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Tag: Kartik Iyer

  • Dentsu India rejigs leadership, elevates Divya Karani & Kartik Iyer

    Dentsu India rejigs leadership, elevates Divya Karani & Kartik Iyer

    MUMBAI: Dentsu International has made key leadership changes in India as part of its global organisational redesign. Media Brands and Amplifi erstwhile president Kartik Iyer will now join the network’s market leadership team as its chief operating officer. He will continue to report into Anand Bhadkamkar and will be instrumental in driving the implementation of dentsu’s new business model within the country.

    Iyer will help navigate Dentsu’s global transformation program with a focus on collaborating with leaders and client teams across businesses in the market to change how the network works and inculcate the culture of operational excellence. He will engage with regional teams, global teams, and all other network brands to ensure that the ongoing transformation program and the new business model is efficiently adopted and effectively addresses local business requirements.

    The network has also appointed Dentsu X India CEO Divya Karani as the chief executive officer for media, south Asia. Here, media includes the agencies dentsu X, Carat, iProspect and Posterscope. She will continue to report into Anand Bhadkamkar. In this additional role, Karani will be responsible for driving the global media strategy and delivery in south Asia, ensuring its alignment and relevance to the market..

    “Dentsu is committed to delivering the best to its clients and Kartik and Divya are veterans in what they do,” said Bhadkamkar. “Kartik is recognised industry-wide for his media expertise while Divya is one of our finest from the industry. Her strength lies in delivering first-class, client-centric results and I am confident that their expertise and experience will only help accelerate the effectiveness, purpose, and performance offered to our clients.”

    Haresh Nayak will continue to serve as COO for dentsu Media in India in addition to his other current roles as president, Posterscope Asia Pacific and MD, Posterscope India, while Rubeena Singh is now in-charge of the freshly rebranded iProspect. For the record, the agency recently witnessed the merger of Vizeum and iProspect into one to bring together the former’s media strategy and planning, storytelling, and brand-building capabilities with the latter’s digital expertise, audience knowledge, and performance mindset. Anita Kotwani will continue to lead the Carat brand for India.

  • Dentsu Aegis Network India Launches ‘CCS 2019’

    Dentsu Aegis Network India Launches ‘CCS 2019’

    MUMBAI: In its continuing focus to mine consumer insights and deliver sharp intelligence, Dentsu Aegis Network has launched the third round of its proprietary consumer-based system, widely known as CCS (Consumer Connection System). This proprietary and in-depth research has robust consumer understanding as it unfastens the power of consumer behaviour by comprehending their mindset & interests.

    This edition, CCS 2019, is the most comprehensive single source study available, which enables discovery of the consumer insight and identifies the most valuable consumers and their relationship with communications. CCS provides completely unique actionable insight into communication usage and engagement across 60+ bought, owned, and earned digital, experiential and media channels.

    Speaking on the launch of CCS 2019, Dentsu Aegis Network president- media brands Kartik Iyer said, “It’s amazing what CCS has thrown up over the years. It has enabled us to understand consumers and predict trends well before the Industry. In fact, the results of the last round a couple of years ago already showed that we needed to plan across video screens, which is why we set up the Video Stack practice for multiscreen planning for our clients in 2016. This round has already started throwing up surprises like the increasing Social media and Newspaper readership for women which if looked closer definitely have a relationship. We are most excited with CCS’ latest round and I am sure that all of the DAN agencies and their clients will benefit hugely in keeping ahead of trends and connecting with their most valuable consumers.”

    The latest fieldwork has been conducted across 24 cities which includes representation of tier 2 towns as well and covers a sample of over 17,000 respondents representing 83 Mn people in urban India. The study also covers the younger audience aged 12-14 as they are the key influencers for many categories today and driving the future purchase.

    Through this large scale research-based system, Dentsu Aegis Network will continue to provide the most advanced understanding of the consumer behaviour on their path to purchase across several categories, with a deeper understanding of the media impact in their decision making, thereby enabling the most efficient selection of media focused on delivering to marketing KPIs.

    Overall, CCS has a global sample size of over 400,000 across 52 markets, making it the world’s largest research of this nature. CCS is offered exclusively to DAN clients and is applied both internationally and locally to deliver enhanced communications strategy and planning, benefiting brands with improved targeting, precision and efficiencies.

    The research design is based on CCS globally and adapted locally keeping in mind India’s dynamic landscape, while the field work was managed through Hansa Research using the CAPI methodology with the questionnaire available across 10 languages and rendered on tablets. Extensive use of technology with aspects like GPS tracking of field teams, daily quality checks, audio recording of field interviews ensured that the data quality & authenticity was maintained. Since the questionnaire is intensive, global best practices and techniques were used to ensure that the data doesn’t get compromised by respondent fatigue.

  • Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

    Dentsu Aegis Network removes Kartik Iyer & 3 seniors following sexual harassment allegations

    MUMBAI: Amidst the ongoing #MeToo movement, where several allegations regarding sexual harassment and sexual assault have come to light, the media and entertainment industry isn’t left behind.

    Recently, Dentsu Aegis Network’s (DAN) Happy mcgarrybowen came in the limelight for similar accusations against its CEO and other senior executives. The agency network had last week launched an investigation into the allegations.

    Following the controversy, DAN has removed Happy mcgarrybowen CEO Kartik Iyer and MD Praveen Das from their positions. Additionally, Bodhisatwa Dasgupta, senior creative director, Happy Creative Services and Dinesh Swamy national creative director, iProspect India have also stepped down from their respective positions following harassment charges.

    In a press statement issued by Dentsu Aegis Network, the network announced: “Dentsu Aegis Network has always believed in providing a safe environment at our workplaces which is free from any kind of harassments. We have a zero tolerance policy towards any kind of harassment at our workplaces. Mr. Kartik Iyer (CEO) and Mr. Praveen Das (MD) have stepped down from their respective positions and responsibilities at Happy Creative Services. Additionally, Bodhisatwa Dasgupta, Sr. Creative Director, Happy Creative Services and Dinesh Swamy, National Creative Director, iProspect India have also stepped down from their respective positions.”

  • Cure.fit features celebs in campaign ‘For The Love Of Fit’

    Cure.fit features celebs in campaign ‘For The Love Of Fit’

    MUMBAI: Cure.fit, the health and fitness destination that empowers well-being across physical and mental fitness, has partnered with Happy mcgarrybowen to launch its first-ever brand campaign, #ForTheLoveOfFit.

    It aims to establish cure.fit as a holistic fitness brand with three verticals on offer — cult.fit, eat.fit and mind.fit.

    #ForTheLoveOfFit ties the digital-led campaign together across multiple digital platforms. The campaign will also make its way to cinema screens, print and OOH.  

    The film employs a clever wordplay device to show the various aspects of getting and staying fit through physical exercises, meditation and healthy food – all of which are available on the cure.fit app. Some of the most popular poster-people of fitness like Tiger Shroff, Milind Soman and a few others also feature in quick cameos throughout the film.

    Speaking on the new campaign, Cure.fit co-founder Ankit Nagori says, “Wellness requires personal commitment, but the busy individual of today needs easy access to the avenues for getting fit. What we want to communicate with the video is simple – you bring the passion and commitment for your well-being, Cure.fit makes it convenient for you to achieve your health goals through our holistic health solutions. Happy mcgarrybowen has done a commendable job of helping us reach our core audience.”

    Happy mcgarrybowen CEO and co-founder Kartik Iyer adds, “Cure.fit has started a revolution in fitness space from the day they set out, nearly two years ago. With a unique offering that covers physical, mental and dietary fitness, it’s a wholesome look at healthy living; unlike any other in the wellness ecosystem.There is more than one dimension to fitness, and it always doesn’t have to be hard, painful and serious.Cure.fit breaks that barrier and invites people to get their share in the way most comfortable to them.The film aims to represent the entire gamut of offerings from the Cure.fit app, also trying to get people to think of fitness in a more fun and accessible way.”

  • Foodpanda assigns creative mandate to Happy mcgarrybowen

    Foodpanda assigns creative mandate to Happy mcgarrybowen

    MUMBAI: Following a multi-agency pitch process and numerous rounds of evaluation, online food delivery marketplace Foodpanda, has awarded its creative mandate to Dentsu Aegis Network’s creative agency, Happy mcgarrybowen.

    Foodpanda was acquired by Ola Cabs in December last year.

    The pitch for the creative mandate included both advertising and design disciplines, as the startup looks to revamp its identity after the alignment with Ola. After a tight race, both the design and the brand communications mandates were awarded to Happy mcgarrybowen, who in the past has helped carve a niche for flagship startups like Flipkart, Myntra and Ola.

    Ola Cabs CEO Bhavish Aggarwal says, “At Foodpanda, our mission is to connect deeper with our love and passion for food, and build not just a great delivery experience but also a great food experience. We trust that Happy mcgarrybowen would be able to take that narrative and ethos to the world with strong design and visual communication capabilities.”

    Foodpanda head of marketing Anshul Khandelwal adds, “We distinctly understand the need to build a strong and differentiated brand that people love. Being a food experience platform, we intend to constantly innovate to build foodie-first solutions for India. Considering Happy Mcgarrybowen’s work portfolio, we are confident that the association will ensure an effective brand strategy and communications.”
    Happy mcgarrybowen has been tasked with re-thinking the brand’s design language, which includes reinterpreting its logo and visual identity for the present-day. The advertising and communications will follow suit to help the brand form a bond with consumers in this ever-changing world of transactional relationships.

    Happy mcgarrybowen CEO Kartik Iyer adds, “In a time where the market has already been created, we are proud to have won the mandates in such a competitive environment. We’re raring to go and leap ahead with Foodpanda right to the top.”

    Happy mcgarrybowen CCO PM Praveen Das mentions, “Today brands are ubiquitously present on the digital media, therefore corporate identity too has evolved into a dynamic form. This is the age of the animated logos, GIFs, sonic signatures, design thinking and so on. We are very excited to work on evolving the Foodpanda brand identity by giving it an emergent, contemporary twist and bring it alive to a youthful audience who is so much into food these days.”

  • Kumar Deb Sinha joins The StoryLab as country head

    Kumar Deb Sinha joins The StoryLab as country head

    MUMBAI: The StoryLab, the specialist content agency from Dentsu Aegis Network, has roped in Kumar Deb Sinha as the new country head for its India operations.

    Based out of Mumbai, Sinha will report to Kartik Iyer, president Media Brands and Amplifi – Dentsu Aegis Network India and the executive sponsor for TSL in India.

    Prior to this, Sinha was the national director for content at Wavemaker India, a GroupM Company.

    Armed with more than 15 years of content creation experience, Sinha chiefly specialises in the conceptualisation, designing and production of content across screens. He has produced more than 2000 hours of original content for television and digital including scripted and unscripted formats.

    Commenting on Sinha’s appointment, Iyer says, “We are very happy to have Kumar Deb Sinha on board. The StoryLab aims to be a significant player in the burgeoning content ecosystem of India with a clear positioning. And we are confident that Kumar, with his experience and expertise, will help us take this ambition forward.”

    Sinha mentions that currently there is a huge demand for premium content in India from all key stakeholders – audience, platform and advertiser. Video consumption on personal devices is growing exponentially changing audience preference towards premium entertainment with limited commercial messaging. Both traditional broadcasters as well as OTT players are investing in quality content to differentiate and satiate their audience need. “Advertisers are partnering with premium & successful content formats to connect with this ad-averse audience. Frankly there can be no better time to be a content creator in India for premium and differentiated content and The StoryLab is here to exploit that potential as an innovative investor, distributor and producer,” he adds.

    It is pertinent to note here that TSL expanded its footprint into India in 2015 with a slew of product offerings around content partnership, curation, original content and content investment. With operations in 16 countries, TSL works with publishers & platforms to innovate their supply chain of storytelling and with brands to help them invest in the most engaging and effective content solutions.

  • Jabong launches ‘out-of-the-world’ ad for upcoming Big Brand Sale

    Jabong launches ‘out-of-the-world’ ad for upcoming Big Brand Sale

    MUMBAI: Jabong, India’s leading online fashion brand, has launched its new marketing campaign to promote the fourth edition of its biggest sale of the year- the Jabong Big Brand Sale- which will be held from 27 to 30 July.

    Big Brand Sale (BBS) is Jabong’s marquee bi-annual property that is held in January and July to mark the end of the ongoing season.

    As a part of its 360 degree campaign, Jabong released an #OutOfTheWorld themed 30 sec TVC, which is set in a parallel universe and captures the essence of BBS where the World’s Biggest Brands are available at discounts. During BBS, Jabong is offering four lakh styles from premium, international and Indian brands at 55-80 per cent discount, out of which over one lac styles are for the first time on 50 per cent + discounts and more than 15,000 styles are available at above 80 per cent discount.

    The TVC highlights the Jabong consumers who are free from worldly notions of fashion and have their own unique style and identity, staying true to Jabong’s brand philosophy- Be You. Set against a vast, celestial backdrop and a flickering panorama of space, the TVC beautifully uses spatial objects like stars, satellites and shooting stars to creatively bring alive the ‘out-of-the-world’ experience that the Big Brand Sale promises, in terms of, both, products and discounts.

    Conceptualised and scripted by Happy Mcgarrybowen, the creative agency from Dentsu Aegis Network, the TV commercial will be aired across leading channels, GEC, English and Hindi movies, English entertainment, news, lifestyle and music genres. The television commercials will also run in five-second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor, DTH (Tata Sky) and digital-YouTube, Facebook, Wynk and Truecaller, with OOH across eight cities. Jabong is also collaborating with popular content creators like SIT and leading fashion influencers to amplify the campaign’s consumer reach.

    Jabong head Gunjan Soni says, “The fourth edition of BBS is going to be bigger and better than ever before with innovations like 100 per cent cash back, VIP slots, and lightening deals. The TVC attempts to capture this magic in a uniquely Jabong way. The campaign theme is based on the very essence of BBS which promises an extraordinary experience for our customers by making the biggest global and Indian brands available at out of the world discounts. The TVC beautifully captures this Jabong world where fashion is the way of life.”

    Jabong head of brand Gaurav Kackar adds, “The campaign communication is based on a simple consumer insight that when you dress well, you feel on top of the world. The TVC, set in a spatial backdrop, depicts the Jabong promise to offer an out of the world shopping experience to its customers this BBS. It’s a first-of-its-kind approach to creatively capture the brand essence and highlight the key sale callouts, which we believe will resonate very strongly with our consumers.”

    Happy mcgarrybowen CEO Kartik Iyer mentions, “In a typical situation this would be another opportunity to do another sale ad. But this is Jabong and the team seems to just push the experience of every piece of communication, every single time. A fresh take on what to expect and the excitement around it makes up the experience to be totally out of this world. All credit to the collaboration between client agency and director.”

    Jabong will allot exclusive slots to select shoppers on 26 July to make purchases via wishlisting, coupled with lightening and mystery deals throughout the four days for enhanced consumer engagement. Customers can also earn slots by playing fun games on the Jabong app to buy their favourite products before they go out of stock.

  • Ad spends to grow by 10.5% to reach Rs 624 billion in India DAN Report

    Ad spends to grow by 10.5% to reach Rs 624 billion in India DAN Report

    MUMBAI: Advertising and digital communications group, Dentsu Aegis Network, has released it its biannual global forecasts, pointing to a more positive 2018 for Asia Pacific advertising expenditure than previously expected. 

    Ad-spend growth will rise from 4.0 per cent in 2017 to hit 4.5 per cent in 2018 – higher than the 4.2 per cent forecast in January 2018 and taking total investment to USD 215.95 billion. Regional events such as the 2018 World Cup that will be held in Russia, 2018 Winter Olympics South Korea, Asian Games in Indonesia and Australian federal election will play an important role in stimulating growth.

    Geographically, Asia Pacific is a major growth region, contributing 41 per cent of the global increase (USD 613.5 billion). Comparatively, North America accounts for 32 per cent, Western Europe accounts for 13 per cent with Latin America at 8 per cent and Eastern Europe 5 per cent.

    Dentsu Aegis Network Asia Pacific CEO Nick Waters says, “The region as a whole displays a positive outlook with increasing growth rates. We are seeing upward revisions in most key markets, with India, the Philippines and Vietnam showing high rates of growth.”

    Spend in China continues to grow at pace, though driven almost entirely by the e-commerce platforms Alibaba, Tencent and Baidu. Digital remains the dominant growth area with a quarter of Asia Pacific advertising spend expected to be delivered through mobile for the first time.

    Digital continues its rapid growth with online video gaining in share. This has been driven largely by the availability of high speed connectivity across the country, it is only set to grow faster. TV with a projected market share of 39.1 per cent continues to lead the media share of pie with Print at 29.3 per cent. 

    Speaking on the Indian context, Dentsu Aegis Network India and Amplifi president of media brands Kartik Iyer mentions, “India’s ad spend is projected to grow at 10.5 per cent as compared to the beginning of the year when the growth was expected to be over 11 per cent. It wouldn’t be a surprise to see some forward thinking brands trying to use Video Instead of TV  in a few test and learn cases.”·

    India advertising spend market is expected to grow in 2018 by 10.5 per cent to reach Rs 624 billion. Though there had been a slow start in Q1-2018, the market was picking up from March-April, fuelled by a stable recovery post demonetisation/GST/RERA buoyed by the State Elections in Meghalaya, Tripura, Nagaland and Karnataka in April. The India South Africa Match in January, Budget announcement in February, lead to continued expansion and growth of regional newspapers and television. Both social and online video will see growth for the next five years as India continues to evolve their internet, mobile, cloud audience.

    In China, advertising market is predicted to grow 6.5 per cent in 2018, up from the previous forecast of 5.4 per cent, to reach RMB 630 billion of global ad investment. Growth will be driven by digital, which is forecast to command 60 per cent of advertising spend and increase by 14.8 per cent. The online giants Baidu, Alibaba and Tencent (BAT) are projected to contribute around 80 per cent of this growth, underlining their dominance of the marketplace. Mobile payments are also one to watch in the coming years as platforms such as WeChat or Alipay make cash obsolete in large parts of the country. 

    The mobile device is steadily becoming our primary point of access to all digital services and content. In 2018, 52.2 per cent of all worldwide online traffic was generated through mobile phones, up from 50.3 per cent in the previous year, according to Statista. People now spend an unprecedented amount of time on their smartphones—more than five hours a day, according to some estimates. This growth in usage is largely driven by the widespread availability of high-quality digital Video. Mobile Video consumption is exploding among all age groups and content categories. 9 in 10 Social media users opt for mobile browsing, with mobile apps accounting for 70 per cent of time spent on Social media.

    Reflecting this, mobile is forecast to represent a quarter of global ad spend 25.2 per cent this year exceeding the previous prediction of 24.8 per cent. With Mobile payments forecast to be more popular in the coming years, Mobile is set to continue on a positive growth trajectory a forecast 18.8 per cent in 2019. 

    Traditional media spend is forecast to decline by -0.5 per cent in 2018 and -0.4 per cent in 2019. Newspapers and magazines are expected to continue their downward trend, with falls of -7.5 per cent and -6.5 per cent respectively. Radio, Out of Home and Cinema spend are expected to show steady growth.

    TV spend is forecast to move back into growth in 2018 following a -0.7 per cent decline in 2017, remaining a major medium in the mix with 35.5 per cent of overall investment. 

    Figure 1: Growth in global ad spend 2017-19 (% y-o-y at current prices)

     

     

     

    2017a

    2018f

    2019f

    GLOBAL

    3.3 (3.1)

    3.9 (3.6)

    3.8

    NORTH AMERICA

    2.5 (2.5)

    3.4 (3.1)

    3.2

    USA

    2.6 (2.6)

    3.4 (3.2)

    3.1

    CANADA

    0.0 (0.0)

    2.3 (1.1)

    5.1

    W. EUROPE

    3.2 (3.3)

    2.9 (2.6)

    2.9

    UK

    4.2 (3.6)

    4.2 (3.8)

    4.7

    GERMANY

    2.3 (2.2)

    2.6 (2.6)

    2.9

    FRANCE

    2.7 (1.7)

    2.5 (2.0)

    2.8

    ITALY

    0.9 (0.9)

    1.4 (1.9)

    1.1

    SPAIN

    2.3 (1.9)

    1.5 (1.4)

    1.2

    C&EE

    8.8 (8.3)

    7.8 (7.4)

    6.6

    RUSSIA

    14.3 (12.9)

    11.7 (10.4)

    8.5

    ASIA PACIFIC

    4.0 (3.5)

    4.5 (4.2)

    4.4

    AUSTRALIA

    2.3 (2.7)

    2.8 (2.9)

    2.4

    CHINA

    6.3 (6.0)

    6.5 (5.4)

    6.0

    INDIA

    8.9 (9.6)

    10.5 (12.5)

    11.1

    JAPAN

    1.6 (1.0)

    1.5 (1.6)

    1.2

    LATIN AMERICA

    8.3 (8.1)

    6.9 (8.8)

    7.3

    BRAZIL

    2.8 (2.1)

    2.3 (5.0)

    2.6

     

    Figures in brackets show our previous forecasts from Jan 2018

    Figure 2: Growth in global ad spend by media, 2017-19 (% y-o-y at current prices)

     

     

     

    2017a

    2018f

    2019f

    TELEVISION

    -0.7 (-0.9)

    1.2 (0.5)

    1.1

    NEWSPAPERS

    -9.4 (-9.0)

    -7.5 (-7.9)

    -7.4

    MAGAZINES

    -7.6 (-7.2)

    -6.5 (-5.9)

    -6.4

    RADIO

    1.2 (0.5)

    2.0 (1.3)

    1.2

    CINEMA

    6.1 (4.8)

    5.9 (4.6)

    5.2

    OOH

    2.6 (3.0)

    2.2 (2.4)

    2.1

    DIGITAL

    15.2 (15.0)

    12.6 (12.6)

    11.3

     

    Figures in brackets show our previous forecasts from Jan 2018

     

  • Cure.Fit airs first campaign focussing on healthy food

    Cure.Fit airs first campaign focussing on healthy food

    MUMBAI: Eat.fit, the healthy food vertical of Cure.Fit has rolled out its first ever campaign in partnership with its creative agency Happy mcgarrybowen.

    The campaign is digital-led, but will also make its appearance in cinema screens, print and OOH.

    Cure.Fit was launched in April 2017 by Mukesh Bansal, who also was the head of commerce at Flipkart, and an ex-Flipkart chief business officer Ankit Nagori.

    The campaign is spearheaded with the line #EatfitEveryday, and rightfully so; as the brand promises healthy and tasty home-like food that can be had every day without upsetting your system.

    The campaign takes you through the everyday struggles of food-ordering from regular places where there’s food that puts you to sleep, the greasy type, the sad canteen food, the dabba wala, the type that’s either healthy or tasty but never both. The film humorously captures the hassle of food ordering itself. The film then goes on to show how simple life is after you subscribe to a pack of your liking from eat.fit.

    Cure.Fit co-founder Nagori says, “Our idea was to communicate the ease with which today’s jet setting, young urban professionals can keep up with their busy schedule without compromising on healthy eating. We are pleased with the new-age look of the campaign developed by Happy mcgarrybowen.”

    Happy mcgarrybowen CEO and co-founder Kartik Iyer says, “We have been part of the entire journey of creating the Cure.Fit brand, and one of our biggest efforts has been to create a unique identity and langue for the brand and the experience. With the eat.fit campaign we have only taken that further in the Cure.Fit world. The brand speak is simple, contemporary and artistic. Strategically the eat.fit offering is more than just convenient food at your doorstep. In today’s urban worlds many people feel the need to order-out nearly every meal. The need for it is more today than ever. Hence, the campaign of eat.fit every day.”

    With Cure.Fit branching out into cult.fit, mind.fit and eat.fit, it aims at extending complete support for anyone who wants to lead a healthy life – from body to mind to soul.

    Eat.fit offers calorie counted balanced meals from a menu that comprises of an array of Indian and global dishes that are made with fresh ingredients, and are high in protein and low in fat. Eat.fit also has offerings aimed at specific health goals like weight loss, lean muscle gain, etc. The recipes created by an expert panel of nutritionists and chefs, are rooted in local and global cultures and is prepared with the freshest of ingredients, with high emphasis on locally sourced, seasonal and premium products.