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  • Legendary Cricketer Harbhajan Singh Teams Up with 10CRIC as Brand Ambassador

    Legendary Cricketer Harbhajan Singh Teams Up with 10CRIC as Brand Ambassador

    Cricket fans, brace yourselves! The legendary Harbhajan Singh has teamed up with 10CRIC as their brand ambassador. Known for his fiery spirit and exceptional skills on the field, Harbhajan Singh, or Bhajji as fans affectionately call him, is set to bring his cricketing prowess and charisma to the world of online sports betting.

    This partnership promises to deliver exclusive insights, thrilling promotions, and a unique connection between fans and one of cricket’s greatest icons. Let’s dive into what this collaboration means for cricket enthusiasts and the online betting community.

    Harbhajan Singh’s Illustrious Career 
    Harbhajan Singh’s name resonates with cricket lovers across the globe. With over 700 international wickets to his name, he stands as one of the most successful off-spinners in cricket history.

    His journey from a small town in Punjab to becoming a cricketing legend is nothing short of inspirational. Harbhajan’s career highlights include key roles in India’s triumphs in the 2007 T20 World Cup and the 2011 ICC Cricket World Cup. His aggressive bowling style and knack for turning the game on its head made him a formidable opponent and a fan favourite.

    For Indians, Harbhajan Singh is an inspiration. His story shows us that anyone can make it to the big leagues with enough grit and determination, and his humble attitude despite his success makes him an ideal role model for youth everywhere.

    Harbhajan retired in 2021 after enjoying an illustrious career where he made it to the top echelon of cricket. However, as you now know, his story doesn’t end here.

    Why Harbhajan Singh and 10CRIC Make a Perfect Match 
    Harbhajan Singh’s decision to join 10CRIC as a brand ambassador is a strategic move that aligns perfectly with his persona and the brand’s vision. 10CRIC, a leading online sports betting platform, is known for its user-friendly interface, diverse betting options, and a strong focus on cricket.

    By bringing Harbhajan on board, 10CRIC is not only enhancing its brand credibility but also offering its users a chance to engage with cricket through the eyes of a legend.

    Harbhajan’s deep understanding of the game combined with his ability to connect with fans makes him an ideal ambassador for 10CRIC. His involvement will undoubtedly bring a wealth of knowledge and a touch of authenticity to the platform, making it even more appealing to cricket enthusiasts.

    For Harbhajan, it gives him a way to stay involved in the sporting world while boosting his notoriety further.

    Exclusive Insights and Analysis 
    One of the most exciting aspects of Harbhajan Singh’s partnership with 10CRIC is the promise of exclusive cricketing insights and analysis. Fans can look forward to detailed match predictions, player performance reviews, and strategic breakdowns from Bhajji himself. His decades of experience and on-field acumen will provide bettors with an unparalleled advantage.

    Imagine getting pre-match tips from someone who has faced the world’s best batsmen and bowled in the most pressure-filled situations. The insights from Cricket Legend Harbhajan will not only enhance the betting experience but also deepen fans’ understanding of the game’s nuances. Whether you’re a seasoned bettor or a casual fan looking to learn more, Bhajji’s analysis will be a game-changer.

    Engaging Promotions and Offers 
    In addition to his expert analysis, Harbhajan Singh’s role as 10CRIC’s brand ambassador will also involve launching exciting promotions and offers. These promotions are designed to keep the excitement alive and reward loyal users. From special bonuses to exclusive betting challenges, Harbhajan’s involvement will add a new dimension of thrill to the 10CRIC experience.

    These promotions will often tie into major cricketing events, giving fans even more reason to tune in and participate. Whether it’s a World Cup showdown or an intense IPL match, you can expect Harbhajan to bring his signature flair to 10CRIC’s promotional campaigns.

    Connecting with Fans 
    Harbhajan Singh has always had a special connection with his fans. His engaging personality and down-to-earth nature make him a beloved figure both on and off the field. As 10CRIC’s brand ambassador, Harbhajan will have the opportunity to interact with fans in new and exciting ways. Through live Q&A sessions, social media interactions, and exclusive content, Bhajji will bridge the gap between the cricketing world and the betting community.

    These interactions will provide fans with a unique opportunity to ask questions, share their thoughts, and gain insights directly from one of cricket’s all-time greats. Harbhajan’s presence on 10CRIC will undoubtedly make the platform more interactive and engaging for users.

    The Future of Online Betting with Harbhajan Singh 
    The collaboration between Harbhajan Singh and 10CRIC marks a significant milestone in the world of online sports betting. As the industry continues to grow and evolve, partnerships with iconic sports figures like Harbhajan are set to elevate the experience for users. His involvement brings a level of trust and credibility that is crucial for building a loyal user base.

    Looking ahead, fans can expect more innovative features, exclusive content, and enhanced betting options on 10CRIC. Harbhajan’s influence will likely extend beyond cricket, potentially involving other sports and expanding the platform’s reach. This partnership is just the beginning of an exciting journey that promises to revolutionise the online betting landscape.

    Conclusion 
    Harbhajan Singh teaming up with 10CRIC is a match made in cricketing heaven. His legendary status, deep cricketing knowledge, and charismatic personality make him the perfect brand ambassador for a platform dedicated to delivering the best sports betting experience. Fans can look forward to exclusive insights, engaging promotions, and interactive sessions with Bhajji, all of which will enrich their cricketing and betting experience.

    As the world of online betting continues to evolve, collaborations like this one are a testament to the growing intersection between sports and technology. With Harbhajan Singh leading the way, 10CRIC is set to become the go-to platform for cricket enthusiasts looking to enhance their understanding of the game and make informed betting decisions.

    So, gear up for an exciting ride with Bhajji and 10CRIC – where cricket meets unmatched expertise and entertainment. See you next time!

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  • Taboola releases India readership insights around popular topics

    Taboola releases India readership insights around popular topics

    Mumbai: As the calendar turns its final pages for 2023, Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today released the readership insights for the year 2023. Using topic insights, Taboola Newsroom used real-time audience analytics to discover some of the interesting and trending topics that caught Indian readers’ attention during the year. From space exploration and hosting the G20 summit to the Cricket World Cup, online shopping, festive kitchens, and Bollywood glitz, the nation has felt a range of emotions.

    Chandrayaan’s landing triumph and G20 leadership

    The year 2023 marked a significant triumph for Indian science with the successful soft landing of Chandrayaan-3 on the lunar surface on 23 August 2023. The nation collectively held its breath as the spacecraft made its descent, and when it touched down successfully, it not only etched a historic moment for the ISRO but also ignited the imagination of a nation that aspires to conquer the cosmic frontier. With over 12 million pageviews on the Taboola Newsroom witnessed between August and September, the images and data sent back by Chandrayaan-3 opened new chapters in scientific discovery, placing India prominently on the global space exploration map.

    Simultaneously, in a pivotal moment for global diplomacy, India assumed the G20 presidency in 2023 between 9 September and 10 September, seizing the opportunity to shape the narrative on critical global issues. The G20 coverage emerged as a source of insights, attracting a significant readership of around one million on the Taboola Newsroom.

    Exciting cricket highlights from the world cup

    The familiar roar of cricket enthusiasts was witnessed on the Taboola Newsroom as the ICC Cricket World Cup took the spotlight, with over 53 million pageviews during October and November, showcasing the unwavering passion of Indian cricket fans. The stadiums echoed with cheers, and the streets buzzed with discussions as the cricketing battles unfolded. While the desired trophy remained elusive, the spirit, resilience, and passion of the Indian team left an enduring mark on the cricketing landscape.

    E-commerce Battleground and Festive Fasting

    The e-commerce battleground witnessed a spectacular showdown in 2023. As per the data by Taboola Newsroom, Amazon Great Indian Festival led the charge with more than 1.4 million pageviews in the month of October. The online marketplace overflowed with eager shoppers seizing the opportunity to indulge in gadgets, fashion, and more. What was once a mere transactional experience evolved into a nationwide celebration of savings and style, reaffirming the growing influence of e-commerce in shaping consumer experiences.

    As festivals adorned the calendar from October onwards, Indian kitchens became laboratories of culinary creativity. Navratri fasting recipes and Janmashtami delights danced their way into digital hearts, accumulating a staggering 20 million pageviews. These weren’t just recipes; they were tales of tradition, stories told through the sizzle of spices and the aroma of home-cooked love.  Social media was buzzing with food bloggers and home chefs sharing their creative spins on traditional fasting recipes, encouraging others to enjoy the fun of festive cooking.

    Cinematic magic unfolded with the launch of the year’s blockbuster movies

    Bollywood cast its spell in 2023. With the release of ‘Pathan’ in January and ‘Jawan’ in September. They emerged as the protagonists of box office tales, accumulating a whopping 38 million pageviews on the Taboola Newsroom. While the release of ‘Gadar’ in August, a reincarnation of historical epics, and ‘Rocky Aur Rani Ki Prem Kahani’ in July, a modern love symphony, added their chapters to the cinematic odyssey with 20 million and 15 million pageviews respectively. These weren’t just films; they were narratives that intertwined with the fabric of Indian storytelling, providing an escape, a mirror, and a shared experience for audiences nationwide.

    In the online world today, every click is like a vote or a shared emotion. Taboola’s Newsroom tells us about a country where people are connected by curiosity, dreams, and shared experiences. As we go into 2024, let’s think of these digital footprints as our guide. They remind us that on the internet, our stories, achievements, and dreams are all part of our shared journey.

  • Posterscope India executes an innovative campaign for TATA Mutual Fund

    Posterscope India executes an innovative campaign for TATA Mutual Fund

    Mumbai: In its most recent innovative campaign, Posterscope, an OOH (out-of-home) specialist agency from dentsu India, has executed an ambush advertising strategy for TATA Mutual Fund. Drawing inspiration from the ICC Cricket World Cup’s tagline, ‘It takes ONE DAY’, the brand announced ‘ONE DAY’ as the slogan for its new campaign – emphasising the power of investing through SIP to realise one’s financial goals.

    Located next to a massive 120×120 billboard at Bandra ROB (Road Over Bridge) in Mumbai, the campaign cleverly capitalises on ICC’s communication to highlight TATA Mutual Fund’s core messaging of achieving dreams through strategic and dedicated investment. It effectively conveys the brand’s ideology in a manner that resonates with the public, while remaining compliant with legal and ethical standards.

    Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “The execution was possible only because TATA Mutual Fund trusted us. The strategic placement was facilitated by our extensive industry network.”

    TATA Mutual Fund head of marketing Ashish Pawar added, “Our campaign stems from this insight that every individual has that dream of achieving their goals One Day, be it a secured retirement, or funding for their child’s future. In the current context, with One Day cricket being the talk of the town, we knew we had to leverage this opportunity through various mediums, to make people realise the importance of investing today, to get closer to their ‘One Day’. That is where our campaign thought comes in – ‘Karo Apne #OneDayInnings ki shuruwaat, SIP ke saath’. With this campaign, we aim to urge people to take the first step towards investing in TATA Mutul Funds through SIP.”

  • ScoutOP stars in ICC Cricket World Cup 2023 official anthem

    ScoutOP stars in ICC Cricket World Cup 2023 official anthem

    Mumbai: Indian gaming sensation Tanmay Singh aka ScoutOP who is part of 8Bit Creatives, a leading gaming talent management agency has become the country’s first-ever gamer to be featured in the official anthem for the ICC Cricket World Cup 2023 after starring in the exciting video alongside notable personalities including actor Ranveer Singh, composer Pritam, commentator Jatin Sapru, choreographer Dhanashree Verma and creator Be YouNick.

    By being the sole gamer to grace the promotional video of the highly anticipated cricket tournament, ScoutOP has not only made history but has also showcased how gaming is increasingly becoming part of the mainstream landscape in India. His inclusion signifies the growing interest among brands and advertisers to collaborate with gamers as a means to connect with their highly engaging and tech-savvy fanbase.

    Sharing his thoughts on being included in the promo for the ICC Cricket World Cup 2023, Tanmay Singh aka ScoutOP expressed, “It feels like a great moment of reflection! It shows how far Indian Gaming has come, and also makes me look back to my own journey. Sharing the stage with figures like Ranveer Singh and working with organizations like ICC for the International cricket event of the year, ‘ICC Men’s World Cup 2023,’ is truly special! Thankful to 8Bit Creatives for setting the stage for me to work on projects like these.”

    Following its official recognition as a multi-sport event by the government, Esports has made its way into prestigious tournaments such as the Olympics Esports Week and Asian Games 2022, establishing itself as a mainstream sport.

    “As a cricket fan, it is a personally happy moment as well. Looking forward to working on more audacious projects each day. Thanks to all my viewers & fans for their support in my journey! In India, Esports holds a promising future with increasing recognition, substantial rewards, and surging popularity. The gaming industry has evolved giving rise to a new content ecosystem primarily driven by Esports players, gaming content creators, and live streamers,” he added.

    With more than 4.85 million subscribers on YouTube and four million subscribers on Instagram, ScoutOP is one of the most influential gamers in India. The 27-year-old is part of India’s leading gaming talent management agency 8Bit Creatives which is home to the country’s best gaming talents and has a rich portfolio of curating exemplary campaigns with high-profile brands.

    “This is a big moment for 8Bit Creatives and the Indian Gaming Community. Congratulations to Scout for becoming the first and only gamer to be featured in an ICC Men’s World Cup anthem so far. India’s growing gaming network is the place to get your brand conversations going and we at 8Bit Creatives are proud to open doors like these for gamers,” commented 8Bit Creatives founder & CEO and S8UL co-founder Animesh Agarwal.

    According to the “Windows of Opportunity” report on India’s media and entertainment industry by FICCI-EY, the number of brands investing in Esports in India grew from 72 in 2021 to 80 in 2022, and it is estimated to reach 100 in 2023.

    This milestone will propel the entry of brands to aid the growth of collaborations with gaming creators within the video-gaming industry in India.

  • Sports viewership grows by over 90% in the last 4 years: BARC report

    Sports viewership grows by over 90% in the last 4 years: BARC report

    MUMBAI: The sports viewership on television, with around 90 per cent of growth, has gained most in the last four years among other genres, says Broadcast Audience Research Council (BARC) India in the yearly report of 2019. It was mostly dominated by cricketing events such as IPL and the world cup.

    According to the report, the 2109 International Cricket Council's Cricket World Cup match between India and Pakistan was the most-watched game between 2016-2019 garnering over 29 billion viewing minutes. The Indo-Pak match was one of the five events in 2019 that had garnered maximum eyeballs on the television screens.

    “Within sports, cricket retains its numero uno position; live cricket pockets 58 percent of viewing minutes of sports broadcasts. Beyond cricket, the most-watched sports on TV are kabaddi, wrestling and football, and combined they corner 85 per cent on viewing minutes,” the BARC 2019 report reads.

    Similarly, 2019 was an important year with respect to sports, especially cricket. The first-ever Pink Ball Test Match played in India was also a big draw; day one of the test match was viewed by 43 million people and clocked 2 billion viewing minutes.

    The report also mentions that more than 70 per cent of rural India watches the kabaddi tournament, whereas at least 52 per cent of urban India gets entertained by the wrestling matches. Similarly, football gets more than half of its viewership from Kerala, Assam, Sikkim, and West Bengal.

    India’s biggest domestic cricketing event, Indian Premier League, has only got bigger in 2019 since its inception in 2008. “In 2019, 424 million viewers, which is 51 per cent of total TV viewing population, watched live matches of IPL 12. It also showed that an additional 9 per cent watched tournament in restaurants, pubs and other such OOH locations.”

    The top ten advertisers for IPL 12 were Vivo V15/V15 Pro, Mobile Premier League, Swiggy, Bjyus, Fogg, Vimal Elaichi Pan Masala, and Sprite, among others. However, this year, the IPL’s thirteenth edition seems to be in doldrums amid the rising concern of the novel coronavirus.

    The 2019 marquee event ICC cricket world cup had pulled at least 509 million viewers at home and out-of-home, as 10 nations battled for supremacy. And, at least 2 million seconds of advertising featuring 192 brands played out over the tournament’s broadcast.

    The tournament was in England and Wales, and was supported by top advertisers such as BJYUS, Disney, Puro Heathy Salt, Fogg, Phonepee, Kamla Pasand Pan Masala, Nissan Kicks, and Vimal Elaichi Pan Masala, among others. This sports event was only viewed the most till the time India was in the tournament. As India was out of the race in the semis, the viewership declined.

    Despite viewership growth in the last four years, the sports genre has been ranked in the last position with a mere 1 per cent of total advertising volumes. genres such as news, GEC, and movies continue to account for over three-fourth of total ad volumes in 2019.

    Similarly, ESP Properties, entertainment and sports division of GroupM India, in its report, had said that the overall sports sponsorship industry grew by 17 per cent to Rs 9000 crore, and for the first time ever, the on-ground sponsorship grew by 25 per cent to Rs 2000 crore.

  • Hindi news genre gained growth in viewership last year

    Hindi news genre gained growth in viewership last year

    MUMBAI: Despite the overwhelming growth of digital platforms, television remains the most penetrated mass-medium in India. Although broadcasters battled worries like economic slowdown, the new tariff regime, the audience was not deprived of good programming. The entertainment segment saw returning seasons of Kaun Banega Crorepati, Bigg Boss along with popular fiction shows. Other important genres like sports and news were also full of attention-grabbing events like ICC Cricket World Cup, general election. 

    2019 has proved to be an action-packed period for the news channels leading more people to watch news. General Election, ICC Cricket World Cup, State Elections, terror strikes and counter measures,Rammandir Verdict, CAA-NRC issue – a bouquet of important events has helped the Hindi news genre to garner the highest viewership in 2019.

    In the Hindi Speaking Market (HSM), Hindi News genre has seen the highest growth in viewership, 26 per cent rise from 2018. Other than Hindi News, Sports genre has witnessed an increase of 22 per cent in 2019. While the year was eventful for the news genre, cricket content including international tournaments, T-20 leagues has definitely worked as a catalyst for the sports viewership growth.

    During the year, Hindi GEC genre has contained hit shows both in scripted and non-scripted format including Kundali Bhagya, Naagin, Taarak Mehta Ka Ooltah Chashmah, Kaun Banega Crorepati, Big Boss. But despite having good fiction shows and new formats, the genre has struggled to grow its viewership in the year. According to data, Hindi GEC viewership has experienced a fall of 23 per cent in viewership.

    Overall the year was a challenging one for the broadcast industry due to implementation of new tariff regime, economic slowdown. While the two factors have affected the entire ecosystem- the niche genres have struggled most, especially due to the new tariff order. The viewership of hindi movies, hind music genre has fallen by 21 per cent and 9 per cent respectively.

    Among the leading HSM channels, Aaj Tak, Sony Max, Star Sports 1 Hindi, were able to maintain their leadership in the respective genres. However, Aaj Tak which has been leading the Hindi News genre since last 19 years, is only National channel to maintain top position throughout the 52 weeks. Star Plus has emerged as the leading channel in Hindi GEC genre replacing Star Bharat with 15 per cent growth. At the same time, B4U Music has replaced Masti to lead the Hindi Music genre with a 12 per cent growth.

     

  • 2019 – A year of high action for the television news industry

    2019 – A year of high action for the television news industry

    Back in the day, a typical morning in an Indian household was incomplete without a cup of tea and a hefty printed newspaper. This might sound primitive to the current generation of digital natives but newspapers were, and, in fact, still are, a key source of news for many people.

    Over the last four decades, television and then the internet has changed the way we consume news. From one state-owned Doordarshan and a handful bulletins in the 70s, we have come a long way. While television is enjoying significant engagement, the mobile-first generation is consuming news through their smartphones.

    The fact that of the 880+ private channels in the country, 45 per cent are classified as news channels is a ringing endorsement of how television continues to be the preferred destination when people want to consume news that impacts their lives.

    News, especially television news is event-driven. 2019 proved to be a defining year for the television news industry as a whole. The year saw some of the biggest attention-grabbing events – General Elections, sports events such as ICC Cricket World Cup, terror strikes and counter-measures, passing away of popular political personalities, landmark rulings and parliamentary decisions etc. This year saw it all and had a large number of Indians watching the news. So much so, that not only English and Hindi news segment experienced high viewership, the entire news genre expanded its total viewership in the television universe.

    Elections clearly drive a strong spike in viewership of news channels. This year’s general elections was a huge event with a staggering 900 million prospective voters, resulting in the largest democratic exercise in the world. According to BARC India, counting day on 23 May brought an all-time high viewership for the English news channels. It alone led to an increase of 90 per cent versus the average of the previous four weeks with over 10 million people watching news in the last week of the elections.

    With the advent of technology, the consumption patterns have also evolved. It has proved to be a disrupting force across sectors and television is no exception. It has changed the way people interact with news while also enabling news channels to explore innovative solutions to engage with their viewers. At News18 Network, our technology platform has a comprehensive back-end catering to the entire content value chain from information collection to processing and presentation and further to distribution to all our news channels& digital/mobile platforms.

    During General Elections, we deployed systems for end-to-end data collection, processing, and dissemination that no other TV channel or media house did. Our massive strength of 1200 on-ground reporters spread across counting centres in the country led to fastest & authentic results. We also brought into play ELEX – A, a technological platform that captures all the relevant data pertaining to voting by the electorate, analyses it and applies algorithms to render a virtual display of a map with factual results. ELEX-A was used to provide viewers with a bird’s eye view of the exit polls and election results plotted over the map of India as AR graphics.

    On the counting day, we deployed ‘Magic Wall’, an analytical tool that uses artificial intelligence for election programming and result presentation. It was developed in association with CNN America. Powered by research done at the constituency level by the extensive News18 network, this innovative tool helped the breakdown of LIVE results based on parameters like demographics, industrial growth, farmer distress, millennial influence, impact of government schemes etc. These factors allowed our network to breakdown and explain the result and its impact on the viewers. This enabled us to present the results fast with impeccable clarity and accuracy.

    Today, integrated broadcast and digital newsroom operations generate a high level of synergy underneath, driving high-energy output for our shows. We have a very engaging line-up of shows and reporting from every corner of the nation. Social media has added another dimension to our reportage and engagement with live viewer interaction. Keeping viewers at the core of our content strategy, we also revamped our primetime line-up on CNN-News18 recently to make it more relevant for our viewers, increase their interaction through crisp news coupled with in-depth analysis.

    As viewers enjoy multiple choices in the news genre, driving loyalty is the key. However, events of national and regional importance and the resulting growth in viewership impact advertiser interest and revenues. The year 2019 has delivered high revenues in the news segment. That said, the effect also depends on the nature of the events. For instance, for general news category, the impact of Elections is far greater than the Union Budget, which is more of a business event.

    Elections are always a period of hyperactivity for the news channels. During this time, the pricing and the advertising fills both went up in the general news category. The counting day phenomenon alone delivered far more eyeballs than the IPL, one of the most-watched and televised events in the country.

    The news genre accounts for around 12.5 per cent of the total TV viewership and continues to be of interest for most categories. The segment not only attracts the male audience – considered the core target audience – but also female viewers who comprise almost 49 per cent viewers, as per BARC.

    News is consumed by influencers and decision-makers across sectors and industries. From CEOs and shareholders to trade audiences and regulators, everyone consumes news. As I said, during elections, viewership from across segments and regions goes up significantly and hence, the segment presents a lucrative opportunity to the advertisers and marketers. It reflects the dynamism and the constantly evolving nature of the television news and the consumers.

    Over 68 crore people i.e. almost eight out of 10 people tune-into News18 Network. Our clutter-breaking content draws viewers which helps brands achieve business and brand objectives. On the back of the scale and the reach, we have been able to provide the advertisers seamless brand integrations in the reportage.

    Moving forward we know that consumer attention will further become a scarce resource. We will ensure that our content delivery mirror’s changing consumption habits across screens – TV or mobile to create an enriching experience for our consumers. We will continue to undertake frequent consumer immersions to identify how they are consuming content so that we can always be part of their conversations.

    (The author is CNN-News18 English/Business cluster CEO. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

  • Economic slump – time to introspect marketing function?

    Economic slump – time to introspect marketing function?

    Let's face it. Asian Tiger China's GDP growth rate has hit a 27-year low and is likely to end 2019 under 6 per cent. And GDP growth rate of India – the other Asian tiger has also hit a six year low and is expected to fall to 6 per cent in this fiscal year, according to the World Bank. Both these big cats are however, above the Asia Pacific GDP growth rate which is expected to be below 4 per cent. 

    2019 – year of the falling economies?

    While a steep fall in demand, direct trade disputes with the USA & political churn in Hong Kong is responsible for the 27 year low in GDP growth rate of China, to make matters worse, the Chinese government has not yet recovered from the after effects of providing stimulus to the Chinese economy for nearly a decade.  

    Back home, the real estate industry is still struggling & factory output is slowing down, resulting in slow growth in employment. However, considering the situation in our neighbouring country, while the government has taken a slew of measures – steep cut in corporate tax rate (22 per cent from 30 per cent) and an even lower tax rate for new manufacturing companies (15 per cent) to attract new foreign direct investments (FDI), the same is yet to translate into meaningful outcome and spur growth. 

    Economy in advertising

    With all this economic downturn, advertising was bound to be depressed. And it did, especially in the last two quarters. The Indian advertising industry's estimated worth was Rs 62,000 crore in 2018. Most predictions of Indian ad spend growth hovered between 10 per cent & 12 per cent riding on the wave of ad spends during the 2019 General Elections & the ICC Cricket World Cup. However, the actual growth may be lower at around 9 per cent – 10 per cent (including inflation), taking the total annual ad spend to Rs 67,000 crore. (By the way, the Asia Pacific ad spend growth rate for 2019 is predicted at 4 per cent.) 

    So what worked & what didn't? 

    Television medium growth is estimated between 9 per cent and 10 per cent in 2019. Digital medium growth is estimated between 25 per cent and 30 per cent in 2019. Print medium growth is expected to range between 5 per cent and 7 per cent and all the other media growth being under 6 per cent. So while television managed to hold its fort, print medium was marginalised in a real sense.  Meanwhile, digital medium hopscotched to pole position from where it is poised to overtake print & challenge television. And the other media chugged along.

    Role of marketing dept in slowdown

    It's all very well to acknowledge the economic slowdown, demand slump and the marketing slack. Question is, with a full team strength, what should marketing focus on during this slack period?

    For one, marketing can start adopting technology seriously. This is a challenging task for the CMO & his team, but if successful, this is the surest way of boosting marketing ROI. How? Because you can only improve what you can measure. And bringing IT into marketing is the first step towards measurement.  The objective itself is deceptively simple: bring information technology closer to marketing strategy as well as marketing operations.

    The first step can be total process automation for Marketing Depts., where every activity is included. Apart from bringing discipline, process automation will also bring uniformity & transparency.

    . Once marketing processes are automated, a central marketing database is automatically created and populated in real time.

    . This bridges the "data chasm" between Marketing, Finance & Sales, bringing data transparency.

    . This "data transparency" will result in immediate cuts in unnecessary marketing expenditure – as managers will start to spend with more caution. This itself can result in 10% to 15% immediate savings.

    . The central marketing database will also provide real time dashboard reporting to Marketing Managers for quick reviews.

    . This data can be clubbed with sales, research, share of voice … to get ROI statistics.

    . And the clubbed data can be further used for conducting analytics exercises & generating deep marketing insights.

    Marketing departments must adopt information technology. And for this, the CMO must lead & exert his influence on his team. And this is the perfect time to solemnise marketing department's marriage with information technology & contribute to the company’s savings for now & the future!
    (The author is founder, Brandintelle Services. The views expressed are his own and Indiantelevision.com may not subscribe to them.)

  • India vs New Zealand World Cup semi final garners 221 mn viewers: BARC India

    India vs New Zealand World Cup semi final garners 221 mn viewers: BARC India

    MUMBAI: BARC India announced that the India vs New Zealand semi final in the ICC Cricket World Cup 2019 garnered 221 million viewers and 51 million impressions.

    Recently BARC India tweeted, “An exhilarating Semi-Final between India & New Zealand had the fans on the edge of their seats. Here's how it fared on Television #BARCInsight @ICC @cricketworldcup @imVkohli”

    According to the BARC India data, 43 per cent of world cup viewers tuned into the semi final between India and New Zealand. 

  • ASICS India collaborates with Ambient OOH to amplify #PaceToGlory

    ASICS India collaborates with Ambient OOH to amplify #PaceToGlory

    MUMBAI: Japanese high-performance sports brand, ASICS in collaboration with Ambient OOH hosted a range of engagement activities to further amplify the #PaceToGlory campaign. The #PaceToGlory campaign is a combination of the brand’s commitment in making India fit and their core value of delivering high-performance sportswear. The objective of the campaign is to inspire people of all ages and abilities to move more and enjoy the physical and mental benefits of exercise.

    Keeping in mind the spirit of the ICC Cricket World Cup there couldn’t be a better time to leverage this activation in Delhi and Mumbai. Additionally, cricket being a very important segment for ASICS globally, they have titled Jasprit Bumrah and Bhuvneshwar Kumar as its brand ambassadors in India as their attributes like pace, rhythm and perfect timing resonates highly with the brand.

    The #PaceToGlory on ground activation encouraged participants to wear the ASICS shoes available at the kiosk and run on a spot that had motion calibrated to the screen. On running faster, the avatar of Jasprit Bumrah and Bhuvneshwar Kumar was unveiled. Those unveiling the image in the least amount of time won vouchers from ASICS.

    As part of the second engagement activity named Pace to Store, participants had to slip on the ASICS shoes and put on the complete cricket gear. Post which they had to run towards the store in the least amount of time and on completion their time was displayed on the leaderboard. To increase the excitement, participants could share their warm wishes and messages to the India Cricket team through the Wishing Wall available at the venue.

    The idea of bringing together a whole lot of engagement, a pinch of challenge and a complete product experience generated the necessary attraction for the brand. The two-week long activation is an extension of the brand’s marketing philosophy, focused on the 70-year philosophy of ‘making people move’. The activation executed at malls across Delhi and Mumbai garnered 1500+ engagements and 2.5 lakh impressions.

    Speaking on the campaign, Ambient OOH EVP Deepak Kumar said, “The enthusiasm around the World Cup fever has been steep, while our Cricketers were sporting ASICS gears on field, so spotting an ASICS activation on ground naturally takes the excitement up a notch. Additionally, ASICS and Ambient offered audiences an opportunity to experience the comfort and grip that our sportsmen have been raving about. Pace to Glory is a one of a kind, purpose led initiative and we feel privileged to be a part of the same.”