ITV

Category: Marketing

  • KlugKlug eyes 10x growth by the end of FY 24-25

    KlugKlug eyes 10x growth by the end of FY 24-25

    Mumbai: KlugKlug, a global SaaS platform for influencer marketing, plans to expand across India & South Asia, Southeast Asia, MENA, and Latin America, targeting 10x growth by the end of this financial year. The company has already achieved five times growth in the first two quarters of 2024.

    KlugKlug’s growth is driven by a diverse client base, including electronics, FMCG, B2C companies, and e-commerce platforms. As technology adoption in influencer marketing increases, KlugKlug has become a trusted partner for brands seeking tech-driven solutions.

    With over 200 clients, KlugKlug is expanding its presence in markets like Thailand, Malaysia, Philippines, Kuwait, Saudi Arabia, and other key regions in the next 12 to 18 months.

    “Data has become an integral part of influencer marketing to drive optimisation, transparency, and therefore compliance. Fortunately for us, brands are increasingly seeing its value and even teaming up with us. At KlugKlug, we’ve been working to help them make this transition smoother by helping brands make radically better decisions based on data and insights and see concrete numerical benefits. It has helped to work with clients and industry captains to weigh in with their inputs to build what we have and find validation of our superiority against the best in the world across all geographies, globally. We are blessed and eager to capitalise on this,” said KlugKlug co-founder & CEO Kalyan Kumar.

    KlugKlug co-founder and CPO Vaibhav Gupta added, “Emboldened by our client successes across categories and sizes and geos, KlugKlug is keen to further jumpstart the expansion. We’re witnessing more CMOs and marketing professionals embrace the tech narrative as essential and not feel good in influencer marketing decisions. KlugKlug has earned the role of a trusted resource for companies – we have so many testimonials – looking to refine their strategies and see instant wins from day zero. It’s exciting and humbling to see global and local brands alike leverage KlugKlug’s to make smarter decisions and easily maximize their campaign impact.”

  • Avvatar Protein partners with Spartan

    Avvatar Protein partners with Spartan

    Bengaluru – Avvatar Protein, a subsidiary of Parag Milk Foods Ltd., announced a strategic partnership with Spartan. With over 250 events held annually across more than 40 countries, Spartan inspires over one million participants each year to push beyond their limits. Through this collaboration, Spartan’s endurance challenges will now be introduced to Indian audiences, with the first event set to launch in Bengaluru on 10 November.

    This partnership comes at a time when more Indians are prioritising their fitness. According to the International Health, Racquet & Sportsclub Association (IHRSA), India had approximately 3.5 million gym members in 2019, with that number projected to grow at a compound annual growth rate (CAGR) of 9.3 per cent from 2020 to 2024. The activation plan includes a dynamic sampling program across 75 premium gyms and nine outdoor run clubs (three per city) in Bengaluru, Pune, and Noida, directly engaging an estimated 3,000-4,000 fitness enthusiasts.

    To amplify this grassroots engagement, Avvatar will collaborate with Spartan influencers, who will create compelling content across various social media platforms. On race day, Avvatar will enjoy prominent visibility through five key branded areas, including the entry gate, start and finish arches, dedicated experience zones, and obstacle areas. This integrated strategy ensures maximum brand exposure, both on the ground and digitally, with content shared across Avvatar’s and the influencers’ social media channels to engage the broader Spartan community.

    This partnership is further elevated by the Champs Foundation, founded by former Indian cricketer  Sunil Gavaskar, which has brought Spartan to India through PMG. Adding star power to the collaboration is Bollywood actor Siddharth Malhotra as brand ambassador, whose commitment to fitness and personal transformation embodies the spirit of both Spartan and Avvatar.

    This partnership represents a perfect alignment of values and vision,” said Parag Milk Foods Ltd executive director Akshali Shah. “Spartan’s commitment to pushing boundaries in endurance sports mirrors Avvatar’s dedication to providing premium nutrition that enables peak performance. Our 100% vegetarian whey protein, packed with nine essential amino acids, is designed to support athletes through every challenge they face – from training to race day. Together with Spartan, we’re not just sponsoring an event; we’re fueling a movement that empowers Indians to achieve their ultimate potential.”

  • A paint giant’s growth slows as net profit slides to 42.4 per cent

    A paint giant’s growth slows as net profit slides to 42.4 per cent

    Mumbai: In a season marked by dampened demand, economic pressures, and persistent monsoons, Asian Paints saw a dip in performance during Q2 of FY25. The company’s consolidated net sales for the quarter reached Rs 8,003 crores, down 5.3 per cent from Rs 8,451.9 crores in the previous year. The period was particularly challenging for the domestic decorative business, impacted by low consumer sentiment, extensive rains, and floods in key regions, marking a volume decline of 0.5 per cent and a revenue decrease of 6.7 per cent.

    Asian Paints’ standalone financials also reflect these struggles. The standalone net sales fell by 6.5 per cent, reaching Rs 6,840.6 crores compared to Rs 7,315.7 crores in Q2 FY24. The company’s efforts to adjust its pricing, with reductions last year and selective increases this quarter, had limited impact on countering the cost pressures from raw material prices and sales expenses, hitting the operating margins substantially. For Q2, the standalone PBDIT margin decreased to 16.4 per cent, a decline of 530 basis points from last year.

    The strategic decisions on pricing have had a notable impact on Asian Paints’ bottom line. Although the firm implemented price increases during Q2, the benefits are expected to manifest only in the second half of the year, while ongoing cost pressures from raw materials and elevated sales expenses strained Q2 margins. The consolidated PBDIT margin narrowed to 15.5 per cent, down 480 basis points from last year’s 20.3 per cent. Net profit after tax, excluding exceptional items, saw a sharp 42.4 per cent reduction, sliding to Rs 694.6 crores.

    Exceptional items further dampened the quarter’s results, including a Rs 180.1 crore impairment loss, which affected goodwill on acquisitions like White Teak and Weatherseal in addition to foreign exchange losses associated with subsidiary operations in Ethiopia.

    Despite the challenging quarter, Asian Paints’ Industrial Business displayed resilience. General Industrial, Protective Coatings, and Refinish segments reported decent growth, providing some support against the broader revenue challenges. In international markets, however, the effects of currency devaluation in Ethiopia, Egypt, and Bangladesh weighed heavily, contributing to a revenue decline of 0.7 per cent. On a constant currency basis, though, the segment achieved an 8.7 per cent growth rate, underscoring the strength of Asian Paints’ offerings despite global economic pressures.

    Asian Paints’ Home Décor category experienced growth through its Beautiful Homes network, albeit below expectations. In the Bath Fittings and Kitchen segments, sales growth was steady, with bath fittings recording a 2.1 per cent increase to Rs 83.1 crores and the kitchen business up by 8.8 per cent to Rs 105.3 crores. Yet, profit margins in these segments were under pressure, as the Kitchen business posted a slight loss in Q2 despite increased sales.

    Meanwhile, White Teak and Weatherseal, recent acquisitions within the decor portfolio, continued to benefit from synergies with Asian Paints’ distribution network. White Teak’s Q2 sales rose by 19.2 per cent to Rs 31.1 crores, while Weatherseal saw a 4.8 per cent increase to Rs 13.2 crores.

    As Asian Paints enters the latter half of FY25, it faces ongoing pressures in both domestic and international markets. With anticipated easing of material costs and the impact of recent price increases expected to flow through, the company foresees margin improvement in the coming quarters.

    Key Financial Highlights:

    •    Q2 FY25 Consolidated Net Sales: Rs 8,003 crores, down 5.3 per cent YoY

    •    Standalone Net Sales: Rs 6,841 crores, down 6.5 per cent YoY

    •    Consolidated PBDIT Margin: 15.5 per cent, down 480 bps from last year

    •    Standalone PBDIT Margin: 16.4 per cent, down 530 bps from last year

    •    Net Profit (post-minority interest): Rs 694.6 crores, down 42.4 per cent YoY

  • Harnessing geotargeting and personalisation in mobile marketing

    Harnessing geotargeting and personalisation in mobile marketing

    Mobile marketing in India has turned to another peak in 2024 owing to its rapid transformation within the geography. More than 1.2 billion people own mobile devices, and the uploading rates of mobile phones in tier two and three cities are very high. Complex geo targeting practices along with other types of individualised messages allow advertisers to extend their coverage of consumers. Such global shifts allow brands to reach their audiences and fulfill their marketing strategies in new, location enriched, yet personalised ways.

    However, India’s mobile marketing tactics have to cater to the country’s multidimensional cultural fabric. AI alongside machine learning has made it easier for marketers to identify and segment their audience accurately. Companies, for example, provide specific community based marketing wherein language, shopping habits, app usage, and preferred payment methods are taken into account in all communications. For instance, the same active campaign can execute offering Bengali promos at the time of Durga puja in Kolkata and different promos for Navratri in Gujarat at the same time.

    After the implementation of India’s Digital Personal Data Protection Act 2023, new legal regulations have changed the way marketers sought to collect and use consumer’s data. Campaigns today manage to do this better than the past, by being personal yet respecting consumer’s privacy. Brands have begun to place emphasis on ethical data collection by adopting opt-in policies for geolocation sharing, as well as giving users options on how much data they want to share. This notion of privacy has now shifted from simply being a policy to being a key factor in generating consumer confidence.

    Such geotargeting and personalised marketing techniques have already begun to yield positive results in various industries. Lunch promotions at office buildings are being employed by quick service restaurants, retail stores are presenting local customers with available items in their vicinity, while e-commerce sites are showing people when their orders in their area will be delivered and the products that are most appropriate for them. Even banking applications have jumped on the band wagon, advising users on available ATMs in their vicinity, with the maximum amount of cash that they can withdraw from the machine automatically determined by the specific user’s account activity and preferences.

    With 85 percent of users relying on smartphones to access services, 65 percent accessing the internet, and social media via mobile platforms, it is no wonder that campaign planning in India takes a different perspective than in other countries. Most of the successful campaigns today include installation of progressive web apps for better and forward client engagements through searching in voice for a specific region, automatically crafting conversations through information available on WhatsApp, and embedding augmented reality content to be accessed geographically. Such features are critical in countries where the availability of particular networks can be limited and where the specs of devices being used are unlikely to be the same.

    Taking such an approach, marketers experience blockades which relates to data being orthodox regarding Indian audiences, applicable network connectivity standards, device fragmentation and cultural factors. Nevertheless, answers are coming through operational-grade data availability, offline-first approach and extensive compatibility requirements and relevant professional for the market engaged to the content being presented. Metrics have also changed and mobile geo-conversion metrics, app stickiness, geo revenue per user and language friendliness responsiveness have come on board.

    Predictions for 2024 are optimistic, as businesses expect AI to map the location of their customers and persuade them efficiently across channels. Advanced biometric identification and blockchain technologies promise increased data protection without compromising on relevance. It is already apparent that performing accuracy checks on the data, testing campaigns in bunches and smaller biogeographical areas, and being mindful of the shifts in the audience will be the end goals in the land battle of mobile marketing.

    By the end of 2024, marketers will need to combine marketing automation and effective geo-fencing solutions to provide targeted marketing in mobile channels in India. On the other hand, locations and cultures must attract marketers who are sensitive. In this scenario, the future is portrayed in a very optimistic light – the end belongs to those in mobile marketing who can understand the nuance of the country, where heavy personalisation is welcomed not as an intrusion but an enhancement.

    The article has been authored by NetSetGo Media global business head Abhishek Tiwary.

  • India Affiliate Summit edition 10 concludes on a high note

    India Affiliate Summit edition 10 concludes on a high note

    Mumbai: The tenth edition of the India Affiliate Summit (IAS), organised by the Internet and Mobile Association of India (IAMAI) was concluded on 8 November. The two-day summit brought together leading marketers, industry experts, and innovators, creating a dynamic forum to explore the latest trends and strategies in performance marketing. The conference featured an expansive expo floor, engaging agenda of keynotes, masterclasses, panel discussions, and networking sessions, providing invaluable insights into the future of the industry.

    The summit commenced with an insightful keynote session by vCommission CEO Parul Bhargava, on ‘Future Trends: Shifting Paradigms of Affiliate Partnerships’. She highlighted the transformative shifts underway in affiliate marketing and the need for brands to adapt to these evolving dynamics. She stated, “Our industry is at a pivotal juncture where embracing change is not only essential but urgent. On the advertiser side, the pillars of transparency, compliance, clean media, and long-term engagement have become fundamental. For affiliates, the focus lies in achieving stability and campaign sustainability.”

    A highlight of the event was the panel discussion on ‘Winning Touchpoints: Less Clicks, More Sales’, featuring insights from Adani Group joint president and chief digital officer Nitin Sethi. Sethi emphasised the importance of precision, personalization through analytics, micro-conversations, mobile voice search, and A/B testing frameworks in today’s competitive market. “In today’s landscape, out of every 100 consumers, about 90 tend to bounce back on the first page. At each stage of the funnel, drop-off rates close to 70-80 percent are common. Even with significant investment to bring in 1,000 customers, conversion rates average only 10-15 percent, which is the industry’s best,” he said.

    NP Digital founder Neil Patel, in a fireside chat on AI, opined, “When you think about your KPIs and business goals, start by asking how AI can help you achieve them. Many marketers run ads, but when AI is used alongside human creativity, it creates a powerful combination. AI can analyze data in real time, helping optimize content and ad strategies on the go. Personally, AI has been instrumental in scaling my content. The next big trend I see coming to social media is live selling it’s already huge in China but hasn’t yet taken off globally. I believe it’s going to generate significant revenue in the near future.”

    India Today CMO Vivek Malhotra while moderating the panel discussion on ‘The Modern Data Stack: Revolutionising Customer Insights and Marketing Agility’, remarked, “In the past 12 months alone, we have collectively gathered more customer consent than in many previous years combined. I believe the key to unlocking future opportunities lies within this consent, empowering us to build more personalized and impactful customer experiences.”

    Indian Express Digital CEO Sanjay Sindhwani commented, “In the media industry, if we look back five years, data largely rested with intermediaries, and we didn’t focus on it as much. Over the last five years, however, we’ve witnessed a tremendous shift. Media now has massive reach and relevance to advertisers, who increasingly seek more definitive, targeted insights. As subscriptions grow, the intersection of technology and marketing becomes even more critical in shaping this data-driven landscape.”

    HDFC Bank SVP Deepak Oram said, “The modern data stack today essentially unifies a brand’s data, encompassing behavioural insights and predictive information. What many tend to overlook, however, is the importance of third-party data and the concept of data reflexes. While it’s relatively easy to hire data engineers in the industry, what’s truly lacking are data reflexes, the ability to quickly and effectively respond to data insights for real-time decision-making.”

    In a panel discussion on ‘Bridging Online and Offline: The Impact of Programmatic Advertising on Consumer Behaviour’, Uniqlo India head of marketing Nidhi Rastogi said, ‘We strategically leverage data from our e-commerce platform to gain insights on order origins, guiding our decisions on store locations and optimizing our product assortment for each market. This data-driven approach is integral to our expansion and product mix strategies. Additionally, programmatic advertising has been highly effective in precisely reaching our target audiences.

    More than 50 stalwarts from the digital marketing ecosystem addressed over 15 engrossing sessions over two days. Over 6500 industry professionals and around 50 exhibitors participated in the summit. Some of the major partners supporting IAS 2024 are vCommission, Valueleaf, Flickstree, Optiminastic, and Seventynine Digital.

  • Maruti Suzuki partners with HSBC India for dealer financing solutions

    Maruti Suzuki partners with HSBC India for dealer financing solutions

    Mumbai: Maruti Suzuki India Limited (MSIL) has forged a strategic partnership with HSBC India to provide dealer financing solutions, enhancing the working capital options for its vast network of over 4000 sales outlets nationwide. This new collaboration, formalised through a Memorandum of Understanding (MoU), empowers Maruti Suzuki dealerships with comprehensive inventory funding options to meet evolving market demands.

    The MoU was signed with key representatives from both companies in attendance. From Maruti Suzuki, senior executive officer of marketing & sales, Partho Banerjee; VP of allied business, Kamal Mahtta; and general manager of Maruti Suzuki finance & driving school, Vishal Sharma. HSBC India was represented by CEO, Hitendra Dave; head of commercial banking, Ajay Sharma; head of global banking, Amitabh Malhotra; country head of business banking, Gaurav Sahgal; and head of global trade solutions, Runa Baksi.

    Commenting on the collaboration, Banerjee said, “We are committed to support our dealers in ensuring their readiness as per evolving customer and market needs. Our collaboration with HSBC India will focus on innovative financing solutions for inventory funding for our dealer partners. This strategic alliance will leverage the combined strengths of MSIL and HSBC India to offer comprehensive working capital solutions for our dealer partners.”

    Sharma also shared his enthusiasm, noting, “We are pleased to collaborate with MSIL, a leader in the country’s automotive sector, as a financing partner to their extensive dealer network. Our deep understanding of the business dynamics and the evolving needs of dealers coupled with our tailored product offerings will enable us to support dealers through every stage of their business growth.”

  • adidas & Arsenal unveil retro-inspired adicolor collection

    adidas & Arsenal unveil retro-inspired adicolor collection

    New Delhi – adidas and Arsenal launch a brand new adicolor range of the 70s and 80s-inspired tracksuits and t-shirts, giving a fresh twist to the club’s retro colourways.

    Designed with a slim fit in premium pique material, the track top features engineered three-stripes tape, a ribbed collar and cuffs, convenient zipped side pockets, and flock-printed trefoil and club crest on the chest. The pique track pants are tailored for a slim fit and include zipped side pockets and iconic three-stripes tape down each leg, blending functionality with classic style. The collection is completed with a slim-fitted crew neck tee with short sleeves, featuring engineered three-stripes tape along with a flock-printed crest and Trefoil branding on the chest.

    The Arsenal adicolor collection captures a timeless retro class in bold red and blue shades, paying homage to the club’s heritage with a contemporary flair. This special edition revives the iconic crest that has been enhancing Arsenal’s jerseys from 1949 to 1994, a nostalgic nod to the team’s rich legacy. The vintage aesthetic is further elevated with the original club lettering on the back of both the tee and jacket, inspired by the classic font style from the old club badge. The result is a collection that blends the spirit of past eras with modern design, making it a must-have for fans who value both history and style.

  • IAMAI unveils document on best practices for affiliate marketing in India

    IAMAI unveils document on best practices for affiliate marketing in India

    Mumbai: The Internet and Mobile Association of India (IAMAI) launched a comprehensive document on the “Best Practices for Affiliate Marketing in India” at the India Affiliate Summit (IAS), India’s premier annual conference for affiliate marketing professionals. Organised by IAMAI, IAS 2024 serves as a platform for thought leaders and industry captains to address key issues within the affiliate marketing ecosystem.

    Affiliate marketing spending in India currently stands at around $331 million, with projections reaching over $420 million by 2025. This anticipated growth underscores the urgent need for standardised practices and ethical guidelines to sustain the industry’s expansion. The “Best Practices for Affiliate Marketing in India” document by IAMAI addresses this need, providing a comprehensive framework to guide the industry toward greater transparency, trust and efficiency.

    Given India’s position as one of the world’s top 10 markets in affiliate marketing, there is immense potential for further growth. Key factors driving this growth include the rising penetration of mobile phones, the rapid expansion of the e-commerce sector, robust digital infrastructure, and government initiatives such as Digital India. Together, these elements are anticipated to enhance the role of affiliate marketing as a strategic tool for companies across the country.

    The comprehensive framework outlined in the document aims to foster trust, transparency, and efficiency across the affiliate marketing ecosystem.

    The key objectives of launching the Best Practices for Affiliate Marketing are to:

    ●    Establish industry-wide standards for ethical, transparent and effective campaigns

    ●    Foster trust between advertisers, affiliates, and consumers

    ●    Provide compliance guidance in a complex regulatory landscape

    ●    Offer guidelines on performance optimization and KPI measurement

    ●    Address common challenges such as unclear contracts and undisclosed terms

    The document includes:

    ●    Overview of different types of affiliate marketing

    ●    Guidelines for technical setup and KPI tracking

    ●    Best practices for various campaign formats (CPV, CPL, CPS, CPI)

    ●    Emphasis on transparency and compliance

    In October 2023 IAMAI facilitated the creation of a taskforce, comprising nine renowned companies of the affiliate marketing sector with the intention of creating affiliate marketing best practices guidelines. Companies involved in drafting the document include leading brands such as Affle, Admitad, Grabon, mFilterIt, Optimise, Tyroo, Valueleaf, and vCommission.

  • Protinex Diabetes Care & Apollo 24|7 partner to support diabetes management in India

    Protinex Diabetes Care & Apollo 24|7 partner to support diabetes management in India

    Mumbai: Protinex Diabetes Care has partnered with Apollo Health Co (Apollo 24|7) to raise awareness about diabetes management and early testing. To mark World Diabetes Day, consumers who purchase a Protinex Diabetes Care pack will receive a complimentary HbA1c test, which measures long-term glucose levels. The test can be scheduled via home collection through Apollo 24|7, and the offer is valid until 30 November.

    This initiative promotes the importance of regular blood glucose testing and proactive health measures, aiming to make blood sugar monitoring convenient and affordable. India has one of the highest diabetes rates globally, with over 101 million people affected, according to the ICMR INDIAB study. Proper management, regular testing, and lifestyle changes are key to improving care.

    Protinex Diabetes Care supports blood sugar control with a scientifically designed formula, including 11 immuno-nutrients and high fiber content for cholesterol reduction. This partnership emphasizes the need for early diagnosis and effective diabetes management.

    Danone India marketing director Sriram Padmanabhan said, “The right nutrition is crucial in the battle against diabetes. It’s not just about managing blood sugar levels but also about early diagnosis and management. This World Diabetes Day, we are proud to collaborate with Apollo Health Co (Apollo 24|7) to empower individuals in their diabetes management journey. By offering a complimentary HbA1c test, we hope to remove some of the barriers that prevent individuals from regularly monitoring their health. Through this synergy, we are dedicated to raising awareness about the benefits of protein and fiber in managing diabetes and make a meaningful impact on diabetes care in India.”

    Apollo Health Co (Apollo 24|7) VP – category Madhava Krishna said, “Our partnership with Protinex Diabetes Care aligns perfectly with this vision by making essential diabetes testing widely available. Protein and fibre play crucial roles in diabetes management, helping regulate blood sugar and maintain sustained energy. By incorporating these nutrients in diet alongside regular health checks, we aim to support individuals in taking meaningful steps toward managing their health. Together, we hope to create greater awareness and make diabetes care more accessible for all.”

    Protinex Diabetes Care will have increased visibility in Apollo retail stores and online platforms to raise awareness about early diabetes diagnosis and management. A dedicated toll number by Apollo will also be available for inquiries, providing easy access to test information and health services.

    Aligned with Danone’s mission to promote health through food, Protinex Diabetes Care supports optimal nutrition for people with diabetes. It plays a key role in improving health and well-being when combined with a balanced diet and healthy lifestyle.