MxMIndia

Category: ADVERTISING

  • Tool to help advertisers effectively reach out to over 2500 towns every month in India

    Posterscope unveils Ambit Analyser

    By A Correspondent

     

    In a bid to attract well-thought-through investments into the growing out-of-home category of ambient media, Ambient OOH has designed and launched a new path breaking research tool to drive away the advertisers’ woes. Ambient OOH, the ambient media agency under Dentsu Aegis Network’s Posterscope umbrella, has invested a substantial amount toward the crafting and development of this new research matrix.

     

    Ambient media is all about capturing captive audiences who spend considerable amount of their leisure time at various active locations such as gyms, coffee shops, multiplexes, clubs, salons and shopping malls. Therefore, in a bid to develop the new tool, Ambient OOH took the help of Dentsu Aegis Network’s proprietary research study – the Outdoor Consumer Survey (OCS) that aided in analysing the target audience touch-points.

     

    Ambit Analyser, the new tool, is India’s only fool proof ambient media planning mechanism that helps craft a rationalized multi touch-point plan across more than 24 dwell time locations that house captive audiences. Also, given Ambit Analyser’s system design, the plans can be fashioned within much lesser time and with more accuracy.

     

    As part of the development process of Ambit Analyser, Ambient OOH graded each property across the various touch points on multiple factors including footfalls, trade density, ticket pricing and thus, arrived at a visibility index. It is important to note here that the tool has been linked to the OCS, which has a sample size of 12,000 respondents. It has also incorporated the data for 24 touch-points across metros, mini metros and tier 2 cities.

     

    Ashish Bhasin, ‎Chairman & CEO South Asia Dentsu Aegis Network, Chairman Posterscope and psLive – Asia Pacific said, “Posterscope’s Ambient OOH has done pioneering work in developing Ambient Analyser. Ambient media is becoming extremely important and has very little research and tools available. So, in keeping with Dentsu Aegis Network’s leadership status in OOH, we felt that the time was right to make this large investment in a proprietary tool, the only one of its kind in India.”

     

    Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific. & Managing Director, Posterscope Group India said, “Ambient OOH is the future and, with the growth of digital and technology in this space, it will lead to accountable and engaging communication with the consumer in a relaxed mind frame. Ambit Analyser is one such initiative to give our clients a first of its kind, accountable and impactful campaign, leading to physical and digital engagement.”

     

    Deepak Kumar, Vice President, Ambient OOH, “Currently, ambient media in India is extremely fragmented and diverse in nature. And with no comparative data to fall back on, each media owner claims to be the best. Simultaneously, advertisers are constantly pressing on media effectiveness and efficient ROI. Hence, there was a need for transparency and accountability for advertisers to have trust on the ambient media touch-points.”

     

  • An eclectic mix of international speakers, top-notch professionals, academics & students did the audience proud, writes Jaisurya Das

    Jaisurya Das: Kappa, Meen Curry & the IAA Summit

    A glimpse from the streetfood festival hosted by Mathrubhumi group on Day 2 of the Summit

     

    By Jaisurya Das

     

    Shah Rukh Khan, Mammooty, Sachin Tendulkar, Sadguru Jaggi Vasudev and earthy crooner  Papon topped with pyrotechnics and Kappa – Meen Curry and you have glitz, glamour and intrigue like never before.

     

    Kerala – God’s Own Country – played host last week to over 700 Delegates from all over the country at the Silver Jubilee Summit of the International Advertising Association India Chapter. An eclectic mix of international speakers, top-notch professionals, academicians and students did the audience proud at every session.

     

    Srinivasan K Swamy, IAA India President, welcomed delegates while Faris Abouhamad, Global President and IAA chairman and Pradeep Guha, Summit Chairman & Area Director IAA Asia Pacific, gave their short and crisp Introductions to the Silver Jubilee Summit.

     

    Amitabh Kant; Secretary, Industrial Policy & Promotion , Government of India delivered a keynote address with almost a rehearsed élan. Kerala and tourism have always been synergistic, yet the transition from being known only for Kovalam (The ‘Done to Death’ beach near Thiruvanthapuram ) to a destination that has immense diversity, was a carefully planned strategy. “Brands are made by people,” said Kant.

     

    Now , we have to agree with that don’t we ?

     

    The sheer diverse plethora of eminent speakers (that includes the glam world) who spoke at the Summit rendered it Unique . Srinivasan Swamy and Pradeep Guha gushed about the immense response they got.

     

    While Cindy Gallop (Founder & Former Chair of BBH, USA and founder of MakeLoveNotPorn ) explained the need of a new world order, Paul McCarthy, author of Online Gravity, outlined how gravity giants attracted huge investments . Undoubtedly a reality that was seconded by Abhay Pandey, Managing Director, Sequoia Capital. Simon Kemp, Regional MD, ‘We Are Social’, Singapore, was emphatic about how social will disrupt all the fundamentals of the marketing mix. We would imagine it already has, Simon. We are still trying to find the method in the madness called social!

     

    That’s probably why Sanjiv Puri, President – FMCG, ITC Ltd, felt that building globally acceptable brands wasn’t easy. Understanding the equity of tradition is the essence, remarked Puri.
    A meaty day met its match when the Mathrubhumi group took over the evening and ferried the entire lot of delegates to the boat jetty at Marine Drive. Half-hour later, the boats approached what seemed like an enchanted island. It was Bolgatty, resplendent with exquisite lights and the resonance of the unmistakeable ‘Chhenda , the Traditional Drum.

     

    The overcast skies came alive with the startling pyrotechnics, much like the famed ‘ Trichur Pooram ‘ where neighbouring temples symbolically compete with each other using fireworks. This festival incidentally attracts visitors from across the globe.  More often than once it is the fireworks and the majestic elephants that has the audience spellbound, year after year.

     

    Malayalam film icon Mammooty stole everyone’s heart with his inimitable baritone intonation and sheer presence. Street food in Kerala has its own charm, and the Bolgatty Island came alive with food stalls , picklesellers and the like. All that was served was homecooked or made right there , making it even more authentic and rich in flavour and tradition. Shreyams Kumar of Mathrubhumi played a perfect host and ensured every one was taken care of well.

     

    The third and final day of the Summit was a mixed bag of glamour, intrigue and emotion what with Sachin Tendulkar, Sadguru Jaggi Vasudev, Arnab Goswami etc sharing their experiences and views on ‘What’s Coming Next’.

     

    Tendulkar was his calm, composed self, in conversation with Prasoon Joshi. He talked about how a good advertisement could help him in addition to the brand and how he respected his father’s wishes and refused all tobacco and liquor ads. “Let the country talk about the past innings, you think about the next,” he said. ” Take that extra step, don’t give up” was his positive advise to all. The master blaster and Prasoon Joshi handed over the stage to the ever-charismatic spiritual leader Sadguru Jaggi Vasudev.

     

    His deep voice and incisive views enthralled the audience. “Why create the ghost, fight with it most of your life, and then win over it,” remarked Vasudev.  “Success is Joy. ” he said while advising the audience to be positive in life.

     

    Rahul Welde, Vice President-Media , Unilever Asia, Africa, Middle East, Turkey and Russia, was lucid in his talk focussed on the power of custom content. “Don’t be in the advertising business. Be in the content business,” he said with passion. Custom content is the future where speed is the new currency.

     

    One also saw the likes of 21-year-old Ritesh Agarwal, Founder & CEO, OYO Rooms, in conversation with Sam Balsara, Chairman, Madison. Sameer Nair, the man who brought Koun Banega Crorepati and Amitabh Bachhan to the small screen, and currently Group CEO, Balaji Telefilms, talked about how word of mouth is now word of social!

     

    The Chief Minister of Kerala Oommen Chandy was all praise for the IAA for having brought the Summit to Kerala. This, Chandy said, was the largest advertising conference to be held in the State.

     

    The Summit ended with Arnab Goswami talking about how his breed of journalism is disruptive. “You have to be like a pin prick for the society to change.” remarked the Newshour man.

     

    Kerala will indeed a special place in many hearts, be it the Kappa and Meen Curry or the diverse energy that came together for this Summit.

     

  • McCann, BBDO India, DDB Mudra and Miami Ad School Mumbai have made it to the finalists' shortlist at the Clio Awards 2015

    ‘Watch for Nepal’ shortlisted at Clio Awards 2015

    By A Correspondent

     

    McCann, BBDO India, DDB Mudra and Miami Ad School Mumbai with a total of 10 shortlists in their respective categories have put India on the Clio Awards 2015 map.

     

    Along with the Indian advertising giants, a group of three students – Himanish Ashar, Rushad Patel and Sonica Baptist from Miami Ad School Mumbai have been shortlisted in the Student Innovative category with ‘Watch for Nepal’. Watch for Nepal is an action on YouTube. The idea is that when the button “Skip Ad” appears, also appears a button “Watch to donate”, which enables a user to contribute $0.01 to help Nepal every time an ad is watched.

     

    “It is an incredible achievement for Miami Ad School Mumbai and we are extremely proud of our students for raising the bar and setting standard for innovation and creativity. The nomination is a source of great pride and shows our commitment to creating the best possible intersection of education and real world experience for students. I wish them all the best,” said Sunitha Suresh, Dean, Miami Ad School Mumbai.

     

    Winners of the Clio Awards will be announced in the week of September 14th

     

  • Achieves Limca Book of Records for first crowd sourced National Anthem for the Indian Armed forces

    Tata Salt ‘Desh Ka Salaam, Sarhad Ke Naam’ campaign bags multiple accolades

    By A Correspondent

     

    Tata Salt, a pioneer in the Indian branded salt market, rang in the 69th Independence Day of the country by paying a heartfelt tribute to the Indian Army through a record-breaking campaign called ‘Desh Ka Salaam, Sarhad Ke Naam’.  Dedicated to the jawans at Siachen who unfalteringly perform their duties under harsh conditions, the campaign carries forth the brand’s philosophy and celebrates the Real Heroes who selflessly serve the Nation and its people.

     

    Tata Salt’s ‘Desh ka Salaam, Sarhad ke Naam’ initiative was a 360 degree integrated campaign which invited nationwide participation through radio, social media and out of home activities. The campaign paved a two-way communication highway by successfully using social media to capture the gratitude of the civilians for the jawans, as well as the emotions of the jawans at the border. The campaign created two Guinness World Records for the loudest crowd-sourced ‘Jai Hind’ at 122.2 decibel level, under the category ‘Loudest Indoor Shout’ as well as the ‘Longest line of postcards’ with a chain of 6400 hand written messages and postcards from the nation to the Indian Armed Forces. Further, the crowd sourced National Anthem sung by over 76310 people for the soldiers was also conferred by the Limca Book of Records for being the first such initiative of its kind.

     

    The campaign used social media to encourage consumers to post Salute Selfies, and engage with consumers on the selfless service of our jawans. Tata Salt partnered with 92.7 Big FM to collect messages from listeners through a week long radio campaign called the Big Paigaam which panned across 40 cities. The first ever live radio station was set up at Siachen border to enable live feeds of the Independence Day celebrations to be sent across to the nation. This also enabled the soldiers’ families to send their well wishes to the sons of the nation who, otherwise survive in an area with zero connectivity to the world.

     

    With over 5.3 lakh consumer participation through social media alone, the campaign received an incredible response with an outpour of messages for the soldiers. The ‘Desh ka Salaam Selfie’ contest received 825 selfie posts on Facebook, along with posts from celebrities like Sanjeev Kapoor. The campaign’s Facebook fan base grew to 11,290 in just 9 days of its commencement, garnering a total of 234,714 interactions through likes, comments and shares. The campaign gained 3,224,607 impressions on Facebook alone, and 326,000 impressions on Twitter. Through outdoor activities across high footfall areas, the campaign reached out to 76,310 people through cinema halls, and 1500 students through schools and colleges. A special AV created on the campaign went viral over social media, gaining 158,300 views within two days over Facebook and YouTube.

     

    To convey the nation’s heartfelt gratitude to the jawans, Tata Salt created a montage of all the messages received through selfies, handwritten messages, videos and social media posts, and played it for the soldiers at the Siachen border. Again, facilitating two-way communication, Tata Salt captured the soldiers’ ecstatic reactions and appreciation on seeing the video and posted it on the Facebook page, thus making it a remarkable celebration not only for the soldiers but also the consumers.

     

    Talking about the success of the campaign, Richa Arora, COO – Consumer Product Business, Tata Chemicals, said, “Tata Salt has evolved from being a packet of salt to being known as ‘Desh Ka Namak’. The ‘Desh Ka Salaam’ Independence Day campaign is dedicated to the soldiers who selflessly safeguard the nation. Through this campaign what we simply did was connect millions of people to the soldiers located at the highest peak – Siachen. The response was over whelming not just for us but also for the Real Heroes.”

     

    For over a decade now, Tata Salt has lived up to the image of being the ‘Desh ka Namak’ and has unflinching faith in the people of India who manifest the values of honesty, integrity and loyalty to the nation in their everyday behavior. Staying true to the values of the brand, it was yet another successful initiative for ‘Desh ka Namak’.

     

     

     

  • The OSM awards, in partnership with Creatigies Communciations, will be formally launched in New Delhi

    Outlook announces launch of Social Media Awards

    By A Correspondent

     

    To mark the 20th anniversary celebrations, Outlook magazine has announced the launch of India’s first social media awards. Outlook Social Media Awards or OSM Awards is the first initiative by a mainstream media organization to honour the stars and superstars of the social media world, and will be an annual event.

     

    Aimed at recognizing and rewarding the Outspoken, the Outstanding, and the Outliers of the social media universe, OSM awards will acknowledge stellar work by individuals, brands and corporations across categories.

     

    The OSM awards, in partnership with Creatigies Communciations, will be launched in New Delhi. The launch event will see the nominees and the jury being announced.

     

    “With OSM awards, we hope to bring the same level of integrity and credibility that ‘Outlook’ as a national media vehicle has built up and enjoyed over its first 20 years,” said Krishna Prasad, Editor-in-Chief, Outlook.

     

    “Creatigies has always prided itself on creating out-of-the box opportunities for brands and OSM awards is an exciting journey we are delighted to embark on with Outlook,” said Navroze D. Dhondy, Founder & Managing Director, Creatigies. “We are confident that OSM will become the definitive and most ‘awesome’ awards in the social media space.”

     

  • Finance brands are highest risers in the BrandZ India Top 50 with HDFC Bank being the most valuable brand for second year

    HDFC, other finance brands dominate WPP’s BrandZ

    By A Correspondent

     

    Finance brands are highest risers in the BrandZ India Top 50 with HDFC Bank being the most valuable brand for second year. The total value of India’s strongest brands has risen by a third (33%) over the last year, according to the second annual BrandZ Top 50 Most Valuable Indian Brands ranking announced on Wednesday by WPP and Millward Brown. This is the highest rate of growth achieved by any BrandZ ranking in the 10 years since valuations began, exceeding that of the Global Top 100 as well as the rankings forChina, Latin America and Indonesia.   India’s Top 50 brands are now worth $92.2bn (up from just under $70bn in 2014). The record-setting value increase has been driven by brands’ successful response to the rising sense of empowermentamong Indian consumers, and the government’s efforts to create a more conducive business environment.

     

    Brands in the financial sector (+49% growth) made the largest contribution to the overall increase in value, but significant lifts were also seen across most other sectors, indicating the broad strength of India’s economy and Indian brands. Home and personal care brands achieved a combined increase of 32%, followed by the auto aftermarket sector (28%), automobile brands(27%) and telecom providers (21%).

     

    Private companies, state-owned enterprises (SOEs) and brands owned by multinational corporations that are publicly traded in Indiaall experienced growth, illustrating how receptive the market is to brands of all kinds. 52% of the brands in the Top 50 are privately-owned, evidence of India’s entrepreneurial energy. 30%of the brands are owned by multinationals, which have successfullyadapted to the needs of Indian consumers, becoming so embedded in their lives that they are perceived as ‘local’.

     

    The BrandZ™ Top 50 Most Valuable Indian Brands 2015

    Rank 2015

    Brand

    Category

    Brand value 2015 ($m)

    Brand value change

    Rank 2014

    1

    		 HDFC Bank Banks

    12,577

    		 33% 1

    2

    		 Airtel Telecoms

    11,039

    		 34% 2

    3

    		 State Bank of India Banks

    9,374

    		 37% 3

    4

    		 ICICI Bank Banks

    5,122

    		 45% 4

    5

    		 Asian Paints Paints

    3,867

    		 38% 6

    6

    		 Bajaj Auto Automobiles

    3,345

    		 10% 5

    7

    		 Hero Automobiles

    2,907

    		 34% 7

    8

    		 Axis Bank Banks

    2,494

    		  New New

    9

    		 Kotak Mahindra Bank Banks

    2,394

    		 39% 9

    10

    		 Maruti Suzuki Automobiles

    2,318

    		 54% 11

    11

    		 Idea Telecoms

    1,981

    		 5% 8

    12

    		 Castrol Lubricants

    1,773

    		 40% 15

    13

    		 IndusInd Bank Banks

    1,542

    		 46% 19

    14

    		 McDowell’s Alcohol

    1,516

    		 9% 13

    15

    		 Nestlé Food/dairy

    1,498

    		 22% 16

    Key highlights of the 2015 BrandZ Top 50 Most Valuable Indian Brands study include:

    • Financial brands continue to dominate.With 13 brands in the Top 50, accounting for 41% of its value ($38.1bn), the financial sector has built brand strength by making a consistent effort to serve consumers better. Biggest risers: Union Bank of India (no.46, +72%), Punjab National Bank (no.22, +61%) and IndusInd Bank (no.13, +46%).
    • Home and personal care brands grew 32%, driven byincreased disposable income and spending on premium products, and investment by marketers across traditional and new media. These 12 brandshold 15% ($13.4bn) of the ranking’s total brand value. Fastest risers: Lakme (no.44, +69%), Lifebuoy (no.31, +49%) and Colgate (no.26, +44%).
    • Purpose is power. Indian consumers expect brands to actively participate in building a better society, and those that do have a higher brand value. Lifebuoy (no.31) has a social mission to change consumers’ hygiene behaviour, while Asian Paints (no.5) aspires to rejuvenate people’s living spaces and bring joy to their lives.
    • Indian consumers trust brands.In stark contrast with other markets, trust in brands is growing steadily. Consumers in Indiaappreciate brands, and 33% say they trust them. Among the most trusted are jeweller Tanishq (no.21), part of the respected Tata conglomerate, and Colgate, which is part of Indian folklore, and has been instrumental in organising dental check-up camps to raise dental hygiene awareness.
    • All four new entrants are of Indian origin – Axis Bank, Canara Bank, MRF (tyres) and Royal Enfield. Three are privately owned, and one is an SOE.
    • Disruption is on the horizon – from e-commerce and mobile brands that are building scale and connecting with consumers at a frenetic pace. These are not yet eligible to be ranked in theTop 50because they are not publicly traded.

    David Roth, CEO of WPP’s The Store commented: “The 2015 study shows that India is a market of great opportunities where consumers are feelingempowered, and this is increasingly reflected in their brand choices. The new Modi government is committed to creating an environment in which brands can flourish. India is distinct in many ways from other fast-growing markets, however, so simply applying strategies that have proved successful elsewhere will not work in India. Any brand intending to compete in India must gain deep insights into its nuances – such as the need to modernise while respecting the past, and the desire to remain fundamentally Indian.”

     

    Added Prasun Basu, Millward Brown’s Managing Director, South Asia:“India’s top brands are strong, and getting stronger – but there is no room for complacence. The top four had to grow their value by 37% on average to hold on to the same positions as last year, and close to 10% of the brands that made the Top 50 in 2014 have dropped out. To benefit from the continuing rise in consumer confidence and optimism brands need to understand the changing consumer, respond with innovative products and breakthrough communication, and experiment and invest in new media that reflect the spirit of the country today.”

     

    Said Ranjan Kapur, Country Manager, WPP India: “Building a successful brand in India also means helping to build India itself. Consumers are trustful of brands, but trust can crumbleovernight. Brands must work hard to sustain trust by connecting with thecountry’s communal sense of responsibility. Brands need to find ways to support the national agenda, and help to develop a more modern, prosperous and equitable society.”

     

    The BrandZ Top 50 Most Valuable Indian Brands 2015 report, charts and photography, can be downloaded from www.brandz.com.

  • Ajit has over 18 years of work experience in the fields of media, brand management and marketing

    Ajit Gurnani appointed Managing Partner at ZenithOptimedia

    By A Correspondent

     

    Ajit Gurnani

    ZenithOptimedia India has announced the appointment of Ajit Gurnani as Managing Partner and Branch Head, ZO West.

     

    Commenting on the appointment, Hari Krishnan, Managing Director, ZenithOptimedia India, says “We are delighted to announce this appointment. ZenithOptimedia is making rapid progress in Mumbai especially with its expanding new-age client list such as Faaso’s, Ziffy, TImesaverz and many others yet to be announced. We needed somebody with rich experience and robust background spanning both agency and client side experience. Ajit, with his experience across markets, clients and verticals was best suited for the role. It helps us to strengthen our offer to all our businesses and prospective clients.”

     

    Ajit has over 18 years of work experience in the fields of media, brand management and marketing. His media exposure has been with advertising agencies like HTA (now Mindshare / JWT), Rediffusion DY&R (TME), Mindshare and MEC on clients like Unilever, Colgate Palmolive, Aditya Birla Group (including Idea Cellular, Birla Sun Life, Ultratech etc), Mercedes Benz, Nivea, Zee TV & CarTrade. His client side exposure includes Marico Ltd as Media Manager, handling the company’s brands’ media strategy and investment as well as Head of Marketing (Beverages) for IFFCO in UAE where the role entailed demand generation, consumer and trade marketing and new product development acrosss the markets of UAE, GCC, Africa, Levant and other Middle East geographies and the ethnic Indian population in Canada and USA.

     

  • On Emvies Day, a look at how the case study presentations are essential for young & aspiring professionals

    How Emvies Case Studies Rule for Young Pros

     

    By Shephali Bhatt

     

    The Ad Club is celebrating ’15 Glorious Years of Emvies’ this year. Emvies doesn’t just award excellence in media planning, it celebrates the business of communication. It sees expats tweaking flight schedules to make sure they’re present to cheer their network. The energy, in all these years, has been infectious to say the least. But do the case study presentations, get the same love? Let’s find out: Just a day before the presentations, we saw this tweet on our timeline: https://twitter.com/S_kotnala/status/637942894318485504

     

    We agree time is a luxury not many media professionals have but INTRADIA consulting’s Kotnala, an ex-media man himself, makes a valid point. The case study presentations were spread over five days this year with at least 30 cases presented everyday. That’s great wealth of information for agencies (and their competition.) Or as Punitha Arumugam, agency director of media business at Google India and chief organiser of Emvies puts it, “Attending Emvies case study presentation is like going to a classroom.” Now, the choice between sitting in a classroom and attending a party is easy. But making a difficult choice might ensure a better reason to party next year, no?

     

    The participation has only improved over the years, says Arumugam, adding that most attendants are perhaps busy rehearsing for their presentations which is why you see lesser people in the room sometimes. But that’s a sign of how seriously they take their job at the dais. “We have to devise ways to get all of them back in the room though,” she admits.

     

    Come One, Come All

    Shekhar Banerjee, SVP and head – media at Madison Media Infinity and Pinnacle, observed a poor turnout on Day 1 but attributed it to inertia. “You always have a full house for prestige categories like Strategy and Integrated,” he points out. Perhaps the categories can be better arranged, he suggests, so that not all important ones fall on the same day. He also suggests that 24 Frames Digital – the live webcasting platform for the event – should employ two cameras instead of one, so the viewer sitting in his office can get a better sense of what’s happening. But as long as you can, try and attend the presentation event. More than anything, it allows for interactions with jury members and a sense of what’s being appreciated in real time.

     

    The Jury Has Spoken
    The teams’ presentation skills have been the jury’s pet peeve. It’s not so much about accent and intonation as it is about content and confidence. Says Aditya Save, CMO of Shaadi.com and one of the jurors, “The teams indulge in a kind of jingoism that doesn’t help. They should remember who they’re finally presenting to – the judges.”

     

    (We) Can Do Better
    Nikhil Mayne, senior director of branded content at GroupM was one of the presenters this time. He admitted a lot of presentations could be guilty of taking a page out of a dated soap opera script. And then there were those loaded with numbers corroborating the belief: If you can’t convince them, confuse them. “I think we tend to get lost in parameters like ‘reach’ and other numbers when mediums like digital go way beyond that. They are about being able to talk to the right user without causing spillage,” he admits.

     

    Even the analytics data category was marred by similar issues which led to it having a slightly soporific effect on some audience members. “For a data-driven industry, it’s ironic how poor our understanding of using data is,” he adds. Mayne points to an IBM case study they were hoping would win in the data category which fetched a shortlist in ‘social media’ instead. In the next four years, he hopes data will become the most sought after category.
    For all that, the Emvie presentations are unique: perhaps the only opportunity for young media folk to hone skills that will certainly be useful during pitches or even workaday presentations. They may create a next generation of media folk who are a lot more confident and articulate than their creative peers – considering the Effies have scrapped live presentations after trying them out for a year.

     

    Between the occasionally lame gags, jokes and inter-agency sniping, there’s often an undeniable youthful exuberance. The best presentations – which may or may not coincide with the most compelling cases – allow young media folk to actually practice one of the most abused words in the business – storytelling.

     

    Pick from the shorlisted case studies

    Colgate Palmolive: ‘Sugar Receipt’

    Agency: MEC

    Category: Best Media Innovation – Events/Experiential Marketing and Best Media Innovation – Direct Marketing

    To catch the attention of customers who actually bother to check their bill, Colgate seeded sugar receipts along with grocery bills at select malls. This was to highlight the danger of cavity owing to the extra sugar in their grocery items. Based on the sugar content, consumers were given adequate discounts on Colgate maximum cavity protection toothpaste. The presentation showed a Bengali couple fighting over extra sugar in their bill which was thoroughly entertaining. On day two, the couple was accompanied by a rat on stage but that didn’t deter their enthralling performance. As they say, the show must go on!

     

    Lenskart: Eye for an Eye

    Agency: DDB Mudra Group
    Category: Best Media Innovation – Events/Experiential

    Lenskart organised an eye donation camp specifically inviting transgenders, right after the Supreme Court awarded them equal status as the male and female community. The presentation centered around the thought – ‘Those who can’t see being helped by those who can’t be seen.’

     

    Ariel: Share the load

    Agency: Mediacom
    Category: Best Integrated Campaign – Consumer Products and Best Media Innovation – Branded Content

    Ariel’s claim to have removed the stain of inequality in one wash with ‘Share the load’ was well received by the audience. Bonus points for not dishing out the same presentation on different days given it was nominated in multiple categories. And it’s not just the presentation that shone through, the product sales went up by 60 per cent, they claim.

     

    Lenovo: By Gamers for Gamers

    Agency: Mindshare
    Category: Best Media Innovation – Digital – Video

    Lenovo got top gamers to influence the gaming ecosystem about Lenovo products that have a good processor, illuminated keyboard, high-res display, better sound – all necessary armoury for a dedicated gamer. Where most entries in the digital category spoke about reach, this one made a strong case of using the medium to talk to the right set of people to avoid spillage. The result? Lenovo experienced an 80 per cent increase in traffic on its online store.

     

    Zee News: The Misunderstood Scoreboard

    Agency: DDB Mudra Group
    Category: Best Media Innovation – Out of Home

    15th Feb: India against Pakistan, ICC World Cup. Zee News installed four billboards, one each in J&K, New Delhi, Lahore and Karachi. They looked like manual scoreboards. Only instead of showing the runs each team made, they ended up clocking the total number of lives lost in all the India-Pak battles since 1947. The message: When lives are lost, no one wins. The activity garnered half a million views.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • The third edition of the special focus on digital brought together leading influentials to showcase the future of digital and explore this year’s theme, 'What pumps your heart'

    Digital is focus on Day 1 of Kyoorius fest

    By A Correspondent

     

    The three-day Kyoorius Designyatra started in Goa with the first day dedicated to digital with the IAA Kyoorius Digiyatra.

     

    The third edition of the special focus on digital brought together leading influentials to showcase the future of digital and explore this year’s theme, ‘What pumps your heart’.

     

    Moderated by Laura Jordan Bambach (of the agency Mr President) and Kevin Finn (from TheSumOf), the day of talks explored the immense and untapped possibilities in the digital space, and many of the speakers touched on ways in which it can touch people’s lives and make them a little easier. Nick Law, Global Chief Creative Officer, R/GA, started the day, explaining R/GA’s model of combining narratives with systematic thinking, or data and story to create impactful campaigns. Daan Lucas and Mike Pelletier (both of Random Studio) caught the audience’s attention with beautiful imagery and installations created for brands that combine art, technology and design. Bambach followed with her philosophy on how to keep work interesting rather than following the norms. She touched on Mr President’s take on social media through the Bacardi campaign.

     

    Satya Raghavan (Head of Content Operations, YouTube India) had the delegates entertained post-lunch with his insights into what people are really watching online. Next up, in a special session titled “What can digital do?”, MukeshJha and Janardan Prasad, co-founders of Autowale, had the spotlight on an app that can provide a sustainable income to rickshaw drivers. Nishant Patni, founder of CultureAlley talked about his app, Hello English, which is teaching millions of Indians how to speak English by localising the experience for different languages and contexts. Lydia Winters from Mojang, makers of the incredibly successful game, Minecraft, talked about how the game is building communities online and effecting change in real life, through their collaboration with UN Habitat, Block by Block.

     

    The last speaker of the day, John McHale, who heads the Experience Design Practive at digital media major SapientNitro, took the audience through his journey from college football to band member to designer and the four pillars that keep him inspired.

     

    Rajesh Kejriwal, Founder CEO of Kyoorius,said that some 1650 delegates were in attendance on the three days of the event with 31 speakers. What gives Kejriwal satisfaction is the presence of over 400 delegates from amongst corporate and advertisers. “Delegates will hopefully leave today with many ideas and insights on how to make the most of digital, and one of the themes today was the need to humanise it and bring it into the physical world. I’m looking forward to the next two days ahead,” he said.

     

    The three-day Kyoorius Designyatra ends on Saturday, September 12, with the British art and advertising body D&AD-backed awards for design.

     

  • The account will be handled out of the agency's Delhi office

    Madison Media wins OYO Rooms mandate

    By A Correspondent

     

    Madison Media Plus, a part of Madison Media Group has just announced the win of OYO Rooms. The account was won in a multi-agency pitch. The account will be handled out of the agency’s Delhi office.

     

    OYO Rooms is India’s largest branded network of hotels founded by young entrepreneur, 21-year-old Ritesh Agarwal. OYO Rooms currently operates in more than 100 Indian cities including Delhi, Gurgaon, Mumbai, Bangalore, Hyderabad, Goa, Chennai, Kolkata and others. OYO is present in major metros, regional hubs, leisure destinations and pilgrimage towns. According to a research carried out by CB Insights for The New York Times, OYO Rooms is among the companies that may be the next start-up unicorns.The company is backed by investors like the Softbank Group, Lightspeed India, Sequoia Capital and Greenoaks Capital.

     

    Says Abhinav Sinha, Chief Operating Officer, OYO Rooms, on selecting Madison Media, “Madison is the biggest name in marketing communications and we are very proud to be associated with them. I am sure that under the able leadership of Mr. Sam Balsara, the Madison team will take OYO to new heights and we will soon be a household name. At OYO, we believe that everybody deserves an amazing experience when staying out of home, and, it is great that Madison will be taking OYO’s message to the people.”

     

    Sam Balsara

    Sam Balsara, Chairman & Managing Director, Madison World, “I am delighted that we have won this young but extremely promising business and are looking forward to help OYO Rooms become a household name in the country. It is really exciting to see such a young entrepreneur making a mark so early in life.”

     

  • Srinivasan K. Swamy, Chairman and Managing Director, R.K. Swamy BBDO Pvt. Ltd., was elected Vice-Chairman; and Shashidhar Sinha, CEO, Media Brands Pvt. Ltd. was re-appointed the Honorary Treasurer

    Benoy Roychowdhury elected ASCI chairman

    By A Correspondent

     

    Benoy Roychowdhury

    At the Board Meeting of The Advertising Standards Council of India (ASCI), Benoy Roychowdhury, Executive Director at HT Media Ltd. and Whole time Director of Hindustan Media Ventures Ltd., was unanimously elected Chairman of the Board of ASCI. As a member of the Board of Governors for four years, he has represented print media and provided active support to Self-Regulation.

     

    Srinivasan K. Swamy, Chairman and Managing Director, R.K. Swamy BBDO Pvt. Ltd., was elected Vice-Chairman; and Shashidhar Sinha, CEO, Media Brands Pvt. Ltd. was re-appointed the Honorary Treasurer.

     

    Other members of the Board of Governors are Abanti Sankanarayan (Vice President, CIABC), Al Rajwani (Managing Director & Chief Executive, Procter & Gamble Hygiene and Healthcare Ltd), Arunab Das Sharma (President, Bennett Coleman and Co Ltd), D. Shivakumar (Chairman & CEO, Pepsico India), I Venkat ( Director, Eanadu), Narendra Ambwani (Director, Agrotech Foods Ltd), Paritosh Joshi (Director, Provacateur), Prema Sagar (Vice Chair, Burson-Marsteller, Asia Pacific & Principal/Founder, Genesis Burson-Marsteller), Rajan Anandan (Managing Director, Google India Pvt Ltd), Sameer Singh (Executive Director Personal Care, Hindustan Unilever Ltd), SK Palekar (Management Educationist, S.P. Jain Institute), Subhash Kamath (Managing Partner, BBH Comms India Pvt Ltd) and Sunil Lulla (Chairman & Managing Director, Grey Group).

     

    Narendra Ambwani, the outgoing chairman of ASCI said “It has been quite an eventful year for ASCI. We had set four key priorities for the year i.e. Collaboration with the regulators, easier consumer access to ASCI services, inculcate self-discipline among creators of advertising and be seen as fair adjudicator by all stakeholders. Not only were we able to deliver on all four priorities; but we also received recognition for all the good work ASCI has been doing. The Department of Consumer Affair (DCA) engaged ASCI as their “Executive Arm” to curb misleading advertisements and has entrusted ASCI to process complaints received on DCA’s portal “Grievances Against Misleading Advertisements (gama.gov.in)”. Recent launch of our mobile app ASCIonline is a major milestone and an example of how technology is helping bridge the gap between ASCI and consumers. The app brought home The Maddies Mobile Bronze Award in the “Social / Not for Profit Mobile App” category.  Launch of E-Learning Program to educate the creators of advertisements and our Mega Event titled “Creativity for Goodness’ Sake” have been our other significant accomplishments.

     

    The incoming Chairman, Benoy Roychowdhury said, “There has been a remarkable transition in the last couple of years of how newer sectors like e-commerce and media such as digital advertising have changed the game. Over 90% of consumers send in their complaints to ASCI online or via e: mail versus letters or phone calls. ASCI has also evolved to match the pace by significantly improving the efficiency and speed in ASCI’s consumer redressal process. These continuous efforts are now being backed by regulatory agencies such as the Ministry of Information and Broadcasting as well as the DCA, and more and more Government organizations are approaching ASCI to seek help in adjudicating on various complaints related to advertisements. Responsibility for the success of self-regulation rests with every player – Advertisers should advertise with a conscience, media which carry the ads should be more responsible and regulators should back self-regulation by lending their support.”

     

    During the year 2014-15, the CCC met 47 times and deliberated on complaints against a total of 1877 advertisements. Of these, complaints against 1389 ads were upheld, while 486 were not upheld and 2 were outside ASCI’s purview.   ASCI has been able to achieve close to 90% compliance, which is certainly a healthy figure for a Self-Regulatory Organization.

     

  • We saw a rare public display of emotions from GroupM South Asia CEO CVL Srinivas in the Mindshare victory celebrations on Emvies 2015 night

    We are all winners: CVL Srinivas

    Your position would be like that of Serena and Venus Williams’ father – to have one daughter win and the other lose, isn’t it?

    For me, I think, we are all winners. All [the agencies have] done extremely well and at the end of the day, one agency has to come out as a winner, and it happened to be Mindshare. Maxus, I thought, put up a tough fight and ended up in the Top Three. What’s heartening to know is that we did well across agencies and across clients. Overall, it’s been a fabulous night and we’re going to party hard.

     

    What do you think led to Mindshare gaining the No 1 spot?

    Mindshare had a fabulous body of work, not just across clients, but also across all the different categories. They’ve really managed to institutionalise excellence across the entire agency. Mindshare is India’s No 1 standalone agency. But when you become No 1 and keep winning, it’s also challenging to keep the team motivated and continue to do well, year after year. That’s something that’s there in the DNA of Mindshare. They have a new leader in Prashant Kumar who took over the reins at Mindshare a few months ago, and I think that has brought in a lot more energy and passion. They’re growing from strength to strength.

     

    Madison gave a pretty good fight at the end?

    The Emvies night is really the big night for all of us in the media industry and it’s the most looked-forward-to event in the year for all the boys and girls who toil very hard in the office every day. There’s been a lot of build up and anticipation in the last few weeks. Of course, Mindshare had a lot of shortlists, so they were expecting to do well. But as we’ve seen in the past, it’s not necessary that the agency with a lot of shortlists will win the Agency of the Year title. But I think they managed to pull through in the end by quite a healthy margin. Madison also did pretty well. In fact, there was great work, not just from Madison, but some of the other agencies as well. So we need to ensure that we don’t get complacent. We have to come back next year and try to do even better.

     

    What were the trends that you could see from the results of this year?

    Winning an award has become important not just for agencies, but also clients. Today, we find a lot of our clients telling us to work hard and to actually get them fame as well. All the hype that goes into awards in our industry, is actually helping the fraternity raise the bar in terms of quality of work. And today, we’re getting a lot more support from our clients and partners. A good thing that was done this year was that there was a recognition for media partners too at the Emvies. So it’s good if all stakeholders are celebrated equally because all of us come together to create great work.

     

    What would be your message to the team at Maxus?

    Maxus has won many titles in the past and continues to do well in many other awards. I’m sure they’ll be a tad disappointed for having come close and still not winning the Agency of the Year title. But knowing Maxus, I’m sure they’re going to go back and put shoulder to the wheel and try and come out Number One next year.