Amstrad All Season Air Conditioners has announced that it will now provide at Mumbai Airport live weather forecasts and up to the minute updates of weather conditions via a network of 56 screens spread. Times OOH has also developed this live feed capability at the Mumbai Metro, Indore and Coimbatore Airports.
Said Sumit Chadha, Business Head, Mumbai Airport – Times OOH: “This sponsored update displays the weather at Mumbai to all returning passengers flying out from Mumbai Airport. The campaign also allows for outgoing travellers to think about the temperature in their own hometown. This, coupled with the high dwell time at the airport, the swiftly approaching summer, and people spending more time indoors, would, I imagine, make people ponder over which air conditioner to invest in. This campaign from Amstrad is marketing at its finest!”
Automobile giant Škoda Auto India, in collaboration with its agency partner PHD Media, has curated an ad with Amazon FireTV to showcase its brand new SUV Kushaq. The advertisement can be watched on FireTV’s Feature Rotator – a billboard like placement on FireTV. The innovation was planned for Škoda Kushaq.
Said Monaz Todywalla, CEO of PHD Media India: “PHD Media is stoked to have been part of this digital-first high-impact innovation with ŠKODA AUTO India. Innovation aligns closely with our mission statement, Make the Leap, and with this category we definitely did that. With a fleeting consumer attention span now more than ever, creative solutions that drive engagement are imperative to build meaningful relationships and propel growth. With increasing OTT consumption, we hope to hit the mark with this activity.”
Added Tarun Jha, Head of Marketing, Škoda Auto India: “This activity aligns with the target audience of our new SUV – KUSHAQ, as it will be delivered directly to users of FireTV devices – a befitting engagement. It is the right time to be present in the line of sight of our audiences, since owing to the lockdowns the viewership and engagement have increased across digital mediums. Alongside PHD Media India, I’m certain that this category will be a differentiator for us as promises a true-to-life experience.”
Nourish of BL food products company announced the launch of a series of television commercials starring Shilpa Shetty. The TVCs created by Leads Brand Connect will roll out through TV, print and digital media in the coming months. With the tagline ‘Sadharan Chodo, Nutrition Chuno’, the ads emphasize the virtues of good eating and healthy living.
Said Ashish Khandelwal, Executive Director, BL Agro: “Nourish is a young brand, which has received an overwhelming response in a very short span of time. With Nourish, our vision is to provide healthy, good quality and nutritional food products all across the country. While the TVC is creating awareness, we are simultaneously working to expand our distribution network to pan India levels so that we can take the goodness of Nourish to each and every household in India.”
Added Sanjay Srivastava, CEO, Leads Brand Connect: “With Shilpa on board, brand Nourish aims to occupy the space of high nutrition food products offering many health benefits to the consumers. Hence the positioning was created around the promise “Saadharan Chhodo, Nutrition Chuno”. But the challenge was to communicate this fact in an innovative and engaging manner. To distinguish the brand from regular cooking commercials, we decided to take the comic way”.
Ceat Specialty, the off-highway tyre brand of RPG group, has chosen Hyper Connect Asia as their digital agency of record. Hyper Connect Asia will be responsible for the end-to-end digital marketing mandate of CEAT Specialty in Europe and India. The brand partnership will primarily focus on digital communication of the OTR and agriculture tyre categories of CEAT Specialty.
Said Vijay Gambhire, Chief Executive – CEAT Specialty: “Europe is a key market for OHT business, and initial acceptance of our products and services has been very good. In order to further build on the initial momentum, we realise our digital communication will play a key role in our efforts to connect with our end customers. We want a capable and creative digital marketing agency, and Hyper connect fits the bill.”
Added Ankur Pujari, Co-Founder & Business Lead, Hyper Connect Asia: “Our team is upbeat to be associated with a legacy brand name like CEAT (RPG group) and partner with them in their India and Europe growth story. As a young and growing digital marketing player, we are always enthusiastic about exploring brand innovations and the challenges that tag along with it. Associating with such great brands enables us to scale up our expertise and understand the dynamics of the local and international consumer behaviour. It also strengthens our foothold in one more sector.”
Hair care brand Streax Professional has assigned its digital AOR mandate to Grapes Digital. The agency will be responsible for executing digital duties on the brand including content planning, creative support, media planning and buying and Influencer Marketing.
Said Ameya Dangi, COO, HRI India: “We are excited to associate with Grapes Digital. We are confident that the agency will deliver the best campaigns through their creative teams, and will help us to reach our digital target audience. Today presence in the digital world is a very important way in which brands establish closer connect with their audience. Streax Professional has built a strong digital presence over the years and through our partnership with Grapes Digital, we intend to scale even greater heights.”
Added Himanshu Arya, Founder and CEO, Grapes Digital: “Streax Professional has a notable brand presence in the market that they have maintained and we look forward to working our charm on the brand. Like us, the brand also believes that digital is an important medium but our thinking isn’t restricted to that. The team will be focussing on creating ideas that connect with the consumers and more importantly get them from digital spaces to the store and associate with the brand. We are looking forward to creating interesting, engaging, and innovative digital campaigns for the brand to help reach its target audiences. We are keen on delivering result-oriented strategies and are delighted to leverage this association.”
Footwear brand Red Chief has launched its seasonal campaigns with its brand ambassador Vicky Kaushal.
Said Rahul Sharma, General Manager (Marketing): “Vicky gels very well with our Red Chief brand image, which is rugged, tough and confidently stylish, which would further highlight in our all campaigns targeted to youth. These campaigns would highlight our new footwear range of casuals and formals and would be promoted round the year through T.V., print, hoarding, in store branding and as more and more people are now a days glued more on digital platforms so same would remain our major focus. Since our association with Vicky – our brand salience is on the rise among youth and we are further encouraged to take our Red Chief brand to next level of growth with better penetration among youth.”
Parryware, the sanitaryware brand, has launched an integrated marketing campaign #TapToPOT for ‘Parryware Safe Buy’. As part of the campaign, the brand leverages print and social media platforms like Facebook, Instagram, and Google properties to reach out to consumers. It gets extended to various other platforms via Display networks, search, discovery ads, and in-app targeting. The campaign in a form of TVC highlights that Parryware Safe Buy brings the safest and most convenient shopping experience.
Said KE Ranganathan, Managing Director, Roca Parryware: “We at Parryware, strive to provide innovative solutions that are easy, safe and quick. With us being at the cusp of tech-revolution, offerings like Safe Buy fits perfectly in today’s world where people are becoming extremely tech-savvy and opting for online purchase. When finalising the #TapToPOT campaign TVC, we ensured to take a playful approach to the problem and suggesting ‘POT’ as the solution for bathroom fittings.”
Digital banking fintech Niyo has launched two ad communications to introduce, Niyox, a savings and wealth account aimed at millennials and Generation Z. The ad communications was launched on Hotstar website and mobile app at the just-suspended Indian Premier League (IPL). The campaign has been conceptualised by Sideways Consulting and executed by Picturewali, featuring OTT stars Ayush Mehra and Radhika Mehrotra.
Said Niyo Chief Marketing Officer Vineet Sethi: “We launched NiyoX, a full-suite banking app, to transform the way the Millennials and GenZ bank. With digital innovation at the heart of everything we do at Niyo, we decided to empower them further and boost their banking experience. We know this generation #JustCantWait to get their hands on things they desire and for experiences they want to live. They don’t just want everything in an instant, they also #WantMore out of everything! So we teamed up with our creative partners, Sideways Consulting, and launched these cool, quirky films to encapsulate the essence of Niyo.”
Added Abhijit Avasthi, Founder, Sideways Consulting: “Niyo is setting the ground for neobanking in India. We believe NiyoX’s offerings are going to delight the youngsters and so all we need to do is to bring them alive in a charming manner. Hence, the creative idea was to pick moments from one such relatable, endearing couple’s life and link them to the product offerings. While Niyo is an efficient, tech-enabled finance offering, we don’t want to behave like a stodgy old-school bank. Instead, we want to build a cool and confident brand.”
Said Sharmista Nag, Director and founder, Picturewali: “Shooting during the pandemic especially at a time when the cases were rising was risky. Hence, I asked myself, is it worth the risk? The interesting scripts and an agency with whom I always wanted to collaborate with tempted me. However, when you run a company, one can’t just think about oneself, one has to think about the whole team. Keeping safety our top priority, myself and my producer decided to take the challenge. We ensured that the entire cast and crew followed all safety measures. With a responsible team, a supportive agency and client it was a risk worth taking.”
Mars Wrigley has announced that Varun Kandhari has been appointed Director – Marketing and Customer Marketing for India. Kandhari, who has been with the organisation for seven years, is based in the Gurugram office and succeeds Yogesh Tewari.
In his new role, VK will be responsible for leading the Marketing and Customer marketing functions for Mars Wrigley India across all categories. He will also be part of the leadership team for India.
Said Kalpesh R Parmar, General Manager, Mars Wrigley, India: “I am pleased to announce the appointment of Varun Kandhari as the Director Marketing and Customer Marketing at Mars Wrigley. Through his tenure, Varun has played a crucial role in value creation and developing successful marketing strategies. In line with our goals to grow our business and develop our brands better, I am confident that Varun, with his energy, enthusiasm, and expertise, is the perfect lead to help us take Mars Wrigley to greater heights.”
TVS Eurogrip, tyre brand of motorbikes and scooters, has launched an integrated marketing campaign to showcase its wide range of tyres. Tilt Brand Solutions has worked on the ad film.
Said P Madhavan, EVP – Sales & Marketing, TVS Srichakra Limited: “Staying true to our brand mission of providing the new age millennial rider with specialist tyre technology for his two-wheeler, we have picked an insight that we believe every rider can relate to. The Indian rider is posed with many twists and turns during his daily as well as occasional rides. We are excited to showcase how our wide range of tyres give riders the confidence and assurance that they need while taking those unforeseen turns, or when riding through a winding road. We are bringing the campaign idea alive through an impactful integrated marketing campaign.”
Added Rajiv Chatterjee, Chief Business Officer – Tilt Brand Solutions: “During the investigative steps for this campaign what we realised from consumers was that the moment of truth for any rider is at a turn. It is on a turn when the rider gets that split second of a doubt and perhaps one of the very few moments when they actively think of the tyre. This is the moment we wanted TVS Eurogrip to own and thereby play a genuine role in the customer’s life. We especially feel happy in having been able to identify and convey a functional benefit that is geo-culturally relevant.”
The Indian Premier League is the biggest marketing and entertainment extravaganza that has had everyone hooked on to it for almost a decade-and-a-half.
That the 2021 edition will happen or no was a question raised by many, who were only shooting their thoughts, while BCCI and all the franchise owners were very sure and positive for the show to go on. With so much at stake and all the possible arrangements, it was only safe to assume that IPL would set an example in keeping live events alive in these unforeseen and testing times.
Come May 4, 2021, IPL was suspended and then postponed, to a date that’s not been decided yet.
There were many quarters constantly voicing concerns about three key things happening – the Assembly Elections, the Kumbh Mela and the IPL in these pandemic times. To me, IPL was the safest bet and the BCCI took the right step in putting a pause to the event.
In the past, IPL has shown it’s as much a festival as Diwali, as many category purchases have significant spike during these two festivals in India. Marketers will now be scratching their brains already to think of a Plan B.
Will the impact of this be felt? It’s a no-brainer, the question should be where all, will the impact be felt?
For IPL/ BCCI
IPL is not going to see a significant loss of revenue from the central sponsors or the broadcasters for sure as the agreements ensure that. IPL valuation may also undergo a correction, which may reflect on the teams too.
A key aspect that will be at the centre of sports discussions will be from the global market perspective. Will this lead to concerns around many other cricket events, and other sports to be held in India?
ICC T20 World Cup isn’t too far and there are already talks of “if it moves to Dubai, BCCI will still hold the rights”. While this is great for cricket, for sponsors of the ICC event, they would be merely exposed as brands on broadcast and would run a campaign that will not have the same flavour as the event being hosted in India.
If it happens, the movement of the T20 World Cup will put tremendous pressure on holding a bi-lateral series and other sporting action in India, leading to opportunity and revenue loss to the board, fans as well as marketers.
Commercial stakeholders:
All the commercial stakeholders across would have to plan for a situation probably as unique as someone hitting a six off every ball in every over for 10 overs!
Disney – Star India:
As probably the single largest commercial stakeholder of IPL, Star India, has an uphill task on multiple fronts to realign its business and financial plans for the year. With a major part of the plan being IPL for Star Network as well as for Disney Hotstar, it’s going to be impossible in the near-term for Star to:
:: Find quality and engaging content to fill the programming gap on television as well as HotStar.
With OTT growing significantly in India, Disney-Star will have to scramble to get some very attractive programming to be on the growth path.
:: Build advertising revenue and plan for longer deals.
:: Push for subscription on OTT as well as television platforms. IPL being a key property to push subscriptions, a new plan will be in play to achieve objectives or even probably revise targets.
:: Revenue loss for now from all the syndication of rights globally, will also be a revenue gap that will not be filled by any other means.
All the above may leave an option open for competition to plan and execution some bold and radical moves to woo the audience.
A Brand’s Biggest Vehicle – The IPL
Brands and businesses plan their launches and campaigns specifically with IPL in mind. For them, the current situation will be a massive letdown, while some sponsors/ advertisers will be fine with the shift if IPL (whenever it happens), many will have to take a deep hard look at their half yearly plans if not annual.
Very clearly, new age brands like Cred and Dream11 had massive plans, so did the beverage companies – especially soft drinks in their prime season. For these three categories, the opportunity to exploit is suddenly missing, and they’ll have to think hard and formulate new plans, with revised targets, in shortest possible time!
In fact their existing efforts (ad film, media plan, activation, etc) and investments would have to be redeployed, scrapped or modified, as necessary.
Let’s think about Kotak – that was targeting topical credit card sales, with seven team associations Or Upstox, who apart from growth, would have also had valuation gains in their radar by the end of IPL 2021!
Areas of concern for marketers that would crop up :
Timing & Seasonality: Season time for some and in the first part of the business year for others, all calculations would go haywire and would need some extraordinary thinking, planning and execution to see through the year as planned.
Growth plans : The planned growth on the back of IPL campaign, will get a deep hard look-in for the scenario would change significantly. The impact of IPL is visible on any of the plans.
Reeling with uncertainty : Even if the brands are happy waiting for IPL, in the current scenario Uncertainty is the only Certainty. A third and probably a fourth wave might hit us, and no exact idea when. In such situation, everything is going to be fluid! And it will constantly keep the marketers on their toes for the plans they want to prepare and execute.
IPL Teams:
All the franchisees have secured reasonably good revenues from sponsorships. And with no more franchise fee, they are sitting pretty on top dollar earnings from the central pool, in addition to their own sponsorships.
Almost all teams had made significant plans to leverage and build digital platforms and engagement, with the current development event those plans would find it a challenge to meet the set objectives. A good chance of engaging with their fans will diminish fast, now that the IPL has been postponed. Moreover, with the uncertainties, teams and their plans for to rest of the year will be fluid.
BCCI had announced and wanted to auction two more teams to be brought into the fold of IPL making it a 10-team affair from 2022. With the current scenario – pandemic and economic, and uncertainty for now, BCCI may find it challenging to unlock the value as per earlier estimates. It could lead to rescheduling the auction and inclusion of two more teams in IPL by a year or so.
Non Sponsor Brands – competing brands
With the leading or newer brands going big on IPL, one thing is for sure, each of them hoped to gain handsome returns.
These brands end up simplifying as well as amplifying the category (Upstox, Dream11, Unacademy) and also expand the market.
The other brands in these categories would have plans basis the market familiarity and growth because of the larger spending brands; trying to take a small part of the pie.
With the expansion of the market limited, each competitor would have to create new plans to further their growth.
Ancillary Businesses
All the constituents – ground management, display boards, bio-bubble, travel and stay, production and other equipment , manpower etc. that are working with IPL directly or indirectly, will now have to look for opportunities, especially freelancers, temporary hires or contracted resources. IPL runs its own ecosystem and this time the ecosystem has been halted. There is a definite challenge in the market with respect to deployment of the resources.
Opportunity for BCCI / IPL
With the current situation and mood in the country, IPL could generate decent amount goodwill, by creating a movement towards support and help for the victims or sufferers of Covid19. Each IPL team and state board can take up a support role, helping patients with Oxygen, to organise medical supplies.
While the easiest way to help is to donate money towards the treatment of Covid-19 patients, they would serve themselves and the community well by creating a path breaking idea, involving all cricket fans similar of the one that Sport Club do Recife did in 2014 in Brazil.
Mahesh Ranka is among the early specialists in the business of sports in India and is Founder and CEO, GamerChangerZ and Founder, Indus Sports. His views here are personal.
Nihilent, the global consulting and change management organisation, has launched a new multimedia brand campaign – ‘Humanizing Technology’. The new brand campaign with the premise that technology must elevate the human experience to be truly relevant.
The campaign was conceptualised and executed by HyperCollective, a division of Nihilent-led by K V Sridhar ‘Pops’, Global Chief Creative Officer, Nihilent.
Said LC Singh, Director & Executive Vice Chairman, Nihilent: “Our intention at Nihilent is to humanize every business and technological transformation across the globe. Whether it is interactions with the physical world or the dynamic digital experiences of always-on life, we are ensuring that human aspirations and goals take the center stage.”
Added Minoo D Dastur, President & CEO, Nihilent: “The reason to do this now is that technology and businesses need to evolve and made responsive to human emotions for the larger purpose of enriching the overall human experience.”
Said Pops: “Nihilent is at the forefront of ushering in this change through this bold new approach of putting humanity at the centre of all things to create a richer human experience. Technology is the enabling part that needs to constantly evolve.”
Amstrad All Season Air Conditioners has announced that it will now provide at Mumbai Airport live weather forecasts and up to the minute updates of weather conditions via a network of 56 screens spread. Times OOH has also developed this live feed capability at the Mumbai Metro, Indore and Coimbatore Airports.
Footwear brand Red Chief has launched its seasonal campaigns with its brand ambassador Vicky Kaushal.
Mars Wrigley has announced that Varun Kandhari has been appointed Director – Marketing and Customer Marketing for India. Kandhari, who has been with the organisation for seven years, is based in the Gurugram office and succeeds Yogesh Tewari.
