MxMIndia

Author: mxmadmin

  • Kosambia was last with Grey as Group Creative Director

    Bhavesh Kosambia joins Wondrlab as Content Lead

    By Our Staaff

     

    Wondrlab has appointed Bhavesh Kosambia as Content Lead. As a part of strengthening its creative leadership team, Kosambia will report to CCO Amit Akali and lead a set of key accounts and talent.

     

    Kosambia was last with Grey as Group Creative Director. Said Akali on the appointment: “I’ve been lucky to work with Bhavesh in the past. Both, as a creative person and as a film maker. He’s done some of our best work as a director and I’ve seen him do his magic as a creative team lead. He’s one of those rare people that is constantly learning and evolving. And I’m sure he’ll quickly get down to doing cutting-edge, platform first, tech-led work. We are also clear that inhouse talent is going to get all possible opportunities, especially with our in-house production set up – Bhavesh has already directed a few films for us, including the recent ‘Karva Chauth’ film for Bharat Matrimony. Most importantly, he’s someone our clients can depend upon as a partner and support system to build their brands.”

     

    Bhavesh Kosambia, Creative Lead, Wondrlab, adds, “I have always believed that any place is made by the people who work there and my association with Wonderlab and What’s Your Problem for the last couple of years has just proved me right again. The energy, dedication, and quest for doing something different by Amit, Rakesh and Saurabh can only be experienced only if you work with them. Currently the place is buzzing with talented and hungry for good work people and equally hungry for good work clients. Honestly speaking I feel like an extended family who has come to feast at a table where everyone is already enjoying whatever they are supposed to do. And I am sure I too will be able to join the party.”

     

  • Starting 4th December

    Sony bags rights for Bangla 2022

    By Our Staff

     

    Sony Pictures Networks (SPN) has bagged the exclusive television rights to broadcast the India tour of Bangladesh 2022 (Men’s Cricket).

     

    Said Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India: “It gives us immense pleasure to present fans with Team India’s final series before ending a successful year of cricket. India’s overseas record under the leadership of Rohit Sharma has been remarkable, and we hope to witness the same success in Bangladesh. With this series, we aim to continue providing fans with non-stop cricket action.”

     

    Added Nizam Uddin Chowdhury, Chief Executive Officer, Bangladesh Cricket Board: “We are happy to note that Sony Sports Network has acquired the broadcast rights for India’s tour of Bangladesh 2022. Sony Sports Network is among the industry leaders, and I am sure the broadcast quality and standards will be befitting of a much-anticipated series like this one.”

     

  • Tomorrow's marketing communication agencies could then very well be AI specialists, writes Ashoke Agarrwal

    AI, B2I, CI & Advertising

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalAdvertising sits at the interface between marketing and media.

     

    Therefore, the impact of technological change in the media world has had a lasting effect on advertising. Advertising’s first phase of evolution was from being a press-driven cognitive medium to the emotive resonance of the radio age. Then, in the television age, the emergence of video changed the very grammar of advertising. And now, in the Internet and social media era, advertising is trying to come to terms with a shift from being an intrusive form of mass persuasion to learning to be interactive and conversational.

     

    Historically, technological changes in spheres other than media have had a peripheral effect on the business of advertising. For example, computer technology has improved studio, planning and operations productivity.

     

    A new era of technological disruption is approaching with the gathering emergence of AI in its various avatars. But what will the effect of AI be on the business of advertising? Will the impact be peripheral, or will it affect the core? Two alternative scenarios emerge.

     

    Like the IT age, the AI age may only affect the productivity of advertising agencies. For example, the AI age could lead to a more efficient and faster path from idea to campaign production. Creative departments could use AI-driven CGI to create photographs and videos using avatar-licensing arrangements with celebrities, influencers, and models. Strategic and media planning could use Deep Learning engines that probe research databases and Big Data to deliver more effective plans. Operations could be more streamlined with meeting memos and day-to-day communications handled by bots. The lead in productive efficiency and effectiveness that the AI age brings to the advertising business could be as high or even higher than the IT age.

     

    The second scenario is when AI disrupts the very core of the advertising business. Imagine a situation where due to advances in AI, advertising as a business, if it was to continue to exist, has to sit between marketing and the individual and not as it currently does between marketing and media.

     

    Marketing in the AI age could morph into a discipline which truly owns the consumer relationship. Today companies act in the world of mass marketing. So much of a company’s marketing, sales and advertising budgets are wasted on addressing consumers who will never buy their products and brands. Tomorrow marketing could shift to being the art and science of marketing the brand to an individual, one individual at a time. Let’s call it B2I marketing. A B2I brand will focus on owning and nurturing the brand’s relationship with a specific individual, individual by individual.

     

    A B2I brand’s product development, distribution, marketing and marketing communication budget will be an accretion of the resources required to build and nurture the relationship with a specific individual, individual by individual.

     

    The age of B2I marketing will dawn when AI leverages a slew of other technologies. Robotics-assisted flexible manufacturing technologies will enable the customization of products. High bandwidth, low latency mobile and IoT networks combined with real-time Big Data analytics will drive true customization of services. In addition, the maturing of delivery drone technologies will facilitate D2C distribution. Finally, Deep Learning engines will sit atop the entire ecosystem to build ROI across the system.

     

    The brand will become, in essence, an AI entity in touch with individual customers. And marketing will shift to the next generation of the Service-Dominant-Logic (SDL) paradigm as outlined in my MxM India column dated 27th October 2022.

     

    The AI brand-side revolution in marketing will also have a consumer-side AI facet.

     

    As AI scales over the coming decade or two, it will develop as a “consumer appliance”, which I call Concierge Intelligence (CI). I have written about CI in my MxMIndia post on 6th January 2002 titled “The Coming Post-Digital Age.”

     

    An individual’s CI will communicate with the brand’s AI in two-way, always-on, low latency, Big Data cognisant communication. The objective will be to maximize the individual’s satisfaction levels with the brand while driving the brand’s ROI.

     

    The question now is if, in the AI age, marketing morphs into B2I marketing, what will become of the business of advertising?

     

    If it is to exist in the age of B2I, advertising will become the art and science of always-on, customised two-way conversation between two sets of AI engines- the brand-side AI and the individual-side AI (CI).

     

    It stands to reason that the business of advertising agencies will then become the business of creating proprietary AI designed to deliver the most effective communication between a brand’s AI and an individual’s CI. Brands would go to external agencies to develop this AI because of the same reasons they prefer external advertising agencies today over in-house cells – specialized expertise honed over multiple brands.

     

    The dawning of the digital and social media age allows agencies to develop the planning and creative chops to deliver effective two-way one-to-one conversations with consumers. But, alas, most traditional agencies are frittering away the opportunity by delivering digital and social media campaigns that follow the time-worn principles of aiming one-way campaigns at an amorphous mass of consumers.

     

    A few tech-driven marketing communication agencies are beginning to hone the technology and creative nous that will enable them to deliver the AI and two-way conversational advertising of tomorrow.

     

    To sum up, the age of AI in one scenario offers substantial productivity gains to both creative and media agencies. However, in the other scenario, the age of AI could make creative and media agencies obsolete.

     

    Under this scenario, marketing communication will morph into a specialised and customised AI engine that drives brand-building conversation between the brand-side AI and the consumer-side AI (CI).

     

    Tomorrow’s marketing communication agencies could then very well be AI specialists. Specialists who build and operate proprietary AI customised to a brand’s AI ecosystem to interact with various types and levels of individual AI (CIs). To nurture and develop brand-to-individual relationships.

     

  • TVC campaign targets millennials and the elderly

    Sania Mirza promotes Centuary Mattress

    By Our Staff

     

    Centuary Mattress has launched new campaign with brand ambassador Sania Mirza. The campaign is targeted at the millennials and the elderly.

     

    Commenting on the campaign, Uttam Malani, Executive Director, Centuary Mattress, said: “The latest campaign with Sania Mirza is a fun take on the sleeping habits of millennials in the form of a musical; with Sania highlighting the importance of prioritizing sleep on a good certified mattress. Sleeables by Centuary comes with up to 10 years of warranty and CertiPUR – US certified foam and is available exclusively across leading online platforms.”

     

    Added Richa Puri, Associate Vice President – Client Servicing, Pad Agency: “Our brand ambassador Sania Mirza understands the importance of good sleep to achieve great health and how it can be a source of positive energy for millennials to achieve their goals. We are delighted to have her as the force of motivation for the upcoming generation in this new campaign.”

     

  • Has on-boarded actor Ali Fazal as an influencer

    Aditya Birla Health Insurance launches campaign films

    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 an insurance plan.

     

    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.”

     

  • … when favourable publicity is given much prominence, writes Ranjona Banerji

    Ranjona Banerji: Truth is the first casualty…

    By Ranjona Banerji

     

    Ranjona BanerjiThe Ministry of External Affairs put out a long statement on how Prime Minister Narendra Modi and US President Jo Biden spent time together at the recently concluded G20 summit in Bali. According to the MEA, Modi and Biden discussed artificial intelligence, advanced computing, emerging technologies, and close cooperation between their two nations.

    According to the White House Press Secretary however, the two met very briefly and that of course, the relationship with India is very important.

    Which of the two stories is true and how has the Indian media reacted?

    Why do I ask.

    Obviously, sensationalism is the default only when a Muslim man is accused of murdering a Hindu woman.

    But when two governments disagree, then we dismiss that to column inches on the inside pages or whatever the TV equivalent of that is. We do not have the courage to accuse the US Government of lying and we do not have the courage to expose Modi’s publicity department of lying and thus we are caught between a rock and a hard place.

    Such is our dilemma in the media that even when the US state department mentioned Modi’s name in a list of somewhat, um, dubious dictators and politicians who have been given US visas only because they were heads of state, our normally loud and combative media when it comes to protecting Modi’s name, have been mild or silent.

    The MEA’s little bleats of protest have not been amplified either. But it is the truth, much as the media does not like it. As Chief Minister of Gujarat, Modi was denied a visa to the US by the George W Bush government. This was overturned when he became prime minister because he became prime minister. The main reason the media will not make a big deal of this recent “insult” is because it brings up the issue of the Gujarat 2002 riots, which the media does not want to discuss for obvious reasons.

    The MEA also put up a wishy-washy protest: do not see how the comment was “relevant, necessary or contextual”.

    If the media had any courage, it could put up a show of massive outrage and excoriate the US state department.

    Or, conversely, it could prove how the remarks by the US state department were relevant and contextual – the question asked was about how Saudi Arabia’s Mohammad bin Salman was given immunity while facing allegations of killing journalist Jamal Khashoggi and the official was listing other people who had earlier been given immunity. Clearly, there is relevance and context. Modi is one more example of relaxation of an earlier ban. “Necessary” perhaps is debatable. Or not. And let’s not forget that Modi has bear-hugged Saudi Arabia’s Salman on more than one occasion.

    That the media could do neither once more underlines how much of it acts as a publicity device for Prime Minister Modi whose primary responsibility is to ensure that his image is not sullied. This image is more important than the image of India and of the truth itself, obviously. Truth is the first casualty when favourable publicity is given such prominence.

    And that is why we were denied such fun debates as: US insults Modi! Biden must Answer!

    Biden depends on Modi! White Press Secretary Must Apologize!

    Our loss?

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal

     

  • The way the sport was growing about a decade ago, football should have been a clear No 2, writes Shailesh Kapoor. But… read on

    Whistle Up The World Cup

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorWe are moved from one World Cup into another. Within a week of the T20 Cricket World Cup final, the FIFA World Cup kicked off in Qatar. So far, it’s been a fairly engaging tournament, though punctuated by four goalless draws on the way. There have already been two big upsets in the first four days, with fancied Argentina and Germany losing to Saudi Arabia and Japan respectively.

     

    The popularity of the sport of football rose in India about 10-15 years ago, as international leagues started getting popular, and a loyal (though niche) fan base started building around specific teams and players. Over the last five years though, the sport seems to have hit some sort of stagnation. In Ormax’s ‘We, The Sports Fans of India’ report, released in April 2022, football has 23.4 million fans in India, and ranks no. 4, just behind kabaddi (28.5 mn) and WWE/ wrestling (26.5 Mn). Cricket, of course, is the dominant leader, at 124.2 Mn.

     

    The way the sport was growing about a decade ago, football should have been a clear No 2, with about 35-40 millions fans, at the very least. One of the impeding factors has been that Indian Super League (ISL), founded in 2013, has failed to fire. The league continues to exist and even get some viewership. But it has not generated fandom for the sport, beyond a handful of states like West Bengal, Goa and Kerala, where the sport has always been big anyway.

     

    In contrast, kabaddi has seen huge build-up of fanbase, starting from virtually nothing, on the back of a vibrant and thriving league. It’s not very difficult to understand why Pro Kabaddi League has been a bigger success than ISL. With exposure to the best of international football, the quality at display in ISL looks mediocre in comparison. And there is no room for mediocre content in a world where we are inundated with options.

     

    The sport one starts watching in one’s teens is often the main sport one watches through the rest of their lives. What one plays (the few who do!) may evolve over the years, but the first choice to watch invariably doesn’t. Football was making inroads on this front, till a few years ago. A new generation of kids in the metro cities would find cricket too slow, and international football became their go-to sport.

     

    Since then, these kids have grown up to be in their 20s, and IPL has grown stronger with each passing year. The gap between cricket and other sports may only be widening now, I suspect.

     

    But that’s a thing of the future. For now, we have another three weeks of what is arguably the biggest global sporting spectacle, and at very friendly India timings too. Relish!

     

  • These figures were highlighted in well-known journalist Vanita Kohli Khandekar's column in Business Standard. We couldn't not have asked him a question on this, which we did today. Here's Dr Bhaskar Das in the November 25 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Meta is said to be India’s largest media company. Should we surprised?

    Bhaskar DasThese figures were highlighted in well-known journalist Vanita Kohli Khandekar’s column in Business Standard. We couldn’t not have asked him a question on this, which we did today. Here’s Dr Bhaskar Das in the November 25 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. Meta is said to be India’s largest media company. Should we surprised?

     

    A. I am not surprised. It was on the cards for quite some time as India emerged as one of Meta’s biggest markets. But it’s an unfair comparison as Meta is a global company and has been pumping resources to increase userbase to a point that it could leverage the platform for  advertisers. This is the sunny side.

     

    But even Meta has started feeling woes in Indian market due to dominantly male userbase and women reportedly avoiding it on content issues. Meta investors have also started questioning its dwindling revenues. I am not suggesting that Meta’s Number 1 status in India would get diluted by the aforesaid challenges. These challenges are encountered by any leader at some point of their upward journey and I am sure the organisation would respond to it to ensure market dominance.

     

  • Showcased new Aramid-based Bias Belted Tyres for the Royal Enfield Bikes

    Ceat is tyre sponsor for Rider Mania 2022

    By Our Staff

     

    Ceat Limited, the tyre manufacturing company owned by the RPG Group, was the exclusive tyre sponsor for Rider Mania 2022, the annual motorcycle festival organised by Royal Enfield Bikes.

     

    At Rider Mania 2022, Ceat also sponsored Ceat Adventure Trail and Ceat Dirt Track events. Royal Enfield’s newest flagship offering ‘The Super Meteor 650’ was unveiled at the Rider Mania. As the exclusive Royal Enfield Tyre Partner for the Super Meteor 650, Ceat showcased its new Aramid based Bias Belted Tyres for the Royal Enfield Bike. Ceat also organised ‘Tread Your Way’, a fun activity for the participants, wherein participants were asked to design the most suitable tread using clay and tools for various riding conditions. Ceat Tyres also sponsored a women riders’ team who drove from all the way from Kerala for Rider Mania.

     

    Commenting on the event, Lakshminarayanan B, Chief Marketing Officer, Ceat Tyres said: “We are delighted to be the exclusive sponsors for Rider Mania 2022. It is a one-of-its-kind event for biking enthusiasts. The event gives a slice of differentiated challenges for the riders’ abilities and helped them acquire knowledge and experience to tackle difficult terrains. We were overwhelmed by the huge level of participation in the event. At Ceat, we will continue to support the motoring talent of India and look forward to more such events in the future.”

     

  • The win was a result of a multi-agency pitch

    Mullen Lintas bags mandate for Saffola Honey & Soya

    By Our Staff

     

    Mullen Lintas Mumbai has bagged the creative mandate for Marico’s Saffola Honey and Saffola Soya, following a multi-agency pitch. The agency already handles the creative duties of Saffola Gold, Saffola Oats (Masala & Plain) and Saffola Oodles, thus expanding the portfolio.

     

    Speaking of the win by the agency, Hari Krishnan, Chief Executive Officer, Mullen Lintas said: “Forgive the pun but this win is too sweet! It was a really exciting challenge that was posed by the marketing brief, to create a distinct brand narrative in a category that has seen the dominance of one brand. We were able to define the business objective and the problem definition sharply and then we went on to identify consumer insights that were rooted in some category/product truths which could help build a new narrative in a category where the purchase decision is almost habitual or routine. We look forward to partnering Marico in building a distinct brand space for Saffola Honey & Soya.”

     

    A Marico spokesperson added: “We see tremendous potential to build scale in the healthy foods category. We are committed to deliver ‘better for you’ differentiated offering to our consumers under our brand Saffola. With our partners Mullen Lintas, we are looking forward to create new benchmarks in this exciting category.”

     

  • Campaign created by Ogilvy

    Livon launches a self-check guide for breast cancer

    By Our Staff

     

    Livon, a hair serum brand from Marico Limited, has released a self-check guide to prevent breast cancer. The 40-second video with the hashtag #KeepAbreastAndLivon, the brand urges women to check for breast cancer every month in an effort to beat the disease.

     

    Notes a communique: “Livon has partnered with Dr. Lakshmi Sukumaran, a breast cancer survivor herself, to guide followers in the right way to self-check. Conceptualised and executed by Ogilvy’s Content Force, the  video emphasises the importance of self-check for every woman.”

     

  • Subramanyeswar S, popularly known as Subbu, is said to be the new Group CEO

    Lintas bosses Amer Jaleel & Virat Tandon rumoured to be turning entrepreneurs

    Amer Jaleel & Virat Tandon

    By Our Staff

    Every few years, just as one thinks the ship is sailing rather smoothly, there is a surprise announcement of the big bosses of Lintas moving on.

    It happened with R Balki, Joseph George, Arun Iyer and now the duo of Amer Jaleel and Virat Tandon. Jaleel has been Group Chief Creative Officer and Chairman of the MullenLowe Lintas Group and Tandon has been Group CEO. They are, like their predecessors, reported to be turning entrepreneurs. They had taken charge in September 2018.

    Subramanyeswar S, popularly known as Subbu, who has been the long-standing Chief Strategy officer – Asia Pacific & Head of Global Planning Council of MullenLowe Group is said to be the new Group CEO.

    When contacted, Jaleel said he was on vacation. A representative of the the Mullen Lowe Lintas Group told MxMIndia that there is no announcement made so far