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Category: Digital

  • Shalimar Paints & blockbuster films partner for festive home upgrades

    Shalimar Paints & blockbuster films partner for festive home upgrades

    Mumbai: Shalimar Paints, a prominent name in the Indian paint industry with over 120 years of legacy, has launched co-branded promotional videos for this festive season’s in-film promotions, focusing on home upgrades. This collaboration highlights premium products, Hero Emulsion and Zero Damp Advance, featured in films like Vicky Vidya Ka Woh Wala Video, Singham Again, and Bhool Bhulaiyaa 3.

    As families celebrate special moments, Shalimar Paints encourages homeowners to transform their spaces with its product range. The Hero five-in-one Emulsion offers vibrant colors and washability, allowing homeowners to refresh their walls. Zero Damp Advance provides moisture protection, preventing dampness and fungal growth. Additionally, Xtra Tough ensures durability with a finish that withstands everyday wear and diverse weather conditions. The co-branded promotional videos effectively communicate a message of style and resilience, inspiring audiences to revamp their homes.

    “Our partnership with these blockbuster films reflects our commitment to delivering superior standards and innovation that enhance living spaces,” said Shalimar Paints director of sales & marketing Kuldip Raina. “Our Hero five-in-one Emulsion provides a rich palette of colors with excellent coverage, whereas Zero Damp Advance keeps walls pristine and vibrant over time, and Xtra tough delivers a robust finish that withstands everyday wear and diverse weather conditions. This festive season, through these exciting partnerships, we invite you to discover our innovative range that promises to transform your spaces into havens of joy and warmth, capturing the true essence of home.”

    As part of the home protect waterproofing range, Damp Advance enhances wall aesthetics and helps keep surfaces up to 10° cooler. It comes with a 12-year performance warranty and effectively addresses dampness, cracks, flaking, fungal growth, and efflorescence, ensuring walls remain appealing even in harsh conditions.

    Hero five-in-one Emulsion features a range of vibrant colors, a high sheen finish, washability, stain resistance, Zero VOC content, and anti-viral properties. This combination ensures durability and a health-conscious living environment. The Hero range has quickly become a top choice for consumers seeking quality, affordable paint solutions.

    Xtra Tough is a premium emulsion utilizing advanced pure acrylic technology with a silicone additive for durability. It withstands extreme weather and maintains its appearance over time. Eco-friendly and free from harmful additives like lead and mercury, it provides a safe, long-lasting solution for both interiors and exteriors, emphasising sustainability.

  • Hoopr launches Hoopr Brand Solutions

    Hoopr launches Hoopr Brand Solutions

    Mumbai: Hoopr, known for its tech-driven music licensing solutions, has launched Hoopr Brand Solutions (HBS), a new division to enhance its B2B offerings. HBS combines Hoopr’s platform, music library, and creator network to provide music-led, integrated brand solutions, positioning itself as India’s only entity focused on using music for strategic branding.

    Led by Meghna Mittal (co-founder & CRO), Kartikeya Haritwal (sales head), and Alok Kaul (creative lead), with guidance from Gaurav Dagaonkar (co-founder & CEO), HBS aims to collaborate with brands and their agencies to incorporate music into creative strategies for launch, awareness, promotions, and engagement.

    “At Hoopr, we’ve always been passionate about empowering creators and brands with high-quality music,” said Hoopr co-founder and CEO Gaurav Dagaonkar. “Brands, today, are actively looking to use music as a medium to connect with their audiences and with HBS, we’re bringing together all the elements of our ecosystem to offer our clients a comprehensive bespoke solution for higher engagement through music. It is like a brand having its own label and music strategy that suits its positioning and TG, completely powered by Hoopr.”

    HBS will leverage Hoopr’s 250,000-plus artist and creator network to provide brands with cost-effective, quick turnaround services for songs, brand anthems, and music videos across multiple languages and genres. It will also handle music distribution on streaming platforms and amplify content on social media platforms like Instagram, YouTube, and Snap via its creator community. Additionally, HBS has partnered with the YouTube music channel Songfest for expanded reach and engagement.

    The company believes that music-led campaigns deliver higher organic engagement and brand recall compared to traditional advertising.

    “Music and music videos are the most consumed forms of entertainment today, which is why brands are increasingly integrating them into their marketing strategies,” said Hoopr co-founder & CRO Meghna Mittal. “With Hoopr Brand Solutions, we aim to help brands unlock that potential through campaigns that are not only impactful but measurable and long-term. We want to shift the mindset that only large brands or specific categories can leverage music strategy—music is a universal format that resonates across categories, builds an emotional connect and contrary to popular belief, is extremely cost-effective.”

    Mittal elaborated, “Much like influencer marketing has become a staple for brands, we believe music marketing is the next frontier. It’s time for every brand to have a year-round music strategy.”

    HBS has already partnered with major brands and agencies like Himalaya, Myntra, ITC, and Motivator World, and worked with artists such as Monali Thakur, Nikita Gandhi, Shaan, and various independent artists.

    Gaurav Dagaonkar’s experience as an award-winning music director and IIM Ahmedabad alumnus strengthens Hoopr’s credibility in music marketing. Hoopr combines expertise in music, technology, and community engagement, positioning itself as a leader in the Indian market.

    By tapping into the ₹3,500 crore creator market and the growing ₹40,000 crore digital advertising market, HBS is becoming a key player in the advertising ecosystem. Its data-driven approach, supported by its tech platform, creator network, and ad-ex insights, promises measurable ROI for brands through music-driven solutions. Hoopr aims to build lasting intellectual properties through collaboration with brands and creators.
     

  • How malls are changing consumers’ behaviour and evolving shopping centres in this digital age

    How malls are changing consumers’ behaviour and evolving shopping centres in this digital age

    Mumbai: In today’s digital age, malls are undergoing a transformation that reshapes consumer behaviour and reinvents the shopping centre experience. With the rise of e-commerce, traditional malls have faced the challenge of remaining relevant, leading to a shift towards experiential offerings that go beyond shopping. Many malls now incorporate entertainment zones, food courts, and interactive experiences, creating destinations for socializing and leisure. This shift has influenced consumers to view malls as spaces for experiences rather than just shopping, encouraging longer visits and fostering a sense of community.

    In response to the digital age, malls are transforming into unique, multi-functional destinations that profoundly influence consumer behavior. Beyond retail, they are becoming immersive hubs where people seek experiences that are both entertaining and educational. We are excited to introduce botanical gardens and other infotainment spaces within the mall. This initiative aims to enhance the shopping experience by providing a unique blend of nature and entertainment for our visitors. These areas provide a serene escape, drawing in visitors who may come for tranquility but stay for shopping, dining, or social activities.

    However, it’s important to note that this is strictly event-based; not many malls currently feature such infotainment spaces. In fact, many malls lack open spaces, while we have ample areas dedicated to these initiatives. Such biophilic elements cater to consumers’ growing interest in nature and wellness, and they create an inviting atmosphere that encourages longer visits and frequent returns. By becoming infotainment hubs, malls are redefining themselves as cultural centres where visitors can explore, learn, and be entertained, transforming routine shopping trips into memorable outings.

    Malls are prioritising sustainability and wellness as they strive to stay relevant in a world increasingly concerned with environmental impact. Eco-friendly designs, energy-efficient infrastructure, and even zero-waste initiatives are becoming standard practices. By aligning themselves with these values, malls not only attract environmentally-conscious consumers but also position themselves as forward-thinking spaces that promote responsible consumerism. As they continue to innovate and diversify, malls are actively shaping consumer behavior, turning shopping centres into holistic destinations that thrive in the digital age.

    With the growing demand for sustainable practices, many malls are now incorporating electric vehicle charging stations into their infrastructure, positioning themselves as forward-thinking and eco-conscious destinations. By offering EV chargers, malls attract environmentally aware consumers who prioritise green transportation options. These charging stations are often conveniently located near entrances, enhancing the accessibility and appeal of the mall for EV owners. This addition not only supports the shift towards electric mobility but also encourages longer visits, as shoppers can charge their vehicles while they shop, dine, or explore entertainment options. Integrating EV infrastructure is a strategic move that aligns with consumer expectations for sustainability and reflects the mall’s commitment to reducing its carbon footprint and supporting a greener future.

    In line with the growing trend of themed and immersive experiences, some malls are introducing digital-based events that celebrate traditional festivals, such as Ganapati, in innovative ways. By incorporating technology, these events offer visitors an interactive and modern take on the beloved festival. For instance, malls can create virtual Ganapati idol installations that visitors can interact with through augmented reality, allowing them to participate in rituals digitally or even engage in virtual aarti sessions. Additionally, malls could host online art workshops where visitors can learn to create eco-friendly Ganapati idols using digital design tools, catering to the festival’s cultural significance while embracing sustainability.

    Furthering this trend, some malls have adopted immersive and themed areas that evoke specific emotions or create fantasy worlds, captivating consumers and driving foot traffic. Augmented reality installations, for example, enable shoppers to try on virtual outfits or visualize home décor choices in real-time, offering a blend of convenience and excitement. Other malls experiment with sensory experiences, using specific scents, sounds, and lighting to enhance different sections of the mall and create distinct atmospheres. These carefully curated environments not only increase dwell time but also influence purchasing behaviour, making consumers feel more connected to the brands and products on display.

  • Pride of Cows unveils brand film on single-origin milk

    Pride of Cows unveils brand film on single-origin milk

    Mumbai: Parag Milk Foods’ flagship brand Pride of Cows launched its brand film, emphasising its leadership in single origin milk. The film highlights Parag’s Bhagyalakshmi Dairy Farm, showcasing Pride of Cows as India’s exclusive single origin dairy brand.

    As the first Indian premium dairy brand to promote the single-origin milk concept, Pride of Cows offers consumers transparency by providing consistent quality from one dedicated farm, ensuring they know the source of their milk.

    Parag Milk Foods executive director Akshali Shah said, “Consumers today are more conscious than ever about the quality and origin of the food they consume. Single-Origin Milk is our way of providing absolute transparency in this process. Unlike conventional milk sourced from multiple locations, Pride of Cows comes from a single farm, ensuring a level of purity, quality, and traceability unmatched in the industry. This commitment to one source, one farm and one breed is integral, especially in today’s time, where authenticity is critical. The film is a celebration of this dedication to excellence and our farm’s ability to deliver an experience like no other.”

    The narrative follows a young mother who is both the central character and narrator. Her journey leads her to Bhagyalakshmi Dairy Farm, where she discovers practices that ensure pure, fresh milk is delivered directly to her home. The sensory experience of the 1,200-acre farm showcases healthy cows, cared for with shades, mats, RO water, and nutritious fodder under global experts’ supervision. The film highlights unique details, such as serenading the cows with special music. This results in delivering fresh milk, allowing consumers to trace its origin. Ultimately, the mother wakes from a dream to find delicious milk waiting for her at breakfast.

    The agency behind the campaign, BelieveTrinity founder Samarth Shrivastava said, ‘Working with the Pride of Cows team and the facilities at Bhagyalakshmi Farms was a pleasure. The level of care and attention to detail shown at the farm reflects in the product itself, which we’ve tried to showcase in the film. Viewers will be captivated by the farm’s story, the stunning visuals, and the message of pure, traceable milk from one single source.”

    Indian moms are central to the story, serving as key decision-makers for their family’s wellbeing and primary targets for Pride of Cows. The film aims to connect with this audience, recognising mothers as influencers in making healthy choices. Releasing the film now emphasizes the brand’s commitment to the ‘one source-one promise’ concept, which they upheld even before it became popular. The film highlights the importance of milk’s origin and authenticity, reflecting a trend among consumers who carefully read labels and prioritise genuine products.

    The brand film is available on YouTube and the Pride of Cows website, providing an overview of the brand’s commitment to quality and purity. Additionally, the brand launched Pride of Cows whole milk powder, a convenient option for travelers and those on the go. The brand invites everyone to celebrate the Pride of Cows legacy, where every drop is ‘Milk Full of Love,’ representing nourishment from farm to home.

  • Koffeetech Communications restructures into six specialised verticals

    Koffeetech Communications restructures into six specialised verticals

    Mumbai: Koffeetech Communications, a digital marketing agency, has announced a restructuring to enhance impact and growth across industries. As part of its expansion, Koffeetech has consolidated operations into six specialised verticals: communications, labs, media works, boosters, studios, and motion pictures, establishing itself as a digital marketing conglomerate. This change coincides with the opening of new offices in Pune and Bangalore, strengthening the agency’s presence in key markets.

    Guided by the principle “We are KAAFI for you,” Koffeetech aims to be a trusted brand partner, providing digital solutions that combine creativity, strategy, and technology. With expertise in real estate, e-commerce, education, and more, Koffeetech focuses on delivering services that meet the evolving demands of today’s market.

    “Our vision has always been to provide specialized, innovative solutions that drive meaningful growth for our clients,” said Koffeetech Communications founder & CEO Jay Rathod. “This restructuring into six verticals allows us to offer even more focused expertise while scaling our operations to meet the needs of clients across India and globally.”

    Koffeetech Communications’ six vertical powerhouses:

    . Communications: Focused on digital marketing, managing SEO, social media strategies, and digital brand building.

    . Labs: The technology arm specializes in website development, app development, and digital transformation.

    . Media Works: This public relations vertical specializes in media buying and reputation management, helping brands communicate effectively while managing event planning and crisis management.

    . Boosters: Designed to accelerate business results through data-driven performance marketing, paid search, social media advertising, influencer collaborations, and mobile marketing.

    . Studios: Focuses on innovative branding and design solutions, creating standout visuals and launching impactful ad campaigns.

    . Motion Pictures: Specializes in high-quality video production, creating corporate films, product showcases, and ad films, with a focus on storytelling for lasting impact.

    Koffeetech’s geographical footprint has expanded recently, positioning itself to serve clients in India’s major business hubs. This approach allows the agency to tap into a broader talent pool and work across sectors such as real estate, e-commerce, education, and healthcare.

    “Our expansion into Pune and Bangalore reflects our commitment to growth, both in terms of team size and client reach,” Rathod continued. “We know the growing market in various industries in these cities. And there is more to come.”

    Koffeetech has built long-term partnerships with brands across India, helping them navigate the digital landscape. The agency’s team now includes over 75 skilled professionals, with plans for continued growth by focusing on specialised talent for each vertical.

    Koffeetech has established expertise in real estate, where its digital marketing solutions have helped developers increase lead generation, brand awareness, and sales. A Morgan Stanley report predicts that India’s e-commerce market will reach $200 billion by 2026, with a 30 per cent compound annual growth rate. Koffeetech is prepared to drive this growth.

    India has also seen a surge in foreign direct investments in education, amounting to $9.51 billion between 2000 and 2024, boosting higher education and EdTech sectors. Koffeetech is recognised for driving student enrollment through targeted campaigns across digital platforms. “Whether we’re working with real estate developers, educational institutions, or e-commerce brands, our goal is to provide them with strategic, impactful services that drive real results,” added Rathod.

  • Cars24 introduces brand film ‘For the Drives That Take You Back’

    Cars24 introduces brand film ‘For the Drives That Take You Back’

    Mumbai – This festive season, Cars24 unveiled its brand film featuring Kuldeep Sareen and Chandan Anand. The story is about a father who struggles with dementia and how a familiar drive brings back some of his long forgotten memories.

    At the heart of the film is the theme “For the Drives That Take You Back.” The story is not about the car itself, but about how a car can quietly bridge the gap between past and present, rekindling memories of family and connection. The father, who has been losing touch with his past, finds a moment of clarity during the drive.

    This theme ties into a much larger reality-dementia. According to the World Health Organisation, dementia affects over 55 million people worldwide, with around 8.8 million cases in India. Dementia is about much more than memory loss-it’s the emotional strain it puts on families and loved ones, as they watch someone slip away from the moments that once defined them. This film was inspired by those challenges-the heartbreak of watching memories fade and the strength it takes for families to hold on through it all. Cars24 chose this theme to highlight the irreplaceable role family plays in keeping those connections alive. It’s a reminder that some journeys aren’t about where you’re going, but about remembering where you’ve been.

    Talking about the film, Cars24 co-founder & CMO Gajendra Jangid shared, “This film isn’t just about a car-it’s about the memories that are tied to it. At CARS24, we’re here to help people find the cars that will be part of their most meaningful journeys.”

    The film’s everyday setting-a familiar neighbourhood with ordinary streets-grounds the story, making it relatable to anyone who has ever taken a drive that rekindled a memory or a connection. This environment adds to the emotional weight of the story, reminding viewers that life’s most profound moments often happen in the simplest places.

    Cars24 writer Manuj Chawla shared, “We wanted to tell a story that speaks to real emotions-memory loss, family bonds, and nostalgia. The car in this story isn’t just a backdrop; it’s a companion to those memories, bridging the gap between past and present.”

    “As a director, my aim was to capture the smallest nuances-those quiet drives, shared conversations, and familiar streets-can hold immense emotional weight. The car, in this story, isn’t just a backdrop; it’s a silent witness to the bond between father and son, carrying their memories and shared experiences through time. It’s always there, in every meaningful moment, reflecting the depth of their connection even when words fail.” commented Dhindora Media film & founder director Jai.

    The film is currently airing across digital platforms including YouTube, Facebook, and Instagram, reaching audiences across India during this festive season.

  • Dot Music domain for musicians and music industry sees global launch

    Dot Music domain for musicians and music industry sees global launch

    MUMBAI: For musicians the world over – both independent and managed – this should come as a breath of fresh air. The .music registry yesterday announced the global launch of the community-based .music top-level domain extension and its verified musicID. 

    Members involved in any form of music  can now  register their .music urls on a first come, first serve basis. Designed to provide verified digital identities for music artists, creators, songwriters, industry professionals, organizations and brands, .music will provide a trusted, vetted and secure digital space and safe haven for legal music consumption.

    The registration and use of .music  is exclusive to verified members of the global music community, enabling them to protect, control and oversee their music identities across the internet. In a time of increasing concern about non-consensual AI deepfakes, voice cloning, and the unauthorised use of the music community’s intellectual property, .music offers a credible solution to these challenging problems.

    The .music domain fosters a more trustworthy and transparent global music ecosystem by helping fans and platforms easily identify music (or content) created by real, authenticated humans and music (or content) entirely generated by unaccountable AI or bots, says a press release issued by the registry.

    “For the first time in music history, the global music industry will be able to register their unique .music name and verified digital music identity. The .music domain and its connected MusicID will provide a trusted, secure, and authentic music-centric Internet where the global music community can safely connect, engage, transact and thrive,” says the founder & CEO of .music Constantine Roussos, a Greek-Cypriot by birth. .

    “The .music launch marks a pivotal moment for the music industry to reclaim control of their digital footprint. By offering verified musicIDs, we are giving the global music community the ability to secure their digital identity, protect their creative works, and ensure that their presence online is authentic and safeguarded from impersonation, fraud, and AI misuse,” says id.music executive director Marina Roussou, the exclusive music identity provider for .music.

    The introduction of .music has got the entire music world excited and supportive of the initiative. A host of global association heads has come out in praise of its launch.

    “As a domain for the global music community, available only to verified artists, companies and organisations active in the music ecosystem, .music will be a valuable tool, strengthening trust and assuring authenticity. IFPI have been longstanding supporters of this initiative,” says International Federation of the Phonographic Industry (IFPI)  CEO  Victoria Oakley.

    “The launch of .music verified digital identities is an important step forward in the effort to deliver a safe, trustworthy space for artists, fans, and the global music community. Congratulations to the entire .music  team!” says Recording Industry Association of America (RIAA) chairman & CEO Mitch Glazier, who represents labels that collectively create 90 per cent of recorded music sold in the US.

    “We are pleased to see the launch of .music, a project that we believe will strengthen the global music community by creating a new level of trust, connection and reliability between all the players involved and, most importantly, with music consumers. Cisac has been a longstanding supporter of the .music initiative and we are delighted to see this ambitious project reaching the finishing line and coming to fruition,” says director general of the International Confederation of Societies of Authors and Composers (Cisac) Gadi Oron, the world’s largest network in the creative sector with 227 societies in 116 countries.

    “On behalf of the International Music Council, I extend our warmest congratulations on the occasion of .music going live on 8 October.  We celebrate this monumental achievement aimed at offering dependable and secure digital domains for music globally. This is perfectly in line with the five music rights and we are delighted to be part of it,” says International Music Council (IMC) president Sheila C. Woodward, the world’s largest network of music organisations and institutions in 150 countries with direct access to over 1,000 organizations and 600 million through its members.

    “Today’s music industry is global and digitised. ICMP is pleased to partner .music. The newly launched .music online domain name provides a global gateway for music creators and businesses around the world,” says the International Confederation of Music Publishers (ICMP) director general John Phelan.

    “The .music domain is launching at a vital time for the music industry. The NMPA applauds this ambitious initiative and the protections it offers creators who face evolving threats to authenticity from AI,” says National Music Publishers’ Association (NMPA) president & CEO  David Israelite.

    “With the music industry currently at a pivotal moment in time when it comes to protecting human creation in the face of AI and other disruptive technologies, the launch of the .music domain is another welcome tool that will help ensure authenticity and trust between artists, businesses and consumers alike. IMPF has been an active supporter of the community-based .music top-level domain for over a decade, so we’re incredibly aware of and grateful for the hard work that has got us to this point,” says counsel to the board of directors of the Independent Music Publishers International Forum (IMPF) Ger Hatton.

    “.music places security, respect for rights, and innovation at the heart of its approach. The FIM is proud to have contributed to the success of this project through its continuous support. Beyond a mere domain name, .music offers a high value-added service to professional musicians,” says the International Federation of Musicians (FIM)  general secretary Benoît Machuel, representing musicians’ trade unions, guilds and associations worldwide.

    “The Recording Academy is thrilled to continue our support of the .MUSIC initiative, especially during a time of such immense evolution of our industry where it has never been more important to protect human creativity. From its inception, the project has sought to provide a safe and reliable digital domain for music creators, and it will foster more trust and security for our entire music ecosystem,” says Recording Academy/Grammy CEO Harvey Mason Jr.

    “A2IM has supported the .MUSIC initiative from the outset, and we’re thrilled to see it become a reality. This domain fosters trust, connection, and reliability within the global music community. It will create a safe, innovative ecosystem that benefits artists, labels, and music consumers alike, fulfilling our shared vision for a stronger, more unified industry,” says American Association of Independent Music (A2IM) president & CEO Richard James Burgess, representing the collective voice of independent music.

    “Impala’s aims include effectively tackling infringement and giving music consumers the best digital infrastructure based on trust and security. A community run .music system with commitments prevailed with support from Impala and others in the sector. It’s great that the .music domains are now available and will be administered in a way that achieves our mutual objectives and creates a safe and innovative ecosystem. This is part of our mission of growing the independent music sector in Europe,” says Independent Music Companies Association (Impala)  executive chair Helen Smith), representing prominent independent music companies and national trade associations in Europe.

    “The International Music Managers Forum (IMMF) and Music Managers Forum – US (MMF-US) congratulate .music on their launch. This development offers artists and their teams access to a new top-level domain name extension and opportunities to verify digital identities as AI and deep fakes escalate the long-standing issues of trust and veracity online. Representing artists and managers worldwide, IMMF and MMF-US are always interested in connecting our communities with innovation and tools to build a more trustworthy online ecosystem for artists and fans,” says International Music Managers Forum (IMMF) and Music Managers Forum – US (MMF-US) president Neeta Ragoowansi, representing national and regional associations of self-managed artists and managers from over 50 countries.

  • Targeted ads on Disney Star Network’s TV Entertainment channels deliver a remarkable windfall for brands

    Targeted ads on Disney Star Network’s TV Entertainment channels deliver a remarkable windfall for brands

    Mumbai: The introduction of a targeted advertising solution on Linear TV through a collaboration between Disney Star Network and Tata Play, is transforming the landscape for brands that have previously hesitated to engage with linear advertising. The concerns of spillover and large campaign outlays got allayed with the creation of this extremely premium & exclusive audience cohort lowering the barriers to entry significantly.

    Brands are seizing the opportunity to execute a high visibility campaign among Linear TV’s premium audiences, complementing their digital exclusive audience across mobile & CTV. This breakthrough innovation offering targeted ads on Disney Star Network’s HD entertainment channels and top-rated shows attracted one of India’s largest advertisers, Amazon which has executed three campaigns for Amazon Fresh and Prime Speed delivery. Flipkart launched their most important “Big Billion Day” campaign recently to access this affluent metro cohort. Brands from D2C, BFSI, Pharma, Media & Entertainment and FMCG have attained a significant push to their growth with these targeted campaigns on Linear TV.  

    “We are thrilled with the response received for our new Addressable Ads solution on our linear network of HD channels. Through this one-of-a-kind ad-solution launched in collaboration with Tata Play, we have introduced an array of possibilities for brands who have specific business objectives and want to target affluent metro audiences only. We look forward to many more successful campaigns during the festive season,” said Disney Star, Head of Entertainment, Ad Sales & Strategy, Dev Shenoy.

    Tata Play tested this differentiated ad product to enhance Linear HD audiences and drive app downloads for its OTT aggregation platform, Tata Play Binge. A high frequency 10-day Binge campaign delivered instantaneous impact. Tata Play chief commercial & content Officer Pallavi Puri remarked on the campaign’s success “To promote our Tata Play Binge campaign, we leveraged the addressable ads platform to effectively target the metro viewers of Disney Star Network’s HD channels, and it resulted in a 17% jump in app downloads. We believe this is a remarkable standard for efficacy and ROI.”

    Riversoft, a water softener start-up was one of the first brand campaigns on this new ad product and experienced a substantial double-digit growth in its E-commerce sales. Riversoft founder Ashutosh Kedawat commented on the enthusiastic consumer response to this campaign “We wanted to try out Linear TV for our ad campaign and we were looking for a plan with less spill over that helps us reach our target audience. Disney Star Network presented a plan targeting the top 8 metros which also coincided with our target audience. We were really delighted to see how well the campaign performed.”

    Other D2C brands and start-ups ventured into Linear TV advertising successfully using this pioneering ad product. Perfora, a GenZ first oral care brand that is reimagining teeth whitening with safe & effective solutions, in its inaugural TV campaign expanded its audience by tapping into millennials. The campaign saw a significant surge in website traffic and resulted in increased brand search volume during its run. Gourmet snack brand 4700BC, witnessed a sizable increase in quick commerce orders. Third Wave Coffee saw its store footfalls rise across Delhi NCR, Mumbai and Bangalore resulting in high double-digit revenue growth.

    While this one-of-a-kind ad product on Linear TV attracted many new brands, existing FMCG advertiser such as Freedom Oil leveraged this ad product to reach out to a niche audience cohort of Hindi content viewers in the Southern metros. 

  • TAM AdEx: Service sector leads digital ad impressions in Jan-Jun’24

    TAM AdEx: Service sector leads digital ad impressions in Jan-Jun’24

    Mumbai: According to the latest TAM AdEx India report for the period Jan-Jun’24, digital ad impressions witnessed a significant eight per cent rise compared to the same period in 2022. The growth was fueled by increased advertising activity across various sectors, with the services sector leading the charge, contributing 51 per cent of the total ad impressions.

    Ecom-Other Services took the top spot among categories, claiming seven per cent of total impressions during the period. Notably, programmatic advertising emerged as the dominant transaction method, accounting for a whopping 88 per cent share of total impressions.

    Facebook led the list of web publishers with 34 per cent of the ad impressions, while YouTube dominated the app category with 38 per cent. Display ads ruled digital advertising, representing 78 per cent of total ad impressions in the first half of 2024.

    Among advertisers, Grammarly Inc topped the exclusive advertisers’ list on digital platforms, while brands like Amazon Online India and Hindustan Unilever were common across both TV and digital mediums. New entrants to the top categories included cellular phones, smart phones, and the auto sector, which saw a 47 per cent rise in impressions.

    With over 98,600 exclusive digital advertisers and 1,850 common advertisers between TV and digital, the first half of 2024 shows the growing prominence of digital platforms in India’s advertising landscape.

  • Avtr Meta Labs collaborates with Ministry of Information & Broadcasting

    Avtr Meta Labs collaborates with Ministry of Information & Broadcasting

    Mumbai– Avtr Meta Labs has announced its partnership with the Ministry of Information & Broadcasting (MIB) for the introduction of India’s First AI Avatar Creator Contest. This unique contest will be a key feature of the upcoming World Audio Visual & Entertainment Summit (WAVES) 2025, scheduled to take place from February 5th to 9th, 2025 at Bharat Mandapam, New Delhi.

    Avtr Meta Labs co-founder & CEO Abhishek Razdan said, ” “We are incredibly excited to launch India’s First AI Avatar Creator Contest in association with the Ministry of Information & Broadcasting, a unique initiative that blends the power of artificial intelligence with creative expression. This contest not only showcases the potential of AI in digital artistry but also provides a platform for creators, innovators, and tech enthusiasts to explore new horizons. At Avtr Meta Labs, we believe in the transformative power of AI, and we’re thrilled to see how participants will push the boundaries of technology and imagination.”

    WAVES, a globally recognized platform for the Media and Entertainment (M&E) industry, highlights India’s position as a rising hub for innovative content creation and storytelling. The 2025 edition of WAVES will bring together industry leaders, stakeholders, and creators from across the world to explore the future of the media industry, focusing on creativity, technology, and collaboration.

    As part of this grand summit, the Minister of Information & Broadcasting, Ashwini Vaishnaw, has officially launched the “Create in India Challenge – Season 1”, a series of 25 distinctive contests across multiple domains. Among them is the highly anticipated AI Avatar Creator Contest, which offers creators, technologists, and marketers the opportunity to showcase their skills in developing AI-driven virtual avatars.