MxMIndia

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  • The annual report reveals emerging advertising behaviours and technologies

    Dentsu Media Trends 2024

     

     

    By Our Staff

     

    Dentsu released its annual media trends report, titled ‘The Pace of Progress: Dentsu 2024 Media Trends’. Created by gathering insights from its specialists within Carat, Dentsu X and iProspect globally, the new Dentsu report highlights ten key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.

     

    With over 40 pages of in-depth commentary, Dentsu 2024 Media Trends extrapolates how Generative AI will be best used to spearhead growth, how monetization of the industry is gaining evermore traction and how genuine integrity in advertising will elevate brands. Not only does the report highlight the key trends within each of these three areas of interest, but it also provides suggestions on how brands can capitalize on them in the short and long term.

     

    • Trend 1 – The rise of generative search 
    Generative AI will transform how people access information, from search engines to commerce platforms.

    • Trend 2 – Creativity reimagined 
    The augmentation of human creativity through Generative AI in fields such as content and copywriting, as well as image development.

    • Trend 3 – Generative optimisations 
    Leveraging Generative AI for simplifying advertising production, targeting, and effectiveness at scale and pace.

     

    The race to monetisation:

    2024 will see the intensification of competition between tech platforms. As they strive to better monetise their services in their economic circumstances, platforms will double down on becoming more protective of their data, understanding their users, and stepping up their advertising offerings. This megatrend incorporates:

    • Trend 4 – A world of lookalike apps 
    As platforms become progressively similar, attracting audience attention has never been more important for brands.

    • Trend 5 – From walled gardens to walled pipes 
    Platforms have a more defensive stance on their data which opens the larger question of the delicate balance between protection and discoverability.

    • Trend 6 – The identity refocus 
    A doubling down on people intelligence by media platforms as third-party cookies approach the end of the line.

    • Trend 7 – More ads for more returns 
    Expansion of advertising into new areas for most platforms, with new formats, opportunities – and risks – emerging as a result.

     

    Integrity economics:

    Growth in the next year will not only be about hard economics; it will also be about brands’ sustainable contributions to society.  Amid rising societal and political polarisation and climate emergency, building more carbon efficient, diverse, and safe online spaces for people and brands will be central to success. Highlighted through:

    • Trend 8 – The new faces of growth 
    With media consumption becoming increasingly diverse and personal, brands must adapt to reflect the needs and identities of audiences and stay relevant.

    • Trend 9 – Safer, better, faster, stronger
    Amid a fast-moving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands.

    • Trend 10 – More attention, fewer emissions 
    As brands implement carbon media efficiency strategies, optimizing for attention should lead to decarbonisation through optimised and improved impact.

     

    Peter Huijboom
    Peter Huijboom

    Says Peter Huijboom, Global CEO, Media international markets, Dentsu: “Our own client research has shown that more than 60% of marketers have said they’ve already started engaging with Generative AI in their company*. So, in our Dentsu 2024 Media Trends report it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space.”

     

    Anita Kotwani
    Anita Kotwani

    Adds Anita Kotwani, CEO Media, South Asia, Dentsu: “Artificial intelligence (AI) is not just a buzzword, but a gamechanger for the media industry. It has the power to automate, optimise, and personalize various aspects of media planning, buying, and execution. It can also unleash the creative potential of media professionals, by enabling them to generate new and engaging content, formats, and experiences for their audiences. This is what we call Generative AI, and it is the focus of our 14th edition of the Media Trends Report. At Dentsu, we take pride in our insightful expertise that keeps us ahead of the competitive curve. We are always exploring new ways to leverage AI for our clients, partners, and employees. The Media Trends Report deep-dives into one of the most disruptive technologies – AI, taking us through the many trends that serve Generative AI on a platter. It aims to enable readers to reshape their work dynamics, tapping into the untapped potential through its many facets.”

     

  • He will also introduce the agency to new tools, concepts and workflows

    Madison gets Rob Norman as advisor for digital transformation of clients

    By Our Staff

     

    Madison Media has announced the appointment of well-known digital media specialist Rob Norman as an advisor to accelerate digital transformation at key clients.

     

    Norman was until recently Global Head of Digital at GroupM. He has also been CEO of GroupM, North America. Currently, he is an independent Board member at Piano, MiQ, Simpli.fi, Knotch, Zeotap and a few other digital-first companies.

     

    Rob Norman will offer advisory services to Madison’s top clients, and introduce the agency to new tools, concepts and workflows.

     

    Said Madison World Chairman, Sam Balsara: “We are delighted to have Rob join us as a strategic advisor in the digital transformation space and am sure he will add a lot of value to our teams and our clients. The advertising world has turned digital. India with a digital share of Adex at 40% tracks a little behind the global average of 55% and we hope with Rob’s help to offer world beating thought leadership to our clients.”

     

    Added Vikram Sakhuja, Partner and Group CEO, Madison Media & OOH: “I have had the privilege of working with Rob for many years and his insights, clarity of thought and approach to Clients’ businesses has been inspiring. I’m thrilled to be able to partner with him again in helping build the business of Madison’s Clients.”

     

    Said Norman on his appointment: “I have known Sam, Vikram and Madison for many years. I am a great admirer of the business and its leadership. Independent, entrepreneurial organizations are well placed to innovate with speed and agility. I am excited to spend more time in India, it’s a country I love and a country rich in opportunity.”

     

  • As Senior Director of Revenues & New Initiatives

    Globale Media appoints Raj Swaminathan

    By Our Staff

     

    Artificial Intelligence-driven mobile and web advertising platform Globale Media has appointed Raj Swaminathan as Senior Director of Revenues and New Initiatives. At Globale Media, he will oversee strategic leadership in new emerging markets.

     

    Said Bhavesh Talreja, Founder and Chief Executive Officer, of Globale Media: “We are super-excited to have Raj Swaminathan in our team. With his appointment as the Senior Director of Revenues and New Initiatives, we mark an important milestone in our journey to bolster our global vision. Raj holds a decade and a half of experience in rapidly scaling businesses from scratch. He will lead revenues from advertisers, and agencies and will oversee the company’s foray into strategic verticals and emerging markets.”

     

  • For ICC Cricket World Cup campaign

    Thums Up & Ogilvy collaborate with SRK

    By Our Staff

     

    Thums Up and Ogilvy have got actor Shah Rukh Khan to play a double role for its Men’s Cricket World Cup campaign, showcasing the constant tussle of opinions in our own mind about Team India lifting the cup.

     

    Said Ritu Sharda, Chief Creative Office, Ogilvy India (North): “Cricket is a wave that rides on pure emotion. When the team is playing well, we all rally behind the team, and suddenly with one bad performance, we lose all hope. It’s intense. It’s almost like there are two sides within all of us, constantly pushing against one another. The doubter and the believer. This is exactly the emotion we’ve played out in our latest campaign with SRK bringing to life this struggle of the mind and heart.”

     

    Added Tish Condeno, Senior Category Director (Sparkling Flavours), India & South-East Asia, The Coca-Cola Company: “We believe that the ICC Cricket World Cup is the biggest sporting event for the country. Partnership with the ICC provides us with a unique opportunity to unite our customers, consumers, brands, and cricket through diverse engagement formats. Our collaboration with SRK as the ‘Voice of Belief’ for Thums Up’s association with ICC World Cup campaign embodies our commitment to turning every doubt into an unwavering belief.”

     

  • Unveils new design interface

    Zee Tamil celebrates 15-yr milestone

    By Our Staff

     

    Tamil GEC Zee Tamil is celebrating its 15-year milestone with an all-new design interface that “captures the heart and soul of Tamil Nadu”.

     

    Commenting on the development, Kartik Mahadev, Chief Marketing Officer – Content SBU, Zee said: “Zee engages the many Bharaths and its aspirations through content brands that are rooted in culture. The refreshed Zee Tamil brand design is an ode to the strength and dynamism of the Tamizh viewer. The “marigold” inspired design is a vibrant expression of the auspicious new beginning that the channel seeks to provide through its inspiring content, nudging positive actions and inspiring outcomes. Zee Tamil’s transformative endeavour will further strengthen the Zee network commitment to consistently design and deliver extraordinary experiences to our viewers.”

     

    Speaking on the channel’s business strategy, Ramanagirivasan, Chief Channel Officer –  Zee Tamil added: “Over the past 15 years, Zee Tamil has built a robust audience connection through content crafted with a profound understanding of consumer sentiments. This bond is a testament to the deep emotional resonance we share with our viewers.  In the last 1 year, the strategic overhaul of our prime-time fiction programming has resulted in a substantial surge in viewership share in Tamil Nadu (U+R), from 17% to an impressive 23%. We aspire to carry forward this momentum by not just delivering engaging content but also enhancing consumer experience through our innovative tech-forward approach.”

     

  • Titled 'Festival of Dreams'

    Croma campaign for Durga Puja

    By Our Staff

     

    Croma has rolled out its Festival of Dreams Campaign to celebrate Durga Puja.

     

    Commenting on Croma’s ‘Festival of Dreams- Durga Pujo’ campaign, Shibashish Roy, Chief Operating Officer, Croma, said: “We are looking forward to the Durga Puja celebration with our ‘Festival of Dreams’ campaign.  This festive season, with 13 stores in Kolkata, we’re here to complement our discerning customers’ electronics shopping experience. With our unique customer service and a wide array of gadgets under one roof, we aim to make this Puja season truly special for everyone.”

     

  • Focuses on forging strong bonds

    Ambuja Cement unveils new ad film

    By Our Staff

     

    Ambuja Cements of the Adani Group has unveiled its latest ad film, ‘Mazbooti Ki Misaal’. The film focuses on the significance of forging strong bonds as the core value of Ambuja Cements – ‘Strength’.

     

    Said Ajay Kapur, CEO, Cement Business: “At the heart of Ambuja Cements lies an unwavering commitment to the strength, both in our products and in the relationships, we foster with our customers. Our ‘Giant Compressive Strength’ is a testament to this commitment. It beautifully combines the tangible strength of our cement with intangible strength of familial bonds, resonating with our core values and touching the hearts of our audience.”

     

  • For their upcoming campaign

    Tilt to partner Lendingkart

    By Our Staff

     

    Lendingkart has appointed Tilt Brand Solutions as its communications partner for an upcoming campaign that will feature during the ongoing ICC Cricket World Cup. The Mumbai-based Tilt Brand Solutions is a part of Quotient Ventures.

     

    Said Ram Deshpande, Chief Marketing Officer, Lendingkart: “Really excited about our upcoming campaign with Tilt Brand Solutions at the helm to redefine our brand storytelling with our unique position in the fintech space. Looking forward to some great creative work that will take brand Lendingkart further.”

     

    Added Rajiv Chatterjee, Co-founder & Group Chief Growth Officer, of Quotient Ventures: “We are thrilled to partner with Lendingkart for this critical campaign. We are partnering with them to position their expanded product portfolio and through-the-line execution of the campaign and amplification across touchpoints. We are grateful to them for the faith placed in us, as well as their ambition to disrupt the market, both at a product and communication level.”

     

  • Conceptualised by the Whizzstudios

    Asus launches new campaign

    By Our Staff

     

    Asus India has launched a new campaign titled ‘Khelon Ka Pitara’ featuring actor Ronit Roy. The campaign is conceptualised by the Whizzstudios.

     

    Said Paramjeet Singh, Marketing Head Consumer PC & Gaming, Systems Group at Asus India: “In the dynamic landscape of technological evolution proliferating across human generations, we are proud to introduce our latest campaign, ‘Khelon Ka Pitara’. The campaign is designed to establish a meaningful connection with the millennials, who were the first generation to start gaming and facilitate a bridge to their Gen Z and Alpha kids, who are currently immersed in the advanced stage of gaming. ROG Ally along with this campaign signifies a distinctive and shared gaming affinity between the millennial generation and their progeny, aiming to foster mutual interest in gaming, bridging the generational gap and creating a lasting bond amongst them.”

     

  • Without wasting any time, star TV anchors have changed their wardrobe to camouflage vests and "rushed" to Israel, writes Ranjona Banerji

    Ranjona Banerji: Pretend reportage, the Indian news television way

    By Ranjona Banerji

     

    Ranjona BanerjiThe Indian TV media has outdone itself. Without wasting any time, star TV anchors have changed their wardrobe to camouflage vests and rushed to Israel. Now they “report” bravely as Israeli hammers Palestine into dust. We all know why these anchors are in Israel. Because after screaming against Indian Muslims on their hate-filled channels night after night, they are thrilled that Israelis are killing Palestinians, most of whom are Muslims.

    The attacks by Hamas on Israeli have triggered a massive response by the Israel Defence Forces. The Israel government has called Palestinians “human animals”, and sworn to stop water, electricity, food to all Palestinian areas. What a dream situation for India’s star TV anchors.

    They don’t even have the basic journalistic decency to send their reporters to cover this war or assault or revenge or whatever you want to call it. No, these studio-sitters are out there rushing about displaying their importance and building up their personal viewership of bigots. They are not bothered about covering the victims of Israeli violence, obviously. Because what is there for them in Palestine?

    You may well ask, if you’re really excited about covering violence, why did none of these star TV anchors visit Manipur. It’s quite close to Delhi, within India in fact. And a civil war has been on for months now. Forget the star anchors, most TV houses have not even bothered to send regular reporters to cover Manipur. Rather, they haven’t tried to cover Manipur at all.

    The reasons are easy to seek: they have no skin in the Manipur game. It is a BJP-ruled state. And instructions may well have come that Manipur is a no-go zone. Besides, if the battle is between Meiteis and Kukis, there is no anti-Muslim hysteria to create.

    Israel however has everything that rightwing India loves. Starting with Pegasus spyware to infiltrate electronic devices of evil Indian journalists and activists who refuse to toe the TV line of obeisance to the BJP and RSS. Israel attacks Palestinian Muslims ruthlessly. It is a tiny state which stands up to its Muslim neighbours. It uses religion as its national identity? What’s not to like?

    Since Indian television media does not really hold much by journalism, facts and so on, we will have to ignore the irony of genuflecting before both the RSS and Israeli, given how the founders of the RSS really loved Adolf Hitler, Nazi Germany and the extermination of Jews. In fact, as an aside, it is truly worth listening to this talk by R Rajagopal, former editor of The Telegraph, Kolkata and current editor-at-large. Rajagopal’s bravery and his basic stance that the time for journalistic neutrality in the face of fascism has long gone in India are well-known within the fraternity. His parallels with the media in India now and in Nazi Germany are spine-chilling.

    These words of Rajagopal should sink deep into the minds of journalists. Is it too late for Indian television? Probably. Ownership is clearly tilted towards the BJP government and there is no space for showing truth to power.

    And lest it be forgotten, the massive assault on journalism by the Central government on the newsite Newsclick is still new. There have been and still are protests by journalists all over the country in support of Newsclick. But not by any star anchors. Who are now in Israel anyway, playing pretending reportage.

     

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

     

  • Interesting findings in inaugural Media Responsibility Index launched by IPG Mediabrands

    So how ‘responsible’ is Indian media?

     

     

    By Our Staff

     

    • Broadcast and digital platforms excel in safety: Both broadcast and digital platforms exhibit consistency in safety with robust processes aligned with industry ethics and standards.

    • Broadcasters face sustainability gap:Foundational sustainability efforts are needed from broadcast platforms through measuring emissions, ESG frameworks and making public commitments on Net Zero goals. Digital is a mixed bag, some platforms have plans to improve energy efficiency and mitigate greenwashing.

    • Inclusivity metrics highlight opportunity for growth: DE&I efforts need to be stepped up in broadcast and digital. Significant opportunity exists in enhanced measurement and statistical validation.

    • Digital platforms urged to prioritise data ethics:Digital platforms are encouraged to bolster efforts in data ethics, in alignment with the Digital Personal Data Protection regulation.

     

    The above are key findings on the Indian media landscape in the inaugural Media Responsibility Index (MRI) study conducted by IPG Mediabrands, the media holding company within Interpublic Group. Collaboratively compiled by IPG Mediabrands and its intelligence arm, Magna, the index aims to “elevate awareness and set a higher industry standard for safety in advertising for both brands and consumers”. It serves, notes a communique, as a guiding resource for marketers, allowing them to prioritize brand and consumer safety in their investment decisions across diverse media platforms.

     

    Said Hema Malik, Chief Investment Officer, IPG Mediabrands India: “The MRI India is a testament to our commitment to responsible media practices in India. Our MRI report propels responsible media practices to the forefront of India’s media landscape, providing brands and marketers with essential tools to navigate the media terrain conscientiously. It reaffirms our dedication to ethical advertising, safety, and shared responsibility in media. While we take pride in Indian media companies leading in Safety and corporate responsibility, the MRI also underscores the imperative for Digital Platforms to elevate their efforts in Data Ethics. It highlights that while Indian media excels in several areas, there’s room to advance Sustainability and Diversity, Equity, and Inclusion, further progressing responsible media practices in our country.”

     

    The MRI India evaluates media platforms across four crucial Environmental, Social, and Governance (ESG) aligned priorities: Safety, Inclusivity, Sustainability, and Data Ethics. This comprehensive approach equips brands to make discerning investment decisions, with consideration for brand and consumer safety in media strategies. The survey encompasses an extensive questionnaire containing over 200 questions, covering key principles such as promote respect, children’s wellbeing, misinformation, and data collection & use, providing a deep-dive analysis of each platform’s performance within these domains.

     

    The response from media platforms is a weighted index of all 10 principles across 4 priorities: Safety, Inclusivity, Sustainability and Data Ethics. The index reflects the platforms’ position in the priority areas. Broadcast platforms surveyed cover close to 70% of Television Adex in India.

     

    Added Harrison Boys, Director, Standards & Investment Product, IPG Mediabrands APAC: “MRI India heralds a new era in media responsibility. It underscores the importance of putting safety, inclusivity, sustainability, and data ethics at the forefront of media strategies. Notably, the MRI showcases how Indian broadcasters excel in Safety, setting industry benchmarks. Furthermore, India’s substantial commitment to CSR projects mandated by the CSR Law aligns perfectly with the UN Sustainable Development Goals, demonstrating a unique opportunity for responsible media practices on a global scale. It is noted, however, that there is a significant opportunity in Sustainability, as well as ensuring Data Ethics practices are class leading in recognition of the regulation.”

     

  • Unveils new brand positioning with All-Rounder

    Hardik Pandya promotes Onsitego

    By Our Staff

     

    Onsitego, the device care company for electronic devices and appliances, announced a new campaign titled ‘Protection Ka All-Rounder’ featuring cricketer Hardik Pandya.

     

    Said Kunal Mahipal, Founder & CEO of Onsitego: “Powered by easy EMI options, people today buy a Rs. 5000 per month phone vs. a Rs. 80,000 phone paid in one go. In case it gets damaged, the cost of repair can go up to 70-80% of the device price & needs to be paid upfront. Our affordably-priced plans safeguard consumers from such unfortunate expenses. However, in India, only a small fraction of consumers buy protection plans. Our new brand campaign aims to increase consumer awareness about protection plans and underlines the role Onsitego plays.”