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Category: MAM

  • Cadbury introduces Madbury 3.0, a campaign innovated by its consumers

    Cadbury introduces Madbury 3.0, a campaign innovated by its consumers

    Mumbai: Under the Madbury campaign, Mondelez India has introduced two new limited-edition flavours created by the consumers.

    After winning consumer hearts throughout the country during the last two editions in 2021, the brand was on the look-out for the most unique combinations with Cadbury Dairy Milk that represented “Meethin Yaadon Se Bani Yeh Cadbury.” The brand has selected two winning flavours, ‘Crispy Rabdi’ and ‘Crunchy Cola,’ after rigorous consumer testing.

    The launch of the winning flavours will be amplified through digital films, outdoor and print.

    The campaign secured over 3.2 million entries from consumers from over 5,000 locations across the country. The participants were allowed to choose from 100 ingredients across eight categories, and crispy rabdi, biscuit tea, crunchy cola, tiramisu, and banoffee were just some of the delectable combinations tested before announcing the winning flavours.

    ‘Crispy Rabdi’ is a perfect blend of authentic rabdi flavour with crispy butterscotch nuts, and ‘Crunchy Cola’ is a fizzy cola flavour with crunchy Cadbury Gems, created by Omkar Madhav Awate from Pune and Mughda Satish Kulkarni from Ahmednagar, respectively, made the cut from millions of entries.

    Speaking of this democratic campaign, Mondelez India vice president – marketing Anil Viswanathan said, “At Mondelez India, we believe there is an innovator hidden inside every Indian, and with each edition of the Madbury campaign, we aim to shine a spotlight on such unique creations and the nation’s increasing appetite for experimentation. As a brand that is constantly on the look-out for new ways to engage with our consumers, “Meethin Yaadon Se Bani Yeh Cadbury” has proven to be the perfect gateway of innovation powered by nostalgic memories and a way to truly be a part of the Cadbury Dairy Milk family. A campaign ‘of the people, by the people and for the people’, Madbury will continue to provide consumers the opportunity to create a Cadbury chocolate that will satiate the diverse snacking palate of the nation. We are thrilled with the love the campaign has received since its inception, and we look forward to building a deeper bond with our consumers.”

  • Siemens Digital Industries Software elevates Mathew Thomas as country manager & MD for India

    Siemens Digital Industries Software elevates Mathew Thomas as country manager & MD for India

    Mumbai: Siemens Digital Industries Software on Thursday announced the appointment of Mathew Thomas as the new country manager and managing director for India. Mathew succeeds Suprakash Chaudhuri, effective immediately.

    Bringing 30 years of industry experience to the role, Mathew and his team aim to drive profitable growth through customer success and by nurturing a high-performance organisation. Previously, Mathew served as the head of sales for the software and hardware business for four years, where he played an instrumental role in helping the India business witness significant year-on-year growth.

    “I am delighted to welcome Mathew as the country manager and managing director for India. His strong experience in business will help Siemens continue to develop solid relationships with our customers in the region, assist them in making the switch to a software-driven manufacturing strategy and open up fresh prospects for the market,” said Siemens Digital Industries Software senior vice president & managing director Asia Pacific Bas Kuper.

    Commenting on his appointment, Mathew said, “I am excited about the new role and thrilled to be a part of the Siemens digital transformation journey. I look forward to helping strengthen our client and ecosystem relationships in India that support our growth ambitions in this region.”

    Prior to joining Siemens Digital Industries Software, Mathew worked at Ernst & Young (EY), where he was part of the digital & technology advisory leadership team and helped to build and grow the technology business in India. Mathew also served as vice president-strategic industries with SAP, where he was responsible for building and growing the strategic industries unit. At Oracle, he worked as senior director of applications channels, driving growth for Oracle’s applications business. He has also worked at Wipro , Tata & Godrej in the early part of his career.

  • Wunderman Thompson India ropes in Rakesh Varma & Abhay Godbole, bolsters its Mumbai leadership team

    Wunderman Thompson India ropes in Rakesh Varma & Abhay Godbole, bolsters its Mumbai leadership team

    Mumbai: Wunderman Thompson India has announced the appointment of two senior hires for its Mumbai office. Rakesh Varma has joined as vice president & executive business director, and Abhay Godbole as vice president & client service director.

    Both Rakesh and Abhay will report to Wunderman Thompson Mumbai managing partner Anurag Tandon.

    Rakesh has over 15 years of advertising experience, having worked on a wide range of brands, with a particular fondness for automobiles and auto accessories, with brands like Volkswagen, TVS Motorcycles, Ashok Leyland & Gulf Oil. He has been associated with leading brands like Hotstar, Radio City, FBB, Gelusil & Tata AIA, amongst others. He has in-depth understanding and experience in brand strategy, campaign planning, and leading integrated marketing efforts.

    Having previously worked with Wunderman Thompson Mumbai, Abhay Godbole returns to the agency for a second innings. During his previous stint with the agency, Abhay was instrumental in leading the much lauded “Mutual Funds Sahi Hai” for AMFI. He has close to two decades of experience in marketing communications, working across categories like FMCG, automobiles, and BFSI. Passionate about advertising and creativity, Abhay believes any marketing challenge can be addressed through compelling creative solutions.

    Commenting on the new appointments, Wunderman Thompson Mumbai managing partner Anurag Tandon said, “As we continue to diversify our client roster and grow our talent base, it is critical for us to have the right hands on deck. Rakesh and Abhay bring with them extensive experience and domain knowledge that will propel us to drive growth in key industry domains and deliver the best outcomes for our clients. Both our senior hires have an impressive track record of building strong consumer brands, and I am looking forward to scaling new heights with our client partners.”

    On taking up his new role at Wunderman Thompson, India, Rakesh Varma, commented, “At Wunderman Thompson, we’re building a future that’s as exciting as its legacy. And I consider myself extremely fortunate to be a part of this transformation. With its diverse brand portfolio, integrated service approach, and promising growth vision, WT is all set to thrive. I’m looking forward to nurturing some of the long-standing client relationships and creating new ones.”

    Abhay Godbole added, “I am delighted to be back at Wunderman Thompson, one of India’s finest agencies that has nurtured and built multiple brands in the country. Wunderman Thompson is in a unique position to create the agency of the future; an agency that is capable of delivering the best of both mainline and data-led digital communications. I look forward to being a part of this exciting and transformational journey.”

  • PhonePe unveils new brand campaign on motor insurance renewals

    PhonePe unveils new brand campaign on motor insurance renewals

    Mumbai: PhonePe has launched an integrated multi-media brand campaign focused on tension-free motor insurance renewals. The campaign drives awareness around the benefits of renewing motor insurance tension-free on PhonePe.

    The campaign was designed by The Script Room agency and is produced by Zig Zag. It highlights real, everyday problems that consumers face with sales pitches that have now become an unpleasant purchase experience.

    It is a pan-India campaign that will be launched in a phase-wise manner with eight ad films in total.

    Focused on category creation and driving consideration for motor insurance renewals on the PhonePe platform, this campaign inspires consumers to question the way bike and car insurance are traditionally sold to them. It uses creatives specially crafted for Hindi-speaking audiences in the north markets, starring Aamir Khan and Alia Bhatt, while for the south markets of Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, and Telangana, the campaign features Dulquer Salmaan.

    The light-hearted series of films highlights how, with PhonePe, consumers don’t have to settle for unwanted sales calls, unnecessary add-ons, and other limited options. Both bike and car insurance products on the platform come with a wide range of options that empower consumers to choose the best price.

    It also gives potential buyers the power to choose any add-ons rather than setting them as defaults. Once done, the insurance is renewed instantly, does not need an in-person inspection, and is available at affordable prices. This conscious brand stance makes the purchase experience simple, easy, and tension-free while also setting PhonePe apart in this category.

    Speaking on the launch of this new brand campaign, PhonePe director of brand marketing Ramesh Srinivasan said, “Based on our recent consumer research, we have been able to identify some of the current challenges in the insurance industry. The results highlight a general discontent from a consumer point of view with unwanted sales calls or unnecessary add-ons. We have built our latest motor insurance campaign sharply on these consumer insights to invest in our audience’s needs. At PhonePe, we have eliminated the problem of consumers facing unsolicited sales calls, thereby keeping up the product promise of ‘tension-free insurance’ on the platform. We have also continued with our brand approach of driving localised connect with our audiences with not one but two separate campaigns for the north and south Indian markets with a full 360 media mix.”

  • Ad spend to remain bullish this festive season

    Ad spend to remain bullish this festive season

    Mumbai: After two Covid-impacted years, the mood among consumers and advertisers for the festive season is a lot better. Media agencies expect a decent uptick in ad spends.

    The overall sentiment is positive. iProspect India executive vice president Kaushik Chakraborty explains, “Unlike the last two years, this festive season will be far more exciting. We can expect brands to encash on the positive sentiment. While media spends will be primarily driven by TV and digital, print and OOH spends will also grow,” he tells Indiantelevision.com.

    He explains further that there has been a robust growth in ad spends during festive seasons in the last three years. “In 2021, the growth was more than 20 per cent as compared to the previous year. Although the inflationary pressure will impact overall consumer sentiments, we can expect a 10 per cent plus growth in media spend this festive season.”

    The key categories that will witness a strong push in demand are e-commerce, automobiles, e-wallets, BFSI, and retail.

    “Normally, festivities contribute around 40 per cent of AdEx. A similar trend will continue this year. The bulk of the spending will happen till Diwali, and post that, advertisers will rationalise spending,” he says.

    When asked about the impact of startups being under pressure to conserve cash, he points out that startups contribute less than 13 per cent of overall AdEx. “Traditional advertising players will contribute during the festive seasons, while seasonal advertisers will continue their spending.”

    IPG Mediabrands chief investment officer Hema Malik says that ad spend growth will be 10-15 per cent. Print, radio, cinema and out-to-home (OOH) are bouncing back. She expects the print media’s festive season ad spend growth to be over 50 per cent. “This will be the first festive season in three years without restrictions. The festive season will be celebrated in full-swing on-ground. Earlier, there were issues with masks, fewer places to visit and timings. The market should see a good pick-up currently.”

    However, Malik highlights that television ad spends during the festive season will be flat due to the Indian Premier League (IPL) that happened last year. The annual advertising budget was diverted to IPL promotions. Also, the upcoming Twenty20 World Cup in Australia will take place after Diwali, which is an appropriate time and cooling-off period for advertisers. Hopefully, things will pick up in the advertising market and advertisers will likely increase their spending.

    “Companies discontinue campaigns after Diwali and take a break. There will also be a struggle due to the disappointing IPL viewership recently and also the mediocre performance of India in the Asia Cup. It will be difficult to watch the Twenty20 World Cup on television. The challenge for television is that viewership has been steadily declining. The numbers are unexplainable. It is becoming a deterrent to price revisions. This has been a perennial issue for a couple of months now,” Malik tells Indiantelevision.com.

    Elucidating further on the startup situation, she says, “Startups are facing a slowdown that is another challenge for television and digital media. Big sports properties will come under pressure. Other categories will fill up the gap, and selling inventory will not be an issue. The issue is whether those companies would be willing to spend as much as startups who have a target reach.”

    Filling up inventory is never an issue for television, Malik explains further. It is yield maximisation that will be the challenge. The startup issue will also have an impact digitally. “The dampener is the startups and new-age companies that are under a slowdown this year. That is impacting the advertising mood and AdEx growth, she adds.

    She adds that a few categories are firing, but not all. She expects categories like confectionery, paint, and jewellery to do well. “They will come back in full force. Retail is expanding into more areas. E-commerce will also be there,” she concludes.

  • Global e-commerce to make up 19% of retail sales in 2022, to grow upto 25% by 2027: GroupM report

    Global e-commerce to make up 19% of retail sales in 2022, to grow upto 25% by 2027: GroupM report

    Mumbai: Today, e-commerce, after a surge of investment and adoption during the pandemic, is finding its place in a world where in-person activities are resuming. GroupM has released its e-commerce and retail media forecast that details the socioeconomic factors contributing to the state of this space. According to the study, the e-commerce industry will generate $101 billion in annual revenue this year, a 15 per cent increase over 2021. This, even as pandemic-related lockdowns in China and supply chain bottlenecks there and in war-torn Ukraine have contributed to a drag on growth in the first half of 2022.

    The report has been penned down by GroupM’s global director of business intelligence Kate Scott-Dawkins. The study estimates global e-commerce to make up 19 per cent of global retail sales in 2022, growing to 25 per cent by 2027. Global retail media is likely to reach $101 billion in 2022 and will surpass $160 billion in annual revenue in five years’ time. In 2021, retail media ad revenue represented 18 per cent of global digital advertising revenue and 11 per cent of total global ad revenue.

    According to the report, 20 of the top global e-commerce companies accounted for 67 per cent of e-commerce sales in 2021. Global e-commerce sales of $5.4 trillion are estimated for this year. Of this figure, China and the US alone is expected to make up 52 per cent. Nearly 61 per cent of the total, $3.3 trillion, can be attributed to only seven markets: the US, China, Japan, Germany, the UK, Canada and Australia.

    The top countries’ e-commerce figures are China – with an estimated e-commerce market growth in 2022 of 5.6 per cent, slower than last year’s growth of 10 per cent; and the US, with an estimated e-commerce market growth in 2022 of 25 per cent. Among the major global markets highlighted in this report, only three are forecast to see 10 per cent or lower e-commerce penetration in 2022: Australia, Japan, and Canada.

    By 2027, the report estimates e-commerce sales will reach $9.1 trillion. This figure includes sales of autos and auto-parts, as well as gasoline, but excludes food services or catering sales to produce like-for-like comparisons across all tracked markets.

    There is no doubt that the pandemic lifted the fortunes of any e-commerce retailer already established or ready to invest in becoming established during the first year of the pandemic. Unsurprisingly, Chinese retailers make up three of the top five retailers by global e-commerce gross merchandise value (GMV), with Amazon and eBay rounding out the other two spots (though Shopify would replace eBay at number five if included). Alibaba is the undisputed leader, with more than double the e-commerce GMV of Amazon. Alibaba has dominated the mobile commerce and payments ecosystem with Alipay (along with Tencent competitor WeChat), and certainly benefited from heavy adoption of mobile shopping during the COVID-19 outbreaks in China in 2020 and the spring of 2022.

    Concurrently, global advertising revenue increased by 24 per cent in 2021, which is even more remarkable given that the figure in 2020 was only a two per cent decrease.

    Read the full report here.

  • Carat India wins integrated media mandate for TimesPro

    Carat India wins integrated media mandate for TimesPro

    Mumbai: Dentsu India’s media agency Carat has won the media mandate for TimesPro. The account was won following a multi-agency pitch and will be serviced from the agency’s Mumbai office.

    As per the mandate, the agency will manage the omnichannel media services for TimesPro.

    Speaking on the win, Carat India CEO Anita Kotwani said, “We are pleased to win the media business for TimePro. Carat is committed to creating meaningful end-to-end media solutions through data-driven marketing and to further accelerating the brand’s growth journey. As a team, we are excited to get this opportunity to work with a brand that is aiding every professional’s career aspiration!”

    TimesPro head of brand marketing & communications Gaurav Barjatya commented, “We are delighted to be working with Carat India. It’s an agency that’s responsive and nimble to the business demands of today, which span a variety of traditional and new-age media. We look forward to collaborating with them as we grow and take our H.EdTech offering to millions of learners nationwide.”

    TimesPro is an award-winning higher education technology initiative of the Times of India Group.

  • Thought Blurb Communications elevates Renu Somani to national creative director

    Thought Blurb Communications elevates Renu Somani to national creative director

    Mumbai: Thought Blurb Communications, a full-service advertising and design agency helmed by Vinod Kunj, has announced the elevation of Renu Somani to national creative director. After steadily guiding the direction of the creative product of Thought Blurb Communications for the last ten years, Somani will now take over as the creative head at the agency from being the executive creative director.

    Renu holds more than 18 years of experience with creative departments of advertising agencies like Ambience Publicis, McCann Erickson and Saatchi & Saatchi and has worked for brands like Parachute Hair Oil, Savlon Soap, and ICICI Home Loans. At Thought Blurb, she has led creative communications for brands like Parle-G, Parle Marie, Parle 20-20, Vero Moda, Reliance Digital, Radio Mirchi, and Viacom 18, to name a few.

    Renu began her career as an art director before switching seamlessly into her role as a writer after joining Thought Blurb. She brings her combined talents in art, copy, scripting, and audio-visual media to bear on a 360-degree execution in traditional, electronic, and digital media. Renu now takes charge of managing the creative products of the company that has a presence in Mumbai and Kochi. She will be overseeing a diverse team of creative talent in these cities, helping in the development of brands across the country and also in planning the creative strategy for new clients here.

    Speaking on her new role, Renu Somani stated, “I have a degree in art, but writing comes as naturally to me as breathing. I believe I paint stories with my words. The creative industry is shape-shifting and each day a new avatar is being created. My mandate will be to give shape and voice and texture and personality to the avatar that we at Thought Blurb would like to give ourselves. We are known to nurture great talent, and I’d like to build on that tradition and get the team to come up with ideas that reflect the zeitgeist of the times.”

    Speaking about the appointment, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “Renu is an extremely instinctive and creative person. She can pick up a castaway idea from a brainstorming session and polish it to perfection. We are a very close-knit unit, and we cherry-pick the brands we work with. In the process, we have built great case studies for some of India’s biggest brands. Renu will now work with her team and create campaigns that make a meaningful difference to those brands in the international markets.”

    Somani’s work has been recognised over the years by several Indian and international industry award bodies. She has also been a finalist at the One Show, Cannes, and Adfest Awards. She has won awards at the Abbys, D&AD Kyoorius, Golden Mikes, and Radio Mirchi Kaan Awards. Most recently, she won the IAA Awards for her work on Parle G. Her work has also been featured in the Communication Arts Guild magazine.

  • Mountain Dew encourages people to be courageous in new TVC

    Mountain Dew encourages people to be courageous in new TVC

    MUMBAI: Mountain Dew brand has always focused on facing one’s fears to achieve exemplary results. Targeted at the youth of India, the beverage brand has unveiled a new campaign that encourages consumers to move beyond their fears and stand victorious in the race of life.

    The new TVC delves into the daily struggles of people across the spectrum – bringing out that each person reacts differently to circumstances and that fear is subjective with no definite scale, measure, or boundary. The film is a reverberation of Mountain Dew’s belief that in case of a challenge, there are only two choices one can make – either give in to fear and turn back or overcome fear and move ahead with courage. It is the choice that one makes that sets the real heroes apart from the rest.

    The film brings together situations and scenarios from the lives of different people in the form of a montage – a boy facing the microphone in front of an audience, a boxer in the boxing ring, a biker at the edge of a cliff, a girl standing at the edge of a diving board, a boy frozen in his steps to paraglide and a girl sending a text to break up with her partner – all these people are hesitating to take their challenges head-on. In comes Mountain Dew – with one sip of the drink, metaphorically, these moments of hesitation and fear are dissolved as the characters take the plunge with faith and courage to face their fears.

    PepsiCo India category director Mountain Dew Vineet Sharma said, “With our ‘Darr Ke Aage Jeet Hai’ philosophy, Mountain Dew has always celebrated the spirit of those who push themselves forward in the face of fear to achieve extraordinary results. The brand acknowledges that fear is universal, and every individual is beset with the feeling of fear. Fear can arise from a myriad of situations that are unique to each one of us and in this film, we have tried to focus on everyday fears that many of us can relate to. We believe that real heroes are those that face the challenge head-on and eventually emerge as winners. We are confident consumers across the country will relate to this touching new film and as always, the philosophy of ‘Darr Ke Aage Jeet Hai’ will resonate strongly with them.”

    Flibbr Consulting managing partner Rahul Jauhari stated, “Speaking of everyday fears yet keeping the ethos, energy and adrenaline rush of the brand was a fine line one had to tread and I’m glad we could deliver on the brief. We are confident that this TVC will help in connecting to a wider audience at a deeper level.”

    The new Mountain Dew campaign and TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. The beverage is available in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms.

  • BCCI & MPL Sports launch new T20I jersey for team India

    BCCI & MPL Sports launch new T20I jersey for team India

    Mumbai: MPL Sports, the official kit sponsor of the Indian Cricket Team, and the Board of Control for Cricket in India (BCCI) today unveiled the official team India jersey for all T20 internationals. Called the One Blue Jersey, it celebrates the indomitable energy and enthusiasm that supporters bring to the game. Most importantly, it pays homage to the legions of fans that span different genders and age groups and transcend geographical borders.

    The jersey is styled with a pattern of equilateral triangles—a universal symbol of the blend of energy, spirit, and power—that celebrates the unswerving support of the fans who have stood behind the team through thick and thin. Combined with the petals found in the BCCI’s insignia, the jersey embodies the loyalty and merit that the game demands. The jersey comes in shades of royal blue for a look befitting the champions of the game.

    The One Blue Jersey will make its debut on the pitch during the upcoming T20 series against Australia on 20 September. It replaces the Billion Cheers Jersey at all T20 international competitions. Players will continue to sport the Billion Cheers jersey at One Day Internationals.

    For Rs 1,999, the jersey will be available for purchase at mplsports.in beginning today, as well as at all major e-commerce and retail outlets. Along with this, over 40 SKUs, including player edition jerseys, training gear, and athleisure wear, will be available.