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  • Digital Diwali: Online platforms spread festive cheer

    Digital Diwali: Online platforms spread festive cheer

    NEW DELHI: 2020 has been a difficult and challenging year on many fronts on account of the Covid2019 pandemic. Alongside, it has taught us to value life and treasure every moment spent with our near and dear ones – and Diwali is the perfect time to do so. With the festival of lights and joy upon us, digital platforms across categories have come up with fun and innovative ways to celebrate the occasion with everyone.

    Here's a look at some of the campaigns by digital platforms that advocate following precautions and overcoming adversities through togetherness this Diwali:-

    Mitron

    Mitron is spreading festive cheer with the launch of its Diwali campaign #mitronkidiwali. Users are invited to share their Diwali celebrations on the short video sharing app, by participating in an exciting contest.

    Adding to the festivities, Mitron has also launched catchy in-app music. Titled ‘Happy Diwali Mitron’, the toe-tapping song urges users to enjoy the festivities with family and friends. 

    For the contest, users are invited to upload Diwali celebration videos with festive elements like rangoli, firecrackers, playing cards, Diwali cleaning, sweets, and festive attire. There are six categories for participants to choose from, which will then serve as the theme of the video. These include Miss Phuljadi #diwalidiva (best dressed female), Mr Bomb #diwalihunk (best dressed male), Super Lit Diwali #litdiwali (best Diwali decoration), Jashn-e-Diwali (best Diwali celebration with family/friends) and Mitron ki Diwali (best Diwali video on the app). Content creators can participate in all the categories and create as many videos as they like. Six lucky winners will get to win some amazing prizes.

    Eros Now

    Eros Now, through its #UnlockDilwaliDiwali campaign, is encouraging users to celebrate the festivities with loved ones. While it is important to be mindful of the current circumstances which restrict certain activities, what matters in the end is quality content at affordable prices. Eros Now’s #UnlockDilwaliDiwali campaign is based on the simple premise that people can remain safe and have fun at the same time by spending this special occasion indoors together, binge watching their favourite movies with a helping of their favourite mithai on the side.

    9stacks 

    9stacks, the poker platform, has dealt out the Yeh Diwali Poker Wali campaign, wherein players can simply stay home and connect with their close ones over the voice enabled private table feature on the platform. Through the private table option, users can reserve tables to play with their friends and family anytime during this festive season.

    With the much-awaited festival of Diwali just around the corner, most families are looking forward to spending time with each other in-house as going out and celebrating would not be possible amidst the pandemic. Hence, in such a scenario, the concept of private tables will help users bond with their loved ones as well as break the monotony brought in by the lockdown over the last few months. 9stacks invites everyone to host Poker nights this festive time by gathering around with their loved ones and enjoying a riveting game that is sure to keep them hooked.

    Facebook 

    Facebook has shared a short film underscoring the power of connections, and its brand belief that people can do ‘More Together’ than alone.  

    The film's plot is centered around the spirit of resilience of 28-year-old Pooja and how she helps sustain as many households as possible through the hardships of the pandemic via her dairy venture. The decision to hire more personnel, even when business is slow, comes at a great personal cost. However, the way the plot unfolds showcases the limitless possibilities when people come together.

    Paytm 

    The online wallet brand has launched a film to celebrate the festive spirit. It showcases a strong emotional bond between the family members even if they are separated by distance. It is an extension of the company’s ongoing TV campaign highlighting the seamlessness of Instant Bank to Bank Transfers through the Paytm app.

  • Facebook’s heartfelt tribute to power of togetherness in adversity

    Facebook’s heartfelt tribute to power of togetherness in adversity

    NEW DELHI: Since the launch of its #MoreTogether campaign in India in March this year, Facebook has been serving beautiful and emotional brand films promoting the power of togetherness. Its latest Diwali campaign, a seven-minute-long film, is another spectacular addition to the series of great creative pieces. 

    Based on the premise of helping people who lost their jobs in the lockdown and tying it in with the goodwill of a young woman who hires them without taking into account her own problems, the film titled Pooja Didi showcases how coming together for a good cause can spread happiness this festive season. 

    Conceptualised by Taproot Dentsu, the film takes you to a small town — possibly set in Punjab as the language of the characters and the soulful background track suggests — and portrays the heartwarming tale of a young girl who hires several unemployed people in her milk dairy, despite the reluctance shown by her younger brother. She even sells her car to pay their salaries. Just when one of the employees understands her sacrifices they give her a beautiful gift using the power of Facebook and the connections it helps create. 

    The film has been directed by national award-winning filmmaker Amit Sharma and seamlessly merges the role of Facebook and looks like a fine piece of craft. The whole concept is illustrated by great cinematography, a beautiful background score, and apt casting. 

    Taproot Dentsu senior creative director Neeraj Kanitkar said in a press statement that the film, created in time for Diwali, captures the essence of coming together and selflessly going the extra mile to be there for others. “The film is both inspired by and is a tribute to all those who’ve harnessed the power of Facebook to amplify the good that’s within us all for the greater good. Affirming the Indian truism that prosperity too grows only when shared with others. We knew we had something potentially special when people were tearing up during the script narrations. Amit Sharma, of course, took the script to a whole new level. Over the four days of the shoot in Amritsar, he sprinkled his magic dust on all aspects of the story, adding delightful dimensions and textures to the story, the characters and the performances.”

    The social media giant had earlier posted several films to commemorate the IPL and festive season in the country. 

  • Facebook ad revenue up 22% in Q3

    Facebook ad revenue up 22% in Q3

    New Delhi: Facebook has announced its third quarter results. The ad revenue for the social media giant stood at $21.2 billion dollar up by 22 per cent for this quarter. The corresponding figures for the same time in 2019 stood at $17.3 billion.

    The total revenue for the quarter also stood at $21.5 billion up by 22 per cent. The corresponding revenue for the same duration in 2019 stood at $17.6 billion.

    The net income for the quarter stood at $7.8 billion up by 29 per cent. The corresponding net income for the same duration in 2019 stood at $6.09 billion.

    The earnings per share is $2.71 up by 28 per cent. The corresponding earnings in 2019 was $2.12.

    Facebook founder & CEO Mark Zuckerberg said, "We had a strong quarter as people and businesses continue to rely on our services to stay connected and create economic opportunity during these tough times. We continue to make significant investments in our products and hiring in order to deliver new and meaningful experiences for our community around the world."

    The daily active users for FB stood at 1.82 billion on average for September 2020, an increase of 12 per cent year-over-year. The monthly active users were at 2.74 billion as of 30 September 2020, showing an increase of 12 per cent year-over-year. Family daily active people were at 2.54 billion on average for the quarter showing an increase of 15 per cent year-over-year. Family monthly active people (MAP) were at 3.21 billion for the same time showing an increase of 14 per cent year-over-year. Capex including principal payments on finance leases were $3.88 billion for the third quarter of 2020. Cash and cash equivalents and marketable securities were $55.62 billion as of 30 September 2020. Headcount was at 56,653 as of 30 September 2020 witnessing an increase of 32 per cent year-over-year.

    The company further stated that it continues to face a significant amount of uncertainty in 2021. Facebook believes that the pandemic has contributed to acceleration in the shift of commerce from offline to online, and the company has experienced increasing demand for advertising as a result of this acceleration. Considering that online commerce is the company’s largest ad vertical, a change in this trend could serve as a headwind to our 2021 ad revenue growth.

    Facebook further expects more significant targeting and measurement headwinds in 2021. This includes headwinds from platform changes, notably on Apple iOS 14, as well as those from the evolving regulatory landscape.

    There is also continuing uncertainty around the viability of transatlantic data transfers in light of recent European regulatory developments. The social media company is closely monitoring the potential impact on its European operations as these developments progress.

    It expects the fourth quarter 2020 year-over-year ad revenue growth rate to be higher than the reported third quarter 2020 rate, driven by continued strong advertiser demand during the holiday season.

  • Home Credit India launches Diwali campaign

    Home Credit India launches Diwali campaign

    New Delhi: Home Credit India, a local arm of the international consumer finance provider with operations spanning over Europe and Asia and committed to driving financial inclusion in India, today launched its Diwali campaign #ApneStyleKaTyohaar to celebrate this year’s festivities in one’s own style. As a part of the campaign and to support consumers in various ways, Home Credit India has partnered with Reliance Digital and My Jio Store, Samsung, LG, OPPO and Vivo to roll-out special festive offers and customer-friendly finance schemes on smartphones and home appliances. 

    Consumers can celebrate the festivities of Diwali in their own style with Home Credit as the company is ready with offers across industry’s favourite brands. Consumers can now purchase a Vivo, OPPO, LG and Samsung smartphone/home appliance with Home Credit at easy and affordable EMIs.

    Home Credit India chief marketing & customer experience officer Marko Carevic said, “Customers can now celebrate the festivities in their style, with us. With #ApneStyleKaTyohaar campaign, customers will be facilitated with our latest offerings and partnerships this festive season. They can choose the product of their choice from their favourite brands and can easily purchase with Home Credit’s easy finance options. Through this campaign, we hope to share the warmth of this Diwali season with everyone as we prepare to celebrate India’s biggest festival.”

    The campaign #ApneStyleKaTyohaar will be aired on Home Credit’s social media channels including Facebook, Twitter, Youtube and OTT platform like Hotstar, highlighting the company’s customer-centricity to enable consumers during these challenging times and inspire them to spread joy and rekindle hope & optimism for life.

    Home Credit serves 11.3 million customers with a plethora of hassle-free financing options which can be availed from a strong network of around 31,500 points-of-sale (PoS) presents across 350 cities. The company is committed to drive credit penetration and broaden financial inclusion through responsible lending in the country.

  • Parliament panel issues summons to Google, Paytm on data privacy

    Parliament panel issues summons to Google, Paytm on data privacy

    MUMBAI: Google and Paytm have been directed to appear before a joint parliamentary committee on 29 October on the issue of data protection and privacy. Social media platforms Facebook and Twitter have also been called in to provide oral evidence. Meanwhile, e-commerce giant Amazon has refused to appear in front of the panel.

    BJP MP Meenakshi Lekhi, who heads the committee, stated, “Amazon has refused to appear before the joint committee of Parliament on the Data Protection Bill on 28 October and this amounts to breach of privilege."

    The panel has decided to send a privilege notice if representatives of Amazon do not turn up. “Coercive action can be suggested to the government against the e-commerce company,” she added.

    The summons to Facebook and Twitter is strictly pertaining to the issue of citizen’s personal data protection. The notice to Twitter assumes significance as these come close on the Centre’s letter to the microblogging site’s chief Jack Dorsey.

    Taking strong exception to the misrepresentation of India’s map, the government wrote a stern letter to the Twitter CEO, saying that any attempt by the platform to disrespect the sovereignty and integrity of India, which is also reflected by the maps, was totally unacceptable.

    On the other hand, social media giant Facebook has been interrogated by the parliament panel about the quantum of their revenue, profit and tax payouts in India and asked what portion of their earnings were being used for data security in the country.

    Commenting on the questions raised by the panel, Facebook spokesperson said, “We deeply appreciate the opportunity to discuss data regulation issues with the hon’ble members of Joint Committee on the Personal Data Protection Bill. We believe that India’s data protection law has the potential to propel the country’s digital economy and global digital trade, and we wholeheartedly support this effort.”

    Facebook India’s policy head Ankhi Das was examined for two hours by the panel members of the joint committee and has been asked tough and searching questions from across the political spectrum.

    During the meeting, a member suggested that the social media platform should not draw inferences from the data of its users for commercial benefits of its advertisers or for electoral purposes.

    Last month, amid severe criticism over the alleged collusion of Facebook India executive Ankhi Das and the BJP, minister of Information Technology Ravi Shankar Prasad wrote a hard-hitting letter to Facebook CEO Mark Zuckerberg, blaming the social media network’s India management of alleged bias against people supporting the right-of-center ideology.

    The Personal Data Protection Bill proposes to put restriction on use of personal data without explicit consent of citizens. The draft bill, approved by Cabinet in December 2019, proposes a penalty of up to Rs 15 crore and up to three-years in jail for company executives for violating privacy norms.

    The bill was introduced in the Lok Sabha in February and has been referred to a joint parliamentary committee for examination and report.

  • Love Runs Deep: Instagram’s new campaign aimed at marketers

    Love Runs Deep: Instagram’s new campaign aimed at marketers

    KOLKATA: Instagram on Thursday launched a new campaign called Love Runs Deep which will provide a unique marketing platform to businesses, with a little help from its throng of influencers.

    The Facebook-owned platform has been at the core of influencer marketing as new age creators have found a home for their creativity on the platform. Jumping on the bandwagon, brands are also heavily investing in influencers to boost their digital reach. Love Runs Deep seeks to redefine the way brands can authentically tell their stories while engaging with influencers.

    A diverse set of creators and influencers – Masaba and Neena Gupta, chef Ranveer Brar, vlogger Kusha Kapila, cricketer Harmanpreet Kaur, Savi and Vid from Bruised Passports and Sakshi Sindwani from @stylemeupwithsakshi are involved in this project. 

    In a statement, Instagram said this is the social media platform’s first campaign in India which is aimed solely at marketers and advertisers.

    As part of the campaign, brands are invited to submit their briefs in the ‘Love Runs Deep challenge’, and five of them will be chosen to have exclusive access to 25 creators to work with them free of cost. In addition, they will be eligible for $25,000 worth of ad credits to run their campaigns. The brands can be from all over India and can be big or small businesses.

    The campaign began on 8 November and entries close on 13 November. Brands can submit their briefs on the campaign website. The campaign will continue for a duration of four months and will be promoted through print and digital media, as well as on the Facebook family of apps. The jury making the selection will include experts not only from Facebook but from big brands and top agencies.  

    Facebook India global marketing solutions director and head Sandeep Bhushan, said that through Instagram, they want to spur the interaction between creators and brands in a way that redefines the ecosystem, and allows stories to be told with greater business impact.

    Speaking about Love Runs Deep, fashion designer Masaba Gupta said Instagram allowed her to build a community and she now considered it her second home. “I am because they are. And so I’ve partnered with Instagram to show that love really does run deep, far and wide.”

    The campaign is set against the backdrop of the BCG-Facebook Turn The Tide report, which stated that digital influence has increased significantly in urban consumers: up to 70 per cent for mobiles, 55-60 per cent for apparel, and up to 20-25 per cent for the non-food CPG categories.

    As the economy unlocks and brands look to capitalize on the resurgence in consumer demand, the timing of the campaign was opportune, said GroupM South Asia CEO Prasanth Kumar, who is also a member of the selection jury. “We believe that influencer marketing will play a vital role in telling brand stories in an effective way, something we need more of this year. Together with Instagram, we want to create effective methods for Indian brands to reach various audiences,” he added.

  • Alex Schultz named new Facebook CMO

    Alex Schultz named new Facebook CMO

    NEW DELHI: Facebook has named its former VP – product, growth, and analytics Alex Schultz as its new CMO. The news comes after former CMO Antonio Lucio moved on from the global social media giant last month to dedicate his time to “diversity, inclusion and equity.”

    The announcement was made by Schultz in a Facebook post, in which he wrote, “I am super proud to be Facebook’s next CMO. Antonio Lucio has left huge shoes and a great team behind and I’m really excited to get stuck in with them. I hope to build on this and bring my experience in segmentation, targeting, and measurement to bear as we work to reach people more meaningfully through our product.”

    Read more news on Facebook

    Schultz has been associated with Facebook since 2007, working across roles, starting off as an analyst. Prior to that, he was associated with eBay as marketing manager and also ran a  few websites of his own. 

  • Facebook & GroupM launch Media Playbook to help brands reimagine media strategies & unlock growth

    Facebook & GroupM launch Media Playbook to help brands reimagine media strategies & unlock growth

    Mumbai: GroupM and Facebook have come together to launch an industry-first media playbook for advertisers and marketers to adapt to the dramatic change in consumer behaviour as a result of COVID-19. The ‘Turn The Tide’ Media Playbook offers a perspective on the evolving consumer and media landscape, and recommends media strategies that businesses can deploy to drive efficient outcomes. 

    A recent consumer behaviour study by Facebook and Boston Consulting Group (BCG) identified three key consumer shifts since the pandemic began; Reversal of past trends such as bringing outside experiences in-home through digital as well as the increasing value-consciousness amongst people; Acceleration of ongoing trends such as the significantly increased mobile and digital influence in every aspect of life; And lastly, formation of new habits such as do-it-yourself (DIY) as well as greater focus on health and hygiene. Of these, the acceleration in digital adoption will be the most structural and long-lasting. 

    Read more news on GroupM

    The Media Playbook is built to cater to these key consumer behaviour shifts, and calls out four pillars for businesses to deliver efficient business outcomes in the new normal:

    1) Embracing the full spectrum of consumer segmentation that is pivoted to business outcomes such as hyperlocal strategies.

    2) Mastering the full funnel of performance marketing especially with the increasing direct-to-consumer penetration. 

    3) Integrating innovations with business outcomes and building virtual experiences to simulate product touch-and-feel, for instance through Augmented Reality (AR) and interactive ads.

    4) Delivering on the right media mix by realigning media mix models based on the current reality of digital acceleration.

    Read more news on Facebook

    GroupM south Asia president growth and transformation Tushar Vyas said, “Over the years while working with the Facebook team we have realised the need to constantly help and educate brands and marketers on how to navigate various tricky situations when advertising. We are very proud to have partnered with Facebook and to introduce a robust playbook that will help brands and businesses rethink efficient ways to connect and strengthen the relationship with customers in the new normal. The pandemic has seen consumers switch their actions right from the way they shop, socialize and work, causing brands and businesses to repurpose their strategies. In such times, brands need to cautiously redesign their business models and with the new playbook we wish to help them take advantage of performance marketing and focus on hyper-localization to drive sales.”

    Facebook India director and head global markeitng solutions Sandeep Bhushan said, “With the drastic alteration in media consumption, businesses need to understand truly incremental outcomes by platform as well as cross-platform efficiency. Irrespective of whether they operate online or offline, businesses need to bring alive digital experiences to connect with customers in their context. A significant digital acceleration has happened on the back of social media, and with 400M+ Indians connected on the Facebook family of apps in India, we play a consequential role in the consumer journey. Continuing our commitment to enabling growth for businesses both large and small, the Media Playbook outlines the opportunities that businesses need to embrace in order to deliver efficient outcomes in the new normal.” 

    Key media strategies to help businesses deliver efficient outcomes based on the four pillars:   

    Embracing the full spectrum of consumer segmentation: The changing consumer landscape has shown that hyperlocal strategies for targeting and communication have become critical. With the evolution of smart shoppers and a value-conscious mindset, robust consumer segmentation has become crucial for business impact. There is a need for brands to identify audience segments relevant to their business. Facebook helps businesses connect with consumers where they are, and build an advanced hyperlocal journey resulting in more effective campaigns.

    Mastering the full funnel of performance marketing: Businesses are increasingly moving from offline to online. According to the Facebook-BCG study, e-commerce adoption has accelerated by 2-3 years and there is an urgent need to embrace performance marketing strategies to make the online adoption efficient and effective. In times of physical distancing, it’s essential to stay in touch with the customer and continuously eliminate friction in the path-to-purchase. Consequently, conversational marketing digital solutions driven by WhatsApp, Facebook Messenger, and digital CRM tools can prove to be very effective to engage the consumer with a value-driven outreach.

    Integrating innovations with business outcomes: As consumer experiences shift from offline to online, businesses need to also build engaging virtual experiences that are interactive, immersive, and involving, and simulate the product touch-and-feel elements. Interactive ad formats such as Playable Ads and augmented reality (AR) ads can increase favorability and conversion rates. Influencers can also play a key role in these times because of the constraints of physical, in-person, content creation. They also lend an authentic voice to the brand. With Branded content ads on Facebook and Instagram, businesses have the ability to promote creators' organic branded content posts as feed and stories ads, thereby reaching new audiences and leading to measurable impact. 

    Realigning media mix models: The Facebook-BCG report also revealed that digital influence in urban consumers has risen significantly, up to ~70% for some categories. Irrespective of whether consumers are making the final purchase offline or online, they are now engaging with brands on their smartphones. This makes it imperative for businesses to relook at media mix models to drive growth. It underlines the immediate need for industry-leading digital measurement standards such as custom mix modelling (CMM) developed by Nielsen, as well as other cross media and brand lift studies. 
    The GroupM-Facebook partnership will also include webinars to help scale media practitioners, enabling them to build for the new normal and turn the tide.

  • Facebook launches another phase of More Together campaign

    Facebook launches another phase of More Together campaign

    NEW DELHI: Facebook has launched the next phase of its ‘More Together’ campaign in India ahead of the much-awaited cricket and festive season. The campaign underlines the brand belief that people can do more together than alone.

    Facebook unveiled its first ‘More Together’ campaign in India earlier this year with an objective to showcase how people across the country can do more together by harnessing the power of their connections on the platform. The underlying theme of the campaign was further amplified by real stories about how people came together on Facebook during the lockdown to help and support one another which was reflected in the second phase of the campaign. As we move closer to the widely celebrated cricket and festive season in the country, the latest phase showcases the power of connections and people coming together to help, support and celebrate with each other. 

    Read more news on Facebook

    Speaking about the campaign, Facebook India director-marketing Avinash Pant  said, "Over the last few months we have witnessed really powerful stories of how people came together through our platforms to face and conquer challenges during these unprecedented times. Our last two phases of the More Together campaign were a testament to this collective power. As we head into the festive season that's set to be unique this year, we wanted to highlight how our collective actions can create beautiful outcomes. We hope people are inspired by these stories, and see a world made better when they come together".

    The campaign will have four 30 second films over the course of the tournament and will be available in 6 languages. The first film showcases a girl making a post on Facebook expressing her desire to bring the cheerful atmosphere of a live cricket match into her house. This gets all her friends enthused and the excitement spreads.  And just like that, we see a jersey manufacturer getting a big order. 

    The core campaign has been conceptualized and executed by Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network (DAN) India. 

    Talking about the inspiration behind the campaign Taproot Dentsu  senior creative director  Neeraj Kanitkar explains, “Our previous campaign told stories of people using Facebook to really look after each other. The upcoming cricket season presented us an opportunity to tell new stories- of the profound power of small but collective actions on Facebook which could lead to a deep and meaningful change in the lives of so many. We will keep rolling out such stories through the duration of the tournament, serving as an inspiration to people to keep sharing their ideas on the platform. And hopefully set in motion the wonderful consequences of people coming together.”

  • Ola’s Arun Srinivas joins Facebook India

    Ola’s Arun Srinivas joins Facebook India

    NEW DELHI: Facebook has appointed Arun Srinivas as the director of global business group to lead the strategy and delivery of the India Marketing Solutions charter that is focused on large advertisers and agencies. Srinivas’ appointment comes after a series of senior and leadership recruitments in recent months across marketing, partnerships, communications, and other keys verticals demonstrating the company’s expanding charter and commitment to India.

    As a part of his role, Srinivas will spearhead the company’s strategic relationship with the country’s leading brands, agencies, and partners to drive Facebook’s revenue growth in key channels in India, and partner the media and creative ecosystems for accelerating the adoption of digital tools by businesses. He will have the company’s key business vertical teams, agency teams, and business solutions teams reporting to him. 

    Srinivas comes with 24 years of experience in senior sales and marketing roles at companies such as OLA, Unilever, and Reebok. He also did a stint at an investment firm WestBridge Capital Partners where he led the consumer vertical. His last assignment was with OLA, where he was the Chief Operating Officer (COO), and Global Chief Marketing Officer (CMO) at OLA Mobility. Srinivas started his career with Reebok and then moved to Unilever where he spent more than 15 years across food, beverages, skin-care, and personal care categories. He is an alumnus of the Indian Institute of Management, Kolkata.

    Read our coverage on Ola's

    Facebook has taken several steps in recent months, especially since the pandemic began, to enable the economic recovery of the country by supporting and working closely with businesses, both large and small. In the last one-year Facebook has made minority investments in Meesho, Unacademy, and most recently into Jio Platforms to enable meaningful opportunities for small businesses in India while fueling the acceleration of digital adoption in the country. Recently the company also announced that Instagram had launched its own short video feature called Reels in India that lets users create videos on the app, add creative filters and music, and share it beyond their regular followers. Facebook is also working with the government, not-for-profit, and other industry partners to help people and businesses navigate the current health and economic crisis.

    Facebook India director and head of global marketing solutions Sandeep Bhushan said, “Facebook is committed to enabling economic opportunities for businesses, and this charter is more important than ever before as we navigate COVID-19 and the economic crisis. Large businesses and agencies play a crucial role in the country’s digital economy and are critical to driving ecosystem standards for media. I am thrilled to welcome Arun as he joins our team as Director GBG, and leads the mandate to shape the role the Facebook family apps can play in enabling businesses, supporting India’s economic recovery, and building the digital advertising ecosystem of the country.”