Dentsu X, the media agency from Dentsu India, has won the media mandate for Tata 1mg – India’s largest digital healthcare platform. The account will be serviced from the agency’s Gurugram office.
As per the mandate, Dentsu X will oversee the brand’s planning and buying duties for traditional as well as digital media.
Roopam Garg
Commenting on the win, Roopam Garg, Chief Executive Officer, Dentsu X India said, “We are delighted to get the opportunity to work with a future focussed and trusted brand like Tata 1mg. At Dentsu X, we answer ‘Why beyond What’, led by our people, data and tech. We look forward to helping the brand with solutions based on the same.”
Added Gaurav Agarwal, Co-Founder, Tata 1mg: “We are excited to work with dentsu X. Through their data-driven methodology, they have already established themselves as an integrated media firm and among the best in their industry. We look forward to collaborating with them on cutting-edge media innovations and opportunities.”
Dentsu India celebrated the sixth edition of its annual volunteer initiative, ‘One Day for Change’ (ODfC), across offices in Mumbai, Delhi, Bengaluru and Pune on July 1. The day was themed around ‘Zero Waste in a Sustainable World’ and aimed to build a better environment for the young and underprivileged children, including those with special needs.
Commenting on the initiative, Divya Karani, Media CEO South Asia, Dentsu said, “Our superpower as dentsu is the ability to alter attitudes, shape behaviors, and motivate constructive actions. If we are to succeed in creating a net-zero, restorative, and inclusive world, it begins with us, today. All of us have the chance to make a difference, to rally together as a team on One Day for Change. In doing so, we are all giving a part of ourselves and that is simply invaluable!”
Narayan Devanathan will be moving on from the role of Chief Client Officer (CCO) at Dentsu India, ending his 11-year-long stint with the network. He joins a long list of senior Dentsu folk who have left the group in the last year-odd.
Commenting on Devanathan’s decision, Peter Hujiboom, Interim CEO, Dentsu India said: “Narayan’s leadership has played an instrumental role in successfully aligning Dentsu India with the company’s global ambitions of becoming the most integrated advertising network in the world. His relentless commitment towards providing the finest solutions to our clients is commendable and I wish him all the best on his new endeavour.”
Added Devanathan: “My association with Dentsu goes way beyond the varied roles that I have held within the network. Dentsu has been a life-shaping experience for me and the decision to take this big leap to pursue my interests outside the advertising industry was a tough one but something I am keenly looking forward to. The network is a rich powerhouse of expertise; the enormity of exposure it offers is way beyond many milestones. As I look back, I am filled with gratitude to have been closely working with many of the best talents and industry leaders within the network.”
Dentsu India has announced the appointment of Saagar Sethi the President of its supply side management platform, Amplifi. In his new role, Sethi will lead the network’s Investment Management, Media Trading (Media Owner Services and Principal Buying) and Content (Original Partnerships & Entertainment) businesses in India. He will also have responsibility for helping drive the continued growth of The Story Lab and Posterscope, two specialist agency units within Dentsu which focus on entertainment production and Out of Home (OOH) capabilities, respectively. Sethi will report into Divya Karani, Media CEO, Dentsu – South Asia and work closely with the global Amplifi leadership.
Divya Karani
Commenting on the appointment, Karani said: “We are excited to have Saagar join our management team as we consolidate and prepare for the next stage of growth. In today’s increasingly complex media market, the experience he brings to the table will help us increase our client delivery skills in India.”
Added Sethi: “I have always been passionate about media. The timing of this opportunity could not have been better. This role complements my transformation experience and passion. I am committed to creating synergies and incremental value for all our clients, stakeholders, and partners, underpinned by the need of driving compliance and transparency. Truly, it is an exciting time to be at Dentsu India.”
Dentsu India has announced the appointment of Arjuna Gaur as Chief Creative Officer (CCO), Dentsu Webchutney & DentsuMB.
In his new role, Gaur will work towards expanding the creative mandate for both the agencies. He will lead creative thought leadership across the network and combine the expertise of Dentsu Webchutney and dentsuMB to deliver future-forward creative solutions for clients. Gaur will report into Ajay Gahlaut, Group Chief Creative Officer India (GCCO), Dentsu Creative India.
Commenting on the appointment, Gahlaut said: “It is a privilege to have yet another brilliant creative onboard as part of the team. Arjuna is a rare creative person who is equally adept at traditional and new age media. Apart from being an advertising creative, he is a musician skilled at playing multiple musical instruments. He also restores old computer systems. He has added great value to the brands that he has been associated with. We are looking forward to him significantly raising the creative quality of our output and adding even more value to the solutions that we provide to our clients.”
DentsuMB, the integrated communication agency from Dentsu India, has bagged the digital creative mandate for Social Alpha, a multistage innovation curation and venture development platform for science and technology startups. As per the mandate, DentsuMB will develop the communication framework and create campaigns that showcase the initiatives across Social Alpha’s social media assets. The focus will be on the core mission of the brand, which is to create social, economic, and environmental impact through the power of innovation and entrepreneurship.
Indrajeet Mookherjee
Said Indrajeet Mookherjee, Managing Partner, DentsuMB: “We are honoured to partner with Social Alpha in their mission for bringing about change. It will be a unique journey given the nature of services that Social Alpha provides and the divergent startup sectors it works with. At the heart of Social Alpha, is a clearly defined purpose ‘of making a difference to the lives of millions’ and we hope to collaborate on bringing these beautiful stories of impact and change to a larger audience.”
Manoj Kumar
Added Manoj Kumar, CEO & Co-Founder, Social Alpha: “At Social Alpha, we work with innovators who are on a mission to solve some of the most complex challenges of humanity with entrepreneurial risk-taking. While we take extreme pride in what our startups do, we needed help in communicating the inspiring work of our portfolio companies with an intent to attract more innovators and enablers to this emerging sector.”
The Dentsu network released its annual digital report on Tuesday.
Narayan Devanathan
Said Narayan Devanathan, Chief Client Officer, Dentsu India: “Notwithstanding the devastation caused by Covid-19’s second wave in 2021, we have seen a dramatic upsurge in digital in ways we have not seen before. Digital advertising in India is expected to equal (if not surpass) the previously-impregnable fortress of TV advertising by 2023, clocking in at Rs. 35,809 crore out of an expected total advertising of Rs. 93,119 crore. Accelerating this trend and underscoring it, has proved that even in 2021, 75% of digital advertising spends was recorded on mobile devices – signalling mass India’s leapfrog into the digital era. With the requisite caution in the face of the varying strains of the pandemic notwithstanding, India will continue to rise in the global economy in the coming years, driven by digital. In that context, the importance and utility of a comprehensive, authoritative and trustworthy census of the digital-driven advertising landscape cannot be underestimated. The 2022 edition of the ‘dentsu Digital Report’ has been put together to act as an enabler as well as expansive assimilation of all the action in the Indian advertising landscape so that we all have one vocabulary, one source of truth to turn to in harnessing its potential.”
Key Highlights:
:: The Indian advertising industry currently stands at Rs. 70,715 crore, having grown at 18.6% over 2020. It is expected to reach Rs. 93,119 crore by the end of 2023, growing at a CAGR of 14.75%.
:: The digital advertising industry has witnessed a growth in market size from Rs. 15,782 crore in 2020 to Rs. 21,353 crore in 2021, growing at 35.3%. Digital media is expected to grow at 29.5% CAGR to reach a market size of Rs. 35,809 crore by 2023.
:: In 2021, television claimed the largest share of media spending at 42% (Rs. 29,279 crore), followed by digital (30%, Rs. 21,353 crore) and print (24%, Rs. 16,599 crore).
:: Currently, FMCG has the highest contribution of 34% (Rs. 23,736 crore) towards the Indian advertising industry, followed by e-commerce (14%, Rs. 9,619 crore) and automotive (7%, Rs. 4,745 crore).
:: The biggest contributors to the digital media industry are FMCG with 42% (Rs. 8,928 crore), e-commerce (17%, Rs. 3,607 crore), consumer durables (6%, Rs. 1,368 crore) and pharmaceutical (5%, Rs. 1,124 crore).
:: Spends on digital media are led by social media, which has the largest share of 29% (Rs. 6,218 crore), closely followed by online video (28%, Rs. 5,907 crore) and paid search (23%, Rs. 5,039 crore).
:: FMCG, education and media & entertainment verticals spend the largest share of their digital media budget on online video, while pharmaceuticals and e-commerce spend the most on paid search.
:: The rapid increase in mobile usage and improved internet infrastructure have led to 75% (Rs. 16,015 crore) of digital media spending on mobile devices. Most of the online expenditure on mobile devices goes to social media (30%) and online video (30%).
:: The changing consumer behaviour is paving the way for conversational commerce. E-commerce in India is evolving in the form of social commerce, video commerce, voice commerce and hyperlocal / Business to Consumer (B2C) commerce and expanding its realm into other media. Micropayment mechanisms will accelerate this evolution further.
:: The shift in technology is resulting in a widespread acceleration to the digital transformation of businesses and consumers. This is leading the way to media convergence with business delivery models taking a more organic form, independent of the individual medium.
Merkle B2B, the Dentsu India agency, partnered with Bloomberg Quint to produce a study through Greyhound Research. The study was conducted with Indian CIOs and IT decision-makers to identify their concerns, issues and preferences about a brand, product or solution while making a purchase. The aim being to understand the world of evolving Indian tech buyers and the factors influencing their decisions.
Key highlights of the report:
:: Increasingly, CEOs/MDs are personally getting involved in the technology decision-making process. They are seeking business leaders and external parties (analysts/consultants) to gain deeper insights and better bargains from the existing and new vendors.
:: Traditional (80%) and startup (73%) organisations prefer to use local podcasts and videos along with their global content pieces to strengthen context.
:: 73% of respondents from traditional organisations continue to value conferences and events, while only 53% of startup organisations prefer them as part of the new technology buying decision-making process.
:: 60% of traditional organisations and 100% of startup organisations find online technology magazines to be effective in their technology buying decision-making process.
:: 40% of startup organisations and 23% of traditional organisations find global video content to be helpful while identifying a technology vendor.
Vishal Nicholas, Planning and Strategy Head at DentsuMB (earlier Dentsu India) will now also lead strategy for Dentsu Impact. Under this expanded mandate, Nicholas will manage planning and strategy for South, Mumbai and Delhi for both agencies. He will continue to report into Sidharth Rao, CEO, DentsuMB Group.
Sidharth Rao
Speaking on the elevation, Rao said: “As we continue to strengthen and reshape our creative offering in the Indian market, we needed a planning leader who has experience with both traditional and new-age businesses; and Vishal was the obvious choice to steer the strategy product for both DentsuMB and Dentsu Impact.”
Added Nicholas: “Ever since I joined Dentsu, I’ve always been excited about the Eastern approach to building brands with simplicity and second-order thinking at its core. With DentsuMB, the combination of the East and West make it even more compelling. And with Dentsu Impact’s fantastic roster of clients, I look forward to achieving greater business outcomes for them.”
As a key part Dentsu India 2.0 transformation agenda, Dentsu International has announced the creation of a new market leadership role of Chief Client Officer (CCO) and elevated Narayan Devanathan for the same for India. Most recently, Narayan was CEO, Dentsu Solutions, President, Strategy & Integration, Dentsu India, as well as APAC Lead for Strategy & Consulting, Dentsu Creative.
Narayan will report to Peter Huijboom, Global CEO Media and Global Clients and interim Co-CEO for India and will be responsible for driving a renewed focus on client-centric solutions and will partner Amit Wadhwa (CEO – Creative Service Line), Divya Karani (CEO – Media Service Line) and Anubhav Sonthalia (CEO- CXM Service Line) to deliver the best of dentsu’s solutions across the spectrum of business challenges that clients face in an ever-changing world while making our business easier to navigate for our clients.
Speaking on the appointment, Hujiboom said: “India is a key part of the global Dentsu story, and Narayan, in turn, is a key member of the India leadership team. As we embark on the next leg of the Dentsu India 2.0 journey, he will be focusing his energy, expertise and experience in helping bring together the capabilities of 3200+ Dentsu talents seamlessly to make Dentsu our clients’ partner of choice. With this appointment as Chief Client Officer for India, Narayan will be moving away from his other roles in India and APAC with immediate effect.”
Added Devanathan: “Transformation is easier said than done, but like integration, it’s a process. What matters most are the outcomes. Through relentless customer-centricity, outcome-driving solutions and next practice consulting, our aim for Dentsu India 2.0 is not just to transform ourselves but to transform our clients’ business – sustainably, for good. To this end, we will deploy the power of creativity, a consummate understanding of people and data, and keep our eye on the only prize that matters: meaningful progress for our clients, their customers, and society. To me, this is what my new role as Chief Client Officer means. And this will be my only focus.”
DentsuMB, the integrated creative agency from Dentsu India, has bagged the mainline advertising mandate for the newly launched, TVS Raider. As per the mandate, the agency will handle the strategic planning and creative duties for TVS Raider in India.
Aniruddha Haldar
Commenting on the win, Aniruddha Haldar, Vice President Marketing – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company, said: “The TVS Raider is targeted at Gen Z. With dentsuMB as our creative agency, we have built signature brands like the TVS NTORQ 125 (Sporty Scooter) and TVS IQUBE (Electric). We look forward to delivering a compelling brand experience for TVS Raider in line with its outstanding product offering.”
Samrat Chengapa
Added Samrat Chengapa, Executive Vice President, DentsuMB: “We’re absolutely delighted with this latest win, and look forward to creating some great work, which is worthy of the trust TVS Motor has placed on us.”
Isobar, the creative experience agency from Dentsu India, has promoted Rahul Vengalil to the role of Managing Partner. Vengalil will report into Heeru Dingra, CEO, Isobar India group and will be responsible for building the business with creative and experience as the key focus for future growth.
Heeru Dingra
Speaking on the appointment, Dingra said: “The solutions we offer are led by talents who possess extraordinary skillsets. Rahul is one of our finest resources with key domain expertise and with the thrill to set up new standards each time. His strategic-led, client-centric approach is in sync with our offerings. We are certain that he will accelerate Isobar’s growth trajectory for India.”
Rahul Vengalil
Commenting on his elevation, Vengalil added: “I am extremely excited to begin this fresh chapter at Isobar India. My experience with Isobar has transformed my journey; and now is the time to set up new benchmarks. We have an awesome team of innovative and creative folks who are aligned with Isobar’s global vision of transforming into the most creative experience agency, worldwide. With our ‘Invent Make Change’ agenda, we are committed to being instrumental in creating an experience economy within India.”
Dentsu India celebrated the sixth edition of its annual volunteer initiative, ‘One Day for Change’ (ODfC), across offices in Mumbai, Delhi, Bengaluru and Pune on July 1. The day was themed around ‘Zero Waste in a Sustainable World’ and aimed to build a better environment for the young and underprivileged children, including those with special needs.
