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Tag: Amarjit Batra

  • The campaign features three films that will be aired on TV

    Spotify turns the spotlight on Diwali via latest ad films

    By A Correspondent

     

    Spotify has launched a series of ads that have been conceptualised and created by Leo Burnett India. The campaign features three films that will be aired on TV, along with amplification across priority digital platforms.

     

    Said Amarjit Batra, Managing Director for Spotify India: “Diwali is all about chores, family time, get togethers with friends, and new beginnings. We wanted our playlists and campaign to be as fresh and fun as what this festive season brings. It’s also a huge festival for our diaspora audiences and our playlists have been created keeping those users in mind as well. This is perhaps one of the most important cultural moments for our users and we want to ensure we are a part of all that they celebrate.”

     

    Speaking about the campaign, Rajdeepak Das, Managing Director India & Chief Creative Officer South Asia, Leo Burnett added: “With three billion playlists and the largest collection of party music to devotional songs, Spotify is going to be the first choice for music streaming this Diwali. Once again for this campaign we have brought together the magic of the always young and energetic Anil Kapoor and the talented Ishaan Khattar whose chemistry is like fireworks itself. Iss Diwali, Spotify Sunte Ja.”

     

     

  • Brand’s first multilingual campaign in the country wants users to ‘Keep Listening, Uninterrupted’

    Spotify announces its first national ad campaign in India

    By A Correspondent

     

    Following all the fun banter around its launch campaign, ‘There’s A Playlist For That’, Spotify is now live with its first TV-led marketing campaign in the country.  Actors Anil Kapoor and Ishaan Khattar have been roped in to feature as key protagonists in the ad films and stills; the campaign also includes the use of other channels, including digital and OOH.

     

    Said Amarjit Batra, Managing Director – India, Spotify: “Our insights highlight how music is an integral part of our users’ social and solitude experiences. Since our launch in India, we’ve engaged with our listeners based on how they experience music. The new campaign reinforces how seamlessly Spotify fits into their lives through availability of 50 million tracks, including the latest and most popular, access to 3 billion plus editorially, algorithmic and user-curated playlists, seamless integration across apps and hardware, and the ability to listen to music, regardless of what they’re doing – working out, cooking, or multi-tasking on their phone.”

     

    Added Rajdeepak Das, Managing Director India & Chief Creative Officer South Asia, Leo Burnett: “The youth in India often deals with the pressures of judgement, individuality, social norms, and more; in this chaos, music acts as a companion. In this campaign, Anil Kapoor makes a cool dad, who even in his 60s, is as young and energetic as a 20 year old. Ishaan as the son, is India’s new generation – full of energy and optimism. We had a riot of fun creating this campaign with both the brand and creative teams and Shakun Batra, the director. You can see the energy, and feel the vibe in the ads. We are very proud of this campaign, and are sure it is going to do great for the brand”.

     

     

  • The campaign has used hyper-localised outdoor and digital activations that are relatable, witty, and intend to encourage users to create their own playlists

    Spotify unveils maiden marketing campaign for India

    0By A Correspondent

     

    Spotify has unveiled its first campaign titled ‘There’s A Playlist For That’, a hyper-contextual OOH plus digital campaign born of the brand’s commitment to create deeply localised and personalised user engagements. The campaign – created by Leo Burnett – has been geo-targeted on the basis of cities, neighbourhoods, and important traffic intersections, with one liners that depict relatable life situations and hyper-local cultural nuances.

     

    Said Amarjit Batra, Managing Director – India, Spotify: “Every few kilometres in India, the cultural nuances change, which means that the same music can mean something entirely different to even those who live in the same city. Understanding this insight of the varying ‘when’ and ‘where’ led to the creation of our first marketing campaign in India, which communicates that we have playlists for our users, no matter what the moment “Spotify has 3 billion playlists, many of which have been made by the fans themselves. With this campaign, we have highlighted that strength and are also encouraging users to make their own playlists”, he added.

     

    Added Rajdeepak Das, MD India & Chief Creative Officer South Asia, Leo Burnett: “With so many curated playlists, Spotify has something for everyone; whatever be your mood – there’s a playlist for that. It is a fun execution of everyday life situations where things can go from good to bad, or bad to good but remember there is a playlist for that too. The strength of the campaign is that it is hyper – localised and the execution is not only city specific or area specific but even situation and local quirk specific.”

     

     

  • It's the new buzzword in marketing, but is it for real? We spoke to some speakers at last week's Content Marketing Summit

    Brand-building via Content Marketing

     

    Text and Videos by Santosh Jangid

     

    How critical is Content Marketing to the marketing and media fraternity. It’s growing in acceptance, was the broad verdict from a cross-section of the fraternity at the Content Marketing Summit Asia 2016 held in Mumbai last week. The third edition of the Summit saw over 300 delegates listen in to to a diverse set of speakers. Amarjit Batra, CEO of OLX and the  first keynote speaker, stressed upon the fact how content has become the most important element in marketing today. Sandeep Bhushan of also emphasised that the timing is perfect right now to explore content marketing. Flipkart’s Senjam Rajsekhar spoke on the Flipkart way of storytelling. Using Salman Khan’s dialogues from blockbusters, Ashish Patil of Yashraj Films conveyed how to be a “Sultan” of content marketing. And Rohtash Mal of EM3 Agri Services, the second keynote speaker, encouraged marketing professionals to find a strong purpose of their marketing activities.

     

    The conference hall started Summit Chairperson RP Singh’s opening address “I am personally satisfied with the response as we continue to raise the bar every year. Unlike other events, we focus only on great content with almost Zero sponsored sessions so that CMS Asia becomes a platform to learn for every one rather than a platform to sell services,” he said while announcing that next edition will be held at Delhi NCR.

     

    The CMS Asia awards in five categories were also announced on the same day. Y-Films from YRF walked away with Content Marketing Agency of the Year & Content Marketing Innovator of the Year awards. Brooke Bond’s Six Pack Band was declared Content Marketing Campaign of the Year, which was also created by Y-Films. Content Marketing Brand of the Year was awarded to Nescafe and comedian Kapil Sharma was declared Content Marketing Personality of the Year.

     

    Senjam Raj Sekhar, Head of Corporate Communications, Flipkart

    How does Flipkart use content to reach various stakeholders?

    The way we look at it is that every organisation has interesting stories within itself. stories of customers, stories of employees and stories of the organisation itself or stories on how the organisation is funded. We have a team of writers and storytellers who actually go and hunt for the stories and  who look at what are the stories that will be of interest to readers. We report on ground and we found a lot of customers from Jhumaritalaiya actually shopping on our website. So we send them to Jhumaritalaiya, spent a week there to find out why Jhumaritalaiya is shopping online and from the mobile phone and we found some very interesting insights there. So, essentially if there are stories inside the organisation, then it is our attempt to tell those stories.

     

    You have said that Flipkart generates a lot of clicks on LinkedIn and Twitter but not on Facebook despite your various attempts to promote your content there. Why is that?

    The kind of content that we have are more long form content. Short videos of say 20-30 seconds work very well on Facebook, short posts work very well but if you look at long form pieces of around 2000 – 3000 words, we find a more engaging relationship on LinkedIn and on Twitter. The clickthrough rates of LinkedIn and Twitter are much more higher, in fact 4-5 times higher than Facebook. So medium to medium it depends on whether you have short form content or long form content. If you have a lot of visual content, then you use Instagram.

     

    Manish Kalra, Chief Business Officer, Craftsvilla

    Would you say that content marketing has short-term or long-term gains?

    Content marketing is completely a long-term phenomenon and you may not get short-term gains. What you can get is how many repeat visits are you driving to your website, what is the stickiness of the users that you are getting in, how much content consumption in terms of pages view per visit is happening, is it increasing your time spend on the site. So that’s where content marketing becomes very important for e-commerce websites but if you are looking for short term results it’s not at all effective.

     

    How does one check if content marketing is working or not for the audiences. What are the parameters for measurement of efficacy?

    Some of the parameters are that it will not be direct e-commerce attribution but it will be more around stickiness, repeat visits and pages view.

     

    Do you think content marketing helps in brand-building or is it just one of the many things one needs to be doing in a marketing activity?

    It is a part of building and connecting with the user in the long-term. It is not a short-term phenomenon. It is something which every brand should do if they want to connect with the user on a subliminal way, in a non intrusive way, in a way that they would like to consume you than the way you would like to get consumed. It’s an important part of the overall marketing mix.

     

    What are the challenges in content marketing for Crafsvilla?

    In case of content marketing, because we are so niche we need to ensure that the right content gets curated. So, if some handicraft from Kutch, say it’s a dhokra art and then people don’t know what it is, I need to have an expert who can go in and curate, source and shoot that content. So that’s the challenge that we don’t find the right talent which is able to curate the right kind of content for us whether its video or written content but we are evolving and creating internal teams which can help us.

     

    Bianca Ghose, Chief Content Officer and Head – Content Marketing, HCL Technologies Limited

    What are the challenges of content marketing?

    For a content marketer, creating quality content is something that I think is a major problem area because what you need is partners who understands your business, understands your business goals and the marketing outcomes and understands your audience. Unless you’re able to map all these three together you are not going be able to generate content that cuts through and grabs attention. The second challenge that content marketers today in India and all across the world are facing is also how is it that they are optimising the content to make sure that it’s performing because at the end of the day those form of tools and methodologies to measure the performance of content don’t really exist. But to be able to say that, this is my white paper and this is the kind of engagement that it has generated is difficult because a white paper is not just a white paper. It could be in the form of a blog or it could be translated in the form of a brochure that goes up on the website. How do you measure all those interactions with your piece of content to ensure that you are really taking back to your CxOs the amount of engagement or sales cut through that it has generated? These two are the areas that we still need to figure out as content marketers.

     

    Does content marketing have any short-term gains or is it a long-term play?

    Content marketing has no short-term gains and I don’t think this a play that can happen in a couple of months. You need to be able to do content marketing seriously, consistently for months on end to be able to generate some kind of impact. Content marketing will be able to take you to places where your sales folks won’t be able to go to. You’re sales folks will be able to leave behind a content asset in a closed door meeting or if you’re able to put in your content into the social browsing habits of your customer or prospect. So content is definitely something that will generate returns to your business but it is something that you have to do well and consistently for it to start showing results.

     

    Do you think content marketing helps in brand-building or is it just one of the many things one needs to be doing in a marketing activity?

    Content is the heart of a campaign so if you’re talking about a brand strategy or a brand narrative without having your content or your message at the heart of it, you really have a piece of a hollow shell. A lot of content marketers and brand marketers start thinking about the platform before they start thinking about the content strategy which means that you’ve thought through the outer circle without really thinking about what is the message that I’m trying to push out, what is that conversation that I am trying to generate for my audiences. So, unless you’ve really thought through the content, the message, the articulation of that and then the platform you’ve really done it the other way round. So being asked the question or saying that is content important is redundant. The question is how do I do it right to be able to generate the kind of outcomes that I am expecting for my business.

     

  • The engaging digital campaign spans across desktop and Mobile for OLX

    SMG Convonix creates digital campaign for OLX

    By a correspondent

     

    SMG Convonix, leading integrated digital marketing solutions company and part of Starcom MediaVest Group has come up with a unique integrated experiential digital media campaign for OLX “Phone ko banao SELLphone”. OLX, in a marketing campaign across TV, radio, and outdoor, is promoting a new concept of ‘sell-phone,’ focusing on three core communication points click-upload-sell.

     

    The digital ad campaign by SMG Convonix trendily allows the users to sell off household things virtually by just experiencing this innovation on Web though their mobile phones. This mobile sync web campaign goes live on Yahoo and MSN from 4th and 5th June respectively.

     

    Women have always been an integral part of the brand communication at OLX. With ‘Phone ko banao Sell-Phone’ OLX celebrates the individuality and independence of the new-age Indian woman. The campaign displays OLX mobile App as a tool of empowerment for women, allowing them to earn money, and unclutter from the convenience of their homes.

     

    Commenting on the innovation, Amarjit Batra, Chief Executive Officer, OLX India, said, “The current campaign “Phone ko banao SELLphone” stemmed from the insight that it is easier to use a classifieds platform from a mobile phone than a desktop PC. The campaign tries to highlight that online selling is fun and convenient”.

     

    “This innovation is an attempt to deliver the joy of selling through mobile, and displays the ease of the OLX mobile App. With this campaign we intend to give our users the best possible user experience,” he further added.