ITV

Category: Media and Advertising

  • Vox introduces advanced ad formats to revolutionise brand engagement in India

    Vox introduces advanced ad formats to revolutionise brand engagement in India

    MUMBAI: Vox, a pioneer in AI-driven contextual advertising, unveiled its latest suite of advertising packages tailored for the dynamic Indian market. These innovative ad formats promise to redefine how brands engage with audiences, offering eye-catching, non-intrusive placements that deliver exceptional results.

    The new format package leverages Vox’s proprietary semantica 360° technology and advanced Computer Vision to seamlessly integrate ads into popular website content. By analysing images, videos, and text, VOX ensures that ad placements align perfectly with user intent, enhancing engagement and maximising campaign metrics.

    Vox’s state-of-the-art advertising formats are strategically placed at focal points within premium inventory, delivering clutter-free visibility. Brands can now utilise vibrant, contextually relevant creatives enhanced with special effects to captivate audiences and achieve measurable results.

    The newly launched Vox packages are designed to cater to varying client needs, offering flexibility in budget and performance goals. The four distinctive options include:

     1 . Basic:

     .  Entry-level multi-format package.

     .  Includes programmatic banners, rich media, and premium in-image banners.

     .  Cost-effective with an average CTR of 0.56 per cent.

    Basic

      2 .  Light:

     . Builds on classic Vox in-image placements.

     .  Offers additional formats to boost visibility and engagement.

     .  Delivers an average CTR of 0.90 per cent.

    Light

     3 .  Mix:

     .  Maximum visibility with special in-image formats like wow effects, detection, touch, DCAI, and shopping.

     .  Highest user engagement with an average CTR of 1.00 per cent.

    mix

     4 .  Video:

     . Dedicated to video-based creatives for high-impact placements.

     . Features out-stream options for enhanced brand awareness and retention.

     .  Average CTR of 0.81 per cent.

    video

    The launch of these packages underscores Vox’s commitment to providing superior quality and performance in digital advertising. Brands seeking to prioritise KPIs and leverage premium placements can utilise these packages to drive standout campaign moments, achieving unmatched engagement and visibility.

    Country Head, India, Hybrid, Gandharv Sachdeva expressed his excitement about the launch, “With our new Vox format packages, we’re bringing a premium approach to contextual marketing that meets the high standards of today’s brands. These packages represent a significant advancement in digital ad solutions, delivering contextually relevant placements that break through the noise and drive measurable results.”

  • dentsu elevates Imtiyaz Vilatra to lead Postercope India

    dentsu elevates Imtiyaz Vilatra to lead Postercope India

    MUMBAI: He is going to be the new poster boy of dentsu’s OOH initiatives. The agency has promoted Imtiyaz Vilatra to chief executive officer of Posterscope India.

    In his new role, he aims to enhance Posterscope’s digital out-of-home (DOOH) and intelligent OOH (iOOH) offerings with a strong emphasis on data-backed, measurable outcomes for clients. He will report to dentsu media, south Asia, CEO Anita Kotwani.

    With more than  25 years’ experience, Imtiyaz is known for his focus on innovative and impactful OOH campaigns. He plans to further integrate advanced technologies like augmented reality, 4D experiences, and AI to strengthen Posterscope’s capabilities.

    By merging dentsu’s digital expertise with Posterscope’s established OOH foundation, his vision is to meet evolving client needs and expand the agency’s reach in both urban and rural sectors. This move aims to establish Posterscope as a leader in both traditional and digital OOH.

    Says dentsu south Asia CEO Harsha Razdan:  “Imtiyaz’s elevation is a timely and strategic move, enabling him to drive Posterscope’s expansion in experiential and below-the-line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities. I am confident that under Imtiyaz’s continued guidance, we will not only meet but exceed the evolving needs of our clients, setting new benchmarks for excellence. His exceptional passion and deep industry insights will be pivotal as we navigate a path where innovation meets purpose, driving change that resonates far beyond the immediate.”

    Adds Kotwani: “Imtiyaz’s elevation is a testament to his visionary leadership and commitment to redefining the OOH landscape. Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘Onedentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights, driving precision and impact that elevate client outcomes.”

     “The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences,” points out Vilatra. “Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalisation, and an integrated, ROI-focused approach.”

    That’s exactly what ad spend-focused marketers are increasingly demanding. If things work out as planned, the trio of Razdan, Kotwani and Vilatra could well be raising their champagne glasses in celebration soon. 

  • Axis Bank unveils ‘Har Raah Dil Se Open’ campaign

    Axis Bank unveils ‘Har Raah Dil Se Open’ campaign

    Mumbai:  Axis Bank, a private sector bank in India has launched the next chapter in its acclaimed ‘Dil Se Open’ campaign. This latest iteration, ‘har raah dil se open’, pays tribute to the dedication of over 100,000 bankers who work tirelessly to deliver exceptional customer experiences. Emphasising a relationship-oriented customer-first approach to banking in an era of transactional banking, the campaign reaffirms Axis Bank’s values of warmth, empathy, kindness, and openness, central to its ‘Dil Se Open’ philosophy, first introduced in 2019.

    From Gen Z’s digital-first preferences to the specific requirements of Bharat and urban communities, the 2024 campaign showcases how the Bank’s core values adapt to meet changing dynamics. The new campaign, ‘har raah dil se open’ is brought to life through five films, each focused on distinct customer segments: salaried, senior citizens, entrepreneurs, high-net-worth clients, and customers in Bharat. These films showcase how Axis Bank employees are committed to supporting diverse financial needs and aspirations across the Bank’s extensive network of 5,577 branches. This campaign also celebrates Axis Bank’s strengthened workforce, with the addition of colleagues from the Citi integration, enhancing its capacity to meet diverse customer needs.

    Axis Bank deputy managing director Rajiv Anand said, “We have always been an institution rooted in our values. This, combined with our unwavering commitment to customer-centricity, forms the cornerstone of our unique value proposition. As we navigate an ever-changing and challenging business environment, we are confident that no matter how the landscape changes, an organization that puts the consumer first will always be relevant.”

    Axis Bank chief marketing officer Anoop Manohar said, “Our ‘Dil Se Open’ campaign, ‘har raah dil se open’, is a celebration of the values that shape our Bank and drive every employee’s commitment to our consumers. At Axis Bank, we believe that banking isn’t just about transactions; it’s about human connections. Many of our bankers work behind the scenes to make an impact on our customers’ lives. In a world where technology often takes centre stage, we believe it’s our people who make all the difference.”

    As the banking sector continues to transform and customer expectations evolve, Axis Bank’s ‘Dil Se Open’ philosophy reinforces the belief that meaningful human connections are at the heart of an exceptional customer experience.

    The campaign was conceptualised by Lowe Lintas and will run across television, digital platforms, and social media.

  • KAI appoints Keijiro Takasago as managing director for KAI India

    KAI appoints Keijiro Takasago as managing director for KAI India

    Mumbai: A recognised leader in kitchenware, personal care, and beauty care products, has appointed Keijiro Takasago as the managing director of KAI Manufacturing India Pvt. Ltd. With over three decades of experience in corporate banking and international business leadership across Japan, Thailand, India, and Vietnam, Takasago brings a wealth of expertise in strategic planning, cross-border operations, and client-focused management. His proven ability to navigate complex markets and drive operational excellence makes him the ideal leader to spearhead KAI India’s growth and innovation in the dynamic Indian market.

    Takasago’s extensive leadership experience spans diverse industries and roles, including his impactful contributions to business strategy, operational efficiency, and cross-cultural management. His rich exposure in India and other key markets has given him a unique perspective on fostering growth in competitive environments. As he steps into his new role, he is committed to strengthening KAI India’s presence while delivering high-quality, innovative solutions tailored to the needs of Indian consumers.

    Keijiro Takasago expressed: “I am deeply honoured to take on the role of Managing Director at KAI Manufacturing India Pvt. Ltd. India is a vibrant and rapidly evolving market, with tremendous opportunities for growth and innovation. My vision for KAI India is to continue expanding our offerings while staying true to our heritage of delivering high-quality Japanese craftsmanship. I look forward to collaborating with the team to create solutions that align with the needs and aspirations of our Indian consumers, driving the brand to new heights.”

    Founded in Seki in 1908, KAI has achieved cult status in Japan and worldwide for its high-quality grooming and beauty care products, which blend practical aesthetics with refined craftsmanship. Known for well-designed, innovative houseware and beauty care products, KAI India is committed to delivering products backed by detailed R&D and superior Japanese technology, aiming to become a trusted household name in India. The Japan-based KAI Group, with a legacy spanning over 116 years, has made a foray into the Indian market with the establishment of its manufacturing facility spanned over 30,000 sq. meters in Neemrana, Rajasthan. Bringing an 800-year-old tradition of Japanese blade-forging directly to Indian households, KAI offers a kitchenware range along with high-precision beauty and personal care products, adding value to the daily lives of Indian consumers.

  • Publicis OOH India launches new initiative ‘FlexForward’

    Publicis OOH India launches new initiative ‘FlexForward’

    Mumbai: Publicis OOH India, part of Publicis Groupe India, launched a new green initiative, FlexForward, aimed at transforming the lifecycle of vinyl flexes used in the Out-of-Home (OOH) advertising industry. This programme addresses the pressing environmental challenges of billboard waste, offering an innovative, first-of-its-kind solution that benefits both communities and the planet.

    Flex is a printable plastic material used to create banners, hoardings, and other promotional materials. In partnership with leading NGOs such as Goonj, FlexForward collects post-campaign flexes and repurposes them into eco-friendly utility items, including rain tarps, tote bags, and women’s utility pouches. These items are then distributed among marginalised communities, promoting sustainability while creating a positive social impact.

    The creative strategy behind FlexForward revolves around the concept of superhero flexes, symbolising transformation, and change. The initiative highlights the community’s active role in workshops where the collected flexes are cleaned, cut, and transformed into practical products.

    How FlexForward creates change  

    The initiative has already made significant strides in reducing waste and promoting sustainability:

    Waste repurposing: Over seven lakh sq. ft. of flex in Mumbai and five lakh sq. ft. in Delhi have been collected and transformed, preventing tonnes of waste from reaching landfills.  

    Carbon footprint reduction: By repurposing these materials, FlexForward has substantially decreased emissions, contributing to a cleaner environment.  

    Community empowerment: The initiative engages local communities in the collection, transformation, and distribution process, creating awareness and fostering collective action.  

    PMX India managing director Sejal Shah said, “FlexForward brings in sustainability through reuse of the materials for billboards and blends innovation with social responsibility. At the core of our business matrix and goals, is an unwavering commitment to environmental protection, sustainability, positive social change and progress. FlexForward is yet another manifestation of this commitment, taking a bold step in redefining sustainability in advertising. It’s not just about reducing waste; it’s about creating a green movement and empowering communities. This initiative is a testament to the transformative impact of collective action in making a meaningful difference.”

  • Boutique agency Infectious Advertising hires Akshay Kapnadak as chief creative officer

    Boutique agency Infectious Advertising hires Akshay Kapnadak as chief creative officer

    MUMBAI: It’s the coming together of two creative guys to build something bigger than the sum of both. Infectious Advertising  creative chairman & founder Ramanuj Shastry has roped in veteran Akshay Kapnadak as the boutique agency’s chief creative officer. In his new role, Akshay will work together with Ramanuj  to elevate the agency’s creative product to the next level.

    An alumnus of the JJ Institute of Applied Arts, Akshay has been building brands and winning awards for close to 27 years. He spent the first 16 years of his career at McCann Erickson Mumbai, starting as a trainee and rising to the rank of executive creative director. 

    During this time, Akshay built strong teams and developed campaigns for a diverse range of clients, including global brands like Coca-Cola and L’Oréal, and leading Indian brands like Parachute, Pears, Radio Mirchi, and NDTV.

    His work has earned both local and international accolades, including Gold at Cannes Lions and The One Show. He has served on juries at Cannes Lions, Clio Awards, AdFest Asia, and Goafest. After McCann, Akshay ventured into independent consulting, mentoring start-ups, and leading design and communication projects across South and Southeast Asia.

    Ramanuj and Infectious Advertising CEO & co-founder Nisha Singhani are infectiously excited to have Akshay on board, if you read on and hear what they have to say about Akshay’s joining the agency. 

    “I worked very closely with Akshay for nearly half a decade at McCann,” says Ramanuj. “He is a fab guy with a brilliant mind and boundless energy. It will be lovely to work together again. Can’t wait for him to join.”

    Adds Nisha: “We are thrilled that Akshay has chosen to join us. He is an exciting mind, a lovely person, and aligns perfectly with our values and our mission to deliver impactful ideas for our clients. I’m confident that he will lead us to new creative heights.”

    Akshay, on his part , is over the moon on being on-boarded at the agency. Says he: “Infectious has built a reputation for strategic solidity and authentic storytelling. I’m excited to join this passionate team and eager to contribute to Infectious’ vision to build brands with purpose, ingenuity, and integrity,”

    The 11 year old Infectious’ leitmotif is: creating work that solves problems facing brands and businesses. Among their clients figure National Geographic, ALD Automotive, Bayer Crop Sciences, UltraTech Cement, Inorbit Malls, IDFC, and TBZ – The Original, and many more.  It recently  launched its content arm-Epidemik Content, delivering content with best-in-class production that’s value for money, embracing AI and new-age storytelling.

    With Akshay being signed on the three are expecting an epidemic of creativity to hit Infectious

  • ZEE Entertainment launches new TVC campaign for DP World ILT20 Season 3

    ZEE Entertainment launches new TVC campaign for DP World ILT20 Season 3

    Mumbai: Zee Entertainment Enterprises Ltd., the leading Indian media & entertainment powerhouse, unveiled the marketing campaign for its third edition of DP World ILT20, which will kick off on 11 January  2025.  The TVC features Australian batting star David Warner from Dubai Capitals and West Indies all-rounder Jason Holder from Abu Dhabi Knight Riders, alongside talented actors Deven Bhojani and Anand Tiwari who join forces to bring the magic of ILT20 to life.

    Set against the dynamic and vibrant backdrop of the UAE, the TVC featuring Warner and Holder combines striking visuals, light-hearted humour, and high-energy cricket action, thereby providing a preview of the experience and entertainment for the fans during the tournament. With the tagline: ‘Duniya bhar ke T20 heroes aa rahe hain Apna Jalwa Dikhaane’ (The world’s top players have arrived to showcase their brilliance) and social media campaign #DikhayengeApnaJalwa, the campaign captures the excitement, celebrating the heroes who shine.

    Bringing together the league’s global stature and the participation of marquee T20 cricketing talent, the league offers viewers a chance to witness the players pushing their limits to emerge victorious in one of the toughest cricket leagues.

    Australian cricket David Warner said, “It is an incredible honour to be part of such an engaging campaign for one of the most fiercely competitive T20 leagues in the world. This campaign offers a glimpse of the thrilling experience fans can expect when they tune in to watch the tournament. Like last season, we are confident that the league will deliver an unparalleled, immersive experience for cricket enthusiasts everywhere”

    West Indies all-rounder Jason Holder further added, “It is a privilege to be a part of such an exciting campaign that brings together the global passion for cricket. The new edition of the tournament promises great competition and memorable moments for fans and I’m excited to be a part of this marquee tournament.”

    The franchise-style tournament with six teams will be played across the UAE. The league’s six franchise teams include Abu Dhabi Knight Riders (Kolkata Knight Riders), Desert Vipers (Lancer Capital), Dubai Capitals (GMR), Gulf Giants (Adani Sportsline), MI Emirates (Reliance Industries), and Sharjah Warriors (Capri Global). Cricket fans can watch this action-packed event on Zee’s most widely distributed and viewed 15 linear TV channels: &Pictures, &Pictures HD, Zee Cinema HD, Zee Anmol Cinema, Zee Zest, Zee Ganga, Zee Cinemalu HD, &Flix, &Flix HD and Zee Zest HD and on one of India’s leading OTT platforms – ZEE5.

    Zee Entertainment Enterprise Ltd, chief growth officer – digital & broadcast revenue Ashish Sehgal said, “We are delighted with the launch of this campaign that highlights the cultural vibrancy of UAE as a backdrop for this marquee global sporting event. By featuring renowned cricketers like David Warner and Jason Holder alongside talented actors Deven Bhojani and Anand Tiwari, we aim to engage our audience and provide world-class entertainment. By introducing more channels to showcase the tournament, we aim to create an innovative and immersive experience that resonates with cricket fans across the globe.”

    ILT20 CEO David White added, “The inclusion of international stars such as David Warner and Jason Holder in our promotional and marketing strategies is reflective of our mission to elevate upcoming edition on a global scale. Their presence not only signifies a competitive tournament but also highlights the shared passion for cricket that transcends borders. We are extremely excited to invite fans at the upcoming edition which will provide unforgettable memories.”

    Some of the world’s most prominent cricket stars are slated to play in Season 3, including Australian powerhouse, David Warner and Sri Lankan captain Dasun Shanaka. They will be joined by West Indian legends like Sunil Narine, Andre Russell, Dwayne Bravo, Kieron Pollard and Rovman Powell, who will bring their dynamic all-round abilities to the tournament. The league will also feature some more talents from the previous seasons, including Sikandar Raza, Chris Jordan, James Vince, Shimron Hetmyer and Nicholas Pooran. Other key retained players include, Kusal Mendis and Tom Kohler-Cadmore.

    Cricket fans and sports enthusiasts in India and around the world can watch the LIVE action exclusively on ZEE’s 15 linear TV channels, OTT platform ZEE5 and its syndicate partners’ TV and digital networks across the world. Aiming to capture a viewership of 230-million for the upcoming season, ZEE will expand its reach by including South Indian channels, offering a month-long cricket carnival experience.  The month long tournament will begin on 11 January 2025, with final to be played on Sunday, 9 February 2025.

  • Malabar Gold signs Manasi Parekh as brand ambassador to target the Gujarati community

    Malabar Gold signs Manasi Parekh as brand ambassador to target the Gujarati community

    Mumbai: Brands are increasing targeting specific communities and geographies to build connects with them. That’s exactly what Malabar Gold & Diamonds is doing. 

    It has signed on national award winning actress Manasi Parekh as the face of its  latest campaign aimed at educating customers on responsible and transparent gold purchasing. Recently awarded the national award for best actress for her performance in the Gujarati feature film Kutch Express, Parekh will represent the brand over the next two years, connecting with both national and international Gujarati audiences.

    Adding depth to the campaign is Viral Shah, a state and national award-winning filmmaker who has established himself as a cornerstone of the Gujarati film industry with critically acclaimed films like Kutch Express and Golkeri. He is thrilled to collaborate with Malabar Gold & Diamonds to have directed their first Gujarati campaign with Manasi Parekh.

    The ad showcases Parekh adorned in an exquisite range of Malabar’s jewellery designs, from traditional gold pieces to contemporary rose gold diamond styles and everyday accessories. These visuals are set across relatable, everyday scenarios—such as a baby shower, a bridal shower, a conversation between neighbours discussing gold purchases, and celebratory moments—highlighting the emotional and practical aspects of buying jewellery from a trusted source. Each scene underscores the joy of gifting and the assurance that comes from purchasing jewellery through a transparent and reliable process.

    Malabar Gold TVC

    Manasi Parekh’s style in the campaign reflects her personal blend of effortless chic with a deep sense of heritage. Sharing her excitement about the association, Parekh said, “ I love how this campaign emphasizes honesty and transparency, helping people feel confident about the gold they’re buying. Each piece I wore felt special, not just for its beauty but for the trust it symbolizes. I’m proud to contribute to this important narrative, celebrating quality and integrity—values that are close to my heart and, I believe, resonate with so many of us.”

    Malabar Group chairman MP Ahammed said, “We selected Manasi Parekh for this campaign because of her strong cultural roots in Gujarat, which makes her a perfect ambassador for our brand among Gujarati customers. Renowned for her impactful work in both television and film, Manasi resonates across generations, adding broad appeal to our campaign. Her alignment with Malabar Gold & Diamonds’ values of responsibility and authenticity strengthens our message around fair pricing and ethical practices. Her warm, approachable presence naturally opens up a conversation about Malabar’s commitment to transparent gold buying, making this campaign genuinely meaningful to the people of Gujarat and the diaspora worldwide.”

    The campaign has launched across multiple platforms, including TV, print, digital media, social media, and hoardings, with a specific focus on reaching the Gujarati community. As Malabar Gold & Diamonds continues to grow, this initiative reinforces the brand’s dedication to responsible gold-buying practices, fostering trust and confidence among its customers on a global scale.

    Further emphasising its commitment to social responsibility, Malabar Group allocates five per cent of its profits to ESG (environmental, social & governance) initiatives, with a focus on health, housing, education, environmental sustainability, and hunger eradication, along with women empowerment programs. These initiatives reflect Malabar’s dedication to creating a positive societal impact, aligning with its vision of contributing to a more responsible and sustainable world.

     

  • Birla Group’s ECE Elevators launches Ad campaign with four short films

    Birla Group’s ECE Elevators launches Ad campaign with four short films

    Mumbai: ECE Elevators, a division of the prestigious Birla Group, has unveiled its latest advertising campaign, consisting of four engaging short films that showcase the brand’s commitment to providing comfort, sustainability, zero breakdown and aesthetics to elevate consumer experiences. The campaign takes an innovative and humorous approach to reflect how ECE Elevators guarantees smooth rides in life’s every journey with its wide range of smart, safe and sustainable elevators.

    The campaign takes viewers through four distinct stories that highlight the brand’s key offerings with witty relatable situations with surprise endings. Each of the films highlights one key aspect of ECE Elevators, smooth ride, long life, zero breakdown and beautiful aesthetics narrating slice-of-life stories in an engaging and disruptive way.

    The first film features a skilled waiter balancing multiple glasses as he smoothly glides between floors in an ECE elevator, highlighting ride comfort and stability.

    The second film portrays ECE Elevators as the most preferred asset for investment for long-term peace through a quirky narrative.

    The third film presents a humorous take on a romantic relationship to convey that ECE Elevators can promise zero lift breakdowns, but not that of hearts.

    The fourth film tells the story of an artist who is so engaged in painting the portrait of a woman that he is completely oblivious to the annoyance of the passengers waiting outside.

    “Our goal with these new films is to rekindle the legacy of ECE while making it relevant and memorable for today’s generation,” shared ECE Elevators marketing head Anita Dobhal.

    “By focusing on innovative storytelling that resonates with Gen Z and future buyers, we’re building brand awareness and educating the public on essential elevator etiquette in a fresh, engaging way. It’s about celebrating our iconic past i.e. “Bhool Na Jana” while inspiring the modern audience to connect with the quality, safety, and excellence ECE Elevators stands for.” she added.

    BEI Confluence associate VP Rumpa Gupta added “Working on this campaign was about capturing ECE Elevators’ core strengths while keeping the storytelling fun and engaging. Each film delivers a key message in a way that speaks directly to both commercial and residential customers.”

    BEI Confluence creative director Devraj Roy mentioned “The elevator industry is a low involvement category, and most of the communication follows the same pattern. We wanted to break the monotony and lend a fresh feel to the overall campaign by communicating the brand’s smart features in a more relatable way, to increase engagement and shareability with the new-gen audience.”

    The campaign has garnered incredible traction so far and has been well-accepted by the elevator industry. Out of the four films, two are now live, and they are already making waves, capturing the attention and admiration of our audience.

    Watch out for the other two films which are going to be live soon.