ITV

Category: Digital Agencies

  • Balaji Motion Pictures, White Rivers Media make bold strides in digital movie marketing

    Balaji Motion Pictures, White Rivers Media make bold strides in digital movie marketing

    MUMBAI: In a film industry that averages over hundreds of movies every year, the bid to be in the audience’s consideration set has become increasingly competitive, hence disruptive movie marketing has become increasingly important.

    Leading the charge this year is Balaji Motion Pictures (BMPL). In association with its long-term digital strategy partners, White Rivers Media, BMPL have hit the right notes with their marketing campaigns for Jabariya Jodi, Judgementall Hai Kya, and Dream Girl. Crucially, these three campaigns delivered a lot of engaging content outside the spectrum of social media, using touchpoints that are less intrusive to the digital audience, with avant-garde techniques like programmatic advertising, sequential storytelling, and new-age influencer outreach.

    Digital media is growing at breakneck speed and while it is important to tell stories via social media content, the digital universe beyond social media is generally missed by a lot of entertainment brands. Team BMPL did a three-film, digital strategy deal with White Rivers Media. Furthermore, an integral part of each of these movie campaigns has been their effective use of existing public perception and leveraging it to nurture positive audience sentiment by using effective and innovative martech solutions.

    Commenting on the strong showing in 2019’s marketing results, Balaji Motion Pictures’ executive vice president Ruchikaa Kapoor said, "If we are to create desire in the mind of someone who is spoiled for choice, then we need to stand out for which we knew being ‘clutter breaking’ is imperative, both in terms of idea & presentation. White Rivers Media has hit the nail on the head in that regard. We have been working with team White Rivers Media, and their services go beyond traditional social media and it is great to be industry first adopters of various new-age digital!"

    On working with Balaji Motion Pictures, White Rivers Media chief executive officer & co-founder, Shrenik Gandhi quipped, "It is always great to be working with team Balaji. The quest for great storytelling, when extended to digital using programmatic and martech, creates nothing short of magic. We are given full license to innovate, and these are the sort of entertainment-category briefs that our creative and tech thinkers look forward to working on. I am happy that we have been able to deliver well on this front, and we’re going to keep this momentum going strong."

  • Dentsu Webchutney launches ‘The Ad Fellows’ – a program to groom next-gen ad talent

    Dentsu Webchutney launches ‘The Ad Fellows’ – a program to groom next-gen ad talent

    MUMBAI: Dentsu Webchutney, the creatively-led digital agency from the house of Dentsu Aegis Network, is changing its equation with internships in the industry. Starting today, it’s accepting submissions for The Ad Fellows, designed for ambitious entrants in the creative business.

    To build a pipeline for the future of advertising, it’s going beyond the traditional offers to officially launch a one-of-a-kind fellowship. Age and experience no bar. Anyone above the age of 18 is open to applying for an exhaustive 2-month program, with a chance to work on live projects at the Bangalore office. One can apply now or browse the syllabus at theadfellows.com. Suited for anyone from students to freelancers and current employees, every application needs to be accompanied by a 2-minute video about the applicant by September 21 on the site. A rigorous selection procedure will determine the first set of Fellows to be a part of the program.

    To back its belief that the very nature of marketing services is changing, the agency has developed its own syllabus, necessary to keep talent future-ready. Intensive techniques have been honed by its award-winning talent, and the pedagogy will span the 2-month interdisciplinary program. Selected fellows invited from any and all backgrounds will follow a syllabus that spans all functions on the agency floor.

    The Ad Fellows EVP and executive sponsor Gautam Reghunath said, “The industry is waking up to the economic reality of grooming its best and brightest from multiple dimensions. It’s about learning on the job with copious responsibility that belies your age. With inclination to work in advertising dampening, Dentsu Webchutney’s track record of adapting to change is a distinguishing reason for our success with our people. Creativity and communications over the next decade is not going to be shaped just by those who went to ad school or those strait-jacketed under traditional advertising job descriptions. Our best applicants have little-to-no inclination to advertising, but they love problem solving. That’s who we are excited to welcome.”

    ECD PG Aditiya, creative group head Binaifer Dulani associate director – strategy Ishtaarth Dalmia are the Fellowship mentors for the program. They have issued the following statement for prospective applicants, “The Ad Fellows is unlike any internship or fellowship program you’ve considered. With a chance to learn on the job with an award-winning team you have a shot at making outsized impact with us. Make a claim against the idea that advertising is deadweight by imbibing key craft skills that you can take to the next level, no matter where you are or where you want to go. This is our north star for every prospective Fellow; we can create a new standard together.”

    Following up from Pause The Resume, where the agency sought applicants’ browser history instead of a resume, The Ad Fellows is the first such democratic program to hone your craft through advertising. Batch 01 commences on October 14, 2019, and is run out of its Bengaluru office with plans to expand across other branches and the Dentsu Aegis Network.

  • Entropik Tech helps broadcasters better monetise content

    Entropik Tech helps broadcasters better monetise content

    MUMBAI: With the implementation of the new tariff order a few months back, the broadcasting industry has become more consumer-centric than being dependent on ad revenue for functioning as it gives the consumer the power to choose what one wants to see. The insight was shared by Entropik Tech founder and CEO Ranjan Kumar during an exclusive interaction with Indiantelevision.com, where he was talking to us about his company, which he claims to be India’s only EmotionAI startup.

    Kumar added that the growth of digital technologies and OTT services has made it quite difficult for broadcasters to monetise their content as consumers now have the choice to view it on other platforms.

    “That’s where technologies like EmotionAI can help the broadcasters. We help them create more consumer-centric content by bringing in deeper insight into the user behaviour and emotions in a scalable manner,” said Kumar, who is currently working with big broadcasters like Viacom18 and Star.

    He shared that using tools and technologies like brain wave mapping, facial coding, and eye-tracking, Entropik Tech is able to better understand the nuances of content and support the creative process for the broadcasters.

    “For example, say Netflix is launching the new season of Sacred Games, and comes to us with the promo to test how impacting it is. We will map a users brain waves and eye movements, etc, to record what part of the promo they liked, what part fell flat, and which characters drew their attention the most. They can then optimise that promo based on these inputs for creating a better impact on the audience,” Kumar elaborated.

    The whole research is done on a sample group consisting of members from the target audience as defined by the client. Then they are given a chance to view the content and their cognitive behaviour is noted and studied by neuro-scientists. The creative and data team then shares inputs with the client to help them optimise the content for the right audience.

    The EmotionAI technology of Entropik Tech can also help advertisers in recognising correct time slots and channels to advertise on based on rich consumer data and insight that the platform can provide. “We take the good currency to the right content, leveraging technology,” said Kumar.

    Explaining more the prospects that Entropik Tech has for brands, Kumar revealed that it can help brands in designing better packaging or choose the right fragrance and colour for the products as well as using the cognitive technologies for increasing saleability. 

  • Stratbeans enabled digital transformation for over 100 cos globally

    Stratbeans enabled digital transformation for over 100 cos globally

    MUMBAI:  Stratbeans has successfully enabled digital transformation for over 100 organisations across industries like healthcare, manufacturing, BPO, hospitality, banking, finance, and insurance. It has simplified workflows by creating automated learning frameworks that helped these enterprises in saving time and cost in training new employees and upskilling the existing ones. Established in 2008, by Sameer Nigam, Prasoon Nigam, and Pradeip Agarwal, Stratbeans has achieved milestone success working with large organisations like TATA, Genpact, EXL, Aviva, HDFC, ASPEN Pharma, among others. With companies increasingly investing in upskilling their employees, Stratbeans is helping corporations ensure their workforce stays relevant. It has successfully helped its clients to perform better for business growth, strengthening employee performance and increasing revenue by 200 per cent leveraging a digital platform.

    Commenting on the same, CEO and co-founder of the company Sameer Nigam stated, “Learning plays a vital role in nurturing skills that will shape the workforce of the future. With quality digital techniques, Stratbeans has been a pioneer to create and revive the HR ecosystem of enterprises towards organisational growth. We are delighted to accelerate digital transformation for these companies with our expertise and a wide array of digital solutions and offerings.”

    “With presence in India, the Middle East, and the USA, we are also planning to expand to regions to achieve new levels of growth,” he added.

    The company’s mission is to empower its clients through advanced digital learning and performance support solutions for enhanced employee performance and customer’s engagement. It helps in bringing all the information on a single platform which is accessible to each stakeholder through its offerings including gamification, interactive learning videos on adult learning principles packaged with AI-enabled and chatbot-based learning and performance support platforms.

  • Isobar South Asia group MD talks about the agency’s future plans on 11th anniversary

    Isobar South Asia group MD talks about the agency’s future plans on 11th anniversary

    MUMBAI: On the occasion of Isobar’s 11th anniversary, group MD for South Asia Shamsuddin Jasani spoke to Indiantelevision.com on ‘Media Minds’ discussing the journey that the agency has seen in the past decade and the way ahead. He also thanked the family of ‘Isobarians’ who ‘bleed orange’ and serve the agency with all that they have.

    Speaking about the transformation that the agency has seen since its inception, Jasani said, “We no longer call ourselves as a digital agency, but an agency for the digital age. We are looking at ourselves not only adding value to our clients’ digital presence but overall business as such.”

    The agency has created a number of successful campaigns amalgamating a fair mix of technology, creativity, data, and strategy. Jasani remarked that Reebok’s ‘Bruises Can Be Good’, and Maruti Suzuki’s physical and digital transformation stands as his favorites from the recent years.

    Outlining his plans for the future, Jasani noted that the agency will be investing heavily in voice technologies and AI & ML to create complete solutions for the brands. “We have started doing content marketing a few months back and will be working to build on this. We want to be a 25-30 member team next year.”

    Listen to the complete conversation here:

  • Sandeep Sawant to lead Hyperspace & Smart City at Dentsu Aegis Network

    Sandeep Sawant to lead Hyperspace & Smart City at Dentsu Aegis Network

    MUMBAI: Hyperspace India, the shopper marketing agency under Dentsu Aegis Network has appointed former Madison Retail paradigm’s deputy general manager, Sandeep Sawant to lead the operations. In this role, he will report to Posterscope – South Asia group MD Haresh Nayak.

    Sawant joins Hyperspace with close to 20 years of extensive experience in Shoppers Marketing, Retail Strategy, and Solutions as well as Rural Activation. Prior to MRP, Sawant was the vice president at Costra Advertising. 

    With a legacy of 11 years, Hyperspace services over 200 clients and has successfully set up 2000 plus stores. Today with Sawant at the helm, Hyperspace plans to expand its offerings, improvise on the existing services and develop Smart City solutions.

    Commenting on his appointment Haresh Nayak said, "We are delighted to welcome Sandeep to Hyperspace. The strategy to triple our business by 2020 was laid one year back, while we have ticked off certain plans to reach our goal, we will now be pushing more aggressively by diversifying our operations in rural markets, combining shoppers experience and implementation capabilities in smart city solutions and future proof our services by bringing in data and technology. With Sandeep’s expertise and skillset, I believe he’s the right fit to take our business ahead”

    Sawant commented, “Hyperspace has always been experimental and industry-first in its approach and is driven by passionate individuals who are always working to create a new experience for brands and its consumers. Being digitally-charged and data-driven, the agency ensures best ROI for its clients and the most impactful conversations with consumers. I am excited to be a part of the DAN family and I can’t wait to take the agency to greater heights.”

  • Madison Media launches data-driven marketing and insights platform Datask

    Madison Media launches data-driven marketing and insights platform Datask

    MUMBA: India’s foremost media agency, Madison Media today unveiled Datask, its proprietary consumer-based targeted marketing and insights platform, designed to identify and define personalised experiences at scale across creative, media and CRM. Datask drives customer-forward mar-tech capabilities to a higher level with the confluence of data and technology.

    Datask will help brands understand information about customer demographics and psychographics, including what draws customers in and persuades them to make purchases by bringing all the data together on one single platform, giving brands a cohesive view of customers. It will give brands the ability to centralise and manage their databases, analyse their marketing efforts, inform content management systems, power advertising platforms and thus improve overall marketing outcomes.

    Datask is designed to plan consumer insights, audience segmentation, channel planning, creative development and message distribution, with continuous optimization and measurement with attribution tied to brand performance at every step of the consumer journey. Datask can be integrated with marketing cloud, allowing clients to get the most from their first-party data and Mar-tech investments.

    Madison Media & OOH partner and group CEO Vikram Sakhuja said, “We are committed using insights, data, technology and MarTech capabilities to increase our clients' profits in a sustainable way. Until now, the idea of mass personalisation was more of an aspiration than a reality, Datask changes that. This is targeted marketing at scale and in action and the new platform can be leveraged by all Madison Media clients across multiple disciplines.”

    Madison Media chief digital officer Vishal Chinchankar said, “With Datask, we have created a unified technology platform that intakes disparate datasets, provides normalisation and segmentation on that data, and thus will allow Madison clients to define specific audience segments to which they can provide distinct marketing experiences.”

    Madison Media Group is India’s foremost media agency handling media planning and buying for blue chip clients including Godrej, Marico, Titan, Asian Paints, Viacom18, UBER, BJP, TVS, Raymond, Pidilite, Ceat, Blue Star, Piramal Healthcare, Domino’s, McDonald’s, Gaana.com, Timesjobs.com, Tata Chemicals, Crompton, Indian Oil, Snapdeal, Gowardhan Dairy and many others.  Madison Media is a part of Madison World which through its 11 companies served last year as many as 500 advertisers.

  • DAN Programmatic launches creative insights engine ‘DAN Vision for Creative’

    DAN Programmatic launches creative insights engine ‘DAN Vision for Creative’

    MUMBAI: DAN Programmatic, empowered by The Data Sciences Division of the Dentsu Aegis Network in India along with AMNET, the network’s programmatic arm has announced the launch of “DAN Vision for Creative”, a machine learning and neuroscience based engine that delivers path breaking insights into the predicted performance of a creative even before the creative has actually run.

    “DAN Vision for Creative”, through its sophisticated technology, endeavours to accurately present a visual heat map of effective elements of a creative and forecast the likelihood of its performance based on algorithms that have been trained over the performance of thousands of creatives and analysing millions of elements.

    Commenting on the launch, Dentsu Webchutney CEO and co-founder Sidharth Rao says, “One of the biggest game changers in modern marketing is the use of data to better the decision making capabilities of professionals to yield better outcomes. Creativity without data is a shot in the dark. Even when a creative professional claims to follow his gut, he or she is in reality analysing data generated through experiences for a particular outcome.  Having co-founded an agency that deploys new age solutions to solve common problems, ‘DAN Vision for Creative’ is just the right weapon to solve the age old creative problem of “Why are certain creatives performing better than the others?.” It is creating for us a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success.

    Using a battery of neuroscience research-based models that integrates psychometric and eye-tracking approaches with media effectiveness, ‘DAN Vision for Creative’ creates a platform for data and creativity to work together. 

    “Today, creative testing is about determining which creative is performing better for which audiences. This involves testing 100s of creatives. The by-product of this is, lots of budgets invested into creative production, time spent to create them, marketing budget spent towards testing them and the time involved to get a confident decision. All of this deters most marketers from doing comprehensive creative testing. To top it all, even after this, all we get is which creative is performing better, and no clue on which element is influencing it to perform better or worse. By combining advanced AI techniques such as RNNs (recurrent neural networks), Computer Vision and NLP (Neuro-Linguistic Programming), we are now able to provide predictive intelligence for the creative even before it goes live. This shortens the creative testing cycle and saves on time and money for our clients. Additionally, DAN Vision for Creative provides clues to the “Why” of the creative; making the future creative cycle even more sharper and focussed,” adds DAN Programmatic  CEO  &  Dentsu Aegis Network chief data officer (South Asia) Gautam Mehra.

    ‘DAN Vision for Creative’ will be merged with the Programmatic Predictive Technology, DAN Vision, launched earlier this year, and is available for global use.

  • IdeateLabs launches proprietary digital analytics tool iCOGZ

    IdeateLabs launches proprietary digital analytics tool iCOGZ

    MUMBAI:  IdeateLabs today announced the launch of iCOGZ – a proprietary tool developed ground up with the integration of 100+ APIs and proprietary crawlers that gives each marketer a single dashboard view of their digital assets, ad campaigns, marketing automation and analytics; all on one platform.

    Under a single login, iCOGZ gives the marketer a single dashboard view to monitor your brand health across all brand assets, including the website, social channels, digital campaigns and marketing automation.

    iCOGZ aims to assist every marketer in deep dive analysis, understanding trends and tracking digital campaign performance, giving valuable, real-time insight which can assist the marketer to evaluate their ROI funnel.

    iCOGZ will be a 100 per cent subsidiary of IdeateLabs to specifically cater to data visualisation analytics & audit for brands. IdeateLabs has roped in Naveen Nandan as the CEO for the business.

    Nandan comes with more than 2 decades of experience in integrated communications, digital, data analytics and direct marketing solutions and was the director marketing NMIMS University, in his last stint. He has worked with companies like DDB Mudra Group, Triton Communications, Dentsu Comm, Euro RSCG, TBWA. This is Naveen’s second innings with IdeateLabs.

    Nandan has combined his rich experience in brand strategy, consumer insights and the digital landscape to shape iCOGZ such that it enables the marketer to monitor the complete cycle from marketing to sales and from information to intelligence.

    “Marketers today spend a lot of valuable time to login to different platforms to track their digital campaigns/ assets. They depend on third party service providers to provide reports and insights about their campaigns. With iCOGZ this dependency reduces considerably as the marketers can use a single dashboard to view the health of the brand online and also measure the success of their campaigns on a real time basis” says Nandan.

    iCOGZ is currently used by various IdeateLabs clients in varied sectors like telecommunications, real estate, bfsi, consumer durables and retail.

    On the latest development IdeateLabs director Vrutika Dawda said, “We are excited to announce the launch of our analytics unit and one of its kind digital ROI and measurement tool iCOGZ. The tool has been conceptualised and developed by the insights & innovations team at IdeateLabs. iCOGZ is the first in a series of tools we are working on. With Naveen leading the initiative we are quite bullish on adding meaningful value to our clients and the industry as a whole.”

  • Rezo.AI brings email automation to enable brands transform customer experience

    Rezo.AI brings email automation to enable brands transform customer experience

    MUMBAI: Rezo.AI, an AI-driven platform disrupting the customer services segment in India with its pioneering technology has announced its key product offering – email automation. Leveraging the benefits of email, Rezo.AI’s Conversational AI engine is helping brands build personalised relationships with customers without the need for human intervention.

    For years, brands have been engaging with customers through email. In order to make the most out of the powerful tool, there is a need to automate repetitive functions. Banking upon the machine learning algorithms that Rezo.AI has built over the past 2 years, it is able to easily transform the customer experience by automating workflows and providing real-time assistance to customers.

    Today, customer demands seamless services across all channels based on their real-time behaviors and interactions with the brand. They expect to have personalised, frictionless, on-demand and data-driven experience helping them to make a better decision. Rezo.AI helps brands with AI automated responses to engage with customers. It has successfully enabled pre-sales as well as post-sales queries over email for multiple enterprises, by handling up to 90 per cent of conversational traffic with personalised responses.

    Commenting on the same, Rezo.AI co-founder & chief data scientist Rashi Gupta said, “Customer experience (CX) is taking center-stage in an era where superior products and services alone are no longer sufficient to attract and retain customers. Therefore, integrating emerging technologies to automate the ways in which an enterprise interacts with its customers has become a necessity. With Rezo.AI’s email automation solution, brands will be able to understand their customers at a deeper level, and predict what they really want, helping them craft relevant campaigns and product experiences at an effective cost.”

    India is witnessing a significant digital and technological transformation hence, changing the way customers perceive and interact with organisations. Rezo.AI enables businesses to respond to these changes quickly and use emerging technologies to transform their business operations. Recently, a first in the industry, Rezo.AI also introduced WhatsApp Automation that is currently being leveraged by various brands including CarDekho.