MxMIndia

Tag: Whisper Media

  • To enhance growth trajectory

    Ex-WPP Nidhee Kekre joins Whisper Media’s Advisory Board

    Nidhee Kekre
    Nidhee Kekre

    Whisper Media, the tech-driven media company, has appointed Nidhee Kekre to its advisory board. Kekre joins Whisper Media following a successful tenure as the WPP Client Lead for Unilever, South Asia.  Before her tenure at WPP, Kekre worked with Kantar, JetAir, Essar Aegis and Godrej.

    LS Krishnan
    LS Krishnan

    Said LS Krishnan, CEO & Director, Whisper Media: “We are delighted to have Nidhee on our advisory board. Her proven track record in driving business strategies and nurturing client relationships aligns perfectly with our vision of being a valuable client partner. We look forward to leveraging her insights to drive transformative initiatives and enhance our offerings in the FMCG sector. Nidhee’s extensive experience in business strategy, coupled with a deep understanding of consumer dynamics, makes her a valuable addition to Whisper Media’s advisory board,”

  • Through In-Content Advertising (ICA) on TV

    Whisper Media promotes Center Fruit

    By Our Staff

     

    Perfetti Van Melle’s chewing gum brand Center Fruit has partnered with Whisper Media for executing an In-Content Advertising (ICA) campaign on TV. The campaign showcases Center Fruit’s new product innovation through placements of ICA’s within content, powered by Whisper Media’s tech-enabled offering. The target for this campaign is the Hindi-Speaking Markets for which the brand chose a leading Hindi GEC channel.

     

    Commenting on the partnership, Rohit Kapoor, Director Marketing (India), Perfetti Van Melle said: “The new Center Fruit tennis ball shape gum is an innovative product launch. We have started its roll out and the product continues to get amazing initial response in the market. To take it mainstream, we are glad to partner with Whisper Media to create an ICA campaign. It seamlessly integrates the brand, leading to a rich consumer experience while advertising. It leads to higher visibility and recall as it is placed during a consumer’s voluntary viewing of shows.”

     

    Speaking about the campaign, Guneet Anand, Global Revenue Head, Whisper Media added: “Center Fruit has been one of the most preferred chewing gum brands among the youth in India. We have carefully crafted our In-Content Advertising campaign to align and place the brand keeping the youthful identity intact. We are confident the brand message delivery will be seamless through this unique ICA campaign.”

     

  • Studies conducted by Kantar and Orbit

    Whisper Media releases In-Content Advertising insights

    By Our Staff

    Whisper Media released insights on the effectiveness, efficiency and impact of In-Content Advertising (ICA) on TV audiences across GEC genres in India. The insights of this study on ICA were derived by Kantar. Whisper Media shared 2 years of historical, anonymized data based on their 100 campaigns across 15 brands.

    The research was undertaken across three broad parameters/metrics: Reach, Viewability and Recall. The Reach was measured by using BARC’s Yumi Analytics to ascertain number of users exposed to the campaign, GRPs and frequency, both pre and post campaign. The Viewability was gauged using Eye Tracking studies, which evaluated the attention and focus of the viewer on ICA placements and the time spent by them viewing the campaign. Finally, Recall is an outcome of all parameters to understand the enhanced attention on the content.

    Said Anil Cheriyedath, Director – Marketing and Strategy, Whisper Media: ”India is the largest content producer globally, and GECs remain the biggest drivers of this production where brands prefer to reach the target audience. Brand integrations have always been around in the entertainment industry, but with these studies, it shows the In-Content Advertising through digital embeds have also shown acceptance by brands and audience across all GEC markets which includes the regional and Hindi Speaking Markets. The challenge that integrations faced in India was the measurability aspect, and with that in place through BARC YUMI Tools, it has become easier to validate claims of showcasing effectiveness of ICA campaigns through such unique studies”