ITV

Tag: Hindustan Unilever

  • E-com, Media, and Retail saw hike in ad volumes across media during Ganesh Chaturthi: TAM AdEx

    E-com, Media, and Retail saw hike in ad volumes across media during Ganesh Chaturthi: TAM AdEx

    MUMBAI: A total of 450+ categories, 6400+ advertisers, and 8500+ brands advertised across mediums (TV, print, and radio) during the festive period of Ganesh Chaturthi (22 August to 12 September), as revealed by a latest TAM AdEx data report.

    As compared to the last year, the top category of Food and Beverages saw an increase of 9 per cent in ad volumes. Following it were Personal Care/Personal Hygiene and Services, which recorded a dip of 17 per cent and 16 per cent respectively.

    Retail saw an increase of 40 per cent in ad volumes, across media, laundry 38 per cent and household products 14 per cent, the data revealed.

    The top category to advertise across media, Toilet Soaps recorded a dip of 16 per cent across media, as compared to the last year. E-commerce, social media, entertainment category gained 81 per cent in ad volumes, Retail Outlets-Jewellers 57 per cent, and Washing Powders/Liquids 45 per cent.

    The top advertisers included Hindustan Unilever. Reckitt Benckiser, and Godrej, on the top three sports. Leading brands, in terms of ad volumes were Lizol, Trivago, and Vivo S1. 


     

  • Geometry Encompass, HUL address sanitation at Kumbh Mela 2019

    Geometry Encompass, HUL address sanitation at Kumbh Mela 2019

    MUMBAI: To address the issue of sanitation, Geometry Encompass conceptualised and created four campaigns for Hindustan Unilever’s home and personal care brands, namely Active Wheel, Lifebuoy, and Vim at the ongoing Kumbh Mela.

    For Active Wheel, it surrounded its campaign around Kalpavas – a 30-day period of living in austerity and following a fixed schedule to transform the inner consciousness. Geometry Encompass recognised that it was a big challenge for the Kalpvasis to wear fresh clothes every day and thus conceptualised a unique ‘Wheel Wash-o-Cycle’ – a drum attached to a bicycle, which rotated on pedalling the cycle, recreating the function of a washing machine. Devotees simply had to fill the drum with water, add their clothes, sprinkle Active Wheel detergent powder, and pedal for 10-12 minutes, to enjoy fresh, clean clothes, free of cost.

    Two such Wheel Wash Stations were set up at the Kalpavasi tent city, each with more than 20 installations of ‘Wheel Wash-o-Cycle’, which use no electricity, save water, and can be easily used by anyone. Active Wheel also ensured an adequate supply of clean water and drainage systems in place. Through this, over 30,000 devotees were able to enjoy the comfort of fresh clothes during the Kumbh Mela. The brand has decided to donate the Wheel Wash-o-Cycles to nearby villages, post Kumbh, thereby continuing to make a difference in people’s lives. Active Wheel will also train the villagers to make the machine themselves, thus reducing the effort needed for manually washing clothes and empowering women to realise their ‘Fresh Soch’. By these efforts, Wheel hopes to help women realise their own dreams and entrepreneurial aspirations, and even earn revenue that they can help their families with.

    Geometry Encompass took the agenda of ensuring sanitation at the Kumbh Mela a step further when it worked with Lifebuoy and conceptualised two innovative campaigns to remind devotees to wash their hands after using the restroom as well as before eating their meals.

    In the first campaign, they developed an innovative ink after 3 months of rigorous research and testing. The ink was developed into a stamp which becomes an active reminder to wash hands. A visual red stamp was marked by over 150 Lifebuoy representatives who stamped 10,000 hands per day. As the devotees put their hands under a tap, the stamp lathered into soap and helped provide superior germ protection, ensuring a hygienic stay at the Kumbh. As a result, there were several attendees who approached promoters to have their hands re-stamped for later, and used a total of 3 lakh stamps to wash 6 lakh hands over the 30 days activity.

    Taking it one notch higher, Geometry Encompass and Lifebuoy distributed thalis, which were engraved with a message – ‘Kripaya pehle sabun se haath dhoyein’ (please wash your hands with soap first). The Lifebuoy branding was a part of the thalis which were distributed at meal centres, to be washed and reused, effectively delivering the message to millions of visitors. Lifebuoy also addressed the issue of washing one’s hands after visiting the washroom by stamping the hands of those using public restrooms with an ink that had a layer of soap on it. The ink dissolved on contact with water, ensuring their hands were washed thoroughly.

    Appreciating Lifebuoy’s efforts, ACMO Dr VK Mishra, nodal officer sanitation Kumbh Mela Prayagraj said, “We appreciate the role played by Lifebuoy as ‘Swasthya Sehbhagi’ (Hygiene Partner) in this grand event to spread the message of hygiene and sanitation. We are hopeful that these initiatives will help drive a behavioral change among the masses.”

    Geometry Encompass also highlighted the efficacy of Vim dishwashing soap by replacing mirrors in public restrooms with thalis washed with the brand. The plates were so clean and shiny that the reflective surfaces acted like mirrors.

    Speaking on the successful conceptualisation and execution of these campaigns, Geometry Encompass CEO Sukrit Singh said, “These campaigns are testament to a fulfilling two decade long partnership with HUL. I am proud that this partnership beyond the realm of advertising, is focusing on behavioural change instead. We, at Geometry-Encompass, strive to create pivotal consumer experiences in all the work we do. The year has just begun and we have already rolled out two of the most talked about campaigns at the Kumbh, I can’t wait for everyone to see what else we have in store!”

    Geometry Encompass managing partner Shankar Shinde said, “Geometry Encompass collaborated with HUL to play a pivotal role in creating impactful, purpose driven campaigns during Kumbh 2019. Be it the Lifebuoy Hygiene Stamp – that washes away germs and preconceived notions about personal hygiene and handwashing, or the Wheel Wash-o-Cycle, that inculcates the philosophy of “Pehno Fresh and Socho Fresh”. Fresh thinking is optimising the mundane task of washing clothes, encouraging women to fulfil their dreams in the time saved. These campaigns, embedded with a strong purpose of helping consumers at large, have helped create a lasting impact for HUL at the Kumbh.”

    Geometry Encompass executive creative director Arpan Jain added, “Being committed to inspiring action through behaviour and experience-led ideas, we’re constantly trying to move away from the idea of ‘sheep dipping’ people in a brand, and instead, focusing on creating behavioural change. While we recognise that habits do not change by just spreading the word; we also need to provide the right reasoning and tools at the right moment! With our Wheel Wash-o-Cycle and Lifebuoy Stamp of Hygiene campaigns, we are doing just that, providing consumers the right reasons and tools to enable behavioural change.”

  • Redmi Note 6 Pro most advertised in BARC week 47

    Redmi Note 6 Pro most advertised in BARC week 47

    MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands between 17 November 2018 – 23 November 2018.

    The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R): 2+ Individuals.

    The data demonstrates ads that were inserted the most in week 47 of 2018.

    Top Advertisers:

    For week 47, Hindustan Unilever Ltd stays on first position as the top advertiser and led with 126482 ad insertions on television. HUL's products include foods, beverages, cleaning agents, personal care products and water purifiers.

    Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic came in second with 69309 ad insertions followed by ITC Limited with 37322 insertions.

    Godrej Consumer Products Ltd stood fourth followed by Procter & Gamble India with 33192 and 30981 insertions respectively.

    Top Brands:

    Surprisingly, Redmi Note 6 Pro took the first spot with 16020 insertions. Trivago stood second followed by Flipkart.com with 12504 and 11319 insertions respectively.

    Axis Bank Credit/ Debit Card took the fourth position with 11270 insertions followed by Santoor Sandal and Turmeric with mere 10590 insertions.

  • BJP most advertised in BARC week 46

    BJP most advertised in BARC week 46

    MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands between 10 November 2018 – 16 November 2018.

    The data is a reflection of top 10 advertiser and brands across genre on Indian television (U+R): 2+ Individuals.

    The data demonstrates ads that were inserted the most in week 46 of 2018.

    Top Advertisers:

    For week 46, Hindustan Unilever Ltd stays on first position as the top advertiser and led with 1,30,795 ad insertions on television. HUL's products include foods, beverages, cleaning agents, personal care products and water purifiers.

    Reckitt Benckiser Ltd, maker of Dettol, Veet, Durex condoms, Strepsils, Air Wick, Harpic came in second with 81,467 ad insertions followed by ITC Limited with 39,506 insertions.

    Procter & Gamble stood fourth followed by Ponds India with 37,611 and 32,491 insertions.

    Top Brands:

    Surprisingly, Bharatiya Janata Party, the political party, took the first spot with 22,099 insertions. Netflix stood second followed by Trivago with 12,951 and 12,795 insertions respectively.

    Santoor Sandal and Turmeric took the fourth position with 11,222 insertions followed by Dettol Liquid Soap with a mere 9,487 insertions.

  • Tiger Shroff joins 6 Pack Band 2.0 for mental disability awareness

    Tiger Shroff joins 6 Pack Band 2.0 for mental disability awareness

    MUMBAI: Being differently abled is not a choice, however, acceptance certainly is. And the youth film studio of Yash Raj Films, Y-Films, launched India’s first ‘Isspeshal band’, the Red Label 6-Pack Band 2.0 comprising of six teens between the ages of 13 to 18 with special needs but incredible music skills, drive and passion in partnership with Brooke Bond Red Label with exactly that as an agenda – to build awareness and acceptance on mental health and disability.

    Bollywood actor and youth icon Tiger Shroff has joined hands with them to get the message out there to as many people as possible.

    Commenting on this, Shroff says, “Children are our future and it was so inspiring to get to know and perform with the 6-Pack Band. I love how each one of them takes each day as it comes with a smile. I think all of us can learn how to be more patient, understanding and accepting of all our differences and make this world a more inclusive place.”

    The ad urges people to open their minds against biases, prejudice and accept people irrespective of their differences. The music video featuring Shroff has actually been inspired by a real-life incident involving a differently abled person who was bullied; an experience that most special needs people and their parents have been through at some stage.

    Hindustan Unilever Brooke Bond Red Label general manager adds, “Brooke Bond Red Label believes in urging people to question their prejudices and open their minds to the possibilities that a more accepting world open up. We are delighted about the launch of Brooke Bond Red Label 6 Pack Band 2.0’s next song which is yet another call for a more inclusive world.”

    Mindshare president of client leadership Amin Lakhani mentions, “Changing mindset is a steady and gradual process and with this number we strive to get closer to doing just that. Having a personality like Tiger Shroff on board, embracing, motivating and loving these kids with sheer genuineness is just what we needed to drive our message even more strongly.”

  • ASCI upholds complaints against 134 advertisements

    ASCI upholds complaints against 134 advertisements

    MUMBAI: ASCI has upheld complaints against 134 advertisements. In July 2016, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 134 out of 183 advertisements. Out of which, 44 belonged to the Healthcare category, 44 to the Education category, followed by 24 in the Food & Beverages category, 8 in Personal Care Category and 14 advertisements from other categories.

    Here is the complete list:

    Food & Beverages:

    Bonn Nutrients (Bonn Nu Health Bread):  The advertisement’s claim (in Hindi) as translated into English, “With calories low as 40 cal/slice” was not substantiated and was misleading by implication.

    Sonia Honey:  The claims in the advertisement “Sonia Honey scored the highest on the main parameters of honey purity in a recent analysis of all Indian branded and unbranded honey” and “Sonia Honey The perfect natural Sweetner is: Anti-Aging, Anti- Cancer”, were not substantiated and are misleading.

    KP Group (Kamla Pasand Pan Masala): The advertisement features Rajneesh Duggal – a celebrity from the field of entertainment for a product which has a health warning “Pan Masala is injurious to health” and which cannot be purchased or used by minors. Minors are very likely to be exposed to the advertisement. The celebrity in the advertisement would have a significant influence on minors who are likely to emulate the celebrity in using the product. The advertisement contravened Chapter III.2 (e) of the ASCI Code, which specifically states that Advertisements “Should not feature personalities from the field of sports and entertainment for products which, by law, require a health warning such as “Panmasala is injurious to health” in their advertising or packaging.”

    G. K. Tobacco Co. Pvt. Ltd. (Zafri Pan Masala): The visual of a “women pillion rider without a helmet” as depicted in the advertisement of Zafri Pan Masala shows violation of traffic rules and also is an unsafe practice.

    Health care:

    American Instrument: The Advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis.  American penis enlarger free.  Get rid of small, thin crooked penis and make it thick, hard and firm.  Improve your sperm count, infertility, premature ejaculation, firmness, nightfall, childlessness can be cured and increase your sex time by 30-45 minutes with energetic oil, excitement capsule, 16GB memory card free.  Money back guarantee”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of infertility, childlessness’. This is in breach of the law as it violated The Drugs & Magic Remedies Act. 

    Japani Instrument: The advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis?  Get Japanese penis enlargement instrument free.  As soon as you use Japanese penis enlargement instrument you can make your penis longer, thicker, weak topo firm and stronger. Increase your sex time from 30 to 45 minutes. Nightfall, premature ejaculation, infertility, impotency, low sperm count and childlessness can be cured.  45 days course for an artificial vagina and artificial penis.  100% guarantee.  No side effects”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of childlessness. This is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Nurture Healthcare (Ayurex-S Vitality Capsules): The advertisement’s claim (in Hindi) as translated into English, “It’s the right of every Man, to lead a happy married life”,  “For Men only”,  “Vitality Capsule”,  “If you are worried about low, excessive weakness, then consume AYUREX-S capsule and with its help, do the work successfully with the capacity and power”,  “My Wife says I am more energetic than Before”,  “In some days my married life has become exciting and happy, thanks to Ayurex-S”,  were not substantiated with product efficacy data,  and are misleading by exaggeration. Also, these claims when read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Personal care:

    Himalaya Company (Himalaya Facewash): The advertisement’s claim in Hindi, “Isme hai neem aur haldi ki kudrati achchai Jo aapko har tarah ki skin problems se suraksha de” (“This has the goodness of neem and haldi that gives you protection from every skin problems”) was not substantiated with product efficacy data, and the claim is misleading by exaggeration.

    Gillette India Ltd. (Gillette Vector): The advertisement’s claim offers, “Save Rs. 30/- in comparison to Vector 2s pack”, is misleading by omission of a disclaimer to mention the exact price comparison with the post price increase of the product.

    Hindustan Unilever Ltd. (Axe Deodorants): The advertisement’s claim, “When it gets hot, the fragrance is boosted”, was not adequately substantiated with consumer perception data, and is misleading by implication. 

    Glaxosmithkline Consumer Healthcare Ltd. (Sensodyne Toothpaste): It was noted that the source and date of research and criteria for assessment for the claim, “Worlds No. 1 sensitivity toothpaste”, was not indicated in the TVC. In addition, the supers in the Hindi TVC were not in the same language as the audio of the TVC, they were not legible, and the hold duration of the supers was short. The TVC also contravened the ASCI Guidelines for Supers.

    Education:

    Guru Nanak Institute of Management: The advertisement’s claims, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated with evidence to prove that the students have availed the claimed salary packages, and the claims are considered to be misleading by exaggeration.

    Dhruva College of Management: The claims in the advertisement, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated and was misleading.

    Biju Patnaik Institute of Information Technology & Management Studies: The claims in the advertisement, “Placement Percentage- 2013: 95%, 2014: 96%, 2015: 97%”, were not substantiated with authentic supporting data (such as detailed list of students who have been placed through their Institute, contact details of students for verification, enrolment forms and appointment letters received by the students).  Also, the claims are considered to be misleading by omission of the details of batch size for which the claim would hold.

  • ASCI upholds complaints against 134 advertisements

    ASCI upholds complaints against 134 advertisements

    MUMBAI: ASCI has upheld complaints against 134 advertisements. In July 2016, ASCI’s Consumer Complaints Council (CCC) upheld complaints against 134 out of 183 advertisements. Out of which, 44 belonged to the Healthcare category, 44 to the Education category, followed by 24 in the Food & Beverages category, 8 in Personal Care Category and 14 advertisements from other categories.

    Here is the complete list:

    Food & Beverages:

    Bonn Nutrients (Bonn Nu Health Bread):  The advertisement’s claim (in Hindi) as translated into English, “With calories low as 40 cal/slice” was not substantiated and was misleading by implication.

    Sonia Honey:  The claims in the advertisement “Sonia Honey scored the highest on the main parameters of honey purity in a recent analysis of all Indian branded and unbranded honey” and “Sonia Honey The perfect natural Sweetner is: Anti-Aging, Anti- Cancer”, were not substantiated and are misleading.

    KP Group (Kamla Pasand Pan Masala): The advertisement features Rajneesh Duggal – a celebrity from the field of entertainment for a product which has a health warning “Pan Masala is injurious to health” and which cannot be purchased or used by minors. Minors are very likely to be exposed to the advertisement. The celebrity in the advertisement would have a significant influence on minors who are likely to emulate the celebrity in using the product. The advertisement contravened Chapter III.2 (e) of the ASCI Code, which specifically states that Advertisements “Should not feature personalities from the field of sports and entertainment for products which, by law, require a health warning such as “Panmasala is injurious to health” in their advertising or packaging.”

    G. K. Tobacco Co. Pvt. Ltd. (Zafri Pan Masala): The visual of a “women pillion rider without a helmet” as depicted in the advertisement of Zafri Pan Masala shows violation of traffic rules and also is an unsafe practice.

    Health care:

    American Instrument: The Advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis.  American penis enlarger free.  Get rid of small, thin crooked penis and make it thick, hard and firm.  Improve your sperm count, infertility, premature ejaculation, firmness, nightfall, childlessness can be cured and increase your sex time by 30-45 minutes with energetic oil, excitement capsule, 16GB memory card free.  Money back guarantee”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of infertility, childlessness’. This is in breach of the law as it violated The Drugs & Magic Remedies Act. 

    Japani Instrument: The advertisement’s claims (in Hindi), as translated into English, “Are you disappointed with a small penis?  Get Japanese penis enlargement instrument free.  As soon as you use Japanese penis enlargement instrument you can make your penis longer, thicker, weak topo firm and stronger. Increase your sex time from 30 to 45 minutes. Nightfall, premature ejaculation, infertility, impotency, low sperm count and childlessness can be cured.  45 days course for an artificial vagina and artificial penis.  100% guarantee.  No side effects”, were not substantiated and are misleading by gross exaggeration.  Also, the claims related to the product benefit read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure and the claims related to treatment of childlessness. This is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Nurture Healthcare (Ayurex-S Vitality Capsules): The advertisement’s claim (in Hindi) as translated into English, “It’s the right of every Man, to lead a happy married life”,  “For Men only”,  “Vitality Capsule”,  “If you are worried about low, excessive weakness, then consume AYUREX-S capsule and with its help, do the work successfully with the capacity and power”,  “My Wife says I am more energetic than Before”,  “In some days my married life has become exciting and happy, thanks to Ayurex-S”,  were not substantiated with product efficacy data,  and are misleading by exaggeration. Also, these claims when read in conjunction with the advertisement visual implies that the product is meant for enhancement of sexual pleasure, which is in breach of the law as it violated The Drugs & Magic Remedies Act.

    Personal care:

    Himalaya Company (Himalaya Facewash): The advertisement’s claim in Hindi, “Isme hai neem aur haldi ki kudrati achchai Jo aapko har tarah ki skin problems se suraksha de” (“This has the goodness of neem and haldi that gives you protection from every skin problems”) was not substantiated with product efficacy data, and the claim is misleading by exaggeration.

    Gillette India Ltd. (Gillette Vector): The advertisement’s claim offers, “Save Rs. 30/- in comparison to Vector 2s pack”, is misleading by omission of a disclaimer to mention the exact price comparison with the post price increase of the product.

    Hindustan Unilever Ltd. (Axe Deodorants): The advertisement’s claim, “When it gets hot, the fragrance is boosted”, was not adequately substantiated with consumer perception data, and is misleading by implication. 

    Glaxosmithkline Consumer Healthcare Ltd. (Sensodyne Toothpaste): It was noted that the source and date of research and criteria for assessment for the claim, “Worlds No. 1 sensitivity toothpaste”, was not indicated in the TVC. In addition, the supers in the Hindi TVC were not in the same language as the audio of the TVC, they were not legible, and the hold duration of the supers was short. The TVC also contravened the ASCI Guidelines for Supers.

    Education:

    Guru Nanak Institute of Management: The advertisement’s claims, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated with evidence to prove that the students have availed the claimed salary packages, and the claims are considered to be misleading by exaggeration.

    Dhruva College of Management: The claims in the advertisement, “Highest Salary Package: 8 Lakhs” and “Average Salary Package: 4.5 lakhs”, were not substantiated and was misleading.

    Biju Patnaik Institute of Information Technology & Management Studies: The claims in the advertisement, “Placement Percentage- 2013: 95%, 2014: 96%, 2015: 97%”, were not substantiated with authentic supporting data (such as detailed list of students who have been placed through their Institute, contact details of students for verification, enrolment forms and appointment letters received by the students).  Also, the claims are considered to be misleading by omission of the details of batch size for which the claim would hold.

  • Content Vs Market debate dominates: CMS Asia 2016

    Content Vs Market debate dominates: CMS Asia 2016

    MUMBAI: Post-lunch panels are always a challenge, but panellists – The 120 Media Collective’s Roopak Saluja, Optimystix Entertainment’s Sanjeev Sharma, GroupM’s Tushar Vyas and Havas Worldwide’s Nirmalya Sen — at the Content Marketing Summit Asia 2016 were up for it as they discussed if media agency partners were ready for the client’s content marketing needs of the hour.

    Without much ado, the panel was quick to address how agencies should go about justifying the content marketing spends to clients who are still fairly rooted in the ATL mindset. “Its a challenge, yes, but the questions are only natural as the brand custodians too are placing their bets on something new. We, as agencies, need to be ready for those tough questions and help brands to look beyond the clicks and page views to really deep analytics like time spent, etc. The fact that a Hindustan Unilever, which is as traditional as they come, placed their bets on the content market is itself laudable,” Saluja said.

    Going a step further in the measurement debate, Saluja stressed the need to educate brands on what numbers really matter and the fact that there is no one measurement metrics that works for all brands. It depends on the brand’s objective in different parts of the purchase cycle. “When you are able to charge on a non-commoditised basis, there will be a huge positive shift in the content marketing business.” Not every brand needs to be on the content marketing format, Saluja added.

    Vyas confessed that the Indian market isn’t there yet when it comes to truly successful content marketing, be it scale or depth. ”Clients more often look for a short-term campaign-based engagement, but content is a longer commitment, and hence harder to crack. But, on the positive side, we have a thriving ecosystem of content in all formats and a hungry bunch of content producers that the digital disruption has produced. Agencies need to be on their toes to spot and make the best use of them,” he said.

    Sharing the perspective of a relatively young agency in the market, Havas Worldwide’s Nirmalya Sen pointed out that being relatively young in the market has helped it to watch and learn from the other media management empires, while being driven by digital at the core. “We dont have division, there is only one Havas, and digital is at its heart. We don’t have a separate PNL from which we make revenue, we work as one, which helps us handle content and resonate the brand’s attitude in it across all platforms and forms of communication.”

    What clearly emerged as the point of debate was — Did content come first in content marketing, or did marketing come first?

    For Suluja, it’s content all the way. “Brands need to under stand that there is a difference between branded content and content marketing. It is not about how many times a reference is made to the brand or how many times the logo pops up in the video or whatever piece of content. For a piece of content to work for a brand, it needs to be engaging to the viewer/ consumer, who is very intelligent and aware. The idea is to not make a long ad film but a truly engaging content.”

    Sen, on the other hand, felt that marketing had a larger role to play in content marketing, and caution needs to be maintained when content can be married to a brand, as a brand has its own attitude, which must come through in the content.

    Sharma was quick to point out that there existed a school of thought in the industry which considers content marketing as another fancy word for advertising. Vyas responded to it saying, “What we are doing to engage consumers is completely different from conventional ads. As we go along, content will have to do with having a conversation with the consumers. The kind of talent and mindset needed is different. There is nothing to sell them but the point is to engage.

    Talent is another challenge to successful content marketing that the panel identified, and each had his own perspective. “It is not possible to in-source everything in today’s environment – partnership is the way. As an agency, we need to be tea-testers as we are integrating multiple talents into our ecosystem,” said Tushar.

    On the other hand, Sen professed the importance of in-house talent. “If we are not sitting under one roof and addressing problems from a brand’s perspective as one unit, it is not going to work.”

    The takeaway from the panel was perhaps Sharma’s line: It is easier to teach content producers about brands than brands about content.”

  • Content Vs Market debate dominates: CMS Asia 2016

    Content Vs Market debate dominates: CMS Asia 2016

    MUMBAI: Post-lunch panels are always a challenge, but panellists – The 120 Media Collective’s Roopak Saluja, Optimystix Entertainment’s Sanjeev Sharma, GroupM’s Tushar Vyas and Havas Worldwide’s Nirmalya Sen — at the Content Marketing Summit Asia 2016 were up for it as they discussed if media agency partners were ready for the client’s content marketing needs of the hour.

    Without much ado, the panel was quick to address how agencies should go about justifying the content marketing spends to clients who are still fairly rooted in the ATL mindset. “Its a challenge, yes, but the questions are only natural as the brand custodians too are placing their bets on something new. We, as agencies, need to be ready for those tough questions and help brands to look beyond the clicks and page views to really deep analytics like time spent, etc. The fact that a Hindustan Unilever, which is as traditional as they come, placed their bets on the content market is itself laudable,” Saluja said.

    Going a step further in the measurement debate, Saluja stressed the need to educate brands on what numbers really matter and the fact that there is no one measurement metrics that works for all brands. It depends on the brand’s objective in different parts of the purchase cycle. “When you are able to charge on a non-commoditised basis, there will be a huge positive shift in the content marketing business.” Not every brand needs to be on the content marketing format, Saluja added.

    Vyas confessed that the Indian market isn’t there yet when it comes to truly successful content marketing, be it scale or depth. ”Clients more often look for a short-term campaign-based engagement, but content is a longer commitment, and hence harder to crack. But, on the positive side, we have a thriving ecosystem of content in all formats and a hungry bunch of content producers that the digital disruption has produced. Agencies need to be on their toes to spot and make the best use of them,” he said.

    Sharing the perspective of a relatively young agency in the market, Havas Worldwide’s Nirmalya Sen pointed out that being relatively young in the market has helped it to watch and learn from the other media management empires, while being driven by digital at the core. “We dont have division, there is only one Havas, and digital is at its heart. We don’t have a separate PNL from which we make revenue, we work as one, which helps us handle content and resonate the brand’s attitude in it across all platforms and forms of communication.”

    What clearly emerged as the point of debate was — Did content come first in content marketing, or did marketing come first?

    For Suluja, it’s content all the way. “Brands need to under stand that there is a difference between branded content and content marketing. It is not about how many times a reference is made to the brand or how many times the logo pops up in the video or whatever piece of content. For a piece of content to work for a brand, it needs to be engaging to the viewer/ consumer, who is very intelligent and aware. The idea is to not make a long ad film but a truly engaging content.”

    Sen, on the other hand, felt that marketing had a larger role to play in content marketing, and caution needs to be maintained when content can be married to a brand, as a brand has its own attitude, which must come through in the content.

    Sharma was quick to point out that there existed a school of thought in the industry which considers content marketing as another fancy word for advertising. Vyas responded to it saying, “What we are doing to engage consumers is completely different from conventional ads. As we go along, content will have to do with having a conversation with the consumers. The kind of talent and mindset needed is different. There is nothing to sell them but the point is to engage.

    Talent is another challenge to successful content marketing that the panel identified, and each had his own perspective. “It is not possible to in-source everything in today’s environment – partnership is the way. As an agency, we need to be tea-testers as we are integrating multiple talents into our ecosystem,” said Tushar.

    On the other hand, Sen professed the importance of in-house talent. “If we are not sitting under one roof and addressing problems from a brand’s perspective as one unit, it is not going to work.”

    The takeaway from the panel was perhaps Sharma’s line: It is easier to teach content producers about brands than brands about content.”

  • GCPL’s Sunil Kataria is ISA’s new chairman

    GCPL’s Sunil Kataria is ISA’s new chairman

    MUMBAI: The newly elected executive council of the Indian Society of Advertisers (ISA) has recently elected Godrej Consumer Products SAARC and India -business head Sunil Kataria as the chairman.

    On his election, Kataria said, “Our focus would be to deliver the desired benefit to the advertisers and other stakeholders. I look forward to working with all and make this a credible, meaningful and business impacting ecosystem.”

    Kataria joined GCPL in 2011 to oversee the sales and marketing organisation for the India and SAARC businesses. He has diverse work experience across FMCG and consumer services sectors in sales, marketing and business. He had a stint of 12 years at Marico Industries.

    Other members of the Executive Council are as follows:

    Atul Agrawal, SVP-Corporate Affairs, Group Corporate Communications, Tata Services
    Anuradha Aggarwal, Chief Marketing Officer, Marico
    Abraham Mathew Alapatt, President & Group Head-Marketing, Service Quality, Financial Services & Innovation, Thomas Cook (India)
    Narendra Ambwani, Director, Agro Tech Foods
    Ajoy H Chawla, Sr. VP, Chief Strategy Officer, Titan Company
    Paulomi Dhawan, Advisor, Raymond
    Sonali Dhawan, Brand Director, Procter & Gamble Hygiene & Health Care
    Chandru Kalro, Managing Director, TTK Prestige
    Sandeep Kataria, Director – Commercial, Vodafone India
    Sandeep Kaul, Divisional Chief Executive – India Tobacco Division, ITC
    Sandeep Kohli, Executive Director – Personal Care, Hindustan Unilever
    Beena Koshy, Executive VPr, Advertising, Digital & Branding, Bajaj Electrical
    Bharat V Patel, Independent Director, Birla Sun Life Asset Management Company
    Prashant Richard Peres, Director Marketing Chocolate, India, Mondelez India Foods
    Ramakrishnan Ramamurthi, Vice-Chairman, Joint MD & Group CEO, Polycab Wires
    Samardeep Sunil Subandh, Chief Marketing Officer, Flipkart
    Amit Tiwari, Director, Philips India
    Brahm Vasudeva, Chairman, Hawkins Cookers

    ISA has advertiser members from across industries who contribute to approximately over two-thirds of the annual national non-governmental ad spends. ISA played a significant role in the formation of BARC and is closely partnering with it towards advertisers getting robust and credible data.