Category: MAM

Valueleaf group launches first chapter of Mitra – The Chanakya Way

Mumbai: Valueleaf group announced the successful conclusion of its first chapter, “Mitra – The Chanakya Way,” marketers event. Hosted in Macau, this event brought together top marketing professionals and thought leaders from leading companies such as L&T Finance, IndusInd Bank, Apollo 24×7, Jupiter Money, Money View, Unity Small Finance Bank, and TATA Digital for an enriching and inspiring three-day experience.

Mitra – The Chanakya Way” was a resounding success. Attendees gained deep insights into the timeless strategies of ancient Indian strategist Chanakya, blended with modern marketing techniques. Marketers had the unique chance to step away from their daily routines and engage with peers through keynote speeches, discussions, and cultural experiences. Participants gathered valuable insights to enhance both their personal and professional lives.

Looking ahead, Valueleaf plans to elevate “Mitra – The Chanakya Way” into a cornerstone of the global marketing community. Amitabh Bishnoi, President -Growth at Valueleaf Group, stated, “More gatherings will be hosted in various destinations, with the second edition set to launch soon. These meet-ups will continue to provide marketers with invaluable opportunities to rejuvenate, exchange ideas, and stay at the forefront of industry trends.

“It’s been a pleasure meeting so many industry professionals from similar categories. I’m learning a great deal from each interaction, and I appreciate the opportunity to expand my knowledge base.”, stated Indusind Bank marketing head Gaurav Nijhawan.

“Engaging with industry peers in such an immersive setting was invaluable. I feel inspired and empowered to implement new strategies. Attending the Mitra conference has been a fantastic experience. It’s been a pleasure to connect with so many marketing professionals from diverse sectors. Thank you to the Valueleaf team for putting on such a great event. I look forward to future editions and the opportunity to learn even more from my fellow marketers.”, added L&T Finance group marketing Rohit Raina.

Expanding its footprint into the MarTech and FinTech arenas, Valueleaf has marked significant milestones, underscoring its versatility and commitment to comprehensive industry solutions. This expansion highlights Valueleaf’s dedication to excellence, ensuring sustained success and a robust market presence for its clients. With a sharp focus on measurable results and long-term growth, Valueleaf solidifies its position as a trusted partner in the marketing landscape.production@indiantelevision.co.in

July 9, 2024
FMCG brands tap into speed and creativity to win the race for attention

Mumbai: FMCG brands are in a competitive race for media visibility, aiming to capture consumer attention amidst a flood of advertisements. Coca-Cola set a precedent with its innovative content and wide-reaching campaigns, followed by Colgate’s effective use of multi-platform advertising to engage audiences.

It has sparked a lively debate on ambush or guerilla marketing as these brands are not only vying for advertising space but also driving engaging content, seizing cultural moments with wit and creativity within 24-48 hours, to stay relevant. Their strategies highlight the need for engaging and innovative content across platforms in a short time.

Take, for instance, the recent showdown surrounding Biryani Day between Dawaat Rice and India Gate Rice, where each brand claimed supremacy in the hearts of biryani enthusiasts across the country. When Dawaat Rice went ahead and declared ‘Biryani Day’, competitors like Fortune Biryani Special Basmati Rice were swift in their responses to counter the claim with wit. These brands didn’t just participate in the banter; they invested in ad space to amplify their messages and engage consumers across digital platforms.

This playful yet strategic approach is reshaping how FMCG brands interact with their audience. They not only build emotional connections with consumers but are also demonstrating agility and relevance through quick-turn content and engaging narratives.

Moreover, these campaigns highlight the power of data-driven insights and creative storytelling in shaping compelling narratives in the world of marketing and the digital age. Brands leverage consumer behaviour analytics to tailor messages that resonate deeply with their target audiences, enhancing their impact and reach. These campaigns emphasise maintaining transparency and building trust through genuine storytelling and authentic brand values, which are essential in nurturing long-term loyalty.

July 8, 2024
boAt appoints Jasleen Royal as brand ambassador

Mumbai: boAt, a consumer electronics brand renowned for its innovative audio & wearables products, is thrilled to announce Jasleen Kaur Royal, the acclaimed Indian singer-songwriter, as its newest brand ambassador. Known for her soulful voice and distinctive musical style, Jasleen Royal has captured the hearts of millions with hits like “Heeriye”, “Ranjha”, “Din Shagna Da” and “Love You Zindagi”.

Jasleen is a self-taught musician who has taken the Indian music industry by storm. Despite having no formal training in music, Jasleen Royal’s journey is a testament to her immense talent and dedication. She effortlessly combines singing and composing, often playing multiple instruments simultaneously, showcasing her versatility and creativity. Her ability to blend folk, indie, and contemporary genres has garnered widespread acclaim, making her a beloved figure in the Indian music industry.

Royal’s achievements include winning the Filmfare Award for Best Music Director in 2022 for the film Shershaah, being the first female music director to win the award and composing songs for movies including Shershaah (2021), Baar Baar Dekho (2016), Gully Boy (2019) and more.

As boAt’s brand ambassador, Jasleen Royal will embody the brand’s ethos of youthful energy, innovation, and passion for music. Her authentic connection with audiences aligns perfectly with boAt’s commitment to delivering high-quality audio experiences that resonate with consumers across India and beyond.

Commenting on the association, boAt co-founder and chief marketing officer Aman Gupta expressed excitement about the collaboration: “Jasleen Royal is not just a talented musician but also a cultural icon who represents the spirit of today’s youth. Her song “Heeriye” became a national sensation, establishing her as a force to be reckoned with. We are delighted to have her on board as our brand ambassador. Her unique style and widespread appeal will undoubtedly strengthen boAt’s connection with music enthusiasts and fans.”

Jasleen Royal shared her enthusiasm for partnering with boAt, saying, “I am thrilled to join forces with boAt, a brand that has revolutionized the audio industry with its innovative products. Music is a universal language, and I believe boAt’s commitment to delivering superior sound experiences aligns perfectly with my own passion for creating music that resonates deeply with listeners.”

With Jasleen Royal on board, boAt continues to reinforce its position as a frontrunner in the consumer electronics market, offering a diverse range of audio solutions that cater to the evolving needs and preferences of music lovers worldwide.

July 8, 2024
77 per cent citizens report high happiness levels in June 2024: Ipsos IndiaBus Happiness Monitor

Mumbai: How happy were Indians in June 2024? More happy or less? Interestingly, overall happiness levels have stayed constant and high in June wave at 77 per cent, like the previous month.

June wave shows that the cities and cohorts most happy were tier1 (88 per cent), east zone(85 per cent), north zone (84 per cent) and west zone (83 per cent) citizens; full time parents and homemakers (83 per cent), 45 plus age group (81 per cent), low education citizens (80 per cent), females (79 per cent), SEC A (78 per cent), SEC C (78 per cent), SEC B (77 per cent), males (76 per cent), employed – part time/ full time (78 per cent), tier 2 (76 per cent), 18-30 years (77 per cent) and 31-45 years (76 per cent), high education (74 per cent) among others.

Citizens dwelling in non-metros were happier (80 per cent) vis-à-vis those residing in the metros (71 per cent).

South zone residents continued to be the least happy, at 56 per cent. Do they feel excluded?

These are the findings of the Ipsos IndiaBus Happiness Survey, that is the monthly barometer of happiness of urban Indians.

Commenting on the findings of the survey, group service line leader, public affairs, corporate reputation, ESG and CSR Parijat Chakraborty said, “Largely, majority of Indians are happy, across cities, cohorts and age groups. For a growing, emerging market like India, it is understandable as people are happy and filled with hope and aspirations and are driven. Monsoons in several parts of the country could have worked as a mood elevator, amplifying happiness; more so after a hot and prolonged summer season. And non metros are seeing a lot of improvement in infrastrucure, with a manageable cost of living, making it conducive for the citizens to lead a comfortable life and be joyful.”

“Full time parents/ homemakers seem the happiest across all cohorts – spending time with children as they have their holidays and family, socializing/ outings and binge watching OTT at home, could be other reasons for their elevated happiness levels,” added Chakraborty.

Further, the survey showed, that in the June wave, urban Indians were the happiest about family (77 per cent) (minus two per cent), health (72 per cent) (minus two per cent), friends’ circle (70 per cent) (minus two per cent), economic conditions (66 per cent) (plus two per cent), colleagues/ business associates (68 per cent) (plus two per cent), employment/ work (65 per cent) (=), neighbours (65 per cent) (plus one), situation of the country (62 per cent) (minus one per cent), situation of the world 58 per cent (=).

“Happiness is not just a fleeting feeling. Different aspects of our daily life have a bearing on happiness and it manifests in our relationships, wellbeing, social network, work and other key areas,” said Chakraborty.

July 6, 2024
‘Maximizing Tax Savings with an ELSS Calculator’

Mutual funds can be a great way to grow your wealth over time, and the Equity Linked Savings Scheme (ELSS) is one of the most tax-efficient options. The Income Tax Act, of 1961 provides significant tax benefits under Section 80C for these schemes and high returns. However, using an ELSS calculator is important to maximize your investment returns. This calculator helps you make informed investment decisions, ensuring you get the most out of your money. Through this article, we will understand how to maximize tax savings with the ELSS calculator.

What is an ELSS Calculator?

ELSS calculator is an online tool that helps investors estimate potential returns from the ELSS investments. Investors can get a clear picture of how their investments might perform over time by entering various parameters, such as investment amount, frequency (lump sum or SIP), and expected rate of return.

How Does an ELSS Calculator Work?

An ELSS calculator assists in determining the potential returns from your investment in an ELSS fund, whether you opt for a Systematic Investment Plan (SIP) or a lump sum investment.

To use the calculator, you need to provide details such as the amount of investment, expected annual rate of return, duration of investment, and the frequency of investment if opting for SIP. After inputting this information, the ELSS calculator will display the projected value of your investment at the end of the specified tenure.

Calculating SIP Returns with an ELSS Calculator

A SIP (Systematic Investment Plan) allows you to invest a fixed amount regularly in an ELSS fund. The ELSS SIP calculator helps estimate potential returns on these regular contributions. To calculate the SIP maturity amount for your ELSS investment, you need to provide:

Fund Name: The specific ELSS fund you intend to invest in.

Monthly Investment Amount: The amount you plan to invest each month.

Investment Tenure: The total period you plan to stay invested, keeping in mind the mandatory three-year lock-in period for ELSS.

Calculating Lump Sum Returns with an ELSS Calculator

If you prefer a lump sum investment, where you invest a significant amount at once, the ELSS lumpsum calculator can estimate your potential returns. For this, you need to enter:

Fund Name: The specific ELSS fund you are investing in.

Lump Sum Investment Amount: The total amount you plan to invest initially.

Investment Tenure: The duration you wish to keep your investment in the ELSS fund.

The calculator then provides the estimated maturity value based on these inputs, helping you understand how your lump sum investment might grow over time.

Using an ELSS calculator, whether for SIP or lump sum investments, enables you to make informed decisions by providing a clear picture of potential returns. This, in turn, aids in effective financial planning and maximizing the benefits of your ELSS investments.

How Can an ELSS Calculator Help You?

Following are the ways an ELSS calculator can assist you:

Helps in estimating returns

The calculator helps you determine how much your investment could grow over a certain length of time by providing accurate estimations of prospective returns.

Comparative Evaluation

By comparing the possible returns from several ELSS funds, the calculator can assist you in choosing the well-performing one.

Comparison between SIP and Lump Sum

It helps you elect the investment approach that most closely matches your financial objectives by assisting you in understanding the returns that differ between investing through a lump amount and a Systematic Investment Plan (SIP).

Long-Term Wealth Depiction

The tool illustrates the potential for long-term wealth building in your assets by illustrating how money might increase over time with steady investment.

Maximizing Tax Savings with an ELSS Calculator

To make the most out of your ELSS investments and tax savings, consider the following tips:

Start Early: The power of compounding can significantly enhance returns. An early start means a longer period for your investments to grow.

Regular Investments: Using SIPs can average out market volatility and reduce the risk of investing a lump sum at the wrong time.

Review Annually: Reassess your investment strategy annually using the ELSS calculator to ensure you are on track to meet your financial goals.

Stay Informed: Keep up with market trends and fund performances to adjust your expectations and strategies accordingly.

Conclusion

ELSS calculators can assist investors in estimating potential returns and tax savings from ELSS investments. ELSS calculators can also provide investors with information about the performance of ELSS funds and their suitability for different financial goals. Investors can also compare ELSS funds with other mutual funds and with each other using the ELSS calculators available in the ELSS fund app. Robust ELSS calculators and individualised investment suggestions are provided by the popular Axis Mutual Fund App. The Axis Mutual Fund App’s user-friendly interface makes managing ELSS investments easy and effective.

Note: Views and opinions contained herein are for information purposes only and should not be construed as investment advice/ recommendation to any party or solicitation to buy, sell or hold any security or to adopt any investment strategy. It does not warrant the completeness or accuracy of the information and disclaims all liabilities, losses, and damages arising from the use of this information. The recipient should exercise due caution and/ or seek professional advice before deciding or entering into any financial obligation based on information, statement, or opinion expressed herein.

Past performance may or may not be sustained in the future. Mutual Fund Investments are subject to market risks; read all scheme-related documents carefully.
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July 5, 2024
Swiggy Instamart joins Mumbai’s world cup victory parade

Mumbai: Amidst the celebration of winning the T20 World Cup 2024, Swiggy Instamart, joined the celebration at the world cup victory parade for the Indian cricket team at Marine Drive in Mumbai yesterday.

The vibrant streets of Mumbai’s Marine Drive were painted in hues of orange as Swiggy Instamart’s delivery executives attended the event wearing its signature orange t-shirts to greet the Indian cricket team. Emblazoned with “Greatness, delivered” on their jerseys, Swiggy Instamart celebrated the joy of bringing the world cup back home for the first time since 2011 with millions of cricket fans at the parade. Additionally, 30 satin orange-themed banners proudly proclaimed, “Best delivery ever!” for the Indian cricket team, adding a striking visual element to the sea of blue.

Swiggy Instamart’s presence at the parade echoes its commitment to delivering both convenience and celebration to customers nationwide.

July 5, 2024
Zee Media Corporation Limited Promotes Chandan Kumar to Vice President Monetisation Sales

Chandan Kumar has been promoted as Vice Presidentmonetisation sales at Zee Media Corporation Limited. This significant elevation is a testament to Chandan’s exceptional expertise in digital monetization and his invaluable contributions to the company.

Chandan Kumar, a highly accomplished digital monetization expert, boasts an impressive 16-year career that spans media selling, planning, programmatic business, and the development of digital assets. His extensive experience and profound understanding of the digital landscape have established him as a pivotal figure in the industry.

Throughout his career, Chandan has collaborated with some of the most prestigious digital media houses, including Times, Rajasthan Patrika, Zee Entertainment, and Zee Media. His work with these renowned organizations has solidified his reputation as a leading expert in digital monetization.

One of Chandan’s most notable achievements is his exceptional proficiency in building revenue models for both corporate and retail businesses. His expertise in this area has enabled him to develop and implement effective strategies that optimize revenue generation. In addition to his work with large corporations, Chandan has successfully pioneered new media solutions for retail SMEs (Small and Medium Enterprises) as well as international business segments. These innovative approaches have led to significant incremental business growth.

Chandan’s ability to navigate the ever-evolving digital landscape and identify opportunities for revenue growth is a testament to his expertise. His adaptability to changing market trends and implementation of effective strategies have played a crucial role in his sustained success. His keen business acumen and strategic vision have consistently driven revenue growth for the organizations he has been associated with.

Commenting on his promotion, Chandan Kumar said, “I am honored to take on the role of Vice President at Zee Media Corporation Limited. This promotion is a reflection of the collective efforts of my team and the trust placed in me by the organization. I look forward to driving further innovation and revenue growth in our digital platforms.”

Chandan Kumar’s impressive track record as a digital monetization expert showcases his strong business acumen and ability to drive revenue growth for various businesses. His contributions to the industry have made a significant impact on the success of the organizations he has worked with, solidifying his status as an invaluable asset in the field of digital media.

July 5, 2024
Buffalo Soldiers unveils butterflAI

Mumbai: Buffalo Soldiers, the award-winning creative agency with a digital heart, known for its innovative storytelling and disruptive marketing solutions, proudly announces the launch of butterflAI, a game-changing influencer management platform designed to transform the way brands connect with influencers.

butterflAI stands out in the crowded influencer management space with its unique and powerful features that provide unparalleled value to brands and influencers alike. The platform offers:

1. Advanced influencer discovery: Gain access to a vast and diverse database of influencers with sophisticated filtering options. Whether you’re seeking micro-influencers or macro-influencers, butterflAI helps you find the perfect match for your brand with ease.

2. Seamless campaign management: Experience end-to-end solutions with AI-powered automation that simplifies campaign management. From planning to execution, butterflAI ensures that every campaign is efficient, effective, and engaging.

3. Real-time analytics: Leverage in-depth, customizable dashboards to track the performance of your campaigns. Make informed, data-driven decisions with real-time insights and comprehensive analytics. With butterflAI, you can also monitor affiliate links and track with URL shortening.

4. Robust integrations: Enhance your campaigns with seamless integration capabilities across multiple platforms and tools. butterflAI’s robust integrations extend the functionality and reach of your influencer marketing efforts.

5. Fraud detection: Say goodbye to fake followers! butterflAI’s AI-backed system diligently scans and flags potential fake followers, ensuring that your campaigns achieve authentic reach and engagement.

“One of the biggest problems in the influencer industry is streamlining marketing campaign execution. At butterflAI, we have managed to not only solve that problem but ensure that any client partner or brand manager can manage and automate the entire process of influencer marketing campaigns,” said Buffalo Soldiers co-founders & CEO Sumon K Chakrabarti. “butterflAI is more than just a tool; it’s a significant advancement in the influencer marketing landscape. Our mission is to empower brands and influencers to create genuine connections that drive real results. With butterflAI, we’re making influencer marketing smarter, more efficient, and more impactful than ever before.” Chakrabarti added.

With more than 200 million discoverable influencers across India, butterflAI’s Advanced Influencer Discovery tool allows brands to access a comprehensive database of influencers, from niche micro-influencers to well-known macro-influencers, all with detailed filtering options. This feature ensures brands find the perfect influencers who align with their values and target audience.

One of the standout features of butterflAI is its advanced Fraud Detection system. In an era where authenticity is key, butterflAI’s AI-backed system scans and flags potential fake followers, ensuring brands connect with real audiences and achieve genuine engagement.

Co-founder & head of delivery Arnab Kundu emphasized the platform’s advanced features: “In today’s digital age, authenticity is paramount. With our sophisticated fraud detection capabilities, butterflAI ensures that brands are engaging with genuine influencers and reaching real audiences. We are excited to see the transformative impact this will have on our clients’ campaigns.”

Kundu added: “And at Buffalo Soldiers, while we invest in people, we remain steadfast in our commitment to deliver on MarTech innovations.”

Honored with the “The Rising Maverick Agency Award 2023”, Buffalo Soldiers have been investing in Mar-Tech since 2023. In the third quarter of 2023, they launched the programmatic ads capability with our platform leAD.

The agency also launched their in-house production house Eating Potatoes, that won several awards in 2023 with their first short docu-drama – Never Ask Why – across global film festivals.

To learn more about butterflAI and to sign up for a demo, visit butterflai.live.

July 5, 2024
“We’re not bound by traditional methods.”: Tanmay

Mumbai: In digital marketing, where creativity meets strategy, Numb3r Impact Agency emerges as a trailblazer. Founded by Rishi Kishnani and Tanmay Bahulekar in January 2024, this agency isn’t just another player in the field—it’s a visionary force reshaping how brands connect with audiences.

Imagine a realm where audio and video converge seamlessly to tell compelling stories and drive measurable results. That’s the essence of Numb3r Impact Agency, where Rishi’s extensive background in national content creation meets Tanmay’s prowess in video-led solutions. Together, they’ve forged a path away from traditional digital norms, opting instead for a video-first approach that resonates deeply with clients across diverse sectors.

By focusing on tailored, hyperlocal content strategies and embracing new-age tools, they deliver impactful campaigns that resonate across diverse client sectors. Their innovative use of technology and commitment to storytelling ensure Numb3r Impact Agency stands out as a dynamic force in the advertising industry.

Indiantelevision.com caught up with the Numb3r Impact Agency co-founders of Tanmay and Rishi to know more about their agency and its strategies

On the launching of Numb3r Impact Agency and inspiring its founders to integrate audio and video dynamics into their approach

Tanmay: Numb3r stepped up as a force in January 2024. It wasn’t just about blending audio and video. Rishi brought creative leadership skills from a national perspective, and I had operational execution skills.

Rishi: Also, we decided not to go with the conventional methods used by digital agencies. Our video-first approach is unique and is working wonders for our clients.

On Numb3r Impact Agency achieving significant reductions in customer acquisition costs within six months

Tanmay: It’s about turning conversations into conversions (C2C). We create lean, adaptable content for all forms of online distribution, focusing on engagement and efficiency.

Rishi: And it’s not just about the numbers. We nurture our team to ensure they have the creativity and support to innovate, which is a huge part of our success.

On the strategies that Numb3r Impact Agency employed to demonstrate strong performance across diverse clients

Rishi: We tailor strategies to each brand’s core values and goals. This bespoke approach ensures we deliver impactful results across various sectors.

Tanmay: Using new-age tools, we create hyperlocal content that speaks directly to the audience in their language, driving deeper engagement.

On Numb3r Impact Agency tailoring its marketing strategies to meet the varied needs of clients

Rishi: We dive deep into each client’s vision, creating strategies that align perfectly with their goals. This ensures effective and resonant campaigns.

Tanmay: Our tool-driven approach allows us to scale content and speak to audiences in a hyperlocal context, making our strategies versatile and effective.

On the unique qualities or experiences, the partners at Numb3r Impact Agency bring that differentiate them from traditional agency backgrounds

Rishi: My radio background provides a fresh perspective on storytelling, while Tanmay’s video expertise ensures we’re always ahead in visual engagement. Together, we’re a powerhouse. And we’re not traditional digital advertising; our blend of creativity and strategy sets us apart.

Tanmay: We’re not bound by traditional methods. Our innovative use of technology and creative approaches set us apart.

On the challenges Numb3r Impact Agency faced in transitioning from unconventional origins to achieving rapid success in the advertising industry

Rishi: Starting from a chance encounter to forming a major partnership was challenging. But our combined skills and the trust from Concept Group propelled us forward. And remember, it’s all about the people. Our team’s creativity and dedication are our greatest assets.

Tanmay: Scaling quickly required robust processes and smart use of new-age tools. It was tough, but our tech-driven approach made it possible.

On Numb3r Impact Agency integrating video-led narratives into their strategy to achieve deeper audience engagement

Tanmay: Every strategy starts with a video. We create compelling stories that captivate audiences, ensuring our clients’ messages hit home.

Rishi: We also create content for ourselves—podcasts, documentaries, music videos—because at our core, we’re a bunch of creative chaps who need to stay stimulated and ahead of the curve.

On the combined strengths in audio and video dynamics enhancing Numb3r Impact Agency’s ability to innovate in the advertising industry

Rishi: Our audio and video expertise allows us to craft multi-dimensional campaigns. This unique blend gives us an edge in creating innovative, engaging content. Plus, our success with major brands and becoming a national agency in under six months shows our approach works.

July 4, 2024

Kantar launches edition four of its Creative Effectiveness Awards India

Mumbai: Kantar, the world’s leading marketing data and analytics company tested more than 12,000 creatives for its clients around the world in 2023. Over 11 per cent (1,400 plus) of those creatives were tested in India. Today, Kantar unveils the ads that were most effective and creative across India in 2023.

What makes these awards unique is that consumers are the jury. As people control a brand’s fortunes through their spending power, their voice decides what is effective advertising. The India report shortlists close to 300 ads, tested across categories, markets, TG’s and media channels.

The winners list has doubled from last year, with Kantar awarding 10 standout performers in the television ads category and four in the Digital ads category.

Television categories include food & beverage, home care, personal care, services and unstereotype. New categories introduced include ‘Original Creatives for South’, ‘Adaptations for South’, Most Creative & Effective TV Ad (overall) and Most Consistently Effective Advertiser. Creatives for Digital continue to grow this year as well, with Kantar awarding standout performers in four categories- three based on ‘Ad Length’ format and one for the Most Creative & Effective Digital Ad, for bringing to life the exciting storytelling possibilities in the digital world.

All ads exemplify essential characteristics of being creatively engaging and landing persuasive stories that enhance brand sales.

Kantar Creative Effectiveness Awards India 2024 winners:

Award Type	Category Type	Corporate	Creative Agency	Brand	Creative
CATEGORY AWARDS	Food & Beverage	Mondelez	Ogilvy	Choco Chips	Chhote Chhote Cadbury
	Home Care	Hindustan Unilever	Ogilvy	Surf Excel Easy Wash	Surf Excel Gokul
	Personal Care	Colgate-Palmolive India	Ogilvy	Colgate Max Fresh	Doctor
	Services	Fashnear Technologies	Moonshot	Meesho	Sahi Quality Sahi Price
	Original Creatives for South	Godrej Consumer Products	Godrej Lightbox	Godrej Fab	Politician
	Adaptations for South	Zydus Wellness Products	McCann Worldgroup	Complan	Strong Motherhood
UNSTEREOTYPE AWARDS	Unstereotype- Male	Hindustan Unilever	Lowe Lintas	Vim Liquid	Masala Kadhi Pakoda
UNSTEREOTYPE AWARDS	Unstereotype- Female	Hindustan Unilever	Ogilvy	Dove	Dafoe Y2
DIGITAL AWARDS	Under 15 seconds	Eicher Motors	In-house	Royal Enfield Bullet 350	Bullet Meri Jaan \| RE Bullet 350
	Between 15-30 seconds	Delightful Gourmet	Tilt Brand Solutions	Licious	Juicy. Delicious. Must be Licious!
	Over 30 seconds	Tata Group	In-house	Croma	Bahana
OVERALL WINNERS	Most Creative & Effective TV Ad	Hindustan Unilever	Ogilvy	Ponds Dream Flower	DDLJ
	Most Creative & Effective Digital Ad	Nestle	McCann Worldgroup	Maggi	Maggi Occasions – Rain Moments
	Most Consistently Effective Advertiser	Hindustan Unilever	–	Surf Excel	–

Commenting on this year’s findings, Kantar MD & chief client officer- South Asia, insights division Soumya Mohanty said, “Earlier this year, Kantar launched the Blueprint for Brand Growth– a breakthrough understanding of how businesses build strong & profitable brands. One of the growth accelerators for building strong brands is to pre-dispose more people. Great advertising builds pre-disposition and loads the dice in favour of the brands. Creative content can and should punch above its weight”.

Key highlights from this year’s report:

1. Learnings from Kantar’s blueprint for brand growth indicate that great advertising is rocket fuel for building predisposition: growing meaningfully different brands in a more effective and efficient way. Creative quality, second only to brand size, greatly influences campaign profitability, with double the impact that reach does on brand salience.

2. Kantar research emphasizes that ads must persuade and convey messages that are novel, credible, relevant, and different to enhance short-term sales. But high-quality ads, which leave a lasting impression, generally perform well in both short-term sales and long-term brand-building (Kantar LINK database), thus reducing the need to spend money on performance marketing.

3. Beyond brand recognition, generating a strong emotional response is key, because emotion helps build strong memory structures, and most advertising effects are not immediate. Emotion plays a critical role in effective creative- and not just in TV content.

Ad learnings from 2023:

1. Make purpose personal: 65 per cent of Indians will buy brands that stand for something they can identify with. While purpose or value led creatives open possibilities for highly emotively engaging creatives, the effective ones execute it in a manner such that it becomes personal to the consumers.

2. License to surprise: Consumers are open to original creative ideas- ones that are hyper creative or break existing category codes. The reward for the brand lies in the ability to integrate the persuasive and meaningful impressions into the creative idea. Pre-testing helps identify the possible risks of comprehension and resonance.

3. Going native: Only 28 per cent Indians (vs Global average 75 per cent) have watched any ‘foreign’ content. Over 25 years of Kantar Link ad evaluation reveal a striking truth- ad transference across Indian regions is just about a third. This challenges the assumption that a single pan-India creative approach, even with universal and validated consumer insight, will yield positive returns on objectives. Brands are now refreshingly taking on the challenge and opportunity of engaging the Southern consumers differently from Hindi-speaking markets. Investing in original creatives, by going native on multiple dimensions- insights, creative idea & treatment and execution ensures maximizing of reward for the brand.

4. Go deep & wide: The most efficient route to optimize budgets for creating ads that effectively crossover the transference challenge across many India’s, is to create regional adaptions by playing with backdrop, celebrity, casting, product window visualization, slogan etc. Go deep and wide is about taking a campaign pan India by starting with a pan India insight, creative idea & treatment but execute with some nativity elements to amplify the resonance with the regional markets. Pre-testing helps to identify whether the mix of insight, story & elements work together as intended and identify opportunities for improvement.

5. Embed the brand: The value of creativity starts with the brand. While executional elements like distinctive brand assets and consistency in advertising style are undeniable aids in ensuring that the brand takes credit for the impressions left behind by the creative, it’s potential is amplified when the brand is integral to the story.

**In our top quartile ads compared to the bottom quartile ads, we observed more consistency (plus 49 per cent), greater use of established branding devices (plus 14 per cent), and the inclusion of related music (plus 26 per cent).

6. Weave in the product story: Executions that can creatively integrate the specific competitive reasons to consider the brand into the narrative tend to be impactful. The role of creativity is thus not just to entertain but also leave behind vivid impressions that make the brand more meaningful to the consumers.

7. Specific learnings for the digital landscape:

a. Precision targeting is officially giving way to mass media avatar of Digital and there’s an increasing recognition of the importance of brand marketing on digital platforms. Creative Quality getting increasingly critical for ensuring ROI for digital- could unlock 35 per cent plus incremental sales per impression.

b. Effective content on TV does not automatically mean success in digital – Ads that perform well in TV have only a 50 per cent chance of performing well in digital.

c. Emotional resonance significantly enhances digital advertising’s impact on brand building. Ads that evoke stronger emotions are 3.3x more likely to drive long-term brand equity and 2.75x more likely to generate impact compared to those with weaker emotional connections.

Kantar head of creative domain & executive vice president- South Asia, insights division Prasanna Kumar added: “Truly creative ads are the ones that are effective. The journey from being just creative to being effective starts by including your key stakeholders – your target consumers, into the process by pre-testing your ads. This year we have seen some original creative ideas shine through by ensuring that they have brand and consumer at their heart.”

**Source: India TV Link database ’23

July 4, 2024