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Tag: marketing campaign.

  • GUEST COLUMN: Understanding the role of NFTs in influencer marketing

    GUEST COLUMN: Understanding the role of NFTs in influencer marketing

    Mumbai: Let’s start by understanding NFTs.

    The acronym NFT stands for “non-fungible token.” This signifies that it’s a one-of-a-kind code that can’t be substituted with anything else. An NFT is nothing more than a digital representation of a physical item. NFTs have monetary or sentimental worth and can be bought, sold, or traded. You can own them because they are digital assets. They are one-of-a-kind digital assets in the form of cryptographic tokens. Bitcoin tokens can be thought of as blockchain-verified dollar bills, and NFTs are works of art or other media files that have been confirmed on the blockchain.

    In the digital realm, the possibilities are limitless. NFTs are a gamechanger for digital content creation since they allow creators to create and sell art, music, books, films, and more. Digital marketers and content providers can communicate with customers on social media, give them valuable assets such as giveaway prizes, and more.

    How do NFTs impact influencers?

    NFTs have the potential to establish a new universe of intellectual property with copyright income for content creators and influencer-generated material that attracts influencers and content creators. We’ve seen over the last decade that viral moments may provide a monetary profit for their creators. Memes, short videos, and products are all examples of this. It can be used as a possible revenue stream for a variety of people and businesses, ranging from professional sports leagues to artists and others, who can now sell the NFT behind their brands instead of having to negotiate a three- or five-year usage of their image.

    Influencers can earn a lot of money, but their resources are limited. To make money, they rely on brand partnerships and collaborations. But NFTs change that by offering a completely new way to make revenue and improve marketing strategies. Because of its unique setup, the creator economy has enabled individuals to generate digital content using blockchain-based technologies, potentially altering the financial environment for the creators involved. They’ve made it possible for artists to make millions from just one piece of work. NFTs are being explored by creators as a means to deliver unique, paid experiences and communicate with their followers.

    NFTs also have the potential to be sold in the future. They can be configured to allow royalties so that when an asset is sold on the NFT marketplaces, the developer receives a portion of future sales.

    Naturally, the scope of influencers in the fields of lifestyle, fashion, and art is nearly endless. These influencers can sell exclusive content, such as digital art, while NFT ensures its validity and value. Influencers in the gaming industry are also getting involved, selling in-game weaponry and artifacts as NFTs.

    As a prize, NFTs can boost engagement. Influencers can organise a campaign and give away NFTs, which have a lot of value for their followers. NFTs are also excellent prizes for collaboration posts and user-generated content contests, particularly if they include a memorable moment, exclusive material, or a digital collectible.

    Moving Forward

    NFTs aren’t just the latest craze; they’re digital assets that exist exclusively online yet have real-world value. We’re getting more digitally oriented, and NFTs bring a popular activity, an investment possibility, and a status symbol into the digital realm. We like physical objects that we can hold and feel, but digital assets are the way of the future. Companies and influencers have a one-of-a-kind way to monetize online content and intellectual property, from unique digital art to a virtual baseball card to an unforgettable moment.

    It is critical to recognise that NFTs do not pose a threat to brand-influencer partnerships. On the contrary, by employing NFTs as a newer form of technology that will allow them to drive innovation, they will be able to improve their collaborations and continue to expand their ties.

    NFTs are popular because of their uniqueness and collectability. Creating products through limited partnerships between companies and influencers will be a whole new revenue source for both the brand and the influencer. Customers can gain access to a unique piece of the digital world with NFTs.

    Today, marketers are using Livestream product launches and other experience sessions with influencers in the form of tutorials to create experiences that are exclusive. The digital and crypto worlds are sweeping the globe as new generations of customers become increasingly accustomed to them and see the enormous value of this type of transaction and investment.

    (The author is CEO of Mad Influence, a social media marketing platform. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them.) 

  • Keep your brand ‘Top of Mind’ with DTH advertising

    Keep your brand ‘Top of Mind’ with DTH advertising

    Mumbai: As the home to nearly 68.89 million active direct-to-home (DTH) subscribers, India has witnessed significant growth in DTH advertising. With this top DTH service providers like Tata Play are also ramping up their game as an effective ad medium for brands.

    According to an expert from the marketing and communications industry, presently 30-35 brands out of 50 prefer DTH to advertise their products and services.

    Interestingly, the medium has attracted brands across categories, from banking giants like SBI and Axis Bank to the leading automobile brands like BMW and Honda.

    Realme, who partnered with Tata Play, formerly Tata Sky, for advertising, sees DTH as a traditional advertising medium with high potential to connect the brand to communicate with audiences in tier 2 and 3 areas.

    From providing direct entry to homes and enabling them to deliver messages to their target audiences, DTH has emerged as an effective communication channel for brands to enjoy top-of-mind recall.

    “It’s the opportunities and advantages of DTH that has attracted the retailers to advertise on this powerful medium,” said AliveNow founder & CEO Advith Dhuddhu. “At the same time, DTH is highly clutter-free and provides exclusive space to the advertisers to engage their target audience.”

    While ads on digital platforms lose exclusivity due to distraction, DTH helps deliver targeted messages. It allows brands to connect with their audience when in a happy environment, mostly when they’re calmly sitting and watching TV at their homes.

    At the same time, the attention span on DTH ad mediums is higher. Patanjali Ayurved COO-media & communications Anita Nayyar feels that DTH as an option that helps unmissable attention from the audience will always be sought after by brands.

    DTH’s growth as an advertising medium

    However, DTH has not suddenly become a popular platform for advertising but has been relevant ever since its inception. If we look back to 2010, when DTH subscribers were barely half of the present number, the platform was still seen as a strong advertising medium among retail brands. It wouldn’t be wrong to say that DTH has always been among the top choices of media planners, according to experts.

    Over the years, DTH has developed its own set of audiences which makes DTH advertising an interesting option, noted Nayyar.

    She credited the present growth of DTH advertising mediums to the halt on other major advertising platforms due to the pandemic. For instance, the consumption of newspapers fell during the first lockdown, so did print advertising. But television still registered 9-10 per cent growth, which is evident for the growth of DTH too.

    How did DTH platforms level up the game?

    DTH companies are also doing their bit to harness the medium’s potential. For instance, Tata Play, with over 23 million connections has had associations with more than 100+ brands, including Swiggy, RealMe, Lotus Herbal, over the past 15-18 months. Buoyed by the advertisers’ response, Tata Play has rolled out various mediums for advertising over the last few years.

    This is not it, Tata Play advertising medium has a whopping reach to over 80 million individuals, which makes it a favorite of brands. The platform offers multiple ad mediums to brands to connect directly with the viewers.

    S&S banner is a notable ad medium by Tata Play. The S&S banner appears on the screen every time the channel is swapped. It provides the advertisers an exclusive presence for a minimum of one hour – appearing on every channel swap. It also ensures an average of 35 million impressions delivered on any time band! Over time, many brands have come forward to reap benefits from its S&S banner ad medium. From Paytm to Realme and from Honda to Swiggy, brands across the spectrum have been leveraging this feature with great interest.

    The ad medium also turned out to be very effective for the financial sector. For instance, The State Bank of India, which is known for its strategic marketing, collaborated with Tata Play in the festive season.

    According to The State Bank Of India VP- media strategy & operations Shweta Sinha enhancing visibility and evoking recognition with a niche audience is an advantage that the bank eyes on while advertising on DTH. “For instance, Tata Play’s S&S banner is a great platform to inform consumers about a new product/service launch, with its clutter-free delivery of the brand message,” said Sinha.

    The State Bank of India leveraged this feature for the Yono Shopping Festival which is targeted to a particular segment with superlative offers and discounts. “Advertising on Tata Play helped us to get a very high reach build up with effective results, making our campaign a success. At the same time, the S & S banner helped us to mark our presence in every DTH household. As our campaign was about a festive sale, we had a very crisp message to deliver- the date of sales and the discount offers, thereby S&S banner turned out as a best-suited platform for our campaign,” added Sinha.

    Axis bank too collaborated with Tata Play to leverage the benefits of S&S banner medium. With this, it is quite evident that DTH advertising is significantly booming in the BFSI sector too.

    Another brand, which rolled out its campaign on S&S banner said DTH was a perfect choice for the campaign, which was targeted to the Indian middle-class household who spends a significant amount of time watching television. “We rolled out the campaign at a time when the entire nation was under lockdown, and other advertising mediums like OOH became immaterial. We also realised that our targeted households spend two to three hours on television every day so we decided to not opt for any other medium and go with DTH,” said the brand’s spokesperson.

    DTH also provides ample advantages over other advertising mediums in terms of cost. The ad rates for advertising on other mediums are skyrocketing when compared to the advertising expenditures on a DTH service. Nayyar also feels that DTH will remain in the race, co-existing alongside other options.

    As far as cable TV is concerned, which happens to be a direct competition to the DTH, operators like Tata Play offer audience measurement and monitoring, giving brands the confidence to invest ad money than cable.

    Sharing her thoughts on the future of DTH Ad mediums, Nayyar said, studying and working from home is a new normal, as long as these phenomena are prevalent, the relevance of DTH will continue to rise at a high pace.

    The time is now for the brands that have not yet taken the DTH route. As experts believe it to grow even bigger in the coming years, reap the benefits for your business.

  • Colors Tamil deploys 360-degree campaign for ‘Namma Madurai Sisters’

    Colors Tamil deploys 360-degree campaign for ‘Namma Madurai Sisters’

    Mumbai: Colors Tamil has deployed a 360-degree campaign across print, digital and outdoor mediums for its brand-new fiction show “Namma Madurai Sisters.” The promotional blitz will cover over 30 sites across central and south Tamil Nadu.

    Invoking the ancient culture of South India, the campaign’s theme focuses on the classic Aadu Puli Aattam (Lambs and Tigers), an asymmetrical, strategic board game in which tigers ‘chase’ goats while the goats try to evade the tigers.

    The campaign titled ‘Paasathukum Pagaikum Idaiye Nadakum Aadu Puli Aattam,’ pits the Madurai Sisters- Indhrani (Chaya Singh), Meghala (Sunitha), Bhuvana (Sankavi) against their uncles on either side of the board with Kavya (Iraa Agarwal) the youngest sister and Nantha Kumar (Deepak Kumar), the male protagonist, observing the happenings with intrigue.

    The tigers in the game represent power while the sheep depict unity, symbolising the central trope of the show where the uncles, though powerful, are no match for the sisters, owing to their sisterhood and unity.

    Colors Tamil has enabled ground activations with interactive magnetic boards at several bus stations in Madurai. People can experience the game as they wait for transport, creating an engaging play zone that will instantly connect them to the show on the channel.

    Besides this, social distancing pathways have been creatively utilized with the engrossing game as seat brandings. The channel has also promoted the campaign on its social media handles using hashtags #PasakaraPullainga #NMS, in addition to employing several other platforms to excite viewers.

    “We’re pleased to introduce novel innovations in our campaigns, and I would like to compliment the marketing team who worked tirelessly to make this one truly engaging and interesting for the general audience,” said Colors Tamil business head Rajaraman S. “‘Namma Madurai Sisters’ is an enticing tale that stands true to our philosophy of presenting unique story arcs and inspiring narratives that have an impact on society. We are confident that this interactive campaign will help in promoting our show and reach audiences on a greater scale.”

  • Omee brings Johnny Lever & Rajpal Yadav together in latest ad

    Omee brings Johnny Lever & Rajpal Yadav together in latest ad

    Mumbai: Alkem Generics-owned antacid brand Omee has launched a new campaign featuring Bollywood actors Johnny Lever and Rajpal Yadav. The brand’s latest campaign #SabkoPataHaiOmee aims to make India laugh as well as create awareness about the brand’s antacid solution for all acidity problems.

    Conceptualised by Hats On Advertising, the campaign features Johnny Lever and Rajpal Yadav in their trademark comic avatars, highlighting their acidity woes with the tagline that says – ‘Acidity Ho Toh Omee Lo.’ The campaign is available across the platforms such as television, print, and social media.

    Sharing the experience of working on the campaign, veteran comedian Johnny Lever said, “Once again joining hands with Alkem Laboratories for the new Omee project was really fun!”

    “It was double dhamaal to work on the #SabkoPataHai Omee campaign and share screen with Mr. Johnny Lever,” added comedian Rajpal Yadav.

    “Omee is Alkem’s iconic brand, so we wanted to create an interesting campaign that connects with the audience and create a brand recall,” said Alkem Laboratories president – marketing and sales Mukesh Tiwary on the launch of the campaign. “We are confident that this new Omee commercial and new Jodi of Johnny Lever & Rajpal Yadav will be well-received by the audience, and we look forward to welcoming new consumers to our brand through this.”

    Talking about the campaign, Hats On Advertising managing director Prakash Goplani said, “When was the last time you came across a humorous campaign? Hence, it was the best time to rope in Johnny Lever & Rajpal Yadav together on screen once again to give our audiences the laugh they deserve!”

  • HDFC Life emphasises need for adequate life insurance in new campaign

    HDFC Life emphasises need for adequate life insurance in new campaign

    Mumbai: Life insurance provider HDFC Life has launched its latest campaign called #AdhuraNahiPuraInsurance to enable consumers understand the need for adequate life insurance.

    Often individuals purchase life cover that is inadequate and remain underinsured. This could be detrimental to the family’s well-being in case something was to happen to the breadwinner, said the company in a statement. “Through this campaign, HDFC Life aims to encourage individuals to calculate their ideal life cover with the help of the Human Life Value Calculator (HLV) available on the company’s website,” it added.

    The campaign comprises a series of three films featuring actor Pratik Gandhi where the protagonist is present in situations that depict the consequences of inadequate preparation. The cases are relatable, and the scenes are witty, showcasing how incomplete actions will land you in a pickle.

    “India has a large population that is either uninsured or underinsured, leading to a high protection gap. With an increase in the young working population there is a greater need for life insurance to secure the breadwinner in the family. Further, the pandemic has enhanced the need for a financial safety net,” said HDFC Life head of marketing, digital business, and e-commerce Vishal Subharwal.

    “Human Life Value calculation should ideally be the first step while purchasing life insurance. It ensures that the cover is adequate and fulfils the purpose of the policy. Through this campaign, we aim to create greater awareness of the need for adequate life insurance cover,” he added.

  • Panasonic’s latest campaign underscores importance of healthy indoor air

    Panasonic’s latest campaign underscores importance of healthy indoor air

    Mumbai: The last two years have fuelled an increasing concern over the quality of the air we breathe, both outdoors as well as indoors. With many of us spending more time indoors during the pandemic Panasonic India has introduced a new 360-degree marketing campaign called ‘AC for Healthier Homes’ that emphasises the importance of a healthy indoor environment. 

    Conceptualised by Wunderman Thompson, the campaign uses light-hearted humor to highlight Panasonic’s smart range of Air Conditioners (ACs) which are equipped with nanoe-X and nanoe-G technologies to promote safe and healthy indoor spaces using smart and intelligent air conditioners. These are Panasonic patented technologies that ensure a healthier indoor Air Quality Index (AQI) and are capable of inhibiting bacteria and viruses, according to the brand.

    “Our consumer insight reports tell us that today’s consumers are increasingly conscious of a safe and healthy indoor environment and are seeking appliances that can ensure health and hygiene,” said Panasonic India head of marketing communications and brand Shirish Agarwal. “Our AC for Healthier Homes campaign takes cognizance of this aspect and conveys the value propositions of Panasonic’s smart ACs through a light-hearted humor-filled conversation that instantly connects with millennials and is quite relatable.”

    “The need to have healthy living conditions at home is paramount for today’s consumer. Panasonic’s new-age innovative tech solutions aim to cater to this need to stay protected and turn homes into healthy havens,” commented Wunderman Thompson Delhi managing partner Joy Chauhan. “This is quite a remarkable achievement in consumer goods technology and Wunderman Thompson is proud to partner Panasonic in their ‘Panasonic AC Healthy Homes campaign’ for the cautious consumer.”

    Capitalising on higher Inverter AC sales, Panasonic India’s AC division registered an impressive sales growth of nearly 45 per cent in 2021, said the company.

    The new campaign will be live across electronic, and digital as well as social media channels and outdoor advertising in a phased manner starting with Southern India. Panasonic India will also bring in integrated content to create excitement among consumers, channel partners, and sales personnel at retail stores.

  • Prega News bats for regional markets with influencer campaign

    Prega News bats for regional markets with influencer campaign

    Mumbai: In a bid to further penetrate into the Hindi-speaking and South markets, Mankind Pharma’s pregnancy detection brand Prega News has launched an influencer campaign. The brand roped in 21 regional mom bloggers and content creators to initiate conversations around the usage and recommendation of Prega News during the pandemic. Prega News claims to have 82 per cent share in the Indian market.

    Regional influencers were engaged to break the stigma and lack of awareness around pregnancy which is still prevalent in the smaller cities and rural areas. With the help of content creators and influencers, the brand aims to disseminate customised messages for suiting the dynamics and temperament of the audience, thus helping women to relate to it, said the statement.

    Among the influencers roped in are Surbhi Sharma, Nimisha Arora, Rashmi Thakur, and Varsha Balani. In all there 21 micro, macro and celeb influencer reels were put out on Instagram where the campaign clocked a reach of 6.5 lakh and impressions with 7.2 lakh views. The overall engagement was 31,000.

    With the fear of the pandemic still looming, the Prega News home testing influencer campaign informed viewers that they don’t need to go out for tests during these precarious times. It recommends mothers to switch to Prega News Pregnancy Detection Kit from the convenience of their home to get rapid and accurate results in just five minutes. The kit will help them in taking the first step towards parenthood, which can be followed by required visits to Gynecologists for further care.

    “With the help of Prega News we want to be the first in the womanhood journey to break the news of the pregnancy to the expectant mothers,” said Mankind Pharma GM – sales and marketing Joy Chatterjee. “In this endeavour, we want to take our product deeper into the country for presence across India, for which we resorted to regional influencers to expand our foothold in the Southern and other markets.”  

     

     

     

     
     
     

     
     
     
     
     

     
     

     
     
     

     
     

    A post shared by Surbhi (@droolingdoll)

     

  • Manika Batra joins adidas’ athlete roster with ‘Impossible Is Nothing’ campaign

    Manika Batra joins adidas’ athlete roster with ‘Impossible Is Nothing’ campaign

    Mumbai: Sportswear giant adidas has brought table tennis player Manika Batra on board as a part of its initiative to celebrate and boost women in the world of sports. The duo aims to drive credibility and inclusivity in sports, further fanning the aspirations of upcoming women sportspersons across the country, stated the brand.

    Manika joins adidas’ rich roster of women athletes, consisting of stellar names like Mirabai Chanu, Lovlina Borgohain, Hima Das, Nikhat Zareen, to name a few.

    This partnership focuses on empowering women to realise their dreams as the brand continues to be an ally for women breaking barriers and creating a reverberating impact in the world of sports. The brand partners with Manika Batra, an Arjuna Awardee in 2018 and Major Dhyan Chand Khel Ratna winner in 2020, and many more.

    On this new association with adidas, Manika Batra said, “Partnering with adidas is an opportunity every sportsperson looks forward to. I am very excited and grateful for this to have come my way especially at a time when the brand is celebrating women through their ‘Impossible Is Nothing’ campaign. I hope with my sport and my association with adidas, I can empower and encourage women to see possibilities irrespective of the challenges so that the nation can witness many more ‘golden girls’.

    Speaking about the collaboration, brand adidas India senior director Sunil Gupta said, “We are thrilled to have Manika Batra as the newest member of the adidas family. She is an inspiration to many young women who aspire to push limits and achieve seemingly unachievable goals. We will continue to drive the attitude, “Impossible Is Nothing” through our athletes while celebrating women in the world of sports”

  • adidas reaffirms its commitment to women in sport in latest campaign

    adidas reaffirms its commitment to women in sport in latest campaign

    Mumbai: Driven by the belief that sport has the power to change lives, sportswear company adidas announced support for those women athletes who are breaking down barriers and driving gender equity, on and off the field of play, with the announcement of ‘its biggest ever commitment to women.’

    This sports season will see the brand launch major new women-focused innovations, alongside enhanced support for established and emerging athletes, and new grassroots programs, the sportswear manufacturer said in a statement. It has accelerated its mission to create ‘real, lasting change for women in sport, powered by the attitude of – Impossible Is Nothing,’ the brand said.

    While this campaign will globally be launched with a film series featuring a diverse portfolio of eminent women from sport, fitness, and lifestyle, the Indian campaign will see the likes of Deepika Padukone, Mirabai Chanu, Lovlina Borgohain and a host of other inspiring women. Joining forces with them, the brand will continue to push for real, lasting change by making the sport more accessible and inclusive for all women in India, according to adidas.

    “Impossible Is Nothing isn’t just a campaign – it’s our brand attitude; the essence of who we are and what we stand for,” said brand adidas India senior director Sunil Gupta, speaking on the launch. “In 2022 we reaffirm our commitment to women. And as part of this commitment, this season’s Impossible Is Nothing campaign is led by the stories of women who have made their impossible possible, with the aim of inspiring others to do the same under the “I’m Possible” message. adidas will continue to be their ally, committed to serving them through innovation in our products and partnerships.”

    The commitment, launched alongside the latest chapter in the brand’s ‘Impossible Is Nothing’ campaign, sees key focus areas such as major investment in women-focused product innovation to recognise and meet the specific needs of women in sport. For instance, in December, the brand introduced Ultraboost 22, built to address differences between male and female instep height, heel anatomy and gait cycle trends.

    The brand said it will continue to support women by encouraging them to create new possibilities through powerful messaging from their women athlete partnerships which include – Mirabai Chanu, Lovlina Borgohain and Hima Das, who will use the voice of their experiences to inspire women everywhere to build a future in sports.

     

  • Bail Kolhu’s new campaign urges voters to ‘choose right’ this election season

    Bail Kolhu’s new campaign urges voters to ‘choose right’ this election season

    Mumbai: To choose the right candidate this election season, FMCG company BL Agro through its signature brand Bail Kolhu, has announced the latest campaign #ChunoSahi, on all social media platforms. ‘ChunoSahi’ means ‘choose right’ as Bail Kolhu tries to advocate the cause specially amongst young voters to select the right candidate for the country.

    The campaign, ideated and conceptualised by the Noida-based Leads Brand Connect agency, is strategically designed during this election season where the brand aims to spread the message of ‘duty to vote thoughtfully’ to the young voters. The objective of the campaign is to create awareness on the importance of voting, especially for first-time voters.

    The ad film portrays how a mother educates her young son to select the right candidate for the country, the way she chooses pure and quality edible oil from the market to keep the family healthy.

    “This campaign ‘ChunoSahi is aligned with our brand’s identity and message to our consumers,” said BL Agro managing director Ashish Khandelwal. “We want to show consumers through this digital campaign how selecting the right thing can make a huge difference. We hope young voters will be encouraged to make the right choice.” 

    BL Argo has launched the election campaign for the brand Bail Kolhu and is planning to take the company to the next level through aggressive marketing strategies and brand positioning, resulting in consumer awareness on BL Agro’s products across India, stated the company.