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Category: MAM

  • Meesho partners with ONDC to democratise internet commerce

    Meesho partners with ONDC to democratise internet commerce

    Mumbai: E-commerce company Meesho on Wednesday announced its integration with Open Network for Digital Commerce (ONDC) to help connect buyers with hyperlocal sellers and support India’s vision of creating an inclusive e-commerce ecosystem.

    In line with Meesho’s mission to democratise internet commerce for everyone, the integration will fuel the discoverability of products for consumers while creating a wider market for hyperlocal suppliers. The pilot will first be launched in Bangalore and gradually rolled out in other locations over the coming months.

    With 80 per cent of Meesho’s 14 crore annual transacting customers coming from tier-two+ cities, the company has been instrumental in boosting access for underserved users across the country.  More than eight lakh sellers are currently registered on the platform, of which 40 per cent are from tier two cities and beyond. Meesho has always focused on making e-commerce more inclusive and the integration with ONDC will amplify the company’s efforts in that direction.

    Meesho founder and CEO Vidit Aatrey said, “With a shared goal to empower small sellers and give a fillip to hyperlocal businesses, the integration will boost our efforts to democratise internet commerce for everyone. ONDC will also play an important role in expanding India’s e-commerce sector by bringing more consumers online. We have been working closely with ONDC to ensure that the integration is smooth and the user experience remains seamless.”

    ONDC chief executive officer T Koshy commented, “At ONDC, our aim is to create an open e-commerce ecosystem that caters to one and all. We are pleased to onboard Meesho, as its deep capabilities in small towns will set the network flywheel in motion and take ONDC closer to our goals. E-commerce is still small in India, and new-age platforms like Meesho will be strong network participants for ONDC in this journey.”

  • Bridgestone India’s MD Parag Satpute dons global role

    Bridgestone India’s MD Parag Satpute dons global role

    Mumbai: Tyres and sustainable mobility solutions provider Bridgestone India has announced that its managing director, Parag Satpute, will be assuming a new global role in Bridgestone’s Solutions business and will be stationed in Amsterdam, Netherlands. He is succeeded by Stefano Sanchini, who will assume Satpute’s role at Bridgestone India. These leadership changes will be effective 1 January 2023 onwards.

    Satpute assumed the role of managing director of Bridgestone India in November 2017. It was during his tenure that Bridgestone India reinforced its position in the Indian market and gained a leadership position. In recent years, the company has expanded its operations in terms of capacity as well as expertise, launching a solutions business and tyre-as-a-service for its customers.

    On his move into a global role, Satpute said, “It has been an enriching experience heading Bridgestone India and working alongside a dedicated team that saw Bridgestone India gain leadership in the Indian market. The last few years have been as rewarding as they have been challenging, and I am pleased to see the fruit of our efforts. I am also excited and looking forward to contributing towards Bridgestone’s ambitions as a global leader in mobility solutions.”

    Sanchini moves from his current role as vice president for the region of the Middle East & Africa (MEA). He will take up the position of managing director, Bridgestone India, and will be based out of Pune, India. Sanchini has been with Bridgestone since 2017 as sales director for MEA and was appointed vice president of region for MEA in 2019.

    “I am looking forward to working in India. India is one of the most diverse markets, and it comes with its own challenges, which the current team has remarkably addressed. As we move into new technologies and mobility solutions, the Indian market is going to be a focus area, and I am happy to be here as we spread out these solutions to the vast Indian customer base,” said Sanchini.

     

  • Reliance Trends releases a latest film for its winter collection

    Reliance Trends releases a latest film for its winter collection

    Mumbai: Fashion and apparel brand Reliance Trends has partnered with creative marketing and advertising agency Social Panga to release a unique campaign with the onset of winter.

    Conceptualised by Social Panga, the integrated campaign has been executed by production house The Yellow Shutter.

    This integrated campaign attempts to capture the essence of winter and high fashion in Delhi NCR. The film is targeted at bringing the best of everyday high fashion to the audience, turning the very lifeline of the city, the Metro, into a ramp.

    The campaign will be promoted across multiple platforms, including print, digital, and social media.

    “The metro is an intrinsic part of the city; we found this to be a perfect setup to be the runway for winter fashion. The idea was to change the drab perception of winter that people have, wherein they repeat jackets, and to showcase the Trends winter collection in all its glory,” said Social Panga co-founder Gaurav Arora.

    Reliance Trends COO Vipin Tyagi added, “Winters are an important part of every brand’s fashion calendar. But we wanted to do something that the city would remember. We wanted to show them that they could exercise high fashion even in their everyday life. And the campaign just fits the bill.”

    Commenting on the campaign and ideation, Social Panga creative director Archana Sudarsan said, “This was an exciting one for us because the concept was so unique. The location added the extra flair, and the campaign truly redefines winter fashion in the modern Indian’s life.”

  • 64% Indian streamers are more receptive to ads on streaming platforms than social media: Magnite report

    64% Indian streamers are more receptive to ads on streaming platforms than social media: Magnite report

    Mumbai: Magnite, the independent omnichannel sell-side advertising platform, on Tuesday released a study entitled “India Embraces the Streaming Era” that found ads on streaming platforms capture more attention than ads on social media. Nearly two-thirds of India’s streamers (64 per cent) are more responsive to advertising on streaming platforms, with many stating they often search for the product (48 per cent) and make a purchase (33 per cent) after the fact.

    The study also found that free or ad-supported content is preferred to paying for an ad-free experience. 80 per cent of streamers prefer to watch ad-supported content versus subscribing to an ad-free platform for a monthly fee.

    “OTT is unmatched in its ability to engage viewers, and we commissioned this study to better understand consumption patterns across the rapidly growing Indian streaming audience,” said Magnite managing director, Asia Gavin Buxton. “One of the study’s key findings shows that OTT advertising outperforms other mediums like social media when it comes to attention and purchasing power. With three-quarters of video viewers streaming more now than a year ago, advertisers should be actively exploring this channel to reach the right audiences.”

    According to the study, two thirds of streamers prefer to watch streaming services over traditional TV, and streamers rank the quality of content, platform usability, and content discovery as the top factors driving their decision to stream. The majority (75 per cent) of streamers are streaming more video content than a year ago, and 66 per cent expect to stream more next year.

    “We are witnessing the next stage in streaming’s evolution—one where the lines between SVoD, AVoD, and FAST are being blurred as we see audiences continue to fragment,” said Samsung Ads, India senior director Prabhvir Sahmey. Whilst globally we’re seeing the major streaming giants introduce ad-funded and hybrid models, locally we’ve seen the adoption of these freemium models in India gain considerable viewership. It is exciting to see such a promising future for ad-supported streaming confirmed both recently in our TV ad engagement study and validated in this new report from Magnite.”

    “The migration of audiences from linear TV to streaming signals an opportunity for our clients who are looking to invest in CTV and incorporate TV buys into their overall advertising strategies with screen-agnostic planning,” said Omnicom Media Group chief digital officer, APAC Bharat Khatri. “With the breadth of available inventory increasing and the preference for streaming across India according to Magnite’s research findings, advertisers should take note of where viewership is moving and invest in OTT to reach highly engaged viewers watching their favourite shows. At the same time, we are seeing a big shift happening on the measurement front, with viewability amounting to three seconds or half of an ad flashed on rapidly scrolling screens. It’s easy to see a growing gap between the opportunity to be seen and actually being seen, thus the need of the hour is to start optimising based on attention to generate incremental value across creative, media planning, and buying, and in turn improve brand health and performance.”

    Additional key findings from Magnite’s study include:

     ●  Mobile commands the majority of streamers’ time, and 88 per cent of viewers reported a positive viewing experience on smartphones, comparable to the number that reported a positive viewing experience on TV screens.

    ●  Mobile is the top streaming device, but time spent streaming on CTV is growing as smart TVs are introduced into Indian homes. 59 per cent of streamers are now watching CTV and spending an average of eight hours per week streaming content on a big screen.

    ●  Live streaming is becoming mainstream. Nearly all streamers (86 per cent) said they watch live content through streaming platforms, with streaming being particularly prevalent across news, sports, and reality content. Streamers are more likely to watch live programming on streaming platforms than on traditional TV.

    Check the full report here. ( https://www.magnite.com/research/india-streaming-era/).

  • upGrad appoints Anuj Vishwakarma to head its online higher-ed programs

    upGrad appoints Anuj Vishwakarma to head its online higher-ed programs

    Mumbai: upGrad, one of Asia’s higher edtech companies has announced the appointment of Anuj Vishwakarma as president for its online higher-ed programs.

    In his new role, Anuj will be responsible for building the online higher-ed vertical for creating a long-term strategic moat and also implement growth best practices for scaling the business.

    Vishwakarma is a seasoned growth leader with over 10+ years of rich experience building high-growth consumer businesses in the fintech, online retail, and offline retail industries. Prior to upGrad he has driven growth for leading consumer internet players like Myntra, Paytm and Ola. He has led high-profile assignments at Ola as revenue & growth head and at Paytm as growth head for Travel Business.

    An MBA degree holder from IIM Bangalore and a National Institute of Technology (NIT) Bhopal, alumnus, Vishwakarma has a constant hunger for growth and has a track record of building large businesses through sustainable growth strategies. He will operate from upGrad’s Bengaluru office and will also collaborate with the multiple teams across upGrad divisions to scale their program vertical.

    Welcoming him, upGrad co-founder and managing director Mayank Kumar commented, “We operate in a golden era where the demand for online higher education will continue to propel and therefore, we need a solution-focused leader who comes with strong hands-on skills. Vishwakarma, for his domain inclination, is best suited to perform in-depth market research and consumer insights to spearhead our vertical growth. His efforts will further solidify our core business while also enhancing our domestic LifeLongLearning suite.”

     “I am humbled to be a part of this dynamic leadership team who knows no limits. upGrad’s vision is synergistic and I look forward to utilizing my domain expertise for building a stronger business foundation for driving career outcomes of our potential learners. This will help me contribute towards strengthening the brand’s reputation across a wider audience,” concluded Vishwakarma.

  • SG Analytics appoints Rob Mitchell as its new advisory board member

    SG Analytics appoints Rob Mitchell as its new advisory board member

    Mumbai: SG Analytics, a leading global Insights and analytics company, has announced the addition of Rob Mitchell to its advisory board. Mitchell, an industry veteran and accomplished professional with over 25 years of experience is the co-founder & CEO of FT Longitude, a London specialist thought leadership agency that advises global B2B brands.

    “I am excited to welcome Rob as his rich experience will bolster our efforts to provide more value to our customers and strengthen our relationships,” said SG Analytics CEO Sid Banerjee.

    “Our board of advisors are committed to enabling our growth plans and championing our vision globally, and with Rob on the team, I visualize us further strengthened to achieve our business goals including our resolve to go public in 2025,” he added.

    As the co-founder and CEO of FT Longitude, Mitchell secured investment for Longitude from the Financial Times Group in 2018, and in 2022 Longitude became a fully owned subsidiary of the FT Group. Rob has led many consulting engagements and projects with global multinational companies, and he also enjoys writing and speaking on content strategy, thought leadership, and maximizing the return on marketing investments.

    An alum of Oxford University, prior to co-founding Longitude, Mitchell worked as a senior editor at the Economist Intelligence Unit, and before that, he edited sponsored reports for the Financial Times, including the Mastering Management series.

    “Data and analytics are now a critical asset for companies worldwide and SG Analytics is in a strong position to help organisations use those assets to make better decisions and drive long-term sustainable growth at a time of ongoing economic and geopolitical change,” said Mitchell.

    He further said, “I am looking forward to joining SG Analytics at a pivotal moment in its growth and in bringing my expertise in brand marketing, content and international business expansion to help accelerate the company’s impressive growth around the world.”

  • adidas celebrates Messi’s World Cup career; presents ‘The Impossible Rondo’

    adidas celebrates Messi’s World Cup career; presents ‘The Impossible Rondo’

    Mumbai: To commemorate the career of football player Lionel Messi, adidas releases “The Impossible Rondo,” the newest chapter in its “Impossible is Nothing” story, ahead of the FIFA World Cup Qatar 2022.

    Football fans worldwide will be excited to see Messi pitted against himself in the movie, complete with his haircuts, Argentina shirts, and adidas boots over 18 years and five tournaments.

    The film was created using the most recent advances in artificial intelligence and visual effects to bring the magic of Lionel Messi’s World Cup career to life. Messi’s historical and current footage were used to create different, de-aged versions of him. This was then applied to body doubles, allowing us to create Messi versus Messi, in which he prepares for the World Cup alongside versions of himself from 2006, 2010, 2014, and 2018.

    adidas will continue to celebrate its global football family throughout the tournament with iconic player moments, global social media activations, and the creation of the ‘Al Rihla Arena,’ an official adidas fan zone on-the-ground in Qatar, having already shared its “Family Reunion” film and “The Impossible Rondo” with fans.

  • GUEST ARTICLE: Why advertising industry is the best tool to fight against raging inflation?

    GUEST ARTICLE: Why advertising industry is the best tool to fight against raging inflation?

    Mumbai: Everyone is talking about inflation these days. The cost of living is rising, and people are struggling to make ends meet. In such an unstable economic climate, it’s more important than ever for businesses to stay afloat. And one of the best ways to do that is through advertising.

    Advertising helps businesses by creating demand for their products and services. It also educates consumers about what’s available on the market and how to make informed purchase decisions.

    Inflation can be a daunting challenge, but with the right advertising strategy, your business can weather the storm. Advertising plays a key role in fighting inflation by creating demand for goods and services. When people are aware of new products and services, they are more likely to purchase them, which increases demand and ultimately helps to keep prices stable.

    Advertising also helps businesses promote special sales or discounts that can help reduce the cost of goods and services.

    How does advertising help fight inflation?

    Advertising is not just a powerful tool to sell products and services; it is also an effective weapon to fight inflation. By keeping demand high and stimulating competition, advertising can help keep prices in check and prevent them from spiralling out of control.

    When inflation is high, advertising can encourage people to shop around for the best deals on items they need. This helps keep overall prices down as businesses compete for customers. Advertising can also help businesses keep their prices in check. By publicising special offers and discounts, businesses can entice customers without having to raise their prices. It can also inform consumers about special offers and discounts that may be available, helping them to save money on purchase prices.

    Advertising can also help bring new products and services to market quickly, which can help break the cycle of inflation by offering consumers more choices and driving down prices.

    Ultimately, advertising is a key part of any economy and plays an important role in keeping inflation under control. When used correctly, it can be a powerful tool for businesses and consumers alike.

    What are some examples of successful advertising campaigns that fought inflation?

    Inflation is a major problem in many countries around the world, and advertising can be an effective tool to help fight it. There are a number of successful advertising campaigns that have been used to fight inflation, and here are just a few examples:

        The “I Defy Inflation” campaign by Coca-Cola in 1974 was a very successful way to fight against rising prices. The company placed ads featuring a can of Coke with the words “I Defy Inflation” printed on them, and this helped to increase sales and combat inflationary pressures.

        Another great example is Procter & Gamble’s “P&G Cares” campaign from 1985. This campaign featured ads that showed how P&G products were helping families save money on their grocery bills. The campaign was very effective in combating inflationary pressures and helping people save money.

        A third example is Nike’s “Just Do It” campaign from 1988. This famous slogan helped inspire people to get up and take action, even in the face of adversity or tough economic times. The slogan was very effective in combating inflationary pressures and helping people stay positive during tough economic times.

    These are just a few examples of successful advertising campaigns that have been used to fight against inflation. Advertising can be a powerful tool to help combat this problem, and there are many more examples out there of companies and brands that have used it effectively.

    Conclusion

    In the current day and age, inflation is a huge problem that many countries face. Advertising can be used as a powerful tool to help fight inflation. By using advertising, businesses can increase consumer demand, which in turn will help stabilise prices.

    Additionally, advertising can help promote products and services that are new or on sale, which can encourage people to spend more money. Overall, the advertising industry is a great way to help combat inflation and should be used more often.

    The author of this article is Wing Communications CEO & founder Shiva Bhavani.

  • Social Beat appoints Pavan Ramchand as chief human resource officer

    Social Beat appoints Pavan Ramchand as chief human resource officer

    Mumbai: On Monday, Pavan Ramchand was announced as next chief human resource officer for digital marketing company Social Beat. 

    With an experience of over two decades in talent acquisition, talent management, HR shared services and compensation, Ramchand will strengthen Social Beat’s HR practices and talent acquisition initiatives. His experience and global exposure leading large multi-functional teams across APAC and EMEA will greatly strengthen Social Beat’s executive team.

    Ramchand has led a multitude of successful HR initiatives by working closely with executive teams, and moves from Syngene, a Biocon Group company. He will lead Social Beat’s initiatives to build and grow a futuristic, intellectual team of highly motivated, talented professional’s to realise its vision of ‘enabling brands rise to the impossible.’

    Known for his deep insights, flexible approach and positive attitude, Ramchand brings diverse experience of having worked in oil & gas, mining, pharma, manufacturing and IT with multinational corporations like Royal Dutch Shell, Gartner.

    Speaking on Ramchand’s appointment, Social Beat co-founder Suneil Chawla said, “We have set our sights on a progressive, people led future with significant growth driven by a highly capable, motivated team as the primary goal for our company. The immense exposure and experiential knowledge that Pavan brings to the table, will definitely play a key role in realising this goal.”

    Commenting on his new role, Ramchand said, “I am excited to join Social Beat to lead the human resources functions. Our strong, people-centric culture and value system remains at the heart of everything we do. Strengthening this culture further through progressive and forward-looking people initiatives will be the priority to drive the growth of the company to achieve our goals.”

  • Aseem Kaushik succeeds Amit Jain as L’Oréal’s new managing director for India

    Aseem Kaushik succeeds Amit Jain as L’Oréal’s new managing director for India

    Mumbai: L’Oréal announced the appointment of Aseem Kaushik as managing director for India on Monday. Kaushik took over for Amit Jain, who decided to retire at the end of the year.

    Jain will continue his association and assume the role of chairman for L’Oréal India to build on key stakeholder relationships in India.

    Since joining in June 2018 as country managing director, Jain, with 30 years of rich experience with renowned companies like ICI, Coca-Cola, Viacom, and Akzo Nobel, has held strategic leadership roles across the globe.

    During his 4.5-year tenure at L’Oréal, he doubled the growth of the company and took it to a position of strength, notably by building strong local leadership and evolving new digital capabilities to accelerate eCommerce.

    Speaking about his successor,  Jain said, “Kaushik was one of the pioneers who set up new businesses and laid the foundation for L’Oréal’s growth in India today. I am delighted to welcome him back after his assignments abroad and to hand over the reins to him. He is a born entrepreneur, and his transformative leadership will help take L’Oréal India to new heights.”

    Kaushik has been with L’Oréal for 27 years and has held many leadership positions within the group. He started his career in 1995 in the consumer products division of India, where he set up and expanded field operations. He then took on several leadership roles in the professional products division (PPD) and was instrumental in creating the modern salon industry in India and building a successful, sustainable business model with partners.

    Most recently, he led international teams in PPD; first in Asia Pacific (APAC) and then in the South Asia Pacific Middle East and North Africa (SAPMENA) zone, driving an ambitious online + offline transformation agenda for the professional hair industry of the future.

    “Jain leaves a strong legacy to follow. India is the next big frontier for the L’Oréal group, and I am looking forward to bringing the best of beauty and consumer experiences to a new connected world.  I’m excited to join a team of very talented people and keep creating a positive impact on the broader community,” said Kaushik.