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Tag: Digital

  • Cadbury 5 Star launches digital campaign, chooses the third umpire as its brand ambassador

    Cadbury 5 Star launches digital campaign, chooses the third umpire as its brand ambassador

    Mumbai: The iconic brand from Mondelez India, Cadbury 5 star has signed up the third umpire as its brand ambassador and has launched its latest campaign for IPL season.

    By crowning third umpires the #DoNothingLegend of cricket, the campaign celebrates these true icons – the ones who make the least moves, but the most impactful ones.

    The brand also launched its digital campaign where the brand installed a 12 ft holographic statue of the well-known umpire, CK Nandan at the Marine Drive, which was met with a lot of curiosity from the crowd gathered at the spot. Open to visitors on 2nd and 3rd May, the statue displayed the significance of the campaign idea on a plaque with the objective of creating a unique experience and engagement touch point for people who can pay their tribute to the legend as well.

    Additionally, the brand has also unveiled a digital film supported through a 360-degree marketing plan spread across platforms such as YouTube, Facebook and Hotstar.

    Speaking about the campaign Mondelez India vice president Anil Viswanathan said, “Today IPL has become synonymous to cricket and with #DoNothingLegend, our aim is to shine a spotlight on the real legends, the game changers, who make historic decisions in these matches – the third umpire. They hold the power to make or break a match, whilst silently seated in a room, giving people the feeling that they are doing nothing at all. Cadbury 5 Star has always applauded the unimaginable results of doing nothing, and this campaign is no exception. This one-of-a-kind activation coupled with 360-degree efforts reiterates Cadbury 5 Star’s brand persona of being witty. The campaign speaks in a language that best resonates with the youth, who remain major followers of the sport.”

    ‘’IPL is core to our target audience, however landing our message of ‘Do Nothing’ on such a high octane event was close to impossible. This is a great example of finding the right targeting moment and working with partners to leverage it. Be it people watching the match online, people reading about the match, people discussing the match, or people watching the match with their friends. Every touchpoint will be celebrating the Third Umpire moments with 5-Star,” said West Wavemaker India chief client officer head Shekhar Banerjee.

    Ogilvy India’s chief creative officer Sukesh Nayak added, “This IPL we aimed to establish a connection with the Youth by further strengthening the “Do Nothing” proposition by celebrating and turning the third umpire into an iconic symbol that says, “Doing nothing is everything” and that’s how we became the first brand to make the Third Umpire a brand ambassador.”

  • upGrad’s latest digital-first campaign focuses on upskilling

    upGrad’s latest digital-first campaign focuses on upskilling

    Mumbai: Edtech firm, upGrad’s latest campaign focuses on the importance of upskilling across tech domains for working professionals. It is a digital-first, gender-specific micro-targeted campaign.

    The campaign aims to encourage more women professionals to upskill and scale up their tech careers, across the industry. upGrad’s tech offerings like blockchain, full stack development (FSD), big data, devOps, cybersecurity and cloud computing are areas that learners are showing interest.

    Aligning with the viewer’s needs, the campaign targets professionals using gender-specific ads and creatives, based on their area of interest.  

    With close to 10 different versions, the campaign aims to micro-target users who are seeking to upskill themselves, by showcasing creatives and ads that align with their gender and subject interest across technology programs.  

    The digital film for the campaign, which is conceptualised by The Womb, showcases the mayhem that ensues when there is a fire in the office, and who the team rescues. The campaign has been directed by Roopali Singhal of Chrome Pictures and is live on digital.

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    Moreover, given the increased interest by women professionals in coding and software programs, upGrad’s campaign is reinforcing the importance of women coders by representing female protagonists in the ad films. The film showcases women learners upskilling with upGrad’s tech courses to become ‘very very important’ team members who drive organisational growth and success at their jobs, upon course completion.

    Commenting on the tech campaign, upGrad head of marketing Ankit Khirwal said, “we can no longer pretend that skilling is not important, especially in the field of technology, where human-machine interactions, Web 3.0, brand building in Metaverse are happening as we speak. Following this trend, we have witnessed an increase in interest from women coders for our tech offerings across blockchain, fsd, devops, cybersecurity, and more.”

    “Therefore, to encourage them further to upskill and fast forward their careers, our digital campaign will undertake a micro-targeting approach, to showcase the right offering to the right viewer based on their interest and profile, to help them navigate their upskilling solutions,” he added.

    Till date, upGrad learners have received an average career hike of 51 percent while getting placed with top companies like Uber, Flipkart, Meesho and Razorpay, after completing tech courses with the edtech major.

     “When there’s fire in the office, who will you save? Yourself, your boss or the most important employee in the office? That’s the premise Gunjan cracked when thinking of this campaign. The chaos added to the drama, the twist added to the fun and thus, we found a creative way of highlighting the importance of tech courses in today’s world,” added the Womb creative head Suyash Khabya.

  • TV advertising embraces digital in Kantar’s Creative Effectiveness Awards 2022

    TV advertising embraces digital in Kantar’s Creative Effectiveness Awards 2022

    Mumbai: Advertisers increased their advertising and media investments in 2021, as lockdown restrictions in many markets started to ease, with further investment in digital platforms. Digital ad spend saw a growth of 30.5 per cent, compared with 19.2 per cent overall, and more media channels became digitalised, according to data-driven insights and consulting company Kantar. The company revealed the results of its Creative Effectiveness Awards, recognising the most impactful ads of last year, as judged by consumers.

    Throughout 2021, Kantar’s Link creative testing platform was used to evaluate more than 13,000 TV, digital, print and outdoor ads in 75 markets. The awards celebrate those which were most impactful in building brands, driving sales and increasing long-term equity. As well as recognising the best creative work of the year, the awards showcase the ‘creative sparks’ – the common themes which set apart the most effective ads, and underline some of the key market trends influencing advertising in 2021.

    An accelerated shift to digital

    “These dynamic trends create significant opportunities for new types of creative expression in advertising, both online and offline. Channel fragmentation means a greater need to understand ad effectiveness than ever. The integration of Behavioural Science techniques, better automation, and faster, more granular insights mean creative testing should be part of every team’s development cycle,” commented Kantar EVP creative and media solutions Jane Ostler. “And of course, the universal principles still hold true; when you combine clear marketing objectives with brilliantly executed creative, we see effectiveness in action.”

    Winning ads reveal the ‘creative sparks’ to ignite effectiveness

    Across the 13,000+ adverts analysed using link, Kantar’s validated ad testing solution, Kantar identified five ‘creative sparks’ that set the most effective executions apart:

    Ad breaks go social:

    The winning TV ads in this year’s awards demonstrate a clear move towards infusing direct references to digital environments and themes. This could be a deliberate attempt to acknowledge the existence of online platforms, which many of us are immersed in for hours each day. Including visual cues from the digital world undoubtedly makes TV ads more compelling and more absorbing to watch.

    In eighth place in the top 10 TV ads of the year, Chupa Chups XXL Flavour Playlist TV spot is one example of this trend in action. “We are delighted to have our work recognised by Kantar. Our goal was to use the launch of our new product as an opportunity to extend the brand’s reach and relevance among young adults,” Perfetti Van Melle senior brand manager Jordi Rosell said. “One of the key things we wanted to capture was the independence, assertiveness, and rebellious spirit of young people. The creative approach was designed to break with tradition, using references to TikTok, gaming and other cultural touchpoints in a way that reflects their lives, while giving prominence to the unique features of the product.”

    Every second counts:

    With winning ads ranging from six to 136 seconds long, the awards show you can effectively tell a story at any ad length. While digital ads are often short to reflect our online attention span, one of the winners in the digital category is a two minutes and 15 seconds long ad for Colombian beer brand BBC, which uses an unusual and distinct graphic style soundtracked by a jazz track that draws viewers in.

    Global campaigns, local heroes:

    Many brands want to build a consistent perception amongst viewers globally, but local understanding is key to creative choices that are effective and support the global brand vision. Diageo brand Johnnie Walker scooped awards for ads in the UK, Mexico and Thailand with effective local executions which contribute to a consistent global strategy.

    Show, don’t tell:

    Even with the myriad of new developments and sophisticated ways to stretch creative boundaries with advancements in visual and audio techniques, our winning ads show that the product demo is still as effective as ever.

    In first place in the TV category, Mitre 10’s “With you all the way” spot is a stand-out example of a product demo that is natural and maintains the flow of the ad. “‘With you all the way’ is a promise of partnership. We’re there to help our customers build confidence in their ability to get the job done right,” Mitre 10 chief marketing officer Jules Lloyd-Jones commented. “With a touch of humour thrown in, the ad creative reflects that promise and centres on our greatest asset – our people. Leaning into that differentiator, the aim was to take us from retailer to trusted project partner for our customers, really inspiring them to love where they live, work and play. We’re so pleased the ad has landed so well with Kiwi customers and we’re honoured to see the campaign recognised internationally in the Creative Effectiveness Awards.”

    Make them smile:

    Laughter has long been a staple in advertising. But the last twenty years have seen a steady decline in the use of humour as a result of the purpose-based marketing boom, and as brands looked to communicate sensitively during the pandemic. Recent analysis from Kantar shows that humour is a powerful tool in creating ads which are expressive, involving and distinct. Award winners from Rappi, Zespri, Amazon and Chromebook show that bringing humour back into advertising pays off.
    On Wed, Apr 27, 2022 at 7:37 PM Anupama Sajeet <anupamas@indiantelevision.co.in> wrote:

  • AVGC fastest-growing sector in South Indian M&E industry; TV leads by share: CII

    AVGC fastest-growing sector in South Indian M&E industry; TV leads by share: CII

    Mumbai: The South Indian media and entertainment (M&E) sector, with a market value of around Rs 70,000 crore and a share of 40 per cent, will play a critical role in assisting India to follow a sustainable path to becoming the world’s largest credible marketplace, with M&E contributing two to three per cent to the country’s GDP. The findings were revealed in the CII Southern Region’s report titled ‘Regional is the New National – Way Forward for the South Indian Media & Entertainment Industry.’

    Television continues to occupy a major 45 per cent of the South India M&E market share. By the end of 2022, it is expected to be worth Rs 33,100 crore, with a 10 per cent compound annual growth rate. The south Indian TV sector had a market size of Rs 36,000 crore in 2019, which dropped to Rs 29,000 crore in 2020 because of the Covid-19 epidemic, but recovered to Rs 30,100 crore in 2021. It is expected to grow even more in the coming years, reaching Ra 33,100 crore in 2022 and surpassing 2019 by 2024.

    Subscriptions continue to be the most lucrative source of revenue for television, followed by advertising and programming. According to industry estimates, TV stations in South India earned Rs 25,200 crore in subscriptions, Rs 9,360 crore in advertising, and Rs 1,440 crore in programming in 2019. Due to the pandemic’s impact, these figures fell in 2020 to Rs 20,300 crore for subscriptions, Rs 7,540 crore for advertising, and Rs 1,160 crore for content-based revenue.

    AVGC is the fastest growing sector in the South Indian M&E industry, with a CAGR of 30 per cent. It is expected to account for up to 10 per cent of the overall M&E sector by 2030. The budget allocation for VFX in high-budget films is expected to rise to 30-35 per cent by 2023, up from 25-30 per cent currently.

    Establishment of a state-of-the-art 30,000 Sq ft Centre of Excellence in Whitefield, Bengaluru, and the construction of Image Towers in Hyderabad, which is a 600,000 square feet dedicated space for the AVGC-XR sector, has contributed to this growth.

    More than half of the films released in the last year were in one of the four south Indian languages. The South Indian film industry has also produced some of the most successful box office hits in recent years. It is expected to be worth Rs 6050 crore by the end of 2022, with a compound annual growth rate of 13 per cent.

    Southern films have performed exceptionally well on OTT platforms, and they are among the most watched films in Indian cinema. With a compound annual growth rate of 25 per cent, the South Indian streaming and digital media market is expected to be worth Rs 16,200 crore by the end of 2022, nearly two-and-a-half times the film revenues. Disney Hotstar, Amazon Prime, Zee5, Netflix, and SonyLiv are aggressively establishing themselves in the southern states.

    The South Indian print industry market is expected to be worth Rs 9,900 crore by the end of 2022, with radio, digital, OTT, and music following close behind. Further, South India’s five states account for 286 of India’s total 1369 radio channels, accounting for a 21 per cent share of the total radio pie in India.

    “South India has continued to play an important role in the evolution of the M&E industry, owing to the popularity of vernacular content, rapid digitisation and connectivity, an evolving ecosystem, global viewership, and personalisation,” the report stated. “Tamil Nadu, Kerala, Andhra Pradesh, Telangana, and Karnataka, the five southern states, have been at the forefront of leading the transformation of India’s M&E sector.”

    “The growth story of the South Indian M&E sector, like that of the rest of India, continues to be unique and multimodal, with digital and traditional media co-existing and growing with very different underlying trends,” it added.

  • Rural India sees a three-fold growth in the usage of e-commerce apps: Report

    Rural India sees a three-fold growth in the usage of e-commerce apps: Report

    Mumbai: Rural India is on the periphery of an e-commerce revolution. There has been a massive increase in the number of users of e-commerce apps in the last six to eight months, according to the latest edition of the Rural Barometer Report. The rural population is now looking at digital as a medium that provides economically valuable information/services with digital consumption shifting beyond basic services such as entertainment and social media, the report stated.

    Insights and consulting company Kantar, along with GroupM’s rural and experiential marketing unit- Dialogue Factory has unveiled the third edition of its bi-annual report. It explores concerns about the post-pandemic impact on consumer behaviour and purchase patterns across rural India.

    According to the report, digital financial inclusion continues to see a growing footprint, and payment apps especially have created a fertile ground for the advancement of e-commerce in rural hinterlands.

    More vocational information is being consumed via the internet, though entertainment and social media remain the dominant factors of internet usage, said the report. There is an emerging constituency of technology-enabled farmers, who are using digital apps to track their crops. The Rural Barometer Report indicates that five per cent of farmers were using crop monitoring apps and this digital adoption for crop monitoring is the strongest in the states of Karnataka, Punjab, Haryana, and Gujarat.

    Some of the other key highlights of this latest version of the Rural Barometer Report are:

    FMCG witnessing the resurgence of indulgence and vanity categories: The pandemic had profoundly changed FMCG spending in rural India. Through the lockdown and the first half of 2021, consumers continued to prioritise health and hygiene categories under uncertain financial circumstances. As a result, indulgence and vanity categories remained subdued until the first half of 2021. The report shows a rebalancing of the FMCG spends. Food categories such as biscuits and chocolates, snacking, etc, and personal care and beauty categories bounced back and show positive momentum for growth.

    On the flipside, health and nutrition, along with job security remain a concern. The findings show that the nutrition and health of one in five children are of concern. Due to continued patriarchal notions, the girl child is not being provided a sufficient protein-based diet.

    In terms of sentiments regarding job security, lower social classes (NCCS CDE) and rural youth (18-24-year-olds) have been the most affected, as per the report.

    “The pandemic has changed ways of living for rural India,” said Dialogue Factory head of experiential marketing- APAC Dalveer Singh. “We see our rural citizens more vigilant about their consumption patterns. As per the Rural Covid Barometer Report 2021, rural India is more confident in recovery and adopting new technology and putting it to the right use. There are existing concerns like nutrition and health of children in rural areas but thanks to government intervention, rural purchasing power has improved.”

    “Close to a fifth of rural India is concerned about the health parameters of their children. We’ve also witnessed rebalancing in FMCG spending. With technology penetrating further and rural consumers evolving in this digital and e-commerce led era, we see a brighter tomorrow in rural regions,” Singh further said.

  • GUEST COLUMN: Five ways how a digital advertising agency can help grow your business

    GUEST COLUMN: Five ways how a digital advertising agency can help grow your business

    Mumbai: Amid the accelerating digitisation due to the pandemic, businesses are exploring the digital world. Companies are increasingly investing in digital strategies to stay relevant amid the competition. Although there is no dearth of online resources to help grow your digital presence, companies often lack the in-house expertise and resources to implement a robust digital advertising strategy. The digital landscape for a company can’t be short-term, or with temporary goals. Digital presence needs a robust thought process that should be backed by the business processes of the company. Digital advertising agencies play an instrumental role in assist in creating effective roadmaps. Performance-backed campaigns, and effectively utilise existing time and resources to maximise return on investment in marketing campaigns. 

    Here are five ways a digital advertising agency can help grow a business

    Ideate and develop a 360-degree digital roadmap: Helmed by seasoned marketers, digital advertising agencies help you ideate and plan a digital strategy to achieve your business goals. The brand and the agency work collaboratively to devise a plan with the right milestones for achieving marketing goals. These strategies may be short-term or long-term, depending upon the objective. The digital strategy is further broken down into actionable KPIs to be achieved within a predefined timeline.

    Craft fresh and engaging content: Content is the heart of digital advertising. Fresh and compelling content helps achieve your desired action- generate leads, boost sales, acquire new customers, etc., for your brand. Content is also the key to building long-term relationships with customers. Agency professionals are thoroughly abreast of the latest content marketing trends, which gives them an obvious advantage in content development and curation. They are experts in planning content according to the channel requirements and campaign goals while reinforcing the key messaging of the brand.

    Grow online presence: Like Taj Mahal wasn’t built in a day, the digital presence of a brand or company can’t be created overnight. A sturdy online presence is vital to enable users to find you easily. A combination of SEO, SEM and social media marketing strategies helps boost your digital presence and build a strong recall about your brand. With the availability of an experienced team with specialized people in a particular area of digital strategy, a digital agency is an asset to your business.

    Monitor campaign analytics: Big data is playing a pervasive role in measuring campaign outcomes against the objectives set during the planning stage. It allows the real-time modification of the running campaign to achieve desired results. If the campaign has already concluded, its insights serve as learning to plan the upcoming campaigns better and execute them well. Agencies have the latest tools and technologies at their disposal that automate day-today-operations, streamline campaign and account management, and draw actionable insights. This makes agencies a one-stop solution for tasks such as social listening, competitive benchmarking, keyword research, etc.

    Manage your marketing budget effectively: Digital agencies help develop a realistic budgeting plan with a prudent allocation among various channels such as SEO, social media, SEM. This minimizes the wastage of time and resources while helping you fast-track your marketing strategy.

    Today, an agency is an extension of the brand. Outsourcing digital marketing to the right agency can open a plethora of growth opportunities, facilitate knowledge-sharing and technical know-how and strengthen ideation for your brand. With the help of suitable tools, knowledge and resources, a digital agency can help propel your business onto a higher growth trajectory. Choose an agency partner who is equipped to align with your organisational goals the challenge for companies today is to access the digital partner with a balanced outlook with all the above-mentioned points. 

    (About Author: Khushboo Sharma is the founder of Zero Gravity Communications)

  • Amit Shankar joins Hashtag Orange as co-founder & CCO

    Amit Shankar joins Hashtag Orange as co-founder & CCO

    Mumbai: Digital advertising agency Hashtag Orange on Tuesday announced the appointment of Amit Shankar as its co-founder and chief creative officer.

    Shankar moves on from Famous Innovations, where he served as the head of creative at the agency’s Gurugram office.

    In a career spanning over 25 years, Shankar has won multiple accolades such as metal at Cannes, One Show, AdFest, Spikes Asia, Effies and Abbies. His work has also featured often in Luerzer’s Archive.

    “Amit is a brand in himself, and we are thrilled to have him sail the ship for our creative department,” Hashtag Orange founder Mukesh Vij said. “Hashtag Orange is richer in its talents to have such a decorated creative soul be a part of the journey ahead. We look forward to making a big bang shortly.”

    Shankar’s advertising journey includes tenures at agencies like Publicis, J Walter Thompson, Contract and Grey (including Trikaya). Among the marquee brands he has actively contributed to and helped build, are Microsoft, Windows XP, Domino’ Pizza, NIIT, Honda, Hyundai, General Motors, Monte Carlo, Pernod Ricard, Pedigree, GlaxoSmithKline, Procter & Gamble, Hero MotoCorp, Times of India, Nestle, ITC, India Today, Government of India, Whirlpool, SpiceJet, Hindustan Times, Montecarlo and Revlon, according to the agency.

    “The best thing about advertising is that it unfolds a whole new chapter for you, every time you look forward to breaking the continuum,” commented Amit Shankar. “Being a technology-driven agency, Hashtag Orange offers a rich playfield for ideas that ride on tech. The creative energy here is irresistible and infectious, and I look forward to adding more vigour to it. The time is to un-learn and learn much more; I see lots of experiments, innovations and some sharp work on the cards.”

  • Jose Leon elevated as MD of Indigo Consulting

    Jose Leon elevated as MD of Indigo Consulting

    Mumbai: Publicis Groupe on Monday announced the elevation of Jose Leon as managing director of Indigo Consulting – the digital business transformation (DBT) arm of the company in the country.

    Leon is a digital strategy and tech expert with over 25 years of corporate experience across global brands like Adobe and Xerox. He joined Publicis Groupe as DBT business president. 

    He was promoted as the COO of the company in 2020.

    Leon earlier worked closely with the Indigo Consulting CEO Rajesh Ghatge, who has recently been in transition to a wider role in Publicis Groupe. “There could be no better succession plan than Jose at the helm of Indigo Consulting,” said Ghatge on Leon’s appointment. “He has considerably accelerated investments by bringing in best-in-class talent across delivery & technology functions and plans to ramp-up these endeavours through 2022-23, for bespoke software engineering, core application modernisation and CX & EX re-imagination projects.”

    Moving forward, Leon will work closely with the newly appointed Publicis Groupe India digital technology business CEO Amaresh Godbole. “Indigo Consulting has deep domain knowledge across financial services and retail, which will be key growth drivers for Publicis Groupe’s digital technology business, especially D2C commerce,” stated Godbole. “I’m grateful to inherit a strong leader in Jose who runs the Indigo Consulting business with passion and ownership. I’m excited to partner with him as he leads the brand into its next phase of growth across software engineering, content platform build, e-commerce, and data offerings.”

    “My main focus has been to change and challenge the way Indigo Consulting works with its customers and create a world-class agile organisation. Our foundation is solid,” commented Jose Leon. “With massive acceleration in digital demand, our line-of-sight to demand is strong and my goal is to ensure that our endeavors will meet the velocity we see in the market for DBT business leading to exponential rather than incremental growth.