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Tag: advertising

  • HiveMinds appoints Saurabh Tyagi as chief client officer

    HiveMinds appoints Saurabh Tyagi as chief client officer

    Mumbai: HiveMinds- Bengaluru-based digital specialist unit of Madison World has appointed Saurabh Tyagi to lead its enterprise clients. Tyagi was previously working in Madison Media Omega as Vice President.

    A seasoned media professional with has over 18 years of experience across India & South-East Asia, Tyagi has worked on brands like Unilever, Nestle, Titan, Vodafone in his stints across Publicis, Group M, and Madison Media. He has played diverse roles including media planning across offline & online, content strategy, and client servicing.

    HiveMinds founder and CEO Jyothirmayee JT said, “We’ve delivered results for our clients based on our digital prowess and innovation. With Saurabh’s experience, we can now further partner with clients in thinking beyond digital marketing and work towards comprehensive marketing and growth strategy. He has joined us at a time when digital transformation is at its peak in India and we’re expanding all-around – in teams, in new geographies, and in clients across industries. His experience across esteemed brands and international markets will power our growth in the coming years”.

    Madison World chairman Sam Balsara said, “In today’s scenario, the real value we can deliver to our clients is the combination of media insights gained over decades, delivered through new media channels. With Saurabh’s movement, we can confidently assure our clients of delivering a holistic digital media strategy.”

    Commenting on his new role, Tyagi said “Digital media has changed the rules of the game. Brands are ready to partner with agencies that bring innovation and agility to the table. I am happy to be joining this high-energy team and look forward to delivering value to our clients”.

  • Advent PR bags Digital & PR communication mandate for Veterans Super League

    Advent PR bags Digital & PR communication mandate for Veterans Super League

    Mumbai: Advent Public Relations, a research-based image consulting PR firm has acquired the mandate for Veterans Super League (VSL), a platform for the Football spirit assimilation among Indian sports enthusiasts. The league is all set to begin its first edition this April in Kolkata.

    The agency will manage the brand’s 360-degree media presence spanning from PR and communications to social media creatives & digital media campaigns and innovations.

    Founded by Valdona Sports Media & Entertainment under the chairmanship of Danish Parvez Khan, the league intends to re-lift the Spirits of Veteran Sportsmen and aims to enable an environment for mentoring and guidance on Football technicalities to nurture talents to take them to a global level, it said in a statement.

    Veteran Super League chairman and MD Danish Parvez Khan said, “Our long-term vision is ambitious, and bearing in mind the agency’s history in building up brands from scratch we felt like it was the perfect partnership. We are excited to see the 360-degree strategy that the agency has in store for us and we plan on making VSL a pan India sports brand with such a successful agency on board. It shall be an exciting collaboration.” 

    Advent PR director Kheman Kumar said, VSL as a platform is built to support and bring back all those forgotten heroes from the sports of football, who lost their shine with time. This is what convinced us about the league and we are confident that as their trusted communication partners we can support them in this vision and help them meet their goal, he added.

  • Bank of Baroda onboards cricketer Shafali Verma as Brand Endorser

    Bank of Baroda onboards cricketer Shafali Verma as Brand Endorser

    Mumbai: Continuing its association with ace athletes and sportspersons, Bank of Baroda on Tuesday announced Indian cricketer Shafali Verma as its brand endorser.

    “We continuously support the youth of the country through various banking and non-banking initiatives and this announcement reflects the Bank’s ethos of adding value to its customer experience by choosing youth-icons like Shafali to inspire them. Her personality resonates grit, determination, and dependability which reflects the Bank’s brand ideologies,” said Bank of Baroda MD and CEO Sanjiv Chadha.

    Verma became the youngest woman cricketer to play for India in her debut game against South Africa. “She brings in a natural connect with today’s youth, especially women and she exuberates sportsman spirit and qualities on and off-field,” said the bank in a statement. The top-order batswoman is currently playing across all formats for India.

    “I am humbled and proud of being associated with an institution whose legacy is more than a century old. I personally connect with the Bank’s forward-looking vision and its futuristic approach in all spheres of banking and technology,” Verma said.

  • Gaana surprises listeners with new feature ‘AutoQueue’

    Gaana surprises listeners with new feature ‘AutoQueue’

    Mumbai: Music streaming app, Gaana has unveiled its latest product feature ‘AutoQueue’ that promises to offer personalised music listening to its users.

    The newly introduced feature is powered by a machine learning algorithm that factors the probability of songs being heard together (past behavior) as well as similarity of music, tempo/bpm, etc to predict possible songs a user would like to hear after they have manually played one song. The algorithm analyses thousands of signals and data points to come up with personalised song suggestions.

    The feature enables consumers to hit up a song and indulge in seamless streaming while Gaana plays similar songs on its own. The benefit is that it will dramatically reduce the time spent in manual searching & solves the problem of “listener’s block” (where one struggles to think of the next song to play). Autoqueue also makes the discovery of new music easier, as listeners get served apt songs they might not know of on their own.

    Gaana CEO Sandeep Lodha said, “In the last year and a half, audio streaming has played a major role in people’s lives and consumption is on the up. With AutoQueue we are going one step further to hyper-personalise each user’s app experience making it effortless to listen to great music. The feature is born of Gaana’s user research & tech capabilities and gives personalised endless background track to the lives our users live in the foreground.”

    The brand has also released an ad film to communicate the ease & joy of music listening with AutoQueue. The lighthearted commercial shows two girls going for a short drive that turns to a never-ending long drive, as Gaana AutoQueue keeps playing surprisingly apt songs that they love.

  • OZiva says challenges stereotypes in new ad film #BeYourOwnMan

    OZiva says challenges stereotypes in new ad film #BeYourOwnMan

    Mumbai: OZiva, plant-based nutrition, and wellness brand has launched a social experiment film #BeYourOwnMan challenging the stereotypes that Indian men face with respect to their mental health and wellbeing.

    The experiment is an attempt to highlight the popular misconceptions plaguing men’s health that often go untended. According to the survey conducted by the brand, at least 51 per cent of men equate being healthy to ‘just feeling’ fit while 27 per cent of them feel embarrassed to openly speak about mental and physical health. The global statistics also show that on average, men are dying five years earlier than women and men account for a whopping 69 per cent of the total number of suicides, said the brand in a statement.

    OZiva co-founder Aarti Gill said, “The importance of good health cannot be defined by genders. However, we are seeing a huge divide in the way health is perceived by men and women. At OZiva, we want to empower every individual to be healthier and better in every way. Whether men or women, physical and mental health should always be a priority. And we are hoping to open more conversations and also encourage men to seek help when needed as there is no shame in prioritizing health.”

    According to the brand, the social experiment film will help by working on multiple levels to permeate the idea that it is essential for men to take care of their physical and mental wellbeing. It plunges deep into the intricacies of men’s psyche and attempts to understand their various mental and physical concerns. The film uses a simple insight that men rarely shy away from boasting about their scars- whether it’s a childhood scar from a cool mischief story or the one they got as teenagers while playing. In fact, they wear these stories like a badge of honor! But when it comes to sharing or talking about scars that are not really visible, their mental and physical health, there is a lot of hesitation, fear, and embarrassment as well.

    The film aims to break the stereotype of what it means to be a man by encouraging every man to #BeYourOwnMan and tell them it’s okay to speak up about health and get help when needed.

  • GUEST COLUMN: Paradox of Choice – How to influence consumers to pay attention to your brand

    GUEST COLUMN: Paradox of Choice – How to influence consumers to pay attention to your brand

    Mumbai: Twenty-four hours in a day and a zillion media choices to be made! This is the new regular day in the life of a consumer.

    From numerous apps to dime a dozen platforms along the consumer journey, audiences and advertisers are facing a present-day that is rife with limitless choices. Why? But of course, thanks to the internet, data, technology, and personalisation – things we have all become accustomed to. But there is a subtle undercurrent these trends ride on the back of – a paradox of choices!

    The internet has increased connectivity, and penetration is only expected to scale higher with time. The pandemic is accelerating pre-existing industry trends and altering consumer behaviours. In the context of the visual culture, we live in, courting the consumer with packaged and positioned choices is the first step, in the series of many, on the path to forging long-term relationships with them. And this journey is full of the subtle art of choosing.

    Evolving M&E landscape

    With the growth of the Indian digital segment, Television, online video, and social media are emerging as the top entertainment media. According to IBEF, internet browsing has gone up by 64 per cent with increased uptake of news, music, and AVGC. There is a marked shift from offline to online consumption for news with 45-minutes to an hour spent on news on social media and apps.

    Content to Commerce is the new consumer purchase journey. With cumulative time spent over two and a half hours per day, Indians are flocking to their social media accounts and consuming content in genres of news, comedy, the art of cooking, and culture. Then there is influencer-led content and shoppable ads here to delight consumers through the journey of content consumption across social channels.

    OTT Triggered Growth

    OLV and OTT platforms have witnessed a meteoric rise as the new entertainment destination. As per a report by Deloitte, popular platforms have garnered a 45-55 per cent increase in paid subscriptions after the outbreak of the pandemic with audiences spending 95-minutes daily on OTT channels. Rising demand for content and affordable subscription packages has triggered this growth. AVOD segment is anticipated to grow more by 2025. Vernacular adoption has also been accelerated during the pandemic and the momentum is here to stay with more than 13 per cent growth as compared to pre-Covid-19 levels, mostly from the hinterland of India.

    E-commerce Search Engines

    E-commerce and social apps are changing how consumers discover new products. Influencers have emerged as the new brand ambassadors and have evolved as a new marketing channel from discovery to conversion. Video commerce and social commerce are key and emerging conversational commerce-enabling brands are driving their D2C model through messaging apps like WhatsApp that the consumer is already acquainted with and uses extensively.

    The influx of short-form video apps is a testimony to this growth. Current statistics show that Indians spend five times more time on homegrown short video apps than global Instagram reels and YouTube shorts. Apps like Trell, Chingari, Sharechat, Roposo, etc. trail only Google and Facebook ecosystem in terms of time spent by Indians. Voice-based technology is breaking the literacy barrier in India. Searches on voice are expected to grow to 50 per cent, a 10x Increase in multilingual voice assistants is expected.

    All of the above trends indicate that the touchpoints to expose a probable consumer to a product have exploded. Meticulous decisions are required by industry mavens to validate the choices they make on one end. On the other, the consumer is scavenging for informed, yet simple choices to make better decisions, faster.

    For instance, at OMD, we balance the act with attention planning. In a world that is chaotic with choices, brands and advertisers need to be present on platforms their audiences are – adapting to consumer sentiment, being nimble, and providing a media mix of digital solutions to brands not hinged on a tall order but realistic metrics – distinctive packaging to cut through the clutter with creativity. After all, with the impact that the pandemic has had on inventory and ad rates, 2022 in the advertising world is going to be more about influencing the consumer to pay attention to your brand versus competitors and the journey will be interesting.

    (Sulina Menon is the chief client officer at OMD India. The views expressed in this column are personal and Indiantelevision may not subscribe to them.)

  • Godrej Ezee and Gul Panag join hands for ‘Ezee Hugs’

    Godrej Ezee and Gul Panag join hands for ‘Ezee Hugs’

    Mumbai: Liquid detergent brand Godrej Ezee has joined hands with actor entrepreneur Gul Panag for its campaign ‘Ezee Hugs’ under which it helps underprivileged children prepare for winters by distributing free sweaters.

    To flag off the initiative, Gul Panag met the kids in New Delhi and distributed new sweaters amongst them. As part of the initiative,  Ezee and Gul will jointly distribute more than 4000 sweaters across North India.

    Godrej Consumer Products Limited (GCPL) CEO – India & SAARC Sunil Kataria said, “Ezee Hugs began in 2011, and has grown over the years with the support of multiple stakeholders. This year, we are pleased to partner with Gul Panag who is known to take up causes that matter. Our intent is to not just donate sweaters but also bring the attention of more people on this issue. We want to ensure that no underprivileged child suffers due to lack of appropriate means to keep themselves warm.”

    While speaking about her association with Ezee Hugs, Gul Panag, said, “From health impact to school attendance, the impact of cold weather on kids with no proper woolen wear is significant.  Yet, there are fewer initiatives or people talking about it. Ezee Hugs is one such initiative that has stood strong and made people aware of this issue for over 10 years now. This is why I chose to partner with Godrej Ezee so that we can reach out to more people and ensure no underprivileged kid has to be without woolens.”

    Thousands of underprivileged, school-going children across the Northern belt, bear the harsh winters without the warmth of woolens. Through this social good campaign, Godrej Ezee wanted to build awareness about this hardship and help alleviate it by urging people to donate their woolens for children.

  • Enormous melts hearts in new Christmas film for Winkies

    Enormous melts hearts in new Christmas film for Winkies

    December: People’s lives were impacted by the Covid-19 epidemic, particularly those who owned small businesses. Enormous’ new animated Christmas film for Winkies is dedicated to all individuals who have suffered at work in the past year, as well as those who have helped them get through it. 

    The three-minute animated film shows how a barbershop faced closure due to the pandemic. The film reflects the struggles people had to undergo during the pandemic and celebrates how small actions helped save businesses. #BoroDinBoroMonn which is about sharing joy and cheer during Christmas is also the essence of the brand.

    Switzindia brand manager Rahul Deb Saha said, “The movie demonstrates how Covid-19 affected small business owners, but that as things began to normalise, they were able to celebrate the holiday season. It’s part of a wider idea known as Boro Din, Boro Monn, which is about sharing joy and happiness throughout the holidays and is also the brand’s soul.”

    Enormous managing partner Ashish Khazanchi said, “We thought of dedicating a Christmas film for Winkies to the people whose lives were impacted by the epidemic and to all those who helped them get through it when we were producing it. We are ecstatic to be able to conceptualise this film, and we hope to provide joy and happiness this holiday season, as well as hope and optimism for 2022.”

  • Hercules Cycles rides with ‘Dabang Delhi Kabaddi Club’ in PKL Season 8

    Hercules Cycles rides with ‘Dabang Delhi Kabaddi Club’ in PKL Season 8

    Mumbai: Hercules, the bicycle brand from the stable of TI Cycles of India has announced its partnership up with Dabang Delhi Kabaddi Club for the Pro Kabaddi League Season 8 as an associate sponsor. The domestic league returned to the field on 22 December after two years.

    “As a sport, Kabaddi involves working as a team, coming together, challenging together, fighting together and winning together, all of which fits into the brand vision of Hercules, that of helping India’s youth explore the power of togetherness,” said the brand in a statement.

    Through this association, Hercules Cycles aim to reach out to the fans of The Eagles, as the members of the club are fondly addressed, as well as the larger game to encourage the tireless pursuit of dreams.

    TI Cycles of India president KK Paul said, “Hercules has always been the bicycle of choice for young boys who wish to discover their spirit of adventure and exploring together with their friends through cycling. In a similar manner, the sport of Kabaddi emphasises team spirit, agility, and focuses on making one’s physique healthier and stronger. With this association, we are on a journey to support that inspiration to pursue their dreams with determination, passion, and swag, relentlessly.”

    According to the head of operations and team manager Omkar Prabhu, Dabang Delhi embodies strength, agility, teamwork, and determination, and in a similar manner, TI Cycles are targeted towards adventurous youngsters who choose to explore and embrace the spirit of adventure. With this association, we seek to embark on a journey that inspires the young generation to pursue their dreams and achieve goals with relentless enthusiasm, he added.

  • Fyp ties up with film ‘83’ to reach out to Gen Z

    Fyp ties up with film ‘83’ to reach out to Gen Z

    Mumbai: Fyp, Neobank for teenagers has announced its association with the film ‘83’ for a cross-promotional deal. The film based on the historic 1983 World Cup win released in theatres on Friday.

    The brand has launched its TVC for the association online as well as on the OTT platforms with the sole aim of introducing the Fyp to newer consumers and induce brand trials. “The association is symbolic of the breakthrough that Fyp aims to bring by raising financial literacy amongst teenagers and helping them become responsible and independent,” it said in a statement.

    “Financial literacy and money management have become an important component of life. At the same time, it is a gap left unattended in our education overall, which results in a lack of confidence in managing finances among young professionals when they first start a job and makes them prone to misguided investment decisions We wish to bridge the financial literacy gap among teenagers by giving them exposure to digital payments and through built-in features in the Fyp app,” said Fyp founder and CEO Kapil Banwari.

    Reliance Entertainment head of marketing Sameer Chopra said with this collaboration, they intend to reach out to all the young film fanatics and inspire them to never give up. “Back In 1983, the Lord’s Cricket Ground witnessed 14 men beat the twice over World Champions West Indies, putting India back onto the cricket world stage. With this association, we hope that the millennials & Gen Z’s always aspire to keep striving for glory,” he added.

    Co-founder of Anee’s Media the agency responsible for the association Deepak Patel said, “It is a bold step taken by Fyp to associate itself with ‘83.’ It will definitely create huge excitement among the teens and the parents to know more about Fyp which will help in amplifying the brand awareness.”

    The film produced by Deepika Padukone, Kabir Khan, Vishnu Vardhan Induri, Sajid Nadiadwala, Sheetal Vinod Talwar, Reliance Entertainment, and 83 Film Ltd released in theatres on 24 December in Hindi, Tamil, Telugu, Kannada, and Malayalam.