ITV

Category: Media and Advertising

  • The future of Olympic advertising: Leveraging GenAI for personalised fan experiences

    The future of Olympic advertising: Leveraging GenAI for personalised fan experiences

    The Olympic Games are more than just sporting events – it’s a global phenomenon that attracts the attention of billions of people worldwide, giving companies the unique opportunity to engage with an avid and diverse audience. The unique blend of global viewership, emotional resonance, and the prestige associated with the Olympics makes it a highly attractive event for marketers to advertise. Audiences today require more personalized content that caters to specific consumer segments of today’s world. Given that people of various cultures, languages, and age differences tune into the Olympics there is a need to engage all groups to grand attention.

    This is where Generative AI (GenAI) comes into play by offering brands a way to communicate with their viewers in a new and exciting way. Leveraging this sophisticated technology, advertisers can craft exceptional, seamless campaigns that resonate deeply with viewers, ensuring a more personalized and impactful connection.

    The Olympic viewer & multi-screens presence

    The traditional way of watching the Olympics on linear TV has significantly shifted towards connected TV (CTV) platforms. Viewers now prefer the flexibility and convenience of watching events live/highlights or on-demand across various devices, from smart TVs to smartphones. This shift has opened new avenues for advertisers to reach highly engaged audiences looking for immersive and personalized experiences.

    CTV provides a rich, interactive environment where brands can deliver targeted ads and content. The ability to gather and analyse data on viewer preferences and behaviors in real-time allows for a level of personalisation that was previously unattainable. This makes CTV an ideal platform for Olympic advertising, where the goal is to create memorable experiences that resonate with a diverse global audience.

    But that’s not all – the modern Olympic viewers are no longer tethered to a single screen. The same user is found across screens at varied times of the day, depending on their interest and needs. For instance, they may tune in to the live events on their OTTs on CTV for an engaging larger-than-life experience of the sporting events, then they may consume Olympics-related content on social media on their mobiles, browse through news and lifestyle programming on FAST channels, and even consume Olympics-related content outside of their homes on the digital-out-of-home (DOOH) screens as they visit malls. This multi-screen behavior presents a range of possibilities for brands to provide an integrated advertising experience to offer enhanced brand recall throughout the user’s journey while still being consistent and overcoming ad fatigue.

    AI-driven programmatic technology on CTV, mobile, and DOOH screens deliver targeting accuracy, which means that brands could potentially categorize audiences according to their demographic, geo-location, time of the day, and in the case of CTV even the screen size. Exploring a multi-pronged strategy enables advertisers to capture the interest of the most engaged audiences, and drive attention, and conversion. The combination of customized and engaging ad formats like the Smart QR codes and advanced technologies like Household Sync on CTV also makes it possible for advertisers to get more measurable and outcome-driven actions from their CTV users. This means an advertiser can target a viewer on their CTV screens, drive action on mobile, and even prompt them to make a purchase either on their mobiles or through drive-to-store and footfall tracking.

    GenAI powering personalised experiences & engagement

    GenAI is revolutionising the way brands create and deliver advertising content. By utilizing advanced algorithms and machine learning techniques, GenAI can generate highly personalised content that aligns with individual viewer preferences. In the context of the Olympics, this means that advertisers can tailor their messages to different segments of the audience, ensuring that each viewer receives content that is relevant and engaging. This can significantly boost viewer engagement, optimise ad spending, and positively impact a brand’s return on investment (ROI).

    One of the most significant advantages of GenAI is its ability to create personalised content at scale. For example, during the Olympics, a sportswear brand can use GenAI to generate ads that feature different athletes, sports, or even languages based on the viewer’s location, interests, and viewing history. This level of personalisation not only enhances the viewer’s experience but also increases the likelihood of the ad resonating with the audience and driving engagement. Imagine being a global brand and being able to reach every kind of audience in their preferred language and location – and deliver content that will resonate with their specific needs!

    GenAI also enables real-time adaptation of content, allowing advertisers to respond to changing viewer behaviors and preferences instantly. Dynamic Ad Insertion (DAI) has already made a significant impact in this space, but with GenAI it can be taken to a more scalable size. For instance, if a particular event or athlete garners significant attention, GenAI can quickly generate and deploy ads that capitalise on this trend. This agility ensures that brands can stay relevant and top-of-mind throughout the Olympic Games.

    Looking to the future of transforming advertising

    The Olympics are a marquee event and unique in their frequency of being a limited-time sporting event that returns every four years. This year, as the first year when GenAI ushers in digital advertising for the Olympics, its impact is most likely to be felt in the way advertising is served on digital mediums. While GenAI is still in its early stages, the potential for growth and innovation is immense. As technology continues to advance, we can expect to see even more sophisticated applications of GenAI that enhance viewer experiences and drive deeper engagement.

    The dynamic nature of the Olympics, with its constantly evolving narratives and highlights, requires advertising that can adapt in real-time. GenAI excels in this area, offering the capability to quickly generate and modify content in response to live events. One of the future trends in Olympic advertising with GenAI will be the use of predictive analytics for Olympic advertising. By analysing historical data and current trends, GenAI can predict which events, athletes, and content are likely to generate the most interest among different audience segments.

    This predictive capability allows advertisers to proactively create and deliver content that aligns with viewer interests, maximising engagement and impact. Another exciting development that will be keen to watch out for in the coming years is the integration of GenAI with augmented reality (AR) and virtual reality (VR) technologies.

    As technology continues to advance, the potential for GenAI will only grow, opening new possibilities for creating immersive and personalized experiences. Harnessing the power of GenAI not only transforms how brands connect with audiences but also sets the stage for a future where every viewer feels uniquely seen and engaged, making each Olympic moment truly unforgettable.

    The article has been authored by mediasmart chief growth officer Nikhil Kumar.

  • FCB Kinnect elevates Elstan Rebello to executive vice president – South (branch head)

    FCB Kinnect elevates Elstan Rebello to executive vice president – South (branch head)

    Mumbai: FCB Kinnect has announced the elevation of Elstan Rebello as executive vice president – South (branch head).  

    Elstan will now lead the South market, overseeing the creative, strategy, media, and account management departments, as well as manage P&L for this high-growth region.  

    Over his 4-year journey, Elstan has been instrumental in securing major clients such as TVS Motor Group, Titan, Intel, ITC Foods and Murugappa Group, among others. His exceptional client relationship skills have expanded the agency’s services by deepening and growing relationships with existing clients and adding new marquee clients to its portfolio.  

    Since joining FCB Kinnect in June 2020 as AVP – Account Management, Elstan has significantly contributed to building the culture of the Bengaluru-based office and growing the team to almost 100 Kinnectors.  

    With 16 years of industry experience, including roles at Network 18 and Condé Nast, Elstan’s strategic vision continues to drive FCB Kinnect’s success in the South market.  

    Speaking on the elevation, FCB Kinnect COO Chandni Mehta said, “As a truly integrated full-funnel agency, it is imperative for us to have an ambitious team leader to drive our momentum forward. Elstan’s ability to lead brands, deeply understand client requirements, and keep creativity at the core, aligns perfectly with our commitment to #OwnTheBrand. With his well-deserved elevation, we are excited to spearhead our market expansion and strengthen our relationships with existing clients in the South.”

    FCB Kinnect EVP – South (branch head) Elstan Rebello added, “At Kinnect, the past 4 years have been defined by a relentless pursuit of excellence in communication integration. Leading initiatives across auto, luxury, FMCG, and technology sectors has been both challenging and immensely rewarding. As I step into this new role, my commitment remains steadfast: to propel us towards greater heights and amplify our impact through innovative and creative solutions.” 

  • Seagram’s Imperial Blue’s latest “Because, Men will be Men” campaign hits a six with humor and AI

    Seagram’s Imperial Blue’s latest “Because, Men will be Men” campaign hits a six with humor and AI

    Mumbai: Seagram’s Imperial Blue packaged drinking water has once again succeeded in putting a smile on people’s face with the latest addition to its iconic “Because, Men Will Be Men” campaign. Known for its humorous depiction of men’s quirks, the campaign seamlessly blends relatable settings with spontaneous men behaviour, celebrating the lighter side of life.

    Playing on the nation’s cricket fever, Imperial Blue demonstrated its keen insight into the Indian audience by masterfully amalgamating the essence of ‘menisms’ with humor, against the backdrop of cricket — a game the nation obsesses over. The campaign illustrated how even the most unexpected situations could be transformed with humour, inspiring great admiration and encouraging people to share their interpretations of the film across social media. The brand’s unique humour-led take on a typical cricket stadium situation aligns perfectly with the brand’s purpose of ‘Embracing life with a smile’. The phenomenal response received by the campaign reaffirms that the brand message hits a sweet spot with its audience far and wide.

    To further enhance brand affinity, Imperial Blue leveraged AI to create personalized versions of the ads, leading to widespread conversations and engagement. This customization enriched viewer interaction and highlighted the brand’s commitment to forging meaningful connections.

    Imperial Blue’s “Because, Men Will Be Men” campaigns enjoy an enviable legacy of delivering timeless films. And the brand hit it out of the park yet again with its latest blockbuster launched during this cricket season. By cleverly blending the essence of ‘menisms’ with humor and tying it to the nation’s cricket craze, the campaign managed to strike a deep chord with the audience. This is also a perfect example of what happens when the magic of creativity gets elevated by the power of technology. Leveraging AI to customise the ad with familiar names has further deepened connection with the audience, boosting brand affinity by making the content even more relatable. Once again, Imperial Blue has succeeded in making its consumers’ lives a bit more enjoyable, one campaign at a time.

    The brand’s recently concluded campaign took social media by storm, captivated audiences and sparked a wave of memes and conversations across various platforms, particularly on Instagram. Working on such an iconic initiative that has made consumers smile for decades and creating something fresh was both a challenging and rewarding experience. The integration of AI not only elevated the campaign’s impact but also remained true to the distinctive style of Imperial Blue communications.

  • Kulfi Collective & Nothing partner for CMF launch campaign

    Kulfi Collective & Nothing partner for CMF launch campaign

    Mumbai: London-based consumer electronics manufacturer Nothing has tasked Kulfi Collective with the mandate to craft the campaign for their CMF Phone 1.

    Called ‘Wonderful By Design’, the integrated campaign comprises two captivating films and 500 plus social and digital assets. The two master films; one for a global audience and one tailored for India featuring actress Rashmika Mandanna, cleverly builds CMF’s unique identity on the heritage of its parent brand, Nothing.

    CMF’s product portfolio now includes smartphones, earbuds, neckbands, and smartwatches, meticulously crafted with attention to colour, material, and finish — to make the necessary brilliant and the essential wonderful. Kulfi Collective’s campaign showcases CMF’s design-led approach and reinforces its European origins.

    The global film, “Wonderful by Design,” highlights the meticulous craftsmanship and creativity that goes into building CMF products. It positions CMF labs as hubs where art and science converge, plotting the journey from the designers’ minds to the consumers’ hands. Immersive storytelling ensures the local film picks up where the global film ends. Rashmika Mandanna, while travelling in the London subway, discovers a CMF vending machine that transports her to the CMF lab. Here, she explores the three products and their state-of-the-art features, epitomising the fusion of tech and beauty.

    Nothing senior director global brand & creative Ryan Latham shared his enthusiasm stating, “We are immensely proud to introduce CMF Phone 1 to the world, and our collaboration with Kulfi Collective has been an integral part of this journey. Their creative competence and storytelling capability perfectly suited this launch. The positive consumer response is testament to our  brand and our global campaign.”

    “The launch of CMF marks a significant milestone for Nothing in India. With Kulfi Collective, we’ve crafted a visually stunning campaign that resonates with the local audience while maintaining a global appeal. We look forward to seeing the growth of CMF in India and beyond” added Nothing India head of marketing Pranay Rao.

    “Absolutely thrilled to partner with Nothing to launch CMF! The campaign reflects our commitment to creating design-led, innovative content that resonates with both global and local audiences. Working with the team at Nothing has been an incredible journey, and we are excited to see CMF inspire and delight consumers worldwide,” said Kulfi Collective co-founder and chief creative officer Akshat Gupt.

    This partnership with Nothing underscores Kulfi Collective’s prowess in championing immersive storytelling and establishing brands as cultural icons.

  • Retaining business in the advertising industry

    Retaining business in the advertising industry

    Long collaboration between an advertising agency and a client on its brands is the ultimate crowning glory for both the sides. Because decades and years of relationships are built only on win-win situations like any long-lasting partnerships in life.

    For an agency retaining their brands through continuously delivering on strategies, ideas, and execution over a sustained period of time (five years and over) and maintaining a transactional relationship (while all admen will say that this gets converted to friendship by mutual trust, which is correct, but strictly based on performance) is one of the key challenges agencies have been facing since time immemorial.  

    The retention of the same advertising business over a sustained period of time is simply based how agencies can pre-empt challenges faced by the brands and come up with effective answers to address the problems. The business of Advertising is to continuously develop winning strategies, ideas, and solutions to refresh the brands and demonstrate results in a continuous fashion year after year in diverse and often unpredictable market conditions, competitive pressures and changing consumer dynamics have always been a herculean task for any agency.

    There is also a factor of sameness and boredom that can set in when relationships continue over the years. At the agency side when relationships last over a long time, there is often a tendency of taking the client for granted and complacency sets in. This, I have experienced is the biggest pitfall for long-serving businesses and the Agency management needs to be alive to this danger. Therefore, agencies face the multiple challenges of re-engineering & refreshing brand solutions, keep the internal teams on their toes, and address the issues of building bridges almost all over again when there are changes at senior levels at the brand and/or the agency side, and nurture relationships with the client teams all the time. And the longer the relationship gets, the challenges get more difficult.

    We live the challenges every day in our professional relationships and very often we have to think of newer solutions on our feet, rather than resting on our past laurels as these successes and solutions from the past may not be relevant for today’s unique problems. Similarly, there is a constant endeavour at the agency’s side to bring in fresh ideas and engage the brand teams regularly in brand reviews, fresh planning perspectives and new directions to take the brand forward.  

    Globally, there has been a practice of reshuffling agency’s brand leadership and key members particularly in strategic and creative side of brands particularly on global businesses, as often this leads to new energies, fresh thinking and re-inventing the brand narrative, given the market & consumer dynamics at that point in time. This practice has worked well for some cases earlier, but less practiced today, unless the client team demands it, as the business environment and real good quality talent base in advertising agencies is far less abundant than what it was two decades back due to agencies’ shrinking revenue base arising out of severe competition and clients’ hardball commercial negotiations, which frankly can often be counterproductive.  

    From my nearly five decades of advertising experience, I have seen that in any new advertising business, traditionally the honeymoon period between an agency and a client has not lasted beyond six months to a year at best. But in last 10 years this period has come down drastically due to unforeseen challenges established brands have been facing from the fast-changing consumer behaviour, new e-com-based distribution channels & networks opening up, fast evolution of digital communication, technology up-gradation and fresh new brands with innovative ideas constantly sprouting up (many of them from ‘start-ups’) to challenge the erstwhile leaders and capture the imagination of the new-gen consumers.  

    The patience levels to show results at the brand team’s end have now come down to a near zero. ‘Deliver Daily or Die’ is the new mantra. As a result, the expectation levels at the brand team’s end have gone up considerably due to the pressure on them to perform or perish. This pressure is in turn passed on to the agency. We at ad agencies always live with the ‘Damocles Sword’ hanging on our heads and every moment our performance is evaluated even by longstanding businesses.  

    In such situations, retaining & nurturing client relationships depend on the agency’s capabilities of living up to the challenges and delivering results, which ultimately speak for themselves. Yet demonstrating results are not entirely in the hands of the agency team. As it takes two hands to clap, so does the combined effort of the clients’ brand team and the agency team. And there must be a complete trust between the two.  And of course, in-depth knowledge, efficiency, transparency, mutual respect, diligence, and passion from both teams are a must to succeed in this competitive marketplace. Well, let me hasten to say that this is better said than done.

    The article has been authored by BEI Confluence Communication CMD Tapas Gupta.

  • IAA to raise awareness about Autism

    IAA to raise awareness about Autism

    Mumbai: As a part of its ongoing effort to use creativity for good, the India Chapter of the International Advertising Association (IAA) is calling for entries for a creative campaign to raise awareness about Autism.

    IAA president Avinash Pandey said, “We had announced this at the Olive Crown Awards, and are now ready to receive creative campaigns to further this good cause. The campaigns will be judged by a distinguished jury of creative experts and the winner will be awarded on the grand IndIAA Awards stage in August. We will produce the winning campaign and run it across the media as we always have. I appreciate the creative support we have received for the call-for-entries campaign from Vallabh Yeolkar Senior Creative Director Madison Loop.”

    IAA has always believed that what is good, is good for business and has created campaigns on different causes like elder care, anti-voter apathy, against domestic violence and to raise money to combat natural disasters like Cyclone Amphan and the floods in Kerala.

  • IndiGo Airlines appoints Ishha Bawa as lead – strategic initiatives, digital

    IndiGo Airlines appoints Ishha Bawa as lead – strategic initiatives, digital

    Mumbai: Ishha Bawa has recently been appointed as the lead for strategic initiatives, digital at IndiGo Airlines. Prior to this, she served as the head of marketing at the ad tech company Tyroo. According to her LinkedIn profile, she started her new position earlier this month.

    In her current role, Bawa will report directly to IndiGo (InterGlobe Aviation Ltd)  chief digital and information officer Neetan Chopra. Additionally, she will take on the role of chief of staff to aid in the digital transformation initiatives spearheaded by Chopra.

    Bawa’s career includes previous positions at HCL Technologies and advertising agencies such as FCB Ulka and McCann Erickson.

  • TVS iQube’s launches #AchchiShuruwat campaign

    TVS iQube’s launches #AchchiShuruwat campaign

    Mumbai: TVS iQube has launched its latest integrated marketing campaign, #AchchiShuruwat, translating to ‘A Good Start’.

    Rooted in the philosophy of fresh beginnings and sustainable living, the campaign showcases the TVS iQube not only as a mode of transportation, but as a transformative lifestyle choice. Since its launch in 2020, TVS iQube has stood for quality, comfort, connectivity, and affordability. In the last few years, it has crossed several milestones, embodying one’s independence and aspirations.

    At the heart of #AchchiShuruwat lies the belief that every journey, especially those towards realizing great dreams, begins with a promise of a new dawn – a promise embodied by TVS iQube. It symbolizes independence, aspiration, and the pursuit of personal and economic growth while fostering a sense of community and connectivity among riders.

    Commenting on the campaign, TVS Motor Company VP marketing & EV business Saurabh Kapoor said, “With #AchchiShuruwat, we aim to position the TVS iQube not just as a mode of transport, but as a partner in the pursuit of dreams. We believe that every journey, no matter how small, holds the potential for a good start – a fresh, hopeful beginning towards a brighter tomorrow. TVSM will continue to partner our customers in their journey of success, by making trustworthy and superior electric mobility experience more accessible.”

    TVS iQube is inspired by three fundamental principles: Giving customers the POWER OF CHOICE for range, connected capabilities and colours; Complete PEACE OF MIND around vehicle safety by adhering to latest norms and overall purchase experience leading to promise of delivery and the SIMPLICITY OF OPERATING the TVS iQube which is impactful yet hassle free. This will enable electric mobility accessibility to everyone and further establish TVS iQube’s proposition of being India’s favourite family EV. Currently, the TVS iQube Electric scooters are available in 434 cities and 651 dealerships across India.

  • LIXIL appoints Priya Rustogi as the leader for LWT- India & subcontinent

    LIXIL appoints Priya Rustogi as the leader for LWT- India & subcontinent

    Mumbai: LIXIL, the maker of water and housing products, recently appointed Priya Rustogi as the leader for LIXIL Water Technologies (LWT)—India and subcontinent. LIXIL has been in the Indian market for over a decade through its American Standard and GROHE brands. In this pivotal role, Priya will oversee the operations of these sanitaryware brands in India and the Subcontinent.

    With a sharp focus on leveraging innovation and disruptive business models, Priya aims to realize LIXIL’s goal of transforming end-to-end bathroom solutions in India. As a visionary leader, Priya will drive regional growth and development while ensuring the company’s strategy aligns with its plans. She is deeply committed to the organization’s growth through its extensive channel network.

    With over two decades of industry experience, Priya brings extensive knowledge of sales and distribution and a proven track record of successfully implementing product marketing strategies. Before taking over her current position, she led the consumer business for LIXIL India for over five years. Prior to joining LIXIL, Priya held prominent positions with brands such as Plantronics and Ranbaxy. During her stint with Plantronics, Priya led the launch of Plantronics Retail Products in India. She established it as the leader in the mid-premium headset segment.

    LIXIL, India & subcontinent leader Priya Rustogi said,” I am pleased to take on this new role. I am thankful to the management team for trusting me with this responsibility. Leading LWT and driving growth for our flagship brands, GROHE and American Standard, is an absolute honour. I look forward to leveraging my expertise to scale the business, promote innovation, and achieve new heights for LWT. I want to contribute towards strengthening our presence in the country and exploring new partnership opportunities to expand our reach further.”