ITV

Tag: advertising

  • Apple, Taj Hotels, KIA among top brands in customer satisfaction: Havas X Index 2022

    Apple, Taj Hotels, KIA among top brands in customer satisfaction: Havas X Index 2022

    Mumbai: Trust, inclusivity, and going above and beyond are now major factors in creating the most meaningful customer experience, showed the X Index 2022 report released by Havas CX, Havas Group’s global customer experience network.

    According to the agency’s X Index India report parameter, the number one brand was Apple followed by Taj Hotels, KIA, MG, Hyundai, OnePlus, Boat, Cult.fit, Michelin, and JBL.

    The report surveyed 50,000 consumers across nine markets including the US, the UK, France, China, Brazil, Turkey, India, Portugal, and Spain to evaluate the customer experience performance of 500 brands. The X Index is basically Havas CX’s proprietary barometer of customer experience efficiency.

    Customer satisfaction for Indian brands plummets

    The team studied as many as 50 leading brands from India across 13 categories including retail, fashion, financial services, automotive, entertainment, hospitality, beauty, and health.

    Interestingly, the report found that, unlike other markets, the Indian brands were not as agile in keeping up with the rising customer expectations post-2020. Among the six countries also surveyed a year earlier, India was found to be the only country to register a lower overall score in 2021 in comparison to 2020. The higher scores in the other five markets (China, France, Portugal, UK, and the US) point to rising satisfaction with the customer experience. What this means is that, unlike India, most geographies were able to leverage the new normal to cement their CX and deliver on consumers’ rising expectations. This makes it even more critical for Indian brands to now recognise that customer experience is synonymous with brand experience.

    “The pandemic has brought about a sea-change in consumer shopping behaviour. Brands now need to evolve their thinking from customer experience to citizen experience by making seamlessness and inclusivity their priority,” said Havas CX India and Havas Worldwide EVP and business head Prashant Tekwani. “But, there is a gap that needs addressing for brands in India to score high in the CX journey. This shows how the understanding of the evolving expectation of the consumers is critical to maintaining the health of CX, growth, and brand imagery. While meeting functional criteria around seamlessness, simplicity, and efficient customer service, brands must also go the extra mile to make a lasting impression in their customers’ minds.”

    Brand Image: A key component

    Out of all the parameters that were measured to arrive at a final score, the brand image has emerged as the strongest contributor to the X Index, representing 46 per cent of India’s score. “This hints at the fact that while ecosystems and the touchpoints were expanded during this new normal, brands also need to maintain continuous engagement to reinforce their image while also making it part of their CX. Conversely, it could also mean that Indian brands are under leveraging other parameters and relying too heavily on the brand image alone to determine the customer experience,” Havas Worldwide India national strategy head and managing partner Sumeer Mathur said.

    This year’s research also revealed that increased consumer expectations around trust, sustainability, and inclusivity are now impacting the evaluation of customer experience, with brands being assessed on the concrete actions they deliver to create a welcoming experience for all – shifting the traditional idea of customer experience to citizen experience. The X Index used in the report identified four key principles to create a best-in-class citizen experience:

    Trust comes first: Brand trust is the most powerful denominator around the globe in the customer journey. Brands build trust by keeping their commitments to customers and being there in times of crisis. For example, brands that optimised their shopping experience during the COVID-19 pandemic saw better results; these optimisations included moving many traditionally in-person services online (consultations, etc.), and taking advantage of new platforms to integrate community building and social components. Brands also build trust with transparent business practices and by making commitments to social causes.

    Build an all-inclusive experience: For customer experience to become a citizen experience, brands must be inclusive. According to the X Index, consumers evaluate brands at every step of the journey, including the way they treat their frontline employees, foster inclusivity and break taboos in representation and marketing. Inclusivity also means enabling customers to participate in a community, with some brands introducing forums, clubs, and apps for customers to connect and interact with each other.

    Always be of service: Customer service is now defined by the speed of reaction to customer demands. It is one of the key discriminating factors. In addition, when it comes to staff and salespeople, consumers not only expect them to be efficient but also knowledgeable.

    Provide for the age of extra: When it comes to satisfying customers, going the extra mile is of paramount importance for brands. A key part of going above and beyond in making sure the experience feels extra personal.

  • HUL top advertiser, Tata Play most advertised brand in week 4: Barc

    HUL top advertiser, Tata Play most advertised brand in week 4: Barc

    Mumbai: With ad volumes of 4940.62 (‘000s) FMCG giant Hindustan Unilever Ltd (HUL) was the top advertiser in the fourth week of 2022 (22 to 28 January), according to Barc’s weekly data. Reckitt Benckiser was second at 3449.43.

    While Cadbury’s India, ITC, Godrej Group, Procter & Gamble, LIC India, GSK, and Colgate Palmolive were at number four to ten, the highlight of fourth week was Tata Group making a direct entry at number three with ad volumes of 1188.69.

    The company has launched an advertising blitz to promote the new identity and rebranding of its content distribution business Tata Sky (a joint venture between Tata Sons and TFCF Corp) as Tata Play.

    The high-decibel, celeb-heavy campaign has also catapulted Tata Play to the top spot in the most advertised brands list this week with ad volumes of 672.02.

    Harpic Power Plus 10X Max Clean (477.26) slipped to the second position, while Republic Day Greetings (397.85) was the new entrant at the third position.

    Dettol Antiseptic Liquid, Vanish Oxi Action, Ultratech Cement, Lizol, Harpic Bathroom Cleaner, Horlicks, and LIC-Coprorate grabbed the rest of the spots.

  • 26% of people surf internet while watching TV: Axis My India Survey

    26% of people surf internet while watching TV: Axis My India Survey

    Mumbai: At least 26 per cent of people surf the internet while watching Television, revealed Axis My India CSI Survey for February, thus opening deeper conversations on rising multi-screen user behaviour and scope of competitive advertising among different platforms.

    The survey covered as many as 10, 525 people across different states via Computer-Aided Telephonic Interviews. While 70 per cent of them belonged to Rural India while 30 per cent belonged to urban areas. In addition, 59 per cent of the respondents were male while 41 per cent of the respondents were female.

    According to the survey, consumption of media like TV, Internet, and Radio has also increased for 24 per cent of the families.

    Axis My India further assessed if advertisement influences consumer’s purchase decisions, and found that at least 41 per cent agreed that ads are stimulants and thereby drive purchases. This reflects the view of 18-35 year olds from the northern part of India. However, a majority of 57 per cent disagree on the same. 

    The latest monthly analysis of consumer perception also showed that spends on essentials like personal care & household items have increased for 43 per cent of the families showcasing a surge in the northern and southern part of India, however, this is also the lowest surge in the last five months. Spends however remain the same for 33 per cent of the families. Spends on non-essential & discretionary products like AC, Car, Refrigerator has also increased for 10 per cent of families, indicating an even lower percentage than the last five months.

    “The survey captures consumers’ apprehensions yet preparedness and confidence in the advent of Omicron. While essential, non-essential, and health-related increased expenditures witnessed a dip, consumers at the same time have expressed their confidence of not being financially impacted by the 3rd Wave,” said Axis My India CMD Pradeep Gupta, commenting on the February report.

    “Moreover, in our attempt to discover consumer information consumption habits, we witnessed a growing possibility of shared space competitiveness between TV and online for influencing ad-based purchase decisions. However online space unlike TV is an interactive platform and thereby possesses the challenges of ensuring the security and safety of data shared by consumers. Overall with the nation’s sentiments resuming back to slow and steady normalcy and more opportunities opening up within the media space, advertisers and marketers are in a sweet spot and should thereby leave no space untouched,” he added.

    Some of the other key findings of the consumer sentiment index survey are:

    ·89 per cent families reported going out the same for short vacations, malls and restaurants as compared to 85 per cent of families last month, which has been the highest percentage in the last five months.

    ·Consumption of health-related items more or less remains the same for 44 per cent of the families, while a surge is witnessed among 38 per cent of the families.

    ·With regards to financial and personal security, 41 per cent is apprehensive that the information shared online is not secure.

    ·Over 67 per cent believe that women are better as compared to men when it comes to financial/ investment management.

    ·A bulk of 48 per cent believe that the new variant of the virus – Omicron won’t impact their financial well-being.

    ·In a positive, 50 per cent of respondents engage in sports/exercise and other health-related activities to remain fit and healthy.

  • Gillette India commences marketing and selling of Braun in India

    Gillette India commences marketing and selling of Braun in India

    Mumbai: Gillette India announced on Thursday that it has commenced marketing and selling of Braun® in India.

    With this latest addition, Gillette India (GIL) now has a holistic portfolio of grooming brands including Gillette®, Venus®, Braun®, and King C Gillette®. A subsidiary of Procter & Gamble, Braun was founded in Germany in 1921 and is a known brand in the field of electric grooming appliances across the world.

    The addition of Braun adds an extensive range of both male and female grooming products like electric shavers, trimmers, epilators, Intense Pulse Light (IPL) hair removal devices, and hair care devices to the company’s existing portfolio.

    “Our continued focus has been to understand and meet the evolving needs of our consumers with superior and newer propositions. The latest addition of Braun, world-renowned for incredible precision, good design, and innovative technology, will enable us to better serve the Indian consumers with devices that help in creating a perfect look,” GIL managing director Madhusudan Gopalan said.

  • Havas Group India announces second edition of internship programme ‘Havas SPARK’

    Havas Group India announces second edition of internship programme ‘Havas SPARK’

    Mumbai: After successful completion of its maiden internship programme ‘Havas SPARK’ in 2021, Havas Group India has announced chapter two this year.

    The Group had recruited 13 interns through its flagship programme last year and aims to scale it up further in the second edition. The intensive six-month internship programme led by Havas Group India leadership, and other industry experts trains young minds with practical skills and career development and advancement opportunities.

    “Havas SPARK represents our ethos of playing a critical role not just in the industry but also within the community. Evaluating, inspiring, and ensuring that these young minds are armed with the best on-the-job skills gives us an immense sense of pride and purpose as a network,” the Group said in a statement.

    The upcoming six-month programme will involve formal and on-the-job learning opportunities, working on challenging live projects, and a chance to gain full-time employment with Havas Group India, after completion of the programme. The candidates are shortlisted through a rigorous selection process, following which the shortlisted interns go through personal interviews for the final round. The network then trains these final candidates for six months. As part of their final evaluation, the interns prepare a whitepaper. After the successful completion of the programme, these interns are recruited by the 10 companies (under creative, media and healthcare) of the Havas Group India network, across various functions.

    “What began as a means to introduce fresh talent in our industry has now become a programme that sets an example across the country on identifying, mentoring and nurturing talent,” said Havas Group India CEO Rana Barua. “An inherent part of our sustainable growth, Havas SPARK is an embodiment of our progressiveness and proactiveness. That we played our part in introducing these fresh, talented minds to our industry is something that all of us at Havas Group India will be proud of, forever.”

    Havas Group India CHRO Vandana Tilwani said, “Armed with training through the Havas SPARK programme, these young millennials get the best exposure to the industry and become well-versed with its way of working. By the time they graduate, we already have a team ready to display their best skills. Our practical and structured approach ensures that the interns become much-sought-after in the industry once they successfully complete the programme. The interns of our first batch are now firmly entrenched in the Havas Group India family as management executives.”

  • Hero Lectro assures ‘Tarakki Ki Raftar’ with its cargo e-cycles range

    Hero Lectro assures ‘Tarakki Ki Raftar’ with its cargo e-cycles range

    Mumbai: Hero Lectro, the e-cycles brand of Hero Cycles has unveiled its brand film for its cargo variant with the tagline ‘Badhao Tarakki Ki Raftar’.

    With ample storage space and sturdiness, purpose-built cargo e-cycles are gaining popularity as a fast, convenient, and sustainable alternative for goods mobility. The film aims to create awareness around the distinct benefits of these e-cycles and how they can bring about progress and transformation in the lives of gig-economy workers, especially those working in the last mile delivery business.

    Focusing on this message, the film showcases the advantages of owning a cargo e-cycle and how users are progressing in their lives through this choice. It chronicles a day in the life of a delivery agent and how with Hero Lectro WINN, he has augmented this income as a result of the ability to deliver more. The agent highlights the distinct benefits of using a cargo e-bike including savings on fuel and time, minimal operating and maintenance costs along with ease of use compared to conventional ICE vehicles.

    Hero Lectro chief marketing officer Rachit Gupta said, “The campaign aims at educating the audiences on the impact of purpose-built vehicles on one’s progress. The ad film perfectly captures our vision of adding value to people’s lives by building products such as the Hero Lectro WINN. Through this film, we highlight the benefits of cargo e-cycles such as cost efficiency and high productivity which help users such as delivery personnel to earn higher income, in turn increasing their ‘tarakki ki raftaar’.”

    Hero Lectro’s WINN is a simple plug & play solution for gig workers as it doesn’t require paperwork such as license and registration. According to the company, it has a payload capacity of over 70 kgs that enables agents to transport larger volumes of goods in one go, resulting in higher productivity. Its dual riding modes, pedal and throttle assists curbs range anxiety and helps users to stay active around the clock.

  • Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    Quaker seeks to establish itself as the ‘Fuel For The Real Fit’ with new TVC

    MUMBAI: PepsiCo-owned international brand Quaker has launched a new TVC Campaign – ‘Fuel For The Real Fit’ to inspire consumers to have Oats as part of their active lifestyle and make the most of the opportunities life brings to them.

    Through the #FuelForTheRealFit campaign conceptualised by Wunderman Thompson, the brand seeks to establish itself as the ‘fuel’ that gives people the energy to keep going.

    The TVC film directed by Bauddhayan ‘Buddy’ Mukherji and produced by Avishek Ghosh, brings forward the demanding lifestyle of millennials. To ace this spirited race, one needs the ‘fuel’ to keep up in every moment of life. Hence, a good start with a wholesome breakfast can set the tone for the day.

    The proposition is further brought to life as the brand unveils a refreshed packaging design. Quaker has brought in more health benefits, enhanced visual appeal, and a QR code at the back of the pack to try new Oats recipes every day.

    PepsiCo India associate director and category head – Quaker Portfolio Sonam B Vij said, “The youth today have hectic lifestyles with little or no time for the right nutrition. With this new campaign, we want to motivate millennials to be the Real Fit and effortlessly ace the race of life by starting their day right. With what we have witnessed over the past few months, we know this message is more relevant than before. This campaign will help us to deliver this iconic message but in a fresh and modern way. We hope to continue empowering our audience with the goodness of Oats and providing #FuelForTheRealFit.”    

    Wunderman Thompson senior vice president Ritu Nakra said, “In today’s world, life often feels like a race! With every challenge and twist, we race to win. And the nutritious energy of a bowl of Quaker Oats for breakfast is the perfect start to play strong and emerge victorious. Grab your bowl of Quaker Oats and give yourself this advantage.”

    Talking about the film, Little Lamb Films director Bauddhayan Mukherji said, “You have heard “Life is a race” a thousand times but the ‘how’ is what you will see for the first time with this film. Bringing the metaphor alive in its purest form we recreated an entire day, one’s daily lap, on an actual racetrack. Building on the moments like the daily rush, office meetings, an evening with friends etc. on an actual 400m track to give audiences a first-hand experience of how the right fuel enables you to win your day.”

    The new Quaker Oats packs will be available on leading retail and e-commerce platforms across India. The new TVC and packaging unveil will be followed by a strong campaign.

  • The ABBY’s joins hands with prestigious global award program, The One Show

    The ABBY’s joins hands with prestigious global award program, The One Show

    Mumbai: South Asia’s pre-eminent awards for Creativity, Media and Communication, ABBY’s has joined hands with The One Show, the globally prestigious award program in advertising, design and digital marketing worldwide, thereby sharing the stage with other global and regional award platforms.

    The association seeks to create a new gold standard in recognising and awarding the region’s best creativity by bringing global standards of judging, jury selection and transparency to the established Indian Awards brand.

    The One Club for Creativity CEO Kevin Swanepoel said, the One Show is committed to raising the bar on creative judging standards all over the world. “With India already a rising new global creative powerhouse, the Abby Awards will further add shine to a very respected domestic creative program,” he said.

    The One Show’s Gold Pencil, which is regarded as one of the top prizes in the international creative industry for over 40 years, has a rich legacy of honouring some of the most ground-breaking ideas, created by some of the most remarkable minds in creativity across the globe.

    This year’s Abby’s will be a part of the Goafest in partnership with the AAAI and will mark the thirteenth Abby Award after a break of the last two years due to the pandemic.

    Elaborating on the association, The Ad Club president Partha Sinha said, “Abby’s has been India’s mainstay for 56 years when it comes to recognising creativity & innovation across the communication industry. We wanted to add more heft and give Abby’s a place on the global stage it so well deserves. The association with ‘The One Show’ will enhance our judging standards to match global best practices, help in the selection of juries and raise levels of transparency in the entire awarding process”.

    The Abby Awards will represent the South Asia region that includes India, Sri Lanka, Nepal, Bangladesh and Pakistan and has been doing so since 2004. In keeping with contemporary trends, the Abby’s will include categories such as Direct, Design, Digital, Mobile, Technology, Still Craft, Digital Craft, Radio Craft, Video Craft, Brand Activation & Promotion, Branded Content & Entertainment, PR, Broadcaster and Publisher.

    The Awards Governing Committee for ABBY’s Awards includes eminent industry names such as Havas Group India Group CEO Rana Barua, (AGC Chairman), Goafest Organising Committee chairman & Another Idea founder Jaideep Gandhi, Times of India president Partha Sinha, IPG Mediabrands CEO-India Shashi Sinha, Publicis Groupe CEO South Asia Anupriya Acharya, Madison Communications chairman and managing director Sam Balsara, GroupM Media (India) CEO-South Asia Prasanth Kumar and FCB Group India Group Chairman & CEO Rohit Ohri, among others.

    The list of international judges will be announced by One Show after the process of selection of both Indian and international jury will get initiated.

  • HUL is top advertiser in week 3: Barc data

    HUL is top advertiser in week 3: Barc data

    Mumbai: Hindustan Lever Ltd (HUL) was once again the top advertiser in the third week of 2022 (15-21 January). As per data released by Broadcast Audience Research Council (Barc), the FMCG major delivered ad volumes 3528.69 for the period. It was followed by Reckitt Benckiser at 3499.69 and Ponds India at 1015.01.

    Brooke Bond Lipton India, Cadburys India, ITC, Godrej Consumer Products, Amazon Online India, LIC, and Colgate Palmolive grabbed the rest of the spots.

    Harpic Power Plus 10X Max Clean led the brands’ list with ad volumes of 579.53. At 437.54 Dettol Antiseptic Liquid was second. Disrupting FMCG dominance at the top three positions, Asian Paints Apex Ultima Protek lodged itself at number three with ad volumes of 304.68. Policy Bazaar.com was another unusual brand at number four.

    Vanish Oxi Action, Lizol, Harpic Bathroom Cleaner, Ultratech Cement, and Horlicks were in the next five positions, respectively. Kia Carens was the new entrant at the tenth position.

  • Games24x7 signs Hrithik Roshan as the brand ambassador of RummyCircle

    Games24x7 signs Hrithik Roshan as the brand ambassador of RummyCircle

    Mumbai: Games24x7 on Friday announced Hrithik Roshan as the brand ambassador for online skill gaming platform, RummyCircle. As part of the partnership, Roshan will be seen in multimedia campaigns by RummyCircle, spanning across TV, digital and social media platforms. 

    “Hrithik has had a remarkable career which is an epitome of versatility as he makes the right moves at the right time. His dynamism, talent and widespread appeal have made him really stand out. This resonates well with Games24x7 as we are constantly differentiating ourselves by providing awesome game playing experiences,” said Games 24×7 co-founder and CEO Bhavin Pandya.

    The brand will unveil the new campaign #RahoEkKadamAage starring Hrithik via a high decibel television commercial starting 29 January. The campaign highlights real life scenarios where Hrithik Roshan will demonstrate mental dexterity to find a way out of unforeseen situations. 

    Speaking on his engagement, Hrithik Roshan said the campaign highlights that whenever one encounters unexpected difficulties in life, they can overcome it with the right approach. “I’m happy to be associated with RummyCircle and Games24x7 for this splendid campaign. Rummy is a game of skill that requires intellectual acumen, patience, and tact. What I like is that these are the same skills that you need, to overcome the challenges at various points in life. So, in a way, the game is a fun way to build life skills,” he added.