Author: mxmadmin

  • Equitas Small Finance Bank rolls out CSR drive for education

    By Our Staff

     

    Equitas Small Finance Bank unveils ‘Circle of Life’ video to highlight the right to education for children in India.

     

    Commenting on the release of the video, Vignesh Murali, Head – Marketing and Corporate Communications, Equitas SFB said: “Our ‘Circle of Life’ series signifies a way of taking and giving back to society and showcases the lives of people like Radha who go through problems yet never dim their determination to work towards achieving their goals. Equitas has always believed in Beyond Banking and played a small role in taking the needy section of society closer to their dreams. Success in these tasks is a motivation for all of us, as the feeling of making millions smile is truly beyond what words can explain. Circle of Life’ features real-life transformation stories of bravery, sacrifice and compassion, which the bank aims to reach a wider audience with the series to inspire and give hope.

     

    With a single-minded focus on making banking simpler even for the unbanked and under-banked, the institution has been attesting to the fact that money can be used as a force for good. The web series is available on the social media platforms of Equitas Small Finance Bank.”

     

  • UdChalo launches #salamveterans campaign

    By Our Staff

     

    UdChalo, a consumer-tech company that exclusively serves the Indian defence forces and their dependents, announces its new campaign #salam veterans. The brand highlights the veterans’ contribution to society and unveiled a campaign to celebrate veteran’s days. Hosted by Param Veer Chakra awrdee, Subedar Major (Honorary Captain) Yogendra Singh Yadav, the series features five short films capturing and acknowledging contribution of veterans.

     

    The 5 feature films on, Lt Col Tushar Ghate (Agriculturist and PhD holder in Nuclear Science), Col Micki Uberoi (Founder – President, Ghar Sant Ishwar Foundation), PRC (Pune Rehabilitation Center) members and Lt Col Patil Founder, Green Thumb. The ad films narrate the stories of the protagonists their struggles, their learnings while servicing in the forces and how that helped them influence and understand the needs of the society. This is the first time these veterans talk about their stories and the impact the have been able to create.

     

    Talking about the campaign, Ravi Kumar, founder and CEO, UdChalo said, “The sacrifices every veterans and their families have made transcends any of our thoughts. To salute and honour this selfless sacrifices, #salam veteran campaign celebrates the unsung heroes that our nation has created. Through this campaign, UdChalo wants to inspire the nation to sit and reflect on the many freedoms that we enjoy in our country which has been possible only because of the uniform service men who have put the love of the nation before everything.”

     

    Col DB Tingre, Head of Defence relations teams added: “The foundation of UdChalo is to service the defence fraternity and the veterans of India. We are fortunate to have worked with innumerable veterans with our in house Veteran’s placement programs and employing veterans within UdChalo teams. We are taken aback with their dedication and commitment towards work and there is so much to learn from them especially about discipline and being purposeful in the society.”

     

  • Damensch launches new campaign

    By Our Staff

     

    Damensch, online men’s clothing store, launches a new brand campaign #ComfortInAPurpose.

     

    Commenting on the campaign, Deepti Karthik, Senior Vice President, Marketing, Damensch said, “Once we knew our Brand Truth(Comfort) we set out to define our role in our consumers’ lives. We identified our archetype as Creator with our core DNA being “Innovation” which naturally aligns us with those who don’t walk the trodden path. As a brand, we want to be that person our customers are the most comfortable with, someone with whom one has meaningful discussions. We don’t think of ourselves as mentors or guides nah.. more like that chill friend who one feels like talking to when you need to declutter your head and a personification of this Brand Role is our community -WeDaMen. WeDaMen is a community for men who subscribe to alternative masculinity, it stands for what we as a brand believe in, and what a privilege it is to welcome Shantanu, Chow, and Aman to it.”

     

  • Finger on your Lips!

     

     

    By Ranjona Banerji

     

    Ranjona Banerji“Official attempts to curb information and debate trigger suspicion,” says a Times of India editorial on the gag order issued by the National Disaster Management Authority on the Indian Space Research Organisation, after satellite images of ground subsidence in the Himalayan town of Joshimath were released to the public.

    For the people of Joshimath, the ISRO images substantiated their suspicions. For India’s officials, ISRO halted some attempts at official obfuscation and control of information.

    At least, that’s what the edit tells us.

    But did the officials act alone or was there some other power that wanted information to be suppressed?

    Everything in India, as we well know, and especially those of us in the media know, is politics.

    So did the NDMA act alone or was there a diktat from elsewhere?

    Sadly, most media houses have no sources in the ruling party, so they cannot inform the public of anything brewing. They do have direct access to the BJP’s public relations department however, which is why top TV anchors always know at least five minutes before the PM is about to go somewhere or do something, so that they can announce it on Twitter. An honourable exception is a particular news agency which showed up for a clandestine swearing-in ceremony before most politicians even found out about it. That news agency has top sources.

    Of course, all media houses have plenty of sources in the Congress and other opposition parties so they always know which disgruntled obscure party member has organised his or her own desertion to the BJP and wants maximum publicity for this act.

    So, this “gag order” on state agencies like ISRO has not been called a travesty of democracy, of authoritarianism and so on. It’s just some bureaucrats thinking too much of themselves, ha ha ha, this is how India is.

    I have named The Times of India but the situation is no different in the rest of the Indian mainstream media.

    Or else, it would have investigated inequality in India itself, rather than just publish the stellar job done by Oxfam India.

    https://www.oxfam.org/en/india-extreme-inequality-numbers

    Frankly, the numbers presented by Oxfam are horrific: That the top 10 per cent of India holds 77 per cent of India’s wealth, that 73 per cent of the wealth generated in 2017 went to only the richest one per cent and that 670 million people saw only a one per cent increase in their wealth.

    Let’s forgive today’s journalists for not finding this out themselves. We know, we know all the excuses. They are not allowed to work. Their owners are horrific. Such stories would never get published anyway. Who cares about the poor when we have so many billionaires and so on.

    But it is more sinister than that. Misinformation has to be spread that so that no stain is cast on the current administration and especially on the current prime minister. That work trumps all others.

    And the manner in which this misinformation spreads and takes hold is definitely remarkable. An interaction with senior school children in this week provided a small insight. They were certain that Narendra Modi as prime minister had done a stellar job in increasing employment in India and pushing India’s GDP higher. These were intelligent, aware children. Where did they get this idea from? Their teachers, their parents, the media?

    Take for instance the inauguration of a private cruise ship by the prime minister last week. Why Modi should inaugurate a privately-run cruise is not up for discussion. Or let’s buy the excuse that this was a tourism-boosting exercise and that since the cruise ship ran down the Ganga in which Modi has a personal interest, it was the correct thing to do. How should the media present the news that the cruise ship ran aground three days later because of the shallow waters of the river in Bihar?

    Exactly the same way the media largely ignored the fact that the roll on roll off boat that the PM inaugurated did not work a couple of days later or the seaplane he inaugurated did subsequently not take off. The brief for the media is to provide publicity for the event. And build Modi’s image as India’s greatest leader. Not to follow up on the story or to even mention the PM. Excoriation, jest, sneers, jeers – these are all reserved for opposition politicians.

    Thus the Economic Times uses a photograph of Modi to illustrate its news article about the song Naatu Naatu, from the film RRR, winning best original song at the Golden Globes.

    He won it for India, didn’t he?

     

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

     

  • Quotient Group gets T ‘Gangs’ Gangadhar as Group CEO

    By Our Staff

     

    Quotient Ventures, Mumbai based Brand and Communications Group, appoints media and advertising veteran T. Gangadhar (Gangs) as co-founder and Group CEO.

     

    Talking about the appointment, Founder and Group Chairman & CEO, Joseph George ( Joe ) said: “I have always admired leaders in companies getting in talent better than oneself; I think I have done so too with the appointment of Gangs. His experiences and competencies across Organizational leadership (India & APAC), P&L Management, Advertising (strategic planning and account management), Marketing, Media, Content, Digital and Data are just what the Group requires hereon in its growth ambitions across Tilt Brand Solutions, Vector Brand Solutions and StudioQ.”

     

    Talking about his appointment, T.Gangadhar, the incoming Co-Founder & Group CEO added: “I have tremendous admiration and respect for what Joe, Shriram and Rajiv have built in such a short period of time. Rarely does one get the opportunity to lead an organization that has so much going for it, yet is hungry to do better. I am excited about the prospect of deploying the Full-Brained-Thinking philosophy, and further consolidating the Group’s position as a premier destination for brands and businesses owners.”

     

  • Zefmo Media unveils 5th edition of India Influence report

    By Our Staff

     

    Zefmo Media Private Limited (Zefmo), influencer marketing platform, has tabled the fifth edition of the India Influence report, that chronicles the growth of the influencer economy in 2022 and provides a peek into the global trends of 2023. The report lays out how the influencer marketing space is radically transforming itself to provide monetisation avenues for hyperlocal micro-influencers across India’s metros and hinterland.

     

    Shudeep Majumdar, co-founder and chief executive officer at Zefmo, said: “In our most exhaustive influencer market report yet, our team went both broad and deep to collect inputs from a wide variety of emerging content creators. These influencers are at the heart of the creators’ economy and will dictate the content creation trends in times to come. It is heartening to learn that hyperlocal micro-influencers are pushing the boundaries of content creation while effectively monetizing them. Also, this year’s report sheds light on some of the emerging trends for 2023 which marketers may find useful in planning their marketing mix.”

     

    Survey insights of India Influence Report 2022 –

    > Choice of social media platform: 38% – YouTube, 36% – Instagram,  11% – Twitter, 6% – Facebook, 9% – others

    > The ideal time period for videos: 23% – less than one minute, 27% – between one and three minutes, 22% – more than 5 minutes, 33% – can’t say

    > Sectoral split of brand campaigns: 53% – FMCG, 17% – D2C, 14% – Electronic devices, 9% – Finance, 7% – others

    > Preferred content language mix by the brands: 29% – Hindi and other regional languages, 38% – mix (bilingual) of English and regional languages, 33% – English

    > Campaign duration and payout: 44% – increase in campaign duration and hike in payout, 34% – reduction in both campaign duration and payout (vs 2021), 22% – no change in either campaign duration or payout

     

    Influencer marketing trends, 2023 and beyond –

    Trend 01: Metaverse exploration (NFTs) –  Influencers, including those who have recently embarked on their social media journey, are increasingly focussing on how they can create multiple channels to both better engage and monetize via their presence in the metaverse as well as the creation of NFTs. While they remain cognizant of the market fluctuations when it comes to cryptocurrencies, a majority of influencers are bullish regarding the long-term prospects of cryptos and their positive impact on NFT valuations.

    Trend 02: Fractional Brand Ambassadorship – Mega influencers, and even celebrities who have now embraced influencer marketing, are now open to the idea of fractional brand ambassadorship allowing smaller brands to afford them for brand promotion. Going forward, influencers and celebrities will be evaluating endorsing non-competing brands at a fraction of their brand ambassadorship fee due to this innovative model.

    Trend 03: Hyperlocal Micro Influencer Monetisation – Brands across India are now embracing the power of micro-influencers to reach out to their customers. Moreover, brands are now relying on hyperlocal micro-influencers to talk in regional language and approach better relationships with their customers. In doing so, brands are forging a more personal relationship with their customers via these influencers. In turn, such influencers are able to monetize their content across established platforms. This phenomenon is adding to the democratization of the influencer economy.

    Trend 04: Merchandising & Productization – Influencers are keen to monetize their personal brand by promoting their range of merchandise. In addition, influencers are also converting their content streams into ‘products’, such as training courses and knowledge repositories. Over time, content streams have the potential to become knowledge banks on topics ranging from travelogues to coding.

    Trend 05: Brand Agnostic Advocacy – Influencers are associating themselves with multiple brands without any particular affinity towards a certain sector. In fact, influencers are now embracing brands from various backgrounds that are more akin to their content genre rather than endorsing brands that are alike. On the brand side too, marketers are more open towards engaging with influencers whose content comes across as unique and has a high relatability factor with their audience.

     

  • Binodan Sarma joins DDB Mudra Group as Head of Digital – North

    By Our Staff

     

    DDB Mudra Group appoints Binodan Sarma as Executive Vice President – North. In this role, Sarma will lead the digital business for both DDB Mudra and 22feet Tribal Worldwide for the Group’s Gurugram office. Sarma’s appointment will be instrumental in inspiring the teams and clients to visualise digital as an ecosystem to deliver full funnel marketing solutions.

     

    Speaking on Binodan’s appointment, Ashutosh Sawhney, Managing Partner – North, DDB Mudra Group said: “DDB Tribal – the amalgamation of DDB Mudra & 22Feet Tribal Worldwide in North is coming of age. The idea of blurring the lines between digital and mainstream is a reality today and I am proud to say that at DDB Tribal, we are at its leading edge with clients like Royal Enfield, One Plus, Mars Confectionery and many more. In Binodan, we found not only a digital transformer but also an advertising professional with an astute sense of business and most importantly, a thirst for creating big, creative ideas.”

     

  • &TV and Mumbai Traffic Police join forces for Road Safety Week

    By Our Staff

     

    The Mumbai Traffic Police has teamed up with &TV for Road Safety Week starting January 11-17. Road Safety Week is organised annually to promote awareness on road safety measures and rules. Popular actors from &TV serials Angoori (Shubhangi Atre) and Anita (Vidisha Srivastava), will reinforce numerous road safety measures like wearing helmets, seatbelts, no drinking and driving, among others.

     

    Talking about Road Safety Week, the Joint Commissioner of Police (Traffic), Shri Pravinkumar Padwal, said: “Road safety is one of the most important goals for the Mumbai Traffic Police and it is our constant endeavour to create safer streets for the citizens of Mumbai. In continuation of this endeavour, we are happy to partner with &TV to spread awareness of various safety measures and traffic violations. Through the use of their popular characters, we hope to positively influence Mumbaikars to take road safety very seriously, for themselves and the safety of others.”

     

    On joining forces with the Mumbai Traffic Police for Road Safety Week, Vishnu Shankar, Chief Cluster Officer, &TV, Zing, Big Magic and Anmol, added: “The Mumbai Traffic Police has always been at the forefront when it comes to road safety and their campaigns have been outstanding. We at &TV are honoured to partner with them on the occasion of Road Safety Week and keep our roads and communities safer together. Angoori Bhabhi and Anita Bhabhi, who enjoy tremendous love from their fans, will be seen urging Mumbaikars to follow the safety rules in their unique style. Apart from the on-ground campaign in Mumbai, we have developed a microsite where people across the country can send personalised road safety videos to their loved ones.”

     

  • Das ka Dum with Dr Bhaskar Das | Nielsen boss David Kenny has said that heavy ad frequency creates a negative brand impression. How does one react to this: laugh or cry… given that Kennyji has obviously not watched the number of inserts some ads have at primetime in India

    Bhaskar DasThe question is detailed and self-explanatory. Here’s Dr Bhaskar Das in the January 17 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. Nielsen Chairman and CEO David Kenny said in a newspaper interview that heavy ad frequency creates a negative brand impression. How does one react to this: laugh or cry… given that Kennyji has obviously not watched the number of inserts some ads have at primetime in India.

     

    A. When David Kenny talks, the world is expected to pay heed to, because of his robust experience in the area of research, analytics etc. In short, his expertise in the area of research, in the context of the changing landscape of inter-media/ attention fragmentation being caused by a plethora of choices available to the viewers. The real skill lies in balancing the optimal mix of right frequency that gets the advertisers the right RoI without irritating the viewer with over-exposure fatigue. Easier said than done but only a sophisticated analytics regime for overlapping media options with first party data could obviate negative brand impressions. All relevant stakeholders have to work together in the interest of avoiding viewer dissonance and advertisers getting the right ROI of their investments.

     

  • Das ka Dum with Dr Bhaskar Das | After being APAC CEO of Maxus and Global President of Wavemaker, Ajit Varghese has joined Star India as a revenue head. As an adsales veteran, would you say that it’s a great move? Or fraught with dangers?

    Bhaskar DasIt’s a sensitive question, especially we all know Ajit Varghese well and how dynamic a media captain he is. But this is a series on asking all types of questions, and so we asked this to our Wizard with Words. So here’s Dr Bhaskar Das in the January 18 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. After being APAC CEO of Maxus and Global President of Wavemaker, Ajit Varghese has joined Star India as a revenue head. As an adsales veteran, would you say that it’s a great move? Or fraught with dangers?

     

    A. Career movements for any individual are a matter of choice, keeping in mind how one plans one’s career progression. There is nothing called right/ wrong or a great movement or not. How would one be judgmental about it as there is no data point to evaluate it objectively as they are not in public domain. Besides, what’s the use of the so-called resting on past laurels, if at all, when an opportunity beckons. The most important consideration in this case I feel is that the concerned individual has worked in a platform-agnostic operating environment and with all critical media stakeholders. He has a treasure trove of exposure that would be an asset to any organisation for facing the dynamically changing media landscape. I can’t predict the rationality of any individual’s decision but with the available data points, I feel it’s a good move. But tomorrow is another day and the best way to predict the future is to create it by oneself. And if you want some dictum to support the decision— ishq hai toh risk hai, to quote from the OTT film on Harshad Mehta or as the adage goes: no risk, no gain.

     

  • Greenlam Industries laminate unveils new brand film

    By Our Staff

     

    Greenlam Industries, laminate manufacturing company, has launched a brand new film on sustainability, The Gutli, (seed) to promote sustainability. The short film has been produced by The Titus Upputuru Company.

     

    The new film “Gutli” (Seed) depicts a young girl named “Suguna” who is full of questions. After gaining knowledge that our planet is losing trees, she begins to worry about her father, who is a carpenter and relies on trees for a living. Suganaa then decides to plant trees to help not only her father but also the planet. At the end of the film, it showcases that, like the little girl, the company cares too, and hence “sources wood from sustainable forests.”

     

    Commenting on the launch of the brand campaign, Parul Mittal, Director, Greenlam Industries, said: “At Greenlam, we are constantly improving our product portfolio to offer the best surfacing solutions while being committed to people and the planet. We monitor our resources in real-time, which has helped us substantially reduce our waste production. We also conduct Greenlam plantation drives from time to time spreading the message of promoting a sustainable environment and protecting our mother earth. Through this brand film, we want to convey the message that Greenlam sources wood from sustainable forests, and till date, we have successfully been able to prevent the felling of a minimum of 8,000 trees through our paper waste recycling initiatives.”

     

    Added Titus Upputuru, writer & director of brand film: “The film shows that we don’t need giant plans and purposes to help the environment today. Like the little girl, we just need a handful of faith and love. We can move the mountains and make this a happier, greener planet. It was a wonderful opportunity to write and direct ‘Gutli’ for Greenlam Industries.”

     

  • Kriti Sanon campaigns for joins Heads Up For Tails

    By Our Staff

     

    HUFT (Heads Up For Tails), online pet store, launches a 3 films campaign. The ad film is produced by Cutting Crew Studio and features brand ambassador Kriti Sanon with her pet dog, Coco.

     

    Speaking on the brand campaign, Samriddh Dasgupta, CMO, Heads Up For Tails, said: “We welcomed Kriti as our brand ambassador in August, and the response from the community has been tremendously rewarding. With Cutting Crew, there’s always a collaborative creative approach which results in fantastic outcomes. The team understood our values, brand aspirations and narrative style, and helped build a campaign that we are very proud of.” This insight clearly comes out in the date night film conceptualized by Cutting Crew & Heads Up For Tails during their intense brainstorming sessions at the studio.”

     

    Added the Creative Director at Cutting Crew Studio, Shaamik Shah: “Shoot days are so much fun…and especially if you’re shooting with such lovely pets then that itself is a complete icing on the cake. Being an ardent dog lover myself, working with a brand like Huft was an absolute wholesome experience. Right from conceptualisation to bringing this campaign live, our entire team at Cutting Crew were well invested right from the start and this, btw, also happens to be one of the most special projects for our entire team.”