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Tag: branded content

  • Six principles vital for acceptance of branded content: Vanessa Clifford

    Six principles vital for acceptance of branded content: Vanessa Clifford

    NEW DELHI: It’s the business of consumer connect, realistically. Noting that there was a dearth of good branded content and the British media invested 350,000 pounds sterling towards that every year, Newsworks deputy chief executive Vanessa Clifford said the aim should be to provide value to the consumer.

    Talking about opportunities for branded content at the session “All News is Good News” at ZEE Melt here, she listed six guiding principles for branded content.

    She said that the first was clearly the audience interest. One needed to attract the right kind of audience for a particular brand that one planned to sell through a specific advertisement, she said.

    There was need to plan the communication idea keeping the target audience and the platform – online or print – in mind. Secondly, the print medium was important as its expertise and heritage were built on reputation, she said.

    Trust and transparency was the third on Vanessa’s list of principles. She demonstrated examples of how a reader and viewer’s trust had been won in different advertisement campaigns.

    It was necessary for the advertiser and the media, she said, to set the right goals so that the objective of the campaign was fulfilled.

    Collaboration between the advertiser and the medium was of prime significance so that the message was conveyed perfectly well, Vanessa felt.

    Finally, Vanessa said, there was need to ‘create stories’ that kept the interest of the audience alive.

    Earlier, speaking in the same session on “The Role of Print”, Vanessa said that her experience in the United Kingdom had shown that the impact of the print medium was higher in the long-term and national newspapers drove news brands.

    She quoted Arthur Miller to say that a good newspaper was like a nation talking to itself.

    The print medium delivers results better than any other medium, and campaigners using the print news delivered stronger effects on businesses. News brands command a higher level of attention and 60% of that was focused on newspapers as against 57% on television.

    Referring to branding content, she said that there was greater engagement, trust and personal identification. She observed that advertisements worked on ‘sight and sound’ but often forgot the ‘touch’ aspect which actually drove brands, and this was achieved through the print medium.

    Furthermore, she said that physical interaction in researches had shown that 66% of the consumers considered buying or subscribing to a product if they saw it in print. The return on investments (ROI) by advertisers through the print medium was three times better than any other medium. The print also commanded a higher level of attention.

    Answering a question, she said credibility was higher in the print medium despite the influx of newer online media. Age of the consumer was not a consideration as far as the print medium was concerned, she noted.

    Speaking on “Brands and Marketers” in the age of democratized story-telling, News Corp Senior Vice President-Strategy Raju Narisetti said user-generated content (UGC) used by advertisers had greater effect than a commercial where it was clear that it was being enacted.

    “Everyone is creating content these days, and around 400 hours of content is produced on YouTube every minute,” he said. Democratized story-telling showed that anyone could tell a story through the mobile.

    Raju referred to studies that had shown that 92% consumers were more likely to trust their peers than an advertisement. But, he said, the challenges before UGC was volume, accuracy, acceptance and acquisition.

    There was need to align, identify, verify and license, and deploy before using technology for UGC, Raju concluded.

  • Goafest 2016: JWT leads with 3 golds on ABBY day 2; Taproot Dentsu bag most number of metals

    Goafest 2016: JWT leads with 3 golds on ABBY day 2; Taproot Dentsu bag most number of metals

    MUMBAI: Day 2 at Goafest 2016 saw Creative ABBY being given out to the most creative works  in eight different categories namely — Radio Single, Radio Craft, Branded Content, Brand Activation, Broadcast, Print Craft, Public Relations and Direct.

    Overall JWT Mumbai emerged as the clear leader of day 2 bagging as many as three golds in Radio Singles, Brand Activation and Public Relations categories. Apart from this the agency bagged 11 silver and three bronze metals. Their total number of metals came to 17.

    They were followed by Taproot Dentsu with two golds to their name in Direct marketing and Print Craft categories. Adding up their six silver and ten bronze metals, Taproot Dentsu took home 18 metals home on day 2.

    The agency to bag third most number of metals is Cheil India with two gold, five silver and four bronze.

    Category wise break up of metals winners are as follows:

    Radio singles: JWT Mumbai bagged one gold in Radio Singles  for Godrej’s  MAMAcampaign  in the category followed by one bronze and one silver. They were followed by Contract Advertising getting eight bronze and two silver,  and Dentsu Creative Impact winning seven bronze and one silver.

    Radio Craft was led by Scarecrow Communications getting five bronze metals followed by  Rediffusion Dentsu Young & Rubicam with two bronze and one silver. JWT Mumbai too fared well with one bronze and one silver to their name.

    Print Craft: Taproot Dentsu stood out in the print category with a gold to their name for their campaign for Indian Outdoor Advertising Association. They also secured nine bronze metals and and three silvers in the category. Apart from them, Ideas@work bagged four bronze metal followed by Dentsu Aegis Network with two bronze and two silver. There were n total one gold, 23 bronze and 11 silver metals given out in the category.

    Public Relations: This is one category that attracted the most number of golds, with total 8 golds, 16 bronze and 9 silvers. Sarva Integrated emerged as clear winners with two golds to their name, followed by Cheil India with one gold, one bronze and one silver award.

    Broadcasters: Broadcasters category saw a fascinating showdown with over all 15 bronze, four silver and two gold metals. Star India bagged the most number of metals with 10 bronze, two silver and one gold. They bagged their gold for Mauka Mauka as the Best TV sports channel program promo. Zee Entertainment enterprises bagged the second gold in the category for their work on Bond Vs. Bond as best movie promo on TV. There were total 2 golds, fifteen bronzes and four silvers in the category.

    Branded Content: Brave New World bagged the gold in the category for their campaign for The Roadster Life Co followed by Maddison worldwide with three bronzes.

    Brand Activation:  In the brand activation space JWT has bagged the only gold in the genre along with five other silver metals. They received their gold for Udaan for Airtel. They were followed by Cheil India with one gold for Samsung Joy Plus TV, two silver and two bronze; and DDB Mudra with one gold for UNICEF and one bronze metal to their name.

    Direct: In direct marketing category, Taproot Dentsu won the show with one gold, two silver and two bronze awards. They bagged their gold for Waiting For You for Times Of India. Dentsu Creative Impact received a gold award for their work on One Breath: He She and Them for Max Health Care. In total there were two golds, 13 bronzes and nne silvers awarded in this category.

    Percept Limited director Ajay Chandwani who had overseen the entire process closely, right from the round one of shortlisting of entries, to jury discussions on it to the ultimately anonymous voting to choose the winners mentioned that the jury had been extremely fair and meticulous in selecting the winners.

    As per Chandwani, “Firstly the number of golds have gone down. The reason could be that the judging standard has gone up by quite a lot, therefore there are fewer golds and nothing so far has received a Grand Prix.. The other thing to note is that if there is a powerful idea the creatives have had, they making the most of it by entering it in several categories. So there are some campaigns which have gotten recognition in several categories, although the judging in each category may be different so while it gets a bronze in one category, it may get a silver in another. This is a worldwide trend not restricted to India alone.”

    The evening held special significance as the media and advertising fraternity also came together to felicitate Piyush Pandey, Executive Chairman and Creative Director, O&M India on receiving the Padma Shri, the fourth highest civilian award of India. Vineet Jain, Managing Director, Bennett, Coleman & Co. Ltd. was also felicitated for his significant contribution to innovative growth in the media industry, unstinting support to the advertising industry, his unflinching belief in the importance of creative communication and his ongoing efforts to use communication as a force for societal change.

  • Goafest 2016: JWT leads with 3 golds on ABBY day 2; Taproot Dentsu bag most number of metals

    Goafest 2016: JWT leads with 3 golds on ABBY day 2; Taproot Dentsu bag most number of metals

    MUMBAI: Day 2 at Goafest 2016 saw Creative ABBY being given out to the most creative works  in eight different categories namely — Radio Single, Radio Craft, Branded Content, Brand Activation, Broadcast, Print Craft, Public Relations and Direct.

    Overall JWT Mumbai emerged as the clear leader of day 2 bagging as many as three golds in Radio Singles, Brand Activation and Public Relations categories. Apart from this the agency bagged 11 silver and three bronze metals. Their total number of metals came to 17.

    They were followed by Taproot Dentsu with two golds to their name in Direct marketing and Print Craft categories. Adding up their six silver and ten bronze metals, Taproot Dentsu took home 18 metals home on day 2.

    The agency to bag third most number of metals is Cheil India with two gold, five silver and four bronze.

    Category wise break up of metals winners are as follows:

    Radio singles: JWT Mumbai bagged one gold in Radio Singles  for Godrej’s  MAMAcampaign  in the category followed by one bronze and one silver. They were followed by Contract Advertising getting eight bronze and two silver,  and Dentsu Creative Impact winning seven bronze and one silver.

    Radio Craft was led by Scarecrow Communications getting five bronze metals followed by  Rediffusion Dentsu Young & Rubicam with two bronze and one silver. JWT Mumbai too fared well with one bronze and one silver to their name.

    Print Craft: Taproot Dentsu stood out in the print category with a gold to their name for their campaign for Indian Outdoor Advertising Association. They also secured nine bronze metals and and three silvers in the category. Apart from them, Ideas@work bagged four bronze metal followed by Dentsu Aegis Network with two bronze and two silver. There were n total one gold, 23 bronze and 11 silver metals given out in the category.

    Public Relations: This is one category that attracted the most number of golds, with total 8 golds, 16 bronze and 9 silvers. Sarva Integrated emerged as clear winners with two golds to their name, followed by Cheil India with one gold, one bronze and one silver award.

    Broadcasters: Broadcasters category saw a fascinating showdown with over all 15 bronze, four silver and two gold metals. Star India bagged the most number of metals with 10 bronze, two silver and one gold. They bagged their gold for Mauka Mauka as the Best TV sports channel program promo. Zee Entertainment enterprises bagged the second gold in the category for their work on Bond Vs. Bond as best movie promo on TV. There were total 2 golds, fifteen bronzes and four silvers in the category.

    Branded Content: Brave New World bagged the gold in the category for their campaign for The Roadster Life Co followed by Maddison worldwide with three bronzes.

    Brand Activation:  In the brand activation space JWT has bagged the only gold in the genre along with five other silver metals. They received their gold for Udaan for Airtel. They were followed by Cheil India with one gold for Samsung Joy Plus TV, two silver and two bronze; and DDB Mudra with one gold for UNICEF and one bronze metal to their name.

    Direct: In direct marketing category, Taproot Dentsu won the show with one gold, two silver and two bronze awards. They bagged their gold for Waiting For You for Times Of India. Dentsu Creative Impact received a gold award for their work on One Breath: He She and Them for Max Health Care. In total there were two golds, 13 bronzes and nne silvers awarded in this category.

    Percept Limited director Ajay Chandwani who had overseen the entire process closely, right from the round one of shortlisting of entries, to jury discussions on it to the ultimately anonymous voting to choose the winners mentioned that the jury had been extremely fair and meticulous in selecting the winners.

    As per Chandwani, “Firstly the number of golds have gone down. The reason could be that the judging standard has gone up by quite a lot, therefore there are fewer golds and nothing so far has received a Grand Prix.. The other thing to note is that if there is a powerful idea the creatives have had, they making the most of it by entering it in several categories. So there are some campaigns which have gotten recognition in several categories, although the judging in each category may be different so while it gets a bronze in one category, it may get a silver in another. This is a worldwide trend not restricted to India alone.”

    The evening held special significance as the media and advertising fraternity also came together to felicitate Piyush Pandey, Executive Chairman and Creative Director, O&M India on receiving the Padma Shri, the fourth highest civilian award of India. Vineet Jain, Managing Director, Bennett, Coleman & Co. Ltd. was also felicitated for his significant contribution to innovative growth in the media industry, unstinting support to the advertising industry, his unflinching belief in the importance of creative communication and his ongoing efforts to use communication as a force for societal change.

  • Goafest Creative Abby jury chairs announced for Integrated, OOH/Ambient, Branded Content and Public Relations

    Goafest Creative Abby jury chairs announced for Integrated, OOH/Ambient, Branded Content and Public Relations

    MUMBAI  The Awards Governing Council of Goafest 2016 has declared the jury chairs for Integrated, OOH/Ambient, Branded Content and Public Relations. DDB Mudra chairman and CCO Sonal Dabral will chair the OOH/Ambient Jury of Creative Abby,  J. Walter Thompson  CCO Senthil Kumar will chair the integrated category.  Reliance Broadcast Network  CEO Tarunl Katial will be jury chair for the  branded content category while Madison PR  CEO Paresh Chaudhury will chair the Public Relations category.

    Dabral  has over two decades of experience in advertising industry and has curated many winning campaigns for major local, regional and multinational brands.  He began his career in Lintas and after a brief stint in Mudra Delhi, went on to have an extremely successful stint at Ogilvy Mumbai. He then went on to head Ogilvy in Malaysia and make it one of the top creative offices in the region.   Thereafter, as the chairman and ECD of Ogilvy Singapore, he helped the agency become the hottest agency in the region and the no.1 creative office of the WPP global network. In 2007 he led the agency for it to become the third highest awarded agency in the world at Cannes Lions. He is a prolific winner in most of the regional and international award shows like Cannes, Clio, D & AD, One Show, LIA, Andy Awards, AdFest, Spikes etc,

    Kumar has been celebrated in India and recognized globally for the ability to amplify deep local insights into simple ideas that solve complicated marketing challenges. He has won India’s first and second Film Gold Lions at The Cannes Lions International Festival in 2009.  His ideas have helped build several brands in India including: Levi’s, Nike, Google, Ford, etc. Kumar can be spotted in several creative books under the classifications of writer, creative director, designer, photographer and film maker. His work has risen beyond successful marketing case studies to mine over 100 international creative awards.

    Katial is at the helm of one of India’s youngest media houses and is considered to be one of the most successful executives in the Indian media industry. A stint in adverting followed by over a decade of experience in broadcast with brands like Star and Sony and now Reliance Broadcast, Katial has successfully led high decibel launches of industry tent poles and has always been able to rightly tap the consumer’s pulse. Other significant achievements in Katial’s cap include being voted the NewsCorp Achiever for Asia and being included among the best in the ‘India Today 30 on 30’ list. He was also part of the team that won the first Media Gold at Cannes.

    Chaudhry has over 24 years of brand communication and reputation management experience across industries and key global markets and is also founder president of the “Indian Forum Of  Corporate Communicators” (IFCC).   Chaudhry’s last assignment was as group president -corporate communications, Reliance Industries, prior to which he was head of communications at HUL and communications leader, Unilever South Asia.  From building the corporate brand of Ranbaxy in North America, Europe and India, to aligning regional communication country teams to bring alive ‘the transition to one Unilever brand’ and driving the corporate name change from “HLL” to “HUL”, to putting together systems and processes for effective global (internal and external) communications at RIL, Chaudhry has led communications for many iconic and tentpole campaigns in India.

     

  • Goafest Creative Abby jury chairs announced for Integrated, OOH/Ambient, Branded Content and Public Relations

    Goafest Creative Abby jury chairs announced for Integrated, OOH/Ambient, Branded Content and Public Relations

    MUMBAI  The Awards Governing Council of Goafest 2016 has declared the jury chairs for Integrated, OOH/Ambient, Branded Content and Public Relations. DDB Mudra chairman and CCO Sonal Dabral will chair the OOH/Ambient Jury of Creative Abby,  J. Walter Thompson  CCO Senthil Kumar will chair the integrated category.  Reliance Broadcast Network  CEO Tarunl Katial will be jury chair for the  branded content category while Madison PR  CEO Paresh Chaudhury will chair the Public Relations category.

    Dabral  has over two decades of experience in advertising industry and has curated many winning campaigns for major local, regional and multinational brands.  He began his career in Lintas and after a brief stint in Mudra Delhi, went on to have an extremely successful stint at Ogilvy Mumbai. He then went on to head Ogilvy in Malaysia and make it one of the top creative offices in the region.   Thereafter, as the chairman and ECD of Ogilvy Singapore, he helped the agency become the hottest agency in the region and the no.1 creative office of the WPP global network. In 2007 he led the agency for it to become the third highest awarded agency in the world at Cannes Lions. He is a prolific winner in most of the regional and international award shows like Cannes, Clio, D & AD, One Show, LIA, Andy Awards, AdFest, Spikes etc,

    Kumar has been celebrated in India and recognized globally for the ability to amplify deep local insights into simple ideas that solve complicated marketing challenges. He has won India’s first and second Film Gold Lions at The Cannes Lions International Festival in 2009.  His ideas have helped build several brands in India including: Levi’s, Nike, Google, Ford, etc. Kumar can be spotted in several creative books under the classifications of writer, creative director, designer, photographer and film maker. His work has risen beyond successful marketing case studies to mine over 100 international creative awards.

    Katial is at the helm of one of India’s youngest media houses and is considered to be one of the most successful executives in the Indian media industry. A stint in adverting followed by over a decade of experience in broadcast with brands like Star and Sony and now Reliance Broadcast, Katial has successfully led high decibel launches of industry tent poles and has always been able to rightly tap the consumer’s pulse. Other significant achievements in Katial’s cap include being voted the NewsCorp Achiever for Asia and being included among the best in the ‘India Today 30 on 30’ list. He was also part of the team that won the first Media Gold at Cannes.

    Chaudhry has over 24 years of brand communication and reputation management experience across industries and key global markets and is also founder president of the “Indian Forum Of  Corporate Communicators” (IFCC).   Chaudhry’s last assignment was as group president -corporate communications, Reliance Industries, prior to which he was head of communications at HUL and communications leader, Unilever South Asia.  From building the corporate brand of Ranbaxy in North America, Europe and India, to aligning regional communication country teams to bring alive ‘the transition to one Unilever brand’ and driving the corporate name change from “HLL” to “HUL”, to putting together systems and processes for effective global (internal and external) communications at RIL, Chaudhry has led communications for many iconic and tentpole campaigns in India.

     

  • Editors give thumbs up to branded content, if it doesn’t interfere with quality

    Editors give thumbs up to branded content, if it doesn’t interfere with quality

    MUMBAI: While the business heads and sales heads are worried about how to keep revenues growing, the editors are concerned about keeping them away from getting into their editorial decisions. Discussing exactly this was a panel at the 7th Indian News Television Summit that saw ITV Network editor in chief Deepak Chaurasia, senior columnist and veteran journalist QW Naqvi and Mi Marathi consultant and former IBN Lokmat chief editor Nikhil Wagle that was moderated by indiantelevision.com group founder, CEO and editor in chief Anil Wanvari.

     

    The discussion started off with Wanvari asking them how much would allow business heads to interfere with the editorial. Naqvi said that a business target should not influence editorial decision. Wagle said that he is aware that business is needed to run a channel but ‘without interference the channel can be profitable.’

     

    Chaurasiya was of the opinion that both need to be together for the business model to survive. “The company will go into loss if the model is wrong. The editorial should know the company’s profit and loss because it can’t be a loss  making business. However, sales and editorial should not have the authority to decide whether or not a story should be shown or the angle of the story be taken. If the marketing team will tell me that a particular party is giving money if we do this story and in this angle, then I would say I have surrendered myself to them,” he said.

     

    Wanvari said that political parties were different from brands, to which Wagle said that he isn’t against sponsored programmes, if they are disclosed. “If I was an editor, either I will stop such content or resign,” he said. Naqvi said that he is fine with integration where the quality, judgment and quantity isn’t compromised. “A programme shouldn’t be made just to make a brand happy despite not having any value,” he pointed out.

     

    Chaurasia however said that even a half an hour show with bad ratings will ruin his day’s average, so he hesitates while taking advertorial, despite the money. “Rather than think short term, I think its long term impact on my ad rates. 90 per cent advertisers want to make the show in their perspective,” he said. He was however worried about how with too many ads the time spent on the channel is decreasing.

     

    Times Now editor in chief Arnab Goswami is a brand in himself, which is being used by the channel, said Wanvari asking whether the three of them would allow that to happen to them. “TAM ratings only give numbers, not reactions. When that can be analysed, the real worth of a brand will be known,” he said.

     

    According to Chaurasia, with emergence of new channels and people shifting channels, it isn’t easy to keep brand loyalty. “Now-a-days people think that in four months, people will start asking for autographs while the first generation journalists have taken many years to prove their worth. They feel marketing will help them become this sooner,” he said.

     

    Moving on to the digital play in the future, Naqvi said that there is no doubt about digital being the priority for all. But when Wanvari asked if the editor would go with the marketing to an advertiser, Chaurasia said, “My work is to do content and make them understand the meaning. I have to get them ratings, revenue is a different department.”

     

    The regional space will see proliferation of digital in five years, according to Wagle, and long format journalism will be replaced by short form.

     

    Responding to Wanvari’s question about syndicating shows like how Al Jazeera or BBC does, Naqvi said that when the format will turn to digital, they could think of creating content that could sell because then the audience becomes global. “For this, we will need good internet connectivity till the remotest corner of the country,” he said. However, he also pointed out that not too many channels will survive digitally because people will not want to clutter their phones, but won’t mind seeing a long list of channels on TV.

  • Abbys adds Branded Content & Entertainment category

    MUMBAI: The Branded Content & Entertainment Abby has been added as a category in this year‘s edition of The Abbys, the advertising awards that take place during the Ad Club‘s annual festival Goafest.

    Branded content and entertainment has been defined as the creation of, or natural integration into, original content by a brand. The purpose is to deliver marketing messages by engaging consumers via relevant content platforms rather than the use of traditional advertising methods. It has the following six sub categories –

    • Best fictional program, series or film where a client has successfully created a drama, comedy or miniseries around a product or brand
    • Including TV, mini-series, web series, cinema, DVD releases and online/digital
    • Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)
    • Including TV, mini-series, web series, cinema, DVD releases and online/digital
    • Best brand or product integration into a feature film, existing TV show and/or series
    • Including TV, mini-series, web series, cinema, DVD releases and online/digital
    • Best use or integration of experiential events 
      ” Creative positioning of a brand using events, festivals, flash mobs, installations etc.
    • Best use or integration of music
    • Including music in original branded content, brand integration into music distribution or promotion, the creation of a music-based program or platform
    • Best integrated entertainment content campaign which uses more than 2 media.

    The last date for the entries is 28 February. This year, the Abbys will be held on 5 and 6 April in Goa.

  • Bacardi India’s Dewarists makes it to the Branded Content and Entertainment shortlist

    Bacardi India’s Dewarists makes it to the Branded Content and Entertainment shortlist

    MUMBAI: Music reality show The Dewarists, which was sponsored by Bacardi India’s brand Dewar‘s Scotch, has won itself a place in the Branded Content and Entertainment Lions category at the 59th Cannes Lions Festival.

    The entry, sent by Bacardi India, has qualified in the sub category ‘Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s).’

    The agencies involved in the campaign are Babble Fish Productions, Only Much Louder Entertainment and Design of Information.

    The category of Branded Content and Entertainment category has been introduced this year and has received 800 entries. There were 18 entries from India and Bacardi was the only one to make it to the shortlist.

    The Dewarists, a 10 part TV series, documented the stories and journeys of over 40 musicians from different genres. It was designed for a young urban audience. It saw participation by independent musicians ranging from Grammy-winners to lesser-known believers in their craft, as they explored 10 different locations across India, while creating seemingly unlikely but equally unique collaborations across musical genres.

    It was also the first Indian TV show to be simulcast online, rendering it more accessible as it got over 45 per cent mobile viewers.

    The target audience had been identified as the 25-34-year-old male consumer who likes to experiment but at the same time is apathetic towards commercial messaging. This young set is also least likely to watch television by appointment and most likely to be found online.

    The show’s YouTube channel got over 1.7 million, making it the top rated brand channel in the country at the time. Considering there are restrictions on advertising by liquor brands in India, Dewar’s Whiskey gained over $ one million in publicity from The Dewarists. Through distribution of the 10 collaboration tracks created during the show for free, Dewar’s India Facebook page generated over 3.2 million social engagements and over 120,000 downloads.