MxMIndia

Author: mxmadmin

  • Spotlights mental health challenges faced by women

    Sony partners Royal Rajasthan for mental health awareness

    By Our Staff

     

    Sony Pictures Networks India (SPNI) and Royal Rajasthan Foundation (RRF) have come together to champion the cause of mental health awareness with a campaign.

     

    The campaign film features Sonali Kulkarni, campaign ambassador, who spotlights women’s lives and experiences from all spectrums of society, highlighting the mental health challenges faced and the need for awareness to deal with them. The campaign launch saw in attendance people from different walks of life like Kamalika Guha Thakurta – Actor and Founder of Artscape, Dr Akanksha Rathi Maheshwari – Consultant Psychiatrist, Bombay Hospital; Dr. Priyanka Mahajan – Consultant Neuro Psychiatrist, Masina Hospital, Diksha Sekhri – Architect (Community Impact), Royal Rajasthan Foundation along with Manu Wadhwa – CHRO, SPNI and Ranjit Barthakur – Chairperson, Royal Rajasthan Foundation, accompanied by campaign ambassador Sonali Kulkarni, who was part of an engaging panel discussion around the importance of speaking up and being heard.

     

    Said N P Singh, Managing Director and CEO, Sony Pictures Networks India (SPNI): “Women are integral to our organisation, and we have always supported and encouraged women’s empowerment. The #KhulKeBolo campaign is a poignant reminder of the mental health challenges that many women fight daily. Our partnership with RRF is driven by a shared vision to break the taboo of silence around mental health issues.”

     

    Added Ranjit Barthakur, Chairperson, Royal Rajasthan Foundation: “Here at the Royal Rajasthan Foundation – the philanthropic arm of IPL team Rajasthan Royals – our journey towards raising awareness around mental health started in 2020 with our series ‘Mind, Body and Soul’ which was led by our first-ever Royal – the late Shane Warne. As we launch the #KhulKeBolo campaign in collaboration with Sony Pictures Networks India, we continue that journey to break the shackles of silence surrounding women’s mental health. We pledge to bridge the gap between questions and solutions, fostering an atmosphere where seeking help is a sign of strength, not weakness. As the understanding of mental health evolves, we must treat this subject as intrinsic to everyone and not as a separate subject. Keeping this in mind, we are working towards a larger vision of making mental health awareness and destigmatisation a vital part of our work across all our projects. Let’s paint a brighter, happier canvas for all the wonderful women out there!”

     

  • The marketing approach aims to maximise reach and consumer engagement

    Croma launches I-Day Campaign

    By Our Staff

     

    Croma has launched a series of digital films as part of its Independence Day Campaign, “Let Freedom Find You.”

     

    Conceptualised by Croma, directed by Gaurav Gupta, and executed by Mothership Productions, the campaign comprises three 10-seconders.

     

    Commenting on the campaign, Shibashish Roy, Chief Operating Officer Croma, said: “We believe technology is more than just a tool; it’s a way to limitless freedom. Our ‘Let Freedom Find You’ campaign shows how technology lets us escape the ordinary, find joy, creativity, and express ourselves. We are passionately committed to inspiring people to find their unique journey to freedom as they seamlessly integrate technology in every aspect of their lives.”

     

  • To expand content offerings

    India TV gets exclusive CTV news channels

    By Our Staff

     

    India TV, Hindi news channel with veteran journalist Rajat Sharma as its face, has launched two dedicated CTV channels along with the main channel stream on CTV devices. CTV = Connected Televison (TV). The group has introduced India TV Live, India TV Speed News and India TV Aap ki Adalat. Additionally, it is planning to launch a few more soon in future.

     

    Elaborating on the launch, Ritu Dhawan, Managing Director, and CEO of India TV said: “Considering the exponential growth of the CTV market, it has become imperative to expand our content offerings on this platform. By launching these channels, we want to cement our position as a leader in the CTV space. We also want to show that value to our viewers by providing them contextualised, nuanced, and relevant information in multiple formats, themes, and devices on this platform,” adding: “We believe this approach has helped us maintain our position as India’s Most Engaged News Video Publisher,” Dhawan further stated. Moving forward, digital-first, localization, explainers, user-generated content will define content consumption in the future.

     

  • The Indian market, despite its size and potential, doesn’t get sizes of apparel/footwear as one does elsewhere, writes Avik Chattopadhyay

    Size 35 please…

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayAirport lounges can be some of the best places for stimulating discussions and rude revelations. Given that one needs to reach two hours before a flight takes off and you end up having one hour spare, ghost-shopping [for lack of windows] helps you stay updated with what people are ‘into’.

     

    I was looking at belts. Why, my colleague asked? Because all the trousers I have are of waist size 36 while I actually need 35. And I don’t get it in the brand I choose to wear. “The others don’t have them too,” he quipped. “Brands do not offer odd sizes in apparel and ½ sizes in footwear to Indian customers.” “Really?!” “Yes.” “No, that can’t be! Look at the market size…” “So what? We are still third world.” That was the rude revelation moment!

     

    Then started my little research. What sizes of clothing and footwear are offered to us Indians? Was my brand an aberration? Let’s check the global ones. Levi’s would be a good starting point.

     

    Levi’s India online store and Levi’s US online store

     

    As I was pre-warned, Levi’s in India offers no odd sizes while they do so in the US. There are different ‘fits’ available, but no odd sizes. Why would they do such a thing? Indian waist sizes are as varied as the Americans. Market size? Well, the upper middle-class that can afford one jeans per year is around 20 million odd, which is close to 8% of the US population. So, what would make Levi’s take this decision, given that they have had Indian bosses for a long time?

     

    1. Sheer convenience of lesser SKUs? Doesn’t make sense as I can charge you a bit more for the exact size you want. And there are so many ‘fits’ on offer.

     

    2. Sheer apathy for the Indian customer as we generally accept whatever is handed out to us? This could be the reason as I have personally experienced the same when marketing automobiles. “The Indian customer does not know what he/ she wants, so let’s give what we have. Why re-engineer or tailor-make?”

     

    3. Sheer lack of activism by the brand-struck customer? And, therefore, being more forgiving towards the ‘phoren’ brands?

     

    4. The ‘Unnees-Bees’ Syndrome as I call it, of the customer accepting particular drawbacks while other requirements are met. So, I can live with the erring waist size on offer as long as they give me the choice of five fits to choose from.

     

    The Indian ones should be more sensitive then. Let’s check out what our homegrown brands offer us.

     

    Allen Solly online store and M&S India store

     

    Louis Philippe, Allen Solly, Indian Terrain… all the same. Only even sizes. While offering choice in fits – classic, regular, slim, super slim, skinny, jogger, carrot and what not. The same applies to shirts only in even sizes, with ‘39’ being the only odd size on offer with the choice of fits. No customisation in the form of collar size and sleeve size. Let the ‘natives’ learn to adjust!

     

    Talking of natives, M&S metes out the same treatment to their customers back home in Blighty. “Sorry, we destroyed your textile industry to set up Manchester, so as a mark of solidarity, we shall wear your sizes.”

     

    Does the same apply to footwear? Will my colleague be once again proven right?

     

    Let’s start with our homegrown favourite Bata.

     

    Bata India online store and Bata France online store

     

    Now the thing with footwear is not about odd or even sizes, but the ½ sizes. An 8.5 or a 9.5 rather than compromising with a 9 or a 10 and swimming in the shoe for life. Bata India offers no ½ sizes while Bata France does. The same questions crop up in my mind. SKUs? Market size? Marketer apathy? Consumer adjustment?

     

    How do the global brands treat us? No different. Adidas and Skechers play the same game as Indian brands like Bata and Liberty. What a letdown. When I was close to losing all faith in humankind, the Nike India online store came up as the redeemer, offering not just the same product lines but also the same sizes as they do in the US and Europe. So, there is hope!

     

    Skechers India online store and Nike India online store

     

    What I am trying to put across to you is the rude fact that the Indian market, in spite of its size and potential, is still not treated at par with a China or Russia when it comes to most global brands. And it is not just to do with the sizes of apparel or footwear, it is also about the availability of their latest portfolio in the soon-to-be world’s third-largest economy. It is about the larger ‘mindset’ of the brand and the marketer in approaching and addressing the market. It is about the true respect that a brand has for the customer coming alive in its on-ground deployment of product and promise. Any amount of advertising, social media posts and press statements will not add up to the actual demonstration of respect.

     

    One may say that these are minor issues in the larger landscape of a country and market on the move, but thousands of these issues make up the attitude of an industry addressing the Indian consumer. In the apparel and footwear world, everyone seems to follow the same path while Nike is the exception. Imagine the potential word of mouth when someone is delighted to find his/ her perfect ½ size with one brand while being disappointed with the others. That keeps the cash counters humming. Respect the consumer and you will get it back in multiples. Otherwise you will remain a mere transaction and temporary fad. And, the 20-million strong market today will one day surely double in the next five to seven years.

     

    The fault does not lie only with the brand marketers and portfolio managers. We, the consumers are equally to blame for adjusting to compromises and not becoming vocal and visible activists for being given what we deserve. A social anthropologist will argue that this is exactly how we have been for eons, whether it be the pantaloon or the politician. So hang on, do I continue my search for a better belt?

     

  • Our Wizard with Words is truly deserving of every recognition of a lifetime's service to the industry. Last evening, the India chapter of the International Advertising Association felicitated him at its annual leadership awards. So it was only appropriate that we ask him a question on his sentiments on the occasion. Here goes Dr Bhaskar Das in the August 10 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Congratulations on being felicitated with the IAA Lifetime Achievement Award. So very well-deserved. Your sentiments on the Award?

    Bhaskar DasOur Wizard with Words is truly deserving of every recognition of a lifetime’s service to the industry. Last evening, the India chapter of the International Advertising Association felicitated him at its annual leadership awards. So it was only appropriate that we ask him a question on his sentiments on the occasion. Here goes Dr Bhaskar Das in the August 10 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. Congratulations on being felicitated with the IAA Lifetime Achievement Award. So very well-deserved.  Your sentiments on receiving the Award?

     

    A. Words may not be enough to articulate my feelings in exact words. I feel blessed and I am grateful to the jury of IAA for nominating me for this Hall of Fame award. I also feel privileged that the marketing and advertising fraternity have given me the opportunity to serve the industry.

     

  • To include social media influencers with high following

    ASCI broadens definition of celebrities in its code

    By Our Staff

     

    The Advertising Standards Council of India (ASCI) has updated the definition of celebrities in its code to include social media influencers having a following of 500,000 or more.

     

    Notes a communique: “The ASCI code has a specific guideline for celebrities which requires advertisements featuring celebrities to not violate the ASCI Code, and for celebrities to be familiar with the code in letter and spirit. Testimonials of celebrities must reflect their genuine, recent opinion and must be based on adequate information or experience about the product or service being advertised. The guidelines mandate that celebrities conduct due diligence to ensure that claims featured in the advertisements can be objectively verified and substantiated. Celebrities, when called upon, need to produce evidence of due diligence. Alternatively, the advertiser should have developed the advertisement following ASCI’s advertising advice. Additionally, the ASCI code requires celebrities not to participate in the advertisement of a product, treatment or remedies that are prohibited for advertising under the Drugs & Magic Remedies (Objectionable Advertisements) Act, 1954; and the updated Drugs & Cosmetic Act, 1940, and Rules 1945 (Schedule J).”

     

    The communique further adds: The ASCI code now defines celebrities as individuals that:

    :: Get compensated Rs 40 lakh or equivalent value annually for appearing in advertisements or campaigns on any medium and any format

    Or

      :: Have a social media following of 500,000 or more on any single social media handle

     

    It may be noted that the Consumer Protection Act, 2019 puts the responsibility of due diligence on all endorsers, whether they are celebrities or not. However, due to the disproportionate influence and impact of individuals with large followership, ASCI requires celebrities to demonstrate a much greater responsibility in making sure that their followers do not get deceived or misled. ASCI has noticed a massive increase in ads featuring celebrities that are misleading. Versus the 55 ads that it processed in 2021-22, ASCI processed over 500 misleading ads featuring celebrities in 2022-23. This shows that in spite of their legal obligations, several celebrities continue to feature in ads that make misleading claims.

     

    Said Manisha Kapoor, CEO and Secretary General, ASCI: “With the advent of social media and the increasing popularity of influencers on digital media, the definition of celebrities has come to change drastically. Earlier, only personalities from the world of sports or entertainment were considered celebrities. Today, however, the scenario is different. We have a range of personalities who are extremely popular on social media and share a close personal connection with consumers. These personalities affect the spending habits of consumers who trust them. So, it’s vital to ensure consumer protection – especially when celebrities endorse products or services that can cause serious financial loss and physical harm. This update widens ASCI’s ambit and includes all those personalities who have a notable influence as celebrities. With this, we have taken yet another important step in furthering the cause of consumer safety with regard to advertising.”

     

  • To reinforce its brand purpose

    Infosys launches new sonic identity

    By Our Staff

     

    Infosys has unveiled its sonic brand identity, the auditory equivalent of its blue visual identity and logo.

     

    Said Sumit Virmani, EVP and Global Chief Marketing Officer, Infosys: “As more of our stakeholders interact with brands through digital channels, and more brands continue to crowd digital spaces, the Infosys tune will serve as an auditory reinforcement of our unique brand identity. It will also help deepen the emotional connection our stakeholders have with Infosys by cueing in the promise of opportunity creation that is integral to our brand purpose.

     

  • To bring informed digital experiences to brands and consumers

    WPP partners with Optimizely

    By Our Staff

     

    WPP has announced the launch of a global strategic partnership with Optimizely, the digital experience (DXP) platform providers.

     

    Said Stephan Pretorius, Chief Technology Officer at WPP: “Powerful creativity and effective media strategy can be wasted if brands do not also prioritise conversion. Optimizely’s platform provides data that allows brands to maximise the chance of driving customers through the ideal journey across channels, and we’re excited to develop a joint offering to take to our shared clients.”

     

    Added Alex Atzberger, CEO of Optimizely: “The world’s leading companies must have world-leading digital experiences, which can only be achieved through a test and learn approach. Together, WPP and Optimizely will ensure customers get the most out of their experimentation programmes so they can turn insights into increased conversions. We are thrilled to kick off this partnership.”

     

  • With key appointments

    Havas Worldwide India strengthens strategy team

    By Our Staff

     

    Havas Worldwide India, the creative arm of Havas India, has strengthened its strategy and account planning teams across its Mumbai and Gurugram offices with two key appointments. Mohini Varma has joined as Executive Vice President & Planning Head – North, and Jasravee Kaur Chandra has been appointed as Senior Vice President of Havas Worldwide India. Both will report to Anirban Mozumdar, Chief Strategy Officer, Havas Worldwide India, and will be based out of Gurgaon and Mumbai, respectively.

     

    Anirban Mozumdar
    Anirban Mozumdar

    Commenting on the appointments, Anirban Mozumdar, said: “It is a very exciting time for Havas Worldwide India as we make even bigger strides in our growth journey. I’m beyond thrilled to welcome such impressive strategic thinkers with proven track-records as Mohini and Jasravee to our team. Mohini’s insights are the investment we need for our key clients to rise to the challenges of the new-age consumer and propel us in the right direction in our endeavour of providing integrated solutions. In Jasravee, we find the right blend of experience and thought leadership, which will be instrumental in nurturing and building on our strategic ability from a consumer, data, and integration perspective.”

     

  • Appoints Rohit Singh as Creative Director

    Social Panga strengthens creative team

    By Our Staff

     

    Rohit Singh

    Social Panga, the integrated creative and digital marketing agency, has appointed Rohit Singh as Creative Director. His new role at Social Panga involves overlooking creative mandates involving ATL/BTL, digital, production with an integrated approach.

     

    Gaurav Arora

    Commenting on his appointment, Gaurav Arora, Co-Founder of Social Panga said: “We are glad to welcome Rohit on board as our leading creative mafia. As we continue on our journey of growing strength to strength and offering more new age tech solutions to brands, we need people who can bring in fresh outlook, enthusiasm and a sense of oneness. Rohit’s creative mind fits well with our current phase of expansion, and we look forward towards working with him.”

     

    Himanshu Arora

    Adding to it, Himanshu Arora, Co-Founder of Social Panga said: “Rohit’s addition to the team comes in sync with our long-term vision at Social Panga. He brings in a holistic and integrated outlook with a new-age approach. His creative vision and aspiration to do global award-winning work fits with our Panga DNA. Super excited to see what holds for us in the coming times.”

     

  • To promote SmartGrid Technology for better sleep

    The Sleep Company launches campaign

    By Our Staff

     

    The Sleep Company, comfort-tech brand, is thrilled to announce its collaboration with Raashii Khanna for the #SleepPeacefully!Every.Single.Night campaign. This digital-only campaign aims to create awareness about the transformative power of SmartGRID technology.

     

    The #SleepPeacefully!Every.Single.Night campaign is conceptualised by The Sleep Company’s in-house marketing team and executed in collaboration with Raasta Studios. The campaign features three films which have been launched across the company’s social network and other digital channels.

     

    Said Priyanka Salot, Co-founder of The Sleep Company: “Sleep is not a luxury; it is a necessity for our well-being. With the #SleepPeacefully!Every.Single.Night campaign, we aim to empower individuals to prioritise their sleep and experience the incredible potential of SmartGRID technology. By teaming up with the marketing perspective of our exceptional team and the talented Raashii Khanna, we are confident that this campaign will redefine the sleep landscape and inspire a nation to embrace peaceful sleep every single night.”

     

    Ripal Chopda, Chief Marketing Officer of The Sleep Company, shares his perspective on the campaign: “Our goal with the #SleepPeacefully!Every.Single.Night campaign is to ignite a sleep revolution in India. We want to spread the message that quality sleep is crucial for overall well-being, and it starts with choosing the right mattress. The SmartGRID technology offers an unparalleled sleep experience that is peaceful, comfortable and supportive. With India being the second most sleep deprived country in the world, through this campaign, we aim to inspire people to focus on their sleep health and create a brand positioning that resonates with a peaceful sleeping experience every single night.”

     

  • To showcase benefits of Godrej Frost Free Refrigerator

    New social media campaign by Godrej Appliances

    By Our Staff

     

    Godrej Appliances, part of Godrej & Boyce, has rolled out a new social media campaign #FoodKaMoodBadlo to educate consumers on maintaining food freshness through a series of engaging influencer-led videos.

     

    Said Swati Rathi, Marketing Head at Godrej Appliances: “With Unique Nano Shield Technology (patent applied), Godrej Frost Free Refrigerators have moved from cooling to disinfection within the refrigerators, raising the bar in food preservation. The social media campaign we deployed, also aimed to raise the bar when it comes to engaging consumers on food freshness.”