ITV

Tag: Dentsu Aegis Network

  • Isobar launches India’s first ever UGC-led Voice Mobile Banner

    Isobar launches India’s first ever UGC-led Voice Mobile Banner

    MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has partnered with Forevermark Diamonds to launch India’s first User Generated Content led Voice Mobile Banner. The banner has been created to initiate the Forevermark ‘Half Carat Diamond’ campaign under the theme – ‘The Better Half Within Me’, a film that portrays women protagonists pursuing their dreams and passions.

    As per Isobar, the campaign is based on the insight that women generally tend to keep their passions to themselves even as they continue to focus more on their family needs. Hence, through this campaign, the brand intends to give its users a unique platform to share their hobbies and talents through an immersive experience. 

    For that Isobar has created an interactive banner across relevant apps used by women, which focus on areas like cooking, fitness, beauty, lifestyle, amongst others. Women are asked to engage with the banner by speaking about their passion into their mobile microphones and then led to the final frame with Forevermark’s video and a customised message containing the keyed-in passion. The results can be shared via WhatsApp and Facebook.

    Isobar India executive vice president Shekhar Mhaskar said, “The innovation resonates aptly with the brand’s message of celebrating the better half within a woman. Literally and figuratively, this mobile innovation gives women a platform to [voice] their passions and have them heard. We would love to take this thought forward with Forevermark to drive a movement for women where they can make their passions come alive.”

    Isobar India senior director mobile Priyanka Shah said, “Voice is clearly the future. As per a report by Mind Mold and Statistica, we will witness 200 billion voice searches per month by 2020 and there will be 1.83 billion consumers worldwide using AI voice assistants by 2021. Hence we thought of an idea that could deliver the creative message by tactically using the voice platform. The campaign idea brought forward the beautiful concept of embracing your ‘better half’, which lies within you, by prompting the user to voice out their passions. It’s a small step towards Voice revolution and the response rates have made this innovation a stronger case study for deeper future engagements.”

    Forevermark India marketing director Toranj Mehta said, “The Forevermark Half Carat campaign is based on the insight that women, whilst taking care of their family, like to pursue their own passions and follow their dreams. We are encouraging women to let this half of theirs shine. This innovation fits the objective perfectly and allows women to voice out their passions. The numbers we have seen from this innovation are very encouraging and we will look at more such voice activated units in the future.”

    Isobar has also revealed that of the 22,000 women engaged with the communication, 71 per cent were open to sharing their passion points with the brand. The overall campaign reach until now is more than 1 million, with an engagement rate of over 2 per cent.

  • Dentsu Impact launches brand campaign for Next-Gen Maruti Suzuki Ertiga

    Dentsu Impact launches brand campaign for Next-Gen Maruti Suzuki Ertiga

    MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out a new integrated brand campaign for the next generation Maruti Suzuki Ertiga. Positioning the Next-Gen Ertiga as a ‘Stylish New MPV’, the campaign ‘Move together in Style’ demonstrates how seamlessly the new Ertiga fits in one’s lifestyle. Maruti Suzuki Arena’s brand ambassador, Varun Dhawan, has been roped in to launch the Next Gen Ertiga 2018.

    Dentsu Impact president Amit Wadhwa said, “The customer today wants style and substance bundled together. With the new Ertiga delivering style and performance, the messaging we crafted was straight and to the point. The team had great time in conceptualising and executing the language which will certainly resonate well with the TG”.

    Dentsu Impact national creative director Anupama Ramaswamy said, “The Next Gen Ertiga is a great example of how a world of style, comfort, and performance brings people together. And this idea is a celebration of the same philosophy. Needless to say, this campaign saw the team truly working together in style.”

    As its long-standing partner, Dentsu Impact has been involved in conceptualising and creating this integrated campaign for Next Gen Ertiga. The campaign is tailored to fit the consumer journey on offline & digital platforms through numerous assets and smarter use of celebrity for the “digitally savvy audience”. Beyond building awareness, the campaign intends to position the Next Gen Ertiga as the most stylish MPV.

  • iProspect India launches initiative to empower women

    iProspect India launches initiative to empower women

    MUMBAI: iProspect India, the digital performance agency from Dentsu Aegis Network, has announced its Women@iProspect initiative that will focus on safety, gender diversity, and leadership for its female employees. The initiative is a part of its Women@Dan programme.

    Women@iProspect will see women leaders discuss issues affecting women at work, challenges faced, how to create a work-life balance among others. The initiative, a regular feature every quarter, will be led by iProspect India CEO Rubeena Singh.

    The initiative comprises four parts including a women’s network wherein the employees will exchange ideas on how they can grow in their career; a connecting minds initiative that will help the females in the company get an external POV from a successful women leader from other industry or company through an interactive session; a therapy day on which women can (anonymously) talk to a counsellor/therapist on how to create a successful work-life balance and regarding other issues impacting their personal and professional growth; and identify the mentor initiative through which the senior leadership team will identify 2-3 women employees and put them on a fast-track mode wherein they will be mentored for a year to reach the next level in their career graph.

    Talking about the initiative, Singh said, “iProspect has always believed in enriching and helping its employees grow. Through this initiative, we want to empower diversity as well as help women reach senior roles with much more confidence. It is sad to see that while women form almost half of India’s population, their representation at workforce is very little and it further shrinks at senior levels. At iProspect, we want to change that.”

    The first session, held on 10 December 2018, saw ICICI Bank’s deputy general manager – marketing and communications Azmat Habibulla share her story. “It is a great initiative undertaken by iProspect and I believe we need such initiatives across boards to help women rise to become leaders of tomorrow. At ICICI too have various initiatives to help women employees overcome challenges that many of them face at certain life stages.”  

    The company believes in equal opportunities for all and hence, the initiative, titled Women@iProspect, will even see men participating.

  • Dentsu Impact, We Are Water Foundation promote #CloseOpenDefecation

    Dentsu Impact, We Are Water Foundation promote #CloseOpenDefecation

    MUMBAI: To mark World Toilet Day, Dentsu Impact, the creative agency from Dentsu Aegis Network, joined hands with We Are Water Foundation, CSR wing of Roca Bathroom Products Pvt Ltd and launched a social experiment ‘#CloseOpenDefecation’ at Sector 29—Gurugram, Haryana.

    A makeshift public toilet was constructed, the inside of which was a site – perhaps common to 250 million people in rural India – a railway track that’s used as an open defecating area. Children and women holding placards delivered the hard facts and adverse effects of open defecation. Following the experiment several people pledged to #CloseOpenDefecation by signing up on the We Are Water foundation portal. With each sign up/pledge, the foundation contributed to the construction of more toilets.

    Dentsu Impact chief creative officer Soumitra Karnik said, “As advertisers, we must create communication which can assist the society we live in, in bringing about a positive change. As communication experts we can and should create content that delivers solutions that can impact a change in our society.”

    Roca India marketing head and We are Water Foundation India management trustee Mayuri Saikia said, “The problem of open defecation has always been prevalent in the country and still 250 million rural Indians continue to defecate in the open exposing them to various disease and mishaps. Through We Are Water Foundation we have been promoting healthy living, better hygiene and improved sanitation in the country and have done some truly impactful work over the years. When the idea was presented to us, we saw immense potential in it. So far, we have received a heart-warming response for the campaign as more and more are joining the cause with the foundation. As corporates and individuals, we need to realise that beyond government initiatives, we have so much power to drive the desired behavioral change towards usage of toilets and work towards the common goal to #CloseOpenDefecation.”

    Prior to the social experiment, a film featuring the plight of rural India was launched on social media platforms along with teasers. This was followed up by the Social Experiment film and the option to pledge and tweet was extended to the online urban audience.

    As revealed by Dentsu, ever since the movement, #CloseOpenDefecation has grabbed many eyeballs. It even trended at the no. 2 spot on Twitter for a day and has garnered 428k views so far.

  • Posterscope launches ROOH – Digital OOH Ad Exchange

    Posterscope launches ROOH – Digital OOH Ad Exchange

    MUMBAI: Posterscope India, the out-of-home specialist from Dentsu Aegis Network, has announced the launch of ROOH (Real Time Out Of Home), a unique planning-buying platform (including programmatic) for digital OOH inventories.

    Based on the extensive use of APIs (application programming interface), Posterscope’s ROOH uses a wide variety of data feeds to create customised and targeted advertising. The tool aims to help Posterscope to further strengthen and bolster its real-time capabilities in India as billings from digital OOH are estimated to grow at a rate of 60 per cent by the end of 2019.

    With the launch of ROOH, Posterscope India has collated and brought together more than 60,000 digital screens on a single platform. This tool not only uses analytics around the screen when consumers frequenting the location but also exploits Dentsu Aegis Network’s research, insights and planning tool – CCS (Consumer Connections Study Planner) along with Dan Explore (a tool that examines consumer passion points) to arrive at the right screen mix for the brand to help optimise the plan.

    Posterscope Group South Asia group MD Haresh Nayak said, "The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset, represents an enormous leap in the power of the OOH medium. I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication."

    ROOH senior vice president Deepak Kumar said, “Over the last two years, we have worked across 2500 towns, dealing with over 50 key media owners, to develop this tool. This has helped us in understanding and curating ROOH. The flexibility of ROOH will enable some interesting campaigns and will make OOH truly a dynamic medium. The Posterscope Group predicts that the year 2020 will be a defining year for real time out of home.”

    During the test phase, Posterscope India activated programmatic triggers, specific to time and location, with multiple creatives on a limited number of screens to observe market reaction. “In turn, the agency observed exponential increase in client queries to understand the medium so that it could help them execute their campaigns more effectively. Currently, BFSI, mobile, e commerce and automobile categories are at the forefront of usage of this tool,” a press statement shares.

    Only accessed by its planning team now, Posterscope will soon extend ROOH’s access to its clients and partners. ROOH will provide insights and data to them – right from the brief stage juxtaposed against consumer analytics that will help then detect and decipher the apt triggers for their campaign. Human intervention, then, will be limited and utilised only if necessary.

  • Isobar Launches ‘Augmented Humanity: Isobar Trends Report 2019’

    Isobar Launches ‘Augmented Humanity: Isobar Trends Report 2019’

    MUMBAI: Isobar, a leading global digital agency from Dentsu Aegis Network, today releases ‘Augmented Humanity: Isobar Trends Report 2019, an exploration of five digital trends for 2019. The report explores the extent to which humanity will work in harmony with technology to expand and enrich life in 2019, and is available to download at isobar.com.

    Written by the innovation and strategy experts across Isobar’s 85 offices in 45 markets, the report builds on the concept of Augmented Humanity, developed by Isobar in 2018.   The 2019 trends report explores the changing nature of the human relationship with technology: from how we work and play, to how we travel, shop, spend our leisure time and engage with brands.

    The report is centered around a belief that technology augments our experience of the world, allowing us to work more efficiently, to live healthier lifestyles, to make better human decisions and to expand our creativity.  It explains why Isobar believes that this is an important moment in human history, outlines some of the myriad opportunities that these technological developments open up and shines a light on some of the challenges posed by digital disruption.

    Isobar’s five key trends for 2019 are:

    1) The evolving interface – How the intersection between humans and technology is changing

    2) The human algorithm – How data can help us to better understand ourselves and enable better decisions

    3) The fluid vs the collective self – How the digital world enhances personal and collective experiences

    4) The trust paradox – How technology can help – or hinder – our understanding of the increasingly complex world around us

    5) The transformed experience – How Augmented Humanity enables us to feel and experience the world differently and in deeper ways

    The annual report provides guidance on navigating this new landscape to keep businesses and brands ahead of the curve for 2019 and beyond. Each chapter outlines why these developments are important, key examples of the trends in action, why businesses need to be aware of them, and how they can take advantage of their positive potential.  

    Jean Lin, Isobar’s Global CEO, said, “Technology today plays a key role in driving relevance, scale, and elevating human experiences. It is our job to harness its wonderful power and the potential for businesses and brands, in serving people better in the age of Augmented Humanity.”

    Commenting on the launch, Shamsuddin Jasani, Group Managing Director, Isobar South Asia states, “We need to embrace the power of technology. Today, we are on the edge of an augmented age where technology is redefining the possibilities of what a human can truly be capable of. This next phase of transformational technological advances, wearable and embedded devices will unlock human potential by tapping into almost all our day to day activities. In 2019, we shall see how digital is going to be omnipresent and VOICE will be the biggest game changer in the field of marketing.”

  • Impact of assembly elections on TV ad spends

    Impact of assembly elections on TV ad spends

    MUMBAI: “Bad officials are appointed by good citizens who do not vote.”  We’ve all heard that every citizen must cast their vote because it’s the very essence of a country’s democracy and also their right. However, a lot of people choose to turn a blind’s eye. This could either be due to lack of awareness about getting voter ID cards ahead of time or just sheer boredom to go out, stand in a queue and getting inked. 

    Election time is fairly interesting because we get to see so many different and new ads during this time. The ruling party is gushing about its achievements whereas the opposition party criticises the existing regime and the changes they intend to bring if elected. Brands on the other hand, often come up with some tongue-in-cheek advertisements that talk about the importance of voting and so on. Today, with digitisation, availability of low cost smartphones and low data costs, digital and social media has become the front leader of all marketing mix. Bands and political parties are sure to leverage the medium to reach a large set of audiences where traditional media kind of seems to fail. 

    India’s 2014 election was the world’s biggest exercise in democracy, with a price tag to match. Indian politicians spent around $12 billion on their campaigns, which, in terms of expense, makes these polls the most expensive since the US presidential elections hit the $7 billion mark.

    The next General Elections will take place in 2019 which is promised to be a game changer in the way political parties spend during elections. If we’ve learnt anything from the 2014 elections where BJP spent Rs 714 crore and Congress spent Rs 516 crore, 2019 election is set to break all major records. However, before we enter 2019, The Indian Assembly Elections are scheduled between November-December in the states of Madhya Pradesh, Rajasthan, Chattisgarh, Telangana and Mizoram.

    In order to understand what will be the impact of Assembly elections on ad spends this year and which brands or categories will advertise the most, we bring to you industry expects’ views: 

    MediaCom national director for buying K Srinivas Rao thinks that advertising on elections, especially state elections is majorly driven by local retail advertisers or semi-corporate advertisers with a B2B advertising objective.

    Local/retail advertisers majorly depend on news channels for their advertising and hence are most likely to go big during elections. Retail players do long term deals keeping in mind the election time which gives them a leverage to get the best value from the channels. Election time is generally seen as the time when news channels expect an upside in revenues on the back of specific programming and its sponsorships. We have typically seen around 10-15 per cent upside in revenues for the national channels during elections. However, this number grows many times on the respective local news channels in which the elections are being conducted.

     

     

    Dentsu Aegis Network chairman & CEO South Asia Ashish Bhasin thinks that election ad spends are not that significant because the total size of the market is Rs 65000 crore whereas election ad spends contribute to only Rs 2000 crore. 

    The government/political ad spend goes up during elections, especially before election silence starts. Digital and mobile play a vital role during this time as all of them want to reach the younger user/generation. The 2014 general election was the first one where digital was used in a big way and it will be pertinent in the next elections as well. News channels become more active and advertise the most during this time because advertising follows eyeballs and people who follow elections, tend to switch on those news channels for election coverage. Other than the government and political parties, there is no significant change in the advertising spends because brands advertise according to their consumer cycle and the need of their category.

     

     

    Havas Media Group CEO – India and South East Asia Anita Nayyar is of the opinion that automobile, FMCG, e-commerce brands and e-wallet sectors are expected to advertise the most during elections along with digital and mobile which will play a major role in political advertising.

    According to the PTI report, the government spent nearly Rs 1,286 crore in 2016-2017 on ads about government policies, schemes, projects and events, through various media. The amount spent by the advertising agency for 2016-17 was 8.15 per cent higher than Rs 1,188.85 crore spent in 2015-16. The decibel level of marketing by government and brands will only go up in the coming months. While political advertising is an important arm of the Indian adex, it is very sentiment-driven and dynamic. If the government is stable, there is positive sentiment leading to brands spending more on advertising.
  • Isobar India launches new tool to predict the viral potential of content, real-time!

    Isobar India launches new tool to predict the viral potential of content, real-time!

    MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has announced the launch of ‘viewCent’, a unique solution tool in video-strategy for businesses that aim to win the maximum yet relevant eyeballs.

    viewCent is based on Deep Machine Learning and can, quite precisely, forecast the kind of consumer attention that a particular type of content can achieve within a specific given time. The resonance score for the content, which is called Viral Grade (VG), is calculated by collecting 400 different variables around that content. The variables are then fed into two patented AI engines – the Super Relevance EngineTM and the Viral Prediction EngineTM – to process the data, real time.

    It is pertinent to note here that the agency is currently testing the Beta version of the tool for its key clients across automobile, apparel, appliances and technology.

    Commenting on the launch, Gopa Kumar, Executive Vice President, Isobar India said, “At Isobar, we are constantly looking at developing tools which can help bring transparency in our brand marketing efforts. viewCent is one such tool that will be a one-stop video strategy solution for brands. viewCent will reflect the future of the content-consumer engagement and how well can that video resonate with its audience. This will help brands stay one step ahead of the curve by pre-empting trends and help take data-driven media decisions to improve media efficiency. It will also help build some science into the age-old question of whether a particular content will go viral or not.”

    Speaking about the tool, Aditya Kaul, Senior Director- Insights & Analytics said, “Ability to pre-empt and quantify the viral potential of content opens up a plethora of business solutions for brands. These opportunities span from prolific content creation and effective media decision making to keeping an eye on competition and ensuring brand safety.”

  • WATConsult becomes the ‘Highest Awarded Indian Agency’ at Epica Awards with 2 Golds and 1 Silver Metal

    WATConsult becomes the ‘Highest Awarded Indian Agency’ at Epica Awards with 2 Golds and 1 Silver Metal

    Mumbai: WATConsult, the digital and social media agency from Dentsu Aegis Network led the Indian tally at Epica Awards by winning 3 out of the 9 awards won by Indian agencies in total. WATConsult’s #PowerlessQueen bagged 2 Golds and 1 Silver metal, making it the best performing and highest awarded Indian agency at the award show. Founded 31 years ago, Epica is the only worldwide creative award show judged by journalists from the marketing, design and advertising press. The award show received 4020 entries from 69 countries this year.

    Not only this, but #PowerlessQueen also won under the category ‘Call to action’ along with 3 honours in 3 other categories at Shortys Awards for Social Good. Agency's another campaign, #WhyDontYou, also stood-out and bagged one metal at the Shortys Awards for Social Good. The former campaign, was also a winner for creative effectiveness and was a highly praised campaign for the category ‘campaign of the year’ at Mumbrella Asia awards 2018.

    So, in summary, it was a golden weekend for WATConsult as it bagged 6 awards along with 4 esteemed honors at three international award shows; Epica Awards, Shorty Awards For Social Good and Mumbrella Asia awards.

    Rajiv Dingra, Founder and CEO, WATConsult said, “It gives me great pleasure to share that WATConsult has won 6 metals and 4 honours in 3 international award shows across three continents in a span of just 24 hours! Most importantly, such recognition not only makes us proud at International platforms but also portray and raise the power of Indian digital work done globally. Standing out twice as the only Indian agency to have maximum wins, in Epica Awards and Shortys Awards for Social Good, shows how the passion of creating something out-of-the-box is growing at WATConsult. We are delighted and hope to keep raising the bar."

    Launched on the occasion of ‘Women’s Day’, ‘#PowerlessQueen, created for Project Nanhi Kali – an NGO that aims to provide education to under-privileged girls, has been creating a stir in the market since its launch. The campaign highlighted the plight of Indian women via a game of chess wherein one player had to play with a Powerless Queen, i.e. a queen who couldn’t move while the other player has a powerful queen. Queen being the most powerful piece on the chessboard, #PowerlessQueen was a metaphor for how real-life queens i.e. women in India are treated and rendered powerless.

    Rolled out as a #PowerlessQueen challenge across India, the campaign registered donations worth 40,000 hours of education for underprivileged girls with more than a million views on video. Many international Chess Grandmasters organically got involved and endorsed the campaign like; World Rapid Chess Champion 'Viswanathan Anand'; Hungarian Woman Grandmaster ''Anna Rudolf'; Hungarian Woman Grandmaster and Ambassador of Chess and Education & UN Planet 50-50 Champion 'Judit Polgar'; Two-time United States Women's Champion 'Jennifer Shahade'; Four-time Dutch Chess Champion 'Anish Giri' and Five-time Danish Chess Champion and current coach to World number one Magnus Carlsen, 'Peter Heine Nielsen'. School students from across schools participated in a Powerless Queen Challenge organized by The Chess School of India and The Coach Crew.A chess club in France hosted a #PowerlessQueen challenge. #PowerlessQueen will soon be rolled out as gender-equality teaching tool across schools in India.

    #WhyDontYou, a campaign/initiative that was launched on the occasion of 'World Donor Day' highlighted the importance of blood donation and how transgender community who wants to donate is unable to while people like us who have the privilege to donate, tend to ignore. For the same we partnered with Rudrani Chhetri and her transgender modeling agency to create a campaign video which urged people to get up and donate. The campaign recorded more than 5000 tweets, 31.2 Million organic impressions, 1.4 MN video views and 400 units of blood in a single day.

    Dominating the world across 3 continents, the agency clearly made the entire Indian ad fraternity proud. Conducted in 3 different continents including Netherlands (Epica Awards), New York (Shorty Awards For Social Good) and Singapore (Mumbrella Asia), these award shows aim at rewarding outstanding creativity in their respective fields every year.