MxMIndia

Category: MARKETING

  • Businesses can unlock 10X return on ad spends

    Drive double-digit growth by measuring marketing right: BCG-Meta Industry Report

    By Our Staff

     

    Boston Consulting Group (BCG), in collaboration with Meta, has launched a report titled, “Measure To Grow: Drive double-digit growth by measuring marketing right” that brings together an industry consensus on optimal marketing measurement for marketing spends. The study provides a comprehensive view on the best-in-class marketing measurement practices that can unlock exponential business growth for businesses, small and large.

     

    For the purpose of this study, BCG and Meta collaborated with leading marketing measurement specialists including Adobe, Analytic Edge, AppsFlyer, Cartesian Consulting, Nielsen, and RainMan Consulting as well as 18 digital-first organizations from India across five key industries (Financial Services, EdTech, E-commerce, Travel, Media/OTT) to present this view.

     

    The report findings highlight that there has been a 3x increase in the share of digital marketing spends over the last five years by India Inc. However, despite its significant growth, the measurement practices have not kept pace. As a result, organizations are leaving significant value on the table.

     

    Said Shaveen Garg, Managing Director and Partner, BCG: “While the spends on digital marketing have sky rocketed, the true efficiency of the spend is not measured in most Indian companies. Thus, potentially leaving a lot of money on the table. As the customer journeys have become complex and intertwined between online-offline and across channels, the ability to measure business impact of digital marketing has taken a hit.Our study showed that while there were some companies have taken a lead and are getting exceptional returns, vast majority are in early stages. There is no silver-bullet single answer to what to measure and how, but the core principle to follow is to capture incremental impact on true business metrics.”

     

    Added Pratham Hegde, Director and Head of Measurement at Facebook India: “Digital is the new mainstream, and in order to unlock growth, there is a growing need for businesses to measure the true impact of marketing on business outcomes. The industry consensus is that there is no single measurement method or metric that will address all measurement requirements. The core recommendation for advertisers is to have an incrementality based approach at the centre of their measurement philosophy.”

     

     

  • Uses radio, internet and outdoor media to reach diverse, local audiences

    Yes Bank launches integrated campaign

    By Our Staff

     

    Yes Bank has launched an integrated campaign titled Saath Mein Baat Hai to drive mass awareness of its family banking proposition: Yes Family.

     

    Commenting on the launch, Jasneet Bachal, Chief Marketing Officer, Yes Bank, said: “The campaign’s messaging around family harmony is curated to echo across mass media. Through the use of carefully selected media platforms, Saath Mein Baat Hai is designed to get consumers, adults as well as those coming of age, talking about what families can achieve when they come together and work as one. While radio will help localize this message, influencers on social media will drive family-centric conversations, taking the message to a wider section of the audience, who get to participate in a social media contest, generating excitement and engagement with the brand. The winners will be gratified with outdoor display of their family photos, as a reinforcement of the message.”

     

     

  • To stress on PepsiCo’s energy drink brand mantra

    Akshay Kumar to be brand ambassador of Sting

    By Our Staff

     

    PepsiCo India’s energy drink Sting has announced Akshay Kumar its brand ambassador in India. The collaboration is expected to extend the brand’s ‘Energy Bole Toh Sting’ mantra. Akshay Kumar will feature in the brand’s new TVC campaign in the coming year.

     

    Speaking about the announcement, Vineet Sharma, Category Director, Mountain Dew and Sting, PepsiCo India said, “We are delighted to associate with Akshay Kumar as the face of our brand, as he is an epitome energy. His mass appeal cuts across geographies and we believe his unique, electrifying persona will further deepen brand connect with the consumers. We look forward to working with him and are confident that consumers will love him in the new energetic Sting avatar.”

     

  • To manage the brands’ social presence

    Sociowash bags the creative mandate for Big Bazaar

    By Our Staff

     

    Sociowash has won the social media mandate for Big Bazaar. As part of the mandate, Sociowash will be responsible for social media and performance marketing assets.

     

    Said Pawan Sarda, CMO, Future Group: “We’re delighted to be partnering with Sociowash for our social media marketing mandate. Their team brought in new ideas, as well as a clear distinction in strategy across  Instagram, Facebook, and Twitter. We’re quite excited, and confident that working with Sociowash will help us create stronger engagement with our audience.”

     

    Added Pranav Agarwal, Co-founder, Sociowash: “Partnering with India’s leading retail brand is a major win for our Mumbai team. We’re thrilled to add such a household name to our roster of clients while strengthening our presence in India. Our expertise will be focused on effectively communicating the brand’s purpose to a wide range of audiences. We’re excited to contribute to Big Bazaar’s primary goals and digital objectives.”

     

  • Unveils the new Milk + Rice lotion

    DDB Mudra films for Johnson’s Baby new lotion

    By Our Staff

     

    Johnson’s Baby announced the introduction of its New Milk + Rice lotion that seeks to support mums of growing babies who are entering a phase of milestones and exploration. The TVC is conceptualised by DDB Mudra.

     

    Said Manoj Gadgil, Vice President Marketing, Johnson & Johnson Consumer Health, India: “Johnson’s Baby believes that ‘every baby must have a thriving start’. The new Johnson’s Baby Milk + Rice lotion is a reiteration of this commitment to provide the best baby skincare products backed by science for every mum’s baby skincare requirement. We are dedicated to working with mums and dads, healthcare experts and scientists to ensure our products have the highest standard of care for babies at every age and stage of their growing years. The new Milk + Rice lotion with its purposeful ingredients seeks to reassure mums that their child’s developing skin will get the right nourishment, for that baby soft skin.”

     

    Commenting on the TVC, Godwin Dmello, Executive Creative Director, DDB Mudra added: “We found the insight of growing babies seeing and feeling everything for the first time, to be a very powerful one. So, we told the story of this curious baby who’s enjoying her newfound freedom to move and explore. It sets up the need for the product to come in while being relatable and delightful for mothers.”

     

  • Targets people from different walks of life

    Comfort Walk rolls out its latest campaign

    By Our Staff

     

    Comfort Walk from the house of Red Chief Shoes has launched a new ad campaign offering wide range of footwear. The music video has been conceptualized by ad agency ADK – Fortune and directed by Kunal Pardesi.

     

    Said Rahul Sharma (General Manager, Marketing): “Today, when video content works well and people spend most of their time browsing on the internet, we felt this would be a creative solution to spread our message innovatively and engagingly with the help of a great concept and extraordinary music. We feel that music plays a very critical role in establishing a direct connection with the consumers as it provides a universal language and offers a fresh feel to the video, which aids in creating brand identity.”

     

     

  • To curate digital communication

    Reliance Jewels to flow with White Rivers

    By Our Staff

     

    White Rivers Media has bagged the digital mandate of Reliance Jewels. In this partnership, the agency aims to curate and create insight-led digital communication.

     

    Said Anup Kondakundi, Head of Marketing, Reliance Jewels: “We have high hopes for this partnership. White Rivers Media has established itself as an unmatched digital leader with its diverse portfolio and adroit creativity. With this association, we aim to create effective communication pieces that act as a catalyst to generate our customer’s faith and trust in our brand as their ‘neighbourhood jeweller’ that delivers world-class designs.”

     

    Added Shrenik Gandhi, Co-founder and Chief Executive Officer, White Rivers Media: “Reliance Jewels shares a deep bond of confidence with their customers, which has accelerated their growth and established their position as a ‘family brand’. Through our association, we aim to achieve several moments of connection between the brand and the audience as an indicator of our success and the efficacy of this partnership.”

     

  • Will appear in multimedia campaigns spanning TV, digital and OTT platforms

    Malaika Arora to be face of Lotus Herbals Youth Rx

    By Our Staff

     

    Lotus Herbals has appointed Malaika Arora as brand ambassador for its Lotus Herbals YouthRx brand and its range of natural, anti-ageing skincare products

     

    Commenting on the association, Nitin Passi, Joint Managing Director, Lotus Herbals said: “Lotus Herbals Youth Rx symbolises green beauty and our scientifically researched natural product line redefines the anti-ageing category. We are glad that we have such a stunning celebrity endorser who resonates with the brands ethos and values. Actress Malaika Arora elaborates “I am delighted to associate with Lotus Herbals YouthRx since their products are free from Parabens & Artificial preservatives, is Non-toxic to the environment & are tested on Indian Skin.  These wonderful products are all you need for radiant, firm, hydrated, youthful looking skin. My need for younger and healthy looking skin  has finally been met by Lotus YouthRx.”

     

     

  • To emphasise on careful selection of best quality

    Elephant Design partners Tata Sampann for dry fruits

    By Our Staff

     

    Tata Sampann has roped in Elephant Design for the packaging and brand-building activity of its dry fruits offering.

     

    About the agency engagement, Deepika Bhan, President, Packaged Foods, Tata Consumers Limited said: “Elephant Design brought to life our vision on the dry fruit category launch. It was a challenging brief and a challenging timeline, and they delivered seamlessly. Project ownership from both the design and client servicing team is their winning formula”.

     

    Added Ashwini Deshpande, Co-founder & Director, Elephant: “As custodians of the brand, we have managed a lot of flexibility within the visual system for specific categories that not only carry forward the brand equity of Tata Sampann, but also stand out within their respective categories. For Dry Fruit range, we wanted to emphasize on careful selection of best quality. The packaging also needed to be strong on e-commerce creating balance between brand & product imagery.  Two hands forming a heart shaped window seemed to be the perfect semiotics to go with.”

     

  • To craft the creative strategy for launch of Tata ClassEdge’s edtech venture, Tata Studi

    Mullen Lintas wins creative for Tata Studi

    By Our Staff

     

    Tata Studi, part of Tata ClassEdge, an edtech firm, has awarded its brand and creative communications mandate to Mullen Lintas Mumbai following a multi-agency pitch. The agency will craft the creative strategy for the launch of Tata ClassEdge’s learning app, Tata Studi.

     

    Sachin Torne
    Sachin Torne

    Commenting on partnering with Mullen Lintas, Sachin Torne, Chief, B2C, Tata ClassEdge said: “Tata Studi is an education product based on principles of ‘Science of Learning’. We want children to plan their studies and learn for understanding, so that they can use their learning in real life. Planning for any activity helps reduce pressure and it is true even for studying. Lintas impressed us with their knowledge of the edtech segment and creativity in understanding our value proposition accurately. We welcome Mullen Lintas as our brand partners for Tata Studi.”

     

    Hari Krishnan
    Hari Krishnan

    Speaking about the win, Hari Krishnan, CEO, Mullen Lintas added: “With the accelerated boom that we’ve witnessed in edtech category, especially during the last 2 years, we are more than aware of the problems children have been facing porting to this new ‘Study-from-home’ culture. Most parents are perplexed about the role they must play when it comes to supporting and guiding their children with their studies and that is where Tata Studi comes in. With a scientifically developed platform, tools and modules, Tata Studi helps a child take control of their studies by helping them plan better. We look forward to this exciting journey ahead in enabling students and parents to reimagine the way they learn, with Tata Studi.”

     

  • To spread awareness about sexual health and better the product

    Manforce collaborates with sexologist Dr Prakash Kothari

    By Our Staff

     

    Manforce Condoms has collaborated with sexologist Dr Prakash Kothari to spread awareness about sexual health and well-being and to better the product under his guidance.

     

    Talking about the association, Joy Chatterjee, General Manager, Sales and Marketing, said: “We are delighted to collaborate with Dr. Kothari as we couldn’t find better than him as he is the best in the industry. He has captivated generations of readers through his writings on sex and sexuality. With Dr Kothari’s guidance we have improved on the product; thinness, increasing the width of dots, added ribs, how dots should be placed on a condom and many other learnings have been incorporated to make the end product better. Also, we share a common aim; to unmask several sexual myths, misconceptions and misdirection’s of the audience. Through this collaboration we wish to provide best quality product to enjoy the pleasure.”

     

     

  • The brand has launched a new line of accessories which it claims helps prevent Covid

    Hrithik Roshan is brand ambassador of Euronics

    By Our Staff

     

    Euronics washroom automation accessory brand has signed Hrithik Roshan as its brand ambassador. In the last year, the brand has launched a line of accessories which it claims can help prevent Covid. Such as: Automatic Hand Sanitiser Dispensers, Hand Sanitiser Panels, Automatic Soap Dispensers, Sensor Taps, WC and Urinal Sensors and Hand Dryers.

     

    Said Viknesh Jain, CEO, and MD of Euronics: “We are excited to partner with Hrithik Roshan for our brand campaign that targets the segment of the audience who is more aware and makes a conscious choice of upholding their health and safety. This is the area where our Brand ethos coincides with that of Mr Hrithik, we both strive to work in the public interest. His body of work that encompasses versatility and evolution, is very much in line with how we operate. We both listen to our audience and aim to deliver results in tandem with global standards. The fact that he is an icon, whose lifestyle is aspirational for families and individuals pan India, is a bonus.”