Category: Media Agencies

“We always keep bouncing off ideas and exploring possibilities of innovation and creativity”: Social Panga’s Himanshu Arora

Mumbai: Recently, Social Panga joined LS Digital (erstwhile Logicserve Digital) to form India’s biggest independent group for the global market. This move enables the group to further strengthen its solution-driven digital marketing transformation offerings, unlocking value for marketers looking for creativity and operational efficiencies in their growth path.

The integrated creative agency became part of LS Digital’s six-pillar framework, which comprises media, UI/UX, creative & communication, CX (MarTech), data & insights, and tech innovations. It marks a significant step towards realising the goal of creating an end-to-end suite of services in India for the world.

Social Panga has a presence in Bengaluru, Mumbai, and Delhi, with over 150 clientele and a team of over 350 ‘marketing mafias’ providing a solution-driven approach. It also has an in-house video production wing ‘The Yellow Shutter’ that has shot over 100 advertising films and onboarded over 65 brands in the last 12 months.

Indiantelevision.com in an email chat with Social Panga co-founder Himanshu Arora conversed on the decision behind the merger, Social Panga’s long-term vision, and more…

Edited Excerpts:

On the driving force behind the decision to merge Social Panga with LS Digital and this merger benefiting both entities

This independent group empowers us to be more than just a marketing agency; we are now a holistic solution provider in the dynamic landscape of marketing transformations. Our expertise now extends across diverse domains such as media, UI/UX, creative, data and insights, CX, Tech and Innovations.

What makes this even more special is its global perspective. While our roots are firmly grounded in India, this marks the beginning of our journey from India to the world. We extend our heartfelt gratitude to each of our partners for their trust and support. Together, we are embarking on a ‘Made in India for the World’ revolution, and it’s all happening in the realm of digital and advertising.

On collaborative projects or initiatives that can be expected to emerge as a result of this merger

We firmly believe that specialisation is the key to providing you with unmatched services. With this partnership, we can now venture into more specialised areas such as AI, CX, UI/UX, and Media planning. These are the very elements that are shaping the future of marketing, and we are excited to bring them to a large pool of customers.

You can expect to see a range of collaborative projects, innovations in new-age technology and initiatives that leverage the strengths of all entities in the near future.

On the consistency of Social Panga’s long-term vision, and its evolution to align with LS Digital’s overarching goals following the merger

The long-term aim and vision of Social Panga remain consistent. We continue to be a culture-driven, people-focused agency, the way we have been in the last nine years. Our thought process continues to remain the same – to work towards something which is big enough and has not been done by anyone in the industry yet.

We will adapt focusing on scalability, efficiency, and integration into a larger global network. We will be prioritising strategies that leverage LS Digital’s resources and expertise to provide clients with more comprehensive and competitive digital marketing services.

On maintaining and integrating Social Panga’s core values and culture within LS Digital and harnessing the specialised ‘marketing mafias’ team for driving innovation and excellence across the newly formed group

We are all a part of a group. Along with Social Panga, there is Langoor Digital and F1 Studioz which have been present for some time. With this now there are four agencies bringing in different expertise aimed at global growth.

Our “mafia’s” will continue to work in the same manner with a single goal & objective.

It’s important to note that while this partnership opens new doors, our core values and working style remain unwavering & nothing changes, other than it opens up more opportunities. What changes is our ability to serve clients with even greater expertise, an expanded skill set, and a more empowered team.

On maximising knowledge sharing and cross-pollination of ideas to drive continuous improvement with both companies joining forces

We are all a passionate bunch of entrepreneurs who are coming together. So invariably, knowledge sharing is going to be the way of working for us. We always keep bouncing off ideas and exploring possibilities of innovation and creativity. In fact, we already initiated cross-competency training across organisations.

We will now involve the team in this too and build structures or models which involve them. The team will get access to more information and knowledge across UI, UX tech, digital, global exposure etc. This will be a catalyst for an overall creative thinking rather than restricting to one single area.

On maintaining a balance between serving the local market’s needs and catering to international clients as LS Digital expands its global reach through this merger

Local markets are our cake right now and global clients are cherry. You may want to have cherry but the cake is the base for any birthday party. Similarly, we have got our cake covered anything from the global market is just a cherry on the top.

As pioneers in what may be a groundbreaking collaboration within the Indian advertising industry, we acknowledge that there may not be a well-defined roadmap. We anticipate encountering fresh challenges and obstacles, which will necessitate the creation of novel solutions and approaches.

September 20, 2023
“The digital creative industry’s landscape is in perpetual flux”: Garage Group’s Saurabh Gupta

Mumbai: Digital media, music production, and creative marketing are vibrant and interconnected facets of the entertainment and advertising industries. Digital media encompasses online content, including videos and interactive experiences. Music production involves creating and arranging music tracks, often for media projects. Creative marketing focuses on innovative campaigns to engage audiences and promote brands. Together, these elements play pivotal roles in shaping modern entertainment and advertising strategies, leveraging technology and creativity to captivate and engage audiences in an ever-evolving digital landscape.

Garage Group is a creative agency founded in 2015 by Saurabh Gupta and Anjali Chauhan. They offer services in creative, digital media, social media, video production, and more. Garage recently underwent a transformation, uniting various groups under Garage Collective to foster collaboration and innovation. They have a history of working with brands like Sony, Microsoft, Oppo, etc., aiming to revolutionise the creative industry.

In an email conversation with Garage Group founder and MD Saurabh Gupta, Indiantelevision.com delved deeper into Garage Group’s evolution, maintaining creative excellence, their vision and mission, etc.

Saurabh Gupta is from Kanpur, the eastern business hub. He began his career at a young age and has spent the last 12 years working with various MNCs and big brands in leadership roles such as Reliance Entertainment Digital and Percept Media as a business head of innovations and new initiatives. In 2015, he founded Garage Productions, which was primarily a film production house focusing on short format and new-age content. With increasing demand, this evolved into a full-service digital creative agency with an in-house production facility, the first of its kind in India.

Edited Excerpts:

On the journey of Garage Group’s evolution from its inception in 2015 to the diverse range of verticals it encompasses today

Since its inception in 2015, Garage Group has evolved into a versatile digital creative agency with a diverse portfolio of verticals. The journey has been marked by notable milestones and challenges. Initially, establishing a unique identity in a competitive landscape was a significant hurdle. However, our dedication to strategies and a client-centric approach propelled us forward. Collaborations with esteemed brands like Sony and Microsoft elevated our reputation. Geographic expansion to multiple locations enabled us to better serve clients and seize new opportunities. Looking ahead, our focus remains on sustained growth, technological integration, and nurturing creativity to surmount challenges and lead the industry.

On the introduction of Garage Collective driving synergy among Garage Music, Garage Productions, and Garage Media

By converging talents across these verticals, we unlock innovative possibilities. For instance, music produced under Garage Music can seamlessly enhance video content created by Garage Productions, while Garage Media magnifies the reach of both. This consolidation bolsters creativity, resource utilisation, and the overall impact of our offerings, propelling Garage Group to new heights as a unified creative force.

On Garage Group setting itself apart from, in a competitive landscape with numerous creative agencies and your USP that consistently draws clients to choose Garage Group for their creative needs

Amid a sea of creative agencies, Garage Group distinguishes itself through its Unique Selling Proposition (USP): a fusion of innovation, collaboration, and tailored solutions. Our deep commitment to crafting innovative campaigns while maintaining a collaborative relationship with clients stands at the core of our success. Moreover, our multi-vertical approach allows for comprehensive solutions under one roof, streamlining the creative process and offering clients a holistic experience. This holistic blend of innovation, collaboration, and diverse services consistently attracts clients to choose Garage Group as their preferred creative partner.

On highlighting a project that you consider particularly innovative or impactful, and its stand-out factor

The campaign generated a cascade of engagement, sharing heartfelt stories and forming a supportive community. This project’s innovation lies in its capacity to align with Caprese’s goals while resonating deeply with the audience. The success of this campaign underscores Garage Group’s prowess in delivering impactful campaigns that meld meaning with creativity, driving both emotional connection and tangible results.

On Garage Group ensuring consistent creative excellence across different regions with its presence in multiple locations

Maintaining creative excellence across multiple regions is a cornerstone of our operation. We achieve this through standardised processes, clear communication, and a unified creative vision. Regular cross-regional collaboration ensures knowledge transfer and shared best practices. Local teams are empowered to infuse cultural nuances into campaigns while adhering to Garage Group’s overarching standards. Moreover, technological tools enable remote collaboration and efficient resource allocation. This approach ensures that clients experience the same high-caliber creativity and results from Garage Group’s services, regardless of their location.

On the key trends that you’ve observed in the digital creative industry and Garage Group adapting to stay at the forefront of these trends

The digital creative industry’s landscape is in perpetual flux. We remain at the forefront by keenly observing trends. Interactive content, augmented reality, and data-driven personalisation have gained traction.

By being agile and proactive, Garage Group consistently innovates and maintains its standing as a trendsetter in the digital creative realm.

On seeing the landscape of digital media, music production, and creative marketing evolving in the next few years and the role that Garage Group aims to play in shaping this evolution

The coming years will witness transformative shifts in digital media, music production, and creative marketing. These changes will be driven by AI integration, immersive experiences, and enhanced data analytics. Garage Group aim is to be a proactive influencer, embracing these changes to offer pioneering solutions. We envision leading collaborations that amplify cross-disciplinary synergies, and pioneering experiences that captivate audiences. Our mission is to drive these industries forward, continually redefining the boundaries of creativity and technology while nurturing meaningful connections between brands and consumers.

On their vision & mission for the next three years

We’re committed to empowering our teams, fostering a culture of constant learning, and pushing creative boundaries. Through these efforts, Garage Group aims to be a driving force in shaping the future of digital media, music production, and creative marketing, consistently exceeding client expectations and setting industry standards.

September 8, 2023
Human bags branding and communications mandate for Co2Exist

Mumbai: Recently launched integrated agency, Human, by creative duo Chirag Raheja and Imran Khan, who are walking their independent path after a long stint in the advertising world, bags its first branding and communication mandate for Co2Exist.

Co2Exist is an Indian startup that helps companies and individuals realize their climate commitments. Their goal is to help people across the world achieve a carbon-neutral status while generating revenue for their green efforts.

Commenting on the partnership, Co2Exist director Menaka Pohani said “Human, founded by Chirag and Imran, was a logical choice for Co2Exist’s communications partner.

Their approach, work ethic and professionalism stood apart and is what helped us make our decision to partner with them for our communications plan. Their innovative strategies and expertise in creating impactful marketing campaigns align seamlessly with our commitment to promoting sustainable practices and reducing carbon emissions.

Our decision to appoint Human was driven by our mutual vision to raise awareness and take effective action in combating climate change. By engaging with Human, we aim to amplify our message, reach a wider audience, and inspire behavioural change on a global scale. We believe that this collaboration will enhance our efforts in building a more sustainable future.”

The agency’s mandate includes working on the brand’s identity and digital communication strategy, and implementing clutter-breaking ideas that effect change.

Pohani continued, “On the identity front, Human has already designed a logo for the brand – one that reflects the key aspects of sustainability – restoring our green cover and water bodies, and switching to sustainable power sources to reduce the burden of consumption on the planet.”

Commenting on the logo, Human co-founder and director Imran Khan said “Sustainability is a very broad idea, and capturing the intent of the brand is always crucial. I’m glad we found a genuine depiction of the brand’s purpose, and hope to extend it in many different ways going forward.”

Commenting on the partnership, Human co-founder and director Chirag Raheja said “Co2Exist is an idea whose time has come. Their business resonates deeply with our ethos of creating work that’s good for the people, and the planet at large. So when we were offered a chance to be their communications partner, we leaped at it. We feel honored to be their partner of choice, and intend to fully repay the trust placed in us through work that drives meaningful results.”

Khan added, “Our goal is and will always be to work with purpose-driven brands. Co2Exist’s purpose is as big as it gets – they’re literally out there trying to save the world from the clutches of climate change. We couldn’t have asked for a better first client. I’m excited about the win, and look forward to creating work that drives positive change. “

August 22, 2023
Millimetre names Zero Gravity Communications its agency of record

Mumbai: Millimetre, the flagship brand of Lamitude has announced Zero Gravity Communications (“ZGC”) as its creative, strategic and media planning agency of record. ZGC is an independent advertising agency based in Ahmedabad. The agency will handle brand strategy, creative execution, and digital media duties for Millimetre.

“ZGC is filled with strong talent, creative minds and extensive experience in creating meaningful brand actions” said Lamitude partner Punit Tambi. Together ZGC and Lamitude will be launching a series of campaigns to strengthen the market presence of Millimetre brand in a hyper personalized way by leveraging a strategic mix of traditional and digital channels to maximize reach, engagement and impact across the value chain.

The pursuit of redefining interior surfaces gave birth to Millimetre. It’s first iteration is of 36 beautifully crafted decors, under three categories. Millimetre is all set to transform the surfaces industry with innovative product launches this year.

Speaking about the mandate, ZGC founder Khushboo Sharma Solanki said “We are thrilled and honoured to be chosen as Millimetre’s Integrated Marketing Agency of Record. Our team at ZGC is deeply committed in doing our part in the success story of Millimetre through our digital-first approach and creative marketing strategies. We understand the significance of Millimetre’s vision, and we are excited to embark on this transformative journey together.”

August 21, 2023
DoubleVerify releases report – ‘Four Fundamental Shifts in Advertising and Media’

Mumbai: DoubleVerify (DV), a leading software platform for digital media measurement, data, and analytics, has released its report for the year 2022, “Four Fundamental Shifts in Advertising and Media.”

Two years after DV’s original report, this expanded edition analyses insights from over 16,600 global consumers in 18 countries. At a time of significant macroeconomic change, these findings reveal the dynamic relationships between consumers, digital content, and advertising—arming stakeholders with the insights they need to make well-informed strategic decisions.

The report marks some significant takeaways. Firstly, the economic downturn continues to ‘stay at home’ content consumption—particularly on CTV and social media—with most (55 per cent) consumers now spending more time consuming content daily than they did pre-pandemic.

Secondly, attention fuels media efficacy—two thirds (66 per cent) of respondents claimed an ad that captures their interest in the first five seconds will make them more likely to pay attention.

Thirdly, online shopping surges and is bolstered by a contextual approach—54 per cent of respondents report buying more items online now than pre-pandemic, while 67 per cent are more likely to pay attention to an ad if it’s relevant to the content they’re viewing—such as reviews or gift ideas.

Fourthly, trust and shared values foster loyalty, but consumers are quick to judge. Consumers are concerned about the spread of mis- and dis-information, and it shows—61 per cent are even less likely to purchase/use a brand again if they see it advertised alongside mis-/dis-information.

“This study highlights that consumer consumption habits are evolving in response to macro social and economic trends—from intensifying concerns about inflammatory or polarising content to a continued shift in the platforms and channels consumers are turning to for content consumption,” said DoubleVerify CEO Mark Zagorski.

He continued, “Brands must react to these changing habits to ensure they reach the right audiences as efficiently as possible and maximise their digital investments. As our research shows, with digital content consumption rising, there’s a clear opportunity to garner consumer attention and power campaign performance. To unlock this opportunity, brands must evolve their ad strategies—meeting their audiences where they consume content and focusing on contextually relevant, attention-grabbing ad placements that also safeguard their brand reputations.”

“In these hyper-evolving times, these insights are significant for brands wanting to boost their digital ROI. This is especially important in India, where the market is highly competitive and dynamic. As demonstrated in the findings, digital content consumption and post-pandemic online shopping are higher in India than in any other region. This presents a huge opportunity for marketers who need digital media strategies that can effectively reach relevant audiences while ensuring that they don’t inadvertently advertise/promote misinformation and disinformation,” said DoubleVerify head of sales India Nachiket Deole.

He added, “This is the era of new-age consumers, who are more aware, conscious, and empowered than ever. Thus, we are working with clients to help them develop the best strategies to protect their brand reputations while achieving scale, and deliver on the desired outcomes of influencing the customers to convert to a purchase.”

Consumer appetite for content continues to soar—led by CTV, streaming, and social

Globally, most consumers (55 per cent) are spending more time each day consuming content now than they did pre-pandemic. This is as high as 78 per cent in India, the highest of all regions surveyed. Inflation is a key driver, with almost half (45 per cent) of respondents globally noting the reason they’re spending more time consuming digital content is because they are staying at home due to the rising cost of living.

CTV (connected TV) and streaming services have clear momentum, with 55 per cent of respondents having subscribed to additional services in the past 12 months. The increase in sign-ups is strongest in India, where 74 per cent have subscribed to additional services in the last twelve months. Meanwhile, globally, 27 per cent expect to spend more time on social media in the year ahead—peaking at 41 per cent among 18-24 year-olds.

With costs under consumer scrutiny and digital content consumption rising, ad-supported content represents a growing opportunity for advertisers, with 59 per cent open to ad-supported video streaming apps if they cut prices.

Brands must address attention fragmentation—or risk losing consumers

Survey respondents reported that they believe they see between one and 50 ads per day—estimates suggest the true average figure is at least 4,000.

Where an ad appears determines its impact, according to consumers. YouTube dominates as the number one proprietary platform for securing the attention of respondents in 15 out of 18 countries surveyed—followed by Facebook (39 per cent) and Instagram (28 per cent). Newer platforms continue to attract consumer attention and engagement. TikTok is rapidly expanding, and 43 percent of 18- to 24-year-olds say they intend to spend more time on the app in the coming year.

Timing is essential, with two thirds (66 per cent) stating that they are more likely to pay attention if an ad captures their interest in the first five seconds.

Shopping’s digital maturity presents a new opportunity for brands to make an impact

Online shopping continues to grow, as most consumers—54 per cent, report buying more items online now than they did before the pandemic. Meanwhile, consumers in emerging markets are more likely than the general population to say they are shopping online more now than they were before the pandemic, with Indians leading the pack at 74 per cent.

Pre-purchase habits are also evolving, with over half (53 per cent) highlighting that they use digital content to inform planned purchases more often than they did before the pandemic—in India, this is a notable 75 per cent. With two thirds (67 per cent) of consumers saying they are more likely to pay attention to an ad if it’s relevant to the content they’re looking at—like reviews or gift ideas. This reinforces the importance of contextually relevant ad placements.

Brand values are key as consumers reward action against inflammatory content, mis- and dis-information

Likely exacerbated by polarised news and opinions, the majority of survey respondents (68 per cent) are concerned that levels of mis/disinformation are increasing—and brands must be conscious of ad adjacency. In fact, 61 per cent would be less likely to purchase/use the brand again if they saw it advertised next to content that they determined to be mis-/dis-information. In India, this is 63 per cent.

The majority of survey respondents (82 per cent) state they have been exposed at some point to mis-/dis- information on social media.

Brand action on mis-/dis-information will be rewarded with trust from consumers. The majority (69 per cent) value brands that actively fight against mis-/dis-information and the same number (69 per cent) state that companies that are genuine and authentic appeal to them.

November 16, 2022
Dentsu 2023 Media Trends: Industry trends tapping shifting consumer behaviour

Mumbai: dentsu International has compiled and released the insights and projections of all its global media agencies into the comprehensive 2023 Media Trends guide for marketers worldwide for the second year in a row.

The analysis released on Thursday covers the top media trends to watch out for in the upcoming year, drawing on experts and professionals from Carat, dentsu X, and iProspect.

With over 35 pages of commentary, dentsu 2023 Media Trends examines ten industry trends that will shape how brands tap into shifting consumer behaviour and have significant implications for future campaigns and budget allocations. The unique report conveniently groups these key 2023 trends within three overarching categories reflecting the core themes of content, commerce, and community.

Speaking about the report and the collaboration involved, dentsu International global CEO, media & global clients Peter Huijboom said, “This year we witnessed a very different geopolitical landscape and a new and challenging economic outlook, which has forced brands and people to really stop and re-evaluate many things. Through all this uncertainty, we’ve been able to see the emergence of new consumer behaviours, exciting tech innovation, and the spark of profitable new media opportunities for brands.”

“As a leading agency network, we pride ourselves on knowing people better than anyone else and understanding what’s next. This couldn’t be made clearer than within this 2023 Media Trends report: our media specialists from around the globe have once again identified those burgeoning societal shifts impacting the industry and brought them into the spotlight,” he added.

The key predictions for the direction of the media industry into 2023 and beyond mentioned in the new dentsu report are:

Content:

2023 will bring changes in the content people consume and how they do it. The speed of the shift to digital platforms shows no signs of slowing down, especially in the video-on-demand and gaming industries. The changes in the general economic landscape will lead consumers to evaluate the number of platforms and associated costs linked to subscriptions. The advance of advertising streams may not only provide an alternative to consumers, but it will also provide brands with an opportunity to attract the attention of consumers and capitalise on advertising streams.

#1 AVoD eats SVoD – Ad-funded video platform is set to overtake subscription channels with time, as major streaming platforms are adding ad-funded tiers.

#2 Games everywhere – Gaming is becoming mainstream. Games are becoming increasingly prominent on content sites to drive repeat users.

#3 Attention brings back the essence of advertising – Interest in attention is growing as brands look beyond metrics of reach and viewability to assess consumer engagement and make more effective decisions.

Commerce

Digital commerce continues to evolve, both in importance and in the diversification of sites, apps, and platforms. Consumers are now able to shop at any time from almost anywhere, paving the way for both retail sites and apps to expand their services and offerings to cater to shifting consumer demand and flexibility. The challenge for brands is to engage directly with consumers while at the same time planning and adapting for a cookieless future and respecting data privacy.

#1 From going shopping to always shopping – consumers can shop anywhere and anytime. As a result, retail sites are evolving into content sites, and commerce sites are changing into media sites.

#2 Retail media shakes up adland – Retail platforms and sites are turning themselves into advertising platforms and becoming attractive propositions for brands due to retailers’ huge wealth of first-party data.

#3 The rise of the super apps – Apps are evolving and continue to build ecosystems offering a wide range of services to anticipate and cater for users’ needs.

#4 No way back for third-party cookies – Brands continue to navigate a cookieless future and advertisers will explore and test the solutions working best for their brands.

Community

Digitalised communities are a mainstay by now. They continue to change and reflect both technological and societal changes. Social media platforms are adopting their algorithms to encourage engagement, and within social media, “live” events are spilling over to other platforms, forming new communities. Consumers are now able to join global communities that align with their personal views on sustainability and responsibility. Brands should understand the motivations and formation of online communities to encourage engagement and adaptations to future campaigns to better connect with their chosen audience in the context most befitting the intended message.

#1 ‘Going Live’ goes a long way – Brands and platforms are increasingly using the ‘go live’ functions to build a community to create interest through live events. Not only to bring consumers together but also to encourage live, active engagement.

#2 Responsibility takes centre stage – Communities are emerging through a common emphasis on brand responsibility. Platforms are opportunities to share relevant content and increasingly measure the impacts of campaigns.

#3 Social algorithms give users what they don’t know they want – It is not about who you follow as much as what social media platforms want you to see.

Each trend is examined in greater depth in the report, which concludes with specific recommendations and takeaways for marketers and brands to incorporate into their plans.

November 10, 2022
Zoo Media joins Dawn; announces the launch of global office in New York

Mumbai: Independent agency network Zoo Media Network has announced the launch of its first global office in New York, in partnership with independent agency collective Dawn.

The Zoo Media network is a multi-specialty, integrated media network. It consists of 11 agency brands, including the flagship full-funnel creative and performance digital agency, FoxyMoron, and web3 rights and services company, Metaform, amongst other prominent agencies.

Founded by Pratik Gupta and Suveer Bajaj, the network comprises homegrown, acquired, and joint venture agencies across content, media, data, and technology. Zoo Media houses a team of over 600+ specialists servicing both domestic and international clients, including Netflix, YouTube, Tinder, Kellogg’s, P&G, and Unilever.

Dawn is the portfolio of 15+ independent, specialist marketing services agencies with a focus on centralised data science, advanced analytics, and econometric measurement. The collective includes renowned agencies like Barkley, Crossmedia, Definition 6, Co: Collective, and Rethink, amongst other illustrious agencies.

Speaking on the partnership and the foray into global expansion, Zoo Media co-founder Suveer Bajaj said, “After having consolidated a stronghold position for ourselves in India and the Middle East as a leading integrated marketing technology network, expanding our offices into North America was the natural next step. Our prowess in the North American market lies in the range of integrated services that include our best-in-class web3.0, metaverse, and blockchain offerings. In light of this vision, we are happy to have partnered with Dawn and find ourselves among the leading independent agencies in and outside the US to bring our best-in-class marketing technology services to the shores of the US.”

Zoo Media co-founder Pratik Gupta said, “We’re well on our way to globalising our ambition of taking Indian creativity and technology to the world. We’re excited to work with the agencies within Dawn and bring them the scale of offshore Indian talent.”

Dawn CEO Bob Kantor said, “Zoo Media has industry-leading technology and development expertise critical to today’s marketers and the modern marketing model. Our agency partners and clients recognise that modern marketing includes the complementary combination of brilliant strategy and creativity with marketing technology.”

Crossmedia CEO Kamran Asghar said, “We have been collaborating with the Zoo Media team to integrate proprietary technology to accelerate our global expansion. We’re excited to have Zoo Media join Dawn and continue to integrate advanced technology to deliver superior business results for our clients.”

November 5, 2022
Priyanka & Suresh Raina’s ‘maate’ announces integrated marketing partnership with Laqshya Media Group

Mumbai: Laqshya Media Group has won the integrated marketing mandate for ‘maate,’ a premium babycare brand co-owned by Priyanka Raina and legendary cricketer Suresh Raina, in a multi-agency pitch. The group will be entrusted with 360-degree marketing duties, including OOH, TV, print, radio, digital, PR, live experiences, and beyond, for the brand.

“We are delighted to partner with one of India’s most innovative marketing communications groups, Laqshya Media, as we strive to make ‘maate’ the premium and safe choice for mothers and babies worldwide. The agency resonates with our vision and has innovative ideas and communication strategies that will enhance brand awareness and establish the brand as a front-runner in the premium baby care segment. maate has grown organically on its own so far, but with Laqshya on board, we are hoping for more targeted marketing and to speed up our expansion plans. As a truly homegrown brand, ‘maate’ is committed to ensuring a superior and safe experience for new mothers and babyhood,” said maate co-founder Priyanka Raina.

On this occasion, Laqshya Media Group managing director Alok Jalan said, “We are thrilled to join hands with ‘maate’ and are truly excited to work in this growing baby care category. ‘maate’ is among the few companies in the segment that have exhibited a long-term vision and have developed very premium and safe products for baby care. As a 360-degree marketing agency, Laqshya Media Group is committed to crafting out-of-the-box, purpose-driven integrated campaigns to build strong brand awareness and CTAs.”

The development comes after ‘maate’ revealed a new brand identity to reaffirm its commitment to motherhood and foster a connection with couples who have recently become parents. It has also recently forayed offline with the launch of its entire range of products across Delhi NCR.

Launched in 2019, ‘maate’ is a truly homegrown brand. When Priyanka Raina returned from Amsterdam to India after becoming a mother, she could not find safe and effective baby care products in the Indian market. This led to the birth of ‘maate,’ a consciously designed 360° wellness brand. All ‘maate’ products have been formulated with the highest quality natural ingredients after years of research and are completely safe and effective for babies. Motherhood is at the core of the company’s essence. ‘maate’ products are completely natural, toxin-free, vegan, and cruelty-free. Inspired by the luxury of nature, the brand aims to bring the potency of the highest quality natural ingredients into an improved formulation through constant research and innovation.

November 3, 2022
Kinnect appoints Varun J. Bansal as AVP of media

Mumbai: On Thursday, Kinnect India announced the onboarding of Varun J Bansal as associate vice president of media, to handle its Delhi operations. He will directly report to Kinnect VP of media Mihir Palan.

With over 14 years of experience in integrated media planning and strategizing, Varun has worked with brands like Nestle, GSK, Pernod Ricard India, Snapdeal, Gaana.com, ITC hotels, and Uber. His last stint was with Wavemaker as business director.

Talking about Varun’s appointment, Kinnect COO Chandni Shah said, “Post-covid19, we see more brands transitioning to digital transformation. We, as media partners, are constantly striving towards bringing in meaningful business outcomes with measurable targets, and that’s where Varun steps in. His experience and portfolio perfectly fit our integrated business and complement our data-driven philosophy. I am happy to onboard him, especially to lead our Delhi media operations and wish him all the success.”

About his new role, Varun said, “Kinnect’s reputation precedes itself. The organisation is at the forefront of all media skills in a highly competitive sector. All of this is supported by an inspiring leadership team, of which I’m proud to be a member. By developing cutting-edge solutions for client and agency business objectives, I am excited to use this chance to elevate further and enrich the current media function.”

October 13, 2022
GroupM India inks a strategic partnership with ShareChat and Moj

Mumbai: Media investment company GroupM India and media aggregator ShareChat, with 400 million monthly active users (MAU) across ShareChat and Moj, has announced entering into a strategic partnership to power a new era of modern marketing.

This partnership will focus on providing clients with both effectiveness and efficiencies across the pillars of the digital marketing ecosystem—reaching an uncharted Bharat audience and giving brands access to the exploding universe of short-format videos. It will also be translated into a suite of innovative products co-created by GroupM and ShareChat.

GroupM India is looking forward to supporting the marketing solutions and allied communities to navigate through these challenges by offering privileged access to the ShareChat platforms.

The partnership will look forward to effectively supplementing and delivering deeper engagement to GroupM India’s clientele through ShareChat’s diverse ecosystem that allows seamless integration of content to commerce and insight into Bharat’s consumption, behaviour, and digital journey. Furthermore, advertisers and brands will also be able to experience the convenience of its self-serve platform.

The surge of short online videos creates a massive upside for growth. Businesses today need to be ready with a data-driven strategy to maximise engagement. Through ShareChat, GroupM India’s clients will gain access to a growing network of influencers and creators. As a result, brands benefit from unrivalled scale to create and promote content and drive brand engagement across digital platforms.

GroupM CEO-South Asia Prasanth Kumar said, “At GroupM, we have embraced the digital disruption and have instilled digital as one of the major cornerstones to drive change. The challenges thrown by digital transformation have immensely contributed to our learning and introduced us to newer consumer habits, in turn enabling us to add value to our clients by offering tailored marketing solutions. We see our partnership with ShareChat going a long way towards benefitting our clients as it effectively connects with a large population of the country.”

The prospect of co-creating unique products with the help of innovation and technology is an added advantage. This partnership will allow brands to have greater opportunities to further harness new media and technological capabilities to effectively drive performance marketing.

ShareChat and Moj chief commercial officer Ajit Varghese added, “Today, the consumer ecosystem is constantly evolving, however, the majority of the marketing spends continues to be parked for tried and tested platforms. It’s time for the marketing and advertising fraternity to realise the urgent need to adapt to this rapid change. We are glad to have partnered with GroupM in offering ShareChat’s expertise to enable brands to reach the Bharat and Gen Z consumers effectively and at scale.”

The strategic partnership comes at the back of a successful association between ShareChat and GroupM India that happened earlier this year to launch the “Bharat Report.” The report classified users that prefer the Indian language on social media as “Bharat” users and “India” users as the ones that prefer using English, across all the regions of India. Since its launch, the insights from the report have introduced multiple brands to the uniqueness of Bharat and allowed them to seamlessly integrate Bharat into their overall media strategy.

August 29, 2022