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Tag: DCMN

  • DCMN expands insights capabilities in India; onboards Akshay Kapur

    DCMN expands insights capabilities in India; onboards Akshay Kapur

    Mumbai: The growth marketing partner for digital brands DCMN has announced the expansion of its insights capabilities in India. To help oversee the new expansion, DCMN has brought Akshay Kapur on board.

    Based out of Gurgaon, Kapur joins DCMN from audience insights and analytics leader Nielsen, where he spent close to four years working with clients including Pernod Ricard India, DSM, Dabur, Reckitt Benckiser, and GSK.

    With ad spend set to cross the Rs one lakh crore mark this year in India alone, brands have never been more aware of the need to invest their budgets in the right audiences and campaigns that will help them drive real growth.

    DCMN’s insights solutions are built to eliminate guess-work from a campaign, with capabilities including:

    Target group analysis: Helping brands gain a true understanding of their audiences’ socio-demographics, needs, interests, media behavior and drivers for using a specific product or service. From there, marketing teams can better adapt their messaging and campaigns to appeal to these particular demographics.

    Ad concept testing: Allowing brands to see which out of a selection of creative ad concepts is the most impactful and will resonate the most with consumers. This ensures businesses are getting the most bang for their buck before launching into the costly production process.

    Brand tracking: Measuring metrics such as brand awareness, consideration, usage and loyalty, among others. This is especially helpful to measure before and after a specific campaign, allowing businesses to measure upswing in key branding metrics and understand how successful a campaign really is.

    “Performance metrics can only give you so much insight into how well an advertising campaign has performed,” said DCMN country head India Bindu Balakrishnan. “Our clients are increasingly focused on building brand salience and want to know what impact a campaign has had on more nuanced awareness metrics like likeability and brand recognition. These are the questions our Insights product is designed to help answer.”

    “Having this overview of both sides of the coin – i.e. both the performance and broader awareness metrics – gives a fuller picture of a marketing campaign’s impact and is invaluable for charting a brand’s growth,” he further added.

    To date, DCMN has worked with hundreds of businesses to help them make better strategic decisions with data-based insights, including for unicorn eSports and mobile gaming platform Mobile Premier League, and leading global caller ID app Truecaller.

  • 71 per cent of Indian marketers’ budgets to increase in 2022: DCMN Growth Guide

    71 per cent of Indian marketers’ budgets to increase in 2022: DCMN Growth Guide

    Mumbai: At least 66 per cent of global marketers expect their budgets to increase next year, with this figure rising to 71 per cent for Indian marketers alone, showed a new analysis published by DCMN, the growth marketing partner for digital brands.

    The ‘Growth Guide’ released on Thursday looks at marketers’ goals, strategies and challenges going into 2022, and points to a new period of growth for the industry.

    While, in India, 71 per cent of Indian marketers surveyed expect an increase in their budgets in 2022, it was 75 per cent in France and 68 per cent in the US. It’s good news for marketing and advertising agencies with the vast majority of Indian respondents – 93 per cent – planning to increase their spending on agencies in the next 12 months.

    Aside from spending on agencies, budgets will go towards experimenting with new formats and advertising channels. Outside of digital advertising, the three channels Indian marketers plan to focus on and invest in the most are mobile advertising, podcasts and linear TV.

    The research also shows that 62 per cent of Indian marketers are more focused on long-term branding efforts, versus 33 per cent for performance-oriented goals. This is remarkably in-line with global figures, at 65 per cent versus 31 per cent.

    The new year also comes with its own challenges. As advertising campaigns grow ever more complex, marketers in India are most concerned about managing and reconciling large amounts of data across channels. Keeping up with privacy regulations comes in second place, as policies targeting iOS and the future of cookies are set to dramatically reshape the marketing world.

    The research conducted by Censuswide on behalf of DCMN surveyed 600 in-house marketers in the US, the UK, France, the Netherlands, Germany and India. The results offer an understanding of how the marketing landscape has changed after a tumultuous few years and how optimistic brands are heading into 2022.

    “At DCMN, we wanted to take a closer look at where the marketing industry stands right now, and the impact of a disrupted 2020 and 2021. The results are impressive, and point to a marketing rebound in the coming year – both in India and in other countries around the world. Overall, we’re seeing that branding efforts remain top of mind for marketers. It’s also clear that brands still have huge faith in linear TV, with mobile advertising and TV set to be some of the most popular channels for marketers to invest in next year,” said DCMN country head – India Bindu Balakrishnan.

  • Rebel Foods awards Sweet Truth TV campaign to DCMN

    Rebel Foods awards Sweet Truth TV campaign to DCMN

    NEW DELHI: DCMN India has won the mandate for Rebel Foods’ premium Western dessert brand Sweet Truth. The marketing campaign consists of a brandformance TV flight for the Indian market, which was launched on 15 October 2020.

    Aside from media planning and booking, DCMN will track and optimize the campaign’s performance using their proprietary TV attribution tool DC Analytics. The ads are being rolled out nationwide, including in the 35 cities where Sweet Truth is available. The campaign is targeting young men and women who are quality-conscious western dessert lovers. And the cherry on top: Users can give a dessert to a beloved fellow sweet tooth with a personalised video.

    “We are excited about being able to support Sweet Truth’s growth with a very targeted campaign and all analytics as well as media expertise available to us. Given the fast development of this industry, especially in the context of the ongoing pandemic, brandformance TV is the perfect approach to grow the Sweet Truth brand among its target groups,” said Bindu Balakrishnan, country head of DCMN India.

    Sweet Truth is the fourth brand from the Rebel Foods ecosystem that DCMN is onboarding. The two companies are already working together to grow the Behrouz Biryani, OvenStory and Faasos brands. The Sweet Truth account will also be serviced from DCMN’s Gurgaon office and will be led by Balakrishnan.

    On the launch of the campaign, Rebel Foods VP-brands Nishant Kedia said it will speak to their target audience of urban dessert lovers with a refined palate in a meaningful way.

    Sweet Truth is India's online delivery service for premium Western desserts – for all occasions. Its parent company is Rebel Foods (formerly Faasos), which runs 350+ cloud kitchens delivering across India, South East Asia, UK and UAE.