MxMIndia

Category: ADVERTISING

  • Chumbak has evolved into a lifestyle brand with offline presence in 12 Indian cities

    Ogilvy Blr wins mandate for Chumbak

    By A Correspondent

     

    Ogilvy Bangalore has been awarded the mandate for Chumbak after winning a multi-agency pitch.

     

    Said Vivek Prabhakar, CEO and Co-Founder of Chumbak: “With the strong growth we have seen across our retail and online channels and our fast growing portfolios across Fashion and Home, we realised the need to work with a strong creative partner to help harness the Chumbak story. In Ogilvy we found the perfect partner to realise our ambitions both as a brand and a business.”

     

    Added Madhukar Sabnavis, Vice Chairman and Director- Client Relations, Ogilvy and Mather: “Chumbak is an amazing brand that has built a substantial cult following over the last few years. We are happy to partner them in the next stage of their brand building journey. What’s exciting is how to maintain the balance between consumer needs and designer dreams and intuition as Chumbak expands its footprint in the country.”

     

     

  • The account will be handled by the agency's Mumbai office

    L&K S&S bags Big Muscles Nutrition mandate

    By A Correspondent

     

    BigMuscles Nutrition has appointed L&K Saatchi & Saatchi as its creative agency on record (AOR). The agency will be responsible for creating their launch and sustenance communication and will have their creative mandate. The account will be handled by the agency’s Mumbai office.

     

    Charles Victor

    About the association, Charles Victor – Executive Director – L&K Saatchi & Saatchi India, said: “BigMuscles Nutrition is at a stage where they want to take the brand to the next level and be known as a serious contender in the Nutritional supplement category. We are very excited to partner with them to chart out the next chapter in fitness among India’s youth.”

     

     

    Suhel Vats

    Commenting on the association, Suhel Vats – Director, BigMuscles Nutrition added: “We launched BigMuscles in the year 2009 and it has emerged as the top-most nutritional supplement brand in India over the last three years. L&K Saatchi & Saatchi demonstrated some robust creative work stemming from strong consumer insights. We believe their experience in working with brands globally will help BigMuscles Nutrition compete with imported brands and resonate strongly with audiences across markets. We have faith in their ability to do justice to the mandate.”

     

  • Meanwhile, CVL Srinivas who transitions fully to Country Manager, WPP India

    Sameer Singh is CEO, GroupM South Asia

     

    GroupM has announced the appointment of Sameer ‘Sam’ Singh as CEO of its South Asia operations. Singh will lead the continued development of GroupM’s data-centric enablement for its agencies as they deliver competitive advantage to clients with digital leadership and content. Based in Gurugram starting in July, Singh will report to CVL Srinivas, Country Manager, WPP India and Mark Patterson, CEO, GroupM Asia Pacific.

     

    Singh joins GroupM from Google India where he was Director- Sales, responsible for the agency business. He was earlier based at Google’s headquarters in Mountain View, California where he worked on measurement, brand consulting, insights and product solutions. In a career spanning over 25 years across various geographies including India, China, UK, USA, and the Middle East, Singh, an alumnus of IIM Calcutta, worked across brand management, marketing services, media, forecasting ROI and research, sales and procurement at Gillette, P&G, GSK and Google. Prior to Google, he was VP, Global Media at GSK where he led their global pitch, set up the global media team and embedded digital excellence.

     

    Srinivas has been CEO for GroupM South Asia since January 2013. In October 2017, he was given the additional responsibility of Country Manager for WPP India. He will now transition fully to his WPP role.

     

    On Singh’s appointment, CVL Srinivas, Country Manager, WPP India said: “When planning the leadership succession, we found in Sam the perfect candidate who could take GroupM South Asia to the next level. We have built a strong enabling environment for our agencies with data centricity, digital leadership and content services. Sam has a track record of driving change at organisations focused on media, technology, brands and ROI. I look forward to working with Sam who has been a client, a media partner and a friend for many years”.

     

    Commenting on his appointment, Mark Patterson, CEO GroupM Asia Pacific said: “Sam is a unique talent and a great business partner with a fantastic track record delivering growth for market-leading world-class businesses across the globe. He now joins another one, and we are excited, proud and pleased to welcome him to GroupM South Asia.”

     

    Speaking on his appointment, Singh said: “The India market is transitioning to the next level of media sophistication, with GroupM adroitly navigating this space for their clients, and along with their media partners. I am super excited to join the GroupM team on this wonderful journey, and I look forward to bringing to the table, my experiences built at Google, as a Marketer, and while working across emerging and developed markets. I look forward to contributing, and to learning from my colleagues, our clients, and our partners.”

     

     

  • It recognises individuals who have provided leadership both to the data and analytics team they head

    DAN’s Abhinay Bhasin shortlisted for the DataIQ 2018 Awards

    By A Correspondent

     

    Abhinay Bhasin

    Abhinay Bhasin, Senior Manager- Data Sciences, Dentsu Aegis Network India, has been shortlisted in the ‘New Talent Award’ category by DataIQ 2018.

     

    DataIQ is a cross-industry community of data and analytics leaders and professionals from the Financial Times Stock Exchange 100 Index and large/mid-market organisations. Said Gautam Mehra, Chief Data Officer, Dentsu Aegis Network, South Asia: “An integral member of my team, Abhinay is a bright and passionate individual who has played an active role in championing the data story for the group in India through the service offerings of the Data Sciences Team. He has played a key role in consumer-insights projects, which has been very well received by clients such as Abbott and AMFI, to name a few. He has also added value and played a key role in crafting the data narrative in some of Dentsu Aegis Networks India’s recent business wins like MSIL and Suzuki Bikes. I am glad to see him as the only shortlisted candidate from APAC for the DataIQ Awards this year.”

     

     

  • The analysis is based on an evaluation of more than 600 agencies, networks and companies

    Accenture Interactive named largest digital network by Advertising Age

    By A Correspondent

     

    So which is the largest digital advertising network in the world? Advertising Age magazine has named Accenture Interactive as that in its Agency Report 2018. This is the third consecutive year in which Accenture Interactive was ranked the largest digital network worldwide. The analysis is based on an evaluation of more than 600 agencies, networks and companies.

     

    Notes a communique: Accenture Interactive reported the highest worldwide revenue of any digital network, at $6.5 billion for Accenture’s fiscal year 2017 (ended August 31, 2017), reflecting year-over-year growth of 35 per cent.

     

    Said Brian Whipple, global head of Accenture Interactive: “Brands today are built by a series of interconnected experiences consumers have with a company across multiple, increasingly digital, channels. Our model is purpose-built on assembling the right mix of digital and business transformation skills to deliver the best customer experiences on the planet. I’m extremely grateful to our clients and team who deserve all the credit for this success.”

  • Forum to provide common platform to data-owners and data-users to find ways for ensuring ethical use of data

    Sandeep Goyal assumes charge as Prez of Forum for Ethical Use of Data

    By A Correspondent

     

    Veteran adman (and now a prolific writer) Sandeep Goyal took over as President of the Forum for Ethical Use of Data (FEUD) as a  few senior industry people came together to create a platform which will “engender the right atmosphere and the right mindset sensitised to the ethical use of data”.

     

    Media veterans Ambika Srivastava and Paulomi Dhawan assumed the positions of Vice Presidents. Srivastava is former Chairman of Vivaki Exchange and Zenith OptiMedia and Dhawan Paulomi is an active office bearer of the Indian Society of Advertisers (ISA) and has spent over 30 years at organisations like Raymond and Rediffusion. Vivek Mohan, former Country Head for Alcatel Lucent India, will be an Executive Member. A graduate from Harvard Business School, Mohan currently spends most of his time in Silicon Valley. A full-time professional CEO will be named soon, notes a communique.

     

    Said Goyal: “The Forum for Ethical Use of Data (FEUD) has been formed in response to the current vitiated sentiment, both globally and in India, as a result of all the controversies like what is happening at Facebook today, and all the fears that are being voiced even on Aadhar,” adding:  “The Forum will bring together all interest groups and get them to discuss, debate and devise a viable way forward in the handling of data so that it stays confidential, it stays protected and its keepers stay trusted. In India there is yet a lot of work that needs to be done to ensure that data of all kinds is protected and secure so as not to compromise the privacy and confidentiality of customers. Far too many organizations have access to far too much data, but they are not investing enough to keep that data well protected. At the Forum we will provide help, knowledge, guidance and eventually certification to help organizations stay ethical with the use of data at their command”.

     

    The Forum for Ethical Use of Data, adds the communique, will soon be inviting banks, credit card companies, insurance companies, telecom operators, airlines, hotels, FMCG companies, retail entities, media agencies, digital agencies and all others who are repositories of big data to join the Forum. Even government organisations will be invited to become members of FEUD.

     

    Said Srivastava: “We are plagued today by multiple issues in data protection and its ethical usage. For starters, most organizations are not even aware of who has access to, and who uses sensitive data within their own ecosystem. Compliance regulations and guidelines are very lax. No one even spends time cleaning up toxic data dumps. There are no investments to protect sensitive data appropriate to its value. At the Forum for Ethical Use of Data (FEUD), we will stimulate necessary awareness and action across organizations.”

     

    And this is what Dhawan said: “Outsourcing data and allowing uninhibited access to vendors and partners can create unprecedented situations like in the case of Facebook. At Forum for Ethical Use of Data (FEUD) we will bring about risk assessment and security awareness programs that will instill both understanding and trust within our member organizations, and their customers in turn.”

     

     

  • Integrating analytical capabilities from across the company, Kantar Analytics Practice will combine the ​an understanding of consumers with a​n ​analytics toolkit

    Kantar​ ​& GroupM combine analytics teams to launch Kantar Analytics Practice

    By A Correspondent​

     

    Kantar, WPP’s data investment management division, ​has announced the launch of a new global analytics practice that unlocks deeper insights to fuel business growth.​ ​Integrating analytical capabilities from across the company, Kantar Analytics Practice will combine the ​an understanding of consumers with a​n ​analytics toolkit. In India, WPP has combined the Analytics teams from Kantar and GroupM to form one combined practice.

     

    Kantar Analytics Practice ​will ​offer capabilities across five areas of expertise:

    :: Brand and Media ROI: Maximising value creation from brand and media investments, by balancing short-term sales performance with long-term brand valuation and profitability.

     

    :: Customer Analytics: Making the right operational and strategic investment decisions in customer experience and loyalty marketing, to maximise the value of each and every customer relationship.

     

    :: Segmentation and Activation: Targeting your highest potential customers and prospects with personalised content, to drive profitable growth with maximum efficiency.

     

    :: Innovation Analytics: Optimising your customer-led innovation lifecycle for long-term growth, from spotting new trends before your competitors, to optimising the profitability of your product launches.

     

    :: Retail and Shopper Analytics: Maximising the commercial return from your investments in sales, retail and e-commerce via optimising decision-making in channel choice, assortment, promotions and pricing.

     

    Discussing the launch, Eric Salama, CEO Kantar, ​said:​ ​“Less than half (44%) of advertisers believe they have the right, actionable data. Clients feel data rich but insights poor and impact short. Kantar is unique in having the most complete view of consumers across the entire demand cycle: the way they live, feel, shop, watch and post. Combining our insights with data from across any client’s organisation can unlock deeper insights that fuel growth. “

     

    ​Added CVL Srinivas, Country Manager WPP India & CEO GroupM South Asia​: “The new practice addresses the clients’ ask for data driven transformation for better ROI from marketing investments in the digital era. GroupM and Kantar have been working closely together in India, co-creating services for our clients. The launch of the Kantar Analytics practice is another step in this direction and demonstrates the ability of our group to come together to provide enhanced value for clients”.

     

    ​Said ​Preeti Reddy, CEO Kantar South Asia​: ​The practice formalises the connected journey with GroupM in bringing data driven products to the markets like Campaign Watch (for during campaign ROI management) and consulting services on TV audience measurement data. Proprietary assets like SAAS platform ‘Athena’(built in India) will offer marketers a predictive and near real time opportunity to add up to 20% improvement in ROI from marketing investments including those in e-commerce.And, in Sunder Muthuraman, who will take over as CEO APAC & Global Chief Client Officer, we have a great leader for the practice’.

     

     

  • The 360-degree marketing campaign will target media across the board including television, print, electronic, outdoor and online media

    Perizaad Zorabian appointed brand ambassador of Fanzart

    By A Correspondent

     

    Fanzart has roped in Perizaad Zorabian as the brand ambassador for its range of luxury fans. The brand has also unveiled its first brand campaign that reflects a new benchmark of desire that’s born in luxury, with a relatively new category in designer fans.

     

    Commenting on the TVC, Anil Lala, Founder – Fanzart said: “Our newest TVC has the most suited face to the Brand – ‘Perizaad’, the perfect fit whose simplicity resounds on our category. The TVC harps on the new Luxury of Indian Homes that brings a stylish makeover with exquisite designs and persona. Our association with Perizaad is to emphasize the beauty of the products and to accentuate the brand to higher levels.”

     

     

  • The agency will be responsible for the media strategy, planning, buying and implementation for all the brands under AWL

    Adani Wilmar selects OMD Mudramax as its media partner

    By A Correspondent

     

    Following a multi- agency pitch, OMD Mudramax has won the media duties of Adani Wilmar Limited wherein the agency will be responsible for the media strategy, planning, buying and implementation for all the brands under AWL for the South and the East region of India.

     

    The account would be managed from the agency’s Mumbai office and will be led by Sathyamurthy Namakkal, President, OMD Mudramax & Executive Director, DDB Mudra Group and Navin Kathuria, EVP & Principal Partner, OMD Mudramax.

     

    Angshu Mallick

    Speaking on the partnership with OMD Mudramax, Angshu Mallick, Chief Operating Officer, Adani Wilmar Ltd. Said: “Increased products and new pipeline of products made us think of having multiple media agency partners, and we are happy to inform that going forward we have two leading media agencies working for our products. The HSM part will remain with Triton Communications and Rest of India (South & East) goes to OMD Mudramax. We wish all the best to both the agencies.”

     

    Navin Kathuria

    Said Navin Kathuria, EVP & Principal Partner, OMD Mudramax: “This is one more prestigious addition to our esteemed clientele. We love to work with clients who embrace agencies as their strategic partners. Working with an ambitious group like Adani Wilmar is a joy and we look forward to creating impactful business solutions through interesting customer initiatives across southern & eastern states of the country.”

     

     

  • The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network

    CLab and Dentsu Impact execute campaign for V-Mart Retail

    By A Correspondent

     

    V-Mart Retail has partnered with Dentsu Aegis Network’s Dentsu Impact and CLab, to launch its new campaign introducing actors Ayushmann Khurrana and Bhumi Pednekar as brand ambassadors.

     

    Snehal Shah

    Commenting on the association with the Bollywood couple, Snehal Shah, Senior V.P- Marketing & Operations, V-Mart Retail said: “We are super-excited to associate with young talents like Ayushmann and Bhumi. We are a brand that believes in hard work, understands the requirements & dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann &Bhumi a great fit to represent us as our brand-ambassador. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”

     

     

    Deepak Kumar

    The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network. Speaking on the association, Deepak Kumar, Vice President, CLab, said: “We are extremely happy to have crafted a successful alignment between the celebrities and V-Mart. Our approach for the brand was based principally on factors of immediacy, quick recognition & response, relevancy and lastly demographic integration and acceptance.”

     

     

    Haresh Nayak

    Added Haresh Nayak, Managing Director, Posterscope India, under whose mentorship CLab has been set up: “We have evolved from the time in which celebrity endorsements were a product of gut feeling and perception to the time which involves intelligent and scientific planning for celebrity-brand matchmaking. With Star Matrix, our proprietary celebrity recommendation tool, our vision is to bring accountability and informed decision making in a discipline which functions on probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands. Our association with V-Mart is a testimony of our pioneering efforts in this discipline.”

     

     

  • E-Commerce to grow 15 per cent in 2018, representing 10 per cent of Retail

    GroupM report predicts online media surpassing Linear TV in 2018

    By A Correspondent

     

    GroupM has released a new report, ‘State of Digital’ offering intelligence on consumer media consumption and advertising investment trends worldwide. The  new report focuses on the impact of technology and digital capabilities on consumers and advertisers.

     

    GroupM tabulated consumers’ time spent with each media format, globally, and calculated average time spent with media overall. In 2018, consumers will spend an average 9.73 hours with media, up from 9.68 hours in 2017 (figures weighted by media investment). Additionally, GroupM predicts time spent with online media will overtake time spent with linear TV for the first time, globally, in 2018. Online will have a 38 per cent share, TV 37 per cent, and the balance spread primarily across print and

     

    Increased time spent with online media supports ongoing e-commerce escalation. Thirty-five countries supplied 2017 e-commerce data to GroupM revealing cumulative transactions worth $2.105 trillion, growth of 17 per cent over the prior year. GroupM predicts 15 per cent growth in 2018 to $2.442 trillion or about 10% of all

     

    For the report, GroupM also examined programmatic (automated) ad investment trends. On average across reporting countries, 44 per cent of online display investment was transacted programmatically in 2017 versus 31 per cent in 2016. This will rise to 47 per cent in 2018. For online video investment, programmatic is smaller; 22 per cent in 2017 versus 17 per cent in 2016 and predicted to rise to 24 per cent this

     

    GroupM also surveyed WPP’s network to better see the forest for the trees on industry hot topics.

    Blockchain: So far, there is scant evidence of practical application. “Blockchain’s main attraction is its distributed ledger which tells everyone everything and thus presents the opportunity to reduce inefficiency or cheating. However, its Achilles’ heel is the need to keep every participating computer updated with everything all the time, and that’s too slow for a real time world,” states Adam Smith, GroupM’s Futures Director.

     

    AI: Conversely, respondents reported ample development and scaled deployments with Artificial Intelligence (AI). “Arguably, today’s most advanced marketing tools are the advanced algorithms helping brands analyze which creative or media placement is performing the best, at scale and speed,” states Smith. “Among many future applications, we expect AI to helpfully emerge in fighting fraud that evades conventional rules-based

     

    Data: Regarding marketer application of data to media investment, respondents cited ample room for improvement. Clients are increasingly aware of the value of owned/acquired data, but are often risk-averse to harvesting, storing and distributing it. In many smaller countries, available data is poor. Most U.S. clients are using first-party data to activate digital media, and they’ve frequently invested in enterprise data management platforms (DMPs). Other markets are not so far along for varying reasons. Marketers most often using first-party data are performance-oriented, e-commerce driven, and typically in auto, travel, hospitality, banking, or sometimes supermarkets with well-managed end-point of sale

     

    Digital video competition: Because measurement of premium video audiences across platforms is woefully inadequate in every market, GroupM asked respondents to simply estimate the share of TV incumbents versus digital insurgents. Legacy TV players are believed to hold three-fourths of all video hours but less than a third (29 per cent) online video hours.

     

    Metrics & viewability: GroupM believes that effective advertising must be in view and/or in hearing, and we take a leading position in setting industry and commercial viewability practices. Constituents reported some industry works-in-progress to enhance measurement of omni-platform video audiences. As this progresses, viewability continues to be debated with some contrarians suggesting 100 per cent in-view ads in mobile environments can sometimes be intrusive and can be negative to consumer experience and thus brands.

     

    In-housing: Respondents said this is more often talked about than done, but several countries reported hybrid arrangements – typically, clients taking on strategy but leaving execution to agencies. Most inhousing involved the biggest clients doing the simplest programmatic functions.

     

    Price inflation: Respondents cited two inflation drivers: high demand for premium, brand-safe content and poor measurement of OTT and mobile platforms; the scarcity of measurable inventory drives up prices.

     

    The duopoly: No look at the global digital landscape would be complete without acknowledgement that Google and Facebook continue to be the key growth drivers. Google search is critical to clients, and YouTube is increasingly important for scaled, premium video. Concerns over the quality of programmatic inventory in the Google Display Network persist, but remedies are being pursued. Facebook’s success is partly due to the delivery of younger audiences via Instagram. The surge in large-advertiser investment in 2016-2017 also helped double Facebook’s share of digital investment ex-

     

    “Automation and talent are the big themes in advertising’s current revolution.” said Kelly Clark, CEO, GroupM Global. “One of the downsides of specialization is the increase in specialists who know more and more about less and less. We have to use automation to liberate brain-power, so talented people can look across the entire media ecosystem to help clients optimize short-term results and create long-term brand value.”

     

     

  • While most cement communications focus on the masonry part of construction, the real worth of cement is measured by the quality of concrete it produces

    MP Birla Cement emphasizes on the true worth of cement, in latest ad campaign

    By A Correspondent

     

    MP Birla Cement has launched its new premium product, Perfect Plus, with a new brand film. Said Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata: “MP Birla Cement Perfect Plus is the future of the cement manufacturing industry. To make a case for its strength, it was important to give it a heart. The film is a perfect blend of logic and emotions. While the father-son story reveals the heart of the brand, the product details testify the strength of the cement.”

     

    Added Sandip Ranjan Ghose, Executive President – MP Birla Cement: “In keeping with the brand philosophy, ‘Cement Se Ghar Tak’, MP Birla Cement does not simply make and sell cement but also understands the end consumers well. This new TV commercial talks directly to the individual home builder.”