MxMIndia

Author: Our Staff

  • …. to create content hub

    Mindshare helps Times Network & Britannia partner

    Times Network has partnered with Britannia The Laughing Cow Cheese and Mindshare to launch ‘Cheeseitup.in’, a content destination to enhance cheese awareness in India and provide culinary inspiration.

    Said Abhishek Sinha, CEO Britannia Bel Foods, and CBO Britannia Dairy: “CheeseItUp.in is Britannia The Laughing Cow Cheese’s effort for all cheese enthusiasts and novices who are constantly looking for gathering knowledge about the product category. After the joint venture between Britannia and Bel group, we began the journey of creating awareness about the category benefits, with borrowed learnings and expertise from the French conglomerate. We realised that as a nascent category in India, the awareness about cheese, its benefits, and usage is still limited and fragmented. We took up this challenge with our partners – Times Network and Mindshare to build an inclusive platform which could cater to this gap for all Indians.”

    Commenting on the partnership, Rohit Gopakumar, CEO- ZENL & BCCL(TV Division) added: “Our endeavour is always to provide a balanced platform for both our audience and clients. The satisfaction of achieving brand objectives through targeted content offerings excites our team. Britannia has consistently led the way in creating cutting-edge communication ideas for its various products. This partnership between Britannia The Laughing Cow Cheese and Times Network Digital platforms will undoubtedly break new ground in the cheese category. Collaborating with Britannia and Mindshare to introduce a new and innovative concept that marries content with brand thought leadership is the way forward for deep audience engagement. It’s time to CHEESEITUP!”

    Speaking on the partnership, Rohit Chadda, President & COO – Digital, Times Network said: “Content-driven commerce strategically integrates content into the shopping process to provide customers with the highest quality experience. Times Network Digital has the largest base of premium, influential audience in the country across news & lifestyle categories. Our brand TimesFoodie.com, an industry-leading platform in food content, is the perfect partner to create such a food destination for Britannia. The idea of ‘CheeseItUp.in’ is to instil product knowledge and usage, while also taking an innovative approach to ecommerce that directly drives revenue for the brand.”

    Said Amin Lakhani, CEO, Mindshare: “CheeseItUp.in isn’t just a platform, it’s your fun and flavourful culinary playground! We want to make cheese a delicious and healthy part of everyday meal planning. We use real consumer data to craft healthy and inspiring recipes with Britannia The Laughing Cow cheese. It’s connected commerce powered by content. Mindshare has architected a partnership between Britannia Bel Foods and Times News Network. Get ready to experience a whole new world of cheese-based creations! We are excited to see how this platform will revolutionise the way people enjoy Britannia The Laughing Cow cheese in their daily lives.”

  • With a billboard that has a pakoda-in-the rain twist

    Adani Wilmar’s #MonsoonWithFortune campaign

    Adani Wilmar has gone in for a 3D twist to the newly launched #MonsoonWithFortune campaign.

    Said Mukesh Mishra, Senior Vice President, Sales and Marketing, Adani Wilmar: “This innovative campaign is our way of celebrating the joy of monsoon and connecting with our consumers on a deeper level. We believe this creative approach will resonate with our audience and reinforce Fortune’s position as a brand that understands and embraces the traditions and flavours of Indian households.”

  • Launches new tool Ormax Star Image Pulse

    Ormax Media forays into celebrity image consulting

    Media consulting firm Ormax Media announced the launch of its new consulting tool Ormax Star Image Pulse. The tool marks the company’s foray into celebrity image consulting to help actors in the film and streaming categories, as well as social media influencers, craft their market positioning based on audience intelligence provided by Ormax Media.

    Shailesh Kapoor
    Shailesh Kapoor

    Speaking about Ormax Star Image Pulse, Shailesh Kapoor, Founder and CEO, Ormax Media, said: “In a world where a celebrity is surrounded by people who are always putting them on a pedestal – fans, followers, media, employees, industry colleagues – objectivity invariably gets compromised. The distance between the celebrity and the audience increases as the celebrity gets more famous and successful. To hear independent, objective voices, from outside this echo chamber, is a pressing need, which Ormax Star Image Pulse has been designed to fulfil, by acting as a bridge between the celebrity and their real audience”.

  • Updates will help customers seamlessly navigate across Prime Video

    Prime Video revs streaming experience

    Prime Video has introduced some improvements to its user experience that will begin to roll out globally, and will become available to all customers in the coming weeks.

    “We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, Vice President of Design at Prime Video. “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favorites, as well as sign-up to or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”

    It may be noted that MxMIndia hasn’t reviewed the new introductions in the Prime Video platform and the information published in this report is based on information received from Prime Vieo. We urge readers to familiarise (and satisfy) themselves with the features before taking a new purchase/subscription decision.

  • Additionally, the tournament will be powered by Garnier Men

    Nodwin Gaming ropes in Android as title partner for BGMS Season 3

    Nodwin Gaming, the leading gaming and esports company, has officially announced Android as the Title Partner for Battlegrounds Mobile India Series (BGMS) Season 3. Additionally, the tournament will be powered by leading men’s skincare brand, Garnier Men, marking the first time that Android and Garnier Men have partnered with an Indian esports tournament.

    The high-voltage action of Android BGMS Season 3 is being broadcast on Star Sports for the third consecutive year as the nation’s best BGMI squads battle it out. The entire tournament will be played on high-performance Android devices.

    Said Akshat Rathee, Co-founder and Managing Director, Nodwin Gaming: “We are thrilled to announce our partnership with Android, Garnier Men and Redbull for the highly anticipated third season of BGMS. Having such notable partners whose vision for the growth and development of competitive gaming in India mirrors our own, is a tremendous asset. Their involvement not just highlights the emergence of esports as a mainstream sport but also the massive potential of youth engagement in this field. Together, we are confident in our ability to provide the necessary resources and visibility required to nurture and promote esports talent nationwide,”

  • Unlocking fresh design possibilities for creative Pros

    Adobe unveils new innovations in Illustrator and Photoshop

    Adobe, computer software company, announced a set innovations in popular professional design apps Adobe Illustrator and Adobe Photoshop. From ideation to production, the new release of Illustrator unlocks new ways for pro designers and illustrators to more easily and quickly bring their vision to life across brand graphics, logos and icons, product packaging, marketing deliverables, pattern creation and beyond. The latest release of Photoshop delivers new ways for creative professionals to iterate design concepts and jumpstart asset creation to achieve complex, custom outputs with differentiated colour and style more efficiently.

    To accelerate creative workflows, Illustrator is introducing new tools including all-new Generative Shape Fill (beta) to empower designers to quickly add detailed vectors to shapes by entering text prompts directly in the Contextual Taskbar. Generative Shape Fill is powered by the latest Firefly Vector Model (beta) which is designed to support creators with additional speed, power and precision. Additional innovations in Illustrator including the Dimension Tool, Mockup (beta), Contextual Taskbar, Retype, enhanced selection tools, Text to Pattern (beta),

    “The most creative people across illustration, design, photography and beyond trust Adobe’s tools to deliver the most innovative features to maximize productivity and accelerate workflows across ideation, design and production,” said Ashley Still, senior vice president, digital media at Adobe. “Adobe’s new innovations in Illustrator and Photoshop are built directly into designers’ existing workflows, offering new ways to create and helping them to work faster and focus on what they do best – drawing, designing and bringing their creative visions to life.”

    It may be noted that MxMIndia hasn’t reviewed the new introductions in the platforms and the information published in this report is based on a communique received. We urge readers to familiarise (and satisfy) themselves with the features before taking a purchase/subscription decision.

  • Across the marketing supply chain

    MMC and ISBA join forces to enhance transparency

    Media Marketing Compliance (MMC), an independent financial compliance auditor, and ISBA, the association representing brand owners advertising in the UK, have announced a strategic partnership aimed at fostering greater transparency across the marketing supply chain.

    ISBA is dedicated to supporting advertisers by increasing their knowledge and improving the management of their agency relationships. MMC will leverage its expertise to assist ISBA and its members in navigating critical issues and the complexities of contract management in today’s marketing landscape.

    The partnership will feature a programme of joint events and content accessible to ISBA members as part of their membership benefits. MMC will also assist members who need their expertise and thought leadership.

    Said Nick Louisson, Director of Agency Services, ISBA: “MMC and ISBA have shared priorities to drive greater transparency and accountability in our industry. MMC’s insights have assisted how ISBA supports members, and we look forward to a formal partnership to advance transparency and accountability in agency relationships.”

    Added Stephen Broderick, Senior Director (Global), Media Marketing Compliance: “MMC has a well-established relationship with ISBA, having previously advised them on financial transparency and contract templates across the marketing disciplines. This new partnership underscores the growing importance of transparency and the necessity of educating advertisers. We are excited to collaborate with ISBA and the members to help them safeguard their interests.”

    Now, what’s stopping something like this happening in India? Or is that an incorrect question to ask in public? Shhhh!

  • Ahead of Marvel Studios’ Deadpool & Wolverine theatrical release

    BookMyShow introduces a Fan-First campaign

    [updated]

    BookMyShow has launched a fan-first campaign celebrating the upcoming release of Marvel Studios’ Deadpool and Wolverine.

    Said Dolly Davda, Head – Marketing, BookMyShow: “There is an incredible fandom for Deadpool & Wolverine and we’ve partnered with the Studio to make this movie experience unforgettable for fans across the country. We’ve curated an out-of-the-box campaign to reward these early birds who book tickets in advance with personalised letters from Deadpool in his unique wisecracking style. Plus, a few lucky fans will score exclusive, official movie memorabilia! We are super thrilled to bring these memorable experiences to our amazing fans!”

  • Campaigns launched in Tamil, Kannada and Telugu languages

    BGMI strengthens focus in South India

    Krafton India is strengthening its focus on South India with campaigns in Malayalam, Tamil, Kannada, and Telugu languages, delivering tailor-made experiences that speak directly to the heart of every gamer.

    Notes a communique: “The new campaigns pay homage to the cinematic moments and pop culture icons that define this beautiful region, bringing smiles and nods of recognition to our gamers,” adding: “Prominent regional content creators are also contributing by producing BGMI-related reels in their unique styles, beautifully integrating the brand into their content. This multi-channel approach not only amplifies BGMI’s presence but also fosters a vibrant, engaged community both online and offline.”

  • To strengthen strategic growth through innovation

    EssenceMediacom promotes Averill Sequeria to Chief Strategy Officer

    EssenceMediacom, the GroupM media agency, has elevated Averill Sequeria to Chief Strategy Officer in India.

    Said Navin Khemka, CEO – EssenceMediacom South Asia: “Averill’s appointment as Chief Strategy Officer at EssenceMediacom India embarks on a new phase of creative strategies and growth, highlighting our commitment to excellence in media strategy. She is a proven leader and change agent with an impressive track record of strategic innovation. With her vast experience, we are confident she will drive significant progress and accelerate our ongoing success.”

    Sequeira will be based out of the Bengauru office and report into Navin Khemka.

  • Co-Founder and Former CEO Aditya Vuchi continues support of the Company

    MediaMint appoints Rajeev Butani as CEO

    MediaMint, a global AI-powered revenue and media operations services provider backed by Everstone Capital and Recognize, announced the appointment of Rajeev Butani as Chief Executive Officer. Butani replaces current CEO and co-founder Aditya Vuchi, who will continue to support MediaMint as a member of the company’s Board of Directors.

    “As we continue to accelerate innovation and revenue realization for businesses worldwide, we are excited to have Rajeev serve as CEO to guide us through the next phase of MediaMint’s expansion,” said Vuchi, who served as MediaMint’s CEO for the past 14 years. “Rajeev has served as Executive Chairman of the company and understands our business and culture and we look forward to his collaboration with MediaMint leadership, employees, and customers to build on our past successes.”

    “Rajeev is the right person to help drive adoption of MediaMint’s next generation services and going forward to help us identify acquisitions that will complement MediaMint’s vision of an AI-powered platform of services,” said Avnish Mehra, Vice Chairman, Private Equity at Everstone Capital, and David Wasserman, Co-Founder and Managing Partner at Recognize. “We are delighted to have Aditya’s full support in this transition and look forward to Rajeev’s stewardship as we expand MediaMint’s global business.”

  • Is found to be the Most Chosen In-Home FMCG Brand

    Parle tops Kantar’s annual Brand Footprint India report

    Kantar released the 12th edition of its annual Brand Footprint India report. The report ranks the Most Chosen (in-home and out-of-home) FMCG Brands based on Consumer Reach Points (CRPs). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.

    Key findings: In-Home segment:

    1. With a CRP score of 7980 million, Parle holds the top spot for a record 12th year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
    2. Consumer Reach Points (CRP’s) continue to grow, however is slightly lower than last year. Overall, CRP’s have increased almost 33% in the last five years.
    3. All sectors have seen a CRP growth slow down, except dairy:
    4. Brands chosen more often have greater probability of growing in CRP:
    5. Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30% in CRPs in 2023.
    6. Sunfeast leads the way in biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:
    7. Seven brands in the top 25 in-home rankings show more than 20% penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.

    Key findings: Out of Home segment:

    1. Britannia leads the way in the 2nd edition of OOH brand rankings with 628Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top 5 rankings are all snacking brands and remain the same as 2023.
    2. The five Most Chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza, & Bisleri.

    Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said: “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s. We also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”