MxMIndia

Category: NEWS

  • Features why Indian business leaders are embracing AI to scale outputs and drive growth

    Canva releases its second annual Visual Economy Report

    Canva, the popular online design and visual communication platform, released its second annual Visual Economy Report featuring insights from more than 3,700 global business leaders on the drivers and impact of visual communication.

    The company commissioned business intelligence firm Morning Consult to understand how they’re approaching the use of visual communications tools in the workplace and the role AI is playing in their ability to increase productivity, elevate creativity, and streamline workflows. The survey was conducted in 12 markets, including India, the US, UK, France, Germany, Spain, Brazil, Mexico, Indonesia, Japan, South Korea, and Australia.

    The top findings from Indian respondents include:

    Unlocking business benefits: Nearly three-quarters (73%) say visual communication tools have increased business performance. From accelerating content creation and team collaboration to stronger audience engagement, visual-first communication is supercharging how organizations save time and money. As a result, 70% of leaders are investing more in visual communication tools than the previous year.

    AI fast tracks productivity: Tighter budgets and increased content demands have led 89% of leaders to explore AI-powered tools as options to accelerate their content production needs. The vast majority (92%) agree the quality of visual content has improved because of AI, yet concerns about plagiarism (80), bias (84%), and job loss (81%) linger.

    Design democratized: The ability to communicate visually is now table stakes in the workplace, regardless of role. The majority of leaders (97%) expect employees in non-design roles to possess some design acumen in order to be effective communicators in their organizations. Consequently, more than two-thirds (67%) are now providing training to those not in design roles to meet a certain threshold of design competency.

    Accelerating scaling through collaboration: More than one-third (41%) of leaders believe the inability to collaborate across teams and complex workflows (38%) is a challenge when creating and scaling content. As a result, when investing in visual communication platforms, business leaders are emphasizing real-time collaboration (96%), more streamlined workflows (95%), and all-in-one functionality (95%).

    Creativity needs the right tools to flourish: 85% believe senior stakeholder resistance to new technology is hindering creativity in the workplace. 82% attribute siloed teams and poor cross-functional collaboration as deterrents to imaginative thinking and fresh outputs.

    From compelling presentations to engaging videos and interactive data visualizations, visuals have become the currency of communication, enabling organizations to cut through the noise.

    Said Rebecca Janes, Creative Designer and Environmental Branding Strategist, FedEx Global Brand: “We use Canva for just about anything that is templatized, from presentations to digital signage, internal websites, invitations, playbooks – the possibilities are endless. The ability to easily collaborate and share designs across so many teams has been a huge timesaver. What would normally take days can take only minutes.”

    The Visual Economy Report surveys 3,707 business leaders in marketing, sales, human resources, and operations who have knowledge of company revenue goals. This group also influences their organisations’ audience engagement strategy and how internal teams communicate with each other, other teams, and the company at large.

  • As their Brand & Communications Agency

    Ather Energy partners with Tilt Brand Solutions

    Ather Energy, electric scooter manufacturers, has partnered with Tilt Brand Solutions as their brand and communications agency, for its upcoming product line.

    Said Ravneet Phokela, Chief Business Officer, Ather Energy: “We are thrilled to welcome Tilt as our agency partners, as we enter the next phase of our growth journey. Joe and his team bring a potent combination of deep strategic thinking and a sharp creative approach, and together we hope to engage with consumers in new and meaningful ways. We are super-excited about this partnership and look forward to shaping the future of mobility.”

    Added Joseph George, Founder and Group Chairman, Quotient Ventures added: “We are thrilled to partner Ather for this critical addition to their portfolio. We are grateful to them for placing their faith in us to disrupt the market and expand their reach and footprint across the nation. As an agency, working alongside not just the pioneers in mobility of the future, but also such a passionate bunch, is both exciting and fulfilling.”

  • As Head of Sales – West & South

    Frodoh World onboards Arunava Biswas

    Adtech firm Frodoh World has appointed Anurava Biswas as the company’s Head of Sales for West and South. In this role, Biswas will be responsible for driving regional revenue growth, leading agency partnerships, expanding market share, and strengthening customer relationships in these regions.

    Said Russhabh R Thakkar, Founder and CEO of Frodoh World: “Arunava’s potential and profound understanding of market dynamics are incredible assets to Frodoh World. We are excited to see the new strategies and innovative approaches she will bring to the table. Her appointment marks a significant step in our journey to expand our footprint and deepen customer engagement in these key regions.”

  • Exit Polls: A ‘No Confidence’ Motion

    Exit Polls: A ‘No Confidence’ Motion

    AI generated image showing an abstract representation of the discrepancies between the Exit Poll results and the actual results declared on June 4.

     

    Shailesh KapoorThe marathon elections are finally past us. But not without a result not many saw coming when the elections season started three months ago. The results on June 4 came as a surprise to many, particularly because a plethora of exit polls funded by mainline news channels of the country had predicted a resounding victory for the Narendra Modi-led NDA, with almost all of them giving the alliance 350+ seats, and some even predicting ‘400 paar’.

    As we know now, even ‘300 par’ didn’t materialise. Since then, there has been intense debate about exit polls, and whether their inaccurate predictions are simply a case of incompetence on the part of multiple agencies, or a result of malafide intent to influence the stock market. I have been asked this question more than a few times over the last 10 days, in my capacity as the head of a media research firm.

    While I’m no stockmarket expert, the scam allegations seem a bit far-fetched. It would take multiple agencies to comply with the perpetrators of the scam, put their reputation on the line, and hope that they make some illegal money off it. The history of scams suggest they are ‘designed’ in a way that they are under the radar, far from the public eye. Exit polls were anything but that. In any case, I don’t see how we will know any more on this topic anytime soon.

    The incompetence argument is a lot more persuasive one. Despite large sample sizes (while not all polls reveal their methodology and sample design, some do), and the claim to have covered all 543 constituencies, and represented different demographic segments adequately, how do so many polls get it wrong? In my opinion, the incompetence doesn’t lie in their ability to conduct field surveys, but in their lack of confidence to look at the findings dispassionately. All quantitative research that comes with the responsibility of predicting an outcome will operate on ranges, rather than exact numbers. And it’s now evident that the exit polls were leaned towards the higher ends of their ranges, and probably stretched them further. One poll made sure its upper end was 401, and another went for the round figure: 400!

    Over the course of this year’s election coverage, we have seen many pollsters become election experts, going beyond analysing their data, and entering domains of political analysis that’s best left to journalists with their ears to the ground. Bafflingly, many editors of mainline news channels have encouraged this, by giving pollsters a platform on their shows every night, even during the period when the Election Commission embargo on exit poll results was in play.

    It may be hard to resist fame, but if it comes at the cost of objectivity, a pollster must examine if it’s worth it. As it is, our news channels operate like echo chambers, and it is hard to not get influenced by their narratives if they are platforming you as an important talking head.

    So, the pollsters have gone wrong in their minds, probably working backwards from a pre-decided outcome they talked themselves into believing. It’s impossible to say what conclusions a more objective analysis on their data would have led them to conclude.

    In any case, exit polls seem to quite a wasteful indulgence for news channels. But it’s a vicious loop, because no channel wants to miss out on an evening’s hype. Just like no pollster wants to be the only one who got it wrong!

  • To boost brand

    Tonic Worldwide bags digital mandate for Badshah Masala

    Tonic Worldwide, a digital-first creative agency, has secured the digital mandate for Badshah Masala. As the new digital partner, Tonic Worldwide aims to grow Badshah Masala’s business through integrated brand communication. The account will be managed by Tonic Worldwide’s Mumbai office.

    Speaking on the digital mandate, Rehan Hasan, CEO of Badshah Masala, said: “We are happy to partner with Tonic Worldwide for our digital mandate. Digital is a key platform where our consumers spend significant time, and it will play a crucial role in keeping our brand top of mind. We needed a partner who understands our brand values and consumer needs in the digital space. Tonic Worldwide’s experience with multiple staple brands and their strong grasp of our core target group made them the ideal choice.”

    Added Unmisha Bhatt, Co-Founder and Chief Strategy Officer of Tonic Worldwide: “We are thrilled to add Badshah Masala to our portfolio. Many of us have grown up with Badshah Masala in our kitchens, its fragrance making us hungry before the meal was even ready. It’s an integral part of our lives, and it’s a privilege to help reignite that love and make the brand appealing to new-age homemakers.”

  • For advertisers to efficiently engage with the Spotify audience

    Spotify launches inhouse creative agency

    Audio streaming and media service provider Spotify has launched its new in-house creative agency – Creative Lab.

    As part of this, the local Creative Lab teams in the markets will provide “more local and nuanced insights, and work closely with brands and agencies to build campaigns through workshops, inspiration sessions, and collaborative ideation and concepting”. Brands such as The Coca-Cola Company and Royal Enfield, among others, are already using Creative Lab to strengthen their brand storytelling in India.

    Said Arjun Kolady, Head of Sales – India, Spotify: “Spotify inspires artists, creators and advertisers at every stage to do what they do best: create. We currently work with brands to help them reach new customers, strengthen brand reputation, and deepen trust. Through Creative Lab, we want to focus on providing an additional service that enables brands and agencies to design their campaigns and messaging for the Spotify audience.”

  • To strengthen editorial leadership

    Zee Media appoints Santosh Kumar as Editor of Zee Bharat

    Zee Bharat has appointed  Santosh Kumar as its new Editor. In his capacity as Editor, Kumar will lead Zee Bharat’s news operations. His expertise in political, socio-economic, and investigative journalism will sharpen Zee Bharat’s mission to provide incisive and impartial news coverage.

    Said Rahul Sinha, Managing Editor of Zee News: “We are thrilled to welcome Santosh Kumar to Zee Bharat. His extensive experience and insightful perspective will play a pivotal role in shaping the future of our news programming. With Santosh at the helm, we are poised to redefine news broadcasting in India.”

  • Grand Prix winners for the WARC Awards 2024

    Leo Burnett Mumbai wins two Grands Prix for Effectiveness

    The WARC Awards for Effectiveness 2024, in association with Lions, have been announced. And India leads with two Grands Prix, both awarded to Leo Burnett Mumbai. The awards honour the best marketing campaigns from across the globe that deliver strategic brilliance and effective impact to drive commercial success. Six Grands Prix have been awarded following a rigorous judging process and much deliberation by a super jury made up of all 12 regional jury chairs representing Asia-Pacific, Europe, Middle East & Africa, Latin America and North America.

    Selected from 22 regional gold-winning entries, the Grands Prix showcase the best work of how marketers are driving growth across different sectors and audiences and for local and global brands. Agenices from Australia, Brazil, Spain and Sweden each win one metal. Only our own Leo Burnett has bagged two metals.

    Said Susan Irving, Chief Marketing Officer, Kruger Products, Canada, and Chair of the Global Grand Prix jury: “It was my privilege to lead such a disciplined, accountable jury that held work to the highest standards. Our decisions were guided by the data and the Creative Effectiveness Ladder and we were rigorous in seeking only to recognise those campaigns that unquestionably connected their objectives to strong results and demonstrated long-lasting impact for brands and society. Anyone awarded a Grand Prix by this jury is a true Grand Prix winner, the best of the best, and I congratulate them all.”

    Added John Bizzell, Awards Lead, WARC: “The six Grand Prix winners that our super jury lasered in on from the hundreds of entries judged this year are superb additions to WARC’s library of effectiveness and really set the bar for the quality of work brands and agencies need to create to compete for these awards. I’m excited to share them with the world and see what they inspire in the future.”

    The two Grand Prix for Leo Burnett are:

    Cultural Impact Grand Prix: ‘Changing the education system to keep girls in school’ for Whisper by Leo Burnett, Mumbai, India

    Feminine hygiene brand Whisper helped girls remain in school in India with an educational lobbying campaign that broke the taboos around menstruation. Society’s silence surrounding periods had resulted in their omission from school science books. Following the campaign, the Indian government has committed to adding in the missing chapter.

    Commenting on the campaign, Kevin Mercer, Director, Brand Strategy, Expedia Group – UK, said: “This campaign demonstrated a simplicity in its strategic thinking. Rather than directly advertise feminine hygiene products, it filled a gap in education about menstruation for young women and girls that the jury found incredibly smart. There was real care and craft in how Whisper and Leo Burnett got it to market, which made it a clear Grand Prix winner. A lot of things are happening around the world, like book bans and removing access to education and knowledge, and this is the sort of campaign that sets us up for a better future.”

    Use of Data Grand Prix: ‘Democratising technology to help farmers fight climate change’ for Lay’s by Leo Burnett, Mumbai, India

    To grow preference and penetration in India, potato chip manufacturer Lay’s created a data-driven initiative to protect its supply chain by helping farmers identify and respond to weather hazards to prevent crop loss. As a result, potato yields increased by 25%, boosting farmers’ income by $55/acre; preference grew 10bps and penetration grew by 8bps.

    Said Sindhuja Rai, CEO, Wavemaker – Singapore: “The Lay’s campaign is a powerful concept – leveraging their data has driven immediate value for farmers in their supply chain, but the potential if this technology were cascaded across the globe is immense. They Defined the objectives clearly and over-delivered on almost all KPIs. That, and the greater good this could do for humanity, made this a clear Grand Prix winner.”

    The Grands Prix winners were first revealed on Thursday via The Effectiveness Show part one. The Effectiveness Show part two will include interviews and insights from the Grand Prix winners, and will be available on June 27.

  • Introduced a series of products and programmes to empower

    WPP packages comms business under Burson

    WPP has launched Burson as a global communications agency.  All of this means a new brand identity and client and talent offerings.

    Said Corey duBrowa, Global CEO, Burson: “Businesses and organizations are operating in a constant state of complexity and uncertainty, marked by rapid advancements in technology, economic volatility, wide-ranging activism, and social and geopolitical turbulence. A strong reputation grounded in action, communicated clearly and creatively, and deployed as capital across stakeholders will enable clients to succeed in this environment. Reputation is a company’s most valuable asset for enhancing perception and growing performance, preference, valuation and return.”

    So what’s new? Notes a communique: “Burson is introducing a new framework and consulting methodology to assess and actively manage “reputation capital” across four pillars: Company actions, communications, social narratives and stakeholder beliefs. Underpinning this work is the Burson Innovation Portfolio, a body of AI-enabled tools that, when paired with human intelligence, enables faster, better insights; precision audience targeting; and culturally relevant creative. These solutions – core components of the PR Studio of WPP Open, WPP’s AI-powered marketing operating system – include five suites that serve a continuum of client needs:”

    Said AnnaMaria DeSalva, Global Chairman, Burson: “In today’s complex operating environment, business leaders are converting pervasive risks into opportunities for innovation and value creation,” “The Burson Innovation Portfolio, which draws on the technology strengths of our combined agencies and WPP, reflects our promise to combine artificial and human intelligence in ways that help our clients succeed at the intersection of risk, creativity and reinvention. Leading companies are already leveraging these solutions to build and protect reputation in highly material situations. We are committed to both our clients and our employees that Burson will be an engine for their growth and for the enablement of the transformations that the world needs now.”

    While Burson will be the mother ship, a few existing agencies will be there as well:

    Axicom for tech brands and brands with a tech story, Burson Buchanan, the financial communications and capital markets advisory firm, GCI Health, the full-service global healthcare agency inspired by people and Hill & Knowlton, an agency that was earlier called IPAN.

    Said duBrowa:  “A powerful differentiator across the Burson Group is the considerable number of former chief communications officers and senior client advisers among our ranks who have hands-on experience managing the issues and opportunities that clients face every day. AnnaMaria and I both had long careers in-house, and we know the enormous value this perspective brings to clients. Our team of seasoned counselors – with their access to industry-leading, AI-first technologies and creative firepower – is unrivaled in the marketplace.”

    The communique we’ve received is silent on Burson in India. But we guess it be a bit of the same, for now.

  • Expands its operations

    Chalo, Mumbai, says Cheil

    Cheil is expanding its operations with the launch of its new Cheil X office in Mumbai. The Mumbai office heralds the beginning of a new chapter for Cheil, as the agency looks to expand its business activities beyond Samsung operations through its specialised agency Cheil X. As is known, Cheil India was setup exclusively to manage the Samsung business in India. Cheil X, on the other hand, works as an independent full-service agency under the Cheil SWA group to manage the fast growing new client mandates in India.

    Said Taihai Kim, Global COO, Cheil Worldwide: “India is one of the key markets for Cheil Worldwide, and this new office demonstrates our commitment and aspirations for the country. With this office, we want to make a play for the best creative work that can come our way since Mumbai has an unequivocal reputation as the advertising capital of India.”

    Added Limseob Chung, President and CEO, Cheil SWA added: “We’re thrilled to unveil our brand new office in Mumbai, a city with a rich legacy of advertising. The new office of Cheil X will act as a strategic hub for our clients and offer a wide range of services like creative, media, digital, influencer marketing, content production, technology, retail, and brand experiences all integrated together, making it an ideal hub for creating gold standard campaigns.”

  • To guide investors toward informed and profitable trading decisions

    StoxBox launches new brand campaign

    StoxBox, brokers and a subsidiary of BP Wealth, has launched a brand campaign, “Brokerage Par Bandh Karo Kharch, Pay Only for Research.”

    Said Vamsi Krishna, CEO of StoxBox: “Through our new campaign, we are directly addressing the concerns of investors who are struggling with unnecessary fees and unreliable information. Our goal is to empower them with top-notch research that leads to informed investment decisions and long-term financial success. At StoxBox, we are committed to helping our clients achieve their financial goals by providing the tools and insights they need to invest wisely.”

  • Reflects the voice of younger generation

    Jockey launches campaign with Wieden+Kennedy

    Wieden+Kennedy India has launched Jockey’s ad campaign that premiered during the T20 World Cup. The core insight behind the campaign titled  ‘Freedom or Nothing’, represents the concept of freedom and how it is perceived in all  aspects of life by the younger generation.

    Said Nihal Rajan, CMO, Jockey India: “Our objective was to appeal to the interests and  passions of a young audience, thereby fostering affinity and love for brand Jockey. We found  an alignment with the concept of freedom presented in Wieden’s creative vision, as it  harmoniously reflects our brand ethos. Our campaign ‘Freedom or Nothing’ is a true  reflection of the emotions and values that today’s generation connects with.”

    Added Yogesh Rijhwani, ECD, Wieden+Kennedy, Mumbai: “Both millennials and Gen Z value  work-life balance and personal freedom. With the ‘Freedom or Nothing’ campaign, we aim to  authentically represent what freedom means to today’s younger individuals. To represent  this campaign, we found a classic track from the 90s that takes on a fresh, new meaning in  this context, reflecting the shared values of today’s youth.”