Kulfi Collective has announced the appointment of senior adperson Divya Karani as Chairperson and Executive Director of its Board. Most recently, Karni was the CEO of Dentsu Media, South Asia, where she led the agency for over 12 years.
Kulfi Collective, through its three divisions, Supari Studios, Post Office and Keeda Media, has partnered leading brands and platforms such as Spotify, Red Bull, Netflix, Lego, Flipkart and Zomato to deliver content, experiences and IPs that shape culture.
Said Advait Gupt, Co-Founder & CEO of Kulfi Collective:”Divya joining the board will help us build the right governance frameworks as we scale globally. Further, her deep expertise will help us build upstream capabilities to bring brands closer to communities and subcultures in music, sports, gaming, entertainment and lifestyle.”
Dentsu released its annual media trends report, titled ‘The Pace of Progress: Dentsu 2024 Media Trends’. Created by gathering insights from its specialists within Carat, Dentsu X and iProspect globally, the new Dentsu report highlights ten key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.
With over 40 pages of in-depth commentary, Dentsu 2024 Media Trends extrapolates how Generative AI will be best used to spearhead growth, how monetization of the industry is gaining evermore traction and how genuine integrity in advertising will elevate brands. Not only does the report highlight the key trends within each of these three areas of interest, but it also provides suggestions on how brands can capitalize on them in the short and long term.
• Trend 1 – The rise of generative search
Generative AI will transform how people access information, from search engines to commerce platforms.
• Trend 2 – Creativity reimagined
The augmentation of human creativity through Generative AI in fields such as content and copywriting, as well as image development.
• Trend 3 – Generative optimisations Leveraging Generative AI for simplifying advertising production, targeting, and effectiveness at scale and pace.
The race to monetisation:
2024 will see the intensification of competition between tech platforms. As they strive to better monetise their services in their economic circumstances, platforms will double down on becoming more protective of their data, understanding their users, and stepping up their advertising offerings. This megatrend incorporates:
• Trend 4 – A world of lookalike apps As platforms become progressively similar, attracting audience attention has never been more important for brands.
• Trend 5 – From walled gardens to walled pipes Platforms have a more defensive stance on their data which opens the larger question of the delicate balance between protection and discoverability.
• Trend 6 – The identity refocus
A doubling down on people intelligence by media platforms as third-party cookies approach the end of the line.
• Trend 7 – More ads for more returns
Expansion of advertising into new areas for most platforms, with new formats, opportunities – and risks – emerging as a result.
Integrity economics:
Growth in the next year will not only be about hard economics; it will also be about brands’ sustainable contributions to society. Amid rising societal and political polarisation and climate emergency, building more carbon efficient, diverse, and safe online spaces for people and brands will be central to success. Highlighted through:
• Trend 8 – The new faces of growth With media consumption becoming increasingly diverse and personal, brands must adapt to reflect the needs and identities of audiences and stay relevant.
• Trend 9 – Safer, better, faster, stronger
Amid a fast-moving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands.
• Trend 10 – More attention, fewer emissions
As brands implement carbon media efficiency strategies, optimizing for attention should lead to decarbonisation through optimised and improved impact.
Peter Huijboom
Says Peter Huijboom, Global CEO, Media international markets, Dentsu: “Our own client research has shown that more than 60% of marketers have said they’ve already started engaging with Generative AI in their company*. So, in our Dentsu 2024 Media Trends report it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space.”
Anita Kotwani
Adds Anita Kotwani, CEO Media, South Asia, Dentsu: “Artificial intelligence (AI) is not just a buzzword, but a gamechanger for the media industry. It has the power to automate, optimise, and personalize various aspects of media planning, buying, and execution. It can also unleash the creative potential of media professionals, by enabling them to generate new and engaging content, formats, and experiences for their audiences. This is what we call Generative AI, and it is the focus of our 14th edition of the Media Trends Report. At Dentsu, we take pride in our insightful expertise that keeps us ahead of the competitive curve. We are always exploring new ways to leverage AI for our clients, partners, and employees. The Media Trends Report deep-dives into one of the most disruptive technologies – AI, taking us through the many trends that serve Generative AI on a platter. It aims to enable readers to reshape their work dynamics, tapping into the untapped potential through its many facets.”
Dentsu X has released its findings from its Motivations Study, to help brands better understand the innermost drivers that influence people to act in certain ways. By understanding these Motivations, Dentsu X can drive growth for brands by decoding behaviour and connect with valuable audiences like never before.
The fact files dive into how Motivations play a role in customer decisions, and why traditional data often fails to capture these nuances. Profiling more than 400,000 people in 70 markets across the world, the study has identified six core Motivations that drive everyone at varying levels:
• Accomplishment,
• Affection,
• Information,
• Possession,
• Power,
• and Protection.
Each core Motivation comprises 25 sub-Motivations that are defined by individual statements that help dive deeper into the uniqueness of each person and their drivers.
The Motivations Study is being released as part of Dentsu X’s privately owned and operated consumer insight tool CCS. Through CCS, brands can understand audiences on a deeper, human level. This includes understanding media behaviours, lifestyles, passions, favourite brands, and category behaviours.
The Motivations fact files include:
• A deeper look at understanding people’s Motivations, such as why a customer buys a product and why they do the things they do.
• How understanding Motivations is important for understanding target audiences and bridging the expectation gap to become more relevant.
• How understanding Motivations is helping clients target truly relevant audiences with creative messages, plan intricate offline events and break biases in product positioning.
Prerna Mehrotra
Said Prerna Mehrotra, CEO, Dentsu Media APAC: “In today’s data-rich environment, for brands to be truly relevant, it is important for them to understand the underline motivations behind audience behaviours. We are excited to share local insights on how understanding motivations can close the disconnect between the product offering and what consumers really want. Even within markets, we see distinct nuances that make the core Motivation different from the sub-Motivation. This report will help our clients understand the human truths about their audience empowering the brand’s planning process across all marketing disciplines.”
IProspect, the digital-first end-to-end media agency from Dentsu India, has launched ArcelorMittal Nippon Steel India’s (AM/NS India) latest campaign titled ‘Reimagineering’. The campaign’s objective is to raise awareness and build imagery of a global new-age steel manufacturer committed to creating a brand-new future for the industry, people, and the planet.
Speaking on the campaign, Bibek Chattopadhyay, Head – Communications, ArcelorMittal Nippon Steel India said: “We embarked on a journey almost a year back to craft the corporate identity and design for AM/NS India – a venture between ArcelorMittal and Nippon Steel, two of the most valued brands in the metal and mining space worldwide. With the 360-degree campaign, entailing media formats, we unveil a Young, Dynamic, Smart, Thoughtful, and Global architecture that elevates the brand presentation. Reimagineering – one world that eloquently puts forth our ambitions for the market we are privileged to serve – is rudimentary to our concept and reflects our brand philosophy, ‘Smarter Steels, Brighter Futures’.”
Added Vinod Thadani, CEO, IProspect and Chief Digital Growth Officer, Dentsu Media: “We are extremely proud to be part of this amazing campaign. The beauty of the campaign is in synchronization of 6 very impactful KVs, a powerful and visually delighted TVC with melodious background score and multiple format renditions across touchpoints. We planned the campaign such a way so that each touchpoint complement each other to establish the core proposition of the brand. I am confident post this campaign, AM/NS brand awareness will be enhanced significantly.”
iProspect, the digital-first end-to-end media agency from Dentsu India, has won the digital mandate for multiple countries of the leading online career and recruitment resource – Monster.com.
Commenting on the win, Saurabh Srivastava, CMO, Monster.com, APAC & ME said: “Monster is bracing itself for a new growth journey as it evolves into an end-to-end talent management platform in the months to come. A household name for jobseekers across countries and a preferred talent discovery platform for recruiters, Monster continues to invest in innovative tech product offerings and services that are continuously improving the experience of its users across the web and mobile app. As we move ahead with our renewed aspiration of catering to the diverse requirements of an evolving job market, we are confident that partnering with the best of minds from the digital marketing space will help us create the much-needed brand resonance and equity with our existing and prospective users across emerging markets.”
Added Vinod Thadani, CEO, iProspect and Chief Digital Growth Officer, Dentsu Media: “Monster is a great brand that has been in the market for many years and has established itself as a great engagement platform for users who are looking for jobs and progressing in their careers. At iProspect, we look forward to deploying our innovative and data-driven digital marketing solutions to deliver the right engagement for the brand with its digital audience.”
Dentsu International has announced key leadership changes in India as part of its global organisational redesign. Kartik Iyer, erstwhile president – Media Brands and Amplifi, will now join the network’s market leadership team as its Chief Operating Officer (COO). He will continue to report to Anand Bhadkamkar and will be instrumental in driving the implementation of Dentsu’s new business model within the country.
Divya Karani
The network has also appointed Divya Karani, CEO at Dentsu X India, as the Chief Executive Officer (CEO) for Media, South Asia. Here, media includes the agencies Dentsu X, Carat, iProspect and Posterscope. In this additional role, Karana will be responsible for driving the global media strategy and delivery in South Asia, ensuring its alignment and relevance to the market. She will continue to report to Anand Bhadkamkar.
Anand Bhadkamkar
Said Bhadkamkar: “Dentsu is committed to delivering the best to its clients and Kartik and Divya are veterans in what they do. Kartik is recognised industry-wide for his media expertise while Divya is one of our finest from the industry. Her strength lies in delivering first-class, client-centric results and I am confident that their expertise and experience will only help accelerate the effectiveness, purpose, and performance offered to our clients.”
Meanwhile, Haresh Nayak will continue to serve as COO for Dentsu Media in India in addition to his other roles as President, Posterscope Asia Pacific and MD, Posterscope India, while Rubeena Singh is now incharge of the freshly rebranded iProspect. Anita Kotwani will continue to lead the Carat brand for India.
Dentsu Aegis Network today announces the launch of dentsuX which will be, as a communique notes, an “integrated agency network combining best-in-class communication and media planning services, content creation, technology, data and behavioural insights, following the rebrand of the Group’s media specialist – Dentsu Mediaâ€.
The new proposition, “Experience Beyond Exposureâ€, relays the brand’s strong belief in the power of experience over exposure, the communique adds.
Takaki Hibino
Takaki Hibino, Global Brand President of dentsuX,will continue to lead the agency globally. He said: “When Dentsu Media was first launched in 1999, the use of the word ‘media’ had a very limited meaning. For close to two decades, Dentsu Media alongside its creative agencypartners has expanded to offer much more to our clients than that original definition could describe. This is why we evolved its identity to reflect the potential of our brand and selected ‘X’ to represent the importance of delivering unique experiences. By integrating data, technology, creativity and distribution in the dentsu X offering, we can develop these experiences for clients that are truly focused on digital solutions.â€
Nick Waters
Added Nick Waters, CEO of Dentsu Aegis Network Asia Pacific: “Dentsu Media is unique as a scaled Asian agency network. Integrating within Dentsu Aegis Network portfolio of agencies it has propelled its growth so that it currently leads the Campaign new business tables.â€
“This change of branding serves to better reflect the agency’s capabilities and further enhance its position as a global agency network,” Waters added.
Divya Karani
In India, dentsu X will be headed by Divya Karani as CEO. Said Karani: “Dentsu Media has always believed in reaching ahead, anticipating and embracing change. ‘Experience’ is the currency in the brave new world we live in. dentsu X delivers to this.â€
The rebrand of Dentsu Media to dentsu X is effective today.
Editor’s Note: As a policy we do not honour the capitalising or various ways in which brands call themselves. Unless of course it’s a change of spelling. For instance, the communique from Dentsu spells Dentsu Media with a lowercased ‘m’ –Dentsu media and not Dentsu Media. But we don’t write it as that. Since it’s a launch press release, we’ve let it be a lowercased dentsu in the name but from now on, it will be: Dentsu X J
It’s been two months since this has been known, but now it’s official. That Dentsu Media has been awarded the media planning and buying for the entire portfolio of brands for Maruti Suzuki India (MSIL). The mandate has started this month (April) and was finalised following a multi-agency pitch earlier this year.
Dentsu Media will handle all media duties for Maruti Suzuki Corporate, Existing Channel and Nexa brands. A Â team comprising existing Dentsu Media members and handpicked experienced talent has been put together to handle this massive mandate. The scope of this mandate is a holistic integrated media and platform agnostic communications approach.
Dentsu Impact and Isobar, the other arms of the Dentsu Aegis Network already handle parts of the creative, digital and CRM business.
Sanjeev Handa
Speaking on the development, Sanjeev Handa, Vice President, Marketing Maruti Suzuki India, said: “Our partnership with Dentsu Aegis Network is a strategic one. We wanted to have an integrated and synergistic approach for our business to improve productivity and overall effectiveness. And with alignment of media services to Dentsu Aegis Network, we are looking forward to improving our overall marketing efficienciesâ€.
Divya Karani
On the win, Divya Karani, CEO, Dentsu Media, said: “We are delighted and honoured to be chosen as the preferred media partners for MSIL, a clear market leader in the category and one of the most exciting and innovative marketers in the country. We have put together a very experienced and balanced team of media, advertising and marketing professionals who will leverage our global capabilities, tools and resources to help MSIL further enhance its market leadership.â€
National Payments Corporation of India (NPCI) had appointed Dentsu Media, a full-service agency from the Dentsu Aegis Network, as their media agency. The agency had won the account following a multi-agency pitch.
Divya Karani
Commenting on the win, Divya Karani, CEO, Dentsu Media India said, “We are very proud to be the media partner to National Payments Corporation of India’s RuPay card. This mandate is a great addition and testimony to our understanding and work with other marquee clients such as SEBI, AMFI and RBI in this sector.â€
“The Rupay card epitomizes the ‘Make in India’ crusade. It will disrupt the category status quo, both in pricing and service, but most importantly it is a brave step towards financial inclusion for all.  Our team is super excited to be a part of enabling this disruption,†she added.
National Payments Corporation of India (NPCI) is an umbrella organization for all retail payments system in India. It was set up with the guidance and support of the Reserve Bank of India (RBI) and Indian Banks’ Association (IBA). NPCI has ten promoter banks namely, State Bank of India, Punjab National Bank, Canara Bank, Bank of Baroda, Union Bank of India, Bank of India, ICICI Bank, HDFC Bank, Citibank and HSBC.
Divya Karani, CEO, Dentsu Media has been conferred the Women Leadership Award by The World Women leadership Congress.
The Women Leadership Award recognizes and appreciates the profound role played by women as leaders, executioners, and decision makers, in shaping the future of the region and nation, and who embody the qualities of leadership in displaying active, creative, and integrative efforts in achieving the best possible results in the national and regional development plans.
The honour has been conferred amongst women across Asia ME and Africa. They have been recognized for their leadership qualities not just in the corporate world but also for their contribution to the society. They were selected by a panel of independent judges. An interesting array of women were presented the awards including the one who had run for the presidency in Afghanistan.
We resisted the temptation from using this as the headline: Kurlon goes to bed with Dentsu Media. Smartlines are often inappropriate even as they may be an excellent fit.
Pardon the digression, but the news is that the leading mattress brand has awarded its media duties to Dentsu Media. The account will be handled out of the agency’s Bengaluru office.
Kurlon has tasked the agency with developing a media strategy that will enable it to reach out to its priority markets effectively and help it re-affirm its position as market leader, adds a communiqe.
Sudhakar Pai
Divya Gupta
Said Sudhakar Pai, Managing Director, Kurlon: “Kurlon is at a very important stage right now and we need a media partner who can reconcile our objectives with what the media industry has to offer. We believe Dentsu Media fits the bill perfectly for this.”
On the win, Divya Gupta, CEO Dentsu Media said, “As an organization, Kurlon has the kind of philosophy that fits in quite perfectly with the Dentsu way.”
Dentsu Creative Impact and Dentsu Media have together bagged the creative and the media duties of Mandom Corporation’s Gatsby range of men’s grooming products.
Mandom Corporation (India) is a wholly owned subsidiary of Japan-based Mandom Corporation that is engaged in manufacturing and selling men’s and women’s cosmetics. Mandom offers its products under the brand names Gatsby, Pucelle and F&F among others. The company is also engaged in the provision of insurance agency and building management service through its subsidiary. The Company operates its business mainly in Japan, Indonesia, and other countries and districts in Southeast Asia.
On entering India and expanding the presence of the hair grooming brand in India, Takayuki Enomoto, Marketing Head, Mandom India,“We are all very excited about launching Gatsby Water Gloss in India and starting our marketing activities in full swing with our brand ambassador Varun Dhawan. We plan to cultivate a ‘Hair Styling culture’ in India. We are looking forward to influencing young men through Varun and expect this association to boost the brand’s visibility in India with the help of our creative partner Dentsu Creative Impact.”
After bagging the creative duties from the cosmetics and personal care products company, Tadashi Urashima, Chief Operating Officer, Dentsu Media said, “Partnering Mandom in the challenge to effectively access and engage with the trend-setting Indian youth, is both exciting and exacting work for Dentsu Media. It is an honour and pleasure to work with Mandom in communicating the emotion and passion of the Gatsby brand in this country, using an integrated Dentsu approach, with a cut-through campaign to deliver significant ROI.”
On getting the creative duties for the brand, Junichi Minohara, Chief Operating Officer, Dentsu Creative Impact said, “Excited, ecstatic and enthusiastic. It is a huge opportunity for us to partner a company such as Mandom Corporation in making a strong brand like Gatsby an even stronger player in the Indian market. The strength of this brand is immense in all countries where it is present, and we look forward to giving it the same stature in India as well.”
Kulfi Collective has announced the appointment of senior adperson Divya Karani as Chairperson and Executive Director of its Board. Most recently, Karni was the CEO of Dentsu Media, South Asia, where she led the agency for over 12 years.
