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Tag: Digital

  • GOZOOP Group bags social media mandate for XYXX

    GOZOOP Group bags social media mandate for XYXX

    Mumbai: GOZOOP Group has bagged the social media and online reputation management mandate for the premium men’s comfort wear and innerwear, XYXX.

    With this association, XYXX aims to elevate its digital presence across markets.

    Currently, XYXX is motivating people to be true to themselves and follow their own instincts through the #PlayYourWay campaign leveraged on digital media featuring Indian cricketer KL Rahul. GOZOOP Group with their expertise has amplified the communication to a larger audience through the brand’s social media platforms.

    As part of the mandate, GOZOOP Group will be handling social media management duties as well as online reputation, customer support management for the brand. The team is responsible for building communities and recognition for the brand through social media with impactful creative assets.

    Speaking of this partnership, XYXX Apparels chief marketing officer Sonal Rai said, “We believe that a brand’s communication strategy and digital initiatives need to share a common vision and voice across all platforms. Trusting GOZOOP Group’s expertise, approach and experience in the digital world, we are ecstatic to have them as our digital agency.”

    Commenting on the win, GOZOOP Group India CEO Samrat Bedi, said “We are delighted to be partnering with a very collaborative and encouraging client on this fast growing comfort wear brand. XYXX’s brand ambitions are exciting and challenging — just the kind of mandate that we love taking up at GOZOOP.”

  • Kantar Creative Effectiveness Awards: HUL dominates the digital category

    Kantar Creative Effectiveness Awards: HUL dominates the digital category

    Mumbai: Marketing data and analytics company, Kantar unveiled on Thursday the ads that were most effective and creative in 2021 across India. The firm tested more than 13,000 creatives for clients around the world throughout 2021. 10 percent (1300+) of those creatives were tested in India alone.The India report shortlisted over 350 ads, tested across categories, markets, target groups and media channels.

    Some of the findings from Kantar’s Strategic Sparks for effective and creative digital advertising are:

    • Customized and integrated content yields significantly higher ROI: Carrying forward creative stories and elements from other media amplifies the impact of digital assets.
    • Shoot for instant meaning: Given the attention poor consumers and short window available, it pays to ensure that the consumers are not called to do any additional work for decoding what they are supposed to think and feel about the brand
    • Ride the moment: Embrace the topical issues and trends, to engage and be relevant
    • Strike an emotive chord: Well told stories open up consumers for longer format videos
    • Hook them early:  Promise of a fulfilling story arc, emotive journey and humour help in ensuring that consumers stay invested beyond 6 seconds.

    Commenting on this year’s winners, Kantar Insights Division managing director & chief client officer Soumya Mohanty said, “The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learnings that we have had in the area while working with the leading marketeers in India.”

    Key highlights from this year’s report identified for effective and creative TV advertising:

    • Indians love to ride fulfilling story arcs: Stories create room for empathy, engagement, and vivid memories through which one could influence the way in which consumers think & feel about the brands.
    • Touch of drama helps: Just the right kind and quantity of spice delivered through creative storytelling and filmmaking, elevates even the repetitive themes, to make them more personal, relevant and aspirational.
    • License to be extravagant in visualization: Indians are open to suspending their disbelief for the well visualised film.
    • Layer in emotional meaningfulness: Emotive contexts have the potential to make the consumers warm up to even the dry functional categories.
    • Show, not tell: Integrating brand payoffs as an organic plot event in the script is a timeless approach toward creating vivid and persuasive memories.

    Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which Kantar now includes as a measure of gender portrayal in advertising as an integral part of its Link™ communication pretesting solution. Thus, setting a foundation for marketers to review the potential of their creative executions on this dimension to monitor progress over time.

    Unstereotype metric* (UM) in the long term provides learning and context for gender progressive advertisements. UM is now measured for 14,000+ ads across 70 countries, 3,300+ brands and 251 categories.

    ⎯       Unstereotyping in advertisements is predicted to unlock higher marketing ROI. It signifies strong brand equity and is likely to impact short term sales as well. This impact is not only true for women, but progressive male role models also impact business outcomes across categories.

    ⎯       Progressive ads are more effective and trigger positive engagement. They are in general seen to be more enjoyable, relevant, different and even pleasantly surprising.

    ⎯       Unstereotyping affects various aspects of the brand- power, meaningfulness, difference and saliency especially seen in food & beverage, household and personal care categories.

    ⎯       There are clear and present rewards for brands that seek to be at the forefront of embedding progressive gender roles

  • Nyumi partners with Kriti Sanon for their first-ever brand campaign

    Nyumi partners with Kriti Sanon for their first-ever brand campaign

    Mumbai: The leading wellness brand Nyumi has rolled out its first-ever brand campaign, #BiteMe featuring bollywood actress Kriti Sanon. The campaign is executed by creative agency 82.5 Communications.

    With this campaign, Nyumi encourages women to not get used to their everyday problems, but to take them on, with a delicious comeback! It brings to the forefront the spirit of the unstoppable, energetic, and independent women who are ready to take on life with a bold attitude. The new campaign will go live across digital, social & retail platforms.

    Today’s women have too much to balance in their busy life. This leads to issues like lack of sleep, stress, UTI, hair fall, and dull skin that takes a toll on their overall wellbeing. In the new campaign, Kriti Sanon says #BiteMe to all these problems and hello to delicious nutrition every day.

    Speaking about the campaign, Nyumi CEO & founder Ananya Agarwal said, “We launched Nyumi to make wellness approachable and accessible to women. Since our launch in 2021, we have seen significant growth for the brand and as we hit our one-year milestone this month, I am excited to bring to our audience our first-ever brand campaign. The Nyumi woman is quintessentially someone who believes in facing her issues head-on, and with #BiteMe, we are aiming to create a new way of looking at one’s problems and taking a stand against whatever life throws at us!”

    Talking about launching the campaign with Kriti, she said, “We are very excited to partner with Kriti for this campaign. She is a natural fit, as she is someone who embodies all the qualities that the Nyumi woman represents. She is vivacious, self-assured, independent, and caring. And to add to that, Kriti has also been a Nyumi customer long before she partnered with us. We have really enjoyed collaborating with her on this campaign and I hope the audience also enjoys watching the films as much as we have enjoyed making them.”

    Speaking about the campaign, Kriti Sanon said, “I am very excited to be working with Nyumi! It’s coincidently a brand that I have been using for some time now, and I really like their products! So it’s nice to be endorsing something that you actually like consuming and believe in!”

    Talking about their association with Nyumi, 82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said, “We are delighted to be a part of the journey that Nyumi has embarked on, to inspire Indian women to prioritise their health and well-being. Our campaign urges every woman to confidently say, “#BiteMe” to little-big health issues that hold them back every day. A confidence that comes with the Nyumi daily nutrition gummies and their perfect blend of Indian and western ingredients.”

  • Will Lin joins Simplilearn as CMO

    Will Lin joins Simplilearn as CMO

    Mumbai: The global digital skill provider, Simplilearn, has appointed Will Lin as the new chief marketing officer. He brings to the company more than 20 years of international experience & proven track record in scaling data-driven ROI-focused marketing operations and taking them to the next level.  

    Recently, Simplilearn has also appointed Mohit Yadav & Sujoy Ghosh as vice presidents in the growth and tech verticals, respectively. They will be playing key roles in driving growth and transformation in the company. The addition of a new leader will act as a catalyst in the future ventures of the company.

    He will be responsible for the overall global brand and digital marketing strategy of the company to further amplify Simplilearn’s brand awareness and to drive the transformation of marketing into a data and revenue driven function.  

    Will’s marketing leadership experience spans tenures at HP, Berggi, Microsoft, VRBO (formerly HomeAway), and RentPath. Prior to joining Simplilearn, he served as the chief marketing officer & chief digital officer at RentPath where he built a world-class consumer marketing program focused on renter acquisition & growth and was instrumental in its eventual $600 million acquisition by Redfin.

    While at VRBO, Will managed a nine-figure marketing budget for 50+ websites across 20+ countries and contributed to the company’s growth which led to eventual $2 billion sale to Expedia.  

    Sharing his enthusiasm on joining the Simplilearn team, Will Lin said, “Being a part of Simplilearn is going to be an exciting journey for me. The edtech sector is booming with endless possibilities and potential. Simplilearn has been playing an excellent role in upskilling students and professionals, and while I am thrilled to bring all my expertise and experience to the table, I believe that this shall be a learning voyage for me too. I look forward to the road ahead with the company.”

    Welcoming Will Lin to the Simplilearn team, Simplilearn CEO & founder Krishna Kumar said, “With our aim to grow locally and globally, and towards being the industry leader in digital skilling, we continue to strengthen our team paving the way to success. We are happy to have Will on board to lead the marketing vertical for Simplilearn and we look forward to his contributions and expertise on further growing the company, taking it to the next level.”

    He added, “After close to a 6-year stint with Simplilearn, Mark Moran is moving on to start a new venture. I want to take this opportunity to thank Mark for all his contributions to make Simplilearn a better business and a better place to work. We wish him success with his new venture.”

  • ShemarooMe partners with OTTplay to make content easily available to users

    ShemarooMe partners with OTTplay to make content easily available to users

    Mumbai: The OTT app by Shemaroo, ShemarooMe has partnered with OTTplay, to make ShemarooMe’s content easily available to the existing and potential users by opening up an entirely new way to access entertainment.

    ShemarooMe has a wide selection of curated multiregional and multilingual content to suit every emotion. Be it Bollywood, regional, devotional, comedy, or kids entertainment, ShemarooMe has something for the entire family across age groups. After helping more than five million Indians navigate the chaotic landscape of OTT content with AI-based personalised recommendations, OTTplay is now making its foray into OTT content streaming with the launch of OTTplay premium- bundled subscription packs!

    Speaking of this partnership, Shemaroo digital business and ShemarooMe COO Zubin Dubash said, “With a plethora of options on OTT apps, selecting the right film or web series to watch can be time-consuming and intimidating. This partnership with OTTplay will shorten the search time to select the right content for the consumers as per their preferences. It will be beneficial for both partners as well as the existing and potential consumers.”

    Adding to it, OTTplay co-founder Avinash Mudaliar commented, “Our aim is to enable consumers to spend time watching their favorite shows, not searching for them; globally 60 percent of OTT consumers find the process of navigating different OTT apps “frustrating”, and that is the precise problem we had set out to solve with OTTplay. In the last year, we were successful in answering: What to watch? and Where to watch? by building an AI-powered personalised recommendation engine and a platform where users can stay updated on the latest news and reviews. Having earned the trust of millions of OTT fans in India and having positioned OTTplay as the #1 recommendation platform, it was only logical to transition into the aggregator space and democratize the experience of consuming streaming content. A common problem that many face today relates to acquiring subscriptions to multiple OTT platforms and having to navigate between them. With OTTplay premium subscriptions, we want to provide a seamless experience where users can consume all the content, they want to watch in one place. We are excited to partner with ShemarooMe and offer its vast content offering to our existing and potential users.”

  • Rahul Welde exits Unilever after 31 years

    Rahul Welde exits Unilever after 31 years

    MUMBAI: Unilever’s EVP – Digital Transformation and Digital Business Rahul Welde has decided to move on from Unilever after a stint of more than three decades at the FMCG conglomerate. He made the announcement on social media. While Welde did not disclose details of his future plans in his post, he said he is embarking on a new chapter, adding– “building a portfolio career, charting new waters and fostering the spirit of reinvention”.

    Sharing a pic of himself handing over his Unilever employee pass, Welde wrote: Time does fly. It has been 31 years since I started my career at Unilever on a bright day. What a ride! I am fortunate to have been able to ‘pivot’ my career several times, long before the word became fashionable, all while being in the same company.

    “I have always believed in owning your spirit – in my case, following my mantra of ‘Joy over Success’. And sustaining my undying thirst for the new and left field,” he continued, adding, “Unilever is a great company – just too good to sum up in words. When I completed 30 years I said (and it’s there on Twitter for posterity) – “When you are in the company that long, I guess you really bleed blue. It’s so much more than brands and business – it’s a family.”

    “How does one leave family then? A fork in the road does come though, and it is time to move on from Unilever,” he further added.

    Having joined Unilever as a management trainee back in 1991, Welde was appointed media director – south asia and general manager – media services in 2005. Thereafter, he held various senior positions like VP-media and global VP-Digital Transformation before being elevated to the post of EVP-Digital Transformation in April 2018. He undertook the additional role of EVP-  digital business at the British multinational in February 2020.

  • IPL: Multiple media rights is an advantage for the bidders

    IPL: Multiple media rights is an advantage for the bidders

    MUMBAI: The three-day e-auction of IPL media rights 2023-2027 has concluded on Tuesday, with Disney-Star bagging TV rights for the Indian subcontinent and Viacom18/ Reliance sweeping the digital segment. 

    The total value of digital broadcast rights for IPL has reached Rs 23,757.52 crore. This means that the value of digital media rights to the IPL has surpassed the TV broadcast rights valued at Rs 23,575 crore. The total valuation of IPL media rights for the next five years has reached Rs 47,332.52 crore. 

    We have asked experts about why IPL media rights being distributed among broadcasters is a positive approach. Do experts think one can get leverage against the other players and there would be a fair deal in place?

    Speaking on the IPL media rights being distributed, Madison Media & OOH Group CEO Vikram Sakhuja noted that rights being split up is a good thing for media buyers. “My point of view is that from a media buying standpoint it is probably an advantage. This is because if you deal with two or three partners your ability to leverage one against the other is better compared to all the cards being held by one person.” He noted that while the fall in IPL ratings on TV was disappointing, hardly anybody comes on to it just for cost per rating point (CPRP). They look to create an impact in a short time. That is why, he explains why many startups in categories like ed-tech are advertising.

    Broadcasters, he explains, are generally good for making up the shortfall in ratings by giving things like bonus spots. Benchmarks are there and everyone is here to provide value. “Ratings alone is not why people take the IPL. It is about the passion behind the property and the impact that you get. This is huge. Clients get the reach, conduct a relatively clutter-free campaign and also get strong visibility. It is the clients who wanted to grow their business quickly who came onto the IPL.”

    For him, the bigger challenge facing the rights holders for the IPL in the next season is the funding for startups, which is facing a winter. If the funding dries up and that situation stays, bad startups will have to cut back on marketing spending. Their outlays for the IPL will get affected. “Outlays rather than ratings will be the deciding factor for the next season. Will clients who like the IPL have enough outlay for next season? How many of them will have the appetite to return next year is the bigger question. If the startup money is there, things will be fine. But if not then will anybody else come in their place? For FMCG CPRP is very important. For that reason, they do not come to the IPL.”

    Meanwhile, D & P India Advisory managing partner N Santosh feels that IPL will be a loss leader for both the TV rights holder and the digital rights. It would be a bit of a stretch to expect a profit. The amount of ad revenue in a season on television is around Rs 3000 crore in a best-case scenario. Of course, with more matches, this amount will rise. Then there are production costs. “It is good to have content but the TV rights holder may start making money only in the fourth or fifth year if viewership has risen significantly and ad rates have risen significantly. Then for those years, they might make a profit. But this content is important to have. It will grow its general entertainment business as subscription bundles can be offered. GEC can be sold with sports and that could add subscription revenue. For advertisers, bundles can be offered and revenues can be maximised. The GEC business is always profitable and IPL will only add profits to the GEC business.”

    On the digital front, he thinks that Reliance due to Jio as a Super App will be able to monetise it slightly better compared to if another OTT platform had got the rights to Package B. The IPL can help add subscribers to Reliance’s telecom business. The IPL will be a bigger loss leader in digital. Ad revenue on digital is not that significant based on research that his company has done. “Ad revenue, the way it has been monetised so far on OTT platforms is not that material. But the IPL can be used to improve the subscription monetisation of the platform including the GEC, and movie library business. So digital ad revenue will not be that important. It will mostly be about the subscription. I have not seen OTT platforms monetise advertising that well.”

    He also does not think that the rights being split up will affect monetisation ability. “I don’t see a major difference compared to one party having both TV and digital rights. The advertisers and subscribers are anyway different. Star and Hotstar from a subscription point of view were not bundled together. The packages were different.”

    When asked about the per match value of the IPL from a broadcast rights point of view being the second in the world ahead of the premier league he noted that cricket is advertiser-friendly. Meanwhile, soccer relies more on subscriptions. Also, in the premier league often more than one match is played at the same time. So the viewership gets spread out. The IPL matches only take place one at a time, which is an advantage. In soccer, a Manchester United fan will only watch matches featuring that club. Whereas with the IPL even if you are a RCB fan you will still watch an IPL match not featuring that team as there are no other IPL matches going on at the same time.

    In the context of ratings, IPG Mediabrands CEO Shashi Sinha said as far as TV is concerned, the ratings are an indicator, it is a question of advertiser’s supply and demand. If there is a huge demand then the property will do well next year. He noted that one will have to see how the economy is faring when the next edition of the IPL happens.

    “Ratings are one part of it but finally it is about supply and demand. Ratings are just an indicator. We will have to see what big product launches are happening around the IPL. What are the new categories coming up? If the economy grows then the advertiser response will be good. If the Indian economy does not grow then it will be a problem. It is also not a question of just one year,” Sinha added.

    He said that the winner must have taken a call of the economy doing well in the next five years. Sinha also noted that competitor’s pressure will play a role in IPL sponsorship. He gave the example of Byjus doing a deal with FIFA for the World Cup later in the year. For him the ability of Disney-Star to take the sponsorship and spot rates up will depend on the economy. It will also be upto Disney-Star on whether they go for an increase in rates at one go or raise rates gradually over the years.

    He further noted the digital rights holder, in this case, Viacom18 will depend a lot on subscription. “All sports properties including EPL rely on subscription to an extent. Sometimes the dependence on subscription is higher. I am sure that Reliance will focus on subscription being a major telecom player,” he concluded.

  • MMTC-PAMP names Amul Saha as chief digital officer

    MMTC-PAMP names Amul Saha as chief digital officer

    Mumbai: Indian gold & silver refinery accredited by the London Bullion Market Association (LBMA), MMTC-PAMP announced the appointment of Amul Kumar Saha as its chief digital officer. In his new role, Saha will create and drive strategy to scale up presence and achieve market leadership in the fast-growing consumer space. This would include building new business and revenue streams and presence in strategic and high growth spaces like eCommerce, digital gold, buyback and other related business lines. He will report to MMTC-PAMP managing director & CEO Vikas Singh.    

    Saha is a seasoned business leader with 12 plus years of experience in sales, business development, product marketing and technology. His recent specialisations are in the Online and E-Commerce domain and he was earlier associated with Samsung India. Under his leadership, the brand achieved online market leadership in the hyper competitive consumer durables sector.  

    Commenting on his new role, Saha said, “I am honoured to take up this responsibility that the company has entrusted me with. As a part of my new role, I will be exploring uncharted avenues to grow our consumer-facing business primarily through Digital and Omni-channel initiatives. My approach to solving complex problems is by breaking them down into smaller problem statements, identifying key input metrics, and laying down processes that can help the organization scale in a predictable and organized manner. I am obsessed with improving the consumer experience and I would like MMTC-PAMP to be at the forefront of improving consumer experience in the precious metals industry.”   

    MMTC-PAMP CEO and MD Vikas Singh said, “I am delighted to welcome Amul as our chief digital officer. Amul is a seasoned business leader with diverse experience across sectors. His extensive track record in building successful portfolios and achieving market leadership through winning teams make him a great asset at MMTC-PAMP.”   

    An alumnus of IIM-Ahmedabad, IIEST Shibpur, and RIMC Dehradun, Saha has experience managing complex multi-party environments that simultaneously involve brands, marketplace sellers, third-party fulfillment partners, and a host of external agencies. 

  • Grapes Digital bags the digital AOR mandate for CP Plus

    Grapes Digital bags the digital AOR mandate for CP Plus

    Mumbai: CP Plus has signed Grapes Digital for its digital AOR mandate. The company has won the mandate following a multi-agency pitch and will service the account from its New Delhi office.

    As a result of this partnership, Grapes will look after the brand’s 360-degree digital presence, from social media creatives to digital campaigns. As per the mandate, the agency will be responsible for executing the digital duties of the brand, such as media planning and buying, creative and digital branding and strategy, and SEO. The collaboration is aimed at developing cohesive value for the brand with the help of earned initiatives.   

    Speaking on the development, CP Plus executive director Ananmay Khemka said, “Being one of the recognised brands in the advanced security and surveillance solution, our constant endeavour is to provide the best range of products and services catering to the security needs of India. In the last few years, CP Plus has witnessed unmatched growth. We are quite enthusiastic to expand our business. Thus, digital plays a crucial role in building the business. We are impressed with Grapes’ vision for our brand. We are quite optimistic that Grapes expertise and nuanced understanding of digital media will fuel our vision”.

    Commenting on the win, Grapes CEO and co-founder Shradha Agarwal said, “We are pleased to associate with CP Plus as their digital partner. It’s a market leader in the security and surveillance industry. The demand for cameras and other surveillance products has witnessed an uptick demand owing to safety reasons. Also, the consumer behaviour pattern is changing, and there is a lot of scope in the market to perform well in the coming year. With a strategic approach and creative thinking, we look forward to creating great work in new and unprecedented directions for the brand. With our expertise in digital solutions, we strive to increase the visibility of the brand and create top-of-the-mind recall value amongst consumers”.

  • Vinay Rao joins as Langoor’s head- client success

    Vinay Rao joins as Langoor’s head- client success

    Mumbai: The digital marketing agency Langoor has appointed Vinay Rao as its head of client success. He will lead strategizing and digital transformation on key accounts.

    Vinay will help brands achieve their goals by bringing the focus back on business and enabling strategies that help them create a prominent presence in new markets. He will be the driving force behind a brand’s storytelling to build credibility, promote awareness and engineer conversion with clients.

    Welcoming him on board, Langoor CEO Venugopal Ganganna said, “At Langoor, we are always scaling up and adding new clients to our roster. To ensure that our clients receive all the support and advice they need and to help their business grow, we decided to onboard Vinay. He is very driven and has innovative ideas and effortless communication skills that he brings to the table which is crucial for our business. Vinay’s vision for Langoor aligns perfectly with ours, making him the ideal match for the role.”

    Speaking on his appointment, Langoor head (client success) Vinay Rao said “I am thrilled to work with a firm as dynamic, creative and motivated as Langoor. The environment in the firm is very exciting and it’s an opportunity which couldn’t have knocked at my door at a better time such as now. Venu is a great leader and I look forward to working with him and giving our customers all the support that they need to grow and prosper.”

    In his last role, Vinay was responsible for the digital marketing & communications mandate for Blume Ventures, one of India’s top-tier venture capital firms. He has also previously worked on the digital transformation mandates of early stage, challenger, and digitally native brands in ITES & SaaS, E-commerce, FMCG, healthcare, fitness and wellness, home interiors, retail, real estate, non-profit, airline, electronics and consumer goods.