MxMIndia

Category: Digital

  • This year’s theme for the report revolves around how mobile is a bigger platform than digital platforms

    MMA and GroupM launch Mobile Ecosystem Report 2020

    By A Correspondent

     

    The Mobile Marketing Association India (MMA India) in collaboration with GroupM has launched the third edition of ‘Mobile Marketing Ecosystem Report 2020’.

     

    This year’s theme for the report revolves around how mobile is a bigger platform than digital platforms. The report also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes. It analyses where mobile marketing stands today, what has led us here and what the future holds.

     

    Speaking on the announcement, Moneka Khurana, Country Head, MMA India said: “Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. With the ecosystem report, our aim is to highlight these trends and opportunities, some of which have already become active in 2019 and will likely form vital elements of mobile marketing campaigns in the coming years. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem”.

     

    Added Prasanth Kumar, CEO, GroupM South Asia: “India will continue to witness an upward trend in the growth of mobile ad spends this year. Cheaper data tariffs, the exponential growth of entertainment on mobiles and a variety of smartphones have led to the emergence of ‘mobile-first consumption’ users in the country. India is a diverse and mobile-first country, and this will further boost the growth of mobile advertising compared to digital. The availability of content in regional Indian languages is driving consumption of the mobile internet in India. We have also witnessed the use of e-commerce apps on mobile phones growing in the last few years. With a mix of utilities, mobile is going to be bigger and better in the country.”

     

    Key highlights from the report:

     

    Ephemeral Content: Ephemeral content is a rich media format which disappears after a short duration. Due to its temporal nature, ephemeral content forces creator to be more spontaneous and thus increases the likelihood of the content being authentic.

     

    AI: About 80 per cent of large corporate giants have adopted some or the other form of machine learning in building new competent systems, complementing their core business.

     

    E-Wallets: India’s local UPI (Unified Payments Interface) platform crossed the 1000 million user mark in October 2019, making it one of the fastest adopted payment gateways in the world, leading to a massive rise in social commerce.

     

    Gaming: There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games.

     

    OTT: With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are prone to consuming content across an array of digital formats and platforms.

     

    Original Content on OTT: OTT players are estimated to make hefty investments of approximately INR 2.5 billion for content creation as well as distribution.

     

    Influencer Driven Content: Marketers believe that influencer marketing helps them engage with customer in an interactive way and thus 80% of them would increase ad spend next year.

     

    Video: With attention spans of consumers being short, short-format advertising content is key. Currently, India is the sixth largest market in consumption of video ads.

     

    Vernacular: 90% of new internet users over the next five years are expected to prefer regional languages to access the internet.

     

    Voice: 25 per cent of search queries in India are through voice commands. 38 per cent of consumers who have engaged with voice ads find it less interfering as compared to other forms of advertising.

     

    MarTech: CRM to programmatic ad buying, automation and artificial intelligence are making the advertising process more efficient. Nearly 80 per cent of large corporates have adopted machine learning in some form; 30 per cent of new-gen start-ups.

     

     

  • Users get an opportunity to win prizes like Oppo A7 and more by participating in the Contest

    CashKaro unveils #HarCheezPeMilega cashback contest

    By A Correspondent

     

    Cashback and coupons site CashKaro has launched a series of digital ad films using a unique social media contest. The contest has been dubbed #HarCheezPeMilega cashback contest and will run across the brand’s Facebook, Instagram and Twitter profiles.

     

    Said Swati Bhargava Co-Founder, CashKaro: “We wanted to educate users about how CashKaro offers cashback on almost all online purchases. Whether it is fashion, grocery, food, mobiles or electronics, CashKaro gives users cashback on everything that they buy or order at top eCommerce retailers including Amazon, Flipkart and over 1500 popular sites. The #HarCheezPeMilega cashback contest aims at spreading this message using the new series of ad films we have released,”

     

    Added Co-Founder Rohan Bhargava: “The contest was created in order to propagate to our potential users that they can save every time they shop online. This campaign will also give our existing users a chance to win some exciting prizes by simply introducing their friends to CashKaro. With this campaign we want to place emphasis on our brand’s tagline #YouGetMore, so that we can become the go-to cashback destination for every online shopper.”

     

  • It noted that the digital entertainment industry is expected to grow at 29.1 per cent between FY19 and FY24

    IAMAI hosts third edition of Pixels 2020 on digital entertainment

    By A Correspondent

     

    IAMAI conducted the third edition of Pixels 2020 last week to deliberate on the next phase of growth for the digital entertainment industry. The industry is now at an inflection point, and according to a recent study, the digital entertainment industry is expected to grow at 29.1 per cent between FY19 and FY24 to reach INR 621 billion by 2024. With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are consuming content across an array of digital formats and platforms.

     

    Setting the context, in his keynote address, Nikhil Gandhi, India Head of TikTok, said: “The last year has seen a sharp growth in short video consumption and added to a big increase in overall watch time for online video. This phenomenon has also given rise to a rich content creator ecosystem which has seen big success with short video,” he added.

     

    In a panel discussion on Battle of Web Series – Aiming for 100 Crore Club, speakers discussed about how revenue gets attributed in developing a web series and all the nooks involved around creating one. They also discussed how branding and culture of such shows has immensely helped and lead to monetization in the business. Discussing on the various aspects of the digital space, the panelists shared their thought on how different business is growing and helping in creating a new system.

     

    On a session on Trend Alert – Children’s Content key panelists like Abhishek Dutta, Senior Director & Network Head – Cartoon Network & Pogo, South Asia; Uttam Pal Singh, Head – Discovery Kids, Discovery Communications; Saugato Bhowmik, Business Head, VOOT Kids gave insights on how localisation of shows has actually helping their businesses to grow and adding multiple levels to it like content in local languages has helped the industry to grow. The speakers gave an insight that around 20 per cent of the business caters to the kid’s section and how crucial it is provide correct content for them.

     

    A fireside chat was also held with actor Amol Parashar, where he enlightened the audience how digital space has actually helped him evolve as an actor and has given him that space along with the flexibility without putting any particular constraints.

     

    The conference also saw other speakers including Ajay Chacko, Co-Founder & CEO, Arré; Nagesh Banga, Deputy Country Manager, BIGO LIVE; Paras Tomar, TikTok Creator & Founder, Nuskhe by Paras; Ali Hussein, CEO, Eros Now ; Hiren Gada, CEO, Shemaroo Entertainment Limited; Sameer Hanchate, Filmmaker, Sameer Hanchate Filmmaker  ;Vivek Jain, COO, MX Player ; Abhishek Dutta, Senior Director & Network Head – Cartoon Network & Pogo, South Asia ; Kumaresh Bhatt, Co-Founder and CEO, UR Popular; Uttam Pal Singh, Head – Discovery Kids, Discovery Communications and Saugato Bhowmik, Business Head, Voot Kids among others.

     

     

  • The digital campaign focuses on bringing out the various utilities of the Victorinox Swiss Army Knife in a way that captures the imagination of the travel-lover and adventure- seeker

    Victorinox Swiss Army Knife launches its first digital campaign

    By A Correspondent

     

    Victorinox India, a brand known for the Swiss Army Knife, in partnership with Blue Ocean IMC has launched an ad campaign to showcase the salient features of the global brand. The campaign brings out the competitive spirit amongst the 15 travel and adventure seeking influencers who had to perform multiple tasks with the help of the Huntsman – a 15-function

     

    While speaking on the campaign, Rohit Haldankar, Head – Digital Marketing, Victorinox India said: “The Victorinox Swiss Army Knife is an exceptional example of quality, functionality, innovation and design, and encapsulates what our 135-year old brand stands for. At Victorinox, we’ve set out on a mission to make the Swiss Army Knife an integral part of every travel-lover and adventure-seeker’s gear, and the first step towards achieving this is to inform, educate and enthrall our target audience. This is also the objective of the #LoveMySAK campaign, which we’ve tried to attain by roping in some of the coolest personalities on Instagram for a thrilling battle of tasks to be accomplished using only the Victorinox Swiss Army Knife.”

     

    Added Rahat Beri, Managing Director – Blue Ocean IMC said: “Far from creating an ordinary influencer marketing campaign, we are cognizant that Victorinox brand with its heritage and legacy worldwide has always endeavoured to strengthen its relationship with its customers. With this as the core, we decided to create a campaign that involved real-life situations not at the comfort of an indoor stadium or studio, but in places where the actual use of the product can be experienced and demonstrated. The #LoveMySAK campaign highlights not just the experiential tool but also fuses the utility and the experience.”

     

     

  • The integration ensures weeding out of deactivated and dormant email IDs from the recipient list to reduce bounce backs and shielding the sender’s reputation score

    Netcore partner Clearout to automate email hygiene process

    By A Correspondent

     

    Netcore Solutions has announced a partnership with Clearout. By using Clearout’s advanced email verification technology, Netcore proactively eliminates the possibilities of email bounce back. This ensures the emails hit the inbox, provides safety from spam traps and avoid any negative impact on the sender’s reputation.

     

    Said Kalpit Jain, Group CEO, Netcore Solutions: “Throughout our existence of more than two decades, Netcore has strived to enable businesses to deliver exceptional experiences to their customers and email has been an integral part of the mix. By partnership with ClearOut, we have added another layer of sophistication to our already best-in-class email platform.”

     

    Added Gnana Prakash (GP), Founder, Clearout: “We are really excited to partner with Netcore. Clearout’s integration with Netcore is meant to accelerate email marketing goals of their clients and deliver better ROI from the email marketing campaigns”.

     

  • The campaign seeks to position Tic Tac as an enjoyable mouth taste changer

    Tic Tac unveils its ‘Mouth Fresh, Mood Refresh’ ad campaign

    By A Correspondent

     

    Tic Tac has launched a new TV campaign titled ‘Mouth Fresh, Mood Refresh’.

     

    Commenting on the launch of the new TVC, an unnamed spokesperson of Ferrero India said: “India as a market is dynamic and the consumer is constantly evolving. Tic Tac as a brand focuses on reinventing in order to stay close to the consumers.  We have found that the best way to interact with our consumers is to clearly communicate the role of the brand in the life of the consumers. Our TVC strives to do this and we are confident that the campaign will resonate well with the consumers.”

     

     

  • The association aims at supporting the rise of beauty content providers/ creators on the platform

    L’Oreal Paris collaborates with YouTube to hunt for India’s top beauty content creators

    By A Correspondent

     

    L’Oréal Paris has announced a collaboration with YouTube for the first edition of YouTube NextUp for Beauty Creators. This association aims at supporting the rise of beauty content providers/ creators on the platform.

     

    Commenting on the collaboration, Pau Gruart, General Manger L’Oréal Paris India said: “YouTube has built a global ecosystem of creators, who are gaining popularity and influence with every passing day. L’Oréal Paris, a brand synonymous with “You’re worth it” wants to be at the forefront of nurturing talent in the beauty creators’ space. This helps both the creators and us to build a world of beauty that’s inclusive, progressive and educational. We are proud to be partners with a platform that has risen to become the go-to destination for all beauty lovers across the globe.”

     

    Added Satya Raghavan, Director, YouTube Content Partnerships, India: “We are thrilled to associate with L’Oréal Paris, a pioneer in beauty across the globe, for the Beauty Creators edition of YouTube NextUp. YouTube is the hub for all beauty mavens and who better than L’Oréal Paris to coach the aspiring influencers to be their best. We aim to scout for passionate individuals who creatively showcase their love for all things beauty and help them develop their content along with our partners.”

     

     

  • Hansa Research identifies CX gaps in new study on OTT segment

    Word-of-Mouth rules in OTT

     

     

    By A Correspondent

     

    Leading research firm Hansa Research has curated a study based on Customer Experience in OTT media. The study was conducted among approximately 800 OTT subscribers in India administered to a consumer panel – Hansa Cheetah.

     

    OTT subscribers were represented from across Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, Kolkata, Pune and Ahmedabad with approx. (75 M: 25F). Brand Exposure (Used) amongst these OTT subscribers in the last three months- included Netflix, Prime Video, Hotstar, JioTV, Voot, Zee5, SonyLIV, ALTBalaji amongst other brands.

     

    Said Praveen Nijhara, CEO, Hansa Research Group: “Focusing on customer experience now is more critical than ever, with the customer evolving, being more explorative in nature and more ‘polygamous’ in their choice of brands. Today, customer experience is amongst the top ranked strategic priority amongst leading companies, especially in markets where there is intense competition,” adding: “Customer experience includes the entire interaction between the customer and the brand across all touch points. It is the sum total of the entire experience including everything from purchase, on boarding, usage experience, advertising, content, communication, customer support channels etc.”

     

    ‘Solus’ loyalty is no longer an achievable target for brands in many of the markets/ sectors. This holds true, especially with service providers using a digital platform where onboarding and exiting requires a simple click. The report suggests that on an average, an OTT consumer had engaged with atleast 3 brands in the OTT space in the last 3 months, the survey also found that consumption from multiple brands in the OTT space is higher amongst younger adults,” said Mr V. Sudarshan, VP Hansa Research referring to the OTT CX Study.

     

    Excerpts from the study

     

    • OTT services enjoy a strong word-of-mouth.

    • 59% of customers i.e. 6 in 10 OTT customers were found to be strongly advocating the OTT brand used recently.

    • The market leaders in the Indian OTT space, are definitely delivering better on customer expectations as compared to some of the smaller brands in the OTT space

    • ‘Content’ is and will continue to drive further improvements in customer experience. ‘Better user interface  flexibility and features’ as well as ‘Ease of contacting / accessibility incase of issues’ are other areas that have been highlighted as improvement areas

    • 1 in 2 OTT customers  have customer support amongst the Top 3 gaps in customer experience

     

  • The campaign highlights the power of connections through a high decibel marketing campaign

    Facebook rolls out its ‘More Together’ campaign in India

    By A Correspondent

     

    Facebook has launched a new consumer marketing campaign in India, ‘More Together’, to showcase how people across the country can do more together by harnessing the power of their connections on the platform. The campaign is the first to be launched in the Asia Pacific region.

     

    Said Ajit Mohan, Vice President and Managing Director, Facebook India: “India is at the heart of Facebook and one of our focus areas this year is to tell the exciting story of a service that is deeply embedded in the fabric of India. While at the company level we remain focussed on building trust, we want to showcase the many ways that Facebook is intertwined in the lives of Indians – from connecting with loved ones, to growing businesses and supporting local communities, to finding ways to come together to learn and share and celebrate. I could not be more excited that we are telling our story – it is a story that is lived by people across the country every day.”

     

    The campaign for India has been conceptualised and executed by Taproot Dentsu. Said Agnello Dias, Co-Founder, Taproot Dentsu and Creative Chairperson, Dentsu Aegis Network India: “Taproot Dentsu is delighted to develop such an important campaign for one of the most loved services in the country. The world of Facebook represents a canvas of connections that’s huge, vibrant and full of serendipitous outcomes and surprises. To celebrate all users and to inspire more of them to benefit from the power of connections, our creative team led by Pallavi Chakravarti, wrote stories with all these unexpected, wonderful outcomes, which are inspired by real people and their real journeys.”

     

     

  • Thirty Originals are part of the introductory offer as also global partnerships and 1500+ movies

    Viacom18 unveils Voot Select content

     

    By A Correspondent

     

    When it announced Voot in October 2015, Viacom18 was the last of the broadcast networks to embark on an OTT play. But since then it hasn’t looked. Last year, after announcing 100 million monthly active users, it announced its first subscription-driven service called Voot Kids. And then in January, it announced Voot Select, its second subscriber-only service.

     

    On Tuesday, leadership of Viacom18 unveiled the initial offerings of Voot Select with much fanfare, as also the subscription tariff. Voot Select will present 30+ Originals in the first year, international content through partnerships with global studios, 1500+ movies and stream over 35+ live TV channels.  Voot Select is downloadable from the Voot app and is available on the internet. The subscription fee is Rs 99 per month and Rs 999 for an annual subscription. The annual subscription has an introductory offer of Rs 499.

     

    In an industry-first initiative, Voot Select will bring top fiction content from Viacom18’s extensive portfolio of channels on the digital platform 24 hours before the episodes air on regular television. All non-fiction content can be accessed on the platform 15 – 30 minutes before its TV airing.

     

    Speaking about the network’s platform agnostic, content first strategy, Sudhanshu Vats, Group CEO & MD, Viacom18, said: “In a short span, VOOT has already emerged as one of India’s largest OTT platforms with 100 Mn MAUs and 100 Bn watch minutes. It is India’s most engaged platform with an average TSV of 50 mins. With projections of aggressive growth in Fibre to Home, Viacom18 is ready to go Digital First. VOOT Select is our premium SVoD offering developed to cater to this growing connected TV audience,” adding: “We’ve put together a very compelling proposition and even pushed the envelope with publishing content 24 hours before TV, clutter-breaking originals and international content. The launch of VOOT Select marks a key milestone in our journey to become a future-ready, pipe-agnostic storyteller.”

     

    Speaking about Voot’s business strategy, Gourav Rakshit, COO, Viacom18 Digital Ventures said: “Voot is the outcome of Viacom18’s vison to create a future ready digital business catering to the evolving digital entertainment needs of every Indian. It is with this focus and a content first approach that we have built Voot Select as a premium platform providing an enhanced viewing experience for our users. Voot Select is “made for stories” that are differentiated and compelling and with them we are determined to be the most sought-after content destination for every Indian.”

     

    Added Ferzad Palia, Head – Voot Select, Youth, Music and English Entertainment, Viacom18 said: “Voot Select has been carefully crafted and designed for today’s ‘on-demand’ generation. We’re proud to give to India a destination that has the country’s largest showcase of stories ranging from Hindi & Regional Originals, Live Television channels from across the world, the widest variety of top-drawer international content to ‘24 hour-before-TV’ premieres of our TV network content. Adfree, Multi-screen access and a solid recommendation engine will further add to a great entertainment experience for our subscribers.”

     

    Voot Select will house global content from CBS, CBS All Access, Showtime, Fremantle, Endemol Shine, Chelsea TV, Arsenal TV, Real Madrid TV, BBC and Sony Pictures, among others.

     

     

    At the unveiling to the media five Originals were showcased starring Arshad Warsi, Rajeev Khandelwal, Barun Sobti, Ahana Kumra, Atul Kulkarni, Saqib Salem, Piyush Mishra and Shriya Pilgaonkar amongst others. Directors and storytellers like  Vikram Bhatt, Apoorva Lakhia and Oni Sen amongst others will be associated with some of the original content.

     

    The international content includes the following: Murder in the Bayou, 48 Hours, Crimes Of The Century, Whistleblower, Enemies: FBI vs The President; brand new exclusive global premieres like Why Women Kill, The Twilight Zone, Interrogation, BH 90210, Nancy Drew & critically acclaimed shows like Dexter, Californication, Elementary, Madam Secretary and Nurse JackieI addition, reality shows like Masterchef USA, Masterchef Junior, Shark Tank, America’s Got Talent, X Factor, Project Runway, Fear Factor, My Kitchen Rules will also be on offer. Celebrity Chefs like Martha Stewart, Nigella Lawson and the late Anthony Bourdain are also part of the offering. As also are daily talk shows like The Late Show with Stephen Colbert, The Daily Show With Trevor Noah, The Late Late Show with James Corden, Entertainment Tonight, Dr. Phil, Daily Mail TV and The Graham Norton Show amongst others.

     

    There is also a partnership with international channels such as Fashion One, Clubbing TV and Real Madrid TV which will lead Voot Select  to present 24-hour live streams with access from these fchanels. In addition, there is leading 24/7 LGBTQ channel, Revry TV will also be part of Voot Select as will gaming events like World Poker Tour

     

  • Launched in Bengaluru, Pune, Mumbai, and Chennai, Hyderabad, and Delhi-NCR, the latest cross-media ad campaign highlights that NoBroker is also a leader in buy/sell space and not just a rental platform

    NoBroker.com looks to bring more buyers on the platform

    By A Correspondent

     

    NoBroker.com has launched a multicity campaign to highlight its strength in buy/sell category after having established its leadership in the rental space.  Conceptualised and created by BlueBot films, the TVC breaks the perception that NoBroker is just a rental platform by positioning it as a first choice for buying a home.

     

    Commenting on the latest campaign, Saurabh Garg, co-founder and CBO of Nobroker.com said: “NoBroker helps save over INR 1200 crores in brokerage annually. It sells over 1500 properties a month. We are already leaders in rental category across cities where we are present. This campaign would position us as a leader in the buy/sell space as well.”

     

     

  • Chakrabarti comes with eighteen years of experience working with leading tech brands and PR agencies

    Bipasha Chakrabarti appointed Communications Head at Facebook India

    By A Correspondent

     

    Facebook announced that it has recruited a new communications head to lead its growing corporate communications and public relations mandate in India. Bipasha Chakrabarti will take on the role of Communications Director at Facebook India, and will be a part of the India leadership team, reporting to Ajit Mohan.

     

    Her last assignment was as Head of Corporate Communications at Cisco India and SAARC.  The announcement comes just a month after Facebook announced the hiring of Avinash Pant as the Marketing Director at Facebook India to drive the company’s consumer marketing efforts across the family of apps.

     

    Said Ajit Mohan, VP and MD of Facebook India: “Communications is a critical function for us as we continue to build Facebook’s story in India. We are grateful for the trust that our users, advertisers, partners, and the government have placed in us, and are committed to communicating openly and transparently. Bipasha is among the most seasoned communication professionals in the country and I am very excited to have her join us and lead this charter.”