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Tag: Bangalore

  • MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    MFine delivers a googly with ‘gulab jamun-loving uncle’ in latest campaign

    Mumbai: AI-driven on-demand healthcare service- MFine has launched its latest campaign that puts forth its ideology of ‘best way to cure health is through care’ in an entertaining yet effective manner. Conceived by Mullen Lintas Bangalore, the campaign highlights the ease of getting all the medical tests at home, and how a healthcare app ensures that people get adequate care at their doorstep.

    The campaign uses two memorable and much-loved characters from an earlier popular ad campaign for a food delivery app – a husband, played by Naresh Gosain, who is a foodie at heart, and his wife who is a watchful guardian and keeps him from consuming anything sweet.

    In one film, the husband furtively opens the refrigerator door to satisfy his urge to eat sweets and instead finds out that he is due for a lab test from MFine the next morning. In the second film, the doorbell rings and the husband gleefully springs to open the door in the hope of getting his food. Contrary to his expectations, he finds a phlebotomist waiting outside to collect his lab test sample. Both the films emphasise the ease and convenience of booking MFine’s lab test service without having to step out of the comfort of home.

    Mullen Lintas CCO Garima Khandelwal said, “Popular culture is best created or second-best exploited in advertising. To make a tongue-in-cheek story about lab tests at home and to make the commercial sticky for MFine was the intent here. The over-emphasis on the MFine branding is also by design so there is no confusion on which brand but to make people smile at the correlation. The aunty gets an upper hand with this campaign and the uncle gets a taste of his medicine.”

    “Our new campaign films showcase a new aspect of that heart-warming care, this time with a pinch of mischief and fun between the endearing couple,” MFine founding member and chief business officer Arjun Choudhary said.

  • Acer India ropes in Motivator India as media partner

    Acer India ropes in Motivator India as media partner

    Mumbai: Taiwanese electronics and hardware maker Acer has roped in Motivator as its media partner in India. The account will be handled from the Motivator Bangalore office.

    Motivator India will manage the brand’s digital media duties including media strategy & planning, media investment, media activation, and content for categories including laptops, AIOs, tablets, monitors, projectors, air purifiers, and wireless earbuds. 

    “I am delighted to have Motivator India on board as one of our lead agencies,” said Acer India’s head of marketing, Sooraj Balakrishnan. “Their experienced team, knowledge of the media domain, great publisher connect and commitment to Acer has convinced us that they are the right digital media partner to take our brand forward in these challenging times.”

    “We are delighted to partner and support Acer in their growth momentum,” said Motivator India, MD, Mausumi Kar. “The consumer journey is becoming increasingly complex. Our mandate provides us with the perfect opportunity to utilise our digital expertise in navigating this journey towards success for the brand Acer.”

    “Acer believes in breaking the barriers between people and technology and Motivator’s data and insights backed understanding of the market, consumers and motivations enable this for them. We are delighted to be awarded the business for Acer,” added Motivator India, managing partner – South, Radhika Ramani.

  • Grapes Digital expands footprint; strengthens team in Bangalore market

    Grapes Digital expands footprint; strengthens team in Bangalore market

    Mumbai: Marketing agency Grapes Digital has announced its expansion by strengthening its first-ever team in Bangalore. In the last few months, the company has been on an expansion phase and has added new members in both the offices, Delhi and Mumbai.

    After witnessing a significant growth in its business revenue owing to the exponential rise in the digital landscape, the agency is planning to increase its headcount by hiring over 150+ employees across various roles this year, making a total count of 350, said the statement. “With the Bangalore expansion, the agency will expand its horizon into new and emerging business areas by creating newer possibilities to serve the ever-evolving need of clients. The agency has currently closed in on a couple of key leadership roles at the Bangalore office,” it said.

    “In the last few months, there has been a considerable increase in spending on digital marketing by brands, and we expect a 2x increase in our revenue by the end of the current financial year,” said Grapes Digital founder & CEO, Himanshu Arya.”With this expansion, our objective is to expand our client base and offer the best and innovative solutions to our clients. We have managed to build a strong presence in Delhi and Mumbai. Hence, the next crucial step to expand the company’s base is to have our presence in Bangalore, the market caters to a host of start-ups and businesses in India. With this expansion, we will serve as a hub for the southern region as well.”

  • TOI Bangalore makes way for good times with an 80-page issue

    TOI Bangalore makes way for good times with an 80-page issue

    Mumbai: One of the most palpable ways to tell if things are coming back to normal is to begin the day with a newspaper whose mere heft bears a piece of positive news.

    In the wake of a devastating second wave and amidst concerns about a third one, it’s how businesses strive to make the present worthwhile that inspires and injects new hope in all of the economy. It’s an effective stimulant on the consumer side too. When readers see a thicker paper filled with brand advertisements, they are more motivated to come out of the inertia of consumption and begin to feel a sense of comfort with the status quo.

    A bearer of this sweet news was Saturday’s Times of India Bangalore 80-page edition filled with ads from consumer-facing brands who want to usher in a wave of normalcy without waiting for the situation to fix itself.

    According to TOI, the edition featured as many as 125 advertisers. The paper drew brands from across the categories of consumer durables, retail, luxury, real estate, BFSI, apparel, digital, automobile, and more signaling that they are ready as ever to make the ‘New Normal’ not just a survival story, but a story of growth.

    “This uplifting edition could not have been accomplished without the combined efforts of the Times of India Bangalore team whose unwavering belief in change translated into this bumper issue,” the organisation said in a statement.

  • CredR raise $ 6.5 million in latest round led by Yamaha Motors & Astarc Ventures

    New Delhi: Bangalore-based CredR (Incredible Technologies Pvt Ltd) has raised $ 6.5 million, in its latest round led by Yamaha Motors to leverage the fast-growing market for used two-wheelers.

    The latest round of funding also witnessed participation from existing investors Omidyar Network India and Eight Roads Ventures, as well as automotive-focused Astarc Ventures.The six years old two-wheeler consumer brand created an omnichannel buying experience, through a chain of flagship showrooms across Maharashtra, Karnataka, Delhi, NCR, and Rajasthan. The funding will be used towards consolidating its market position, strengthening its technology platform, and expanding customer offerings, it said on Wednesday.

    CredR has been focused on formalising the unorganised and fragmented used two-wheeler market, with over one thousand dealers across India. Even though India’s used two-wheeler market accounts for over 30 million annualised units, challenges around standardisation of pricing, strong quality inspection and customer experience, and most notably post-sales support, persist. “Our mission is to solve for the existing trust deficit in the category through their full-stack vertically-integrated business model empowered with technology,” said the company.

    Speaking about the company’s goal for the future, CredR co-founder Sasidhar Nandigam said, “Our partnership with Yamaha Motors validates our shared vision to provide customers the best option to buy/sell used two-wheelers. They are a name to be reckoned with in the global mobility sphere. The funds raised in this round would help us to go deeper into existing markets and provide a world-class customer experience empowered with technology. Yamaha Motors’ comprehensive understanding and experience in the two-wheeler mobility segment aligns with our first-to-market business model.”

    Commenting on this investment, Yamaha Motors, senior general manager New Venture Business Development & R&D Strategy Section, Technical Research & Development Center, Hajime Aota said, “India is one of the biggest mobility markets in the world and the personal freedom that motorcycles and scooters bring, is a huge and lasting benefit for this country’s people, regardless of whether they are new or used. CredR’s clear vision behind its thriving used two-wheeler business resonated with us, and we decided to invest in the company to help their business scale bigger, which will subsequently lead to a higher quality of life for India’s people.”

    Omidyar Network India, principal, Aditya Misra said the company is doubling down its investment because it believes that two-wheelers are the choice of transportation as much in the top 30 cities in India as the rest of the country. “We find CredR’s customer-centric technology-first mindset applied to their O2O (online to offline) model to be a massive advantage that can go a long way in enhancing trust for consumers,” he added.

  • EaseMyTrip Adds “Activities” to Its Bouquet of Services

    EaseMyTrip Adds “Activities” to Its Bouquet of Services

    NEW DELHI: EaseMyTrip.com, has launched ‘Activities’ on its [platform] that allows travelers to book tickets to an amusement park, staycations at resorts, cruises, boat tours and microlight flying.

    In addition to the services offered by the Company, this new service allows users to book travel experiences from on our website through their desktop / mobile site or the mobile application. Customers visiting domestic destinations including Delhi, Mumbai, Bangalore, Goa and international destinations like Dubai, Prague, Abu Dhabi, Bangkok, Singapore, London, Paris and New York are able to get information about major tourist attractions of these cities. They have an option to choose from a variety of activities at these locations including adventure sports, water sports and cruises.

    Talking about the new service addition, Mr. Prashant Pitti, Executive Director, EaseMyTrip, said, “We have added ‘Activities’ in our array of service for allowing the travelers visiting a place to explore some of the best and most popular attractions. These are fit for those visiting a place for either business or personal purposes with little time to spare without having to wander at places and rely on tour guides. Such activities can offer travelers experiences at their destinations and aim to enhance their trip.”

    He further said, “All the activities available on our platform can be booked separately but can also be clubbed with the tour packages provided by the Company on special demand of the customers.”

  • Is TV Still The Most Effective Ad Medium?

    Is TV Still The Most Effective Ad Medium?

    "TV not only remains the most effective medium – almost twice as much as the rest, making advertisers earn more money than any other medium – but it is also the most efficient in terms of retention rate."

    Television generates a higher ROI than the rest of the media in three of the four categories ($ 1.70 return for every dollar invested in the consumer sector, $ 8.90 in the automotive sector and $ 5.3 in the finance sector) and it is also the medium with better long-term behavior (effect of advertising on consumer buying behavior).

    I believe these facts are quite heavy to support the article's statement.

    There is much talk about the power and scope of the new digital platforms and the different consumption habits that they generate; nevertheless, it is not easy to forget the importance that traditional media still possesses.

    TV, though, is counted amongst the conventional media type, the world hasn't let down its significance and scope it has for reaching the global audience.

    At least in the United States, the reach of the radio is still significantly higher than the rest, even 5 points above the television, says the Nielsen Audio Report for 2019.

    On the one hand, where the radio earns status as a powerful medium, the other hand also tries to balance the equation where television remains unbeaten in terms of its average weekly usage. According to Nielsen, Americans have spent during this first quarter, on average, 36 hours a week watching television, which is more time than they spend with the rest of all other platforms together.

    So don't you think that TV purchase is a worth deal to seal? If you are looking for buying a TV but restrict yourself looking at the budget, go for renting it online. You can look out for tv on rent in Pune, Mumbai, Bangalore, Delhi Gurgaon, and many other metropolitan cities where you get easy accessibility with door to door product deliveries.

    Currently, one of the most serious challenges of the media industry in the digitized world is to ensure the security of brand communication. It is worth emphasizing that television, due to its specificity, has never met and will not be accused of a lack of control over the context in which the brand is shown.

    Television, today, can be characterized by:

    • 100% transparency
    • the highest viewer confidence index,
    • control (legal regulations), and
    • measurability

    If it is believed that television is one of the most powerful assets for advertising, then this statement is made true by some of the facts mentioned below, take a look:

    • The TV is the medium that brings more visibility and the most profitable
    • TV helps reduce costs per acquisition.
    • It offers one of the best ROI.
    • Ability to reach a mass audience.
    • Television is the catalyst for other media
    • A TV is a medium on which the relevance of a brand is based.
    • Television is the medium where emotional campaigns are most effective.

    Now let's see what makes the television the most important advertising medium besides the security of the message.

    Let's take a paper tour:

    #Range

    According to the data, television reaches about 70% of the country's population per day, 90% during the week, and almost every month. The unique combination of coverage with a huge amount of time spent watching TV makes it one of the most reach advertising media.

    #Stability

    Over the past decade, television has proved to be extremely resistant to enormous interference. Despite the constant development of new SVOD services such as Netflix and the emergence of online video platforms such as YouTube, television consumption remains unwavering worldwide, even in such developed markets as the UK or US.

    #Popularity

    Television is the most popular video format of all available forms. According to world data, on average, TV accounts for 90% of the time spent watching the video by the average viewer. For Poland, it is almost 89%.

    # Impact Force

    Communication on TV as a medium most evokes emotions such as laughter or tears among consumers. It also strongly influences viewers' purchasing decisions.

    #Efficiency

    Research around the world indicates the positive effects that TV has on other media. Online brands show particular interest in TV advertising.

    There are also brand icons, which help to have a simple link, with the creative content presented, all ads have a legacy that revolves around this brand icon, to be recognized by everyone.

    Through studies, it has been identified that viewers show higher rates of commitment, with an advertisement, during their first ten seconds, and in these, they must build an emotional connection with the public.

    There are two ways to buy television advertising:

    #The Discount Purchase

    In this case, the television network sets a fixed rate for a specific program or schedule for a specific day, and the advertiser negotiates a discount to broadcast the advertisement.

    #Advantages:

    • The flexibility of purchase, regarding programs and days of issuance.
    • If the audience of the program goes above the average, the same is paid.

    #Disadvantages:

    • You run the risk of lowering the hearing and continuing to pay the same.
    • It has less negotiation capacity.

    #Purchase at GRP cost

    A cost is negotiated with the chain for each GRP ( Gross Rating Point), which is obtained for a target offered. This negotiation includes qualitative and quantitative variables.

    #Advantages:

    • Only what is issued is paid, so if the audience goes down, the budget is not affected.
    • Relative security when reaching coverage rates.

    #Disadvantages:

    • Less flexibility of purchase, in terms of programming, due to the conditions of purchase of the chains.

    In the increasingly connected society in which we live, advertising is everywhere. It is virtually impossible to escape it despite the progress of phenomena such as Ad Blocking.

    It is present in all devices and media. It is omnipresent. But, despite everything, television continues to be positioned as the best platform when it comes to reaching large crowds. It comes as no surprise if we consider the advertising investment figures.

    The Final Say

    As we initiated with facts, we'll end the tradition in the same way:

    • In Australia, an average television campaign achieves sales revenue of $ 1.70 for every $ 1 invested.
    • In Belgium, television generates almost three times the brand memory that on YouTube (42% vs. 15%),
    • While in France, the traffic of an advertiser's website during a television campaign increases by 44%.

    Thus, it is proved that the greatest weapon of television is its effectiveness, which ultimately derives the results as intended.

  • Dentsu Impact bags digital mandate for Tea Brands of Tata Global Beverages India

    Dentsu Impact bags digital mandate for Tea Brands of Tata Global Beverages India

    MUMBAI: Dentsu Impact’s Bangalore branch has bagged the digital mandate for Tata Global Beverages from its tea portfolio including Tata Tea Premium, Tetley, Kanan Devan, Chakra Gold to name a few. After one year of its successful operations out of Bangalore, this is another key business to be handled by the agency’s Bangalore branch.

    Tata Global Beverages India  Vice President – Marketing Puneet Das said, “At Tata Global Beverages, it is our endeavour to remain at the cutting edge of digital marketing through innovative use of the medium.  We are successfully driving the digital agenda on our brands, which is, to continuously engage with today’s audience 24×7, in the environment which is most convenient to them. As we continue forward on our digital journey, we are happy to sign up with Dentsu Impact as our digital creative partner. We believe that their strategic and creative capabilities are a good complement to our digital agenda and we look forward to creating exciting work that will resonate strongly with today’s digital consumer.”

    Speaking on the win, Dentsu Impact  President Amit Wadhwa said, “With the consumer and the media landscape changing rapidly, brands are evolving too. With this evolution, it is extremely important for agencies to re-invent through expertise and ideas and, when you win businesses through this fresh thinking, you know you are on the right path. This new partnership is a big step for Dentsu Impact, especially the Bangalore branch, in truly being the new age agency. We are extremely excited and look forward to partner TGBL in creating some interesting work together.”

    Looking forward to the association, Dentsu Impact  Chief Creative Officer Soumitra Karnik said, “‘Winning a Tata business and that too in a highly competitive region like Bangalore is not everyone’s cup of tea’ – we were told this when we were working on the pitch. We pride ourselves in being strategically and creatively very strong, especially when it comes to integrated ideas. This is what makes Dentsu Impact so successful in most of our pitches. With mega brands such as IKEA and Tata Tea, our Bangalore office has managed to acquire an enviable position in such a short span. We look forward to a great partnership with Tata Global Beverages. Watch out for what brews next.”

  • Socxo releases an e-book on Holiday season marketing – Time for buzz marketing with the Mango Man!

    Socxo releases an e-book on Holiday season marketing – Time for buzz marketing with the Mango Man!

    Mumbai/Bangalore: Socxo, the Bangalore based brand advocacy solutions start-up, has today launched an e-book for marketers to gear up this coming holiday and festive season. And this season in most parts of the world is a full quarter – October to December.

    The e-book guides marketers in leveraging word of mouth marketing this holiday season for their campaigns to maximize awareness, engagement, and trust at a time when the marketing world is ablaze with product launches and promotions, seasonal festive offers, and deals. This approach is proven to act as a sweetener to the deals that are already being flashed. And the real deal is a trusted deal.

    The key steps towards building an interesting holiday campaigns include:

    Getting the right technology

    Planning campaigns and selecting the right platforms

    Select the nano-influencers

    Buckets around which campaigns should be built.

    Measuring and optimizing.

    The e-book highlights the importance of using nano-influencer and brand advocates as the channel for building trusted reach. Not everything can be sold by celebrities and actors and brands end up missing the countless nano-influencers who aren’t actors, rock stars, who have thousands of loyal followers and may not be target of hate mails and messages. It’s time to think beyond celebrity endorsements and get into building your brands loyal believers.

    Speaking on the e-book, Ajit Narayan, CMO & Program Head, Socxo, “Brand advocacy has huge potential, provided its used strategically. It goes beyond celebrities internet or otherwise and focuses on leveraging the brand’s believers. The key to people who actually have a stake in the brand and business. Employees, Customers, Partners and Fans. It’s time for brands to shift their thinking and efforts towards the Mango man (Aam aadmi.) The common man as a network is far more powerful than any celebrity alone."

    "It is an untapped tool by marketers, and holds strong potential in building campaigns, especially during the festive season. With the current quarter being all about festivals and holidays, we conducted this research on how nano-influencers can be capitalised and used smartly. The e-book is designed as the guide on how to think and execute content marketing initiatives and campaigns around nano-influencers", he further added.

    Socxo is a SaaS and mobile based Brand Advocacy Marketing platform, based in Singapore, Bangalore and Kochi.