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Category: MAM

  • IPL Biologicals appoints cricket legend Yuvraj Singh as brand ambassador

    IPL Biologicals appoints cricket legend Yuvraj Singh as brand ambassador

    Mumbai: IPL Biologicals Ltd, a leading agro-biological company, has appointed the cricket maestro Yuvraj Singh as the company’s first-ever brand ambassador. This partnership signifies the next growth phase for IPL Biologicals, aligning with the company’s recent rebranding and its groundbreaking Microbot Technology introduction, marking a significant milestone in its 30-year journey of excellence and growth.

    As a multiformat world cup champion known for his unparalleled resilience and triumphs on and off the field, Yuvraj Singh’s inspiring journey resonates deeply with IPL Biologicals’ commitment to overcoming challenges and promoting growth by providing biological solutions to farmers.

    “I am thrilled and honoured to be associated with IPL Biologicals, the company shares my values of resilience, growth, and empowerment. I am excited about the possibilities this partnership holds and look forward to making a meaningful difference in the lives of farmers worldwide by providing microbiological solutions”, said the ace cricketer Yuvraj Singh.

    IPL Biologicals Pvt. Ltd. president Harsh Vardhan Bhagchandka said, “We are delighted to welcome Yuvraj Singh to the IPL Biologicals family as our first brand ambassador. Yuvraj’s remarkable journey inspires us, and his association with our brand marks the beginning of an exciting chapter in our expansion journey. We are excited about the possibilities this partnership brings and look forward to sharing many more exciting developments in the future.”

    IPL Biologicals Ltd. specialises in biological solutions for agriculture; and has the widest portfolio of bio-fertilisers and bio-pesticides with over 60+ products for disease and pest management, plant nutrient & health management, and soil management. These products are renowned for high quality and efficacy. The IPL Biologicals Research & Development Centre has a world-class infrastructure focused on research and technology with 48 scientists, microbiologists, and agronomists. The company has a most modern completely integrated manufacturing plant with Class- D contamination control facilities as per the latest ISO standards.

    As IPL Biologicals sets its sights on future expansion and continued innovation, the strategic partnership with Yuvraj Singh represents a fusion of passion, determination, and boundless potential. The company is on a journey to make a profound impact on the agricultural sector, driving sustainable growth and prosperity for generations to come. 

  • BSH Home Appliances India appoints Pinaki Gupta as Head of Brand Marketing

    BSH Home Appliances India appoints Pinaki Gupta as Head of Brand Marketing

    Mumbai: BSH Home Appliances Pvt. Ltd., a subsidiary of BSH Hausgeräte GmbH, a global leader in the home appliance industry has appointed Pinaki Gupta as the Head Brand Marketing. With over 19 years of extensive experience in brand marketing across diverse sectors, Pinaki brings a wealth of expertise and a proven track record of driving successful brand strategies to his new role.

    In his new capacity at BSH Home Appliances, Pinaki will lead the charge in crafting innovative brand strategies for the distinguished brands Bosch, Siemens, and Gaggenau, all housed under the BSH umbrella. His role includes bolstering BSH’s presence in the premium home appliances market in India, amplifying the brands’ share of voice, and elevating their brand image to new heights.

    Before joining BSH Home Appliances, Pinaki held key positions in reputable organizations including Kansai Nerolac Paints Limited, Mahindra & Mahindra Ltd, Lifestyle International Pvt Ltd, Arvind Ltd, and Nilkamal Ltd. His most recent role at Nilkamal Ltd saw him at the helm of preparing and executing strategic roadmaps for the brand across a diversified portfolio of product offerings. He spearheaded the repositioning of the Nilkamal brand and designed a new brand architecture in alignment with the brand philosophy, showcasing his strategic vision and leadership.

    Pinaki’s appointment marks a pivotal moment for BSH Home Appliances India as the company embarks on an exciting journey of growth and innovation in the Indian market. With his wealth of experience and strategic prowess, Pinaki is poised to drive BSH’s brand marketing efforts to unprecedented success.

    Commenting on his new role, Gupta said, “I am delighted to join BSH Home Appliances, a globally renowned brand known for its innovation and high quality customer centric premium home appliances. I look forward to collaborating with the talented team and leveraging my experience to further elevate the legendary brands Bosch, Siemens, and Gaggenau.  Together, we will strive to enhance the brand experience for our customers and reinforce our position as leaders in the premium and luxury home appliances segment.”

  • Appliances – The future

    Appliances – The future

    Mumbai: Home appliances are revolutionising domestic life. They are now offering seamless connectivity and advanced automation for enhanced convenience and efficiency. With advancements in smart technology, expect more and more appliances that seamlessly integrate into interconnected homes, offering unprecedented automation and customization.

    More and more manufacturers and consumers are beginning to focus on appliances that can reduce energy and water waste. The newer generation of consumers is extremely eco-friendly and much more mindful of the problems of the planet.

    From my over three decades of experience handling electronics, mobiles and appliances and studying current trends, I believe two key technologies are likely to shape the future of home appliances more and more – a) Combination of AI and IOT, and b) Brushless Direct Current Motors (BLDC)

    Most smart devices are based on a combination of AI and IOT technologies. Such technologies make it easy for consumers to communicate with the devices remotely. One’s home lighting or AC can  turn ‘ON’ automatically before one returns home, or our smart fan can adjust its speed per our customized settings during night-time. All such features are the gift of these modern-day technologies.

    Brushless direct current motors end up saving a lot more energy. Since these motors are brushless, they utilize maximum power without wasting energy in the form of heat. Therefore, they provide more output than traditional home appliances.

    Gesture control and voice activation is also the way forward.

    Right from big to small home appliances, consumers are looking for smart devices for a smooth and easy user experience. From smart fans to mixer grinders and coffee machines to body care appliances, AI is integrated into many devices to give scalable and personalized experiences to consumers.

    With increased awareness regarding environmental issues, it is imperative that technology start focusing on energy-efficient and sustainable appliances. The power consumption of energy-star-rated appliances is less, and so are the green-house gas emissions. One gets to see a lot of advancement in the material and design of appliances. However, much more care needs to be taken to reduce the environmental impact of disposal and manufacturing.

    As technology advances and startups continue to disrupt the space with innovative products, the trend of smart appliances will only gain momentum. Larger companies will follow suit, and smart appliances will eventually become a staple in homes worldwide. For tech-savvy individuals, working couples with busy schedules and small families, smart appliances will provide valuable assistance without the need for hiring expensive help.

    The ultimate vision is a fully automated home, where smart appliances collaborate seamlessly to manage chores and daily tasks independently and revolutionize our lives. From managing our energy consumption to optimizing cooking processes, these innovative devices enhance convenience and efficiency. Embracing the era of smart appliances promises a future where household chores are effortlessly managed, leaving us with more opportunities to enjoy life to the fullest.

    Premiumization is a trend which is gaining global momentum, be it in housing, cars, appliances, mobiles, electronics or any product category. There is a certain percentage of users who are not shying away from paying extra for better experience, convenience, connectivity and energy efficiency. As newer and more energy-efficient products emerge, not only is there a growing new market, there is also a strong replacement market for older appliances.

    Over the long term, caution needs to be exercised as premiumization may turn out to be a difficult strategy to keep up forever.

    Industry stakeholders will need to debate between sustainability and technology leadership strategies in the appliances market. Sustainability is not only a buzzword; it is everyone’s responsibility to save our planet for future generations. Hence, many manufacturing industries keep this in mind while designing their products, and consumers prefer to buy sustainable products because of the increase in awareness.

    Sustainability is no longer optional for companies if they want continued access to markets. Many countries are mandating that manufacturers comply with carbon mandates. This is done to prevent companies from outsourcing their carbon footprint.

    The EU’s Carbon Border Adjustment Mechanism (CBAM), coming into force in 2026, will require importers to the EU to purchase certificates to cover the cost of their emissions at the same level as EU manufacturers.

    However, strangely the appliance industry is still largely focused on selling hardware. Service, as understood in this industry, typically means the maintenance, repair or replacement of appliances.

    I believe this relationship needs to be re-looked at seriously. It should be focused on specific services that consumers want, such as personalized health and enhanced experiences. Investing in services requires a different mindset and business model. An entire ecosystem of partners and delivery systems, payment systems could be built. Instead of one-off sales, for premium products, services could typically come through a subscription-based plan, with recurring payments and services via mobile apps. The new generation is already used to such models via their mobiles.

    Services also have the specific benefit of being highly profitable and are recurring. Nobody looks forward to their next appliance repair.

    There are many brands which operate and sell under one global brand name, while some organizations opt for multiple brands under their umbrella. There is no right or wrong answer. It depends on the context and the strategic direction and the tactics which are used on the ground to enable companies to maximize the benefits of whatever direction they choose.

    For now, the low-to-mid category brands and new entrants have to re-work their strategies while giving initial push through online channels and also targeting smaller towns.

    Competition from unorganised players will always pose a significant challenge for consumer durables brands. In this particular category, after the growth of online, gray players often offer low-cost alternatives imported from other countries with untested quality standards. These players undercut companies that adhere to quality standards. Such products pose a major hazard and risk.

    All in all, the next few years look good though margins will remain under pressure and inflationary pressures may slow-down the growth of premiumisation.

    The article has been authored by consultant director, SSGM UAE board member, UAE superbrands council member, HBR advisory council, TiE Dubai charter member – Niranjan Gidwani.

  • Mahindra, Santanu Hazarika & Nought One collab to showcase XUV 3XO inspired streetwear collection

    Mahindra, Santanu Hazarika & Nought One collab to showcase XUV 3XO inspired streetwear collection

    Mumbai: Mahindra & Mahindra Ltd, India’s leading SUV manufacturer, has  teamed up with artists Santanu Hazarika and Abhishek Paatni of Nought One to showcase a streetwear collection that draws inspiration from the design and colours of the Mahindra XUV 3XO. The collection was introduced at the XUV 3XO ‘Tech Fashion Tour’, an exhibit property,  held in Mumbai, showcasing Mahindra’s innovative approach to connecting with new-age customers.

    Design elements from the XUV 3XO, like its distinctive diamond inserts and logo, have been creatively adapted into the apparel, linking the pieces directly to the SUV’s aesthetic. This  collection is targeted to attract young consumers who appreciate both modern fashion and  innovative car design.

    Mahindra & Mahindra Ltd chief design and creative officer Pratap Bose said, “Today, we are  excited to showcase a collection that brings together our passion for innovation across our authentic  SUV range with the dynamic world of fashion. The new XUV 3XO is the latest expression of Mahindra’s HEARTCORE Design philosophy. Designed to stand out from the crowd, the XUV 3XO takes the  premium compact SUV to new heights of design, technology, and innovation. This collection not only  reflects the bold and distinctive features of the XUV 3XO but also complements the lifestyle and values  of our younger consumers. Through this collaboration with Santanu and Nought One, whose work is  always at the cutting edge of design and fashion, we are reaching out to new audiences and exploring  new forms of expression.”

    Santanu Hazarika and Abhishek Paatni said, “We are thrilled to partner with Mahindra on this  unique project. This collaboration with the XUV 3XO is a perfect blend of our streetwear aesthetic with  the standout design of this modern SUV. It’s an exciting challenge to translate automotive innovation  into fashion, and we believe our customers will appreciate the creativity and authenticity behind each piece. This partnership reflects futuristic, functional clothing which blends with the aesthetics of the  new age and a progressive future.”

    This collaboration with Santanu Hazarika and Abhishek Paatni represents a new direction for  Mahindra, connecting with a broader audience through fashion and lifestyle.
     

  • Off-field insights into Smriti Mandhana in Femina’s May 2024 issue

    Off-field insights into Smriti Mandhana in Femina’s May 2024 issue

    Mumbai:  From a nine-year-old enthused about the sport to becoming one of India’s most celebrated cricketers, Smriti Mandhana’s story is an inspiration. In the May 2024 edition of Femina, Smriti candidly reflects on her challenges, her unwavering dedication to the sport, and the dreams that continue to drive her forward. In the Cover Story, the sportsperson fondly recalls the day she was able to fulfil her promise to buy a house for her family, expressing gratitude that her beloved sport, cricket, made it possible. Despite her incredible success, she comes across as grounded and focused. Whether hitting a century or walking out for zero, she is known to maintain a stoic demeanour, though the last few years have taught her to be empathetic towards the young team members she leads and mentors.

    Reflecting on her passion for cricket, Smriti shared, “I think I’ve always loved cricket, (and) like any other kid, I loved batting more than (the rest of) the game. I understood later, of course, that there is a lot more to cricket than just batting but, as a kid, I would just hit a hanging ball or play gully cricket.”

    Speaking about her family she revealed, “We come from a very humble background. Today, when I see my parents happy and the life that they’re living, I feel happy about everything that has come with cricket.”

    She added that she has gleaned life lessons from the game: “The best part about cricket is that it is a great leveller; you always start from zero. Whether you score a hundred or you have a bad match today, tomorrow you just start from the bottom again. Take that lesson to every aspect of life and you will know what to do next.”

  • This World Whisky Day, taste four exquisite highballs from whisky traditions around the world

    This World Whisky Day, taste four exquisite highballs from whisky traditions around the world

    Mumbai: In its thousand year journey across the globe, whisky has been adopted and loved by people all  over the world. So much so that almost each region has its own unique historic tradition of  distilling and drinking the spirit. And with the versatile whisky highball style of drinking being a worldwide favorite, we’ve compiled a list of the most delightfully unique whisky highballs you can  enjoy and take your tastebuds on a trip around the world. Whether it is the delicious and complex  flavors inspired by the American highball tradition, or the light and smooth taste of the Japanese  whisky culture, here are some top highball recipe guides to enjoy this World Whisky Day.

    1. The American-style New York Highball

    This classy highball encapsulates the rich and exciting journey of life  

    in the Big Apple with its vivid colors. The two-toned aesthetics of the  

    drink accentuate the allure of this highball, which is served with  

    DEWAR’S whisky at the bottom and topped with red wine.

    Ingredients:  

    ● 60ml DEWAR’S 12 Year Old Scotch whisky

    ● 25ml fresh lemon juice

    ● 25ml sugar syrup (1:1 sugar to water by weight)

    Steps:

    ● Add DEWAR’S whisky, lemon juice, and sugar syrup to a chilled highball glass with ice and stir to chill

    ● Top off with ~45ml of chilled soda water

    Take a spoon and put it over the drink with the bottom just touching the liquid and pour red  wine into the spoon so it floats on the top of the drink

    ● Garnish with a lemon or orange twist

    2. The French-style Elderflower Highball

    A refreshingly floral drink that perfectly captures the aesthetics and flavors of the French  printemps season, this highball brings together the bold flavors of DEWAR’S whisky with the  delicate accents of elderflower. Perfect to brew up for a relaxed Sunday brunch, or to make your  next date night extra special, it exudes delicacy and sophistication for those who enjoy their  refreshment with a touch of springtime.

    Ingredients:  

    ● 60ml DEWAR’S 12 Year Old Scotch whisky

    ● 15ml lemon juice

    ● 15ml elderflower syrup (Monin or other brand)

    Steps:

    ● Add ingredients to chilled highball glass, add ice, stir to chill and combine

    ● Top off with ~90ml of chilled soda water

    ● Garnish with your choice of edible flower

    3. The Indian-style Jamun Highball

    This marriage of whisky and jamun in a highball cocktail has a  

    quintessentially Indian connection. The aromatic and zesty flavors of jamun stands in strong juxtaposition to the smooth and layered flavor of DEWAR’S 12 Year Old  Scotch whisky in the highball – blending together to create a uniquely delectable cocktail with a  kick.

    Ingredients:

    ● 60ml DEWAR’S 12 Year Old Scotch whisky

    ● 25ml Jamun Syrup

    ● 15ml Lemon Juice

    ● Top with Soda

    Steps:

    1. Layer the whisky, jamun syrup, and lemon juice in a highball glass

    2. Fill it with ice and stir till chilled

    3. Top off with more ice and soda.

    4. Garnish with a lemon wedge or wheel

    4. The Japanese-style Green Tea Highball

    Encapsulating the essence of Japanese cocktail culture, the Green Tea Highball is built on a  harmony of flavors and meticulous craftsmanship. The subtle taste of green tea blends  seamlessly with the smooth and nuanced profile of DEWAR’S 12 Year Old Scotch whisky – creating an intricate combination of flavors that is further enhanced by the effervescence of soda  in the highball mixture.

    Ingredients:  

    ● 60ml DEWAR’S 12 Year Old Scotch whisky

    ● 5ml Lemon Juice

    ● 10ml Sugar Syrup

    ● 60ml Green Tea

    Steps:

    1. Take 12 green tea bags steeped in 500ml hot water for not  more than 30 seconds. Chill it once ready.

    2. Add the chilled green tea to all the other ingredients in a  highball glass

    3. Fill it with ice and stir till chilled

    4. Top it off with more ice and soda

    5. Garnish with a pineapple leave or a lime wheel

    5. Golfer’s Shot 18 Hole Whisky

    Golfer’s Shot 18 Hole Whisky by Alcobrew Distilleries is a perfectly blended imported Scotch malt and finest Indian grain whiskies, and matured malts aged in oak casks. The palate is enhanced by lovely apricot notes, as well as overtones of dry sherry and buttery butterscotch. This incredible trip concludes with a lengthy, woody aftertaste with aromas of cinnamon and the refinement of matured malts aged in chosen oak casks. Crafted by the Master Blender, this one-of-a-kind mix combines the peak of Scotch malts with Indian counterparts, as well as grain spirits, all aged in meticulously selected oak barrels. The ultimate result is a magnificent elixir designed for the discerning connoisseur and trendsetter, demonstrating the Blender’s daring in pushing limits.

    Below image is the reference for its receipe

    Golfer's Shot 18 Hole Whisky

  • FlowerAura & Tinder Mixers partner for a Floral Fusion workshop

    FlowerAura & Tinder Mixers partner for a Floral Fusion workshop

    Mumbai: FlowerAura, the leading online gifting platform in India, is pleased to announce its collaboration with Tinder Mixers scheduled to be held on the 18 and 25 May 2024 in Delhi and Mumbai, with Bengaluru and Hyderabad soon to follow; the much-anticipated event promises to be an evening of creativity and fun as it offers attendees an opportunity to connect with new people while indulging in the artistry of arranging flowers and crafting cocktails.

    Tinder Mixers bring like-minded people together in an offline social setting to discover new experiences and always leave with a good story. One such discovery offered within the mixer is Floral Fusion created by FlowerAura. The workshop offers floral bouquet crafting as well as a flower-infused cocktail-making session. This workshop adds a new dimension to the clutter-breaking engagement that Tinder Mixers are known for; a relaxed, indoor environment where attendees can explore their creative sides all while associating with new.

    Sharing his thoughts on the partnership and upcoming event, FlowerAura co-founder Shrey Sehgal said, “We are thrilled to partner with Tinder, one of the leading dating platforms, for the upcoming event, Tinder Mixers. FlowerAura, as purveyors of floral elegance, understands the parallels between new blossoming connections and their expression through flowers, as every flower tells a unique story. Through our meticulously crafted floral arrangements, we seek to capture the essence of these connections, and with this collaboration, we aim to celebrate the myriad expressions of human emotions. Together with Tinder, we unveil an enchanting flower arrangement workshop, a celebration of newfound experiences, affection, and the power of human connection. Our immersive flower arrangement workshop will guide people towards meaningful conversations and connections that have the potential to last a lifetime.”

    The event is limited to 40 people and is exclusively curated to offer them the best time, this includes two complimentary cocktails to kick-start the evening, two complimentary appetizers to satisfy your taste buds, and all the necessary ingredients for the workshop, ensuring a seamless and enjoyable experience for all participants.

    Tickets for Tinder Mixers are now live, so don’t miss your chance to be a part of this unforgettable event.

    For Delhi Tickets: https://insider.in/tinder-mixers-delhi-may18-2024/event

    For Mumbai Tickets: https://insider.in/tinder-mixers-mumbai-may25-2024/event

  • Ipsos acquires Crownit

    Ipsos acquires Crownit

    Mumbai: Ipsos, one of the world’s leading market research companies, announces the acquisition of Crownit. This company provides a mobile and online panel and data collection platform, giving access to India’s largest community of consumers across 40 cities.

    Crownit’s mobile-first strategy empowers Ipsos to digitize a large part of its offline research capabilities, leveraging India’s increasing mobile penetration to reach a broader spectrum of socioeconomic groups. This approach enhances digital sample representativeness, resulting in faster, high-quality data collection and improved efficiency.

    Ipsos CEO Ben Page commented: “This acquisition marks a significant step in expanding Ipsos India’s data collection capabilities, by shifting from traditional offline methods to a more agile and efficient online approach, and by improving data quality and security. It supports our growth in India, enabling us to reach a wider audience and to gather more robust insights for our clients.”

    Crownit CEO Sameer Grover added: “Joining the Ipsos family is an important milestone for our company. We are excited to leverage our mobile-first platform and expertise to enhance Ipsos’ data collection capabilities and support their vision of the future of market research in India. We are excited to serve our clients with combined strengths of Ipsos and Crownit.”

    “Speaking on the acquisition of Crownit, a leading online market research and mobile-first platform, Ipsos India CEO Amit Adarkar said, “Crownit’s mobile-first capability and panel ecosystem will significantly up Ipsos’ ability to offer a high quality and representative online/ mobile access. Despite its size and maturity, Indian market research industry has not been able to drive online / mobile data collection so far. Ipsos’ acquisition of Crownit will be a game changing development for the industry. We will be able to offer our clients increased agility, as well as cutting edge innovations in data collection methodologies. This would indeed be transformational.”

    Crownit’s end-to-end ecosystem streamlines data collection processes, while advanced features will provide Ipsos with a competitive edge in the market research industry locally.

    Finally, this acquisition complements Ipsos’ existing online panel, iSay, by increasing online reach and representation in India. It will provide clients with access to a more diverse and representative pool of respondents, ultimately leading to richer and more actionable market intelligence.

  • AVOW joins forces with former GameBake team, forming KYLN

    AVOW joins forces with former GameBake team, forming KYLN

    Mumbai: AVOW, the award-winning, global app growth company specializing in mobile OEM advertising, announced today the setup of a new company with the previous GameBake founders, forming KYLN, a premium multi-channel distribution platform for game & app developers. This strategic collaboration between AVOW and KYLN (formerly GameBake) aims at redefining mobile marketing strategies and advocating for the inclusion of mobile OEMs to enhance marketing efficacy.

    This integration seamlessly complements AVOW’s existing offering of premium mobile OEM advertising inventory from industry giants such as Xiaomi, OPPO, Huawei, Samsung, Transsion, and Vivo.

    AVOW and KYLN are committed to unlocking new user bases beyond the traditional Apple App Store and Google Play Store, focusing on “Alternative App Stores” and other platforms to capture the attention of billions of potential users worldwide. Notably, Android OEMs and Alternative App Stores comprise over 80 per cent of global mobile phones, offering app developers substantial opportunities. This is particularly critical in mobile gaming, the largest app vertical, with global app install advertising spend projected to reach $94.9 billion by 2025, according to AppsFlyer.

    AVOW co-founder and CRO Ashwin Shekhar comments, “We’re excited to collaborate on KYLN and extend a warm welcome to an exceptionally dynamic team and their inventive solutions within AVOW. Together, we’re proud to offer a comprehensive solution unlike any other worldwide, seamlessly delivering both app distribution and user acquisition services. This distinctive blend positions us uniquely within the mobile industry landscape.”

    Key Features of the KYLN Platform:

    1   Integration free: Ensures a lightweight app experience by negating the need for SDK integrations.

    2   Private Source Code: Maintains the confidentiality of source code, differentiating KYLN from other platforms.

    3   Transparency and Choice: Affords partners complete control over their game deployment strategies and ensures visibility of their brand across multiple stores. All operational data is shared with partners through a comprehensive dashboard.

    KYLN CEO Michael Hudson said, “I truly believe that by combining the expertise of mobile OEM advertising specialists from AVOW with our technology, we can take KYLN to new heights – massively simplifying the access to alternative app stores for game & app developers across geographies.”

    The formation of KYLN is another milestone in AVOW’s mission to drive industry innovation, making mobile OEM advertising accessible for brands and apps while remaining performance-oriented. This follows the previous launch of AVOW’s proprietary technology, AVOW Intelligence – a tool developed to revolutionize mobile OEM advertising by offering a smart and holistic view of media inventory across premium mobile OEMs.

    AVOW collaborates with a diverse array of app developers and brands spanning various industries such as Tripledot, Exness, Amazon Prime Video, LOTTO24, AirAsia, Didi Group, Unico Studio, KUMU, OctaFX, JOOM, Kredivo, Navi, Zephyr Mobile.

  • Analysing the rise of video content consumption in India and its implications for marketers

    Analysing the rise of video content consumption in India and its implications for marketers

    In recent years, India has witnessed an exponential surge in video content consumption, fuelled by factors such as increasing internet penetration, affordability of smartphones, and the rise of digital platforms. This seismic shift in consumer behaviour has significant implications for marketers, who are increasingly turning to video as a powerful tool to engage with their target audience. In this article, we delve into the rise of video content consumption in India, its implications for marketers, and strategies for crafting effective video marketing campaigns that resonate with Indian audiences.

    Understanding the rise of video content consumption in India:

    India has emerged as one of the largest and fastest-growing markets for video content consumption globally. Video will account to 85 per cent of all internet traffic in India by end of 2024, showcasing the immense popularity of this medium among Indian consumers. Several factors contribute to this phenomenon:

    1.  Increasing Internet penetration: India’s internet user base has been expanding rapidly, driven by initiatives such as Digital India and the proliferation of affordable mobile data plans. As more Indians gain access to the internet, there is a growing appetite for consuming video content across a wide range of genres and platforms.

    2.   Rise of digital platforms: The advent of digital streaming platforms such as YouTube, Netflix, Amazon Prime Video, Hotstar, and others has revolutionized the way Indians consume content. These platforms offer a diverse array of video content, including movies, TV shows, web series, music videos, and user-generated content, catering to varied interests and preferences.

    3.   Mobile revolution: The widespread adoption of smartphones has made video content accessible to a vast segment of the population. With affordable smartphones and high-speed mobile internet becoming ubiquitous, Indians are increasingly turning to their mobile devices to consume video content on the go.

       Cultural preference for visual content: Indian audiences have a strong affinity for visual storytelling, making video an inherently appealing medium for communication and entertainment. From Bollywood movies to short viral videos, visuals play a central role in Indian popular culture, driving the demand for video content across demographics.

    Implications for marketers:

    The rise of video content consumption in India presents several implications for marketers seeking to connect with their target audience:

    1   Shift in advertising spend: Marketers are reallocating their advertising budgets from traditional media channels to digital platforms, with a significant portion allocated to video advertising. Video ads offer higher engagement rates and better ROI compared to traditional formats, making them an attractive option for brands looking to reach and influence consumers.

    2   Opportunity for brand storytelling: Video provides a powerful medium for brands to tell their story, evoke emotions, and connect with consumers on a deeper level. Marketers can leverage the storytelling capabilities of video to create compelling narratives that resonate with Indian audiences, building brand affinity and loyalty over time.

    3   Enhanced engagement and interactivity: Video content encourages higher levels of engagement and interactivity compared to other formats. Marketers can leverage features such as interactive ads, shoppable videos, and immersive experiences to captivate audiences and drive action, whether it’s making a purchase, signing up for a newsletter, or sharing the content with others.

    4   Reach across demographics and regions: Video content has universal appeal and transcends linguistic and cultural barriers, making it an effective tool for reaching diverse audiences across India’s vast and heterogeneous landscape. Marketers can tailor their video content to resonate with specific demographics, regions, and cultural nuances, ensuring relevance and resonance with their target audience.

    Strategies for effective video marketing campaigns:

    Crafting a successful video marketing campaign requires careful planning, creative execution, and strategic distribution. Here are some strategies for marketers to consider:

    1   Know your audience: Start by understanding your target audience’s demographics, interests, preferences, and online behaviour. Use insights from market research, audience analytics, and social listening tools to inform your video content strategy and messaging.

    2   Tell compelling stories: Create video content that tells a story, evokes emotions, and resonates with your audience on a personal level. Whether it’s showcasing your brand’s values, highlighting customer testimonials, or narrating a captivating narrative, storytelling can help forge meaningful connections with viewers.

    3   Focus on quality and creativity: Invest in high-quality production values and creative execution to make your videos stand out in a crowded digital landscape. Whether it’s stunning visuals, captivating animations, or engaging narratives, strive to create content that captivates and delights your audience.

    4   Optimize for mobile viewing: Given the prevalence of mobile devices in India, it’s essential to optimize your video content for mobile viewing. Ensure that your videos are formatted for smaller screens, load quickly, and are easy to navigate on mobile devices to provide a seamless viewing experience.

    5   Leverage video SEO: Optimize your video content for search engines by using relevant keywords, tags, and descriptions. This will help improve the discoverability of your videos on platforms like YouTube and Google, driving organic traffic and engagement.

    6   Promote across channels: Distribute your video content across multiple digital channels, including social media, email, websites, and digital ad networks. Tailor your distribution strategy to the preferences and behaviours of your target audience, ensuring maximum reach and impact.

    7   Measure and iterate: Track the performance of your video marketing campaigns using key metrics such as views, engagement, click-through rates, and conversions. Use this data to evaluate the effectiveness of your campaigns and make data-driven optimisations to improve results over time.

    The rise of video content consumption in India represents a significant opportunity for marketers to engage with their target audience in meaningful and impactful ways. By understanding the drivers behind this trend, leveraging the storytelling capabilities of video, and adopting strategic best practices, marketers can create compelling video marketing campaigns that resonate with Indian consumers, driving brand awareness, engagement, and loyalty in an increasingly digital world.

    The article has been authored by Media Care Brand Solutions director Yasin Hamidani.