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Tag: Interactive Avenues

  • This happened after a a multi-agency pitch

    Kohler awards digital duties to Interactive Avenues

    By Our Staff

     

    Kohler India,  the kitchen and bath space brand, has onboarded Interactive Avenues, the digital arm of Mediabrands India, as its digital agency following a multi-agency pitch. The account will be managed by the agency’s Gurugram office, with a strong focus on heightening digital footprints across the India region.

     

    Talking about the association, Parveen Gupta, Director – Marketing, Kohler Kitchen & Bath India said: “Kohler has already established itself as the most admired and recommended international brand when it comes to Bathroom products. We want to leverage Digital in the most constructive way and thereby make Kohler the brand of choice for consumers aspiring for luxury houses. Interactive Avenues’ robust understanding of the market and digital ecosystem made the mark for us.”

     

    Added Abbhishek Chadha, Senior Vice President (North & East), Interactive Avenues: “Kohler is not just leading, it is leading with a vision. A vision to not just capture consumers but make them experience luxury via its aesthetic products and exceptional services for their homes.  Being a household name comes with its own set of expectations and we fully aim to meet those with our custom-made and client-first approach. Our understanding and experience as a full-service digital agency in crafting digital solutions along with our dedicated set of professionals will drive this partnership to great heights.”

     

  • And over 66% people subscribe to more than 1 OTT app, notes Affle's Mediasmart India CTV Report 2021

    Majority Indians spend 1 to 4 hours on Connected TV

     

    By Our Staff

     

    ‘India CTV Report 2021 – Mapping Connected TV (CTV) Viewership in India and the Opportunities for Brands’, a report from Mediasmart, an Affle company, highlights the changing media consumption patterns of the Indian consumer. India is undergoing digital transformation and consumers are steadily moving away from traditional linear TV to CTV and OTTs. This change presents an untapped advertising opportunity for brands and advertisers. The report highlights consumer adoption insights layered with an expert view on possible advertising potential of the CTV medium.

     

    According to the report, key CTV viewership trends and insights include:

     

    Out of the select audience surveyed, 78% own a Smart TV and 93% of these smart TV users access internet based content Mobile-first, active and aware CTV consumers: CTV users are young, urban adults who are already mobile-first and are actively engaging with diverse apps such as – 89% of the respondents are social media users, 82% are e-commerce, 44% are gamers and more

     

    Content on demand: over 59% respondents prefer downloading apps via Smart TV App Store, while 26% respondents primarily consume content via pre-installed apps and a small section (15% respondents) use the dongle to stream content on TV One device, many uses: Close to 70% respondents spend between 1 to 4 hours on CTV watching movies (91%), streaming music (64%), playing games (47%) or watching news (64%) Spending ability and OTT preferences: Over 65% respondents subscribe to more than one OTT app.  There is 40%+ adoption for the leading eight OTT apps in India: Disney+Hotstar, Amazon’s Prime Video, Netflix, Zee5, MXPlayer, Sony LIV, VOOT and Alt Balaji. The inclination on app usage is also heavily dependent on seasonality and timing Limited barriers to viewership and adoption: Unlike mobile usage of internet, which requires literacy levels, CTV consumption cuts across age, language, and city barriers. By going vernacular, advertisers can engage with users in ads of their language Said Nikhil Kumar, Senior Director, Mediasmart: “The world is moving towards immersive watching experiences and CTV is an exciting space to be at. It is interesting to see leading advertisers in the country adopt CTV advertising as a critical new addition to their media mix. CTV advertising is here to stay and with evolutionary solutions provided by mediasmart on Household Sync technology, we are powering brands to engage with relevant consumers across the connected devices.”

     

    Added Amardeep Singh, CEO of Interactive Avenues, on the CTV opportunity in the report: “Advertisers globally – and in India – are lapping up the CTV opportunity as it continues to grow as an exciting medium for digital advertising. We have seen great results and ROI for some of our top clients who are already using the CTV ad technology from mediasmart. This research is a step in the right direction to build standard industry metrics, even as technologies like Household Sync make CTV more measurable and impactful.” It may be recalled that Interactive Avenues, an IPG Mediabrands company, partnered with Affle’s mediasmart platform for programmatic and Connected TV (CTV) advertising in India.

     

  • The mandate will include brand and communication development across social and digital media channels

    PlayerzPot partners with Interactive Avenues for digital boost

    By Our Staff

     

    Interactive Avenues has bagged the account to expand and build digital presence and communications for PlayerzPot. This will include brand and communication development across social media and digital media channels and other key touchpoints.

    Said Sunil Yadav, Marketing Director at PlayerzPot: “We’re excited to be setting out on this journey, and starting 2021 with Interactive Avenues as our creative and digital partners. As an organisation, PlayerzPot is on a mission to radically change the world of fantasy sports and online skill gaming as a whole through disruptive innovation. Interactive Avenues is going to play a crucial role in helping us realize this goal with their creative and digital expertise.”

    Added Shantanu Mulay, Business Head – Creative, Interactive Avenues: “We are delighted to add Playerzpot, one of the most exciting fantasy gaming apps, to our marquee client portfolio. The brand wanted to onboard an agency, which would bring together creativity, analytics and marketing insights without losing the business goal. Interactive Avenues’ rich and diverse experience and understanding of the category and its business challenges, leveraged our partnership with Playerzpot. We will be using the most cutting-edge, specialised tools and media solutions, to build the brand in the mind of its TG in the dynamic, ever-growing and competitive gaming space”,

     

     

  • The conceptualisation and scripting agency is Interactive Avenues

    Voltas Beko’s #LiveYourResolutions campaign

    Press Release-based

     

    With ‘Freedom from chores’ for every family as the objective, Voltas Beko Home Appliances Private Limited (VoltBek) has launched a series of digital short films, urging people to put their tiring experiences of 2020 behind and focus on their hopes & ambitions for 2021.

     

    The goal is to inspire people, after what has been a rough year, to start 2021 on the right note and make their resolutions a reality.

     

    Conceptualised by Interactive Avenues, Gurugram. Production: Prime Focus

     

  • The award was presented at the IAMAI's India Digital Awards held in Delhi on Thursday

    Interactive Avenues is IAMAI Best Digital Agency for 4th time

    By A Correspondent

     

    The Internet and Mobile Association of India (IAMAI) has named IPG Mediabrands’ full-service digital agency, Interactive Avenues (IA) as the Best Digital Agency of the Year for the fourth time in a row. The 7th edition of IAMAI’s India Digital Awards was part of the 11th India Digital Summit held in New Delhi.

     

    At the 2017, India Digital Awards, Interactive Avenues won 4 Gold (including the Best Digital Agency of the Year), one Silver and two Bronze trophies. The agency picked the Gold awards for Reckitt Benckiser’s Display Campaign, Johnson & Johnson’s Search Marketing Campaign and American Express Email Marketing Campaign. It picked the Silver award for Coca-Cola India’s Social Media Marketing Campaign. The agency grabbed the two Bronze awards for Samsonite Most Innovative Use of Content and Jockey’s Search Campaigns.

     

    “Last year when we picked up this trophy for the third time, it seemed liked a momentous occasion in our journey as an agency. But winning this award for the fourth time is really gratifying and reinforces our belief in the kind of work we are doing and the value we are adding to our client’s business”, said, Amardeep Singh, CEO, Interactive Avenues, adding: “IPG Mediabrands’ commitment in bringing in the most cutting edge tools and techniques to India has made Interactive Avenues the most future ready digital agency in the country We have India’s largest end-to-end social management infrastructure & teams, the most advanced data analytics and programmatic platforms and listening centres and several proprietary research tools.”

     

     

  • The digital campaign is based on the insight that young individuals today strive to leave a unique mark in the world

    Micromax aims to leave a mark in latest campaign for Canvas 6

    By A Correspondent

     

    Micromax has launched a new campaign promoting its new product launch – Canvas 6. The Canvas 6 is Micromax’s first smartphone to be equipped with a fingerprint sensor making each smartphone highly personal, protected and easily un-lockable making it the perfect option for the new age evolved users.

     

    With digital medium becoming increasingly critical and important for Micromax to connect with its consumers, a digital campaign has been rolled out to put across the compelling features of the smartphone. The digital campaign is based on the insight that young individuals today strive to leave a unique mark in the world. The hyper-social youth today aims not only to achieve their goals but also create a long lasting and visible impact with their hard work and dedication.

     

    Micromax along with its production house Sniper have come up with a refreshing digital campaign which showcases today’s millennials as individuals who don’t want to give up and are willing to push themselves to succeed and the new Canvas 6 is a smartphone designed specifically for them. The digital Canvas 6 film depicts a series of individuals writhing in their struggle to achieve what they set out to. The film talks about embarking on the less travelled path is never easy, however, one’s determination to triumph over the challenges such as the fear of failure drives them to push through, break barriers and succeed and leave their mark on the world. The campaign uses the thumbs and eventually the fingerprints as symbols of each individual’s identity. The fingerprint motif seamlessly ties each of the individuals to the product’s key features – its finger print sensor.

     

    Commenting on the campaign, Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, “At Micromax, we believe in redefining the smartphone experience and the introduction of new Canvas 6, brings to life our vision of Micromax 3.0, as we are re-emphasizing our commitment to bold, fearless innovation that meets the needs of our ever demanding consumers. With Canvas 6 we are offering our consumers a premium device that sports fingerprint sensor for great security and personalisation, full metal body for great looks and great specification and functionality with unique service offerings through ‘Around’. Our new digital campaign ‘leave your mark’ ties in well with the features of the smartphone as well as bring alive Micromax’s new brand philosophy of “Nuts.Guts.Glory”

     

    Commenting on the campaign, Chahna Rupani, SVP & Executive Producer, Sniper says, “We wanted to conceptualize a video for Canvas 6 that seamlessly married the brand’s philosophy with its new feature, the fingerprint sensor as well as connect with its consumers- the young and hyper social beings. The challenge was to present the quality of this feature subtly and aesthetically for it to resonate with the uncommon individual. So instead of casting actors, we chose real artists from varied underground art movements as they strive to leave their mark through their unique expressions.”

     

    Commenting on the campaign, Rahul Marwaha, EVP, Interactive Avenues said, “We see an emerging trend in the Video consumption as far as the digital realm goes. ‘Leave Your Mark’ is a digital TVC that echoes the real-life stories of today’s youth. With Micromax going through a brand makeover, we made sure the new philosophy is communicated in a seamless manner.”

     

  • Salil has an extensive experience working with agencies and companies like Saatchi & Saatchi, CNN IBN, Microsoft and Happy Creative

    Grey India appoints Salil Inamdar as the National Head – Digital Content and Creative

    By A Correspondent

     

    Salil Inamdar

    GREY group India has appointed Salil Inamdar as the National Head for Digital Content and Creative. Salil joins from Interactive Avenues where he was heading digital creative and content.

     

    Salil comes with an experience of over 15 years of across diverse media disciplines, from traditional advertising to film to media. At GREY, he will spearhead his capabilities across all areas of digital communications for those clients who avail digital services. Based in Bangalore office, Salil will oversee work across all GREY group India offices. He will report to Leroy Alvares (President-Digital Services) on the digital business and client needs; and creatively to Sandipan Bhattacharyya (Chief Creative Officer).

     

    Sandipan said, “Salil straddles rich experiences across digital, television and mainline and that’s what makes him just right for repurposing the digital offering at GREY. He will also be instrumental in pushing our mandate of famously effective integrated ideas that are served up in the consumers’ medium of choice.”

     

    Salil has an extensive experience working with agencies and companies like Saatchi & Saatchi, CNN IBN, Microsoft and Happy Creative. His work has been covered by domestic and international press along with awards like the D&AD, Webby, AVA, RAPA, Spikes Asia, Adfest and the FWA. He has worked on brands such as TVS, Arvind, Toyota, Puma, Amazon, ITC Foods, Tanishq and Future Brands, amongst many others.

     

    “I am delighted to have Salil join us. I am sure with him on board the we will sharpen the digital practice and journey toward impactful communications that will make a difference to our clients business and consumer,” said Alvares.

     

  • Handset manufacturer Micromax has undertaken a unique online engagement activation for the launch of Canvas 3D, the latest smartphone in the Canvas series.

    Micromax launches 3D campaign for Canvas smartphone series

    By A Correspondent

     

    Handset manufacturer Micromax has undertaken a unique online engagement activation for the launch of Canvas 3D, the latest smartphone in the Canvas series.

     

    The phone gives users 3D content without the need for 3D glasses. The brand activated a unique 3D campaign in the online space which is Interactive and engaging in nature.

     

    Micromax’s online partner, Interactive Avenues came up with the idea of building a compelling launch activity across MSN and Yahoo homepages. All visitors to the pages were urged to click on the Micromax Canvas 3D banner ad placed on the homepage, transforming the entire website into a 3D webpage. The campaign saw the brand engage with top portals for building engagement and excitement among the consumers in online space. The banner, with the help of Mediamind, was served on various websites using the browser’s 3D rendering engine for the first time ever.

     

    The takeover on Yahoo innovation generated a whopping 15 percent engagement rate against global benchmarks of close to 1 percent, resulting in over 894,000 impressions that generated more than 900 tweets and 8719 Facebook link visits. The campaign witnessed over 1.3 minutes as the average time spent on MSN, resulting in a 2.83% interactivity rate.

     

    “The online medium has become a platform that connects youth with their favorite brands beyond boundaries. The online campaign has helped Micromax reach out effectively to both new and existing customers and the exemplary response is a proof to the same. The latest campaign offered a spectacular 3D moment and brought alive our commitment of providing unique experiences to the users,” said Shubhodip Pal, CMO, Micromax.

     

  • Across India Inc, Twitter has fast transformed from an individual tool into a key platform to create and sustain brand buzz

    Nokia, Reckitt etc outsource @Twitter to woo consumers

    By Shelley Singh

     

    Abhishek Roy, a 25-year-old commerce graduate from Delhi University and a diehard believer in social media, has more than 100 followers to his Twitter account. But that’s not the only account the heavy-metal addict operates on the social networking and micro-blogging service. Mr Roy also tweets for a living.

     

    As an employee of Bloggers Mind, a social media-focused start-up that promises to ‘multiply your brand buzz’, Mr Roy spends his working day putting out tweets that typically promote products and services of companies. One of the companies that keeps Mr Roy busy is Nokia, which has outsourced its Twitter handle to Bloggers Mind.

     

    “A great app to become an amazing cook! bit.ly/zo6bvd. Here’s a review of the app from @mynokiablog,” is just one of Mr Roy’s tweets that go out to some 15,000 followers of Nokia India.

     

    In Mumbai, 26-year-old Upasana Sanyal’s typical day is no different. Ms Sanyal, who joined technology services provider Mahindra Satyam six months ago, sends out 300-400 tweets a month. A recent one was on the company’s quarterly results.

     

    Q3, Re dip gains mixed; volatility high,” was the cryptic but crisp message to the twitterati following the company. “Tweets spike around results time or key announcements. It’s a good deviation from the mundane,” said Ms Sanyal, a consultant with Mahindra Satyam.

     

    At Dell India, Suyesh Shankar, 39, a marketing manager for consumer and small- and mid-sized businesses, spearheads the US firm’s social media agenda, which comprises a Twitter team that sits out of the company’s Bangalore-based Social Media Command Centre.

     

    Roy, Sanyal and Shankar are the communicators with the mandate to capture consumer attention in 140 characters. While Mr Roy is with a specialist social media services provider, the latter two are key members of in-house Twitter teams.

     

    Across India Inc, Twitter has fast transformed from an individual tool into a key platform to create and sustain brand buzz. The communications range from customer feedback and new jobs announcements to customer grievances and no-holds barred promotional blitzes.

     

    While companies such as Nokia India, Kotak Securities, Reliance Digital, Reckitt Benckiser and TripAdvisor outsource their Twitter handles, others such as ICICI Bank, Dell, IBM and Flipkart manage it in-house. Other agencies, such as Bloggers Mind, that provide third-party tweets include Convonix, Interactive Avenues and OgilvyOne.

     

    Twitter for most corporates is one link in an integrated marketing chain. “Our Twitter team is an extension of our ‘khayaal aapka’ effort and brings to life our commitment to be where our customers are,” said Anita Pai, senior general manager, ICICI Bank. In a typical month, ICICI Bank monitors 200,000 social media mentions, out of which 70,000 are tweets.

     

    Handset major Nokia India manages between 400 and 700 tweets a month via Bloggers Mind. “We use Twitter to engage with consumers on a real-time basis, share tips, information and address feedback or queries,” said Viral Oza, director (marketing), Nokia India. Bloggers Mind has a nine-member team for Nokia and four for Reckitt Benckiser.

     

    Aditya Vaidyanathan, account director for Nokia at Bloggers Mind, said: “We have a weekly planner with clients as to what messages to send out and how to address queries.” This includes promotional trivia such as: “Did you know that 360,500 text messages are sent out from Nokia phones every second”; or answering queries like: “How do I add new dictionary words to Nokia Lumia?”