Category: Top Stories

  • IAB Tech Lab launches Accountability Platform

    IAB Tech Lab, the global digital advertising technical standards-setting body, has announced the launch of Accountability Platform, a technical audit framework designed to help businesses deliver greater transparency in using personal data for addressability.

    As per a communique, companies that pass and receive data to support personalized advertising can leverage the Accountability Platform to audit that their business partners are honouring consumer-provided consent signals throughout the supply chain. This includes brands and publishers, supply-side and buy-side technology companies, identity resolution technology providers, other third-party data providers, processors, and data collaboration solutions (aka clean rooms).

    Said Anthony Katsur, CEO, IAB Tech Lab: “Compliance without assessment is a promise unfulfilled. The goal of the Accountability Platform is not only for companies to be able to say they are adhering to the privacy choices of consumers but to be able to prove it through a normalized set of compliance data usable for self-assessment, and third-party assessment. Without consistent and widely accepted accountability measures in place concerning the disclosure of consumer privacy preferences in digital advertising, there is a risk that organizations may only fulfil their obligations superficially, leaving room for non-compliance or unethical practices.”

  • Dentsu mandate for TTK Healthcare expanded

    TTK Healthcare has expanded the mandate for Dentsu Creative India. The agency will now manage the social media and media duties for three of its brands – Skore, Eva and MsChief. The account will be serviced from the agency’s Mumbai office.

    Speaking on the win, Arjun Siva, DGM – Digital Marketing & eCommerce, TTK Healthcare said: “We are delighted to extend our relationship with Dentsu Creative and add MsChief to the set of brands that we partner on with them. We’re confident their proven expertise and consolidated creative and media strengths will help us enhance our digital presence and drive business for our brands.”

    Added Sahil Shah, President – Digital Experience, Dentsu Creative India: “With this consolidation, we have further solidified our position in strengthening TTK Healthcare’s digital efforts. And, for us, the most exciting part is that we are able to see through end-to-end digital – creative, media, and data included – for these ambitious challenger brands. I am extremely confident that we will deliver both brand and business results through the power of integrated digital for TTK Healthcare brands.”

    Said Manika Juneja, Managing Partner – Digital Experience, Dentsu Creative: “We are ecstatic to strengthen our collaboration with TTK Healthcare! Our journey began with Skore and Eva, and now, with the addition of MsChief, we are truly grateful. Our team is poised to inject integrated digital excellence into these brands, ensuring they not only stand out but thrive. The ongoing partnership promises exciting success, and we look forward to achieving new heights with TTK Healthcare as our valued partners.”

     

  • Mallika Sarabhai & Nexion enter into a three-year partnership

    Nexion, the Indo-Italian company in the production of sintered stone, entered into a sponsorship agreement with the Darpana Academy of Performing Arts in Ahmedabad, India. This collaboration was proposed by Mallika Sarabhai, an internationally renowned activist, prestigious actress, and celebrated dancer in Indian classical dance. Sarabhai and Nexion decided to form a three-year partnership to sponsor an artist residency at the Darpana Academy.

    Said Luca Majocchi, CEO, Nexion: “Since its inception, we have brought the Italian way of doing business to India. With our commitment to societal contribution, we seamlessly align with Darpana Academy, celebrated for its rich legacy in promoting art and culture. Massimiliano’s participation in the residency further underscores our shared dedication and efforts. This commitment extends to our core values, where we prioritize people’s well-being through the consistent delivery of high-quality products. Our holistic approach interweaves cultural exchange and community well-being, creating a meaningful connection between our values and endeavours.”

    Added Sarabhai: “Working on Macbeth with Massimiliano was a delightful experience. His diverse background as a theatre director, film maker, and puppeteer aligns well with the varied artistic fields at Darpana. The synergy between our culture and artistic approach allowed for the emergence of new and exciting elements during the collaboration.

  • NBA launches of ‘Nets for Change’

    The National Basketball Association (NBA) has launched ‘Nets for Change’, a new campaign to repurpose discarded underwater fishing nets at basketball courts in India. The discarded nets, which pose a threat to marine ecosystems, are being repurposed as basketball nets at courts that are missing a fundamental element of the game – a functional net.

    In collaboration with Publicis Communications, Middle East and Africa, the pilot project launched at a school in Mumbai with plans to expand to other markets. The league and Publicis are working closely with seaside communities in Mumbai to retrieve abandoned fishing nets, which are then transformed into durable, eco-friendly basketball nets.

    Said NBA India Head of Marketing Murtuza Madraswala: “The launch of ‘Nets for Change’ reflects our commitments both to environmental responsibility and to growing basketball across India. Discarded underwater fishing nets pose a significant environmental threat, and through this initiative we will give these nets a new purpose, so that aspiring players have higher-quality courts where they can come together to play the game.”

  • Flipkart Health+ & Lowe Lintas unveil campaign

    Flipkart Health+, the digital healthcare marketplace platform, rolled out an new advertising campaign in collaboration with Lowe Lintas. This campaign aims to establish Flipkart Health+ as the preferred platform for online medicine purchases in Uttar Pradesh (UP).

    The campaign created by Lowe Lintas Bengaluru showcases Flipkart Health+ as the go-to platform for all medicinal needs with a localised touch.

    Speaking about the campaign, Dhruvish Thakkar, Head of Marketing & Growth at Flipkart Health+, said: “Within a short span of two years, Flipkart Health+ has established itself as one of India’s most trusted online pharmacy brands that is solving for affordability and accessibility across India. We’re excited to strengthen our presence in Uttar Pradesh through offers and initiatives that elevate customers’ experience and position Flipkart Health+ as a reliable healthcare partner. Through the campaign, we aim to underscore UP as a priority market for Flipkart Health+.”

    Added Arpan Bhattacharyya, Executive Director – Head of Creative, Copy (South) at Lowe Lintas Bengaluru: “As UP is a priority market for Flipkart Health+, we dug into the colorful fabric of the land and came up with characters who could deliver the message with a signature punch. We kept the messaging simple and to the point. And then turned it over to the magical duo of Saurabh Shukla and Sparsh Srivastava who added more than just a dose of swagger to the campaign. Hopefully, it’s just what the doctor ordered!”

  • AbhiBus rolls out campaign

    AbhiBus, an online bus-ticketing platform, has launched an ad campaign that celebrates the thrill of last-minute adventures and unexpected travel plans. The series of four ads showcases the ease and convenience of planning spontaneous journeys through the AbhiBus app.

    Speaking on the campaign, Rohit Sharma, Chief Operating Officer of AbhiBus, said: “In today’s fast-paced world, we understand that the desire for spontaneous travel experiences is on the rise. Our new ad campaign embodies the essence of these impromptu adventures and highlights how AbhiBus is here to make them effortlessly possible.”

  • Shemaroo Entertainment expands DCB Services

    Shemaroo Entertainment is expanding in the global telco, ISP (Internet Service Provider), and OEM (Original Equipment Manufacturer) landscape by collaborating with four international telecom operators to extend its OTT platform, ShemarooMe. In this strategic move, it has effected partnerships with Zain, STC, and Mobily in Saudi Arabia, along with Vodafone in Qatar, facilitated by DCB (Direct Carrier Billing) partners, 3A net and one97 communications.

    Said Saurabh Srivastava, Chief Operating Officer – Digital Business at Shemaroo Entertainment Ltd: “Shemaroo Entertainment takes immense pride in advancing our content’s global reach. Our venture into new territories through partnerships with fourinternational telecom operators is a noteworthy step in this endeavour. This strategic move not only broadens our reach but marks a significant milestone in our mission to bring diverse and quality entertainment to audiences worldwide. We anticipate further collaborations as we persist in our global expansion journey.”

  • A Family’s DIY Experience

    A Family’s DIY Experience

    Sanjeev KotnalaThe Ikea experience is more than just assembling furniture; it is a fascinating, engaging experience reshaping how we perceive DIY craftsmanship. No doubt IKEA is changing the furniture space one piece at a time.

    DIY, short for Do It Yourself in furniture assembly is new to Indian customers. For us, fully assembled, no-nonsense furniture is the norm. And if they are to be made at the site, the seller must better send the carpenter to do it. Our apprehension and discomfort associated with assembling furniture stem from unfamiliarity, perceived complexity, and concerns about potential damage.

    However, it is not so tough for a well-informed and slightly more confident – mainly from the new generation. Ikea had given wings to it.

    So here is what happened when our family tried it out with a simple three-drawer cabinet during the weekend.

    My daughter identified it (the three-drawer cabinet) on the Ikea site, saw it at the Ikea shop and then ordered it for delivery at home. We all thought that it should not be complicated.

    The assembly was in a slim, minimalistic, safe, and robust packaging. Something that one did not associate with e-commerce. The unboxing ceremony was eventless, but soon all the elements were on the floor.

    There was an immediate urge to start assembling it. How tough it could be?!

    The initial optimism soon gave way to a realisation – the task was more intricate than anticipated. Different-sized panels with varied holes, grooves suggesting interlocking parts, and an assortment of screws confronted us. A 3D puzzle with eight different types of screws, locks, and holders was before us. The initial thought was to call professional help, and UrbanClap sounded the best option- till someone discovered the assembling booklet.

    And the family decided that we would try it out and make the whole thing.

    This booklet was the saviour of the situation. However, there were no words but pages after pages demonstrating some 38 steps to follow. Simple sign language of pointers and crosses and tick-marks. Instruction to match the dots on the board with the screw number that would go in there. I would call it idiot-proofed, ensuring that even beginners could navigate the assembly process effortlessly.

    There was no way things could go wrong.

    The challenge arose when our tools at home were far from Ikea’s specific requirements. There was no star-headed screws and even a hammer. So, the juggad tendency took over, and the innovative solutions of using a knife and spoon and such items from the kitchen took over. And as for the hammer, the back of the screwdriver and belan took over.

    So, we started the family activity- the best part of the whole process.

    Everyone joined in. What followed was a delightful family activity lasting about three-and-a-half hours, punctuated by a well-deserved 30-minute tea break. Each family member played a unique role. The daughter took the lead in understanding and reading the manual. I took the role of macro directing, and my wife, who is not so mechanically inclined, took charge of putting the pieces together. The process was not just about building furniture; it was a lesson in understanding structural connections, channels, and lock-ins.

    The family members learned how things are held together, about channels and lock-ins. They truly admired the thought that has gone into designing every piece of DIY structure. More, so at the end, get up to say- not that harsh- not so bad- brilliant.

    It was joyful and playful working together. The family had its first DIY Ikea three-chest drawer that worked, and there were wild cheers when the drawers actually worked. The smiles and satisfaction that accompanied the completion of our first DIY Ikea three-chest drawer were invaluable.

    I believe such events help strengthen the family bond. And I suggest some offices take it as a bonding exercise.

    I may use a somewhat complex DIY structure in my workshops. Ensure that teams get different pages of the manual so that, in the end, they can derive new learning of coordinated, cooperative teamwork. The client would also get a fresh piece of furniture in the process.

    Our family thoroughly enjoyed the Ikea DIY adventure, and we’re eager to explore more projects in the future. So, try it out whether you’re a seasoned DIY enthusiast or a novice contemplating furniture purchases.

    Maine Ikea Kiya – Kya Tumney Kiya? Take the plunge into the DIY world, and you might discover not just furniture but a new way to bond and create memories with your loved ones.

  • SBI Life rolls out campaign

    SBI Life Insurance has unveiled a campaign to emphasises the importance of securing the financial future of loved ones.

    Said Ravindra Sharma, Chief of Brand, Corporate Communication & CSR at SBI Life: “SBI Life remains at the forefront of comprehending the evolving needs of today’s consumer. The surge of the need for ‘responsible ambition’ continues to captivate individuals nationwide, where the coexistence of personal dreams and family responsibilities is becoming a societal norm. This campaign serves as more than a mere directive; it embodies the essence of trust and reliability that SBI Life is known for. We stand as enablers, encouraging individuals to pursue their dreams with the assurance that their loved ones and responsibilities are secured. Our ongoing campaign humbly celebrates the balance between personal ambitions and family responsibilities, reflecting the enduring values of trust, reliability, and commitment that define SBI Life.”

  • IAA to open doors to the Meta office

    The Indian Chapter of the International Advertising Association (IAA), has announced its next event for its Young Professionals (YP). On February 16, IAA’s Young Professionals will get a chance to visit the Meta office and interact with professionals from the social media giant.

    During this three-hour event, Meta professionals will discuss trends that they see in advertising in 2024, the best practices for advertisers using it, and also possible career options with them. Post the presentations, the Meta team will engage with the attendees during high tea.

    Said Avinash Pandey, President, IAA India Chapter: “The IAA Young Professionals membership is a fantastic platform for young professionals to connect, learn, and thrive in this ever-evolving world. Through this event with Meta, we aim to help educate them on how the social media giant functions, how it can be used to build  brands, and also most importantly what it offers for those looking for roles within the company.”

  • Angel One launches campaign

    Angel One, the fintech player, has launched a new campaign titled #RahoHameshaSuper.

    Said Prabhakar Tiwari, Chief Growth Officer, Angel One Limited: “RahoHameshaSuper is more than just a campaign; it symbolizes a crucial milestone. The campaign spotlights the full potential of the A1 SuperApp, empowering investors and traders with fast, secure and reliable experience. We have packed the campaign with relatable messages under #AbSamjheKyonHainSuper, specifically targeting Gen Z and young millennials. By showcasing the app’s unique features and benefits, we are expecting a significant  boost in the brand consideration scores and facilitate our growth strategies.”

    Added Dinesh Thakkar, Chairman & Managing Director, Angel One Limited:  “Angel One is actively embracing innovation and technology within the SuperApp framework, catering to the requirements of all demographics. As Angel One pivots through the dynamic fintech landscape, our dedication remains steadfast towards our North Star – empowering a billion lives with leading-edge solutions and create the most trusted fintech brand.”

  • Confiance secures mandate for Uengage

    Confiance Communications has acquired the PR mandate for Uengage.

    Speaking about the partnership, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said: “We are thrilled to embark on this journey with Uengage as their strategic communications partner. Our primary focus is on fostering visibility for Uengage’s tech prowess as they tackle the most-daunting challenge of the online food delivery landscape head-on. Considering the low margins restaurants operate on, Uengage’s proposition is a gamechanger for them and we aim to amplify their vision amongst stakeholders, for maximum impact. Aligned with the brand’s PR objectives, our campaigns will majorly target restaurant owners, F&B brands, and existing and potential collaborators in this domain.”

    Commenting on the partnership, Sameer Sharma, Founder, Uengage, added: “This collaboration with Confiance marks a pivotal step for Uengage, towards amplifying our vision in the market. This strategic partnership reflects our commitment to effective communication. Together with Confiance, we aim to elevate our brand share of voice, and reinforce our position as innovators in empowering hyperlocal D2C businesses through technology.”