MxMIndia

Tag: Anjali Malthankar

  • Tonic Worldwide’s HI+AI insights division ‘Gipsi’ shares insights and implications for marketers which will help decode the Covid lockdown

    Gipsi study decodes consumer preferences during Covid-19

    By A Correspondent

     

    Gipsi, the HI+AI insights division of Tonic Worldwide, has published insights and implications which attempts to decode consumer behaviour amidst the Covid-19 lockdown. The data sources are multiple – from Gipsi’s panel across metros, digital conversations, interests and searches have been analysed with unique perspectives giving actionable insights.

     

    According to the report:

    1. India has leapfrogged into online life during the Covid-19 lockdown, right from online grocery shopping (32 per cent increase in interest compared to pre-lockdown), working online (313 per cent increase in interest), WhatsApping (40 per cent increase), banking (4 per cent increase in interest, paying bills to even praying online (73 per cent increase in searches)!

    2. Consumers are not living in the present. Past and future escapes are how the consumers are dealing with the lockdown. There is 60 times higher viewership for DD during lockdown due to #oldshows which are indulging the consumers in nostalgia. And looking for motivational content for hopeful future

    3. HQ (Hygiene quotient) is top of mind with 108,579 conversations around it and 643 per cent increase in ‘how to wash hands’ searches. Post covid all brands will have to pass HQ test

    4. India is introduced to WFH and it is here to stay. WFH memes searches increased to 27 per cent.

    5. There is cooking debut happening in each household. A new TG with respect to cooking is ready to be addressed post ‘covid lockdown’.

    6. How will you differentiate video content post covid- with its ‘greeting gesture!’ Indians are taking pride in ‘Namaste’ going global

    7. Learning is big on the agenda. 22per cent increase in searches for free online courses, 108 per cent increase in online training platforms. New skills and knowledge upgradation is here to stay as WFH becomes part of the work culture

     

    Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, said: “In such sensitive times every move of a marketer will go through scrutiny from consumers. Data science should be looked at as a big boon in times like these. Just tracking weekly numbers will be a mere waste of the data. Brands will have to go beyond using data just for performance metrics and seeing digital as just an extension medium. They will have to consciously invest in ‘actionable insights’ not just ‘data’.”

     

    Added Anjali Malthankar, National Strategy Director at Tonic: “Brands in the time of Covid need to prepare for the ‘Post Covid lockdown World’ and not just worry about how to engage topically. Lockdown has forced Indian consumers to leapfrog and embrace digital, brands need to be ready for this. Digital is a very measured medium, any marketer’s dream come true. The most important step to taking your brand digital is to first, take your consumer understanding digital!”

     

     

  • According to the report, women are taking the lead in gifting their partners

    Tonic Worldwide arm reveals actionable consumer insights for V-Day

    By A Correspondent

     

    Gipsi, the AI + HI division of Tonic Worldwide, has released a report highlighting actionable insights from the digital data universe basis a comparative trend over the last three years for Valentine’s Day.

     

    Key highlights from the report:

    According to the report, women are taking the lead in gifting their partners. Compared to 2018 where searches for ‘gifting for him’ were 50 per cent vs searches for ‘Gifting for her’, 2019 saw the search volumes grow to 55 per cent exceeding searches for ‘Gifting for her’ which dropped to 45 per cent. The growth continues this year. While brands have been targeting women for gifting men, we will see an increase in spends for targeting women.

    Searches for ‘Valentine’s Day ideas’ has declined by 21 per cent from 2017 to 2019. However, there was an increase of 26 per cent in Valentine’s day events from 2017 to 2019, whereas, Valentine travel and destination was buzzing with a 33 per cent rise in 2019 searches for travel offers and deals around the special day.

    There was also a 67 per cent rise in searches for eco-friendly gifting options from 2017 to 2019, which is expected to grow by 30 per cent this year. In social conversations love for each other is expressed through love for green.

    An increase in gay valentine searches by 29 per cent from 2017-2019 shows that there is high awareness around the LGBTQ community, and it is likely to be higher this year. There is a significant chatter around the LGBTQ proud and out expressing their wishes for the V-Day

    Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, said: “Brands are constantly struggling today on making actionable implications from data.. With our Valentine day snapshot, we attempt showcasing how simple data points can change perspectives and focus areas for brand, business and communication.”

    Added Anjali Malthankar, National Strategy Director, Tonic Worldwide: “Gipsi is agile and adapts to multiple data points. It identifies the under currents and also validates them through various data points. The biggest insight for 2020 Valentine for me is that Valentine is being used for larger purposes – Green, LGBTQ, spreading love to fight Social media’s toxic sentiment. This in my mind is a rise of Valentine’s day in our country where it was seen as a western concept and had become a target for political agendas.”

     

     

  • Over the past three years, she has been an independent consultant for leading advertising and research firms

    Tonic ropes in Anjali Malthankar as NSD

    By A Correspondent

     

    Tonic Worldwide has appointed Anjali Malthankar as its National Strategy Director in India. Malthankar brings with her fourteen years of experience in the advertising industry – developing deep insights, building brands and understanding the art of decoding human behaviour.

     

    Prior to Tonic, she has worked with various agencies, such as Ogilvy & Mather, Law & Kenneth, DDB Mudra, Leo Burnett Orchard and Madison BMB. In her last full-time stint, Malthankar was leading strategic planning at Madison BMB. Over the past three years, she has been an independent consultant for leading advertising and research firms.

     

    Commenting on the appointment, Chetan Asher, Founder & CEO, Tonic Worldwide, said: “We are delighted to have Anjali on board with us. Anjali fuels our ambition to build communication that is human centric and her deep understanding of Indian consumers and cultural insights will balance our tech led future focused approach.”

     

    Talking about her new assignment, Malthankar said: “I am excited about sharing, learning and working with the young and energetic talent and proud to be part of a great leadership team. I really admire their people-centric approach in an industry where there is a high attrition rate and client relationships are short-term. Looking forward to shaping brands and cracking insightful work in a fast-paced digital world.”