Sports nutrition brand NutraBox has have launched a new digital campaign featuring fitness icon Disha Patani.
Said Nihar Desai, Founder, Nutrabox: “We are pleased to announce fitness Icon Disha Patani as the brand ambassador, which will help with brand recognition. Product adulteration is huge problem in this industry so we have developed this strategy of selling Nutrabox products on nutrabox app and official website only. Our customers are rest assured they get genuine supplements when bought directly. Currently we are abstaining from selling on any other marketplaces to combat dupes. We sell exclusively on Nutrabox mobile app & website to maintain product authenticity & we will continue to do so to protect our customer”
Ogilvy India Chief Creative Officers Kainaz Karmakar, Harshad Rajadhyaksha, and Sukesh Nayak with Piyush Pandey and some representatives of Mondelez
By Our Staff
The year: 2023.
The date: June 23.
The tally of metals so far: 23.
Just a coincidence on twenty-three, no significance.
But the big breaking news is that Ogilvy has bagged a Grand Prix.
Now we now that a Grand Prix is one of the biggest accolades an entrant can get at Cannes Lions.
But it’s also in the category that is valued most. Creative Effectiveness. Which means an a creative (as in an ad) which has bee found to be effective for an advertiser.
So it’s not for a creativity that’s just a cool ad, but also a creative that has helped the business of the client.
It’s the Shah Rukh Khan-My-Ad campaign made for Mondelez’s Cadbury Celebrations. Notes a communique on the Ogilvy website: “It was created in the wake of the pandemic, as local businesses in India struggled to fight back from economic hardship compared to big brands with deep pockets. Together, Ogilvy Mumbai and Cadbury Celebrations helped make Shah Rukh Khan – the world’s biggest movie star – a brand ambassador for thousands of small businesses, using machine learning to recreate the real-world Bollywood celebrity’s face and voice to use in ads for local shops, bringing more power to the people.”
This is what Ogilvy India Chief Creative Officers Kainaz Karmakar, Harshad Rajadhyaksha, and Sukesh Nayak have said: “We are overjoyed and humbled to be given the Grand Prix for Creative Effectiveness for “Shah Rukh Khan-My-Ad.” This is a result of the dedication and effort of our fabulous teams at Ogilvy and Mondelez. We also thank Rephrase and Wavemaker for their valuable role in making our idea a reality. This Lion is the biggest acknowledgment of how this campaign has helped over 200,000 small stores across India through a tough time. This is personalisation at scale and more importantly, generosity at scale.”
Btw, we didn’t miss the line: for their valuable role in making our idea a reality. So clearly, the folks at Ogilvy have said that it’s their idea. Of course sibling Wavemaker (both O and W are owned by WPP).
Meanwhile, we asked the Ogilvy to send us a list of the various awards it has won for the SRK add, and here’s a list. And, mind you, this is not exhaustive. There are a few YouTube awards that aren’t a part of the list. Note Ogilvy doesn’t participate in the Abby awards. It does of course participate in the Effie.
YEAR 2021
SMARTIES APAC AWARD 2021
Gold- Cadbury Celebrations ‘Not Just A Cadbury Ad’ in the ‘Location Targeting’ category
Bronze – Cadbury Celebrations ‘Not Just A Cadbury Ad’ in the ‘Video Advertising’ category
LONDON INTERNATIONAL AWARDS 2021
Silver – Creative Use of Data – Data-Led Targeting for Cadbury Celebrations titled ‘#NotJustACadburyAd’
Bronze – Creative Use of Data – Real-Time Data for Cadbury Celebrations titled ‘#NotJustACadburyAd’
Bronze – Evolution – Best Use of Real Time Advertising for Cadbury Celebrations titled ‘#NotJustACadburyAd’
EFFIE AWARDS INDIA 2021 – WINS 4 AWARDS
Gold – Cadbury Celebrations – Not Just A Cadbury Ad in Interactive Marketing Category
Gold – Cadbury Celebrations – Not Just A Cadbury Ad in Experiential Marketing/ Brand Experience: Product Category
Gold – Cadbury Celebrations – Not Just A Cadbury Ad in The Disruptive Differentiators Award: Product Category
Silver: Cadbury Celebrations – Not Just A Cadbury Ad in Food Category
I-COM DATA CREATIVITY AWARDS 2021
Ogilvy’s ‘Not Just a Cadbury Ad’ was a winner in the ‘Overall’ and ‘Location Based Category’
WARC AWARDS FOR ASIAN STRATEGY 2021
Ogilvy India wins Grand Prix + The E-Commerce Excellence Award + The Early Adopter Award for Cadbury Celebrations ‘Not Just A Cadbury Ad’
APAC EFFIE AWARDS 2021
Bronze – Mondelez’s ‘Not Just A Cadbury Ad’ wins a in Crisis Response / Critical Pivot – Products category
AD STARS 2021
Bronze – Mondelez – Not Just A Cadbury – Data Insights category
Bronze – Mondelez – Not Just A Cadbury – Mobile category
Crystal – Bronze – Mondelez – Not Just A Cadbury – Direct category
YOUTUBE WORKS AWARDS 2021
Mondelez along with Wavemaker & DeltaX and Ogilvy India, bag the Grand Prix for its ‘Not Just A Cadbury Ad’
Mondelez along with Wavemaker & DeltaX and Ogilvy India, bag the Ruby for its ‘Not Just A Cadbury Ad’
CANNES LIONS 2021
Bronze in Creative Data Lions category – #NotJustACadburyAd for Mondelez under Data-driven Targeting sub-category
KYOORIUS AWARDS 2021
Black Elephant: Best Of Show – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Kyoorius Advertising Awards – Direct – Digital & Online – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Direct – Targeted Video – #NotJustACadburyAd – Cadbury Celebrations
Blue Elephants: Topical Advertising – Digital Media – #NotJustACadburyAd – Cadbury Celebrations
The India Today Group has launched an online portal for its Best Colleges Survey featuring six years of ranking data as well as a wealth of granular information on thousands of institutes of higher learning. The url is: https://bestcolleges.indiatoday.in
Notes a communique: “The interactive portal offers easy access, analysis, and guidance to our Best Colleges of India survey results for 2,000 colleges across 14 major streams—Engineering, Architecture, BBA, Mass Communication, Hotel Management, Fashion Design, MSW, BCA, BCom, BSc, BA, Law, Medical and Dental,” adding: “Students and their guardians can now make informed choices at a click of the button. Aside from the college ranking—which can be filtered by state and city—our site also allows cross comparisons on five major indicators of quality: intake and quality of governance, academic excellence, infrastructure and living experience, personality and leadership development and placement and career.”
Kofluence, the AI-driven Ad-Tech influencer marketing platform, has appointed Priyadarshi Banerjee as Vice-President of Business Development and Account Management. In his new position, Banerjee will be responsible for driving revenue and profit growth for the company’s existing business ventures, along with overseeing the company’s strategic business planning and sales operations.
Said Kofluence Co-Founder & CEO Ritesh Ujjwal: “As we continue to grow and expand our presence, I am happy to welcome Priyadarshi onboard as part of our leadership team. He brings with him a wealth of knowledge and expertise that will significantly benefit our organization. His deep understanding of the industry and network will play a key role in driving our company’s success and strengthening our position as a leader in the influencer marketing industry. I look forward to working closely with Priyadarshi as we begin this exciting chapter of growth and innovation.”
Flipkart has attempted to reinforce its its position as a e-commerce destination with its latest promise of ‘Har need ke liye best deals’. This message has been brought to life in its latest campaign featuring Archana Puran Singh and Jackie Shroff, in a set of two ad films.
Conceptualised by Leo Burnett, Flipkart has devised a 360-degree campaign with a judicious mix of channels to reach its dynamic set of consumers in multiple languages across demographics.
Speaking about the new campaign, Dushyanth Jayanty, Vice President, Marketing, Flipkart, said: “At Flipkart, we have always focused on creating an experience that unlocks the greatest value for every single shopper for all their shopping occasions. Our customer understanding is one of our deepest strengths, and ‘Har need ke liye best deals’ is a light-hearted recreation of the joy of getting a great deal. Archana Puran Singh and Jackie Shroff bring this message to life in their inimitable style, and the signature dance move is guaranteed to make viewers shake a leg!”
Added Mayuresh Dubhashi, Group Executive Creative Director, Leo Burnett: “This Flipkart campaign was just pure fun to make. Our job was just to bring forth the ultimate human joy someone can feel when they find something absolutely great, like the mind boggling deals and so much more.”
With all due respects to the team at Leo Burnett, this is something that has surely crossed several minds given the sudden (and if we may add, controversial) exits of its former CEOs. The fact that the agency has done well regardless speaks volumes for its work and the teams working there. So we asked Dr Bhaskar Das this question and here’s his response in the June 26 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. Leo Burnett India seems to be doing very well on the awards and accounts front. It won 11 metals at Cannes Lions this year. And this is despite much uncertainties after there were sudden exits of two of its captains in the last decade. Your view on how the agency is doing?
A. Let me draw an example of cricket. After the 1983 World Cup win, the captaincy has changed a number of times. Many international titles have been won by M S Dhoni and others. They have of course lost as well.
The moral of the story is captains may come and captains may go but it’s the team – the core DNA of the organisation – that wins the day. This is true for Leo Burnett or any organisation. One can’t imagine that all organisations post any leadership change would make King Louis XV’s verdict as reality. That is: Après moi, le deluge (After me, the deluge/flood). Hence, I am not surprised that Leo Burnett continues the core capability of the Publicis Group in general and the agency in particular. I am sure it will continue to perform with flying colours.
Zappi, the market research platform for consumer-centric ad and product development, released its first annual State of Creative Effectiveness* report.
The report was developed from Zappi data on more than 2,300 ads from B2C brands and nearly one million U.S. consumers between 2019 and 2023. It examines advertising’s effectiveness through the COVID-19 pandemic and subsequent period of rising inflation, and now offers a mid-year update for 2023. Zappi found that creative effectiveness in 2023 has rebounded from a disappointing 2022, and is set to outperform pre-pandemic advertising, according to its consumer testing.
“As Cannes kicks off – one of the year’s most important gatherings of the creative community – we wanted to put the industry under the microscope to find out if advertising is getting any better,” said Steve Phillips, CEO of Zappi. “The good news is that our data shows creative effectiveness is trending upward in 2023. But this positive momentum is merely offsetting what was a down year in 2022. Our data shows that while advertisers mobilized quickly to reach consumers with empathetic messages during the pandemic, they missed that same connection as inflation peaked. Effective advertising happens when advertisers understand their consumers and create work that connects the brand to their needs. Those don’t know their audience may just be wasting precious marketing budgets on ineffective advertising that misses the mark.”
The State of Creative Effectiveness report seeks to understand what drives advertising effectiveness at specific moments in time. In a challenging environment, marketers need to build communications that reach consumers with distinctive messages, cut through the clutter, make a lasting impression by resonating with them, and incite a strong response to drive consideration.
Key findings from the report:
:: Empathy drove effectiveness in the ‘pandemic-era’ and marketers saw huge bottom-line gains from emotionally charged ads: Amid the unprecedented changes to consumers’ ways of working and living during the COVID-19 pandemic, brands saw strong ad performance by leaning into messages of empathy. Ads during this period scored 17.5% better in emotional appeal than pre-pandemic ads, which led in part to a massive 32% boost to purchase uplift. Despite strong gains in emotional resonance and response, brand recall declined 5.6% from pre-pandemic levels as it became harder to stand out in the crowd.
:: Inflation era advertising was less effective – failing to match changing consumer behavior: While marketers achieved strong advertising performance through the pandemic by quickly adapting, inflation impacted consumers more gradually. In July 2021, creative effectiveness declined 2%, along with important indicators of high-performing advertising, such as purchase uplift (-7%) and emotional intensity (-4.5%). This less emotive advertising didn’t resonate with consumers who had begun burning through their pandemic savings to counter rising costs.
:: Creative effectiveness in 2023 is recovering and out-performing pre-pandemic averages: Almost across the board, effectiveness metrics in 2023 are outpacing averages from the previous year. Brand appeal – an assessment of how an ad made the consumer feel – increased 8% from 2022, meaning that brands have identified the topics and trends that move consumer perceptions. Meanwhile, advertising in 2023 is causing consumers to feel again. Emotional intensity improved 7% from 2022, although it is still slightly lower than the pandemic peak of emotionally charged messaging. Finally, we saw a 5% improvement in purchase uplift, as advertising regained some ground on the pandemic era.
REC Limited, a public infrastructure finance company, has partnered with the Badminton Association of India (BAI) to strengthen the development program of Indian badminton.
Said BAI General Secretary Sanjay Mishra: “I would like to express my utmost appreciation for this exceptional collaboration between REC Limited and BAI. The commitment demonstrated by REC Limited and the Sports Authority of India (SAI) for facilitating this collaboration will bolster the development of badminton remarkably in India. I am sincerely grateful to the CMD of REC. He himself has been a badminton player and understands the challenges the sport suffers at the junior and grassroots level. I am confident that with such able and committed stakeholders, BAI will be able to create a strong pathway and future excellence for the game in the country that will go a long way in producing talents and build a strong ecosystem for badminton in India.”
Commenting on the partnership, Vivek Kumar Dewangan, CMD REC Limited, added: “We are proud of our CSR partnership with National Sports Development Fund (NSDF) aimed to promote excellence in badminton, athletics and boxing in India. I extend warmest greetings to the talented badminton junior team as they gear up for the national junior training camp in Panchkula from June 22 to July 04, 2023. This two-week camp holds immense significance as it aims to prepare the players for the prestigious Badminton Asia Junior Championships 2023 to be held in Yogyakarta, Indonesia. At REC, we firmly believe in the transformative power of sports to inspire and unite communities. It is a privilege for us to create opportunities for training and developing young players to enable them to exhibit their skills globally and win laurels for India. With their relentless dedication, exceptional skills, and indomitable spirit, we are confident that they will achieve resounding success in the upcoming championship.”
The crisis in journalism caused by the traditional news media’s struggles to cope with the digital revolution has been well documented over many years. But news organisations now face a much more fundamental change driven by generations who have grown up with and rely almost entirely on various digital media.
Data published in this year’s Reuters Institute Digital News Report shows an acceleration in the structural shifts towards more digital, mobile and media environments. This is where news content is delivered via social media and now, increasingly video-led platforms such as TikTok, rather than via what to a new generation of media consumers look like the more formal and stuffy traditional of “legacy” media, including newspapers and television.
Not only is consumption of traditional television news and print formats continuing to decline at a relentless rate, but online websites are also struggling to engage news users, despite the tumultuous times in which we live.
One benchmark of this shift is a question we ask about key gateways that people use to access news. Using average data across all 46 countries surveyed in our annual report, we found that more people choose social media each year, mostly at the expense of direct access via a traditional news website or app. Access via search and other aggregators has also increased slightly over time.
Use of news websites/apps versus social media to access news:
Which of these was the main way in which you came across news in the last week? Base: All who used a news gateway in the last week in each market-year ≈ 2000. Note: Number of markets grew from 36 in 2018 to 46 from 2021 onwards. Markets listed in online methodology. Reuters Institute for the Study of Journalism, Oxford University, Author provided
These are averages, and it is important to point out that direct connection remains strong in some markets – mainly in northern Europe, where there is keen interest in news and relatively high trust. But elsewhere – especially in parts of Asia, Latin America, and Africa – social media or other aggregators are by far the most important gateways, leaving news brands much more dependent on third-party platforms for traffic.
Generational differences are also a big part of the story. In almost every country we find that younger users are less likely to go directly to a news site or app and more likely to use social media or other intermediaries.
The following chart for the UK shows that over-35s (blue line) have hardly changed their direct preferences over time, but that the 18–24 group (pink line) has become significantly less likely to use a news website or app.
This is just one indication of how the generation that has grown up in the age of social and messaging apps is displaying very different behaviours as they come into adulthood.
Percentage of people using a news website or app:
Thinking about how you got news online (via computer, mobile, or any device) in the last week, which were the ways in which you came across news stories? Base: 2018–22; 18–24 ≈ 200, 25–34 ≈ 300, 35+ ≈ 1500. Reuters Institute for the Study of Journalism, Oxford University, Author provided
Dependence on social media may be growing, but it is not necessarily the same old networks. Across all age groups, Facebook is becoming much less important as a source of news – and by implication as a driver of traffic to news websites. Just 28% say they accessed news via Facebook in 2023 compared with 42% in 2016, based on data from 12 countries we have been tracking since 2014.
This decline is partly driven by Facebook pulling back from news and partly by the way that video-based networks such as YouTube and TikTok are capturing much of the attention of younger users.
Twitter usage is also reportedly declining following the chaotic set of changes introduced by Elon Musk, even if our survey shows relatively stable weekly reach overall.
New platforms
TikTok is the fastest growing social network in our survey, used by 44% of 18–24 year-olds for any purpose and by 20% for news (up five percentage points compared with last year). Our survey results also show that the Chinese-owned app is most heavily used in parts of Asia, Latin America and Africa.
Which, if any, of the following have you used for news in the last week? Base: Total sample in each market ≈ 2000. Note: TikTok has been banned in India and does not operate in Hong Kong. Reuters Institute for the Study of Journalism, Oxford University, Author provided
The report also provides evidence that users of TikTok, Instagram and Snapchat tend to pay more attention to celebrities and social media influencers than they do to journalists or media companies when it comes to news topics. This marks a sharp contrast with “legacy” – or more established – social networks such as Facebook and Twitter, where news organisations still attract most attention and lead conversations.
Although news organisations have been experimenting with TikTok accounts, many are struggling to adapt to the more informal tone where creativity is the key to attracting an audience.
These shifts are additionally challenging for publishers because they often require expensive bespoke content to be created and there are few ways to monetise short form videos, with limited linking opportunities back to websites or apps.
Younger people less likely to read online
These platform shifts are part of a wider move away from reading and towards watching or listening to news content online. While all age groups say they still prefer to read news online because of the speed and control if offers, younger groups are more likely to express preferences for watching or listening to news content, as the chart below shows. And this translates into greater consumption of short-form videos and podcasts by this group, according to our data.
News consumption preferences by age and media:
In thinking about your online habits around news and current affairs, which of the following statements applies best to you? Please select one. Base UK= 1740 (excl. DKs) Reuters Institute for the Study of Journalism, Oxford University, Author provided
Our research over more than a decade has captured the way that all age groups have adopted digital media, alongside more familiar formats such as TV and print. But now we are seeing the emergence of a generation of social natives that are not bound by traditional definitions of news.
As our previous research has shown, younger groups expect news to be engaging, participatory and to be available on their terms – in the networks and platforms where they spend their time. Trust is not a given, it needs to be earned – as much by journalists as by any other creator of content.
For all the difficulties this entails – around trust, attention and business models – this is the media environment that the public is increasingly choosing for themselves. It is one where journalists and news media will need to carve out their place if they want to maintain their relevance and connection with the wider public.
Nic Newman is Senior Research Associate, Reuters Institute for the Study of Journalism, University of Oxford. This article is republished from The Conversation under a Creative Commons license. Read the original article.
Saatchi & Saatchi Propagate (SSP), the specialist digital agency, has won the digital marketing mandate for Jio-bp, a fuels and mobility joint venture between Reliance Industries Limited (RIL) and bp.
Said Paritosh Srivastava, Chief Executive Officer, L&K Saatchi & Saatchi: “We are excited to collaborate with Jio-bp in realizing their ambitious goals for the Indian market. Our partnership seeks to further accelerate Jio-bp’s trajectory in the upcoming years to continue building on the amazing growth it has demonstrated over the past several years.”
Added Prachi Bali, Executive Vice President & Business Head, Saatchi & Saatchi Propagate: “Jio-bp is working on reimagining mobility in the country and we are thrilled to partner with them on this transformative journey. Together, we seek to build a seamless digital experience that resonates with customers, propels the growth of Jio-bp, and paves the path for a new era of mobility solutions in India.”
Aaonxt, the Over-The-Top (OTT) streaming platform in Eastern India, has launched nine exclusive content offerings on its platform throughout the year. With a commitment to providing top-quality entertainment and catering to the diverse preferences of their audiences, Aaonxt aims to deliver an unparalleled viewing experience, with original and award-winning movies.
Said Kaushik Das, Founder and CEO of Aaonxt: “We are thrilled to announce the upcoming launch of nine exclusive content offerings on Aaonxt. We are passionate and avid creators of content for our viewers with a goal of bringing engaging and captivating content that caters to our audiences all over the globe. Aaonxt has worked closely with talented industry professionals to curate an exciting lineup of shows and movies that will entertain and enthral our audience. These exclusive releases will further solidify Aaonxt’s position as the go-to platform for exceptional regional entertainment.”
Added Ram Patnaik, the co-founder of Aaonxt: “Aaonxt remains committed to fostering a strong relationship with their viewers and supporting the local film and television industry. Through strategic collaborations and partnerships with renowned production houses and independent filmmakers, Aaonxt aims to bring forth compelling narratives that resonate with East Indian and global audiences.
Netflix has announced a multi-year series partnership with filmmaker Hansal Mehta, after the launch of his maiden series with Netflix, Scoop. Taking this collaboration forward, Mehta will create multiple series for Netflix in the coming years.
Said Mehta: “As a filmmaker, the idea of creating diverse and dynamic stories constantly keeps me on my toes. What excites me about this partnership with Netflix, which is home to some of the finest talent, is the potential for my work to reach viewers across the world. As was the case with Scoop, Netflix is engaged in the creative process right from scripting, all the way to marketing and distribution which is critical for the success of any creative collaboration. This long-term partnership with them is only going to empower me to dive into a variety of undiscovered stories.”
Added Monika Shergill, Vice President – Content, Netflix India: “Hansal is a master of his craft and has an eye for spotting stories that have a broad appeal and are relevant to a wide audience. Being a nuanced storyteller, he is able to tell these stories like no other. Scoop marks yet another success for our series line-up this year, and with this partnership we look forward to never before seen stories that audiences will love.”
The India Today Group has launched an online portal for its Best Colleges Survey featuring six years of ranking data as well as a wealth of granular information on thousands of institutes of higher learning. The url is: https://bestcolleges.indiatoday.in
With all due respects to the team at Leo Burnett, this is something that has surely crossed several minds given the sudden (and if we may add, controversial) exits of its former CEOs. The fact that the agency has done well regardless speaks volumes for its work and the teams working there. So we asked Dr Bhaskar Das this question and here’s his response in the June 26 edition of Das ka Dum. Read on…
