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Tag: Isobar India

  • Isobar India launches ‘Isobuzz’- a tool to tackle new-age influencer data intelligence

    Isobar India launches ‘Isobuzz’- a tool to tackle new-age influencer data intelligence

    MUMBAI:  Isobar India, the digital agency from the house of Dentsu Aegis Network (DAN), has announced the launch of Isobuzz, a unique  solution-based tool that will help map influential people on social media – considered to be subject matter experts across a variety of fields. Launched in association with Qoruz, the agency’s technology partner, Isobuzz will analyse the influencers’ content, the engagement value that they create and their follower-base.

    Isobuzz will offer solutions to challenges such as identifying the right set of influencers for a brand, along with their followers. This, in turn, will help the brand understand if the influencers are a match to brand product’s ideal target customers. The tool will also help in measuring the effectiveness of the influencer and the brand’s overall campaign communication strategy.  

    Commenting on the launch, Isobar India chief operating officer Gopa Kumar said, “With all kinds of influencer strategies in place and a lot of them becoming experimental in nature, content still needs to be tailored for the brand’s advantage. Isobuzz has been developed for creative brand advocacy, which will help with quality creation/co-creation of content. With the measurement of influencer marketing becoming more scientific in nature, Isobuzz will focus on mapping the virality-potential of an influencer and the influencer content.”

    Speaking about the tool,  Isobar Social  national head Aakriti Sinha said, “Influencer marketing budgets are changing every year. Also, they are constantly driven by ROI and measured for impact and quality. Isobuzz is designed to help with the most important step of influencer discovery. After all, brands are choosing their influencer associations as carefully as their brand ambassadors, especially on social media. Measurability in this case becomes imperative, and as we build content around influencers with brand integrations, Isobuzz will give a detailed analysis of influencer content performance along with their follower-base understanding and whether or not the association has had the desired impact.”

    Qoruz chief executive officer Praanesh Bhuvaneswar mentioned, “Brands are heavily reliant on story-telling based narratives to attract the attention of audience, and influencer-centric strategy is pivot in these instances. At Qoruz, we believe in a data-first approach to influencer-planning and ideation. In our initial discussions with Isobar, we realised Isobar’s strong intention to set a new standard as a creative-tech firm by launching Isobuzz for influencer marketing. This sets an example for the marketers of the country for a scientific approach towards influencer space. The team at Qoruz is very excited to partner with Isobar on this initiative of bringing Isobuzz solution to brand partners of Isobar and up the advocacy game!"

  • Isobar India elevates Gopa Kumar as chief operating officer, Anish Varghese as chief creative officer

    Isobar India elevates Gopa Kumar as chief operating officer, Anish Varghese as chief creative officer

    MUMBAI: Isobar, the digital agency from Dentsu Aegis Network, a global media and marketing communications conglomerate, has elevated Gopa Kumar to Chief Operating Officer and Anish Varghese to Chief Creative Officer with immediate effect. Gopa and Anish will continue to report into Isobar South Asia, Group MD, Shamsuddin Jasani.

    On the appointment, Shamsuddin Jasani, Group MD, Isobar South Asia and executive sponsor for DAN Programmatic states, “Gopa has played a very important part in the growth of Isobar for the past 10 years and was already playing the role of Chief Operating Officer. Our creative product has grown leaps and bounds and we now are truly respected as one of the leading creative forces in the digital age and Anish has been front and centre of this. I truly believe that the two of them along with the leadership team at Isobar will steer us to greater heights for years to come.”

    Gopa Kumar has been promoted to Chief Operating Officer from Executive Vice President, a position he has held since 2017. Gopa has been pivotal to Isobar India’s continued success in both leading and growing the agencies key client relationships and building the business. As Chief Operating Officer, Gopa will be responsible for overseeing Isobar India’s key accounts and business development with a clear strategic vision for growth.

    Anish Varghese has been promoted to Chief Creative Officer from National Creative Director, a position he has held since 2017. Anish will take on the overall responsibility of a refreshed creative proposition and ensure it fills client conversations across Isobar India.

  • MySchoolReviews.com launches #HerCourageLessons campaign

    MySchoolReviews.com launches #HerCourageLessons campaign

    MUMBAI: #HerCourageLessons, the latest campaign by Isobar India, the digital agency from Dentsu Aegis Network, for MySchoolReviews.com, a school listing and reviewing website, is making parents question the way they are raising their girls.  Parents, with love and care, are also unknowingly teaching fear to their daughters through their statements and actions. “Avoid going to certain public spaces”. “Don’t wear certain types of clothes”. “It’s not nice to talk back”. These statements come rightly under a blanket of concern, but inadvertently, what they also do is instill fear in girls.

    The campaign has been launched with a series of 3 films. Taking influence from popular children’s rhymes, each film throws light on a prevalent fear that parents unintentionally pass on to their daughters. In addition, MySchoolReviews.com has especially created an Amazon Alexa skill that would allow parents to check whether they are fear training or courage training their daughters.

    Talking about the campaign, MySchoolReviews.com co-founder and managing partner Lalit Mehra said, “Being courageous is the need of the hour for every girl. As responsible custodians, it is our duty to teach every girl in India to be fearless, confident and strong. Through #HerCourageLessons, we want to prove that teaching courage to daughters from a young age is possible.”

    Isobar India executive vice president Gopa Kumar said, “I believe it’s a fantastic initiative by MySchoolReviews.com to bring out the prevalence of unintentional fear training by parents at large. We may not notice it but it is prevalent and is deep-rooted in what we teach to our girls. We need to move out of this and start teaching courage to our daughters so that the next generation is fearless and is not conditioned in stereotypes. Through a series of brand videos, #HerCourageLessons intends to raise awareness about the same. Along with Alexa skills, other unconventional techniques are being explored to push this message across to parents.”

    Isobar India national creative director Anish Varghese stated, “This International Women's Day, we do not want to discuss the lives of only a few girls. Rather we want to create an impact on an entire generation. And all of this starts with a simple question to parents who are raising their girls – What are you teaching them – fear or courage? Data says that more than 63 per.cent of parents unknowingly teach fear to their daughters through their statements and actions. To make them aware of this, we twisted the very first lessons that kids learn and remember when they get old – the nursery rhymes.  The happy visuals in the films show that teaching is unintentional while what you hear will take you by surprise. #HerCourageLessons, powered by MySchoolReviews.com, urges parents to re-look at the lessons they are teaching their girls from a young age so as to raise the brave girls of tomorrow.”

  • Isobar India bags digital mandate for The Rose Group

    Isobar India bags digital mandate for The Rose Group

    MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has been appointed as the digital partner for high-end luxury jewelry group—The Rose Group.  Isobar won the account following a multi-agency pitch. The account will be handled from the agency’s Mumbai office.

    Commenting on the win, Isobar India executive vice president Shekhar Mhaskar said, “We are delighted to add The Rose Group to our portfolio. Their amazing vision for super-special experiential retail will only inspire us to conjure up some effective and creative solutions that will take the brand to great heights via digital.”

    Rose Group of Companies managing director Biren Vaidya said, "As the world is moving online, we too wanted to take our brand online. However, it is almost impossible to replicate the offline experience of luxury, online. Hence, we chose Isobar as they were the one agency who understood this and would help take us online, keeping in mind our brand ethos and values."

    The Rose Group specialises in retail concepts, is internationally recognised and is credited for its experiential luxury retail concept – The Rose Salon & Rose: The Watch Bar. Currently, it has a portfolio of over 20 leading international brands that are marketed, distributed or retailed under its operations.

  • CEAT Tyres & Isobar India’s latest campaign focuses on Road Safety

    CEAT Tyres & Isobar India’s latest campaign focuses on Road Safety

    MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network that handles the digital duties for CEAT Tyres, recently released a campaign to spread awareness on road safety during the road safety week. The campaign took forward CEAT Tyres’ ‘Safety First’ objective by adopting a sarcastic-yet-amusing route of communication.

    To strengthen brand recall and to build relatability, Isobar India struck a resonating chord with their social media audiences by personifying daily objects that are used in an unsafe manner while driving.   

    Attracting commendable engagement across all social media platforms, the campaign garnered more than 200% engagement on the page with an average reach of over 1 lakh across a week-long activation.

    Commenting on the association, Nitish Bajaj, Senior Vice President – Marketing, CEAT Limited says, "Our brand purpose is to make mobility safer and smarter. Everyday. Road Safety Week is an apt and a great platform to educate our community about safety. Also, this content helps in building better engagement with our consumers.”

    Speaking on the launch of the Campaign, Shekhar Mhaskar, Executive Vice President, Isobar states, “It's been a journey of more than a year with CEAT Tyres. A journey during which we have embarked upon several integrated campaigns upholding the prime promise of the brand – that of safety for drivers, riders, and equally for pedestrians. As part of this continuum, there wouldn't have been a better time than the Road Safety Week to heighten the impact of the message in a manner that can be easily received by the audience.”

  • Isobar India launches new tool to predict the viral potential of content, real-time!

    Isobar India launches new tool to predict the viral potential of content, real-time!

    MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, has announced the launch of ‘viewCent’, a unique solution tool in video-strategy for businesses that aim to win the maximum yet relevant eyeballs.

    viewCent is based on Deep Machine Learning and can, quite precisely, forecast the kind of consumer attention that a particular type of content can achieve within a specific given time. The resonance score for the content, which is called Viral Grade (VG), is calculated by collecting 400 different variables around that content. The variables are then fed into two patented AI engines – the Super Relevance EngineTM and the Viral Prediction EngineTM – to process the data, real time.

    It is pertinent to note here that the agency is currently testing the Beta version of the tool for its key clients across automobile, apparel, appliances and technology.

    Commenting on the launch, Gopa Kumar, Executive Vice President, Isobar India said, “At Isobar, we are constantly looking at developing tools which can help bring transparency in our brand marketing efforts. viewCent is one such tool that will be a one-stop video strategy solution for brands. viewCent will reflect the future of the content-consumer engagement and how well can that video resonate with its audience. This will help brands stay one step ahead of the curve by pre-empting trends and help take data-driven media decisions to improve media efficiency. It will also help build some science into the age-old question of whether a particular content will go viral or not.”

    Speaking about the tool, Aditya Kaul, Senior Director- Insights & Analytics said, “Ability to pre-empt and quantify the viral potential of content opens up a plethora of business solutions for brands. These opportunities span from prolific content creation and effective media decision making to keeping an eye on competition and ensuring brand safety.”

  • Isobar white paper champions headless commerce as the future for brands

    Isobar white paper champions headless commerce as the future for brands

    MUMBAI:  Isobar, the global digital marketing agency from the house of Dentsu Aegis Network, has recently launched a white paper which elaborates on how ‘headlesscommerce’, an approach to technology architecture, is more important than ever before.

    The report, titled ‘Headless Commerce : Differentiating your approach To experience commerce strategy’, shares how headless commerce is an opportunity for brands. It argues that the reconfiguration of legacy systems can support the functional, emotional and tangible needs of a customer experience. It also explains how the headless commerce approach provides brands with greater control over the UX, giving them a consistent identity across an entire ecosystem of touchpoints and a foundation to create long-term customer relationships that can deliver sustainable business growth.

    Isobar Global chief technology officer Vikalp Tandon said, “One of the biggest challenges in the experience economy for brands is to engage consumers at every touchpoint across an ecosystem. This goes beyond serving the right content at the right time. It originates in the brand’s technology infrastructure that powers their digital presence. The headlesscommerce approach allows brands to deliver a truly customer-centric experience at speed and scale which is key in today’s landscape and is needed to move forward.”

    Isobar India EVP and head Isobar Commerce, India Shekhar Mhaskar added “In this day and age, the consumer demands and desires a seamless, homogenous and uninterrupted experience that is agnostic of devices and media channels. And this is even more imperative in the realm of online commerce. Headless commerce, as a practice, helps to solve all the above, continuously and at speed. It also empowers the brands to simultaneously innovate and improve on two important fronts front-end customer experience and back-end technology.”

    The white paper provides C-Suite brand leaders an overview of:

    ·  The context behind the emergence of unified commerce experiences

    ·  The opportunities of the headless commerce architecture approach

    ·  A Customer Experience Framework

    ·  The limitations of conventional or legacy architecture approaches (Monolithic architecture)

    ·  The opportunity for immersive experiences through rich content approaches

    ·  How headless commerce provides brands with a centralised view of customer data

    ·  The requirements of a headless commerce strategy and what the future holds

  • Isobar India Wins Big at Clio Sports 2018

    Isobar India Wins Big at Clio Sports 2018

    MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, India, was awarded a Gold and a Bronze for its #BruisesCanBeGood campaign for Reebok India at the Clio Sports Awards 2018. The agency received one Gold for Public Relations category, and one Bronze for Film (Short Form) category.

    Commenting on the win, Shamsuddin Jasani, Managing Director, Isobar India, Exec Sponsor AMNET India stated, “Winning at a renowned festival like Clio Sports is extremely special and prestigious for Isobar India; I am very proud of the entire team who contributed to this award winning work for Reebok – one of our oldest clients. Reebok has a serious focus on women empowerment, and #BruisesCanBeGood was a pioneering approach on Women’s Day. Progressively, more and more clients are looking for evocative marketing solutions that efficiently unite and connect with consumers, sell products, services and further lead to business growth.”

    Commending the win, Reebok India, Senior Marketing Director, Silvia Tallon said, “Winning a Clio is an amazing feat. #BruisesCanBeGood has been very close to my heart and I’m proud that it’s getting appreciated globally. As a women-centric brand, we aimed to underline our brand’s core philosophy of #FitToFight with this campaign. This recognition will bring us closer to the reform we are trying to achieve – a safe and a fair society for women. Our vision is make a difference in people’s lives through fitness. We want to inspire everyone to get fit – socially, mentally and physically fit.”

    The #BruisesCanBeGood campaign can be viewed here: https://youtu.be/-Qf2CdoElcc.

    Clio Sports honors the best in sports advertising and marketing from an international pool of submissions that elevated sports culture in the collective consciousness.

  • Adidas gets women up and running

    Adidas gets women up and running

    MUMBAI: Adidas has launched a digital campaign with its digital agency Isobar. Titled #ItsOnYou, the core objective is to expand the brand’s community of runners, especially targeting women non-runners. While most brands are striving to garner new audience through strong communication, which is driven by motivation and persuasion; Adidas came up with a digital film with a counterintuitive concept. Instead of giving reasons to women to run, the brand rode on the belief that no one can make someone run unless they want to.

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    The goal of the film was to make women realise that no external motivation can drive them, nor can any excuse hold them back.

    The campaign will be further propelled via a 360 degree initiative, digital and on-ground branding.

    Adidas business unit head Sunil Gupta says, “The campaign echoes an urban dilemma of the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Through the film, we set out to showcase some of the thoughts people might have at the moment of truth, that metaphorical wake-up call which may spur us into action or lull us into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully,” he adds.  

    Isobar India national creative director Anish Varghese mentions, “In today’s busy lifestyle, it’s getting easier for people to find excuses whether it’s to run or not to run. This is an attempt to make people realise that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end, the onus is on you to get up and go for that run.”