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Tag: advertising

  • The Good Glamm Group ropes in Malvika Mehra as chief creative officer

    The Good Glamm Group ropes in Malvika Mehra as chief creative officer

    Mumbai: The Good Glamm Group has recently announced the appointment of advertising stalwart Malvika Mehra as chief creative officer. Malvika will lead the strategic thinking and creative mandate on brands across offline and online channels including mainline, performance, social, community, marketplace, store, digital, retail and design. The Good Glamm is the content-to-commerce group in South Asia and the digital BPC (Beauty & Personal Care) conglomerate leveraging content and creators for commerce in India.

    Mehra has 30 years of expertise in the advertising industry. She worked with Grey for five years and Ogilvy for more than 15 years before joining Dentsu India. She also founded Tomorrow Creative Lab and served as its creative director for two years. In the course of her career, Mehra has worked on brands like Vodafone, Honda, and Gillette, to mention a few. 

    Later, she started her own entrepreneurial journey with Tomorrow Creative Lab, her clientele included the likes of HUL, Oyo Rooms, and NDTV among others.

    Additionally, she has participated as a jury member for cinema, print, and design categories at prestigious international advertising and design festivals like Cannes, Clio, and Spikes Asia.

    Mehra shared via her LinkedIn profile, “The Good Glamm is the largest content-to-commerce group in South Asia and the fastest growing digital BPC (beauty and personal care) conglomerate leveraging content and creator for commerce in India. I am excited about using new tools to deliver both – brand desire and great value for our brands here.”

  • Ogilvy Bengaluru elevates Tithi Ghosh as president & head of office

    Ogilvy Bengaluru elevates Tithi Ghosh as president & head of office

    Mumbai: Ogilvy India has promoted Tithi Ghosh as president and head of office for Ogilvy Bengaluru as Ram Moorthi has moved on from the agency after a twenty five year long association.

    The change in leadership came into effect from 1 July 2022.

    Ram’s contribution to Ogilvy India, since 1997, has been immense across the Ogilvy India network. In the last two and half decades, Ram has been in leadership roles that included heading the Chennai office, leading the IBM hub, heading Ogilvy’s PR function, leading the Mumbai office to becoming the Bengaluru office head.

    Tithi brings with her over 22 years of experience in brand communication.  She has an honours degree in Economics from St. Xavier’s College Kolkata and completed her Master’s at MICA. She joined Ogilvy in Bengaluru in 2004.  

    Over the years, Tithi has become synonymous with the Ogilvy Bengaluru office. She has had her hand in all the successes and wins that the office has had in the last two decades. She has created some fantastic work across brands like ITC Bingo, Titan, Allen Solly, The Hindu, Fortune and MTR.  She has also nurtured and built some of the strongest client partnerships for Ogilvy Bengaluru. 

    In her role as managing partner in Bengaluru, during the pandemic years, she was instrumental in stabilising the business in spite of the pressures and was a pillar of strength to all employees.    

    On this change in leadership, Ogilvy India group president VR Rajesh, said, “We would like to thank Ram, for giving so much to Ogilvy India. We will miss his passion to always do something different. Not a man to sit on his laurels, we are sure an all new venture is right around the corner. We wish him all the best and lots of love.”

    “We are also very lucky to have Tithi to take the baton from Ram. Tithi stands for everything that represents the culture of Ogilvy. The voice of guidance and wisdom is now going to be the hand that guides the next chapter of Ogilvy Bengaluru,” he added.

    Tithi Ghosh said on her appointment, “In my 18 years in Ogilvy Bengaluru, I’ve had the good fortune of being part of teams that launched brands that today have grown to be some of India’s most loved. To gain the same love and attention from digitally consummate and socially active consumers of today, requires fresh and new ways of thinking. Our team here has some incredible talent, folks who are passionate about what they do and create. I’m excited about the future as I believe we can partner our existing and prospective clients in changing the conversation around their brands.” 

    Ogilvy chairman global creative and executive chairman India Piyush Pandey commented, “Tithi has been my valuable partner for years.  And I am sure that in the coming years she will further strengthen our client relationships and creative excellence in our Bengaluru office.”

  • There is sound commercial viability basis for the money spent on the IPL media rights: CA Atul Thakkar

    There is sound commercial viability basis for the money spent on the IPL media rights: CA Atul Thakkar

    Mumbai: India is on the cusp of a revolution in the sports business. A recently released report compiled by Anand Rathi Advisors (ARAL) confirms what sports pundits have been claiming for long – that India’s time as a sporting superpower has come.

    According to ARAL, the sports industry is estimated to reach $100 billion by 2027; up 4x from $27 billion in 2020.

    The report hypothesizes that the industry will be driven by India’s gigantic youth population (400 million people, larger than the population of the US) and rapidly improving economic conditions. Historically what has been seen is that as basic needs are met, the populace leans towards consumption that supports a healthier lifestyle and entertainment.

    “We believe that the entire sports media market will grow at an unprecedented rate over the next few years,” said CA Atul Thakkar.

    Thakkar joined ARAL in 2013. He joined the financial services firm in 2007 and sharpened his leadership skills at the organisation for over 15 years. Prior to this, he began his career with Kagrana & Associates Chartered Accountants.

    In conversation with Indiantelevision.com, Anand Rathi Advisors director – investment banking CA Atul Thakkar shared his views on the sports media market.

    Excerpts:

    On the factors that will propel the sport media market in India

    Viewership and engagement will drive the sports media market. The unique ability of sports to draw eyeballs from a wide set of captive audience over an extended period of time is what compels brands/advertisers to spend money on sports. With multiple sports events gaining traction with the youth (cricket, kabaddi, F1, UFC etc.), unveiling of new sporting leagues and access to sports over multiple platforms – overall viewership of sport will grow. We believe that the entire sports media market will grow at an unprecedented rate over the next few years.

    On the IPL rights being split between two broadcasters

    Given the unique position that digital has come to occupy in today’s times, from BCCI’s (Board of Control for Cricket in India) perspective it makes commercial sense to split the rights between television and digital. It is a function of changing consumption patterns that has driven this decision. Media consumption is shifting towards digital with consumers spending +50 per cent time on digital as compared to television and this will increase manifold over time. We would not be surprised if the next media rights auction sees digital rights base prices exceed that of television.

    On whether Disney Star and Viacom18 will make money

    There is a sound commercial viability basis for the money spent on the rights. India is a large market, we have 400 million people in the age group of 15-45, which is larger than the population of the US, presenting an opportunity to grow sports viewership exponentially provided it is packaged as a mix of entertainment and sporting prowess – which the IPL is. Viewership has further potential to grow as the IPL expands into new geographies globally. We expect that the first two years will remain the investment period dedicated towards increasing the viewer base while the returns start coming in post that.

    On the IPL ratings falling on TV

    Covid-19 was a setback for IPL, in which the matches were postponed, the venues were changed. This created a break in the excitement of the game. However, the latest IPL season with two new teams was a success. The reason for falling television viewership is that people are shifting to OTT platforms and prefer to watch the game online. IPL is a valuable property and the only major sporting event in the country, we expect viewership to continue to rise with a change in the OTT and television mix.

    On the rights value growth potential for other cricket properties like ICC

    Cricket’s base in India and the South Asia region in general, combined with BCCI’s monetary heft, made IPL a massive success. The T20 format of the IPL is short, packed with action and easy to consume. We do not see any other cricket property having the wherewithal or the market to create a league of similar scale and fan following as the IPL.

    On whether other sports are gaining traction in terms of viewership and rights value

    Cricket has clearly dominated India in terms of viewership i.e. nine million, however, other sports leagues like PKL are growing, the viewer share of PKL has grown from 31 per cent to 39 per cent in five years. ISL again, has gained global recognition and has become the fifth largest football league in terms of viewership. The properties other than IPL, though currently smaller, have the potential to grow with the right investments.

    Also Read:Indian sports media market to touch $13.4 bn by 2027: Report

    On the role that digital is playing in disrupting and growing rights value

    India will have 900 million internet users in the next five years, underscoring the potential of digital rights. While TV was the main source of entertainment in Indian middle-class homes, the past few years have seen a rapid pivot toward online streaming due to affordable internet and smart devices.

    The pandemic accelerated the digital media growth in India. For instance, the premium paid for the media rights in the IPL, 1.7x for digital and 1.3x for television, shows the potential that corporates see in digital rights and their willingness to pay for it.

    On the progress that local leagues like ISL, PKL are making

    ISL and PKL have been the underdogs as compared to the IPL as they do not come with the money power that IPL has. Sports is entertainment, which PKL has managed to deliver with its format while ISL still has to improve its viewer engagement. ISL for one has always been popular with a consistent viewership from a core base. Investments in making the games more engaging – better camera angles capturing the action, for instance, will catapult ISL substantially.

    Both leagues have started small and have seen viewership traction with numbers that would be considered a success in most developed nations. The increase in viewership will see sponsorship pick up for these two leagues. They do have a very long way to go as compared to IPL, but without doubt they have been successful.

    On the potential impact of inflation in the sports media rights market in the coming five years

    Inflation is a transitory economic phenomenon. We do not see it having a significant impact over the next five years.

    On advertising and subscription being important

    Advertising is the larger chunk of revenues, however the rates itself are determined based on viewership and subscriber base. Subscription revenue provides a base to build on in periods where there aren’t any major events, shows or movies.

    On whether the startup funding slowdown will impact the ad market for sports

    Start-ups account for a minor portion of Sports Sector advertising. The start-ups that do spend the big bucks – like Dream11, Byju’s and Unacademy – are the leaders in their space and are well funded. A brand aims to reach the largest set of viewers, sports invariably provide this opportunity – with millions of people tuning in for 90 uninterrupted minutes.

    In the current context, we expect brands to rationalise spends and skew it towards mega events that draw eyeballs – such as sports. There will continue to be multiple bids for sponsorship and we do not think the slowdown in the funding will have any significant impact on the ad market for sports.

    On trends being seen in gaming, e-sports in terms of investments and fan following.

    The gaming and esports sector is very differentiated. Each platform has a different strategy which doesn’t lend itself to straight analysis. You will see behemoths in each segment, but the differentiated experience in each platform will allow for them to co-exist and thrive.

    On the way forward for India to follow other sports more

    Our thoughts on the way to expand sports is to create several commercial leagues – in the US for instance, a country with a population a third of India’s – there are over a 100 functioning leagues. Competitive leagues will make sports a viable career option, ensuring wider participation.

    For instance, the IPL has given a platform for talented sportsmen, who although have not made it to the national team, have found a way to make a meaningful career in the sport. Presence of leagues will have a trickle down effect with children wanting and parents willing to allow their wards to play sport competitively, creating demand for related infrastructure, products and services, which enterprising individuals will fill.

    The ultimate aim as a society should be to make every individual play sport competitively, there are a host of character traits and health benefits that sports bring that can have significant societal impact which will help the nation in the long term.

  • GUEST COLUMN: How Micro-Influencers become creators for brands

    GUEST COLUMN: How Micro-Influencers become creators for brands

    Mumbai: Until recently, the concept of brand endorsements and the way brands reach their target audience has recreated the social media landscape. A newer concept of influencer marketing has emerged in the era of the creator economy. Considering the explosion of social media and creator tools in the market, the creator economy has grown from $1.7 billion in 2016 to $6.5 billion in 2019 further crossing $9.7 billion in 2020.

    Given the accelerated transformation of the advertising economy to the creator economy, it has become necessary for brands to develop relationships with influential personalities and promote their products and ideas. Creator economy is centered on creators becoming influencers, someone with 10,000 to 1 million followers or micro-influencers with 500 to 10,000 followers. Brands partner with influencers on a smaller scale to generate authenticity in brand promotion instead of focusing on sponsored ads or paying hefty to branded influencers for their stardom.

    Influencers vs Micro-influencers

    Influencer marketing is at its peak. It has gone beyond the brands partnering with people with thousands and millions of followers and promoting their product to their audience. Having said that customers are more likely to purchase from a brand they can connect with. That’s where influencer marketing comes into the picture as an effective tool for word-of-mouth marketing and increasing social media authenticity. Hence, brands pay macro influencers to create and publish content based on their products or sponsor their events, as large-scale outreach programs.

    Micro-influencers, on the contrary, have fewer followers and are extremely valuable for brands looking to increase their awareness within a particular niche. With the surge in the popularity of micro-influencers, younger generations are coming forward with their charismatic appeal and niche expertise, leading the brands to capitalize on the youth marketing techniques. For instance, go-to Gen Z fashion brand – Urbanic created a 150+ community of best-dressed campus students aka creators, who created some fabulous content and engaged in a variety of brand collaborations, drove meet & greets to drive brand sales, digital visibility and grow community size.

    Collaborating with the right influencers

    Influencers are appreciated for their real content. They are considered to be more authentic and community oriented than a brand or a celebrity promoting a product. Known for being more engaging with the TG, the influencers typically get more time to connect with their follower base. This helps in creating a loyal audience for the brand. Instead of having followers with varied interests, demographics or geographics, these influencers tend to be more specialized and niche specific.

    In the fast-paced creator economy, influencer marketing offers several benefits to brands. As social media algorithms continue to change, brands struggle to reach their audience in broader terms. According to the facts – influencers with more than 5,000 followers are usually responsible for 70 per cent of all reach in the influencer landscape. Hence, a smaller follower base of micro-influencers can actually create engagement for the brand by making the content appear right in front of the eyes of the target audience. Furthermore, it becomes more cost-effective to collaborate with micro-influencers as brands can share free product samples or coupons with micro-influencers.

    Strong community building

    Social media connects people on a global level. However, a community is built with like-minded people who have common ideas and thoughts to share. Though micro-influencers do not have instant name recognition, their narrower reach and specific content build a strong community of followers for brand endorsements. Even with a smaller reach, micro-influencers have higher credibility than some high-profile endorsements. This helps brands to create connections with the targeted audience with local interests that can have a huge impact on the brand’s marketing front.

    Brands experiencing growth

    Onboarding the right influencers and empowering them to create real content is always followed by long-term relationships that further depend on the success metrics of the campaign. However, brands still find it challenging to evaluate the results of a micro-influencer marketing campaign. Differentiating between real influencers and people who buy inorganic followers that can offer no guarantee of engagement or success remains the biggest concern of the brands. Those looking to experience growth and engagement need to explore different marketing perspectives and tools such as followers, profiles, quality of comments, profile visits and even previous experience of influencers as brand endorsers to evaluate results. They can prove to be important numbers to quantify success metrics and can work as great ROI predictors for brands as well as micro-influencers.

    The author is Sociowash co-founder Pranav Agarwal

  • Upstox extends its partnership with Tamil Nadu Premier League 2022 as associate partner

    Upstox extends its partnership with Tamil Nadu Premier League 2022 as associate partner

    Mumbai : Upstox extends its partnership with Tamil Nadu Premier League 2022 as associate partner
    Sub: The aim of this year’s partnership is to further strengthen its position in the state.
    Tags: Upstox, Tamil Nadu Premier League, Shrini Viswanath, K. Shivakumar, Associate partner, partnership, marketing, advertising

    Mumbai: Investment platform Upstox (a.k.a. RKSV Securities) announces its continued association with Tamil Nadu Premier League (TNPL) 2022 for the second year in a row as an Associate Sponsor.

    This is the sixth edition of TNPL, which begins with the inaugural match between Chepauk Super Gillies and Nellai Royal Kings on 23 June at 7:15 pm. There are 32 matches (28 league matches and 4 play-off matches) that are going to take place in Tirunelveli, Natham (Dindigul), Coimbatore and Salem from 23 June to 31 July. This time around the league will have six double headers and all the evening matches will start at 7:15 pm.

    Upstox added that it recently crossed the one crore customer milestone in India, and Tamil Nadu remains one of its most important markets. Partnering with TNPL it explains has previously helped it increase financial inclusion and awareness in the state of Tamil Nadu. The aim of this year’s partnership is to further strengthen its position in the state, while allowing it to expand its reach into other parts of southern India.

    Upstox co-founder Shrini Viswanath said, “We are thrilled to associate with Tamil Nadu Premier League. We seek to strengthen our foothold in Tamil Nadu, foster long-term brand love and loyalty, while making a meaningful difference in the lives of cricket enthusiasts. We believe that our collaboration with TNPL will inspire and encourage the audience to participate in the culture of equity investing.”

    Upstox was established in 2009 with the aim of making financial investing simple, equitable, and affordable for all Indian investors. It allows investors and traders to invest in equities, mutual funds, derivatives, and exchange-traded funds (ETFs). Majority of Upstox’s customers in Tamil Nadu hail from Chennai, Coimbatore, Kanchipuram, Tiruvallur and Vellore.

    TNPL chairman K. Shivakumar said, “We are delighted to partner with Upstox for the second time as our Associate Partner. This partnership will further boost the financial aspirations of TNPL enthusiasts, as well as encourage them to set a firm foot towards their financial planning to ensure a secure future. We look forward to achieving milestones together.”  

    Tamil Nadu Cricket Association (TNCA) secretary RS Ramasaamy commented on the partnership, “Our association with Upstox has been fruitful, and the TNPL has helped provide momentum for the brand within Tamil Nadu. We are happy to be continuing our collaboration with the brand for TNPL 2022.”

    The matches will be played at two new venues: SNR College Ground, Coimbatore, and Salem Cricket Foundation Ground, Salem, along with the regular venues NPR College, Natham and ICL – Sankar Nagar Ground, Tirunelveli. All the matches will be streamed on Star Sports 1 HD, Star Sports 1 and Star Sports 1 Tamil.

  • GOZOOP Group bags social media mandate for XYXX

    GOZOOP Group bags social media mandate for XYXX

    Mumbai: GOZOOP Group has bagged the social media and online reputation management mandate for the premium men’s comfort wear and innerwear, XYXX.

    With this association, XYXX aims to elevate its digital presence across markets.

    Currently, XYXX is motivating people to be true to themselves and follow their own instincts through the #PlayYourWay campaign leveraged on digital media featuring Indian cricketer KL Rahul. GOZOOP Group with their expertise has amplified the communication to a larger audience through the brand’s social media platforms.

    As part of the mandate, GOZOOP Group will be handling social media management duties as well as online reputation, customer support management for the brand. The team is responsible for building communities and recognition for the brand through social media with impactful creative assets.

    Speaking of this partnership, XYXX Apparels chief marketing officer Sonal Rai said, “We believe that a brand’s communication strategy and digital initiatives need to share a common vision and voice across all platforms. Trusting GOZOOP Group’s expertise, approach and experience in the digital world, we are ecstatic to have them as our digital agency.”

    Commenting on the win, GOZOOP Group India CEO Samrat Bedi, said “We are delighted to be partnering with a very collaborative and encouraging client on this fast growing comfort wear brand. XYXX’s brand ambitions are exciting and challenging — just the kind of mandate that we love taking up at GOZOOP.”

  • Rasna rolls out a new influencer campaign designed by Django Digital Crafts

    Rasna rolls out a new influencer campaign designed by Django Digital Crafts

    Mumbai: Rasna on Thursday launched a new influencer campaign on Instagram to bring back everyone’s favourite summer cooler Rasna in a new avatar; remixing the old and iconic ‘I Love You Rasna’ jingle into an exciting new song to groove to.

    The brand, in association with their digital partner – Django Digital, collaborated with music composer Mayur Jumani to flip the iconic ‘I Love You Rasna’ tagline into a fun and upbeat song with glass harps and other elements. The campaign kickstarted with mom celebrities and influencers dancing to the tunes of ‘I Love You Rasna’ and sharing their Rasna stories on their Instagram handles. Renowned celebrity mom figures like Neha Dhupia and Soha Ali Khan Pataudi can be seen grooving to the song. Apart from celebrity moms, the brand also partnered with influencer moms to reach their desired target audience.  

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Rasna (@rasna_international)

     

     

    https://www.instagram.com/reels/audio/3142231602706246/?hl=en  

    To make the campaign more engaging, people were asked to record a video of them dancing to the song using #YehRasnaKaVibeHai. The contest received a whopping response with entries coming in from all parts of India and making the contest an instant hit. The best dance video stands a chance to win free Rasna hampers for the entire year!  

    Rasna has always been a household name, especially during summers when the brand gives its customers a little bit of relief from the scorching heat. The brand has an emotional connection with its customers and to keep that relationship alive, they decided to adopt the new age medium where their customers are present. This is when the need to remix the much-loved and iconic ‘I Love You Rasna’ tagline came into being.  

    Speaking of this campaign, Django Digital co-founder Shivang Shah said, “It has been a pleasure to work with a legacy brand like Rasna. Times have changed since we first heard the iconic ‘I Love You Rasna’ tagline and saw the evergreen advertisement on our televisions. To bring out the same emotions by adopting the new-age marketing strategy was a challenge we were willing to take on. We realised that this campaign was a success when moms in our neighbourhood were found grooving to this audio tune and sipping on Rasna with their children. The campaign has already garnered a reach of over 1m+ views and has created an engaged mom influencer community on Instagram. This just goes on to prove that Influencer marketing is one of the most effective ways to expand the brand’s reach and increase credibility in the market.”

  • Global entertainment & media revenues surge to $2.3 trillion; OTT growth to moderate: PwC

    Global entertainment & media revenues surge to $2.3 trillion; OTT growth to moderate: PwC

    Mumbai: Last year, the global entertainment and media (E&M) industry grew significantly faster than the world economy as a whole. Following a 2.3 per cent dip in 2020 due to the pandemic, E&M sales increased by a solid 10.4 per cent in 2021, from $2.12 trillion to $2.34 trillion.

    Virtual reality (VR) and gaming are significant growth drivers for the industry as it becomes more digital, mobile, and youth-focused, and digital advertising permeates every aspect of the industry. These conclusions are drawn from PwC’s Global Entertainment & Media Outlook 2022–2026, which represents the 23rd annual research and forecast of E&M spending by consumers and advertisers across 52 countries & territories.

    Findings in this year’s Outlook include:

    – After growing by 35.4 per cent in 2020, OTT (over-the-top) video revenues increased by 22.8 per cent in 2021, to $79.1 billion. The rate of OTT revenue growth is anticipated to slow slightly; it will increase at a 7.6 per cent CAGR (compound annual growth rate) through 2026, pushing revenues to $114.1 billion.

    – Traditional TV still brings in a sizable amount of money, but it is facing intense competition from OTT streaming services. Global sales are expected to shrink at a CAGR of -0.8 per cent, from $231 billion in 2021 to $222.1 billion in 2026.

    – Revenue from video games and esports worldwide was $215.6 billion in 2021, and it is anticipated to increase by 8.5 per cent CAGR to $323.5 billion in 2026. With $109.4 billion, Asia Pacific produced the majority of the world’s revenues in 2021, more than double the second-highest region, North America. Gaming has overtaken video and communications as the third-largest data-consuming E&M content category.

    – Despite starting from a small base, VR continues to be the fastest-growing E&M segment. Following a strong 39 per cent growth in 2020, global VR spending increased by 36 per cent y-o-y to $2.6 billion in 2021. The segment is anticipated to grow at a CAGR of 24 per cent between 2021 and 2026, reaching $7.6 billion. With $1.9 billion in revenue in 2021, gaming content is the main source of VR revenue. By 2026, this should rise to $6.5 billion, or 85 per cent of all VR revenue.

    – Due to its widespread use in the digital sphere, advertising now dominates its own industry sector. After falling by almost seven per cent in 2020, advertising increased by an astonishing 22.6 per cent in 2021, reaching $747.2 billion. Advertising is expected to expand at a 6.6 per cent CAGR through 2026, driven nearly entirely by digital. The revenue from internet advertising is expected to increase even more quickly, increasing at a CAGR of 9.1 per cent. Advertising is anticipated to exceed consumer spending and internet access in 2026 to become a one trillion dollar business and the largest E&M revenue stream.

    – In 2023, global cinema revenue is anticipated to hit a new high of $46.4 billion after experiencing losses due to the pandemic. Box office revenue is anticipated to grow by 18.9 per cent CAGR from $20.8 billion in 2021 to $49.4 billion in 2026. In 2020, China surpassed the US to become the world’s biggest cinema market, and it is predicted that it will continue to hold this position through 2026.

    – In 2024, live music revenue is anticipated to surpass pre-pandemic levels. Recorded music sales are expected to increase from $36.1 billion in 2021 to $45.8 billion in 2026, driven by the development of digital music streaming subscriptions.

    – Massive data consumption is being fueled by the expansion of content. Data consumption was 2.6 million petabytes (PB) in 2021, and it is projected to increase by 26 per cent CAGR to 8.1 million PB by 2026. With a predicted CAGR of 29.6 per cent, gaming will consume data at the quickest rate during the projection period. The fastest-growing device category between 2021 and 2026 will be mobile handsets, growing at a CAGR of 28.8 per cent and predicted to increase mobile data usage from 1.1 PB to 3.8 PB.

    PwC Germany Global Entertainment And Media Industry Leader Werner Ballhaus said, “Industry press tends to focus on the companies that have dominated the E&M industry. But it is the choices that billions of consumers make about where they will invest their time, attention and money that are fueling the industry’s transformation and driving the trends.  We are seeing the emergence of a global E&M consumer base for the coming years that is younger, more digital and more into streaming and gaming than the current consumer population. This is shaping the future of the industry.”

    North America dominates per capita E&M, but faster growth resides elsewhere: Regionally, North America has by far the biggest E&M expenditures per capita at $2,229, nearly double that of Western Europe’s $1,158. In contrast, Asia Pacific, which had E&M sales of $844.7 billion in 2021, had a per-capita expenditure of $224. Of all regions in the world, the Middle East and Africa spend $82 less per capita on E&M.

    While OTT video and gaming account for the majority of revenue growth, esports and the cinema industry are also experiencing rapid expansion. Latin America, the Middle East, Africa, and Asia make up the top ten growth markets by CAGR. The countries with the best prospects for E&M consumer spend growth over the five-year forecast period are Turkey (estimated 14.2 per cent CAGR), Argentina (10.4 per cent), India (9.1 per cent), and Nigeria (8.8 per cent).

    The metaverse awaits: The metaverse may soon develop into a wonderfully realistic environment where people may access immersive virtual experiences using a VR headset or other connecting device. The potential financial and commercial worth of the metaverse extends far beyond VR because it is an evolution that might fundamentally alter how companies and customers engage with goods, services, and one another. Over time, a significant portion of the profits from video games, musical performances, advertisements, and even online shopping may move into the metaverse.

    How big is the E&M opportunity in the metaverse?  

    One place to start is the rapidly expanding VR sector. Although it is now one of the less significant areas studied, the 36 per cent increase in global spending over the previous year gives an indication of its long-term potential. The number of stand-alone and tethered VR headsets installed worldwide is expected to increase from 21.6 million in 2021 to 65.9 million in 2026.

    Ballhaus added, “With the impressive growth and potential of the E&M industry comes tremendous volatility and what we describe as fault lines and fractures opening up between companies, within sectors and across geographies and generations. For businesses, intense competition and continual disruption will remain the order of the day. Our data shows the mix of revenues and spending is changing rapidly. As fault lines proliferate and widen, every business in E&M stands to be disrupted. The challenge and goal must be to understand your consumer and end up on the right side of disruption.”

  • Nyumi partners with Kriti Sanon for their first-ever brand campaign

    Nyumi partners with Kriti Sanon for their first-ever brand campaign

    Mumbai: The leading wellness brand Nyumi has rolled out its first-ever brand campaign, #BiteMe featuring bollywood actress Kriti Sanon. The campaign is executed by creative agency 82.5 Communications.

    With this campaign, Nyumi encourages women to not get used to their everyday problems, but to take them on, with a delicious comeback! It brings to the forefront the spirit of the unstoppable, energetic, and independent women who are ready to take on life with a bold attitude. The new campaign will go live across digital, social & retail platforms.

    Today’s women have too much to balance in their busy life. This leads to issues like lack of sleep, stress, UTI, hair fall, and dull skin that takes a toll on their overall wellbeing. In the new campaign, Kriti Sanon says #BiteMe to all these problems and hello to delicious nutrition every day.

    Speaking about the campaign, Nyumi CEO & founder Ananya Agarwal said, “We launched Nyumi to make wellness approachable and accessible to women. Since our launch in 2021, we have seen significant growth for the brand and as we hit our one-year milestone this month, I am excited to bring to our audience our first-ever brand campaign. The Nyumi woman is quintessentially someone who believes in facing her issues head-on, and with #BiteMe, we are aiming to create a new way of looking at one’s problems and taking a stand against whatever life throws at us!”

    Talking about launching the campaign with Kriti, she said, “We are very excited to partner with Kriti for this campaign. She is a natural fit, as she is someone who embodies all the qualities that the Nyumi woman represents. She is vivacious, self-assured, independent, and caring. And to add to that, Kriti has also been a Nyumi customer long before she partnered with us. We have really enjoyed collaborating with her on this campaign and I hope the audience also enjoys watching the films as much as we have enjoyed making them.”

    Speaking about the campaign, Kriti Sanon said, “I am very excited to be working with Nyumi! It’s coincidently a brand that I have been using for some time now, and I really like their products! So it’s nice to be endorsing something that you actually like consuming and believe in!”

    Talking about their association with Nyumi, 82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said, “We are delighted to be a part of the journey that Nyumi has embarked on, to inspire Indian women to prioritise their health and well-being. Our campaign urges every woman to confidently say, “#BiteMe” to little-big health issues that hold them back every day. A confidence that comes with the Nyumi daily nutrition gummies and their perfect blend of Indian and western ingredients.”

  • You can be creative and edgy, without being insensitive: Dentsu Creative India CEO

    You can be creative and edgy, without being insensitive: Dentsu Creative India CEO

    Mumbai : Exactly a year back on 22 June 2021, erstwhile Dentsu Impact president Amit Wadhwa took on the mantle of chief executive officer (CEO) to lead the Dentsu India creative service line leadership team. The newly restructured creative service line in India, brought together brands from the house of Dentsu such as Dentsu Webchutney, Taproot Dentsu, WATConsult, Perfect Relations, Isobar, Dentsu One, Dentsu India and Dentsu Impact, along with their digital & PR capabilities- all under one umbrella of Dentsu Creative India.

    The past year also witnessed major upheavals, both, at the network which saw several high-profile exits, as well as in the advertising and media landscape with the pandemic rewriting the rules for the communication industry.

    The Dentsu Creative India CEO shares with Indiantelevision.com how the past year fared for the network as well as for him, amid the tumultuous new normal, and what his priorities were since taking over the creative agency mantle.

    Wadhwa also completed over a decade at the network last year, having joined Dentsu Creative Impact (now Dentsu Impact) in November 2011. With another five-year stint at JWT (J. Walter Thompson) in his kitty before that, he has literally seen the industry evolve over the past decade and a half.

    Despite challenges due to macro-economic uncertainties and global inflationary trends, Wadhwa remains buoyant and confident that the advertising and marketing industry will grow at a good pace “crossing double digits”.

    IndianTelevision.com’s Anupama Sajeet caught up with the advertising veteran and self-confessed ‘passionate brand builder’ for a free-wheeling conversation, where he also spoke about what has changed in adland and how the creative group is ensuring it keeps pace with the emerging new tech in the space.

    Edited excerpts:

    On his focus areas since taking on the helm of the Dentsu Creative Group

    Three things. Integration was the biggest objective. Secondly, making sure that we digitise everything and so we infused digital and technology in everything we do – whether it is creative, or PR- we have digitised it all- the entire system. And the third of course, was to make sure that the cornerstone of the entire offering is “creative”, and hence up the creative product. These were the three things I kept in mind as I took on the CEO mantle. Have I done that 100 per cent? Of course not. But I think we have moved leaps and bounds on all these fronts.

    On how the past year fared for the agency amid high profile exits and the uncertainty wrought on by the pandemic

    In terms of how we have fared, I think we are working in a far more unified manner for our clients. So, we have integrated to make sure the best experts come together and deliver as one single team for a client. There are many brands where earlier erstwhile different units of Dentsu Creative are now working together as one. For eg- we recently worked at Ikea where the Dentsu MB and Dentsu Webchutney worked as a single team. Then there was another instance where Isobar and Taproot Dentsu worked together as one unit. There are many such examples. That’s from the integration point of view.

    As far as creativity is concerned, one big yardstick is the awards and I think we have done fantastically well, led by the team at Dentsu Webchutney. Having said that, we have also invested in some great talent like Ajay (Gahlaut), Arjuna, Anu Gulati, along with the creative talent which is already there in-house such as Alaap, Anupama and loads of talent below them. So, I think we have upped the game on creativity. And it’s not just awards. Some of the campaigns that we rolled out I’m absolutely proud of. For instance, the campaigns we have done for Uber, Paytm, to name a few, have been great.

    And honestly, without being digital-first there’s no possibility of a business surviving. We have ensured that right from our PR to what we used to call our traditional agencies, every one of them is digitally savvy and understands the medium.

    So, on all these fronts, we are moving in the right direction and at the right pace.

    On whether the recently released ASCI guidelines on gender stereotypes (in the wake of the recent controversy over the Layer’r Shot deo ads) will lead to curbing creativity.

    We are in the business of creativity, we need to express ourselves. But at the same time, we are all living in a society and we need to be sensitive. Does that mean that we curtail creativity? No. But is that the only way to be creative?  Absolutely not. I don’t wish to comment on that ad, as enough has been said about it being in bad taste and stuff. But the point is you do not need to go that way to be creative. I don’t think to be creative, you need to be insensitive. You can be edgy without it.

    If you look at some of the works we have done recently, such as the ‘The Unfiltered History Tour’ or the Paytm creative we did on financial empowerment. These works are very edgy and creative at the same time. It also had a strong connection with people, without being insensitive. Having said that, do we put a gag on everything because of certain instances? I don’t see that happening either.

    On the evolving advertising & marketing (A&M) landscape in the past decade

    It’s absolutely true that the entire A&M landscape has changed in the last decade, from what it used to be to where we are today. I remember when I joined Dentsu (back in 2011), I was taking care of a small agency called Dentsu Creative Impact. We brought in a lot of exciting talent, and we did it at a small scale – whether it was in creative, planning or account management. And we picked up businesses like Ikea etc and made it into this exciting brand. But that was then. Digital was there, but it was a small part of mainstream media.

    Today, if I’ve to do a similar exercise for the Dentsu Creative Group (DCG), I cannot step up the game on creativity by having a good creative team alone. Of course, creativity is the key essential part of it. But what we are also trying to infuse is to ensure that we are way ahead when it comes to creative technology. And that’s the other aspect that we have invested in heavily. Led by Gurbaksh, who heads the innovation and tech team, it’s a critical part of our creative team. We also have editors and social media experts as a part of it. So, the complexity and composition of the team is very different from what it was, say, less than a decade ago.

    On any key trends or emerging category/s in the A&M industry that might dominate in the coming year

    If we talk about emerging or dominant new categories, Fintech, of course, is huge, so is gaming. Online gaming is breaking through the roof. But at the same time as all these new categories are popping up, the traditional categories like FMCG remain equally exciting. So, one can see a mix of it with everyone, including the traditional players, trying to do something different in their space, stepping away from the tried and tested.

    On how the agency is ensuring it keeps pace with the emerging new tech in the space

    There are two parts to it. One is that we need to be digitally first and technologically far ahead. But, is that good enough? Is that the only thing we need to do? Unless there’s a brilliant idea it all comes to nought. The expression of the idea could be on the digital platform or through an innovative technology but the idea is still absolutely important. We need to marry technology very strongly with creativity.

    That combination of creative and new-age tech is what gives me the confidence that we are poised for something very exciting. And that for me, honestly is the place where I always wanted to be.