MxMIndia

Tag: Dr. Sandeep Goyal

  • Features some of the ad industry’s biggest stalwarts who have worked at Rediffusion

    Rediffusion toasts ex-employees in campaign to celebrates 50 Years

    By Our Staff

     

    Surprise! Surprise! An ad released by Rediffusion last week features Mullen Lowe Lintas India’s Group CEO, Virat Tandon. In fact Tandon is the hero of the ad. Why?

     

    Because Rediffusion is starting its ‘50 Years’ celebration, 24 months in advance. And every month over the next 24 months, Rediffusion will release an ad celebrating a former employee who has gone on to achieve success and fame in advertising, and beyond. Virat Tandon, who joined Rediffusion in 1993 as an Account Executive in their Delhi office and worked on Caltex, AT&T, Sony, Shell and Atlas Cycles, has the honour of being the first to be featured in his alma mater’s celebratory campaign.

     

    Explains Diwan Arun Nanda, Chairman & Founder of Rediffusion:  “Rediffusion has a proud history not just of the clients and brands it has handled over the past 48 years, but also the talented professionals who worked at Rediffusion over the years and left their indelible stamp on the agency. This campaign celebrates our stars who spent some part of their professional innings at Rediffusion, and then moved on to attain stature and esteem in the ad industry, media, movies, academia, and more. This campaign toasts their success, and thanks them for having been part of Rediffusion’s incredible journey of nearly five decades,”

     

    The second ad in the series features Kamlesh Pandey, who has recently come back to the agency as Legend In Residence. Pandey joined Rediffusion in the mid-70s and was the most awarded Copywriter of that era – with iconic lines like “Whenever you see colour, think of us” for Jenson & Nicholson, “Hum Red & White peene walon ki baat hi kuchh aur hai” for Red & White cigarettes, “The Zing Thing” for Gold Spot that made him famous. Pandey went on to head programming at Zee and is well known as a Bollywood script writer, including penning films like Rang de Basanti.

     

    Some of the ad industry’s biggest stalwarts have worked at Rediffusion. From Harsha Bhogle who joined the agency in client servicing straight from IIM Ahmedabad, and went on to become a famous cricket commentator, to India’s current cricket team coach Ravi Shastri who headed Showdiff, Refiffusion has many famous alumni. The current President of the Advertising Agencies Association of India (AAAI), Anupriya Acharya worked at Rediffusion over a decade ago. India’s No. 1 media man, Prashanth Kumar, the CEO of Group M started as a rookie in media at Rediffusion nearly 25 years ago. Actor Rahul Bose headed creative at Rediffusion Mumbai in the mid-90s while celebrated Creative Director Bobby Pawar too spent some of his younger days at Rediffusion’s Readymoney office writing copy. Havas’ Country Head Rana Barua and Times of India’s President Partha Sinha are both Rediffusionists.”

     

    Added Dr. Sandeep Goyal, Managing Director of Rediffusion: “So sparkling is our galaxy of superstars that choosing just 24 to feature in the campaign is going to be a tough task. I worked with Virat Tandon when I was Branch Head of Rediffusion Delhi. It is so satisfying to see Rediffusion youngsters like Virat bloom into leaders of the industry. Rediffusion has been a veritable University of Indian Advertising and we are proud to be celebrating our contribution through this communication.”

     

    The campaign has been ideated and written by Pramod Sharma, Executive Creative Director, Rediffusion Mumbai.

     

  • Ranveer Singh and MS Dhoni are most recalled brand ambassadors in the Indian Institute of Human Brands (IIHB) study on advertising recall in IPL 2021. Shah Rukh Khan topped the report in 2019 and MS Dhoni was at No 1 in 2020

    Ranveer Singh & Dhoni top IPL recall rankings

    By Our Staff

     

    Both actor Ranveer Singh and cricketer MS Dhoni have have done equally well in the annual IPL ad recall research of the Indian Institute of Human Brands (IIHB) conducted 10 days after the start of the league this year. The research polled 879 respondents in the age-group of 18-35 years (M=481, F=398) across India. The interviews were conducted telephonically.

     

    Dream 11 was the most spontaneously recalled brand in this year’s survey, which possibly also helped enhance both the brand equity and recall of Dhoni who anchored the 12-ad series for the brand as its ambassador and protagonist. Jio Fiber, with multiple IPL teams featured with an effervescent Ranveer Singh gyrating with a sing-song brand message, came in second on recall in the research, also helping the celebrity endorser to considerably strengthen his personal recall. Byju’s was the most spontaneously recalled brand on the IPL last year; though its celebrity endorser Shah Rukh Khan trailed behind other celebrities.

     

    Expectedly, Virat Kohli did well on recall too and came third in the recall rankings. Salman Khan did surprisingly well in this year’s survey and came in at No. 4, ahead of Rishabh Pant, Rahul Dravid, Varun Dhawan, Alia Bhatt and Saurav Ganguly who followed in that sequence. Ajay Devgn, Sachin Tendulkar, Shikhar Dhawan, Shah Rukh Khan, Boman Irani, Kareena Kapoor, Ranbir Kapoor, Katrina Kaif, Ayushmann Khurrana and Akshay Kumar, on the other hand, had very few mentions and scored very poorly on respondent recall. There were sporadic mentions of Virender Sehwag and Priyanka Chopra too. In the last survey conducted in October 2020, MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at rank 3; Ayushmann Khurrana at rank 4.

     

    Said Dr Sandeep Goyal, Chief Mentor of IIHB: “MS Dhoni and Ranveer Singh had a disproportionate share of visibility and recall in the IPL research we just conducted. This was in synch with the ultra-high recall of the brands they respectively endorse. It is interesting nevertheless to note that brands without celebrities like Phone Pe, Byju’s and others too have done well wherever media investments are heavy”.

     

    IIHB team used its proprietorial Celebar tool based on Celebrity Brand Association & Recognition to assign a metric score to each celebrity and associated brand. The tool takes into account:

    • Spontaneous recall of the brand

    • Spontaneous recall of the celebrity

    • Association between brand & celebrity together

    • Recency of communication

    • Media weight behind campaign

    • Solus versus multiple brands using the celebrity

     

    MS Dhoni had a Celebar score of 87, up from 82 at the last IPL. His spontaneous recall was an unusually high 82%. His association with Dream 11 was also very constant at 79% from the last edition. He got 9% association with IPL/Star TV, 8% brand association with Indigo Paints, 6% with Orient Fans for Orient Fans and Livfast Solar. 2% recall came from SunFeast Yippee. So, most of Dhoni’s brand goodness got hijacked by Dream 11, much like last year. If Dhoni had only been endorsing Dream 11, his Celebar score would have been near 100, given his strong association with that one brand, to almost the relative exclusion of the other brands he endorses.

     

    Ranveer achieved a Celebar score of 86, empirically almost equal to that of MS Dhoni. But his association was more democratically spread with Jio Fiber at 56%, JD mart at 48%, My11Circle at 22% and Bingo at 18%. Names of some other brands were mentioned by respondents but these were filtered out as they were not part of the IPL broadcast.

     

    Both MS Dhoni and Ranveer gained massively also on account of their main brands spending disproportionately large amounts of media monies which made them exponentially more visible than other competing celebrities.

     

    Virat Kohli trailed behind the Top 2. His score of 45 on Celebar is mostly derived by his 94% association with MRF tyres. Bluestar is in low single digits on association.

     

    Salman Khan at a Celebar of 38, owes 82% recall to Rajshree elaichi and the balance to Pepsi. Rishabh Pant climbed up interestingly to No. 5 on the strength of his JSW appearances. Varun Dhawan had 76% of his recall from Lux Cozi and much lower from Frooti. Alia owed most her recall also to Frooti with scattered mentions of Dark Fantasy.

     

    Interestingly, the IPL seems to be running no/few ads with Amitabh Bachchan, Akshay Kumar, Deepika Padukone, Ranbir Kapoor, and even with cricketers Rohit Sharma or KL Rahul or Hardik Pandya, or the media weightages behind those ads were too insignificant to be noticed by viewers.

     

    The Cred ad for Rahul Dravid was spontaneously recalled by 17% respondents but only 2% remembered Jackie Shroff and only 1% mentioned Kumar Sanu for the same brand.

     

    Mutual Funds (AMFI) ads had 22% recall but most respondents got the protagonists mixed up, with the most attributing the messaging to Dhoni and Kohli.

     

    Dream 11’s association with multiple cricketers was mentioned by many respondents but most were not sure if they remembered current creatives. Only the connect with MS Dhoni was unambiguous.

     

    Despite heavy media weights, Vimal Elaichi ad featuring Ajay Devgn and Shah Rukh Khan had only an 8% recall. Netmeds with Kareena Kapoor and Renuka Shahane had a good 9% recall. Priyanka Chopra’s Appy Fizz and Katrina’s Slice were almost not recalled. Hema Malini managed 3% recall on Kent RO. Randhir Kapoor’s Asian Paints managed 4% while Kareena Kapoor’s and Pankaj Tripathi’s Berger creatives both got below 1%. Ayushmann was remembered by less than 1% in Urban Company. Gajaraj Rao was mentioned in less than 1% for Voltas. Unacademy featuring Sunil Gavaskar and Harsha Bhogle too scored poorly at 2%. Gamezy featuring KL Rahul got less than 1% recall.

     

    On the ads without celebrities, the most remembered were Phone Pe (32%), Byju’s (31%), Vivo (22%), One Plus (21%), Groww (20%), Upstox (20%), Kia (19%), MPL (18%), Bisleri (11%), PharmEasy (11%), Thums Up(9%), Coca Cola (6%), Renault Kiger (6%), Tata Safari (6%), Skoda (3%), Ajio (3%), Dark Fantasy (2%), LikedIn (2%), Raymond (2%) and Tuborg (1%).

     

    As more gets added to the broadcast as the IPL progresses, both standings of celebrities and recall of brands may change, a communique added.

     

  • The Indian Institute of Human Brands (IIHB) ran a telephonic survey on Sunday, October 4 reaching out to 892 respondents during the day to check out recall of brands, their celebrities and their messaging

    Byju tops on IPL ads recall. Dhoni, Kohi most recalled celebs: IIHB study

    By A Correspondent

     

    Byju’s was the most spontaneously recalled brand on the IPL last weekend as MS Dhoni had the highest spontaneous recall as a celebrity endorser. The Indian Institute of Human Brands (IIHB) ran a telephonic survey on Sunday, October 4 reaching out to 892 respondents during the day to check out recall of brands, their celebrities and their messaging. There were 41% female respondents, ad 59% male. All respondents were between 15 to 35 years.

     

    So while Byju’s was the most spontaneously recalled brand on the IPL last weekend, its celebrity endorser Shah Rukh Khan trailed behind other celebrities who were more visible, hence more recalled. Dream 11 was at No 2 with multiple endorsers.

     

    Swiggy, Thar, UpGrad and Altroz ranked highest amongst brands that did not use a celebrity. VI was not spontaneously recalled, notes the study.

     

    MS Dhoni had the highest spontaneous recall as a celebrity endorser. Virat Kohli was a not-so-close second. Akshay Kumar was at #3; Ayushmann Khurrana at #4.

     

    Said Dr Sandeep Goyal, Chief Mentor of the IIHB: “So far in the IPL, MS Dhoni is the biggest celebrity. Virat Kohli trails. However, it is surprising that Shahrukh Khan has not done as well as the brand, BYJUs, that he represents. Aamir, though supported by much lesser media weightages, is a better performing celebrity this season at IPL. Non-celebrity brands have done well too. Swiggy, Thar, UpGrad, Altroz, Lenskart, MG Gloster, Facebook, Amazon, Kellogg’s, cricket.com, and VI were mentioned in significant measure by respondents. PhonePe and Swiggy were rated as the best ads of the ones on the IPL. But, the feedback on qualitative goodness was inadequate and is mentioned here only as part of data received by default.”

     

     

  • As per an Indian Institute of Human Brands report, a 16-17-year-old from the Bhutan border is the top earner @ Rs 5-6 crore/annum

    Here’s What TikTok Influencers Earned

    Followers in million; Income in Rs crore

     

    By A Correspondent

     

    So are TikTok influencers really as big as they are made out to be? Do they really earn in crores, or is it all of loose change? An Indian Insitute of Human Brands study released on Wednesday throws light on the phenomenon of the TikTok world.

     

    And before we go further, here’s the big news: Riyaz Aly, something of 16 or 17 years in age, from Jaigon, a border town of Bhutan, has 42.3 million followers his estimated annual earnings from TikTok are in the region of Rs 5-6 crore. His run-rate during the pandemic was actually higher and he could’ve easily crossed Rs 8-9 crores in 2020, but for the ban, notes a communique.

     

    #2 in the crorepati-roster is Faisal Shaikh whose earnings from Tiktok are estimated between Rs 4 to 4.5 crore. And Arishfa Khan comes third at Rs 4-4.5 crore.

     

    The list goes on. The table above shows the Top 10 followers as per the Indian Institute of Human Brands (IIHB) study. The table below has numbers 11 to 20. The IIHB research team met a large number of those from the TikTok world, in the past week, to arrive at a gross number on the loss that TikTok’s exit has created. An educated estimate is a dent of about Rs 120 crore at most for the Top 100 influencers. Pessimistic estimates could even be Rs. 100 crore. But interestingly, the long tail of TikTok is really really long. Someone with a one million follower base could earn Rs 30-35,000 a month. At double that number, the earnings could be in the Rs. 50,000 range.

     

    #11-#20: Followers & Earners

    Sr No Name  TikTok Followers Tiktok Income
    11 Beauty Khan 20.90 0.6 to 0.7
    12 Robin Jindal (Oye Indori) 18.80 2 to 2.5
    13 Mr & Mrs Choudhary 18.30 0.2 to 0.25
    14 Lucky Dancer 17.80 1 to 1.5
    15 Suraj Pal Singh 16.60 0.5 to 0.6
    16 Vishal Pandey 16.00 0.60 to 0.75
    17 Abraz I Khan 15.90 0.8 to 1
    18 Aashika Bhatia 15.90 3 to 3.5
    19 Hasnain Khan 15.60 0.8 to 1
    20 Bhavin Bhanushali 14.60 2.5 to 3

    Followers in million; Income in Rs crore

     

    Commenting on the incomes generated by TikTok influencers, Dr Sandeep Goyal, Chief Mentor of IIHB said: “Prices on TikTok for paid content were not high too. A Picture Post for a Top 10 TikToker was in the Rs 1,20,000 to 1,50,000 range; A Carousel or GIF cost Rs 1,50,000 for a Top 10 influencer but dropped to Rs 5000 for a Top 100 ranker. A Story was priced between Rs 5,000 and Rs 50,000 depending on the pecking order; a Story Highlight was priced between Rs 10,000 and Rs 1,00,000 and a Link in Bio (24 hours) fetched between a meager Rs 5,000 to Rs 35,000. For followers running into millions, this is indeed poor compensation,” he said, adding: “The one thing I could never fully understand with respect to TikTok was why its millions of followers did not convert into larger earnings for its influencers. There were easily at least 50 influencers with over 10 million followers. That is no small number. But the bottom of the Top 20 list barely made Rs 5-6 lacs a month, in reality. There were taller claims and larger stats touted by agents and middle-men, but the actual numbers were actually much lower”.

     

    So did TikTok suffer because of an age skew? Said Dr Goyal: “More than 60% of TikTok’s active daily user base was said to be between 16-24 years. Some even younger. While this is an age cohort that is theoretically very attractive to brands, in reality, this age-group does not really have as much discretionary spending power as compared to their peers in Western economies”.

     

    This is the first of two Reports by IIHB on TikTok. The second report will cover brand attributes of the leading players in the TikTok universe in India.

     

     

  • Punjab gov appoints Sandeep Goyal as CEO of Punjab CSR Authority

    By A Correspondent

     

    The Punjab government has announced the appointment of media veteran Dr Sandeep Goyal as the first CEO of the recently constituted Punjab CSR Authority, which has been tasked with the responsibility of attracting CSR funds from industry both within Punjab, and from outside the state, and streamlining the CSR activities to coalesce into a set of common goals. The CEO will report to the Secretary, Industries & Commerce, Punjab.

     

    Said Vini Mahajan, IAS, Additional Chief Secretary, Industries & Commerce, Government of Punjab: “We are delighted to have Dr Sandeep Goyal as the first CEO of Punjab’s CSR Authority. Dr Goyal has spent more than three decades in the corporate world, both as a professional and as an entrepreneur. He has just the right credentials to lead the newly constituted Authority, given his easy access, past relationships and professional outreach to India’s top corporates”.

     

    Sandeep Goyal

    Added Goyal: “I am delighted to be selected by the Punjab Government to lead the CSR Authority. It is not an easy assignment. CSR funds are going to be under severe pressure because corporate profits are likely to be seriously impacted by the current pandemic and the lockdowns. Nevertheless, once the pall of gloom lifts somewhat, we will look to build durable and long-term partnerships with industry to support projects that benefit the state, and its subjects, across a broad spectrum of initiatives.”

     

     

  • The full-page print ads were featured prominently either on the jacket or a full page of the newspaper

    8 creative agencies partner FPJ & Mogae on social communication initiative

    By A Correspondent

     

    Over the last month, the pages of the Mumbai-based Free Press Journal (FPJ) have featured social communication messages produced by leading creative agencies.

     

    This was the outcome of Mogae Media collaborating with FPJ to get leading agencies to create ad campaigns on the current coronavirus crisis and related social issues. Each creative was to be in full-page size. Beyond that the agencies were allowed an open brief: choose your own theme related to the pandemic, and create what you would like the world to see.

     

    Agencies such Bang In The Middle, Havas Group, Laqshya, Publicis, Rediffusion, RK Swamy BBDO, Scarecrow M&C Saatchi and Wunderman Thompson delivered a total of 10 campaigns. Each of them focused on different social aspects of this crisis. These print ads were featured prominently either on the jacket or a full page of the newspaper.

     

    Said Abhishek Karnani, Director,The Free Press Journal: “We as a newspaper aspire to engage with our readers in the best possible way. One way of doing so was to run these advertisements from these nine esteemed agencies. Through this we have sought to communicate messages of hope and tenacity – so vital during this lockdown period. Subtle yet strong messages were wonderfully crafted and conveyed by these agencies. We are thankful to them. Special thanks are owed to Mogae Media which conceptualised this entire campaign.”

     

    Added Dr Sandeep Goyal, Chairman, Mogae Media: “Abhishek Karnani and FPJ are really large-hearted, and very generous, to give so willingly of their media space for communicating messages of societal good. The agencies too gave us their talent and time without demur. The creative quality was uniformly high. I noticed also that despite full-page sizes on offer, the copy was minimal. Obviously, faith in long copy has waned! The art direction across campaigns has been 10/10. I am really glad we did this Social Communication Initiative.”

  • A study by the Sandeep Goyal-led Indian Institute of Human Brands unveils a report on the hot duos

    What makes Virat Kohli-Anushka India’s #1 Power Couple?

     

    By A Correspondent

     

    The Mumbai-based Indian Institute of Human Brands (IIHB) has unveiled its study on ‘Power Couples’ in India. Called the Sparklers Report, it features a study of the following duos: Virat-Anushka, Deepika-Ranveer, Ranbir-Alia, Akshay-Twinkle, Abhi-Ash and Saif-Kareena… what it bills as “the hottest, and commercially-most-in-demand couples in the country”.

     

    Sandeep Goyal

    Said Dr Sandeep Goyal, veteran adperson and Chief Mentor of IIHB: “Power Couples are the new phenomenon in the brand endorsement business with many brands trying to sell aspirational and experiential products to millennial couples who are starting families, using famous couples as the ones to emulate. But there is no empirical research so far on what these Power Couples actually represent or how they are seen by potential audiences. At IIHB we decided to track each one of these trail-blazing couples over a set of 24 important brand attributes,” adding: “There is also an interesting throw-back study on Romantic Couples of Bollywood since Partition, something never researched before”.

     

    Here’s the report:

    Who are Power Couples?

    A Power Couple is a couple who is famous and accomplished; and together seen to be successful and influential in society. More importantly, each of them is individually successful and influential. Together they are the epitome of what anyone would desire or want in a relationship. Hence, admired and emulatable.

    Where did the term Power Couples come from?

    It was during the FIFA World Cup 2006 that David Beckham and Victoria Caroline Adams (also known as Posh Spice from her singing days as part of The Spice Girls band) were a toast of the celebrity circuit. With media coverage of the World Cup including the wives and girlfriends (WAGS, as they are called) of the stars, David and Victoria Beckham became the original power couple for Indian celebrities to take a cue from. Today, the term is on steroids in Indian media.

    Why did it take so long for India to have its own Power Couples?

    The Power Couples Report gives interesting perspectives on how Bollywood and cricket could’ve given us these aspirational sparkler couples much earlier but a long list of famous celebrity couples … Dilip-Saira, Sunil Dutt-Nargis, Rajesh Khanna-Dimple, Amitabh-Jaya, Nawab Pataudi-Sharmila, Dharmendra-Hema, Rishi-Neetu, Gavaskar-Marshneil, Dhoni-Sakshi, Sachin-Anjali, Azhar-Bijlani … somehow fell short of the ‘famous-together’ threshold despite being well-known.

    The IIHB Report earlier this year researched current ‘Sparklers’ and the six listed above  – Virat-Anushka, Deepika-Ranveer, Ranbir-Alia, Akshay-Twinkle, Abhi-Ash and Saif-Kareena – were shortlisted for a more detailed study. Kajol-Ajay Devgn, Shahrukh-Gauri, Madhuri-Dr. Nene and Priyanka-Nick were also researched but their score together remained below acceptable threshold.

    What are the key attributes to Power Couples?

    Trustworthy, Respected, Fun, Distinctive, Charming, Different, Stylish, Progressive, and MFEO (Made-For-Each-Other) are some of the key Image, Human and Personality brand attributes that add value to Sparklers. The IIHB study covers 24 such attributes.

    Who are the winners?

    On select attributes:

     

    TRUSTWORTHY
    Rank Couple Score
    1 Virushka 72
    2 DeepVeer 70
    3 AksTwink 65
    RESPECTED
    Rank Couple Score
    1 Virushka 79
    2 DeepVeer 78
    3 AksTwink 74

     

    DISTINCTIVE
    Rank Couple Score
    1 AksTwink 74
    2 DeepVeer 72
    3 Virushka 71

     

    DIFFERENT
    Rank Couple Score
    1 RanbirAlia 81
    2 Virushka 81
    3 AksTwink 80
    TRADITIONAL
    Rank Couple Score
    1 DeepVeer 72
    2 AbhiAsh 70
    3 AksTwink 68

     

    STYLISH
    Rank Couple Score
    1 RanbirAlia 76
    2 Saifeena 75
    3 AksTwink 74

     

    Without a doubt, Virushka and DeepVeer top score across most attributes, with AksTwink a respectable third despite being much older. Ranbir-Alia despite not being married (the only unmarried couple in the Top 6) do well too, especially on being seen as ‘Different’. Saifeena are ‘Stylish’ (after all he is a Nawab and she is true-blue Bollywood royalty) but Abhi-Ash who trail on most attributes are seen to be ‘Traditional’.

    Pointers from the study

    :: All the couples are bunched together fairly close, yet have attributes that differentiate them, hence can be leveraged by brands.

    :: Virushka and DeepVeer are very close in imagery … they top score across the attributes.

    :: AksTwink are ‘Straight Forward’ and ‘Like Us’, hence most relatable. Brands need to leverage this in communication.

    :: Saifeena are ‘Up To Date’ and ‘Stylish’ but ‘Arrogant’.

    :: Abhi-Ash are the laggards of the survey. That may not be hard to explain … careers of both partners are largely in doldrums.

     

    “So far very few Power Couple ads have been exceptional … the best, without doubt being the Maanyavar ad of Virushka. But most others including DeepVeer (Lloyd’s), RanbirAlia (Lay’s) and Saifeena (AirBnB) don’t really sparkle on creatives. Advertisers and their agencies need to carefully match brand attributes to those of the celebrity couple and maximize what the duo best stand for”, says Dr. Goyal.

    The Romantic Couple survey in the later part of the Report shows various couple combos over the years with the honours going to:

    1950s    : Raj Kapoor and Nargis

    1960s    : Guru Dutt and Waheeda

    1970s    : Amitabh and Rekha

    1980s    : Amitabh and Parveen Babi

    1990s    : Shahrukh and Kajol

    2010s    : Ranbir and Deepika

     

    Amitabh Bachchan is paired amongst the best in two decades with two different heroines. India’s most famous romantic hero Rajesh Khanna doesn’t make the grade despite famous pairings with Sharmila Tagore, Asha Parekh and Mumtaz.