ITV

Category: Brands

  • DBS Bank is #SparkingTheFuture for kids in Mumbra

    DBS Bank is #SparkingTheFuture for kids in Mumbra

    MUMBAI: To mark the Children’s Day celebration in India, DBS Bank launched a unique campaign, #SparkingTheFuture, featuring cricket legend Sachin Tendulkar, to give the kids an opportunity to play to their hearts' content.

    Designed by Social Kinnect  the campaign highlights the culture of sports that has been brewing in Mumbra and the way DBS Bank is helping in nurturing the same.

    To make this campaign successful, DBS Bank has also invited people to become a part of the movement online and pledge their support in #SparkingTheFuture of kids.  Next month, DBS will light up an entire ground in Mumbra, to give the kids access to playground, even after the sun sets.

    Social Kinnect COO Chandni Shah said, “At Social Kinnect we strongly believe in bringing out the impact of socially relevant campaigns to ensure that they resonate with the audience and encourage them to join the movement. #SparkingTheFuture by DBS Bank is one such campaign that aims at highlighting the difference that has been made on-ground. The idea was to keep the campaign realistic by featuring kids who have been impacted and Sachin Tendulkar, who is one of the strong pillars of the campaign.”

    DBS Bank marketing head Sheran Mehra said, “It all began when we at DBS Bank and Sachin came together to #SparkAPurpose. Sachin’s real-life mission is to facilitate play amongst children, we made it our shared purpose, and decided to provide kids access to play even after the sun sets. It’s been an incredible journey since, and now we are #SparkingTheFuture of the next generation of our country by lighting up our first ground at Mumbra. We intend to fuel the existing counter-culture of sports amongst kids and enable them to play to their hearts content.”

  • ZEE5 and OYO offer discounts to travellers

    ZEE5 and OYO offer discounts to travellers

    MUMBAI: OTT platform ZEE5 has joined hands with OYO Hotels and Homes to offer the travellers some fantastic discounts. OYO Hotels and homes will offer their customers a flat 20 per cent discount on a ZEE5 subscription. Similarly, ZEE5 subscribers will enjoy a flat 60 per cent discount on booking rooms via OYO, with an additional 5 per cent off for OYO wizard members. The offer is valid till 15 January 2019.

    ZEE5 India business head Manish Aggarwal said, “The travel industry in India is growing exponentially and people are consuming content when on the go. Taking a cue from this, ZEE5 has partnered with OYO rooms to provide seamless entertainment options to travellers. Our exhaustive library has content across six languages and multiple genres to suit the travel preference of travellers, regardless of their age and background. With aggressive tie-ups in the travel space, ZEE5 aims to create a multitude of opportunities that enhance customer experience and value and this partnership with OYO Rooms is another step in that direction.”

    OYO Hotels and homes VP- conversions Burhanuddin Pithawala, commented, “At OYO, we thrive on a customer centric approach to innovation, and our partnership with ZEE5 brings alive our shared passion for delighting our customers. Through this partnership, we are excited to offer the ZEE5 entertainment experience to all our valued customers, and extend the OYO hospitality experience to all the subscribers of ZEE5.”

    Recently, ZEE5 has also tied up with MakeMyTrip and RailYatri to give an impetus to its rapidly growing user base and make commuting more engaging.

  • Mondelez India launches limited edition Cadbury Dairy Milk Vintage Box

    Mondelez India launches limited edition Cadbury Dairy Milk Vintage Box

    MUMBAI: Marking the 70th anniversary of Mondelez India (formerly Cadbury India Ltd.) and Cadbury Dairy Milk, the company has launched a limited edition Cadbury Dairy Milk vintage tin pack. The collecter’s edition box contains Cadbury Dairy Milk chocolates packaged with covers from four distinct eras.

    Commenting on the milestone and the launch, Mondelez India director – marketing (chocolates) Anil Viswanathan said, “We look back on our history in India fondly and it is a huge honour to commemorate this special milestone. We thank our teams as well as all our consumers who have supported us over the years and invite everyone to join us in our journey ahead.”

    He added, “To celebrate this journey, we are thrilled to launch this beautiful Cadbury Dairy Milk Vintage Box. Consumers can take a trip down the memory lane with these retro pack designs and relive their favourite Cadbury Dairy Milk memories.”

    Mondelez India head of ecommerce Abhishek Ahluwalia said, “These days, consumers are not just looking at products and services, but at experiences that can create long-lasting memories. We are excited to launch our yet another e-commerce exclusive proposition. On its 70th anniversary, Mondelez India, wishes to connect with the consumers on an emotional level with the help of its limited edition vintage pack. This is our way to thank the consumers who have played such a significant role in Mondelez’s journey. The vintage pack is a symbol of its seven decades of consumer love and adulation and the positive leaps it has taken to become India’s favourite chocolate brand. We are committed to building on the legacy we’ve created in the last 70 years with the promise of bringing more moments of joy in the times to come.”

    Cadbury Dairy Milk limited edition vintage tin pack contains 4 Cadbury Dairy Milk Chocolate bars and will be available on Cadburygifting.in and exclusively on e-tailers like Amazon, Flipkart, and Paytm at INR 544.

  • Impact of assembly elections on TV ad spends

    Impact of assembly elections on TV ad spends

    MUMBAI: “Bad officials are appointed by good citizens who do not vote.”  We’ve all heard that every citizen must cast their vote because it’s the very essence of a country’s democracy and also their right. However, a lot of people choose to turn a blind’s eye. This could either be due to lack of awareness about getting voter ID cards ahead of time or just sheer boredom to go out, stand in a queue and getting inked. 

    Election time is fairly interesting because we get to see so many different and new ads during this time. The ruling party is gushing about its achievements whereas the opposition party criticises the existing regime and the changes they intend to bring if elected. Brands on the other hand, often come up with some tongue-in-cheek advertisements that talk about the importance of voting and so on. Today, with digitisation, availability of low cost smartphones and low data costs, digital and social media has become the front leader of all marketing mix. Bands and political parties are sure to leverage the medium to reach a large set of audiences where traditional media kind of seems to fail. 

    India’s 2014 election was the world’s biggest exercise in democracy, with a price tag to match. Indian politicians spent around $12 billion on their campaigns, which, in terms of expense, makes these polls the most expensive since the US presidential elections hit the $7 billion mark.

    The next General Elections will take place in 2019 which is promised to be a game changer in the way political parties spend during elections. If we’ve learnt anything from the 2014 elections where BJP spent Rs 714 crore and Congress spent Rs 516 crore, 2019 election is set to break all major records. However, before we enter 2019, The Indian Assembly Elections are scheduled between November-December in the states of Madhya Pradesh, Rajasthan, Chattisgarh, Telangana and Mizoram.

    In order to understand what will be the impact of Assembly elections on ad spends this year and which brands or categories will advertise the most, we bring to you industry expects’ views: 

    MediaCom national director for buying K Srinivas Rao thinks that advertising on elections, especially state elections is majorly driven by local retail advertisers or semi-corporate advertisers with a B2B advertising objective.

    Local/retail advertisers majorly depend on news channels for their advertising and hence are most likely to go big during elections. Retail players do long term deals keeping in mind the election time which gives them a leverage to get the best value from the channels. Election time is generally seen as the time when news channels expect an upside in revenues on the back of specific programming and its sponsorships. We have typically seen around 10-15 per cent upside in revenues for the national channels during elections. However, this number grows many times on the respective local news channels in which the elections are being conducted.

     

     

    Dentsu Aegis Network chairman & CEO South Asia Ashish Bhasin thinks that election ad spends are not that significant because the total size of the market is Rs 65000 crore whereas election ad spends contribute to only Rs 2000 crore. 

    The government/political ad spend goes up during elections, especially before election silence starts. Digital and mobile play a vital role during this time as all of them want to reach the younger user/generation. The 2014 general election was the first one where digital was used in a big way and it will be pertinent in the next elections as well. News channels become more active and advertise the most during this time because advertising follows eyeballs and people who follow elections, tend to switch on those news channels for election coverage. Other than the government and political parties, there is no significant change in the advertising spends because brands advertise according to their consumer cycle and the need of their category.

     

     

    Havas Media Group CEO – India and South East Asia Anita Nayyar is of the opinion that automobile, FMCG, e-commerce brands and e-wallet sectors are expected to advertise the most during elections along with digital and mobile which will play a major role in political advertising.

    According to the PTI report, the government spent nearly Rs 1,286 crore in 2016-2017 on ads about government policies, schemes, projects and events, through various media. The amount spent by the advertising agency for 2016-17 was 8.15 per cent higher than Rs 1,188.85 crore spent in 2015-16. The decibel level of marketing by government and brands will only go up in the coming months. While political advertising is an important arm of the Indian adex, it is very sentiment-driven and dynamic. If the government is stable, there is positive sentiment leading to brands spending more on advertising.
  • Myntra’s Email Campaign Performance Increases by 60% withSmartech’s Proprietary AI-Powered Marketing Suite

    Myntra’s Email Campaign Performance Increases by 60% withSmartech’s Proprietary AI-Powered Marketing Suite

    MUMBAI: Myntra, one of the most recognisable brands in the country’s digital fashion space, continues to benefit greatly from Netcore’sAI-powered growth marketing platform, Smartech. Myntra has been able to power customer engagement at incredible scale using Smartech’s comprehensive analytics and engagement ecosystem to produce 60% better results when it comes to their email marketing campaigns.

    This uplift which is 2X that of industry standards, underscores how established brands can hit impressive growth figures by incorporating AI as part of their broader marketing strategy. These results were achieved by partnering with Smartech, a product of Netcore Solutions, a global pioneer in the martech space, for over 4 years.

    In these times of multi-channel engagement, email continues to be the most valuable channel for marketing messages, with average open rates of 17% and CTRs (Click-Through Rates) of 2.3%. Therefore, it has a significant impact on the bottomlines of online retailers since conversions are directly related to campaign performance. 

    Myntra’spressing challenge was to ensure that its marketing emails get delivered in the “Primary” tab of their customer’s inbox, rather than the “Promotions” tab. Driving Primary Inbox delivery drastically enhances the chances of eventual conversions instead of getting lost in the daily clutter of other promotional email.

    Smartech addressed this challengethrough a 3-pronged approach:

    1. AI-powered Dynamic Delivery: Smartech helps enhance delivery rate through Primary Inboxing, which helped increase the Click-Through Rates (CTRs) by 1.5X
    2. Neural Networks coupled with Smart Segments: A component of AI, Neural Networks identified customer segments based on their brand affinity, gleaned from data regarding their interactions and transaction history. These can pick up the smallest of signals with regard to delivery used to then auto-adjust the campaign throughput
    3. Consultancy-driven Content Optimisation: By leveraging Smartech’s AI and Machine Learning capabilities, Myntra was able to zero in on the right content and creativesfor its audiences as well as identify the best times for sending their emails, all aimed at maximising conversions through compelling calls to action

    Mr.Aashish Kumar, Senior Manager, CRM & Growth at Myntra stated, “Netcore'sSmartech has been critical to our customer retention strategy, and we have partnered with them for 4+ years now. Using AI-based delivery, Smartech has helped us in Primary Inboxing, achieving 60% improvement in email campaign performance which is 2X that of average industry standards.”

    Kalpit Jain, Group CEO at NetcoreSolutions, added, “Myntrahas been a valuable partner over the years and we are thrilled to be playing a role in their growth story. Brands that adopt AI and Machine Learning as part of their marketing strategy are far likelier remain ahead of the curve. Our work for Myntrahighlights the immense power of AI in making the best possible utilisation of customer data, and should serve as encouragement for marketers across the industry. We look forward to scaling greater heights with Myntra in the years to come.” 

  • Dentsu One stages a walkout for Queo’s latest campaign with Jacqueline Fernandez

    Dentsu One stages a walkout for Queo’s latest campaign with Jacqueline Fernandez

    MUMBAI: The rapid growth in the number of high net worth individuals (HNIs) and aspirational lifestyles and consumer demographics has led to a demand for luxury living.

    Queo’s latest campaign conceptualised by Dentsu One, narrates Jacqueline’s journey and her quest for the best-in-class bathroom experience.

    The ‘NOTHING LESS WILL DO’ campaign, launched across digital, cinema and print medium targets HNI consumers for whom opulence is a way of life.

    The campaign recreates a life of grandeur and an affluent lifestyle. Delivered by Bollywood star Jacqueline Fernandez, the brand ambassador for Queo, the films show her playing a woman who wants the best or nothing. As it says in the story, for the ones who value luxury, 'NOTHING LESS WILL DO'.

    The first of the two-part series takes off with Jacqueline Fernandez refusing to stay in a 7 star hotel because the bathroom was not good enough. This raises a lot of eyebrows and becomes national news with newspapers covering the walk-out.

    Aptly titled, ‘The Walkout’, the film begins with the controversial walkout picture of the star and then goes on to show Jacqueline walk into her ultra-luxurious world of Queo bath lounge. In the background, her manager gives a point of view on the controversial walkout and talks about Jacqueline’s absolutely uncompromising attitude. The star flings her ill-fitting shoe off before indulging with it. This film celebrates the ability to get things. The launch film showcases the newly launched F-Courbe series, with one of its kind wash basin whose curves never meet and the second film showcases the Smart Tap shower that works in sync with Amazon Echo.

    On the launch of the film, HSIL Ltd president building products division Manish Bhatia said, “We got the luxury brand Queo to India in 2011, with an aim to create the luxury segment in bath spaces as it did not exist back then. Designed and conceptualised by leading European design masters, Queo, is a testimony to the intricacy and finesse in craftsmanship. This new campaign with Jacqueline resonates with this uncompromising standard of the brand. She fits in perfectly as she exuberates the class, the elegance and the attitude that matches with the brand. I feel this attitude towards luxury reflects a new Indian customer who won’t accept compromises.”

    Speaking about the campaign Dentsu One, national creative director Titus Upputuru said, “Luxury marketing is largely about imagery and lifestyle. We wanted to add a layer of attitude. The campaign not just celebrates the uniqueness of Queo products but also the unique demands of a star like Jacqueline.”

    “I’m extremely excited to continue my association with Queo. The brand epitomises true indulgence and luxury and I admire their quality and attitude of not settling for mediocrity, in order to provide unparalleled experiences to their customers,” said brand ambassador Jacqueline Fernandez.

  • HIL Ltd. Launches new TVC campaign for its green building brand Birla Aerocon

    HIL Ltd. Launches new TVC campaign for its green building brand Birla Aerocon

    MUMBAI: Birla Aerocon, the green building solution brand from the house of HIL Ltd. which is India’s leading and Asia’s most trusted building material company, today announced the launch of a new TVC campaign ‘Naam Birla Dekhke Lena’. The TVC showcases the superior quality that Birla Aerocon offers in the category to its customers.

    Conceptualised by Ogilvy, the TVC is a quirky take on the problems caused by leaking pipes. Using the plumber as the protagonist, the TVC starts with a plumber who to the annoyance of others in his family, is having to change his name almost daily. It is later revealed that the overpromises made by technicians– ‘kuch hua na, toh naam badal denge’ was the reason behind a new name every day as his blind promises were never fulfilled due to the sub-standard pipes installed at customer’s home. The commercial ends with a voiceover – Pipe ho lena to naam Birla dekhke lena, which beautifully sets the mood for the commercial and helps the plot unravel highlighting the quality, durability, and reliability of Birla Aerocon pipes.

    Commenting on the TVC Dhirup Roy Choudhary, MD & CEO, HIL Ltd, said “Birla Aerocon Pipes and Fittings, from the house of HIL, is a world-class product that is made with TrueFit Technology which ensures leak-proof pipes and fittings. Our latest campaign for Birla Aerocon pipes and fittings showcases the trust BIRLA as a brand entails, which is world renowned and is associated with top quality products. Our products cement the same trust amongst all our channel partners through our superior quality of pipes and fittings. Through the campaign, you can see how together with our products we are building the trust and happiness amongst customers and plumbers alike.”

    Nilay Moonje, Group Creative Director, Ogilvy said, "When it comes to repairs or fitting pipes we rely on the word of the experts in the field, the plumbers. We thought, what if we made the plumber our hero as well as the victim of ordinary pipes and in turn communicate the reliability and assurance of Birla Aerocon Pipes. So we got this hilarious idea of a plumber who literally puts his name and reputation on the line." In addition to that he says, "All credit to the Client team for loving and supporting the script all the way and Suresh Triveni for doing such a fabulous job directing it."

  • Chumbak launches first brand campaign with Ogilvy

    Chumbak launches first brand campaign with Ogilvy

    MUMBAI:  Chumbak, a souvenir brand, has planned to come up with its first campaign with an aim to introduce the multi-faceted Chumbak and what it stands for to the consumers.

    The brand campaign comprises a digital film and outdoor campaign and it has been conceptualised by Ogilvy Bangalore.

    Ogilvy south chief creative officer Mahesh Gharat said, “Chumbak is a brand that offers a range of colourful and unique products for young women. These products make women stand out and be unique in their own way. This led us to the insight that there’s something unique about every woman – a little quirk or a special charm in their character. It’s these small acts of impulse or free-spiritedness that we celebrate in the brand film.

    "Chumbak is all about a little splash of colour or a pop of quirk that it adds to your home or ensemble. Here, we’re telling the stories of many women, who might seem ordinary at first glance but carry with them a little, unique quirk. Chumbak’s brand philosophy and product offering complements and completes this special quirk."

    Chumbak CEO Vivek Prabhakar said, “The brand film is a culmination of us creating a defined story for our community and new consumers waking up to us. From narrating our brand ethos to our product story, the idea was to create something fresh and full of energy which is what the brand is today. We believe the film will surely get the ball rolling on the growth story around the brand with us expanding our online presence and taking up our store count to over 75 stores in the next year.”

  • India’s first ever campaign to promote Banana | Keventer Banana

    India’s first ever campaign to promote Banana | Keventer Banana

    MUMBAI: Initiating a new beginning in the Indian marketing space, Keventer, the largest Banana brand in India, has launched the nation’s first ever marketing campaign to promote ethylene ripened Bananas.

    Banana being a low-value product and easily available throughout the year across India, not many organizations have actively promoted the consumption of the fruit. Keventer Agro, one of the fastest growing Food & Beverage companies in Eastern India, has taken a leadership stance in endorsing Banana with India’s first TVC promoting this delicious food.

    While everyone’s aware of the health benefits of Banana, one of the key objectives of the campaign is to position it as a desirable diet for children of all ages. The TVC takes the protagonist (a kid) to a fantasy land where the nature celebrates the wholesome goodness of banana with Banana Dolphin, Banana Bird, Banana Butterfly, etc. The stop motion video aims at evoking fantasy in every kid’s mind, encouraging them to consume banana every day.  

    The TVC will be backed by a month-long high decibel campaign along with an engaging on ground activity to spread awareness about the various benefits of Keventer Banana.

    Commenting on India’s first campaign to promote Banana consumption, Mr. Mayank Jalan, CMD, Keventer Agro said “The launch of the first integrated campaign to market bananas in India is an important milestone for us. With an annual sales of 30,000 tonnes, we are the largest branded banana suppliers in the country but the opportunity in India is largely untapped. The launch of this campaign is another step towards achieving our objective of making banana a staple food in every kitchen across the country.”

    “Keventer Agro is the largest seller of branded bananas in India, and has been working extensively with farmers in West Bengal. We provide agronomic advice and assured buyback of produce, and this has led to a sustained improvement in the livelihoods of over 15,000 farmers in the state. Bananas are a great source of nutrition, and we are doing everything in our power to bring this “superfood” to consumers. We are confident that this campaign will leave an impression in people’s minds resulting in a deeper connect with brand Keventer.”- Informed Mr. Sunil Kajaria, CEO- Banana, Keventer Agro Ltd.

    Commenting on the creative aspects of the campaign, Ms. Suparna Mucadum, EVP -Genesis Advertising Pvt. Ltd. said “Bananas are perceived as a boring fruit. We wanted to make the product fun and enjoyable, especially for the kids ……Hence stop motion has been used as a device to capture and create a romance around the product. This has been beautifully presented with the 'Banana Wonder World' story."

  • Guest Column: The role of digital marketing in achieving better ROI during festive seasons

    Guest Column: The role of digital marketing in achieving better ROI during festive seasons

    When it comes to the world of marketing and advertising, festivals provide a unique opportunity to reach a wide audience with an almost singular emotion- “celebration”. And while in western markets, this peak season is predominantly during Christmas, it is a completely different ball game in India. From Diwali and Dusshera to Holi, Eid and Christmas, festivals and their corresponding festivities and celebrations abound through the year. This creates an interesting opportunity for marketers to drive engagement and sales through several periods of the year, while also keeping an eye on brand building.

    In the pre-digital era, this indicated large sweeping mainline campaigns that aimed at targeting as wide an audience as possible. However, this strategy often hit a speedbump because being part of a diverse country such as this, the celebrations and cultures associated with each festival vary from region to region. And that is the issue that the digital space has resolved for brands as well as marketers. Instead of just one blanket campaign, we are finally able to customise and channel the right message to the right individual. 

    This is especially important when you consider that festivals are more about pushing for sales rather than mere brand building. Take the recent Big Billion Day Sale campaign by Flipkart, with a plethora of influencers and creatives that generated every aspect of every point of sale was covered across regions and demographics. Although not around a specific festival, the ‘festive season’ as it is popularly known to be allows us to widen the reach of this messaging further, and the fact that it is not a singular creative asset-led campaign helps maintain freshness in the content.

    Now combine this with strong consumer data and deeper insights on culture, and what you have is the opportunity to build messaging basis a prevalent conversation or sentiment online. And by mapping these two well with nimble content creation capabilities where assets are created, not in weeks or months, but a few days and at times even hours, one can deliver creative assets that engage consumers while not only providing value, but also propagating the brand’s values.

    What this understanding of culture also does is to help brands focus on deep consumer insights about what a festival truly means to people today. An interesting case in point was Netflix’s film around the worry everyone has with respect to gifting during festivals,which led to a widely enjoyable creative that had its sentiment analysis spot-on, generating a smile across everyone’s face.

    The above example also showcases that the era of wider reaching creatives isn’t over.In fact, while the digital space allows us to hyper target and create content that is well aimed, it also allows us to not lose what the larger message of the brand is. This is because when the avenues to propagate a message increase and the data allows one to target, then you can both, deliver a wider message for brand building along with smaller, more targeted content for sales. In other words, the digital platform allows you to have your cake and eat it too.