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Tag: Interactive Avenues

  • To manage social media for RPPL's Indian Racing League and FIA Formula 4

    Interactive Avenues wins social media mandate for RPPL

    Interactive Avenues, the digital arm of IPG Mediabrands, has bagged the social media mandate of Racing Promotions Pvt. Ltd. (RPPL), formula racing and motorsports management enterprise. The agency will be responsible for elevating the digital presence of RPPL’s flagship properties, the Indian Racing League (India’s first franchise-based motorsports league) and FIA Formula 4 (the country’s first FIA-graded racing championship). Interactive Avenues will handle the account out of their Mumbai office.

    Commenting on the collaboration, Akhilesh Reddy, Chairman, RPPL, said: “Our vision is to place India on the global motorsports map and social media is a crucial part of this journey. Interactive Avenues presented a compelling long-term strategy and we’re confident that their expertise in sports marketing will help us consistently grow our fanbase and elevate engagement around the Indian Racing Festival.”

    Added Shantanu Sirohi, COO, Interactive Avenues: “Our partnership with RPPL aligns perfectly with our commitment to drive meaningful engagement and awareness in the sports sector. RPPL is fostering a world-class motorsport ecosystem in India, and we are excited about crafting a distinct social media identify for them, integrating FIA F4 and the Indian Racing League into everyday conversations among sports enthusiasts.”

  • Rohit Sharma, Jasprit Bumrah rule T20 WC chatter

    Rohit Sharma, Jasprit Bumrah rule T20 WC chatter

    The ICC Men’s Cricket T20 World Cup garnered unprecedented social media chatter, reports Interactive Avenues, the digital arm of IPG Mediabrands India which  released its “‘apturing the Glory: A Social Listening Report on #T20WorldCup’ report on Monday.

     

    The report is based on data gathered from social platforms such as Twitter, Reddit, and popular cricket forums and reveals  insights on player popularity, most appreciated performances, most talked about matches, top brand partnerships and more.

     

    Commenting on the report, Shantanu Sirohi, COO, Interactive Avenues, said: “The Cricket T20 World Cup has once again proven the unparalleled ability of cricket to captivate audiences. This tournament has set new benchmarks for player popularity, with stars like Rohit Sharma and Jasprit Bumrah leading the conversations. Our comprehensive social listening report not only highlights the staggering number of mentions and engagements, but also delves into the elements that drove these numbers.”

     

    Key findings of the report:

    Social chatter highlights:

    • Overall, the tournament garnered 55.9Mn mentions and drove 461Mn engagements.
    • Rohit Sharma emerged as the most talked about player and batsman (5.5Mn mentions). Jasprit Bumrah was the most popular bowler (1.2Mn mentions), and Hardik Pandya was the top all-rounder (1.1Mn mentions).
    • The finale between India and South Africa was the most talked about match (2.2Mn mentions), followed by India vs. Pakistan (1.7Mn mentions).

     

    Most thrilling moments:

    • Suryakumar Yadav’s stunning catch which clinched the T20 World Cup title for India got 209K mentions.
    • Afghanistan beating Bangladesh in a low-scoring thriller to seal their semi-final spot drove 156K mentions
    • India’s victory against Pakistan by 6 runs in the low-scoring group stage match garnered 122K mentions.

     

    Most popular players:

    • Powered by consistently stellar performances, India’s Rohit Sharma (5.5Mn mentions), Virat Kohli (4.1Mn mentions), Suryakumar Yadav (1.3Mn mentions), Jasprit Bumrah (1.2Mn mentions) and Hardik Pandya (1.1Mn mentions) emerged as the most popular players on social media.

     

    Top emerging players:

    • Making their debut in a T20 World Cup, players from USA topped the popularity charts among emerging talent. Saurabh Netravalkar led the roster (163K mentions), followed by Ali Khan (67K mentions), Aaron Jones (49K mentions), and Monank Patel (30K mentions).

     

    Top emotional moments:

    • Rohit Sharma and Virat Kohli’s ‘bromance’, including videos of their journey together, resulted in 7.1Mn engagements.
    • Rohit Sharma and Virat Kohli announcing their retirement from T20 international matches drove 4.1Mn engagements.
    • Rohit Sharma kissing Hardik Pandya in an emotional moment after India won the cup garnered 2.3Mn engagements.

     

    Biggest comeback story:

    • After being booed at every match venue during IPL 2024 (92% negative mentions), Hardik Pandya made a spectacular comeback with 88% positive mentions during T20 World Cup 2024.

     

    Top brand partnerships:

    • Brands across diverse industries leveraged T20 CWC-based partnerships to drive engagement. Maruti got 258K mentions, Amul garnered 200K mentions, and ICICI Bank got 145K mentions.
    • Nandini Milk witnessed a whopping 390% increase in average monthly engagement, while BPCL’s “Snap The AD” contest drove a 191% spike in average monthly engagement.
  • Featuring a series of videos and reels featuring WPL cricketers

    Santoor by Wipro & Interactive Avenues launch campaign

    Santoor, the flagship brand of Wipro Consumer Care & Lighting, has launched its campaign “Young Soch Diaries,” celebrating the limitless spirit of modern women in association with their digital agency, Interactive Avenues, and JioCinema.

    https://www.jiocinema.com/sports/cricket/young-soch-diaries-ft-harmanpreet/3928339

    Said S Prasanna Rai, Chief Marketing Officer & Head – Ecommerce Business, Wipro Consumer Care and Lighting: “The spirit of today’s women cricketers, their accomplishments, resilience, the way they challenge stereotypes and pursue their dreams without limitations is what resonates with Santoor’s philosophy of, ‘Skin ho ya soch, always stay young’. We hope that the campaign inspires women to embrace their unique identity and explore their limitless potential.”

    Added Aparna Tadikonda, EVP – South, Interactive Avenues: “By spotlighting our women cricketers’ journeys, we wanted to help Santoor position itself as a forward-thinking, inclusive brand that celebrates the fusion of strength and beauty. We’re thrilled with the positive response #YoungSoch is receiving across social media.”

  • The account will be serviced by the agency's Chennai office

    Interactive Avenues wins e-commerce mandate for TTK Healthcare

    By Our Staff

     

    Interactive Avenues, the digital arm of IPG Mediabrands India, has secured the e-commerce mandate for TTK Healthcare, a diversified conglomerate with a wide range of healthcare and FMCG products.

     

    Interactive Avenues will be responsible for elevating TTK Healthcare’s e-commerce presence and increasing sales across key marketplaces and quick commerce platforms. Their mandate includes e-commerce strategy, content creation, media activation, catalogue management, and more.

     

    Commenting on the association, Arjun Siva, DGM – Digital Marketing & eCommerce, TTK Healthcare, said: “We are delighted to appoint Interactive Avenues as our eCommerce agency. We’re confident their proven digital expertise will help us drive growth and efficiencies across eCommerce platforms, especially for our brands Skore & MsChief in the sexual pleasure category and Eva, our personal enhancement brand.”

     

    Aparna Tadikonda, EVP – South, Interactive Avenues, added: “TTK Healthcare has significantly contributed to the advancement of India’s FMCG & healthcare ecosystem for over 6 decades, and is also a pioneer of the condom industry in India. We are thrilled to be working with them. We will focus on delivering a seamless customer journey and driving digital growth powered by our proprietary data-driven frameworks and tools.”

     

  • To extend its presence in India

    Argentine Football Assoc partners with Interactive Avenues

    By Our Staff

     

    The Argentine Football Association (AFA) and Interactive Avenues have reached an agreement to consolidate the content and brand expansion strategies of the Argentine team in India in the coming years.

     

    AFA began operations in the Indian market in 2021, creating content and activations for fans in India and generating regional sponsorship agreements with the largest companies in the region.

     

    Said Claudio Tapia, President of AFA: “For more than six years we have been working steadily on AFA’s expansion plan in the world, developing important markets and regions where we previously had no presence or sponsorship agreements. Today, we can highlight that AFA is one of the sports brands with the greatest presence in strategic markets such as India, China, the Middle East and the U.S. In this case, we are happy to renew our agreement with Interactive Avenues, who is helping us generate a closer link with the Indian audiences and at the same time generate new channels of communication and visibility for our sponsors in the region. We appreciate the trust and will continue working to be a bigger brand every day in India and the rest of the world.”

     

    Added Shantanu Sirohi, COO, Interactive Avenues: “We are delighted to offer differentiated and relatable content that resonates well with Indian audiences and creates a thriving fan community for AFA. We are privileged to be the preferred digital partner for several Indian and international sports teams, and this collaboration will further strengthen our position as a one-stop digital agency for sports marketing.”

     

  • Delves into the digital 'noise' of surrounding the tournament

    Interactive Avenues releases report of ICC Men’s World Cup ’23

    By Our Staff

     

    Interactive Avenues, a leading full-service digital agency and the digital arm of IPG Mediabrands India, has released ‘Smashing Records, Winning Hearts: A Social Listening Report on #CWC23’, which delves into the digital conversation landscape surrounding the historic tournament of The ICC Men’s Cricket World Cup 2023.

     

    The report, based on extensive data gathered from social platforms such as Twitter, Reddit, and popular cricket forums, reveals unique insights on player popularity, most appreciated performances, most talked about matches, biggest moments, top brand partnerships and more.

     

    Commenting on the report, Shantanu Sirohi, COO, Interactive Avenues, said: “The unprecedented scale of social media buzz sparked by this year’s Cricket World Cup has been remarkable. Using innovative tools and techniques, our Social team analysed millions of online conversations to unearth valuable metrics around player influence, match fever, emerging talent, brand engagement, audience sentiments etc. The report validates the surging power of social media in shaping the narrative of sports across the globe.”

     

  • To elevate e-commerce presence in India

    Interactive Avenues gets Twinings mandate

    By Our Staff

     

    Interactive Avenues, the digital arm of IPG Mediabrands India, has been awarded the e-commerce mandate for Twinings tea company. The account will be serviced by the agency’s Gurugram office.

     

    Said Jonathan Ellis, Head of Marketing – India, Twinings: “Interactive Avenues has a proven track record of executing successful e-commerce campaigns and delivering significant business results for leading brands. We are confident that their deep digital expertise will help us amplify our online presence and strengthen our reach in India. We look forward to collaborating with their dynamic team.”

     

    Added Shashank Rathore, Vice President – E-commerce, Interactive Avenues: “We are delighted to announce our collaboration with Twinings, a household name in India and across the globe. To facilitate their leadership on e-commerce platforms, we will deploy best-in-class strategy frameworks and automation-led tools, with a sharp focus on the end-to-end customer journey. We will also leverage the capabilities of our in-house production studio, Echo to build visually stunning content for the brand.”

     

  • Highlights social buzz during and after the recent India-Pakistan World Cup match

    Interactive Avenues releases social media listening report

    By Our Staff

     

    Interactive Avenues, a full-service digital agency and the digital arm of IPG Mediabrands, released a comprehensive social media listening report around the intense match which ended in a crushing defeat for Pakistan. Based on extensive data gathered from social media platforms and popular cricket forums, the report deep dives into highlights of the social buzz before, during, and after the match.

     

    Commenting on the report, Shantanu Sirohi, COO, Interactive Avenues, said: “The India vs. Pakistan match was one of the most talked about matches in this year’s World Cup tournament. Using best-in-class social listening tools, our Social team compiled a comprehensive report which unlocks valuable insights around player popularity and public sentiments, while revealing the most memorable, controversial, and heartwarming moments of the match.”

     

  • Virat Kohli trumps MS Dhoni in IPL 2023 social chatter

    Interactive Avenues releases IPL 2023 Social Media Listening Report

    By Our Staff

     

    Interactive Avenues, the full-service digital agency and the digital arm of IPG Mediabrands India, has launched “IPL 2023: Unveiling the Roar”, a social media listening report with unique insights into the digital conversation landscape surrounding the IPL 2023 season. The report, based on data gathered from online platforms, analyses the social media buzz generated by IPL 2023.

     

    Said Shantanu Sirohi, COO, Interactive Avenues:  “We are thrilled to present the findings of our report ‘IPL 2023: Unveiling the Roar.’ The social media buzz surrounding the tournament was truly remarkable, with player controversies and emerging talent capturing the hearts and attention of fans. This report offers valuable insights into the power of social media in shaping the narrative of IPL 2023, highlighting the immense popularity of players like Virat Kohli and the impact of strategic partnerships. It is a testament to the ever-growing influence of digital platforms in the world of sports and entertainment.”

    Here are some key findings and highlights from the report:

     

    Player Popularity:

    • Virat Kohli emerged as the most popular player, with 7 million social media mentions across IPL 2023. Despite Royal Challengers Bangalore’s defeat by Gujarat Titans in the final league game, Kohli outperformed MS Dhoni on social media, who garnered 6 million mentions.
    • Kohli generated more brand-related chatter than the next 9 players combined, showcasing his significant influence and engagement on social platforms.

     

    Liked and Disliked Moments:

    • Rinku Singh’s historic match-winning knock against Gujarat Titans received the highest number of social media likes.
    • Kohli’s controversial argument with Gautam Gambhir and Naveen-ul-Haq generated the most mentions (270K) and engagement (4 million).
    • Rohit Sharma’s dismissal due to poor performance against Royal Challengers Bangalore drove engagement to the tune of 2 million, making it another highly talked-about moment.

     

    Emerging Players in the Spotlight:

    • Rinku Singh topped the charts among emerging players with 940K mentions, followed by Yashashvi Jaiswal (250K mentions) and Tilak Verma (190K mentions).

     

    Social Media Buzz and Team Mentions:

    • The tournament and franchises sparked a whopping 42 million mentions on social media.
    • Chennai Super Kings topped the roster with 7.6 million mentions, emerging as the most talked-about team.

     

    Impact of Partnerships and CSR Initiatives:

    • IPL-based partnerships played a significant role in driving brand perception on social media.
    • Gaming was the leading category with 120K mentions, followed by Media with 70K mentions.
    • Puma’s ‘Go Green’ campaign in collaboration with Royal Challengers Bangalore garnered 67.2K mentions and drove engagement of more than 1 million.

     

  • The IPG Mediabrands digital arm will help scale the brand’s online presence through differentiating content and strategies, notes a communique

    Interactive Avenues wins Vim mandate

    By Our Staff

     

    Interactive Avenues, a Reprise network company, and the digital arm of Mediabrands India, has won the digital creative mandate for Hindustan Unilever Limited’s dishwash brand – Vim. The agency won this mandate through a highly competitive pitch process and will handle the account through its Mumbai office.

     

    Said Amardeep Singh, CEO, Interactive Avenues:  “As a market category, dishwash typically has a low-involvement footprint online. We will leverage best-in-class strategies to shape impactful conversations for the brand and take their digital story to the next level.”

     

    Interactive Avenues is a full-service digital marketing company with offices in Mumbai (headquarters), Gurgaon, Bangalore, Chennai and Kolkata. They offer a comprehensive range of cutting-edge services including Media, Programmatic, Data & Analytics, E-Commerce, Paid Search, Social Media, SEO, ORM, Creative and Web Development under one roof with fluid, multidisciplinary teams.

     

  • To be managed from Bengaluru

    Interactive Avenues bags A23 Games mandate

    By Our Staff

     

    Interactive Avenues, the digital arm of Mediabrands India, has won the digital media duties for A23 Games, the leading multi-gaming platform. The mandate spans the entire digital media spectrum including online brand building, social media management, content development and digital activations. The account will be led out of the agency’s Bengaluru office.

     

    Said Aparna Tadikonda EVP (South), Interactive Avenues: “We are delighted to add another marquee brand and an industry leader like A23 Games to our clientele. The online gaming sector is booming, and A23 Games has played a pioneering role, since its inception over 16 years ago, in catapulting India to #2 position in the world. Their ‘Responsible Gaming’ campaign with superstar Shahrukh Khan has already raised the content bar, and we are truly excited to leverage our media expertise and creative prowess to not only elevate A23 Games’ digital game but also to help realize their vision of making India an online gaming powerhouse.”

     

    Interactive Avenues is India’s leading full-service digital marketing company with offices in Mumbai (headquarters), Gurugram, Bengaluru, Chennai and Kolkata. They offer a comprehensive range of cutting-edge services including Media, Programmatic, Data & Analytics, E-Commerce, Paid Search, Social Media, SEO, ORM, Creative and Web Development under one roof with fluid, multidisciplinary teams.

     

  • Talks about bringing families closer through meals

    Bergner kitchenware rolls out campaign

    By Our Staff

     

    Bergner has launched a campaign for Diwali season. The campaign, titled ‘Pyaar, Parivar aur Bergner’, talks about bringing families closer through meals.

     

    Talking about the ‘Pyaar, Parivar aur Bergner’, Aruni Misha – CEO, Bergner India said: “As a brand, our core philosophy is all about bringing families together, and this reflects in our latest campaign. Pyaar, Parivar aur Bergner talks about making special memories at the dining table with Bergner.”

     

    The ad film, conceptualised by Interactive Avenues,  is live on all platforms, and has seen a warm reception all over the internet, its emotional theme resonating with many on social media.