Madison Digital has announced that it has won the SEO mandate for fertility clinics chain Indira IVF. The account was won in a multi-agency pitch and the agency will handle all SEO-related work for Indira IVF.
Said Nitiz Murdia, Director-Indira IVF: “Infertile couples looking for fertility treatments these days are selecting digital means to research and reach the doctor via tele-consultation. We are happy to partner with Madison Digital to strengthen Indira IVF’s online presence.”
Vishal Chinchankar
Added Vishal Chinchankar, Chief Digital Officer, Madison Digital: “Another great win during the lockdown. We’re happy to partner with Indira IVF and look forward to a great journey ahead.”
Ijn10 Media Network’s OTT platform, Epic On jas announces a partnership with Amazon Pay. Through this collaboration, Amazon Pay users can avail 20 per cent discount of up to Rs 100 on the annual membership of Epic On.
Said Sourjya Mohanty, Chief Operating Officer – Epic On: “With the new Epic On, we enter an exciting phase, bringing a diverse mix of multiform content across formats on one online platform,”, and continues about the partnership, “We are happy to partner with Amazon Pay to offer an exclusive proposition that’s designed keeping the user at the epicentre. With our dense content library, we are certain all those who consume content digitally and want convenience will find content of choice on Epic On.”
It’s raining brand ambassador announcements these days. Digital financial services platform Paytm has announced that its subsidiary Paytm First Games (PFG) has roped in Sachin Tendulkar as its brand ambassador.
Said Sudhanshu Gupta, COO Paytm First Games: “Cricket is like a religion in the country which inspires over a billion people and fantasy sports takes the fan’s level of engagement to the next level where the user experiences the thrill of playing along with the athletes. As India’s homegrown gaming platform, our vision is to get the sports fans closer to the action with fantasy sports. Most of us have grown up watching the Master Blaster in action. With Sachin as a brand ambassador, we wish to inspire mobile gaming enthusiasts to experience fantasy sports which are about tactics, strategic planning and research.”
Amazon Prime Video has unveiled a new marketing campaign ‘What’s your mood’, a three-film integrated approach to showcase a vast repertoire of content available on the service. The campaign has been conceptualised and created by Leo Burnett India.
Speaking about the campaign Rajdeepak Das, Managing Director – India & Chief Creative Officer, South Asia, Leo Burnett said: “Amazon Prime Video has one of the most extensive content libraries and exciting range of titles. We wanted to connect with the audiences and talk about its varied content which will appeal across all age groups and genre preferences. We realised most of the times people decide what to watch basis their moods, which is a combination of need, states and occasions, and our latest campaign reflect this with a light-hearted and fun films which we are sure will connect with our consumers. How you showcase the range in every film genre was the challenge. But I think the team did a great job in executing the creative ideas in an entertaining way.”
Fantasy sports platform MyTeam11 unveiled its campaign named ‘India Ki Apni Fantasy App’ around the Indian T20 season.
The campaign will run through IPL season featuring MyTeam11’s Brand Ambassador Virender Sehwag along with Danny Morrison, Jatin Sapru, Sanjana Ganeshan, Mayanti Langer, Suhail Chandhok and Sachin Tendulkar’s famed fan Sudhir.
Speaking about the campaign, Manvendra Singh Rathore, CMO, MyTeam11 said, “This has been a difficult year for all of us and the Indian T-20 season brings a new lease of life for the cricket fans in the country. It is a time when the country wants to build its own brands which can serve the people and with “India ki Apni Fantasy App” campaign we want to stress on that very factor. We are leaving no stones unturned to ensure the best possible and immersive user experience on our application.”
The OTT regulation recommendations by TRAI is a progressive judgment that upholds the Digital India vision of the government and will help achieve the vision of the National Digital Communication Policy (NDCP) as envisaged by the Ministry of Telecommunications, states the Internet and Mobile Association of India [IAMAI] while welcoming the recommendations by the Telecom Regulatory authority of India (TRAI) suggesting no regulatory intervention on digital services based on data services by telecom operators, referred to as Over The Top (OTT) services.
Notes a statement: “IAMAI expresses gratitude to TRAI for upholding the Association’s longstanding position that digital services are not similar to conventional telecom services or even comparable to them in terms of regulating them. TRAI has also acknowledged the fact that the argument for economic loss does not hold given digital services lead to added revenues for telecom services in terms of data consumption. The decision to allow market forces to deal with the economic aspects of the popularity of OTT services is a landmark decision that augurs well for the fast-emerging digital services sector in India.
TRAI has also satisfactorily addressed the concerns of security and privacy by giving due recognition to the ongoing developments and has categorically refuted any need for regulatory intervention in this regard. IAMAI had highlighted in its submission that the various new regulatory provisions like Personal Data Protection Bill adequately address all such concerns and hence no further interventions were required.
On the overall issue of Regulation of OTT services, TRAI recognizes the various global development taking place and suggests putting matters on hold till more clarity emerges. IAMAI reiterates that the digital services under consideration are suitably regulated by the Information Technology Act or the forthcoming Data Protection framework or cybersecurity provisions being discussed. The sector is as well-regulated as any telecom service and any future needs can be adequately addressed without stifling its development.
IAMAI expresses optimism that the Indian digital sector will respond positively to these recommendations that allows the sector to evolve unfettered.
My11Circle, the sports platform by online gaming company Games24x7, released a new campaign featuring former Indian cricket captain and brand ambassador Sourav Ganguly. Conceptualised by marketing consulting firm Spring Marketing Capital, the ad films asks cricket enthusiasts to make their teams on the app to compete directly with Sourav Ganguly.
Speaking about the launch Avik Das Kanungo, Director – Brand and Marketing Strategy, Games24x7 said: “The new campaign featuring Mr. Sourav Ganguly brings alive the fun and thrill of My11Circle’s core proposition of ‘Play With Champions’. This cricketing season, our objective is to reach out to more and more cricket enthusiasts through this campaign and tell them about our exciting proposition that allows them to play directly with the legends of the game they have idolised over the years. We are confident that fantasy sports players will love the campaign and the proposition.”
In an effort to plan for activating OTT audiences from premium platforms such as Netflix, Dentsu Play partnered with sibling WATConsult on Tata Motors and came up with a solution to target premium, behind-the-pay-wall OTT audiences on platforms outside of the OTT through integrations using first-party and second-party data partnerships.
Ramesh Dorairajan
Commenting on the success, Ramesh Dorairajan, Head – Sales, Marketing and Customer Care, Electric Vehicle Business Unit, Tata Motors said: “The Great Reset has highlighted several audience trends that will help us enhance our overall brand reach. The increase in OTT content consumption has transformed the way people consume content. This unique data-driven approach from dentsu Programmatic has opened up additional avenues for us to interact, particularly with the audience behind the paywall, while creating a phenomenal impact on our campaign performance as we pioneer an industry-first approach.”
Gautam Mehra
Added Gautam Mehra, CEO, Dentsu Programmatic and Chief Data & Product Officer – APAC: “With our industry first partnerships and integrations enabling insights from platforms such as Netflix, Amazon Prime Video, Zee5 and large players in the sector, coupled with our proprietary technology, dentsu Programmatic is proud to have unearthed a unique way to drive business success for clients wishing to target OTT audiences. Using Machine Learning at its core, coupled with intelligence from platforms such as Facebook and Google, we aspire to deliver many such industry leading solutions to common client challenges.”
Heeru Dingra
Sharing her views on the same, Heeru Dingra, CEO, WATConsult said: “As OTT platforms grow and evolve at an exponential rate, they seem to emerge as one of the key focus areas for brands as well as marketers. Therefore, dentsu Programmatic’s tool to effectively tap those audiences has efficiently helped us in actioning a campaign for our brand Tata Nexon EV. From targeting the right set of audiences to creating awareness about the brand and attaining the right amount of consideration, it delivered some remarkable results for the brand.”
BC Web Wise has won the social media mandate for SBI General Insurance Company Limited.
As per the mandate, the agency will be focusing on providing a new look to their social media. Additionally, the agency will create content strategies that are highly relatable & engaging to its audience. This will take the digital community for the brand up a notch!
Commenting on the win, Chaaya Baradhwaaj, Founder & MD, BC Web Wise said: “SBI General Insurance is a very prestigious account for us. We are of course excited, and also to work with Shefali who is a very savvy digital marketer. What we are looking forward to is being able to develop strategic communication that connects with audience at every phase of their journey where social media has a role to play. Essential optimising the full-funnel marketing relevant within social.”
Added Shefali Khalsa – Head Brand, Corporate Communications and Online Sales of SBI General Insurance Company: “We are glad to onboard BC Web Wise to manage the social media strategy. With the strong domain of digital marketing, BC Web Wise will bring-in newer approach and innovations to elevate SBI General’s social media presence”.
Further Ms. Khalsa added, “In today’s extra-ordinary times, digital space has become very important platform for brands, to capture audience attention. Funneling to which, social media has become the face that reflects a brand’s persona.”
Instagram celebrated its 10th birthday this week and has launche a new campaign called ‘Love Runs Deep’ to redefine the way brands can authentically tell their stories while engaging with influencers.
As part of the campaign, brands are invited to submit their briefs in the ‘Love Runs Deep challenge’, and five of them will be chosen to have exclusive access to 25 creators to work with them free of cost, in addition to support of USD25,000 worth of ad credits to run their campaigns. The brands could be from all over India and could be big or small businesses. The jury making the selection would include Prabha Narasimhan, Executive Director – Home Care for Hindustan Unilever and Vice President – Home Care, Unilever South Asia; Asim Warsi, Senior Vice President & Head E-commerce, Samsung India; Harish Narayanan, CMO, Myntra; Prasanth Kumar, CEO – GroupM, South Asia; Rajdeepak Das, CCO and MD, Leo Burnett, South Asia; and Neha Markanda, Head of Business Marketing, Facebook India.. The selection will be done on the basis of originality, creativity, suitability for mobile and expected business outcome.
Said Sandeep Bhushan, Director and Head of Global Marketing Solutions, Facebook India: “Instagram is the place where people express themselves creatively, and there’s a natural affinity to interact with public figures, creators and brands. We want to spur this interaction between creators and brands, in a way that redefines the ecosystem, and allows stories to be told with greater business impact.”
While entries close on November 13, the campaign will continue for a duration of four months. Brands can submit their briefs on the campaign website (www.igloverunsdeep.com).
IProspect India, the digital marketing agency from the house of dentsu international, has bagged the account of HarperCollins Publishers, one of the world’s largest book publishing companies. The agency bagged the account following a multi-agency pitch and will service the brand from its Delhi office.
As per the mandate, IProspect India will handle the Paid Media (which includes all biddable platforms like Google Search & Display, Programmatic, Facebook and Amazon) and SEO duties for the brand.
Rubeena Singh
Commenting on the win, Rubeena Singh, CEO, IProspect India said: “HarperCollins is one of the big five English language publishing companies. As consumption of content has shifted significantly to digital, IProspect is happy to help the brand strengthen its digital presence through its expertise in integrated content and digital marketing.”
Added Subhashree Das, Deputy General Manager – Digital Marketing, HarperCollins: “If you’re looking for a book on almost any subject, there’s a HarperCollins book for you out there. And so, the logical next step in our digital strategy was to ensure that our books became easily discoverable to anyone looking for them online. IProspect brings onboard their tremendous experience in performance marketing and we are confident that their strategic approach will go a long way in growing our business and ensuring that the right book reaches the right reader.”
Over the last couple of months, we have seen many surveys which have looked at the current level of global and local media revenue and its recovery path over the next two to three years. Most of these surveys have highlighted the bright picture looming at the end of the tunnel. Last week, I came across a survey released by www.emarketer.com which has focussed on three key media trends sweeping the pandemic hit world, providing the advertising and media industry with deep insights.
On October 23, 2020 eMarketer released Global Media Intelligence Report for 2020, produced in collaboration with Starcom and GlobalWebIndex covering 42 major markets in the world with a focus on internet users’ engagement with digital and traditional media.
The first trend observed in the study indicates that ownership of PCs and tablets are declining in many countries including India. “Between H1 2019 and H1 2020, ownership of desktops, laptops, and/or tablets declined most sharply in developing markets, including Brazil, China, Egypt, and India—all countries where the focus has long been on mobile devices and services. But the same trend appeared to a lesser degree in several other countries too, including France, Russia, Sweden, and the US.” This trend indicates that smartphones are consolidating their position as the primary screen across the pandemic hit world both in the developed as well as in the developing countries among the internet users. (https://www.emarketer.com/content/3-key-trends-shaping-media-landscape-this-year?ecid=NL1009)
We already know that in India mobile phones are playing a crucial role in spreading digital media communication with more and more mobile-first internet users coming to the market. This study shows that while there has been hardly any change in the ownership of smartphones from HI2019 to H12020 as it is already near saturation level, the time spend on the device has gone up marginally. “96.0% of internet users ages 16 to 64 owned a smartphone in H1 2020—a figure unchanged since H1 2019. In addition, one in 10 respondents had a feature phone. Time spent with mobile devices averaged 3 hours, 37 minutes (3:37) per day, 1 minute more than in 2019.” Compared to 2019 the ownership percentage of PCs and tablets have come down from 72% to 54.2%, showing a significant decline. Comparatively, ownership of tablets was less affected with only a drop from 24.5% to 22.3%. Time spent by Indians with their PCs and tablets declined sharply from by 45 minutes per day (https://www.emarketer.com/content/global-media-intelligence-2020-india).
The second trend emphasises on digital video which continues to close its gap with broadcast TV. In the western countries the share of internet users watching free or paid for digital video have already surpassed the share watching live TV or are almost equal to it. In India, it will take a longer time for a similar trend to set in, but the warning signs should not be ignored by the TV channels who have not yet invested in OTT business.
Based on the various trend of digital media consumption among the internet users, the study predicts that by 2024, digital ad spending worldwide will become $526.17 billion and will account for 62.6% of the total media ad spending. The growth rate of digital ad spend will fall sharply during 2020, but will rise equally sharply in 2021. Over 2022 to 2024. The growth rate of digital ad spending is expected to fall gradually, but its share in the total media ad revenue will continue to grow year on year as shown in the chart below.
Source: eMarketer
In India, it will take many years before the digital ad spending crosses 50% of the total media ad spending. However, as shown in the recently published M&E industry Report 20202 by KPMG, the trend of ad spending on digital and OTT crossing the ad spending on TV media, is expected to set in by FY 2022 (https://www.mxmindia.com/2020/10/the-great-churning-of-the-media-cauldron/).
The third trend observed in the study indicates that the pandemic is probably hastening the decline of print media: “Print audiences aren’t shrinking everywhere, but print newspapers and magazines did register many of the most dramatic decreases in media engagement this year.” In India, traditional print industry seems to be in a buoyant and positive mood during the current festive season. Some large newspaper houses have also posted good growth during the third quarter of 2020. But, the Pitch Madison Advertising Midyear Review 2020 released in August, 2020 estimated a loss of 31% to 36% in print ad expenditure from 2019 to 2020 (https://www.mxmindia.com/2020/08/dramatic-changes-in-indian-ad-industry/). Only time will tell if COVID 19 will hasten the process of decline of the print media in India.
Fantasy sports platform MyTeam11 unveiled its campaign named ‘India Ki Apni Fantasy App’ around the Indian T20 season.
My11Circle, the sports platform by online gaming company Games24x7, released a new campaign featuring former Indian cricket captain and brand ambassador Sourav Ganguly. Conceptualised by marketing consulting firm Spring Marketing Capital, the ad films asks cricket enthusiasts to make their teams on the app to compete directly with Sourav Ganguly.
Instagram celebrated its 10th birthday this week and has launche a new campaign called ‘Love Runs Deep’ to redefine the way brands can authentically tell their stories while engaging with influencers.
Over the last couple of months, we have seen many surveys which have looked at the current level of global and local media revenue and its recovery path over the next two to three years. Most of these surveys have highlighted the bright picture looming at the end of the tunnel. Last week, I came across a survey released by www.emarketer.com which has focussed on three key media trends sweeping the pandemic hit world, providing the advertising and media industry with deep insights.