MxMIndia

Category: Digital

  • The matchmaking service has launched a new TV commercial starring actor Madhavan

    Madhavan chosen as face for Elite Matrimony

    By A Correspondent

     

    Matchmaking service Elite Matrimony has launched a new TV commercial starring actor Madhavan.

     

    Said Murugavel Janakiraman, CEO – Matrimony.com: “The elite have a unique challenge of finding a “personal and lifestyle match” that fits their aspirations and stature. Businessmen, celebrities and entrepreneurs succeed professionally because they’re experts in their area and likewise Elite Matrimony is a matchmaking expert offering wider choices and better matches for the rich and the affluent. Actor Madhavan known for his unique portrayal in cinema, elegance and pan India appeal was a perfect fit for us to showcase the exclusive Elite Matrimony matchmaking service.”

     

    Added Roshni Chandran, Director, Primary Colours Creative agency: “We looked at the challenges faced by affluent parents in finding a match for their daughter or son and scripted a story around it. In collaboration with the client, who chose actor Madhavan, we took a direct approach of recommendation of the service by the celebrity.”

     

     

  • Ghazal maestros Pankaj Udhas, Talat Aziz, Anup Jalota, Rekha Bhardwaj, Sudeep Banerjee and others perform live at Khazana on 27th and 28th July 2018

    Hungama to live-stream ‘Khazana – A Festival of Ghazals’

    By A Correspondent

     

    Hungama is set to live-stream ghazal concert, ‘Khazana – A Festival of Ghazals’ on July 27 and 28. As digital partner for the seventh consecutive year, Hungama will leverage the global reach of its platforms to help introduce the magic of ghazals to an even wider audience. Users worldwide can tune in to Hungama Music, Hungama Play, Artist Aloud app to catch the show. In addition to this, Hungama will also provide catch-up content from Khazana, post the show, on Tata Sky Music, Tata Sky Music+, Airtel DTH, Airtel Linear Channel – Nazrana, Hungama Play, Mi TV and Mi Music.

     

    Said Neeraj Roy, Managing Director and CEO, Hungama Digital Media: “Our association with Khazana is a unique blend of creativity and technology. It allows us to leverage the power of digital and take the craft of ghazals to an international audience. We are elated to take the festival live on our platforms and also extremely honoured to lend our support to the two charities.”

     

     

  • Happy mcgarrybowen created a 360-degree campaign for the same titled #OutOfTheWorld

    Happy mcgarrybowen unveils ad film for Jabong’s Big Brand Sale

    By A Correspondent

     

    Jabong has launched its new marketing campaign to promote the fourth edition of its ‘Jabong Big Brand Sale’, which will end today. Happy mcgarrybowen created a 360-degree campaign for the same titled #OutOfTheWorld.

     

    As part of the campaign, the agency created a 30-second television commercial set in outer space. The commercial has fashionable people floating about in zero gravity chasing an army of shooting stars. Said Gaurav Kackar, Head of Brand, Jabong: “This campaign supports our bi-annual sale property- Jabong Big Brand Sale, which is about the best of international and Indian brands available at unbelievably great discounts. Our brief was to create a Jabong world where people express their individuality and sense of fashion, eluding the pull of the real world norms. Happy mcgarrybowen creatively translated the brief into the #OutOfTheWorld campaign. All credit to the collaboration between Happy mcgarrybowen and Jabong teams along with the director’s vision to capture the brand essence in a unique way and at the same time highlight the key sale callouts and innovations.”

     

    Added Kartik Iyer, CEO of Happy mcgarrybowen: “In a typical situation, this would be another opportunity to do another sale ad. But this is Jabong and the team seems to just push the experience of every piece of communication, every single time. A fresh take on what to expect and the excitement around it makes up the experience to be totally out of this world. All credit to the collaboration between client, agency and director.”

     

     

  • The agency will be involved in the strategy, content creation and creatives across all digital platforms

    Dvio Digital bags creative and digital mandate for VYRL Originals

    By A Correspondent

     

    Dvio Digital has bagged the creative and social media mandate for VYRL Originals by Universal Music. The account was won following a multi-agency pitch. The agency will be involved in the strategy, content creation and creatives across all digital platforms.

     

    The agency will leverage their muscle to build communications for VYRL Originals across digital platforms. The agency will be handling VYRL’s Facebook, Twitter, YouTube and Instagram.

     

    Said Sowmya Iyer, CEO and Founder, DViO Digital: “DViO has a vast experience with handling entertainment brands and has been associated with one of the most popular music streaming app in India. We are excited to go onboard with VYRL and look forward to helping them market the original content and promote non-film music in a huge manner. Every month is going to bring in a different flavour for listeners.”

     

    Added Vinit Thakkar, Senior Vice President, Universal Music Group India & South Asia and EMI Records India: “We are confident that DViO is going to make a huge impact to our current strategy. It’s an exciting time for us at Universal Music with VYRL Originals and I feel that DViO’s team is experienced and capable of delivering an end to end creative solution. We look forward to working closely with them.”

     

     

  • Increasing mobile in marketing media mix can create about $14bn opportunity between fashion brands, notes a Facebook-KPMG report

    Mobile to fuel apparel & accessory buys

     

    By A Correspondent

    India has emerged as one of the world’s fastest growing fashion markets over the years. Traditional brick-and-mortar brands are increasingly adopting digital channels for engaging with and selling to Indian consumers while maintaining their competitive positioning. In order to help these brands understand and eliminate reasons for consumer drop-outs in their path to purchase of apparel and fashion accessories, late last month, Facebook released the next installment of the research report under its Zero Friction Future programme titled “Eliminating friction in Fashion path to purchase”. The third in the series, the reports are authored by KPMG, based on primary research and insights basis the survey conducted by Nielsen for various industry verticals, across different cities in India.

     

    According to the findings of the report, friction accounts for 19% of consumer dropouts, in apparel category, and more than two-third of this friction is caused by media. In accessories category, friction accounts for 22% of consumer dropouts, and around two-third of this friction is caused by media. It further highlights that by 2022, seven in ten fashion accessory purchases in 2022 will be mobile influenced, nearly half of which will be driven by Facebook, amounting to a USD 110 billion sales opportunity. Additionally, mobile will influence two in three apparel purchases, amounting to USD 66 billion opportunity for brands, half of which will be driven by Facebook.

     

    Commenting on the launch of the report, Pulkit Trivedi, Director, Facebook India, said: “Fashion spectrum in India has evolved so considerably, that the apparel and accessory market is projected to reach USD 102 billion and USD 155 billion individually, by the year 2022. Today, mobile has become central to the way brands market and sell their products and engage with customers end-to-end. With our Zero Friction Future report, we aim to help fashion brands adopt relevant marketing strategies and reduce friction in consumer journeys across multiple touch-points, leading to improved conversion rates and increased revenue opportunity.”

     

    The study reveals that mobile enabled purchase journey is 14% and 25% shorter than offline journeys of apparel and fashion accessories respectively. The friction faced by consumers can be reduced with the higher use of mobile in the media mix, creating ~USD 14 bn worth of potential revenue for fashion brands by 2022. It also suggests that mobile can reduce media friction by 3 percentage points for apparel category and 4 percentage points for accessories, allowing the brands to tap into ~USD 5 & 9 billion market opportunity respectively.

     

    Speaking on the report findings, Sreedhar Prasad Partner & Head –E-Commerce and Internet, KPMG in India remarked: “The fashion consumption story of India is evolving and demand for quality fashion products is on the rise. This phenomenon is not limited to Tier 1 markets, but also Tier 2 and below towns, on account of growing per capita income, mass urbanization and increasing access to digital content. Rising affluence of the middle income group is creating demand for aspirational brands. In order to capture a larger share of mind, time and wallet of their target customers, fashion and e-commerce brands should continuously evaluate their marketing mix to ensure presence where the customer is. The report aims at exploring the customers’ path to purchase and associated friction throughout their journey.”

     

    Added Ashish Karnad, Executive Director – Marketing Effectiveness, Nielsen India: “We wanted to measure the influence and impact of media touch-points on consumers’ path to purchase route – right from the time they have a need to buy an apparel or fashion accessory, to finally buying it. We designed the study to get a zoomed-in view on how buyers are now interacting with various media touch-points. Unsurprisingly, mobile is playing a key influencer in the entire journey. While other touch points have their own roles to play in a buyer’s journey, Mobile helps in reducing friction at each stage. We hope this study will give a strategic view on the opportunities being missed by marketers due to media friction and bring in further optimization.”

     

    According to the research, top friction areas for different demographic cohorts vary and hence marketers need to customize their marketing strategy accordingly. Some key consumer friction areas across touch points include:

    :: Gender based: Both men and women display different drivers for entering the purchase funnel. Men seek clear next steps after watch and advertisement. On the other hand, women are more susceptible to ignore ads if they fail to either capture their attention or provide relevant information. As they both ahead in the purchase journey, credible information and better ‘value for money’ become important decision making parameters for both men and women. While buying fashion accessories, women are more sensitive to price and lack of trust at point of sale. Men, however, are more likely to ignore an advertisement at top of the funnel, but seek lucrative offers and detailed information for evaluating their shortlisted products.

    :: Age specific: 35-49 year old are more sensitive to inaccurate targeting of ads, or lack of clear call-to-action. However, younger age group of 18-24 year old have a higher propensity to drop-out at the intent stage. Highest friction is accessory purchase across age groups is observed at the top of the funnel. Across age groups, more than 1 in 3 consumers shopping at retail stores are likely to change their purchase decision. Consumers from all age groups discontent for lack of options to compare and choose from, lack of attractive offers and expectation mismatch at point of sale. This creates an opportunity for e-commerce players to deploy full-funnel marketing strategies by addressing these friction points. Brand’s communication strategy implemented in tandem with e-commerce strategy could capture leads at top of the funnel and facilitate their movement through the purchase funnel.

    :: Socio-economic: Both NCCS A and NCCS B consumers display comparable tendency to enter and complete the apparel purchase journey. However, more than three fourth of prospects abandon apparel purchase at either awareness or intent stage. NCCS B consumers are more likely to abandon an accessory purchase after entering the purchase funnel as compared to NCCS A, and half as likely as NCCS A to transact online. Contextualization of content and call-to-action mechanism could extend the proposition of online medium to NCCS B consumers.

     

  • Entropik Tech helps brands decode their consumer’s subconscious responses using emotion recognition technologies like Brainwave Mapping, Facial Coding & Eye Tracking

    Entropik Tech awards commsto Mavcomm

    By A Correspondent

     

    Entropik Tech, a pioneer in the space of Emotion AI, has awarded its communication mandate to Mavcomm Consulting.

     

    Said Ranjan Kumar, CEO and Founder of Entropik Tech commented: “With EmotionAI being a fairly new concept for the Indian market we wanted a partner that could help us create awareness &familiarity for the category. Someone that understood both the nature and dynamism of a fast-growing company like ours. Mavcomm Consulting has exhibited an excellent grasp of our business requirements and brought to the table a relevant body of work, having serviced high-growth companies. We are confident that they will represent us effectively in building awareness & thereby broadening our communication reach.”

     

    Said Anand Mahesh Talari, Founder & Managing Director, Mavcomm Consulting: “It will be an understatement to say that we are really excited on being chosen by India’s only Emotion AI startup. AI is the buzz word currently and we are looking forward to creating a strong presence for Entropik within the AI space along with a unique positioning as one of its kind Indian tech firm. We would like to thank the young and dynamic team of Entropik Tech for giving us an opportunity to manage their communications mandate,”.

     

     

  • A alarming 76% of parents say they are aware that online images of their children could end up in the wrong hands, notes a McAfee study

    Why sharing of kiddie images on social is uncool

     

    By A Correspondent

    McAfee, the device-to-cloud cybersecurity company, announced results from its latest survey, ‘The Age of Consent’, and found 40.5 per cent of parents in India post a photo or video of their child at least once a day on their social media accounts with 36 per cent posting a picture of their child once a week – highlighting the extent of child exposure on the web arising out of a desire to stay connected with friends and family. Most parents identified the following concerns associated with sharing images online including pedophilia (16.5 per cent), stalking (32 per cent), kidnapping (43 per cent) and cyberbullying (23 per cent), but many (62 per cent) don’t even consider if their child would consent to their image being posted online. What’s even more alarming is that a whopping 76 per cent of parents say they are aware that the images of their children posted online could end up in the wrong hands.

    The survey also found parents from Mumbai to be most active with 48 per cent posting a picture of their child on social media at least once per day in comparison to other metros like Delhi (38.5 per cent) and Bangalore (31 per cent). Parents from Bangalore (59 per cent) exercise highest caution and post pictures of their children only from private social media accounts, closely followed by Mumbai (57 per cent) and Delhi (48.5 per cent). Parents

    Said Venkat Krishnapur, Vice-President of Engineering and Managing Director – McAfee: “Social Media is a great way to connect with friends and family, to share what’s going on in our lives with loved ones. However, the survey reveals parents are not giving enough consideration to what they post online and how it could harm their children. Posting kids’ information may compromise their personal information. Responsibility lies with parents to understand the implications of their social media habits/actions and the repercussions the child may face.”

    While it’s clear that parents are worried about physical risks to their children’s safety, results indicate less concern about the emotional risks. While 46% of parents are concerned that posting an image of their child online could be embarrassing or lead to anxiety, they do it anyway. Emotional side effects should not be discounted. According to a survey from ComRes, more than one in four children between 10 and 12 years old feel embarrassed, anxious or worried when their parents post pictures of them online.

    Interestingly, it appears moms consider the embarrassing side-effect more than dads, with 47% mothers admitting that they would never post images their children would be embarrassed by, in comparison to 38% of dads.  However, when they do, mothers (63%) are also less likely to seek their child’s permission before posting an image of them on social media, as opposed to fathers (55%). The survey also highlights how mothers are more conscious about online behavior when it comes to their children with 73% admitting they would never share an image of their child under 2 without clothes on over social media in comparison to men (66%). On the other hand, the dangers that discourage the two are varied as fathers (47%) are most concerned about the danger of identity theft while mothers (49%) are most concerned about the image of their children being edited/photoshopped.   

    Parental Tips for Safe Sharing

    Watch out for geo-tagging: Many social networks will tag a user’s location when a photo is uploaded. Parents should ensure this feature is turned off to avoid disclosing their location. This is especially important when posting photos away from home.

    Lock down privacy settings: Parents should only share photos and other social media posts with their intended audience. Services like Facebook and Instagram have features that allow posts to be shared only with confirmed connections, but everything posted on a social network should be treated as if it’s public.

    Set ground rules with friends, family and children: Be clear with friends and family about guidelines when posting images. These rules can help avoid unwanted situations where a family member has shared photos without explicit permission. Don’t forget that these ground rules should also apply to parents to protect the children in the images from embarrassment, anxiety or even cyberbullying.

    Take control of your personal information: As the number of reported data breaches continue to rise, so does the possibility of identity theft. For children who are too young for a credit card, parents should freeze their credit to avoid any unauthorized use. An identity theft protection solution like McAfee Identity Theft Protection can help consumers proactively protect their identity and keep their personal information secured from misuse.

    Survey Methodology

    McAfee commissioned OnePoll to conduct a survey of 1000 parents of children aged 1 month to 16 years old across Mumbai, Delhi and Bengaluru.

     

  • The film conceptualised by Law and Kenneth Saatchi and Saatchi, has an exaggerated vibe that is hard to miss

    Why wait for Diwali, shop now, says Pepperfry.com

    By A Correspondent

     

    Pepperfry.com has unveiled a new marketing campaign to launch the pre-festive ‘Why Wait For Diwali Sale’. Through this campaign, Pepperfry encourages customers to gear up for the festive season in advance by shopping the sale and availing discounts of up to 50 per cent off on just about everything on Pepperfry. The film is conceptualised by Law and Kenneth Saatchi and Saatchi.

     

    Said Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi: “We were asked for a clutter breaking film high on energy that ensured people wouldn’t wait until Diwali to buy new furniture… check, check and check.”

     

    Added Kashyap Vadapalli, Chief Marketing Officer, Pepperfry: “Pepperfry is known for single-handedly expanding the organised furniture category in India both online and offline. As consumers evolve beyond the hygiene factors like service and delivery we want to give them more reasons to shop by adding excitement to their furniture shopping experience with interesting designs, lots of variety and great value. Therefore, the tone and manner of our new commercial is vibrant with a theatrical approach which is very different from Pepperfry’s previous campaigns. With this campaign we want to trigger interesting conversations around the brand and the category.”

     

     

  • The campaign emphases on how the youth have evolved to a point where nothing can stop them from being the game changers

    Hardik Pandya now a #GameChanger for Sin Denim

    By A Correspondent

     

    Hardik Pandya is set to star in a new campaign for Sin denim. Said Vijaylaxmi Poddar, Director, Clothing Culture Ltd, which owns the brand Sin Denim: “The season is going be a #GameChanger for us as we move ahead with =Gen Next. The youth are the most important section of a society, as they are the future. Only they can make a difference and emerge as the #GameChangers. With this campaign, we are creating the vision and validation of Sin denim as a brand that appeals to the new generation. On behalf of Sin Denim, we welcome Hardik Pandya as the face to our brand. As an upcoming youth icon, his commitment and drive is akin to the ideals of our brand. We are excited and looking forward to this association,”

     

     

  • Powered by Flipkart Fashion, the show features host Ira Dubey exploring the present fashion scene

    Network18 Digital announces launch of ‘India Ka Fashion Capital’

    By A Correspondent

     

    Network 18 Digital has announced its new content offering – India Ka Fashion Capital, powered by Flipkart Fashion and produced by Firstpost Studio.

     

    Commenting on the show, Azim Lalani, Business Head of English General News Cluster, Network 18 said: “Our priority has always been to engage a diverse set of audience with strong, original and one-of-its-kind content. Our offerings to our viewers are accentuated by effective collaborations with brands such as Flipkart. It’s a two-way association where our content significantly highlights the brands’ efforts and assists them with achieving their communication goals. For Flipkart’s India Ka Fashion Capital we have creatively reinforced the platform’s standing as one-stop-destination for all things fashion. Along with delivering an innovative marketing solution to the brand we are sharing excellent content for our discerning audience that diligently follows fashion trends. The unique show also adds to our repertoire of path-breaking digital offerings.”

     

    Sharing his perspective on the show, Sushanth Ravikumar, Associate Director – Brand Marketing, Flipkart said: “India’s local fashion markets play an integral role in molding the country’s fashion culture. Flipkart aims to recreate and improve on the best aspects of these markets. This web series explores what makes Flipkart Fashion ‘India Ka Fashion Capital’ in a manner that is genuinely interesting and our partnership with Network18 Digital enables us to reach a diverse audience with quality content. ”

     

     

  • To deliver world-class entertainment at superfast speeds through Hathway set-top box

    Netflix partners Hathway Broadband in India

    By A Correspondent

     

    Hathway and Netflix have partnered to provide consumers seamless access to Netflix through the Hathway set-top box. The set-top box will come with a remote with a dedicated Netflix button to allow users to launch Netflix with the click of a button. Hathway subscribers will be able to pay for their Netflix subscription using their Hathway bill.

     

    The Hathway set-top box will be launched at an introductory price of Rs. 2,999. All existing and new Hathway broadband consumers, who subscribe to Netflix and pay through their Hathway bill for their Netflix subscription, will receive this box for free.

     

    Said Rajan Gupta, MD, Hathway: “In this smart and digital era, customers are looking at leading Internet entertainment services like Netflix to access high quality, well produced entertainment. The soon to be launched Hathway set-top box will make watching streaming videos on large screens an incredible experience. The Hathway set-top box will be bundled with our high-speed, unlimited fibre-to-home monthly plans.”

     

    Added Tony Zameczkowski, VP, Business Development, Netflix Asia: “We’re very excited to partner with Hathway Broadband in India to bring the latest technologies and great stories under one roof. The Hathway set-top box will allow Hathway’s customers to use the Netflix button on their remote controls to seamlessly access and enjoy the best entertainment at high speeds.”

     

     

  • Appoints Mithun Mukherjee and Viraj Rohan Circar as Associate Creative Director and Executive Creative Director

    Grapes Digital strengthens its creative team

    By A Correspondent

     

    Grapes Digital, the digital and marketing agency, has made key appointments to strengthen its creative team in Delhi. They have roped in Mithun Mukherjee as Associate Creative Director and Viraj Rohan Circar as Executive Creative Director.The duo will be responsible to overlook the creative requirement of the current clients amd pitches

     

    Speaking on the appointments, Himanshu Arya, Founder, Grapes Digital, said: “We welcome Mithun and Viraj on board. They bring lot of new ideas and tons of enthusiasm and we look forward to build some exciting campaigns together.”