MxMIndia

Category: ADVERTISING

  • PayTM was Client of the Year and Ogilvy bagged the Grand Effie for Star Plus Nayi Soch at Ad Club's Big Night for Effectiveness

    McCann wins big at Effies 2018

     

    By A Correspondent

     

    It was the Big Night for Effectiveness in advertising. The Advertising Club’s premier event for rewarding advertising effectiveness was held on Friday, January 5 in Mumbai. The venue was the usual – the lawns of the Taj Lands End, except this time there was lesser noise and hooting given the absence of the Mullen Lowe Lintas group. The agency did not officially enter the awards officially though some of its work did find its way.

     

    But it would be unfair to say that Lowe’s absence saw IPG group sibling McCann rise. The agency did have some good work to showcase and although its tough to say what the final roster would’ve looked like had Lowe and all the Publicis Communications agencies participated – especially Leo Burnett which had bagged the Grand Effie last year.

     

    Also, the margin with which McCann won over runner-up Ogilvy was significant.

     

    Other than being runner-up in the final rankings, the agency also bagged the Grand Effie for work done on Star Plus’ NayiSoch campaign.

     

    One 97 Communication Limited (PayTM) was adjudged as the Effie Client of the Year with long-time winner Hindustan Unilever coming second. Here the margin of win for the top rank was just 10

     

    Speaking  about winning the  Effies, Vikram Sakhuja, President of The Advertising Club and Chairperson, EFFIEs  said: “With the bar raised higher year on year,  winning an Effie has become more competitive and rewarding. This year we are seeing a new Client of the Year and a new Agency of the Year. My congratulations to them and all the 93 winners.” Adding: “The four pillars of effectiveness are Strategy, Idea, Execution and Results. To win an Effie we are finding that Effectiveness in Advertising is getting increasingly medium agnostic. Accordingly, ideas are being brought to scale in a remarkable number of ways. The one area I would like to further challenge us all is in the description of results.”

     

    Elaborating on the entries. Mitrajit Bhattacharya, Co-chairperson, Effies 2018 said: “The Effies 2018 once again witnessed  patronage from industry veterans and category leaders , establishing its eminence  as a  coveted industry award that recognizes great ideas and superior execution. Effies2018 saw  the entire fraternity come together to laud and celebrate successful campaign stories that are  ahead of the curve on innovation and engagement.”

     

    EFFIE-2018-AGENCY-OF-THE-YEAR

    EFFIE-2018-CLIENT-OF-THE-YEAR

    EFFIE-2018-RESULTS

  • ‘Coz he’s appointed Jury Prez of Outdoor & Press categories at Adfest 2018, which runs from March 21 to 24 in Thailand

    So why’s Santosh Paddy going to Pattaya in March? Massages? Happy…?

    By A Correspondent

     

    Santosh Paddy

    Sorry, but we were just being a little cheeky with a communique we received from the Adfest Press Office. Our very own Santosh Padhi, better known as Santosh Paddy, or just Paddy, Chief Creative Officer and Co-Founder of Taproot Dentsu has been appointed Jury President of the Outdoor Lotus and Press Lotus jury at Adfest. Which happens from March 21 to 24 in Pattaya, Thailand.

     

    So he may well go for a ‘maalish’ or two while in Pattaya, but what we will definitely be seeking is the ‘messages’ in the creatives he and his juries will consider. And all of which leading to Happy Endings (or Beginnings) for the entrants!!!

     

    “It’s always a privilege to be associated with Adfest, a festival I love more than most other shows. Nothing can get better than this – I’m a passionate print lover and to lead two of my favourite categories is a real pleasure. I’m delighted and looking forward to taking this opportunity forward,” said Padhi. Hmmm.

     

    Added Jimmy Lam, Adfest President: “In recent years, I have seen Paddy collect so many trophies and achieve so many successes as the founder of Taproot Dentsu. It is truly an honour to welcome one of our favourite friends back to Adfest to lead two categories that he has well and truly mastered,”.

     

    The 2018 Adfest Lotus Awards are open for entries until Jan 12 (remote categories only) or Jan 19.

     

     

  • To create digital properties for Aditya Birla Health Insurance and Aditya Birla Sun Life Mutual Fund

    Aditya Birla Capital appoints Dentsu Webchutney to handle digital mandate

    By A Correspondent

     

    Dentsu Webchutney has won the digital mandate for two of Aditya Birla Capital’s businesses, Aditya Birla Health Insurance and Aditya Birla Sun Life Mutual Fund. The agency has been entrusted with the task of providing strategic and creative inputs across various platforms within the digital ecosystem.

     

    Ajay Kakar

    Speaking on the association, Ajay Kakar, Chief Marketing Officer, Aditya Birla Capital said: “Dentsu Webchutney impressed us with its passion for our brand. We are launching a new category – Money – and are committed to creating new benchmarks in a way customers engage with our category. The digital platform will play a key role in this journey and innovation will be the cornerstone. Dentsu Webchutney has a track record of creating new frontiers. We look forward to a great partnership.”

     

    Gaurav Soi

    Added Gaurav Soi, Executive Vice President- Growth, Dentsu Webchutney: “It is indeed a proud moment for us to add a prestigious client such as Aditya Birla Capital to our roster. Financial planning and financial services are extremely significant today and the digital ecosystem is the most efficient medium to cater to diverse age and need bands. We are looking forward to helping Aditya Birla Capital establish their brand philosophy with respect to the health insurance and mutual funds businesses, through innovative positioning and properties across the digital landscape.”

     

     

  • The previous branch head Sharmine Panthaky moves to the agency’s Bengaluru office to head the Amazon India business

    Orchard brings in Manav Rai Ahuja as VP & Mumbai head

    By A Correspondent

     

    Manav Rai Ahuja

    Leo Burnett Orchard has made some key senior management changes. The agency has brought on board Manav Rai Ahuja as Vice President and Branch Head – Mumbai. The branch’s former Vice President and Head, Sharmine Panthaky, has moved to the Bengaluru branch in the same capacity. She will now head the branch overseeing the Amazon India business, Leo Burnett Orchard’s largest client. The duo will report to Mahuya Chaturvedi, Chief Operating Officer, Leo Burnett Orchard. At Leo Burnett Orchard Mumbai, Ahuja  will work closely with Executive Creative Director Amod Dani.

     

    Mahuya Chaturvedi

    Speaking about bringing Manav on board, Mahuya Chaturvedi said, “Manav comes in with the rich experience of working on some of the biggest brands across categories. He will take the momentum of the Mumbai branch forward, keeping its winning streak going. His mandate is to grow the great body of work that the branch has done in 2017, by manifold. I expect 2018 to be an exceptional year for Leo Burnett Orchard Mumbai with Manav and Amod working together to create some fantastic work for our clients.”

     

     

  • Executed by McCann, THE ad campaign underlines Udacity’s proposition of offering tech education the Silicon Valley way

    Udacity India launches brand campaign to promote its Nanodegree certification

    By A Correspondent

     

    Udacity, the Silicon Valley-based lifelong learning platform, has unveiled an ad campaign created by McCann Worldgroup India, that establishes the venture’s differentiators.

     

    Said Ishan Gupta, Managing Director-India, Udacity: “At Udacity, we bring knowledge and innovation together to create nanodegree programmes and provide the most relevant and advanced tech education possible. We expect that this film will make our value proposition clearer, and inspire many of India’s young and driven students and technology enthusiasts to learn cutting-edge skills that would propel them ahead of their peers.”

     

    Added Jitender Dabas, Chief Strategy Officer, McCann Worldgroup India:“The brief was simple – to establish what sets Udacity apart from all others. In a time when higher education has come under attack for lax standards and low barriers to entry, our strategy was to tell young Indians that the source makes all the difference. There is education, and then there is Silicon Valley way education that Udacity excels in.”

     

     

  • The account, which was won as a result of a multi-agency pitch, will be handled by the agency's Mumbai office

    L&K S&S wins Muthoot Pappachan mandate

    By A Correspondent

     

    The Muthoot Pappachan Group has appointed Law & Kenneth Saatchi & Saatchi as the creative agency on record. The group encompasses several businesses, including wide-spectrum Financial Services, Hospitality, Automotive, Realty, IT Services, Healthcare, Precious Metals, Global Services and Alternate Energy., among others.

     

    The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office. The agency will be responsible for the ATL (Above The Line) as well as BTL (Below The Line) creative mandates.

     

    Anil S Nair

    Commenting on the agency appointment, Anil S. Nair, CEO & Managing Partner at Law & Kenneth Saatchi & Saatchi India said: “It is particularly exciting to be chosen as Muthoot Pappachan Group’s consolidated AoR. It is rare to see a group who adds so much value to the customers’ lives and creates life enhancing impact.”

     

     

    Sanjeev Shukla

    Added Sanjeev Shukla, Chief Marketing Officer at Muthoot Pappachan Group:“The agency has demonstrated a deep understanding of the categories, with offline and online integration. We have faith in their ability to do justice to our mandate and more importantly, in their passion, involvement and commitment.  Our Group’s credo is Believe in Blue and we look forward to partner with Law & Kenneth Saatchi & Saatchi in our journey to take Blue Muthoot beyond the blue skies.”

     

     

  • Through this initiative, Dias is urging CEOs/HR heads to help Mumbai based companies to implement flexible office timings for employees so that they don’t risk their lives to reach their workplaces

    Nandini Dias leads IAA India campaign on ‘WorkToLiveToWork’

    By A Correspondent

     

    The India Chapter of the International Advertising Association (IAA) has announce a new social initiative, ‘WorkToLiveToWork’. Said Ramesh Narayan, President, IAA India Chapter, said, “Every year IAA undertakes initiatives to show that communication can be an effective force for the good of society. This year Nandini Dias is spearheading this meaningful project.”

     

    Due to personal losses, related to railways, during rush hour in the last 18 months, Dias, a Managing Committee member of IAA and CEO, Lodestar UM India, conceptualised the project named WorkToLiveToWork’’. Through this initiative, Dias is urging CEOs/HR heads to help Mumbai based companies to implement flexible office timings for employees so that they don’t risk their lives to reach their workplaces.

     

    A campaign has been designed around WorkToLiveToWork, to end the irrational rigidity in Mumbai’s office timings and save lives. Reports shows that every day around nine people die on the suburban rail network which is nearly 3300 people in a year. Many of these people travel in overcrowded transit system just to avoid late mark as that leads to penalty on their salary.

     

    Ramesh Narayan

    Added Narayan: “Instead of waiting for the transport infrastructure to be fixed, which would obviously take a long time, Nandini’s idea was as practical as it was simple. When asked , most CEOs and HR heads agree that flexi timing is a good idea. In fact many also say that in their office they had implemented flexi timings since a couple of years. The fact is that while heads of offices are not against it they have done very little to actually roll it out and enable people. There is no data to say how many people actually are on flexi timing.  Also if it was real then the rush hour traffic would have eased out”

     

    Nandini Dias

    Said Dias: “The two excruciating losses I faced last year have left an irreparable wound in my life. Therefore this project is really close to my heart and almost a life mission.I am urging all companies to come forward and adopt this to save the lives of Mumbaikars. Let’s all agree that, besides expressing outrage we need to help the government in mitigating the crisis. So whether you are an employer or an employee, think about it, talk about it, bring it up as often as you can to drive change and save lives. Even if we reduce the number of people losing life from 9 to 7 per day we would have saved over 700 lives in a year.”

     

    To take this initiative forward besides Lodestar UM, IAA has the support of Taproot Dentsu who created the communication. In addition large media companies like Economic Times, Hindustan Times, Indian Express, Laqshya Media and Radio City have already come on board as media partners. MxMIndia is also supporting this move.

     

    To join in Log on to www.WorkToLiveToWork.com or write into #FlexiTimeSavesLife and #WorkToLiveToWork.

     

     

  • … And the advertising market in India is forecast to grow by a further 12.5 per cent in 2019

    Dentsu Aegis forecasts 12.5% adspend growth for 2018

     

    By A Correspondent

     

    Dentsu Aegis Network’s latest Ad Spend Forecasts, based on data received from 59 markets, puts global growth at 3.6 per cent in 2018, up from 3.1 per cent in 2017. And the estimated growth for India for 2018 is 12.5%.

    Events will play an important role in 2018, Winter Olympics, Commonwealth Games, Asian games and state elections are all expected to stimulate ad spend growth. However, a slowing of growth in markets like Australia and China can be attributed to multiple contributing factors such as a naturally maturing market, ad fraud and data accuracy issues on top of a general economic slowdown.

    Speaking on the Indian context, Kartik Iyer, President Media Brands and Amplifi – Dentsu Aegis Network India, said: “India is forecast to grow by 12.5 per cent in 2018, up from 9.6 per cent in 2017, reflecting its solid economic growth trajectory. Digital media spend is forecast to increase by 30 per cent in 2018 with 43.6 per cent growth in mobile spend, which will account for 47 per cent of total digital spend in 2018. The advertising market in India is forecast to grow by a further 12.5 per cent in 2019. 2018 is expected to be a growth year considering the stabilisation post GST. Another driver of growth would be the fiscal policies of the government which are expected to be pro spending and supporting the middle income groups. In India, the significant improvement in availability of high-speed networks at a lower cost is making a huge impact in the efficiency metrics of digital media. This will continue and therefore will support the faster growth of Digital advertising. As marketers, we need to be prepared to harness this change and maximise engagement with our customer and thereby deliver higher returns for our brands. As an agency group, DAN has overinvested in this area and today has the largest, most experienced group of companies which are harnessing this rapidly changing area.”

    Trends include:

    • Digital media channels will continue to power ad spend growth, growing globally by 12.6 per cent in 2018, versus 15 per cent in 2017, to reach US$220.3 billion
    • Mobile will go from strength to strength, reaching US$121.1 billion having overtaken desktop as a share of total digital spend in 2017. Desktop will continue to lose global share (-1.5 per cent since 2016), versus mobile’s gains (8.2 per cent since 2016)
    • Digital overtakes TV, by a margin now exceeding previous forecasts. Digital ad spend will account for 38.3 per cent share of total ad spend and TV 35.5 per cent
    • Paid search accounts for the lion’s share (40 per cent) of digital ad spend, with voice-activated devices helping to power its growth. Amazon’s Alexa app was the top app for Android and iPhone on Christmas Day 2017, with the company claiming its devices enjoyed the best holiday season yet
    • Video (24.5 per cent) and social (23.5 per cent) will also drive growth within digital ad spend, powered by smartphone take-up and mobile-video in particular

     

    Commenting on the latest forecasts, Jerry Buhlmann, CEO of Dentsu Aegis Network, said: “The latest ad spend forecasts show a market in transformation, but not recession. The challenge for brands is to navigate an uneven economic outlook alongside a rapidly evolving tech & innovation landscape. In many markets, disruptive innovation – from mobile, voice activation and new ad tech players – is still providing new sources of growth and we forecast this trend will continue into 2018.”

     

    “Succeeding in this environment requires global consistency through appropriate platforms and systems, while also the flexibility and agility to work with a wider ecosystem of tech-enabled solutions. It demands a relentless focus on understanding the consumer, using data to reach real people, driving relevance, addressability and business growth.”

     

    Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, added: “Asia Pacific continues to lead the growth in digital ad spend. With the region’s fast adoption of technology and innovation, there will be a substantial shift towards mobile and smart devices. As a result, mobile online video ads will be the main drivers of growth within digital ad spend across the region.”

     

    “Data continues to be central to our business in Asia Pacific and with better understanding of new technologies, structures and models for business growth, agencies must help brands move from being disrupted to disruptor.”

     

     

    JAN 2018 Ad Spend

  • The pitch was for the entire portfolio of brands and involves only offline duties. The multi-agency pitch saw participation from other leading agencies

    Wavemaker India retains Perfetti

    By A Correspondent

     

    Wavemaker has announced the retention of media duties for Perfetti Van Melle India. Maxus (now part of Wavemaker) has been the agency on record and had first won the media mandate for Perfetti Van Melle India way back in 2006.

     

    Speaking on the successful retention of the business, Kartik Sharma, Managing Director – South Asia, Wavemaker said: “We are extremely delighted to continue our decade long partnership with Perfetti. It is a huge moment of pride as this is the first win for us as Wavemaker. We couldn’t have asked for a better start to this year.”

     

    Added Navin Khemka, Managing Partner, Wavemaker India: “Working with Perfetti, one of the largest confectionery manufacturers in the world, has been a great experience right from the start of this journey. We have together built iconic brands and continue to deliver unmatched media value for them.”

     

    Said Rohit Kapoor, Director – Marketing, Perfetti Van Melle India: “[The] Wavemaker (erstwhile Maxus) team has played a significant role in building our brands over the years. We are excited to share that our partnership with Wavemaker will continue after a comprehensive media agency validation process. Wavemaker has consistently demonstrated adequate capabilities to support us to achieve key business objectives, drive performance and innovation rigour.”

     

    The pitch was for the entire portfolio of brands and involves only offline duties. The multi-agency pitch saw participation from other leading agencies.

     

     

  • The digital ad industry is estimated to grow with a CAGR of 32% by 2020, notes a Dentsu Aegis-exchange4media report

    Digital will be 24% of advertising ind by 2020

     

    By A Correspondent

     

    The digital ad industry is estimated to grow with a CAGR of 32% by 2020, notes a Dentsu Aegis Network-Exchange4media report. Yes, please do note that we have named Exchange4media in this report despite the fact that it is another player in our space. For, it’s important that it be given credit when it’s due. Also, unlike last year, when e4m disallowed hosts Dentsu Aegis Network (DAN) to invite other media, this year, DAN did invite us. Also, we don’t consider exchange4media as competition. And even if it were to be one, we think it’s important that a non-legacy media player thinks progressively.

     

    Point made, now let’s move to the highlights:

    :: The Indian ad Industry is estimated to grow with a CAGR of 11% till 2020.

    :: Ad spends have seen double digit growth rates in e-commerce, BFSI, Automotive and Telecom.

    :: Digital Ad industry is estimated to grow with a CAGR of 32% by 2020.

    :: Advertisers are now adopting Digital media as a branding medium, not merely a performance medium.

    :: It currently contributes 15% to the total advertising Industry in India and this is expected to reach 24% of the entire market by 2020.

    :: E-commerce followed by telecom and BFSI spend the highest proportion of ad budget on digital media.

    :: Spends on Digital Video is expected to see the highest growth rate followed by Display and Social Media.

    :: OTT and an engaging mobile experience will drive the growth of the Digital Industry.

     

    And here’s more sector-wise:

    1. Automotive:

    a. Automotive sector has had one of this highest growth in Ad spends.

    b. They still spend a large majority of their ad budget on Traditional media

    c. Within digital, they distribute their budget across all ad formats.

     

    2. E-commerce:

    a. Growth in ad spends for E-Commerce has been the highest.

    b. They spend the highest proportion of their marketing budget on Digital media.

    c. They spend mostly on search and social media.

     

    3. Technology: This is a very broad term in terms of industry segments. Including the insights for Telecom.

     

    4. Telecom:

    a. Telecom sector has seen one of the highest growth in ad spends.

    b. This segment spends a high amount of their marketing budget on Digital media.

    c. They spend their digital media budget mostly on social media and video.

     

    5. BFSI:

    a. The growth in ad spends for BFSI has been one of the highest, next only to E-Commerce.

    b. This segment spends a high amount of their marketing budget on Digital media.

    c. Their digital media budget is spent mostly on search and display.

     

    DAN Report Design

  • The 360-degree marketing campaign has been designed to drive communication around the brand’s flagship sale

    Jabong pushes its ‘Big Brand Sale’ with a pan India integrated campaign

    By A Correspondent

     

    Jabong has launched its multimedia advertising campaign for the third edition of ‘Big Brand Sale’ to be held from January 25 to 28.

     

    As part of the campaign, Jabong has launched a 30-second television commercial, where the ‘Big Brand Sale’ is depicted in a medley of fashion montages with a rap song, providing the beat for “Ho tayar for the Big Brand Sale”.

     

    Conceptualised and scripted by Happy Mcgarry bowen, the TV commercial would be aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. The television commercials will also run in five- and 10-second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Airtel & Tata Sky) and digital, with OOH across eight cities.

     

    Said Gunjan Soni, Head – Jabong: “Jabong’s Big Brand Sale is all about celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”

     

     

  • She will continue to report to Anil S Nair, Chief Executive Officer and Managing Partner of the agency

    L&K Saatchi & Saatchi names Delna Sethna as CCO

    By A Correspondent

     

    Delna Sethna

    Law & Kenneth Saatchi & Saatchi has named (and elevated) Delna Sethna as its Chief Creative Officer across all its businesses. Prior to this, Sethna was leading some key global businesses such as P&G brands and Mondelez. She is now the creative face of Law & Kenneth Saatchi &Saatchi with immediate effect. She will continue to report to Anil S Nair, Chief Executive Officer and Managing Partner of the agency.

     

    Speaking about the development, Nair said: “Delna has proved her creative mettle over and over, across all the brands she has worked for. Her creative and strategic thinking pushes the boundaries of traditional advertising to newer, unexplored areas. She has brought glory to the agency by winning Cannes Gold and D&AD in one single year. She is the perfect person to be heading our entire creative product and I am sure she will only thrive hereon.”

     

    Speaking about her new responsibilities, Sethna said: “Law & Kenneth Saatchi & Saatchi is a wonderful place to grow as a creative professional. It is an organization where the proverbial glass ceiling doesn’t restrict women. It allows for both people & work to flourish. The teams here are all young & passionate and I feed off that energy. I look forward to my new responsibilities and creative challenges coming my way. 2018 is going to be about creating great, memorable work for all of us at the agency.”