MxMIndia

Category: Digital

  • … is beverage partner of the Shakuntala Devi film, being released tomorrow (July 31) on Prime Video

    Tata Tea Gold leverages OTT & Ecommerce

    By A Correspondent

     

    Tata Tea Gold has collaborated with with Amazon Prime Video and Amazon.in to be the beverage partner of the Shakuntala Devi film, being released tomorrow (July 31) on Prime Video.

     

    Speaking about the association, Puneet Das, Vice President Marketing, Beverages- India, Tata Consumer Products, said: “Tata Tea Gold has been bringing alive it’s ‘Dil ko naa kahoge to pacchtaoge’ positioning through pop culture stories of people who have listened to their hearts and pursued their own passion. The movie will bring alive Shakuntla Devi’s journey to the audience and her story will not only help in propagating the proposition of ‘Dil ki Suno’ but will hopefully inspire several others to tap into their inner voice and pursue their own dreams. Hence, there is a great resonance and synergy between the brand and the movie.:

     

    Added Kishan Kumar M S, Vice President, Wavemaker India: “As an agency partner of Tata Tea Gold, we are always on the lookout for opportunities that can bring alive the brand story to grow the business. If that opportunity comes on the back of two of the latest trends — the surge in Ecommerce and OTT — it makes it even more exciting!”

     

     

  • The newly launched report shows that while stuck at home, Indian mobile app users want to entertain themselves and shop online

    6 out of 10 Indian shoppers have downloaded streaming video apps: Criteo

    By A Correspondent

     

    Criteo, the global technology company powering the world’s marketers with trusted and impactful advertising, has released a survey on the results of the impact of Covid-19 on downloads and usage on apps. The report is titled as ‘App User Behaviour in 2020: India’. Criteo’s research saw that apps are now indispensable for users to shop, connect with their loved ones and entertain themselves.

     

    According to the survey, two-thirds of Indian app users have downloaded a streaming video app to entertain themselves. The report highlights a change in online shopping trends as well. 45% of respondents downloaded a new retail shopping app in the last few weeks. 4 out of 10 respondents also said that they downloaded new apps for grocery/alcohol/food delivery in recent weeks.

     

    Key Insights:

    # 45% of respondents downloaded a new retail shopping app

    # 65% of Gen Z and millennials downloaded at least one video streaming app

    # 65% increase in downloads for social networking apps

    # 7 out of 10 Indians said they downloaded an app during quarantine after seeing an ad on social networks, on TV, or a different app

     

    The report highlights that Gen Z and millennials prefer to use mobile applications much more than the older generations. They have a higher preference and convenience for using apps, and this is true across most product categories. They are seeking out more streaming entertainment apps and gaming apps. 65% of Gen Z and millennials downloaded at least one video streaming app whereas, only 56% of boomers downloaded the same. However, boomers downloaded the news related apps 3% more than the millennials.

     

    With people spending most of their time at home, 4 in 10 Indians have also increased their app usage by spending more time shopping. Social networking apps have seen the most heightened download number, 65%. Video streaming and video conferencing apps have seen a high number of downloads as well, 63% and 52%, respectively.

     

    Said Taranjeet Singh, Managing Director of South East Asia and India, Criteo: “From buying groceries and meals to home entertainment and workouts, apps have shown their versality to cater to varying audience segments to meet their needs and wants. Covid-19 has fundamentally changed the relationship between mobile users and their apps, elevating their importance to users due to their convenience during these times. We see that this could continue to be the trend even in the recovery stages after lockdowns as consumers have experienced and enjoyed the benefits of using apps. Brands and retailers will have to build up their presence in this area to stay competitive in the long term.”

     

    Advertising is an extremely important player to promote an app. 7 out of 10 Indians said they downloaded an app during quarantine after seeing an ad on social networks, on TV, or a different app. 58% of respondents downloaded an app because of ‘Word of mouth’ and recommendations of family and friends.

     

    50% of millennials and 49% of boomers said that they were most likely to delete the apps they have downloaded due to the lockdown. Whereas 79% of millennials and 83% of boomers said that they plan to make an in-app purchase they downloaded during the lockdown.

    The survey also revealed that in the last 6 months, the highest share of respondents downloaded a streaming video app (85%), music app (81%), and/or retail shopping app (79%). It also highlighted that younger generations are slightly more likely than older ones to download a paid app.

  • The campaign includes TVCs and short content for customers across India

    Amazon starts ‘Inn Dibbon Mein Kya hai?’ campaign

    By A Correspondent

     

    Last Friday, Amazon India unveiled its campaign “Inn Dibbon mein kya hai”. Conceptualised by Team Ogilvy Bangalore, the ‘Inn Dibbon mein kya hai’ and directed by Afshan from Good Morning Films, the campaign includes TVCs and short content for customers across India.

     

    Said Ravi Desai, Director Mass and Brand Marketing, Amazon India: “Last few months have transformed the way we all live and each one of us is embracing change & making many new beginnings…some big…some small. We see this intervention as more than just a campaign from Amazon, but as an ode, a salute to this spirit of optimism and human tenacity – finding moments of joy & togetherness during these times. It also very humbly reminds us of the privilege & the responsibility Amazon has, to serve our customers, and be an ally in their new beginnings. The quintessential Amazon Box ceases to be just a carrier of something you ordered, transcending to a larger purpose of delivering happiness safely, with the trust that millions of customers have placed in Amazon.in.”

     

    Added N Ramamoorthi, President, Ogilvy South: “What unites all of us during this tough time is hope – for newer beginnings and for better times ahead. Little things symbolize new beginnings, be it the new laptop for a daughter or a mobile phone for a parent. That’s where Amazon and it’s wide selection across categories comes in – as a brand that enables our search for new beginnings by delivering these symbols of hope when we need it the most.”

     

     

  • The English news segment – boasting of the maximum number of users saw 8.9% month-on-month growth in March 2020

    Online business news traffic grew 52% in March 2020: Times Internet Report

    By A Correspondent

     

    Online news from “trusted premium publishers” have been the primary source of verified information since the onset of the coronavirus, notes a Times Internet industry paper.

     

    The whitepaper states business news segment witnessed the highest growth (51.9%) in March 2020 amongst all categories, driven by declining markets and crude oil prices, with people either trying to save their investments or eyeing market opportunities. As people scout for local and regional news on the pandemic, the Hindi news category grew by 27.5%, while the regional news category saw a 24.9% growth in March 2020. Interestingly, the English news segment – boasting of the maximum number of users saw 8.9% month-on-month growth in March 2020.

     

    Said Puneet Gupt, COO – Times Internet: “The post-Covid era has opened the doors into an altogether new world of digital marketing and publishing. There are no references, no benchmarks, no precepts for either marketers or publishers except for the fact that the landscape will be unimaginably different from before the pandemic. Digital consumption is rising steadily, with certain behaviours taking deeper roots. Leveraging this rise of digital consumption with seamless location-agnostic accessibility and premium content integrations would be the game-changer for the smartest marketers.”

     

     

  • While Raghunath will head various editorial brands of the group, Saran has been named Chief Editor of Times Internet

    Durga Raghunath & Rohit Saran join Times Internet

    By A Correspondent

     

    Durga Raghunath
    Rohit Saran

    Times Internet has announced the appointment of Durga Raghunath and Rohit Saran to lead its digital properties.

     

    Raghunath has been named Digital Head of Times of India, Mirror Brands (Mumbai Mirror, Pune Mirror, Bangalore Mirror and Ahmedabad Mirror), Newspoint, Gadgets Now and Etimes. She was until recently SVP Growth at Zomato (Dec 2018-Aug 2020) and was previously Founder and CEO of Firstpost and Network18 Digital (2010-14). She has also been CEO, Indian Express Digital (Dec 2017-Dec 2018) and Co-founder and CEO of Juggernaut Books (Sep 2015- Aug 2017).

     

    Meanwhile, Rohit Saran has been named Chief Editor of Times Internet.  He was previously the managing editor for The Times of India (Print) and Executive Editor of The Economic Times (Print). He has held senior editorial positions at the India Today Group where he was Executive Editor of India Today and Editor of Business Today. He also edited The Khaleej Times in Dubai. He was also Editor of the South Asian edition of Harvard Business Review and Scientific American.

     

    Speaking on the announcement, Gautam Sinha, CEO, Times Internet said: “We are excited about our next stage of technology-led relationships with users, content producers and advertisers. Durga’s entrepreneurial energy and experience, and Rohit’s broad editorial exposure and deep understanding make us believe we can set and achieve audacious goals over the next five years. Both senior leaders would report to Times Internet COO Mr. Puneet Gupt.”

     

     

  • The films are directed by Sharat Kataria for Lucifer Circus

    For Amazon Sellers India, ‘Itna aasan Hai’

    By A Correspondent

     

    Amazon India has launches its seller-driven campaign ‘Itna Aasan hai’ . The intent of three-ad campaign conceptualised by Ogilvy is to communicate to existing and prospective sellers who are not on the platform, how easy and simple it is to sell on Amazon.  The films are directed by Sharat Kataria for Lucifer Circus.

     

    Said Satish Upadhyay, Head – Marketing, Amazon India Marketplace: “The 600,000 sellers on Amazon.in are benefiting from online selling while bringing hundreds of millions of unique products for our customers.  With this campaign, we intend to communicate to millions of MSMEs about how Amazon makes it easy for small businesses to go digital and start or expand their business by reaching millions of Amazon customers through e-commerce.”

     

    Added N Ramamoorthi, President, Ogilvy South: “For millions of small businesses, it is both easy to sell on Amazon as well as to grow with Amazon. While the nursery rhyme execution in this series of ads makes this point in a simple, memorable manner, it also underscores Amazon’s commitment to the progress of sellers and small businesses across India.”

     

    Said V Kamala Gowri, VP, Ogilvy South: “A lot of small businesses in the country look for a partner to help grow their business. Amazon is that platform which will enable your business to grow and reach greater heights. This campaign shows how simple it is to register your business on Amazon and kick start your online journey. The creative device of a nursery rhyme helps bring out the message in the most simplistic manner. Lets get started now.”

     

    One last quote, sorry. Added Mahesh Gharat, Chief Creative Officer, Ogilvy South: “The brief was simple. Change the perception of the sellers about selling on Amazon. They believe there are numerous barriers like paperwork to sell on Amazon. To communicate the ease of selling on Amazon, our campaign needed to be even simpler. When I say simple, the first thing that came to our mind was a nursery rhyme. Wake me up in the middle of the night and I can still narrate you a nursery rhyme. Taking this device and the iconic rhythm, we communicated how easy it is to sell on Amazon. Thus, driving home the thought about how simple it is to sell on Amazon.”

     

    Ouch. One more. Said Mukesh Kumar, Group Creative Director Bangalore: “The perception amongst sellers is, selling on Amazon involved a lot of barriers like paperwork. The brief was simple. Turn the barrier perception into something simple. When the team sat together, we realised our communication should be as simple as the process of selling on Amazon and what better than a nursery rhyme. There is nothing stickier and simpler than a nursery rhyme. It is still fresh in our heads and probably will stay in our heads for life. From there on, our job was simpler. The takeout after watching this campaign should be the ease of selling on Amazon is as simple as mugging up a nursery rhyme.”

    No more quotes. Now watch the ad.

     

     

  • Tata Sky Binge is a streaming platform that aggregates various OTT apps under a single interface and single subscription

    Tata Sky Binge strengthens OTT play with Voot Select and Voot Kids

    By A Correspondent

     

    Strengthening its content catalogue to meet the growing entertainment requirements across age groups, Tata Sky Binge – Tata Sky’s OTT aggregator service — has now partnered with Viacom18 Digital Ventures to bring onboard their premium content streaming service Voot Select, and kids-focussed Voot Kids for its subscriber base.

     

    Commenting on the partnership, Pallavi Puri, Chief Commercial and Content Officer, Tata Sky, said: “Keeping customer requirements at the forefront, we have continued to expand the library for Tata Sky Binge with OTT apps that offer the most popular and relatable content for the entire family. In the current environment when children are facing a dearth of entertainment options, adding Voot Kids will enhance the entertainment experience for kids with a balanced library of fun and learning content. Further, with Voot Select, we will open the doors to Viacom18’s exciting library of movies and top Indian TV shows – all available 24 hours before TV.”

     

    Added Gourav Rakshit, COO at Viacom18 Digital Ventures said, “At Voot, we believe in building a versatile and immersive digital ecosystem that will add value to our users with path-breaking and diverse content experiences. With an increase in demand for content consumption, be it entertainment through Voot Select or fun learning through Voot Kids, this promising collaboration with Tata Sky Binge will help us cater and reach out to a larger audience base. We are delighted to partner with a like-minded brand who resonates with our ideologies and will help us make content viewing an enriching and engaging experience for all our viewers.”

     

     

  • The campaign talks about the edtech major providing ‘Sirf Naam Ki Nahin, Kaam Ki Degree’ for working professionals

    UpGrad unveils new TV & digital campaign

    By A Correspondent

     

    UpGrad, the online higher education company, has unveiled its latest mass media campaign. The TV commercial, featuring a donkey, draws from the cultural insight that in the corporate world, everyone wants to climb the ladder and choose various ways to get ahead – one of the most common being the tendency to ‘lick ass’.

     

    Shot in Estonia, the film has been developed by creative agency The Womb and has been directed by Shashanka Chaturvedi, aka Bob, co-founder & director, Good Morning Films.

     

    Said Arjun Mohan, CEO – India, UpGrad: “Our primary objective is to define the kind of education UpGrad provides, that is not constricted by the mode of learning – which just happens to be online. The next ambition was to compellingly summarise all the types of courses we provide – post-graduate degrees, certifications and diplomas. We chose the word ‘degree’ because in India, the concept of a ‘degree’ holds emotional and practical heft across all socio-economic classes. While degrees are available a dime a dozen, the conflict occurs when they tend to be generic, outdated and from not so credible institutions, that are ultimately not valued by employers. Thus, the genesis of ‘Sirf naam ki nahin, kaam ki degree’ – upGrad’s promise to provide outcome-oriented specialisations that help learners to achieve the ROI on education – job/profile switch, increment or promotion, in other words, Employability.”

     

    Talking about the campaign, Kawal Shoor, Co-Founder, The Womb added: “UpGrad and The Womb got together a few months back to start working on building its brand and business in India. COVID-19 has hastened the need for edtech as a category. UpGrad is a very substantive brand in the midst of many lightweight educational institutions that have mushroomed all over India. It has a great culture, knows how to teach, and has tie-ups with some of the best universities in India, and the world. It can fulfil the learning needs of working professionals and undergraduates. We had to bring its various offerings under one, clear positioning idea for the brand that stems from and can influence culture. This spot introduces that idea, along with a clear proposition for working professionals.”

     

    Added Navin Talreja, Co-Founder, The Womb: “UpGrad’s Data Science and Management programs for working professionals have great pedigree with tie-ups with institutions like IIIT Bangalore, IIT Madras, and Deakin Business School. To make this resonate culturally, we borrowed from culture – work/corporate culture to be specific. We uncovered a very rich insight – in organisations, those who’re not good enough to find other means to rise. We built our proposition around this insight. What was even more challenging was to find a way to execute this in a lockdown – so what you’ll see, are Indian-origin actors from the UK, performing in an office in Estonia, being remotely directed from a villa in Goa. The clients at UpGrad have to be complimented for believing,”

     

     

  • The campaign aims to promote the idea that the skies are open again…

    Yatra.com launches digital campaign pushing #ReasonToTravel

    By A Correspondent

     

    Online travel platform Yatra has unveiled a campaign that aims to promote the idea that the skies are open again and it’s time to take a break from our daily routines and catch up with friends and family or just celebrate an occasion.

     

    Commenting on this new campaign, Shweta Singhal, Head of Marketing & New Business Initiatives, Yatra.com, said: ”Over the last couple of years, we have seen that the pace of urban life  drove Indians to take frequent, short vacations to break the monotony of their daily lives. However, due to the Covid-19 pandemic, individuals were unable to travel. The campaign #ReasonToTravel spreads the message that it is time to travel again and aims to re-kindle the desire to be on the move.” The brand film has been conceptualised by Indian Story Tellers.

     

     

  • The mandate was awarded the account in a multi-agency pitch

    Madison Digital to manage social for ETS’s TOEFL iBT Test

    By A Correspondent

     

    Madison Digital, a unit of Madison Media, has announced that it has won the digital contract with ETS for the TOEFL iBT brand, including the TOEFL iBT at home edition. Madison Digital was awarded the account in a multi-agency.

     

    Said Srikant Gopal, Executive Director of ETS’s TOEFL program: “We look forward to working with Madison Digital to provide test takers in India with important information about the many convenient ways to take TOEFL iBT tests. Madison Digital will help us to expand opportunities for test takers to ensure that they can continue their educational and professional journeys during these challenging times and beyond.”

     

    Says Vishal Chinchankar, Chief Digital Officer, Madison Digital: “TOEFL iBT provides a distinct advantage for test takers to stand out in confidence to admission officers. We’re glad to work with ETS and the TOEFL iBT brand to help test takers unlock their full potential.”

     

     

  • Interestingly, IPL 2020 has Dream11 as its title sponsor

    Mobile Premier League signs on as RCB sponsor

    By A Correspondent

     

    Mobile Premier League (MPL), the esports and mobile gaming platform, today announced its sponsorship of the Royal Challengers Bangalore ahead of the upcoming T20 season. Interestingly, IPL has Dream11 as its title sponsor.

     

    Speaking of the partnership, Sanjeev Churiwala, Chairman, Royal Challengers Bangalore said: “We are delighted to have Mobile Premier League as one of our partners. RCB’s biggest strength lies in the love and support the team gets from their fans and it would be exciting to open avenues for them to engage with the team and we share this ethos with MPL of being committed to our fans to bring continuous at-home cricket experiences for them.”

     

    Added Abhishek Madhavan, VP, Growth and Marketing, MPL: “This is a great opportunity for us at MPL to associate with the Royal Challengers Bangalore. RCB is one of the strongest teams in the IPL led by Virat Kohli, our Brand Ambassador, and is also one of the most recognised brands in the country with a huge fan following. RCB’s philosophy of #PlayBold is shared by us and Virat as well, and we hope to become a household name in India with our IPL associations.” MPL has also signed on as principal sponsors of Kolkata Knight Riders.

     

     

  • To be called ‘Brand Pulse’, the tool will help brand understand real-time customer awareness on Flipkart

    Flipkart launches insights tool for brands

    By A Correspondent

     

    Flipkart, the e-commerce marketplace, has introduced ‘Brand Pulse’, an insights tool to help brands understand their awareness in the minds of consumers. Brand Pulse, notes a communique,  will enable brands to understand their relevance with context to competition, which, in turn, will help them develop timely and focused marketing plans on Flipkart.

     

    Speaking on the launch of Brand Pulse, Prakash Sikaria, Vice President – Growth and Monetization at Flipkart, said: “In the multimedia world that we live in, it is imperative for brands to understand the user journey in deeper ways and be strategically present on the platform where the decision to purchase is being made. With our deep consumer understanding, we believe that we can bring more purpose to the brands that are present on our platform, by leveraging real-time consumer behaviour to understand their awareness index. We believe that Brand Pulse will be the simplest way for a brand to understand how they are faring against the competition, which will enable them to measure brand health metrics on Flipkart through a new lens.”