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Tag: advertising

  • HUL top advertiser in week 46: Barc

    HUL top advertiser in week 46: Barc

    Mumbai: FMCG firms beginning with Hindustan Lever Ltd dominated the top-10 advertiser list in week 46 (13 to 19 November) according to Broadcast Audience Research Council (Barc) data. Recorded ad volumes for the company stood at 4486.09 (‘000s). Reckitt Benckiser (India) Ltd was second at 3462.72 (‘000s).

    Ponds India which usually languished at one of the last five spots was at number three in week 46. Entering into the winter season, the beauty and personal care firm stepped up the game to deliver ad volumes of 1020.95 (‘000s).

    Cadbury’s India Ltd, Brooke Bond Lipton India Ltd, Godrej Consumer Products Ltd, Colgate Palmolive India Ltd, Procter & Gamble, Coca Cola India Ltd, and Lakme Lever Ltd followed, in that order.

    Other than Horlicks at the top spot (397.9), the brands list looked very different with Veet Men Hair Removal Cream, Lizol, Ultratech Cement, and Fanta (new entrant) at the second to fifth positions. Ultratech Cement debuted last week at number eight.

    Long-time leader Dettol Toilet Sopas slipped to the sixth slot, Dettol Antiseptic Liquid was eighth, and Dettol Foaming Handwash at tenth. At number seven and nine were Harpic Power Plus 10X Max Clean and Clinic Plus Shampoo, respectively.

  • GUEST COLUMN: How video marketing drives maximum conversions

    GUEST COLUMN: How video marketing drives maximum conversions

    Mumbai: The rapid growth of TikTok globally, as well as Instagram releasing ‘Reels’ over the last couple of years, is a testament to the rise in video consumption, with users preferring to watch short video clips on their mobile devices.

    These short clips, referred to as ‘snackable content’ are often shared by users on their social feeds as well as via messaging apps such as WhatsApp, Facebook Messenger, WeChat, etc. Most large brands have been quick to understand the importance of creating snackable video content, as part of their overall marketing efforts and have been leveraging this trend for quite some time, with 93 per cent of marketers saying that it is an important part of their marketing strategy.

    What is Video Marketing?

    Before we discuss video marketing, let’s take a step back and understand today’s consumer, who spends a good part of his/her day on mobile device. Right from checking the news, to social feeds, connecting with friends and family, to shopping & entertainment, their life revolves around their mobile phones. This offers brands a plethora of touchpoints to reach out to them, via search engine marketing, through ad placements on popular websites, and promoted ads on social feeds based on their interests.

    Coming back to the consumer, they are well aware of the ‘techniques’ used by marketers to gain their attention, which makes them look at alternative ways to understand which is the right product for them. Here’s where online influencers and other ‘word of mouth’ marketing plays an important role. Consumers are more likely to trust a product if it has been recommended by a friend or by someone she trusts. This is why, brands have been tapping popular influencers to create content featuring their products. This is manifest in the form of videos featuring product reviews, unboxing, how to use, etc.

    Why is video marketing important for brands?

    Gone are the days when brands can simply create a ‘360 Campaign’ and expect it to deliver the goods. While certain brands, especially in the beauty and lifestyle space see merit in associating with celebrities to endorse their products, from the consumer’s perspective, this only helps in driving awareness of the advertised product. Consumers would still want to know what others say about the product, read the reviews on online marketplaces, see comparisons between different products before putting down her money.

    Here’s where video marketing comes in! By reaching the consumer while he/she is scrolling through the social feed, or when he/she searches for a solution either on YouTube or on a search engine, video marketing enables brands to build a stronger connection with the consumer.

    Brands can reach out to consumers at different stages in their consumer journey by creating specific video content, which addresses these stages. In fact, as per research, 96 per cent of users have watched an explainer video to learn more about a product or service. What’s more, unlike brand films or TVCs, these videos are affordable to produce and brands can easily create a series of videos without breaking the bank!

    How does video marketing enhance conversions?

    As per a consumer survey on how they’d like to learn about a product or service, 69 per cent users said they’d prefer to watch a short video, in comparison to 18 per cent who’d rather read a text-based article, website or post, or just four per cent who’d like to view an infographic.

    The best part of video marketing is these videos help brands to make that all important conversion, by providing links to the brand website or brand store on marketplaces. These links can be embedded at the end of the video, can appear as a call-out at the bottom of the video and can also be placed in the video description, along with other relevant links to the brand’s website, social media pages, etc., thereby building the trust factor.

    According to a research by Wyzowl, 94 per cent of marketers say video has helped increase user understanding of their product or service, while 84 per cent say video has helped generate leads.

    (The author is creative director at BC Web Wise. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them)

  • October records highest TV ad-volume in 2021

    October records highest TV ad-volume in 2021

    Mumbai: Riding high on the festivals and sports events, the total ad volume on Television was recorded to be the highest in October, according to the data released by Broadcast Audience Research Council (Barc), here on Tuesday.

    The total ad volumes for the month of October 2021 stood at 178 mn seconds, the highest for the year. According to the data, the volume is 11 per cent higher than that of October 2020 and 23 per cent higher than October 2019. The total number of advertisers stood at 2851 and brands were 4,624 for October 2021, out of which 22 per cent were new advertisers.

    “Television advertising continues to grow peaking at 178 million seconds in Oct 2021, the highest for the same period over the last three years. Backed by festivities and sporting events, these numbers have reinstated a strong positive sentiment amongst marketers,” said Barc India head-client partnerships and revenue function Aaditya Pathak. “New advertisers and brands continue to ride this growth wave and place their trust in the medium given its reach. Ad volumes for the Dussehra week grew by 13 per cent over the previous four weeks and by 25 per cent over 2019. The number of new advertisers and brands was also the highest for this period.”

    FMCG leads the charts

    While ad volumes for FMCG dominated the charts, e-commerce and BFSI sectors have recorded a record growth of 97 per cent and 98 per cent respectively, against October 2019, which is highest amongst other sectors.

    Ad Volumes for the Auto sector also showed a positive curve with a growth of three per cent over 2019. The Retail sector grew by 127 per cent, Durables by 297 per cent and Personal Accessories by 157 per cent, over the start of the year, January 2021.  As a positive sentiment in the construction sector, ad volumes for the ‘Building Equipment’ category posted a 23 per cent growth in Oct 2021 over Oct 2019.

    As per the data, Dussehra Week 2021 witnessed 13 per cent growth in Ad Volumes over the previous four weeks and 25 per cent over 2019. The number of Advertisers and Brands during the Dussehra week 2021, is the highest as compared to previous years; 18 per cent more than the previous four weeks.

    Bhojpuri language dominates

    Ad volumes for Bhojpuri language during the festive period were at an all-time high in 2021, recording a growth of 111 per cent compared to the same period in Oct 2019. Apart from Bhojpuri, Punjabi ad volumes has also recorded a 52 per cent growth over Oct 2019, while the growth percentage for Telugu and Marathi languages was 33 per cent and 35 per cent respectively.

  • Dermalogica signs on actor Neha Dhupia as its first-ever brand ambassador

    Dermalogica signs on actor Neha Dhupia as its first-ever brand ambassador

    Mumbai: Dermalogica, the professional skin care brand from the Hindustan Unilever portfolio has roped in leading film actor, and former Miss India Neha Dhupia, as its first-ever brand ambassador.

    “Dhupia was the perfect choice as the face of the brand. Committed to healthy skin while embracing one’s natural skin type and texture, she aligns with the brand’s values,” said the brand in a statement.

    Dhupia will appear in the digital advertisements of the brand as well as play an active role in Dermalogica India and social media campaigns.

    Unilever – ProBeauty Brands head Pushkaraj Shenai, said, “Dhupia has been an ardent Dermalogica user for nearly two decades. She has regularly consulted our team for skin care treatments and solutions. So, when we thought about an ambassador who trusted and lived by the values of Dermalogica, she was the natural choice. Dermalogica will now accelerate education and assure our consumers their healthiest skin ever with result-oriented treatments and products. We are truly excited to have Neha join us in this mission.”

  • magicpin goes on the front foot with #SavingsBachhonKaKhelNahi

    magicpin goes on the front foot with #SavingsBachhonKaKhelNahi

    Mumbai: Savings app Magicpin has come up with a new commercial on the merits of choosing your neighbourhood retail store over online channels for a better shopping experience and better savings.

    The new TV commercial created by Songfest India provokes viewers by highlighting aspects of online shopping vs the going out and shopping experience. From the right fit to instant delivery, to making great savings, the offline experience is second to none.

    The TVC features the inimitable Vijay Raaz as the common man who talks straight, and brings to life the smart Indian who is sick of empty promises, tall claims, millions of paper points and online deliveries that don’t fit. He wonders about the need to go through this trauma when a quick walk to the nearest shop will solve this dilemma in a jiffy.

    magicpin head of content Karanjeet Kaur said, “How many times can you poke a finger in the eye of giants and get away with it? That’s the question we set out to answer with our latest TVC-led campaign. After the viral success of our ‘The Bread ad’, we knew we had to level up. So we adopted the route of provocation once again, but focused squarely on the joy of stepping out and shopping at local brand stores. And Vijay Raaz – with his image as an everyman with a bullshit-free approach to life – was the perfect choice to deliver the message… again.”

    The TV campaign has already registered responses from over 54 lakh views spread across YouTube, Twitter,Instagram Post, LinkedIn and Instagram Reel, said the brand.

  • Cadbury 5 Star sends a message to Gen Z through its campaign, ‘Do Nothing’

    Cadbury 5 Star sends a message to Gen Z through its campaign, ‘Do Nothing’

    Mumbai: Mondelez India’s iconic brand Cadbury 5 Star is back with a new campaign that extends its ‘Do Nothing’ proposition. Taking another step ahead, the brand has launched NothingCoin, a new form of currency that gets mined while you do nothing. With no expensive hardware or large investments needed, NothingCoin challenges the traditional notion of how only hard work helps people earn.

    “Gen Z today is in a constant hustle mode list – right from balancing their studies, finding a job, having an active social life to worrying about their investment plans. We truly feel they deserve some downtime and perhaps a much-needed digital detox,” said Mondelez India senior director Anil Viswanathan. “The introduction of NothingCoin is our attempt to inspire them to take a break in the most engaging and rewarding manner.”

    This campaign attempts to reiterate Cadbury 5 Star’s brand persona of being witty and speaking in a language that excites the youth. In this latest communication, the brand is talking to today’s youth who are digital natives and hardly remember a time without smartphones, the internet, and social media. Comprising of college-goers and first-time job seekers with action-packed schedules, they are hardly left with time in their hands to simply relax and do nothing.

    The idea of the activation is that consumers can mine this coin by buying a Cadbury 5 Star, scanning the QR code, and logging onto the NothingCoin mining website. After following basic steps, the consumer must do nothing and keep his phone aside to let the website mine NothingCoins for them. On mining coins, the consumer can redeem exciting offers from the Cadbury 5 Star online mall linked with the website which has products from Souled Store or they can even redeem the coins for JioMart vouchers.

    “For the always-on generation, 5 Star’s NothingCoin is a smarter way to take a much-needed digital break, do nothing, and yet get rewarded. And what made the idea zanier was opening an actual bank which encouraged people to mine NothingCoins by simply doing nothing,” said Ogilvy India chief creative officer Sukesh Nayak.

    The launch is being supported by a 360-degree integrated marketing communication, including digital films, innovative outdoor, and influencer-led activation. As part of the outdoor activation, the brand has taken a spin on traditional bank setups and built a branch at Nariman Point in Mumbai wherein consumers can visit this bank, grab a Cadbury 5 Star, sit, and do nothing to mine more Nothing coins on our website. The bank has a loans counter, an ATM, and investment schemes with quirky messages that ask the consumer to do nothing.

    “This time we wanted to take #DoNothing to the next level with another seamless integration of technology and creativity & reward the millions of 5 Star consumers. We didn’t just stop at creating a virtual destination for mining of #NothingCoins, but also a physical location in the form of the #NothingCoin Bank, which is open for everyone to experience and of course, earn by #DoingNothing,” said chief client officer and office head, west, Shekhar Banerjee.

    The brand also did an online poll with the youth on where they would like to spend their NothingCoins – Paytm won the Instapoll. To get Paytm’s attention, 5 Star projected a funny banter message on PayTM’s Noida office which resulted in Paytm playing along and announcing that they’ve decided to start accepting NothingCoin too.

  • International Men’s Day: Brands challenge stereotypes, start conversation on mental health

    International Men’s Day: Brands challenge stereotypes, start conversation on mental health

    Mumbai: “Real men don’t cry. Real men are tough, real men don’t seek help, real men are self-sufficient. Be strong. Be a man.”

    When it comes to gender-based stereotypes, it’s not just women, but men who also become victims of rigid and deeply entrenched cultural expectations. We live in a society where the identities and roles of individuals are often linked to their gender. That’s why it’s important to question these biases and normalise conversations around positive masculinity and manhood.

    This International Men’s Day, that’s what several brands did as they raised awareness on men’s issues that are normally brushed under the carpet.

    Man Matters

    The home-grown digital health platform for men launched a digital campaign #MenDontTalk. The brand roped in Mirzapur fame actor Divyenndu Sharma to encourage men to speak up and start conversations around their health and well-being. The digital film executed by Spring Marketing Capital addresses how socially recognised ideas about masculinity are proving painfully slow at changing the mindset. The archaic concept of ‘Alpha’ is compelling men to impose self-enforced silence on issues related to mental health, medical problems, intimacy, and other struggles. The campaign seeks to break this unhealthy cycle of stigma and urges men to open up and normalise conversations around one’s wellbeing.

    The campaign also sheds light on statistics revealing that 28 per cent of men don’t seek medical help for mental health conditions while 35 per cent wait more than two years or have never disclosed a mental health problem to a friend or family member. As per another recent survey conducted by a brand, over 80 per cent of the men do not express their emotions for the fear of being judged or getting embarrassed in front of their peer group.

    Bombay Shaving Company

    The men’s grooming brand celebrated International Men’s Day by rolling out a campaign video #AllGuysAreTheSame. The video highlights archaic generalisation and preconceived notions about men and their emotional, behavioural, and social orientation, which results in all men being boxed into the same labels.

    The campaign conceptualised and developed in-house by the Bombay Shaving Company team tries to get close to the truth by interviewing nine men and eight women and asking them revealing questions about men. The difference in the unfiltered and heartfelt responses of these men and women highlight the misconceptions about men in our society, revealing that ‘all men are not the same’. Amusing yet thought-provoking, the film reveals some home truths about men, their struggles, insecurities, vulnerability, and stacks of self-doubt.

    SBI General

    SBI General highlighted the important and diverse roles that men play in our lives. From being a responsible sibling to a dependable husband and caring father and a son, it’s the little things men do that make them the original providers of ‘Suraksha aur Bharosa dono’ for their loved ones. The campaign by Tonic Worldwide emphasise the struggles men go through while safeguarding their families, even as they ensure to provide Suraksha and Bharosa.

    Mankind Pharma

    The importance of starting a conversation about positive masculinity can go a long way in shaping the gender notions for the coming generations. It is equally crucial to call out toxic masculinity when one sees it. Society is often guilty of turning a blind eye to a man’s not-so-gentlemanly behaviour under the guise of tropes like ‘Men will be men’.

    This International Men’s Day, Mankind Pharma tackles this unpleasant, difficult but more relevant than ever subject through its campaign  #NahiChaltaHai. It encourages people to educate themselves and be aware of the behaviours that can be uncomfortable and are downright wrong. The video featuring actor Adil Hussein urges us to talk with the men and growing boys around us to tell them about the acts that are unacceptable while promoting gender equality and improved gender relations to create a safe and better world for everyone.

    Kotak Mahindra

    The bank paid a sweet tribute to different roles played by a man in easing the lives of their families with a social media post that goes: “Thank you for loosening the tight jars, reaching the top shelves of the cupboards, being our go-to heroes, and helping us be our best selves every day”

    Onsurity

    The homegrown digital monthly employee health benefits subscription platform for SMEs & start-ups has launched a digital-first campaign #ManItsOk to mark International Men’s Day. The campaign encourages men to be vocal about their emotions and express themselves, driving the core messaging that it’s perfectly ‘OKAY’.

    The #ManItsOk campaign will run for a week, starting from 18 November to 25 November kickstarting with a social story campaign encouraging men to share stories that resonate with the theme, leading to a weeklong employee and their family engagement initiatives.

  • Galaxy teams up with actor Shruti Haasan for its new campaign

    Galaxy teams up with actor Shruti Haasan for its new campaign

    Mumbai: Chocolate brand Galaxy from the portfolio of Mars Wrigley has launched its new campaign starring actor and playback singer, Shruti Haasan.

    With the new brand proposition, ‘Chocolate so smooth, pleasure lasts’, the brand has tried to innovate and localise for Indian consumers using the Galaxy global signature recipe.

    The new ad film urges the audience to pursue their passion and choose pleasure for themselves. In the ad film, the actor is feeling swamped and exhausted with work, when she chooses to take a break and picks up Galaxy chocolate from her table. It is when Haasan eats a piece of chocolate that she experiences a shift in her mood. Feeling enthused she reaches for her drum sticks and begins to play. It is at this moment that her surroundings change, and her energy and mood reflect in the room through wonderful color trails and ripples depicted in the film. The film ends with the voice-over that says, ‘Chocolate so smooth, pleasure lasts’.

    The film has been released in seven languages including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi & English.

    “We are delighted to embark on the journey of launching a made in India portfolio with the global signature recipe giving an elevated chocolate experience to consumers in India. And Shruti Haasan seamlessly reflects the brand persona,” Mars Wrigley India director-marketing Varun Kandhari said. “For over 60 years, Galaxy has helped consumers enjoy an unmatched consumption experience that helps them escape the monotony of daily life and this is depicted in the film.”

    Sharing her experience on the association, Shruti Haasan said “We often get so occupied with our daily tasks and deadlines that we forget the things that make us truly happy. For me, music has always been an important part of my life – it makes me more confident and content. The new campaign brings together my love for chocolates and music, and I love the way it has been portrayed.”

    On the campaign, AMV BBDO, said, “In a fast-paced world where pleasure is often an afterthought or a frowned upon indulgence, this spot, under the masterful eye of Bharat Sikka, seeks to reconnect with it while holding Galaxy center stage.”

    The new campaign comes further to the announcement of the first local production unit for Galaxy in Pune.

  • MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    Mumbai: AI-driven on-demand healthcare service- MFine has launched its latest campaign that puts forth its ideology of ‘best way to cure health is through care’ in an entertaining yet effective manner. Conceived by Mullen Lintas Bangalore, the campaign highlights the ease of getting all the medical tests at home, and how a healthcare app ensures that people get adequate care at their doorstep.

    The campaign uses two memorable and much-loved characters from an earlier popular ad campaign for a food delivery app – a husband, played by Naresh Gosain, who is a foodie at heart, and his wife who is a watchful guardian and keeps him from consuming anything sweet.

    In one film, the husband furtively opens the refrigerator door to satisfy his urge to eat sweets and instead finds out that he is due for a lab test from MFine the next morning. In the second film, the doorbell rings and the husband gleefully springs to open the door in the hope of getting his food. Contrary to his expectations, he finds a phlebotomist waiting outside to collect his lab test sample. Both the films emphasise the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

    Mullen Lintas CCO Garima Khandelwal said, “Popular culture is best created or second-best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over-emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The aunty gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

    “Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple,” MFine founding member and chief business officer Arjun Choudhary said.

  • Redcliffe Labs onboards Gautam Gambhir as brand ambassador

    Redcliffe Labs onboards Gautam Gambhir as brand ambassador

    Mumbai: Redcliffe Labs, also known as Redcliffe Life Diagnostics has announced Gautam Gambhir as its national brand ambassador to promote the access and right to good health amongst all Indians.

    “Gambhir is among the most-admired Indian cricketers and is an embodiment of good health. Thus, he would be the perfect harbinger to make people aware of the role of regular diagnostics in ensuring good health,” said the brand on Monday.

    Redcliffe Labs founder Dheeraj Jain said the company is delivering on its mission by doing home sample collection from our collection centers, online consultation, building labs across India that are digital-first. “With Gautam as part of the team, we intend to educate people about the benefits of getting regular health checkups and how such check-ups cover almost a hundred tests that can help prevent fatal diseases if diagnosed in time,” he added.

    “The second wave of the pandemic has been an eye-opener and now it is time to change completely towards preventive health,” said Gambhir elaborating on the association. “Redcliffe’s core focus is to build on this and provide routine health test packages to all fellow Indians no matter what. It is set to make real disruption and I am with them to reach every possible pin code of Bharat and give real access to healthcare and diagnostics.”