MxMIndia

Category: MARKETING

  • The biggest and most respected names from western democracies – like The New York Times and the British Broadcasting Corporation for instance – have been despicable in the way they have dehumanised Palestinians and openly sided with Israel, writes Ranjona Banerji

    Ranjona Banerji: Racist hypocrisy of international media

    By Ranjona Banerji

     

    Ranjona BanerjiPriyadarshini Patel is head member of Ganga Ahvaan, a citizen’s forum working on conserving the ecology of the Himalayas and on the Ganga. She wrote this in the Times of India, Wednesday, November 22. For the last 11 days, 41 labourers have been trapped in a tunnel they were building into the mountains at Silkyara, in Uttarakhand. The tunnel was for the ongoing Char Dham Yatra (Char Dham Pariyojana or CDP) highway, a brainchild and pet dream of the current Prime Minister of India, Narendra Modi.

    “Despite assurances of mitigation on paper, CDP, Himachal and Sikkim make it amply clear that the damage to the Himalayas cannot be mitigated. It can, and will, collapse on our heads. The development model in this young, fragile mountain range gas been disastrous and needs course correction. Mega projects are not what the Himalayas are about, culturally or geographically. It is time to recognise that above all the Himalayas need protection from the approaching fury of climate change.”

    This is a simple reality of the condition of the Himalayas which has been pointed out over and over again by every anti-national environmentalist and ecologist. And by several anti-national geologists as well, although most such reports are buried under landslides which sometimes occur within government offices, usually deliberately.

    As media interest has sporadically shifted towards the tunnel rescue efforts, it has not and will not focus comprehensively on the Char Dham Yatra highway, on the reasons for the several disasters that have hit it, on the composition of the Supreme Court committee that is supposed to monitor it and on the resignations of experts from the committee, and the sudden shift in intent from a road for tourism to a road for defence, seemingly to get past a legal hurdle. These factors can all be found in media coverage, but disparately. When the reason for building the road against all odds and advice is the whims of those at the very top of the pyramid, the media falls short when it comes to informing its paying public exactly what is going on.

    The several shortcomings in the Indian media as it operates today have now been matched by the total racist hypocrisy of the international media in its coverage of the Israel bombardment of Gaza, after the Hamas attack on Israel on October 7. The biggest and most respected names from western democracies – like The New York Times and the British Broadcasting Corporation for instance – have been despicable in the way they have dehumanised Palestinians, reduced their deaths to statistics and openly sided with Israel war on civilians while ostensibly searching for a terrorist organisation its own government has collaborated with. Some Israeli journalists, by comparison, have shown more professionalism and gumption in coverage and comment on Israel’s heartless attacks on the civilians of Gaza.

    It is somewhat reassuring that Al-Jazeera received this letter from a few BBC journalists upset with their employer’s stance on Israel: https://www.aljazeera.com/news/2023/11/23/as-israel-pounds-gaza-bbc-journalists-accuse-broadcaster-of-bias

    As journalists have pointed out, the obsession of getting all people to answer the question: “But do you condemn Hamas”, has somehow reduced the significance of all human suffering to whatever answer is given. This is a fascist trick which the best of the best which lectures the world incessantly on bad behaviour, has fallen prey to, given in to, or is actively celebrating.

    Media gaps in coverage are increasingly the biggest when it comes to the powerful and the wealthy. To come back to India, it is vital to read this brilliant, chilling account by Suparna Sharma in Al-Jazeera, on the deaths of two senior citizens in an upmarket senior facility. Arrogance and negligence and possibly official complicity stand out.

    https://www.aljazeera.com/economy/longform/2023/11/24/a-fire-two-deaths-and-the-business-of-elder-care-in-india

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

     

  • With 'Build a Toilet, Build her Future' campaign

    Hindware continues its mission to empower girls

    By Our Staff

     

    Hindware, the bathroom solutions brand, continues its ‘Build a Toilet, Build her Future’ campaign. Conceptualised in November 2020, under the aegis of #HygieneThatEmpowers, the brand has been working on the ground in states across India to construct toilets in schools and has built more than 300 toilets in various government schools, mainly situated in remote locations.

     

    Said Sudhanshu Pokhriyal, CEO, Bath and Tiles Business at Hindware Limited: “At Hindware, we are committed to driving positive transformation in rural communities across India. We firmly believe that every girl’s right to proper sanitation is the cornerstone of a brighter future, underpinning their access to education. Our journey towards improving sanitation commenced in 2016-17, well before the official launch of our campaign, and it brings us immense pride to continue this transformative journey. Our resolute efforts are rooted in the belief that by providing these vital facilities, we are not only elevating sanitation standards but also championing education and the overall well-being of girls. This initiative is a significant stride towards creating a healthier and more equitable future for all, a future we are passionate about forging.”

     

     

  • To promote goal-based SIP Investments

    Tata Mutual Fund launches nationwide campaign

    By Our Staff

     

    Tata Mutual Fund, as a part of its ‘Desh Kare Nivesh’ initiative, has launched a multilingual national campaign titled ‘Jab Life Maange More, Badho Mutual Funds Ki Ore’, which is designed to raise awareness about the significance of investing in mutual funds through Systematic Investment Plans (SIPs).  The film has been conceptualised and produced by Broomsticks Productions.

     

    Said Prathit Bhobe, MD & CEO, Tata Asset Management: “The mutual fund industry has experienced substantial growth, with SIP accounts reaching Rs 7.30 crore and a cumulative collection of Rs 16,928 crore as of October 2023. These numbers portray the growing popularity of SIPs among Indian investors. Through our campaign, ‘Jab Life Maange More, Badho Mutual Funds Ki Ore,’ we aim to cultivate awareness and provide guidance to potential investors in taking their first step towards Mutual Fund investments, particularly through SIPs. We firmly believe that investing in mutual funds is a way of life that empowers people to take charge of their financial well-being and achieve their life goals.”

     

  • The campaign will be rolled out on television and digital media

    Creativeland ad for ArcelorMittal Nippon Steel

    By Our Staff

     

    Creativeland Asia (CLA) has conceptualised and created a brand campaign ‘Banaunga Main, Banega Bharat’ #BMBB for ArcelorMittal Nippon Steel India (AM/NS India), a joint venture between the steelmakers ArcelorMittal and Nippon Steel.

     

    Said Sajan Raj Kurup, Founder, Creativeland Asia: “Banaunga Main, Banega Bharat” is our way of uniting the nation by celebrating our collective victories while marching towards even bigger ones. Through this campaign, we aim to honour every individual who has made a significant contribution to our nation’s progress, and motivate many more to join the journey of making Bharat.”

     

    Added Bibek Chattopadhyay, head of communications at Arcelormittal Nippon Steel India (AM/NS India): “We have excitedly designed the campaign ‘Banaunga Main, Banega Bharat’ #BMBB in collaboration with creative partner Creativeland Asia. The film shows our commitment and passion for making India stronger. I believe the audience will resonate with the concept by seeing how ‘Skill, Dil & Steel se’ India is growing.’

     

     

  • Launches campaign

    LIC Mutual Fund promotes women participation in SIP

    By Our Staff

     

    LIC Mutual Fund (LIC MF) has launched a campaign to promote increased women participation in mutual funds through Systematic Investment Plan (SIP).

     

    Said T.S Ramakrishnan, Chief Executive Officer (CEO), LIC MF: “The women population in India was more than 48% in the year 2022. Historically, the country has reported a low female labour force participation rate. But the scenario is changing fast. The proportion of women among the working population has been on the rise or at least steady in recent years. About 29.4% of women, aged between 15 and 59, were part of India’s labour force in 2021-22. When more women join the labour force every year, it brings more money into their hands, which necessitates better investment avenues for their savings. There lies the importance of introducing financial products like SIP and making them aware of it. A large section of women, especially from the rural setting, still resort to conventional products to grow their hard-earned money. They have diverse life goals. Often, due to lack of information or awareness, they are denied diversified avenues. Our campaign is centred on that theme.”

     

     

  • Aims to elevate the brand's perception as a solutions provider

    Dentsu’s Merkle B2B & Posterscope campaign for Lenovo

    By Our Staff

     

    Merkle B2B, the Dentsu’s B2B marketing agency, in partnership with Posterscope India, also part of Dentsu, has launched a 3D anamorphic campaign for Lenovo. Titled, ‘Lenovo-F1®’, the campaign aimed to elevate the brand’s perception as a solutions and services provider by targeting IT decision-makers and tech optimists who are Formula 1 fans.

     

    Imtiyaz Vilatra
    Imtiyaz Vilatra

    Commenting on the campaign, Imtiyaz Vilatra, Managing Director, Posterscope India said: “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”

     

    Anubhav Tyagi
    Anubhav Tyagi

    Added Anubhav Tyagi, Client Partner, Merkle B2B India: “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands — Lenovo and F1, both of which are at the forefront of technology and innovation!”

     

  • Showcases the activities inside a Voltas Beko factory

    Voltas Beko, Arcelik announce blitz

    By Our Staff

     

    Voltas Beko, a jv between durables major Voltas and European brand Arcelik, has announced a ‘Factory of Happiness’ campaign, an initiative aimed at redefining brand engagement with its customers.

     

    Commenting on the initiative, Prasenjit Basu, CMO and Head of Marketing, Voltas Beko said: “The ‘Factory of Happiness’ campaign is an exciting leap forward in our journey to connect with our customers on a more personal and immersive level. Consumers today seek authenticity and a genuine connection with the brands they trust. Influencers have become a bridge between consumers and the products they choose to invite into their lives. Our aim was to provide them with an immersive experience within our state-of-the-art facility with full transparency so that it builds trust for the brand and its products. This campaign is a testament to our commitment to redefine brand engagement, establishing us as a trusted partner in delivering everyday delight to our valued customers.”

     

     

  • Captures 'Best in Show' Double Gold at Whiskies of the World Awards

    Black Cab campaigns for Indri whiskey

    By Our Staff

     

    A Black Cab agency campaign claims providing a global spotlight on Indri whiskey thereby winning the ‘Best in Show’ Double Gold at Whiskies of the World Awards.

     

    Said Aayush Bansal, Partner, BlackCab: “With a vision to make Indri the most premium Indian Single Malt Whisky brands in the nation and globally, we laid a heavy focus on content strategy and imagery that would fit this global positioning. We created strong brand associations with niches that our customers can relate to, such as equestrian sport and chess, through social media content.”

     

  • Will promote brand and marketing activity

    Sonu Sood to be Brand Ambassador for Sparsh CCTV

    By Our Staff

     

    Sparsh CCTV, a player in the field of video surveillance and security, has onboarded Sonu Sood as its brand ambassador. The actor who will spearhead the brand’s promotional and marketing activity, will feature in Sparsh’s first national campaign.

     

    Commenting on the association, Sanjeev Sehgal, Founder & MD – Sparsh said: “We are very excited to partner with Sonu Sood as the face of Sparsh. This strategic move perfectly resonates with our brand’s ethos and we aim to reinforce our commitment to serving our nation with trust, honesty and unwavering commitment. Sonu’s multifaceted talent and dedication towards his craft and social causes continue to solidify his status as a superstar.”

     

  • To handle the brand's creative and media duties

    Dentsu wins BharatBenz account

    By Our Staff

     

    BharatBenz has onboarded Dentsu India as its integrated communication partner. BharatBenz is the truck and bus brand of Daimler India Commercial Vehicles.

     

    As per the mandate, Dentsu India will provide end-to-end communication solutions for BharatBenz. Dentsu Creative will be responsible for developing the brand strategy, creative campaigns, and digital content. Simultaneously, dentsu X will spearhead the media planning and buying of digital and traditional media for the brand.

     

    Speaking on the development, Siddharth Kirtane, Associate Vice President, Marketing – Daimler India Commercial Vehicles (DICV) said: “As we step into the second decade of BharatBenz, we looked for a strategic partner who could collaborate and resonate with the ethos of our brand. With dentsu, we found a team that is passionate, enthusiastic and eager to learn the nuances of our business. We look forward to this great partnership that will take the BharatBenz brand to the next level.”

     

    Added Indrajeet Mookerjee, President, Dentsu Creative:  “We are extremely honoured to win the coveted mandate for BharatBenz – a highly reputed truck and bus brand from Daimler India Commercial Vehicles. In the last 10 years of BharatBenz’s journey in the Indian market, it has clearly carved its position and achieved superiority in heavy-duty truck segments. We are looking forward to partnering with the brand in its next phase of growth.”

     

  • Findings by a report prepared by ET BrandEquity and Ipsos

    Digital adspend has reached INR 31.5kcr in 2023

    By Our Staff

     

    Market research firm Ipsos released ‘The State of Digital Marketing in India 2023 – 24’ report jointly with ET BrandEquity.

     

    Key Highlights of the Report:

    Digital Advertising Spend – The report indicates that digital advertising spending in India has reached INR 31,500 crore in the fiscal year 2023, with an anticipated surge to INR 41,000 crore by FY 2024. This underscores the growing prominence of digital platforms in advertising strategies.

    Digital advertising spending in India is primarily driven by nine key sectors, with FMCG and e-commerce contributing to over 60% of the total digital spending. E-commerce is the fastest-growing segment, with an increase of 43% (FY 22 vs. FY 23), and FMCG grew by 30%.

    Internet adoption, data analysis and technological advancements are critical drivers of growth for digital advertising.

     

    Additional insights to look out for:

    Media Share Shift: A significant finding is the projected overtaking of digital    media over television in ad spend share by FY 2024, accounting for about 39% of the total. This shift signifies changing advertiser preferences and the growing audience inclination towards digital platforms.

    Trend projection: Marketers have adapted to the fast-paced change around technology, consumers and business by going digital and adoption, to tap into their key audiences.

    As attention spans keep dwindling, the need for video content to be brief, targeted, and engaging is more crucial than ever. The trend of concise, and powerful advertisements, known as bumper ads is projected to persist

    Influencer marketing will  play a critical role in enhancing brand and customer relationships and driving business growth

    Personalised and customised marketing to gain prominence catalysed by AI & ML

    WhatsApp Business continues to be a rising force in digital marketing, capitalising on its 2.5 billion active users globally and ~500 million in India.

     

    Said Amit Kumar Gupta, Business Head of The Economic Times Business Verticals, commented on the launch: “The integration of digital media in marketing strategies is evident, yet there’s immense untapped potential. Our report aims to shed light on these trends for business leaders steering digital marketing in their organisations. We believe this report will further open the opportunities that digital platforms offer.”

     

    Added Deepak H, Partner, Strategy3, Ipsos India: “The digital marketing landscape is rapidly evolving with trends like Generative AI, Influencer Marketing, Machine Learning, and Multi-channel Marketing taking centre stage. This report is instrumental in understanding these changes.”

     

    Intersesting findings, now let’s see whether the mothership (and industry gospel) The Economic Times uses this data as a reference point in its reports on digital.

     

  • Campaign spotlights seller success stories

    Flipkart launches 4 new ad films

    By Our Staff

     

    Flipkart has launched a series of new ad films as part of the second phase of its ‘Kuch Khaas Kamao’ campaign for sellers on its marketplace.

     

    Said Rakesh Krishnan, Vice President and Head of marketplace, at Flipkart: “As a homegrown e-commerce marketplace, we are committed to fostering an environment where the sellers can get an opportunity to make their offerings accessible to customers across the country. Empowering sellers is at the heart of our ‘Kuch Khaas Kamao’ campaign. By leveraging Flipkart Seller Hub, our 1.4 million sellers unlock vast business opportunities and build enduring customer trust. It’s a journey where reliability meets success, creating a win-win for sellers and customers.”