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Tag: Digital

  • CARS24 rolls out prank to educate customers with its ‘Dates or Best Rates’ ad

    CARS24 rolls out prank to educate customers with its ‘Dates or Best Rates’ ad

    MUMBAI: CARS24, an e-commerce platform for pre-owned vehicles has rolled out its latest digital film ‘Dates or Best Rates’ that aims to create awareness for benefits of organised car buying and selling. 

    The film, conceptualised by Mind Your Language! humorously showcases how the platform makes the tedious and tiresome process of buying and selling cars convenient and hassle free by taking it online.

    Set at a traffic signal, the ad film in Tamil language with English captions features a cyclist with a megaphone driving across cars with a mischievous agenda in mind. As a prank, he persuades the car owners stationed at the signal to sell their cars in exchange for dates. The dramatic breaks and sound effects in the music further elevate the scene capturing honest reactions to the hoax. And the final voice over- ‘With CARS24, you will never have a chance of being pranked’ brings the scene together, delivering the essence of the film.

    The ad attempts to drive across the point that at CARS24, consumers not only get the best price but also the best quality capturing the true condition of the car for an enhanced consumer experience. With doorstep delivery of cars, friendly return policies and warranties, the brand aims to provide its customers with an efficient and reliable platform for their used vehicle requirements.

    Commenting on the film, CARS24 head of brand Nida Naushad, said, “At CARS24, we aim to showcase relatable scenarios and experiences of the everyday consumer and this set up of a traffic signal is extremely powerful and resonating. Also, Tamil Nadu is an important market for us and through this light-hearted fun film, we wanted to bring light to how CARS24 is transforming the Indian pre-owned car industry and it is time for everyone to reap the benefits of this transformation.”

    Mind Your Language! founder Deepan Ramachandran said, “Mind Your Language! helps national brands connect to South India. We identify relevant insights and cultural connections to create brand stories that strike an emotional chord with the South Indian consumer. In Tamil Nadu, there is a popular practice of exchanging scrap metal for dates. Thanks to a few comedy scenes in Tamil cinema, this fading custom has been preserved in the hearts of Tamilians. For CARS24, we gave this age-old custom a modern makeover and made it into a light-hearted and engaging film.”

    The film has been released on CARS24’s social media platforms including Facebook, YouTube, Instagram and LinkedIn.

  • ZEE set to onboard over 500 tech experts for digital hub in Bengaluru

    ZEE set to onboard over 500 tech experts for digital hub in Bengaluru

    New Delhi: Media and entertainment conglomerate ZEE Entertainment Enterprises Ltd (ZEE) is set to expand its digital footprint by setting up a cutting-edge technology hub in Bengaluru to drive innovation and exponential growth for its integrated platforms.

    Taking strategic steps in the digital transformation journey of ZEE 4.0, the innovation centre in Bengaluru will onboard over 500 experts with a strong expertise in the field of design, technology, data & cyber security. The Company has already on-boarded as many as 120 experts to drive the change and enhance its overall tech prowess.

    The products and solutions designed by the team will lead the Company’s digital pivot, driving exponential growth across platforms, it said on Wednesday.

    According to the company, the innovation centre in Bengaluru will help build a strong cohort of design, tech, data and talent to cater to the new-age consumer seamlessly across connected devices, built on futuristic tech stack that will enable engineers & data scientist to unlock innovative technology-led solutions.

    Speaking on this development, ZEE, president – technology and data, Nitin Mittal said, “In order to build an awesome user experience across platforms, it is imperative to build design thinking, enhance tech capabilities to serve the ever-evolving needs of the consumer and leverage data to personalize the options for them. As a digitally adept data-first company, the new technology hub set up in Bengaluru will create an environment that sparks innovation. The centre will be focused on developing world-class tech products & data solutions by creating synergies across our businesses, promoting innovative thinking and driving collaboration. We are looking for sharp, like-minded innovators who think new, act agile and create with passion to join us and shape the next.”

    ZEE, head HR – digital platforms, technology & head – employee engagement, Aditi Vashisht said, “Human Capital is the most precious asset for us at ZEE and we are building the ZEE 4.0 team across our digital arm to drive higher innovation as well as capitalize on the immense growth opportunities in the M&E landscape. ZEE has always been an Academy of Talent in the M&E Industry and the new tech hub is designed with a unique employee value proposition focused on culture, collaboration & innovation. The tech hub will be an amalgam of a cross functional talent pool of like- minded individuals ready to challenge the status quo and lead innovative solutions in the digital ecosystem.”

    The new ZEE 4.0 version of the company will focus on reinventing existing business models, maximising its core, expanding into adjacent spaces and exploring new areas of business. 

  • KAM Summit ’21- Decoding the digital native kid: How kids influence the decision-making process

    KAM Summit ’21- Decoding the digital native kid: How kids influence the decision-making process

    Mumbai: Children have become an important consideration for marketers when they plan promotions for products/services meant for family consumption. Marketers are weighing in on buying decisions on products and services beyond those meant for children.

    At the session, ‘Decoding the digital native kid: How kids influence the decision-making process’ held on the first day of the KAM Summit 2021, Kantar senior executive director Puneet Avasthi decoded what today’s children are all about and how do the little ones connect with the world around them in the current times. He dived deep into what kind of idioms and personality type do they actually aspire for and how technology impacts their decision-making.

    Decoding the digital native kid, Avasthi went on to explain how the Indian kid has evolved. He mentioned that the children are probably more tech-savvy than most of the other members of the house, hence a larger influence. “Kids are the key pillars of growth for a variety of digital sectors, including entertainment, edutech, gaming and influence that extends well beyond.”

    He further added, “Kids highly influence food (buying as well as what they eat) followed by household items and kids’ products. Parents allow the kids to dictate their media consumption. More than a third of TV viewing kids buy the product seen in the ad, if they like the ad.”

    At least 75 per cent of the time, the child’s sanction and permission is non-negotiable when shopping for them. Parents today dare not pick anything for their children without the approval of their kid. In circumstances where something was picked up without the child’s approval, they did not use the product at all in most cases. The emotional state of the kids is linked to their performance. Doing well in studies/sports makes them happy, confident, and proud; while doing bad in studies makes them sad.

    Instead of the child seeking approval, parents are seeking approval when it comes to buying anything for the house, like furniture. So, the shopping decisions of the kids these days go beyond food, clothes, and stuff meant for them. Parents rely a lot on children and the choices of the young ones go beyond simply picking products based on their favourite colour or cartoon. They decide what they like on the basis of their exposure to technology and the advertisements they watch. Avasthi went on to say that if at all there is a negotiation, “the child is the winner clearly.”

    At 33 per cent of the purchase decisions concerning buying cellphones are taken by kids, as Avasthi’s survey pointed out. Similarly, in 33 per cent of the cases, the little munchkins end up influencing their family’s decision to buy TV sets as well. 

    “Indian kids like affectionate and intelligent characters like Doraemon and Chota Bheem. So, if you want to aim at mass appeal for their age-group, do more sober, simple, and intelligent characters. Communicate with the kids. They are the buzz creators with lots of positivity and influence,” pointed out Avasthi.

    Kids prefer ads that are reality-based. Although kids like ads with their favourite celebrities, they may not always like the product. But, an interesting ad generates word of mouth. Although fitting in with a group of friends is important for more than half the kids, the majority of them don’t want to copy or blindly follow their friends. They are individualistic. 

    “Kids are very impressionable. One in three kids end up buying what they see in advertisements online or on television. Children have a strong influence on purchase of high value items for the household, besides merchandise they need,” Avasthi concluded.

    You can watch the session here from 50:02

  • Digital & TV steer ad industry’s recovery to pre-pandemic levels in 2021: dentsu

    Digital & TV steer ad industry’s recovery to pre-pandemic levels in 2021: dentsu

    MUMBAI: India has emerged as one of the top five markets with high year-on-year growth rate in advertising spends, said dentsu in its latest Global Ad Spend Forecast June 2021. After suffering a steep 12.9 per cent decline in 2020, the ad spend is expected to bounce back with 10.8 per cent growth in 2021, according to the report.

    The forecast suggests the overall ad spend will reach $ nine billion this year, and expand further by 12.4 per cent in 2022. The growth will largely be led by Television and Digital, as Print, Cinema, OOH and Radio are expected to take a longer time to recover.

    According to the data, Television continues to remain the most popular and resilient media in India, retaining a 40.9 per cent share in ad spend despite the pandemic. The medium also showed a 7.7 per cent spike in growth, as compared to the 2020 spend. Digital’s share of spend has grown rapidly, from 20.0 per cent in 2019 to 29.4 per cent in 2021, and is expected to reach 32.7 per cent by the end of 2022

    India in top 5 mkts-denstu

    The bi-annual report based on data from 59 markets, anticipates a full recovery for the global ad market in 2021, with spends exceeding pre-pandemic levels sooner than was previously forecast. 

    While 2020 remains the weakest performing year since the global financial crisis, the decline in growth during 2020 has improved since the January 2021 forecast from -8.8 per cent to -7.2 per cent. The pandemic-induced decline in global advertising spend during 2020 has also proved less severe than anticipated, it states. The overall ad market outlook for 2021 shows recovery with 10.4 per cent growth and a spend of $634 billion, which represents an improvement of 4.6 percentage points over January 2021 prediction.

    Ad-spend in APAC

    Overall, the ad spend in APAC is expected to grow by eight per cent, with Australia and India showing higher growth rates in 2021 compared to other countries. In APAC, the 6.2 per cent rise in digital spend last year is likely to grow by 12.8 per cent in 2021 to reach $124.5 billion, representing a 54 per cent share of total ad spend. 

    Regional live events such Tokyo Olympics and Paralympics Games will remain significant drivers of growth in Linear TV ad spend in APAC (3.9 per cent increase in 2021 to reach $59.2 billion). The report also indicates a shift towards CTV (Connected TV) and OTT (Over The Top). With audiences moving more towards digital media consumption, Linear TV spend will remain below pre-pandemic levels until beyond 2021.

    With gradual lifting of restrictions on social activities, OOH will bounce back post impact of the pandemic, rising 7.5 per cent in 2021 in the region. Cinema has a slightly longer recovery, with a further decline in 2021 (-5.0 per cent) but expected to bounce back in 2022. Radio will also see growth (4.3 per cent) in 2021.

    While most channels will return to growth in 2021 (Cinema in 2022), Print is seeing a slight decline in 2021 (–2.7 per cent) and expected to continue declining in 2022, as it evolves towards new modes of digital delivery.

    Meanwhile, government spending remained a key growth area, supporting the Covid vaccine rollout and other related initiatives. In APAC’s key markets, the travel and transport sectors, will still be affected by the uncertainty of the past year and see a muted increase in demand (4.9 per cent), while Media & Entertainment is forecast to see growth (9.7 per cent).

    dentsu International APAC CEO Ashish Bhasin said, “It is promising to see a return to growth in the APAC region with two of our markets in the top five contributors of ad spend growth; China and Japan. While China continues to see strong levels of growth driven by Digital and OOH, Japan’s growth will be buoyed by events like the 2020 Olympic & Paralympic Games, and the House of Representative elections and the advertising spend associated with it, particularly in TV.

    By market, the top five contributors to the $ 59.7 billion of growth in incremental ad spend during 2021 will be the US, China, UK, Japan and Australia. The US share of ad spend remains significantly above all other markets in 2021. The highest growth rates in 2021 are forecast to come from spend in India, Canada, the US, Australia and the UK.

    Media APAC CEO & Media Singapore MD Prerna Mehrotra said, “We are optimistic that the region will bounce back to positive growth in ad spend, with some channels likely boosted higher than pre-pandemic levels. The main drivers behind the growth is economic recovery, with the APAC GDP set to increase by 7.3 per cent, and a stronger-than-ever push to digital marketing.”

  • Dentsu Webchutney bags digital duties for Virender Sehwag’s new venture, Cricuru

    Dentsu Webchutney bags digital duties for Virender Sehwag’s new venture, Cricuru

    MUMBAI: Dentsu Webchutney, the digital-led creative agency from the house of dentsu India, has won the digital creative and media duties for Cricuru, the recently launched learning platform for Cricket.

    While Cricket remains the biggest and the most loved sport in India, what is rather surprising is the level of motivation needed to make it to the highest levels. While many dream of becoming cricketers, most don’t even get a chance. The biggest barriers here tend to be a lack of proper guidance, coaching, and/or the aspirant-to-coach ratio. To make cricketing a reality for millions and to leave them with skills of hard work and excellence, Cricuru has enlisted a star-studded line-up of 30+ masters of International and first-class cricket. These players will now come together to pass on their learnings to every nook and corner of the world, starting with India. Through this initiative, Cricuru aims to bring the ‘+’ advantage for every lover of this game.

    This cricket coaching program is a business venture by ex-Indian cricketer, Virender Sehwag along with Sanjay Bangar, a former assistant coach of the Indian men’s team. Cricuru was born out of their love and passion for the game and the philosophy that world-class cricket coaching should be accessible to everyone.

    Speaking about Cricuru and the upcoming partnership with Dentsu Webchutney, Virender Sehwag said, “With Cricuru, we are reaching talent in every part of the country, especially to the kids in smaller towns who don’t have access to high-class coaching. Our aim is to guide them with their skills and technique and help them get across those mental challenges that we have undergone as players in our careers. Backed with AI and dial-a-coach modules, this innovative and one-of-a-kind program needed the strategic and creative thinking of an agency like Dentsu Webchutney for our long-term success. Together, we hope to give every cricket aspirant an added ‘You+’ advantage.”

    Dentsu Webchutney EVP & National business head Prashant Gopalakrishnan said, “Dentsu Webchutney is thrilled to innovate for this exciting category, where ed-tech and cricket are coming together in a new way. This mandate brings with it a chance to work with the experience of legends across the globe. Their passion is contagious for our die-hard cricket fans at Webchutney. In fact, Viru’s philosophy of learning has played a huge role in helping craft our creative approach.”

    For the record, Perfect Relations – the PR arm of dentsu India, handles the Public Relations mandate for Cricuru. The mandate also included the launch of the brand, nationally.

    Cricuru, launched on 9 June, provides content from Virender Sehwag, Sanjay Bangar, AB de Villiers, and cricketing greats like Muttiah Muralitharan, Brian Lara, Jonty Rhodes. Check out: www.cricuru.com for more!

  • Nike launches app to accelerate its digital run in SE Asia & India

    Nike launches app to accelerate its digital run in SE Asia & India

    MUMBAI: Global sportswear brand, Nike announced the launch of its app in a continued bid to accelerate its digital transformation in Southeast Asia and India (SEA&I). The app deemed to be ‘the company’s fastest-growing platform’ provides members with personalised access to the best products & offerings of the sports brand. Apart from India, the free app launches Thursday in Singapore, Thailand, Philippines, Malaysia, Taiwan, and Vietnam.

    The Nike App connects its members to product, guidance, rewards, and experiences, all tailored to their individual preferences. Akin to a digital Nike hub, members receive product recommendations based on what they love, with fast and secure checkout, the brand shared.

    “The launch of the Nike App marks a critical expansion of Nike’s digital ecosystem in SEA&I,” says Nike SEA&I VP Sanjay Gangopadhyay. “Through this launch, we are creating meaningful relationships with our local members, and inspiring and equipping them to move.”

    Apart from member benefits like ‘exclusive access’ and ‘member rewards’ the app offers ‘Inspirational content’ with access to stories, guidance, and other inspirational content available only through the Nike App.

    With this, the brand’s consumers can now shop offline at Nike stores and partner stores, as well as online through the Nike App, Nike.com, SNKRS Web.

    “A key focus with developing the Nike App for SEA&I was ensuring that the content, experiences, services, and product offers are customized based on what we know Nike members in SEA&I want most from us,” says APLA Nike direct digital commerce VP Xia Ding. “Over time, this focus becomes even sharper as we learn from member behavior and engagement, so we are able to personalize the Nike App experience to an even greater extent.”
     

  • Digital will not checkmate television anytime soon, says Madison Media’s Vikram Sakhuja

    Digital will not checkmate television anytime soon, says Madison Media’s Vikram Sakhuja

    New Delhi: Despite facing a tough competition from digital, Television will continue to remain the preferred option for viewers and brands, said Madison Media and OOH, Group CEO, Vikram Sakhuja, highlighting that TV gives rise to ‘tribal moments’ which digital cannot handle.

    “While penetration of digital is very high, it is difficult to get a high amount of reach in a single show. Any advertiser for reach still needs TV. By that token, reach build-up on TV will always be the preferred option,” he said while speaking to Governance Now MD Kailashnath Adhikari during the live telecast of the Visionary Talk series held by the public policy and governance analysis platform.

    The industry veteran said that today digital is 30 per cent of AdEx and TV is close to 40 per cent. Within digital, video which really threatens TV is only 5 per cent of Ad Ex and forms a very small part.

    Secondly, Sakhuja said that TV gives rise to ‘tribal moments’. He gave the example of live sports and said if people can watch it on big screen TV at night, why would they watch it on the phone when they are at home at night. “These are tribal moments very difficult for digital to handle,” he said. “Digital has to come out with its tribal moments for advertising to really see if it has checkmated TV. Digital is a very powerful force but has it checkmated TV? Absolutely not.”

    According to Sakhuja, YouTube will form the base of the video plan in near future and the share of OTT will go up. “With agencies and marketers getting evolved in their video planning more OTT’s will supplement YouTube,” he said, adding that lack of verified data on OTT is a drawback but most responsible agencies are doing seamless TV and video planning.

    Responding to the question, if Ad Ex will rebound to pre-pandemic 2019 levels, the advertising veteran said, “At present, we stand on a good level versus the first half of 2019. The second half will depend on if a third wave will happen or if there will be another disruption. If everything goes well our estimates will hold good. I am writing off estimates yet.”