MxMIndia

Category: Digital

  • To measure increase in brand awareness across 12 cities

    DCMN rolls out new Truecaller campaign

    By Our Staff

     

    DCMN, the digital marketing agency, has launched a nationwide TV ad campaign “Desh ka Truecaller” for, well, Truecaller.

     

    Manan Shah
    Manan Shah

    Said Manan Shah, Director Marketing – India at Truecaller: “For our latest TV campaign, we wanted to celebrate the “trusted partners” in everyone’s day-to-day lives – whether that’s family, partners or friends. We’ve worked with DCMN for several years now, and the team’s deep knowledge of the local market has been key to achieving heightened brand awareness across the country. They also take a unique, performance-orientated approach to TV advertising – which has been crucial to understanding where to spend our advertising budgets.”

     

    Bindu Balakrishnan
    Bindu Balakrishna

    Added Bindu Balakrishnan, Country Manager – India at DCMN:  “Truecaller is an incredible success story in India, and we’re delighted to have worked with them on their newest campaign – one that will resonate with consumers across India. Truecaller came to us to help them carry out a high-impact national and regional campaign with a strong focus on tier 2 & 3 cities, and we’re looking forward to tracking the success of the campaigns with our tailored brand awareness research – an invaluable resource for any brand looking to scale.”

     

  • The video features actors Brijendra Kala and Deepshikha Nagpal

    KDM launches new digital campaign

    By Our Staff

     

    KDM mobile accessories has launched a new digital campaign ‘Karo Dil Ki Marzi’. Karo Dil Ki Marzi is an abbreviation of brand KDM and its first video features actors Brijendra Kala and Deepshikha Nagpal.

     

    Sharing how the concept fits the brand perfectly, Nilesh Mali, Chairman & Director, KDM India said, “KDM is an aspirational and essential lifestyle & mobile accessory brand for every family member be it a father, mother, daughter or son who cannot afford to miss the fun and can relate to our brand as they can enjoy their own moments through KDM and in doing so fulfil their aspirations, thus we say Karo Dil Ki Marzi.”

     

  • To promote its newly launched Buy Now, Pay Later (BNPL) product

    BharatPe unveils first marketing campaign for Postpe

    By Our Staff

     

    BharatPe has announced the rollout of its TVC campaign ‘De Dena Aaram Se’, to promote its newly launched Buy Now, Pay Later (BNPL) product- Pstpe.

     

    Speaking on the launch of this new campaign, Suhail Sameer, CEO, BharatPe, said: “We have recently forayed in the Consumer Fintech category with the launch of 12% Club and Postpe. We are confident that Postpe can totally transform the Buy Now Pay Later (BNPL) category with its compelling proposition of enabling credit for one and all, anywhere and everywhere. The initial response has been overwhelming and I am confident that this latest campaign will help create awareness for Postpe amongst consumers. The ICC T20 World Cup is one of the most sought after cricketing events and our new campaign launched with this event will go a long way in catapulting the growth of Postpe. We are already facilitating disbursals at a run-rate of INR 150 crores per month in just two weeks of launch, and I am confident to scale this up 10x by the end of the campaign.”

     

    Adding his thoughts on the new TVC campaign launch, Parth Joshi, Chief Marketing Officer, BharatPe, said: “Buy Now Pay Later has been around for a while but I believe that postpe is the first product that is really democratising it- with its universal usage (on QR, Card or Online) and interest free credit of upto Rs 10 lacs for a period of 30 days. The TVC has been conceptualized keeping in mind the personal connect and trust that a customer enjoys with his preferred local store owner in India. We have tried to weave in various use cases to connect with a larger audience, as our postpe product is not limited to a specific set of stores. The TVC has been crafted with the objective of communicating how postpe enables our customers to pay on credit anywhere and for any amount, and pay it back later as per his convenience. We will be running this campaign for the October –December 2021 quarter.”

     

  • With a mass media campaign of 19 films created by The Script Room

    Ganguly & Laxman unite for My11Circle

    By Our Staff

     

    Games24x7, a multi-game platform, has launched a mass media campaign during the T20 World Cup targeting cricket fans.

     

    Speaking about the promotional campaign, Avik Das Kanungo, Director – Brand and Marketing Strategy, Games24x7 said: “We are very happy to have a partner like The Script Room in conceptualising and launching this campaign. We set out to give a tribute to the game of cricket, celebrating the passion of Indian cricket lovers, and the campaign captures the sentiment extremely evocatively. We’re delighted with the initial response from all quarters, and are glad that cricket fans are enjoying yet another unique offering from My11Circle”.

     

    Added Rajesh Ramaswamy, Co-Founder, The Script Room: “It’s a very simple and fundamental thought. All of us know that India has a huge attachment and crazy following for cricket. And this love and passion often gets expressed through what is called ‘fan-giri’. The films are trying to capture this through multiple stories – deewangi for our favourite stars, and deewangi for our favourite game. We are really lucky and super delighted that Abhinay Deo came on board. Only he could’ve captured this madness in the scale and spirit that it finally came out.”

     

  • The campaign has been ideated by creative agency partner Logicserve Digital

    HDFC Life unveils latest digital campaign

    By Our Staff

     

    HDFC Life has released six films for the #ClickKaroInsureKaro campaign that focus on different life stages of an individual.

     

    Speaking on the campaign, Vishal Subharwal – Head-Marketing, Digital Business & E-commerce, HDFC Life said: “Over the last one year consumers have been purchasing most products online. However, the idea of purchasing life insurance online is yet to become popular. It has been our endeavor to convey the benefits of buying life insurance online. There is a wide range of life insurance products that are designed to meet the life stage needs of every individual. These can be purchased via the digital platform in a convenient manner. We hope to be able to drive this message through our latest campaign.”

     

    The campaign was ideated by creative agency partner Logicserve Digital. Providing further insight about the campaign, Manesh Swamy, Vice President – Creative, Social, PR & Marcom at Logicserve Digital, said: “After the success of the Buy Online campaign, we wanted to move the consumer from interest to intent via deep-diving more on the plans and the features of the products. Last time the stories revolved around the lockdown phase this time we planned it around the Festive season and unlock phase.”

  • Forays into animation and VFX

    Vistas Media Capital acquires stake in Paperboat Design Studios

    By Our Staff

     

    Singapore-based media and entertainment-related investments company, Vistas Media Capital, has announced the acquisition of a majority stake in Paperboat Design Studios, an animation and design company. The studio, with more than 250 full-time employees across offices in Mumbai and Hyderabad, will, notes a communique, help stride Vistas Media Capital’s growing media ecosystem that spans across film and video content, NFT, gaming and metaverse.

     

    Said Abhayanand Singh, Group CEO, Vistas Media Capital: “Paperboat is a team of passionate, talented and creative people, with a proven track record in animation and VFX. We welcome them to the Vistas eco-system and hope to have a synergistic relationship to grow the business beyond India across content, gaming and metaverse.”

     

    Added Soumitra Ranade, CEO and Co-Founder of Paperboat Design Studio: “We are extremely excited about being a part of Vistas Media Capital as it gives us an opportunity to explore exponential growth across genres and markets. The capital infused will be used to expand the team, create original IPs, and cross synergize other verticals with them. The business and its offerings are at an inflection point of massive explosion in the post COVID world, across digital and traditional media.”

     

  • The matches are being aired on Colors Cineplex, Rishtey Cineplex and Voot

    Viacom18 rolls out marketing blitz for Abu Dhabi T10 League

    By Our Staff

     

    Starting November 19, Viacom18 is presenting the Abu Dhabi T10 league. In a run up to the series and to maintain sustained momentum, the network has started a marketing blitz, building fandom amongst cricketing fans in India. The Abu Dhabi T10 league is Co-presented by Dream11 and has on-boarded Fairplay as Digital Sponsor on Voot.

     

    Said Sapangeet Rajwant, Head of Marketing & Digital – Hindi Mass Entertainment, Viacom18: “Cricket and cinema are the two biggest pop culture influencers in India and with Abu Dhabi T10 League we are coopting the strength of our leading movie channels and the fandom of cricket. The Abu Dhabi T10 tournament has emerged as one of the most entertaining spectacle events in the sporting calendar since its launch. Our aim will be to enhance the overall experience of viewers and reaching out to the mass, cricket-crazy audience in India to increase the fan base and popularize the event in the country. We have planned an extensive marketing initiative to scale the propensity of the biggest T10 cricket extravaganza, thereby achieving our desired goals.”

     

  • The collaboration aims to improve health and wellbeing of women

    LokmatSakhi collaborates with FOGSI’s Narikaa

    By Our Staff

     

    LokmatSakhi.com, a Marathi portal for women by Lokmat Media, has collaborated with Narikaa, Federation of Obstetric & Gynaecological Societies of India initiative. The objective of this collaboration is to generate personalised material in Marathi about women’s health and well-being.

     

    Talking about the initiative, Hemant Jain, Senior EVP and Head of Digital Business, said: “We at LokmatSakhi.com are trying to break this barrier and trying to reach women across the globe with scientific information and useful content in Marathi language. The content is created with an objective of making safe, scientific, friendly space for women to seek proper health advice, medication and help them to get rid of taboo and fear. Our aim is to make women aware about their health and add value for the betterment of their lives, making them happy and healthy.”

     

    Added Meenakshi Menon, Co-Founder of WayBeyond Media: “When you help a woman or a girl with the correct information to protect her health and well-being, she becomes a valuable member of the community and society at large. The goal is to influence not just women and families in metropolitan cities, but also on the women in rural India.”

     

  • The theme of the campaign is 'ASpaceApart'

    Liqvd Asia wins mandate for Asian Paints wallpaper

    By Our Staff

     

    Digital agency Liqvd Asia has won the digital communication mandate for Nilaya by Asian Paints.

     

    Arnab Mitra
    Arnab Mitra

    Commenting on the win Arnab Mitra, MD Liqvd Asia said: “Nilaya is looking to redefine the wall paper category and how consumers imagine luxury and art without compromising on their personal aesthetic instincts. Launching the integrated campaign with the theme “ASpaceApart”, we want to give Nilaya the rightful space helping consumers discover the real art of wall coverings.  Our team is excited to take on the challenge of digitally re-launching the product via multiple communication mechanism across the digital universe. We hope to set a new benchmark via this partnership.”

     

     

  • The report probes into the engagement and monetization dimensions

    Indian mobile gaming industry on its way to $5B+ by 2025: Sequoia India-BCG report

    By Our Staff

     

    Sequoia India has partnered with BCG to launch a report titled ‘Mobile Gaming: $5B+ Market Opportunity’. It is to assess the current mobile gaming market in India, and its prospects for expansion.  The report probes into the evolution of Indian mobile gaming in terms of genres, engagement, and monetization dimensions.

     

    Said BCG Managing Director and Senior Partner, Vikash Jain: “The gaming industry in India has seen a growth of almost 40% in 2019-20, more than that of OTT, television and social media platforms. 86% of this market consists of mobile phone users. While there is large dependence on ad revenues today, increasing traction and engagement is expected to drive higher willingness to pay which will drive new ways of user monetization and rising ARPUs in the coming years.”

     

    Talking about investor sentiment, Rajan Anandan, Managing Director, Sequoia India added: “Monetisation of Indian games, which has been a concern in the past, is already at $1.8B revenues ramping very rapidly. The industry is witnessing a significant investor interest in Indian gaming.  In fact, a third of all the funding for gaming in India came in the first quarter of 2021. The rise of gaming platforms is especially exciting, as evidenced by 80% of all funding going to platforms.”

     

    The consumer survey conducted by BCG as part of this report, which gathered insights from 3200+ respondents across 21 locations in India to ensure comprehensiveness and representativeness, investigates gaming habits of the Indian gamer. BCG Managing Director and Partner, Mandeep Kohli explains, “The Indian gamer is not defined by their demographic. They are rather defined by their context – their needs, preferences, and gaming habits. An average player who plays to avoid boredom may spend around 1-2 hours on games, while a die-hard gamer who plays for the competitive spirit, can spend nearly double the time on gaming while playing the same game or a different game all together. Companies that are able to understand these varied consumers and identify which ones are they really serving are the ones which will lead the market.”

     

    For the stakeholders, the report highlights key imperatives that will drive the next wave of growth for this fast-paced industry. These include enhancing the discovery and adoption through casual and free to play games, improving usage and retention by diversifying genres to increase engagement and retention, and effectively driving monetization through localized pricing strategies, among others. MPL, for example, has a genre agnostic platform. This has led to them being popular with a wider variety of gamers, resulting in more paying users and higher retention than most others in the space.

     

    “80%+ of the mobile gaming market is driven by user spends, i.e., in-app purchases and real-money games, further catalysed by wide availability of quality smartphones, affordable internet and UPI,” said Prachi Pawar, Associate, Sequoia India.

     

    Finally, the report also delves deep into the strategic choices of some of the most successful mobile gaming companies in India – Nazara, MPL, Dream11 and Gameskraft. “Being the first movers in their respective segments, some of these companies have helped shape the Indian gaming market. They continue to bet on new growth opportunities and build competitive advantage to stay ahead in this high-stakes game ,” added BCG Principal, Wamika Mimani.

     

    Opportunities in this ever-growing gaming industry are immense in India. New stories are emerging every day, and many believe the best is yet to come.

     

  • Campaign conceptualised by 22feet Tribal Worldwide

    Netflix turns fans into shoplifters to promote Red Notice

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Netflix India (@netflix_in)

    Netflix India has launched a new campaign to promote its Hollywood blockbuster movie, ‘Red Notice’. Conceptualised by 22feet Tribal Worldwide, the campaign invites fans to experience an adrenaline rush at the ‘Red Notice Shop’, where everything is free if they can steal it.

     

    The Red Notice Shop has been brought to life in a 3000 sq. ft. retail space at Phoenix Palladium, Mumbai. The space is guarded with lasers, sensors, secret codes, CCTV cameras, alarms, and top-notch security. The heist is successfully completed if one is able to steal from the Red Notice Shop. Prizes include not only goodies, tech delights, ownable shop merchandise but also three precious gold Faberge eggs from the film with exclusive rewards inside them.

     

    Said Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide: “Most viewers fantasise about being in a role similar to one of their favourite characters or plots in a film. We wanted to give them an unexpected leg-up. So, we set up a shop to pull off a heist where stealers are keepers if you don’t get caught. And if you do, you don’t land up behind bars. Either way, the experience leaves an indelible mark and lodges Netflix and Red Notice in your memory for good.”

     

     

  • To boost access to opportunities for 600 million people

    LinkedIn launches in Hindi

    By Our Staff

     

    LinkedIn has announced its Hindi avatar to provide greater access to professional and networking opportunities to Hindi speakers in India and around the world. With the launch of Hindi, LinkedIn now supports 25 languages globally, notes a press release.

     

    Said Ashutosh Gupta, India Country Manager, LinkedIn: “In India, LinkedIn has been mission critical to helping people connect, learn, grow and get hired during the pandemic and in this new world of work we are in. With the launch of Hindi, now more members and customers can unlock greater value from the platform through content, jobs, and networking, and express themselves in a language that they feel comfortable in. We have witnessed high engagement and member growth in the last year, and it is at this exciting inflection point that we are strengthening our vision to create economic opportunity for ‘every’ member of the workforce, and taking down language barriers for Hindi speakers across the world.”