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Tag: Hypercollective

  • Nihilent acquires Hypercollective, a cross-disciplinary innovations agency

    Nihilent acquires Hypercollective, a cross-disciplinary innovations agency

    MUMBAI: Nihilent, a global consulting and services company that uses human-centered approach for problem-solving and change management, has announced the acquisition of ‘Hypercollective’, a cross-disciplinary innovations agency that solves real world problems for brands, corporations, and governments.

    Further to this acquisition, creative guru, KV Sridhar, popularly known as ‘Pops,’ former Founder and Chief Creative Officer of Hypercollective will continue to look after all the creative initiatives at Nihilent and Hypercollective. Nihilent’s technology stacks used for a deeper understanding of the customers, will be amplified with Hypercollective’s creative capabilities to bridge the gap between technology, digital, spatial, and creative.

    Commenting on the acquisition, L.C. Singh, Director and Executive Vice-Chairman, Nihilent, said, “Nihilent is glad to have Hypercollective onboard, we look forward to providing our customers a greater degree of interaction experience by offering them in-depth insights on consumer behaviour. This will not only help them understand granular details of what the consumer wants, but also enable businesses to undergo a smooth digital transformation.”

    “The customer is all-pervasive, granulating their needs, wants and aspirations is the key to any successful service. Given this backdrop, this acquisition gives us the unique capabilities that will further complement our human-centered approach. Leveraging our mutual strengths, we are well-positioned to offer brand management, UI design, digital, creative, spatial and consumer research", added Minoo Dastur, President and CEO, Nihilent.

    Nihilent, KV Sridhar, Chief Creative Officer, Nihilent said, “While technology plays a vital role for any enterprise, Hypercollective’s strengths in creating an interaction experience will be amalgamated with Nihilent’s consulting, design thinking, and technology capabilities which will enhance our offerings. I have always had a keen interest in technology, specifically in Artificial Intelligence (AI). I look forward to achieving that perfect balance between technology and creativity.”

    The Evolving Consumers and the Enterprise

    Consumers are adopting newer digital technologies which pose additional challenges to the enterprises. Brands need to connect and provide unique experiences to omnichannel consumers. Therefore it is imperative to granulate the customers’ needs, wants, and aspirations to build successful services and products.

    Enterprises of today are not only looking at service providers for development of software to run their business in this digitally driven world, they are also catering to the changing dynamics of consumer behavior – both online as well as offline. 

  • NTO ambiguity resulting in ad rev drop for small broadcasters, niche channels

    NTO ambiguity resulting in ad rev drop for small broadcasters, niche channels

    MUMBAI: Just when it felt like the dust on the NTO had settled, Telecom Regulatory Authority of India (TRAI) came out with yet another consultation paper reviewing the order, seeking more fundamental changes in channel pricing and bouquet formation. As clarified by TRAI chairman RS Sharma, while the regulatory body does not plan to revise the pricing framework, it is surely looking at fine-tuning the existing parameters as consumers are facing certain issues because of the current set of rules.

    This has once again left a big question mark on the fate of broadcasters and might have a bigger impact on advertising revenues as well.

    Y&A Collective co-founder S Yesudas told Indiantelevision.com that this uncertainty over the tariff order and channel pricing will impact nice channels the most, resulting into a dip in their revenue.

    He said, “The biggest sufferers will be niche channels, particularly those which are mid and bottom-rung. Even as the power to choose rests with consumers and the general mindset of sensitivity for the paid-for options resulting in those always taking precedence, the snacking-in viewership will reduce.  Between the two time periods, pre-new tariff order to July 19, there’s apparently already a drop of approximately 7 per cent of the total TV impressions. This will consequently mean revenue reduction.”

    HyperCollective founder and CCO KV Sridhar (Pops) also agreed that the past few months have seen a dip in the revenues for broadcasters, barring a few big ones, because of many reasons like the economic slowdown and growth of digital bouquets, along with the NTO.

    “The NTO is putting a lot of pressure on the broadcasters and some easing out is required, maybe not so suddenly but definitely. The bigger groups like Star and Sony can survive in the turmoil, but it is difficult for smaller groups, especially independent channels and some regional channels,” he said.

    TheSmallBigIdea CEO & co-founder Harikrishnan Pillai shared that this ambiguity over the tariff might result in advertisers taking their money to digital platforms than spending on television.

    He said, “One needs to reckon that any industry with fluttering policy fuels questions on its stability. While TV broadcasting is the most robust of all mediums, the effect of such policy-based tremors cannot be ignored. Especially by smaller TV channels, which already are fighting for eyeballs. It is likely that they might be ignored by the advertiser for other lucrative digital options. Investment into fresh content might take a back seat, which might further make it difficult for certain channels to attract advertisers on the back of new shows."

    Sridhar also noted that the loyalty of the consumer is with the content and not the channel. If they can access the same content on OTT platforms or other media, they will not want to spend on purchasing the channels.

    He further elaborated, “Advertisers are interested in viewership only. Also, they would play their ads during the content that is relevant to them. They are not going to place an ad on your channel even if you offer cheaper slots, or guarantee greater reach. Every advertiser is looking for relevant content now. If the content is not good, your channel will drop. OTT, therefore, is a big hindrance for the broadcasters in getting revenue.”

    While the tariff order seems to be generating problems for the broadcasters, Yesudas feels that it will be beneficial for the marketers and advertisers. He said, “Marketing and adverting industry will only stand to gain from this as there will be further consolidation of the viewership pie.  While the top-rung channels will find a place in almost all media plans (with reduced  cost per contact) the mid-and bottom-rung channels which no longer can only stay focused on transactional and passive advertising time selling will also embrace true innovation in helping clients solve certain marketing challenges within a segment of consumers, they can influence.”

  • COCO by DHFL general insurance takes on gender stereotypes

    COCO by DHFL general insurance takes on gender stereotypes

    MUMBAI: COCO by DHFL General Insurance has launched its first digital-only campaign #CareMoreHaveMore for its retail two-wheeler policy – COCORide, a unique comprehensive insurance policy offering a bouquet of options and additional covers that can be customised to suit one’s exact needs.

    The digital campaign focuses on two key aspects – women empowerment and protection for one’s loved ones and prized possessions.

    COCO by DHFL General Insurance embraces the thought that a bit of extra care today goes a long way in ensuring a more prosperous future. Showcasing the need for motor insurance, the first leg of the #CareMoreHaveMore campaign speaks to two-wheeler owners, revealing how insuring one’s two-wheeler vehicle today can provide long term benefits. The digital campaign provides a reflection of a daughter’s readiness to take on the world on her own as she has learned an invaluable lesson – “to care more is to have more.”

    Through this campaign, COCO by DHFL General Insurance wants to celebrate women empowerment through a heartwarming coming of age story that lets us break stereotypes not explored before. A daughter confidently asking her father for the keys of his bike and then enjoying her secretive sojourn with it at night and early morning, before finally being entrusted with it—with the key message that caring more gives you more of the things that matter. Through this story, the brand aims to empower individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things.

    DHFL general insurance MD and CEO Vijay Sinha says, “Brand COCO by DHFL General Insurance is built on the tenet of empowering individuals to learn and be able to take care of the things that matter to them, thereby helping them have more of those things. A little care now, a lot more gain in the future. Utilising this one insight – the brand film for COCORide plays on two angles simultaneously. One is the more obvious one that is shown through the dynamics between the father and his daughter that caring for your bike also means readily being able to bank on your insurer. The second is more subtle and nuanced, which is of the father letting the daughter chart her own path in life without spoon-feeding her. This gives her a sense of achievement that is beyond him–but individually her own. In the end, when she’s handed the bike – it actually is a metaphor that she is now ready to take on the world because she has learnt the best lesson – to care more is to have more.”

    The #CareMoreHaveMore campaign has been conceptualised by advertising agency Hypercollective.

    On the creation of campaign, Hypercollective CCO and chairman KV Sridhar aka Pops adds, “As an organisation, we’ve always believed that brands that live by a purpose are the brands that can truly thrive. Add cultural truths to this mix and you have a campaign that can break through the clutter and touch your audience. After all, we’re in the business of human to human connection. Through this campaign, we’re not just breaking the stereotype that biking is a men’s game, but also extending the human value of care by exploring the relationship of a daughter and her father.”

    The brand film is directed by Punarvasu Naik whose recent success has been India’s biggest blockbuster Dangal as associate director.

  • Hypercollective brings up an BBG’s emotional short film on this Father’s Day

    Hypercollective brings up an BBG’s emotional short film on this Father’s Day

    The short film is created by Hyper Collective, an collaborative communication, technology and marketing company headed by KV Sridhar aka Pops.

    Hyper Collective head KV Sridhar Pops said “At the heart of Building Blocks Group are core values of Transparency, Integrity, Growth, Unity, and Excellence. We created a vision and purpose that would reflect exactly that. Your true wealth is not your money. Your true wealth is the happiness and growth of your children. With the context of Father’s Day, the film not only shows a father choosing to empower his daughters. But also where the new India is heading. Progress and change are the long term dreams of not just Building Blocks but all of India.”

    Building Blocks Group chairman and managing director Mallikarjun Reddy says “We are not in the business of selling land, we are in the business of helping people progress. We want to be people’s financial progress partners and the brand philosophy Your True Wealthstems from the same belief system. In a world driven by materialism, we want to emphasise the importance of investing in true wealth and that is your children’s future. This campaign will strengthen our vision as a brand and a company even more. I’m delighted to have Nitesh and Pops’ team create this iconic film for us.”

    The short film is directed by Nitesh Tiwari, one of the biggest film makers in the country. On the film, Nitesh shared, “The story and the message truly moved me, the subject of girl empowerment is very close to my heart and coming from partners like BBG & Pops, I simply couldn’t resist. As a filmmaker, I hope that the message reaches masses and they relate with it.”

    The short film is all about how a father chooses his daughter’s education over their marriage and decides to empower his daughter.