MxMIndia

Category: Digital

  • Hungama's musical CSR activity aims to hit the right notes

    Hungama partners with Kyoorius Designyatra 2015 for charitable cause

    By A Correspondent

     

    Hungama partners with Kyoorius Designyatra 2015 to raise awareness for a social cause while adding a musical note to the 10th anniversary of KDY. Hungama and Kyoorius Designyatra 2015 will create one of the biggest live-request playlists to raise the funds via a Twitter activity. By tweeting #HungamaKDY2015 and the name of the song, it will be played at the event. While the activity will contribute INR 100 per song streamed at the event it will also allow participants to actively contribute in the process to raise donations.

     

    With an interesting theme like ‘What pumps your heart’ Kyoorius Designyatra’s 10th anniversary edition aims to engage participants and guests alike during the event with a live music request Twitter activity in association with Hungama. The activity will be a means to raise funds for ‘Laadli’, a campaign that highlights the falling sex ratio of the country and their endeavors to correct the issue by making available relevant data, audits of documents received from Sonography clinics among other activities; of which the end goal is to stabilize the sex ratio difference.

     

    Neeraj Roy

    Speaking on the occasion, Neeraj Roy, MD & CEO of Hungama Digital Media Entertainment said, “It gives us immense pleasure to partner with Kyoorius Deisgnyatra 2015 to help raise charity and awareness for the social cause campaign ‘Laadli’. The campaign that aims to control female feticide has helped shed much light on the topic. With this association we are proud to leverage our platforms for this noble cause.”

     

    Rajesh Kejriwal

    Rajesh Kejriwal, Founder CEO of Kyoorius said, “We are happy to have Hungama partnering with us at Kyoorius Designyatra 2015. Music is an essential part of the conference experience, it’s one of the things that gets delegates really ‘pumped’, so I’m sure Hungama’s Digital Jukebox will be a huge hit. And it’s for a great cause, which makes it all the more impactful.”

     

  • The campaign will primarily focus on CashKaro's product offering and benefits of using the platform

    Enormous to handle CashKaro creative

    By A Correspondent

     

    CashKaro has appointed Enormous as its creative agency on record, after a multi-agency pitch. CashKaro will be looking at strengthening its market leader position in the cashback & coupons space and is embarking on an aggressive marketing campaign to create awareness among the online shoppers and deal hunters. The campaign will primarily focus on CashKaro’s product offering and benefits of using the platform.

     

    Enormous will be working on a 360 degree advertising campaign which will focus key markets across the country.

     

    Swati Bhargava

    On the development Swati Bhargava, Co-Founder CashKaro.com said, “We are delighted to have Enormous as our creative agency. For a young and growing brand like ours, it is important to communicate with the target audience across touch points. In Enormous we have found the right partner, who has the requisite knowledge and experience in the space. They will help us reach our potential target base in the most creative manner.”

     

    Ashish Khazanchi

    Ashish Khazanchi, Managing Partner Enormous commented, “We’re proud to be appointed the agency for CashKaro.com. It’s a dynamic organization with not just an innovative product but vaulting ambition. Always a delight to partner with people who look at not just selling a product but bringing added value to people’s lives. They are also mature advertisers and we aim to scale up the game with them.”

     

    CashKaro offers real cashback which is paid over and above existing discounts and offers on partner sites like Amazon.in, Paytm, Snapdeal, Shopclues, Jabong etc. The savings offering has expanded to cover basics like giving Cashback on mobile recharge, paying electricity, phone, mobile bills, DTH recharge – something almost every individual needs!

     

  • He was most recently the Senior Director of Sales at Komli Media, leading up to Komli’s merger with SVG Media last month

    Akshay Mathur appointed Senior VP of Komli Media

    By A Correspondent

     

    SVG Media has announced the appointment of Akshay Mathur as Senior Vice President of Komli Media, effective immediately. In his new role in Komli Media, Akshay will lead business operations as well as Sales & Marketing functions and will be responsible for its P&L. He was most recently the Senior Director of Sales at Komli Media, leading up to Komli’s merger with SVG Media last month.

     

    Akshay joined Komli in 2011 and has a total of 13-years of experience in both digital and print sales. Before joining Komli, Akshay was a part of the revenue monetization team and focused on the telecom industry in Yahoo Inc. He has earlier worked with The Times of India, The People Group and The Jaypee Group in various sales and marketing roles. He had also founded an e-commerce and web solutions company, Orion Technologies in the year 2000.

     

    Welcoming Akshay to SVG’s leadership team, Manish Vij, Founder and CEO, SVG Media said, “Akshay’s rich experience, client relationships and his deep understanding of Komli’s business and the internal environment make him the natural choice for leading Komli’s next phase of growth under the SVG umbrella.  We also welcome other senior leadership of Komli Media by retaining the team and culture of the organization.

     

  • Mindshare topped the award tally with four golds and Agency of the Year in mobile; PepsiCo declared Marketer of the Year

    Mindshare, Pepsico win big at Smarties

     

    By A Correspondent

     

    The Mobile Marketing Association Forum (MMAF) Delhi 2015, came to a close with the announcement of the Smarties India 2015 awards. Gold, Silver, and Bronze award winners were announced in 15 categories ranging from Brand Awareness to Cross Media Integration. In addition to the category awards, the Smarties India 2015 also introduced the Blue industry awards that included Agency of the Year in Mobile, Marketer of the Year in Mobile, Publisher/Media of the Year in Mobile, Enabling Technology Company of the Year in Mobile and Best in show titles.

     

    Mindshare and PepsiCo were the big winners for the night. Mindshare led the race with 4 Golds winning the Agency of the Year in Mobile Award while PepsiCo was chosen as the Marketer of the Year in Mobile. The other winners for the night included Facebook as the Publisher/Media of the Year in Mobile, Paytm as the Enabling Technology Company of the Year in Mobile and the Best in Show award was shared by Red Fuse Communications for their campaign ‘Spreading a Million Smiles with a Mobile’ and Mindshare India for ‘Lays hid the Treasure Hunt inside Google Maps’.

     

    “I’d like to congratulate all the award winners. I think I speak not only for myself but also on behalf of the Jury when I say that we were really impressed with the entries this year. They were truly representative of the innovation that drives the mobile marketing industry and great work that’s happening across India. We hope to inspire marketers to further push the envelope in their own campaigns and look forward to more innovations and participation in the future.” said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific.

     

    Commenting on the wins Prasanth Kumar, CEO South Asia said, “I must admit, this year is turning into a great run for us.  I would firstly like to thank my team, our esteem clients and our partners who help us to do better. We are extremely happy to win the ‘Agency of the Year in Mobile’ award this year and have been able display wins across brands and also across categories. We will continue to do exemplary work for our clients in adaptive marketing strategies and solutions with best in class service standards.”

     

    The 2015 Smarties India Blue Industry Awards Winners:

     

    The 2015 Smarties India Awards Winners:

     

     

  • JITB's mandate includes buying digital media space for the experiential travel company

    Jack in the Box Worldwide bags digital account of TUI India

    By A Correspondent

     

    Leading leisure travel company, TUI India has awarded its digital communications duties to Jack in the Box Worldwide.

     

    National Business Head and Executive Vice President of Jack in the Box Worldwide, Abhishek Razdan said, “​TUI plans to intensify its India reach manifold in the months to come, for which detailed ground-work has already commenced. Travelers of today are curious globalists who seek experiences online, so our strategy will tilt heavily towards digital platforms. We will help TUI establish connect with the audience through our quality content approach, transforming the brand into a publisher. In fact, we’re already on track towards the first digital video campaign in October for their upcoming content platform.”

     

    Jack in the Box will also undertake media buying in the digital space as part of the mandate.

     

    Chief Operating Officer of TUI India, Vishal Sinha said, “The travel industry relies heavily on word-of-mouth and recommendations and we believe our digital platforms will be the key to deliver this. Customers are moving to the digital channels to research, get inspired, share their excitement pre-travel and finally post their experience on return. TUI India’s key focus in 2015-16 is to increase its distribution channels and make quality travel more accessible – having a robust digital presence is the key pillar for TUI to become India’s leading travel company. With Jack in the box Worldwide, we are confident of creating an active community of travelers or ‘TUIrists’ who will help other travelers seek and share travel ideas.”

     

     

  • Digital media accounted for 50% of deal volume in India in 2014, as per EY's M&E Capital Confidence Barometer

    Digital shining on Deal Street: EY

     

    India has seen a substantial increase in Media and Entertainment (M&E) deal activity in the last year, with digital media becoming the fastest growing segment contributing to 50% of deal volume, according to EY’s 12th M&E Capital Confidence Barometer.

     

    According to EY (eka Ernst & Young), the Indian telecom ecosystem will present a further boost for digital adoption in the country. For instance, India is set to exceed 200 million smartphone users by 2016, toppling the US as the world’s second largest smartphone market. The impending launch of 4G services is also expected to create a surge in broadband adoption.

     

    More importantly, India is far more receptive to foreign M&E content and investment than other Asian countries. Additionally, India also has the largest box office attendance, 160 million pay-TV households and publishes 94,000 newspapers, making it of particular interest for companies looking to invest in the country.

     

    Looking ahead, market consolidation, portfolio diversification, market entry and digitisation are expected to drive deal activity in India as M&E companies seek to gain presence across the value chain.

     

    The survey conducted by EY of more than 1,600 senior executives, of which 70 respondents were from M&E companies, in more than 60 countries conducted by EY for the 12th Global Capital Confidence Barometer shows that confidence in the global economy among the world’s leading media and entertainment (M&E) companies is at its highest point since the global financial crisis. This wave of confidence is fueling their deal pipelines and creating an expected record number of mergers and acquisitions.

     

    Other global key findings include:

    > Executives remain confident in key economic indicators and the performance of their businesses. Eighty-two percent are confident in corporate earnings; 76%, credit availability; 76%, short-term market stability; and 44%, equity valuations and stock market outlook.

     

    > The greatest economic risks to media and entertainment businesses are political instability, 39%; volatility in commodities and currencies, 27%; slowing growth in key emerging markets, 13%; economic situation in the Eurozone, 11%; regulatory environment, 9%; and deflation, 1%.

     

    > Despite the high level of confidence in the global economy, cost cutting ranked highest (34%) when executives were asked to list areas of focus in their boardroom, followed by acquisitions, 25%; changing commodity prices, 22%; returning cash to shareholders, 13%; and strategic divestment, 6%.

     

    > The top markets in which companies will be most likely to invest are China, the United Kingdom, the Netherlands, Australia and the United States.

     

    EY’s Global Capital Confidence Barometer is a biannual survey of more than 1,600 senior executives from large companies around the world and across industry sectors.

     

  • For the first time, viewers will be able to vote for their favorite reality TV contestant through Google Search

    Zee TV introduces voting through Google

    By A Correspondent

     

    Through its strong presence across social media, smartphone apps and innovations in the voting mechanism of its reality shows, Zee TV continues to be at the helm of digital innovation in the Hindi GEC space. This year, Zee is set to introduce yet another exciting voting mechanism as DID Season 5 enters its voting phase. For the first time, viewers will be able to vote for their favorite reality TV contestant through Google search.

     

    With the idea to make voting easy, technology-friendly and progressive, the channel has introduced a search-based mechanism that will only simplify the voting process of Dance India Dance Season 5. All one needs to do is go onto Google and just search for DID5 and just vote for a favourite contestant on the voting panel right below the search bar. Each Google account is permitted 20 votes per week to either one or many contestants. Starting Saturday 19th September, the mechanism will be active from 9pm on Saturday till Tuesday 8am every week.

     

    Sorbojeet Chatterjee, Marketing Head ZEE TV said, ‘With rapid penetration of smartphones and the growing digital audience, we are always trying to raise the bar in terms of engagement and DID Dream Team and Google Voting is testimony of Zee TV being ahead of the curve! With each successive season of DID the objective has been to simplify the voting process for our consumers. The innovation on a global platform like Google will not only encourage wider participation but also give them an enhanced brand experience. We are pleased to associate with the extremely committed team of Google for the cutting-edge thought and a quick turnaround for the same.”

     

    James Rothwell, Head of Social Marketing, Google Asia Pacific said, “We’ve partnered with ZEE TV  to launch Google Search Voting platform in India through the show Dance India Dance and you can vote for free, for your favorite contestants on Google from your phone, tablet, or desktop.”

     

     

  • Currently Content engine is open to all brands across platforms and delivers content across mediums

    Glitch unveils unique Content Engine platform

     

     

    With digital media evolving every day and newer platforms coming into the limelight, it has become important to craft content specifically for these platforms keeping their formats and user behaviour in mind. Content Engine is an initiative by Glitch to create micro-content specific to the platform it lives on basis of user behaviour and usage nuances. With a Snapchat supporting Vertical video, Facebook has allowed gifs to come in and Instagram with its 15 sec canvas, thereby changing the way users consume content across these platforms.

     

    Explaining more about the initiative, Varun Duggirala, Co-Founder of the Glitch, says, “It’s a combination of a team of experts in the field of video, design and platform strategy who understand the eco- system and the user behaviour of each of the platforms and develop content specific to them to deliver high organic engagement.”

     

    Adding more about Content Engine, Rohit Raj, Co-Founder of the Glitch, says, “Content engine rolled out early this year on a trial basis for a few brands to test things out and the results showed phenomenal increase in engagement across platforms like Facebook, Twitter, Instagram and WhatsApp. 15 sec Instagram posts for Lakmé during Lakmé Fashion Week (Winter/Festive) 2015 delivered more than 17 per cent engagement. Perfetti and Facebook tied up for an experiment with animated posts earlier this year and the results showed a drastic spike in organic engagement across the platform.”

     

    Currently Content engine is open to all brands across platforms and delivers content across mediums including animated gifs, short videos, cinemagraphs as well as designed product shoots for images.

     

  • What India's Etailers can Learn from Previous Disasters

    Will it B #Sale ya #Fail for Etailers?

     

    By Ravi Balakrishnan

     

    How brands and big box retailers prepare for festive seasons or sales is, by now, an oft-told tale: extra staff come on board for just a few days, months are spent negotiating exclusive deals, there’s a ‘no-holidays-during-the-holidays’ rule for regular store hands and the shifts stretch from 6 AM to midnight.

     

    But what of India’s leading ecommerce players? Apart from throwing in discounts every day, many of them are remarkably susceptible to isolating one day (or three) a year when they hope the largest chunk of money spent online by Indians will be on their sites or apps.

     

    Flipkart’s founders were preparing for a bigger, better ‘big billion day’ as far back as January this year. It wouldn’t surprise us if in the last three months of 2015, there’s a grand orgy of conspicuous consumption, complete with “never before” deals on the apps and sites of Amazon, Flipkart and Snapdeal.

     

    Online sales have existed for a while: Citibank’s OMG Sale and the Google Online Shopping Festival, for instance. But the one that’s most recalled for reasons good and bad is Flipkart’s Big Billion Day sale last year. It was online Darwinism at its finest. Those with fast net connections, twitchy fingers and instincts honed by last minute bids on Ebay fared well. The ones who were disappointed — and it felt like there were at least a billion — fumed and fretted online till the Flipkart’s Bansals felt compelled to apologise. So, what are etailers to do as they prepare to serve another big billion?

     

    Be Ready For Literally A Billion Transactions

    Etailers cannot make grandiose claims of serving a billion and then not have the computing power to deal with even half that number. Whether online or offline, infrastructural readiness counts for a lot. Overseas, the main motivation for such sales is offloading stock.

     

    In India, it’s to get a larger number of people shopping online. Their first experience needs to be memorable. Error messages and products disappearing from shopping carts don’t make for great memories. Rajdeep Endow, MD, Sapient, observes, “No amount of advertising can bridge the gap in how long a product is available for. It’s better to have a live clock ticking, counting down the duration of the deal rather than people finding inventory is over.”

     

    Throw mobile-based apps into the mix and things get a lot more complex. On the one hand, there’s a walled garden of data to be mined. Observes Kumar Subramaniam, co-founder, Zero:Zero: “We know if the app’s been used to search for shoes, if the purchase was made, if there was an exchange, etc. The ecosystem is rich and etailers are just scratching the surface.” Which brings us to its biggest problem: complex user interfaces with lots of scope for unintended button mashing.

     

    Subramaniam admits, “Shoddy UX is a big issue that is unaddressed. I guess it’s more painstaking than splurging crores on an ad campaign.” While still on apps, Harshil Karia, MD, Schbang, believes there’s a case to be made for them using data optimally and “compression and resizing of images is a must.”

     

    Make Shopping Social

    Even online shopping is not a lonesome experience in India. There are phone calls made, links shared, and parallel teams of friends, family and colleagues tracking prices on other sites.

     

    Ajay Kelkar, co-founder and COO of Hansa Cequity suggests, “I don’t know how many of these sites rely on augmented reality or apps that allow you to share information or deals with friends and family.” He suggests using augmented reality to create a social sharing experience. For instance, trying out a muffler or scarf and buying it off the app instead of going to the store. He believes, “If tech platforms move from managing high volumes of transaction to better experience that would be a game changer.”

     

    Rely on Big Data. But Not Just On Big Data

    According to Karthik Nagarajan, national director – content and social media, GroupM, “Data influences almost 40% of orders received by the larger players.” While the most obvious use is recommendations, Endow says it’s globally harnessed to project demand and make sure etailers have the infrastructure to meet it, or to create or optimise real time campaigns. Throw in external data and it allows for a more compelling sales pitch. Kelkar observes, “For Ajay a Maharashtrian in Kolkata, Ganesh Chaturthi maybe more important than Durga Puja. It is a more personalised expression of an offer.”

     

    Have a Good Explanation Ready For The Backlash

    The apology from Flipkart last year was heartfelt but it’s unlikely to have the same impact if used again. There’s always going to be backlash and etailers need to work out what they are going to say well in advance. Consider the number of attackers: Disgruntled customers frustrated by a slower than the norm delivery. Vigilant shoppers tracking whether an etailer inflates prices before discounts. Online smartasses who live for the chance to poke fun at etailers and their dodgy selections – run a search for Hilarious Reactions to the Amazon Prime Sale, if you don’t believe us. Also the parameters of success or failure need to be defined. If stock has sold out, it’s a success, in spite of what angry online critics may say

     

    Try To Do Things Differently

    At some point, etailers need to figure out if they are really building brands or just coming through as an undifferentiated mass of deal providers. Nagarajan admits, “I’m not sure how much unaided recall people have on one sale against the other since they all come at you via newspaper ads or TV commercials.” One way of making things memorable is by opting out of the big sale rat race. Kelkar suggests: “Like credit card companies give pre-approved offers what stops etailers from giving me preapproved sales rooms?” Given they are not as time bound as brick and mortar stores, it’s entirely possible to have a personalised sale for every customer, perhaps on their birthday. Kelkar says, “It allows people to experience the site in different ways at different times: to fragment the base, from all users coming at the same time for price-offs.” However this approach discounts a very critical aspect: Scoring a deal few others got, that many were in the running for. The bragging rights that accompany buying a Rs 40,000 camera for half the price are often a bigger draw for a consumer than a consummate love for photography.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

     

     

  • Will accelerate brand advertiser education and engagement in India

    Twitter hires Sonali Malaviya as Head of Business Marketing

    By A Correspondent

     

    Twitter has appointed Sonali Malaviya as Country Business Marketing Head for India as part of Twitter’s Global Business Marketing team (GBM). She will be based at the Twitter office in Delhi and report to Frederique Covington, International Marketing Director based in Singapore. Sonali will be responsible for marketing and messaging that helps businesses understand and embrace Twitter’s advertising solutions in India. She will set the vision for business marketing strategy, segmentation, and events. In her role, she will create and evolve the Twitter story to win the hearts and minds of advertisers and agencies, while resonating across the broader advertising spectrum.

     

    Frederique Covington, International Marketing Director, Twitter said, “India is one of our key growth markets for Twitter in Asia Pacific and we are committed to delivering more value to the local advertising community through real-time marketing solutions. We are excited to have Sonali join the Twitter flock and to further educate and engage with brand advertisers and agencies in India through her vast experience and expertise.”

     

    Sonali Malaviya, Country Marketing Head , Twitter India, said, “Twitter is the place for discovering what’s happening in your world right now, sharing your interests with others, and expressing your thoughts and opinions. As an individual, those are traits that I identify with and it’s truly amazing to have the opportunity to live my passion at Twitter. I’m thrilled to be joining a supercharged team and contribute my media agency experience to Twitter at this exciting time of digital transformation for brands in India.”

     

    With more than 15 years’ of experience in the marketing industry, Sonali previously worked at GroupM, leading a portfolio of diverse market-shaping brands like Make in India, GlaxoSmithKline, Yum Restaurants among others. She led with platform-neutral business-oriented solutions and digital-first content, impacting business positively.  Prior to joining GroupM, Sonali worked at PHD in Dubai, and at Roy Morgan Research in Australia, providing syndicated and customized consumer and shopper insights to support brand growth.

     

  • Two TVCs urge buyers to not postpone their dreams as there is always a good bargain on OLX

    OLX unveils first ever buyer campaign

    By A Correspondent

     

    The reasons to buy used goods are innumerable. But what prompts a buyer to stop pondering, and actually click the buy button? OLX’s first-ever buyer-focused campaign depicts OLX-ers buying all kinds of used products at affordable prices, enabling them to fulfill their most cherished dreams. OLX has released two television ads ‘Start-up nahi, Start Ab’ and ‘Friends ke saath life set kar’ illustrating this.

     

    Said Amarjit Singh Batra, CEO, OLX India, “OLX is synonymous with selling in India. Even people who have not used OLX associate us with ‘Bech De’. But we are also the most vibrant and liquid platform in the country for buyers. We have 70 per cent unique content on OLX implying that 70 per cent of the products listed on our platform will be found only on OLX, and no other platform. In addition to this, 100 per cent of the ad content on OLX is user-generated, and 90 per cent of the users coming to OLX are posting in consumer-to-consumer (C2C) categories, ensuring superior quality of listings. These reasons make OLX the most valuable marketplace for a buyer.”

     

    “There are millions of satisfied buyers on OLX who are using OLX to fulfill their unique buying needs. Users are coming on OLX everyday to buy all kinds of things that are making their dreams and aspirations possible. That is the inspiration behind this campaign,” Batra added.

     

    Conceived by Lowe Lintas, the first TVC (Start-Up) depicts the story of two young entrepreneurs who while sitting in a college canteen are busy calculating their business investments. While one of them is listing out the requirements, the other is using a calculator to come up with the total amount. When he lands on an initial investment amount, his heart sinks on the thought of waiting for a year to gather funds. This is when the other partner urges him to stop worrying and logs on to the OLX mobile App to buy used goods. Both of them happily agree and buy goods that they require to start their business. A humorous touch in the last scene depicts them professionally dressed in their new office when another idea strikes! And this time instead of the calculator the guy picks up his smartphone to log on to the OLX mobile app.

     

    The second TVC opens with a ‘just married’ couple who enters their new but unfurnished home to be surprised by their common group of friends, who are trying to help the couple set up their home. They ask the couple that where will they sit or how the couple will entertain them when they visit them! This adds to the humor making the couple feel less burdened by the sweet gesture of their friends. The TVC plays on the emotional attachment between friends who look out for each other when families do not support. Since this is the first marriage in the group and the respective families have not supported it, the friends are trying to cheer up the couple by buying furniture for their house on OLX mobile App.

     

    Shayondeep Pal, Executive Creative Director, Lowe Lintas said, “So far, OLX has focused on getting people to sell on the site. While we go about that objective, there is also the other end of the spectrum – the buyers, whom we address for the first time through this campaign. The fact is that today’s generation is very smart and practical when it comes to making life choices. Whether it is going ahead with an unconventional wedding or starting their own business, we used this ‘practicality’ aspect to blend in the brand message of how buying on OLX enables the youth to kick start their pursuits. The signoff line ‘Kal kare so aaj kare, OLX pe khareed kar’ captures this spirit of the youth.”

     

  • Conceptualized and created by full-service digital agency BC Web Wise, the video goes on to reveal that the high-end ASUS Zenfones will now be made in India

    Asus celebrates ‘Make in India’ feat on Facebook page

    By A Correspondent

     

    ASUS India recently unveiled a video titled ‘Incredible Made in India’ on its Facebook page that takes a look at the historic feats that have distinguished the nation in the global arena.

     

    Conceptualized and created by full-service digital agency BC Web Wise, the video goes on to reveal that the high-end ASUS Zenfones will now be made in India.

     

    ASUS India shared the video with press and on social media on Friday, 02nd October as it announced its local manufacturing plans, starting with the Zenfone 2 Laser, at a facility based in Sricity, Andhra Pradesh. Inspired by the brand’s tagline ‘In Search of Incredible,’ the core idea behind the video was to sensitize audiences and instill a sense of pride in all things ‘Incredible Made in India’.

     

    The sand art video showcases several historic exploits and inventions by Indian individuals and institutions right from the invention of zero, or building the world’s largest railway network, to the most economical Mars mission, and even Sachin’s 100 centuries in ODI cricket. It closes by adjoining ASUS India’s announcement to manufacture the Zenfone range in India.

     

    The use of sand art was done to creatively emphasize the ‘incredible’ nature of India’s accomplishments through history while projecting its readiness as a manufacturing hub.

     

    The video has already garnered more than 176,000 likes on ASUS India’s Facebook page.