Capital Markets Limited, has appointed Pitchfork Partners as its strategic communication counsel. The agency will holistically work towards strengthening the brand’s position as India’s fastest-growing asset manager companies.

     

    Said Anjana Seshadri, Vice President, Neev Fund: “We are excited about our collaboration with Pitchfork Partners. Our long-standing association with the company has propelled us to expand our horizons and dive even deeper in the brand’s communication with the media. With Pitchfork’s guidance and expertise, we hope to foster a better positioning of SBICap Ventures as a whole.”

     

    Added Jaideep Shergill, Co-founder, Pitchfork Partners: “We are happy to announce this partnership. Given SBICAP Venture’s current positioning in the market, it has out to become one of India’s largest asset management companies. We are privileged to partner with them and build on their credibility.”

     

  • Aditya Birla Health Insurance launches campaign

    By Our Staff

     

    Aditya Birla Health Insurance Company Ltd. (ABHICL), the health insurance subsidiary of Aditya Birla Capital Limited, has announced the launch of its campaign #FitnessKaUltimateInfluencer to communicate the benefits of Activ Fit, an insurance plan that is tailored specifically for the young and healthy audience. It has partnered with influencer and actor, Ali Fazal, for the same.

     

    Said Mayank Bathwal, CEO, Aditya Birla Health Insurance: “Millennials today account for over 34% of our population. We at ABHICL, see a huge potential in this under-penetrated segment. #FitnessKaUltimateInfluencer has been created to establish positive engagement with the young population by informing them about Activ Fit, a plan especially designed for the young and healthy.  It rewards their healthy lifestyle with attractive and instant discounts along with HealthReturnsTM and plays the role of an ultimate influencer of fitness in their lives. The campaign re-affirms our commitment of being a “HealthFirst” company that aspires to go beyond traditional health insurance practices.”

     

  • Conceptualised and written by Dentsu, Delhi

    Hamdard launches brand campaign for Safi tonic

    By Our Staff

     

    Hamdard Laboratories has launched a new brand campaign for Safi tonic. The 360-degree media campaign film has been conceptualised and written by Dentsu, Delhi, and features actor Kriti Sanon and her sister Nupur.

     

    Said Suman Varma, CMO of Hamdard Laboratories: “The first thing we notice about people when we meet them, is their personality and their skin. Bright skin always adds to one’s aura. Safi aids not just in treating acne /pimples, but its usage over time gives one glowing skin.It removes dark spots, and eliminates toxins from the body and gives bright glowing skin naturally. Safi is your Skin Expert. Try it for yourself to know its benefit.”

     

    Added Abdul Majeed, Chairman, and Managing Trustee, Hamdard Laboratories (Medicine Division): “Health and wellness deserve the highest priority today. Today’s people are conscious of their health and outer appearances alike. It is my belief that when people eat well, sleep well, and keep their bodies cleansed of impurities the result is not just great. It is miraculous.”