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Tag: HDFC Bank.

  • IBS 2024: The future of marketing in a technology driven world

    IBS 2024: The future of marketing in a technology driven world

    Mumbai: The second edition of the Indian Brand Summit 2024, held in Mumbai, witnessed insightful discussions on how addressable advertising is transforming personalised marketing, the role of data in driving success, and the evolving landscape of OTT platforms and sports marketing. The event also explored the complexities of CTV and highlighted the rise of local brands to national prominence.

    The session titled “The future of marketing in a technology driven world” delved into how marketing is evolving to become more dynamic, personalised, and data-centric. As technology advances, marketers are rethinking their strategies and tools to better connect with consumers. Chaired by Publicis Groupe India’s CEO of digital technology business, Amaresh Godbole, the panel featured HDFC Bank’s SVP – growth marketing & martech, Deepak Oram; Pharmeasy’s Sr VP – growth, Akash Valia; Aditya Birla Capital’s brand head, Mahadev Srivatsa; and MIQ’s head of growth & revenue, Varun Mohan.

    Srivatsa emphasised the real-time capabilities of AI and its disruptive nature, stating, “The effectiveness of AI has shifted from mere delivery to creation, allowing us to better target consumers based on their evolving needs.” He highlighted the increasing availability of AI tools that streamline both the creation and delivery of marketing content, thus enhancing the consumer experience.

    Oram pointed out the critical importance of bridging gaps in customer service through technology. He noted that “consumers today research online before visiting retail stores,” underlining how digital footprints have transformed consumer behavior and marketing strategies. This shift, he explained, requires a more integrated approach, where customer behavior can inform service delivery in real time.

    Valia added a regulatory perspective, acknowledging the balance between technological advancements and compliance in healthcare. He noted that while AI can streamline processes, “the consumer experience must remain efficient,” stressing the importance of adhering to regulations while leveraging technology to enhance service delivery. He elaborated on Pharmeasy’s commitment to improving operational efficiencies, emphasizing the role of technology in expediting the prescription process.

    Mohan discussed the complexities of interpreting data across diverse consumer markets, saying, “Understanding user behavior is critical for effective campaign execution.” He highlighted MIQ’s approach to leveraging data for pre-campaign insights and continuous optimisation during campaign flights, illustrating the need for a data-driven mindset in marketing.

    The session illustrated that as technology continues to evolve, so must the strategies marketers employ to engage consumers effectively. Each panellist highlighted the necessity of adapting to changing consumer behaviors and leveraging innovative solutions to enhance the overall marketing experience.

  • TCS hits hat-trick as India’s most valuable brand: Kantar BrandZ report

    TCS hits hat-trick as India’s most valuable brand: Kantar BrandZ report

    Mumbai: Tata Consultancy Services (TCS) remains the nation’s most valuable brand for the third straight year, according to the new ‘Kantar BrandZ Most Valuable Indian Brands Report’ published today. With a brand value of $49.7 billion, TCS has seen a 16 per cent rise versus last year, driven by investments in innovation, particularly in AI and digital transformation. 

    India’s top 75 most valuable brands now have a combined value of $450.5 billion, marking a 19 per cent increase from last year. Brands across diverse business sectors fuelled this growth, with 54 brands boosting their brand value over the past year. This impressive growth outpaces most other BrandZ rankings globally and closely mirrors the 20 per cent increase seen in the global top 100.

    TCS tops a strong group of seven business technology and services platforms, collectively worth almost $100 billion, and equalling 22 per cent of the total value of India’s top 75 ranking.

    Financial services brands also dominate, with 17 brands, contributing 28 per cent of the ranking’s overall brand value. HFDC Bank (No.2; $38.3bn) retains its position as India’s second most valuable brand. State Bank of India (No.5; $18.0bn), ICICI Bank (No.6; $15.6bn) and LIC (No.10; $11.5bn) also feature in the top 10.

    Zomato (No.31; $3.5bn) is this year’s fastest riser with 100 per cent growth in brand value year-on-year due to relentless innovation and expansion into quick commerce. It has also boosted efficiency and elevated its customer experience over the last year.

    The automotive sector has also seen impressive results, led by Maruti Suzuki (No.17; +24 per cent), Bajaj Auto (No.20; +94 per cent), Mahindra (No.30; +78 per cent), TVS (No.34; +71 per cent) and Hero (No.35; +62 per cent). Mahindra’s SUVs now make up 53 per cent of India’s passenger car market (June 2024). The success of models like XUV700, Scorpio N, and Thar, which continue to see high demand and long waiting periods, has solidified Mahindra’s leadership in mid and premium SUVs.

    Rising disposable income and a growing middle class are driving demand for vehicles, shifting car ownership from a status symbol to a necessity. Improved infrastructure, government support for EVs and strong export growth expectations are further fuelling the industry’s momentum.

    India’s motorised two-wheel vehicle market is bouncing back, driven by a recovering economy and rising demand for personal transportation. Key factors include urbanisation, the need for affordable transport, and a growing young population. New models with advanced technology are also fuelling growth, meeting diverse consumer needs.

    Seven brands debut in India’s brand ranking this year, including jewellery retail brands CaratLane (No.45; $2.7bn) and Kalyan Jewellers (No.71; $1.6bn) and Real Estate brand, Lodha (No.63; $1.9bn). Godrej Properties (No.70; $1.66bn) also re-enters the ranking.

    Deepender Rana

    Kantar executive managing director, insights, South Asia – Deepender Rana said, “Strong brands consistently outperform the market. Over the past year, the companies behind India’s Top 75 brands have achieved an impressive 52 per cent stock market growth, outpacing the 37.6 per cent growth for the Sensex. Brands that thrive are those that create a Meaningful Difference by meeting evolving consumer needs, challenging industry norms, and forging strong emotional connections. The top performers in this brand ranking have excelled by embracing disruption and innovation, leading to significantly higher growth.” 

    Kantar BrandZ top 10 most valuable Indian brands 2024

    Rank 2023 Rank 2024 Brand Category Brand Value 2024 (US$ M)
    1 1 Tata Consultancy Services Business Technology and Services Platforms 49,657
    N/A 2 HDFC Bank Financial Services 38,286
    4 3 Airtel Telecom Providers 29,856
    3 4 Infosys Business Technology and Services Platforms 25,221
    5 5 State Bank of India Financial Services 17,979
    6 6 ICICI Bank Financial Services 15,604
    8 7 Jio Telecom Providers 13,744
    7 8 Asian Paints Paints 13,555
    10 9 HCL Tech Business Technology and Services Platforms 11,815
    11 10 LIC Financial Services 11,499

    India’s GDP growth outlook is bright, with an expected 8.2 per cent increase compared to the global average of 3.1 per cent, potentially positioning the country as the world’s third-largest economy by 2030. However, despite strong investor confidence, large brands face a looming challenge: a long-term decline in demand power. While they may remain stock market favourites for now, they risk losing relevance in the minds of consumers if they don’t adapt to shifting expectations.

    Soumya Mohanty

    Kantar’s MD & chief client officer, insights, South Asia – Soumya Mohanty said, “It’s not enough to make consumers want to buy, brands must build their saliency and relevancy across all touchpoints, from advertising to in-store experiences. Successful brands create a consistent presence that resonates with consumers, driving both awareness and loyalty. Those that thrive have combined strategic reach with compelling, creative messaging to capture consumer attention and drive significant brand growth.”

    Other key highlights from the Kantar BrandZ most valuable Indian brands report include:

    • Opportunity to expand beyond national borders: Many Indian brands remain heavily reliant on the domestic market, benefiting from a stable local economy. However, the global market of 6.7 billion people remains largely untapped, with overseas contribution accounting for only 26 per cent of the top 75 Indian brands. Indian brands must expand beyond their borders to unlock their full potential on the global stage.  
       
    • A blueprint for brand growth: Kantar’s new blueprint for brand growth is designed to help businesses build profitable, strong and sustainable brands in recognition that being meaningfully different to more people is a key driver for growth. While maintaining meaningful difference is a global challenge, it is more pronounced in India. With over 20 per cent of Indian brands lagging in this area, the need to adapt and differentiate is more critical than ever to remain competitive and see long-term growth.

    The Kantar BrandZ Most Valuable Indian Brands ranking, report and extensive analysis are available now at www.kantar.com/campaigns/brandz/india   

    Built on Kantar’s meaningful different and salient framework, BrandEvaluator is an innovative tool that delivers a robust brand equity assessment in as few as four days, empowering strategic decisions that drive sales and growth.

  • JioCinema Brand Spotlight: Illuminating IPL campaigns with unmatched brilliance.

    JioCinema Brand Spotlight: Illuminating IPL campaigns with unmatched brilliance.

    Mumbai: In the fast-paced world of advertising, innovation is key to capturing audience attention and creating memorable brand experiences. This IPL season, JioCinema embarked on a journey with its new initiative – Jio Cinema Brand Spotlight. This initiative aimed to elevate select ad campaigns, offering them exclusive exposure during the crucial first six overs of IPL matches.

    Six prominent brands – Dream 11, Charged by Thums Up, Britannia, Dalmia Cement, Parle Products, and HDFC Bank – captured this unique opportunity to debut their campaigns on JioCinema during the IPL matches. What set these campaigns apart was not just their prime placement but also the narrative behind their creation.

      

    Beyond just securing a prime spot for launching their opening day campaigns, JioCinema’s brand spotlight is offered an opportunity for brands to engage with audiences in a more meaningful way. In an exclusive initiative, brand spotlight facilitated a unique marketer’s moment, where the campaign makers and brand custodians shared exclusive insights and stories behind the creation of their campaigns and brand films featured on JioCinema.

    The platform didn’t stop at merely showcasing the ads; it dug deeper into the creative process by providing viewers with insights into the making of these campaigns. This move involved hosting dedicated trays on the sports page of the app for these brands. These trays not only housed the extended edits of the campaigns but also offered an intimate look into the brainstorming sessions, challenges faced, and creative decisions made by the brand custodians and agency heads.

    For the first time in the industry, fans had the opportunity to go beyond the glossy surface of advertisements and gain a deeper understanding of the thought that goes into crafting these spots. By offering behind-the-scenes content alongside the ads, JioCinema transformed passive viewers into engaged participants, creating a more immersive experience for IPL enthusiasts.

    Watch the behind the campaign stories here: 

    Charged by ThumsUp’s campaign: https://go.jc.fm/fRhd/9isgyf5n

    Parle Products’ campaign: https://go.jc.fm/fRhd/vnbiuqs4

    Britannia’s campaign: https://go.jc.fm/fRhd/7k61354u

    HDFC Bank’s campaign: https://go.jc.fm/fRhd/l0x74mae 

    Dalmia Cement’s campaign:  https://go.jc.fm/fRhd/cwatxrte

    Dream11’s Campaign: https://go.jc.fm/fRhd/ay9tmeiw

    Brand Spotlight was an innovation for advertisers around the opening match of TATA IPL season 2024. The packages and offerings have been specifically designed to help select advertisers, no matter what the objective, category, and scale of business. Each proposition from JioCinema has been curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract on digital.

  • JioCinema welcomes record 18 sponsors for TATA IPL 2024

    JioCinema welcomes record 18 sponsors for TATA IPL 2024

    Mumbai: JioCinema, the official digital streaming partner of TATA IPL 2024, has reported a record number of 18 sponsors and over 250 advertisers for the upcoming season. Notably, this season has not only witnessed advertiser interest for TATA IPL from conventional, digitally-inclined categories like automobiles, mobile handsets, banking, online broking & trading, credit card payment, and construction but also categories that typically invest in traditional mediums such as FMCG, evidencing shift in advertising dynamics in India. Last year, JioCinema booked a record digital ad revenue compared to that of any other live-streamed event previously.  

    JioCinema’s list of digital streaming sponsors for the 2024 TATA IPL season includes Dream11 as a co-presenting sponsor, while Tata Motors, PayZapp by HDFC Bank, SBI, Cred, AMFI, Upstox, Charged by Thums Up, Britannia, Pepsi, Parle products, Google Pixel, Haier, Jindal Steel, Vodafone, Dalmia Cements, Kamla Pasand and Rapido have joined hands as associate sponsors. Additionally, JioCinema is in advanced discussions with multiple other brands and more are expected to join before the first ball is bowled this TATA IPL beginning on 22 March.

    With the online fantasy gaming category leading the charge yet again this season, Dream11, MyTeam11, and My11Circle have put their faith in the power of live sport on digital streaming yet again to engage with the sports fans. In a striking shift, brands from the FMCG sector like Britannia, Parle products, Mars chocolates, Tata Consumer Products, and Havmor Ice Cream – typically known for their reliance on traditional channels, have enthusiastically embraced the digital wave as advertisers.

    Other major brands from the automobile category such as Maruti, Apollo Tyres, Ashok Leyland, and JK tyres are also driving in with JioCinema to maximize mileage on their advertising spend. In the competitive arenas of banking, payments, online trading, and credit card payments, brands like PayZapp by HDFC Bank, SBI, Cred, AMFI, ICICI Mutual Fund, and LIC are strategically placing their investments with JioCinema, leveraging the platform to connect with audiences in real-time.

    This year also marks the resurgence of the premium mobile handset category with upmarket brands like Google Pixel, Apple, Motorola, and Vivo, all poised to dial up their marketing endeavours to unprecedented heights. In the beverage category, the platform has witnessed increased spend this year with Coca-Cola taking the energy drinks category and PepsiCo locking out the cola category.

    The sharp increase in interest for advertising on digital not only stems from increased efforts by JioCinema to remove major barriers to advertising, but also its world-class presentation of the marquee T20 league through a 12-language presentation, including Haryanvi joining the line-up this year. Apart from this, JioCinema will continue offering the league for free to viewers, thus creating a mouth-watering proposition for advertisers to access the length and breadth of the country, especially smaller towns which are now adopting digital as a primary viewing medium.  

    “While last year showed us digital came of age, this season of the TATA IPL is telling us a story that digital is going to be everyone’s primary choice, be it for viewing or advertising. It is beyond doubt that India now prefers watching the TATA IPL on their mobile devices and Connected TV’s and advertisers have skewed their spends towards where the consumers are,” said a Viacom18 spokesperson. “The aggressive innovation that we are bringing to the TATA IPL viewing experience, coupled with the efforts we have invested in removing barriers to advertising on digital and democratising it, promises digital ad spending to only head on an upwards trajectory from here every season.”

    Speaking on the association with JioCinema, Parle Products VP Mayank Shah said, “TATA IPL on JioCinema is a fabulous opportunity for brands like ours to drive unprecedented awareness in India. With a significant shift that’s happening towards digital consumption, and Cricket consistently staying the most engaging content in the country, this partnership will help us take our brands to consumers when they’re most receptive to our message. Our strategy is to delight viewers with our creatives and embed the habit of celebrating their favourite sport with our offerings.”

    Commenting on coming on board with JioCinema, HDFC Bank group head, CMO, head-direct to consumer business Ravi Santhanam said, “HDFC Bank is planning to launch an integrated campaign for its digital payments app, PayZapp in the upcoming IPL season. Cricket is a religion in India with extremely high levels of engagement with customers and JioCinema has played a key role in enhancing the reach of TATA IPL through its platform. PayZapp in its new avatar is a very strong offering in the payments space providing consumers the choice to pay in the way they want, in the place they want, with the type of payment they want and it is backed by the trust & reputation of HDFC Bank. JioCinema offers its viewers multiple choices in the way they want to watch the IPL, be it camera angles, languages, or more and hence we feel it is an ideal match to deliver our brand promise. It does offer huge reach across handheld, web and Connected TV which along with our presence on traditional channels will ensure that we reach the consumers across multiple touchpoints in their TATA IPL followership. Together with JioCinema, we intend to deliver an innovative campaign that not only resonates with fans but also establishes PayZapp by HDFC Bank as the best payments offering in the market.”

    Dalmia Cement (Bharat) Ltd COO Sameer Nagpal added, “We are thrilled to partner with JioCinema as an associate sponsor for the TATA IPL 2024. The TATA IPL is a national phenomenon, uniting millions through their love for the game. This massive platform provides us with a unique opportunity to educate crores of aspiring home owners in India, about the importance of RCF (i.e. roof, column, & foundation) in ensuring that their dream house lasts for generations to come.”

    Sharing thoughts about their partnership with JioCinema, Haier Appliances India president N S Satish said, “We are delighted to return as an associate Sponsor with JioCinema for the TATA IPL in 2024.  The tournament’s unmatched viewership and energetic atmosphere provide an ideal platform to connect with cricket fans across India. We are excited to come back for the second year of our partnership, to tap the power of TATA IPL on Connected TV, a rapidly growing viewing platform. This targeted approach allows us to create a truly engaging brand experience for the fans and further strengthens our commitment to innovation in the Indian market.”

    “As the excitement of TATA IPL electrifies the nation, Britannia is proud to be a part of this exhilarating journey. Our partnership celebrates the shared passion for excellence and enjoyment of all sports lovers,” said Britannia CMO Amit Doshi. “Through this collaboration, we are excited to showcase our latest campaigns, like ‘Hungry For Gold’, reaching audiences far and wide on JioCinema.”

    TATA IPL 2024 will commence on JioCinema with the southern derby as MS Dhoni’s Chennai Super Kings face off with Royal Challengers Bengaluru on 22 March 2024. Viewers will be able to catch the latest season for free in 4K across 12 languages introducing Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

  • JioCinema introduces brands for JioCinema brand spotlight at TATA IPL 2024 Opener

    JioCinema introduces brands for JioCinema brand spotlight at TATA IPL 2024 Opener

    Mumbai: JioCinema, the official streaming platform for the TATA IPL 2024, has announced the first-ever set of brands that will feature on its newly launched advertiser innovation, JioCinema Brand Spotlight. Charged by Thums Up, Parle, Britannia, Dalmia Cements, and PayZapp by HDFC Bank will debut their respective campaigns for the TATA IPL 2024 during the first five overs of the opening game between MS Dhoni’s Chennai Super Kings and Royal Challengers Bangalore, on March 22. As the nation aggregates to catch the start of the opening season of the TATA IPL, the five brands will be a part of this golden moment by showcasing exclusive spots of their campaign within the first five overs of the match on the opening day.

    In addition to having a priority spot to launch their engaging TATA IPL opening day blitz, JioCinema Brand Spotlight will facilitate a first-of-its-kind marketer’s moment for the five brands with the campaign makers and the brand custodians sharing exclusive insights and stories about how the campaign and brand film showcased on JioCinema Brand spotlight was conceived and built. These campaign stories will be available to viewers on an exclusive JioCinema brand spotlight rail on the JioCinema App.

    Brand Spotlight is one among a slew of innovations for advertisers around the upcoming TATA IPL season. The packages and offerings have been specifically designed to help advertisers across the board, no matter what the objective, category, and scale of business. Each proposition from JioCinema has been carefully curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract digitally.

    “The mood around the opening day of the TATA IPL has evolved over the years to become a moment where fans don’t just anticipate thrilling match action but also eagerly look forward to brands putting their best creative foot forward,” said Viacom18 Sports head of revenue, Anup Govindan. “With digital, it is possible to harness this euphoria into an actionable moment for advertisers and that is where Brand Spotlight comes to the fore. We are delighted to have Charged by Thums-Up, Parle Products, Britannia, Dalmia Cements, and PayZapp by HDFC Bank on board with us. The first five overs of the TATA IPL 2024 are going to be historical with the spotlight on these brands, and we believe Brand Spotlight is going to be an anchor offering in the coming years.”

    Speaking about partnering with JioCinema, HDFC Bank group head, chief marketing officer and head direct to direct-to-consumer business Ravi Santhanam said, “Our PayZapp campaign for the TATA IPL is built on the idea that customers can pay anyone, anyhow, anywhere and we felt this proposition synchronises almost perfectly with JioCinema’s vision for digital, which is to make digital omnipresent. Introducing this communication right at the beginning of the season under Brand Spotlight is going to help us give it the platform it deserves by taking it far and wide in the country.”

    Speaking about partnering with JioCinema, chief marketing officer, Britannia Amit Doshi said, “With Hungry For Gold, we aspire to instil pride in every Indian and inspire a nation hungry for victory in all areas. By partnering with six remarkable athletes and integrating an engaging gaming promotion, we are not only showcasing their incredible journeys but also fostering a deeper appreciation for various sports. We are excited to partner with JioCinema for Brand Spotlight to make this message reach millions.”

    On being part of the Brand Spotlight stable, Dalmia Cement (Bharat) Ltd COO Sameer Nagpal said, “We have tried to make our communication highly distinctive from the norms of the cement category. We have a differentiated consumer proposition and have presented it in a unique style using engaging visuals and music, along with one of the most unique stars of this generation, Ranveer Singh. We truly feel that JioCinema’s Brand Spotlight will do justice to our creative efforts by giving our campaign the kind of reach and scale that only TATA IPL on JioCinema can.”

    Commenting on being a part of Brand Spotlight, Parle Products VP Mayank Shah said, “The objective behind our TATA IPL 2024 campaign is to further our cause started in 2017-18 of positioning ‘Parle’ from ‘House of Brands’ to a ‘Branded House’ while building an emotional connect with consumers. Our TVC is packaged to deliver the message with classic elements of wit and humour but underscores the core thought of positioning Parle as a top corporate brand. We took that finished product to JioCinema’s Brand Spotlight, as in addition to giving us unprecedented reach and customization options, the Brand Spotlight rail on the app is a great platform to take viewers behind the scenes to talk them through this campaign in a never-been-done-before manner.”

    Fans will be able to catch the latest season of the TATA IPL for free in 4K across 12 languages introducing Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

     

  • Nine Triangles welcomes Tanmay Pani as EVP and chief strategy officer

    Nine Triangles welcomes Tanmay Pani as EVP and chief strategy officer

    Mumbai: Nine Triangles, a leading digital strategy consulting and marketing company, has announced the appointment of Tanmay Pani as executive vice president (EVP) and chief strategy officer.

    Pani brings a wealth of experience from his extensive background across industries, having worked with prominent brands such as TCS, HDFC Bank, Sharekhan by BNP Paribas, GroupM, and Prabhudas Lilladher, among others. With experience on both the brand and agency side, Pani possesses hands-on expertise across facets of Marketing, Digital Transformation, Media Planning, and User Experience.

    Reflecting on his new role at Nine Triangles, Tanmay expressed his enthusiasm, stating, “At Nine Triangles, we are shaping the digital landscape with innovative solutions that drive results. I am excited to join a team focused on creativity, collaboration, and cutting-edge tech. I look forward to contributing to Nine Triangles’ journey to success, where challenges are opportunities and projects showcase our high delivery standards.”

    Nine Triangles CEO & founder Krishna Mohan Jha shared his excitement about Pani’s joining, stating, ” Tanmay’s appointment is a pivotal moment for Nine Triangles. His wealth of experience and strategic prowess are in perfect harmony with our vision of leading digital innovation. With Tanmay at the helm of our strategic endeavors, I am certain we will continue to set new standards in the digital landscape, solidifying our position as a reliable partner in our clients’ journey to success. “
     

  • HDFC Bank and FCB Kinnect scam to save

    HDFC Bank and FCB Kinnect scam to save

    Mumbai: If something seems too good to be true, it probably isn’t. To highlight this and remind people of the harsh reality of the growing online frauds, HDFC Bank, together with FCB Kinnect decided to ‘scam to save’ with their new campaign EOSS: End of Scam Sale!

    To warn people, who are likely to get swayed by the number of discounts and end-of-season sales they come across, HDFC Bank’s anti-fraud influencer Vigil Aunty upped her game, by morphing herself into the Bollywood actress, Nora Fatehi. With the increasing number of deepfakes shocking the world, they decided to take the audience for a ride.

    Knowing that a lot of people would fall prey to this, Vigil Aunty posed using Nora Fatehi’s

    deepfakes, for a glamorous, but ‘unheard’ fashion brand called ‘Lulumelon’.

    Fatehi’s pictures and videos were plastered around the brand’s Instagram page, showcasing

    unbelievable discounts that had everyone talking about the brand’s EOSS.

    However, when an excited but ignorant user ended up on the brand’s landing page, they got

    a reality check. They were SCAMMED. Sorry, SAVED from being scammed!

    HDFC Bank created a fake brand from scratch and had audiences believe its legitimacy by creating an Instagram page and choosing the brand’s name, making it sound like ‘Lululemon’ – a genuine apparel brand which made it hard for users to spot the difference between the two. They also ran ads targeting people and used AI and Machine Learning to morph Nora’s face on Vigil Aunty.

    What’s special about this campaign is the fact that a reputed brand like HDFC Bank risked its regard temporarily, all to safeguard people from falling prey to scamsters by letting them live through their worst nightmare for a few moments.

    Not forgetting our AI partner, Gan.ai who helped us bring the real Nora to life in the form of Vigil Aunty.

    Acknowledging that scamsters always try to be one step ahead of a smart consumer, HDFC Bank together with FCB Kinnect did scam people, but only to save them!

    The campaign went live on 20 January, starting with the offers on the fictitious brand Lulumelon’s Instagram page. Nora Fatehi revealed the idea behind the campaign in the reveal video which she put up on her Instagram page on January 23.

    FCB Kinnect national creative director Kartikeya Tiwari said, “Discounts are a big part of the Indian psychology, which makes it so easy for AI to give an illusion of something genuine just by throwing a couple of mind-blowing offers around. This coupled with optimism bias, which is the perception that nothing wrong could happen to oneself was what led us to create a convincing fake brand called ‘Lulumelon’ and we hope that it bursts people’s bubble of invincibility. We had a lot of fun getting our creative and media teams to think like that of a scamster.”

    HDFC Bank senior vice president and head of digital acquisition, website, social media and content marketing Jahid Ahmed added, “Many people fall victim to scams because of a false sense of security, believing it could never happen to them. We used deepfakes since they have been rampant in our society of late, with celebrities like Rashmika Mandanna, Sachin Tendulkar, and Alia Bhatt, among others also falling victim to it. Yet, people are still missing the extent to which they can cause real harm to us. Knowing how fraudsters use End of Season Sales as a window to lure shoppers with deals that are too good to be true, we defrauded people, to raise awareness and educate them about real fraud. However, we kept in mind that this must be done responsibly and ethically. To give this initiative a real and impactful meaning, we went a step further by investing time and resources in creating authentic deepfakes using advanced machinery. This allowed us to simulate realistic scenarios and demonstrate the potential risks associated with falling for deceptive practices, ensuring that all red flags can be seen and understood by the public.”

    HDFC Bank group head, CMO, head-direct to consumer business Ravi Santhanam said, “With ‘people’ at the core of our values, we believe in taking initiatives that educate and equip people for their safety. We have gone to great lengths with Vigil Aunty to spread awareness about financial fraud entertainingly, and with ‘End of Scam Sale’, we wanted to challenge people’s optimism bias and show them how susceptible they are to fraud.”

    Our efforts in creating awareness against online fraud were also acknowledged and appreciated by the government.

    Speaking about the campaign, Mayank Jain, scientist-e/director to Govt. of India, digital economy division, Ministry of Electronics & Information Technology (MeitY), said, “I am happy to see this initiative of HDFC Bank. In my opinion, this will help in disseminating the awareness of public awareness about Deepfakes, and rising negative use cases of AI (Artificial Intelligence) apart from curbing the Cyber Financial frauds.”

    Government of India, I.T.S, assistant director General (AI & DIU), Artificial Intelligence & Digital Intelligence Unit, Department of Telecommunications, Ministry of Communications, Naveen Jakhar added, “I have seen the video and information conveyed through the conversation of Nora Fatehi and Vigil Aunty is so meaningful to the citizens wherein they can easily correlate it to the new age crimes like deep fake, fake videos, fake audios which might be misused in carrying out cyber-crimes and financial frauds also. Sincerely appreciate the efforts of HDFC Bank in thinking out of the box to keep the citizens informed and aware of the subject matter.”

  • TAM report: BFSI TV ad volume surge 34 per cent YoY in Jul-Sept’23

    TAM report: BFSI TV ad volume surge 34 per cent YoY in Jul-Sept’23

    Mumbai: TAM AdEx India has released a quarterly advertising report on the BFSI sector for Jul-Sept’23.

    TV:

    Ad volumes in the BFSI sector witnessed de-growth during both periods; Apr-Jun’23 and Jul-Sept’23 of 43 per cent and 19 per cent respectively compared to Jan-Mar’23. Whereas, when comparing ad volumes of Jul-Sept’23 with Jul-Sept’22, it increased by 34 per cent.

    Mortgage loans, life insurance, corporate-financial institute and banking services & products retained their first, second, third and fourth positions in Jul-Sept’23 compared to Apr-Jun’23. The top 10 categories collectively added 88 per cent share of ad volumes on TV for the BFSI sector. Anywhere Banking was the only new entrant in the top 10 category list and secured ninth position with a three per cent share of ad volumes in Jul-Sept’23 over Apr-Jun’23.

    Compared to Apr-Jun’23, IIFL Finance retained its first position with 10 per cent share of ad volumes on TV for BFSI Sector during Jul-Sept’23. National Payments Corporation of India and Manappuram Finance were new entrants in the top 10 advertisers list during Jul-Sept’23 over Apr-Jun’23. Also, there were four exclusive advertisers present in Jul-Sept’23 compared to Apr-Jun’23 for the BFSI sector. Together, the top 10 advertisers added 61 per cent share of ad volumes on TV advertising for BFSI sector during Jul-Sept’23.

    IIFL Finance Gold Loan retained its first position with a nine per cent share of ad volumes in Jul-Sept’23 over Apr-Jun’23 for BFSI sector. Manappuram OGL (Online Gold Loan) and Kotak Mahindra Activmoney Savings Account were the only new entrants present in the top 10 brand list of Jul-Sept’23 over Apr-Jun’23. Also, there were four exclusive brands present in the top 10 brand list during Jul-Sept’23 compared to Apr-Jun’23.

    The top two TV channel genres accounted for 77 per cent of ad volumes share for the BFSI sector during Jul-Sept’23. The news channel genre was most preferred by BFSI players in Jul-Sept’23.

    News bulletin was the most preferred program genre to promote brands in BFSI sector on Television. The top two program genres i.e. News Bulletin and feature films together added 60 per cent of the sector’s ad volumes.

    Prime time garnered highest advertising on TV followed by afternoon and morning time bands. In terms of ad volumes, the prime time, afternoon, and morning time bands collectively accounted for 74 per cent share.

    Advertisers of the BFSI sector preferred 20 – 40 sec ad size on TV during Jul-Sept’23. 20-40 seconds and <20 seconds ads together covered 88 per cent share of ad volumes on TV for the BFSI sector.

    Print:

    BFSI Sector ad space witnessed growth of eight per cent during Jul-Sept’23 compared to Jan-Mar’23. Whereas, Apr-Jun’23 observed de-growth of 29 per cent compared to Jan-Mar’23. Also, ad space in Jul-Sept’23 was increased by 44 per cent over Jul-Sept’22.

    During Jul-Sept’23, the public issues category retained its first position with 51 per cent share of ad space compared to Apr-Jun’23. Banking services & products ascended to second position with 13 per cent share of ad space compared to its fifth position in Apr-Jun’23. Also, Life insurance and mutual funds retained their third and fourth positions in Jul-Sept’23 compared to Apr-Jun’23. Credit cards and securities/sharebroking organisation were the only new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23. The top 10 categories together accounted for 90 per cent share of ad space in Jul-Sept’23.

    On print advertising, Life Insurance Corporation of India retained its first position during Q’1, Q’2, and Q’3 of Y 2023. During Jul-Sept’23, there were four new entrants present in the top 10 advertiser list compared to Apr-Jun’23. Also, there were two exclusive advertisers present in the same list during Jul-Sept’23 over Apr-Jun’23. The top 10 advertisers together covered 30 per cent share of ad space in Jul-Sept’23. HDFC Bank ascended to second position in Jul-Sept’23 compared to its 1503 rank in Apr-Jun’23.

    LIC ascended to first position in Jul-Sept’23 with four per cent share of ad space compared to its 815 rank in Apr-Jun’23. During Jul-Sept’23, there were four new entrants and four exclusive brands present in the top 10 brand list compared to Apr-Jun’23. Among the first three quarters, Jan-Mar’23 had the highest collective ad space share of 37 per cent of the top 10 brands.

    The English language has the highest share of ad space, i.e., 57 per cent. Also, the top five publication languages together added 93 per cent share of the sector’s ad space. Business/finance/economy dominates ad space in general newspaper with 52 per cent.

    South Zone was the leading territory with 33 per cent share of BFSI advertising in Print in Jul-Sept’23. New Delhi & Mumbai were the top cities in North Zone and West Zone respectively. Also, they were the top two cities in PAN India during Jul-Sept’23.

    Radio:

    Index ad volume of the BFSI sector witnessed de-growth of 67 per cent and 49 per cent during Apr-Jun’23 and Jul-Sept’23 respectively, compared to Jan-Mar’23. Also, Jul-Sept’23 observed a de-growth of 20 per cent in ad volumes compared to Jul-Sept’22.

    Compared to Apr-Jun’23, the life insurance category retained its first position with 40 per cent share of ad volumes in Jul-Sept’23. Banking services & products ascended to second position in Jul-Sept’23 compared to its third position in Apr-Jun’23. Together, the top 10 categories added 89 per cent share of ad volumes in Jul-Sept’23 for the BFSI sector. Multiple loans and automobile general insurance were the only new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23.

    Life Insurance Corporation of India retained its first position with 40 per cent share of ad volumes in Jul-Sept’23 compared to Apr-Jun’23. During Jul-Sept’23, Bank of Baroda was a new entrant in the top 10 advertiser list and secured the third position compared to its 16th position in Apr-Jun’23.

    Also, there were three exclusive advertisers present in the top 10 advertiser list during Jul-Sept’23 compared to Apr-Jun’23. The top 10 advertisers together contributed 85 per cent share of ad volumes in Jul-Sept’23.

    During Jul-Sept’23, LIC Dhan Vriddhi was a new entrant in the top 10 brand list and secured first position with an 18 per cent share of ad volumes, compared to its 11th position in Apr-Jun’23. Also, there were six exclusive brands present in the top 10 brand list during Jul-Sept’23 over Apr-Jun’23. Out of the top 10 brands present in Jul-Sept’23, five of them belonged to Life Insurance Corporation of India.

    Compared to Apr-Jun’23, Maharashtra retained its first position on radio advertising with 20 per cent share of ad volumes in Jul-Sept’23. Together, the top five states accounted for 65 per cent share of ad volumes in Jul-Sept’23.

    Advertising for BFSI was preferred in the evening closely followed by the morning time-band on radio. 90 per cent share of the BFSI ad volumes were in evening and morning time-bands in Jul-Sept’23.

    Digital:

    On Digital medium, ad impressions observed surge of seven per cent during Apr-Jun’23 compared to Jan-Mar’23. Whereas, Jul-Sept’23 observed de-growth in ad impressions of 14 per cent over Jan-Mar’23. Ad impressions during Jul-Sept’23 witnessed a growth of 23 per cent in the BFSI sector compared to Jul-Sept’22.

    During Jul-Sept’23, mutual funds and securities/sharebroking organisation retained their first and second positions with 24 per cent and 19 per cent share of ad impressions compared to Apr-Jun’23. Personal/professional loans was the only new entrant in the top 10 category list during Jul-Sept’23 compared to Apr-Jun’23. Also, the top 10 categories together added 94 per cent share of ad impressions in Jul-Sept’23.

    In Jul-Sept’23, Nippon Life India Asset Management was a new entrant in the top 10 advertiser list and secured first position with 11 per cent share of ad impressions compared to its 17th position in Apr-Jun’23. There were a total of five new entrants in the top 10 advertiser list during Jul-Sept’23 compared to Apr-Jun’23. The top 10 advertisers together added 43 per cent share of ad impressions in Jul-Sept’23.

    During Jul-Sept’23, Nippon India Mutual Fund was a new entrant in the top 10 brand list and secured first position compared to its 21st position in Apr-Jun’23. In Jul-Sept’23, there were total of five new entrants of brands in the top 10 brand list compared to Apr-Jun’23. UPI Chalega was an exclusive brand present in Jul-Sept’23 over Apr-Jun’23.

    Programmatic was the leading transaction method for digital advertising of the BFSI sector in Jul-Sept’23 with 73 per cent of the share. Programmatic and programmatic/ad network transaction methods together captured 86 per cent share of BFSI ad impressions on digital.

  • HDFC Bank launches star-studded PayZapp campaign

    HDFC Bank launches star-studded PayZapp campaign

    Mumbai: HDFC Bank announced the launch of a PayZapp campaign. The campaign features actors Tiger Shroff, Prabhu Deva and Kapil Sharma utilising their immense popularity for a wide consumer connection.

    The tongue-in-cheek campaign, conceptualised by Wondrlab India, a martech network, includes three films featuring the three actors wherein each showcases a range of payment choices that PayZapp offers. The campaign came from the insight that some people live their whole lives without having choices, but now they do not have to, at least when it comes to payments.

    HDFC Bank group head, chief marketing officer and head direct to consumer business Ravi Santhanam said, “With PayZapp, we have revamped the payment experience for all consumers extensively, making the journey smoother and easier – be it via UPI, cards or PayZapp wallet. It is not just a payment app; it is a lifestyle enabler. We want to reach every part of the country aiming to be the preferred choice of payment app for consumers. The three films on PayZapp have beautifully captured the essence of our brand message.”

    Wondrlab India the CCO and co-founder Amit Akali said, “We took a contrarian approach while conceptualising the campaign. We explored how we can drive the point of unlimited choices by showing the viewers what happens when they don’t have a choice in life. That is why, we cast the celebrities most known for something, tired of only being seen in those specific roles and wishing for more choices.”

  • Indian Digital BrandFest 2023: Accelerating Modern Marketing Practices

    Indian Digital BrandFest 2023: Accelerating Modern Marketing Practices

    Mumbai: The 3rd edition of Indian Digital BrandFest 2023 kicked off and had brands, advertisers, and tech platforms discuss all these trends and more. The summit looked at the latest trends driving the change in consumer behaviour and how it has impacted the industry’s growth.

    Whether it was a boom in influencer marketing or the popularity of short video platforms, brands did not hesitate to jump onto the digital bandwagon to up their marketing game. So Indian television.com is taking this opportunity to bring a host of industry experts together under one roof to discuss all these new trends shaping the future.

    The panellists for this session were HDFC Bank VP- growth marketing & martech Deepak Oram, Pernod Ricard India lead digital communications Shetanshu Dixit, Titan Company Ltd e-commerce channel head-watches category Afzal Hussain, The Sleep Company CMO Ripal Chopda, MiQ global commercial board member Siddharth Dabhade, Pocket Aces senior VP and clout & head of strategy Vinay Pillai. The session chair for this panel was Ernst & Young LLP marketing advisory services & partner Amiya Swarup.

    Swarup started the session by saying how marketing practices have evolved over 4-5 years and how digital mix in an overall medium spends has increased from less than 2 per cent to over 20-30 per cent for many other brands. He questions the panellists on how modern marketing has changed over the last few years and the ecosystem over the allocation of marketing budget in terms of skill and re-organisation.

    Dabhade said, “Data is playing a very important role as digital channels have increased a lot. The digital footprint has increased in marketing and brands as well. So companies and brands are collecting a lot of data and then trying to make sense of the data they are collecting. The biggest trend we are seeing from a media perspective is that offline TV is going digital as well. All the channels will become digital as we go along with that, more data will go in and from there, AI will start playing a very big role in marketing.”

    Dikshit said, “It has more to do with tracking. There’s a separate in-house created tool, to track the entire distribution to the last mile. I think there are a lot of in-house specialist roles created today. Gone are the days when there was one person doing all”

    Oram replied by saying, “Software has now become such an important part of our marketeer’s life. It is. You can’t survive without it.”

    Pillai commented, “If you avoid content, you might completely miss out on building a brand and building a perception of your brand. This is where content marketing is not just crucial, it is essential.

    Chopda added on by saying,”Your cost per reach or your cost of acquisition is dependent on the number of people at the end of the day you want to acquire or at the end of the year. And that’s how your data works with you.”

    Hussain said, “E-commerce is seen as a garden of growth and possibilities, which is largely true, but it’s also a graveyard.”

    Swarup concluded the session by saying he was positive about how upcoming brands are doing in data and technology and continue to enable it in marketeer’s lives.