Category: Specials

SahiBandhu’s remarkable journey: Pioneering growth and digital transformation in 2023S

Mumbai: The financial services sector in India is growing at an unprecedented pace today, thanks to the increased proliferation of digital services. Amid this dynamic landscape, SahiBandhu, the largest gold loan aggregator platform, has emerged as a trailblazer, seamlessly blending the realms of physical and digital interactions.

In the transformative year of 2023, the company’s innovative phygital model not only facilitated unparalleled growth but also set new benchmarks in the gold loan industry. SahiBandhu’s strategic collaborations, market leadership achievements, and the impactful reach of its digital-first lending solutions have redefined the narrative of financial empowerment, making it a beacon of success and innovation.

A Fusion of Physical and Digital Brilliance

In the current year 2023, SahiBandhu’s groundbreaking phygital model, blending physical outreach with digital gold tech, propelled the company to exponential heights. Disbursing gold loans surpassing Rs 11,300+ Cr, the company reached 620+ districts, covered 11,000+ PIN codes, and collaborated with 9,500+ branches of leading banks.

Market Leadership Achieved: A Year of Strategic Triumphs

From aspiring to be a market leader at the beginning of the year, SahiBandhu now proudly stands as India’s largest gold loan aggregator platform. Teaming up with Karnataka Bank, the launch of KBL-Swarna Bandhu doorstep gold loan marked a significant stride.

Serving as a Corporate Business Correspondent, SahiBandhu’s digital-first lending solutions have redefined the gold loan landscape. The company provides customers with a unique product for gold loans with end-to-end digitalisation by leveraging technology and a doorstep service framework. With our collaboration with KBL, we are poised to unlock new opportunities while offering digital-first lending solutions through our gold loan aggregator platform.

Milestones Galore: Empowering Lives, One Loan at a Time

With over Rs 11,300+ Cr worth of loans disbursed, SahiBandhu left an indelible mark on the financial landscape. Having delighted more than 3,07,000 customers and spanning 9,500+ bank branches, the company has become synonymous with trust and efficiency. The journey so far has set the stage for even greater achievements, and the company strives to disburse more loans in the near future.

Shaping the Future: Unleashing Potential in 2024

The gold loan market in India is a combination of highly unorganized and organised segment i.e. Banks, NBFCs, Aggregators, etc. However, the mix is changing as there are greater prospects for organized segments to expand. SahiBandhu stands poised for further growththe company’s expansion outside metropolitan areas since its inception in 2019 has democratized access to formal institutional lending.

The unique Phygital model of SahiBandhuwith its customer-centric approach, SahiBandhu’s vision extends to tier-1, tier-2, tier-3 and beyond cities in 2024, providing gold-backed financial lending products to empower individuals on their journey to true financial freedom through financial inclusion. These untapped opportunities of the unorganised gold loan market awaitaggregators like ours that have customer interest at its forefront.SahiBandhu not only adapts to change but also pioneers innovation in the country’s financial ecosystem.

SahiBandhu’s trailblazing journey in 2023 makes it evident that the intersection of physical outreach and digital prowess can pave the way for unprecedented success. The company’s ascendancy to being India’s largest gold loan aggregator platform, with a focus on customer trust and efficiency, is a testament to its unwavering commitment to empowering lives.

The author of this article is SahiBandhu marketing head Mehak Srivastava.

January 8, 2024
2023 recap & exciting 2024 prospects: Indian Sports riding the wave: Yash Bhagwatkar

Mumbai: In the dynamic world of Indian sports, 2023 has been nothing short of a rollercoaster ride. Bringing up niche sports into the limelight and setting the stage for an even more eventful 2024. As we reflect on the highlights of the past year and gaze into the future, it’s evident that the landscape of sports marketing, advertising, and broadcasting is set to undergo a groundbreaking shift.

2023 Highlights: Niche sports take center stage

Prime Volleyball League (PVL)
The Prime Volleyball League emerged as a thunderbolt of excitement, captivating audiences with its action-packed matches and top-notch athleticism. The second season of the league not only showcased the horeism of Indian volleyball but also provided a platform for young talent to shine on the national stage with overall viewership growing by about 50 per cent compared to its premiere season.

Ultimate Kho Kho League

Kho Kho, a traditional Indian sport, experienced a modern-day makeover with the Ultimate Kho Kho League. The league’s success lies in its ability to blend tradition with indie entertainment, drawing in a diverse fan base and giving the ancient game a vibrant, new identity. In late 2023, Kho Kho Sports League Private Limited, the company behind UKK, successfully concluded a Series A funding round, making it the first sports league in India to have secured private equity funding.

Pro Kabaddi League (PKL) Season 10

PKL continued its excitement, reaching new heights in its tenth season and garnered a whopping 158 million viewers in the first 24 matches of the competition, representing a 20 per cent increase over the previous season. The league’s strategic combination of star power, intense competition, and innovative marketing strategies solidified its position as one of India’s premier sporting events, transcending regional boundaries.

Pickleball Leagues in urban areas

Pickleball, a sport that gained traction in local parks, found its way into urban leagues, captivating fitness enthusiasts and casual players alike. The sport’s inclusivity and simplicity struck a chord, turning it into a community-driven phenomenon.

Cricket Continues its reign with the World Cup

While niche sports surged, cricket continued to be the heartbeat of Indian sports. The ICC Men’s Cricket World Cup 2023 had the nation glued to their screens with record viewership, followed closely in magnitude by the other star-studded cricketing events of the year, reinforcing the sport’s irreplaceable position in the hearts of millions.

2024 Forecasts: A glimpse into the future

Sports marketing & advertising:
Key sports events in 2024:
With major events like the Tokyo Olympics and FIFA World Cup, 2024 promises a feast for sports enthusiasts. Indian marketers have a unique opportunity to capitalize on the global stage, aligning their brands with the passion and enthusiasm these events generate.

Sports streaming’s role in branding & advertising:

As the digital landscape evolves, sports streaming is becoming the preferred medium for fans. This shift opens new avenues for branding and advertising, allowing for personalized, targeted campaigns. Brands can now engage with audiences in real time, creating a more immersive and interactive experience. With the rise in demand for sports tech platforms like SportVot, which is enabling live broadcasting at the domestic level, The spotlight is shifting to regional sports, creating untapped markets for advertisers. Leagues that resonate with local cultures and traditions are becoming fertile ground for brands looking to establish a deep connection with diverse audiences. From predictive analytics to automated highlight reels, Sports Tech is revolutionizing the way we consume sports content, providing a more personalized and engaging experience.

Brands investment & impact at the grassroots level:

Beyond big leagues, brands are recognizing the impact they can have at the grassroots level. Initiatives supporting local sports clubs, youth development programs, and community engagement are on the rise, marking a shift towards more socially responsible and community-oriented advertising.

Monetisation options for the sports ecosystem:

The monetisation of sports extends beyond traditional avenues. From virtual merchandise to exclusive content subscriptions, sports leagues are exploring innovative ways to generate revenue. This diversification ensures a sustainable financial model for the sports ecosystem.

Demand for player analytics:

Fans crave in-depth insights into player performance. The demand for player analytics is driving broadcasters to integrate advanced statistical analysis into their coverage, giving viewers a deeper understanding of the game and its protagonists.

Remote production breaking geographic barriers:

The fusion of sports and technology has shattered geographic constraints. Remote production allows for seamless collaboration between teams located across the globe, ensuring that the best minds in broadcasting can contribute to the live experience.

Consumer trends:

Short-Form Content Dominance:
In an era of rapid consumption, short-form content is king. Snackable highlights, quick analyses, and bite-sized clips dominate the digital space, catering to an audience with limited time but insatiable appetites for sports content.
Sports Talk Shows on the Rise:
Sports talk shows have become the go-to platform for fans seeking in-depth discussions and analyses. From tactical breakdowns to spirited debates, these shows provide a space for fans to connect and engage with the sporting community.

Niche Sports Gain Quick Attention:
As attention spans shrink, niche sports are finding favor with audiences seeking quick, fast-paced action. The inherent excitement of these sports aligns perfectly with the demand for content that delivers instant gratification.
In conclusion, the landscape of Indian sports is evolving at an unprecedented pace. Domestic sports rising to prominence, innovative marketing strategies, technological advancements in broadcasting, and evolving consumer trends paint a picture of a dynamic and vibrant future. As we step into 2024, the journey promises to be as exhilarating for fans as it is for the visionaries shaping the future of Indian sports. Get ready to witness the next chapter in the ever-evolving saga of athleticism, competition, and passion in 2024!

January 8, 2024
Moe’s Art: Expanding horizons, delivering value in 2024: Vishaal Shah

Mumbai: The communication industry entered a pivotal phase in 2023 with fresh challenges and invaluable lessons for the entire sector. New market dynamics like shifting consumer preferences, increased adoption of content creation tools, evolving demands of brands and other factors compelled the industry to lose their earlier tried and tested methods and think out of the box. At Moe’s Art, we took these challenges head-on by expanding our current portfolio of services. We noticed a gap where most of the communication channels were working in silos and creating impact with their limited scope. By integrating our services of PR, content, digital, social media, and other verticals Moe’s Art is now capable of providing more comprehensive communication solutions. Our newly launched company, “Not Your Idea,” functions along the same lines, focusing on performance led content and tech solutions for both Indian and international clients.

To embrace a holistic communication approach and deliver maximum value, we are actively adopting digital tools and solutions to create performance-driven content. Integrating data analytics and real time metrics into our processes has allowed us to optimise and change our strategies according to the situation and audience. By leveraging data into our offerings, we aim to become a one-stop solution for all communication and marketing needs for our partners.

Though the year was filled with growth opportunities, it was not devoid of challenges either. The sudden emergence of generative AI tools and their usage on an industry-wide scale was one such thing that posed both challenges and opportunities. While the technology streamlines the process and acts as a creative aid to professionals, its on-ground use requires careful oversight to maintain relevance and coherence. At Moe’s Art, we were able to explore new ideas and strategies for various clients by leveraging these technologies.

Another critical area of focus for us as an organisation was enabling the workforce to absorb the pandemic hangover and come back to normalcy. With 2023 emphasising mental health and work-life balance, we prioritised employee well-being as well by introducing a series of employee well-being programs addressing issues such as burnout, workplace stress etc.

As an organization, we’re expanding in size and scope, bolstered by a growing pool of talent and new offerings aimed at delivering more value to our clients. In the upcoming year, our top priority is achieving contextual virality through performance metrics aligned with business objectives. To accomplish this, Moe’s Art will focus on enhancing our communication branding service, online reputation management, and other digital verticals. We will integrate these offerings with cutting-edge tools and technologies to craft compelling communication strategies.

January 6, 2024
Top marketing trends that’ll create a dent in 2024: AI, increased focus on data privacy, and CTV advertising

Mumbai: 2023 was an eventful year for digital advertising, where AI emerged as a driving force. Marketers also witnessed the rise in the popularity of Connected TV (CTV), improvements in the programmatic advertising ecosystem and a shifting focus from third-party to first-party data, amongst others. With 2024 on the horizon, the digital marketing industry is gearing up for the year ahead. Marketers and brands are planning their digital strategies for the upcoming year, keeping in mind trends that will shape the industry. Let’s look at the most notable trends that will shape the landscape of the ad tech industry in 2024:

● Artificial Intelligence (AI) will revolutionise the digital advertising industry by helping marketers to deliver better results: AI is revolutionising the digital advertising industry from personalising ads to targeting audiences, measuring effectiveness to preventing ad fraud and creating engaging content. AI enables advertisers to improve their campaigns and deliver better results; one of the most significant impacts of AI on digital advertising is the ability to personalise ads to individual users and tailor their ads to be more relevant and engaging, leading to higher click-through and conversion rates. This helps to reduce wasted ad spend and improve the performance of campaigns. AI is also transforming how advertisers measure the effectiveness of their campaigns by analysing user interactions with ads, such as clicks, views, and conversions, advertisers can get a more accurate picture of how their campaigns are performing. This information can then be used to optimise campaigns for better results. As AI becomes more affordable and accessible, more and more digital marketers are expected to adopt it in the coming years.

● The increasing importance of data privacy to build trust and ensure compliance: With privacy concerns on the rise, 83% of consumers want more control over their personal information, according to PwC. Marketers will prioritise privacy-centric practices, including transparent data collection, explicit consent, and secure data handling, to build trust and ensure compliance with privacy regulations. As users become more aware of their rights and we head towards the deprecation of the cookie, advertisers must find ways to target and measure ads without relying on outdated methods of collecting data that consumers feel invade their privacy. Contextual targeting is a type of advertising that delivers ads based on the context of the content that a user is viewing, and it helps marketers target ads effectively through a combination of sources like content placement, sentiment, consumer mindsets and more using elements of AI and machine-learning like natural-language processing. This is becoming increasingly popular as it offers a more privacy-friendly way to target ads.

● CTV advertising becoming mainstream: The shift towards streaming and CTV marketing will continue gaining momentum in 2024. This is a growing market, as more and more people are cutting the cord and watching TV online. To understand how big CTV is in India, we need not look further than the viewing numbers and advertising prices for the recently concluded ICC Men’s Cricket World Cup.

CTV advertising offers several advantages over traditional TV advertising, such as targeting ads more precisely and measuring their effectiveness more accurately. As consumers increasingly embrace streaming platforms and CTV devices, advertisers will allocate more resources to reach audiences in these digital environments. This will result in increased investments in CTV advertising, with brands leveraging programmatic targeting, data-driven insights, and dynamic ad insertion to deliver personalised and impactful ads to viewers.

The ad tech industry continues to evolve rapidly. As marketers continue to pursue their goal of delivering impact digital campaigns, they will seek innovative, effective and privacy-compliant approaches. By harnessing these trends, they can stay ahead of the curve to drive superior results. Developing solutions centred around the consumer will help enable advertisers to maximise their return on ad spends and enable publishers to better monetise their properties.

Here are some additional comments:

How has the year 2023 been for your clients and the company/agency they work for? What are some of the trends that developed in the year?

With the launch of the Digital Personal Data Protection Bill, the spotlight on data privacy has become more intense, resulting in marketers becoming more aware of data privacy regulations and consumer privacy, thus taking steps to adapt to a cookie-less world.

The popularity of short-form video content platforms and emerging mediums such as audio (podcasts), gaming, and Connected TV (CTV) has encouraged marketers to experiment with emerging media channels and invest in A/B testing. These mediums continue to attract marketers as they help target ads more precisely and measure their effectiveness more accurately.

We continue to see increased adaptability and educational awareness towards ad verification solutions for our Indian brands and advertisers.

Some of the trends that developed in the year are mentioned below:

● CTV advertising grew in popularity.

● Retail media networks (like Flipkart, Amazon) continue to evolve and expand their capabilities. They will undoubtedly become an indispensable tool for advertisers seeking to maximise their impact in the digital realm.

● Increasing focus on data privacy as marketers began pivoting to first-party data.

● Dominance of social commerce as brands focused on creating a seamless shopping experience for their customers to make buying things, online, more accessible than ever.

Media budgets in India continue to grow year-on-year (YOY). This has resulted in an overall increase in advertising expenditure, making India one of the fastest-growing advertising markets in the world. A maximum number of agencies and clients continue to grow in terms of advertising expenditure and experimentation strategies.

What is your forecast for the adtech industry in 2024? Which trends will shape the adtech industry?

India will continue to be the fastest-growing market and leads the ad spend growth globally, as per MAGNA’s Global Ad Forecast. Marquee events such as the ICC Men’s T20 World Cup and the upcoming general elections in India are expected to contribute 10-12 percent incremental growth to advertising expenditure.

Consumers continue to increase their spending, especially the younger generation, which is investing in experiential-led categories like travel, auto, and entertainment. The 5G network expansion will boost digital business services, resulting in additional revenue for the advertising industry.

January 6, 2024
Navigating tomorrow: A glimpse into the future of brand marketing in 2024 and beyond: Harmeet Singh

Mumbai: In the rapidly changing landscape of today, consumers are increasingly aware and conscious, driving brands to innovate continuously. Contemporary marketers need to stay on their feet and adopt innovative branding and communication strategies to engage with their audience. The coming years will likely witness brands across categories racing to retain consumer mind space and wallets amidst growing uncertainty.

However, by putting purpose over profits and empathy over hard sales, brands can secure themselves against an unpredictable future. The pressing question, therefore, is, in this digital era of personalized persuasion, how can brands differentiate themselves and successfully court consumers? Here is an analysis specific to the trends.

India beckons for conscientious brands

The Indian market holds particular potential despite recent economic slowdowns. With a vast Gen Z and millennial consumer base prioritizing digital over traditional media, brands need localized, creative social campaigns that align with the values of audiences. Hence targeting these cities will be a key focus for marketers.

The rising purchasing power in Tier 2 cities also promises to disrupt many sectors. However, consumers today demand authenticity and seek quality over just aspirational branding. This is where ethical brands committed to their founding beliefs around sustainability and social empowerment are striking a chord in India’s heartlands. A worthy example is of beauty brands that prioritize ethical practices like cruelty-free & vegan products and sourcing ingredients from local communities – like that of a model exemplified by The Body Shop.

Marketing for an omnichannel world

To sustain growth, brands must engage users across online and offline channels seamlessly. While digital drives discovery and desire via performance marketing, customer experiences in physical stores build loyalty beyond transactions. Blending e-commerce convenience with the brick-and-mortar community, therefore, pays off.

Digital-first – smartly optimising ad spend

As Indian consumers migrate online, digital channels provide the biggest avenue for marketing. This is especially important as reliance on only traditional media may lead to missed opportunities. Performance marketing, video ads and influencer-led social content engage with potential customers on platforms where they are most present.

Therefore, brands with a desire to remain relevant, maximize digital marketing during peak shopping seasons around festivals and topical events. Video storytelling sparks interest and creates lasting impressions especially when they communicate to viewers the brand’s commitment to the community at large. So, while TVC investments continue, the digital modality is a must.

Making stores meaningful destinations

However, as mentioned, online discovery must go hand in hand with differentiated in-store brand experiences. Stores act as living embodiments of brand purpose besides retail touchpoints. Educational workshops help engage niche consumer groups and unique brand collaborations drive footfall.

Environmental and social responsibility

Indian consumers, especially youth, care deeply about issues like sustainability, ethics, and social welfare. And they vote with their wallets, seeking out purpose-driven brands walking the talk. Integrating practices, like clean production, worker welfare, and helping marginalized suppliers, into their core business operations makes brands more prepared for the long haul. This also attracts India’s young and aware consumer base who will dominate spending over the next decade.

It is also important to bear in mind that the youth quickly see through token ESG gestures and demand substantiated proof of social conscience before purchasing. Brands rushing to project a helpful halo without ethical practices embedded into their DNA will get called out for manipulation or greenwashing. But those with authentic sustainability wired into their culture are supercharging growth by targeting conscientious customers.

So from production ethics to welfare safeguards, embedding core values into the nuts and bolts of company practices spells loyalty. Far-sighted brands have realized listening to people’s priorities makes citizens into advocates and assurances into profits.

The pull of purpose

The brand building was historically an exercise in manufacturing desire by making people unhappy with what they already have. But millennial and Gen Z cycles have turned permanently. Adopting a “pull strategy” focused on purpose over profits therefore works better than “push” tactics like spammy ads based on manufactured FOMO. Pull strategy is about building community by embedding brand values into consumers’ lifestyles and belief systems.

Bottomline

Human-centric marketing advocating an approach that puts people over products promises greater resilience for unpredictable futures. Brands embracing empathy, vulnerability and social conscience from their inception will thrive amidst younger generations mainly because quality and authenticity never go out of style.

Furthermore, aligning economic priorities with ethical goals allows brands to nurture two-way conversations with buyers instead of talking at them. With this, marketing evolves from an expense line into a revenue driver by successfully embedding brands within consumers’ aspirational identities.

January 5, 2024
Heads or tales, truth or dare: 2023 to 2024, the games we play: Suvir Paul

Mumbai: Insight-driven storytelling, driving the collapse of disciplines:

More focus was given to using insights that pique audience interest to drive visual storytelling, bettering reach and engagement. Companies are no longer looking to just advertising or digital firms to drive creativity, equal opportunities are being provided for all kinds of communication and engagement firms to demonstrate creativity in building narratives, campaign ideas and come up with innovative engagement strategies.

Omni channel campaigns the way forward:

The advent of platforms and technology is paving the way for communication professionals to expand their own understanding of how a simple idea can translate to audiences across channels. Creating a consistent brand experience is going to be a key differentiator in an over-informed marketplace. The trick is to understand the way audiences are consuming information and come up with strategies across online and offline mediums, giving them a seamless brand experience.

Technology at the forefront, with generative Artificial Intelligence (AI) taking center-stage:

It was heartening to see greater adoption across the industry with more people using AI to help deliver faster, smarter and sharper. Great discussions and debates on the use of AI in workplaces, where copyright, ethical use and authenticity of content came under question. It will be interesting to see how Retrieval-augmented Generation (RAG) techniques for enhancing the accuracy and reliability of generative AI models with facts fetched from external sources, will play a key role in time to come.

A highly engaged workforce, respected and recognized for the value they create:

Nothing of significance was ever achieved alone. For all the good work we hope to do it’s important to understand the aspirations of a highly engaged workforce. Invest in team building, mentoring, outlining the vision and how we will get there. The clarity of the vision and an equal understanding of what we are chasing, with clear indicators of success, is the key to managing this multi-disciplinary talent. Diversity matters – build a workforce where everyone is heard and equal opportunities are provided.

Best days ahead, enthuse positivity and manifest your reality:

While there will be enough and more happening around which will diffuse, dishearten, drive fear and uncertainty – resort to a philosophy of actually making a difference. Good leadership will be key to making a positive difference, setting examples for people to role model. Leadership is a multifaceted role and happens at all levels within organizations, not just among those who work in defined “leadership positions”. A workplace culture of ‘doing good and doing it right’ will be a great differentiator.

Delivering increased value and being agile in a dynamic marketplace, 2024:

Agencies that command a premium, will be invested in data-driven insights, understanding of technology to drive business transformation, an ability to develop clear persuasive messaging and ideate innovative communication strategies, delivered by great talent. It’s all about marrying the science and art of engagement.

The views expressed are solely of the author and written without any AI intervention.

January 5, 2024
Sony YAY! in 2023: Trends, triumphs, and the future of kids’ entertainment: Sujoy Roy Bardhan

Mumbai: Gone are the days of kids simply consuming what runs on the TV or eating the cereal their parents picked. Rather, in today’s consumer landscape, kids wield significant influence over what they watch, eat, or even wear. This influence is amply witnessed in the supermarket aisles and their command over the remote control, as they actively choose products. When kids actively make choices about what they watch and engage with, the rise in screen time becomes a significant factor. Kids now record more screen time, with largely entertainment driving their consumption (nearly 40 minutes). As per Sony YAY!’s SearchLight survey it was discovered that, through OTT platforms, 81 per cent of kids immerse themselves in cartoons and anime. Against this backdrop, it has become critical for kids’ entertainment brands to respond to these shifting preferences, navigate the intricate world of kids’ entertainment and develop a 360-degree ecosystem. It calls for redefining the narrative of engagement to prove that, in the dynamic realm of content creation, it’s more than just child’s play—it’s a meticulously crafted strategy to captivate the hearts and minds of the audiences on screen and beyond.

Extending brands beyond screens

The prevalence of screens and digital devices has amplified brand messages for kids, making them primary consumers and influencers. Thus, it is imperative that marketers engage with kids beyond screens and extend the brand universe to tangible aspects. This helps them unequivocally retain the loyalty of kids for their favourite toons. Licensing and Merchandising in this form offers a powerful avenue for brands to connect with this influential demographic. This was well-observed through the popularity of Naruto in India. After successfully introducing one of the world’s most popular Anime title to India for the first time, Sony YAY! unlocked a huge following for the show that led to consecutive releases of four seasons of the show. The massive fandom also hinted at wanting to engage with the characters beyond screens. Sony YAY!’s collaboration with over 15 brands that cater to young adults saw a huge traction that further demonstrated the strength of the character beyond the television screens.

Elevating brand experiences

While data has proven that kids enjoy screen time, at the same time, they also seek out rich tactile experiences that take the experience beyond the screen. A whole carnival dedicated to their favourite toons feels like a dreamland. Sony YAY!’s Giant Wheel Festival proved to kids that this dreamland exists. With the first edition predating the pandemic and two subsequent festivals held post-pandemic in Mumbai and Delhi in the same year, the platform demonstrated the power of on-ground activations in reaching out to target audiences. The third edition in Delhi held at the DLF Avenue Mall Saket from the 15 to 17 December attracted a heartening footfall of over 8.7K people. With a captivating array of attractions and entertainment, the Giant Wheel Festival was disruptive, innovative, and unconventional experience at its best.

Being in the presence of kids

In today’s digital age, engaging audiences through multiple touchpoints is critical for building a strong and lasting connection. Brands that successfully navigate and leverage these touchpoints have the opportunity to create a more immersive and interactive experiences for their target audience. Mobile phone games, in this respect, have emerged as a winning opportunity. The SearchLight survey underscores the fact that nearly half of the kids surveyed express a preference for mobile gaming, with free games standing at the core of their entertainment choices. Sony YAY!’s launch of 20 plus mobile phone games ensured the brand was present in the heart of a medium kids were increasingly enjoying and exploring. The launch of an AR game leveraging the popular show Oggy and the Cockroaches especially resonated with thousands of kids. The success saw the channel reach audiences across an emerging touchpoint, transcending the conventional boundaries of a kids’ channel.

As the industry looks ahead to 2024, we can anticipate that the trends observed in 2023 will continue to shape the landscape of kids’ entertainment. The strategic integration of diverse content, including anime, is likely to persist, with an increasing focus on catering to broader age groups. Challenges may arise in navigating the ever-changing technological landscape, requiring brands to stay ahead of the curve in adopting new platforms and interactive experiences. Additionally, the role of parents in influencing kids’ viewing decisions will remain pivotal, necessitating continued efforts to engage both kids and their caregivers. Factors contributing to increased viewership could include innovative storytelling techniques, enhanced interactive experiences, and strategic collaborations that resonate with the evolving preferences of the audience. In the dynamic realm of kids’ entertainment, adaptability, creativity, and a keen understanding of audience dynamics will continue to be key drivers of success in the coming year.

January 4, 2024
Insurance sector evolution: Key policy impact on marketing in 2023: Abhishek Gupta

Mumbai: As we embark on the journey into 2024, let’s cast a glance back at the pivotal events that shaped India’s marketing landscape in 2023. We have witnessed the successful tenure of the G20 summit in India, the launch of the Chandrayaan-3 missions and have enjoyed the contagious sports fever that brought India to a radiant global stature. Meanwhile, the infusion of the ‘Bharat’ notion into marketing strategies also reflected a deliberate effort to connect authentically with the cultural fabric of the nation. As brands embraced AI-driven personalised communications, 2023 also marked a transformative era through purpose-driven communication and a new mandate for data-driven marketing. However, that’s not all!

In the insurance sector, the impact of key policy changes brought about an evolution in the marketing strategies. The Budget 2023 introduced a tax on proceeds of non-ULIP policies with annual premiums exceeding rupees five lakhs, providing an incentive for increased sales while also propelling the industry towards retailisation. Alongside, the IRDAI State Insurance plan played a pivotal role in strategically targeting new and niche markets. It fostered hyper-personalisation and catalysed the development of a robust digital ecosystem within the insurance sector. Distributors took centre stage, with a tailored strategy that enhanced opportunities and visibility, particularly within their specialised operating sones. This localised approach proved effective in reaching diverse markets and meeting the specific needs of consumers.

As we step into 2024, we must align ourselves with trends that promise to shape the dynamic marketing landscape, attuned to the evolving needs and expectations of the ever-discerning consumer.

Shift to brand building

Marketers are strategically pivoting from the focus on performance marketing to a more nuanced approach centred around brand building. Recognising the importance of fostering a strong brand identity, particularly among the Gen Z demographic, brands are investing time into creating a compelling narrative that goes beyond immediate sales. This shift does not negate the need for measurable ROI but places it within the broader context of cultivating a brand that resonates with consumers on a deeper level.

– Sustainability and ethical marketing:

Brands will continue to embrace a meticulous approach, integrating sustainability and ethical considerations into their marketing strategies. This reflects a commitment to environmental causes and social responsibilities, aligning with the values of an increasingly aware consumer base.

AI will find a way

The integration of AI allows for more strategic and efficient creative work, leading to increased investment in this technology.

– AI led conversational marketing: Conversational marketing is poised to transcend its traditional boundaries through predictive analytics that will play a crucial role in anticipating customer preferences and behaviours in real time. It will analyse vast amounts of data, including past interactions, purchasing history, and online behaviours, to deliver hyper-personalised content that resonates with individual customers. Voice-activated interfaces (local language) and natural language processing will become standard features.

– AL, big data & real-time analytics: We will witness a transformative shift as hyper-personalisation takes center stage, with seamless integration of Big Data and real-time analytics empowering brands to gain unprecedented insights into consumer behaviours, preferences, and trends. Sophisticated algorithms will sift through massive datasets, allowing for the creation of highly tailored and personalised marketing campaigns. This granular understanding will extend to every interaction, from emails to social media advertisements, enhancing customer satisfaction and fostering brand loyalty.

Content & platform landscape:

– Vocal for local: Brands will prioritise language-specific content to reach a broader audience addressing not only the need for diversity but also fostering trust, inclusivity, and relatability among customers. This also aligns with the regulators goal of ‘Insurance for All by 2047’ as it places emphasis on rural marketing initiatives in tier 2 & 3 cities, promoting insurance accessibility across diverse demographics.

– Media fragmentation: The media landscape will experience further fragmentation driven by the introduction of advertisements on OTT premium platforms. Marketers will navigate this dynamic landscape by exploring innovative avenues to connect and engage with their audiences. This shift will encourage a re-evaluation of marketing mixes to adapt to evolving digital consumption patterns and preferences. Digital has now emerged as the medium of choice with accelerated OTT adoption, gaming, e-commerce, etc., and investment in digital ad spends has also raised. So, while TV will continue to dominate spends, we will see continued growth in digital spends too.

– The content influencer generation: The current trend of so called influencers will fade out and only those who are authentic would survive. Brands are recognising the value of collaborating with influencers deeply invested to their audience, fostering genuine connections and have created their niche market. This strategic shift aligns with brands’ efforts to engage specific demographics in a more personalised and authentic way.

– Audio & video marketing and short-form content dominance:

1. Video marketing, particularly through short-form platforms like Instagram Reels and YouTube Shorts, will continue dominate. The transient nature of short-form content, combined with its engaging visual appeal aligns perfectly with the shorter attention spans of modern audiences. Brands will continue leveraging short-form videos not only for advertisements but also for storytelling, product launches, and customer testimonials. However, long-form videos will prove to be ever green as they are most apt to drive certain complex and in-dept ideas.

2. Anticipate a surge in momentum for audio platforms, such as podcasts, with evolving features akin to OTT platforms. These changes may include user-generated recommendations and enhanced discoverability. While some argue about the current challenges in podcast discoverability due to limited technological developments for audio search engine optimisation, this landscape is evolving. Over time, expect newsworthy podcast content to surface more regularly on widely used platforms. The convergence of video and audio marketing is reshaping how brands connect with audiences, offering a dynamic and multifaceted approach to storytelling and promotion.

January 4, 2024
ZEE5’s 2024 roadmap: ILT20 S2, quality content, and AVOD expansion: Abhirup Datta

Mumbai: The OTT sector at large has grown in India with a remarkable appetite originating from the smaller markets. On the AVOD front, the demand has grown significantly as better quality and variety is made available free of cost. This growth is propelled by multiple factors like localization of content, affordable smartphones, cheap internet facilities, cross-device compatibility to cite a few. General entertainment content (GECs) and live streaming of sporting tournaments have also significantly contributed to the increased adoption of AVOD. Furthermore, this expansion has resulted in onboarding of digital marketers from diverse geographical locations.

In 2023, we expanded our content offerings on the platform across languages, genres, and formats. We ventured into cricket and esports with the streaming of ILT20 S1 and IESF Big Bang Asia alongside releasing exclusive films based on social atrocities like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, Anshuman Jha’s ‘Lakadbaggha’, and Priyamani’s ‘Sarvam Shakti Mayam’, amongst others. Titles like ‘Ardh’ and ‘Lakkadbaggha’ are based on social vices with compelling narratives. Investing in these unique stories not only fostered social awareness but also attracted diverse audience cohorts.

We also released premium international titles dubbed in local languages through our properties like ZEE5 World Hits and ZEE5 Spark. Popular Korean series owing to its popularity amongst the young audience was dubbed in Hindi and released on the platform. During the festive season, multiple campaigns and content offerings were launched which were received positively by the audience, and also made additions to our AVOD slate with live devotional content, family entertainers, and old classics. This led to a massive ~15 BN total streaming minutes on AVOD in the last 6 months.

Going forward, our focus will remain in strengthening our presence in the smaller markets with good quality localized content and better in-app experience.

On the anticipated forecasts or predictions for the year 2024

The AVOD sector is set to expand a lot more, not only in India but on a global scale as well. The key drivers for growth will continue to be quality storytelling, premium titles, a surge in demand for regional content, and the enduring popularity of sports. The rising demand for enhanced viewing experiences, coupled with the growth of connected devices and smart TVs, is anticipated to give rise to AVOD consumption in smaller markets. Achieving a seamless in-app experience coupled with creative avenues like gamification and play-ons are set to captivate audiences more effectively. This will further diversify advertising opportunities on OTT. With precise targeting, data-driven insights, and the ability to customize messages for viewers, OTT advertising will continue to be a great tool for brand building, generate awareness, engagement, and conversions.

For ZEE5, the upcoming year looks promising as we begin 2024 by streaming ILT20 S2 and move on to other prominent projects for the rest of the year. The strategy will remain insights-driven, navigating the dynamic entertainment sector through constant trend mapping and identifying consumer demands. Offering comfort and convenience in content consumption, looking ahead, our priority remains on creating engaging properties, investing in exclusive content, and exploring new formats to provide unique and compelling experiences for our viewers.

January 4, 2024
Basketball beyond borders: NBA’s 2024 blueprint for India: Rajah Chaudhry

Mumbai: The 2022-23 NBA season was the league’s most-watched ever in India. A record 111M plus fans consumed some form of NBA, WNBA or G League content on our broadcast partners Viacom18 and Prasar Bharati. Our localized social media channels also continued to grow, generating +100 per cent impressions and +210 per cent engagement last season as compared to 2021-22.

We concluded the 10th edition of the Reliance Foundation Jr. NBA program a few months ago, which saw participation from close to 7000 kids and 600+ schools. Overall, our grassroots programs have now reached over 11 million kids in India and our youth development programs have produced 20 U.S. high school and college scholarships for male and female players/prospects from India, including 3 Division 1 school scholarships.

We produced a variety of original, localized content to engage fans including This is Basketball starring NBA Brand Ambassador for India Ranveer Singh, which showcases the diversity of the basketball community in India. On the gaming front, through our association with Loco to stream NBA 2K League games in India, we’ve witnessed an encouraging year-over-year increase in viewership. The total views for the last season reached 3.8M plus, registering a 3.7x growth in unique live viewers compared to the previous year. Additionally, with India being one of the fastest growing markets in the world for fantasy gaming, bolstering our presence in this space has been a key focus for us over the last few years. Our extended association with Dream11 for them to continue as an official fantasy gaming partner of the NBA and WNBA in the country is a step in this direction.

We’re also witnessing a growing demand for NBA-branded products in India. To expand our reach, presence, and distribution across the country this year, we recently announced a multiyear collaboration with Bhaane, for them to launch and operate NBAStore.in. The online store offers the most comprehensive selection of official NBA merchandise ever available in the country. We also expanded our existing merchandising partnership with Suditi that will see them create and distribute more officially licensed NBA fanwear in India, available through ShopTheArena.com and at select offline and online retail channels across the country.

Overall, we know there’s a lot more to do, but we’re proud of the progress we’ve made so far and excited about the future of basketball and the NBA in India.

What can be expected from the League in the upcoming year

The 2023-24 NBA season promises to be an exciting one for everyone. We recently concluded our inaugural In-Season Tournament, a new annual competition that’s been introduced to provide all 30 teams with another opportunity to win, engage fans in a new way and drive additional interest in the early portion of the regular-season schedule. And the response we’ve received has been truly encouraging.

From an Indian standpoint, all our endeavors, be it grassroots initiatives, expanding the availability of NBA games and programming, bolstering our presence in the lifestyle space or delivering authentic experiences, are centered on fostering basketball’s growth in the country, and adapting to what our fans need and want. We will continue to prioritize this in 2024.

We strongly believe it is important to get kids playing and learning from sport at a young age, and we are seeing more and more youth interested in playing basketball. Hence, our youth basketball development programs have been and will continue to be critical to our long-term growth in India. We will continue to bolster the structured pathway we’ve built for young boys and girls in India over the last decade to learn the game and maximize their potential. Additionally, as with all our international basketball development programming, we are constantly evaluating how we can best support aspiring players and their needs in the regions where they play. Therefore, we will be expanding our elite basketball development efforts in India from a single residential academy to a scalable model that focuses on providing NBA-trained coaching and development opportunities that will reach a wider group of players across the country. We will share more information as those plans are finalized.

We are also transforming the way fans experience the NBA, offering them multiple touchpoints to connect with the brand. Therefore, going beyond live games, we will continue producing a variety of original, localized content, expanding our presence in the esports and fantasy gaming space, and bolstering our merchandising efforts, to offer a multifaceted and immersive NBA experience.

Lastly, we’re also looking to continue building a community of fans who connect and share their passion for the sport both on and off the court, and grow NBA Style, our lifestyle-focused Instagram platform which showcases the many ways that the league and its players influence and are influenced by music, fashion, art and entertainment.

It’s been a great start to the season, and we have an exciting calendar of initiatives that we’ll announce in the coming months. Our aim is to continue growing basketball in the country and pushing the boundaries of fans engagement through 2024 and beyond.

January 3, 2024