MxMIndia

Author: Our Staff

  • Retail media's upper-funnel, brand awareness capabilities are growing stronger as advertisers demand similar opportunities in commerce led verticals like travel and finance, notes the study

    Criteo study says 83% of publishers eye retail media investment

    Brands, agencies, retailers, and publishers worldwide are embracing retail media and the larger world of commerce media to drive meaningful outcomes. Criteo, the commerce media company, has conducted a global study of more than 1000 brands, agencies, retailers and publishers in a report titled ‘The Great Defrag: how commerce media will unite advertising in 2024’, bringing together perspectives from all players and all regions into one cohesive story of how to advance retail media to the next level.

    The study revealed that 83% of publishers globally are open to tap into retail media adspend by embedding products on their web pages, opening up more inventory opportunities for offsite campaigns. The data also illustrates how retail media has evolved beyond purely sponsored product ads. Overall, 85% of brands and agencies agreed the ability of retail media to drive upper-funnel brand awareness is growing stronger.

    Said Brian Gleason, Chief Revenue Officer, Criteo: “Advertisers, publishers and retailers want to make full use of this new media and our mission is to make it as simple as possible. The easier it is for all parties to successfully buy and sell retail media, the faster we reach the potential of this $100 billion market opportunity.”

  • The MIB Secretary pointed out that there were over 60 OTT platforms in India out which 30 per cent OTT Originals were operating in regional languages. The number is expected to go up to 50 per cent this year

    OTT Originals Growing Significantly in Regional Languages: MIB Secy Sanjay Jaju

    OTT platforms are growing significantly in various regional languages across India, said Sanjay Jaju, Secretary, Ministry of Information and Broadcasting, Government of India, at the India Digital Summit (IDS) 2024, in Mumbai, on Wednesday. In his keynote address, he pointed out that there were over 60 OTT platforms in India out which 30 per cent OTT Originals were operating in regional languages. The number is expected to go up to 50 per cent this year. The session was moderated by Vivek Malhotra, Group CMO & COO, Consumer Revenue, India Today Group.

    Jaju also said that the media and entertainment sector was a huge sector and played a pivotal role in the Indian economy. “It’s been growing phenomenally at a rate of 20 per cent and is approximately Rs 2 lakh crore. In that, the digital media segment is the second largest sub-segment, and has been showing a growth of approximately 30 per cent — around Rs 60,000 crore — and the film segment has a 25 per cent growth rate,” he said. Sharing data he added that over 200 films were released on the digital platforms in the last year, including 75 films which were released directly on the digital platform without a theatrical release.

    Regarding the growth of the digital gaming industry, Jaju said: “The online gaming industry has been growing by 34 per cent and animation and VFX have close to around 30 percent growth rate, expected to become a $2 billion industry by 2025.”

    Jaju also announced some new initiatives that the government is taking to provide a boost to the media and entertainment sector in India. These include the setting up of a National Centre of Excellence in Maharashtra to create world class media talent and an incentive scheme to attract international projects. He pointed out that, this would help the industry undertake a lot of co-production treaties with multiple countries and create a number of audiovisual co-productions.

    IDS 2024 was being organised by IAMAI in partnership with the Ministry of Electronics and Information Technology (MeitY), the Ministry of Information and Broadcasting (MIB), the Union Ministry of Tourism, UIDAI, Indian Cybercrime Coordination Centre (I4C), Government eMarketplace, In-Space and Skill India Digital.

  • The discussion centred around the challenges for digital marketers lies in navigating personalisation and measurement in a post-cookies era

    IDS24: Optimising campaign impact is key challenge

    At the IAMAI’s India Digital Summit 2024 held in Mumbai earlier this week, a panel discussed the challenge for digital marketers lies in navigating personalisation and measurement in a post-cookies era. Those on the panel included Shuvadip Banerjee, Chief Digital Marketing Officer, ITC; Shashank Srivastava, Senior Executive Officer, Maruti Suzuki India; Arnaud Frade, President, Commercial – (Asia), Nielsen and Mohit Joshi, Chief Executive Officer, Havas Media Network India. The session was moderated by Vivek Malhotra, Group Chief Marketing Officer and Chief Operating Officer – Consumer Revenue, India Today Group.

    Highlights of what the panelists said:

    Srivastava: “In earlier times, this understanding of the customer relied on sampling, market research, and analysis of demographics and psychographics. However, the abundance of data and advanced technologies now allow for a significantly more personalised approach to customer insights. Maruti Suzuki’s sustained market dominance, holding approximately 45% market share over four decades, stems from aligning with evolving consumer behaviours and processes. Extensively researched, the car purchasing journey involves 26 touchpoints, 24 of which Maruti Suzuki has seamlessly digitised. Aspects like test drives and delivery are transitioning to digital.”

    Frade: “Technological advancement also generates vast amounts of data, which must be leveraged more effectively. The challenge lies in obtaining precise, high-quality data that empowers marketers, brand owners, and other stakeholders to make informed decisions. In this rapidly evolving landscape, understanding the changing dynamics of the shopper journey is paramount. The proliferation of mobile technology and diverse forms of commerce has fundamentally altered how consumers engage with brands. We are witnessing a transition from discrete ‘moments of truth’ to a continuous journey, where decision-making occurs at various touchpoints. Marketers must excel not only at the final interaction but throughout the entire marketing funnel.”

    Banerjee: “The marketing landscape has evolved, with real-time multi-touch attribution and market mix models becoming commonplace, aiding investment allocation. Despite lacking a unified media measurement standard, metrics like scroll depth on owned assets and engagement within communities offer insights into consumer behaviour. Additionally, distinguishing between always-on and start-stop campaigns and measuring baseline improvements helps gauge campaign effectiveness. Despite the abundance of data, the challenge lies in harnessing it effectively to inform decision-making and optimise campaign impact across different funnel stages and mediums.”

    Joshi: “At Havas, we’re addressing this challenge of misinterpreting data head-on. We aim to refine our approach to a market mix model and ensure clients receive accurate input-output assessments. While data is invaluable, we must ensure it guides us in the right direction. By striking a balance between bottom-of-the-funnel optimisation and top-of-the-funnel investment, we can sustainably drive acquisition and growth. The key is to navigate the complexities of data and maximise its potential to drive client success.”

  • Price Band fixed at Rs 270 to 288 per equity share of face value of Rs 5

    R K Swamy IPO to open on March 4

    The much-awaited IPO R K Swamy Limited will open Monday, March 4, 2024. The Initial Public Offering (IPO) of up to equity shares of face value of Rs 5 each (Equity Shares) for cash at a price band from Rs 270 to Rs 288 per equity share. Bids can be made for a minimum of 50 equity shares and in multiples of 50 equity shares thereafter.

    The bid/offer will  close on Wednesday, March 6, 2024.

    As per a communique, the net proceeds from the issue are proposed to be used as follows: Funding working capital requirements of the Company Rs 540 million; Funding capital expenditure to be incurred by the company for setting up a digital video content production studio: Rs 109.85 million; Funding investment in IT infrastructure development of the Company, and Material Subsidiaries, Hansa Research Group Private Limited and Hansa Customer Equity Private Limited: Rs 333.42 million, and funding setting up of new customer experience centres and computer aided telephonic interview centres of the company: Rs 217.36 million. And general corporate purposes.

  • Prior to joining Kotak, Kotian led corporate communications for Visa across India and South Asia

    Kotak gets Prasanna Kotian to head corp comm

    Prasanna Kotian
    Prasanna Kotian

    Kotak Mahindra Bank Limited has announced the appointment of Prasanna Kotian as the new Head – Group Corporate Communication to oversee and drive external and internal communications for the Kotak group of companies. Prior to joining Kotak, Kotian led corporate communications for Visa across India and South Asia.

    Said Rohit Bhasin, President – Retail Liabilities Product and Chief Marketing Officer, Kotak Mahindra Bank: “We welcome Prasanna Kotian to the group marketing and communication team. His experience and leadership will be instrumental in strengthening our brand and fostering effective communication with all our stakeholders.”

    Added Kotian: “I am excited to join Kotak at an interesting time when the company is focussed on transformative change across the Group. I look forward to collaborating with the talented team here to enhance our corporate communication strategies and stakeholder communications helping strengthen the organisation’s reputation across our key stakeholders.”

  • As Hashtag Orange expands its footprint from Gurgaon to Mumbai, there is a heightened focus on the western region, notes a communique

    Gaurang Menon joins Hashtag Orange as Creative Head – West

    Gaurang Menon
    Gaurang Menon

    Hashtag Orange, a leading digital native advertising agency, has announced the appointment of Gaurang Menon as its Regional Creative Head for the West region.

    As Hashtag Orange expands its footprint from Gurgaon to Mumbai, there is a heightened focus on the western region, notes a communique.

    Said Mukesh Vij, Founder of Hashtag Orange: “I am glad to welcome Gaurang Menon back to the Hashtag Orange team. I am confident that Gaurang’s leadership will play a pivotal role in driving our growth objectives forward. His strategic vision, coupled with his creative prowess, will undoubtedly elevate our efforts as we continue to innovate and expand in the dynamic digital advertising landscape.”

    Amit Shankar, Co-Founder and Chief Creative Officer at Hashtag Orange, echoed the same sentiment, stating: “I am thrilled to have Gaurang back on board, with even greater expertise and a fresh perspective that is sure to invigorate our team. His wealth of experience and creative acumen will play an invaluable role in elevating our strategies to new heights. Together, we will work on pushing  boundaries, innovating, and delivering exceptional results for our clients.”

  • Conceptualised by Ogilvy

    Fevikwik gel launches quirky campaign

    Pidilite Industries Limited has announced the launch of a new campaign ‘Galti Sudharne ka Mauka De’, for its latest variant Fevikwik Gel.

    Says Manish Dubey, Chief Marketing Officer, Pidilite Industries Ltd: “Fevikwik dominates the instant repair category to the extent that it is the only brand people think of when it comes to repairing broken items. However, we recognised that in some cases, repairers need a few more seconds to readjust the pieces for a perfect outcome. This realisation prompted the development of Fevikwik Gel. Our new Fevikwik Gel represents a significant advancement in the instant repair category. The campaign, employing trademark Pidilite humour and real-world situation, illustrates how Fevikwik Gel streamlines the repair process by facilitating swift corrections and enables users to approach any repair or adhesion task with ease and confidence.”

    Added Piyush Pandey, Chief Advisor, Ogilvy India: “Pidilite is a forever innovative company. This time the innovation is with Fevikwik Gel. The Gel gives you that little extra time that you require for adjusting before permanently fixing. The Fevikwik team at Ogilvy & Pidilite found it to be another great opportunity to communicate product benefits in Pidilite style which leaves a smile on your face.”

  • It is curated by Toaster India

    Swiggy Dineout unveils ‘Sharma Ji Ki Beti’ campaign

    Swiggy Dineout recently launched its latest campaign, Sharma Ji Ki Beti, aimed at “revolutionizing” the dining out experience for Indian consumers. The campaign was conceptualised by Toaster India.

    Said Aparna Giridhar, VP, Marketing, Swiggy: “This creative route plays up a new social validation of using Swiggy Dineout before stepping out as the right way to eat out, especially during our biggest annual festival. By humorously portraying this, we encourage users to emulate ‘Sharma ji ki Beti’ for seeking the best dining benefits in town. Building on our core mission of providing unparalleled convenience to consumers, this campaign highlights Swiggy Dineout’s proposition of seamless & joyful dining with maximum savings.”

    Added Ira G Chief Creative Officer, Toaster India: “Swiggy Dineout is a dream client for any creative team and we’re so kicked we got to collaborate and create a campaign with them. Humour and a strong insight are given with a brief like this and we hope to do a lot more with Sharmaji ki beti as a character.”

  • He has set up India’s first ISEC reporting panel

    Yashwant Deshmukh highlights ISEC role in digital world

    At the IAMAI’s India Digital Summit 2024 held earlier this week in Mumbai, the Indian Socio-Economic Classification (ISEC) was much discussed. Central to this initiative is the COTN survey by senior researcher and founder-CEO/Editor of CVoter, Yashwant Deshmukh who is CEO, Dataeye Asia aimed at tracking consumer sentiments across the nation especially in digital consumption. To be conducted year-round in 11 Indian languages and commissioned by a leading media house.

    The survey helps CMOs with two essential batteries: the COTN Economic Battery and the COTN Product Battery. The first COTN survey report is scheduled to be released this month (March 2024). Additionally, this will be the first ISEC-aligned initiative, the survey will introduce a media consumption tracker. More details on what COTN is all about is awaited, and this report will be updated thereafter.

    The conversation led by Yashwant underscored the imperative for CMOs to embrace the transformative power of data analytics and new segmentation in navigating India’s dynamic media landscape. As evidenced by the early adoption of digital media in regions like Bihar and Uttar Pradesh, traditional media consumption patterns are in the midst of transformation.  Deciphering and understanding India’s growth in the digital space requires advanced survey methods due to the complexity and dynamism of the Indian consumer landscape.

    The summit highlighted ISEC’s potential with the debut of this study.

  • It has been created by VML

    Shell launches ‘Expect more from Shell Fuels’ campaign

    Shell has launched a new marketing campaign titled ‘Expect more from Shell Fuels’. It has been created by VML.

    Introducing the new campaign, Kartiki Karihaloo, Manager Marketing, Mobility India, said: “We have always been committed to enhancing the mobility experience for our valued customers. With our latest campaign, ‘Expect more from Shell Fuels, ‘ we want to emphasise that even though life’s diverse experiences may not always exceed expectations, customers can always expect exceptional value and quality from Shell Fuels. It also builds upon our previous campaign ‘More than Just a Fuel Station’, marking another step forward in our journey towards enhancing our customer’s overall experience.”

  • For Integrated Creative

    Dentsu Creative bags Popeyes mandate

    Dentsu Creative India has won the integrated creative mandate for the American fried chicken restaurant chain – Popeyes. The account was won following a multi-agency pitch and will be serviced from the agency’s Gurugram office. The restaurant chain has 33 stores in 11 Indian cities so far.

    Ujjwal Anand
    Ujjwal Anand

    Said Ujjwal Anand, Managing Partner – North, Dentsu Creative India: “Popeyes has a cult status in the world, and we’re excited to partner with them in their journey in India. We hope to build on the brand’s legacy and of course, the crazy love.”

    Gaurav Pande
    Gaurav Pande

    Added Gaurav Pande, Executive Vice President and Business Head, Popeyes India: “We were impressed by Dentsu Creative’s strategic vision and creative acumen during the pitch process. Their understanding of our brand ethos, the Indian culture and their ability to translate it into share-worthy campaigns stood out. We are confident this collaboration will bring a fresh perspective to our marketing efforts in India.”

    Joy Mohanty
    Joy Mohanty

    Said Joy Mohanty, Chief Creative Officer – North, Dentsu Creative India: “Winning the pitch is great, but winning the hearts and minds of Indian foodies is going to take some work. And we’re ready for it! The possibilities to embed Popeyes in desi pop culture already have us pumped. So, it’s only going to get more interesting from here.”

  • Kavinder Singh to Board as Joint MD-designate

    Sudhanshu Vats is MD-designation at Pidilite

    Sudhanshu Vats
    Sudhanshu Vats
    Kavinder Singh
    Kavinder Singh

    In many ways, if Viacom18 is flying high today, it owes its current status to a fair extent to former CEO, Sudhanshu Vats.

    Vats name, as per the Board of Directors of Pidilite Industries Limited, has been approved as Managing Director Designate. The Board also approved the appointment of  Kavinder Singh as Executive Director and Joint Managing Director Designate. 
They will take charge as Managing Director and Joint Managing Director, from April 2025, after the completion of term  of the current Managing Director, Mr. Bharat Puri. Note, you read it right. It’s 2025, not 2024.

    Commenting on the announcement,  M B Parekh, Executive Chairman of Pidilite Industries, said “The appointments of Sudhanshu and Kavinder will reflect the next phase of the Pidilite leadership journey.”

    Vats is currently Deputy Managing Director of Pidilite Industries. Singh is currently Managing Director and CEO of Mahindra Holidays and Resorts.