MxMIndia

Category: Digital

  • Katrina will be the face of Lenskart for the next two years

    Lenskart ropes in Katrina Kaif as brand ambassador

    By A Correspondent

     

    Leading eyewear company Lenskart has announced Bollywood star Katrina Kaif as its brand ambassador. Kaif will be the face of Lenskart for the next two years and would also feature in the brand’s new campaign.

     

    Commenting on the new campaign launch, Peyush Bansal, Founder and CEO, Lenskart.com said: “Lenskart as a brand is all about fun, fashion, playfulness and friendliness. Katrina, we feel, is all of this too naturally, hence a perfect fit and not a forced fit”. He further added: “We were looking for someone who naturally fits the Lenskart brand proposition of ‘Addictive Playfulness’. Katrina fits this the most. Her song ‘Kala chashma’ was a phenomenal success and we think she will be really successful with the actual chashma (spectacles) as well”.

  • Hathway will provide high-speed fibre broadband subscribers YuppTV subscription as part of the monthly plans

    Hathway partners YuppTV to offer digital entertainment

    By A Correspondent

     

    Hathway has partnered with YuppTV to offer live TV and on-demand entertainment content to customers. Hathway will provide high-speed fibre broadband subscribers YuppTV subscription as part of the monthly plans.

     

    Speaking on the alliance, Rajan Gupta, MD, Hathway said:”The entertainment consumption landscape has changed, the control has shifted to the consumers who can decide what they want to watch at their convenience on multiple devices. The key to this shift is high speed broadband and very affordable price point that makes watching and streaming video a pleasure. No wonder terms like binge watching and OTT original content has gained prominence in quick time. We, at Hathway, are at the right time at the right place and with the right partnership to accelerate this evolution of new age of entertainment. YuppTV gives our customers access to a multitude of entertainment choices making this a win – win situation to not only Hathway and YuppTVbut most importantly our customers, who can experience real choice when it comes to entertainment consumption”.

     

    Adding to this, Uday Reddy, Founder & CEO of YuppTV said:”Content with the right connection can go a long way in redefining our industry. We believe that this partnership will help us reach a wider audience base with high speed internet. Over the years we have built a very strong content library across genres that will appeal to every individual in the family, be it movies & music or soaps & serials or lifestyle & Infotainment. With our in-depth analytics and understanding of the audience, we are also creating high quality original content to engage and entertain them at their leisure. Within the next one year we are producing 1000 hours of content, which we are sure will entertain the regional audience. Our depth and reach into unique content will help us consolidate our leadership position in the consumers living rooms as well as broadband accessed devices.”

  • The new adWords experience will load pages faster so that the information needed is accessed instantly

    Google launches new AdWords experience

    By A Correspondent

     

    With the aim of providing a faster and more intuitive AdWords for advertisers to reach their business goals, Google India has launched its new AdWords facility.

     

    Said Jerry Dischler, Vice President of Product Management, AdWords: “Since introducing AdWords 15 years ago, we’ve seen a fundamental change in the way people find what they want, when they want it. We now use multiple devices throughout the day, and watch more videos and visit more websites and apps than ever before. This rise in complexity has created the need to reimagine AdWords, and over the past year, our product teams have been thinking hard about how we can make AdWords as relevant for the next 15 years as the first 15. With the new AdWords, there is less clutter and more intuitive workflows, allowing advertisers to now quickly make the changes that will move their business forward.”

  • Consumer mobile behaviour tends to shift rapidly, and sometimes in some very subtle ways, notes Verto Analytics

    Four Trends to Watch in Mobile Consumption

     

    Consumer mobile behaviour tends to shift rapidly, and sometimes in some very subtle ways. It is imperative for brands, advertisers, and publishers to adopt increasingly targeted and sophisticated ways of tracking the consumer’s digital journey, especially considering the constant proliferation of new products, content, and user interfaces all designed to capture — and hold — our attention.

     

    Our latest report presents Verto Analytics’ findings and analysis on consumer behaviour, reflecting proprietary data (gathered between 2016 and 2017) from U.S. adult (aged 18 and above) audiences. Based on this data, our team has identified four trends we predict will strongly impact brands, advertisers, agencies, and digital publishing companies in the coming year:

     

    Highlights include:

    1. The Future of Personal Assistant Devices, Smart Speakers, and Voice as a User Interface 
      The Amazon Echo has been in the market for just over two years, but it’s already created a new class of voice-driven devices, often referred to as personal assistants, home assistants, or smart speakers — with other key players like Apple and Samsung quickly developing their own offerings. What’s next for this new and rapidly-growing category of consumer devices?
    2. Mobile Gaming Stagnates
      Have we reached the end of the road, at least for the moment, when it comes to mobile gaming hits?
    3. How Consumers Spend Their Time Online
      While individual consumers still spend the bulk of their online time on social media, communications tools, and games, their attention — or the amount of time they spend — is shifting toward other types of content.
    4. Keeping Pace With Digital Consumer Behaviour
      These new and sometimes subtle changes in consumer behaviour mean we must adapt how we measure new devices and surrounding services. Verto weighs in on two of the most important emerging metrics to track.

     

    The following is the conclusion of the report that can be downloaded at http://research.vertoanalytics.com/consumer-behavior-in-2018-four-trends-to-watch:

     

    Consumer mobile behavior tends to shift rapidly, and sometimes in some very subtle ways. It is imperative for brands, advertisers, and publishers to adopt increasingly targeted and sophisticated ways of tracking the consumer’s digital journey, especially considering the constant proliferation of new products, content, and user interfaces all designed to capture — and hold — our attention.

     

    Will these new user interfaces, and the spectrum of new devices they could power (everything from VR kits to wearables), continue to grow in the future? And an even a bigger question — one that could significantly affect the revenues of today’s dominant device manufacturers and operating systems — is whether new devices are adding into or substituting for the existing use of the internet. 2018 has all the hallmarks of ten more years of progress with new interfaces and digital services designed to keep consumers engaged and entertained.

     

    We have seen how mobile usage has contributed significantly to how consumers currently use the internet. However, some of Verto Analytics’ latest data indicates that dedicated voice devices, such as the Echo, have actually overtaken usage from other devices; for example, people play music by using spoken commands, instead of using their mobile device as the interface for accessing music content. Will substitutive or complementary use dominatein the future, as we see new device platforms emerging?

     

    Beyond the mobile-centric revolution and emergence of new forms of entertainment with mobile games, the market is obsessed with the evolution of user interfaces. While the iPhone introduced the touchscreen as the standard user interface to the masses, we are now seeing Siri and dedicated devices like the Amazon Echo coming to reach market popularity. And in the coming years, we anticipate these changes in content, interfaces, and consumer behavior to change at an increasingly rapid rate. Developing a greater understanding of consumer journeys will, in turn, equip brands (and the agencies that serve them) with the insights they need to build the products and experiences that meet consumers’ precise needs and give them an advantage in cultivating long-term loyalty and engagement. After all, knowing how to meet consumers’ precise needs based on their everyday behavior will help brands and publishers know how to build and market products that delight their customers.

     

    As a result, we hope the data and analysis in this report serve as a useful yardstick for any company attempting to navigate and succeed within this volatile landscape, and provide strategic guidance for 2018 and beyond.

     

     

  • It’s a portfolio of seven digital channels

    India Today Group flags off digital entity, MobileTak.in

    By A Correspondent

     

    The India Today Group launched a new portfolio of seven niche digital channels across six platforms under the umbrella of Mobiletak.in. The digital channels include News Tak, Sports Tak, Food Tak, Life Tak, AstroTak, Tech Tak, and Yoga Tak.

     

    Commenting on the launch, Kalli Purie, Vice Chairperson, India Today Group said: “Content consumption on mobile devices is growing at a phenomenal rate and we are catering to this growing appetite for content on mobile with this new launch. Mobiletak.in is mobile first in content and experience. We always wanted to create a series of niche channels. This would have been a herculean task on television, but the onslaught of content consumption on mobile and the current digital landscape have enabled in ushering in the simultaneous mega launch of the seven niche digital channels”.

     

     

  • The event brought together marketers and advertisers to discuss key strategies focused on growth marketing

    Facebook educates businesses to drive growth in a mobile first era

    By A Correspondent

     

    In an attempt to reach out to marketers directly, Facebook hosted “Discover Growth”, an event which brought together marketers and advertisers to discuss key strategies focused on growth marketing and how Facebook solutions can help businesses drive growth.

     

    Speaking at the event, Sandeep Bhushan, Director, India and South Asia (who is also helming Facebook in India after the exit of Umang Bedi) said: “With over 217 million monthly active users in India – most of whom are active on mobile – Facebook is at the heart of a mobile-first shopping journey. We want to help all marketers and businesses drive revenue growth by tapping into the shift in consumer behaviour towards mobile, and help them adopt practices to drive both penetration and loyalty.”

     

    According to a communique, attendees at the discussion gained an in-depth insight into Facebook’s mobile solutions that can help marketers grow and engage consumers at every step of the purchase journey. Some of the top strategies included:

     

    – Acquiring customers and generate intent – consumer journey – with the adoption of products and platforms such as mobile – has changed so much, to wait for people to come to them. Brands need to acquire customers on mobile by reaching people earlier in the purchase journey. They can no longer wait for purchase intent, they need to create it.

    – Creativity: with declining attention spans and impatience on the rise, it is imperative to capture attention quickly with compelling short creatives. The short form creative ad formats on Facebook that are built to deliver better experiences on mobile can not just help drive awareness but also generate purchase intent.

    – Measuring what matters: what ultimately matters is measuring what is actually working so that marketers can refine their marketing spends. Facebook’s people based measurement solutions can help measure what’s working across channels to enable optimized spending to those attributing to the best results.

     

     

  • Through this TVC, Shaadi.com is letting singles know that they are not alone, and that marriages are made in heaven, but people need to take the first step on earth

    Shaadi.com launches TVC for singles stuck on Shayad.com

     

     

    Shaadi.com has launched its new TVC on the theme ‘Shayad.com se nikliye aur Shaadi.com pe aayiye’.

     

    Talking about the campaign, Gourav Rakshit- CEO, Shaadi.com, said: “Shaadi.com’s five million success stories have taught us, that taking the first step is the toughest part, and they need to plan so that they don’t delay the action. This campaign is dedicated to all those singles who find themselves stuck in the Shayad world, and to inspire them to plan and take the first step.:

     

    Commenting on the creative thought behind the new television commercial, Parixit Bhattacharya, Managing Partner – Creative, TBWA India, said: “This TVC is designed to deliver a simple message – that every single person should take charge of their fate and step out of Shayad.com and step into Shaadi.com. It wants to establish one single fact that if you have decided to get married, you need to come to Shaadi.com where dreams are brought to life.”

     

     

  • There is surging consumer demand for anywhere, anytime convenience, notes the report

    Online FMCG will outpace offline in 5 yrs: Nielsen

     

    By A Correspondent

     

    Growth in the online FMCG sector has been outpacing offline FMCG growth, with e-commerce sales growth all set to get past traditional retail sales growth within the next five years, according to a new report released by Nielsen, the What’s Next in E-Commerce Report. While total FMCG retail sales growth currently sits at around 4% per annum, total retail e-commerce is predicted to grow by 20%, or an additional $2.1 trillion, by 2020.

     

    The latest trends in consumer purchasing online within the FMCG sector point to strengthening growth in online adoption and spend around the world according to the report. The report illustrates that while FMCG has historically trailed many other categories such as electronics, mobile goods and travel when it comes to online spending, that trend is set to change in the coming years.

     

    As many of the existing barriers to e-commerce adoption are overcome, such as retail infrastructure and supply, environmental and cultural factors like credit card fraud, and logistics to support the ‘last mile’, e-commerce is set for exponential growth. These factors are being compounded by surging consumer demand for anywhere, anytime convenience.

     

    The Nielsen report highlights four key influencers significantly impacting e-commerce growth trends around the world:

    • E-commerce is growing rapidly, but the growth factors are not uniform:Connectivity and accessibility to cheaper data and handsets play a key role in shifting consumer behaviour, and to a large extent smartphone reach is an early indicator of potential e-commerce growth. However, connectivity alone isn’t sufficient to drive e-commerce penetration. Supply factors and cultural nuances also influence consumers’ online purchase behaviour.

     

    • Drivers and barriers are similar, with one exception:The number one driver across most countries for e-commerce purchases is convenience, with the exception of the U.S. where consumers are more motivated by deals. Conversely, there are three key considerations when examining barriers to e-commerce. Firstly, the desire to examine an item before buying it – from grocery to apparel. Secondly, the lack of trust that retailers will meet expectations around freshness. And thirdly, concern over the level of quality of products bought online vs. in-store. Retailers need to alleviate these barriers to drive their share of the consumer e-commerce wallet.

     

    • The ability to win the elusive food basket will be key to success in retail e-commerce:The food basket, due to its reptitive purchase pattern, is the Holy Grail for retailers, however, food items remain largely absent from e-commerce sales. Winning the food basket is critical to succeeding in the online FMCG sector.

     

    • Wooing the omnichannel consumer:When it comes to retail e-commerce, Convenience, Price/Value, Assortment and Customer Experience are the highest-ranked considerations driving consumers’ online purchasing decisions. In order to develop a winning e-commerce strategy, retailers need to ensure they are prepared to over-deliver against each of these four drivers.

     

    For an in-depth look at e-commerce trends around the world and the factors driving growth across the online FMCG sector, download the Nielsen What’s Next in E-Commerce Report.

     

     

  • With this new campaign, Bharti Axa General Insurance aims to spread awareness and drive conversation among the millennials that relying only on luck is not the smartest choice

    Bharti Axa champions planned investment in latest digital campaign

    By A Correspondent

     

    Bharti Axa General Insurance has announced the launch of its new digital campaign – “Luck pe bharosa chhodo aur Insurance se nata jodo”.

     

    While describing the concept, Upendra Namburi, Chief Innovation and Marketing Officer, Bharti AXA General Insurance said: “Each one strives and saves hard earned money to create assets for themselves. However, when it comes to assuring protection of these assets many Indians still believe in superstition and luck. Similarly, in case of health as well, not many protect themselves against unexpected medical emergencies, instead follow unreliable methods. With this insight and behaviour, we have developed our new campaign that aims to educate the makers of tomorrow about the need and importance of asset and health protection. The campaign targets millennials of today who take a more balanced view towards life. At Bharti AXA General Insurance, customer-centricity is at the heart of evert initiative and we shall continue to develop innovative solutions and ideas to bring alive our offerings.”

     

    The campaign went live last week and will be supported by content and influencer partnerships along with on ground activities to engage with the audience.

     

     

  • Entry level recruitment (blue and white collar talent) is challenging in sectors such as BPO, Sales, Logistics, Fulfilment, etc

    Mullen Lintas shows how hiring is better and simpler with Quikr Jobs

    By A Correspondent

     

    Mullen Lintas Bangalore has launched new films for Quikr Jobs for entry level white collar (nurses, sales, BPO) and blue collar jobs (security guards, warehouse executives, receptionist or delivery boys). Said CMO Vineet Sehgal: “With 1 crore + active candidate profiles and over 500 job roles, Quikr Jobs is the largest candidate database provided by any job portal in the entry level and blue collar hiring space in India. We wanted to amplify this message to the businesses that are looking to hire through the year and also bring alive the quirkiness of our brand through this communication.”

     

    Added Shriram Iyer, NCD, Mullen Lintas, on the campaign idea: “Recruitment simplified was central theme around which we have built the entire campaign. Simple visual actions that convey speed and ease of finding talent makes the films light hearted and memorable”.

     

     

  • Titled "Fun on Your Side", the digital campaign aims to bring different aspects of fun to lie that customer can experience with the all-new EcoSport

    Ford EcoSport initiates innovation with Google Search

    By A Correspondent

     

    To celebrate the launch of compact SUV Ford EcoSport, Ford India teamed up with Google to launch what it bills as a first-of-its-kind digital campaign in the automobile space in India.

     

    Titled “Fun on Your Side”the digital campaign aimed to bring different aspects of fun to lie that customer can experience with the all-new EcoSport even when they search for it online.

     

    The activity started on November 9 and will be on till November 15. Said Rahul Gautam, Vice President – Marketing, Ford India: “The car that started the compact SUV phenomenon in India is back to win many more hearts and minds. With the Fun with EcoSport campaign, we have worked with Google to ensure that the spirit of fun spreads beyond our dealership floors to everyone searching for it. With the New Ford EcoSport, our engineers have combined style, fun, and technology – all in one package – that we want our consumers to search and experience.”

     

    Commenting on the campaign, Vikas Agnihotri, Director Sales, Google India added: “Research shows 89 per cent of car buyer’s decision making is influenced through digital and majority of their journey starts from Google Search. The digital campaign for the launch of the new Ecosport combines strong intent cues from consumers with the innovative search voting feature to provide a fun-filled and memorable experience.”

     

     

  • The competition aims to encourage teenagers to discover their hidden ninjas and unlock their creativity

    Google’s Web Rangers makes a comeback with the third edition

    By A Correspondent

     

    Google has announced the third edition of its Web Rangers contest, an initiative that is designed to spread awareness about internet safety and promote digital citizenship. The competition aims to encourage teenagers to discover their hidden ninjas and unlock their creativity in highlighting the importance of cyber safety. After screening thousands of entries, the programme will reward seven Web Rangers — who know it all about staying smart, safe and savvy online.

     

    The contest is open to students across the country within the age group of 10 and 17 years. To take part, one has to run ones own internet safety campaign, either individually or as a team of three. It could be one large initiative or a collection of multiple projects like a social media campaign, a video series, awareness drives or all of them — there is no restriction on the format or the number of initiatives.The format is completely open – create a video, website, app or a game – but it should empower users to stay safe on the Internet and learn what it takes to be a good digital citizen.

     

    Said Sunita Mohanty, Director, Trust and Safety at Google: “With the Web Rangers contest, our idea is to promote safe use of the Internet among school students and create better awareness amongst the teenagers on how to be good digital citizen and staying safe online. We have seen an overwhelming response to our first two editions and the participation numbers are only growing. This year, we are ramping our efforts to reach more and more teenagers across India and will be hosting many online and offline events. As we celebrate the third edition of the Web Rangers contest, we can’t wait to see what the students have in store for us,”

     

    The deadline for submitting entries is January 15, 2018.