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Category: MAM

  • Publicis Groupe India appoints Hari Krishnan as managing director & head of content

    Publicis Groupe India appoints Hari Krishnan as managing director & head of content

    Mumbai: Publicis Groupe India on Thursday announced that it has further strengthened its fast-growing content practice with the appointment of Hari Krishnan as managing director and head of Publicis Content.

    Publicis Content is a strategic ‘horizontal’ practice which can be tapped into by any Publicis Groupe agency brand to deliver custom-created, multi-channel content solutions for brands. Its solutions span across content insight & strategy, social & influencer marketing, media content partnerships, publishing, and innovation in the metaverse and web 3.0.

    Krishnan’s role involves bringing data-driven insight, platform content strategy, creative excellence, and seamless delivery to the rapidly expanding field of branded content. He will lead the Groupe’s expert teams of dedicated content specialists, as well as shape further the Groupe’s creative products, particularly around advice to brands about how to participate in culture.

    He is a seasoned leader with a breadth of experience across creative, media, and integrated agencies, as well as most recently at his own strategic innovation consultancy, CultureDrum, where he collaborated on content innovation territories such as AR and gaming with India’s leading media agencies; co-created ‘Virtual Bharat,’ a culture-content channel; and worked with several start-up businesses on brand strategy and storytelling.

    Prior to CultureDrum, Hari was managing director Zenith India; chief operating officer Cheil Worldwide; country head global team blue at WPP and executive director JWT. He has led large global brands such as PepsiCo, Samsung, Ford, and Nestlé.

    Speaking on the appointment of Hari Krishnan, Publicis Groupe South Asia CEO Anupriya Acharya said, “Given that more and more brands are looking for newer, continuous storytelling formats, Publicis Groupe’s Content Practice is witnessing exceptional demand from advertisers for unique solutions at the intersection of media, data, and creativity. Hari, with his proven track-record and passion for content, is a perfect fit for the role, and I am sure that he will advance our content offering still further, through platform-fit ideation, data-led intelligence, strong IP leverage and innovation partnerships.”

    Publicis Content Global chief content officer Mark Waugh said, “Hari’s a proven innovator with a unique blend of agency and independent start-up experience. As Publicis Groupe clients survey the new content battlefields of agile social content, immersive AR, gaming influencer marketing and the emerging metaverse, his leadership and technical expertise will show them where and how to win in their category.”

    Hari Krishnan said, “This is an incredible opportunity, and I am excited to be joining Publicis Groupe India at a time of such great momentum, expansion, and growth. I look forward to bringing in best-of-breed content solutions and platform-native creativity for the Groupe’s outstanding roster of clients. The power of one model, encompassing capabilities like data, media, tech, and production, offers so much more potential for innovative, agile, and scaled content that elevates brands and helps them lead in a challenging, dynamic environment.”

    Krishnan replaces Ravpreet Ganesh, who is now moving on from the Groupe. “Ravpreet’s contribution is invaluable. She’s played multiple roles within the Groupe over the years and has been integral to our growth and success. We thank her and wish her all the very best in future endeavours.” said Acharya.

  • 68% CMOs want to spend more on Martech: Report

    68% CMOs want to spend more on Martech: Report

    Mumbai: According to a recent study released recently, over 68 percent (or two-thirds) of chief marketing officers (CMOs) want to boost their marketing technology spending in 2022. According to Gartner, the typical marketing budget in 2021 would have included 26.2 percent of martech (marketing technology).

    CXOs want to expand their Martech stack as it is insufficient currently.

    Resulticks, a global leader in Martech that was named to the Gartner Magic Quadrant for Multichannel Marketing Hubs (MMH) in 2022, has shared its outlook for the future.

    Digital marketing has taken center stage as a means of reaching out to customers. While legacy companies are feeling the heat, digital natives are forging ahead, confident that the marketing paradigm based on the virtual world will be effective.

    The trend for 2022 seems to echo Gartner’s 2021 projection that 68 percent (or roughly two-thirds) of CMOs want to increase their marketing technology spending.

    Resulticks global chief strategy & business officer Dinesh Menon said, “The shift to digital is permanent,”

    According to Gartner, the 2022 report highlights digital marketing leaders’ increasing reliance on multichannel marketing hubs for business growth.

    This is the sixth year in a row that Resulticks has been recognised in this report. This acknowledges that the way brands engage and converse with customers has changed.

    Among those who use Resulticks are HDFC Bank, UTI MF, ABFRL, and Tanger Outlets. Martechs typically “measure the return on marketing expenses.”

    The magic formula for Martech appears to be the creation and maintenance of an ecosystem that reinforces benefits to marketers. Other top companies besides Resulticks include Adobe, Salesforce, HCL Unica, and others. Most good software can be updated regularly with new channels and capabilities.

    According to the report, elements of the service include hyper-personalisation, context-based targeting, and bringing together real-time customer signals to deliver top-line growth and optimise ROI.

  • Mumbai Metro One signs Connect Digital for its social media duties

    Mumbai Metro One signs Connect Digital for its social media duties

    Mumbai: The leading digital agency from the Connect Network family, Connect Digital, has won the social media mandate for Mumbai Metro One (MMO).

    As a part of this association, the agency will build and manage the content strategies and creatives for the brand on Facebook, Instagram, and Twitter.

    Connect Network MD and founder Haresh Nayak said, “We are ecstatic to be working with a legacy brand to help them create visibility amongst the relevant target audience. Our team is confident in shedding new light on the brand’s social media pages and contributing to their growth.”

    On sharing the excitement of winning the mandate for MMO, Connect Digital AVP Charu Rawat commented, “We are happy to have the opportunity to partner with Mumbai Metro One and we can’t wait to build a dynamic brand presence for them. Our strategy is to enhance the top-of-mind recall that the brand has created by applying creative, new-age thinking and a strong storytelling narrative.”

    “The agency looks forward to harnessing the best of their capabilities, talent, technology, and partnerships and helping Mumbai Metro One build even more powerful consumer connections,” she added.

    Speaking about this association, Mumbai Metro One business head Shyamantak Choudhury said, “Connect Digital demonstrates a strong understanding of the digital category at large. The team is motivated , diligent, and pays strong attention to detail, something that became evident in the multiple discussions we’ve had over a period of time. We’re thrilled to partner with them as our social partners. This engagement will help us elevate our brand presence with the right strategy, innovation, and creative thinking. We are looking forward to creating some good and memorable work.”

  • Buoyant optimism overpowers inflation concerns among shoppers this festive season: survey

    Buoyant optimism overpowers inflation concerns among shoppers this festive season: survey

    Mumbai: From increasing digital activity across apps and devices to a greater willingness to try new brands, the pandemic has fundamentally reshaped the way consumers shop. Excitement among Indian consumers for the upcoming festive season is at a high, according to the second festive Pulse Survey by The Trade Desk. The survey highlighted that 68 per cent of Indians are excited about the upcoming festive season sales, an increase from 59 per cent last year. In addition, two in three shoppers intend to spend as much or more this festive season.

    Some of the key findings from the survey include:

    The inclination to spend among urban Indians is the highest this year since the pandemic, in spite of rising inflationary pressures. The survey affirms that D2C channels are gaining traction amongst consumers, with nearly seven in ten shoppers (66 per cent) proposing to use D2C sites for festive shopping. Also, loyalty to trusted brands in product categories such as health & personal care (60 per cent), consumer electronics (53 per cent), makeup & fragrances (51 per cent) and finance (51 per cent) is evident.

    Buoyant optimism prevails over inflation concerns

    Despite rising inflation, the propensity to spend among urban Indians is the highest this year since the pandemic. This optimism is reflected in consumers’ eagerness to splurge this festive season. The survey shows that nearly 40 per cent of consumers plan to start shopping in mid-October or earlier. As shoppers begin to splurge on their festive shopping, almost half intend to spend more on travel experiences than in previous years. Nearly six in 10 consumers plan to spend on gifts for family and friends, while more than half intend to splurge on food, beverages, and entertainment.

    Direct-to-consumer (D2C) a draw for shoppers

    As consumers begin buying more online, numerous brands have also accelerated their direct-to-consumer (D2C) ecommerce offerings. The survey affirms that D2C channels are gaining traction amongst consumers. Almost seven in 10 shoppers (66 per cent) intend to use D2C sites for festive shopping. The data underscores that in this ever-shifting ecommerce landscape, marketers have the opportunity to enhance their omnichannel media strategies and engage with consumers directly.

    The Trade Desk India general manager Tejinder Gill explained, “As consumers spend more time online for both work and play, brands are scaling their digital marketing efforts to boost their ad dollars across different channels on the open internet. The high optimism among Indian consumers this festive season will likely attract even more brands, which will lead to advertising clutter in the digital space.”

    “By working with data-driven platforms like The Trade Desk, marketers can manage their omnichannel media campaigns and capture critical attribution and measurement data to understand how they can optimise their media spend this festive season,” he added.

    Loyalty for tried-and-tested brands in certain product categories

    The survey also indicated that consumer preference for trusted and familiar brands varied across product categories—an insight that marketers could factor into their advertising and promotional strategies. It emerged, for instance, that Indians demonstrate loyalty to trusted brands in product categories such as health and personal care (60 per cent), consumer electronics (53 per cent), make-up and fragrances (51 per cent) and finance (51 per cent). On the other hand, in categories such as toys, games, and collectibles, 68 per cent of Indians do not have such a strong brand affinity.

    Consumer attitudes toward companies and brands are constantly influenced by various touch points throughout their online experiences. As a result, brands have an opportunity to be timely, relevant, and well-directed with their advertising campaigns. For marketers looking to optimise their budget towards driving new customer acquisition and retention, digital channels like over the top (OTT), display, native and streaming audio play a key role as they offer better precision and measurement opportunities.

    The survey was conducted online by YouGov amongst a nationally representative sample of 1,005 Indian adults from 2-8 August 2022. All the data was weighted by age and gender to reflect the latest Indian population estimates.

  • Springfit Mattress announces Kareena Kapoor as its brand ambassador

    Springfit Mattress announces Kareena Kapoor as its brand ambassador

    Mumbai: Springfit Mattress has roped in the renowned Bollywood actress and youth icon Kareena Kapoor as its brand ambassador.

    The company will be soon launching a series of 360-degree marketing campaigns for their products to promote and make people aware of the importance of choosing the right mattress to ensure a peaceful sleep.

    The mattress brand is also planning to open 150–200 Springfit Lounge showrooms in the next one year.

    Under the leadership of Springfit Mattress executive director Nitin Gupta, the company further cements its vision of doubling its revenue to Rs 1,000 crore over the next five years. The company has already been producing five lakh mattresses annually from its five manufacturing units based in Haridwar, Meerut (2), Vadodra & Coimbatore and aims to double it with its recent expansions and technology upgradation.

    Springfit’s range of mattresses goes beyond spring mattresses and includes imported latex mattresses, memory foam mattresses, pocketed spring mattresses, back support orthopedic mattresses, and complete bedding products including mattress protectors, body pillows, feather pillows, memory foam contour pillows, etc.

    Commenting on this, Gupta said, “Mattress, furniture, and high-priced home décor are sectors that still see a preference towards offline purchases since the purchase decision is heavily dependent on a touch-and-feel element. With something as unique as our certigaurd technology, the natural next step was to set up multiple touchpoints for the consumer. While we were looking for a brand ambassador, our focus was on a face who could identify with our motto and help us spread the right message among the masses. Kareena Kapoor is not only a youth icon but also a fitness enthusiast who believes that it is important to adopt the correct sleep pattern for a healthy state of mind.”

    Commenting on the association, actor Kareena Kapoor Khan said, “Ensuring a good night’s sleep is important for our physical and mental wellbeing, and there is a comforting feeling when you sink into a luxuriously designed mattress, which is designed just as per our body’s requirements. A night of good sleep is an important part of my fitness routine, and this is why I am thrilled to be associated with Springfit Mattress, a brand that has been innovating sleep solutions through its range of mattresses for over a decade. My power naps and peaceful nights’ sleep have a new meaning now, all thanks to Springfit Mattress.”

  • Chalo signs DViO Digital as its digital agency

    Chalo signs DViO Digital as its digital agency

    New Delhi: The popular public transport technology company, Chalo, has appointed DViO Digital as the digital (creative) agency.

    The mandate puts DViO in charge of the brand’s digital & social media management. The primary focus of the campaigns across all platforms will be to generate awareness among bus users and operators as well as increase app downloads.

    DViO will be involved in developing a digital-first brand & creative campaigns, enhancing Chalo’s reputation as a reliable brand in the mobility space. In addition, the agency will also be responsible for creating campaign strategy, ideating for co-branded activations, and performance campaign management i.e., deploying digital media for the effective distribution of the content to build TOM, preference and divert traffic to the website.

    Founded by Vinayak Bhavnani, Mohit Dubey, Priya Singh Dubey, and Dhruv Chopra in 2014, Chalo offers real-time bus tracking as well as digital payments in buses through the Chalo App and the Chalo Card. It has a presence in 40 cities across 13 Indian states including Maharashtra, Karnataka, Kerala, Madhya Pradesh, Tamil Nadu and others.

    Speaking of the association, DViO Digital founder & CEO Sowmya Iyer said, “At DViO Digital, we lead brands through digital transformation and assist businesses in their growth journeys. A lot goes behind establishing a brand online and creating active conversations. With our unique creative strategy, media campaigns and content creation at play, we are sure to establish Chalo as a tech-forward, customer-focused brand in the market.”

    Adding to it, Chalo’s CMO Dhruv Chopra, said, “We are delighted to onboard DViO Digital as our digital partner. Chalo is in the phase where the company is rapidly growing its footprint in the country. In DViO we saw the right team with a fantastic blend of speed and execution and strategic understanding that can help us reach our ambitious goals. We are glad to partner with them and look forward to an exciting journey together.”

  • The-invERSITY signs Team Pumpkin for its the digital duties

    The-invERSITY signs Team Pumpkin for its the digital duties

    Mumbai: Team Pumpkin has successfully acquired the digital mandate for The-invERSITY, an upcoming brand that is empowering young minds to gain financial literacy and achieve financial independence in the future. The account will be handled by the agency’s team based out of Bengaluru.

    The-invERSITY is a one-of-a-kind location dedicated to increasing financial literacy and awareness among students aged 13 to 21. This platform is built to provide live interactive classes where educators will create awareness for kids about financial and investment-related terms and processes and instil a sense of responsibility from an early age to manage money.

    As a part of this digital mandate, Team Pumpkin will handle digital and performance marketing duties for The-invERSITY. In order to build and strengthen the brand’s digital presence, Team Pumpkin will focus on strategizing the brand’s digital activities, social media management, online reputation management, search engine optimization, and performance marketing responsibilities.

    Speaking of this partnership, Team Pumpkin co-founder and chief business officer Swati Nathani said, “Having won the mandate for The-invERSITY is a matter of pride. At Team Pumpkin, we believe in growing exponentially with upcoming trends and innovations while staying rooted in consistency. We plan to build a new and fulfilling path for The-invERSITY as per their vision and enhance the brand’s presence with our creative and strategic planning.”

    Commenting on the creative collaboration, The-invERSITY COO and co-founder Aditya Roy said, “We’re really excited to be working with Team Pumpkin to amplify our digital presence and start this journey together. We trust their approach and insights with our brand and hope to reach new heights and build it effectively.”

  • Legends League Cricket onboards SkyExchange.net as the title sponsor for second season

    Legends League Cricket onboards SkyExchange.net as the title sponsor for second season

    Mumbai: Legends League Cricket has announced Skyexch.net as their title sponsor for the second edition of the league. Skyexch.net is a one-stop online sports news hub and aims to give in-depth coverage of the league.

    Legends League Cricket co-founder and CEO Raman Raheja said, “We welcome Skyexch.net and I am confident that together we will be able to bring forth quality cricketing coverage for the fans. Our objective will be to ensure cricket fans get an enthralling account of the games and enjoy every bit of the action that takes place. We wish to have a long-lasting relationship where both of us can help each other in meeting our objectives.”

    While the website is covering all cricket leagues extensively along with other sports, Legends League Cricket is slated to start from 16 September with an exclusive benefit match between Indian Maharajas and World Giants aiming to extend the same set of excitement around Legends League Cricket too.

    “Cricket is one of the most loving sports in India. We have been looking for properties where we can get the right kind of visibility, and the last season was wonderful from a viewership standpoint. We hope to catch the right eyeballs for our brand too. We thank Absolute Legends Sports and wish them the best of luck for this season,” said Skyexch.net’s MD Ian Michael Viner.

    The league, which is being played in India for the first time, will be a 16-match affair and will be hosted in five different cities.

  • Infectious Advertising ropes in Anil Jayachandran as chief strategy officer

    Infectious Advertising ropes in Anil Jayachandran as chief strategy officer

    Mumbai: Infectious Advertising announced it has bolstered its strategic chops by hiring Anil Jayachandran as its chief strategy officer. In his last job, Jayachandran headed communications planning for Omnicom, Malaysia, working on key client accounts across OMD and PHD to drive thought leadership and best strategy practices.

    Previously, he held the role of strategy planning director at Leo Burnett.

    Jayachandran has spent nearly a quarter of a century working across geographies and is regarded as an expert in markets as diverse as North Africa, the Middle East, and Asia. From Egypt to Malaysia, he has worked across functions—marketing, advertising, research, and strategy—with global players like Burnett, JWT, Unilever, Lintas, O&M, McCann, and Omnicom.

    Speaking on this development, Infectious Advertising directors and co-founders, Nisha Singhania and Ramanuj Shastry said, “We are delighted with Anil’s arrival. The more we know the consumer, the sharper our work gets. Anil’s here to help push the envelope in strategic thinking so that our work gets even more infectious.” 

  • We keep talking about digital & technology, but at the end of the day it’ll always be about people: Dentsu’s Amit Wadhwa

    We keep talking about digital & technology, but at the end of the day it’ll always be about people: Dentsu’s Amit Wadhwa

    Mumbai: The ever-changing digital ecosystem has altered the game of advertising and marketing as we once knew it. Digital marketing has developed into a significant platform for some profound work and brand case studies. Whether it’s digital or non-digital, every creative needs to emanate from a strong idea, said Dentsu Creative India CEO Amit Wadhwa, sharing his insights on the digital space and what works in the medium at the third edition of The Advertising Club’s D: CODE held recently in Mumbai.

    We keep talking about digital and technology, but this will always be about people at the end of the day, Wadhwa emphasised. “People are needed for ideas. People are needed to create technology. People are needed to run and understand the medium. That is the most important consideration.”

    At the Tac’s annual digital review, ten digital evangelists from the advertising and marketing fraternity shared key takeaways that brands and their digital custodians can make use of.

    Repersenting dentsu creative, the winner of the Agency Of The Year award at Cannes this year, Wadhwa shared the two pieces of work that stirred him. Or, in his own words, like a true advertising professional, he “stuck to the brief” – where the brief given was to showcase one best-of-class work from their own stable, along with one work that truly inspired them. He started with a creative coming from Dentsu’s stable, called The Protest March.

    Speaking about exactly why he chose this particular piece of work, Wadhwa said, “Who says protests have to be on the street… who says protests have to be violent or there has to be aggression? This is cricket and this is a protest-you can’t get a bigger and better idea.” More importantly, he added, this idea is digital at its core. The whole reason this is happening is that digital is there as a platform.

    Pointing out the third important element, Wadhwa said, “And I strongly believe in the third power—that’s purpose. I think it’s important for everything to have a purpose. And look at the purpose this one had. Taliban taking over, rights being taken away and I think you can’t have a stronger purpose than that.”

    Titled ‘The Protest Match’, the initiative recreated the Afghanistan women’s cricket team virtually, replicating the exact team that was unfairly banned from playing in real life. With an objective to pledge support and protest the injustice caused to the Afghan Women’s Cricket team, on 3 April 2022 – the day the ICC Women’s World Cup finals took place in New Zealand, Global eSports, in partnership with Isobar India Group, re-created the finals—one that could have happened.

    Talking about the next piece of work that inspired him, titled ‘Backup Ukraine,’ Wadhwa said, “When I went to Cannes this year, there was a team from Ukraine presenting this idea. And it hit me so hard that it remained with me.”

    The project was led by Virtue Worldwide, a Vice Media-owned creative agency, and centres on a digital and mobile platform that enables people in Ukraine to capture and digitally preserve 3D images of historical artefacts, monuments, and other culturally-relevant structures and objects at risk of being damaged or destroyed in light of the ongoing war with Russia. The tool employs technology developed by 3D imaging startup Polycam to create realistic digital replicas and store the digital blueprints of the artefacts they capture in the cloud.

    “I feel equally important to “what” we show on digital is “when” we show it. The timing is key,” Wadhwa said, adding that timing is key in any medium, but more so in digital.

    Wadhwa also mentioned how, nowadays, the brief itself states, ‘We want a stronger integration on digital.’ “I don’t think we need a stronger integration of digital—digital is all around us. If the idea is good, it will finally land on digital,” he asserted, adding that the moment you start trying too hard, you will see it going wrong somewhere.” Talking about the one thing that’s really spoiled us, Wadhwa says that with this medium, everything is possible, and that’s what the medium is all about.