MxMIndia

Category: Digital

  • To handle the brand's strategic content, design across all social media platforms

    FoxyMoron wins digital media mandate for Organic Tattva

    By Our Staff

     

    FoxyMoron, the full-service creative and performance agency under the Zoo Media network, has won the digital and performance marketing mandate for Organic Tattva, brand for organic food. FoxyMoron will be handling the brand’s strategic content, design across all social media platforms and performance marketing as well.

     

    Prachi Bali
    Prachi Bali

    Commenting on the win Prachi Bali, National Head Partnerships and Business Head, North, FoxyMoron (Zoo Media), said: “The organic food and beverages category, while increasing in demand, has been riddled with unclear messaging and perception challenges. With Organic Tattva, we aim to create communication that will truly build brand trust and also a community of people who enjoy consuming organic food”.

     

    Kriti Mehrotra
    Kriti Mehrotra

    Added Kriti Mehrotra, Marketing Director, Organic Tattva: “We are excited to collaborate with FoxyMoron for our digital marketing and media mandate. Organic, being a niche category, requires customer education about organic production, certifications, benefits, and environmental sustainability. Organic Tattva and FoxyMoron will work on delivering influential campaigns and raising awareness about the organic farm to fork process and our company’s commitment to integrity, authenticity, and quality.”

     

     

  • To spearhead company’s strategic relationship with the country’s leading brands

    Meta appoints Meghna Apparao as Director of E-commerce

    By Our Staff

     

    Meghna Apparao
    Meghna Apparao

    Meta has appointed Meghna Apparao as the Director of E-commerce in India to lead the strategy and solutioning that is focused on the company’s largest e-commerce advertisers. As a part of her role, Apparao will spearhead the company’s strategic relationship with the country’s leading brands in the e-commerce space, enabling a stronger partnership through Meta platform solutions. She will report to Arun Srinivas, Director and Head of Global Business Group at Meta in India.

     

    Said Srinivas: “We are committed to enabling and multiplying economic opportunities for businesses of all sizes in India. With many of them rapidly moving online and transitioning into an explosive phase of growth, it becomes more important than ever to find the right solutions and strategies that can help them scale quickly. I am thrilled to welcome Meghna as she joins our team to lead this mandate and to shape the role our apps can play in enabling the growth of some of India’s largest online and retail businesses.”

     

  • It disrupt the current digital media consumption pattern of Indians, writes Indrani Sen

    Boom, Boom! India’s Short Form Video (SFV) market explodes. And how!

     

     

    By Indrani Sen

     

    Indrani SenThe Indian government’s ban on TikTok in June 2020 along with 50+ other Chinese apps was a blessing in disguise for the homegrown user generated short video apps. TikTok, introduced in India in September 2016, opened up a new category of users in digital media consumption and had almost 90% share of the total time spent by Indian netizens on creation and consumption of short video contents.

     

    In fact, as I wrote here on May 4, 2020, (https://www.mxmindia.com/2020/05/indrani-sen-tiktok-ticks-fast-in-india-during-lockdown/) during the first two weeks of the lockdown in 2020, TikTok along with Aarogya Setu were the two most favourite apps downloaded by the Indians.

     

    Six months after the ban on TikTok, we saw many homegrown apps like Times Internet’s MX TakaTak, ShareChat’s Moj, InMobi’s Roposo, Dailyhunt’s Josh, Tech4Billion Media’s Chingari, etc. trying hard to fill in the void left by the sudden disappearance of Tik Tok. In June 2021m the combined efforts of all the homegrown apps got back nearly 97% of daily active users compared to June 2020. Aggressive influencer marketing and content creation in local languages on these platforms were the two main factors which helped in getting back lapsed users as well as create new users. Many of these platforms initially used Tik Tok’s name for promoting their apps on digital media.

     

     

     

    A year after, in October 2021, a report by Redseer Consulting revealed that homegrown Indian short video apps have nearly 250 million monthly active users (MAU) compared to Tik Tok’s monthly active users (MAU) of 170 million users at the time of its closure in September 2020. These platforms’ offer of creating short videos in local languages as well as simple interfaces accessible by cheaper smartphones helped to make inroads to small towns and rural areas. The Redseer report estimated that active users spend up to 45 minutes daily on these platforms.

     

    The combined monthly active userbase (MAU) of the homegrown short video apps stood at 170-190 million beyond India’s 50 cities, as per the Redseer report titled ‘Short-form video – The Rise of Made in India Digital Content.’ The report stated that 60-62% of the short-form video users are from Tier 2+ cities, a proof of the fact that India’s short-form video (SFV) market has spread to “Bharat”. There is a huge scope of growth as compared to more than 90% of internet users in China using online videos, in India the penetration of online video users is below 60% of Internet users.

     

    India’s short-form video (SFV) market is set for an exponential growth over the next few years to 500-600 million by 2025. RedSeer has further predicted that short-form content would be overtaking the over-the-top (OTT) or streaming video content users by middle of this decade. The entertaining content supported by influencers has made short-form video the fastest-growing content category in Indian digital space. The marketing and advertising strategies of the major platforms have also changed as shown in the more recent advertisements of MX TakaTak featuring Virat Kohli and Chingari featuring Salman Khan.

     

    Last month, an article in www.exchange4media discussed how “after successfully filling in the void created by the ban of TikTok, the desi short-video platforms are now looking beyond advertising revenue”. Many of the platforms are now exploring revenue streams like live and social commerce and are actively driving the growth of live creator driven social commerce in India and the SFV market.

     

    Let me share a few examples of this changing scenario here. Trell, an early adopter, entered the social commerce space in 2020 by setting up Trell Shop marketplace which today offers 500+ brands. Moj has entered into a deal on video commerce partnership with Flipkart. Bolo Indya renamed itself Bolo LIVE in order to emerge as a leading social live-streaming platform in India. Roposo has fully transformed from a short video platform to a creator-led live entertainment commerce platform. Woovly has targeted youth in T2, T3 cities with short videos on lifestyle products through by short videos created by micro/ nano influencers in regional languages. Chingari has recently launched its own crypto token $Gari and NFT marketplace. $Gari token will become the default currency for transactions made on Chingari platform. All these moves have been possible due to various high profile investment deals made by these platforms.

     

    Our local short video apps also have a scope to go global. Dailyhunt launched their short video app Josh about a year back. Recently Josh featured in the Top 10 of App Store and Play Store downloads in May 2021. As per Sensor Tower, Josh ranked as the world’s 10th most downloaded app overall, and as eighth most downloaded on Play Store. Chingari’s crypto token is listed in top 13 exchanges across the world. There is no doubt that India’s SFV market is all set for an explosive growth in the coming years which will create a disruption in the current digital media consumption pattern of Indians.

     

  • To support India’s next generation of storytellers

    Netflix India announces competition for emerging filmmakers

    By Our Staff

     

    Netflix India has announced Take Ten, a short film workshop and competition that aims to discover and support emerging filmmakers from diverse backgrounds in India. As a part of this, 10 filmmakers will be given an opportunity to attend workshops by the best in the creative industry and then to make a fully funded short film with a $10,000 grant. The films will be showcased on Netflix’s India YouTube channel.

     

    Take Ten is sponsored by the Netflix Fund for Creative Equity, which has dedicated $100 million a year over five years to setting underrepresented communities up for success in the TV and film industries through programs all around the world.

     

    Said Amy Sawitta Lefevre, Head of External Affairs, APAC, Netflix: “We’re excited to launch ‘Take Ten’ in India – a short film workshop and competition that will open up the chance for aspiring filmmakers from anywhere in India to tell their stories. Supported by Netflix’s Fund for Creative Equity, ‘Take Ten’ shows that great stories can come from anywhere and it creates new opportunities for filmmakers to receive training from some of the best in the industry.”

     

    Added film critic, author and Film Companion editor, Anupama Chopra, who is leading the programme: “Take Ten is a celebration of storytelling and originality. The workshop and competition aim to be inclusive and showcase the diverse voices behind and in front of the camera in India,” “I hope Take Ten enables artists across India to find their footing and soar.”

     

  • Targets bargain conscious consumers

    DDB Mudra creates campaign for Meesho

    By Our Staff

     

    Meesho, the online shopping platform, has launched its latest campaign which highlights the consumer dilemma of ‘Loon Ya Na Loon?’ Featuring three TVCs that target three different consumer segments the campaign highlights Meesho’s value proposition of offering products at the lowest prices.

     

    Conceptualised by DDB Mudra, the campaign is based on the insight that consumers often debate “Loon ya na Loon?” before making any purchase. The TVCs showcase the protagonist’s journey from contemplation to a no-compromise shopping experience on Meesho.

     

    Said Megha Agarwal, Head of Growth at Meesho: “When consumers want to purchase something they desire, the guilt or need to cut down on other expenses often crop up, making them prioritize one desire over another. The core objective of the campaign is centred around resolving the ‘Loon Ya Na Loon’ predicament. At Meesho, we are helping millions fulfill their desires by providing them a wide selection of quality products at the lowest prices.”

     

    Added Pallavi Chakravarti, Creative Head – West, DDB Mudra:  “To buy or not to buy – that is the question. Which bargain-hunting, value conscious Indian shopper has not hit the pause button and wondered about all the demands on her/his budget, before picking up something? It is this behavioral truth that we played on to land a simple message – Meesho offers prices so low, you’ll never have to choose between one thing or the other again. The result was a breezy yet insightful campaign which we believe will resonate with our target audiences around the country.”

     

  • To focus on community building across all digital platforms

    Agency09 wins digital mandate for Siyaram

    By Our Staff

     

    Siyaram Silk Mills has appointed Agency09 to revamp its digital presence, build the brands’ community, and bring greater awareness to the wealth of fabrics under Siyaram’s umbrella.

     

    N Gangadhar
    N Gangadhar

    Speaking on awarding the mandate, N Gangadhar, VP, Marketing, Siyaram Silk Mills said: “We picked Agency09 after a multi-agency pitch as they are a vibrant, young agency with good ideas and a clear desire and vision to take the Siyaram’s brand to greater heights. They showcased a clear and deep understanding of our brand through their strategic approach, and we are excited to see how this partnership evolves.”

     

    Added Gautam Anand, Head of Content at Agency09: “Siyaram’s is a brand that evokes a strong sense of legacy and quality. We’re excited to build their community on digital, and bring a newer generation on-board to delight in all their offerings across multiple sub-brands.”

     

  • Assigns digital mandate to Wirality Media

    Truecaller launches new campaign

    By Our Staff

     

    Truecaller launches new campaign to promote its smart SMS.

     

    Speaking on the launch of the campaign, Manan Shah, Director of Marketing, Truecaller India, said: “True to being an entity offering ways to communicate smartly and with a persistent focus on product innovation, Truecaller is making the ecosystem more robust, enabling the users to communicate in a smarter way with its features. Being in the communication business for more than a decade, Truecaller not only understands the value of time and right delivery of messages but also deeply understands the user requirements and designs solutions best suited to its users.”

     

    Commenting on the campaign, Saanand Warrier, CEO Wirality added: “It’s great to do a product campaign for Truecaller after creating a lot of brand-centric campaigns in the past year. We feel that the Smart SMS feature is a game changer in mobile SMS communications and we’re glad that Truecaller trusted us to deliver on this one.”

     

    “Truecaller’s new feature, Smart SMS, solves for something that we are all chasing nowadays – convenience,” said Basil Joseph, Director, to sum up the USP of the feature.

     

  • To drive the creative output and strategic direction for numerous brands

    Digitas India appoints Abraham Varughese as CCO

    By Our Staff

     

    Abraham Varughese
    Abraham Varughese

    Publicis Groupe agency Digitas India has announced the appointment of Abraham Varughese as Chief Creative Officer. Abraham will be based out of Mumbai and will work closely with Digitas India’s Leadership Team which includes Unny Radhakrishnan (CEO) and Sonia Khurana (COO) in driving the creative output and strategic direction for numerous brands at Digitas India.

     

    Sonia Khurana
    Sonia Khurana

    Welcoming him to the agency, Khurana said: “As CCO, Abraham will play a key role in setting and driving the future direction of our creative strategy. With his creative firepower, we look forward to unlocking more opportunities to connect with our client’s audiences in meaningful ways, combining creative thinking, tech, data and media. He is a modern communicator, a courageous leader and his lived-in experiences from around the globe adds great texture to our team.”

     

  • Billed as Asia’s "first" gaming masterclass for APAC marketers

    AdColony launches Game Academy

    By Our Staff

     

    AdColony, a digital media firm, has launched Game Academy, a free online skills masterclass and qualification focused on marketing solutions in gaming. Game Academy is an interactive learning platform that gives marketers knowledge around gaming advertising. The first season of Game Academy is now available to marketers from any level and company in Asia-Pacific.

     

    Commenting on the launch of Game Academy, AdColony’s Senior Vice President APAC, Tom Simpson, said: “Successful marketing has always been based on keeping as closely in step with consumers behaviours, but the explosion of gaming consumption means marketers are now racing to catch up with new habits, audiences, and channels. We are very excited to launch Game Academy to elevate how marketers think about gaming advertising and bring the industry as a whole one big step closer to consumers.”

     

  • In collaboration with Yuvaa, youth media organisation

    WhatsApp launches campaign for Safer Internet Day

    By Our Staff

     

     

    View this post on Instagram

     

    A post shared by Anmol Sachar (@anmolsachar)

    WhatsApp hjas announced the launch of a week-long #OnlineSafety campaign in partnership with Yuvaa. The campaign, #TakeCharge –started on ‘Safer Internet Day’ with a series of infotainment content on Yuvaa’s Instagram page with an aim to raise awareness about online safety, encouraging  people to understand the various safety tools and resources that can be used to stay in control online.

     

    Talking about the latest #TakeCharge user-safety campaign Abhijit Bose, Head of India, WhatsApp, said: “WhatsApp is an industry leader among private end-to-end encrypted messaging services in promoting online security. Besides continuously innovating on the product side to build safety features, WhatsApp also deploys dedicated teams of data scientists, analysts, security experts as well as AI & ML to keep users safe online 24x7x365. Additionally, it has been our continuous endeavor to raise awareness and education about user-safety. Our current Safer Internet week campaign is another such attempt to help users understand the importance of online safety and how they can #TakeCharge to navigate the internet safely.”

     

  • Will feature in the brand 'Chalo Saath Khele' campaign

    Shah Rukh Khan to promote A23 online gaming

    By Our Staff

     

    Head Digital Works, an online skill gaming company, has roped in Shah Rukh Khan as the Brand Ambassador for its online multi-gaming platform – A23 (www.a23.com). Khan will feature in A23’s ‘Chalo Saath Khele’ campaign which includes various games of skill such as rummy, fantasy sports, carom and pool, with more to come.

     

    Said Deepak Gullapalli, Founder & CEO, Head Digital Works:  “It is a privilege to have the nation’s biggest superstar to be associated with A23. We truly believe that Shah Rukh Khan represents what our platform stands for both in terms of our brand and our players ― self-made champions who display a high degree of professionalism and skill in their game. As a global superstar, who has always connected well with all segments of the audience and society, we believe that Shah Rukh will help elevate our brand and win the hearts of millions of Indians who relate to using their skills to win. The Chalo Saath Khele campaign brings to life the narrative of various types of gamers on A23 through the magic of Shah Rukh Khan that promises to enthral fans of King Khan and make A23 a house-hold name in India.”

     

  • Launches digital campaign for its online multiplayer battle royale game

    Krafton unveils Battlegrounds Mobile India esports 2022

    By Our Staff

     

    Supari Studios, the content studio vertical of new-media network Kulfi Collective, has collaborated with South Korean video game developer, Krafton, for a digital campaign for its online multiplayer battle royale game, Battlegrounds Mobile India (BGMI). This collaboration saw Supari Studios conceptualize and create two TV ads revolving around BGMI.

     

    Said Parikshit Vivekanand – Creative Director – Supari Studios: “Through the two films, we aimed to show that there exists a gamer within everyone, and BGMI is the perfect destination to discover that calling. While the first film attempts to desensitize the stereotypes existing in the gaming community, the second one explores the duality in the lives of gamers when they unleash their true self in BGMI versus their behaviour in a formal setting.”

     

    Commenting on the collaboration, Advait Gupt – Co-founder & CEO – Kulfi Collective said: “We’re thrilled to have collaborated with Krafton Inc for this campaign. The gaming ecosystem is growing exponentially in India, and BGMI and its awesome community of mobile gamers lie at the center of this growth. BGMI as a game is shaping culture as we know it, and through this campaign, we were keen  to craft a distinct voice for the brand by celebrating the passion and uniqueness of its community. We’re just scratching the surface with the gaming universe and are excited to tell many more stories in this space in the coming months.”