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Tag: Dentsu

  • Paytm’s latest campaign is all about treating women with respect

    Paytm’s latest campaign is all about treating women with respect

    Mumbai: Paytm, mobile payments & financial services company has teamed up with Dentsu Impact – a dentsuMB company & the creative agency from dentsu India to roll out a thought-provoking campaign about treating women with respect.

    The digital film released as part of the campaign drives the message, through a relatable scenario that women find themselves in during New Year parties. There are times, when random men try to buy unsolicited drinks for women – a practice often seen in bars and pubs. The new campaign offers a refreshing take on it, with a message on respecting women. The film also takes forward Paytm’s belief to be an enabler for women’s financial autonomy and builds on a similar social experiment film, launched by Dentsu Impact on Women’s Day in 2021 – The Divide.

    With the onset of this campaign, Paytm sparks a conversation about rethinking what treating women with respect actually means through a day-to-day scenario. It also paves the way for women to be more in control of such difficult social situations while staying completely secure.

    Dentsu Impact national creative director and managing partner Anupama Ramaswamy said, “Giving it back, by paying it back makes the intent of this campaign palpable for both women and men. The New Year campaign demonstrates how it pays to challenge the conventions of how we think of finance and gender. And any challenge to the traditional way of accepting things makes the brand and the message it conveys modern and aspirational, striking a chord especially with a younger generation.”

  • 53% online shoppers favour social commerce owing to affordability, transparency & convenience: Report

    53% online shoppers favour social commerce owing to affordability, transparency & convenience: Report

    Mumbai: The combination of social media with digital commerce is seeing huge growth in India considering the benefit it brings to customers as well as businesses. Currently, there are 157 million social commerce shoppers, which is 53 per cent of the total shoppers in the country, according to a report by WATConsult, an Isobar company. This number is expected to grow at a rate of 45 per cent to reach around 228 million by the end of 2022.

    The hybrid digital agency, from the house of dentsu India has released ‘Digital Commerce in India – Social Commerce,’ the second report of WATInsights – digital commerce series. The report by Recogn, WATConsult’s research division that provides consumer & business insights, explores the consumer sentiments and attitude towards using social media platforms for shopping.

    For businesses, it brings cost-effectiveness and reach through digital marketing, as it connects them directly to their customers. At the same time, the recommendations and comments help customers make a buying decision. This ensures that products are offered at affordable prices with an ability to shop on the platform itself rather than switching to other e-commerce apps or websites.

    As per the report, most consumers use social media apps like YouTube, WhatsApp, Facebook and Instagram to shop online. Apart from YouTube, the younger customers prefer to shop on Instagram and Facebook, while the older customers prefer to shop on Facebook and WhatsApp. Social commerce users are very likely to make online purchases from ShareChat in the future, says the report.

    While a large majority of these customers are thrilled with the concept of browsing through social media platforms and shopping at the same time, the shopping behaviour varies between males and females, the report noted. Most male shoppers scroll through social media without any intention of making a purchase and if they end up making one, it’s because the marketing campaign initiated by the brand has played a vital role in influencing the buyer. On the other hand, female shoppers specifically search for their preferable brand on the app to either know more about the product/service or to validate their final choice.

    Social commerce is becoming popular as more and more Indian customers are moving online and discovering newer ways of shopping. Moreover, it includes a range of immersive shopping experiences, wherein consumers can buy customised products/services without switching apps.

    “Social media and e-commerce are paving strong inroads in the regular Indian internet users’ daily routine. Since the shopping environment on social media has ripened, there is huge potential to drive sales through these platforms. Hence, the need for an optimised system revolving around building customer trust and creating seamless experiences is critical,” said Isobar India group CEO Heeru Dingra. “With the customer being at the core of these platforms, focusing on rich customer feedback in the form of comments, opinions, reviews, etc. will help brands cater to their audience effectively and improve their brand consideration and loyalty. This issue of WATInsights reports the pulse of today’s shoppers and serves as an invaluable resource for anyone who intends to demystify social commerce in India.”

    WATConsult managing partner Sahil Shah added, “Shopping was, is & will always be social. Platforms, behaviour and mediums will keep evolving while more and more people will go online to shop. This report gives a deep view into what the current consumer behaviour is and highlights that social media in paid, owned and earned terms does get the maximum contribution across the funnel; especially where it matters the most, e-commerce.”

  • PubNation summit 2021: Tracking the next big surge

    PubNation summit 2021: Tracking the next big surge

    Mumbai: The last 18 months saw the publishing industry adapting to several new trends, leading the way to new business models and use of the latest technology. Data became the new currency, and aggressive efforts were made to mine this data to gauge the audience behaviour that also went through a constant change during this unprecedented time.

    So, when digital publishers, advertisers, brands and technology providers came together at this year’s PubNation summit 2021 organised by Indiantelvision.com these evolutionary changes became the centre of the discussion.

    Publishers & tech platforms shared their learnings from the year gone by and weighed in on the major growth drivers for digital publishing which lead to higher stickiness for the users and more revenue for the platforms. Dentsu Creative Group India CEO Amit Wadhwa spoke about the rise of digital which has in fact proved to be a ‘saving grace’ for the industry in the past couple of years.

    HT Digital Streams chief content officer Prasad Sanyal spoke about reinventing business models, the changing workflows and tapping into the opportunity of education and video. While HT has completely shifted its focus to pivot to a digital-first approach, Sanyal said the next six to eight months will be crucial in determining the outcomes of those decisions.

    The panellists also discussed how most publishers today have data analytical teams, and a lot of the decisions are becoming data-driven, and focussed on ‘audience-in’ approach. Network18 Media and Investment Ltd CEO-Digital and president – corporate strategy, Dentsu Publicis Media Services CEO Tanmay Mohanty and Firework India CEO Sunil Nair were among the other key panelists.

    Mohanty highlighted how it has become imperative for publishers to share their data, so brands can plan their reach better. He also spoke about the price and efficiency one can then deliver to the client, by moving away from the walled gardens and creating a sustainable media ecosystem. 

    Firework’s Nair talked about the opportunity that LIVE commerce provides to ecommerce that is beginning to show promise in India. “Vertical video, swipeable video, shoppable video are far more engaging and we are seeing enough traction out there in terms of sales that’s happening,” he said.

    Another session on ‘Personalisation and Monetisation through technology’ witnessed insightful discussion among representatives from InMobi, MAAS, Simplilearn, PayNearby, KreditBee and ShipRocket on the new revenue opportunities. While personalisation is crucial to creating user-centric experiences, the challenge lies in monetising it effectively through technology by creating targeted experiences to the viewers. Indian Television Dot Com founder CEO & editor-in-chief Anil Wanvari set the ball rolling by asking his panellists to share one tech innovation that they found exciting in the recent past.

    KreditBee CMO Ishan Bose said the data-driven approach where they identify variables from the user’s different data sources and based on that allocate scores to the users has been a game-changer. “This has helped in amplifying the reach basis the personalisation of credit and improve the quality of lending,” he added. MAAS chief data and platforms officer Vipul Kedia discussed the omnipresence of data and how the ability to generalise data across various channels will be the driving force for advertisers going forward.

    Inmobi director Microsoft advertising business Rohit Dosi said, “The data is out there. But it is ultimately up to the brand or the user on how much deep down personalisation they want. Publishers are open to working with brands to help them figure out their data strategy, but it’s finally the decision of the brands and users on the level of data privacy they want.”

    PayNearby head-products Nilesh Halde talked about the marginalised set who are not highly prevalent on the digital platform- whose presence is limited to “ABC – Astrology, Bollywood and Cricket”. To target these sets of people who are rarely on social media platforms will be a challenge for brands. “Publishers need platforms to reach out to these people. Definitely an opportunity lies there. We also need to look at Bharat, rather than only India,” he said.

    “There needs to be a balance between privacy and personalisation,” the panelists agreed, highlighting that the key is to make the user believe his privacy is not being invaded. While Content will keep evolving, short-format video content will continue to hold forth in the coming years too, the panelists agreed.

    Another session on ‘Audience behaviour and publishers’ saw representatives from Kantar, OutBrain, Taboola, Toppr and ABP discussing the key trends that have dominated the industry over the past year based on the changing consumer behaviour. The panellists also discussed the new technologies that are bringing ad-tech platforms and digital publishers together to reach more audiences. 

    EMBED: https://indiantelevision.com/events/pubnation-summit-2021/

  • Vishal Nicholas to lead strategy for Dentsu Impact

    Vishal Nicholas to lead strategy for Dentsu Impact

    Mumbai: dentsuMB (formerly Dentsu India) planning and strategy head Vishal Nicholas will now also lead strategy for Dentsu Impact, a dentsuMB company.  Under this expanded mandate, Nicholas will manage planning & strategy – South, Mumbai, and Delhi for both the agencies. He will continue to report to dentsuMB Group CEO Sidharth Rao.

    Armed with 16 years of experience, Nicholas has had stints at Lowe Lintas and McCann where he worked on Flipkart, Tata Tea’s JaagoRe platform, Myntra, TVS Motors, ITC Aashirvaad, and Britannia. He is a multiple EFFIE award winner across the India and APAC regions, said the agency on Monday.

    Speaking on the elevation, Sidharth Rao said, “As we continue to strengthen and reshape our creative offering in the Indian market, we needed a planning leader who has experience with both traditional and new-age businesses; and Vishal was the obvious choice to steer the strategy product for both dentsuMB and Dentsu Impact.”

    Vishal Nicholas added, “Ever since I joined dentsu, I’ve always been excited about the Eastern approach to building brands with simplicity and second-order thinking at its core. With dentsuMB, the combination of the East and West make it even more compelling. And with Dentsu Impact’s fantastic roster of clients, I look forward to achieving greater business outcomes for them.”

    For the record, Dentsu Impact and dentsuMB are part of the dentsuMB Group in India that also houses the agencies Dentsu Webchutney, Dentsu One, and Taproot Dentsu.

  • dentsu launches dentsu gaming in Asia Pacific

    dentsu launches dentsu gaming in Asia Pacific

    Mumbai: dentsu Group has announced the launch of its new integrated solution dentsu gaming on Thursday. The gaming solution will be accessible in the Asia Pacific through dentsu production, creative, CXM and media agencies, as well as globally via Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen, Merkle, and the Content Business Design Centre (CBDC) within dentsu Inc.

    The solution brings together the expertise of dentsu Japan network in the sector and specialist capabilities within dentsu international. As a new global solution, dentsu gaming aims to provide access to specialist strategy, activation and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem, said the company in a statement.

    “Our philosophy is that gaming is more than just advertising – it is about creating, amplifying, and adding momentum to culture and the industry at large,” dentsu Inc executive officer Keiichi Yoshizaki said.

    “With dentsu gaming we do this through our own in-house gaming studios, innovative business ventures, investing in gaming start-ups and through strategic partnerships at global scale and, this sets us apart from all others,” Yoshizaki added.

    Through its network of agencies and teams worldwide, dentsu now provides bespoke game/IP development, in-game advertising, commerce, consumer promotions, native game integrations, augmented reality (AR), virtual reality (VR), talent activation, esports, and experiential as its core capabilities through dentsu gaming.

    “We have a truly integrated and borderless business model at dentsu which ensures a seamless sharing of insights, deep-knowledge and specialisms to benefit our clients, regardless of their geography – dentsu gaming is a perfect example of this,” dentsu international global CEO media and global clients Peter Huijboom and one of the primary executive sponsors of dentsu gaming stated. “Bringing together the exceptional talent and deep gaming expertise from across the group, this new global solution makes it easier for clients and partners to leverage the potential of gaming for business growth through local market dentsu agency brands they already know and trust.”

    With a heritage of more than 35 years in the gaming and entertainment space, the company has been working with pioneering brands and developers since the gaming industry’s infancy and aims to make the future of gaming representative, inclusive and accessible for all, the company stated.

  • Digital boom spells out recovery for the industry during festive season

    Digital boom spells out recovery for the industry during festive season

    MUMBAI: As the world adapts to the post-pandemic world, there’s been a significant shift in the way people shop, eat and look for entertainment among other things. With the festive season around the corner, there are massive expectations riding on digital media as brands experiment and figure out ways to reach their consumers effectively within the online space.

    The rapid expansion of the digital advertising space in India has opened up a promising avenue for businesses and brands amid the pandemic. According to Dentsu’s Ad Spend Report from June 2021, the digital ad spend in India has grown from 20 per cent in 2019 to 29.4 per cent in 2021. And while television remains the most popular medium for advertising, its growth was just 7.7 per cent, which goes to show that the digital advertising ad spend is fast catching up with TV.

    Advertising Standards Council of India (ASCI’s) ‘Trust in Advertising’ report interestingly revealed that it is not just the metro cities that are viewing ads online. The viewership of digital ads in rural centers, too, was found to be at par with the metros.

    “The consumer today is looking out for convenience, everything at the press of a button,” says Madison Media Ultra COO Jolene Fernandes Solanki. “Digital advertising is expected to be the driver for growth across businesses during festivals. With online being the only medium that has grown during Pandemic, digital ad-ex will gain momentum and further grow during this festival. With this significant growth, digital will maintain its second position and contribute a share of 32 to 35 per cent.”

    The online market is also seeing an upsurge in Direct-to-consumer players. D2C brands have seen a nearly 200 per cent growth in categories such as beauty, personal care, nutrition, and small electronics, as per industry experts.  Brands such as Mamaearth, MyGlamm, SUGAR Cosmetics, Lenskart, Licious, Zivame, Epigamia, BoAt, Wow Skin Science, Country Delight, among others are establishing a strong presence in the D2C arena, fulfilling customer demands despite the challenges thrown in by the Covid-19 pandemic.

    With the digital revolution that is connecting customers and businesses across the country, the rise of the usage of social media, apps, and instant messaging platforms has been witnessed. According to Admitad Affiliate India, head, eCommerce vertical Abhijit Banerjee, a lot of brands will be experimenting with digital platforms, which will not just be limited to promotion but will also be the preferred point of purchase. “Each year, brands are leveling up with different marketing strategies and choosing ROI driven marketing channels, coupon codes, deals, and discounts for their consumers,” he says.

    The spending skew in digital is growing steadily this time around since it is getting increasingly cluttered on traditional media to get consumer attention, feel industry executives. Apart from that, brands agree that it is much more efficient to tap into new geographies with digital rather than TV. Even as major players already dominate the online space, now smaller, regional players are realising the importance of the medium. Brand advocacy on digital has become quite important; brands are not hesitating to opt for the influencer marketing route like last year as their brand advocates in their campaigns.

    The gap between ad spends on TV and digital is narrowing every year. Digital at 35 per cent market share has overtaken print at 16 per cent and is closing the gap with television which stands today at 45 per cent, as per estimates by media agency GroupM. 

    According to Voiro founder and CEO Kavita Shenoy, online spending is on a steady upward trajectory and digital-first businesses are leaning on this trend to encourage customer consumption. This will see advertisers explore new ways of addressing target segments, across media inclusive of music apps, gaming, contextual commerce, and of course live events.

    “Marketing spends will be performance focussed and largely be focussed online as the world is still in lockdown and consumers are still wary of stepping out of home, but prefer to transact online, for everything from groceries to luxuries,” Shenoy says, adding, “The spends indicate that the addressable advertising audience is far more engaged online and that it is easier for brands to measure effectiveness and see ROI in real-time.”

    With e-commerce driving consumption, online advertising spends are likely to see a significant uptick this festive season. According to e-retailer Myntra, the adoption of digital channels for shopping continues to accelerate, and there is a continuous increase in the number of categories a customer purchases. The festive sales season which started last week will go on till Diwali and later Christmas and New Year’s, driven by purchases from tier 3 and 4 cities. 

     As per a recent study conducted by the HI + AI research division, ‘Gipsi’, eCommerce/ Online shopping now has become a habit and will continue to see a rise in spends during the festive season. Even the digitally-hesitant audiences who used to prefer digital shopping only during offers and sales are now shopping online as a convenient option, says Tonic Worldwide’s Unmisha Bhatt.

    While digital spends have been consistently rising for the past many years, the pandemic accelerated it to another level. Coupled with the issues with deliveries of newspapers during the extended lockdown, the percentage share of digital spends has spurted in the last year and a half, with digital spends now second only to TV.

     “This year, we are slowly seeing things going back to normal but changes in the marketing landscape might stay, ” says DViO Digital founder and CEO Sowmya Iyer.  “Brands see a good return on ROI with digital marketing and with the advanced technologies we have at our disposal today, it opens up a wide range of possibilities right from gamification to user-generated content. A lot of brands were seen collaborating with the OTT and gaming platforms for integrating their products and advertising purpose. Here, the targeting is very specific and we see more and more brands wanting to allocate their marketing budgets for OTT collaborations,” she adds. 

    Pandemic has indeed turned out to be a catalyst for digital transformation. “The non-adaptors of digital media (laggards and e-payment skeptics) were also forced to bite the bullet since physical shopping/ consumption was practically impossible during the lockdown. Digital has already taken a larger share in the media ad spend pie overtaking Print. It can now, in fact, be termed ‘mainstream,” says Havas Media India managing partner Saurabh Jain.

  • BBDO India appoints Krishna Mani as CCO

    MUMBAI: The media and ad agency BBDO India has announced the appointment of Krishna Mani as the chief creative officer (CCO) for their Delhi office. Mani has previously worked with Dentsu and Ogilvy.  

    Krishna brings with him a rich background in advertising, having nearly two decades of brand work that involves many accolades including Cannes Lions nominations at Ogilvy Delhi, and a brief stint at Dentsu.

    Talking about Mani’s appointment, BBDO India chairman and CCO Josy Paul said, “It was love at the first chat! It was instant creative chemistry! Sometimes you just know when you’ve found the right creative partner. Thrilled to have Krishna Mani lead the creative culture and product of BBDO in Delhi. Krishna’s work is legendary, his craft is brilliant, and his focus on where advertising is going is exciting. Together we’ll hit the sweet spot where the media meets the idea. Along with our youthful and diverse talent, we believe Krishna Mani will create greater value for our clients as he pushes the industry forward.”

  • Cannes Lion 2021: Dentsu Webchutney walks home with seven Lions

    New Delhi: Dentsu Webchutney, the digital-led creative agency from the house of dentsu India, has continued its run as the highest-scoring Indian agency at 2021 Cannes Lions International Festival of Creativity second year in a row. 

    In 2019, the agency topped the charts with seven metals and 16 shortlists. This time, they have beaten their previous record with 20 shortlists and seven Lions.  

    The agency has won three Silver and two Bronze for ‘The 8-Bit Journo’ campaign in the Direct Lion, Creative Strategy, Mobile Lions and Digital Craft categories. For the ‘World’s Most Reported Trailer’ campaign, the agency has bagged one Silver in the Entertainment category. Additionally, Dentsu Webchutney has also grabbed a Bronze for ‘The Better Half Recipes’ campaign in the Creative eCommerce category. 

    Commenting on the achievement, Dentsu Webchutney, NCD, PG Aditiya said, “This year’s Cannes Lions is probably our most meaningful one yet. A huge round of applause for our teams across the country, both past and present, & gratitude to our clients who’ve shape-shifted the status-quo of Indian creativity at a global level, with us.” 

    dentsumcgarrybowen (dentsuMB) India, CEO, Sidharth Rao said, “2019 showed us Webchutney was capable of creative excellence at the highest level. 2021 showed it was about doing it consistently – the wins this year have firmly planted the ‘new normal’ of what Webchutney’s north star as an agency is. The agency is home to some incredible talent and is a shining example of what the dentsuMB group of agencies and dentsu India itself wants to stand for.” 

    For the record, dentsu India has secured an overall 22 shortlists and seven Lions at Cannes Lions 2021. Dentsu Webchutney has 20 shortlists in the Creative Strategy Lions, Direct Lion, Media, Digital Craft, Entertainment, Brand Experience & Activation, Creative eCommerce Lions and Mobile Lions categories. Meanwhile, Taproot Dentsu has secured two shortlists for its heart-warming Pooja Didi Campaign for Facebook in the Film Craft and Film Lions categories. 

    dentsu India, CEO Anand Bhadkamkar said, “This recognition is only a testament to the fact that dentsu India is steadily emerging into becoming one of India’s greatest creative powerhouses. Dentsu Webchutney and Taproot Dentsu have already established a massive benchmark for everyone within the network and for many across the industry with their superlative and consistent performance. I am extremely proud of how our teams have shown such powerful resilience and stayed strong even in these challenging times.”
     

  • The Trade Desk Launches in India, appoints Tejinder Gill as General Manager

    New Delhi: Global advertising technology firm, The Trade Desk has launched operations in India, and appointed Tejinder Gill as the company’s India general manager.

    Gill will lead the company’s business and growth strategy in India, helping Indian brands and publishers unleash the full potential of the open internet where Indian consumers are increasingly spending their time.

    Rapid digitization of the media industry has provided a paradigm shift in the way Indians consume content online. In particular, content consumption on the open internet has exploded in the last 18 months. In a statement released on Wednesday, the company said it aims to help India’s digital marketers capture these fast-growing opportunities. “With The Trade Desk’s industry-leading data-driven capabilities, marketers can access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms,” it said.

    The omnichannel platform plans to enable marketers to reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey.

    “Digital is the fastest-growing advertising segment in India and, as a result, marketers in India are seeking more trust and transparency as they shift more campaign budgets there,” says The Trade Desk, India, general manager, Tejinder Gill. “While Indian consumers are spending 70 percent of their time on the open internet, almost 80 percent of India’s digital ad revenue still goes to the big tech platforms, which sit outside the open internet. The Trade Desk is here to bring the much needed data-driven decision making and transparency to India’s digital advertising ecosystem, offering marketers a credible choice where they can tap into the immense opportunities of the open internet.”

    Dentsu, Media-South Asia, Divya Karani, said, “Digital duopoly has existed for quite a while in India. However, we are now seeing brands increase their spends on other platforms on the open internet. Seeing how programmatic advertising has grown multi-fold in the past few years, The Trade Desk has arrived in India at the right time, when opportunities on the open internet are expected to grow much faster than traditional digital channels.”

    According to Publicis Media Services CEO Tanmay Mohanty, winning in programmatic media is important in the platform world. “Digital marketers are being exposed to the power of data, and they want to embrace it more fully across advertising channels. At Publicis, we invest ahead in training our talent. And so our talent who are certified by The Trade Desk can help marketers drive real-time campaigns with qualified reach and accuracy while transparency is an effort in the same direction,” he said.