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Tag: Madison

  • HMSI’s Independence Day campaign receives phenomenal response from audience

    HMSI’s Independence Day campaign receives phenomenal response from audience

    New Delhi: Honda Motorcycle & Scooter India’s (HMSI) Independence Day campaign recorded a phenomenal response from the audience.

    The campaign, which unveiled its YouTube masthead campaign ‘Desh Ki Shine, Honda Ki Shine’ on the occasion of Independence Day, has garnered more than 644 million impressions and over 172 million audience on the occasion of India’s 75th Independence Day.

    Created by Madison Digital, the new campaign encapsulates the joy & pride of every Indian in its theme.

    Additionally, HMSI’s official YouTube page witnessed over 15 percent growth on 15 August, 2022 day with over 10 million views, more than 52000 likes and comments engagement.

    Furthermore, the audience also used the audio to create multiple YouTube shorts. In addition to this, HMSI’s official website also recorded a 300 percent increase in traffic. It resulted in a remarkable click through rate (CTR) of 1.78 percent.

    On this outstanding campaign response, Madison Digital vice president Shobhit Gaur said, “A quest that never stops. I am delighted to see a stellar performance for our client HMSI in partnership with YouTube. We saw an increase in brand trust and were able to break the clutter to deliver ground-breaking results for the brand.”

  • Madison Digital bags social media mandate for Glide Invest

    Madison Digital bags social media mandate for Glide Invest

    Mumbai: Madison World’s digital arm, Madison Digital, has won the social media mandate for Glide Invest, an online financial planning platform backed by Motilal Oswal Group. 

    The account was won after a multi-agency pitch involving several rounds of presentations. 

    Speaking about this association, Glide Invest founder and CEO Pratik Oswal commented, “We are impressed by Madison’s depth and expertise in the space and are excited to partner with them.”

    Madison Digital vice president Kosal Malladi commented, “We are delighted to partner with Glide Invest and be a part of their digital growth journey. We are looking forward to doing some ground-breaking work together.”

    Madison Digital has grown 10x in terms of billing in the last three years, to become a 200+ employees strong outfit with capabilities in Branding, Performance & Creative solutions.

  • Madison Public Relations names Abhinav Srivastava as CEO

    Madison Public Relations names Abhinav Srivastava as CEO

    Mumbai: Madison PR, a unit of Madison World, has announced the appointment of Abhinav Krishna Srivastava as its chief executive officer. He will be based in the agency’s Mumbai office.

    With over 21 years of experience, Srivastava is an expert in internal and external communications covering public relations, public affairs/advocacy, digital, advertising and integrated marketing campaigns, according to the agency.

    He also comes with enriched experience of stakeholder engagement, CSR, financial & investor relations, crisis management and media training. He has led integrated marketing and communications strategies across sectors like consumer, lifestyle,  food, pharma & healthcare, technology, telecom, energy, infrastructure, finance & banking, aviation, automobile, realty, retail and hospitality. Having worked with some of the world’s most respected brands, he has experience with multiple consumer market mechanisms and managing complex corporate reputation programs for businesses.

    Prior to joining Madison PR, he spent almost two years working at SPAG Asia and D Yellow Elephant as chief operating officer. Aside from SPG Group, he has been part of leadership teams at Avian WE, Edelman India, Comma Consulting and Rediffusion DYR.

    Madison World chairman Sam Balsara said, “I am delighted to have Abhinav lead our very capable and experienced Madison PR team as CEO. Am sure he will take Madison PR to new heights and will add a lot of value to our client’s business.”

    On joining Madison and commencing his new role, Srivastava said, “I’m beyond excited to join Madison Public Relations and be a part of such a respected, mission-driven team of India’s leading homegrown agency group. I look forward to developing our business by building on established clients and finding new opportunities for growth. As the communications domain has got revamped in the past two years, I believe Madison’s might and my multi sectoral experience will help us expand our growth horizon and get into the big league!”

  • Samsung launches innovative out-of-home campaign for WindFree AC Technology

    Samsung launches innovative out-of-home campaign for WindFree AC Technology

    Mumbai: Samsung has launched an innovative out-of-home campaign for its brand-new Split ACs with WindFree technology. The campaign is executed by Cheil India in association with Platinum Outdoor, a unit of Madison World.

    Following a two-year pandemic-mandated lockdown, the objective of the campaign is to capitalize on bringing out the best through OOH innovation and a huge revival of outdoor commute by placing large hoardings and branding at high traffic areas.  

    The campaign covers four cities across India, including Jaipur, Pune, Ahmedabad, and Kolkata. Samsung’s bright and eye-catching billboards have been placed in prominent, high traffic locations in each city, targeting high footfall locations and commuter areas.

    To creatively impact consumers, a large scale backlit cut out of AC was executed with a magnifying lens that magnifies the micro holes in the AC. The magnifying lens and AC were both backlit. ‘Samsung WindFree powerful gentle cooling’ was highlighted with acrylic letters. With the use of blue ice as a backdrop in the creatives, the campaign intended to depict a cool environment because of the ACs.   

    Samsung’s extensive one month campaign includes bright, LED-lit creatives visible on highways. With this clever, creative and striking outdoor campaign for Samsung, the brand has positioned itself to become a hot topic of conversation by discussing the importance of micro holes for clean and cool air in our homes.

    Speaking about the campaign, Samsung AC business product marketing head Ankur Kapoor said “Our latest range of premium WindFree™ air conditioners addresses consumers’ evolved home cooling needs and works efficiently by dispersing cool air through 23,000 micro holes. The new line-up is designed to give highest level of comfort by creating a still air environment, along with powerful cooling. We used innovative out of home hoardings to create awareness in key markets and it enabled us to connect with the right target audience for this product range.”

    Cheil India head- OOH business Durba Mandal said, “At Cheil India, we believe in creating both value and impact for Samsung with our focused planning approach. The brief from Samsung for its brand-new Split ACs with WindFree technology was very precise, i.e. to use the OOH format innovatively and highlight the technology feature of the newly launched range and I am glad we carried out the campaign flawlessly.”

    Platinum Outdoor and MRP CEO Dipankar Sanyal said, “We have been collaborating with Cheil for Samsung for over a decade now. It has always been our endeavor to create great work for our clients both on creative and planning using our Madison proprietary tools for sharper targeting. We are extremely happy to see our idea of bringing alive the various aspects of Samsung’s split AC with wind free technology on strategically located billboards.”

  • Madison Media Ultra wins media mandate for Jyothy Labs

    Madison Media Ultra wins media mandate for Jyothy Labs

    Mumbai: Madison World’s Madison Media Ultra has won the media mandate for Jyothy Labs. The agency will be responsible for traditional media and digital media mandates for the client including TV, print and digital.

    Jyothy Labs is a well-established name in the FMCG category. As one of the leading brands in the household products industry renowned for its affordable products, national accessibility and exceptional packaging. Jyothy Labs operates several brands including Ujala, Pril, Maxo, Margo, EXO and Henko to name a few.

    Madison Media also handles media planning and buying for blue-chip clients like Godrej, Marico, Asian Paints, Titan, Blue Star, TVS, Raymond, Ceat, Pidilite, Bajaj Electricals, McDonald’s, Lodha, Shaadi.com and many others.

    Speaking of this collaboration, Jyothy Labs managing director Jyothy MR said, “Madison is a respected name in the industry with its proven expertise in traditional and contemporary media platforms. We believe our brands will be ably assisted with Madison’s well rounded integrated media solutions in meeting our marketing objectives.”

    Madison Media Ultra COO Jolene Fernandes Solanki commented, “Extremely delighted to partner with one of the pioneering brands in our country. We are pleased to have Jyothy Labs on board and partner with them in their growth journey. We believe that our framework at Madison – ‘keeping consumers and technology at the center’ – will complement Jyothy Labs’ growth journey.”

  • HiveMinds wins digital marketing mandate for Rupeek

    HiveMinds wins digital marketing mandate for Rupeek

    Mumbai: The digital specialist of Madison World, HiveMinds won the digital marketing mandate for the leading gold tech platform Rupeek. The agency won this mandate following a multi-agency pitch.

    Rupeek is an asset-backed digital lending platform founded by IIT Bombay alumnus Sumit Maniyar in 2015. Rupeek’s investors include Sequoia Capital, Accel Partners, Bertelsmann, GGV Capital, VEF, and Lightbox. They recently recorded an annual disbursement run rate (ARR) of $1 billion in December 2021 making them the first-ever asset-backed lending company to achieve this milestone in the fintech space. Currently, they serve over five lakh customers in over 55 cities across India.

    Speaking of this association, Rupeek spokesperson said, “Rupeek is the first brand that has digitized the entire process of obtaining secured credit against gold holdings, allowing users to get instant credit from the comfort of their homes. As we continue to grow and unlock gold backed credit for a billion Indians, digital marketing will play an important role in driving this momentum further via tech-led gold monetization (GoMon) in over 120 cities across the country. We are happy to partner with HiveMinds in this digital led growth.”

    Expressing her thoughts on this win, HiveMinds chief strategy officer Deepti Bhadauria commented, “Gold asset loan is a $2 trillion opportunity in India. There is a massive consumer segment looking for access to cheap capital and monetization of gold assets that can be unlocked using digital marketing effectively. I am happy that we will be partnering with Rupeek, in scaling and building India’s largest digital asset-backed fin-tech platform.”

  • #Retrace2021: Inching towards a connected future of audience measurement

    #Retrace2021: Inching towards a connected future of audience measurement

    Mumbai: It was for the first time since the 1960s, that Nielsen’s measurement lost a “seal of approval” from the industry that uses it, as leading advertisers and TV networks sought alternate means of counting their audiences. The TV measurement company had long faced criticism from the Video Advertising Bureau (trade organisation representing the advertising sales departments of networks and distributors) over undercounting the TV viewing during the pandemic, and the exclusion of broadband-only homes. The months-long feud culminated in the suspension of accreditation of Nielsen’s national and local TV ratings service by the Media Ratings Council, effective mid-September 2021.

    Also read: Nielsen loses accreditation for TV measurement service

    Matters were further compounded by NBCUniversal launching a measurement RFP in August, calling for “measurement independence”. In September, even as Nielsen CEO David Kenny acknowledged the gap and bias in measurement as a result of the exclusion of broadband-only homes representing nearly 30 per cent of TV households in some local markets, ViacomCBS announced its partnership with software and data platform, VideoAmp for TV measurement data. The move opened the way for other networks to explore alternative means of counting their audiences.

    Also read: ViacomCBS teams up with VideoAmp for TV Measurement after Nielsen loses accreditation

    At the centre of this growing dissatisfaction with the panel-based measurement system was the Connected-TV revolution and the under as well as misrepresentation of the large universe of the audience that has either completely cut the cord or is consuming both linear and CTV across devices and platforms. The industry was clamouring for a unified identifier that could bring about fundamental changes in the current measurement system which oversimplifies viewing across CTV by extending linear TV measurement standards to it and/or combining two viewing data sets that do not have common metrics.

    Hopes were now pinned on Nielsen ONE, Nielsen’s single cross-media product providing reach and frequency metrics by delivering a holistic, deduplicated view of both content and ad performance regardless of screen, device or platform.

    Laying the groundwork for implementing the new flagship currency across local, national and digital measurement towards the end of September, Nielsen announced the “Impressions First Initiative” for impression-based buying and selling in local markets across the US, as well as the integration of Broadband-Only Homes into local measurement in January 2022. The impression-based currency will deliver a more complete, precise and representative audience measurement, along with the added benefit of enabling cross-platform audience measurement, it said. 

    Going full-throttle on its digital transformation, in October Nielsen unveiled a new brand campaign, including a new identity, reflecting the company’s focus on delivering digital-first and global-first media solutions in three areas—measurement, audience outcomes and content services. The shift signaled the combining and enhancing its measurement solutions into the single cross-media measurement solution, Nielsen One.

    Announcing the year’s biggest development and the culmination of a long wait, on 21 December 2021, Nielsen unveiled the first iteration of Nielsen ONE, ‘NielsenONE Alpha’ with Disney and MAGNA as participants. The newest deduplicated ad-measurement will continue to evolve with new feature additions, enhancements, and model improvements leading up to the launch of the final product in the fourth quarter of 2022.

    Aligning India with the global digital shift  

    While the connected TV/OTT ecosystem in India is not as well developed and deeply entrenched yet, it is relevant here to recall Barc India’s intent to initiate ‘one video view’ measurement, announced in September 2020 by ex CEO Sunil Lulla. At the height of the TRP scam that broke out around the same time, a section of the industry had expressed doubt regarding some stakeholders derailing the ratings agency’s efforts and intentions to bring forth a unified, cross-platform measurement system.

    Also read: Nielsen to launch new commercial metrics to track individual ads on TV

    The TRP committee formed in the aftermath of the scandal recommended measures to reinstate faith in the current rating system by strengthening corporate governance within Barc India at the board level through independent technical oversight, term limits, and wide representation that minimises conflicts of interest. The 39-page report also pushed for the formation of multiple rating agencies in competition to Barc India and creating a specialised regulator to oversee all of them.

    Even as it addressed the pitfalls in linear TV measurement, the four-member panel led by Prasar Bharati CEO Shashi Shekhar Vempati laid down the framework for a comprehensive transformation and democratisation of the country’s rating systems and standards in line with the global shift towards digital.

    Considering the increasing convergence between STBs and smart media devices and the emergence of hybrid boxes capable of both CAS compliant linear TV viewing and internet streaming-based OTT viewing, the committee recommended a Return Path Data (RPD) mandate in all future STBs deployed by Distribution Platform Operators (DPOs). It also noted the emergence of smartphone-based apps capable of interacting with such hybrid boxes as paving the way for additional avenues for RPD data capture and relay.

    Further, it suggested the government/regulator examines incentives and policy interventions including FDI norms in the media audience measurement technology space so that India emerges as the hub for global innovation in this sector.

    Acknowledging the growth in digital advertising as well as the trend of linear TV viewing over interfaces other than traditional televisions and beyond the threshold of conventional households, the committee stressed the need for regulatory interventions to foster innovation while allowing for value chains to evolve, keeping pace with global trends and local market dynamics.

    “A hallmark of digital innovations over the past few decades has been disintermediation within value chains and disruption across industry domains, leveling the playing field and spurring competition. The world of linear television ought to be no exception to such disintermediation between buyers and sellers of media. There are no reasons why new models of advertising such as platform-based advertising, location-based advertising, programmatic advertising, etc must not emerge,” it said while adding that the guidelines prescribed must not privilege any one business model over another, nor create barriers to the emergence of more efficient business models.

    The above recommendations are both practicable and necessary considering the pace at which television viewing is evolving in India. As per mediasmart’s India CTV Report 2021, CTV viewing in India is on a significant uptick and increased by 31 per cent, compared to 81 per cent globally. Even though India is still a young market, it has tremendous potential for CTV adoption by consumers. In April 2020, 21 per cent of CTV viewing households were cord-cutters (households who cut the cord within the past five years), whereas 22 per cent were cord-nevers (households with no cable/satellite subscription in the past five years).

    Ormax Media research pins the Indian OTT audience universe at 353.2 million people, translating into a penetration of 25.3 per cent. According to various other estimates, the figure including YouTube is roughly 500 million. As regards CTV adoption, Madison’s Q2 report revealed that smart TV shipments grew by almost 65 per cent, claiming an 80 per cent share of the total TV shipments. Their massive adoption was fuelled by starting price points as low as Rs.15000.

    Given that TV as a medium still has considerable scope for growth in India, preparing for a connected future may seem like a long shot at this juncture. However, the Indian market which is often typecast as ‘underdeveloped’ is also a curious one where the digital revolution is being brought about by smartphones that have outmaneuvered PCs as the primary or base medium. With the current regulatory regime that seems to accelerate the clear segmentation of audience between Free Dish and streaming services by allegedly disincentivising Pay/Cable TV, we might be in for more surprises. 

  • OACT2021: Plugging the gap of measurability

    OACT2021: Plugging the gap of measurability

    Mumbai: The burgeoning of OTT content consumption in the past couple of years fuelled a proportional increase in the demand for third-party viewership data which, in turn, led to the proliferation of tools and technology available for digital measurement. Some of the important trends and challenges that emerged as a result of these developments were discussed at the OTT Advertising and Connected TV Summit organised by Indiantelevision.com on 7 and 8 October. The two-day event was powered by Mediasmart, an Affle Company and summit partner The Q.

    During the session titled ‘Plugging the gap of measurability’ the expert panel comprising of Integral Ad Science- India Country Head, VP Engineering & Operations – Mehul Desai, DoubleVerify- head of sales, India, Nachiket Deole, Synamedia- principal product manager, Advanced Advertising – Synamedia, Daniel Wohlfart, and Nielsen Media India MD, Dolly Jha shed light on why digital measurement cannot be a simple ‘plug and play’ game, and the need for evolving metrics, for data sharing as well as well-thought-out measurement strategies optimised for through-the-funnel advertising. The discussion was moderated by Madison World, Madison Media Sigma CEO Vanita Keswani.

    Sharing some stark facts to explain the emergence of fraud prevention as the top trend in the digital measurement space, Integral Ad Science’s Mehul Desai said, “Annually, close to 35 billion advertising dollars are lost to global ad fraud. It is the second biggest industry, after drugs, in terms of organised crime.” Daniel Wohlfart further pointed out that “almost every ad campaign in Europe comes with a built-in requirement for ad verification by third-party.”

    In the Indian context where OTT measurement is in the early stages and many advertisers are starting out on their digital journeys, trends point towards increasing awareness on the issue.

    At Neilsen, measuring the percentage of ad fraud is one of the deliverables on every campaign, yet “not more than 25-30 per cent of ad spends are getting measured currently,” observed Dolly Jha. She added that systematic and consistent measurement of ROIs, the technology and tools for which exist and are being implemented as well, has to be set in to scale up ad fraud prevention, attributions, data sharing, and other aspects of OTT measurement.

    As Desai indicated the growing importance of brand suitability for a particular ad environment and context matching in a world where “advertising has changed from being persona and user-driven to being context-driven”, Nachiket Deole of DoubleVerify shared his understanding of marketers moving beyond traditional metrics such as CTR, VTR, CPRP, and even polls and attributions to measure the impact of consumer action in real-time – how consumers are responding to/engaging with their campaigns. “We always recommend our clients to optimise campaigns on all aspects – ad fraud, viewability, brand safety. Every single impression must pass through all three quality parameters for it to become a quality impression and deliver results.” 

    With the above, almost all components for evolving a third-party cross-platform digital measurement ecosystem – the demand for which is seeing a significant push from advertisers across categories, are in place, except the industry has to work around accessing, and not breaching, the Walled Gardens. Jha shared that while there has been some tight-fisting from expected quarters “the number of publishers that have come on board for measurement at Nielsen in the past nearly 18 months has been phenomenal.”

    Concerted efforts are needed to sustain this extremely positive development towards the inevitable goal. “There is increasing awareness among the walled gardens and independent broadcasters/publishers of third-party cross-platform measurement as a thing that advertisers want to achieve. The unique identifiers that these broadcasters have are their most valuable asset; naturally, they want to be able to monetise as well as safeguard it. As platform providers, it is important for us to convince and enable them – through tech and tools – to buy at their own standards, because otherwise, the budgets are just not there,” Synamedia’s Wohlfart explained in his closing remarks to the session.

  • Zee5 launches OTT-first ‘Intelligence Monitor’

    Zee5 launches OTT-first ‘Intelligence Monitor’

    Mumbai: Streaming service platform Zee5 on Friday announced its plans to launch an industry-first fortnightly knowledge series ‘Zee5 Intelligence Monitor’ to decode the latest and imminent consumption trends, consumer preferences, and new insights across various product and service categories. 

    According to a statement, the new offering aims to add incremental value to the brands’ range of advertisers.

    With its audience spread across the country, the ‘Zee5 Intelligence Monitor’ will track transformative consumer behaviour across industry verticals spanning diverse categories such as auto, beauty, health and wellness, smartphones, gaming, cryptocurrency and more, said the statement.

    This model will bring together renowned industry leaders for expert viewpoints especially pertaining to the new-normal accelerated by the rapid adoption of the internet and technology, it added.

    “The ZEE5 Intelligence Monitor knowledge series will bring on board brand custodians and product leaders from diverse industries to analyse and examine the deep implications of the emerging and imminent trends, consumer perceptions and outlooks, and further discuss how each product category can take maximum advantage of these disruptive transformations,” said Zee Entertainment Enterprises Ltd COO for revenue Rajiv Bakshi. “Our objective is to offer our advertiser partners a multidimensional understanding to traditional and emerging product categories, coupled with insights into the minds of consumers and to effectively drive targeted engagement, combat ambiguity and boost smarter business decisions.”

    “It is intriguing and exciting to hear about the imminent launch of the ZEE5 Intelligence Monitor. We all read category analyses from different forums, but I believe this is the first time an entertainment major is publishing perspectives on emerging and established categories,” remarked Madison Media & OOH group CEO Vikram Sakhuja.

  • Madison OOH launches OTS measurement updates for Covid2019 unlock periods

    Madison OOH launches OTS measurement updates for Covid2019 unlock periods

    NEW DELHI: The Covid2019 lockdown has significantly changed the user mobility (traffic flow patterns). The current traffic movements are very different when compared to the pre-Covid2019 lockdown movements, and are quite unpredictable. Realising this unpredictable outdoor scenario, Madison decided to launch an extension to its Traffic Count Tool. This tool will provide clients with legitimate data to help them note the actual changes in OOH mobility in the post-Covid2019 lockdown era. 

    Madison’s technology partner for this is  AdMAVIN – a Geo-spatial marketing solutions company, founded by alumni from IIT Madras. 

    The extension of Traffic Count Tool utilised the Google mobility reports. These reports are available for various countries and contain state-wise summaries for each touchpoint. The algorithm of Traffic Count Tool is updated to provide OTS based on the current OOH Mobility with a location level detailing. 

    Mobility of a particular location is estimated based on the latitude and longitude of 25,000+ sites which have been tagged in the Madison OOH system across all major markets. A 1km vicinity to a particular location is mapped and the dispersion of touchpoints studied. A change % is determined and applied on the base line OTS to provide present day OTS numbers. The dataset provides the change compared to a baseline value for any given day of the week. The baseline defined by the Google Mobility report, is the median value corresponding to the respective day of the week, during the 5-week period Jan 3 – Feb 6

    To further advance and enhance the Madison Traffic count tool, further granularity will be provided based on the market Population and Live Traffic flow data. The OTS COVID-19 update will help in providing current and realistic OOH estimations to clients and will be updated on a weekly basis. This will help in providing clients with real time OTS which are the best possible impression numbers that can be shared for OOH roadside media. The Traffic Count Tool can help provide OOH mobility data at key touchpoints and key markets. From the consumer in their work, live & play arenas like retail and recreation, groceries, and pharmacies, parks, transit stations, workplaces, and residential points of interest respectively. 

    Considering the dispersion of traffic, we see a difference in recovery basis the touchpoint spread and market. For e.g. Mumbai has seen an average recovery of 57 per cent of traffic across key junctions while cities like Bengaluru and Delhi have recovery of movement to the range of 65-70 per cent. Although few locations have shown encouraging signs of traffic movement compared to Pre-COVID conditions, the majority of the locations range in the 57-60 per cent recovery. Smaller cities like Lucknow, Patna and Vijayawada have seen a 10-15 per cent point better recovery of traffic movement than the larger cities.

    Madison Media & OOH Partner & Group CEO- Vikram Sakhuja says, "Thanks to traffic count data that we have built data tech partnerships in, it is now possible to track the post lockdown recovery of traffic on our metro roads. This should help build confidence amongst OOH advertisers.” 

    Traffic at some key Junctions in Metro