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Tag: Sapna Chadha

  • Partnered by Google, Colors and TheTimes of India

    Emvies to be held on March 25

    By Our Staff

     

    The Advertising Club  is set to host the Emvies on March 25. With over 1000 entries this year, the event is scheduled to be held in open air. Mumbai from 6.30pm onwards.

     

    Said Partha Sinha, President, The Advertising Club: “It’s been a long break and we at TAC are eagerly waiting to see some of the great work that has been done in the last year and hope to recognise and reward the best of the best in each category. We have a special recognition – The Young Emvie of the Year, in honour of Pradeep Guha, a stalwart and legend in the world of Media and Entertainment. With Google being our presenting sponsor this year, it’s befitting that we’re looking for innovation at the heart of everything. We are excited and ready to get the ball rolling in earnest, move the inertia of the last two years into a juggernaut of momentum and host perhaps the grandest Emvies to date. All the best to every participant, may the best work win!”

     

    On being the Presenting Sponsor, Sapna Chadha, Vice President, Marketing – India, Southeast Asia and South Asia, Google Asia Pacific, said: “We are delighted to be partnering with The Advertising Club on the most prestigious and highly anticipated media awards. At Google, we incorporate innovation and creative strategy in everything we do and we’re eager to see what the young creative minds of India have produced in the past year. It is our absolute pleasure to be a part of this legacy and hope to see some great work being recognised.”

     

  • The story created by Lowe Lintas revolves around Dravid and his team who are in the Dharamshala for a match

    Rahul Dravid & team do an act for Pixel 2

    By A Correspondent

     

    On the back of the launch of Google’s Pixel 2 has launched a new campaign featuring Rahul Dravid conceptualised and executed by Lowe Lintas, Delhi

     

    The three-minute film aims to showcase the user in a real manner, with Pixel 2 seamlessly being part of their life. Dravid, a cricketing legend and coach has been roped in by the brand to share real user’s experience in the film. The personality traits of Rahul – dependable, honest, passionate, genuine and one with a smart cricketing brain are a perfect sync with the smartness and simplicity Pixel offers and the brand attributes of Google.

     

    Said Sapna Chadha, Marketing Director, India and South-East Asia, Google: “The range of features such as Assistant, Maps, Search, Camera clarity, Unlimited storage through Photos, etc that Google’s Pixel 2 offers addresses consumer pain points and finds ways to ease our lives. Like everything we do at Google, Pixel is about the user. It’s a belief in the awesome things consumers can do with the best tools we can give them. The new campaign highlights and exemplifies that in an engaging way,”

     

    Added Joy Mohanty, Regional President (creative) North & East, Lowe Lintas: “It was interesting to see what lies on the other side of The Wall – Rahul Dravid, the Coach. We see him hang out with the new kids on the cricket block. And he shows them a trick or two. Aided all along, of course, by his superbly smart Pixel 2.”

     

     

  • Watch time in India has grown 400 per cent year on year and 80 per cent of watch time in India comes from mobile

    YouTube ‘watchtime’ leapfrogs, fourth edition of Brandcast held

    By A Correspondent

     

    YouTube hosted the fourth edition of Brandcast India in Mumbai recently. Held in Mumbai, the event brought together leading advertisers, agencies, and partners from all across the country to discuss and celebrate YouTube – the destination where Indians choose to watch video. Talking about the growing appetite among Indian consumers to watch videos online, YouTube shared that as per App Annie, over 180 million Indians are watching YouTube every month on mobile. Further, ‘watchtime’ in India has grown 400 per cent year on year and 80per cent of watch time in India comes from mobile. From entertainment to education, from news to beauty – Indians are turning to YouTube for every aspect of their lives.

     

    Improved connectivity, affordable data plans and huge variety of content available has led to over 400 million Indians online and 300m smartphone users today. In the mobile video era, viewers can watch what they want, where they want and when they want – and this greater choice for viewers also means greater opportunities for marketers. In today’s media environment, while there is plentiful reach, it’s harder to attract viewers’ attention.

     

    Elaborating on how attentive reach has become the new currency for the advertisers, Sapna Chadha, Head of Marketing, Google India and South-East Asia said, “According to asurvey we conducted with Majestic Research, using eye-tracking technology we discovered, the first ad in an TV ad break is watched actively by 50% of people while the last one is watched actively by only 13% of viewers. Attention has always been inherent to advertising. But, capturing and keeping attention has never been harder for advertisers.”

     

    Addressing the audience, she asked them to change how they buy and plan media for attentive reach. She also shared that over the years, YouTube captures audience attention by delivering 95per cent audibility and 93per cent viewability.

     

    Speaking on how to make advertising more effective online, Jonah Goodhart, CEO, MOAT said, “Everywhere in the world, consumption patterns are changing, making ‘attentive reach’ the foundation of any digital campaign. Measurability is the key to understand the efficacy of any brand engagement and we are thrilled to be the first company to independently measure viewability on YouTube.”

     

    Sanjeev Handa, VP and Head of Marketing, Maruti Suzuki also addressed the audience and said, “When you combine a format like video and you want to reach out to a billion+ Indians, the answer comes naturally and that is YouTube. YouTube allows us to tell the right brand stories to the right audiences helping us capture their attention. Case in point, is the launch of the IGNIS which was done simultaneously through the physical as well as digital medium to engage with the millennials and, the results were astounding. On YouTube, the launch was viewed over 10 million times, and 20% pre-launch bookings came from digital in the first 10 days,” adding: “For advertisers to leverage digital effectively, one needs to have deep insights into your consumers, look to target their interests and effectively measure the viewability of the ad.”

     

    Elaborating on his experience of working with brands, Kurt Hugo Schneider who has over 8 million subscribers on YouTube and has collaborated with over 40 global brands said, “Concept integration and not product integration, is key to making a brand video authentic and earning people’s attention. With technological innovation, brands today have the opportunity to interact more closely with their audience and get a feel of their preferences.”

     

  • The new Google ad by Lowe Lintas deals with fulfilling unfulfilled dreams

    Google unveils new campaign that emphasizes on fulfilling one’s dream

    By A Correspondent

     

    Keeping its focus on India, Google is trying to enhance consumer experience through their products and their effort to make internet more accessible to a larger pool of people. And, in order to do so, it has released its digital film titled ‘The Hero- A Bollywood story’. The film has been conceptualised by Lowe Lintas, Delhi.

     

    The agency had to crack an idea which not only impacted the masses but one that appealed to a wider audience across the country. They used the context, which most Indians can relate to- the context of unfulfilled dreams. Mostly, people tend to forget and move on from their unfulfilled dreams. The film highlights how Google, in its own way, can help you find that dream and chase it. To add a relatable and relevant touch, the agency has incorporated Indian cinema as a background. Bollywood is synonymous to hopes and dreams of thousands in our country, and through this film Google has tried to focus on cinema from a product perspective- enhancing film search results and create a range of search experiences especially for Indian cinema.

     

    Commenting on the new campaign, Sapna Chadha, Marketing Head, Google said: “Google has a long history of building products for India, and we wanted to make sure that when these millions of Indian cinema fans pick up their phone and ask Google about their favorite films, actors or songs, they get a delightful, local experience.”

     

    The film is about the journey of a father-son duo, where in the son is trying to fulfill his father’s long lost desire to work in movies. It is about them rediscovering dreams – Bollywood style – with Google Search by their side.

     

    Arun Iyer, Chief Creative officer, Lowe Lintas said, “With a nation that’s crazy about cinema, thousands of people land up in Mumbai every day to be part of this magical world. But very few get to live their dreams. This film was inspired by those lost dreams and new journeys. The story was created around the product that takes you on an emotional journey.”

     

    Commenting on the campaign, Naveen Gaur, President, Lowe Lintas said, “Nothing unites this nation like cinema does. So we took that as the context to expand the relevance of Search in people’s everyday life. Cinema is so engrained in us that we always endlessly want to know about films and the stars. Google with its enhanced search does a great job in helping people know anything about Movies and much more.”

     

  • Campaign to play up the slice-of-life moments of the true Indian cricket fans

    Google launches new ad campaign by Lowe Lintas Delhi

    By A Correspondent

     

    With the excitement around the much anticipated ICC T20 World Cup, Google unveiled its latest Ad campaign highlighting a range of cricket Search features on its Google app.

     

    From a range of power packed features such as score updates to match schedules in English and Hindi these features offer a front row seat to all the games. The new Search experience also includes news articles related to games, teams and players, as well as score boxes with in-depth game stats.

     

    Further creating awareness around these new features, the two ad films highlight the benefits of the app. Conceptualized by Lowe Lintas Delhi, the new campaign helps communicate that cricket lovers can easily get answers to any questions about cricket through the Google App from score updates  to schedules, from cricket gear to trivia.

     

    Commenting on the new campaign, Sapna Chadha, Head of Marketing, Google India, said: “Being away from the action can be frustrating, but from today you’ll never have to miss another moment with the launch of new cricket experiences on the Google app.”

     

    Sharing his views on the creative approach behind the campaign, Arun Iyer, Chief Creative officer, Lowe Lintas said, “Die-hard fans of cricket will stop at nothing to get the updates on scores or any information related to cricket. This element has been captured beautifully through the two films that goes on to show that no matter what you cannot take cricket out of a fan, and it’s only through relevant and timely information that you can go one-up with them.”

     

    Adding to this, Naveen Gaur, President, Lowe Lintas said, “Cricket is the biggest passion of this country where every Indian is a bigger cricket lover than the next one. And as one of the leader brands creating a digital world, it’s only natural that Google becomes the most preferred platform for any cricket related queries”.

     

    The campaign will be aired during the upcoming T20 Cricket World Cup and also IPL 2016 and will span essential on and offline mediums.