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Tag: Interactive Avenues

  • BMW drives engagement with interactive CTV ads

    BMW drives engagement with interactive CTV ads

    MUMBAI: BMW India is shifting gears in advertising. In partnership with Interactive Avenues and VDO.AI, the luxury carmaker has launched interactive connected TV (CTV) campaigns, bringing its flagship models: the BMW 2 Series Gran Coupé and BMW X3, to life in viewers’ living rooms.

    Moving beyond conventional video ads, the campaigns allowed audiences to engage directly through their TV remotes. The 2 Series Gran Coupé offered an interactive carousel experience, while the X3 campaign layered dynamic backdrops with clickable elements, creating an immersive storytelling journey.

    Powered by VDO.AI’s proprietary CTV technology, the campaigns reached high-intent, premium households and encouraged deeper exploration in high-attention environments. BMW’s marketing director Vitesh Barar said, “This collaboration with VDO.AI has redefined how we approach awareness campaigns. By making them more interactive and intuitive, we’ve been able to connect with audiences in meaningful new ways. As CTV cements its role in luxury content consumption, this platform enables BMW to continue leading the way.”

    VDO.AI co-founder and CTO Arjit Sachdeva added, “Partnering with a forward-thinking brand like BMW has been a truly rewarding experience. Together, we’ve redefined what CTV can deliver in India, elevating viewing into discovery and transforming campaigns into immersive, memorable brand journeys through our interactive technology.”

    Interactive Avenues associate vice president Anjani Sankhyan said, “With CTV rapidly establishing itself as the new prime-time for sophisticated audiences, this campaign successfully captured attention, fostered memorability, and elevated BMW’s digital presence.”

    Executed across select premium platforms, the campaigns have set a new benchmark in interactive automotive storytelling, combining luxury, design, and technology for a connected future.

     

  • Satyaki Pal joins DamGoodFish as senior manager for growth and marketing

    Satyaki Pal joins DamGoodFish as senior manager for growth and marketing

    MUMBAI: DamGoodFish has hired Satyaki Pal as senior manager, growth and marketing. Pal, who brings nearly a decade in digital and media roles, joins the seafood brand after stints at some of India’s biggest agencies.

    He was previously director, digital at Interactive Avenues (2022–24), where he led key accounts in Gurugram. Before that, he served as account director for client servicing (South) at Logicserve Digital in Bangalore, overseeing performance marketing mandates. His earlier roles include media planning leadership at Phd, Havas, iProspect and AdGlobal360, alongside business development at Linq Digital and Click Thru Network.

    Pal’s appointment signals DamGoodFish’s intent to sharpen its brand presence and accelerate growth in a competitive category.

  • Nikhil Kant to ride with FlixBus India as marketing & sales team lead

    Nikhil Kant to ride with FlixBus India as marketing & sales team lead

    MUMBAI: Veteran marketing professional and angel investor Nikhil Kant has donned the mantle of  team lead for marketing &  sales at FlixBus India. This announcement coincided with the company’s first anniversary of operations in the country.

    Expressing his excitement, Kant remarked, “Ever since I took my first FlixBus, I’ve admired their transformative impact on the global mobility landscape. I am thrilled to be part of this mission to revolutionise inter-city travel in India, especially under the leadership of my former colleague and friend, Surya Khurana.”

    Marking this milestone, FlixBus India launched its first electric buses in partnership with ETO Motors on 7 February. These quiet, emission-free vehicles will operate on the Hyderabad-Vijayawada route, offering passengers a safer and environmentally friendly travel option.

    Kant brings a wealth of experience spanning over a decade across top-tier organisations, including Uber, BAT, Interactive Avenues, and Even. His expertise encompasses brand strategy, media planning, social media management, and public relations.

    At Even, Kant served as head of brand marketing, PR, and social media, where he led brand building, communication strategies, and creative development. He played a pivotal role in establishing the company’s visual identity and tone of voice.

    During his tenure at Uber, Kant held multiple leadership roles, including global social media lead and head of APAC social media and India media planning. He was instrumental in devising strategies for digital engagement, brand reputation management, and crisis handling.

    Previously, at Interactive Avenues, Kant managed major accounts such as Coca-Cola, Sony, and Reckitt Benckiser, leading initiatives that integrated digital strategies with offline media.

  • Sell-side ad firm Magnite launches Magnite Audiences in India

    Sell-side ad firm Magnite launches Magnite Audiences in India

    MUMBAI:  It’s hoping to get a large enough agency side audience in India. Independent sell-side advertising company Magnite  announced the expansion of Magnite Audiences and its debut in India and southeast Asia. The solution empowers publishers to unlock the full value of their audiences, while helping buyers connect with high value audiences at scale. Magnite Audiences sits within the Magnite Access suite, a collection of audience and addressability tools purpose-built for publishers and buyers to maximise the value of their data assets.

    Magnite Audiences’ standardised, scalable segments based on publisher first-party data enable publishers to monetise their audiences and protect their user data. These audience segments, which include interest, purchase intent, demographic, seasonal and custom categories, provide the value and scale buyers want to achieve their campaign goals across key demographics. They offer significant reach from a trusted pool of standardised data originating from first party sources without compromising quality.

    “It’s essential for us to be able to create value from the vast amount of data at our disposal so that we can both enable precise targeting for advertisers while also enhancing the user experience we provide,” said NDTV vice-president product monetisation & analytics Dinesh Joshi. “Leveraging Magnite Audiences is helping us tap into new revenue streams and increase the attractiveness of our ad offerings, while bringing more personalisation to our readers and viewers.”

    “As a full-service digital marketing agency, we constantly look for new ways of activating audience data at scale,” said Interactive Avenues (the digital arm of IPG Mediabrands India) EVP, media & investment Harish Iyer. “We are confident that Magnite Audiences will play a pivotal role in this journey by helping us curate customized ad inventory that aligns with our clients’ campaign goals. We look forward to leveraging this partnership to drive measurable impact for leading brands.”

    “Amid the changing identity landscape, buyers and publishers need to explore different models and approaches to solve for audience addressability,” said Magnite Asia managing director Gavin Buxton. “Magnite is committed to providing our clients with solutions like Magnite Audiences to help buyers and publishers package, find and reach audiences in new ways. The tool is ready and available for activation in India and southeast Asia, and we look forward to continued adoption as more publishers and buyers begin to leverage it to their benefit.”

  • ICC Men’s Cricket T20 World Cup garners 55.9 Mn social media mentions

    ICC Men’s Cricket T20 World Cup garners 55.9 Mn social media mentions

    Mumbai: Driven by outstanding player performances, new records, epic turnarounds, and nail-biting moments, the ICC Men’s Cricket T20 World Cup garnered unprecedented social media chatter. Interactive Avenues, a leading full-service digital agency and the digital arm of IPG Mediabrands India, has released “Capturing the Glory: A Social Listening Report on #T20WorldCup”, which sheds light on the digital conversation landscape surrounding the tournament and India’s spectacular victory. The report, based on extensive data gathered from social platforms such as Twitter, Reddit, and popular cricket forums, reveals unique insights on player popularity, most appreciated performances, most talked about matches, top brand partnerships and more.

    Commenting on the report, Interactive Avenues COO Shanatanu Sirohi said, “The Cricket T20 World Cup has once again proven the unparalleled ability of cricket to captivate audiences. This tournament has set new benchmarks for player popularity, with stars like Rohit Sharma and Jasprit Bumrah leading the conversations. Our comprehensive social listening report not only highlights the staggering number of mentions and engagements, but also delves into the elements that drove these numbers.”  

    Key findings of the report:

    Social chatter highlights:

    •    Overall, the tournament garnered 55.9Mn mentions and drove 461Mn engagements.
    •    Rohit Sharma emerged as the most talked about player and batsman (5.5Mn mentions). Jasprit Bumrah was    the most popular bowler (1.2Mn mentions), and Hardik Pandya was the top all-rounder (1.1Mn mentions).
    •  The finale between India and South Africa was the most talked about match (2.2Mn mentions), followed by India vs. Pakistan (1.7Mn mentions).

    Most thrilling moments:

    •    Suryakumar Yadav’s stunning catch which clinched the T20 World Cup title for India got 209K mentions.
    •    Afghanistan beating Bangladesh in a low-scoring thriller to seal their semi-final spot drove 156K mentions
    •   India’s victory against Pakistan by 6 runs in the low-scoring group stage match garnered 122K mentions.

    Most popular players:

    •    Powered by consistently stellar performances, India’s Rohit Sharma (5.5Mn mentions), Virat Kohli (4.1Mn mentions), Suryakumar Yadav (1.3Mn mentions), Jasprit Bumrah (1.2Mn mentions) and Hardik Pandya (1.1Mn mentions) emerged as the most popular players on social media.

    Top emerging players:

    •    Making their debut in a T20 World Cup, players from USA topped the popularity charts among emerging talent. Saurabh Netravalkar led the roster (163K mentions), followed by Ali Khan (67K mentions), Aaron Jones (49K mentions), and Monank Patel (30K mentions).

    Top emotional moments:

    •    Rohit Sharma and Virat Kohli’s ‘bromance’, including videos of their journey together, resulted in 7.1Mn engagements.
    •    Rohit Sharma and Virat Kohli announcing their retirement from T20 international matches drove 4.1Mn engagements.
    •    Rohit Sharma kissing Hardik Pandya in an emotional moment after India won the cup garnered 2.3Mn engagements.

    Biggest comeback story:

    • After being booed at every match venue during IPL 2024 (92% negative mentions), Hardik Pandya made a spectacular comeback with 88% positive mentions during T20 World Cup 2024.

    Top brand partnerships:

    • Brands across diverse industries leveraged T20 CWC-based partnerships to drive engagement. Maruti got 258K mentions, Amul garnered 200K mentions, and ICICI Bank got 145K mentions.
    • Nandini Milk witnessed a whopping 390% increase in average monthly engagement, while BPCL’s “Snap The AD” contest drove a 191% spike in average monthly engagement.
  • Performance marketing agencies shaping the customer experience in FMCG sector

    Performance marketing agencies shaping the customer experience in FMCG sector

    Mumbai: In today’s fast-paced world, Performance Marketing Agencies are the driving force behind the transformation of Customer Experience in the FMCG sector. From captivating social media ads to interactive brand experiences, they ensure that every touchpoint leaves a lasting impression. In essence, Performance Marketing Agencies are the architects of a seamless and engaging journey for FMCG customers, redefining the way brands connect with their audience. By leveraging data analytics and targeted strategies, these agencies craft personalized campaigns that resonate with consumers on a deeper level.

    ETML

    ETML, with its innovative strategies and data-centric approach, is revolutionizing Customer Experience in the FMCG sector. By harnessing the power of data analytics, AI, and digital marketing, ETML crafts solutions purely based on data that resonate with consumers across various touchpoints. Their expertise lies in creating personalized campaigns, making full funnel dashboards, omnichannel attribution, utilizing first-party data in the post-cookie era, optimizing e-commerce platforms, and enhancing brand visibility through targeted advertising across all channels. With a deep understanding of consumer behaviour and market trends, ETML ensures that FMCG brands engage with their audience effectively, driving sales and maintaining long-term retention.

    Interactive Avenues

    Interactive Avenues, a pioneer in digital marketing, is revolutionizing Customer Experience in the FMCG sector through its innovative approach. By integrating cutting-edge technologies like AI and AR, they create immersive brand experiences that captivate and engage consumers. Through personalized content and targeted campaigns, they ensure that every interaction with the brand is meaningful and memorable. Their data-driven strategies enable FMCG companies to connect with their audience on a deeper level, driving loyalty and brand advocacy. In essence, Interactive Avenues is reshaping the landscape of FMCG marketing by leveraging the power of digital to deliver unparalleled customer experiences.

    WAT Consult

    WAT Consult, a trailblazing performance marketing agency, is revolutionizing the FMCG sector’s customer experience landscape. Through innovative digital strategies, they seamlessly integrate brands into consumers’ lives, fostering deep connections and driving engagement. Leveraging cutting-edge technologies like AI and AR, WAT Consult crafts immersive experiences that captivate audiences and elevate brand loyalty. By decoding consumer behaviour and preferences, they deliver hyper-targeted campaigns across multiple channels, ensuring maximum impact and ROI. With a keen focus on innovation and creativity, WAT Consult continues to shape the FMCG sector’s customer experience, setting new benchmarks for excellence in performance marketing.

    FoxyMoron

    Discover the story of FoxyMoron, an acclaimed full-funnel creative and performance digital agency established in 2008. Specializing in crafting future-ready brands across digital platforms, we integrate content, technology, media, and data to deliver cutting-edge solutions. Our portfolio boasts enduring partnerships with industry giants like L’Oreal, Netflix, Colgate, Amazon India, and more. Proudly affiliated with the Zoo Media Network, India’s largest independent marketing technology company founded in 2008 by Pratik Gupta and Suveer Bajaj, we share a vision of becoming the preferred network for global brands. With over 600 employees across offices in Mumbai, Delhi, Bangalore, New York City, and Dubai, Zoo Media epitomizes excellence in marketing technology.

    BC Web Wise

    BC Web Wise is transforming FMCG customer experiences through innovative performance marketing strategies. Leveraging data analytics, they craft personalized campaigns that resonate with target audiences, enhancing brand engagement and loyalty. By integrating cutting-edge technologies like AI and AR, they create immersive experiences, from interactive ads to virtual product trials, amplifying consumer interactions. Their agile approach allows for real-time optimization, ensuring campaigns are always relevant and impactful. Through dynamic storytelling and seamless omnichannel experiences, BC Web Wise empowers FMCG brands to connect with consumers on a deeper level, driving growth and differentiation in a competitive market landscape.

  • UP Warriorz and Navya Naveli Nanda unite to combat online trolling in women’s cricket

    UP Warriorz and Navya Naveli Nanda unite to combat online trolling in women’s cricket

    Mumbai: In a groundbreaking collaboration aimed at addressing the negativity faced by women athletes on social media, the Women’s Premier League (WPL) cricket team, UP Warriorz, has partnered with women’s rights advocate Navya Naveli Nanda, to unveil #TrashTalkCleanUp. Created in collaboration with Interactive Avenues, UP Warriorz’s digital creative agency, the campaign features an inspiring 2-part video podcast and series of Instagram reels.

    The aim of ‘Trash Talk Clean Up’ is to bin the negativity of social media and create safe spaces on the internet for UP Warriorz’ players as well as female athletes at large. A recent study by Plan International found that social media abuse targets female athletes three times more than men. A study published by World Athletics also states that out of all the hate circulating about the Olympics, 87 per cent of it was targeted towards women.

    The problem is no less rampant for India’s women athletes. Former cricketer Mithila Raj, two-time Olympic medalist PV Sindhu, hockey player Vandana Kataria and even the Indian women’s cricket team have faced trolling repeatedly and voiced their opposition on social media. Against this backdrop, UP Warriorz is acting for change and turning online spaces of harassment and abuse into places of support for these achievers.

    The first edition of Trash Talk Cleanup Podcast showcases candid, heartwarming conversations between Navya and UP Warriorz cricketers Vrinda Dinesh, Gouher Sultana, and Poonam Khemnar. Strategically launched around the Women’s Premier League, the initiative addresses the issue of online trolling faced by women cricketers and encourages individuals to respond to trolls with special dustbin gifs, symbolizing the disposal of negative comments. While there’s a long way to go, the social media team of UP Warriorz has already activated these GIFs and dustbin emojis through comments and reactive social listening, resulting in a visible reduction in trolling from the start of the season on 24 February till date.

    Expressing her thoughts on the collaboration, Capri Sports director  Jinisha Sharma said, “This Women’s Day, we champion every sportswoman across the nation to rise above the noise, to focus on their true passion and excellence on the field.”

    Interactive Avenues senior creative director Eshwari Pandit added, “Women often bear the brunt of cyberbullying, ranging from comments on their appearance to criticism of their professional choices. This online negativity not only impacts the mental well-being of players, but also tarnishes the spirit of the game. Through #TrashTalkCleanUp, we aspire to shed light on this critical issue and advocate for respect and positivity towards women athletes.”