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Tag: GroupM

  • IOAA, GroupM & JCDecaux to move the needle of sustainability in OOH

    IOAA, GroupM & JCDecaux to move the needle of sustainability in OOH

    MUMBAI: OOH is finally joining the sustainability bandwagon. GroupM, WPP’s media investment group, in collaboration with the Indian Outdoor Advertising Association (IOAA), has announced the formation of a dedicated task-force committee to advance sustainable practices within the out-of-home (OOH) advertising industry.

    The committee, comprising GroupM MD cinema, OOH and experiential marketing  Ajay Mehta, IOAA chairman Pawan Bansal and  JCDecaux Advertising India executive chairman Pramod Bhandula, is focused on guiding media owners in adopting sustainable practices. The committee’s ambitious target is to ensure that 50 per cent  of all advertising sites in India utilise recyclable materials by 2027.

    A three pronged thrust has been planned. First, in the area of digital OOH (DOOH) and power consumption, the second in the use use of fabric instead of flex materials and finally a recycling program for billboard waste. 

    To address the rise in power consumption from the transition to DOOH  advertising, the task force will prioritise the adoption of renewable energy, particularly solar power. The committee will develop a roadmap for transitioning OOH assets to renewable energy and enhancing cost efficiency through bulk procurement. 

    Additionally, the committee will explore alternative, sustainable materials such as fabric and polyethylene to replace traditional flex, aiming for options that are lightweight, weather-resistant, recyclable, and durable. Due diligence will be conducted to vet suppliers, and bulk deals will be negotiated to ensure a cost-neutral transition.

    A “Take Back Program” will also be introduced to recycle used billboard materials in partnership with non-profit organizations. This initiative aims to further minimize waste and encourage industry-wide accountability. The committee’s mission is to foster environmental responsibility among media owners and partners, ensuring the widespread adoption of sustainable practices. Insights from the World out of home organization (WOO) will also be leveraged to support global sustainability efforts within the OOH space.

    GroupM’s OOH Solutions team has already piloted sustainability initiatives with brands such as ICICI, Zepto, and Blinkit, using polyethylene fabric, showcasing actionable solutions that align with sustainable principles. 

    Mehta explained: “As leaders in the media industry, it is our responsibility to move the needle, inspire transformation, and ensure that sustainable practices become the norm rather than the exception. I truly believe that we should all do good while doing well, and this committee will strive to balance innovative advertising with environmental responsibility.”

    Bansal believes that “sustainability is the future of advertising and IOAA is committed to guiding media owners towards responsible, eco-friendly practices. This initiative will not only reshape the future of outdoor advertising but also set a benchmark for industries worldwide to follow in balancing growth with environmental stewardship.”

    According to  Bhandula, “sustainability is not just an option; it is a necessity for the future of our industry. At JCDecaux, we believe in driving positive change by embracing greener solutions that leave a lasting impact. This collaboration will propel the outdoor advertising sector towards a sustainable, innovative, and environmentally-conscious future.”

    (Picture courtesy: IOAA website)
     

  • Bingo! & AIPA partner to popularise pickleball in India

    Bingo! & AIPA partner to popularise pickleball in India

    Mumbai: Bingo!, a popular snacking brand from ITC Foods, has announced a five-year partnership with the All India Pickleball Association to promote pickleball in India. The partnership begins with the Bingo! World Pickleball Championship (WPC) aims to support the growth of pickleball, one of the fastest-growing sports globally.

    The championship was launched with ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand; All India Pickleball Association president Arvind Prabhoo; and celebrity guests Mandira Bedi and Nyra Banerjee.

    Pickleball, with over five million players in 84 countries and 40 per cent female participation, has grown 275 per cent in India over the past three years. The sport is expected to surpass one million active players by 2028. Bingo!’s sponsorship will help expand this growth by hosting college tournaments across 23 states, introducing the sport to students, and cultivating new players for national and international competitions.

    Bingo!, known for innovation in snacking, aligns with pickleball’s dynamic gameplay. As part of the collaboration, the classic ‘Love All’ start of pickleball matches will be rebranded as ‘Boing All,’ adding a fun twist to the game.

    ITC Foods VP, head of marketing snacks, noodles and pasta, Suresh Chand said, “At Bingo!, we’ve always believed that sports and innovation go hand in hand, making this partnership with the All India Pickleball Association a particularly prestigious moment for us, enabling us to support young athletes and sports enthusiasts across the country. We are dedicated to working closely with AIPA to build a strong foundation for pickleball and to support its growth through grassroots programs, college tournaments and nationwide promotions.”

    All India Pickleball Association president Arvind Prabhoo said, “We are thrilled to partner with Bingo! Snacks, a brand that resonates with millions of Indians, and believe this partnership will be instrumental in bringing pickleball to the forefront of Indian sports. Through this partnership, we envision a future where pickleball is accessible to everyone, from college students to aspiring professional athletes. With Bingo!’s extensive reach and vibrant brand presence, this partnership aspires to create a ripple effect, making pickleball a household name and positioning India as a leading force in the global pickleball arena.”

    GroupM, South Asia MD, content, entertainment and sports Vinit Karnik said, “It’s a great collaboration between Bingo and All-India Pickleball Association to announce the five-year partnership, supporting the growth of the sport across India. We’re optimistic that this partnership will strengthen Bingo’s commitment to expanding the sport’s reach and accessibility across the country. This collaboration reflects our commitment to expanding the sport’s reach and inspiring the next generation of players to take on both national and international challenges. We’re confident that this alliance will foster a new wave of enthusiasm for pickleball, helping it gain the popularity it truly deserves.”

    This strategic partnership between Bingo! and AIPA is poised to shape the pickleball landscape in India. By merging Bingo!’s innovative brand identity with pickleball’s thrilling gameplay, the collaboration aims to inspire a new wave of athletes while promoting a healthy, active lifestyle.

  • Hybrid media & digital surge redefine rural India: Rural Barometer report 2024

    Hybrid media & digital surge redefine rural India: Rural Barometer report 2024

    Mumbai: WPP’s media investment group, GroupM, and Kantar, a global marketing data and analytics company, have released the fifth edition of the Rural Barometer report. This report provides insights into rural India’s current sentiments, consumption patterns, and economic behaviors, along with the growing adoption of digital technologies and their impact on various sectors, offering a detailed view of the rural landscape.

    The 2024 Rural Barometer highlights a 60 per cent increase in the average FMCG basket size among rural consumers, rising from 5.8 in 2022 to 9.3 in 2024, driven by a preference for convenience products. This growth reflects lifestyle changes and rising purchasing power in rural areas. States like Jammu & Kashmir (39 per cent), Maharashtra (41 per cent), and Odisha (26 per cent) show moderate FMCG basket growth despite fewer financial concerns. This trend is supported by rising rural incomes and diversified income sources, including salaried income.

    The report also reveals a divide: 19 per cent of rural individuals rely solely on agricultural income, with 82 per cent of them facing financial concerns, while the remaining 81 per cent with diverse income sources report less stress and larger basket sizes.

    In media consumption, rural India increasingly adopts a hybrid approach of traditional and digital media, with 47 per cent following this trend, especially in areas with better digital infrastructure. States like Bihar, Jharkhand, Uttar Pradesh, Madhya Pradesh, and Chhattisgarh, however, remain less digitally connected, requiring targeted media strategies.

    GroupM OOH solutions in India MD Ajay Mehta added, “The rural landscape is no longer just a geographical space; it’s a digital frontier ripe with opportunities. As rural consumers embrace online platforms, brands must adapt their strategies to meet them where they are. By investing in digital initiatives that resonate with rural India’s aspirations, brands can  contribute to the nation’s development and tap into a burgeoning market that promises substantial  growth.”

    “2024 Rural Barometer report shows that rural consumers are experiencing rising purchasing power and evolving lifestyles, as seen in increased basket sizes and a preference for convenience products, despite ongoing financial concerns. Regional differences in financial resilience are linked to diverse employment opportunities. We are also seeing rural media consumption shifting toward a hybrid of traditional and digital formats, though digital access remains uneven across states,” said Kantar director – specialist businesses, insights division – Puneet Avasthi.

    As rural India evolves, digital platforms are becoming crucial for engaging consumers. From payments and e-commerce to gaming and lifestyle content, the digital landscape is expanding. While traditional media remains important, a hybrid approach combining online and offline channels is key to reaching rural audiences. By understanding rural consumers’ needs and preferences, brands can tap into this growing market.

    Rural consumers are increasingly interested in lifestyle content, such as fashion, health, and travel, reflecting their desire for topics that align with their daily lives and aspirations.

    The report also highlights a shift towards digital payments, now used by 42 per cent of active internet users, and e-commerce, used by 23 per cent. This indicates growing financial and digital inclusion in rural India.

    Highlights:

    1. Rural India has seen a marked increase in the average basket size from 5.88 in 2022 to 9.3 in 2024, driven by higher consumption in convenience categories like RTE, beverages, etc.

    2. States where rural consumers have less concerns on the current financial situation, largely have shown higher growth in basket size.

    3. Rural consumers with diversified income streams display the least financial concerns and have larger monthly category basket size.

    4. Rural India’s media consumption is increasingly hybrid, with nearly one in two of rural consumers exposed to both online and offline media.

    5. Telecom and digital can be effective in providing incremental reach in Hindi-speaking markets.

    6. Digital platforms for payments, e-commerce, and gaming platforms are gaining traction, while genres like fashion, travel and fitness are popular among rural online users reflecting a growing interest in lifestyle-oriented topics.

  • TAM seeks to re-enter TV ratings: Storyboard18 report

    TAM seeks to re-enter TV ratings: Storyboard18 report

    MUMBAI: The TV ratings saga in India has got a new twist, if Network18’s Storyboard18 is to be believed. According to an unconfirmed report filed with it, the erstwhile TV viewership monitoring body TAM Media is seeking to take a majority stake in its 49: 51 joint venture with BARC – Meterology Data  Pvt Ltd (MDPL), the meter management company which manages panel operations for India’s  current TV audience measurement system.

    MDPL deploys and maintains the meters that form the TV panel, as per sample design specifications and guidelines laid down by the BARC technical committee, and supplies raw data to it which in turn provides it to channels, agencies and marketers.

    To get some perspective, TAM has been pursuing the ministry of information and broadcasting (MIB) to issue it a licence to monitor viewership of India’s television landscape, a role it performed prior to BARC taking charge, following a section of the industry’s disgruntlement with the former. But the MIB has yet to decide on its application.

    Currently, management control of MDPL lies in BARC’s hands,  which provides TV viewership figures, while TAM provides advertising expenditure, radio listenership and sports related data.

    A section of the industry believes that with TAM taking majority control of MDPL, a reverse merger between the two would be a logical conclusion, the storyboard18 report states, quoting anonymous sources, The other option is that TAM gets a licence and television in India has two ratings agencies, which will be unaffordable to the media and advertising industry because of the huge costs involved, explains the storyboard18 report.

     It adds that TAM (a 50:50 joint venture between Nielsen and Kantar Media) will also have to undergo shareholding structural changes with media agency Group M exiting from Kantar Media (on account of conflict of interest, as per Indian regulations) before the MIB can issue it a licence. 

    Picture courtesy Hathway annual report)

  • GroupM OOH Solutions conceptualises an outdoor innovation for Skipper Pipes

    GroupM OOH Solutions conceptualises an outdoor innovation for Skipper Pipes

    Mumbai: GroupM conceptualised a visual spectacle in the outdoor landscape of Kolkata for Skipper Pipes. The outdoor campaign raises awareness that the auspicious occasion of Durga Puja protects families from water contamination on the same lines as how Ma Durga protects and cares for all of us and provides safety.

    Skipper’s “India’s Safest Pipes—Festival of Safety” campaign draws inspiration from Durga Puja. The campaign features Goddess Durga’s idol installed on a footbridge, with her Trident symbolically slaying Mahishasura. This powerful imagery parallels how Skipper Pipes protect people from water impurities, just as Ma Durga shields us from evil forces.

    This campaign links traditions with modern infrastructure by replacing Goddess Durga’s Trident with Skipper Pipes to symbolize the removal of water impurities. The lead-free pipes take center stage as the key weapon against contamination, highlighted by illuminated, motorized movements alongside the Durga idol. This unique installation cuts through the clutter and makes a striking visual impact.

    Skipper Pipes, marketing head, Anirban Pal Chowdhury said, “At Skipper Pipes, we believe that safety is divine. The Out of Home Innovation has wonderfully captured the passersby’s attention of the Skipper Pipes’ priority on safety, ensuring a traditional appeal and long-lasting impression during the auspicious festive season of Durga Puja. The installation turned out to be a veritable eyesore, showcasing its superior power and safety.”

    GroupM OOH Solutions managing director Ajay Mehta said, “By blending modern infrastructure with traditional elements, the campaign creates a standout visual impact, highlighting our technological expertise and dedication to innovative, long-term solutions through the effort put together from planning to execution. There is a need for drawing inspiration from the festivities, and we saw an opportunity from Durga Puja on how crucial it is to protect our families from water contamination, just as Ma Durga shields us from evil forces.”

  • GroupM and The Goat Agency unveil top 100 digital stars of 2024 in partnership with Forbes India

    GroupM and The Goat Agency unveil top 100 digital stars of 2024 in partnership with Forbes India

    Mumbai: GroupM, WPP’s media investment group, has announced the third edition of the Top 100 Digital Stars List for 2024 curated by GroupM’s influencer and content marketing solution The Goat Agency, in partnership with Forbes India. This list showcases some of the most influential digital personalities in India, representing various industries such as comedy, fitness, food, technology, travel, social work, beauty, fashion, as well as business and finance.

    With this year’s new selection criteria, the focus will be expanded beyond verified profiles to include all creators, regardless of verified or non-verified status. While verification badges can signify authenticity, the vibrant community of genuine creators, even those without such badges, plays a crucial role in shaping the digital landscape and deserves recognition for their invaluable contributions. Comedy creators dominate the list, with seven out of the top ten recognized for their talent and creativity. Following closely are creators in the tech, travel, and photography categories, which together comprise 50 per cent of the overall list. Taking into account the wider understanding of influence, this shift emphasizes the importance of diverse voices in the creator economy, ensuring that all creators can contribute to the evolving digital narrative and shine.

    GroupM India Goat, business head, Kunal Sawant said, “The Top 100 Digital Stars List for 2024celebrates the diverse and dynamic voices shaping India’s digital landscape Together, we are pushing boundaries to spotlight the country’s most influential creators across platforms. By expanding our criteria this year, we are ensuring a more inclusive and data-driven approach. Our comprehensive, data-driven approach ensures that the true impact of these digital stars is highlighted, reflecting a broader understanding of influence in today’s creator economy.” He added, “Additionally, we are proud to see the GOAT Changemakers—a group of socially responsible creators—continue to be an essential part of the list, aligning with our Responsible Investment Framework.”

    GroupM South Asia COO Ashwin Padmanabhan said, “The third edition of The Top 100 Digital Stars presents a carefully curated, data-driven selection of India’s most influential digital personalities. With a broader understanding of influence, this edition highlights the value of diverse voices in the creator economy, ensuring that every creator has the opportunity to contribute to the evolving digital narrative and be recognized. Our aim is to ensure all creators have a role in shaping the digital landscape and receive the recognition they deserve.”

    A multi-step approach was initiated for compiling this list. Starting with identifying leading creators across nine specific genres by evaluating their engagement rates and follower counts. The selection was then refined to the top 100 influencers through a comprehensive analysis of key metrics such as reach, engagement, impressions, and follower numbers. Goat’s proprietary scoring algorithm was instrumental in this process. This algorithm ranks creators within related categories, types, and audience sizes based on engagement rates.

    Forbes India editor Brian Carvalho said, “Almost everyone wants to be an influencer lately. But what does it take to consistently produce content that’s high quality, trustworthy and engaging in categories from fashion and comedy to technology and travel? The answer lies with those who produce it. And what better destination to find them than the list of India’s Top 100 Digital Stars. Now in its third edition, the Forbes India-Goat study recognises and ranks digital creators who dish out their appealing wares across Instagram, YouTube and Facebook.”

  • Britannia’s AI campaign reaches rural India where the internet doesn’t

    Britannia’s AI campaign reaches rural India where the internet doesn’t

    Mumbai – As a part of its ongoing conversation on parenting being a shared  endeavour (Growth needs both), Britannia Milk Bikis, in partnership with GroupM’s media services  agency Mindshare India, has launched a first in-India campaign ‘Parvarish Ki Baat Papa Tripathi  Ke Saath.’ This unique campaign blends tradition with technology to engage parents in  meaningful conversations about shared parenting roles.

    The campaign, conceptualised by MullenLowe Lintas Group, roped in the voice of Pankaj Tripathi  with an interactive voice response system (IVRS). Pankaj Tripathi, lovingly known as Papa Tripathi  shares relatable insights on parenting. Delivered in the local dialects of Uttar Pradesh, these  messages encourage parents to participate in their child’s growth and development actively.

    In a country where connectivity and technology vary, and access to 4G and smartphones is limited,  the heart of this campaign is its adaptive, data-light platform designed specifically for feature  phone users. It uses real-time data to tailor voice messages that suit each parent’s environment,  ensuring the conversation is always timely and relevant. Over a series of calls, the messages evolve  to highlight various aspects of parenting and subtly include Britannia Milk Bikis biscuits.

    The campaign culminates in an interactive conference call using mSamwaad, India’s largest audio conferencing bridge solution that uses the power of telecom to connect and engage the audience  with Pankaj Tripathi’s AI model, where parents can have their questions answered.

    Britannia CMO Amit Doshi said, “Britannia Milk Bikis has long supported  parents by providing easy-to-access tools that support better parenting techniques with  campaigns like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are taking this  a step further by combining technology with trust to facilitate open conversations about shared  parenting responsibilities. The campaign uses inclusive tech solutions strategically crafted to  reach consumers across diverse demographics in low-connectivity areas, ensuring that every  parent, no matter where they are, can get insights about shared parenting. This reflects  Britannia’s ongoing commitment to leveraging new-age technology to make meaningful  connections with our consumers across India.”

    Mindshare South Asia CEO Amin Lakhani said, “In the vast landscape of  Rural Bharat, there is a pressing need for solutions that transcend beyond the reaches of the  internet. For regions with limited smartphone penetration, our smart solutions for feature phones  foster meaningful dialogues with consumers on a significant scale. As marketers, we enable our  clients to engage meaningfully through inclusive tech stacks infused with creativity, ensuring  connection across the diverse tapestry of many Indias. By harnessing creativity, voice telephony,  WhatsApp, Gen AI, and vernacular elements, we pave the way for a new era of personalized  solutions for Rural consumers.”

    Mullen Lintas CCO Ram Cobain said, “Pankaj Tripathi is very well known; but the  sticky ‘Papa’ Tripathi is a fresh character we’ve come up with. In his latest, most natural role,  Papa Tripathi digs deep and offers personalized parenting tips to mothers and fathers in UP. This  campaign fuses the time-tested IVR system with the latest Gen-AI and some never-out-of-fashion  creativity. Cold calls are generally a nuisance – these promise to be both heartwarming and  invaluable.”

    Additionally, the campaign integrates seamlessly with WhatsApp. By opting in, parents can  receive personalized messages with captivating content to encourage them with parenting.

  • Rohin Desai rejoins Madison Media as chief client officer – Media Buying

    Rohin Desai rejoins Madison Media as chief client officer – Media Buying

    Mumbai: Madison Media, a unit of Madison World, is happy to announce the appointment of Rohin Desai as the chief client officer – Media Buying. He will be reporting to Madison Media CEO- Investments, Vinay Hegde

    Desai’s illustrious career spans several leading organizations, including GroupM, Lintas Media Group, ICICI Prudential Life Insurance, and Enterr10 Television, where he served as Head of Revenue and Sales Strategy. He previously worked at Madison Media from August 2013 to May 2016, managing a diverse set of clients such as Pidilite, Piramal, Raymond, CEAT, Bluestar, and McDonald’s. He also led media buying for ITC at a national level at Madison. Rohin’s expertise lies in crafting and executing integrated media buying strategies that have driven exceptional success for top-tier clients, including Unilever. His career highlights include managing cross-channel media strategies across various sectors such as FMCG, Telecom, E-commerce, BFSI, Automobile, and Retail. His impressive client roster features industry giants like Snapdeal, Aditya Birla Group, Tata, Colgate, Vodafone, McDonald’s, Raymond, Pidilite, CEAT, and Bluestar. Rohin holds a Post Graduate Diploma in Business Administration with a specialization in Marketing and Finance from IES Management College and Research Centre.

    Vinay Hegde, CEO, Investments, Madison Media, said, “I am delighted to welcome one more senior resource back into Madison. His extensive experience and proven track record in media buying and strategy and client management make him a valuable addition to our leadership. We are confident that his expertise will be instrumental in driving our continued success and expanding our impact in the industry.”

    Desai said, “I am more than happy to rejoin Madison Media and look forward to contributing to its exciting journey. The opportunity to work with such a dynamic team and build on the company’s strong foundation is truly inspiring. Together, we will explore new horizons and set new benchmarks in the industry.”

  • GroupM elevates Ashwin Padmanabhan to chief operating officer, GroupM South Asia

    GroupM elevates Ashwin Padmanabhan to chief operating officer, GroupM South Asia

    Mumbai: GroupM, WPP’s media investment group, today announces the  elevation of Ashwin Padmanabhan as chief operating officer for South Asia.

    Ashwin, will now oversee a streamlined structure that brings together GroupM’s  extensive and diversified key practices. This includes Influencer Marketing, Content,  OOH offering and Nexus. Investments, Trading, Partnerships, Motion and Entertainment will continue to be part of his portfolio. Ashwin’s strategic vision will play a pivotal role  in seamlessly integrating GroupM’s diversified services, to develop and deliver a best in-class solution that unlocks value for clients and GroupM.

    As the current President of GroupM Investments, Trading, Partnerships, Motion and  Entertainment Ashwin’s commitment to innovation and process-driven excellence has  solidified GroupM’s position as a leader in client-centric and technically advanced  media solutions.

    GroupM South Asia CEO  Prasanth Kumar said, “Ashwin’s deep understanding of  client requirements and industry ecosystems and his proven track record ensures a  seamless alliance across respective domains. He will continue to drive synergies across multiple practices emphasizing simplicity and consolidation to consistently  deliver outstanding client work.”

    Padmanabhan said, “Clients  today are looking for bespoke operating strategies that help transform their  businesses and GroupM has always been an architect of new approaches when it  comes to its clients. I look forward to working with our teams to drive long-term  success for brands, bringing effectiveness and optimization to our services that  generate enduring impact.”

    Ashwin will continue to be based out of Gurgaon and report to Kumar.