MxMIndia

Category: MARKETING

  • Brand awareness and lead generation are the primary goals for most brands

    Digital Marketing Industry report highlights future trends

    By A Correspondent

     

    Digital Marketing agency Social Beat recently unveiled its report ‘The Digital Marketing Industry Report 2016’ in India. The report is based on a survey conducted in May-June 2016. A total of 376 CMOs and Marketing Heads across India participated in the survey. The companies that participated in the study were from various sectors and verticals including e-Commerce, FMCG, Media/Entertainment, Healthcare, Education, Real Estate, and Travel.

     

    Vikas Chawla

    Speaking on the report, Social Beat Co-Founder Vikas Chawla said, “The report highlights the rise of digital marketing, though brands continue to use television and print mediums to have a 360-degree approach. It was encouraging to see that 87% of the brands surveyed leverage digital marketing. While brand awareness and lead generation/sales seem to be the primary goals set by the CMOs, digital marketing is increasingly being leveraged for Customer Engagement (46%) and customer service (35) too.”

     

    The responses from the survey indicate that digital marketing spends are about one-third of the total marketing spends. The results here are considerably different from the IAMAI – IMRB International Report which pegs the digital spends at 12 per cent of the total marketing spends.

     

    Speaking about the survey, Suneil  Chawla, Co-Founder of Social Beat, said “Around 10 per cent brands surveyed spend more than Rs. 1 crore annually on digital marketing while around 50 per cent brands spend more than Rs. 6 Lakhs annually. Overall, 20 per cent brands plan to increase their digital marketing spends by 25 per cent in the next financial year. This is important in the context of growing internet and digital penetration in India – brands understand that digital is the way forward. With an expected 500 million internet users in India by 2017, brands understand the massive opportunity to reach out to their consumers.”

     

    David Appasamy, who has recently joined Social Beat as Head of Brand & Strategy, added “The survey reflects the growing acceptance of digital platforms as an excellent means of engaging meaningfully with consumers, generating leads and increasing sales. It was particularly interesting to see that the digital marketing channels are already contributing to more than 30% sales for at least 40% of the brands surveyed.”

     

    Tracking Return on Investment (ROI) is the biggest challenge being faced by brands, closely followed by content creation, quality lead generation and attracting talent. Currently, CMOs are using Sales / Leads, Engagement, Brand Reach and Mentions as the metrics to track the effectiveness of their campaigns.

     

    Most of the respondents said they focus on Social Media Marketing, Search Engine Optimization, Content Marketing and Emailers for marketing their brand online. Not surprisingly, Facebook (89 per cent) and Google (78 per cent) have emerged as the most popular platforms followed by Twitter (56 per cent) and LinkedIn (51 per cent). Penetration of smartphones, faster internet connectivity and interesting video content have resulted in 51 per cent brands targeting YouTube for marketing their brand. It would be interesting to track the growth of newer channels like Instagram and Snapchat in India for brand marketing in the near future.

     

    Vikas added, “Most of CMOs that took the survey felt that they there is a lot of scope for improvement in quality lead generation, result tracking and creative campaigns. This presents a massive opportunity to digital marketers to fill the gap and help leverage the digital medium more effectively for brands”

     

  • Amazon Fashion's new campaign created by Ogilvy Bangalore

    Amazon talks to the youth with ‘Citizens of Fashion’ pitch

    By A Correspondent

     

    There was a time when you could tell by a person’s clothes if he was from the city or a small town. Now you can’t. Today, youth across metros, cities and small towns have access to top national and international fashion brands that reflect their global aspirations and style. Based on this insight, Amazon Fashion’s new campaign shows how fashion has become a unifier and a language that bonds Indian youth into a cult called ‘Citizens of Fashion’. A 3600 degree campaign encompassing TVC, Digital, Print and OOH, Citizens of Fashion portrays the new Indian youth who remain rooted within, but are breaking traditional stereotypes with their sense of style.

     

    Shot in Varanasi, the two commercials show how Indians in every nook and corner are becoming increasingly fashion aware. Created by Ogilvy & Mather Bangalore and directed by Arun Gopalan of Storytellers Productions, the films are set to foot-tapping music and have slick cinematography.

     

    Azazul Haque, Executive Creative Director, Ogilvy Bangalore said: “Fashion belongs to everyone. It belongs to those who live in Paris. It belongs to those who live in Banaras. All you need is the desire to look stylish and fashionable. Amazon Fashion wanted to celebrate these citizens of fashion who live everywhere. In small towns. In big cities. Amazon Fashion wanted to become the destination for anyone who is seeking the latest style and famous fashion brands, online.”

     

    The idea was to make brand Amazon Fashion edgy yet relatable. Extremely fashionable yet mass. So came the idea of Parispur and Rioganj. People who are extremely fashionable yet earthy. The contrast of people in an extremely relatable backdrop behaving like the mass of India but dressed in high fashion clothes. People who turn Kamalapur to Parispur and Raiganj to Rioganj. People who are the citizens of fashion.

     

    Arun Sirdeshmukh, Head of Amazon Fashion said: “Amazon Fashion is one of the fastest growing stores on Amazon.in with a wide selection of over 2 million fashion products available across categories. Our fashion store has now become a one-stop destination that offers engaging fashion editorials, curated selection and a wide range of top national and international fashion brands. The new campaign reinforces our transformation vision in India as we bring the latest and exclusive in fashion to the doorstep of our fashion savvy customers across the country, including tier2/3 cities.”

     

    Apart from the two TVCs, the campaign also includes a 95second digital film – a fashion manifesto that talks about a set of beliefs and attitudes, Citizens of Fashion live by. There’s also a first of its kind activation idea being executed. Watch out, Citizens of Fashion are going to surprise you again.

     

     

     

  • The Beer Cafe has introduced a new integrated marketing campaign to celebrate consumer’s #LoveForBeer

    #LoveForBeer urges consumers to profess love for their favourite brew

    By A Correspondent

     

    Started with a vision to proliferate a fun and responsible drinking culture, The Beer Café has the largest collection of beers under one roof. It has over 50 brews from 18 countries and is a key stakeholder in the beer culture of the country, facilitating knowledge and a deeper understanding of the world’s third most consumed beverage. This campaign is about helping enthusiast discover, nurture and share their unconditional #LoveForBeer.

     

    Conceptualised by Dentsu India, it is an expression and philosophy that stands for the love and passion a beer enthusiast feels for his mug, or pint. Aligned with the marketing strategy, the ads depict different themes from travel to relationships all highlighting one’s love for their favourite brew and how The Beer Café is equipped to catalyse more passion great beer.

     

    Commenting on the campaign, Rahul Singh, Founder and CEO, The Beer Café said, “People are caught up with chaotic lifestyles and often forget to pause, take a break and just relax. Beer can make a bad day better and a good day great. Our new campaign reflects the enormous variety of beers we have, offering guests a truly world- class beering experience right in their neighbourhood. One can drop in every week and savour a different beer on each visit. We are also using technology based features to engage and educate consumers, helping inquisitive beer enthusiasts distinguish their lagers from their ales.”

     

    The campaign rolled out with out-of-home advertising in Mumbai and radio across major cities Mumbai, Pune, Delhi NCR and Bengaluru. Followed by print advertisements in a leading national daily. The month long promotions will also go live on the company’s digital platforms- Facebook, Twitter, Instagram and other partner websites as well. It will be sustained through contests and giveaways on social media. There will also be in-store engagement activities to establish a direct connect with patrons and invite them to share their #LoveForBeer.

     

     

     

  • Tata Salt has tied up with India Olympics Association (IOA) as a sponsor of Indian Olympics contingent

    Tata Salt campaign cheers Indian contingent to Rio

    By A Correspondent

     

    Tata Salt recently launched a significant campaign, “Namak ke Waastey” that aims at catalyzing conversations and generate mass support for the Indian Olympians. While sport has been a binding force that transcends the social and economic barriers to unify the citizens of the country, we as Indians have been sparing in terms of showing our love and support towards only a few sports. Often coming from humble backgrounds, our Olympians tirelessly work towards their goal of winning a medal for the country, with minimal support due to their sheer passion for sports and love towards the country.

     

    Tata Salt has tied up with India Olympics Association (IOA) as a sponsor of Indian Olympics contingent and is dedicated in generating awareness about less sensational sports and win mass support for the players representing the nation at Rio this year. While the campaign brings forth their stories of hard work, determination, hope and most of all, the pride of representing India at the Olympics, the objective is to spark the change from indifference to mass support amongst a nation of 1.2 billion people.

     

    “Namak ke Waastey” is a step forward in Tata Salt’s journey of augmenting consumer trust over the years, through innovative brand building and distinctive campaigns. The campaign supports Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics at the age of 19; Babita Kumari, the young wrestler who won gold at the 2014 Commonwealth Games; Inderjeet Singh, the shot putter who brought India gold at the Asian Athletics Championships in 2015; and Avtar Singh, the judoka who bagged gold 2016 South Asian Games in their efforts to represent India at a global level. The campaign went live earlier this month with a series of videos, expressing the athletes’ undying spirit and passion to win. The videos have been crafted in a manner which instills a sense of empathy, pride and drives the nation to unite and support these athletes.

     

    Expressing his pleasure on supporting the inspiring heroes, Sagar Boke, Head- Marketing, Tata Chemicals Ltd. (Consumer Products Business) stated, “Over the last three decades, Tata Salt has gained the stature of ‘Desh ka Namak’. Taking this philosophy forward, the brand would play role of a catalyst to fuel the conversations around the topics that are important to the nation. Our campaign on Olympics is an effort in that direction. The brand Tata Salt intends to generate support for Olympians by virtue of its connect, stature and reach across the nation and gather millions to cheer for Indian Olympics Contingent representing India at Rio. The stories of people like Shiva Thapa, Babita Kumari, Avtar Singh and Inderjeet Singh are very inspiring. It is very important to acknowledge and highlight the efforts of these people. I am touched and inspired by these stories. We also intend to generate conversations around the individual sports, hardwork that goes into making of an Olympian and lastly, how can citizens contribute to bring more cheers to the country.”

     

    The brand signed up with lesser known faces for the campaign with the intention of providing them well deserved recognition and appreciation. “Namak ke Waastey” is a marketing campaign that employs digital and social media, radio, TV, and activation to get its message across to the masses. Through its wide distribution base, Tata Salt Limited edition Olympics packs will reach out to over 7cr households across the nation with a call to action, where consumers can give a missed call and record their wishes to support the Indian Olympic contingent. Tata Salt will also be releasing a series of digital behind the scenes infographics and pictorials on social media platforms to amplify the message of support and nationalism. Focusing on rigorous workouts, diet plans and hectic schedules, the posts showcase their drive to achieve the dream of coming home, to cheering crowds, as champions who have been able to raise the Indian flag on foreign grounds and have been able to withhold the honour of the country and themselves. These athletes are a true epitome of the values of integrity and loyalty that Tata Salt stands for. This will be followed by a stream of content like Olympic facts, discussion on Olympics by eminent personalities etc.

     

    Speaking on the campaign, Vikram Menon, President & Country Head, Ogilvy One India stated, “A massive number of Indians do not support, or even know about the Olympians who represent India on the global platform. We all know our popular sport persons’ names and their backgrounds, but how many of us really know our Olympians names, their sports, backgrounds, their challenges and difficulties? These Olympians have made immense sacrifices and qualified to represent our country, as 1 person from over a billion people who are good at a rarely heard of sport. The ideation for this campaign started with the need to support the journey of these Olympians and cheer them for representing India. We are extremely pleased to partner with Tata Salt and created the series of digital videos which aims at giving our viewers a reality check on the story of these athletes and to encourage people to support their journey to the Olympics.”

     

    Tata Salt is also the title sponsor for the marathon, “The Great India Run: Jeet Har Kadam Par”, which is symbolic of sportsmanship and the mass support for Indian Olympians at Rio. The aim of these interactive initiatives is to garner maximum encouragement from the country, spread awareness about budding sportsmen and encourage interest in sports other than cricket.

     

  • The campaign drives the message of ‘Protein inadequacy in our daily diet’ through Broadcast, Digital, Out of Home, Social Media and Experiential Activations

    Protinex makes a health plea with #SomethingMissing

    By A Correspondent

     

    Nutrition brand Protinex, has launched its new integrated marketing campaign #SomethingMissing. The campaign is aimed at creating awareness of protein inadequacy in Indian diets and busting the myth that ‘regular daily diet is enough for daily needs of protein.’

     

    The #SomethingMissing campaign kicked off on 20th July with a teaser leg to pose a question to the Indian masses ‘Could there be #SomethingMissing in your daily diet?’ This messaging has been carried out across multiple consumer touch-points like television, out of home, digital and experiential activations. #SomethingMissing surprised viewers with a unique media innovation, with multiple silent ad spots during super prime time on leading news channels last week. A dedicated website has been launched to build consumer engagement and share informative content. With a highly engaging activation idea ‘’Selfie with Dabba (Tiffin)”, this initiative has been able to amplify engagements across TV, digital, on-ground and radio in a truly integrated manner.

     

    The TVC celebrates the value and taste of a home cooked meal. However, it also highlights the possibilities of protein inadequacy in our daily diets and its consequences like fatigue and weakness. Protinex is positioned as the protein expert to partner daily diet for the entire family. The creative agency behind this campaign is Taproot India.

     

    Himanshu Bakshi, Marketing Director, Danone Nutricia said, “Majority of people assume that home cooked food meets all our daily nutrition requirements, which is a myth. Many researches have shown that the average Indian diet might lack in providing adequate protein, necessary to support healthy lifestyle and overall well-being. Through this campaign, Protinex is making an effort in building awareness about this important fact.”

     

    Pallavi Chakravarti, ECD, Taproot Dentsu said, “We Indians are foodies. Our associations with food are deep-rooted and diverse. But while we romanticise wholesome ghar ka khaana, we overlook the fact that our meals are often insufficient in key nutrients like protein. This campaign aims to get people to realize this and supplement their daily diets with Protinex.”

     

  • How big brands are increasingly taking the experiential route to build a direct connect with the consumer

    BTL is big business

     

    By Anuka Roy

     

    The last time you visited a shopping mall, you would’ve noticed a huge soda can replica has been installed and a few people representing the soda brand are trying to convince you to taste the new drink and give your feedback. Or closer home, a small table of cookies has been laid out for you to taste outside the kirana shop because a popular biscuit brand has come up with an array of new and healthy range of cookies. Brands even organise games and contests in malls and other public places to connect with the consumers. These are few such examples of product promotions that happen these days.

     

    It is not just new or local or small brands which are taking such unconventional path to promote their products. Big brands are increasingly taking this route and spending more on marketing activities which have a direct connection with the consumer and the target audience. These activities are not restricted to food brands or FMCG companies, even the financial sector and automobile sectors have been investing in it for quite some time.

     

    “I think the bevy of experiential marketing have stood up on its own feet. It has a lot more to accomplish and go forward but we know that now it has set a stage that this industry in itself can be self-sustaining and can be called an industry. In the past it used to be that very few brands believed in engagement. They were more looking at reaching out to masses at an economical cost. But the shift is moving in to sustenance relationships with brands,” said Mandeep Malhotra, Founding Partner and CEO, The Social Street about the arrival of BTL or experiential marketing in present scenario.

     

    These on ground promotions and events are known as ‘brand activation’ in marketing lingo. They are unconventional advertising activities, called below the line (BTL) advertising, and in certain companies, have more stakes than popular advertising activities.

     

    “Normally, if I look at an FMCG company it would have 14-15% in BTL but for us it is critical. In our business, you do not have people who keep coming in to your stores just for browsing. They will come in if they have a need for furniture. And, as a brand we are not present in high footfall zones. So, you will not find Godrej Interio stores inside a mall. They are always kept independently outside.  The objective is to ensure that the people who have a need come in there,” says Bedraj Tripathy, AVP, Marketing, Godrej Interio ,  the furniture division of Godrej and Boyce, about the amount that is generally spent on BTL activities.

     

    On the other hand, for the newly launched Himalaya Wellness, the wellness division of the The Himalaya Drug Company, BTL is the only way to go. Speaking about the same, SudheerSrinivas, the Marketing Manager of the company who looks after the wellness division, says, “The importance of retailing for our wellness range is because of many reasons. First, people today can afford and second, they think about their health more than anything today. Third, people have stopped being reactive and started being proactive over their health issues. Earlier when we used to go to a doctor we would spend Rs 50 maximum but today it is minimum of three to four thousand rupees. People today want a solution for their basic health care needs which they can pick it up along with their monthly shopping and they would want to make it a part of their lifestyle. So, BTL is very important for wellness care products.”

     

    Speaking about the sectors which have adapted well or are trying to use BTL advertising to its full potential, Rajesh Grover, Managing Director, Viscomm presents a very interesting view. He says, “Experiential marketing is basically the present and the future. The main reason is that brand spends have decreased, a lot of brands are weary of spending on ATL activities because the future is very uncertain and economy is very uncertain. To connect directly with the consumer experiential is the best kind of platform. I would say across all sectors. There is no specific sector where experiential marketing works. It works wonderfully in the rural segment, FMCG, automobiles, in services, so it is across sectors according to me. The only thing is as we go forward since digital is also becoming a very important platform because of social media and all of that, an integration of experiential and digital is the way forward. Agencies or brand need to focus more on the integration of digital with experiential. Monies have to invest in the right strategies in that space.”

     

    So, what are the activities that are done under BTL? To promote the Tata Sampann low oil absorb besan campaign titled ‘Ab Khao Befiqr’,  the company tied up with top 104 Vadapav stalls in Mumbai. This popular snack is considered unhealthy by some due to amount of oil used for it. “With this activation we wanted to encourage consumers to eat their favourite snacks and indulge without guilt. Tata SampannBesanabsorbs lesser oil as compared to the ordinary Besanand the tie-up enabled the consumers to witness this for themselves. We reached out to around five lakh consumers with this activity,” said the Marketing Head of Tata Chemicals Ltd (Consumer Products Business), SagarBoke.

     

    According to Sevantika Bhandari, Senior VP and Head Marketing, DHFL, as a housing finance company they are always in touch with the consumer. “We interact with the consumer inside his house by the way of our advertising, through digital, television and radio. As soon as he steps out we interact with him on transit medium with hoarding, press and newspapers. When he walks towards a large shopping area or a congregation of people, we engage with him on the ground with our people available in some form or the other undertaking the BTL activity. We engage with him on his mobile. We engage with him at a point of sale of his home with large building projects. So, the idea which is true for all marketers and true for DHFL as well is to engage with the customer wherever he or she is.  We also map all our activities according to that journey,” she says.

     

    But whether companies take the conventional advertising method or they invest in BTL, at the end of the day everyone is concerned with the ROI (return on investment). “The cost of acquisition from a reach point in this business will always be very high. It would not be as economical as a television or a print but then you need to put a balance between just reaching out to a number and really converting that person in to a fan or a consumer of your own product. There are two different objectives which are being met here but CPT (Cost per thousand) will never be achieved as efficiently as it would be on television,” says Malhotra.

     

    “Consumer engagement and brand recall. These are the two most important things for us. There is always a debate between biggest or best – and I can firmly say that we want to be the best. We’re a vibrant and authentic brand, and it comes to life through our product, our communication and really through everything we do. There is certain positivity about us and BTL is the more effective tool to help us with consumer engagement and through this – recall,” says Chaitanya Rele, Vice President, Marketing, Havmor Ice Cream about measuring the success of a BTL campaign.

     

    Even though this kind of marketing is on the rise and in some cases the only way to move forward for certain brands, but can it survive on its own without any help from the mainstream marketing methods or above the line advertising (ATL). Most of the experts are of the opinion that for certain products it can yield good results but that would take time. For the time being, BTL does require a certain push from ATL to be successful.

     

  • The month-long campaign will be across print, outdoor and online media

    K Raheja launches campaign for Raheja Visatas across media

    By A Correspondent

     

    Realty major K Raheja Corp has unveiled a major campaign for the last and 11th tower of its gated community Raheja Vistas in Mumbai’s Andheri East. The campaign is targeted largely at, double-income young families with children the age of 5-15 years; essentially employed in senior management seeking an improved lifestyle for their family.

     

    Conceptualised by Utopeia Communicationz, the campaign showcases the camaraderie of the residents at Raheja Vistas and offers buyers their last chance to be a part of the Raheja Vistas community.

     

    Vinod Rohira

    Speaking about the launch of the last tower, Vinod Rohira, Managing Director and CEO of K Raheja Corp, said “We do not build houses, we create destinations people would want to call their homes. With this offering, we fortify our commitment to deliver to our discerning clientele only the finest living experiences.”

     

  • Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi

    Cadbury rolls out another occasion-based communication for Choclairs Gold

    By A Correspondent

     

    Mondelez India has launched its latest occasion-based TVC for Cadbury Choclairs Gold, the center-filled chocolate éclair. As a part of the marketing campaign, Mondelez India has rolled out a new ad film conceptualized by L&K Saatchi and Saatchi. Backed by deep consumer insights, the new TVC targets the birthday celebrations segment with its ‘Birthday Pe Sirf Choclairs Gold’ campaign, encapsulating the memories of celebrating birthdays at school marked by the custom of distributing Cadbury Choclairs Gold amongst teachers and students.

     

    The TVC begins with two brothers leaving for school. The younger brother who plays the protagonist, appears to be apprehensive as he is celebrating his first birthday at a new school and has yet not made friends. The elder brother tries to cheer him up and hands over a Cadbury Choclairs Gold birthday pack to him. The protagonist’s fellow students slowly gather around him, wishing him and picking up pieces of the liquid chocolate candy. He is now happy with his peers and is further delighted when the school captain picks up a piece of Cadbury Choclairs Gold, calls him a champ and wishes him Happy Birthday.

     

    Amit Shah

    Commenting on the campaign, Amit Shah – Associate Director – Marketing – Gum, Candy & Beverages said, “Cadbury Choclairs Gold has been synonymous with the occasion of celebrating birthdays in schools. The center-filled chocolate éclair has been a popular choice for birthday celebrations in schools – this despite never having actively invested behind the occasion. Backed by deep consumer insights, the TVC aims to drive the sales of Choclairs Gold Birthday Packs tapping on this consumption occasion. It also aims at bringing back those nostalgic memories of distributing Cadbury Choclairs Gold on birthdays.”

     

     

    Delna Sethna

    Delna Sethna, Chief Creative Officer, L &K Saatchi & Saatchi said, “Every brief is a challenge. The solution to this one was staring at us all along. Cadbury Choclairs Gold has always been a popular Birthday candy brand, and the new TVC just reiterates this.  Coated in gooey caramel and oozing liquid chocolate! It’s not just any ol’ candy, its 100 pieces of nostalgia crammed in to the Birthday Pack.”

     

  • TVC focused at establishing a closer connect with the consumers

    Sachin pitches new brand message for Luminous

    By A Correspondent

     

    Luminous India has decided to go a step further with the launch of its latest television campaign and become a sought-after brand for power back-up solutions.

     

    In the new campaign cricketer Sachin Tendulkar, the brand ambassador for Luminous since 2010 is seen talking about Luminous’ legacy in illuminating lives. Through the new campaign, the company endeavors to depict the importance of power back up through a subtle yet heartwarming message by portraying the concerns of a child’s inability to study when there is no electricity in the house.

     

    The film elucidates a 6-year-old girl celebrating her birthday with her family and friends but worried about power cut instead of having fun with them. In place of eating the cake, she first picks up the candle on the cake and then runs towards her study table.  When the bewildered parents ask the young girl about it, she innocently answers saying that she needs it to study in case of a power cut later, making the situation embarrassing for the parents. At this point, Sachin Tendulkar appears with the message assuring the audience that the Luminous inverter and Battery gives long power back-up.

     

    Commenting on the latest ad film, Vipul Sabharwal, Managing Director, Luminous India, said, “Our presence in India for the last 28 years has given us an unparalleled understanding of the needs of our customers and we are convinced to be able to play an important role in their daily lives. Luminous has long being known for the trust it poses in its customers. Now, we want to step up and get closer to our customers. We have repositioned our brand, introduced new products and have a focussed approach towards our various businesses.”

     

    Elaborating on the thought process behind the campaign, Deepa Kirodian, Creative Head, Arms Communication, which is the creative agency behind the campaign, said, “Luminous came up to us with the idea that it wants to revamp its image in front of its customers and build a more solid bond with them. Being a power-backup solutions company, we had to think of power related issues that a common man faces everyday. The best part about this ad is that it is short and sweet but also hard-hitting.”

     

    The new TVC will be aired on various communication platforms including movies, Hindi news channels as well as Hindi movies, blockbuster movies and reality shows on mass channels. The new commercial will also be promoted on various digital spaces to give multi-media launch impact in the cities across the country.

     

  • Storytelling emerged as the winning ingredient for Indian viewers, with six of the ten ads running far longer than the typical 60-second television commercial

    Most popular ads of 2016 revealed… as viewed on YouTube

    By A Correspondent

     

    Google has released the YouTube Ads Leaderboard, a list of ads and promoted videos that resonated the most with Indian audiences during the first six months of the year. Showcasing the most engaging ads that people chose to watch, the ten ads clocked an astounding 4 lakh hours of watchtime, with over 60 percent happening on mobile devices.

     

    Storytelling emerged as the winning ingredient for Indian viewers, with six of the ten ads running far longer than the typical 60-second television commercial. Further, based on the average watchtime per ad, it is clear that customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey. Bajaj, Hitachi, Royal Challenge Sports Drink and Ariel have taken this approach, and captured people’s attention. Testament to this is that two of the ads on the YouTube Leaderboard have been recognised at Cannes this year. These are the Bajaj V film which won the creative agency, Leo Burnett a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category, and the Ariel ad for which BBDO India was awarded a Bronze Lion in the Creative Effectiveness category.

     

    Talking about the campaign, Soumya Das, DGM (Marketing), Bajaj Auto said, “The genesis of Bajaj V came from our passion to keep alive the legacy of the invincible INS Vikrant in the form of a bike that lakhs of Indians can ride with pride. We’re extremely happy to know that the entire nation appreciates what we did. Youtube as a platform, with its targeting capabilities has helped us to connect with our TG more efficiently and made this campaign a bigger success.”

     

    #1  “Bajaj V – The Invincible” - Bajaj Auto #2 “#Apni Dukaan” - Amazon India
     
    #3 “#BefikarBookKar” – Make My Trip #4 “Fan Anthem #PlayBold India” – Royal Challenge Sports Drink
       
    #5 “#Nothing Dirty ft. Badshah – Hitachi Home #6 “Mauka Mauka” – Star Sports
       
    #7 “Coca Cola Supermarket” – Coca Cola #8”Pepsi thi jeet gaya” – Pepsi
       
    #9 “#Share The Load” – Ariel India #10 “Samsung Galaxy S7 and S7 Edge – Samsung
       

     

     

    #1  “Bajaj V – The Invincible”

    Bajaj Auto

  • The film actor will endorse new range of Washing Machines and Refrigerators

    Madhuri to promote brand Intex as its new ambassador

    By A Correspondent

     

    Intex Technologies has announced Madhuri Dixit as its brand ambassador for its new range of consumer durable products. The superstar will endorse the new range, which are the latest additions to the already diverse portfolio of Intex’s consumer durable products.

     

    The actor has been signed for a period of two years. During this period, Madhuri will be seen in the company’s television commercials besides being the face of the company for a series of brand promotions and activations.

     

    “Madhuri is one of the finest actors in the country who is known for her commitment and excellence in whatever she does. Her innovative approach towards her work is defined by perfection and style. She is the perfect blend of talent, style and timeless appeal that compliments the legacy of our brand and the product portfolio. We are confident that her tremendous connect with the audience will help us in reaching out to our consumers more effectively,” stated Keshav Bansal, Director, Intex Technologies.

     

    Speaking about the association, Madhuri Dixit, said, “It gives me immense pleasure to be associated with Intex Technologies, a brand which is committed to provide stylish and best-in-class products to its consumers at competitive prices. I look forward to being a part of brand Intex and its fascinating growth journey in the country.”

     

    Intex Technologies is a 20 year old brand that has grown steadily through the years by providing innovative products and services to consumers across a wide spectrum. The company is present in categories including smartphones, feature phones, wearables, LED Televisions, washing machines, multi-media speakers, IT peripherals and mobile accessories.

     

  • The brand is known for redefining the concept of innovation

    CavinKare ropes in Irrfan Khan as the brand ambassador

    By A Correspondent

     

    FMCG major CavinKare Pvt. Ltd. has roped in Irrfan Khan as the brand ambassador for its shampoo based hair colour – Indica Easy.

     

    Speaking on the association, CK Ranganathan, Chairman & Managing Director, CavinKare Pvt. Ltd. said, “We are extremely glad to have Irrfan Khan represent Indica Easy. He personifies the brand, its core values and we have recognized a great synergy between him and our brand. The ideal blend of style, youthfulness and innovative performances makes Irrfan the right choice for being the face for Indica Easy Hair Colour.”

     

    He also added “Irrfan Khan is a critically acclaimed Bollywood and Hollywood actor and is well known for his movies like Piku, Life of Pi and is also the recipient of the National Award for his movie “Paan Singh Tomar”. He has a very stylish and no-nonsense presence on screen and is known for delivering innovative performances. We felt that these qualities go in line with the core values of our brand. Indica Easy is for the stylish, smart consumer who wants to look young without facing the hassles of using a brush and bowl. The brand Indica Easy brings innovation on the table as it can be easily applied only with gloved hands. Therefore, it is a complete win-win product just as Irrfan Khan is on screen!”

     

    Added Irrfan Khan, “It is indeed a great feeling to be associated especially with Indica Easy Hair Colour, since the brand makes life so easy its consumers, that they neither need a brush or a bowl for hair colouring. The brand is known for redefining the concept of innovation and it is a wonderful feeling to be a part of the Indica family. I look forward to the activities planned ahead for the brand.”