MxMIndia

Category: NEWS

  • As per the latest comScore numbers, SVG Media (including all entities: Tyroo, Velocity, PrecisionMatch and DGM India) is the third largest display ad-network in India after Google and Tribal Fusion

    SVG Media boasts of 31.2 million unique visitors

    By A Correspondent

     

    SVG Media continues to retain its leadership position with the current reach of 31.2 million unique visitors. As per the latest comScore numbers, SVG  Media (including all entities: Tyroo, Velocity, PrecisionMatch and DGM India) is the third largest display ad-network in India after Google and Tribal Fusion and the largest Indian display ad-network that reaches out to 46% of the Internet audience over a 3 monthly average. comScore is the industry benchmark for measuring display ad-ecosystem and it does not track text links, e-mailers and other similar inventories which constitute a significant proportion of SVG Media’s portfolio apart from display.

     

    The average daily visitors and total page views for SVG Media stand at 3.8M and 856MM respectively. SVG Media not only has a significantly higher reach than that of other Indian ad-networks for February 2013 but also the highest 3 month average reach in the Indian Display ad ecosystem.

     

    SVG Media’s audience break-up includes 60 percent male and 40 percent female audiences on the internet. The 60:40 male to female ratio is in line with the overall internet user average. About 76 percent of SVG Media’s audience reach comes from the age bracket of 15-34 years, giving an advertiser the liberty to target a wider set of audience or to choose the most appropriate mix of Internet audience that they would like to tap.

     

    comScore Media Metrix monitors the online activities of individuals within a universe, defined as those aged 15+ who have accessed the internet from either a home or a work computer in the past 30 days. comScore does not monitor internet usage activities that are undertaken from an internet café or other public/shared computers.

     

  • The campaign achieved a revenue target of INR 10 million, and 4% of the revenue during the End of Season Sale was from Facebook alone

    Allen Solly’s end-of-season sale app generates 2,194% RoI

    By A Correspondent

     

    Allen Solly’s recent campaign on Facebook was focused on translating engagement with fans and customer online into footfalls and sales at physical stores. The campaign achieved a revenue target of INR 10 million, and 4 percent of the revenue during the End of Season Sale was from Facebook alone.

     

    Blogworks conceptualised and created a ‘Scratch Card’ Facebook application, which would allow users to scratch a card virtually and win discounts of 30%, 35% or 40%. They could then take a print of the discount coupon, take it to the store and avail these discounts on their next purchase. The application was available on mobile as well, for Android and iOS platforms. It was promoted through social ads and promoted posts.

     

    Speaking about their digital marketing initiatives, Sooraj Bhat, Brand Head, Allen Solly said, “The milestone is just an indicator of the dominant position we are looking at vis-a-vis this medium, as we put conversations with consumers at the very core of the Allen Solly brand.” He added, “Consumers see Allen Solly as a friend, and we will increasingly play the role of the fashion wingman, giving them advice and tips on fashion and style.”

     

    Rajesh Lalwani, CEO, Blogworks, said, “Allen Solly is a rich social programme that we’ve built using our ‘Three I’s’ model – Insights, Intimacy and Income. Not only do we listen to the consumers, we conduct strategic interventions by asking them for feedback, which helps us engage our fans in meaningful conversations and co-creation. We have designed a programme that has helped in generating more footfalls and sales, which we track rigorously.”

     

     

  • The campaign across 38 cities in DAS Phase II is aimed at empowering consumers with information on digitization and distribution partners with the opportunity to strengthen brand equity

    RBNL launches ‘Choose Your Set Top Box Wisely’ campaign

    By A Correspondent

     

    As India gears for phase II of digitization, positively affecting a population of more than 50mn+ Indians across 38 cities of the country, Reliance Broadcast Network has launched ‘Choose Your Set Top Box Wisely’ consumer awareness campaign across 38 cities in DAS Phase II. The 12-week campaign launched on April 1, has been designed to empower consumers with information on digitization. Simultaneously, it also offers distribution partners an excellent opportunity to strengthen brand equity. The 12-week campaign will see an extensive multi-media marketing push with the help of RBNL’S marketing muscle and expertise and will be promoted across the platforms of television, radio, cinemas, digital, outdoor, on ground and road shows.

     

    Currently, RBNL distributes 8-channel television bouquet catering to different markets in the country. The campaign will play in both the Hindi and English language, based on the cities and audience. With different channels leading the campaign in different markets basis priority, the campaign will be primarily led by the BIG CBS Channels -Prime Hindi and Love; Big Magic and Big RTL Thrill and Spark Punjabi across the Hindi speaking markets of Uttar Pradesh, Maharashtra, Madhya Pradesh, Gujarat, Bihar and Jharkhand and Punjab. With FM presence in 24 out of the 38 markets, the brand plans to leverage its local connect.

     

    Tarun Katial

    Speaking on the new campaign, Tarun Katial, CEO, Reliance Broadcast Network said, “We are excited to launch this campaign deeper into India. After its success in the 4 metros, we are now ready to reach out to 38 cities, educating consumers on the opportunities of digitization and the choices available to make an informed decision. Our multi-media campaign promises to benefit all stakeholders who are part of the value chain.”

     

  • With HBO pushing its two new movie pay channels, it is time to ask whether there is a market for 'premium' ad-free channels in the Indian TV viewing arena

    HBO’s ad-free channels: good enough to pay more for?

    By Meghna Sharma

     

    The campaign to promote the launch of two channels – HBO Defined and HBO Hits – by HBO Asia and Eros International Media has started. The premium advertising-free movie channels plan to redefine the pay TV movie space in the country.

     

    The channels available on DTH operators – Dish TV and Airtel Digital TV – bring the best of Hollywood and Bollywood together. The channels are currently on air and are available for a free preview in the initial phase of the launch.

     

    HBO Defined and HBO Hits will showcase content through HD and SD feeds on Dish TV and SD feed on Airtel Digital TV. These will be offered at a special introductory price of Rs 49 and Rs 69 for SD and HD services, respectively.

     

    MxMIndia finds out if there is a market for such ‘premium’ channels in India and if they’ll be survive the competitive market:

     

    Anilkumar Sathiraju, AVP and Head South, DDB Mudra Max

    While there is a market for ad-free channels, am not too sure how long will they be able to survive. Today, in a scenario where 600+ channels exist, there are many channels which are still yet to make a mark. In that situation, while viewers are likely to sample an ad-free channel(s), I am unsure if they will be able to sustain for long.

     

     

    Divya Radhakrishnan, managing partner, Helios Media

    HBO is a subscription based channel globally. It started accepting ads due to the distribution structure of the Indian TV industry. Now with digitization and DTH getting seeded across homes in India, the viewers are getting used to pick and pay for their channels and not just a bundled offering from the cable operator.

     

    As much as it’s not a good thing to hear for our business, ad avoidance always adds greatly to TV viewing experience especially in the movies and sports space. Hence if reasonably priced, it will have takers in the high-end homes. Mainstream channels in their HD avtaars get talked about more for its minimalistic ads more than the channel clarity.

     

    Having said that, the content will need to be extremely compelling for the consumer to shell out more bucks. Old titles, repeated zillion times on TV in the past coming in an ad-free environment may not hold that much appeal however latest releases may do so.

     

    Dhruv Jha, GM (Content and Experiences), LodestarUM

    There is an emerging space, I have heard consumers/viewers comment, “Let’s watch it on HD, virtually no ads.” Movie viewing experience without ads can be more pleasurable. There is a discerning viewer and with rising incomes and free time being at a premium… pay for channels will start playing in a niche targeted segment.

     

  • Launched in 2005 in Mumbai, this is the major re-launch for the daily

    DNA dons new look, brings back edit page

    By A Correspondent

     

    The six-edition English newspaper DNA, is sporting a new look from today. The newspaper has added the edit page and an oped page as well. Along with the newspaper, the website has also gone in for an overhaul.

     

    Informing the readers of the changes, Ravi S Joshi, Editor, DNA wrote in his communique, “Starting today, your DNA has changed. Because your needs and aspirations have changed. Because your reading habits have changed. Because you have changed. To address that change, we have made the new paper more navigable, readable and classier.” The redesign has been done inhouse by Design Editor Nitin Tuse

     

    He further added, “In our quest for the 2020 of news media, we’ve redesigned our website and made it responsive – it dynamically fits to screen of any device, be it your PC, phone or phablet. That’s a first for any newspaper website in India is also dynamic. And in the days to come, you’ll see a lot of innovations not only in the website, but also in the paper.”

     

    A readers’ page also also been added. With an aim to become more interactive, the stories in the newspaper would give out Twitter handles. DNA has also formed a Shadow Editorial Board, which is “college-going men and women regularly sit in our newsroom and tell us what they want us to do. You’ll find their contribution to this paper on Page 4.”

     

  • WATConsult has released a report on the social health of e-commerce brands in India

    E-commerce brands Myntra, HomeShop18 and Ebay top in overall social engagement with consumers.

    By A Correspondent

     

    Social media agency WATConsult has released a report on the social health of e-commerce brands in India at the 3rd WATSummit. The report extensively tracks the social media sentiments of eight leading e-commerce brands, Flipkart.com, Inkfruit.com, HomeShop18.com, Jabong.com, Myntra.com, Snapdeal.com, Yebhi.com and Ebay.in.

     

    Based on the multiple scoring parameters of the analysis, Myntra.com, HomeShop18.com and Ebay.in come forward as the scorers among the top 8 e-commerce players in the industry. The report analyses the social media and online trends of the e-commerce portals on parameters like Social Reach, Engagement, Growth, Response Time, Content Type and Audience Quality. The report also analyses the share of voice, brand sentiment, online reputation, source and keywords for each player in the online space.

     

     

    Snapdeal.com, Homeshop18.com and Myntra.com are e-commerce players with faster growing base on Facebook and Twitter. However Ebay India boasts of the highest engagement on Facebook and Twitter followed by Homeshop18.com and Myntra.com.

     

    Homeshop18.com tops the chart as e-commerce player with the highest YouTube growth but Yehbi.com has the highest YouTube engagement.

     

    The top three players with high overall social media engagement are Myntra.com, Ebay India and Yebhi.com.

     

    Homeshop18.com is the brand with the fastest response time on Facebook and Twitter. The top 3 players with high overall response time are Homeshop18.com followed by Myntra.com and Flipkart.com.

     

    From an overall e-commerce industry perspective negative sentiment stands at a 48 percent as against the positive sentiment of 13 percent. The rest of the conversations of 38 percent were found neutral. Jabong.com has managed to sustain the top position for neutral and positive sentiment while Flipkart.com on the other hand has the highest neutral conversations of 64 percent to its credit.

     

    While comparing the social image of brands on Facebook, Myntra.com is a brand with least negative and maximum positive conversations.

     

    Only 16 percent of the products ordered from an ecommerce player were received on time. Delay in delivery still is a big concern for all players in this industry.

     

    The report also gives a closer look at the posting activity on leading platforms like Facebook and Twitter. While Tuesdays and Thursdays are the most active days on Facebook, Mondays and Fridays dominated twitter with the maximum tweets. Surprisingly, social media activity on weekends on both platforms reduced as compared the activity on weekends.

     

     

    In terms of engagement, the top three brands on both Facebook and Twitter are Ebay India, Homeshp18.com and Myntra.com.

     

     

    Commenting on the analysis, Rajiv Dingra, Founder & CEO, WATConsult said, “Crores of rupees are spent regularly by e-commerce brands to acquire new customers, but who are the champions who have managed to engage with their consumers consistently and coherently? Our report highlights the activities carried out by these eight leading ecommerce players on various online platforms and seeks to identify trends related to the digital marketing of these brands.”

     

  • The IAMAI's Internet Economy Watch Report for February shows that the jewellery segment clocked a 117 percent y-o-y growth when compared with last year in the e-tailing category

    Jewellery e-tailing registers 117% Y-o-Y growth

    By A Correspondent

     

    According to the Internet Economy Watch Report for February 2013, released by the Internet & Mobile Association of India (IAMAI), the jewellery segment clocked a 117 percent y-o-y growth when compared with the numbers of corresponding month last year in the e-tailing category. Branded Apparel category recorded 59 percent y-o-y growth with 6.73 million user visits in February 2013 as compared to 4.24 million hits in the corresponding period last year. The footwear and designer label segment registered a y-o-y growth of 23 percent and 13 percent respectively when compared with the number of online user hits from last year.

     

    Data captured from prominent e-tailing sites reveals a significant y-o-y growth of 39 percent in online user visit to mobile phone segment with 5.41 million hits in February 2013 as compared to 3.90 million in February 2012.  Online user visit for books which witnessed 2.46 million hits in February 2012 declined to 2.41 million in February 2013.

     

    While irctc.com registered 9 percent y-o-y growth in the e-ticketing segment, air tickets booked online in February 2013 were 0.95 million as compared to 0.91 million in February 2012, a 5 percent y-o-y growth. The monthly tracker reveals that the number of resume uploads has gone up to 1.09 million in February 2013 from 0.76 million in February 2012, whereas, the number of profile uploads on matrimonial websites has witnessed a significant y-o-y growth of 78 percent in February 2013. Profile uploads on matrimonial sites is 1.02 million in February 2013 as compared to 0.57 million in the corresponding month last year.

     

  • Max Bupa Walk for Health initiative was declared as a breakthrough innovation in marketing

    Max Bupa wins AIMA Global Innovation Award 2013

    By A Correspondent

     

    Max Bupa Health Insurance has been awarded the Breakthrough Innovation in Marketing Award by All India Management Association (AIMA) for Max Bupa Walk For Health 2012. The award was presented at AIMA’s 4th Global Innovation Conference among industry stalwarts.

     

    The Max Bupa Walk for Health is a unique initiative that has been encouraging thousands of Indians to walk for a healthier lifestyle. More than 18, 000 Indians in nine cities participated in Max Bupa Walk for Health 2012 and pledged to incorporate more walking into their daily lives.

     

    Manasije Mishra, Chief Executive, Max Bupa said, “It is heartening that Max Bupa Walk for Health has received industry recognition and it is a great achievement for a team as young as ours. Through this initiative we want to help our customers live healthier and more successful lives by making a small change in their lifestyle – walking. Max Bupa Walk for Health encourages people to adopt this simple and effective form of exercise.”

     

    AIMA Global Innovation Award is a competitive platform where brands across sectors competed on various innovation parameters. Max Bupa Walk for Health was chosen as the winner as it is the first time in the country that a brand has associated with the cause of walking and mobilized thousands of people to get healthier by walking more.

     

  • The EMM-Indraksh jv in India has appointed Pradeep Iyengar who was until recently with ICOM, a media agency in the Middle East and Saudi Arabia

    Pradeep Iyengar joins Indraksh EMM India as President -Indian ops

    By A Correspondent

     

    Pradeep Iyengar

    Senior media agency captain Pradeep Iyengar will helm the EMM-Indraksh jv in India. With this leading global media management and media audit firm EMM has further increased its establishment and commitment to its Indian operations. Mr Iyengar has over 17 year experience, having worked on both sides of the industry and is well-versed across a vast array of marketing sector verticals like- Retail, Telcom, FMCG, Automotive and Finance.

     

     

     

    Stephen White

    Commenting on the development, Stephen White, Chairman, EMM India and EMM International said, “Pradeep will be instrumental in helping to build EMM India as one of the leading Media Management and Media Audit networks in the nation today. With his expertise we shall commence an aggressive growth and development programme for 2013/2014. Pradeep’s passion for media accountability and his, commitment to our organisation together with his will to win are both relentless and stimulating.”

     

     

     

    Yuvraj Agarwal

    Said Yuvraj Agarwal, Co-founder & Director Indraksh EMM India Pvt. Ltd, “Pradeep Iyengar comes in line with our stated endeavour of scaling up our offerings and making media audit as a currency business module that will help both the media agencies and advertisers in bringing about the need for increased media transparency in the Indian market. He brings in the necessary domain knowledge to help EMM gain an ever stronger strong foothold in the Indian subcontinent.”

     

    Talking on his appointment, Mr Iyengar said, “With the media market evolving and with huge investments being made by the clients, I sincerely feel that the opportunity to serve the marketing fraternity in partnering them to ensure they extract full value for money. This is where professionally EMM specialises, it is a very exciting moment and I look forward to the challenges ahead.”

     

    Prior to this appointment Iyengar was the general manager  with ICOM, the leading media agency in the Middle East and Saudi Operations. He started his career with Contract and has worked with leading media agencies like- Initiative Media, Mindshare & Carat in senior capacities, he was also responsible for setting up the AOR for the Tata Group.

     

  • The move is aimed towards ensuring immediate action against advertisements which are not in the public interest

    ASCI introduces ‘Suspension pending investigation’

    By A Correspondent

     

    The self-regulatory body, Advertising Standards Council of India (ASCI) has introduced its new initiative, Suspension Pending Investigation (SPI). Advertisements that are seen as in serious breach of ASCI’s code, either being gravely obscene, indecent, vulgar or against public interest will now be required to be withdrawn immediately pending decision of its Consumer Complaint Council (CCC).

     

    ASCI has recently amended its Articles of Association to provide for “Suspension pending Investigation”. This is in line with the Codes of some of the other SROs like the Advertising Standards Authority of the UK. The new Article on “Suspension pending Investigation” states:

     

    “In exceptional circumstances, when it appears prima facie that an advertisement is in serious breach of the Code and it’s continued transmission on/ through/ by any medium causes or has the effect of causing public harm and/or injury or its continuation is against public interest, then ASCI would, pending investigation and decision by CCC, forthwith require the advertiser/ the advertising agency/ the media buying agency and the media concerned to immediately suspend the release of advertisement.

     

    “In the event of suspension of any advertisement in the manner as aforesaid, the CCC shall at the earliest and not later than 30 days from the date of the suspension, adjudicate whether or not the advertisement is in breach of the Code and pass appropriate order accordingly after giving a reasonable opportunity to hear to the advertiser whose advertisement has been suspended. This decision of the suspension is to be taken by the Chairman (or, in his absence, the Vice Chairman) of ASCI, in consultation with two members of the CCC.”

     

    Arvind Sharma

    Commenting on this initiative ASCI’s Chairman, Arvind Sharma said, “Suspension Pending Investigation is an important landmark for ASCI. It will ensure immediate action against advertisements that are clearly seen as against public interest. This initiative will go a long way in getting seriously offending ads removed immediately before they cause any damage to the consumers and society in general. We expect the advertising sector consisting of advertisers, ad agencies and media to support this very important initiative wholeheartedly to protect the interests of Indian consumers and general public.”

     

    ASCI has in the recent past taken other initiatives to speed up its decision making process. From monthly meetings of its CCC, it has moved to bi-monthly meetings. This has reduced the average complaint adjudication time from 45 days to 30 days. ASCI has also introduced the Fast Track Complaint Redressal process which provides decision against intra-industry complaints within seven days.

     

  • Cartoon Network, Film Kraft Productions and Toonz Animation have partnered to create four animated movie sequels based on the Bollywood movie Krrish

    Animated Krrish on Cartoon Network, soon

    By A Correspondent

     

    In a first-of-its-kind endeavour, Cartoon Network, Film Kraft Productions and Toonz Animation have partnered to create four animated movie sequels based on the Bollywood movie Krrish.

     

    A series of four movies will be created between 2013 and 2014, the first of which, titled Kid Krrish, will air on Cartoon Network on July 14, 2013.

     

    Siddharth Jain

    Siddharth Jain, Managing Director, South Asia, Turner International India Pvt. Ltd. said, “At Turner, our aim has always been to push the boundaries and deliver innovative and entertaining content across all our channels. Cartoon Network, the ultimate destination for fun and animation, will now be home to Bollywood’s biggest superhero in a whole new animated avatar. The Krrish franchise has been very well received by kids across the country and we are certain that they will be enthralled and excited to watch this adaptation of their superhero on Cartoon Network!”

     

    These movie sequels will follow the childhood adventures of Krishna (from the movie Krrish) who discovers that he can help people and save the world with the special powers bestowed upon him by Jadoo (from the movie Koi Mil Gaya). But in order to protect his identity and loved ones from the wrath of his enemies, he must don the mask of superhero Krrish!

     

    Rakesh Roshan, Director, Film Kraft Productions (India) Pvt. Ltd. said, “I have always pushed the limits by making different kinds of entertainment films and have always planned new strategies to promote them. Since Krrish 3 will be ready for release this Diwali, I wanted to revive the memory of Krrish with children and the newer generation who may have not seen Koi Mil Gaya or Krrish. I am happy to have collaborated with Turner, the oldest and most popular children’s channel in Asia and Toonz Animation, who are the best in creating animated content in Asia, to make this first of its kind animated film series, where a live action film is adapted to make animation series for television.”

     

    “The animated Krrish franchise are fun films that are guaranteed to be a visual treat with mass appeal. It is not every day that 11 year olds get to be super heroes! We are thrilled about partnering with the legendary Rakesh Roshan and Cartoon Network. This is a huge milestone as far as Toonz Animation is concerned,” said P Jayakumar, CEO, Toonz Animation India Pvt. Ltd.

     

     

  • R K Swamy BBDO was named 'Agency of the Year' at the Maddys awards show of the Ad Club Madras. The agency won four Gold, six Silver and five Bronze awards

    R K Swamy BBDO named Agency of the Year at Ad Club Madras’ Maddys

    By A Correspondent

     

    Navneet Virk

    On the back of winning 15 medals including four Gold, the most by any agency, R K Swamy BBDO was named ‘Agency of the Year’ at the Maddys awards show of the Ad Club Madras. The agency won four Gold, six Silver and five Bronze on work done for its leading clients. The awards were distributed on March 30, 2013 in Chennai.

     

    Navneet Virk, Senior Partner, R K Swamy BBDO, said, “We feel proud to win top honours across categories. We are fortunate to be associated with clients who appreciate our work and partner with us to consistently produce good work. Having the industry acknowledge and reward our work, is very gratifying.”

     

    R K Swamy BBDO won in the following categories:

    TV Product Category: Silver for Snickers; Bronze for ETA – Vestar A/C

    Events: Silver for Pedigree

    Rural: Gold for TAFE TV Commercial; Silver for TAFE TV Commercial.

    Public Service/Social Cause: 2 Bronze for Pedigree

    Digital: Bronze for R K Swamy BBDO 2013 New Year Greeting Jingle

    Print Service: Bronze for WeR4 pets.com

    Posters: 3 Gold for Moods Condoms and 3 Silver for Moods Lubes

     

    The jury of the Maddys comprised KV Sridhar of Leo Burnett, Ramakrishna Desiraju of Cartwheels and Pavan Padaki of Brand-comm.