ITV

Category: Media and Advertising

  • Pond’s Skin Institute unveils a new TVC campaign

    Pond’s Skin Institute unveils a new TVC campaign

    Mumbai: Pond’s Skin Institute, a global beauty brand with a history spanning more than 175 years has introduced brand ambassadors, Kiara Advani and Keerthy Suresh in an all new TVC campaign featuring the brand in a premium and elevated avatar. With scientific expertise and beauty development at the very heart of the campaign, these TVC’s usher in a new era of Pond’s in India and aim to connect with skincare enthusiasts across the country.

    While the brand has launched two different commercials featuring each ambassador to reach consumers effectively nationwide, both films immerse viewers in the journey to radiant and flawless skin. The TVCs are set in the exciting new universe of Pond’s, featuring Kiara and Keerthy addressing common skincare concerns and emphasizing on the science and effectiveness of the Pond’s Bright Beauty Range. The range includes serum, facewash and more, formulated with Niacinamide to fade dark spots and pigmentation to reveal radiant glowing skin. By highlighting relatable experiences, the TVC’s underscore Pond’s Skin Institute’s dedication to creating skincare solutions that help women achieve their desired skincare goals.

    Commenting on the newly launched TVC Hindustan Unilever Ltd skincare head, beauty & wellbeing Pratik Ved said, “At this exciting juncture for Pond’s Skin Institute, we proudly celebrate our heritage with the unveiling of an advanced skincare range. By seamlessly blending the finest elements of science, beauty mastery, and innovation, we invite people to rediscover and experience the brand in an all-new avatar. This reinvention is guided by our brand-new communication for Pond’s, which focuses on the impact of life on skin and beauty. With ground-breaking scientific innovations, we remain committed to making miracles happen for your skin, ensuring we stay ahead of the curve in today’s ever-changing beauty landscape while honoring our 175-year legacy.”

    Ogilvy India chief creative officers Harshad Rajadhyaksha and Kainaz Karmakar said “The new chapter of Pond’s has science at its heart. This can be seen in not just the communication, but the packaging and the products too. The world of beauty is changing at a super rapid pace. Ingredients are taking centre stage, and consumers are investing time in deeply knowing their skin and beauty products. The way forward on Pond’s is in line with this new world.”

    The TVCs are now airing nationwide across traditional and digital platforms, showcasing the brand’s rich heritage of skincare innovation and excellence. Consumers can experience breakthrough innovations from Pond’s Skin Institute first-hand with the new Bright Beauty Range, available at retailers nationwide.

  • iThrive introduces “Making Right Choices” initiative

    iThrive introduces “Making Right Choices” initiative

    Mumbai: iThrive, a pioneering leader in functional nutrition,proudly announces the launch of its new campaign, “Making Right Choices.” This initiative aims to educate individuals about the importance of building healthier lifestyle decisions and how these choices can prevent and reverse chronic health conditions.

    Many people unknowingly adopt unhealthy habits from a young age. Often, parents inadvertently introduce their children to adulterated foods, fostering poor dietary choices that persist into adulthood. Despite the abundance of natural, nutrient-rich foods available, consumers are frequently misled by deceptive marketing practices from various brands.

    Through this campaign, iThrive will dedicate its efforts to educating the public on how simple changes can lead to a healthier lifestyle. They will be  collaborating with brands and influencers to spread the aim of the campaign to masses. The “Making Right Choices” campaign will feature a series of workshops, webinars, and social media activities designed to empower individuals with the knowledge and tools needed to make informed health decisions.

    “We believe that awareness and education are the first steps towards a healthier future,” said iThrive founder and CEO Mugdha Pradhan. “Our goal with the ‘Making Right Choices’ campaign is to guide people away from unhealthy habits and towards a lifestyle that promotes well-being and longevity. By addressing the root causes of chronic health conditions and emphasizing the importance of functional nutrition, we can help individuals reclaim their health and lead fulfilling lives. This campaign is not just about temporary fixes but about making lasting, positive changes that will benefit people for years to come.”

    India is at the forefront of countries battling non-communicable diseases (NCDs). Conditions such as diabetes, hypertension, thyroid disorders, and gut issues are alarmingly on the rise. iThrive’s vision is to heal the world by creating healthier, happier, and lifestyle-disease-free communities globally. To date, iThrive has successfully worked with clients dealing with over 174 different diseases.

    iThrive’s head of marketing Sumeet Salve added, “This campaign is a call to action. We want to inspire individuals to take charge of their health by making conscious and informed choices. Together, we can create a ripple effect that transforms the health landscape of our communities. The ‘Making Right Choices’ campaign is about empowering people with the knowledge they need to make better decisions. We’re not just promoting a healthier lifestyle; we’re building a movement that prioritizes well-being and preventive care. We believe that with the right information and support, everyone can make choices that lead to a healthier, happier life.”

    iThrive’s campaign will cover various aspects of healthy living, including diet, exercise, mental wellness, and preventive healthcare. The educational content will be disseminated through multiple channels to ensure broad reach and engagement. Participants will have access to practical tips, expert advice, and interactive sessions to help them make the transition to a healthier lifestyle.

    In addition to online activities, iThrive will host local events in major cities across India. These events will provide an opportunity for people to engage directly with health experts, participate in fitness challenges, and experience firsthand the benefits of making right choices. The campaign aims to build a supportive community where individuals can share their journeys, successes, and challenges, fostering a collective movement towards better health.

  • RED FM’s Guthli Returns campaign collects 1M guthlis

    RED FM’s Guthli Returns campaign collects 1M guthlis

    Mumbai: India’s leading private radio and entertainment network, Red FM, is thrilled to announce the success of ‘Guthli Returns’ — a five-week campaign across Maharashtra and Gujarat in collaboration with Mission Mango. The initiative aimed to save farmers and empower them to secure their future through mango cultivation.

    Guthli Returns was a movement based on collecting mango seeds, turning them into saplings, and donating them to farmers below the poverty line. Listeners actively participated by visiting our stations or sending their contributions via courier. The Rotary Club of Mumbai pledged an additional 1,500 seeds to the initiative. An eight-month pregnant woman in Thane and Mahim organized 50 volunteers to contribute 5,000 seeds. RJ Malishka and listeners travelled to Murbad to engage with farmers, hosted by the agriculture department.

    A group in Nashik sent a tempo with one lakh seeds, significantly boosting our collection efforts. Schools and colleges contributed thousands of seeds. Brands like Madhuban restaurant and Meetha by Radisson Hotels joined the cause, promising 3000 and 5000 seeds respectively. The Municipal Commissioner of Navi Mumbai adopted the campaign, promising widespread participation and an additional 1 lakh seeds.

    Speaking on the announcement, RED FM and Magic FM director & COO Nisha Narayanan said, “As the name speaks for itself, ‘Guthli Returns’ was a Red FM initiative to give back to the farmers. Urban life might have distanced us from our agricultural roots but ‘Guthli Returns’ as a campaign had several touchpoints. We had aimed to bridge the gap between urban life and rural life, evoke responsibility in citizens of India, secure the future of farmers, and save our beloved national fruit mango from becoming extinct. We are beside ourselves to report that with the support of Indian citizens, we have been able to make a tangible difference in saving farmers and their livelihoods and mangoes. We are immensely proud of the nation for pouring in Guthlis and working for a greater cause together and towards social change.”

  • CollegeDekho launches its first-ever brand campaign

    CollegeDekho launches its first-ever brand campaign

    Mumbai: CollegeDekho, India’s largest higher education ecosystem announced the rollout of its first-ever brand campaign, underscoring their vision of being a trusted, expert guide to students looking for guidance to find the right college. CollegeDekho is dedicated to creating an ecosystem that helps students find the right college and aids colleges in teaching them better. The new brand campaign embodies their commitment to be the most trusted guide for students on their higher education journey in India and will be launched across TV, OTT, and Digital Platforms, following the launch of their HEART (Higher Education Analytics and Regional Trends) Report 2024.

    Talking on the launch of the campaign, CEO and co-founder Ruchir Arora, said, “We have consistently dedicated ourselves to assisting every student in finding the right college and pursuing an outcome-oriented higher education degree. This campaign is meticulously crafted based on the profound insights from our HEART report, and I am confident it will empower millions of students to seek our expert guidance in achieving their ideal career aspirations.”

    With only about 11 per cent of Indians above the age of 15 years have attended college, as per the latest NSO Survey, the need for a trusted expert to guide students is more evident than ever. CollegeDekho fulfils this role, assisting nearly 45 lakh students seeking guidance and help them make informed choices about colleges and courses. The campaign captures CollegeDekho’s vision of serving as a comprehensive support system for students on their higher education journey. It primarily targets parents and students seeking expert guidance to navigate the vast landscape of over 54,000 colleges in India, ensuring they find the right college.

    Commenting on the launch of the new campaign, CMO Abhinav Upadhyay stated, “Our first ever brand campaign reflects our belief in the power of right guidance altering someone’s life trajectory. The campaign is built around a simple yet powerful insight. Parents do everything they can, sometimes going beyond their means to make their child’s future better. Yet when it comes to choosing a college, they need a trusted expert. Hence at CollegeDekho, we are committed to democratizing access to expert college guidance, ensuring that no dream goes unfulfilled, regardless of a student’s background. Our objective is to provide a comprehensive trusted guidance and learning ecosystem for higher education needs across India. We strive to be the trusted partner for both students and colleges, ensuring outcomes that benefit every student, the society and the country at large.”

    As a part of the campaign, the TVC portrays a heartfelt story of a father who meticulously chooses the best for his son right from childhood, ensuring every decision is made with love and foresight. From childhood moments to crucial life choices, the father’s dedication shines through, always providing the right options to secure his child’s happiness and future. This narrative beautifully captures parental care and guidance, aligning with CollegeDekho’s vision of being a trusted guide for students. The brand film launched in five languages underscores CollegeDekho’s role in offering expert guidance. The film aims to remove confusion and evoke trust, thereby differentiating CollegeDekho’s presence as a counselling partner that provides a comprehensive platform for information around college selection.

    Over the years, CollegeDekho has significantly expanded its footprint and business. With strong revenue growth and an increasing number of college partners annually, they have been hitting the right metrics in terms of lowered customer acquisition costs and enhanced consumer engagement. The company works with universities and colleges to improve graduate employability and launched “CollegeDekho Assured” which offers students the choice of future-skills-based degree programs in areas such as Artificial Intelligence, Robotic Process Automation, UX/UI Design, and fintech amongst other emerging streams. Aligning with the company’s goals, the program is crafted specifically to bridge the employability gap by curating learning interventions as part of the students’ degree programmes and helping students to be job ready.

    CollegeDekho has demonstrated a remarkable growth trajectory, counselling over 1.2 million students and enrolling more than 200,000 students across India. The launch of the new TVC campaign will play a pivotal role in enhancing CollegeDekho’s presence, reinforcing its commitment to guiding students through their educational journeys, and making a significant impact on the higher education sector in India. Their vision is to provide a single platform for all information and access points, by removing confusion, assist students in making informed decisions, and evoke trust by acting like a parent, choosing the best for their child.

  • Gupshup is a strategic partner for Meta and works together on a host of joint GTM programs: Vartika Verma

    Gupshup is a strategic partner for Meta and works together on a host of joint GTM programs: Vartika Verma

    Mumbai: Gupshup has launched its first brand film, Do More with Conversations as part of its #EveryConversationMatters Campaign. The film was conceptualized by Gupshup and produced in collaboration with Meta and SisterWolf Studios.

    The campaign features a brand film and a multi-city customer event series titled “Gupshup Conversations,” spanning Jakarta, Dubai, New Delhi, Brazil, and Mexico. The film, set against diverse global landscapes, features individuals from various walks of life interacting, showcasing the universal language of conversations. The film will be available for viewing on Gupshup’s YouTube channel, with its reach extended through social media platforms including Instagram, Facebook, LinkedIn, and X.

    With an orchestral soundtrack, the film captures heartfelt conversations between friends, families, and colleagues, and pans to inspirational speeches that move humankind forward. The visuals gradually transition into featuring more business-to-consumer interactions. A powerful voice-over emphasizes the pivotal role of conversations in sparking innovation and driving business growth. The film creatively juxtaposes in-person interactions with brands engaging customers via chatbots, demonstrating how Gupshup’s Conversation Cloud facilitates human-like interactions across the customer lifecycle.

    Earlier this year, Gusphup made a splash with its Conversation Cloud launch featured on the NASDAQ tower. This was followed by a revamped website design and a new brand messaging that reinforced the importance of two-way communication for brands.

    Indiantelevision.com caught up with Vartika Verma, Senior Director, Global Marketing, Gupshup senior director, global marketing, Vartika Verma, where she gave deeper insights on the campaign and many moree…

    Edited excerpts

    On the collaboration with Meta and SisterWolf Studios

    Gupshup is a strategic partner for Meta and works together on a host of joint GTM programs. The collaboration on the film is one of the many initiatives that Meta and Gupshup drive jointly. While the script was built by Gupshup, the production was done hand-in-hand with Meta and their preferred film-partner, SisterWolf Studios in LA, USA.

    On the campaign catering to different cultural contexts in diverse markets like Jakarta, Dubai, New Delhi, Brazil, and Mexico

    Gupshup’s customer base spans India, APAC, the Middle East, Latin America, Africa, China, Europe, and the USA. The film endeavors to capture the diverse demographics of both our customers and their end users. Centered around the theme “Every Conversation Matters,” the film illustrates how conversations drive growth across various use cases—acquisition, engagement, conversion, and customer care—across different regions. Additionally, the film will be translated into Spanish, Portuguese, and Bahasa to reach a broader audience.

    On the decision to use various social media platforms (YouTube, Instagram, Facebook, LinkedIn, X) for the campaign’s distribution

    Gupshup, as a digital-first enterprise, empowers businesses to embrace conversational digital strategies to drive growth. Given that a significant portion of our audience engages with us frequently on social media and through byte-sized WhatsApp newsletters, it was only natural for us to leverage digital platforms for the distribution of our film.

    On the modules—Converse, Advertise, and Communicate—working together to enhance customer interactions and business outcomes

    Converse, Advertise, and Communicate are three key modules of Gupshup’s Conversation Cloud which enable brands to capture the entire customer journey right from awareness to support on messaging channels.

    Communicate is our high-scale smart CPaaS solution which is leveraged by brands to send personalized messages – at scale, across multiple channels such as WhatsApp, RCS, SMS, and more. And every message sent is an opportunity to weave a conversation to engage with the customers deeper. That’s where our suite of modules under the Converse product comes to life. With intuitive Journey Builder, Campaign Manager, Agent Assist, and Catalogs and Payments, Converse allows brands to build immersive two-way conversational experiences for several use cases across marketing, commerce, and support.

    The Advertise module supports brands by helping them build their first-party database of consented users via Click to WhatsApp and Click to Instagram ads. The modules leverage advanced no-code tools, conversational customer data platforms, and AI-powered automation to build engaging two-way conversational journeys, to acquire, qualify and sell to prospects.

    On Gupshup making  a significant branding effort with the NASDAQ tower feature and website revamp earlier this year.

    The launch of Gupshup Conversation Cloud is a part of our effort to stake our leadership position in Conversational CX, on a global scale.

    We have an expanding global customer base, and some of the biggest brands are starting to adopt Gupshup as their global platform for conversational CX.

    Some of our key customers leveraging Gupshup Conversation Cloud in India include IDFC Bank, Canara Bank, Tata Capital, MPL, Flipkart, Cars24, and global brands such as Loreal, ADCB, Carso, Carrefour and more.

    On ensuring the human-like quality of chatbot interactions

    The great thing about Gupshup’s AI chatbots (built through our ACE LLM), which are based on the most advanced Generative AI LLMs, is that they are contextually aware and capable of engaging in human-like conversations. This capability gets further enhanced with fine-tuning which is retraining the foundational LLM on domain-specific knowledge, vocabulary, and insights. Our deep domain expertise from years of experience working with companies in numerous verticals such as banking, insurance, e-commerce, retail, gaming, and healthcare means that we already have a huge repository of conversational datasets to train these models. Apart from learning from the past customer interactions, the model is well-equipped to learn on the go from customer responses and adapt itself accordingly.

    On your personal goals for Gupshup’s brand and marketing initiatives over the coming years

    My objectives are centered on advancing both the brand and demand for Gupshup on a global scale.

    From a branding perspective, our name, “Gupshup,” translates to “Conversations” in Hindi. My vision is to establish Gupshup as synonymous with Conversations on the Internet, akin to how certain companies have become synonymous with Search, Payments, and Photocopying.

    On the demand side, there is a growing momentum driving brands towards conversational interactions. The shift from humans adapting to machine behavior to machines learning to emulate human interaction marks an irreversible trend. Increasingly, people prefer to accomplish tasks through conversation. We foresee a future where brands operate their core workflows via conversational interfaces at the front end, powered by AI at the back end.

    With the proliferation of internet-enabled smartphones and messaging apps, brands are finding it more efficient to acquire, engage, and support customers on platforms like WhatsApp, RCS, and Instagram. My goal is to cultivate and nurture such Conversational Brands worldwide, supported by an integrated demand generation engine.

  • Olyv partners with Disney+ Hotstar for ICC T20 World Cup 2024 showcase

    Olyv partners with Disney+ Hotstar for ICC T20 World Cup 2024 showcase

    Mumbai: fintechs, committed to empowering India by accelerating Pan-India financial inclusion, announced its association with Disney+ Hotstar for the ICC Men’s T20 World Cup 2024.

    Launching this campaign with Disney+ Hotstar has enabled Olyv to showcase its refreshed brand identity and comprehensive multi-product digital platform during one of the world’s most watched and anticipated sporting events. Recognizing the unparalleled popularity of the ICC Men’s T20 World Cup, this initiative is designed to resonate with a broader audience,

    particularly, ensuring that the message of financial freedom reaches every corner of India.

    The brand films under Olyv’s first-ever branding campaign, #JahanSapneWahanOlyv, will leverage the extensive reach and popularity of the tournament, strategically positioned during the live matches to drive awareness around Olyv’s offerings and differentiators, including their focus on serving both salaried and self-employed segments. This association marks a significant milestone in Olyv’s mission to connect with and engage diverse customer segments in India.

    With the vast audience of Disney+ Hotstar and the global appeal of the ICC Men’s T20 World Cup, Olyv is poised to deliver its message of financial empowerment to an unprecedented audience base.

    Speaking of the collaboration, Olyv India co-founder & CEO Rohit Garg, said “Cricket is a collective passion that unites India like nothing ever can. The T20 format at an international level adds to the cult following of this sport. Our campaign on Disney+ Hotstar for the ICC Men’s T20 World Cup 2024 is a game-changer for Olyv. With the event’s unparalleled global viewership, we are poised to connect with an incredibly diverse and engaged audience on an unprecedented scale. This collaboration allows us to showcase our dynamic new identity and reinforce our commitment to financial empowerment with a platform that can serve Aspirational India’s diverse financial needs. We are excited to engage millions of cricket fans and potential customers across the nation.”

    As Olyv prepares to spotlight its enhanced brand amid the excitement of the ICC Men’s T20 World Cup 2024, it reaffirms its commitment to delivering simple and revolutionary financial solutions to people across India.

  • DTDC Express Ltd appoints Ankita Tiwari as new CHRO

    DTDC Express Ltd appoints Ankita Tiwari as new CHRO

    Mumbai: DTDC Express Ltd, a leading express logistics provider in India, has appointed Ankita Tiwari as its new chief human resources officer (CHRO). With extensive experience in HR leadership, Ankita brings a wealth of knowledge and expertise to this new role, aiming to drive impactful HR strategies and initiatives.

    Ankita joins DTDC with over two decades of experience and a strong background in HR leadership across various industries. At DTDC, she will leverage her unique set of skills in fostering diversity, equity, and inclusivity at the workplace, building a strong organizational culture. Ankita is known for her expertise in building strong relationships, enhancing people skills, and cultivating a positive work culture.

    Welcoming Tiwari to DTDC, DTDC Express Ltd CEO Abhishek Chakraborty said, “We are delighted to welcome Ankita to our DTDC family. With her extensive experience, innovative approach, and proven track record in human resources, we are confident she will be invaluable in fostering a positive and productive work environment. With an ecosystem of 13,000 plus employees delivering 7,50,000 plus parcels per day, covering 96 per cent of India’s population, her expertise in HR will add to our leadership strength and strengthen our people practices going forward.”

    Prior to joining DTDC, Ankita held several significant senior HR leadership roles at companies including Larsen & Toubro Ltd, A.P. Moller-Maersk, Pidilite, BASF, and ST Ericsson. In these roles, she substantially enhanced the HR practices of the organisation by guiding the department toward increased automation, digitization, agility, and strategic business alignment.

  • Indian advertising industry poised to hit Rs 1.2 trillion in 2024, driven by digital boom

    Indian advertising industry poised to hit Rs 1.2 trillion in 2024, driven by digital boom

    Mumbai: Indian advertising industry continues its growth trajectory from ₹1.1 trillion ($13.1 billion) in 2023 to Rs 1.2 Trillion (US$14.6 billion) in 2024, 50 per cent higher than pre-pandemic period. However, print, radio and cinema are lagging 2019 levels. The advertising revenue is forecast to grow +11.8 per cent  in 2024 (+11.2 per cent 2023) according to Magna Global Advertising forecasts.

    Digital media is poised for +15.9 per cent growth, the surge is propelled by the Government of India’s thrust on digital infrastructure, making the internet accessible and affordable. Digital share from its current 47 per cent is expected to reach 50 per cent of the total revenues by 2026. Social overtakes search to become the second largest media after television.

    Traditional media is also experiencing growth year-over-year. Linear formats to grow at +8.4 per cent (8.7 per cent, 2023) in 2024.Maintaining its fastest growing economy status, GDP is projected to remain strong at +6.8 per cent in 2024 (+7.8 per cent 2023) and +6.5 per cent in 2025.Magna estimates +10 per cent growth in 2025 and continue to grow at a CAGR of 10 per cent to reach Rs 1.7 trillion ($21.1 billion) by 2028. India is projected to move into the top 10 markets in 2025.

    MAGNA India SVP, director – Intelligence Practice Venkatesh S said: “The Indian advertising market is set to expand by 11.8% in 2024, reaching ₹1.2 trillion, driven by a robust 15.9% growth in digital media. Traditional media formats are also growing, enduring the relevance of Print, OOH and Radio in addition to Television. The government’s emphasis on digital public infrastructure is propelling digital ad spend to nearly half of total revenues by 2026. Our forecast highlights social media’s significant rise, overtaking search as the second largest media format after television.”

    Growth in India is projected to remain strong at 6.8 per cent in 2024 and 6.5 percent in 2025, with the robustness reflecting, continuing strength in domestic demand and a rising working-age population according to IMF. With the per capita income increasing multifold, the consumer spending outlook remains positive. India has been evolving as one of the world’s most dynamic consumption environments and is expected to maintain steady economic growth. The fastest growing economy is projected to surpass China’s growth rate by over two per cent points. India, by 2028 is expected to become the third largest economy leaving behind Germany and Japan.

    Inflation is projected to decline from +5.4 per cent in 2023 to +4.2 per cent in 2024 and long-term inflation estimates remain anchored. The monetary policy stance of the central bank is expected to support growth.

    In 2024, total advertising revenue from Rs 1.1 trillion ($13.1 billion) will touch Rs 1.2 trillion ($14.6 billion). Digital formats or new media contribute over 60 per cent to the incremental revenue. Digital is estimated to grow +15.9 per cent and linear growth will be at +8.4 per cent. In a normal year, H1 contribution is generally less than H2, however general elections scheduled from March to May followed by ICC T20 Cricket World Cup in June-July will boost H1 growth (+11.8 per cent) equal to the second half of the year (+11.9 per cent). Both general elections and live sports will lead to a significant growth in adex across both Digital and Linear media.

    In 2023, listed companies’ average income and profits have grown in double digits. This is encouraging as private investment in capacity building and marketing activities will increase. Auto sector demonstrated significant growth across all segments in 2023, this is expected to boost marketing and advertising budgets in 2024. CPG continues to rise as more people start to move up the economic ladder and the benefits of economic progress become accessible to the public. The urban segment is the largest contributor, however, in the last few years, the growth has come at a faster pace in rural India. With normal monsoons expected, rural demand will pick up and this bodes well for the sector. Retail sector is experiencing exponential growth across pop strata. Sizeable middle class, changing demographic profile, increasing disposable income, and urbanization are some of the factors driving organized retail. E-commerce has transformed the way business is done and has enabled newer segments like D2C. Rapid expansion into Tier-2 and Tier-3 cities will aide sectoral growth.

    CPG, Auto, Retail, Government & Political advertising, and Finance are expected to be the most dominant sectors contributing to India’s adex growth in 2024, followed by Pharma, Education, Real Estate, Media & Entertainment and Building Materials making up the top ten sectors.

    Consumption trends continue to favour digital media. The liberal and reformist policies of the Government have been instrumental in developing digital public goods. All digital formats are growing at a healthy pace, specifically social, video & audio streaming and online gaming. With the democratisation of content consumption, Ad-supported video on demand platforms have transformed viewership by providing easy and affordable access to live sporting events. As of 2023, wireless base stood at 1.15 billion subscribers and 95 per cent of the data consumed have come from 4G connections. Rise in mobile penetration and decline in data costs is expected to add to the internet base. In 2024, digital ad spends will grow +15.9 per cent to top ₹580 billion (US$6.9 billion). Social & Search with 34 per cent and 33 per cent shares drive the digital pie followed by Display & Video at 19 per cent and 14 per cent. In terms of growth, Social (+21.9 per cent) and Video (+19.1 per cent) are the fastest growing formats.

    Television reaches 778 million viewers (759 million 2022) and overall time spent has increased to 230 mins (218 mins 2022). Close to a third of homes do not have television and linear TV has potential to grow. Probable launch of Direct-to-mobile will increase the reach of Television, trials for this home-grown technology would soon be planned across cities. Overall Television ad revenues in 2024 will grow +8.7 per cent to reach an estimated Rs 393 billion ($4.7 billion). Elections will drive advertising growth for TV, specifically for news and T20 World Cup will further boost revenues.

    Print media has reinforced itself as the most trustworthy source of information. The circulation in 2022-23 has gone from 391mn to 402mn copies and the largest local media is still relevant providing the geographical spread and audience size. Advertisers’ belief in this consumption story led to a handsome growth of +7.0 per cent last year. In 2024, ad sales revenue will grow +6.1% to Rs 188 billion ($2.2 billion) but it is still 11 per cent below pre-covid levels. Digital print revenue is estimated to be Rs 13 billion ($159 million). Drop in social media referral traffic as Meta dissociated itself with news is hurting publishers. Print advertising growth will come on the back of national elections and local elections in 8 states.

    Radio is still ailing from the slowdown caused during covid, recovering only 86 per cent of the 2019 levels. While there is enormous increase in volumes, ad rates have remained soft. The long-standing challenge of audience measurement capabilities is hurting the medium. Increase in Government ad rates will help growth considering this is an election year. Government recommendations on News broadcast, reduction in license fee and mandatory FM tuner on mobiles will bring windfall to the industry. The revenue for 2024 is estimated to be Rs 19 billion ($231 million) reflecting a growth of +9.0 per cent over previous year.

    OOH media is on a growth trajectory and is expected to cross 2019 levels this year. All 3 forms, Traditional, transit and DOOH are showing incremental revenues. Government push on infrastructure and urbanization will boost OOH inventory especially premium formats. In 2024 OOH revenue will increase +16 per cent to reach ₹34 billion (US$402 million). DOOH share to total OOH is at 6 per cent, growing at a CAGR of +33 per cent, by 2028 share of DOOH will touch 11 per cent. Roadstar, a unified audience measurement tool for the OOH industry developed by the national body for Outdoor Media, is likely to see light, this should help demonstrate effectiveness of the medium and facilitate growth. In-cinema advertising was the biggest casualty of covid which has recovered to the extent of 72 per cent. Successive come back from all languages with box office hits in 2023 and good inflow of content in 2024 will drive both demand from advertisers as well as surge in audience footfalls. In 2024, the growth is estimated to be +19 per cent to reach Rs 8 billion ($95 million).

    IPG Mediabrands India chief investment officer Hema Malik commented: “India’s advertising industry is gearing up for an impressive 2024, with significant growth driven by pivotal events like the general elections and ICC T20 World Cup. We expect substantial ad spend increases across sectors such as auto, retail, and CPG. The anticipated 11.8% growth in ad revenues highlights the market’s resilience and potential. With rural demand expected to rise due to favorable monsoons and digital ad spend projected to reach ₹580 billion, the convergence of traditional and digital media presents unique opportunities for advertisers.”

  • Stick with Nick: The ultimate destination for kids

    Stick with Nick: The ultimate destination for kids

    Mumbai: Nick India continues to solidify its position as the premier kids’ entertainment brand with the launch of the innovative ‘Stick with Nick’ campaign. This latest campaign underscores Nick’s commitment to seamlessly integrate into the lives of its young audience, providing a rich, multi-platform entertainment experience.

    For over a decade, Nick has been the go-to brand for kids’ entertainment in India, with beloved shows like Motu Patlu, Chickoo Aur Bunty, and Rudra creating a unique space for kids to call their own. Beyond television, Nick offers a comprehensive entertainment ecosystem, integrating television, digital platforms, and on-ground experiences. The brand’s embrace of new technologies has solidified its relevance in the kids’ entertainment sector.

    At Nick, commitment to innovation and engaging content remains unwavering. Viacom18 business head – kids TV network Anu Sikka stated, “Nick is dedicated to creativity and great content, making it the top choice for millions of kids and families. Our brand’s wide reach and appeal make it a favourite not only among kids but also for partners looking to connect with young audiences. This new campaign aims to give kids an amazing experience with their favourite Nick toons in unique ways. It’s a clear example of our commitment to bringing joy and excitement to kids’ lives while offering a valuable platform for brands.”

    The ‘Stick with Nick’ campaign is live on-air with a watch and win contest, where kids will get a chance to win exciting specially curated gifts that ‘money can’t buy’. Furthermore, Nick enhances its television content with a strong digital presence through its OTT platform JioCinema. With Centerfruit as presenting partner, the campaign is set to create a whole lot of fun, along with powered by partner Camel and associate partners Catch and MamyPoko Pants.

    Commenting on the association, Perfetti Van Melle India marketing director Gunjan Khetan said “Centerfruit is excited to partner with Nick for the ‘Stick with Nick’ campaign. Nick’s extensive reach and universal appeal align wonderfully with Centerfruit’s vibrant and playful brand ethos. This collaboration contributes to our pursuit of bringing joy and excitement to our consumers. Together, we aim to create memorable moments for children across India.”

    Talking about the collaboration, Kokuyo Camlin Ltd chief strategy and marketing officer Rishi Kakar said, “Camel is excited to join forces with Nick for the Stick with Nick campaign. We look forward to a successful collaboration that enriches the lives of kids and families alike.”

    Strategic partnerships to give kids an on-ground experience include an association with MyFroyoLand, where Nick has curated an exclusive “Nick Specials” menu featuring flavors like Nick Chikoo Bunty Chocolate Chip Cookie Dough and Nick Motu Patlu Cotton Candy. Additionally, a collaboration with Birdy’s introduces limited edition cake flavors such as Nick Chikoo Bunty New York Cake and Nick Motu Patlu Dutch Truffle Cake, available across food delivery platforms and Mumbai stores.

    The brand has activated a robust social media strategy that includes integrated posts and campaigns across all major platforms and features over 120 influencers maintaining a strong connection with its audience. Moreover, recognizing the importance of physical interactions, Nick executes extensive mall branding and takeovers in key urban markets that allow kids to experience the magic of their favourite Nick Toons in real life. Moreover, innovative digital strategies include hyper-realistic CGI ads and interactive experiences, such as AR filters on Instagram and a hyper-casual game on the Nick website, engaging the digital-native generation.

    Nick’s ‘Stick with Nick’ campaign exemplifies the brand’s role as the ultimate destination for kids. By creating a multifaceted entertainment ecosystem that spans television, digital platforms, social media, gaming, and on-ground activations, Nick ensures it remains an integral part of kids’ lives. As Nick continues to innovate and engage, it reaffirms its dedication to bringing joy, laughter, and unforgettable moments to young audiences everywhere. Stay tuned and join the adventure as Nick continues to build a vibrant and inclusive universe for kids.

  • EduFund launches “#BachaoAurPadhao” campaign

    EduFund launches “#BachaoAurPadhao” campaign

    Mumbai: EduFund, India’s pioneering full stack product for education planning has launched the “Bachao Aur Padhao” campaign. This initiative aims to address the escalating costs of education in India and ensure affordable access to quality education for all families.

    India’s education sector is experiencing rapid expansion yet it faces a formidable challenge: soaring education costs. With annual inflation rates in education ranging between 10-11 per cent, significantly outpacing wage increases, families aspiring for quality education are under increasing financial strain. This trend not only threatens the government’s ambitious education enrollment targets but also jeopardizes the sustainability of the educational growth trajectory.

    The “Bachao Aur Padhao” campaign advocates for proactive measures to address these rising costs through dedicated education savings strategies. Costs at premier institutions like IIMs and IITs have surged by up to 147 per cent and nearly doubled for MBA and B.Tech programs, respectively, intensifying the affordability crisis. For households earning less than Rs 5 lakhs annually, these rising costs often result in higher dropout rates and heightened dependence on education loans.

    “In a country like India, education provides the pathway to a better life. Educating parents on the need to financially plan and save is imperative, especially in the current landscape where fees threaten this pathway” said EduFund co-founder and CEO Eela Dubey. “Through initiatives like ‘Bachao Aur Padhao,’ we aim to promote strategic financial planning. Our hope is to make parents financially literate by teaching them how to invest and where to invest for this incredibly important goal. We want to make it less scary!”

    As per research done by EduFund, mutual funds emerge as a practical solution for parents seeking to build substantial educational funds. Equity mutual funds, for example, have historically outperformed traditional savings instruments, offering a robust avenue for long-term wealth accumulation to fund education aspirations. Offering professional management, diversification, and potential for higher returns, mutual funds are well-suited for nurturing significant education savings over time.

    This path breaking campaign by EduFund urges the government to facilitate goal-based investing in education by introducing tax incentives akin to successful international models such as the USA’s 529 plan and the UK’s Junior ISA. These incentives can incentivize parents to save for their children’s education systematically, reducing reliance on loans and ensuring equitable access to quality education nationwide.