MxMIndia

Tag: YouTube

  • Conceptualised by WATConsult, these 20 short videos are based on trending topics

    DBS Bank unveils multiple videos on YouTube

    By A Correspondent

     

    DBS has collaborated with José Covaco, an internet celebrity, for a series of 20 intriguing and funny videos as part of their campaign #LiveMoreBankLess. The video series, a first of its kind within the BFSI sector, is a part of DBS Bank’s association with the movie ‘Sachin: A Billion Dreams’ digital campaign.

     

    The videos, conceptualised by WATConsult have a witty take on popular topics like Bollywood, daily soaps, sports and technology.  Speaking on the campaign, Sheran Mehra, Head – Group Strategic Marketing and Corporate Communications, DBS Bank said, “Over the last couple of years, we have strived to break clutter and communicate our messages in an unconventional way. Content is the most trending word in marketing. Whilst everyone is speaking about content, the most important aspect is ‘being relevant’. Therefore being a part of a person’s day to day consumption of content is where the opportunity lies. Contextual pre-roll videos on trending topics infused with brand and product messaging has helped us present content in an interesting way. We are extremely pleased by the initial traction these videos have generated for us.”

     

    Added Rajiv Dingra, Founder and CEO, WATConsult: “With comedy being the most watched genre online, we conceptualized an exciting video series for this campaign with Jose. Contextually targeted media buying helped elevate the experience of these videos that infuse trending topics and banking features in a light-hearted manner.”

     

     

  • Video numbers are still very low as per a Kantar TNS study

    Only 39% connected consumers watch video daily

     

    Did you hear that online videos were the next big thing on the internet. We’ve been hearing that for a few years, but the numbers are still dismally low. Online video is now a part of lives of 85% of connected consumers in India who watch them at least once a week, according to the findings from Kantar TNS’s Connected Life study into the behaviours of internet users across the globe. The study shows that people in India are consuming online video across various platforms such as video content that appears in their social feeds, free video on platforms such as YouTube along with some paid online TV subscription services as well.

     

    But unlike in other countries, where the weekly trend translates strongly into daily online video consumption as well (global average = 65%), the situation in India is different, with only less than half of these weekly users watching online videos daily (39%). The barriers that stop online video from becoming a mainstream daily habit are mainly around high data costs and patchy connectivity.

     

    An earlier communiqué released by Kantar TNS had revealed findings from the same study saying online advertising industry in India would need a major rethinking in terms of how should they reach out to consumers. It has been found that nearly half (47%) of India’s connected consumers feel ‘constantly followed’ by online advertising, according to the Connected Life study of Kantar TNS.

     

    In addition, the study also reveals that almost a quarter (23%) consumers in Asia Pacific ‘actively ignore’ social posts or content from brands (21% in India). However, the study also revealed that connected consumers in India are fans of social media. The top five most popular social media platforms in India are Facebook (75%), YouTube (64%), Twitter (34%), Instagram (25%) and Snapchat (19%), representing alternative ways of interacting with audiences.

     

    Said Anusheel Shrivastava, Executive Director at Kantar TNS India: “With Jio’s launch the data rates are already seeing a drop; this along with improved availability of public WiFi will help in lowering the barriers. It may not be long before the online video landscape in India will change”.

     

    Connected Life data showed that free online video, such as YouTube, is watched by a large proportion of connected consumers daily, with Cambodian internet users watching the most at 94%, followed by Hong Kong (84%) and China (78%); whereas in India it is at 39%.Two thirds (62%) of people online are also watching videos that appear on their social feed, either from brands, news sources or their friends. Connected consumers in mobile-first markets are consuming a lot of video in this way, with 93% of internet consumers in Cambodia watching social video daily, 80% in Malaysia and 69% in Vietnam. Digital channels are allowing one in three (32%) connected consumers to access on-demand channels, allowing them to catch up on broadcast TV content online. Some are also using paid-for subscription services such as Netflix, viewed by 11% daily across the region.

     

    The type of content that people are seeking out is also evolving. Popular video content no longer has to be professionally produced, with one in three (33%) connected consumers saying that most of the content that they watch online is produced by ‘people like me’ or celebrities. People are also open to video content from brands, with 27% of connected consumers watching this on a weekly basis.

     

    Said Zoë Lawrence, APAC Digital Director at Kantar TNS: “There’s been an explosion in the consumption of online ‘on-demand’ viewing across Asia Pacific, creating new media moments that didn’t exist in a traditional marketing world. Online video provides brands with an opportunity to tell their story in a different way; we’re seeing a lot of brands succeed with long-format video and also great creative work that overcomes some of the challenges of video in a social feed. If the content is good enough, people will watch it. Brands now know that simply putting their TVC online will not work; they need to develop content that works well within the context of the online channel they are using.”

     

  • BBH creates hilarious microfilms to get people to renew their insurance on Coverfox

    Coverfox takes the online route in latest campaign launch

    By A Correspondent

     

    Coverfox, India’s leading online insurance portal launched humorous microfilms to get people to renew their insurance. The campaign created by BBH India is a digital innovation on Youtube, consisting of 10 videos of 6.5 seconds.

     

    Despite receiving email reminders from insurance companies, car insurance customers often forget to renew their insurance on time, and end up paying fines. While most insurance companies send out generic email reminders, Coverfox decided to create entertaining reminders that they can’t possibly ignore, by taking over just the things they watch on the internet. Using Youtube’s retargeting platform, the campaign specifically tracks down people who visited Coverfox, but didn’t get around to renewing their insurance, and then takes over their internet experience.

     

    The Youtube pre-roll films feature a Coverfox employee vowing to place reminders all over the internet, to help customers catch their deadline. The reminders then show up in popular videos all through the week, every time the customer visits YouTube.

     

    Jaimit Doshi

    Jaimit Doshi, the CMO of Coverfox.com says, “Consumers are exposed to a myriad of communication messages everyday and Insurance as a sector is no different. Thus the task was to ensure we reach out to our audience in an innovative way that results in action. In true Coverfox style, we thought, why not make it a bit fun. With BBH’s expertise we put together these crisp films that are entertaining yet drive the message home and chose Youtube, as a medium because that’s where people go for fun and light browsing”

     

     

    Russell Barrett

    Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, “We’ve all suffered a retargeting campaign at some point of our time on the internet. Big Data helps companies know what you’re doing and where you go. But how you use data can be the difference between irritation and engagement. I believe the brilliant teams at BBH and Coverfox have managed to pull off an incredibly smart, surprising and modern campaign here.”

     

    Retargeting is one of the most popular ways of heightening engagement with audiences and pushing them further down the sales funnel. The new Coverfox campaign has taken it a notch higher. It shows a brand telling a story through a sequence of video ads with the intensity of the message increasing throughout. Also by making the ads crisp within 6.5 secs, the films tackle the problem of the infamous Youtube ‘skip’ button, so 100 per cent of the message is absorbed by the viewer before they even have a chance to skip.

     

  • Muzik247 Tulu has been on YouTube since September 2015 and boasts of viewers from India, United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, United States, Israel and the United Kingdom

    Tulu YouTube channel crosses 1mn mark

    By A Correspondent

     

    “Music is to soul what words are to the mind”. Indeed the quote is true for all musicians and music lovers around the world. Another very important aspect is music has no language. Music in any form and language appeals to everyone. So, here is good news for all music lovers,  the YouTube channel of Muzik247 Tulu, claims to have crossed one million views. According to a communiqué, Muzik247 Tulu was the first digital entertainment publisher to bring out a dedicated YouTube channel exclusively for Tulu movie content.

     

    Said Ruchika Gupta, Muzik247 Tulu’s Head Of Operations, in a press release: “This milestone of touching 1 Million views for a Tulu-specific YouTube channel is a testament to the growing prominence of Tulu film industry. We are extremely thrilled to see that we are able to contribute to this emergence. As a prominent music label for Tuluvas everywhere, Muzik247 Tulu will continue to support and bring forward the movie industry through our associations with more Tulu movies.”

     

    Muzik247 Tulu has been on YouTube since September 2015 and boasts of viewers from India, United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Oman, Bahrain, United States, Israel and the United Kingdom.

     

  • Online video growth fuels boom in India’s YouTube creator community

    Culture Machine, OML, Qyuki and TVF announce new properties on YouTube

     

     

    On the eve of YouTube FanFest, YouTube announced that content partners Culture Machine, OML, Qyuki, and The Viral Fever (TVF) were set to launch four new original properties on YouTube.

     

    First out of the gate in April will be #LaughterGames, where nine comedy creators will launch their own comedy web series, featuring among others, YouTube comedians such as East India Comedy, Put Chutney and Kenny Sebastian, who are also starring in today’s YouTube FanFest. In the coming months, Culture Machine will be launching Beauty Hunt, a beauty/style-centric program, while OML will launch season 2 of its successful Comedy Hunt, the search for India’s next top comedy act. Qyuki will launch Jammin’, a show featuring Bollywood composers and YouTube music creators, while veteran web show creators TVF will be launching a search for the next generation of web series creators. In the South,  we will also see a Tamil Comedy Hunt with Vision Time, a Telugu Comedy Hunt with ETV, and Katha, a Tamil/Telugu web series property, later in the year.

     

    Satya Raghavan, Head of Entertainment Content at YouTube India, said, “India has undergone a content creator revolution. Over the last few years, Indian YouTube creators have gained millions of new subscribers and have taken over the imagination of the youth in India. In our view 2015 was a breakout year for the young industry and the ecosystem has really evolved in India, with mobile driving massive growth for online video consumption. Now, we’re seeing online creators break open the gates for a whole new kind of entertainment for Indians online, with advertisers looking to tap into this space in a meaningful way.”

     

  • The TVC has been launched on popular social platform YouTube. It will be followed by a high decibel promotional drive on TV and social media as well

    With YouTube Offline, ‘buffering’ will no longer be a suffering

    By A Correspondent

     

    In it’s endeavor to improve user experience, YouTube has announced the launch of ‘YouTube Offline’ feature on their mobile app. This new feature allows users to offline their favorite videos on YouTube mobile app and enjoy their favorite videos, whenever they like, on the go without having to worry about poor data connection or data cost and enjoy a buffering free life.

     

    Buffering can actually ruin the whole experience for an online video watcher as it drives the fun out of watching videos. This was the starting point of the campaign conceived by Lowe Lintas Delhi.

     

    Commenting on the campaign, Sandeep Menon – Director, Marketing, Google India said, “Indians love watching videos online, and YouTube is the go-to destination for any video content online in India. We wanted to offer our users a great new way to enjoy their favorite content without having to worry about poor data connections and high cost of data. That’s where YouTube Offline feature plays an integral role and allows users to access content at their own pace. We are excited with the way our new film has turned out and hope that the audiences’ will relate to the common issue we all face on our mobile phones and embrace the offline way to enjoy YouTube.

     

    The TVC is a quirky take on buffering and how it can get people to react in a strange manner while they wait for their videos to download. The reaction from people across the country was captured in the communication, just to re-emphasize how buffering can drive the fun out of you and get you to do strange things.

     

    Commenting on the creative thought process, Shriram Iyer, Executive Director, Lowe Lintas commented, “YouTube, with its Offline feature, has made the experience even richer. Watching videos online comes with a glitch called ‘buffering’. The stalling of a video spoils the experience. The idea really stems from there‎. Our team explored the idea of visually exploring the ‘buffering’ graphic, in a symbolic manner. Human heads rolling in circles, in a way, aping the buffering sign going round and round, was our comic tribute to the problem all of us face every day while watching videos online. The commercial takes a potshot at the problem and then presents YouTube Offline as the solution to this daily grievance.”

     

    The TVC has been launched on popular social platform YouTube. It will be followed by a high decibel promotional drive on TV and social media as well.

     

  • The campaign will be live on 18th of April in two different edits for duration of 30 seconds each on television and the complete campaign of 60 seconds will be live on YouTube

    ‘I am Nikon’, asserts Nikon India in new campaign

    By A Correspondent

     

    Nikon India has announced the launch of its new ad campaign ‘I am Nikon’. Targeted to connect the brand’s heritage of professionalism, authenticity and innovation to an audience of photographers aspiring or professionals, the new campaign highlights the people from across the country freezing moments with their Nikon D-SLR.

     

    The campaign will be live on 18th of April in two different edits for duration of 30 seconds each on television and the complete campaign of 60 seconds will be live on YouTube. The campaign focuses on Nikon’s D-SLR range and highlights different human emotions which connect with our daily lives. It kicks off with a father capturing his toddler’s acrobatics moves moving on to a young man posing to be an Bollywood actor at different locations, the campaign similarly highlights different human emotions which instantly connects with the audience like dream of being a champ, thrill of risk taking, aspiration to be famous, elation of being married etc.

     

    Hiroshi Takashina, Managing Director, Nikon India Pvt. Ltd. commented, “With this latest advertising campaign ‘I am Nikon we aim at connecting on a more direct level with our audience over the feelings we all recognize around the art of photography. The campaign plays on Nikon’s existing tagline ‘At the heart of the image’ and includes real-life scenarios in which people show who they are with a Nikon camera.  We feel that this campaign really gets to the core of what it means to be a Nikon photographer and hope to remind our audience that they are at the heart of the image. We hope it will be as well-received as the previous campaigns”

     

    Sajjan Kumar, Vice President – Imaging Division, Nikon India Pvt. Ltd., said, “The new campaign resonates with Nikon’s commitment of enabling consumers to capture not only the perfect moment but also express who they really are. We have a legacy of creating technologically advanced D-SLR which are simple to operate and are capable of capturing moments and bringing out every emotion the way the heart feels it. In order to establish deeper connect Nikon has been consistently investing in advertising and other promotional activities to reach out to every photography aspirant of the country.”

     

    Conceived by the creative team at K&L Arms Communication India, the entire campaign has a very emotional appeal to it with an inspiring musical background.

     

  • The new offline feature lets people watch videos for short periods of low connectivity or no internet connection

    YouTube launches buffer-free offline video service

    By A Correspondent

     

    L To R-Mr. Ajay Vidyasagar, Regional Director, YouTube Partnerships

    YouTube announced the launch of an offline feature as part of a larger initiative to make it easier for users to enjoy video on mobile devices. This is part of YouTube’s first release of its ad-supported offline feature on Android and iOS, which was announced earlier this year with the launch of Android One smartphones.

     

    The new offline feature for the YouTube app lets people take videos offline, using WiFi or their data plans. Once taken offline, the videos can be viewed without an Internet connection for up to 48 hours, allowing people to enjoy YouTube videoswithout worrying about slow connections. For videos where this feature is available, people can choose to add the video for offline viewing by tapping on the offline icon that sits under the video frame.

     

    John Harding, Vice President of Engineering at YouTube, said, “In a country like India, the future of the Internet is mobile. 85 per cent of the internet population will connect to the Internet with a mobile phone before any other device. Already, we’re seeing over 40 per cent of our traffic in India come from mobile devices, and we want to make sure we are making YouTube as enjoyable as possible for these mobile-first users. By launching this offline experience on YouTube in India today, we hope to help people move past the challenges of data connection, speed and cost to enjoy a smooth, buffer-free version of YouTube.”   “We are delighted to launch this new offline experience on YouTube with some of India’s household names for entertainment and music, including T-Series, Saregama and Yashraj Films.

     

    Making these popular videos available for temporary offline viewing will help fans connect more easily with their favorite content, and we hope to continue helping Indians affordably access YouTube over the next year. This new feature will also help our partners bring more viewers to their content and find even greater success on our platform,” said Ajay Vidyasagar, Regional Director of YouTube Partnerships, YouTube Asia-Pacific.   The launch of YouTube’s offline feature is the latest effort in series of initiatives to make video content more affordable and accessible to the large base of mobile Internet users in this country. Earlier this year, YouTube worked with Tata DoCoMo to introduce “YouTube Recharge,” a new video data add-on for prepaid users that gave them more affordable access to YouTube on their mobiles devices.

  • The new Visa campaign has received more than 2 million views on YouTube

    New Visa campaign seeks to empower Tier 2, 3 consumers

    By A Correspondent

     

    Visa, the global leader in payments, has launched a new marketing campaign to give consumers the confidence to make purchases online with their Visa Debit card. The new campaign has been created by BBDO and is targeted towards Visa Debit cardholders in Tier 2 and 3 cities, who are helping to drive the significant growth of e-commerce in India – as they now have access to goods and services that earlier were not available in their town.

     

    Uttam Nayak, Global Head of Emerging Markets Digital and Group Country Manager India & South Asia, Visa said, “Over the last few years there has been a positive change in consumer perception, approach and purchasing behaviour towards online shopping. More and more people are now shopping online, which has resulted in offering equal opportunity to everybody, irrespective of where they belong. Visa works with millions of merchants both within and outside the country, to ensure that shopping with a Visa Debit card, is safe and secure.”

     

    The campaign demonstrates the “initial hesitation or nervousness” of doing something for the first time and shopping online; each payoff as being the joy of accomplishment in new unfamiliar situations, thanks to the reliability of a trusted, innovative brand such as Visa. In each story, the protagonist is shown accomplishing an activity out of their comfort zone paired with using their Visa Debit to make an online transaction. The films also highlights the Verified by Visa process, one of many Visa’s advanced security features that keep consumers online transactions safe and secure. In line with our target audience’s sensibilities, the creative is light-hearted, humorous and showcases real people.

     

    Josy Paul

    Elaborating on the campaign, Josy Paul, Chairman and Chief Creative Officer BBDO India commented: “Through this campaign we are trying to empower more and more Indians to be where they want to be by using the power of the internet and their Visa Debit cards. As new towns and corners of India embrace eCommerce with first time purchases, it creates fresh enjoyable moments that are filled with innocence and joy. The possibilities are endless.”

     

    The new campaign will be showcased across TV, digital and social media channels to target consumers along their online path to purchase. The first commercial in the series, “Surprise Gift”, has received more than two million YouTube views within the first 10 days of its release.

     

  • The ad campaign has been launched on YouTube with a video series and is targeted at the internet savvy youth of India

    CashKaro unveils multimedia campaign

    By A Correspondent

     

    Popular cashback and coupons site cashkaro.com kicked off its multimedia campaign “Cashback Toh Banta Hai”. The ad campaign has been launched on YouTube with a video series and is targeted at the internet savvy youth of India – looking for bargains.

     

    The first phase of the ad campaign will have three commercials being aired featuring everyday Indian scenarios and reactions of the Indian common man. The ads intend to highlight cashback as a concept by using witty and humorous incidents depicting our addiction to getting cashback in every possible circumstance.

     

    The central idea of the campaign was to capture the next big wave in e-commerce – cashback. E-commerce brands are slowly realizing the contribution of affiliate sites and cashback offers have become a deciding factor for customers when choosing between the various e-commerce brands in India. Customers now expect to earn cashback irrespective of the product they are purchasing online. Whether it’s mobile re-charge, fashion or books or big-ticket items like electronics, laptops and even travel bookings, CashKaro has been witnessing high repeat purchase rate. This is also driven by shoppers’ realising that cashback can be earned over and above coupons provided by e-commerce sites themselves, thereby giving the highest savings possible.

     

    Speaking about their very first ad film and its core theme, Swati Bhargava, Co-founder CashKaro.com said “While an increasing number of people are now shopping online in India, many of them are still to experience the benefits (and joy!) of getting cashback on any product they buy online. CashKaro is a young brand and our audience, majorly the youth, love both – a bargain and fun videos. A viral and visual medium like YouTube is the perfect medium to connect with them. These ads show the ubiquitous love for Cashback in a humorous way and convey that ‘Har cheez pe Cashback banta hai!’ You just need to come to CashKaro before shopping to get it. We hope our audience love our ads!”

     

    Anshul Sushil, Co-founder & CEO, Boring Brands, the creative company behind the CashKaro campaign said “As CashKaro is a pioneer in Affiliate Marketing, it was a key mandate for us to reinforce awareness about cashback being every customer’s right, while keeping the message light. CashKaro already has a well engaged audience on Facebook and we wanted to expand that reach with this campaign to ensure we are where our audience is – YouTube. We picked ‘Cashback toh banta hai’ as a theme as we have seen how Indians love little bargains in shopping and added a creative drama to see how it works in the least expected scenarios. It’s been an enriching experience for our team.”

     

    As for further plans in the campaign, it will be promoted across other social networks and gradually be taken to TV, cinemas and outdoor during the festive season – precisely why humour was chosen as the most preferred route. The ad campaign is directed by Vinay Jaiswal, with 15 years in the industry and experience of working with large brands like BSNL, Hero Honda and HCL.

     

  • The campaign has been conceived as part of the integrated Audio-visual strategy for Chocolate Horlicks

    Mindshare creates Youtube ad for Instant Chocolate Horlicks

    By a correspondent

     

    Mindshare has created a unique innovation with GSK’s Chocolate flavor Horlicks.

     

    The campaign was conceived as part of the integrated Audio-visual strategy for Chocolate Horlicks. Instead of going the conventional way of replicating the TVC on web, Mindshare has used the 5 second skip button of YouTube to highlight the brand proposition – Chocolate Horlicks mixes instantly in milk – and hence decided to add a 5-sec tag that preceded the original TVC. The tag reads – ‘Instant Chocolate Horlicks -mixes in milk even before you skip this ad.’

     

    Ravi Rao

    Commenting on the same, Ravi Rao, Leader- South Asia, Mindshare said, “We have been working with GSK Consumer Healthcare Division for a while now and understand their need for innovative and unique strategies and campaigns especially in the digital space. Instead of replicating the TVC online, we wanted to leverage the potential of the medium by making it inextricably linked with the message.”

     

    Jayant Singh, EVP Marketing, GSK Consumer Healthcare said, “Horlicks is a brand that that perfectly balances a rich heritage with constant innovation, to ensure we make our consumers do more, feel better and live longer. We are very happy to be the first brand in country to create this innovation in partnership with Mindshare.”

     

  • The fest was created as a platform to bring established and rising YouTube stars from around the world off computer screens closer to their fans

    Inaugural YouTube FanFest strikes a chord with viewers

    By a correspondent

     

    The YouTube FanFest with HP brought to India for the first time by YouTube and Branded Ltd. featured incredible performances by some of YouTube’s most popular artists. YouTube FanFest with HP was created as a platform to bring established and rising YouTube stars from around the world off computer screens closer to their fans.

     

    The festival featured videos and performances by American clarinetist Shankar Tucker, Canadian entertainer Lilly Singh, aka IISuperwomanII, a motivational speaker who relies greatly on comedy, American beauty and fashion expert Bethany Mota and more. The hilarious All India Bakchod, India’s highest selling comedy collective and popular YouTubers, hosted the festival. The event was sold out with fans grabbing the tickets within 48 hours of listings.

     

    YouTube FanFest with HP also brought some of the biggest International YouTubers to India, to collaborate with the new breed of Indian content creators. The YouTubers who together combine 14.6 million subscribers and over 1.2 billion views have spent a fantastic week collaborating with each other and producing new content as well as working on their shows for YouTube FanFest with HP.

     

    Live-streamed on YouTube, YouTube FanFest with HP was designed around live performances, interviews and personal meet-and-greets with fans. YouTube experts added extra layer of comprehension by delivering insights, analysis and advice related to online video communities and their trends at the YouTube FanFest Academy.

     

    “With amazing artists, crazy fans, incredible hospitality and stunning locations, India has proved itself as the perfect location for the first YouTube FanFest with HP of 2014. Next stop is Singapore in May but India has set the bar very, very high,” said Jasper Donat , CEO, Branded Ltd.