MxMIndia

Author: mxmadmin

  • He belonged to a breed of ad folks who have virtually vanished today though client pressures may have mounted up to more staggering levels, writes Ajay Chandwani

    Noshir was always the ever-smiling jovial human being: Tribute by Ajay Chandwani

    By Ajay Chandwani

    Noshir Desai was in Lintas the go-to person to while away your client stress and agency blues. In the ninetees I was one of the Lintas Mancom colleagues of Noshir who used to navigate the agency.

    Noshir used to wear a few hats quite comfortably. From heading the media department of an agency. Before media got unbundled, Noshir used to deal with a bunch of achievers in planning, buying and rural activation. From Helen Anchan to Sainath Iyer, from Meenakshi Madhvani to Lynn D’souza there was always a delicate task which a generalist like Noshir played with much aplomb. Media in Lintas was the domain of the thirteenth floor of Express Towers which the honchos in management rarely visited and was often called the floor that actually worked and brought the money!.

    The television industry was getting revolutionised with the onset of Satellite TV and the end of the domination of Doordarshan. Noshir led the Lintas charge in this with media associations and breaking the press stereotype  role that most media heads played in those days. The focus had shifted from Pradeep Guha in print to Peter Mukerjea in Star TV and Rupert Murdoch. Noshir started handing over the media reigns to the specialists in planning and buying and rural activation.

    Noshir then played a mancom coordinator of Regional Offices of Lintas . This meant he had to interface between regional heads of Lintas and keep Alyque Padamsee and Prem Mehta abreast of the growth of regional offices. The mancom had illustrious heads in regions like Asit Mehra and Ashish Bhasin in Chennai, Fali Vakeel in Bengaluru, Nures Sayeed in Kolkata, Preet Bedi in Delhi. Of these the Kolkata office which recently completed 50 years in 2020 had  been managed by such luminary stalwarts as Stanley Pinto, Ajay Shrikhande, Pranesh Misra.

    Noshir Desai in his younger days

    Noshir built amazing relationships with regional clients like Tata and Titan, Brooke Bond and Lipton in Bengaluru, ITC and Philips in Kolkata, Kitply and Polar in Kolkata, Modi Xerox in Delhi.

    Noshir’s stint in MCM had made him understand how the creative output could radically improve in an agency. Kersy Katrak with Arun Kolhatkar and Kiran Nagarkar had set a pathbreaking trail in MCM and the likes of Christopher  Rozario, Viru Hiremath, Alok Nanda, Vikas Gaitonde, Kamlesh Pandey were making Trikaya and Rediffusion rock.

    Kersy’s advent in Lintas got Noshir excited to give shape to the dreams of Karishma the conflict agency of the Lintas Group. Kersy had broken down structures and formed art and copy partners using the MCM success model. In Lintas, Josy Paul and Neville D’Souza in special projects , Ryan Menezes and Sanjay Sippy in Lintas Bom 4. Agnello Dias and Mahendra Bhagat and Kiran Khalap  in Lintas Bom 3, and Adi Pocha in Bom 2 etc spurred Noshir to get in Quentin Coelho and make Karishma a creative boutique to target entrepreneurs and start-up businesses.

    Just round the time Noshir was consolidating Karishma, I had set up SSC&B Lintas at Lower Parel Phoenix which Alyque had fondly called Upper Worli to manage the drastic change from Express Towers in Nariman Point. At some point In the growth and development of Karishma, we had together found that the conflict management was the motivation.

    For, a second or third agency in the group was not being met. Noshir and I used to discuss this subject with great interest and depth with examples of Contract and HTA and Interface and FCB Ulka. Noshir loved the hyper-creative structure that  SSC&B Lintas had achieved with numerous International awards including India’s first ever Gold Lion at Cannes.

    Clients like Tata Safari, Sierra, Mercedes Benz, Smirnoff, Marico’s Parachute and later HUL’s Nihar, Kwality Walls Max made Noshir want to borrow a thing or two from the second agency culture.

    Noshir was the eternal optimist in all client relationships. He was the warm confiding friend or a patient problem-solver to others. He was passionate about building relationships most of which lasted a long time with many clients.

    His only mantra of management was to spread happiness and laughter round. Most meetings Noshir would gravitate  to end at the bar so that decisions could be taken! Noshir belonged to a breed of ad folks who have virtually vanished today though client pressures may have mounted up to more staggering levels.

    Keep smiling Noshir… you will always be fondly remembered in our hearts.

     

    Ajay Chandwani is a veteran strategic brand consultant. He was earlier Director on Lintas Mancom and President SSC&B Lintas

     

     

  • Shed light on prevalent forms of cyber fraud

    Bajaj Allianz & Fibe launch campaign on online safety

    By Our Staff

     

    Fibe (formerly EarlySalary) consumer lending app has partnered with Bajaj Allianz General Insurance Company to launch “Freedom from Fraud” campaign. This campaign represents a significant stride for the brand in its mission to educate customers on the nuances of online safety, shedding light on prevalent forms of cyber fraud and providing insights on safeguarding themselves.

     

    Commenting on this campaign, Sudesh Shetty Founding Member and Director of Marketing of Fibe said: “The campaign ‘Freedom from Fraud’ highlights our dedication to offering a complete secured solution. we wanted to also use this as an opportunity to introduce  a new product, Cyber Insurance with Bajaj Allianz General Insurance Company  It is an initiative for all our customers and to help them educate about typical digital scams. We are also providing them with the resources they need to keep them safe in the modern digital environment.”

     

    Added Akshay Mehrotra CEO and Co-founder of Fibe:  “We are unwavering in our commitment to safeguarding our customers’ financial well-being. Our ‘Freedom from Fraud’ campaign stands as a testament to this dedication. In a world increasingly challenged by cyber threats, we have taken proactive steps to empower customers with the knowledge and tools needed to protect themselves from fraud. Our partnership with Bajaj Allianz General Insurance Company along with this campaign not only signifies our relentless pursuit of security but also our profound belief in the importance of financial freedom. We aim to build a safer, more secure digital landscape for our customers in the future.”

     

  • Think generative AI will enable teams to take creative risks

    Dentsu Creative launches 2023 CMO Report

    By Our Staff

     

    Dentsu Creative’s 2023 Global CMO Report, ‘Creativity at a Crossroads’, reveals optimism from today’s marketing decision-makers in the face of change and challenge. Using data from a survey of 700 CMOs and senior marketers in the US, UK, Australia, Brazil, Canada, China, India, Italy, and Spain, the report has identified eight key themes which show that despite being an industry at a crossroads, it is one empowered by creativity and technology.

     

    Said Julie Scelzo, Global Clients Chief Creative Officer: “Creativity at a Crossroads dives deep into the hearts and minds of marketers today. From embracing the ‘Frenemy at the Gate’ that is AI, to their resolute belief that advertising can be a force for good, this report shows that CMOs remain both optimistic about the future and committed to the transformative power of creativity, with 85% believing that creativity is a catalyst for economic growth, rising to 94% in the US.”

     

    Amidst volatilities of the modern world, such as climate change, inflation, and geopolitical instability, CMOs are focusing on the things they can control. Their number one concern for 2023, and as they look ahead to 2030, is owning and connecting with their audience in a world where third parties often seem to hold the cards.

     

    Patricia McDonald, Dentsu Creative’s Chief Strategy Officer and lead author on the report observes, “To own the audience, we need to connect in the spaces and places that matter most to them. The challenge is that audiences are changing: they have new expectations, new behaviors, and new values shaped by a deeply connected world. Their expectations have soared while their attention has polarised-they can dive deeper than ever into the things they love and find it easier than ever to ignore the things they don’t. So, brands must be built in new ways through experiences, through culture, and through action. The choice is simple: engage or be ignored.”

     

    Amit Wadhwa, CEO, DENTSU CREATIVE India adds, “Today’s landscape demands that brands navigate a complex web of audience attention, technology advancements, and societal shifts. In the midst of these challenges, where change and challenge intersect, the ‘Creativity at a Crossroads’ report delves into marketing leaders who emphasize the integration of creativity and technology. Now, in a world where AI threatens to steal the spotlight from human creativity, it is reassuring to see that a massive 73% of India’s marketers firmly believe that Generative AI will never outshine the boundless brilliance of the human imagination. Frankly, I couldn’t agree more. The report underscores this crucial juncture where creativity, technology, and strategic insights blend – setting the stage for an exciting future in the world of marketing.”

     

    Written in collaboration with leaders across the Dentsu Creative global network, the report’s eight themes allow CMOs to benchmark their areas of focus against their peers, such as whether their investments in technologies and platforms are keeping pace with the industry, and whether they hold similar views on the fundamentals of marketing in 2023 and beyond.

     

    WINNING THE AUDIENCE

    In an era where social platforms, retailers, and technology partners are siphoning audience attention away from brands, and when consumer-brand interactions have become increasingly demanding and sophisticated, the single biggest concern for CMOs now and in the future is owning and connecting with a rapidly evolving audience. For 30% of respondents ‘owning the customer relationship’ has been their focus for 2023 and will continue to be as they look forward to 2030. Engaging with changing audiences, responding to changing consumer behavior, representing more diverse audiences, and understanding, and keeping up with new technology were a focus of 28% of CMOs respectively, with understanding Gen Z audiences still a challenge for nearly a quarter of respondents.

     

    AUGMENTED HUMANITY

    Today’s CMOs demand experiences that connect technology and humanity, 87% agree that brands today are built through experiences, and 88% agree that it is essential that the customer experience matches up to the brand promise. To achieve this, they are embracing new interfaces from voice to gesture, AR to AI, blurring the boundaries between on and offline, content and commerce, and enabling ideas that are distinctive, delightful, and disarmingly human.

     

    CULTURAL CAPITAL

    CMOs agree entertainment will be a key component of brand building and are looking to build their brands in the spaces and places that matter most, investing in platforms from podcasts to programming to engage audiences that are harder than ever to interrupt. 79% of CMOs agree with the statement, ‘In a world where advertising is easier to ignore’ and 80% agree that technologies such as live streaming are blurring the boundaries between content and commerce as never before. We also see that humor is making a comeback with 58% of marketers looking to create moments of joy during current difficult times and agreeing that today’s advertising today isn’t entertaining enough in a crowded sea of bold and bullish promotional messaging.

     

    PURPOSE GETS REAL

    The way marketers are approaching Purpose is shifting. 69% of those surveyed agreed that we have been so focused on purpose that we have forgotten how to sell. Moving beyond “purpose washing” campaigns it is felt that Purpose must evolve from a side project to an integral element of business strategy as there is no longer any disconnect between what is good for society and what is good for business, 78% of marketers believe that in a world where economic volatility is accelerated and exacerbated by climate volatility, renewed innovation and infrastructure is badly needed and only through the power of emotion can we impact this and affect lasting behavioural change.

     

    FUNDING FEARS

    Signifying a deepening awareness of the industry’s responsibility to balance purpose and profit, CMOs are concerned over the polarised, sometimes toxic, media landscape brands could be funding with their investments. 62% of CMOs are worried about the potential adverse consequences of their campaigns and investments on the environment and society, while 64% expressed concerns that their media spending may inadvertently contribute to political polarisation, raising questions about advertising’s role in shaping public discourse. In defiance, marketers remain convinced that advertising can be a force for good and 81% agree that brands can use their budgets to amplify independent and diverse voices.

     

    AI: FRENEMY AT THE GATE

    AI is cause for cautious excitement and 87% agree that it represents the future of advertising and marketing. CMOs welcome the efficiencies it allows and are keen to experiment, but doubt AI-generated content will ever truly move their customers, and 81% of respondents agree that customers will be prepared to pay a premium for human-created content. Despite over half of respondents questioning if Generative AI could take their jobs in the future, 75% believe that Generative AI will never fully replace the essence of human creativity.

     

    CONNECTED PEOPLE

    CMOs now demand flexibility and diversity from the people they work with. 86% want their agencies and partners to connect the right talent at the right moment, wherever it sits inside the network or beyond. 83% believe brands benefit from consolidating their efforts with one agency holding company, acknowledging the power of the network in a data and technology-driven world. However, 85% do value the diversity of thought that comes from partnering with multiple agencies, calling out the flexibility and agility of local partners. As such, the perfect team for today’s fast-changing and volatile world does not exist, and CMOs want the ease of one agency, with the power of many.  The businesses and brands that can connect the right talent at the right moment, or introduce unique perspectives to unlock new outcomes are those that will thrive.

     

    THRIVING IN A CONNECTED WORLD

    Responding to audiences with a heightened expectation of brand integrity and customer experience, and an increased tendency to completely avoid content that fails to engage or entertain, CMOs remain committed to the transformative power of creativity, and 85% view creativity as a catalyst for economic growth. Unlocking the creativity needed to thrive in today’s connected world sits firmly at the intersection of brand, experience, and culture and sweet spots are emerging for brands and businesses to connect with modern customers in the spaces and places that matter most.

     

  • To Lead India and Global Operations with Strategic Vision

    Endorphins Ent appoints Ahmad Faraz as Director & COO

    By Our Staff

     

    Endorphins Entertainment Pvt Ltd, content-led advertising and digital agency, has appointed Ahmad Faraz as its Director & COO – India and Global Operations.

     

    With close to two decades of experience in content marketing, events, and intellectual property, Ahmad brings valuable expertise to the table. Having previously held senior leadership roles at renowned companies such as Publicis India, Group M, Hindustan Times, Shemaroo, and Ferns n Petals, he is well-equipped to lead Endorphins Entertainment’s growth in India and beyond.

     

    Rajeev Kumar Gupta, Founder & CEO, Endorphins Entertainment, said: “Our presence in India has experienced significant growth, and as we expand globally in London & Singapore as part of our future roadmap, Ahmad’s expertise will assist us in navigating this direction more strategically, acquiring additional IP’s and clients for our portfolio”.

     

  • In our 13th year of operation, we are determined to better ourselves. And stay on course with how we would like to conduct ourselves

    12, going on 13. Wish us luck

     

     

    Those of you who have followed our journey know this: when we embarked on delivering MxMIndia on September 9, 2011, we were way too idealistic. To run a B2B publication sans any quid pro quo. Dropping the sales function in a publication that survives on advertising revenues. Critiquing a community which loves critiquing the world, but hates going under the scanner.

     

    The good (or bad) thing is that we continue to be way too idealistic.

     

    How do we think we’ve done over the last 12 years? Revenue-wise: it’s a 2/10. Even the most outrageously biased and compromised entity in our business is evangelised by the industry more than we are. But I guess that’s the way of the world.

     

    But integrity-wise: it’s a 10/10. When we started out and to this day, our primary allegiance is to solely to our readers. Everyone else comes second.

     

    Content-wise: it’s a 5/10. We consider our readers to be a mature lot. So we’ve stayed away from the pulls and pressures of breaking news – announcements of people movements or account/client wins/losses. We don’t carry pop analyses: take a topic, ask five people for their views. Despite having some of the best commentary in the business, we score ourselves low, because we haven’t been able to leapfrog to content that we think is really needed. We want to be able to have content that people are willing to pay for. Just as they are happy to pay for their vada pavs and kathi rolls.

     

    Outreach: it’s a 4/10. We don’t conduct events. Because we think the way in which they are conducted by some others has a problem. The decision-making process from amongst marketers and media agencies is taken by the footsoldiers and their team leaders, not the CEOs who attend them. Frankly, we haven’t been able to look at a new model to achieve this outreach to the real decision-makers. And only after we are able to do it, will we embark on ground-level events.

     

    As we go forward, we need monies and investments. But that’s easier said. Ad revenues keep going up and down. An advertiser can pull the rug off pre-determined deals, and we just need to grin and bear it. Or there are some who don’t advertise with us because we don’t carry every communique they send. That’s not going to deter us though.

     

    In our 13th year of operation, we are determined to better ourselves. And stay on course with how we would like to conduct ourselves.

     

    If you think you can help MxM in her journey, please feel free to write to me – pradyumanm {at} mxmindia.com. If you have my personal coordinates, just call/WhatsApp.

     

    And even if you can’t turn a benefactor – in terms of monies, connects or ideas, just be there for us. Applaud us when you find us doing the right things. Damn us if you think we are erring. But please be there with us. For us.

     

    Thanks,

    Pradyuman Maheshwari

     

  • Dheeraj Sinha will take charge as Group CEO India and South Asia in November

    Change of Guard @ FCB: Enter Dheeraj Sinha. Exit Rohit Ohri

     

     

    By Our Staff

     

    Over the last few days, there have been murmurs that Leo Burnett big boss Dheeraj Sinha is likely to join FCB. There have been rumours in the past as well. For instance, in December 2019, soon after Saurabh Verma’s controversial exit from the Publicis group, we had asked Sinha. He said it wasn’t untrue.

     

    So this time around, we held back. There has also been some talk about FCB’s current Group Chairman and CEO Rohit Ohri looking at a successor. It’s now been announced that he will take up a new global role as FCB Global Partner.

     

    Sinha meanwhile will join as Group CEO India & South Asia, reporting directly to FCB Global CEO Tyler Turnbull. Sinha joins the agency from Publicis Groupe, where he currently serves as CEO of Leo Burnett South Asia and Chairman of BBH India.

     

    Ohri should be exiting on a happy note. After being teased by us as being a ‘fuddy duddy’ agency, the agency has been in the news for all the right reasons. Last week, FCB Group India was Adweek magazine’s International Agency of the Year. Over the last six-odd years, the agency has won 32 Cannes Lions and over 100 creative awards globally, launched several high-profile campaigns that have transformed its creative reputation in India and beyond, won many large Indian and global multinational clients, and grown revenue by high double digits year over year. FCB Group India also acquired a majority stake in FCB Kinnect, the region’s leading digital-first creative agency, and recently launched FCB/SIX, its digital media, CX and performance offering, in the market. The last few words from the Cannes wins onwards are from an FCB communique.

     

    Turnbull has great stuff to talk about Ohri. “Since Rohit joined FCB eight years ago, FCB India has seen tremendous success under his leadership. It was time for his next challenge, and while we can’t thank him enough for all that he has done for the agency, I’m excited to have him join our global team to put his valuable experience to work for some important upcoming projects.” On Sinha: “Together, we have found his successor in Dheeraj – an amazingly talented, creatively focused and driven leader who understands the economic power of creativity.”

     

    Added Ohri: “The last eight years at FCB Group India have been truly amazing. My mandate was to transform the creative reputation of FCB in India. By nurturing culture and cultivating talent, we’ve been able to deliver creative excellence consistently since 2018. I’m enormously grateful to my fabulous India team for the creative and business success we have seen. Our partnership with our clients has been our true strength in this creative transformation journey. Further, with the acquisition of Kinnect and the launch of FCB/SIX in India, I believe we are now uniquely poised to power our creative work with data and technology. I’m delighted to now work on the strategic priorities of our global network with Susan and Tyler as FCB Global Partner.”

     

    While at Publicis, he led the business transformation across Leo Burnett, Leo Burnett Orchard, BBH, Publicis Business and Publicis Health. Leo Burnett was India’s #1 and Asia’s #2 agency at Cannes Lions 2023. He has also held several other leadership roles throughout his career, including Chief Strategy Officer of South & Southeast Asia at Grey Group, where he fostered a culture of strategy at Grey APAC.

     

    “Dheeraj is a strong advocate for the power of creativity, with a proven track record of transforming businesses. His experience driving revenue for iconic creative brands and agencies is exactly what we needed to help fuel our next chapter of success in India,” adds Turnbull.

     

    “I’m delighted to welcome Dheeraj into the FCB family. He is a dynamic leader brimming with new ideas. I believe he has the right capabilities and mindset to take FCB Group India to newer heights,” said Ohri.

     

    And this is what Sinha has to say: “I am so excited to be leading the next phase of narrative for FCB in India and the region. I believe that with data and technology at its service, creativity is the greatest force of our times. The true power of our industry is in maximizing business opportunities and solving for human problems using creativity. I love the perspective at FCB about creativity as an economic multiplier. The agency has had a great run in the country, with very strong partnerships with the best clients, and has been one of the most respected agency brands. I look forward to working with the global leadership at FCB under Susan and Tyler, to continue to build FCB in India and the region as the most creative company, helping our clients maximize the opportunities and leaving the world a better place at the same time!”

     

    And what happens at Publicis group? The vagaries of the business notwithstanding, there’s never a dull day. When the announcement happens, we’ll have another ‘big story’. Perhaps.

     

  • What made mxmindia.com different is Pradyuman Maheshwari's refusal to compromise on his ideals. And on free and fair comment, whatever the price he paid, writes Ranjona Banerji

    Ranjona Banerji: MxMIndia: No compromise on ideals. And on fair and free comment

    By Ranjona Banerji

     

    Ranjona BanerjiA few weeks before September 9, in 2011, I got a call from Pradyuman Maheshwari. Little did either of us know then that we would embark together – and with many others, on an incredible journey of exploration into our profession and our ideals.

    Pradyuman and I have worked together in a number of media organisations since 1991. He has been my boss, but never treated me anything other than an equal. In every job he had when I was free or jobless, he would give me a writing opportunity.

    Every time we quit an organisation, we and other friends with similar ideals and ideas, would dream of things we could start, media enterprises we could do better.

    None of that materialised and my documents folder is full with the wasted project proposals and business plans of crazy dreams.

    But Pradyuman did not give up. Against all odds.

    As he honed his skills in new areas of the media, he collected people and information and knowledge. Critiquing the media was a new exercise in India. There were only a few who did it. And the media itself is notoriously prickly about criticism. We ourselves when on the inside have dismissed complaints with arrogance and lack of grace.

    But as the internet broke our ivory towers. Reader input became more accessible and reader contact much easier; we could no longer ignore what we were being told.

    Of course, a lot of it was rubbish and abuse. The “comments” sections under articles soon had to be policed to remove all the endless stream of abuse. The email ids provided with articles allowed personal abuse straight to your inbox. Apart from all the threats of rape and dismemberment, I remember one reader who emailed me after every article was published mocking my weight and accusing me of eating samosas. What really upset me was that I don’t really like samosas. Beer and chips, he should have said. That was then, when I still worked for a newspaper.

    Trolls learnt very quickly how to control the discourse. Social media only gave them more traction.

    Into this space, people within the media realised that media scrutiny had better come from people who know how it operates. Us.

    What made mxmindia.com different is Pradyuman’s refusal to compromise on his ideals. On his training within journalism. And on free and fair comment, whatever the price he paid. A lot of the losses that he has carried, and continues to, comes down to me. Never once has he asked me not to write about X media house or go easy on Y. He has probably not even told me the number of times ads have been pulled out or he has been threatened because of my writing.

    This free hand has been one of my biggest boons over the last 12 years. In that time, I have lost writing assignments in established media houses, because of my views. But not with mxmindia.com.

    As ever, he has been very critical of himself and his achievements with mxmindia.com:

    https://www.mxmindia.com/media/12-going-on-13-wish-us-luck/

    But those of us who have worked with him know of his commitment, dedication and steadfast support.

    More power to mxmindia.com and Pradyuman!

    And as ever, my heartfelt thanks.

     

  • To focus on Housekeepers of the industry

    Hilton India launches campaign

    By Our Staff

     

    On the occasion of the International Housekeepers Week (10th – 16th Sept), Hilton India Hotels announced #YouAreTheSparkleAndShine, a digital campaign spotlighting the housekeeping teams in the hospitality industry, marking the first time that the industry’s housekeeping staff is being celebrated with a dedicated digital campaign.

     

    Speaking on the campaign, Sabu Raghavan, Vice President – Human Resources at Hilton India said: “Hilton India regards its housekeeping staff as one of the most important pillars contributing to the success of our daily operations. Their unwavering commitment to upholding standards, their attention to detail in crafting a welcoming atmosphere, and their dedication to ensuring each guest’s comfort, truly set the tone for the exceptional hospitality experience that we aim to provide. We are thrilled to be launching #YouAreTheSparkleAndShine, in partnership with LBB, one of India’s leading recommendation platforms to hail and applaud the fraternity and hard work of the housekeeping champions.”

     

  • Spotlights state-of-the-art diaper manufacturing factory in Mandideep, Bhopal

    P&G brand Pampers unveils new campaign

    By Our Staff

     

    Pampers, baby care brand under the house of Procter & Gamble, has set a new benchmark of transparency, safety and innovation for consumers with its latest campaign #DekhKeHiMaanege, targeted at discerning parents.

     

    Said actor Nakuul Mehta and vocalist Jankee Parekh: “As new parents, we know firsthand the challenges and concerns that come with choosing the right diaper for your baby. Pampers’ #DekhKeHiMaanege campaign was an eye-opener for us. Visiting the Pampers manufacturing facility and seeing the rigorous safety and quality checks they put in place was reassuring. It’s clear that Pampers is dedicated to providing the best for babies, and we can confidently say that after seeing it all, ‘Dekh Ke Maanliya’. We believe Pampers is the right choice for parents who want the best for their little ones.”

     

    Added Chetna Soni, Vice President & Category Leader, Babycare, Procter & Gamble India: “At Pampers, we’ve always been committed to delivering the best care for babies. Our new #DekhKeHiMaanege campaign reinforces Pampers’ legacy as the gold standard in baby care, rooted in innovation, safety, and trust. With our new campaign film, we have raised the bar when it comes to being transparent with our consumers, further reaffirming their implicit trust in us. We were delighted to welcome our new parents into our manufacturing plant and have them witness firsthand the entire process of making Pampers diapers. We hope that viewers of the film and all our consumers now know and understand why Pampers diapers are the leading choice for parents.”

     

  • Duolingo now supports Telugu language alongside existing Hindi and Bengali

    Digitas takes Duolingo to Tollywood superstardom

    By Our Staff

     

    Duolingo, the popular language-learning app, has now added Telugu to its list of supported Indian languages, alongside existing Hindi and Bengali courses.

     

    Digitas India, the agency-on-record (AOR) of Duolingo, has created a social-focused campaign to raise awareness about the app’s new Telugu-to-English course in the southern states of Andhra Pradesh and Telangana, where Telugu is spoken.

     

    While people in this region are skilled and ready to face the world, their confidence often takes a hit owing to difficulties in communicating effectively in English.

     

    The objective of the campaign is to encourage users in Andhra Pradesh and Telangana to learn English using their local language. It not only helps them gain conversational confidence but also empowers them to pursue their global aspirations.

     

    To emphasize the enjoyable and free nature of Duolingo’s lessons, Digitas India also partnered with Roll Rida, a renowned Telugu rapper known for numerous Tollywood tracks. Together, they created a Telugu rap song that tells the story of how mastering English on Duolingo can transform anyone from a local star to a global sensation for Telugu speakers.

     

    Abraham Varughese
    Abraham Varughese

    Abraham Varughese, CCO, Digitas India said: “What a blast we had working on this campaign! From identifying local barriers to English fluency and unraveling cultural nuances, we took all that we learnt from the success of our brand strategy for Duolingo in India and brought it to life with Duo’s pushy motivation, irreverent humour and an authentic Telugu makeover.”

     

    Karandeep Singh Kapany
    Karandeep Singh Kapany

    Added Karandeep Singh Kapany, Country Marketing Manager at Duolingo India: “Telugu is one of the top 20 most spoken languages globally and we are happy to introduce a new Indic language course that helps Telugu speakers learn English. Our social-first campaign titled ‘Star Nunchi Global Star Avandi’ (From Local to Global Star) in collaboration with Digitas was aimed at referencing elements from the Tollywood industry. Digitas has played a pivotal role in making this campaign a remarkable success by keeping the brand’s authenticity alive and seamlessly blending elements which are specific to the heartland of Andhra Pradesh and Telangana.”

     

  • To deliver business outcomes

    Welspun appoints Dentsu X as its partner for Integrated Media Solutions

    By Our Staff

     

    Welspun home textiles, has awarded its media duties to Dentsu X – the data & tech-driven agency from Dentsu India.

     

    As per the mandate, Dentsu X’s will intrinsically focus on offering pioneering solutions to enhance the brand’s business outcomes. It will cater to the entire gamut of integrated media services in the Bed & Bath and flooring categories, overseeing media strategy, planning, and buying for Digital and traditional media.

     

    Manjari Upadhye
    Manjari Upadhye

    Manjari Upadhye, CEO, Welspun Global Brands, Domestic Business said: “The competition among the agencies was fierce, and each one presented fantastic ideas, strategies, and data, which made our decision quite challenging. However, dentsu X stood out with its innovative approach, comprehensive understanding of our brand, and compelling vision for our consumer-centric marketing strategy. Bed and bath categories are traditionally considered commodity-driven. Our challenge lies in differentiating ourselves and elevating the brand value within this segment. As the largest spender in the Bed & Bath category over the past 2-3 years, we understand the importance of a robust media strategy to drive our growth. We have chosen to partner with dentsu X due to their exceptional track record in handling similar categories, which will undoubtedly play a pivotal role in shaping our strategies moving forward.”

     

    Anita Kotwani
    Anita Kotwani

    Speaking on the win, Anita Kotwani, CEO Media, South Asia, Dentsu added:  “Adding Welspun India to our clientele is a remarkable win. The network believes in going from pillar to post, fostering our strengths, and redefining practices for brands to supersede their targeted outcomes in the India market. I am proud of the team that has relentlessly worked on the pitch. Their innovative approach to catering to Welspun’s business objectives has led to this victory.  This is much in line with dentsu X’s proposition of ‘experience beyond exposure’ and I am certain of them achieving many new milestones with this partnership.”

     

  • A media insight tool

    Dentsu Intelligence Dashboard (DID) launched

    By Our Staff

     

    Dentsu India launches Dentsu Intelligence Dashboard (DID) – a media insight tool, to enable planners and clients to swiftly comprehend the latest competitor data and expedite the decision-making process. The tool provides integrated data analysis on Online and Offline media spends, Gross Rating Points (GRP), and Impressions in an auto mode.

     

    Commenting on the tool launch Anita Kotwani, CEO Media, South Asia, Denstu said: “At Dentsu, we are on a journey that requires us to compete with ourselves. Our determination to break our records ensures that we invest in building one-of-its-kind cutting-edge solutions for our clients. The tool is certainly a game changer & one-stop go-to for our clients. Media pulls a massive chunk of financial budgets for every brand and the slightest deviation in seeking the true picture could ruin all their efforts. Dentsu Intelligence Dashboard simplistically offers data insights that are accurately curated in an easy-to-understand format and save resources. The launch of this tool is just the beginning of the many firsts that we are working towards.”

     

    Bhasker Jaiswal, Chief Operating Officer, Media, Dentsu India added: “We believe in upgrading our practices to best serve our clients and people. Dentsu Intelligence Dashboard is also proof of our commitment to contributing to the industry at large.  The first-ever tool in the market that integrates data from multiple data sources, alleviates the workload and enables better focus on strategizing. It goes way beyond a simple dashboard and gives planners/clients a readymade competitive overview for Digital as well as TV GRPs which will certainly make it a must-have for all brands.”

     

    Pankaj Bhatlawande, Vice President – Media Analytics, Media, Dentsu India said: “Built on scalable architecture and powered by new-age technologies, the Dentsu Intelligence Dashboard will deliver unparalleled competitive intelligence to media planners. Using serverless technologies like BigQuery enabled data transformation of RLD data, and GRP calculations at scale and reliability. We are certain of this being a game-changer which will elevate marketing strategies to newer heights and redefine business approaches in this digital age.”