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Tag: advertising

  • Times Group shuts down Pune Mirror, turns Mumbai Mirror to a weekly

    Times Group shuts down Pune Mirror, turns Mumbai Mirror to a weekly

    New Delhi: The pandemic, lockdown and unprecedented economic crisis have massively impacted the media industry. It has hit the distribution, circulation, and advertising revenues of these companies.

    The latest victim of this unprecedented crisis is the Times Group, which has decided to cease the publishing of Pune Mirror and relaunch Mumbai Mirror as a weekly newspaper. Both these products will continue to have a strong digital presence.

    In a statement issued, the Times Group said, “Following months of discussions and deliberations, we have made this extremely difficult and painful decision to recalibrate our portfolio of publications. We truly value the contribution of our journalists and other staff towards building such a strong brand in a relatively short time, and thank them for their hard work and great effort.”

    It further said that not only has the newspaper industry been among the hardest-hit in terms of revenues, but it has also been weighed down by an import duty that has added to newsprint costs. With the long-held hope of a stimulus not materializing and the Indian economy is now officially in recession.

    Mumbai Mirror was launched 15 years ago. Feisty and fearless, energetic and enthusiastic, playful yet punchy, the paper lived up to its name from the day it was born, mirroring Mumbai in all its myriad moods. It was as local as Mumbai’s locals – the lifeblood that keeps the city on track and moving. The paper became such an integral part of the reader’s life, driving the narrative of the city, that it was decided to extend the experience to Bengaluru, Pune and Ahmedabad.

    Mumbai Mirror had also released several successful brand campaigns that went on to be appreciated by the industry and the audiences.

  • HomeLane to invest Rs 100 crore in marketing over 12 months

    HomeLane to invest Rs 100 crore in marketing over 12 months

    BENGALURU: In India, getting home interiors done is generally regarded as a significant but chaotic exercise. As a result, the business segment remains highly unorganised and plagued with unpredictability in terms of time, quality, transparency and expertise. A chaotic experience brings down the joy of creating a new house and unpredictability becomes a serious nightmare. With this rationale, home interiors brand HomeLane is aiming to reduce the pain currently associated with this process through its 45-day delivery promise.

    The company has launched a new digital campaign ‘Switch to HomeLane’, across a wide spectrum of OTT/video streaming platforms to urge the Indian consumer to bank on the HomeLane guarantee and “switch” to enjoy its predictable experience. With the digital-first approach, HomeLane is kicking off the new campaign on OTT platforms, beginning with SonyLiv during the India vs Australia T20 series, and supported by YouTube and other social media platforms across key cities.

    HomeLane is planning to invest over Rs 100 crore during the next 12 months on various marketing initiatives. This campaign is part of this strategic direction and will run through the entire Q4 of FY 20-21.

    HomeLane VP marketing Rajeev GN said, “At HomeLane, we bring predictability into an unorganised and chaotic journey of getting home interiors done. Our 45-day delivery with a penalty backed promise of ‘we pay, you rent’ has been a huge differentiator. It has benefited our customers through price transparency combined with high quality delivery making the last mile of the experience easy for them. Through our new campaign we reiterate this promise as Indian consumers start adjusting to the new normal.”

    The campaign involves a couple in the process of getting their new home’s interiors done. However, they are faced with multiple challenges such as delays, poor quality and hidden costs along the way when it comes to dealing with a carpenter. By highlighting these pain points, the campaign aims to appeal to the homeowners to switch to HomeLane in order to enjoy a hassle-free experience through the HomeLane guarantee of 45-day delivery, superior quality and complete price transparency.

    Established in 2014, HomeLane has grown into one of India’s leading tech-enabled home interiors brands, providing end-to-end interior services in a personalised, professional way. The company claims to have delivered over 15,000 homes across the country, over the last six years. HomeLane currently services 12+ cities across the country through 21 experience centres.

  • Seniority & Nobel Hygiene’s latest offering is for silvers with active lifestyle

    Seniority & Nobel Hygiene’s latest offering is for silvers with active lifestyle

    NEW DELHI: Adult incontinence is a major health issue affecting millions of senior citizens across the world. In an effort to cater to the evolving needs of the elderly, Seniority and Nobel Hygiene have joined hands to launch a new range of adult diapers – Friends Premium Pants with a unique odour-lock technology and anti-bacterial core for added comfort.

    Friends Premium Pants has been designed with exclusive features such as leak guards on both sides to enhance its absorption capacity for up to 10 hours. The pant-style diapers offer greater comfort and hygiene, and are the perfect solution for elders with light incontinence issues. Its unique features provide the freedom, dignity, and confidence to the elderly to lead an active lifestyle.

    Seniority co-founder Tapan Mishra said, “Incontinence is not just a physiological issue but also a major mental health concern for the elderly and their caregivers. Our deep understanding of the consumers’ requirements, combined with the industry intelligence of Nobel Hygiene, has allowed us to introduce Friends Premium Pants. We are delighted with this collaboration since it strengthens our commitment to cater to the lifestyle needs of seniors and make them more mobile and independent.”

    Nobel Hygiene VP- marketing and commerce Kartik Johari said, "Friends Diapers remains steadfast in our commitment to the silvers in India, and to ensure that they receive the best-in-class products for their azadi. Thus, when Seniority approached us to co-create an offering for their audience, it was the perfect meld of market and product. We are glad to offer a special collaboration product to serve the needs of even more silvers.”

    Seniority has released several campaigns in order to reach out to its audience and create awareness about its products in the category.

  • Nabendu Bhattacharyya moves on from Milestone Brandcom

    Nabendu Bhattacharyya moves on from Milestone Brandcom

    NEW DELHI: Nabendu Bhattacharyya, an industry veteran with more than two decades of experience in the Indian out-of-home (OOH) space, has decided to move on from his current role as CEO and MD of Milestone Brandcom, the India-based OOH specialist agency from the house of dentsu international.

    He will leave the business on 31 December, ending his more than six-year-long stint with the network, to explore and pursue his personal interests.

    Bhattacharyya said, “My almost seven-year-old journey with dentsu in India has been nothing less than a celebration with a bagful of wonderful memories and some exceptional people that I met across the global network. Dentsu International is an incredible place to be in. It is packed with extraordinary talent and remarkable professionalism in every little pocket of the globe and I must forever reiterate that working with Ashish and Anand has been one of the most phenomenal experiences of my life, professionally and personally.”

    “Even as I embark upon a new journey hereon, my adventures and escapades will, of course, continue to be in the field of creative and business communication. However, it must now go beyond the scope of work that I have been engaged in for the last two decades. I intend to explore and delve deep into the other expanded ranges of advertising and communication and see what I can freshly withstand. I am leaving behind Milestone Brandcom in a rock-solid state and I know it will continue to grow with the strong leadership team that currently sits at its helm,” he added.

    dentsu CEO- India Anand Bhadkamkar said, “Nabendu is a fantastic professional and a veteran in his field. His creative vision, coupled with his leadership skills, makes him an absolute powerhouse. He charges ahead with unrelenting clarity and determination, translating businesses into the unadulterated largeness that they eventually become. I wish him all the luck for his future endeavours, hoping that one day we will get to work together once again.”

    It is pertinent to note here that dentsu international, formerly known as Dentsu Aegis Network, acquired a majority stake in Milestone Brandcom in July 2014. It was by far one of the biggest deals in the outdoor space in India then, and together with Posterscope – the network's global outdoor media agency – went on to establish dentsu as the largest player in the Indian OOH segment.

  • Advertising in newspapers most trusted by consumers: ASCI-ISA report

    Advertising in newspapers most trusted by consumers: ASCI-ISA report

    MUMBAI: Advertising seen on traditional media continues to enjoy high trust amongst consumers, with newspapers (86 per cent) emerging as the most trusted, a report by the Advertising Standards Council of India (ASCI) and the Indian Society of Advertisers (ISA) stated.

    The Trust in Advertising study, carried out by Nielsen, puts forth that while a section might say that people are no longer willing to trust advertising, a larger chunk of society still believes in brand advertising and their messages. They still make their purchases and preferences on the basis of this.

    The study was conducted with people across age groups in 20 centres in India, including metros, smaller towns and rural areas. The study found that eight out of 10 people trusted advertising messages across media.

    TV (94 per cent) was the most common medium for consumption of advertising, followed by digital (82 per cent), print (77 per cent) and radio (29 per cent). Viewership of TV ads is driven by non-metro markets.  Interestingly, viewership of ads on digital is the same in rural (82 per cent) as it is in metros (83 per cent).

    According to Nielsen global head – strategic alliances and new verticals Prasun Basu, this demonstrates the growing importance and centrality of this medium in the hinterland. ASCI spotted early that the growing consumption of digital content and advertising pointed to a permanent change in consumer behaviour and marketing. Accordingly, it set up robust monitoring mechanisms for digital platforms alongside its monitoring of print and TV advertising. It now scans more than 3,000 digital platforms for misleading messages.

    While newspapers are the most trusted medium of ads with 86 per cent consumers reposing faith in them, TV (83 per cent) and radio (83 per cent) are not far behind. Text/SMS ads were the least trusted at 52 per cent.

    About 70 per cent of the respondents said they trust advertisements which are endorsed by celebrities.  

    In terms of shifts, consumers put greater trust in advertisements consumed on TV, print, radio, social media, outdoor and search engines as compared to what they did in a similar survey conducted by Nielsen in 2015. However, there is a fall in the percentage of consumers trusting text messages over this period (58 per cent vs. 52 per cent).

    Among sectors, audiences displayed a very high level of trust for advertisements of educational institutions at 82 per cent. This is possibly because culturally, Indians have a strong belief in education as a means to secure their future. Ironically, ASCI finds that a significant portion of misleading ads come from the education sector. It therefore has a high focus on education sector advertising.

    “ASCI’s job of monitoring the education sector is even more crucial, given these findings. In India, the poorest of people prioritise education spends over other necessities. Most educational institutions promise job guarantees or make false claims of being the number one or guaranteeing 100 per cent placement without any objective data or evidence. We are doing our best to make sure that such false advertising is removed from the market,” said ASCI secretary general Manisha Kapoor.

    Home care products such as detergents, mosquito repellents etc as a sector also enjoys relatively higher trust levels. However, real estate advertisements were amongst the least trusted by consumers.

    When it comes to taking action when they see a misleading or offensive advertisement, about a third of consumers are likely to discuss this with their family/friends, another third take some action by posting it on social media, or reporting the same. However, almost 30 per cent of consumers do not take any action. This, too, is a major focus area of ASCI. It has used every tool available to make it easy for consumers to point out misleading claims in advertisements. Consumers can lodge complaints on its website (www.ascionline.org), or via email (contact@ascionline.org). Consumers can also send their complaints via WhatsApp (7710012345).

    According to ISA chairman Sunil Kataria said, “Brands are built on the back of long term communication with consumers and audiences. It is in the advertisers’ own self-interest to make sure that all communication is honest and truthful, so consumers can trust advertising messages, and thereby, brands. This study helps advertisers, agencies, media owners and planners understand what works well and introspect on what needs improvement.”

    Below is the report.

    A DETAILED STUDY ON ‘TRUST IN ADVERTISING’ (ascionline.org)

  • Disney+ Hotstar collaborates with MediaMath

    Disney+ Hotstar collaborates with MediaMath

    MUMBAI: Disney+ Hotstar has collaborated with MediaMath to enable advertisers and agencies to measure reach and frequency on the OTT platform’s programmatic inventory in a trusted, and brand-safe environment.

    With this offering, brands can purchase premium inventory on Disney+ Hotstar through programmatic guaranteed (PG) and private marketplace (PMP) deals to reach India’s affluent, urban audiences via a multitude of ad formats that suit their marketing objectives. Disney+ Hotstar currently offers pre-roll and mid-roll ad formats on entertainment content and  pre-rolls on sports content for programmatic buying. The streaming platform also offers a wide range of targeting solutions with its audience solution.

    Disney+ Hotstar’s massive reach and sharp targeting options extend an incredible opportunity for brands, especially regional players, to tap the right audience whether on live sports or entertainment.

    Star & Disney India president Nitin Bawankule said, “We are committed to enabling marketers and agency partners to reach new and existing audiences at scale and build incremental reach. By activating audience-based buying in a private programmatic environment, brands can target precise, highly engaged audience cohorts, exercise more control with transparency, and attain higher visibility of their campaigns. MediaMath offers a cutting-edge technology platform and this association will help us offer efficient programmatic advertising solutions to clients.”

    “OTT is a critical and fast-growing channel for driving addressability, and our association with Disney+ Hotstar helps us offer a forward-looking, sophisticated programmatic setup,” MediaMath country manager Pranjal Desai said. “Disney+ Hotstar has already established itself as the largest AR4 player in the OTT space, and this collaboration has been the natural next step in making media buying on OTT a more streamlined, efficient and accountable process.”

    Swiggy director marketing Umesh Krishna said, "Swiggy and Disney+ Hotstar have had a long association, especially when it comes to cricket. In fact, food and video-on-demand are categories that go hand-in-hand, and they both cater to similar psychographics. Having tried out programmatic campaigns on the Disney+ Hotstar marketing platform recently, we are extremely pleased about the scale and targeting options that it offers us. I am confident that it can serve our various marketing goals effectively." 

    Interactive Avenues co-founder & CEO Amardeep Singh said, "We are looking forward to programmatically accessing India’s most premium and brand-safe video inventory on Disney+ Hotstar via MediaMath – the leading independent DSP in the country. This is an offering that the market has been waiting for quite some time now. Interactive Avenues works extensively with both MediaMath and Disney+ Hotstar and we are very excited for this offering which will help us to further augment our promise to our clients to give them the best ROI on their investments."

    Additionally, buyers can access other key features such as viewability measurement, frequency-capping, and real-time analytics. With Disney+ Hotstar, brands can reach India’s affluent, urban audiences via a multitude of ad formats that suit their marketing objectives. The platform’s massive reach and sharp targeting options extend an incredible opportunity for brands, especially regional players, to reach the right audience whether on live sports or entertainment.

  • ‘Forever in our kitchens & hearts’: Brands eulogise MDH Uncle

    ‘Forever in our kitchens & hearts’: Brands eulogise MDH Uncle

    New Delhi: It’s a sad day for the Indian business community with the passing of 'Mahashay’ Dharampal Gulati, owner and CEO of spice brand MDH (Mahashian Di Hatti), as well as the most recognisable grandpa on national television.

    He was known by many monikers: 'king of spices', ‘masala king’, ‘MDH uncle’ and there is hardly anyone in India who would have not heard the memorable jingle for the brand created under his tenure – ‘Asli Masale Sach Sach, MDH MDH’.

    He was undergoing treatment in Delhi for the last three weeks.

    From a small shop in Karol Bagh, late Mahashay Dharampal Gulati built MDH into one of India's leading spice brands, valued at around Rs 1,000 crore. He officially established his company in 1959. At present, MDH Spices, which reportedly manufactures nearly 50 different varieties of spices, has 15 factories across the country and sells its products all over the globe.

    He will always be regarded as an iconic entrepreneur and will continue to inspire generations ahead.

    Multiple brands across categories came forward to pay tribute to this iconic leader:- Pepsico

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Pepsi India (@pepsiindia)

    Policybazaar

    Ceat

    Indigo

    Badshah Masala

    EaseMyTrip

  • Meghna Chettri joins UTI Mutual Fund

    Meghna Chettri joins UTI Mutual Fund

    NEW DELHI: State Bank of India’s senior digital marketing manager Meghna Chettri has moved on from the organisation. She has joined UTI Mutual as senior associate vice president.

    Chettri drove the digital marketing function for SBI and led several successful campaigns under her leadership. She played a key role in pushing the recall of Yono, #GhasSeBanking, #GoVocalForLocal, and others.

    She has over eight years of experience and has had stints with Accenture and Cognizant in the past.

    During her career, she has won several awards and is a regular speaker at multiple forums.

  • ThinkAnalytics brings in Sky veteran Tony Mooney

    ThinkAnalytics brings in Sky veteran Tony Mooney

    NEW DELHI: ThinkAnalytics has appointed Sky veteran and data and analytics expert Tony Mooney as SVP, advertising. Tony will head up the firm’s ThinkAdvertising business, helping pay-TV and OTT providers maximise their ad inventory across broadcast and streamed TV and generate new revenue streams from advertisers running hyper-targeted campaigns.

    Mooney has an unparalleled track record in the adtech and data and analytics space. From 2010-2017 he was MD, insight and decision science at Sky, where he developed its world-leading customer data and customer intelligence capabilities. Mooney and his 600-strong team supported the entire Sky business, from customer acquisition and retention through to product, content, and targeted and linear advertising. He also led the Sky IQ B2B business, providing advanced data capabilities for large advertisers. 

    On leaving Sky, Mooney set up DecisionBox to help multinational clients apply digital, analytics and decision science techniques to boost customer retention and acquisition, and grow revenues. Prior to this he held senior positions in data, analytics and CRM at Experian, Orange and Centrica.

    Mooney joins ThinkAnalytics at a time when demand for addressable advertising is set to leap from total worldwide revenues of $15.6 billion in 2019 to $85.5 billion by 2025, according to Rethink TV. 

    “I joined the ThinkAnalytics team because I have known the company and its leading technology  for many years and I can see the potential to help pay-TV and OTT providers of all sizes. Addressable advertising is about to go prime time as new solutions like ThinkAdvertising replicate the precision of hyper-targeted digital campaigns on TV screens, and offer an attractive alternative for advertisers concerned about the reputational and fraud risk in web campaigns,” ThinkAnalytics SVP – advertising Tony Mooney said.

    “Tony’s pioneering work at Sky makes him the ideal person to advance our addressable advertising ambitions and help service providers unlock their treasure trove of subscriber data. His understanding of the complex and piecemeal nature of the adtech ecosystem will be invaluable as customers embark on their addressable advertising journey,” ThinkAnalytics chairman Eddie Young said.

    ThinkAdvertising automatically generates consumer profiles at the individual viewer rather than household level. Its machine learning and AI extracts understanding using the behavioural and viewing data captured by the service provider that can be blended with third-party demographic data. Supported by ThinkAnalytics’ automated viewer personalisation and segmentation models, it avoids the need for service providers to rely solely on expensive and often out-of-date third-party consumer data or large internal data teams. Available as a standalone solution or as part of the ThinkAnalytics suite, the hyper-targeted solution is highly scalable, and can be easily integrated with adtech solutions.

    ThinkAdvertising helps video service providers offer compelling propositions to a broader set of advertisers – from new and existing hyper-local and regional advertisers through to big brands. For established TV advertisers such as car manufacturers, they can now run one integrated campaign to advertise multiple sub-brands using highly segmented dynamic ad insertion.

  • Tata Tea Premium turns to Odisha with hyper-local advertising approach

    Tata Tea Premium turns to Odisha with hyper-local advertising approach

    NEW DELHI: Tata Tea is synonymous with its activism-led campaign – Jaago Re – that ran for nearly a decade and focused on multiple issues and subjects. It looked beyond the functional aspects of the tea advertising category and focused on self-actualisation – increased civic consciousness and political awareness — that a morning tea could offer its consumers. Undoubtedly, the campaign won over the audiences and gave a huge fillip to the brand in terms of brand recall and a strong market reputation.

    After a decade of Jaago Re campaigns, the brand decided to move a step forward and take a hyperlocal approach to its marketing strategy, shifting the needle from not just celebrating ‘India Pride’ but to also evoking ‘Regional Pride’. With this, Tata Tea Premium aims to usher in a new era of hyperlocal advertising and communication in the FMCG category and stay away from the clutter.

    In its quest to celebrate regional pride, the brand has recently launched its latest film focusing on Odisha. It illustrates how the people of Odisha don’t indulge in unnecessary confrontation but shows them taking charge when it counts.

    The proposition of the campaign is ‘Kadak Iraadon vale Odisha ke liye Kadak Assam Chai’.

    Designed and conceptualised by Mullen Lintas, the film is set around the story of an Odia police officer. It opens with a mother and her son who are trying to take their scooter out of their own house but. due to their neighbours car being parked outside their gate, are unable to do so. While the son is livid as this keeps happening time and time again the mother does not want to get into needless arguments and would rather let it go. The turning point in the film comes when she gets an urgent call and has to rush to the office. It is seen that this woman is a police officer who has arrived at the police headquarters for a briefing to evacuate stranded people from a life-threatening cyclone. She shows her grit, bravery and strong resolve by leading the evacuation and getting people to safety.

    Once she has achieved this incredible feat we see her in the kitchen where she boils herself a cup of Tata Tea Premium. Her son then shows her a front-page article in an Odia newspaper where she is featured for her valour.

    Tata Consumer Products SVP marketing packaged beverages – India Puneet Das, said, “Our tea expertise has been catering to the local taste preferences and we are known for offering blended basis consumer taste preferences in various geographies across India. Today, while being Desh ki Chai, Tata Tea Premium celebrates the kadak spirit of Odisha and has showcased this pride of Odisha in its new packaging and communication, which is made especially for the region.”

    Earlier in 2019, the brand launched two campaigns around Delhi and UP. The two films focused on the cultural nuances of the two states and showcased how the people of the region are stereotyped. The UP film focused on power while the Delhi film focused on the city’s swag and how rich it is at its heart.

    It also launched state-specific packs featuring the ghats of Varanasi, Taj Mahal, dances, as well as iconic places and features of the capital, like the Delhi Metro and others.

    With the launch of the Odisha creative, the brand has clearly shown its intentions to build this hyperlocal campaign.

    Tata Tea comprises several brands – Tata Tea Agni, Tata Tea Elaichi, Tata Tea Premium and Tata Tea Gold. It is one of the biggest brands with a countrywide distribution. India is a tea-loving nation and nearly one out of every three people drink tea. It is estimated that 1.10 million tonnes of tea was consumed in 2019 and the market is only poised to grow in the coming years. Also, India is one of the biggest tea-producing countries.