MxMIndia

Category: ADVERTISING

  • The business will be handled out of the agencyÂ’s Bengaluru branch

    Soho Square wins Medlife mandate

    By A Correspondent

     

    Soho Square Bangalore has won the creative mandate for MedLife. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife in a journey to simplify healthcare by making the entire experience a seamless process. The business will be handled out of the agencyÂ’s Bengaluru branch.

     

    Said Tushar Kumar, CEO, MedLife: “We’ve always wanted our customer-facing communication to be easier, more joyous and for it to put a smile on faces. We wanted to drive home a short and simple communication to our potential customers that MedLife stands for the best ethics, best pharmacy practices, best service and most honest prices. Being a customer-centric company, this definitely had to be part of our first mass marketing campaign!”

     

    Added Sumanto Chattopadhyay, Chairman & Chief Creative Officer, Soho Square India said: “It is exciting for us to work with one of the pioneer online pharmacies in India. We hope to play a role in helping them grow and prosper. While this is still a nascent category, it is one with tremendous potential; helping Medlife unlock this potential will be a very interesting journey for Soho Square.

     

     

  • Chopra succeeds Viacom18 Group CEO Sudhanshu Vats, who completed a one-year tenure as Chairman

    Nakul Chopra is new BARC Chairman

     

     

    Nakul Chopra, currently President AAAI and Senior Advisor, Publicis Communications has been elected as the next Chairman of BARC India. Chopra succeeds Viacom18 Group CEO Sudhanshu Vats, who successfully completed his one-year tenure as Chairman.

     

    Chopra will be the third Chairman of BARC India. He joined the BARC India Board in September 2016 and since then has been an integral part of the various decisions taken by the Board.

     

    Said Chopra on being elected as BARC India Chairman: “BARC India has been very busy in the past one year, as it further consolidated its TV measurement business. 2017 has also been the year when groundwork was done for key future projects, and in the year ahead I am looking forward to oversee their implementation. Top on that list is the rollout of EKAM – our digital measurement products. Expansion of TV sample using Return Path Data will be the other big piece to watch out for. We are all thankful to Sudhanshu for his leadership over the past year and I very much look forward to working closely with Partho and his excellent team over the coming year ”

     

    Under the chairmanship of Vats, BARC India expanded its sample panel homes from 20,000 to 30,000. Under his tenure, BARC India also announced its partnership with multi system operator DEN Networks for Return Path Data and announced the digital measurement partner.

     

    Added Vats: “My stint at the helm of BARC has been extremely rewarding. When I look back at what the team has achieved in a matter of just one year, I feel a sense of pride. It’s been a pleasure to work with Partho and the team. BARC is a bold, paradigm-changing initiative that has already started to redefine our industry. Since inception, BARC has tackled several challenges while several remain. Going forward, I would urge all stakeholders to continue to take cognizance of the pace of change in our sector and the urgent need for us to adapt. A few years out, the next generation of industry leaders needs to look back and admire our shared legacy. This means creating a future-ready, sustainable organization with each of us making some concessions for the greater good. At a personal level, I have gained tremendously in terms of a deeper understanding of how data and analytics can transform our operations. There is never a dull day at BARC India. I wish Nakul the very best as he takes on the reins of a hard-working, industry-critical operation in a fast-changing operating landscape. I am sure that BARC India will touch new heights under his leadership.” Vats has been on the Board of BARC India since its inception and will continue in his capacity as a Board member.

     

    Welcoming the new Chairman, BARC India CEO Partho Dasgupta said: “I am thankful to Sudhanshu for his guidance and support to the team. Our aim has always been to successfully meet the growing and emerging needs of industry. Our focus now is to establish ourselves as an insights company. Nakul in his new role as BARC India Chairman will be a great driving force in launching our digital measurement products, expanding sample homes via RPD, and launching a suite of new products.”

     

     

  • The brand will also execute effective OOH & media placements, strong social media and conduct a series of instore activities

    Nilgiris goes red to celebrate Christmas

     

     

    Well-known retail brand Nilgirisis celebrating the festive season in its latest campaign, ‘Christmas isn’t Christmas without Nilgiris’.

     

    Sharing his insights Venkateshwar Kumar, CEO, Nilgiris said: “As a brand, we have successfully served our customers for more than 100 years and have been part of their families & their generations. With this campaign, we would like to partake in the festive celebrations of our customers and help them make all their important occasions extremely memorable.”

     

    Speaking about the campaign, Rahul Kansal, Head – Business Strategy and Marketing, Future Consumer Limited added: “We are proud of our legacy and the strong bond that we share with our customers. Over the years, Nilgiris has been part of the Christmas celebrations through its popular and freshly baked cakes and sweets. Adding more sparkle to this season of joy, our brand logo will slowly be seen changing into Christmas colors as we near the festive day. Our campaign is simple and comes straight from our heart with the objective of strengthening the emotional bond with our customers.”

     

     

  • In his new role, Mac will lead the integrated approach to consumer engagement and strengthen brand propositions across all consumer touchpoints including traditional, social and experiential

    Mindshare appoints M K Machaiah as Chief Innovation Officer – S Asia

    By A Correspondent

     

    Mindshare has announced the appointment of M K Machaiah, better known as Mac, as Chief Innovation Officer – South Asia.

     

    In this role, Mac will lead the integrated approach to consumer engagement and strengthen brand propositions across all consumer touchpoints including traditional, social and experiential. He will be responsible for setting up Innovations Lab through systemic integrations of Content+, Social and Activations and building sports practice. He will build future ready capabilities and revenue models by assessing scope of each practice, set the innovation vision and drive the team to work on client specific propositions.

     

    Said Prasanth Kumar, CEO Mindshare South Asia, on the appointment: “Mac has been a part of the Mindshare family and comes with credible and rich experience in the industry. We have always taken not just the lead but also the leap in defining industry’s best practices and becoming the trusted marketing partners for our clients. To take this leap, we have appointed Mac Machaiah as Chief Innovation Officer – South Asia who brings experience across industries and markets, which makes him the perfect fit to assist in the growth of the agency. We warmly welcome Mac on his new role and look forward to reaching greater heights.”

     

    Commenting on his new role Mac said: “Mindshare is one of the largest media agencies and I am extremely delighted to embark on a new journey with them. It’s an honour to be a part of an organization with great stature in the industry.  I am excited to be working with some of the top creative and strategic minds in the industry at Mindshare. I look forward to utilise my knowledge and experience to fortify our position in the market and assert the trust of our partners and consumers”

     

     

  • The relationship will be managed by Dentsu Webchutney's Mumbai office

    Dentsu Webchutney bags creative mandate for Goomo

     

     

    Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has been assigned as the lead creative agency for Goomo.com, an omni-channel, travel-tech company that operates across consumer, corporate and B2B segments. The relationship will be managed by Dentsu Webchutney’s Mumbai office.

     

    While Denstu Webchutney’s mandate as the lead agency will include both online and offline campaigns, it will also involve building the brand’s positioning and awareness. The agency will work closely with Goomo’s branding and marketing team to launch the brand in India.

     

    Commenting on the association, Gaurav Khurana, CMO, Goomo says, “Goomo is a young and an aggressive challenger brand in this hyper competitive market. For us it was imperative to find a partner who not only understood us as a brand, but also shared the same vigour as us.”

     

    Nishi Kant

    Added Nishi Kant, EVP & Branch Head, Dentsu Webchutney: “It’s an absolute privilege to have won the creative & branding mandate for Goomo. What excites us the most is that we have the opportunity to co-create the identity and positioning of the brand that resides in a particularly challenging category. It’s going to be a thrill-a-minute but we wouldn’t have it any other way. Both sides share a great rapport and we’re looking to partner together every step of the way as we prepare to change and challenge the norms of the category.”

     

     

  • GroupM ESP Properties'  Entertainment Marketing Report in India throws up some interesting findings

    Showbiz rules, and how!

     

    By A Correspondent

     

    ESP Properties, the sports and entertainment programming specialist arm of GroupM, has released the first edition of the entertainment marketing report Showbiz, The Indian Superpower. Segmented into three parts – film marketing, the celebrity aspect and content licensing – the first edition of the Showbiz report includes viewpoints of those who work to maximize brand value through film promotions.

     

    The film entertainment industry is growing at 10% year-on-year in terms of the number of films released. This opens numerous marketing opportunities for brands through alliances and content licensing. In India, marketing budgets for films have grown from 5-6% of production budget, to 10-15%, which is closer to the global average. 20% of films released include brand associations, where brands also share a part of the marketing budget. There is close to 56 hours of entertainment promotion films playing cumulatively through the day across channels. Today producers are working closely with agency partners that help them achieve their marketing objectives efficiently, and drive footfalls into the theatres.

     

    Vinit Karnik

    Said Vinit Karnik, Business Head, ESP Properties: “The film entertainment industry is an integral part of India’s marketing landscape and drives revenue for film production and exhibition. Traditional film studios and production houses now increasingly rely on advertising and digital media interaction, coupled with research, data analytics and innovation to market movies. At ESP Properties, we bring our client brands and movie marketing together to engage an audience that is spoilt for choice with 1000 movies released every year. Targeted marketing to the consumer has therefore become critical, and this report will give brands and film producers some insights into movie marketing in a media landscape that is so disruptive.”

     

    India, as a nation, attracts a large film audience, given the popularity of the medium. As the film market grows, the audience too has moved from linear, one dimensional advertising to a multi- channel and interactive dialogue with the film and brand communities. To create deeper engagement with the audience, brands and producers are exploring content licensing as an avenue to bring film characters and storylines into true life experiences. In India content licensing is growing at 7.4% year on year, which a higher than developed markets like the USA, UK and Canada (source: The top 150 Global Licensors report, License Global 2017)

     

    Another data point that the ESP entertainment report brings out is on Celebrity endorsers. In the last 10 years, 25% of brand advertising on television feature a famous face. While we have seen peaks in ad creatives with celebrities during the summer and festive seasons, this trend is fast moving with the influx of digital avenues. And we see celebrities playing the role of active influencer to the brands rather than just endorsing them.

     

    As cinema remainsthe No.1 choice of entertainment in the country, the ESP Properties the entertainment marketing report is brief glimpse of the trends, ideas and insights into what will drive the industry.

     

    Executive Summary of the report

    Brand Alliances:

    • Total co-marketing media spends for Hindi films have reached approximately INR 100 crore around a year, with more co-branding than in-film
    • Keeping aside lack of digital boundaries and the reality of a global village, a regional film artiste still has the ability to converse directly with a specific demographic in a local language.

    That is why 25% of Hollywood films, 15% of south India films, 16% of Marathi films have brand associations

    • FMCG, Apparel and E-commerce for instance, are categories that are most active in in-film integrations and co-branded associations

     

    Film Marketing:

    • The ‘now-generation’ idea is to create a (film) product that generates positive word of mouth; ‘attracting’ audiences as well as ‘satisfying’t hem
    • Placement in terms of a healthy media-mix accounts for 10-15% of the film’s marketing budget
    • It is vital to identify and amplify the positioning of a film. Once it is identified exactly what kind of audience the film is made for, a marketer can then amplify “positioning elements” that highlight and reflect in all promotions for the film
    • A well-defined promotion plan must be put into place for personifying the cast and then promoting them. The build-up to the characters and creating a sense of one-ness with the audience is the crucial trick (without over-exposing the team)
    • Strategic PR and managing the millions of media outlets is the backbone of a film’s success

     

    • Partnering with emotion rather than pragmatism is what drives the business of entertainment
    • A typical, full-fledged marketing campaign begins with a teaser and takes the next five to eight weeks to position its stars, music etc. to the target audience

     

    Media Effectiveness:

    • Making accurate predictions about the scale of a film depends not just on its cost of production but also on how the film utilizes mainstream and ‘new media’ in an effective manner
    • On TV and digital, the song and dialog promotion dispersion is seen at 70:30. Assets related to music still form an integral part of film promotion, with 24×7 music channels assuming importance as vehicles of publicity
    • The film’s promotion budget is higher on television (45-50%) and lower on print (10-15%).

    Digital is getting added (10-15%) and activation is steady (25-30%)

    • The shelf life of a film in theatres is limited to two-three weeks after release (that too, only for big films), the release weekend gets heavy focus. The first weekend is also when production houses expect over 70 per cent of the total collection of the film

     

    Influencers:

    • Brand chooses endorsers and influencers for multiple reasons- launch, sustenance and revival
    • In a celebrity endorsement, the celebrity is the face of a brand message. In influencer marketing, the influencer is perceived to be ‘creator’ of the entire message
    • Woman power made it to the ‘top three’ of brand endorser list for the first time in 2017
    • Shah Rukh Khan and MS Dhoni have consistently been among the top endorsers in the past decade
    • An influencer’s social media presence is a huge pull for a brand or a film’s promotional plan. It also enables brands to amplify and measure the effectiveness of a campaign

     

    Licensing the Content:

    • Industry sources predict India’s licensing growth at 7.4 per cent, which is higher than the growth in USA, Canada and UK combined
    • Significant players in the market that represent international and Indian IPs Green Gold who is the market leader among the others who are Disney, Dream Theatre, Viacom, Bradford Licensing, AI Licensing and Sony

     

    • Hollywood properties dominate the licensing market. Superhero franchises and character-led entertainment takes up bulk of licensing deals. Films such as Captain America and Batman series are windfall for F&B and apparel brands
    • The top 150 global licensors (which include non-film brands too) reported total retail sales of INR 1,751,200 Cr worldwide in 2017. India’s share in the global licensing pie is 5-7%
    • Start-up licensing agencies now eyeing the big millions with popularity of TV series such as Game of Thrones, Indian characters such as Chhota Bheem and Japanese anime such as Doraemon

     

    Digital Marketing & Strategy

    • The total number of YouTube channels in India at the end of 2016 was 13,99,000+, the views clocking in a neat 22375 crore, our subscribers standing at 4118.5 lakhn and uploads at a staggering 97.5 lakh. Not surprisingly, the top YouTube channel in India across categories is the one that thrives on launching some of Hindi films’ biggest assets – T-Series, followed by SET India and the children’s animation channel Chu Chu TV
    • In the decade of 2007-2017, digital media strategy played a lead role in the industry making a departure from a ‘single-event’ launch or press interaction to an entire campaign spanning weeks or months
    • Hindi films’s most successful digital teams use analytic tools such as ‘Vidooly’ (for video intelligence), Lexalytics (for sentiment scores) and Buzz Engine for film promotions
    • The capabilities of command centers and content analytics will increase exponentially and thus, content (shows, films, events, etc.) will be able to meet larger audiences

     

    Please click here for detailed PDF

     

     

  • iProspect interviewed 250 of their global clients, including FTSE 100 and Fortune 500 companies

    iProspect releases 2018 Future Focus whitepaper titled ‘The New Machine Rules’

    By A Correspondent

     

    iProspect released its third annual 2018 Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless consumer experiences to delivering greater efficiencies.

     

    iProspect interviewed 250 of its global clients, including FTSE 100 and Fortune 500 companies, and used the real-time feedback to outline key insights and priorities necessary for businesses to thrive in our fast moving, high expectation digital economy.

     

    Feedback shows that the transformative impact of Voice, AI, and Machine Learning is being felt across the entire business landscape with 55 per cent of marketers surveyed agreeing that Machine Learning will allow them to make better decisions in 2018. 56 per cent of the marketers surveyed highlighted “effectively managing large data sets to deliver personalization and relevant one-to-one experience” as their main priority in 2018.

     

    “Advances in Machine Learning will allow for greater effectiveness and efficiency in marketing communications, freeing both marketers and agencies to focus on adding strategic value,” said ShendaLoughnane, Global Chief Strategy Officer, iProspect.”Brands will need to understand how to balance the human vs. machine elements of their business in order to leverage the full value of both.”

     

    Added Rubeena Singh, CEO, iProspect India:“In an increasingly complex digital economy, Machine Learning is set to play a pivotal role in our ecosystem. In India, we are already feeling these forces of change – driving better data understanding, enabling personalized conversation at scale and delivering greater efficiencies. We are at an inflection point where brands need to learn how to marry human capital and machines in order to succeed in the transformation that lies ahead.”

     

     

  • Fjord Trends takes a provocative look at the developments to watch for in 2018, according to Fjord, design and innovation from Accenture Interactive

    Accenture identifies emergent trends via ‘Fjord Trends’ study

    By A Correspondent

     

    Accenture has released Fjord Trends 2018, its 11th annual report examining seven emergent trends expected to impact business, technology and design in the year ahead.

     

    “Each of our 2018 trends is born out of a fundamental tension – be it a shift, a collision or a parting of ways,” said Mark Curtis, co-founder and chief client officer at Fjord. “Digital versus physical, human versus machine, centralized versus decentralized, speed versus craft, automation versus control, traceability versus anonymity. Winners in 2018 will be those who best navigate these tensions and seize the opportunity to collectively design the world we’ll be living in.”

     

    Fjord Trends 2018 suggests how organisations can navigate these currents and design for positive change. It examines seven trends expected to shape the next generation of experiences:

    – Physical fights back: Digital has had the limelight long enough – there are two brand experience headliners now. The time has come to blend the digital with the physical.

    – Computers have eyes: As well as comprehending our words, computers now understand images without any help from us. Imagine the exciting possibilities for next-generation digital services.

    – Slaves to the algorithm: How do you design a marketing strategy to win over the algorithms – immune to conventional branding efforts – that sit between brands and their customers?

    – A machine’s search for meaning: A.I. might change our jobs, but need not eliminate them. We can – and should – design our collaboration with the machines that will help us develop.

    – In transparency we trust: Blockchain has the potential to create transparency that will clear the fog of Internet ambiguity, regain lost trust, and repair relationships with the public.

    – The ethics economy: Organisations are feeling the heat to take stands on political and societal hot button issues, whether they want to or not. And consumers are speaking with their dollars, choosing brands that align with their core beliefs.

    – Design outside the lines: Design’s rapid ascendancy and newfound respect within organizations is a win for all. But, in a world in which everyone thinks they’re a designer, today’s practitioners need to evolve – how they work, learn, and differentiate themselves – if they are to continue having impact.

     

    Said Baiju Shah, global co-lead, Fjord and managing director, Accenture Interactive: “We believe this edition of Trends will provoke and inspire but, above all, provide actionable advice for organizations to prepare for the opportunities ahead. Many of the thorny questions ahead of us revolve around human-machine interactions, the consequences of which will be profound for individuals, society and organisations of all kinds. As digital fades from being stand-alone to being embedded in our physical world, our relationships with everything around us will be redefined.”

     

     

  • The knowledge sharing session on ‘Overview & Insights of OTT’ touched upon the future of technology enhancing streamlining of content and the growth of content consumption

    IAA Conversations discusses future of OTT

    By A Correspondent

     

    The India Chapter of International Advertising Association (IAA) organiseda new edition of ‘IAA Conversations’ with Ajit Mohan, CEO, Hotstar and Ashish Bhasin, Chairman  & CEO South Asia – Dentsu Aegis Network in Mumbai last week. The session was moderated by Megha Tata, COO, BTVI.

     

    Underscoring the people’s appetite for video consumption is on a rise and smartphones accelerate this possibility, Mohan said: “The myth that small screen may not be good for long content viewing is slowly breaking. The power of accessible, curated real stories online is strengthened through technology. OTT has lent us the ability to leverage stories and transform experience. OTT has helped to marry the engagement ability of a television with the consumer understanding of OTT. Cricket has helped people to come to this platform.”

     

    Bhasin said that tectonic shifts are happening online, stating: “Where there are eyeballs there go the numbers. 13-14 per cent market is digital. Video consumption will increase with smart phones. As of now there is a 22-24 per cent penetration. In India every medium holds the potential to grow. The big problem in the ecosystem for the medium to grow is the standardisation of currency to measure multimedia reach.”

     

    Said Ramesh Narayan, President, IAA India Chapter the event:“As a responsible industry association, the India chapter of the IAA has found this a great way of engaging the youth and at the same time amplifying the message on a national basis.”

     

     

  • ASCI does empathize with the consumers’ grievance that some of the condom advertisements are detrimental to the children’s sensibilities

    ASCI welcomes MIB’s advisory on airing of condom ads

    By A Correspondent

     

    Advertising self-regular Advertising Standards Council of India (ASCI) has responded to the government’s move to ban condom advertising from 6am to 10pm.

     

    Shweta Purandare

    Said Shweta Purandare, Secretary General, ASCI on the development: “It is important to highlight that condom advertisements meant for family viewing, which disseminate health benefits or propagate information on safe sex practices, the implementation of which can diminish accidental pregnancies and sexually transmitted diseases (STDs) / HIV continue to be allowed to air without restriction. The condom advertisements that have come under watershed hour restriction are the ones which lean on sexual innuendos which could be violating certain provisions of Cable TV Act’s Advertising Code. Advertisements that were complained against were not about HIV protection, prevention of teenage pregnancy or population control. Instead, they focussed on sexual titillation, highlighting product flavours or features, which made them embarrassing and distasteful to be viewed, especially in the presence of children during family viewing hours. As these advertisements were not objectionable for viewing by adults, they could be aired during the watershed hours. ASCI welcomes this move which provides a pragmatic solution addressing the concerns of all stakeholders.”

     

     

  • ITW consulting won the rights as they offered value for the inventory amongst other agencies

    ITW Consulting bags in-stadia advertising rights for Indian and Australian Tours of South Africa

    By A Correspondent

     

    ITW Consulting has acquired in-stadia advertising rights for Indian and Australian Tours of South Africa for 2017/2018. With these rights, ITW Consulting will cover three Tests, six ODIs and three International T20s under South Africa versus India Series and four Tests from March 1 to 30under South Africa versus Australia Series.

     

    Commenting on the association, M S Muralidharan, Director, ITW Consulting said:“We are one of the new generation companies and are delighted to partner with Cricket South Africa and Megapro Marketing (Ry) Ltd for these two series. We are sure that we will be able to build strong and strategic brand associations that will be fruitful for both, the brands and cricket fans across the globe.”

     

    Commenting on the deal, Bhairav Shanth, Co-Founder, ITW Consulting said:“With utmost pride in bagging these rights, ITW welcomes brands around the world to stand tall with global brands and cherish a seamless branding experience in South Africa, across 2 months of high octane competitive cricket.”

     

     

  • The account will be managed out of the agency’s Mumbai office

    OMD Mudramax wins the media duties of Cipla Health

    By A Correspondent

     

    Following a multi-agency pitch, OMD Mudramax has bagged the media duties of Cipla Health Limited (CHL).

     

    OMD Mudramax will be partnering with the brands under Cipla Health in their consumer engagement initiatives across mass media / digital and below-the-line promotional efforts, notes a communique. The account will be managed out of the agency’s Mumbai office.

     

    Speaking on the partnership, Himava Nath, CMO, Cipla Health, said:“We at CHL aspire to have exponential growth in the consumer healthcare OTC segment in the coming years. We needed an agile agency partner who can work closely with our brand marketing team to facilitate much greater consumer traction for our brands. We feel that OMD MudraMax can help us achieve this goal.”

     

    Added Sathyamurthy Namakkal, President, OMD MudraMax: “This is a prestigious win for us and we love to work with clients who embrace agencies as their partners. Working with good brands and a great set of people at CHL, we look forward to creating impactful business solutions through interesting customer initiatives”.