MxMIndia

Category: MARKETING

  • Conceptualised by WATConsult, these 20 short videos are based on trending topics

    DBS Bank unveils multiple videos on YouTube

    By A Correspondent

     

    DBS has collaborated with José Covaco, an internet celebrity, for a series of 20 intriguing and funny videos as part of their campaign #LiveMoreBankLess. The video series, a first of its kind within the BFSI sector, is a part of DBS Bank’s association with the movie ‘Sachin: A Billion Dreams’ digital campaign.

     

    The videos, conceptualised by WATConsult have a witty take on popular topics like Bollywood, daily soaps, sports and technology.  Speaking on the campaign, Sheran Mehra, Head – Group Strategic Marketing and Corporate Communications, DBS Bank said, “Over the last couple of years, we have strived to break clutter and communicate our messages in an unconventional way. Content is the most trending word in marketing. Whilst everyone is speaking about content, the most important aspect is ‘being relevant’. Therefore being a part of a person’s day to day consumption of content is where the opportunity lies. Contextual pre-roll videos on trending topics infused with brand and product messaging has helped us present content in an interesting way. We are extremely pleased by the initial traction these videos have generated for us.”

     

    Added Rajiv Dingra, Founder and CEO, WATConsult: “With comedy being the most watched genre online, we conceptualized an exciting video series for this campaign with Jose. Contextually targeted media buying helped elevate the experience of these videos that infuse trending topics and banking features in a light-hearted manner.”

     

     

  • Predictions presented by DMAi's Content Marketing Council and curated by LinkedIn (Text + Video interviews)

    Top Trends in Content Marketing 2017

     

    By Santosh Jangid

     

    In India, digital buyer penetration is projected to jump from 43.8% in 2016 to 70.7% by 2020. Indian content marketers equally use social, blogs and newsletters and getting audiences to share brand content means appealing to their interests especially and B2B.  These are some of the highlights of the 2017 Content Marketing Predictions and trends report for India unveiled by DMAi’s Content Marketing Council that were curated by LinkedIn.

     

    The report hands out 10 trends that we may see in the content marketing world in the next year. Speaking about the report launch, Vatsal Asher, Co-founder and CEO, DMA Asia said: “It is a super exciting day for us and I am so pleased to announced on behalf of the International Content Marketing federation where DMAi is a member we are unveiling the first piece of detailed research around the state of content marketing and content marketing trends and predictions. We feel this is a big step to help our fellow marketers and the industry at large to know what is going to happen in 2017 in the world of content marketing on how marketers can leverage it and what is in store for brands and what are the consumers expectations from content marketing of brands.”

     

    On how the report will be beneficial for content marketers, Asher said: “Content marketing has evolved to have many definitions and marketers are struggling to find the right answer to content marketing. How do they do relevant content, how do they curate content, how do they disseminate content and in the fragmented media engaging relevant storytelling is still the norm. The methods of distributing content has changed. Businesses are fast adapting to this new methods, how consumers consume content, be it long form text, pictures and videos and the content beyond the conventional text, pictures and videos. So, be it experiential, be it on ground, digital or offline, there are variety of ways in which content is being consumed by consumers and to make the connection with consumers at the micro moment of truth is the test. Our report gives insight to how marketers can look at some of these challenges, what are their peers doing in India and across the world, what are the trends that are predicted by some of the content marketing professionals in India and abroad.”

     

    Said Virginia Sharma, Director Marketing Solutions, LinkedIn India on the report: “As chairperson of the Council, I am particularly proud of this piece of work as Content Marketing Council we should really represent the best of content marketing in the industry and the fact that we have been able to come out with a very compelling content piece in partnership with many different folks in the industry makes me very proud.”

     

    Further speaking on what trends we might see next year basis on the report, Virginia Sharma added : “The report has some great trends. I am particularly excited about argumented reality as well as videos but the one that captures my imagination is around user generated content and the growth of user generated content. There was a time when brands felt very strongly that they need to control the narrative and control the content that is generated about their brand. Highly professional produced videos, professionally written blogs was a very controlled mechanism. The fact that brands are getting more comfortable that maybe the brand is not in their control but it’s actually in the control of their advocates and users and will talk about it in the way they see it fit means that content marketing really has an opportunity leveraged user generated content which is really gonna be one of the trends.”

     

    Jyoti Kumar Bansal, Managing Director, PHD shared her views on the report from a marketer’s point of view by saying: “Content has really become the buzzword with marketers for sometime now and the predictor obviously becomes like a support for us to how things are going. the big challenge that we face as marketers and advertisers is to get enough understanding of how to actually utilise it to really put our brand messages to our consumers while still keeping it interesting, relevant and entertaining for them because otherwise it becomes too much of a plug-in and that’s where reports like this come in helpful because once we know where the consumers are, it’s easier for us to create stories that engage consumers and still gets our brand message across in a subtle and relevant manner to them.”

     

    LinkedIn – The Top Indian Content Marketing Predictions for 2017

     

     

  • With Indulekha, the digital agency adds another feather to their cap along with a growing list of clientele across categories

    The Glitch wins digital mandate of Indulekha hair oil

    By A Correspondent

     

    Sunetro Lahiri

    Digital agency Glitch has bagged the mandate of hair care brand from Hindustan Unilever - Indulekha. As part of this mandate, the agency will handle the digital advertising and social media marketing, content production and reputation management for the brand.

     

    Speaking on the win, Sunetro Lahiri, Creative Director at The Glitch said: “The exciting thing about a homegrown brand like Indulekha is the sheer visual playground we get to play with when it comes to crafting the language. Visual or verbal, the tenets of Ayurveda and its affectivity make for a rather rich canvas… and that’s the most exciting part for any creative personnel.”

     

    Prachi Maroo

    Glitch Business Director, Prachi Maroo, also added, “It’s a great privilege to be tackling an array of hair care and styling brands ranging from the premium to the zany, and this addition only makes things more challenging and fun. We have been handling varied set of brands such as Set Wet, Tresemme, Bed Head by TIGI and Ayush in the hair portfolio. With Indulekha, our next step is to make sure the brand is perceived as the game changer that it truly is.”

  • Focuses on High Definition TV Viewing for regional subscribers

    DishTV adds new regional HD channels on its platform

    By A Correspondent

     

    Catering to the demand of regional viewers and bringing them under the HD umbrella, DishTV has added three new regional HD channels to its HD offerings. With addition of these channels, DishTV encourages regional language subscribers to opt for HD TV viewing in their preferred language such as Marathi and Bangla.

     

    Announcing this new development, CEO Arun Kapoor said, “DishTV has always taken the lead in enhancing the value proposition and believes in providing the maximum and the best in entertainment to its subscribers. Our endeavour is to increase affinity with our audiences by providing them the choice of content they would like to watch.  With a sharp focus on regional language content, the move aims at connecting strongly with the regional language subscribers. Addition of three new regional HD channels will not only strengthen our presence in the HD space but will also diversify our offerings.”

     

    The newly added channels from DishTV include Zee Marathi HD, Zee Bangla HD and Colors Marathi HD. With these additions, DishTV has taken the total count of HD channels on its platform from 56 to 59. DishTV’s newly added channels will be available to the subscriber for a free preview till December 28, 2016.

     

  • The objective of the campaign is to compel the youth to rethink their financial dependency on their parents for their wedding

    BankBazaar.com campaign urges youth to “#PlayYourPart”

    By A Correspondent

     

    BankBazaar.com has unveiled a video film as part of their unique digital campaign for the wedding season, #PlayYourPart. The objective of the campaign is to compel the youth to rethink their financial dependency on their parents for their wedding. With this #PlayYourPart campaign, the company aims to disrupt the traditional mentality when it comes to financing weddings.

     

    While describing the concept, Prince Thomas – Head Brand Marketing at BankBazaar.com said: “The independent, earning youth of today is already depending on the online media for their financial essentials in every sphere from shopping to paying utility bills – be it in the form of internet banking, wallets, or credit and debit cards. With the #PlayYourPart campaign, we wanted to reach out to them to convey that finance is not just for the day-to-day essentials but also the once-in-a-lifetime experience, such as their own wedding.”

     

    Speaking about the digital campaign, Adhil Shetty, CEO & Co-founder BankBazaar.com, said: “Wedding seasons are a busy time with a lot of traction from customers across the country looking for financial products across categories. So this was the right time for a campaign that underscored the emotions of the season and made the viewers connect with an idea that is empowering and disruptive at the same time – that of funding at least part of your wedding yourself. We believe this campaign will help us build a connect with the right audience at the right time in the right manner.”

     

    The new digital advertising campaign will be promoted across various digital platforms like Facebook, Twitter, YouTube, and Instagram.

     

     

  • AtHomeDiva aims at simplifying beauty solutions for consumers by offering a full range of at-home beauty and styling services

    AtHomeDiva communicates about beauty problems of women

    By A Correspondent

     

    AtHomeDiva, Quikr’s on-demand at-home beauty services brand has rolled out a campaign encouraging women not to wait to look great. Created by Dentsu Webchutney, it consists of a series of videos showing the stories of three women who are at different stages of life, sharing a variety of reasons on why they tend to postpone their salon time. Never-ending household tasks, pregnancy related fatigue and the unwillingness to step out after a hectic week are some of the reasons. Through the series, Webchutney precisely highlights the times when going to a salon for women isn’t as easy as it sounds and successfully positions AtHomeDiva as an easy and convenient option.

     

    AtHomeDiva aims at simplifying beauty solutions for consumers by offering a full range of at-home beauty and styling services including hair, skin and make-up by qualified beauty professionals. From quick skin beauty rituals to relaxing spa sessions, the brand doesn’t fail to spin a surprise for all the women who often wished they could get their salon home. The best part? They always have exciting special packages for all your beauty needs.

     

  • In addition to this, a significant technology upgrade has brought in seamless streaming on 2G networks ensuring an uninterrupted playback

    Hungama Music launches original audio series ‘Mera Wala Music’

    By A Correspondent

     

    Hungama Music has launched a host of new programming initiatives and an application upgrade that offers a new experience for music lovers and subscribers of the service. Mera Wala Music – an original audio series unveils the story behind your favourite artists’ music. Launched with the first four artists namely, rapper Badshaah, Punjabi music sensation Diljit Dosanjh, ace composer Mithoon Sharma and talented singer Palak Muchhal – Mera Wala Music will bring the listeners closer to their favourite celebrities and their music. Each month a new set of artists will share their untold stories and relive the quirky, happy, fun moments behind some of their most loved tracks. Coming up next in this series are interesting anecdotes from Ayushman Khurana, Hard Kaur, Salim-Sulaiman and many more.

     

    Bolstered with a line-up of new content, the Hungama Music app hosts a lot of new features. The new app has been designed keeping in mind the nativity of the iOS ecosystem and has a cleaner and sleeker look with simple and intuitive user journeys offering an elevated in-app experience. In keeping with the belief that “Offline is the new Online” the app has revamped the offline experience further. The new iOS app gives users an option to download a complete playlist that is available for offline playback as against the erstwhile listing of individual songs. Hungama Music is powered by a recommendation algorithm that recommends music based on users consumption habits offering the user an endless music experience. The video experience has been augmented with a mini-player that allows users to surf the app while the video continues to play simultaneously. In addition to this, a significant technology upgrade has brought in seamless streaming on 2G networks ensuring an uninterrupted playback.

     

    Speaking about the new and improved Hungama Music app, Said Siddhartha Roy, CEO – Hungama.com: “Hungama Music has undergone a complete experience upgrade. The app is packed with a lot of new programming, feature updates and an enhanced experience for the consumers. We have expanded our original content offering and have brought on board the biggest Bollywood celebrities to share their exclusive stories with the listeners who are passionate about their music and everything around it.”

     

  • EMSinteracts intelligently across a number of channels. With its flexible campaign management, the platform provides optimized interactions across touch-points

    Experian Marketing Suite enables brands to create and deliver authentic customer experiences

    By A Correspondent

     

    Experian has launched its Experian Marketing Suite (EMS), an end-to-end marketing solution that enables brands to create and deliver authentic customer experiences across multiple channels for Indian brands. EMS allows brands to identify and profile customers better, while providing added intelligence to gain a complete and current view of the customer.

     

    Paired with a flexible campaign management platform, EMSenables marketers to create personalised interactions in real time and increase the sophistication of their marketing efforts. Consumer insights and intelligence can be linked to a brand’s own data, making it available via every communication channel in a privacy compliant and secure manner.

     

    Commenting on this development, Kunal Tomar, General Manager, Experian Marketing Services, India said, “Through EMS, brands can truly put the customer at the center of all marketing efforts. Brands can boost customer retention, keep them involved and gain valuable intelligence thatcan be used to push customised messages basispreferences. EMSdelivers cross-channel optimisation, which is critical to delivering highly relevant, personalised content to customers anytime, anywhere”.

     

    EMS interacts intelligently across a number of channels. With its flexible campaign management, the platform provides optimized interactions across touchpoints.

     

    Addressing the benefits of the Experian’s Marketing Suite,Pallavi Chopra, Senior Brand Director – Marketing Head, redBus, Ibibo Group Pvt. Ltd. said, “We have had a long standing relationship with Experianand they have been successfully powering our email marketing programme for the past three years. Having seen the Experian Marketing Suite (EMS) functioning first hand, I am really excited about its launch in India. EMS is a massive marketing automation platform that connects disparate data sources to give that ultimate one-view of the customer. It provides rich behavioural& demographic information about a customer, thereby allowing marketers a powerful way to mass-personalise communication across multiple platforms.”

     

  • The campaign will target consumers through social platforms such as Snapchat, Facebook, Twitter, Instagram, etc

    Foodpanda launches new campaign with Sunny Leone

    By A Correspondent

     

    Foodpanda has announced that Sunny Leone will be a part of its new digital marketing campaign. The campaign showcases how Foodpanda comes to the rescue of people in the liquidity crunch situation that has cropped up post demonetisation. The campaign will target consumers through social platforms such as Snapchat, Facebook, Twitter, Instagram, etc.

     

    Commenting on the new campaign, Gagan Arora, CMO, Foodpanda India said:

    “Post the announcement of demonetisation, if you are low on cash and want to have your favourite dish, Foodpanda is exactly what you need. We are extremely delighted that Sunny Leone is a part of our new campaign around the cashless pocket ATM. We are continuously trying to provide seamless service to our customers along with some lucrative deliverables.”

     

  • The new TVC positions fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day

    Mondelez plays up attributes of Cadbury Fuse in latest campaign

    By A Correspondent

     

    Mondelez India has launched a marketing campaign to support the launch of its new brand – Cadbury Fuse. Along with extensive digital and outdoor initiatives, this new campaign will include a TVC that aims at positioning Cadbury Fuse as the perfect indulgent chocolate bar that brightens up dull moments in one’s busy day. The TVC is conceptualised by Ogilvy & Mather.

     

    Said Prashant Peres, Director – Marketing (Chocolates), Mondelez India: “Whether it’s a dull period experienced during long commute hours or an exhausting work-out, today’s new age consumers are experimental and want to try out diverse experiences which can curb their hunger pangs in newer formats. Cadbury Fuse is aimed at enhancing their eat experiences by giving them a “Chocolatey feast” experience. The new TVC dramatises the craving of the young yoga teacher who can’t stop thinking about Cadbury Fuse and ultimately ends up satisfying her craving with a feast.”

     

    Speaking about the creative thought behind the TVC Harshad Rajadhyaksha and Kainaz Karmakar, Executive Creative Directors, Ogilvy & Mather, said, “The communication is designed to launch Cadbury Fuseas an answer to your craving for a chocolatey feast. We have all been hit by sudden whims and the story here brings alive exactly that in a funny fashion. Joy is in the DNA of chocolate so how could we leave it out of our story.”

     

    In addition to the TVC, the launch of Cadbury Fuse will also be supported by digital and outdoor initiatives.  With a marketing objective of ‘Owning the Commute’, the brand has also rolled out a large scale sampling activity with GoAir, Jet Airways and traditional trade stores.

     

  • Shah Rukh Khan to interact live with audiences in UFO theatres through big screen

    UFO Digital Cinema announces unique platform for fans to interact with SRK

    By A Correspondent

     

    UFO Digital Cinema, Excel Entertainment and Red Chillies Entertainment are set to bring in the trailer of Raees to the theatres in a unique manner. One of the widely talked about films of SRK has commenced its campaign where the actor recently released a special video that was shot as a build up to the trailer of the film. This brief video has SRK in his character Raees, who has announced the release date of the trailer which is set to release on December 7.

     

    Commenting on the new initiative, Sanjay Gaikwad, Founder and Managing Director, UFO Moviez said: “As India’s largest digital cinema distribution network and in-cinema advertising platform, UFO Moviez takes pleasure in pioneering the interactive digital promotional genre with our latest initiative ‘Curtain Raiser’. ‘Curtain Raiser’ empowers a brand to interact live with audience’ across our network of over 5000 screens… We believe that brands have always known the power of the 40 feet screen, the original screen and the true home of Impact i.e. the cinema screen and with innovations like ‘Curtain Raiser’ they will capitalise on this opportunity to build an emotional connect with their audience.”

     

  • Partners with youth-oriented TV shows to increase the brand recall amongst the younger audience

    Vivo gears up for youth shows across channels

    By A Correspondent

     

    Continuing with its focus to tap youth of the country, Vivo has partnered with various youth oriented TV shows of different genres across channels. With more than six different channels and seven different shows targeted towards youth, Vivo aims to increase its brand recall and consumer base amongst the youth of the country.

     

    Vivo has partnered with leading channels for different prominent shows such as Indian Idol Season 7 on Sony, Yaroon Ki Baraat on Zee, Dil Hai Hindustani on Star Plus, Voice Adults on and TV Roadies X5 and Love School 2 on MTV. Sharing his views on the strategy, Vivek Zhang, CMO, Vivo India said: “Vivo is a young brand and has a strategy that focusses on the youth of the country because we believe that youth are the trendsetters. Our associations with different channels and properties is to ensure that we continue tapping the new and existing customer base in India.”