MxMIndia

Category: ADVERTISING

  • Seeks to address typical conventions that a ‘conventionally beautiful woman lacks intelligence’ 

    Mouni Roy appointed brand ambassador for JOY

    By A Correspondent

     

    RSH Global has launched a new marketing campaign for its brand JOY with actress Mouni Roy. The TVC conveys the message that every woman is endowed with both intelligence and beauty but it’s our perspective that needs to be changed.

     

    Speaking at the launch of the campaign, Poulomi Roy, Chief Marketing Officer, RSH Global, said: “We do not believe in typecasting beauty, we discuss and debate on the various stereotypes that are attached to a woman’s appearance. The beauty of a woman lies not just in the way she looks but also in the way she exudes confidence, pride and smartness. We believe in our brand philosophy that every woman is born beautiful and it translates into our products which are made from the goodness of nature (natural extracts).”

     

     

  • We are sure there are many, many more ads created by Alyque Padamsee, and we are sure there are many more that we may find trendsetting. But here’s a list of our favourite five.

    Five iconic ads created by Alyque Padamsee

    By A Correspondent

     

    We are sure there are many, many more ads created by Alyque Padamsee, and we are sure there are many more that we may find trendsetting. But here’s a list of our favourite five.

     

    Surf

    Watch this ad starring the Lalitaji character and you relive the good old days when the ad would air on Doordarshan. The ‘samajhdaari’ line that Lalitaji makes is what Padamsee’s mother once told him, and we guess that’s what made this commercial so very effective.

     

    Bajaj Auto:

    If there are many who think the brand is Humara Bajaj and not Bajaj or the company is Humara Bajaj and not Bajaj Auto, blame it on this commercial. Even before the nationalistic times set in, these ads would give you the goosebumps.

     

    Liril:

    The millennials may wonder what’s the fuss about this ad, but ask anyone who watched this ad in the 1970s, and you’ll be told how much they would wait for an airing on telly… just to watch Karen Lunel under that waterfall.

     

    KamaSutra

    Skin and such emotions aren’t uncommon in 2018, but when we saw this ad for the first time in 1991 and in that very special edition of Debonair magazine, there was, ah, well, magic. For the brand, we mean.

     

    Cherry Blossom

    The Cherry Blossom brand was already very popular, but this ad starring actor Rajesh Puri worked wonders for the brand, and was indeed one ad that people would look forward to.

  • JWT group has many specialised companies and divisions in the group driven by a single P&L

    Tarun Rai elevated to Chairman & Group CEO of JWT South Asia

    By A Correspondent

     

    J Walter Thompson has elevated Tarun Rai as Chairman and Group CEO of J Walter Thompson South Asia.

     

    Said Tamara Ingram, Global CEO, JWT: “Tarun’s new title accurately reflects his responsibilities. He oversees multiple countries with full-service agencies and digital companies including specialised divisions such as Shopper, Rural, Events, Design, Production and Social. Over the last three years, Tarun has ensured that all of these companies and divisions are integrated seamlessly to deliver the best communication solutions to our clients.”

     

    Addedsaid Tarun Rai, Chairman & Group CEO, J Walter Thompson South Asia: “Our clients are increasingly asking for integrating their brand communication across various touchpoints and platforms. What puts the JWT group at an advantage is that we have many specialised companies and divisions in the group but a single P&L. This makes us platform agnostic and allows us to focus on only the client and brand communication needs. I am lucky to have extremely talented and capable leaders of our various group companies, divisions and functions,”

     

     

  • Viacom18 confirms its COO's departure in a statement

    What next for Raj Nayak?

     

    By A Correspondent [updated]

     

    Inarguably one of the most high profile names in the Indian television business, Raj Nayak has reportedly decided to move on from Viacome18. He has been Chief Operating Officer from May 2017 after having helmed Hindi General Entertainment Channel Colors as CEO since he joined the joint venture in April 2011. In September 2018, he was entrusted with the responsibility of revenues of the Viacom18 network.

    We use the word reported, as we have no confirmation from either Nayak or Viacom18. But then there is no denial either. According to information MxMIndia has received, Nayak has indeed put in his papers. His last day at Viacom18 is not known.

    In an official statement released to the media on Tuesday evening, Viacom18 confirmed the departure of  Nayak. Speaking about the development, Sudhanshu Vats – Group CEO and MD Designate, Viacom18 said,: “Raj is one of the most admired leaders in the media and entertainment industry.  While on one hand, it is our loss to see a committed and capable leader leave, on the other, it is reassuring to know that he will always keep Viacom18’s flag flying high. On a personal level, I would like to thank Raj for partnering me as Viacom18 scaled newer heights. On behalf of everyone at Viacom18, I’d like to wish Raj all the very best for his future endeavours.”

    Speaking about his journey at Viacom18, Nayak said: “The last seven-and-a-half years at Viacom18 have been most exciting, challenging and rewarding. I have a wonderful team and they helped propel the company to new heights. The Viacom18 leadership has always been supportive and for that, I will always be grateful. These are exciting times for the media industry, the pace of change is remarkable, and I feel energised about the opportunity to do something new in this new landscape.”

    Nayak will be serving at Viacom18 till February, 2019.

    So where’s he moving to? An entrepreneurial venture yet again or another broadcast network. There have been rumours of his moving to helm Sony Pictures Network, a broadcaster that can do with a refresh in strategy. The top job at Discovery Network has also fallen vacant but the affair with running a Hindi GEC was shortlived. There is also a player like Netflix which is currently without an India head. A lot of this is based on what’s in the air, and we await a confirmation of his resignation from Viacom18 and some indicator of his next steps.

    Nayak – LS Nayak being his official name –  joined Viacom18 from Aidem Ventures, an entrepreneurial venture he set up as a media outsourcing and sales consuling firm. Earlier, he was CEO of NDTV Media for over seven year and before that he was Executive VP – Sales and Marketing at Star TV. At Star, where he worked for nearly a decade, he also did a stint at ESPN Star Sport from 1996 to ‘99.

    Nayak started his media career in print, having worked with stylish newspapers like Sunday Mail, The Indian Post and The Pioneer. Nayak has helmed various industry bodies and initiatives, the more recent being The Advertising Club where he helped raise the bar on the annual Goafest convention and awards.

     

     

  • 61 per cent of consumers surveyed say that most email ads they receive do not offer anything that interests them

    Epsilon study evaluates new marketing techniques

    By A Correspondent

     

    Epsilon has released results of its study ‘Marketing In India Is Personal, Not Just Business’ conducted by Forrester Consulting. The findings revealed the huge chasm between what marketeers believe they need to do to reach consumers, and what consumers actually prefer.

     

    The study analysed the marketing techniques used by Indian brands and the areas they could improve to optimise their Return on Marketing Investment (ROMI). The findings indicate that 74 per cent of marketeers use marketing technologies to reach consumers via SMS while only 2 per cent of consumers prefer to receive marketing updates through this channel.

     

    The online survey of more than 600 people that included both consumers and senior marketing professionals in decision-making roles from retail, consumer packaged goods, financial services, insurance and travel, and hospitality brands in India. The study sought to understand the use of marketing technologies across targeted industries and its relationship with consumer expectations regarding advertisements, loyalty and brand engagement.

     

    Said Ashish Sinha, Country Head, Epsilon: “This research is a barometer for marketeers to guide them in reorienting their strategies and priorities to serve their consumers better and more effectively. We need to help marketeers understand what they are misreading when it comes to customer engagement. The study helps understand consumers and their predilections to help marketeers evolve. For instance, the study found, although about 92 per cent of marketeers in India consider improving their ability to personalize capabilities as priority in marketing, the Indian market is unfledged in terms of data and technology readiness, cross-channel expertise, and in bridging organizational silos.”

  • A Kantar global study checks on the next wave of influencers, disruptors and consumers

    Centennials at 21

     

    By A Correspondent

     

    Centennials, aka Gen Z, have already eclipsed Millennials as the global cohort driving trends and pushing industries forward, and they’ll soon be a core consumer group across a variety of categories. As the oldest of the generation turns 21 this year, Kantar’s latest report shows how critical it is for brands to keep pace with their values, beliefs and expectations to avoid being left behind.

    While Millennials are loosely defined as those born between 1980 and 1996, Centennials are those born after 1997 (to present).

    There are no special numbers available for India, but we are sure that the insights wouldn’t be dramatically different for the urban set. It will be data on the rural, not very highly educated that would be interesting to read.

    Representing 35% of the global population, Centennials have become an economic powerhouse with a growing influence on spending and brand loyalty. Kantar reveals a generation that are:

    Digitally dependent, yet conscious users of technology

    :: Centennials pick up their smartphones up to 30% more than over 21s and spend up to 35% longer on their devices during the day. Yet just over a third of global Centennials believe they use their phone too much.

    :: Centennials across France, UK and US are even more tied to their smartphones than the millennial cohort: on average Centennials spend 2.40 hours daily on their mobile device compared to an average of 2.12 hours by Millennials.

    :: Centennials are quick to move on if a brand experience doesn’t provide what they want or need; 62% will not use an app or website that is hard to navigate, and 63% say they’ve installed an ad blocker on their mobile phone or desktop.

     

    Increasingly influential on family purchasing decisions

    :: Families are looking to their youngest members to gather product information, compare reviews and advise on the purchase process; up to three quarters of Centennials report influencing major family spending decisions.

    :: This trend is most prevalent when looking at purchasing decisions made across the food and beverage (77%), furniture (76%) and household goods sectors (73%).

     

    Using social media differently from previous generations

    :: The way they use social sites differs from previous generations, with Facebook used by Centennials for on an average of 11 minutes per day, compared to Snapchat (30 minutes), Facebook Messenger (28 minutes) and Twitter (22 minutes).

    :: Online, Centennials are more likely to identify with their social media personas than other generations, with 61% admitting that the things they post say a lot/something about them, compared to 56% of Millennials.

     

    As Centennials age into young adulthood, they will reshape categories and upend industries. Understanding this generation’s values and motivations is key for brands as Centennials take the reins and drive global markets.

     

    The report summary can be downloaded at http://www2.kantar.com/l/208642/ials-at-21—Kantar-Report-pdf/821dx

  • The agency is currently testing the Beta version of the tool for its key clients across automobile, apparel, appliances and technology

    Isobar India launches new content tool

    By A Correspondent

     

    Isobar India has announced the launch of Viewcent, a solution tool in video-strategy for businesses that aim to win the maximum yet relevant eyeballs.

     

    Gopa Kumar

    Commenting on the launch, Gopa Kumar, Executive Vice President, Isobar India said: “At Isobar, we are constantly looking at developing tools which can help bring transparency in our brand marketing efforts. viewCent is one such tool that will be a one-stop video strategy solution for brands. viewCent will reflect the future of the content-consumer engagement and how well can that video resonate with its audience. This will help brands stay one step ahead of the curve by pre-empting trends and help take data-driven media decisions to improve media efficiency. It will also help build some science into the age-old question of whether a particular content will go viral or not.”

     

    Aditya Kaul

    Added Aditya Kaul, Senior Director- Insights & Analytics: “Ability to pre-empt and quantify the viral potential of content opens up a plethora of business solutions for brands. These opportunities span from prolific content creation and effective media decision making to keeping an eye on competition and ensuring brand safety.”

     

     

  • Launches #YoungandResponsible campaign, partnering with young music sensations – Arjun Kanungo & Jonita Gandhi

    HDFC Life opts for music to connect with millennials

    By A Correspondent

     

    HDFC Life Insurance Company launched the second edition of its campaign #YoungandResponsible. Through this campaign, HDFC Life aims at busting the myth that young millennials are reckless and irresponsible and endeavours to set straight the record on how the youth have been misunderstood over the years.

     

    This year’s theme focuses on young individuals who have pursued careers of their choice and are successful in their respective fields. The company has also identified music as the key affinity hook to connect with the generation. Music is known to cut across barriers of age, religion and language, connecting people from all walks of life and is highly popular with youngsters.

     

    Said Pankaj Gupta–Chief Marketing Officer & Head, Strategic Alliances, Bancassurance (ex-HDFC), & Speciality Direct Sales: “Our research data clearly shows that the Young Millennial is extremely smart and in fact, better at long term planning for their goals and aspirations, compared to the previous generations. This is contrary to the generic perception. The findings inspired us to challenge the stereotype and launch the #YoungandResponsible campaign last year, which struck a chord with this generation. We aim to reach out to them again through music in this campaign – encourage them to do what their heart desires while raising awareness about financial planning, which will give them the confidence to pursue their dreams and aspirations.”

     

    Added Devraj Sanyal, Managing Director & Chief Executive Officer of Universal Music Group & EMI Music, India & South Asia: “Music is a pulse which connects the youth and HDFC Life effectively uses this as a medium to share their message. It has been an insightful collaboration where we got a chance to understand and share our expertise to create a track which is aspiring to break age old dogmas about the young being reckless.”

     

     

  • Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes

    HIL promotes Birla Aerocon in new brand campaign

    By A Correspondent

     

    Birla Aerocon, the green building solution brand from the house of HIL Ltd, has announced the launch of its new campaign ‘Naam Birla Dekhke Lena’. The TVC showcases the superior quality that Birla Aerocon offers in the category to its customers.

     

    Conceptualised by Ogilvy, the TVC is a take on the problems caused by leaking pipes. Said Dhirup Roy Choudhary MD & CEO HIL Ltd: “Birla Aerocon Pipes and Fittings, from the house of HIL, is a world-class product that is made with TrueFit Technology which ensures leak-proof pipes and fittings. Our latest campaign for Birla Aerocon pipes and fittings showcases the trust Birla as a brand entails, which is world renowned and is associated with top quality products. Our products cement the same trust amongst all our channel partners through our superior quality of pipes and fittings. Through the campaign, you can see how together with our products we are building the trust and happiness amongst customers and plumbers alike.”

     

    Added Nilay Moonje, Group Creative Director, Ogilvy Bangalore: “When it comes to repairs or fitting pipes we rely on the word of the experts in the field, the plumbers. We thought, what if, we made the plumber our hero who is a victim at the hands of an ordinary pipe and so, in turn, communicate the reliability and assurance of Birla Aerocon Pipes. We stumbled upon this hilarious idea of a plumber who literally puts his name and reputation on the line and the consequences he faces as a result of his reliance on an ordinary pipe. The message of the story is meant to hit, in this case, both ends of the pipe – the plumbers and the home owners too.”

     

     

  • He has been the planning lead on brands like Airtel, Hero Motocorp, etc to name a few

    JWT elevates Shujoy Dutta as Head of Planning, Bengaluru

    By A Correspondent

     

    Shujoy Dutta

    Shujoy Dutta has been appointed as the Head of Planning for J Walter Thompson’s Bengaluru office. Dutta has been with J. Walter Thompson for over nine years and in his last role at JWT Delhi, he has been the planning lead on brands like Airtel, Hero Motocorp, etc to name a few.

     

     

    Bindu Sethi

    Announcing the appointment, Bindu Sethi, Chief Strategy Officer, J Walter Thompson said; “Shujoy, is an author and a story teller. The humans in his stories are people you want to love or trample; the response is strong and emotional. He constructs his brand stories to get noticed, to shift behavior. Shujoy, is a treat for clients and colleagues. I look forward to seeing Shujoy build strong brands and stronger client relationships.”

     

    Commenting on his new role, Dutta said; “I’m very excited about my new role. This city has tremendous potential and JWT Bangalore packs in significant Creative firepower. So, I look forward to forging new partnerships and creating a bouquet of memorable work, and of course, consuming lots of filter coffee.”

     

     

  • Portfolio includes leading brands like Discovery, Discovery Adventures, Animal Planet & more

    Discovery appoints Black White Orange as India licensing agent

    By A Correspondent

     

    Black White Orange Brands announced their appointment by Discovery, Inc. as the licensing agent for the Discovery brand in India. Black White Orange will work with Discovery to bring their brand extension and merchandise programme to life, notes a communique.

     

    Said Ian Woods, SVP International Licensing, Discovery: “We’re excited to be partnering with Black White Orange and look forward to the innovative ideas they will bring to our brand extension program, providing consumers in India with a direct connection to Discovery through a range of products,” .

     

    Added Bhavik Vora, Founder & CEO, Black White Orange Brands: “We are thrilled to be part of the ongoing success of Discovery. We look forward to delivering creative brand licensing opportunities and building on Discovery’s existing reputation with a broader consumer base. The unique brand position that Discovery has created over the years, on top of the remarkable brand awareness, provides an exciting foundation upon which we will build the brand extension solutions.”

     

    The first launch of official Discovery merchandise and consumer products is expected to hit stores by the early 2019.

     

     

  • Digital's share of total global OOH adspend is expected to rise to 37.3 per cent

    Warc report predicts digital OOH spend to reach $14.6bn this year

    By A Correspondent

     

    Spend on digital out-of-home advertising (DOOH) — i.e. video content and/or digital signs located in high traffic public locations such as high streets, airports, bus shelters, subways and malls — is expected to grow 10.1 per cent each year between 2018 and 2021, accounting for the entirety of growth in the out of home (OOH) market as spend on traditional sites begins to decline from next year.

     

    Digital’s share of total global OOH adspend is expected to rise to 37.3 per cent — or $14.6bn — this year, up from 34.8 per cent in 2017, 32.4 per cent in 2016 and 22.7 per cent in 2012. The rapid growth of DOOH is driven in part by the higher cost-per-thousand (CPM) the format commands, but also the rising penetration of digital panels and the opportunity to combine data-driven targeting with powerful, dynamic creative.

     

    It further states that major providers are accelerating investment in digital sites, and this will further fuel growth over the coming years. JCDecaux is building on its existing base of 59,744 digital screens worldwide with the ongoing digitalisation of street furniture in New York, Chicago and London. Clear Channel added 450 new digital screens last year, taking its global total to 14,510, while Lamar intends to add 300 screens in 2019, adding to its existing base of 2,800.

     

    In terms of markets, adspend figures from the latest AA/Warc Expenditure Report show half of UK’s OOH ad investment is expected to be spent on digital sites this year, equating to £593m ($770m). Magna forecast spend in the US to reach $1.2bn, up from $582m in 2012. The Direct Place-based Advertising Association (DPAA) believes $100m of this will be traded programmatically, up from $65m in 2017.

     

    In Germany, where Google is exploring DOOH opportunities, spend is expected to reach $285m — 18 per cent of the OOH market and more than double the amount invested two years ago; and in France, the share is forecast to be 11.9 per cent ($183m) this year.

     

    Data from the Outdoor Advertising Association of America (OAAA) show that digital billboards now account for 21 per cent of all billboards in the country, and research by Nielsen show that approximately 60 per cent of US consumers see a digital billboard each month and 37 per cent see one each week.

     

    In the UK, DOOH plays a core role in the daily commute, generating £152m in adspend for Transport for London. The power of the medium is such that Global, UK’s largest commercial radio group, recently moved into the DOOH sector by acquiring Exterion, Primesight and Outdoor Plus, gaining 30 per cent in market share.

     

    A strength of DOOH is the delivery of dynamic creative, using real-time and predictive triggers to ensure the most relevant ad is surfaced to the right people, in the right place, at the right time. The rise of digital screens, particularly on the high street, gives advertisers more choice in where and when their ad is placed, while the creative itself — especially if video — can be powerful.

     

    Said James McDonald, Data Editor, Warc: “The combined power of digital out of home and mobile location data can be used to add greater targeting capabilities to a broadcast medium, serving programmatically-traded creative by the hour to the right people, in the right place, at the right time. This is an enticing prospect for advertisers looking to leverage digital’s strengths without the risk of ad blocking, fraud, and risk to brand safety.”