MxMIndia

Tag: Arun Sharma

  • India is the fastest growing amongst Top 20 ad markets globally, notes the mid-year report from IPG Mediabrands

    Achche Din for Adspends, says Magna. To grow 12.5% in 2018

     

    By A Correspondent

     

    Magna appears bullish on adspends in India. The forecast made in December 2017 said the growth in 2018 would be +12.1%. Now, the mid-year or Spring 2018 update says that the growth will be +12.5%. The year 2017 was a roller-coaster ride because of two radical economic initiatives – currency exchange and the rollout of the Goods and Services Tax, notes the report from Magna. “Both were aimed at modernising the economy and the tax system but created short-term disruption. However there is now consensus building on the recovery from these temporary disruptions and IMF forecasting the growth to rebound in 2018 to 7.4% and 7.8% in 2019 (6.7% in 2017) is a positive sign for the market. India remains the fastest-growing market among large developing countries in Asia. Meanwhile consumer price inflation will accelerate, from +3.6% in 2017 to +5% in 2018 and 2019.”

     

    On the back of a good monsoon, the higher minimum support price for crops has increased the farm income and thereby boosting consumption in rural markets, the report notes, adding: Consumers will also benefit from the lower tax incidence post GST. This rationalizes FMCG, Retail and Automobile categories investments in these markets. Government push for finance banks in small towns and infrastructure spending will aid durable category to increase penetration. Digital infrastructure is helping e-commerce expansion to smaller markets and making it easy for brands to reach out to this consumer set. In this context, Magna escalates its autumn projection slightly from +12.1% to +12.5% in 2018. The ad market re-accelerates, after slowing down to single-digit growth (+9.8%) in 2017.

     

    Said Hema Malik, COO, Lodestar and Managing Director, Magna: “At a 12.5% growth India is the fastest growing country amongst the top 20 ad markets globally. Boosted economy especially in smaller towns and rural markets expand the grounds for consumerism across categories.  These markets will offer newer versions of regional media platforms leading to acceleration in Media growth… It is heartening to see a promising print growth with a regained confidence in Print from IRS finding adding 110 million new readers. Contrary to global trends Print is here to stay in India.”

     

    Added Arun Sharma, COO, Initiative and Managing Director, Magna: “Globally the growth in advertising spends is better than earlier projections. India at 12.5% would be the fastest growing market among all the large economies in 2018 with Digital followed by TV be the growth engines. India is probably the only exception where Print is still growing despite double blow of demonetization & GST rollout. It’s expected to show better growth in 2018 versus last year due to higher government spending, good monsoon and higher economic activity.”

     

    Said S Venkatesh, EVP, Director Intelligence at Magna: India advertising sales reached INR 600 billion in 2017 ($9.3bn) and will grow to INR 680 billion this year ($10.4bn). Anticipate even stronger growth in 2019 due to the combination of an accelerating economy, broader access to digital media, general elections and Cricket World Cup.

     

    Digital provides impetus to overall growth by contributing close to 40% of the incremental advertising rupee. Digital represents 19% of total advertising budgets currently and will touch a quarter share of media growing at CAGR of +22.6% by 2022. Retail, BFSI, FMCG, Telecom and Auto are major contributors to the growth. In 2018, the medium will grow +27%. As massive increase in Smartphone users and data consumption is witnessed, the market unanimously looks forward to digital ratings (EKAM) from the TV ratings body (BARC).

     

    Television remains insulated from temporary economic policy implementation hiccups thanks to continued support from FMCG advertisers. TV still represents a significant 40% share of total budget growing at +12.2% in 2018. Furthermore, while digital takes the headline in every forecast, Television through 2022 will expand at CAGR of +11.9% and holding onto its share.

     

    Print media struggled the maximum in 2017 with both newspapers and magazines advertising sales declining significantly (+2.4% in 2017 Vs 6.2% in the previous year) because of the structural reforms. However in 2018, the medium will see significant growth expansion as the market recovers. Elections in large states, as national polls loom political parties are setting the stage for the aggressive campaigning and Government spending on publicity will push the print growth to +6.1%. The war between Print and Digital intensifies and by 2022 both will draw equal share of advertising budgets.

     

    Radio will be the third fastest growing media with a 5-year CAGR of 11% through 2022. Broadcasters have started launching stations won during Phase III auction and this will expand the listenership base and revenues will go up both organic and in-organic terms.

     

    While OOH will see high single digit growth of +8.7%, medium continues to be data scarce and shall remain a 3-4% share media. Government’s thrust towards infrastructure growth in T2 and T3 cities will widen the OOH landscape

     

    Key Figures:

    1. Media Owner Advertising Revenue Growth Forecast – Key Markets

    Key Markets 2018 ($ Bn) 2017 2018 2019
    United States 206.6 3.3% 6.4% 2.0%
    China 69.2 9.1% 10.3% 8.0%
    Japan 38.9 2.7% 2.8% 2.0%
    United Kingdom 24.8 5.2% 6.1% 3.3%
    Germany 24.1 3.5% 2.5% 2.4%
    Brazil 16.4 7.7% 12.6% 8.8%
    France 12.7 2.7% 2.9% 2.3%
    Australia 12.4 3.3% 3.0% 3.7%
    Canada 11.7 5.5% 5.0% 3.5%
    India 10.4 9.8% 12.5% 13.2%

     

    2. Media Owner Net Advertising Revenues (NAR) Growth

    NAR 2017 2018
    Growth Size (INR Bn) Growth (June 18) Growth   (Dec 17) Growth (change) Market    Share
    TOTAL OFFLINE 6.5% 546.4 9.5% 9.4% 0.0% 80.6%
    Television 10.0% 274.4 12.2% 12.2% 0.0% 40.4%
    Print 2.4% 212.2 6.1% 6.0% 0.2% 31.3%
    Radio 5.4% 22.8 10.0% 10.0% 0.0% 3.4%
    OOH 7.7% 37.0 8.7% 9.7% -1.1% 5.5%
    TOTAL DIGITAL 28.7% 131.9 27.0% 25.2% 1.8% 19.4%
    Mobile 73.0% 60.9 54.4% 53.9% 0.5% 9.0%
    Desktop 11.3% 71.0 10.3% 10.4% -0.2% 10.5%
    Search 20.2% 36.1 15.3% 15.3% 0.0% 5.3%
    Video 26.9% 22.4 32.7% 32.7% 0.0% 3.3%
    Social 62.1% 39.7 44.0% 44.0% 0.0% 5.9%
    GRAND TOTAL 9.8% 678.3 12.5% 12.1% 0.4% 100.0%

     

  • He will continue to be Managing Director of Magna

    Arun Sharma is now COO, Initiative

    By A Correspondent

     

    The IPG Mediabrands-owned full-service media agency Initiative has announced the elevation of Arun Sharma to the role of Chief Operating Officer (COO) for Delhi.  Prior to this, as Senior Partner of Initiative, Sharma played a pivotal role in spearheading the Reckitt Benckiser account. Last year, Sharma was also given the additional mandate of IPG Mediabrand’s newly launched unit Magna and was named Managing Director of the division.

     

    Said Vaishali Verma, CEO, Initiative: “We couldn’t have found a better person for this position as he is one of our own and has been leading the RB business for the last 4 years with many industry and RB India firsts. Also, Initiative as an agency believes in growing brands through culture, something that Arun has led from the front with creating a successful asset as Banega Swachh India for Dettol.”

     

    Talking about the new role, Sharma said: “Indian media industry is going through very exciting times. Initiative with its strong brand equity, perfect mix of large and reputed global and local clients, cutting edge tools and techniques, strong product offerings, talented and driven bunch of people is best poised to serve its client in this dynamic market scenario. In my new dual roles as COO Initiative Delhi and MD of Magna, my key priority would be to help our clients grow their business by leveraging our expertise, strategic use of our tools, by implementing our global learning and dominant scale in media. I am extremely excited and looking forward to the bigger challenge that I have been given, supported by a great team on ground.”

     

    An alumni of MICA, Sharma started his career with Madison in 1998 as Strategic Planning Supervisor for the Coke Business. In 1999, he moved to Universal McCann as Associate Media Director and handled businesses like Nestle, L’Oreal and Gillette. In 2003, he had a brief stint with Mediacom following which Sharma moved to the client’s side and joined Bharti Airtel as DGM Marketing. Following a stint of 11 years, in 2014, Sharma quit Bharti Airtel as VP Marketing – Head Media (All Business, South Asia) and moved to Initiative as Vice President – Reckitt Benckiser Business Head.

     

     

  • But buying at IPG Mediabrand agencies will continue to also be led by individual teams

    IPG Mediabrands launches Magna in India, to spearhead centralised buying…

     

    By A Correspondent

     

    IPG Mediabrands, part of the Interpublic Group of Companies, Inc, has launched Magna in India. Magna is the centralised IPG Mediabrands resource that will develop intelligence, investment and innovation strategies for agency teams and clients. The agency will utilise key insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

     

    IPG Mediabrands India will roll out Magna  in India from August 2017. Two senior IPG Mediabrands captains, Hema Malik, COO, Lodestar UM and Arun Sharma, Managing Partner, Initiative, will become joint heads of Magna  in India in addition to their current roles.

     

    While insights and forecasts are key, what’s noteworthy is that Magna will aggregate spends across all IPG agencies to drive beneficial rates and maximum value for the clients. With $37 billion of clout in the global market, and $17 billion in the US, Magna will control not just the price but also the quality of the clients’ investments. Magna’s Sports & Live Events is the dedicated sports investment division that manages media spends on behalf of the clients across all sports and entertainment outlets.

     

    So will Magna be like the Central Trading Group of GroupM? No, we were told by an industryperson. In fact buying at IPG Mediabrands agencies will continue to also be governed by individual agencies and/or client teams. Magna will however leverage better pricing for key and large clients. There will be no buy-and-sell or bulk-buying.

     

    Meanwhile, as data and technology continues to transform the advertising and marketing industry, the Magna Innovation team will  identify, understand and activate new media buying approaches, notes a communique. Magna Intelligence, on the other hand, is an information repository on advertising and media. Magna’s ad forecasts are published regularly, including by MxMIndia.

     

    Said Shashi Sinha, CEO, IPG Mediabrands India: “We spent the last five years integrating and aligning the IPG Mediabrands businesses in India and in the process we have consolidated ourselves at the second largest media investment network in the country. Going forward, our aim is to make IPG Mediabrands the most sophisticated and cutting-edge media holding company in India. Therefore it will be our endeavour to bring in new line of global services to the country that will deliver better results for our client’s businesses,” adding: “While we have firmly placed ourselves as the #2 media network in the country, the ambition is to further improve our market share in India. One of the ways of doing that will be launching the most advanced and pioneering services in India that will help us transform the entire media business in India.”

     

    Talking about the launch, Hema Malik, said, “I am extremely charged up on this new responsibility.  Our scale backed by market intelligence and strong relationship will give us a competitive advantage in the dynamic media marketplace.” Added Arun Sharma:“There is lot of latent potential within the agency that’s going to be unraveled with launch of Magna for the betterment of the whole ecosystem, i.e., our clients, media partners and the agency. I believe the timing is just right and I am absolutely delighted with the new responsibility.”

     

  • The TVC urges the consumer to keep fresh breath handy with "Taazi saans, hamesha rakho paas"

    Center Fresh takes brand proposition further in latest campaign

    By A Correspondent

     

    Center Fresh, Perfetti Van Melle India’s flagship chewing gum brand, started the journey to establish fresh breath platform in 2015, with the introduction of an improved product and a communication campaign with a new tag line ‘Chali Hawaa Mastaani’.

     

    To further establish the fresh, cool breath benefit, PVM India and Ogilvy have together developed a new campaign for the brand. The campaign builds on a key consumer insight that people often come across unexpected interactions with others which call for a conversation. Handling the same in a confident manner is crucial for making those interactions work. And it is such moments wherein being fresh breath ready will surely come in handy.

     

    The new commercial tells a sweet and enjoyable, everyday story of a young boy, who has an unexpected visitor at the door, a beautiful girl. The girl at the door is looking for someone, who unfortunately doesn’t live there. But the guy decides to tell her so only when he is sure that he is ready to answer in the best possible way – with a mesmerising fresh breath, courtesy Center fresh. The TVC urges the consumer to keep fresh breath handy with “Taazi saans, hamesha rakho paas”.

     

    The new campaign is on air from 14th February 2017 and will air across all major national and regional channels as well as on digital media.

     

    Commenting on the campaign, Anurag Agnihotri, ECD, Ogilvy, Mumbai, said, “The new campaign builds on the platform of ‘Chali hawaa mastaani’ to create a brand story that is not just entertaining, but also delivers the product benefit in a relatable manner.”

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Perfetti Van Melle India says “In our consumer interactions with youth, we come across multiple instances of consumers citing the need for being fresh breath ready, anytime & anywhere, as a key to be confident in the interaction. We are confident this relatable new campaign will be enjoyed by the consumers.”

     

  • Gum brand returns with a new twist in the TVC

    Center Fruit lands its famous proposition in a jungle plot

    By A Correspondent

     

    Perfetti Van Melle has launched a new campaign for its gum brand Center fruit.

     

    Carrying forward the proposition promised by its tagline ‘KaisiJeebhlaplapayi’, the newest ad for Center Fruit from O&M Mumbai, is a story with a twist that unfolds in a thick jungle. Its quirky plot coupled with an insightful product device of tongue wagging, presents an enjoyable story of using the Center fruit in a humorous way.

     

    “The beauty of the idea lies in the forest ranger’s aim proving right each time, despite not being able to see the robbers in the thick forest, and only following them through the sound of their LapLap. Hence proving, how irresistible Center Fruit can be, and how hilariously effective it is in bringing down the robbers,” saidAnuragAgnihotri, Executive Creative Director, Ogilvy, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director – Marketing, Perfetti Van Melle Indiaadded: “Based our work with consumers we felt that it was time to refresh the way we portray the role of brand, without changing the popular brand signature of tongue wagging and popular tagline. Through this film we have tried to bring in newness to the story and we are sure consumers will find it endearing.”

     

  • The commercial will go on air on all major national and regional television channels from 8th July 2016

    Cente fresh urges fans to try its new cola variant

    By A Correspondent

     

    In its quest for constant innovation and further providing consumers with new experiences, Center fresh has rolled out a new flavour ‘Cool Cola’. To highlight the features of this new product, Ogilvy has developed a new campaign that announces the launch of Center fresh Cool Cola flavour in an interesting manner.

     

    The launch commercial takes inspiration from popular audio-visual cues typically associated with cola and announces Center fresh Cool Cola flavour through an interesting twist in the story.

     

    The commercial shows a vendor selling cola in the train, in a very colloquial manner, typical of the sellers in local trains in India. When someone on the train calls out to him for a cola, the seller hands out Center fresh Cool Cola to the passenger, handling it as if it were a real cola bottle. It is here that we discover that he is not selling the soft drink but is actually selling the new Center fresh Cool Cola flavour chewing gum. The amused passenger too plays along.

     

    “The commercial works as a brilliant announcer for Center fresh’s new Cola flavour, doing so in a manner that is engaging and entertaining” says Anurag Agnihotri, Executive Creative Director, Ogilvy.

     

    Commenting on the new campaign, Arun Sharma, Associate Category Director, Marketing, Perfetti Van Melle India says “We have conducted extensive consumer research to bring a new flavour for a refreshing experience, and we are confident that consumers will love this new flavour. The new copy narrates the story in a compelling manner that would surely help generate trials for the new flavour”.

     

    The commercial will go on air on all major national and regional television channels from 8th July 2016.

     

  • PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner

    Center Fresh takes new communication stance in latest campaign

    By A Correspondent

     

    Center Fresh, the liquid-filled chewing gum from Perfetti Van Melle (PVM) enjoys enormous equity with its much loved and rib-tickling advertising campaigns. Its quest for delivering the best mint gum experience has led to the launch of an even fresher Center Fresh – the same great taste, now with a higher level of cooling.

     

    To highlight this innovation and further strengthen ‘freshness’ credentials for the brand, PVM and Ogilvy & Mather have together developed a new campaign for the brand that communicates the product improvement in an interesting manner. The new campaign with a tag line ‘Chali hawa mastani’ communicates the product benefit of ‘freshness and coolness’.

     

    The story is set up at a shooting scene for a film, where a crowd has gathered to watch the shooting. A young guy is there to see his favourite actress. At the shoot the actress throws a tantrum as it’s too hot, and the film crew get searching for a fan. Our protagonist uses the situation to his benefit to get close to the actress by presenting himself as a ‘fan’– thanks to his cool fresh breath post chewing Center fresh he poses as a pedestal fan, blows fresh cool air and mesmerizes the actress and wins her attention.

     

    “It’s a big leap. Devising a new brand strategy for Center Fresh means an opportunity to do something completely different. The task was to create eye-grabbing communication that talks of the core product benefit of fresh breath. The new commercial does this very well,” says Anurag Agnihotri, ECD, Ogilvy & Mather, Mumbai.

     

    Commenting on the new campaign, Arun Sharma, Controller Marketing, Perfetti Van Melle India says “Center Fresh is the market leader in the Gums category in India. Over the last 2 decades we have built this brand on the back of product innovations and iconic advertising campaigns. With a strong equity and loyal consumer base, the brand is well entrenched in the Indian consumer’s mind. Since the brand is intrinsically synonymous with freshness, our task was clear – establish ‘freshness’ credentials for the brand in a more concrete manner & go beyond ‘taste’ as the core positioning platform. Aligned with this objective is the brand’s new positioning with ‘freshness’ at the core and consequently the new communication campaign.”

     

  • Arun Sharma appointed Vice President- Integrated Strategy Planning

    Cheil Worldwide SW Asia appoints Arun Sharma as VP

    By A Correspondent

     

    Arun Sharma

    Cheil Worldwide SW Asia has announced the appointment of Arun Sharma as Vice President, Integrated Strategic Planning. Sharma will work closely with Atishi Pradhan, Chief Strategy Officer, Cheil Worldwide, SW Asia in creating brand opportunities to drive brand growth and experiences.

     

    Sharma comes with over a decade and half years of experience that cuts across categories and businesses that include aviation, automobiles, banking & finance, confectionery, FMCG, technology and telecom.

     

     

    Hari Krishnan

    Confirming the appointment, Hari Krishnan, COO, Cheil Worldwide, SW Asia said, “Delivering integrated communications for clients is a norm today and this makes for planning to be extremely multidimensional. Arun’s skill sets and passion for ideas are a perfect fit to deliver on these complexities and are in sync with both client demands and Cheil India’s growth story.”

     

    “In today’s complex media world, planning has increasingly become critical to craft a consistence voice for the brand which is both lucid and articulates the brand story. I am delighted about Arun’s coming on board. We have worked together before and he brings a great combination of left & right brain thinking. His passion for his work and his innate curiosity make him valued by clients and colleagues alike,” said Atishi Pradhan, Chief Strategy Officer, Cheil Worldwide, SW Asia.

     

    Sharma moves from DDBMudra Delhi were he was Vice President and Head Strategic Planning. Prior to DDBMudra he has worked with Contract Advertising, ABN Amro, Rediffusion Y&R and Lowe Lintas. He has worked for clients like Airtel, Cisco, Dabur, Danone, Huawei, Marico, Maruti, Muthoot, NIIT, SpiceJet Airlines, Spice Telecom, Whirlpool, Wrigley’s, Yamaha to name a few.

     

    Sharma is a Bachelor in Business Studies from Jamia Millia Islamia, and also holds a Post Graduate Diploma in Business Management. He is currently pursuing a PhD in Business Administration under the aegis of the AIMA-AMU joint program.

     

  • Senior marketer and until recently head of the media vertical at all business units of Bharti Airtel, Arun Sharma has moved to IPG Mediabrands as Vice President

    Arun Sharma returns to IPG Mediabrands after 10yrs at Airtel

     

    Arun Sharma
    Arun Sharma

    By A Correspondent

    Senior marketer and until recently head of the media vertical at all business units of Bharti Airtel, Arun Sharma has moved to IPG Mediabrands as Vice President.

    Confirming that Mr Sharma had joined the leading media agency conglomerate on Monday in New Delhi. Shashi Sinha, CEO of IPG Mediabrands, said that he will be working on a group role. “Arun has been at senior positions in the industry and we are glad to have him on board,”  Mr Sinha said.

    A member of various industry bodies, Mr Sharma has a career spanning across 17 years, the last decade of which was spent with Airtel and before that with the IPG Mediabrands group for six-and-a-half years. “It’s a homecoming of sorts for me,”  Mr Sharma said while adding that he is looking forward to the new responsibilities at IPG.

  • DDB Mudra gets in Arun Sharma from Contract to head planning in Delhi

    DDB Mudra appoints Arun Sharma as Head of Planning, Delhi

    Arun Sharma

    By A Correspondent

     

    DDB Mudra has roped in Arun Sharma as Head of Planning, DDB Mudra Delhi. He will work on clients including Wrigley’s, Bata, Carrier Midea, India Yamaha Motors and Dabur among others and will report in to Aditya Kanthy, Senior VP, DDB Mudra.

     

    Mr Sharma joins DDB Mudra Delhi from Contract Advertising where he was VP, Strategic Planning.

     

    Vandana Das

    On joining DDB Mudra, he said: “DDB Mudra has a well-known culture of planning and it’s an opportunity for me to partner Vandana and Aditya in implementing the bold planning vision for the agency.”

     

    Commenting on the appointment, Vandana Das, President, DDB Mudra Group, Delhi, said. “I welcome Arun to the DDB Mudra Group family. He has vast experience across categories and I’m sure with his experience, he would be able to add value to all our current businesses and also towards our new business initiatives.”

     

    Aditya Kanthy

    Adding to this, Aditya Kanthy, Senior VP, Planning, DDB Mudra, said, “Arun is a bright, ambitious and full of energy – just the kind of person we were looking for to lead our terrific young planners in Delhi. His experience is a good match for our client profile. He should have no trouble easing into our culture. I’m sure he’ll enjoy it.”

     

  • Has Airtel reached saturation with its 'Tera Mera' campaign? Bharti Airtel Limited's Arun Sharma tells MxMIndia all about it

    Jaldi 5 with Arun Sharma: Friendship will never be boring

    While Airtel has been making the right noise with its ‘Jo Tera Hai, Woh Mera Hai’ campaign, is it moving towards saturation? Arun Sharma, Vice President Marketing, Head Media & Rural at Bharti Airtel Limited, speaks to MxMIndia about this and other issues.

     

    01. Is the ‘Jo Tera Hai, Wo Mera Hai’ not reaching a point of saturation, though it remains the clutter-breaking communication from Airtel?

    No, I do not think so. The whole campaign is only a few months old. The campaign is around the theme of friendship and there are different renditions of it. So when ‘Har friend zaroori hai’ campaign was ongoing, we actually cut it short even when it was early to do that. The ‘friendship’ theme will remain, but every year or so we will bring out new renditions so that there is no boredom.

     

    02. Digital’s role in the media pie for Airtel is increasing. How is it leading to innovation in advertising on this medium?

    Digital and creativity or innovation are synonymous for me. I do not see any difference. Digital, however, is not a linear medium; people have the control of skipping your ad at any point of time. Hence, creative is very inherent to this medium. The medium, with technology seeping in, allows you to do so many things, which is not the case with so many other media. Attention span here is less when compared to others such as outdoor or television.

     

    03. Digital ROI: Much appreciated yet criticized. What do you think?

    ROI is getting measured. We are in the eCommerce platform and can actually track our ROI to the last decimal. But it so happens that the more the data is re-routable, the more you want. More questions are raised when there is data. In terms of outdoor, there is no data but no questions are raised. I believe the problem is the part of the solution and vice versa.

     

    04. Which is showing more digital growth penetration: Rural or Urban?

    Rural.

     

    05. Going forward, what can be expected from Airtel on the digital platform?

    It’s too early to say. But whatever we do, it will be core to the brand idea and it will be available to those audiences. What we do has to be relevant to their language, to their needs and for the devices they have. For instance, in rural areas we cannot create communication on smartphones because there the device penetration is different.

     

    As told to Ananya Saha