ITV

Tag: Anjali Madan

  • Disney Star launches #She4HerGlory campaign

    Disney Star launches #She4HerGlory campaign

    Mumbai: In the run-up to the ICC Women’s World Cup 2024, Disney Star has launched the #She4HerGlory campaign, a unique initiative designed to empower and celebrate women in cricket. The campaign has united women leaders from across industries to rally behind the Indian Women’s Cricket Team while also shining a spotlight on the growing prominence of women’s cricket.

    The #She4HerGlory campaign adopted a creative approach, featuring each leader highlighting unique facts about women’s cricket. Not many people know that the first ever double century in limited overs cricket was scored by Australian woman cricketer, Belinda Clark and not Sachin Tendulkar. Fewer still know that the first Women’s Cricket World Cup was held before the Men’s Cricket World Cup in 1973. This approach not only celebrates the sport but also educates and inspires viewers about the rich history and future potential of women’s cricket.

    For the first time ever, close to 40 prominent voices echoed these sentiments, including Anupriya Acharya (CEO, Publicis Groupe – South Asia), Anita Kotwani (CEO, Dentsu Media South Asia), Sheran Mehra (Chief Brand Officer, Tata Digital), Anjali Madan (Director, Consumer Experience, Mondelez India Poulomi Roy (CMO, Joy Personal Care), Rathi Gangappa (CEO, Starcom India), Hema Malik (Chief Investment Officer, IPL Mediabrands India), Anisha Iyer (CEO, OMD India), Vaishali Verma (CEO, Initiative India), Sumeet Singh (CMO, Info Edge India Ltd), Kanika Kalra (Regional Marketing Director – Health, Reckitt, South Asia) and Richa Singh (Managing Director India & Middle East at Natural Diamond Council). These leaders shared their thoughts on the importance of women’s cricket and its increasing significance, not just in sports but also across industries.

    In culmination to the event, Disney Star hosted a vibrant gathering of CEOs, CMOs, and senior executives from the media and marketing fraternity on 18 September, all driven by a shared commitment to advancing women in sports. The event was graced by former Indian women’s team captain Mithali Raj as she enamoured the audiences with inspiring stories from her journey as a cricketer. Renowned sports presenter Mayanti Langer Binny was the host for the evening, bringing energy to the gathering.

    Shubhra Sethi, Head of Product and Revenue Strategy at Star Sports set the tone for the event as she spoke about #She4HerGlory being collective celebration of women’s cricket led by prominent women leaders from media and marketing with the aim to harness the influence of these leaders to champion the growth and success of the sport. She also spoke about Disney Star’s commitment to championing women’s cricket and fostering a strong community of supporters as we approach the much-anticipated ICC Women’s T20 World Cup 2024.

    Following this Kingshuk Mitra, Head of Ad Sales at Star Sports and Dhruv Dhawan, Head of Ads at Disney+ Hotstar, India engaged in a fireside chat with Mayanti Langer Binny as they addressed the plethora of opportunities for advertisers during the upcoming ICC Women’s T20 World Cup on both platforms and the distinct benefits for brands by associating with the megaevent.

    The event was attended by leaders such as Sam Balsara (Chairman, Madison World), Lara Balsara (Executive Director at Madison World), Praveena Rai (COO at NPCI), Ajay Dang (President, Head Marketing at Ultra Tech Cement), Vikram Sakhuja (Group CEO, Madison Media and OOH), Prasenjit Basu (CMO at Voltas Beko), Omer Aydin (CFO at Voltas Beko), Moupriya Das (AGM, Marketing at Audi India), Kavita Jagtiani (CMO, L&T Finance) and Vikash Anand (Deputy Vice President, Marketing at Angel One) among others.

    The success of the #She4HerGlory event underscores Disney Star commitment to driving visibility for women’s cricket. The event’s impact ensures that the voices of women leaders across industries will be heard as India gears up for the ICC Women’s T20 World Cup 2024, starting on October 3.

  • Disney+ Hotstar introduces pause ads on CTV

    Disney+ Hotstar introduces pause ads on CTV

    Mumbai: Disney+ Hotstar has launched an innovative advertising feature: pause ads exclusively for its connected TV (CTV) feed, making it the first platform in the country to introduce this cutting-edge format. This move follows the earlier introduction of 3-D breakout billboards for mobile, reaffirming Disney+ Hotstar’s commitment to pioneering unique advertising solutions.

    On average, users pause content four-five times a day, with over 90 per cent of these pauses lasting less than 10 seconds*. Pause ads offer a seamless, non-intrusive ad experience by integrating advertisements into these natural user-initiated breaks.

    Commenting on the launch, Disney+ Hotstar head of ads Dhruv Dhawan said, “We are thrilled to introduce another industry-first offering for our advertisers. The response to our CTV ads has been overwhelmingly positive. The launch of pause ads has generated significant excitement among our clients in the CPG, FMCG, F&B, and Auto sectors, Marico, Mondelez and ITC have been amongst the early adopters. We will continue to innovate and bring best-in-class solutions to our advertisers.”

    Marico Ltd CMO Somasree Bose Awasthi added, “At Saffola, our larger brand ethos is to encourage Indians to embrace a healthier lifestyle. This year, on the occasion of World Health Day we collaborated with Disney+ Hotstar to launch a contextual campaign via Pause Ads on CTV. A powerful context relevant occasion was activated for the initiative every time the Disney+ Hotstar user initiated a break, this was built on the consumer insight that a large majority of content pause occasions are initiated around snacking. A perfect time for brand Saffola to remind our consumer to choose “better for you” foods from the Saffola Franchise as a healthier alternative. Disney+ Hotstar’s CTV Pause ads served as the perfect platform for Saffola to advocate healthy eating, and we look forward to strengthening our association with the platform other innovative disruptions in the future as well.”

    Mondelez India director consumer experience Anjali Madan added, “At Mondelez, we have always been at the forefront of pioneering innovation in advertising and are thrilled to associate with Disney+ Hotstar to launch CTV ‘Pause Ads’ in India with our ‘Tang Summer Break Bestie’ campaign. Through this campaign, we wanted to provide an interactive platform for mothers and their kids to beat summer boredom, unleash their creativity and design their own animated bestie using fun AR-like effects. Leveraging innovative format of CTV ‘Pause Ads’ enabled us to reach our consumers seamlessly and convey our messaging in a more non-intrusive and effective manner, thus fostering a more positive and memorable brand interaction. We look forward to continuing this successful collaboration and leveraging such new marketing technologies for our future campaigns.”

    ITC Ltd VP – health & hygiene, personal care products business Sanjay Srinivas added, “Innovative ad formats, especially on streaming platforms, help transform brand connect with audiences. Pause Ad is an interesting innovation that helps break the clutter without intruding the viewing experience and attracts attention. ITC Savlon is one of the first brands to deploy pause ads to deliver contextual messaging for its campaign on handwashing. The innovation has helped the campaign amplify reach and views in an engaging way.”

    In addition to pause ads, Disney+ Hotstar offers advertisers a diverse suite of CTV ad formats including auto-expanding CTV billboards, prerolls & midroll ads, and click-to-WhatsApp integrations. These options are designed to enhance brand equity and maximize engagement with CTV audiences, who are among the most premium and attentive viewers, providing advertisers with an exclusive opportunity to connect with them during their most engaged moments.

    *Disney+ Hotstar internal analytics.
     

  • “The uplift in ROI through cricket on TV associations is significant for us”: Mondelez India’s Anjali Madan

    “The uplift in ROI through cricket on TV associations is significant for us”: Mondelez India’s Anjali Madan

    Mumbai: The festive season brings a double whammy for advertisers and brands as the Asia Cup and the much-awaited World Cup (Hosts – India) is set to take the country by storm. With a potential reach of 600+ million, the World Cup on television is the place to be for advertisers looking to capture the attention of viewers during the festive season. The interview series “Pitch Perfect” discusses with leading marketers their thoughts about the World Cup and how advertisers can best leverage the mega event on television.

    Indiantelevision.com’s Anil NM Wanvari in a fireside chat with Mondelez India Anjali Madan association with Cricket on Live TV.

    Your thoughts on India winning the recently concluded Asia Cup which you were a part of on TV

    Well, I was definitely elated and it’s a great thing for the team and Indian viewers with the World Cup coming up. We were at the Asia Cup as a sponsor brand. It’s a great investment for us from an opportunity standpoint.

    On your thoughts about the World Cup 2023 and any plans to leveraging this opportunity

    The timing is absolutely perfect for us. It’s also the time of the year when all our brands are, targeting different sets of consumers for the festive season. We have a large gifting portfolio of brands and chocolates have now become ubiquitous to the gifting category. So we will be going live with some interesting campaigns at that point in time and the timing couldn’t get better.

    On how Mondelez is planning to leverage Cricket World Cup on television

    There is going to be a lot of excitement around it. We are expecting that a lot of people will tune in to watch the megaevent. We have a remarkably interesting campaign that we are launching at that point in time. I cannot reveal too much about it. But it’s a campaign that you will see centered around one of our brands that has a very large share in our portfolio.

    We also have a campaign for Cadbury Dairy Milk. Cadbury Dairy Milk every year comes live on to the IPL. We have a theme of generosity around the brand. So you will see the generosity campaign coming to life again during the World Cup and there’s a lot of engagement planned with the brand. It’s a very new and refreshing take on generosity for the campaign this year. That’s what we have planned in the pipeline. Definitely I think it’s going to be one of those events where everybody is going to be glued to their TV sets for sure or their mobiles to catch the action.

    On how Mondelez has benefited from its continued partnerships with Star Sports on major cricketing events

    Like every year, we have a very interesting campaign that we do with the IPL with the network that we are working with this year for the World Cup. I think one of the big things that we see every year for us when we do IPL is that the ROI uplift for us is significant. We see almost a 3-4X uplift that happens in the brand metrics as well as our ROI numbers when we are on cricket. And that’s a huge impact property for us that we’re building.

    The association also means that they help us get the right talent on board. They also help us with planning out how our activity should happen. We have special content snippets that we have, we have placement that happens at the opportune moment during the sporting season. I would say that they are indispensable partners of ours for all these years. Undeniably, they are the ones that helped us bring the eyeballs in so a very strong partnership over there.

    On the role of cricket on television has played for Mondelez in driving impact

    I think one thing for sure is that television helps you get that quick, rich build-up that you need, especially with a high-impact property, like sports and cricket. You get that build-up almost immediately for your campaign, what also helps us is that there is a lot of peripheral activity that happens as well, apart from the main sporting event itself, right. Apart from just the matches, there’s a lot of other conversations that happen. Those conversations that happen around the matches, what is happening in the back rooms, and what is happening with the players and the commentary and all that helps us build a lot of the storytelling that we want to do for our brand. We leverage that I would say phenomenally well with Star Sports and our association over the last few years.

    Even today, watching a sport on a big screen is an experience in itself. A lot of people who watch sports on their mobile phones probably are catching up on what they have missed between the big events in the activity. Watching the World Cup or watching the IPL or watching any sport on a large television screen has its own charm and the role of television is undeniable in that case. What we did with Star Sports is every year in partnership with them, we work very closely with their content and editorial team to build the central thought or idea that we have around the brand.