MxMIndia

Category: NEWS

  • To help drive growth and shape digital narratives

    Dimpy Yadav joins Mindshare as Head of Digital Strategy

    Mindshare, the media services company that is part of GroupM and WPP, appoints Dimpy Yadav as the new Head of Digital Strategy. Dimpy’s expertise and experience will play a pivotal role in shaping Mindshare’s digital narrative and enhancing our digital product offerings for both existing and new clients. She will be based out of Mindshare’s Gurgaon office.

    Amin Lakhani, CEO of Mindshare – South Asia said: “Dimpy’s wealth of experience and expertise will be invaluable in propelling our digital strategy forward. Her deep understanding of the digital landscape and track record of driving impactful results align perfectly with our vision for innovation and growth.

  • 'Data and AI hold the promise of helping marketers reach customers'

    Salesforce Research: 79% of marketers have fully implemented AI into their workflows

    Salesforce, the global leader in CRM, today released the new State of Marketing report, sharing insights from over 4,800 marketing leaders across 29 countries — including 250 from India .

    The report covers the latest trends on how marketers are evaluating and implementing AI into their operations; approaching data acquisition, maintenance, and application strategies; and ensuring customer trust and security as vulnerabilities increase. Generative AI may be relatively new, but marketers have been quick to add it to their arsenal. Globally, over half of marketers say they currently use predictive and generative AI — and nearly all marketers plan to use both types within the next 18 months.

    Key insights from the research include:

    Priorities for a new marketing era. Marketers are evolving their practices in a highly competitive landscape. They’re looking to AI — both generative and predictive — to help personalize at scale and boost efficiency.

    Implementing / leveraging AI is marketers’ #1 priority on a global scale, as well as their biggest challenge.

    Locally, improving use of tools and technologies is India marketers’ No. 1 priority, while building/retaining trust with customers is their No. 1 challenge.

    Marketers shore up their data foundations. Businesses have long struggled to connect disparate data points to create consistent, personalized experiences across customer journeys. Yet as third-party cookies are depreciated and AI proliferates, that quest is only becoming more critical — and challenging.

    28% of marketers in India are fully satisfied with their ability to unify customer data sources.

    66% of marketers in India have access to real-time data to execute a campaign. 59% need the IT department’s help to do so.

    Marketers in India use an average of 9 different tactics to collect data, with customer service data being the most common.

    Marketers embrace AI with an eye on trust. Marketers are intent on successfully applying AI in their operations with the right data, but are concerned about security.

    o   79% of marketers in India are already experimenting with or have fully implemented AI into their workflows.

    o   AI implementation is also a point of differentiation: high performing marketing teams are 3.1x more likely than underperformers to have fully implemented AI within their operations.

    o   The three most popular AI use cases among marketers in India are: Getting performance analytics, generate content, Programmatic advertising and media buying.

    Full personalization remains a work in progress. To meet rising customer expectations around personalization, marketers are graduating beyond broad audience segmentations, like location or age, to more specific identifiers like individual preferences or past interactions.  There’s also a difference between how the highest- and lowest-performing marketing teams adapt.

    High performers in India fully personalize across an average of 6.0 channels, compared with others who fully personalized across 5.0.

    Marketers seek unified analytics. There is no shortage of data sources, but putting that data to work is a challenge — especially when it demands a holistic or long-term view of data.

    58% of marketers in India track customer lifetime value (CTV).

    92% of marketers in India say they have a clear view into marketing’s impact on revenue.

    Deeper relationships emerge with account-based marketing (ABM) and loyalty programs. Companies are increasingly turning to strategies like ABM and loyalty programs for better acquisition and retention. Yet many of these programs’ information sources remain disjointed, as does the customer experience.

    Only 58% of marketers in India say loyalty data is fully integrated across all touchpoints.

    50% of marketers in India say loyalty program functionalities are accessible across all touchpoints.

    B2B marketers in India use ABM for customer acquisition, but less than half use it for upselling and cross-selling, 38% and 49%, respectively.

    Said Nishant Kalra, VP – Digital, Salesforce India: “Today, Data and AI hold the promise of helping marketers reach customers in new, more engaging ways, but they are far from reaching their potential. Eager to make the most of every customer engagement, marketers deploy a wide variety of tactics to collect clues for better audience understanding. Today it is evident, Sales and Marketing can no longer be viewed as just another function, they are the very engines and drivers of growth for any business.  As marketers in India are prioritizing AI and Data capabilities, building and retaining customer privacy and trust poses a significant challenge. Insights from the report are valuable to marketers across the country to help them outdo their competition by embracing AI and Data, to drive loyal customers, while mitigating trust, privacy and security challenges.”

  • Film conceptualised and created by Leo Burnett

    P&G Shiksha launches new campaign

    P&G Shiksha, the flagship CSR programme of P&G India, launched its new campaign – #StandUpForLearningGaps, to spotlight the issue of learning gaps in children, which affects over six crore children in the country as per National Achievement Survey 2021.

    Speaking about the new film, Abhishek Desai, Vice President – Brand Operation and Category Leader – Grooming, P&G India said: “For 19 years now, P&G Shiksha has championed access to education for millions of underprivileged children in India, impacting over 45 lakh children. We have reinforced this with our commitment to driving large-scale awareness regarding learning gaps, which impact over 6 crore children in India. These gaps can lead to frustration, a lack of understanding, and even ridicule. However, what often gets missed is the reason behind. By raising a pertinent question – “Would you laugh, if this happened with your child?” we are seeking to educate parents, guardians, teachers and well-wishers on the existence and impact of learning gaps, while also empowering them to identify and take steps to bridge these. We can come together to #StandupForLearningGap. Timely action can unleash a child’s full potential in leveraging education as an enabler for a brighter future.”

    Added Rajdeepak Das, CCO Publicis Groupe South Asia and Chairman Leo Burnett South Asia: “To draw attention to one of the most overlooked problems in education in our country, “The Learning Gap” – we have used humour as a platform for our latest campaign for P&G Shiksha. We often come across memes of children making mistakes on the internet, not realizing the grim reality behind this. This is actually a learning crisis that affects almost 6 crore kids in India. By using stand-up comedy as a medium, we want to build awareness of this critical gap in learning.”

  • Less than a week to go Goafest 2024

    Less than a week to go Goafest 2024

    It almost didn’t happen, but the bravehearts in the Indian advertising, media and marketing ecosystem decided that it’s got to happen. The Advertising Agencies Association of India and The Advertising Club, which jointly organises Goafest, announced the 17th edition of the annual Goafest and 55th edition of Abby for May 29 to 31. In Mumbai, instead of Goa. Overlooking Powai Lake instead of the Arabian Sea. The venue: Westin Powai, what was called Renaissance earlier and host to Ficci Frames for eons.

    Prasanth Kumar
    Prasanth Kumar
    Jaideep Gandhi
    Jaideep Gandhi
    Mohit Joshi
    Mohit Joshi

    From the organising leadership of Goafest, Prasanth Kumar, President of the Advertising Agencies Association of India and CEO of GroupM South Asia, Jaideep Gandhi, Chairperson of the Goafest Organising Committee and Mohit Joshi, CEO Havas Media Network India and Goafest 2024’s Co-chair spoke with MxMIndia early on Thursday.

    It may be noted that the detailed agenda hasn’t been unveiled yet, but that’s understandable. All the Goafest folks have busy day jobs, and everyone is trying their damnedest to make it a runaway success. And this we know from reasonably close quarters. Even the naysayers are helping. In fact, Prasanth Kumar or PK, as he’s known to the world, is delighted that Goafest 2024 will see each and every association in the M&E ecosystem chipping in. This includes the newspaperwallahs, the broadcasters, the digital folks… everyone.

    Gandhi joined him in adding: “Visionaries like Sundar Swamy, Arvind Sharma, Colvyn Harris, Ambi Parameswaran, Nagesh Alai, Nakul Chopra, Ashish Bhasin, Sam Balsara and Shashi Sinha have been key pillars of shaping and scaling Goafest to this magnitude over the last 16 years. Each one of them made unique contributions that made the festival larger, and relevant each year.”

    Hmmm. So here’s what our conversation generated.

    On Goafest in Mumbai:

    The organising leadership had a logistical issue of doing Goafest in Goa. PK: “We didn’t want to take a break, especially in the context of the way the industry is evolving. We felt it’s important for the industry to get together.

    Hence, Age of Adaptability is the theme, and, said PK, “in the true spirit of adaptability, we are doing the event in Mumbai”.

    On delegates not staying over like in Goa affecting the spirit:

    The fact is that if you want to be in the fest, you’ll be there. This is regardless of it being in Mumbai or Goa. We have taken a lot of time and effort to make the three days very interesting. We are going to offer a lot of opportunities for people to network. This Goafiest is not only about Goa or Mumbai… it is the largest event for the entire industry

    On registrations:

    PK: Good registrations, excellent response.”

    Gandhi: Last year’s registration count was upwards of 1600

    PK: This year, given the conversations we are having, we could get close to 2000. We are going to see a lot of clients, media publishers, owners, media agencies… We had an early bird entry fee which had a cut of 20% instead of the usual 10%

    On Absence of clients/marketers at Goafests in the past, and this year:

    Lot of speakers are from client organisations, So we hope to see them at least for a day

    On the Agenda:

    Joshi: We have over 20 sessions with panel discussions and keynotes. There are close to 50 speakers, and each of them sticking to the theme of adaptability. Industry experts and leaders. We are really excited about the agenda and are sure that people will learn from it.

    PK: We are also going to have a large number of masterclasses – From D&AD, some of our own sessions

    Meanwhile, the Goafest committee has been able to attract a string of sponsors, and some of them are still being signed up, according to the information received. There is at least one more international tie-up that is being inked, but details of that have still not been unveiled.

  • They all gain in importance because we are reaching the last phases of our general elections, writes Ranjona Banerji

    Ranjona Banerji: A Tale of Three Interviews

    Ranjona BanerjiTwo interviews in the Indian media are up for consideration today. One by a well-known and well-respected television journalist, who has very particular interviewing skills which can upset otherwise seasoned politicians. And the other by the editor and owner of a news agency which is very particular about supporting Narendra Modi and the BJP. Both gain in importance because we are reaching the last phases of our general elections.

     

    However, to be honest, Karan Thapar didn’t really have to use much journalistic ability to push Prashant Kishor, poll strategist and creator of the myth of Narendra Modi the saviour of India, into total meltdown. He just asked one question about poll predictions that Kishor had made and boom! A massive ego exploded before the viewer’s eyes. He screamed and raved that he never said this, he asked for video proof, he carried on trying to bully Thapar into subservience and silence.

     

     

    How Thapar handled both Kishor’s tantrum as well as his rude and aggressive stance on being told that he had been wrong in the past, without losing his cool, is testament to Thapar’s professionalism.

     

    Now for two instances of no professionalism at all. The most important one is the interview of lawyer and politician Kapil Sibal by Smita Prakash of ANI. This is a lesson in how to make any journalist worth their salt cringe in shame and horror. Prakash is picked up on every false statement she makes by Sibal, she then tries to change tack. Her every question and response make it clear whose side she’s on. As if there was any doubt about that, but the manner in which she is unable to show an ounce of professional pride over her loyalty is dismaying.

     

    None of this would be surprising to regular viewers of Smita Prakash’s podcasts on her news agency ANI. Most of them are pro-BJP and more importantly pro-Modi and most harp on issues like Muslims and caste reservations – all triggers when it comes to the BJP and its fan base.

     

    https://x.com/search?q=smita%20prakash&src=typed_query

     

    The reason the link is via X is because I could not find an official link on the ANI podcast handle. A trifle odd, wouldn’t you say?

     

    Prakash blocked me on X as soon as Modi came to power, so I could not find any link via her X handle either. It is however easier to find on Youtube.

     

     

    It is hardly surprising that the links are hidden or missing, because Prakash’s defensiveness and her lies are embarrassing to watch. She twists, turns, backtracks, all to protect Modi and the BJP.

     

    Further, if anyone continues to believe that ANI and Prakash have any connection with journalism, Prakash herself kills that thought. She makes it clear to Sibal since no one is voting for her or for Sibal, what people think is of no consequence. This is a weird confession from someone who runs a news agency. That readers and viewers do not matter is not a commonly expressed thought from editors and owners.

     

    Such dismissive contempt for your primary audience. Unless of course readers and viewers are not ANI’s main target?

     

    And then there’s the third example. Rubika Liyaquat of News18 asks Modi the secret of this strength (TV people are obsessed with this idea that Modi is “strong”) and receives by far the most amazing answer ever: that since his mother’s death, Modi believes that he is not a biological entity but is instead an instrument of God. Liyaquat cannot, it seems from the video she herself has posted, find it in herself to question this avatar of God on how he knows this and what it means. I am uncertain of Liyaquat’s journalistic credentials, being unfamiliar with her and her ilk, but I would imagine if even one of Prakash’s unimportant (according to her) readers and viewers were given such an answer by a prime minister, they may question him further.

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

  • It’s a question that a lot of us may have wondered about, so we posed it to our Wizard with Words. Here’s the May 24 edition of Das ka Dum with Dr Bhaskar Das. Read on..

    Das ka Dum with Dr Bhaskar Das | In the age of social media activism, can brands afford to remain apolitical, or should they take a stand on social issues?

    Bhaskar DasIf you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar or click here: https://www.mxmindia.com/category/columns/das-ka-dum/

    Q: In the age of social media activism, can brands afford to remain apolitical, or should they take a stand on social issues?

    A: It’s a double-edged sword. One may argue on both side of the spectrum there are enough and more examples in favour of political activism or woke-washing or staying neutral. Hence my answer can’t be polarised in favour of one or the other.

    Staying apolitical allows a brand to stay true to its stated core values without “performing” activism (read sensitive balancing act) and retain customers on both sides of an issue and not alienate loyal brand consumers.

    This practice has become popular as companies try to capitalise on the trends of purpose-driven consumerism.

  • DDB Mudra and Famous Innovations have also sent in entries

    Abby Awards 2024: Lowe Lintas, McCann in, Ogilvy continues to stay away

    Ajay Kakar
    Ajay Kakar

    The Advertising Club has always said that its flagship Abby Awards is ‘’for the industry, by the industry and of the industry”. And this is what Ajay Kakar,  Ajay Kakar, Chairperson of  Awards Governing Council Abby Awards 2024 powered by One Show and Managing Committee Member The Advertising Club, told MxMIndia in a virtual chat with MxMindia on Thursday evening.

     

    Like last year’s edition, the Abby Awards are powered by One Show and have received a total of 3506 entries as against 3301 last year. As many as 73 entrants for the Media Abby as against 63 last year. In Creative, there are 198 entrants as against 181 last year.

     

    The total number of entries for Media Abby were 1258 this year (up from 1019 last year) and in the various categories under Creative, it’s been 2248 this year, as against 2282 last year. Digital, Mobile, and Technology, have collectively garnered 626 entries from 75 companies.

     

    There were 23 jury chairs and 204 jurors across 23 categories. Of these there were 53 new, young, award-winning judges. There were 68 women amongst the judges (nine jury chairs are women).

     

    So what’s new this year? Well, Lowe Lintas and McCann have entered in a bigger way, we are told. DDB Mudra and Famous Innovations are also there. Ogilvy continues to  stay away.

     

    A ‘Best Use of AI’ sub-category has been introduced as also Copywriting for web and digital craft has been added in still digital and digital verticals. A new vertical called Health has been added with sub-categories such as OTC Oral Medicines, OTC Products, Nutraceuticals among others. A new specialist agency award that has been introduced is Health Specialist of the Year for the best performance by a company in this vertical.

  • Kyoorius received over 3600 entries from over 280 entrants to the awards this year. Only 1060 entries made it to the First List after the first round of online judging

    ‘Giveback’ theme of Kyoorius Creative Awards 2024

    It’s difficult to believe that the Kyoorius Creative Awards is happening without Anant Rangaswami.  While it’s the energy and drive of Kyoorius whole-and-soul Rajesh Kejriwal, its Rangaswami (Anant, to his friends) who ensured that the Kyoorius becomes a name to reckon with in adland as well. Until then, the paper merchant had earned its stripes with an excellent conference for the folks in design. Called Kyoorius Designyatra.

    Happening this evening (Friday, May 24) is the 11th edition of the Kyoorius Creative Awards (KCA). As many as five dozen jurors populated the juries for varos disciplines and categories. All the jurors are listed at: https://www.kca.kyoorius.com/kca24-jury. KCA has also introduced the Next Jury, a group of six creatives from the industry who were given a chance to attend and shadow a jury group from start to finish. According to a communique, the aim of the exercise is to expose participants to the nitty-gritties of the judging process, and help them understand what it takes to be a juror – to be able to distinguish great from good.

    So what’s new this year? “Besides various tweaks to the existing and popular award disciplines and categories, the eleventh edition of the Kyoorius Creative Awards also introduced new specialist awards for Health and Pharma, Regional Advertising and Creativity In PR.”

    And how many entries? Kyoorius received over 3600 entries from over 280 entrants to the awards this year, the highest ever since it started. Only 1060 entries made it to the First List after the first round of online judging.

    What else is new? The GiveBack initiative. For every entry that did not make it into the First List (i.e. beyond the First Round of judging) at the KCA, Kyoorius is giving back 50% of the entry fee to the entrant. According to an industry insider, Kejriwal is said to be paying back around Rs 1.25 crore to entrants.

    Post the in-person jury session, 282 entries emerged as winners of the Baby Elephant (In-Book winners). How many win a Blue Elephant, or if a Black Elephant (equivalent of a Grand Prix) will be seen at the Awards Night. There are no golds, silvers or bronze medals. Instead, only the work that deserves recognition wins an Elephant.

    “GiveBack was not just a campaign idea for us – it was a way to recognise the pain points when it comes to award shows. We’ve already started the process and entrants are receiving their GiveBack money. We took this initiative to make the Kyoorius Creative Awards more accessible to smaller agencies and have recorded the highest number of entries this year,” said Rajesh Kejriwal, founder and CEO, Kyoorius.

    And, yes, Zee is the sponsor of the Kyoorius Creative Awards. The fact that it continues to be its primary benefactor despite all that the entertainment conglomerate  has gone through speaks a lot for Zee and Kyoorius. And the friendship of the two bosses.

  • To help them transform themselves into a sustainable energy solution provider

    Cheil appointed creative agency for Luminous

    Cheil India has been appointed as the creative agency for Luminous Power Technologies. The mandate us for Integrated Strategy, Creative, and Key Campaigns for Luminous Power Technologies, wherein Cheil will be responsible for taking Luminous’ vision forward through large campaigns as well as solar category enhancement led by digital.

    Said Neelima Burra, Chief Strategy Transformation and Marketing Officer, Luminous Power Technologies: “Luminous is a leading brand in the energy solutions industry and is now strengthening its position in the rooftop solar segment. We aim to bolster the brand through innovative, meaningful, and purposeful consumer campaigns to effectively strengthen consumer affinity. With Cheil’s strong creative and marketing capabilities, we are excited to collaborate with them as we embark on the next phase of growth for brand and business.”

    Added Neeraj Bassi, Chief Growth Officer, Cheil India. “We are excited to partner with Luminous Power Technologies as they seek to reinvent themselves. It is a great opportunity for us to showcase the breadth of integrated capabilities that we offer to our clients and help them achieve their business goals. We look forward to doing some exemplary work in this category with them.”

  • Comprises a series of four short films

    Baskin Robbins unveils brand campaign

    Baskin Robbins ice-creams has launched its newest digital campaign titled ‘The Happiest Ice Cream in the World’. Building upon the success of its recent summer launches, Baskin Robbins aims to amplify the joy of indulgence with this new campaign, tapping into the burgeoning trend of snacking.

    Said Mohit Khattar, CEO of Graviss Foods Pvt Ltd, Baskin Robbins India: “Our consumers’ voices are the heartbeat of our brand”. “Consumer feedback served as the inspiration for our new brand campaign, ‘The Happiest Ice Cream In The World. It’s a reminder that showcases the ability of Baskin Robbins Ice creams to completely elevate one’s state of being, no matter what life throws your way.”

  • Set to host experts from the creative sector with a focus on ‘The Age of Adaptability'

    Goafest 2024 unveils line-up of speakers, sessions

    Goafest 2024 has announced its line-up of speakers for its 17th edition to be held from May 27 to 29 in Mumbai. With the theme being ‘The Age of Adaptability’, the event will host over 50 speakers and entertainers, across 20+ sessions in addition to 15+ masterclasses.

    Tata Play’s Managing Director and CEO, Harit Nagpal and Sanjiv Mehta, Executive Chairman, L Catterton India are among those who will address attendees through keynotes.   Additionally, Tarun Puri, Senior Operating Partner, Lighthouse Funds, Asha Kharga, Chief Customer & Brand Officer, Mahindra Group, Raymond Lifestyle’s Sunil Kataria, Maruti Suzuki’s Shashank Srivastava, Nestle’s Chandan Mukherjee, Tata Motors’ Shubhranshu Singh, The Good Glamm Group’s Sukhleen Aneja, Honasa’s Zairus Master, Darshana Shah from Aditya Birla Capital, among others will engage in conversations and discussions. Other speakers include Dr Marcus Ranney, Manoj Bajpayee, Sourav Ganguly, Zeenat Aman, Vikrant Massey, Medha Shankar, Neha Dhupia, Tahira Kashyap and Neelesh Misra.

    In addition to knowledge and entertaining sessions, Goafest 2024 will host the second edition of its talent showcase, ‘Advertising Rocks’. And in terms of entertainment, there will be performances by Sukhwinder Singh and Harshdeep Kaur as well as an After Hours Party each day.

    Said Rohit Ohri, FCB Global Partner and Chairman of the Content Committee, Goafest 2024: “Goafest 2024 is set to ignite minds, spark creativity, and explore new frontiers in the ever-evolving landscape of advertising and marketing. We are excited to offer a diverse array of speakers and sessions that celebrate creative excellence and emphasize the crucial role of adaptability in thriving within our industry. With warm hearts and joyful smiles, we eagerly anticipate welcoming all delegates and together redefining the future of our business.”

    Added Anupriya Acharya, CEO South Asia, Publicis Groupe, and Immediate Past President of The Advertising Agencies Association of India: “This year at Goafest, we are embarking on a transformative journey with the theme ‘The Age of Adaptability’. Our carefully curated speaker line-up reflects this ethos, showcasing how our industry must pivot and innovate in response to shifting landscapes. From insightful sessions to vibrant celebrations, Goafest 2024 will promise an enriching experience for all. With this, we are eagerly looking forward to welcoming our delegates, confident that together, we will navigate the ever-evolving currents of our industry with agility and ingenuity.”

  • Featuring Sachin Tendulkar

    Ageas Federal Life Insurance unveils campaign

    Ageas Federal Life Insurance has unveiled a campaign conceptualised by VML, featuring Sachin Tendulkar.

    Speaking about the brand film, Erum Kidwai, Seniro Vice President and Head- Marketing at Ageas Federal Life Insurance, said: “With “Cradle to Crease,” we aim to redefine the narrative surrounding financial planning and insurance. Sachin Tendulkar’s journey serves as a powerful reminder that there is no fixed age or time to prioritize financial security. Through this film, we seek to inspire individuals to take charge of their future fearlessly and embrace a proactive approach towards financial planning through insurance.”

    Mukund Olety, CCO VML, added: “By using Sachin Tendulkar’s journey, we aim to redefine the narrative around financial planning and insurance, emphasizing that there’s no fixed age or time to prioritize financial security. VML is proud to create a campaign for AFLI, making it the first brand in India’s BFSI sector to use DeepFake technology positively. This combination of creativity and technology allows us to educate audiences about the importance of life insurance in a way that connects with today’s tech-savvy generation.”