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Tag: advertising

  • Govt ad spend on print falls by 54 % in last 3 years

    Govt ad spend on print falls by 54 % in last 3 years

    New Delhi: The government’s expenditure on print advertisements has dropped by almost 54 per cent in the last three years.

    According to the latest data presented in the Parliament, the government had spent Rs 429.55 cr in print advertisements in 2018-19, which decreased to Rs 295.05 cr in 2019-20, and further plummeted down to Rs 197.49 cr during the pandemic in 2020-21. The data was shared by the union minister for information and broadcasting Anurag Thakur during the ongoing monsoon session of the Parliament.

    The ad-expenditure on electronic and digital media has also also recorded a significant drop over the last three years, said Thakur in a written response to a question raised by BJD MP Sasmit Patra. According to Thakur, the Centre spent Rs 514.29 crore on TV ads in 2018-19. In 2019-20, the allocation for ad expenditure on electronic media platforms was slashed to Rs 316.99 crore, which further came down to Rs 167.98 crore in 2020-21.

    All these expenditures refer to expenses incurred by the Bureau of Outreach and Communications (BOC), which acts as an advisory body to the government on its media strategy, and undertakes information, education, and communication (IEC) campaigns of the government through its empanelled media platforms as per the policy guidelines.

    The plummeting ad spends by the government come at a time when the print industry is struggling to survive the pandemic’s severe blow. The print media thrives on advertisement expenditure of industries including e-commerce, automobiles, and finance, which were also impacted by the lockdown. Many businesses ended up pulling out advertisements, as part of budget cuts and also due to a drastic fall in the circulation of newspapers and magazines. The prolonged lockdown restrictions forced several publications to limit the number of pages, shut their editions and resort to layoffs.

    Last year, the Indian Newspaper Society (INS) had also raised concerns over the rising newsprint and logistics costs and increasing preference for online content. It had also demanded a 50 per cent increase in government advertisement rates and a 200 per cent increase in the Centre’s spend on print media advertising and an immediate settlement of advertisement bills outstanding to both central and state governments.

  • Godrej Expert Easy ropes in Saif Ali Khan as brand ambassador

    Godrej Expert Easy ropes in Saif Ali Khan as brand ambassador

    Mumbai: Godrej Expert Easy has announced the appointment of Bollywood actor Saif Ali Khan as the brand ambassador for Godrej Expert Easy Shampoo Hair Colour.

    The brand association with Saif Ali Khan will aim to drive penetration and awareness of this offering and shampoo hair colour category. The new product offers a modern and convenient way of hair colouring. Just like shampoo, one simply needs to apply the product on dry hair and in five minutes the entire colouring process is completed, said the company in a statement.

    Godrej Expert Easy has also unveiled a new TVC campaign featuring Saif conceptualised by Creativeland Asia, to highlight the product features and increase visibility of the category.

    “Godrej Expert is India’s first hair colour brand and introduced us to many formats of hair colours. Just like me, the brand has constantly evolved, be it from powder hair colour to rich crème colour and now to a five-min shampoo hair colour. Godrej Expert Easy Shampoo Hair Colour matches my style of keeping things simple yet stylish. The five minute quick and easy application process is my favourite feature,” said actor Saif Ali Khan.

    Commenting on this announcement Godrej Consumer Products Ltd, CEO-India and SAARC, Sunil Kataria said, “Godrej Expert Easy shampoo hair colour, is an innovation in the hair colour category. Through this offering, we are giving a solution to consumers who have time paucity and want to colour their instantly. Simplifying the entire process and achieving a new coloured hair look in 5 minutes is what makes Godrej Expert Easy an innovation. Our partnership with Saif Ali Khan will help us amplify awareness of the category as well as our product across urban and rural markets.”

    Commenting on the new TVC campaign, Creativeland Asia chief creative officer, Anu Joseph said, “Hair colouring has always been a time-consuming, tedious thing that one needs to plan for. And grey hair has always come in the way of one’s style, when there’s a last minute plan. With Godrej Expert Easy Shampoo hair colour, hair colouring can be just as impromptu as your plans. The film, starring Saif, brings to life this insight in a light, banter-filled story between siblings.”

  • Brands pay homage to nation’s martyrs on Kargil Vijay Diwas

    Brands pay homage to nation’s martyrs on Kargil Vijay Diwas

    MUMBAI: As the nation remembered the sacrifices made by the soldiers in the 1999 Kargil War, brands also came up with stirring tributes to mark the Kargil Vijay Diwas on 26 July. The historic day marks the end of the war with neighbouring Pakistan, and the success of ‘Operation Vijay’, which was launched by the Indian Army to reclaim the Kargil peaks captured by Pakistan forces.

    Bharat Petroleum Corporation Ltd

    BPCL in collaboration with renowned writer and lyricist, Manoj Muntashir marked the momentous occasion by paying a tribute to our martyrs through a rousing, moving poem recited by the writer.

    Going a step ahead, Bharat Petroleum also provided Fuel Station dealerships to families of 59 martyrs and Bharatgas distributorships to 32 of them to ensure continuity of a steady life ahead, despite the loss of their loved ones in the war.

    PepsiCo India

    The beverage brand has recently launched a set of limited-edition cans as homage to ‘SherShaah’ of Kargil, Captain Vikram Batra and many other bravehearts, who led India to victory during one of the country’s harshest clashes. The cans are in hues of blue and gold featuring Pepsi’s ‘yeh dil maange more’ slogan, immortalised by Captain Batra.

    The limited-edition cans also feature a QR code, through which consumers will be able to view Pepsi’s tribute to Capt. Batra. The ode is narrated by the Kargil martyr’s identical twin brother, Vishal Batra. Through the video, Batra reminisces about his life with his brother and his tale of heroism.

    “22 years ago, Vikram’s powerful voice rang out over a radio and inspired patriotism in Indians of all ages as he said ‘Yeh Dil Maange More’. Today, ahead of Kargil Vijay Diwas, I am both proud and grateful that Pepsi is taking the story of his selflessness and courage across the country. It was an emotional experience for me to record the ode which is dedicated to my twin brother as it brought back many fond memories of him. I am hopeful that the story of his valour will inspire millions of Indians and remind them of the sacrifices by the brave souls who are on the border, so that we can feel safe back home”, said Batra.

    “‘Yeh Dil Maange More’, a phrase that has always been synonymous with Pepsi, took on a new meaning when Capt. Batra adopted the line as his rallying cry. We are proud to honour the valour and selflessness of Capt. Batra and many other soldiers like him through the new limited-edition cans and a special heartfelt video. This Kargil Vijay Diwas, we are remembering all those brave heroes and saluting their indomitable spirit and resilience,” PepsiCo India said in a press statement.

    Several other brands came up with creatives to mark the day and pay homage and gratitude to the heroes, who guard our borders so we can sleep peacefully at night:

    Tata Green Batteries

     

     

    Cipladine

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Cipladine (@cipladine_in)

     

    Croma Retail

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Croma Retail (@croma.retail)

     

    Bajaj Allianz General

     

     

  • Global cost of TV advertising up by 5%: Zenith

    Global cost of TV advertising up by 5%: Zenith

    MUMBAI: The overall global advertising expenditure is set to grow 11.2 per cent in 2021, according to Zenith’s latest mid-year Advertising Expenditure Forecasts report, released on Monday. This rise will mainly be driven by the exceptional demand for performance-led ecommerce advertising on online video, says the report.

    In fact, the cost of television advertising is up 5 per cent this year on average, well ahead of its one per cent adspend growth rate, led by rapid recovery in ad spend and continued migration of audiences from traditional to digital channels which is fuelling substantial increases in media prices, particularly for television. The volume of audiences reached worldwide via television is, however, shrinking.

    Digital, on the other hand, is growing mainly due to rising audiences and more extensive monetisation, with online video inflation averaging seven per cent, and social media roughly flat, compared to their 26 per cent and 25 per cent respective ad-spend growth rates. Advertising expenditure will total $669 billion this year, $40 billion more than was spent before the pandemic in 2019, as per the report.

    Growth in ad spends is expected to remain robust in the medium term, with 6.9 per cent growth forecast for 2022 and 5.6 per cent for 2023.

    Social media and online video have eclipsed traditional static display, which is forecast to shrink by 15 per cent this year. Overall, Zenith expects digital advertising to grow by 19 per cent in 2021, and increase its share of total adspend to 58 per cent, up from 48 per cent in 2019 and 54 per cent in 2020.

    Most other media are enjoying growth this year, as spending rebounds from the 16 per cent drop in traditional media adspend in 2020. Cinema and out-of-home were the worst affected by COVID-related restrictions, shrinking by 72 per cent and 28 per cent respectively, and will enjoy the fastest recovery in 2021, with respective growth rates of 116 per cent and 16 per cent.

    Radio advertising, which shrank by 22 per cent in 2020, is forecast to grow by four per cent in 2021, while television fell eight per cent in 2020 and is forecast to grow one per cent in 2021. Print will continue its long decline, now in its fourteenth consecutive year, with an eight per cent drop in adspend in 2021. In 2023 adspend in all these media will still be below 2019 levels, though cinema and out-of-home will have made up almost all of their lost ground.

    Audiences continue to migrate online, and online video viewing is growing rapidly, even as traditional television ratings shrink again after a one-off spike when lockdowns began in 2020. Advertisers value online video as a means of maintaining reach while television declines, but it’s an effective form of brand communication in its own right. Demand is strong, although the popularity of subscription-funded video-on-demand has helped limit the supply of high-quality online video available to advertisers. Zenith predicts that online video advertising will be the fastest-growing digital channel in 2021, rising by 26 per cent to reach $63 billion.

    The coronavirus pandemic has accelerated the structural shift in the economy from bricks-and-mortar sales to ecommerce, driving more consumers than ever to research and complete purchases online. Brands have responded by forming partnerships with retailers and creating new direct-to-consumer operations, using performance-driven advertising – primarily in social media and paid search – to lead consumers down the path to purchase. Zenith forecasts that social media advertising will expand by 25 per cent this year to reach $137 billion, overtaking paid search in scale for the first time. Paid search will expand by 19 per cent to reach $135 billion.

    Much of this is new money to the ad market, coming from small businesses that have had to pivot rapidly to ecommerce to survive lockdowns, and from budgets that brands would previously have allocated to retailers to secure physical shelf-space, which they are now spending on display and search ads on retailer websites. The shift to ecommerce will slow down as coronavirus restrictions lift and economies open up again, but won’t go into reverse. Zenith expects ecommerce to continue to pull in incremental revenues to the ad market, driving 13 per cent growth in social media and 12 per cent growth in search in 2022.

    “The online video landscape continues to transform, fuelled by the growth of streaming services and connected TVs,” said Zenith global chief digital officer Benoit Cacheux. “Its continued evolution requires a radical rethink of how to build the optimal screen-neutral reach model. The ingestion of new data sources into TV planning also creates further opportunities to further sync TV and video planning.”

    All regions will enjoy robust ad spend growth in 2021, with Asia Pacific showing a nine per cent growth.

    The US will be by far the largest contributor to global growth in 2021, accounting for 46 per cent of the $67 billion added to the global ad market this year, followed by China with 11 per cent, and Japan and the UK with six per cent each.

    “After a very tough year last year, the ad market is enjoying rapid and broad-based recovery, and will end this year well above the level it achieved in 2019,” said Zenith head of forecasting Jonathan Barnard. “Digital advertising is becoming a more effective tool for brand growth as media and commerce continue to move online, attracting greater investment from large brands and small businesses alike.”

     

  • Rediffusion appoints Suraj Nagappa as digital lead for south

    Rediffusion appoints Suraj Nagappa as digital lead for south

    New Delhi: Rediffusion SmartMedia has appointed Suraj Nagappa as the senior vice president. He will now take over as the agency’s digital lead in the south. Nagappa will be based out of Bangalore, and will also oversee the Chennai market, the agency said on Monday.

    With over two decades of experience in digital media strategy and planning, Nagappa has previously worked with Dentsu International, Dentsu Media, Ogilvy India, Omnicom Group, IPG Media Brands and Mediaturf Worldwide. He was last working with Isobar, a Dentsu agency which he joined in October, 2017. As head of South, he was responsible for generating insights as well as recommendations for different channels (display, SEM, email campaigns) based on data extracted from Google Analytics.

    On his new role, Nagappa said, “Rediffusion is readying a completely new team of domain experts in this space and together we hope to move the needle substantially for brands. There are so many opportunities today to more cost-effectively and cost-efficiently target consumers, which can benefit brands through the right use of tools and digital techniques.”

    Rediffusion joint president, Navonil Chatterjee said, “Suraj has many years of good digital experience. Being based in the hub of India’s Silicon Valley – Bangalore – he is ideally located to access and service all the new age brands coming out from Bangalore.”

  • Madison Media acquires Kolkata-based agency Crow’s Nest

    Madison Media acquires Kolkata-based agency Crow’s Nest

    Mumbai: Madison Media has acquired Kolkata-based full service digital agency, Crow’s Nest.

    Crow’s Nest, a unit of Bengal Internet Marketing Pvt Ltd was founded 14 years ago by Samrat Mukherjee, who carries over two decades of experience in advertising. Under the arrangement, the agency will fully integrate with Madison Digital and operate as Madison Digital Kolkata with Mukherjee reporting to Madison Digital, chief executive officer Vishal Chinchankar.

    Mukherjee said, “With our creative strategy, media and digital content creation strength, paired with Madison’s core of media, data and analytics, we truly believe to deliver the most value to our clients. May new ambitions be laid. May new dreams be hatched. May this new association go miles as the Crow flies.”

    Madison World chairman, Sam Balsara said, “Many companies find Madison to be a good collaborative partner to grow their business independently with our support. A few more collaborations are on the cards in the area of Digital, PR and Creative.”

    Madison Media partner and group CEO Vikram Sakhuja said, “In keeping with our Digital growth acceleration we are thrilled to welcome Samrat and his vibrant Crow’s Nest team into the Madison fold. Not only will Crow’s Nest help grow our overall Digital practice in Kolkata Office, but it will also add considerable heft to Madison’s Social, Content and Creative agenda.”

  • BYJU’S latest ad is a tribute to all parents

    BYJU’S latest ad is a tribute to all parents

    Mumbai: Ed-tech start-up BYJU’S has rolled out a new digital campaign honouring the sacrifices made by parents to build a successful professional career for their children.

    The new campaign – #HonorTheSacrifices went live on the brand’s social media handles on the occasion of Parents’ Day on 25 July.

    Conceptualised by the in-house team and created in partnership with Mumbai-based Dora Digs, the film includes four beautiful stories showing how our parents have always had their children’s backs and never shied away from providing them with any necessary support to achieve our goals.

    The first ad shows how a mother prioritises her child’s needs over hers, even for smaller things, like purchasing a better uniform, over a new saree. And, how a father keeps postponing his plan to buy a new scooter to save money for his son’s dream of becoming a cricketer.

    The campaign attempts to bind the audience with the love and warmth of a beautiful parent-child relationship, while invoking the brand’s philosophy- ‘Proud partner to parents’. It aims to celebrate parents for the selfless commitment and lifelong sacrifice towards nurturing the relationship with their children and always encouraging them to follow their passion.

  • TV ad volumes for June 2021 surpasses 2019, 2020 levels: BARC

    TV ad volumes for June 2021 surpasses 2019, 2020 levels: BARC

    Mumbai: TV advertising continues to remain resilient, despite the onslaught of the second wave of the pandemic. According to Broadcast Audience Research Council (BARC) India’s latest THINK report, the TV ad volume in June, 2021 has surpassed the ad volume recorded during the corresponding period in 2019 and 2020.

    As many as 1,839 advertisers and 3,074 brands chose Television as a medium for advertising in June, at par with 2020 showed the data. In fact, June 2021 recorded a six per cent growth in ad volume compared to the pre-pandemic levels in June, 2019.

    The report titled – ‘TV Ad Volumes Insights – The Mid-Year Analysis’ released on Thursday also found that TV advertising performed much better during the H1 2021 and witnessed a 12 per cent higher growth compared to ad volume in H1 2019. While, the growth was 37 per cent higher compared to H1 2020.

    “Ad volumes for H1 2021 are promising and encouraging for the industry as a whole. The number of active advertisers and brands are also picking pace. Data for the first half of 2021 reinstates that while new advertisers have turned to television for widespread reach, existing ones continue to increase their attention to the medium,” says BARC India, head- client partnership and revenue function, Aaditya Pathak.

    FMCG continues to lead TV ad volume

    There was also a sharp increase in ad volumes from the top three advertisers. “While FMCG continues to dominate by share, the e-commerce category continues to see strong growth year on year. The auto sector has also made a comeback despite the impact of the second wave,” added Pathak.

    FMCG continued to lead the share in H1 2021 with 566 mn seconds, a growth of 40 per cent over H1 2019. HUL, Reckitt Benckiser, P&G, Pepsi have shown maximum growth over previous years. Seven of the Top 10 brands are Reckitt and two are HUL.

    After a dip in June 2020, the auto sector made a strong comeback in June 2021 by registering a growth of 74 per cent. With 3.94 million seconds in June 2021, the auto sector is at par with the ad volumes it registered in June 2019.  More impressively, the sector achieved 128 per cent growth over May 2021.

    Likewise, ad volumes for the Telecom sector almost doubled in June 2021 over May 2021 and has registered 2x growth in June 2021 over June 2019. 

    With 15.4 million seconds in June 2021 alone, ad volumes for the E-commerce sector have registered a whopping growth of 56 per cent when compared to June 2019. Currently at all-time high, the category constitutes a 12 per cent share in the total ad volume pie.

    Building sector registered 30.7 mn seconds of Ad Volumes; a 24 per cent growth in H1 2021 versus H1 2019. ad volumes for the BFSI sector grew by 7 per cent over H1 2019 with 14.5 mn seconds in H1 2021. 

  • Rapido highlights commuters’ plight through latest campaign #NoStressSawari

    Rapido highlights commuters’ plight through latest campaign #NoStressSawari

    New Delhi: Bike taxi platform, Rapido on Wednesday announced the launch of its new digital marketing campaign #NoStressSawari highlighting the struggles commuters face while traveling to work daily in a train, bus, or shared auto.

    The campaign consists of three short films, each 20-second-long which show protagonists preparing for their daily commute struggle. One of them is seen practicing the bus-aasan yoga, while the other two are shown playing musical chairs to increase their agility when the time comes to grab that seat on the metro/local train or a shared auto. It is an analogy-driven concept to show the perils of everyday commute using a humorous tone, to show people that there is an alternative convenient mode of transportation available – Rapido.

    The campaign urges people to re-think their choice of commute and the need to adjust in public transport when they have an alternative. The films show the compromises and the many adjustments one makes while traveling, when they could have easily driven home using the more convenient solution – Rapido Bike Taxi.  

    Rapido, head of marketing, Amit Verma said, “The idea of adjusting for everything has become an Indian norm. Everyday commuters go through harrowing experiences from waiting in line for hours for the next auto or bus to traveling in unhygienic conditions in the local trains. With #NoStressSawari, we want to make commuters aware of the many benefits of availing a bike taxi like convenience, safety, affordability, and navigating quickly through traffic. Our campaign urges people to choose their daily commute smartly, where the seat is theirs alone. We aim to provide safe and affordable transport to people who don’t want to struggle daily to commute and avoid crowded modes of transportation.”

    The campaign and storyline were conceptualised in-house, the script was written by Enormous Brands and brought to life by Magixengage.

    Rapido has announced a $20 million budget for this year’s bullish focus on its marketing efforts. With commuters going back to work and in need of a convenient commute option that is safe and affordable, Rapido plans to bring awareness to Bike Taxi’s benefits as a commute option. The idea is to let people know that the bike taxi offers one of the most convenient, and affordable transportation options in the current times compared to the public transportation options available, it said in a statement.

  • Dentsu International appoints Fred Levron as global chief creative officer

    Dentsu International appoints Fred Levron as global chief creative officer

    New Delhi: Dentsu International on Tuesday named Fred Levron as the company’s global chief creative officer.  In his new role, Levron will lead the network’s holistic creative agenda and its portfolio of creative agencies worldwide. He will join the company on 1 November.

    Levron will build on dentsu international’s current capabilities and storied Japanese creative roots and will be responsible for the network’s creative product and accelerating creativity across the entirety of dentsu international’s Creative, Media and CXM agency brands, as it transforms to become the most integrated network in the world, said the company in a statement.

    Levron joins dentsu from FCB where he served as worldwide creative partner. Prior to FCB, he was part of the leadership team at CAA Marketing, the four-time Emmy winner entertainment agency based in Los Angeles. He also held several positions over his ten-year tenure at Ogilvy Paris where he helped transform the agency into a global creative powerhouse. 

    dentsu international, global CEO, Wendy Clark said, “Fred has one of the most lauded portfolios and creative reputations in the business. His appointment accelerates and emphasizes the importance of creativity as the hallmark of everything we do. I’m counting down the days until he joins.” 

    Levron was recently recognised as the top chief creative officer globally by The Drum publication global ranking in 2020 and The One Club global ranking for two consecutive years in 2020 and 2021. He has won close to 200 Cannes Lions including 13 Grand Prix and 46 Gold, three Black Pencils at D&AD, and more than 2000 international awards.

    “My entire career has been driven by the ambition to transform the agencies and network I was part of and build brands and businesses through the power of modern creativity. Today, I’m so excited to start this new transformation journey as I’m joining Wendy and dentsu’s 45,000+ employees. We have the opportunity to build a unique creative company that brings creativity, tech, data, media, entertainment, and commerce together to become the most attractive place for talents out there and the most relevant partner for the biggest brands,” said Levron.