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Tag: digital marketing

  • Madison Media Ultra wins media mandate for Jyothy Labs

    Madison Media Ultra wins media mandate for Jyothy Labs

    Mumbai: Madison World’s Madison Media Ultra has won the media mandate for Jyothy Labs. The agency will be responsible for traditional media and digital media mandates for the client including TV, print and digital.

    Jyothy Labs is a well-established name in the FMCG category. As one of the leading brands in the household products industry renowned for its affordable products, national accessibility and exceptional packaging. Jyothy Labs operates several brands including Ujala, Pril, Maxo, Margo, EXO and Henko to name a few.

    Madison Media also handles media planning and buying for blue-chip clients like Godrej, Marico, Asian Paints, Titan, Blue Star, TVS, Raymond, Ceat, Pidilite, Bajaj Electricals, McDonald’s, Lodha, Shaadi.com and many others.

    Speaking of this collaboration, Jyothy Labs managing director Jyothy MR said, “Madison is a respected name in the industry with its proven expertise in traditional and contemporary media platforms. We believe our brands will be ably assisted with Madison’s well rounded integrated media solutions in meeting our marketing objectives.”

    Madison Media Ultra COO Jolene Fernandes Solanki commented, “Extremely delighted to partner with one of the pioneering brands in our country. We are pleased to have Jyothy Labs on board and partner with them in their growth journey. We believe that our framework at Madison – ‘keeping consumers and technology at the center’ – will complement Jyothy Labs’ growth journey.”

  • Art-E Mediatech bags digital mandate for Hisense

    Art-E Mediatech bags digital mandate for Hisense

    Mumbai: The full stack agency Art-E Mediatech on Thursday has won the digital mandate for Hisense. As a part of this partnership, Art-E Mediatech will now be responsible for Hisense’s partner in strategy formulation and social media strategy, media buying, influencer marketing and website related services.

    The account will be managed from Art-E Mediatech’s Noida office. This was a multi-agency pitch, where ART-E Media won the account with an insightful and strategic plan.

    Art-E Mediatech is an award-winning full stack agency, which also handles the mandate of Flipkart Seller Hub, Indica Hair Colour, Raaga Professionals, Biker’s TCL, Shopsy, Buds and Berries, Parimatch and more.

    Hisense COO Rishi Tandon said, “We believe that everything we do should make our user’s life simpler, better and more entertaining. Hence, we aim to make the latest technologies accessible to everyone through thoughtfully designed and expertly built products. Since 1969, we have been doing relentless research & development to push the boundaries of innovation in home appliances.”

    Tondon added, “It’s this dedication to developing and producing cutting-edge technology that has seen us become one of the world’s leading electronic manufacturers. So, it is vital for us to stay in touch with consumers all the time. Therefore, it becomes critical for us to communicate the same in a clear, creative and concise manner. We found Art-E Mediatech’s work engaging and KPI-oriented. Their insights and brand building approach will help us to bring the required creativity to build upon our already strong digital presence.”

    Art-E Mediatech co-founder and chief business officer Rohit Sakunia said, “In the last few years, the digital world has grown by leaps and bounds. It is not a surprise that all the companies are looking towards this platform to communicate with their target audience. We are extremely excited to partner with Hisense for strengthening its digital journey across various social platforms. Adding an organisation like Hisense to our prestigious client roster is an absolute delight. We as an agency believe in result-oriented strategies that not only connect the brands with their audience but also transform lives in the process. We are glad that we have found the perfect partner in Hisense, in our journey towards transforming lives with digital experience.”

  • Digital Refresh Network wins the social creative media mandate for Sunstone

    Digital Refresh Network wins the social creative media mandate for Sunstone

    Mumbai: The creative and digital marketing solutions company, Digital Refresh Networks, wins the digital mandate for Sunstone. The account was won following a multi-agency pitch and will be looked after by the agency’s Mumbai team. 

    The mandate includes the overall planning and creative requirements across digital and also priming up the e-commerce presence of the brand. With an experience of a decade in the digital marketing industry, Digital Refresh Networks has worked with some of the leading brands and businesses across FMCG, consumer goods, automobile, E-commerce, Lifestyle, Health, and other sectors. 

    Sunstone’s head of marketing Alekhya Chakravarty said, “Our association with the team at Digital Refresh Networks is sure to help us organise and scale our digital content ecosystem. In today’s world, having a holistic digital presence is highly crucial to not only boost the brand’s footprint across digital but also to drive business growth for each category. We look forward to DRN’s ability to think the content in every possible form across channels that delivers brand building as well as business growth.”

    Digital Refresh Network Co-Founder & CEO Barin Mukherjee said, “It is an honour to be associated with a brand like Sunstone. With our expertise in understanding content across channels/ formats and regions, would be of great value to deliver on building Sunstone as a strong engage in brand enhance the visibility of the institution.”

  • GUEST COLUMN: Here’s how IPL is festive season for brands to amplify their reach

    GUEST COLUMN: Here’s how IPL is festive season for brands to amplify their reach

    Mumbai: The Indian cricket fever is well-known across the globe. The cricket mania has touched highs with the Indian Premier League (IPL). Since its launch 15 years ago, the league has been popular among cricket fans and grabbed the attention of top brands across sectors. With the inclusion of one of the most valued and trusted names – Tata as the title sponsor, the franchise has garnered immense attention from brands and marketers. There are over 29 startups for the first time, with 10 fintech having collaborations to amplify their reach this festive season.

    Game-changing marketing strategies

    Out-of-the-box marketing strategies can be game-changers during IPL. Cadbury Dairy Milk’s marketing campaign ‘Proud Sponsors of the Ground Staff’ has gained massive applause from the audience. The campaign has focused on the most unanticipated part of the game – the ground staff this season. As part of their initiative, the brand intends to treat ground staff at par with the cricketers and make them equal heroes of the tournament.

    Cadbury has struck the right chord with a cost-efficient marketing strategy when marketing costs are rising with brands opting for celebrity players and influencers. The empathy and emotional quotient in the creativity have been the star of the campaign and created a massive brand recall value.

    Marketers can leverage great opportunities to reposition established brands and re-attain the numero uno spot in highly competitive times. On the other hand, startups can create a vast following and introduce their product offerings most engagingly during the festive season.

    IPL – One of the biggest carnivals for digital marketers

    The IPL cricket season is one of the biggest carnivals for digital marketers as it has excellent timing and target audience. The T20 format is a hit among all age groups. The telecast between 8 PM-11 PM on weekdays and double-headers on weekends make the mega sporting event worth all the investments. Commercial sponsorships and collaborations with players are at an all-time high during IPL. Influencer marketing has received much-needed attention on social media platforms.

    Engaging content like behind-the-scenes (BTS) videos of players, interactive live sessions, contests, and trending hashtags has hooked the digital audience quite well. This has led to a rise in budget allocation toward digital marketing spending.

    The addition of tier 2 cities like Lucknow and Ahmedabad opens doors to connect regional markets with new demographics. The smaller provinces have equally enthusiastic viewers as their urban counterparts. Local and national brands have an equal playing field to introduce their products, engage and cater to customer needs.

    From fintech to food and beverage companies, all are leveraging this space to increase their outreach among populations beyond metro cities. Innovative and efficient marketing strategies have proven to create masterstrokes that generate a return on investment (ROI) not limited only to the tournament time frame but also in the future. The advertising arena has witnessed a fresh zeal and zest during the IPL period. There are reports of title sponsor bids rising from Rs 40 crore spent by DLF in 2008 to Rs 300 crore by Tata in 2022. The scorecard has reflected good results leading to rising advertising costs every season.

    The impact

    IPL can deliver high brand impact in a shorter duration, riding the country’s sheer passion for cricket. When people are sensing normalcy in their lives, IPL is one of the best fitting squares for new brands to connect and well-known brands to reconnect with their audience.

    IPL is not limited to only big brands with high marketing budgets. Investing in people has proven to be the most successful marketing strategy. The number of games and new players achieving significant milestones in every match provides incredible brand lifting opportunities.

    Brands and marketers have hit sixes and a few misses during the league, all of which have been replayed and learned over the years!

    (About Author: Rikki Aggarwal is the co-founder, chief business and operating officer of Blink Digital)

  • Mintoak appoints Khushaal Talreja as Head of Marketing

    Mintoak appoints Khushaal Talreja as Head of Marketing

    Mumbai: The fintech company, Mintoak has appointed Khushaal Talreja as Head of Marketing. He will be responsible for brand building and creating more opportunities.

    Khushaal is a detail-oriented marketer and has an agile approach to building business in both offline and online ecosystems. He also steered the Marketing & Partnerships department of LitmusWorld in his earlier stint. He has sound marketing capabilities and unbelievably sharp strategy skills that will grow any business.

    Mintoak’s Co-Founder and Ceo Raman Khanduja says, “At Mintoak, we are poised to redefine the digital payments landscape in India with a comprehensive platform offering. With a sustainable business model that chooses to be the rightful partner for banks across the globe, we hope, Khushaal with his wide experience in digital marketing will help us achieve brand leadership in the fintech ecosystem. We look forward to working together.”

    Mintoak’s Head Marketing Khushaal Talreja says, “I am excited to charter the marketing roadmap for Mintoak in India and new markets abroad. With a sharp brand positioning and collaboration with our partners, I’m certain that we will build a strong presence across our target markets. I look forward to working with the team.”

     

  • Digital Brand Fest 2022: Tracking the post-pandemic shift to digital marketing

    Digital Brand Fest 2022: Tracking the post-pandemic shift to digital marketing

    Mumbai: The pandemic has brought a change in the marketer’s playbook over the last two years, challenging the existing guidelines on brand building and customer relationships. The second day of the ‘Digital Brand Fest 2022’ organised by Indiantelevision.com saw an interesting discussion centered on this new-found marketing reality in a session on ‘Digital Marketing – The New Dynamic Shift Post Pandemic.’

    The panelists included industry executives and marketers – BharatPe VP – Growth Ashish Agarwal, Omnicom Media Group Asia Specific chief digital officer Bharat Khatri, GoKwik co-founder & CEO Chirag Taneja, and Godrej Corporate brand and communications general manager Michelle Francis. The session was moderated by Tonic Worldwide Media CEO Chetan Asher.

    The week-long virtual summit is presented by Voot, and Interakt, Josh, and Pixis have joined as industry partners.

    Changing patterns of content consumption

    Today consumers are spending an increasing amount of time on their smart devices and connected TVs, compelling businesses to take a relook at their digital marketing goals. “There has been an increase in Digital spending by brands over the last two years,” said Omnicon media’s Bharat Khatri. “The Indian market is in the midst of the narrative where Linear Television is increasingly being replaced by Connected TV.”

    But, how have the large and legacy consumer brands dealt with this shift in the marketing paradigm? Are they still seen as a traditional marketing function?

    According to BharatPe’s Ashish Agarwal, earlier traditional marketers had a tendency to look at Digital marketing as just another channel, but now they have realised that it requires a different skillset. “You need to think of it as a product and a technology function when you are processing such a huge amount of data. It requires a ‘product manager approach’ and more technical expertise to handle it,” he added.

    Brands should consider digital marketing as a separate function that needs a specialised team, the panelists contended.

    “We also need to define the ROI and business metrics,” said Godrej Corporate brand and communications general manager Michelle Francis, adding that digital also played a critical role in reputation building, and building a connect with consumers. In the case of digital, ROI is performance-oriented and one that usually gives instant gratification, he added.

    The panelists also discussed the role of technology in marketing, on whether brands are building a marketing stack with MarTech, and if it is with a planned and sustained approach. They highlighted that most brands are open to the concept of additional tools to measure ROI, especially if a tool is able to decrease the brand’s cost per lead, and harvest a spike in sales and conversions by 10-15 per cent- which works as a good pointer for the brand. “You will see a lot of tools emerge which will cover up for talent gaps – or enablement products. Similarly, in the e-commerce space in India there are many companies trying to improve the funnel,” noted GoKwik’s Chirag Taneja.

    Omnicom Media Group Asia Specific chief digital officer Bharat Khatri said the investment is already happening from the agency’s point of view. “We have a separate division called analytic, which works mostly on the martech deployment tools, technology, etc. The new truth now is- marketing begins if you know your customer segment well, as opposed to ‘knowing your customer’ previously,” he added.

    With all the chatter going around on Web 3.0, NFTs, and the Metaverse, will brands be able to leverage the buzz?  It’s a “marketers’ paradise” and it’s here to stay – just like the new normal of the virtual world we have gotten used to, highlighted the panelists, adding that its scope goes beyond gaming. “Metaverse is going to be more powerful, when it comes to Web 3.0, digital economy, more so, creator economy,” said Michelle Francis. “Although I don’t see many brands integrating themselves as of now with it, it’s a great opportunity for the brands that are navigating it, for sure.”

    According to panelists, the challenge for brands now is to outdo themselves each time. They need to deliver better than what they delivered last time. “The ‘Test & learn’ kind of approach- that’s something that works better in a Digital world because you know what works and by how much. So keep testing, learn from it and incorporate it,” said BharatPe VP – growth Ashish Agarwal.

    There is also a need for stronger measurement metrics. To summarise what we need in this fast-paced, constantly evolving digital ecosystem is agility, flexibility, value-added customer experience, and constant iteration, the panelists concluded.

  • Digital Brand Fest 2022: How SMS and mobile marketing can accelerate brand growth

    Digital Brand Fest 2022: How SMS and mobile marketing can accelerate brand growth

    Mumbai: The digitally empowered consumers of today have more choices than ever before. As we enter into 2022 with new technologies propelling the digital transformation, several new age, as well as legacy brands, have jumped onto the digital bandwagon to up their marketing game, and retain connect with consumers.

    On day one of the Indian Digital Brand Fest 2022, IndianTelevision.com brought a host of industry experts together on one platform to discuss these trends shaping the future.  The week-long virtual summit is presented by Voot, and Interakt, Josh, and Pixis have joined as industry partners.

    The session on ‘Panel on SMS, Notifications & Whatsapp Marketing’ held virtually on Monday was moderated by Group M head of mobile and emerging tech Niraj Ruparel and the panelists included Soptle chief business & marketing officer Ritesh Ghosal, PhonePe corporate communications head  Priya Patankar, SUGAR chief business officer Suchit Sikaria, ex-WOW Skin Science VP of Marketing Madhur Acharya, Jio-Haptik’s SMB Solutions VP & business head Ahshad Jussawala, and Clever Tap SVP Marketing Jayant Kshirsagar.

    The industry executives discussed the latest trends driving the change in mobile marketing and how it has impacted the industry’s growth. SUGAR CBO Suchit Sikaria noted that the digital strategy has to revolve around mobile, and it starts right at the time of designing the asset and it has to be a mobile-first design.

    PhonePe corporate communications head Priya Patankar shared that PhonePe considers itself essentially as a utilitarian that begins with payments. “We have realised customers start with the most basic use cases for which they download an app. Once customers start trusting the app, they graduate to the more complex use cases,” she said about new consumer behaviour on the payment platform, while admitting that the pandemic has been a huge inflection point for digital payments.

    When it comes to mobile marketing, SMS and WhatsApp are very powerful media to build a connection with the customer, the marketers asserted. However, brand communication to the consumer has to be looked at through the lens of relevance, timing & value in the message, the panelists noted. According to WOW Skin Science VP of marketing Madhur Acharya, mobile marketing gives a better ROI & retention as there is more clarity on how one’s campaign is performing.

    The executives emphasised on leveraging WhatsApp for a mobile marketing strategy from the beginning. Jio-Haptik’s Ahshad Jussawala added, “For any small business or SME looking to grow their online sales and improve overall customer support, Whatsapp can be a game-changer.”

    On customer acquisition, Clever Tap SVP Marketing Jayant Kshirsagar said, “Retention is more important than acquisition and we help our customers retain their customers.”

    Also read: Digital Brand Fest 2022: Decoding digital transformation for tech-led future

    The industry executives were also unanimous in their views on the importance of hyper-personalisation in mobile marketing. Clever Tap’s Jayant Kshirsagar observed that the right kind of personalisation involves looking at customers as a ‘cohort’, and not as a ‘one size fits all’ with hyper-personalisation. Soptle’s Ritesh Ghosal agreed that personalisation on WhatsApp & SMS marketing allowed them to create a loyalty program, by crafting a value into the message. To which SUGAR’s Sikaria shared their experience of sending out personalised messages to their most loyal customers on Whatsapp, wherein the responses the brand received from its customers consisted of instant emotive acknowledgments.

    Group M’s Niraj Ruparel gave a huge thumbs up to Mondelez’s SRK campaign, citing it as one of the best instances of hyper-personalisation using AI & ML.  “Stop selling, start serving. Because if you serve your customers right they’ll refer to your brand and you’ll get new customers!,” said Clever Tap’s Kshirsagar concluding the discussion.

    Towards the end of the session, the marketers also addressed the concerns of Spamming in mobile marketing. Putting consumer fears to rest it was pointed out that WhatsApp has all the policies and measures in place to curtail Spamming activities by brands.

    For more details on the event, click here