ITV

Category: MAM

  • Airbnb and IndiGo partners for an ‘InterFriendtion’

    Airbnb and IndiGo partners for an ‘InterFriendtion’

    Mumbai: Airbnb and IndiGo have come together to offer three lucky individuals a dream adventure to “InterFriendtion” anywhere in India.

    Through the contest, Airbnb and IndiGo are seeking three special winners who will fly and live anywhere in India for a vacation of a lifetime with their friend.

    The winner will win an incredible $1000 each worth of Airbnb credits to book a domestic Airbnb stay of their choice and IndiGo will sponsor the return tickets for these winners and their companion to that destination! During their travel, the winners and their companions will get to travel to their bucket list destination with IndiGo and stay in some of India’s most unique Airbnbs.

    “Indians today are eager to travel and are seeking unique, meaningful and restorative experiences with their loved ones. Travelling has become a great way of spending quality time with family and friends and creating new memories at offbeat destinations and unique accommodations. Our partnership with IndiGo celebrates and caters to this demand, and we are excited to provide our guests endless possibilities to explore and reconnect with their loved ones while travelling,” said Airbnb India, Southeast Asia, Hong Kong and Taiwan general manager Amanpreet Bajaj.

    Adding to it, Indigo chief digital and information officer Neetan Chopra said, “In the hustle and bustle of life, we sometimes forget to rekindle friendships, take a break, and create new memories. IndiGo has always aspired to make the world a smaller place, by reducing the distance between people and fostering human connections. We are pleased to associate with Airbnb in a collaboration that encapsulates travel, exploration, and friendship. Through this unique partnership we aim to inspire friends to come together, experience destinations and spark new memories that will last a lifetime.”

  • GUEST ARTICLE: How do small businesses get benefited through influencer marketing?

    GUEST ARTICLE: How do small businesses get benefited through influencer marketing?

    Mumbai: Influencer marketing is not always about celebrities endorsing goods and services for big brands. In fact, the new way of marketing in the digital world is accessible to anyone, regardless of the business’ size.

    Marketing and brand promotion are major factors, even for small businesses and start-ups. One of the most effective ways to do promotion on social media is to involve influencers. Some are still sceptical about influencer marketing as they think it’s costly, or they simply don’t know where to start or where to look for the best suitable influencer. The truth is that it’s the other way around: small businesses can actually benefit a lot from influencer marketing.

    How can micro-influencers contribute?

    Micro influencers are content creators with an online community of 10,000 to 100,000 followers. Their follower count might seem inadequate compared to celebrity influencers, but the dedicated social following of micro-influencers has proved to be quite effective, mainly for small businesses. Micro-influencers have a more active and focused audience. Promoting your brand or business with the suitable micro-influencer will provide adequate visibility and help improve business.

    1. Micro-influencers are the right choice for promoting small-scale businesses, as they are more effective than celebrity influencers.

    2. Micro-influencer campaigns are cost effective and easy to start or handle.

    3. They have a strong and focused niche audience, hence, the brand gets relevant social interactions.

    Why should small businesses partner with influencers?

    There are many reasons for start-ups to stake their claim in the creator economy. From increasing profits to accelerating brand awareness, the possibilities are endless.

    Make your brand stand-out and share your story

    It doesn’t matter if you have a lot of competition or lack proper brand awareness, social media influencers can help a lot in introducing your brand or business to the market and explaining the benefits of doing business with you.

    Influencers are excellent storytellers, that’s why people love their content. They can use the same storytelling skills to promote your business in a meaningful manner. People are able to retain more data when they receive it through stories. Influencers are the best option to share your brand story and make you stand-out among your competitors.

    Return on marketing investment

    Spending money on marketing and not acquiring increased sales is a hard time for every marketer and company. Influencer marketing, on the other hand, is a proven and effective strategy to reap the benefits of a return on marketing investment.

    When you are a small business, you lack the budget to try out different marketing strategies. Hence, trying a strategy (influencer marketing) that is already proven gives you a substantial return. It’s a worth trying strategy for small businesses when there is a promised return on marketing investment, or ROI.

    Brand Authenticity

    Brand authenticity is the kind of trust every business desires. For small businesses, it takes time to build trust. The best way to track trust-building is to ensure that your customers see your brand or business as authentic. Choosing any influencer isn’t enough. Partnering with the right influencer who aligns with your business niche will only make the brand authentic.

    People will no longer trust the influencer or brand if the endorsement seems inauthentic. Proper influencer marketing can help build third-party credibility and trust with an audience looking for resources from your market.

    Visible and Cut Through the Noise

    Traditional ads have become annoying for digital natives. That’s the reason most users block ads. Ad blocking makes surfing easier and more comfortable, but it’s not so comfortable for advertisers. Even if a consumer or user is interested in your product, they might never get to see the ad just because their ad blocker kicked it out or they are overloaded with content.

    Influencer marketing comes into play in this scenario. If the user sees an influencer they like promoting your product, they will definitely watch it. Social media is run by the opinions of its network, which includes influencers. So if you choose an influencer who loves your product, their customers will know that the product is worth checking out. When influencers share your brand story, their network of followers will get familiar with your business, and the more their content engages, the greater your customer acquisition.

    Influencer marketing is affordable, effective, and, moreover, worth the investment. You are bound to find impactful brand ambassadors and spokespersons when you start doing purposeful influencer research online.

    The author of this article is My Haul Store founder & CEO Abhishek Vyas.

  • Auretics gives PR duties to Sakshar Media

    Auretics gives PR duties to Sakshar Media

    Mumbai: Online retail platform Auretics has given its public relations duties to Sakshar Media. The agency won the account in a multi-agency pitch.

    The partnership aims at increasing brand awareness and media visibility for Auretics.

    Commenting on the association, Auretics Limited CEO Arjun Gupta said, “While Auretics is India’s largest online retail platform, our aim is to further establish the Auretics brand in India. We believe Sakshar Media’s diverse experience in PR and deep understanding of the retail industry make them a perfect partner to drive our communications with. We’re excited to onboard them as a core partner and work closely with them to build our brand.”

    Expressing his thoughts on winning the account, Sakshar Media founder and director Puneet Kumar Kanojia commented, “We are incredibly excited for the opportunity to collaboratively work with a credible, trusted, and largest online retail platform. We aim to execute creative, impactful, disruptive, and seamlessly driven PR campaigns that would bring maximum ROI for the brand in India. We hope to redefine the landscape for the brand with our initiatives and help Auretics accomplish their desired outputs.”

  • Weekend Unwind with: BBH ECD Priya Gurnani

    Weekend Unwind with: BBH ECD Priya Gurnani

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind — a series of informal chats that peek into the minds of corporate executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, BBH India’s recently elevated executive creative director Priya Gurnani poured out her thoughts.

    With over 15 years of experience, Gurnani specialises in building creative communication that is at the intersection of brands, culture, and consumer behavior. In the past, she has worked with Ogilvy, Leo Burnett, McCann Worldwide, and Contract Advertising.

    In her advertising career, Gurnani has created culture-defining work for brands like Stayfree, Yatra.com, Heineken, Kingfisher Ultra, Amstel, and Zee5. Most recently, she conceptualised and wrote the lyrics to a rap song for Zing’s “Apni Vibe Apni Tribe” campaign. In 2009, she was amongst the winners of the Cannes Young Lions.

    So, without further ado, here it goes…

    ·         Your mantra for life

    To have fun while pursuing my dreams. Because if you aren’t enjoying what you are doing, you are just wasting your precious time.

    ·         A book you are currently reading / plan to read

    I love to read new perspectives on humankind and human psychology. Currently reading “Homo Deus” by Yuval Noah Harari.

    ·         Your fitness mantra, especially during the pandemic

    Strong believer of “Yoga se hi hoga.” Post-covid I had a really tough time coming to a complete recovery. Yoga is what healed me and kept me going through the difficult health issues.

    ·         Your comfort food

    Anything that my mum cooks.

    ·         When the chips are down a quote/philosophy that keeps you going

    In an actors’ round table, Tom Hanks mentioned how he always reminds himself, “This too shall pass.” This phrase, he said, is particularly important when you are at the peak of success, as it helps keep you grounded. I keep these words close by in good times and bad.

    ·         Your guilty pleasure

    Watching mindless reality TV, especially “The Real Housewives of Beverly Hills.”

    ·         When was the last time you tried something new?

    Last week. I love experimenting with food. Bought these Chinese glass noodles to try.

    ·         A life lesson you learnt the hard way

    I am not that important in the bigger scheme of things, and the world doesn’t revolve around me.

    ·         What gets you excited about life?

    Travelling to different countries and experiencing new cultures and cuisines really fills my happiness cup.

    ·         What’s on top of your bucket list?

    Travel to New York and watch Broadway.

    ·         If you could give one piece of advice to your younger self, what would it be?

    Why so serious? Live a little.

    ·         One thing you would most like to change about the world

    I propose “Free movement for all.” I want a world without borders, or passports, to be precise. A world where there are no immigrants and refugees, just people migrating at will like birds.

     ·         An activity that keeps you motivated / charged during tough times

    Painting has seen me through my highs and lows. I am no M. F. Hussain, but expressing my artistic self without judgement and freely is very liberating.

     ·         What lifts your spirits when life gets you down?

    It changes from time to time. Sometimes it’s cooking, sometimes taking a dance class, at times listening to Badshah’s songs, and sometimes just chit-chatting with a friend about a show we both watch.

    ·         Your go-to stress buster

    I can always bank on a good workout to bust that stress.

  • Byju’s ropes in Lionel Messi as global brand ambassador

    Byju’s ropes in Lionel Messi as global brand ambassador

    Mumbai: Byju’s has roped in global sports icon Lionel Messi as the first global brand ambassador. The football player will be the face of its social impact arm, ‘Education For All.”

    Messi, who plays for Paris Saint-Germain and captains the Argentinian football team, has signed an agreement with Byju’s to promote the cause of equitable education. The long-term engagement will see him featured in campaigns promoting the initiative.

    This association with one of the world’s most popular sportspersons is in sync with Byju’s expanding global footprint and its commitment to make education accessible, equitable, and affordable for all.

    Football has roughly 3.5 billion fans worldwide, and Lionel Messi has a social media following of nearly 450 million. Byju’s sees Lionel Messi as “the greatest learner of all time,” whose passion for continuous learning has redefined the meaning of what is possible in football.

    Byju’s believes Messi will be an ideal mentor for hundreds of millions of young people around the world through his unwavering work ethic, study of the game, and love for learning.

    Commenting on this partnership, Byju’s co-founder Divya Gokulnath said, “We are honoured and excited to collaborate with Lionel Messi as our global ambassador. He is a once-in-a-generation talent whose pursuit of excellence, all-in mentality, humility, and reliability resonate deeply with Byju’s brand values. He rose from the grassroots to become one of the most successful sports figures ever. That is the kind of opportunity that Byju’s “Education For All” wants to create for the nearly 5.5 million children it currently empowers. No one represents the power of enhancing human potential more than Lionel Messi. It is not really surprising that the greatest player of all time is also the greatest learner of all time. I am sure this partnership will inspire millions of people around the world to dream bigger and learn better. As football fans know, with Messi on your side, anything is possible.” 

    Lionel Messi too expressed confidence that his partnership with Byju’s “Education For All” will inspire young learners across the world. He said, “I chose to partner with Byju’s because their mission to make everyone fall in love with learning perfectly aligns with my values. High-quality education changes lives, and Byju’s has transformed the career paths of millions of students worldwide. I hope to inspire young learners to reach and remain at the top.”

  • Omnicom Media Group India bags integrated media mandate for Electrolux

    Omnicom Media Group India bags integrated media mandate for Electrolux

    Mumbai: Omnicom Media Group (OMG) India has been appointed to manage the integrated media mandate for Electrolux to strengthen their footprint in the country. The directive will involve creating end-to-end media solutions for the business and accelerating its growth journey in the market.

    Leveraging the agency’s analytics and insight-driven tools, the Swedish powerhouse is set to make waves with its range of premium products in the Indian market.

    Electrolux has shaped living for the better for more than 100 years with its elegant Scandinavian design coupled with innovative technology across a range of care, taste, and well-being appliances.

    The brand has ambitious growth targets in India, complemented by its cohesive omnichannel approach and optimism for sustainable and better living experiences for its customers.

    Electrolux’s sustainable product portfolio is designed to meet the dynamic demands of modern consumers and includes air purifiers, air conditioners, washing machines, vacuum cleaners, refrigerators, dishwashers, dryers, coffee machines, warming drawers, cooker hoods, hobs, and ovens.

    Team OMG is excited to help Electrolux scale to new heights by drawing on its talent, strategic capabilities, and data-driven approach as the brand ramps up its proposition and presence in India to achieve sustainable growth.

  • Wunderman Thompson reveals world’s most inspiring brands for 2022

    Wunderman Thompson reveals world’s most inspiring brands for 2022

    Mumbai: On Friday, Wunderman Thompson revealed that Google, Apple, Samsung, and Amazon are the most inspiring brands in the world.

    Wunderman Thompson’s proprietary diagnostic tool, “Inspire Score: Top 100 2022,” proves that inspiring brands are able to grow their market share more quickly and charge a higher premium for their products and services than their competitors.

    Wunderman Thompson’s Inspire Score is a proprietary diagnostic tool that measures a brand’s inspiration status and uncovers the brand attributes that fuel business growth through their ability to inspire people.

    As per the report, Google once again takes the top spot as the most inspiring brand in the world today, while Apple, Samsung, and Amazon remain in the top four for the second year running, cementing their position as powerful inspiration engines thanks to their ability to place themselves at the centre of people’s lives — and stay there.

    Colgate has taken the fifth spot for 2022 as they strive to reimagine a healthier future for all people, their pets, and our planet.

    Commenting on the report, Wunderman Thompson global chief executive officer Mel Edwards said, “As the world’s foremost researcher on inspiration, we have again proven that there is a strong correlation between inspiration and brand growth. The Inspire Score demonstrates how inspiring brands can drive growth in market share and command a price premium, which is increasingly important in the face of these changing economic conditions. The brands at the top of our list have shifted with the zeitgeist and placed themselves at the centre of people’s lives, perfectly positioning themselves to take advantage of inspiration as a powerful lever for growth.”

    “This year’s Inspire Score has taught us that a brand’s inspiration status and, therefore, propensity to grow, is highly dynamic. As the focus of people’s lives changes, so may the things that inspire them. Google, Apple, Samsung, and Amazon have once again scored highly given their ability to elevate consumers, make them feel like they’re making a popular, exciting choice, and motivate them to accomplish their goals, but 30 per cent of the Top 100 Most Inspiring Brands in the World for 2022 were not in the Top 100 last year. This reminds us that there is everything to play for when it comes to inspiration—these are metrics that brands can impact, thereby moving the needle on growth,” added Wunderman Thompson global chief strategy officer Neil Dawson.

    Other key insights from the study include:

        There have been strong gains for mobility brands such as Tesla and Uber as the world has opened up again post-covid, with a large number of automotive brands also featuring in the top 100.

        Social media brands have also seen gains, showcasing their role in animating people’s lives and social interactions, both physical and virtual. The inspiring power of brands such as Instagram and WhatsApp also continues to grow, with TikTok making the top 100 for the first time this year.

        Streaming brands continue to inspire, too. Netflix is now in the top 20, and Disney+ is a new entrant in the top 100, out-inspiring even its master brand.

        Impulse brands have done well, perhaps because life is becoming a bit more spontaneous again, and beer, spirits, and treats have all risen.

    The Inspire Score: Top 100 was first launched in 2020 as part of Wunderman Thompson’s global brand study, Inspiring Growth, the world’s largest ongoing research project into inspiration. This chapter explores why brands need to be inspirational, how inspiration drives growth, and what brands can do to inspire their customers. Meanwhile, the annual list of the Top 100 Most Inspiring Brands in the World tracks and analyses the brands that are best at inspiring their customers, revealing how inspiration affects a brand’s ability to drive growth in market share and command a price premium.

  • Nourish brings Shetty sisters for its new TVC ‘#SehatKiSunoNourishHiChuno’

    Nourish brings Shetty sisters for its new TVC ‘#SehatKiSunoNourishHiChuno’

    Mumbai: In a recently launched television commercial, “#SehatKiSunoNourishHiChuno” from Nourish, fitness icon and Bollywood actor Shilpa Shetty (aka Munki) is seen advising her on-screen and off-screen sister, Shamita Shetty (aka Tunki), on the benefits of consuming only unpolished pulses.

    Conceptualised by Leads Brand Connect, the commercial reinforces the importance of choosing the healthiest and most nutritious range of unpolished pulses. The ad intends to showcase the reasons and importance of eating unpolished pulses in comparison to polished pulses.

    In the opening scene of the ad, Shamita, dressed as a detective, is trying to look for the polished pulses from the dal box kept in the kitchen, to which Shilpa comments that she will not find any polished seed in the box as they consume Nourish pulses, which are 100 per cent unpolished, hygienic, and healthy. In the second scene, Shilpa advocates that Nourish pulses are nutritious and have high levels of protein. Being vacuum-packed and zip-locked, the freshness and hygiene of the pulses are maintained. Closing in on the lines

    #SehatKiSunoNourishHiChuno, Munki puts an end to Tunki’s struggle to find polished dal in Nourish’s unpolished dal and tells her to be smart and make the right choice for her health.

    “My staple lunch is always dal, chawal, and roti. I prefer food that is unpolished, high in fiber, and protein-enriched. What I like about Nourish is that its pulses are unpolished; it’s not about how it looks but what it does,” says Nourish’s brand ambassador Shilpa Shetty.

    Speaking on the latest ad, BL Agro managing director Ashish Khandelwal commented, “We have always believed in offering nutrition and healthy foods to our customers. Through this ad, we intend to further highlight our uniqueness in packaging the unpolished pulses to keep their freshness intact.”

    Leads Brand Connect managing director Richa Khandelwal added, “The ad takes a more quirky approach by showcasing Shilpa Shetty as the nutrition champion while Tunki (Shamita) is slightly jealous of the fact that Munki (Shilpa) is always right. We wanted to create an ad that can keep the viewers engaged to know what exactly Shamita is up to and then highlight the benefits of Nourish.”

    With the release of this ad, BL Agro is running a contest called #NourishTunkiMunki on all its social media handles. The company intends to engage existing and prospective customers through this contest, where winners are chosen on a daily basis. The questions of the contest revolve around nutrition and food.

    “The best part of the contest is that there will be not one but 100 winners every day. This will keep the excitement and engagement levels high as the chances of winning the Nourish hampers as gifts are higher,” adds Richa.

    The hashtags of the contest are “#SehatKiSunoNourishHiChuno” and “#NourishTunkiMunki,” and the tag is @worldofnourish.

  • GUEST ARTICLE: Crisis communication: Planning for the worst; hoping for the best

    GUEST ARTICLE: Crisis communication: Planning for the worst; hoping for the best

    Mumbai: Few situations test an organisation’s reputation as brutally as a crisis. Corporations and crises go hand-in-hand. Whether the effect is instant or sustained over a period of time, a crisis affects stakeholders both inside and outside the organisation. Customers grow anxious. Employees get nervous. Management gets interrogated. Shareholders get impatient. Competitors sense an opportunity. The media increases scrutiny. The pressure is high, and the stakes are higher. It is in critical times like these that organisations should be able to seamlessly switch from their current marketing communication to hard-core crisis communication.

    On any given day, organisations pay utmost care, attention, and tact to build their brand image. But, when a catastrophe hits, crisis communication becomes the lifeblood of the brand, ensuring that the reputation and image of the organisation are maintained. From a communications standpoint, a crisis attracts public scrutiny, threatening the brand’s ability to conduct business. Preparation and sound judgement become critical for survival.

    In today’s time, real-world catastrophes play out on all media and all platforms second-by-second, requiring prompt crisis communication. A crisis invites negative media mentions across the board: press, social media, TV, and radio. Hence, the response has to be multichannel. People want news and information in a crisis. During such times, if information is unavailable or inconsistent, people feel unsure about what they know or hear and are on the lookout for a credible and transparent message to guide them towards a positive future.

    But they usually don’t navigate directly to the organisation’s website for news and information; rather, they actively search and scan through multiple sources. Brands should be cognizant of this and ensure that they are serving this need. All marketing budgets and all focus should be shifted to relevant crisis communications and content so that all dangers of fake information are thwarted and damages are limited. In such scenarios, an empathetic ear is what is required.

    Showing empathy during a crisis is crucial. One of the more debated tenets of crisis communication is that someone involved in a crisis must be prepared to empathise and even publicly apologise for the events that have transpired. Taking responsibility means communicating what an organisation is doing to remedy a situation that the media and the public are holding the organisation accountable for. People want to hear from the brand, but more importantly, they want to be heard and shown that their feedback is taken into consideration. In addition to this, something tangible needs to be done to help people. Brands need to be able to walk the talk. Consumers tend to remember the brands that have helped them through rough times. This increases brand stickiness when the bad phase passes.

    Additionally, brand communication should always have a transparent and authentic tone. Hollow promises do more harm than doing nothing. While brands have plenty at stake during a crisis, communication with sincerity and not promotion tugs at people’s hearts.

    Crisis communication is designed in a way to keep people safe, help them adjust, and cope emotionally. In a crisis, people’s information needs to evolve. So should a good communicator’s messaging. Different forms of information can help listeners feel secure and connect to a deeper sense of purpose and stability. Brands should send out simple messages—a lot of messages—through all communication channels, including in-app messages, video messages, podcasts, broadcast, print, social media, or any other media, to sort out the chaos for all. Keeping crisis communication simple and easy-to-consume for everyone will ensure acceptance. As with all communication, messages in times of crisis should have a clear objective and be relevant and tailored to the target audience.

    Also, in times of crisis and change, highlighting an organisation’s competency is important. Stakeholders need to be reminded that all unprecedented situations will be handled meticulously. Crisis communications should be share-worthy and something to remember in the times to come. In addition, word-of-mouth helps spread a brand’s message and reach a wider audience. Colleagues should be encouraged to share the message internally and externally wherever relevant.

    Crisis communication is an art. With a sound strategy, it is capable of navigating the organisation smoothly through choppy waters. In times like these, the best way is to communicate, communicate, communicate.

    The author of this article is PayNearby chief marketing officer Jayatri Dasgupta.

  • Zenith India wins the digital media mandate for LG Electronics

    Zenith India wins the digital media mandate for LG Electronics

    Mumbai: Zenith, the media agency under Publicis Groupe India, has won the digital media mandate for one of the largest electronics brands, LG Electronics. Zenith won this business in an intense and competitive multi-agency pitch process which saw leading groups participate.

    Zenith’s differentiated and integrated planning approach stood out among competitors making it the natural, first choice for the brand. As per the mandate, the agency will handle end-to-end digital AOR mandate for LG, including D2C performance marketing, digital branding and marketplace commerce.

    The scope of work will focus on full-funnel delivery using multi-channel tools, tech prowess and integrated workflow management furthermore strengthening LG’s digital media presence in the Indian market.

    Speaking on the win, Zenith India CEO Jai Lala said, “We are delighted to be partnering with LG Electronics, one of the largest electronics brands worldwide and one which needs no introduction. Zenith through its strong ROI proposition and exceptional expertise in digital marketing will fortify LG’s digital media presence in India. Through our strong data and tech capabilities, we look forward to unlocking new opportunities for the brand and contributing to its expansion in India.”

    LG Electronics India corporate marketing leader Tahir Saify Hakeem said, “It was a comprehensive pitch process and Zenith’s unique ROI approach to drive business outcomes was very impressive. We as a brand are always looking for innovative, differentiated and fresh ideas that match our working style and product proposition and we are confident that the agency through its dynamic and strong media capabilities will help us maximise the consumer journey and aid in business growth.”