MxMIndia

Tag: Wavemaker

  • Wavemaker wins integrated mandate for Taco Bell

    Wavemaker India has announced the bagging of the integrated media mandate for Taco Bell, the American fast-food chain that offers Mexican-inspired cuisine.

    The account will be handled out of Wavemaker’s Delhi Office. Wavemaker India will be responsible for developing and executing innovative media strategies across various online and offline channels. The partnership will focus on bolstering Taco Bell’s brand visibility, and establishing the brand as a leading player in the rapidly growing Indian fast-food landscape.

    Speaking about the partnership, Kunal Malhotra, Chief Marketing Officer Taco Bell said: “We are delighted to partner with some of the best minds at Wavemaker as we set out to build Taco Bell as one the most loved QSR brands in India. We are sure that with the media prowess at Wavemaker, we will together establish Taco Bell as food which the new generation of Indian consumers love, by giving them a Loaded with More experience –  with Taco Bell Food as well as our communication.”

    Commenting on this partnership, Ajay Gupte, CEO – South Asia, Wavemaker added: “We are excited to welcome a dynamic brand like Taco Bell to our family. We are thrilled to explore new opportunities and build innovative strategies that resonate with Taco Bell’s unique vision. By fusing our expertise with their bold spirit, we’re confident of creating something truly exceptional.”

  • Video content consumption witnessed significant increase; 194% from 2023

    Wavemaker presents Earned Equity Report on IPL 2024

    Wavemaker MESH – the Real Time Data Intelligence solution released the 9th edition of Earned Equity report around the Indian Premier League (IPL). The report analyses how the audience perception of IPL has evolved over the years. It focuses on the digital audience and uses data points like consumption data around digital content and also social and search insights.

    Commenting on the report, Ajay Gupte, CEO – South Asia, Wavemaker said: “We are excited to present the 9th edition of Earned Equity Report on IPL. This report is poised to be an invaluable resource for cricket enthusiasts and brands alike, particularly in shaping their marketing strategies. We are confident that it will provide valuable insights to brands, paving the way for future sponsorships and partnerships.”

    Talking about the report Vishal Jacob, Chief Transformation Officer, Wavemaker India added: “The Earned Equity Report offers a comprehensive analysis of the social buzz surrounding IPL 2024, providing brands with actionable insights to navigate the competitive sports media landscape.”

  • Wavemaker is Media Agency oof the Year, ABP Publisher of the Year

    Wavemaker is Media Agency oof the Year, ABP Publisher of the Year

    It’s now become a winning habit for GroupM agency Wavemaker. On the first day of the Goafest 2024, Wavemaker India was crowned Media Agency of the Year at Abby Awards Powered by One Show. They bagged 16 metals. Earlier, ABP Ltd bagged the Publisher of the Year titled with five metals.

    The EssenceMediacom team winning the sole Grand Prix Media Abby for Airtel 5G Plus Ultimate Fans: Look Maa! I am on TV

    The Wavemaker tally include four golds, nine silvers and three bronzes. The sole Grand Prix presented was won by GroupM agency EssenceMediacom for Airtel 5G Plus campaign #LookMaImOnTV for innovative use of branded content – integration.

    While Wavemaker scored 98 points, the next best was less than half that at 48. That was Initiative Media. EssenceMedia secured 42 points.

    The ABP Pvt Ltd team winning the Publisher of the Year Abby

    Like last year’s edition, the Abby Awards are powered by One Show and have received a total of 3506 entries as against 3301 last year. As many as 73 entrants for the Media Abby as against 63 last year. In Creative, there are 198 entrants as against 181 last year. The total number of entries for Media Abby were 1258 this year (up from 1019 last year) and in the various categories under Creative, it’s been 2248 this year, as against 2282 last year. Digital, Mobile, and Technology, have collectively garnered 626 entries from 75 companies.

    The gates for receiving entries had to be shut as per deadline, we were told, else, the entries for Creative Abby would’ve crossed last year’s tally.

    There were 23 jury chairs and 204 jurors across 23 categories. Of these there were 53 new, young, award-winning judges. There were 68 women amongst the judges (nine jury chairs are women).

    Publisher Abby

    Media Abby

  • These include media strategy and planning & media investment

    Wavemaker retains mandate for Luminous

    Wavemaker India has successfully retained the integrated mandate for Luminous Power Technologies. Wavemaker has been entrusted with the brand’s traditional and digital media responsibilities since 2021. These include media strategy and planning, media investment, media activation, and content creation. Wavemaker’s Delhi office will continue to oversee the execution of all services for Luminuous Power Technologies.

    Said Neelima Burra, Chief Transformation Strategy and Marketing officer, Luminous Power Technologies: “Our association with Wavemaker has been since 2021 and it is an exciting time to extend this partnership. As a brand that gains massive consumer appeal and recall value in consumers’ minds, we need an agency partner that would further strengthen Luminous’ presence in offline and online mediums at all stages. Our partnership has helped us create that relevant engagement value and we look forward to further building the brand’s growth in the future as well.”

    Talking on the retention Ajay Gupte, CEO – South Asia, Wavemaker added: “Our partnership with Luminous has flourished over the past two years, and our continued collaboration is a testament to the remarkable results we have achieved together. We have successfully demonstrated exceptional capabilities in enhancing the brand’s image, and our joint efforts have yielded innovative media strategies and campaigns.”

  • Launches AI-powered fun-filled #FansWaliHoli

    Colors launch third collab with Imperial Blue

    Viacom18’s flagship Hindi entertainment channel Colors launched a campaign to launch its third collaboration with Seagram’s Imperial Blue Packaged Drinking Water and Wavemaker India for its #FansWaliHoli campaign, powered by generative AI technology. This initiative delivers a personalised and interactive Holi experience for the fans, unprecedented in its scope.

    Said Vivek Mohan Sharma – Head, Branded Content, Viacom18: “We are constantly striving to push boundaries and explore innovative ways to connect brands with audiences. Building on Viacom18’s vision of adopting technology every step of the way, we are approaching content marketing through the lens of technology as well. By leveraging generative AI, we have created a fun and interactive experience for fans to celebrate Holi with their favourite Colors stars, while seamlessly integrating the Seagram’s Imperial Blue Packaged Drinking Water brand message. This campaign is a perfect example of how we are marrying content solutions with cutting-edge tech to deliver a holistic brand and content experience.”

    Added Ishwindar Singh, Pernod Ricard India: “Seagram’s Imperial Blue packaged drinking water stands for embracing life with a smile and Holi, the festival of colours, is the perfect occasion to showcase our brand’s commitment to inspiring smiles and light-hearted moments. Partnering with Wavemaker and Viacom18 has allowed us to merge technology with celebrations to amplify the consumer experience through developing engaging campaign around key festivals like Holi.”

    Said Shekhar Banerjee at Wavemaker India: “At Wavemaker we are extremely proud to partner with our client Pernod Ricard India and brand Imperial Blue packaged Drinking Water to have continuously deliver on engaging innovatively with our consumers. Holi wishes delivered through an AI led campaign which puts you in the same frame with your favourite celebrity and recreates a beautiful poster which can be shared on social, go up as a poster in your room, be your wallpaper or give you bragging rights within your circle, is simply magical.”

  • Wavemaker & Mondelez shine @ Emvie 2024

    Wavemaker & Mondelez shine @ Emvie 2024

    The 24th edition of the Emvies, held last Friday (March22) saw Wavemaker India with 665 points recognised as ‘The Best Media Agency of the Year’ and Mondelēz India Foods Pvt. Ltd. with 440 points declared as ‘The Best Media Client of the Year’.

    Grand-EMVIE
    Grand EMVIE

    EMVIE - Client of the year
    EMVIE – Client of the year

    Grand EMVIE Thirty-five agencies participated to submit 1892 entries, of which 471 entries were shortlisted. Other than one Grand Emvie, 44 Gold and 68 Silver trophies were presented in addition to 88 Bronze prizes.

    Wavemaker India also bagged the Grand Emvie for Mondelēz India’s Cadbury Celebrations. Mindshare with 460 points stood second and EssenceMediacom with 325 points stood third. It was indeed a GroupM show at the top of the agency roster.

    The Emvie for Diversity Equality & Inclusion (DE&I) was awarded to Mindshare for Dove’s Stop The Beauty Test. The Young Emvie of The Year was awarded to Mindshare’s Rowena Rodrigues for Dove – Crafting Cannes-worthy Brilliance!

    Said Rana Barua, Group CEO of Havas India, South East, and North Asia, and President of The Advertising Club: “The calibre of work showcased at the Emvie this year was truly phenomenal. Standing out in their unique ways, each entry exemplified the exceptional quality of work our industry professionals consistently maintain, reaching global standards. We are delighted to celebrate these winners, whose creativity and strategic brilliance set a new standard for excellence. A heartfelt congratulations to all the winners for raising the bar in the media industry!”

    Added Punitha Arumugam, Chairperson, Emvies Committee: “The work submitted for Emvies continues to astound us. Each year, the innovative and ingenious campaigns elevate the industry’s brilliance to new heights. A huge congratulations to this year’s winners! The quality of work witnessed sets a remarkable standard in the media industry, and we are thrilled to see where the continuing work takes the industry next.”

    The prestigious awards were powered by TV9 Network, co-powered by The Times of India, in association with UltraTech Cement, and category sponsors Craving Digital, Celebrity Cricket League (CCL), and South Indian International Movie Awards (SIIMA).

    EMVIE 2024 AGENCY OF THE YEAR

    EMVIE 2024 CLIENT OF THE YEAR

    EMVIE 2024 RESULTS

  • As VP, Growth Initiatives

    Wavemaker’s Anil Sathiraju to bolster Ants Digital

    By Our Staff

     

    Ants Digital, hte integrated communications and digital marketing firm, has appointed Anil Sathiraju (formerly with Wavemaker) as Vice President-Growth Initiatives. Sathiraju spent some nine years at the GroupM agency, last as General Manager-South and Head of South Entertainment.

     

    Speaking on the appointment, Sanjay Arora, CEO, Ants Digital said: “At Ants, we are constantly looking to scale our service offerings for clients. With Anil joining the team, we will surely open a lot of doors to growth. Ants is a fully integrated digital and marketing consulting firm with offices across, Gurugram, Mumbai, Hyderabad and Bengaluru. We are delighted to welcome Anil on board to Head the Growth Initiatives. Anil comes to Ants with a rich background in the media and entertainment sector, which has been growing at a rapid rate. We are sure to make an impact on our clients and I am excited to welcome him aboard.”

     

  • Releases a CDP guide for marketers

    Wavemaker helps marketers demystify Customer Data Platform

    By Our Staff

     

    Wavemaker India has released a white paper titled ‘Demystify Customer Data Platform’ – A Guide for Marketers. The white paper, notes a communique, emphasises on the importance of a Customer Data Platform (CDP) as a robust tool that brings together data and provides a comprehensive understanding of customers.

     

    Commenting on the launch of this white paper, Ajay Gupte, CEO – South Asia, Wavemaker, said: “We are experiencing the most dynamic shift in the world of media and marketing where the role of a  Chief Marketing Officer is evolving drastically. With the technological advances shifting the way people consume media, we need to stay a step ahead to guide our brands and clients on how to maximise efficiency on their marketing spends.  We believe this report will assist marketers and provide them with much required insights, and help them craft strategies to navigate through the complex data transformation journey and provide better customer experiences”.

     

    Added Vishal Jacob, Chief Transformation and Digital Officer, Wavemaker India: “Consumer data has been and continues to grow in importance in driving business outcomes.  Customer Data Platforms (CDPs) therefore have now become a very integral part of all key marketing conversations. The goal of this white paper is to demystify, the why, how and what of CDPs and  provide marketers with valuable insights on how to effectively leverage them. By delving into the intricacies of CDPs, this resource aims to clarify the potential benefits and strategies associated with utilizing these platforms. We hope you find it useful and enjoy reading as much as we have had curating for you”.

     

    The CDP guide can be accessed at https://indgrm.com/WMCDP/

     

  • Brands have a tremendous opportunity to access and leverage new-age technology to to connect with audiences, writes Sanjeev Kotnala

    Customising birthday greetings, the Cadbury way

     

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI finished playing around with the lyrics and genre of the birthday song for a friend at https://cadburymybirthdaysong.com and am more than happy with the result. I am not surprised at this new initiative by Cadbury Celebrations with its partners Ogilvy and Wavemaker to get Artificial Intelligence (AI) to work for the masses and create a personalised ‘Happy Birthday’ song. They have done this in the past. The personalised greeting, the Diwali selling and more.

     

    In effect, the last few initiatives are as different as one Bond movie from another. There is a pattern, and strategic thinking helps keep the result in sight.

    It must be effortless, effective, and efficient for the user.

    It must use technology that is easily affordable, accessible, and available.

    It must be easy. Maybe just the fingertips and mobile should do the magic.

    It must awe the audience and create an appreciable debate.

    It should be something the audience would really desire, and that would delimit their constraints in more ways than one.

    #MyBirthdaySong is just such a campaign.

    Now no longer, the birthday song will be the same. Anyone can create a customised birthday song. Making the recipient feel more wanted, adored and special. Think if the person is not aware of this tool created by Cadbury, how impressed the person would be. As one would not understand and imagine the labour, time and effort that would go into creating anything remotely similar without AI.

     

    The persons who made and gifted it to the birthday person feels positive about themselves. See themselves as creative and contributing. A memory of a different type. If not to the party, this person surely carries a Cadbury Celebration pack in mind. The brand association and engagement through such a device are ideal and long-term. Maybe ere performance marketing meets the brand-building efforts.

     

    The song is unique as it allows you to harness the power of AI and generate lyrics, choose the music style, and bingo have a unique birthday song served in no time.

     

    I must ask you to go to https://cadburymybirthdaysong.com and playfully try the same. Don’t worry if the birthday is not near or already gone. Its downloadable output that one can proudly send, display, or sing along at the event making that occasion memorable as it should be. I usually do not refer to the contributing parties, but this one must get the credits. After the details have been placed, lyrics are created by Uberduck’s Generative AI engine and sung by GanAI custom-created vocal models – mixed and mastered with Uberduck’s AI-generated music that makes the song unique.

     

     

    In the past, Cadbury has been at the forefront of pathbreaking work. The ‘SRK Support Local retailer’ sale, ‘Not just a Cadbury ad’  and the ‘Support the Hawker nearby’  were on similar lines, based on scalability and ease of use of technology.

     

     

     

    Net-Net

    Brands have a tremendous opportunity to access and leverage new-age technology to take that additional steps to connect and work with the audience. Brand-building can happen with performance marketing. I must also remind you to watch the HP ad ‘Thodi Si Jagh bana lo’ – which also showed how to easily use technology with a human face for a technology company.

     

     

  • IPL is expected to surpass EPL and become the most popular sporting event worldwide, notes a Wavemaker report

    IPL 2023: 39% increase in overall buzz

     

     

    By Our Staff

     

    Wavemaker MESH – Real Time Data Intelligence solution has released the 8th edition of Earned Equity report that reads real-time environmental signals on IPL 2023. The report analyses how the audience perception of the Indian Premier League has evolved over the years. It focuses on the digital audience and uses data points like consumption data around digital content and social and search insights.

     

    The report records the social conversations around IPL 2023 based on multiple data points collated to create meaningful and actionable insights. This season’s report has data sources from multiple consumer touchpoints across Digital ecosystem ranging from Social Listening, Video Analytics in partnership with Intuition Intelligence Inc. (Viral Analytics & Insights Partner), Tubular Labs, CrowdTangle, User Generated Content with Logo Recognition and Interaction data points collected from Facebook, Twitter, Instagram, and YouTube.

     

    Commenting on the report, Ajay Gupte, CEO – South Asia, Wavemaker said: “In today’s competitive landscape, brands cannot afford to overlook the power of social conversations. I believe, the earned equity report can serve as a valuable resource for brands, offering them the insights they need to navigate the ever-changing social media landscape and reach new heights in terms of audience engagement and brand awareness. This report is a reflection of our commitment to staying ahead of the curve, leveraging the power of data analysis and cutting-edge technologies to provide our clients with unparalleled insights and guidance”.

     

    Key highlights of the report:

    • IPL 2023 edition generated even more interest, interactions and video views when compared to the previous season leading to a 39% increase in overall buzz. The tournament featured two months of captivating engagements, including iconic matches and moments that significantly elevated its popularity.

    • The buzz score for IPL 2023 Season 16 reached an impressive 484 million, surpassing the 334 million in IPL 2022. The primary reason for this surge was the emergence of several new players who showcased their talents, delivering match-winning performances and leaving a lasting impact.

    • IPL continues to gain popularity on a global scale as well, ranking as the second most popular sports event after the English Premier League. It surpasses other major sports events such as NFL, NBA, Major League Baseball, and T20 Cricket World Cup. The report suggests that IPL is expected to surpass EPL and become the most popular sporting event worldwide.

    • The consumption of video content related to IPL 2023has seen significant growth, almost 5 times more than the previous period. The rise in video consumption reflects the increasing engagement and interest of fans across the globe

    • This year, according to Wavemaker MESH Earned Equity Report on IPL 2023 season, Chennai Super King and Royal Challenger Bangalore continue to be the conversation driver teamswith Gujarat Titans climbing the popularity spot rapidly

    • One of the hallmarks of IPL is its unpredictability. The IPL finals kept fans on the edge of their seats, where Ravindra Jadeja played a match-winning inning, making it one of the most iconic/talked about matches in IPL history ever and creating a rollercoaster ride of emotions throughout the match. This match generated six times more conversationsthan the most conversed match during the league stage

    • While the IPL showcases established superstars, it also serves as a platform for young and emerging talent to shine. The league has been instrumental in unearthing hidden gems, providing a launchpad for promising cricketers to showcase their skills on a grand stage. Fans eagerly await the emergence of new heroes who can make a lasting impact on the game and capture their hearts with their electrifying performances. To capture the impact of Young Blood, Wavemaker MESH introduced a ‘Disruptive XI’ leader boardto recognize emerging talent, with players like Rinku Singh and Yashaswi Jaiswal standing out as the ‘hottest property’ of IPL 2023.

    • Amongst Wavemaker MESH XI Player leader board, King Kohli continued to be the most popular sports figure in this IPL season. This year, we also saw the emergence of rising stars like Shubman Gill, Vishnu Vinod, and Rinku Singh, who quickly gained popularity during the tournament because of their nail-biting performances.

    • This year Wavemaker MESH has launched a new measurement currency – Most Visible Principal Sponsoron any digital asset around IPL using technology like image recognition. According to the report, Jio emerged as most visible Principal Sponsor followed by Gulf, Slice and Happilo. Team Principal Sponsors, Jio led the leader board since it had partnered with 4 teams, followed by Gulf Oil’s ‘Gulf Fan Academy’ campaign for Chennai Super King which received significant engagement from the audience, Slice for Mumbai Indians, and Happilo for Royal Challenger Bangalore.

    • IPL has been associated with the super bowl of India and is the time of the year when advertisers create engaging ads to make an impact with the audience. According to our technology partner Intuition Intelligence (Viral analytics and Insights provider), Jio Cinema created the top four most viral video ads during IPL 2023, securing the top spot. Their collaboration with Sachin Tendulkar played a crucial role in creating engaging and widely shared content. Garnier Facewash Rap and Qatar Airways #PlayBold followed on the viral video content leader board.

    • According to Wavemaker MESH, the Earned Media Equity for IPL 2023 reached INR 3,738 crores, with sponsor Earned Media valued at INR 871 crores. Tata, as the Title Partner, held the highest valuation, followed by Jio Cinema, Gulf, and Star Sports.

    • The Earned media valuation of teams stands at INR 2,867 croreswith Chennai Super Kings with the highest Earned Media Value, followed by Royal Challengers Bangalore and Mumbai Indians. Chennai Super Kings’ popularity, backed by their association with MS Dhoni, contributed to their significant valuation, which was twice that of Royal Challengers Bangalore.

     

    These highlights from the report illustrate the increased buzz, player performances, global appeal, sponsorships, and media value associated with IPL 2023, making it an exciting and impactful event for cricket enthusiasts, notes Wavemaker.

  • 'To create more positive disruptions in the industry'

    Wavemaker rejigs leadership to boost growth

    By Our Staff

     

    Wavemaker media agency, part of GroupM, announced a series of key strategic changes to its leadership team to boost growth.

     

    Premjeet Sodhi
    Premjeet Sodhi

    Chief Strategy Officer Premjeet Sodhi will soon be taking on the role of Global Head of Measurement & Analytics. In his new role, Sodhi will be part of Wavemaker’s Global Consultancy team which supports clients in adopting future-proofed marketing practices to advance transformative growth, protecting outcomes in the near-term, and creating disproportionate advantage in the long-term. He will report into Anna Hickey, Global Consultancy Lead and will be based out of New York. A media veteran with over 25 years of rich experience, Sodhi joined Wavemaker in 2020 as Chief Growth Officer before taking on the role of Chief Strategy Officer.

     

    Mansi Datta
    Mansi Datta

    Taking on the baton from Sodhi, Mansi Datta will transition into Chief Strategy Officer. Datta, a proficient leader has been heading North and East region operations at Wavemaker since 2020. She joined Wavemaker as General Manager in 2015. During her stint, Datta has built great client partnerships, bolstered agency operations, and built an incredible team.

     

    Shekhar
    Shekhar Banerjee

    Meanwhile, Shekhar Banerjee, Chief Client Officer & Office Head – West, will be taking on the additional responsibility of managing North and East for Wavemaker India. Banerjee joined Wavemaker in 2018 to lead operations for the West region and has built an incredibly strong business.

     

    Speaking on these leadership changes, Ajay Gupte, CEO – South Asia, Wavemaker said: “It makes me extremely happy and satisfied to see our leaders stepping into larger & diverse roles within the ecosystem. I firmly believe, Wavemaker provides a vast stimulating platform for our people to grow. With these changes, I am confident we will make a massive difference to our clients and people. I wish Premjeet, Mansi and Shekhar all the best in their new roles and I am confident we will continue to create more positive disruptions in the industry”.

     

    In their new roles, Datta and Banerjee will report into Ajay.

     

  • On Doctor’s Day with Rishabh Pant and Mahima Chaudhry

    Sun Pharma launches nationwide initiative

    By Our Staff

     

    On the occasion of National Doctor’s Day, Sun Pharma launched an initiative, titled #SecondBirthDate, to celebrate and honour the contributions made by doctors.  As a part of this initiative, cricketer, Rishabh Pant and actor, Mahima Chaudhry took the lead and updated their social media handles with a #SecondBirthDate as a tribute to the doctors who have saved their lives.

     

    Said Kirti Ganorkar, CEO – India Business, Sun Pharma: “Doctors play an instrumental role in our lives, offering their expertise, compassion, and unwavering commitment to restoring health and patient well-being. Our #SecondBirthDate initiative is a tribute to the doctor community who have dedicated their lives to the service of humanity. Please join this national movement to extend gratitude to our doctors who truly deserve a collective thank you from all of us, not just today, but every day.”

     

    Commenting on the campaign idea, Rohit Devgun, Executive Creative Director & Kumar Saurabh, Group Creative Director, Ogilvy India added: “One of the most powerful emotions we feel towards our doctors is gratitude – for giving us or our loved ones a second chance at life. An emotion second only to the one we feel for our parents who give us our first chance at life. Sun’s #SecondBirthDate initiative for National Doctor’s Day, channelizes the emotion of profuse gratitude. The campaign uses real-life narratives of public figures who are seen encouraging people to send personalized messages of gratitude to their doctors.”

     

    Said Shekhar Banerjee – Chief client Officer & Office Head, West – Wavemaker: “This activity is very special. In a world where social media serves as a platform for expression & interactions, An action always speaks louder than an Ad. We are happy that Rishabh Pant & Mahima Chaudhry believed in what we are trying to convey and change their date of birth across social handles to mark their second chance at life.”