MxMIndia

Category: NEWS

  • To manage their communication strategy & media relations

    LS Digital onboards Kaizzen as their PR and Communications Partner

    LS Digital, a digital marketing transformation (DMT) company, has awarded their PR and communications mandate to Kaizzen, the integrated communications agency.

    Kaizzen’s mandate encompasses managing LS Digital’s communication strategy, media relations, and corporate reputation. Through strategic initiatives and targeted campaigns, Kaizzen will leverage its expertise to further strengthen LS Digital’s presence in key markets and support the company’s ambitious growth plans.

    Speaking on the partnership, Anshuman Misra, SVP Strategic Partnerships, Marketing & PR said: “LS Digital is a visionary company working with a single purpose of putting Digital Marketing Transformation at the core of businesses.  As India takes the centre stage in developing and delivering tech-enabled, innovative services to the world, LS Digital is geared-up in spirit and strength to lead this conversation, we are happy to welcome Kaizzen on board as our PR partner. We are confident that this collaboration will further strengthen our position as a pioneering force in business transformation.” On this collaboration, Anshuman further said, “In this new era of digital innovation and transformation, joining forces with young and dynamic team of Kaizzen, will help us in our journey of redefining industry standards, inspire change and shape the future by transforming businesses digitally.”

    Nikhil Pavithran, Group President of Kaizzen, added: “This partnership with LS Digital marks a pivotal moment for Kaizzen, symbolizing our commitment to driving digital innovation and transformation. LS Digital’s forward-thinking approach, coupled with their integration of digital-first programmatic services to transform the way brands interact with their audience in the tech age, resonates deeply with our vision. We firmly believe in the immense potential of this collaboration, especially in alignment with the Honourable Prime Minister’s Digital India initiative, which sets the stage for substantial market growth. This partnership signifies a synergy of expertise and gives us a great opportunity to leverage our combined strengths to drive meaningful impact and foster impactful dialogues.”

  • Spending with 27%, followed by FMCG

    E-com leads in Influencer Marketing, according to Kofluence Report

    Kofluence, Social Media Influencer Marketing-Tech platform, announces the release of its annual report, Decoding Influence: The 2024 Influencer Marketing Report. From tracing the genesis of influencer marketing to delving into the psychology underpinning consumer behaviour, and from analyzing the total market size to examining compelling case studies, the report comprehensively illuminates key trends, challenges, and opportunities within the Creator Economy. By offering strategic recommendations and actionable data-backed insights, readers can be equipped with the necessary tools to effectively navigate and capitalize on the opportunities presented by this evolving industry.

    Ritesh Ujjwal, Co-founder of Kofluence, emphasized the report’s significance, said: “In today’s digital age, customer acquisition costs are constantly spiralling and, combined with customer retention D30 retention rates at 5%, Brands are facing formidable challenges across customers lifecycle. They are responding strategically by leveraging trust through influencer collaborations, a marked departure from traditional approach, particularly in an online environment where ad-fatigued consumers allocate a substantial portion of their time. Our report meticulously examines platform dynamics and the evolving preferences of creators and brands, offering readers a centralized resource containing exclusive insights and proven strategies sourced from top brands and industry experts.”

    In recent years, the influencer marketing industry has matured significantly, emerging as a global billion-dollar market. The transition from traditional celebrity endorsements on platforms such as television, radio, and newspapers has evolved towards social media creators, emphasizing a strategic focus on the “5 Ws” – addressing who, what, when, where, and why the specific target audience comprises. According to the report, India’s Creator Economy is thriving, with 2.5 – 3.5 million creators predominantly engaging on platforms such as Instagram and YouTube. Notably, between 110-170K creators on YouTube are actively monetizing their content, solidifying YouTube’s position as the leading platform for creator monetization in India.

    Sreeram Reddy Vanga, CEO & Co-Founder of Kofluence, shared his perspective, adding: “At Kofluence, we hold steadfast in our belief in the influence wielded by content creators as they shape the very fabric of online engagement. The growing emphasis on creator monetization over the last few years underscores that sentiment. I envision a future where standardized metrics and regulatory guidelines will bolster transparency and efficiency, with data-driven platforms at the helm. In this 2024 edition of the Influencer Marketing Report, we draw upon the insights of over 1000 content creators, brands, and industry professionals, encapsulating the prevailing sentiments within the current Indian influencer marketing industry.”

  • To boost the brand’s digital footprint with cutting-edge AI strategies

    Pink Lemonade forges partnership with Polar Bear ice Creams

    Pink Lemonade, a Bangalore-based brand and marketing agency, gets Polar Bear Ice Creams as their clientele.

    Tina Garg, CEO of Pink Lemonade, said: “Joining forces with Polar Bear Ice Creams is a significant achievement for us. It’s a testament to our team’s ability to innovate and push the boundaries of what’s possible in digital marketing. We’re excited to bring our AI expertise in strategic storytelling and creative content creation to the table, enhancing Polar Bear’s footprint in the digital space.”

    Reflecting on the collaboration, Prashant Prakash, Vice President – Sales & Operations of Polar Bear Ice Creams added: “Our goals were clear from the very beginning – to strengthen our digital presence on Instagram,  bring life to our feed with vibrant visuals, and engage our audience with creative, shareable content. We wanted to increase our followers, but more than that cultivate a community of loyal and engaged Polar Bear enthusiasts.”

  • Expands its horizon

    Saregama launches Padhanisa – an AI based Music learning App

    Saregama, a RP Sanjiv Goenka Group company, launches – Padhanisa, an AI based music learning app that aims to make Indian vocal learning simple, easy and accessible to everyone across the globe. Saregama, India’s oldest music label has expanded its horizon with Padhanisa, from delivering super-hit music for over a century to creating a platform that simplifies music learning.

    Padhanisa aims to be a personal singing teacher for those who enjoy singing but have never considered learning due to lack of access to the right resources or fear of judgement.

    The personalized approach of the app ensures that every individual receives tailored recommendations based on their vocal range, suggestions on warmups and workouts focussed on the key improvement areas. A comprehensive assessment of the performance is shared after every level so that learners can keep improving.

    Sharing his views on Padhanisa, Vikram Mehra, Managing Director – Saregama India Limited, “Padhanisa is an obvious extension from Saregama. The insight of the app comes from the fact that all Indians’ love to sing, be it any occasion or just to feel happy. We truly believe that there are no bad singers, but just untrained ones. So, here we are with an AI based app which trains you to sing in Sur. All you got to do is download the Padhanisa App and start your personalised music learning journey.”

  • The Grey Area of Social Betting among Friends

    The Grey Area of Social Betting among Friends

    Sanjeev KotnalaNavigating the legality surrounding gambling and betting in India is full of confusion and uncertainty for the average citizen. What is legal or illegal gambling is subject to the interpretation of authorities and law enforcement officials. While one might engage in online gaming platforms under the guise of skill-based games without repercussions, the same cannot be said for a friendly game of cards during a festive occasion like Diwali or a generic pooled bet among friends on the election results. Even betting among close friends can teeter on the edge of legality unless certain precautions are taken, further complicated by different interpretations and rules at central and state levels.

     

    The Idea of Betting on Lotus

    Recently, during a reunion in Jaipur, discussions naturally covered the upcoming 2024 elections and possible outcomes. Like any other group of elders, everyone had their own interpretation of the current geopolitical situation and, hence, polarised outcomes. These predictions were based on informed analysis, akin to a game of skill.

     

    The idea of a closed-group betting pool emerged to add excitement to the discussion. Participants would predict the number of seats the BJP would secure under the Lotus symbol and contribute a nominal amount, with one person designated as the BetMaster. The individual closest to the actual result would claim the pooled amount.

     

    Confidentiality and transparency were built into the process. The last date for predicting and betting was the eve of the first polling date. The predictions were only known to BetMaster and made public a day after the first polling date. The participant could change the prediction once before closing the entries.

     

    Despite the transparent and confidential nature of the arrangement, a crucial question loomed: Was it legal? Despite being a mere 10,000 collective possible wagers in a 60 billion industry ( estimate of 2010), we were too educated not to intellectualise the possible scenario.

     

    Risky Social Betting

    This inquiry into the subject over digital checks and a few discussions led to a sobering realisation. While the friendly betting endeavour seemed innocuous, it could potentially run afoul of gambling laws in India. One could be fined INR 200 or imprisoned for three months. The mere possibility of legal repercussions, including fines and imprisonment, cast a shadow over what was intended as harmless fun among friends.

     

    Betting is the act of putting at stake a wagering amount (a valuable or liquid cash) on the prediction of the occurrence or non-occurrence of an event.

     

    Gambling in India

    Gambling is strictly prohibited in India under the antiquated Public Gambling Act of 1867, a relic from the pre-Independence era.

     

    Despite its age, its enforcement varies significantly across states, leading to a patchwork of interpretations. While the Act overlooks online betting, several states have enacted specific laws against it.

     

    Interestingly, gaming platforms have successfully argued in courts that their activities constitute skill-based games.

     

    Now, consider predicting election outcomes. It does require intricate knowledge and analysis akin to strategic skill. Yet, despite the parallels with skill-based activities like exit polls, this entertaining pooled betting among friends could be illegal.

     

    Under the Public Gaming Act of 1867, anyone caught gambling with cards, dice, or counters faces potential imprisonment and fines as per Section 45 of the Indian Penal Code of 1860.

     

    Game of Skill v/s Chance

    The legislative definition of a game of skill is one in which the element of skill predominates over the element of chance, including when the skill relates to strategising the manner of placing wagers or bets, when the skill lies in team selection or selection of virtual stocks based on analyses, or when the skill relates to the manner in which the moves are made, whether through deployment of physical or mental skill and acumen. 

     

    Based on this, many states consider rummy, bridge, golf, chess, poker, darts, and carom games to be games of skill. The gaming platforms have somehow convinced the judiciary that they are more a game of skill than of chance.

     

    If we were to fight, we could always prove that predicting election results requires a deep understanding of the geopolitical situation, processes, and ground reality—definitely, it is a game of skill. But then we wouldn’t have the energy and width to do so. We want easy clarity.

     

    Ambiguity in Gambling

    The ambiguity surrounding the legality of such simple, friendly social betting reflects broader inconsistencies within India’s gambling laws. Moreover, this is the case of educated professionals who have held positions of responsibility and repute.

     

    While online platforms exploit legal loopholes to operate as skill-based games, traditional forms of betting face stricter scrutiny, even within private circles.

     

    Not a Competition

    This pooling syndicate on election results could be considered a competition where the prize is offered for solving a puzzle, number, alphabet, crossword, missing word, or picture prize.

    Elections are one of the biggest puzzles of complex caste divides, manifesto statements, political inclinations, etc. However, with a prize of more than INR 1000, it ran foul of the Prize Competition Act of 1955, which bans a prize of more than INR 1000.

    Our prize money would have been 10,000 INR, a small sum in a 60 billion betting industry (2010 estimate), but beyond the Competition Act.

     

    Not even a Lottery

    Yes, in our scheme, typically, every participant predicted a number; in a way, he or she was buying a number that he or she believes has the most chance of coming when the results were declared. Now, does that make it within the Lottery Act?

    The lottery is defined in the Lotteries (Regulation) Act 1998 under Section 2(b): ‘lottery’ means a scheme, in whatever form and by whatever name called, for the distribution of prizes by lot or chance to those persons participating in the chance of a prize by purchasing tickets.

    So, our simple, transparent, innocuous betting could be against the Gambling, Competition, and Lottery Act! The group had to stop looking at further running the closed group syndicate for the IPL winner, the Purple and orange cap winner, and the US Presidential race.

     

    Social Betting Stifled

    Social betting among friends typically centred around sports or elections, is common in India. These informal wagers, characterised by low stakes and camaraderie, rarely attract legal intervention. However, the possibility of legal consequences looms over such activities, deterring individuals from fully embracing harmless social traditions. This prevents more of the educated class than the masses.

     

    Government concern with Betting

    The reluctance to legalise betting stems from moral and societal concerns, with gambling viewed as a vice associated with addiction and financial ruin. Yet, the distinction between games of skill and chance remains murky, leaving room for interpretation and enforcement discrepancies. One feels frustrated when online betting and gambling continue under the name of skill. On the other side, social gambling is under the scanner.

     

    The lack of clarity surrounding social betting perpetuates uncertainty and stifles harmless recreational activities. As the government grapples with defining and regulating gambling, it’s imperative to provide clear guidelines distinguishing between harmless social engagements and illicit gambling practices.

     

    Net-net

    The ambiguity surrounding gambling laws in India continues to confuse citizens and authorities alike. The absence of clear regulations leaves individuals hesitant to engage in harmless social activities like friendly betting pools. As we await clarity from policymakers, the question remains: can friends gather for a friendly wager without running afoul of the law? And are kitty parties, which are also a pooled lottery, legal? Until then, the legality of social betting in India remains a puzzle waiting to be solved.

     

    UNRESOLVED QUESTION.

    After all this reading and referencing, it is still to be determined if a closed group of people on WhatsApp can bet for entertainment with the least wager that would not financially ruin them.

    If someone has an answer, I would like to know about this election result predicting small wager betting among friends and about the Diwali teen patti among friends and relatives.

    And if it is OKAY- I still have time to set the betting among friends.

  • Collaborates with Onads Communications

    Onida launches summer campaign for ACs

    Onida, home appliances brand, has launched its summer campaign for 2024, Thande Dimaag ki Soch, conceptualized by Onads Communications.

    Said Nitin Navalkar, Head of Marketing, Onida: ‘While most Air Conditioner campaigns portray the physical discomfort of the summer heat, we were looking to communicate something different. Onads had an idea which really resonated. Back when electronic brands were chasing celebrity endorsements, Onida had its own celebrity in the Devil that could be owned by the brand for many years to come. This visionary approach led to the birth of the iconic Onida Devil in 1984. Recognizing the enduring power of this established property, we opted to revitalize it.”

    Jignesh Maniar, Founder, Onads Communications added: “Onida is a brand with a rich legacy and we believe humour can work wonderfully in this category. Since this is the season of cricket mania, we created a story keeping the flavour of the season in mind. We wanted to revitalize their iconic Devil and use him as the connection between the story and the product.”

    Vivek Saran, President – COO – Sales & Consumer Business said, “Keeping the Indian summer conditions in mind we have introduced a wide range of Air Conditioners to cater to the Tropical regions of India where temperatures soar to maximum humidity conditions. Onida’s tropical Heavy-Duty Inverter ACs offer a perfect blend of Powerful Cooling, Energy Efficiency, Durability and Advanced Features. With a rapid growth in AC sales in the last 2 quarters, we are targeting a 40% increase in AC sales turnover.”

  • To add value to the brand and business

    Hari Krishnan joins Quotient Ventures as Group Chief Business Officer

    Mumbai-based Quotient Ventures (Tilt Brand Solutions and Vector Brand Solutions) appoints Hari Krishnan as Group Chief Business Officer.

    Speaking about the appointment, T. Gangadhar (Gangs), Group CEO, Quotient Ventures said: “I am delighted that Hari joins us at this crucial juncture. As a Group we have completed five full financial years, and as we embark on the next five, we need high-quality leadership to navigate what is to come. As someone who has worked closely with Hari, I have no doubt that he will be a stellar addition to our leadership team. He has a proven track record when it comes to adding value to brands and businesses, and to agency growth.”

    Hari, together with Rajiv Chatterjee, Group Chief Growth Officer will lead business operations at the Group.

    Said Hari Krishnan, Group Chief Business Officer, Quotient Ventures: “Quotient’s journey over the last five odd years has been both spectacular and inspiring, not just in terms of growth, but also in terms of body of work, client portfolio and talent. What impresses me even more is the roadmap that has been laid down for the next phase. It is intimidating and exciting at the same time because it provides me a very exciting opportunity to play for both scale and impact”.

  • Also forged a strategic partnership with Avanzia Consulting

    Way2News appoints Amit Chopra to its Board of Directors

    Way2News, a hyperlocal digital news platform, appoints Amit Chopra, co-founder of Avanzia Consulting, to its Board of Directors. In line with this, the platform has also forged a strategic partnership with Avanzia Consulting, which will serve as a key advisor as the company accelerates its growth trajectory. These strategic initiatives will mark the dawn of a new chapter of innovation and growth for the platform in the digital news landscape.

    Welcoming Amit and Avanzia Consulting on board, Raju Vanapala, Founder & CEO, Way2News, said: “We are thrilled to extend a warm welcome to Amit as he joins our board of directors. With his deep expertise in media and technology and a remarkable track record of driving growth, his joining not only signifies a strategic elevation but also marks a significant milestone in our journey towards pioneering excellence in digital news. Amit’s expertise and strategic acumen will undoubtedly propel us towards sustainable growth. With him on board, we are well-positioned to navigate the complexities of the digital news landscape with precision and agility, ensuring Way2News continues to lead in delivering unparalleled news experiences to our audience nationwide.”

    Commenting on his onboarding, Amit Chopra added: “Joining Way2News’ Board of Directors is a tremendous honour. I am eager to collaborate with the exceptional team to capitalize on new opportunities and contribute to the platform’s continued evolution and success in the digital news landscape.”

  • The creative duties of the brand will be handled by the agency’s Mumbai office

    Scarecrow M&C Saatchi adds Gopal Snacks to its FMCG Clientele

    Scarecrow M&C Saatchi adds Gopal Snacks to its FMCG Clientele. The full service creative duties of the brand will be handled by the agency’s Mumbai office.

    Since its inception 14 years ago, Scarecrow has managed over 150+ brands, representing a diverse range of businesses. Being a full service agency it caters to some of India’s biggest brands and conglomerates like Reliance, Viacom, Zee, BJP and Sony Network handling their flagship brands like Reliance Jewels, Nickelodeon, Zee Zest, and Sony Sports Network to name a few.

    Manish Bhatt, Founder Director, Scarecrow M&C Saatchi said, “Gujarat is a goldmine of entrepreneurship and breeding ground for great brands. Success story of a visionary family with first generation & second generation entrepreneurs is fascinating as other such business families from Gujarat. At Scarecrow, we have worked for such great brands that emerged from Gujarat like Reliance, Wagh Bakri, Rasna, Varuna Pumps, Vasu Healthcare and more, and walked along on a growth journey with some. Gopal Snacks is one such brand – Not just Scarecrow but I am personally also looking forward to contribute in its growth journey. Fingers crossed.”

    Commenting on a partnership, Raj Hadvani, Wholetime Director & CEO, Gopal Snack Limited added: “In the highly competitive and impulse buying snacking category, we believe that Gopal Snacks has the potential to cater every consumer across India and globe with our unique taste and quality. We are glad to have Scarecrow M&C Saatchi onboard as our strategic and creative partner. Their competency in understanding brand, contemporary strategising and storytelling makes them perfect growth partners.”

  • To Equentis – Research & Ranking, with a new corporate identity

    Research & Ranking rebrands

    Research & Ranking, the equity investment advisory brand and a part of Equentis Wealth Advisory Services Limited, announces a strategic rebranding as “Equentis – Research & Ranking”. Encompassing a new corporate identity, logo, and tagline, the rebranding brings the mother brand, Equentis Wealth Advisory Services Limited, to the forefront and underscores its commitment to democratizing wealth creation and revolutionizing the investment landscape. This strategic move is a step towards building brand salience and owning the Investment Advisory category through thought leadership.

    Manish Goel, Founder & Director of Equentis – Research & Ranking, said: “At Equentis – Research & Ranking, we envision a future where every Indian participates and leads in shaping their financial destiny. Our commitment lies in prioritizing education, thereby making equity easy. The rebranding is very close to our hearts and minds. It is one of the many things we are doing as a part of our roadmap for accelerated growth. As we streamline, we will evolve alongside our subscribers’ needs. Thinking big and innovation across our services will be the key factors to ensure we provide the best possible value. We believe our efforts to transform while embracing our incredible heritage will keep us relevant for generations.”

    Alok Arya, Chief Marketing Officer, added: “Equentis serves as a Sherpa in the financial landscape, nurturing clients with expertise and care. The new logo communicates a strong brand personality, establishing a distinct voice for Equentis and emphasizing our relationship-driven business. We want to lead change in the investment landscape, solidify our reputation as a trustworthy advisor, and foster customer loyalty and trust over time. An identity change is an important milestone, especially as we march towards our accelerated growth aspirations.”

  • In association with Jio Platforms

    Narayana Health unveiled medical docu-series “InsidER”

    Narayana Health, hospital network headquartered in Bengaluru, in association with streaming platform Jio, unveiled medical docu-series “InsidER” – an initiative on Emergency Awareness. Viewers will witness the intense efforts of clinicians, the profound struggles of families, and the amazing efforts of clinical teams fighting to save lives.  All ten episodes features patients and their families, giving a deeply personal perspective on these powerful stories.

    Said Dr. Ashish Bajaj, Chief Marketing Officer at Narayana Health: “The ‘InsidER’ campaign was born from a deep-rooted desire to honour the extraordinary courage of patients and the often-unseen daily struggles of families coping with medical emergencies. We’re thrilled to join forces with Jio for the launch of this pioneering series. Their vast reach on Jio TV, Jio Cinema, and Jio TV+ maximizes the impact of this groundbreaking initiative.”

    “Over ten months in the making, our teams overcame production challenges across India to authentically portray the gripping reality of the ER. This collaboration with the clinicians, patients & their families paints a powerful picture of those critical moments between life & death and their lasting impact. This series, a first by any healthcare group in the country, is a tribute to those moments, a testament to the strength we hold within, and a reminder of the incredible work done on the frontlines of healthcare. With real patient stories from across India, we have showcased the heart-stopping urgency of the ER, the split-second decisions, and the unbreakable human spirit. The series highlights the clinicians’ preparedness and underscores the importance of knowing the ER number for immediate assistance. Something as simple as knowing your ER number and having it on speed dial could be the difference between life and death,” added Dr Bajaj.

  • Brings up `new line-up of shows to enthrall audiences this new year’

    Colors Kannada announces ‘feast’ for Ugadi

    Colors Kannada has announced a feast of entertainment for Ugadi (April 9) by way of a lineup of new shows that will mark the celebration with daily episodes, starting from Ugadi itself.

    Said Prashanth Nayak, Business Head of Colors Kannada: “This year, we celebrate this Ugadi with a theme Hosa Bannada Shubharambha (A new beginning of bonding) and we give this to our audiences. We feel very blessed that audiences of Colors Kannada across the state have always supported us with love and affection. As part of our continued bonding with our audiences, we are coming up with the launch of fresh contents. We take this pride to be part of bringing our audiences’ emotions on screen and we term this as the most perfect way to celebrate Ugadi with us.”

    Speaking about Colors Kannada’s plans, Sushma Rajesh, Cluster Head at Viacom18, added: “As a brand, Colors Kannada has always been a pioneer in bringing shows that resonate with our audiences’ emotions. We consistently present unique storylines that celebrate family bonding and values of nativity. This is evident in the fact that shows launched on Colors Kannada’s unique stories have already travelled across the country. We are confident that the new year will bring a whole new level of connection with our audience. We wish everyone a very Happy Ugadi with our exciting new lineup of shows.