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Category: AD Agencies

  • Eggfirst Chalo Rural India Conclave and Awards celebrates rural excellence and digital advertising

    Eggfirst Chalo Rural India Conclave and Awards celebrates rural excellence and digital advertising

    Mumbai: The 3rd edition of the Eggfirst Chalo Rural India Conclave & Awards, held at the Westin Goregaon, Mumbai, marked a historic milestone in the advertising and digital marketing landscape. The event, organised by Eggfirst, a prominent advertising and digital agency specialising in rural advertising, brought together over 500 industry leaders from more than 250 renowned brands for a transformative evening dedicated to exploring the vast potential, growth prospects, and digital advertising avenues in rural India.

    A highlight of the event was the presence of Akash Jadhav and Santosh Jadhav, popular YouTube influencers known for their Indian Farmers channel, which boasts 18.2 million subscribers and serves as a valuable resource for millions of farmers across the country.

    The Conclave featured two insightful panel discussions: ‘Rural India ki Kahaani, Brands ki Zubaani’ and ‘Badhte Bharat ki Nayi Kahaani,’ where leaders from top-tier companies including Bayer CropScience, Corteva, Fino Payments Bank, DeHaat, Ambuja Cement, Yes Bank, Del Monte, Parle, SBI General, and NABARD shared profound insights and experiences related to rural India.

    Eggfirst CEO, founder and conclave’s curator Ravikant Banka expressed his enthusiasm, saying, “The response to the event has been absolutely exhilarating. Witnessing such a robust turnout of senior industry professionals at our event is nothing short of overwhelming. The wealth of knowledge that was shared and exchanged under one roof was genuinely phenomenal.”

    The grand finale of the conclave was the awards ceremony, celebrating excellence in rural advertising, marketing, and digital. Notable winners included Fino, DeHaat, Ujjivan Small Finance Bank, Syngenta, and Corteva, who received gold trophies, while PNB Bank, ESAF Small Finance Bank, Simpolo, and Agrostar were honored with silver awards, and Greenstar, Tata Tiscon, and more received bronze recognition.

    The event brought together delegates from rural tech startups, venture capital firms, FMCG giants, banks, government bodies, and agri-input companies who travelled from cities across India, underscoring the wide-reaching impact of the conclave.

    Banka emphasised, “The conclave and awards turned out to be an event packed with insightful discussions and recognition of the best rural marketing campaigns across multiple categories. We are delighted to have hosted the event and are grateful to our esteemed panelists and delegates.”

    The 3rd edition of the Eggfirst Chalo Rural India Conclave & Awards has ignited a wave of enthusiasm within the industry, encouraging discussions on the boundless opportunities in rural India.

     

  • TV audiences thrive in the face of evolving content delivery: GroupM India’s Ashwin Padmanabhan

    TV audiences thrive in the face of evolving content delivery: GroupM India’s Ashwin Padmanabhan

    Mumbai: Ad spends during the festive season and the ICC World Cup have shown a significant uptick compared to the previous year. Brands are allocating more resources to both branding and performance marketing, indicating a more balanced approach to advertising. The revival of categories that were dormant during the past 18 months is particularly noteworthy. This festive season has witnessed the comeback of commerce, startups, FinTech, and even smaller brands.

    TV advertising remains effective in reaching a wide audience, and the increased number of brands participating in these events bodes well for sustained growth. Overall, the combination of festivals and major sporting events is injecting vitality into the advertising landscape, with a positive outlook for future ad spends.

    In this context, Indiantelevision.com spoke to GroupM India president – investments, trading & partnerships Ashwin Padmanabhan on the trends and the ADEX…

    Edited Excerpts:

    On this year being very interesting the festive season and the ICC World Cup after 11 years, how are marketers and brands seeing this

    This year, there’s a noticeable improvement in sentiment and spending on the ground compared to last year. This is evident in multiple ways. Firstly, the sheer amount of money being spent is significantly higher, even before the peak of the festival season. Secondly, the number of brands engaging in advertising has also increased compared to last year. It’s worth noting that some categories that were dormant last year, like commerce, have made a strong comeback this festive season, driven by a festival-oriented approach. Many startups that were previously inactive have also re-emerged.

    One notable insight is that many of these brands were conserving cash and focusing on performance marketing for the past 18 months. However, the challenge with performance marketing is that when you repeatedly target the same audience, the results and conversions tend to decline over time. The cost of acquiring customers keeps rising, and to address this, brands are now turning to branded campaigns to increase awareness and expand their funnel.

    This shift towards branded campaigns has become more prominent during this festival season. Many brands that were previously not active in mainstream advertising have re-entered the scene across various categories. This includes FinTech companies, Liv space, payment apps, commerce platforms, and BFSI (Banking, Financial Services, and Insurance) firms, all of whom are now focusing on acquiring new audiences and converting them into customers.

    Television advertising has also seen an improvement compared to last year, as it still effectively reaches a large and diverse audience in India. In summary, this festive season is showing positive signs, and the ICC World Cup this year is a significant improvement over last year’s edition, which was largely impacted by reduced spending. Unlike last year, FMCG (Fast-Moving Consumer Goods) brands are continuing to invest in their advertising during the festive season. It remains to be seen how this will reflect in overall growth compared to last year, but the signs are encouraging. This shift towards more branding and advertising is not solely due to the festival; it’s also a recognition that engaging with a broader consumer base is essential, beyond just performance marketing.

    On doing performance-related spends to brands realising that TV also plays a very important role in India

    Brands have long been aware of the importance of television (TV) advertising, but the TV landscape has evolved considerably. When we talk about TV today, it’s not just about traditional cable and satellite broadcasting. It also encompasses the diverse ways content is delivered to television screens, such as streaming through the internet or broadband connections. This expanded perspective on TV recognizes that many viewers have moved away from cable and satellite subscriptions.

    TV remains a significant platform for reaching audiences, and its relevance is expected to grow further. What’s changing is how content reaches viewers and the nature of the audience itself. In the United States, for instance, people no longer differentiate between TV delivered through cable, satellite, or the Internet. This trend is expected to accelerate with the increasing penetration of broadband, especially with the launch of 5G Home by companies like Airtel and Jio.

    The evolving landscape also offers viewers more choices. You can have a single box that provides both internet streaming and traditional satellite channels, making measurement more uniform across linear cable channels, video-on-demand (VOD), and digital linear channels. This transformation in TV consumption is intriguing and signifies that TV is here to stay, but the way we consume it is changing.

    While over-the-top (OTT) platforms are popular, it’s essential to note that linear TV is also shifting towards internet consumption. For example, many news channels now live stream on platforms like YouTube and devices like Samsung TVs, allowing viewers to access the same live content via the internet, bypassing the need for traditional satellite or cable distribution. In essence, the TV audience will continue to grow, but the means by which content reaches them are evolving.

    On the outlook for the third quarter and the final quarter in relation to ADEX and will the spends continue as the IPL will start at the end of March

    The Indian Premier League (IPL) is set to kick off towards the end of the last quarter, and it will undoubtedly attract significant advertising spends. What’s encouraging is the ongoing trend of brands and clients returning to branding-oriented advertising rather than solely focusing on performance marketing. I believe this shift is likely to continue, indicating that many brands that have started spending during this festive season will maintain a presence. While they may not invest in advertising all year round or even for half the year, they will likely allocate budgets for three to four weeks each quarter. Their approach will be strategic, but they won’t completely withdraw.

    Will we revert to the situation we had in 2021? Definitely not. Instead, we can expect a more sustainable and predictable pattern of spending, with more brands participating. Even smaller brands are showing the ambition to invest in prominent properties like cricket and live sports. This is evident from the IPL and the World Cup, where numerous regional, SME, and SMB brands have stepped up their investments in cricket. It’s a positive sign, as it means these brands are willing to allocate incremental advertising budgets, exceeding what they were accustomed to spending. This trend from the festive season is likely to carry over into the fourth quarter. While Q4 typically lacks major festivals, there are still occasions like Pongal and Baisakhi, and before we know it, the IPL will be back. So, except for a potential brief slowdown in mid-February, I anticipate that January, February, and March of 2024 will be even better than 2023 in terms of advertising activity

    On planning for a client, is the spend allocation geared toward TV + Digital or pure digital and does it depend on the brand TG

    Our approach to media planning doesn’t begin with a predetermined allocation of funds to TV, digital, or any other channel because each agency within our group, including Mindshare, Wavemaker, and Essence Media, has its own unique strategy. Instead, we start with the brand’s objectives, considering both branding goals and business metrics, as well as the type of consumer engagement we aim to achieve.

    In today’s complex media landscape, media planning has become intricate and lacks a one-size-fits-all solution. There is no single source of truth that can guarantee specific results for a given budget. Therefore, we focus on a holistic approach. Digital, for example, encompasses various components, such as social media, retail media (commerce), and search advertising, each contributing to different outcomes, often tied to performance goals.

    When it comes to television, we have the added complexity of over-the-top (OTT) platforms, which resemble traditional TV but offer diverse targeting options across different devices, with mobile being a significant channel. Our approach also considers streaming audio, each with its unique measurement systems.

    To begin, we ask fundamental questions: Who is the target audience? Where can we find them? What are the campaign’s objectives? Is the aim to drive immediate consumer action, which can be quantified, or is it about building awareness and excitement around the product or service?

    Strategic media planning now involves addressing these intricacies. It’s not about immediately deciding to allocate funds to TV, digital, commerce, or search. Instead, it commences with a thoughtful consideration of these critical questions.

    On the measurement of digital

    While we may not have a third-party audience system, we do utilize third-party trackers and tracking systems that serve crucial measurement functions. These systems help us assess several key aspects. First, we can determine whether the audience we’re reaching is genuine or if it consists of fake impressions generated by bots or other simulated means. Additionally, we use systems to ensure brand safety by monitoring whether our content appears in a secure environment, preventing it from being displayed alongside objectionable content.

    These tracking systems also enable us to measure impressions and can support compensation models based on targeted impressions. Many of our larger clients insist on compensating only for impressions delivered to their desired audience, which requires the use of these third-party systems to exercise control over our ad investments.

    Moreover, due to the digital nature of advertising, we can establish a feedback loop that connects our efforts to tangible business results. This means that, beyond audience metrics, we can measure the impact on business revenue and the generation of sales leads, which are vital indicators of our investment’s effectiveness. Performance advertising, in particular, centers around these business-focused metrics.

    In sum, managing digital advertising is not a straightforward process. It involves employing multiple tools and collaborating with numerous partners to fulfill our clients’ objectives. While it presents its challenges, it is certainly achievable and offers a wealth of opportunities for delivering on client expectations.

  • Shashi Sinha to be conferred with AAAI Lifetime Achievement Award 2023

    Shashi Sinha to be conferred with AAAI Lifetime Achievement Award 2023

    Mumbai: The Advertising Agencies Association of India has announced that the AAAI Lifetime Achievement  Award for 2023 will be conferred on advertising veteran Shashi Sinha. This is the highest honour to be  given to an individual in India for his/ her outstanding contribution to the Advertising Industry.

    With nearly four decades in the advertising industry, Sinha is seasoned professional and has  dedicated the majority of his career to a single agency group. In a leadership span of 25 years, he  progressed from being the head of Media at FCB Ulka to the CEO of all media units under IPG Media  Brands in 2013. As CEO, he orchestrated a remarkable turnaround, transforming a little known media  group into the most respectable entity among all IPG business units in India. This success elevated the  global standing of IPG Media Brands. Simultaneously, his enduring stewardship of Amul for over 37  years attests to the high regard in which he is held. Beyond corporate achievements, he played a  pivotal role in the sevenfold growth of Interactive Avenues, a digital agency acquired during his tenure.  His emphasis on human resources ensured the retention of original founders within the leadership  team at MB agencies. Notably, MB agencies, apart from Group M, are the only media agencies to have  received Agency of the Year Awards at prestigious local shows like Emvies and Goafest Abbies.  

    Renowned for his active presence and guidance in various industry bodies, including roles as the  current Chairman of BARC, former President of the Ad Club and former Chairman of ABC and MRUC. His involvement in ASCI, and contributions to IRS editions and AAAI further exemplify his commitment  to influencing the advertising landscape. He has also been Chairman of the Awards Governing Council  at Goafest. Beyond his professional life, he contributes to social causes through advisory roles in  organizations like Akhand Jyoti Charitable Trust and TRRAIN Foundation, focusing on healthcare for  curable blindness and supporting the training and placement of people with disabilities in the retail  sector.

    Making the announcement, AAAI president Prasanth Kumar said, “Shashi Sinha’s journey in advertising is an inspiring narrative of leadership, innovation, and resilience. As the AAAI Lifetime  Achievement Awardee for 2023, he exemplifies decades of transformative impact, steering media  entities to unparalleled success. His tenure as CEO at IPG Media Brands marked a turnaround that  elevated industry standards, making it the most profitable entity under IPG in India. Beyond corporate  milestones, Shashi’s commitment to industry bodies and social causes is laudable. His achievements  reflect not just professional excellence but a deep-seated passion for shaping the advertising landscape  and contributing meaningfully to societal progress. Shashi Sinha is truly deserving of this honour.”

    AAAI Lifetime Achievement Award Selection Committee,  chairperson Anupriya Acharya remarked, “No one deserves this prestigious honor more than Shashi. While his success in advertising  is remarkable, his contributions to the industry at large are nothing short of exemplary. It is no surprise  therefore, that the entire committee unanimously agreed to bestow this award upon Shashi,  recognizing his outstanding achievements and significant impact on the advertising landscape.”

    The AAAI Lifetime Achievement Award is presented annually to an individual who has been a  practitioner of advertising for twenty-five years and had been in the top management position; has  been or continues to be an active participant in industry bodies and or made significant contributions  in shaping the industry priorities which enabled the advertising industry to grow, prosper and become  more professionalized; individual known for his integrity, ethical practice and leadership  qualities; contributed to his Company/Companies growth by innovative thinking and taking them in  newer directions; involved in projects of social consequence which is seen as a role model for the  industry at large and had been an industry veteran.

    Some of the past winners of this award include Subhas Ghosal, Alyque Padamsee, Mike Khanna, R K  Swamy, Piyush Pandey, Sam Balsara, Prem Mehta, Roda Mehta, Ram Sehgal, Madhukar Kamath,  Arvind Sharma, Colvyn Harris and others.  

  • Partha Sinha in the Effie HongKong Grand Jury

    Partha Sinha in the Effie HongKong Grand Jury

    Mumbai: Partha Sinha, President of the Times of India group, was the only international face in the recently concluded grand jury meeting of Effie HK.  The Association of Accredited Advertising Agencies of Hong Kong (HK4As) is the organiser and presenter of the Effie Awards in Hong Kong and has been doing so since 2004.  

    Other than Partha following four marketing experts were members of the grand jury.

    1. Andreas Moellmann (independent brand and marketing consultant)

    2. Eva Ng (global director of brand strategy, Schneider Electric)

    3. Jason Spencer (managing director, Kantar Insights Hong Kong)

    and

    4. Lambert Chan (adjunct professor, City University of Hong Kong)

    DDB Group Hong Kong’s ‘Unbroken’, for Hagar International, won the Grand Effie.

    Talking of the experience, Partha said, “ It’s very interesting for an Effie to get an international jury member for the grand Effie. Grand Effie judging is the only place where some meaningful discussion takes place about the work from that market and about the award winning cases. HK could be a small market, but there are some great thought provoking pieces of work from that market. The Grand Effie winning case worked on cultural authority and hence got some disproportionate traction in the marketplace. For me, personally, it was an enriching experience”

  • Dentsu India continues its contribution towards social responsibility with ‘One Day for Change’

    Dentsu India continues its contribution towards social responsibility with ‘One Day for Change’

    Mumbai: Dentsu India has marked yet another milestone on its path to sustainability by celebrating the latest edition of its flagship volunteering initiative – ‘One Day for Change’. Aligned to the network’s 2030 Sustainability Strategy, the seventh iteration of this initiative was themed around one of the network’s global sustainability pillars – ‘Fair and Open Society’.  

    ODfC is dentsu’s annual initiative driven by its commitment to create solutions to impact business and society positively. This year, the event focused on cultivating a more diverse and inclusive community through activities that empowered individuals to think, feel, and act with empathy & mindfulness.

    On 4 & 6 October 2023, a two-day event was organised at dentsu offices in Mumbai, Gurgaon, Bangalore, and Pune. Indoor and outdoor activities were planned in collaboration with Giftabled, an NGO that focuses on life skills, fine motor skills, and perception for children with autism and developmental delays. The event drew enthusiastic participation from over 478 employees contributing over 1434 hours across the two days.

    The outdoor activity emphasized the importance of eating nutritious meals and creating healthy and hygienic behaviors in children. It also provided them with the necessary knowledge and abilities to care for themselves, prevent illness, and live better lives. The indoor exercise, on the other hand, was designed to address the issues connected with sensory processing and perceptual skills that are frequent in children with cognitive deficits and autism. It gave volunteers the opportunity to design games for children who struggle with sensory processing and perceptual skills utilizing colors and sensory aspects.

    Commenting on the event, dentsu CEO Harsha Razdan said, “Sustainability is not just an idea; it is a way of being. At dentsu, our social impact goals are driven by our commitment to offer people-centered transformations that shape society. Our priority is to empower people – in business and beyond. As a leader in the space, we are privileged to have the expertise to influence people, making it our moral responsibility to ensure that opportunity and equality are provided as fundamental rights. They are not meant to be earned, but rather to be owned. Our goal for ODfC 2023 was to give this vision a boost, modify preconceptions, and embed the values that drive an open and fair society for all.”

  • Elevating client engagement: The focus on immersive experiences at Brew: GroupM South Asia’s Vinit Karnik

    Elevating client engagement: The focus on immersive experiences at Brew: GroupM South Asia’s Vinit Karnik

    Mumbai: GroupM unveiled ‘Brew’- its premier content upfront event, exclusively for clients on the 16th. The day-long event brought together several leading partners from the content industry and over 150 brand managers and marketing heads, across categories.

    The ‘Brew’ lineup was a mix of formats that included TV, Radio, Digital video and native content. The ideas/properties presented were exclusive and had never been presented in any other forum. Over 20 such presentations were made in the course of the day and clients had the option of going online and registering their bid for it immediately after a presentation. The collective worth of the properties presented at Brew 2016 exceeds Rs 65 Cr (about $10 Million). Each of the properties was bid for by multiple clients.

    On the sidelines of the event, Indiantelevision.com caught up with GroupM South Asia head sports, esports and entertainment Vinit Karnik.

    On asking as to how different and innovative was Brew this year, which is an IP of GroupM, which focuses on sports, entertainment, eSports, and content. Vinit mentioned that the emphasis this year was on creating immersive experiences for clients. These experiences included VR sessions, an Esports tournament, and the use of 3D anamorphic displays. The goal was to provide attendees with a deeper and more engaging understanding of the content and experiences offered.

    Vinit Karnik shared his insights on the current landscape of live sports streaming in India, touching on Linear TV, Connected TV, and Digital platforms. He expressed that the changes in the industry aren’t as drastic as they might seem, considering the ongoing transition from analogue to satellite TV, digital, and now, streaming on multiple screens. The key takeaway is that consumer choice has expanded, enabling a broader audience to engage with sports content, which ultimately benefits the sports industry.

    When discussing what brands consider before investing in Linear TV or Digital platforms for better ROI, Vinit emphasized that TV is here to stay, with significant room for growth in both connected TV and OTT. TV hasn’t reached all households yet, and the penetration of smartphones in rural India shows potential for further consumption of audio and video content. He also highlighted the ambitious plans for sports in India, including a bid for the Olympics in 2036, showing the nation’s growing interest and investment in sports.

    Regarding the reach of the esports market in India, Vinit acknowledged that it is still in its early stages. He explained that the Indian esports market is not yet comparable to the global market, which competes with live sports. However, India is making progress, and with continued effort and learning, it will likely catch up and become a significant player in the esports world. The goal is to showcase how esports tournaments can be built and scaled to match global standards.

  • Weekend Unwind with: Thought Blurb Communications’ Israa Khan

    Weekend Unwind with: Thought Blurb Communications’ Israa Khan

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind – a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, we have Thought Blurb Communications associate vice president – brand solutions Israa Khan.

    Israa embarked on her professional journey as a trainee at Thought Blurb Communications in Mumbai, and her passion and dedication have propelled her to the role of associate vice president. Over a period of 10 years with Thought Blurb Communications, Israa has worked on key accounts of industry giants like Reliance Digital and Parle Products.

    She holds a keen interest in audio-visual communication and her forte lies in crafting highly successful TV and digital campaigns for these esteemed brands. She also specialises in translating candid slice-of-life insights into compelling and effective propositions and ideas. Her approach is rooted in creativity and strategy, delivering results that leave a lasting impact.

    Beyond the boardroom, she thrives as a team player and an avid sports lover. You might catch her engaging in lively debates about the finer nuances of Beckham’s free-kicks or Kohli’s straight drive when she is not brainstorming creative strategies with her dynamic team.

    So, without further ado, here it goes…

    Your mantra for Life

    In a world where you can be anything, be kind.

    A Book you are currently reading/plan to read

    I plan to read Outliers by Malcolm Gladwell. His interesting definition of hard work caught my attention; ‘Hard work is a prison sentence only if it does not have meaning. Once it does, it becomes the kind of thing that makes you grab your wife around the waist and dance a jig.’

    Your Fitness mantra, especially during the pandemic

    Go easy, but do it.

    Your comfort food

    French Fries with a chilled glass of Coke.

    When the chips are down a quote/ philosophy that keeps you going

    It’s all part of the plan.

    Your guilty pleasure

    Binge-watching while I’m all cooped up in bed in my most comfy pajamas.

    A Life lesson you learnt the hard way

    It’s not always about you. Sometimes you can take a backseat and see life drive you.

    What gets you excited about life

    Meeting new people, knowing them, the similarities, the differences and exchanging life experiences. There is so much to learn there.

    What’s on top of your bucket list

    I have been an avid sports lover and a David Beckham fan since I was little. On top of my list is to interview David Beckham and take a sneak peek into his sports life surrounding all the controversies, his freekicks and his unbeatable hairstyles while revealing the secret behind being one of the most popular faces amongst advertisers.

    If you could give one piece of advice to your younger self, what would it be

    Travel. You can earn your money back but not your time.

    One thing you would most like to change about the world

    Focus on appreciation over flaws.

    An activity that keeps you motivated/charged during tough times

    Retail therapy. Reward yourself, pamper yourself, treat yourself and there’s nothing you can’t overcome.

    What lifts your spirits when life gets you down

    A drive all by myself in search for an unexplored café.

    Your go-to stress buster

    An episode of Friends, The Office or Schitt’s Creek.

  • “Relentless intelligent efforts in the right direction goes long”: InterMentalist’s Shivashish Tarkas

    “Relentless intelligent efforts in the right direction goes long”: InterMentalist’s Shivashish Tarkas

    Mumbai: The InterMentalist, a prominent influencer marketing network in South India, emerged in 2015 under the leadership of Shivashish Tarkas, who began this journey with just Rs. 3500 and a vision. Despite limited resources and no prior industry knowledge, Shivashish’s unwavering belief in himself led to a remarkable 2700 per cent growth.

    Starting at the age of 21, he defied the odds, and today, his agency collaborates with leading South Indian talent, crafting comprehensive influencer marketing campaigns that include strategy, talent identification, scriptwriting, pre and post-production, and thorough analytics. With a portfolio of over 200 actors and influencers, Intermentalist is a dynamic force in the industry.

    Indiantelevision.com spoke to The InterMentalist founder and CEO Shivashish Tarkas on his journey, on the motivation behind starting the InterMentalist, and much more…

    Edited Excerpts:

    On pivotal moments from your entrepreneurial journey, particularly during the early days when resources were limited; the most significant obstacles you faced in building InterMentalist and overcoming them

    My major challenge as an entrepreneur in this field was the lack of awareness among consumers and business owners. I spent a lot of my initial days explaining every concept to potential prospects, concepts which never existed few years ago. The power of online and digital media was undermined unlike today. I started my journey during the time when social media was not kooked up as now. Thus, my initial obstacles were more around spreading awareness and then converting them into a business.

    My second challenge was roping in clients. I was caught up in a deadlock which I had to break to move further. I started doing door-to-door marketing in business hubs of Chennai to see If I can provide basic services if not otherwise concerning online presence and social media (back then it was called social media marketing which lately got reinvented as digital marketing).

    Third challenge was to convince prospects that its branding first and ROI second. The very reason why influencer marketing or digital marketing hasn’t reached at all levels in India is due to expectations of immediate results, immediate ROI. It just doesn’t work that way. Handling logistics was also a challenge in the initial years. Prospects who got converted into clients did not have any materials or source for us to create content for social media. Therefore, it became an added responsibility and at zero monetary.

    On the motivation behind starting the InterMentalist and its distinguishing features from other agencies

    There are three main incidents in my life which made me start InterMentalist.

    First – I had one year to go precisely towards my college completion, My parents were called to the college campus for discussing certain issues which was non-academic. I was upset with the way they were treated in person or on calls. A decision was made by me that day – Whatever I do in my life, I shall ensure its not because of my degree and if at all I succeed, my college shouldn’t be taking credits for it. They thought they could bury me but they didn’t know that I was a seed. ?

    Second – As I was travelling in my college bus on a summer morning, sweating all-time high, folks around either listening to music or sleeping as journey to college was too long, my bus stops at the signal and I see a white bus with fully air-conditioned standing next to mine. People inside were IT employees who were doing the same thing as what we were doing in our bus – listening to music, gossiping, sleeping or just lost in thoughts. Both of the buses shared 90 per cent of the journey together. When I got off the bus, a teenage mind of mine came to a conclusion that – The only difference between two was AC. People in both the buses enjoyed more or less same privileges in terms of working hours, family time, travel time. A decision was taken – I can’t live my life this way and something needs to be done about it.

    Third – During exams, preferred travelling in bike and since the journey was long, used to hear a lot of motivational speeches. Mahatria who is the founder of Infinitheism during one of his speech citing his own personal life incident told a beautiful thing – “Do you want to become a typical 19-year-old or you want to become a 19-year-old who other 19 year old looks up to”. I believe that’s when my actual transformation began and there was no lookback.

    Today the agency stands apart for its work done and the work talks for itself.

    On the key strategies or decisions that you attribute  Intermentalist’s remarkable growth over the past few years to and advice that you would give to aspiring entrepreneurs looking to scale their businesses

    At a personal level, I think what works for all entrepreneurs is having accountability of work, self-belief, and the perseverance to work towards one’s dream. As a company what works for us is that being a minimal setup, we offer timely solutions with a quicker turnaround time.

    On your agency tailoring influencer marketing strategies to align with the preferences and sensibilities of the South Indian audience

    Every state in the South is different from another and hence one cannot generalise under one umbrella. The culture and understanding varies from state to state and one influencer or actor known in one state will be completely unknown in other state. We take pivotal steps to pass on the right information to the brands and also ensure that clients are well-updated with the markets at ground levels. This certainly helps us in catering a curated campaign which can connect with people.

    On some ethical considerations that influencers and agencies should be mindful of in the influencer marketing industry and InterMentalist’s approach to these concerns

    Likewise, we have a zero-tolerance policy towards uncalled tantrums coming from influencers end during a campaign. Ease of working with an influencer is a basic measure which plays an important role in our strategy. Hence if any of the points in check list doesn’t comply – we strictly don’t work with them.

    On exciting upcoming projects or initiatives that Intermentalist is currently working on, or any future plans for the agency that you’d like to highlight

    There are many exciting projects and initiatives that we are working upon but I hope to discuss the same with you once it goes live.

  • Report: Dentsu unveils the media trends set to shape 2024

    Report: Dentsu unveils the media trends set to shape 2024

    Mumbai: Dentsu released its annual media trends report, titled ‘The Pace of Progress: dentsu 2024 Media Trends’. Created by gathering insights from its specialists within Carat, dentsu X and iProspect globally, the new dentsu report highlights ten key catalysts of change within the media industry which are most likely to set the pace of progress for brands around the world.

    With over 40 pages of in-depth commentary, dentsu 2024 Media Trends extrapolates how Generative AI will be best used to spearhead growth, how monetization of the industry is gaining evermore traction and how genuine integrity in advertising will elevate brands. Not only does the report highlight the key trends within each of these three areas of interest, but it also provides suggestions on how brands can capitalize on them in the short and long term.

    “Our own client research has shown that more than 60% of marketers have said they’ve already started engaging with Generative AI in their company*. So, in our dentsu 2024 Media Trends report it was important for us to identify and introduce the additive advantages, trends and technologies to help them progress in this space,” says dentsu global CEO Media – international markets Peter Huijboom.

    Huijboom continues, “When we bring our experts together from our media agencies and from all around the world to create these predictions, it is essential we showcase the most pressing topics and the best opportunities for the future. This report does exactly that, in a convenient and easily accessible way.”

    dentsu CEO Media – South Asia Anita Kotwani adds, “Artificial intelligence (AI) is not just a buzzword, but a game-changer for the media industry. It has the power to automate, optimize, and personalize various aspects of media planning, buying, and execution. It can also unleash the creative potential of media professionals, by enabling them to generate new and engaging content, formats, and experiences for their audiences. This is what we call Generative AI, and it is the focus of our 14th edition of the Media Trends Report.

    At dentsu, we take pride in our insightful expertise that keeps us ahead of the competitive curve. We are always exploring new ways to leverage AI for our clients, partners, and employees. The Media Trends Report deep-dives into one of the most disruptive technologies – AI, taking us through the many trends that serve Generative AI on a platter. It aims to enable readers to reshape their work dynamics, tapping into the untapped potential through its many facets.”

    According to the new dentsu report, the key predictions for the direction of the media industry into 2024 and beyond are:

    Generative AI takes center stage:

    Generative AI is the most disruptive technology breakthrough of the last decade.  With 63% of marketers having said they’ve already started engaging with Generative AI in their company*, the technology is set to take center stage in the coming months and years.  From search to creativity to media planning and production, generative AI takes media effectiveness to new heights. This theme is explored through:

    Trend 1 – The rise of generative search 
    Generative AI will transform how people access information, from search engines to commerce platforms.

    Trend 2 – Creativity reimagined 
    The augmentation of human creativity through Generative AI in fields such as content and copywriting, as well as image development.

    Trend 3 – Generative optimizations 
    Leveraging Generative AI for simplifying advertising production, targeting, and effectiveness at scale and pace.

    The race to monetization:

    2024 will see the intensification of competition between tech platforms. As they strive to better monetize their services in their economic circumstances, platforms will double down on becoming more protective of their data, understanding their users, and stepping up their advertising offerings. This megatrend incorporates:

    Trend 4 – A world of lookalike apps 
    As platforms become progressively similar, attracting audience attention has never been more important for brands.

    Trend 5 – From walled gardens to walled pipes 
    Platforms have a more defensive stance on their data which opens the larger question of the delicate balance between protection and discoverability.

    Trend 6 – The identity refocus 
    A doubling down on people intelligence by media platforms as third-party cookies approach the end of the line.

    Trend 7 – More ads for more returns 
    Expansion of advertising into new areas for most platforms, with new formats, opportunities – and risks – emerging as a result.

    Integrity economics:

    Growth in the next year will not only be about hard economics; it will also be about brands’ sustainable contributions to society.  Amid rising societal and political polarization and climate emergency, building more carbon efficient, diverse, and safe online spaces for people and brands will be central to success. Highlighted through:  

    Trend 8 – The new faces of growth 
    With media consumption becoming increasingly diverse and personal, brands must adapt to reflect the needs and identities of audiences and stay relevant.

    Trend 9 – Safer, better, faster, stronger 
    Amid a fast-moving digital landscape, new developments in brand assurance aim to create safer environments for both people and brands.

    Trend 10 – More attention, fewer emissions 
    As brands implement carbon media efficiency strategies, optimizing for attention should lead to decarbonization through optimized and improved impact. 

  • Axis Bank launches its digital bank proposition – ‘open by Axis Bank’

    Axis Bank launches its digital bank proposition – ‘open by Axis Bank’

    Mumbai: Axis Bank has joined forces with Publicis Worldwide India to unveil its largest-ever and fully integrated campaign, Sirf Aapke Liye, which not only supports the launch of its new mobile-banking app ‘open by Axis Bank’, but also aims to reposition the bank as a digital-first organization.

    The integrated campaign has been conceptualised by Publicis Worldwide India and will consist of five TV commercials and ten digital films, featuring a variety of stories for individuals from all walks of life. It will be rolled out across channels, including TV, print, OOH, and digital.

    This initiative seeks to revolutionize the digital banking landscape while upholding the bank’s core principles of ‘open’—a commitment to innovation, transparency, and customer-centricity.

    Publicis Worldwide India managing director Oindrila Roy said, “This campaign marks an important juncture in the journey of Axis Bank. The brand is making a pivot to being a digital-first bank and the campaign is designed to communicate the same. When entrusted with this campaign, the strategy was to help Axis Bank make this transition while remaining true to its DNA and the legacy that it has created over the years. The campaign positions ‘open by Axis Bank’ app as a liberator that seeks to free customers from the everyday banking inefficiencies and transform banking into an effortless and enjoyable experience.”

    The campaign transcends the realm of traditional banking and introduces a truly human experience in the digital-banking category.

    Axis Bank CMO Anoop Manohar said, “This is a significant milestone in Axis Bank’s journey. As we continue to grow and adapt to the digital future, our core value of being ‘Dil Se Open’ will remain our guiding light, ensuring our offerings are both cutting-edge and rooted in the trust and familiarity our customers have come to expect.”

    At the core of the campaign lies relatability. The films introduce the audiences to every day, relatable characters who find themselves in situations that are all too familiar – waiting in long queues, traveling great distances, and enduring tedious banking processes. However, as the stories unfold, it becomes evident that these individuals were not merely engaged in banking but pursuing their passions and joys. ‘open by Axis Bank’ emerges as an intuitive app that helps the consumer navigate the complex world of banking quite easily.

    “The communication focusses on positioning ‘open by Axis Bank’ as an app designed to live up to the bank’s promise of keeping the consumer at the centre of the banking experience. The communication embodies that and hence the title is ‘Sirf Aapke liye’. The campaign represents a significant step forward in the world of digital banking, making Axis Bank not just a financial institution but a partner in the pursuit of happiness and fulfilment,” added Publicis Worldwide India executive creative directors Srijan Shukla and Pratheeb Ravi.  

    The commercials are scheduled to air during the highly anticipated Men’s Cricket World Cup, among other channels. In addition to TV, it will also have a strong digital presence, with video and social media platforms amplifying the message. Additionally, in-branch and out-of-home (OOH) promotions will guarantee that the campaign reaches a large audience.

    Personal Loan:

    Fixed Deposit:

    Bill Payments:

    International Money Transfer: