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Tag: advertising

  • Facebook to start testing ads on Instagram Reels

    Facebook to start testing ads on Instagram Reels

    New Delhi: Social media giant Facebook Inc said on Thursday that it will begin testing advertisements on Instagram Reels in India as it aims to expand revenue from its short-form video feature. It will also launch this feature in a few other countries including Brazil, Germany, and Australia.

    The social media platform plans to cash in on the popularity of Instagram Reels in India — a fast-growing social media market. 

    “The introduction of ads is an indication of how strong the momentum is for Reels,” said Facebook vice president – global business group Carolyn Everson. “It is a big deal for marketers.”

    Facebook plans to test other features in India, such as letting content creators share Reels videos on their Facebook accounts, according to a report published by Reuters. As with other content on Reels, ads can be up to 30 seconds long and users can choose to skip the ads.

    The Mark Zuckerberg-owned tech behemoth also announced that it will let advertisers select categories of video content they want to place ads on, such as videos about children and parenting, animals and pets, or fitness and workouts. Advertisers typically use Facebook to target certain users by their interests.

    In addition to this, the social networking platform will begin testing sticker ads for Facebook Stories. Brands can create stickers that creators will place in their Stories, and influencers will earn a cut of any sales made through the sticker ads.

    According to government data, India has as many as 41 crore Facebook users and as many as 21 crore people who use Instagram.

  • Sanchita Roy takes over as head of strategy at Havas Media Group India

    Sanchita Roy takes over as head of strategy at Havas Media Group India

    Mumbai: Havas Media Group India has strengthened its leadership team with Sanchita Roy taking over as head of strategy on Thursday.

    Roy had joined the group as head of west to manage the overall Mumbai operations in 2020 and carries over 19 years of experience in media planning and strategy. 

    In her new role, she will be responsible for driving the growth strategy for Havas Media Group India and leading strategic investments for its clients. Roy will continue to report to Havas Media Group India CEO Mohit Joshi, the global media agency said.

    Roy comes with a vast experience in FMCG, telecom, tourism and auto having worked across key global businesses such as Unilever, J&J, Beiersdorf, SC Johnson, Reckitt, AB InBev, Nissan, Tourism Australia and Vodafone, and domestic businesses such as Parle Agro and Berger Paints to name a few.

    In her previous role, she was heading the strategy function for Omnicom India across both agency brands, OMD and PHD. She was also responsible for rolling out PHD’s strategic planning process, Source, in India and has several thought-leadership articles to her name. Her previous stints also include Wavemaker and Mindshare. Sanchita has been a recipient of coveted industry awards namely, Media Abbys, CMO Asia, Emvies and Campaign Asia Account Person of the Year.  

    Havas Media Group India CEO Mohit Joshi said, “Havas Media Group India has won many new clients last year despite the slowdown and continues to keep the momentum this year too with many prestigious clients such as Dominos, CG Foods, Micromax and more. Our India offering is now a key contributor to the overall global pie and hence this is an important step towards strengthening our product portfolio. Sanchita’s vast experience as a strategist makes her a perfect fit for this role and further bolsters our leadership team.”

    Roy added, “The last one year has been one of constant change across the world, especially so in the way consumers are interacting and engaging with brands. In my new role, the endeavour would be to understand these shifts and deliver meaningful media for our clients, using data, technology and content. I am excited about this opportunity and look forward to adding value and partnering Havas Media Group India in its new growth journey.”

  • Madison Media wins 23 new businesses in FY 2020-21

    Madison Media wins 23 new businesses in FY 2020-21

    Mumbai: Madison Media has created a record by winning 23 new accounts in a financial year, the agency said in a press statement. Amidst the nationwide lockdown and work-from-home, the new business wins amounted to a billing of $211 million as per Convergence New Business Report published in March 2021.

    The agency bagged the accounts of various firms, including Abbott Nutrition, RSPL Group, RSH Global – Joy Cosmetics, Welspun, Indira IVF, Licious, Weikfield, M3M India, Liebherr, Educational Testing Service (ETS), Aliens Group, Wonder Masala, Vijay Bhoomi, Practo, Gold Drop Oil, NextGen Software, McDonald’s integrated performance, Dhani Loans, Atomberg, Alchem Industries, Sunpure Oil, PAPA Brands, amongst others.

    Madison Media OOH partner & group CEO Vikram Sakhuja said, “When the going gets tough, the tough get going. As the pandemic impacted advertising spends profoundly we saw an opportunity to establish the link between media and marketing outcomes and doubled down on our pitch efforts. The result – 23 wins! I am overwhelmed by the teamwork, spirit, and smarts of our Madison family.”

    The home-grown agency also received a top score of A+ in the Comp Pitches Report for 2020 by Recma.

    Meanwhile, it also continues to handle media planning and buying for blue chip clients like Godrej, Marico, Asian Paints, Titan, Tata Consumer Products, Blue Star, TVS, Raymond, Viacom 18, Ceat, Pidilite, Bajaj Electricals, McDonald’s, Lodha, gaana.com, and many others.

    Madison Media is part of Madison World, India’s largest homegrown communication agency established in 1988. Madison World through its 11 units served last year, as many as 500 Advertisers.

  • Havas Media Group launches study to understand IPL’s impact on brand health

    Havas Media Group launches study to understand IPL’s impact on brand health

    Havas Sports and Entertainment, which functions under Havas Media Group, in association with YouGov has launched Hi-CRICKET, a proprietary study to understand the impact of the Indian Premier League (IPL) 2021 in influencing brand health metrics across categories.

    The study, led by the Havas Insight team, has respondents from key cities in India to get a deeper understanding of how a larger-than-life platform such as IPL helps influence mind measures. HI-CRICKET will also answer the role of premium media buys in impacting brand health, one of the most critical questions raised by advertisers today.

    The respondents will be interviewed over five phases from 1 April 2021 to 1 June 2021 during IPL 2021. Each phase will track the impact of the game on brand health and capture shifts along with attributes that drive Meaningfulness as the league progresses. 

    Keeping in line with Havas Group’s Meaningful Brands philosophy, HI-CRICKET 2021 will help brands to further bolster their meaningful connect with consumers and will also identify the most meaningful campaigns during IPL this year. Havas’ Meaningful Brands framework constitutes of benefits brands offer across Functional (What does the product or service deliver?), Personal (How brands improve people's lives?) and Collective parameters (What’s their role in society?). Previous studies had suggested that all these benefits collectively drove brand performance. 

    Havas Media Group India CEO Mohit Joshi said that HI-CRICKET will help advertisers understand the overall impact of their association with IPL. 

    "This study will help advertisers understand the overall impact of their association with IPL. HI-CRICKET is the first initiative by Havas Insights and Havas Sports and Entertainment; we also intend to take the partnership into other sporting domains such as the Olympics, Hockey, Football, and Kabaddi," said Joshi. 

    YouGov India general manager Deepa Bhatia said, "Sports assets have impacted the recall of brands globally. YouGov panel constitutes data of 2 lakh active panel respondents who have participated in various surveys. During the IPL season, YouGov will consistently reach out to people who watch IPL to set up the study. Using Havas’ Meaningful attributes, the customized HI-CRICKET study will help us understand what drives meaningfulness for brands and to what extent are campaigns able to drive perceptions for brands based on functional, personal, and collective benefits."

  • Kareena Kapoor Khan advises working moms to try the Qubo Baby Cam

    Kareena Kapoor Khan advises working moms to try the Qubo Baby Cam

    MUMBAI: New mothers returning to work often find balancing career and primary caregiver responsibilities challenging. However, millennial moms are leaning upon technology to ease into the dual role of managing personal and professional responsibilities. Qubo – a Hero Group Venture’s collaboration with Kareena Kapoor Khan, showcases how she stays connected with her children through artificial intelligence bundled in Qubo Smart Baby Camera while she is away for work. The campaign highlights Qubo’s key features that help Kareena in managing work and motherhood seamlessly.

    Kareena Kapoor Khan exemplifies how motherhood and professional growth can go hand-in-hand. The actor, along with her partner Saif Ali Khan became second-time parents earlier this year.  A powerhouse of talent, the hands-on doting mother to two adorable boys has always challenged conventional norms to set examples for women to embrace motherhood without giving up their passion for work. She has worked on films, television shows and her radio show, all through her second pregnancy whilst also simultaneously looking after Taimur Ali Khan, her first-born. 

    The 60-second digital film is available on Instagram at:

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Qubo (@myqubo)

     

    The ad features Kareena using Qubo’s Baby Cam to stay connected to her children, underscoring how technology can enable new moms to resume work without any worries. The film brings to life how she has been able to seamlessly get back to work, post the birth of her second child with the help of Qubo Baby Cam- India’s first truly Smart Baby Monitor.

    “New parents always face a tough time trying to balance their professional and personal lives, especially working mothers who want to kick-start work after their maternity break,” shared Kareena. “However, this shouldn’t hinder the way the kids are being taken care of. Qubo Smart Baby Camera is a product that falls in the right space. It is a must have for young and expectant mothers who are going back to work.”

    Qubo Baby Cam and App lets you remotely monitor your little one at any point in time with Full HD Image quality, be it day or night, and seamlessly talk back with crisp and clear two-way Audio. With Breakthrough AI, it instantly notifies you when your baby cries and automatically plays its favourite lullaby to soothe him/her. With the Virtual Crib, you can even mark a safe zone for your baby and get notified as soon as baby leaves the zone. It also allows you to see everything your baby has been doing through the day with a beautiful time lapse video, hence, making it a perfect video gallery of his/her precious childhood moments.

  • Global ad fraud rates dip in 2020, but brand risk on the rise: IAS study

    Global ad fraud rates dip in 2020, but brand risk on the rise: IAS study

    NEW DELHI: As the world underwent a tectonic shift in 2020, sparking evolution in consumer behaviour, brands had to resort to innovative ways to target their TGs. With greater time spent at home, TV viewing increased, as did online video consumption and uptake of gaming, leading to people interacting with advertisers on new, diverse platforms. And as is the case in times of crisis or economic slowdown, there were concerns that businesses may resort to less than fair means to sell their product or services. But in a positive sign, overall ad fraud rates have improved in the second half of 2020 globally, according to the H2 2020 Media Quality Report (MQR) released by Integral Ad Science (IAS) a global leader in digital ad verification. 

    Ad fraud rates improved in H2 2020

    As marketers all across the globe adopted advanced techniques to detect and prevent fraud, global ad fraud rates improved overall, while optimised-against-ad-fraud levels dropped across all devices and environments. 

    Ad fraud is the fraudulent representation of online advertisement impressions, clicks, conversion, or data events to generate revenue, and marketers have been using several tools to measure and prevent possible ad fraud. The report states that global fraud rates among optimised campaigns dropped between 0.3 to 0.8 per cent worldwide. On the other hand, non-optimised campaigns registered a 5.1 to 8.6 per cent drop based on device and environment. 

    At the country level, India contributed to 1.4 per cent ad frauds in the desktop environments. Even though most of the countries witnessed an improvement in ad fraud levels, Japan and Australia became the only two markets where ad fraud rates significantly increased. 

    Brand risk increased 

    However, during the same period, the brand risk increased across several categories. The study conducted by IAS calculated brand risk based on the number of pages scored as a medium or higher risk to brands. Finding indicate that adult content was the primary driver that led to a surge in brand risks among all categories globally. 

    The report stated that mobile web video contributed the highest for global brand risk at 8.6 per cent. Hate speech content also contributed to brand risk, especially on desktop video. Indonesia is the riskiest market for brand advertising in both desktop display and mobile web domain, while Canada was the only market to witness a decrease in brand risk. India recorded a total brand risk of 1.8 per cent on desktop display and a 2.8 per cent on mobile web display. 

    Viewability rates show mixed results

    As consumers continue to rely on digital media, viewability rates showed mixed results. According to the report, connected TV (CTV) viewability topped the video viewability rankings worldwide. CTV viewability reached 93.3 per cent globally, and it was followed by mobile app video viewability at 92.6 per cent. Mobile web video viewability increased by more than two per cent and reached 73.7 per cent. 

    "As marketers evolved their strategies in the second half of 2020, our latest MQR report shows greater adoption of tools that mitigate ad fraud and brand risk around digital content,” said IAS chief marketing officer Tony Marlow. “These unique insights also showcase the huge opportunities for marketers related to contextual targeting and emerging platforms such as CTV. Right now, every impression counts, and ensuring ads are viewable by real people in the environments that align with campaign objectives has never been more important.'' 

  • Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

    Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

    NEW DELHI: L&K Saatchi & Saatchi has onboarded Namit Prasad as senior vice president, planning. He will be based out of Mumbai and will report to chief strategy officer Snehasis Bose.

    Prasad joins the agency post setting up a start-up involved in building an enterprise development platform based on an original creativity algorithm. Prior to that, his last agency stint was with Famous Innovations where he was strategy head.

    “Over time and managing various categories and roles, Namit possesses a rare combination of fluid and strategic acumen in seeking and owning solutions that impact business growth. He is a great fit in our team of explorer-strategists, missioned to find the sweet spot between consumer need gaps X technology X clients’ business growth. I am looking forward to working with him and adding fresh spark to the agency’s entrepreneurial DNA," Bose said.

    “As an enterprise builder myself, L&K Saatchi & Saatchi’s business focus – closely working with brands with an entrepreneurial mindset and contributing to growth beyond just communication – interested me hugely. With my kind of experience, I hope to bring in a bit of ‘Baniya Branding’ mentality, wherein all branding efforts are tightly aligned to business objectives. While of course ensuring creative flair and the inventive possibilities of integration," Prasad added.

  • Vishal Chinchankar tapped as CEO of Madison’s Digital & Media Ultra units

    Vishal Chinchankar tapped as CEO of Madison’s Digital & Media Ultra units

    MUMBAI: Madison Media has promoted its chief digital officer Vishal Chinchankar to CEO at Madison Digital and Madison Media Ultra.

    Chinchankar has been involved in shaping the digital arm of Madison Digital since his appointment at Madison Media in 2017. In addition, he has also been given the responsibility to drive a few integrated mandates under Madison Media Ultra, the unit that handles Marico, Atomberg, amongst other businesses. He will continue to be a part of the agency’s Exco and strengthen its value proposition under his leadership.

    With over 22 years of experience in domestic and international markets, Chinchankar has worked across marketing services and business development involving both start-up and growth organisations.

    Madison Media & OOH partner and group CEO Vikram Sakhuja said, “Vishal has been an exceptional leader. His clarity of vision and relentless passion has put Madison Digital right on top over these past three+ years. In addition to strong domain expertise, he has also been highly successful in building the business. As a natural evolution it is only fitting that in addition to leading the agency’s overall digital agenda, he also runs the whole media business of Madison Ultra. I wish Vishal all the best, in building a world class practice for Madison.”

    Chinchankar said, “I am absolutely excited with this opportunity. Clearly, the work done at Madison Digital has been exceptional and completely on the back of an extremely talented team. We’re determined to work towards making Madison Digital bigger and better than it already is, while keeping clients and the Madison values at the core of our work.”

  • MPL says ‘Hai Akal, Khelo MPL’ in IPL 2021 campaign

    MPL says ‘Hai Akal, Khelo MPL’ in IPL 2021 campaign

    MUMBAI: Cashing in on the IPL fever, skill-gaming platform, Mobile Premier League (MPL) has launched its latest campaign on TV and digital media platforms. Revolving around the theme ‘Hai Akal, Khelo MPL’, the adverts feature a humanoid brain as the protagonist, driving in the message that anyone with ‘akal’ (brains) can play the game.

    There are a total of seven films in the campaign, of which three are already live and the rest will be released as the IPL progresses. The three films released are a humorous play on the words of popular Hindi language idioms like ‘Akal badi ya bhains’, ‘Akal ke dushman’, and ‘Dimaag ghaas charne gaya hai’. The films push the central idea that one can create their fantasy team on the e-sports platform with basic know-how of cricket during the ongoing T20 tournament. MPL has roped in veteran actor Vijay Raaz for the films’ voice-overs.

    The campaign has been conceptualised by The Womb and brought to life by Early Man Films and was directed by Abhinav Pratiman. “This IPL, we decided to go back to the basics of fantasy cricket- which is to make the best possible team by using your knowledge of the game and your thinking skills. By giving the human brain its own manifestation as a protagonist and by using some very well-known Hindi sayings that we can all relate to,” MPL senior vice president – growth and marketing Abhishek Madhavan said.

    “Passion and love for the game of cricket can at best make someone a great fan of the game. But to play the game either in real life or in the form of fantasy one needs skill. Skill in the form of strong analytical skills and strategic abilities to create the best teams game after game. Our attempt was to bring this alive by creating the brain itself as a device. The campaign uses popular idioms associated with the brain to generate popular appeal,” The Womb founding partner Navin Talreja added.

  • Gangster Pankaj Tripathi shows his love for Nilon’s products

    Gangster Pankaj Tripathi shows his love for Nilon’s products

    MUMBAI: Condiments brand Nilon’s has rolled out a new campaign – Isme Pyaar Mila Hai, highlighting the brand products across television and digital platforms with Pankaj Tripathi as its face. The campaign consists a series of quirky and comical ad films that highlight the superior quality ingredients and attention to the smallest detail that the processed food company employs.

    In the films, conceptualised by Ogilvy, Tripathi plays the role of a foodie gangster, obsessed with cooking who uses his culinary skills and loving tactics in various outrageous situations, like giving the police a slip, getting hold of information from a captive rival or ensuring that a guest leaves only after eating a meal. Each film ends with the message ‘Isme Pyaar Mila hai.’ (This contains love).

    Nilon’s MD Dipak Sanghvi said, “Whenever you see Pankaj ji’s shows or movies, it never seems like he’s acting, since it comes so naturally to him. Similarly, at Nilon’s, making topmost quality products with passion comes naturally to us. What made us choose Pankaj Ji as our brand proponent was the shared passion for doing things well along with the secret ingredient called love. This also led us to choose our tagline, ‘Isme Pyaar Mila hai’.”

    Ogilvy India-West managing partner- creative Anurag Agnihotri said, “Nilon’s was going to create brand communication after a very long time hence what was required most was achieving high recall and memorability. For a category that mostly talks to homemakers, we introduced Pankaj Tripathi, a very unlikely candidate into the mix but as a food-loving gangster who spreads the message of love through his love for cooking. We hope these ads will be memorable.”