MxMIndia

Category: Digital

  • Introduces curated subscription packs, providing access to 12+ OTT platforms

    OTTplay woos audience in new campaign

    By Our Staff

     

    OTTplay, an OTT recommendation and content discovery platform, has announced the launch of its ‘Maze Karo Multiply’ campaign. The video ad focuses on the blockbuster content library, which includes availability of 20,000+ shows and movies on OTTplay platform, coining the ‘Har Din Kucch Naya Dekho’ catchphrase.

     

    Talking about the #MazeKaroMultiply campaign, Avinash Mudaliar, Co-Founder and CEO, OTTplay said: “We are delighted to announce the launch of our inaugural ad campaign, as we introduce the brand’s ‘Maze Karo Multiply’ positioning to OTT audiences across India in a quirky way. As category-creators, we strive to provide an exceptionally personalised viewing experience to our subscribers, by enabling audiences to consume relevant content from across genres, languages and platforms. Further, our extensive content library provides subscribers with world-class movies, web series and shows to consume basis their distinctive moods.”

     

  • To oversee overall business operations in India

    Sajith Sivanandan joins Disney+ Hotstar as EVP

    By Our Staff

     

    Disney International Content and Operations Group has announced the appointment of Sajith Sivanandan as Executive Vice President and Head of Disney+ Hotstar. Sivanandan, who joins Disney+ Hotstar from Google, will take up his new role in October with a dual reporting line to Rebecca Campbell, Chairman of Disney’s International Content and Operations Group and K Madhavan, President, Disney Star.

     

    Sivanandan will oversee Disney+ Hotstar’s overall business operations in India with direct responsibility for defining the streaming service’s strategic business priorities and charting a product roadmap for Disney+ Hotstar’s sustained and exponential growth in the years ahead.  He will also work closely with local leadership in international markets as well as with the Disney+ team in the US to drive Disney+ Hotstar’s continuous growth which, with its unrivalled scale, innovation and breadth of content, has become the leading streaming service in India.

     

    Said Campbell, Chairman, International Content & Operations, The Walt Disney Company: “I am delighted to have Sajith join our executive team and lead the innovative team at Disney+ Hotstar. His deep experience in the region, combined with his strong leadership and business management skills will greatly benefit Disney+ Hotstar as the platform embarks on its next phase of growth.”

     

  • TSBI has been appointed digital strategic partner for the pharma firm

    Small Big Idea bags Sandu Pharma mandate

    By Our Staff

     

    The Small Big Idea, the digital and social media marketing agency, has been appointed as the digital strategic partner for Sandu Pharmaceuticals.

     

    Speaking about the win, Manish Solanki, COO and Co-Founder, The Small Big Idea: “Ayurveda has always been a part of the Indian way of life and we are happy to be part of the digital journey of Sandu’s 123-year-old legacy. With the evolution of the healthcare and wellness sector, it is a great opportunity for us to bring to light Sandu Pharmaceuticals and the rich herbal products it offers. As part of the mandate, our task at hand is to create compelling Digital first stories on Social to help prospects understand and sample our products at the same time build a robust marketplace and e-commerce platform that engages and converts those prospects into loyal customers. Through this association, our endeavour would be to deliver result-oriented strategies across multiple platforms.”

     

    Added Shashank Sandu, Director, Sandu Pharmaceuticals: “We are extremely happy and excited to associate with a reputed agency like The Small Big Idea for our 360-degree brand communication and are confident that this association will help us build our brand presence digitally and strengthen it offline as well. The Small Big Idea’s data-driven insights and content-driven approach make them the perfect partner to manage our mandate. We are excited to have them on board and look forward to a fulfilling digital journey to deepen the engagement with our customers.”

     

    Ed: The Small Big Idea writes its name as The TheSmallBigIdea, with no space between Small, Big and Idea

     

  • Features Boman Irani

    Max Life Insurance partners with Disney+ Hotstar for campaign

    By Our Staff

     

    Max Life Insurance Company Ltd. has announced the launch of its digital ad film on Max Life’s term plan for homemakers, in an exclusive association with Disney+ Hotstar’s Connected Television (CTV) offering. To drive regional language consumption, the digital ad film is also being released in six languages i.e. Tamil, Kannada, Bengali, Marathi, Telugu and Malayalam.

     

    The digital film is conceptualised by Tribha, produced by Kailash Picture Company and directed by Sonal Dabral and features actor Boman Irani.

     

    Commenting on the launch of the campaign, Rahul Talwar, Chief Marketing Officer, Max Life Insurance said: “Max Life firmly believes in encouraging consumers to embrace their ‘real value’, and homemakers form an important segment whose contribution to society is priceless. We are excited to launch our campaign with Disney+ Hotstar, the leading OTT service in the country. This association opens up avenues to reach a wider, gender balanced audience; helping us promote the positive and reaffirming message conveyed in the film. Currently, homemakers in India are allowed term cover only as an add-on to their earning spouse’s cover. This term plan offering will help secure female homemakers’ lives independent of their spouse’s income proof. This association is a step towards empowering Indian women and enabling greater financial inclusion by protecting them in challenging times.”

     

  • Aims to democratize poker

    Adda52.com targets youth in new campaign

    By Our Staff

     

    Adda52.com, the online poker destination run by Deltatech Gaming Ltd, has announced its new brand campaign #KhelJaao. The campaign is aimed at making take the game of Poker a part of the “dominant youth culture in India”.

     

    Speaking on the campaign, Shivanandan Pare, CEO, Deltatech Gaming Ltd. said: “With this campaign, we want to encourage every Indian to play Poker, the most recognized global ‘game of skill’, as we believe every Indian has within them what it takes to be a poker player. Just like any field of sports where Indians are establishing themselves, it’s time we master poker and make a mark on the international stage. The #KhelJaao campaign is our effort towards communicating the requisites to be a poker player and narrating them through common situations we experience everyday. #KhelJaao is our way of telling every Indian that we naturally have in us what it takes to be a poker player.”

     

  • To power a new era of modern marketing

    GroupM India inks strategic partnership with ShareChat

    By Our Staff

     

    GroupM India and ShareChat have announced a partnership to power a “new era of modern marketing”.

     

    Said Prasanth Kumar, GroupM South Asia CEO: “At GroupM, we have embraced the digital disruption and have instilled digital as one of the major cornerstones to drive change. The challenges thrown by digital transformation have immensely contributed to our learning and introduced us to newer consumer habits, in turn enabling us to add value to our clients by offering tailored marketing solutions. We see our partnership with ShareChat going a long way in benefitting our clients as it effectively connects with a large population of the country.”

     

    Added former GroupM India and global honcho Ajit Varghese, Chief Commercial Officer, ShareChat and Moj: “Today, the consumer ecosystem is constantly evolving, however, majority of the marketing spends continues to be parked for tried and tested platforms. It’s time for the marketing and advertising fraternity to realize the urgent need to adapt to this rapid change. We are glad to have partnered with GroupM in offering ShareChat’s expertise to enable brands to reach the Bharat and Gen Z consumers effectively and at scale.”

     

  • To generate awareness to increase app downloads

    Chalo Bus tracking app appoints DViO Digital as AoR

    By Our Staff

     

    DViO Digital, a creative-tech and digital-first marketing agency, has been appointed as the digital creative Agency of Record (AoR) for Chalo, a public transport technology company, based in Mumbai. The mandate puts DViO in charge of the brand’s digital and social media management. The primary focus of the campaigns across all platforms will be to generate awareness among bus users and bus operators alike and increase app downloads.

     

    Said Sowmya Iyer, Founder & CEO, DViO Digital: “At DViO Digital, we lead brands through digital transformation and assist businesses in their growth journeys. A lot goes behind establishing a brand online and creating active conversations. With our unique creative strategy, media campaigns and content creation at play, we are sure to establish Chalo as a tech-forward, customer-focused brand in the market.”

     

    Added Dhruv Chopra, CMO, Chalo: “We are delighted to onboard DViO Digital as our digital partner. Chalo is in the phase where the company is rapidly growing its footprint in the country. In DViO we saw the right team with a fantastic blend of speed and execution and strategic understanding that can help us reach our ambitious goals. We are glad to partner with them and look forward to an exciting journey together.”

     

  • Notes an Axis My India Sep CSI Survey, adding an average nine apps are used by a smartphone user

    ‘61% watch online video content like YouTube/OTT on their mobile/home TV’

     

     

     

    By Our Staff

     

    Axis My India, the consumer data intelligence company, has released its latest findings of the India Consumer Sentiment Index (CSI), a monthly analysis of consumer perception on a wide range of issues. The September 2022 report highlights that 20% are planning to shop more this festive season. On media consumption 61% mentioned that they watch online video content either on their mobiles or connected TV. 32% mentioned that they notice advertising on TV, followed by digital (26%). An interesting observation was on app usage, on an average there are 9 apps on the mobile phone of a smartphone user.

     

    The September net CSI score, calculated by percentage increase minus percentage decrease in sentiment, is at +10, from +9 last month reflecting an increase/decrease by 1 point

     

    The sentiment analysis delves into five relevant sub-indices – Overall household spending, spending on essential and non-essential items, spending on healthcare, media consumption habits & mobility trends.

     

    The survey was carried out via Computer-Aided Telephonic Interviews with a sample size of 10014 people across 32 states and UTs. 68% belonged to rural India, while 32% belonged to urban counterparts. In terms of regional spread, 23% belong to the Northern parts while 24% belong to the Eastern parts of India. Moreover 29% and 23% belonged to Western and Southern parts of India respectively. 59% of the respondents were male, while 41% were female. In terms of the two majority sample groups, 32% reflect the age group of 36YO to 50YO, while 31% reflect the age group of 26YO to 35YO.

     

    Commenting on the CSI report, Pradeep Gupta, Chairman & MD, Axis My India, said “After compromising past two festive seasons to the pandemic and its related constraints, this year consumers are expected to shop more during festivities. One can witness slight increase in expenses across essential and discretionary products already. Further improvement in mobility sentiments highlights the fact that more and more people are enjoying the stores and malls experience of discovering, shopping and gifting. This sentiment is also extended among the Indian farmers, wherein a significant percentage of 15% intends to buy a brand new tractor in the next one year. This is thus a crucial time for the Indian advertising business as spend are expected to bring a lot more returns than usual. As more and more people (61%) are watching online video content (YouTube/OTT) on their mobile/home TV and thereby noticing ads across TV, online and social media platforms, it is of utmost importance for the media industry to tap the right medium for addressing differentiated consumer needs.

     

    Key findings:

    • Overall household spending has increased for 61% of families which is the same as last month. The net score which was +52 last month has increased by +1 to +53 this month

    • Consumption of media remains the same as last month, which is 19%. The overall, net score, which is -1, this month, also remains the same

    • Mobility has increased for 7% of the families, reflecting an increase of 1% from last month.

    • Spends on essentials like personal care & household items has increased for 46% of the families which is an increase by 1% from last month. The net score which was at +26 this month has increased by +3 to +29

    • Spends on non-essential & discretionary products like AC, Car, and Refrigerator has increased for 7% of families which reflects an increase by 1% from last month. The net score which was at 0 last month has improved to +2 this month. This could reflect the spirit of festive season approaching.

    • Consumption of health-related items has increased for 37% of the families, which reflects a decrease by 1% from last month. The health score which has a negative connotation i.e., the lesser the spends on health items the better the sentiments, has a net score value of -23, as compared to -24 last month.

     

    On topics of current national interest:

    • In an attempt to understand consumer’s engagements with mobile apps, the survey discovered that on an average consumers have 9 apps on their smartphones. 16% use minimum of 4-8 apps, through their smartphone and 22% have more than 8 apps. A significant 24% mentioned that they use a feature phone

    • In order to understand in which medium advertisements get noticed more, the survey found out that a majority of 32% notice advertisements on TV, while 26% notice it through online mediums. It also discovered that only 17% notice ads on social media platforms, 15% on Print, 6% on Outdoors and 2% on Radio.

    • The survey further revealed that a majority of 61% watch online video content like YouTube/OTT on their mobile/home TV.

    • Digging deeper into the festive spirit, the survey shows that 20% plan to shop more this festive season compared to last year. However 32% plan to shop the same as last year

    • According to Axis My India Consumer Sentiment Index Survey, 48% of consumers shop/purchase more products during the festive season as compared to rest of the year

    • Exploring farmer’s sentiments towards new tractors, the survey found out that 10% are planning to purchase new tractors in the coming year, while 3% and 2% plan to but within 6 months and 3 months respectively. Also, a significant 86% of farmers don’t own a tractor, because of reasons like smaller land size, renting or affordability.

     

     

  • For premium Hollywood content

    MX Player inks partnership with Lionsgate

    By Our Staff

     

    Video on Demand platform MX Player has entered into a partnership with Lionsgate OTT service provider to bring premium Hollywood movies, including award-winning titles across genres.

     

    Through this association, MX Player consumers in India, Pakistan, Afghanistan, Nepal, Bangladesh, Bhutan, Sri Lanka and Maldives will now have access to 50+ Hollywood blockbuster films dubbed in Hindi, Tamil and Telugu in a year.

     

    Speaking on the association, Mansi Shrivastav, Senior Vice President – Content Acquisitions & Alliances, MX Player said: “At MX Player, we are invested in our consumers.  As the second largest entertainment ecosystem across the globe, we have continually and consistently brought diverse content to the platform across genres, formats and languages. Our partnership with Lionsgate allows us to bring some of the most popular and commercially acclaimed Hollywood films to our viewers in their local languages. This partnership also enables us to attract new users to the platform while consolidating our existing audience base. We are thrilled with this alliance and look forward to working closely with the team at Lionsgate to make more Hollywood content available for users in the region.”

     

    Speaking on the partnership, Gayathiri Guliani, VP, Licensing and Content Partnerships, Lionsgate added: “Lionsgate has been bullish for its compelling content slate, and we are delighted to partner with MX Player as this will multiply our consumption, reaching out to maximum viewer base. It’s all about genre-diversification, breaking language barriers and having the best stories to watch. This alliance is all set to grow with multiple Lionsgate titles made available on the platform, spoiling viewers for choice.”

     

  • The agency will handle marketing communications for the brand

    Grapes wins digital AOR mandate of Maharishi Ayurveda

    By Our Staff

     

    Maharishi Ayurveda has awarded its Digital AOR Mandate to Grapes, an integrated marketing agency. The agency won the mandate following a multi-agency pitch for the German market. The team from New Delhi will service the account.

     

    Speaking on the occasion, Rajat Wahi, Head of Global Marketing & Digital Business for Maharishi Ayurveda Pvt. Ltd, said: “Considering that we live in a digital age, it becomes even more essential to establish the right communication and present a comprehensive brand image. We chose Grapes to achieve this purpose as it has a niche in curating end-to-end marketing strategies which will give the desired media mileage to our brand. The collaboration will help us in widening our target audience base, in our existing and new markets we plan to foray into, and at the same time instil a strong recall value amongst the consumers for our brand.”

     

    Added Shradha Agarwal, CEO and Co-Founder, of Grapes: “We are really looking forward to our association with Maharishi Ayurveda. I believe working with them will bring a new set of experiences for us. We are determined to make Maharishi Ayurveda a go-to brand amongst the cohort who aspires to live a healthy and natural life. We are in perfect alignment with the aspiration of the brand which will help us in coming up with strategies and narration that will echo the excellence of the brand in their particular category. In this, our marketing expertise will play an instrumental role in creating awareness about the brand.”

     

  • Collaborates with local filmmakers and artists to create new content for the platform

    Aha OTT platform launches in Malaysia

    By Our Staff

     

    The video on-demand and Tamil over-the-top (OTT) streaming service, Aha, has launched in Malaysia with a content offering for the local Tamil diaspora. Actor Simbu and musician Anirudh Ravichandran are the brand ambassadors for Aha.

     

    Commenting on Malaysia launch Ajit K Thakur, CEO, Aha, said: “At Aha, we are proud of our unique proposition of providing 100% local entertainment to the audience and we are delighted to bring 100% local entertainment now to Malaysia.  With the launch of aha in Malaysia, we will not only offer the best of Tamil movies and originals to the audience but also source and create content with local film-makers and artists”

     

  • Brings AI-based recommendation feature for 18+ genres on 12 OTT platforms

    OTTplay rolls out TVC for AI-powered content navigation

    By Our Staff

     

    OTTplay, the TV shows and movies recommendation platform, has announced the launch of personalised AI-based feature that recommends content from a library of over 65,000+ web-series, movies and shows, 18+ genres and across many languages. The platform has tapped into the latest AI-powered technology and developed the feature in-house to equip audiences with smart recommendations.  The platform aspires to democratize content offered across OTT platforms by handing thus empowering the users to discover content they are most likely to enjoy.

     

    Commenting on the latest AI-based feature, Avinash Mudaliar, Co-Founder and CEO – OTTplay said: “As category creators, OTTplay’s latest AI-powered technology has revolutionised content navigation in India’s OTT ecosystem. We are razor focused on providing audiences with the convenience to discover and consume content from across OTT platforms. Our recommendation engine analyses user activity on the platform that aims to showcase curated content based on user preferences making the content consumption experience seamless.”