MxMIndia

Author: Our Staff

  • To develop and execute social media strategy for Udaan

    SW Network bags mandate of Udaan

    SW Network advertising agency has been chosen to lead the creative mandate for Udaan, the eB2B platform working to solve the core trade problems faced by small and medium businesses by leveraging technology and bringing the benefits of eCommerce to them.

    Said Pranav Agarwal, Co-founder, SW Network, said, “Digital engagement is critical in today’s business landscape, and our partnership with udaan is a testament to that. We are committed to crafting social media campaigns that not only enhance udaan’s brand visibility but also resonate deeply with its large community of users. Through our innovative storytelling and compelling visual content, we are aiming to not just drive engagement but also foster a lasting connection with every stakeholder in udaan’s ecosystem. Our goal will be to solidify udaan’s position as the top eB2B platform in India.”

  • Debuts Aaj Tak HD and The Lallantop for Consumers

    Samsung TV Plus expands its channel offerings

    Samsung TV Plus, the brand’s free ad-supported streaming TV (FAST) service in India, has announced the launch of Aaj Tak HD and The Lallantop on its portfolio.

    Said Kunal Mehta, Head of Partnerships, Samsung TV Plus India: “Our endeavour is to bring unparalleled access and exceptional value to our audiences and advertisers on the Samsung TV plus platform. The addition of Aaj Tak HD and The Lallantop channels will provide increased access to the latest news from the world of business, politics, entertainment and more. This partnership with TV Today Network is a testament to that commitment,”

    Added Salil Kumar, CEO – Digital Business, TVTN: “We are thrilled to announce the launch of our two new FAST channels on Samsung TV Plus India. This partnership represents a significant milestone for us, as it allows us to bring our diverse and engaging content to a broader audience through one of the most popular and innovative smart TV platforms. With numerous options available for connected TV viewers, this collaboration enables us to broaden our audience and engage with those embracing new technologies, ensuring our content remains accessible across diverse viewing ecosystems.”

  • As official ticketing partner for key IPs

    Nodwin Gaming partners with Insider.in

    Nodwin Gaming has entered into a multi-year strategic partnership with Insider.in, the ticketing and events platforms.

    Sharing his thoughts on the partnership, Akshat Rathee, Co-founder and MD, Nodwin Gaming said: “We are delighted to team up with Insider.in as our official ticketing partner across 3 of our iconic IPs. Our past collaborations have always been exceptional and this partnership is a natural progression in our shared vision for excellence. NODWIN Gaming is committed to becoming the premier destination for youth entertainment with our exclusive IPs, and this partnership is a significant step toward that goal. Insider.in’s expertise and commitment to delivering exceptional experiences aligns perfectly with our mission to enhance audience experiences for Comic Con India, NH7 Weekender and DreamHack India. Together, we look forward to creating iconic memories  and delightful experiences for everyone.”

    Speaking about this strategic collaboration, Varun Khare from Insider.in added: “We are thrilled to announce this multi-year ticketing partnership with Nodwin Gaming for their iconic IPs like NH7 Weekender, Dreamhack and the globally renowned Comic Con editions. Our longstanding partnership has been a testament to our shared commitment to excellence in live entertainment that focuses on providing unmatched entertainment to fans across the country. With tremendous fan support for all of these IPs, we are excited to elevate consumer experiences and set new benchmarks in the industry.”

  • Amid Channel and Platform Expansion

    India TV restructures sales team

    India TV has restructured its sales team to align with its expanding presence across television, Connected TV, and streaming platforms.

    Under the leadership of Sudipto Chowdhuri, Chief Revenue Officer, India TV’s sales team has been restructured into three pivotal divisions. As National Head, Mini Harrison will head India TV Television, bringing with her 29 years of experience from News24 and Zee Media Corp Ltd. Her regional team includes Manan Sheel Bhasin (North), with 20 years in television monetisation; Supreeth S Gondkar (South); Shyamotpal Chanda (East); and Arghya Roy Chowdhury (West), an ad sales expert with two decades of media industry experience, previously at Zee Media.

    Avdhesh Kumar, The National Head, will lead Connected TV and streaming platforms, drawing on over 15 years of expertise with roles at Inshorts, Star Jalsha, Channel V and The Walt Disney Company. Under Avdhesh Kumar’s leadership, the regional heads are Pratibha Mishra (North and East), with 14 years in revenue growth and strategic partnerships, and Shriram Devati (South and West), known for his success in go-to-market strategies from Sun Tamil Cluster Channels and Zee Talkies.

    Sourav Dev, the National Head overseeing Speed News, brings substantial sales and marketing experience from Times Network and TV Today Network. His team includes Subhadip Bandopadhyay (North and East), with 15 years in market development, and Sreyashi Banerjee (South and West), with 22 years of experience, recognised for significant revenue contributions and tentpole sales.

    Notes a communique: ‘The aim of this restructuring is to enhance India TV’s presence across channels and platforms, enabling the company to respond swiftly to market dynamics and deliver increased value to advertisers. With a leadership team boasting extensive industry experience and regional expertise, India TV is well-positioned to drive its sales strategy into this new phase of growth.”

  • To support aspiring creators

    Instagram launches Creator Lab in India

    Instagram has launched a Creator Lab in India. This initiative aims to provide support to young people across India who are interested in content creation.

    As many as 14 content creators feature in the content on Creator Lab, who represent diverse geographies, genres and growth journeys. Some of them are Aabir Vyas, Govind Kaushal, Meethika Dwivedi, Raghav Sachhar, and The Vixens Crew. The creators will share takeaways around three themes that are essential to achieving sustained success:

    The content is available in English and Hindi, depending on the comfort of the creators who’re part of the videos. Going forward, more content will be added to the Lab, and the content will also be captioned in 6 Indian languages – Tamil, Telugu, Malayalam, Kannada, Bengali, Hindi. Here’s the link to the Lab.

    Said Paras Sharma, Director, Global Partnerships, Meta, India: “We are dedicated to empowering creators to express themselves freely and succeed in their own unique way. We recognize that success means different things to different people, and we are constantly seeking ways to add value through product features, programs, collaborations, and economic opportunities. To support aspiring creators, we are now launching Creator Lab, a resource that provides content by creators, for creators. Our goal is to help creators across the country take advantage of this opportunity and achieve their goals.”

  • Helps people reuse their cooking oil

    D-tech partners with Almond Branding to launch ‘Purifry’

    D-tech has partnered with Almond Branding to launch ‘Purifry’, a new product that promises to help people reuse their cooking oil (used for frying) without the fear of contamination.

    Said Dr Deepa Bhajekar who has developed this product:: “’Purifry Power packs’ is a unique and new concept for the Indian market. Identifying a brand name, message and packaging design that immediately conveys what the product does goes a long way in easy education and understanding by the Indian consumer. This was also the first time we were entering the D2C space hence the criticality of getting the branding right! Almond Branding proved to be the best partners to get our product out on the shelves. Since the launch, Purifry has been able to get more than 10,000+ customers on its own website, Amazon and Flipkart in just four months.”

    Added Shashwat Das, Founder, Almond Branding: “At Almond Branding, our mission is to bring innovative products like PURIFRY to life through strategic and impactful startup branding. By clearly communicating the product’s benefits and ensuring an engaging visual identity, we are confident that PURIFRY will make a significant difference in the way households manage cooking oil reuse.”

  • To deliver unified view of Marketing Campaigns and Drive Faster Execution

    Adobe announces Workfront Planning

    Adobe has announces Workfront Planning to deliver a unified view of marketing campaigns and attempting to drive faster execution.

    Said Amit Ahuja, Senior Vice President, Digital Experience Business at Adobe: “The daily work of the modern marketer has become increasingly complex, as different teams charge forward on individual campaigns without much visibility into the efforts of their colleagues. The net result is fragmented marketing operations where too much time is spent trying to align programs and stakeholders, a problem Workfront Planning solves by providing a centralized solution to plan campaigns, deliver marketing briefs and orchestrate work across teams.”

  • Conceptualised by Lowe Lintas

    Tanishq unveils new campaign to celebrate equality in marriage

    Rivaah by Tanishq has launched a campaign that celebrates the modern bride who charts her own narrative.

    Conceptualised by Lowe Lintas, the campaign highlights the bride’s progressive mindset and beliefs, and how they hold true for her wedding as well. Notes a communique: “Marking a new milestone, Tanishq is launching its first-ever 3-minute-long multilingual film on Television, representing India’s diversity and adding to the brand’s legacy of compelling and expansive storytelling. This multi-starrer film features actors from various regions, further emphasising Tanishq’s deep connection and resonance with diverse audiences from across states in India.”

  • TVC campaign conceptualised by Lightbox agency

    Godrej launches Cinthol Foam Bodywash with TVC

    Godrej Consumer Products Ltd (GCPL) has introduced foam-based bodywash format under its Cinthol brand. Named as Cinthol Foam Bodywash, the launch is supported by a TVC campaign conceptualised by Lightbox, the in-house creative studio of Godrej Consumer Products Ltd.

    Speaking about the launch, Neeraj Senguttuvan, Head – Marketing (Personal Care), Godrej Consumer Products Ltd (GCPL), said: “The Indian bodywash market is growing as consumers seek to enhance their daily routines with a more sensory and luxurious shower experience. Our latest innovation, Cinthol Foam Bodywash, was developed to meet this demand, making luxurious bathing an everyday indulgence. This innovative formula dispenses instant foam, creating a rich lather that effectively cleanses and leaves the skin feeling exceptionally clean and pampered.

    Added Gaurav Kumar, Lead Creative Strategist – Lightbox, Godrej Consumer Products Ltd (GCPL: “The TVC showcases a fun video of a girl and monkeys enjoying the foam body wash together, highlighting how easily it rinses off. It emphasizes the ‘soap in a bottle’ format, which makes it convenient to use anywhere without the need for a loofah. This campaign reflects our commitment to engaging storytelling that connects with our audience in a fun and relatable way.”

  • 48% of Online Shoppers are Women: IPG Mediahbrands-Google Study

    48% of Online Shoppers are Women: IPG Mediahbrands-Google Study

    IPG Mediabrands, in collaboration with Google, has presented a study titled ‘The Indian Online Shopper 3.0,  a study of consumer behaviour in the digital shopping landscape. This  report surveyed over 7,000 consumers across India, delving into 18 key categories to unveil crucial insights for understanding the evolving online shopping trends.

     

    Top 5 takeaways:

    The report equips businesses and marketers with invaluable knowledge about consumer behavior, enabling them to tailor strategies that resonate with the dynamic preferences and expectations of the Indian online shopper. Key takeaways include:

      • The Indian Online Shopper is open to hedonistic shopping; however, is still mostly conservative across categories.
      • Shopping missions (motivating factors) vary not only across categories, but also across shopper profiles.
      • 15 years after the advent of e-commerce, Indians still need handholding from online retail platforms.
      • Social commerce is not ready to be a sales channel. However, it’s becoming the most important point of discovery and influence.
      • Marketplace giants are bleeding users to category-specific marketplaces and D2C brand websites.

     

    Indian Online Shopper Profile:

    Dissecting the Indian online shopper profile, the report examines demographics, consumer classification, household income segmentation, and state-wise behavior analysis. Key findings include:

    • Online shoppers skew younger: 75% of shoppers are aged 18-44.
    • Shopping for household, not just self: Most are married (69%), living with children, and nearly half (49%) live with parents.
    • Significant portion are affluent: 62% of online shoppers have medium to high household income.
    • Concentration in select states: Five states account for over half of online shoppers: Maharashtra (16%), Delhi (12%), Karnataka (9%), West Bengal (9%), and Tamil Nadu (8%).

     

    Shopped Categories:

    Focusing on 18 categories, the report explores shopping missions, analyzes purchase frequency, and unveils the influences driving online shopping decisions. Key insights include:

    • Rise in emergency purchases: Quick commerce has accelerated purchases in categories like food, groceries, and baby products.
    • High dependence on recommendations & reviews: Shoppers seek expert opinions before buying expensive items like electronics and furniture.
    • Fashion and Beauty ecommerce on the rise: These categories show both impulse and routine buying behavior, driven by ease of online shopping.

     

    Shopping Sources:

    The study identifies pain points in online shopping, investigates reasons prompting consumers to switch platforms, and outlines the latest trends. Findings include:

    Resurgence of D2C marketplaces: As many brands want more control over the branded space and user shopping experience, D2C marketplaces are witnessing a comeback. Users like buying from D2C potentially due to the perceived quality and authenticity of buying straight from the source.

    Fashion and Beauty lead in social adoption: Influenced by popular trends, creators and celebrities, Fashion and Beauty are fastest growing categories when it comes to social commerce.

     

    Platform Features:

    Recommended products, live chat, and online catalogues are the most used platform features, with younger shoppers being more accustomed to using experiential, assistive features. Key takeaways include:

    • Shopping experience/assistance features are expected by users: 92% users claim to have used some type of platform feature when they shop online.
    • Product recommendations: Form a vital point of discovery and strong influence in the decision-making process, >2/3 shoppers claimed to switch brands due recommendations on the platform.
    • Loyalty programs: Monetary value and exclusivity are appreciated, but data privacy and low reward value are concerns.

     

    Influence Points:

    • Top influences: Brand websites, recommendations from friends/family, TV ads, social media, and marketplace reviews.
    • Emerging influences: Live streaming on online platforms, AI reviews, social commerce shops, tech-enabled services, and social curation platforms.

     

    Shopping Experience Pain Points:

    • Top issues: price (21%), shipping charges (20%), delivery time (20%), product returns (19%), and product availability (18%).

     

    Said Shashank Rathore, VP, E-Commerce, Interactive Avenues (the digital arm of IPG Mediabrands India): “The e-commerce industry in India is growing rapidly, poised to reach $300 billion by 2030. Quick commerce is now thriving, with over 50 million monthly active users. Amidst these changes, marketers face challenges in understanding audience behaviour across multiple shopping platforms. To simplify these complexities and provide valuable insights, we conducted a detailed study of over 7,000 online shoppers. Our report explores strategic consumer nuances, growth drivers, and online buying behaviour across key demographics, industry categories, and shopping platforms. I am confident that the Indian Online Shopper 3.0 will serve as a valuable resource for businesses and industry professionals navigating this dynamic market.”

  • Conceptualised and created by Plan B Advertising

    Ujjivan SFB unveils new brand campaign

    Ujjivan Small Finance Bank launched its new brand campaign ‘Banking Jaise Meri Marzi, Ujjivan makes it easy-easy (Bank the way you want, Ujjivan makes it easy-easy)’.  The campaign has been conceptualised and created by Plan B Advertising.

    Said Carol Furtado, Executive Director, Ujjivan: “As a responsible mass market bank, we are committed to creating a financial and digitally inclusive future for our customers. Our new campaign is an assurance to make banking easy, accessible – anytime, anywhere across phygital channels, in a secure and safe way. Our digital banking product suite aims to establish us as an easy and convenient Banking Partner.”

     

    Added Sunil Penugonda, CEO, Plan B Advertising, Bengaluru: “There are banks and there are banks. Only rarely do you encounter a bank like Ujjivan. A bank that is deeply committed to keeping the customer at the centre. It is the first time we have seen a bank where customer service is a part of culture rather than a feature. Easy and Convenient is exactly what the film is attempting to capture. We believe that this proposition of easy banking will settle into people’s minds, thanks to the jingle, which is simple, direct, and memorable.”

  • To enhance the Company’s technological capabilities

    Zee appoints Shiva Chinnasamy as Chief Technology & Product Officer

    Zee Entertainment Enterprises Ltd has appointd Shiva Chinnasamy as Chief Technology & Product Officer. In this new role, Chinnasamy will be based at the company’s Technology & Innovation Centre (TIC) in Bengaluru, and will report into Amit Goenka, President – Digital Business, International Linear Business, Enterprise Technology and Broadcast Operations & Engineering.

    Speaking on the appointment, Goenka said: “As the company moves forward in line with its strategic objectives to drive robust growth, certain action-oriented steps are being implemented to enhance the capabilities of the businesses. Technology plays a crucial role in enhancing the overall customer journey across all our platforms, and our Technology and Innovation Centre is steadily working towards gaining a deeper understanding of our vast audience base in order to deliver successful business outcomes.”