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Tag: Interactive Avenues

  • Interactive Avenues onboards Pranali Sarkar as Associate VP- Media Planning

    Interactive Avenues onboards Pranali Sarkar as Associate VP- Media Planning

    Mumbai: Interactive Avenues – A Reprise Network Company, the full-service digital agency of Mediabrands India, has onboarded Pranali Sarkar as associate vice president, media planning. Sarkar will be tasked to scale up and add greater value to the current capabilities under the agency’s media planning function.

    Talking about the appointment, Interactive Avenues – A Reprise Network Company CEO Amardeep Singh said, “As more brands are committing to the digital transformation journey, we strive to fuel meaningful business outcomes with precise targets and that’s where Pranali comes in. Her experience and portfolio are a perfect fit for our integrated business and complement our data-driven philosophy. We are excited to have her onboard and wish her all the success.”

    With over 15 years in the industry, integrated media planning and strategy is core to Sarkar’s area of expertise, according to the agency. She has seasoned expertise in FMCG, and Telecom categories, and her diverse portfolio features some of the top advertisers in the country including Unilever, Mondelez, ITC, Godrej, and Reliance, to name a few.

    About her new role, Sarkar said, “Interactive Avenues’ reputation precedes itself. The company is in a highly competitive industry and leading from the front in all-round media capabilities. All this backed by a dynamic leadership team that I am thrilled to be a part of. I am looking forward to using this opportunity to further elevate and enhance the existing media function by crafting new-age solutions for client and agency business outcomes alike.”

    Sarkar was last working with Fulcrum, heading the Unilever Personal care category where she spearheaded multiple campaigns for iconic brands like Dove, Closeup to name a few. She has also worked with Madison where she helped set up and lead their integrated media planning teams.

  • Interactive Avenues names Juin Chakraborty as AVP client servicing-West

    Interactive Avenues names Juin Chakraborty as AVP client servicing-West

    Mumbai: In a significant step towards the agency’s growth strategy, Interactive Avenues – a Reprise Network company has welcomed Juin Chakraborty into the fold. She joins as associate vice president, client servicing – West and will be responsible for delivering business solutions and strategies to clients. Based out of Mumbai, she will report to business head – client servicing Shantanu Mulay.

    With more than 12 years of work experience spanning across digital, including creative, media, and tech, Juin comes with a wealth of experience. Having worked with both agencies and corporates, Juin has a deep understanding of how creative communication and business strategy come seamlessly together to build hugely successful brands. Juin was last with Mahindra & Mahindra (automotive), where she led their digital strategy, creative, and media planning across brands. 

    “Clients are looking at digital offerings differently after the pandemic and there is a need to offer integrated solutions to them. It is important for agencies to take a consultative approach and add value at all touchpoints in their digital transformation process,” said Shantanu Mulay. “Juin is exactly the right person needed to lead this evolved way of working between agencies and clients and we’re excited to see the growth she will be able to deliver.” 

    He further said, “Juin has been a seasoned digital professional and championed many key projects for her clients. We are confident she is going to add immense value and I am delighted to have her on board.” 

    Discussing her new role, Juin said, “What excited me about Interactive Avenues was the company’s efforts towards bringing multiple digital functions together to drive not just digital marketing, but business solutions for clients. I look forward to a fulfilling journey.”

    Juin’s educational credentials include a master’s degree in English from Delhi University and her career spans companies like Ogilvy One, Fortis Healthcare, and Axis Mutual Fund where she explored and mastered the various facets of digital marketing.  

  • Interactive Avenues launches hyperlocal marketing suite Caliper

    Interactive Avenues launches hyperlocal marketing suite Caliper

    MUMBAI: Interactive Avenues has unveiled its proprietary hyperlocal marketing product suite Caliper, that moves from the alpha stage to a closed beta launch.

    There has been a paradigm shift in consumer search behaviour, and a lot of research happens on products and experiences, which are proximity-based. Hyperlocal searches are growing at the rate of 55 per cent year-on-year, with 10X growth in local language searches.

    Caliper aims to solve endemic business problems like – local asset readiness, last mile optimization (offline conversions or digitally attributable sales), centralised or de-centralized modules for a business generating demand pan India, unification and optimisation across digital platforms, store/dealer level SEO, generating and measuring store walk-ins and many other category-specific-use cases.

    Interactive Avenues CEO Amar Deep Singh said, "We aim to help as many businesses get on to their digital journeys with ease. We want to successfully harness the true potential of digital by getting more personalised experiences for marketers backed by extremely robust measurement metrics contributing to business outcomes."

    He further added, "We’ve successfully tested the product with two of our leading clients in the retail and auto categories, and we’ve observed that participating dealership/stores have seen 230 per cent incremental sales and 79 per cent incremental walk-ins in comparison to non-participating dealers/stores. In the last four-five months, we have spent close to Rs 7.75 crore and delivered walk-ins, tele-ins, along with offline sales for both jewellery and auto category."

    IA is now moving Caliper to a closed beta stage for its key clients. What were humble beginnings trying to automate large deployments across platforms, has manifested into a full-blown hyperlocal product suite. The platform is extremely intuitive and can set up hyperlocal campaigns, activate digital media and a location-aware, hyper-personalised creative engine in a matter of hours.

    The templates are easy to use and the AI/ML modules make it simple for brands to just input their business goals and let the activations optimise purely on the business outcome.

    Interactive Avenues EVP Harish Iyer said, "Our full 360-degree experience of working across traditional brick and mortar businesses across categories, like, auto/CPG/retail/mobile OEMs, has given us a way to create the best-suited product suite for businesses to harness as well as create local demand and at the same time give them the best digital experiences."

    Interactive Avenues, which is the digital arm of Mediabrands India, is currently offering Caliper as invitation-only for non-Mediabrands clients.

  • Interactive Avenues’ digital mandate for Too Yumm! cements a strong agency-brand partnership

    Interactive Avenues’ digital mandate for Too Yumm! cements a strong agency-brand partnership

    MUMBAI: Interactive Avenues – a Reprise Network Company has been appointed as the digital agency of India’s fastest growing snack brand, Too Yumm! earlier this year.

    IA’s mandate includes driving brand awareness, facilitating trials, and creating brand loyalists and advocates who will help evangelise Too Yumm! over other fried snacks. A 2-year old brand, Too Yumm! has already been a disruptor in product offering and brand-led campaigns in a highly competitive snack category.

    The journey began in October-November 2018 with a completely revamped website experience for the brand. 2019 kicked off with a big bang, immediately after winning the account. Too Yumm! soon moved on to a highly successful campaign during this year’s Ardh Kumbh Mela. With a seamless transition from activities on-ground to the experience online, the campaign’s tremendous response has set new benchmarks for the activities lined up for the year which started off with creating a Guinness World Record.

    The brand has also won awards for having the Best Corporate / Brand Website, Screenxx Awards, Best use of Technology, and Best use of Social Media for Brand Awareness this year, from various advertising councils.

    Talking about the association, Guiltfree Industries Ltd CMO Anupam Bokey said, “In this short span, we’ve already achieved the set benchmarks in our partnership with Interactive Avenues. With the ongoing campaigns, we’re sure that this will only grow exponentially. Both the brand and agency teams recognise the potential of the brand and our vision for it. That’s what will work in developing a very healthy and fruitful relationship in the long run.”

    Next came the Indian Premier League (IPL), our biggest sports and marketing event of the season, along with the Too Yumm! – IA partnership. Taking over all social media conversations, the agency established a strong brand-sport association while establishing a stronghold over the category. Karare Strikers, the online game, was also been developed by IA to give cricket fans a new way to engage with the brand during ongoing matches. Not just this, Indian social media witnessed a complete takeover of pre-baked snacks conversations and game-time snack partnership.

     “IA has always been a disruptor and we standout for our path-breaking, strategic innovative work that we do for our clients. With Too Yumm! We are excited and confident about taking this journey forward in delivering path-breaking results”, said Interactive Avenues – a Reprise Network Company. Reprise is the digital arm of media agency network IPG Mediabrands CEO Amardeep Singh.

    The media and OOH mandate of Too Yumm! are managed by Initiative and Rapport respectively, which are also part of IPG Mediabrands.        

    Founded in 2017, Guiltfree Industries Limited (GIL), is a part of the RP Sanjiv Goenka group’s foray into the FMCG business. RP-SG FMCG’s strategic intent is to innovate disruptively and create brands and products that are genuine and desirable to the consumers. That’s how the brand Too Yumm! Came into being. Since its inception, GIL has been growing at a break-neck pace, beating industry records. Within just two years, ‘Too Yumm!’ achieved an annual Sales Rate of INR 200 Cr – one of the fastest in the country to do so. 

  • IDFC FIRST makes banking all about you

    IDFC FIRST makes banking all about you

    MUMBAI: Following the merger of IDFC Bank and Capital First, the financial institution created a new entity – IDFC FIRST Bank and a new brand proposition – #AlwaysYouFirst. To promote this new customer-first approach and its 7 per cent pa savings account, Interactive Avenues – a Reprise Network Company, which is the digital arm of IPG Mediabrands, took to Facebook, Twitter, Instagram & YouTube to create an influencer marketing campaign.

    In partnership with Mastra Media (influencer agency), Interactive Avenues roped in social influencers like Soha Ali Khan, Karan Kundrra, Anusha Dandekar, Mohsin Khan, Siddharth Nigam, Prince Narula and Harsha Bhogle to ensure the brand was always first in consumers’ minds. The agency supported several social conversations through interesting content around Game of Thrones (GoT), Avengers: Endgame & ICC World Cup 2019. The best traction was however received around the conversations on GoT.

    A deep dive into our audience’s content consumption habits revealed a preference for entertainment/celebrity content. Capitalising on the growing trend of celeb reaction videos, #AlwaysYouFirst was promoted through India’s first-ever Television commercial (TVC)-reaction video series, featuring the influencers. The TVCs showed people putting the needs of others first and the influencers shared similar moments from their lives in the films. The series created a huge impact and consumers started sharing their own #AlwaysYouFirst stories.

    In a bid to connect with the fans directly, Prince Narula took to the streets of Mumbai to do a vox pop that captured heart-warming stories of people in the maximum city.

    In addition to this an intellectual property (IP) was created, a micro series called ‘Cricket First with Harsha Bhogle’, to leverage the conversations around ICC World Cup 2019. Through the micro series, hosted on YouTube, Facebook, Instagram and Twitter, fans got first-hand predictions and analysis of India matches. Harsha’s on-time and on-point predictions about Indian #GameChangers like Rohit Sharma and Yuzvendra Chahal led to more fans tuning in. IA also ran a teaser poll called #HarshaAsks on social media to gauge fan opinions.

    Talking about the campaign, Interactive Avenues (A Reprise Network Company) COO Shantanu Sirohi said, “IDFC FIRST Bank’s new brand ethos #AlwaysYouFirst is all about people. That’s why we created a people-powered approach in the campaign, that included influencer marketing & user generated content. It was the best way to amplify this message on social media. Getting celebrities and fans to share their #AlwaysYouFirst stories also helped create maximum impact around the brand message.”

    Keeping customer experience at the heart of the campaign, IDFC FIRST Bank & Interactive Avenues was successful in making an impact with the #AlwaysYouFirst campaign.

  • Despite 30% y-o-y growth, Indian digital ad industry lagging behind global market

    Despite 30% y-o-y growth, Indian digital ad industry lagging behind global market

    MUMBAI: Even though the digital advertising industry is showing impressive growth, touching a year-on-year rise of around 30 per cent, there is scope for it to boom when compared to the global market. “If we look at expenditure made on digital advertisements in India, the average is still 4 dollars per view, while in countries like the US and China it is quite higher. China’s ad spends per view are at $88 per view. Even sub-Sahara African regions, which have a different GDP than ours, are spending much more than us,” said Interactive Avenues (a Reprise network company), IPGMediabrands COO Shantanu Sirohi at Future of Video-India conference in Mumbai, recently.

    He was the part of a panel discussing if digital ad spends are shifting back to TV. Joining him on the dais were Dentsu Aegis Network CEO, greater south and chairman, CEO, India Ashish Bhasin, and Zee Media managing director Ashok Venkatramani.

    The panel unanimously declined any possibility of such a shift and maintained that digital is showing tremendous growth and will continue to do so for the foreseeable future. They also said that advertisement on television is also growing, though at a slower pace.

    However, the panel highlighted some of the constraints that might hamper this glorious growth rate of the digital advertising industry in the future. Venkatramani said that the industry has come to realise that one can’t build a brand using just the digital platform. He quoted, “Digital serves a purpose, which is of performance marketing. It creates impact and also high marketability as you know what your input is and what your output is. The spends on digital also give very quick results. But what one can’t do using digital is build the brand in a classical sense.”

    Further highlighting the constraints that can hamper digital’s growth, from an advertising perspective, Ashish Bhasin added, “From an advertising perspective, digital can land into trouble in two areas. One is this whole [issue related to] reliability, credibility and fake news, wherever one’s ad is appearing. That is starting to scare off the people a little bit. And the second thing is the lack of a measurement system. This should be the most measured medium but as an industry, we haven’t come to a consensus on a common currency like BARC or IRS.”

    Sirohi concluded by saying that when it comes to keeping a tab on data, the digital medium has been ‘always over-measured’. He said, “You always have third-party applications that you can run to measure the data. The entire concept of fraudulent e-links or bots comes in when agencies or the clients are not doing what they are supposed to do. They must plan around the media and pass only the end-goal metric to the third party. Otherwise, there always are people who will figure out the way to make a little more money from the advertiser. But on the whole, the internet is not the problem.”

  • Interactive Avenues wins Great Indian Workplaces Award

    MUMBAI: Interactive Avenues, the full service Digital Agency of media agency conglomerate IPG Mediabrands India has won the inaugural edition of the Great Indian Workplaces Awards (GIWA) 2017.

    GIWA recognises extraordinary workplaces in India that creates happy employees. IA has been judged on the parameters of providing a congenial, caring, safe, and enjoyable and trust based culture where employees wish to return back to work every single day and take pride in their work, enjoy lower levels of stress, high degree of professional learning, and growth driven by visionary leadership. It also acknowledges organizations that have stringent policies towards sexual harassment, a humane approach towards special ability people, gender equality, care for society, people focus like healthcare, fun at workplace, facilities like food and recreation.

    IPG Mediabrands chief talent officer Savita Mathai, “Interactive Avenues has always been ahead of the curve on talent practices. They have strong leaders who are truly committed to building a vibrant work culture where people thrive and are driven to give their best.”

    Interactive Avenues CEO Amar Deep Singh , “We’ve always maintained that our team is our biggest asset, who have helped make IA the largest and the best Digital Agency in the country. Therefore, it is our responsibility to provide them with the best of facilities and give them the culture that will flourish their talent and motivate them to collaborate and work towards a common goal.”

    GIWA is part of the Workplace Culture Summit, a premier knowledge-exchange platform that brings together Workplace Culture Champions to share ideas, information and solutions around the framework and key developments that will shape the Workplace Culture of the Future.

  • Zee assigns digital mandate to Interactive Avenues

    MUMBAI: Zee Entertainment Enterprise (Zeel) has appointed Interactive Avenues as the digital agency for its two channels – Zee TV and Zee Cinema.

    The account was won on the back of a multi-agency pitch.

    The agency will now handle the digital and social media marketing
    duties of the two channels.

    Interactive Avenues is a digital marketing agency that specialises in SEO, SEM, SMO, PPC, digital media buying and website design.