ITV

Category: Media and Advertising

  • Poulomi Saha Joins Havas Media Network India as associate vice president

    Poulomi Saha Joins Havas Media Network India as associate vice president

    MUMBAI: Poulomi Saha has been appointed associate vice president at Havas Media Network India. She has over 13 years of experience in marketing, media strategy, and integrated communication planning, 

    Prior to this role, she served as deputy general manager at Madison World, overseeing media operations for Max Life. Her professional journey also includes roles such as director at Publicis Groupe and associate business director at Mediacom, where she led media strategies for major brands including Mars, Subway, and Adidas.

    Saha has previously held leadership positions at Zenith, Mindshare, and Madison World, managing high-profile accounts such as LVMH, Swarovski, H&M, and ITC.

    She holds a professional diploma in digital marketing from SVKM’s Narsee Monjee Institute of Management Studies (NMIMS) and a postgraduate degree in marketing from the International School of Business & Media.

  • Prawaal Upadhyay moves up as sr director of media planning at EssenceMediacom

    Prawaal Upadhyay moves up as sr director of media planning at EssenceMediacom

    MUMBAI: Prawaal Upadhyay has recently assumed the role of senior director of media planning at EssenceMediacom India, bringing over 14 years of extensive experience in media strategy and planning.
    Upadhyay joined EssenceMediacom in October 2022 as media planning director and was promoted to his current position in October 2024. Prior to this, he held the position of associate director of planning from January 2019 to October 2022 at the company’s Gurugram office.

    Before his tenure at EssenceMediacom, Upadhyay served as business group head at GroupM for over three years, following roles as media manager at Zenith and media executive at Lodestar UM.

    A marketing professional with a strong academic foundation, Upadhyay completed a postgraduate programme in advertising communication and marketing at EMPI Business School and later pursued a course in digital marketing and strategy at the Indian Institute of Management, Indore.

    In his new role, Upadhyay is expected to lead key projects and strategic campaigns.

  • Sunfeast introduces ‘Wowzers’—A cracker with 14 layers of crunch & flavour!

    Sunfeast introduces ‘Wowzers’—A cracker with 14 layers of crunch & flavour!

    MUMBAI: Who knew a cracker could have a personality? Sunfeast just raised the snack-time stakes with the launch of ‘Wowzers’, a cracker that doesn’t just crunch—it crunches.

    With a whopping 14 crispy layers and two indulgent crème flavours, this game-changing treat is here to shake up the biscuit aisle. Forget ordinary crackers—these flaky, flavour-packed bites bring a bold, multi-textural experience, blurring the line between savoury and sweet.

    Consumer preferences are evolving, and crunchiness has become the holy grail of crackers. Sunfeast Wowzers delivers exactly that, with a unique enrobed cracker design that promises a melt-in-your-mouth yet satisfyingly crisp bite. Launching in two indulgent variants—Cheese Crème and Lemon Crème—Wowzers pairs bold flavour with a sprinkle of sugar for that extra oomph. Whether you’re a homemaker curating indulgent treats or a young adult looking for an on-the-go snack, this cracker doesn’t just deliver—it wows.

    To celebrate the launch, Sunfeast rolled out a high-energy advertising campaign, conceptualised by Ogilvy, featuring the tagline ‘Iske Har Bite Mein Hai Wow!’. The campaign taps into the over-the-top excitement that ‘Wowzers’ brings to snacking, mirroring its larger-than-life crunch factor.

    “Sunfeast Wowzers isn’t just a snack; it’s a full-blown sensory experience,” said ITC Ltd COO biscuits & cakes cluster, Ali Harris Shere. “We are redefining the cracker category by blending premium crunch with bold, delightful flavours that cater to evolving consumer tastes.”

    Ogilvy South CCO Puneet Kapoor added, “This cracker practically wrote its own script. With 14 flaky layers and a cheesy burst of flavour, Wowzers isn’t about subtlety—it’s about indulgence. Our campaign had to match that energy, so we went all out to showcase the snack’s larger-than-life appeal.”

    Sunfeast Wowzers has hit shelves in Tamil Nadu, Kerala, Maharashtra, Andhra Pradesh, Telangana, West Bengal, and Gujarat, with plans for a nationwide rollout. Consumers can find ‘Wowzers’ in general trade, modern retail, quick-delivery platforms, and the ITC Store.

    Available in two convenient sizes, a 16 gm pack at Rs 5 and a 128 gm pack at Rs 60, these crispy delights are easy on the pocket but rich in flavour.

    Craving a bite already? Order now: ITC Store

  • Ad wars 2024: Who ruled TV screens and who got washed away?

    Ad wars 2024: Who ruled TV screens and who got washed away?

    MUMBAI: Television advertising in 2024 wasn’t just background noise—it was prime-time gold, stealing the spotlight from even the most dramatic soap operas. According to TAM AdEx – 2024 Television Advertising Recap, TV ad volumes surged 14 per cent compared to 2020, proving that the battle for consumer eyeballs is still raging.

    Globally, television ad spending is expected to touch $177 billion, with India alone seeing a nine per cent rise in TV ad expenditures compared to 2023. The second quarter alone saw a six per cent growth over the first, while the fourth quarter took a six per cent dip—probably because people were too busy binge-watching holiday specials to pay attention to ads.

    But who poured in the most cash? Which industries turned up the volume? And which brands refused to be skipped? Buckle up—this one’s a wild ride through the world of TV ads.

    Who was buying all that airtime?

    If you turned on your TV in 2024, you were likely bombarded with ads from the food & beverages sector, which took a massive 21 per cent share of ad volumes, proving that snack cravings and screen time go hand in hand. Not far behind, personal care/personal hygiene lathered up with 16 per cent. The household products sector scrubbed in at 9 per cent, because apparently, nothing pairs better with your TV drama than a cleaner floor.

    But who ruled the ad wars? Hindustan Unilever dominated with 16 per cent of all ad volumes, closely followed by Reckitt Benckiser (India), which boasted five out of the top ten most advertised brands. If you feel like every other commercial was selling you a soap or detergent, you weren’t wrong.

    If you thought soap operas were dramatic, the real drama happened in the soap advertising department. Toilet Soaps dominated the charts yet again, refusing to be flushed away. Laundry detergents, toothpastes, and floor cleaners scrubbed into the top 10, proving that cleanliness is next to advertising greatness.

    Quarterly showdowns

    2024 was a tale of peaks and dips. The second quarter flexed its muscles, rising by six per cent over Q1, only for Q4 to slump by six per cent compared to Q3. Maybe by year’s end, consumers had perfected the art of muting commercials.

    Despite the dips, 92 per cent of all TV ad volumes came from just five channel genres—dominated, unsurprisingly, by general entertainment channels (GECs) and news. If nothing else, advertisers know exactly where the eyeballs are.

    Which brands stole the spotlight? The award for most persistent ad on TV goes to Harpic Power Plus 10x Advanced, which climbed over 60 spots to claim the top brand of the year. It was followed closely by Dettol Toilet Soaps, Dettol Antiseptic Liquid, and Jiocinema App. Because what’s better than watching ads? Watching ads about an app that shows more ads!

    Surprisingly, digital brands also made a larger impact, with e-commerce and fintech stepping up their ad spends. The TV ad game isn’t just about FMCG anymore; the tech world wants a piece of your screen time too.

    Co-branding went bonkers. Indian cinema blockbusters and brands continued their love affair in 2024, with Pushpa 2 leading the charge, accounting for 21 per cent of co-branded ads. The film with the most brands fighting for screen time? Fighter, which partnered with a record 13 brands—making sure even if the movie didn’t knock out box-office records, it definitely conquered ad slots.

    Who surprised us?

    While the usual suspects stayed strong, some underdogs made surprising leaps. Paints saw a 51 per cent increase in ad secondages, because who doesn’t love a fresh coat of paint before their favourite reality show? Travel and tourism ads doubled, surging by 100 per cent, as people started daydreaming about vacations rather than just watching them on TV. But the real showstopper? Beauty accessories/products grew a jaw-dropping 303 times, proving that looking good isn’t just for movie stars anymore.

    And the exclusive advertisers? Over 4,010+ new advertisers joined the television ad game in 2024. Leading the pack was Velnik India, proving that fresh faces aren’t just for reality TV anymore. From fintech to online shopping platforms, new players saw TV as the ultimate stage to make their mark.

    If you thought TV ads were taking a back seat, think again—because brands are still duking it out for your attention like it’s prime-time gladiator combat. As long as there are eyeballs to mesmerise and remotes to misplace, ad makers will be there, squeezing their pitches between your favourite shows. Industry experts predict that 2025 will bring even smarter AI-driven ad placements, hyper-personalised content, and interactive ads that might just talk back if you ignore them.

    So, buckle up for more soaps (literally and figuratively), more snacks (because snack ads are never going away), and an avalanche of co-branded spectacles. If 2024 was a preview, 2025 is shaping up to be the full-length feature film of advertising dominance.

  • Omnicom expands global solutions presence with new Hyderabad campus

    Omnicom expands global solutions presence with new Hyderabad campus

    MUMBAI: Data-inspired, creative marketing and sales solutions provider  Omnicom is getting omnipresent in India. It has announced the opening of its latest global solutions campus in Hyderabad, following the launch of facilities in Bengaluru, Chennai, and Gurugram in April 2024. This strategic expansion underscores the company’s commitment to leveraging India’s vast talent pool and driving innovation to enhance client services globally.

    The Hyderabad campus will bolster Omnicom’s global client solutions capabilities, offering expertise in media, technology, digital commerce, marketing science, market research, creative services, and business support functions.
     

    omnicom executives

    Annalect India &  Omnicom Global Solutions CEO Vishal Srivastava highlighted the importance of the new campus, stating: “This state-of-the-art collaboration hub will be a convergence point for brilliant minds, revolutionising the marketing landscape through innovation and excellence.”

    Credera India GDC CEO Gaurav Mathur added: “Hyderabad’s dynamic ecosystem and skilled workforce will further strengthen our ability to deliver transformative solutions for clients worldwide.”

    The four Indian campuses now host over 5,500 professionals across media, data and analytics, creative services, marketing technology, digital commerce, and artificial intelligence. The newly designed facilities provide collaborative work environments aimed at empowering Omnicom agencies globally and driving client value.

     

  • Nila Spaces redefines Ahmedabad with bold roadblock outdoor campaign

    Nila Spaces redefines Ahmedabad with bold roadblock outdoor campaign

    MUMBAI: When luxury meets boldness, the city stops and stares. Nila Spaces has taken over Ahmedabad with a roadblock outdoor campaign that turned heads and conversations alike. Designed by Interbrand and brought to life in collaboration with Times OOH, the campaign strategically blanketed Ahmedabad’s busiest entry and exit routes and key pathways leading to a major concert venue. With a staggering deployment of 120 digital screens, the campaign wasn’t just advertising—it was an invitation to redefine urban living.

    Nila Spaces used this visually stunning roadblock campaign to spotlight its flagship development ‘Vida’, a modern marvel that promises to elevate luxury living in Ahmedabad. By weaving together the energy of a global event and the aspirations of Ahmedabad’s evolving urban community, the campaign succeeded in creating more than just brand awareness—it built meaningful connections.

    Nila Spaces CEO Deep Vadodaria reflected on the campaign’s vision, “This campaign underscores our dedication to creating bold, impactful experiences that resonate with our audience. By leveraging the scale and reach of 120 digital screens, we wanted to showcase Vida while reflecting our vision of redefining urban living. The roadblock campaign allowed us to connect with our community dynamically, creating touchpoints that align with our ethos of innovation and progressiveness.”

    The campaign didn’t just stop at strategic placement—it thrived on its ability to align itself with Ahmedabad’s vibrant cultural moments. In a city buzzing with concert frenzy, the campaign became a symbol of living in the moment while dreaming of a better tomorrow.

    Interbrand India & south Asia CEO Ashish Mishra explained the creative thought process behind the campaign, “Context is everything, and topicality drives social connections today. For brands like Nila, it’s about finding authentic ways to connect their ethos with what’s happening around them. By riding the concert frenzy, Nila Spaces made a bold, unmissable move to showcase Vida. The campaign subtly suggests living every moment fully—whether it’s at a celebrated event or in the comfort of a Vida apartment.”

    The outdoor campaign stood out for its ability to merge creativity with strategy, presenting Vida as more than just a luxury real estate development—it became an emblem of a lifestyle. From the bustling streets of Ahmedabad to its iconic digital screens, the campaign captured the city’s imagination, reinforcing Nila Spaces’ status as a visionary brand committed to innovation and progressiveness.

  • AET Displays: Redefining LED brilliance and leading India’s DOOH revolution

    AET Displays: Redefining LED brilliance and leading India’s DOOH revolution

    MUMBAI: Marketing isn’t just getting smarter; it’s getting flashier—and DOOH is proof that advertising is no longer a static affair. According to recent market reports, India’s DOOH (Digital Out-of-Home) market is currently valued at around USD 282.6 million in 2024, with expectations to reach USD 630 million by 2030 at a CAGR of 13.8 per cent.

    Forget peeling billboards that fade into the background; today, LED-powered displays are turning streets into visual feasts. Bright lights, big impressions, and data-driven campaigns—what’s not to love? AET Displays, the wizards of outdoor advertising, are leading this transformation.

    Curious why India’s DOOH market is shining brighter than ever, with a staggering 13.8 per cent CAGR? Want to know how AET Displays is capturing eyeballs (and wallets)? Keep reading for insights, strategies, and a touch of LED magic that’s redefining advertising.

    Indian Television’s Suman Baidh and Sreeyom Sil recently sat down with AET Global’s international marketing head, Prashant Srivastava for a candid chat on India’s buzzing DOOH advertising market. From billion-dollar projections to the latest LED wizardry, Srivastava didn’t hold back. Want to know how AET Displays plans to light up the competition, one screen at a time? Let’s dive into the trends, the opportunities, and maybe even a few trade secrets (if we’re lucky!).

    Edited Excerpts

    The DOOH market in India seems to be on fire right now. What’s fuelling this growth?

    India’s DOOH market is witnessing a transformative phase, growing at an estimated CAGR of 14 per cent and poised to reach $1 billion by 2027. Key trends include the integration of programmatic advertising, real-time analytics, and the rise of interactive displays. However, challenges such as infrastructure gaps and regulatory inconsistencies persist. The opportunities lie in expanding to Tier 2 and Tier 3 cities, where the adoption of digital solutions is accelerating, and in catering to smart city initiatives that demand high-quality, weather-resistant displays.

    Challenges and opportunities always go hand in hand. What’s your strategy for tackling them?

    Our AET Spark Program is a transformative initiative designed to elevate the LED display industry by providing a seamless, end-to-end experience for our partners. This program goes beyond just supporting our clients; it also focuses on skill development by training employees to enhance their expertise in the LED display industry.

    With a strong network of over 80 partners and distributors across 34 countries, the program helps extend AET’s global footprint while addressing local market needs. We also offer comprehensive product training to empower customers to fully utilise their LED displays and maximise their potential. The program ensures high-performance maintenance and minimal downtime while committing to sustainability with advanced packaging technologies like MIP and COB.

    That’s a solid approach. So, what makes AET’s displays stand out in this competitive market?

    AET is not just a seller of LED products, but a leader in LED technology. Our displays stand out due to their technological superiority, durability, and customisation options. We incorporate cutting-edge technologies such as Micro LED (COB & MIP Technology), Quantum Dot Chip on Board (QCOB), and Transparent LED with AM Technology.

    Our products are built to withstand India’s diverse climates, from Rajasthan’s searing 49°C heat to the monsoon-heavy Mumbai. They’re dustproof, waterproof, UV-resistant, and consume 20 per cent less energy than industry standards. This aligns with global sustainability goals while delivering top-notch quality.

    Advertisers must love that level of innovation. How do they leverage AET’s displays for campaigns?

    Advertisers leveraging AET displays understand that times have changed, and today’s campaigns demand real-time insights to ensure their ads are capturing consumer attention. Our LED displays are not just products but a promise of quality, consistency, and innovation. From seamless installations to ongoing support, we provide a comprehensive service that sets us apart.

    With AET, advertisers gain more than just a display; they gain a dedicated partner committed to their success. Our displays integrate real-time analytics and interactive features, ensuring maximum engagement and deepening consumer relationships.

    Let’s talk tech—how is AET revolutionising outdoor advertising in India?

    AET Displays is at the forefront of revolutionising digital outdoor advertising in India by driving a significant shift from traditional static advertising to dynamic, interactive, and data-driven solutions.

    Our transparent LED displays are a prime example of innovation, offering visually captivating mediums for high-traffic areas while maintaining the surroundings’ aesthetic. Additionally, our Quantum series, built on cutting-edge MIP technology, delivers superior image quality and energy efficiency for large-scale installations.

    We empower brands with real-time analytics, allowing for campaign optimisation on the go. By integrating interactive features, advertisers can create unforgettable experiences for their audiences. We’re also contributing to smart city projects, ensuring our displays enhance urban connectivity and innovation.

    Sustainability seems to be a buzzword across industries. How is AET walking the talk?

    At AET Displays, sustainability is at the core of our business strategy. Our LED displays consume up to 20 per cent less energy compared to industry standards, reducing carbon emissions while cutting operational costs for our clients.

    Our advanced packaging technologies like MIP and COB ensure safer deliveries while minimising waste. Additionally, our displays are designed for durability, reducing the need for replacements and cutting down on electronic waste. These efforts align our operations with global sustainability standards, ensuring a greener and more sustainable future.

    Looking ahead, what does the future hold for India’s DOOH industry and AET Displays?

    The future of the Digital Out-of-Home (DOOH) industry in India looks extremely promising. The market is projected to double by 2030, driven by advancements in technologies such as AI, IoT, and 5G connectivity. These innovations will enable more personalised, dynamic, and interactive advertising experiences.

    As for AET Displays, 2024 was a landmark year with 40 per cent growth in India. In 2025, we plan to expand aggressively into Tier 2 and Tier 3 cities, launch new product lines with enhanced capabilities, and strengthen our partnerships through initiatives like the AET Spark Program. Our mission is to remain at the forefront of this transformation and help brands captivate audiences like never before.

    As AET Displays paves the way with tech-savvy brilliance and sustainability-driven innovation, India’s DOOH market is truly lighting up—literally. The future of outdoor advertising is bright, and it’s undoubtedly LED-powered. So, the next time you walk past an LED display, don’t just admire its shine—wonder if it’s plotting world domination with programmatic ads and AI analytics. Will the old-school billboard ever make a comeback? Doubtful. But as Srivastava cheekily puts it, “In the battle of the billboards, it’s clear—LED always outshines paper. It’s bright, it’s dynamic, and most importantly, it’s the future of how we connect with audiences.”

  • Industry gathers to remember their Bhaskar Da

    Industry gathers to remember their Bhaskar Da

    MUMBAI:  Friends, colleagues, and admirers gathered on the evening of 24 January  to celebrate the life of Dr Bhaskar Das, fondly known as BD or Bhaskar Da, at a packed remembrance ceremony at the Nehru Centre in Mumbai. The atmosphere resembled a rock concert, as people stood shoulder to shoulder to honour the “rock star” of the media industry, in the words of media veteran Meenakshi Menon.
     

    A striking photograph of BD captured his essence—an effortlessly stylish presence, his T-shirt radiating understated luxury, hair tousled as if by a breeze from a southern French beach, and his insouciance evident in every detail.

    The evening highlighted BD’s extraordinary ability to forge deep connections. As his brother Sanjay Das shared, “Bhaskar had an incredible gift for bringing people together.”

     

    Dr Bhaskar Das

    Despite being a deeply private individual, BD had an innate knack for shining a spotlight on others, learning about their lives, families, and struggles, all while keeping his own life in the shadows, highlighted Meenakshi.

    The venue was emotionally charged – some shared their loss, some shared how Bhaskar Da had helped them unexpectedly and expecting nothing in return. Many attendees shared stories of his thoughtfulness and the genuine care he extended to everyone, regardless of their stature. Bhaskar Da was a people’s person in the truest sense—interested not in what he could gain but in what he could learn from others.

    “BD’s ability to make friends and influence people was unmatched,” noted one attendee. “He was a friend to all and an inspiration to many.”

    Bahskar Das with his better wide Shiomashuklla das

    The remembrance ceremony was as vibrant and heartfelt as the life BD lived—an event he would have undoubtedly approved of. As those closest to him bid farewell, they reflected on his enduring wisdom and generosity.

    “Farewell, my friend,” wrote Meenakshi. “You will live on in our hearts and through the advice you shared. You will be remembered always.”

     Bhaskar Da would have liked it if people celebrated his life, rather than mourn his loss or his passing. He lived a full life, like he used to say: “I’d rather have life in my years, than years in my life.” 

    While, we would have liked him  to have both, he  chose the first. We appreciate and respect his choice Bhaskar Da.  Thank you for the wonderful  legacy of relationships, warmth, and a life well-lived that you have left behind. Cheers!.

  • Mangalam Organics unveils “Fragrance Missiles, Locked & Loaded!” campaign

    Mangalam Organics unveils “Fragrance Missiles, Locked & Loaded!” campaign

    MUMBAI: What happens when you mix a dash of humour with innovation? You get a marketing masterpiece that makes you chuckle while leaving a lingering impression—quite literally!

    Mangalam Organics has launched its bold and witty outdoor advertising campaign, “Fragrance Missiles, Locked & Loaded!”, to spotlight its iconic CamPure cone-shaped camphor freshener.

    Rolling out on Republic Day, this campaign brings a fresh breeze to advertising, quite like the product itself. Packed with humour and eye-catching visuals, the campaign promises to make urban audiences look up—both literally and metaphorically.

    The campaign redefines outdoor advertising with its clever storytelling centred around the cone shape of CamPure. Forget mundane billboards—these designs are packed with topical humour and light-hearted content, ensuring passersby stop, smile, and connect with the brand.

    Mangalam Organics has strategically placed these billboards in high-traffic areas across major Indian cities, aiming to target key consumer hubs. Each visual playfully ties into the “Fragrance Missiles” theme, likening the freshener to a weapon of choice against stale air and unpleasant odours.

    Speaking about the campaign, Mangalam Organics director shared, “We wanted to break free from the traditional and deliver something that sparks joy. Our CamPure freshener is not just a product; it’s a symbol of innovation, freshness, and a little fun. By highlighting its unique cone-shaped design, we aim to create a memorable and impactful connection with our audience. After all, who doesn’t need a smile during their daily commute?”

    The “Fragrance Missiles” campaign not only reinforces CamPure’s leadership in the camphor freshener category but also adds a playful twist to the brand’s personality. With topical jokes and innovative visuals, the campaign ensures maximum engagement and brand recall.

    But clever storytelling isn’t just about laughs. It’s a reminder of Mangalam Organics’ commitment to pushing boundaries in advertising. By blending creativity and product innovation, the company sets a new benchmark for outdoor campaigns that truly resonate.

    So, the next time you spot a CamPure billboard, stop for a moment and take in the humour. Because in a world of stale advertising, Mangalam Organics just launched a “fragrant missile” that hits right on target.

  • McDonald’s India (N&E) brings unity, joy, and tasty deals this Republic Day

    McDonald’s India (N&E) brings unity, joy, and tasty deals this Republic Day

    MUMBAI: What’s better than celebrating Republic Day with friends, family, and a side of deliciousness? McDonald’s India (North and East) is here to make your Republic Day festivities extra special with irresistible deals and a dash of fun that will leave you smiling from ear to ear. Adding some zest to the patriotic celebrations, McDonald’s is rolling out mouthwatering offers alongside metro jingles that will keep you humming while commuting.

    From now until 31 January 2025, you can indulge in your favourites at a steal. Order any of these combos—two McAloo Tikki burgers, two Veg Surprise burgers, two Chicken Surprise burgers, or two Pizza McPuffs—and you’ll get a beverage on the house! Whether you’re dining in or swinging by for a quick bite, this offer promises a hearty celebration for both your appetite and your wallet.

    That’s not all! McDonald’s India (N&E) has added an extra dose of cheer to your Delhi metro rides. Catchy jingles playing on the violet line metro combine Republic Day vibes with McDonald’s fun, brightening your daily commute. These joyful tunes will have you tapping your feet and craving your favourite burger in no time.

    McDonald’s continues to be a go-to destination for memorable moments, bringing people together over delicious meals. This Republic Day, the iconic brand celebrates not just unity but also the little joys that make the day special—whether it’s the perfect burger, a free beverage, or a tune that puts a smile on your face.

    To make the most of these festive offers, you will need to visit your nearest McDonald’s outlet or tune into the jingles on Delhi metro’s violet line. Let McDonald’s add some flavourful happiness to your Republic Day celebrations!