MxMIndia

Tag: Deepak Kumar

  • Merges with C’Lab…

    Dentsu restructures ‘The Story Lab’ in India

    By A Correspondent

     

    Dentsu International has announced the merger of its celebrity, influencer, and sports marketing division – C’Lab, with its global branded content division – The Story Lab (TSL) in India. Deepak Kumar, erstwhile Director of C’Lab, will now lead the business in India as Country Head – TSL.

     

    Deepak Kumar

    Commenting on his new role, Deepak Kumar said: “‘Content is king’ is an old adage but the relevance continues. Its significance, in fact, has increased manifold during the lockdown and further fueled with the advent of newer platforms. It’s an exciting and challenging time to be in this business wherein harnessing a brand’s interest and relevance to the consumer will be the key guiding force for us.”

     

    Haresh Nayak

    Added Nayak, COO India- Media Brands, Dentsu added: “As we enter an era of simplification, this move will only help clients achieve single-window content solutions. TSL will redefine content across multi-platforms and multi-devices, offering brands immersive experiences. Our global and local experiences will only help brands to get the best of both worlds.”

     

     

  • Posterscope’s ROOH uses a wide variety of data feeds to create customised and targeted advertising

    Posterscope launches digital outdoor ad exchange, ROOH

    By A Correspondent

     

    Posterscope India has announced the launch of ROOH (Real Time Out Of Home), a unique planning-buying platform (including programmatic) for digital OOH inventories.

     

    Based on the use of APIs (application programming interface), Posterscope’s ROOH uses a wide variety of data feeds to create customised and targeted advertising. This, in turn, allows advertisers to exercise direct control over the content that is being played on screens without the the need to access the media owner systems, individually.

     

    Said Haresh Nayak, the Group MD, Posterscope Group South Asia: “The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset, represents an enormous leap in the power of the OOH medium. I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication.”

     

    Added Deepak Kumar, Senior Vice President, ROOH: “Over the last two years, we have worked across 2500 towns, dealing with over 50 key media owners, to develop this tool. This has helped us in understanding and curating ROOH. The flexibility of ROOH will enable some interesting campaigns and will make OOH truly a dynamic medium. The Posterscope Group predicts that the year 2020 will be a defining year for Real Time Out Of Home.”

     

     

  • The network intends to bring in a differentiated approach into the field of celebrity endorsements that is intelligent

    Dentsu’s CLab to handle data-driven celebrity endorsement and sports marketing agency

    By A Correspondent

     

    Dentsu Aegis Network, the media and advertising conglomerate that operates 25 businesses in India, has now expanded its footprint into celebrity endorsement and sports marketing with the launch of CLab.

     

    With the launch of this new agency, the network intends to bring in a differentiated approach into the field of celebrity endorsements that is intelligent and is supported through substantiated understanding of the industry.

     

    Commenting on the launch, Ashish Bhasin, Chairman & CEO, Dentsu Aegis Network- South Asia said: “Today several of our clients invest huge amounts of money to establish their brand image with the help of celebrity endorsers. This is often done on gut feel. We hope to bring a data based, scientific approach in this area. Many of these celebrities are sportsmen and sportswomen and that gives us a great opportunity to offer both celebrity management and sports marketing under CLab.”

     

    Added Haresh Nayak, Managing Director – Posterscope Group, under whose executive mentorship the new agency has been set up, added, “Our vison with CLab is to bring accountability and informed decision making in a discipline which functions on perception, probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands. CLab aims to break the myth of notional acceptability that has its roots in experimentation rather than information. All the requirements of the Dentsu Aegis Network clients pertaining to celebrity endorsements and sports marketing will be directed to CLab for servicing and a team of experts is now in place to deliver this.”

     

    Said Deepak Kumar, Vice President- CLab, said, “Its exciting times for the group, which believes in constant innovation and service diversification into sectors that add value to media industry holistically and this has always been a part of our growth strategy. If we look at celebrity and sports marketing separately, the two might differ in their operational mechanism but the driving forces for the two are common. People, popularity, occasions and influence share the common angle, governing the dynamics of the business. We took timely cognizance of the lacunae that existed and focused our approach into forming India’s first data driven celebrity endorsement agency.”

     

  • Tool to help advertisers effectively reach out to over 2500 towns every month in India

    Posterscope unveils Ambit Analyser

    By A Correspondent

     

    In a bid to attract well-thought-through investments into the growing out-of-home category of ambient media, Ambient OOH has designed and launched a new path breaking research tool to drive away the advertisers’ woes. Ambient OOH, the ambient media agency under Dentsu Aegis Network’s Posterscope umbrella, has invested a substantial amount toward the crafting and development of this new research matrix.

     

    Ambient media is all about capturing captive audiences who spend considerable amount of their leisure time at various active locations such as gyms, coffee shops, multiplexes, clubs, salons and shopping malls. Therefore, in a bid to develop the new tool, Ambient OOH took the help of Dentsu Aegis Network’s proprietary research study – the Outdoor Consumer Survey (OCS) that aided in analysing the target audience touch-points.

     

    Ambit Analyser, the new tool, is India’s only fool proof ambient media planning mechanism that helps craft a rationalized multi touch-point plan across more than 24 dwell time locations that house captive audiences. Also, given Ambit Analyser’s system design, the plans can be fashioned within much lesser time and with more accuracy.

     

    As part of the development process of Ambit Analyser, Ambient OOH graded each property across the various touch points on multiple factors including footfalls, trade density, ticket pricing and thus, arrived at a visibility index. It is important to note here that the tool has been linked to the OCS, which has a sample size of 12,000 respondents. It has also incorporated the data for 24 touch-points across metros, mini metros and tier 2 cities.

     

    Ashish Bhasin, ‎Chairman & CEO South Asia Dentsu Aegis Network, Chairman Posterscope and psLive – Asia Pacific said, “Posterscope’s Ambient OOH has done pioneering work in developing Ambient Analyser. Ambient media is becoming extremely important and has very little research and tools available. So, in keeping with Dentsu Aegis Network’s leadership status in OOH, we felt that the time was right to make this large investment in a proprietary tool, the only one of its kind in India.”

     

    Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific. & Managing Director, Posterscope Group India said, “Ambient OOH is the future and, with the growth of digital and technology in this space, it will lead to accountable and engaging communication with the consumer in a relaxed mind frame. Ambit Analyser is one such initiative to give our clients a first of its kind, accountable and impactful campaign, leading to physical and digital engagement.”

     

    Deepak Kumar, Vice President, Ambient OOH, “Currently, ambient media in India is extremely fragmented and diverse in nature. And with no comparative data to fall back on, each media owner claims to be the best. Simultaneously, advertisers are constantly pressing on media effectiveness and efficient ROI. Hence, there was a need for transparency and accountability for advertisers to have trust on the ambient media touch-points.”