DCMN, the growth marketing partner for digital brands, has announced the expansion of its unsights capabilities in India.
Bindu Balakrishnan
Said Bindu Balakrishnan, Country Head India at DCMN: “Performance metrics can only give you so much insight into how well an advertising campaign has performed. Our clients are increasingly focused on building brand salience and want to know what impact a campaign has had on more nuanced awareness metrics like likeability and brand recognition. These are the questions our Insights product is designed to help answer. Having this overview of both sides of the coin – i.e. both the performance and broader awareness metrics – gives a fuller picture of a marketing campaign’s impact and is invaluable for charting a brands’ growth.”
DCMN, the growth marketing partner for digital brands, has released its global Growth Guide: A new report looking at marketers’ goals, strategies and challenges going into 2022. The results point to a new period of growth for the industry: 66% of marketers surveyed expect their budgets to increase next year, with this figure rising to 71% for Indian marketers alone. This compares to 75% in France and 68% in the US.
The research, conducted by Censuswide on behalf of DCMN, surveyed 600 inhouse marketers in the US, the UK, France, the Netherlands, Germany and India. The results offer an understanding of how the marketing landscape has changed after a tumultuous few years and how optimistic brands are heading into 2022.
Key findings show that:
It’s good news for marketing and advertising agencies, with the vast majority of Indian respondents – 93% – planning to increase their spending on agencies in the next 12 months.
Aside from spending on agencies, budgets will go towards experimenting with new formats and advertising channels. Outside of digital advertising, the three channels Indian marketers plan to focus on and invest in the most are mobile advertising, podcasts and linear TV.
The research also shows that 62% of Indian marketers are more focused on long-term branding efforts, versus 33% for performance-oriented goals. This is remarkably in-line with global figures, at 65% versus 31%.
But the new year also comes with its own challenges. As advertising campaigns grow ever more complex, marketers in India are most concerned about managing and reconciling large amounts of data across channels. Keeping up with privacy regulations comes in second place, as policies targeting iOS and the future of cookies are set to dramatically reshape the marketing world – perhaps for good.
Bindu Balakrishna
Said Bindu Balakrishnan, Country Head India at DCMN: “At DCMN, we wanted to take a closer look at where the marketing industry stands right now, and the impact of a disrupted 2020 and 2021. The results are impressive, and point to a marketing rebound in the coming year – both in India and in other countries around the world. Overall, we’re seeing that branding efforts remain top of mind for marketers. It’s also clear that brands still have huge faith in linear TV, with mobile advertising and TV set to be some of the most popular channels for marketers to invest in next year.”
DCMN, the digital marketing agency, has launched a nationwide TV ad campaign “Desh ka Truecaller” for, well, Truecaller.
Manan Shah
Said Manan Shah, Director Marketing – India at Truecaller: “For our latest TV campaign, we wanted to celebrate the “trusted partners” in everyone’s day-to-day lives – whether that’s family, partners or friends. We’ve worked with DCMN for several years now, and the team’s deep knowledge of the local market has been key to achieving heightened brand awareness across the country. They also take a unique, performance-orientated approach to TV advertising – which has been crucial to understanding where to spend our advertising budgets.”
Bindu Balakrishna
Added Bindu Balakrishnan, Country Manager – India at DCMN: “Truecaller is an incredible success story in India, and we’re delighted to have worked with them on their newest campaign – one that will resonate with consumers across India. Truecaller came to us to help them carry out a high-impact national and regional campaign with a strong focus on tier 2 & 3 cities, and we’re looking forward to tracking the success of the campaigns with our tailored brand awareness research – an invaluable resource for any brand looking to scale.”
Digital marketing agency DCMN India has won the mandate for Rebel Foods’ premium Western dessert brand Sweet Truth. Aside from media planning and booking, DCMN will track and optimise the campaign’s performance.
On the launch of this campaign, Nishant Kedia, Vice President Brands at Rebel Foods said: “At Rebel Foods, we strongly believe in being a consumer first brand. The advertisement clearly communicates this to our audience. DCMN as our trusted partners have done complete justice to the message we wanted to convey. The team echoes our thoughts about driving brand awareness. We are convinced this campaign will speak to our target audience of urban dessert lovers with a refined palate in a meaningful way.”
Said Bindu Balakrishnan, Country Head-India at DCMN: “DCMN is very proud of taking our partnership with Rebel to the next level. We are excited about being able to support Sweet Truth’s growth with a very targeted campaign and all analytics as well as media expertise available to us,” s. “Given the fast development of this industry, especially in the context of the ongoing pandemic, brandformance TV is the perfect approach to grow the Sweet Truth brand among its target groups. We are looking forward to a fruitful partnership in an exciting segment – and to a successful campaign.”
Digital marketing agency DCMN India has bagged the media mandate for Truecaller app. The account was won following a multi-agency pitch that was held in New Delhi. The business will be led by Bindu Balakrishnan, Country Head, DCMN India.
The mandate includes managing the company’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics.
Manan Shah
Said Manan Shah, Director Marketing – India, Truecaller: “Over 150 million people use Truecaller in India alone, primarily to know who is calling. Over the last year Truecaller has transformed into a complete communication suite with video calling, a unique instant messaging utility called Flash and integrated UPI based payments and banking features. This is a story worth telling to our users so that they can find all these features in their most-loved app, without the need to use multiple apps.â€
Bindu Balakrishnan
Speaking on the association, Balakrishnan added: “I am very excited about this partnership as I am a Truecaller user myself. The idea of integrating video calling, payment and instant messaging into the app solves multiple purposes for any consumer. While awareness and downloads are already high, the brand is now looking at performance metrics as its main KPI for the upcoming TV campaign. Our strength lies in the experience we have in performance media marketing. DCMN’s performance approach includes data-driven media planning and tracking the direct response at a TV spot level with our proprietary TV attribution tool. We are looking at running a highly optimized media campaign for Truecaller.â€
DCMN, the growth marketing partner to digital-first brands, has brought its flagship event DCMN Open Nights to India in order to bring brands and industry decision makers together on one common platform. The first Indian edition of DCMN Open Nights is all set to be held in New Delhi on August 23 at Antisocial, Hauz Khaz.
The panel will include Sai Narayan (Associate Director & Head Marketing Policybazaar.com & Paisabazaar.com), Viral Jani (Senior Vice President – Investment Operations, TimesBridge), Andreas Dengler (CEO & Co-Founder, DCMN), Shubho Sengupta (Digital Marketer, Co-Founder & Advisor to Industry Associations), and Saurabh Uboweja (CEO, Brands of Desire), Rajeswar Rao (Head of Marketing, Clovia), Apurva Chamaria (Influencer, Investor and CRO, RateGain) along with Bindu Balakrishnan (Country Head – India, DCMN) as moderator.
Speaking on the launch of Open Nights in India market, Bindu Balakrishnan, Country Head, DCMN India said: “DCMN Open Nights is a great platform for digital first brands to meet with marketing industry leaders. It is a great learning platform for emerging players to connect with their peers in the industry and learn from their success stories. The stakeholders will discuss the opportunities and challenges that lie ahead for digital first brands.â€
DCMN has announced its revamped brand identity with an attempt to stay ahead of the curve in the marketing and advertising industry.
Bindu Balakrishnan
Said Bindu Balakrishnan, Country Head – India, DCMN: “The starting point of the rebranding process was why the company was originally founded. We did a lot of workshops and surveys to understand how we perceive ourselves and how we speak about the company. The new identity is a result of those efforts.â€
Matthias Riedl
Added Matthias Riedl, Co-Founder and Chief Growth Officer, DCMN: “We believe that the rebranding is an opportunity to think about the company voice, dynamics and industry fit, as well as to create a common understanding and consistent image, both internally and externally. We have been in this business for a decade now and it was high time we looked at our roots and understood important market developments, as well as potential new competitors, in order to take better decisions in future. The endeavour helped us find out how DCMN is unique and differentiated in the market.â€
