ITV

Category: Ad Campaigns

  • Score big with festive fusion: Where celebrations and sports unite for brand success: mediasmart’s Nikhil Kumar

    Score big with festive fusion: Where celebrations and sports unite for brand success: mediasmart’s Nikhil Kumar

    Mumbai: mediasmart, an Affle company, is a unified programmatic platform which provides advertisers, trading desks, and agencies ways to integrate consumer journeys across screens. Unique strengths such as omnichannel audience management & incremental measurement together with measurable and high-impact CTV advertising (through its proprietary Household Sync technology), make mediasmart the platform of choice for marketers looking for an intuitive and powerful programmatic solution, whether they choose to use mediasmart’s console or build their own solutions on top of its open APIs.

    Nikhil Kumar is a consumer marketing professional with over a decade of experience working in FMCG, retail, F&B & ad-tech set-ups with global brands like Puma, L’Oreal, Cafe Coffee Day and recently Bytedance & InMobi. With a career spanning over 14 years – Nikhil has worked across multiple functions with his domain expertise primarily being brand marketing (digital & offline), business strategy/ sales & go-to market plan/ execution across consumer goods, retail & startup eco system. He currently leads the business of India & Southeast Asia for mediasmart, an Affle company.

    Today with many tools available for a marketer to explore the various platforms when it comes to brand messaging. The festive season and the ICC World Cup is upon us. Indiantelevision.com spoke to mediasmart – vice president, India & SEA Nikhil Kumar on how brands are allocating their spends, also which are the brands which get a traction during the festive period and how much of the ad spends are spent on digital…

    Edited Excerpts:

    On the challenges and opportunities arising when two major events, such as the ICC World Cup and the festive season, coincide in the advertising landscape

    Cricket is a revered event in India, highly anticipated and watched by a majority of the audience. A marquee cricket event like the World Cup is akin to a festive season in itself as cricket fans globally wait for it. Consumer spending typically picks up for eCommerce/offline retail during the festive months from Oct-Dec and this year with the cricket world cup coinciding, we anticipate this is only going to get bigger! Advertising pundits already anticipate a cracker of cricket and festive season with bigger eyeballs for CTV and mobile. We also anticipate more visibility for DOOH screens that can lead to higher footfalls for in-store purchase or action on mobile. This is an unprecedented opportunity to hit it out of the park with the right advertising campaigns to capture the hearts and wallets of a captive audience ready to spend big.

    On the anticipation of sectors that drive the higher ad expenditure during the festive season, especially this year and the reason behind it

    Festive period is a time for celebrations and usually translates into bigger purchases centered around this period, whether that is traveling, shopping, buying consumer goods and automotives. This translates into large spends in general coming from high-growth industry verticals like automotive, eCommerce, fintech, FMCG, foodtech, gaming, healthtech & hospitality, and more, which are also a focus for us from a growth perspective.

    Post-pandemic, the surge in online commerce has shifted spending habits, boosting digitally native app advertisers’ confidence. With the convenience of online shopping and smartphone prevalence, they are expected to allocate substantial budgets for festive advertising. Additionally, with the festive season coinciding with the cricket World Cup, advertisers on fantasy gaming apps have an opportunity to capitalize on cricket enthusiasm. The convergence of festivities and sport makes for an exciting time for brands to spend big, no matter where they are or who they are!

    On an estimate of the total ad spend expected during the cricket and festive season in 2023, and its comparison to the overall annual ad spending

    Digital advertising in India continues to grow and there’s a positive outlook for this year as well among industry watchers. Historically, this quarter is poised to be the highest spending quarter. Advertising pundits are already betting big for the months of Oct-Dec and expect advertising spends to increase by 30-35% on the back of increased consumer spending on categories like eCommerce, FMCG, Automotive, BFSI, and Retail. Cricket world cup will also attract additional spending power of cricket gaming giants which have been key sponsors/advertisers of marquee Indian cricket events in recent times. The combined influence of heightened consumer spending and the celebratory atmosphere is a recipe for successful ad campaigns

    On cricket contributing to the majority of ad spending in the sports-related advertising sector

    Cricket has always caught the fancy of advertisers in India and even in the era of sports events being only broadcast via linear television, brands would flock to get prime real-estate on television. Now, cricket has only gotten bigger and is consumed over television via linear feed as well as on digital feed on CTVs via OTTs. In addition to this, the multiple other screens like OTT mobile apps also contribute to the increased consumption, making advertisers innovate advertising methods across digital platforms.

    Interestingly, sports-related advertising for cricket season is today no longer limited to bilateral series. With IPL’s foray on digital platforms, first with Hotstar and then on JioCinema, the advertising opportunities have only gotten bigger. Advertisers on both sides on linear and digital platforms enjoyed premium audiences and ad slots as overall viewership increased.

    On digital advertising expectation to receive higher ad spends compared to television during the festive period

    Consumption habits post-pandemic have transformed in favor of digital platforms/channels. While digital continues to grow bigger and get a dominant share of wallets from brands, to say that it will receive higher spends compared to television is a prediction which may or may not come true. However, we are certain that digital consumption continues to accelerate and one of the reasons why you see the growth and rise of CTV, a new-age digital medium, is the overall shift from linear TV to CTV, increased viewership of OTT apps on CTV, increased content consumption on mobile devices, and has led to a significant growth in advertising in digital channels like CTV. Advertisers globally – and in India – are lapping up the CTV opportunity and we have seen great results and ROI for some of our top clients in India who are already using the CTV advertising with us.

    Interestingly, festive season is all about families coming together and that rings true for CTV viewing as well dominated by co-viewing by families, bringing people back to their living rooms. The audience on CTV is spread across genres and apps, giving advertisers a unique opportunity to target individuals across demographics. In addition to this, with consumer journeys getting integrated across screens, digital advertising on CTV allows advertisers to target people in the same household, as well as drive users to take action on mobile or lead them to purchase in-store. These solutions make digital advertising on CTV attractive for advertisers especially during key moments like festive season.

  • Tata Coffee celebrates Tamil Nadu’s coffee love with Shik Shik Shik campaign

    Tata Coffee celebrates Tamil Nadu’s coffee love with Shik Shik Shik campaign

    Mumbai: Tata Coffee Grand, the packaged coffee brand from the house of Tata Consumer Products, celebrates International Coffee Day with a special coffee anthem dedicated to the people of Tamil Nadu. Commemorating the rich coffee heritage and the cultural significance of coffee in the region, the brand has collaborated with Arivu, a prominent rapper from the region, creating an anthem that showcases the region’s deep-seated affection for its culture, places, coffee, and its legendary cinema. The anthem features the signature ‘SHIK SHIK SHIK,’ sound created by shaking the pack of Tata Coffee Grand.

    Music has the power to evoke emotions and memories, and when combined with the rich history and flavours of coffee, it can truly create a sensory experience for listeners and viewers. The film traverses through the iconic landmarks of the region, like the bustling Central Station, the picturesque Pamban Bridge in Rameswaram, the majestic Thiruvalluvar Statue in Kanyakumari, and the serene Madurai Meenakshi Temple. The enchanting performances of puliyattam and kuthu dancers in an old theatre set-up underscores/ accentuates the state’s deep connection with cinema.

    The song finally transitions to a tabletop featuring different cups and kitchen tables, narrating the unique relationship of a family and its common love for coffee that runs deep in Tamil Nadu’s veins. By seamlessly integrating these landmarks and cultural references, the coffee anthem offers a visually stunning and emotionally resonant journey through Tamil Nadu’s coffee culture, celebrating both its historical significance and contemporary appeal.

    Talking about the coffee anthem Tata Consumer Products president of packaged beverages, India & South Asia Puneet Das stated, “We are thrilled to partner with Arivu to bring forth this captivating coffee anthem, a melodious celebration of Tamil Nadu’s enduring love affair with coffee. Through music and visuals, we pay homage to a culture where every day feels like ‘Coffee Day.’ The partnership aims to celebrate and honour Tamil Nadu’s quintessential love for coffee, highlighting how it is an integral part of people’s daily lives in the region. The anthem encapsulates the essence of Tata Consumer Products’ branded coffee and its dedication to quality, tradition, and the love for a perfect cup of coffee. The inclusion of the signature tune “Shik Shik Shik” adds a unique and distinguishable element to the campaign, making it memorable/ resonant for the audience. This musical ode is a creative endeavour by the brand, highlighting the significant relationship between coffee, culture and cinema among consumers in the region. Music has the power to convey emotions and narrate stories, making this collaboration an innovatively impactful medium to pay tribute to the coffee heritage of Tamil Nadu.” he further added.

  • PUMA Dives into the sporting season and launches AI campaign with Virat Kohli

    PUMA Dives into the sporting season and launches AI campaign with Virat Kohli

    Mumbai: Sports brand PUMA India has launched a unique AI-led campaign called PUMA DIVE  this season. Virat Kohli, ace cricketer and PUMA ambassador took to his social media today to announce the PUMA Dive campaign along with an image of him diving and asking fans to rate it.

    Virat’s fans in the past have often compared his iconic dives on the pitch to PUMA’s leaping cat logo, creating content that has gone viral several times. This season, PUMA has taken the fans’ love for spotting the cat and created a platform to reward them for every image of a dive that they upload on X (formerly Twitter).

    Under the two-month-long campaign, participants will be invited to upload images of the best dives in everyday life – be it swimming, sky diving, artists at concerts, to even self-participation at PUMA’s offline events at malls and stores this season with hashtag PUMADive. With #PUMADive, the brand promises that once you see the dive, you can’t unsee it!

    What makes PUMA DIVE unique is the integration of generative AI, which will assess the accuracy of each dive in relation to the PUMA’s iconic leaping cat logo, in under a minute. The closer a participant’s image of a dive matches the PUMA logo, the greater the reward they receive.

    Top entries in the season have the unique chance to play a real-life cricket match against PUMA brand ambassador Virat Kohli or win his special boots. Every participant is guaranteed a reward.

    “Fans are the heart and soul of the sporting culture of our country. As a brand, PUMA wants to give these fans a fun way to engage to celebrate iconic moments. Our #PUMADive campaign is a reflection of PUMA’s unique approach to capturing a collective emotion and creating innovative ways for people to own and express it. This campaign is an immersive mix of fun and AI-led technology with once-in-a-lifetime rewards such as playing a game with our star ambassador Virat Kohli, building an all-round fan experience,” said PUMA India managing director Karthik Balagopalan.

    Conceptualised by Leo Burnett India exclusively for PUMA, the campaign is expected to see enthusiasts from around the world taking part in this unique engagement.

    “When it is about owning the sporting season, we at Leo Burnett spotted a simple observation. Be it a diving catch at mid-wicket, or a goalkeeper saving a top-corner penalty; all dives in sport and in life resemble the PUMA logo. We leaned on AI technology to open the PUMA Dive campaign for fans, offering them dive scores for each dive they capture and share, gamifying the two-screen experience entirely. Our big plan is to make “PUMA Dive” a universal phrase because ‘once you see it, you can’t unsee it’, “ said  Leo Burnett India national creative director Sachin Kamble.

  • Singapore Tourism Board launches global ‘Made in Singapore’ campaign

    Singapore Tourism Board launches global ‘Made in Singapore’ campaign

    Mumbai: The Singapore Tourism Board (STB) has unveiled its latest global campaign, “Made in Singapore,” (MIS) aimed at inspiring travellers to choose Singapore as their next travel destination. The campaign puts a fresh spin on the passion-made possible destination brand, spotlighting quintessentially Singaporean experiences, from iconic attractions to hidden gems, all of which are deeply rooted in the unique passions that characterise Singapore’s identity.

    Speaking on the latest campaign, Singapore Tourism Board regional director – India, Middle East, South Asia & Africa GB Srithar said, “Indian travellers are increasingly seeking to connect deeply with a travel destination by venturing into off-the-beaten-path, less-explored, and previously unimagined experiences. This new campaign aims to resonate with these discerning Indian travellers, by highlighting how the ordinary is made extraordinary in Singapore through the rich tapestry of unique and distinctly Singaporean experiences. ‘Made in Singapore’ a testament to how a destination like ours makes possible a travel experience filled with a renewed sense of wonder and limitless possibilities.”

    Singapore Tourism Board assistant chief executive (marketing group) Kenneth Lim said, “The Made in Singapore campaign is anchored on our Passion Made Possible destination brand, which embodies the Singapore spirit of fulfilling individual passions and creating new possibilities. Through this latest campaign, we would like to reinforce Singapore as a destination that turns imagination into reality. Our goal is to showcase how everyday ordinary moments are made extraordinary and unforgettable, experienced only in Singapore – to inspire travel here.”

    Buoyed by strong fundamentals that make Singapore an attractive leisure and business destination, the country’s tourism sector is poised for strong growth. However, competition among destinations continues to intensify, along with changes in travel behaviour. A study conducted in Nov 2021 with over 3,000 respondents across 10 overseas markets found that over 60 per cent of people are looking for more purposeful travel, and close to 80 per cent of those planning for purposeful travel are looking for destinations that inspire them.  The MIS campaign, therefore, aims to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes: an inspiring city in nature destination that is not only vibrant and cosmopolitan, but also rooted in strong multicultural heritage.

    To build emotional affinity and inspire travel to Singapore, the campaign adopts a bolder and playful approach to convey the spirit of MIS: where a twist on the familiar creates a travel experience filled with wonder. From forest bathing at the unexpected setting of Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre, and witnessing a colourful “air show” at the all-new Mandai Bird Paradise, Singapore turns imagination into real and inspiring experiences for travellers.

    The latest additions to Singapore’s destination offerings also reflect this quirky spirit. Imagine this: at Sentosa’s The Palawan @ Sentosa by Shangri-La Group, the beachside lifestyle takes a thrilling turn with innovative beachside entertainment, including electric go-karts, a floating aqua park, mini-golf, beach clubs, and delectable food trucks. At PLUME, the newly minted cocktail bar at Pan Pacific Singapore, guests can savour fresh flavours inspired by local birds, offering a unique twist to the traditional cocktail experience. And for those seeking a one-of-a-kind culinary journey, Lou Shang, a hidden gem of a café, serves fusion dishes inspired by beloved local favourites, adding an exciting twist to familiar flavours. (Refer to Annex A for new, innovative experiences that travellers can look forward to in Singapore.)

    MIS replaces STB’s SingapoReimagine international recovery campaign launched in November 2020 to rekindle passion for travel in Singapore.

  • Kareena Kapoor Khan urges ‘Roz Ke Healthy Steps’ for World Heart Day

    Kareena Kapoor Khan urges ‘Roz Ke Healthy Steps’ for World Heart Day

    Mumbai: This World Heart Day (29 September 2023) Saffola, the legacy brand synonymous with healthy living and heart health, joins hands with Kareena Kapoor Khan to urge India to prioritise their health by taking #RozKaHealthyStep.

    The Saffola 40 Under 40 campaign, a movement aimed at addressing the pressing issue of 60 ki bimaryiaan 40 mein by inspiring India to embrace healthier living, has already inspired over 25000 individuals to take the Saffola Lifestyle Score and choose a healthier lifestyle over the past eight weeks. To spread this message far and wide Saffola partnered with 40 young achievers and influencers, under 40 years of age, from diverse backgrounds who urged young India to take #RozKaHealthyStep towards a healthier lifestyle.

    As World Heart Day approaches, Saffola aims to make this movement even larger and who better than Kareena Kapoor Khan, a living example of someone who has seen immense success in her career along with being an advocate for living a healthy lifestyle, to inspire millions more to join this health movement. The brand has released a video featuring Kareena Kapoor Khan, where she shares a powerful message with India about prioritizing their health.

    Kareena Kapoor Khan in her inimitable style emphasises how neglecting one’s health could lead to missing out on key opportunities to enjoy moments of joy that make up life. For instance, not being present to receive an award, missing out on your child’s school performance or being unable to accompany your parents on their special anniversary trip, all leading you to depend on others to stand in for you during life’s important occasions, all because your health is not supporting you. She goes on to emphasise that in the face of ’60 Ki Bimaariyaan 40 mein’, referring to the rising trend of lifestyle diseases among young Indians, people are missing out on special moments of happiness.

    Marico Ltd Somasree Bose Awasthi, Chief Marketing Officer, said, “The rising prevalence of lifestyle diseases among young Indians is a cause for concern, diseases that once happened at the age of 60 are now happening as early as 40. Hence, this World Heart Day, we want to remind everyone to take care of their health by eating right because if we truly want to enjoy moments of joy with our loved ones, we need to be healthy to be able to do so. We are proud to have partnered with Kareena Kapoor Khan, who is admired by millions, to encourage more and more people to take Roz Ke Healthy Steps and prevent 60 ki bimaariyaan in 40. As a health-centric brand, Saffola has always been committed to raising awareness about healthier living. With the Saffola 40 Under 40 initiative, our goal is to instil lasting habits that can enhance the lives of our consumers.”

    The campaign comes at a time when a lack of focus on health has led to a significant rise in lifestyle diseases like obesity, heart disease, and diabetes impacting young Indians. Conditions and health issues that were once commonly associated with individuals in their 60s are now affecting Indians much earlier, at the age of 40 and under.

    Start by checking your Saffola Lifestyle Score and Join the Movement today!

    Timesofindia

  • Eveready unveils ‘Khelenge Toh Sikhenge’ with new Ultima alkaline batteries!

    Eveready unveils ‘Khelenge Toh Sikhenge’ with new Ultima alkaline batteries!

    Mumbai: Eveready Industries India Ltd (EIIL), a Battery Brand with more than 50 per cent market share in the battery category, has introduced its new and improved range of Ultima Alkaline batteries. The brand has introduced its new range of Ultima batteries through a dynamic campaign ‘KhelengeTohSikhenge’. The campaign has been unveiled alongside a captivating TVC that showcases the Ultima and Ultima Pro range of premium alkaline batteries with increased power and longevity.

    The new range comprises the AA/AAA Eveready Ultima batteries, which present an impressive 400 per cent longer-lasting claim, as well as the AA/AAA/D Eveready Ultima Pro, which boasts a remarkable 800 per cent longer-lasting claim and is the most POWERFUL battery with Alkaline Technology. These batteries aim at delivering a consistent performance across a spectrum of modern devices and high-drain applications which have become more common in recent years such as toys, video games, smart remotes, wireless keyboard/mouse setups, trimmers, and medical equipment.

    Conceptualised by Ogilvy, the campaign shares a fresh perspective on play – highlighting its importance for children and moving the needle from play being just fun to learning through play with battery-powered toys. Thus, challenging society’s existing notion. The TVC campaign showcases a mother’s point of view as her young children play non-stop with battery-powered toys and engage in meaningful ways with those around them to learn important values and life lessons every single day – like friendship, sharing and compassion. The campaign also unveils the new and improved alkaline range of batteries – Ultima, with 400 per cent more power for longer-running toys and gadgets. With a transformation in both appearance and capability, this battery encapsulates Eveready’s commitment to innovation and power, setting new benchmarks for excellence in the industry.

    Eveready Industries India Ltd Sr. vice president & SBU head (Batteries & Flashlights) Anirban Banerjee said, “Empowering the present, energising the future – defines the revamped Ultima battery series from the house of Eveready. Its smarter appeal and long-lasting power embody our commitment to solving emerging consumer needs and innovation. Demanding devices like battery-operated toys, smart remotes, wireless mice, BP machines etc. need more power. The new and improved Ultima batteries, push our boundaries, with 400 per cent and 800 per cent longer-lasting performance, highly suitable for the high drain devices. The batteries are also equipped with a unique Turbolock Technology which prevents leakage and protects the consumer’s precious devices from damage caused by the batteries. As a testament to our vision of responsible innovation, Ultima batteries are eco-friendly and devoid of Mercury, Lead, and Cadmium. This is not just a product upgrade; it’s a step towards shaping a better tomorrow.”  

    Ogilvy India CCO Sukesh Nayak said, “Khelenge Toh Sikhenge” is an empowering platform that helps look at playing with toys in a new way. The games children play with their toys have a lot to teach them. Lessons on partnership, sharing, caring, teamwork, empathy and more can be learnt through continuous play. Eveready, India’s No. 1 battery with its new long-lasting Ultima batteries wants to own and build this empowering platform. And help enable every child in every household across India to learn something new and meaningful, every single day.”

    The Ultima Alkaline Battery range offers Ultima (MRP 22) – a pack of 10 batteries and Ultima Pro (MRP 45) – a pack of 6 batteries, with Anti-Leak Turbolock Technology, reinforcing leak protection and ensuring users’ devices remain secure and functional.

    Recently, Eveready also unveiled its new logo that marks a strategic brand transformation, forging a future-ready, self-aware brand committed to innovation, vibrancy, modernity, trust and empathy. The new logo reflects inspiration from the infinity loop which transforms into a fluid shape symbolizing an endless source of power and energy. Eveready with its continued aspiration aims to steer high-growth businesses in India that are sustainable, scalable, and profitable, and deliver lasting value for all the stakeholders through excellence, and customer-centricity.

    Note:

    400 per cent longer lasting than IS 8144: 2018 R6P standard for motor/toy. Results may vary as per device or usage pattern

    800 per cent longer lasting than IS 8144: 2018 R6P standard for pulse test. Results may vary as per device or usage pattern

  • Guest article: Measuring advertising ROI for festivals metrics and analytics

    Guest article: Measuring advertising ROI for festivals metrics and analytics

    Mumbai: India eagerly welcomes festivals with open arms, celebrating the joy and unity they bring. People from diverse backgrounds come together to partake in these festivities, creating a perfect platform for brands to connect with their target

    audience, establish a compelling brand image, and achieve financial success.

    Measuring advertising return on investment (ROI) can be challenging, especially

    during festivals when there is an influx of data. However, this data can be valuable

    in making informed decisions, optimising marketing campaigns, allocating

    resources, and ultimately increasing profitability. To achieve these goals, brands

    must utilise comprehensive metrics and analytics.

    1.   LTV/CAC Ratio

    Checking the Customer Lifetime Value (LTV) versus Customer Acquisition Cost (CAC) is essential for measuring advertising ROI. The LTV/CAC ratio is a key metric to evaluate the effectiveness of advertising during festivals. A ratio greater than 1 suggests that the festival marketing efforts are generating more long-term revenue than the cost of acquiring customers, indicating a positive ROI.  A higher ratio indicates a more profitable advertising campaign, while a lower ratio may suggest the need for optimization. One can also determine which marketing channels and campaigns are working best and allocate resources and fine-tune strategies accordingly.

    2.   New VS Repeat Customers’ Behaviour

    Leveraging the festive period for new customer acquisition can be highly effective, as festivals are a time of heightened consumer activity. By starting and planning campaigns well ahead with compelling content and engaging creatives is a good strategy. Indian festivals often have specific audiences, and tailoring campaigns to these segments can yield better results. Publishing festival-themed blog posts, articles, and videos that provide value to your target audience, for eg., festival guides, DIY ideas, and cultural insights can be fruitful to acquire new customers and also engage existing consumers.

    Analysing New vs Return purchase trends is also extremely crucial as it helps to make informed decisions regarding customer acquisition, retention, and advertising strategies. It ensures that advertising ROI measurement takes into account the diverse behaviours and preferences of these two customer segments, ultimately contributing to better ROI.

    3.   Gross RoAS VS Net RoAS

    Gross RoAS is the total revenue generated from advertising campaigns whereas Net RoAS takes into account deductions and expenses like returns, cancellations, etc., associated with the campaigns. Gross RoAS helps assess the immediate impact during festivals but Net RoAS provides a more accurate picture of the true profitability of the festive campaigns. While festivals can drive increased sales and revenue, they can also be associated with higher rates of cancellations and returns. Tracking this helps identify patterns and trends. One can determine if certain product categories, promotions, or marketing channels are more prone to cancellations or returns. It also provides insights into customer satisfaction, product performance, and the effectiveness of advertising campaigns.

    4.   Attribution modeling

    Attribution modelling plays a crucial role in measuring advertising ROI as it helps advertisers understand how different touchpoints and marketing channels contribute to conversions and revenue. In the context of festivals in India, where diverse marketing strategies and regional nuances are at play, attribution modelling becomes especially valuable. It helps you track the customer journey across various touchpoints, such as social media, email marketing, search ads, and offline promotions. This understanding is essential for optimizing your marketing mix. By this data, you can segment your audience based on their behaviour and preferences. This segmentation can inform personalized marketing strategies for different customer groups. Attribution modelling can also reveal seasonal trends in customer behaviour and help you plan marketing campaigns accordingly. For example, it can show if early promotional campaigns or last-minute offers are more effective.

    5.   Conversion rate analysis

    During the festive season, consumer spending reaches its peak, causing intense

    competition among brands. To ensure maximum return on investment (ROI), it

    becomes crucial to assess how effectively advertising campaigns convert interested

    prospects into paying customers. In this regard, analyzing conversion rates involves

    tracking individuals who engage with festival-related advertisements before

    embarking on their buyer’s journey. This analysis provides a comprehensive

    evaluation of an advertising campaign’s efficiency and effectiveness.

    All things considered

    In India, festivals are not just events but also cultural milestones that brands can

    embrace to connect with their customers. In these vibrant times, it has become a

    crucial endeavour for them to measure ROI on their advertising campaigns. To do this effectively, brands can leverage data-driven metrics and analytics strategies for valuable insights into consumer behaviour, campaign performance, and ROI. This information also allows brands to optimize their marketing strategies, efficiently allocate resources, and take advantage of increased consumer engagement and spending that typically occur during festive periods. Ultimately, by utilizing the power of metrics and analytics, brands can drive themselves towards success and profitability.

    This article is authored by ETML co-founder and COO  Amitek Sinha, a leading growth advertising & analytics company.

  • TAM AdEx report: Digital witnessed an increase in ad impressions by 33% in Jan-Jun’23

    TAM AdEx report: Digital witnessed an increase in ad impressions by 33% in Jan-Jun’23

    Mumbai: TAM AdEx India has recently released its half-yearly report (for the period Jan – Jun’ 23) on digital advertising.

    The report brings out that the digital medium witnessed an increase in ad impressions by 33 per cent in Jan-Jun’23 compared to Jan-Jun’21. Also, Jan-Jun’22 witnessed a significant surge of 47 per cent compared to Jan-Jun’21.

    Amongst the leading sectors, the services sector retained the top position with 46 per cent share of ad impressions during Jan-Jun’23 compared to Jan-Jun’22. The top two sectors (services and education) together added 54 per cent share of ad impressions on digital. Personal accessories and textiles/clothing were the only two new entrants in the top 10 list of sectors.

    As per the report, out of the leading categories, seven out of the top 10 categories were from the services sector. Ecom-online Shopping was the leading category with seven per cent share of ad impressions during Jan-Jun’23. Multiple courses and cars were the new entrants in the top 10 categories during Jan-Jun’23 compared to Jan-Jun’22. The top 10 categories together accounted for 41 per cent share of digital ad impressions.

    From a list of the top 10 exclusive and common advertisers between digital and TV mediums during Jan – Jun’23, Grammarly Inc. was the leading exclusive advertiser. There were 59k+ exclusive advertisers present in digital and 1800+ common advertisers between TV and digital mediums during Jan-Jun’23.

    The report states that among the top growing categories, 240+ categories registered positive growth. Based on the difference in ad impression, ecom-online shopping leads the list of top 10 growing categories in Jan-Jun’23 over Jan-Jun’22. In terms of growth per cent, the rental services category witnessed the highest per cent growth among the top 10 i.e. 47 times followed by energy drink and hosiery with 46 times and eight times, respectively.

    As per the list of leading web publishers and apps, YouTube (21 per cent) was the top web publisher in terms of ad impressions, followed by Aajtak.in (eight per cent) during Jan-Jun’23 compared to Jan-Jun’22. Whereas, YouTube & YouTube Music lead the list of top 10 apps in Jan-Jun’23.

    From the leading digital platforms and transaction methods for digital advertising during Jan-Jun’23, mobile display was the leading digital platform with 28 per cent share of ad impressions, followed by in-app display with 23 per cent share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 63 per cent of total ad impressions, followed by the ad network method with 18 per cent share in Jan-Jun’23.

  • Bacardi India’s Legacy Collective unveils new TVC with Ranbir Kapoor

    Bacardi India’s Legacy Collective unveils new TVC with Ranbir Kapoor

    Mumbai: Legacy Collective – Bacardi’s first and one-of-a-kind e-commerce platform that is bringing together Indian-made brands under one umbrella – has launched its latest campaign featuring a TVC with brand ambassador and renowned actor Ranbir Kapoor. Launched across TV, social media, digital, and cinemas, the brand film drives home the profound message that a legacy is not just for a chosen few, and with time as one’s ally everyone can carve their own legacy by staying true to their passion. In doing so, the campaign stays true to the Legacy Collective ethos – honoring the passion of homegrown brands in India who have just begun their journey.  

    Over the past few years, made-in-India brands have multiplied rapidly and taken center stage in the Indian market as they cater to the specific needs of the Indian consumers, while also ensuring premium quality and exclusivity.  

    With the aim to connect these visionary homegrown brands with consumers in the country, Bacardi had launched Legacy Collective in December last year with the iconic actor Ranbir Kapoor as the face of the brand. The launch of its latest brand film comes as another step in this direction, aimed to celebrate and empower the spirit of homegrown brands in the country.

    Commenting on the launch, Ayaesha Gooptu, Head of Domestic Brown Spirits, Bacardi, India & Legacy Collective, said, “Furthering our dedication amidst the emboldening make-in-india wave in the country, Legacy Collective is thrilled to bring to Indian audiences this latest TVC that beautifully captures the ethos of the platform. Featuring brand ambassador Ranbir Kapoor, this first-of-its-kind film is our ode to the spirit of those disruptors, innovators, and changemakers who are crafting a new legacy for the future of lifestyle in India with their relentless passion and creativity,”

    Talking about his experience, actor Ranbir Kapoor said, “Being a part of the Legacy Collective journey has been a thoroughly heartwarming experience. I really enjoyed working on the latest film that celebrates the power of building one’s own legacy in one’s own individualistic way. This is something that truly resonates with me as well, making it a project I will always cherish.”

    Explaining the idea behind the campaign, Orchard Advertising Pvt Ltd head of creative Pravin Sutar said, “At its heart, Legacy Collective is about progress and inspiring everyone to embrace their individual journey to success by staying true to their passion. Our campaign reflects on the insight that when time is your ally, you can carve your own legacy. And the film featuring the imitable Ranbir Kapor, an icon himself, perfectly delivers this message to our audiences.”

    The Legacy Collective aims to propel homegrown brands in India who have just begun their journey. With innate Indian traditions and heritage at heart intertwined with modern-day designs, the platform will further empower these brands to showcase their collection to a diverse set of inquisitive shoppers.

  • Tata Capital launches ‘Khoobsurat Chinta’ campaign with Shubman Gill

    Tata Capital launches ‘Khoobsurat Chinta’ campaign with Shubman Gill

    Mumbai: Tata Capital, the flagship financial services company of the Tata Group unveiled a new campaign featuring their brand ambassador Shubman Gill. The campaign is based on the insight that financial worries often take centre stage and customers get less time to focus on and enjoy the meaningful and important moments in their lives. The campaign urges customers to rely on Tata Capital to take care of all their financial worries and focus on more meaningful things (what they call ‘Khoobsurat Chinta’). The campaign will bring to life the brands’ purpose of being a responsible financial partner fulfilling India’s aspirations.

    The campaign is comprised of five films, a key brand film and four shorter product films. The brand film is a metaphor of Shubman’s own journey where his father took care of all his needs, allowing him to focus on his own ‘Khoobsurat Chinta’– his dream of playing for the Indian cricket team. The emotionally charged campaign unfolds through a touching narrative, highlighting Shubman’s achievements and his father’s role as an enabler in guiding him on the road to success. It draws parallels to Tata Capital’s role as an enabler in helping its customers achieve their dreams and aspirations. Shubman’s journey in the world of cricket also mirrors Tata Capital’s journey of growth in the financial services sector, which is driven by passion, skill, and relentless pursuit of excellence.

    In addition, the set of four short product films (two-wheeler loan, home loan, personal loan & business loan) are themed around getting instant loans through a seamless process from Tata Capital. These films also ride on the same theme of allowing customers to focus on ‘Khoobsurat Chinta’ by enabling loans easily. The campaign will run over a period of 5 to 6 weeks and will be visible across TV, OOH, print, social media and other digital platforms.

    Speaking about the campaign, Tata Capital chief operating officer- digital and marketing Abonty Banerjee, said, “The essence of the campaign thought is to portray Tata Capital as an enabler in the financial journey of our customers, while allowing them to focus on life’s beautiful moments. Khoobsurat chinta are those beautiful ‘worries’ which we enjoy thinking about, such as the colours of a new home or the venue for a wedding. The campaign uses Shubman’s life story as a metaphor of how one can focus on the more meaningful things in life when financial worries are taken away.”