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  • Tata Motors, WATConsult unveil ‘Apni Hatchback’

    Tata Motors, WATConsult unveil ‘Apni Hatchback’

    MUMBAI: Tata Motors, a global automobile manufacturer, unveiled a new music video titled ‘Apni Hatchback’ for the brand's bestselling hatchback- the Tiago. This is in collaboration with WATConsult, a digital and social media agency from Dentsu Aegis Network’s bouquet.

    Released across Tata Motors’ digital platforms, the music video leverages the growing acceptance and popularity of the rap music culture in the country and is an ode to the Tata Tiago community. Looking at the pace at which ‘Indie Hip Hop’ is cutting through the clutter of Bollywood among the audience, ‘Apni Hatchback’ is a testament to Tata Motors’ ability and efforts in catching the pulse of the audience. The music video is conceptualised and executed by WATConsult, the digital media partner for Tata Motors’ passenger vehicle business.

    Speaking on the same Tata Motors, head – marketing, passenger vehicle business unit Vivek Srivatsa said, “Raising a toast to all our Tiago customers, we are elated to launch this music video – ‘Apni Hatchback’. The video has been made keeping in mind our consumers, who are young, cool and fun loving. The Tiago has been one of our best-selling brands and we plan to continue leveraging newer trends and keep engaging with our audience in innovative ways. We are confident that our customers will shower as much love upon this video as they have on our product.”

    WATConsult founder and CEO Rajiv Dingra said, “Tata Motors in the last few years has been consistently innovating, not only in terms of bringing world-class vehicles on the road but also banking on the power of digital to deliver dynamic and unique communication through regular interventions. This music video is yet another shining example of how the brand has leveraged popular culture to create distinctive digital content.”

    The video that embraces the rap culture talks about the safety and the love customers have for the car, was released two days before Valentine’s Day and leveraged all social media platforms like Facebook, Twitter, Instagram, and YouTube. 

  • Ola collaborates with the makers of Gully Boy

    Ola collaborates with the makers of Gully Boy

    MUMBAI: Ola, a ride sharing platforms has collaborated with Excel Entertainment and Tiger Baby – the makers of upcoming film Gully Boy. Conceptualised with the intent of encouraging the people from all walks of life to showcase their talent, the participants are required to record a rap song while sitting in an Ola, using the Gully Beat app.

    Speaking on the activity, Ola senior director – marketing communications Anand Subramanian said, “At Ola, we are thrilled to bring unique experiences to our customers that go beyond their mobility needs. Every corner of this country is filled with youthful energy and gifted artists, and through this activity, aspiring rappers get a platform to showcase their talent. We are happy that we found a like-minded partner in Excel Entertainment and we hope to discover some great talent together.”

    Under the partnership, Ola, Excel Entertainment and Tiger Baby are offering a unique platform to the country’s aspiring rappers, wherein they are invited to share their songs and win a chance to showcase their talent to the entire country!

    Commenting on this initiative, Excel Entertainment head of marketing Vishal Ramchandani said “Ola as a new age brand has collaborated with ‘Gully Boy’ to inspire a generation of entrepreneurs to defy the status quo and make a career for themselves. We are proud to partner with Ola to encourage music enthusiasts to come forward and provide them with a platform to showcase their talent.”

    Videos can be submitted on Ola’s Facebook, Twitter, or Instagram; using #GullyGullyOla before 13 February 2019.

  • Zeotap adds Purchase Intent Data to data offering

    Zeotap adds Purchase Intent Data to data offering

    MUMBAI: Zeotap, a global mobile data company announced the expansion of its data offering in India with the addition of ‘Purchase Intent Data’ on 12 February 2019. It aggregates purchase intent data from high-quality sources like telecom operators and other enterprises such as insurance aggregators and classified sites.

    ‘Purchase Intent Data’ gives brands a precise view of the real purchase intent of a potential customer. It helps drive performance-focused campaigns at the end of the marketing funnel, and target consumers at the right purchase decision-making time. Clients can now choose from a larger data offering according to their needs, and Zeotap customises every single segment as per client campaign briefs and requirements. Brands can now also utilize zeotap for their social media campaigns on Facebook and Instagram.

    Zeotap co-founder and CPO Projjol Banerjea said, “Advertisers can now mix Zeotap’s high-quality raw app usage and purchase intent-based segments to granularly target customers. Our high-quality intent data will help clients address the right audiences and complement their current first-party party data insights. We’ve already seen a great response from the Indian market in utilizing our better-performing segments for Facebook and Instagram campaigns”.

    Recently, Zeotap launched ‘Connect’, a deterministic and patented telecom-based identity matching solution integrated across different DSP and DMP channels. Zeotap’s Connect is the first global mobile-first solution to offer deterministic matches between offline first-party CRM data and online identifiers.

  • With a focus on empowering women, Facebook launches digital skilling and mentorship initiative

    With a focus on empowering women, Facebook launches digital skilling and mentorship initiative

    MUMBAI: In a bid to empower more women with digital know how and new age skill sets, Facebook today announced GOAL- Going Online As Leaders, a program aimed at inspiring, guiding and encouraging tribal girls from across India to become village-level digital young leaders for their communities. Spanning across West Bengal, Maharashtra, Jharkhand, Odisha, Madhya Pradesh, the initiative seeks to nurture and train young girls from India's tribal heartland across three core areas – digital literacy, life skills, leadership and entrepreneurship. 

    The program will see 25 eminent people from diverse backgrounds like business, education and health to politics, arts and entrepreneurship volunteering and personally mentoring 4 girls each from tribal communities across the above priority states. Spanning over six months, the program will see on-ground trainers impart digital literacy to the identified girls through a dedicated digital skilling curriculum while the 25 women leaders mentor them via Facebook or WhatsApp on a fortnightly basis. The digital training of the selected girls will be supported by Digital Empowerment Foundation led by Osama Manzar through pre-established community digital infrastructure hubs in tribal areas of the country. 

    Ankhi Das, Public Policy Director, Facebook -India, South & Central Asia said, “The internet, especially social media over the past few years has emerged as one of the most powerful tools for empowering women from across India's diverse social economic backgrounds and varied cultural roots. With GOAL, we seek to make the digital medium more accessible and usable for young girls from our resource rich but economically weak tribal communities in the country. We are confident that this network of learners will employ these skills as a means of social and economic elevation for themselves and drive change making in their communities.”

    In order to be a part of GOAL, the applicants will be required to be over 18 years of age and of tribal origin. The programme will specifically focus on girls who've dropped out of school due to financial constraints, reside near the skilling center to ensure regular participation.

    GOAL will provide functional digital marketing and safety skills; equip the participants with basic digital tools; and nurture this network of young girls to instill life skills, leadership qualities and entrepreneurial attitude- readying them to shape the future of their respective communities. By the end of this year-long project, 25 women leaders would have inspired, guided and encouraged 100 girls from tribal communities to imbibe digital skills and life skills to become village-level Young Agents of Change.

  • Facebook fuelling growth story via ‘Stories’

    Facebook fuelling growth story via ‘Stories’

    MUMBAI: Facebook CEO Mark Zuckerberg's vision of Stories as the future of the social media giant is gradually becoming a reality. While investors kept an eye on the advertising revenue coming from Stories, the company definitely did not disappoint. More importantly, Stories is growing quickly not only on Instagram which just passed 500 million daily active users on stories but also on the Facebook blue app.

    The media tech company claimed in an earnings call after posting Q4 results that 2 million advertisers are using Stories to reach customers across all its apps. As more users are also starting to use Stories, this is emerging as a promising area of opportunity for marketers. According to Facebook, it is trying to make it easier for advertisers to adopt its campaigns for Stories. It even launched ads in Messenger Stories in the last quarter but feels it is too early to talk about monetisation.

    Mumbai-based Digital marketing agency DigiChefs co-founder Deep Mehta also thinks Stories will gain more popularity as the language of communication moves to more instantaneous and visual ones. According to him, users today have a tendency to first see what's happening 'right now' as soon as they open their favourite social media app via the Stories and then move to the newsfeed.

    Mehta said that from the advertising point of view as well it's no secret that brands running ads in Stories usually end up seeing a better Click Through Rate. He added that if someone has not exploited the power of Story ads yet, it's time to jump in.

    “Though for now, there's quite some time for advertisers to have their campaigns circled only around Stories and the feed ads are pretty much indispensable, it will be interesting to see how advertisers use the AR enabled stories and features like Instagram carousel ads to their advantage. As a performance agency, I would definitely insist my clients to bet their monies on Story ads in the long run with a creative strategy suited to showcase their propositions visually without being to pushy,” he added.

    However, compared to Facebook, there has been a faster adoption of the feature on Instagram. Despite the decrease in the average price per ad, the number of ad impressions across Facebook apps increased by 34 per cent. According to Facebook, the impression growth was primarily driven by ads on Instagram, including both feed and Stories.

    “While we have opportunities to grow impressions on Facebook and Instagram, that's less so in feed, where we already have healthy ad loads in – on both surfaces and more in Stories where we have lower CPMs. So – whereas in 2018, we benefited from strong impressions growth on Instagram in both feed and Stories. We'll be more reliant on Stories impression growth in 2019,” Facebook CFO David Wehner commented.

    Facebook rolled out ephemeral stories in its mobile apps back in 2017 resembling Snapchat, which invented the Stories format way earlier in 2013. While the success of the feature was uncertain, Facebook first spoke about its growth in 2018. After acquiring a 150 million daily active user count for its Snapchat Stories clone, the social media network went down the path of advertising.

    It is now gearing up to put more efforts into popularising it on Facebook too. As the platform is eying more advertisers for Stories, Facebook will bring more ad formats for the product also. Facebook COO Sheryl Sandberg said it is focusing on making the format of Stories easier for marketers to help them to get the best ROI. According to Sandberg, both large advertisers and small advertisers are adopting the format.

    “Now right now, one of the interesting things about Stories is there's a benefit to being an early adopter. So the pricing is really attractive. And so we think the mix shift to Stories is a big opportunity for us and it's going to take time to continue to get advertisers in, but we're very happy with demand to date,” Sandberg added.

    "From a pricing perspective, we've got to improve our ability to grow the number of advertisers using Stories and improve price there, but it's going to be more reliant on that in terms of revenue growth,” Wehner added. However, he also added there’s a scope to improve pricing as well as number of advertisers using Stories.

    Facebook's CEO also spoke on a highly optimistic note about the potential of Stories. Zuckerberg has put his faith on Stories too along with core News Feed work for growth of the business over the next year. But he admitted that they have to work a lot to monetise Stories at the same level of News Feed.

    “Stories on Facebook is growing quickly. I think we're going to get to where we need to get to there. We started a little bit later, and some of the early execution, I think, wasn't as good as it needed to be. But I think we're doing good work there now and it's growing quite quickly. So I'm confident about where we're going to be there,” Zuckerberg added.

    Though the feature is being adopted first on WhatsApp also, Facebook does not have a plan to launch ads there in near term given the consumer experience-centric focus on the messaging app.

  • Zuckerberg says Whatsapp, Messenger, Instagram to integrate by 2020

    Zuckerberg says Whatsapp, Messenger, Instagram to integrate by 2020

    MUMBAI: While there is an ongoing global outrage against the plans of Facebook to integrate WhatsApp, Messenger, and Instagram, the company’s founder and CEO Mark Zuckerberg is confident that the move will be in the best interest of the users. However, it is going to be a long-term project that might extend to 2020 or beyond.

    Speaking during an earning’s call announcing Facebook's fourth quarter results, Zuckerberg stated, “I can talk about messaging and the integration that we're thinking about, but first, we're really early in thinking through this. So there's a lot more that we need to figure out before we finalise the plans. And then, of course, this is going to be a long-term project that I think will probably be to whatever extent we end up doing it in – a 2020 thing or beyond.”

    He also added, “There are a few big reasons why I'm excited about this and think it'll be good for the user experience, which is the reason that we're doing it. I mean, part of the question was about a commercial benefit, but that really isn't the big focus here. The first reason that I'm excited about this is moving more to end-to-end encryption by default in more of our products.”

    Mark noted that people ‘really like’ the encryption function in WhatsApp and he thinks that to have encryption work in a consistent way across will prove beneficiary. “There are also a number of cases that we see where people tell us that they want to be able to message across the different services,” he said.

    The Facebook CEO emphasised on this matter by citing the example of its popular marketplace feature. He said, “A lot of people are using Marketplace on Facebook now. And a lot of people are using that in countries where WhatsApp is the primary messaging app that they use. So we have these experiences today where we're building Marketplace and you go to message someone to buy something. And the link to basically do the messaging is over Messenger, but in that country, where people really want to be using it, is WhatsApp and we need to make it so that people can communicate across the different networks and graphs that they have or be able to do that integration better in order to facilitate more transactions and connections there.”

  • FB Q4 2018 earnings saw mobile contribute 93% to ad rev

    FB Q4 2018 earnings saw mobile contribute 93% to ad rev

    MUMBAI: Last year saw Mark Zuckerberg-led social media giant Facebook entangled in a number of controversies, especially its privacy policies with the biggest being the Cambridge Analytica scandal. Despite all the negative press throughout the year, the FAANG company has reported strong financial gain in Q4 beating revenue and earnings per share estimations. Daily active users on the social media platform reached 1.52 billion led by growth in India, Indonesia and the Philippines.

    Facebook reported 16.91 billion revenue against the estimate of 16.39 billion and $2.38 EPS against $2.18 consensus estimate. The key contributor to revenue definitely remains advertising with $16.64 billion. As the company reported, the year-on-year growth for total revenue as well as ad revenue was 30 per cent. North America, the domestic market of the platform alone brought in $8.25 billion. Notably, the ad revenue growth was strongest at 34 per cent in Asia-Pacific region.

    The number of active users was also slightly higher than the expectations. Facebook reported 2.32 billion monthly active users and 1.52 billion daily active users with a 9 per cent year-on-year growth. Mobile advertising revenue represented approximately 93 per cent of advertising revenue for the fourth quarter of 2018, up from approximately 89 per cent of advertising revenue in the fourth quarter of 2017. The platform now has over 7 million active users across all its services.

    “In Q4, the average price per ad decreased 2 per cent and the number of ad impressions served on our services increased 34 per cent. Impression growth was primarily driven by ads on Instagram – including both feed & stories – as well as Facebook mobile news feed. The year-over-year decline in average price per ad reflects an ongoing mix shift towards product surfaces and geographies that monetise at lower rates,” Facebook CFO David Wehner said in a statement.

    Recently, Facebook has started focusing highly on stories across all its properties. Facebook COO Sheryl Sandberg said that 2 million advertisers are using stories to reach customers across their family of apps. In the last quarter, the company launched ads in messenger stories too.

    As per the company presentation, daily active user grew in every region including in Europe. While monthly active users stayed flat in North America, it grew in every other region especially in Asia Pacific. The presentation says average revenue per user (ARPU) also grew to $7.37 billion from $6.09 billion in the third quarter.

    The numbers clearly that indicate advertisers have not lost interest in the social media engine despite all the data privacy scandals. Even backlash from governments across the world didn't affect its value much for advertisers.

    "Our community and business continue to grow," Facebook founder and CEO Mark Zuckerberg said. "We've fundamentally changed how we run our company to focus on the biggest social issues, and we're investing more to build new and inspiring ways for people to connect."

    With an attempt to focus more on videos, Facebook Watch entered global markets. Zuckerberg expects 2019 to be the year where Watch becomes more mainstream. “There are now 400 million people who use it every month, and people spend on average over 20 minutes on Watch daily. This means we're finding ways for video to grow outside of news feed so it doesn't displace the social interactions that people primarily come to our services for,” he added.

  • La Liga aims to be India’s second favourite tournament: Jose Cachaza

    La Liga aims to be India’s second favourite tournament: Jose Cachaza

    MUMBAI: La Liga was the most talked topic in football after FIFA World Cup in 2018 because of its first-of-its-kind deal with Facebook for three years for the Indian subcontinent. In the past couple of years, La Liga’s main focus has been to promote Spanish football beyond its borders, with the aim to create a community of fans around the world.  

    With this aim La Liga now has nine international offices: two in China (Shanghai and Beijing), one in South Africa (Johannesburg), Nigeria (Lagos), the United States (New York), the United Arab Emirates (Dubai), India (New Delhi), Mexico (Mexico City) and Singapore.

    Talking about the deal with Facebook, La Liga India MD Jose Cachaza said, “We are doing what’s never done before. Both La Liga and Facebook are very happy looking at how the project is evolving and we hope that our relationship with Facebook will be a long and fruitful one. The figures are really positive till now. We are changing the way Indian fans watch football.”

    While the 380 matches were to be available for free to people on Facebook in eight countries: Afghanistan, Bangladesh, Bhutan, India, Nepal, Maldives, Sri Lanka and Pakistan, Facebook and SPN reached an agreement wherein the broadcaster earned the right to air over 100 games via its sports cluster.

    La Liga delegate India Gary Udhwani said, “Our mission is to increase the brand value and brand image not only of La Liga but also of all the clubs. In India, we have many objectives which include increasing revenues and being closer to our fans but our main aim is to contribute to the local growth of football because if football grows here, La Liga will automatically grow. We like to be the second most popular league in any country after their local league.”

    The total revenue earned in the 2016/17 season by LaLiga amounted to €3,662.3 million, which represents an increase of €494.6 million (15.6 per cent) compared to the previous season.

    “India is the fastest growing economy in the world. We all know that cricket is the country’s favourite sport. While 80 per cent of the live sports audience comes from cricket, football is already the second most watched sport on Indian television,” Cachaza added.

    In the last four seasons, LaLiga has increased its international presence around the world. Institutional relations have been reinforced with federations, leagues and even governments, with whom MoUs have been signed.

    LaLiga has also invested a great deal of human and technical resources in the protection of its audiovisual rights. The sale of these rights accounts for a large part of the income received by football clubs and LaLiga has a duty to protect its value.

    La Liga’s enterprising foundation organises a multitude of Corporate Social Responsibility projects that aim to spread the values of CSR of professional football in society. In order to do this, LaLiga allocates €67 million per year to CSR work, thus becoming the highest contributor among the European leagues in social matters.

    The LaLiga Foundation is working on unique projects, in which football values take centre stage and are transferred to all corners of the world. These projects are being carried out on a budget of $4.9 million (4.25 million Euros) for the 2018-2019 season.

    Cachaza pointed out that the exit of Cristiano Ronaldo didn’t affect La Liga. But if we look at the numbers provided by BARC India, the movement of Ronaldo from Real Madrid to Juventus did indeed affect viewership. El Clasico’s impressions dropped down from 4 million to 2 million, but on the other hand, Serie A viewership doubled. The El Clasico's number do not include the impressions garnered on Facebook.

    Football associations are also fighting piracy. On 23 January, a joint statement from the Asian Football Confederation, Bundesliga, F.A. Premier League, FIFA, LaLiga and UEFA was issued against beoutQ, regarding illegally screening matches of AFC Asian Cup UAE 2019. The statement read, “Collectively we, as rights-holders in various football competitions, condemn the pirate entity beoutQ, which continues to abuse the operations of rights holders and legitimate broadcasters through its persistent and illegal screening of events for which it has made no effort to secure the rights; the latest example of which is the AFC Asian Cup UAE 2019.”

  • Girliyapa and Robin Hood Academy come together for #CreateTogether campaign by Facebook

    Girliyapa and Robin Hood Academy come together for #CreateTogether campaign by Facebook

    MUMBAI: Girliyapa, the women centric brand from The Viral Fever (TVF) umbrella is known for tackling social issues through their creative and innovative content. This Republic Day, the channel has collaborated with zero-fund organization Robin Hood Academy to release a special video ‘Little Voices’ that tackles the issue of education for the underprivileged, for the #CreateTogether Campaign by Facebook. Starring internet sensations like Srishti Srivastava, Ahsaas Channa, Khushbu Baid and Shreya Mehta, the video motivates people to take a step towards getting out of their comfort zone and volunteering to educate under privileged children across the country.

    #CreateTogether is a campaign by Facebook, to encourage creative collaborations around common ideas and causes. Robin Hood Academy, on the other hand, serves as a bridge between the street and schools, by giving children the tools and knowledge to embrace full-time education.

    Understanding consumer psyche that most people have a desire to help underprivileged children but for numerous reasons tend to hold back; this video attempts to shatter these myths by giving people an easy and interesting solution!

    Nidhi Bisht, Creative Head, Girliyapa, said, “It is our firm belief to highlight various social issues of our time, but with a creative outlook. Little Voices lays particular emphasis on the importance of education for under privileged kids and how we can come together for this change. We’re glad to partner with Robin Hood Academy. Happy Republic Day”

    Neel Ghose, Founder, Robin Hood Army, said “The Robin Hood Academy goal is simple – we aim to provide less fortunate children who live on the streets, the opportunity to learn and grow. #AcademyVoice is all about providing a platform for these kids to publicly voice their thoughts, dreams, and aspirations – they are the real future of our country. We are grateful to all our radio and media partners for giving our kids this once in a lifetime opportunity and are very excited to partner with the TVF team to take the kids voice to the masses.”

    Saket Jha Saurabh, the Head of Facebook Entertainment Partnerships India, said: “Content creators have strongly engaged communities on Facebook. When creators combine their creativity and talent to produce content, the outcome is not just more entertaining, but also brings more people together. We are excited about this #CreateTogether and this Republic Day special moment, is a compelling way to positively influence fans with a really relevant message.”

  • Facebook to bring stricter ad rules ahead of India’s general election

    Facebook to bring stricter ad rules ahead of India’s general election

    MUMBAI: Reuters has reported that Facebook Inc will be extending some of its political advertising rules and tools, for curbing election interference, to several countries including India ahead of the general elections. India will be electing the parliament this summer.

    Facebook director of product management Rob Leathern has revealed that the social media site will place electoral ads in a searchable online library starting from next month. The library will resemble archives brought to the United States, Brazil, and Britain last year.

    The Indian archive will contain contact information for some ad buyers or their official regulatory certificates. For individuals buying political ads, Facebook said it would ensure their listed name matches government-issued documents.

    As the largest social media service in nearly every big country, Facebook, since 2016, has become a means for politicians and their adversaries to distribute fake news and other propaganda. Buying Facebook ads can widen the audience for such material, but some of those influence efforts may violate election rules and the company’s policies. Under pressure from authorities around the world, Facebook last year introduced several initiatives to increase oversight of political ads.