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Category: MAM

  • Legends League Cricket appointed BookMyShow as exclusive ticketing partner

    Legends League Cricket appointed BookMyShow as exclusive ticketing partner

    Mumbai: Legends League Cricket has announced that India’s leading entertainment destination, BookMyShow, has been appointed as the exclusive ticketing partner for its upcoming season.

    The next season will be played between 16 September – 5 October 2022, and tickets will be available exclusively on BookMyShow. Fans can also get their tickets for the special matches, which will be played on 16 September, 2022, between Indian Maharajas and World Giants, on BookMyShow. Tickets for all matches are available on the platform.

    Legends League Cricket co-founder and CEO Raman Raheja said, “With the scale of its loyal and compelling consumer base, BookMyShow brings in a focused approach and experience as far as online ticketing goes. We hope to have a world-class experience for our spectators at every touch point, whether on the field or online, and that is the reason we have partnered with the most preferred online entertainment platform for ticketing.”

    BookMyShow COO-live entertainment venues Anil Makhija said, “With a compelling line-up of players, the upcoming season of the hugely popular Legends League Cricket is all set to attract massive crowds. BookMyShow is delighted to be associated with this one-of-its-kind initiative, where more than 100 legendary cricket players have come together on one platform to entertain fans. We can’t wait for the season to get started!”

    The Legends League Cricket will be a four-team tournament and a 16-match affair. The league will start on 16 September at the Eden Gardens in Kolkata and will be hosted in five different cities, including Lucknow, New Delhi, Cuttack, and Jodhpur.

  • GUEST ARTICLE: How to stay competitive in the growing world of influencer marketing

    GUEST ARTICLE: How to stay competitive in the growing world of influencer marketing

    Mumbai: If you reflect ten to twelve years, affiliate marketing was a reliable method of reaching your target audience on the internet. Traditionally, affiliate publishers and web portals were the primary channels through which brands competed for customers. Trends, however, are subject to cyclical changes, aren’t they?

    Nowadays, brands are looking for influencers who can promote their products on social media. The effectiveness of influencer marketing was questioned five or six years ago, but now brands are willing to pay a lot to connect with the right influencers through agencies.

    According to our experience with affiliate marketing and influencer advertising, influencer marketing is a mixed form of affiliate marketing and celebrity endorsements. Influencers are now able to leverage their power through the creation of engaging brand-centric content. As part of our mission, we strive to connect with like-minded customers and to provide them with a better customer experience.

    Powerful influencer platforms

    Curated newsletters have taken off over the past few years. It’s common for business influencers to promote articles through newsletters on social media like Twitter and LinkedIn. You’ll likely come back for more as you read.

    Eventually, you’ll gain trust in the sources of information in the content, and their words will be able to influence you. When they promote a product or service, a buyer might buy it. You should send out newsletters and blog posts.

    The old ways of marketing can’t get you brand awareness anymore. Be sure to take advantage of influencers who are influencing your target audience.

    Get an edge on your competition with influencer marketing. To help you start influencing people with your products and services, here are some tips:

    • Ensure your influencers are legit

    Influencer marketing follows the same principles as other forms of marketing. Getting to know your audience members is key to providing anything of value to them.

    Make sure you segment your target audience based on their interests. Pick influencers who can attract those people instead of those whose reach will do it. Any relationship you have with an influencer should be based on relevance. 

    If you pick an influencer with a similar target audience to your brand, you’ll be able to reach the right people. Consumers 92 per cent of the time trust you as an authoritative source and recommend you to friends and family. Many followers of influencers consider their videos, photos, and posts to be endorsements.

    • Make your influence niche-specific

    Marketing with influencers can reach millions, but you won’t get as much for your money as with other “mass” marketing strategies.

    Try looking for smaller influencers and followers instead of big ones. It’s often more likely that they have engaged and dedicated fans. Their communication should also be tailored to the audience and generate responses.

    Many brands use this approach. This campaign wasn’t designed to maximise ROI but to expand the brand’s social footprint, which can pay off financially.

    • Mix your content correctly

    You can reach different audiences with influencer marketing, just like with content marketing. Make sure you’re not just using Instagram and Snapchat for short-form content. These platforms don’t just have viewer influence; you shouldn’t rely on them exclusively.

    See if long-form content offers you more opportunities instead. By using sites like Medium, you can find the right balance rather than focussing on one type of content exclusively. A platform like medium lets your audience dig deeper into topics than Snapchat and Instagram.

    Curating your marketing collateral is always a good idea, and a good collection provides various content. You can further the discussion with pictures, videos, articles, and even emails.

    • Make give-aways free and valuable

    No one can deny that people love freebies. Ensure your influencers are hosting giveaways so your target audience will be attracted to your content.

    It will help to encourage participants to follow your account and comment on your posts, and it may get more engagement. Customers will return to your business after sampling your products and getting to know your brand.

    37 per cent of the time, consumers buy stuff based on recommendations from social influencers. The social proof of influencers is one of the reasons consumers trust them. There is a chance these strategies will boost sales, so they are worth a shot.

    Conclusion

    A marketer’s arsenal of marketing strategies is growing more powerful with the use of influencers. It will help if you learn how to use it properly to be able to use it effectively. It takes considerable time, effort, and research to identify the right influencer to promote your brand. Once you have achieved the proper balance for your bottom line, it may be a divine match.

    The author of the article is PDP Media founder and CEO Raushn Jha.

  • Pulse recreates its outdoor campaign on TV to extend communication reach through in-content ads

    Pulse recreates its outdoor campaign on TV to extend communication reach through in-content ads

    Mumbai: DS Group’s popular candy brand Pass Pass Pulse has announced its partnership with Whisper Media to extend its communication reach by recreating its unique outdoor campaign on TV. The campaign showcases the brand’s three variants of the candy, which were integrated into the traffic signal posts in an innovative format.

    The campaign aims to deliver the idea through in-content advertising (ICA) on popular general entertainment channels.

    Pulse’s three most popular flavours, litchi, pineapple, and kachcha aam, are packaged in red, yellow, and green, respectively. Using the significance of these colours in the context of traffic signals, the brand created a seamless, never-before-seen outdoor campaign under the messaging “Pran Jaaye Par Pulse Na Jaaye.” 

    The brand wanted to bring the same magic to the TV audience in Hindi-speaking markets to expand its reach.

    Whisper ICAs are enabled to deliver brand communications in multiple formats, which brings the cross-media experience to the audience through the largest medium in the country—TV. Whisper Media has partnered with leading TV broadcasters Disney Star and Zee Network, across all their GEC platforms for HSM and regional, to bring forth this proposition.

    In-content advertising digitally embeds a brand message into the content at the post-production phase and elevates the brand from the usual advertising clutter. This enables a brand to deliver a campaign without the hassle of logistics and programming in an impactful manner. The ICA campaign was delivered on the leading GEC channel—Star Plus.

    Speaking on this recreation, DS Foods general manager-marketing Arvind Kumar said, “There’s nothing better than being able to replicate a campaign across different mediums which elevates recall among the target audience. We are glad to partner with Whisper Media to be able to seamlessly execute this unique campaign through in-content advertising.”

    Sharing the idea behind the campaign, Whisper Media head of ad sales-North & East Vikrant Dhawan said, “We are seeing some exciting times in the advertising world where tech is enabling brands to get the attention of the viewers. In this latest campaign, we managed to organically resonate with the offerings that the product has to offer. This showcases the media multiplier effect, enabling higher message recall for the campaign.”

  • Vicks ropes in Ranveer Singh and Samantha Prabhu for new campaign

    Vicks ropes in Ranveer Singh and Samantha Prabhu for new campaign

    Mumbai: India’s leading cold and flu solution, Vicks, has rolled out a new campaign film for its two-in-one roll-on inhaler.

    South star Samantha Ruth Prabhu joins Vicks’ brand ambassador, Bollywood superstar Ranveer Singh, for the campaign.

    The campaign film smartly depicts how an individual is unable to focus on daily activities when they suffer from a headache and a blocked nose.

    The duo came together in the film to showcase the benefits of the Vicks’ two-in-one roll-on inhaler, with Samantha as a police officer, stopping a sickly Ranveer, who is seen breaking the signal. Ranveer is shown to have trouble focusing and tells Samantha about his terrible runny nose and headache. Samantha then hands him a Vicks’ inhaler with a two-in-one benefit, which gives Ranveer instant relief from his blocked nose and headache.

    Expressing his excitement for the newly launched campaign, Procter and Gamble Indian Subcontinent category leader for personal healthcare Sahil Sethi, said, “In India, inhalers have been synonymous with Vicks. We are excited to have Ranveer and Samantha come together for the very first time, to share the double benefits of Vicks’ two-in-one roll-on inhaler in providing relief from both – a blocked nose and headache.”

    Speaking on the campaign, Vicks’ brand ambassador Ranveer Singh said, “I loved the thought behind this campaign, and it was great teaming up with Samantha for Vicks. We all go through blocked noses and headaches quite often amidst our hectic schedules, and facing both symptoms together can negatively impact our focus. The Vicks’ two-in-one roll-on inhaler is smart as well as handy to use and is sure to become a go-to product for many of us.”

    “My family and I have been Vicks’ users for as long as I can remember, and hence this campaign was a perfect opportunity for me. Through this film, we are trying to convey that Vicks’ two-in-one roll-on inhaler is a pocket-friendly way to tackle colds and headaches, even when you are outside and not at home!,” commented Samantha Ruth Prabhu on her association with Vicks.

  • Chennaiyin FC introduces official ‘club membership’ on BookMyShow

    Chennaiyin FC introduces official ‘club membership’ on BookMyShow

    Mumbai: After two years, fans will return to the Marina Arena to support Chennaiyin FC in the Indian Super League (ISL). In a bid to celebrate the occasion and welcome their fans, Chennaiyin have introduced a club membership ahead of the 2022/23 Indian football season. This enables the fans to engage with the club better. The membership will be available across two categories: Gold and Silver. The official membership will be available exclusively on BookMyShow till 17 September, 2023.

    The membership card of both packages can be utilised as a match ticket that provides members with access to all ten Hero Indian Super League phase games at the Marina Arena at the cost of eight. Both packages also include a personalised membership card that reflects the member’s respective tier in addition to their name.

    The Gold Membership card offers the fans additional luxuries which include:

        A personalised 2022/23 CFC Home Jersey with the member’s name and number printed.

        Access to one senior team training session followed by meet & greet with CFC players.

        20 per cent discount on official CFC fan wear by Suditi and a 25 per cent discount on official CFC merchandise by fully filmy.

        CFC soccer schools voucher.

        Vouchers from CFC sponsors and partners.

    Chennaiyin FC co-owner Vita Dani said, “Through this initiative, the two-time ISL champions aim to build bridges between the club and its fans and help them become more than just spectators.”

    Chennaiyin FC will kick off their campaign for the new season against ATK Mohun Bagan in Kolkata on 10 October, followed by the much awaited clash against Bengaluru FC at the Marina Arena on 14 October.

  • Jubilant FoodWorks names Amazon’s Sameer Khetarpal as CEO & MD

    Jubilant FoodWorks names Amazon’s Sameer Khetarpal as CEO & MD

    Mumbai: Noida-based Indian food service company Jubilant FoodWorks Ltd (JFL) has named Sameer Khetarpal as its new CEO and managing director for five years beginning 5 September. Khetarpal succeeds Pratik Pota and joins JFL from e-commerce company Amazon.

    An alumnus of the Indian School of Business (ISB), Khetarpal has served in several senior leadership roles across sectors such as e-commerce and management consulting during his two-decade-plus career.

    In his most recent role at Amazon, Khetarpal conceptualised, launched, and scaled several businesses like Amazon Fresh, Amazon Food, and Amazon Pharmacy over a stint of six-and-a-half years.

    Prior to Amazon, Khetarpal served as a partner at McKinsey and Co. He has also served stints at GE Capital and Hindustan Unilever.

  • Signify launches new festive campaign ‘Smarter Generation ki smart lights’ featuring Sanya Malhotra

    Signify launches new festive campaign ‘Smarter Generation ki smart lights’ featuring Sanya Malhotra

    Mumbai: Signify on Monday announced the launch of its new festive campaign “Smarter Generation ki smart lights” for its Philips smart wi-fi LED lighting range, featuring actor and Philips brand ambassador Sanya Malhotra.

    The peppy 40-second film, designed by Hashtag Orange, features a catchy soundtrack and highlights the remarkable features of Philips smart wi-fi LED lights, such as dimming, pre-set modes, voice and app control, and 16 million colour options to create the perfect ambience during the festive season.

    The TVC will play on primetime TV slots across leading general entertainment, movies, and news channels across India, in addition to YouTube and social media channels.

    The TVC begins with Sanya’s younger cousin asking her what’s new this Diwali, to which Sanya responds by turning on the magic of Philips smart wi-fi LED lights. By tapping on the multiple colour options on the WiZ app, she is able to transform the mood and ambience of the room completely, eliciting a sense of wonder from her young cousins who are dancing alongside her. She also shows them its multiple pre-set modes and smart dimming features. The film ends with a naughty twist, as Sanya uses the voice control feature to instantly change the colours of the room from party to Diwali scene when their parents walk in.

    Embed Link: https://fb.watch/fhWcWZt_m_/

    Speaking about the new campaign, Signify Innovations India head of marketing and integrated communications and commercial operations Nikhil Gupta said, “Smart lighting is a new yet rapidly growing category in India, with the demand driven by young consumers who prefer home devices that are smart, convenient, and innovative. Our latest TVC highlights how smart LED lights can completely transform the ambience and mood of a room, and the campaign tagline “Smarter Generation ki Smart Lights” aptly positions the new Philips smart wi-fi LED lights as the perfect lighting option for the modern tech-savvy generation. We are the global leader in lighting and the film reiterates our technology leadership in the LED lighting segment.”

    Commenting on the idea behind the campaign, Hashtag Orange co-founder and chief creative officer Amit Shankar shared, “There couldn’t have been a better brief for Diwali than Philips smart wi-fi LED lights. When we researched the product and all the offerings that come with it, our entire team got excited knowing that these LED lights are wi-fi enabled with voice commands and have a customised WiZ app that lets you switch between millions of colours based on your mood.”

    He added, “To showcase these lights, we decided to craft a film with a contemporary take on Indian festivities. We married choreography with the various functionalities of the lights, which work wonderfully through voice and app control. We highlighted the playfulness of young members of the family and how well these smart LED lights could change the entire setting based on their various moods. For us at Hashtag Orange, we had a blast filming and editing this peppy, energetic, and truly Diwali film. After this wonderful film, we have come to realise that when it comes to smart lighting, it has to be Philips.”

  • GUEST ARTICLE: What is social entertainment and how can brands benefit from it?

    GUEST ARTICLE: What is social entertainment and how can brands benefit from it?

    Mumbai: Social entertainment is not just merely content creation and people interacting with each other; it includes different high-tech activities such as video streaming, video chat communication, multi-player gaming, music and video streaming with the help of different social networking services. Social media, as well, comes under the umbrella of social entertainment, covering almost 80 per cent of the market with applications such as Instagram, LinkedIn, Facebook, Twitter, etc. Users from across the world also confirmed that social entertainment is now even taking the place of television and cinema. In order to win the audience’s heart, brands must go to the roots and try being more creative with designing and content creation and communicating their message at the same time through collaboration with creators who have a good amount of fanbase. One of the biggest benefits to brands deals with the prolongation of content through digital collection of videos or posts.

    Social media and social entertainment are similar and yet distinct. The social media landscape has changed over the last several years, and these days, social media platforms are intended to be more than just a count of your friends. Viewing other people’s films and photos has become a kind of enjoyment in modern times. The material is being engaged with by more individuals than ever in the social media era. In the history of social media, what you watch and the desire to see is more important than what you follow.

    As we are aware, the pandemic in 2021 will greatly impact social media, particularly entertainment. The social platform and means of entertainment benefited from the pandemic.

    Now, let’s talk about how brands can benefit 

    1. Increase brand awareness

    In this era, everyone has a smartphone and is using social media platforms like Facebook, Instagram, Youtube, or Twitter, which is a natural place to reach new and highly targeted audiences.

    Every single person updates there to see and show their side of living and making money out of it.

    2. Humanise your brand

    One of the keys to social media for businesses is that it benefits their brands. Introduce your products to the public by highlighting the benefits of your products to your followers.

    Show how you embrace your brand values, how it works in people’s life and how you are interested in customers.  

    3. Establish your brand as a thought leader 

    No matter which industry your business is in, social media offers plenty of opportunities to establish thought leaders.

    4. Stay top of mind

    Keep your social media posts creative, entertaining, and informative. 80 per cent of people log in to their account once a day. Social media is a platform where you can connect with fans and followers every time.

    If we are talking about the growth 

    1. Increase website traffic

    The keys to increasing the traffic on social media are posts and ads. Sharing fantastic content from your album or website on your preferred social platform.

    Participating in social reviews/chats can also be a great way to increase your brand’s visibility in the market.

    2. Boost sales

    Social networks will become more vital for product search and e-commerce as the number of individuals utilising social media keeps expanding and social sales technologies develop. The moment has come to match your social marketing initiatives with your sales objectives.

    3. Partner with influencers

    People who have a large following of people who can draw the attention of their immense social media following to your brand.

    4. Promote content 

    Make sure you have a content marketing strategy in place to maximise the advantages of social media for the company.

    Conclusion 

    Social media is undoubtedly simpler to use and has a wider audience than conventional media, which is advantageous for both companies and gaming gear. Everyone is quite active when it comes to social interaction, whether they are one year old or 70 years old. It allows you the chance to advertise your goods while also communicating on many channels. Whether a blessing or a curse, social interaction among people has never been impacted by other environmental elements since it has such a strong grasp on society and people’s daily lives.

    The author of the article is Treasure Records managing director Deepak Gupta.

  • Havas Life Sorento ropes in John Mathew as president

    Havas Life Sorento ropes in John Mathew as president

    Mumbai: Havas Life Sorento (HLS), the health division agency of Havas Group India, has announced the appointment of John Mathew as president. As a part of his role, John will oversee the HLS business in collaboration with the Global Havas Health & You (HHY) team.

    He will work towards providing a new horizon to the existing business while additionally creating a reliable gateway for new business opportunities. John will support Havas Life Sorento managing director Sangeeta Barde in further building the agency’s perception and position in the market.

    Havas Life Sorento has played a pivotal role in the group’s growth journey through new business growth, cutting-edge work, and thought leadership, according to the agency. To maintain this momentum, the agency has been strengthening its teams, and John’s appointment comes at an important juncture in HLS’s growth journey.

    Speaking about the appointment, Sangeeta said, “Havas Life Sorento has been witnessing a robust growth trajectory on the back of innovative campaigns over the last few years. We’re delighted to welcome John on board as we continue to grow further, breaking barriers and disrupting conventions for the health of brands, businesses, and people through purposeful and meaningful work.”

    “Returning to advertising is an exciting homecoming for me,” said John Mathew. “As HLS enters its next growth phase in Health Marcom, health content and health-tech solutions, I hope to make a meaningful difference to the business and brands of our clients by applying the learning I have had so far and from the learnings of ‘Havas Life and Havas Health & You’ by collaborating with the talent across our group companies,” he added.

    “I am delighted with the progress and the growth we have made with Havas Life Sorento in the last few years with Sangeeta at the helm. It became pertinent to further bolster the leadership team of the agency, and I am glad John has taken on this profile. I wish him all the best and welcome him to the Havas family,” said Havas Group India group CEO Rana Barua.

    With an experience of over 24 years, John has been instrumental in building prominent brands like Cipla, RK Swamy BBDO, Novartis Healthcare, and Glenmark Pharmaceuticals. Most recently, he was a part of Glenmark as head of digital & multichannel marketing, where he facilitated the building of brands like Fabiflu, building a technology platform for online doctor engagement and strengthening multichannel marketing strategy and governance. He has also assisted in bringing the culture of implementing customer feedback to digital platforms, reviewing market changes and technological gaps that provide an extra edge to the digital world. Over the course of his career, he has also founded and introduced four different consumer health platforms.

  • Chennaiyin FC onboards GenX as associate sponsor for the upcoming season

    Chennaiyin FC onboards GenX as associate sponsor for the upcoming season

    Mumbai: Two-time hero of the Indian Super League (ISL), Chennaiyin Football Club (CFC) announced men’s innerwear and athleisure brand GenX as the club’s associate sponsor for the 2022-23 Indian football season.

    This partnership will see GenX utilise various marketing rights in order to engage with the passionate fan base of the club. The brand’s logo will feature on the front of all match and training kits of the Marina Machans below the neck throughout the season.

    GenX, an affiliate of Lux Industries, is a range of men’s athleisure and innerwear manufactured by J.M. Hosiery and Company. This is their first association with a major football club.

    Chennaiyin FC co-owner Vita Dani said, “GenX is a youth-centric addition to the Lux Industries’ JM Hosiery Group and is a homegrown brand from Tirupur. We at Chennaiyin FC welcome them on board in what is going to be a special season back home at the Marina Arena. We have always enjoyed working with Tamil Nadu-based brands, and look forward to a fruitful association with GenX.”

    “We are thrilled to join the Chennaiyan FC family as a sponsor and collaborate with a club that has a legacy of winning the ISL and inspiring individuals,” said Lux Industries director Navin Kumar Todi.

    He added, “As GenX is a youth brand catering to men, we believe that this opportunity is ideal to engage with our target audience. GenX, the brand that deals with innerwear, casual wear, and athleisure wear, has been expanding rapidly, and we are optimistic that this association will enable us to expand our consumer base and accelerate growth. Together, we are confident in our ability to excite the Chennaiyin FC fans this season. We look forward to a great season for the club and wish them the best of luck!”

    Chennaiyin FC will kick off their campaign for the new season against ATK Mohun Bagan on 10 October, followed by a clash against Bengaluru FC at the Marina Arena on 14 October.