MxMIndia

Tag: Info Edge

  • The communication will also be launched on digital media comprising of video, mobile, display and social media platforms

    For Jeevansathi, it’s important that one ‘Be Found’

    By A Correspondent

     

    Jeevansathi.com has unveiled its new TVC around the concept of ‘Be Found’. The idea behind this concept is to do away with the traditional approach of looking for matches and instead, focus on providing a platform where prospective matches can find each other. To communicate this approach in the first phase, the new TVC by Jeevansathi.com will go on air on 22nd January, 2016 with a TV campaign across 15+ channels and will have language edits as well.

     

    The communication will also be launched on digital media comprising of video, mobile, display and social media platforms. The digital campaign will run across the website and external media platforms as well.

     

    Created by JWT, the TVC represents a new generation who instinctively choose their life partner. It opens with an after meeting conversation in an office setup where the boss tells the employee to come with his wife for the office party and in response the employee tells him that he is still single and looking for one. After that, the TVC progresses with the person explaining his journey of having met a lot of women but not the perfect one and urges you to logon and come on to the portal to be discovered or found by the one perfect for you.

     

    Commenting on the campaign, Sumeet Singh, Group Chief Marketing Officer, Info Edge (India) Limited, said “With this innovative campaign, we are introducing a fresh approach towards matrimony in India. The new communication aims at registering a thought in the minds of people to look at matrimony from the view point of “Be Found” rather than looking for a match. It ultimately enhances the experience of a person who is registered on jeevansathi.com to arrive at a platform where the prospective match is waiting for him/her.”

     

    Shujoy Dutta, Executive Planning Director, JWT, added “In “Be Found” we have a strategy that separates us from the rest of the online match-making portals. In India, logging onto a portal to find a prospective spouse is stressful and without romance. However, we’ve inverted that, by making logging-on the act that helps you connect with that Mr. or Ms. Right who is probably looking for you.  From being a person who has to do the hard work of finding and screening, we’ve made the candidate feel special by being the one who is found.”

     

  • The truth is that internet is a great medium for consumers, and it is a great medium for small and medium enterprises to build their business, feels Mr Oberoi

    Internet as a media has arrived: Hitesh Oberoi

    Hitesh Oberoi is  Chairman- IAMAI and CEO and Managing Director, Info Edge. In conversation with MxMIndia’s Robin Thomas on the sidelines of the IAMAI’s marketing conclave recently, Mr Oberoi spoke about the changing dynamics of internet and mobile in India, the trends to watch out for and much more.

     

    For long we have been referring to internet as a new medium. Would you still regard the internet as a ‘new’ medium?

    I don’t think internet is a new media any more, but a media which has arrived. There are already more than 120 million online users and this number will grow to 400 million in the next three to five years. Therefore, I don’t think internet is a new medium any more nor a medium that can be ignored.

     

    Has there been a shift in perception over the years among advertisers about the internet and mobile as media vehicles?

    Advertisers are definitely taking the internet a lot more seriously today simply because of the growing number of online and mobile users. With the kind of targeting options and the kind of measurement options, the internet offers have brought more and more advertisers on board. In addition to this, the internet is not only one of the cheapest medium to advertise but, also provides better ROIs to advertisers. So certainly these are some of the factors leading more advertisers to the internet.

     

    What about a credible measurement system? Why do we lack still one today?

    There are some challenges, there are different methods used by different measurement providers but, I think they realize that internet is getting big in India and are, perhaps, working towards a better measurement system. So very soon we should have a credible measurement system in India.

     

    What according to you are the opportunities and possible threats or challenges that 3G and 4G services could have for mobile advertising in India?

    As the internet grows faster, people will spend more and more time on the internet. Penetration and the speed of access are the two things needed for bringing in more people to mobile internet. What 3G and 4G will do is, improve the speed of access and when the speed of access increases, a user will be able to download content faster. So, a combination of faster internet on mobile, quick downloads, and good quality content and so on will lead mobile internet to a different level altogether.

     

    And the lessons that India can learn from their international counterparts on internet and mobile advertising?

    One thing we should be investing in is the internet economy. The truth is that internet is a great medium for consumers, and it is a great medium for small and medium enterprises to build their business. Internet is a great leveler of the two India’s (urban and rural). Just as the telecom revolution which has led to people being empowered, the same could happen on the internet. So, I think the lesson we can learn from the United States and China is that we need to invest more and more in broadband and we need to make it cheap for people, so that many more can get onto the internet.

     

    Any specific trends to watch out for in the digital media space?

    There will be many more people on the internet five years from now, Indians will spend more time on the internet and probably they will spend most of their time online, therefore, marketers cannot afford to not be online. In fact, a lot more access to internet will take place through mobile phones. So while in this phase, more people are accessing internet through their PC or desktop, the next phase of internet growth will come from mobile. Therefore, marketers need to adapt to these changes accordingly. These changes may take a while but, undoubtedly digital is the way forward.