MxMIndia

Category: Digital

  • Was marketing lead for games at Jio before

    Akshay Paul joins Newgen Gaming as co-founder and CMO

    By Our Staff

     

    Akshay Paul
    Akshay Paul

    Newgen Gaming, gaming and esports company, has named Akshay Paul as the co-founder and chief marketing officer (CMO). He will be heading the company’s marketing, branding and overall business initiatives.

     

    Prior to joining Newgen Gaming, in his previous role, Paul donned the hat of head of marketing for health and wellness company, GOQii and was the marketing lead for games at Reliance Jio Infocomm before that. With an MBA degree from Symbiosis Institute of Business Management (SIBM), he has more than a decade of rich experience in product and marketing management and has been a part of known brands like, Ubisoft, Reliance Games and JetSynthesys among others.

     

    Said Paul, “I’ve been a gamer and an esports enthusiast since I can remember. Having played competitively myself, I know the thrills of the sport. I am excited to join the amazing team at Newgen Gaming – Penta Esports, who have some exciting plans for the esports ecosystem in India. I am sure it is going to be an amazing experience working alongside some of the best in the business.”

     

    Added Newgen Gaming co-founder and CEO Anurag Khurana: “Our plan is to scale up the business rapidly and contribute to the fast moving esports industry. With his immense experience, we are confident that Akshay will lead the team to successfully mark our place in the growing esports ecosystem.”

     

  • The game will  be multilingual

    Equinox announces Gurudharma online game

    By Our Staff

     

    Amita and Ram Madhvani’s new venture, Equinox Virtual, announce the launch of their Multilayer Online Battle Arena (MOBA) game – called Gurudharma. It shall be launched in Hindi, Tamil, Telugu and English.

     

    Said Ram Madhvani:  “From a creative and storytelling perspective GD is the first step in creating the universe for MOBA (Multiplayer Online Battle Arena) game- This universe will expand manifold as we launch into more exciting virtual experiences.”

     

    Added Amita Madhvani: “Learning is continuous and seeking knowledge is divine- creating Gurudharma and bringing the universe of warriors and demons, with lore connected to our Mythology will reach out to all age groups… game on soon!”

     

  • To build a network of skill-gaming destinations

    Nazara acquires skill gaming platform OpenPlay

    By Our Staff

     

    Nazara Technologies Limited, the gaming and sports media major, has announced that it has acquired 100% stake in Hyderabad-based skill-gaming company OpenPlay for a total consideration of INR 186.4 crore.

     

    Said Nazara CEO Manish Agarwal: “The OpenPlay acquisition offers an opportunity for Nazara to build a network of skill gaming destinations operating on one common tech platform under the proven leadership of Sreeram and his team at OpenPlay. Sreeram is a successful entrepreneur globally in online real money gaming and we are excited that he will be leading Nazara’s growth in this sector.”

     

    Added Sreeram Reddy Vanga, Founder at OpenPlay Technologies: “I’m excited to join the ‘Friends of Nazara Network’ and look forward to working closely with Nazara leadership and the Network to build India’s largest vernacular social gaming and entertainment platform. Our technology complemented by Nazara’s positioning in the gaming industry in India is the perfect combination for this endeavour.”

     

  • Will be responsible for taking the platforms to their next phase of growth

    TikTok’s Nikhil Gandhi joins MX Media as COO

    By Our Staff

     

    MX Media has announced the joining of Nikhil Gandhi joins as Chief Operating Officer. Based out of Mumbai and Singapore for this role at MX, Gandhi will be responsible for taking the platforms to their next phase of growth by expanding its geographical reach, enhancing data driven innovation, growing the scope and scale of revenue streams, and building maximum impact for all stakeholders – be it consumers, advertisers, or internal teams across verticals.

     

    Elaborating on the same, Karan Bedi, CEO of MX Media said “Nikhil brings decades of experience in both traditional and emerging media platforms, and will be a huge asset in taking MX to the next level of rocket fueled growth. We look forward to working closely with him.”

     

    Speaking about this new role, Gandhi added: “MX Player is by far the leader in the video entertainment space. I’m super excited to join the MX team and look forward to the next phase of our growth.”

     

  • Advertising across omnichannel retail finds success with consumers as per Kantar's global study

    TikTok tops Ad Equity charts again, globally

     

    By Our Staff

     

    Kantar, the data, insights and consulting company, has released Media Reactions 2021, the second edition of its global ad equity ranking of media channels and media brands.

     

    Ad equity refers to the attitude’s consumers have towards the advertising experience within specific platforms and ad formats.  Despite the prominence of digital platforms in daily life, consumers continue to be more positive about offline ad platforms such as cinema, sponsored events, magazine ads and point of sale (POS). The popularity of podcast adverts has risen. Positioned at #11 in the overall Ad Equity ranking, they have overtaken influencer content as the preferred digital ad medium. Podcast ads are perceived as both better quality and more relevant compared to 2020, but also more repetitive, unsurprising given the increase in ad spend on the platform.

     

    Consumer Global ad equity ranking – all media channels Consumer Global ad equity ranking – online media channels
    1) Cinema ads (-) 1) Podcast ads (+1)
    2) Sponsored events (-) 2) Influencer content (-1)
    3) Magazine ads (-) 3) Ecommerce ads (new!)
    4) POS ads (new!) 4) Ads on TV streaming services (-1)
    5) Newspaper ads (-) 5) Social media story ads (-)

     

    Across branded digital platforms, TikTok remains top of the global Ad Equity rankings. Although only ranked as the #1 overall platform in one market – Taiwan, TikTok is the leading global digital platform in the important US market and is first or second ranked of the global digital platforms in 9 of the 22 markets where it was measured. The inclusion of commerce platforms in this year’s ranking illustrates their increasing importance across the digital advertising landscape. Amazon ranks second globally among consumers, topping the list in 4 markets. Together with regional ecommerce giant Mercado Libre, which leads in Argentina, Amazon’s success showcases why ecommerce has entered the online media channel ad equity rankings in third place.

     

    Global ad equity for media brands: 2021 Top 5 ranking among consumers

    1) TikTok (-)
    2) Amazon (new!)
    3) Instagram (-1)
    4) Google (-)
    5) Twitter (-)

     

    Global vs Local: Media Reactions highlights the importance, and challenge, of market-specific media strategies. In 16 of the 23 markets surveyed the #1 ranked media brand was a local media brand or a localised version of global media brands. Ten of these 16 are news and magazine brands. This local success, together with differing attitudes to the ads on global digital media brands, makes balancing the benefits of scale of global media platforms with the promise of greater relevance from local media gems ever more important. (see image above)

     

     

    The Innovator’s Dilemma: Media Reactions also highlights the challenge for brands in keeping their media mix reflective of the latest consumer media preferences as well as reflective of their own values and brand positioning. Marketers favour channels and platforms they believe provide both trustworthy and innovative advertising environments. Among the global brands, Instagram best manages this balancing act. YouTube, Google and Facebook are trusted platforms but are considered slightly less innovative.

     

    TikTok is not yet trusted by marketers as much as the more established platforms, but it has made enormous improvements in the past year. It remains comfortably the most innovative place for ads, and trust has doubled, so many more marketers are now positive about placing ads on the platform.

     

    Ad Spend Outlook: Media Reactions marketers’ survey provides insights into probable media growth areas for 2022. The vast majority of global marketers plan to increase spend on their favoured ad formats: online video, influencer content and social media ads. Many will reduce spend on print ads.  YouTube, Instagram and TikTok are the platforms set to benefit most.

     

     

    Discussing the findings Duncan Southgate, Global Brand Director, Media, Insights Division at Kantar, said: “The ad industry has been encouraged by the rapid recovery in 2021, as advertising has been used as one of the levers to fuel recovery in the wider economy. As we emerge into a new media landscape, brands need to understand which consumer and marketer attitudes have changed, and which have stayed the same. Which media brands have retained their appeal, and which have grown stronger? While the pandemic accelerated the growth of digital in every aspect of life, we have seen a robustness in consumers’ preference for offline advertising, and some strong local news brands in particular. Marketers need to ensure their strategies respect those preferences alongside the benefits of scale delivered by global digital platforms. TikTok has done an impressive job retaining its differentiated advertising proposition with consumers – even as its user base has almost doubled over the past year. We have also seen the re-emergence of retail as a critical ad platform, both online and physically. Advertising strategies that seamlessly align with omnichannel retail strategies provide a great opportunity for marketers to deliver more popular campaigns.”

     

    Added Sandeep Ranade, Head of Media- South Asia, Insights Division at Kantar: “Moving into 2022, we will see consumers adopting more and more digital channels and it will impact advertiser’s appetite for digital connection opportunities. Consumers do not differentiate between the way media is bought and hence it will no longer be offline vs online but a balance of reach vs receptivity and global vs local media partners to bridge the gap between what consumers prefer vs what advertisers perceive consumers prefer. We have also seen that Indian consumers generally have more pronounced views on advertising compared to the global audience”

     

    The full report can be found at www.kantar.com/campaigns/media-reactions.

     

  • This acquisition taps into a growing synergy between the two companies

    Nodwin Gaming acquires OML’s gaming & live IP biz

    By Our Staff

     

    Nodwin Gaming, South Asia’s esports company, and an independent subsidiary of Nazara Technologies Limited, has acquired the gaming and adjacent IP business of OML Entertainment. This acquisition taps into a growing synergy between the two companies. While Nodiwn Gaming is known for its esports and gaming expertise. OML Entertainment is known for managing gaming and entertainment creators such as Tanmay Bhat, Samay Raina, Suhani Shah, etc.

     

    Akshat Rathee
    Akshat Rathee

    Akshat Rathee, Managing Director, Nodiwn Gaming said: “Nodiwn Gaming strongly believes that continuous growth in the IP portfolio is central to building a vibrant ecosystem of fans, talent, broadcasters and brands. This has been the essence of Nodiwn Gaming since the early days of creating The India premiership or Dew Arena.  The addition of some of the largest IPs in India like NH7 weekender is going to accelerate the massification of esports and gaming entertainment across the spectrum of fans and brands. The multi-faceted talent that joins us cuts across gaming and pop culture and lays the perfect foundation for Nodiwn Gaming to create more IPs. The proven capability of the brilliant team that joins us from OML Entertainment will further ensure that we can execute and monetise our IPs.”

     

    Ajay Nair
    Ajay Nair

    Added Ajay Nair, Managing Director, OML Entertainment: “We believe in the convergence of different pop culture genres and have seen that this has already happened across several platforms and IPs. It makes a lot of sense to consolidate the strengths that OML Entertainment and Nodwin Gaming have in the live IPs and gaming spaces. Over the past years, our experience working with Nodwin Gaming has been very fruitful and we are confident that our live IPs and the teams that execute them have found a good home at Nodwin Gaming. OML Entertainment will continue to focus on building its OTT content production, talent management and branded content businesses. I look forward to working with Akshat and the Nodwin Gaming team to deliver on the true potential of this partnership.”

     

  • Launches lowest prices and best value for money campaign

    DDB Mudra steps up shopping experience for Meesho

    By Our Staff

     

    Meesho, the  online shopping platform, has launched the Sahi Sahi Lagaya Hain campaign to appeal to shoppers across Tier 2+ markets. The campaign highlights how customers can access a wide selection of quality, unbranded products at the right price from the Meesho app.

     

    Speaking on the campaign’s value proposition, Megha Agarwal, Vice President & General Manager Growth at Meesho said: “The core concept revolves around the ‘right value’ of a product that users often look for. True ‘value’ means having the right selection of quality products and at the right price. Over the years, we have made this a reality for our users. With industry-first initiatives like 0% commission, Meesho has become the lowest-cost channel for sellers. In turn, they are able to ensure the lowest prices for users on the platform. We are committed to enabling online success for millions of sellers, entrepreneurs, and customers, even from the remotest town in the country.”

     

    Added Pallavi Chakravarti, Creative Head – West, DDB Mudra: “Shopping online is an experience replete with many things – a discount here, an offer there, a new range elsewhere – and we noticed that people are always locked in a struggle between ‘I paid more for this’ and ‘I paid less for that’. That’s how we hit upon the proposition for Meesho’s latest campaign  -on this platform, it’s never about less or more. It’s always about paying the RIGHT price. Using a bargain hunter’s lexicon to bring this thought alive, we created a campaign that we believe does justice to what Meesho does – marrying the offline world with the brand’s online offering, but more importantly, telling a consumer what’s in it for her or him, in an engaging manner.”

     

  • The deal will expand its reach in providing financial assistance to students across India

    Credenc acquires digital platform ObserveNow

    By Our Staff

     

    Credenc, an education lending fin-tech platform for higher education, has announced that it has acquired B2B New Age Digital Content Platform ObserveNow. Credence, which is a Capital India company, through this deal hopes to further solidify relationships across all verticals of Credenc by consolidating ObserveNow’s extensive media network, brand partners and marketing experts.

     

    Commenting on the acquisition Mayank Batheja, Co-Founder, Credenc said: “Today marks a pivotal moment for Credenc as we welcome team ObserveNow on board. ObserveNow has done commendable work in the last two years in the education space and Human Resources. Their connection within this industry is of high value to Credenc. We are determined to raise the bar on providing financial assistance to students and working professionals across India.”

     

  • as its creative agency of course

    Cleartrip ropes in Lowe Lintas

    By Our Staff

     

    Online travel company Cleartrip has appointed Lowe Lintas to manage its creative duties. The scope of the agency will primarily include “reinvigorating” the brand and crafting a “robust” communication strategy to navigate the brand in the new industry landscape.

     

    Prahlad Krishnamurthi
    Prahlad Krishnamurthi

    Speaking on the onboarding, Prahlad Krishnamurthi, Chief Business Officer, Cleartrip said: “We are happy to onboard Lowe Lintas as our creative partner. Our approach will be to not only build an innovative portfolio but one that is represented by a brand persona that is memorable and impactful. We will be closely working with the Lowe Lintas team and expect that their strategic, innovative, and forward-looking approach will contribute immensely to further building the Cleartrip brand and propelling our growth. We look forward to a rewarding and long-standing partnership.”

     

    Sonali Khanna
    Sonali Khanna

    Commenting on the win, Sonali Khanna, Executive Director and Branch Head – South, Lowe Lintas added: “The last year and a half has really taught us the true meaning of a ‘VUCA’ world. In order for impacted industries, like Travel & Tourism, to get back on track, we need to devise transformational strategies. Lowe Lintas is no stranger to bold new ideas, and we’re delighted to partner with Cleartrip to meet this challenge head-on.”

     

  • Urges customers to start tracking their calories with new feature on the IL TakeCare app

    Ogilvy launches calorie app for ICICI Lombard

    By Our Staff

     

    ICICI Lombard introduced a new campaign to unveil its new feature ‘Cal Scan’ on its signature health and wellness app ‘IL TakeCare’. The new digital campaign highlights the newly launched ‘Cal Scan’ (calorie scan) feature in its IL TakeCare App, designed to track one’s calorie intake and recommend healthy calorie count and tips.  Conceptualised by Ogilvy, ICICI Lombard’s Creative agency, the ad films are being promoted across ICICI Lombard’s social media assets and digital platforms.

     

    Said Sanjeev Mantri, Executive Director at ICICI Lombard General Insurance: “While the pandemic has turned people towards a holistically healthy lifestyle, it is equally important to add the element of measurement to all our health endeavours. Considering the significant increase in the usage of wellness and health-oriented apps recently, we have introduced this new feature of ‘Calorie Scan’, which will act as a counter and encourage the user to stick to their recommended calorie budget. ICICI Lombard aims to offer not only comprehensive coverage to our consumers but also innovative solutions to them, thereby serving as a partner in the customer’s wellness journey.”

     

    Added Talha Bin Mohsin & Mahesh Parab, Executive Creative Directors, Ogilvy Mumbai: “The ICICI Lombard World Heart Day campaign has had a long history of great work aimed at making people conscious of the challenges to their good health. This year, we sought to open a new chapter by going a step further and joining them in their journey towards holistic wellness. Not just by helping them count their calories, but giving them tips on how to burn them and stay fit on a regular basis too.”

     

  • A new solution for brands to better engage with 3 BN Gamers Worldwide

    Dentsu unveils gaming in APAC

    By Our Staff

     

    Dentsu group announces the launch of Dentsu Gaming, an integrated solution which brings together the extensive gaming heritage and expertise of Dentsu Japan network with the global scale and specialist capabilities within Dentsu international.

     

    Leading the global launch of Dentsu Gaming, Keiichi Yoshizaki, Executive Officer, Dentsu Inc said: “Our philosophy is that gaming is more than just advertising – it is about creating, amplifying and adding momentum to culture and the industry at large. With Dentsu Gaming, we do this through our own in-house gaming studios, innovative business ventures, investing in gaming start-ups and through strategic partnerships at global scale and, this sets us apart from all others.”

     

    Added Peter Huijboom, Global CEO, Media and Global Clients, Dentsu international: “We have a truly integrated and borderless business model at dentsu which ensures a seamless sharing of insights, deep-knowledge and specialisms to benefit our clients, regardless of their geography – Dentsu Gaming is a perfect example of this.”

     

  • Themed around aspects that influence decisions regarding online-based learning

    Jain Online launches inaugural brand campaign

    By Our Staff

     

    Jain Online, a Bengaluru-based online education platform, has announced the launch of its new brand campaign, celebrating the “circle of influencers’. The brand films have been conceptualized by Hyper Connect Asia.

     

    Said Dr. Raj Singh, Vice Chancellor- Jain University: “Generally, a college student or working professional, when choosing an education platform meets with a wide array of choices. There is a huge checklist and a lot of uncertainty with so many new players emerging into the space. Our brand campaign outlines our belief that in a world full of options, the right advice often comes from one’s circle of influence or opinion makers.”

     

    Added Kiran Khadke, Co-Founder & Creative Lead, Hyper Connect Asia: “The pandemic has opened the doors to a pool of options for students, who are looking for credible degree programs online. This has the EdTech sector soaring. We chose the idea of how a passionate professional is always on their toes to stay ahead in the workplace for the first campaign, and the second one explores the scenario where a neighbour’s inquisitiveness is leading to something beneficial. The film tries to give a resolution to their concerns via relative life situations which the audience can relate to.”