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Tag: Ajit Varghese

  • Disney+ Hotstar launches OTT advertising handbook

    Disney+ Hotstar launches OTT advertising handbook

    Mumbai: Disney+ Hotstar, India’s leading streaming platform, has launched a handbook for effective brand building on the platform. Titled Winning in the OTT era with Disney+ Hotstar, the handbook shares learnings based on the analysis of over 200 plus campaigns and offers a 360° view of why marketers must include OTT in their marketing strategy. The playbook has been developed in collaboration with industry experts Kantar, Neurons, Integral Ad Science, Mediasmart and Metrix Lab.  The playbook shares key media planning principles along with creative best practices for video ads to enable advertisers to make the most of their campaigns on OTT platforms, it also inspires advertisers to go beyond vanilla advertising by collaborating with the Disney+ Hotstar’s CreativeWorks team to create bespoke, contextual, impactful campaigns. It also shares insights to make the most of the connected TVs (CTV) feed as a medium to connect with their desired audiences.

    “The changing media-scape of advertising has made it imperative for brands to embrace OTT platforms. Disney+ Hotstar has continuously led the way in the ever-evolving OTT industry, constantly innovating to provide exceptional experiences for both consumers and advertisers. We are delighted to present the Winning in The OTT Era with Disney+ Hotstar playbook, that shares the recipe for success to enable advertisers harness the full potential of our platform thus maximizing impact for their campaigns. Created in collaboration with leading industry experts, the handbook offers invaluable guidance for effective media planning and brand building, enabling our advertisers to make data-driven decisions and significantly enhance advertising ROI,” said Disney Star head of network – ad sales Ajit Varghese.

    Additionally, the handbook lays down the best practices that can be deployed by brands to maximize their ROIs when advertising on Disney+ Hotstar:

    ●   Campaigns with three plus video ads were most successful in driving brand awareness, favorability, and purchase intent.

    ●   Campaigns with 20 plus second video ads delivered the highest success

    ●   Midroll campaigns supplemented with other creative formats delivered 30 per cent more success in driving brand message and purchase

    ●   Operating at a frequency of six plus increases purchase intent by 70 per cent and brand awareness by 50 per cent

    ●   Longer campaigns (>six weeks) yield higher success on upper and lower funnel metrics.

    Campaigns following these practices on Disney+ Hotstar recorded a 10 per cent higher success rate vs. industry benchmarks defined by Kantar across digital campaigns. The study also highlights how Impact advertising on the platform has delivered 100 per cent success across the funnel for sponsors and inventory buyers and outperformed industry benchmarks. The case studies recorded reveal the following:

    ●   Sponsors of Koffee With Karan Season 7 achieved 3X Uplift through in-show integration and branded vignettes, 4X brand awareness, 2.8X Online ad awareness, 3.3X message association, 2.8X brand favorability and 2.6X purchase intent.

    ●   Sponsors of Dance+ Season 6 achieved two times organic value through impact advertising on the show making it one of the most successful campaigns across the industry.

    ●   Tanishq co-creating and hosting reality series with Disney+ Hotstar CreativeWorks, The Great Indian Bride, saw the brand creatively reach out to modern brides of India and, in the process, achieve five times purchase intent and 2.3x brand awareness uplift.

  • Ajit Varghese unveils strategies behind Disney Star’s success in ICC World Cup 2023 at India Brand Summit

    Ajit Varghese unveils strategies behind Disney Star’s success in ICC World Cup 2023 at India Brand Summit

    Mumbai: The India Brand Summit, held on November 28, 2023, at The Lalit Mumbai, brought together leaders, marketers, entrepreneurs, and experts to discuss current trends in the dynamic brands and marketing arena. During a fireside chat with Ajit Varghese, Head of Network Ad Sales at Disney Star, Anil NM Wanvari praised Disney Star’s record-breaking viewership during the ICC Men’s Cricket World Cup 2023.

    Varghese highlighted the success of the World Cup, attracting over 500 million TV viewers and a streaming reach of 295 million, making it one of the most successful ICC Cricket World Cups to date. He also emphasized their focus on seamless viewer experience, enhanced engagement, and facilitating ROI discussions. The streaming platform introduced a bunch of innovations including MaxView, a technological innovation that allows cricket fans to watch the game in vertical mode (9×14 portrait view) for the very first time in the history of cricket streaming. MaxView was launched in collaboration with the International Cricket Council (ICC) and had close to 30% people sample it during the tournament.

    Varghese also spoke about the self-serve platform launched for live cricket for the very first time. And how the platform gave advertisers the opportunity to advertise on cricket by just booking on the Disney+ Hotstar platform directly. The streaming service had hundreds of agencies logging in and almost 150+ new advertisers who advertised on cricket for the first time.

    Disney+ Hotstar broke the record for peak concurrency with 59 million viewers for the final match. Ajit spoke about how the platform enabled its tech to handle this feat seamlessly. “We actually enabled our tech to handle almost 50-55 million concurrent users. There are two things that you need to look at. One is, when you get to that concurrency, can you serve ads to all of them? Second, what if the concurrency goes up further? So, the enablement of tech is on both fronts. One is the ability to handle more concurrency. Second is having that ad insertion in a seamless way so that the user experience does not have lags, breakage and all of that.”

    He further added, “From a targeting point of view, there were around 12 targeting options. Now we took it up to 55 with the World Cup. Ad insertion capability moved up almost by 5X. So there are a lot of things that you observe when you watch a match seamlessly because finally for a consumer it’s his mobile and it’s his experience. When you look at close to 300 million people watching that tournament and when I look at 59 million concurrency, both should not have any leakage in experience and that’s why I think the sport is a history and the overall experience has been historic.”

    Wanvari then questioned Varghese about the upcoming Pro Kabaddi League to which he said “When we started PKL in 2014, in the year two or three itself, it became the second largest sport in India. And we recently announced PKL being available for free on mobile on Disney+ Hotstar with the aim to make Kabaddi accessible to all of India and foster a stronger sense of engagement amongst the fans.”

    He also highlighted the overall growth the league has witnessed, the boost in PKL player payments, and the significant advertiser value return expected from PKL, he said, “The growth in player payments is 10x. And if you look at the kind of advertiser value return, I would say this would be the single event which gives you more than 15-16x kind of return. PKL will be bigger than any other reality show.”

    When asked about the division between TV and OTT audiences for the World Cup, Varghese

    said “It is very interesting with the World Cup being offered for free on mobile. What we saw is that TV viewership was not affected at all. So, if you look at this World Cup or the last World Cup, TV viewership has held strong with TV’s peak concurrency hitting 13 crores. What’s beautiful with that logic is, digital streaming while has grown leaps and bounds, it hasn’t impacted TV viewership.”

    Varghese shared lessons for brands and advertisers, highlighting the effectiveness of sports in advertising. He emphasized the need for transparency in metrics and the importance of sports marketing for profitability and campaign success. Regarding the confusion between views and concurrent viewers, Varghese stressed the importance of transparency and factual data to instill confidence in advertisers.

    He also discussed the growth of Free Ad-supported Streaming TV (FAST) in India, primarily operating on Ad-supported Video on Demand (AVOD).

    Addressing the rise in consumption patterns on social media, Varghese debunked the notion that people only spend time on social platforms, emphasizing on the variety of content available today including User Generated Content and Professionally Generated Content. He discussed the evolving models for content creation as well.

    Varghese concluded by discussing India’s advertising market, anticipating growth as the country evolves into a per capita market. He highlighted the ample headroom for advertising spends to grow in India’s expanding economy and population.

  • Disney+ Hotstar’s Koffee With Karan season 8 strengthens its roster with six sponsors

    Disney+ Hotstar’s Koffee With Karan season 8 strengthens its roster with six sponsors

    Mumbai: Disney+ Hotstar, India’s leading streaming platform, is back with an exciting new season of its marquee celebrity talk show Hotstar Specials’ Koffee With Karan. The all-new Season 8, hosted by the producer, director, show anchor and actor Karan Johar, gives brands an opportunity to connect with consumers through one of India’s most talked about / popular shows. After a successful Season 7 that streamed exclusively on Disney+ Hotstar, advertiser sentiment for Season 8 is at an all-time high with three returning and three new sponsors.

    A total of six brands have been on-boarded for the new season, with Google Pixel serving as the smartphone partner and Jaquar Bath+ Light as the lighting partner. For the third time in a row, the show will be driven by Audi, and the guests will be gracing their presence on couch partner – Fabricare by D’Decor. Brewing the conversations will be Tata Coffee Grand, while Only Natural Diamonds will add to the glamour quotient.

    Disney Star head of network – Ad sales Ajit Varghese said, “Koffee With Karan is a legacy asset of Disney+ Hotstar that has grown in popularity from season to season. Across all editions, it has been a strong bridge connecting premium brands to viewers. The continuation of association from several brands following huge brand engagement success in the previous season stands testimony to this. With the marquee show once again streaming exclusively on Disney+ Hotstar, our sponsors will get the opportunity to reach a wider and more captivated audience than ever before.”

    Gaurav Sinha, Head (Marketing & PR), Audi India head (marketing & PR) Gaurav Sinha sharing about the brand’s association with the show for the third time said, “Audi is thrilled to continue its strong association with Disney+ Hotstar’s Koffee with Karan for the third consecutive year with Season 8. The Bollywood industry epitomises aspiration, and Audi continues to be the preferred brand of the stars, making this the right property for us to associate with to enhance our brand’s appeal among viewers as well as the Bollywood community. Additionally, since the show transitioned into its Disney+ Hotstar exclusive format starting from Season 7, it has created exciting opportunities for us to connect with our core audience – the premium, urban, affluent, young achievers at scale.”

    Through a legacy show like Koffee With Karan, Disney+ Hotstar provides brands a unique opportunity to reach a highly engaged, urban, affluent and digitally savvy audience. The platform offers a variety of advertising and branded content solutions to help businesses across sectors engage with their audiences more effectively.

    The highly anticipated Hotstar Specials’ Koffee with Karan is back with Season 8, releasing exclusively on Disney+ Hotstar from 26 October onwards.

  • Disney Star onboards 26 sponsors for ICC World Cup 2023

    Disney Star onboards 26 sponsors for ICC World Cup 2023

    Mumbai As the ICC World Cup 2023 approaches, Disney Star reveals its 26 esteemed sponsors, featuring prominent brands including PhonePe, Mahindra & Mahindra Ltd, Dream11, Hindustan Unilever, Coca-Cola, Havells, IndusInd Bank, Pernod India, Booking.com, Peter England, Kingfisher Packaged Drinking Water, Mondelez, Emirates, Diageo, Jindal Panther, MRF Tyres, LendingKart, BPCL, Herbalife, Haier Appliances, AMFI, Google Pay, Polycab, Amul, VIDA by Hero Motorcorp and Amazon.

    Disney Star head of network – ad sales Ajit Varghese said, “The ICC World Cup 2023 promises to be an unparalleled cricketing spectacle from a viewers’ interest and advertisers’ participation. We are delighted to have these esteemed brands using this opportunity to get maximum impact and drive growth for their brands or businesses. Disney Star is all set to provide an unmatched cricketing extravaganza with its programming and create a viewing experience for audiences across television and digital platforms, promising unforgettable moments for everyone.”

    The ICC World Cup 2023 will be played at 10 prestigious venues across India. The matches will be telecast exclusively on the Star Sports network and will also be available for streaming free of charge to mobile users on Disney+ Hotstar. The tournament kicks off on 5 October with an electrifying match-up between England and New Zealand in Ahmedabad. Over 46 days, 48 matches will be played at world-class venues, culminating in the Men’s Cricket World Cup Final on 19 November at the largest cricket stadium in the world, in Ahmedabad.

    The tournament is set to commence on 5 October, promising an extraordinary series of matches that will captivate cricket enthusiasts worldwide.

  • Thums Up launches ‘Fan Pulse’ with cricket legends on Disney+ Hotstar

    Thums Up launches ‘Fan Pulse’ with cricket legends on Disney+ Hotstar

    Mumbai: India’s homegrown beverage brand The Coca-Cola Company, is excited to announce the launch of ‘Thums Up Fan Pulse’, an innovative and immersive cricket experience in collaboration with Disney+ Hotstar. The Thums Up Fan Pulse introduces a new era of cricket engagement, amplifying every voice, fostering passionate discussions, with expert insights, and unparalleled fan participation.

    https://www.hotstar.com/in/shows/thums-up-fan-pulse/1260152395?filters=content_type%3Dshow_clips

    The first-of-its-kind endeavour is set to transform the cricket content landscape, resonating with the true spirit of Thums Up. ‘Thums Up Fan Pulse’ isn’t just a platform; it’s a vibrant space for fans to share opinions, interact with experts, and pose the pivotal question: “Will India Win?” The series featuring top experts, including Sourav Ganguly, Yuvraj Singh, Gautam Gambhir, Virendra Sehwag, Dinesh Karthik and hosted by the “voice of cricket” – Harsha Bhogle will showcase the pulse of every cricket fan as they give unique insights about every aspect of the upcoming World Cup.

    By integrating data, tech, and social listening, Thums Up is revolutionizing fan engagement. It uncovers insights about players, team India, and the World Cup fueling a personalized content experience for every cricket enthusiast, through various channels – pack, digital, and OOH with enthusiasts enthusiastically participating and sharing their views on the platform.

    Commenting on the launch of ‘Thums Up Fan Pulse’ and the association with Disney+ Hotstar, Coca-Cola India, and South-West Asia senior category director of sparkling flavours Tish Condeno said, “We’re absolutely thrilled to announce the launch of ‘Thums Up Fan Pulse,’ an immersive experience that encapsulates the pulse of every cricket fan. With our unique series in collaboration with Disney+ Hotstar, we are honoured to feature cricket legends together on one platform. Our aim is to unite cricket enthusiasts, engage fans, and build up the excitement for the upcoming ICC World Cup.”

    Disney Star head of network – Ad Sales Ajit Varghese said, “Cricket may be a strategic sport, but it involves the heart and mind in equal measures. Be it calculating the possibilities of a six in an over or praying for the last ball to score a six, it is this mix of emotion that makes the game great. At Disney+ Hotstar, we are proud to partner with Thums Up to curate a unique series like Thums Up Pulse. It quenches our national thirst for cricket with logic & passion served by experts like Sourav Ganguly, Virendra Sehwag, Harsha Bhogle and other prominent names for the upcoming ICC Men’s Cricket World Cup.”

    The Thums Up Fan Pulse offers various content formats, from episodic series with Disney+ Hotstar to byte-sized content. By sparking engaging conversations about the ICC World Cup, it keeps the excitement alive. Thums Up remains dedicated to enhancing cricket conversations and uniting fans through innovation. Consumers can purchase a Thums Up, scan the QR code on the pack and express their views to become a part of Thums Up Fan Pulse. 

  • Indian shoppers predicted to boost their spending by 14 per cent over the previous year this festive season: Disney+ Hotstar survey

    Indian shoppers predicted to boost their spending by 14 per cent over the previous year this festive season: Disney+ Hotstar survey

    Mumbai: As cricket fever grips the nation with only days to go to the Asia Cup followed by the ICC Men’s Cricket World Cup 2023, the second edition of Disney+ Hotstar’s Festive Shopping Sentiment Survey has found that shoppers this festive season are likely to increase their spending by 14 per cent over last year, driven by a 12 per cent increase in the size of their shopping baskets.

    Coinciding with India’s biggest festive season, both Asia Cup and The ICC Men’s Cricket World Cup 2023 will provide marketers with the best opportunity to leverage the cricketing properties and influence the positive spending sentiment observed in the second edition of Disney+ Hotstar’s Festive Shopping Sentiment survey.  Additionally, the platform has lifted its paywall for mobile and tablet only viewers for both the tournaments, thus democratizing the game for more than 540 million [Source – FICCI E&Y report] smartphone users across the country.

    The free streaming of the two widely watched sporting events will enable a lucrative avenue for marketers to make a mark in consumers’ minds before the festive season. As per the Festive Shopping Sentiment survey, nine  in ten consumers expressed a healthy appetite to spend for the upcoming season. With an average budget of Rs 17K, shoppers are predicted to boost their spending by 14 per cent compared to the previous year. This will be fueled by a 12 per cent rise in shopping basket size, with the most popular categories being clothes, mobile phones, and health and beauty. Festive bonanzas, such as brand and cashback incentives, discounts, and other promotions, can influence customer mindsets even more.

    The survey also found that consumer spending is expected to be heavily influenced by online ads. It is prone to sway towards online shopping, with 60 per cent of consumers discovering brands and services through online platforms as they shop for themselves and for gifting purposes. Accompanying the online shopping sentiments of seven out of ten shoppers, digital payment options too recorded a 36 per cent preference, with UPI in the lead.

    Disney Star head of network – Ad sales Ajit Varghese said, “With the upcoming Asia Cup 2023 and ICC Men’s Cricket World Cup 2023 being free-to-view to all mobile phone users, Disney+ Hotstar is poised to become the prime digital platform for marketers. This especially holds true for the Cricket World Cup, which returns home after a hiatus of 12 years, right before the peak festive season kicks in. Safe to say that all eyes are going to be on the action on the ground, making it a once-in-a-decade opportunity for brands looking to make the most out of the festive fervor amongst consumers.”

    Disney+ Hotstar is set to revolutionise Live Cricket advertising during the upcoming Asia Cup and ICC Men’s Cricket World Cup 2023 with the launch of its self-serve platform. The platform is also offering over 75 targeting parameters (previously 35) that can be cross-tabbed to combine multiple parameters for granular reach and caters to all ticket sizes (from Rs two lacs to upto 50 lacs). Additionally, special rates have been introduced that are at par with leading UGC platforms. Starting at just Rs 49 (CPM) for non-India matches, and a special package for India-only matches at Rs 199 (CPM).

    Disney+ Hotstar

  • GroupM India inks a strategic partnership with ShareChat and Moj

    GroupM India inks a strategic partnership with ShareChat and Moj

    Mumbai: Media investment company GroupM India and media aggregator ShareChat, with 400 million monthly active users (MAU) across ShareChat and Moj, has announced entering into a strategic partnership to power a new era of modern marketing.

    This partnership will focus on providing clients with both effectiveness and efficiencies across the pillars of the digital marketing ecosystem—reaching an uncharted Bharat audience and giving brands access to the exploding universe of short-format videos. It will also be translated into a suite of innovative products co-created by GroupM and ShareChat.

    GroupM India is looking forward to supporting the marketing solutions and allied communities to navigate through these challenges by offering privileged access to the ShareChat platforms.

    The partnership will look forward to effectively supplementing and delivering deeper engagement to GroupM India’s clientele through ShareChat’s diverse ecosystem that allows seamless integration of content to commerce and insight into Bharat’s consumption, behaviour, and digital journey. Furthermore, advertisers and brands will also be able to experience the convenience of its self-serve platform.

    The surge of short online videos creates a massive upside for growth. Businesses today need to be ready with a data-driven strategy to maximise engagement. Through ShareChat, GroupM India’s clients will gain access to a growing network of influencers and creators. As a result, brands benefit from unrivalled scale to create and promote content and drive brand engagement across digital platforms.  

    GroupM CEO-South Asia Prasanth Kumar said, “At GroupM, we have embraced the digital disruption and have instilled digital as one of the major cornerstones to drive change. The challenges thrown by digital transformation have immensely contributed to our learning and introduced us to newer consumer habits, in turn enabling us to add value to our clients by offering tailored marketing solutions. We see our partnership with ShareChat going a long way towards benefitting our clients as it effectively connects with a large population of the country.”

    The prospect of co-creating unique products with the help of innovation and technology is an added advantage. This partnership will allow brands to have greater opportunities to further harness new media and technological capabilities to effectively drive performance marketing.

    ShareChat and Moj chief commercial officer Ajit Varghese added, “Today, the consumer ecosystem is constantly evolving, however, the majority of the marketing spends continues to be parked for tried and tested platforms. It’s time for the marketing and advertising fraternity to realise the urgent need to adapt to this rapid change. We are glad to have partnered with GroupM in offering ShareChat’s expertise to enable brands to reach the Bharat and Gen Z consumers effectively and at scale.”

    The strategic partnership comes at the back of a successful association between ShareChat and GroupM India that happened earlier this year to launch the “Bharat Report.” The report classified users that prefer the Indian language on social media as “Bharat” users and “India” users as the ones that prefer using English, across all the regions of India. Since its launch, the insights from the report have introduced multiple brands to the uniqueness of Bharat and allowed them to seamlessly integrate Bharat into their overall media strategy.

  • ShareChat gets Wavemaker’s Ajit Varghese as chief commercial officer

    ShareChat gets Wavemaker’s Ajit Varghese as chief commercial officer

    NEW DELHI: ShareChat has appointed Ajit Varghese as its chief commercial officer. Varghese brings in a track record of 25+ years of leading large-scale business transformations and building diverse and successful businesses around media, creative, digital, data, content, sports, and performance.  

    Prior to joining ShareChat, Varghese was the global president at WPP group’s Wavemaker, known among the world’s top five media networks with clients ranging from industry giants like Vodafone, L’Oreal, Huawei, IKEA, Paramount Pictures, Chanel, Xerox, Netflix, Chevron, Beiersdorf, and Tiffany.  

    In his new role at ShareChat, he will be pivotal in expanding and strengthening the platform’s revenue efforts and building a robust monetisation approach with the strategic content partnership. He will also spearhead its marketing functions, to be inclined towards brand elevation, aligned with business centricity. He will be reporting into ShareChat COO & co-founder Farid Ahsan. 

    This key appointment announcement comes amidst Sharechat witnessing exponential growth in the past few months. The upward curve not only mirrors the new user growth and higher user engagement on the platform but also reflects an increased interest among B2C brands, for leveraging Bharat internet audiences. 

    Farid Ahsan said, “Brand marketing and monetisation is going to be the core focus of ShareChat and we will direct our efforts towards elevating the brand positioning through strategic communications approach. Ajit, with his leadership capabilities and expert knowledge of the media, marketing and advertising domain, will play a critical role in further building brand awareness, deepening relationships with our business stakeholders and driving ShareChat toward the next phase of growth.”  

    Ajit Varghese said, “Having previously worked and transformed several global organisations, it has always been a hidden desire to contribute towards transforming an Indian organisation to global repute. I believe ShareChat in the next few years will evolve as the default partner to every brand, homegrown and global, who intends to engage with the internet-first population. As the digital advertising landscape awaits the inclusion of over 400 million new internet users, mostly inclined towards native languages, ShareChat will stay at the forefront of unveiling a new digital era. This will be an exciting journey for me as I look forward towards contributing to ShareChat’s growth and building a win-win relationship with our community of users, partners and business stakeholders.” 

    An alumnus of Xavier Institute of Management, Bhuvaneshwar, and a graduate in agriculture engineering from Orissa University of Agriculture and Technology, Varghese has worked across India, Singapore and London. With years of leadership positions across globally-reputed media organisations like Wavemaker (WPP), Maxus (WPP), Madison World, he has been recognised as a Global Media Leader with a track record of turning around organisations, leading rapid growth, and gaining market dominance. 

    Over the past few months, ShareChat has been strategizing to become a future-ready organisation by delivering an immersive social experience to its users and building a global product. The platform has collaborated with leading music labels in India and across the globe, set up ‘ShareChat Labs’ in Silicon Valley, and driven content partnerships with various news and entertainment organisations. Over 150 B2C brands have partnered with ShareChat to explore its strength in engaging with Bharat (language-first) internet audience on the platform. 

  • Wavemaker global president Ajit Varghese steps down

    Wavemaker global president Ajit Varghese steps down

    KOLKATA: Wavemaker global president Ajit Varghese has stepped down from his position after a stint of more than 13 years. He joined WPP’s media buying arm Maxus, now Wavemaker, as South Asia managing director in 2006.

    Varghese started his career as a research executive at IMRB International in 1995. He also worked with Madison and Initiative Universal Media. When Maxus merged with MEC to form Wavemaker, he was appointed market development president in 2018, after making Maxus a major force in India.

    He was an agricultural engineer who stepped into the world of advertising after an aborted attempt to join the Indian Air Force, Varghese confirmed the news of his departure to his team through a message on social networking platform LinkedIn. "Thanks to all the people who have supported me to make the Maxus journey so fruitful for so many of us. The X factor and spirit of Maxus stays.", he posted. 

  • Maxus launches Kaleidoscope

    Maxus launches Kaleidoscope

    MUMBAI: Maxus India today launched ‘Maxus Kaleidoscope’, a unique mood based planning tool. Inspired by British physician Dr Liz Miller’s mapping principle of defining one’s mood, this web based tool will enable brands in India to align their communication basis the emotional and behavioural parameters of the audience.

    The tool measures parameters such as ‘Share of Mood’, ‘Receptivity of Audience’ and ‘Appropriate Moment’ for engagement from a brand and audience perspective. This is Maxus India’s second initiative on behavioural mapping the first being Moribus- first of its kind behavioural sciences lab by a media agency in partnership with the Mumbai University.

    The tool was launched by Maxus global CEO Lindsay Pattinson at a media round table with the entire Global Executive Committee, along with Maxus APAC CEO Ajit Varghese. The round table further discussed their vision for Maxus India in 2016 as well as how the domestic market contributes to the global brand.

    Speaking to the media about the tool, Pattinson said “With access to real time data, brands can move beyond demographics into behaviour consumer profiling. Maxus Kaleidoscope is a first step towards mood and receptivity profiling, so brands have an insight on what their target consumer is feeling, and build their communication around a ‘mood’.”

    “While IoTBLR Partnership and Metalworks form key components of the digital pillar, Moribus and Maxus Kaleidoscope are one of a kind tools that differentiate our data and analytics product. The content marketing pillar is an enabler that provides brands the opportunity for greater engagement with brands,” he revealed

    Commenting on India, Pattinson further added, “India is a benchmark market for us. In 2016, we are looking at a growth poised in double digits, fuelled by innovation within the trinity of data, digital and content. India is one of those unique markets where traditional media and digital media are growing together. We are most excited about developments in mobile media and advertising, and have a lot to learn from this mobile-first market. Our focus in 2016 is to develop a diverse skillset that will be future ready for all our clients and brands.”